Knowledge Series - 2 Workshop on Google AdWords Jan 11th 2014

What’s GBG?

Visit gbgmumbai.org to know more

SEO VS SEM

SEM •  Paid •  Instant Results •  Content independent •  Bid for brand, category,

context, misspellings competition and industry, etc.,

•  Complete control over budgets, LP, goals. etc

SEO •  Organic •  Long overhaul •  Content is a key driver •  Limited optimisation for

competition and category search

•  Have limited control over what can be optimised

But What’s common? Both are triggered by a Search Query

Why AdWords Workshop?

We want you to know how to make most out of AdWords and less of a bad experiments

Why AdWords Workshop?

With AdWords, you target brand, category, industry and competitive keywords

Why Google AdWords?

•  Reach people at the precise moment they’re searching for what you

offer

•  You can choose where your ad appears

•  Control your budget

•  See exactly what's working in your ad, and build on it

•  Measure Value

Why Google AdWords?

Whatever is your Business Goal, AdWords will help you achieve it and, Measure it!

•  Online sales

•  Phone calls

•  Website visits

•  In-store visits

•  Online leads

Knowledge Series

Presented by : Sandiip Porwal

Vibhas Sen

Google AdWords

Agenda - Morning

• Introduction

• Intro to PPC – AdWords

• Creating Your AdWords Account

• Adwords Account structure

• Managing Your Account

• Developing Quality Keyword Lists

• Using the Keyword Tool

• Creating Compelling Ad Text

• Using the Google Network

• Ad types (Image Ads, Local

Business Ads, Mobile Ad, Click-

to-Play Video Ads

• Beginning Optimization

• Optimizing to:

• Increase conversions

• Increase traffic

• Improving Quality Score

• Tracking ad performance

• Quality Score

• Google Display Network

• Remarketing

• Billing & Reports

• Best Practices

• Open Q&A

Adwords aka PPC aka SEM

What is PPC?

Pay per click (PPC) is an Internet advertising model in which advertisers pay / get charged only when

their advert is clicked.

PPC History

• October 2000 – Google introduces Adwords to the WORLD ! – Cost Per Impression Model

• February 2002 – Google introduces Pay Per Click Model • January 2005 - Google Advertising Professional (GAP) launched to

certify individuals & companies • August 2005 – Quality score is introduced • November 2005 – Content Network bidding launched • March 2006 – Local Business Ads introduced • June 2006 – Ad Scheduling introduced • November 2009 - Google acquires Admob ( market leader in mobile

display & advertising ) • October 2011 – Google+ launched with Adwords integration • 2013 – Enhanced campaign migration

Xcited!!! Lets Begin

Where does it all begin?

The consumer

A product / service need

Options calling for research

And a search engine called…..

A p r o d u c t / s e r v i c e n e e d

*  

Google Search Results Search Query: ‘buy flowers online’

Google Search Results

THIS IS WHY WE ARE HERE Google Adwords

Be found on Google search

benefits

• control your budget

• innovative ad units

• time & place targeting

• pay for performance

• adjust on the fly

pricing

• pay per click (cpc)

• smart pricing

format customizable

• ad title, text and url

• coupon ads

• product extensions

• local extensions

placement • Google search result pages

• millions of partner sites

Control and convey your brand message the instant users are looking for you on Google or our search partners.

Setting PPC Objectives

•  Critical to decide clear cut-off points before starting •  Objective •  Min / max conversion afordability •  Geo-targeting •  Language targeting

PPC Overview

•  Unique Bid Platform •  Greater competition = greater cost

•  No charge if user sees your ad •  Only pay if user clicks on your ad

•  Simple way to test if your website can work for you •  Requires lots of OPTIMISATION to maximise ROI

Opening an Adwords Account

Creating Your AdWords Account

Creating Your Campaign

• Complete Keyword Research • Decide on your campaign structure • Does your campaign reflect your business/website? • Develop your campaign BEFORE going to AdWords

Keyword Research

• Foundation of your online marketing campaign (for both SEO and PPC) • Example “buy digital camera” vs “digital camera review” • Draw up your Keyword List

• Study your web stats program • Brainstorm • Competitors web sites • Use Online Tools to check frequency of use

• www.wordtracker.com • Google Keyword Tool

Google Keyword Tool

*  

pets  

buy  dog  food  

buy  cheap  dog  food  online  now  

pedigree  dog  food  

dogs  

canned  dog  meals  

dog  food  recipes  

vet  

Choosing the Right Keywords Selling Dogfood

Keyword Types

Structuring

Google AdWords Account Structure

• Account Level • Campaign Level • Adgroup Level • Keywords • Adverts • Structure your campaign to mirror your website • Create separate campaigns for multi-region advertising • Use AdWords Editor to manage your campaign

Google AdWords Account Structure (Example)

• Account Level • Travel Company ( India )

• Campaign Level • Flight • Train • Bus

• Adgroup Level (North India) • J & K

• Keywords • Adverts

Create Compelling Ad Text

• Be Concise, To the Point

• Relevant, accurate text

• Targets specific keywords

• Clear & Accurate display URL

• Working destination URL

• Use Proper Grammar

• Capitalise First letter of words

• Support claims on landing page

• No superlatives/hyperbole allowed

• No inappropriate language

• Use direct calls to action

• No pop-ups on landing page

Follow  the  Search  User’s  Thought  Process!  

