![Keyword Match Types
[Exact match] (close variants and reverse order)
Phrase match
Broad match
Broad match modifier](https://image.slidesharecdn.com/idmp-batch5-240130171643-830fdbe3/85/IDMP-Batch-5-pptx-Google-ads-and-YouTube-ads-74-320.jpg)
![Keyword Match Types Cont.
Match Type Keyword
Example
Search Term Matches Will NOT trigger
these
Includes
Exact match [anex chopper] anex chopper
anex choppers
chopper anex
good anex chopper exact matches,
close variants,
misspellings,
reverse orders
Phrase match anex chopper buy anex chopper
anex chopper for sale
chopper anex, anex
1043 chopper
all exact
matches (except
reverse order),
phrase matches
Broad match anex chopper buy chopper
cheap choppers
anex 1043 chopper
westpoint chopper*
sandwich maker all phrase/exact
matches,
reverse orders,
can match wildly
Modified broad
match
+anex +chopper buy anex chopper
anex 1043 chopper
cheap choppers anex
buy chopper
cheap choppers
all phrase/exact
matches,
reverse orders,
broad matches
containing all
words with +
sign](https://image.slidesharecdn.com/idmp-batch5-240130171643-830fdbe3/85/IDMP-Batch-5-pptx-Google-ads-and-YouTube-ads-75-320.jpg)
![Negative Keywords
Keyword
Example
Negative
Match Type
Will Block These
Searches
Will NOT Block These
Searches
anex
chopper
[anex
chopper
parts]
anex chopper parts anex chopper
chopper parts anex
buy anex chopper parts
anex
chopper
parts
buy anex chopper parts
anex chopper parts
anex chopper parts for
sale
anex chopper
anex chopper genuine
parts
chopper parts anex
anex chopper
parts
anex chopper parts
anex chopper genuine
parts
chopper parts anex
chopper parts
anex chopper part
westpoint chopper parts](https://image.slidesharecdn.com/idmp-batch5-240130171643-830fdbe3/85/IDMP-Batch-5-pptx-Google-ads-and-YouTube-ads-76-320.jpg)
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IDMP - Batch 5.pptx Google ads and YouTube ads
- 1. AdWords 101
- 2. Introduction Session 1
- 3. Syed Sayem Mustafa More than 6 years of experience Tradekey Gaditek | disrupt.com company Daraz Asia | Alibaba Group Goto.com.pk Also worked as a consultant for Suncart, Emaymar, Chester Barnard and few other clients Managed more than $700,000 budget per month
- 4. What others say about me
- 5. The 4Ws & 1H to Demystifying AdWords What is AdWords? Who can use AdWords? How does this work? When can I start seeing results? Who is suited for AdWords? 1 2 5 3 4
- 6. Google Ads Certification Google Fundamental Advance Search Advance Display Advance Mobile Advance Shopping Advance Video
- 8. Connect with Consumers When They Search with Googles Search Solutions Connect with Consumers When They Pursue Interests with Googles Site Targeting Reach customers via Two advertising touch points: Reaching Customers Online
- 9. Reach Users When They Search AdWords Ads
- 10. Google Content Network Hundreds of thousands of worldwide content partners Google Advertising Network* Google Content Network Reaches 548 million worldwide Internet users, more than any other property or network Tens of thousands of advertising auctions occur every second to select and serve relevant ads Hundreds of thousands of worldwide advertisers and publishers Google Content Network
- 12. Google Confidential and Proprietary Google Confidential and Proprietary What is AdWords?
- 13. Search: Seeking and finding relevant and useful information. Googles Mission: Organise the world's information and make it universally accessible and useful. What Is Search?
