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Keyword Matching Options
• broad match
• [exact match]
• “phrase match”
• +modified broad match
• -negative match
– Note that even with Exact Match, close variants are no
longer optional. Your ad may show for singular/plural or
misspellings, for example.](https://image.slidesharecdn.com/enterprisecenter-adwordsworkshop-150316122853-conversion-gate01/75/Google-AdWords-What-the-Pros-Know-20-2048.jpg)
![29
Exact Match
• [Bracket] delimiter
Phrase Match Keyword Ads may show on searches for Ads won’t show on searches for
[tennis shoes] tennis shoes
tenis shoes
red tennis shoes
buy tennis shoes](https://image.slidesharecdn.com/enterprisecenter-adwordsworkshop-150316122853-conversion-gate01/75/Google-AdWords-What-the-Pros-Know-23-2048.jpg)
![32
Negative Match
• Keyword = women’s hats
Negative Match Ads may show on searches for Ads won’t show on searches for
-women girls’ hats
sun hats
hats for women
women’s hats
-”women’s hats” girls’ hats
women’s baseball hats
women’s hats
Women's hats
women's hats for sale
want to buy women's hats
-[women’s hats] buy women’s hats
women’s hats on sale
women’s hats
Women's hats](https://image.slidesharecdn.com/enterprisecenter-adwordsworkshop-150316122853-conversion-gate01/75/Google-AdWords-What-the-Pros-Know-26-2048.jpg)
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Google AdWords: What the Pros Know
The document outlines effective strategies for managing Google AdWords campaigns, including keyword selection, ad creation, and cost-per-click considerations. It emphasizes the importance of understanding the differences between search and display networks and optimizing quality scores to improve campaign performance. Additionally, it provides practical tips for troubleshooting, budget strategies, and the use of analytics tools to enhance conversion rates.
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Google AdWords: What the Pros Know
- 1. What the ProsKnow
- 2.
- 3. 3 Level-Set • Do youcurrently manage campaigns on AdWords? • Are they profitable? • Can you prove it? • Any particular issues or challenges you’d like to learn more about today?
- 4. 4 Agenda • Your objectives& Google’s objectives • Search vs Display • Fundamentals of Search PPC – Keyword selection & targeting – Matching options – Ad creation, options and best practices • Cost per click – Quality Score – Ad Rank • Examples, tips and take-aways Important Tip Common Mistake
- 5. 5 • Get moreprospects to your website as inexpensively as possible • Convert a higher percentage of website visitors into leads • Convert a higher percentage of leads into sales Your Online Marketing Objectives
- 6.
- 7. 7 6,332 10,625 14,413 15,723 19,443 26,145 31,221 37,453 4,160 5,788 6,714 7,167 8,793 10,386 12,465 13,125 $0 $10,000 $20,000 $30,000 $40,000 $50,000 $60,000 $70,000 2006 20072008 2009 2010 2011 2012 2013 Other / Motorola Display Network Google.com Yearly Revenue
- 8. 8 • More advertisers •More money from each advertiser • More people clicking on ads • Charge more for each click Google’s Business Objectives
- 9. 15 Basic Concepts • AdWordsis an Ad-Serving Engine used by advertisers to bring traffic to their websites. • AdSense is an Ad-Serving Engine used by website publishers to monetize visitor traffic • AdWords allows advertisers to “fish in 3 ponds” – Google Search – Search Partners – Display Network (AdSense participants)
- 10. 16 Search vs DisplayNetwork • Search ads appear on Google search results and search network partners (AOL, Google Maps, etc.) • Search ads are formatted as text • Display ads appear on >1 million different sites that allow Google to show ads • Display ads can be text or image ads. Image ads can appear in 8 different configurations
- 11.
- 12. 18 Search vs DisplayNetwork • PPC ads in BOTH Search & Display Network by default • Motivations of clickers are different – Intent, motivation (Search) – Discovery, awareness (Display Network) • Display Network clicks are generally cheaper, BUT: – Non-contextual match – Greater incentive to cheat – Always run Search and Display in separate Campaigns
- 13. 19 Display Network Ads •Text • Image
- 14. 20 Image Ads • Appearon Display Network sites • Can be animated • Acceptable file formats: .GIF, .JPG, .JPEG, .PNG, .SWF • File size limits: 150 KB or less for all files – 250 x 250 square – 200 x 200 small square – 468 x 60 banner – 728 x 90 leaderboard – 300 x 250 inline rectangle – 336 x 280 large rectangle – 120 x 600 skyscraper – 160 x 600 wide skyscraper
- 15. 21 Image Ads –Things to Consider • Include a text ad in your Display Network campaign – Some sites don’t support Image ads • Image ads include a “cancel” feature – When someone clicks it, your ads will be “muted” for that user -- they generally won’t see your ad again
- 16. 22 Display Network Targeting •Keywords • Interests and Remarketing • Advanced targeting – Age, gender, affinity audiences • Placements
- 17. 23 Fundamentals • Basic AdWordsStructure Item What it is Account Billing and account access Campaign Network, budget, geo-target, day-parting Ad group Ads, keywords, bids, landing page URLs Account Campaign1 Campaign2 Campaign3 Ad Group1 Ad Group2 Ad Group3
- 18. 24 Finding & SelectingKeywords • Google Keyword Planner • Google auto-complete • SpyFu / SEMrush
- 19. 25 Grouping Keywords • Whatis the ….motivation ….mindset ….perspective ….of the person typing in the search keyword? • Learn Chinese vs. Chinese Language Lessons vs. Mandarin Instructor • BMW Tuning vs. BMW Tuner
- 20. 26 Keyword Matching Options •broad match • [exact match] • “phrase match” • +modified broad match • -negative match – Note that even with Exact Match, close variants are no longer optional. Your ad may show for singular/plural or misspellings, for example.
