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Google Adwords Essentials Workshop
Google Adwords Essentials Workshop - is a one day practical,
hands-
hands-on course aimed at online marketers, web executives,
webmasters, agency account managers and campaign
managers who need to set-up, manage and optimise Google
set-
Adwords paid search campaigns .
Pre-
Pre-requisites
Administration access to an active Google Adwords account is required for
the duration of the course.
Objectives
Upon successful completion of this course, students will be able to plan, set-
set-
up, manage and optimise, according to industry best practice, Google
Adwords campaigns for themselves and, if desired, on behalf of clients .
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About ivantage
Founded in 2002 by Matt Trimmer
Independent
Not compromised by being part of an all-purpose agency
all-
The only UK agency to have 3 Google certifications
Adwords
Analytics (Google Analytics)
Urchin (Urchin Software from Google)
London based
Ranked 33rd UK Agency according to New Media Age criteria
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What we do
We specialise in growing online
businesses by
Generating website traffic
Using Paid Search (PPC), Natural Search
(SEO), Display Advertising and E-mail
E-
marketing
Analysing website traffic
Using Web Analytics to accurately analyse
how visitors find and interact with
websites
Converting website traffic
Using Conversion Rate Optimisation to
convert visitors into customers or clients
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Introductions – Your Turn
Sharron Lonsdale & ivantage overview
You
Your role
Your company
Your objectives for attending
Any particular question/issue you hope to resolve
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Organic,
Google Search Results natural,
crawled,
Editorial
Influenced by SEO
Paid, PfP,
PPC, CPC,
Advertising
PPC Management
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Google Adwords – A brief history
Google Adwords was launched in 2000
Adwords offers pay per click (PPC) advertising for text, image and
video adverts on the web
Other auction models allowed advertisers to buy their way to the
top of the listings
Google introduced the click through rate (CTR) to measure adverts
relevance.
Relevant ads generate clicks
Clicks generate revenue for Google
Adwords generated $21.8 billion revenue for Google in 2008
Now, the dominate paid search platform
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What is Google Adwords?
Google Adwords is a Pay-Per-Click advertising service
Pay-Per-
Advertisers specify
the words that should trigger their ads (keywords)
the maximum they are willing to pay per click
Google search engines then display the ads as sponsored links
The sequence or ranking depends on
other advertisers bids
the “quality score” of the keywords and adverts
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Where are Google Ads Displayed?
Search Engine Results Pages (SERPS)
Search Network Partners
Ask, Aol
Content Network
Ads appear within the content of other websites
Ads are placed based on the content of the site or page, using keywords
and placement targeting
Google Maps
Mobile Network
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What can Google Adwords do for you?
Quick and easy way to attract relevant traffic
Your adverts have the potential to reach a vast audience
You can target your audience in many ways
Geographically
Using keywords relevant to your product/service
Selecting relevant sites where your ads can appear
Demographically
Through the wording of your adverts
You only pay when someone clicks on your advert
You are in control of the budget
Activation fee
No minimum spend
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How to Access Google Adwords
Google Adwords Login
http://adwords.google.com/select/Login
Login to you Google Account and then select Adwords
Everyone login to their Adwords account
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Google Adwords Interface
Navigation is controlled using 6 tabs
Home
Campaigns
Create and edit your campaigns
Manage and monitor performance
Opportunities
Previously called Campaign Optimiser
Reporting
Reports
Google Analytics
Website Optimiser
Billing
My Account
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My Account Tab
Account Preferences
Account login details
Language
Access level
Time zone (can only be changed once by Google)
Auto-tagging (for tracking Adwords data to Google Analytics)
Auto-
Account Access
Invite other users
They receive an email with a link
Notification Settings
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Exercise
Check your Account Access details are up to date
Remove any users who should no longer have access
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Billing Tab
Billing Summary
Recent activity and Payments
Billing Preferences
Payment Method
Post or Pre Pay
Payment Details
Backup Payment Details
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Exercise
Check your Billing Preferences are up to date
Check if you have backup payment details
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How is an Adwords Account Structured?
