GOOGLE ADWORDS FUNDAMENTALS CERTIFICATION€¦ · GOOGLE ADWORDS FUNDAMENTALS CERTIFICATION Academy...

Google AdWords Fundamentals CertificationAcademyEquinet

GOOGLE ADWORDS FUNDAMENTALS CERTIFICATION

AcademyEquinet

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Introduction to Google AdWords

1 Chapter Overview

Common Terms in Google AdWords

Why Google AdWords?

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Introduction to Google AdWords

How Google AdWords Works


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“Organise the world’s information and make it universally accessible and useful.”

Discuss: What makes a search engine accessible and useful to you?


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Why Google AdWords?

1. It helps an advertiser to reach people who are likely interested in what you’re advertising online.

2. There is no minimum amount one must spend on an AdWords campaign.

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How Google AdWords WorksC

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1. Advertisers identify keywords or audiences they want to bid on, and decide the maximum cost-per-click (CPC) they are willing to spend

2. They key in bids and enter into an auction with other advertisers who are bidding on the same keywords or audiences

3. The highest bid wins the auction. Depending on the type of inventory, the winner of the auction may appear in the top position, or have its ad displayed in an ad unit.

4. Google AdWords calculates a quality score to prevent a bidding war based solely on price.

$2.14

$9.14

$5.14

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Ad Rank = CPC Bid x Quality Score

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Common Terms in Google AdWords C

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Impression Clickthrough Rate

CPM CPC

Counts when an ad is loaded % of Clicks / Impressions

Cost / ClickCost / (Impressions x 1000)

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Common Terms in Google AdWords C

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Reach Frequency

Conversions Conversion Rate

Number of people exposed to an advertisement

Number of times a person was exposed to an advertisement

% of Conversions / Clicks A valuable action, usually a purchase or form submissionCha

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Campaign Setup

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Laying the foundation

Chapter Overview

Understanding the structure of an AdWords account Creating your first AdWords Search campaign Creating your first ad group Understanding keyword match types How to conduct effective keyword research Building your keyword list Creating your first AdWords Display campaign Creating your first AdWords Remarketing List

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Facebook Ads & Google AdWords (PPC)AcademyEquinet

Optimising for Profitability

Higher ad positions and more clicks do not mean more profits all the time

As long as your profits exceed your ad spend, you do not have to worry about limiting your budget

Focus is on cost efficiencies and results such as CPA, conversions, and customer life-time value (CLV)

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The Two Main Types of Campaign Goals

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Being at the top of the search results (both paid and organic) increases brand awareness

Brand building through PPC can be less expensive than other marketing mediums, simply because you only pay for clicks

Focus is on achieving higher reach and frequency, more clicks and impressions.

Branding and Awareness

Source: http://searchenginewatch.com/sew/study/2350899/google-top-search-ads-increase-brand-awareness-by-66-study

Top search ads increase brand awareness by 6.6% - According to Google

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http://searchenginewatch.com/sew/study/2350899/google-top-search-ads-increase-brand-awareness-by-66-study


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Structure of an AdWords account

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Account Campaign Ad Group Keyword Ad

On / Off Control x x x x x

Reporting x x x x x

Bidding Strategy x

Schedule x

Budget x

Bidding x x

Location x

A common way to start is to build out your campaigns according to your website structure.

Note that you can only set a daily budget at the Campaign level so if you’re grouping highly competitive keywords (high bid price) with keywords that are not competitive, you may run out of budget quickly and lose out on the keywords with low competition.


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Creating your first AdWords Search advertising campaign

1. From your AdWords campaigns dashboard, select “+Campaign”.2. Select “Search Network only”.Note: It is highly recommended not to mix Display campaigns with Search campaigns.

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Creating your first AdWords Search advertising campaign Fill in your campaign details and

select “All Features” Uncheck the “Include Search Partners” If the option is left checked, the ads may appear on Google’s search partners like amazon.com, ask.com, ebay.com, etc.

Google does not provide an official list of all search partners.

You are also unable to exclude any search partners based on performance or preference.

