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Google ads 101 building, optimising and managing search campaigns

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Google ads 101 building, optimising and managing search campaigns

  1. 1. #GoogleAds101 @ivantage with @matt_trimmer Matt Trimmer
 Principal Consultant & Managing Director These Slides: http://www.slideshare.net/ivantage Google Ads 101 - Building, optimising and managing search campaigns
  2. 2. #GoogleAds101 @ivantage with @matt_trimmer 2 Google Ads curriculum • Google Ads 101 - Building, optimising and managing search campaigns • Google Ads 201 - Optimising search campaigns through analysis, structure and control • Google Ads 301 - Extending search campaigns with display advertising and remarketing • Google Ads 302 - Extending search campaigns with feeds, dynamic remarketing and shopping
  3. 3. #GoogleAds101 @ivantage with @matt_trimmer 3 3 slideshare.net/ivantage
  4. 4. #GoogleAds101 @ivantage with @matt_trimmer 4 Timings and housekeeping • Start 9:30 • Break 11:00-11:15 • Lunch 12:45-13:45 • Break 15:15-15:30 • Wrap-up 17:00 • Nearest fi re exit • Toilets
  5. 5. #GoogleAds101 @ivantage with @matt_trimmer 5 Session 1 – Search marketing, account structure, the auction process, quality score, ad ranking and creating a new campaign • Introductions, your objectives and building your action plan • A brief history of Ads • De fi ning paid search (cpc, ppc & pfp), organic search, structured search and SEO • Understanding the power of search marketing • De fi ning and understanding search, display, remarketing and dynamic remarketing • Exploring Google search and Google search partners • Accessing Google Ads with your Google account • Understanding accounts, campaigns, Ad groups, keywords, ads and landing pages • Introducing the Ads auction, ad rank and quality score • Introducing the perfect keyword, ad and landing page experience • Introducing micro moments and bid adjustments for time, location and device • Creating an Ads search network campaign • Understanding search campaign settings
  6. 6. #GoogleAds101 @ivantage with @matt_trimmer 6 Session 2 – Targeting ads, keyword research, keyword match types and ad preview testing • Targeting ads with location targeting • Targeting ads with location options • Targeting ads with ad scheduling • Targeting ads to devices • Selecting initial bid strategy • Selecting initial budget • Selecting preferred delivery method • Exploring, understanding and using the Ads interface • Exploring, understanding and analysing search metrics • Exploring, understanding and using columns • Exploring, understanding and using fi lters • Exploring, understanding and using segments • Researching and targeting keywords • Introducing keyword match types • Introducing and using the Ads keyword planner • Introducing and using negative keywords • Exploring and using the ad preview tool • Finding, diagnosing and solving keyword, ad and landing page issues
  7. 7. #GoogleAds101 @ivantage with @matt_trimmer 7 Session 3 – Creating compelling text ads and using ad extensions • Understanding and creating compelling expanded text ads • Understanding and exploring ad delivery options • Introducing and understanding the Ads editorial policy • Introducing and using ad extensions • Creating and using sitelinks extensions • Creating and using callout extensions • Creating and using structured snippet extensions • Creating and using call extensions • Creating and using message extensions • Creating and using location extensions • Creating and using a ffi liate location extensions • Creating and using price extensions • Creating and using review extensions • Using seller ratings extensions
  8. 8. #GoogleAds101 @ivantage with @matt_trimmer 8 Session 4 – Bidding strategies, conversions analysis, reporting, user access and billing • Understanding and setting IP address exclusions • Introducing standard and portfolio ( fl exible) bidding strategies • Introducing manual bidding • Introducing automated bidding strategies for tra ffi c optimisation • Understanding, de fi ning and measuring conversions • Creating and deploying Ads Conversion Tracking • Linking Analytics to Ads • Importing goals and or E-commerce conversions into Ads • Introducing automated bidding strategies for conversion optimisation (Conversion Optimiser) • Introducing and using bid simulators • Introducing and using Ads reporting • Introducing and reviewing change history • Understanding and controlling user access • Understanding and selecting Ads billing options • Wrap up, conclusions, your action plan and feedback
