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Introduction to Adwords
Module 1
Benefits of Adwords
Basic Features Click-through Rate Cost per Click Maximum Cost per Click Cost-per-thousand Click Quality Score First page bid estimates Optimization
Account Structure
Account Unique email address Password Billing information Campaign Daily budget Geo-targeting Syndication preference Start and end dates Campaign Daily budget Geo-targeting Syndication preference Start and end dates
Key Concepts
From the campaigns tab:
Receive alerts Create a new campaign Change campaign settings See the list of campaigns View campaign status
Enabled: Set to run normally Paused: Temporarily suspended and not currently running Deleted: Deleted and no longer running Pending: Not yet started running Ended: No longer running as end date has already passed
Key Concepts
Clicks: The clicks accrued for the ads in each campaign Impr. (impressions): The number of times that the campaign's ads have been displayed on Google or on sites in the Google Network CTR (click-through rate): The number of clicks divided by the number of impressions that the ads have received. This is expressed as a percentage: 2 clicks for 100 page views equals a 2% CTR. Avg. CPC (average cost per click): The average cost accrued for clicks on the ads within that campaign. Cost: The total costs that a campaign has accrued during the time frame that you selected. Avg. Pos. (average position): This refers to the average position on a search result page that an ad appears in when it's triggered by that keyword. Conv. (1-per-click) (conversion rate): The number of user clicks that turned into actual conversions for the advertiser. Conversion rate equals the number of conversions divided by the number of ad clicks. Cost/Conv. (1-per-click): The total cost divided by the total number of conversions. This tells you how much each conversion costs. This applies only to users who have set up conversion tracking. Conv. rate (1-per-click): Number of conversions divided by total clicks. This tells you your conversion rate. This applies only to users who have set up conversion tracking.
Key Concepts
From the campaigns tab: Account tree: Use this menu beside your account pages to switch between campaigns and ad groups. Performance summary graphs: Use these customised graphs to compare trends on every level of your account. Click the "Change Graph Options" link to see data points such as clicks, impressions and average position or to compare two of these metrics at once. Networks tab: This is where you manage your placements. You'll also see the summary statistics for both your Search and Display Networks. Campaign roll-ups: 'Roll-up' views let you see and edit all a campaign's keywords, placements or ads in one place, instead of finding and changing them ad group by ad group. Dynamic help content: Help sections display the FAQs that you most likely need for the page that you're viewing. Of course, you can also always click the "Help" link in the top corner of your account to see the full Adwords Help Centre.
Key Concepts
Actions you can take from the Campaigns tab: Campaign and ad group creation workflow: Create new campaigns and ad groups with the New+ button at the top of any table. In-line editing: Edit ads, keywords, placements and bids within the tables on the campaign and ad group tabs in your account. Just position your cursor over a row to reveal the editable fields. Copy/move: A click of this button lets you copy and move keywords, placements and ad groups between campaigns without leaving the campaign management interface.
Ad Group Management
Ad groups can be separately named, sorted by results, paused, edited Groups can host different keywords, placements, ads, bids But location and bidding occur at a campaign level Ad groups tab shows you a summary of performance/issues in all groups
Text Ads
Text Ads
NOTE: Double-Width characters (e.g Chinese or Korean) have half the character limits. But punctuation is single width!
Text Ad Guidelines
Editorial and format:
Character limit: Your intended headline, text and URL must fit within the required limits and not be cut off. Prices, discounts and free offers: If your ad includes a price, special discount or "free" offer, it must be clearly and accurately displayed on your website within 1-2 clicks of your ad's landing page. Punctuation and symbols: Among other requirements, ads may only contain a maximum of one exclamation point.
Content: These policies relate to the products and services that you advertise, and may apply to ads and the content of your site. For example, advertising is not permitted for the promotion of certain weapons or for aids to pass drug tests. Link: These policies relate to the Display and Destination URLs in your ad. For example, the Display URL must be accurate and links to your website must allow users to enter and exit the landing page easily.
