9. dbs-ppc-google-ads
TRANSCRIPT
PPC Ads
Review Selection of Ads
Overview of Ad System Auction View
Hal Varian Introduction
http://www.youtube.com/watch?v=K7l0a2PVhPQ
Google Adwords
http://adwords.google.com/support
What are keyword matching options?
• Broad match: keyword Allows your ad to show on similar phrases and relevant variations
• Phrase match: "keyword" Allows your ad to show for searches that match the exact phrase
• Exact match: [keyword] Allows your ad to show for searches that match the exact phrase exclusively
• Negative match: -keyword Ensures your ad doesn't show for any search that includes that term
Keyword Matches
Keyword Insertion
KEYWORD INSERTION
Buy {Keyword:Puppies}From an Award-Winning Breeder
Satisfaction Guaranteed!www.Example.com
destination URL: http://www.Example.com/?kw={keyword:nil}
How it works
Search query: poodles yorkies west highland terriers
Ad:
Buy PoodlesFrom an Award-Winning BreederSatisfaction Guaranteed!www.Example.com
Buy YorkiesFrom an Award-Winning BreederSatisfaction Guaranteed!www.Example.com
Buy PuppiesFrom an Award-Winning BreederSatisfaction Guaranteed!www.Example.com
Destination URL:http://www.example.com/?kw=poodles
http://www.example.com/?kw=yorkies
http://www.example.com/?kw=west%20highland%20terriers
Capitalistion - Search:golden retrievers
Your ad's title How the ad title appears to users
What part of the keyword is capitalized?
Buy {keyword:Puppies} Buy golden retrievers No part
Buy {Keyword:Puppies} Buy Golden retrieversThe first letter of the first word only (sentence capitalization)
Buy {KeyWord:Puppies} Buy Golden RetrieversThe first letter of each word (initial capitalization)
Buy {KeyWORD:Puppies} Buy Golden RETRIEVERSThe first letter of the first word and the entirety of each additional word
Buy {KEYWORD:Puppies} Buy Golden RetrieversThe first letter of each word (initial capitalization)
Refining Keyword Ads
Ad group name: Puppies
Keywords:golden retrievers, labradors,poodles, yorkies, puppies
Ad text:
Buy {KeyWord:Puppies}From an Award-Winning BreederSatisfaction Guaranteed!www.Example.com
More Granular Ad Group
Ad group name: Poodles Yorkies
Keywords:poodles, poodle puppies, toy poodles
yorkies, yorkie puppies, teacup yorkies
Ad text:
Buy {KeyWord:Poodle Puppies}Award-Winning Poodle BreederSatisfaction Guaranteed!www.Example.com
Buy {KeyWord:Yorkie Puppies}Award-Winning Yorkie BreederSatisfaction Guaranteed!www.Example.com
Keyword Research Tools
• https://adwords.google.com/select/AdTargetingPreviewTool
• http://www.wordtracker.com/• http://www.marketsamurai.com/• http://www.seomoz.org/keyword-difficulty/• http://www.keyworddiscovery.com/
Keyword Research
Search Operators
• For example, [ allinanchor: best museums sydney ] will return only pages in which the anchor text on links to the pages contain the words “best,” “museums,” and “sydney.”
• [ allintext: travel packing list ] will return only pages in which the words “travel,” “packing,” and “list” appear in the text of the page.
• [ allintitle: detect plagiarism ] will return only documents that contain the words “detect” and “plagiarism” in the title
• [ allinurl: google faq ] will return only documents that contain the words “google” and “faq” in the URL, such as “www.google.com/help/faq.html
• [ restaurants inanchor:gourmet ] will return pages in which the anchor text on links to the pages contain the word “gourmet” and the page contains the word “restaurants
• [ Hamish Reid intext:pandemonia ] will return documents that mention the word “pandemonia” in the text, and mention the names “Hamish” and “Reid” anywhere in the document (text or not).
Search Operators
• [ flu shot intitle:help ] will return documents that mention the word “help” in their titles, and mention the words “flu” and “shot” anywhere in the document (title or not)
• [ inurl:print site:www.googleguide.com ] searches for pages on Google Guide in which the URL contains the word “print.”
• The query link:URL shows pages that point to that URL. For example, to find pages that point to Google Guide’s home page, enter:[ link:www.googleguide.com ]
• Find links to the Google home page not on Google’s own site.[ link:www.google.com -site:google.com ]
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To Link Adwords to Googe Analytics
Linking Adwords and Google Analytics
• Sign in to your AdWords account at https://adwords.google.com.• Select the Reporting tab and choose "Google Analytics."• Select "I already have a Google Analytics account."• From the Existing Google Analytics Account drop-down menu,
select the name of the Analytics account you'd like to link to. If you don't see it listed, you'll need to first add your AdWords username to your Analytics account as an Account Admin.
• Keep the checkboxes selected on this page, unless you're sure you'd like to disable auto-tagging. For importing cost data, read "How can I import my AdWords cost data?"
• Select Link Account
Conversion Tracking
Create a conversion action
Adding $value variables