1. Workshop
Marketing on the Internet
FE257 – The Paul Merage School of Business, UC Irvine
Saurabh Bhambry - Jan 25, 2013
MBA Class of 2013 | sbhambry@uci.edu
2. Agenda
• Google AdWords - Overview
• Google AdWords In action
– In Practice (use cases)
– Fundamentals
• Advanced Concepts
• Google AdWords – Hands-on
• Q&A
3. Major Ad networks
Google AdWords Microsoft Ad Center Facebook Ads
Yahoo
3.5% 1.8% Google Sites
Microsoft
12.2% Sites
Sep’2012 Yahoo Sites
15.9%
% Search Share
66.7% Ask Network
Source: ComScore.com
AOL, Inc.
Google Adwords –
Overview Adwords In Action Advanced Concepts Q& A
Hands-on
4. What is AdWords ?
Its Google’s online advertising platform that can
help you drive interested people who are searching
on Google for specific information, service or
product to your Website.
AdWords is for Advertisers
AdSense is for Publishers
Google Adwords –
Overview Adwords In Action Advanced Concepts Q& A
Hands-on
5. Google Ad Formats
Search Ads Display Ads
Text Ads Image Ads Video Ads
Its advisable to start with Search Ads
Google Adwords –
Overview Adwords In Action Advanced Concepts Q& A
Hands-on
6. How Google ADwords works?
Product/Service Advertisement Landing Page
Keywords
Shoes for men
Running Shoes
Men’s Formal Shoes
Women’s Shoes
Google Adwords –
Overview Adwords In Action Advanced Concepts Q& A
Hands-on
7. Benefits
• No Minimum budget
• Extremely Targeted
• Highly Flexible – Start & Stop at will
• Can be measured/monitored
Google Adwords –
Overview Adwords In Action Advanced Concepts Q& A
Hands-on
8. AdWords – In Practice
Google AdWords –
Overview AdWords In Action Advanced Concepts Q& A
Hands-on
9. Google AdWords - Fundamentals
Anatomy of Search Engine Results Page (SERP)
Text Ads
Ads – shaded
area
Organic Search
Result
Google Adwords –
Overview Adwords In Action Advanced Concepts Q& A
Hands-on
10. Text Ad Components
Advertise with Google Headline
adwords.google.com Display URL
Want fast results? Description
Create your ad campaign today!
• Headline – Consider including keywords, Can’t be more 25 characters long
• Display URL – Can be different from the destination URL
Can be enhanced with website links
• Long Display URL – Limit of 35 characters
• Description – Can’t be more than 35 characters long
Google Adwords –
Overview Adwords In Action Advanced Concepts Q& A
Hands-on
11. Ad Positions
Based on Ad Rank in auction
Ad Rank depends on
1. Bid
2. Quality Score
Google Adwords –
Overview Adwords In Action Advanced Concepts Q& A
Hands-on
12. Keyword targeting
Selecting the right Keywords
#1 Two-three words long
Strike the balance between too generic & too specific
#2 Use Negative keywords for improved ROI
Negative Keywords – keywords for which you don’t want to show ads
#3 Remember – Google assigns ads Quality Scores
Low Quality Score may result in poor ad placement and high price
Google Adwords –
Overview Adwords In Action Advanced Concepts Q& A
Hands-on
13. Keyword targeting
Keywords matching options
Use this match With this To trigger your ad Example
type... punctuation... on...
broad match none synonyms, related adopt kittens chicago
searches, and other
relevant variations
broad match +keyword close variations but +adopt +kittens
modifier not synonyms or +chicago
related searches
phrase match "keyword" a phrase and close "adopt kittens"
variations of that chicago
phrase
exact match [keyword] an exact term and [adopt kittens
close variations of chicago]
that exact term
negative match -keyword searches without the -puppies
term
Google Adwords –
Overview Adwords In Action Advanced Concepts Q& A
Hands-on
15. Budgets & Bidding
The concept of Ad Auction
1. The search: 2. Ads are whittled 3. Ads whittled even more:
down:
Joe searches for From that set of matching
The AdWords system
"pizza delivery," ads, the system ignores any
finds all ads whose
stomach growling in that aren't eligible, like ads
keywords match that
the background that target a different
phrase "pizza delivery"
country or are disapproved.
closely enough.
4. Ads are ordered: 5. Ads appear! 6. Repeat the process:
The remaining ads are
Every time someone hankers for a
shown, ordered on the Joe sees relevant ads
pizza and does a search, the
page based on a appear and orders
whole auction process starts again
combination of bid the pizza of his
with potentially different results
amount and quality (we dreams.
each time, depending on the
call that formula Ad
competition at that moment.