- 14. Google Search Makes Finding Information Simple
- 15. Google Search: Fast and Easy User Experience
- 16. Anatomy of a Google Search Results Page Organic Natural Search Results Cost free; results are based on Google ranking algorithm of relevance to search query
- 17. Anatomy of a Google Search Results Page Sponsored listings: Top 3 or 4 & Remaining at bottom
- 18. Image ad on Google AdWords expands on to Display Sites
- 19. Google Value Proposition The 3Rs of Google AdWords Reach Real-time distribution at massive scale Relevance Your ad is seen only by prospects who are looking for what you have to offer ROI Pay-per-click model ensure that you are paying for qualified leads
- 20. REACH: Google is in the connections business Connect consumers to ALL the information they care about Connect marketers to ALL the customers they care about
- 21. REACH: Google Search Users search for information here Users get results here matched with relevant ads Products Connect with consumers when they search and browse
- 22. RELEVANCE: Through Targeted Ads Targeted Ad Good User Experience Higher Clickthrough Rate More Qualified Leads Increased Conversions
- 23. Region City Radius RELEVANCE: Sharpen Your Focus Country, Regional, and City-level Targeting Reach customers searching for results in geographic areas you choose Customized Targeting Reach customers searching for results in an area you define Language Targeting Reach users searching in a specific language, wherever they are
- 24. ROI: In Metrics and Reporting Return on Investment (ROI) is the value received from advertising in relation to the cost of advertising
- 25. Reach: Real-time distribution at massive scale Shows on Google search, search partner sites and the Google Display Network and reaches a large number of users at scale. Relevance: Targeted ads Attract users who are interested in the product or service. ROI: Accountable and Measurable Results Choose a pricing model that best suits your needs, and measure your return on investment. AdWords Value Recap
- 26. Where do these ads show?
- 27. Google and its properties
- 28. The Search Network Ad Distribution: Google ads also appear on searches done on hundreds of partner sites (referred to as search syndicates) Search query: Car insurance Five AdWords ads under sponsored links
- 29. The Display Network - example Indonesia And more
- 30. Everyone wants to be in First Position The position of each ad is determined using a ranking formula
- 31. The Auction: How Does Ad Ranking Work? Every time someone does a Google search
- 32. The Auction: Basics Maximum Cost-per- click Quality Score X Ad Rank is determined by an auction of the ads relevance and the amount advertisers are willing to pay
- 33. Maximum CPC: You have the control e.g. If your Max CPC = $1.20, you will never pay more than $1.20 per click Your Max CPC is the most you are willing to pay for a click on your ad. Maximum Cost-per- click
- 34. Quality Score: Made up of several factors Quality Score Quality Score Historical CTR Historical CTR of display URLs Account CTR Landing Page Quality Ad Group Relevance Search Query Relevance
- 35. Google Users Advertisers A U G Quality Score is our way of balancing the interests of all parties in the online advertising ecosystem. Why do we have Quality Score?
- 36. An Auction Example Advertiser Quality Score Max CPC Rank Ad Position How much will I pay? 6 $2 12 1 4 $2 8 2 2 $3 6 3 The AdWords Discounter adjusts your actual CPC to the minimum amount needed to exceed the rank of the ad immediately below it. (8/6)+ 0.01) $1.34 Min Price Step 1: Calculate Rank Step 2: Position Ads Joey Vinny Sam (6/4)+ 0.01) $1.51 Step 3: How Much? Notes: Actual CPC is always less than your Max CPC An advertiser may appear above a competitor and pay less
- 37. When can I see results?
- 38. Results within the AdWords Account You can start seeing results within hours
- 39. Google Confidential and Proprietary Google Confidential and Proprietary Who is suited for AdWords?
