Getting a better handle on reading data on AdWords as well as reporting it.

2. Campaign Management
Insights
Tina Manyanya

3. “ AdWords has two main networks:
Search and Display. The AdWords
Search Network reaches people when
they’re already searching for specific
goods or services. The Display
Network helps you capture someone's
attention earlier in the buying cycle. ”

4. Are My Customers Really Using Search Engines To Make Buying
Decisions?
1. 86% of consumers use the Internet to find a local business (WebVisible survey)
2. 72% of consumers prefer to find information on local merchants via search. (WebVisible survey)
3. 29% of consumers search for local businesses at least every week

5. Why Use Google AdWords?
Google owns 71% of the search market share. (Netmarketshare.com). This stat alone answers the
question, but we won’t stop at just search. Here are some stats about Google’s Display network…
1. Google owns the world’s largest online display advertising network. (comScore)
2. Google display campaigns reach 80% of global internet users. (Google Benchmarks and Insights)
3. Consumers exposed to display ads are, on average, 155% more likely to search for brand- and
segment-specific terms. (Specific Media)

6. Do Google AdWords Campaigns Really Work?
1. Businesses make an average of $2 in revenue for every $1 they spend on AdWords. (Google Economic
Impact Report)
2. 72% of AdWords marketers plan to increase their PPC budgets (Search Engine Watch). This is a strong
indication that those businesses were generating positive ROI.
3. 70% of mobile searchers call a business directly from Google Search. (Expandedramblings.com)
4. 70% of mobile searches result in action being taken within an hour. (Mediative Labs)
All this making Sergey and Larry richer men than they already are…. 97% of Google’s total revenues
comes from advertising.

7. Search
“Sending the right message, to the
right person at the right time and in
the right places across all devices”

9. Targeting - Search
1. Keywords
2. Geographic
3. Time/Day
4. Type Of Device
5. Keyword Match Types

10. Key Performance Insights (Reporting) – Finance Vertical
• From the last campaign what insights and opportunities were found, and how did that affect the
past month being reported on. For instance you could say, we chose to focus on lowering CPC and
this has been achieved, also increasing conversions. We also added negative keywords which
affected the relevance of our ads to potential buyers also decreasing the bounce rate.
• X keyword was better performing across all campaigns
• Non-branded conversions contributed x of the total x
• Desktop did well in device searches, with x conversions overall
Metrics January February March April
Clicks x X x x
Click Through Rate c c c c
Avg. Position Overall o o o o
Conversions e e e e

11. Performance by Device Type
Desktop still dominates in search with a higher percentage of conversions.
Device Impressions Clicks CTR Avg CPC Cost Conversions Avg. Position
Computers x x x x x x x
Mobile devices with full
browsers
o o o o o o o
Tablets with full browsers e e e e e e e
Grand Total

12. Google Display Network/YouTube
“Sending the right message, to the right
person at the right time and in the right
places across all devices”

14. When advertising on the Google Display Network, ads appear across a large collection of websites, mobile apps, and
video content.
• Google AdSense publisher sites, including AdSense for Domains and AdSense for Errors
• DoubleClick Ad Exchange publisher sites
• Google sites such as Google Finance, Blogger, and YouTube (Google web search not included)
With over 2 million Display Network sites that reach over 90% of Internet users worldwide (Source: comScore), there
are a lot of opportunities to reach customers.

15. Targeting
Contextual targeting: Match relevant site content
• Keywords: We choose words and phrases relevant to the products and services offered by the client.
AdWords looks for sites with content related to those keywords, to show our ads. The ad may also show on
websites that someone visits after they’ve visited another site that is related to the keywords.
• Topics: Similar to keywords, this lets us place our ads on website pages about the topics that we choose.
Instead of developing a list of words or phrases, we choose categories of information, such as “Autos and
Vehicles.”

16. Targeting
Audiences: Reaching specific groups of people
• Audiences: Depending on the advertising goals we want to achieve, we can choose the audience that best
matches our customers. To drive brand awareness, we use affinity audiences to reach TV-like audiences on a
broad scale.
• Interest categories: This allows us to reach people interested in products and services similar to those the
client offers. When targeting interest categories, we can show our ad to people who demonstrated specific
interests.
• Remarketing: This option helps us reach people who have previously visited our website, in simpler terms.
• Demographics: This option allows us to reach people who are likely to be within the age, gender, and parental
status demographic group that we choose.

17. YouTube
TrueView video ads run on YouTube and across the web through the Google Display Network. With more than 1
billion users, YouTube is available in 70+ countries and 60+ languages, and offers rich content from all over the
world. The Display Network reaches over 90% of Internet users worldwide through 2 million sites (source:
comScore).
• TrueView In-Stream (Skippable Ads): We use this format when promoting video content before videos on
YouTube and the Google Display Network. Paying only when a viewer watches 30 seconds of the video (or the
duration if it's shorter than 30 seconds)
• TrueView In-display: We use this format when promoting a video next to YouTube videos, as part of a YouTube
search result or within other website content across the Google Display Network. Paying when viewers choose
to watch the ad by clicking a thumbnail.

18. Insights – GDN FMCG Vertical
1. Age group attracting the most views, if objective of media consumption is targeting
certain demographics over others.
2. Location attracting most impressions/views – which can be used to optimize the
campaign towards a certain region
3. What category in terms of targeting is engaging more with the content
4. Which devices are working best with the content

19. GDN Insights
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Demographics Interest Group Placements Placements Generic Placements Portuguese Topics
Total Clicks Costs

20. GDN Insights
Undetermined
Undetermined, 60%
Female 18-24
Female 25-34
Female 35-44
Female 45-54
Female 55-64
Female 65 or more
Female Undetermined
Male 18-24
Male 25-34
Male 35-44
Male 45-54
Male 55-64
Male 65 or more
Male Undetermined
Undetermined 18-24
Undetermined 25-34
Undetermined 35-44
Undetermined 45-54
Undetermined 55-64
Devices Demographics breakdown
(Gender & Age)
Mobile devices
with full
browsers, 87%
Computers
Mobile devices with full
browsers
Other
Tablets with full browsers

21. les questions?
Drop me an email – tinamanyanya@gmail.com

22. Bye
Tina Manyanya