IntroductionWelcome| 00:03 | Hello! I am David Booth and this is
Google AdWords Essential Training.
| | 00:08 | Google has made AdWords so easy that
you can be up and running in a matter of
| | 00:12 | minutes, but don't be fooled. This is a
very sophisticated advertising platform
| | 00:17 | filled with features and controls.
| | 00:19 | And this course will help you understand
how it all works to avoid wasting your money.
| | 00:24 | Through this course, you'll see how
to leverage AdWords to bring targeted
| | 00:28 | visitors from all over the world to
your pages and measure exactly what kind of
| | 00:32 | a return you're getting on
your advertising investment.
| | 00:36 | I'll explain the benefits of pay per
click advertising and show you how to get
| | 00:39 | started by setting up your own AdWords account.
| | 00:42 | I'll show you how to create your
AdWords campaigns and customize how they run,
| | 00:46 | helping you to bring visitors to the
pages of your site and convert them into customers.
| | 00:51 | By watching this course, you will be
taking the time to learn the ins and outs
| | 00:55 | before you get started, and this
will help you avoid pitfalls and create
| | 00:58 | campaigns that you can continually
optimize for performance and profitability.
| | 01:04 | Growing your business and increasing
your profitability doesn't have to be hard.
| | 01:08 | Let me show you how with
Google AdWords Essential Training.
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| Getting the most from this course| 00:00 | In this course, we'll be talking about
the concepts and strategies behind Google
| | 00:04 | AdWords and I'll also be showing you
step-by-step how to get from setting up an
| | 00:08 | account to measuring and
optimizing mature campaigns.
| | 00:13 | We'll be using some fictitious web sites
and accounts throughout this course to
| | 00:16 | help demonstrate ideas and techniques
and we'll spend quite a bit of time inside
| | 00:20 | the interface itself.
| | 00:22 | I'd suggest that you follow along
inside your own AdWords account as we go.
| | 00:26 | That way you can apply the concepts
that we're discussing to your own campaigns.
| | 00:31 | And one other thing to note as we go
through this course is that the AdWords
| | 00:34 | interface changes a lot.
| | 00:36 | You might find that a tab name or a
button that we're talking about has been
| | 00:39 | altered slightly when you're looking
at your live account and that's just the
| | 00:42 | nature of a constantly changing product.
| | 00:45 | AdWords is always adding new features.
| | 00:47 | They are shifting UI elements around a
little and generally trying to make the
| | 00:51 | product better-and-better.
| | 00:52 | So don't worry if you don't see in
your account exactly what you see here.
| | 00:56 | Whatever you're looking for won't have
moved that far. And lastly, I want to
| | 01:01 | let you know about a fantastic resource
that can help you stay up-to-date with
| | 01:04 | the latest and greatest features, the
newest changes, and the constant product updates.
| | 01:09 | The Inside AdWords blog. You can
find it at adwords.blogspot.com and
| | 01:15 | I'd encourage you to visit the site,
subscribe to the feed, or add it to
| | 01:18 | your favorite reader, so you will
be in the know when it comes to new
| | 01:21 | AdWords developments.
| | 01:23 | Now let's get started with the
Google AdWords Essential Training.
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1. Getting to Know AdWordsDissecting online advertising| 00:00 | Advertising online can be very
different from traditional advertising and that
| | 00:04 | can be a very good thing.
| | 00:06 | Perhaps the largest benefits that
online advertising brings us are the three
| | 00:10 | things it excels at.
| | 00:12 | It's targeted, it's extremely
measurable, and it's active.
| | 00:16 | Online advertising takes many forms
and if you've been online in the last
| | 00:20 | decade or so, odds are
you've seen it everywhere.
| | 00:23 | Text ads on search results, video ads
on news sites, blogs hosting more image
| | 00:28 | ads and images, ads by Google slipped in
between paragraphs of a product review,
| | 00:33 | pop-overs, pop-unders, interstitials.
| | 00:35 | You may have even seen them in
newspapers, heard them on the radio, or even
| | 00:39 | watched television ads bought
through the Google AdWords network.
| | 00:44 | As advertisers, we place different
advertisements on different platforms, but
| | 00:49 | more importantly we can target
our audience like never before.
| | 00:52 | We can choose to pay for advertising
that touches our target audience based on
| | 00:56 | the devices they are using, the words
they search for, the city block they are
| | 01:00 | standing in, the languages they
speak, or the sites that they visit.
| | 01:04 | We can even re-target potential customers as
they move through the steps of our sales process.
| | 01:10 | At the end of all this is a digital
trail of clicks, cookies, and actions.
| | 01:14 | We can measure the impact of our
advertising campaigns in near real-time and
| | 01:19 | we can break down our successes and failures to
a granularity that has never been seen before.
| | 01:25 | You can find out if an individual match
type of a keyword bid coupled with the
| | 01:29 | precise wording of a specific ad
version is making you money or losing you money,
| | 01:34 | and don't worry if you
didn't understand a word of that.
| | 01:37 | We'll be covering all of those
things throughout this course.
| | 01:40 | The point is an enormous amount of data
is available to us in minutes and hours now,
| | 01:45 | not months, and as impressive as
targeting and measurability are they are
| | 01:49 | not even close to the best
part about online advertising.
| | 01:53 | What makes online advertising so
effective is that its audience is actively
| | 01:57 | seeking out the products and services
that you as an advertiser have to sell.
| | 02:02 | Let's take an example.
| | 02:04 | I want to buy a new TV.
| | 02:06 | So I hop in my car and I drive
down to my local electronics store.
| | 02:10 | On the way I see billboards for a
California vacation, a casino, and maybe a
| | 02:14 | couple of car dealerships, and don't
get me wrong. I would love a California
| | 02:18 | vacation and a new car, but that's
not what I'm looking for right now.
| | 02:23 | Right now I want a new TV, and those
other billboards advertising those other
| | 02:27 | products are not going to be as
effective in grabbing my attention or getting me
| | 02:32 | to buy, since I'm on a different mission.
| | 02:34 | So I get to the store.
| | 02:35 | I walk inside and there is a big point-
of-sale display, showcasing the newest TV
| | 02:41 | with the demo set up and
all the bells and whistles.
| | 02:44 | The store is where the
advertising is most effective.
| | 02:47 | Why? Because if I'm standing in the TV
section of an electronics store, then
| | 02:51 | guess what I'm in the market
to purchase? Yeah, a new TV.
| | 02:55 | Online advertising does exactly this.
| | 02:58 | It lets you target people who are actively
searching for your products and services.
| | 03:03 | If you are Toshiba, you can choose to
only run your advertising on websites
| | 03:06 | where TV hunters go or on searches for
keywords that signify a user is actively
| | 03:11 | looking to buy a TV.
| | 03:14 | Targeted, measurable, and active.
That's the power of online advertising.
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| Understanding pay-per-click advertising| 00:00 | Pay per click advertising is how Google
has revolutionized advertising and
| | 00:04 | it's something that you and your
organization can leverage to finally have
| | 00:08 | complete control over your advertising
dollars and what you get back for them.
| | 00:13 | One of the main benefits to
advertising online is the potential cost savings
| | 00:17 | associated with the pricing models
available due to intense tracking
| | 00:21 | capabilities and those
pricing models themselves.
| | 00:24 | There are two types of pricing
models available when advertising online.
| | 00:28 | You can run on a CPM or Cost Per
Impression model, or a CPC or Cost Per Click model.
| | 00:36 | When using a Cost Per Impression Pricing
model, you are charged to certain price
| | 00:40 | for every 1000 times that your ad is shown.
| | 00:43 | Now you will be charged regardless of
whether or not people actually click on your ad.
| | 00:48 | If you're advertising in the outdoor
space on one of those cool electronic
| | 00:51 | billboards, Cost Per Impression
would be what you pay each time 1000 cars
| | 00:56 | drive by your billboard, whether or not
the people driving those cars actually
| | 01:00 | saw your billboard.
| | 01:01 | Now Cost Per Click is different.
| | 01:04 | When using a Cost Per Click pricing
model, you are charged each time a user
| | 01:08 | actively clicks on your ad.
| | 01:10 | If you're advertising in the Sunday
newspaper, then maybe you've got an ad
| | 01:13 | running for your specials on Black Friday.
| | 01:16 | If newspapers offered a Cost Per Click
model for their print editions, then you
| | 01:20 | might think of it like this.
| | 01:21 | You would only have to pay them for each
time a customer actually cuts out your ad.
| | 01:26 | With Cost Per Click advertising, you're
only paying for the ad once a customer
| | 01:31 | has actively engaged with it, instead
of paying for the bulk placement whether
| | 01:35 | or not it's actually seen or read. Wow!
| | 01:39 | Now this is something different.
| | 01:40 | You are only being charged to
advertise to people who show that they actually
| | 01:44 | want to be advertised to.
| | 01:47 | Now take this concept to the
Internet and you are now in complete control
| | 01:51 | of your advertising dollars and you can
see exactly where they go and what they did.
| | 01:57 | Whichever way you decide to go CPM or
CPC, not only are you getting more bang
| | 02:02 | for your buck and more control over
your ad spend, but you are also gathering
| | 02:07 | useful data to help you make more
informed decisions about how you'd like to use
| | 02:11 | your advertising dollars in
the future. Think about it.
| | 02:15 | In this example of the Black Friday ad,
you are gathering information about how
| | 02:19 | many people actually read your
insert and where those people are.
| | 02:23 | You can get information about how many
people cut the coupons, how many people
| | 02:27 | actually use them. With good analytics
in place, the sky is the limit here.
| | 02:32 | You can target all kinds of potential
customers and track them as they interact
| | 02:36 | with you, but when does it
make sense to use CPM over CPC?
| | 02:42 | There are different strategies
behind the use of each pricing model.
| | 02:45 | You may be looking for more
visibility and just want to increase
| | 02:48 | brand awareness, or you may be
interested in more of a direct
| | 02:52 | response style marketing.
| | 02:54 | If you're interested in gaining
visibility and you have strong branding and
| | 02:57 | positioning objectives, then engagement
or clicks might not be as important to
| | 03:02 | you as the frequency in which your ad is shown.
| | 03:05 | In this case you might want
to go with a CPM pricing model.
| | 03:08 | On the other hand, if you're interested
in only spending money when you get a
| | 03:12 | direct response to your marketing efforts,
you'll likely want to go with a CPC pricing model.
| | 03:17 | That way you won't have to pay for
any of your ad placements that don't
| | 03:21 | result in a click and that click is often the
first step of your conversion or sales process.
| | 03:27 | So now that you know the Cost Per Click
and Cost Per Impression models and how
| | 03:31 | they might be used based on your
advertising goals, hopefully you're starting
| | 03:35 | to see just how much flexibility and control
you're about to have over your advertising budget.
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| Valuing the benefits of AdWords| 00:00 | The benefits of using Google AdWords
to manage your advertising are immense.
| | 00:04 | AdWords offers a tremendous reach,
precise targeting, and almost limitless
| | 00:09 | measurability, and all of this means
that you can use it to achieve and measure
| | 00:14 | positive ROI from your marketing dollars.
| | 00:17 | Google is where people go to find what
they're looking for online and people are
| | 00:21 | looking for information
related to your business right now.
| | 00:26 | So why not advertise directly to those
people that you know are looking for your
| | 00:29 | products and services at
exactly the time they're looking?
| | 00:33 | The biggest benefits to advertising
with Google AdWords are that you're able to
| | 00:38 | increase your reach, show your target
audience extremely relevant ads, and
| | 00:42 | finally, measure a return on your investment.
| | 00:46 | As I mentioned earlier, people are
searching for information related to products
| | 00:50 | and services that you provide.
| | 00:52 | These customers already know what they
need or want and are actively looking for it.
| | 00:57 | You will be hard pressed to
find a better sales lead than that.
| | 01:00 | AdWords gives you an opportunity to put
your message in front of these prospects
| | 01:05 | at this crucial point in
their purchasing process.
| | 01:09 | Google alone captures 80% of search
traffic globally and that's a lot of
| | 01:13 | people looking for things online and
it's not just Google's search engine.
| | 01:18 | AdWords includes a network of sites
that you can advertise on that extend this
| | 01:22 | reach even farther.
| | 01:23 | You can make yourself visible to all
of these users and make it easy for your
| | 01:27 | business to be found. But AdWords doesn't
just give you a way to reach lots of people.
| | 01:33 | It gives you a way to
reach lots of the right people.
| | 01:36 | Since you're showing your ads to users
who are actively searching for you,
| | 01:40 | it makes logical sense that the ads shown
to these users would be relevant to what
| | 01:44 | they're searching for.
| | 01:46 | Google AdWords lets you serve up your
ads on a silver platter to users looking
| | 01:50 | for information related to your business.
| | 01:53 | You can target users with things like
location, language, and demographics to
| | 01:58 | show specific ads to users
based on their specific interests.
| | 02:02 | You can pinpoint exactly what someone
is looking for and then show them an ad
| | 02:06 | that matches their precise wants and needs.
| | 02:09 | Let's say I am traveling to Denver and I
need a taxi to pick me up from the airport.
| | 02:14 | I might logically go online and do
a search for Denver Airport taxi.
| | 02:18 | Now Google provides these search results,
and as you can see, the paid ads along
| | 02:22 | the top and down the right are
exactly what I was looking for.
| | 02:26 | Taxi companies that provide airport
transportation services from the Denver Airport.
| | 02:31 | Now if you are a nationwide taxi
company, then to me you're not just a taxi service.
| | 02:36 | You're a Denver Airport taxi
service and you can show me your Denver
| | 02:41 | ads at the same time you're showing a Chicago
ad to someone getting off to plane at O'Hare.
| | 02:47 | So you can be extremely relevant to what
your specific potential customer is looking for.
| | 02:53 | But perhaps the biggest benefit of
Google AdWords is the ability to measure
| | 02:57 | every action and reaction
in your marketing campaign.
| | 03:01 | This allows you to clearly see whether or
not you're in line with your marketing goals.
| | 03:06 | You can collect data on any variable and
through the relationship between Google
| | 03:10 | AdWords and Google Analytics you can
compare and analyze that data quickly to
| | 03:15 | uncover opportunities and areas
for improvement in your campaigns.
| | 03:19 | We'll cover this in more
detail in the later movie.
| | 03:23 | The benefits of using
advertising online are powerful.
| | 03:27 | Increase your reach by
leveraging the enormous Google network.
| | 03:30 | Increase the probability of getting
customers to click on your ad by showing
| | 03:34 | them ads that are relevant to what
they're looking for and increase your ROI by
| | 03:38 | measuring against your
specific advertising goals.
| | 03:42 | Hopefully by now you're able to see
just how valuable online advertising with
| | 03:45 | Google AdWords can be and
what it can do your bottom-line.
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| Defining supported ad types| 00:00 | There are many different ad types
supported through the AdWords interface.
| | 00:04 | Each serves a different purpose serves on a
different network, involves a different
| | 00:08 | strategy, and captures a different audience.
| | 00:11 | Through one interface in Google AdWords,
you can use text ads, image ads, video
| | 00:15 | ads, and even rich media ads.
| | 00:18 | Text ads are the most common type of ad.
| | 00:21 | These ads are made up of a headline, two
description lines, a display URL, and a destination URL.
| | 00:28 | Text ads are the only ad that can be
found on Google search results pages and
| | 00:32 | Google partner search results pages,
and they can also be found alongside
| | 00:37 | relevant content on other
sites in the Google network.
| | 00:41 | Now I know what you are thinking.
| | 00:43 | You might think that text ads are
boring since they are only made up of text.
| | 00:47 | Think of it like this.
| | 00:48 | The constraints of a text ad level the
playing field considerably and since on
| | 00:53 | search results pages these are the only
kinds of ads to show, you have a chance
| | 00:58 | to be very creative in your wording
to catch the user's attention above and
| | 01:02 | beyond your competitors.
| | 01:03 | For example, if you sell blue shoes
and you're running a sale, you would make
| | 01:08 | sure to include all the
sale information in your ad.
| | 01:12 | Here, we can see the advertiser has included
not just the 25% off, but also a discount code.
| | 01:18 | Now this ad may catch the user's
attention over another ad that's simply
| | 01:22 | advertising blue shoes.
| | 01:25 | Image ads are, well, ads that are images.
| | 01:28 | They come in all kinds of shapes and
sizes and they can either be static
| | 01:31 | pictures or moving animations.
| | 01:34 | The common banner ad falls
into the category of an image ad.
| | 01:38 | This type of ad can be found on
websites alongside regular content, but you
| | 01:42 | won't find these on Google or
Google's partner search results pages.
| | 01:47 | You've probably seen image ads
in a variety of places on the web.
| | 01:50 | They can be placed just about
anywhere on a web page and they tend to be
| | 01:54 | generally relevant to whatever
content is on the page they show up on.
| | 01:58 | Image ads are intended to capture the
attention of a customer as they browse the web.
| | 02:02 | Unlike in these two end caps that are
retail store near the cash register.
| | 02:07 | They may not be exactly what you came
into the store for, but they might just
| | 02:11 | catch your attention when you're ready
to check out, and they might either plant
| | 02:15 | that seed in your mind or capitalize
on some compulsive buying behaviors.
| | 02:19 | For example, if I am looking for a new
recipe and I am browsing food blogs,
| | 02:24 | I might see ads for Tommy's Tortillas.
| | 02:26 | Now the ad looks cool and I happen to be in
the mood for Mexican food, so I click on the ad.
| | 02:32 | This particular ad takes me to the
Tommy's Tortillas Facebook page where I read
| | 02:36 | through all the comments on the wall,
I check out what others think of the
| | 02:40 | product, and I might discover
that the product is sold at Costco.
| | 02:43 | So now I'm familiar with the brand and I
just happen to have a Costco membership.
| | 02:48 | All of a sudden I find myself
searching for Mexican recipes and I add Tommy's
| | 02:52 | Tortillas to my next shopping list.
| | 02:55 | Image ads increase brand awareness
and they make you more visible to
| | 02:59 | your intended audience.
| | 03:00 | In this example Tommy's
Tortillas is doing just that.
| | 03:04 | They're increasing their market share
by increasing their visibility, which
| | 03:07 | ultimately results in more tortilla sales.
| | 03:11 | Let's move on to video ads because
they also serve this same purpose.
| | 03:15 | Video ads are ads that are made
up of a video or a video clip.
| | 03:19 | These can be shown on web sites next to
relevant content or they might even be
| | 03:23 | one of your own YouTube
videos that you're promoting.
| | 03:26 | Remember YouTube is part of the AdWords network.
| | 03:29 | Video ads serve the same purpose as
the image ad did in our Tommy's Tortilla
| | 03:33 | example, but instead of using just an
image, now you have the richness of video
| | 03:38 | that can show happy people eating
tortillas or someone using a tortilla to wrap
| | 03:43 | a delicious looking burrito, or any
number of images they'd like to get stuck in
| | 03:46 | your head next time you
are at the grocery store.
| | 03:50 | Rich media ads are another format
that you can use along these same lines.
| | 03:54 | Now rich media ads include video, but
they can also include things like Flash
| | 03:58 | animated ads or ads that mix text and
animated content and designs to more
| | 04:03 | actively engage users.
| | 04:05 | Here is one example. Maybe while I was
on that same food blog where I found the
| | 04:09 | Tommy's Tortillas ads, there
was a rich media ad for olive oil.
| | 04:14 | Here I can click around and learn all
about where the best olives come from
| | 04:18 | and how they're grown and eventually
turned into bottles of oil labeled with
| | 04:21 | that Two Trees brand.
| | 04:24 | Now these can be very effective at
capturing the attention of someone browsing
| | 04:27 | relevant contents and they have the benefit
of engaging the user with the brand itself.
| | 04:33 | Mobile ads are specifically
designed to be viewed on mobile devices.
| | 04:37 | They require special settings like
specific device targeting and specially
| | 04:41 | encoded web sites, which we'll go
over in more detail in another movie.
| | 04:45 | For now just know that all of the ad
formats we have talked about so far can be
| | 04:50 | seen on mobile devices.
| | 04:52 | Some ad formats show on mobile devices
with full browsers and some show on the
| | 04:56 | older mobile devices with
special mobile browsers.
| | 04:59 | Targeting mobile users is perfect for
businesses that provide a local product or
| | 05:03 | service or one that you might
search for using a mobile phone.
| | 05:08 | Pizza delivery is a great example of a business
that would benefit from the use of mobile ads.
| | 05:13 | Users can find their local pizza place
when they search for pizza delivery and
| | 05:17 | maybe coupons or deals show up in the
ads and customers can call by simply
| | 05:21 | clicking directly on the ad
in their mobile phone to order.
| | 05:25 | These are some of the ads that you can
run on AdWords, but keep in mind that
| | 05:29 | this platform can be used for
much more than just Google ads.
| | 05:32 | You can manage YouTube campaigns and
even television commercials all within that
| | 05:36 | one interface. From text ads to rich
media, images to videos, AdWords offers you
| | 05:42 | many ad formats to reach your audience.
| | 05:45 | We'll talk more about how to actually
implement each of them as the course moves on.
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| Learning terms and definitions| 00:00 | The world of search engine
marketing comes with a new vocabulary.
| | 00:03 | Professionals in this industry
really speak a different language.
| | 00:07 | So we're about to go over a few of the
most commonly used terms and as you go
| | 00:11 | through the rest of this course, come
back to this video if you need a refresher
| | 00:14 | on some of the specialized lingo.
| | 00:17 | Keywords are the terms are phrases that
people are typing into search engines
| | 00:21 | when they are looking for something.
| | 00:23 | From our perspective keywords are what
you target that will trigger your ad to
| | 00:27 | appear when a user performs a search.
| | 00:29 | For example, if you're at a discount
office supply store and you use the term
| | 00:35 | Discount Office Supply as a keyword
in your AdWords campaign, then your ads
| | 00:39 | could show next to the search results
when a user types the keyword Discount
| | 00:44 | Office Supply into a search on google.com.
| | 00:47 | Placements are another way of
targeting where you want your ads to appear.
| | 00:51 | Placements refer to other web sites
where you'd like your ads to be displayed.
| | 00:55 | If you'd like your discount office
supply ads to show on a site like
| | 00:58 | youwantofficesupplies.com, then you can
target that web site for placement and your ads
| | 01:04 | could show on that site.
| | 01:06 | Within an AdWords account the structure is
broken down into campaigns and ad groups.
| | 01:11 | There are certain things that are set
at each level of the hierarchy and the
| | 01:15 | first level is the campaign.
| | 01:17 | You can have multiple campaigns
running at once and you may decide to have
| | 01:21 | different campaigns for different offerings.
| | 01:24 | Each campaign consists of one or more
ad groups and we'll be going into much
| | 01:28 | more detail on this one later on in the course.
| | 01:31 | Underneath campaigns in the
hierarchy, you have those ad groups.
| | 01:35 | Ad groups are groups of keywords and/
or placements and they also contain ads
| | 01:40 | that are closely tied to the
keywords or placements within the ad group.
| | 01:44 | An impression occurs when an ad is displayed.
| | 01:48 | If an ad has never been displayed at all,
we refer to that ad as being unimpressed.
| | 01:53 | Each time the ad is displayed,
it is counted as one impression.
| | 01:58 | Keep in mind that this has nothing to do
with whether or not the ad was clicked on.
| | 02:02 | An impression is simply when the ad is shown.
| | 02:06 | A click results when a user actually
clicks on your ad and is taken to your web site.
| | 02:10 | Clickthrough rate or CTR is one of the
metrics that we use to measure ad performance.
| | 02:16 | Clickthrough rate is calculated by the
Google AdWords system as a percentage,
| | 02:20 | and it's just the total number of clicks
divided by the number of times that ad was displayed.
| | 02:26 | The idea is that ads with higher
clickthrough rates are better, which is to
| | 02:29 | say that the more relevant your ads
are to the user queries, the more often
| | 02:33 | they will click on them.
| | 02:35 | Cost Per Click or CPC is the standard
pricing model and is the default setting
| | 02:41 | for all AdWords campaigns.
| | 02:43 | When using this pricing model, the
system will not charge you when it shows
| | 02:47 | your ad, but it will charge you each and
every time someone actually clicks on your ad.
| | 02:53 | AdWords runs as an auction where
advertisers bid different amounts on
| | 02:57 | different keywords.
| | 02:59 | Your bid is the amount of money that
you're willing to pay for a click of your
| | 03:03 | ad in a CPC pricing model, or the amount
of money that you're willing to pay for
| | 03:08 | 1000 impressions in a CPM model.
| | 03:12 | The maximum cost per click is the most
you are willing to pay for each click on
| | 03:16 | your ad and this can help
keep you from overspending.
| | 03:19 | Cost-per-thousand-impressions
or CPM is another payment option.
| | 03:26 | Why isn't it CPTI then you might ask?
I have no idea why, but the M stands for
| | 03:32 | the Latin mille, meaning 1000.
| | 03:34 | When using this pricing option, the
system will charge you a price for every
| | 03:38 | 1000 times that your ad is displayed.
| | 03:42 | Quality score is the foundation for
measuring the quality of your campaign and
| | 03:47 | determining how much you will pay
per click or per thousand impressions.
| | 03:51 | Basically Google rewards you with lower
prices and better placements the higher
| | 03:56 | your quality score is, and here's
where things get really interesting.
| | 04:01 | Quality score is made up of several
different factors including click-through rate,
| | 04:05 | relevance of ad text, historical
account performance and other things.
| | 04:10 | What this means is that if you have a
good quality score you can have your ad
| | 04:14 | show up above your competitor and
actually pay considerably less than them.
| | 04:19 | We'll talk a lot more
about this later in the course.
| | 04:23 | Average position is simply the average
place where the ad shows in the search
| | 04:26 | engine results page.
| | 04:28 | Ad positions one to three can be
located at the very top of the search results
| | 04:32 | page over the organic results, and ad
positions through eight are located on the
| | 04:37 | right side of the search engine
results page, next to the organic results.
| | 04:42 | So if your ad showed twice, once in the
first position and once in the second,
| | 04:47 | your average position would just be 1.5.
| | 04:50 | We'll address how to get your ads
into the best positions in a later movie.
| | 04:53 | But we can start by talking about Ad
Rank and how it affects your ad position.
| | 04:58 | Ad position is determined
by something called Ad Rank.
| | 05:02 | Ad rank is calculated by multiplying
your max CPC by your quality score, and
| | 05:07 | every time a Google search is done, the
ad with the highest Ad Rank will appear
| | 05:11 | in the first ad position.
| | 05:13 | The second-highest Ad Rank gets
the second position and so on.
| | 05:18 | So here is where you can see that
quality score plays a vital role in the
| | 05:21 | performance of your ad.
| | 05:22 | We'll dive deeper into the way
the auction works in a later movie.
| | 05:25 | So what do you have to pay in
order to reach the first page?
| | 05:30 | The first page bid estimate is the
estimated bid that you'll have to pay in
| | 05:34 | order for your ad to show up on
the first page of search results in
| | 05:37 | positions one through eight.
| | 05:39 | We all know that competition
in the marketplace is fierce.
| | 05:43 | The more information we have to get
ahead of the competition, the better.
| | 05:47 | To help us get started, Google
provides tools for advertisers to gather
| | 05:51 | information about how high they have to
bid in order for their ad to reach the
| | 05:55 | first page of Google search
results for a certain keyword.
| | 05:58 | This is the kind of information
that can be useful in making your
| | 06:01 | account better-and-better.
| | 06:04 | Optimization is the process of adjusting
all the dials and knobs of your account
| | 06:09 | to continually improve its performance.
| | 06:11 | Just like when your car is running
optimally because it needs maintenance, your
| | 06:15 | AdWords campaigns run best with
regular upkeep and AdWords gives you lots of
| | 06:20 | data and lots of reports that can help
you determine what changes to make to
| | 06:24 | optimize your campaigns.
| | 06:26 | Conversions are what we're all after.
| | 06:29 | They are whatever action it is you
want users to complete on your site,
| | 06:33 | something that has value to you.
| | 06:35 | If you have an e-commerce store, a
conversion can be making a purchase.
| | 06:39 | If you're in a lead generation
situation, then someone filling out your contact
| | 06:43 | form could be your conversion.
| | 06:45 | Conversions can be just about anything
you define them to be and your web site
| | 06:49 | will likely have a lot of them.
| | 06:51 | Download this PDF, pick up the phone
and call this number, log in to your
| | 06:55 | account, spend a certain amount of
time on the site, put something in your
| | 06:58 | shopping cart, download a coupon,
get directions to this store location.
| | 07:02 | The possibilities here go on and on.
| | 07:05 | Networks are where your ads show up.
| | 07:08 | There are essentially two
different networks where your ads can show
| | 07:11 | through Google AdWords:
| | 07:12 | the Google Search Network
and the Google Display Network.
| | 07:16 | The Search Network is comprised of
google.com and Google search partners, which
| | 07:20 | are basically other search engines
that use Google's algorithm, like aol.com.
| | 07:25 | On the Search Network, ads are
targeted based on the user's search terms.
| | 07:28 | For example, if you were to do a search
for red shoes on aol.com, you'll see ads
| | 07:34 | related to red shoes.
| | 07:35 | The Display Network is composed of
other Google properties like YouTube and
| | 07:39 | Gmail, as well as any other website on the
Internet that lets Google serve ads on it.
| | 07:44 | The Display Network works a bit
differently in that ads are based on
| | 07:47 | keyword themes and placed on web sites
alongside content that matches those keyword themes.
| | 07:53 | Again we'll talk a lot more
about this during the course.
| | 07:56 | Okay, so now that you can better
understand the AdWords language, let's move on
| | 08:01 | to how to get your AdWords
campaigns up and running.
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| Knowing advertiser requirements| 00:01 | Google's mission is to deliver the
best user experience possible and to
| | 00:05 | deliver on that ideal,
| | 00:06 | they need rules and regulations
on how advertising is conducted.
| | 00:11 | And this makes sense, right?
| | 00:12 | Haven't we heard a million times that a
happy customer tells one friend and an
| | 00:16 | unhappy customer tells a hundred?
| | 00:18 | The ultimate goal is advertiser
success and happy customers mean repeat
| | 00:23 | business and more revenue for your bottom-line.
| | 00:26 | To get us there, AdWords has some rules,
specifically rules guiding what can and
| | 00:31 | cannot be advertised, how we can
advertise, and where we advertise.
| | 00:35 | AdWords policies fall
into three major categories.
| | 00:38 | Editorial and format policy,
content policy, and link policy.
| | 00:44 | Editorial and format policies include
guidelines for style and technical aspects
| | 00:49 | of ads and keywords.
| | 00:50 | For example each ad has a limit
on characters for all the text.
| | 00:55 | This is to ensure consistency and to
ensure high quality ads for a positive
| | 00:59 | overall user experience.
| | 01:01 | Another example is that any prices or
discounts advertised within your ad must
| | 01:06 | be found within one to two
clicks from your landing page.
| | 01:10 | This is to ensure that what you are
actually advertising is available and not
| | 01:14 | just used to get someone onto your page.
| | 01:17 | An ad that touts free unlimited money
might get a lot of clicks, but it will
| | 01:21 | also generate a lot of disappointment
when people realize that's not what's
| | 01:24 | really being offered.
| | 01:26 | Content policy is the next
bucket of AdWords policies.
| | 01:30 | Content policies are guidelines for
what you can and cannot advertise or
| | 01:34 | promote on AdWords.
| | 01:35 | All ads are reviewed and ads that are
advertising or promoting things that might
| | 01:40 | be illegal, might contribute to a
negative user experience, or violate any of
| | 01:45 | Google's values or policies is not allowed.
| | 01:47 | For example, you cannot advertise academic aids.
| | 01:51 | So if you are looking to sell your
college papers to help out cheaters,
| | 01:54 | you can't do it with AdWords.
| | 01:56 | Advertisements for things like online
gambling and tobacco products, including
| | 02:00 | electronic cigarettes, are also prohibited.
| | 02:04 | When you're advertising for a product
or service that is allowed, the link
| | 02:08 | you're sending them to is very important
and these types of rules fall into the
| | 02:12 | third bucket of AdWord policies.
| | 02:15 | Link policies are rules about the ad
URLs and the web site the user is taken to
| | 02:20 | once they click on the ad.
| | 02:21 | For example, you have to use the same
domain in both the display URL and the
| | 02:27 | actual URL the click sends them to,
also known as the destination URL.
| | 02:32 | So if I'm advertising an auto
repair service and my display URL is
| | 02:37 | myautoservice.com, then the user must
be sent to a page on myautoservice.com
| | 02:43 | when they click on the ad.
| | 02:45 | The display URL tells the user where
they will be delivered once they click
| | 02:49 | on the ad and we want them to trust
that they will be delivered to that
| | 02:53 | web site once they click.
| | 02:55 | This rule establishes that trust with users
and ensures that positive user experience.
| | 03:01 | Link policy also extends
to the landing page itself.
| | 03:05 | Google is again looking to ensure
that the end user has that positive
| | 03:09 | experience, so make sure your web site
is clear of any pop-ups, pop-unders,
| | 03:13 | popovers, pop-arounds, or any
other kind of annoying windows.
| | 03:17 | Once ads have been reviewed, they are
placed into categories and assigned an ad status.
| | 03:23 | Categories consist of family
safe, non-family safe, and adult.
| | 03:28 | Ad status can be disapproved, under
review, eligible, approved, approved
| | 03:34 | non-family, or approved adult.
| | 03:37 | If for some reason an ad does not pass
one or more of the AdWords policies,
| | 03:41 | it will be given a disapproved ad status,
and disapproved ads will not run on any
| | 03:46 | network until the policy
violation has been corrected.
| | 03:50 | While ads are waiting for review, they are
designated under review as their ad status.
| | 03:55 | Ads that are under review will not show
anywhere until the review process is completed.
| | 04:01 | Ads that have passed review but are
waiting for full clearance are deemed eligible.
| | 04:06 | Eligible ads are cleared to show on google.com,
but have not yet been cleared to show elsewhere.
| | 04:12 | Ads that pass all policy
checks are designated approved.
| | 04:16 | Approved ads show without any
restrictions and most approved ads fall into the
| | 04:21 | family safe category.
| | 04:22 | Family safe ads are shown to
everyone without restriction.
| | 04:26 | Sometimes ads are approved with
restrictions and they fall into two categories.
| | 04:31 | Non-family safe and adult.
| | 04:34 | Non-family safe ads may not appear
on some web sites that are set to only
| | 04:38 | accept family safe ads and they will
not appear for users who've activated
| | 04:42 | their Safe Search filter.
| | 04:44 | Non-family safe image or video ads will
also not appear on any Google properties.
| | 04:50 | Adult ads have all the restrictions
of non-family safe ads and they may not
| | 04:55 | appear in some countries and they will not
show for queries that are not adult in nature.
| | 05:00 | So now you know what you
can and can't do on AdWords.
| | 05:04 | Now let's get started by creating your account.
| | Collapse this transcript |
|
|
2. Getting StartedExploring where ads show up| 00:00 | As an AdWords advertiser, you
probably want to know exactly where your
| | 00:04 | advertisements are going to show up.
| | 00:06 | Well, there are number of places your
ads might show up and some settings
| | 00:09 | and configurations that you can use to
control where your ads end up being displayed.
| | 00:14 | The Google Network as it's called is
comprised of literally thousands of search
| | 00:19 | and display network websites as well
as on the Google search engine itself.
| | 00:23 | Combined, the Google network currently
reaches about 86% of all Internet users worldwide.
| | 00:30 | Underneath this umbrella there's what's
called the Google Search Network and the
| | 00:34 | Google Display Network.
| | 00:36 | The Google Search Network includes
things like Google search results pages and
| | 00:40 | other web properties that serve up web
search results like Google Product Search
| | 00:44 | or other sites like AOL
and EarthLink and many more.
| | 00:47 | In the Search Network you're going to
see ads show up in a few different ways.
| | 00:51 | Let's start out by taking
a look at a Google search.
| | 00:54 | If I go to google.com and do a search
for say used car, I'll see what's known as
| | 01:00 | a Search Engine Results Page or
as some like to call it a SERP.
| | 01:04 | Here I can see that Google found almost
300 million pages that it thinks I might
| | 01:09 | be interested in, all in
less than half a second.
| | 01:12 | Now let's pick apart of this page.
| | 01:14 | First, we have what are
known as the organic results.
| | 01:18 | These are the ones that Google decided
were the most relevant to the search that
| | 01:21 | we just did, and it's important to
note that you can't buy these placements
| | 01:25 | through AdWords or anything else.
| | 01:27 | These are the results of Google's
natural algorithm and the practice of trying
| | 01:32 | to influence where you show up in
these results is known as organic search
| | 01:36 | engine optimization or SEO.
| | 01:38 | Again, to be clear here this is not what
we're talking about with Google AdWords.
| | 01:43 | With AdWords we can influence where our
text advertisements show up here in the
| | 01:48 | top and over on the right hand
side of the organic search results.
| | 01:51 | You can see that these are labeled
explicitly as ads or sponsored links so that
| | 01:56 | users know that you've paid for
the right to have your ad there.
| | 01:59 | Now let's talk about ad
slots and ad slot positions.
| | 02:03 | In a Google search results
page there are two ad slots.
| | 02:07 | There is the top and
there's the right-hand side.
| | 02:10 | Within each ad slot there
are also ad slot positions.
| | 02:14 | So when do we say top position two,
we're referring to the top ad slot and
| | 02:19 | the second ad position.
| | 02:21 | If we say side slot position three,
then we mean this spot right here.
| | 02:26 | In any Google search results page,
there can be up to four ads shown at the top
| | 02:31 | and up to 10 ads shown on the right-hand side.
| | 02:34 | But keep in mind that there are
often less ads actually shown.
| | 02:38 | One last thing to point out here.
| | 02:40 | Let's go back to that Google search example.
| | 02:42 | You might be asking yourself, why would
I want to advertise with Google AdWords
| | 02:46 | if I already have the number one
organic position for the keyword?
| | 02:50 | Well, there are a few good answers for that.
| | 02:53 | Research consistently shows that when
people see both an organic ad and a paid
| | 02:57 | listing they're much more likely to
click through to you and they're much more
| | 03:01 | likely to click on the organic listing.
| | 03:04 | Makes sense, right?
| | 03:05 | Google is saying that they think this
is the most relevant link to your search
| | 03:09 | and the company is
saying that they think so too.
| | 03:12 | And remember this is pay-per-click advertising.
| | 03:15 | So if they don't click
on your ad, you don't pay.
| | 03:18 | But what you did do is push one of
your competitors down off the screen.
| | 03:23 | But that's not the only reason to use
AdWords, even if you rank well organically.
| | 03:27 | If you have done SEO, you know that it
takes lots of time and money and resources
| | 03:32 | to start ranking for your keywords
and there are literally thousands of
| | 03:35 | keywords that you might want to show up for.
| | 03:38 | While that could take years of work and
lots of money to accomplish organically,
| | 03:42 | you can start showing up in just
minutes and on the cheap with AdWords.
| | 03:46 | And what a great way to research which
keywords you actually do want to invest
| | 03:50 | in on the organic side.
| | 03:52 | Test them out with AdWords and find
the ones that drive conversion and put
| | 03:55 | money in your pocket.
| | 03:56 | Then you can invest the time and
effort in ranking for these organically.
| | 04:02 | Okay. So we've spent quite a bit of time
on the Google search results page and
| | 04:06 | that's because this is where the meat
of your clicks is very likely to come
| | 04:09 | from as an AdWords advertiser.
| | 04:11 | But let's take a look at the other
places that your ads might show up on in the
| | 04:14 | Google Search Network.
| | 04:16 | Google Search Network places your ads
on any of the Google partner sites using
| | 04:20 | the Google search engine.
| | 04:21 | For example, AOL or Virgin Media.
| | 04:24 | This also includes other Google
properties like Maps and Google Product Search.
| | 04:30 | Wherever your ads show up on the Google
Search Network you need to remember that
| | 04:34 | these can only be text ads and they
will be what's known as keyword targeted.
| | 04:39 | This means that your ads will be
triggered based on the keywords the user
| | 04:43 | searched on and their relevance to
the keywords that you're bidding on.
| | 04:46 | We'll talk more about this in another movie.
| | 04:49 | So that's the Search Network.
| | 04:51 | Now let's talk about the
Display Network for a bit.
| | 04:55 | The Display Network is a huge collection
of sites ranging from about.com and the
| | 05:00 | New York Times to HDTV and the Food Network.
| | 05:03 | Other networks such as DoubleClick
and AdSense are also included here, like
| | 05:07 | other Google services including Youtube,
Google Finance, Google Maps, Blogger, even Gmail.
| | 05:13 | All in all there are over a million
web, video, gaming, and mobile partners
| | 05:17 | inside the Display Network.
| | 05:19 | On the Display Network you can choose
to show both text ads as well as ads that
| | 05:23 | contain graphics like image
or rich media or video ads.
| | 05:27 | Basically, anytime you see that Ads by
Google text you are looking at an AdWords
| | 05:32 | ad that someone put out on the Display Network.
| | 05:36 | Display Network advertising works with
two different types of targeting: keyword
| | 05:40 | or contextual and also placement targeting.
| | 05:43 | For ads on the Display Network,
Google uses contextual targeting to match
| | 05:48 | the keywords you're bidding on with the
content of the sites that your ads might show up on.
| | 05:52 | This is also called automatic placements and
we'll see more about that in a later video.
| | 05:58 | With placement targeting, you as the
advertiser get to choose an audience,
| | 06:02 | specific web sites, and even specific
parts of those specific web sites where
| | 06:07 | you'd like your ad to show.
| | 06:08 | If you've got keywords in these ad
groups, a combination of your placement
| | 06:12 | preferences and your keyword relevancy will
determine when and where your ads show up.
| | 06:18 | This is also known as managed
placements and we'll dive into more details on
| | 06:22 | this one later as well.
| | 06:24 | So at this point I hope you know
more than you ever wanted to about the
| | 06:28 | different places your ads might
show up across the Google Network.
| | 06:31 | Knowing this will be essential when
it's time to choose where you want your ads to run.
| | Collapse this transcript |
| Understanding the structure| 00:00 | Before we dive in and get going with
the AdWords interface it's worth taking a
| | 00:04 | moment to look at how
AdWords is structured conceptually.
| | 00:08 | At the very top of the AdWords
hierarchy is the AdWords account.
| | 00:12 | At the account level you can control
things like who has what kind of access
| | 00:17 | to the account, control billing information,
notifications, and general preferences.
| | 00:22 | As an example, let's say we've created
an AdWords account for Two Trees Olive Oil,
| | 00:26 | this fictitious online store.
| | 00:29 | Under your AdWords account you've got campaigns.
| | 00:32 | Each AdWords account can have
up to 25 different campaigns.
| | 00:36 | Now at the campaign level you can
control things like your daily budget,
| | 00:40 | language and location targeting,
ad scheduling, and delivery, and even
| | 00:44 | demographic bidding options.
| | 00:46 | So let's say we're going to run a
campaign that's only going to run for a month
| | 00:50 | or so, leading up to the big olive
oil festival that we're sponsoring in a
| | 00:54 | certain city, say
somewhere in Northern California.
| | 00:57 | This whole campaign is focused on
nothing but that festival and I can choose to
| | 01:01 | show ads in this campaign only to
people within a reasonable radius of the
| | 01:06 | festival's location.
| | 01:07 | I can also set this campaign to
stop once the festival is over.
| | 01:11 | These are all examples of things
I can set at the campaign level.
| | 01:15 | Now underneath each campaign you've got
what are called ad groups and you can
| | 01:19 | have up to 2,000 of them per campaign.
| | 01:22 | You should think of an ad group as a container.
| | 01:25 | A group or a set of related ads,
keywords, and placements, and they all
| | 01:29 | live under the ad group.
| | 01:30 | An advertisement can be textual or
graphical and includes image ads, video ads,
| | 01:36 | and even rich media ads.
| | 01:38 | You can have up to 300 display or
graphical ads per ad group and you can have 50
| | 01:43 | text ads in an ad group.
| | 01:45 | You can have up to 2,000 keywords in each
ad group, but be careful not to use too many.
| | 01:51 | So let's say we want to use an ad
group to target people living close to the
| | 01:55 | festival and entice them to go.
| | 01:57 | We'll talk a lot more about creating
good ads in a later video, but for now we
| | 02:01 | might have some that look like these.
| | 02:04 | We might choose to bid on keywords like
olive oil fest San Francisco, and olive
| | 02:09 | oil festival Mendocino, and olive oil
festival Marin and so on and so forth.
| | 02:15 | This is a tight-knit group of
keywords that's meant to trigger our ad when
| | 02:19 | people are looking for a nearby festival.
| | 02:21 | We'll talk more a later about the
benefits of keeping all the keywords in an ad
| | 02:25 | group very relevant to one another.
And if we choose to do manage placements we
| | 02:31 | can pick out the websites we want our
ads to show up on and the websites we
| | 02:35 | don't want our ads to show up on.
| | 02:36 | For example, we might want to place
our ads on web sites about Northern
| | 02:40 | California living or healthy
cooking blogs, on the things to do pages of
| | 02:45 | California travel sites.
| | 02:47 | We'll look at how we find these sites a
little bit later in gory detail, but the
| | 02:50 | key point here is that these
settings live at the ad group level.
| | 02:55 | So hopefully this example has
given you a high-level overview and
| | 02:58 | understanding of the hierarchy of each
of these AdWords components and knowing
| | 03:02 | this on the front end will save you a
lot of time and energy when it comes to
| | 03:06 | organizing your own account.
| | Collapse this transcript |
| Creating an account| 00:00 | To start advertising with Google
AdWords you need to create an AdWords account.
| | 00:05 | The first step is to open up a
browser and head over to adwords.com.
| | 00:09 | If you already have a Google account,
you can skip the rest of this video and
| | 00:14 | just log in where it says
Sign in with your Google Account.
| | 00:17 | If you don't have an account yet,
you'll want to click on the Start now button.
| | 00:22 | The first step is to get a Google account
either created or associated with AdWords.
| | 00:27 | It's important to take a quick
look at how Google accounts work here.
| | 00:31 | Think of a Google account as an umbrella.
| | 00:34 | Underneath your general Google account
you can have all kinds of other Google
| | 00:38 | products and services, like Gmail or
AdSense or Analytics or Apps. You name it.
| | 00:43 | AdWords is just another
one of those Google services.
| | 00:46 | So once you have your umbrella Google
account your new AdWords account will just
| | 00:50 | be one of those Google services
that's associated with and lives under your
| | 00:54 | overall Google account.
| | 00:56 | For this example let's
assume that you don't have one.
| | 00:59 | Click the radio button next to I do not
use these other services and that pops
| | 01:03 | up our account creation screen.
| | 01:06 | A couple of tips here.
| | 01:07 | If you're creating a Google AdWords
account for business purposes, as you
| | 01:10 | probably are, it's good to create the
Google Account with the business domain.
| | 01:15 | It's also not a bad idea to create a
dedicated email address for AdWords and
| | 01:20 | have your IT department forward that on to you.
| | 01:23 | For example, if I'm going to be using
AdWords to advertise for our fictional
| | 01:28 | company, I might use
adwords@twotreesoliveoil.com.
| | 01:33 | Next choose a password that's at least
8 characters in length and be sure to
| | 01:37 | follow a good password guideline
like using combinations of letters,
| | 01:41 | numbers, and symbols.
| | 01:44 | Lastly, try to read that captcha and
type it in to prove that you're not a robot.
| | 01:48 | Personally, it always takes me a few
tries to get these things right, but
| | 01:52 | hopefully you'll have better luck.
| | 01:55 | Next, make sure to read through the
Terms of Service and the Privacy Policy and
| | 01:59 | if you agree, then go
ahead and create the account.
| | 02:04 | Now, it's time to select our
time zone and currency preferences.
| | 02:08 | Now this is important.
| | 02:09 | The selections you make
right here cannot be changed.
| | 02:12 | So make sure that you pick the location
and the time zone that you want to see
| | 02:16 | your reports in later.
| | 02:18 | In our case Arizona gets a special line
all to itself since we don't recognize
| | 02:22 | daylight savings time.
| | 02:25 | Next, select the currency that
you want to pay your bills in.
| | 02:28 | Again, this cannot be
changed once you have set it.
| | 02:32 | When you've got these selected,
go ahead and click Continue.
| | 02:36 | Google AdWords will send you an email
with a special validation link to prove
| | 02:40 | that you own the email
address that you signed up with.
| | 02:43 | Go ahead and click that link or copy and
paste it into a browser to verify the account.
| | 02:48 | Now you can either follow the Continue
link to get into your account or just
| | 02:53 | head back to adwords.com and log in. That's it!
| | 02:56 | Now you've got yourself an AdWords account.
| | Collapse this transcript |
| Choosing between billing options| 00:00 | The most important step for Google
when you create a new AdWords account is
| | 00:03 | to tell Google how you plan to pay them and
along these lines you've got a few options.
| | 00:08 | Right from your very first welcome
screen there is a link at the bottom where
| | 00:12 | you can go to billing setup and you
can also use the top navigation to go
| | 00:16 | directly to the Billing preferences.
| | 00:18 | Both of these will take you to the same place.
| | 00:22 | The first step in setting up your
billing is to tell Google the country or
| | 00:26 | territory that your billing address is located.
| | 00:29 | One thing to note is that depending
on what country you choose, different
| | 00:33 | payment methods will be available to
you and you can click the payment options
| | 00:36 | link for more information.
| | 00:39 | In the United States for example, if I
want to pay in US dollars then I get my
| | 00:43 | choice of paying automatically, which is
known as postpay, or prepaying manually
| | 00:48 | with direct bank withdrawals or a
slew of different credit and debit cards.
| | 00:53 | Note that it costs $5 to activate your
account and you can also see minimum bid
| | 00:58 | prices and minimum
prepaid payments here as well.
| | 01:01 | There is another payment option in Google
AdWords, but it's not overly easy to get.
| | 01:06 | Once you've been advertising for a while
and if you're spending enough money,
| | 01:10 | you can request that Google
extend you credit and invoice you.
| | 01:14 | Once you make the request Google will
assess your credit history and if you're
| | 01:18 | approved they will give you
payment terms and a credit line.
| | 01:21 | Please note that this is not
something that every advertiser can do.
| | 01:25 | But if you think it makes sense for you
then the first step is to contact Google
| | 01:29 | and request the invoicing option.
| | 01:31 | Whether you choose to go down that
path or not, you'll need to start out by
| | 01:35 | filling in your billing address and then
choosing either automatic or manual payments.
| | 01:41 | The big difference between these two
is that with automatic payments your ads
| | 01:45 | are up and running pretty much immediately.
| | 01:48 | You get auto-billed every time you
reach your billing threshold or 30 days has
| | 01:52 | passed, whichever happens first.
| | 01:54 | This basically equates to a
pay-after-your-ads-show model.
| | 01:58 | With the manual billing, you basically
fill up your account with a balance and
| | 02:03 | your ads keep showing
until your balance is used up.
| | 02:06 | At which point you can add more
funds by making another manual payment.
| | 02:10 | So pick which method works best for you
and then if you're setting up automatic
| | 02:15 | payments, go ahead and either enter your
bank account information if you want to
| | 02:19 | pay by a direct debit or your
credit or debit card information.
| | 02:23 | For manual payments you won't need to do
this until you make your first payment.
| | 02:28 | The last step here is to read and
accept all the terms and conditions and when
| | 02:33 | you're ready, click the Submit
and activate my account button.
| | 02:38 | The last thing to note is that you can
always get back to these selections in
| | 02:42 | the Billing Preferences
link under the Billing tab.
| | 02:45 | If you are the account owner you can make
changes to these options if and when you need to.
| | 02:51 | So whether you choose manual or
automatic payments, credit card or direct debit,
| | 02:56 | or even if you apply for invoicing,
| | 02:58 | at this point hopefully you understand
your billing options and how to initially
| | 03:02 | set them up with Google AdWords.