Rank).
Images Source: Google AdWords website
Google Adwords –
Overview Adwords In Action Advanced Concepts Q& A
Hands-on
16. Monitoring Ads
What to measure ?
Impressions, Clicks and Click Through Rate (CTR)
CTR = Clicks/Impressions
CTR > 1% is good
Keep an Eye on Keywords to achieve it.
Google Adwords –
Overview Adwords In Action Advanced Concepts Q& A
Hands-on
17. Campaign ROI
How to decide which ad campaign is performing
better?
Measuring ROI = Profit/ Cost
Campaigns Impressions Clicks CTR Avg. Max CPC Cost
#1 Running 10,0000 250 2.5% $1 $ 250
Shoes
#2 Tennis 10,000 500 5% $ 0.5 $ 250
Shoes
Conversions Conversion Cost per Profit per ROI
Rate Conversion Conversion
10 4% $ 25 $ 50 200%
30 6% $ 8.3 $ 10 120%
Google Adwords –
Overview Adwords In Action Advanced Concepts Q& A
Hands-on
18. Google AdWords Tools
Keyword External Tool
Tool for choosing effective keywords
Google Adwords –
Overview Adwords In Action Advanced Concepts Q& A
Hands-on
19. Setting up an Ad campaign
Choosing Ad Campaign type:
#1 Choose network on which you want to display the Ad
Search & Display
Search Only
Display Only
# 2 Choose sub-campaign type
Search & Display Network – Standard & All Features
Search Only – Standard, Product Listing Ads, All features
Display Only – All Features, Mobile Apps, Remarketing
Google Adwords –
Overview Adwords In Action Advanced Concepts Q& A
Hands-on
20. Campaign Structure
Images Source: Google AdWords website
Google Adwords –
Overview Adwords In Action Advanced Concepts Q& A
Hands-on
21. Workshop Overview
Hands-On demo :
a) New Campaign set-up
b) Ad groups set-up
c) Creating text-ad
d) Ad approvals
e) Campaign settings
Google Adwords –
Overview Adwords In Action Advanced Concepts Q& A
Hands-on
22. Thank You
Questions ?
Google Adwords –
Overview Adwords In Action Advanced Concepts Q& A
Hands-on
Editor's Notes
Additional Ad formats: Mobile Ads, Product Listing Ads – Form of Display or Image Ads but available in few countries onlyNew feature: Ad extensions
http://www.youtube.com/watch?v=WqHpm7OLWWY
Concept of Ad Auction covered later in the presentation
For Now Quality Score – basically scores how relevant the Ad is to the user
CPM bidding is similar to CPC manual bidding . Its only available for the following campaigns: “Display Network” – all features and “Display Network ” – RetargetingCPA bidding is suited for intermediate and advanced AdWords users.Your campaign must meet a few requirements in order to be eligible to use CPA bidding:You have conversion tracking enabled.Your campaign has received at least 15 conversions in the last 30 days. The AdWords system requires this conversion history in order to make accurate predictions about your future conversion rate.Your campaign has been receiving conversions at a similar rate for at least a few days.
Traffic Estimator ToolKeyword Analysis ToolAccount management tools help you view, edit, and update your account efficiently.Keyword tools provide resources for choosing effective keywords.Placement refinement tools enable you to optimize where your ad appears.Bid and budget management tools help you make the most of your advertising budget, either by saving you time or providing insight into what you should bid for your advertising.Ad creation tools enable you to create customized ads to promote your business.Troubleshooting tools help you figure out how to solve issues that come up in your account. For example, using the disapproved ads filter helps you quickly find and update ads that aren't running for policy reasons.
Search and Display NetworksYour ad will show on the Google Search Network, which includes Google Search, Shopping, Maps, and search sites that partner with Google, like AOL, and the Google Display Network, which includes sites and apps that partner with Google as well as Google sites like Gmail, YouTube, Blogger, and Google Finance. This is a good choice if you want your ads to reach the widest set of possible customers.Search Network onlyYour ad will show on Google search sites, including Google Search, Shopping, Maps, Images, and Groups, as well as sites that partner with Google, like AOL.Display Network onlyYour ad will show on Google's network of partner websites, as well as on Google sites like Gmail, YouTube, Blogger, and Google Finance.
Your ad campaign has its own budget and settings that determine where your ads appear.Your ad group contains a set of similar ads and the words and phrases, known as Keywords, that you want to trigger your ads to show.
