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Google Adwords Essential Workshop
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Google Adwords Essentials Workshop
 Google Adwords Essentials Workshop - is a one day practical,
hands-
hands-on course aimed at online marketers, web executives,
webmasters, agency account managers and campaign
managers who need to set-up, manage and optimise Google
set-
Adwords paid search campaigns .
 Pre-
Pre-requisites
 Administration access to an active Google Adwords account is required for
the duration of the course.
 Objectives
 Upon successful completion of this course, students will be able to plan, set-
set-
up, manage and optimise, according to industry best practice, Google
Adwords campaigns for themselves and, if desired, on behalf of clients .
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Today’s Timings
 Start – 09:30
 Morning break – 11:15 -11:30
 Lunch – 12:45 – 13:45
 Afternoon break – 15:15-15:30
15:15-
 Wrap-up – 16:30
Wrap-
 Drinks
 Toilets
 Lunch
 Fire exits
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Course Agenda
 Session 1
 Google Adwords Overview
 Where are Google ads displayed
 Accessing Google Adwords
 The Google Adwords interface
 Billing Details & Account Preferences
 Session 2
 Adwords Account Structure
 Initial Planning for your Paid Search campaign
 Detailed Planning
 Keyword Research & Estimating Search Traffic Volumes
 Adwords Keyword Tool
 Advert structure
 Google Editorial Policy
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Course Agenda
 Session 3
 How to Setup a Campaign
 Creating and editing a campaign
 Editing Adgroups and Keywords
 Writing compelling ad copy
 Ad Scheduling
 Monitoring results
 Session 4
 Adwords quality score
 Google Adwords reports interface
 Running & Scheduling reports
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Introductions
 Sharron Lonsdale & ivantage overview
 You
 Your role
 Your company
 Your objectives for attending
 Any particular question/issue you hope to resolve
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About ivantage
 Founded in 2002 by Matt Trimmer
 Independent
 Not compromised by being part of an all-purpose agency
all-
 The only UK agency to have 3 Google certifications
 Adwords
 Analytics (Google Analytics)
 Urchin (Urchin Software from Google)
 London based
 Ranked 33rd UK Agency according to New Media Age criteria
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Client projects – multi-channel retail
multi-
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Client projects - business to business
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What we do
 We specialise in growing online
businesses by
 Generating website traffic
 Using Paid Search (PPC), Natural Search
(SEO), Display Advertising and E-mail
E-
marketing
 Analysing website traffic
 Using Web Analytics to accurately analyse
how visitors find and interact with
websites
 Converting website traffic
 Using Conversion Rate Optimisation to
convert visitors into customers or clients
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Introductions – Your Turn
 Sharron Lonsdale & ivantage overview
 You
 Your role
 Your company
 Your objectives for attending
 Any particular question/issue you hope to resolve
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Organic,
Google Search Results natural,
crawled,
Editorial
Influenced by SEO
Paid, PfP,
PPC, CPC,
Advertising
PPC Management
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Google Adwords – A brief history
 Google Adwords was launched in 2000
 Adwords offers pay per click (PPC) advertising for text, image and
video adverts on the web
 Other auction models allowed advertisers to buy their way to the
top of the listings
 Google introduced the click through rate (CTR) to measure adverts
relevance.
 Relevant ads generate clicks
 Clicks generate revenue for Google
 Adwords generated $21.8 billion revenue for Google in 2008
 Now, the dominate paid search platform
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What is Google Adwords?
 Google Adwords is a Pay-Per-Click advertising service
Pay-Per-
 Advertisers specify
 the words that should trigger their ads (keywords)
 the maximum they are willing to pay per click
 Google search engines then display the ads as sponsored links
 The sequence or ranking depends on
 other advertisers bids
 the “quality score” of the keywords and adverts
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Where are Google Ads Displayed?
 Search Engine Results Pages (SERPS)
 Search Network Partners
Ask, Aol
 Content Network
Ads appear within the content of other websites
Ads are placed based on the content of the site or page, using keywords
and placement targeting
 Google Maps
 Mobile Network
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Google Search Results
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Google Content Network Text Ads
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Joint Exercise
Example of Content network partner
 www.about.com
 Search for flowers
 Select a search result listing
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Image and Video Ad Formats
 Choice of 8 sizes
 Online image ad
builder tool with
100+ templates
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Google Content Network Image Ads
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Google Maps Ads
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What can Google Adwords do for you?
