Google ads 201 optimising search campaigns through analysis, structure and control

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#GoogleAds201 @ivantage with @matt_trimmer
Matt Trimmer
Principal Consultant & Managing Director
These Slides:
http://www.slideshare.net/ivantage
Google Ads 201
-Optimising search
campaigns through
analysis, structure and
control

2. #GoogleAds201 @ivantage with @matt_trimmer
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Google Ads curriculum
• Google Ads 101 - Building, optimising and managing search campaigns
• Google Ads 201 - Optimising search campaigns through analysis, structure and control
• Google Ads 301 - Extending search campaigns with display advertising and remarketing
• Google Ads 302 - Extending search campaigns with feeds, dynamic remarketing and
shopping

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3
slideshare.net/ivantage

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Timings and housekeeping
• Start 9:30
• Break 11:00-11:15
• Lunch 12:45-13:45
• Break 15:15-15:30
• Wrap-up 17:00
• Nearest
fi
re exit
• Toilets

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Session 1 – Analysing current performance for
future improvements
• Introductions, your objectives and building your action plan
• Understanding the psychology of search
• Creating the perfect keyword, ad and landing page experience on the right device, in the right place at the right time
• Exploring and understanding the Google Ads auction, ad rank and quality score
• Exploring, understanding, analysing and improving quality score
• Exploring, understanding, analysing and using search query reports
• Exploring, understanding and analysing time, location and device metrics
• Exploring, understanding, analysing and using the search impression share metric
• Exploring, understanding, analysing and using the search lost impression share (rank) metric
• Exploring, understanding, analysing and using the search lost impression share (budget) metric
• Exploring, understanding, analysing and using the search exact match impression share metric
• Exploring, understanding, analysing and using the auction insights report
• Exploring, understanding, analysing and using the keyword diagnosis tool
• Exploring, understanding, analysing and using the Google Analytics match types report
• Exploring, understanding, analysing and using the Google Analytics search queries report

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Session 2 – Keyword research, match types,
negative keywords and optimum account
structure
• Researching keywords with Google suggestive text
• Researching keywords with Google Trends
• Researching keywords with the Google Ads Keyword Planner
• Exploring and using keyword match types
• Understanding and using negative keywords
• Controlling which ad appears for which keyword
• Introducing and using negative keyword lists
• Planning, organising and structuring accounts, campaigns and adgroups

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Session 3 – Creating compelling ads,
fi
nding
optimum landing pages and testing for
success
• Creating compelling expanded text ads
• Exploring and using dynamic keyword insertion
• Creating, using and testing ad variations
• Understanding and exploring ad delivery options
• Finding and using compelling landing pages
• Exploring and understanding keyword or ad level landing pages
• Finding, using and testing landing page variations
• Introducing A/B and multivariate landing page testing
• Introducing, exploring and using campaign drafts and experiments

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Session 4 – Bidding strategies and
adjustments, shared budgets, automation and
improving management
• Exploring, understanding and using standard and portfolio (
fl
exible) bidding strategies
• Exploring, understanding and setting manual bidding
• Exploring, understanding and using automated (RTB - Real Time Bidding) bidding strategies for tra
ffi
c optimisation
• Exploring, understanding and using automated (RTB - Real Time Bidding) bidding strategies for conversion optimisation
• Exploring, understanding and making bid adjustments for time, location and device
• Introducing and using shared budgets
• Introducing and using automated rules
• Introducing and using automated scripts
• Introducing and using ad customisers
• Introducing and using the shared library business data
• Introducing and using labels
• Introducing and using dynamic search ads
• Introducing and campaign URL options
• Introducing and using the Google Ads editor
• Wrap up, conclusions, your action plan and feedback

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Keeping up to date
• Help Centre
• https://support.google.com/google-ads/announcements/
9048695
• O
ffi
cial blog
• https://Ads.googleblog.com
• Twitter
• https://twitter.com/googleads

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Introductions
• First
• Me (Matt Trimmer) & ivantage overview
• In a moment
• A little bit about you
• Your name
• Your role
• Your organisation/department/site/site area
• Your objectives for attending today

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Me
• Founder, Principal Consultant and Managing
Director of ivantage
• Love the Internet, 23 years IT, technical
experience, 14 years Internet
• One of 15 Google Accredited Seminar
Leaders Globally

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You
• A little bit about you
• Your name
• Your role
• Your organisation/department/site/site area
• Your objectives for attending today
• Experience with Google Ads

