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Google Adwords Advanced Workshop
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Google Adwords Advanced Workshop
 Google Adwords Advanced Workshop - is a one day practical,
hands-
hands-on course aimed at online marketers, web executives,
webmasters, agency account managers and campaign
managers who need to manage and optimise Google Adwords
paid search campaigns .
 Pre-
Pre-requisites
 Administration access to an active Google Adwords account is required for
the duration of the course. You should have completed the Google
Essentials Workshop or have equivalent knowledge before attending the
Advanced Workshop.
 Objectives
 Upon successful completion of this course, students will be able to manage
and optimise sophisticated Google Adwords campaigns for themselves or
on behalf of clients.
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Today’s timings
 Start – 09:30
 Morning break – 11:00 -11:15
 Lunch – 12:30 – 13:30
 Afternoon break – 15:15-15:30
15:15-
 Wrap-up – 16:30
Wrap-
 Drinks
 Toilets
 Lunch
 Fire exits
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Course Overview
 Session 1
 Where are Google ads displayed
 My Client Centre
 Enabling and disabling access
 Manager Defined Spend & Budgets
 Content Network Advertising
 Controlling where on the content network
 Ad formats available
 Create a content network campaign
 Identifying placement sites
 Session 2
 Creating Image & Video Ads
 Writing Compelling Ad Copy
 Advanced techniques
 Using dynamic keyword insertion
 Keyword Based Landing Pages
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Course Overview
 Session 3
 Detailed keyword research techniques
 A/B testing ad copy
 Planning your tests
 What to test
 Local Business Ads
 Mobile Ads
 Google Adwords Quality Score
 Google Conversion Tracker
 Integrating Adwords with Google Analytics
 Understanding auto-tagging
auto-
 Session 4
 Adwords Editor
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Introductions
 Sharron Lonsdale & ivantage overview
 You
 Your role
 Your company
 Your objectives for attending
 Any particular question/issue you hope to resolve
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About ivantage
 Founded in 2002 by Matt Trimmer
 Independent
 Not compromised by being part of an all-purpose agency
all-
 The only UK agency to have 3 Google certifications
 Adwords
 Analytics (Google Analytics)
 Urchin (Urchin Software from Google)
 London based
 Ranked 33rd UK Agency according to New Media Age criteria
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Client projects – multi-channel retail
multi-
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Client projects - business to business
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What we do
 We specialise in growing online
businesses by
 Generating website traffic
 Using Paid Search (PPC), Natural Search
(SEO), Display Advertising and E-mail
E-
marketing
 Analysing website traffic
 Using Web Analytics to accurately analyse
how visitors find and interact with
websites
 Converting website traffic
 Using Conversion Rate Optimisation to
convert visitors into customers or clients
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Introductions – Your Turn
 Sharron Lonsdale & ivantage overview
 You
 Your role
 Your company
 Your objectives for attending
 Any particular question/issue you hope to resolve
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Organic,
Google Search Results natural,
crawled,
Editorial
Influenced by SEO
Paid, PfP,
PPC, CPC,
Advertising
PPC Management
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Google Adwords – A brief history
 Google Adwords was launched in 2000
 Adwords offers pay per click (PPC) advertising for text, image
video and gadget adverts on the web
 Other auction models allowed advertisers to buy their way to the
top of the listings
 Google introduced the click through rate (CTR) to measure adverts
relevance.
 Relevant ads generate clicks
 Clicks generate revenue for Google
 Adwords generated $21.8 billion revenue for Google in 2008
 Now, the dominate paid search platform
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What is Google Adwords?
 Google Adwords is a Pay-Per-Click advertising service
Pay-Per-
 Advertisers specify
 the words that should trigger their ads (keywords)
 the maximum they are willing to pay per click
 Google search engines then display the ads as sponsored links
 The sequence or ranking depends on
 other advertisers bids
 the “quality score” of the keywords and adverts
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Where are Google Ads Displayed?