- 40. Google Confidential and Proprietary SMEs and large advertisers can take advantage
- 41. Google Confidential and Proprietary SMEs and large advertisers can take advantage
- 42. Google Confidential and Proprietary What makes it an even playing field? Maximum Cost-per- click Quality Score X Ad Rank Targeting Options Customized Creatives
- 43. Google Confidential and Proprietary Google Confidential and Proprietary AdWords Settings
- 44. Creating an Ad Schedule
- 46. Ad Schedule Bid Adjustment
- 50. Example Ads
- 51. Example KeyWords
- 52. Tools Options
- 53. Payment Types Automatic Payment Manual Payment support.google.com/adwords
- 56. Account Structure Cont. The Campaign Level: Laying the Foundation The Ad Group Level: Building Your House Keyword Selection: Interior Decorating Ad Copy: Exterior Design Ad Extensions: Adding a Backyard Pool
- 57. Campaign Types Search Display Shopping Video Universal App Campaign
- 58. Goals
- 59. Campaign Name
- 60. Networks
- 61. Locations
- 62. Languages
- 63. Budget
- 64. Bidding
- 66. Keywords - Session 3
- 67. Basic criteria for keyword selection Relevant (can bring leads/sales) Sufficient search volume Affordable
- 68. Common keyword categories Brand keywords (as opposed to non-Brand) Short-tail vs long tail keywords Double/multi-intent keywords Root + modifier keywords
- 69. Common keyword categories Cont. Brand keywords (as opposed to non-Brand) Daraz.pk Daraz laptops Buy mobiles daraz.pk Olx Karachi corolla 2014 olx
- 70. Common keyword categories Cont. Short-tail vs long tail keywords Short tail examples: mobile phone, Samsung, online shopping Long tail examples: cheap anex egg beater for sale, buy Samsung note 8 in Karachi, I want to buy Persian cotton formal shirts online
- 71. Common keyword categories Cont. Double/multi-intent keywords low priced choppers (chopper also refers to helicopters) python Ruby
- 72. Common keyword categories Cont. Root + modifier keywords Root keywords: chopper, blender, plumber, divorce lawyer Modifiers: cheap, affordable, best, near me, in {location} Tools for mixing keywords: https://www.searchbloom.com/keyword-bloom- keyword-mixer/, Excel
- 73. Keyword vs Search Term Keyword: What we enter in Google Ads Search Term: What people search in Google
- 74. Keyword Match Types [Exact match] (close variants and reverse order) Phrase match Broad match Broad match modifier
- 75. Keyword Match Types Cont. Match Type Keyword Example Search Term Matches Will NOT trigger these Includes Exact match [anex chopper] anex chopper anex choppers chopper anex good anex chopper exact matches, close variants, misspellings, reverse orders Phrase match anex chopper buy anex chopper anex chopper for sale chopper anex, anex 1043 chopper all exact matches (except reverse order), phrase matches Broad match anex chopper buy chopper cheap choppers anex 1043 chopper westpoint chopper* sandwich maker all phrase/exact matches, reverse orders, can match wildly Modified broad match +anex +chopper buy anex chopper anex 1043 chopper cheap choppers anex buy chopper cheap choppers all phrase/exact matches, reverse orders, broad matches containing all words with + sign
- 76. Negative Keywords Keyword Example Negative Match Type Will Block These Searches Will NOT Block These Searches anex chopper [anex chopper parts] anex chopper parts anex chopper chopper parts anex buy anex chopper parts anex chopper parts buy anex chopper parts anex chopper parts anex chopper parts for sale anex chopper anex chopper genuine parts chopper parts anex anex chopper parts anex chopper parts anex chopper genuine parts chopper parts anex chopper parts anex chopper part westpoint chopper parts
- 77. Keyword Planner Add irrelevant words to negatives and refine the searches again for better keyword lists Competition column is very useful. Usually, keywords with LOW competition are not buyer keywords. We can use the Landing Page option and use your own page, a competitors URL, or a wikipedia page to generate more keyword ideas
- 78. Keyword Filtering Download list of all the keywords from Keyword Planner Try to find broader keywords first which are relevant and also have some search volume. Beware of double/multi-intent keywords Also mark potential negative keywords at this stage
- 79. Ad Group Formations Most common: Multiple, related keywords in same ad group SKAG (Single Keyword Ad Group): One keyword per ad group
