4/25/2022

Đọc thêm:
GOOGLE ANALYTICS & GOOGLE ADWORDS

1. GOOGLE ANALYTICS
Design based on Docs for Google Partners

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Agenda

• Google Analytics là gì?

• Quá trình cài đặt
• Đọc hiểu các tham số
• Thiết lập các conversion

Google Analytics là gì?

• “Google Analytics là một dịch vụ miễn phí của
Google cho phép tạo ra các bảng thống kê chi
tiết về khách đã viếng thăm một trang web” -
Wikipedia

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Đọc hiểu các tham số

Đọc hiểu các tham số

• Sessions • Bounce Rate • CTR
(Visits) • Pages/Sessi • Conversio
• Users (Visitors) on n
• Pageviews • Avg.
• Number of Session
Sessions per Duration
User • %Exit

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Đọc hiểu các tham số

• Bounce Rate là gì?
• Bounce Rate thể hiện điều gì?
• Làm sao cải thiện Bounce Rate?

• CTR(click-through rate) là gì?

• CTR thể hiện điều gì?
• Làm sao để cải thiện CTR?

• Conversion là gì?
• Conversion Rate thể hiện điều gì?
• Làm sao để cải thiện Conversion?

Đọc hiểu các tham số

• %Exit là gì?
• %Exit thể hiện điều gì?
• Làm sao cải thiện %Exit?
• %Exit và Bounce Rate khác nhau
như thế nào?

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Đọc hiểu các tham số

• CLV (Customer Lifetime Value) là gì?

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• Đọc hiểuAnalysis
các thamlàsố
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Cohort
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v
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gì?
/

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• Đọc hiểu các

và tham
hành số
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Sở thích vi của khách

1/
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m
s
.
v
n
hàng
/

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• Đọc hiểu các tham

là số
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Benchmarking
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v
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gì?
/

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• Đọc hiểu
nàocác thamthu
số hút người dùng
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đang
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Kênh
tốt?
s
.
v
n
/

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Đọc hiểu các tham số

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• Nội dung website có thu

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v
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hút?
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• Đọc
Cáchiểu
kênhcác tham số hợp với nhau thế
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đang phối
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m
s
.
v
n
nào?
/

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Thiết lập các conversions
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m
s
. • Conversion vs. Conversion Rate
v
n
/ • Quá trình thiết lập conversion
 Xác đinh các mục tiêu (goals)
 Thiết lập conversions
 Theo dõi và đưa ra các giải pháp cải
thiện

8

2. Google Adwords
Design based on Docs for Google Partners
Contents
• Understanding the value of
online
advertising
 Benefits of online advertising
and Adwords
 Google’s advertising networks
 Where your ads can appear
 The quality of ads
 What you pay
• Setting up an Adwords
campaign
 Choosing a campaign type
 Structuring your campaign
 Targeting your audience
 Setting bids and budgets
4/25/2022
 Creating ad groups
 Tool to plan a campaign
• Measuring and
optimizing
performance
 Measure your results
 Tools to measure your performance
 Evaluate metrics relevant to your
goals
 Optimize your campaign
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Understanding the value of

online advertising

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• O
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a
d
v
e
r
t
i
s
i
n
g

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Benefits of Google AdWords

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s
.
ones:
v
n  Target your ads
/
• Keywords
• Ad location (Search Network or Display Network)
• Age, location and languages
• Date, time and frequency
• Devices
 Control your costs
 Measure your success
 Manage your campaigns

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Google’s advertising
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networks
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Google’s advertising
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• networks
The Search Network can help advertisers do the
s
.
following:
v
n  Show their text ads next to Google search results
/

 Reach customers actively searching for their specific

product or service
• The Display Network can help advertisers do the
following:
 Use appealing ad formats to reach a wide range of
customers with broad interests
 Build brand awareness and customer loyalty
 Increase engagement with customers
 Choose more specifically where their ads can appear, and to

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Where your ads can

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• appear
Search Network: Showing your Display Network: Showing your
m
s ads • ads
.
v alongside search results on
 websites
Text ads across the Internet
n
/  Text ads only  Image ads
 Rich media
ads
•  Video your
Showing ads ads on
mobile phones
• Showing your ads to
specific audiences

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The quality of your

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ads
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.
v
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/

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The quality of your ads

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Ad Rank
m
s
. • Higher quality ads can lead to lower prices and
v
n
/
better ad positions
• The components of Quality Score are expected
clickthrough
rate (CTR), ad relevance, and landing page experience
• Does this mean that a higher bid can always lead to a
higher ad position? No. Even if your competition has
higher bids than yours, you can still win a higher ad
position at a lower price by using highly relevant
keywords and ads.

