adwords - how it works - bold internet

AdWords Overview

● Started in 2000

● Pay per Click (PPC) advertising

● You set budget

● You control maximum prepared to pay

● Totally trackable

●Accounts for the majority of Google’s

revenue...

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Overview of Google AdWords


Basic Terminology

●Account

●Campaign

●Ad groups

●Impressions

●Clicks

●Click through Rate

●Cost per Click

●Conversions

●Keywords...


Basic Terminology

●Account

●Campaign

●Ad groups

●Impressions

●Clicks


●Cost per Click

●Conversions

●Keywords...


Associated with billing,

account access and

linking to other Google

services, e.g. Analytics

Basic Terminology

●Account

●Campaign

●Ad groups

●Impressions

●Clicks


●Cost per Click

●Conversions

●Keywords...


Sets budget, scheduling

and geo-targeting

Basic Terminology

●Account

●Campaign

●Ad groups

●Impressions

●Clicks


●Cost per Click

●Conversions

●Keywords...


Made up of adverts and

keywords to target a

specific topic, e.g.

product or service

Basic Terminology

●Account

●Campaign

●Ad groups

●Impressions

●Clicks


●Cost per Click

●Conversions

●Keywords...


The number of times

your advert is displayed

Basic Terminology

●Account

●Campaign

●Ad groups

●Impressions

●Clicks


●Cost per Click

●Conversions

●Keywords...


Clicks achieved on your

advert, i.e. visits to your

website

Basic Terminology

●Account

●Campaign

●Ad groups

●Impressions

●Clicks


●Cost per Click

●Conversions

●Keywords...


CTR is the number of

clicks that your ad

receives divided by the

number of times your ad

is shown expressed as a

percentage

Basic Terminology

●Account

●Campaign

●Ad groups

●Impressions

●Clicks


●Cost per Click

●Conversions

●Keywords...


CPC – The amount you

pay Google!

Default and Actual can

differ

Basic Terminology

●Account

●Campaign

●Ad groups

●Impressions

●Clicks


●Cost per Click

●Conversions

●Keywords...


The number of

occurrences for your

desired action, e.g.

checkout, sign-up or

enquiry

Basic Terminology

●Account

●Campaign

●Ad groups

●Impressions

●Clicks


●Cost per Click

●Conversions

●Keywords...


Requires thorough

understanding!

Keywords

● No keyword research often leads to poor

campaigns

● Not understanding keyword match types

will definitely lead to poor campaigns!○ Broad

●Modified Broad

○ Phrase

○ Exact

○ Negative...


Keywords


campaigns



●Modified Broad

○ Phrase

○ Exact

○ Negative...


Keywords can appear in any order

as well as alternatives such as

misspellings and synonyms

Keywords


campaigns



●Modified Broad

○ Phrase

○ Exact

○ Negative...


Pre-fix keywords with a plus sign

(+) that synonyms not used.

Stemming, singular/plural,

misspellings still possible though

Keywords


campaigns



●Modified Broad

○ Phrase

○ Exact

○ Negative...


Keywords must appear in order but

can also be part of a longer search

string

Keywords


campaigns



●Modified Broad

○ Phrase

○ Exact

○ Negative...


As the name suggests, i.e. only a

search query that matches the

keyword you are bidding on will

trigger adverts

Keywords


campaigns



●Modified Broad

○ Phrase

○ Exact

○ Negatives...


Use to stop adverts from

displaying for irrelevant search

queries...

Negative Keywords

● Added to campaign, ad group or shared

library

● Often underused but powerful way to

improve performance

● Keyword research good way to find●AdWords search terms report

●Google Analytics

●Keyword research websites, e.g. ubersuggest.org

●The right software helps...


printers

November 2015

Be careful what

you bid on!

50k-100k

cookies per week

www.youandyourwedding.co.uk/planning/stationery/

Display Targeting

Display Targeting

Lots of targeting options that can

be used in isolation or layered

Google AdWords Tips

●Use conversion tracking● AdWords or Analytics

●Keep Search & Display campaigns separate

● Start with Search, expand into Display

●Direct visitors to most relevant landing page● Relevancy wins

●Understand keyword match types● Don’t go live without understanding differences

● Make use of negative keywords!



Any Questions?

Get in touch!

www.boldinternet.co.uk/contact/

www.boldinternet.co.uk/contact/

adwords - how it works - bold internet

Marketing