Top Google AdWords Features You Should Be Using

Transcription

1 Top Google AdWords Features You Should Be Using Vincent Sciplini VP, Digital Operations and Strategy Carnegie Communications

2 Vincent Sciplini VP, Digital Operations and Strategy Carnegie Communications

3 Paid Search Results Paid Results (Ranked by max. CPC and relevance) Organic Results (Ranked by relevance)

4 #1 Think goals first. Always.

5 #1b Think audience next. Always.

6 PPC Search Trends

7 Bid on branded terms!

8 Search is Core to the Journey

9 Immediate Search Engine Visibility Promoting Time-Sensitive Events Total Control Over Advertising Spend Measurable Results Costly if Implemented Poorly Results Only Last as Long as the Campaign Cost Per Click Can Be High Potentially High ROI Tailored to Mobile Audience Highly Targeted, Qualified Traffic

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12 What is Machine Learning?

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14 Developing a Paid Search Strategy Keyword Research Ad Text Copy Writing Landing Page Selection Account Structure Conversion Metrics and Tracking Bidding Strategy and Budgeting Optimizations and Testing

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16 Common Results of a Poorly Executed PPC Strategy 1. Most Advertisers Do a Terrible Job of Tracking Conversions 29% of AdWords accounts have effective conversion tracking 42% have no conversion tracking in place Well-tracked AdWords accounts have a 50% higher conversion rate 2. Bid on the Wrong and/or Too Many Keywords Less than 6% of keywords produce 100% of the conversions 3. Ad Spend Can Become Inefficient Average AdWords account wastes 76% of its budget on nonconverting search terms Use the Google Search Term report!

17 Search Term Report

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19 The Student Journey

20 Google Attribution

21 Google Fun Facts! As part of their green initiative, Google regularly rents goats to mow the lawns of their Mountain View HQ. Co-founders Larry Page and Sergey Brin originally named Google Backrub. Google has been acquiring, on average, more than one company per week since According to State Farm, % of drivers surveyed access the Internet while driving. 29% No part of a Google office is allowed to be more than feet away from some kind of food. 150!!

22 How Does the Paid Search Algorithm Work?

23 Quality Score Analysis

24 Quality Score Updated

25 Quality Score Updated Segment keyword reports by day to analyze end-of-day quality score data

26 Developing an Effective Keyword Plan

27 Test Different Keyword Match Types +MBA +degree MBA adult MBA [adult MBA in Seville]

28 Exact Match Targeting Update!

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30 Smarter Targeting in International Markets Use geo-bid modifiers Analyze performance by country

31 Google Expanded Text Ads (ETA)

32 Enhance Your ETA PHONE NUMBER CALL OUTS STRUCTURED SNIPPETS SITELINKS

33 CAMPAIGN TRANSLATOR - Beta Professionally reviewed translations of existing AdWords campaigns State-of-the-art translation technology Reviewed by independent, professional translators Advertiser benefits No cost to you! Average turnaround time: 4 business days Search and display campaigns Many popular languages available

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35 Demographic Targeting

36 Geo Targeting

37 In-Market Audience Targeting on Search!

38 Device Bid Adjustments 1. Untethers desktop and tablet bids 2. Allows advertisers to make mobile the focal point of campaigns 3. Set separate bid adjustments for mobile, desktop, and tablet Set base bid and bid adjustments for one or all devices in the range of -100% to +900%

39 Remarketing Lists for Search Ads (RLSA)

40 Remarketing Lists for Search Ads (RLSA)

41 Similar Audiences for Search Already in Retargeting List Similar Audience

42 Search Gives You Total Control

43 Even Your Landing Page

44 Landing Pages Mobile Assessment Tool

45 Google Optimize for AdWords

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47 AMP for Paid Search

48 Checklist: Principles of Search Advertising Media Plan: Is search integrated into my media strategy? Keywords: Have I zeroed in on the keywords users connect with my brand? Bidding Strategy: How much is a click worth to me, and how much am I willing to spend? Ad Text: Does my ad text display the message I want to address to the user? Landing Pages: Do I send users to interesting, fast, and relevant sites after they click? Conversions: Do I have a desired action on the landing page, and do I measure it?

49 10 Things Successful PPC Managers Do Each Morning Catch Up on Industry News Check Ad Spend Add Negative Keywords Exclude Irrelevant Google Display Network Sites Track Leads Check for Top Spenders Verify Ad Positions Read AdWords Alerts Watch Anything New Get a Bird s-eye View of Yesterday s Results

50 Stay Fresh and Keep Learning carnegiecomm.com/blog searchengineland.com marketingland.com blog.google ampproject.org spyfu.com Blogs, News Sites Books Advanced Google AdWords 3 rd Edition by Brad Geddes advancedadwordsbook.com

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