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The quality of your ads

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(cont.)
s
.
Ad
v
n
Rank
/

Max Quality Score Extensio

CPC n

Landing
Expected Ad
page
CTR Relevance
experience

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The quality of your ads

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(cont.)
s
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/

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The quality of your ads
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(cont.)
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The quality of your ads

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(cont.)
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The quality of your ads

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(cont.)
s
.
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The quality of your ads

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(cont.)
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Extension
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• Sitelink extensions • s
Location extensions
m
s • Callout extensions • Price extensions
.
v • Call extensions • Promotion
n
/ • Message extensions
extensions

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What you pay

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m
s
.
 Cost-per-click (CPC): If you want to focus on clicks on your ads
v
n and drive traffic to your website, you'll want to use CPC
/
bidding.
 Cost-per-thousand impressions (CPM): If you want to focus on
impressions — the number of times your ad shows — and
increase awareness of your brand, you'll want to use CPM
bidding. Note that CPM bidding is available for Display
Network campaigns only.
 Cost-per-acquisition (CPA): If you want to focus on conversions
— which is when people take a specific action on your
website after clicking one of your ads — you'll want to use
CPA bidding.

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What you pay

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• How much you're charged(cont.)
m
s  The final amount you're charged depends on what type of bidding
.
v strategy
n
/ you choose.
 If you're using CPC or CPM bidding, the actual amount you'll be
charged is no more than what's needed for your ad to appear higher
than the advertiser immediately below you.
 If you're using CPA bidding, the actual amount you'll be charged might
exceed your specific bid because the actual amount depends on
factors outside of Google's control, such as changes to your website or
ads, or increased competition in ad auctions. Keep in mind that our
system is designed to adjust over time, so the longer you use CPA
bidding, the less likely it is that your actual CPA will exceed your
specific bid.

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Setting up an Adwords
campaign

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Choosing a campaign
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• typeup your AdWords campaign,
When you start setting
s
.
you'll need to choose a campaign type and a
v
n
/
campaign sub-type.
• The campaign type determines things like where your
ads can show to customers on Google’s advertising
networks, and what format they can be in, like text or
video. The campaign sub-type determines how many
settings and options are available to use for your
campaign, or you can choose a specific campaign sub-
type if you want to accomplish a specific goal with your
ads, like driving more installs of your mobile app.

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Choosing a campaign type

1p
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9w • If you create a(cont.)
Search Network only campaign, your ads
m
s
.
can appear throughout sites on the Google Search
v
n
/
Network.
• With a Display Network only campaign, your ads can
show throughout the Google Display Network.
• A Search Network with Display Select campaign allows you
to show your ads — including text, image, rich media,
and video ads — with search results on the Google
Search Network and relevant placements within the
Display Network. With this option, your budget is shared
across both networks.

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Choosing a campaign type

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• When you create(cont.)
any of the above campaign types, you'll also
m
s need to choose a more specific campaign sub-type. The most
.
v common sub-types are “Standard” or “All features.”
n
/ • Here are some examples of why you might choose the "Standard"
or "All
features" sub-types:
 Standard: If you prefer a simpler overview of your campaign and feature options,
consider using the "Standard" sub-type. With "Standard" campaigns, you can
use basic location and language targeting, bidding and budget settings, and
common ad extensions. You won't be able to use the more advanced options
that are available to "All features" campaigns and described below.
 All features: If you want to use all available campaign and feature options,
consider using the "All features" sub-type. You'll be able to use more advanced
options, such as social and experimental settings, ad scheduling and ad delivery
methods, and advanced location options.

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Structuring your
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campaign
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Structuring your campaign

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• (cont.)
AdWords is organized into three layers: account, campaigns, ad
m
s groups.
.
v  Account: Your account is associated with a unique email address,
n
/ password,
and billing information.
 Campaigns: Each campaign in your account has its own budget and
settings that determine where your ads appear.
 Ad groups: Each ad group within a campaign contains a set of similar
ads and keywords that you want to trigger your ads to show.

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Structuring your campaign

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(cont.)
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Structuring your campaign

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(cont.)
s
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Structuring your campaign

1p
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9w • With AdWords,(cont.)
you'll organize your account into
m
s
.
separate campaigns, with each campaign focusing on a
v
n
/
single business goal, such as driving traffic to your
website, or offering a particular product or service. If
your business serves several geographic areas, you
might want to create a separate campaign for each
location.