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|
|
3. Navigating the AdWords InterfaceLearning the interface| 00:00 | Let's get familiar with the overall
structure of the AdWords interface.
| | 00:04 | Understanding the basic layout of what
you see when you log in to AdWords will
| | 00:08 | help you to manage and optimize your
account much more efficiently and set you
| | 00:12 | on the road to pay per click success.
| | 00:14 | At the top of every page in your
account you'll see some information that is
| | 00:18 | constant regardless of which page you're on.
| | 00:21 | This includes the email address that
you are logged in to the account with;
| | 00:25 | a link to any AdWords-related
announcements, although note this only shows when
| | 00:29 | there are announcements available; a
very handy link to the AdWords Help file;
| | 00:33 | the Sign out link; and your
10-digit AdWords Customer ID.
| | 00:38 | Just beneath these constant
features you'll find six navigation tabs.
| | 00:43 | These tabs are where you'll navigate
through the various features of your
| | 00:46 | account and they include Home,
Campaigns, Opportunities, Reporting and Tools,
| | 00:52 | Billing and My account.
| | 00:54 | The features of each of these tabs
will be discussed in detail in upcoming videos,
| | 00:58 | but for now we'll just review
the overall layout of each, so that you
| | 01:02 | get familiar with how they look.
| | 01:04 | The Home tab acts as an account-
snapshot, giving you highlights of your
| | 01:08 | account's performance as well as
informational alerts and bulletins.
| | 01:12 | And it does it by allowing you to
look at a variety of modules that you can
| | 01:16 | enable or disable and you
can even create your own.
| | 01:19 | What you will probably find though is
that although this page can be useful for
| | 01:24 | a quick overview of things, for daily
management and optimization you'll find
| | 01:29 | yourself spending most of
your time on the Campaigns tab.
| | 01:33 | The layout of the Campaigns tab starts
with an account tree in the left sidebar.
| | 01:38 | The tree is designed to give you a
quick way to navigate through multiple
| | 01:42 | campaigns and ad groups.
| | 01:45 | As a result, if you don't see the tree
in your account you probably only have
| | 01:50 | one campaign set up, and it will appear
once you start expanding your account to
| | 01:54 | include multiple campaigns.
| | 01:56 | Just above the account tree is a
Search box that gives you a very convenient
| | 02:01 | way to navigate to a specific spot in
your AdWords account, based on any search
| | 02:06 | term that you enter.
| | 02:07 | Finally, the left panel has
a Help widget at the bottom.
| | 02:11 | The best thing about this widget is
that the topics displayed here change
| | 02:15 | based on what you're viewing, so the
help is always relevant to what you're
| | 02:19 | doing at the moment.
| | 02:21 | As you can see, there is a lot of
helpful information in this one area of the
| | 02:25 | interface, but if it's not something
that you find yourself using, you can
| | 02:29 | simply click the Collapse icon in
the upper-right and it will be hidden.
| | 02:34 | The main section of the Campaigns
tab is where all of the action happens.
| | 02:39 | From here you can manage all
the levels of your account,
| | 02:42 | from Ad groups to Keywords to Ads.
| | 02:45 | Again, we'll discuss all of the
details of this area in another video.
| | 02:49 | A message center is at the top with the
most important messages such as system
| | 02:54 | downtimes highlighted in red and
general messages and alerts underneath.
| | 02:59 | Below that, you'll see another set of
tabs that allow you to drill down to the
| | 03:04 | various components of your account,
| | 03:06 | such as Keywords, Ad groups, Ad
extensions and so on, and regardless of which of
| | 03:11 | these sub-tabs that you're in,
you'll have a similar layout.
| | 03:15 | The top starts with a graph that you
can customize to plot and compare several
| | 03:20 | metrics related to the
particular tab that you're viewing.
| | 03:24 | That's followed by a table view of the
data for the particular section of the
| | 03:27 | account that you're viewing.
| | 03:29 | That can also be customized to view
whatever metrics are important to you.
| | 03:34 | Moving to the next tab, Opportunities,
you'll see that the main area gives you a
| | 03:39 | list of automated ideas to help
you meet your advertising goals.
| | 03:44 | As your campaign starts to accrue data,
AdWords is trying to find ways to help
| | 03:48 | you do one of three things: increase
your traffic, balance your cost with
| | 03:53 | traffic, or help you manage your costs.
| | 03:56 | You'll also see a list of nest
practices with links to some of the tools that
| | 04:00 | can help you implement these suggestions.
| | 04:03 | In addition to ideas you also have a
quick way to compare your campaign's
| | 04:07 | performance to other advertisers as a benchmark.
| | 04:11 | Lastly in this tab, you'll see a list
of any ideas that you've taken advantage
| | 04:15 | of as pending changes to your account.
| | 04:18 | Next up is the Reporting and Tools tab.
| | 04:21 | Here you don't have a main screen but
instead you select the reporting feature
| | 04:26 | or tool that you want from a drop-down menu.
| | 04:28 | We'll be looking at these in detail
later in the course, but for now just know
| | 04:33 | that under the Reporting tab you'll
find things like the Keyword and Traffic
| | 04:37 | Estimator tools as well as access
to your Google Analytics and Website
| | 04:41 | Optimizer accounts.
| | 04:43 | Moving over one more tab to
the right is the Billing tab.
| | 04:46 | As the name suggests, this is where you
go to find all things billing-related.
| | 04:52 | From here, you can update your
billing options and review your balances and
| | 04:57 | past payments, as well as summaries.
| | 05:00 | Last but not least is the My account tab.
| | 05:03 | You'll find three options
under this section of AdWords:
| | 05:08 | Account access,
Notification settings and Preferences.
| | 05:12 | As with all the other tabs in this video
we'll delve into these deeper later in the course.
| | 05:17 | But for now just know that this is
where you'll go for administrative tasks
| | 05:22 | like granting access to your account
to others or telling Google when and how
| | 05:26 | you want to be contacted about
various alerts and notifications.
| | 05:30 | Understanding the basic structure of
the AdWords interface is one of the first
| | 05:35 | steps to successfully
managing your AdWords account.
| | 05:38 | As you work more and more in this
interface, you'll find that navigating to
| | 05:42 | where you need to be becomes quick and
easy, and understanding where to find
| | 05:47 | what you need will help you be more
efficient when you're creating, maintaining,
| | 05:51 | and optimizing your campaigns.
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| Exploring the My Account tab| 00:00 | After you've created your account,
you may want to update or change your
| | 00:05 | account-level settings or
billing data from time to time.
| | 00:08 | The Billing and My account tabs will let you
make these adjustments anytime you need to.
| | 00:14 | On the Billing tab you can
review your Billing Summary and your
| | 00:17 | Billing Preferences.
| | 00:20 | Your Billing Summary shows information
related to your payments as well as how
| | 00:24 | close you are to your billing threshold.
| | 00:26 | You can choose Daily or Monthly views
and look at the campaign activity that
| | 00:31 | resulted in charges.
| | 00:32 | You can print this information out for
your records or export it into a CSV or a
| | 00:37 | Google Doc spreadsheet.
| | 00:41 | On the Billing Preferences you can
change your method of payment, update
| | 00:44 | your Primary and Backup Payment options, and
redeem AdWords credits that you might have.
| | 00:50 | If you're a Prepay AdWords customer you can
also make payments right here on this page.
| | 00:56 | If you're an invoicing customer
you'll have a few additional features:
| | 01:00 | Invoice Summary and Budget.
| | 01:02 | Heading over to the Invoice Summary
screen, you'll see a Summary box as well as
| | 01:07 | a list of invoices that you have with
the amounts, the payment status, due
| | 01:11 | dates, and balances.
| | 01:14 | You have a few options for narrowing
down which invoices you're looking at and
| | 01:18 | you have the CSV and Google
Doc export options as well.
| | 01:22 | Lastly, on the Budget screen you'll see
the details of the specific agreement or
| | 01:27 | agreements that you have with Google.
| | 01:30 | This includes things like maximum
budgets, payment terms, agreement expiration
| | 01:34 | dates, specific purchase order
details, and things of that sort.
| | 01:39 | The My account tab lets you manage
who gets access to your account, what you
| | 01:44 | want to be notified about, and how
you want to be contacted and some
| | 01:48 | additional basic preferences.
| | 01:51 | Everyone who can log in to your
account has a particular level of access.
| | 01:55 | The first is Administrative access.
| | 01:58 | That's the highest level with
access to all the settings and controls
| | 02:01 | across your account.
| | 02:02 | You'll want to have very few people
with Administrative access and be very
| | 02:07 | careful with who you give it to.
| | 02:09 | The second is Standard access.
| | 02:11 | This is basically the same as an
administrator but this person can't
| | 02:15 | manage other users.
| | 02:17 | The third option is Read only, which is
pretty much exactly what it sounds like.
| | 02:22 | This is great for an outside
analyst who needs to see the data but not
| | 02:26 | necessarily touch any
settings or configurations.
| | 02:29 | The Notification settings
are pretty straightforward.
| | 02:32 | You can basically choose to be
notified through the online interface or via
| | 02:36 | email for a variety of
different types of notifications.
| | 02:40 | You'll probably want to make sure that
the important ones like critical billing
| | 02:44 | alerts or disapproved ads alerts are
getting emailed to you so that your account
| | 02:48 | keeps running smoothly.
| | 02:51 | Finally, the Preferences area allows you to
see what time zone you've set your account to,
| | 02:56 | enable auto-tagging for your Google
Analytics integration and you can always go
| | 03:01 | here to review the terms of service.
| | 03:03 | Lastly, you'll see promotional links to
other Google services like Google Sites.
| | 03:08 | The Billing and My Account tabs can be
accessed any time and they can be very
| | 03:13 | helpful in handling the
logistical aspects of your AdWords account.
| | Collapse this transcript |
| Understanding the updates to the Billing tab| 00:00 | If you've been watching these videos
and you've noticed that your Billing tab
| | 00:03 | looks a little different then you've
been upgraded to the new Billing tab,
| | 00:07 | which is being rolled out to
advertisers as this course is being recorded.
| | 00:11 | This won't change your billing methods
or the forms of payments that you have in
| | 00:14 | your account, but let's take a look at
some of the changes and the new features
| | 00:17 | that have come with the updated Billing tab.
| | 00:20 | First there were some
changes to what things are called.
| | 00:23 | What used to be known as Postpay is now
called Automatic payment and if you've
| | 00:28 | chosen to go this route, then you also have
the option of making a payment at any time.
| | 00:33 | Just click the Make a payment button
and you can use any form of payment
| | 00:37 | available for your country
and your currency settings.
| | 00:41 | If you were a prepay customer prior to
the upgrade you should know that this
| | 00:45 | is now called manual payments, but nothing
has changed with the way that this option works.
| | 00:49 | The only change is that instead of a
link called Make payments, it's now a
| | 00:53 | button with the same label
in your Billing Summary page.
| | 00:56 | You'll also want to make note that what
was known as a direct debit is now just
| | 01:01 | an automatic payment but this time by
bank account instead of a credit card.
| | 01:05 | And now you have a Settings tab where
you can add multiple different forms of
| | 01:09 | payments and switch
between them whenever you like.
| | 01:14 | Another change is that you can now use
different addresses for your business and
| | 01:18 | your forms of payments and on top of
that, each different form of payment can
| | 01:22 | now have its own billing address.
| | 01:25 | Lastly, if you're looking for a place
to add promotional codes that you may
| | 01:28 | have received, you can find that in
the More actions drop-down of the new
| | 01:32 | Billing Summary screen.
| | 01:34 | Things can change pretty fast with
AdWords, but you'll find that updates
| | 01:38 | like these are usually pretty intuitive and
the new features are usually pretty useful.
| | 01:43 | Remember, the help files have been updated too.
| | 01:45 | so I'd encourage you to read through
them if you have any questions about these
| | 01:49 | changes when your account gets updated.
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|
|
4. Starting Your First CampaignOrganizing campaigns and ad groups in your account| 00:00 | There is no one right way to organize
your campaigns, but if you take the time
| | 00:04 | upfront to understand account structures
and learn some strategies for how to do
| | 00:08 | this thoughtfully, you'll be
saving yourself both time and money.
| | 00:12 | Here's a quick recap of your account structure.
| | 00:15 | At the very top you have
got your AdWords account.
| | 00:18 | You can have up to 25 active campaigns
in your AdWords account and underneath a
| | 00:23 | campaign you've got ad groups.
| | 00:26 | Within each Campaign you can
have up to 2000 active ad groups.
| | 00:30 | Now inside each ad group you have
keywords and ads and within each ad group you
| | 00:36 | can have up to 2000 active keywords.
| | 00:39 | So how do you start to organize your
account and put all these pieces together?
| | 00:44 | First, keep in mind that a campaign is
nothing more than a collection of settings.
| | 00:49 | If you're going to be advertising related
products or services in more or less the same way.
| | 00:54 | meaning that you're going to target the same
kinds of networks, languages, and geographies,
| | 00:59 | then you probably don't
need to create a new campaign.
| | 01:02 | In this case, you would simply create
new ad groups within that one campaign.
| | 01:07 | Keep in mind that the most successful
AdWords accounts have campaigns that
| | 01:11 | are filled with specific ad
groups that are built around very
| | 01:15 | tightly-organized themes.
| | 01:17 | So let's talk more about some
examples of potential account
| | 01:20 | organization options,
| | 01:21 | whether at the campaign or the ad group levels.
| | 01:24 | First, you can organize campaigns
based on your product and service types.
| | 01:29 | One option is to create separate
campaigns for different product categories.
| | 01:35 | For example, if you sell olive oil,
you might have a campaign featuring olive
| | 01:39 | oil products for cooking.
| | 01:41 | A second campaign might advertise olive
-based cosmetic products, and a third
| | 01:47 | campaign might advertise
your olive haircare products.
| | 01:50 | Within each campaign, you would set up
separate ad groups for the specific items
| | 01:55 | that then fall under these broader categories.
| | 01:58 | So in the cooking-product campaign you
might have different ad groups for virgin
| | 02:02 | olive oil and olive oil salad dressing.
| | 02:05 | In your cosmetics campaign you would
have Ad groups for things like olive oil
| | 02:10 | facial cleanser and olive oil shampoo.
| | 02:13 | A second option that you might choose to
use is to organize campaigns by brand-names.
| | 02:19 | If your web site sells a variety of
brand-name products then you might find that
| | 02:23 | branded keywords convert better
than generic product descriptions.
| | 02:27 | You can designate separate ad groups or
campaigns for each brand, depending on
| | 02:32 | the variety and the types of
products under a given brand-label.
| | 02:35 | As an example, you might create
separate campaigns for three different
| | 02:39 | brands and then put Ad groups under
each of these for things like cooking
| | 02:42 | oils and cosmetics.
| | 02:44 | Or, you might flip that around and
create a single campaign for shampoos and
| | 02:49 | under that you would have ad
groups for the various brand names.
| | 02:53 | A third option is to
organize campaigns by web site.
| | 02:57 | If you have multiple web sites, you can
create a separate campaign for each of
| | 03:01 | your web properties.
| | 03:02 | In fact, if you fall under this
category then you might even consider creating
| | 03:06 | separate AdWords accounts for each site.
| | 03:09 | Keep in mind that the AdWords system
limits each ad group to one website.
| | 03:14 | So even if you've kept all of
your websites in the same account,
| | 03:17 | you would need to have at the very least
different ad groups for each of your sites.
| | 03:21 | A fourth option is to organize your
accounts by seasonal products and services.
| | 03:26 | If your products are affected by
seasonality then you can place them in their
| | 03:30 | own campaign so that they can be scheduled,
paused, and resumed according to the time of year.
| | 03:36 | For example, if you sell fresh olives
during their peak season, you can schedule
| | 03:41 | your campaign to start and end
during this specific time period.
| | 03:44 | And you might keep around a holiday
campaign for all of the olive oil product
| | 03:49 | gift baskets that you sell,
| | 03:51 | turning it on during the holiday season.
| | 03:53 | A fifth option is to organize your
campaigns by geographic location.
| | 03:58 | If your business has any geographic
considerations like shipping restrictions
| | 04:02 | or brick and mortar locations or if
you market your products and services
| | 04:06 | differently based on location, then you
might want to target your ads to specific areas.
| | 04:10 | For example, you might only have a
license to sell a certain type of olive oil
| | 04:15 | inside the state of California, or you
might want to tailor a gift basket to
| | 04:19 | only people from big cities or maybe
you're an attorney and you can only
| | 04:23 | practice law in one or two states.
| | 04:25 | Maybe international shipping policies
change the products that you can offer to
| | 04:29 | certain countries or maybe you just
sell your products or render your services
| | 04:33 | at physical store locations.
| | 04:35 | The bottom line here is that you can
use this kind of campaign structure to
| | 04:39 | really target the right prospects with
the right products and make sure you're
| | 04:43 | not wasting advertising dollars
promoting things that you can't deliver.
| | 04:47 | Finally, you can organize your
campaigns by general themes or functions.
| | 04:52 | A company that provides only a few
products or services may still want to set
| | 04:56 | up separate campaigns or ad groups,
because the same product or service may
| | 05:00 | satisfy a variety of needs.
| | 05:03 | As an example, the same bottle of
organic olive oil could be advertised
| | 05:07 | differently, focusing on
different competitive advantages.
| | 05:10 | One Ad group might target
professional chefs and restaurant owners, where
| | 05:14 | another might target the home kitchen.
| | 05:17 | One might focus on the fact that this
is an organic product where another might
| | 05:21 | focus on the farm that these olives came from.
| | 05:24 | You might choose to focus campaigns
or ad groups on the theme of recipe,
| | 05:28 | where you let them look at all of your
mouthwatering food pictures and then give
| | 05:31 | them a coupon to save 25% off.
| | 05:34 | By the way, this is the active
ingredient in every single recipe you're showing.
| | 05:40 | There is no one right way to organize
your AdWords account, but the more time
| | 05:44 | that you spend upfront laying a
framework for your account, the easier your job
| | 05:48 | will be in managing your
campaigns and ad groups.
| | 05:51 | As a bonus, a better organized account
usually translates into greater success
| | 05:56 | with AdWords, helping connect your ads
with searchers at that magic marketing
| | 06:00 | moment when they are actively looking for you.
| | Collapse this transcript |
| Exploring the Campaigns tab| 00:00 | Now let's walk through the Campaigns
tab, which is where you'll likely be
| | 00:04 | spending most of your time and where
all of your campaigns are housed within
| | 00:08 | the AdWords interface.
| | 00:09 | Inside the Campaigns tab, you have the
navigation tree to your left and several
| | 00:14 | sub-tabs to your right.
| | 00:16 | Here you can go back and forth
between Campaigns, Ad groups, Settings, Ads,
| | 00:21 | Keywords, and Networks.
Regardless of what sub-tab you're in,
| | 00:26 | in the upper right-hand corner,
there is a date range tool.
| | 00:29 | You can use this tool to change the
date range of the data that is reported.
| | 00:34 | In addition to some useful presets like
this week or last 30 days, you can also
| | 00:39 | apply custom date ranges here. A quick tip.
| | 00:43 | Always make sure that you're comparing
apples to apples when looking at your data.
| | 00:48 | You want to make comparisons over the same
days of the week and the same number of days.
| | 00:53 | Don't go comparing a Monday, Tuesday,
Wednesday with a Friday, Saturday, Sunday.
| | 00:58 | And make sure to account for things like
holidays and seasonal changes that may
| | 01:02 | skew your comparisons.
| | 01:05 | On the Campaigns tab, you'll find
information about each of your campaigns with
| | 01:09 | summaries of things like Clicks,
Impressions, Click-Through Rate, Average CPC,
| | 01:14 | Average Position, and much more.
| | 01:16 | This account has conversion tracking turned on.
| | 01:19 | So you can also see columns for things
like Conversions and Cost/conversion for
| | 01:23 | each of your campaigns.
| | 01:25 | Remember at this level all of
these metrics are shown as aggregates for
| | 01:30 | the entire campaign and then summed
up at the bottom of the table for an
| | 01:34 | account level total.
| | 01:36 | The bar right below the tabs contain
some options for different ways that you
| | 01:40 | can arrange your data.
| | 01:42 | The first option lets you toggle
between which campaigns you're looking at.
| | 01:46 | You can choose to view all campaigns,
only the enabled campaigns, or all
| | 01:51 | but deleted campaigns.
| | 01:53 | It's important to know that in AdWords,
a campaign is never actually deleted.
| | 01:58 | It's just marked with a deleted status.
| | 02:00 | The next option is your Segment drop-down.
| | 02:04 | Here you have the option to segment
your data based on things like Network, or
| | 02:08 | Click type, or Device, Experiment,
or by a specified amount of time.
| | 02:14 | Here we'll segment by Day.
| | 02:16 | So now we can see each day
broken out into its own row.
| | 02:20 | The next option is for your filters.
| | 02:23 | Filters allow you to drill down and look
at a specific subset of your data, which
| | 02:27 | can be very helpful in uncovering insights.
| | 02:30 | For example, you might want to take a
look at only the data for situations where
| | 02:35 | your ad was placed in the position
lower in the result set. And note that you
| | 02:41 | can cascade filters too.
| | 02:43 | So maybe we want to only look at data
where we paid more than a dollar per click
| | 02:47 | and the ad showed up in a low position.
And filters become even more useful when
| | 02:53 | you're looking at data at the keyword
or ad group level, since there is a lot
| | 02:57 | more data to sift through.
| | 03:00 | Moving over to the right, we've got the
ability to control which columns we want
| | 03:04 | to look at in our table.
| | 03:07 | Depending on what level of
detail you're looking at, you'll have
| | 03:10 | different options here.
| | 03:11 | At the campaign level, we could choose
to enable some competitive metrics like
| | 03:15 | Impression Share by just checking the box.
| | 03:18 | Note that we can also drag and drop
columns around to reorder how they're displayed.
| | 03:24 | If I wanted to see impressions before
clicks, for example, just drag it to
| | 03:28 | where you'd like it to be.
| | 03:31 | The next icon brings up
all of our graphing options.
| | 03:35 | Here we can choose what metric we
want to graph and we can even compare it
| | 03:40 | against other metrics. For example, maybe
we want to see impressions instead of clicks.
| | 03:46 | And then we want to compare that with
our average position. Or maybe we want to
| | 03:54 | compare this week's
impressions with last week's.
| | 03:57 | We can do that by
selecting Compare to > Date range.
| | 04:01 | The last option on this bar gives
us the option to download a report.
| | 04:06 | Here you can choose from a number of
formats including things like Excel, and
| | 04:11 | PDF, Tab- and Comma-separated,
and even compressed formats.
| | 04:15 | You can also set your segments here so
that the reports you are downloading have
| | 04:20 | the data that you are
interested in reviewing or sharing.
| | 04:22 | For example, if my boss wanted to see
how my campaigns were doing based on user
| | 04:27 | devices, I can just create a
quick PDF with the Device segment on.
| | 04:33 | I can even schedule this report to be
automatically generated and sent to all of
| | 04:38 | the account users once a month.
| | 04:40 | While we're still on the Campaign sub-tab,
| | 04:44 | underneath the graph, I see a button to
create a new campaign which will take me
| | 04:49 | through the new campaign setup process.
| | 04:52 | We also have a Change status function
that lets you activate, pause, or delete
| | 04:57 | items using the checkboxes next to
the campaigns you'd like to change.
| | 05:01 | See how easy it is to activate all my campaigns?
| | 05:04 | Lastly, this is where we find
our Alerts and Automation features.
| | 05:08 | For now, just know that this is where they live.
| | 05:12 | You'll find all of these general
features on other sub-tabs as well, though the
| | 05:16 | scope of what you're
looking at will change a bit.
| | 05:19 | So let's head over to the Ad groups
tab where you'll see a lot of the same
| | 05:22 | metrics that we saw at the campaign level.
| | 05:25 | Only this time, it's just broken
down to the individual ad groups.
| | 05:30 | If I found that I had a poor
performing campaign, I could drill into the
| | 05:34 | specific ad groups that might be
bringing that campaign down and start
| | 05:38 | addressing the issues.
| | 05:39 | Over on the Ads tab, we'll
see the same sort of thing.
| | 05:44 | Rather than looking at our
performance metrics by campaign or ad group, now
| | 05:48 | we're looking at these metrics for
each of our different ad creatives.
| | 05:52 | This time we've got a New Ad button and we
can edit our ads directly from the screen.
| | 05:58 | But other than that, you can see
that the interface is very similar.
| | 06:03 | If we move to the Keywords tab,
we're diving in even deeper.
| | 06:08 | Here we're looking at the data as it
relates to each keyword, allowing you
| | 06:12 | to make optimization decisions based on
how your individual keywords are performing.
| | 06:18 | Note that we still have the ability to
do things like segment, and filter, and
| | 06:22 | change the columns that we are viewing.
| | 06:24 | Only now we have more granular
levels of detail that we can look at.
| | 06:28 | For example, I always like to enable
the Quality score column for my keywords.
| | 06:36 | You've also got a few
more options under the graph.
| | 06:39 | By using the Edit functions, you can make
bulk changes to all of your keywords at once.
| | 06:45 | You can use the Edit in table mode or
you can even use a Google spreadsheet
| | 06:49 | right in the interface.
| | 06:52 | Another option that shows up in the keyword
sub-tab is the See search terms drop-down.
| | 06:58 | This is where you can see what users
were actually typing into Google that
| | 07:02 | triggered your ads and this is a
fantastic place to look for negative keywords.
| | 07:07 | If you're selling olive oil and
someone typed in how to plant an olive tree,
| | 07:11 | well, your broad match keyword bid on
olive might have triggered your ad to show.
| | 07:17 | But this is not a click
that you want to pay for.
| | 07:19 | They are not looking to buy olive oil.
| | 07:22 | With the See search terms report, if
you find a users search query that you
| | 07:26 | don't want your ads to show up for,
you can just click the Add as negative
| | 07:30 | keyword button and AdWords will stop
showing your ad for those search queries.
| | 07:35 | You can also take a look at the More
actions drop-down where you'll find things
| | 07:39 | like the ability to test whether or not
your ads are showing for your keywords
| | 07:43 | in certain languages and locations.
| | 07:46 | The next tab is the Networks tab and
this one is a little less overwhelming.
| | 07:51 | Here, we're basically just breaking
down our performance metrics by where our
| | 07:56 | ads have been shown.
| | 07:57 | on the Search or on the Display Networks.
| | 08:00 | You'll find a summary of search network
data, and you'll also find all of your
| | 08:05 | placements for your display campaigns and
information on how they're performing here.
| | 08:10 | Lastly, this is where you can manage
your exclusions which is how you tell
| | 08:15 | Google what websites in the display networks
that you don't want your ads to show up in.
| | 08:21 | There are a handful of additional tabs
hidden inside a drop-down by default.
| | 08:25 | Things like the Audiences, Ad
extensions, and Dimensions tabs are a little
| | 08:30 | outside the scope of this video, but
you should know the they are here for when
| | 08:33 | you're ready to use them, and we'll be
getting into them later in the course.
| | 08:38 | The Campaigns tab is really
the heart of the AdWords account.
| | 08:41 | All of the information you need to set
up, monitor, and make changes to your
| | 08:46 | account is right here, and you'll
find that this is where you spend most of your time.
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| Creating a campaign using the default options| 00:00 | By now you've seen how the
AdWords structure is laid out
| | 00:03 | and you've see how things can be
organized and found in the interface.
| | 00:07 | So now, it's time to create
your first AdWords campaign.
| | 00:11 | On your very first login, you'll
see a screen that looks like this,
| | 00:15 | located under the Campaigns tab at the top.
| | 00:18 | To get started, click on the gray
button that says Create your first campaign.
| | 00:25 | This will take you to a screen
titled Select campaign settings.
| | 00:29 | Let's go through the process of setting up a
campaign using the AdWords default settings.
| | 00:35 | Here we'll use the example website to
twotreesoliveoil.com, focusing on one
| | 00:40 | product area, skincare.
| | 00:42 | First give the campaign a name
that helps you easily identify it.
| | 00:47 | Remember, you may eventually have a lot
more and a good naming convention will
| | 00:52 | make your job easier as your account grows.
| | 00:56 | The next, section titled Locations and
Languages allows you to specify where
| | 01:01 | your ads are eligible to appear
and what languages will be targeted.
| | 01:05 | Check out the video on location and language
targeting for more details on this feature.
| | 01:10 | For now, we'll just leave the defaults,
a bundle including the US and Canada and
| | 01:15 | a default language of English.
| | 01:17 | The next section is
labeled Networks and devices.
| | 01:21 | This section lets you specify where
your ads are eligible to appear and on what
| | 01:26 | kinds of computers and mobile devices.
| | 01:29 | Let's start with the Network subsection.
| | 01:31 | By default your ads will appear
everywhere Google can show them.
| | 01:36 | This includes Google Search, the search
partners and the Google Display Network.
| | 01:41 | If you want to change the setting,
called your ad distribution preference, you
| | 01:46 | would select the radio button labeled
Let me choose and make your changes.
| | 01:51 | For this example, let's leave the
default settings so that we're showing our
| | 01:55 | ads in all networks.
| | 01:56 | The second subsection is labeled
Devices and not surprisingly it allows you to
| | 02:02 | specify what kinds of
devices your ads can show up on.
| | 02:06 | By default your ads will be able to
show on all devices, but if you'd like to
| | 02:10 | change this setting just select Let me
choose and pick from options including
| | 02:15 | desktop and laptop computers,
iPhones, and other mobile devices.
| | 02:19 | You can even take this a step
further and specify the types of mobile
| | 02:23 | devices and Carriers.
| | 02:26 | For now, let's just leave the defaults.
| | 02:29 | The next section is called Bidding and budget.
| | 02:32 | Here you can specify what bidding
model you'd like to use and a daily budget.
| | 02:37 | Let's start with the
subsection labeled Bidding option.
| | 02:41 | The default option is Automatic
bidding to try to maximize clicks for
| | 02:45 | your target budget.
| | 02:47 | With this bidding model AdWords
tries to get you the most clicks possible
| | 02:51 | within your budget.
| | 02:53 | You don't need to specify
individual bids for ad groups, keywords, or
| | 02:57 | replacements, because AdWords
automatically adjust your maximum Cost Per Click,
| | 03:02 | your CPC, on your behalf.
| | 03:05 | You do have the option to limit the
amount AdWords can bid by checking the
| | 03:09 | box labeled CPC bid limit and then
specifying the limit that you're willing
| | 03:14 | to pay for a click.
| | 03:16 | For this example, let's use AdWords
default option and cap the bid at $0.50.
| | 03:23 | The second subsection labeled Budget
limits the amount that you can spend per
| | 03:28 | day on this campaign.
| | 03:29 | Let's cap the daily budget at $20.
| | 03:33 | The following two sections labeled Ad
extensions and Advanced settings contain
| | 03:38 | optional settings and features.
| | 03:40 | For this example, we will leave them
all at their default settings, but we'll
| | 03:44 | come back to these later in
the course. Congratulations!
| | 03:48 | You've now completed the
first step toward a new campaign.
| | 03:52 | Click on the Save and continue button at
the bottom to proceed to the next step.
| | 03:57 | Now it's time to write your first ad.
| | 04:00 | The default ad format is a text ad.
| | 04:03 | Let's go ahead and create an ad
for our olive oil hand lotion.
| | 04:08 | Don't forget to watch the videos on
ad guidelines and writing great ads.
| | 04:12 | So you'll know what to watch out for
and to get some great tips and best
| | 04:16 | practices to use when you're creating these.
| | 04:20 | The next section allows you to add
the keywords that you want to bid on.
| | 04:24 | You can type them in right here or
copy and paste them from somewhere else.
| | 04:29 | Make sure to watch the videos on
keyword research to get a better understanding
| | 04:33 | of how to find, evaluate,
and group good keywords.
| | 04:36 | For now, I'm just going to paste
in a few different keywords with
| | 04:40 | different match types.
| | 04:41 | The last step is an optional
section labeled Placements.
| | 04:46 | This allows you to select websites
and other placements available on the
| | 04:49 | Google Display Network.
| | 04:51 | By default, no placements are selected,
but you can always come back and add them.
| | 04:56 | At this point, you can click the
button labeled Save and finish.
| | 05:01 | And that's it. You just created your
first campaign in the ad and keywords of
| | 05:06 | your first ad group.
| | 05:08 | To create new campaigns, just click the
Create a new campaign button in the top left.
| | 05:14 | From here, you can easily create new
campaigns as well as additional ad groups
| | 05:20 | or ads within your existing campaigns.
| | 05:23 | So there you have it, creating
your first campaign from the default
| | 05:26 | Google AdWords settings.
| | 05:28 | This is something that you'll get very
comfortable with as you create more and
| | 05:32 | more campaigns and optimize your
AdWords advertising experience.
| | Collapse this transcript |
|
|
5. Customizing Your Campaign SettingsTargeting by location and language| 00:00 | One very useful set of features within
Google AdWords have to do with location
| | 00:04 | and language targeting.
| | 00:06 | These features allow you to
restrict where your ads can be shown, both
| | 00:10 | geographically and based on the
language that the searcher has specified as
| | 00:15 | their default language.
| | 00:17 | Let's start with locations.
| | 00:18 | Location targeting is
always set at the campaign level.
| | 00:22 | That means that all AdWords within that
campaign will be displayed according to
| | 00:27 | the preferences that you set.
| | 00:30 | If you want to show your ads through a
different geographic area, you would need
| | 00:34 | to create another campaign.
| | 00:36 | Here we're working on the
campaign labeled Skin Care Products.
| | 00:40 | To view your location targeting
preferences, highlight that campaign in the tree view
| | 00:44 | and then go to the
Settings tab in the middle window.
| | 00:49 | The second section on the Settings
page is labeled Locations and Languages.
| | 00:54 | In this particular account, when
you create a new campaign the default
| | 00:58 | locations are set to
Canada and the United States,
| | 01:01 | meaning AdWords will target those
geographic locations with your ads.
| | 01:05 | Basically the AdWords
system has three ways to do this.
| | 01:09 | First, AdWords will try to show your
ads to people who are physically searching
| | 01:13 | from within your selected targets.
| | 01:16 | To do this, AdWords considers the
searcher's IP address, which can be used to
| | 01:20 | locate where someone is
accessing the Internet from.
| | 01:24 | Second, AdWords looks at the Google
domain being used by the searcher.
| | 01:29 | For example, you could be sitting at
your desk in the United States, but you
| | 01:33 | might be using google.co.uk to
search for what you're after.
| | 01:38 | This would actually override your US-
based IP address and show you ads that have
| | 01:43 | been targeted to the United Kingdom.
| | 01:46 | Lastly, AdWords can also show your ads
to searchers who search terms signifying an
| | 01:51 | area within your target.
| | 01:53 | For example, if someone who is actually
sitting in London searches google.co.uk
| | 01:59 | for olive oil cream from the USA,
| | 02:02 | the AdWords system might show one of
your ads because the search terms identify
| | 02:07 | one of your target areas, the United States.
| | 02:10 | Recently, Google has given advertisers
a little more control over how they'd
| | 02:14 | like their location matching to work
| | 02:17 | and you can find this in the
Advanced location options section.
| | 02:22 | Here, you can choose from targeting
based on keywords in the search terms that
| | 02:26 | indicate a geographic intent or based on
where the device accessing the Internet
| | 02:31 | is physically located.
| | 02:33 | You can also just leave the default
setting, that the target is based on both of these.
| | 02:40 | To change the selected locations that
you want to target, just click on the blue
| | 02:44 | link labeled Edit under your selections.
| | 02:47 | This will pull up a new window with a map.
| | 02:50 | Notice the four tabs at the top. These tabs
provide different ways to do the same thing.
| | 02:56 | Select areas on the map where
your ads are eligible to appear.
| | 03:00 | The pane on the left shows your geo-
targeting options and your selections.
| | 03:05 | You can add or remove as
many selections as you like.
| | 03:09 | The first tab labeled Bundles is
useful for selecting large areas like North
| | 03:14 | America, Europe, Latin
America and things like that.
| | 03:18 | You can click on the plus symbol
next to the area to see sub-regions
| | 03:22 | included within that bundle.
| | 03:23 | For example, clicking on the plus
symbol next to Latin America will tell you
| | 03:28 | that your ads could show in 23
countries from Argentina to Venezuela.
| | 03:34 | The box at the bottom left
shows your selected locations.
| | 03:37 | These will be highlighted in blue on the map.
| | 03:40 | You also have the option to define
the locations in your selection that you
| | 03:44 | don't want your ads to show for.
| | 03:47 | Look for the link at the bottom
of the page labeled Exclude areas
| | 03:50 | within selected locations.
| | 03:53 | Our original settings specify the US and Canada.
| | 03:57 | Now we can pick areas within these
countries to exclude our ads. By clicking on
| | 04:02 | the plus symbols next to the names of
the areas, we can find areas to exclude.
| | 04:08 | When you're done, click on the
Done excluding button at the bottom.
| | 04:12 | The excluded areas will be
highlighted in red on the map.
| | 04:16 | The next tab labeled Browse offers a
more granular way to specify areas.
| | 04:22 | Instead of limiting you to countries,
| | 04:24 | you can view areas within each
country and add them to your list.
| | 04:28 | This is useful if you're targeting areas
like states or provinces or metro areas.
| | 04:34 | The third tab allows you to
search for a particular area.
| | 04:37 | For example, if you would like to
show your ads in Springfield, Illinois,
| | 04:41 | you could search for that area.
| | 04:43 | A search for Springfield
identifies 19 towns by that name.
| | 04:48 | So don't forget that exclude areas
within selected locations option if you're
| | 04:52 | not selling things in any
Springfield other than the one in Illinois.
| | 04:57 | The last out is labeled Custom.
| | 04:59 | In the top left corner, you can see
three subsections labeled Map point,
| | 05:04 | Custom shape, and Bulk.
| | 05:07 | Let's start with Map point.
| | 05:10 | This feature allows you to specify a
point on the map with the blue place marker
| | 05:14 | icon right there on the map.
| | 05:16 | That point will be the center of a
radius where your ads are eligible to appear.
| | 05:22 | Alternatively, you can specify an address.
| | 05:25 | If you would like your ads to show in
a radius from say the Abraham Lincoln
| | 05:29 | Presidential Museum in Springfield Illinois,
you would enter the address in the left pane.
| | 05:37 | You can specify whether or not you
want the address to show with your ads by
| | 05:41 | checking the box under the address.
| | 05:43 | Finally, specify the size of the radius.
| | 05:47 | It has to be between 1 and 500 miles.
| | 05:50 | The second subsection is labeled Custom shape.
| | 05:54 | This allows you to use the blue place
marker icon to define points on the map.
| | 05:59 | The map points just have to
meet to define an enclosed space.
| | 06:04 | So let's say, we want to target some
specific areas to the northeast of Springfield.
| | 06:08 | Well, just draw a shape and we're good to go.
| | 06:14 | Last but not least is the Bulk option.
| | 06:18 | This is what you'd use if you're looking
to define many different areas at once.
| | 06:23 | A good use of this would be if you
happen to have a list of zip codes that fit a
| | 06:27 | certain demographic
profile that you want to target.
| | 06:30 | Here I'm just pasting in a list I've
already got on my clipboard and now my
| | 06:34 | ads will only be showing to
people in those zip codes.
| | 06:38 | Once you've defined the areas that you
would like to target, click on the Save
| | 06:41 | button at the bottom left.
| | 06:43 | That's it. Now you've just
updated your location preferences.
| | 06:47 | The second targeting option
in this section is Languages.
| | 06:50 | In this account, when a new campaign is
created the default language is English.
| | 06:55 | This means that if the searcher's
Google preferences are set to English,
| | 06:59 | they can see your ads.
| | 07:01 | But if you wanted to target people that used
different languages, you can do that here.
| | 07:06 | One thing to keep in mind is that
Google will not translate your ads, your
| | 07:11 | keywords, or your landing page.
| | 07:13 | So, if you wanted to create a campaign
of French keywords and French ads that
| | 07:17 | send people to French language
landing pages, then this is where you would
| | 07:21 | update your language target setting to French.
| | 07:24 | Restricting where your ads can show
geographically and who they can be shown
| | 07:29 | to by language can help you really
target the right people with the right
| | 07:33 | message, making your advertising more
relevant and more likely to result in a positive ROI.
| | Collapse this transcript |
| Targeting different networks and devices| 00:00 | The AdWords system gives you the ability
to control where your ads appear and on
| | 00:04 | what types of devices.
| | 00:06 | These options are referred to as your
ad distribution preferences and these
| | 00:11 | preferences are set at the campaign
level and they'll affect all ad groups
| | 00:15 | within that campaign.
| | 00:17 | So if you have a campaign dedicated to
showing mobile ads only on Google searches,
| | 00:22 | if you decide that you'd like an ad
group to focus on the Display Network later,
| | 00:26 | you'll want to create a new campaign
with the appropriate targeting settings and
| | 00:30 | then build that ad group inside of it.
| | 00:33 | Let's work on the campaign
labeled Skin Care Products.
| | 00:36 | To view your ad distribution
preferences, highlight that campaign in the tree
| | 00:41 | view on the left and then go to the
Settings rollup tab in the middle window.
| | 00:45 | The third section down his
labeled Networks and devices.
| | 00:50 | Let's start with Networks. When you
create a campaign your ads will default to
| | 00:55 | all networks and devices.
| | 00:57 | This would allow your ads to appear on
three separate ad distribution networks.
| | 01:01 | Let's take a look at how to edit this.
| | 01:03 | Start by clicking on the blue Edit link next to
Networks, then you'll see two radio button options:
| | 01:09 | All available sites and Let me choose.
| | 01:13 | To see all of your
options, click Let me choose.
| | 01:17 | From here, you'll see two categories
to choose from: Search and Display.
| | 01:22 | The first network is Google Search.
| | 01:24 | This includes google.com and all
other Google domain extensions.
| | 01:29 | These are for text ads only,
| | 01:31 | keyword targeted to searches made on
google.com and the other country specific
| | 01:36 | Google search engine websites.
| | 01:38 | The second option is labeled Search partners.
| | 01:41 | Keep in mind that to show your ads on
this network you have to also show your
| | 01:45 | ads on Google Search.
| | 01:47 | The search partners, sometimes
referred to as the Search Network,
| | 01:51 | operate in the same way as Google Search.
| | 01:54 | Again, these are only going to show
text ads that are keyword targeted.
| | 01:59 | The search partners are made
up of Google properties like
| | 02:02 | Google Groups, Google Maps
and Google Product Search,
| | 02:05 | as well as other websites
like Amazon.com and Virgin Media.
| | 02:10 | The search partners is an all or nothing network.
| | 02:13 | Unfortunately, you don't get to select
or exclude individual sites that you'd
| | 02:18 | like your ads to show up on.
| | 02:20 | The other network is the Google Display Network,
| | 02:23 | commonly called the GDN and
formerly known as the Content Network.
| | 02:28 | The GDN is made up of over a million
other web sites and it draws from other
| | 02:32 | Google properties like YouTube, as well
as things like Google's AdSense program
| | 02:37 | and the DoubleClick network.
| | 02:39 | The actual web sites and pages where
your ads can show on this network are
| | 02:43 | known as placements.
| | 02:45 | Unlike Google search and the
Search partner's networks, the GDN is
| | 02:49 | contextually targeted.
| | 02:51 | that means that AdWords will try to
show ads that are related to the content on
| | 02:55 | the web pages where the ad can be placed.
| | 02:58 | So if a display network web site has a
blog post or an article about the benefits
| | 03:03 | of olive oil for the skin, your ad for
olive oil skin care products would be
| | 03:07 | relevant and it might end up showing there.
| | 03:10 | Unlike the other networks, the GDN
allows image, video, and rich media ads, as
| | 03:15 | well as the standard text ads.
| | 03:18 | You'll see two options under Display.
The first is labeled Relevant pages across
| | 03:23 | the entire network, and this option
allows the AdWords system to identify
| | 03:28 | appropriate placements for your ads.
| | 03:31 | Your ad can show anywhere
that Google deems appropriate.
| | 03:34 | The second option is labeled Relevant
pages only on the placements, audiences,
| | 03:39 | and topics that I manage.
| | 03:41 | This option allows your ads to show on the
GDN, but only on placements that you select.
| | 03:47 | To use this feature, you would need to
do some research and then specify your
| | 03:51 | placements from the Networks rollup tab.
| | 03:54 | These are known as managed placements
and they give you the most control over
| | 03:58 | where your ads are showing.
| | 04:00 | We might want to dedicate this campaign
to just search networks and then create
| | 04:04 | another campaign that we target
only the Google Display Network.
| | 04:08 | To make this change, we just uncheck
the box next to Display network and click
| | 04:12 | the Save button to confirm.
| | 04:15 | The next subsection is labeled Devices.
| | 04:18 | The default option is All,
| | 04:19 | which means AdWords can show your ads
on any device that's capable of accessing
| | 04:24 | the Internet and displaying ads.
| | 04:26 | This includes things like desktop
computers and laptop computers, as well as
| | 04:30 | mobile devices with full Internet browsers.
| | 04:33 | To view your device options,
click on the blue Edit link.
| | 04:37 | Again, we have two radio buttons and to
see your options, just click Let me choose.
| | 04:42 | That first option is labeled a Desktop
and laptop computers and if you leave it
| | 04:46 | checked, your ads can show on these devices
| | 04:49 | The second option is labeled by
iPhones and other mobile devices with full
| | 04:53 | Internet browsers and leaving this one checked
will allow your ads to show on those devices.
| | 04:58 | But let's take it a little further by
clicking on the blue link beneath it
| | 05:01 | labeled Advanced device and carrier options.
| | 05:05 | Now you have the ability to select a
specific devices, including Android,
| | 05:09 | Iphone/iPod Touch, Palm webOS or iPad,
and if you want to restrict your ads to
| | 05:15 | particular cellular networks, you can
select the radio button labeled Target
| | 05:20 | only selected mobile carriers.
| | 05:22 | So let's say you're Verizon and
you're trying to entice all those iPhone
| | 05:26 | users to switch over to you from AT&T.
