Introduction to Keyword-Targeted Advertising

Learning Objectives

After completing this topic, students will be able to:

• Define keyword-targeted advertising

• Explain where keyword-targeted ads are shown

• Define contextually targeted advertising

• Describe the characteristics of good keywords and text ads

Slide 2
Why You Should Learn About Keyword-Targeted Advertising

• Keyword advertising has proven highly effective at reaching

customers search for your product or service

• It’s easy to learn to use it

• You can reach a global audience

• Your small business can compete with Fortune 500 companies

• You can start immediately: ads can be running in 15 minutes

• Choose as small or large a budget as you want, and change your

budget anytime

• Make changes to your ads anytime

Slide 3
What is a Search Engine?

• Search engine: A tool for searching information on the Internet by

keyword

• The most popular search engines are Google and Yahoo, but there
are lots of others

Slide 4
Search Query

search query

Search query: keywords that you type into the search field of a
search engine to find information

Slide 5
Keyword Advertising

User’s
Keyword
Paid
Search
Ads

Search Results
(not paid)

Slide 6
Keyword Advertising

• Keywords are terms that advertisers choose to trigger their ads on a

search engine

• An advertiser designs ads that target consumers who are looking for
his product or service

• Keyword-targeted advertising has proven highly effective by being

relevant to the consumer’s interests at the moment consumers are
searching for products or services online

Slide 7
Why Is Search-Advertising So Effective?

Imagine you’re sitting at a table in a coffee shop.

Traditional methods of advertising (i.e. TV, radio, newspaper/mag) are

analogous to a person stopping by your table uninvited and saying
"Hey, you look like you could use some artificial sweetener! Have I got
the sweetener for you! Try my sweetener!"

On the other hand, the power of search advertising is that the ad is

initiated by a person's interest in the product or service. This is
analogous to the same person in the coffee shop standing up and
yelling "Hey, anyone have any artificial sweetener? Really could use
some for my coffee!"

And at that point a few advertisers wander over and explain the
benefits of their sweetener vs. their competitors'.

Slide 8
Contextual Targeting

Reaches users as they read content online

Google scans a page,

interprets its content and
serves relevant ads Relevant ads
Targeted in real-time

Recipe for Roasted

Garlic Pasta Sauce

Slide 9
A Typical Keyword Target Ad

Title (25 characters)

Ad Text (35
characters)

Display URL (35 characters)

Slide 10
Targeting Ads to Location & Language
Learning Objectives

After completing this topic, students will be able to:

• Explain language and location targeting and its benefits

• Describe why advertising on search engines gives companies global

reach

Slide 12
Location and Language Targeting

Target locations and languages worldwide

Slide 13
Targeting Ads to Consumers in a Specific Location

• For example, you could target your ads to Spanish speakers in

California…or Brazilians who speak Portuguese

• Some search engine advertising platforms like Google enable you to

target to very specific locations, like a city, zip code, or even an area
you define

• Create many different campaigns targeted to many individual

locations

Slide 14
Picking Keywords
Learning Objectives

After completing this topic, students will be able to:

• Describe the types of keywords

• Pick effective campaign keywords

Slide 16
The Relationship of Keywords and Search Queries

1. Keywords are chosen by the advertiser

2. Search query is entered by the user

3. When these match, ad is shown to user

Slide 17
How do I create effective keyword-targeted ads?

Ads that are relevant to their keywords are the essence of a successful
keyword-targeted ad campaign

Targeted More
Ad Sales

Choosing the right keywords is crucial

Think about which keywords your potential customers will use to search for
your product or service…and whether your ad is relevant to those
keywords

Slide 18
How Do I Choose Good Keywords?

Relevant Keywords:

• Accurately reflect products/services being offered

• Match what your audience is looking for

• Target the audience without being too general

Slide 19
Discussion

• If I sell men’s and women’s dress shoes, why shouldn’t I use the
keywords ‘shoes’?

