Paid Search with Google Ads

Estimating a budget

"How much do I need to drive a particular number of clicks". -Impressions x CTR = Clicks. - Clicks x CPC= Budget Required

Ad copy of paid search ads

- Must be relevant of what they are actually looking for. - Must be attractive: Unique Selling Proposition or Emotional Selling Proposition. - CTA

Benefits of Negative Keywords

- Reduce costs - Increase CTRs and conversion rates - Make your paid search activity more effective If there's any kind of negative publicity around it, you might want to add that news element in as a negative keyword. Ultimately, you don't want to pay for clicks when people are searching for news or negative things about your brand.

Landing Page Quality Score

- Relevance to keywords and ads - Language - Device optimization - Speed

Account Structure

1. Campaigns 2. Ad group and ads* 3. Keywords: starting point of any search campaign *Think about ad groups as keyword lists. The ad copy is set at the ad group level. There is also match type, negative keywords, max cpc bids, ad copy, and ad extensions.

Purchase Decision Cycle with Search Behavior

1. Consumer identifies a need/want 2. They search for solutions 3. Evaluate alternatives 4. Decide to purchase 5. Purchase 6. Post-purchase evaluation. Search behavior features in stages 2-6 of the purchase cycle, making it highly effective channel.

Benefits of Linking Google Ads to Google Analytics

1. Enhance your reporting with detailed website engagement. 2. See how paid search channels perform against other channels. 3. Measure return on ad spend for ecommerce clients 4. Get deeper understanding of what searchers do post click.

Deciding on Bid Levels

1. Impression share is the number of times your ad shows up when someone searches. Aim for high impression. 2. Estimated first page bid. What do you need to bid to be on the first page of google?

Benefits of Paid Search (bullets)

1. Relevance and Timing 2. Qualified Visitor: they are coming to you. they have asked a question to google and you will give them back an answer in the form of a search. (Buyer intent) 3. Mobile position #1 5. Measurability: spent x to get y 6. Time-sensitive promotions 7. Mobile specific development

Google Adword Account Types

1. Standard account: A standard account is an account that contains your campaigns, your keywords, and all the different aspects of AdWords. 2. Manager account: A manager account is kind of an account above that. It's free to set up but think of it like an agency account. A standard account is contained within a manager account, also nicknamed a child account.

Pay per Click in a Bid Auction

1. The maximum CPC of competitors bidding on one keyword: This is the most influential factor, how high an advertiser is willing to pay for a click. 2. Your Quality Score for that keyword versus your competition: If an advertiser has a good Quality Score, they pay less for a click than a competitor with a lower Quality Score. 3. Estimated CTR 4. Landing Page Relevance

Bid Auction

A bid auction is when all the different advertisers who are bidding and competing for clicks are piled into Google's black box system. These include the maximum cost per click, or CPC, the advertiser has set, the quality score of the advertiser, the perceived relevance of their ads, their ad rank, and so on.

Setting Bids of Ad group level vs. Keyword Level

Ad Group level bid essentially tells Google that you are willing to pay a certain CPC for a click from any of those keywords in that keyword list. Generally, you should set bids on a keyword level because within a keyword list you might find that you can pay less for that particular keyword than another keyword in that keyword list

Ad Extensions

Ad extensions provide context on the nature and variety of your products and services before visitors click-through to your site. All ad extensions appear below the 80-character free flow ad copy area, and increase the size of your ad. These are like the little columns with direct answers. By enhancing your ads with ad extensions, you increase the visibility, you increase the effectiveness, and you provide more detail for your consumers.

Bids at an Ad Group Level

Ad group-level bid to give each keyword in the ad group the same bid.

Scheduling Ads to Optimize Campaigns

Ad scheduling or dayparting is where you tell Google that you want your campaign to show only at certain times of the day. Or, you may want the campaign to show at all points of the day, and to increase your bids at certain times. you can set your ad schedule to turn completely off at certain times, or to increase or decrease bids based on the value of a particular time period

Features of a Manager Account

AdWords can only link one email address to one AdWords account. Ideally, it should be a new email address you use to set up your manager account and then you can link all of your other AdWords accounts to your manager account, not to your email address. Different accounts in 1 single view.

Bidding Strategies: Maximum Conversions

An automated bidding type aimed at driving the highest number of clicks and, based on your conversion rate, the highest number of conversions.