13. #GoogleAds201 @ivantage with @matt_trimmer
Search campaigns
• Keyword targeted
• Bid options
• Location bid adjustments
• Schedule bid adjustments
• Device bid adjustments
• Should be your primary use of Google Ads
• No other form of marketing is like search
• Permission based
• Requested
• Quali
fi
ed
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Think about the experience
• The keyword
• The ad
• The landing page
• The conversion path
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Keywords
• Entered by the searcher
• Usually a phrase rather than a single keyword
• Search query
• You bid for the click related to the keyword
• Google Ads conducts an auction
• Your ad is eligible to enter the auction or not
• Your ad is displayed/impressed
• Your ad might be clicked
• The cost you pay is equal to or less than the bid
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16. #GoogleAds201 @ivantage with @matt_trimmer
The Google Ads second price auction
• Auction
• Super fast
• Conducted for every ad impression
• You pay enough to beat next best ad (determined by Ad Rank)
• Will your ad show and in what position? (Ad Rank)
• Your bid amount
• Your auction-time ad quality
• Expected click through rate (CTR)
• Estimated ad relevance
• Estimated landing page experience
• Ad Rank thresholds
• The competitiveness of the auction
• The context of the person’s search
• Location, device, time of search, the nature of the search term, other ads and search results that show
and other user signals and attributes
• Expected impact of ad extensions and other ad formats
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17. #GoogleAds201 @ivantage with @matt_trimmer
Ad Rank thresholds
• The reserve Ad Rank “price” for your ad (set by Google at
auction) to show
• Determined by
• Your ad quality
• Your ad position
• User signals and attributes
• The topic and nature of the search
• Related auctions
• Competition from other advertisers
• = Actual CPC
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18. #GoogleAds201 @ivantage with @matt_trimmer
Quality Score and Ad Rank
• You can not see Ad Rank
• Quality Score is a historical proxy indicator for the real-time
assessment of Ad Rank
• Shown in your account on keywords not ads
• Any quality scores you see in Ads are an historical representation
of the actual real time assessment
• Not used in auction!
• Determined by
• Expected click through rate (CTR)
• Ad relevance
• Landing page experience
• Based on same keyword advertisers over 90 days
• 1-10 and Average, Below Average, Above Average
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19. #GoogleAds201 @ivantage with @matt_trimmer
Analysing quality score
• Look at keyword quality score in keyword status
• Add quality score columns
• Filter for low quality keywords
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20. #GoogleAds201 @ivantage with @matt_trimmer
Improving quality score and your future Ad
rank
• Improve ad quality
• Speci
fi
c, thematic ad groups
• Relevant keywords
• Include keywords in your ad text
• Enticing ads
• Calls to action
• AB test ads
• Review performance
• Use relevant extensions
• Improve landing page quality
• Relevant, useful and original content
• Promote transparency and foster trustworthiness
• Make mobile and computer navigation easy
• Be fast
• Decrease your landing page loading time
• Make you site (even more) mobile-friendly
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21. #GoogleAds201 @ivantage with @matt_trimmer
For optimum quality score
• Control ad serving for the search query through bid or negative keywords
• The most relevant and enticing ad
• Expected CTR
• Estimated ad relevance
• Estimated landing page experience
• Leading to the most relevant and enticing landing page
• However, contrast this with the fact
• 20% of Google’s daily search queries have not been seen in the last 90 days if at all
• Exact match should always provide the highest conversion
• Broad match increases reach
• Negatives are needed to control irrelevant ad impressions
• Phrase match increases relevancy
• Especially when query order is important
• Negatives
• Stop ads showing for keywords
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22. #GoogleAds201 @ivantage with @matt_trimmer
Auction insights report
• Impression share
• You versus your fellow advertisers
• The opportunity you are receiving
• Avg. position
• Overlap rate
• How often your fellow advertiser appeared with you
• Position above rate
• How often your fellow advertiser appeared above you
• Top of page rate
• How often the advertiser was at the top of the page
• Outranking rate
• How often your ad outranked your fellow advertiser
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23. #GoogleAds201 @ivantage with @matt_trimmer
Impression share metrics
• Search impression share metric
• Should you increase your bids or budget?
• Search lost impression share (rank) metric
• % time you were outranked
• Search lost impression share (budget) metric
• % time you ran out of budget
• Search exact match impression share metric
• % time your keywords match your search queries
• Aim for 70-80%
• Higher - no room for keyword discovery
• Lower - irrelevant queries, wasted spend
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24. #GoogleAds201 @ivantage with @matt_trimmer
How do you know what Google Ads is
matching your keywords to?
• Now
• Ad Preview and Diagnosis Tool
• Historically
• Search terms report
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Prune using the search terms report
• Add keywords that you’ve missed
• Add negative keywords that you should have
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Break time
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Researching keywords
• Keywords are more likely to be key phrases
• Keywords are behavioural
• Use the Google keyword planner
• Insight into searchers' behaviour
• Categorise keywords
• Mens shirts
• Formal
• Casual
• Print
• Floral
• Type
• Designer, Paul Smith, Button Down
• Textile
• Silk, Flannel
• Colour 27

