Google workshop 2018

This presentation is confidential and prepared only for discussions with Social Beat team
16/04/2018
Google Adwords

3ROI Driven Digital Marketing
AdWords Vs AdSense
Adwords AdSense
The Google AdWords enables you to
create advertisements which will
appear on relevant Google search
results pages and our network of
partner sites.
The Google AdSense differs in that it
delivers Google AdWords ads to
individuals' websites.
AdWords is a media buying channel. AdSense is an advertising sales channel
AdWords ads are shown on specific
search result
AdSense enables adaption of the ad
with the page content
AdWords is on Google SERP (search
engine result page)
AdSense is shown on web pages
What is Google AdWords?
1. The Google AdWords enables you to create advertisements which will appear on relevant Google
search results pages and our network of partner sites
2. AdWords is a media buying channel.
3. AdWords ads are shown on specific search result
4. AdWords is on Google SERP (search engine result page)
What is Google Adsense ?
1. The Google AdSense differs in that it delivers Google AdWords ads to individuals' websites.
2. AdSense is an advertising sales channel.
3. AdSense enables adaption of the ad with the page content
4. AdSense is shown on web pages

Benefits of AdWords
1. Targeting.
2. Increases Leads and Customers.
3. Control your costs.
4. Measure your success.
5. Manage your campaigns.
6. Immediate Impact

Google AdWords - Campaign Types
• Search Network
• Display Network
• Shopping Ads
• Video Ads
• Universal App Install Ads

Google AdWords - Campaign Subtype
Standard : using basic options (location, language , targeting, bidding ,the budget
settings & common ad extensions).
All features: using more advanced options (social & experimental settings , ad
scheduling , ad delivery ,advanced location options).
Marketing: show your ads to people who already visited your website when they
browse other sites on the display network.
Ads in mobile apps: showing your ads in apps your ads will get matched to apps
through out the display network.

Google AdWords - Campaign Subtype

Search Network
Search network only :this campaign works by linking your keywords to the words or phrases
someone uses to search, this type is useful to connect with customers when they are
searching for products & services.
The Search Network can help advertisers do the following:
• Show their text ads next to Google search results
• Reach customers actively searching for their specific product or service
• (Google search, Other Google sites; Maps ,Shopping) where you can search customers
actively searching for specific products.

Search Network with Display select
Search network with display select: allows you to show your ads on Google search network &
relevant placements within the display network.
The Search Network With Display Select can help advertisers do the following:
• Show their text ads next to Google search results
• Reach customers actively searching for their specific product or service
• (Google search, Other Google sites; Maps ,Shopping) where you can search customers
actively searching for specific products.

Display Network
• The Display Network can help advertisers to do the following:
• Use appealing ad formats to reach a wide range of customers with broad interests.
• Build brand awareness and customer loyalty.
• Increase engagement with customers.
• Choose more specifically where their ads can appear, and to what type of audience.
The Display Network includes a collection of Google websites (like Google Finance, Gmail,
Blogger, and YouTube), partner sites, and mobile sites and apps that show AdWords ads matched
to the content on a given page.

Different types of Ads
Expanded
Text Ads
Call Only
Ads
GSP ADS
Responsive
Ads
Image Ads
Shopping
Ads
Video Ads

Search Ad Formats
Text Ads:
Headline 1 – 30 Character
Headline 2 – 30 Character
Description -– 80 Character
Ads With Extensions:
Display information about your business
(phone number, callout location , Sitelinks
to other pieces of relevant content).

Types of Extensions
Sitelink Extension
Callout Extension
Call Extension
Message Extension
Structured Snippets Extension
Location Extension
Price Extension
Promotion Extension

Display Ads
• Text Ads.
• Responsive Ads
• Image Ads.
• Video Ads.

Structuring Adwords Account
Ad words is organized into three layers:
Account : your account is associated with a unique email address and billing information.
Campaigns : each campaign has its own budget ,settings that determine where your ad appear.
Ad groups : each ad group within a campaign contains a set of similar ads & keywords that you want to
trigger your ads to show.

Account
www.electrostore.com
Campaign1
TV
Ad group1
3DTV
Keywords
Ad group2
HD TVs
Keywords
Campaign2
cameras
Ad group1
SLRcameras
Ad group2
Digi Cameras
Keywords

Account
www.realestate.com
Campaign1
AnnaNagar
Ad group1
Apartments
Keywords
Ad group2
Flats
Keywords
Campaign2
Mogappair
Ad group2
Flats
Keywords
Ad group1
Apartments
Keywords

Keywords can be of four types depending on how niche you go

Ad Creation Techniques

What is Quality Score?
• The relevance of your ads to the keyword
• The relevance of your ads to your landing page
• The click-through rate of your ad ( User Experience )

How Do You Increase Your Quality Score ?
Quality Score determines where and how often your ads appear, it’s important to boost your ratings by
working consistently on your account. This can be achieved by focusing your efforts on several key areas:
Keyword Research – Discover new, highly relevant keywords to add to your campaigns, including long-tail
opportunities that can contribute to the bulk of your overall traffic.
Keyword Organization – Split your keywords into tight, organized groups that can be more effectively tied to
individual ad campaigns.
Refining Ad Text – Test out PPC ad copy that is more targeted to your individual ad groups. More effective ads
get higher CTR, one of the best ways to improve Quality Score.
Optimizing Landing Pages – Follow landing page best practices to create pages that connect directly with your
ad groups and provide a cohesive experience for visitors, from keyword to conversion.
Adding Negative Keywords – Continuously research, identify, and exclude irrelevant search terms that are
wasting your budget.

