1. AdWords™ Seminar
For Success
AdWords 201
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2. Housekeeping
• The Schedule
• Your Materials
• The AdWords Credit
• I Have Questions!!!
• Cellphones to Vibrate, Please
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3. Assumptions
• You are familiar with the AdWords
advertising platform, and/or you took
yesterday’s class
• You know how to create an AdWords
campaign
• You know the basics of creating a keyword
list and ad creative
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4. Geographic
Targeting
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5. Narrowing Your Focus
Source: Advertising Age’s Search Marketing Fact Pack
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6. Narrowing Your Focus
Source: Advertising Age’s Search Marketing Fact Pack
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7. Why This Is Important
Ability to figure out where people are and
target ads there makes AdWords a
powerful tool.
You do not have to cast the widest net to
communicate with potential customers.
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8. Google Domain
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9. Google Domain
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10. Google Domain
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11. Google Domain
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12. Google Domain
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13. Google Domain
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14. Google Preferences
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15. Search Terms
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16. Internet Protocol (IP) Address
Unique identifier for computers on Internet
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17. Roadblocks
• The searcher's ISP prevents Google from
identifying an IP address.
• The IP address doesn't match the location
of the searcher.
• If Google does not recognize a city or
town, you won't be able to target an ad
there.
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18. What Campaign Is Best?
• Determine where your customers are.
• Where are your products and services sold?
• You may benefit from local, national and
international campaigns.
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19. How You Can Use It
• Test marketing
messages in small areas
before rollout
• Use marketing
messages targeted to
specific places
• Advertise where you are
certified to do business/
sell products
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20. Campaign Organization Options
• Geotargeted campaign, omitting location
identifiers in keywords
• Non-geotargeted campaign, using
location-specific keywords
• Combination: higher bids for geotargeted
campaigns
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21. Common Geographic Identifiers
• State and Provinces
• Counties
• Cities
• ZIP Codes
• Neighborhoods
& Local Lingo
• Area Codes
• Airport Codes
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22. Tips
• For local ads: use
location in title/ad text
• Consider geography for
marketing messages
• Consider time zones
• Track CTR, conversions,
etc. at geographic level
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23. Windy Acres German Shepherds
They sell:
• Puppies, marketed
locally
• Dog training DVDs
They could benefit from:
• Local campaign for pups
• National campaign for
training DVDs
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24. Creating a Geotargeted Campaign
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31. 26

32. Ad Preview Tool
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33. Ad Preview Tool
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34. Demographic
Bidding
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35. Overview
• Choose audience by age and gender
• Available for Google Display Network only
• Use Demographic Bidding Report
• Adjust bids and preferences accordingly
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41. Placement-Targeted
Campaigns
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42. Placement-Targeted Campaigns
• Choose individual sites in Google Display Network
• Choose by category, topic, URL or demographics
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43. How to Create a PT Campaign
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61. Site and Category
Exclusion
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75. From the Networks Tab
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79. IP Exclusion
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83. Position
Preference
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90. 76

91. Ad Scheduling
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100. Ad Extensions
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101. 87

102. Locations
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103. Products
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104. Products
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105. Sitelinks
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108. NEW - Seller Rating Extensions
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109. NEW - Seller Rating Extensions
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110. Keyword List
Optimization
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111. buy rubber duckies
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112. Identifying Purchase Intentions
Browse Shop Buy
Informational Navigational
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113. Google Autocomplete
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114. Google Instant
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115. Note How Ads Change
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116. Wonder Wheel
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117. Wonder Wheel
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118. Related Searches
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119. Wordtracker
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120. KeywordDiscovery.com
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121. KeywordSpy.com
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122. SpyFu.com
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123. Compete.com
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124. Insights for Search
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125. Insights for Search
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126. AdWords Editor
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127. Why I Like AdWords Editor
• Free
• Platform Agnostic: Mac or PC
• Work Offline (Fast)
• Ability to Make Bulk Changes
• Save Account Backups
• Collaboration
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129. Editor Tour
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130. Keyword List Generator
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131. Dynamic Keyword Insertion
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132. Dynamic Keyword Insertion
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133. Dynamic Keyword Insertion
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134. Example
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135. Formatting Guidelines
{keyword:default text}
• Braces { }: Braces & enclosed text are body of tag.
Replaced by keyword that triggers ad.
• Colon (:): Use one colon, no spacing.
• Default Text: Text after colon appears if system
cannot insert appropriate trigger keyword.
This is wrong>
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136. Capitalization Options
• keyword = wii fit
• Keyword = Wii fit (first letter of first word)
• KeyWord = Wii Fit (first letter of each word)
• KEYword = WII fit (all letters of first word)
• KeyWORD = Wii FIT (first letter of first word, all of others)
• KEYWORD = WII FIT (all letters of all words)
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137. Example
Youʼd Write This Ad Text:
{KeyWord:Cheap Video Games}
Huge selection for PS3, PSP & PS2.
