Making Your Funnel Work

PPC & Google Search Ads

 PPC & Google Search Ads

PPC & Google Search Ads

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 PPC & Google Search Ads
▪ Importance paid search
▪ Keyword Ads Auction (inner workings)
▪ Keyword research
▪ Branded search / non-branded
▪ Keyword modifiers (+)
▪ Account structure
▪ Connecting Google Analytics (Goals)
▪ Automatic UTM tracking
▪ Bidding strategy
▪ Targeting options
▪ Search partners
▪ Negative keywords
▪ Ad Extensions
▪ Productfeeds
▪ Qualityscore
▪ Adcopy
▪ Landingpage
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 SEARCH ADS STATS
▪ 45% of small businesses invest in PPC advertising. (Clutch)
▪ 78% of marketers say that they rely on Google Ads and social media ads to
get their message out. (Formstack)
▪ Paid ads have an 11.38% CTR on Google (Sparktoro)
▪ 41% of paid clicks go to the top 3 ads on the search results page.
(WordStream)
▪ Paid ads get 65% of all clicks for searches from buyers looking to purchase a
product. (WordStream)
▪ The top paid ad has an average CTR of 7.94% while the average CTR is 2%.
(AccuraCast)

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 SEARCH ADS STATS

Source:
Marketingcharts.com

PPC & Google Search Ads

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 SEARCH ADS STATS

Source:
Marketingcharts.com

PPC & Google Search Ads

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 SEARCH ADS STATS

Source:
Marketingcharts.com

PPC & Google Search Ads

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 SEARCH ADS STATS

Source:
Ironpaper

PPC & Google Search Ads

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 SEARCH ADS STATS

Source:
Merkle

PPC & Google Search Ads

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 AUCTION INNER WORKINGS

PPC & Google Search Ads

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 KEYWORD RESEARCH
We already talked about keyword research during our SEO session:
https://e-commercemanagers.com/seo-google-search-console/ (slide 16+)

There we also discussed Google Keyword Planner

Tools & Settings – Planning – Keyword planner

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 KEYWORD MODIFIERS

Source image:
Wordstream

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 NEGATIVE KEYWORDS
Besides advertising on the right keywords with the right modifiers, it’s also important to
exclude keywords that don’t deliver any monetary value.

Examples
▪ List for jobs (job opening, vacancies, etc)
▪ Brand names that you don’t sell
▪ Words with other meaning (visa card vs. visa application)
▪ Use negative lists to cross-exclude amongst campaigns

▪ Lists are managed from Tools & Settings > Shared Library > Negative keyword lists
▪ Can be activated on Campaign level of Ad Group level

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 CONNECTING GOOGLE ANALYTICS
Conversion Tracking
▪ Website conversions. If you have set up goals in Google Analytics than you
can import those goals into Google Ads.
▪ App installs and inapp-purchases
▪ Call conversions

https://support.google.com/google-ads/answer/1722054?hl=en

Retargeting lists
▪ Create all kinds of segments and export (connect) those lists with your
Google Ads account
▪ NOT GDPR safe (you have to enable some features)

https://support.google.com/analytics/answer/2444872?hl=en

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 ACCOUNT STRUCTURE
Campaign level
▪ Network (Search, Display, Youtube)
▪ Device (smartphone, tablet, desktop)
▪ Campaign budget
▪ Geo targeting
▪ Schedule
▪ Language
▪ Bid strategy
▪ Conversion goals, CPA’s etc

Ad Group level
▪ Ads
▪ Adjust bids (ad, keywords)
▪ Adjust keywords (modifier)

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 BIDDING STRATEGY
Bid strategy What it does Goal
Like
Manual CPC Set your own maximum CPC You have to manage the bidding yourself on keyword or ad
group level

Target search page Outrank ads from another domain Google automatically updates your bids to outrank specific
location chosen domain names

Maximize clicks Get as many clicks possible for your Google automatically adjusts bid several times a day to get the
budget most traffic within your budget

Enhanced CPC Takes Googles conversion intent Automatically adjust manual bids to clicks that seem more
prediction into consideration likely to convert

Maximize conversions Get the most conversions while ML for every auction to place bids based on your conversion
spending your budget rate and CPA target

Target CPA (Smart, Get as many conversions as possible Using the historical performance of your account and in
need history) at your target CPA combination with Googles ML techniques

Target ROAS (Smart, Conversion value or Revenu target Google optimizes every bid on every auction
need history) return (ROAS) you set

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 AD EXTENSIONS
Ad extension
Sitelink extensions
Call out extensions
Structured snippet extensions
Call extension
Location extension
Affiliate location extension
Price extension
App extension
Promotion extension
Image extensions (beta)
Lead form extenstion (beta)
Seller ratings extension
PPC & Google Search Ads
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What is it
Shows links to other pages on your website
Add additional text to your ad, like “free delivery” or “24/7 customer support
Showcase information potential customers will find most valuable
Encourage people to call your business
Encourage people to visit your business by showing your location
Help people find retail chain stores that sell your product
Showcase your services or product categories with their prices
Encourage people to download your app
To promote special offers
Add images (no logo) over your products
Add a short form to an add
Adds your ratings to your ads
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 AD EXTENSION EXAMPLES

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 QUALITYSCORE
The Qualityscore of you ad tells Google how relevant you
ad is to users for that search query.

Google thinks: relevant ads have high conversion rates

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 QUALITYSCORE - LANDINGPAGE
Like all the normal optimization factors; only now you pay (or safe) money:
▪ Mobile friendly
▪ SSL
▪ Loadspeed
▪ Keywords on page
▪ High conversion rate
▪ Low bouncerate etc

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 ADCOPY
Google Ads preview tool:
https://www.karooya.com/expanded-text-ad-preview-tool

General
▪ Be specific : “cheap car insurance” deserves another ad than “compare car insurance”
▪ Think about the users perspective and their intention
▪ Use the keywords in the adcopy
▪ Use keywords in your URL structure
▪ Include numbers or statistics in your headlines
▪ Use USP’s / benefits
▪ Temporary offer (countdown)

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 MISCELLANEOUS
▪ UTM Tracking
▪ Productfeed
▪ Google Merchant Center
▪ Dynamic retargeting
▪ Cost import (Google Analyics)
▪ Rules
▪ Scripts

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 THE END
▪ Next session about:
▪ 9A: Google Display & Youtube Ads

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