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AdWords Academy: Search Campaign Optimization/搜尋廣告優化

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In this course, we have covered have-to-know knowledges to start a good Search Campaign with AdWords including: 1) Some big trends in online marketing; 2) Updated marketing strategies to keep in mind; 3) Optimizing Search campaign by understanding campaign structure, evaluating performance, adding ad extensions; 4) Useful tools to use for optimization.

Publicado en: Marketing
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AdWords Academy: Search Campaign Optimization/搜尋廣告優化

  1. 1. Confidential & ProprietaryConfidential & Proprietary AdWords Workshop
  2. 2. Confidential & ProprietaryConfidential & Proprietary Today’s Agenda 1) The BIG Trends 2) Marketing Strategy 3) Search Campaign Optimization a) Structure b) Performance Evaluation c) Ad Extensions d) Settings 4) Useful Tools
  3. 3. Confidential & Proprietary 3 Trends in Today’s Media Landscape 1) The future is mobile 6 out of 10 are using search engines via smartphones at least weekly. 66% of them experience issues, and 16% would find another website that works better on smartphone 2) Today’s shopper is an online shopper 68% of the consumers research online 3) Tomorrow’s TV is Online 7 out of 10 consumers watch online video weekly. When watching short videos, people prefer to use a smartphone and are usually focused while doing so. Go Mobile, Be Mobile Friendly Online Presence YouTube is the New TV
  4. 4. Confidential & Proprietary How Mobile Friendly are you? https://www.google.com/webmasters/tools/mobile-friendly/
  5. 5. Confidential & ProprietaryConfidential & Proprietary Today’s Agenda 1) The BIG Trends 2) Marketing Strategy 3) Search Campaign Optimization a) Structure b) Performance Evaluation c) Ad Extensions d) Settings 4) Useful Tools
  6. 6. Confidential & Proprietary Be Top of Mind Google Confidential and Proprietary “The real challenge of marketing is all about availability—available in the mind and in the store.” From “How Brands Grow” by Professor Byron Sharp Voted Best Marketing Read of Summer (2013) by Advertising Age readers Be Your Customers Remember You See You Know Your Brand Awareness Consideration Conversion Retention
  7. 7. Confidential & Proprietary Be Top of Mind 3:00pm Browse the web 6:00pm Look up recipe on tablet 10:00pm Watch video from a friend 8:00pm Listen to a new song 8:00am Check mail on phone Google Confidential and Proprietary be there when they are looking to be educated, entertained, and inspired
  8. 8. Confidential & Proprietary The Google AdWords solution Google Confidential and Proprietary Pre-launch: seed awareness1 At launch: build fast awareness2 Maintain awareness & increase consideration3 Lightbox ads Focus on influencers Display ads Search ads Mastheads Lightbox ads Display ads TrueView ads
  9. 9. Confidential & ProprietaryConfidential & Proprietary Search Campaign 1) The BIG Trends 2) Marketing Strategy 3) Search Campaign Optimization a) Structure b) Performance Evaluation c) Ad Extensions d) Settings 4) Useful Tools
  10. 10. Confidential & Proprietary Campaign Structure Campaign Ad Group Keyword Ad Account
  11. 11. Confidential & Proprietary Ad ** You can make longer text ads if you're targeting people in Azerbaijan, Belarus, China, Hong Kong, Japan, Kazakhstan, Kyrgyzstan, Russian Federation, South Korea, Taiwan, Tajikistan, Turkmenistan, Ukraine, or Uzbekistan. Max length (most languages) Max length (double-width* languages) Headline: 25 characters 12 characters Display URL: 35 characters 17 characters Description line 1: 35 characters 17 characters Description line 2**: 35 characters 17 characters Advertise with Google adwords.google.com Want jaw-dropping results? Create your ad campaign today Headline Display URL Description
  12. 12. Confidential & Proprietary Keyword - Match Type
  13. 13. Confidential & Proprietary 1. Different countries - different campaigns 2. Different businesses - different campaigns 3. Different product categories - different ad groups 4. No overlapping of keywords across ad groups 5. Best practice (per ad group) a. 4 Ad Texts b. 20 Keywords
  14. 14. Confidential & ProprietaryConfidential & Proprietary 1) The BIG Trends 2) Marketing Strategy 3) Search Campaign Optimization a) Structure b) Performance Evaluation c) Ad Extensions d) Settings 4) Useful Tools
