The document provides an agenda for a Google AdWords advanced tactics training seminar. The morning session will cover creating an AdWords account, managing campaigns and keywords, and developing quality keyword lists and ad text. The afternoon session will focus on optimizing campaigns, including tracking conversions, using reports, and improving landing page quality. Best practices such as thorough keyword research and inclusion of keywords in ads will also be discussed.

1. Google AdWords Advanced Tactics
Slide  1

2. Agenda - Morning
 Introduction to online advertising &
Google AdWords
 Managing Your Account
- Creating an account
- Who are we all?
- Creating a campaign, step-by-step
- Types of online advertising
- Understanding campaign, ad group, and keyword
statistics
- Intro to PPC – AdWords, Bing, YSM
- AdWords vs FB vs Linked In, etc
- Basics of pay-per-click advertising
- Introduction to AdWords
- Features
- Benefits
- Basic terminology
 Creating Your AdWords Account
- Starter vs. Standard edition
- How to create an account
- Proper account structure
- Account organization options
Slide  2
- Editing Campaign Settings
- Editing CPCs
 Developing Quality Keyword Lists
- How to Develop a List
- Using the Keyword Tool
- Creating Compelling Ad Text
- Developing ad variations
- Ad writing workshop

3. Agenda - Afternoon
 Tracking ad performance
 Beginning Optimization
- Conversion Tracking
- Using the Report Center
- Google Analytics
- Campaign Optimizer
 Optimizing to:
- Increase conversions
- Increase traffic
- Location targeting
- Demographic bidding
 Best Practices
- Increase Quality Score
- Organise by Theme/Product/Service
- Improve landing page quality
- Keywords Research
 Using the Google Network
- Ad types (Image Ads, Local Business Ads, Mobile Ad,
Click-to-Play Video Ads)
- Placement targeted campaigns
- Include Keywords in Advert
- Use Correct Landing Pages
- Enable Tracking/Conversion
 Quality Score
- CPM bidding
 Billing & Reports
- Understanding Billing
- Billing Cycle
 Open Q&A
Slide  3

4. Who am I
Who are you?
Slide  4

5. Types of Online Advertising
Banners/Display
CPC/PPC
CPL
Sponsorships
CPA
Pop-ups
Affiliate
Text Ads
Video
What is Online Advertising?
Slide  5

6. Free/Organic/Natural Vs Paid Ads
Natural / Organic /
FREE Website
Listings
Slide  6

7. What is PPC?
Pay per click (PPC) is an Internet
advertising model used on
websites in which advertisers pay
their host only when their advert
is clicked.
Slide  7

8. Setting PPC Objectives
•
Critical to decide clear cut-off points before starting
•
•
•
What is your objective in numbers?
How much can you afford to pay for a sale / lead
What’s your current conversion rate on enquiries?
•
Are you willing to pay €10 for a lead? €50? €108?
•
•
What countries are you geo-targeting?
Eg - Can you handle Spanish-language enquiries?
Slide  8

9. PPC Overview
•
Slide  9
Reason Google worth $170B

10. PPC Overview
• Bid for your position against the competition
• Higher your bid, higher your position. (1st not always
best)
• Greater competition = greater cost
• No charge if user sees your ad
• Only pay if user visits your website
• Clicks charged direct to credit card
• Simple way to test if your website can work for you
• Requires lots of testing to maximise ROI
Slide  10

11. Main PPC Players
Slide  11

12. MSN AdCenter
https://adcenter.microsoft.com
Slide  12

13. MSN AdCenter – Ads appear on Bing.com
Slide  13

14. Yahoo Search Marketing
http://searchmarketing.yahoo.com/
Slide  14

15. Yahoo Search Marketing
http://searchmarketing.yahoo.com/
Slide  15

16. Adwords Example
Slide  16

17. Why AdWords?
Targeted Results
You have Total Control – You set the Budget
Campaigns are Measurable
Pay only for results (ie when your advert is
clicked)