28. #GoogleAds201 @ivantage with @matt_trimmer
Keyword match types
• Control when ads appear
• Broad - the default
• “Phrase”
• [Exact]
• Stop ads appearing
• -Negative
• Broad
• Phase
• Exact
• Note
• Keywords are not case sensitive
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29. #GoogleAds201 @ivantage with @matt_trimmer
Broad match keywords
• Your ad may show for
• Searches for keyword
• Searches related to the keyword (may not into include your keyword)
• Google may use
• User’s recent search history
• The content of the landing page
• Other keywords in an ad group to better understand intent
• Will include
• Misspellings
• Stemmings (
fl
oor and
fl
ooring)
• Synonyms (quick and fast)
• Related searches (shoes and boots)
• Singular and plural
• Abbreviations, acronyms and accents
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30. #GoogleAds201 @ivantage with @matt_trimmer
“Phase” match keywords
• Your ad may show for
• Searches for keyword in order
• Searches that include the meaning of your keyword
• The meaning of the keyword can be implied, and user searches can be a more
speci
fi
c form of the meaning.
• Word order a
ff
ects matching behaviour
• Ads won’t show for searches where the word order changes meaning
• “moving services london to manchester”
• Won’t match and show ads for:
• “moving services manchester to london”
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[Exact] match keywords
• Your ad may show for
• Searches for keyword in exact order with no appendages
• Searches that have the same meaning or same intent as the keyword
• This should be our default keyword match type
• Optimum control over who sees our Ad
• Our Ad and Landing Page can be tailored to the experience of the keyword intent
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32. #GoogleAds201 @ivantage with @matt_trimmer
-negative match keywords
• -broad
• -“phrase”
• Word order important
• -[exact]
• No matching to
• Close variants
• Synonyms
• Singular or plural
• Misspellings
• Need to be speci
fi
c about exclusion
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Negative keywords are essential for precise
control
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Mens Shirts Campaign
[formal mens shirts] “formal mens shirts” +formal +mens +shirts formal mens shirts
-[formal mens shirts]
-cheap
-[formal mens shirts]
-“formal mens shirts”
-cheap
-[formal mens shirts]
-“formal mens shirts”
-cheap
Query: luxury formal mens shirts
Query: evening mens shirts
Query: luxury evening studded mens shirts
Query: formal mens shirts
• To show the most relevant ad
• for the most relevant landing page
• to provide best possible conversion experience

