In this deck I cover the basics of paid search and PPC to prepare students for the Google AdWords Fundamentals examination

1. Paid Search (AdWords)
Dr. Debra Zahay Blatz (Thanks to Dr. James for video links)

2. Objectives
• Paid Search Definition
• The Search Industry
– Growth
– Mobile vs. Desktop
– Facebook vs. Google
• Implementing Paid Search
– Using a process
– Researching
• Setting goals
• Establishing objectives
• Investigating Trends and Keywords
– Building a campaign
• Finalizing Ad groups and Keywords
• Selecting Match Types
• Choosing Ad Formats (Expanded Text Ads)
– Launching the campaign using campaign settings
– Reporting and Analysis
• Other AdWords Formats
• Search vs. Display
• This material works particularly well with the new Zahay and Roberts, Internet Marketing, 4e, due out in April 2017

3. Paid Search Defined
• Ads targeted to keyword searches
• AKA PPC (Pay per click)
• Paid aspect of SEM
• Seeks to obtain lucrative ranking (Top three).
(Has expanded to paid advertisement on social
networks).

4. Search Industry

5. Search is a > 40 Billion Dollar
Industry
• Growth rate has been in double digits
• Job growth follows

6. MOBILE SEARCH OUTPACING
DESKTOP
• 2015: More than half of digital advertising spent on
mobile devices
• Google revamped ad formats in response to the market
– Facebook has 12% of the $186.8 billion global digital-advertising
up from 10.7% last year and 8.6% in 2014, according to data firm
eMarketer
– Google’s share is projected to decline to 31% from 33% in 2015
and 35% two years ago)
• Facebook ad revenue
– Increased 57% in the first quarter 2016
– Grew to $5.2 billion from $3.3 billion.
– Mobile ads (higher prices) were roughly four-fifths of that
revenue.http://www.wsj.com/articles/facebook-
revenue-soars-on-ad-growth-1461787856

7. Facebook’s Mobile Ad Growth

8. Activity
• Open a web browser
• Enter ’google advertising’ in the search box and click the search button
• Scroll through the list and write down what you believe are the 3 most
relevant links based on your query. And write where they appear in the list
• Click the first link (not the advertising link) and describe what appears
• Go back, and now one of the ‘related searches’ at the bottom of the page.
How relevant are these results?
• Now have a look at different countries
– Google.de
– Google.gr
– Google.co.jp
– Google.co.uk
• On .co.uk how do the results differ?

9. What is AdWords?

10. What’s the Google Network?

11. What’s the Display Network?

12. Implementing Paid Search

13. Regardless of the Scale or
Device, Planning Process is the
Same
• Setting goals
– What return are you looking for from paid search?
• Gathering data
– How much information is there?
• Analyzing data
– What does the data say?
• Continuous optimizations
– What steps are being taken to improve?
• https://support.google.com/adwords/answer/1704395?hl=en

14. Implementing Paid Search
Framework
• Investigate Broad search Categories and Trends
• Narrow Down Keywords
• Determine Traffic and Cost
• Select Terms and match Criteria
• Design Ads
• Run Campaigns
• Measure and Refine

15. 1. Research
2. Build
3. Launch
4. Analyze/Report
• 4 Main Phases of SEM
Streamlining the Paid Search
Process

16. Working With A Client
• Will the client (internal or external) have time to
work on the project?
• What is the business model?
– Are their customers online?
– How do they get business now?
– Is it interesting to you?
• What are the client’s pain points/goals?
• Is the industry competitive/emerging?
– May be more expensive to advertise
1.
Research

17. Setting a Goal
• Increase traffic to client’s site
• Drive more orders/sales online
• Increase brand exposure?
– Attract, Convert, Retain and Grow (Zahay & Roberts)
– Attract, Convert, Close and Delight (Hubspot)
Set goals in the beginning or it will be difficult to
focus efforts or measure success.

18. Match the Goal (Basic Direct Response
Strategies) to the Ad Type (from Chapter 4)
Lead Inquiry
Call-to-Action
Engagement

19. Investigating Trends
• How does our product fare in searches?
• What does the customer want?
– Google Trends
– YouTube Trends
• What is the competition doing?
• Ad copy, keywords, geo-targeting, etc.

