Google Ad Words Step By Steps

Google Display Network
Setup & Optimisation

The Plan
○ The Fundamentals ○ Campaign Optimisations
○ Campaign Goals ○ Scheduling
○ Measuring Goals ○ Advanced Scheduling
○ Differences in measurement of goals ○ Time Sensitive Ads
○ Google Display Network Products ○ Days
○ Hours
○ AdWords Account
○ Creative
○ MCC Dashboard
○ AdGroups ○ Campaign Tracking
○ Google Analytics Tagging
○ Campaign Setup
○ Google Analytics Goals Creation
○ Tools
○ Google AdWords Conversion Tracking
○ Placement Targeting
○ Interest Category Targeting ○ Campaign Reporting
○ Topic Category
○ Contextual Targeting

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1.0 Fundamentals
 Campaign Goals
 Measuring Goals
 Differences in measurement of goals
 Google Display Network Products

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Campaign goals

○ What are you trying to achieve?

Examples of business goals are:
○ N% ROI on products sold
○ N orders per month
○ $N revenue per month
○ N phone calls per month
○ N leads per month (form completions)
○ $N cost per acquisition for a new customer
○ $N cost per lead
○ N visitors per day

To know how well you are doing you need to
be able to measure it

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Measuring goals

○ How many goals are you completing?

○ Which of your traffic sources are
generating your conversions?

○ In AdWords you can import your
conversion data from Google Analytics

○ Or track conversions using AdWords
conversion tracker


Differences in measurement of goals

Importing goals from analytics
AdWords conversion tracking  Uses a 6 month cookie
 Uses a 30 day cookie  Works on a last click attribution
 Any subsequent conversions are  model
 attributed to the last click  Direct visits do not overwrite
 previous campaign settings

 Day 1, someone clicks on an ad, visits the site and does not convert
 Day 3, they return organically and convert
 AdWords conversion tracking records this as an AdWords conversion on day 1
 Analytics records this as an organic conversion on day 3


Google Ad Network


Types of Targeting

Types of Targeting Definition
GDN Blast Network blast. On average, blasts can reach over 7Mil Online
Australians (f3+) in 24-48 hours.
Placement Targeting Target users on selected sites
Interest Categories Target users that have demonstrated an interest in certain web
content based on past visitation habits – topic or audience
Topic Targeting Target relevant sites based on topics you choose
Keyword Contextual Target web content that contains text relevant to your campaign
Remarketing Re-target past site visitors & convince on-the-fence customers to
convert


Targeting Methods Evaluation

Objective Suggested Method

Conversions Remarketing

Reach & Traffic Topics + Keywords

Limited Reach Interest Based or Contextual


The following graph shows the theoretical ratio between impressions and clicks rate


2.0 Adwords Account
 MCC Dashboard
 AdGroups


The Structure


Campaign Setup


Reasons for creating a new campaign

○ Daily budgets – to control how much a marketing are can spend

○ Location and language targeting

○ Network targeting – search vs. display

○ Device targeting – desktop, tablet, mobile

○ Bidding Type - max. CPC, enhanced CPC, conversion optimiser

○ Ad scheduling – hours running or bids

○ Start and end dates – seasonal campaigns

○ Frequency capping – display network only

○ Audience targeting – remarketing, interest categories or topics


Campaign Setup
 Tools
 Campaign Settings
 Placement Targeting
 Interest Category Targeting
 Topic Targeting
 Contextual Targeting


Placement Tool
A tool in your account that can help you find websites and other placements where you
might like your ad to appear


Keyword Tool
A tool that helps you find new keyword ideas and add them to your account.


Contextual Targeting Tool
The Contextual Targeting Tool automatically builds keyword lists that can be used to
show your ads on relevant webpages across the Google Display Network.


Google AdWords Editor

○ Work offline on your Mac or PC.
○ Upload changes to AdWords any time.
○ Store and navigate one or more accounts.
○ Add, edit, and delete campaigns, ad groups, ads,
keywords, and placements.
○ Make large-scale changes quickly.
○ Perform advanced searches and edits.
○ Add comments for your changes.
○ Sort and view performance statistics.
○ Copy or move items between campaigns, ad
groups, and accounts.
○ Export a snapshot of your account for archiving or
sharing.
○ Import a backup or shared file and review the
proposed changes.


Campaign settings and Google Display Network settings

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Targeting

○ There are two different campaign settings that you can select when you opt in to the
Display Network:

○ Broad reach: Show ads on pages that match my primary targeting method

○ Specific reach: Show ads only on pages that match all my targeting methods


Campaign Settings and Google Display Network settings

23 http://support.google.com/adwords/bin/answer.py?hl=en&answer=1209882

Campaign Settings & Interest Categories

24 http://support.google.com/adwords/bin/answer.py?hl=en&answer=1209882

Placement Targeting 1 of 6
Settings Tab

1. Go through all the necessary fields and
select the relevant option

2. Always select specific reach

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Settings Tab> Ad Group >

1. Select Image ad for GDN Ad Network

2.