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Targeting your audience

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• Showing your ads to the correct prospective customers is a key part of a
m
s
successful advertising campaign that helps you reach your goals. Below,
. we'll review the different ways that you can use AdWords to show your ads:
v
n  Keyword targeting
/
 Display Network targeting
• Contextual targeting
 Keywords
 Topics
• Audiences
 Interests
 Demographics
 Remarketing (Behavior)
 Location and language targeting
 Device targeting

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Keyword targeting
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• This chart serves as an introduction to the
s
.
v
different
n
/ match types,
Match type
ordered
Special symbol
from broad to narrow.Example searches
Example keyword Ads may show on searches that:

Broad match none women's hats include misspellings, synonyms, buy ladies hats
related searches, and other relevant
variations
Broad match +keyword +women's +hats contain the modified term (or close hats for women
modifier variation, but not synonyms), in any
order
Phrase match "keyword" "women's hats" are a phrase (or close variation) buy women's hats

Exact match [keyword] [women's hats] are an exact term (or close variation) women's hats

Negative match -keyword -women are searches without the term baseball hats

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Negative keywords and keyword
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m
s
.
• You can also add negative keywords for campaigns that
v
n shows ads on the Search Network, and keyword
/
exclusions for campaigns that show ads on the Display
Network. Negative keywords prevent your ads from
showing to people searching for those terms or visiting
sites that contain those terms. When you choose
negative keywords, you'll want to choose terms that are
similar to your keywords but signal that people are
looking for a different product or service.

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Display Network
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• targeting
In addition to keywords, you can use different
s
.
targeting methods to match your ad to places or
v
n
/
audiences on the Display Network.
• Let’s take a look at three categories of targeting
methods:
 Contextual target
• Keywords
• Topics
 Audiences
• Interests
• Demographics
• Behavior (Remarketing)

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Contextual targeting:
2:
0/ Match
relevant site
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9w • You can target based on relevant website
m
content
s
.
v
content in two ways:
n
/  Keywords: AdWords looks for sites with content
related to your keywords where it can show your ads.
Your ad may also show on websites that someone
visits after they’ve visited another site that is related
to your keywords.
 Topics: Similar to keywords, this lets you place your
ads on website pages about the topics that you
choose. Instead of developing a list of words or
phrases, you choose
categories of information, such as “Autos and

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Audiences: Reach specific groups of people
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• Interest categories: This allows you to reach people interested in products
m
s
and services similar to those your business offers. When you target interest
. categories, you can show your ad to people who've demonstrated specific
v
n interests, regardless of whether or not your ad correlates with the particular
/
topic of the page they're currently on or the app they're using. You’ll find
interest category targeting alongside remarketing in your account.
• Demographics: This option allows you to reach people who are likely to be
within the age, gender, and parental-status demographic groups that you
choose.
• Remarketing: This option can help you reach people who've previously
visited your website while they visit other sites on the Display Network.
You’ll find remarketing alongside interest categories in your account.

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Setting bids and

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• Scenario: As youbudgets
read through this section,
s
.
v
think about how you'd approach the
n
/ following:
 Now that Antoine has determined where Fiona's
ads will show and to whom, he needs to think
about her budget. Fiona prefers to be conservative
with her budget, but is willing to adjust it once she
sees how the campaign performs.
 What's the daily budget that you'd advise Fiona to
start with? What might you tell Fiona about how a
limited budget could impact how often her ads are

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Setting bids and

1p
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budgetsthat you'll want
• There are two things
s
.
v
n
to consider:
 Your budget
/

 Your bidding strategy

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Setting bids and

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• Your budget budgets
s
.
v
 Your daily budget is the amount that you set for each
n
/ campaign to indicate how much, on average, you're
willing to spend per day.
 New AdWords advertisers might want to start small
— between $5 and $50, for example — and then
run their campaign for a few weeks before re-
evaluating.
 You should choose a daily budget for each campaign
based on your advertising goals and the general
amount you're comfortable with spending each day.

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Setting bids and

• Your budget budgets
 Here are a few things to keep in mind about your budget:
• In general, the AdWords system will aim to show your ads as much as
possible until your daily budget is met. Because customer traffic fluctuates
from day to day, AdWords can allow up to 20% more clicks in a day than
your budget specifies. However, our system makes sure that in a given
billing period, you're never charged more than the monthly charging limit —
30.4 multiplied by your average daily budget amount.
• When your average daily budget is reached, your ads will typically stop
showing for that day. You'll want to consider your campaign's ad delivery
method, which determines how quickly your ads are shown and how long
your budget lasts during a given day, when setting your daily budget. The
"Standard" delivery method is like a slow-burning candle – it spreads your
budget throughout the day. The "Accelerated" delivery method is more like
6/21/2019 jet fuel – it uses your budgethttps://wms.vn/
quickly more 40
.