Text Ad Guidelines
Ads should:
Be simple and enticing Include prices and promotions Strong call to action Include the keywords in the text
Image Ads
Image Ads
Animated or static Never on the search network The power of the image Give each image a title
Don't exceed 50 characters Include an image description Include the campaign or ad group name
All image ads need to first be approved by Google before they start running The display ad builder allows for template designs
Image Ad guidelines
Gif, jpg or png or animated in flash Max size = 50kb Sizes 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
Video Ads
Video Ads
Think entertainment audience One of the largest formats of media consumption Formats
In stream text ads In stream graphical overlay Click-to-play ads
CPM or CPC + always Display network You must use the display ad builder for your ads Managed placements or keyword targeted campaign Low impressions = increase bid
Mobile Ads
Mobile Ads
Smaller to fit on smaller screens Mobile ads MUST lead to a mobile website They can include a Call functionality iPhones (and others) display normal ads, not mobile ads Create a separate campaign (rather) Mobile image ads work the same as the desktop versions except 12 or 18 character limits
Summary Ad Formats
Format Text Image Video Network Search or partner Only partner Only partner Cost CPC CPC or CPM CPC or CPM Format 25,35,35,35 Ad builder Ad builder
Mobile
Rich
Only partner
Only partner
CPC or CPM
CPC or CPM
18,18,18, Call
Ad builder
Quality score is calculated separately for the two networks, so even in one campaign the same ad may have different quality scores for search and display Text ads Text ads + images, video, rich etc.
Targeting
Search Targeting Display Network Targeting Keyword-targeted ads on Google search + Search Network Target languages, location & keywords An entire website, or subsection or even a specific ad unit on a page Contextual targeting
1. 2.
Desktops and laptops or iPhones or other HTML providers Applied at campaign level Can target the Google network Stats with device breakdown No impact on mobile campaigns
Match Types
Type Broad Characteristics Default Largest reach Includes plurals and synonyms Keywords in exact sequence Matches exactly consumer search phrase Prevent your ad from appearing when another word appears in a search Removes an embedded exact search phrase Keyword PR Agency Matching searches PR Agencies Advertising PR agency PR JHB agency JHB PR Agency FH PR Agencies PR Corporate agency PR Agency PR Agencies JHB PR Agencies PR Agency JHB PR Agency Cape Town PR agencies Philips lights Philips lighting Philips
Phrase match
PR Agency
[Exact]
[PR Agency]
-Negative
-{Embedded]
-[Philips] Lighting
Keyword Lists
Refine list
Monitoring Keywords
Quality Score (disabled by default) Keyword analysis tool Remember to adjust poor performing keywords and change the match rules Keywords must match what your advertising
Location
Regional or City Targeting Proximity or radius targeting
Location Challenges
IP address shows wrong location A user outside the target area searches for something specific in it (they will still see your ad, automatically) You target country level, Google then uses their domain, but the user is actually in a different location (e.g. Chris using google.co.za in Amsterdam)
Best practice
Before setting location, check Google Insights for search, optimise for country traffic Check on campaign performance where traffic actually comes from and optimise Different regions can have different landing pages Add location extensions to your ads
Placement Targeting
(Display Network)
Contextual Targeting Your keywords are used to match page level content Remember this is set by default Bidding (in order) Individual placement bids Managed placements bid Display Network bid (or your campaign if you leave it blank)
Individual Placement targeting Placements No keywords required, you choose the sites. Ads appear regardless of content Can be the entire site, section or ad unit Must be part of the network Placement tool will help tell you where to place You still compete in the bid for that space Can exclude up to 5 000 sites
Managed placements Allow for placement targeting or restrictions Separate bid management First Google uses keyword contextual targeting, then managed placement rules
Monitoring Performance
Run a URL report and check: Implement Google's conversion tracking so that you can understand how individual sites are converting for you. Don't focus on lower overall click-through rates (CTR). Remember: A low CTR on a given site does not necessarily mean that your ads perform poorly. Users behave differently on Display Network pages than they do on search sites. For more telling information, rely on your conversion data. When you find placements where ads from one ad group convert well, consider adding them as managed placements on the Networks tab in your ad group. Try raising your bid so that your ads will have a better chance of appearing whenever your keywords put your ad on that placement. Or try doing the opposite with poorer-performing placements: lower your bid to seek a better ROI on those specific placements. Respond only to statistically significant data. It may take several weeks before you can see how your ad is doing on a specific site. We recommend waiting until you have enough click and impression data before making decisions. Use the report to identify and exclude sites that are not converting for your campaign.
