Day 1
Agenda - Morning
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Agenda - Afternoon
Tracking ad performance
- Conversion Tracking - Google Analytics
Beginning Optimization
- Using the Report Center - Campaign Optimizer - Location targeting - Demographic bidding
Optimizing to:
- Increase conversions - Increase traffic - Increase Quality Score - Improve landing page quality
Best Practices
- Organise by Theme/Product/Service - Keywords Research - Include Keywords in Advert - Use Correct Landing Pages - Enable Tracking/Conversion
Open Q&A
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Banners/Display
CPC/PPC
CPL
CPA Affiliate
Sponsorships
Pop-ups Text Ads Video
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What is PPC?
Pay per click (PPC) is an Internet advertising model used on websites in which advertisers pay their host only when their advert is clicked.
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Critical to decide clear cut-off points before starting What is your objective in numbers? How much can you afford to pay for a sale / lead Whats your current conversion rate on enquiries? Are you willing to pay 10 for a lead? 50? 108?
What countries are you geo-targeting? Eg - Can you handle Spanish-language enquiries?
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PPC Overview
Reason Google worth $170B
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PPC Overview
Bid for your position against the competition Higher your bid, higher your position. (1st not always best) Greater competition = greater cost
No charge if user sees your ad Only pay if user visits your website Clicks charged direct to credit card Simple way to test if your website can work for you Requires lots of testing to maximise ROI
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MSN AdCenter
https://adcenter.microsoft.com
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http://searchmarketing.yahoo.com/
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http://searchmarketing.yahoo.com/
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Adwords Example
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Why AdWords?
Targeted Results
Terminology
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Account Level Campaign Level Adgroup Level Keywords Adverts Structure your campaign to mirror your website Manage multiple accounts with My Client Center Create separate campaigns for multi-region advertising Use AdWords Editor to manage your campaign
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Account Level
- Travel Company
Campaign Level
- France - Spain - Portugal
Keywords
Adverts
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AdWords Structure
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Plan, plan and plan some more! Complete Keyword Research Decide on your campaign structure
- Does your campaign reflect your business/website?
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Keyword Research
Foundation of your online marketing campaign (for both SEO and PPC)
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Be Concise, To the Point Relevant, accurate text Targets specific keywords Clear & Accurate display URL Working destination URL
Support claims on landing page Repeated punctuation allowed No double-serving from multiple accounts No superlatives/hyperbole allowed No inappropriate language Use direct calls to action No pop-ups on landing page
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Workshop
- Develop campaign
- Create Advert copy - Landing Pages?
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Conversion Tracking
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Google Analytics
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Localise
Make Changes!
Example
Tennis Shoes
Quality Score
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Quality Score
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Quality Score
USER
Advertisers want to show relevant ads so that users will click on their ads and land on their site Users want to see relevant ads so they can easily find what they're looking for in the shortest amount of time. Google wants the best experience for both advertisers and users so that advertisers continue to use the AdWords program and so users GOOGLE continue to use Google
ADVERTISER
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Quality Score
CTR is the biggest component in Quality Score. According to Google the biggest one by far is CTR. By allowing searchers to vote with their clicks, Google gets help from millions of people in determining which ads are best for each search query Work to increase CTR
- Diligently split test ad copy. Often the more profitable ad has a better CTR. - Theme out ad groups logically, and write ad copy relevant to the keywords bid on. - Choose keywords carefully. Often words that are only vaguely relevant work in content themes, but have poor search Quality Score because of low CTR
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Quality Score
Googles business is built on relevancy, and thats increasingly reflected in landing page Quality Score.
Google rewards sites it considers relevant, honest, and authoritative not just on the organic side, but with landing page Quality Score
Landing Page quality is essentially pass/fail option. With a poor landing page quality score, keyword Quality Scores often stick in the 1 to 2 range and top out at about 4.
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Quality Score
Google WANT you to have high QS and will tell you when you do not have this
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Quality Score
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Quality Score
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Ad Rank
AD RANK = MAX BID X QUALITY SCORE
Example
BID 4 3 2 1 QS 1 3 6 8 AD Rank 4 9 12 8 Position 4 2 1 3
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Cost of Your Ad
Pay the minimum amount necessary to retain your position. Price (1) x QS (1) > Bid (2) x QS (2) => Price (1) = (Bid (2) x QS(2)) / QS (1)
BID 4 4 4
QS 8 6 3
AD Rank 32 24 12
Cost 3 2 Min
Google Network
Ext
Text Ads
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Image Ads
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Reports Centre
IP Exclusion
Demographic Bidding
Geo-Targeting Billing/Invoicing Placement Targeting Site & Category Exclusion
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Position Preference
Ad Scheduling Insights forSearch Dynamic Keyword Insertion Traffic Estimator Keyword Ideas
Report Centre
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Demographic Bidding
Only operates with Content Network Campaign/Settings/Demographic Bidding Only a small range of Google partner sites have demographics available
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Geo Targeting
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Options
- Post Pay (CC or Invoicing) - Pre Pay (Top up option)
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Placement Targeting
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IP Exclusion
Opportunities/Tools/IP Exclusion
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Position Preference
Note: Enable Position Preference - THEN return to keyword to trigger Position Preference
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Ad Scheduling
Campaign/Settings/Advanced
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Traffic Estimator
Opportunities/Traffic Estimator
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Keyword Ideas/Suggestions
Opportunities/Ideas
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Diagnostics
Ads Diagnostics Tool Search Based Keyword Tool Ads Preview Tool Disapproved Ads
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Tools Menu
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Disapproved Ads
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AdWords Editor
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Best Practice
Best Practices
- Organise by Theme/Product/Service - Keywords Research
- Enable Tracking/Conversion
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Resources
Perry Marshal
- http://www.perrymarshall.com/
Howie Jacobson
- http://askhowie.com/
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Google Certification
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Q?
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