You can create a campaign dedicated to
| | 05:31 | iPhone devices on the AT&T network and talk
about all the good reason for making the switch.
| | 05:37 | Or if you've got a new iPad friendly
shopping cart or a new app you want to
| | 05:41 | promote, you can target just
iPad users across all carriers.
| | 05:46 | Once you've made your
selections, just click the Save button.
| | 05:51 | Understanding and using your ad
distribution preferences will help you to
| | 05:55 | target the right devices with the
right ads that run on the right networks,
| | 05:59 | which will ultimately give you even
more control over who sees your ads and how they see them.
| | Collapse this transcript |
| Understanding bidding options and setting a budget| 00:00 | The AdWords system allows you to
specify the bidding model that you'd like
| | 00:03 | to use in the auction,
| | 00:05 | as well as the maximum that you'd
like to spend per day, and you can do this
| | 00:08 | for each of your campaigns.
| | 00:10 | These preferences are set at the
campaign level and they affect all ad groups
| | 00:15 | within that campaign.
| | 00:16 | Let's walk through the different
options and how to configure them with our
| | 00:19 | campaign that we called Skin Care Products.
| | 00:23 | To view your bidding and budget
preferences, highlight the Campaign in the tree
| | 00:27 | view and then go to the
Settings rollup tab in the middle view.
| | 00:30 | Bidding and budget is the
fourth section on the page.
| | 00:34 | You have a few different bidding options
available to you, and to see them, just
| | 00:38 | click on the blue Edit link.
| | 00:40 | The first radio button is
labeled Focus on clicks.
| | 00:44 | You basically have two
options within this subsection.
| | 00:47 | The first is called Manual bidding
for clicks and this means that you'll
| | 00:51 | specify the maximum amount that you'd
like to pay for your clicks at either the
| | 00:56 | ad group or the keyword level.
| | 00:58 | This is the option that gives you the
maximum control over your bidding, but the
| | 01:02 | trade-off is that you'll need
to manage these bids by yourself.
| | 01:05 | The second option is called Automatic
bidding to try to maximize clicks for
| | 01:10 | your target budget.
| | 01:11 | This is the easiest way to set up your
bidding structure, but it offers the least control.
| | 01:17 | With automatic bidding, you're
allowing AdWords to adjust your bids on your
| | 01:21 | behalf in order to get you
as many clicks as it can.
| | 01:25 | You have to remember that the goal of
automatic bidding is not to achieve a
| | 01:29 | specific ad position or to get clicks
that result in certain conversion rates.
| | 01:33 | It's just to get you as many
clicks as possible within your budget.
| | 01:37 | For example, if your budget was $100
per day, this option might end up getting
| | 01:43 | you one hundred $1 clicks, or ten $10
clicks, or any combination in between.
| | 01:50 | AdWords is simply trying to get you as
many clicks as it can for your budget target.
| | 01:55 | You do have the ability to limit the
amount that the AdWords system can pay for
| | 01:59 | an individual click with automatic
bidding, and you do this by selecting the
| | 02:03 | CPC bid limit checkbox.
| | 02:06 | If you check this box and you enter say
$0.50, it means that AdWords cannot bid
| | 02:12 | higher than $0.50 for an
individual click within this campaign.
| | 02:16 | But it will still try to get you as many
clicks as possible within that constraint.
| | 02:22 | Another bidding feature is called Enhanced CPC.
| | 02:26 | This option works in conjunction with
both manual and automatic bidding options
| | 02:31 | and what it does is it gives you a way
to have AdWords not just focus on clicks
| | 02:35 | alone, but also to look at conversions.
| | 02:38 | To take advantage of Enhanced CPC,
| | 02:41 | you have to have conversion
tracking setup in your account.
| | 02:44 | And we'll cover that in another video.
| | 02:46 | But very basically, conversion tracking
tells you if a click on your ad resulted
| | 02:51 | in a desirable behavior, like a
purchase or a form submission.
| | 02:55 | Enhanced CPC dynamically adjust your
bids allowing the system to increase
| | 03:00 | your maximum cost-per-click by up to
30% if a conversion is likely based on
| | 03:05 | your conversion data.
| | 03:06 | This is an easy way to achieve a
higher ROI from AdWords, because it helps
| | 03:11 | you to not just get clicks, but to
get clicks that are likely to convert on
| | 03:15 | your web site's goals.
| | 03:17 | Enhanced CPC doesn't require any
minimum number of conversions, so you can turn
| | 03:22 | this feature on as soon as you've got
conversion tracking set up in your account.
| | 03:26 | The next bidding auction is called Focus
on conversions and this is what's known
| | 03:30 | as the Conversion Optimizer.
| | 03:33 | The Conversion Optimizer uses your
account's data to predict the likelihood of a
| | 03:38 | conversion for your ads every
time they're eligible to appear.
| | 03:42 | To do this, AdWords uses factors like
the search terms that the user entered,
| | 03:46 | the geographic location of the searcher,
the searcher's language, the browser,
| | 03:49 | and their operating system, and the
types of website that your ad might be
| | 03:53 | eligible to show on within
the Google Display Network.
| | 03:56 | Ultimately, AdWords is going to
try to get you as many conversions as
| | 04:00 | possible for your budget, and to
do this, Conversion Optimizer will
| | 04:04 | dynamically adjust your bids to
achieve as many conversions at the lowest
| | 04:09 | cost-per-acquisition or CPA possible.
| | 04:13 | To use this model you have to have
conversion tracking setup in your account and
| | 04:18 | you need a minimum of 15 conversions
from the campaign in the past 30 days.
| | 04:23 | With this baseline data,
conversion optimizer tracks to a
| | 04:26 | cost-per-acquisition goal that you set.
| | 04:29 | If you meet these requirements and if
this model is available for your campaign,
| | 04:33 | you'll have two options.
| | 04:35 | You can either select a maximum CPA or
a target CPA. AdWords will use your data
| | 04:41 | to suggest what either your max bid
or your target CPA should be for an
| | 04:46 | acquisition, or you can
override that with a custom bid.
| | 04:51 | Remember you are bidding for
conversions now, not clicks.
| | 04:55 | The last bidding option is called CPM bidding.
| | 04:58 | This bidding model allows you to set
the maximum amount that you're willing to
| | 05:02 | pay for every thousand times that your ads
are shown, whether they're clicked on or not.
| | 05:08 | Note that this kind of bidding is
only allowed for campaigns that are using
| | 05:11 | the Display Network.
| | 05:13 | So let's go ahead and change our
network preferences, so that we can see the
| | 05:17 | CPM bidding option.
| | 05:19 | To do this we just had up to the
Network settings and click on Edit.
| | 05:25 | Then we turn off the Google search and the
Search partners and turn on the Display
| | 05:29 | Network, selecting either
automatic or managed placements.
| | 05:33 | Now we go ahead and save and if we go
back to our bidding options, we'll now
| | 05:37 | have an option for Focus on impressions.
| | 05:40 | When you select this option, you have
to supply an initial maximum CPM bid
| | 05:45 | and this will be the one that's
applied as a default to all of the ad groups
| | 05:49 | within the campaign.
| | 05:51 | You can always go in and edit
individual bids at the ad group level as well,
| | 05:55 | and when you do that, the bids that you
set at the ad group level will override
| | 05:59 | the campaign defaults.
| | 06:01 | Those are all of your different bidding options.
| | 06:04 | Remember you can always come back to
these campaign settings if you want to
| | 06:07 | switch your bidding model
or your bids at any time.
| | 06:11 | The second subsection here is called
Budget and this is just the maximum amount
| | 06:15 | of money that you're willing to
spend each day for this campaign.
| | 06:19 | This has no impact on your ad's position
on the page, but it does have an impact
| | 06:25 | on how often AdWords shows
your ads throughout the day.
| | 06:28 | The higher your budget, the more
frequently AdWords can show your ads, because
| | 06:32 | the more clicks you'll be able to pay for.
| | 06:35 | Another very important note here is
that AdWords can actually spend up to 20%
| | 06:40 | more than what you set here during a
single day, but over the course of a month
| | 06:44 | it will never spend
more than what you've budgeted.
| | 06:47 | So if you set a $10 daily budget here,
you might have some days that spend up to
| | 06:52 | $12, but during the month, you won't
be charged any more than $304, which is
| | 06:58 | just your $10 budget times
30.4 average days per month.
| | 07:03 | Another thing to note is that AdWords
doesn't have a master budget option.
| | 07:08 | Budgets are set for each
campaign in your account.
| | 07:11 | Keep this in mind, so that you're
able to manage each of your different
| | 07:14 | campaign's budgets to your
overall AdWords spending targets.
| | 07:18 | So now you know the various ways
that AdWords lets you bid on clicks
| | 07:22 | and impressions and how to set budgets and
spending limits for each of your campaigns.
| | 07:27 | Knowing how you can spend money on
AdWords and how to limit how much is
| | 07:31 | being spent can help you achieve your
advertising goals and avoid those surprising charges.
| | Collapse this transcript |
| Setting your delivery method| 00:00 | We've seen how the AdWords system
allows you to specify preferences like
| | 00:04 | language, location, and
budgets at the campaign level.
| | 00:07 | Now, let's talk about another setting
that allows you to specify how quickly
| | 00:11 | your ads are shown over the course of a day.
| | 00:13 | For this example, we're still working on
the campaign labeled Skin Care Products.
| | 00:18 | So we've highlighted that campaign in
the tree view on the left and we are in
| | 00:22 | the Settings rollup tab in the middle window.
| | 00:25 | Now we just scroll down to the section
labeled Bidding and budget, and this time
| | 00:30 | we will click on that Delivery
method link to see these settings.
| | 00:34 | The default option is
Standard: Show ads evenly over time.
| | 00:39 | This means that the AdWords system
shows your ads as evenly as possible over 24 hours,
| | 00:44 | based on your budget.
| | 00:46 | The 24-hour period runs from midnight
to 11:59 pm, based on the time zone that
| | 00:51 | you've selected when you created your account.
| | 00:54 | If your budget is sufficient, your ads can
show every time someone searches on your keywords.
| | 01:00 | If your budget is limited, your ads may
not show every time a search happens.
| | 01:04 | With standard delivery, AdWords spreads
impressions as evenly as possible over
| | 01:09 | the 24-hour period to give your ads
exposure throughout the entire day.
| | 01:14 | You also have the option to show your
ads as quickly as possible and this option
| | 01:18 | is called Accelerated.
| | 01:20 | If you select this one, your ads are served as
quickly as possible regardless of your budget.
| | 01:25 | So in this case, you may meet your
daily budget early in the day and once your
| | 01:29 | daily budget has been depleted, your
ads won't show until the next daily ad
| | 01:34 | cycle that begins at midnight.
| | 01:36 | To make a change here, just select the
option you want to use and click Save.
| | 01:41 | And remember this is a campaign setting.
| | 01:44 | Whatever you select here will be applied to
all of the ad groups inside your campaign.
| | 01:49 | The Delivery method setting can be used
to tell AdWords how you'd like your ads
| | 01:53 | spread out throughout the day.
| | 01:55 | You can either show your ads as fast
as possible until your daily budget runs
| | 01:58 | out or let AdWords throttle them, so
that they get shown evenly and at all hours of the day.
| | Collapse this transcript |
| Adding your business location | 00:00 | In certain situations, AdWords gives
advertisers the option of displaying a
| | 00:04 | physical address as a
bonus fifth line under an ad.
| | 00:08 | For example, if you've searched for the
phrase olive restaurant, you might see
| | 00:13 | an ad for the Olive Garden in
a search engine's results page.
| | 00:16 | If Google can identify the location
of the searcher, you might also see the
| | 00:21 | physical address for the closest
Olive Garden restaurant as an extra line
| | 00:25 | under the AdWords ad.
| | 00:27 | Showing your business location is a
great way to make sure that your ad stands
| | 00:31 | out from others on the page.
| | 00:33 | It also helps searchers identify
your business as truly local and if the
| | 00:38 | location is convenient, you may have an
even greater opportunity to convert the
| | 00:42 | click into a customer.
| | 00:44 | Let's look at how you would set this up.
| | 00:47 | First, select the campaign that you
want to work on in the left tree preview.
| | 00:51 | Then click on the Ad extensions tab.
| | 00:54 | Note that this might not
be visible at first for you.
| | 00:57 | If that's the case, just use the drop-
down on the right and make sure that
| | 01:00 | this tab is selected.
| | 01:05 | Now you have got a couple of options.
| | 01:08 | You can either use addresses from a
Google Places account or you can use
| | 01:12 | manually entered addresses.
| | 01:14 | Let's start with the Google Places option.
| | 01:17 | A Places page is a free listing page that
shows your business information on Google.
| | 01:22 | In fact, you may already have a
Google Places listing if Google has indexed
| | 01:26 | information from your
web site or from another directory.
| | 01:29 | All you have to do is claim it.
| | 01:31 | For more information on Google Places
or to set up your Places page, head over
| | 01:36 | to google.com/places.
| | 01:39 | In AdWords, you can connect your Places
account to your campaigns as an ad extension.
| | 01:45 | Let's assume that you do
have a Google Places account.
| | 01:48 | First, make sure you're in the
Location extensions area from the
| | 01:51 | top-left drop-down.
| | 01:54 | Next, just click on the New extension
button under the Addresses from Google
| | 01:59 | Places heading, and you'll
see your login email listed.
| | 02:03 | If you've set up your places account
with a different email or login,
| | 02:06 | go ahead and click the Use a different account
link and enter your login information there.
| | 02:15 | Next, you can use filters to make
sure that the right business location
| | 02:19 | information is being used in your ads.
| | 02:21 | So if you happen to have stores in
different states for example, you could make
| | 02:25 | sure that the right store
location is showing for this campaign.
| | 02:32 | Lastly, you can choose the map icon
that makes sense for you and your business.
| | 02:38 | Or if you don't see one that you like,
you can make one, and upload it as a GIF,
| | 02:42 | a PNG, or a JPEG format.
| | 02:45 | This icon can appear with your
ad if it appears on a Google map.
| | 02:49 | Now the second option.
| | 02:51 | If you don't have a Google Places
account or if you're waiting to verify your
| | 02:56 | Google Places listing,
you can manually add an address.
| | 03:01 | To do this, just click the Manually
entered Addresses link and click the New extension button.
| | 03:08 | Now, you can manually enter your
business listing information, including a map
| | 03:12 | icon and an optional business image.
| | 03:15 | You can add up to nine different addresses here.
| | 03:18 | So if you've got multiple
locations, you can enter them all here.
| | 03:22 | Ad extensions can be a great way to
make your ads stand out from the rest and
| | 03:27 | tell your potential
customers that you're nearby.
| | 03:29 | Taking a few minutes to link your
places account or enter your addresses
| | 03:33 | manually can give you a big
leg up on your competition.
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| Showing products from your Google Merchant Center| 00:00 | The AdWords system offers some rewards
for advertisers that use multiple Google
| | 00:04 | products and one very nice bonus is
available for advertisers who also have a
| | 00:09 | Google Merchant Center account.
| | 00:12 | Google's Merchant Center allows
retailers to upload product data that can be
| | 00:15 | found in other Google properties like
Google Product Search and sometimes even
| | 00:19 | on the Google.com search results.
| | 00:21 | For example, a search for olive oil
on google.com/products shows results
| | 00:27 | uploaded from the Google Merchant Center.
| | 00:30 | You also see AdWords ads on the page.
| | 00:32 | Remember this is yet another place
that your ads can show if you're opted into
| | 00:37 | the Search Partner Network.
| | 00:39 | If you have a Merchant Center account,
you can connect it to your AdWords
| | 00:43 | account and showcase your
products in an AdWords Plus Box ad.
| | 00:47 | So how does this work?
| | 00:49 | Well, when your AdWords ads appear,
if your Google Merchant Center account
| | 00:53 | includes a relevant product, AdWords
may show an extension that includes
| | 00:57 | images, titles, and prices of your
closest matching products beneath your ad
| | 01:02 | using a Plus Box format.
| | 01:05 | To set up this extension, you do have to
have an existing Google Merchant Center
| | 01:09 | account and have products listed in it.
| | 01:12 | Assuming that you do, let's connect your
AdWords account to your Merchant Center account.
| | 01:17 | First, just select the campaign that you
want to work with over on the left side
| | 01:21 | tree view and then click the Ad extensions tab.
| | 01:24 | Remember, if you don't see the Ad
extensions tab, just use the drop-down to the
| | 01:29 | right to make sure that it's
selected to show in your account.
| | 01:33 | Make sure that you're viewing the Product
Extensions set from the drop-down to the left.
| | 01:40 | If you have a Merchant Center account,
you'll be able to select from the
| | 01:43 | products that you have in
that account from the drop-down.
| | 01:47 | Pick the one that makes the most sense
for this campaign and then you're done.
| | 01:51 | Your ads will now be eligible to run
with product extensions. That's it!
| | 01:56 | You've connected your Merchant
Center account to your AdWords campaign.
| | 02:00 | So let's take a look at what this report
looks like after your product extension
| | 02:04 | ads have been running for a while.
| | 02:06 | Here you can get data on clicks, and
impressions, clickthrough rates, your
| | 02:10 | costs, and even your average positions.
| | 02:12 | A few more things to note
about product extensions.
| | 02:15 | AdWords doesn't allow you to select
specific ads to connect with specific
| | 02:19 | products in your Merchant Center.
| | 02:21 | But you can help the system connect the
most appropriate products with your ads
| | 02:26 | by including product information
in the Merchant Center account.
| | 02:30 | These are called attributes and they
help Google understand the nature of the
| | 02:33 | products that you are uploading into the system.
| | 02:36 | You can find all the details over
google.com/merchants, but just know that the
| | 02:41 | more information that you provide,
the more likely that AdWords will extend your
| | 02:46 | ads with product information and the
more likely it will select the more
| | 02:49 | appropriate images from your
inventory in the Merchant Center.
| | 02:53 | Once you connect your accounts, it
can take up to 12 hours to see product
| | 02:57 | extensions appear with your AdWords ads and
remember, AdWords doesn't show them all the time.
| | 03:02 | But once it's set up, you'll have a
chance to really showcase your merchandise
| | 03:07 | on the AdWords search engine results
pages, once again making your ads stand
| | 03:11 | out from the competition.
| | Collapse this transcript |
| Adding extension features to your text ads| 00:00 | AdWords offers a variety of ad
extensions that can make ads more useful and
| | 00:05 | relevant for the searcher, and they can
help your ads to stand out from the rest.
| | 00:10 | We've already talked about location
and product extensions in this course so
| | 00:14 | let's take a look at two more,
| | 00:16 | sitelinks and phone extensions.
| | 00:18 | Let's start with sitelinks.
| | 00:21 | Sitelinks give your ads
opportunities to appear larger on a search engine
| | 00:24 | results page by adding up to four
additional links to your web site, placed
| | 00:29 | right below the ad.
| | 00:31 | These links send searchers
directly to specific pages on the
| | 00:34 | advertiser's web site.
| | 00:36 | Let's look at an example. In this ad,
you can see the normal text ad elements,
| | 00:42 | but you've also got these
four extra links at the bottom.
| | 00:46 | All that real estate is one ad and
you can see how much it stands out from
| | 00:50 | the others on the page.
| | 00:51 | Sitelinks don't appear all
the time, but when they do,
| | 00:55 | they end up in one of two formats.
| | 00:58 | This is the two line format, but if we
go and do a search for gourmet cooking,
| | 01:03 | we can see that the second ad in the top ad
slot has the sitelinks formatted on a single line.
| | 01:10 | To get sitelinks to show up, quality
scores must be very high and the two line
| | 01:15 | format tends to be triggered when an ad
provides the ideal answer for the search itself.
| | 01:20 | Branded keywords often trigger this
format and give the user a direct way to get
| | 01:25 | into whatever area of the
advertiser's site they were looking for.
| | 01:29 | The one line sitelink format is
usually triggered by a more generic terms.
| | 01:33 | For example, our search here on
gourmet cooking triggers the various types of
| | 01:38 | things that we might be able to buy from
Williams-Sonoma, from baking mixes to pastries.
| | 01:43 | To set up your sitelinks, select the
campaign that you want to work with from the
| | 01:47 | tree view on the left-hand side,
and click on the Ad extensions tab.
| | 01:52 | If you don't see this tab make sure, it's
enabled by using the drop down to the right.
| | 01:57 | Make sure you're in the Sitelinks
extensions area from the left-hand dropdown
| | 02:02 | and just click on the New
extension button to begin.
| | 02:06 | Here you can enter your sitelinks and
each one you enter has to have both link
| | 02:10 | text and a destination URL.
| | 02:13 | The link text is what shows to the
user and it's limited to 35 characters.
| | 02:17 | The destination URL lets you choose
either a regular or secure http protocol,
| | 02:23 | and then gives you up to 1024
characters to define what web address you want
| | 02:28 | people to go to when
they click on the sitelink.
| | 02:31 | You can add up to 10 sitelinks per
campaign, but AdWords only displays a
| | 02:35 | maximum of four per search result.
| | 02:38 | So if you want to control what
links are displayed, just add four.
| | 02:42 | As an example, since I'm in my Skin
Care Products campaign, I might create
| | 02:47 | sitelinks like hand lotions, facial
cleansers, soaps, and online specials.
| | 02:52 | Then I just pop in the URL that I'd like to send
people to when they click on each one of these.
| | 02:59 | Now let's move on to phone extensions.
| | 03:05 | Phone extensions provide additional
functionality to your AdWords ads by
| | 03:09 | allowing your customers to call you
directly from your ad if they're using a
| | 03:13 | mobile device with a full internet
browser, like an iPhone or an Android.
| | 03:18 | To set this up, again select the
campaign you want to add the extension to
| | 03:22 | from the tree view on the left and
then click the Ad extensions tab.
| | 03:26 | This time select the Phone extensions
option from the left side drop-down and
| | 03:31 | then click on the New extension button.
| | 03:34 | Select Add new extension from the
dropdown box and then you'll just specify the
| | 03:39 | country or territory for your business
phone number and then you add the number.
| | 03:44 | You can even type in vanity or
alphanumeric phone numbers now and you also have
| | 03:49 | one more option here called Call-only format.
| | 03:53 | If you check this box, then people on
mobile phones can't actually click your
| | 03:58 | ads to visit your site.
| | 03:59 | Their click will bring up your phone
number on their dialer, encouraging them to
| | 04:03 | give you a call rather than go to your web site.
| | 04:06 | Now you're ready to start extending the
functionality and usefulness of your ads
| | 04:11 | by using the sitelinks and phone
extensions, and more importantly, you've now
| | 04:15 | got another tool in your toolbox to
help make your ads stand out from the crowd.
| | Collapse this transcript |
| Setting dates and scheduling ads| 00:00 | One of the most underused features
in AdWords is that you actually get to
| | 00:04 | control when your ads appear.
| | 00:06 | Campaign-by-campaign, you can
schedule an end date to your advertising and
| | 00:11 | you can even pick which days of the
week and times of the day that you'd like
| | 00:15 | your ads to show up.
| | 00:17 | If you need to show your ads for
sleeping aids only on weekdays between 1 am
| | 00:21 | and 4 am, that's no problem. You can do that.
| | 00:24 | It's actually very common to find
that your campaigns are more profitable
| | 00:28 | between certain hours of the day
or on certain days of the week.
| | 00:32 | And here's where you can
really take advantage of that.
| | 00:35 | To see what these look like, we'll
just select the campaign that we want to
| | 00:39 | update from the left side tree view
and then click on the Settings tab.
| | 00:43 | Now, scroll all the way down to our
Advanced settings and the first link
| | 00:47 | is called Schedule.
| | 00:49 | The first thing to note is that
the start date cannot be changed.
| | 00:53 | It just tells you the original
date that you created this campaign.
| | 00:57 | The End date setting allows you to
specify a date in the future when all ads
| | 01:01 | within the campaign will stop running.
| | 01:04 | By default this date should be set to
None, but let's say you've got an Easter
| | 01:08 | sale running through Easter Sunday,
only you don't want to have to log into
| | 01:13 | AdWords at 12:01 am on Monday
morning and shut down your ads.
| | 01:17 | Well, just click on the second radio button
and then select your end date from the calendar.
| | 01:24 | Now your ads won't show after
the date that you've selected.
| | 01:28 | The second preference is labeled Ad
Scheduling and this one can be really useful.
| | 01:33 | This feature, sometimes referred to
as day parting, allows you to specify the
| | 01:38 | days of the week and the hours of the
day when you would like to allow your ads
| | 01:42 | to be eligible to appear.
| | 01:44 | By default, your ads are set
to Show ads all days and hours.
| | 01:49 | But if you'd like to change that, just
click the blue Edit link. This pops up an
| | 01:54 | interface that represents the days
of the week and the times of the day.
| | 01:58 | Your default screen shows the days of
the week displayed within a 12-hour clock.
| | 02:03 | All days and hours are labeled in
green, meaning that your ads can show.
| | 02:08 | There are two modes for this feature.
| | 02:10 | The default is basic mode.
| | 02:13 | In basic mode, you edit individual
days and time blocks within those days,
| | 02:17 | turning ads on and off.
| | 02:19 | To edit them, just click on the time period
cell next to the day or week you wish to edit.
| | 02:24 | A yellow box pops up with your options
and ads can be set to Running or Not Running.
| | 02:31 | For each day that you run ads, you
can add up to six separate time periods.
| | 02:35 | To add more time periods, click on the Add
another time period link in the yellow box.
| | 02:41 | So let's setup our ads to run just in the
evenings on weekdays, say from 5 pm to 8:30 pm.
| | 02:49 | and once you've set one day, you
can use the Copy feature to copy this
| | 02:53 | preference to all days or just to weekdays.
| | 02:56 | So let's copy this setting
over to the rest of our weekdays.
| | 03:00 | Now our ads will only show between 5
pm and 8:30 pm, Monday through Friday.
| | 03:07 | The other mode option is labeled Bid adjustment.
| | 03:10 | This mode looks almost identical,
| | 03:12 | except it adds a new column called % of bid.
| | 03:16 | This allows you to set higher or lower
bids for particular times and days.
| | 03:21 | The default is set to show your ads
at 100% of their bid all the time.
| | 03:26 | But if you can identify days of the
week or times of the day that are more
| | 03:30 | valuable to you, you can then use
this feature called the bid multiplier to
| | 03:34 | adjust your maximum cost per click
automatically, during those times.
| | 03:38 | For example, if Wednesday morning is
your most important time to advertise and
| | 03:44 | you want to ensure that your bids are
high enough to win the AdWords auction,
| | 03:48 | you can increase your bid for just that time.
| | 03:51 | For this example, let's increase
your bid by 500% on Wednesdays between
| | 03:55 | midnight and noon. And maybe Wednesday
afternoon isn't an important time to show
| | 04:03 | your ads, but you don't
want to pause them either.
| | 04:06 | Here, we could reduce the bid by
adjusting it to say 50% for this time period.
| | 04:13 | The result? On Wednesday, our ads will
show with five times our maximum cost per
| | 04:19 | click bid from midnight to noon, but
at 12:01 pm, our ads are still running,
| | 04:24 | just at half of our bid.
| | 04:26 | Basic mode scheduling has no impact
on your performance in the auction.
| | 04:30 | It's only restricting the times and the
days when your ads are eligible to appear.
| | 04:35 | Instead of a 24-hour period to
distribute your ads, the system adjusts to the
| | 04:40 | time that you have allotted.
| | 04:42 | So if your ads are only set to show for
two hours per day, the system tries to
| | 04:46 | show your ads within that time
period and within your daily budget.
| | 04:50 | Bid adjustment mode can impact the
performance if you use it to change your bids.
| | 04:55 | The higher your maximum cost-per-click
bid, the better chance you have to win a
| | 05:00 | higher position in the
search engine results page.
| | 05:03 | Just keep in mind that all of the
standard AdWords auction rules still apply.
| | 05:07 | So hopefully now you can see how much
control you can have over when your ads show.
| | 05:12 | Bidding different amounts at different
times or different days can help you get
| | 05:16 | the most from your campaigns, and
determining when and when not to show your
| | 05:20 | ads at all can help you control
costs and manage your profitability.
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| Defining ad delivery options| 00:00 | Another handy feature in the AdWords
system is the ability to control how your
| | 00:04 | different ads are served.
| | 00:06 | These features are available for
each campaign and manage from the
| | 00:10 | Campaign settings page.
| | 00:12 | We are still working on the
campaign labeled Skin Care Products.
| | 00:15 | So we have selected that campaign from
the left tree view and we have clicked
| | 00:19 | on the Settings tab.
| | 00:20 | Just scroll all the way down to the
bottom and click the link called Ad delivery
| | 00:24 | in the Advanced settings section.
| | 00:27 | The first option is labeled Ad rotation.
| | 00:30 | The default for this preference is
Optimize for clicks and if you select this option,
| | 00:35 | Google will show the ads that
have higher click-through rates more often
| | 00:39 | than those that have lower click-through rates.
| | 00:42 | If you select the second option,
Optimize for conversions, the AdWords system
| | 00:47 | will look at conversion rate instead
of clickthrough rate and show ads that
| | 00:51 | have higher conversion rates more often
than those with lower conversion rates.
| | 00:55 | In both of these options, you'll need
to have more than one ad setup in your ad
| | 00:59 | groups and AdWords will rotate which
ads it shows until it has collected enough
| | 01:04 | data to determine which is better.
| | 01:06 | Better is defined by either
clickthrough rate or conversion rate, depending on
| | 01:10 | what you've chosen here.
| | 01:11 | Over time, AdWords shows
preference for the higher performer.
| | 01:15 | You can actually see this if you go to
your Ads tab and look at the % Served column.
| | 01:23 | Back to your Campaign settings.
| | 01:25 | The last option is called Rotate and
if you choose this, your ads enter the
| | 01:29 | AdWords auction equally,
whether one performs better or not.
| | 01:33 | If you decide to do your own ad split
testing, you'll want to use this setting.
| | 01:38 | And don't forget to watch the video
later in this course about testing your ads
| | 01:41 | with a split test for more information.
| | 01:44 | One thing to note is that if you do
select this Rotate option, you may still see
| | 01:49 | a difference in the % Served column.
| | 01:51 | This can happen when your ads
have different quality scores.
| | 01:55 | One ad with a high-quality score may
appear on the first page of results where it
| | 01:59 | accrues an impression every time it's
served, while the ad with a low-quality
| | 02:03 | score may only qualify for a position on
the second page, where it's not going to
| | 02:08 | get nearly as many impressions.
| | 02:10 | The second option in the Ad delivery
section is called frequency capping.
| | 02:15 | This feature allows you to limit the
number of times that your ads can appear on
| | 02:19 | the Google Display Network to a unique user.
| | 02:22 | Note that this doesn't have anything
to do with the Google Search or the
| | 02:25 | Search Partners Networks.
| | 02:26 | This is only for the Display Network.
| | 02:29 | By default, Frequency capping is set
to No cap on impressions and this means
| | 02:34 | that an individual user could see your
ads an unlimited number of times as they
| | 02:38 | surf around the Internet.
| | 02:40 | This might be a good thing for your
branding goals, as you might want to really
| | 02:44 | hammer in your messaging through repetition.
| | 02:46 | But if you're looking for direct
response or clicks, you may want to save some
| | 02:51 | impressions after a certain amount of exposure.
| | 02:54 | Maybe you decide that if they've seen it
ten times in a day then number 11 isn't
| | 02:58 | going to get them to click.
| | 03:00 | To tell AdWords this, you would just
select the second radio button and enter a 10.
| | 03:05 | We want to leave this one as per day, but you
could also choose per week or per month here.
| | 03:11 | Lastly, you can choose at what
level to set your limitation.
| | 03:15 | You can pick from the
campaign, ad group, or ad levels.
| | 03:19 | Go ahead and click Save and you're done.
| | 03:22 | Whether you decide to let AdWords
optimize your ads by conversion rate or
| | 03:26 | clickthrough rate or whether you
decide to do your own split testing, I highly
| | 03:31 | recommend having multiple
ads in each of your ad groups.
| | 03:34 | You'll find that more often than not,
they do perform differently and if you're
| | 03:39 | using the Display Network, make sure
to use the frequency capping options to
| | 03:43 | tailor your ad delivery to meet
your specific advertising goals.
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| Using demographic bidding| 00:00 | AdWords gives you many options for
targeting and limiting where your ads
| | 00:04 | are eligible to appear, and one of
those options is a feature called
| | 00:08 | demographic bidding.
| | 00:10 | This allows you to target your ads based
on user demographics like age and gender.
| | 00:15 | This is a campaign level setting
and you can find it by clicking on a
| | 00:19 | campaign that you want to work on
from the left-side tree view, and then
| | 00:22 | clicking on the Settings tab.
| | 00:24 | One thing to note is that this feature
is available only for certain sites on
| | 00:29 | the Google Display Network where
information about age and gender are collected
| | 00:33 | and shared with AdWords.
| | 00:35 | Sites like My Space or YouTube.
| | 00:37 | It's important to realize that
AdWords does not independently generate
| | 00:42 | demographic data, and if a Display
Network web site doesn't collect the
| | 00:46 | information or doesn't share it with the
AdWords system then demographic bidding
| | 00:51 | will not be available.
| | 00:52 | And when demographic bidding isn't available,
your ads can still be shown to any user.
| | 00:58 | For most people, even if you have
this feature enabled, your campaigns and
| | 01:02 | ads will run on a mix of web sites, some that
do offer demographic bidding and some that don't.
| | 01:07 | The demographic bidding feature
lets you adjust your bids for preferred
| | 01:11 | demographic groups to increase your
chances of showing your ads to likely prospects.
| | 01:16 | To set up and manage demographic
bidding, scroll all the way down to Advanced
| | 01:21 | settings and click on the
link labeled Demographic bidding.
| | 01:25 | The default for this feature is No
demographic settings, but if you want to
| | 01:30 | specify settings, click on the blue Edit link.
| | 01:34 | This will bring up a pop-up where you
can identify genders and ages that you'd
| | 01:38 | like to either exclude entirely or
that you'd like to increase your bids for.
| | 01:43 | So let's say we want to tell AdWords
that if it knows a man is looking at this page,
| | 01:47 | I don't want my ad to show.
| | 01:49 | Just click the checkbox in the Exclude
column next to Male or maybe you'd prefer
| | 01:54 | to prioritize the gender by
increasing your maximum cost per click bid.
| | 01:59 | If your target audience is female, you
might want to increase your bid if the
| | 02:03 | system knows that the user is a female.
| | 02:05 | To do this, click on the Modify bid
column in the Female row and just enter the
| | 02:10 | amount you'd like to up your
bid by, expressed as a percentage.
| | 02:14 | Here we've upped our bid by 500% when the
system knows that we've got a female user.
| | 02:19 | In the Age section, we can do the same
thing and the interface works in the same way.
| | 02:24 | If we wanted to target 18-24 year olds,
we can up our bid by say 200% this time.
| | 02:33 | One important thing to understand is
how these bit adjustments work if both age
| | 02:38 | and gender preferences are met.
| | 02:40 | In our example, we've upped our bid
by 500% for females and 200% for anyone
| | 02:46 | between the ages of 18 and 24.
| | 02:49 | So if the system knows that a user is
female and between the ages of 18 and 24,
| | 02:55 | it will actually increase your bid by 700%.
| | 02:58 | Your bid adjustments are added together
when both criteria are met and they're
| | 03:03 | taken individually when only
one of the criteria is met.
| | 03:06 | While demographic bidding is currently
only available for the Display Network
| | 03:10 | and it only works with websites that
collect age and gender information and
| | 03:14 | share that data with AdWords,
| | 03:16 | if you have specific demographic
targets then this might be a feature that you
| | 03:20 | want to enable to increase the
likelihood that your ads are showing to the right people.
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|
|
6. Creating Your First Ad GroupStructuring ad groups in your campaign| 00:00 | Now that you have your campaign setup,
you are you ready to move on to the
| | 00:03 | next step, creating ad groups.
| | 00:05 | It helps to think of an ad group as a
subcategory of your campaign that groups
| | 00:10 | similar keywords and ads together.
| | 00:13 | In this example, the ad groups break
the Olive Oil and Skin Care campaigns down
| | 00:18 | even further into more specific
subcategories. Not just Olive Oil, but Extra
| | 00:23 | Virgin or Flavored, and
not just Skin Care Products.
| | 00:26 | Now we are talking specifics
like face cream and hand cream.
| | 00:30 | As you can imagine, there can be quite a
few subcategories or ad groups for each
| | 00:35 | of your campaigns, and that's okay.
| | 00:37 | Remember, the more specific you can be,
the better performance you'll likely see.
| | 00:43 | Keeping your ad groups as tightly
themed as possible will help boost your
| | 00:46 | account performance by improving
clickthrough rates and quality scores.
| | 00:50 | So, before you begin creating ad
groups, take some time to think about the
| | 00:55 | keywords that are relevant to the
products or services that you are going to
| | 00:58 | advertise and how they relate to each other.
| | 01:01 | Get a pen and paper or use something
like Excel to group keywords that are
| | 01:05 | closely related together into categories
that will eventually become your ad groups.
| | 01:11 | We'll talk more about the keyword
research process as well as how to add
| | 01:14 | keywords to your ad groups
in other videos in this course.
| | 01:17 | For this lesson, we'll keep working
with the olive oil company that we showed
| | 01:21 | earlier, and even though they sell all
kinds of products, for the sake of this
| | 01:25 | exercise, we're just going to
specifically focus on the olive oil campaign.
| | 01:31 | So after we've done some brainstorming
and research, we might have come up with
| | 01:35 | a list of olive oil keywords like this.
| | 01:38 | We have words like organic olive oil,
premium olive, extra virgin olive oil,
| | 01:43 | garlic infused olive oil,
and so on and so forth.
| | 01:47 | We want to group these keywords into
categories and structure our ad groups
| | 01:51 | around those categories.
| | 01:53 | So we'll take a look at our list
and we'll group keywords together.
| | 01:57 | We might take the garlic infused and
lemon and flavor olive oil keywords and
| | 02:01 | group them together in an ad
group called Flavored olive oils.
| | 02:06 | Obviously, there are many more keywords
that we'd want to add to our list, and
| | 02:10 | the more we have, the easier it becomes to
identify themes that we can use as ad groups.
| | 02:15 | When you are placing your keywords into
ad groups, you want to remember to keep
| | 02:19 | it as tightly themed as possible.
| | 02:22 | Generally, a good guideline to follow
is to try to target no more than 25
| | 02:26 | keywords in each ad group.
| | 02:28 | If you get more than that, you'll find
that more often than not, you can find
| | 02:32 | a way to split those words up into
multiple ad groups are even more tightly themed.
| | 02:38 | Now this does several things to
benefit your ad group performance.
| | 02:42 | First, it keeps your ad groups at a
level of complexity that's manageable for
| | 02:46 | you to maintain and optimize.
| | 02:48 | Second, it's going to be much easier to
write an ad that will be relevant to all
| | 02:52 | of the keywords in that ad group and
find or create a really relevant landing
| | 02:56 | page on your site that all
revolve around one very specific topic.
| | 03:01 | For our flavored olive oil ad group
example, we would not want to start adding
| | 03:05 | keywords like organic olive
oil and Italian olive oils.
| | 03:08 | Those are going to be better off in their
own ad groups with other similar key words.
| | 03:12 | So you can write more targeted ads
and pick a more relevant landing page.
| | 03:16 | This not only helps your clickthrough
rate, but it's also going to get the right
| | 03:20 | people clicking to the right pages,
which is going to help increase the
| | 03:24 | likelihood of making the sale,
which is your ultimate conversion goal.
| | 03:28 | So now that we've gone through this
exercise and we've split our keywords into
| | 03:32 | groups it's time to start
creating ad groups in AdWords.
| | 03:36 | After we've logged into AdWords,
we just click on the campaign that we want to
| | 03:40 | add the ad groups too.
| | 03:42 | In this case, it'll be the olive oil campaign.
| | 03:45 | This takes us to the Ad groups tab where
we're going to click on the New ad group.
| | 03:50 | We're now on the set up all
the details of our ad group.
| | 03:54 | You'll learn about creating your ads and
adding keywords and other videos in this course,
| | 03:57 | but for now just know that
these tasks can either be done at the same
| | 04:01 | time that you create your ad group or
you can save the ad group and add your ads
| | 04:05 | and keywords at a later time.
| | 04:07 | First, give your ad group a name.
| | 04:10 | Make it something that lets you
easily identify the theme of that group.
| | 04:14 | Something like flavored olive oils.
| | 04:17 | In the next step AdWords will fill in
an ad from another ad group if you have
| | 04:21 | one or you can write a new ad.
| | 04:23 | Remember, you want your ad to be
closely related to the theme of this ad group,
| | 04:27 | so an ad from another group may not work.
| | 04:30 | Most of the time you are going to want
to create a new ad or two for this new ad group,
| | 04:34 | and you can always change
your add or add additional ones later.
| | 04:38 | Keywords can be added in the next
section and we'll talk a lot more about how to
| | 04:42 | develop a keyword list and add
them to an ad group in other videos.
| | 04:46 | But this is where we put those garlic
infused olive oil or lemon olive oil
| | 04:50 | keywords that we talked about earlier.
| | 04:53 | Finally, you need to set your
default bid for this ad group.
| | 04:57 | Again, this is a topic we'll be covering
in a different video, but hopefully now
| | 05:01 | you're starting to see
how it all comes together.
| | 05:04 | After you enter your bid price, just
click on Save ad group and you're done.
| | 05:09 | The structure of your ad group is one of
those keys to success in your AdWords account.
| | 05:14 | Remember to stick to one tight theme
for ad group, using only keywords that
| | 05:18 | relate to that theme, and this will go
a long way to help boost your quality
| | 05:22 | scores and conversion rates.
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| Creating text ads| 00:00 | There are several different types of ads
that you can create and display through
| | 00:03 | Google AdWords, but the one that
you're likely to start with and the one that
| | 00:07 | can be shown across all
the networks is the text ad.
| | 00:11 | After you have set up a campaign and
an ad group you'll need to create at
| | 00:15 | least one ad for that ad group, and creating
a text ad is actually pretty straightforward.
| | 00:20 | To get started, just log into your
AdWords account and click on the Campaigns tab.
| | 00:25 | From here, click on the
campaign that you're going to work on.
| | 00:28 | In our case we will be adding an ad for an
ad group that lives in our Olive Oil campaign.
| | 00:34 | Next, click on the ad group
where you want to create the ad.
| | 00:38 | Here we will be creating a text ad
in our Flavored Olive Oils ad group.
| | 00:42 | When we click on the ad group, AdWords
will take us to the Keyword tab for that
| | 00:46 | ad group by default.
| | 00:48 | If you already have an ad in this ad
group you'll see it here, but in order to
| | 00:52 | create a new one or work with all the
ads in this ad group, we're going to go
| | 00:56 | ahead and click on the Ads tab.
| | 00:59 | When you're in the Ads tab you'll have
a drop-down that says New ad and to get
| | 01:04 | started creating a new text ad, we will
just select Text ad from the drop-down.
| | 01:10 | This opens up the Text ad creation area
where you're able to input the headline,
| | 01:15 | the description lines, the display URL
and a destination URL of your new ad.
| | 01:20 | If you already have a text ad in this
ad group, you'll see that each of these
| | 01:24 | five lines is already filled out, and
this makes it very easy to create new ad
| | 01:28 | variations like when you
want to run a split test.
| | 01:31 | You can just type in these boxes to
write your ad and in the Ad Preview area
| | 01:36 | you'll be able to see what
your text ad will look like,
| | 01:38 | both in a side slot formatting as
well as formatted for a top slot.
| | 01:42 | We will talk about all the tips and
tricks for writing a great ad as well as the
| | 01:47 | rules and guidelines that you have
to follow later on in the course.
| | 01:50 | But for now, we'll just review the basics of
what you need to type into each of these lines.
| | 01:55 | Starting at the top we have the Headline field.
| | 01:58 | This one is limited to 25
characters and that does include spaces.
| | 02:03 | You can see that as we type in our
headline the sample ad in the Ad Preview box
| | 02:07 | changes to show what we type, and the
gray progress bar to the right of the
| | 02:11 | field starts to fill up as we
get closer to the character limit.
| | 02:15 | And you will also find that the
interface just plain doesn't let you type in
| | 02:18 | anything more once you've hit the limit.
| | 02:21 | Now that we have a headline, the next
two lines we need to populate are our
| | 02:24 | two description lines.
| | 02:26 | These have a character limit of 35 per
line and again this does include spaces.
| | 02:32 | This works the same for the
description lines as it does for the headline.
| | 02:36 | As we type in our ad descriptions
you'll see the ad preview change and the
| | 02:40 | character limit progress box fill in.
| | 02:45 | Next, we have got the display URL.
| | 02:47 | Really the only rules here are that
the domain in your display URL has to
| | 02:52 | match the domain that you'll actually send
people to, and this line is limited to 35 characters.
| | 02:57 | We will go over all the detailed
guidelines for display URLs later in the course,
| | 03:02 | but for now just know that it
doesn't actually have to be a real URL.
| | 03:07 | This is just the URL that shows in the ad.
| | 03:10 | So I could type in something like
twotreesoliveoil.com/flavored as my display
| | 03:15 | URL and then in the next field, my
Destination URL, I could send someone who
| | 03:20 | clicks on this ad over to a
different URL, something like
| | 03:23 | twotreesoliveoil.com/shop.html?catID=24.
| | 03:30 | The character limit on the Destination
URL is 1024, which leaves plenty of room
| | 03:36 | for long URLs and things like tracking
variables that you might want to stick in there.
| | 03:41 | Once you've got the ad looking exactly
the way you wanted, then just click on
| | 03:45 | the Save ad button and we will be taken
back to the Ads tab which now shows our
| | 03:49 | new ad along with all the
other ads in our ad group.
| | 03:53 | Remember, on the Ads tab you can
always come back and manage those ads.
| | 03:57 | You can pause and enable ads with the
drop-down to the left of the ad itself.
| | 04:01 | You can edit an ad by clicking the
pencil icon when you hover over an ad and you
| | 04:06 | can see all the numbers around how many
times this ad was shown, clicked on, how
| | 04:11 | much it cost you, and if you're using
conversion tracking, how many times those
| | 04:15 | clicks resulted in conversions.
| | 04:18 | Text ads are the most common type of
ad in the AdWords system and they can be
| | 04:23 | displayed just about anywhere
across the entire AdWords network.
| | 04:27 | You'll find that although they're quick
and easy to create, coming up with the
| | 04:30 | right message is the hard part, but
don't worry. We'll be talking about what
| | 04:34 | makes a great add a
little later on in the course.
| | Collapse this transcript |
| Creating image ads and using the display ad builder| 00:00 | So far, we have spent a lot of time
focusing on the text ads found on the
| | 00:04 | organic search results pages and
throughout Google's network of publishers.
| | 00:08 | But there are several other ad formats
that you may want to use in your account
| | 00:12 | as well and one of the
most common is the image ad.
| | 00:16 | One thing that's important to note is
that you won't find image ads on Google
| | 00:20 | or Google partner search results
pages like the text ads that we've been
| | 00:23 | working with so far.
| | 00:25 | Image ads can only be used on the
Google Display Network or the big network of
| | 00:29 | websites that allow Google to show ads on them.
| | 00:32 | What we are talking about here are
things like banner ads that show up
| | 00:35 | alongside the content of websites all
over the place, and one big benefit of
| | 00:40 | AdWords image ads over traditional
banner ads is that you can use your keywords
| | 00:44 | and AdWords to try to match your ads to the
content of the page where your ads might be showing.
| | 00:50 | This helps to keep your ads relevant
to the content around them and it makes
| | 00:54 | them much more relevant to the user
and more likely to draw the click.
| | 00:59 | When creating your image ad, you can
either design your own or you can use the
| | 01:03 | Display ad builder tool to choose from
over a hundred templates that Google has
| | 01:07 | available for you to customize.
| | 01:09 | Either way there are some guidelines
that you'll need to follow in order to make
| | 01:13 | sure that your image ads are eligible
to show on all those partner sites and
| | 01:17 | we'll talk about those rules in
gory detail later on in this course.
| | 01:21 | For now though, you just need to know
that image ads come in a variety of sizes
| | 01:25 | and can accommodate a large variety of
site layouts and designs, and remember,
| | 01:31 | every web site will
accept different sizes of ads.
| | 01:34 | So if you want the best chance of
having your ads show up on the most web sites,
| | 01:38 | I'd recommend that you design your ads
in as many different sizes as possible.
| | 01:43 | One of the nice things we will see
about using the Display ad builder tool is
| | 01:47 | that it can automatically create lots
of different sizes from the same themes.
| | 01:51 | So you end up with the same general
ad in all kinds of shapes and sizes.
| | 01:56 | The last thing you need to know about
image ads at this point is that you'll
| | 01:59 | have to be opted into the display
network in order to show image ads and this is
| | 02:05 | a setting that you'll need to
adjust at the campaign settings level.
| | 02:12 | Assuming you've got the right formats
and that you're opted into the display
| | 02:15 | network, you're ready to go.
| | 02:17 | If you have designed your own ads then
all you have to do is upload the image file.
| | 02:22 | To do that you can start in the
Campaigns tab and then select the campaign that
| | 02:27 | you're going to be using this image ad in.
| | 02:29 | In our case, we're in the Olive Oil campaign.
| | 02:32 | Next, drill down in the ad group where
this ad will live and once you're there
| | 02:37 | click on the Ads tab.
| | 02:39 | From the New ad drop-down just select Image ad.
| | 02:44 | Go ahead and select the file on your
computer to upload, and remember, it needs
| | 02:48 | to be a GIF, JPEG, PNG or SWF format.
| | 02:52 | Next you'll have to give the image a name.
| | 02:55 | One thing I've seen work well is to use the ad
group name and the image size in the file name.
| | 03:01 | So for my Flavored Olive Oil ad
group I would enter something like this.
| | 03:07 | This helps us keep things organized when we
start analyzing how our ads are performing.
| | 03:12 | Next, we need to enter a display URL
that will show with the ad and don't forget
| | 03:18 | your 35-character limit.
| | 03:20 | Finally, just put in the destination
URL or the full URL that you will be
| | 03:25 | sending people to when they
actually click on your ad.
| | 03:28 | Remember, this one can be up to 1024
characters long so you won't be limited by
| | 03:33 | long URLs or by tracking
variables that you may want to include.
| | 03:39 | Go ahead and select whether this will
be on an HTTP or an HTTPS protocol and
| | 03:44 | when you're done click on Save ad.
| | 03:47 | Now you're done. Or at least you
are done with all that you can do.
| | 03:51 | Your Image ads won't start showing
until they have been approved, and this
| | 03:55 | process is different than the
automated checks are used with text ads.
| | 03:59 | Make sure to check out the video about
the rules and guidelines for image ads
| | 04:03 | and make sure to follow them so that
the ads you spend your time, money, and
| | 04:07 | resources creating don't get disapproved.
| | 04:10 | If you want to use Google's Display Ad
Builder tool for your image ads then the
| | 04:14 | process is still pretty simple.
| | 04:16 | For the last example, we selected
Image ad from the New ad drop-down.
| | 04:20 | This time will select Display ad builder
to see all the templates Google has for
| | 04:25 | us to work with and customize.
| | 04:28 | You can narrow it down by themes and
you can sort by things like Most Popular,
| | 04:32 | Newest or the Highest click-through rates.
| | 04:36 | Once you pick one you'll be able
to customize text, colors, and even
| | 04:40 | upload company logos.
| | 04:42 | What you're able to modify will
depend upon the template that you choose.
| | 04:46 | Just like before, we need to give our
image ad a name, and again it's not a bad
| | 04:51 | idea to include the ad group in the name.
| | 04:55 | We can customize our headline or
description and even our button text and
| | 04:58 | remember there are different rules
here than there are for normal text ads.
| | 05:02 | For example, if I wanted to use the
word FREE in all caps with an exclamation
| | 05:07 | point in my headline, I can do that here.
| | 05:12 | You can enter in description lines
and button text here as well and you'll
| | 05:15 | notice that you can see the image
ad change as you enter your text.
| | 05:19 | So if you don't like the way
something looks or if it doesn't fit, you can
| | 05:23 | change it right here and
get a real-time preview.
| | 05:26 | You can also play with text colors and
fonts here,. Again, something you can't do
| | 05:30 | with a regular Text ad.
| | 05:33 | Finally, we enter our display URL and
our destination URL and that's about it.
| | 05:42 | Be sure to review your ad on the right
and check how it looks in the various
| | 05:45 | sizes using the drop-down next to Preview ad.
| | 05:49 | You can also click the link to preview
all the sizes you have selected at once
| | 05:53 | and note that this screen
is actually interactive.
| | 05:56 | You can move things around for
different ad sizes to make them work for you.
| | 06:05 | Go ahead and hit the Next button to
see your ads in all the sizes and if
| | 06:09 | everything looks good, then
just hit Save ad and you're done.
| | 06:15 | As soon as your ads are reviewed and
approved, they're ready to be shown on the
| | 06:19 | Google Display Network.
| | 06:21 | Image ads can be fantastic tools to
help get your message across and to give
| | 06:25 | you more flexibility than just text ads
and even if you're no graphic designer,
| | 06:30 | the Display ad builder tool can help
you get clean, professional looking ads in
| | 06:35 | just a few minutes.
| | 06:36 | But remember these will not be showing
up on the search results pages. These are
| | 06:41 | only available on the websites that
make up the Google Display Network.