  9. 9. #GoogleAds101 @ivantage with @matt_trimmer 9 Keeping up to date • Help Centre • https://support.google.com/google-ads/announcements/ 9048695 • O ffi cial blog • https://Ads.googleblog.com • Twitter • https://twitter.com/googleads
  10. 10. #GoogleAds101 @ivantage with @matt_trimmer 10 Introductions • First • Me (Matt Trimmer) & ivantage overview • In a moment • A little bit about you • Your name • Your role • Your organisation/department/site/site area • Your objectives for attending today
  11. 11. #GoogleAds101 @ivantage with @matt_trimmer 11 Me • Founder, Principal Consultant and Managing Director of ivantage • Love the Internet, 23 years IT, technical experience, 14 years Internet • One of 15 Google Accredited Seminar Leaders Globally
  12. 12. #GoogleAds101 @ivantage with @matt_trimmer 12 You • A little bit about you • Your name • Your role • Your organisation/department/site/site area • Your objectives for attending today • Experience with Google Ads • A keyword you would like to target
  13. 13. #GoogleAds101 @ivantage with @matt_trimmer Some early de fi nitions • Search Engine Marketing (SEM) • Paid search (cpc normally in Google Analytics) • Also known as ppc or pfp • Advertising • Organic search • Also know as known as Natural search • The process of improving organic search - SEO • Search Engine Optimisation • Relevancy • Structured search • Also known as paid inclusion • Google Shopping • Product Listing Ads (PLAs) 13
  14. 14. #GoogleAds101 @ivantage with @matt_trimmer History • Launched October 23rd, 2000 with 350 advertisers • 80% of Alphabet’s revenue come from Google Ads - $147bn (2020) • 29% of digital ad spend, Facebook 24% Alibaba 9% • 80% of searches are not monetised! • Timeline • https://edge45.co.uk/blog/google-Ads-evolution-timeline • Feb 2016 - side ads go • Extended text ads • 50-60% searches are now conducted on mobile • Aug 2018 - rebrand to Google Ads • 71% is search (57% of Alphabet) 14
  15. 15. #GoogleAds101 @ivantage with @matt_trimmer Google Ads - advertising formats • Search - where you fi rst focus your spend and e ff ort • Where? • On the Google Search Network • Google search sites (google.co.uk, google.com, etc) • Google Play, the shopping tab on Google search, Google Images, Google Maps, the Maps App • On Google search partners • 100s of non-Google sites • YouTube • Targeting methods? • Keyword • Device • Location • Presence: People in or regularly in your targeted locations • Search interest: People searching for your targeted locations • Both • Time • Location • Language • Format? • Text Ads (Responsive Search Ads), Call Ads, Dynamic Search Ads 15
  16. 16. #GoogleAds101 @ivantage with @matt_trimmer Google Ads - advertising formats • Display - brand building and enhancing search RoI • Where? • Google Display Network (GDN) - 90% of Internet users • YouTube, Google Finance, Gmail & others • 2 million partner sites, videos & apps • Google Adsense network, AdSense for Domains, AdSense for Errors • DoubleClick Ad Exchange • Targeting? • Location • Language • Keywords - content contextual • Keywords - audience relevant (no longer available) • Audience • Who they are • What their interests and habits are • What they’re actively researching or planning • How they’ve interacted with your business (remarketing/retargeting) • Combined and Custom of the above • Demographics - age, gender, parental status, household income • Topical - web pages, videos and apps • Placements - speci fi c websites, videos and apps • Formats? • Responsive Display Ads, Uploaded Display Ads, Engagement Ads (Video) 16
  17. 17. #GoogleAds101 @ivantage with @matt_trimmer Google Ads - advertising formats • Remarketing - a second bite of the cherry • Where? • Search remarketing (RLSA) on the Google Search Network • Display remarketing on GDN • Targeting? • Audiences/lists - who have visited your site • Audiences/lists - who have visited your site and exhibited speci fi c behaviour • Email list (Customer Match) • Derived similar audience list • Derived similar email list • Formats? • Text Ads (Responsive Search Ads), Call Ads, Dynamic Search Ads • Responsive Display Ads, Uploaded Display Ads, Engagement Ads (Video) 17
