4. Eye - Shadow Eye - Liner Eye - Mascara
Lip - Lipstick Lip - Gloss Lip - Liner
Face - Powder Face - Foundation
Mineral - Powder Mineral - Shadow
Multi – Lip/Eye Liner Multi – Lipstick/Blush
Skin – Face Wash Skin – Moisturizer
Brush – Blush Brush – Concealer
Nails – Polish Nails – Remover
Fragrance – Brand A Fragrance – Brand B
5. Brush – Blush
Brush – Concealer Brush Categories
Eye – Liner
Eye – Mascara Eye Categories
Eye – Shadow
Face – Foundation
Face - Powder
Face Categories
Fragrance – Brand A
Fragrance – Brand B Fragrance Categories
Lip – Gloss
Lip – Liner Lip Categories
Lip – Lipstick
Mineral – Blush
Mineral Categories
Mineral – Powder
Multi – Lip/Eye Liner
Multi Categories
Multi – Lipstick/Blush
Nails – Polish
Nail Categories
Nails – Remover
Skin – Face Wash
Skin - Moisturizer
Skin Categories
6. Ad Group Keywords
Eye – Shadow - General Best eye shadow
Mac creamy eye shadows
Best eye shadow for brown eyes
Eye – Shadow – Metallic Gold eye shadow
Metallic sparkle shadow
Silver glitter eye shadow
Eye – Shadow - Neutral Beige shadow palette
Brown shadow for green eyes
Nude color eye shadow
7.
8.
9.
10.
11.
12. With Google’s automatic bidding system your ads are automatically shown to get the
most number of clicks within the capabilities of your daily budget. You will have no
control of ad position, will not show at all times of the day (will run out of budget
quickly), and tend to get lower quality leads. All automated bids are set at the ad
group level – no keyword specific bids are available. Google’s only recommendation
around these issues is to increase your budget.
13.
14.
15. You will have more control
over position and budget
allocation if you bid at the
keyword level.
Just click it.
Click it good.
16.
17.
18. KW level landing
pages are great if you
have a lot of
products, and want
to keep them in
category ad groups
instead of product-
specific ad groups.
Be sure to include
dynamic kw insertion
for more targeted
ads and better CTR.
20. How Google determines who shows up for each search query, and in what
position at what price.
• The historical clickthrough rate (CTR) of the keyword and the matched ad on the Google domain
• Your account history, which is measured by the CTR of all the ads and keywords in your account
• The historical CTR of the display URLs in the ad group
• The quality of your landing page
• The relevance of the keyword to the ads in its ad group
• The relevance of the keyword and the matched ad to the search query
• Your account's performance in the geographical region where the ad will be shown
• Other relevance factors Gee, thanks Google.
21. Use it or lose it, dude.
Provides crucial information regarding paid and organic search such as geographic
locations and other demographics, keyword and product-level revenue, average order
values, and much MUCH more. Now in REAL TIME.
22.
23. Example of a Display
Network Ad
Targets by:
Site context (relevance to keywords and
themes you target)
Placements (sites you specify you would like
your ads to show on)
Tip – Display ads are pretty and entertaining, therefore are clicked more
frequently = expensive. Beware of running Display Network on a tight budget.
24.
25. Funnel Stage Action to Take
Conversion Funnel
If they landed on…
Brand Awareness Homepage Show ads with only a
logo & name
Some interior
Interest Show ads with specific
pages
products
Evaluation Product/Specif Show ads that answer a
ic pages question (awards, warranties)
Decision Shopping Cart Show ads with promotions &
discounts
Purchase Confirmation Show ads with similar or related
Page products
26. Simple Mathematics
All Visitors – Action Visitors
= Remarketing Combo
To retrieve code
for placement,
click Manage Lists
27. The broad match modifier is an AdWords targeting feature that lets you
create keywords which have greater reach than phrase match, and more
control than broad match.
Will include:
Common misspellings
Singular/Plural Variations
Abbreviations/Acronyms
Roots/Stemming (floor, flooring)
Synonyms
And related searches
