adwords - how it works - bold internet
TRANSCRIPT
AdWords Overview
● Started in 2000
● Pay per Click (PPC) advertising
● You set budget
● You control maximum prepared to pay
● Totally trackable
●Accounts for the majority of Google’s
revenue...
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Overview of Google AdWords
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Overview of Google AdWords
www.boldinternet.co.uk
Overview of Google AdWords
www.boldinternet.co.uk
Overview of Google AdWords
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Basic Terminology
●Account
●Campaign
●Ad groups
●Impressions
●Clicks
●Click through Rate
●Cost per Click
●Conversions
●Keywords...
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Basic Terminology
●Account
●Campaign
●Ad groups
●Impressions
●Clicks
●Click through Rate
●Cost per Click
●Conversions
●Keywords...
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Associated with billing,
account access and
linking to other Google
services, e.g. Analytics
Basic Terminology
●Account
●Campaign
●Ad groups
●Impressions
●Clicks
●Click through Rate
●Cost per Click
●Conversions
●Keywords...
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Sets budget, scheduling
and geo-targeting
Basic Terminology
●Account
●Campaign
●Ad groups
●Impressions
●Clicks
●Click through Rate
●Cost per Click
●Conversions
●Keywords...
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Made up of adverts and
keywords to target a
specific topic, e.g.
product or service
Basic Terminology
●Account
●Campaign
●Ad groups
●Impressions
●Clicks
●Click through Rate
●Cost per Click
●Conversions
●Keywords...
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The number of times
your advert is displayed
Basic Terminology
●Account
●Campaign
●Ad groups
●Impressions
●Clicks
●Click through Rate
●Cost per Click
●Conversions
●Keywords...
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Clicks achieved on your
advert, i.e. visits to your
website
Basic Terminology
●Account
●Campaign
●Ad groups
●Impressions
●Clicks
●Click through Rate
●Cost per Click
●Conversions
●Keywords...
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CTR is the number of
clicks that your ad
receives divided by the
number of times your ad
is shown expressed as a
percentage
Basic Terminology
●Account
●Campaign
●Ad groups
●Impressions
●Clicks
●Click through Rate
●Cost per Click
●Conversions
●Keywords...
www.boldinternet.co.uk
CPC – The amount you
pay Google!
Default and Actual can
differ
Basic Terminology
●Account
●Campaign
●Ad groups
●Impressions
●Clicks
●Click through Rate
●Cost per Click
●Conversions
●Keywords...
www.boldinternet.co.uk
The number of
occurrences for your
desired action, e.g.
checkout, sign-up or
enquiry
Basic Terminology
●Account
●Campaign
●Ad groups
●Impressions
●Clicks
●Click through Rate
●Cost per Click
●Conversions
●Keywords...
www.boldinternet.co.uk
Requires thorough
understanding!
Keywords
● No keyword research often leads to poor
campaigns
● Not understanding keyword match types
will definitely lead to poor campaigns!○ Broad
●Modified Broad
○ Phrase
○ Exact
○ Negative...
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Keywords
● No keyword research often leads to poor
campaigns
● Not understanding keyword match types
will definitely lead to poor campaigns!○ Broad
●Modified Broad
○ Phrase
○ Exact
○ Negative...
www.boldinternet.co.uk
Keywords can appear in any order
as well as alternatives such as
misspellings and synonyms
Keywords
● No keyword research often leads to poor
campaigns
● Not understanding keyword match types
will definitely lead to poor campaigns!○ Broad
●Modified Broad
○ Phrase
○ Exact
○ Negative...
www.boldinternet.co.uk
Pre-fix keywords with a plus sign
(+) that synonyms not used.
