1. Tech 4 Africa: AdWords
10 August 2010
Sarah Blake

2. What we’ll be covering
• Quick background to search and some
recent developments
• AdWords - search +
• Key things when setting up AdWords
• Keyword matching - what it means
• Some things to test
• Search Funnel Report

3. A (quick)
background
Credit: mollycakes http://www.flickr.com/photos/mollycakes/

4. Ever wonder how became the
fastest growing company of all time?
Google reported revenues of $6.67 billion for the
quarter ended December 31, 2009

5. They became the gateway to the web

6. Hundreds of million times a day

7. In fact Google receives about 300 million
searches a day in the US alone!
Comscore Media Metrix

9. Most websites are found
using search engines
Forrester Research Report

10. Google is the largest player

11. PPC advertising generates 99% of
Google’s revenue

12. Google’s revenue for the quarter ending
December 2009 was $6.67 billion.

13. Universal search – SERPs are multimedia

14. The old Google model
The new Google model

17. The power of a thumbnail!

18. PPC advertising on search engines
revolutionised the online advertising
industry.

19. Search +
Credit: mollycakes http://www.flickr.com/photos/mollycakes/

20. Today, AdWords is search+

21. Search – matching intent

22. They can appear in a box above the
natural search results.
They also appear on the right hand side of
the natural search results.

23. They’re labeled as Sponsored Links

24. Search+ on search – ad extensions (or
universal search?)
• Product extensions (images)
• Google checkout
• Local business extensions
• Site links

32. Search+ -- AdWords for awareness
• Content network
– Text
– Image > rich
• YouTube
– Promoted videos
– Text
– Image

33. Content network

34. Content network

36. YouTube – Promoted Videos

37. YouTube – Promoted Video

38. YouTube – In video advertising + image ad

40. How it works

41. On every search, there is an auction for
sponsored placement on the SERP

42. Advertisers bid for selected keywords. An
advertiser indicates a maximum CPC.

43. The search engine runs the generalised
second price auction, and ranks the
adverts according to bids and Quality
Score.
It’s supposed to keep everyone honest.

44. The advertiser

45. The search engine

46. Anatomy of a PPC advert
Heading
Two lines of advert copy,
Which can be displayed on one line
www.DisplayURL.com

47. Roses for Valentine’s
A dozen red roses for your love
Fast, free delivery in RSA
www.flowers.co.za/roses
LHR Chauffeur Service
Mercedes Bentley Airport Transfers
Call Free 0800 465 1234
www.iChauffeur.co.uk

48. Advertisers only pay when their advert is clicked
on - pay per click

49. Every time there is a search, there is an auction
for the adverts for that search term
Called a Generalised Second Price
Auction (GSP)

50. Each advertiser pays the bid of the advertiser
below them, plus a standard increment

52. Quality Score
It’s not only about the budget

53. Google looks for relevance indicators
• Keywords in ad copy and on landing page
• CTR
• Bounce Rate
• And a lot of other (very secret) factors

54. Key things when
setting up
AdWords
Credit: mollycakes http://www.flickr.com/photos/mollycakes/

55. The Basics
• Don’t run everything on broad match
• Negative match keywords
• Deeplink to your site
• Track conversions

56. Analytics is a tool for AdWords advertisers
• Enable autotagging
• You can import Google Analytics goals
• Clicks ≠ Visits

57. You need data to make decisions
• Give it enough budget to gather enough
data to be able to make smart decisions
• Consider the sales cycle

58. Search network ≠ Content network
• Run these campaigns separately and
differently
• Ditto for mobile

59. Not an AdWords consideration, but
• Sort out your Google local listings

60. Content network
• File sizes, animations etc are strict
• Every ad is manually checked for editorial
compliance
• Currently, no non-family safe image ads
for SA

61. YouTube
• No autotagging (yet)!
• Use manual campaign tracking to track
and report on campaigns sending traffic to
your website
• Use YouTube insights for PYV insights

62. Remarketing

63. Keyword
matching
Credit: mollycakes http://www.flickr.com/photos/mollycakes/

64. Search always starts with a query
(keywords)

66. Keyword matching

67. 5 types of keyword matches
• Broad match: keyword
• Phrase match: “keyword”
• Exact match: [keyword]
• Negative match: -keyword
• Modified match: keyword +keyword2

69. Some things to test

70. Ad Extensions
• Check to see when these are available!
• Sitelinks, local extensions, product
extensions etc

71. Dynamic Keyword Insertion

72. Display!
• A no commitment entry to the world of
display
• Drag and drop ad creator (or use your own)

73. YouTube!
• PYV if you have your own channel and
videos
• Try it as an awareness network

74. Search Funnel Report
Credit: mollycakes http://www.flickr.com/photos/mollycakes/

75. Currently, we tend to report everything as
a last-click conversion.
But this does not necessarily reflect user
behaviour.

76. Search Funnel report shows all
impressions and clicks in AdWords that
assisted a conversion
Key requirement: tracking conversions in
AdWords (either goals or conversion
tracking)

97. How to use the report
• Could change bidding strategies
• Better overview of searcher behaviour