Hierarchical Structure
An account can contain 25 campaigns
A campaign can contain 2000
adgroups
An adgroup can contain 2000
keywords and 50 adverts
Campaigns give structure to the
products or services you advertise
Adroups focus on a specific product
or service
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Starting to use Google Adwords – Initial Planning
Plan your campaigns around your business needs
Traffic
Return On Investment (ROI) – revenue vs. costs
Conversions
Brand awareness
What does your business have to offer?
Ensure you are familiar with the site content and offerings
Preliminary keyword research
Who is your target audience?
Is there a sufficient volume of traffic for a successful campaign?
Is there enough relevant traffic?
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Starting to use Google Adwords – Initial Planning
What is your measure of success?
Traffic
Returning visitors
ROI
Conversions
How are you going to measure your success?
Web analytics
Adwords conversion tracker
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Starting to use Google Adwords – Detailed Planning
Detailed keyword research
Adwords Keyword Tool
Word Tracker
Keyword Discovery
Group keywords into concise groupings
All keywords in an adgroup need to be closely related
All keywords in the same adgroup will display the same advert
Identify your landing pages
Find the best page for each product or service
A well configured site search can produce good landing pages
Plan your campaigns and adgroups
Write creative adverts
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Campaign and Adgroup Structure
For every campaign you create
Choose a daily budget
Select where ads appear geographically
Select the language of your target audience
Select where you ads appear on-line (search, content or both)
on-
Define the days and times your ads are displayed
For every adgroup you create
Contains a focussed set of keywords
All keywords will share the same set of adverts
The adverts define the landing page
Set your maximum cost per click (CPC) bid
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Keyword Research
Generate the core list of keywords
Some are obvious, many are not
Mis-
Mis-spellings
Language differences
Think like your user
Ask others
Keyword research tools
WordTracker freekeywords.wordtracker.com/
Keyword Discovery www.keyworddiscovery.com/
Adwords Keyword Tool adwords.google.com/select/KeywordToolExternal
Search for adwords keyword tool
Also Available when editing an adgroup
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Joint Exercise – Using the Adwords Keyword Tool
Search for Google Adwords keyword tool
Search by keyword
Coats ->get keyword ideas
Last month search volume
Average search volume over last 12 month
Advertiser competition
Select to show all columns
Estimated cost per click
Volume trends
Search by web content (any web site)
Select keywords
Export to csv file
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Collect & Consider Keywords
Generic Terms
cashmere clothes
cashmere for women
cashmere for men
100% cashmere
Product Specific Terms
cashmere coats
men’s cashmere coats
cashmere coats for men
ladies cashmere coats
Descriptive Features
red cashmere coats
long cashmere coats
stylish cashmere coats
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Collect & Consider Keywords
Cashmere Clothing
Great range of cashmere fashion
for men & women. Shop Online.
www.abccashmere.co.uk
cashmere sweaters for men cashmere cardigans
cashmere clothes ladies cashmere sweaters men’s cashmere cardigans
cashmere for women red cashmere sweaters cashmere cardigans for men
cashmere for men brown cashmere sweaters ladies cashmere cardigans
100% cashmere black cashmere sweaters red cashmere cardigans
cashmere coats long cashmere sweaters brown cashmere cardigans
men’s cashmere coats stylish cashmere sweaters black cashmere cardigans
cashmere coats for men cashmere socks long cashmere cardigans
ladies cashmere coats men’s cashmere socks stylish cashmere cardigans
red cashmere coats cashmere socks for men cashmere wraps
brown cashmere coats ladies cashmere socks men’s cashmere wraps
black cashmere coats red cashmere socks cashmere wraps for men
long cashmere coats brown cashmere socks ladies cashmere wraps
stylish cashmere coats black cashmere socks red cashmere wraps
cashmere sweaters long cashmere socks brown cashmere wraps
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The Four Keyword Matching Types
If “womens coats” is your keyword
Broad Matching (default)
Allows your ad to show for searches on similar phrases and relevant variations
Womens coat
Coats for women
Ladies coats
Phrase Matching
Allows your ad to show for searches that match the exact phrase
Red womens coats
Womens coat
Exact Matching
Allows your ad to show for searches that match the exact phrase exclusively
Womens coats
Negative Matching
Ensures your ad doesn't show for any search that includes that term
Keyword matching is not case sensitive
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The Four Keyword Matching Types
How to enter the different match types
Broad matching womens coats
Phrase matching “womens coats”
Exact matching [womens coats]
Negative matching -womens coats
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Negative Matching
Imagine you are a party suppliers
If your adgroup includes the broad match keyword
Balloons
What negative keywords may you need?
