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Google AdWords essentials

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Introduction to Digital marketing, digital marketing strategy, Search Engine Marketing, Google Analytics, Google AdWords search network, Google AdWords display network.

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Google AdWords essentials

  1. 1. Jawdat Shammas @jshammas
  2. 2. Jawdat Shammas Jawdat Shammas is a web professional since 1996, he is currently the Regional SEO Manager of Souq.com (The largest Ecommerce website in the middle east) Before Souq.com Jawdat worked as online marketing manager for OpenSooq.com (the largest Arabic classifieds website). Jawdat started working in the Digital Marketing field since 2007 where he managed hundreds of digital marketing campaigns for tens of clients in the MENA region and managed thousands of campaigns across Google AdWords, Facebook, Youtube, Twitter and Linkedin. Jawdat is a Certified SEO professional, Certified Internet Webmaster, Certified in Google Analytics for Ecommerce and mobile apps, Certified Zend Engineer and a certified Instructor, he started providing professional training since 2000, Jawdat is a public speaker
  3. 3. Jawdat Shammas 3 Marketing vs. Advertising
  4. 4. Jawdat Shammas 4 What is marketing • Providing the right product • At the right price • In the right place • At the right time • To the right person • Using the right channel • For the right return
  5. 5. Jawdat Shammas 5 What is advertising Advertising tells a story about something to attract attention. Advertising is a step in the marketing process.
  6. 6. Jawdat Shammas 6 What is Digital Marketing Digital marketing is marketing that makes use of electronic devices such as computers, tablets, smartphones, cellphones, and game consoles to engage with consumers and other business partners.
  7. 7. Jawdat Shammas 7 Strategy vs. Plan
  8. 8. Jawdat Shammas 8 Strategy • Where are we today? • Where are we going? • How to get there?
  9. 9. Jawdat Shammas 9 Sostac planning system by PR smith • Situation Analysis • Objectives • Strategy • Tactics • Action • Control
  10. 10. Jawdat Shammas 10 Sample digital marketing plan
  11. 11. Jawdat Shammas 11 Digital marketing plan template from smartinsights.com
  12. 12. Jawdat Shammas 12 Google Analytics
  13. 13. Jawdat Shammas 13 How to setup goals in Google Analytics
  14. 14. Jawdat Shammas 14 Introduction to AdWords
  15. 15. Jawdat Shammas 15 Organic search vs Paid search
  16. 16. Jawdat Shammas 16 Auction based
  17. 17. Jawdat Shammas 17 Ads Filtering
  18. 18. Jawdat Shammas 19 Ad Rank
  19. 19. Jawdat Shammas 20 Ad Rank Formula Ad Rank= Maximum Bid x Quality Score + Ad Extensions
  20. 20. Jawdat Shammas 21 Ad Rank Example
  21. 21. Jawdat Shammas 22 Ad Rank Example
  22. 22. Jawdat Shammas 23 How to improve Quality Score •Organize your account for maximum effectiveness •Choose relevant keywords •Create straightforward, targeted ads •Point users to a landing page with relevant, original content with quick load times
  23. 23. Jawdat Shammas 24 AdWords Account Structure
  24. 24. Jawdat Shammas 25 Google AdWords Account Structure
  25. 25. Jawdat Shammas 26 Google AdWords Account Structure - example
  26. 26. Jawdat Shammas 27 Campaign settings
  27. 27. Jawdat Shammas 28 Language and location targeting
  28. 28. Jawdat Shammas 29 How does Adwords detects user location?
  29. 29. Jawdat Shammas 30 bid adjustment based on location
  30. 30. Jawdat Shammas 31 Daily budget
  31. 31. Jawdat Shammas Delivery setting Ads show Standard delivery • Throughout entire day • May not show every time if budget is below system-recommended amount Accelerated delivery • As often as possible until budget reached • May not show later in the day if budget below system-recommended amount Daily budget delivery setting Standard vs. Accelerated delivery
  32. 32. Jawdat Shammas 33 Ad Extensions
  33. 33. Jawdat Shammas 34 Ad Extensions - Site Links
  34. 34. Jawdat Shammas 35 Ad Extensions - Call extension
  35. 35. Jawdat Shammas 36 Ad Extensions - Location Extension
  36. 36. Jawdat Shammas 37 Ad Extensions - Social Extensions
  37. 37. Jawdat Shammas 38 Ad Extensions - where extensions can be shown
  38. 38. Jawdat Shammas Bidding options What are your campaigns goals? Clicks Impressions Conversions CPC bidding • Generate traffic • Manual CPC • Automatic CPC • Enhanced CPC CPM bidding • Brand awareness • Get your message in front of customers CPA bidding • Get customers to take action • Conversion optimizer
  39. 39. Jawdat Shammas Automatic vs manual bidding Which one is right for you?
  40. 40. Jawdat Shammas Enhanced CPC
  41. 41. Jawdat Shammas 42 Ad groups
  42. 42. Jawdat Shammas 43 Keyword planner
  43. 43. Jawdat Shammas Keyword match types Which one is right for you?
  44. 44. Jawdat Shammas 45 Low search volume? Why •Associated with very little search traffic •May not be relevant •May be too specific What to do? •Change keyword match type •Increase bid
  45. 45. Jawdat Shammas 46 Ad Copy
  46. 46. Jawdat Shammas 47 Enhanced campaigns
  47. 47. Jawdat Shammas 48 Ad copy
  48. 48. Jawdat Shammas 49 Text ads standards and policies What to avoid: • ALL CAPS • Repeated words • Incorrect spacing between words or letters • Number or symbols as letter • Offensive language • Unsupported superlatives or claims • Offers must be accessible to the user within one click of the landing page
  49. 49. Jawdat Shammas 50 Keyword optimization strategies Optimize for CTR • Negative Keywords • Match types • Delete non performing keywords
  50. 50. Jawdat Shammas 51 Tactics to improve Adwords results • Create successful text ads • Improve your keywords • Focus on ROI • Budget optimization • Organize your account • Use opportunities tab to get ideas • Use conversion tracking and negative keywords
  51. 51. Jawdat Shammas 52 Steps In creating an Adwords campaign
  52. 52. Jawdat Shammas 53 Measuring Success
  53. 53. Jawdat Shammas 54 How do you Measure Success?
  54. 54. Jawdat Shammas 55 Performance reports
  55. 55. Jawdat Shammas 56 Performance report sample - Google Analytics
  56. 56. Jawdat Shammas 57 Performance report sample - Google Analytics
  57. 57. Jawdat Shammas 58 Remarketing
  58. 58. Jawdat Shammas 59 Conversions
  59. 59. Jawdat Shammas 60 AdWords Editor
  60. 60. Jawdat Shammas 61 Display Network
  61. 61. Jawdat Shammas 62 Ad Rank on GDN
  62. 62. Jawdat Shammas 63 Targeting on GDN
  63. 63. Jawdat Shammas 64 Targeting on GDN - Placement targeting
  64. 64. Jawdat Shammas 65 Targeting on GDN - Contextual targeting
  65. 65. Jawdat Shammas 66 Targeting on GDN - Interests
  66. 66. Jawdat Shammas 67 Targeting on GDN - remarketing
  67. 67. Jawdat Shammas 68 Ad Creatives on GDN - Text ads
  68. 68. Jawdat Shammas 69 Ad Creatives on GDN - Image ads
  69. 69. Jawdat Shammas 70 Ad Creatives on GDN - Video ads
  70. 70. Jawdat Shammas Thank you

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