 Quick and easy way to attract relevant traffic
 Your adverts have the potential to reach a vast audience
 You can target your audience in many ways
 Geographically
 Using keywords relevant to your product/service
 Selecting relevant sites where your ads can appear
 Demographically
 Through the wording of your adverts
 You only pay when someone clicks on your advert
 You are in control of the budget
 Activation fee
 No minimum spend
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How to Access Google Adwords
 Google Adwords Login
 http://adwords.google.com/select/Login
 Login to you Google Account and then select Adwords
Everyone login to their Adwords account
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Google Adwords Interface
 Navigation is controlled using 6 tabs
 Home
 Campaigns
 Create and edit your campaigns
 Manage and monitor performance
 Opportunities
 Previously called Campaign Optimiser
 Reporting
 Reports
 Google Analytics
 Website Optimiser
 Billing
 My Account
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My Account Tab
 Account Preferences
 Account login details
 Language
 Access level
 Time zone (can only be changed once by Google)
 Auto-tagging (for tracking Adwords data to Google Analytics)
Auto-
 Account Access
 Invite other users
 They receive an email with a link
 Notification Settings
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Exercise
 Check your Account Access details are up to date
 Remove any users who should no longer have access
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Billing Tab
 Billing Summary
 Recent activity and Payments
 Billing Preferences
 Payment Method
 Post or Pre Pay
 Payment Details
 Backup Payment Details
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Exercise
 Check your Billing Preferences are up to date
 Check if you have backup payment details
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Break time
 15 Mins
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How is an Adwords Account Structured?
 Hierarchical Structure
 An account can contain 25 campaigns
 A campaign can contain 2000
adgroups
 An adgroup can contain 2000
keywords and 50 adverts
 Campaigns give structure to the
products or services you advertise
 Adroups focus on a specific product
or service
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Starting to use Google Adwords – Initial Planning
 Plan your campaigns around your business needs
 Traffic
 Return On Investment (ROI) – revenue vs. costs
 Conversions
 Brand awareness
 What does your business have to offer?
 Ensure you are familiar with the site content and offerings
 Preliminary keyword research
 Who is your target audience?
 Is there a sufficient volume of traffic for a successful campaign?
 Is there enough relevant traffic?
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Starting to use Google Adwords – Initial Planning
 What is your measure of success?
 Traffic
 Returning visitors
 ROI
 Conversions
 How are you going to measure your success?
 Web analytics
 Adwords conversion tracker
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Starting to use Google Adwords – Detailed Planning
 Detailed keyword research
 Adwords Keyword Tool
 Word Tracker
 Keyword Discovery
 Group keywords into concise groupings
 All keywords in an adgroup need to be closely related
 All keywords in the same adgroup will display the same advert
 Identify your landing pages
 Find the best page for each product or service
 A well configured site search can produce good landing pages
 Plan your campaigns and adgroups
 Write creative adverts
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Possible Campaign Structure
Coats Jackets
Campaign Jackets
Campaign
Wool Winter Capes
Leather
Ladies Denim
-wool coats -winter coats
-woollen coats -warm coats
-luxury wool coats -ladies winter coats
-ladies coats
-warm wool coats -designer winter coats
-womens coats
-women’s coats
-cheap ladies coats 34

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Campaign and Adgroup Structure
 For every campaign you create
 Choose a daily budget
 Select where ads appear geographically
 Select the language of your target audience
 Select where you ads appear on-line (search, content or both)
on-
 Define the days and times your ads are displayed
 For every adgroup you create
 Contains a focussed set of keywords
 All keywords will share the same set of adverts
 The adverts define the landing page
 Set your maximum cost per click (CPC) bid
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Keyword Research
 Generate the core list of keywords
 Some are obvious, many are not
 Mis-
Mis-spellings
 Language differences
 Think like your user
 Ask others
 Keyword research tools
 WordTracker freekeywords.wordtracker.com/
 Keyword Discovery www.keyworddiscovery.com/
 Adwords Keyword Tool adwords.google.com/select/KeywordToolExternal
 Search for adwords keyword tool
 Also Available when editing an adgroup
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Joint Exercise – Using the Adwords Keyword Tool
 Search for Google Adwords keyword tool
 Search by keyword
 Coats ->get keyword ideas
 Last month search volume
 Average search volume over last 12 month
 Advertiser competition
 Select to show all columns
 Estimated cost per click
 Volume trends
 Search by web content (any web site)
 Select keywords
 Export to csv file
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Collect & Consider Keywords
Generic Terms
 cashmere clothes
 cashmere for women
 cashmere for men
 100% cashmere
Product Specific Terms
 cashmere coats
 men’s cashmere coats
 cashmere coats for men
 ladies cashmere coats
Descriptive Features
 red cashmere coats
 long cashmere coats
 stylish cashmere coats
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Collect & Consider Keywords
Cashmere Clothing
Great range of cashmere fashion
for men & women. Shop Online.
