Ad Words 101

AdWords™ Seminar For Success

AdWords 201

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Assumptions

• You are familiar with the AdWords advertising platform, or you took yesterday’s class

• You know how to create an AdWords campaign

• You know the basics of creating a keyword list and ad creative

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Local Search

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Where Are the Searchers?

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Where Are the Searchers?

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Where Are the Searchers?

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Where Are the Searchers?

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Where Are the Searchers?

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Google Preferences

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Search Terms

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Internet Protocol (IP) Address

Unique identifier for computers on Internet

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Roadblocks

• The searcher's ISP prevents Google from identifying an IP address.

• The IP address doesn't match the location of the searcher.

• If Google does not recognize a city or town, you won't be able to target an ad there.

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What Campaign Is Best?

• Determine where your customers are.

• Where are your products and services sold?

• You may benefit from local, national and international campaigns.

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How You Can Use It

• Test marketing messages in small areas before rollout

• Use marketing messages targeted to specific places

• Advertise where you are certified to do business/sell products

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Campaign Organization Options

• Geotargeted campaign, omitting location identifiers in keywords

• Non-geotargeted campaign, using location-specific keywords

• Combination: higher bids for geotargeted campaigns

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Common Geographic Identifiers

• State and Provinces

• Counties

• Cities

• ZIP Codes

• Neighborhoods & Local Lingo

• Area Codes

• Airport Codes

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Tips

• For local ads: use location in title/ad text

• Consider geography for marketing messages

• Consider time zones

• Track CTR, conversions, etc. at geographic level

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Windy Acres German Shepherds

They sell:

• Puppies, marketed locally

• Dog training DVDs

They could benefit from:

• Local campaign for pups

• National campaign for training DVDs

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Creating a Geotargeted Campaign

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Ad Preview Tool

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Ad Preview Tool

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Ad Preview Tool

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DemographicBidding

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Overview

• Choose audience by age and gender

• Available for Content Network only

• Use Demographic Bidding Report

• Adjust bids and preferences accordingly

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Placement-TargetedCampaigns

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Placement-Targeted Campaigns

• Choose individual sites in GDN

• Choose by category, topic, URL or demographics

• Unique bidding option: CPM

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How to Create a PT Campaigns

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Site and Category Exclusion

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From the Networks Tab

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IP Exclusion

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PositionPreference

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Ad Scheduling

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Ad Extensions

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Locations

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Products

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Sitelinks

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NEW - Product Listing Ads &Seller Rating Extensions

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NEW - Seller Rating Extensions

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Keyword ListOptimization

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buy rubber duckies

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Identifying Purchase Intentions

Browse Shop Buy

NavigationalInformational

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Google Autocomplete

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Google Instant

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Note How Ads Change

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Wonder Wheel

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Wonder Wheel

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Related Searches

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Wordtracker

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KeywordDiscovery.com

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KeywordSpy.com

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SpyFu.com

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Compete.com

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Insights for Search

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Insights for Search

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Google Trends For Websites

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AdWords Editor

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Why I Like AdWords Editor

• Free

• Platform Agnostic: Mac or PC

• Work Offline (Fast)

• Ability to Make Bulk Changes

• Save Account Backups

• Collaboration

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Editor Tour

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Keyword List Generator

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Dynamic Keyword Insertion

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Dynamic Keyword Insertion

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Dynamic Keyword Insertion

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Example

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Formatting Guidelines

{keyword:default text}

• Braces { }: Braces & enclosed text are body of tag. Replaced by keyword that triggers ad.

• Colon (:): Use one colon, no spacing.

• Default Text: Text after colon appears if system cannot insert appropriate trigger keyword.

This is wrong>

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Capitalization Options

• keyword = wii fit

• Keyword = Wii fit (first letter of first word)

• KeyWord = Wii Fit (first letter of each word)

• KEYword = WII fit (all letters of first word)

• KeyWORD = Wii FIT (first letter of first word, all of others)

• KEYWORD = WII FIT (all letters of all words)

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Example

Youʼd Write This Ad Text:

{KeyWord:Cheap Video Games}

Huge selection for PS3, PSP & PS2.

{Keyword:All games} in stock. Free shipping!

