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Why AdWords…
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
Introduction to AdWords
Basics of Marketing
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?
Online Advertising
Social Media
Search
Content
Affiliate
SEO
SEM
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?
Where your ads can appear..?
On Google search result and search partners..
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
Also in Google Maps
If you have text ads, you can choose to show them to customers in a certain geographic location.
Prerequisites for AdWords..
Website
Key Elements
•Original and fresh Content•User Friendly Navigation•Simple and Professional Design•Speed•Point of Contact
Goal Setting
Key Elements
•Clicks•Conversions•Brand Awareness•Sales
Basic AdWords Terminology
Terminology
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
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
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
How to Structure your Account
Account Structure
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.
How to Create Good Account Structure?
Organize your campaign to mirror your website
Create separate campaigns for multi-region advertising
Create Separate campaigns for different Ad Platforms
Tightly Themed ad groups.
How to Create Keyword List
Keywords
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.
Broad Match
+Broad + Match + Modifier
“Phrase Match”
Keyword Match Types
[Exact Match]
-Negative Keywords
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
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
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.
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.
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.
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
Keyword Planner
How to Create Better Ads
Text Ads
Text AdsText ads, the simplest version of the online ads AdWords offers, have three parts: a headline, a display URL, and two description lines.
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
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
Location Extensions App Extensions
Callout Extensions
Other Extensions
•Reviews
•Consumer ratings
•Previous visits
•Seller ratings
•Dynamic sitelink extensions
•Dynamic structured snippets
Good Ad Examples
What is Quality ScoreQuality Score
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
Ad Price & PositionAd Rank
Ad Rank
Ad Position & Price
SettingsCampaign Types
Campaign Types
Search Network with Display Select
Search Network
onlyDisplay Network
only
Shopping
Video
Campaign Sub Types
Standard
All features
Mobile app
installs
Mobile app engageme
nt
Dynamic Search
Ads
Call-only
Common Settings
Locations
Ad Scheduling
Bid strategy
Networks
FYIDisplay Ads
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.
ReportingTracking
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.
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.
Aravindhu ChukkaEmail: [email protected]
Linkedin: @aravindhu