34. #GoogleAds201 @ivantage with @matt_trimmer
Ads account structure
• Account
• Campaign
• Ad groups - Ads - Final URL (Landing Page)
• Keywords - Final URL (Landing Page)
• Good practice?
• 5-20 similar keywords per Ad group
• At least two ads per Ad group
• Does the ad make sense for each respective keyword?
• Does the
fi
nal url (landing page) provide the optimal
experience for each respective keyword?
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35. #GoogleAds201 @ivantage with @matt_trimmer
Keyword strategy?
• Research keywords
• Keyword planner
• For the majority of your search campaign
• Exact match and control you ad content and landing page
• Use exact match negatives on other adgroups to prevent ads showing
• Reserve for your highest bid
• Use a small amount of broad
• Use negative exact match to prevent this being shown instead
of your exact match keywords
• Bid 50-60% less
• Prune broad keywords using the search terms
report
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Strategies for organising match types
• Multiple match types in the same ad group
• Restricting match type by ad group
• Restricting match type by campaign
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Multiple match types to the same ad group
• mens formal shirts - £0.50
• +mens +formal +shirts - £0.50
• “mens formal shirts” - £0.80
• [mens formal shirts] - £1.00
• Pros
• Less ad groups/campaigns to manage
• Cons
• Your ad can’t be too speci
fi
c to the keyword
• Can’t use dynamic keyword insertion
• Can only control control through the bid
• Ensure the Adrank of exact is higher than broad
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One match type one ad group
• mens formal shirts
• -ve [mens formal shirts]
• -ve “mens formal shirts”
• +mens +formal +shirts
• -ve [mens formal shirts]
• -ve “mens formal shirts”
• “mens formal shirts”
• -ve [mens formal shirts]
• [mens formal shirts]
• Pros
• Proper keyword match type should trigger ad
• Ad copy can be relevant to the keyword
• No need to ensure the Adrank of exact is higher than broad
• Cons
• More ad groups/campaigns to manage
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39. #GoogleAds201 @ivantage with @matt_trimmer
match types in campaigns
• mens formal shirts
• -ve [mens formal shirts]
• -ve “mens formal shirts”
• +mens +formal +shirts
• -ve [mens formal shirts]
• -ve “mens formal shirts”
• “mens formal shirts”
• -ve [mens formal shirts]
• [mens formal shirts]
• Pros
• Proper keyword match type should trigger ad
• Ad copy can be relevant to the keyword
• No need to ensure the Adrank of exact is higher than broad
• Adjust bids and budgets by match type
• Cons
• More ad groups/campaigns to manage 39

40. #GoogleAds201 @ivantage with @matt_trimmer
Possible structure - bigger budget, larger
advertiser
• Brand campaign
• Highest conversion, highest budget
• Exact match campaign
• Second highest conversion, limited by volume
• Phrase match
• Third highest conversion
• Broad match
• Use the remaining budget
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41. #GoogleAds201 @ivantage with @matt_trimmer
Always use a time-friendly organisational
structure
• Each way organising your account has pros and
cons
• For small accounts, little time
• Multiple match types in Ad Groups is
fi
ne
• Look at your goals, time, technology and budget
• Map out the ways you could organise your account
• Pick the method that achieves goals within your management
time
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Keyword duplicates
• Duplicate keywords compete with each other!
• Keywords with di
ff
erent match types
• Not considered duplicates
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How similar keywords match to search terms
• Multiple keywords within the same ad group
• Use a keyword that matches the search term exactly
• Use an exact match keyword when the keywords are the
same
• Use the keyword that has the highest Ad Rank
• Multiple keywords within multiple ad groups
