5. Search Partners
• Search engines using Google technology
• Sites having a custom search powered by
Google 5
6. • Automated way for publishers to “sell”
advertising on their site
• Publishers place a piece of code on pages and
Google automates the process of bidding,
placement, pricing, payments, etc…
Content (Display) Network
6
11. Text Ads
• Headline: 25 characters
• Description Line 1 & 2: 35 characters
• Display URL: 35 characters
• Destination URL: 1,024 characters
– Destination and display URLs can be different, but
the domain has to be the same 11
12. Image Ads
Formats: gif, jpg, png, swf
Sizes:
468 x 60 Banner
728 x 90 Leaderboard
250 x 250 Square
200 x 200 Small square
336 x 280 Large rectangle
300 x 250 Inline rectangle
120 x 600 Skyscraper
160 x 600 Wide skyscraper 12
22. AdWords Account Structure
Ads &
Keywords
Ad Groups
Campaigns
Account Website1.com
Restaurants
Order Online
Great Deals from great
restaurants. Order now
Website.com/orders
Unbeatable Prices from great
restaurants. Order now
Website.com/orders
Order food
Food online
Order pizza
Bids
Destination
URLs
Information
Concerts
Rock Concerts
22
23. Account
• One Google account
• Accessible / manageable by several accounts
• Different access levels
– Admin
– Standard
– Read Only
– Email Only
23
24. Campaign (Settings)
• Parameters under which ads/keywords/ad
groups function
– Language
– Network(s)
– Geography
– Daily Budget
– Device
– Scheduling
24
25. Language Targeting
Make sure you only target people who will be able to read your content, watch out
for languages that use similar scripts
Keywords may have different meanings (e.g. British vs. American English)
Ad text can produce different responses
25
28. Campaign Best Practices
• Use a consistent naming convention
– Make sure campaign name includes as many
useful parameters as possible
E.g. AR-Mob-GCC-Used Cars Search
EN-Mob-GCC-Used Cars Search
EN-Mob-GCC-Used Cars Display
• Separate search and content (display)
• Separate PCs and mobiles
28
29. Ad Groups
• Groups of ads that appear to any of a group of
keywords
Keywords:
used cars
buy used cars
used cars for sale
used car dealers
29
30. Ad Group Best Practices
• Keywords as closely related to each other as
possible
• Always test more than one ad
• Make sure you have a good relevant landing
page(s) for each ad group
30
31. Ads
Ads relevant to
specific keywords
Each ad group should be focused on a topic
Ads should communicate messages
specifically according to keywords
31
32. AdWords Account Structure
Ads &
Keywords
Ad Groups
Campaigns
Account Website1.com
Restaurants
Order Online
Great Deals from great
restaurants. Order now
Website.com/orders
Unbeatable Prices from great
restaurants. Order now
Website.com/orders
Order food
Food online
Order pizza
Bids
Destination
URLs
Information
Concerts
Rock Concerts
32
37. Car Brand Market Shares
Car Brand Queries / Month Market Share
BMW 9,140,000 40.7%
Toyota 5,000,000 22.3%
Mercedes 3,350,000 14.9%
Ferrari 2,740,000 12.2%
Porsche 2,240,000 10.0%
22,470,000 100.0%
41%
22%
15%
12%
10%
BMW
Toyota
Mercedes
Ferrari
Porsche
37
38. Keyword Match Types
Broad match: coffee beans
Similar keywords, plurals, variations, synonyms
Coffee bean, great coffee bean shop,
Phrase match: ‘coffee beans’
Exact string with other keywords before or after
Coffee beans shop, buy coffee beans, get coffee
beans
38
39. Keyword Match Types
Exact: [coffee beans]
Will only show ads if and only if the exact string
of characters is searched for
Negative: -capuccino
Helps make sure you are eliminating content you
don’t have
39
44. Sponsored Links
Who am I competing with?
How many competitors are there?
How tough is the competition?
Will I need to revise my targeting strategy?
Use the preview tool
44
48. Conversion
Any task (action) you want users to complete
when they come to your website
Purchase Upload a video
Upload a photo
Request a quote
Submit question
Refer a friend
Register
Submit Form
48
50. How Conversion Tracking Works
• Click ID includes information about campaign,
keyword, ad group, ad text, etc…
50
51. Conversion Code on Thankyou Page
• Users can only access the
thankyou page if and only if
they complete a specific
action
• Number of visits to that
page are considered
conversions
51
67. Dashboard
• Compilation of the site-wide traffic
data
• Highly customizable
• Should include the 6-8 main KPIs
you are tracking on a daily basis
67
68. Visitors
• Who came to my site?
• Which countries did they come from?
• How many times do they visit me per month?
• How long do they stay on the site?
• How many are unique?
• What kinds of computers do they have?
68
69. Traffic Sources
• What medium is my traffic coming from?
Search engines, direct, referring sites, etc…
• What specific medium is my traffic coming from?
Search engines: keywords, search engines
Referring site: exact URLs
• How effective is each source in achieving my goals?
69
70. Content
• Which pages did they view?
• Which content is the most popular?
• Which sections are working well?
• Are people searching on my site?
• Example: How popular is article #456245?
70
71. Tracking Goals
• Actions that you want people to complete on your site (conversions)
• Tracking goals indicates how good you are
at satisfying customers, and how
interesting they find your site
71
72. Intelligence
• New feature showing abnormal changes in numbers
• Guides you to hidden changes
• Alerts you to potential problems before
they explode
• Alerts you to good news so you can build on it
72
73. eCommerce Tracking
• Special setup, helps give context to your sales figures, products, revenue,
conversion rate, etc…
• Helps you answer important questions
Which traffic source is more likely to generate sales?
How many days does it take a user to buy?
Which keywords are more likely to generate bigger orders?
73
76. AdWords Account Structure
Ads &
Keywords
Ad Groups
Campaigns
Account Website1.com
Restaurants
Order Online
Great Deals from great
restaurants. Order now
Website.com/orders
Unbeatable Prices from great
restaurants. Order now
Website.com/orders
Order food
Food online
Order pizza
Bids
Destination
URLs
Information
Concerts
Rock Concerts
76