Using Annotations in Google Ads

Annotations are just a little note that you leave for yourself in Google Analytics on a particular day to say, "I did this" so when you are measuring your success in google analytics, you can see your changed behavior.

Bidding Strategies: Maximize Clicks

Automated bidding strategy that drives clicks; whether the clicks are good bad indifferent.

Bidding Strategies: Target Outranking Share

Automated competitive-based bidding strategy to be higher on the search results than your competitor.

Conversion Tracking in Adwords: Apps

Because of mobile phone usage and certainly app installs and different things like that are an important metric for different advertisers, you can also track the number of app installs from your AdWords for mobile search.

Remarketing lists for Bid Adjustments

By adding an audience list to your search campaign, you can say to Google Ads, "Increase my bids by 10% or 15% if an audience member searches for a particular keyword".

Add Filters to understand metrics

By using filters, you can home in on certain metrics and measure their success. Then you can make optimization decisions. You can export these reports, manipulate data, add graphs, and so on. Simply select the level of report you want from the menu and download the report.

Delivery of Ads for Campaigns

Campaigns are automatically set to 'Standard' and it is recommended that you use standard delivery to optimize performance when you are new to Google Ads. Standard means your ads get shown evenly throughout the day, whereas 'accelerated' means your ads get shown in a non-optimized fashion until your budget runs out.

Key Performance Indicators for Measuring Paid Search Campaigns

Conversions, Awareness, and Brand Searches.

CPC, CTR, CPM, CPA, Average Position

Cost per click (CPC): The actual price paid for each click in a PPC campaign Click-through rate (CTR): The percentage number of impressions that lead to a click Cost per impression (CPM): The cost of serving a batch of 1,000 impressions Cost per acquisition (CPA): How much it costs in PPC advertising media spend to generate a sale or conversion Average position: Where an ad is shown on a search result page

Bidding Strategies: Enhanced CPC

Enhanced CPC essentially takes your bid and if - using historical data and all of the intelligence that Google has available to it - Google believes that there is a likelihood of a conversion, which is something like a purchase, or a brochure download, or a contact request happening on your site, it will increase your bids by a maximum of 20% to ensure that you get that click.

PPC Meaning and Campaign Elements

Even though it is actually the pricing model, its another word for paid search. I guess PPC and CPC are used interchangeably because its cost per click. 1. Keywords 2. Ads 3. Landing Pages

Adding Conversion Tracking

Every time that page shows, the code is loaded and once the code is loaded, that sends a signal back to AdWords that has all the details around what click drove that particular action, you know, the time, the location, all of those different campaign settings. And the way you do it is you set up your conversions in the main menu in the top right-hand corner of AdWords.

Best "Match Type" from bidding/budgeting

Exact match is cheaper and has a better conversion rate than your modified broad match. It's a good practice to separate your keyword lists by match type into match type-specific ad groups.

Google Adwords

Google AdWords is an online advertising service by Google for businesses who want to serve clickable ads on the Google search results page, the search results page, sometimes called the search engine results page or (SERP)

Different Search Engines

Google, Yahoo, Bing. Its important to consider advertising on these platforms as the geographic areas use different search engines. The default search engine for microsoft phones is BING. Yahoo is popular in Japan. Google does cover about 95% of the auidence.

Add segments to metric reports

Great way of aggregating many rows of data into an easily understandable format. To measure the success of your paid search campaigns, link your google ads account with google analytics.

Thematic Grouping

Grouping similar keywords together. You can thematically group your keywords depending on how you view your consumer purchase journey, decision making journey, or funnel.

Account Structure: Match Type

How the keywords are triggered based on the user's search query. Match type bridges the gap between what the user types in and what the keyword actually is. There is broad match, exact match, phrase match, modified broad match.

Google Keyword Planner

It is an input area where we could decide on the types of keywords we're looking for, the targeting we best want to associate with those keywords whether it's location or language targeting, and then the ideas that will be the ultimate output from that. Just three, four, five broad keywords around what you think your consumers might look for when you're building your campaign.

