Google AdWords Introduction PPT - Swikrit Malik
- 1. Google AdWords Basics to Advance Swikrit Malik CEO AdCeptive Media
- 2. Agenda • Learn the basics of Search Marketing • Learn how Google AdWords work • Fundamental Concepts • Advanced Concepts
- 3. Biggest Ad Networks • Google • Bing • Facebook
- 4. Google AdWords • What is Google AdWords? • Ad Formats of Google AdWords
- 5. Website Research • Make a PSL Chart (Products, Services Location)
- 6. Buying Persona • Semi-Fictional Representation of your ideal customer based upon the market research and real data about your existing customers • Buying Persona = Ideal Client
- 7. Purchase Funnel • Awareness- First, we need to create awareness of the product in the customer- Does not work on Search • Opinion- Customer will then form an opinion in the product/service • Interest - Opinion will create interest in your product/service • Action- Once desire is there, he will take the action.
- 8. Example • What is iPhone - Awareness Phase • iPhone X Review - Opinion Phase • iPhone X Price - Interest Phase • Buy iPhone X - Action Phase
- 9. Questionnaire • Goal • Budget • Targeted Locations • Competitors • CPA • Back End Conversion Value • Services • Seed Keywords • USP
- 10. Spying • Competitors • Landing Pages • Ad Copies
- 11. Types of Spying • Manual Spying • Tools - SpyFu, SEMRush
- 12. Campaign Structuring • Generic Campaign • Specific Campaign • Competitor Campaign • Brand Campaign • Seasonal Campaign
- 13. KeyWords • Key + Word= Important + Word • Types of Keywords 1. Navigational KeyWords 2. Transactional KeyWords 3. Problem KeyWords 4. Symptom KeyWords
- 14. Match Types • Broad Match • Broad Match Modifier • Phrase Match • Exact Match
- 15. Search Terms • Keywords- Jispe bid karte ho • Search Term- Jiske lie Google ko Pay Karte ho
- 16. Negative KeyWords • KeyWords to filter out irrelevant traffic • Most Important part of optimisation • Low Conversion Intent
- 17. MatchType of Negative KeyWords • Broad • Phrase • Exact
- 18. Keyword Research Strategy • Key + Word = Important Word • Every Word is not keyword, but the words that make us money is a keyword
- 19. Right KeyWord • Right Targeted Traffic • Right Traffic Volume • Before understanding Keyword Research, lets discuss Purchase Funnel
- 20. • Navigational - Do Not go for it Transactional - For Business Sites Informational - For Blogs Seasonal - Part of Transactional and Informational
- 21. Transactional Keyword Research • Write 3-5 Seed Keywords • Research For Child KeyWords • Spy on Competitor Keywords
- 22. Ad Grouping • Similar Set of KeyWords in one ad group • 4-5 Keywords in 1 ad group • Increase Quality Score • Psychological Factor
- 23. Ad Copy • Only thing that a user see • One of the most important part of the campaign • It consists of:- A. Headline 1 B. Headline 2 C. Path D. Description
- 24. Rules for Writing an Ad Copy • Character Limit:- Be as Precise as Possible • Attraction- Related to Search Query • Interest- USP + Discount/Sale • Action- Call to Action • Always do Split Testing (A/B Testing)
- 25. Don’ts While writing an Ad Copy • No TradeMarks(TM) to be used in ads • No Excessive Capitalisation • No Excessive use of Special Characters • No use of “Click Now, etc.”
- 26. AdWords Auction • How Google Ranks multiple ads in order 1. CPC 2. QS 3. Ad Extension 4. Bid Modifiers(Device, GEO, Time Scheduling)
- 27. Dynamic Ads • DKI- Dynamic KeyWord Insertion • {KeyWord: Default Text} • Used to make Ad Copy more relevant
- 29. Ad Extensions • Works as Catalyst for your Ad • Increase CTR • Increase QS • Increase Position • Decrease CPC
- 30. Types of Extensions • Sitelink Extension • Callout Extension • Structured Snippet Extension • Call Extension • Location Extension • Price Extension • App Extension • Review Extension • Automated Extension
- 31. Quality Score • Ranked b/w 1-10 • 1-4 CPC More • 7-10 CPC Less • Depends upon:- • Expected CTR • Ad relevancy • Landing Page Relevancy and experience • Geographic and Device Performance
- 32. It's okay to sacrifice Quality Score in order to achieve higher conversion rates. What truly matters is your CPA and your cost/conversion
- 33. There is a MISCONCEPTION that our Ad should be on the top position in order to convert the most. But, that’s not true. Rule of AdWords is TPG,i.e, Test-> Profit-> Grow. We should focus on our CPA rather than position.
- 34. Re-Marketing • Practice of having ads follow a person around after they've left your site or landing page • Both Search and Display Network
- 35. Types of ReMarketing • Static Re-Marketing • Dynamic Re-Marketing • RLSA
- 36. Ad Rank Advertiser Bid Quality Formats Ad Rank 4 2 High High 20 1 3 High Low 15 2 1 Medium Medium 8 3 4 Low None 5
- 37. Bidding • CPC can be as low as $0.01 and as high as $120 • Best Strategy is = Start as low as possible and be conservative. • Always use Manual CPC
- 38. Other Bidding Strategies • eCPC • Automatic CPC • CPA Bidding/ Conversion Optimizer • CPM
- 39. Conversion Tracking • Most crucial part of Setting Up Campaign • Types of Conversions:- 1. Website Conversions (Leads, Sales) 2. Phone Calls 3. App Installs
- 41. Optimisation • Negative Keywords • Long Term Search Reports • Delete Keywords which have: A. Clicks > 20 && Conversions <1 B. Impressions > 1000 && Clicks<=1 • Geographic Exclusions • Day of Week Exclusions • Hour of Day Exclusions • Device Exclusions
- 42. Questions?