Topics we will discuss tonight: 1.Introduction to Google Adwords platform 2.Understanding how to text ads are used. Display advertising will not be discussed in this class. 3.Review of campaign / adgroup / keyword structures 4.Review match type definitions and examples 5.Review the Google Adwords auction process 6.Review Campaign / Adgroup / Keyword targetting 7.Review measurement tool 8.Q&A

Acronyms: 1.CPC = Cost-per-Click 2.CTR = Click Thru Rate 3.QS = Quality Score 4.IS = Impression Share 5.LP = Landing Page

Stats on Paid Search vs. Other Marketing Channels 1.Google.com is the most visited search engine in the world. 2.Paid search attributes about 40% of overall revenue. 3.Search Market Share Breakdown: 1.Google (65.09%) 2.Yahoo (15.89%) 3.Bing (13.10%) 4.Others (5.92%)

Heres how your ad can look on Google:

Understanding Campaign Structure Campaign 1 Adgroup 1 Adgroup 2 Keyword 1 Keyword 2 Keyword 3 Keyword 4 Ad 1 Ad 2 Keyword 1 Keyword 2 Keyword 3 Keyword 4 Ad 1 Ad 2 Keyword 1 Keyword 2 Keyword 3 Keyword 4 Ad 1 Ad 2 Keyword 1 Keyword 2 Keyword 3 Keyword 4 Ad 1 Ad 2 Campaign hold many adgroups Adgroups hold many keywords and ads Campaign, Adgroups and Keywords all have different control attributes. Top Level Middle Level Lowest Level

Keyword Attributes Keywords Keyword attributed allow you to control the following 1.Match Type (Broad, Exact, Phrase, etc.) 2.Bid 3.Destination URL 4.Display Status (on, off) Adgroup Attributes Adgroup Keyword attributed allow you to control the following 1.Bid (Default bid provided that keyword bid isnt set) 2.Display Status (on, off) Understanding Campaign Structure

Ad Attributes Ads Headline – 25 Character Limit 2 Description Lines – 35 Characters per line Display URL – URL that is displayed to the user Destination URL – The URL that the user will be directed to once the ad is clicked Ad Rules & Policies: 1.Ads are measured by CTR 2.Relevance, Clarity, and Accuracy - Ads and keywords must directly and clearly relate to the product or service being advertised. 3.Google AdWords doesn't allow ads that make inaccurate claims. Inaccurate claims include competitive claims, superlatives, and unverified offers. Understanding Campaign Structure

Keywords Attributes Keyword Match Type: 1.Broad: keyword = Allows your ad to show on similar phrases and relevant variations. 2.Exact: [keyword] = allows your ad to show for searches that match the exact phrase exclusively. 3.Phrase: keyword = allows your ad to show for searches that match the exact phrase 4.Negative Match: -keyword = Ensures your ad is not shown for any search term that includes that term Understanding Campaign Structure

Match Type Examples: Broad Search Term: Tennis Shoes Ad may show on searches for: Tennis Shoes Buy tennis shoes Tennis shoe photo Running shoes Tennis sneakers Phrase Search Term: Tennis Shoes Ad may show on: Red Tennis Shoes Buy Tennis Shoes Tennis Shoes Photos Ad may NOT show on: Shoes for tennis Tennis Shoe Tennis Sneakers Understanding Campaign Structure

Match Type Examples: Exact Search Term: [Tennis Shoes] Ad may show on: Tennis Shoes Ad may NOT show on: Red Tennis Shoes Tennis Shoe Buy Tennis Shoes Negative Search Term: Tennis Shoes -used Ad may show on: Tennis Shoes Buy tennis shoes tennis Ad may NOT show on: Used Tennis Shoes Shoes used for tennis Understanding Campaign Structure

Understanding the Auction Process When someone searches for something on Google, Google looks at the Adwords advertisers pool and determines whether there will be an auction. If one or more advertisers are bidding on keywords that Google deems relevant to the search query, an auction is triggered.

Advertisers identify keywords they want to bid on, how much they want to spend, and create groupings of these keywords that are paired into ads. Google then enters the keyword from your account it deems most relevant into the auction with the maximum bid youve specified as well as the associated ad. Understanding the Auction Process

Once you are entered into the auction, Google looks at two factor where your ad ranks: your Maximum Bid and your Quality Score Understanding the Auction Process

You pay the minimum amount you can pay for the position you win if your ad is clicked on. 16 (AR) / 10 + $0.01 = $1.61 Understanding the Auction Process

Understanding Campaigns

Campaign Attributes Campaign Campaign attributed allow you to control the following 1.Language (English, Spanish, etc.) 1.Locations (Country, State, County, City, Street) 1.Networks (Search vs. Content) 1.Devices (PC/MAC, Mobile, Tablets) 2.Budget (eg.$50 per day) 3.Delivery Method (Standard, Accelerated) 4.Advanced Options (Scheduling, Social Settings, etc.) Understanding Campaigns

ROI Tracker The Google ROI tracker is a snippet of code that should be installed on the page that loads when the goal (or sale) is complete. The Google interface will show that a conversion occurred. Conversions (1 Per Click): conversions will count at most one conversion per click. Conversions (Many per Click): count of a conversion every time a conversion is made within 30 days following an AdWords ad click. Conversions (many-per-click) will count multiple conversions per click. Understanding Campaigns

Quick Start Guide 1.Identify your customers (location, language, devices) 2.Find relevant keywords associated with your product or service line 3.Create an attractive ad 4.Select a specific page on your website that is relevant to the users search term and the ad shown 5.Set your bids and budget 6.Enter your billing information 7.Measure …… Optimize ……. Repeat….

Google Adwords Q&A