google search marketing optimization

8/3/2019 Google Search Marketing Optimization

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Instruction Manual or the Search hero

Utility Belt

Your indispensable guide to saving time with thenew AdWords interace and gaining valuableinsights with Google’s search advertising tools

Google AdWords



Contents

Introducing the new search hero marketer 1Be 40% more ecient with the new AdWords interace 3

Manage existing AdWords campaigns 4

Analyse trends using the perormance graph 5Use the keywords tab to fnd data ast 6

Bid changes are now easier 7

Work with new AdWords campaigns 8

Use Insights or Search to analyse search trends 9Research impression levels using the Keyword Tool 10

Optimise AdWords campaigns 11Generate keywords using the Search-based Keyword Tool 12Refne keyword lists with the Search Query Report 13Use flters to identiy high potential keywords 14Deliver strong content network results 15



- 1 -

Introducing the new search hero marketer

The internet revolution means the new marketers o today can view JohnWanamaker’s musing as humorously anachronistic.

Perhaps ironically, you – the new marketer o today – sit atop a mountaino data. You know the return o every pound you spend. You know whichadvertising messages work and which don’t. You know which page layoutwill lead to the most sales. You need to be a search hero to understand all the

inormation and apply it in the right way.

The new AdWords interace and ree Google tools, such as Insights or Searchand the Search-Based Keyword Tool have been created to help you be asearch hero. You can achieve more in less time and mine that mountain odata with ease. Together, these tools make up your Search Hero Utility Belt!

This booklet shows you how to use the new interace and Google’s reesearch advertising tools. We think you’ll fnd the tools and improvements toAdWords invaluable; your eedback has shaped them.

— The Google AdWords Team

“Hal he money I spend on adverising is wased,and he problem is I do no know which hal.”

– John Wanamaker, entrepreneur, 1838-1922



- 2 -

Tha’s because I wear my Search Hero Uiliy Belwhen I manage my online adverising campaigns. In his bookle

I will ell you how o be more ecien…be smarer…be a search hero!”

“A nigh I live a prety mundane exisence,bu during he day I become…

The Keyword Kid!



- 3 -

Be 40% more efcient with the new AdWords interace

See where ads are appearing on the

content network, account wide

Detect any spikes in clicks in a

campaign over the last month

Identiy all keywords in your accountthat had 3 or ewer impressions last

month

View perormance data or search

queries or your campaign whichtriggered an ad and add a negative

keyword rom the result

Lower the bid o any keyword

Change a campaign budget

Add two keywords to an ad group and

make them exact match and set a bid

TOTAL

Number o clicksusing the previous

AdWords interace

Number o clicksusing the new

AdWords interace

New AdWordsinterace is more

efcient by…Task

7

7

13

11

6

4

6

2

3

7

7

4

3

5

71%

57%

46%

36%

33%

25%

16%

40%

Source: internal Google study, February 2009. All new AdWords interace tasks measure rom the starting point ‘All

online campaigns’. All previous AdWords interace tasks measured rom the starting point ‘Campaign Summary’.



- 4 -

Manage existingAdWords campaigns



- 5 -

“It’s Monday morning! Has my important campaign delivereda consistent level o impressions over the weekend? I nd the rightcampaign quickly using the ree navigaion on the let hand side.”

“I glance at the perormance graph in the centre o thepage. The level o impressions is what I would expect.

But what’s happening to the CTR? It’s dipping!”

Tree navigation or quick accessto campaigns and ad groups

Compare two metrics on the perormancegraph across a single date range

Analyse trends using the perormance graph



- 6 -

“But why?! I click the Keywords ab because I want to see my best-perorming keywords. Instantly, I nd them without having to pull areport or dig around several ad groups in the campaign, thanks to a

new eature called roll-up abs. One o my best-perorming keywords -“usb drive” - is in a lower position than on Friday…!”

Use the keywords tab to fnd data ast

View roll-up tabs or all campaigns,ad groups, keywords and ads



- 7 -

“Outbid by a competitor! But I’m still within my CPA target, so I canbid more. I increase my bid to reclaim top position. It’s quick and easy

using in-line ediing; I click the current bid, type in the change thenhit ‘Save’. I increase the daily budget or the campaign in the same

way. I’ve been able to troubleshoot the problem and x it in seconds.”

Bid changes are now easier

Make changes by clicking directlyinto any editable feld



- 8 -

Work with

new AdWordscampaigns



- 9 -

“I’m planning a new campaign or a hotel in Barcelona. When shouldI spend the advertising budget? My gut eeling is that hotel demandwill peak in the summer. I use Google Insighs or Search to check.”