 Search Engine Results Pages (SERPS)
 Search Network Partners
Ask, Aol
 Content Network
Ads appear within the content of other websites
Ads are placed based on the content of the site or page, using keywords
and placement targeting
 Google Maps
 Mobile Network
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Google Search Results
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Google Content Network Text Ads
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Joint Exercise
Example of Content network partner
 www.about.com
 Search for flowers
 Select a search result listing
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Image and Video Ad Formats
 Choice of 8 sizes
 Online image ad
builder tool with
100+ templates
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Google Content Network Image Ads
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Google Maps Ads
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How to Access Google Adwords
 Google Adwords Login
 http://adwords.google.com/select/Login
 Login to you Google Account and then select Adwords
Everyone login to their Adwords account
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My Client Centre
 Handles multiple AdWords accounts
 Designed for client managers and agencies
 Need to join the Google Advertising professionals programme
https://adwords.google.co.uk/select/professionalwelcome
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My Client Centre
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Manger Defined Spend
 Allows budget control for the accounts you manage
 MCC account needs to be approved for MDS
 A monthly credit limit is agreed with Google
 A service agreement needs to be signed per currency used
 A Manager Defined Order (MDO) is created for each currency
 Monthly invoices are received from Google with 30 day payment
terms
 You are responsible for reclaiming costs from your clients.
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My Client Centre - Budgets
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Manger Defined Spend Budgets
 Budgets are setup per managed account
 Budgets can be any date ranges (e.g. weekend, weekly, monthly,
quarterly)
 Click costs will not exceed your budget
 Budgets can be setup in advance
 Accounts using a range of currencies can be managed in the same way
 https://adwords.google.com/support/bin/topic.py?topic=10947
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Content Network Advertising
 Content advertising can be a cheaper way to appear on 1st page
 Bids can be CPC or CPM
 CTRs are much lower on the content network
 Content CTRs do not affect campaign quality scores
 Recommend separate search and content campaigns for
controlling budgets and analysis
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Controlling Where on the Content Network
 Content Network Campaign Settings
 Edit campaign setting > networks & bidding
 Select the content network (defaults to on)
 Relevant pages across entire network
 With no keywords Google decides based on ad content
 Keyword matches determine if ad is displayed
 Relevant pages on placements I target
 Only on selected sites
 With keywords only on pages on selected sites that match keywords
 Site exclusion tool to remove specific sites
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Ad Formats
 Text Ads
 Image Ads
 Video Ads
 CPC when user
visits site, not when
they play the video
 https://adwords.google.com/select/imagesamples.html
 http://adwords.blogspot.com/2006/05/click-to-play-video-ads-for-
http://adwords.blogspot.com/2006/05/click-to-play-video-ads-for-adwords.html
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Creating a Content Campaign
Joint Exercise
 Create a placement targeted campaign
 Setup a text advert
 Add placements
 Placement tool
 By category
 By topics/phrase
 By url
 Make a note of ad formats allowed!
 Placement report shows where campaign is running in content
network
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Exercise
 Use the placement tool to find potential content
network sites for your campaigns
 Check some of these sites to see where the ads are
displayed
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Break time
 15 Mins
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Creating Image & Video Ads
 Create your ad in standard size & format
 Gif, jpg, png
 Upload the image file
 Upload the video file
 Name the image
 Display url
 Destination url
 Demonstration
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Display Ad Builder
 Allows you to create ads using a range of templates
 Financial
 Travel
 Seasonal
 The range is continually increasing
 Some templates showcase a selection of products
 Allows you to easily create ads in all standard sizes
 Demonstration
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Display Ad Builder
 Create a display ad for your campaign
 Find a suitable template
 Download a logo or product image from your
website
 Save in all available sizes
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Be Your Own Best Copywriter
 Include a strong call to action
 Include special offers or prices
 Include location or where you ship to/ service
 Be realistic – set expectations
 Compare and contrast – would you click on your ad?

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Writing Compelling Ad Copy - Advanced
 Advanced Techniques
 Split adgroups further (initial structure not usually the best)
 Split out individual high traffic keywords
 Include main keyword in the display url
 Make good use of emphasis (Sales ends soon!)
 Highlight that you are the brand owner
 Official Site
®
™
 Make use of dynamic keyword insertion
 Test what works for you!
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Dynamic Keyword Insertion
 Allows Adwords to insert the keyword that triggered your ad into the ad
text
 Makes the ad appear more relevant
 Search terms are displayed in bold
 Often improves the CTR of your ad, which can reduce your CPC
 If the triggered keyword cannot be inserted, the default text is displayed
 More than allowed number of characters
 Misspelled keywords
 Trademarked term
 Can be used in any part of the ad text
 Check how each keyword would look!!
