1. Workshop
November 28, 2010
Elias Dabbas
1

2. A bit about me…
2

3. • Search and Search Partners
• Content (Display Network)
3

4. Search and Search Partners
4

5. Search Partners
• Search engines using Google technology
• Sites having a custom search powered by
Google 5

6. • Automated way for publishers to “sell”
advertising on their site
• Publishers place a piece of code on pages and
Google automates the process of bidding,
placement, pricing, payments, etc…
Content (Display) Network
6

7. Content (Display) Network
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8. 8

9. 9

10. Types of Ads
Text
Image
Display Ad Builder
Video
Mobile (web)
Mobile (call)
10

11. Text Ads
• Headline: 25 characters
• Description Line 1 & 2: 35 characters
• Display URL: 35 characters
• Destination URL: 1,024 characters
– Destination and display URLs can be different, but
the domain has to be the same 11

12. Image Ads
Formats: gif, jpg, png, swf
Sizes:
468 x 60 Banner
728 x 90 Leaderboard
250 x 250 Square
200 x 200 Small square
336 x 280 Large rectangle
300 x 250 Inline rectangle
120 x 600 Skyscraper
160 x 600 Wide skyscraper 12

13. Display Ad Builder
• Customize your own ad online
13

14. 14

15. • Automatic resizing for all available sizes
15

16. Video Ads (Click to Play)
16

17. 17

18. Mobile Ads – Smart Phones
18

19. Wap Text Ads
19

20. WAP Image Ads
20

21. Account Structure
Campaigns
Ad groups
Ads
Keywords
Destination URLs
Bids
21

22. AdWords Account Structure
Ads &
Keywords
Ad Groups
Campaigns
Account Website1.com
Restaurants
Order Online
Great Deals from great
restaurants. Order now
Website.com/orders
Unbeatable Prices from great
restaurants. Order now
Website.com/orders
Order food
Food online
Order pizza
Bids
Destination
URLs
Information
Concerts
Rock Concerts
22

23. Account
• One Google account
• Accessible / manageable by several accounts
• Different access levels
– Admin
– Standard
– Read Only
– Email Only
23

24. Campaign (Settings)
• Parameters under which ads/keywords/ad
groups function
– Language
– Network(s)
– Geography
– Daily Budget
– Device
– Scheduling
24

25. Language Targeting
Make sure you only target people who will be able to read your content, watch out
for languages that use similar scripts
Keywords may have different meanings (e.g. British vs. American English)
Ad text can produce different responses
25

26. Geographical Targeting
26

27. Time of the Day / Day of the Week
27

28. Campaign Best Practices
• Use a consistent naming convention
– Make sure campaign name includes as many
useful parameters as possible
E.g. AR-Mob-GCC-Used Cars Search
EN-Mob-GCC-Used Cars Search
EN-Mob-GCC-Used Cars Display
• Separate search and content (display)
• Separate PCs and mobiles
28

29. Ad Groups
• Groups of ads that appear to any of a group of
keywords
Keywords:
used cars
buy used cars
used cars for sale
used car dealers
29

30. Ad Group Best Practices
• Keywords as closely related to each other as
possible
• Always test more than one ad
• Make sure you have a good relevant landing
page(s) for each ad group
30

31. Ads
Ads relevant to
specific keywords
Each ad group should be focused on a topic
Ads should communicate messages
specifically according to keywords
31

32. AdWords Account Structure
Ads &
Keywords
Ad Groups
Campaigns
Account Website1.com
Restaurants
Order Online
Great Deals from great
restaurants. Order now
Website.com/orders
Unbeatable Prices from great
restaurants. Order now
Website.com/orders
Order food
Food online
Order pizza
Bids
Destination
URLs
Information
Concerts
Rock Concerts
32