Ad Creation also has techniques

Just by bidding more, a higher Ad position cannot be received

Predefined Reports
• Impression
• Clicks
• CTR
• Avg. CPC
• Cost
• Conversion
• Cost / Conv.
• Conv. Rate.

What Are We Optimizing For?
Increase website traffic - Ad Click
Promotion - Ad Click/Impression
Increasing phone calls - Click on Call Extensions/ Manually Dialed
Increase sales - Purchase
Generate leads - Fill Contact Form
Increasing Mailing List - Signups

User journey before a conversion

How AdWords Fits In?
AdWords solutions in the journey

Best Practices
● Do not have too many Ad Groups in one Campaign.
● Campaigns should mirror the client’s website.
● Split Ad Groups by themes with relevant ad creatives and landing pages.
● Delete poor performing ads/keywords, they negatively affect your account.
● If hitting daily budget regularly, increase it.
● If not in top 3 position, increase bids on valuable keywords.
● Assess current traffic and expand geo targeting and Ad Scheduling if needed.
● Don’t try to fix things that are not broken.

Campaign v/s Ad Groups
Campaign Specific Settings Ad Group Specific Settings
Targeted Locations Device
Ad Schedule Bid Strategy
Budget

Manage Match Types For Growth and Control

Be Mindful of Nuances in Negative Keywords
Ensure your keywords are matching the way you intended.

Don’t Make Keywords Too Long
To Prevent Low Search Volumes

Best Practices
● Add keyword level destination URL.
● Use Keyword Insertion.
● System ignores symbols including hyphens and period.
● Add Negatives at Campaign Level.
● Add shorter negative keywords to block a wider range of queries.
● Use negative exact matches.
● Try multi-word keywords.
● Have at least 3-5 unique ads per ad group with at least one mobile preferred ad.
● Rotate Ads.
● Be informative, Be persuasive - Have keywords in Ad Texts.
● Increase traffic- Use Ad Extensions.
● Do not delete/edit well performing ads. Pause and create new ones to experiment.
● Capitalize 1st letter of each word within the domain.
Review Ad Performance and Optimize.

Tracking Template

Dynamic Search Ads

Dynamic Search Ads
• DSAs can now be created as ad groups within existing Search campaigns
• There will no longer be a DSA campaign type (but you can still create DSA only campaigns)
• Expanded DSA creatives have launched
• All ad extensions can be used in campaigns with DSA ad groups

New Conversion Tracking
• You must now utilize a global site tag with event snippets for various conversions
• The event snippet should be installed on pages where you want to track conversions
• You can create conversions around a page load (ie: thank you page) and a page click (ie: submit button)

Review Extensions (No More)
Review extensions and associated performance data will be deleted in February

Life Event Targeting
Target users going through various life events,
including graduation, marriage, and moving.

Bids and Budgets
AdWords can spend 2 times your daily budget Limit over delivery: Script
Link
Bid management
Data driven attribution models influence bidding
New strategy: Maximize conversions

Ad Testing
• Optimized Ad Rotation
• Ad Variations (Experiments)

Targeting
 Custom Intent Audiences
 Custom Intent Audiences based on App Users

Customer Match
• Can now use phone or address
• Previously limited to email address only

Voice Search
Google announced that over 400 million devices are enabled with Google Assistant.
Add in Alexa, Cortana, and Siri enabled devices and it’s clear that Voice Search is more than
just a passing fad.
In 2017, 20% of all search occurs via voice search rather than a typed query, and ComScore
estimates that by 2020, more than 50% of all search will be driven by voice search!
Optimizing for Voice Search will require a new search strategy. Knowing that people’s natural
language is different from their typed queries, you’ll need to prep your content and your ads
to answer their questions, rather than match their keywords.
Have your content answer questions people will naturally ask their devices such as “Who”,
“When”, “Where” and “How” as they complete their searches.
Structured data will also be preferred over semantic data. If you ask your Google device
“Where can I buy a pizza?” it won’t show you the nearest answer or even the cheapest – but
it will show you the answer that Google can find the easiest, and that will likely be in an
advertisers merchant feed or serving a local inventory ad.

Reporting
Data Studio Integrations

48
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Google workshop 2018

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