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Examples of Keyword Insertion
Keyword: Cashmere pullover
Keyword: Cashmere v neck sweater
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Using the Keyword Insertion Tag
 {KeyWord:Default Text}
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Exercise
 Create a new ad in one of your adgroup using
dynamic keyword insertion
 Search on a keyword that triggers the ad and
check results
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Keyword Based Landing Pages
 Destination url on the advert is the default landing page
 All keywords use the same landing page
 Keywords can specify their own landing page which takes priority
over the advert landing page
 If using a bid tool and need to pass information about the keyword
matched
 www.mydomain.co.uk?kw=bananas
 www.mydomain.co.uk?kw=apples
 If there is a specific variation based on the keyword
 Red coat, green coat, could have different landing pages
 Can be used for testing a new landing page
 Allows you to test the page for specific keywords rather than the whole
adgroup
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Joint Exercise
 Go to keywords tab
 Select several keywords & edit in table
 Enter a destination page url & apply to all
keywords
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Lunch
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Detailed Keyword Research
 Keyword research is a continuous process and your keyword list should evolve
 Enter your keywords back into keyword tools and see what new keywords are found
 Temporarily set high traffic or high converting keywords to phrase/broad match
 Run a search query report to find actual search terms used
 Expand keyword list using the longer search phrases used less often - ‘long-tail’
‘long-
 Shopping related terms
 buy, online, uk, purchase,
uk,
 cheap, low cost, bargain
 premium, high quality, expensive
 Consider questions
 how to, where can I
 Use Google predictive text
 Use product specifics
 Model numbers
 Colours
 sizes
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Detailed Keyword Research
 Ensure your keywords are topical
 Google Trends
 Find the keywords customers are using to find you
 Search engines by keyword in Google Analytics
 You may rank well for a keyword in Yahoo but not Google
 Find the keywords users are using in your site search
 Site search reports in Google Analytics
 Target local markets
 Consider seasonal variations
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Ad Copy A/B Testing
 What is your objective?
 Increased brand awareness
 Improved click through rates CTRs -> lower average costs per click (CPC)
 Increased ROI
 More conversions on the site
 Download of documents
 Newsletter subscriptions
 How are you going to measure results?
 Adwords statistics
 Web analytics
 Don’t jump to conclusions – better qualified ads may have a lower CTR but improved
ROI
 Adwords allows several adverts to run in parallel
 Create multiple adverts
 Ads are displayed in rotation
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What Ad Variables to Test
 Calls to Action
 Offers
 Syntax
 Differentiate your ad from the others
 Flair vs Plain
 Try relating to the problem rather than product
 Brand Impact
 Display url
 Landing page
 Don’t jump to conclusions!
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Joint Exercise
 Turn off ad optimisation
 Ad serving -> Rotate (Edit campaign settings)
 Create a second advert for one of your
adgroups
 Check the results tomorrow
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Which Ads Appear at the Top of the Listings?
 Google Adwords uses a quality score
 Influences your adverts position
 Ensures the most relevant ads are displayed
Ad Ranking = Cost Per Click x Quality Score
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What Influences Quality Score?
 What influences the quality score?
 Click through rate of keyword and advert
 Relevance of keyword to search term
 Landing page relevance
 Landing page load times
 Other relevance factors
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Local Business Ads
 Requires a Google Maps Listing
 http://adwords.google.com/support/bin/answer.py?hl=en&answer=34063
 Create business ad
 Enter business name & location
 Business matches are automatically found
 Enter description line 1 & 2
 Destination url
 Upload a business image
Example
 Search pizza delivery london
 Business ad with extra location line
 Google maps listing at top of page
 Business ads appear at bottom of maps page
 Click charge only when user visits your site
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Mobile Ads
 Text ads 2 lines of 18 characters
 Image ads
 Ads can link directly to a phone number
 Ads links to a mobile web page
 Existing mobile web page
 Google can create and host a page for you
 Can target specific operators
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Other Ad Variations
 Google Checkout image
 Product Plus (beta)
 + to display a range of products
 Products are from Google product feed (Merchant Centre)
 Click cost incurred when someone clicks through to the site
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Free Conversion Tracking
Measure return from your campaign and keywords
Make informed bidding and editing decisions
Buy Luxury Cashmere Socks
100% grade ‘A’ Cashmere Socks From
£26 per pair at The Cashmere Outlet.
www.abccashmere.co.uk Clicks CPC Cost/Conv
Cost/Conv
Per Keyword
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How does Conversion Tracking work?