3. Select the relevant placements, even if you missed this steps,
you can always come back to it later.


Settings Tab> Ad Group > Ad Creation

1. Select your SWF Flash file

2. Always put the domain name

3. Include Mediamind Click Tracking
Or Google UTM URL


Settings Tab> Ad Group > Ad Creation > Ads


Keywords
1. Your keywords determine
the managed placements that
are good match for your ads

2. Negative keywords helps to tighten our targeting and preventing it from appearing on irrelevant sites
3. You can build your negative keywords from Ad Group level or Campaign level.
4. Campaign level negative keywords will include all ad groups keywords while negative keywords for ad
groups is more specific to the selected ad group level.

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Networks

1. Click on add placements and select the relevant sites for your campaign

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Brand Safety - Negative Site/Keyword/Topic


Most brands don’t belong everywhere

○ GDN has a vast array of sites – some of
them not appropriate for brands
○ [Image right] gets lots of impressions on
GDN – but isn’t right for most brands

○ Negative Site List is a growing list of non-
appropriate sites

○ Negative Keywords make sure we don’t
appear next to keywords that might be
inappropriate
○ “plane crash” -> Jetstar

○ Negative Topics protect brands from
appearing next to inappropriate content


Interest Category Targeting


Interest Category Targeting 1 of 5
Settings




Settings>Ad Group

1. Name your ad group
2. Select image ad for Google Display Ad network
3. Leave Keywords & Placements blank


Settings>Ad Group> Ad Creation



Or Google UTM URL


Settings>Ad Group> Ad Creation > Ad


Audiences

1. Select the
relevant interest for
targeting


Topic Targeting


Topic Targeting 1 of 6
Settings




Settings> Ad Group

1. Name your ad group
2. Select image ad for Google Display Ad network
3. Leave Keywords & Placements blank

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Settings> Ad Group> Ad Creation



Or Google UTM URL


Settings> Ad Group> Ad Creation > Ad


Settings> Ad Group> Ad Creation > Ad> Topics


Settings> Ad Group> Ad Creation > Ad> Topics

1. Select the relevant
topics for your
campaign


Contextual Targeting


Contextual Targeting 1 of 6
AdWords Editor


Keyword Tool

1. Fill in the relevant fields

2. Select the relevant fields



1. Review all the results from the tool and select the appropriate group and keywords.
2. Export keywords/adgroups into excel and import it back to AdWords Editor



1. Click on any
campaign and
select “make
multiple changes”



1. Select the
relevant fields

2. Paste the
relevant fields
into the box


Optimisations
 Types of optimisations
 Days of Week Advertising
 Hour of the Day Advertising
 Negative Keywords


Types of Optimisation
○ Campaign Settings ○ Time/Day of Week

○ Pausing Ad Groups ○ Geographic

○ Expanding Ad Groups ○ Demographic Bidding*

○ Keywords

○ Negative Keywords

○ Placement exclusions

○ Category Exclusions

○ Landing Pages

○ Creative Rotation

○ Frequency Cap


Day of Week Advertising

 All campaigns would use ad scheduling to control when they run


Hour of the Day Advertising

 All campaigns would use ad scheduling to control when they run
 Call centre open ads would include click to call phone details and phone extensions


Negative Keywords


Google Analytics Tagging
 Types of optimisations
 Days of Week Advertising
 Hour of the Day Advertising
 Negative Keywords


Tagging

Types of Types of Data Example Example of Data
Tagging
Client Web Analytics Omniture, Google Analytics Time Dwell, Bounce Rate, pages consumed

Agency Adserving Mediamind/Doubleclick/ Clicks, impressions
Google AdWords

1. Why do we need to know this?
a. Tracking – To ensure we are embedding the right tags for tracking
b. De-duplication – For all acquisition focus campaign that has more than 1 supplier and have
more than $10k spend will need to build the ad tag in mediamind and send it to Google to
adserve our ad tag in their system.

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Google UTM URL Tagging

If the site is tagged with Google Analytics
and we are not running the campaign in
Mediamind.

It is mandatory to be tagging the URL with
Google UTM tagging


UTM URL Best Practice


Conversion Funnel & Goals

○ Define a funnel that leads to your conversion

○ Allows you to visitor progress towards you goal

○ You can identify common exit points


REGEX | Conversion Funnel

○ You can use Regular Expressions (RegEx) to gain insight into the funnel path:

○ User exhibits behavior:
○ Page 1 = /index.html

○ Page 2 = /category-footwear.html

○ Page 3 = /category-clothing.html

○ Page 4 = /category-headwear.html

○ Page 5 = /products/kangol-tropic-player-trilby.html

○ Page 6= /cart/basketview.html

○ Page 7= /cart/registration.html

○ Page 8 = /cart/paymentoptions.html

○ Goal = /cart/salesorderconfirmation.html

○ Need to know conversion rate of categories to products to purchase:
○ Step 1: index.html

○ Step 2-4: ^/category.*/

○ Step 5: ^/products.*/
○ Step 6: ^/cart/basketview.html

○ Step 7: ^/cart/registration.html

○ Step 8 : ^/cart/paymentoptions.html

○ Goal: ^/cart/salesorderconfirmation.html
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Conversion Funnel


Google AdWords Conversion Tracking 1 of 4


Thank You.


Google Ad Words Step By Steps

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