Published on March 4, 2014
GET Y OUR BRAND ON TOP
WHAT IS ADWORDS? No matter what your budget, you can display your ads on Google and their advertising network. Created by Google, AdWords is the simplest way for you to advertise your business on the internet locally and around the world. This powerful tool allows you to create an ad, choose your keywords and set when and where you want your ad to appear. Google will then place your ad on its search page for potential customers to see and click on. It's the easiest way to increase traffic to your site and store. AdWords works through a combination of four key features: - Your Campaign Settings - Your Keywords - Your Ad Rank - The Google Bidding Auction
CAMPAIGN SETTINGS Considering your customers' preferences, habits, and traits can help you choose the right settings for your campaign Understanding Your Customers To better understand your customers you should consider the following factors: 1. Words and phrases they use to search online 2. Types of websites they visit 3. Geographical location 4. How they contact you Creating a customer profile gives you some insight into the campaign settings you might consider: - Keywords that will trigger your ads to display in search results - Websites where you might want your ads to appear - Geographic locations where your ad should display - Additional information you might want to include in your ad, such as a phone number or link to the contact page on your website
CAMPAIGN SETTINGS Organizing Your Campaign Use ad groups to bundle related ads with related keywords to show ads that are relevant to the searches of people you’re trying to reach. AdWords is organized into three layers: account, campaigns, and ad groups. •Your account is associated with a unique email address, password, and billing information. •Each ad campaign has its own budget and settings that determine where your ads appear. •Your ad group contains a set of similar ads and keywords. A collection of ad groups forms a campaign. Use ad groups to bundle related ads with related keywords to show ads that are relevant to the searches of people you’re trying to reach.
CAMPAIGN SETTINGS Setting Your Budget AdWords shows recommended budgets for campaigns that repeatedly meet their daily budget but have the potential to earn more clicks and impressions. Setting your budget properly requires you to think about how much you want to spend and what results you're expecting for your campaign. AdWords lets you set an average daily budget for each campaign based on your advertising goals and the general amount you're comfortable spending each day. Budget tip: Start small. If you're a beginner, try a daily budget of US$10 to US$50. Check your account soon after applying a new budget to see how your campaigns have performed. You can always change your budget at any time.
UNLOCK YOUR KEYWORDS Selecting high quality, relevant keywords for your advertising campaign can help you reach the customers you want, when you want. Keywords are words or phrases you choose to match your ads with corresponding user search terms and relevant web content on the Google Network. To get your ads to appear when people search for your product or service, the keywords you choose need to match the words or phrases that people use, or should be related to the content of the websites your customers visit. You can also add negative keywords, so your ad doesn't show for searches that include those terms. This can help you reduce costs by making sure your ad shows only to the audience you want. Quick Keyword Tips: Choose your keywords carefully: Include terms or phrases that your customers would use to describe your products or services. Group similar keywords: Try grouping your keywords into themes. These themes can be based on your products, services, or other categories. Pick the right number of keywords: Most advertisers find it useful to have somewhere between five and 20 keywords per ad group.
HOMEPAGE KEYWORDS One of the most important AdWords job is to test and identify keywords and other elements of your site to make sure you're getting the best response possible from your online traffic. Here are a few suggestions about the best home page elements to test for these purposes: Headline: Use the results from your tests to form different headlines. Proclaim a big benefit, ask a question, start telling a story and so on. Offer: Do your visitors prefer an e-book, a newsletter, a mini-course, a sales quote? Location of opt-in form: Try the opt-in form in different locations. On the right or the left, above the scroll etc. Graphics: Test different photos of the product. Add shadow. Make the pictures bigger or smaller. Experiment with removing the header graphic. Try different colors and fonts for text and hyperlinks. Background color: Try lighter or darker colors, warmer or cooler, with or without repeating background graphics. Multimedia: Test adding audio or video to your page to orient, instruct, and win over your visitor.
THE BIDDING AUCTION Some of the more popular customer actions include cost-per-click (CPC), cost-peracquisition (CPA) and cost-perthousandimpressions (CPM). Google AdWords works on an auction system that allows advertisers to create campaigns around almost any budget giving you complete control over your advertising costs. There's no minimum amount that you have to spend. You set an average daily budget and choose how you'll spend your money. Every time someone searches on Google, AdWords runs an auction to determine the ads that show on the search results page, and their rank on the page. To place your ads in this auction, you first have to decide what type of customer action you'd like to pay for then decide the maximum amount you would pay for that action. How AdWords Works: 1. The search - Someone searches for "pizza delivery" 2. Ads are whittled down - The AdWords system finds all ads whose keywords match that phrase "pizza delivery" closely enough. 3. Ads whittled even more - From that set of matching ads, the system ignores any that aren't eligible, like ads that target a different country or are disapproved. 5. Ads appear - The searcher sees relevant ads appear. 6. Repeat the process - The whole auction process starts again with potentially different results each time, depending on the competition at that moment.
