Session 4 google ad words
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This webinar covered how to plan and set up a Google AdWords campaign for a startup. It discussed keyword matching types like broad, phrase and exact matches and how they impact campaign performance. It demonstrated how to use the Google Keyword Planner tool to analyze keyword data and optimize a campaign by filtering keywords, adjusting bids and changing match types. The key takeaway was that broad matches tend to be lower cost per click but higher waste, while exact matches have fewer clicks but lower waste, so the best match type depends on campaign goals and budget.
![Keyword Type Matches
Exact Match You specify to an exact keyword and specify that your ad should be shown only
if the user types exactly the same thing.
[Travel Agency in Bucharest]
(you are a travel agent in Bucharest wanting to target potential customers who are looking for a travel agent)
Google shows you add only when
someone types exactly just this](https://image.slidesharecdn.com/session4-googleadwords-171103150324/85/Session-4-google-ad-words-15-320.jpg)
![Specifying what kind of Keyword Match Type
you want to Google
Broad Match Travel Agency
Broad Match
Modifier
+Travel + Agency You add a + sign before each word
Phrase Match “Travel Agency” You add quote “ “before & after the phrase
Exact Match [Travel Agency] You add brackets [ ] before and after the words](https://image.slidesharecdn.com/session4-googleadwords-171103150324/85/Session-4-google-ad-words-18-320.jpg)
Session 4 google ad words
- 1. Please wait. This Session will begin at 6.30 pm In the meantime, you can use the chat button to interact with your fellow entrepreneurs from around the country When the session begins, please switch off your video to get best sound results. And use Google Chrome
- 2. Digital Marketing for Startup Session 4 Google AdWords 1
- 3. How does this webinar work? • You can see the presentation and hear me • You can ask questions on chat – At the end of the session, I will answer all your queries – Please mention your name & city when you type your message • This is being recorded and you will get a video recording
- 4. In this Session • How Google AdWords Works • Understanding Keyword Match Types • Understanding Keyword Planner Tool
- 6. Where does your ad appear? Your Keyword that you have paid for Paid Results on first page and top of first page above organic results Indicates paid results
- 7. PPC can be very costly if done incorrectly
- 8. Benefits of PPC • Ads Up & Running Instantly • Pause or Delete Your Ads Immediately • Adjust Your Ad Position with Higher or Lower Bids • Target Customers to Landing Page of Your Choice • Customize Your Ads based on Your Products and Offers • Higher Conversion Rates
- 9. Key Terms to understand • CPM – Cost per 1000 impressions • CPC – Cost per Click • CTR – Click Through Rate % • No of clicks divided by number of impressions • Keyword – The specific word or phrase that you choose that you want your ad to appear when a user types it in • Ad Group – A cluster of keywords with similar characteristics so that you can create a advt for all of them together
- 10. Google AdWords • Search Network- Text Only Ad Platform – Text ads that appear when anyone performs a search function on Google • Display Network – Banner ads that appear across Google’s Display Network
- 11. PLANNING & SETTING UP YOUR CAMPAIGN • Determine your Goal • Plan & Select your Keywords • Set Up Ad Groups • Create Text Ads • Adjust Bid • Negative Keywords • Add Payment Method • Start Campaign
- 12. Keyword Type Matches Broad Match You select a keyword and Google shows your add in all combinations that this keyword comes up in Eg- Travel Agency (you are a travel agent in Bucharest wanting to target potential customers who are looking for a travel agent)
- 13. Keyword Type Matches Broad Match Modifier You specify to Google specific keywords that you want in the phrase that people will use. You essentially qualify the search phrase people will use +Travel +Agency +Bucharest (you are a travel agent in Bucharest wanting to target potential customers who are looking for a travel agent)
- 14. Keyword Type Matches Phrase Match You specify to Google specific phrases and bid for those phrases “ Travel Agency in Bucharest” “ Best agency for travel tickets” “ Top travel agent for hotel bookings” (you are a travel agent in Bucharest wanting to target potential customers who are looking for a travel agent) Google shows you add when these phrases come up Your ad might get shown if Job openings in travel agency in Bucharest
- 15. Keyword Type Matches Exact Match You specify to an exact keyword and specify that your ad should be shown only if the user types exactly the same thing. [Travel Agency in Bucharest] (you are a travel agent in Bucharest wanting to target potential customers who are looking for a travel agent) Google shows you add only when someone types exactly just this
- 16. What you choose should depend on what your campaign objective is and how you want to address different user search needs
- 17. Keyword Type Matches Negative Keywords You specify a keyword as a negative keyword to Google. Negative keywords are a great way to control wastage in Search Campaigns. - Jobs - How - What - Free (you are a travel agent in Bucharest wanting to target potential customers who are looking for a travel agent) Google will not show your advt, if these keyword is there in the user search query Jobs in travel agency in Bucharest
- 18. Specifying what kind of Keyword Match Type you want to Google Broad Match Travel Agency Broad Match Modifier +Travel + Agency You add a + sign before each word Phrase Match “Travel Agency” You add quote “ “before & after the phrase Exact Match [Travel Agency] You add brackets [ ] before and after the words
- 19. Here’s how Google makes money from the unaware • By Default all keywords are set to be broad match keywords ! – You will therefore end up loosing a lot of money on wasted clicks before you figure this one out!
