Google Ads Tips For Writing Great · DATE RANGES: Adjust the date range or compare 2 date ranges...

Tips For Writing Great Google Ads

Peter FrisaJB Media Institute Webinar6/7/17

©2017 JB Media Institute LLC

CPC = Cost Per Click. What you pay each time a person clicks your ad.

QS = Quality Score. It’s an estimate of how relevant your ads, keywords, and landing page are to a person seeing your ad. Higher Quality Scores typically lead to lower costs and better ad positions. 1 is the lowest, 10 is the highest.

CTR = Clickthrough Rate. Measures how often people click your ad after it's shown to them. It's the number of clicks your ad receives divided by the number of times your ad is shown (impressions). It's often used to help determine the effectiveness of an ad.

Definition Of Terms


● Websites are like newspapers, they have “sections”● Think of which section of your site you want to send traffic

○ Don’t assume they’ll stay long and just find it from the general page● Only start to advertise your site when it’s complete and finished

If you think your landing page is NOT ready, take the time to complete it first before you set a live campaign.

Start With The Landing Page


● Take the best keywords from your landing page, put them into a list - usually, H1s and various titles will be what you’re looking for.○ Separate them if you want to create different combinations, like nouns

and adjectives.○ Or use the keyword planner to multiply combinations.

● Get in the mind of your potential customer, use words/phrases they would search for, and see what competitors are ranking for.

● Use the keyword planner to find keyword phrases with the highest number of impressions and best value .

● If you find keywords that are valuable but not entered in the copy of the page, you may want to go back and use them.

Comb Your Landing Page For Keywords


● Take the best keywords from your list and brainstorm how to include it in the ad copy.

● Usually, H1s and various titles can go right into the Title section of the ad. Use a CTA and avoid generic words.

● Craft messaging that focuses on user needs and benefits.● Avoid generic sales language in your ads. Use more specific and relatable calls

to action.● Plan to give people answers instead of asking them obvious questions.● Specificity is your friend.

Writing Your Ad


● Auction formula is Ad Rank = Max CPC x QS.● Higher your QS, less you will pay for each click.

○ CTR greatly affects QS

New Features: Go to your Keywords level, select your columns -> Modify columns -> Quality score. You can now see all the new factors that affect QS in the auction!

Quality Score


The Trifecta

1. The Landing Page2. Keywords3. Ad Copy

● All have to be aligned, otherwise, how will they be considered relevant? ○ If you have too many keywords break them into different ad groups.

● Pay attention to your CTR. ○ If campaign CTR is not at least 2% -- you need to make changes to increase

performance. Try to obtain as high as possible.


Thank you for joining us!Contact us for more [email protected]


Get Started with Google Analytics Dashboards

Sarah Benoit JB Media Institute Webinar6/7/17


Dashboards are a collection of widgets that give you an overview of the reports and metrics you care about most. Dashboards let you monitor many metrics at once, so you can quickly check the health of your accounts or see correlations between different reports. Dashboards are easy to create, customize and share.

A custom report is a report that you create. You pick the dimensions and metrics and decide how they should be displayed.

Dashboards VS. Custom Reportshttps://support.google.com/analytics/answer/1068218?hl=en


https://support.google.com/analytics/answer/1068218?hl=en


● WIDGETS: a widget is a mini-report that can display your data in a number of presentation styles, including simple numeric metrics, tables and charts. You can define widgets within the Dashboard itself. Widgets can also provide snapshots of and link to standard or custom reports.

● DATE RANGES: Adjust the date range or compare 2 date ranges using the date picker.

● SEGMENTS: Add or remove segments.● DRAG & DROP: Rearrange widgets on the page by dragging them by the title bar

to new locations. Edit or delete widgets using the controls that appear when you mouse over the widget’s title bar.

● DATA REFRESH: Refresh the Dashboard in the click of a button. The link is in the bottom right corner.

Dashboard Featureshttps://support.google.com/analytics/answer/1068218?hl=en




● Make sure you have outlined your goals and attached data to those goals.

● Dashboards can have a maximum of 12 widgets.● Organize the dimensions, metrics, and segments you care

about most. ● Create your own with a Blank Canvas or a Starter Dashboard

or use the Solutions Gallery to find premade dashboards.● Name the Dashboard with something memorable.

Creating a Dashboardhttps://support.google.com/analytics/answer/1068218?hl=en




● Metric: displays a simple numeric representation of a single selected metric.● Timeline: displays a graph of the selected metric over time. You can compare this to

a secondary metric.● Geomap: displays a map of the selected region, with the specified metric plotted on

the map. Hover over the map to see the actual metric values.● Table: displays up to 2 metrics describing the selected dimension, laid out in tabular

format.● Pie: displays a pie chart of the selected metric grouped by a dimension. Mouse over a

slice to see the specific metric values.● Bar: displays a bar chart of the selected metric grouped by up to 2 dimensions. Mouse

over a bar to see the specific metric values.