Use Insights or Search to analyse search trends

“Surprising! The spikein search volumes

occurs in January.”

“I need to build a keyword list quickly!Insights or Search shows the top relatedand rising queries to give me a head start.”

Google Insights or Search (data available or over 40 countries): 8google.com/insights/search



- 10 -

“I use a number o ways to generate keyword lists,

including the Google AdWords Keyword Tool which nowshows the previous month’s search volume by keyword.”

“A recent campaign or this hotel had a CTR o 2%. Theaverage search volume is 246,000 or ‘barcelona hotels’.So, I may receive 4,920 clicks. I use the est. average CPC

to calculate the monthly budget: £17,810.”

Research impression levels using the Keyword Tool

A bar indicates advertiser

competition on a given keyword

View the previous

month’s search volume

View the average

search volume

Google AdWords Keyword Tool:8http://adwords.google.co.uk/select/KeywordToolExternal



- 11 -

Optimise AdWords

campaigns



- 12 -

“A new Italian ood campaign is not delivering enough impressions.How do I up the ante? By adding more keywords o course, but I want

to avoid adding keywords that won’t be searched or. The Search-Based Keyword Tool is a search hero’s riend. I give it the URL o thewebsite. It gives me back a list o new keyword suggestions based on

actual searches made by Google users. Cool.”

Generate keywords using the Search-basedKeyword Tool

Keywords are grouped

and categorised bytype and brand

It knows which keywords are

in your account already andgenerates additional suggestions!

Identifes which page rom the website

the keyword is relevant to; use theseas keyword-level landing pages.

Ad share is the requency with which an ad or your website

appeared or a given query likely due to broad match terms inyour account. Search share is the requency with which your site

appeared in the frst page o search results or the query.

Search-Based Keyword Tool (coming soon in more languages): 8google.com/sktool



- 13 -

“I want even more trafc. The Search Query Repor tells me whichsearch terms trigger my broad matched keywords. This report is easyto access in the new interace. I nd terms I hadn’t thought o beore.In a ew clicks I add them to my campaign as keywords, with separatebids to increase exposure. For any search terms not perorming well,

I select them as negative keywords. Easy.”

Refne keyword lists with the Search Query Report

Access search query reports or

one or many keywords directlyrom the ‘Keywords’ tab.

Choose queries to add as keywords or

negatives rom within the report.



- 14 -

“Now I want to review poorly perorming keywords: those thathaven’t generated any clicks ater receiving 500 impressions.I would pull a report using the previous interace. Instead I use

flers in the new interace to nd these terms.”

“That pesky keyword ‘pesto’ is the only one. No clicks atall. I think I’ll change the ad text and give it another go.”

Use flters to identiy high potential keywords

Click ‘Filter keywords’ here to

bring up the fltering option

The flter option now

appears in orange



- 15 -

“Time to review content network perormance using theNeworks ab. I click ‘show details’ next to Auomaicplacemens to see which placements my ads appear on.”

Deliver strong content network results

“My ads on urbanpath.com have a high CTR: 3.81%. I want toadd this placement to my campaign. I tick the box next to it,

then click ‘Manage placement and bid’ and set a bid. Done.”

Managed placements is the new

name to describe placements which you

manually select your ads to appear on

Automatic placements is the new

name to describe keyword-targeted ad

placement on the content network



Get up to speed (aster than a bullet)So that’s how you can use the Search Hero Utility Belt to improve yourAdWords campaigns.

Visit the new AdWords interace site or help videos and FAQs:

8www.google.com/intl/en_uk/adwords/newinterace



Keyboard shortcuts or the new AdWords interace Global navigation:

G then O: Go to All Online CampaignsG then C: Go to Campaigns tabG then R: Go to Ad groups tabG then K: Go to Keywords tabG then N: Go to Networks tabG then A: Go to Ads tabG then S: Go to Settings tab

Table navigation and actions:

J/K: Next/previous row in the primary data tableX: Select current row (shit+X or multiple rows)E: EditP: PauseN: EnableD: Delete

L: Download

The new AdWords interace site:

8www.google.com/intl/en_uk/adwords/newinterace

#



© Copyright 2009. Google is a trademark o Google Inc. All other company and product names may betrademarks o the respective companies with which they are associated. 1610403-uk-bro-awnewui

Looking or more?

www.google.com/intl/en_uk/adwords/newinterace

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