  18. 18. #GoogleAds101 @ivantage with @matt_trimmer Google Ads - advertising formats • Dynamic remarketing - content to content • Where? • Display (Dynamic) remarketing on GDN • Targeting? • Audiences/lists - who have visited your site • Audiences/lists - who have visited your site and exhibited speci fi c behaviour • Email list (Customer Match) • Derived similar audience list • Derived similar email list • Formats? • Responsive Display Ads, Uploaded Display Ads • Other requirements? • Need a content (products or services) feed 18
  19. 19. #GoogleAds101 @ivantage with @matt_trimmer Ads Advertising formats • Discovery • Gmail Special Promotions • YouTube • Discover • Shopping • Google Search Sites and Shopping Tab • Video • YouTube and GDN • App • App install campaign across • Google Search, GDN, YouTube • Local • Smart 19
  20. 20. #GoogleAds101 @ivantage with @matt_trimmer Search campaigns • Keyword targeted • Bid options • Location bid adjustments • Schedule bid adjustments • Device bid adjustments • Should be your primary use of Ads • No other form of marketing is like search • Permission based • Requested • Quali fi ed 20
  21. 21. #GoogleAds101 @ivantage with @matt_trimmer Keywords • Entered by the searcher • Usually a phrase rather than a single keyword • Search “query” • You bid for the click related to the keyword • GoogleAds conducts an auction • Your ad is eligible to enter the auction or not • Your ad is displayed/impressed • Your ad might be clicked • The cost you pay is equal to or less than the bid 21
  22. 22. #GoogleAds101 @ivantage with @matt_trimmer The Google Ads second price auction • Auction • Super fast • Conducted for every ad impression • You pay enough to beat next best ad (determined by Ad Rank) • Will your ad show and in what position? (Ad Rank) • Your bid amount • Your auction-time ad quality • Expected click through rate (CTR) • Estimated ad relevance • Estimated landing page experience • Ad Rank thresholds • The competitiveness of the auction • The context of the person’s search • Location, device, time of search, the nature of the search term, other ads and search results that show and other user signals and attributes • Expected impact of ad extensions and other ad formats 22
  23. 23. #GoogleAds101 @ivantage with @matt_trimmer Ad Rank thresholds • The reserve Ad Rank “price” for your ad (set by Google at auction) to show • Determined by • Your ad quality • Your ad position • User signals and attributes • The topic and nature of the search • Related auctions • Competition from other advertisers • = Actual CPC 23
  24. 24. #GoogleAds101 @ivantage with @matt_trimmer Quality Score and Ad Rank • You can not see Ad Rank • Quality Score is a historical proxy indicator for the real-time assessment of Ad Rank • Shown in your account on keywords not ads • Any quality scores you see in Ads are an historical representation of the actual real time assessment • Not used in auction! • Determined by • Expected click through rate (CTR) • Ad relevance • Landing page experience • Based on same keyword advertisers over 90 days • 1-10 and Average, Below Average, Above Average 24
  25. 25. #GoogleAds101 @ivantage with @matt_trimmer Think about the experience • The keyword • The ad • The landing page • The conversion path 25
  26. 26. #GoogleAds101 @ivantage with @matt_trimmer Create a search campaign • Discover the options 26
  27. 27. #GoogleAds101 @ivantage with @matt_trimmer Break time 27
  28. 28. #GoogleAds101 @ivantage with @matt_trimmer Geographic targeting • Location • Countries • Areas with a country • Radius • Place name • Address • Postcode • Coordinates • Business Pro fi le (Google My Business) • Location options • Presence: People in or regularly in your targeted locations • Search interest: People searching for your targeted locations • Both 28
  29. 29. #GoogleAds101 @ivantage with @matt_trimmer Devices • Computers • Mobiles • Tablets • Use bid adjustments 29
  30. 30. #GoogleAds101 @ivantage with @matt_trimmer Ad scheduling • Ads run 24x7 by default • Set a schedule • Bid adjust once schedule exists 30
