![Page 1: EIA2016Nice - Veiko Paalandi. Hands-On with Google AdWords](https://reader035.vdocument.in/reader035/viewer/2022070516/58726a491a28ab31498b5785/html5/thumbnails/1.jpg)
Hands-On with Google AdWords
Veiko PaalandiBondora, Digital Acquisition Marketing Manager
![Page 2: EIA2016Nice - Veiko Paalandi. Hands-On with Google AdWords](https://reader035.vdocument.in/reader035/viewer/2022070516/58726a491a28ab31498b5785/html5/thumbnails/2.jpg)
Google AdWords
A. What it is?B. Need-to-know of search adsC. How to set it up?D. Optimisation
![Page 3: EIA2016Nice - Veiko Paalandi. Hands-On with Google AdWords](https://reader035.vdocument.in/reader035/viewer/2022070516/58726a491a28ab31498b5785/html5/thumbnails/3.jpg)
What is Google AdWords?
Advertising service by Google for businesses wanting to display ads on Google and its advertising network
![Page 4: EIA2016Nice - Veiko Paalandi. Hands-On with Google AdWords](https://reader035.vdocument.in/reader035/viewer/2022070516/58726a491a28ab31498b5785/html5/thumbnails/4.jpg)
![Page 5: EIA2016Nice - Veiko Paalandi. Hands-On with Google AdWords](https://reader035.vdocument.in/reader035/viewer/2022070516/58726a491a28ab31498b5785/html5/thumbnails/5.jpg)
Targeting options:- keywords/context- placements- topics- interest- demographics(multiple at once)
![Page 6: EIA2016Nice - Veiko Paalandi. Hands-On with Google AdWords](https://reader035.vdocument.in/reader035/viewer/2022070516/58726a491a28ab31498b5785/html5/thumbnails/6.jpg)
![Page 7: EIA2016Nice - Veiko Paalandi. Hands-On with Google AdWords](https://reader035.vdocument.in/reader035/viewer/2022070516/58726a491a28ab31498b5785/html5/thumbnails/7.jpg)
![Page 8: EIA2016Nice - Veiko Paalandi. Hands-On with Google AdWords](https://reader035.vdocument.in/reader035/viewer/2022070516/58726a491a28ab31498b5785/html5/thumbnails/8.jpg)
![Page 9: EIA2016Nice - Veiko Paalandi. Hands-On with Google AdWords](https://reader035.vdocument.in/reader035/viewer/2022070516/58726a491a28ab31498b5785/html5/thumbnails/9.jpg)
![Page 10: EIA2016Nice - Veiko Paalandi. Hands-On with Google AdWords](https://reader035.vdocument.in/reader035/viewer/2022070516/58726a491a28ab31498b5785/html5/thumbnails/10.jpg)
A. What is Google AdWords?
![Page 11: EIA2016Nice - Veiko Paalandi. Hands-On with Google AdWords](https://reader035.vdocument.in/reader035/viewer/2022070516/58726a491a28ab31498b5785/html5/thumbnails/11.jpg)
A. What is Google AdWords?
• Suitable for each stage of customer purchase funnel• Awareness - video ads, display ads (Affinity audiences)• Interest - video ads, display ads (Custom affinity audiences)• Desire/consideration - search ads, display ads (In-market
audiences)• Action - search ads• Retention - remarketing
![Page 12: EIA2016Nice - Veiko Paalandi. Hands-On with Google AdWords](https://reader035.vdocument.in/reader035/viewer/2022070516/58726a491a28ab31498b5785/html5/thumbnails/12.jpg)
Need-to-know of search ads
![Page 13: EIA2016Nice - Veiko Paalandi. Hands-On with Google AdWords](https://reader035.vdocument.in/reader035/viewer/2022070516/58726a491a28ab31498b5785/html5/thumbnails/13.jpg)
B. Need-to-know of search ads
• You control how much you are willing to spend per click / daily budget / max budget
• Cost of your click is determined by Ad Rank (you + others)• Ad Rank = Quality score x max CPC bid
• QS = relevancy of your keyword + ad + landing page to search query• Your keywords will start with QS 6/10• Read AdWords editorial guidelines before creating ads
![Page 14: EIA2016Nice - Veiko Paalandi. Hands-On with Google AdWords](https://reader035.vdocument.in/reader035/viewer/2022070516/58726a491a28ab31498b5785/html5/thumbnails/14.jpg)
B. Need-to-know of search ads
• Coupons available (for example ‘spend 10€, get 40€’) for new AdWords accounts
• Most data available almost instantly• Conversion and impression share data delay up to 48h
• Hire a professional (in-house or agency) after you can afford bigger budgets
![Page 15: EIA2016Nice - Veiko Paalandi. Hands-On with Google AdWords](https://reader035.vdocument.in/reader035/viewer/2022070516/58726a491a28ab31498b5785/html5/thumbnails/15.jpg)
How to set up search ad campaigns
![Page 16: EIA2016Nice - Veiko Paalandi. Hands-On with Google AdWords](https://reader035.vdocument.in/reader035/viewer/2022070516/58726a491a28ab31498b5785/html5/thumbnails/16.jpg)
