adwords - how it works - bold internet

AdWords Overview

● Started in 2000

● Pay per Click (PPC) advertising

● You set budget

● You control maximum prepared to pay

● Totally trackable

●Accounts for the majority of Google’s

revenue...

www.boldinternet.co.uk

www.boldinternet.co.uk

www.boldinternet.co.uk

www.boldinternet.co.uk

Overview of Google AdWords

www.boldinternet.co.uk

Overview of Google AdWords

www.boldinternet.co.uk

Overview of Google AdWords

www.boldinternet.co.uk

Overview of Google AdWords

www.boldinternet.co.uk

Basic Terminology

●Account

●Campaign

●Ad groups

●Impressions

●Clicks

●Click through Rate

●Cost per Click

●Conversions

●Keywords...

www.boldinternet.co.uk

Basic Terminology

●Account

●Campaign

●Ad groups

●Impressions

●Clicks

●Click through Rate

●Cost per Click

●Conversions

●Keywords...

www.boldinternet.co.uk

Associated with billing,

account access and

linking to other Google

services, e.g. Analytics

Basic Terminology

●Account

●Campaign

●Ad groups

●Impressions

●Clicks

●Click through Rate

●Cost per Click

●Conversions

●Keywords...

www.boldinternet.co.uk

Sets budget, scheduling

and geo-targeting

Basic Terminology

●Account

●Campaign

●Ad groups

●Impressions

●Clicks

●Click through Rate

●Cost per Click

●Conversions

●Keywords...

www.boldinternet.co.uk

Made up of adverts and

keywords to target a

specific topic, e.g.

product or service

Basic Terminology

●Account

●Campaign

●Ad groups

●Impressions

●Clicks

●Click through Rate

●Cost per Click

●Conversions

●Keywords...

www.boldinternet.co.uk

The number of times

your advert is displayed

Basic Terminology

●Account

●Campaign

●Ad groups

●Impressions

●Clicks

●Click through Rate

●Cost per Click

●Conversions

●Keywords...

www.boldinternet.co.uk

Clicks achieved on your

advert, i.e. visits to your

website

Basic Terminology

●Account

●Campaign

●Ad groups

●Impressions

●Clicks

●Click through Rate

●Cost per Click

●Conversions

●Keywords...

www.boldinternet.co.uk

CTR is the number of

clicks that your ad

receives divided by the

number of times your ad

is shown expressed as a

percentage

Basic Terminology

●Account

●Campaign

●Ad groups

●Impressions

●Clicks

●Click through Rate

●Cost per Click

●Conversions

●Keywords...

www.boldinternet.co.uk

CPC – The amount you

pay Google!

Default and Actual can

differ

Basic Terminology

●Account

●Campaign

●Ad groups

●Impressions

●Clicks

●Click through Rate

●Cost per Click

●Conversions

●Keywords...

www.boldinternet.co.uk

The number of

occurrences for your

desired action, e.g.

checkout, sign-up or

enquiry

Basic Terminology

●Account

●Campaign

●Ad groups

●Impressions

●Clicks

●Click through Rate

●Cost per Click

●Conversions

●Keywords...

www.boldinternet.co.uk

Requires thorough

understanding!

Keywords

● No keyword research often leads to poor

campaigns

● Not understanding keyword match types

will definitely lead to poor campaigns!○ Broad

●Modified Broad

○ Phrase

○ Exact

○ Negative...

www.boldinternet.co.uk

Keywords

● No keyword research often leads to poor

campaigns

● Not understanding keyword match types

will definitely lead to poor campaigns!○ Broad

●Modified Broad

○ Phrase

○ Exact

○ Negative...

www.boldinternet.co.uk

Keywords can appear in any order

as well as alternatives such as

misspellings and synonyms

Keywords

● No keyword research often leads to poor

campaigns

● Not understanding keyword match types

will definitely lead to poor campaigns!○ Broad

●Modified Broad

○ Phrase

○ Exact

○ Negative...

www.boldinternet.co.uk

Pre-fix keywords with a plus sign

(+) that synonyms not used.