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http://amazon.com

http://ask.com

http://ebay.com


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Target Search Page Location automatically sets your bids to help increase the chances that your ads appear at the top of the page or on the first page of search results.

Target CPA automatically sets bids to help get as many conversions as possible at the target cost-per-acquisition (CPA) you set. Some conversions may cost more or less than your target.

Target ROAS automatically sets bids to help get as much conversion value as possible at the target return on ad spend (ROAS) you set. Some conversions may have a higher or lower return.

Target Outranking Share: You choose a domain you want to outrank in search results and how often you want to outrank it. AdWords automatically sets your bids to help meet that target.

Maximize Clicks automatically sets your bids to help get as many clicks as possible within your budget. Maximize conversions automatically sets your bids to help you get maximum conversions within your budget

Enhanced CPC automatically adjusts your manual bids (by up to 30%) to increase conversions.

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Components of a Basic Search Ad

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Headlines 1 & 2 (30 Characters each)

Description (80 Characters each)

URL path(15 Characters after each / )

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Ad Extensions

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Location

Callout

SitelinksStructured Snippets

Call

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Fill in your ad group details Choose an ad type to create. Text ads are standard ads you see on the search engine results page.Dynamic search ads are popular among big e-tailers like Qoo10. Google will automatically crawl content (including keywords!) from your website and send them to the corresponding page.Mobile app engagement ads help to drive users back to apps they’ve already installed by showing “Installed” and upon clicking launches the app. Call-only ads initiates a phone call upon clicking, this differs from the usual behaviour of sending searchers to a website.

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Important Note About Location Options!

AdWords will select “People in, searching for, or who show interest in my targeted location (recommended)” by defaultTip: Make sure to only select “People in my targeted location”By selecting the default setting your ad can appear to people all over the world, as long as they include the location as a keyword.

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How to Conduct Effective Keyword Research

Navigate to Keyword Planner to conduct your keyword research.

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How to Conduct Effective Keyword Research

Select keywords that are relevant to your products/services and add them to your ad group. Note: Starting August 2016, Google has made the change to show search volume data ranges based on spend. Advertisers below the threshold may see less specific estimates such as 2K-10K for average monthly search figures.

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Understanding Keyword Match Types

Keyword Match Type

Ads May Show For

Search Terms

Ads May Not Show For

Search Terms

Broad Match

Modified Broad

Phrase Match

Exact Match

Mini Cupcakes

Cooper MINI Singapore

MINI Cooper Singapore

MINI Cooper

Apple Strudel

MINI Showroom

Cooper MINI

Mini Cooper S

MINI Cooper

+MINI +Cooper

“MINI Cooper”

[MINI Cooper]

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What are keyword match types?

Keyword match types help control which searches can trigger your ad. For example, you could use broad match to show your ad to a wide audience or you could use exact match to hone in on specific groups of customers.

What are close variations?

AdWords will automatically include misspellings, abbreviations, or with additional words before or after that don’t alter the intent of the search

Important note: Choosing the wrong match types can result reaching the wrong audience and wastage of clicks.Negative MINI Cooper

-CupcakesMini Cupcakes

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Creating your first AdWords Display advertising campaign

1. From your AdWords campaigns dashboard, select “+Campaign”.2. Select “Display Network only”.Note: It is highly recommended not to mix Display campaigns with Search campaigns.

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Fill in your campaign name and select “No marketing objective” and “All Features” Select the Location you’d like to target

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Choose how to target your ads:

Display Keywords matches based on keywords that you bid on, and the keywords that appear within the site’s contents.

Interests & Remarketing audiences are built with cookies. When users visit sites in the Google Display Network, cookies record the sites where the user has been on to help form a profile of the user. . Use a different targeting method such as Topics targeting where you select sites based on their topical categories. Note: It is not important to settle on any single targeting method at this point - they are changeable at any point and can be layered atop one another. Recommended: Leave “Targeting Optimisation” unchecked at this point - machine based learning takes time!

