Book 2

AdWords at a Glance

Building powerful campaigns means starting with the right tools AdWords is just like any other workplace tool – once you understand its features, using them becomes second nature. You don’t think about how to write a sentence; you just pick up a pen and do it. The same goes for AdWords – it may seem complex at first, but once you’ve learned the ins and outs, you’ll find yourself racing around its pages and managing your campaigns like a master. Our first guide helped you make your campaign more effective, better targeted and easier to measure. Here in book 2, we’ll complete your knowledge of the major AdWords features.

Search Terms Report “I’d love to better understand how my customers think.

Stay relevant – search terms report

Apparently the terms they use in searches change all the time. Can I update my keywords regularly to keep up? And how about visitors who find me by chance? What terms did they search? Is there some way I can filter out off-target traffic?”

It’s easy to forget that the words people use in their Google searches change and evolve all the time. So, keywords which worked six months ago might be less effective today. You need to move with them to stay relevant, and the search terms report helps do this by suggesting new keywords. Also, some visitors reach your site by chance – but still make an enquiry or a purchase. The search terms report shows you what words they searched that ultimately led them to you. By adding terms, you can attract more customers, not just clicks.

How often? Review once a month.

Visit: google.co.uk/ads/searchterms

Comparative Testing “We’re writing our ad and deciding about language. [free delivery] is my preferred phrase. My team like [unbeatable prices]. Is there any way to learn for sure who is right, and which phrases will be most attractive to our customers?”

Contrast and compare – comparative testing Unlike most other forms of advertising, AdWords ads are easily tested. Simply run two ads with different content over the same time period and ‘track conversions.’ Customers vote with their clicks; you’ll quickly learn which ads, phrases, products or services are most compelling for your target audience.

Here are some other tips for writing great ads:  nique Selling Point U What’s your unique selling point that makes your product or offer truly different? Turn it into a quick phrase and test it to see if it works.

 eyword Inclusion K When someone searches on a word that appears in your ad, it will be highlighted in a bold font. So add that keyword into your copy to boost your clickthrough rate.

How often? Review once a month.

 all To Action C Tell your prospect what you’d like him or her to do. Call now? Order while stocks last? It sounds obvious, but some ad writers forget to close the deal.

Visit: google.co.uk/ads/adtips

Quality Score “What exactly is my Quality Score? And why is it so important?”

Focus on your rating – Quality Score Your Quality Score is Google’s way of rating how well your landing page matches the ad and keywords that deliver visitors to it. People want a smooth, seamless journey to the relevant section of your website. To boost your Quality Score use the most helpful keywords, and add destination URLs that deliver interested users straight to the right section. This matters because a good score is rewarded with a higher page position and lower advertising costs.

3 tips to boost your Quality Score 1. Think about creating ad groups – small bundles of similar keywords, linked to closely matching ads, that lead to relevant pages on your site. 2. Make sure your landing pages are always matched to specific relevant keywords. 3. Allow seamless navigation to the relevant section of your site.

Want to learn more?

How often? Apply once, review monthly.

Visit: google.co.uk/ads/qualityscore

Learn more about AdWords features online, watch a video tutorial or download this booklet. Just visit google.co.uk/ads/adwordsatglance

Success Story

Next Steps Checklist Step One

Buyagift achieves 31% increase in return on investment using Google AdWords Buyagift, founded in 1999, has become the largest gift experience provider of its kind online. With over 1000 gift ideas to choose from, Buyagift has proved popular with international corporations and with individuals looking for gift ideas with a difference. Given the range of gifts on offer, Buyagift appeals to all demographics. While there are elements of seasonality in their business, they also need year-round exposure. Marketing executive Jon Moorfoot says; ‘The main goal I’ve always had is to improve traffic levels, and maintain or increase ROI at the same time, we concentrate on the traffic that is converting and make the most of it.’ In terms of their AdWords advertising, Moorfoot places a lot of emphasis on his keyword strategy. He adds that ‘a lot of the time it’s a case of making the keywords more specific and constantly refining and trying to find the point where you’re getting the traffic that’s bringing through the best return.’

Check your search terms report

One product that Moorfoot uses for his keyword management is AdWords Editor. With an account that covers hundreds of different gifts and thousands of live keywords, this free application allows Moorfoot to make changes with unprecedented ease. He says that if you’re doing bulk changes, checking campaigns or simply trying to make changes to your keywords, it’s a lot easier because you don’t have to worry about the lag-time. Moorfoot notes that, with innovations like AdWords Editor and the consistent support that is offered by Google, ‘AdWords is always trying to make things better for marketers.’ www.buyagift.co.uk

Take a look at your search terms report to keep your keywords list fresh and relevant and filter out less productive visitors. How often? Review once a month.

Step Two Test your ads against each other 

Create two or more ads and let them each run for two weeks. Your winning ad is the version which gets the highest conversion rates. How often? Review once a month.

