Advertising on Google AdWords:

• How AdWords works

• Build your online advertising vocabulary

• How Google search results differ from ads

• What to track based on your advertising goals

• How costs are calculated in AdWords

• Understanding ad position and Ad Rank

 

Understanding the Google Network:

• The Google Network

• About the Google Search Network

• About the Google Display Network

• Where ads might appear in the Display Network

• About contextual targeting

86% of Irish consumers research online

96% of Irish Internet users regularly use Google

86% Europe

94% Latin America 60% Asia Pacific

Global Reach: 76%

What are Adwords ? (also known as Search Engine Marketing - SEM)

“An online advertising service that places advertising copy at the top or bottom of, or beside, the list of results that the Search Engine displays for a particular search query” (Wikipedia)

Product Offerings:

• Google• Yahoo• Bing  

Search Engine Results Page (SERP) v Ads

Relevant Bid/Paid

Relevant Bid/Paid

Relevant Organic/Natural

BUT Google is not #1 Everywhere!

#1 in China with 75% market share. Google have around 20%.

#1 in Russia with 62% market share. Google have around 26%.

#1 in Japan with 56% market share. Google has around 31%.

Search is involved at each point of the journey

Awareness Interest Consideration Conversation Retention

Search Engine Marketing

Features and benefits of paid search

• Involved at each point of the customer journey• Cost-effective• Influence• Targeted• Reach

Search Engine influence purchasing decision

78% of people believe search engines quickly help them find relevant sellers of a product they are looking to buy

68% of people expect leading brands to be at the top of a search results page. iReach Market Research

Over 96% of Internet Users in Ireland use the google search

engine when looking for information online 

Ranking Smartz

How Does Ad Words Work ? • The advertiser designs a clickable Ad which takes the user to a

landing page (eg website, a specific section within a website, a Blog, Facebook

page etc)

• The Advertiser pays the publisher in two ways – Pay Only if the Ad is clicked ie Pay per Click (PPC) which leads to

your Cost per Click (CPC) – Pay each time the ad is shown to visitors (ie an impression),

usually per 1000 giving your Cost Per Thousand Impressions (CPM)

Adwords TerminologyKeyword

The keywords that you choose are the terms or phrases you want to prompt your ad to appear. When a Google user enters 'fresh flower delivery Kildare' in a Google search, IF your business is a Florist your ad could appear next to the search results.

Text Ad

An ad that does not contain graphics, only text and generally appears mainly on the search engine result page.

Placement

Like keywords, placements are another way for you to control where your Ads appear. A placement is usually a website where you'd like your ad to appear.

Image ad

A graphical ad, which can be static or animated, that runs on the Google Display Network. Also called a display ad.

Adwords TerminologyImpression (Impr.)

The number of impressions is the number of times an ad is displayed on Google or the Google Network.

Click

If a customer sees your ad and clicks it to learn more or to do business with you, it is recorded in your account as a click. Monitor your clicks to see how many people choose to enter your URL/website from your ad.

Click-through Rate (CTR)

The system calculates your CTR as follows: number of ad clicks/number of impressions x 100. The more relevant your ads are, the more often users will click them, resulting in a higher CTR.

What to Track based on your Advertising Goals?

What was your call to action (CTA) / Goals?

• Increased number of visitors to the landing page of your Ad• Increased Downloads eg survey, whitepaper, catalogue• Increased Contact Forms• Telephone calls / Enquiries • Online purchases / Offline purchases

Measure!

Setting up a Google Adwords Campaign

1. Go to: https://accounts.google.com

2. Select ‘Create an Account’

3. Fill in your details

4. Go to: Adwords.google.com

5. Sign in

6. You’re ready to start!

Create your campaign

• Campaign Type • Networks • Desktops & laptops, mobile devices and tablets • Locations • Languages • Bidding and Budget • Ad extensions • Advanced Settings

Campaign setting and structure

Adwords Account

Campaign Campaign

AdText

AdText

AdText

AdText

Keywords Keywords

Account Level• Login details• Billing information

Campaign level• Daily budget• Country and language targeting• Network options• Start and end dates• Advanced options

Ad group level• CPC bids• Different products/services• Match ad text to keywords

Keyword level• Keywords CPCs• Keywords URLs• Position Preferences

What is a keyword?