www.abccashmere.co.uk
cashmere sweaters for men cashmere cardigans
cashmere clothes ladies cashmere sweaters men’s cashmere cardigans
cashmere for women red cashmere sweaters cashmere cardigans for men
cashmere for men brown cashmere sweaters ladies cashmere cardigans
100% cashmere black cashmere sweaters red cashmere cardigans
cashmere coats long cashmere sweaters brown cashmere cardigans
men’s cashmere coats stylish cashmere sweaters black cashmere cardigans
cashmere coats for men cashmere socks long cashmere cardigans
ladies cashmere coats men’s cashmere socks stylish cashmere cardigans
red cashmere coats cashmere socks for men cashmere wraps
brown cashmere coats ladies cashmere socks men’s cashmere wraps
black cashmere coats red cashmere socks cashmere wraps for men
long cashmere coats brown cashmere socks ladies cashmere wraps
stylish cashmere coats black cashmere socks red cashmere wraps
cashmere sweaters long cashmere socks brown cashmere wraps
men’s cashmere sweaters stylish cashmere socks black cashmere wraps 39

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The Four Keyword Matching Types
If “womens coats” is your keyword
 Broad Matching (default)
Allows your ad to show for searches on similar phrases and relevant variations
 Womens coat
 Coats for women
 Ladies coats
 Phrase Matching
Allows your ad to show for searches that match the exact phrase
 Red womens coats
 Womens coat
 Exact Matching
Allows your ad to show for searches that match the exact phrase exclusively
 Womens coats
 Negative Matching
Ensures your ad doesn't show for any search that includes that term
 Keyword matching is not case sensitive
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The Four Keyword Matching Types
How to enter the different match types
 Broad matching womens coats
 Phrase matching “womens coats”
 Exact matching [womens coats]
 Negative matching -womens coats
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Negative Matching
 Imagine you are a party suppliers
 If your adgroup includes the broad match keyword
 Balloons
 What negative keywords may you need?
 Weather
 Hot air
 Meteorological
 Trips
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Exercise
 Use the keyword tool with keywords relevant to
your campaign
 Export the results to a csv file
 Find keywords using a page from your site
 Find keywords using a page from a competitors
site
 Find keywords using a page from wikipedia
 Use the keywords found to plan a campaign,
adgroups and keywords. These will be used in
this afternoons session.
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Ad Formats
 Currently 5 formats of adverts
 Text Ads
 Image Ads
 Video Ads
 Mobile Ads
 Local Business Ads
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Text Adverts
 Headline (25)
 Description 1 (35)
 Description 2 (35)
 Display url (35)
 Destination url (1,024)
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Google Editorial Policy
 Must be accurate
 Grammar & spelling must be correct
 No excessive capitalisation
 Use standard punctuation & symbols
 Want *fast* results @ low cost??
 No exclamation mark in headline
 Prices, discounts & free offers must be supported on your site
 20% off, free P&P
 Competitive claims must be supported
 Better than, recommended by
 Avoid generic superlatives
 Top, Best, no.1
 Cannot use trademark terms
 adwords.google.com/support/bin/static.py?page=guidelines.cs&topic=9271&hl=e
n_GB
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Exercise
 What is wrong with these ads?
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Exercise
 Plan a couple of different adverts for your
adgroups
 Share ideas
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Lunch
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Campaign Plan
Completed campaign planning steps
 Adwords Account Structure
 Initial Planning for a campaign, adgroup and keyword structure
 Keyword Research using Adwords keyword Tool
 Written an Ad Copy
Now create the campaign
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Navigation
 Main window tabs depends on left hand selection
 Change graph options
 Display – all / all enabled / all but deleted
 Columns can be customised
 Filter campaigns
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Setting up a Campaign
Demonstration
 Campaign name
 Daily budget
 Languages
 Locations
 Adgroup name
 Maximum cost per click
 Keywords
 Ads
 Pause the camapign
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Exercise
 Create a keyword targeted campaign
 Target English speaking customers
 Target UK & US
 Create an adgroup
 Create your own advert
 Add at least one keyword
 Set a daily budget of £1.00
 Maximum cost per click £0.15
 Once saved PAUSE YOUR CAMPAIGN
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Editing Adgroups and Keywords
 Adgroups and Keywords can be edited in bulk
 Keyword editing in table
 Keyword editing in spreadsheet
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Exercise
Update your campaign
 Shows ads evenly rotated
 Update your keywords to be exact match
 Note: deletes original keyword
 Change the default bid to £0.10
 Set some of your keywords to a £0.20 maximum CPC
 Create a second ad variation
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Writing Compelling Ad Copy
 Work in your keywords to improve click through
rates
 Search terms are displayed in bold
 Know your unique selling point - USP
 lowest price, best range, high quality, informative
content
 Qualify your visitors
 price, product specifics, availability, location etc.
 If possible use a call to action
 Test what works for you!
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Ad Copy Relevance
• Searching for cashmere socks
Buy Luxury Cashmere Socks
100% grade ‘A’ Cashmere Socks From
£26 per pair at The Cashmere Outlet.
www.abccashmere.co.uk
www.abccashmere.co.uk
Great Prices on Cashmere
Scarf, Shawls, Sweaters, Robes,
Overcoats, Throws, Blankets & More
www.abccashmere.co.uk
www.abccashmere.co.uk
• Which advert would you click on?