- 80. Misc Items Dealing with Low Search Volume, Below First Page Bid, and Low Quality Score keywords Knowing what options are available at what level (account/campaign/ad group/keyword) Campaign Structures: Website Categories, BMM/Exact, Discovery/Winner, Further segmentation by Device
- 81. Ad Copies Session 4
- 82. Anatomy of an ETA ad Headlines (30 char each) Description line (90 char) Path 1 & Path 2 (15 char each) (optional) Final URL Mobile URL (optional)
- 83. Basic Adwords Policies Prohibited/Restricted content Prohibited practices Editorial and technical guidelines Source: https://support.google.com/adwordspolicy/answer/6008942
- 84. Common Policy Violations Ads: Unsupported characters, all CAPS, excessive exclamation marks, multiple domains per ad group, trademark usage, click here text, using superlatives with supporting evidence, phone numbers Landing Pages: Before/after photos, unrealistic claims, miracle cures, prohibited drug names, missing privacy policy, back button hacks, annoying pop-ups, arbitrage, bridge pages (affiliates), incomplete websites (with non-functional links), 404 pages
- 85. Fixing Policy Violations Must work with AdWords Support. Be polite and humble. Show you are willing to change things but need more clarification and specific advice Repeated and/or serious violations (esp. related to landing pages) can result in account suspension NEVER, EVER create another AdWords account as it will result in a chain of account suspensions.
- 86. Best Practices For Writing Ads Use keyword in headlines Focus more on benefits, less of features Use Call to Action (CTA) Use Path 1/2 for CTA or locations/keywords if keyword is longer
- 87. Best Practices For Writing Ads Write simple ads (that less literate people can understand) Use emotional triggers, show them results they want (create urgency, curiosity, hope, exclusivity, etc) Write ads that appeal to your audience but not to others Make sure there is no mismatch b/w ad and landing page
- 88. Ad Extensions Automatic (Consumer ratings, dynamic sitelinks, dynamic structured snippets, etc) Manual (Sitelinks, Call extensions, Callouts, Reviews, Structured Snippets, Location extensions, etc)
- 89. Ad Extension Best Practices Keep them relevant Add more benefits & features Avoid using same language used in ads Use Call Reporting for Call extensions (where supported)
- 90. Competitor Research (for Ads) Spyfu/SEMRush Manual searches (use specific country domains) Check similar businesses in larger locations
- 91. Landing Pages Session 5
- 92. Landing Page Best Practices Focus on one conversion action/offer and have it clearly stated Keep your page & language simple and clear Have a clear CTA, above the fold and at the bottom Use headlines, sub-heads, bullets, not long paragraphs
- 93. Landing Page Best Practices DONT use sliders or distracting elements Have a clear Value Proposition/USP Include social proof (testimonials/seals/etc) to support your claims Answer common anxiety points (about your service/product and the process) Reduce friction on the page
- 94. Landing Page Design Tools Clickfunnels Leadpages Unbounce Instapage Thrivethemes
- 95. Landing Page Best Practices (Adwords Specific) Use keywords in headlines Have privacy policy (mention how you process information collected) Have some basic navigation links, ideally in the footer Have original content
- 96. Landing Page Best Practices (Google Ads Specific) Ideally, have separate landing pages for PPC Make sure the landing page offer/copy matches the ad copy Make sure your page is responsive Make your page(s) load fast (https://testmysite.withgoogle.com/intl/en-gb) Have a thank you page (upsell?) and add conv tracking codes Have remarketing and other codes on the landing pages
- 97. Conversion Tracking Session 6
- 98. What is a conversion? Macroconversions (sale, form submission, phone call) Microconversions (unique pageviews, time on site, button clicks, etc)
- 99. How conversion tracking works? Full cycle from impression to conversion How cookies work (conversion window) Adwords vs GA conversion tracking
- 100. Setting up conversion tracking Creating a new conversion action Copying conversion tracking code Inserting tracking code into the thank you page Checking using Google Tag Assistant & manually
- 101. Setting up conversion tracking Cont.