*  

Include Multiple Ads

Title Benefit Feature

*  

Include a Call to Action

   

   

Click  Here   Visit  Us  

Examples: get info, research here, download free white paper, order our catalog, buy now, save money

Avoid meaningless slogans and gimmicky language

*  

Send  Chocolate  Gi:s  Save  10%  on  all  chocolate  orders.  Free  shipping  over  $50.  

Differentiate Products or Services

• Save 50% • $10 Off • Seasonal Sales

• Free Shipping • Free White Paper

*  

Keywords in Ad Text

figurines  Collector  Dolls  40%  Off  The  Anastasia  CollecIon  -­‐  Porcelain  Dolls,  Doll  Stands,  &  More  www.AdWordsExample.com  

Discount  Figurines  Unique  CollecIbles,  Gi:  Ideas,  Figurines  &  Miniatures.  Buy  Online!  www.AdWordsExample.com  

Catch  your  customer’s  eye  by  making  sure  your  headlines  match  the  keywords.  

Matching  terms  show  up  in  bold  text  on  the  Google  results  page.  

That’s it! You are almost there

Lets go live with your campaign.

*  

Regional and Local Targeting

• You  can  target  ads  so  they  appear  only  in  locaIons  of  interest  to  you  –  your  neighborhood,  your  service  areas,  your  city  or  your  state.  

Select  from  pre-­‐defined  geographies  

Countries        

Regions  

CiIes  

Define  the  area,  customize  the  targeIng  

Within  a  defined  radius   Within  defined  borders  

OR  

Ad Scheduling

• Campaign/Se_ngs/Advanced  

Slide  ▪  *   Slide    *  

*  

AdWords is Accountable

Monitor Your AdWords Performance

The AdWords interface lets you monitor the performance of each ad that you are running, as well as your overall performance

With AdWords, you always know how your ads—and marketing budget—are performing

Conversion Tracking

Quality Score

Why Quality Score

• Advertisers want to show relevant

ads so that users will click on their

ads and land on their site

• Users want to see relevant ads so

they can easily find what they're

looking for in the shortest amount of

time.

• Google wants the best experience

for both advertisers and users so that

advertisers continue to use the

AdWords program and so users

continue to use Google

USER

GOOGLE

ADVERTISER

Quality Score

Google WANT you to have high QS and will tell you when you do not have this

Google Network

• Text Ads • Images Ads • Mobile Ads • Video Ads

Reports

Billing & Invoicing

Options Post Pay (CC or Invoicing) Pre Pay (Top up option)

Google Display Network

Google Worldwide

• #1 global Internet property with 1 billion searches every day

• 1B unique visitors globally per month to Google Sites

• #1 in search globally •  955M unique visitors a month on the Google

Ad Network and 76.8% reach worldwide • #1 video site YouTube with 2 billion views a

day • The largest global ad network, thousands of

sites across a diverse set of inventory

Google Display Ads

benefits

• millions of sites

• placement targeting

• contextual targeting

• remarketing

• multiplier effect on search

pricing

• pay per click (cpc)

• pay per impressions (cpm)

format • text

•  image

• flash

• video

placement • you choose sites

• google chooses sites:

(contextual targeting)

Engage with Internet users through millions of sites using text, rich media, image and video advertising.

Best in Class Targeting

filters to focus your brand presence above the fold targeting, AdPlanner 1000

add: demographic bids, geographic and time filtering exclude: undesired sites, keywords, categories

contextual targeting by keywords | by categories

by keywords on YouTube

placement targeting remarketing

where they are who they are interest and demographic-category marketing

Remarketing

WHY REMARKETING

Re-engage with visitors after they’ve left your website

Bring back unconverted visitors and improve ROI

More about Remarketing…

Ads Preview Tool

AdWords Editor

http://www.google.com/intl/en/adwordseditor/

Good Landing Pages

Best Practices

• Organise by Theme/Product/Service • Keywords Research • Include Keywords in Advert • Use Correct Landing Pages • Enable Tracking/Conversion

Best AdWords Help Page!

https://support.google.com/adwords/?hl=en#topic=3119071

Google Certification

https://www.google.com/partners/#h_p

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