AdWords 101 Webinar - digitaleggheads.com · The 3Rs of Google AdWords Reach Real-time distribution at massive scale Relevance Your ad is seen only by prospects who are looking for

Google Confidential and Proprietary

Google AdWords

Introduction


Syed Sayem Mustafa

More than 6 years of experience

▪Tradekey

▪Gaditek

▪Daraz Asia | Alibaba Group

Also worked as a consultant for Suncart, Emaymar, Chester Barnard and few other clients

Managed more than $700,000 budget per month


What others say about me


The 4Ws & 1H to Demystifying AdWords

What is AdWords?

Who can use AdWords?

How does this work?

When can I start seeing results?

Who is suited for AdWords?

1

2

5

3

4

Google Confidential and ProprietaryGoogle Confidential and Proprietary

The Google Network?


Connect with ConsumersWhen They

Search

with Google’s

Search Solutions

Connect with ConsumersWhen They

Pursue Interests

with Google’s

Site Targeting

Reaching Customers Online

Reach customers via Two advertising touch points:


Reach Users When They Search

AdWords Ads


Google Content Network

Hundreds of thousands of worldwide content partners

GoogleAdvertising Network*

GoogleContent Network

• Reaches 548 million worldwide Internet users, more than any other property or network

• Tens of thousands of advertising auctions occur every second to select and serve relevant ads

• Hundreds of thousands of worldwide advertisers and publishers

Google Content Network


https://www.youtube.com/watch?v=MTEO7CyHoQw


What is AdWords?


Search: Seeking – and finding –

relevant and useful information.Google’s Mission: Organise the world's information and make it universally accessible and useful.

What Is Search?


Google Search Makes Finding Information Simple


Google Search: Fast and Easy User Experience


Anatomy of a Google Search Results Page

• Organic “Natural” Search Results

• Cost free; results are based on Google ranking

algorithm of relevance to search query


Anatomy of a Google Search Results Page

Sponsored listings:

Top 3 or 4 & Remaining at bottom

Google Confidential and ProprietaryImage ad on Google

Display network

AdWords expands on to Display Sites


Google Value Proposition

The 3Rs of Google AdWords

Reach Real-time distribution at massive scale

RelevanceYour ad is seen only by prospects who are

looking for what you have to offer

ROIPay-per-click model ensure that you are paying

for qualified leads


REACH: Google is in the ‘connections business’

Connect consumersto ALL the information

they care about

Connect marketersto ALL the customers

they care about


REACH: Google Search

Users search for

information here

Users get results here –

matched with relevant ads

Products

Connect with consumers when they search and browse


RELEVANCE: Through Targeted Ads

Targeted AdGood User Experience

Higher Clickthrough

Rate

More Qualified

Leads

Increased Conversions


Region City Radius

RELEVANCE: Sharpen Your Focus

▪ Country, Regional, and City-level Targeting

•Reach customers searching for results in geographic areas you choose

▪ Customized Targeting

•Reach customers searching for results in an area you define

▪ Language Targeting

•Reach users searching in a specific language, wherever they are


ROI: In Metrics and Reporting

Return on Investment (ROI) is the value received from

advertising in relation to the cost of advertising


▪ Reach: Real-time distribution at massive scale

• Shows on Google search, search partner sites and the Google Display Network and reaches a large number of users at scale.

▪ Relevance: Targeted ads

• Attract users who are interested in the product or service.

▪ ROI: Accountable and Measurable Results

• Choose a pricing model that best suits your needs, and measure your return on investment.

AdWords Value Recap

Where do these ads show?


Google and its properties


The Search Network

Ad Distribution: Google ads also appear on searches done on hundreds of partner sites (referred to as search syndicates)

Search query:

Car insurance

Five AdWords ads

under sponsored links


The Display Network - example Indonesia

And more…


Everyone wants to be in First Position

The position of each ad is determined using a ranking formula


The Auction: How Does Ad Ranking Work?

Every time someone does a Google search…


The Auction: Basics

Maximum

Cost-per-

click

Quality

ScoreX

Ad Rank is determined by an auction

of the ad’s relevance and the amount

advertisers are willing to pay


Maximum CPC: You have the control

e.g. If your Max CPC = $1.20, you will never pay more than $1.20 per click

Your Max CPC is the most you are willing to pay

for a click on your ad.

Maximum

Cost-per-

click


Quality Score: Made up of several factors

Quality

Score

Quality Score

Historical CTR

Historical CTR of

display URLsAccount CTR

Landing Page Quality

Ad Group Relevance

Search Query

Relevance


Google

Users

Advertisers

A

U

G

Quality Score is our way of balancing the interests of all parties

in the online advertising ecosystem.