C. How to set it up?
• Creating an account is really easy• Hint: you can use any email address (create a Google account -> use
existing email)• Basic structure:
• Campaign• Ad Group
• Keywords + ads• Hint: group keywords that are very similar to single ad group• Hint: create at least 2 ads for each ad group
![Page 17: EIA2016Nice - Veiko Paalandi. Hands-On with Google AdWords](https://reader035.vdocument.in/reader035/viewer/2022070516/58726a491a28ab31498b5785/html5/thumbnails/17.jpg)
image: hubspot.com
![Page 18: EIA2016Nice - Veiko Paalandi. Hands-On with Google AdWords](https://reader035.vdocument.in/reader035/viewer/2022070516/58726a491a28ab31498b5785/html5/thumbnails/18.jpg)
C. How to set it up?
• Campaign level settings:• Type of campaign• Location and language targeting
• Hint: Use „Target: People in my targeted location“• Hint: Try listing regions of the country instead of country
• One domain only• Daily budget• Ad Schedule• Mobile bid adjustments -100% to +300% (also on ad group level)
![Page 19: EIA2016Nice - Veiko Paalandi. Hands-On with Google AdWords](https://reader035.vdocument.in/reader035/viewer/2022070516/58726a491a28ab31498b5785/html5/thumbnails/19.jpg)
C. How to set it up?
• Understand keyword match types• Exact match: [european innovation academy]• Phrase match: „innovation academy“• Broad match modifier: +academy +innovation• Broad match: innovation academy
• Hint: do not use broad match• Hint: start with keywords that are most likely to generate converting traffic• Hint: use at least 2-word keywords
![Page 20: EIA2016Nice - Veiko Paalandi. Hands-On with Google AdWords](https://reader035.vdocument.in/reader035/viewer/2022070516/58726a491a28ab31498b5785/html5/thumbnails/20.jpg)
C. How to set it up?
• Understand and use different ad extensions, especially:• Sitelink extensions (additional links to your site)• Call extensions (click-to-call for mobile devices)• Callout extensions (your key strengths)• App extension (direct link to live mobile app within Google Play and/or
Apple App Store)• Hint: add recommended description texts where possible
![Page 21: EIA2016Nice - Veiko Paalandi. Hands-On with Google AdWords](https://reader035.vdocument.in/reader035/viewer/2022070516/58726a491a28ab31498b5785/html5/thumbnails/21.jpg)
C. How to set it up?
• Conversion tracking• Set up Google Analytics
• Hint: use Google Tag Manager for your Analytics tag• Link AdWords and Analytics accounts• Set up conversion tracking or goals in Google Analytics• Import at least one GA conversion/goal to AdWords
• Calculate your cost per conversion target
![Page 22: EIA2016Nice - Veiko Paalandi. Hands-On with Google AdWords](https://reader035.vdocument.in/reader035/viewer/2022070516/58726a491a28ab31498b5785/html5/thumbnails/22.jpg)
Optimisation of search ad campaigns
![Page 23: EIA2016Nice - Veiko Paalandi. Hands-On with Google AdWords](https://reader035.vdocument.in/reader035/viewer/2022070516/58726a491a28ab31498b5785/html5/thumbnails/23.jpg)
D. Optimisation
• Start optimising already on a 2nd day• Use negative keywords to block irrelevant searches (find search
terms report and use it regularly)• Adjust keyword level max CPC based on performance
• Hint: If campaign status „Limited by budget“ - lower bids• Pause high volume keywords with no conversions• Use bid adjustments (device, location, day/time)
![Page 24: EIA2016Nice - Veiko Paalandi. Hands-On with Google AdWords](https://reader035.vdocument.in/reader035/viewer/2022070516/58726a491a28ab31498b5785/html5/thumbnails/24.jpg)
D. Optimisation
• Add new keywords similar to those that bring conversions• Compare click-through rates and conversion rates of ads within
one ad group – pause worse performing ad and create a new one based on better performing ad
• If you can, pause keywords with very low quality score (1-3)
![Page 25: EIA2016Nice - Veiko Paalandi. Hands-On with Google AdWords](https://reader035.vdocument.in/reader035/viewer/2022070516/58726a491a28ab31498b5785/html5/thumbnails/25.jpg)
Thank you!