Slide 20
Picking Keywords - Exercise
Choosing the Right Keywords – Selling Dogfood

buy cheap dog food online now

pets Purina dog chow

buy dog food

dog food recipes

dogs

vet canned dog meals

Slide 22
Keyword Matching Overview

• Increase the likelihood that your ad is shown to your desired

audience
• Potentially decrease your cost

• Keyword-match types:

– Broad

– Phrase

– Exact

– Negative

Slide 23
Broad Match

• Broad match keywords reach the widest audience

• Your ad appears even if:

– Other words are included in the query
car = buy used car
– A user types in a similar word to your keyword.
homes = houses

• All the terms must be present

used books ≠ used motorcycle

Slide 24
Broad Match

• Default setting for your keywords

• Terms in the query are not written in the same sequence as your
keyword

car repair = repair car

drug free = free drug

Slide 25
Phrase Match

• Triggers your ad only when the query includes your keyword in the
exact sequence that you specify

• Prevents your ad from showing on irrelevant variations of your

keyword.

• To enable phrase matching for a particular keyword, enclose it in

quotation marks

"your keyword"

Slide 26
Phrase Match

For the phrase-matched keyword "used book", your ad could appear

when users enter the following queries:

used book dealer

buy used book Ad will appear
rare and used books

used paperback book

Ad won’t appear
book of used matches

Slide 27
Exact Match

• The most precise method for matching your keywords

• Trigger your ad only when the query contains the keyword, exactly
as you typed it into the keyword list.

• Exact-match keywords are enclosed in square brackets.

[ your keyword ]

Slide 28
Exact Match

For the exact-matched keyword [used book], your ad could appear

when users enter the following query:

• used book - Ad will appear

• used book seller

Ad won’t appear
• used books

Slide 29
Negative Match

• Prevent your ad from appearing when a search includes a word that

isn't relevant to your ad

• To create a negative keyword, add a minus sign (-) before the

keyword or phrase you want to exclude

• Scour the search results for negatives

• Use the Keyword Tool

Slide 30
Negative Match

For the broad-matched keyword used book and negative keyword

-college, your ad could appear when users enter the following query:

• used book seller

Ad will appear
• buy used book

• used college book Ad won’t appear

Slide 31
Picking Keywords - Exercise
Picking Keywords: Exercise

You have a dog-walking company.

– What keywords should you pick?

– Which match types should you use?

– Which negative keywords might you use?

– 5 minutes

Slide 33
Choosing the Right Keywords

Average US Search Phrase Length

2 word phrases 29%

3 word phrases 22%

4 word phrases 20%

5 word phrases 12%

1 word phrases 6%

6 word phrases 6%

7 word phrases 3%

0% 10% 20% 30%

94% of people in the US search with multi-word phrases

Source: OneStat.com – July 2006

Slide 34
Choosing Keywords - Do’s and Don’ts

Do
Do Don’t
Don’t
•• Choose
Choosekeywords
keywordsrelevant
relevantto
to •• Use
Usegeneral
generaland
andirrelevant
irrelevant
your
yourgoals
goals keywords
keywords
•• Use
Usemultiple
multipleword
wordterms
terms Avoid
Avoid
•• Add
AddNegative
NegativeKeywords
Keywordstoto •• Extremely
eliminate Extremelyspecific
specifickeywords
keywords
eliminateirrelevant
irrelevantsearches
searches
•• Single-term
Single-termkeywords
keywords

Slide 35
Writing Effective Keyword-Targeted Ads
Learning Objectives

After completing this topic, you'll be able to:

• Write clear and compelling keyword-targeted ad text

• Explain what a ‘call to action’ phrase is

• Write ads that differentiate products and services

• Effectively write ads that appeal to local customers

Slide 37
How do I write an effective ad?