- 20. Keyword Planning How do you select relevant keywords to set up your campaign
- 21. Focus on relevance to your business need • Informational Keywords – How To oriented search terms • How to set up a google AdWords campaign • Transactional Keywords – Search orientation is towards buying • Google AdWords Company If you wanted to grow your business as Digital Marketing Company, which one would you be willing to pay more for?
- 22. 1. Go to www.google.com/adwords 2. Sign in to google adwords. You can create a new gmail id or sign in with any of your existing id. 3. After Sign in to new adwords account you will notice this.*****Very Very Important : Click on Skip the guided setup to prevent account going into express mode
- 23. Step 4 Check country, Time Zone and most importantly currency before proceeding. All data obtained will be as per currency you have set.
- 24. Keyword Planner= Search Based Campaign
- 25. Here’s where you start your planning process
- 26. Specify your • Product • Website or Landing Page • Geography you want to target • Language • Select Google & Search Partners
- 28. You can use the ad groups to select the relevant keywords you want from within the ad group. This will save time in creating ad groups
- 29. • You add the groups to your plan at the 1st Stage. • We will remove the irrelevant keywords from each group in the next stage • You can save and use the CSV file directly into your campaign OR you can download the same in excel and then add the keywords individually when you do the campaign
- 30. Here’s where things start getting interesting !
- 32. You can drag the graph icon to adjust your bid price to see what the optimal level should be
- 33. You can now look at the data by keyword. Index it by Ad Group to start optimizing your keywords for relevance & match types to see how it impacts your clicks
- 34. So now lets start removing irrelevant keywords first
- 35. Start removing unwanted keywords first
- 36. Before eliminating keywords After eliminating keywords
- 37. Lets see what impact there will be on our clicks & budgets if we were to change all the keywords into Phrase Match This is what it looks like at present in Broad Match
- 38. At the same price bid, there is a drastic drop in the number of clicks! However if I increase the price bid from 12.56 to 58/- I get 1000+ clicks
- 39. As you can see, when one changed from Phrase match to Exact matches, the number of clicks dropped to half the earlier number!
- 40. Increased the bid price now to 83.57 to get an 712 clicks now for the same spend
- 41. Keeping the spends the same, here’s how Broad Match, Phrase & Exact Match campaign would stack up. Which one would you choose? Broad Phrase Exact
- 42. Last step- Download your final keywords You can chose which keyword to keep as Broad, Phrase or Exact & use the planner accordingly
- 43. In the next session 6th November- 6.30 pm Google AdWords- 2 sessions • How to set up your Google AdWords Campaign – – Be prepared to spend Rs. 1000/- if you really want to learn Open your Google AdWords Account https://adwords.google.com/home/ Note: Do not select AdWords Express Account
- 44. Question Time Please mention your name, city and batch when you ask your question Join Facebook- Digital Marketing Mentoring Group https://www.facebook.com/groups/2072644232986996/