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| Understanding and creating mobile ads| 00:00 | Another ad format that you can use
within Google AdWords that you will want to
| | 00:04 | be familiar with is mobile ads.
| | 00:06 | Mobile ads can be either text or
image ads, but you will want to remember
| | 00:10 | that we're talking about WAP mobile now,
which isn't your iPhone or your Android device.
| | 00:15 | These ads are going to appear on small
mobile devices with limited capabilities
| | 00:19 | when it comes to browsing the web.
| | 00:21 | A few things to remember are that
users who click on your mobile ads will be
| | 00:25 | sent to a specific mobile web page that
is designed for these kinds of devices.
| | 00:30 | So you're going to want to make sure
that you have a mobile optimized web site to
| | 00:34 | send them to. And because we're using
these ads on WAP devices, these kinds of
| | 00:39 | ads are not the same as standard ads
that are eligible to appear on mobile
| | 00:43 | devices with full internet browsers.
| | 00:46 | As long as we understand all of that,
then setting up a mobile ad is not that
| | 00:50 | much different than
setting up other kinds of ads.
| | 00:53 | One thing I would recommend if you're
going to use these kinds of ads is to
| | 00:56 | create a new campaign for them.
| | 00:59 | This gives you the ability to control
your target settings specifically for
| | 01:02 | the objectives that you have in
advertising to mobile users and it makes it
| | 01:07 | easier to manage them,
| | 01:08 | it gives you control over your
mobile ad spend, and it gives you a
| | 01:11 | dedicated campaign budget.
| | 01:13 | Whether you go that route or not, you'll
end up creating an ad in some ad group.
| | 01:18 | Once you've drill down to the Campaign
and the ad group that you want to create
| | 01:22 | your ad in, then just click on the Ads tab.
| | 01:25 | Here you'll click on the New ad
drop-down and select WAP mobile ad.
| | 01:30 | On the next screen we will select whether
we're going to use a text ad or an image ad.
| | 01:35 | For text ads you have an 18 character
headline and one 18 character description line.
| | 01:41 | Again, all these limits do include spaces.
| | 01:44 | For image ads you can see a list of
the supported sizes, dimensions, and file
| | 01:49 | types that you can upload.
| | 01:52 | After entering your ad information or
uploading an image, you'll need to put in a display URL,
| | 01:58 | this time limited to 20
characters, and a mobile destination URL.
| | 02:07 | It's important to note that with the
text ad option you also have the option to
| | 02:11 | provide a telephone number and
this is what's known as click to call.
| | 02:15 | To use this, just check the box next to
this option and enter your business name
| | 02:20 | and a business phone number.
| | 02:23 | The only requirement here is that you
have 20 characters for your business name
| | 02:27 | and that you enter a local toll free number.
| | 02:31 | If you choose to do this then a call link
will appear after the last line of your ad.
| | 02:36 | Whether you've decided on an image ad
or a text ad, the next step is to select
| | 02:41 | the markup language of your mobile site.
| | 02:43 | AdWords requires you to tell it what
markup language your mobile site is using
| | 02:47 | so that it only shows ads on compatible
devices and it doesn't send people to a
| | 02:52 | web site that their phone
can't display correctly.
| | 02:55 | Lastly, if you only want your ads to
show for specific mobile carriers,
| | 03:00 | you can open up the Advanced targeting and
network options area and make those selections.
| | 03:07 | When you're finished, go ahead and save the ad.
| | 03:10 | Just like with our other ads, once it's
saved you can always come back to the Ads
| | 03:14 | tab to enable or pause it from running.
| | 03:17 | You can edit the ad and you
can see its performance metrics.
| | 03:21 | Incorporating mobile ads into your
AdWords advertising plan can help you reach a
| | 03:25 | larger audience and
specifically, an audience that's on the go.
| | 03:29 | Experimenting with different types of
ads targeted at different segments of your
| | 03:33 | market can lead to more exposure, more
clicks, and potentially more conversions.
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| Adding keywords| 00:00 | Keywords are the
foundation of your AdWords account.
| | 00:03 | They are the element that ties a
searcher or a web surfer to your ad.
| | 00:07 | When we do a search on Google we search
for keywords and the keywords that you
| | 00:11 | bid on determine which search results
you'll be competing for with your ads.
| | 00:16 | And in the Display Networks the
keywords that you target in your ad groups help
| | 00:20 | determine the types of web pages
that your ads might show up on.
| | 00:24 | It's safe to say that at the end of
the day there's nothing in your AdWords
| | 00:28 | account that's more important than the
keywords you choose for your ad groups.
| | 00:32 | So you'll want to take some time and
really think about the keywords that you
| | 00:36 | will use in the different ad groups of
your campaigns, and you will want to make
| | 00:40 | sure that you've watched the videos on
match types, keyword research, and how to
| | 00:44 | organize your keywords into effective ad groups.
| | 00:48 | Now once you've done that, then you're
ready for this video, because here's where
| | 00:52 | we are going to walk through the
process of adding keywords to your account.
| | 00:56 | After you've created a campaign and
added at least one ad group, you're ready
| | 01:00 | to add some keywords.
| | 01:02 | To get started, we will log in to our
AdWords account and select on the campaign
| | 01:06 | we want to work with
from the main Campaigns tab.
| | 01:09 | For this example, we will be working
with our Two Trees Olive Oil account again.
| | 01:13 | So let's go ahead and
select the Olive Oil Campaign.
| | 01:17 | Clicking on the campaign name takes
us to the Ad groups tab and we need to
| | 01:21 | select the ad group we
want to add our keywords to.
| | 01:24 | For this example, we will again
use that Flavored Olive Oil ad group.
| | 01:28 | Now there are actually a few different
ways to add keywords to your ad group,
| | 01:33 | but we'll start with the simplest way first.
| | 01:36 | From the Keywords tab we can click on
the Add keywords button and that will open
| | 01:40 | up a box for us to type in the
keywords we want to use in this ad group.
| | 01:45 | It really is as simple as typing
them into the box one per line.
| | 01:49 | So we might want to add garlic olive
oil and then on the next line we can add
| | 01:53 | garlic infused olive oil.
| | 01:55 | We can hit Enter and then
continue through our list.
| | 01:59 | And don't forget your match types.
| | 02:01 | There's a whole video about what match
types are, but for now you should know
| | 02:05 | that you can use the special
notation right here in this box.
| | 02:09 | So if we wanted these to be an exact match,
we can just put the brackets around them
| | 02:14 | or for a phrase match we can just add
the quotes, and if we wanted to add a
| | 02:21 | negative keyword for say someone looking
for a garlic oil press, we can just use
| | 02:26 | our negative keyword notation.
| | 02:29 | It's also important to know that
there's another way to enter even
| | 02:32 | more information here.
| | 02:34 | If you wanted to define the specific bid
price for each keyword, for example, you can,
| | 02:38 | or if you wanted each keyword to go
to a different destination URL, you can
| | 02:43 | do that too, and the easiest way to
accomplish this is in the spreadsheet mode.
| | 02:49 | Here you can enter in keywords, the max
| | 02:51 | CPC bids, and different destination URLs,
or you can simply copy and paste them in
| | 02:57 | from a tool like Excel.
| | 02:59 | This is especially handy when you've
been compiling all your keyword data
| | 03:03 | from your keyword research in a
spreadsheet and you just want to copy and
| | 03:07 | paste it over here.
| | 03:08 | You'll also see that AdWords has
some suggestions off to the right and
| | 03:13 | although I'd always recommend going to
the Keyword tool and doing some formal
| | 03:17 | research, you can often find some
interesting ideas here that can get you
| | 03:20 | started in your brainstorming.
| | 03:24 | And speaking of that Keyword tool,
you can also add keywords to your ad groups
| | 03:28 | directly from the tool.
| | 03:29 | We will talk more about the Keyword
tool in a future video, but it's important
| | 03:34 | to know that you can add keywords you
find there right to your account and you
| | 03:38 | can also mine for lots of
negative keywords there too.
| | 03:42 | The last thing I'll talk about here is
that there is actually a separate section
| | 03:46 | dedicated to negative keywords.
| | 03:48 | At the bottom of our Keywords tab we
can expand the Negative keywords area and
| | 03:53 | from here we can add, edit, and delete
negative keywords at the ad group and at
| | 03:57 | the campaign levels.
| | 03:59 | To add negative keywords just click the
Add button and type in the keywords you
| | 04:04 | don't want your ads to show for.
| | 04:06 | As another example, I might want to
make sure that my ads don't show up on
| | 04:10 | searches for canola oil or vegetable oil.
| | 04:13 | So all I have to do is type
in canola and vegetable here.
| | 04:17 | Notice that when I'm in the Negative
keywords section, I don't have to use the
| | 04:21 | minus sign. Here it's just implied.
| | 04:24 | Keywords are perhaps the most
important ingredient in your successful AdWords
| | 04:28 | formula and you can see that getting them
added to your ad groups is really the easy part.
| | 04:34 | The hard part is figuring out which
ones you want to target and how to organize
| | 04:38 | them into tightly knit ad groups that
will keep that relevance between keywords,
| | 04:42 | your ads, and your landing pages.
| | Collapse this transcript |
| Bidding at the keyword and ad group levels| 00:00 | Even though we talk about how to
structure your ad groups in a different video,
| | 00:04 | learning how to actually bid at the ad group
and the keyword level is a topic in and of itself.
| | 00:10 | Your bid is just the amount that you
would be willing to pay for a click on your ad,
| | 00:13 | for a thousand impressions or
for a conversion or an acquisition.
| | 00:18 | The bid that you set is one of several
factors that determines where on the page
| | 00:22 | and when if at all your ads will show.
| | 00:24 | You will make the determination of
which bidding method you want to use at the
| | 00:28 | campaign level and whatever you choose
there will be applied to every ad group
| | 00:33 | within that campaign.
| | 00:36 | When you select Cost Per Click bidding
you need to decide if you want to use
| | 00:40 | manual CBC bids or automatic CPC bids.
| | 00:44 | If you choose manual bidding, you'll
be able to set different bids for each
| | 00:48 | ad group in your campaign, or even for
individual keywords if you want to go
| | 00:52 | down to that level.
| | 00:54 | Remember, automatic Cost Per Click
bidding uses the budget that you set at the
| | 00:58 | campaign level and it sets the per
click bids for you to try to get as many
| | 01:03 | clicks as possible within that budget.
| | 01:05 | Although this is the easier way to
manage bids and it requires the least amount of work,
| | 01:09 | it also gives you less control
over what your bidding for clicks in
| | 01:13 | different ad groups or for different keywords.
| | 01:16 | So let's go with manual bidding and
let's use our Two Trees Olive Oil account to
| | 01:20 | see how to set up manual Cost Per
Click bidding at the ad group level.
| | 01:24 | First we want to make sure that this
campaign is set up for manual bidding.
| | 01:28 | Next we can take a look at our ad
groups and one of our columns is
| | 01:32 | labeled Default Max. CPC.
| | 01:35 | If you created this ad group in a
manual bidding campaign, then the last step
| | 01:39 | before saving the ad group would have
been defining this default bid, but you
| | 01:44 | can also edit it here.
| | 01:50 | And remember, within the ad group you
have the ability to overwrite this default
| | 01:54 | bid at the keyword level too.
| | 01:56 | But setting up the bid is the easy part.
| | 01:59 | The hard part is figuring out just how
much you should be bidding in the first place
| | 02:03 | or finding out how much to
bid for each individual keyword.
| | 02:07 | If you have 25 keywords in multiple
ad groups, is it safe to just bid the
| | 02:12 | same for all of them?
| | 02:13 | Well I can tell you that the random
guessing method generally doesn't work out
| | 02:17 | very well, but don't worry. In this
video we are going to go through a few
| | 02:21 | different ways to go about determining
what to set your initial bids at for a
| | 02:25 | particular ad group or a keyword.
| | 02:29 | Go ahead and drill down into an ad
group and click the Columns drop-down to
| | 02:32 | customize which ones you see.
| | 02:37 | Turn on the Estimated first page bid and
move it so it's near your Max. CPC column.
| | 02:45 | Here you can start to get an idea of
just how much it would take to get you on
| | 02:49 | the first page of search results, but
remember this is just one data point.
| | 02:54 | Next we're going to head over to the
Keyword tool and pop our keywords in there.
| | 03:04 | In the Columns drop-down we want to
enable the Approximate CPC column.
| | 03:10 | This will report an average cost per
click paid across all ad positions.
| | 03:16 | Keep in mind that this doesn't take
into consideration anything about your ad
| | 03:20 | groups, your ads, your
account, or your landing pages.
| | 03:24 | This is just what everyone
else is paying on average.
| | 03:27 | So again this is another great piece
of information, but it's still just
| | 03:31 | one more data point.
| | 03:33 | Another place to look is
the Traffic Estimator tool.
| | 03:36 | Just like the Keyword tool, this one
gets its own video, but here we can
| | 03:41 | basically run a few different
scenarios and Google will tell us about how
| | 03:45 | many clicks we might expect and what
positions our ad would be in if we were
| | 03:49 | to bid different values.
| | 03:54 | So here we might pop in some numbers
that are somewhere between what we saw in
| | 03:58 | the Keyword tab in the Keyword tool.
Then we can get a feel for how much we
| | 04:02 | might be able to spend in a day, how
many clicks we might expect, and what
| | 04:07 | positions our ads would be showing up in.
| | 04:09 | One more place to explore is the Bid Simulator.
| | 04:13 | Once your keywords have been running
for a little while you can find this tool
| | 04:16 | by clicking on the graph icon in the
Max. CPC column of your Keywords tab.
| | 04:22 | What this does is it lets you see what you
could have gotten in the last seven days
| | 04:26 | if you had been using a different bid.
| | 04:29 | While this doesn't predict the future,
| | 04:31 | it can be another place to look for
some good insights around just how much you
| | 04:36 | ought to be bidding for your keywords,
and remember this is an interactive tool.
| | 04:40 | You can click on different Max. CPCs
and see the different estimated clicks,
| | 04:44 | the estimated cost, the impressions, and the
top impressions that you would get for that CPC,
| | 04:50 | had you been bidding it
over the last seven days.
| | 04:53 | So at this point I hope you're feeling
like you have some tools and some methods
| | 04:57 | for getting you in the right ballpark
with your initial bids. But it's important
| | 05:02 | to remember that these
are just jumping-off points.
| | 05:05 | You'll need to use your own knowledge of
your own industry and your products and
| | 05:08 | services, as well as the goals that
you've set for your campaigns to make the
| | 05:12 | final decisions for your bids.
| | 05:15 | And perhaps most importantly this is
not a set it and forget it exercise.
| | 05:20 | You need to get in there
and monitor your performance,
| | 05:23 | especially in the first few weeks,
| | 05:25 | so you can see if the bids you've set
are actually getting you the results that
| | 05:28 | you want. And don't forget to
bring in the context of your business.
| | 05:32 | If you know that the holidays bring
in a huge seasonal uptake in sales of
| | 05:36 | olive oils when people start cooking
more-and-more and looking for gifts for others,
| | 05:40 | then you'll want to
reevaluate your bids because season-by-season
| | 05:44 | they'll be different.
| | 05:45 | There might be more searchers out
there and more clicks to buy, but if your
| | 05:50 | competition knows that too then you
might have to be bidding more for the
| | 05:53 | positions that are working for you.
| | 05:55 | A good way to look at it is to
recognize that setting your ad group and keyword
| | 05:59 | bids is really a collaborative effort
between the tools you have to play with,
| | 06:03 | the data available in your account,
and the experience and knowledge that you
| | 06:08 | have of your own market and
your own products and services.
| | 06:11 | It can be pretty scary when AdWords
asks you to define your default bid,
| | 06:15 | especially if you don't have anything
to go on, but armed with these tools,
| | 06:19 | now you've got a good place to start,
and remember, this is only the start.
| | 06:23 | By reviewing your data and the
performance of your campaigns you'll be on
| | 06:27 | the right track to optimizing and fine-
tuning your Keyword and ad group bids
| | 06:31 | to profitability.
| | Collapse this transcript |
|
|
7. Optimizing Your AdsLearning rules and guidelines for great ads| 00:00 | Google has a few rules for your ads
that you're going to have to play by.
| | 00:04 | If you break them, then these are the
things that will get your ads disapproved.
| | 00:08 | So let's save some time and
headaches by going through the guidelines.
| | 00:11 | First, let's talk about the easy ones.
| | 00:14 | How many characters go in which spots?
| | 00:16 | The headline gets 25 characters and when we
talk about character limits they do include spaces.
| | 00:23 | You get two description lines each
with up to 35 characters. You also get a
| | 00:29 | display URL and this one
also is limited to 35 characters.
| | 00:34 | Note here that the URL that you put
in here doesn't have to really exist.
| | 00:38 | It just has to have the same domain as
the page that you will eventually send the
| | 00:42 | clicker to, which brings us to the
destination URL, which doesn't actually show
| | 00:48 | in the ad, but it's the location on your
website that a visitor will be taken to
| | 00:52 | when clicking the ad.
| | 00:54 | This can be up to 1024 characters long.
| | 00:58 | The only exceptions to these rules
have to do with certain languages that use
| | 01:02 | different character sets, and if these
apply to you then I'd encourage you to
| | 01:06 | head over to the AdWords help
files for your specific limitations.
| | 01:10 | Now once you're in compliance there you want
to look at things like grammar and spelling.
| | 01:16 | This one is probably good for everyone.
You want to make sure that you're making
| | 01:19 | sentences that can be read ,that you're
using the right punctuation, and that your
| | 01:23 | spacing and spelling aren't riddled with errors.
| | 01:27 | Here is a bad example. Now what's wrong here?
| | 01:30 | Well this one breaks all the rules.
| | 01:32 | First, there are no spaces
between words in the headline.
| | 01:35 | Next, "nothing" is spelled wrong
and brake is the wrong word here.
| | 01:39 | Even the verb tense of buys is wrong.
| | 01:42 | This ad is going to get
disapproved and it's probably a good thing.
| | 01:46 | Next, let's talk about how you can
and can't call out special prices or
| | 01:50 | specific promotions.
| | 01:52 | Basically if you plan to use a price
or some kind of free offer or a special
| | 01:56 | discount, you better make sure that
whatever you are pushing can be found within
| | 01:59 | one to two clicks of your destination
page, and the prices or discounts in your
| | 02:04 | ad need to be accurate.
| | 02:06 | So let's say that you're
selling t-shirts for $10 on your site.
| | 02:10 | If your ad says that you've got
t-shirts for $1 or that you have a buy one get
| | 02:14 | nine free promotion going on, then your
site needs to actually offer that when
| | 02:19 | the user clicks over to your pages.
| | 02:21 | There are a few exceptions here.
| | 02:23 | If you want to do a coupon code
discount offer at checkout, then your site
| | 02:27 | doesn't have to explicitly mention it.
| | 02:30 | You can also use generic words like
discounted or wholesale or sale.
| | 02:35 | As long as you would use them generically and
don't infer a specific discount you'll be fine.
| | 02:40 | Lastly, if you're offering free
shipping or no sales tax or something like that
| | 02:45 | it doesn't actually need to be
supported on your site until the checkout
| | 02:49 | process, but if there is conditions
attached, like maybe you only get that free
| | 02:53 | shipping on purchases over $1000,
then you need to disclose that in your ad.
| | 02:59 | Okay, now let's talk about what all
you creative folks out there are probably
| | 03:03 | thinking at this point, and unfortunately I'm
about to squash those thoughts in your head.
| | 03:08 | The rule is this.
| | 03:10 | AdWords ads cannot be gimmicky or
use weird punctuation or spacing.
| | 03:14 | Now what does that mean?
| | 03:15 | Well, here's an example of one that popped
up in the blogosphere a couple of years ago.
| | 03:20 | Creative and interesting? Sure.
Likely to get your attention if you saw it?
| | 03:24 | I'm sure it would, but these days this
ad would unfortunately be disapproved
| | 03:28 | and it would never show.
| | 03:30 | Even something like this would be flagged.
| | 03:33 | The repetition is deemed unnecessary
and gimmicky. You also can't leave any of
| | 03:38 | these lines blank and you can't
use incorrect word spacing like here.
| | 03:43 | Okay, now let's talk language.
| | 03:45 | There are words that you just
can't use, plain and simple.
| | 03:48 | Inappropriate language probably doesn't
need too much of an explanation and
| | 03:52 | we will just leave it at that, but one
more thing to note is that if your ad
| | 03:55 | actually tells someone to click on it, that's
considered inappropriate language. That's right!
| | 04:01 | As crazy as this may sound,
you cannot do something like this.
| | 04:06 | Another thing you can't do is continue
your last line of text into the display URL.
| | 04:13 | So even if you remove the Click here
part, this ad would still be disapproved.
| | 04:18 | Next item: punctuations,
symbols, and capitalization.
| | 04:22 | let's take a really bad example.
| | 04:24 | Okay, let's pick this one apart.
| | 04:26 | First off you want to say the word
"you," then you have to spell it out.
| | 04:31 | You also can't put an exclamation
point anywhere in the title and you're only
| | 04:34 | allowed one exclamation
point in the body of the ad.
| | 04:38 | Next those asterisks are considered
gimmicky. You can't do that either, and if
| | 04:43 | you thought you could save some
characters by using the number 4 instead of
| | 04:46 | spelling out the word "for," well
that's going to get you disapproved too, and
| | 04:50 | unfortunately you can't try to
emphasize cheap with capital letters.
| | 04:54 | That would be considered
excessive capitalization.
| | 04:57 | It would get this ad disapproved as well.
| | 05:00 | You can't use the @ symbol to mean
the word at, and lastly even though the
| | 05:04 | first question mark is used correctly,
the next two are considered excessive
| | 05:08 | and would flag this ad.
| | 05:10 | And one more thing. The display URL
is using excessive capitalization.
| | 05:14 | That said, you are allowed to use
capitalization to denote word breaks and
| | 05:19 | everything after the slash of a display
URL, and we highly recommend that you do
| | 05:23 | that to make your ad stand out.
| | 05:25 | And the answer is yes, up until 2011
you were able to capitalize the first
| | 05:30 | letter of each word in
your domain, but no longer.
| | 05:34 | In this case you have to leave
somesite.com all lowercase, but you can
| | 05:38 | capitalize the S
and the P of the /SomePage.
| | 05:42 | Okay, now let's move on to trademarks,
implied affiliations, superlatives,
| | 05:47 | and competitive claims.
| | 05:49 | Although it depends on the region where
you are operating, generally speaking,
| | 05:52 | don't use trademarked terms in your
ads if you don't have the right to.
| | 05:57 | It's possible that you'll sneak in
under the radar and get away with it for a
| | 06:00 | little while, but odds are that if
you're doing it then someone will file a
| | 06:04 | complaint and if they demonstrate
ownership of the trademark then your ads
| | 06:08 | will be disapproved.
| | 06:09 | Now if you're a trademark owner, you
can see why that's a good thing and if
| | 06:13 | someone does this to you, then head
over to the AdWords Help Center and do a
| | 06:17 | search for AdWords trademark complaints,
and you can file a trademark complaint there.
| | 06:22 | The other thing I'll say here is that
you may have a legitimate reason to use
| | 06:26 | someone else's trademark.
| | 06:27 | For example, if I'm a Hansel and Petal
distributor or reseller, then it makes
| | 06:32 | sense that I use this brand name in
my ads and rest assured that trademark
| | 06:36 | owners can authorize
advertisers to use their trademarks.
| | 06:39 | If you're in this situation, just
search the AdWords Help files for the
| | 06:43 | third-party trademark
authorization request form to get started.
| | 06:48 | Okay, now let's move on to affiliations.
Bottom line here is, don't blatantly
| | 06:53 | lie and you'll probably be okay.
| | 06:55 | You'd think this one goes without saying,
but as the saying goes, there wouldn't be
| | 06:59 | a rule if people weren't trying to break it.
| | 07:01 | So don't try to imply that you are
affiliated with an organization or a
| | 07:04 | person that you're not.
| | 07:05 | For example, I probably
shouldn't be using an ad like this.
| | 07:10 | Clearly the first President of the
United States is not using my online
| | 07:13 | consulting services. And this
one probably wouldn't fly either.
| | 07:18 | Next, let's talk about superlatives.
| | 07:21 | The basic rule here is that if you
can't support a claim of being the best or
| | 07:25 | the number at something, then don't say
it in your ad, but if you can, then by
| | 07:30 | all means feel free to include it.
| | 07:32 | For example, if you wrote a New York
Times number one bestseller and you've
| | 07:36 | got an authentic verifiable seal on
your site to prove it, then you should
| | 07:40 | probably be touting in an ad or two.
But you probably don't want to say
| | 07:44 | something like this.
| | 07:47 | And no, a note from Mom
does not count as verification.
| | 07:50 | Along these same lines, if you're going
to make a competitive claim in your ad,
| | 07:55 | then you need to be able to back it up.
| | 07:57 | You can use tables and charts and
graphs and studies and even competitive
| | 08:01 | analysis on your web site to prove it,
but you need to substantiate your claim.
| | 08:06 | So I might do something like this.
| | 08:10 | Now I'm not saying that you should go
out there and start selling lead based paint.
| | 08:14 | What I am saying is that if
you're going to make this claim, you need to
| | 08:18 | back it up on your landing page.
| | 08:19 | So if you're saying that lead is 4.2
times more dense than aluminum, then you
| | 08:25 | might have a periodic table and some
data points and calculations to support
| | 08:29 | your claim when the user clicks this ad.
| | 08:32 | Okay, so that's a pretty good overview
of text-based ads. So now let's look at
| | 08:36 | what gets an image or rich media ad disapproved.
| | Collapse this transcript |
| Learning rules for image ads| 00:00 | Now let's talk about image,
video, and rich media ads.
| | 00:04 | First off, there are some file size
and physical size format guidelines that
| | 00:08 | you have to adhere to.
| | 00:10 | Flash and image ads can't be any more
than 50 kilobytes in file size and if
| | 00:15 | you're using animated ads, they
can't be more than 30 seconds long.
| | 00:19 | As far as supported length and width
dimensions of your creatives, well, here's
| | 00:24 | your limitations for various ad types.
| | 00:27 | You can come back to this video and hit
the pause button for the details at any time,
| | 00:30 | but as you can see most format
sizes are supported whether you have
| | 00:35 | animated or static ads.
| | 00:38 | Here are some other rules that you
will need to know with graphical ads.
| | 00:41 | You can only stick one ad on the ad format.
| | 00:45 | Don't try to squeeze in a bunch
of block ads into one leaderboard.
| | 00:49 | You have to keep your ads right side up
and they have to actually use the space
| | 00:54 | of the format that you choose.
| | 00:55 | So something like this wouldn't work.
| | 00:58 | You have to use images that are
clear, recognizable, and relevant.
| | 01:03 | That means that if you have blurry
images or low-resolution text that can't be read,
| | 01:07 | Google can disapprove your image ad.
| | 01:10 | Now some good news for all of us web
surfers. You cannot imitate a strobe light
| | 01:15 | and you can't have flashing backgrounds.
| | 01:18 | We can all say a soft thank you for that one.
| | 01:20 | You can't try to camouflage your ad
either. This means trying to make your image
| | 01:24 | ad look like the regular content
of a site that it might appear on.
| | 01:27 | Basically, as long as you're not trying
to trick the casual web ite visitor into
| | 01:32 | clicking your ad, you will be okay here.
| | 01:34 | The last thing to talk about is the
kinds of content that you can and can't use
| | 01:38 | AdWords to advertise.
| | 01:40 | All of these things you see have
specific usage guidelines and some of those
| | 01:45 | guidelines vary by country.
| | 01:46 | For example, you can't advertise
illegal drugs or products intended to help you
| | 01:51 | pass a drug test, but you
can advertise hemp products.
| | 01:55 | In the US, you can't advertise selling
bottle rockets and Roman candles but you
| | 01:59 | can advertise a local fireworks display.
| | 02:02 | Now in Japan, you can advertise
certain approved recreational fireworks.
| | 02:06 | For all the details you'll want to head
over to the online advertising content
| | 02:11 | guidelines that can be found here.
| | 02:13 | So there is your crash course in
all the dos and don'ts and rules and
| | 02:17 | regulations for creating image
-based ads in Google AdWords.
| | 02:21 | Hopefully nothing in this section was
too surprising, but knowing what will get
| | 02:24 | your ads disapproved before you start
writing them will ultimately save you some
| | 02:29 | time and frustration.
| | Collapse this transcript |
| Writing great ads| 00:00 | There is definitely a difference
between writing ads and writing great ads.
| | 00:05 | A normal ad gets easily lost on the
page while the great ad gets people's
| | 00:09 | attention and gets those relevant
clicks while at the same time avoids
| | 00:13 | irrelevant clicks that cost you money
but don't give you much value in return.
| | 00:17 | Luckily, there are several key things that you
can do to write great ads for your campaigns.
| | 00:23 | Above all else, be clear
and specific in your ad text.
| | 00:27 | Your space is very limited and
every click is costing you money.
| | 00:31 | So there's no room to be
unclear in what you have to offer.
| | 00:35 | Why should someone choose your ad
over all the others on the page?
| | 00:39 | Spell out what sets you
apart from your competitors.
| | 00:42 | Guarantees, promotions, unique features,
these are all good things to emphasize.
| | 00:48 | Let's say that we're writing an ad
for our Two Trees Olive Oil web site.
| | 00:52 | Maybe we've defined our competitive
advantages as being our guarantee that
| | 00:56 | you'll love our products or we'll refund
your money and that we're certified organic.
| | 01:01 | Here's how we might incorporate that into an ad.
| | 01:04 | Our headline might be Organic Olive Oil.
| | 01:07 | Our description line one, we could
say Love Our Oil or Your Money Back.
| | 01:13 | Then we can finish off with description
line two, saying Two Trees, the Best Oil Around!
| | 01:19 | With this ad we've included two product
features that make us stand out from the rest.
| | 01:25 | Next, wherever possible include
pricing and promotions and get specific.
| | 01:30 | This lets the user know exactly what to
expect and decreases the likelihood of
| | 01:35 | someone clicking on your ad and then
leaving your site when they find out it
| | 01:38 | wasn't what they wanted.
| | 01:39 | If the user knows the price before
they click and they still click, then the
| | 01:44 | chances are pretty good that they're
interested in what you're offering and the
| | 01:48 | price hasn't scared them away.
| | 01:50 | So let's rework that ad that we
did earlier to incorporate pricing.
| | 01:54 | By adding the price, users now know exactly
what to expect and if $5.99 is too much for them,
| | 02:00 | well, they're not very likely to click on
your ad and add to your monthly Google bill.
| | 02:06 | Another key to great ads is to let
your users know what you expect them to do
| | 02:11 | once they get to your site.
| | 02:13 | We do this with the strong call to action.
| | 02:16 | Things like Call today, Download, Get a
quote, Browse, and specific directives
| | 02:21 | like this let people know what they're
supposed to be doing next and they can
| | 02:25 | help boost clickthrough
rates as well as conversions.
| | 02:29 | Again, taking a look at the ad that
we've been working on for Two Trees let's
| | 02:33 | work in a strong call to action.
| | 02:35 | We'll replace the last description line
with our call to action, something like
| | 02:39 | Shop online now for the best deals.
| | 02:42 | This tells the user what to expect
once they click, namely that they'll be
| | 02:46 | shopping on our web site immediately.
| | 02:49 | Another thing you can do is work at
least one well-performing keyword from
| | 02:53 | your ad group into the text of your ad and if
you can do it in the headline, that's preferable.
| | 02:58 | Not only will the keywords be bolded in
the search results when those words were
| | 03:02 | used in the user's search query, but
it'll help draw the searcher's attention to
| | 03:06 | your ad by tying it directly
into what they searched for.
| | 03:10 | Often, repeating back to the user the
same words that they used to describe
| | 03:15 | your products and services goes a long way in
convincing them that you have what they need.
| | 03:20 | So in our example, if we sell organic
olive oil it makes perfect sense that one
| | 03:25 | of the keywords we might be bidding on
is organic olive oil and since we have
| | 03:29 | that in our headline our ad would
actually look like this when it shows on the
| | 03:33 | sponsor results for a Google
search on organic olive oil.
| | 03:38 | You also have the ability to draw
attention to your site's web address through
| | 03:42 | the way that you enter your display URL.
| | 03:44 | While I'm no longer able to use
capitalization in the domain, I can use
| | 03:49 | capitalization to make anything after
the slash stand out and be more readable.
| | 03:54 | So I might use something like this.
| | 03:56 | Now I'm really emphasizing my organic
olive oils and remember, this display
| | 04:01 | URL is purely aesthetic.
| | 04:03 | I don't have to actually
build a page on that URL.
| | 04:06 | The user will actually be taken to the
destination URL that I define once they click.
| | 04:12 | Just remember to stay within
your character limits here.
| | 04:15 | Speaking of destination URLs, there's
more to great ads than just the ad copy.
| | 04:21 | Be sure to select the best destination
URL possible to send your users to after
| | 04:26 | they click on your ad.
| | 04:27 | If one doesn't exist, consider building
a dedicated landing page on your site.
| | 04:32 | Make sure that the keywords in your
ad group, the text of your ad, and the
| | 04:36 | destination URL are all relevant to each other.
| | 04:40 | If your ad mentions promotions or a
specific product, then make sure the page the
| | 04:45 | user lands on after clicking makes
reference to what was mentioned in the ad.
| | 04:50 | If your ad is talking about purple
socks, then send the user to the purple socks page,
| | 04:55 | not to your clothing category page.
| | 04:58 | Be as specific as you possibly can in tying
together your keywords, ads, and landing pages.
| | 05:04 | This will help keep visitors on your
site and help increase the likelihood of
| | 05:08 | them converting on your goals.
| | 05:11 | Finally, writing great ads means
admitting to ourselves that despite all the
| | 05:15 | thoughtfulness and attention that we've
put in to writing this wonderful copy,
| | 05:19 | it's possible that there are
better possibilities out there.
| | 05:22 | So, write more than one ad.
| | 05:25 | We'll talk in detail about
split testing ads in another video.
| | 05:28 | But keep in mind that you should
always be testing different keywords,
| | 05:32 | different headlines, different calls to
actions, different destination URLs, and
| | 05:36 | landing pages to make sure that you're
showing your prospective customers the
| | 05:40 | best ads you've got.
| | 05:42 | So hopefully now you see that great ads
are not so difficult to come up with if
| | 05:47 | you keep these key elements in mind.
| | 05:49 | Be clear and specific, include pricing
and promotion details, make sure to use a
| | 05:54 | call to action, try to include keywords
and the ad headline if possible, and use
| | 05:59 | the destination URL to your advantage.
| | 06:02 | Lastly, follow all those guidelines
all over again to come up with new and
| | 06:06 | different ads that you
can test against each other.
| | Collapse this transcript |
| Using dynamic keyword insertion (DKI)| 00:00 | Have you ever done a search with some
keywords that are very specific or in a
| | 00:04 | strange order and then been surprised
to find out that someone apparently wrote
| | 00:08 | an AdWords ad with the exact
same text as you just typed in?
| | 00:12 | Well, odds are you were probably just
advertised to by someone using what we call
| | 00:17 | DKI or Dynamic Keyword Insertion.
| | 00:21 | It works like this.
| | 00:22 | You as an advertiser can tell Google
that you want your ad to change depending
| | 00:27 | on what the person searched on and
insert the same keywords the user is using
| | 00:32 | into your ads dynamically.
| | 00:34 | So let's talk about DKI and how to do it
right with an example to illustrate the process.
| | 00:40 | You might have an ad group where
you are bidding on lots of similar
| | 00:43 | keywords, like these.
| | 00:45 | All of these are going to take a user
over to the red handbag section of your
| | 00:50 | web site, and really all of those
keywords over there are just a different way to
| | 00:54 | say red handbag, but the important part
here is that these are the way that your
| | 00:59 | customers are describing the product
that you're selling, and they're much more
| | 01:03 | likely to react to your ad
if you use their language.
| | 01:07 | But you probably don't want to write
hundreds of different ads and then match
| | 01:11 | them up with each of these exact keyword bids.
| | 01:13 | So DKI lets you take a shortcut.
| | 01:16 | Now the neat thing here is that there
is nothing to turn on and there is no
| | 01:19 | setting or feature to enable.
| | 01:21 | You simply use some special
characters when you're writing your ad.
| | 01:25 | If you use these curly brackets with the
word Keyword and a colon after it, then
| | 01:29 | Google will recognize what you are trying to do.
| | 01:32 | The way to read this is that if the
keyword that you are bidding on that
| | 01:36 | triggered your ad to show will fit in
this headline, then stick it in here;
| | 01:40 | if not, use the default of red purses.
| | 01:44 | In short, the system will
automatically replace the default that you put in
| | 01:48 | those curly brackets with whichever
keyword was matched from your list.
| | 01:52 | So if I typed in Red Handbags, then this
headline would read Red Handbags In Stock.
| | 01:59 | If I typed in Maroon Long Strap Purse,
then it would default to Red Purses In Stock
| | 02:04 | because the headline with my
keyword in there would be too big.
| | 02:08 | One critical point to bring up here
is that the keyword that's used in the
| | 02:12 | replacement is the term from
your account that triggered the ad.
| | 02:16 | In the case of broad match or phrase
match, this is not necessarily exactly what
| | 02:21 | the searcher typed into the search box.
| | 02:24 | There are some major advantages to
using keyword insertion. By showing the
| | 02:28 | searcher the terms that they searched
within your ad text, your ad will have text
| | 02:33 | that is more relevant to their search.
| | 02:35 | It's been shown time-and-time again
that people are overwhelmingly more
| | 02:39 | likely to click on an ad with text
that matches or closely reflects what they
| | 02:43 | were searching on, and remember, as
an added bonus, your ad will stand out
| | 02:47 | with bolded text, since Google
automatically bolds terms that are part of a
| | 02:51 | user's search query.
| | 02:54 | A great example of where this can be
used effectively is if your business has a
| | 02:58 | large inventory of model numbers or part
numbers. Rather than creating a generic
| | 03:03 | ad or alternatively an individual ad
for potentially hundreds or thousands of
| | 03:07 | products, you can create one ad group
per type of product and include all the
| | 03:12 | model numbers or part
numbers in the ad text via DKI.
| | 03:16 | So you can see that there are some
really good uses for DKI out there.
| | 03:20 | But let's talk a little bit about its
limitations and some things to watch out for.
| | 03:25 | Even with DKI, it's nearly impossible to
create a single generic ad that will be
| | 03:30 | relevant to keywords
that are not tightly themed.
| | 03:33 | So while it may make sense for the red
purse/maroon purse for example, you can't
| | 03:37 | use that ad for all your other
products like those jackets that you sell.
| | 03:42 | Keep in mind that when a user clicks on
your ad, they go to the ad destination
| | 03:46 | URL that you defined as a landing page.
| | 03:49 | So Red Purses searches should go to the
Red Purses landing page, which means I
| | 03:54 | can't just throw my jackets terms or even
my blue purses terms into that same ad group.
| | 04:00 | Another thing to keep in mind is that
many of the keywords that trigger an ad to
| | 04:04 | show just don't fit the phrasing of the ad text.
| | 04:07 | In my example the keywords were all
tightly themed around a color and then noun
| | 04:12 | that was a synonym for purse.
| | 04:13 | So it was pretty easy to build ad text
that would work across the board, but if
| | 04:18 | you started including a larger set of
keywords that weren't so tightly themed or
| | 04:22 | constructed, something like purse repair,
then it wouldn't make any sense and
| | 04:26 | your ads would likely perform
pretty poorly. Now here's a tip.
| | 04:30 | You can actually use DKI anywhere in
the ad text, including the display URL, and
| | 04:36 | remember the display URL
is just what the user sees.
| | 04:39 | It doesn't have to be a real URL.
| | 04:41 | So your ad could show a destination URL
of /MaroonHandbags to people looking for
| | 04:47 | maroon handbags and /RedPurses
to people looking for red purses.
| | 04:51 | Now here is another tip.
| | 04:53 | If you've put any misspellings in
your keyword list, then watch out.
| | 04:57 | Going after commonly misspelled words
can often be a great strategy, but you
| | 05:01 | wouldn't necessarily want to
repeat that misspelling in your ad text.
| | 05:05 | An ad like this just makes you look
silly. And while, they aren't technically
| | 05:09 | wrong, both single word keywords and
broad match keywords tend not to work
| | 05:14 | very well with DKI.
| | 05:16 | The problem is that they are just not
targeted tightly enough to be effective
| | 05:19 | especially when used in a headline.
| | 05:21 | For example the single word "phone"
doesn't really make a good headline for an ad.
| | 05:26 | It looks kind of weird or even spammy and
it's probably not going to perform very well.
| | 05:32 | So as you can see DKI can be an
incredibly powerful tool for you, but as they
| | 05:36 | say with great power comes great
responsibility, so use it wisely.
| | Collapse this transcript |
| Testing your ads with a split test| 00:01 | One of the simplest things that you
can do to really boost the performance of
| | 00:04 | your campaigns is split test your ads.
| | 00:08 | This is so effective and so
powerful that unless you have an ad that's
| | 00:12 | performing 100% perfectly, you should
really never only have one ad running at a time.
| | 00:18 | The concept is straightforward.
| | 00:20 | We let Google AdWords randomly show
different ads with all other campaign and ad
| | 00:25 | group parameters held constant and
then we measure how each version performs.
| | 00:30 | If you're thinking that this sounds
like an AB test, then you are right.
| | 00:33 | That's exactly what this is.
| | 00:35 | Let's start out by using a real example.
| | 00:38 | And this one shows just how
long we've been doing this.
| | 00:41 | Remember when the US housing market was booming?
| | 00:43 | Well, here are two ads that we were
running for a client campaign way back when
| | 00:47 | things in real estate land were still good.
| | 00:50 | Can you spot the differences?
| | 00:52 | You have to look pretty close, but you
will see that in one ad we spelled out
| | 00:56 | the word, Arizona, and in
another we used the abbreviation.
| | 01:00 | This gave us enough room to stick just
one more tiny word in that second line, "easy."
| | 01:05 | Big deal, right?
| | 01:07 | There is no way that changes that
small would make a difference, would they?
| | 01:11 | Well, let's take a look at
the numbers and find out.
| | 01:15 | First off, I need to say that we can't
just look at the numbers in our AdWords
| | 01:19 | reports and say that if one is higher
or lower than another then that means
| | 01:22 | it's better or worse.
| | 01:24 | Like any other kind of testing we need
to run the numbers to make sure that
| | 01:28 | our winners are
statistically better than our losers.
| | 01:32 | The other thing we need to keep in mind
is how we're going to define better, and
| | 01:35 | we'll talk more about this as we go.
| | 01:38 | So here's how we set up a split test.
| | 01:40 | When we're creating or managing an ad
group, we just create more than one ad.
| | 01:45 | Here you can see that we've created both of
the ads I just showed you in the same ad group.
| | 01:50 | Now we could certainly do three or four
here, but in this case we're just going
| | 01:54 | to keep it simple with these two.
| | 01:56 | The next thing you want to do is head
over to your Campaign settings and make
| | 02:00 | sure that you're telling AdWords to
randomly display each of your ads evenly.
| | 02:05 | You can do this by selecting the
rotate option in the Ad delivery section.
| | 02:09 | What this does is forces AdWords to show
each ad randomly and evenly and this is
| | 02:15 | something that we need in
order for our split tests to work.
| | 02:19 | Lastly, we just need to make sure that
we're using conversion tracking or that
| | 02:23 | we're integrated with Google Analytics.
| | 02:26 | One way or another, we are going to need
to be able to get data around whether or
| | 02:29 | not people who click on each of these ads
actually convert on our goals. That's really it.
| | 02:35 | Now we just run our campaigns
and we wait for data to collect.
| | 02:39 | Once we've got some numbers to look at,
we can start running some analysis and
| | 02:42 | eventually we'll need to let this test
run long enough that we get to a point
| | 02:46 | where we have statistically significant
differences between the ads, and this is
| | 02:50 | probably going to take weeks, not hours.
| | 02:53 | And it's possible that one ad
really isn't any better than the other.
| | 02:56 | So no matter how long you run that test,
you would never reach a point where the
| | 03:00 | numbers tell us that one is
statistically better than another.
| | 03:03 | So don't forget to always inject a
little common sense into your experiment.
| | 03:07 | But let's keep moving with this example and
with some real numbers from these two ads.
| | 03:12 | After letting this campaign run for a
few weeks, we have collected some data.
| | 03:16 | On the first ad, the one that spells out
the word Arizona, we have managed to get
| | 03:21 | 564 clicks on 24,410 impressions.
| | 03:26 | That makes for a clickthrough rate of 2.31%.
| | 03:30 | On the second ad we've gotten 1292 clicks
on just about the same number of impressions.
| | 03:36 | Do a quick calculation and that's a
click-through rate of 5.12%, more than
| | 03:41 | twice the first ad.
| | 03:43 | Now I am going to hit you with the stats.
| | 03:44 | If I analyze this data using a
normal approximation to the binomial
| | 03:48 | distribution, I get a P value of
less than 0.01, which basically means
| | 03:53 | that statistically we can be more than 99%
sure that this difference is not just chance.
| | 03:59 | So ad two is clearly better,
right? Well, slow down.
| | 04:03 | Remember that we need to define the word better.
| | 04:06 | We don't make money on the click.
| | 04:08 | We spend money on the click.
| | 04:09 | Our money is made on the conversion.
| | 04:11 | So let's walk through those numbers.
| | 04:13 | Let's say that the conversion we're
measuring is when people fill out a form for
| | 04:17 | a mortgage refinance. Wow!
| | 04:20 | Ad two only gets about two-thirds as many
visitors as ad one to fill out that form.
| | 04:25 | Again, these numbers are
statistically significant.
| | 04:28 | So ad one is better then, right?
| | 04:30 | You can see where this starts to get
a little confusing, but let's fight
| | 04:33 | our way through this.
| | 04:34 | Let's say that we're paying about
a dollar a click in this example.
| | 04:38 | That means that we're spending
$564 on ad 1 and $1292 on ad 2.
| | 04:45 | Now we can look at the actual number
of conversions we saw and do a quick
| | 04:49 | calculation to see our cost per conversion.
| | 04:52 | With ad number one, we're paying $10.44
for each form submission and with ad two
| | 04:59 | we are paying $15.95.
| | 05:02 | Now here comes the part that makes it all clear.
| | 05:05 | Let's say that each time someone
submits a lead on this web site, it's worth
| | 05:09 | $15 to us in profit.
| | 05:11 | Well now I can calculate exactly how
much each ad put in my pocket and since
| | 05:16 | I know how much I spent to get that conversion,
I can also figure out my profit and my ROI.
| | 05:22 | Look at that. Two tiny little changes
ended up being the difference between
| | 05:27 | making money and losing money on this
campaign, and if something that seemingly
| | 05:31 | trivial can have such an impact, just
imagine what your split test might show.
| | 05:37 | The last thing that I want to do in
this video is show you a tool that we have
| | 05:40 | built that can help you do the
statistical calculations quickly and for free.
| | 05:44 | Just head over to this URL and click
the one called PPC Ad Split Testing tool.
| | 05:52 | Go ahead and rename the Ad Variations.
| | 05:54 | Then just pull the numbers for Clicks,
Impressions, and Conversion Rate right out
| | 05:58 | of AdWords and pop them in here.