Best Practice
Using the right keywords Select placements that match your ad Try using rich media Use placement diagnosis to uncover problems
Bidding
Module 5
Types of bids
Cost per Click Only pay when someone clicks Automatic bidding You set a daily budget, Adwords gives you the most clicks a day for that budget. You can also still set a max CPC Manual bidding Set individual bids at group, keyword or placement level Cost-per thousand impressions Great for branding and visibility Set on group or placement level When CPC and CPM compete against each other eCPM is used (or effective CPM). I.e. working out a CPC into a CPM prising model Conversion Optimiser Set a cost per conversion per campaign Using the conversion optimiser, Google attempts to give you a lower cost per conversion, lowers your bid automatically for less likely clicks. Campaign must receive at least 15 conversions in the last 30 days and maintain a similar conversion rate You can still set a max CPA
Important concepts
When setting up an account consider the value of a click and your daily budget
Adsheduling - Adjust bids by time of day (using the bid multiplier, 10% to 1000% of the original CPC. Note this affects all ads in the campaign Demographic bidding ( Bid + %) Increase your bid when the right demographic is being targeted Best practice:
Choose the bidding strategy that fits your goals Consider automatic bidding for new advertisers
Use bid simulator to see possible advertising results with different bids and keywords
Review where the best bids come from and shift focus
Budgets
Daily budget = amount your willing to spend per campaign on average Up to 20% over budget on a given day, but never over 100% of the budget over the lifespan of a campaign Standard delivery Impressions are spread out through the day Accelerated delivery Display your ad as quickly as possible to your budget
Googles recommended budget is calculated as follows: Determining your total potential impressions Comparing potential impressions with your recent performance and costs Combining daily estimates Tempering recommended amounts to allow for testing
Best Practice
Keep your total account spend in mind when specifying your campaign Remember your bidding amount when setting your budget You may change your budget a max of 10 times a day
Ad Site Quality
Module 6.2
What is ad quality?
Google strives for relevance, in searches and ads (this makes the quality score so important) Quality Score is based on your keyword's click-through rate (CTR); the relevance of your ad text, keyword and landing page; and several other factors. This is calculated for EVERY relevant search Landing page quality is influenced by the usefulness and relevance of information provided on the page, ease of navigation, load time, how many links are on the page and more Quality score is used in:
influencing your keywords' cost per clicks (CPCs) determining whether a keyword is eligible to enter the ad auction that occurs when a user enters a search query affecting how high your ad will be ranked estimating the first page bids that you see in your account
CPM:
The quality of your landing page Placement targeted
You need to enable the quality score tab to view the analysis
Performance Monitoring
Track performance and conversions = identifying which clicks are more valuable and optimising budget. This requires understanding what users are doing on your site
Direct Marketing
Brand Marketing
Ads distributed to those directly interested in your product Generate leads ROI focus CPC AdWords Discounter Smart Pricing
Adwords Proposition
Targeting Search query, Language & Location Networks devices, placement targeting & exclusion tools Pricing options CPC AdWords Discounter Smart Pricing Reporting Changes allow 24/7 Account Snapshot | Keyword Report Campaign Statistics | Ad Report Conversion Tracking | Placement Report Google Analytics | Search Term Report | Hourly Report Saves time buying ads & measuring success
Points to consider:
Review their website: Have a basic understanding of the advertiser's business. What is their flagship product or service? Do some research: Are there articles about the business online? Are they already doing online marketing? Are they in the organic search results? How competitive is the ad space? Learn to speak their language: What vertical are they in? What is their sales cycle? Are there unfamiliar terms? Is there seasonality? What challenges might they face? Begin to plan: How might you build an AdWords account for this advertiser? What products or services would you include in an initial marketing strategy? What products or services might you recommend for expansion?
Invalid clicks
Manual clicks to increase your costs OR automated tools Google has three powerful tools for protecting clicks on AdWords ads: Detection and filtering techniques: Each click on an AdWords ad is examined by our system. Google looks at numerous data points for each click, including the IP address, the time of the click, any duplicate clicks and various other click patterns. Our system then analyses these factors to try to isolate and filter out potentially invalid clicks. Advanced monitoring techniques: Google uses a number of unique and innovative techniques for managing invalid click activity. We can't disclose details about the software, except to say that we're constantly working to expand and improve our technology. The Google Team In addition to our automated click protection techniques, we have a team that uses specialised tools and techniques to examine individual instances of invalid clicks. When our system detects potentially invalid clicks, a member of this team examines the affected account to glean important data about the source of the potentially invalid clicks.