33. Keyword Research
Keyword Tool
Insights for Search
Competition (Organic)
Competition (AdWords)
33

34. Keyword Tool
34

35. Market Shares
Quizz:
Which is the most searched car on Google?
BMW, Mercedes, Toyota, Ferrari, Porsche
35

36. Enter each keyword and analyze results
36

37. Car Brand Market Shares
Car Brand Queries / Month Market Share
BMW 9,140,000 40.7%
Toyota 5,000,000 22.3%
Mercedes 3,350,000 14.9%
Ferrari 2,740,000 12.2%
Porsche 2,240,000 10.0%
22,470,000 100.0%
41%
22%
15%
12%
10%
BMW
Toyota
Mercedes
Ferrari
Porsche
37

38. Keyword Match Types
Broad match: coffee beans
Similar keywords, plurals, variations, synonyms
Coffee bean, great coffee bean shop,
Phrase match: ‘coffee beans’
Exact string with other keywords before or after
Coffee beans shop, buy coffee beans, get coffee
beans
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39. Keyword Match Types
Exact: [coffee beans]
Will only show ads if and only if the exact string
of characters is searched for
Negative: -capuccino
Helps make sure you are eliminating content you
don’t have
39

40. 40

41. • Shows relative popularity in countries and
cities
41

42. Competition – Organic (Natural)
42

43. Competition – Paid(AdWords)
43

44. Sponsored Links
Who am I competing with?
How many competitors are there?
How tough is the competition?
Will I need to revise my targeting strategy?
Use the preview tool
44

45. AdWords Preview Tool
45

46. Conversion Tracking and
The Campaign Life Cycle
46

47. What do I want my users to
DO?
47

48. Conversion
Any task (action) you want users to complete
when they come to your website
Purchase Upload a video
Upload a photo
Request a quote
Submit question
Refer a friend
Register
Submit Form
48

49. Ad  Landing Page + Funnel  Thankyou Page
Step 1
Step 2
Step 3
49

50. How Conversion Tracking Works
• Click ID includes information about campaign,
keyword, ad group, ad text, etc…
50

51. Conversion Code on Thankyou Page
• Users can only access the
thankyou page if and only if
they complete a specific
action
• Number of visits to that
page are considered
conversions
51

52. • Total Spend: $10,000
1,000,000
impressions
20,000
clicks
400
conversions
52

53. • Total Spend: $10,000
• CTR
• Conversion Rate
• CPM
• CPC
• CPA
1,000,000
impressions
20,000
clicks
400
conversions
53

54. • Total Spend: $10,000
• CTR: 20,000 / 1,000,000 = 2%
• Conversion Rate
• CPM
• CPC
• CPA
1,000,000
impressions
20,000
clicks
400
conversions
54

55. • Total Spend: $10,000
• CTR: 20,000 / 1,000,000 = 2%
• Conversion Rate
• CPM
• CPC
• CPA
1,000,000
impressions
20,000
clicks
400
conversions
55

56. • Total Spend: $10,000
• CTR: 20,000 / 1,000,000 = 2%
• Conversion Rate: 400 / 20,000 = 2%
• CPM
• CPC
• CPA
1,000,000
impressions
20,000
clicks
400
conversions
56

57. • Total Spend: $10,000
• CTR: 20,000 / 1,000,000 = 2%
• Conversion Rate: 400 / 20,000 = 2%
• CPM
• CPC
• CPA
1,000,000
impressions
20,000
clicks
400
conversions
57

58. • Total Spend: $10,000
• CTR: 20,000 / 1,000,000 = 2%
• Conversion Rate: 400 / 20,000 = 2%
• CPM: $10,000 / 1,000,000 / 1,000 = $10
• CPC
• CPA
1,000,000
impressions
20,000
clicks
400
conversions
58

59. • Total Spend: $10,000
• CTR: 20,000 / 1,000,000 = 2%
• Conversion Rate: 400 / 20,000 = 2%
• CPM: $10,000 / 1,000,000 / 1,000 = $10
• CPC
• CPA
1,000,000
impressions
20,000
clicks
400
conversions
59