Dashboard Widgetshttps://support.google.com/analytics/answer/1068218?hl=en




Some widgets display data in real-time. Metrics update automatically. Standard widgets update when you load or refresh the Dashboard. Real-time widgets show Active Users or Pageviews metrics, depending on the widget. Counter: displays a count of the active users on your site. You can optionally group these users by a selected dimension.Timeline: displays a timeline graph of pageviews on your site for the past 30 to 60 minutes.Geomap: displays a map showing where your active users are coming from.Table: plots a table of your active users against up to 3 selected dimensions.

Standard and Real-Time Widgetshttps://support.google.com/analytics/answer/1068218?hl=en




Every report in Analytics is made up of dimensions and metrics. Dimensions are attributes of your data. For example, the dimension City indicates the city, for example, "Paris" or "New York", from which a session originates. The dimension Page indicates the URL of a page that is viewed.

Metrics are quantitative measurements. The metric Sessions is the total number of sessions. The metric Pages/Session is the average number of pages viewed per session.

What Are Dimensions and Metricshttps://support.google.com/analytics/answer/1033861


https://support.google.com/analytics/answer/1033861


In most Analytics reports, you can change the dimension and/or add a secondary dimension. For example, adding Browser as a secondary dimension to the table in the previous slide would result in the following:

What Are Dimensions and Metricshttps://support.google.com/analytics/answer/1033861




Not every metric can be combined with every dimension. Each dimension and metric has a scope: user-level, session-level, or hit-level. In most cases, it only makes sense to combine dimensions and metrics that share the same scope. For example, Sessions is a session-based metric so it can only be used with session-level dimensions like Source or City. It would not be logical to combine Sessions with a hit-level dimension like Page. For a list of the valid dimension-metric pairs, usethis tool: https://developers.google.com/analytics/devguides/reporting/core/dimsmets

Dimension and Metric Pairingshttps://support.google.com/analytics/answer/1033861


https://developers.google.com/analytics/devguides/reporting/core/dimsmets

https://developers.google.com/analytics/devguides/reporting/core/dimsmets



A segment is made up of one or more non-destructive filters (filters that do not alter the underlying data). Those filters isolate subsets of users, sessions, and hits:● Subsets of users: for example, users who have previously purchased; users

who added items to their shopping carts, but didn’t complete a purchase● Subsets of sessions: for example, all sessions originating from Campaign A;

all sessions during which a purchase occurred● Subsets of hits: for example, all hits in which revenue was greater than $10

You can include filters for users, sessions, and hits in the same segment.

What Are Segmentshttps://support.google.com/analytics/answer/3123951




The Analytics user model illustrates how segments map to the Analytics data hierarchy:● Users: People interact with your property (e.g., your website or app)● Sessions: Interactions by a single user are grouped into sessions.● Hits: Interactions during a session are referred to as hits. Hits include

interactions like pageviews, events, and transactions.

When you apply a segment and navigate through your reports, the segment remains active until you remove it. You can apply up to four segments at a time, and compare the separate data side by side in your reports.

How Segments Workhttps://support.google.com/analytics/answer/3123951




When you apply a segment and navigate through your reports, the segment remains active until you remove it. You can apply up to four segments at a time, and compare the separate data side by side in your reports.

In addition to analyzing data with segments, you can use them to build audiences.

Analytics includes predefined segments (System Segments) that you can use as provided, or that you can copy and edit to create new custom segments. You can also build your own segments from scratch. In addition, you can import segments from the Analytics Solutions Gallery, a free marketplace where Analytics users share segments and other solutions they’ve developed.

How Segments Workhttps://support.google.com/analytics/answer/3123951




https://www.google.com/analytics/gallery/#landing/start/

https://www.google.com/analytics/gallery/#landing/start/



● Include and exclude certain data ● Use regular expressions. Analytics supports regular expressions so you can create more

flexible definitions for things like view filters, goals, segments, audiences, content groups, and channel groupings. In the context of Analytics, regular expressions are specific sequences of characters that broadly or narrowly match patterns in your Analytics data.

For example: if you wanted to create a view filter to exclude site data generated by your own employees, you could use a regular expression to exclude any data from the entire range of IP addresses that serve your employees. Let’s say those IP addresses range from 198.51.100.1 - 198.51.100.25. Rather than enter 25 different IP addresses, you could create a regular expression like 198\.51\.100\.\d* that matches the entire range of addresses. Or if you wanted to create a view filter that included only campaign data from two different cities, you could create a regular expression like San Francisco|New York.

Analytics Filters















● Configure the widget’s dimensions, metrics and other options. These vary depending on the widget. Scroll or use the search box to locate the specific metric or dimension you want.

● You can limit the data shown by the widget by clicking “add a filter.” Filters let you include or exclude data in the specified dimension.

● You can link the widget to a report or a URL. Doing so makes the widget title a link, taking you to the specified report or web page.

Pro Tips for Dashboards


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Google Ads Tips For Writing Great · DATE RANGES: Adjust the date range or compare 2 date ranges...

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