Newbie training by

Agenda

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Meet Paul

A little theory

GDN Network

Search Network

Enhanced campaigns

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Agenda

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How to reach Paul’s first objective ?

How to reach Paul’s second objective ?

And more

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Meet Paul

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Meet PAUL

iPhone accessories

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Paul’s Problem

iPhone accessories

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Paul’s idea

SEA is about objectives !

OBJECTIVES

traffic

conversions

sign ups

download

ROI

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Paul’s first objective

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Paul’s Second objective

A little theory

Why AdWords works

Traditional Advertising Advertising with Google

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Search Engine Advert is ing is to place paid advertisements in the sponsored zone of search engines, and on the Display network.

Advertisement is shown if the user types the word linked to the advertisement in the search query.

The advertiser only pays when the user clicks on the advertisement. The advertisement refers to the webpage of the advertiser.

Search Engine Advertising

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AdWors : more than pay per click

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More than Pay Per Click

Rank = MaxCPC x Quality Score

Bidding System that requires active and frequent management to

improve Quality.

iPhone Cover

CTR

Relevance

Landingspage

What’s the quality score ?

Quality Score = Calculated every time a search request is made

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Adrank definition

Drivers Positioning (AdRank)

Max CPC Bidding •  CPC depends on competition •  Max CPC defines the max you want to pay for a click •  You pay +0,01€ more than your competitor

Quality Score •  Keyword relevance •  CTR Keyword and Advertisement •  Landing page (deep linking & speed) •  History

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2

3 AdRank = x 1 2

Quality score is King 4

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Structure

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Campaign settings

Geo- Targeting

Language settings

Budgets

Run / End dates

Ads Schedule

Ad Rotation

Bidding Type

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Budget split

Yearly Budget: 120 000€

Monthly Budget: 10 000€

4 Campaigns !

40% 4000€

60% 6000€

NL FR NL FR

75% 25%

à Stock / Objectives / Trends / Results

2000€ 2000€ 4500 € 1500€

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Budget split – Google Trends

Structure

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AdWords GDN Netwok

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What’s the GDN Network ?

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Google Display Network

Source : Google University

60 Different website

catgories!

30 ads shown /day per user!

Visibility on billions of

Google partner websites

Reach of +90 % of the internet

users

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How to reach my target on the GDN ?

Contextual

Topic Targeting

Interest category Remarketing

Placement

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Which ads on GDN Network ?

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PAUL

Exclusive Promotion on our iPhone Covers !

Purchase here !

Exclusive Promotion on

our iPhone Covers !

Purchase here !

PAUL

Purchase here ! Exclusive

Promotion on our iPhone

Covers !

PAUL

Search Network

What’s the Search Network

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Match TypeHow it must be

entered into AdWords

The ad will show when: The ad will show when someone types the following:

Buy facebook shoes

promote shoes on FacebookFacebook

Gift Facebook ShoesFacebook shoes Belgium

Buy facebook shoes online

Exact [Facebook Shoes] Keyword must be only & exactly what the user types in

Facebook shoes

Negative Add will not show if someone types:

Also Negative Phrase, & Negative Exact

Second hand facebook shoes

BMM (=Broad Match Modifier) Facebook +Shoes Keyword can be “shoes” + any other keyword combination

Social media shoes

-second handAds will not appear when this search term is entered in the

query

Broad Facebook ShoesAll words containing this word or

combination of words in any order is used as the query.

Phrase “Facebook Shoes”Keywords are typed in the exact order specified. Can have other

words before or after

Keyword Match types

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BMM impact

Implement BMM keywords into account with mostly Exact & Phrase keywords

20% Increase in Clicks & Conversions

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Match type evaluation

Broad

Phrase Exact

BMM

Visi

bili

ty

Performance 31

misspellings

plural/ singular

Related searches

abbreviations/acronyms

synonyms

What’s a close variable ?

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Keywords tools

Keyword Generator Opportunities

Search Queries

SEO Misspelling tool

Brand keyword generator Geotargeted Keyword generator

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The perfect ad

Paul’s iPhone Pen

Paul’s Cover

Adgroup 1

Adgroup 2

1.  Respect the rules

2.  Relevance & Deeplinking

3.  Use your KeyWords

4.  Include a Call-to-Action

5.  Stand out from your competitors

6.  Get Right to the Point

7.  Your Display url is part of the Ad

Copy

8.  Do A/B Testing

9.  Test Again !

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Enhanced Campaigns

The World is Changing…

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Context Matters !

LOCATION  

TIME  

DEVICE  

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Powerful tools

Smarter Ads

Advanced Reports

Three areas of emprovement

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Powerful Tools

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What’s in it for Paul?

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Smarter Ads

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Customized messages on Mobile

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Scheduled Extensions

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Manage individual sitelinks in customized ways at the campaign and ad group level

Sitelinks

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Advanced Reports/ New Conversion Types

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HOW TO REACH PAUL’S FIRST OBJECTIVE ?

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First Step – Branding

PAUL

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Purchase here !

Exclusive Promotion on

our iPhone Covers !

Purchase here !

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PAUL

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Second Step – Search Support

Paul’s iPhone Covers

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Final Step – Trafic analysis

HOW TO REACH PAUL’s SECOND OBJECTIVE ?

Transform your traffic into Clients

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Tagging code

Thank You !

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Which keyword is important?

Cover

iPhone Cover

Thank You !

Thank You !

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First Message– Purchase here

Which Message / Call to action ?

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Second Message– Buy here

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Which Keywords Assist the Conversion ?

iPhone accessories

Paul’s cover

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Other tools

MAKE IT DYNAMIC !

ADWORDS

Conversions 1 25€

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And More…

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Offer Extensions Offer Extensions is a scalable ad format that shows relevant offers on Google.com as part of the ad text based on the users search query.

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Paul’s iPhone Cover

Save an extra 10% off on any cover 5€ off all cover purchase. Excluding: Magnetic cover

Print  Offer  

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Advance Search

Users click on the + box to expand the

offer included on the text ad

Any action taken by a user (e.g. printing, etc.) is charged like a click on the ad. Advertisers

charged at most twice (for two actions)

Show endorsements from people following your Google+ page on your search ads

What you need:

–  Google + Page with min. 100 followers

–  Verified URL linked to your Google+ page

–  Domain name matches the domain of your ad's URL

Social Annotations

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Insert images to illustrate your product

Have the rights to your Images!

Image Extensions (Bêta)

Ads related to iPhone Accessories

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Highlight reviews from reputable third parties

Make sure to have permission to use the reviews

Use of automated and human-based systems to confirm the validity and policy compliance of all review extensions.  

Third Party Reviews (Bêta)

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Mobile Ads

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Youtube Ads

Contextual , Topic or placement targeting

Keyword Targeting

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Remarketing

PAUL

Come Back and Save 10% off your iPhone

Cover !

Purchase here !

Paul’s website

Return visitors

Your ads on other websites

Similar audiences

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Paul’s Conclusion

How did AdWords help Paul ? 1.  Use of the GDN tu create brand awarness 2.  Support through Search Network 3.  Traffic analysis & development of an ROI strategy, thanks to

implemantation of dynamic conversion tags.

Next Step 1.  Implement a Remarketing strategy in order to retarget users who

haven’t converted. 2.  Use of sitelinks & extensions 3.  Develop a mobile strategy. 4.  And much more tools that you can discover in our

What’s New on Google sessions!