Mastering Google AdWords: An In-Depth Guide to PPC Advertising
Explore the world of Google AdWords through this comprehensive guide covering topics like AdWords structure, basic terms, important issues, tools, and more. Learn how to optimize your campaigns for success in the digital marketing realm!
Download Presentation
Please find below an Image/Link to download the presentation.
The content on the website is provided AS IS for your information and personal use only. It may not be sold, licensed, or shared on other websites without obtaining consent from the author. If you encounter any issues during the download, it is possible that the publisher has removed the file from their server.
You are allowed to download the files provided on this website for personal or commercial use, subject to the condition that they are used lawfully. All files are the property of their respective owners.
The content on the website is provided AS IS for your information and personal use only. It may not be sold, licensed, or shared on other websites without obtaining consent from the author.
E N D
Presentation Transcript
GOOGLE ADWORDS DR HAB. IN . GRZEGORZ CHODAK, PROF. PWR.
SCHEDULE 1. AdWords - definition 2. Structure of account 3. Google AdWords tools 4. How does it work 5. Advantages and problems 6. Google Merchant 7. Google Smart Ads 8. Remarketing Google 9. Some AdWords statistics
WHAT IS ADWORDS IN GOOGLE SEARCH NETWORK Ads are presented above, below or on the right side of search results Ads are connected with keywords The user is interested in this topic and is shifted to the webpage via link
STRUCTURE OF ACCOUNT IN GOOGLE ADWORDS Daily budget, geo- localization, etc. Campaign shop-xyz.com group of ads TVs Group of ads Smartphones Keywords, Ads advertisement1 advertisement4 advertisement2 advertisement3
BASIC TERMS Click Through Rate Clicks/displays*100% CTR Cost Per Click Cost of one Ad click CPC Cost Per Impression Cost of 1 000 Ad display CPM Cost Per Transaction / Action Cost of one transaction/action CPT, CPA
BASIC THERMS Conversion - occurs when, after clicking on an ad, a user performs a defined action (e.g., makes a product purchase, leaves contact information, etc.). Partner Network - includes websites, news sites and blogs that interact with Google to display AdWords ads. Search Network - Google partners, on whose sites Google AdWords ads appear in search results (e.g. Gazeta.pl search result).
IMPORTANT ISSUES Structure Keywords Ad Text Bad keywords Typos Appropriate choice of structure (division of campaigns, groups of ads) allows to achieve greater efficiency Keyword selection is... crucial By which keywords will customers search for our business Ad text must encourage clicks... ...but only potential customers Exclusion of words reduces costs Keep track of statistics The source of cheaper clicks/customers
GOOGLE ADWORDS TOOLS Editor of exclusionary campaign keywords Effectiveness Planner keyword planner Reports Analysis of campaigns, ad groups, product groups Ad preview and diagnostics Customer management Rules, scripts
HOW IT WORKS Advertisers Users They are shown advertisements in which they may be interested. Have the ability to reach potential customers. Google AdWords Google It makes money for advertisers, and satisfied customers will perhaps use Google's services again. Google AdWords GOOGLE ADWORDS
AUCTION OF ADS Ads position Final Cost Max CPC 4.00 z 1. 3.00 z 3.00 z 2. 2.00 z 2.00 z 3. 1.00 z 1.00 z 4. X Google AdWords
QUALITY SCORE Accuracy (relevance) CTR Click Through Rate appropriate selection of keywords in Ads Quality Score Landing page High quality and relevant Google AdWords
CTR Click Through Rate The history of the click-through rate (CTR) of a keyword and its associated ad on Google, historical CTR of the displayed URLs in the ad group and the given campaign. Google AdWords
RELEVANCE Proper fit of various elements The relevance of the keyword and the matching ad to it in relation to the search term, the effectiveness of the account in the geographic region in which the ad is to be displayed, other factors affecting relevance. Google AdWords
LANDING PAGE High quality of landing page Relevance - the compatibility of the site's content with the keywords, originality - unique content that cannot be found on another site, clarity - clear rendering of the nature and activities of the company, ease of navigation What really counts only the authors of Google's algorithms know Google AdWords
IMPACT OF QUALITY SCORE ON ADVERTISING POSITION Max CPC Quality Score x . Auction Result Ads position = 1 4.00 z 4 X 3 3.00 z 9 2 6 2.00 z 12 1 8 1.00 z 8 3 Google AdWords
ADWORDS THE MOST IMPORTANT ADVANTAGES AND DISADVANTAGES Advantages Disadvantages reaches an audience interested in the product or service, allows precise cost control, in most cases is cheaper than other forms of advertising, low cost of creating the ad and managing the campaign, a large number of tools to support the campaign, possibility to get help from Google consultant. poorly run campaign generates unnecessary costs, constant increase in competition, as competition increases, costs increase, the problem of false clickers, the secrecy and variability of Google's algorithms, frequent changes in the admin panel and underdeveloped user interface.
GOOGLE MERCHANT CENTER Google Merchant Center is a paid product catalog that works similarly to price comparison sites. Store integration with Google Merchant Center Setting up a Google Merchant account Creating an xml file with product data Importing the file into Google Merchant Effectiveness control at the level of: Product groups Individual products Counting profits or losses
GOOGLE ADS SMART CAMPAIGNS Google's smart algorithms learn and match ads to customer interests Google itself determines CPC rates Google itself selects campaigns Google itself selects products Google itself creates ads Google... earns billions of $
REMARKETING GOOGLE Google has a huge customer knowledge base, which it draws from all the Google tools we use: Search engine Gmail Android smartphone And many others (Google Pay, Docs, Maps, etc.). Remarketing in Google Adwords allows you to reach your store's regular customers or people interested in the assortment
SUMMARY Google AdWords is currently one of the fastest growing forms of advertising It is a tool being developed and improved all the time Much of the algorithms are implicit Increasing competition is driving up the cost of this form of marketing More and more of Google's search engine site space is covered by ads, and less and less by organic results
REFERENCES Google AdWords training materials were used in the presentation Knowledge was taken from: experience of the author of the presentation Google AdWords Help https://support.google.com/google-ads (last access 18.01.2022) Mariusz G siewski ebook Kurs Google AdWords https://www.ebooki24.org/p/kurs- adwords-mariusz-gasiewski (last access 18.01.2022) Scott Galloway, Wielka czw rka Four, Dom Wydawniczy Rebis, Pozna 2018. http://pomoc.sstore.pl/sklep-internetowy-40-google-merchant-center-inf-526.html (accessed 29.12.2021)
EXERCISE 1 For the selected business: Analyse the competitors in Google Ads test some keywords which define your business Which keywords are used in their Google Ads Which additional information are presented in Google Ads What types of advertising do the competitors use in Google Ads
EXERCISE 2 For the selected business, propose: 10 keywords/phrases for the AdWords campaign 10 exclusionary keywords 2 words with typos 1 sample AdWords ad text in layout: Headline max. 30 characters URL (link) Text max 90 characters Text max 90 characters