Initiated by the ad click,
The user sees a relevant ad and Google adds a cookie to
clicks on it. Google counts the the user’s browser, and
click, and the user lands on in this way, remembers
www.abcCashmere.co.uk this ad click for next 30
Buy Luxury Cashmere Socks
A user searches on 100% grade ‘A’ Cashmere Socks From
days.
Google.com for £26 per pair at The Cashmere Outlet.
www.abccashmere.co.uk
‘cashmere socks’
The user browses,
purchases a pair of
Google records 1 Google finds socks & lands on
conversion, cookie ID of the ‘thank-
‘thank-you’ page after
reflected on the user’s most completing purchase.
date of the user’s recent ad click.
most recent ad click.
Shopping for Yarn
Check-
Check-out Page
Thank You Page
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Free Google Analytics
Measure how all visitors use your site
Find out what factors drive customer choices
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Integrating Adwords with Google Analytics
 Tracking users after the click
 Essential for successful paid search campaigns
 ROI, downloads, request forms, any action
 One to one relationship between Adwords & Analytics
 Analytics Tab
 Create new GA account
 Or link to existing account
 Turn on auto-tagging
auto-
 My Account > Acount Preferences
 Automatically tags your adwords links
 Provides detailed campaign tracking
 Turn on import cost data
 Google account settings
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Break time
 15 Mins
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Adwords Editor
 Download and Install the Adwords Editor
 Search for Adwords Editor
 Select first search result
 Follow instructions
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Adwords Editor
 Free downloadable application for managing your accounts
 Edit offline & upload
 Make large-scale changes easily
large-
 Make changes in draft
 Advanced searches & edits
 View & sort performance statistics
 Export & import account details
 http://www.google.com/intl/en/adwordseditor/
 http://www.google.com/support/adwordseditor/?hl=en_GB
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Account Management and Navigation
 Linking accounts into Adwords editor
 File > Open > Add account
 Exporting accounts
 csv
 Html (ideal for reviewing)
 Sharing & archiving
 Navigation
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Exercise
 Download your Adwords account into Adwords
Editor
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Google Adwords Editor Interface
 Navigation is controlled using 3 windows
 Left hand campaign structure
 Main window with tabs (Data View)
 Keywords
 Placements
 Negatives
 Ads
 Adgroups
 Campaigns
 Lower Window for selected detail (Edit Panel)
 Dependent on tab selected in main window
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Adding, Editing & Deleting
 Edit in data view or edit panel
 Add/update multiple tools
 Copy and paste
 Select & replace
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Exercise
 Copy an existing adgroup
 Use the replace function to update all the
keywords for the new adgroup topic
 Update the advert text
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Advanced Changes
 Advanced bid changes
 Advanced url changes
 Advanced search
 Find duplicates
 Keyword grouper
 Check & post changes
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Exercise
 Increase all adgroup bids by 5%
 Update a selected list of keywords to create
additional keywords with ‘buy’ appended on the
front
 Check if you have any duplicate keywords
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View Statistics
 Get recent changes
 Download statistics
 Show/hide columns
 Sort by any metric
 Search on statistics
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Exercise
 Download statistics for your campaigns
 Increase all bids for keywords that are position
5 or below by 10%
 Find all adgroups with a CTR of less than 3%
 Consider splitting this group or writing new ads
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Wrap Up
 Where are Google ads displayed
 My Client Centre
 Enabling and disabling access
 Manager Defined Spend & Budgets
 Content Network Advertising
 Controlling where on the content network
 Ad formats available
 Create a content network campaign
 Identifying placement sites
 Creating Image & Video Ads
 Writing Compelling Ad Copy
 Advanced techniques
 Using dynamic keyword insertion
 Keyword Based Landing Pages
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Wrap Up
 Detailed keyword research techniques
 A/B testing ad copy
 Planning your tests
 What to test
 Local Business Ads
 Mobile Ads
 Google Adwords Quality Score
 Google Conversion Tracker
 Integrating Adwords with Google Analytics
 Understanding auto-tagging
auto-
 Adwords Editor
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Help
 Adwords Help Centre
 https://adwords.google.com/support/
 Adwords Learning Centre
 http://www.google.com/intl/en_uk/adwords/learningcenter/
 Group and Blogs
 http://adwords.blogspot.com/
 Books
 Winning Results with Google Adwords by Andrew Goodman
 Ultimate Guide to Google Adwords by Perry Marshall
 ivantage
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Feedback
 www.ivantage.co.uk/feedback
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End of Presentation
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