google academy 2009 adwords master class

Google Confidential and Proprietary 1

Google AcademyHow to invest and increase your ROI


Amelia Cretu

Google AdWords Romania


What will we cover today?

3 Optimise for the Content Network

4 Track results through reporting

1 Overview

2 Maximising return-on-investment

5 New products & features

6 Questions & answers


19 billion searches in an average per month

Source: eMarketer February 2008

Google reaches 79% of the European search engine market

The EU population goes online


Maximising your return-on-investment


U

Refine your campaigns

Define your goals

Measure your results

Return-on-investment is a constant cycle


What is the aim of your campaign?

Goal

1. Sales

2. ROI

3. Leads

4. Sign Ups

5. Branding

User Action

High Purchase Volume

Sales with high profit margin

Enquiries/ phone calls

Email address/ form submission

Increased searches/ impressions


Different actions for different goals

Gain clicks where the user will buy!

Direct response (ROI) Branding

Focus on visibility, not immediate sales

How?

Focus on ‘purchase’ stage of buying cycle

Use unambiguous keywords

Action driven ad text

Deep link to specific landing page

Base bidding on margins

How?

Focus on ‘awareness’ stage of buying cycle

Use general industry keywords

Brand driven ad text

Link home page

Base bidding on position only


Ensure your advertising is relevantMaximising ROI for your online advertising


U

PPublishers

UUsers

A Advertisers

Why is Quality Score important?

Find what they want the first time they search

Maximise earnings with useful ads

Drive traffic & maximise ROI

The Quality Score helps us maintain the Google ecosystem by providing an economic incentive to create high quality ads


6 Quality Score misconceptions uncovered

There is only one Quality Score

Using different match types can improve your Quality Score

You can buy your way to a great Quality Score

High CTR = High Quality Score

Quality Score is reset when you optimise your account

Quality Score suffers when your ad is not running


£0.00

£1.00

£2.00

£3.00

£4.00

£5.00

£6.00

£7.00

£8.00

£9.00

£10.00

0.00%

5.00%

10.00%

15.00%

20.00%

25.00%

1 2 3 4 5 6 7 8 9 10 11

CTR CPC

Position

Cost P

er Click

CTR

CPC +24%

CTR +215%

In this example, moving from position 5 to 2 for a relatively small rise in CPC brings a

disproportionately high increase in CTR

To increase your position in the short term, you will need to raise your CPC

Position can strongly impact CTR


Optimise your account structureMaximising ROI for your online advertising


Optimal account structure for ROI

Mirror structure of your site/service offering for best results

Your product lines & services

(Travel)

Package holidays Flights Only Accommodation Only

Your Product Lines & Services

Package Holidays

Domestic International

Your Product Lines & Services

Package Holidays



Package holidays


Hotel B & B Hotel B & B


Package holidays


Hotel B & B Hotel B & B


Optimal account structure for ROI

Mirror structure of your site/service offering for best results


Package holidays

Domestic

Hotel B & B

Luxury Mid-Range Budget Luxury Mid-Range Budget


Package holidays

Domestic

Hotel B & B

Luxury Mid-Range Budget Luxury Mid-Range Budget

Your site structure…

AdWords account

Campaign

‘Package Holidays’

Ad Groups by Theme - Domestic

Hotel

Ad Groups

B & B

Ad Groups

Luxury

Ad Texts & Keywords

Mid-Range

Ad Texts & Keywords

Budget

Ad Texts & Keywords

Luxury

Ad Texts & Keywords

Mid-Range

Ad Texts & Keywords

Budget

Ad Texts & Keywords

Your AdWords account structure…

AdWords account

Campaign



Hotel

Ad Groups

B & B

Ad Groups

Luxury

Ad Texts & Keywords

Mid-Range

Ad Texts & Keywords

Budget

Ad Texts & Keywords

Luxury

Ad Texts & Keywords

Mid-Range

Ad Texts & Keywords

Budget

Ad Texts & Keywords

AdWords account

Campaign



Hotel

Ad Groups

B & B

Ad Groups

Luxury

Ad Texts & Keywords

Mid-Range

Ad Texts & Keywords

Budget

Ad Texts & Keywords

Luxury

Ad Texts & Keywords

Mid-Range

Ad Texts & Keywords

Budget

Ad Texts & Keywords

AdWords account

Campaign


Ad Groups by theme - Domestic

Hotel

Ad groups

B & B

Ad groups

Luxury

Ad texts & keywords

Mid-Range

Ad texts & keywords

Budget

Ad texts & keywords

Luxury

Ad texts & keywords

Mid-Range

Ad texts & keywords

Budget

Ad texts & keywords

Different Campaigns for different product lines…one account

AdWords account

Campaign ‘Package Holiday’

Campaign ‘Flights’

Campaign ‘Accommodation’

International

Ad groups

Domestic

Ad groups

International

Ad groupsDomestic

Ad groupsInternational

Ad groupsDomestic

Ad groups


Simplifies management of time/stock sensitive info

Positively affects your Quality Score

Assists with monitoring/ tracking

Improves overall performance

Clarity


Need a helping hand with structure? Try AdWords Editor!

Navigate your account quickly and easily

Locate and edit keywords, CPCs, and more

Make bulk changes to keywords and ad text

Manage AdWords right from the desktop with Google’s downloadable account management application

user

Work offline, then upload your changes

Copy and paste entire Ad Groups and campaign

Perform quick statistical analysis


Refine your ad textsMaximising ROI for your online advertising


Building blocks of success: Ad texts

Ad title – Be specific & unique! Business/Website name in title is not always best idea…

Include successful keywords in ad title

Tightly themed & relevant to keywords Prequalify your audience (price, location etc)

Compelling calls to action/special offers

Anything that distinguishes you from competition

Use multiple ad texts per ad group Don’t be afraid to experiment!

