Google/Adwords Training
I attended the first Adword training for agencies by Google few weeks ago which covered the basics of Adwords and Google Analytics. Some key takeouts:
* If you lay a strong struture/foundation you will ensure high quality score. For eg, create ad groups/campaigns for specific themes, bestselling products, brand/company, product/services etc.
* Ranking is a function of max CPC x QS, which affects cost as well. The higher your QS, the lower your minimum bid and price you will pay per click.
* Build keywords based on goals, if advertiser is ROI-focus.
* Generally each keyword should be used only once for eg red and blue tshirts (tshirts to be used once), otherwise you will be competing against yourself.
* Keep 5-20 kw per adgroup otherwise it becomes too hard to target
* Don’t write last minute, build some time to write
* Importance of landing page - it takes viewer 8 seconds to make decision (to move on or not)
* Conversion rate on average 2.5 -5% - industry rate, signup CTR tends to be higher
* Broad keywords mean you could be attracting users with a lower possible conversion rate
* Keyword matching options : Broad (carribeane cruise), “phrase” (inverted commas “carribeane ec”), [Exact] ([Car]), negative ( - Tom) - ads will not show tom cruise which probably shows up alot
* Tips for great ads: relevant in that adgroup; contain useful info like benefits, offers; has call to action for eg how it improves your life; clear and meaningful; links to best possible landing page
* Buying cycle : Interest > Awareness > Consideration > Desire > Purchase
* To build contextually targetted campaigns, create separate content campaign in Adwords. Search for more specific keywords, longtail, match type. Develop ad group themes of 5-15 keywords is best.
* Different strategies for search, contextual and placement
* Search : CPC > designer dog collar, designer dog collars, diamonte dog collars, buy dog collars (text only)
* Contextual : CPC > Direct > dog, collars, coats, designer, dog collars, cheap ; Complementary > pet friendly, holidays, hotel, dog friendly with pets (text, image, or click to play video)
* Placement : CPC or CPM > Sites > designerpets.com, ilovepoodles.com - no keywords, you pick your own sites
* Placement targetting needs to run frequently and requires frequent checking report.
* ROI is a function of revenue minus cost over investment (in this instance cost and investment are the same ie Adwords cost) for eg RO1 = 1250 -500 / 500 multiply by 100 = 150%
* Google Analytics : Gives analysis from entry points, behaviour and engagement, exit points
* One analytic account to one adwords account