Stemming, singular/plural,
misspellings still possible though
Keywords
● No keyword research often leads to poor
campaigns
● Not understanding keyword match types
will definitely lead to poor campaigns!○ Broad
●Modified Broad
○ Phrase
○ Exact
○ Negative...
www.boldinternet.co.uk
Keywords must appear in order but
can also be part of a longer search
string
Keywords
● No keyword research often leads to poor
campaigns
● Not understanding keyword match types
will definitely lead to poor campaigns!○ Broad
●Modified Broad
○ Phrase
○ Exact
○ Negative...
www.boldinternet.co.uk
As the name suggests, i.e. only a
search query that matches the
keyword you are bidding on will
trigger adverts
Keywords
● No keyword research often leads to poor
campaigns
● Not understanding keyword match types
will definitely lead to poor campaigns!○ Broad
●Modified Broad
○ Phrase
○ Exact
○ Negatives...
www.boldinternet.co.uk
Use to stop adverts from
displaying for irrelevant search
queries...
Negative Keywords
● Added to campaign, ad group or shared
library
● Often underused but powerful way to
improve performance
● Keyword research good way to find●AdWords search terms report
●Google Analytics
●Keyword research websites, e.g. ubersuggest.org
●The right software helps...
www.boldinternet.co.uk
Negative Keywords
● Added to campaign, ad group or shared
library
● Often underused but powerful way to
improve performance
● Keyword research good way to find●AdWords search terms report
●Google Analytics
●Keyword research websites, e.g. ubersuggest.org
●The right software helps...
www.boldinternet.co.uk
Negative Keywords
● Added to campaign, ad group or shared
library
● Often underused but powerful way to
improve performance
● Keyword research good way to find●AdWords search terms report
●Google Analytics
●Keyword research websites, e.g. ubersuggest.org
●The right software helps...
www.boldinternet.co.uk
Negative Keywords
● Added to campaign, ad group or shared
library
● Often underused but powerful way to
improve performance
● Keyword research good way to find●AdWords search terms report
●Google Analytics
●Keyword research websites, e.g. ubersuggest.org
●The right software helps...
www.boldinternet.co.uk
printers
November 2015
Be careful what
you bid on!
50k-100k
cookies per week
www.youandyourwedding.co.uk/planning/stationery/
Display Targeting
Display Targeting
Display Targeting
Lots of targeting options that can
be used in isolation or layered
Google AdWords Tips
●Use conversion tracking● AdWords or Analytics
●Keep Search & Display campaigns separate
● Start with Search, expand into Display
●Direct visitors to most relevant landing page● Relevancy wins
●Understand keyword match types● Don’t go live without understanding differences
● Make use of negative keywords!
www.boldinternet.co.uk
Google AdWords Tips
●Use conversion tracking● AdWords or Analytics
●Keep Search & Display campaigns separate
● Start with Search, expand into Display
●Direct visitors to most relevant landing page● Relevancy wins
●Understand keyword match types● Don’t go live without understanding differences
● Make use of negative keywords!
www.boldinternet.co.uk
Google AdWords Tips
●Use conversion tracking● AdWords or Analytics
●Keep Search & Display campaigns separate
● Start with Search, expand into Display
●Direct visitors to most relevant landing page● Relevancy wins
●Understand keyword match types● Don’t go live without understanding differences
● Make use of negative keywords!
www.boldinternet.co.uk
Google AdWords Tips
●Use conversion tracking● AdWords or Analytics
●Keep Search & Display campaigns separate
● Start with Search, expand into Display
●Direct visitors to most relevant landing page● Relevancy wins
●Understand keyword match types● Don’t go live without understanding differences
● Make use of negative keywords!
www.boldinternet.co.uk
Google AdWords Tips
●Use conversion tracking● AdWords or Analytics
●Keep Search & Display campaigns separate
● Start with Search, expand into Display
●Direct visitors to most relevant landing page● Relevancy wins
●Understand keyword match types● Don’t go live without understanding differences
● Make use of negative keywords!
www.boldinternet.co.uk
www.boldinternet.co.uk
Any Questions?
Get in touch!
www.boldinternet.co.uk/contact/