{Keyword:All games} in stock. Free shipping!
Your-Site.com
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138. Search Query/Keyword:
The Beatles Rock Band
Your Ad Would Read:
The Beatles Rock Band
Huge selection for PS3, PSP & PS2.
All games in stock. Free shipping!
Your-Site.com
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139. Search Query/Keyword:
Beatles Rock Band Video Game for PS3
Your Ad Would Read:
Cheap Video Games
Huge selection for PS3, PSP & PS2.
All games in stock. Free shipping!
Your-Site.com
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140. How to Self-
Diagnose
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141. Diagnosing a Tanking Keyword
1. Check Keyword Analysis
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142. Diagnosing a Tanking Keyword
1. Check Keyword Analysis
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143. 2. Look For Account Changes
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144. 2. Look For Account Changes
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145. 2. Look For Account Changes
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146. 2. Look For Account Changes
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147. 2. Look For Account Changes
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148. 3. Look For Website Changes
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149. Why Can’t I See My Ad?
• Daily budget too low • The max CPC higher
than daily budget
• Keyword deleted or
inactive • Missing ad text or
keywords
• Ad is disapproved • Ad is on Google
Display Network
• IP unknown or
outside target area • Campaign has ended
• Ad not on first page • Campaign/Ad Group
paused or deleted
• Browser page not • Missing credit card
refreshing information
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150. Disapproved Ads Tool
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151. Disapproved Ads Tool
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152. Disapproved Ads Tool
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153. Disapproved Ads Tool
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154. Ads Diagnostic Tool
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155. Ads Diagnostic Tool
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156. Ads Diagnostic Tool
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157. Ads Diagnostic Tool
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158. Option #2: Copy SERP URL
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161. Understanding
ROI
ROI = Profit/AdWords Spend
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162. What’s a Keyword Worth?
#1: Calculate Profit Before Advertising Costs
• Determine profit per sale from knowledge of
your business.
• Find number of AdWords sales from Google
Analytics and Conversion Tracking.
• Take profit per sale, multiply by number of sales
to calculate gross profit before advertising costs.
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163. Example:
• $1,000
Profit Per Sale
• x 1,000 Sales
• = $1,000,000
Gross Profit
(before advertising costs)
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164. How Do I Know What to Bid?
#2: Calculate Value - Per Click
• Value Per Click = Profit, Before Advertising
Costs, Divided by Number of Clicks.
• Ensure Max CPC Bid < Value Per Click!
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165. Example:
• $100 gross profit
• Divided by 5 clicks
• Equals $20 per click
So don’t bid more than $20 per click!
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166. How Do I Know What to Bid?
• #3: As You Work With Max CPC Bids:
• If profit increases, increase bid.
• If profit decreases, decrease bid.
• Trial and error until maximum profitability.
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167. No Conversion Data
Average
Keyword Impressions Clicks CTR Cost CPC
buy eggs 10,000 250 2.5% $250 $1
buy organic 10,000 500 5% $250 $0.50
eggs
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168. With Conversion Data
Conversions Conversion Conversion Conversion
Cost Per Profit Per
Keyword ROI
Rate
buy eggs 10 4% $25 $50 200%
buy organic 50 10% $5 $5 100%
eggs
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169. Bid Simulator
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170. Bid Simulator
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171. Holidays & Your CPC
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172. Other Bidding
Options
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173. Automatic Bidding
• Formerly known as Budget Optimizer™
• No individual bids for ad groups,
keywords, or placements
• Automatically adjusts keyword CPC to
help campaign get the most clicks
possible within budget over 30 days
• Goal is to receive most traffic possible
within budget, not achieve specific ad
position or conversion rate
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175. CPM Bidding
Cost per thousand impressions
Available for
placement-targeted campaigns
Set the maximum bid for 1,000 ad impressions.
An impression is counted when a Web page
serves an ad, clicked on or not.
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176. How Does Google Compare?
• Effective CPM (eCPM) for keyword-targeted ads
• Considers CPC, CTR, and other relevance factors
across 1,000 impressions
• Result = eCPM
• eCPMs compared to each other and max CPM
of competing placement-targeted ads
• Highest ranking ad wins
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180. NEW! Enhanced CPC
• Automatically adjusts your bids if
conversion is likely (or not)
• Works with all campaign settings
• Requires conversion tracking, but
not a minimum # of conversions.
• Can bid up to 30% above Max CPC
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182. Conversion Optimizer
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183. How Does it Work?
• Conversion predictions
• Generates unique CPC
bids based on predicted
conversion rate
• Works toward a CPA goal
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184. How Are Conversions Predicted?