  31. 31. #GoogleAds101 @ivantage with @matt_trimmer Ads account structure • Account • Campaign • Ad groups - Ads - Final URL (Landing Page) • Keywords - Final URL (Landing Page) • Good practice? • 5-20 similar keywords per Ad group • At least two ads per Ad group • Does the ad make sense for each respective keyword? • Does the fi nal url (landing page) provide the optimal experience for each respective keyword? 31
  32. 32. #GoogleAds101 @ivantage with @matt_trimmer Researching keywords • Keywords are more likely to be key phrases • Keywords are behavioural • Use the Google keyword planner • Insight into searchers' behaviour • Categorise keywords • Mens shirts • Formal • Casual • Print • Floral • Type • Designer, Paul Smith, Button Down • Textile • Silk, Flannel • Colour 32
  33. 33. #GoogleAds101 @ivantage with @matt_trimmer Keyword match types • Control when ads appear • Broad - the default • “Phrase” • [Exact] • Stop ads appearing • -Negative • Broad • Phase • Exact • Note • Keywords are not case sensitive 33
  34. 34. #GoogleAds101 @ivantage with @matt_trimmer Broad match keywords • Your ad may show for • Searches for keyword • Searches related to the keyword (may not into include your keyword) • Google may use • User’s recent search history • The content of the landing page • Other keywords in an ad group to better understand intent • Will include • Misspellings • Stemmings ( fl oor and fl ooring) • Synonyms (quick and fast) • Related searches (shoes and boots) • Singular and plural • Abbreviations, acronyms and accents 34
  35. 35. #GoogleAds101 @ivantage with @matt_trimmer “Phase” match keywords • Your ad may show for • Searches for keyword in order • Searches that include the meaning of your keyword • The meaning of the keyword can be implied, and user searches can be a more speci fi c form of the meaning. • Word order a ff ects matching behaviour • Ads won’t show for searches where the word order changes meaning • “moving services london to manchester” • Won’t match and show ads for: • “moving services manchester to london” 35
  36. 36. #GoogleAds101 @ivantage with @matt_trimmer [Exact] match keywords • Your ad may show for • Searches for keyword in exact order with no appendages • Searches that have the same meaning or same intent as the keyword • This should be our default keyword match type • Optimum control over who sees our Ad • Our Ad and Landing Page can be tailored to the experience of the keyword intent 36
  37. 37. #GoogleAds101 @ivantage with @matt_trimmer -negative match keywords • -broad • -“phrase” • Word order important • -[exact] • No matching to • Close variants • Synonyms • Singular or plural • Misspellings • Need to be speci fi c about exclusion 37
  38. 38. #GoogleAds101 @ivantage with @matt_trimmer Negative keywords are essential for precise control • To show the most relevant ad • for the most relevant landing page • to provide best possible conversion experience 38 Dining Tables Campaign Generic dining tables “dining tables” -extending -extending -round Extending dining tables Extending keywords Round tables Round keywords -round
  39. 39. #GoogleAds101 @ivantage with @matt_trimmer Keyword strategy? • Research keywords • Keyword planner • For the majority of your search campaign • Exact match and control you ad content and landing page • Use negatives on other Ad groups to prevent ads showing • Reserve for your highest bid • Use a small amount of broad • Use negative match to prevent this being shown instead of your exact match keywords • Bid 50-60% less • Prune broad keywords using the search terms report 39
  40. 40. #GoogleAds101 @ivantage with @matt_trimmer Keyword duplicates • Duplicate keywords compete with each other! • Keywords with di ff erent match types • Not considered duplicates 40
  41. 41. #GoogleAds101 @ivantage with @matt_trimmer Broad, BMM, phrase, exact or negative? • All of them! • For now • Exact for critical keywords • Broad for those 15% of new terms • Keyword research 41
  42. 42. #GoogleAds101 @ivantage with @matt_trimmer Lunch time 42
  43. 43. #GoogleAds101 @ivantage with @matt_trimmer Search Ads • Extended Text Ads (until June 30 2022) • Now - Responsive Search Ads • Adapt to device width • Saves time • Rotates multiple headlines and descriptions (fewer ads to edit) • Dynamic location insertion • Compete in more auctions and match more queries • More keywords for Google to match to • Increase Ad group performance • Due to improved clicks, CTR and conversions 43