18. Criteria for Success with Adverts
 Solid and Expansive Keyword Research
 Deliver Compelling Adverts that Cause Click-Through (CTR)
 Creating Effective Landing Pages (that initiate a “conversion”)

19. Terminology
 PPC
 CPC
 CTR
 Impression
 Conversion
 Quality Score
 Adgroup
 http://adwords.google.com/support/aw/bin/topic.py?hl=enuk&topic=15464
Slide  19

20. Creating Your AdWords Account
 Starter versus Standard Editions
 Creating an Account
Slide  20

21. Google AdWords Account Structure
 Account Level
 Campaign Level
 Adgroup Level
 Keywords
 Adverts
 Structure your campaign to mirror your website
 Manage multiple accounts with My Client Center
 Create separate campaigns for multi-region advertising
 Use AdWords Editor to manage your campaign
Slide  21

22. Google AdWords Account Structure (Example)
 Account Level
- Travel Company
 Campaign Level
- France
- Spain
- Portugal
 Adgroup Level (Spain)
- Malaga
- Costa del Sol
 Keywords
 Adverts
Slide  22

23. AdWords Structure
Slide  23

24. Creating Your Campaign
Plan, plan and plan some more!
Complete Keyword Research
Decide on your campaign structure
- Does your campaign reflect your business/website?
Develop your campaign BEFORE going to
AdWords
Slide  24

25. Keyword Research
 Foundation of your online marketing campaign (for both
SEO and PPC)
 Example “Global Warming” vs “Climate Change”
 Draw up your Keyword List
-
Study your web stats program
Brainstorm
Competitors web sites
Use Online Tools to check frequency of use
- www.wordtracker.com
- www.goodkeywords.com
- GOOGLE KEYWORD TOOL
Slide  25

26. Google Keyword Tool
Slide  26

27. Create Compelling Ad Text
 Be Concise, To the Point
 Support claims on landing page
 Relevant, accurate text
 Repeated punctuation allowed
 Targets specific keywords
 No double-serving from multiple
accounts
 Clear & Accurate display URL
 Working destination URL
 Use Proper Grammar
 Capitalise First letter of words
 No superlatives/hyperbole allowed
 No inappropriate language
 Use direct calls to action
 No pop-ups on landing page
Follow the Searchers’ Thought Process!
Slide  27

28. Ad Variations – A/B or Split Testing
Slide  28

29. Workshop
 Example
 (Someone in the class?)
 OR
- Cahernane House Hotel
- Create (short) Keyword list
- Develop campaign
- Create Advert copy
- Landing Pages?
Slide  29

30. Conversion Tracking
Slide  30

31. Google Analytics
Slide  31

32. Optimising Your Adverts
Title
Benefit
Feature
Localise

33. Make Changes!
 Test Various Adverts
- This one “rolls off the tongue”!
- It has RYTHM

34. Reverse the Order of the
Features and Benefits
 Feature / Benefit Order Reversal

35. `
 Always Use Capitalisation

36. Example
 Tennis Shoes

37. Quality Score
Slide  37

38. Quality Score
USER
 Advertisers want to show relevant ads
so that users will click on their ads and
land on their site
 Users want to see relevant ads so they
can easily find what they're looking for
in the shortest amount of time.
ADVERTISER
Slide  38
 Google wants the best experience for
both advertisers and users so that
advertisers continue to use the
AdWords program and so users
GOOGLE
continue to use Google

39. Quality Score
 CTR is the biggest component in Quality Score.
 According to Google “the biggest one by far is CTR”.
 By allowing searchers to vote with their clicks, Google gets help
from millions of people in determining which ads are best for each
search query
 Work to increase CTR
- Diligently split test ad copy. Often the more profitable ad has a better CTR.
- Theme out ad groups logically, and write ad copy relevant to the keywords bid
on.
- Choose keywords carefully. Often words that are only vaguely relevant work in
content themes, but have poor search Quality Score because of low CTR
Slide  39

