google ad words

Google AdWords

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• Google AdWords Campaign structure

• Understanding Quality Score

• Ad Performance Monitoring and

Improvements

• Remarketing

Today’s Agenda

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Search Network Display Network

Google Search, Google Shopping, Google Maps,

and Google Groups. Search sites that partner

with Google (search partners), such as AOL

Google sites (like YouTube, Blogger, and Gmail) and thousands of partnering

websites across the Internet

Types of Google Network

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Typical Campaign Structure

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Match type Special symbol

Broad match none

Broad match modifier +keyword

Phrase match "keyword"

Exact match [keyword]

Negative match -keyword

Ad Types

Text ad

Image ad

App/digital content ad

WAP mobile ad

Product Listing Ad

Dynamic Search Ad

Video ad

Types of Google Network

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94% of people search with multi-word phrases

Avg. Search Phrase Length

Quality Score

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Quality score = CTR + Relevance + Landing Page QualityQuality Score plays key role in determining the Ad position & its cost

Quality Score - Ad Rank & Cost

Ad rank = (Max Bid/CPC X Quality Score)Note: If Ad Rank is high, Ad Position(position on SE) is less

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• AdWords is Like Real Estate: It’s all about Location!

How Quality Score Impacts Ad Position

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Conv. Rate VS Avg. Search Position

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How Quality Score Impacts Actual CPC

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85% of Impressions are from 5% of Your Ads

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1. Below Avg. CTR = Low Quality Score2. Low CTR ads:

Have lower Ad Positions (Fewer Clicks) Often don’t even get displayed Get penalized w/ up to 400% higher CPCs Have up to 64% higher cost per conversion

TRY1. Very Picky. Bid on Only the Best Keywords and Get HIGH

CTRs.2. Keep an eye on low performing Keywords (bottom third of

your account)

Poor Keywords with Low CTR

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Ad Performance

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1. Ad Extensions

2. Settings(Location, Ad Schedule, Devices)

3. Dimensions

4. Keyword match types

5. Dynamic keyword insertion

How Can You Improve Ad Performance

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Enhance Your Ads with Extensions

1. Ad Extension

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Different Ad Extensions

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Ad Extensions Impact on CTR

Calls to Businesses worth on Average 3x More Than Clicks to Websites!!

4. Captured Lead

2. Calls Business

2. Clicks On Ad

Desktop Search Conversion Funnel

3% Avg. Conversion Rate

Mobile Conversion Funnel

1. Sees Ad 1. Sees Ad

3. Visits Website Landing Page

3. Lead Captured!!

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Call Extensions Radically Change the Flow

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2. Settings

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You can track data even for individual AdGroup.

3. Dimensions

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5. Dynamic Keyword Insertion

• Broad Match• Phrase Match• Exact Match• Embedded• Negative

4. Keywords Match Type

Converting Traffic withRemarketing

Remarketing

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of people who visit a website leave without completing the actions marketers want them to take

~96%

Your Ad

Your Site

X-

of people abandon their shopping cart without completing a purchase

70%

Larry Kim (@larrykim) #searchex

Typical Conv. Rates are in Single Digits

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REMARKETING is the process of showing ads to the users who have previously visited your website as they browse the web

Did you know?

More than 50%Retargeted customers are more likely to convert than someone who has not been marketed to

What is Remarketing?

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How Remarketing Works?

1. Reach 2. Frequency 3. DiversityOn various pagesReach more users

Reach them frequently

Of the typical remarketing audience, find

Reach them on between As they visit 20 or more pages on a typical day across

84%…within a month

10-18 days… or more out of the month

5-10 sites… of which all pages and

sites have ad space available to Google Display Network buyers

Larry Kim (@larrykim) #searchex28

Typical Reach of Remarketing

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Setting Up Remarketing Tag

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Create Remarketing ListsCreate Remarketing list and assign them to the new/existing AdGroup.

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When Should You Use Remarketing

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Converting Traffic withRemarketing

Thank YouNataraja Sarma

vnrksarma@gmail.com