  44. 44. #GoogleAds101 @ivantage with @matt_trimmer Responsive Search Ads • Properties • 15 Headlines - 3 Shown • 4 Descriptions - 2 Shown • Shown in di ff erent combinations and orders • Pin Headlines and Descriptions • Eg. Disclaimer • More info 44
  45. 45. #GoogleAds101 @ivantage with @matt_trimmer Expanded text ads • Headline1 • Headline2 • Description • Display URL • Domain of Final URL • Path text • Final URL 45
  46. 46. #GoogleAds101 @ivantage with @matt_trimmer Creating compelling ads • Highlight USPs • Include prices, promotions and exclusives • Empower customers to take action • Highlight the next step - call to action • Purchase, call today, browse, sign-up • Include at least one of your keywords • Match your ad to your landing page • Appeal to customers on mobile • Experiment • 2-4 ads per Ad groups • Check rotation options • Check ad text and landing page mistakes 46
  47. 47. #GoogleAds101 @ivantage with @matt_trimmer Editorial • See Guidelines • Style and spelling • Punctuation and symbols • Capitalisation • Repetition • Unacceptable spacing • Phone number in ad text • Misuse of ad features • Unidenti fi ed business • Business name requirements • Image quality • Video quality 47
  48. 48. #GoogleAds101 @ivantage with @matt_trimmer Ad extensions • Manual • Call extensions • Callout extensions • Lead form extensions • Location extensions • Structured snippet extensions • Sitelink extensions • Price extensions • App extensions • A ffi liate location extensions • Automated • Seller ratings • Dynamic sitelink extensions 48
  49. 49. #GoogleAds101 @ivantage with @matt_trimmer Ad approval process • All new/modi fi ed ads are subject to an approval process • Even paused ads • 1 day turnaround • Status • Under review • Eligible • Can run on certain pages, might still be disproved • Approved • Disproved • Hover over disproved status for reason • Governed by Google Ads policies 49
  50. 50. #GoogleAds101 @ivantage with @matt_trimmer Showings and Testing Ads • Ad Preview and Diagnosis Tool 50
  51. 51. #GoogleAds101 @ivantage with @matt_trimmer How do you know what Google Ads is matching your keywords to? • Now • Google Ad Preview and Diagnosis Tool • Historically • Search terms report 51
  52. 52. #GoogleAds101 @ivantage with @matt_trimmer Break time 52
  53. 53. #GoogleAds101 @ivantage with @matt_trimmer Budgets • Daily budget at the campaign level • 30.4 average days in a month • Daily budget can exceeded by x 2! • Should even over 30.4 • Over-delivery policy • Over-delivery credits • Careful when you change in the month as 30.4 re-triggers 53
  54. 54. #GoogleAds101 @ivantage with @matt_trimmer Bidding • Manual bid strategies • Manual CPC bidding • Enhanced CPC (Smart bidding/AI/ML) • Automated bid strategies • Tra ffi c focused • Maximise clicks • Target Impression Share • Conversions focused (Google conversion tracking required) • Maximise conversions (Smart bidding/AI/ML) • Maximise conversion value (Smart bidding/AI/ML) • Target CPA (Smart bidding/AI/ML) • Target ROAS (Smart bidding/AI/ML) 54
  55. 55. #GoogleAds101 @ivantage with @matt_trimmer Maximise clicks - tra ffi c focused • Simplest form of bidding • Focuses on increasing clicks across campaign within target spend or budget • Set daily budget • Generally no maximum CPC per bid • Use when: • Early in a campaign to get data • Want tra ffi c • No conversion con fi guration 55
  56. 56. #GoogleAds101 @ivantage with @matt_trimmer Manual CPC bidding •Set a maximum cost per click •Per Ad group (default bid) •Override with individual keyword bids •You won’t pay more, often less - auction model 56
  57. 57. #GoogleAds101 @ivantage with @matt_trimmer Enhanced CPC - smart bidding, conversion focused • Aims to get more conversions from manual CPC bidding • Adjusts your CPC to help maximise conversions • Combines smart bidding with manual bidding • Looks for auctions that are more likely to lead to conversions • Raises your max CPC bid to compete harder by 30% (now uncapped) • Lowers your max CPC bid if it looks likely not to convert by -100% • Tries to keep average CPC below max CPC overtime • Can increase conversions while maintaining/lowering cost per conversion • Available • Optional feature on Manual CPC bidding 57
