1. Google AdWords Advanced Tactics
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2. Agenda - Morning
 Introduction to online advertising &  Managing Your Account
Google AdWords - 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
- Editing Campaign Settings
- AdWords vs FB vs Linked In, etc
- Editing CPCs
- Basics of pay-per-click advertising
- Introduction to AdWords
 Developing Quality Keyword Lists
- Features
- How to Develop a List
- Benefits
- Using the Keyword Tool
- Basic terminology
- Creating Compelling Ad Text
 Creating Your AdWords Account - Developing ad variations
- Ad writing workshop
- Starter vs. Standard edition
- How to create an account
- Proper account structure
- Account organization options
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3. Agenda - Afternoon
 Tracking ad performance  Beginning Optimization
- Conversion Tracking - Using the Report Center
- Google Analytics - Campaign Optimizer
- Location targeting
 Optimizing to: - Demographic bidding
- Increase conversions
- Increase traffic  Best Practices
- Increase Quality Score - Organise by Theme/Product/Service
- Improve landing page quality - Keywords Research
- Include Keywords in Advert
 Using the Google Network - Use Correct Landing Pages
- Ad types (Image Ads, Local Business Ads, Mobile Ad, - Enable Tracking/Conversion
Click-to-Play Video Ads)
- Placement targeted campaigns  Quality Score
- CPM bidding
 Billing & Reports
- Understanding Billing
- Billing Cycle
 Open Q&A
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4. Who am I
Who are you?
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5. Types of Online Advertising
Banners/Display CPC/PPC
CPL Sponsorships
CPA Pop-ups
Affiliate Text Ads
Video
What is Online Advertising?
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6. Free/Organic/Natural Vs Paid Ads
Natural / Organic /
FREE Website
Listings
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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.
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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?
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9. PPC Overview
• Reason Google worth $170B
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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
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11. Main PPC Players
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12. MSN AdCenter
https://adcenter.microsoft.com
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13. MSN AdCenter – Ads appear on Bing.com
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14. Yahoo Search Marketing
http://searchmarketing.yahoo.com/
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15. Yahoo Search Marketing
http://searchmarketing.yahoo.com/
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16. Adwords Example
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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=en-
uk&topic=15464
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20. Creating Your AdWords Account
 Starter versus Standard Editions
 Creating an Account
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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
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22. Google AdWords Account Structure (Example)
 Account Level
- Travel Company
 Campaign Level
- France
- Spain
- Portugal
 Adgroup Level (Spain)
- Malaga
- Costa del Sol
 Keywords
 Adverts
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23. AdWords Structure
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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
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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
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26. Google Keyword Tool
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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
 No superlatives/hyperbole allowed
 Working destination URL
 No inappropriate language
 Use Proper Grammar
 Use direct calls to action
 Capitalise First letter of words
 No pop-ups on landing page
Follow the Searchers’ Thought Process!
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28. Ad Variations – A/B or Split Testing
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29. Workshop
 Example
 (Someone in the class?)
 OR
- Cahernane House Hotel
- Create (short) Keyword list
- Develop campaign
- Create Advert copy
- Landing Pages?
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30. Conversion Tracking
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31. Google Analytics
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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
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38. Quality Score
 Advertisers want to show relevant ads
USER 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.
 Google wants the best experience for
both advertisers and users so that
advertisers continue to use the
ADVERTISER GOOGLE AdWords program and so users
continue to use Google
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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
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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.
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41. Quality Score
 Google WANT you to have high QS and will tell you when you do not
have this
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42. Quality Score
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43. Quality Score
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44. How QS Affects Ads
Ad Rank
 AD RANK = MAX BID X QUALITY SCORE
 Example
BID QS AD Rank Position
€4 1 4 4
€3 3 9 2
€2 6 12 1
€1 8 8 3
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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.
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46. Google Network
 Text Ads
 Images Ads
 Mobile Ads
 Video Ads
Ext

47. Text Ads
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48. Image Ads
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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 Traffic Estimator
Slide  49 Keyword Ideas

50. Report Centre
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51. Demographic Bidding
 Only operates with Content Network
 Campaign/Settings/Demographic Bidding
 Only a small range of Google partner sites have demographics
available
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52. Geo Targeting
 Countries/Counties. Postcodes, etc
 Campaign/Settings/Location & Languages
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53. Billing & Invoicing
 Options
- Post Pay (CC or Invoicing)
- Pre Pay (Top up option)
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54. Placement Targeting
 Campaigns/Networks/Manage Placements
 Use the Placement Tool/Advanced Options
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55. Site & Category Exclusions
 Opportunities/More Tools/Site & Category Exclusions
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56. IP Exclusion
 Opportunities/Tools/IP Exclusion
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57. Position Preference
 Campaign/Settings/Bidding & Budget
 Note: Enable Position Preference - THEN return to keyword to trigger
Position Preference
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58. Ad Scheduling
 Campaign/Settings/Advanced
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59. Insights for Search
 Google Insights for Search
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60. Dynamic Keyword Insertion
http://adwords.google.com/support/aw/bin/answer.py?hl=en&answer=74996
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61. Traffic Estimator
 Opportunities/Traffic Estimator
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62. Keyword Ideas/Suggestions
 Opportunities/Ideas
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63. Diagnostics
 Ads Diagnostics Tool
 Search Based Keyword Tool
 Ads Preview Tool
 Disapproved Ads
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64. Ads Diagnostics Tool
 Tools/Ads Diagnostic Tools
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65. Search Based Keyword Tool
 Tools Menu
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66. Ads Preview Tool
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67. Disapproved Ads
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68. AdWords Editor
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69. Best AdWords Help Page!
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70. Best Practice
Best Practices
- Organise by Theme/Product/Service
- Keywords Research
- Include Keywords in Advert
- Use Correct Landing Pages
- Enable Tracking/Conversion
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71. Google Certification
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72. Q?
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