Paid Search Advertising

It is the advertising within the search results of a search engine. Putting your ad/content in front of people who are ACTIVELY looking for it. User intent is the fundamental differentiator. Search ads always appear above natural listings or the organic listings. It has a tiny little icon on the top left corner that says "ad"

Google Ads Editor and Benefits

It's a piece of software that's free to download. It installs itself onto your computer and allows you to make bulk changes to Google Ads accounts in an offline environment. Once your happy, press 'Post'. Benefits: -thousands of changes to your account in a v short time. - bulk edit campaigns - mass bid updates. - Pause or activate keywords, ad groups, campaigns, and ads. - Add new ads, negative keyword lists, and bid modifiers for locations and devices.

Bidding Strategies: Target CPA

It's generally only useful if you get at least 15 conversions in a month in a particular campaign because it is a conversion based strategy.

Keyword Research

Keyword research is the process by which lists of keywords relating to a product or a service are created using tools like the Keyword Planner.

Keyword Lists

Keywords are what your potential customers would input into a search engine to find your product or service. Keyword lists are the lists of keyword combinations that you would like your ad to appear in response to. Create exhaustive lists of keywords to build coverage and ensure your brand is visible to your ideal audience. Use negative keywords to cut out unwanted searches

Performance Enhancement for Location

Location targeting also enhances performance and ROI by only showing ads to people in areas where you do business.

Mobile Micro Moments

Mobile specific development within the search world. Impulse questions or shopping that your ad can provide answers to. instead of having to go home and wait to do it on the computer.

Elements of a Search Campaign

Name, Location, Language, Daily Budget, Goals. Deselect "Google Display Network" because Search Campaigns specifically do not match with Display Campaigns.

Features of a Standard (CHILD) Account

Navigation Tabs: left-hand side, allow you to go to what's called campaign level, keyword level, ad group level, ad level. Performance Overview which falls under the navigation overview/tabs?

Benefits of Google Keyword Planner

Once you've input your information into section A, you can press that button and then Google will return to you a list of keywords and the search volumes, your existing keywords, and the ability to plan, or create a plan around these keywords. Download your keywords using the download button just below that keyword volume graph, you can see all your keyword lists in an Excel doc and then you can structure them and upload them in AdWords Editor, for example, or indeed the AdWords interface.

Strategic considerations when choosing between paid vs. organic

Paid search can fill the gaps left by organic search. The key is to identify the gaps and hopefully fill it organically. However, paid exploits it right away and fixes the issue. People don't scroll beyond the first page of google so ranking too low with you organic can be fixed with paying for ads using ppc. Paid search is essential for any kind of mobile device based target since it takes a while for people to scroll down and reach the other organic listings.

Quality Score

Quality Score is a measurement of how relevant and how good your ad and keyword combinations are versus what Google thinks your audience is looking for. Its between 1-10. A score of 7 or above is good. The main factors are: Your bid (or what you're willing to pay) The perceived CTR of your ad Your landing page relevance

Effectiveness of Quality Score

Quality Score is to just hover over your keyword. A little pop up will appear giving you your quality score for that keyword. It will also show you the estimated broad stroke standard for the three main factors affecting quality score, which are expected click-through rate, the ad relevance, and the landing page experience.

Bidding Strategies: Target ROAS

ROAS - Return on advertising spend. This is an ecommerce based metric. You can set a target ROAS bid if you have an ecommerce functionality with your website, and that can be pushed into Google Ads.

Similarities between paid search and organic search

Search as a whole incorporates paid search and organic search (or seo). Both have headlines that are clickable, site links, contain meta descriptions

Selective Targeting for Location

Selective Targeting: Targeting by locations allows you to only target territories where your consumers are located or where you would like to expand into.

Search Volumes

Split ad groups by search volume. Some keywords get lots of searches and therefore they will require a bigger spend. Your high-volume keywords will take the majority of your daily spend so don't let your long-tailed keywords fall through because they are still important!

Budget Trackers

Tabular chart (excel or google docs) that breaks down your budget spend by campaign. This also allows you to move budget around if theres an overspend or underspend in a particular accounnt.

Bid Simulator

The Bid Simulator collects and analyzes data from ad auctions on Google from the previous seven days, while considering information such as the quality of your ads, your competitors' bids, and product data. The Bid Simulator tool is useful because it helps marketers take the guesswork out of setting bid thresholds by providing estimated results and costs for this. The data it shows is based on the previous seven days, which is not always a good predictor of future activity.