  58. 58. #GoogleAds101 @ivantage with @matt_trimmer Target impression share - tra ffi c/competitor focused • Great for branded terms • Bid adjustments not taken into account • Except -100% mobile 58
  59. 59. #GoogleAds101 @ivantage with @matt_trimmer Smart bid strategies - conversion focused • Maximise conversions • Optional target cost action • Bid adjustments not taken into account • Except -100% mobile • Maximise conversion value • Optional target ROAS • Bid adjustments not taken into account • Except -100% mobile • Target CPA • Specify a Cost per Acquisition • Non-device bid adjustments are ignored • Target ROAS • Specify a Return on Advertising Spend • Non-device bid adjustments are ignored 59
  60. 60. #GoogleAds101 @ivantage with @matt_trimmer Target ROAS • Target Return on Advertising Spend • Need 50 conversions in past 30 days • Tries to achieve and average ROAS • Target your average ROAS • £5.00 sales / £1.00 ad spend = 500% ROAS • Budget key 60
  61. 61. #GoogleAds101 @ivantage with @matt_trimmer Target CPA • Target Cost per Acquisition (sale or lead) • Need 30 conversions in past 30 days • Tries to achieve and average CPA • Target your average CPA • per sale • per lead • Budget key 61
  62. 62. #GoogleAds101 @ivantage with @matt_trimmer Applying bid strategies • Standard strategies • Applied to a single campaign • Portfolio strategies • All automated bidding strategies • Applied across multiple campaigns, ad groups and keywords • Stored in your shared library 62
  63. 63. #GoogleAds101 @ivantage with @matt_trimmer Tracking website conversions • At the point of success • A JavaScript tag needs to fi re (provided by Google) • May record a value • Needs to be programmed if variable • Count - click to conversion ratio • Conversion window • Attribution model • Time decay is good one • Conversion tag controls automated bidding for • All smart bidding 63
  64. 64. #GoogleAds101 @ivantage with @matt_trimmer Importing goals/transactions from Google Analytics • Goals • E-commerce transactions • Connect accounts • Enable auto-tagging • Import goals/e-commerce • More info 64
  65. 65. #GoogleAds101 @ivantage with @matt_trimmer Enabling conversions, reporting and bidding • Set a conversion for every campaign • Share with Conversion Action Sets • Con fi gure conversion behaviour • Ensure you don’t have duplicate conversions • Conversion tracking and Google Analytics enabled • Optimising for twice the revenue/conversions • Use conversions columns for reporting • Now you can use smart bidding: • Enhanced CPC • Maximise conversions • Maximise conversion value • Target CPA • Target ROAS 65
  66. 66. #GoogleAds101 @ivantage with @matt_trimmer Tracking call conversions • Calls from ads • To your actual number • Using call extensions • Call only ads • Calls to a phone number on you site • Code inserts a Google forwarded number on your site when your ad is clicked • Your normal number is displayed when the sessions is not ad related • Clicks on a number on your mobile site • Code which measures clicks on numbers on your site • Import conversions as a result of calls • Number, start time, type, value and currency 66
  67. 67. #GoogleAds101 @ivantage with @matt_trimmer Billing options • Automatic payments once you’ve reached a payment threshold • Threshold determined by Google • Normally £500.00 • Monthly invoicing - 30 days credit • 12 year old business • £5000.00 minimum spend 67
  68. 68. #GoogleAds101 @ivantage with @matt_trimmer Your 101 action plan • Think about your website • What tra ffi c do you want to it? • Research your keywords • Identify good landing pages • Categorise similar keywords into Ad groups • 5-20 per group • Use exact match for critical keywords • Use broad match for research • With exact match negatives • User search terms report to prune • Organise Ad groups into campaigns, where budget, time, place, device and behaviour (keywords) is important • Implement conversion tracking • Implement your bid strategy 68
  69. 69. #GoogleAds101 @ivantage with @matt_trimmer Feedback please • www.ivantage.co.uk/feedback 69

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