20. What type of Campaign is for
me?

21. User’s Keyword
Paid
Search
(PPC)
Paid Search
Organic Search Results
RESULTS OF A SEARCH 2011

22. 2013 SEARCH RESULTS SHOWING
TOP AND SIDE ADS ARE DIFFERENT
ON GOOGLE
22

23. 2014 SEARCH RESULTS
23

24. Fall 2016 Search Results

25. Develop a
framework
• Organize the account in the beginning
2. Build

26. Using tools to build AdWords
Groups

27. Can use product categories, brands, events, etc.
Desktop Branded
Tablet Chevrolet
Mobile Non-Branded
Organizing the Campaign Ad Groups

28. • Focus on keyword themes
• Easily identify what’s inside
Desktop
Branded
Chevrolet
Cars
Cadillac
Trucks
Tablet
Chevrolet
Chevrolet
Camaro
Chevy
Camaro
Mobile
Nonbranded
Cars
Sport
Cars
Developing Campaign Ad groups

29. Selecting Keywords
• Keywords are the link to what people are
searching for and how to will reach them
• Customer intention is key
• Google Keyword Tool
– Enter in keyword ideas, provides expansions,
cost/traffic estimates
– Can scrape content of a landing page for ideas

30. Using Google Keyword
Planner

31. Free Keyword Planner
Alternatives
• Please visit one of the below and pick a
keyword/phrase to search for.
• https://moz.com/products/pro/keyword-explorer
• www.keywordspy.com
• Keywordtool.io
– Free tool that can help with ideas but not traffic

32. Original Match Types
• 3 Basic Keyword Match Types: Exact, Phrase, Broad
• Organize keywords based on match type
Exact
• Most relevant, least traffic
Phrase
• In between
Broad
• Least relevant, most traffic

33. Match Type Depends on Ad
Objective
33
Broad match modifier allows ad to show for searches that include the broad match
keyword or close variations of the broad match keyword.
• Example: +pink +purses
• Searches that can match: discount pink purses, best pink purses, designer pink
purses
https://support.google.com/adwords/answer/
6324?hl=en

34. Why USE A NEGATIVE MATCH
TERM in PPC? AKA NEGATIVE
KEYWORDS
A. To show the opposite of positive terms
B. To indicate what you do not want considered
C. To put customers off the track

35. https://adwords.googleblog.com/2016/05/ads
-and-analytics-innovations-for-a-mobile-first-
world.html
Changes to AdWords Format

36. BEFORE: ENTERING AN AD
IN ADWORDS
36
AD: Limit 70 Characters,
35 each line
URL: Limit 35 Characters
TITLE: Limit 25 Characters

37. Expanded Text Ads Budget Hotel
http://www.wordstream.com/blog/ws/2016/0
5/25/google-expanded-text-ads

38. Expanded Text Ads for Mobile
Devices
http://www.wordstream.com/blog/ws/2016/0
5/25/google-expanded-text-ads

39. Expanded Text Ads Creation
http://www.wordstream.com/blog/ws/2016/0
5/25/google-expanded-text-ads

40. Understanding Match Types
• Example keyword: Texas Rangers
• Where can the ad show?
Exact
• Texas Rangers
Phrase
• Texas Rangers tickets, Texas Rangers apparel
Broad
• Texas Rangers suck, Texas Rangers Museum,
Texas Flood
Broad
Modifi
er
• Tickets for Texas Rangers
Negative
• Houston Astros
https://support.google.com/adwords/answer/2497836?hl=en

41. Benefits of Themes/Match Types
• Easier to analyze the data
• Search engines reward advertisers
– More relevant traffic
– Higher quality score
– Better rankings
– Higher CTR (click through rate)
– Lower CPC (cost per click)

42. Writing Text Ad Copy
• Write an Ad that would invite action
• Include a clear call to action
– Order today, Visit now, etc.
• Include the keyword in the ad if possible
• Emphasize Product information
– Price point: $9.99, etc.
– Attributes: 50mbps, 10 lbs., etc
• Create a sense of urgency (Reference: Direct
Marketing offers)
– Limited time offer
– 25% off