• Use a keyword that matches the search term exactly, instead
of a keyword that does not
• Use an exact match keyword when the keywords are the
same
• Use the keyword that has the highest Ad Rank
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Lunch time
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Search Ads
• Extended Text Ads (until June 30 2022)
• Now - Responsive Search Ads
• Adapt to device width
• Saves time
• Rotates multiple headlines and descriptions (fewer ads to edit)
• Dynamic location insertion
• Compete in more auctions and match more queries
• More keywords for Google to match to
• Increase Ad group performance
• Due to improved clicks, CTR and conversions
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Responsive Search Ads
• Properties
• 15 Headlines - 3 Shown
• 4 Descriptions - 2 Shown
• Shown in di
ff
erent combinations and orders
• Pin Headlines and Descriptions
• Eg. Disclaimer
• More info
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47. #GoogleAds201 @ivantage with @matt_trimmer
Expanded text ads
• Headline1
• Headline2
• Description
• Display URL
• Domain of Final URL
• Path text
• Final URL
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48. #GoogleAds201 @ivantage with @matt_trimmer
Creating compelling ads
• Highlight USPs
• Include prices, promotions and exclusives
• Empower customers to take action
• Highlight the next step - call to action
• Purchase, call today, browse, sign-up
• Include at least one of your keywords
• Match your ad to your landing page
• Appeal to customers on mobile
• Experiment
• 2-4 ads per Ad groups
• Check rotation options
• Check ad text and landing page mistakes
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Editorial
• See Guidelines
• Style and spelling
• Punctuation and symbols
• Capitalisation
• Repetition
• Unacceptable spacing
• Phone number in ad text
• Misuse of ad features
• Unidenti
fi
ed business
• Business name requirements
• Image quality
• Video quality
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Ad approval process
• All new/modi
fi
ed ads are subject to an approval
process
• Even paused ads
• 1 day turnaround
• Status
• Under review
• Eligible
• Can run on certain pages, might still be disproved
• Approved
• Disproved
• Hover over disproved status for reason
• Governed by Google Ads policies
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Why dynamic keyword insertion?
• Improve ad quality
• Speci
fi
c, thematic ad groups
• Relevant keywords
• Include keywords in your ad text
• Enticing ads
• Calls to action
• AB test ads
• Review performance
• Use relevant extensions
• Improve landing page quality
• Relevant, useful and original content
• Promote transparency and foster trustworthiness
• Make mobile and computer navigation easy
• Be fast
• Decrease your landing page loading time
• Make you site (even more) mobile-friendly
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52. #GoogleAds201 @ivantage with @matt_trimmer
Dynamic keyword insertion
• When you ad groups contain a small number of
similar keywords
• Use dynamic keyword insertion
• {Keyword:Formal Shirts}
• User’s search term inserted
• Formal shirts used if no room for search term
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53. #GoogleAds201 @ivantage with @matt_trimmer
Ad extensions
• Manual
• Call extensions
• Callout extensions
• Lead form extensions
• Location extensions
• Structured snippet extensions
• Sitelink extensions
• Price extensions
• App extensions
• A
ffi
liate location extensions
• Automated
• Seller ratings
• Dynamic sitelink extensions
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54. #GoogleAds201 @ivantage with @matt_trimmer
Ad customisers
• Dynamics keyword insertion’s big sister
• Dynamic text in ads
• Except
fi
nal URL
• Countdown
• Adjusts for time zone
• Global countdown
• No adjustment
• If
• device
• audience (remarketing list)
• More info
• https://goo.gl/3HdR5a 54

