Understanding Campaign Structure - Angel Fund Network

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18 Νοε 2013 (πριν από 3 χρόνια και 8 μήνες)

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Topics we will discuss tonight:

1.
Introduction to Google
Adwords

platform


2.
Understanding how to text ads are used. Display advertising
will not be discussed in this class.


3.
Review of campaign /
adgroup

/ keyword structures


4.
Review match type definitions and examples


5.
Review the Google
Adwords

auction process


6.
Review Campaign /
Adgroup

/ Keyword
targetting


7.
Review measurement tool


8.
Q&A







Acronyms:

1.
CPC = Cost
-
per
-
Click


2.
CTR = Click Thru Rate


3.
QS = Quality Score


4.
IS = Impression Share


5.
LP = Landing Page



Stats on Paid Search vs. Other Marketing Channels

1.
Google.com

is the most visited search engine in the world.


2.
Paid search attributes about 40% of overall revenue.


3.
Search Market Share Breakdown:


1.
Google (65.09%)

2.
Yahoo (15.89%)

3.
Bing (13.10%)

4.
Others (5.92%)



Google,
65.09%

Yahoo,
15.89%

Bing,
13.10%

Others,
5.92%

Google
Yahoo
Bing
Others
Here’s how your ad can look on Google:

Understanding Campaign Structure

Campaign 1

Adgroup

1

Adgroup

2

Keyword 1

Keyword 2

Keyword 3

Keyword 4


Ad 1

Ad 2

Keyword 1

Keyword 2

Keyword 3

Keyword 4


Ad 1

Ad 2


Campaign hold many
adgroups



Adgroups

hold many
keywords and ads



Campaign,
Adgroups

and
Keywords all have
different control
attributes.

Top Level

Middle Level

Lowest Level

Keyword Attributes

Keywords

Keyword attributed allow you to control the following


1.
Match Type (Broad, Exact, Phrase, etc.)

2.
Bid

3.
Destination URL

4.
Display Status (on, off)




Adgroup

Attributes

Adgroup

Keyword attributed allow you to control the following


1.
Bid (Default bid provided that keyword bid isn’t set)

2.
Display Status (on, off)




Understanding Campaign Structure

Ad Attributes

Ads


Headline



25 Character Limit



2 Description Lines



35 Characters per line



Display URL



URL that is displayed to the user



Destination URL



The URL that the user will be directed to once the ad is
clicked


Ad Rules & Policies:


1.
Ads are measured by
CTR


2.
Relevance, Clarity, and
Accuracy
-

Ads and keywords must directly and
clearly relate to the product or service being advertised
.

3.
Google
AdWords

doesn't allow ads that make inaccurate claims.
Inaccurate claims include competitive claims, superlatives, and
unverified offers.






Understanding Campaign Structure

Keywords Attributes

Keyword

Match Type:

1.
Broad:
keyword

= Allows your ad to show on similar phrases and
relevant variations.


2.
Exact:
[
keyword]

= allows your ad to show for searches that match
the exact phrase
exclusively
.


3.
Phrase:
“keyword” =
allows your ad to show for searches that
match the exact phrase


4.
Negative Match:
-
keyword

= Ensures your ad is not shown for any
search term that includes that term






Understanding Campaign Structure






Match Type Examples:


Broad

Search

Term:

Tennis

Shoes

Ad

may show on searches for:

Tennis

Shoes

Buy tennis shoes

Tennis shoe photo

Running shoes

Tennis sneakers






Phrase Search

Term:

“Tennis

Shoes”

Ad

may show on:

Red Tennis Shoes

Buy Tennis Shoes

Tennis Shoes Photos

Ad

may
NOT

show on:

Shoes for tennis

Tennis Shoe

Tennis Sneakers


Understanding Campaign Structure






Match Type Examples:


Exact Search

Term:

[Tennis

Shoes]

Ad

may show on:

Tennis Shoes

Ad

may
NOT

show on:

Red Tennis Shoes

Tennis Shoe

Buy Tennis Shoes


Negative Search

Term:

Tennis

Shoes

-
used

Ad

may show on:

Tennis Shoes

Buy tennis shoes

tennis

Ad

may
NOT

show on:

Used Tennis Shoes

Shoes used for tennis


Understanding Campaign Structure

Understanding Campaign Structure

Understanding the ‘Auction’ Process

When someone searches for something on Google, Google looks at the
Adwords

advertisers pool and determines whether there will be an auction.

If one or more advertisers are bidding on keywords that
Google deems
relevant to the search query
, an auction is triggered.

Advertisers identify keywords they want to bid on, how much they want to
spend, and create groupings of these keywords that are paired into
ads
.


Google then enters the keyword from your account it deems
most relevant

into
the auction with the maximum bid you’ve specified as well as the associated ad.

Understanding the ‘Auction’ Process

Once you are entered into the
auction, Google looks at two
factor where your ad ranks: your
Maximum Bid

and your
Quality
Score

Understanding the ‘Auction’ Process

You pay the minimum amount
you can pay for the position
you win if your ad is clicked
on.

16 (AR) / 10 + $0.01 = $1.61

Understanding the ‘Auction’ Process

Understanding Campaigns

Campaign Attributes

Campaign

Campaign attributed allow you to control the following


1.
Language (English, Spanish, etc.)


1.
Locations (Country, State, County, City, Street)


1.
Networks (Search vs. Content)


1.
Devices (PC/MAC, Mobile, Tablets)


2.
Budget (eg.$50 per day)


3.
Delivery Method (Standard, Accelerated)


4.
Advanced Options (Scheduling, Social Settings, etc.)






Understanding Campaigns

ROI Tracker





The Google ROI tracker is a snippet of code that should be installed on the
page that loads when the goal (or sale) is complete. The Google interface
will show that a conversion occurred.

Conversions (1 Per Click)
:
conversions
will
count at most one conversion per click.


Conversions (Many per Click)
:
count
of a conversion
every time a conversion is
made within 30 days following an
AdWords

ad click. Conversions (many
-
per
-
click)
will count multiple conversions per click.

Understanding Campaigns

Quick Start Guide

1.
Identify your customers (location, language, devices)


2.
Find relevant keywords associated with your product or service line


3.
Create an attractive ad


4.
Select a specific page on your website that is relevant to the user’s search
term and the ad shown


5.
Set your bids and budget


6.
Enter your billing information


7.
Measure …… Optimize ……. Repeat….

Google
Adwords

Q&A

eMail
:
Rafael.Chemtob@Gmail.com