  15. 15. Confidential & Proprietary 1 2 3 4 5 6 7 8 9
  16. 16. Confidential & Proprietary Max CPC(最高單次點擊出價) x Ad Rank(廣告排名)= Quality Score(品質分數) x Ad Extension(廣告額外資訊) Expected CTR(預計點擊率) x Quality Score(品質分數) = Ad Relevance(相聯性) x Landing Page Experience(著陸頁體驗) Ad Performance
  17. 17. Confidential & Proprietary Max CPC(最高單次點擊出價) x Ad Rank(廣告排名)= Quality Score(品質分數) x Ad Extension(廣告額外資訊) Expected CTR(預計點擊率) x Quality Score(品質分數) = Ad Relevance(相聯性) x Landing Page Experience(著陸頁體驗) Ad Performance
  18. 18. Confidential & Proprietary Optimization #1 - Bid - Estimated first page bid - Bid strategies - enhanced CPC - Search impression share - Search loss IS (rank)
  19. 19. Confidential & Proprietary Max CPC(最高單次點擊出價) x Ad Rank(廣告排名)= Quality Score(品質分數) x Ad Extension(廣告額外資訊) Expected CTR(預計點擊率) x Quality Score(品質分數) = Ad Relevance(相聯性) x Landing Page Experience(著陸頁體驗) Ad Performance
  20. 20. Confidential & Proprietary Optimization #2 - CTR - Maintain good CTR (click/impression ratio) - Beware of “low search volume” keywords - Keyword match types - Search term report - Keyword Planner
  21. 21. Confidential & Proprietary Max CPC(最高單次點擊出價) x Ad Rank(廣告排名)= Quality Score(品質分數) x Ad Extension(廣告額外資訊) Expected CTR(預計點擊率) x Quality Score(品質分數) = Ad Relevance(相聯性) x Landing Page Experience(著陸頁體驗) Ad Performance
  22. 22. Confidential & Proprietary Optimization #3 - Ad
  23. 23. Confidential & Proprietary 1. Highlight what makes you unique
  24. 24. Confidential & Proprietary 2. Include prices, promotions, and exclusives
  25. 25. Confidential & Proprietary 3. Empower customers to take action
  26. 26. Confidential & Proprietary 4. Include at least one of your keywords
  27. 27. Confidential & Proprietary KeyWord Insertion Person searches for: Your ad could look like: dark chocolate bar Buy Dark Chocolate www.example.com Artisan candy from San Francisco Free shipping orders $50 more sugar free chocolate Buy Sugar Free Chocolate www.example.com Artisan candy from San Francisco Free shipping orders $50 more gourmet chocolate truffles Buy Chocolate www.example.com Artisan candy from San Francisco Free shipping orders $50 more
  28. 28. Confidential & Proprietary 5. Match your ad to your landing page URL Migration
  29. 29. Confidential & Proprietary 6. Appeal to customers on mobile
  30. 30. Confidential & Proprietary 7. Ad Testing Ad Rotation
  31. 31. Confidential & Proprietary 8. Check for common ad text mistakes
  32. 32. Confidential & ProprietaryConfidential & Proprietary Optimization #4 1) The BIG Trends 2) Marketing Strategy 3) Search Campaign Optimization a) Structure b) Performance Evaluation c) Ad Extensions d) Settings 4) Useful Tools
  33. 33. Confidential & Proprietary Max CPC(最高單次點擊出價) x Ad Rank(廣告排名)= Quality Score(品質分數) x Ad Extension(廣告額外資訊) Expected CTR(預計點擊率) x Quality Score(品質分數) = Ad Relevance(相聯性) x Landing Page Experience(著陸頁體驗) Ad Performance
  34. 34. Confidential & Proprietary
  35. 35. Confidential & Proprietary 網站連結額外資訊Sitelink Extension
  36. 36. Confidential & Proprietary 摘要額外資訊Callout Extension
  37. 37. Confidential & Proprietary 評論額外資訊Review Extension
  38. 38. Confidential & Proprietary 社交額外資訊Social Extension
  39. 39. Confidential & Proprietary 位置額外資訊Location Extension 應用程式額外資訊App Extension 來電額外資訊Call Extension
  40. 40. Confidential & ProprietaryConfidential & Proprietary Optimization #5 1) The BIG Trends 2) Marketing Strategy 3) Search Campaign Optimization a) Structure b) Performance Evaluation c) Ad Extensions d) Settings 4) Useful Tools
  41. 41. Confidential & Proprietary Optimization #5 - Settings ● Location Bid Adjustment ● Custom Ad Schedule ● Mobile Bid Adjustment
  42. 42. Confidential & Proprietary Optimization #6 -
  43. 43. Confidential & Proprietary Search Campaign Optimization 4 Ad Texts & 20 Keywords #1 - Bid Adjustment -> first page #2 - Maintain healthy CTR (match type/ search term report) #3 - Ad relevance & testing #4 - Ad Extension #5 - Settings (ad schedule/ mobile bid adjustment) #6 - Regular review
  44. 44. Confidential & Proprietary Be There Be Relevant Be Optimised
  45. 45. Confidential & Proprietary Useful Tools ● Keyword Planner ● Mobile Friendly Test (https://www.google.com/webmasters/tools/mobile- friendly/) ● Google Trends (https://www.google.com.hk/trends/ ) ● Consumer Barometer (https://www.consumerbarometer.com/ ) ● Think with Google (https://www.thinkwithgoogle.com/)

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