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.
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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. 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
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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. Confidential & Proprietary
Be Top of Mind
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“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
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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
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be there when they are looking
to be educated, entertained,
and inspired
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The Google AdWords solution
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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
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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
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
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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. 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
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. 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. Confidential & Proprietary
Optimization #1 - Bid
- Estimated first page bid
- Bid strategies - enhanced CPC
- Search impression share
- Search loss IS (rank)
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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. 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. 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
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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
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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. 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