| | 06:00 | You should probably leave the
Confidence Interval at 95%, but if you know what
| | 06:05 | you're doing and you want to
change it, just use the drop-down.
| | 06:08 | Lastly click the button and the tool
will tell you if you've got a winner with
| | 06:12 | respect to clickthrough rate or
conversion rate or if you need to collect more data.
| | 06:17 | For those that want more, just click
on the Show me details link and you will
| | 06:20 | get information around absolute differences,
the actual confidence interval, and that P value.
| | 06:27 | Now you can certainly take these
concepts even further, especially if you've
| | 06:31 | integrated AdWords into a robust
analytics package and have a wide range of data
| | 06:36 | points available to you for each
of the ad versions that you test.
| | 06:39 | If you want more information about web
analytics or web site testing in general,
| | 06:44 | head over to the Google Analytics
and Google Website Optimizer Essential
| | 06:47 | Training courses,
available right here on lynda.com.
| | 06:51 | I hope this example has convinced you
that you should be split testing your ads,
| | 06:55 | and now that you've got a free tool to do
the hard part for you, you're out of excuses.
| | 06:59 | So good luck and happy testing!
| | Collapse this transcript |
|
|
8. Researching KeywordsValuing keyword research| 00:00 | There is nothing more essential to an
AdWords campaign than your keywords.
| | 00:04 | Whether you're bidding on search terms
or deciding what keywords describe the
| | 00:07 | type of site that you'd like your
display ads to show up on, having the right
| | 00:11 | keywords in your campaigns can be the
difference between a profitable campaign
| | 00:15 | and one that just bleeds money.
| | 00:17 | Seemingly similar keywords can be
drastically different when it comes to performance.
| | 00:22 | One of the biggest mistakes is assuming
that keywords that mean roughly the same
| | 00:26 | thing will perform roughly the same.
| | 00:29 | The first and most critical thing to
remember in keyword research is to speak
| | 00:34 | the language of your customer.
| | 00:36 | This is always important, but it's
especially important when talking about
| | 00:40 | advertising on search engines where
we're not trying to push our ads out in
| | 00:43 | front of the masses.
| | 00:45 | Remember, we're reacting to what they typed in.
| | 00:48 | What they were looking for.
| | 00:50 | Here we're not trying to create a
market or control the language around it.
| | 00:54 | So it's going to be very important to
know what those terms are that are being
| | 00:58 | entered into the search engine.
| | 00:59 | Otherwise, no matter how brilliant our
ads are, they will never get displayed and
| | 01:03 | will never reach our audience.
| | 01:05 | Let's take an example.
| | 01:07 | Now you may pride yourself on being
in the pre-owned vehicles business.
| | 01:11 | But on a search engine I
have got some bad news for you.
| | 01:14 | You're not in the pre-owned vehicles business;
| | 01:16 | you're in the used car business.
| | 01:18 | How do I know this?
| | 01:19 | Because over 4 million people per month
are searching on used car and only 3,600
| | 01:25 | on pre-owned vehicles.
| | 01:26 | Folks in the airline industry talk
about low fares but customers talk
| | 01:30 | about cheap flights.
| | 01:32 | These are fairly obvious, but there
are plenty of examples in every industry
| | 01:36 | vertical where internal jargon just
plain isn't the language that your customers
| | 01:40 | are using when they're looking for
the products and services that we offer.
| | 01:44 | This is especially important in
consumer-facing industries where your customers
| | 01:49 | probably don't know all the proper terminology.
| | 01:52 | At the same time keep in mind that if
you're in the B2B space and your target
| | 01:56 | clients are sophisticated professionals
that share your industry knowledge, then
| | 02:00 | go ahead and use that industry jargon.
| | 02:01 | For example, someone searching on
garbage collection is likely looking for the
| | 02:06 | city's weekly residential trash pickup.
| | 02:09 | Where if someone is searching on
waste management may be more likely to be a
| | 02:12 | commercial customer who needs
to contract for garbage removal.
| | 02:17 | Think of this brainstorming process
like the game show the Family Feud.
| | 02:21 | It's not what you call it.
| | 02:22 | It's what everyone else calls it.
| | 02:24 | So we've looked at some raw search numbers,
but frequency and volume isn't the whole story.
| | 02:29 | It's just the first step.
| | 02:31 | As you watch the rest of the videos in
this section, I'm not going to suggest
| | 02:35 | that you simply put all of your
resources towards the highest, most obvious
| | 02:38 | keyword on the list.
| | 02:40 | Slight differences in keywords can
indicate very real differences in the intent
| | 02:44 | or mindset of the searcher and
variations of the phrasing can even indicate
| | 02:49 | where in the buying
process a potential customer is.
| | 02:52 | Are they just browsing?
| | 02:53 | Or are they ready to buy?
| | 02:55 | Well, keyword research can get
very in-depth and very sophisticated.
| | 02:59 | At first you need to focus on
the three most important things:
| | 03:04 | the size of the market based on how
many searches people are doing around that term,
| | 03:08 | the relevancy of those terms to
your business, and the competition and
| | 03:13 | cost associated with advertising on those terms.
| | 03:17 | In the rest of this chapter we'll take
a look at some tools and techniques to
| | 03:21 | give you some data to evaluate and
we'll get you started down the path of
| | 03:24 | quality keyword research.
| | Collapse this transcript |
| Understanding keyword match types| 00:00 | Now that you've got a handle on
what a keyword is and why we do keyword
| | 00:04 | research, it's time to learn the
language of keyword match types.
| | 00:08 | Google AdWords uses keyword match
types to direct the system on what type of
| | 00:13 | users search queries you want your ad
to display for and how specifically you
| | 00:18 | want to match what the users are typing in.
| | 00:21 | Sometimes you want to reach a very
broad audience of people and other times you
| | 00:25 | need to get specific and protect your
ads from too much traffic, so that you're
| | 00:29 | not giving away advertising dollars to
irrelevant visitors who aren't really
| | 00:33 | interested in you or your business.
| | 00:35 | So every keyword you use inside
AdWords will have what's called a match type.
| | 00:41 | Based on the blueprints that you've
laid out for your campaigns, your keyword
| | 00:45 | research and your advertising goals,
you can decide which match type is
| | 00:49 | appropriate for each
keyword that you're targeting.
| | 00:53 | When we talk about keyword match type,
we're usually talking about broad, phrase,
| | 00:57 | and exact match types.
| | 00:59 | So let's go over each one.
| | 01:02 | Broad match is the default
match type for all keywords.
| | 01:05 | If you're looking in your account and
you don't see any quotes or brackets
| | 01:08 | around your keywords, then those
keywords are designated as broad match.
| | 01:13 | Broad match keywords are not
protected or restricted at all and they can
| | 01:18 | trigger your ad on anything and
everything a user types into Google that may be
| | 01:22 | relevant to your keyword.
| | 01:24 | The thing to remember is that
broad match equals broad reach.
| | 01:28 | Let's take an example.
| | 01:29 | If I'm an athletic shoe retailer and I
want to target the keyword athletic shoe
| | 01:34 | as a broad match keyword, then my ad
might show for any user queries containing
| | 01:39 | the term athletic shoe.
| | 01:40 | My ad could show for the user queries
athletic shoe store and athletic shoe comparisons.
| | 01:46 | Broad match keywords may also trigger
an ad if the user query is typed in a
| | 01:51 | different order than the
specifically targeted keyword.
| | 01:54 | For example, my ad targeting athletic
shoe may be displayed when a user searches
| | 01:59 | for things like athletic
kids shoe or athletic blue shoe.
| | 02:04 | Now the biggest reason that broad
match increases reach is that broad match
| | 02:09 | keyword targeted ads can be
displayed in response to user queries
| | 02:13 | containing similar words or synonyms
to your targeted keywords and plural
| | 02:18 | forms of your keyword.
| | 02:19 | So our athletic shoe keyword ad might
display in response to the user queries
| | 02:24 | discount athletic shoes, and sport
tennis shoe, and even aerobic shoe.
| | 02:28 | Now this might be good for you and your
campaign, depending on your goals, but
| | 02:33 | keep in mind that this broad matching
also has a downside for many advertisers.
| | 02:38 | You may be extending your reach way
too far and you don't want to pull in
| | 02:42 | irrelevant traffic that
wastes your advertising dollars.
| | 02:45 | This is why keyword research is so important.
| | 02:48 | If I don't spend the time to get a
really good idea of the things that people
| | 02:52 | are searching on in my industry, then
I could be wasting my money on people
| | 02:56 | looking for information on athlete's
foot or wanting to buy a pair of dress
| | 03:00 | shoes that I don't sell.
| | 03:02 | So how do you protect your ads
and in turn your advertising budget?
| | 03:06 | There are a lot of different strategies,
but the basics center around match type.
| | 03:11 | Let's start with a broad match modifier.
| | 03:14 | You can rein in the traffic on your broad
match keywords by using a broad match modifier.
| | 03:19 | This lets you control your broad match
keywords a bit more without restricting
| | 03:24 | them as much as using phrase
match, which we'll cover next.
| | 03:27 | Broad match modifiers are signified by
using a plus sign directly in front of the
| | 03:32 | keyword that you're interested in controlling.
| | 03:35 | By doing this, you're telling AdWords
that the keyword directly following that plus sign
| | 03:39 | has to appear in the user's search
query exactly as targeted or as a very
| | 03:45 | close variant in order for the
system to display your ad to that user.
| | 03:49 | Ads can be triggered to display for
modified broad match keywords if the user
| | 03:54 | query is a misspelling, abbreviation,
acronym, or stemming of the modified broad
| | 03:58 | match keyword or if it's a singular or
plural form, but related searches and
| | 04:03 | synonyms are not considered close
variants and will not trigger your ad to show.
| | 04:08 | So what does this mean?
| | 04:09 | Well, this means that our targeted
keyword now has a plus sign in front of it
| | 04:14 | and now our athletic shoe ad will
still be displayed in response to queries
| | 04:17 | like discount athletic shoes, athletic
kids shoe, an athletic shoe store, but
| | 04:22 | it won't show for user queries like sport
tennis shoe, aerobic shoe, or athletes foot.
| | 04:28 | So this gives us a way to get just a
little more targeted than using broad match only,
| | 04:33 | but we can get even more
restrictive with phrase match keywords.
| | 04:38 | Phrase match restricts traffic even
further by locking down the order of things
| | 04:42 | and in your account it's signified
by putting the keyword in quotes.
| | 04:47 | This tells AdWords that the user query
must contain your targeted keyword in the
| | 04:51 | exact order and form that you're targeting.
| | 04:54 | There can still be additional text
before or after your keyword in the user
| | 04:58 | query, but the order of your
keywords has to remain intact.
| | 05:02 | So what does this mean?
| | 05:03 | Well, if we stick quotes around our
targeted keyword, then our ad will still
| | 05:07 | show for queries like discount athletic
shoes and athletic shoe store, but our
| | 05:11 | ad will not show for queries like
athletic kids shoe and athletic red shoe.
| | 05:17 | So phrase match makes sure that our
exact phrases contain somewhere in the users'
| | 05:21 | search terms, but we can get even
more specific with exact match keywords.
| | 05:27 | Exact match makes sure that our ad is
only allowed to be shown in response to a
| | 05:31 | user searching for the exact
same keyword that we've targeted.
| | 05:35 | Exact match is signified by placing
the target keyword inside square brackets
| | 05:40 | and this is how we tell the AdWords
system that in order for our ad to be shown,
| | 05:45 | the user query must exactly match our
targeted keyword in the exact order that
| | 05:50 | we're targeting and with
no other text in the query.
| | 05:54 | So what does this mean for our athletic shoe ad?
| | 05:56 | Well, if we put our targeted keyword in
brackets, then the only way that our ad
| | 06:01 | will show is when a user does a
search on the exact same term that we are
| | 06:05 | bidding on: athletic shoe.
| | 06:08 | This gives us the ultimate level of control.
| | 06:11 | Remember, we can have lots
of keywords in our ad groups.
| | 06:14 | So we could be bidding one price for
athletic shoe and another for athletic shoes.
| | 06:19 | We could be sending people searching
for kid's athletic shoes to one landing page
| | 06:23 | and people searching
for basketball shoes to another.
| | 06:26 | So you can see that with match types,
we can get pretty specific about what
| | 06:30 | kind of traffic we'd like to show our
ads to and what kind of reach we'd like
| | 06:34 | from our campaigns.
| | 06:36 | Now, there's one more match type
that's extremely important to a good AdWords
| | 06:40 | campaign, and it's so useful that
it deserves a movie all to itself.
| | 06:45 | In addition to the broad, phrase, and
exact match types that we've discussed here,
| | 06:48 | we've also got negative match.
| | Collapse this transcript |
| Including negative keywords| 00:01 | Now that you understand the three basic
keyword match types and how they work,
| | 00:05 | let's go over one more very important
match type that helps you protect the
| | 00:09 | traffic that your ads are shown to,
increase relevance, and in turn increase
| | 00:13 | quality scores, conversion
rates, and ultimately your ROI.
| | 00:18 | Negative keywords are possibly the
most important match type of all, as they
| | 00:22 | help to filter out irrelevant traffic
that you don't want your ads to show up for.
| | 00:27 | This is extremely important, because
you don't want to waste your advertising
| | 00:31 | dollars on clicks or impressions from
users who are looking for something that
| | 00:34 | you couldn't offer them.
| | 00:36 | Negative keywords work in just the
opposite way of the other match types.
| | 00:41 | Rather than telling Google AdWords what
we do want our ads to show up for,
| | 00:45 | now we're telling the system the cases
where we don't want our ads showing.
| | 00:50 | The syntax here is a dash or a minus
sign placed in front of the keyword that we
| | 00:54 | don't want our ad showing for.
| | 00:57 | Let's say that you're running an AdWords
campaign for the Hilton Hotel in Paris, France.
| | 01:02 | Unfortunately for you, you're going to
have a lot of irrelevant search traffic
| | 01:06 | if you start bidding on the keyword,
Paris Hilton, and the vast majority of
| | 01:10 | these people are not interested in
booking a room at your hotel. Why?
| | 01:14 | Well, if users are searching for
Paris Hilton the socialite, and you don't
| | 01:18 | account for this in your keyword
strategy with negative keywords, your ads could
| | 01:23 | show for every search that involves
Paris Hilton the person, and even if you
| | 01:27 | don't get the improper clicks,
this could kill your quality score.
| | 01:31 | Remember, quality score is largely
affected by clickthrough rate and
| | 01:35 | clickthrough rate is calculated by
the number of clicks divided by the
| | 01:39 | number of impressions.
| | 01:40 | So if you keep on putting your hotel
out there for people who are actually
| | 01:44 | looking for a socialite, your
clickthrough rate could really suffer and you
| | 01:48 | will be in a bad place real quick.
| | 01:50 | So let's fix this situation.
| | 01:52 | Negative keywords can be placed at
either the campaign level or the ad group
| | 01:56 | level and as of 2011, you can even use
negative keyword lists that live with the
| | 02:01 | account level and can be
applied across multiple campaigns.
| | 02:05 | In most cases you'll want to define
your negative keywords at the campaign
| | 02:09 | level and this is because if you have a
keyword that you'd like to block in one
| | 02:13 | ad group, it's likely that you would
want to block it for every ad group.
| | 02:17 | But if your situation calls for being more
or less granular than just the campaign,
| | 02:22 | you have those options.
| | 02:24 | Now to solve our Paris Hilton problem,
we can quickly create a negative keyword
| | 02:28 | list across our campaigns to exclude
our ad from showing on things like perfume
| | 02:33 | or biography or celebrity or gossip
and we can also use negative keywords to
| | 02:39 | give us some control over
which adds searchers see.
| | 02:42 | Let's take a different example.
| | 02:45 | If I'm an office supply ecommerce
site and I am putting together an AdWords
| | 02:49 | campaign, there are going to be some good
negative keywords that I will want to include.
| | 02:54 | I might have notebooks for
sale as well as laptop sleeves.
| | 02:58 | Ideally, we'll have one ad group for
paper notebooks and one ad group for these
| | 03:02 | laptop sleeves and we'll have negative
keywords at the campaign level for any of
| | 03:07 | the office supplies that we don't
sell at all like binders. But the term
| | 03:11 | notebook is also a common synonym for laptop.
| | 03:15 | So in this case, we might want to add
the term notebook as a negative keyword to
| | 03:19 | the laptop sleeve ad group, to ensure
that anyone looking for a paper notebook
| | 03:24 | doesn't get shown a laptop sleeve ad.
| | 03:27 | Okay, so at this point you're probably
wondering how you will go about finding
| | 03:31 | all of these possible negative keywords.
| | 03:33 | So let's talk about a few ways to do this.
| | 03:36 | One way is to just go to Google
and search for some of your keywords.
| | 03:40 | You'll often be very surprised at what pops up.
| | 03:43 | You can see other types of businesses
and web sites that use your keywords in
| | 03:47 | very different ways and you can add
negative keywords for all those items that
| | 03:51 | are completely irrelevant to you.
But my favorite way to mine for negative
| | 03:55 | keywords is to use the Google Keyword tool.
| | 03:59 | Just head over to the Reporting and
Tools tab and select the Keyword tool
| | 04:03 | from the drop-down.
| | 04:04 | Here, you can type in a whole ad
group's worth of the keywords and then get a
| | 04:08 | list of hundreds or even thousands of
additional related keywords that people
| | 04:12 | are typing into Google everyday.
| | 04:14 | Right from this interface, you can
create negative keywords from anything that
| | 04:19 | comes back on your list that
you don't want to show up for.
| | 04:22 | Another great place to find
negative keywords is the search query
| | 04:26 | performance report.
| | 04:28 | This report shows all of the actual
user queries that triggered your ad to
| | 04:32 | show and you'd be surprised at what
you will find in here, especially if you
| | 04:36 | are using a lot of broad match. And if
you're a Google Analytics user, you can
| | 04:40 | get the same information with the matched
search query dimension in your AdWords reports.
| | 04:46 | Finding and using negative
keywords is an essential element to any
| | 04:49 | well thought out AdWords campaign, and
can dramatically increase your RIO by
| | 04:54 | saving you money on irrelevant
clicks and increasing or quality scores.
| | Collapse this transcript |
| Evaluating a keyword| 00:00 | Now that you know why keyword research
is so important and how to protect your
| | 00:04 | traffic using different keyword match
types, you're ready to start digging in
| | 00:08 | and investigating your keywords for
all the types of things that you should
| | 00:12 | consider when plotting
out your keyword strategy.
| | 00:15 | Keywords are evaluated in terms of
frequency, relevance, and competition and
| | 00:20 | it's important for you to
consider all three qualities together.
| | 00:24 | Let's walk through each of these concepts.
| | 00:26 | We'll start with frequency.
| | 00:28 | When we talk about keyword frequency,
we're talking about search volume.
| | 00:33 | How often are people actually typing
this keyword into Google when they're
| | 00:37 | doing their searches?
| | 00:38 | If you target keywords that don't have
any traffic on them, then you can bid as
| | 00:43 | high as you want and your ad might
show up every time that someone does that search,
| | 00:46 | but the problem is that
people aren't doing that search.
| | 00:50 | You want to make sure that the
keywords you target have enough search volume
| | 00:54 | that your ad is being triggered and
showing up in front of searcher's eyeballs.
| | 00:59 | Make sure to watch the next video on
using the Keyword tool to find out how
| | 01:03 | you'll actually find these numbers
| | 01:05 | But remember, there is a balance here.
| | 01:07 | We just saw why you wouldn't want to
bid on a term that gets no search volume,
| | 01:11 | but you might also be wasting money if you
target keywords with too much search volume.
| | 01:16 | This often happens when you use a
single word keyword phrase like roses.
| | 01:20 | The keyword is too general and
regardless of the match type, your ad might
| | 01:25 | trigger for all kinds of
stuff that you don't want it to.
| | 01:28 | A single general keyword like this
will show up in millions and millions of
| | 01:32 | search queries and you may spend your
entire day's worth of budget on just that
| | 01:37 | one keyword before 9 am, without
ever getting a relevant ad in front of a
| | 01:41 | single targeted potential customer.
| | 01:44 | This brings us to the next
variable that we look at when researching
| | 01:47 | keywords, relevance.
| | 01:49 | We've talked about how the keywords
that you target in your AdWords campaigns
| | 01:53 | need to be relevant to your advertising
goals, your ads, and your landing pages,
| | 01:58 | but what lots of people forget is that
it all starts with having keywords that
| | 02:02 | are really relevant to the
products and services of your business.
| | 02:05 | For example, let's say I'm a
florist and I'm interested in advertising
| | 02:10 | my inventory of roses.
| | 02:12 | If I just add the keyword roses as a
broad match, my ad is going to be displayed
| | 02:17 | to everyone whose query includes the word roses.
| | 02:21 | Sure, I could use different keyword
match types to help protect my ads
| | 02:25 | from irrelevant traffic, but even in exact
match, the term roses is still too general.
| | 02:31 | I really have no idea what the user's intent
was when they typed roses into a search engine.
| | 02:36 | Were they looking for information on how
to plant a rose bush in their backyard?
| | 02:40 | Were they looking for the white pages
listings of their friends, the Roses?
| | 02:45 | This keyword, even though it does
describe my product, is not very relevant to
| | 02:49 | my advertising goals and here's how I
like to define relevance when we are
| | 02:53 | talking about keyword research.
| | 02:56 | Of every hundred people that type that
keyword into a search engine, how many of
| | 03:01 | them are actively looking
to buy roses on a web site?
| | 03:05 | Let's take some better keywords,
something like buy roses or buy roses online
| | 03:10 | or buy a dozen roses.
| | 03:13 | How many people of every hundred that
type in "buy roses online" are looking
| | 03:17 | to buy roses online?
| | 03:19 | I'd say almost all of them.
| | 03:20 | These keywords are much more
relevant to my goals: getting people to buy
| | 03:25 | roses on my web site.
| | 03:28 | The best thing to do when drafting your
AdWords campaigns is to put yourself in
| | 03:32 | your potential customer's shoes and
try to see things from their eyes.
| | 03:37 | This is your target audience, and at
the end of the day what I am trying to do
| | 03:41 | is capture the attention of people
that are looking to buy roses online.
| | 03:45 | People that have passed that research
phase and are ready to take the plunge
| | 03:48 | and make the purchase.
| | 03:49 | I am fishing for those customers
that are further into the buying cycle.
| | 03:53 | So I should target keywords that this
type of customer would type into Google
| | 03:57 | when performing such a search.
| | 03:59 | Again, don't forget to check the
Keyword tool to make sure that people actually
| | 04:03 | are typing those keywords into Google.
| | 04:06 | Remember, all of these
variables need to be evaluated together.
| | 04:11 | The next piece we need to consider when
evaluating which keyword to target is competition.
| | 04:16 | Remember, you're competing against
others in an auction for the keywords that
| | 04:20 | you target in your AdWords campaigns,
and the way auctions work is that the
| | 04:24 | popular terms command a higher price
than the ones that no one cares about.
| | 04:29 | In AdWords, the keywords that everyone
knows about and that everyone wants to
| | 04:33 | bid on are going to be more expensive than
keywords that not as many people are competing on.
| | 04:39 | Now this is good news for you, because
the fact is lots of people just blindly
| | 04:44 | stick words in their campaigns and
throw their money at the bids, but you know better.
| | 04:48 | You know how to mine your
keywords that your competitors might not find,
| | 04:53 | that people are actively searching on.
| | 04:54 | Of course, bidding on the term roses is
going to be more expensive than bidding
| | 04:59 | on buy roses online, and that's a good thing.
| | 05:02 | Let your competition fight over the
expensive terms, because we know that lots
| | 05:06 | of those clicks won't even be relevant.
| | 05:09 | We can focus on what's called the longtail.
| | 05:13 | Longtail keywords are the ones that
may not get a lot of searches taken just
| | 05:17 | one at a time, but they're extremely
specific and extremely likely to convert.
| | 05:23 | If you add them all up,
collectively they actually account for a lot
| | 05:26 | of potential clicks.
| | 05:28 | Sure, the word roses might be searched on a
thousand times a day, but it's not very relevant.
| | 05:34 | I'd rather find a hundred terms that get
just a click or two a day that are much
| | 05:38 | more specific, things like order a
dozen roses. Does that get searched on
| | 05:43 | thousands of times per day? No.
| | 05:45 | But do I want every one of those people
that actually does that search on my web site?
| | 05:50 | Yes!
| | 05:51 | That's someone that's ready to buy
my product, right now, and guess what?
| | 05:55 | You don't have to pay that premium for
the click, because your competition might
| | 06:00 | not even know that that keyword exists.
| | 06:02 | Once again, we're going
to find our balance here.
| | 06:05 | While these longtail terms with low
competition might be extremely relevant,
| | 06:10 | it's also possible that they
have very low search volume.
| | 06:13 | Your ad on the keyword "orders seven
dozen white and red roses for two-day
| | 06:18 | office delivery" might be the most
relevant keyword that you have ever heard of,
| | 06:22 | but if only one person searches on
that per year, it's probably not a great
| | 06:25 | keyword to focus on.
| | 06:28 | The most important thing to remember
when evaluating a keyword is that you need
| | 06:32 | to look at all three aspects together.
With what frequency is this keyword
| | 06:37 | actually searched on, how relevant is
it to the products and services that I
| | 06:41 | offer, and how competitive and
expensive will it be for me to bid on this term?
| | Collapse this transcript |
| Using the Keyword tool| 00:00 | When we talk about doing keyword research,
what we mean is analyzing what people
| | 00:04 | have typed into the search engines in
the past, so that we can learn from it.
| | 00:08 | We're not just sitting around a table
and guessing at what we think we might
| | 00:12 | type into Google to find what we're looking for.
| | 00:14 | There's plenty of data out
there for us to actually look at.
| | 00:17 | The problem is, how do we get that data?
| | 00:20 | Well, Google is the largest search
engine of them all and it has by far the most
| | 00:25 | data on exactly what terms people are
typing in, how frequently, during what
| | 00:29 | time of the year, from what parts of
the world, and how many people are running
| | 00:33 | ads targeting those particular searches already.
| | 00:36 | Remember that we evaluate our
keywords based on their relevance to us, the
| | 00:40 | frequency with which they're searched,
and how competitive they are, and the
| | 00:45 | good news for us is that while
relevance is up to us to decide, Google shares
| | 00:49 | a lot of data with us that can help us
determine frequency and competition and it's all free.
| | 00:55 | To get to the Keyword tool, just log
into your AdWords account, and click on the
| | 00:59 | Reporting and Tools tab,
then select the Keyword tool.
| | 01:02 | The tool is actually
really simple to start using.
| | 01:07 | You just type in the words that
you think describe your products and
| | 01:10 | services into the box.
| | 01:12 | In our case, let's stick with
our flavored olive oil theme.
| | 01:15 | We might type in things like garlic
olive oil, buy garlic olive oil, lemon olive
| | 01:20 | oil, and flavored olive oil.
| | 01:23 | Next, there is a checkbox that says only
show ideas closely related to my search terms.
| | 01:28 | If you check this, the tool will only
return keywords that include the phrase
| | 01:33 | that you've typed in.
| | 01:34 | Whether you leave this checked or not will
depend on what you're trying to accomplish.
| | 01:39 | I recommend running it both ways to
get an idea of what it does and how it
| | 01:42 | affects your data, and generally
speaking, if you're trying to generate new
| | 01:47 | ideas, it works best if you have only a
single ad group's keywords in the box.
| | 01:52 | That way you can keep it fairly tight
themed and you won't generate a lot of
| | 01:56 | results that don't make sense for you.
| | 01:58 | For now, let's explore and get more ideas.
| | 02:01 | So here I'll leave the box unchecked.
| | 02:03 | You can also expand the
Advanced Options and Filters area.
| | 02:08 | Here you can select the language that
you want to do your research in, as well
| | 02:11 | as the geographical regions that
you'd like to see local data for.
| | 02:15 | You can decide whether or
not to include adult ideas.
| | 02:18 | You can see keywords that were searched
on by different kinds of mobile devices,
| | 02:22 | as well as desktops and laptops, and
you can use filters to make sure that the
| | 02:27 | results you're getting are the ones you want.
| | 02:29 | For example, you might want to explore
keywords that have at least a thousand
| | 02:35 | local monthly searches, have lower
moderate competition, and have an approximate
| | 02:40 | cost-per-click of less than $2.
| | 02:47 | Once you click on the Search
button, the results will appear below.
| | 02:51 | Initially, they will be sorted by
relevance with the keywords that you typed
| | 02:55 | in on top and bolded.
| | 02:57 | But remember, relevance as we want
to define it for keyword research is a
| | 03:01 | measure of how likely it is that
someone who types in the word is looking for
| | 03:06 | our products and services.
| | 03:08 | I like to think of it like this.
| | 03:09 | Out of every hundred people who type in
garlic olive oil, how many are actually
| | 03:14 | looking to buy garlic olive oil on my web site?
| | 03:17 | Well, people might be looking for
nutritional content or they might be looking
| | 03:21 | for recipes or they might just
be curious as to how it's made.
| | 03:24 | Not everyone who types that into
a search engine is looking to buy.
| | 03:28 | But how about buy garlic olive oil?
| | 03:30 | I'd guess that just about every one of
those hundred people are looking to trade
| | 03:34 | money for my product, so that
one would be extremely relevant.
| | 03:38 | But relevance is only one factor.
| | 03:40 | What about frequency?
| | 03:42 | If we skip over to the Global Monthly
Searches column, we can see an approximate
| | 03:46 | 12-month average of how many searches
this keyword gets during a typical month.
| | 03:51 | Oh Even though buy garlic olive oil is
really relevant to the goals of my site,
| | 03:56 | it just doesn't get many searches.
| | 03:59 | But garlic olive oil gets
searched 22,000 times per month.
| | 04:03 | The Local Monthly Searches column
next to it just shows the number of
| | 04:07 | those searches that come from the
geography that we've selected, in this
| | 04:10 | case the United States.
| | 04:12 | The next column we want to look at will
help us get a feel for the last item on
| | 04:16 | our list, competition.
| | 04:17 | This column shows me the relative
competition on a 0 to 1 scale and it's
| | 04:22 | represented by a green
bar here in the interface.
| | 04:25 | For all practical purposes, this
essentially means how many other advertisers
| | 04:29 | are out there targeting this keyword.
| | 04:31 | A small number of advertisers
competing for a keyword that's relevant for me.
| | 04:36 | could mean that I found a diamond in
the rough, but it could also mean that
| | 04:39 | they've tried it before and there
was just no money to be made there.
| | 04:43 | On the other hand, a keyword with a
lot of competition means that I'm not the
| | 04:47 | one who knows about it.
| | 04:48 | I'll need to be extra careful about my
bidding in my ads, because there are lots
| | 04:52 | of other people out there bidding up the price.
| | 04:55 | So let's take a look at garlic olive oil.
| | 04:56 | There is not much competition here for
those 22,000 searches and look down here
| | 05:01 | at flavored olive oil.
| | 05:03 | There are lots of advertisers
competing for those 2400 searches.
| | 05:07 | It looks like they didn't
do their keyword research.
| | 05:10 | Other columns I like to add
here are Local Search Trends.
| | 05:14 | You can do this by clicking on the Columns
dropdown and checking the box next to them.
| | 05:24 | Let's take a look at Local Search Trends.
| | 05:27 | Here we can get a feel for whether or
not we're dealing with seasonal demand.
| | 05:31 | For garlic olive oil, we can see that
search volume is up and down a little over
| | 05:35 | the course of the year, but fairly stable.
| | 05:38 | When we look at flavored olive oil,
we can see a spike here in December,
| | 05:42 | although this tool doesn't tell me
why there is a spike, I could guess that
| | 05:45 | it has something to do with people wanting
to do some fancy cooking around the holidays.
| | 05:50 | The approximate CPC is a good
indicator of what you might expect to pay for
| | 05:54 | clicks on this keyword, and it's
actually an average of what all the advertisers
| | 05:59 | are paying, spread across
all of the ad positions.
| | 06:02 | I like to use this as
another competitive factor.
| | 06:05 | We can see that while our competition
is out there fighting each other for 2400
| | 06:09 | clicks on flavored olive oil, they have
to pay $1.16 a click to do it, but if we
| | 06:14 | want to target garlic olive oil, we can
reach 10 times as many people, have very
| | 06:19 | little seasonal fluctuation, less
overall competition, and we can be paying an
| | 06:24 | average of $0.82 a click.
| | 06:26 | Now it might not sounds like much, but
in this little example, our competition
| | 06:30 | would be spending 40% more than us
for every click and that can make a big
| | 06:35 | difference when you're
getting lots and lots of clicks.
| | 06:37 | Over on the left we have
some more refinement options.
| | 06:40 | It looks like we're onto something
with this garlic olive oil theme.
| | 06:43 | So if we wanted to get keywords that
use the word garlic, we could just type it
| | 06:48 | into the Include terms box.
| | 06:54 | With the exception of the bolded
terms that I typed in above, all of these
| | 06:57 | suggestions have the word garlic in
them and maybe I'm not interested in recipe
| | 07:03 | terms, since those are likely people
who already have my product and aren't
| | 07:07 | looking to buy right now.
| | 07:08 | So just type in recipe in the
exclude terms box and they will go away.
| | 07:13 | Next, if you want to refine your
results by category, you can do that here.
| | 07:18 | So take a look at the Hobbies &
Leisure category and drill down.
| | 07:21 | This is where those recipe keywords live.
| | 07:27 | If I want to focus on just cooking oils
and spray under the Food category, I can
| | 07:31 | do that here and at any time, just
click on the All Categories link to remove
| | 07:36 | any of those category filters.
| | 07:38 | Lastly, you can actually break these
up by match type, which is something I
| | 07:42 | would highly suggest that you do.
| | 07:45 | Take a look at garlic olive oil again.
| | 07:48 | Now I can see that an exact match or
the one in the brackets only accounts for
| | 07:52 | about 720 of those 22,000 searches,
while phrase match will get us about 5400.
| | 07:59 | But I can also see that the average
CPC went down for the more precise
| | 08:03 | match types as well.
| | 08:05 | Flavored olive oil as an exact match
might be one that we do decide to go after.
| | 08:10 | It's pretty relevant.
| | 08:11 | There are 880 searches a month of which 480 are
in the US and it's averaging a $1.01 per click.
| | 08:18 | Now another thing I want to point here
is that you don't have to enter keywords
| | 08:22 | into this tool to start using it.
| | 08:24 | You can just type in a URL and Google
will crawl your web page and use the
| | 08:28 | relevant terms it gathers
from your site to run the search.
| | 08:32 | I really like this as a way to see what
Google thinks of your potential landing pages.
| | 08:37 | It's a pretty good window into what
keywords they think your landing page is
| | 08:41 | going to be relevant to.
| | 08:43 | So let's head over to the actual
landing page that we'd want to use for our
| | 08:46 | flavored olive oil keywords.
| | 08:48 | Go ahead and copy the URL out of the
address bar and then paste it back into the
| | 08:53 | Keyword tool, instead of keywords.
| | 08:55 | Now I am also going to remove all the
other filters that I have added at this point.
| | 09:07 | So we can see that the list here
doesn't actually have a whole lot of garlic
| | 09:11 | related terms in it.
| | 09:13 | Now this is a really strong
indication to me that if I do want to pursue a
| | 09:16 | garlic olive oil ad group, I'm
going to need to build a more relevant
| | 09:20 | landing page than this.
| | 09:22 | Another point that I have to make with
this tool is that it can be a fantastic
| | 09:26 | way to go hunting for negative Keywords.
| | 09:28 | Right here I can see what kinds of
keywords might end up triggering my ads and
| | 09:33 | broaden phrase match, and I can add
them as negatives right from the tool to
| | 09:37 | ensure that I won't be paying for
clicks on terms that aren't relevant to me.
| | 09:42 | So let's say I want to make sure that
I don't show my ads to people looking
| | 09:45 | for soap or skincare.
| | 09:47 | Just find those keywords in the list,
select the drop-down next to them, and
| | 09:51 | select the negative match type you want.
| | 09:58 | Adding keywords to your ad groups or
campaigns right from this tool is easy,
| | 10:02 | whether they are exact match,
broad match, or negative match.
| | 10:05 | Just select the ones you want to
add and click the Add Keywords button.
| | 10:13 | Now you'll just pick the campaigns and the
ad groups that you want to apply them to.
| | 10:19 | Lastly, one of the things that I
really like to do is download the data into
| | 10:24 | Excel, so I can sort and filter and group
and pivot and graph anyway that I want to.
| | 10:29 | For example, maybe I'm looking to
find some potential low hanging fruit,
| | 10:33 | keywords with a large number of
searches, but relatively low numbers of
| | 10:37 | advertisers competing on them.
| | 10:39 | That could be as simple as a ratio of
monthly searches to competition, which we
| | 10:44 | can calculate and sort by in Excel very easily.
| | 10:47 | To download your data, just click the
Download dropdown, select which keywords
| | 10:51 | you want to download the data for, and
then select what format you want it in.
| | 10:56 | This tool is one of the most useful
out there to AdWords advertisers, and
| | 11:00 | despite the fact that it's incredibly
powerful and that it provides all kinds of
| | 11:05 | ways to query one of the world's
largest data warehouses of online activity,
| | 11:09 | it's actually pretty simple to use.
| | 11:11 | This is a place that I
encourage you to spend a lot of time in.
| | 11:14 | The data you will discover here can
help you find those keywords that your
| | 11:18 | competition might not know about and
help you to get the most out of your
| | 11:22 | online advertising.
| | Collapse this transcript |
| Creating ad groups from keyword research | 00:00 | So now you've completed your keyword
research and you've got a list of keywords
| | 00:04 | that you'd like to target
| | 00:05 | and it's time to group your keywords
together and start forming your ad groups.
| | 00:09 | Now hopefully I've beaten you over the
head enough about relevance by now that
| | 00:13 | you're fully aware of its importance.
| | 00:15 | You have to serve ads to users that
are relevant to their queries in order to
| | 00:19 | deliver a positive user experience,
| | 00:22 | get the user to click on your ad,
and get them to convert on your goals.
| | 00:26 | So how do you make sure that your
ads are relevant to user queries?
| | 00:30 | We do this with tightly themed ad groups.
| | 00:33 | Each of your ad groups should have one
and only one central theme so that you're
| | 00:38 | able to appropriately create ads that
are extremely relevant to the keywords
| | 00:42 | inside that ad group.
| | 00:44 | I always suggest thinking
past the ad group to the ad text.
| | 00:48 | Ask yourself, does it make sense for
the same ad to be served for every keyword
| | 00:53 | inside this ad group?
| | 00:54 | If the answer is no, then you can
probably break some of those keywords out
| | 00:58 | into separate ad groups.
| | 01:00 | A good rule of thumb to go by is the
number of keywords that you have in an ad group.
| | 01:04 | Generally speaking, if you have more
than 25 keywords in your ad group, then it's
| | 01:09 | probably a good idea to start
questioning whether that theme is getting a little
| | 01:12 | too broad for one single ad group.
| | 01:14 | For example, let's say I'm a florist
and I'm running a campaign focusing
| | 01:19 | on Valentine's Day.
| | 01:20 | I finish my keyword research and I've
come up with a keyword list and the
| | 01:24 | first ad group that I decide to
use is for Valentine's Day flowers.
| | 01:28 | Well, this looks good, right?
| | 01:30 | It's all about Valentine's Day flowers
and one ad could cover all of these, but
| | 01:34 | look closer. They're actually a lot
of different sub themes within the
| | 01:38 | Valentine's Day flower theme.
| | 01:41 | I see themes here around delivery, and
discounts, and gifts, as well as a more
| | 01:45 | general flowers theme.
| | 01:47 | If we keep going like this it's going
to be pretty hard to get all of these
| | 01:51 | themes into one single ad
without confusing the user.
| | 01:55 | So let's break them out and have
separate ad groups for each of these themes.
| | 01:59 | Let's take that whole delivery thing.
| | 02:01 | We can start to include keywords
around free Valentines delivery and
| | 02:05 | guaranteed on-time delivery.
| | 02:08 | Now here is an ad that works well
for all of those keywords that are
| | 02:11 | themed around delivery.
| | 02:13 | Remember, if the ad text contains any
keyword that matches the search query that
| | 02:18 | triggered the ad, it gets bolded,
making this ad stand out even more.
| | 02:23 | This is also a good opportunity to bust
some myths around structuring keywords
| | 02:28 | into ad groups that I hear and see
in people's accounts all the time.
| | 02:31 | There are theories out there about
putting all of your high-performance keywords
| | 02:35 | in one group, which of course makes no
sense since your ad copy can't possibly
| | 02:39 | be relevant to all of them.
| | 02:40 | I've seen people put all their exact
match keywords in one ad group and all
| | 02:45 | their phrase match
keywords in another and so on.
| | 02:48 | This doesn't make any sense for the same reason.
| | 02:50 | How could you write one ad that's relevant to
every keyword that you're exact matching on?
| | 02:55 | I've also seen people try to create ad
groups by putting all their high-margin
| | 02:59 | keywords into one group or keywords
with a high clickthrough rate into one
| | 03:03 | group in an attempt to get
a really high quality score.
| | 03:06 | Again, this doesn't work in the end.
| | 03:08 | You just can't achieve relevance this way.
| | 03:11 | As enticing as some of these
strategies might sound at first, remember that
| | 03:15 | there is really only one method that works.
| | 03:17 | Create your ad groups around
very targeted focused themes.
| | 03:21 | Inside those ad groups include tightly
knit specifically themed keywords and
| | 03:26 | write tightly knit specifically themed ads.
| | 03:29 | This is the way that you'll be able
to pinpoint and match the searchers'
| | 03:33 | real intent, catch their attention,
and be able to deliver exactly what
| | 03:37 | they're looking for.
| | 03:39 | Doing this also has some very nice side effects.
| | 03:43 | Remember, quality score is made up
largely of clickthrough rate and the more
| | 03:47 | relevant the keyword and ad are to
the users search queries, the higher your
| | 03:51 | clickthrough rate will be.
| | 03:52 | Quality score rewards relevance and the
higher the quality score, the less you'll
| | 03:57 | have to pay for each click that you buy.
| | 04:00 | This is exactly how you'll be
able to win over the competition.
| | 04:04 | By increasing the number of targeted
eyeballs that see your ads and lowering
| | 04:08 | your advertising costs, you'll be
rewarded with a better return on your
| | 04:12 | advertising investment.
| | Collapse this transcript |
|
|
9. Understanding the Auction and Quality ScoreUnderstanding how the auction works| 00:00 | Every time someone goes to Google
and does a search, Google runs what's
| | 00:04 | called the ad auction.
| | 00:06 | It happens hundreds of millions of
times per day and it takes only a fraction
| | 00:09 | of a second, but it's what determines which ads
you're going to see every time you do a search.
| | 00:15 | In the early days of the web, the model
was that whoever was willing to bid the
| | 00:19 | most for a keyword got that top spot.
| | 00:22 | The second highest bid got the
second spot and so on and so forth.
| | 00:26 | This highest bidder approach wasn't
great for users, because advertisers had no
| | 00:30 | incentive to actually make
their ads relevant or useful.
| | 00:34 | And users generally don't appreciate
non-relevant ads, because they don't offer
| | 00:38 | a searcher any additional value.
| | 00:41 | If you think about it the majority of
advertisers, they didn't benefit from
| | 00:44 | the old model either.
| | 00:46 | This was a game that only those
with the biggest budgets could win and
| | 00:50 | they would simply buy their way
into the top, and the search engines
| | 00:53 | themselves suffered as well.
| | 00:55 | If those irrelevant ads weren't
getting clicked on, then it didn't matter how
| | 00:59 | much the advertiser was bidding.
| | 01:01 | They never had to pay up,
because the ad never got clicked.
| | 01:04 | So Google change the game by
essentially letting more relevant ads be placed
| | 01:09 | higher on the page,
even if their bids were lower.
| | 01:14 | This is essentially the model that
made Google such a powerful force in the
| | 01:18 | online advertising world.
| | 01:20 | They weren't the first PPC ad company,
but their algorithms ultimately delivered
| | 01:25 | better results and aligned the
interests of searchers, advertisers, and the
| | 01:29 | search engine itself.
| | 01:31 | Google calculates something called
AdRank for each advertiser in the
| | 01:35 | auction and the positions on the page are
just assigned according to the highest AdRank.
| | 01:41 | Early on AdRank was just this simple formula.
| | 01:45 | You not only had to bid enough, but
your ad also had to get enough clicks to
| | 01:49 | justify your ad's position on the page.
| | 01:52 | This is how Google rewarded better, more
relevant ads that users wanted to click on
| | 01:57 | and it also made Google
piles and piles of money.
| | 02:01 | Over the years Google has updated this
formula and instead of just using the
| | 02:05 | clickthrough rate, they've replaced it
with something called the quality score.
| | 02:09 | Now quality score is still made up
mostly of clickthrough rate, but it also
| | 02:13 | includes a number of other relevance factors.
| | 02:16 | We'll get into what makes up the
quality score a little bit later, but for now
| | 02:20 | it's just important to know that
clickthrough rate is a big part of it.
| | 02:24 | So the way the AdRank is
calculated is still pretty simple.
| | 02:28 | It's just max bid price
multiplied by your quality score.
| | 02:33 | Now each time someone does a search on
Google the auction begins and everyone
| | 02:37 | who is bidding on that search
term gets their AdRank calculated.
| | 02:42 | Then Google just fills in the ad slots
in order of AdRank with the highest AdRank
| | 02:46 | getting the first position.
| | 02:49 | So let's look at this example.
| | 02:51 | Advertiser number 3 is bidding $4 per
click and they've got a quality score of six.
| | 02:57 | This gives them an AdRank of 24, which
puts advertiser number 3 up in the top spot.
| | 03:03 | That's right.
| | 03:04 | Here advertiser number 1 is bidding
twice as much and still they come in last
| | 03:09 | place in the auction,
because of their low quality score.
| | 03:12 | And it's even possible that since
their quality score is so low, Google won't
| | 03:17 | show their ad at all.
| | 03:18 | Remember, this is pay-per-click and
even though advertiser number 1 is willing
| | 03:23 | to pay eight dollars for that click,
Google knows that they won't get paid if
| | 03:27 | this ad is so bad that it
never does get that click.
| | 03:30 | Now here comes the tricky part. As an
advertiser you're not going to be charged
| | 03:36 | exactly what your max bid is.
| | 03:38 | That's just the highest price
that you would be willing to pay.
| | 03:41 | Once AdRank has been determined,
the Google auction will determine how much each
| | 03:46 | advertiser will actually
pay if their ad gets clicked.
| | 03:50 | The basic premise is that you will only
have to pay the minimum amount needed to
| | 03:55 | maintain your AdRank position.
| | 03:57 | So let's take this same example.
| | 04:00 | Advertiser number 3 is willing to pay $4,
but they really only need to achieve
| | 04:05 | an AdRank of 18 to stay in that top spot.
| | 04:09 | So what price would they have to
pay to keep their AdRank at 18?
| | 04:12 | Well, all you have to do is take the
AdRank of the advertiser in the position
| | 04:17 | below you and divide it by your quality score.
| | 04:21 | In this case, you take 18 you
divide it by 6 and you get $3.
| | 04:26 | So even though advertiser number 3 was
willing to pay $4, Google is only going to
| | 04:32 | charge them $3. Now let's figure out how
much advertiser number 2 is going to pay
| | 04:37 | if someone clicks their ad.
| | 04:39 | Well, we look at the AdRank below,
which is 16, and we divide it by advertiser
| | 04:44 | number 2's quality score, which is 3.
| | 04:47 | So if advertiser number 2's ad gets
clicked they're going to get charged $5.33.
| | 04:54 | This is below their maximum bid, but
it's more than the ad in the first position.
| | 04:58 | Do you see why it's so good to have
high quality scores? Let's keep going.
| | 05:03 | To figure out how much advertiser
number 4 is going to pay we take the AdRank
| | 05:08 | of the advertiser number 1, which is 8,
and divide it by the quality score of
| | 05:12 | advertiser number 4, which is also 8.
| | 05:15 | So if advertiser number 4's ad gets
clicked, they will only be charged $1, which
| | 05:20 | is a nice reward for having
such a high quality score.
| | 05:24 | Lastly, if advertiser 1 manages to
achieve Google's minimum quality score to be
| | 05:29 | included in the auction, they would
have to pay the minimum bid price for the
| | 05:33 | auction, which is set by Google.
| | 05:36 | Now let's take a look at what happens
when you increase your quality score.
| | 05:40 | In addition to affecting your overall
AdRank, it can also mean that you pay less.
| | 05:45 | What would happen if advertiser number 3
raised their quality score from a 6 to an 8?
| | 05:52 | Well, their ad rank would now be 32
instead of 24 and advertiser number 3 is
| | 05:58 | still in the top spot, but let's take
a look at how much they'd actually be
| | 06:01 | paying for a click now.
| | 06:03 | To calculate this all we have to
do is take a look at the AdRank of
| | 06:07 | advertiser number 2, which is still 18, and
divide it by our new quality score of 8 to get $2.25.
| | 06:15 | So now we're paying less than half of
advertiser number 2 and still beating them
| | 06:21 | out for the top spot.
| | 06:23 | Understanding the auction process gives
us a way to really understand how we can
| | 06:27 | optimize our ads to get the best
positions possible for the best price possible.
| | 06:33 | As you can see from our little example,
quality score has a very real effect on
| | 06:37 | the success of your campaigns and if
you understand how AdWords works, you can
| | 06:42 | get out ahead of your
competition for less than they're paying.
| | Collapse this transcript |
| Understanding Quality Score| 00:00 | As we saw in the auction video, the idea
of the quality score is that having ads
| | 00:05 | on the search results page that are
relevant and compelling is good for the user,
| | 00:09 | the advertiser, and ultimately for Google.
