Digital Enterprise Google Ads training

@jonnyross @fleek_marketing
@DigiEntLEP #godigitallive in/jonnyross
Google Ads
Jonny Ross
February 2019

@jonnyross @fleek_marketing @DigiEntLEP in/jonnyross
Jonny Ross
- Digital Marketing Strategist of an award-winning digital agency
Fleek Marketing
- Named in Business Insider’s 2016 ‘42 under 42’

Objectives
• Understand the role of Pay per Click in the search marketing
landscape
• Develop and implement PPC campaigns that increase high quality
clicks and raise Quality Scores
• Craft highly effective PPC ads that encourage click-throughs while
continuously testing
• Develop a bid management strategy to maximise high quality
visitors and minimise costs
• Identify, measure and act upon the KPIs that will help you boost
your PPC performance
• To increase ROI
• To be more strategic with marketing decisions

Overview of web traffic
• Organic
• Paid (AdWords / Ads / PPC / Remarketing / Shopping)
• Display
• Social
• Email
• Referral
• Direct

What are your business
objectives goals?

Objectives and Goals
• SMART
– Specific
– Measurable - numbers, numbers, numbers…!
– Agreed
– Realistic
– Timley
• OGSM
– Objectives, Goals, Strategy, Measure.

What will you pay for people to do?
• Fill out a form
• Make a purchase
• Secondary?
– Watch a video
– Educate
– Download
– Subscribe to content
– Build list

What does a perfect visitor do?
Make a
Purchase Sign Up
Watch a
Video
Make an
Enquiry
Make a
Booking
Complete
a Form
Read
Content
Request a
Call Back
Website
End Goal

What do they look like?
Age
Range
Location
Device
Gender
Visit Time
Language

What is there intent?
• Need a product
• Need a service
• Need entertainment
• Need information
– Think location
– Think mobile vs desktop

All of this can impact
• Their mentality
• Their urgency
• Keywords to pay for
• How much to bid
• Content of advert
• Content and Design of Landing page

Google Analytics
Event & Goal Tracking
Importing into Google Ads

Keyword Planning

Campaign Planning

Ideal
• Campaigns should only have 1 goal
• Campaigns should be kept manageable by
have a maximum of ~20 keywords
• Ad Groups should have 3 adverts

Things to think about
• How are you going to split up campaigns and
ad groups
• What are your adverts going to say
• What are landing pages going to say
• What are they going to drive people to?
• What settings are you going to have?
– Locations, Devices, Match Types, Days & Times

Adverts

Preview Tool

• Capitalise Each Word
• Match keywords
• Think hooks & pain points
• What is user intent / What is your goal
• Site extensions
• Call out extensions
• Call extension

Landing Pages

• Most people fail on this
• Fulfil need
• Clear CTA
• Defined User Journey (if a number of steps are
needed)

Bidding Strategies
• Firstly this is an auction
• But RELEVANCY trumps bids!
• It is ALL about quality score
• Landing page experience vs previous
• Ad Relevance vs previous
• Expected Click through rates vs
previous
• Historical quality score

Bidding Strategies
Manual bid strategies
• Manual CPC (cost per click)
With option of Enhanced CPC
Automated bid strategies
• Target CPA (Cost Per
Acquisition)
• Target ROAS (Return on Ad
Spend (4:1)
• Maximise clicks
• Maximise conversions
• Target search page location
• Target outranking share
• Enhanced CPC
• Target impression share

Tracking & Reporting
• Track campaigns
• Overview metrics
• Search Terms Report
• Quality Scores - keyword level
• Google analytics - tracking users
• ROI / Achieving Goals

Improvements and Growth
• Do more of what works
• Stop what doesn’t work
• Increase budgets and campaigns
• Be more Targeted
• Negative Keywords
• A/B testing ads
• Multivariant Landing page testing /
CTA’s / Buttons

Key Points
• Planning and research
• Keep user intent in mind
• Keep everything relevant
• Quality over Quantity
• Track monitor and Review

Tools
• Google Keyword Planner
• Google Analytics
• Karooya Preview Tool
• Enterprise tools
• Wordstream
• Opteo

Further Reading
• Basic Setup: https://blog.tryadhawk.com/google-adwords/tutorial-tuesday-how-to-set-up-
a-basic-search-campaign/
• Googles Simple Guide:
https://static.googleusercontent.com/media/www.google.com/en//adwords/pdf/hc/growi
ng_adwords_en.pdf
• AdWords 101: https://adespresso.com/blog/google-adwords/
• Bid Strategies: https://blog.tryadhawk.com/google-adwords/ultimate-automated-bid-
strategy-guide/ and https://www.wordstream.com/blog/ws/2016/05/11/easy-adwords-
bidding-strategies and https://adespresso.com/blog/google-ads-bidding-strategies/
• Google videos: https://landing.google.com/academyforads/#?modal_active=none

How we can help
• Digital Strategy & Campaigns
• Web design
• Training & Consultancy
• Paid & SEO
• Advertising
• Social & Email
• Content & PR

@DigiEntLEP #godigitallive in/jonnyross
Challenge me?
Does anyone want to challenge me, does anyone think this is all
a load of nonsense?
Find me online
LinkedIn /in/jonnyross

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