Best Practice
Keep your client updated on progress often Offer multiple metrics for success Dont share your login credentials
Product
Why hire a 3rd party professional
Let's take a look at some pros and cons of each: Guaranteed Clicks Pros
Potentially easier to sell for an untrained sales force Simple value proposition for unsophisticated advertisers
Cons
Requires more click-fulfilment strategy because AdWords platform is not built to support Guaranteed Clicks Can create confusion by placing higher value on clicks rather than leads, phone calls, sales Does not take into consideration click differences across verticals Does not work well for very high-cost or low-cost advertiser packages
Budget-based
Pros
Facilitates operations because of Adwords platform compatibility with a budget-based product Focuses advertisers' attention on value delivered rather than click targets leading to better performing accounts Provides flexibility to allocate different CPCs based on vertical cost variations Provides more flexibility to your Account Management Team
Cons
Challenging to sell to unsophisticated advertisers Challenging to set advertiser expectations
Contracts
Short Term:
Better suited for risk averse advertisers because of increased flexibility Usually provides more signups, but higher churn rates in the long run Offer short-term contracts with auto-renew functions
Long Term
Better suited for advertisers with online experience Usually provides fewer initial signups, but lower churn rates in the long-run Offer long-term contracts with short-term cancellation policy
Prising Model
Some considerations: Ensure your pricing model fits in with your other product offerings (if you offer other products) Create price points that can be easily explained by your sales force Commonly observed pricing models contain upfront monthly service fees or percent-based markups (10-30%) Examples: 10% mark-up + 50 monthly service fee + 100 monthly budget 30% mark-up + 50 monthly budget 100 one-time set up fee + 50 monthly service fee + 100 monthly budget Deliver 100 clicks for 200 If you decide to bundle your products, here are some considerations: Offer different packages for savvy vs. less savvy customers Allow your sales force to offer customised price packages for higher spend customers
At FH
16.5% commission Plus time to set up, manage and report If we dont like them a 10% handling fee as well
Automatic and Managed Placement options are provided by Google Adwords we don't need to make mobile ads for iPhones and similar mobile devices becuse they have full (HTML) browsers and normal text ads can display on these mobiles. phrase-matched keyword triggers your ad to appear for any query that includes your keyword or phrase in the exact sequence and form that you specify. -Negative Keyword: your ad won't appear when a negative keyword you've specified is included in a user's search query. Google domain+users search query+Internet protcol(IP address)=Google determines your location For someone who owns a caf in city use CITY TARGETING: Region and city targeting is best used by advertisers whose audience is concentrated in defined areas. With region and city targeting, you can capture a smaller population segment and receive more qualified clicks.
Managed placements are specific ad placements in the Display Network where you'd like you ads to appear. Which field lets you know if your ad is showing for the keyword, and why and also includes your Quality Score details, which explains whether problems with keyword relevance, landing page quality or landing page load times are negatively impacting your Quality Score? Keyword Analysis Field I have a garments shop and I promote it in my city as well as some parts near by then what type of location targeting I should use?- Customized location targeting Proximity targeting= Target a Radius Contextual targeting means that the AdWords system automatically starts by looking through every possible page in the Google Display Network to find content that matches your keywords. These keywords must be present in the Ad Group which is targeting Google Display Network. Contextual targeting simply means that your keywords are used to place your ads next to content that matches your ads.
This the order of bids priority wise in: Individual Placements bids (Top priority). Managed Placements bids (If there are no individual placements bids set Second Priority). Ad Group Display Network bid (If there are no individual as well as managed placements bid set Third priority). Ad Group Default bid. (If you don't set a Display Network bid, AdWords will use the bid you've set for each keyword ).
You're prompted to set a Display Network bid each time you create an ad group. If you don't set this bid, we'll use the default bid.
To exclude placements visit the Networks tab of any campaign. Expand the "Exclusions" section beneath the table. You can then enter individual placements at the ad group level, and individual placements or categories at the campaign level. Two things to note: Most exclusions apply only to the Display Network. However, if you exclude "parked domains," you'll exclude all parked domain sites on both the Display Network and the Search Network. You can exclude up to 5,000 sites in each of your campaigns. We've instituted this limit to ensure that campaigns don't place unnecessary load on our advertising servers.
You have setup your campaign and all the things are setup correctly but you Ad doesn't show up , What could be the issue?- You have set your CPC or CPM higher than the daily budget On any single day, the AdWords system may deliver up to 20% more clicks than your daily budget calls for. This helps make up for other days within the same billing period in which your daily budget is not reached due to variations in search patterns. (Days in which your daily budget is not reached may include partially paused days.) However, our system makes sure that in a given billing period, you're never charged more than the number of days in that billing period times your daily budget. For example, if you budget US$10 per day, and you're charged for a 30-day billing period, the maximum you would pay is US$300.
A Campaign should fulfill the following requirements: Adwords Conversion tracking must be enabled. The campaign must have received at least 15 conversions in the last 30 days. The Conversion Optimizer requires this conversion history in order to make accurate predictions about your future conversion rate. The campaign must have been receiving conversions at a similar rate for at least a few days. Your maximum CPC bid must be at least US$0.01. Your maximum CPM bid must be at least US$0.25. At which level you can set your Adwords Bid? Ad group level, individual keyword level, placement level Manage ad word bids by ad scheduling and demographic bidding