Visit: google.co.uk/ads/adtips

Step Three

Keep an eye on your Quality Score Google rates how well your keywords match to your ads, your landing page and user’s search query. To boost your Quality Score use the most relevant keywords to deliver interested users straight to the right section of your site. How often? Apply once, review monthly.

r fo one me al so peci s

Visit: google.co.uk/ads/searchterms

Visit: google.co.uk/ads/qualityscore

Want to download this brochure? Visit: google.co.uk/ads/adwordsatglance

AdWords at a Glance - PDFKUL.COM

The same goes for AdWords – it may seem complex at first, but once you've learned the ins and outs, you'll find yourself racing around its pages and managing your campaigns like a master. Our first guide helped you make your campaign more effective, better targeted and easier to measure. Here in book 2, we'll complete ...

447KB Sizes 2 Downloads 340 Views

Recommend Documents

AdWords at a Glance
new software, new products. In that spirit, here are four ... 600% higher than the account average, and the ... For a mature search account, they realised what you ...

AdWords at a Glance
Our first guide helped you make your campaign more effective, better targeted and ... Building powerful campaigns .... that's bringing through the best return.'.

budget at a glance
Jul 1, 2015 - Transfers. Other. Cash Balance. General. 2,433,635. 2. 2,433,633. 0. 0. 0. 0 ... Effective July 1, 2014 (2014-15 school year) KSA 72-6431 states ...

Union at a Glance PDF.pdf
Unique and Unduplicated. Internships: This list represents a small sample of the over 3000. businesses and organizations that offer internships to. Union students. AAMCO. ABI Computers. Artist Blue Gallery. Army Recruiter SSG Brewer. Canyon County Re

Metalwork at a Glance Workbook.pdf
Chapter 7 Bench Work 27. Chapter 8 The Drill 31. Chapter 9 The Lathe 36. Chapter 10 Thread Cutting 40. Chapter 11 Joining Material 45. Chapter 12 Hot ...

Data Feeds At a Glance Services
Inventory. Merchant. Center. AdWords. Product Listing Ads on Google and. Google Shopping. At a Glance: Product Listing Ads. Merchant. Center. AdWords ... Use a spreadsheet editing program - e.g. Google Spreadsheets, Microsoft Excel, .... Required for

Recycling At a Glance Flyer.pdf
Only used filters hazardous chemicals . Oil is .50 cents per gallon of every month 9-12 noon . 1st & 3rd Saturday of the month . at the DPW Yard. . No other hazardous . Bring to TBI recycling center . Recycling Drop Off Center. chemicals . Cost $5.00

A glance at the Asia property market
Sep 14, 2015 - Upside/downside is based on our 12-month target prices. ...... for certain services; types of client relationships; managed/co-managed public ...

Pensions at a Glance
Wouldn't it be good to be able to do the same online? Now you can. OECD's Browse_it editions ..... Mandatory replacement rates and the pension savings gap . ..... from the United Nations/World Bank population database for the year 2040;.

conference at - a - glance
New Technologies for Environmental Planners - demonstrations. 10:45 am - 12:00 noon ... 1:30 - 3:00 pm ... Alternative energy resource. Presentation skills ...

Metalwork at a Glance Workbook.pdf
Metalwork at a Glance 1. Page 3 of 71. Metalwork at a Glance Workbook.pdf. Metalwork at a Glance Workbook.pdf. Open. Extract. Open with. Sign In. Main menu.

Basic VTS at a Glance
Visual Understanding in Education. 119 West 23rd Street, Suite 905. New York, NY 10011. 212-253-9007, (f) 212-253-9139, www.vue.org. Basic VTS at a Glance by Abigail Housen and Philip Yenawine. Starting the Lesson. Introduce the VTS: it allows studen

Paediatrics at a Glance
Leeds Community Children's Services. Belmont House ..... Use direct questions to try to confirm or refute possible ...... cuddle? Generally, it is best to reward good behaviour ...... The Snellen chart or a letter-matching card for younger children.

A glance at the Asia property market
Sep 14, 2015 - (Sep 17); CPI (Sep 21); New World Dev FY2015 results (Sep ...... PHP. PHP Neutral. 34.30. 40.70. 18.7. 46.50. (26.2). 50.90. (32.6). 6.86. 5.0.

Data Feeds At a Glance - Services
Use a spreadsheet editing program - e.g. Google Spreadsheets, Microsoft Excel,. ○ Type attribute names in the first row. ○ Think of theses as your column headers. ○ Each should be in its own column and/or separated by a tab. ○ Enter attribute

CRIME AT A GLANCE Logan Square
AGGRAVATED ASSAULT ( 3 ). STOLEN AUTO. ( 2 ). THEFT FROM AUTO. ( 12 ). ROBBERIES WITH GUN. None during this time period. ROBBERIES NO GUN.

TLKT1200-M&S-at-a-Glance-2015-English.pdf
marginalized communities, and seeking right relationship. across Canada. This includes the work of community. ministries; the caring work of hospital, university, and. community chaplains; programs that animate Indigenous. justice and right relations

At A Glance Report - BRHS 2016.pdf
School District State. Whoops! There was a problem loading this page. At A Glance Report - BRHS 2016.pdf. At A Glance Report - BRHS 2016.pdf. Open. Extract.