Knowledge Sharing Google Adwords

1. Google|Adwords
- Knowledge Sharing -

2. The Adwords
A way
to boost traffic and sales
powered by Google
...

3. Adwords Type
CPC CPM CPA
/ Click /1k Impression / Acquisition

4. Adwords Type - 2
CPC CPM CPA
● /Click
● Traffic
● Network:
○ Search
○ Display
● Ads:
○ Text
○ Media files
● /1k Impression
● Remarketing
● Network:
○ Display only
● Ads:
○ Media files
● /Acquisition
● Conversion
● Network:
○ Search
○ Display
● Ads:
○ Text
○ Media files

5. Adwords Structure
An account may have several campaigns
Campaign will have many ad groups
Ad groups will consist of many ads
Each ads target different keyword

6. Adwords Depends On
Bid / Auction

7. How the Bid Works
Ad Rank = Bid x Quality Score → higher = better
Bid Format Quality Score Ad Rank
$2 High 10 20
$4 No Format 1 4
$3 Low 5 15
$1 Medium 8 8

8. What You Pay
Cost = Bid x Q2/Q1
→ quality comparison between you and the ad below yourself
Bid Quality Score Ad Rank Cost
$2 10 20 8/10*2 = $1.6
$1 8 8 5/8*1 = $0.625
$3 5 15 1/5*3 = $0.6
$4 1 4 $4

9. Adwords Cases
1. No-competitor, but ad below 1st page??
○ maybe bad keywords choice (past data)
○ check your quality score
○ check your bid
2. Skyrocketing COST?!
○ Check your search type (maybe broad search)
○ Use negative keywords
○ Specified your audience
Here is “The Story” where people fail

10. Adwords Cases - CPA
“CPA bidding focuses on maximizing conversions, rather than
clicks. You still pay per click, but AdWords automatically sets
your bids to help you get more conversions.”
- Accelerate. Careful -
Be wise, You must…

11. Adwords Cases - CPM
“Do you even convert?”

12. Before you Advertise
1. Research
○ know your competitor, know your audience
○ keyword planning
2. Optimize your site
○ Page load, structure, target device compatibility
3. Set a good campaign
○ Set how to reach your audience
○ Set your keywords and group your Ads
○ Specified the search

13. Adwords CPA - Setting
→ Set your conversion in adwords tools > conversion
→ get your tracking code, paste in body tag
→ Here is a code sample for “Action” Conversion
<a onclick="trackConv(your_id,"your_label");" href="http://www.yoursite.com">Link</a>
<script type="text/javascript">
function trackConv(google_conversion_id,google_conversion_label) { var image = new Image(1,1);
image.src = "http://www.googleadservices.com/pagead/conversion/"+google_conversion_id+"/?label="
+google_conversion_label +"&script=0";}
</script>

14. Adwords API
→ using My Client Center (MCC)
for what??
● Retrieval
● Management
● Automation
● Reporting

15. Adwords API - Requirement
Required extensions: (only for PHP)
→ ignore if you use Ruby or Python
○ SoapClient (--enable-soap)
○ OpenSSL (--with-ssl)
○ cURL (--with-curl)
→ OAuth 2.0 to connect
→ The library

16. Adwords API - How to use?
1. Create MCC
a. Get customer id
b. Set billing
c. Get developer token
2. Create Project in console.developers.google
a. Create APIs & Auth - credentials
b. Set project name (in Consent Screen)
3. Get refresh token (google-lib) and set in Auth.ini
4. Ready to GO!!

17. Google|Adwords
- Thank You -