General Term:Camera

Affinity Term:Digital SLR Camera

Associated Brand Term:Canon Digital SLR Camera

Core Brand Term:Canon

Broad MatchGreatest Reach

Phrase MatchMore Targeted Audience

Exact MatchMore Targeted Audience

Ad Copy

Character Limits:

Headline: 25 characters

Display URL: 35 characters

Description line 1: 35 characters

Description line 2: 35 characters

Google Ad Guidelines

• No Superlatives ‘Best’ / ‘#1’• Live URL that contains content• Correct grammar• Active Back Button• No excessive capitalisation• No excessive punctuation!!!• No Trademark Violations

Optimising Ads

Use Multiple adsRunning 2-4 ads can yield the optimal click through rate for your account as Adwords can assess the best performing ads and give them priority.

Mention Prices Use a call to action List Special Offers

What Makes A Good Ad?

A good ad creative: • Is relevant to the keywords in that ad group • Contains useful information:

- specific product information - benefits of the product - prices and promotions

• Has a call to action • Is clear, meaningful and complies with Google policies • Different from competitor ads • Links to the best possible landing page

Landing Pages

A visitor decides to stay or not within 8 seconds Aesthetically

Pleasing

Clear Message

Structure Correctly

Measure & Test

Don’t use a landing page that has more than one goal

A user tends to look at the top left hand side of a page first

Don’t think that because you use a big red button, people will notice it

Understanding Ad Position & Ad Rank• Ad position is determined by a formula called Ad Rank 

– Ad Rank gives your Ad a score based on your bid and your Quality Score (a measurement of how relevant and useful your keyword, ad text, and landing page are to what a user is searching for).

NB Even if your competition bids more than you, you can still achieve a higher position, at a lower price, with highly relevant keywords and ads

• Ad position is also influenced by the expected impact from ad extensions and other ad formats, such as sitelinks.

– This means that if two competing ads have the same bid and quality, the ad with the better expected impact from extensions will generally appear in a higher position than the other.

• Ad Rank is recalculated each time your ad is eligible to appear, so your ad position can fluctuate each time depending on your competition at that moment.

What is the

Display Network?

What is the Display Network• Where your AdWords ads are placed is based on either searches or content,

therefore AdWords has two separate networks – the search network and the display network.

• The search network is the Google search results and other Google search pages such as Google Maps. You can only place text ads on the search network, and these ads are targeted based on a user’s search terms.

• The display network is the sum of web pages that participate in the AdSense program, such as email programs and blogs. You can place both text ads and image ads on the display network.

Display Network Placements• On the display network you also have the option of choosing exactly what website

your ads will appear on. You can choose any of the Google display network partner sites such as Cnn.com, Last.fm, LinkedIn.com and much more. You can view the display network partners here.

• Placements are different to contextual targeting as keywords are not required, because you choose where your ads will appear. However, if you choose a very popular site you will need to bid a high price to win the ad position.

Contextual targeting• Where your ads appears on the display network is decided through contextual

targeting. Contextual targeting uses your keywords to match your ads to sites with similar display or themes.

• All of the keywords in your ad group are taken into consideration during contextual targeting, and an overall theme of your ad group is determined, so it’s important to have similar keywords in your ad groups.

Why Use the Display Network• Contextual targeting means that your ads will display along side similar content, so if

a user is reading a review of a new Canon camera your ads could appear along side this review.

• Placements give you the options of managing where you want your ads to appear, without being restricted to keywords

• Unlike the search network, on the display network you can run more than just text ads, you have the option of running rich media ad formats (image and video ads) which work great for branding.

• For branding purposes you also have the option of paying per impressions on the display network. Instead of paying per click you can pay for every 1000 impressions (people that view your ad). This is called CPM pricing.

How to Use Image Ads• AdWords image ads are graphical ads that can be static (motionless) or animated.

Adwords image ads are only published on the display network, and use the same contextual targeting system as text ads.

• You can create and upload your own image ads, or from within AdWords use the Display Ad Builder tool to create one.