Your-Site.com

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Your Ad Would Read:

The Sly Collection

Huge selection for PS3, PSP & PS2.All games in stock. Free shipping!Your-Site.com

Search Query/Keyword: The Sly Collection

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Search Query/Keyword:

Beatles Rock Band Video Game for PS3

Your Ad Would Read:

Cheap Video GamesHuge selection for PS3, PSP & PS2.All games in stock. Free shipping!Your-Site.com

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How to Self-Diagnose

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Diagnosing a Tanking Keyword

1. Check Keyword Analysis

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Diagnosing a Tanking Keyword

1. Check Keyword Analysis

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2. Look For Account Changes

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2. Look For Account Changes

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2. Look For Account Changes

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3. Look For Website Changes

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Why Can’t I See My Ad?

• Daily budget too low

• Keyword deleted or inactive

• Ad is disapproved

• IP unknown or outside target area

• Ad not on first page

• Browser page not refreshing

• The max CPC higher than daily budget

• Missing ad text or keywords

• Ad is on Content Network

• Campaign has ended

• Campaign/Ad Group paused or deleted

• Missing credit card information

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Disapproved Ads Tool

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Disapproved Ads Tool

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Disapproved Ads Tool

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Disapproved Ads Tool

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Ads Diagnostic Tool

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Ads Diagnostic Tool

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Ads Diagnostic Tool

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Ads Diagnostic Tool

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Option #2: Copy SERP URL

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Understanding ROI

ROI = Profit/AdWords Spend

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What’s a Keyword Worth?

#1: Calculate Profit Before Advertising Costs

• Determine profit per sale from knowledge of your business.

• Find number of AdWords sales from Google Analytics and Conversion Tracking.

• Take profit per sale, multiply by number of sales to calculate gross profit before advertising costs.

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Example:

• $1,000 Profit Per Sale

• x 1,000 Sales

• = $1,000,000 Gross Profit (before advertising costs)

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How Do I Know What to Bid?

#2: Calculate Value - Per Click

• Value Per Click = Profit, Before Advertising Costs, Divided by Number of Clicks.

• Ensure Max CPC Bid < Value Per Click!

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Example:

• $100 gross profit

• Divided by 5 clicks

• Equals $20 per click

So don’t bid more than $20 per click!

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How Do I Know What to Bid?

• #3: As You Work With Max CPC Bids:

• If profit increases, increase bid.

• If profit decreases, decrease bid.

• Trial and error until maximum profitability.

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Keyword Impressions Clicks CTR Cost Average CPC

buy eggs 10,000 250 2.5% $250 $1

buy organic eggs 10,000 500 5% $250 $0.50

No Conversion Data

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Keyword Conversions Conversion Rate

Cost Per Conversion

Profit Per Conversion ROI

buy eggs 10 4% $25 $50 200%

buy organic eggs 50 10% $5 $5 100%

With Conversion Data

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Bid Simulator

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Bid Simulator

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Other Bidding Options

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Automatic Bidding

• Formerly known as Budget Optimizer™

• No individual bids for ad groups, keywords, or placements

• Automatically adjusts keyword CPC to help campaign get the most clicks possible within budget over 30 days

• Goal is to receive most traffic possible within budget, not achieve specific ad position or conversion rate

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Cost per thousand impressions

Available for placement-targeted campaigns

Set the maximum bid for 1,000 ad impressions. An impression is counted when a Web page

serves an ad, clicked on or not.

CPM Bidding

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How Does Google Compare?

• Effective CPM (eCPM) for keyword-targeted ads

• Considers CPC, CTR, and other relevance factors across 1,000 impressions

• Result = eCPM

• eCPMs compared to each other and max CPM of competing placement-targeted ads

• Highest ranking ad wins

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Enhanced CPC

• Automatically adjusts your bids if conversion is likely (or not)

• Works with all campaign settings

• Requires conversion tracking, but not a minimum # of conversions.

• Can bid up to 30% above Max CPC

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Conversion Optimizer

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How Does it Work?

• Conversion predictions

• Generates unique CPC bids based on predicted conversion rate

• Works toward a CPA goal

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How Are Conversions Predicted?

• Search query

• Searcher’s location

• Type of site on content network

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Caveats

• Must have 15 conversions in last 30 days

• No seasonality

• Does not support:

• Placement targeting

• Setting separate content bids

• Position Preference

• Advanced Ad Scheduling

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How To Increase Conversions

• Increase budget

• Raise CPC bids

• Advertise on GDN

• Add more keywords

• Combine similar campaigns

• Track more frequent events

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Keeping Your Conversion Rate• “Safe” Changes:

• Edit CPA bid

• Create Ad Groups

• Add/delete keywords

• “Risky” Changes:

• Move conversion tracking code 

• Change site structure or layout

• Large ad text changes

• Move Ad Groups to new campaign

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ManagingAccounts

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MCC Dashboard

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AdWords APIAllows two systems to talk with

each another

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What’s It For?