40. Quality Score
 Google’s business is built on relevancy, and that’s increasingly
reflected in landing page Quality Score.
 Google rewards sites it considers relevant, honest, and authoritative
– not just on the organic side, but with landing page Quality Score
 Landing Page quality is essentially pass/fail option.
 With a poor landing page quality score, keyword Quality Scores
often stick in the 1 to 2 range and top out at about 4.
Slide  40

41. Quality Score
 Google WANT you to have high QS and will tell you when you do not
have this
Slide  41

42. Quality Score
Slide  42

43. Quality Score
Slide  43

44. How QS Affects Ads
Ad Rank
 AD RANK = MAX BID X QUALITY SCORE
 Example
BID
AD Rank
Position
€4
1
4
4
€3
3
9
2
€2
6
12
1
€1
Slide  44
QS
8
8
3

45. Cost of Your Ad
 Pay the minimum amount necessary to retain your position.
 Price (1) x QS (1) > Bid (2) x QS (2)
 => Price (1) = (Bid (2) x QS(2)) / QS (1)
BID
QS
AD Rank
CPC
Cost
€4
8
32
(24/8)
€3
€4
6
24
(12/6)
€2
€4
3
12
Min
Min
 If QS increases then cost descreases.
Slide  45

46. Google Network
 Text Ads
 Images Ads
 Mobile Ads
 Video Ads
Ext

47. Text Ads
Slide  47

48. Image Ads
Slide  48

49. Reports Centre
IP Exclusion
Demographic Bidding
Position Preference
Geo-Targeting
Ad Scheduling
Billing/Invoicing
Insights forSearch
Placement Targeting
Dynamic Keyword
Insertion
Site & Category
Exclusion
Slide  49
Traffic Estimator
Keyword Ideas

50. Report Centre
Slide  50

51. Demographic Bidding
 Only operates with Content Network
 Campaign/Settings/Demographic Bidding
 Only a small range of Google partner sites have demographics
available
Slide  51

52. Geo Targeting
 Countries/Counties. Postcodes, etc
 Campaign/Settings/Location & Languages
Slide  52

53. Billing & Invoicing
 Options
- Post Pay (CC or Invoicing)
- Pre Pay (Top up option)
Slide  53

54. Placement Targeting
 Campaigns/Networks/Manage Placements
 Use the Placement Tool/Advanced Options
Slide  54

55. Site & Category Exclusions
 Opportunities/More Tools/Site & Category Exclusions
Slide  55

56. IP Exclusion
 Opportunities/Tools/IP Exclusion
Slide  56

57. Position Preference
 Campaign/Settings/Bidding & Budget
 Note: Enable Position Preference - THEN return to keyword to trigger
Position Preference
Slide  57

58. Ad Scheduling
 Campaign/Settings/Advanced
Slide  58

59. Insights for Search
 Google Insights for Search
Slide  59

60. Dynamic Keyword Insertion
http://adwords.google.com/support/aw/bin/answer.py?hl=en&answer=74996
Slide  60

61. Traffic Estimator
 Opportunities/Traffic Estimator
Slide  61

62. Keyword Ideas/Suggestions
 Opportunities/Ideas
Slide  62

63. Diagnostics
 Ads Diagnostics Tool
 Search Based Keyword Tool
 Ads Preview Tool
 Disapproved Ads
Slide  63

64. Ads Diagnostics Tool
 Tools/Ads Diagnostic Tools
Slide  64

65. Search Based Keyword Tool
 Tools Menu
Slide  65

66. Ads Preview Tool
Slide  66

67. Disapproved Ads
Slide  67

68. AdWords Editor
Slide  68

69. Best AdWords Help Page!
Slide  69

70. Best Practice
Best Practices
- Organise by Theme/Product/Service
- Keywords Research
- Include Keywords in Advert
- Use Correct Landing Pages
- Enable Tracking/Conversion
Slide  70

71. Google Certification
Slide  71

72. Q?
Slide  72