60. • Total Spend: $10,000
• CTR: 20,000 / 1,000,000 = 2%
• Conversion Rate: 400 / 20,000 = 2%
• CPM: $10,000 / 1,000,000 / 1,000 = $10
• CPC: $10,000 / 20,000 = $0.5
• CPA
1,000,000
impressions
20,000
clicks
400
conversions
60

61. • Total Spend: $10,000
• CTR: 20,000 / 1,000,000 = 2%
• Conversion Rate: 400 / 20,000 = 2%
• CPM: $10,000 / 1,000,000 / 1,000 = $10
• CPC: $10,000 / 20,000 = $0.5
• CPA
1,000,000
impressions
20,000
clicks
400
conversions
61

62. • Total Spend: $10,000
• CTR: 20,000 / 1,000,000 = 2%
• Conversion Rate: 400 / 20,000 = 2%
• CPM: $10,000 / 1,000,000 / 1,000 = $10
• CPC: $10,000 / 20,000 = $0.5
• CPA: $10,000 / 400 = $25
1,000,000
impressions
20,000
clicks
400
conversions
62

63. • Total Spend: $10,000
• CTR: 20,000 / 1,000,000 = 2%
• Conversion Rate: 400 / 20,000 = 2%
• CPM: $10,000 / 1,000,000 / 1,000 = $10
• CPC: $10,000 / 20,000 = $0.5
• CPA: $10,000 / 400 = $25
1,000,000
impressions
20,000
clicks
400
conversions
63

64. Other Tools
• AdWords Editor
• Google Analytics
• Google Website Optimizer
64

65. AdWords Editor
65

66. 66

67. Dashboard
• Compilation of the site-wide traffic
data
• Highly customizable
• Should include the 6-8 main KPIs
you are tracking on a daily basis
67

68. Visitors
• Who came to my site?
• Which countries did they come from?
• How many times do they visit me per month?
• How long do they stay on the site?
• How many are unique?
• What kinds of computers do they have?
68

69. Traffic Sources
• What medium is my traffic coming from?
Search engines, direct, referring sites, etc…
• What specific medium is my traffic coming from?
Search engines: keywords, search engines
Referring site: exact URLs
• How effective is each source in achieving my goals?
69

70. Content
• Which pages did they view?
• Which content is the most popular?
• Which sections are working well?
• Are people searching on my site?
• Example: How popular is article #456245?
70

71. Tracking Goals
• Actions that you want people to complete on your site (conversions)
• Tracking goals indicates how good you are
at satisfying customers, and how
interesting they find your site
71

72. Intelligence
• New feature showing abnormal changes in numbers
• Guides you to hidden changes
• Alerts you to potential problems before
they explode
• Alerts you to good news so you can build on it
72

73. eCommerce Tracking
• Special setup, helps give context to your sales figures, products, revenue,
conversion rate, etc…
• Helps you answer important questions
 Which traffic source is more likely to generate sales?
 How many days does it take a user to buy?
 Which keywords are more likely to generate bigger orders?
73

74. Summary
• Search and Search Partners
• Content (Display Network)
74

75. Types of Ads
Text
Image
Display Ad Builder
Video
Mobile (web)
Mobile (call)
75

76. AdWords Account Structure
Ads &
Keywords
Ad Groups
Campaigns
Account Website1.com
Restaurants
Order Online
Great Deals from great
restaurants. Order now
Website.com/orders
Unbeatable Prices from great
restaurants. Order now
Website.com/orders
Order food
Food online
Order pizza
Bids
Destination
URLs
Information
Concerts
Rock Concerts
76

77. Keyword Tool
77

78. Ad  Langing Page + Funnel  Thankyou Page
Step 1
Step 2
Step 3
78

79. Tools
79

80. Thank you
Elias Dabbas
elias@media-supermarket.com
eliasdabbas@gmail.com
+971 55 953 18 26
80