Presentation from Google AdWords Workshop conducted by GBG Mumbai on January 11th at Mumbai.
Speakers:
Sreeraman Thiagarajan, Chapter Manager, Google Business Group, Mumbai
Sandiip Porwal, CEO, Virtual Snipers
Vibhas Sen, Head of Search, Virtual Snipers
Visit gbgmumbai.org for more information
3. SEO VS SEM
SEO
• Organic
• Long overhaul
• Content is a key driver
• Limited optimisation for
competition and category
search
• Have limited control over what
can be optimised
SEM
• Paid
• Instant Results
• Content independent
• Bid for brand, category,
context, misspellings
competition and industry, etc.,
• Complete control over
budgets, LP, goals. etc
But What’s common?
Both are triggered by a Search Query
4. Why AdWords Workshop?
We want you to know how to make most out of AdWords and less of a bad experiments
6. Why Google AdWords?
• Reach people at the precise moment they’re searching for what you
offer
• You can choose where your ad appears
• Control your budget
• See exactly what's working in your ad, and build on it
• Measure Value
7. Why Google AdWords?
Whatever is your Business Goal, AdWords will help you achieve it
and, Measure it!
• Online sales
• Phone calls
• Website visits
• In-store visits
• Online leads
9. Agenda - Morning
• Introduction
• Intro to PPC – AdWords
• Beginning Optimization
• Optimizing to:
• Creating Your AdWords Account
• Increase conversions
• Adwords Account structure
• Increase traffic
• Managing Your Account
• Developing Quality Keyword Lists
• Improving Quality Score
• Tracking ad performance
• Using the Keyword Tool
• Quality Score
• Creating Compelling Ad Text
• Google Display Network
• Using the Google Network
• Remarketing
• Ad types (Image Ads, Local
• Billing & Reports
Business Ads, Mobile Ad, Click-
• Best Practices
to-Play Video Ads
• Open Q&A
11. What is PPC?
Pay per click (PPC) is an Internet advertising model
in which advertisers pay / get charged only when
their advert is clicked.
12. PPC History
• October 2000 – Google introduces Adwords to the WORLD ! – Cost Per
Impression Model
• February 2002 – Google introduces Pay Per Click Model
• January 2005 - Google Advertising Professional (GAP) launched to
certify individuals & companies
• August 2005 – Quality score is introduced
• November 2005 – Content Network bidding launched
• March 2006 – Local Business Ads introduced
• June 2006 – Ad Scheduling introduced
• November 2009 - Google acquires Admob ( market leader in mobile
display & advertising )
• October 2011 – Google+ launched with Adwords integration
• 2013 – Enhanced campaign migration
14. Where does it all begin?
The consumer
A product / service need
A product / service need
Options calling for research
And a search engine called…..
15. Google Search Results
Search Query: ‘buy
flowers online’
THIS IS WHY WE ARE HERE
Google Adwords
*
Google
Search Results
16. Be found on Google search
Control and convey your brand message
the instant users are looking for you on
Google or our search partners.
benefits
• control your budget
• innovative ad units
• time & place targeting
• pay for performance
• adjust on the fly
pricing
• pay per click (cpc)
• smart pricing
format
customizable
• ad title, text and url
• coupon ads
• product extensions
• local extensions
placement
• Google search result pages
• millions of partner sites
17. Setting PPC Objectives
• Critical to decide clear cut-off points before starting
• Objective
• Min / max conversion afordability
• Geo-targeting
•
Language targeting
18. PPC Overview
• Unique Bid Platform
• Greater competition = greater cost
• No charge if user sees your ad
• Only pay if user clicks on your ad
• Simple way to test if your website can work for you
• Requires lots of OPTIMISATION to maximise ROI
21. Creating Your Campaign
• Complete Keyword Research
• Decide on your campaign structure
• Does your campaign reflect your business/website?