• Search query
• Searcher’s location
• Type of site on Google
Display Network
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185. Caveats
• Must have 15 conversions in last 30 days
• No seasonality
• Does not support:
• Placement targeting
• Setting separate content bids
• Position Preference
• Advanced Ad Scheduling
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186. How To Increase Conversions
• Increase budget
• Raise CPC bids
• Advertise on Google Display Network
• Add more keywords
• Combine similar campaigns
• Track more frequent events
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187. Keeping Your Conversion Rate
• “Safe” Changes:
• Edit CPA bid
• Create Ad Groups
• Add/delete keywords
• “Risky” Changes:
• Move conversion tracking code
• Change site structure or layout
• Large ad text changes
• Move Ad Groups to new campaign
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190. Managing
Accounts
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191. MCC Dashboard
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193. AdWords API
Allows two systems to talk with each another
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195. What’s It For?
Automation:
• Custom Reports
• Bid Management Processes
• Complex Inventory Control
• Generate & Expand Keyword Lists
• Custom Text Ads
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196. How It’s Billed
• Quota-Based
• Each Operation Consumes API Units
• Some Operations Consume One Unit;
Others Consume More
• Billed .25 Cents Per Thousand API Units
Consumed
• Some Advertisers Eligible for Limited Free
Quota Allocations
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197. Television Ads
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198. How Do Television Ads Work?
• USA Only
• Partnership with Dish
Network & DIRECTV
• No bundling or contracts
• Good for smaller
advertisers, shorter tests
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200. Ad Creation Marketplace
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201. Ad Creation Marketplace
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202. Ad Creation Marketplace
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203. Website
Optimizer
Seminar Here On Friday!
Register: WebShareDesign.com
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204. Website Optimizer
• Free tool to understand and improve
website
• Allows simultaneous testing of Web
page sections
• No direct effect; you must manage the
testing and changes
• Optimizing landing page for conversions
should improve ROI
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205. Features Overview
• No Limit on Incoming Traffic
• Works With All Analytics Solutions
• Tests All Traffic, Not Just AdWords
• Up to 10,000 Combinations Per Test
• Run “Follow-Up” Experiments Between Winner
and Original
• Tests Can Have Non-Page-Based Conversion
Events
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206. Before
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207. After
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208. What Should You Test?
• Titles
• Images
• Layout Or:
• Selling Proposition
• Conversion Incentives
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209. Testing Tips
• Test Small Number of Variations
• Test Big Changes
• Consider Early Indicators If Not
Enough Conversions
• Don’t Jump to Conclusions
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210. Two Types of Experiments
A/B
• Simpler Setup
• Better for Low-Traffic Sites
• Allows Testing of Page Layout/Design
Multivariate
• More Flexible Setup Process
• Test Combinations of Page Elements
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237. Search Engine
Optimization
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238. Keys to Good SEO
• Original, Keyword-Rich Content
• Website Coding/ Semantic Structure
• Backlinks
• Search Engine Friendly URLs
• Unique Meta Descriptions
• Smart Page Titles
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239. Link Bait
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240. Link Bait
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241. No Nos
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242. No Nos
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243. No Nos
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244. No Nos
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245. Does Your Site Look Like This?
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246. Does Your Site Look Like This?
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247. Does Your Site Look Like This?
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248. Does Your Site Look Like This?
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249. Does Your Site Look Like This?
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250. Does Your Site Look Like This?
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251. Does Your Site Look Like This?
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252. YouTube
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253. To-Dos &
Resources
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254. To-Dos
• Build your keyword list using third party tools
• Download AdWords Editor
• Sign up for My Client Center
• Evaluate ROI; adjust bids and campaign
structure accordingly
• Optimize website for search engine visibility
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255. Resources
• AdWords Help Center:
http://adwords.google.com/support/
• Google Insights for Search:
http://www.google.com/insights/search/#
• Inside AdWords (official blog):
http://adwords.blogspot.com/
• See full list on your USB
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256. Speaker Biography
Stasia became a Google Advertising Professional Qualified Individual in January
2005, and an authorized AdWords Seminar Leader in 2006. Since then she has
trained thousands of people to build and optimize AdWords campaigns. Stasia
has fourteen years experience managing Web technology projects and online
marketing programs. Prior to leading the seminars she was senior vice
president for Sitening, a Nashville-based information technology company
focused on Raven Internet Marketing Tools for search engine optimization
(SEO) and search engine marketing (SEM). Before joining Sitening, she
managed the Web departments for two Nashville-based custom publishing
companies.
Stasia's career began in the Boston area. Before moving to Nashville, she
worked for The Boston Globe's website Boston.com and a Boston-area Web
consulting agency. Stasia has worked for a wide range of clients, including
Osram Sylvania, Harvard Business School Executive Education,
eMarketer.com, NashvillePost.com, Cannondale, Air Jamaica, the National Stasia Holdren
Federation of Independent Business, Psychiatric Services and TravelCenters of PPC-Boot-Camp.com
stasia@ppc-boot-camp.com
America.
Stasia earned degrees in English Literature and Journalism from the University
of Massachusetts, Amherst. She lives in Nashville, Tennessee with her family.
When she is not online, she finds balance by running, gardening and training
her German Shepherd, (Princess) Jasmine.
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