Google Adwords overview & Consulting
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The document provides an overview of Google AdWords, explaining its structure, including account, campaign, ad group, and keyword levels of management. It emphasizes the importance of using effective keywords and compelling ads to achieve high click-through rates (CTR) and improve quality scores. Additionally, it discusses strategies for keyword research, match types, and writing effective ads to enhance campaign performance.
![Exact Match
If you bid on => [celebrity perfumes]
Your ad will appear when people search for exactly
Celebrity perfumes
12](https://image.slidesharecdn.com/adwordsoverview-160321195336/85/Google-Adwords-overview-Consulting-12-320.jpg)
Google Adwords overview & Consulting
- 2. Account: The top level of management for logins, payment methods, connections with other Google properties. Can contain many different campaign types like search, display, Gmail, YouTube, mobile, dynamic search, product listing ads. Campaign: The level of management for daily budgets, location targeting and some ad serving settings. Each campaign can contain multiple ad groups but all ad groups work the same way. Ad Group: A collection of keywords within a campaign that trigger related ads. All the keywords in an ad group may trigger any of the active ads in the same group. This is the most granular management level in AdWords. Keyword: A specific word, or combination of words, used to target your ads to potential customers. When a user searches on your keyword, your ad might be shown. AdWords Structure 2
- 4. Operational Metrics in AdWords 1) Max CPC: Maximum Cost Per Click • Maximum price you are willing to pay for particular keyword eg. $3 for the keyword “LG laptop” • Setting on ad group level, but also can differentiate on keyword level • Optimize looking at Avg CPC 2) CTR: Click-Through Rate • Number of Clicks / Number of impressions (times your ad shows up) • Always try to maximize CTR, as it means Quality 4
- 5. Basically, there are just two things we can work on for long term success on AdWords: 1) Keywords: Use the best keywords, group them in very specific ad groups. If someone searching for a keyword would benefit from seeing your ad, that keyword is a very good candidate for your AdWords campaign. 2) Ads: Deliver useful and compelling ads that generate very high Click-Through-Rates (CTR). It’s a good ad if someone would be missing your ad when they don’t see it. Quality Score: The measurement used to determine your ad’s relevance to user searches. Your Quality Score is determined by your keyword’s click-through rate (CTR) on Google and by the relevance of your ad text, keyword, and landing page. Creating effective landing pages is also good for you. 2 Pillars of AdWords 5
- 6. Keywords • What are your good keywords? • Don’t care who are your customers, but what they look for! • Write down 5 keyword phrases based on each your product / service you offer • Don’t use single (one word) keywords because it is too broad • Imagine yourself as the customer • What would you search for? • Try to work on that “AHA!” moment • Use these free tools • AdWords KeyWord Tool – just ad database • Google Suggest – see how Google completes keywords when people type in • Related Searches – at the bottom of most search result pages 6
- 7. 3% 6% 6% 12% 20% 22% 29% 0% 10% 20% 30% 7 word phrases 6 word phrases 1 word phrases 5 word phrases 4 word phrases 3 word phrases 2 word phrases Average Search Phrase Length 94% of searches are multi-word phrases 7
- 9. Keyword Match Types •Broad Match •Modified Broad •Phrase Match •Exact Match •Negative Keywords 9
- 10. Broad Match If you bid on => celebrity perfumes Your ad will appear when people search for: Hollywood celebrity perfumes List of celebrity endorsed perfumes Perfumes wear by celebrity 10
- 11. Phrase Match If you bid on => “celebrity perfumes” Your ad will appear when people search for: Hot celebrity perfumes Top Ten celebrity perfumes Celebrity perfumes and fragrance Best celebrity perfumes for men 11
- 12. Exact Match If you bid on => [celebrity perfumes] Your ad will appear when people search for exactly Celebrity perfumes 12
- 13. Negative Keywords Technique to filter out traffic that you don’t want Put minus sign “-” Reseller Wholesaler Free So, your ad will not show up when people search for: perfumes reseller perfumes wholesaler free perfumes 13
- 14. Ads 14
- 15. How to write effective ads? • Use Keywords In Headline or Description line • Put Benefits 1st, Features come 2nd 15
- 16. • Capitalize 1st letter of each word in display URL • Be Specific • Geographically specific ads How to write effective ads? 16
- 17. • Don’t Sounds like you are trying to sell them something • Show Trust & Credibility How to write effective ads? 17
- 18. A Common Mistake: Don't bring visitors to your homepage. You only have 5~10 seconds to make an impression as your visitors scan through You’ll spend more money because - Landing page not relevant to ad - Low Quality Score - You have to bid high – cost more! 18
- 19. No impressions after a week? Delete! No clicks after a month? Delete! Quality Score for keyword under 4? If you believe in that keyword, give it its own ad group, ad and landing page If it was just a trial, not worth it; delete! Average ad position lower than 5? If you believe in that keyword, increase your bid and maybe add a related ad If it was just a trial, not worth it; delete! Your daily budget is not enough? If it is profitable, increase your daily budget If not profitable, decrease your CPC bids, remove low quality keywords My Basic Rule Set 19
- 20. Thank You 20