55. #GoogleAds201 @ivantage with @matt_trimmer
Ad customisers with an attribute feed
• Feed your ads with a spreadsheet
• Except
fi
nal URL
• Create a feed/spreadsheet
• Use standard attributes
• With attribute types
• https://goo.gl/Ne6sNC
• Add custom attributes
• With attribute types
• Select targeting attributes
• Keyword, match type, ad group, campaign, location or location
restriction
• Load in shared library
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56. #GoogleAds201 @ivantage with @matt_trimmer
Ad variations
• Create multiple ads per ad group
• Decide on your campaign ad delivery settings
• Optimise for clicks
• Expected better performing ads are served
• Based of past and predicted CTR
• Optimise for conversions
• Expected better converting ads are served
• Based of past and predicted CTR
• Defaults to clicks if not enough data
• Rotate evenly
• For 90 days (new ads)
• Then optimises for clicks
• If Target CPA, Target ROAS or Enhanced CPC
• Optimisers for conversions
• Rotate inde
fi
nitely
• You need to review yourself and pause poor ads 56

57. #GoogleAds201 @ivantage with @matt_trimmer
Finding and using compelling landing pages
• Category pages
• Sub-category pages
• Product pages
• Search pages
• Service pages
• What are your best organic pages?
• Use site:mysite.com keyword
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58. #GoogleAds201 @ivantage with @matt_trimmer
Landing page experience
• O
ff
er relevant, useful and original content
• Be speci
fi
c when a user wants a particular thing
• Be general when the user wants options
• Promote transparency and foster
trustworthiness on your site
• Make mobile and computer navigation easy
• Be fast - decrease your landing page loading
time
• Google page speed insights
• https://goo.gl/Y3Hb9m
• Make your site (even more) mobile friendly
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59. #GoogleAds201 @ivantage with @matt_trimmer
Landing page analysis
• Google Analytics > Bounce Rate
• What Google Analytics can’t tell you
• https://goo.gl/57pSKz
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60. #GoogleAds201 @ivantage with @matt_trimmer
Ad group or keyword level landing pages?
• Landing pages (
fi
nal URLs) can be at the
• Ad group level
• keyword level
• Combine with dynamic keyword insertion
• Can improve quality score
• More relevant landing pages
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61. #GoogleAds201 @ivantage with @matt_trimmer
Landing page testing
• Ad testing
• Ad delivery
• Ad landing page testing
• Duplicate ad
• Di
ff
erent landing pages
• A/B testing
• Google Analytics Experiments
• Google Optimise
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62. #GoogleAds201 @ivantage with @matt_trimmer
Campaign drafts and experiments
• Create drafts whenever you plan to make large
scale changes
• Save and resume
• Discard
• Apply
• Convert draft to an experiment
• % of original campaign budget is spent on the experimental
campaign
• Discard or convert
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Break time
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Budgets
• Daily budget at the campaign level
• 30.4 average days in a month
• Daily budget can exceeded by x 2!
• Should even over 30.4
• Over-delivery policy
• Over-delivery credits
• Careful when you change in the month as 30.4 re-triggers
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65. #GoogleAds201 @ivantage with @matt_trimmer
Shared budgets
• Account level across campaigns
• Standard or accelerated ad delivery?
• Accelerated delivery useful when you budget is not being
spent
• Google Ads is holding out for future activity
• Group like campaigns into similar budgets
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66. #GoogleAds201 @ivantage with @matt_trimmer
Bidding
• Manual bid strategies
• Manual CPC bidding
• Enhanced CPC (Smart bidding/AI/ML)
• Automated bid strategies
• Tra
ffi
c focused
• Maximise clicks
• Target Impression Share
• Conversions focused (Google conversion tracking required)
• Maximise conversions (Smart bidding/AI/ML)
• Maximise conversion value (Smart bidding/AI/ML)
• Target CPA (Smart bidding/AI/ML)
• Target ROAS (Smart bidding/AI/ML)
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67. #GoogleAds201 @ivantage with @matt_trimmer
Maximise clicks - tra
ffi
c focused
• Simplest form of bidding
• Focuses on increasing clicks across campaign within target spend or budget
• Set daily budget
• Generally no maximum CPC per bid
• Use when:
• Early in a campaign to get data
• Want tra
ffi
c
• No conversion con
fi
guration
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68. #GoogleAds201 @ivantage with @matt_trimmer
Manual CPC bidding
•Set a maximum cost per click
•Per Ad group (default bid)
•Override with individual keyword bids
•You won’t pay more, often less - auction model
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69. #GoogleAds201 @ivantage with @matt_trimmer
Enhanced CPC - smart bidding, conversion
focused
• Aims to get more conversions from manual CPC bidding
• Adjusts your CPC to help maximise conversions
• Combines smart bidding with manual bidding
• Looks for auctions that are more likely to lead to
conversions
• Raises your max CPC bid to compete harder by 30% (now uncapped)
• Lowers your max CPC bid if it looks likely not to convert by -100%
• Tries to keep average CPC below max CPC overtime
• Can increase conversions while maintaining/lowering cost
per conversion
• Available
• Optional feature on Manual CPC bidding
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Target impression share - tra
ffi
c/competitor
focused
• Great for branded terms
• Bid adjustments not taken into account
• Except -100% mobile
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71. #GoogleAds201 @ivantage with @matt_trimmer
Smart bid strategies - conversion focused
• Maximise conversions
• Optional target cost action
• Bid adjustments not taken into account
• Except -100% mobile
• Maximise conversion value
• Optional target ROAS
• Bid adjustments not taken into account
• Except -100% mobile
• Target CPA
• Specify a Cost per Acquisition
• Non-device bid adjustments are ignored
• Target ROAS
• Specify a Return on Advertising Spend
• Non-device bid adjustments are ignored 71

72. #GoogleAds201 @ivantage with @matt_trimmer
Target ROAS
• Target Return on Advertising Spend
• Need 50 conversions in past 30 days
• Tries to achieve and average ROAS
• Target your average ROAS
• £5.00 sales / £1.00 ad spend = 500% ROAS
• Budget key
72

73. #GoogleAds201 @ivantage with @matt_trimmer
Target CPA
• Target Cost per Acquisition (sale or lead)
• Need 30 conversions in past 30 days
• Tries to achieve and average CPA
• Target your average CPA
• per sale
• per lead
• Budget key
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74. #GoogleAds201 @ivantage with @matt_trimmer
Applying bid strategies
• Standard strategies
• Applied to a single campaign
• Portfolio strategies
• All automated bidding strategies
• Applied across multiple campaigns, ad groups and keywords
• Stored in your shared library
74

75. #GoogleAds201 @ivantage with @matt_trimmer
Tracking website conversions
• At the point of success
• A JavaScript tag needs to
fi
re (provided by Google)
• May record a value
• Needs to be programmed if variable
• Count - click to conversion ratio
• Conversion window
• Attribution model
• Time decay is good one
• Conversion tag controls automated bidding for
• All smart bidding
75

