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Google AdWords
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• Google AdWords Campaign structure
• Understanding Quality Score
• Ad Performance Monitoring and
Improvements
• Remarketing
Today’s Agenda
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Search Network Display Network
Google Search, Google Shopping, Google Maps,
and Google Groups. Search sites that partner
with Google (search partners), such as AOL
Google sites (like YouTube, Blogger, and Gmail) and thousands of partnering
websites across the Internet
Types of Google Network
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Typical Campaign Structure
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Match type Special symbol
Broad match none
Broad match modifier +keyword
Phrase match "keyword"
Exact match [keyword]
Negative match -keyword
Ad Types
Text ad
Image ad
App/digital content ad
WAP mobile ad
Product Listing Ad
Dynamic Search Ad
Video ad
Types of Google Network
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94% of people search with multi-word phrases
Avg. Search Phrase Length
Quality Score
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Quality score = CTR + Relevance + Landing Page QualityQuality Score plays key role in determining the Ad position & its cost
Quality Score - Ad Rank & Cost
Ad rank = (Max Bid/CPC X Quality Score)Note: If Ad Rank is high, Ad Position(position on SE) is less
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• AdWords is Like Real Estate: It’s all about Location!
How Quality Score Impacts Ad Position
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Conv. Rate VS Avg. Search Position
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How Quality Score Impacts Actual CPC
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85% of Impressions are from 5% of Your Ads
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1. Below Avg. CTR = Low Quality Score2. Low CTR ads:
Have lower Ad Positions (Fewer Clicks) Often don’t even get displayed Get penalized w/ up to 400% higher CPCs Have up to 64% higher cost per conversion
TRY1. Very Picky. Bid on Only the Best Keywords and Get HIGH
CTRs.2. Keep an eye on low performing Keywords (bottom third of
your account)
Poor Keywords with Low CTR
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Ad Performance
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1. Ad Extensions
2. Settings(Location, Ad Schedule, Devices)
3. Dimensions
4. Keyword match types
5. Dynamic keyword insertion
How Can You Improve Ad Performance
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Enhance Your Ads with Extensions
1. Ad Extension
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Different Ad Extensions
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Ad Extensions Impact on CTR
Calls to Businesses worth on Average 3x More Than Clicks to Websites!!
4. Captured Lead
2. Calls Business
2. Clicks On Ad
Desktop Search Conversion Funnel
3% Avg. Conversion Rate
Mobile Conversion Funnel
1. Sees Ad 1. Sees Ad
3. Visits Website Landing Page
3. Lead Captured!!
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Call Extensions Radically Change the Flow
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2. Settings
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You can track data even for individual AdGroup.
3. Dimensions
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5. Dynamic Keyword Insertion
• Broad Match• Phrase Match• Exact Match• Embedded• Negative
4. Keywords Match Type
Converting Traffic withRemarketing
Remarketing
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of people who visit a website leave without completing the actions marketers want them to take
~96%
Your Ad
Your Site
X-
of people abandon their shopping cart without completing a purchase
70%
Larry Kim (@larrykim) #searchex
Typical Conv. Rates are in Single Digits
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REMARKETING is the process of showing ads to the users who have previously visited your website as they browse the web
Did you know?
More than 50%Retargeted customers are more likely to convert than someone who has not been marketed to
What is Remarketing?
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How Remarketing Works?
1. Reach 2. Frequency 3. DiversityOn various pagesReach more users
Reach them frequently
Of the typical remarketing audience, find
Reach them on between As they visit 20 or more pages on a typical day across
84%…within a month
10-18 days… or more out of the month
5-10 sites… of which all pages and
sites have ad space available to Google Display Network buyers
Larry Kim (@larrykim) #searchex28
Typical Reach of Remarketing
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Setting Up Remarketing Tag
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Create Remarketing ListsCreate Remarketing list and assign them to the new/existing AdGroup.
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When Should You Use Remarketing