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Setting bids and

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budgets
• Your bidding strategy
s
.
v
n
 Here are the bid strategies you can choose
/
from:
• Cost-per-click (CPC) bidding: Use if you want to drive customers
to
your website.
• Cost-per-impression (CPM) bidding: Use if you want to make
sure that customers see your message.
• Cost-per-acquisition (CPA) bidding: Use if you want to maximize
conversions on your website.

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Setting bids and

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budgets
• Bid adjustments and flexible bid
s
.
v
n
strategies
 Once your campaigns are up and running,
/

you'll want to consider setting bid

adjustments to gain more control over when
and where your ad is shown, helping you to
improve your return on investment.
 How do bid adjustments work? Bid
adjustments are set by percentages.

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B
i
Setting bids and
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a budgets
s d
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/ u
s
t
m
e
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a
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d

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Creating ad
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• groups
As a general best practice, you'll want to create a
s
.
separate ad group for each theme or product that you
v
n
/
offer.
• Each ad group contains a set of keywords, ads, and
bids that you manage. For your Display Network
campaigns, your ad groups can include other targeting
methods, like demographics or remarketing lists.

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Tool to plan a
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campaign
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v
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/

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Tool to plan a
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• You can use campaign
Keyword Planner to build your Search
s
.
Network campaigns, getting keyword and ad groups
v
n
/
ideas along with search traffic estimates.
• Or, you can use the Display Planner to plan your
Display Network campaigns, getting targeting ideas
along with impression estimates. Both tools allow you
to add your plan to new campaigns or existing ones, or
download your plan to share with clients and
colleagues.

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Keyword Planner
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• Here are some of the benefits of Keyword
s
.
v
Planner:
 Research keywords: You can get keyword ideas based on terms
n
/

that are relevant to your product or service, your landing page,

or different product categories. The tool will automatically
organize related keyword ideas into ad groups. You can also
multiply two or more list of keywords, saving the time of
manually combining keywords.
 Get historical statistics and traffic estimates: Keyword Planner will
show you statistics, like keyword search volumes, to help you
decide which keywords to use for your campaign. You can
also get traffic estimates, like estimated clicks, for a given bid
and budget to get an idea of which bids and budgets to set.

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Display
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• Here are some of the Planner
benefits of Display
s
.
v
Planner:
 Research targeting methods: You can get ideas for
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keywords, placements, and all other Display

Network targeting methods to help you plan
your campaign.
 Get impression estimates and historical costs: See how
your targeting ideas may perform based on past
results and get historical costs to help guide your
budget and bid decisions

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Measuring and optimizing

performance

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Important
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• Avg. CPC
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s • Quality Score (Expected CTR, Ad Relevance
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v & Landing Page Experience) • Avg. CPM
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• Impressions và Clicks • Conversion
• CTR (Click-through rate)
• Cost per
• Avg. Position
Conversion
• ROI
• ROAS

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Measure your
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results
• You can analyze basic account, campaign,
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and ad group information using different data
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/ and reports available in AdWords. There are
also advanced reports that go beyond the
number of clicks or impressions you're getting,
allowing you to see the impact AdWords has
on your business.

6h5
• A
/t3
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1p
/ss Tools to measure your
2:
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o performance
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v
n
g
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Evaluate metrics relevant to your goals
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Evaluate metrics relevant to your goals
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9w • To use AdWords more effectively, it's important to
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understand the business goals you're trying to achieve
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n
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and the data that's most relevant to those goals.
Below we'll go over different metrics to focus on
based on your goals.
 Measuring website traffic
 Measuring conversion
 Measuring return on investment (ROI)
 Measuring return on ad spend (ROAS)
 Measuring brand awareness

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Optimize your
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Improving your return on investment
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 In general, you'll want to focus on improving your conversion
v
n potential through attracting the right customers to your business.
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Here are some basic strategies and specific tips about how to
optimize your keywords, ad text, bids and budget.
• Basic way to improve your ROI
• Keyword tips
• Ad text tips
• Bid and budget tips

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Optimize your
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Increasing your brand awareness on the Display
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Network
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n  With a brand-engagement campaign, you want to build
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awareness of and positive associations with your company and
its products and services. Customers can interact with your
brand in a variety of ways, including watching videos, playing
games, spending time on your website, or communicating with
other customers.
 Here are some tips for using targeting, rich-media ad formats,
and
cost-per-thousand impressions (CPM) bidding.
• Targeting options
• Ad formats
• Bidding strategy

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IP exclusion

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