WSI - Google AdWords Campaign

Paul KingE-Marketing

Advertisers specify “keywords” that trigger their adds

User’s search Google's search engine on www.google.com with relevant keywords

"sponsored ads" on the right side of the screen, and sometimes above the main search results appear.

Adwords Explained

Google Ads

Organic results

Adwords Terminology

Term Explanation

CLICKS When a user clicks on an ad

IMPRESSIONS 1 impression for each time the ad displays

CTR (Click Through Rate)

Clicks divided by Impressions (3 clicks for 100 impressions = 3% CTR

CPC (Cost Per Click) Cost when ad is clicked

AVERAGE CPC Average Cost per Click overall

AVERAGE POSITION Average Ad Position on Google Search

Target by Language Target by Location (Country, state, city, suburb)

◦ Target by any location from minimum 10 Kilometre radius.

◦ WSI Campaign settings

Targeting

CTR is the amount of clicks on an ad divided by Impressions (how often the ad displays)

What is a good CTR ?

Google specifies a minimum of .05%.

CTR differs according to industry/business/area

However typical CTR’s range from 1% to 3%.

CTR - Click Through Rate

Write Ads that will attract the readers attention◦ (Constantly testing and tweaking ads)

Relevant and optimised Keywords High Ad position WSI campaign is currently averaging

10.76%

How to achieve a good CTR ? (Click Through Rate)

Keywords should be Relevant

Effective keyword lists should be built for each campaign

Keywords should be targeted and divided between AdGroups

Keywords should constantly be monitored and updated/deleted/paused.

Keywords

Keywords

Example WSI Best Performing Keywords

Each search page has 20 results (10 organic and 10 paid)

Users scan the page quickly, for related information and click on it.

All this happens in a matter of seconds The higher your ad position, this exponentially

increases your CTR

AVERAGE AD POSITION

What is WSI’s Average Ad Position ?

The ordering of the ads depends on other advertisers' bids (PPC) and the "quality score”

The “quality score” is calculated by ◦ historical CTR click-through rates◦ relevance of an advertiser's ad text◦ keywords

Ordering of Ad’s

Each industry has different CPC Rates

Some Higher some Lower, depending on:◦ popularity of Keywords◦ Size of Industry◦ How many others bidding

CPC is also dependant on “Quality Score”◦ The higher the CTR & Quality Score, the lower the CPC

◦ WSI Campaigns Average CPC so far: OTEN $0.87 WSI Uni $0.87 WSI Enrol $0.64 Average $0.77

CPC - Cost Per Click

Ad’s are very short◦ Header; max 25 char, other 2 lines max 35 char

Ad’s need to◦ get users immediate attention with Header◦ be relevant to target page◦ Be relevant to keywords

Ad’s should constantly be tested against each other and finely tuned

Ad’s

Ad examples - WSI Campaign

A conversion occurs when a click on your ad leads directly to valuable user behaviour e.g. Enrolment/Course Enquiry etc

Identifies the effectiveness of AdWords Ads and Keywords

Example of use: How many enrolments to clicks (total cost of clicks per enrolment)

Conversion Tracking

WSI – OTEN Results

WSI – OTEN Campaign Results

Cost Per Click

Click Through Rate

WSI (On to Uni) Campaign - Results

WSI – Last Minute Enrol Campaign - Results

4,330 Users searching for a Specific Course or TAFECourse with targeted KeyWords from within WSI’s Geographical Area went through to WSI “Late Enrolment page” at a cost of only $0.64 per click

Target Market is already looking for targeted courses (Keywords)

Only Targeting our own Geographical area

Proven evidence of results

We have the expertise to get peak results

Summary

www.advertising.microsoft.com/ad-programs

www.adwords.google.com

www.google.com/adsense

www.sem.smallbusiness.yahoo.com/searchenginemarketing/

References