Automation:

• Generation & Retrieval of Custom Reports

• Bid Management Processes

• Complex Inventory Control Processes That May Pause or Resume Campaigns

• Generation & Expansion of Keyword Lists

• Customization of Text Ad Creative

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How It’s Billed

• Quota-Based

• Each Operation Consumes API Units

• Some Operations Consume One Unit; Others Consume More

• Billed .25 Cents Per Thousand API Units Consumed

• Some Advertisers Eligible for Limited Free Quota Allocations

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Television Ads

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How Do Television Ads Work?

• USA Only

• Partnership with Dish Network & DIRECTV

• No bundling or contracts

• Good for smaller advertisers, shorter tests

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Ad Creation Marketplace

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Ad Creation Marketplace

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Ad Creation Marketplace

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Website Optimizer

Seminar Here On Friday!Register: WebShareDesign.com

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How Does It Work?

1/3 visitors

1/3 visitors

1/3 visitors

8% Add to Cart

Winning Combo

14% Add to Cart

25% Add to Cart

Visitors arrive at your site

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Before

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After

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Website Optimizer

• Free tool to understand and improve website

• Allows simultaneous testing of Web page sections

• No direct effect; you must manage the testing and changes

• Optimizing landing page for conversions should improve ROI

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What Should You Test?

• Titles

• Images

• Layout

• Selling Proposition

• Conversion Incentives

Or:

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Two Types of ExperimentsA/B

• Simpler Setup

• Better for Low-Traffic Sites

• Allows Testing of Page Layout/Design

Multivariate

• More Flexible Setup Process

• Test Combinations of Page Elements

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Study Other Landing Pages

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Search Engine Optimization

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Keys To Good SEO

• Original, Keyword-Rich Content

• Website Coding/ Semantic Structure

• Backlinks

• Search Engine Friendly URLs

• Unique Meta Descriptions

• Smart Page Titles

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No Nos

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No Nos

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No Nos

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No Nos

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Link Bait

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Link Bait

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Does Your Site Look Like This?

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Does Your Site Look Like This?

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Does Your Site Look Like This?

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Does Your Site Look Like This?

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Does Your Site Look Like This?

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Does Your Site Look Like This?

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Does Your Site Look Like This?

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YouTube

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To-Dos & Resources

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To-Dos

• Build your keyword list using third party tools

• Download AdWords Editor

• Sign up for My Client Center

• Evaluate ROI; adjust bids and campaign structure accordingly

• Optimize website for search engine visibility

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Resources

• AdWords Help Center: http://adwords.google.com/support/

• Google Insights for Search: http://www.google.com/insights/search/#

• Inside AdWords (official blog): http://adwords.blogspot.com/

• See full list on your USB

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Speaker BiographyStasia became a Google Advertising Professional Qualified Individual in January 2005, and an authorized AdWords Seminar Leader in 2006. Since then she has trained thousands of people to build and optimize AdWords campaigns. Stasia has fourteen years experience managing Web technology projects and online marketing programs. Prior to leading the seminars she was senior vice president for Sitening, a Nashville-based information technology company focused on Raven Internet Marketing Tools for search engine optimization (SEO) and search engine marketing (SEM). Before joining Sitening, she managed the Web departments for two Nashville-based custom publishing companies.

Stasia's career began in the Boston area. Before moving to Nashville, she worked for The Boston Globe's website Boston.com and a Boston-area Web consulting agency. Stasia has worked for a wide range of clients, including Osram Sylvania, Harvard Business School Executive Education, eMarketer.com, NashvillePost.com, Cannondale, Air Jamaica, the National Federation of Independent Business, Psychiatric Services and TravelCenters of America.

Stasia earned degrees in English Literature and Journalism from the University of Massachusetts, Amherst. She lives in Nashville, Tennessee with her family. When she is not online, she finds balance by running, gardening and training her German Shepherd, (Princess) Jasmine.

Stasia HoldrenPPC-Boot-Camp.comstasia@ppc-boot-camp.com

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