| | 00:12 | The quality score tries to measure
this and it's literally one half of the
| | 00:17 | equation that determines where
your ads will fit on the page.
| | 00:21 | As far as the exact formula that
determines your quality score, well, that's a
| | 00:25 | closely guarded secret.
| | 00:27 | But from what we can observe and from
what Google discloses we have a pretty
| | 00:31 | good idea of what we should be optimizing
and what we should be doing to avoid penalties.
| | 00:37 | When Google first implemented the ad
auction to determine per click prices and
| | 00:41 | AdRank, they determined if an ad was
relevant by whether or not it compelled
| | 00:46 | searchers to click on the ad and view the site.
| | 00:49 | The thinking here is fairly straightforward.
| | 00:51 | When faced with all the choices on the
search results page, if a searcher clicked
| | 00:56 | on the ad then they've
deemed the contents relevant.
| | 01:00 | By and large this idea of letting the
users vote on relevancy with their mouse
| | 01:05 | clicks is still prevalent and the
single biggest factor in quality score is
| | 01:09 | still the clickthrough rate.
| | 01:12 | One thing to note is that
clickthrough rates for ads showing on sites other
| | 01:16 | than Google are calculated separately.
| | 01:18 | When you're advertising on other sites
in the Google network, a clickthrough
| | 01:22 | rate will be tallied for each network
site and that score will be combined with
| | 01:27 | the Google.com clickthrough rate
to come up with your final score.
| | 01:31 | So clickthrough rate is the big one,
but quality can be measured by
| | 01:35 | other metrics as well.
| | 01:37 | And Google has spent an enormous
amount of effort developing algorithms to
| | 01:41 | determine which pages on the web are
relevant for which searches and they've
| | 01:45 | gotten pretty good at it.
| | 01:47 | Of the billions and billions of pages
out on the web, they need to determine
| | 01:51 | within a fraction of a second which
ones are the most relevant to your query
| | 01:56 | and their success in the organic search market
suggest that their technology works pretty well.
| | 02:02 | They can apply those same concepts to
determine if your ad is relevant to the
| | 02:07 | user's search and this helps prevent
advertisers from simply buying their way into
| | 02:12 | a search that isn't relevant to
their products or services, lessening the
| | 02:16 | quality of the search results and
the user's overall experience on Google.
| | 02:20 | In fact, if your quality score doesn't
meet a certain minimum threshold, your
| | 02:25 | ad will simply not be part of the auction,
no matter how much you're willing to pay.
| | 02:30 | In addition to clickthrough rate
and ad relevancy, Google also takes into
| | 02:34 | account the quality of the site
that is linked to from the ad.
| | 02:38 | Google knows that if their ads point
you to sites that cause you to have a poor
| | 02:43 | user experience, you'll stop clicking on them.
| | 02:46 | Eventually, you might even stop coming
back to Google and that's a bad thing.
| | 02:50 | Kind of like when you stop taking the
restaurant advice from that friend that
| | 02:55 | keeps recommending bad places to eat.
| | 02:58 | So make sure that the theme and the
copy on your landing pages are relevant to
| | 03:03 | the ad and to the
keywords that you're bidding on.
| | 03:06 | Make sure your page is quick to load and
gives the user plenty of options to get
| | 03:10 | to the products and services
that you offer them in your ad.
| | 03:13 | Make sure to give them clear menus and
navigation so that they can traverse your
| | 03:18 | site and learn whatever
they need to know about you.
| | 03:22 | Generally speaking, quality score is tied to
the keyword, not to the campaign or the ad group.
| | 03:28 | Now every keyword in your account has a
quality score that affects where your ad
| | 03:33 | will show on the page, how much you pay,
and whether or not your ad qualifies
| | 03:37 | for ad extensions or a position in
the top ad slot over the organic results.
| | 03:43 | Even if you move that keyword around
from one campaign to the other, as long as
| | 03:48 | it's still in your account it
maintains that quality score history.
| | 03:52 | Now it's worth mentioning that there
is also an overall account level quality score,
| | 03:56 | although this is not reported
and it doesn't have as much impact.
| | 04:00 | Generally speaking, if you take care of
your keyword level quality score issues,
| | 04:04 | this won't be something that
you ever need to actively address.
| | 04:09 | Another thing to consider is that if
you're using display ad placements,
| | 04:13 | then there really isn't such a thing as
a keyword-based clickthrough rate.
| | 04:16 | So for display ads the quality score is
based on the clickthrough rate of the
| | 04:21 | ad itself as well as your landing page.
| | 04:24 | So here we've taken a look at what
makes up the quality score and why it's
| | 04:28 | important to your campaigns.
| | 04:30 | In the videos later in this chapter
we'll look at how to identify issues with
| | 04:35 | the quality score and how you
can address and improve them.
| | Collapse this transcript |
| Identifying Quality Score issues| 00:00 | So, we've seen just how important
quality score can be and how a bad
| | 00:04 | quality score can have a
disastrous effect on your campaigns.
| | 00:08 | In this video, we will take a look at how to
identify some typical quality score issues.
| | 00:13 | Not too long ago, Google didn't tell us much.
| | 00:16 | We had to go digging for clues from all
kinds of places just to try to determine
| | 00:20 | if we even had quality score issues.
| | 00:22 | But recently Google has been much more
forthcoming about allowing advertisers to
| | 00:27 | see the score for each keyword's
quality score so that you can understand how
| | 00:31 | this is affecting your account.
| | 00:33 | The easiest way to see your keyword's
quality scores is to log into your account
| | 00:37 | and click on the Keywords tab.
| | 00:40 | Click on the Columns
dropdown and click Customize columns.
| | 00:44 | Then make sure the check box
next to Quality score is checked.
| | 00:49 | Now, you can see a Quality score column on
a 0 to 10 scale for each of your keywords.
| | 00:54 | One quick way to find your problem
keywords is to click on the Quality score
| | 00:58 | column heading to sort by quality score.
| | 01:01 | Now, we're looking at all of our worst
quality scores and these are the ones
| | 01:06 | that present us with some unique
opportunities for improvement, which is a nice
| | 01:09 | way of saying we better work on these!
| | 01:12 | If you have a lot of keywords in
your account, you may need to apply some
| | 01:16 | filters to make these easier to work with.
| | 01:18 | For example, you may want to
include a filter where the status is only
| | 01:23 | the problematic areas.
| | 01:24 | Things like low quality scores or low
search volumes or disapproved keywords or
| | 01:29 | those that are paused or deleted.
| | 01:32 | So, now we have a list of all of our
problematic keywords, the ones with the
| | 01:37 | worst quality scores, and we can
start to dig a little further.
| | 01:40 | If you click on the bubble icon in
the status column, you'll see a pop-up
| | 01:44 | window that gives individual ratings
to some of the important components of
| | 01:48 | quality score and can help you isolate where
you should focus your efforts to fix the problem.
| | 01:54 | First, you'll see if your ads are
showing for this keyword and then you'll
| | 01:58 | see if you have problems with
keyword relevance, landing page quality, or
| | 02:02 | landing page load time.
| | 02:04 | Here, it's telling us that our ads are
not showing on this keyword bid, because
| | 02:08 | we have a low AdRank.
| | 02:10 | This tells us we have a problem with our
quality score, which is just a 3 out of 10.
| | 02:15 | We can see here that our landing page
doesn't have any problems with quality or
| | 02:19 | load time, but that our keyword relevance to
this account is very poor. And that makes sense.
| | 02:24 | If this is a garlic olive oil account
pointing to a garlic olive oil landing page,
| | 02:29 | a lemon olive oil keyword
isn't going to be very relevant.
| | 02:33 | Now, one thing I'll tell you is that
while sometimes this can certainly point
| | 02:37 | you in the right direction,
other times this can be a little vague.
| | 02:42 | Sometimes, you'll see a quality score
of a 4 or 5 where this little popup says
| | 02:46 | that everything is okay.
| | 02:48 | In those cases, you'll need to use
your own knowledge to figure out where
| | 02:52 | to focus your resources on improvement and
we'll talk all about that in a later video.
| | 02:57 | Now, you have a technique for
identifying the keywords in your campaigns that
| | 03:01 | have quality score issues.
| | 03:03 | The next step is to start addressing those
issues and optimizing your quality scores.
| | Collapse this transcript |
| Addressing Quality Score issues| 00:01 | In previous videos in this chapter,
we looked at what quality score is,
| | 00:05 | the factors that go into how it's
calculated and how it can affect your account,
| | 00:09 | for better or for worse.
| | 00:11 | We've also seen some ways to identify
issues and now we are going to take a look
| | 00:15 | at how you can resolve any
qualities score issues that you might have.
| | 00:19 | Clickthrough rate is still the
biggest component of quality score and if you
| | 00:23 | have one place you should focus your
attention, you should focus it here.
| | 00:28 | Anything you can do to improve your
clickthrough rate is likely to have an
| | 00:32 | immediate impact on your quality score.
| | 00:35 | When a client is having clickthrough
rate or quality score issues, typically
| | 00:39 | the account has too few ad groups and
too many keywords in a given ad group.
| | 00:44 | This means that themes are not tight
enough and the relevance will suffer.
| | 00:48 | In accounts like these, it's nearly
impossible to write ad copy that's specific
| | 00:53 | enough to the user's query
to actually draw the click.
| | 00:57 | When you write generic ad copy to try
to cover all the various keywords in your
| | 01:01 | account, you end up with poor
performance and low clickthrough rates and
| | 01:05 | relevance scores, which lead
to low overall quality scores.
| | 01:10 | So, this is yet another reason to
spend time structuring your campaigns,
| | 01:14 | ad groups, and keywords around tightly knit themes.
| | 01:18 | For more information on how to do this,
take a look at the video on creating ad
| | 01:23 | groups from keyword search.
| | 01:26 | Keyword research is really the
fundamental building block of relevance.
| | 01:30 | Whatever you can do to increase the
relevancy of your ads to your keywords
| | 01:34 | is going to help increase the relevance
scores and ultimately your clickthrough rates.
| | 01:39 | For example, shoes is not a very good
keyword if you only sell high-end designer shoes.
| | 01:46 | Get specific.
| | 01:47 | You should have ad groups around
designer boots and luxurious loafers.
| | 01:51 | This level of detail make sure that
when users type in those specific search
| | 01:56 | queries, your ads and keywords are
the ones that are the most relevant.
| | 02:01 | Put yourself in the user's place.
| | 02:02 | If you just did a search for designer
boots and you saw one ad that was talking
| | 02:06 | about shoes for sale and another
talking about designer boots for sale, which
| | 02:11 | one would you click?
| | 02:13 | Once you do click, the landing page
you arrive on is extremely important.
| | 02:18 | Google's web crawling spiders will
visit your landing page and determine if it
| | 02:23 | meets the quality guidelines.
| | 02:25 | The landing page quality score
calculation is not published entirely, but we
| | 02:29 | have a pretty good idea of what's generally
considered by Google to be a good landing page.
| | 02:35 | First, is your landing page
relevant to your keywords in your ad?
| | 02:39 | Relevance is king at Google and if
you want to get a good score, it pays to
| | 02:43 | make your text as relevant and specific to
the keywords and ad copy as you possibly can.
| | 02:50 | Let's go back to the olive oil example
that we've been using throughout this course.
| | 02:55 | If I'm bidding on a keyword of olive
oil lotion, I should be sending users to a
| | 03:00 | page all about olive oil
lotion and olive oil skin care.
| | 03:04 | If I just sent them to my homepage or
worse if I send them to my olive oil for
| | 03:08 | cooking page, it wouldn't be
a very relevant landing page.
| | 03:14 | And remember, Google likes original content.
| | 03:17 | They have ways of determining if your
content is original or if you took it from
| | 03:21 | another source on the web.
| | 03:23 | If there is a question about its
originality, your quality score might suffer.
| | 03:27 | If you are an affiliate or a reseller
then you want to pay extra close attention
| | 03:31 | to this, and remember that Google won't
show multiple ads linking to identical
| | 03:36 | or highly similar pages at the same time.
| | 03:39 | Another thing that Google believes makes a
high-quality landing page is good navigation.
| | 03:45 | A while back, sites that featured really
long form sales-letter style pages with
| | 03:50 | no links to anything other than "give me
your money" buttons got hit with a huge
| | 03:54 | quality score penalty.
| | 03:56 | These are called squeeze pages and one
of the characteristics of these kinds of
| | 04:00 | sites was the inability for a visitor
to browse for information on the company
| | 04:05 | or really do anything other than
input their information and purchase.
| | 04:09 | Google prefers that landing pages offer
direct and visible links to your contact
| | 04:14 | and about us pages, privacy policy,
site maps, and things like that.
| | 04:19 | If you have no navigation links at
all, that's a big red flag and you're
| | 04:24 | going to need to work on your landing pages
to make them as easy to navigate as possible.
| | 04:29 | Another factor that determines a
good landing page is load time.
| | 04:34 | Google has only recently been
emphasizing this as a factor in quality score and
| | 04:38 | they believe that quick loading pages lead
to better user experiences. Frankly, I agree.
| | 04:44 | The good news is these are the kinds of
problems that can virtually always be fixed.
| | 04:50 | There are lots and lots of things that
you can do to keep your pages loading
| | 04:54 | quickly and Google even offers some
tools that provide suggestions on how you
| | 04:58 | can speed up your pages.
| | 05:00 | Check out pagespeed.googlelabs.com or head
over to your Google Webmaster Tools account.
| | 05:07 | Next, please do the world a
favor and avoid popups and popunders.
| | 05:12 | These have an overwhelmingly negative
effect on user experience and Google
| | 05:16 | pretty much hates them as
much as the general public.
| | 05:19 | Enough said on that one.
| | 05:21 | Generally speaking, Google expects you
to be transparent about what your site
| | 05:25 | will do with the information that you
collect and what you will do to earn and
| | 05:29 | keep the trust of the
visitors that they send your way.
| | 05:33 | Specifically, they expect you to be
upfront about three things: the nature of
| | 05:38 | your business, how your site interacts
with the user's computer, and how you
| | 05:42 | intend to use any personal
information that you collect during their visit.
| | 05:47 | These are obviously subjective issues
and it's not entirely clear how and to
| | 05:51 | what extent they are enforced, but
things like good privacy policies and terms
| | 05:55 | and conditions pages can go a long way.
| | 05:58 | If you have specific concerns about
these items, head over to the AdWords Help Center
| | 06:03 | where you can find more information.
| | 06:06 | Now, for those of you who are
affiliates linking to or reselling others'
| | 06:10 | products, there are a whole host of
very specific rules about what you can and
| | 06:15 | can't do when advertising on AdWords.
| | 06:18 | Rather than get into the specifics here,
I'll simply suggest that if you are in
| | 06:22 | this situation, head over to the
AdWords Help Center and read the article
| | 06:25 | entitled "Landing page
and site quality guidelines."
| | 06:30 | One thing that's important to note about
quality score is that it does keep a history.
| | 06:35 | That means that if you're having
problems when you make changes, you might not
| | 06:38 | see improvements right away.
| | 06:40 | In fact, even though your historical
mistakes do fade over time and give way to
| | 06:45 | your more recent fixes, your past will
still weigh you down and this is why it's
| | 06:50 | so important to get off
to a good start early on.
| | 06:53 | Clickthrough rates and quality score
will affect how your ad performs and what
| | 06:58 | you pay almost immediately and
it will have lasting effects.
| | 07:02 | If you are in a situation where
your account has a long history of bad
| | 07:06 | quality scores, you may even weigh the pros
and cons of starting over with a clean slate.
| | 07:12 | Overall, quality score is important and
there are lots of things that you can do
| | 07:17 | to improve it, but generally speaking
if you do your keyword research, you have
| | 07:22 | relevant keywords displaying relevant
ads that lead to properly designed and
| | 07:26 | relevant landing pages, you'll be in good shape.
| | Collapse this transcript |
|
|
10. Using the Google Display NetworkLearning about the Google Display Network (GDN)| 00:00 | Most marketers are familiar with the
text ads that run beside Google search
| | 00:04 | results and while that's one
avenue the AdWords platform provides for
| | 00:08 | advertisers, it's certainly not the only one.
| | 00:11 | As an AdWords advertiser, you also have
access to a broad network of advertising
| | 00:16 | inventory on the Google partner sites
that make up what's known as the Google
| | 00:21 | Display Network or the GDN.
| | 00:24 | Currently, Google properties like Maps
and Finance and Gmail are all part of
| | 00:29 | the Display Network, along with over a
million other web sites, including many
| | 00:34 | pretty good-sized websites
that you probably recognize.
| | 00:37 | So why advertise on the Display Network?
| | 00:40 | While Google is far and away
the market leader in web search,
| | 00:44 | Internet users actually spend very
little of their time on a google.com search.
| | 00:49 | They go, they type in a word, they
click a link, and they are out of there.
| | 00:54 | If you think about it from Google's
perspective, they've done a great job if
| | 00:58 | they managed to get you off their
web site as quickly as possible and on to
| | 01:03 | whatever you were looking for.
| | 01:05 | Using the Display Network allows you to
get your message exposed to users while
| | 01:10 | they are browsing the very
content that they used Google to find.
| | 01:14 | And given the breadth of web
properties that are a part of this network, you
| | 01:18 | can use the Google Display Network to vastly
increase the reach of your AdWords campaigns.
| | 01:24 | Okay! So if AdWords is a system of bidding
on keyword searches, then if you want to
| | 01:30 | advertise on a website and not just a
search results page, then how does Google
| | 01:34 | target your ads across
this vast network of sites?
| | 01:38 | Well, there are two ways.
| | 01:40 | First, Google uses your campaign's
keywords to match your ads to web sites that
| | 01:46 | has similar content as the
collection of keywords in your ad group.
| | 01:50 | For example, if you sell digital
cameras, you probably have keywords like
| | 01:55 | digital camera and small digital
camera and lightweight digital camera and
| | 02:00 | digital camera accessories.
| | 02:02 | Google configure out pretty quickly
that your ad group is all about digital
| | 02:06 | cameras and your ads might be
displayed on web sites containing digital camera
| | 02:11 | reviews or camera blogs
or other camera web sites.
| | 02:14 | This is known as contextual targeting
and most advertisers tend to use this
| | 02:19 | option when they're getting
started with the Display Network.
| | 02:24 | The other way that you can get your ads
to show up on web sites that are part of
| | 02:27 | the GDN is that you can
manually bid on specific web sites.
| | 02:32 | These bids are known as managed
placements in the Google AdWords lingo.
| | 02:36 | And just like you can tell Google what
keywords you want your ads to show up for
| | 02:41 | with search-based ads, you can tell
Google what web sites you want your ads to
| | 02:45 | show up on in the Display Network.
| | 02:49 | This is a great option if you
already know which web sites you'd like to
| | 02:52 | target with your ads.
| | 02:54 | And if you want to explore some options,
there are some great tools like Google
| | 02:58 | Ad Planner to help you research
which sites could work well for you.
| | 03:03 | Whichever targeting option you choose,
you'll be able to select from many
| | 03:07 | different ad formats.
| | 03:08 | While Google only allows text
advertisements next to its search results,
| | 03:13 | you can play with image, video, and rich
media ads when you're advertising on the
| | 03:17 | Google Display Network.
| | 03:19 | You can use text ads here too, but more
visual ad formats like these tend to be
| | 03:24 | more effective for branding campaigns.
| | 03:26 | In fact, generally speaking, if
branding is one of your advertising goals,
| | 03:31 | the Display Network will likely be an
important part of your AdWords strategy.
| | 03:36 | So now you understand a little more
about the Google Display Network and what it
| | 03:40 | might do for you. By extending the
reach of your AdWords campaigns and allowing
| | 03:45 | you text and image or video formats,
this can be a great way to accomplish your
| | 03:50 | advertising goals,
especially if they include branding.
| | Collapse this transcript |
| Evaluating your performance on the GDN| 00:00 | The Google Display Network gives AdWords
advertisers the ability to easily scale
| | 00:04 | the reach of their campaigns to an
impressive inventory of over a million
| | 00:08 | websites around the globe.
| | 00:10 | But this is a two-way street.
| | 00:12 | With that much inventory in the network,
if you don't know how to evaluate your
| | 00:16 | performance on the Display Network,
you could end up with some very high costs
| | 00:20 | and very little return on your investment.
| | 00:23 | We've come to expect
measurability from search marketing.
| | 00:26 | It's one of the reasons that search has
become such a big advertising medium
| | 00:29 | in the first place.
| | 00:30 | So there's no reason not to expect the
same measurability from our campaigns on
| | 00:34 | the Display Network.
| | 00:36 | One thing to know about measuring
performance on the Display Network is that you
| | 00:40 | shouldn't use your search campaign's
performance as a comparison and this is
| | 00:44 | because the Display Network is
a completely different animal.
| | 00:47 | When you run a traditional search
campaign on Google, you are advertising to
| | 00:51 | people who are actively seeking
out your products and services.
| | 00:56 | For example, if we are selling olive
oil on the Search Network we can make
| | 00:58 | sure that our ads will only be shown to people
who are actively doing searches on olive oil.
| | 01:04 | On the Display Network that's not the case.
| | 01:06 | Here your ads are displayed to users
based on the websites that they visit, not
| | 01:10 | the keywords that they type in.
| | 01:12 | In the example of olive oil when it
comes to the Display Network your ads could
| | 01:17 | be shown to people who were reading
reviews are browsing your competitor's
| | 01:20 | websites or looking for recipes
or any number of other things.
| | 01:24 | They don't have to be
actively looking for olive oil.
| | 01:27 | The only requirement is that the user
is browsing olive oil related content.
| | 01:31 | Now the first thing we need to do is
understand what our underlying business
| | 01:35 | objectives are before we
evaluate a campaign's performance.
| | 01:39 | If you have pure branding or
positioning goals and you are using the Display
| | 01:43 | Network as part of a larger brand
awareness campaign for example, you would
| | 01:47 | certainly want to use
traditional measures of success.
| | 01:50 | Things like before and after research
on aided and unaided brand recall or brand
| | 01:55 | recognition and association studies.
| | 01:57 | We might also use metrics like raw
impressions or the number and types of
| | 02:01 | web sites that have shown our ads to
help us establish whether or not our
| | 02:04 | campaigns were successful.
| | 02:06 | But if we have direct response goals,
meaning we are looking for people to click
| | 02:11 | on our ads, go to our web sites, and
convert on our goals, then we'll have to
| | 02:15 | treat the Display Network a little differently.
| | 02:17 | Because of the fundamental difference
between display and search advertising,
| | 02:21 | we can't expect to see similar
performance when it comes to metrics like click
| | 02:25 | through rate, which is just the number
of clicks you get divided by the number
| | 02:29 | of times your ad is shown.
| | 02:31 | Every campaign and every advertiser is
different, and there's really no such
| | 02:35 | thing as a good "clickthrough" rate.
| | 02:38 | But I can tell you that it's not at
all uncommon to see Search Network click
| | 02:42 | through rate that are 10 times higher
than Display Network clickthrough rates
| | 02:46 | and its also often the case that both
of these would be considered successful,
| | 02:50 | and this makes sense.
| | 02:51 | When users are passively browsing
content, it's easy to accrue a lot of
| | 02:55 | impressions without getting nearly
as many clicks. Still we can use click
| | 03:00 | through rate to see which versions
of our creative resonate best with our
| | 03:03 | audience by running ad split tests,
which we'd cover in a different video.
| | 03:07 | So in addition to click
through rate what else can we use?
| | 03:10 | Well, as always it's best to use
conversion data to determine whether or not a
| | 03:15 | given campaign is putting
money in your pocket profitably.
| | 03:18 | Using metrics like conversion rate and
cost per conversion, you can calculate
| | 03:23 | your ROI in the same way you
would a search network campaign.
| | 03:27 | Remember, it's virtually unheard
of to have a clickthrough rate in the
| | 03:30 | display campaign that's as high
as a traditional search campaign.
| | 03:34 | That doesn't mean that you can't get
your cost per conversion right where you
| | 03:38 | need it for your display advertising.
| | 03:40 | One more metric that can be helpful,
especially with the Display Network, is the
| | 03:44 | view through conversion.
| | 03:46 | What this means is that a conversion
occurred within 30 days of someone having
| | 03:51 | seen your ad, but they did not click on that ad.
| | 03:54 | You can think of this as kind of
like an assist in the basketball world.
| | 03:58 | If the three-point shot is the
conversion, the view through conversion is the
| | 04:02 | one that pass the shooter the ball.
| | 04:04 | There are certainly arguments out
there as to how true this is, especially
| | 04:07 | since it's very possible that someone
loaded a page with your ad on it and
| | 04:11 | never even looked at your ad.
| | 04:13 | But no matter what side of the fence
you sit on, I'd argue that it's better to
| | 04:16 | have the data and choose how you want
to use it rather than not have it at all.
| | 04:21 | When we evaluate our performance on the
Display Network, we have to remember that
| | 04:25 | it's a very different type of
advertising than our Search Networks provide.
| | 04:29 | Because of that we can't necessarily
use the same metrics we might use to
| | 04:33 | evaluate search performance.
| | 04:36 | But by focusing on our business
objectives and the appropriate metrics we will
| | 04:40 | be able to determine whether or
not Display Network campaigns are
| | 04:43 | accomplishing our goals.
| | Collapse this transcript |
| Creating a placement-targeted campaign| 00:00 | Given a vast scope and all the
different web sites and pages that are part of
| | 00:04 | the Google Display Network, it can be
very important to retain control over
| | 00:08 | where your ads are showing, and placement
targeting is a great way to maintain that control.
| | 00:14 | Just like you can bid on specific
keywords when you set up a search campaign,
| | 00:19 | on the Display Network you can
bid on specific placements.
| | 00:23 | Let's take a look at how to set
up a placement targeted campaign.
| | 00:27 | On the Campaigns tab of your AdWords
account click on the New Campaign button.
| | 00:32 | Next open the Campaign Type dropdown
box and choose Display Network only.
| | 00:38 | Now remember this is a placement
targeted campaign and it can only run on
| | 00:43 | the Display Network.
| | 00:44 | Next you'll need to name your campaign
and choose the locations and languages
| | 00:49 | that you want to target.
| | 00:50 | Google offers you some commonly used
settings, and other videos in this course
| | 00:54 | go into the detail of these settings.
| | 00:56 | So for now let's just leave them as they are.
| | 00:59 | We've already set the
campaign to Display Network only.
| | 01:02 | So now we just have to choose which
kinds of devices you'd like to target and then
| | 01:06 | move on to the Bidding and Budget section.
| | 01:09 | Unlike a search campaign on Google,
you'll have the option to use Cost Per
| | 01:14 | Impression or CPM bidding when you
run a placement targeted campaign, which
| | 01:18 | means that you'll be charged for
every thousand impressions of your ads
| | 01:21 | regardless of whether or not they're clicked on.
| | 01:23 | Of course, you can still use Cost Per
Click bidding but if you want to use CPM
| | 01:29 | bidding, simply choose that
option from the Advanced Options list.
| | 01:33 | CPM bidding is often a good option for
brand awareness campaigns where you're
| | 01:37 | more interested in eyeballs
than in clicks and conversions.
| | 01:41 | Whichever bidding method you choose,
you'll also need to set a Campaign Daily Budget.
| | 01:45 | This is just a cap on how much your
campaign will be able to spend over the
| | 01:49 | course of a given day.
| | 01:51 | Once you've chosen your daily budget,
you're ready to move on to the next step.
| | 01:56 | Keep in mind that there are a variety
of advanced options that you can explore
| | 01:59 | before continuing and we'll
talk about those in other videos.
| | 02:03 | For now, we'll just click on the
Save and Continue button and move on to
| | 02:06 | creating our first ad group for this campaign.
| | 02:09 | Here you'll want to name the ad group
and then create at least one ad.
| | 02:13 | On the Display Network you can use
image and video ads as well as text ads and
| | 02:18 | these can help generate
more attention from users.
| | 02:22 | It's time to move on to choosing our placements.
| | 02:25 | Placements are really just web sites
and when we say we're going to target a
| | 02:28 | placement, what we mean is that we're
going to be bidding to get our ads to show
| | 02:32 | up on a specific web site.
| | 02:35 | Scroll down past the Keywords section and
you'll see the option to Select manage placements.
| | 02:41 | If you already know which placements
you like to target for your campaign,
| | 02:45 | it's easy to enter them at this point.
| | 02:48 | But if you're like most advertisers,
you'll be looking for some suggestions and
| | 02:52 | if that's a case for you, Google has a
placement tool available right here and
| | 02:57 | you can either search for a word or a
phrase or search for a specific web site.
| | 03:02 | The placement tool will then return
websites in the Display Network that
| | 03:05 | are relevant to you.
| | 03:08 | So here we can see that the placement
tool has returned lots of results that
| | 03:11 | have to do with cooking and
recipes, which make sense.
| | 03:14 | All relevant to garlic olive oil.
| | 03:17 | If we wanted to add a placement, all we
have to do is click on the Add button.
| | 03:22 | You can also see which ad formats
this particular placement accepts.
| | 03:25 | Here we can see both text
and image ads are accepted.
| | 03:29 | We can also see an approximate
number of impressions per day that this
| | 03:32 | particular web site has, and if we're
not sure what's on the other side of that
| | 03:37 | web site, we can just click on it and we
can see where our ads might show up if
| | 03:41 | we select this placement.
| | 03:42 | Here we can see a banner ad up at
the top and that one could be ours if we
| | 03:47 | decide to use this placement.
| | 03:50 | It's worth noting that you can also
use more robust tools like Google's Ad
| | 03:54 | Planner to identify potential placements.
| | 03:57 | Ad Planner isn't an AdWords feature
but rather a standalone tool that you can
| | 04:01 | access at www.google.com/adplanner.
| | 04:06 | While it's not in the scope of this
course, I definitely recommend that you take
| | 04:10 | a look at this for some great insight
into the web sites that you might want to
| | 04:14 | try to advertise on.
| | 04:15 | Once you've got your placements
added to the campaign you're almost ready
| | 04:19 | to start the campaign.
| | 04:21 | The last thing you need to do
is set a managed placements bid.
| | 04:25 | This is the maximum amount that you're
willing to pay for either a click or for
| | 04:29 | 1000 impressions, depending upon whether
or not you've chosen CPC or CPM bidding.
| | 04:36 | Once you've set this bid you're
ready to save and activate the campaign,
| | 04:40 | and then you should start to see
performance data in your AdWords account
| | 04:43 | within about three hours.
| | 04:45 | If you're looking to expand beyond just
search advertising, placement targeting
| | 04:50 | is a great way to access the vast reach
of the Display Network while maintaining
| | 04:54 | control over where your ads are shown.
| | 04:57 | Once you've done the hard part of
identifying the sites that you want to target
| | 05:01 | your ads to, setting up a campaign
like this takes only a few minutes.
| | 05:05 | So it's easy to get started.
| | Collapse this transcript |
| Understanding CPM bidding| 00:00 | If you've already gotten your feet wet
with AdWords, you're probably familiar
| | 00:04 | with Cost-per-Click or CPC bidding.
| | 00:06 | With CPC bidding, you tell Google
system how much you're willing to pay for an
| | 00:11 | ad click and Google auctions the ad
space beside its search results accordingly.
| | 00:16 | While CPC bidding is the only option for
running ads on the Search Network, when
| | 00:21 | you run ads on the Display Network
you also have the option to use cost per
| | 00:25 | thousand impression or CPM bidding.
| | 00:28 | Let's take a look at how CPM bidding
works, when to use it, and how CPM ads
| | 00:34 | compete with the more traditional CPC ads.
| | 00:37 | Sometimes the goal of an ad campaign isn't
necessarily to bring traffic to your web site.
| | 00:42 | It's just to get in front of
as many eyeballs as possible.
| | 00:46 | There are lots of names
for these kinds of campaigns.
| | 00:49 | Branding, awareness, things like that.
| | 00:51 | And if your goal is to simply generate
awareness through an ad campaign, then
| | 00:55 | bidding for clicks
doesn't necessarily make sense.
| | 00:59 | In this case CPM bidding might be more
effective for controlling costs and exposure.
| | 01:05 | Okay, so let's examine the
differences between CPC and CPM bidding.
| | 01:10 | First, when you use CPM bidding, you're
actually bidding for an entire ad block
| | 01:15 | on the publisher's web site.
| | 01:17 | In other words, while the typical ad
block could accommodate say four CPC-based ads,
| | 01:22 | CPM ads function on
an all or nothing basis.
| | 01:27 | Because of this, your CPM bid has to
be high enough to exceed the CPC bids of
| | 01:32 | all four of those CPC ads combined.
| | 01:36 | A side effect of this system is that
while you get the entire ad block to
| | 01:40 | yourself, your CPM bid will typically
need to be higher than what you might be
| | 01:44 | used to with CPC bidding.
| | 01:46 | But remember this isn't really a fair
comparison, since you're bidding for a
| | 01:50 | thousand impressions here and not one click.
| | 01:53 | So how exactly do CPC ads compete with CPM ads?
| | 01:57 | Well, Google is trying to show the ads that
are ultimately going to make them the most money.
| | 02:02 | To do this, they need to figure out
which ads are the most profitable to them
| | 02:07 | regardless of whether they're CPC or CPM.
| | 02:10 | By using a metric called eCPM or
Expected CPM Google can take CPC bids and CPM
| | 02:18 | bids and compare them to each other.
| | 02:20 | Note this is very different than the
Effective CPM metric that you might be used
| | 02:24 | to if you're an AdSense publisher.
| | 02:27 | Basically, Google is taking the product
of a CPC bid and clickthrough rate in
| | 02:32 | order to calculate what the CPC bid
would be if it was a CPM bid instead.
| | 02:37 | So let's go back to our example of
the ad block with four spaces for ads.
| | 02:41 | Let's keep it simple here and say that
the eCPM of each of those CPC text ads is $1.
| | 02:48 | Now, the CPM bid for that image ad
to take over the ad block and win the
| | 02:52 | auction would have to be $4.01, just
higher than the sum of the four text ads.
| | 02:59 | If the CPM ad can't beat out the group
of CPC ads, the top four CPC ads will
| | 03:05 | split the ad block amongst themselves.
| | 03:08 | CPM bidding can be a very good fit if
you're running a campaign with branding
| | 03:12 | or awareness goals, because it lets you pay
for impressions rather than individual clicks.
| | 03:18 | But if you decide to run a CPM campaign,
remember that you're actually bidding
| | 03:22 | for entire ad blocks rather than
just one space inside the ad block, and
| | 03:27 | remember that these bids are different.
| | 03:29 | In order to win the auction you'll
actually have to have a higher bid than the
| | 03:33 | next several CPC ads combined.
| | Collapse this transcript |
| Using the Site and Category Exclusion feature| 00:00 | As we've talked about before, one of
the biggest reasons to use the Google
| | 00:04 | Display Network is the vast reach of
the network itself, but this can also be
| | 00:09 | one of its biggest disadvantages.
| | 00:11 | Using the Display Network you can
expand your ad campaign far beyond
| | 00:15 | Google search results and reach
potential customers across the network of
| | 00:18 | over a million web sites.
| | 00:20 | But with that kind of reach comes the
possibility for your ads to show up on
| | 00:24 | websites that are either irrelevant
to your products or services, not very
| | 00:28 | likely to perform for your
advertising objectives, or just plain not
| | 00:32 | appropriate for your brand.
| | 00:34 | To ensure that you can keep your ads
relevant and only show in places that
| | 00:38 | you approve of, you can use the Site
Exclusion and Category Exclusion tool.
| | 00:43 | First, let's talk about site exclusion.
| | 00:46 | Once you've been running a campaign in
the Display Network for a while, you can
| | 00:50 | run a Placement Performance Report to
see performance stats for all of the
| | 00:54 | web sites or placements
where Google displayed your ads.
| | 00:58 | Chances are you'll find some
placements that are working well along with some
| | 01:02 | placements that aren't.
| | 01:03 | To save your budget for the sites that
work best for you, it's a good idea to
| | 01:08 | exclude low performing placements.
| | 01:10 | To start, you'll need to run
that Placement Performance Report.
| | 01:14 | Just click on the name of a campaign
that's running on the Display Network and
| | 01:17 | then find the Networks tab.
| | 01:19 | Once that loads up, click on Show Details.
| | 01:22 | You'll now be able to see the clicks,
impressions, and conversions for all of
| | 01:27 | the sites where your ads are running.
| | 01:28 | You can sort by cost or impressions, and then
look for sites that have very few conversions.
| | 01:33 | When you find some, check the box
next to them, and simply click on the
| | 01:37 | Exclude Placements button.
| | 01:40 | You can select whether or not you
like to exclude this placement for the
| | 01:43 | campaign or the ad group and then just save it.
| | 01:46 | From now on Google won't display your ads on
these domains, in this case on youtube.com.
| | 01:53 | This is a quick easy way to ensure
that you spend your budget only on the
| | 01:57 | websites that are working best for you.
| | 01:59 | For many advertisers, excluding
web sites on a one-by-one basis isn't enough,
| | 02:04 | and that's because there may be entire
categories of content that just aren't a
| | 02:08 | good fit for your ads.
| | 02:09 | Of course, risque or adult content
is a good example, but other categories
| | 02:14 | can be risky as well.
| | 02:15 | For example, news and current events can
lead to some tragically bad ad placements.
| | 02:21 | Let's say you're trying to promote your
olive oil and you're targeting your ads
| | 02:24 | to relevant web sites.
| | 02:26 | You set up a campaign to show your ads
next to the pages that are all about food
| | 02:30 | and cooking in hopes of getting in front
of people reading restaurant reviews or
| | 02:34 | searching for recipes and things like that.
| | 02:36 | But there are lots of web sites in the
Display Network and many of them contain
| | 02:40 | news and current events.
| | 02:41 | So what happens when your ad for olive
oil shows up right next to an article
| | 02:46 | that's talking about the local food
poisoning outbreak that they just traced
| | 02:49 | back to olive oil? Or worse, an
article about a new study that just came out
| | 02:54 | linking olive oil to some horrible disease?
| | 02:57 | This is probably not where you want to be
prominently displaying your name and your brand.
| | 03:02 | We see these kinds of examples
in lots of different industries.
| | 03:05 | There are ad campaigns that you set up
promoting your car dealership and they
| | 03:09 | end up getting thousands of impressions next
to a story about a car accident or a recall.
| | 03:14 | Your ad campaign for a tropical
resort might get plastered next to articles
| | 03:18 | about violence and political unrest
or hurricanes and natural disasters.
| | 03:23 | The list goes on and on.
| | 03:24 | The point here isn't to scare you out
of using the Display Network, but if
| | 03:29 | you're going to start using it to
broaden your reach, you'll want to do it as
| | 03:32 | intelligently as possible.
| | 03:34 | Using site and category exclusions
is a great way to make sure that you
| | 03:37 | don't display your ads next to
irrelevant, upsetting, or potentially
| | 03:41 | inappropriate content.
| | 03:43 | To get to this tool, just head to the
Reporting and Tools tab and select More Tools.
| | 03:48 | From this list, just select the
Site and Category Exclusions tool.
| | 03:54 | Go ahead and select the campaign and
then you'll see a few different tabs of
| | 03:58 | different kinds of exclusions.
| | 04:00 | The first one is just the general site
exclusion that we've talked about in other videos.
| | 04:04 | The next one is called Topics, and it
includes some categories that you'll
| | 04:08 | likely want to exclude, things like
crime or death or international conflicts.
| | 04:13 | The next set is called Edgy content
and this can mean anything from profane
| | 04:18 | language to other
potentially offensive material.
| | 04:21 | Before you exclude categories though,
you'll be able to see the performance
| | 04:25 | stats for each category.
| | 04:27 | Take a look at the stats before making
any decisions, but you'll likely find
| | 04:30 | some categories here that you'd like to
exclude regardless of their performance.
| | 04:34 | To do this, just check the box next to the
topics you'd like to exclude and save your changes.
| | 04:40 | The next tab is labeled Media Types
and basically just gives you a way of
| | 04:44 | excluding your ads from
showing with online video content.
| | 04:48 | Next, you can exclude certain types of pages.
| | 04:52 | This includes things like error pages
or those pages you get to when someone is
| | 04:56 | squatting on a domain name.
| | 04:58 | You can also choose to not show your ads
on things like social networks or forums.
| | 05:03 | Often when visitors are engaged in this
kind of content, it's very difficult to
| | 05:08 | get them to click away from it to your site.
| | 05:10 | On the other hand, if you're looking
for lots of relevant eyeballs, you might
| | 05:14 | want to make sure that you're
including these kinds of sites.
| | 05:18 | The Google Display Network gives you the
ability to vastly broaden the reach of your campaigns.
| | 05:23 | But if you go this route, you can save
yourself some wasted money and efforts by
| | 05:27 | making sure that you exclude the
web sites or the entire categories that are
| | 05:31 | irrelevant or inappropriate for your campaigns.
| | Collapse this transcript |
| Remarketing with audiences| 00:00 | Have you ever gone to a web site, put
something in your shopping cart but then
| | 00:04 | ended up not buying it, and then
suddenly everywhere you go on the internet,
| | 00:08 | you're seeing ads for that thing you
almost bought from the web site that you
| | 00:11 | almost bought it from?
| | 00:12 | If this sounds familiar,
then you've been remarketed too.
| | 00:15 | From an advertiser's perspective,
remarketing is actually a very effective way
| | 00:20 | to use the Display Network, and I think
it's one of the most exciting features
| | 00:24 | that Google AdWords has rolled out recently.
| | 00:27 | The way this works is that you
create what are known as audiences and
| | 00:30 | someone becomes part of that audience
when they meet some criteria during a
| | 00:34 | visit to your web site.
| | 00:36 | Just like conversion tracking, which
we'll talk about in another video, this
| | 00:40 | works by putting some code on your
website on a page that signifies that your
| | 00:44 | defined criteria has been met.
| | 00:47 | A very common audience that you can
create for remarketing is a list of people
| | 00:51 | that got close to a conversion
event, but not all the way there.
| | 00:54 | For example, if we wanted to target
people who put some olive oil in their
| | 00:59 | shopping cart but didn't end up
checking out with it, then we would place our
| | 01:02 | special code on the page they're taken to
right after adding something to their cart.
| | 01:07 | To get started, just click on the
Audiences tab, and if you don't see it make
| | 01:11 | sure to enable it with the
drop-down off to the right.
| | 01:15 | Next, click on Add Audiences and then
click the link to Create and manage lists.
| | 01:22 | From the New Audience drop-down select
Remarketing list. We'll give it a name
| | 01:27 | and an optional description.
| | 01:29 | You'll want to use a name here that
describes exactly what people on this list
| | 01:33 | have done to meet your criteria.
| | 01:35 | So here I might use something
like Put something in shopping cart.
| | 01:42 | Next, you have to define a membership
duration, which is essentially how long a
| | 01:47 | cookie will stay on the list if the
user doesn't come back to your site again.
| | 01:51 | And remember that if a user keeps
coming back to your site and meeting your
| | 01:54 | criteria, that duration keeps on resetting.
| | 01:58 | It's time to select your tags
and you have a choice to make.
| | 02:01 | If you've already got conversion
tracking tags or other remarketing tags
| | 02:05 | created, you can go with the
Select from existing tags option and add
| | 02:09 | combinations of these tags
to determine your audience.
| | 02:13 | In our case though, we'll create a
new tag since we don't have anything in
| | 02:16 | our account that would tell us that someone
has added some olive oil to their shopping cart.
| | 02:21 | Go ahead and save and we'll see that our
new audience has been added to our master list.
| | 02:26 | It's time to get the code.
| | 02:28 | Go ahead and edit your tag and then
make sure that you've added your new tag to
| | 02:32 | the selected tags area.
| | 02:35 | When you click on the link, just
select HTTP or HTTPS to match the page that
| | 02:41 | you're going to put this on. Then go
ahead and copy-and-paste or install this
| | 02:45 | code just like you would
regular conversion tracking code.
| | 02:49 | If you're not sure how to do that,
just watch the video about installing
| | 02:53 | conversion tracking code
right here in this course.
| | 02:57 | Once the code is on the page that
signifies that something has been added to a
| | 03:01 | shopping cart, visitors who get to
that page will be added to our list.
| | 03:06 | It's time to create a new ad
group to target this audience.
| | 03:10 | It's a good practice to create a
separate campaign for your remarketing
| | 03:13 | activities and when you're naming
these campaigns and ad groups I like to use
| | 03:17 | the word Remarketing right there in the titles.
| | 03:21 | First, we need to make sure that we're
only targeting the Display Network with
| | 03:24 | this campaign, which you
can see in the Settings tab.
| | 03:29 | When you drill down to the ad group
click on the Audiences tab and then the Add
| | 03:33 | Audiences button. Select the list that
you want to target with this ad group
| | 03:38 | and you're all set.
| | 03:40 | Just like any other tab, you can add
or delete your audiences right here in
| | 03:44 | the interface and look at metrics that are
resulted from these audiences in your account.
| | 03:48 | There are two more things
that I want to talk about here.
| | 03:52 | First, you're going to want to
create an appropriate ad for this list.
| | 03:56 | You know that they've already gotten
close to buying olive oil and we can use
| | 04:00 | that to our advantage.
| | 04:01 | You might want to promote a
coupon code or a discount in this ad.
| | 04:05 | That might be what gets them back on
your site to complete the purchase.
| | 04:09 | But you also want to be a little
cautious here, because people tend to be
| | 04:12 | sensitive about being tracked.
| | 04:14 | If you show an ad that says I've been
watching you and I know what kind of
| | 04:18 | olive oil you like, you'll probably
scare some people away and you won't be
| | 04:21 | doing your brand any favors.
| | 04:23 | But if you're advertising a conference
on online advertising techniques, this
| | 04:27 | kind of message just might work.
| | 04:29 | The second thing I want to talk about
is how to stop targeting people once they
| | 04:33 | do convert on your ultimate goals.
| | 04:35 | This is done with what's known as a custom
combination and these are pretty easy to set up.
| | 04:40 | First, head back to your Audiences
screen, which you can always get to from the
| | 04:44 | Shared library link on the
left-hand side of the screen.
| | 04:48 | Select custom combination from the New
Audience drop-down and give it a name and description.
| | 04:54 | Here we'll create a combination to
designate people who have gotten to our
| | 04:57 | shopping cart page but who
have not actually purchased.
| | 05:02 | Now, to do this we'll just
use a series of And statements.
| | 05:05 | First, we'll target all of these
audiences who are on our list of people who
| | 05:09 | have put something in their shopping
cart and then we'll click Add Another.
| | 05:13 | This time we'll choose none of these
audiences and select the Purchased list.
| | 05:21 | Remember, list can be created using
existing conversion tracking tags, so if
| | 05:25 | you've been using conversion tracking to
track your purchases already, you won't
| | 05:29 | even need to set up any new tags.
| | 05:31 | Now, go ahead and save and we've got a
list of people who have put something in
| | 05:35 | their cart but not checked out with it.
| | 05:38 | Note that off to the right AdWords
will keep the number of users who are part
| | 05:42 | of each of these lists.
| | 05:43 | You will see that this kind of data
starts flowing in about a day or two after
| | 05:46 | you've created your list or your combination.
| | 05:49 | You can also open or close the list to
new membership at any time and you can
| | 05:55 | always edit your description or your names.
| | 05:59 | Now, the last step is to go back to
our ad group and change the audience
| | 06:02 | that we're targeting.
| | 06:03 | To do this, just head back
and click on the Audiences tab.
| | 06:07 | We'll just delete the existing
audience and add our new combination list.
| | 06:17 | Remarketing with audiences in AdWords
is a very powerful feature and it helps
| | 06:21 | you get that second chance
with potential customers.
| | 06:24 | And while setting this up requires a
little code and a little work, in the end,
| | 06:28 | this kind of campaign can
provide some great returns.
