Day 1 - Introduction to Google Adwords

October 4, 2014

The Campaign

Google Adwords Fundamentals

The Ad Group

Google Adwords Fundamentals

The Keywords

Google Adwords Fundamentals

Impressions – the number of times the keyword triggered an ad to display

Clicks – number of times when someone clicked on the ad triggered by a keyword

Avg CPC – the average cost an advertiser pays per click

Converted Clicks – number of conversions based on advertiser’s campaign goals

Cost / Converted Clicks – this will help you gauge if the campaign is profitable or not

Primary Keyword Metrics to Use

Quality Score – Google’s way of grading keywords

Click Conversion Rate – the percentage of conversions over clicks. There are standards for certain campaigns

CTR – the percentage of clicks over impressions. Just like conversion rate, there are standards for campaigns.

Secondary Keyword Metrics

CTR – this will tell you if your ad copies are relevant to your keywords

Converted Clicks – just like in keywords this will tell you if your ad copies are effective

Click Conversion Rate – this will tell you if the clicks you’re getting from your ads are relevant to the business

Both of the above metrics are very useful in split testing of ad copies

Ads Metrics to Watch

Perform a thorough keyword research Group keywords by themes as tight as

possible (3 to 6 per group). Test the relevance of the grouped keywords

by creating ad copies. If you can’t use all the keywords in one or two ad copies, re-group the keywords.

Compare keyword groups with the website structure for possible landing pages.

Structuring a Campaign

Google Adwords Keyword Planner – a free tool that gives you ideas about related keywords, CPC and competitiveness of each keyword

SEMrush – a paid tool that gives you access to data about keywords and what your competitors are doing like the keywords they are bidding on and the ad copies they are using. There’s a free but limited version.

Tools for Keyword Research

Actual use/demo of tools

Group Activities