I delve into the Basics of Search Theory, the evolution of the Search Industry. How the Google Adwords Program evolved. I explain about the Google Adwords Account Structure. How Keywords are to be chosen. The Different Types of Keywords. How to use a combination of Positive and Negative Keywords. I have used "Advanced Google Keywords" by Brad Geddes as the basic source.
1. Online Advertising
Various forms:
Contextual Advertisements on SE results pages
Banner Ads
Rich Media Ads
Social Network Advertising
Interstitial Advertising
Online Classified Advertising
Advertising Networks
E-Mail Marketing
2. Google Adsense
• Ad serving application
• Website owners enrol to enable ads
• Adminstered by Google
• PPC or PPI
• Expected revenue> $ 9 Bill
3. Adsense-How it Works
• Ads served on basis of:
• Website Content
• User’s Geographical location
4. Why Adsense is preferred?
• Less intrusive
• Content more relevant
• Ad revenue for small websites
5. Google Adsense…the commercials
• Advertiser submits sealed bid
• Additionally, for every click received ,
advertiser pays one-bid increment over
second-highest bidder
6. Google Adwords Program
• Google’s flagship advertising product
• Main source of Revenue
• Ad Rev: $ 23 Bill
12. Actions in the Search Industry
• 2001: GoTo.com awarded patent
• Oct 2001: Renamed Overture
• April 2002: Overture sues Google for
infringement
• 2003: Overture acquired by Google
• Google settles with Yahoo
18. The Impact
• Level Playing Field
• Price no longer trumped relevancy
• More relevant ads
• The Art of Keyword Research
19. The Psychology of Search
• SEs not meant to browse the Web
• iGoogle
• StumpleUpon
• Digg
20. Who uses a SE
• Specific Piece of Information
• Answer to a Question
21. The Mind of the Customer
• We think differently
• We ask questions differently
• Delve into various ways people think and ask
questions
• Choosing Keywords carfully
22. How people ask questions? Is my website the answer to his
questions?
Web Content Strategy
24. From Concept to Words
•The Actual Question…..Abridged Version
•The answer to the question
•A description of the Problem
•A symptom of the problem
•A description of the cause
•Product Parts or Brand Names
25. Searches are thought Processes
• Essential to consider all ways someone can
search for your products
• Understanding Query
26. Understanding Search Results
• Expectation Setting
• Role of Ad in Search Process
• Relevance
• Need for only “engaged” visitors
27. The Purpose of Ad Copy
• Quick Scan…are results upto expectations?
• Need to stand out
• Compelling enough to click
28. Guidelines for Ad Copy
• Only 95 characters
• Headlines that draws attention
• Why you have answers to their question
• Faithful to your products and services
29. 5 Tips for Web Headlines
• Include your paid keyword
• Don’t sound like an Ad
• Highlight benefits rather than features
• Make headlines look easy to read
• Use Google Website Optimizer
30. Purpose of Ad Copy
• You hold the key to their question
• Website will contain the answer
31. The Importance of Expectations
• Preconceived Notions before search
• Ad Copy sets expectations
• Landing Page must meet expectations
32. Landing Pages Leads to New Customers
• Rarely the Home Page
• Page most logically related to search query
• Most searchers don’t know your website
• Must be an extension of Ad Copy
33. Ad Copy and Landing Page
• Ad Copy: Informs searcher what they would
find
• LP: should continue the conversation …assist
in finding answer
34. What should the landing page contain?
•Answer to their question
•Instructions to get the answer to their
question
35. The Criticality of the Landing Page
• Bad LP: Wasted Advertising Expenditure
• Good LP: Converts shoppers into buyers
36. How is a Web Buyer Different?
• Search Process is driven by giving someone
the correct information at the correct time
• Affects every step
37. Ads Should Lead Searchers to Answers
• Searcher queries…
• “Plasma TV Features”
38. Two Ads
• Ad 1
• “Plasma TV.Massive New TV offerings. Visit us to
buy your new TV”
• Ad 2
• Compare Plasma TV features. Find a new plasma
TV that fits your lifestyle and budget.
39. Guideline for Ad Copy
• Need to reflect query
• Recognize where a searcher is in the buying
cycle
40. Advertising is welcome
• Part of the Information Gathering Phase
• Need to align with the search process
• Helps customers find answers
• Helps business make sales
41. Goal Alignment: Google vs Advertiser vs The Searcher
• Three Different Entities
• Each trying to achieve their Goals
42. Google’s Goals
• Searcher should come back again and again
• More chances to make money
• Wants searchers to get answers quickly, easily
and on a Google Property
43. Advertiser’s Goals
• Show ad related to their product
• Show an ad related to the searcher’s query
• Wants to control
52. Take a look at Account Structure
Campaign
Should focus on specific product range/area
of business
Ad Group
Focus on subcategory
53. Structuring your Google Adwords Accounts
What campaigns?
What ad groups?
Structure of Website should be
reflected
54. Account for www.flipkart.com
Books Movies,Music and Mobiles and
Games Accessories
Campaign 1: Books
Ad Group 1: Business
Ad Group 2 : Literature
Ad Group 3: Cooking, Food and Wines
55. Choosing the right keywords
Reach the right customers
Each Ad Group: Tightly themed keywords
Keywords for Ad Group with theme of books on
Cooking, Food and Wines…..
Baking
Herbs
Ingredients
Meals
Snacks
Desserts….