KEYWORD BIDDING Keyword Bidding The bid you place on your keywords also help determine how much you pay. These bids specify the maximum amount you're willing to pay each time someone clicks your ad. This is called the maximum cost-per-click (max. CPC). If you're just beginning to use AdWords, you might want to use automatic bidding. You set a target 30-day budget, and AdWords sets your bids for you. Tip In general, a higher CPC bid can allow your ad to show at a higher position on the page.
WHERE DO MY ADS APPEAR? How does Google determine whose ads will appear and in which order? AdWords can display your ads on Google search, search partner Sites, and the Google Display Network It's done automatically, based on what Google calls Ad Rank. Google search and search partner sites: When you build your ad groups, you select keywords relevant to the terms people use when they search, so your ads reach customers precisely when they're looking for what you offer. Google Display Network: If you've chosen to show ads on Display Network sites, AdWords uses your keywords to place your ads next to content that matches your ads. Google's technology scans the content and web address of a webpage and automatically displays ads with keywords that closely match the subject or web address of the page. For example, on a webpage that includes brownie recipes, AdWords might show ads about chocolate brownies or delicious dessert recipes.
WHERE DO MY ADS APPEAR? AdWords on Google Search Pages:
WHAT IS AD RANK? To improve your ad position, you can increase your bid, or you can focus on improving your Quality Score. Your Ad Rank is a value that's used to determine your ad position, where ads are shown on a page. Ad Rank is calculated using your bid amount and Quality Score. - Ad Rank determines your ad position - where your ad shows on the page in relation to other ads. - The main components of your Ad Rank are your bids and the quality of your ads, keywords, and website as measured by what we call Quality Score. So even if your competition has higher bids than yours, you can still win a higher position at a lower price by using highly relevant keywords and ads. - Your Ad Rank is recalculated each time your ad is eligible to appear, so your ad position can fluctuate each time depending on your competition at that moment.
TERMS TO KNOW Google AdWords is rich in jargon and insider language. You may find that it's helpful to have a ready list of common AdWords terms at your fingertips.
TIPS TO OPTIMIZE The following list details several helpful hints that can save you time when you're creating an AdWords campaign
DO’S & DON’TS Do This!
DO’S & DON’TS Don’t Do This! Don’t send all users to your home page without telling them where to go next. Don’t rely on broad or generic keywords. Don’t overlook negative keywords i.e in a campaign advertising windows for the home, you'd want to avoid anyone also searching for the word "Microsoft.” Don’t stick with under-performing keywords. Don’t forget to connect AdWords to your Google analytics account.
ADWORDS MOBILE Mobile Ads With Google AdWords Consumers are using their smartphones and tablets to search more than ever. Mobile searching is becoming more and more popular with the increase in tablet and smartphone technology. Website traffic for smartphones and tablets has more then doubled in the past year. 7% Q 1 2012 W ebsi Traf i te fc Q 1 2013 W ebsi Traf i te fc 11% 5% 88% 10% Tradi onal ti Tabl et Sm artphone Tradi onal ti Tabl et Sm artphone 79% Mobile Search: Mobile search frequency to major e-commerce sites on tablets and smartphones has almost doubled in the last year. Making sure your ads appear in mobile searches and on mobile sites is key to growing your brand.
ADWORDS MOBILE With the market switch to mobile devices, it is becoming more and more important to make sure your AdWords will display on mobile devices.
KEYWORDS ARE THE KEY A strong keyword selection for your ads is the most important step in creating a successful AdWords campaign. • It is important to understand how keywords work and the best ways to select them for your campaign. •Without the right keywords your ad will never get seen – or it will get seen by the wrong people and you will be wasting your time and money. The next few slides detail different tips for selecting the best keywords for beginner, intermediate and advanced AdWords users.
BEGINNER TIPS 1. Think like a customer when you create your initial list. Write down the main categories of your business and the terms or phrases that might fall under each of those categories. Include terms or phrases your customers would use to describe your products or services. Example If you sell men's athletic footwear, you might start off with some basic categories that customers would use, like men's sports shoes. You can also add men's sneakers, or men's tennis shoes, if you find out these are commonly used terms for your products. Expand your list further by including your brand and product names. Tips •When you add keywords to an ad group, you can manually enter one keyword per line or add keywords with an embedded spreadsheet. To use a spreadsheet, click the Add keywords by spreadsheet link. •If you'd like to add keywords that contain multiple words (phrases), you don't need to use hyphens or any other punctuation. For example, if you'd like to add the keyword men's sports shoes, you would add it to your list as men's sports shoes.