• Develop your campaign BEFORE going to AdWords
22. Keyword Research
• Foundation of your online marketing campaign (for both SEO and
PPC)
• Example “buy digital camera” vs “digital camera review”
• Draw up your Keyword List
• Study your web stats program
• Brainstorm
• Competitors web sites
• Use Online Tools to check frequency of use
• www.wordtracker.com
• Google Keyword Tool
24. Choosing the Right Keywords
Selling Dogfood
buy
cheap
dog
food
online
now
pets
pedigree
dog
food
buy
dog
food
dog
food
recipes
dogs
vet
*
canned
dog
meals
27. Google AdWords Account Structure
• Account Level
• Campaign Level
• Adgroup Level
• Keywords
• Adverts
• Structure your campaign to mirror your website
• Create separate campaigns for multi-region advertising
• Use AdWords Editor to manage your campaign
28. Google AdWords Account Structure (Example)
• Account Level
• Travel Company ( India )
• Campaign Level
• Flight
• Train
• Bus
• Adgroup Level (North India)
• J & K
• Keywords
• Adverts
29. Create Compelling Ad Text
• Be Concise, To the Point
• Support claims on landing page
• Relevant, accurate text
• No superlatives/hyperbole allowed
• Targets specific keywords
• No inappropriate language
• Clear & Accurate display URL
• Use direct calls to action
• Working destination URL
• No pop-ups on landing page
• Use Proper Grammar
• Capitalise First letter of words
Follow
the
Search
User’s
Thought
Process!
31. Include a Call to Action
Examples: get info, research here, download free white paper, order
our catalog, buy now, save money
Avoid meaningless slogans and gimmicky language
Click
Here
*
Visit
Us
32. Differentiate Products or Services
Send
Chocolate
Gi:s
Save
10%
on
all
chocolate
orders.
Free
shipping
over
$50.
• Save 50%
• $10 Off
• Seasonal Sales
*
• Free Shipping
• Free White Paper
33. Keywords in Ad Text
Catch
your
customer’s
eye
by
making
sure
your
headlines
match
the
keywords.
figurines
Collector
Dolls
40%
Off
The
Anastasia
CollecIon
-‐
Porcelain
Dolls,
Doll
Stands,
&
More
www.AdWordsExample.com
Discount
Figurines
Unique
CollecIbles,
Gi:
Ideas,
Figurines
&
Miniatures.
Buy
Online!
www.AdWordsExample.com
Matching
terms
show
up
in
bold
text
on
the
Google
results
page.
*
34. That’s it! You are almost there
Lets go live with your campaign.
35. Regional and Local Targeting
• You
can
target
ads
so
they
appear
only
in
locaIons
of
interest
to
you
–
your
neighborhood,
your
service
areas,
your
city
or
your
state.
Select
from
pre-‐defined
geographies
OR
Countries
Within
a
defined
radius
Regions
CiIes
*
Define
the
area,
customize
the
targeIng
Within
defined
borders
37. AdWords is Accountable
Monitor Your AdWords Performance
The AdWords interface lets you monitor the performance of each ad that you are
running, as well as your overall performance
With AdWords, you always know how your ads—and marketing budget—are performing
*
40. Why Quality Score
• Advertisers want to show relevant
ads so that users will click on their
USER
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.
ADVERTISER
GOOGL
E
• Google wants the best experience
for both advertisers and users so that
advertisers continue to use the
AdWords program and so users
continue to use Google
45. Google Display Network
Google Worldwide
• #1 global Internet property with 1 billion
searches every day
• 1B unique visitors globally per month to Google
Sites
• #1 in search globally
• 955M unique visitors a month on the Google
Ad Network and 76.8% reach worldwide
• #1 video site YouTube with 2 billion views a
day
• The largest global ad network, thousands of
sites across a diverse set of inventory
46. Google Display Ads
Engage with Internet users through millions of
sites using text, rich media, image and video
advertising.
benefits
pricing
format
placement
• millions of sites
• pay per click (cpc)
• text
• you choose sites
• placement targeting
• pay per impressions
(cpm)
• image
• google chooses sites:
• flash
(contextual targeting)
• contextual targeting
• remarketing
• multiplier effect on search
• video
47. Best in Class Targeting
where they are
who they are
contextual targeting
by keywords | by categories
by keywords on YouTube
interest and
demographiccategory
marketing
placement targeting
remarketing
filters to focus your brand presence
above the fold targeting, AdPlanner 1000
add: demographic bids, geographic and time filtering
exclude: undesired sites, keywords, categories
57. Best Practices
• Organise by Theme/Product/Service
• Keywords Research
• Include Keywords in Advert
• Use Correct Landing Pages
• Enable Tracking/Conversion
58. Best AdWords Help Page!
https://support.google.com/adwords/?hl=en#topic=3119071