adwords crash course

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Page 1: Adwords crash course

CRASH COURSE

Powered by:

Page 2: Adwords crash course

Đây là văn bản mẫu. Hãy thay thế bằng

văn bản của bạn.

Đây là văn bản mẫu. Hãy thay

thế bằng văn bản của bạn.

Đây là văn bản mẫu.

Thêm văn bản của bạn.

Đây là văn bản

mẫu. Thêm văn bản

của bạn.

1

2

3

4

You can Start your career in Digital media

Upgrade your current profile

Start Your own business

Every one Else

Doing. ;)

Why AdWords…

Page 3: Adwords crash course

StartStop

Intro & Basics

What is Online

Marketing AdWords

Intro AdWords Terminology

AdWords Essentials

Structure Keywords

Ads Quality

Score

Targeting Types

Create Structure

Bid Types

How to Target

Display Reporting Tracking

Display & Reporting

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Introduction to AdWords

Basics of Marketing

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PromotionPromotion refers to raising customer awareness of a product

or brand, generating sales, and creating brand loyalty.

4 Ps of Marketing

1P

ProductWhat are we

selling? 2PPrice

How much is we selling it

for ?

04Promotion

How will we let people know we

are selling?

03PlaceWhere and how will we sell it?

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Online Advertising

Social Media

Email

Search

Content

Affiliate

SEO

SEM

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Google AdWords is Google's advertising system in which advertisers bid on certain keywords in order for their clickable ads to appear in Google's search results

What is AdWords?

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Where your ads can appear..?

On Google search result and search partners..

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It including specific Google websites like Google Finance, Gmail, Blogger, and Youtube that show AdWords ads. This network also includes mobile sites and apps.

Collection of Website - A.K.A Display Network

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Also in Google Maps

If you have text ads, you can choose to show them to customers in a certain geographic location.

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Prerequisites for AdWords..

Website

Key Elements

•Original and fresh Content•User Friendly Navigation•Simple and Professional Design•Speed•Point of Contact

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Goal Setting

Key Elements

•Clicks•Conversions•Brand Awareness•Sales

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Basic AdWords Terminology

Terminology

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Your account is associated with a unique email address, password,

and billing information.

Account

Ad groupscontain a set of similar

ads and keywords.

CampaignCampaigns have their own budget and settings that determine where

your ads appear.

Search TermTerms user types in Google Search

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When someone clicks your ad, like on the blue headline of a text ad

Click

Daily budget An amount that you set for each ad campaign to specify how much, on

average, you'd like to spend each day

ImpressionsHow often your ad is shown. An impression is counted each time

your ad is shown

Max CPCA bid that you set to determine the highest amount that you're

willing to pay for a click

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The order in which your ad appears on a page in relation to other ads

Ad position

CTRClicks/Impressions

AuctionBidding for an Ad position

ConversionA conversion happens when someone clicks on ad & then takes

an action that you’ve defined

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How to Structure your Account

Account Structure

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Why Accounts structure is so Important?

• Determine which ads are Performing.

• Monitor changes easily.

• Have better control over budgets and costs.

• Locate specific keywords quickly.

• Manage and edit your campaigns easily.

Good account organization helps you make changes quickly, target your ads effectively, and, ultimately, reach more of your advertising goals.

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How to Create Good Account Structure?

Organize your campaign to mirror your website

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Create separate campaigns for multi-region advertising

Create Separate campaigns for different Ad Platforms

Tightly Themed ad groups.

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How to Create Keyword List

Keywords

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What is Keywords.

Words or phrases describing your product or service that you choose to help determine when and where your ad can appear.

When someone searches on Google, your ad could be eligible to appear based on the similarity of your keywords to the person's search terms, as well as your keyword match types. Keywords are also used to match your ad to sites in the Google Network that are related to your keywords and ads.

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Broad Match

+Broad + Match + Modifier

“Phrase Match”

Keyword Match Types

[Exact Match]

-Negative Keywords

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Broad MatchBroad match is the default match type that all your keywords are assigned. Ads may show on searches that include misspellings, synonyms, related searches, and other relevant variations.

Example keyword: women's hatsExample search: buy ladies hats

How it HelpsSpend less time building keyword listsTo build your first listCapture large Audience

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Broad match modifierAds may show on searches that contain the modified term (or close variations, but not synonyms), in any order.