76. #GoogleAds201 @ivantage with @matt_trimmer
Importing goals/transactions from Google
Analytics
• Goals
• E-commerce transactions
• Connect accounts
• Enable auto-tagging
• Import goals/e-commerce
• More info
76

77. #GoogleAds201 @ivantage with @matt_trimmer
Enabling conversions, reporting and bidding
• Set a conversion for every campaign
• Share with Conversion Action Sets
• Con
fi
gure conversion behaviour
• Ensure you don’t have duplicate conversions
• Conversion tracking and Google Analytics enabled
• Optimising for twice the revenue/conversions
• Use conversions columns for reporting
• Now you can use smart bidding:
• Enhanced CPC
• Maximise conversions
• Maximise conversion value
• Target CPA
• Target ROAS 77

78. #GoogleAds201 @ivantage with @matt_trimmer
Tracking call conversions
• Calls from ads
• To your actual number
• Using call extensions
• Call only ads
• Calls to a phone number on you site
• Code inserts a Google forwarded number on your site when your ad is clicked
• Your normal number is displayed when the sessions is not ad related
• Clicks on a number on your mobile site
• Code which measures clicks on numbers on your site
• Import conversions as a result of calls
• Number, start time, type, value and currency
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79. #GoogleAdWords201 @ivantage with @matt_trimmer
Dynamic search ads
• Google Ads, automated
• Needs a content-rich, structured website
• Not recommend for frequently changing websites
• Fills the gap between a structured campaign and automation
• Target pages of your site or whole site
• Pages indexed by Google
• Categories are suggested
• Page patterns based on URLs, titles, keywords, custom labels from page feed
• Feed of pages
• Blend of these
• Create a campaign
• Headline, Display URL, Final URL are dynamically selected
• You create description
• Set auto-targets
• Set bids and bid strategy
• Set exclusions
• Web pages
• Google searches - negative keywords
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80. #GoogleAds201 @ivantage with @matt_trimmer
Dynamic search ads and performance
• Ranked the same as manual ads
• max CPC x Quality Score
• Search terms report
• Auto-targets
• Keywords and categories triggering your ad
• Set negatives
• Can use account’s ad extensions
80

81. #GoogleAdWords201 @ivantage with @matt_trimmer
Automated rules
• Perform tasks
• When you are not around
• Or that are repetitive
• Common uses
• Enable and pause ads - at midnight for a sale
81

82. #GoogleAds201 @ivantage with @matt_trimmer
Using labels
• Label
• Accounts
• Campaigns
• Ad Groups
• Ads
• Keywords
• Organise you account away from Google de
fi
ned
structure
• Labels and not inherited
• Keywords don’t take on ad groups label
• More info
• https://goo.gl/vMHqx5
82

83. #GoogleAds201 @ivantage with @matt_trimmer
Tracking templates and custom parameters
• Google Ads uses “vanilla” URLS
• Appends GCLID parameters with auto-tagging
• Best option for Google Analytics integration and analysis
• You can use manual campaign (UTM values)
tracking URLs
• Override GCLID parameters in property settings
• Tracking template
• Appends to your Final URL
• Normally for bid management systems
• Value track parameters
83

84. #GoogleAds201 @ivantage with @matt_trimmer
Using value track parameters
• Need additional tracking that Google Analytics
can’t provide
• Maybe you don’t use Google Analytics
• Value track
• Like dynamic keyword insertion for
fi
nal URLs
• Parameters
• https://goo.gl/f41CHw
• Examples
• https://goo.gl/k9pwdf
84

85. #GoogleAds201 @ivantage with @matt_trimmer
The Google Ads Editor
• Free Google Application for Google Ads
Management
• Useful for larger accounts
• Saves time
• Make changes o
ff
-line
• Import & ex[pr
• Download and edit
• Upload and change
85

86. #GoogleAds201 @ivantage with @matt_trimmer
Your 201 action plan
• What actions do you need to take on your account?
• Quality score
• Impression share
• How could you improve your keyword bank?
• Keyword research
• Keyword pruning
• Adding additional
• Negatives
• Multiple match types
• How can you improve your ad and landing page experience?
• Dynamic keyword insertion
• Landing page analysis
• A/B and or Multivariate testing
• How can you move to automated bidding?
• Shared budgets
• Conversion bidding
• Any further automation tools you might use?
• Google Ads Editor
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87. #GoogleAds201 @ivantage with @matt_trimmer
Feedback please
• www.ivantage.co.uk/feedback
87