Stemming, singular/plural,

misspellings still possible though

Keywords

● No keyword research often leads to poor

campaigns

● Not understanding keyword match types

will definitely lead to poor campaigns!○ Broad

●Modified Broad

○ Phrase

○ Exact

○ Negative...

www.boldinternet.co.uk

Keywords must appear in order but

can also be part of a longer search

string

Keywords

● No keyword research often leads to poor

campaigns

● Not understanding keyword match types

will definitely lead to poor campaigns!○ Broad

●Modified Broad

○ Phrase

○ Exact

○ Negative...

www.boldinternet.co.uk

As the name suggests, i.e. only a

search query that matches the

keyword you are bidding on will

trigger adverts

Keywords

● No keyword research often leads to poor

campaigns

● Not understanding keyword match types

will definitely lead to poor campaigns!○ Broad

●Modified Broad

○ Phrase

○ Exact

○ Negatives...

www.boldinternet.co.uk

Use to stop adverts from

displaying for irrelevant search

queries...

Negative Keywords

● Added to campaign, ad group or shared

library

● Often underused but powerful way to

improve performance

● Keyword research good way to find●AdWords search terms report

●Google Analytics

●Keyword research websites, e.g. ubersuggest.org

●The right software helps...

www.boldinternet.co.uk

Negative Keywords

● Added to campaign, ad group or shared

library

● Often underused but powerful way to

improve performance

● Keyword research good way to find●AdWords search terms report

●Google Analytics

●Keyword research websites, e.g. ubersuggest.org

●The right software helps...

www.boldinternet.co.uk

Negative Keywords

● Added to campaign, ad group or shared

library

● Often underused but powerful way to

improve performance

● Keyword research good way to find●AdWords search terms report

●Google Analytics

●Keyword research websites, e.g. ubersuggest.org

●The right software helps...

www.boldinternet.co.uk

Negative Keywords

● Added to campaign, ad group or shared

library

● Often underused but powerful way to

improve performance

● Keyword research good way to find●AdWords search terms report

●Google Analytics

●Keyword research websites, e.g. ubersuggest.org

●The right software helps...

www.boldinternet.co.uk

printers

November 2015

Be careful what

you bid on!

50k-100k

cookies per week

www.youandyourwedding.co.uk/planning/stationery/

Display Targeting

Display Targeting

Display Targeting

Lots of targeting options that can

be used in isolation or layered

Google AdWords Tips

●Use conversion tracking● AdWords or Analytics

●Keep Search & Display campaigns separate

● Start with Search, expand into Display

●Direct visitors to most relevant landing page● Relevancy wins

●Understand keyword match types● Don’t go live without understanding differences

● Make use of negative keywords!

www.boldinternet.co.uk

Google AdWords Tips

●Use conversion tracking● AdWords or Analytics

●Keep Search & Display campaigns separate

● Start with Search, expand into Display

●Direct visitors to most relevant landing page● Relevancy wins

●Understand keyword match types● Don’t go live without understanding differences

● Make use of negative keywords!

www.boldinternet.co.uk

Google AdWords Tips

●Use conversion tracking● AdWords or Analytics

●Keep Search & Display campaigns separate

● Start with Search, expand into Display

●Direct visitors to most relevant landing page● Relevancy wins

●Understand keyword match types● Don’t go live without understanding differences

● Make use of negative keywords!

www.boldinternet.co.uk

Google AdWords Tips

●Use conversion tracking● AdWords or Analytics

●Keep Search & Display campaigns separate

● Start with Search, expand into Display

●Direct visitors to most relevant landing page● Relevancy wins

●Understand keyword match types● Don’t go live without understanding differences

● Make use of negative keywords!

www.boldinternet.co.uk

Google AdWords Tips

●Use conversion tracking● AdWords or Analytics

●Keep Search & Display campaigns separate

● Start with Search, expand into Display

●Direct visitors to most relevant landing page● Relevancy wins

●Understand keyword match types● Don’t go live without understanding differences

● Make use of negative keywords!

www.boldinternet.co.uk

www.boldinternet.co.uk

Any Questions?

Get in touch!

www.boldinternet.co.uk/contact/