- 102. Google Analytics & Adwords Linking Google Analytics with Adwords Importing goals from GA into Adwords
- 103. Display Marketing Session 7
- 104. Display targeting Users (behavioral/demographic) Webpages/apps/videos
- 105. Types of Display targeting Keywords Placements (Automatic vs Managed) Topics Interests & Remarketing Demographics (Gender, Age, Parental Status)
- 106. Interests & Remarketing Affinity Audiences (long-term) In-market Audiences (short-term) Remarketing Lists Customer Email Lists Similar Audiences
- 107. Type of Ads Banner ads (different sizes) Responsive ads Text ads
- 108. Setting up a Display campaign Frequency capping (separate for img/txt) Separate ad groups for each audience (ideally) Add keywords in plain broad match Start with list of Search campaign keywords
- 109. Setting up a Display campaign Test different offers for Display traffic Mix multiple audience types Display Planner
- 110. Important exclusions adsenseformobileapps.com & appspot.com Irrelevant/low quality Site Category Options
- 111. Maintenance & Optimization Check and exclude non-converting placements Exclude suspicious placements (very high CTR) Raise bids or separate campaigns
- 112. Universal App Campaign- Session 8
- 113. Platforms
- 115. Ad Assets
- 116. Youtube Campaign Session 9
- 117. Campaign Subtype
- 118. Inventory Type
- 119. Ad Types
- 120. Remarketing Session 10
- 121. What is remarketing? Way to show ads to your past website visitors You generate a remarketing code first Insert the code on all webpages Code leaves a cookie in the browser of users who browse your webpages
- 122. Installing Remarketing Code Generate remarketing code inside Adwords Add code on all your webpages Check using Google Tag Assistant Check inside Adwords (and see how the list grows)
- 124. Display Remarketing campaign set up (live demo) Create Display Only campaign Use common campaign settings (must set correct frequency capping) Simple remarketing ad group set up
- 125. Other important things about remarketing Ensure your privacy policy is updated if needed Test different offers for remarketing campaigns Exclude mobile apps and irrelevant categories
- 126. Shopping Campaign Session 11
- 127. Standard Shopping Find the right user while they are searching on Google.com and Search Partners Channel Bidding What is different about Standard Shopping eCPC Partially automate bidding to maximize conversions while keeping cost about the same Targe t ROAS Fully optimize bidding to reach your target ROAS
- 128. Proprietary + Confidential Search Display Network YouTube Gmail Smart Shopping Find the right user on the right channel at scale Channel
- 129. Proprietary + Confidential Your business goals Across Google Machine learning Campaigns based on your objectives: Maximize conversion value (optional target ROAS) Automated optimization across intent signals Combine Shopping and Remarketing to reach customers on Search, Display, YouTube and Gmail How Smart Shopping campaigns work Bidding
- 130. Proprietary + Confidential Campaign structure with Standard Shopping Guiding principles: 1. Breakout products into different campaigns if they have different KPIs (e.g. maximize traffic on top sellers vs. maximize revenue at target ROAS) 2. Information about target ROAS group include in Custom Label for each product 3. For each ROAS groups create separate Ad Group with different bidding strategy
- 131. Proprietary + Confidential Campaign structure with Smart Shopping Select the products you want to target in your campaign We recommend targeting all products with one campaign for maximum simplicity and performance. There are a few limited scenarios where you might target a subset of product in your Smart Shopping campaign: If you want to start testing on a specific product category only If you have very different ROAS goals or budgets for certain products, you can use separate campaigns and product groups to set a specific budget and target ROAS.
- 132. Proprietary + Confidential Product groups rely on values in your feed Attribute Good for creating products groups and bidding if... Example Product type You use your own product categorization system Road Bikes Category You dont have your own taxonomy, but want to bid by product lines / types Bike>Road Bikes>Mens Brand Your products have similar product types so value mostly varies across brands Acme Bikes ID You have a small number of products you want to bid separately on 12345-0 Condition You have many used / refurbished products New Custom labels You want to bid by your own, customized categories - most commonly used for performance Bestsellers You can use any 6 attributes from your data feed to create product groups.