Weather
Hot air
Meteorological
Trips
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Exercise
Use the keyword tool with keywords relevant to
your campaign
Export the results to a csv file
Find keywords using a page from your site
Find keywords using a page from a competitors
site
Find keywords using a page from wikipedia
Use the keywords found to plan a campaign,
adgroups and keywords. These will be used in
this afternoons session.
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Google Editorial Policy
Must be accurate
Grammar & spelling must be correct
No excessive capitalisation
Use standard punctuation & symbols
Want *fast* results @ low cost??
No exclamation mark in headline
Prices, discounts & free offers must be supported on your site
20% off, free P&P
Competitive claims must be supported
Better than, recommended by
Avoid generic superlatives
Top, Best, no.1
Cannot use trademark terms
adwords.google.com/support/bin/static.py?page=guidelines.cs&topic=9271&hl=e
n_GB
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Campaign Plan
Completed campaign planning steps
Adwords Account Structure
Initial Planning for a campaign, adgroup and keyword structure
Keyword Research using Adwords keyword Tool
Written an Ad Copy
Now create the campaign
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Navigation
Main window tabs depends on left hand selection
Change graph options
Display – all / all enabled / all but deleted
Columns can be customised
Filter campaigns
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Setting up a Campaign
Demonstration
Campaign name
Daily budget
Languages
Locations
Adgroup name
Maximum cost per click
Keywords
Ads
Pause the camapign
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Exercise
Create a keyword targeted campaign
Target English speaking customers
Target UK & US
Create an adgroup
Create your own advert
Add at least one keyword
Set a daily budget of £1.00
Maximum cost per click £0.15
Once saved PAUSE YOUR CAMPAIGN
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Editing Adgroups and Keywords
Adgroups and Keywords can be edited in bulk
Keyword editing in table
Keyword editing in spreadsheet
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Exercise
Update your campaign
Shows ads evenly rotated
Update your keywords to be exact match
Note: deletes original keyword
Change the default bid to £0.10
Set some of your keywords to a £0.20 maximum CPC
Create a second ad variation
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Writing Compelling Ad Copy
Work in your keywords to improve click through
rates
Search terms are displayed in bold
Know your unique selling point - USP
lowest price, best range, high quality, informative
content
Qualify your visitors
price, product specifics, availability, location etc.
If possible use a call to action
Test what works for you!
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Ad Copy Relevance
• Searching for cashmere socks
Buy Luxury Cashmere Socks
100% grade ‘A’ Cashmere Socks From
£26 per pair at The Cashmere Outlet.
www.abccashmere.co.uk
www.abccashmere.co.uk
Great Prices on Cashmere
Scarf, Shawls, Sweaters, Robes,
Overcoats, Throws, Blankets & More
www.abccashmere.co.uk
www.abccashmere.co.uk
• Which advert would you click on?