Google Confidential and Proprietary

Have seasonal keywords and creatives readyValentine’s

valentines gifts

buy valentine’s gift

gadgets

last minute gifts

valentine’s poems

valentine cards

personalised gifts

valentine’s day ideas

gifts for her/him

luxury gifts for women/men

Quick Valentine's Ideas100s of great gifts for him or herNext-day delivery on all items!www.Hearts.com

Valentine's Gifts for HerFlowers, jewellery, perfume & moreShop online at Hearts.comwww.Hearts.com

Mother’s Daymother’s day gifts

buy mothers day gift

gift ideas

last minute gifts

mother’s day cards

personalised gifts

mother’s day ideas

gifts for mum/mom

luxury gifts for mum

mums day gift packs

Mother's Day Gifts for MumFlowers, jewellery, perfume & moreShop online nowwww.abc123mum.com

Quick Mother's Day Ideas100s of great gifts for MumNext-day delivery on all items!www.abc123mum.com

Back to School/College

work suits

suits uk

school uniform

cheap uniform

blue red school tie

pack 3 school shirts

girl pleated school skirt

age 5 gym kit

school bag

student clothing

Christmasbuy christmas gift

buy xmas gift

christmas gift ideas

christmas online shop

xmas gift online

christmas gifts for him

buy xmas gifts for her

cheap christmas gifts

xmas stocking fillers

funny christmas cards

19


Automatically optimise Ad serving


Use relevant landing pages Maximising ROI for your online advertising


8501 eCommerce Lead generation Branding Relationship building Membership Viral outreach (word-of-mouth)

The # of seconds it takes a visitor to your site to decide whether or notto stay on your site

Percentage of users your site loses after just a glance

Your landing page should have 1 main goal


A user’s eye is first drawn to the left-hand side of the page

Where are your customers looking?

Place important information on top left-hand side


Choose the right page

Don’t pay for wasted clicks!

Aim for a smooth transition

Link to a product specific page

Make it easy to act or purchase with minimal searching


Example: Google Store

Keyword: Golf Umbrella

Google Golf Umbrella5 yr guarantee, low prices Golf Umbrella - Shop now! Googlestore.com/umbrella


U

Mirror in ad text

Specific keywords

Mirror on landing page

Summary of messaging & keywords

Google Golf Umbrella5 yr guarantee, low prices Golf Umbrella - Shop now! Googlestore.com/umbrella

Golf Umbrella


Building blocks of success: Landing pages

Keep critical information & conversion activities above fold

Put registration form on landing page & keep it short

Pictures of products with captions

Use large “buy now” buttons

Progress indicators

Test variations with Website Optimiser

Use hard to read type

Use navigation bars

Require registration to purchase

Use “splash pages”

Home page as landing page

Do…

Don’t…


Content network optimisation Maximising ROI for your online advertising


Beyond search, leveraging Google’s network

Source: comScore Custom Analysis, Nov 07

The Google Content Network

Reaches over 80% of Internet Users

Thousands of Publishers


Building blocks of success: Content keywords

Focus on the overall theme of the ad group, not individual keywords

Keyword lists should relay the one concept you are trying to convey

Add relevant keyword variations of your fundamental concept

Create a manageable, targeted keyword list

Use broad keyword match type

Think about the type of web copy that is on the page you’d like to target:


3131

Content keyword recommendations

THEME: Direct product

AD GROUP: Vacation packages

KEYWORDS:

holidaysholiday packagescheap getawaysbook vacations

THEME: Complementary

product

AD GROUP: Flights

KEYWORDS:

flightscheap flights

roundtrip flight airline tickets

THEME: Interested audience

AD GROUP: Newly weds

KEYWORDS:

honeymoon package

honeymoonshoneymoon destination

honeymoon resorts

Sample themed keyword lists: Holiday Packages Campaign


Search vs. content optimised keywords

AD GROUP: Bucharest Holiday

KEYWORDS:

Bucharest holiday[Bucharest holiday]

“Bucharest holidays”“Bucharest holiday deal”

cheap Bucharest holidaysbook Bucharest holiday

last minute Bucharest holidaydiscount Bucharest holiday

“Bucharest holiday package”

AD GROUP: Bucharest Holiday

KEYWORDS:

Bucharest islandBucharest

Bucharest getawayBucharest travelBucharest trips

Bucharest reviewBucharest guide

Bucharest travel tipsBucharest holidays

vs.

Search Optimised Content Optimised


Content bidding

Before accruing data:

Consider your success metric

Start bids similar to search

After accruing data:

Evaluate position (below 3rd position may not show)

Adjust bids for desired ROI & traffic goals

Allow time to evaluate before optimisation


Measuring results

Google Confidential and Proprietary

AdWords can pay for itself

35

€30 initial investment in AdWords

€0.30 CPC ≥ 100 clicks

Average profit per sale = €10

10% conversion rate = 10 sales

€30 investment returns €100 in profit

Reinvest profits, increase budget


& AdWords connects you with searching customers.

Millions use Google.ro each & every day,To achieve the best return-on-investment, Then, track your returns & site usage

use tightly themed keywords, ads & landing pages.using the Report Center & Google Analytics.

Stand out from the crowd.

Be seen online.


Questions & answers

google academy 2009 adwords master class

Technology

ad texts ad title

ad texts maximising

investmentgoogle confidential

positiongoogle confidential

entire ad groups

google ecosystem

month google

google academy