Google Adwords

 
Two ad networks -->
 
The search Google search, Google Non google search partners like AOL
Network maps and shopping
The display Collection of google websites like Google Finance, Gmail, Blogger and YouTube,
network partner sites and mobile sites and apps which show Adwords ads matched to
content on a given page
 
 
Keywords - determine how much you pay
 
Each keyword has Maximum Cost per Click - CPC
 
Text ads - headline, display URL
Ad Extensions - visual enhancements - prominent display info about business
 
Can show ad throughout web or on specific websites and placements based on targeting methods
 
Display Ad Formats
Text Ads
Image Ads
Rich Media Ads
Video Ads
 
Quality Score -- estimate of the quality of your ads and landing pages triggered by that keyword in
auctions throughout the day
Components of Quality Score --> Expected CTR, ad relevance, (1 lowest, 10 highest quality
score)
 
Ad Rank (aka ad position) -- determines the order in which your ad shows up on the page

No min amount to spend in AdWords

 
Bidding Strategy
Cost-per-click(CPC), cost-per-thousand impressions(CPM), cost-per-acquisition(CPA)
Daily budget - amount willing to spend each day, on average, for each ad campaign in your
account
CPC, CPM - Only be charged what's needed to appear higher
CPA May exceed bid, factors outside Google's control
 
Campaign Type
Search network only
Display network only
Search network with display select
Campaign sub-types
Remarketing
Ads in mobile apps
 
Structure your campaign -->
Three layers of AdWords -
 Account
 Campaign
 Ad Groups
 
Targeting your audience --->
1. Keyword targeting - positive and negative keywords
2. Display Network Targeting
a. Contextual Targeting
b. Audiences
c. Managed Placement Targeting
2. Location and language targeting
3. Device targeting
 
Setting bids and targets
a. Budget
b. Bidding strategy
i. Cost--per-click(CPC) bidding - if you want to drive customers to your website
ii. Cost-per-impression(CPM) bidding - use if you want users to see your message
iii. Cost-per-acquisition(CPA) bidding - maximize conversion on your website
 
Tools to plan a campaign
Keyword Planner -- build search network campaigns, getting keyword and group ideas along with
search traffic estimates
Display Planner -- targeting ideas, impression estimates
 
Measure your results
1. Dimensions Tab -- look at data across your account
2. Search Terms report -- see the terms that people were searching for when your ad was
shown
3. Top Movers Report -- lets you see which reports have the biggest changes (increases or
decreases) in clicks, costs and conversions
4. Paid and organic report -- How pages from site shown in google search results
5. Auction insights -- compare performance with other advertisers participating in the same
auction as yours
 
Tools to measure your performance
Conversion Tracking - measures what happens after a customer clicks on your ads
Google Analytics - how people found your website
Campaign Experiments - allow you to test changes to your account
 
Metrics
Website Conversions Return on Return on Ad Brand
traffic Investment Spend(ROAS) awareness
 
Optimizing Campaign
Landing page most Relevant Negative keywords for Remove duplicate
relevant to your ad keywords unwanted clicks keywords
  
 
Google Digital Garage
Connect through mail
 
Develop a contact list
Set goals
 
First - build a list of people
Ask for email from physical customer, ask email online form
Don't overwhelm
Start with hello, intro
Product/service line
Ask q to narrow interests
Send specific offers
Tips to add volume to hair
Email frequency?
Record what you learn from email contact db
Potential and existing customers
 
Contact DB
Minimum email
Add customer data already have - can add from spreadsheet
Subscribe/Unsubscribe
Online customizable form - should be short and easy to complete
Group customers in list - male/female in case of salon
More info about customers means more relevant the mails
Make sure emails mobile friendly
Scheduling email
Can also check when and how users interact with the email
Link clicks, time read
Will they want to open the email
Subject line - shouldn't be spam (Free, specials, percent off, reminder, exclamation
to be avoided)
Business name
Content concise(1-3 sentences)
Link to larger articles (Call to action)
 
Measuring Success in email marketing
No of people clicking email to site
How is Call to action doing
5 metrics
Email open rate - no of people who opened the email vs received
Understanding subject line effectiveness
CTR - Top level view of success of email campaign
Click to Open Rate - opened email and went to a link
Conversion Rate - how many people registered for event
Bounce rate - couldn’t be sent to subscribers
Soft bounce - Inbox full or server size exceed
Hard bounce - email are blocked, incorrect email address used
 Adjust the emails you send next
 
Retargeting
Define audience
Criteria code - anonymous list
Special offers
Retargeting for existing customers for other products
 
Advertise on other websites
 
Display version - digital version of billboards
Networks
With display ads you can get to the people you just need
Retargeting - discounts, offers for recurring customers
 
Search Engine Marketing
Active Search
Display advertising
Person not always looking for business like yours
Location based
 
User Groups
Targeting Options
Placements
 
Campaigns
Deep Dive into Display Advertising
 
Visually attractive
Clear Call to action
Goals?
If building awareness - great first impression
 
Display Advertising Networks
 Connects businesses who want to advertise with networks
o Match buyers and sellers
 Bidding
 Tracking on webpages
 Money management
Make the Most of Video
  
 Embed video
 Commercial space in video
 Storyboards
  
 Call-to-action in video
 Upload frequently, archive older videos(relating to some old event)
 Preview other videos, group videos together
 Use hashtags for more visibility
  
 Google AdWords on YouTube
  Google's ad gallery -visual audience
  
 Video Analytics - age, sex, contacts
  
 Short video work best, update preview, title, description
 Like, dislike, comment, shares

Get Started with Analytics

 
Data Collection
Metrics
Dimension - device type, browsers users use, locations etc
 
Insights about things that lead to reservation
Conversion
Tracking conversions
Adjust campaign to advertise on weekend
 
Google Analytics
 
KPIS
1. Sessions - group of user interactions with your website that take place within a given
time frame
2. Users - Total number of users who visited for that given date range
3. Pageviews - Total number of times pages included in analytics code shown to
user(includes repetition)
4. Pages per session - Average number of pages viewed during viewed during each
session(includes repetition)
5. Average Session Duration -
6. Bounce Rate
7. Ratio of new to returning visitors
8. Percent of new sessions
9. Average Time on page
10. Goal Conversion rate