• Ad text distinguishes you from the competition

• First impression your company makes on the customer

• Be persuasive and informative

• Communication, appearance, and style are important

Slide 38
Writing Targeted Ad Text

• Ad text distinguishes you from the competition

• Communication, appearance, and style are important

• Be specific, concise and compelling

• Use correct grammar

• Include benefits to the user and a call to action

Slide 39
Writing Effective Ad Text

• Avoid using your company name in title

– Exception:

• When your customers are searching for you by name

• Do use keywords in the title that have proven successful

Slide 40
Include a Call to Action

Examples: Get info. Research here. Download free white

paper. Order our catalog. Buy now. Save money.

Avoid meaningless slogans and gimmicky language

Click Here Visit Us

Slide 41
Differentiate Products or Services

Send Chocolate Gifts

Save 10% on all chocolate orders.
Free shipping over $50.

• Save 50% • Free Shipping

• $10 Off • Free White Paper

• Seasonal Sales

Slide 42
Keywords in Ad Text
Catch your customer’s eye by making sure your
headlines match the keywords.

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figurines The Anastasia Collection -
Porcelain Dolls, Doll Stands, & More
www.Figurines.com

Discount Figurines
Unique Collectibles, Gift Ideas,
Figurines & Miniatures. Buy Online!
www.Figurines.com

Matching terms show up in bold

text on the Google results page.

Slide 43
Advertise by Location

Location in ad text can increase performance

• Attracts attention of local users
• Non-local users will not click on ad

New York Advertising

Slide 44
Inter-capitalize Display URL

Inter-capitalizing your display URL may make your ad

stand out more and lead to better clickthrough rates

Slide 45
Experiment with Multiple Ads

Use multiple ads to test messages and see which on works best

Slide 46
Automatic Optimization of Ads

Slide 47
Writing An Effective Ad - Exercise
Writing Ad Text: Exercise

• Write a compelling ad for your dog-walking company that describes

your product
• Follow these ad-text character limitations :
– Ad Title (25 character limit)
– Two Lines of Ad Text (35 character limit each)
– Display URL (35 character limit)
– Spaces count as characters
• 5 minutes

When done, get in pairs and critique each others’ ads

Slide 49
Other Internet Ad Formats
Internet Ad Formats

Text Ads

Image Ads

Animated Ads

Video Ads

Mobile Ads

Local Business Ads

Slide 51
Keyword-Targeted Advertising Vocabulary
Definition: Impressions and Clicks

• Impression: The displaying of your ad one time to one user

• Click: The action of a user clicking on your ad

Slide 53
Definition: CTR

CTR: clickthrough rate

Clicks
= CTR (expressed as %)
Impressions

Slide 54
CTR Examples

CTR is a measure of relevance

20 clicks
Example Advertiser A: = 0.02 = 2%
1000 impressions

3 clicks
Example Advertiser B: = 0.03 = 3%
100 impressions

Slide 55
Definition: CPC

CPC: cost-per-click

• You are charged only when a user clicks on your ad, hence the
pricing model is cost-per-click
• Also called pay-per-click

Slide 56
Definition: CPM

CPM: cost per 1000 impressions

• Site-targeting campaigns vs. keyword targeted campaigns:

– Site-targeted ads appear next to content on sites that you

choose.

– You pay on a cost-per-thousand impressions (CPM) basis,

paying for how often your ad is shown.

– You are charged for every 1,000 impressions your ad receives

– CPM of $3.00: You pay $3.00 every 1000 times your ad is

displayed

Slide 57
Definition: Quality Score

Quality Score

• Search engines only want quality ads in their results

• So they measure the relevance of keywords and ads and assign a Quality
Score.
• Advertisers are rewarded for having a high Quality Score by having their
ads promoted higher while paying less for clicks.
• Factors may include:
– CTR
– Keyword relevance to ad text
– Landing page quality

Slide 58
Definition: CPC Bid

CPC Bid

• The maximum you pay per click to show your ads

• Top spot are auctioned, so you bid to get to the top spot

• You usually pay less per click than your bid

Slide 59
To Learn More about Google AdWords or Sign Up

• The AdWords Learning Center

– http://www.google.com/adwords/learningcenter/

• Google AdWords Sign Up

– http://adwords.google.com/

Slide 60