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Ad Scheduling
Campaign setting allows the scheduling of ads
Controls the days and times ads can run
Defaults to 24 hours, 7 days a week
Hourly campaign report shows when ads
receive most traffic
Remember users may browse at lunch &
purchase in evening
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Exercise
Edit campaign settings
Turn on ad scheduling
Update one of your campaign to run
Weekdays only
Mon-Thurs 9:00 – 15:00 & 18:00 – 20:00
Mon-
Fri 9:00 – 23:00
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Position Preference Bidding
Allows you to target specific ad positions
Higher than a given position (such as above 5)
Lower than a given position (such as below 3)
Within a range of positions (such as from 3 to 8)
In a specific position (such as position 2)
Positioning is not guaranteed
Ad position is calculated as usual
If this meets your position preferences then will be shown in preferred position
If your ad does not qualify for position 1, then setting a preference of 1 will not
move it there, it will prevent it from being displayed!
Edit campaign and select position preferences
Edit keyword settings
Position preference fields will be available
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Exercise
Turn on position preference bidding on a
campaign
Update a keyword to display in position 4 only
Update a keyword to display in any position
lower then 5
Update a keyword to display I positions 1-3
1-
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Monitoring Results
For any selected time range
Impressions – the number of times an advert is displayed
Clicks – the number of times an advert is clicked on
Click through rate (CTR)
Avg cost per click (CPC)
Cost
Avg Position
Look beyond Adwords
Google Analytics
Revenue & ROI
How many newsletter sign ups
How many Contact us requests
How many documents have been downloaded
Time on site
Number of pages viewed
Adwords Conversion Tracker
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Which Ads Appear at the Top of the Listings?
Google Adwords uses a quality score
Influences your adverts position
Ensures the most relevant ads are displayed
Ad Ranking = Cost Per Click x Quality Score
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What Influences Quality Score?
What influences the quality score?
Click through rate of keyword and advert
Relevance of keyword to search term
Landing page relevance
Landing page load times
Other relevance factors
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Exercise
View the quality score of some keywords
Also check if your ads are being displayed
and if not, find out why
Look at the details and recommendations
for a keyword
Run the keyword diagnostic tool for a poor
performing keyword
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Change History Report
Recommend making a note of all changes to your campaign
Change History Report records all changes
Tools > Change History
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Adwords Reporting
Performance reports for
Campaign
Adgroup
Keyword
Adverts
Options available vary by report
Summary to hourly level
Configurable columns
Filter data to be included/excluded
Scheduled reports can be emailed (csv, xml, html)
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Exercise
Q. How does campaign performance vary through the day?
Select Campaign Performance
Unit of Time
Hourly (by date, regardless of date)
Date range
Name your report (run similar)
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Exercise
Q. What searches are matching with phrase &
broad match keywords?
Select Search Query Performance
Summary View
Ensure search query & match type
selected
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Exercise
Q. What percentage of available traffic am I
receiving? Are my budgets restricting my
traffic?
Select Campaign Performance Report
Summary View
Select a date range
Select the following columns
Impression share (IS)
Lost IS (Rank)
Lost IS (Budget)
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Wrap Up
Google Adwords Overview
Where are Google ads displayed
Accessing Google Adwords
The Google Adwords interface
Billing Details & Account Preferences
Adwords Account Structure
Planning for your Paid Search campaign
Keyword Research & Estimating Search Traffic Volumes
Adwords Keyword Tool
Advert structure
Google Editorial Policy
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Wrap Up
How to Setup a Campaign
Editing Adgroups and Keywords
Writing compelling ad copy
Ad Scheduling
Position Preference Bidding
Monitoring results
Adwords quality score
Google Adwords reports interface
Running & Scheduling reports
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Help
Adwords Help Centre
https://adwords.google.com/support/
Adwords Learning Centre
http://www.google.com/intl/en_uk/adwords/learningcenter/
Group and Blogs
http://adwords.blogspot.com/
Books
Winning Results with Google Adwords by Andrew Goodman
Ultimate Guide to Google Adwords by Perry Marshall
ivantage
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