57. 3 Step Approach to selecting Keywords
Step 1
List all relevant keywords for a ad campaign
Campaign: Books
Each Ad Group: A type of books
Books, textbooks, fiction, authors, meal, cheap books, school, money,
University, stockmarket, cooking , Charles Dickens, best books, leadership,
management, ingredients,Tolstoy, humour, Shakespeare, John Grisham,
best books
58. Step 2
Split keywords into themed ad groups with relevant ad
texts
Ad Group 1: Business Ad Group 2: Literature Ad Group 3: Cooking,Food and
Wines
Business Books Literature Cooking Food N Wines
Sale Now On. Wide variety of Sale Now on. The Authors you Sale Now on. The Best CooKing
Authors and Bestsellers.Buy Now. always wanted to read.Buy Now. Guides.Buy Now
Flipkart.com/Business Flipkart.com/Literature
Flipkart.com/CookingFoodNWines
Keywords: Keywords:Shakespeare,John Keywords: Meal,cooking,ingredients
money,stockmarket,leadership, Grisham, Charles Dickens
Management Tolstoy -Delivered Free
- Delivered Free -Delivered Free
59. Step 3: Review and Refine
“Books,Authors”: Too Generic
Don’t use same keyword in multiple ad groups in same campaign
Negative keywords: Delivered Free
“Cheap Books,best books”: Not specific enough
60. Tips for choosing the right Keywords
Think like a customer
Match your keywords to your ad text
Use Google Adwords Keyword Tool
Review Keywords regularly
Use negative keywords
61. Write Ads to get the customers start clicking
Test your messaging
Write 3/4 variations of the same ad text in
each ad group
Same keywords
Adwords rotates the ads at no extra costs
62. Three Variations…same ad group…same keywords
Business Books Best Business Books Cheapest Business
Books
Drucker,Prahlad…All here… All the New York Times Bestselling
Books Widest Choice,Call now
Deliveries in 2 Days anywhere in India
Pay Cash on Delivery Flipkart.com/Business
Flipkart.com/Business
Flipkart.com/Business
Same Keywords: Money,
Stockmarket,Leadership,Management
63. Test your Ad Message
Allow these variations to run for a while
Check clicks
Ads with highest CTRs: most relevant
64. Tips for writing targeted ads
Use your keywords in your ad
Include special offers,USPs,prices
Use strong call-to-action
Direct users to that page on the
website that is most relevant to you
ad
83. How do Consumers Flow through Buying
Funnel
•Different for every business
•No Time Limit
•Skipping Phases
84. Buying Phase and Keywords
•Each Keyword : At least one Phase
•Ambigous? : Test Different Landing Pages
•Examine Keywords
•Need to engage
•Need Both click and conversion
92. Keywords based on Product
Names/Part Numbers
•
•Apple iPhone 4 GS
•Nikon D-3000 SLR
•Inspiron 15 R Laptop
93. Keyword based on Informational Query
•
• What career do I pursue after Graduation?
• Where to visit for my winter holidays?
• How to click photographs on a mobile phone?
130. Negative Broad Match
•Ad Not Shown if word is anywhere within search
query
• Does not match to misspellings or plurals
• Multiple words allowed
• Order does Not Matter
131. Negative Keyword= Shop
Search Term Ad
Displayed/NotDisplayed
Furniture Shop ND
Shop in Chandigarh ND
Furniture Shops D
Furniture Shops in D
Chandigarh
132. Negative Keyword=Furniture Shop
Search Term Ads Displayed/Not
Displayed
Cane Furniture Shop ND
Furniture Shop in ND
Hyderabad
Furniture Shops D
Furnitur Shops D
Shop Furniture ND
Shop Steel Furniture ND
Shop for Steel Furniture ND
Shop for Steel Furnitures ND
133. Negative Phrase Match
•In the Exact order
•Additional words allowed allowed before/after
•Does Not Match Misspellings/ Plurals
134. Negative Phrase Match=Furniture Shop
Search Term Displayed/Not
Dispalyed
Cane Furniture Shop ND
Furniture Shop in ND
Hyderabad
Furniture Shops D
Furnitur Shops D
Shop Furniture D
Shop Steel Furniture D
Shop for Steel D
Furniture
136. Negative Exact Match =Furniture Shop
Search Term Display/Not Display
Furniture Shop ND
Shop Furniture D
Furniture Shops D
Shop Furniture D
Furnitur Shop D
137. Negative and Positive Keywords Together
•First Determine when you want your ad to Show
•Any Variations when you do not want Ad to be displayed
•Positive and Negative Keyword
•Match Type
138. Search Query Reports
Keyword Ad Search Search Cost/conv
Number Group Query Query ersion
Match
Type
1 Home Furniture Phrase $ 4.0
Forniture Shop
2 Home Steel Broad $ 3.50
Furniture Furniture
Shops
3 Home Buy Broad $ 5.0
Furniture Almirah
4 Home Dining Exact $4.50
Furniture Table
5. Home Buy Broad $16
Furniture Computer
Table
139. Expand your reach
Content Network
Tightly themed campaign
Review Performance: “Networks” and
“Show Details”
143. Google Analytics
Free Website Analysis Tool
How people found your site?
How they expolred it?
What actions they took?
144. Google Adwords Program
• PPC advertisements
• Site-targeted advertising: Text/banner/rich-
media ads
• Local,national and international distribution