- 133. Proprietary + Confidential Utilise your custom labels Custom labels are ideal for subdividing products beyond structural attributes. Label Definition Potential custom_label values 0 Seasonal Spring, Summer, Autumn, Winter 1 Promotion Sales, Merchant Promotions 2 Best / Low Seller Bestseller, low seller 3 Margins High margin, low margin 4 Holidays Valentines day, mothers day, Christmas
- 134. Proprietary + Confidential Set up product filters to submit Google-compliant products Remove via categories Examples: 1. E-cigarettes 2. Pharmaceuticals 3. Viagra variants 4. Alcohol 5. Weight loss 1 Remove via keywords Examples: 1. Diet 2. Sex toys 3. Beer 4. Sake 5. Drug terms 2 Remove via condition Examples: 1. Adidas < 1.500.000 2. Casio < 1.000.000 3. iPhone X < 25.000.000 3
- 135. Proprietary + Confidential Others ID Title Description Link Image Link Availability Price GTIN Condition Product Type Brand Color ... 123 Nike Swoosh T- Shirt - Mens This classic Nike tee is perfect for weekend downtime. 100% cotton, twin stitched. www.exam ple.com/ite m123 www.example .com/images/ 123. jpg In stock 100000 IDR 112345678901 New Mens > Tops Nike Red 456 Fisher-Price KicknPlay Piano With 12 musical keys and lights, babies of all ages will love this piano. Size 40cm x 20cm www.exam ple.com/ite m456 www.example .com/images/ 456. jpg Out of stock 200000 IDR 199123456789 New Toys > Baby > Music Fisher- Price Blue Mandatory Attributes Its really just a big list of products and information about those products Important Attributes What does a Google feed look like?
- 136. Proprietary + Confidential Fashion Grocery Electronics Fashion > Mens > Tops Grocery > Food > Baby Electronics > Phones & Tablets Fashion > Mens > Tops > Shirts Grocery > Food > Baby > Baby Snacks Electronics > Phones & Tablets > Smartphones Poor Good Excellent Improve Product Type Depth
- 137. Optimization Session 12
- 138. 80/20 Mindset 80/20: Adwords is Big. You can do a lot. Time is limited Select items that will have maximum impact by spending minimum time Prioritize tasks based on the needs
- 139. Search Term Analysis Analyze for high impr/clicks Add good ones to keywords (ideally in SKAGs) Add bad ones to negatives
- 140. Ad Split Testing Test multiple ads in an ad group, starting from major changes (KPIs: CTR, CPA and Conv Rate) Check competitor ads for ad testing ideas (as discussed in Ads session) Ad Delivery campaign settings
- 141. Analyzing various segments View the Segments dropdown in all tabs (Day of Week, Hour of Day, Network, Device) Types of segments and how to use the data View Final URL and location reports in Dimensions tab
- 142. Understanding Bid Modifiers Common bid modifiers (Locations/Ad Schedule/Devices) Add locations/times to apply modifiers How multiple bid modifiers work with each other
- 143. Keyword Analysis Pause keywords with high cost but no conv Pause/(Lower Bids for) keywords with high cost/conv Raise bids for low cost/conv if budget allows
- 144. Budget Optimization & Management Check budgets daily or automate Check Impression Share to find if Campaigns are losing impressions due to budget Use Standard Delivery when Limited By Budget and Accelerated otherwise
- 145. Miscellaneous Stuff Analyze placements, add bad ones to negatives Analyze performance of extensions Keep yourself updated with new changes by Google
- 146. Miscellaneous Stuff Test different landing pages, changing offers/text/etc Find and fix QS issues, focusing on 80/20 Check notifications, Keyword Opportunities, disapproved ads, site suspensions, Approved (Limited) and other status issues