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|
|
11. Tracking Ad PerformanceUnderstanding conversion types| 00:00 | One of the best things about online
advertising in general and Google AdWords in
| | 00:04 | particular is that it's extremely measurable.
| | 00:07 | With AdWords we can get real numbers
on the amount of traffic we're getting,
| | 00:11 | the amount of money we're spending, and the
amount of revenue we're receiving in return.
| | 00:17 | In other words, it's easy for us as
advertisers to know if our advertising is
| | 00:21 | profitable or not--something that's
very difficult to do in traditional media
| | 00:25 | like print or television.
| | 00:27 | But in order for us to start tracking
our return on investment or ROI, we really
| | 00:32 | need to know what our conversions or
the advertising goals that we value are.
| | 00:37 | With AdWords we can actually track
just about any type of conversion.
| | 00:43 | If you are an ecommerce
website, your conversion is easy.
| | 00:46 | It's a purchase through your
online shopping cart, but other kinds of
| | 00:50 | conversions are very common too.
| | 00:52 | Lead generation, newsletter subscriptions,
contact us forms, even inbound phone calls.
| | 00:58 | If you're like most businesses,
you'll probably actually have quite a few
| | 01:02 | different types of conversions.
| | 01:04 | To figure out what your conversions are,
ask yourself a couple of simple questions.
| | 01:09 | Why did I bother to put up a web site and
what do I want visitors of my web site to do?
| | 01:16 | Once you've determined what your
conversions are you just have to ask yourself,
| | 01:21 | how do I know when a conversion has happened?
| | 01:24 | For most types of conversions, there
is going to be a specific page, often
| | 01:28 | called the conversion or the thank you page
that denotes when a conversion has occurred.
| | 01:33 | If a user manages to get to the page
that says thanks for your order, here is
| | 01:37 | your receipt, then what do I know just happened?
| | 01:40 | In order to see that page they
have to have just bought something.
| | 01:43 | There is my conversion.
| | 01:45 | Other goals also have conversion pages.
| | 01:48 | Think about some of the other goals
that you might have. Lead generation,
| | 01:51 | newsletter subscriptions, things like that.
| | 01:54 | Each of these types of conversions will
have a page or some programmatic action
| | 01:58 | that signifies when the conversion has happened.
| | 02:01 | Like this contact form.
| | 02:03 | Once you fill in the form and click
the Submit button, you're going to see a
| | 02:07 | page that says something like
this. Thank you for contacting us.
| | 02:11 | This is a contact conversion page.
| | 02:14 | So, what are your conversions and
which pages of your site indicate that your
| | 02:19 | conversions have taken place?
| | 02:21 | Once you know the answers to those
questions, move onto the next videos to use
| | 02:25 | the AdWords Conversion Tracking feature.
| | 02:28 | This will help us figure out whether
our AdWords campaigns are profitable or not.
| | Collapse this transcript |
| Understanding Conversion Tracking| 00:00 | One of the biggest reasons that
online advertising has become such a big
| | 00:04 | business is that unlike many
forms of traditional advertising,
| | 00:07 | it's extremely measurable.
| | 00:09 | AdWords advertisers can get back all
the numbers necessary to calculate ROI
| | 00:14 | within minutes, not months.
| | 00:17 | By using the AdWords Conversion
Tracking feature we can use some special code
| | 00:21 | that lets us keep track of how many
sales, leads, newsletter sign-ups, whatever
| | 00:26 | it is that's a value to us that
our AdWords campaigns are generating.
| | 00:31 | This helps us to invest in our campaigns
intelligently and we can get pretty granular.
| | 00:36 | By using this feature we can evaluate
whether or not specific keywords, ads, ad groups,
| | 00:42 | or campaigns are
profitable to us or not.
| | 00:45 | When we have this information we can
start to make data-driven decisions like
| | 00:50 | spending more of our budgets on
campaigns that are performing well, while
| | 00:54 | working on optimizing or dialing down
the budget on campaigns that aren't. Okay,
| | 00:59 | so what are the steps to
set up conversion tracking?
| | 01:03 | As we've talked about in a previous
video we really only have to know two things.
| | 01:08 | First, we need to know what our
conversion is, and second, we need to know the
| | 01:13 | page on our web site that
means our conversion has occurred.
| | 01:17 | This is called the
conversion page or the thank you page.
| | 01:21 | And an example of this would be the
final receipt that displays once an
| | 01:24 | ecommerce transaction has been completed.
| | 01:27 | On this page we're going to add
some special JavaScript code that will
| | 01:31 | communicate with AdWords and tell them
that the conversion page has been reached.
| | 01:36 | In other words, once I've installed the
conversion tracking code on my Thank You page,
| | 01:40 | while the browser is rendering
the page it will also execute that script
| | 01:46 | which sends the conversion
information to the AdWords system.
| | 01:50 | Now here's the cool part.
| | 01:51 | It's not just recording that a
conversion happens somewhere in your account.
| | 01:55 | It's actually associating the
conversion all the way back to the appropriate
| | 01:59 | campaign, ad group, ad, and keyword bid.
| | 02:04 | This means that not only can I see
how many conversions a campaign has
| | 02:08 | generated, I can even get down to the
ad group, the ad, or even the keyword
| | 02:12 | level, and analyze my ROI.
| | 02:16 | So if you're not a programmer you might
have gotten a little scared when I said
| | 02:19 | JavaScript, but don't worry. Installing
the conversion tracking code is actually
| | 02:24 | pretty straightforward.
| | 02:25 | You or your webmaster can copy and
paste the code directly from your
| | 02:29 | AdWords account, and once it's
implemented all we have to do is sit back
| | 02:34 | and let the data roll in.
| | 02:36 | By default, AdWords gives us detailed
metrics on things like clicks and our
| | 02:41 | costs and click-through rates.
| | 02:43 | This default data helps us to understand
how many visits we're attracting, where
| | 02:47 | our ads are showing, and
how much we're spending.
| | 02:50 | But once we've added conversion
tracking, we get the missing piece of the puzzle:
| | 02:54 | the return on
our advertising investment.
| | 02:57 | Now we can calculate things like Cost/
conversion and this is where it starts to get powerful.
| | 03:04 | If I know that a lead is worth $50 to me
and I can get a cost/conversion of $40,
| | 03:09 | then I just made $10 on every conversion.
| | 03:12 | By setting up conversion tracking, we'll
be able to understand right down to the
| | 03:16 | individual keyword level what's
working for us and what isn't.
| | Collapse this transcript |
| Installing Conversion Tracking code| 00:00 | Maybe the most powerful feature in
all of Google AdWords is the ability to
| | 00:04 | define and track conversions, or things
like sales or leads right, down to the
| | 00:09 | individual keyword level.
| | 00:11 | By tying our keyword performance and
spend data back to actual results, we can
| | 00:16 | easily analyze our AdWords
campaigns and optimize them for success.
| | 00:20 | In order to tell AdWords when a
conversion has occurred, we're going to have to
| | 00:24 | set up the AdWords conversion-tracking feature.
| | 00:27 | AdWords conversion tracking is based
on a snippet of JavaScript code that
| | 00:31 | communicates with the AdWords
system whenever a conversion happens.
| | 00:35 | All we need to do is take that code
that AdWords generates for us and then
| | 00:39 | install it on our conversion or our
Thank You page for the pages of our web site.
| | 00:44 | Let's take a look at how to do this.
| | 00:46 | First, you're going to need to get
your hands on the actual JavaScript code.
| | 00:50 | Log into AdWords and click on the
Reporting and Tools tab, then click on Conversions.
| | 00:58 | To create a new conversion action,
go ahead and click on the button that
| | 01:01 | says New conversion.
| | 01:05 | Then give your conversion a name,
something descriptive like Purchase Complete
| | 01:10 | or Newsletter Signup or Contact Form Submitted.
| | 01:13 | Then select the purpose of the
conversion from the drop-down list.
| | 01:16 | Now, save and continue.
| | 01:19 | Here, you'll need to answer a few
questions about your conversion page.
| | 01:23 | First, you need to pick the
security level of your Thank You page.
| | 01:26 | If you're using an SSL certificate and an
HTTPS protocol, then make sure to select it here.
| | 01:34 | You can also select the
markup language of your website.
| | 01:38 | This is mostly to deal with the case
when you're targeting mobile devices with
| | 01:41 | limited capabilities.
| | 01:42 | You will probably want to
leave this just set to HTML.
| | 01:48 | Next, you can optionally input a
revenue value for your conversion.
| | 01:52 | If you know your average sale value or
if you know how much an average lead is
| | 01:56 | worth to you, go ahead and input it here.
| | 01:58 | If you're not sure of a good number
to use, just leave it blank for now.
| | 02:03 | Lastly, you have the option to notify
users who reach your Thank You page that
| | 02:07 | you're using conversion tracking to
collect anonymous stats about your web site.
| | 02:11 | If you opt to use this feature, Google
will display a tiny little message on
| | 02:15 | your Thank You page that says
Google Site Stats - Learn More.
| | 02:19 | This is really just about
privacy and transparency.
| | 02:22 | If you already have a privacy policy
that notifies users about your web tracking
| | 02:26 | software, you don't need to use this feature.
| | 02:29 | But if you do want to display the
Google notification, simply choose the
| | 02:32 | language of your Thank You page and
then choose the text format and finally
| | 02:36 | choose a background color that closely
matches the color of your actual Thank You page.
| | 02:41 | Now, you're ready to get the code.
| | 02:43 | Just click Save and get code and
Google will generate the JavaScript code you
| | 02:47 | need to install on your web site.
| | 02:50 | Now, you've got a few options.
| | 02:51 | If you have access to your web site and
you're comfortable with making changes to
| | 02:55 | your code base, all you need to do is
copy this and make sure it appears on the
| | 02:59 | source of your thank you page,
somewhere in the body section.
| | 03:02 | Again, this would be the page that
signifies that a newsletter has been signed
| | 03:06 | up for in our case or the thank you
for signing up for my newsletter page.
| | 03:11 | Now, it's important that this code is
placed only on that Thank You page and
| | 03:15 | nowhere else, because whenever this
code fires, Google AdWords will assume that
| | 03:19 | this conversion has happened.
| | 03:21 | Now, if you're not a coder, you can
either copy and paste this code into a plain
| | 03:26 | text file and send it off to your
friendly neighborhood IT department or you
| | 03:30 | can use this Send conversion
tracking code to somebody else link.
| | 03:35 | Just expand this section and then
type in a comma-separated list of email
| | 03:39 | addresses to send this to.
| | 03:41 | Once you or your IT folks have
republished the Thank You page to your live web
| | 03:45 | server then you've got
conversion tracking running.
| | 03:47 | And you'll notice some new
columns when you're in the interface.
| | 03:50 | These are the metrics that will help
you evaluate the profitability of your
| | 03:54 | campaigns, ad groups, keywords, and ads.
| | 03:57 | Note that it can take about 24 hours
for data to start showing up here, assuming
| | 04:02 | that conversions are
actually happening of course.
| | 04:04 | A good way to verify your conversion
tracking implementation is to do a test
| | 04:08 | conversion yourself.
| | 04:10 | Go find your ad on Google, click on
it, and then complete your conversion.
| | 04:14 | Yes, you will be charged by Google
when you click on your own ad, but this is
| | 04:17 | the easiest way to be sure that your
code has been implemented correctly and
| | 04:21 | it is money well spent.
| | 04:23 | And remember, you can have lots of
conversion actions on your web site.
| | 04:27 | To generate conversion code for
another conversion action, just repeat this
| | 04:30 | process for as many different
goals as you have on your web site.
| | 04:34 | Installing conversion tracking is a
critical and foundational step to knowing
| | 04:38 | how your AdWords campaigns are performing.
| | 04:41 | By going through this setup process,
you'll be much better able to maximize the
| | 04:45 | return on your advertising investment.
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| Learning the basics of AdWords reports| 00:00 | Once you start running your campaigns,
AdWords provides you with a wealth of
| | 00:04 | data about how your campaigns, ad
creatives, and keywords are working.
| | 00:08 | By knowing how to use the AdWords
Reporting features, you'll be able to cut
| | 00:12 | through all the noise and find the
insights that you need to manage your
| | 00:15 | campaigns more effectively.
| | 00:17 | AdWords recently revamped its
reporting tools, so even if you've run AdWords
| | 00:22 | reports in the past, it's a good
idea to brush up on your skills.
| | 00:25 | You might recall that in the past, all
reporting was handled through a Reporting tab,
| | 00:29 | not too surprising given the name.
| | 00:32 | But in order to streamline the reporting
process, Google has moved its reporting
| | 00:37 | features right into the Campaigns tab
so that you can generate reports right in
| | 00:41 | line with your actual data.
| | 00:43 | And keep in mind this works for
campaigns, ad groups, ads, keywords and just
| | 00:47 | about anywhere else you can see
data inside the main Campaigns tab.
| | 00:51 | Now for example, we can segment and
filter our data without having to leave the
| | 00:55 | Campaigns tab at all.
| | 00:57 | Let's take a look at some examples of how
the new reporting system for AdWords works.
| | 01:02 | The first thing to note is that you
will want to be able to change the date
| | 01:05 | range for your data.
| | 01:06 | Google will default to showing you
the previous seven days when you log in.
| | 01:10 | To change that, open up the Date
Range drop-down box on the right hand side
| | 01:14 | of the Campaigns tab.
| | 01:17 | You'll notice that Google offers you
several pre-built date ranges for you to use.
| | 01:21 | Last 14 days, Last Month, things like that.
| | 01:25 | You can also create a custom date range.
| | 01:27 | To do that click Custom date range and
then use the Calendar tool to select the
| | 01:32 | dates you would like to see.
| | 01:33 | When we are in sub-tabs, we have lots
of ways to sort, filter and segment our
| | 01:41 | data to find what we are looking for.
| | 01:43 | Whether you have drilled down to a
campaign or an ad group or you're anywhere
| | 01:47 | else in the account, you would
be able to use these same options.
| | 01:50 | So, here let's go to the Keywords tab and
we will look across All online campaigns.
| | 01:59 | This is a great way to see data
on our keywords regardless of which
| | 02:02 | campaign they are in.
| | 02:03 | However, if you have a lot of keywords,
the amount of data on screen can quickly
| | 02:08 | become overwhelming or difficult to use.
| | 02:11 | To get more insight out of this data, we
can create filters right here on the fly.
| | 02:15 | For example, maybe we want to examine
which keywords are costing us the most
| | 02:20 | money so that we can make sure
they're also generating a positive return.
| | 02:24 | To isolate the most costly
keywords, we can create a quick filter.
| | 02:28 | Just click Filter and then choose Create filter.
| | 02:31 | We can now filter our list based on criteria
like cost, clickthrough rate, and much more.
| | 02:38 | As soon as we click Apply, the report
will refresh and all of a sudden we have
| | 02:42 | whittled down our list to just
the keywords we are interested in.
| | 02:50 | And you can create filters on any
metric in the AdWords account. Cost,
| | 02:56 | Clickthrough Rate, Average Position,
Quality Score, Impressions, Clicks, you name it.
| | 03:01 | You can also save a filter so that you
can filter your reports the same way in
| | 03:05 | the future if it's something that you use often.
| | 03:07 | If you find that you're constantly
sorting and resorting your reports the same
| | 03:11 | way over and over again,
try using a filter and saving it instead.
| | 03:27 | In addition to filters,
we can also segment our data.
| | 03:30 | Unlike filters, which we can use to
hide irrelevant data, segments let us split
| | 03:35 | up our data to get more
granular in our analysis.
| | 03:38 | Let's take a look at a couple of examples.
| | 03:41 | Let's move over to the Campaigns tab.
| | 03:44 | Now, let's segment by Network.
| | 03:46 | Google will now show us the data for
each campaign broken down by Google, the
| | 03:52 | Search partners and the Display Networks.
| | 03:55 | With these segments in place, we
can see how each of these networks is
| | 03:58 | performing across our different
campaigns and we can make decisions about where
| | 04:02 | to cut or add to our budgets.
| | 04:05 | You can also segment by things like devices
or one of my favorites, the days of the week.
| | 04:13 | With this one, you can see how
weekends compared to weekdays and if you find
| | 04:17 | differences, you can use the ad
scheduling feature to take advantage of your
| | 04:21 | more profitable days.
| | 04:22 | You can learn more about this
feature in the campaign settings movies.
| | 04:26 | Also, remember that in your table of data,
you can just click on a column header
| | 04:30 | to sort by different metrics in either
ascending or descending order and you can
| | 04:35 | add or remove columns of
data with the Columns dropdown.
| | 04:40 | You can even drag and drop your columns
around to get them in the right order.
| | 04:46 | So here you can see that there's
quite a bit of reporting flexibility built
| | 04:50 | right into the AdWords interface.
| | 04:52 | But if you're like me, you might want to
get this data into a tool like Excel to
| | 04:56 | be able to do more
sophisticated or customized analysis.
| | 05:00 | Fortunately, that's easy.
| | 05:01 | Once you've got the data just the
way you want it, just click the Download
| | 05:05 | icon, name your report, choose from the
available file formats, add any segments
| | 05:11 | you want to chop your data
by, and then click Create.
| | 05:16 | And you can even set up your report
to be emailed to you according to a
| | 05:19 | schedule that you choose.
| | 05:21 | Just expand the Email and schedule
report area and select what users on the
| | 05:25 | account you want to receive the
report and how often you would like to have
| | 05:28 | it in their inboxes.
| | 05:31 | Given the amount of data that
AdWords spits out at you, it's important to
| | 05:35 | be able to use the reporting tools to turn
all of that data into actionable information.
| | 05:40 | By using the filtering and segmentation
tools, you can get specific numbers to
| | 05:44 | answer specific questions and
ultimately end up managing your account much
| | 05:49 | more effectively.
| | Collapse this transcript |
| Integrating Google Analytics with AdWords| 00:00 | If you've been running AdWords campaigns
for a while, there is a good chance that
| | 00:04 | you've got a Google Analytics account
as well and one of the most powerful
| | 00:07 | features of AdWords is its ability
to integrate with Google Analytics.
| | 00:12 | Now, nobody will accuse the AdWords
system of not throwing enough data at you,
| | 00:17 | but at the same time you can get many
more powerful metrics by integrating your
| | 00:22 | AdWords account with your
Google Analytics account.
| | 00:25 | So why exactly should you link
AdWords and Analytics together?
| | 00:30 | Well, there are a lot of important
questions that AdWords can't answer by itself.
| | 00:35 | AdWords is not meant to
be an analytics solution.
| | 00:38 | They can keep track of what's known as
the pre-click data, which include things
| | 00:42 | that happen right up to the click.
| | 00:45 | Things like how many times your ad is
shown for what search queries or on what
| | 00:49 | web sites, which ad was shown in
response to which bid, how much AdWords charged
| | 00:54 | you for the click, things like that.
| | 00:57 | Then AdWords loses the visitor.
| | 00:59 | If you've enabled conversion tracking,
AdWords will know whether or not a
| | 01:03 | conversion occurred, but everything
else the user is doing on your web site is
| | 01:07 | invisible to AdWords.
| | 01:09 | That's where we need Analytics.
| | 01:11 | Which ad drove people to keep coming
back to the site or to become engaged with
| | 01:16 | our content, which keyword had people
going to which pages on our site?
| | 01:20 | Did they watch videos or start filling
out our forms, and did it depend on which
| | 01:24 | landing page we sent them to?
| | 01:27 | Not only this, but with Analytics we
can evaluate our ROI from the campaign
| | 01:32 | on any goal we care to track with Google
Analytics at virtually any level of granularity.
| | 01:38 | If you want to see something like
ROI depending on the position your ad
| | 01:42 | showed up in and the hour of the day
was clicked on from a specific keyword bid,
| | 01:46 | you can do that.
| | 01:48 | You could compare profitability by the
specific browser of visitor was using and
| | 01:53 | whether or not they saw your privacy policy.
| | 01:56 | This integration provides an enormous
amount of information to help us continue
| | 02:00 | optimizing our campaigns and ensure
that we're trimming the bids that lose us
| | 02:04 | money and bolstering the
ones that make us the most.
| | 02:07 | The bottom line? Without linking AdWords to
Analytics you're leaving money on the table.
| | 02:14 | So if you have Google Analytics
installed, you can see a set of reports in the
| | 02:18 | Traffic Sources section
dedicated specifically to AdWords.
| | 02:22 | If you'd like to learn more about using
Google Analytics, then take a look at our
| | 02:26 | Google Analytics Essential Training,
also available right here at lynda.com.
| | 02:32 | For these scores we're going to focus on
getting these two systems linked up and
| | 02:36 | sharing data. To do this there are a
few steps that we'll need to go through.
| | 02:40 | So let's take a look at them one at a time.
| | 02:43 | First, we have to make sure that the
Google account you use to log in to AdWords
| | 02:47 | as an administrator is also an
administrator on your Analytics account.
| | 02:52 | Once you got that squared away, log in
to AdWords and click on the Reporting and
| | 02:57 | Tools tab, hit the Google Analytics link,
and if you're taken directly to Google
| | 03:01 | Analytics account that's great.
| | 03:03 | You're already done with this section.
| | 03:05 | For those of you who aren't
directly taken to Analytics, you'll see two choices.
| | 03:09 | I already have a Google Analytics
account or create my free Google Analytics account.
| | 03:15 | Choose the option that's appropriate for you.
| | 03:17 | Then just click Link
Account and you're all done.
| | 03:21 | Now when you log into Google Analytics,
you'll start getting all of your AdWords
| | 03:25 | data in your reports. Allow for up to
a 24-hour delay before you start seeing
| | 03:30 | AdWords data in your Analytics account,
though it may show up much faster.
| | 03:34 | Linking AdWords to Analytics only
takes a few minutes, but it arms you with
| | 03:39 | data that's much more powerful than what
Analytics or AdWords can offer you as independent tools.
| | 03:44 | With Analytics hooked up to your
AdWords account you'll be able to manage
| | 03:48 | and optimize against profitability
based on just about any data that you care to look at.
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| Importing Google Analytics goals| 00:00 | If you're an AdWords advertiser who's
already using Google Analytics, then you
| | 00:04 | can actually use your Google
Analytics goals to track conversions right in
| | 00:08 | your AdWords account.
| | 00:10 | There are several good reasons to do this.
| | 00:12 | So let's take a look at the benefits
and then I'll show you how to do it.
| | 00:15 | First, it's important to realize that
AdWords conversion tracking and Google
| | 00:19 | Analytics track
conversions in very different ways.
| | 00:23 | AdWords will claim credit for
conversions as long as an AdWords click took place
| | 00:27 | at any time in the 30 days prior
to the conversion action happening.
| | 00:31 | In other words, if I were to click on
your AdWords ad and then come back to
| | 00:35 | the site via Yahoo search
| | 00:36 | and finally another time on a
Bing search before converting, AdWords
| | 00:40 | would still claim credit for that conversion.
| | 00:43 | Google Analytics on the other hand
attributes all conversions back to the last
| | 00:47 | traffic source or touch point.
| | 00:49 | This is known as a last touch attribution model.
| | 00:52 | And that example of an AdWords click
followed by visits from Yahoo and Bing,
| | 00:57 | Google Analytics would attribute the
conversion to Bing since it was the last
| | 01:01 | source of a website visit before the conversion.
| | 01:03 | I'm mentioning this because you'll
see differences in conversion data if you
| | 01:07 | compare AdWords conversion tracking
to Google Analytics, and that's okay.
| | 01:11 | So, which one is correct?
| | 01:13 | Well, it's not a question of right or
wrong and frankly I like to look at both
| | 01:16 | models to gain insights into how my
campaigns are performing. But that's not the
| | 01:20 | only reason to import
your Google Analytics goals.
| | 01:23 | Setting up goals in Google Analytics is
easy. Al you have to do is tell Google
| | 01:27 | Analytics which page on your
website is a conversion page.
| | 01:31 | You don't actually have to add any
additional code and anytime you can avoid
| | 01:36 | having to file a ticket with IT,
that's generally a good thing.
| | 01:39 | With AdWords conversion tracking,
you have to place a piece of JavaScript code on
| | 01:43 | your conversion pages every time
you define a new conversion action.
| | 01:47 | Finally, you can track all kinds of
conversions with Google Analytics that you
| | 01:51 | can't track easily with
AdWords conversion tracking.
| | 01:54 | If you're using advanced Google
Analytics techniques to track things like
| | 01:58 | videos, social media, Flash events,
PDF downloads, outbound links, engagement
| | 02:03 | thresholds, and things like that, you'll
want to pull those conversion metrics into
| | 02:07 | AdWords and make managing your
campaigns that much more efficient, and maybe the
| | 02:11 | best part of all is that you'll be able
to integrate those advance conversions
| | 02:15 | with the AdWords Conversion Optimizer.
| | 02:17 | To learn more about Google Analytics
and to start using it on your side, check
| | 02:21 | out the Google Analytics Essential
Training right here on lynda.com.
| | 02:25 | Hopefully by now you're
convinced of all these benefits.
| | 02:29 | So how do we actually get our Google
Analytics goals imported into AdWords?
| | 02:32 | Well, luckily it's a quick and easy process.
| | 02:36 | Assuming you already have a Google
Analytics goal set up and that your Analytics
| | 02:40 | account is linked to AdWords, we've only
got a few steps we need to go through.
| | 02:44 | First, log into Google Analytics.
| | 02:47 | You can find it on the Reporting and Tools tab.
| | 02:49 | Now you'll need to be an
administrator on your Analytics account.
| | 02:53 | And if you are, go ahead and click
on the Edit account settings link.
| | 02:57 | Make sure that under Share my Google
Analytics Data the box for other Google
| | 03:01 | products is checked.
| | 03:03 | Go ahead and press Save Changes and
then navigate back to your AdWords account.
| | 03:07 | Now, click on Conversions
under the Reporting and Tools tab.
| | 03:11 | I'm going to show you the account of a
nonprofit that I work with, Teach for America.
| | 03:16 | They've got lots of Google
Analytics goals already set up.
| | 03:19 | So we will be able to see a
real example of how this works.
| | 03:23 | All you need to do is click on the
Import from Google Analytics button
| | 03:27 | and you'll see a list of all the goals
you've got configured in your Analytics account.
| | 03:31 | To import them as AdWords conversion
actions, just check off the goals that you
| | 03:35 | would like to import, choose a tracking
purpose, and press Import. That's it!
| | 03:39 | You're all done.
| | 03:40 | It's that easy to start tracking in
AdWords things like social media sign-ups,
| | 03:45 | video interactions, PDF download,
steps of a sign-up funnel, and just about
| | 03:49 | anything else that you can track
with your Google Analytics account.
| | 03:52 | Within a day or two you'll start to
see your Google Analytics goals being
| | 03:56 | imported into AdWords, and remember
that 24 to 48 hour delay is permanent.
| | 04:01 | In other words, you won't be able to
refresh your AdWords reports throughout a
| | 04:05 | given day to see updated metrics, but
as long as you're okay with that lag time
| | 04:09 | you'll be able to enjoy all
the benefits we've talked about.
| | 04:12 | Importing Google Analytics goals to
AdWords gives you more flexibility to track
| | 04:16 | more conversion actions, more
accurate ROI tracking, and it saves you from
| | 04:21 | having to install extra code on your web site.
| | 04:24 | If you've already got your Google
Analytics account set up, then you've got no
| | 04:28 | reason not to be doing this.
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|
|
12. Understanding Landing PagesKeeping people from clicking the Back button| 00:00 | So at this point you've got your
account up and running, you've done your
| | 00:04 | keyword research, you've created your
campaigns, you've grouped your keywords
| | 00:08 | and made your ad groups, and
you've written all of those great ads.
| | 00:11 | Now you're ready to start advertising, right?
| | 00:13 | Well, there is one more thing.
As we've already discussed, relevance is king
| | 00:18 | when advertising online.
| | 00:20 | The more relevant the keywords are to
your ad text and your product or service,
| | 00:24 | the more likely the ads will be to
get clicked on by users who are actively
| | 00:29 | searching for you and your business.
| | 00:31 | The kiss of death for any AdWords
campaign is when users land on poor quality or worse,
| | 00:37 | irrelevant landing pages.
| | 00:39 | The landing page is the page
specifically designed to catch the users that click
| | 00:44 | on your ad and its job is to convince
them to perform whatever action that
| | 00:48 | you're trying to get them to do.
| | 00:51 | In short, landing pages are
designed to turn visits into conversions.
| | 00:56 | Advertising online without the right
landing page is like cooking up a four-star
| | 01:00 | gourmet meal and then serving
on the floor of your bathroom.
| | 01:04 | The landing page is really
where all the magic happens.
| | 01:07 | You've done all of this work and
you paid to get people to your site.
| | 01:11 | So it only makes sense that once they
get there, you should do all you can to
| | 01:14 | make sure that they do what
it is you want them to do.
| | 01:18 | So what makes a good landing page?
| | 01:20 | First things first, a good landing
page has to be explicitly relevant to your
| | 01:24 | keywords and the ad that they clicked on.
| | 01:27 | And your homepage doesn't fit this bill.
| | 01:29 | Let's say that I'm running a
campaign focused on selling items from the
| | 01:33 | eco-friendly section of my store.
| | 01:35 | My campaign would be structured with
different ad groups dedicated to keywords
| | 01:39 | for specific items within
the eco-friendly category.
| | 01:42 | Jackets, for examplee, would have their own ad
groups with keywords associated with jackets.
| | 01:48 | If I'm successful in getting users
searching for eco-friendly jacket to click on
| | 01:52 | my eco-friendly jacket ad, I might
lose them if I send them to my homepage.
| | 01:57 | That's not very relevant
to their search or to my ad.
| | 02:02 | It's confusing to a user and it's a
lot of work to click through my menus or
| | 02:06 | search my site to eventually find
out where the eco-friendly jackets are.
| | 02:10 | We're living in an era of instant
gratification and users are not interested in
| | 02:15 | wasting time hunting around on your
web site for what you told them they would
| | 02:19 | find in the ad they clicked on.
| | 02:21 | A better landing page choice in this
case would be the page on my site that
| | 02:25 | showcases my eco-friendly jackets.
| | 02:28 | This way when the user clicks, they're
staring directly at those eco-friendly
| | 02:32 | jackets that they were looking for
and that are currently on their mind.
| | 02:37 | There's no confusion or frustration here.
| | 02:39 | The user gets exactly what they bargained for.
| | 02:42 | This is also a good landing page,
because it still has access to all the other
| | 02:46 | navigation of the entire web site.
Even though the user specifically asked for
| | 02:51 | eco-friendly jackets, which is what
you'd like them to purchase, you're giving
| | 02:55 | them options in case they want some
pants or gloves or a hat to go with it.
| | 03:00 | They can continue shopping for
additional items that they might be interested in
| | 03:04 | or read more about you and your store to get
comfortable with you before making a purchase.
| | 03:10 | Landing pages are the key last step to
your campaigns and the key first step for
| | 03:15 | your visitors experience with you.
| | 03:17 | I hope you choose to invest some time
and resources in making sure that your
| | 03:21 | landing pages are relevant, useful, and
convincing so that you can convert more
| | 03:25 | of your clicks into conversions.
| | Collapse this transcript |
| Understanding how landing pages affect Quality Score| 00:00 | As you already know, quality score is
the magic variable that Google uses to
| | 00:05 | determine where your ad will show
up and how much you'll pay for it.
| | 00:09 | One of the factors that helps
determine your quality score is the quality
| | 00:12 | of your landing pages.
| | 00:14 | Having high-quality landing pages can
lower your cost-per-click, increase your
| | 00:19 | conversions, and improve your ROI.
| | 00:22 | Let's talk about some of the specific
factors that go into landing page quality,
| | 00:26 | things like relevance, originality,
transparency, and navigability.
| | 00:31 | All of these factors are good for more
than just improving your quality score.
| | 00:35 | They're also just plain good common
sense that will help your landing pages
| | 00:39 | provide a positive experience to your visitors.
| | 00:43 | Relevance is king and if you've
been watching this course, then I'm sure
| | 00:46 | you know that by now.
| | 00:48 | But let's think about it
from the user's point-of-view.
| | 00:51 | If I'm searching for a new TV and I
click on an ad that's offering TVs for sale,
| | 00:55 | then I expect to see a page
full of TVs for sale when I click.
| | 01:01 | If I'm sent to a TV review site
instead, then I'm likely to click the Back
| | 01:05 | button, because that's not what I wanted.
| | 01:08 | If I had clicked an ad talking about TV
reviews, then yeah, this site would have
| | 01:12 | been relevant. But I didn't.
| | 01:13 | Google is checking the content on your
landing pages and the more relevant you
| | 01:18 | can be to your ads and keywords, the
better quality score that you'll achieve.
| | 01:23 | Next, let's talk about originality.
| | 01:26 | It's almost always a good idea to
provide original content on your landing pages
| | 01:31 | and Google AdWords agrees.
| | 01:32 | Providing original content and lots of
it helps to differentiate yourself from
| | 01:37 | the competition and offer something
unique to the users that visit your site.
| | 01:42 | If I get to a page with the same old
product description and the same retail
| | 01:46 | price that I've already seen a hundred times,
then this page doesn't provide much value to me.
| | 01:51 | Even worse is having no content.
| | 01:53 | If I land on a page that's just
a bunch of links to other pages but
| | 01:57 | really has nothing to say, I am less
likely to be engaged with the site or
| | 02:01 | find any value there.
| | 02:03 | So make sure that you've got good,
relevant, original content on your landing
| | 02:07 | pages that adds value to the user experience.
| | 02:11 | Transparency is one of the most important
factors in building trust with your visitors.
| | 02:17 | Make sure you're clear about what your
business is and what you're going to
| | 02:20 | do with any private information collected
during your relationship with the visitor.
| | 02:25 | Ultimately, you want to make your
visitors feel safe and confident and having
| | 02:30 | things like good privacy policies,
information about data security, and clear
| | 02:34 | terms and conditions help to do this.
| | 02:37 | The last piece of the landing page
quality score puzzle is navigability.
| | 02:41 | The rule of thumb here is to make it easy.
| | 02:44 | Your visitors should not have to work
at doing what you ask them to do or at
| | 02:48 | finding their way around your site.
| | 02:50 | Have clear menus and make
sure that your pages load quickly.
| | 02:54 | Use things like buttons and clear
form elements to guide the user through
| | 02:58 | your conversion funnels.
| | 03:00 | When people can't find what they're
looking for or they don't know what to do,
| | 03:03 | they get frustrated and
frustrated visitors do not convert well.
| | 03:08 | Good landing pages can help you
achieve good quality scores and if you make
| | 03:12 | sure that your landing pages are
relevant, original, transparent, and easy to
| | 03:16 | navigate, then you'll be off to a
great start towards driving down your costs
| | 03:20 | and increasing your conversions and ROI.
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| Testing landing pages with Website Optimizer| 00:00 | The landing pages that you choose for
your AdWords campaigns are all too often
| | 00:04 | treated as afterthoughts.
| | 00:06 | We tend to focus on the keywords we're
buying or ad copy or bids without paying
| | 00:11 | as much attention to our landing pages.
| | 00:14 | But landing pages are perhaps the
most important part of the equation.
| | 00:18 | Once someone decides to click on your
ad, it's up to your web site and more
| | 00:21 | specifically your landing page to make the sale.
| | 00:25 | Just like you optimize your AdWords
campaign by making sure that you're buying
| | 00:28 | the right keywords and pairing them
with the right relevant ads and bidding at
| | 00:32 | the levels that work for you, you also
need to focus on your landing pages in
| | 00:36 | order to keep improving your conversion rates.
| | 00:40 | Fortunately, it's getting easier and
easier to run A/B and multivariate tests on
| | 00:44 | your landing pages, thanks to
tools like Google's Website Optimizer.
| | 00:48 | Website Optimizer is a free tool that
Google offers to help people run tests on
| | 00:53 | the pages of their web sites and it uses
JavaScript to show different variations
| | 00:57 | of your pages to different visitors.
Then it records which variations end up
| | 01:01 | performing better than others.
| | 01:03 | Testing little things like the size or
color of your Buy Now buttons, product
| | 01:07 | images, page headlines, product copy,
where you place your phone number or how
| | 01:12 | you organize your forms, are all things
that can have a drastic impact on whether
| | 01:16 | or not users convert on your goals
once they've reached your site.
| | 01:21 | Let's say that you've setup a test to
try three different versions of your
| | 01:24 | main call to action. You've got the
default yellow button as well as a gray
| | 01:28 | button and a blue button.
| | 01:30 | Google Website Optimizer will split up
all your traffic so that equal numbers of
| | 01:34 | people see each button variation, and
keep in mind that this is all of your
| | 01:39 | traffic, not just AdWords visitors.
| | 01:41 | When people convert, Website Optimizer
tracks which button they saw and over time
| | 01:46 | Website Optimizer continues to
collect the data, run the statistics, and
| | 01:51 | eventually will tell you if one of
these was better than the others at getting
| | 01:54 | visitors to convert.
| | 01:55 | Of course you can try much
more drastic changes too.
| | 01:59 | You can create completely new versions of
your pages and test them against each other.
| | 02:04 | Maybe you want to try a whole new
layout or test a new positioning strategy or
| | 02:08 | even test different pricing
models to see what happens.
| | 02:11 | The beauty of testing is that every
time you find a winner, you get to keep that
| | 02:16 | improvement and you get to enjoy
the benefits over the long-term.
| | 02:20 | When you try a test that doesn't
produce a boost in conversions, you can simply
| | 02:23 | discard the loser and try another idea.
| | 02:26 | I like to think of this as a continual
game of King of the Mountain, and unless
| | 02:30 | you have a conversion rate of 100%
right now, you should be playing it.
| | 02:35 | Website Optimizer, like Google
Analytics, is totally free and it can help you
| | 02:40 | vastly improve the ROI
of your AdWords campaigns.
| | 02:44 | Remember, for all the optimization
work that you put into your keywords and
| | 02:47 | your ads, it's your landing page that has to
close the deal with your website's visitors.
| | 02:53 | A perfectly structured AdWords campaign
won't work if your landing page is the weak link.
| | 02:59 | So try running an experiment with
Website Optimizer and start improving
| | 03:02 | your conversion rates right now.
If you're interested in learning more
| | 03:06 | about this tool and getting the in-
depth knowledge that you need to start
| | 03:09 | testing, then check out the Google
Website Optimizer Essential Training
| | 03:13 | right here on lynda.com.
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|
|
13. Optimizing for TrafficUnderstanding reach and market share| 00:00 | One of the most important concepts in
business is market share and one of the
| | 00:04 | most important goals in
business is increasing it.
| | 00:07 | Advertising online with Google
AdWords can help you do just that. How?
| | 00:12 | Well, advertising online with Google
AdWords will help you get your message to
| | 00:15 | just about every corner of the earth,
increasing your reach and your visibility.
| | 00:20 | This gives you an opportunity to get
your products and services in front of
| | 00:24 | new prospects that you might not
otherwise have had access to, and if you can
| | 00:28 | get them to convert from visitors to
customers, you'll be increasing your
| | 00:32 | overall market share.
| | 00:33 | Google's advertising networks reach 86%
of the world's Internet users and ads
| | 00:39 | can run on just about any kind of
device that people use to access the web.
| | 00:44 | When we think of AdWords, we typically
think of users conducting searches on
| | 00:48 | Google.com and seeing our ads, but
remember Google has a huge network of search
| | 00:53 | partners and display
partners all around the world.
| | 00:57 | That means that even if a user doesn't
use Google.com to search the Internet,
| | 01:01 | they still have a very good chance of
seeing AdWords ads on another search
| | 01:05 | engine or on many of the
pages that they end up browsing.
| | 01:08 | But what about people who
don't even have computers?
| | 01:11 | Well, a growing percentage of the
world's population relies on mobile devices to
| | 01:16 | access the Internet.
| | 01:18 | If your target customer has an Android,
a Blackberry, a Windows phone, a WAP
| | 01:22 | phone, an iPhone, an iPad, an iPod or
just about any other mobile device, then
| | 01:27 | they can access the Internet and
AdWords can show them ads. And there are other
| | 01:31 | devices that people use to
access the Internet as well.
| | 01:35 | If your target customer has a Google
TV or an Apple TV or an advanced gaming
| | 01:39 | system like a PlayStation or an Xbox or
a Wii, they can access the Internet too
| | 01:43 | and you can reach them with your ads.
| | 01:46 | There is just plain no other marketing
medium with a reach that's that large.
| | 01:51 | It would take enormous amounts of time,
money, and resources to try to reach
| | 01:55 | that many people with traditional advertising
in the offline space, even if it were possible.
| | 02:00 | With AdWords, you can do it in minutes
and with the unique cost-per-click
| | 02:04 | pricing model, you can do this very
inexpensively and use all that data from
| | 02:08 | your campaigns to measure
your return on investment.
| | 02:11 | And with all the data you're collecting,
you can make informed decisions about
| | 02:16 | what visitors you want to go after and
what segments don't work for you at all.
| | 02:20 | You'll understand what messages and
offers resonate with your target market and
| | 02:24 | this can provide you with an
invaluable jump on the competition.
| | 02:29 | Now that you're able to reach an
enormous amount of people, you can start to
| | 02:32 | turn your competitor's customers into
your customers and continue to build your
| | 02:37 | market share and take advantage of
new opportunities and new prospects.
| | 02:41 | By using AdWords, you are able to reach
people all over the world on just about
| | 02:46 | any device when they're looking for
information that's relevant to you and your business.
| | 02:50 | You can continually learn from an
optimizer campaigns to gain new customers that
| | 02:55 | you may not have had access to otherwise.
| | 02:58 | And doing all of this better than the
competition will help you take more and
| | 03:02 | more of your market.
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| Using the Traffic Estimator| 00:00 | AdWords gives you several free tools
within the online interface to help you
| | 00:04 | put together and work with your campaigns
and one of these tools is the Traffic Estimator.
| | 00:09 | This tool helps you estimate what kind
of traffic and how many clicks you might
| | 00:13 | expect from different max CPC bids and budgets.
| | 00:16 | And it's a great place to investigate
new keywords that you're thinking of
| | 00:19 | adding and also to give you some data before
you make changes to existing bids and budgets.
| | 00:25 | To get to this tool, just click on the
Reporting and Tools tab and select Traffic Estimator.
| | 00:31 | This one looks and works
a lot like the Keyword tool.
| | 00:34 | You just enter your keywords into
the box, one per line, and enter a
| | 00:37 | hypothetical max CPC and budget value.
| | 00:40 | Then click on Estimate.
| | 00:45 | Well, you do have to put-in a max CPC
value, you can leave the budget box blank,
| | 00:50 | and this will assume that
you have an unlimited budget.
| | 00:53 | I like to do this so that I can
see how much I could be spending if I
| | 00:56 | ever really wanted to.
| | 00:57 | Just like with the Keyword tool I
also have the ability to look at data
| | 01:01 | from certain languages or locations, and
I can also choose different match types here.
| | 01:07 | If I leave it as As entered, I can
also use a special notation like the quotes
| | 01:12 | and the brackets up
there in the word phrase box.
| | 01:15 | Off to the right I have the option to
add or remove columns and a lot of these
| | 01:19 | will look familiar from the Keyword tool.
| | 01:21 | So let's take an example.
| | 01:23 | If I were to bid $4 with an unlimited
budget on the exact match of olive oil,
| | 01:29 | I can see that I might expect
to get about 30 clicks per day.
| | 01:38 | I can see that I'd be in the first
position almost all of the time and I'd
| | 01:42 | spend about $56 a day on an
average cost-per-click of about $1.77.
| | 01:48 | So what if I want more clicks?
| | 01:50 | I just bid more, right?
| | 01:52 | Well, let's see what
happens if I bid say $20 a click.
| | 01:58 | Here I can quickly see that even if I
up my bid by five times, there's just not
| | 02:03 | that many more clicks to buy out there.
| | 02:05 | Now let's take a look at some more
specific terms, things like flavored olive oil,
| | 02:09 | lemon olive oil and garlic olive oil
and things like that, and let's go to a $2 bid.
| | 02:16 | I might have a list of these keywords
offline in an Excel spreadsheet. I can
| | 02:20 | just copy-and-paste them right into this box.
| | 02:23 | Here we can see that I have a list
of some very relevant keywords, but by
| | 02:27 | themselves they don't get that much traffic.
| | 02:29 | We'll want to use the Keyword tool to
go find more keywords to add in here, and
| | 02:33 | when we do, we can play with the bids
we might want to use to get the right
| | 02:37 | traffic on our site at the right cost.
| | 02:40 | Just like in the Keyword tool, we can
download our data for further analysis and
| | 02:45 | we can also add any of these
keywords to our campaigns right here.
| | 02:51 | One more thing to point out is that you
can click on the little magnifying glass
| | 02:55 | icon when you hover over a keyword to
get even more data from a tool called
| | 02:59 | Google Insights for Search.
| | 03:01 | Although it's not part of AdWords, this
is a great tool that helps you gain more
| | 03:06 | insights into how people use this
keyword, how it's trending, and how it stacks
| | 03:10 | up to other keywords.
| | 03:12 | I'd highly suggest that you take
some time to play with this tool.
| | 03:15 | Lastly, off to the left, you've got a
nice little summary block of all the
| | 03:20 | keywords on your list.
| | 03:21 | In this case you can see that if you
decided to use all of these keywords,
| | 03:25 | you'd end up with somewhere
around 25 to 30 clicks a day.
| | 03:29 | You'd be spending somewhere in
the $30-35 range each day as well.
| | 03:33 | One of the most difficult things to do
in AdWords is to predict what kind of a
| | 03:37 | response you'll get from what
levels of bidding and budget.
| | 03:40 | Tools like this one can help give you
insight and guidance as you add new
| | 03:44 | keywords to your account or change
bids and budgets on existing campaigns.
| | Collapse this transcript |
| Widening the net with keywords| 00:00 | Sometimes your ads don't get enough exposure
and you find yourself in need of more traffic.
| | 00:05 | This can usually be accomplished
by expanding your keyword list.
| | 00:09 | In your initial keyword research you
probably got a good start in building your
| | 00:13 | keyword list with a good core group
of keywords that are relevant to your
| | 00:17 | business and that people
are actually searching for.
| | 00:20 | But sometimes you've got to dig a
little deeper to find additional keywords
| | 00:24 | that will pull in even more traffic.
| | 00:26 | Remember, we still want
relevant traffic above all else.
| | 00:30 | We're looking to expand our keyword
list here, but we don't want to get the
| | 00:34 | wrong type of traffic.
| | 00:35 | If we expand too far and start
really using general keywords, we'll be
| | 00:40 | attracting irrelevant traffic that isn't
going to convert on our goals and we'll
| | 00:44 | be wasting our advertising dollars.
| | 00:46 | So, how do you identify additional
relevant keywords that can bring you
| | 00:51 | additional valuable traffic?
| | 00:53 | There are several things we can do, and here
are a few places that you might be able to start.
| | 00:59 | If you're selling products, you can add
specific product names, brand names, and
| | 01:03 | model number keywords to your list.
| | 01:06 | Do some quick keyword research to see
if people are actually typing in your
| | 01:09 | brand names or check your Analytics
data to see what keywords people are
| | 01:13 | finding your site by.
| | 01:15 | If people are looking for your brand
then you might want to capitalize on your
| | 01:18 | brand keywords to pull in that traffic.
| | 01:22 | You also might find that there's
search volume on popular model numbers.
| | 01:26 | This is often the case in mechanical
or technical industries, but you'd be
| | 01:29 | surprised at how often
people use these specific queries.
| | 01:33 | And professionals that know exactly
what they're looking for are exactly the
| | 01:37 | types of clicks that you can take
advantage of with your targeted keywords and ads.
| | 01:41 | Product names can also be a
valuable source of more traffic. Expanding your
| | 01:46 | keyword list to include specific
product names can help you reach even more
| | 01:51 | people looking for just what you have to offer.
| | 01:54 | Another great way to expand your
keyword list is to exhaust the different forms
| | 01:59 | of each keyword that you're targeting.
| | 02:00 | Make sure to include both singular and
plural forms of each of your targeted
| | 02:04 | keywords, because if there is traffic
on both the singular and the plural,
| | 02:09 | you can have exact match bids for each,
making your ads perfectly relevant and
| | 02:13 | giving you even more control.
| | 02:16 | You can also look for common
misspellings that have search volume.
| | 02:19 | This doesn't mean that you're now
targeting people who can't spell.
| | 02:22 | It's just that people are often in a hurry.
| | 02:24 | If you sell pizza, then pixxa might
be a good keyword for you, because
| | 02:30 | people are just typing that X that
sits right next to the Z on their
| | 02:33 | keyboards as an error.
| | 02:35 | Check the Keyword tool and you can
find out whether or not these have volume.
| | 02:39 | By the way, pixxa get
searched almost 7000 times a month.
| | 02:44 | You can also find more clicks by
including relevant variations and synonyms of
| | 02:49 | the keywords in your campaigns.
| | 02:51 | Including these types of keywords is
important because users search for all
| | 02:55 | kinds of things when they're looking for you.
| | 02:56 | For example, different people
looking for an LCD TV might be searching on
| | 03:02 | different things. One may search for
just LCD TV where another may spell out the
| | 03:07 | word television. One might type out
Liquid Crystal Display and another might
| | 03:12 | call it a television set.
| | 03:14 | The more variations that you have,
the more likely your bids will put your
| | 03:18 | ads in front of the right searchers, with
exactly the same phrasing that they have used.
| | 03:24 | Synonyms can be just as important.
| | 03:26 | For example, two users looking for
tennis shoes might search differently.
| | 03:31 | One might search on the term tennis
shoes, while another may search for
| | 03:34 | sneakers, and if we're selling
internationally, then don't forget to include
| | 03:38 | trainers in there too.
| | 03:41 | These are just a few of the ways that
you can expand your keyword list and find
| | 03:44 | lots of opportunities. And they work
because your competitors probably aren't
| | 03:48 | doing a very good job of this.
| | 03:50 | the more specific that you can be,
the more relevant your bids will be to more
| | 03:55 | searches and you can
capture all of these opportunities.
| | 03:58 | So dig a little deeper into your
keyword research and think about all the
| | 04:02 | different ways that your products and
services can be described and you'll
| | 04:06 | be able to expand your reach while
still attracting relevant, highly targeted clicks.
| | Collapse this transcript |
| Getting more clicks with bids| 00:00 | We've talked about the AdWords bidding
process at length in this course, but
| | 00:04 | another important aspect of bids in
AdWords is understanding how and when to use
| | 00:09 | them to get more clicks, and maybe
even more importantly, how and when not to
| | 00:13 | use them to get more clicks.
| | 00:16 | The bid price that you set for your
keywords is one factor that determines if
| | 00:20 | and where on the page your ad will be displayed.
| | 00:23 | But it's important to
remember that it's just one factor.
| | 00:27 | Your quality score, your budget, and the
keywords themselves also play a role in
| | 00:31 | determining if you're in the first
position or if you don't make the cut.
| | 00:35 | So you don't want to use the throw
money at the problem approach to get more clicks,
| | 00:40 | because more often than not you'll
be throwing that money right into the trash.
| | 00:45 | If you want to get more clicks, then
the first step is to understand your
| | 00:49 | quality score and how it plays into the
performance of your keywords and your ads.
| | 00:54 | Then you want to look for opportunities
to expand your keywords to target more
| | 00:58 | of the right kind of traffic.
| | 01:01 | Once you have those down, we can look
into managing our bids to try to boost the
| | 01:05 | number of clicks that we're getting.
| | 01:07 | Remember, we set the
default bid at the ad group level.
| | 01:11 | This bid is then applied to all the
keywords in that ad group unless we adjust
| | 01:15 | bids for individual keywords.
| | 01:17 | In order to get more clicks, you could
just increase the default bid for your
| | 01:21 | whole ad group, but that's
more of an all or nothing gamble.
| | 01:25 | A better approach is to look at
individual keyword performance and adjust
| | 01:29 | our bids from there.
| | 01:31 | There are several factors that we can
analyze and adjust to improve our ad
| | 01:35 | position and potentially bring
in more clicks using our bids.
| | 01:38 | Let's start with the low-hanging fruit.
| | 01:41 | AdWords tells you right there in the
interface which keywords have a bid that's
| | 01:45 | too low to get your ad on the
first page of search results.
| | 01:49 | In general, ads beyond that first page
are not going to get many clicks, because
| | 01:54 | fewer people get beyond the
first page of search results.
| | 01:57 | So these are easy keywords to start
adjusting your bids for, but you don't
| | 02:01 | want to do this blindly.
| | 02:03 | Only adjust these bid prices if
the keywords have potential for you.
| | 02:07 | Ask yourself some questions first.
| | 02:10 | Is this word really relevant to my business?
| | 02:12 | Would this word do better in another ad group?
| | 02:14 | Do I have a landing page on my site
that's appropriate for this keyword?
| | 02:20 | The idea is that we're not just trying to
increase the bid price and get more clicks;
| | 02:24 | we're trying to get more
clicks that are likely to convert.
| | 02:29 | So let's say that the keywords we're
looking at all have good answers to these
| | 02:33 | questions and let's say that we
go ahead and make these changes.
| | 02:36 | The process to actually change a
keyword level bid is pretty simple.
| | 02:40 | From the Keywords tab, click on the bid
price in the Max CPC column and enter
| | 02:45 | the new bid in the box that pops up.
| | 02:48 | Then go ahead and save it.
| | 02:49 | You'll see now that our status is
set to Eligible and the bid in the Max
| | 02:53 | CPC column has changed.
| | 02:55 | But don't forget about this keyword.
| | 02:58 | Make sure to keep an eye on it over
the next few days and make sure that it's
| | 03:01 | performing up to expectations and
not just spending more of your money.
| | 03:06 | Another thing that we can look at is the
average position of our keywords in general.
| | 03:11 | On average, do our keywords display on
the bottom of the page or even on the
| | 03:15 | second page most of the time?
| | 03:17 | Remember, the first position may not
always be ideal and the last position is
| | 03:21 | not always a death sentence.
| | 03:23 | You want to take a look at how your
particular keywords perform and determine
| | 03:27 | the optimal position for you, that's a
balance between the volume and the quality of
| | 03:32 | the clicks that you're getting.
| | 03:33 | Then you can adjust your bids
to try to achieve that position.
| | 03:38 | To see your average positions,
navigate to the Keywords tab and look at the
| | 03:42 | Average Position column.
| | 03:44 | Now you want to take a look at how your
keywords are converting in their various positions.
| | 03:49 | If you're linked with Google
Analytics, you even have a report called the
| | 03:52 | Keyword Positions Report within the
AdWords section that will break down things
| | 03:56 | like conversion rate by the
position where your ads are shown.
| | 04:00 | In most cases, you'll find that the
best performing ads are not in the first
| | 04:05 | position, but they're
not in the last one either.
| | 04:07 | In fact, they're usually just
about in the middle of the page.
| | 04:11 | So now we have some data to use
when making our bid decisions.
| | 04:16 | Another method to try to bring in more
clicks is to just plain get more impressions.
| | 04:20 | It stands to reason that the more
times your ad show, the more opportunity
| | 04:24 | there is for a click.
| | 04:25 | But as we said earlier, bids are just one
factor in determining how often you show.
| | 04:30 | So you don't want to just go around
your account increasing all of your bids.
| | 04:34 | This is where the Bid
Simulator tool can help you.
| | 04:37 | You can access the Bid Simulator when you're
looking at your keywords on the Keyword tab.
| | 04:42 | In the Max CPC column, there is a
little graph icon to the right of the dollar
| | 04:46 | value and clicking on it
will open the Bid Simulator.
| | 04:49 | Here's what it looks like.
| | 04:51 | You can see that this tool gives me
an idea of what I can get in terms of
| | 04:55 | impressions for different bids.
| | 04:57 | As the dollar values in the Max CPC
column increase, it's estimating how many
| | 05:01 | total impressions and how many top of
page impressions I would get if I were to
| | 05:06 | change my Max CPC bid to those values.
| | 05:10 | So as you can see, there are quite a
few ways to use keyword specific bids to
| | 05:14 | increase the number of targeted
clicks that we can get from our campaigns.
| | 05:18 | If you remember just one thing from
this video, remember that you don't want to
| | 05:22 | just blindly go around increasing your bids.
| | 05:24 | But if you look at all the other data
that you have access to, you can use your
| | 05:29 | bids intelligently to get more clicks
that are more relevant and more likely to
| | 05:33 | result in conversions.
| | Collapse this transcript |
|
|
14. Optimizing for ConversionsDefining your goals and measuring ROI| 00:00 | AdWords and paid search in general has
revolutionized the advertising world in a
| | 00:05 | lot of ways, but the biggest change
by far has been in accountability.
| | 00:09 | Google folks often say that
advertising in the past was a
| | 00:12 | faith-based initiative.
| | 00:14 | You pay your money for the billboard
or the Super Bowl ad and you just had to
| | 00:17 | have faith that it was going to work.
| | 00:20 | Online advertising brings with it the
ability to track the performance of your
| | 00:24 | campaigns, your ad groups, and your keywords
right down to who saw what ad, what they did,
| | 00:29 | and even how much money they made you.
| | 00:32 | Let's take a look at our Two Trees
Olive Oil site and walk through how we go
| | 00:35 | about measuring the success or the
failure of our AdWords campaigns.
| | 00:39 | Let's start out with profit.
| | 00:41 | Let's say that you sell each bottle of
oil for $45 and without advertising the
| | 00:46 | total of all your cost to get
that bottle out the door is $15.
| | 00:51 | This means that you make
$30 profit on every sale.
| | 00:53 | Well, ROI is actually a
fairly simple calculation.
| | 00:57 | We just take the return on our
transaction, we subtract the investment we had to
| | 01:01 | make to get that transaction, and
then we divide it by that investment.
| | 01:05 | It's easier to think of it like this.