- 21. 27 Broad Match • Nodelimiter Broad Match Keyword Ads may show on searches for low-carb diet plan carb-free foods low-carb diets low calorie recipes Mediterranean diet plans low-carbohydrate dietary program
- 22. 28 Phrase Match • “DoubleQuote” delimiter Phrase Match Keyword Ads may show on searches for Ads won’t show on searches for “tennis shoes” red leather tennis shoes buy tennis shoes on sale red tenis shoes shoes for tennis tennis sneakers laces
- 23. 29 Exact Match • [Bracket]delimiter Phrase Match Keyword Ads may show on searches for Ads won’t show on searches for [tennis shoes] tennis shoes tenis shoes red tennis shoes buy tennis shoes
- 24. 30 Modified Broad Match •+keyword Modified Broad Match Ads may show on searches for Ads won’t show on searches for +tennis +shoes tennis shoes tenis shoes shoes for playing tennis red tennis shoes red tennis sneakers buy tennis footwear court shoes
- 25. 31 Negative Match • Keyword= tennis shoes Negative Match Ads may show on searches for Ads won’t show on searches for -walking tennis shoes tenis shoes shoes for playing tennis red tennis shoes tennis walking shoes tennis shoes for walking
- 26. 32 Negative Match • Keyword= women’s hats Negative Match Ads may show on searches for Ads won’t show on searches for -women girls’ hats sun hats hats for women women’s hats -”women’s hats” girls’ hats women’s baseball hats women’s hats Women's hats women's hats for sale want to buy women's hats -[women’s hats] buy women’s hats women’s hats on sale women’s hats Women's hats
- 27. 33 Negative Match Usage •When: – With Broad, Phrase and Modified Broad Match Keywords • Why: – Avoid non-relevant searches – Improve Click Through Rate
- 28. 34 Creating Ads -Objectives • Match Ad to Keyword “intent” • Write 2 or more ads per ad group. Rotate ads and monitor CTR
- 29. 35 Creating Ads • 25character headline • Display URL • 35 character subject line x2
- 30. 36 Creating Ads • Top-3ads – May expand headline – Sitelinks
- 31. 37 Text Ad Tips –Look at other ads, try to make yours stand out – Headline – Include Keyword – Subject Line 1 – Benefit – Subject Line 2 – Feature or offer
- 32. 38 Ad Extensions &Sitelinks Google Shopping Campaigns Sitelink Extensions Callout Extension
- 33. 39 Battle of theGiants Hal VarianJerry Yang
- 34. 40 Quality Score • QualityScore from 1 – 10 is assigned to each Keyword
- 35. 41 Quality Score affectsyour Cost Per Click QS Affect on CPC (2013) 10 Discounted by 80% 9 Discounted by 64% 8 Discounted by 48% 7 Discounted by 32% 6 Discounted by 16% 5 No change 4 Increased by 16% 3 Increased by 32% 2 Increased by 48% 1 Increased by 64% Source: WordStream
- 36. 42 A higher QualityScore gives you… • Reduced Cost-Per-Click • Higher ad position • Quality Score is calculated based on: – CTR (~60% weight) – Ad Relevance (~25% weight) – Landing Page quality (~15% weight)
- 37. 43 Improving Quality Score •Expected CTR – Not the same as “CTR” – Bidding for a higher position won’t fix QS • What to try – Rewrite ad copy • Try different approaches – stand out from the crowd – Use Ad Extensions – Sitelinks, callouts, etc. – Change or pause keyword – e.g. different matching option
- 38. 44 Improving Quality Score •Ad Relevance • What to try – Rewrite ad copy • Use keyword in headline or body of ad copy (bold)
- 39. 45 Improving Quality Score •Landing Page Experience • What to try – Increase information on LP – Improve layout – Use keywords in headline and body copy – Allow navigation on LP – Move response form to a separate page – Reduce page load time
- 40. 46 Bidding and AdPosition • Bids are placed at the Keyword level • Your bid is the maximum you are willing to pay – But often you will pay less • Ad Rank determines your Ad Position – Top position ad does not always pay the most – Ad Rank = Bid x Quality Score – Ad Rank affects Impression Share • Just because your ad is in Position 1 doesn’t mean it’s shown all the time
- 41. 47 How Google calculatesthe cost of your click P1 = B2 Q2 Q1 P1 - Price paid by advertiser B2 - Next-highest-placing ad’s bid Q2 - Quality Score of next-highest- placing ad Q1 - Advertiser’s Quality Score
- 42.
