Top Google AdWords Features You Should Be Using. We are Carnegie. Let s go.

Transcription

1 Top Google AdWords Features You Should Be Using. We are Carnegie. Let s go. Vincent Sciplini VP, Digital Operations and Strategy Carnegie Communications L E A D G E N E R A T I O N D I G I T A L M A R K E T I N G C A R N E G I E C O M M. C O M

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 PPC Immediate search engine visibility Promoting time-sensitive events Measurable results Potentially high ROI Costly if implemented poorly Results only last as long as the campaign Cost per click can be high 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 Copywriting 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 non-converting search terms Use the Google Search Term report!

17 Search Term Report

18 New AdWords Interface

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20 The Student Journey

21 Google Attribution

22 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 wanted to sell itself to online company Excite in 1999 for $1 million, but the Excite CEO rejected the offer. Google's first-ever company snack was Swedish Fish. According to AT&T, what percentage of people engage in smartphone activities while driving? 70%

23 Paid Search Algorithm

24 Quality Score Analysis

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 Connecticut]

28 Exact Match Targeting Update

29 Daily Budget Changes Spend up to 2x the daily budget, previous overspend threshold was 20% above the daily budget Accounts for daily fluctuations in traffic throughout the month Advertisers will not be charged more than the monthly budget limit (daily budget x 30.4 days) Overdelivery credit

30 Google Expanded Text Ads (ETA)

31 Enhance Your ETA PHONE NUMBER CALL OUTS STRUCTURED SNIPPETS SITELINKS

32 Ad Rotation Update

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34 Demographic Targeting

35 In-Market Audience Targeting on Search

36 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%

37 Remarketing Lists for Search Ads (RLSA)

38 Remarketing Lists for Search Ads (RLSA) Audience lists of your site visitors allow for more intelligent bids and ad text to be shown to those audiences when the search on Google.com.

39 Similar Audiences for Search Already in Retargeting List Similar Audience

40 Search Gives You Total Control

41 Even Your Landing Page

42 Landing Pages Mobile Assessment Tool

43 Google Optimize for AdWords

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45 AMP for Paid Search

46 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?

47 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

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

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