43. Utilizing Campaign
Settings
• Check, double-check, triple-check settings
– Geo-targeting
– Bids
– Budgets
– Day-parting
– Device settings
3. Launch

44. Developing Geo-Targeting
• Target campaign appropriately
– If it’s a local business, target only the areas the client
serves, or a radius around it

45. AdWords Auctions

46. Bidding Strategy

47. Utilizing a Bidding Strategy
• Important to start with bids higher at launch
– 1.5x expected CPC that Google indicates
– Enough to gain traffic & start with higher CTR
– Lower once you have real data
– Make sure bids are set to at least ‘min. first page bid’
• Ensures your ad will actually show on the page

48. Sticking to a Budget
• Set a daily cap for each campaign
– Ensures even spend during campaign flight
– Ensures not running out of budget early
– Allows for easy monitoring
• Example: $250 budget, 21 days = ~$11/day
– Divide the $11 among your campaigns if needed

49. Understanding Day-
Parting
• Set ads to run during business hours, or peak
times of the day

50. Utilizing Device Targeting
• Always segment your efforts by device
– Mobile vs. desktop vs. tablet
• Searchers behave differently by device
– Costs also vary, mobile is more expensive

51. Optimizing

52. Viewing Data
• AdWords interface, how to view the data
4. Reporting &
Analysis
Campaign
Level
• Great overview for quick checkup
• Not ideal for optimization
Ad-Group
Level
• Find problem areas quickly
• Can be very useful for optimization
Keyword
Level
• Very narrow focused
• In-depth account check

53. Developing Benchmarks
• Realistic expectations for traffic, cost, etc.
– $250 limit spread over 3 weeks
• Increased pressure on quality of traffic
• Conversion tracking in place

54. What to Optimize
• Daily:
– Budgets
– Check: Is the ad positioned properly
– Positions and ad-group performance
• Weekly/Monthly:
– Summary
– Trends
– Keyword performance

55. How to Optimize
• Budgets
– Over or under spending?
• If so, where?
• Double Check
– Did CPC double? Triple? Equal $0?
• Look through to make sure everything looks normal
• Ad Group
– CTR very close to 0% but impression rate is up?
• Try some copy testing or targeting optimization
• Google Analytics Helps

56. How to Optimize
• Keywords
– Add, remove, or make negatives
• Keyword search term report
– Increase or decrease bids based on:
• Spend vs Conversion rate
• Average position vs clicks and conversion
• Lots of possibilities!
• Landing Page
– Change copy

57. Problems and Solutions
• Problems
– High Impressions and No Clicks
– Low Ad Position
– Ad Not Showing
– Spike in CPC
– Low CTR
• What could the solutions be?

58. Optimizing Summary
• Research, Build, Launch, Analyze/Report
• Pay close attention to:
– Keyword themes
– Match types
– Day parting, geo-targeting, device settings
– Bids & Position
– Ad copy

59. Additional AdWords Formats

60. Google AdWords Ad Formats
• Text Ad
• Dynamic Search Ad
• Mobile app engagement ad
• Call-only ad

61. Expanded Ad formats in
Adwords Format Summary
• Text: quick and can use ad
extensions to make ad
relevant
• Responsive: change to fit
space available
• Image: static or interactive
• App promotion: drive app
downloads
• Video: more engaging
• Shopping ads: product
features encourage
purchase, go to dedicated
shopping page
• Call-only ads: drive phone
calls to business
https://support.google.com/adwords
/answer/1722124?hl=en

62. Search vs. Display

63. Summary
• Paid search is growing
• Mobile is changing the game
• Google AdWords Text Ad Formats are Changing
and other formats are expanding to adapt
• Search Paid Campaigns Take Thought and
Planning.
• Continuous Monitoring and Analysis Required
for Success.

64. Thank you
St. Edward’s University
Thank you.
St. Edward’s University
Thank you.
St. Edward’s University
Thank you.
St. Edward’s University
Thank you.
St. Edward’s University