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By: Rafael Chemtob

By: Rafael Chemtob. Topics we will discuss tonight:. Introduction to Google Adwords platform Understanding how to text ads are used. Display advertising will not be discussed in this class . Review of campaign / adgroup / keyword structures Review match type definitions and examples

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By: Rafael Chemtob

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  1. By: Rafael Chemtob

  2. Topics we will discuss tonight: Introduction to Google Adwordsplatform Understanding how to text ads are used. Display advertising will not be discussed in this class. Review of campaign / adgroup / keyword structures Review match type definitions and examples Review the Google Adwords auction process Review Campaign / Adgroup / Keyword targetting Review measurement tool Q&A

  3. Acronyms: CPC = Cost-per-Click CTR = Click Thru Rate QS = Quality Score IS = Impression Share LP = Landing Page

  4. Stats on Paid Search vs. Other Marketing Channels • Google.com is the most visited search engine in the world. • Paid search attributes about 40% of overall revenue. • Search Market Share Breakdown: • Google (65.09%) • Yahoo (15.89%) • Bing (13.10%) • Others (5.92%)

  5. Here’s how your ad can look on Google:

  6. Understanding Campaign Structure Top Level Campaign 1 Adgroup 1 Adgroup 2 Middle Level Keyword 1 Keyword 2 Keyword 3 Keyword 4 Ad 1 Ad 2 • Campaign hold many adgroups • Adgroups hold many keywords and ads • Campaign, Adgroups and Keywords all have different control attributes. Keyword 1 Keyword 2 Keyword 3 Keyword 4 Ad 1 Ad 2 Lowest Level

  7. Understanding Campaign Structure Adgroup Attributes Adgroup Keyword attributed allow you to control the following Bid (Default bid provided that keyword bid isn’t set) Display Status (on, off) Keyword Attributes Keywords Keyword attributed allow you to control the following Match Type (Broad, Exact, Phrase, etc.) Bid Destination URL Display Status (on, off)

  8. Understanding Campaign Structure Ad Attributes Ads • Headline – 25 Character Limit • 2 Description Lines – 35 Characters per line • Display URL – URL that is displayed to the user • Destination URL – The URL that the user will be directed to once the ad is clicked • Ad Rules & Policies: • Ads are measured by CTR • Relevance, Clarity, and Accuracy - Ads and keywords must directly and clearly relate to the product or service being advertised. • Google AdWords doesn't allow ads that make inaccurate claims. Inaccurate claims include competitive claims, superlatives, and unverified offers.

  9. Understanding Campaign Structure Keywords Attributes Keyword • Match Type: • Broad: keyword = Allows your ad to show on similar phrases and relevant variations. • Exact: [keyword] = allows your ad to show for searches that match the exact phrase exclusively. • Phrase: “keyword” = allows your ad to show for searches that match the exact phrase • Negative Match: -keyword = Ensures your ad is not shown for any search term that includes that term

  10. Understanding Campaign Structure Match Type Examples:

  11. Understanding Campaign Structure Match Type Examples:

  12. Understanding Campaign Structure

  13. Understanding the ‘Auction’ Process When someone searches for something on Google, Google looks at the Adwords advertisers pool and determines whether there will be an auction. If one or more advertisers are bidding on keywords that Google deems relevant to the search query, an auction is triggered.

  14. Understanding the ‘Auction’ Process Advertisers identify keywords they want to bid on, how much they want to spend, and create groupings of these keywords that are paired into ads. Google then enters the keyword from your account it deems most relevant into the auction with the maximum bid you’ve specified as well as the associated ad.

  15. Understanding the ‘Auction’ Process Once you are entered into the auction, Google looks at two factor where your ad ranks: your Maximum Bid and your Quality Score

  16. Understanding the ‘Auction’ Process You pay the minimum amount you can pay for the position you win if your ad is clicked on. 16 (AR) / 10 + $0.01 = $1.61

  17. Understanding Campaigns

  18. Understanding Campaigns Campaign Attributes Campaign Campaign attributed allow you to control the following Language (English, Spanish, etc.) Locations (Country, State, County, City, Street) Networks (Search vs. Content) Devices (PC/MAC, Mobile, Tablets) Budget (eg.$50 per day) Delivery Method (Standard, Accelerated) Advanced Options (Scheduling, Social Settings, etc.)

  19. The Google ROI tracker is a snippet of code that should be installed on the page that loads when the goal (or sale) is complete. The Google interface will show that a conversion occurred. Understanding Campaigns ROI Tracker Conversions (1 Per Click): conversions will count at most one conversion per click. Conversions (Many per Click): count of a conversion every time a conversion is made within 30 days following an AdWords ad click. Conversions (many-per-click) will count multiple conversions per click.

  20. Quick Start Guide Identify your customers (location, language, devices) Find relevant keywords associated with your product or service line Create an attractive ad Select a specific page on your website that is relevant to the user’s search term and the ad shown Set your bids and budget Enter your billing information Measure …… Optimize ……. Repeat….

  21. Google Adwords Q&A eMail: Rafael.Chemtob@Gmail.com

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