Account Structure: Ad Copy and ad extensions

The ad copy and ad extension are what the user sees and what you have presented to them as an answer to their particular search query.

Landing Page

The landing page should deliver on th epromise of the ad and resolve the user's need state. It also needs to be aligned to the ad copy. You can't promote one thing on your ad and lead them to a totally different page of information. Mobile landing pages should be simple to navigate, larger CTAs, readable font.

Account Structure: Max CPC

The maximum you are willing to pay for a click.

User Search Journey

The search journey begins when the user has a need or a want. They look for solutions, they've asked Google a question, you've responded with your ad, given the answer, and then the next stage is they're on your landing page.

Bidding Strategies: Target Search Page Location

This is an automated bid strategy that targets the first position of the results. This means you always get the lion's share of first-position clicks, which can be useful for mobile advertisers, for example.

Match Type: Modified Broad Match

This is like a flexible phrase match where word order can be mixed up, new words can be added, and some misspells are allowed. This has more reach than phrase match. This match is defined by + before each word. Example: +hotel +New +York

Budget Management

This is what a particular campaign or group of campaigns within an account will spend a day multiplied over 30 days to see the aggregate spend for the month itself. When you are assigned a marketing budget, you have to know what percentage of the marketing budget you want to give to different campaigns.

Match Type: Exact Match

This keyword will serve ads ONLY if the searcher types hotel New York into google. This match is defined by brackets [ ]. Example: [hotel New York]

Match Type: Phrase Match

This keyword will serve search ads only if the searcher includes words before or after hotel New York, such as "best hotel New York City". It is important to note that for phrase matches, the core search query has to be input in exactly the order of the keyword. This match is defined by quotation marks " ". Example: "best hotel New York City"

Match Type: Broad Match

This match type allows for the largest reach. Google can match user search queries from a wide range of searches. It does not have any symbols before any words. Example: hotel New York.

Optimizing Devices for Bid Adjustments

To do this, navigate to the Devices tab on the left-hand menu, and add a percentage bid to a device. This type of bid modifier increases or decreases your max CPC bid by a percentage in the search using a mobile or desktop device. Its important to find the balance between mobile and desktop traffic, or conversion and research traffic. Both are valuable, and work in unison to drive results.

Reduce Cost Per Click (CPC)

To reduce the cost, you must increase and optimize the quality score of our ads. This includes: 1. Writing Better Ads 2. Improve Landing page 3. Add Negative Keywords to cut out irrelevant searches 4.Test Bid Thresholds

Differences between paid search and organic search

Traffic: paying for traffic vs. letting it happen organically. Speed: Reach is greater and content gets out quicker where organic search takes longer to build trust and reach people.

Conversion Tracking in Adwords: Phone Calls

Using Google's call forwarding option which is part of the call extension set up. will give you indications of call length and, therefore, the value of that particular call. valuable indicator for the number of phone calls generated from an AdWords click

Text Ads

When an ad is shown on a search engine, you say an ad has been served. Character limits of a text ad include....Headline 1-3: 30 characters....Description 1-2: 90 characters. You've got two headlines, which are 30 characters each, and you've got a free flow description area, which is 80 characters. Following on from that, you've got two paths. Your paths are the sub-directories that come after your main URL. got two 15-character spaces.

Account Structure: Negative Keywords

Words you do not want your product to be associated with. You might add the negative keyword "Free" to your campaign. By doing so, you avoid paying for clicks from people who are looking for free products or free services that you simply do not offer.

Customized Campaign for Location

You can select your locations, increase bids automatically for high value locations, or exclude certain locations from your campaigns.

Bid Adjustments for Campaign Optimization

You can set automatic bid adjustments for devices, demographics, remarketing lists, and locations.

Link Search Console on Google Ads

You should always link your youtube channel to your adwords because it allows you to serve ads on youtube and share remarketing lists. Were also able to see clicks from people who've seen our videos or subscribed to our youtube page.

Conversion Tracking in Adwords: Website

You've got conversions on the website, such as a purchase or a contact to team, and so on. So the way website stuff works is if there's a "thank you" page or a purchase complete page, you put a piece of code on that page and when that page shows, that page will only ever show after someone submits a contact request and will say, "Thank you for your request." Ecommerce Tracking

Ad Rank

is ultimately where you appear on the page. Your ad rank is decided when you multiply your quality score by your maximum CPC bid.