ROI is just our profit minus our costs,
| | 01:09 | divided by those costs, which in our
case here is just our AdWords spend.
| | 01:14 | Let's go through an example of
evaluating the performance of an AdWords
| | 01:18 | campaign from start to ROI.
| | 01:20 | So here are all the campaigns that
I've got running and the number of times
| | 01:24 | that my ads have been shown for each one.
| | 01:27 | So it looks like the garlic and the
jalapeno lovers are leading the pack out there,
| | 01:30 | but remember, I don't sell
bottles of olive oil by showing ads.
| | 01:34 | I also need people to click on them.
| | 01:36 | So let's look at the Clicks column
and we can also see click-hrough rate,
| | 01:40 | which is just the number of clicks
divided by the number of impressions.
| | 01:45 | Here we can see a pretty vast range
of clickthrough rates. Take the Lemon
| | 01:48 | campaign for example.
| | 01:50 | The campaign only had about 1500 ad
impressions, but a full 10% of the people
| | 01:55 | who saw those ads clicked on them.
| | 01:57 | And take a look at Rosemary,
a 15% click-through rate.
| | 02:01 | This usually means that we're
targeting the right people and that our ads are
| | 02:04 | pretty compelling to them, but don't
forget that raw volume matters too.
| | 02:08 | Even with around of 4% click-through
rate, our garlic and jalapeno campaigns
| | 02:13 | brought in about three times as much
traffic as lemon and rosemary combined.
| | 02:18 | So now we can see which of our
campaigns are getting triggered for lots of
| | 02:21 | searches and are enticing and targeted
enough, to get those searchers clicking.
| | 02:26 | Now it's time to take a look at
how much those clicks are costing us.
| | 02:30 | Remember, cost is a major
component of our ROI calculation.
| | 02:35 | Our average cost-per-click and total
cost for each campaign looks like this.
| | 02:41 | AdWords calculates both of these columns
for us and we can see that some clicks
| | 02:45 | are pricier than others.
| | 02:47 | And to figure out if those clicks are
worth their price, we need to find out how
| | 02:51 | many of them turned into conversions.
With either the Google AdWords conversion
| | 02:55 | tracking feature or with Google
Analytics, we've got both conversion rate and
| | 02:59 | raw conversion data right at our fingertips.
| | 03:02 | Here we can see that while the
unflavored campaign triggered lots of ad
| | 03:06 | impressions and brought in a hundred
clicks, only eight of them turned into
| | 03:09 | customers for a conversion rate of 8%.
| | 03:12 | Take that in comparison to the garlic
lovers. They're converting at over 20%
| | 03:17 | and it led to 75 sales.
| | 03:19 | Okay, now we're getting very close to
having everything we need to calculate our ROI.
| | 03:25 | Remember our formula.
| | 03:27 | We know that each bottle
sold makes us $30 in profit.
| | 03:30 | So now we just need to know how much
it costs us to sell each bottle in our
| | 03:34 | different campaigns.
| | 03:36 | That metric is known as the cost-per-
conversion and it's one of the most
| | 03:40 | important metrics in all of AdWords.
| | 03:42 | This is calculated by dividing the total
cost by the total number of conversions.
| | 03:48 | Here we can see that some of our
campaigns have a very low cost-per-conversion,
| | 03:52 | and lower is better, but some of them
are costing us even more than the purchase
| | 03:56 | price of a bottle of olive oil.
| | 03:59 | Now we have all the pieces
in place to calculate our ROI.
| | 04:03 | We've got our profit and
our cost-per-conversion.
| | 04:06 | So let's run the numbers and take a look.
| | 04:08 | Here higher is better.
| | 04:10 | If you've got a positive ROI, you're
making money, and if your ROI is negative,
| | 04:15 | well, that means you're losing money
on every time that you sell a bottle.
| | 04:19 | Now your next question is probably
going to be how much am I making or losing.
| | 04:24 | And as it turns out, ROI doesn't tell
us the whole story because it's just a
| | 04:28 | percentage and it doesn't
take into account volume.
| | 04:30 | For example, if you went purely by ROI,
you'd see that the mandarin orange
| | 04:35 | campaign is by far your top performer at 900%.
| | 04:39 | The problem is that's 900% on only
two bottles sold, and while that margin
| | 04:44 | is great, two bottles sold will not be
enough to put anybody's kids through college.
| | 04:49 | So the final metric that we need is net profit.
| | 04:52 | This takes that volume into account
and tells us our true winners and losers.
| | 04:57 | We calculate this by taking the number
of conversions and multiplying it by the
| | 05:01 | profit per conversion, and then
we just subtract our total cost.
| | 05:05 | So now let's take a look at our campaigns.
| | 05:08 | This is how we figure out where to
focus our efforts on optimization.
| | 05:11 | While our Garlic and Jalapeno
campaigns are a big success,
| | 05:15 | our Rosemary and Unflavored
campaigns need to be worked on.
| | 05:18 | And while Mandarin is highly
profitable, it's a small niche at best.
| | 05:23 | Now, would be a great time to dig into
those Rosemary and Unflavored campaigns
| | 05:28 | in more detail, to see what's happening.
| | 05:30 | Remember, even though we did our
calculations here at the campaign level,
| | 05:34 | you can do this at the ad group, the
keyword, or even the ad level to see what
| | 05:38 | specifically is going wrong
and then start fixing it.
| | 05:41 | And don't forget to bring in your
Analytics data to dive even deeper, or maybe
| | 05:45 | you want to run some experiments with
Website Optimizer to start tuning your
| | 05:48 | site to these specific visitors.
| | 05:51 | Our goal in advertising is simple.
| | 05:53 | Make more money on our
sales than we spend to get them.
| | 05:56 | The AdWords system gives us all the
numbers we need to truly evaluate the
| | 06:00 | effectiveness and the profitability of
our campaigns to just about any level of
| | 06:04 | detail and ultimately this is how
we can make data-driven decisions to
| | 06:09 | continually improve our marketing efforts.
| | Collapse this transcript |
| Understanding conversion metrics and using the Conversion Optimizer| 00:00 | We've talked a lot about conversions up
until this point and just how important
| | 00:04 | they are to evaluating the
success or failure of your account.
| | 00:08 | Depending on your business objectives,
your conversions can be any desired
| | 00:12 | action from a user, from making a
purchase to subscribing to your newsletter or
| | 00:16 | downloading a white
paper or anything in between.
| | 00:19 | Within the AdWords interface, there
are two things we want to look at in this
| | 00:23 | video that will help you
optimize your account for conversions.
| | 00:26 | First, once you've started using
conversion tracking, there are a host of
| | 00:30 | metrics that you can use to help you
understand how your campaigns, ad groups,
| | 00:35 | keywords, placements, and ads are
performing in terms of getting new
| | 00:38 | conversions at what price.
| | 00:41 | You've also got a feature called the
Conversion Optimizer, which can help you
| | 00:45 | streamline the bidding process by
optimizing your placement in the auction to
| | 00:48 | make sure you're getting as many
conversions as possible, not just clicks.
| | 00:53 | But before you can see the conversion
metrics or use the Conversion Optimizer,
| | 00:57 | you've got to turn on something
called conversion tracking in your account.
| | 01:01 | If you're not sure how to do this,
check out the videos in this course about
| | 01:05 | using the AdWords conversion tracking.
| | 01:08 | Assuming you've already got conversion
tracking enabled, you'll have additional
| | 01:12 | columns of metrics related to
conversions throughout your account.
| | 01:16 | Let's go over some of the most important
conversion metrics for you to be looking at.
| | 01:20 | And remember, you'll get these columns
at just about any level of granularity.
| | 01:24 | Here let's drill down into our Olive
Oil campaign and take a look at these
| | 01:28 | columns in the context of our ads.
| | 01:31 | First, the Conversions column just
counts the number of conversions that you've
| | 01:34 | accumulated for the
timeframe that you're viewing.
| | 01:37 | And it's important to note
what that 1-per-click means.
| | 01:40 | These conversions are counted if an
ad click results in a conversion action
| | 01:44 | anytime within 30 days of
that ad click happening.
| | 01:48 | But no matter how many times someone
converts after that click, they'll only be
| | 01:52 | counted as one conversion here.
| | 01:54 | Now if your conversion is having
people sign up for a sweepstakes once a day
| | 01:58 | until you announce a winner, then
this doesn't make much sense to you.
| | 02:02 | And you're in luck.
| | 02:03 | There's a whole other set of
columns that you can enable that use a
| | 02:06 | Many-per-click data collection method.
| | 02:08 | And if it makes more sense to you,
then go ahead and swap these out in
| | 02:12 | your column settings.
| | 02:15 | Next, we've got the Cost-Per-
Conversion column, which just divides the total
| | 02:19 | cost by the number of conversions
that have resulted from that row of data.
| | 02:23 | In this case, an ad.
| | 02:25 | This is one of the most
important metrics you've got.
| | 02:28 | If it's costing you $20 to sell your
$5.99 bottle of flavored olive oil, then
| | 02:33 | you're bleeding money.
| | 02:35 | But if you can get that down below
your breakeven point, then you've got a
| | 02:38 | profitable ad running.
| | 02:40 | The Conversion rate column just divides the
number of clicks by the number of conversions.
| | 02:45 | It's the percentage of people who click on
your ad that end up converting on your goal.
| | 02:49 | This is one of those key metrics you'll
look at when evaluating an ad or a keyword.
| | 02:54 | Typically, the higher the
conversion rate, the better off you'll be.
| | 02:57 | But don't look at this
metric in a vacuum either.
| | 03:00 | If you're doing a great job of
converting customers at an unprofitable cost per
| | 03:04 | conversion, you're just losing money faster.
| | 03:07 | Next, we got the View-through
conversions column, which counts the number of
| | 03:12 | online conversions that happened
within 30 days after a user saw but did not
| | 03:16 | click a display ad on one of the
sites in the Google Display Network.
| | 03:21 | I like to think of this as
something like an assist in basketball.
| | 03:24 | It wasn't directly responsible for the
conversion, but the assumption is that it
| | 03:28 | had something to do with it.
| | 03:30 | Now there's a debate around just how
useful this metric is and you could argue
| | 03:34 | that just because an ad was shown on
a page you visited doesn't mean you
| | 03:37 | actually saw the ad.
| | 03:39 | How many ads can you remember
from the last web site you visited?
| | 03:43 | And did you bother to read
any of those ads by Google?
| | 03:46 | Maybe not, but the fact is while we
can debate just how much these had to do
| | 03:50 | with the ultimate conversion,
| | 03:52 | it's still one more metric we can use to
determine which of our ads we ought to be showing.
| | 03:57 | At the end of the day, if I'm testing
two ads that are otherwise identical, I'll
| | 04:01 | pick the one with the
higher View-through conversions.
| | 04:04 | If you've established values for your
conversions, then there are some more
| | 04:08 | columns that you can enable.
| | 04:09 | And you can see them again by
enabling them from the column settings.
| | 04:15 | So now that you can see what's
going on in your account with respect to
| | 04:18 | conversions, you can use this
information to make decisions on how you might
| | 04:22 | want to optimize your campaigns, your ad
groups, your keywords, your placements,
| | 04:26 | and your ads to get more conversions,
reduce your cost-per-conversion, and make
| | 04:31 | sure you're getting the best
return on your advertising investment.
| | 04:34 | Some common optimization tasks might be
deciding to pause specific keywords or
| | 04:39 | placements that aren't getting you any
conversions or that are costing you too
| | 04:43 | much for the conversions
that they are getting you.
| | 04:45 | You might decide to change the match
type of keywords that are getting a lot of
| | 04:49 | impressions, but not a lot
of clicks or conversions.
| | 04:52 | This could be an indication that
you're attracting too broad of an audience.
| | 04:55 | You might try out different landing
pages to increase the relevance between a
| | 04:59 | keyword or an ad in the page that
visitors are taken to so that you can
| | 05:03 | increase the likelihood of a conversion.
Or maybe you want to change a bid price
| | 05:07 | to see if you can bring down your cost-
per-conversion or target a certain ad
| | 05:11 | position that draws more qualified clicks.
| | 05:14 | There are lots and lots of dials and
knobs that you can play with to tweak
| | 05:17 | your AdWords account and you can quickly find
yourself in an endless state of optimization.
| | 05:23 | And while you have lots and lots of
control, this can be a lot of work and there
| | 05:27 | are only so many hours in the day.
| | 05:29 | This is where Conversion
Optimizer can really help.
| | 05:32 | And I definitely suggest that you try
this out as soon as you've accumulated
| | 05:36 | enough conversion data to
make the option available.
| | 05:39 | Conversion Optimizer needs a little
bit of conversion history to begin
| | 05:42 | working in your favor.
| | 05:44 | You'll need to turn on conversion
tracking and get 15 conversions worth of
| | 05:48 | conversion history before you can use
this feature. And those 15 conversions
| | 05:53 | have to have happened within the last 30 days.
| | 05:56 | If you meet that criteria to use the
Conversion Optimizer, all you need to do is
| | 06:00 | head over to the Bidding option
setting at the campaign level.
| | 06:04 | Remember, changes you make here
will affect all the ad groups in this
| | 06:08 | campaign, so as always, it's
important to spend some time organizing your
| | 06:12 | account well in the first place.
| | 06:14 | When you choose the Conversion
Optimizer, you're no longer bidding for clicks
| | 06:18 | or impressions. You're telling the
system to get you as many conversions as
| | 06:22 | possible according to your cost per
acquisition or the amount you pay for a conversion.
| | 06:27 | To put this simply, if you make $20 on
a conversion in profit, then that's your
| | 06:32 | breakeven point for your cost-per-conversion.
| | 06:35 | If you can get conversions for less
than that, you're making money. Any more,
| | 06:38 | and you'll be losing money.
| | 06:40 | With the Conversion
Optimizer, you have two choices.
| | 06:43 | A Max CPA bid or a Target CPA bid.
| | 06:46 | With Max Cost Per Acquisition bids,
we're talking about the absolute maximum
| | 06:51 | you'd be willing to pay for a conversion.
| | 06:53 | And remember, what you actually end up paying
for these conversions can be quite different.
| | 06:58 | Here you can choose one of two settings.
| | 07:00 | First, you can use the recommended
maximum bid that AdWords figures out for you
| | 07:05 | with your past conversion
rate and your current CPC bids.
| | 07:08 | If that doesn't work for you, you
can also set a custom bid instead.
| | 07:13 | The second option is to set a Target
CPA bid and if you select this you'll
| | 07:18 | be able to define a Target Cost Per
Acquisition at the ad group level within this campaign.
| | 07:24 | Once Conversion Optimizer has been
activated, the system will automatically
| | 07:29 | adjust your bids to get you the
most conversions that it possibly can.
| | 07:33 | Behind the scenes, it's actually
building a profile for everyone who converts on
| | 07:37 | your campaigns based on
the data that it's collecting.
| | 07:40 | It uses everything from the browser the
visitor is using, to the time and date
| | 07:44 | of the visit, to the language
settings that the visitor has.
| | 07:47 | Now when AdWords is figuring out
whether or not to show your ad, it evaluates
| | 07:52 | the individual against the profiles
it's created and it determines whether or
| | 07:56 | not the user is likely to convert
and how much it would cost to position
| | 08:00 | yourself for the click.
| | 08:01 | If the user is deemed not likely to
convert, then the system will automatically
| | 08:06 | bid lower to prevent wasting a click.
| | 08:08 | So as just one little example, if you
sell computer software for Windows and
| | 08:13 | Conversion Optimizer knows that people
using Safari tend to be on Macs, they're
| | 08:17 | not likely to convert and the system
will automatically bid lower each time
| | 08:21 | that a query comes in from someone using Safari.
| | 08:24 | The bottom line is that this system is
working for you and in my experience
| | 08:28 | with this tool it tends to do a pretty good job.
| | 08:31 | Of course, the more traffic you get
and the more conversions you have,
| | 08:35 | the bigger the data set and the better
job that Conversion Optimizer can do.
| | 08:39 | So hopefully at this point you can
see how to use conversion data and the
| | 08:43 | Conversion Optimizer feature to make
sure that you're getting something back for
| | 08:47 | your advertising spend.
| | 08:49 | Remember, whether or not you spent your
budget is not a good way to measure the
| | 08:53 | success or failure of a campaign.
| | 08:55 | The conversion data is the key to
measurability, which is one of online
| | 08:59 | advertising's greatest assets.
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|
|
15. Working Offline with AdWords EditorUnderstanding AdWords Editor| 00:00 | The AdWords Editor is a desktop
application that you can download for free and
| | 00:05 | use to edit and manage your
AdWords campaigns offline.
| | 00:09 | Regardless of the size of your account
or how many accounts you're managing,
| | 00:12 | the AdWords Editor can be a real timesaver.
| | 00:15 | It streamlines the editing and
management process, making everything from quick
| | 00:20 | fixes and changes the bulk edits
much quicker and much more efficient.
| | 00:24 | While you could theoretically use
the AdWords online interface to manage
| | 00:28 | accounts with hundreds or thousands
of keywords in them, after you've tried
| | 00:32 | the AdWords Editor, you'll find that it's so
much faster that you'll probably never go back.
| | 00:38 | And even for smaller accounts ,as you
start working with your campaigns and get
| | 00:42 | into the day-to-day management and
optimization, you can use the AdWords Editor
| | 00:46 | to streamline your workflows.
| | 00:48 | In this video, we're going to touch on
some of the key features of the AdWords Editor,
| | 00:53 | but we'll go into more
detail on each later in this section.
| | 00:57 | First, AdWords Editor was designed
to allow you to work offline and save
| | 01:01 | your changes as you go.
| | 01:03 | You essentially download your account
and then take it with you, even if you
| | 01:07 | don't have an Internet connection.
You can make your changes and then next time
| | 01:11 | you're back in the office or connected,
you just upload all of those changes
| | 01:15 | back to your account.
| | 01:16 | Second is probably the most useful.
The editor gives you the ability to do bulk
| | 01:21 | editing of your account.
| | 01:22 | As your account gets larger and you
start optimizing more and more aspects of
| | 01:27 | your campaigns, you'll be
grateful for this feature.
| | 01:30 | Select a keyword and quickly copy and
paste it to edit back to your ad group,
| | 01:35 | but this time with multiple match types.
| | 01:37 | Even better, there is no need to start
from scratch for every new ad group that
| | 01:41 | you want to create when you use the editor.
| | 01:43 | Copy an existing ad group, paste it
into a campaign, and then just make the
| | 01:47 | adjustments needed to the
keywords, the ads, and the bids.
| | 01:51 | That's much quicker than going through
the whole process of creating a new ad
| | 01:54 | group in the online interface.
| | 01:57 | Third, the advanced search features in
the AdWords Editor will quickly become
| | 02:01 | something that you'll find
you just can't live without.
| | 02:04 | Imagine the situation where you have
half a dozen campaigns with 20 ad groups apiece
| | 02:08 | with 25 keywords and
three ads inside each of those.
| | 02:12 | Suddenly, you've got thousands of
keywords and you're approaching a hundred ads.
| | 02:17 | Now what happens if you're
discontinuing blue shoes, but the blue shoe keywords
| | 02:22 | and ads are scattered
across all of these ad groups.
| | 02:25 | The editor's advanced search makes it
easy to pull them all up at once and then
| | 02:30 | use those bulk edit features to
pause or delete them all at once too.
| | 02:35 | But the search features go far beyond
that and we'll get into all of the ways
| | 02:38 | it will make your life easier in
the other videos in this chapter.
| | 02:42 | Whether you're a one-man show or part
of a large marketing department, there
| | 02:46 | will undoubtedly be a need to get a
second opinion on things like that bid
| | 02:50 | adjustment or on that ad that you
just wrote. Or maybe you need the boss's
| | 02:54 | approval on your account structure
before you take the new one live.
| | 02:58 | That's where the collaboration
features of the AdWords Editor will save you a
| | 03:02 | lot of time and frustration.
| | 03:05 | You can setup a whole new account,
or optimize an existing account with a
| | 03:09 | large number of changes.
| | 03:10 | Then before you upload those changes
back to the live account, simply use the
| | 03:15 | Export for sharing option to share
what you did with whoever may need to
| | 03:19 | review your changes.
| | 03:21 | Your colleague or your boss can see all
of your changes highlighted for review.
| | 03:25 | They can even accept or reject what you
propose and send their ideas back to you.
| | 03:31 | When it comes to tasks like expanding
keywords to reach a broader audience,
| | 03:35 | splitting up ad groups for tighter
themes, finding that one obscure keyword
| | 03:39 | wherever it lives in your account, or
collaborating across the office or across
| | 03:43 | the world, AdWords Editor can help.
| | Collapse this transcript |
| Using AdWords Editor| 00:00 | The AdWords Editor is a free tool
that you can download and use to help
| | 00:04 | manage your account.
| | 00:05 | It can help you save time, manage more
complex accounts, and collaborate with
| | 00:09 | others in your management workflow.
| | 00:11 | Let's take a look at how to use the AdWords
Editor and some of its most useful features.
| | 00:15 | First off, you'll need to install it
and the easiest way to do that is to open
| | 00:20 | up a brrowser and go to
google.com/adwords/editor.
| | 00:24 | This will direct you to the right place
and all you have to do is click the big
| | 00:28 | blue button in the top right, making
sure that either Windows or Mac is selected
| | 00:33 | depending on your operating system.
| | 00:35 | Go through the installation
instructions and when you're done, open up
| | 00:38 | the AdWords Editor.
| | 00:39 | Click on File > Open Account and
then click the Add Account button.
| | 00:44 | Next, you'll have to log in with the email
address and password that you use to access AdWords.
| | 00:53 | Now you can choose to download all the
campaigns in this account or just select
| | 00:57 | the ones you want to work with.
| | 01:03 | You'll then see the progress of the
download and once it's complete, you'll see
| | 01:07 | it in the tree view over on the left-hand side.
| | 01:13 | Navigating through the AdWords Editor is
pretty straightforward, but some things
| | 01:17 | are different than the online interface.
| | 01:19 | The tree view to the left
should look very familiar to you.
| | 01:22 | You can expand and collapse campaigns and
drill into ad groups just like you do online.
| | 01:27 | Across the top, you've got your tabs
which you can use to select whatever
| | 01:31 | you want to work with.
| | 01:32 | You can see Ad Groups, Keywords,
Placements, Ads, Audiences, and Extensions just
| | 01:37 | like when you're in the main
Campaigns tab of the online interface.
| | 01:40 | You've still got columns of data here
and you can use the icon at the far right
| | 01:44 | side to change what metrics you're looking at.
| | 01:47 | Note that you can also just drag
column headers around to order them.
| | 01:50 | Unlike the online interface,
here you've got toolbars.
| | 01:54 | The top one is reserved for account
level activities like downloading,
| | 01:58 | uploading, or checking changes, as
well as the option to download all the
| | 02:02 | performance statistics.
| | 02:03 | You should get in the habit of
clicking that Get Recent Changes button every
| | 02:07 | time you work in here to make sure that
you are synced up to the live account.
| | 02:11 | The toolbars under the tabs will change
depending on what tab you've selected
| | 02:15 | and we'll go over some of
the most useful in this video.
| | 02:18 | The main area of the screen is
where you'll do all of your work.
| | 02:21 | If you want to edit whatever you're
looking at, just highlight the row and you
| | 02:25 | can see all the options appear below.
| | 02:27 | When you make a change, you get a purple
triangle icon that shows up next to the
| | 02:31 | row where you made your change
and whatever you changed gets bolded.
| | 02:35 | And one of the great features of the
editor is that you can add comments at any time.
| | 02:40 | When you do, a little pin will appear
next to that row, so you can quickly refer
| | 02:44 | back to the notes about whatever you did.
| | 02:48 | I like to add my initials as well as a
date to make it very easy for me to see
| | 02:53 | when and who made changes.
| | 02:54 | This is especially useful when we start
looking at the collaboration features of this tool.
| | 02:59 | Most of the things that you can do in
the online interface you can also do here.
| | 03:03 | If you wanted to add a new keyword for
example, you can just click on the Add
| | 03:07 | Keyword button and type it in.
| | 03:14 | You'll see an error icon pop up in the
row if there are any problems and it
| | 03:18 | goes away when you fix them.
| | 03:20 | And you'll also see the purple plus sign
signifying that you've added something.
| | 03:24 | But all this stuff isn't the exciting part
and I'm not going to spend much time on this.
| | 03:28 | You can play around with this
interface and get comfortable on your own.
| | 03:32 | Let's talk about the things that you
can't do in the online interface that make
| | 03:35 | AdWords Editor especially useful.
| | 03:38 | First, let's talk about bulk changes.
| | 03:41 | Bulk changes are a tremendous timesaver
and you can change things like bids,
| | 03:45 | keywords, match types, destination URLs,
and much more for multiple ads and
| | 03:49 | keywords all at one time.
| | 03:51 | Let's run through an example.
| | 03:53 | We'll select one of our ad groups from
the editor tree and then the Keyword tab
| | 03:57 | to see all the keywords in that ad group.
| | 03:59 | Now we can make all kinds of different
types of bulk changes to these keywords.
| | 04:04 | First, let's select them all either
using the Edit menu at the top of the screen
| | 04:08 | or by right-clicking on any
keyword and choosing Select All.
| | 04:12 | Now with all the keywords selected,
any changes we make in the editing panel
| | 04:16 | below will apply to
everything that we have selected.
| | 04:19 | For example, we can change all the
keywords from broad to exact match type or
| | 04:25 | we could pause them all at the same time.
| | 04:28 | Bulk changes like this can be made to
any of the data in your account, not just
| | 04:32 | the keywords that we looked at in this example.
| | 04:34 | Another editing feature worth talking
about is the ability to copy and move
| | 04:38 | things around between campaigns,
ad groups, and even accounts.
| | 04:42 | This can be a real timesaver when
splitting ad groups to improve clickthrough
| | 04:46 | rate and quality score, or taking a
well-performing campaign on the search
| | 04:50 | network and duplicating it to set
up for the Google Display Network.
| | 04:54 | There are two ways that you can copy
and move data with the AdWords Editor.
| | 04:59 | First is a basic copy and paste that
you're probably already familiar with
| | 05:02 | from other programs.
| | 05:04 | Let's take a search campaign and copy
it so that we can set it up as a display
| | 05:08 | network campaign as well.
| | 05:10 | First, we select the campaign in the
account tree and then select the Campaigns
| | 05:14 | tab on the main screen so that the
campaign we want to copy is highlighted.
| | 05:19 | Now it's just a matter of right-clicking
on the campaign name and selecting Copy.
| | 05:23 | Just paste it back into the account,
right-clicking on the account name at
| | 05:27 | the top of the account tree, and
selecting Paste so that we'll have a copy of
| | 05:31 | the entire campaign.
| | 05:37 | We can also move items around in our
account with a simple drag-and-drop.
| | 05:42 | You can use this feature with ad groups,
ads, keywords, and just about any other
| | 05:46 | component of your account.
| | 05:48 | Let's take a look at how you would move
a keyword from one ad group to another.
| | 05:52 | Select the ad group that contains the
keyword we're going to move in the account
| | 05:56 | tree on the left and then
click on the Keywords tab.
| | 05:59 | Then click on the keyword and simply drag it
over to the new ad group in the account tree.
| | 06:05 | In this case, we'll place lemon olive
oil in the Flavored Olive Oils ad group.
| | 06:09 | We can see it's been crossed out here,
and if we go to our Flavored Olive Oils
| | 06:13 | ad group, it's been added.
| | 06:15 | And while we're working with keywords,
let me show you two other tools that I
| | 06:19 | like to use in the AdWords Editor.
| | 06:21 | The first is the Find Duplicate
Keywords tool, and this is a quick way to
| | 06:25 | identify where you might be bidding
on the same term in different ad groups,
| | 06:29 | potentially competing with yourself and
making it more difficult to manage that keyword.
| | 06:34 | Just click on the Tools menu and select
the Find Duplicate Keywords tool, then
| | 06:39 | select the options that make sense for you.
| | 06:41 | I like to keep the Strict word order,
make sure that duplicates have the same
| | 06:45 | match type, and search
across all of my campaigns.
| | 06:50 | Now you'll see a nice list of your
duplicates all grouped together and you can
| | 06:54 | even do mass selections by Cost Per
Click, Quality Score, or other metrics.
| | 06:59 | This, combined with the editing in bulk,
makes it easy to clean these up across
| | 07:03 | your entire account.
| | 07:05 | The second keyword tool that I like
to use is the Keyword Grouper,and this
| | 07:09 | can be especially useful in breaking up ad
groups into smaller, more relevant themes.
| | 07:15 | Under the Tools menu, select the
Keyword Grouper tool and then tell it which ad
| | 07:19 | group you want to look at.
| | 07:20 | For this example, I'm going to look
at the Flavor Olive Oils ad group.
| | 07:24 | Click on Generate common
terms and then click Next.
| | 07:29 | Here you can see that it's split up
our keywords and grouped them by common
| | 07:32 | themes, and we're only one click
away from having all of these new ad
| | 07:36 | groups created for us.
| | 07:38 | Once we do this, we'll want to go back
in and create new ads that go along with
| | 07:42 | our new tighter themes.
| | 07:44 | But that was a lot faster than trying to do
these one at a time in the online interface.
| | 07:51 | The last two things I want to talk
about in this video are the Advanced Search
| | 07:55 | features in the AdWords Editor
and the collaboration features.
| | 07:59 | To get to Advanced Search, you'll just
select Create or set custom view from the
| | 08:03 | View drop-down at the top of the screen.
| | 08:05 | You can tell the Search tool where to
search in a particular campaign or ad
| | 08:09 | group or leave this first section
blank to search the entire account.
| | 08:13 | Then you can set the
criteria to run the search on.
| | 08:16 | There's a long list of fields that
you can search through, everything from
| | 08:20 | Keyword to Ad Headline to
Destination URL or even Quality Score.
| | 08:24 | Select one of these and then
determine how you want to match your search.
| | 08:29 | Contains, equal to, greater
than, and things like that.
| | 08:32 | Finally, enter your search query and
if you have more search criteria just
| | 08:36 | click on the Add link.
| | 08:40 | You can narrow things down even further
by checking off certain match types or
| | 08:44 | status options, and then to top it off,
you can also select the performance
| | 08:49 | statistics you want your search to match.
| | 08:51 | So to quickly find all of our keywords
that include the word Organic and have a
| | 08:55 | quality score of at least a 5 and have
an average CPC of less than two dollars,
| | 09:01 | we can do a search like this.
| | 09:10 | Now if we wanted to copy and paste these
into a new ad group focusing on Organic
| | 09:15 | Olive Oil, we can do that very quickly.
| | 09:17 | And we can clean up our duplicates and
configure our ads and bids in a matter of minutes.
| | 09:43 | The last topic that we'll
touch on here is collaboration.
| | 09:46 | There are basically four
steps to this whole process.
| | 09:49 | First, you'll make your changes in the
editor and I really encourage you to use
| | 09:53 | that Comments field when you do.
| | 09:55 | Second, you'll share those changes with
others so that they can see what you've done.
| | 09:59 | Third is the review process and this can also
include adding more comments and more changes.
| | 10:04 | The final step is to post the changes
back to the live account once everyone has
| | 10:08 | given their approval.
| | 10:10 | Here's how it works.
| | 10:11 | We've been in this account making
changes and now we want to push them some live,
| | 10:15 | but before we do, I
need to get my boss's approval.
| | 10:19 | So from the File menu, I'll select
Export Changes for Sharing and then I'll
| | 10:23 | select just how much of
my account I want to share.
| | 10:26 | We'll save this off to my computer
and then I'll send it over to my boss.
| | 10:30 | When my boss gets the file, all they
have to do is open up their AdWords Editor
| | 10:34 | and then choose Import
Account Snapshot from the File menu.
| | 10:42 | Now my boss can see all the proposed
changes highlighted in green and if
| | 10:47 | there's any comments, that red
pushpin icon will show up too.
| | 10:50 | They can review my changes one-by-one,
read my comments, and then choose to
| | 10:54 | reject my changes, accept them, or make
changes of their own and add their own comments.
| | 11:04 | If my boss likes everything that I've
done, then it's just a matter of accepting
| | 11:08 | my changes and posting
them back to the live account.
| | 11:12 | If not, all my boss has to do is export
another AES file and then send it back
| | 11:17 | to me and I can begin my review process.
| | 11:20 | There's a lot more to the AdWords Editor
than we've looked at here and I really
| | 11:24 | encourage you to download
and explore this tool further.
| | 11:28 | But these are some of the most useful
features that save you time and make the
| | 11:31 | time you spend managing your
AdWords account much more efficient.
| | Collapse this transcript |
|
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16. TroubleshootingUsing the Ad Preview and Diagnosis tool| 00:00 | Sometimes you want to see if and how
your ads are showing up for searches on
| | 00:04 | different keywords, but
there can be problems with that.
| | 00:08 | You might have excluded your own IP
address to stop your employees and
| | 00:11 | co-workers from seeing your ads and
spending your budget. Or maybe you are
| | 00:15 | targeting California but you are sitting
in New York. Maybe you want to see what
| | 00:19 | your Spanish language campaigns are
looking like but you are set to English, and
| | 00:23 | even if you are eligible to see
your own ads you don't want to.
| | 00:27 | Remember, every impression counts, and
if you see your own ads you've got one of
| | 00:31 | two bad decisions to make.
| | 00:33 | First, you can click on it and
then have to pay for that click.
| | 00:36 | second, you cannot click on it and
then that impression without a click will
| | 00:40 | count towards your clickthrough rate
and have an impact on your quality score.
| | 00:44 | So how do we get to see what our ads
will look like and how do we make sure that
| | 00:48 | the locations and languages that
were targeting are actually working?
| | 00:52 | Well, we do this with the Ad
Preview and Diagnosis tool.
| | 00:56 | Just click on the Reporting and Tools
tab and select Ad Preview and Diagnosis
| | 01:00 | and you'll see a page that looks like this.
| | 01:02 | Here we can type a keyword into the
Preview box to simulate a Google search and
| | 01:07 | the tool will tell us if we are
showing ads for that keyword or not.
| | 01:11 | And even better we can set options to
simulate Google searches on different
| | 01:15 | Google properties, with different
language settings, from different devices and
| | 01:19 | from different geographic locations.
| | 01:22 | If I've got a campaign targeting
French-speaking Canadians on Bell Canada
| | 01:25 | iPhones, just make the
selections and do a search.
| | 01:35 | You'll see the preview of an actual
search results page on Google formatted for
| | 01:40 | and using all of the
settings that you've defined above.
| | 01:44 | Here I can quickly see that I'm not showing
any ads on this search with these parameters.
| | 01:49 | If I had intended to be showing ads to
this group of searchers I can go into
| | 01:53 | my campaigns and adjust my targeting
settings to make sure that I've got the
| | 01:57 | right people in my sights.
| | 01:58 | The Ad Preview and Diagnosis tool can
help you quickly understand how and if
| | 02:03 | your ads are being shown for different
searches to different segments and you
| | 02:07 | can use it as much as you want without
accruing any impressions or clicks that
| | 02:11 | can affect your actual campaigns.
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| Diagnosing keyword problems| 00:00 | The AdWord system is designed to
reward advertisers who have high-quality,
| | 00:04 | relevant, well-performing keywords.
| | 00:07 | And each individual keyword has an
associated quality score that determines
| | 00:11 | whether a keyword is eligible to
participate in the auction, the actual cost per
| | 00:16 | click, and the AdRank.
| | 00:18 | You'll see a box that tells you if
your ads are being triggered, what your
| | 00:21 | quality score is for this keyword bid,
and suggestions for troubleshooting any
| | 00:25 | problems you might have.
| | 00:27 | Remember in general, the higher your
keyword quality score, the higher your AdRanks
| | 00:31 | and the less you pay per click.
| | 00:34 | These are some of the factors that
Google considers when it's calculating
| | 00:37 | your quality scores.
| | 00:39 | Some of these factors are out of
your control, but you can optimize your
| | 00:43 | keywords, your ads, and your
landing pages to help with many of these.
| | 00:48 | Let's go over some of the ways that you
can improve your keyword quality score.
| | 00:51 | Clickthrough rate is the primary
factor used to determine quality score.
| | 00:57 | Essentially searchers vote with their
clicks, helping Google to determine which
| | 01:01 | ads are the most relevant.
| | 01:03 | If your keywords accrue lots of
impressions but very few clicks,
| | 01:07 | your clickthrough rate ends up being low.
| | 01:09 | You can improve your clickthrough
rate by making your keywords more specific
| | 01:13 | and more relevant to your ads, and you
can also restrict your ads from showing
| | 01:18 | on less relevant searches.
| | 01:20 | One way to accomplish this is by using
negative keywords, which prevent your ads
| | 01:25 | from showing on searches
that contain certain terms.
| | 01:29 | Let's take a look at an example
with our Two Trees Olive Oil site.
| | 01:33 | If we have an ad group promoting our
olive oil skincare products then you might
| | 01:37 | think that using the phrase olive oil
as a keyword would be a good idea,
| | 01:42 | but look at all these irrelevant
searches that our ad might show up for.
| | 01:46 | If you're showing an ad for olive oil
hand cream to someone that's trying to
| | 01:50 | find out how many calories are in their
dinner, you are not likely to draw that click.
| | 01:54 | So to improve clickthrough rate here,
add negative keywords that prevent your
| | 01:58 | ads from showing on irrelevant searches.
| | 02:01 | In this example you would add
negative keywords like calories and pasta and
| | 02:05 | dressing and wholesale.
| | 02:07 | Adding negative keywords filters out
irrelevant traffic, but you can also
| | 02:12 | improve the keywords themselves. Rather
than bid on generic keywords like olive oil,
| | 02:17 | you might update your keyword
list to include things like this.
| | 02:22 | With these more specific terms and
tighter match types you won't have to worry
| | 02:26 | about showing up for those relevant
search queries in the first place.
| | 02:30 | Another important factor is the
relevance of the keyword to your ad text.
| | 02:35 | One of the simplest ways to improve keyword
relevance is to just include it in the ad.
| | 02:40 | For example, the keyword Olive Oil
Hand Lotion might trigger this ad.
| | 02:46 | This ad would be rated high for
relevance, since the keyword appears exactly in
| | 02:51 | the title of the ad. Compare that
add variation to something like this.
| | 02:57 | In this variation the keyword Olive Oil Hand
Lotion does not appear in the text of the ad.
| | 03:02 | While the content of the ad is still
related to the products, this version would
| | 03:06 | receive a lower score for relevancy.
| | 03:10 | Remember, to be relevant you want to be
as specific as possible and including
| | 03:15 | the keyword in the title of the ad or
on another line like in the display URL
| | 03:20 | often has the added benefit of
increasing clickthrough rate.
| | 03:23 | People are much more likely to click
on ads that are closer to what they
| | 03:27 | typed into Google, so you'll get the
double bonus of a more relevant ad as
| | 03:31 | well as more clicks.
| | 03:34 | Another option for increasing
keyword quality score is to create new
| | 03:38 | tightly focused ad groups.
| | 03:40 | Let's take a look at these keywords again.
| | 03:42 | These keywords do share the same theme,
but you may be able to increase your
| | 03:47 | quality score by separating them out
into even more specific ad groups and
| | 03:51 | writing even more relevant ads.
| | 03:53 | For example, you could break this down
into a new ad group that would focus on
| | 03:58 | Olive Oil Hand Lotion. Then you could
build a new ad that reads something like this,
| | 04:03 | and you could add more keywords
around olive oil hand lotions and hand
| | 04:07 | lotions that are made from olive oil.
| | 04:10 | A second ad group could then focus on
olive oil hand cream and to increase the
| | 04:15 | relevancy you could use the same ad
here only now you change the headline to
| | 04:20 | match the keywords, like this.
| | 04:23 | Finally take a look at your landing pages.
| | 04:25 | Optimizing landing pages has a direct
impact on keyword quality score and you
| | 04:30 | want to focus on relevant content,
clear navigation, and fast load times.
| | 04:35 | As a quick review, you'll want make
sure that the content on your page is
| | 04:39 | original, useful, and relevant to the keyword,
and the ad that brought the user to the page.
| | 04:44 | You want to make sure that your page is
easy to navigate and includes links to
| | 04:48 | other parts of your web site,
including your privacy policies, terms and
| | 04:51 | conditions, and information
about you and your business.
| | 04:55 | Steer clear of popups and other nasty
things that detract from the user experience.
| | 05:00 | And lastly on your checklist, make
sure that your landing pages load quickly.
| | 05:04 | If you need help with this, head over to
pagespeed.googlelabs.com to get a grade
| | 05:09 | and some tips on how to speed up your site.
| | 05:12 | Focusing on all of these elements can help
you to improve your keyword quality score.
| | 05:17 | In general you want to shoot
for a score of a 7 or above.
| | 05:21 | That's pretty acceptable. But keep on
optimizing until you get that 10 out of 10.
| | 05:26 | Remember, the higher your score the
better your ad placements and the lower your costs.
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ConclusionGoodbye| 00:00 | Well there you have it. All the
essentials to get you up and running as a
| | 00:04 | Google AdWords advertiser.
| | 00:06 | I hope you've enjoyed this course and
that you feel ready to go out there and
| | 00:09 | take advantage of Google AdWords.
| | 00:11 | And remember, a successful online
marketing strategy has three parts.
| | 00:16 | First, you have to attract targeted
qualified traffic to your web site.
| | 00:20 | Second, you have to measure what all
that traffic is doing, turning data into
| | 00:25 | actionable insights that can help
you provide the right experience to the
| | 00:29 | right visitor segments.
| | 00:30 | And third, you need to continually
optimize your traffic acquisition strategy,
| | 00:35 | your landing pages, and your
conversion funnels so that you can turn
| | 00:39 | more and more of those visitors into customers.
| | 00:42 | AdWords is just one part of the
whole Google advertising platform.
| | 00:45 | Google has built tools to help you
advertise online effectively and it's not
| | 00:50 | out of pure altruism either.
| | 00:52 | The more effective that you can be
with your online advertising, the more of
| | 00:56 | your advertising budget goes to
things like AdWords, so it's really in
| | 00:59 | everyone's interest to do everything
possible to ensure that your online
| | 01:03 | marketing dollars are producing a positive ROI.
| | 01:06 | So now that you've checked out Google
AdWords as a way to drive traffic to
| | 01:10 | your web site, I'd also suggest that you look
into two other Google tools, both completely free.
| | 01:16 | Google Analytics can help you measure
everything that's happening on your web site.
| | 01:20 | Where people come from, what they do
while they're on your site, how they go
| | 01:24 | about converting, and where
you lose them along the way.
| | 01:27 | And it's not just measuring AdWords
traffic either. Google Analytics tracks all
| | 01:31 | the visitors to your site,
regardless of how they got there.
| | 01:35 | Lastly, Google Website Optimizer is
a tool that helps you run A/B and
| | 01:39 | multivariate tests to continually
optimize the pages of your web site.
| | 01:44 | By testing out different ideas and
concepts you'll find that you can increase
| | 01:48 | your site's conversion rate by
keeping the things that resonate with your
| | 01:51 | visitors and throwing out the things
that don't. So thanks for watching the
| | 01:56 | Google AdWords Essential Training
and good luck with your own campaigns.
| | 01:59 | And now that you're driving traffic
to your web site, don't forget to check
| | 02:03 | out the Google Analytics and Google
Website Optimizer Essential Training
| | 02:06 | courses here on lynda.com to make sure
that you're getting the most from your
| | 02:10 | online marketing strategy.
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