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Ad Scheduling
Campaign setting allows the scheduling of ads
 Controls the days and times ads can run
 Defaults to 24 hours, 7 days a week
 Hourly campaign report shows when ads
receive most traffic
 Remember users may browse at lunch &
purchase in evening
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Exercise
 Edit campaign settings
 Turn on ad scheduling
 Update one of your campaign to run
 Weekdays only
 Mon-Thurs 9:00 – 15:00 & 18:00 – 20:00
Mon-
 Fri 9:00 – 23:00
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Position Preference Bidding
 Allows you to target specific ad positions
 Higher than a given position (such as above 5)
 Lower than a given position (such as below 3)
 Within a range of positions (such as from 3 to 8)
 In a specific position (such as position 2)
 Positioning is not guaranteed
 Ad position is calculated as usual
 If this meets your position preferences then will be shown in preferred position
 If your ad does not qualify for position 1, then setting a preference of 1 will not
move it there, it will prevent it from being displayed!
 Edit campaign and select position preferences
 Edit keyword settings
 Position preference fields will be available
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Exercise
 Turn on position preference bidding on a
campaign
 Update a keyword to display in position 4 only
 Update a keyword to display in any position
lower then 5
 Update a keyword to display I positions 1-3
1-
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Monitoring Results
For any selected time range
 Impressions – the number of times an advert is displayed
 Clicks – the number of times an advert is clicked on
 Click through rate (CTR)
 Avg cost per click (CPC)
 Cost
 Avg Position
 Look beyond Adwords
 Google Analytics
 Revenue & ROI
 How many newsletter sign ups
 How many Contact us requests
 How many documents have been downloaded
 Time on site
 Number of pages viewed
 Adwords Conversion Tracker
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Campaign Performance
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Keyword Performance
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Ad Performance
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Break time
 15 Mins
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Which Ads Appear at the Top of the Listings?
 Google Adwords uses a quality score
 Influences your adverts position
 Ensures the most relevant ads are displayed
Ad Ranking = Cost Per Click x Quality Score
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What Influences Quality Score?
 What influences the quality score?
 Click through rate of keyword and advert
 Relevance of keyword to search term
 Landing page relevance
 Landing page load times
 Other relevance factors
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Exercise
 View the quality score of some keywords
 Also check if your ads are being displayed
and if not, find out why
 Look at the details and recommendations
for a keyword
 Run the keyword diagnostic tool for a poor
performing keyword
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Change History Report
 Recommend making a note of all changes to your campaign
 Change History Report records all changes
 Tools > Change History
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Exercise
 Run the change history report for your account
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Adwords Reporting
 Performance reports for
 Campaign
 Adgroup
 Keyword
 Adverts
 Options available vary by report
 Summary to hourly level
 Configurable columns
 Filter data to be included/excluded
 Scheduled reports can be emailed (csv, xml, html)
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Exercise
Q. How does campaign performance vary through the day?
 Select Campaign Performance
 Unit of Time
 Hourly (by date, regardless of date)
 Date range
 Name your report (run similar)
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Exercise
Q. What searches are matching with phrase &
broad match keywords?
 Select Search Query Performance
 Summary View
 Ensure search query & match type
selected
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Exercise
Q. What percentage of available traffic am I
receiving? Are my budgets restricting my
traffic?
 Select Campaign Performance Report
 Summary View
 Select a date range
 Select the following columns
 Impression share (IS)
 Lost IS (Rank)
 Lost IS (Budget)
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Impression Share Report
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Wrap Up
 Google Adwords Overview
 Where are Google ads displayed
 Accessing Google Adwords
 The Google Adwords interface
 Billing Details & Account Preferences
 Adwords Account Structure
 Planning for your Paid Search campaign
 Keyword Research & Estimating Search Traffic Volumes
 Adwords Keyword Tool
 Advert structure
 Google Editorial Policy
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Wrap Up
 How to Setup a Campaign
 Editing Adgroups and Keywords
 Writing compelling ad copy
 Ad Scheduling
 Position Preference Bidding
 Monitoring results
 Adwords quality score
 Google Adwords reports interface
 Running & Scheduling reports
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Help
 Adwords Help Centre
 https://adwords.google.com/support/
 Adwords Learning Centre
 http://www.google.com/intl/en_uk/adwords/learningcenter/
 Group and Blogs
 http://adwords.blogspot.com/
 Books
 Winning Results with Google Adwords by Andrew Goodman
 Ultimate Guide to Google Adwords by Perry Marshall
 ivantage
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Feedback
 www.ivantage.co.uk/feedback
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End of Presentation
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