- 43. 49 More ad targetingoptions • Available under Campaign > Settings – Geographic – Time of Day and Day of Week – Average Household Income
- 44.
- 45. 51 Ad Delivery • StandardDelivery • Accelerated Delivery • Ad Scheduling
- 46. 52 Setting Budgets • TrueStory: – Help us double our spend on Google!
- 47. 53 Budget Strategies • Determineaverage value of a lead or sale and work your way back • Generally, more spend = lower click quality $$$ Click Quality $$ $
- 48. 54 Budget Strategies • Useconversion tracking to find cost-effective keywords • Check spend against daily budget – If you often hit daily budget limit, consider eliminating under-performing keywords and ads – Google’s advice is to increase your budget
- 49. 55 Landing Page Optimization ConsumerInterest & Behavior Landing Page Users Awareness Browsers Interest Evaluators Desire Transactors Action Customers • A good landing page answers the questions: – Do you have what I want? – Why should I buy it from you? – What should I do next?
- 50. 56 Troubleshooting & Optimization •Networks • CTR • Quality Score • Conversion Rate • Search Terms Report • Getting advice from Google
- 51. 57 • AdWords, Bing,Facebook, LinkedIn • Challenges: – Complex management platforms – Pay for each click – Lead attribution • Most common failures: – Low-quality clicks – Few or no conversions rates Pay-Per-Click advertising
- 52. 58 • Regional pestexterminator • Spending $8,000 / mo. for clicks • AdWords account managed by the business owner with help from Google Case Study
- 53. 59 Before and After Before:1 mo. Later: % spent on bad keywords 24.7% 4.1% About $2,000 per month wasted on totally bogus keywords
- 54. 60 Bogus keywords? • antsin my pants game • how do ants move on those tiny legs • alvin and the chipmunks • swot analysis (about $8 per click!) • squirrel meat • 1997 maxima power ant • bed bath and beyond
- 55. 61 …pests you didn’tknow existed • mortar and pestle • powerpoint terminates suddenly • where can I buy german roach • how to get taller • homeless man ant got no rent • i ant got no iphon
- 56. 62 …and for theintellectually curious • do squirrels sleep • what is the name for a female raccoon • worlds biggest rat • pictures of bedbugs • pictures of bedbug bites • are bedbugs asexual • aesop’s ants working all day long
- 57. 63 But it’s worsethan that… Before After Click-Through-Rate 1.03% 3.55% • Poor keyword choices lowers CTR • Low CTR hurts Quality Score • Poor Quality Score increases Cost Per Click, but lowers Ad Position and Impression Share
- 58. 64 • Adwords, Bingand LinkedIn PPC can attract highly targeted traffic BUT platforms are tricky – Competition is fierce, so clicks are expensive – Adwords default settings optimize Google’s income • Devote internal resources to develop great offers and assets to convert paid traffic into leads. Conversion is key! Take-aways
- 59. 65 • Not everynut can be cracked with Search. – LinkedIn can target precise demographics • Utilize web analytics and conversion tracking – Don’t guess -- Invest in what works Take-aways
- 60. 66 Take-aways • You don’tneed to overhaul your whole website first • Use Web Analytics – track everything! • Keep Search and Content campaigns separate • Align keywords, ads and landing page copy • Daily checkups – especially at the beginning!
- 61. 67 Take-aways • Start outwith top positions for strong Click- Through-Rate (CTR) and Quality Score • Take advantage of matching options • Kill underperforming keywords early • Use Negative Keywords – check your Web Analytics!
- 62. 68 Tools and Resources •Google’s Keyword Planner – Requires Google AdWords account • Google Ad Preview Tool – Simply “Google” ad preview tool • Google AdWords Editor – http://www.google.com/intl/en/adwordseditor/
- 63. 69 Tools and Resources •Google Analytics • Google Webmaster Tools – https://www.google.com/webmasters/tools/ • Competitor analysis – SEMrush – SpyFu
- 64. 70 Hans Riemer [email protected] 978-482-0131 Questions? • Businesscard or email address • Indicate if you’d like a free 15 minute private review of your AdWords account