Symbol: +keywordExample keyword: +women's +hatsExample search: hats for women

How it HelpsMore control over broad matchTo build quick listCapture large Audience

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Phrase matchAds may show on searches that are a phrase, and close variations of that phrase.

Symbol: "keyword"Example keyword: "women's hats"Example search: buy women's hats

How it HelpsPhrase match is more flexible than exact match, but is more targeted than the default broad match option. Showing your ads to customers who are most likely searching for your product or service.

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Exact matchAds may show on searches that are an exact term and close variations of that exact term.

Symbol: [keyword]Example keyword: [women's hats]Example search: women's hats

How it Helpslimit who sees your ad to only those who search for your exact keywords or close variants of your exact keywords. The traffic you receive could be more interested in your product or service.

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Negative match Negative keywords can help you reach the most interested customers, reduce your costs, and increase your return on investment (ROI).

Symbol: -keywordExample keyword: -womenExample search: baseball hats

How it HelpsPrevent your ad from showing to people searching for or visiting websites about things you don't offer.Show your ads to people who are more likely to click them.Reduce costs by excluding keywords where you might be spending money but not getting a return.

Page 31: Adwords crash course

Build Keyword List

Think like a customer when you create your list

Select specific keywords to target specific customers

Select general keywords to reach more people

Group similar keywords into ad groups

Pick the right number of keywords

Choose keywords that relate to the websites customers see

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Keyword Planner

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How to Create Better Ads

Text Ads

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Text AdsText ads, the simplest version of the online ads AdWords offers, have three parts: a headline, a display URL, and two description lines.

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How create successful text ads

Highlight what makes you uniqueInclude prices, promotions, and exclusivesEmpower customers to take actionInclude at least one of your keywordsMatch your ad to your landing pageAppeal to customers on mobileExperiment

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Ad extensionsA feature that shows extra business information with your ad, like an address, phone number, store rating, or more webpage links.

Types of Ad extensions

Site Links Call Extensions

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Location Extensions App Extensions

Callout Extensions

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Other Extensions

•Reviews

•Consumer ratings

•Previous visits

•Seller ratings

•Dynamic sitelink extensions

•Dynamic structured snippets

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Good Ad Examples

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What is Quality ScoreQuality Score

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What is Quality ScoreAn estimate of the quality of your ads, keywords, and landing pages. Higher quality ads can lead to lower prices and better ad positions.

Quality Scores given by 1-10 rating.How it Works• Your keyword's expected click through rate (CTR)• Your display URL's past CTR• Your account history• Your keyword/ad relevance• Your keyword/search relevance• Geographic performance• Your targeted devices

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Ad Price & PositionAd Rank

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Ad Rank

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Ad Position & Price

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SettingsCampaign Types

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Campaign Types

Search Network with Display Select

Search Network

onlyDisplay Network

only

Shopping

Video

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Campaign Sub Types

Standard 

All features 

Mobile app

installs

Mobile app engageme

nt

Dynamic Search

Ads

Call-only

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Common Settings

Locations

Ad Scheduling

Bid strategy

Networks

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FYIDisplay Ads

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Display Ads "Display Network only" campaigns are best if you'd like to show ads on websites and apps when your keywords are related to the sites' content.

When to choose it• Recommended for more experienced AdWords advertisers• You want to reach customers while they're browsing online• You're interested in building awareness for your brand across a

large audience.• Display Network only campaigns are usually focused on

increasing awareness of your business, or giving a vivid impression of your brand.

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ReportingTracking

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Conversion tracking

Conversion tracking is a free tool that shows you what happens after a customer clicks on your ads -- whether they purchased a product, signed up for your newsletter, called your business, or downloaded your app. When a customer completes an action that you've defined as valuable, these customer actions are called conversions.

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Reporting

You can find the specific performance data that interests you by customizing the statistics tables of your AdWords account using columns, segments, and filters. Once the table looks exactly how you want, you can download it as a report in a variety of formats and save it. You can also set up the report to run at specific intervals, and schedule it to be emailed to you or other people who have access to your account.

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Aravindhu ChukkaEmail: [email protected]

Linkedin: @aravindhu