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Choose an ad type to create. Image ads are by far the most common ad format. AdWords no longer accept and serve Flash creatives. HTML5, JPG, GIF and popular image formats allowed. (Ad Specs here: https://support.google.com/adwordspolicy/answer/176108?hl=en) Tip: 300x250 and 728x90 ads are two of the most widely accepted and effective ad sizes. Responsive ads are new ads that can adapt to the layout of the website. This is part of Google’s push into the Native Ads world.Native ads are disguised advertisements that match the form and function of the platform.

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https://support.google.com/adwordspolicy/answer/176108?hl=en


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Setting up Remarketing Lists

Creating Remarketing Lists allow you to collect groups of users / audiences that have been to your site(s).

Depending on how you set up your lists, you may use them as intent signals to help meet your objectives.

1. Click on “Shared Library”

2. Click on “Audiences” to create a new conversion. 3. Click “Set up remarketing”

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1. Click “Set up remarketing”

2. A lightbox will appear, click “View AdWords tag for websites” 3. Pass the tag to your web developer to implement on all pages of your website in the footer section, before the closing </body> tag

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1. Click “+ Remarketing List”

2. A new page will appear for you to set your remarketing list criteria 3. Once you are done, click save and the list will start collecting cookies.Tip: Remarketing List Ideas1. Past Converters2. Cart Abandoners3. Specific Site Section4. Viewed Products 5. Recent Visitors

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Conversion Tracking with Google AdWords

A conversion is simply any action or user interaction that you deem to be of value to you.

1. Within Google AdWords, navigate to Tools > Conversions.

2. Click “+ Conversion” to create a new conversion.

Only put the Conversion Tracking Code on pages that you want to count as a conversion, most commonly the “Thank You” pages after a successful sale or lead form submission. Failing to do so will cause inaccuracies in tracking conversions.

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Conversion Trackingwith Google Analytics Alternatively, you may set up

goals through Google Analytics and import them to your Google AdWords account.To setup conversions through Google Analytics, you have to: 1. Using the same Google Account, establish a link between Google AdWords and Google Analytics (under Admin > AdWords Linking > +New Link Group and select the AdWords account) 2. Create Goals in Google Analytics and import them into AdWords

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Campaign Insights

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Measuring and making adjustments to your AdWords

campaigns

Chapter OverviewKnow What Search Queries Triggered Your Ads

Know Who Are Your Competitors

Segment Your Reports

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Know What Search Queries Triggered Your Ads

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Run a Search Query Report

1. Select any active campaign

2. Go to “Keywords” tab3. Click on “Search terms”

Depending on your match types, your ads may trigger various irrelevant keywords - thus it is very important to come back to this report periodically to make sure you’re not paying for these search terms.

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Know Who Are Your Competitors

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Go to the “Keywords” tab. Select a keyword or group of keywords. Click on the “Details” button just below the line graph and select “Selected” under “Auction Insights” Overlap rate: How often another participant's ad received an impression when your ad also received an impression. Position above rate: Position above rate is how often the other participant’s ad was shown in a higher position than yours was, when both of your ads were shown at the same time.

Top of page rate: Top of page rate tells you how often your ad (or the ad of another participant, depending on which row you're viewing) was shown at the top of the page, above the organic search results.

Outranking share: Outranking share is how often your ad ranked higher in the auction than another participant's ad, or your ad showed when theirs did not.


Segment Your Reports

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Go to the “Ad Groups”, “Ads”, or “Keywords” tab Click on the “Segment” button just below the tabs and select any of the options: Time: Understand by hour of day, day of week how your ad groups/ads/keywords perform Device: Understand the performance of your ad groups/ads/keywords based on the type of device that your searchers are using

Top vs. Other: Useful to determine if you are deciding if you should use “Target search page location” bidding strategy. Understand the performance for your ad groups/ads/keywords based by comparing top of the page location vs below organic search results.

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GOOGLE ADWORDS FUNDAMENTALS CERTIFICATION€¦ · GOOGLE ADWORDS FUNDAMENTALS CERTIFICATION Academy...

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Transcript of GOOGLE ADWORDS FUNDAMENTALS CERTIFICATION€¦ · GOOGLE ADWORDS FUNDAMENTALS CERTIFICATION Academy...