BEGINNER TIPS 2. Select more general or specific keywords depending on your goal. To reach customers more effectively, select specific keywords that directly relate to your ad's theme. Using more specific keywords would mean that your ad only appears for terms that apply to your business. But keep in mind that if the keywords are too specific, you might not be able to reach as many people as you'd like. Choose general keywords if you'd like your ad to be eligible to appear for a large number of search terms. In most cases, adding very general keywords might make it difficult to reach potential customers because your ad could appear for searches that aren't always related to your business. Example #1 If you sell men's athletic footwear, you might choose specific keywords like men's cross country shoes, a type of shoe you offer. That way, for example, your ad would be eligible to appear when someone visits a website about cross country running. Example #2 If you're a large shoe retail store, you might choose a general keyword like shoes. That way, for example, your ad would be eligible to appear when someone searches for a wide variety of shoes or visits websites about fashion.
BEGINNER TIPS 3. Group similar keywords into themes. Try grouping your keywords into themes based on your products, services, or other categories. That way, you can create ads about your keyword themes and then, you can show more relevant ads to potential customers when they're searching for a specific product or service. Additionally, you can keep your account better organized if your keywords are grouped into themes. Example If you own a candy store, you can have a group of keywords for chocolate candy and another group of keywords for sour candy. Then, you can create separate ad groups for these groups of keywords and have specific ads for chocolate candy and for sour candy.
INTERMEDIATE TIPS 4. Pick the right number of keywords. Most advertisers find it useful to have somewhere between five and 20 keywords per ad group, although you can have more than 20 keywords in an ad group. However, remember to group your keywords into themes. If you use broad match type, you don't need to include other variations of your keywords, like possible misspellings or plural versions. Keywords of two or three words (a phrase) tend to work most effectively. Example If your ad group contained the broad match type keyword tennis shoes, your ad would be eligible to appear when someone searched for any variation or term in the table below.
INTERMEDIATE TIPS 5. Use the Keyword Tool to find and select new keywords. You can get keyword ideas by using the Keyword Tool. This tool will also show you how often people searched for those keyword idea, which can help you decide which keywords to add without as much guesswork. Example If you enter the phrase chocolate candy in the Keyword Tool, it might show you gourmet chocolate candy or dark chocolate candy as additional keywords to consider. Learn How to Use The Keyword Tool here: https://www.youtube.com/watch?v=kp9cWZgdYcc
INTERMEDIATE TIPS 6. Improve your click through rate with negative keywords. In some cases, you'll want to prevent your ad from showing for terms that aren't relevant to your product or service. Try adding negative keywords to help you reduce costs and make your ad appear only for the search terms you want. Example Let's say you're advertising an online bookstore that only sells new books. If you don't want your ad to appear for used books, you might consider adding the terms used and secondhand as negative keywords to keep these terms from triggering your ad. 7. Use the search terms report to further improve your keyword list. The search terms report gives you information on what people were searching for when they saw your ad. This information can help you remove poorly performing keywords or add new ones. You can also use the search terms report to help you identify negative keywords.
ADVANCED TIPS 8. Use keyword match types to better control who sees your ads. Keyword match types give you greater control over who sees your ads. For example, with the exact match option, you can make your ad eligible to show up only when someone searches for that exact keyword or close variations of that exact keyword, like misspellings or plural versions, and nothing else. Keywords aren't case-sensitive; they're matched without regard to upper-case or lower-case letters. For example, you don't need to enter chocolate candy and Chocolate Candy as keywords -- just chocolate candy will cover both. Example If you sell chocolate candy and want to show your ad to people who are interested in buying chocolate candy only, you might want to add terms like buy chocolate candy and gourmet chocolate candy as exact match keywords. That way, your ad will be eligible to show when people search for those exact terms or close variations of them only. How To Use Keyword Match Types On The Search Network: https://www.youtube.com/watch?v=ZLfxIKw1V3Y
ADVANCED TIPS 9. Choose keywords that relate to the websites your customers see. On the Display Network, your keyword list helps show your ads on relevant websites that your customers visit. Try choosing keywords that are related to each other and are related to the websites your customers see. Learn more about choosing keywords for Display Network campaigns. Since Google matches your ads to relevant websites using your keywords, all keywords used for Display Network campaigns are considered broad match. You can fine-tune your keywords by excluding certain keywords from ad groups that target the Display Network. Here's an example of when you might want to exclude certain keywords. Example Let's say you're an optometrist and you create a keyword list that includes glasses terms. Websites about vision care would target keywords on your list, such as eye glasses and eye exam. You could also exclude the term wine to prevent your ads from appearing on sites about wine glasses. For a more detailed look into choosing keywords – check out this video from Google: https://www.youtube.com/watch?v=EXqWWC6v1is
AdWords is the first step in determining a successful online program. Understanding what customers and prospects are searching for as related to your business is the cornerstone of any digital marketing strategy.
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