Why do we have Quality Score?


An Auction Example

Advertiser Quality Score Max CPC RankAd

PositionHow much will I pay?

6 $2 12 1

4 $2 8 2

2 $3 6 3

The AdWords Discounter adjusts your actual CPC to the minimum

amount needed to exceed the rank of the ad immediately below it.

(8/6)+ 0.01) $1.34

Min Price

Step 1:

Calculate

Rank

Step 2:

Position

Ads

Joey

Vinny

Sam

(6/4)+ 0.01) $1.51

Step 3:

How

Much?

Notes: Actual CPC is always less than your Max CPC

An advertiser may appear above a competitor and pay less

When can I see results?


Results within the AdWords Account

You can start seeing results within hours


Who is suited for AdWords?


SMEs and large advertisers can take advantage


SMEs and large advertisers can take advantage


What makes it an even playing field?

Maximum

Cost-per-

click

Quality

ScoreX

Ad Rank

Targeting Options

Customized Creatives

Campaign Setting


Account Structure


Account Structure – Cont.

The Campaign Level: Laying the Foundation

The Ad Group Level: Building Your House

Keyword Selection: Interior Decorating

Ad Copy: Exterior Design

Ad Extensions: Adding a Backyard Pool


Campaign Types

Search

Display

Shopping

Video

Universal App Campaign


Goals


Campaign Name


Networks


Locations


Languages


Budget


Bidding


Additional Settings

Keywords


Basic criteria for keyword selection

Relevant (can bring leads/sales)

Sufficient search volume

Affordable


Keyword vs Search Term

Keyword: What we enter in Adwords

Search Term: What people search in Google


Keyword Match Types

[Exact match] (close variants and reverse order)

“Phrase match”

Broad match

Broad match modifier


Keyword Match Types – Cont.

Match Type Keyword

Example

Search Term Matches Will NOT trigger

these

Includes

Exact match [anex chopper] anex chopper

anex choppers

chopper anex

good anex chopper exact matches,

close variants,

misspellings,

reverse orders

Phrase match “anex chopper” buy anex chopper

anex chopper for sale

chopper anex, anex

1043 chopper

all exact

matches (except

reverse order),

phrase matches

Broad match anex chopper buy chopper

cheap choppers

anex 1043 chopper

westpoint chopper*

sandwich maker all phrase/exact

matches,

reverse orders,

can match wildly

Modified broad

match

+anex +chopper buy anex chopper

anex 1043 chopper

cheap choppers anex

buy chopper

cheap choppers

all phrase/exact

matches,

reverse orders,

broad matches

containing all

words with +

sign


Negative Keywords

Keyword

Example

Negative

Match Type

Will Block These

Searches

Will NOT Block These

Searches

anex

chopper

[anex

chopper

parts]

anex chopper parts anex chopper

anex chopper part

chopper parts anex

buy anex chopper parts

“anex

chopper

parts”

buy anex chopper parts

anex chopper parts

anex chopper parts for

sale

anex chopper

anex chopper genuine

parts

chopper parts anex

anex chopper

parts

anex chopper parts

anex chopper genuine

parts

chopper parts anex

chopper parts

anex chopper part

westpoint chopper parts

Ad Copies


Anatomy of an ETA ad

2 Headlines (30 char each)

Description line (80 char)

Path 1 & Path 2 (15 char each) (optional)

Final URL

Mobile URL (optional)


Ad Extensions

Automatic (Consumer ratings, dynamic sitelinks, dynamic structured snippets, etc)

Manual (Sitelinks, Call extensions, Callouts, Reviews, Structured Snippets, Location extensions, etc)

Display Marketing


Display targeting

• Users (behavioral/demographic)

• Webpages/apps/videos


Types of Display targeting

• Keywords (Audience vs Content)

• Placements (Automatic vs Managed)

• Topics

• Interests & Remarketing

• Demographics (Gender, Age, Parental Status)


Interests & Remarketing

• Affinity Audiences (long-term)

• In-market Audiences (short-term)

• Remarketing Lists

• Customer Email Lists

• Similar Audiences


Type of Ads

• Banner ads (different sizes)

• Responsive ads

• Text ads

Documents

AdWords 101 Webinar - digitaleggheads.com · The 3Rs of Google AdWords Reach Real-time distribution at massive scale Relevance Your ad is seen only by prospects who are looking for