Workshop Adwords 2014
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Irina Marinescu presented on Google AdWords at the PRBeta Conference, covering topics such as campaign budgeting, targeted advertising strategies, and the importance of tracking tools. The presentation emphasized best practices for both B2C and B2B models, utilizing various types of campaigns and optimizing for conversions. It also highlighted the significance of structuring campaigns effectively and managing remarketing efforts to achieve better outcomes in digital marketing.
Workshop Adwords 2014
- 1. Irina Marinescu SEM Manager @ Sien France PRBeta Conference 16.05.2014
- 8. Business Model vs Adwords B2C (Agentie de turism SRL) 99% - DA B2B (Agentie Web SRL) 70% - DA B2C = B2B
- 9. Piata .ro
- 10. Piata .ro
- 13. Best Practices
- 14. Inainte de START The usual (card, adresa, buget) Obiectivele business- ului Detalii Clienti/Audienta Produse/Servicii importante Avantaje vs Concurenta Oferte speciale Locatie Landing Page Tracking
- 15. NO Shenanigans
- 16. Bugete
- 17. 1 Buget initial (30-150 lei/zi)x30,4 = 912-4560 lei/luna Keyword Planner Way sau
- 18. 2 Buget limitat Tip campanie Tip bidding Tip targetare Tip Optimizare Search manual long tail, cuvinte negative, brand competitori pozitie>2, ad scheduling, quality score, ad extensions, landing pages DE EVITAT: Display & DSA Automatizare Shared Budget
- 19. 3 Buget consumat/neconsumat Ad Scheduling 2 1 3
- 20. 4 Buget consumat/neconsumat Bid Adjustment 2 1 3
- 21. 5 Buget neconsumat 2 1 3 Expand campaign Increase bids Shared budget
- 25. Tracking
- 26. Tools -manage all scripts -goals; referrals; behavior; perf. -ALL campaigns -rankings & competitors -page performance -conversions
- 27. URL BUILDER Camp Exemplu Parametru Campaign Source* adwords utm_source=adwords Campaign Medium* cpc utm_medium=cpc Campaign Term (optional) sejur utm_term=sejur Campaign Name* sejur_grecia utm_campaign=sejur_gre cia www.nume-site.ro/?utm_source=adwords&utm_medium=cpc&utm_campaign=sejur_grecia
- 30. Care este structura perfecta? Varianta 1
- 31. Care este structura perfecta? Varianta 2 Awareness; Informatie Detalii Produs; Remarketing Oferta; Remarketing Remarketing Fidelizare hubspot
- 32. First do it. Then do it right. Then do it better.
- 33. Tipuri de campanii DISPLAY CTR mic, expunere, awareness, trafic rapid, validare MVP, termen mediu-lung. SEARCH ROI, optimizare, termen lung. SEARCH + DISPLAY SELECTED Validare ultra-rapida a MVP DSA (Dynamic Search Ads) Discovery tool, volum trafic pentru download si e-commerce, +SEM REMARKETING +ROI, excludere audiente MOBILE / APPS* Apps, optimizare scazuta, *volum mic si costuri mari SEM VIDEO Expunere, awareness, volum mare afisari vs. clicks SCM (Search Marketing Companion) Bonus
- 34. Display
- 35. UNDE: GDN (Google Display Network) AD FORMAT: Text, Banner, Video, Mobile, Social, Engagement, Dynamic TARGETARE: Cuvinte cheie, Placements (websites), Interests & Remarketing lists, Demographics, Topics MANAGEMENT: Auto - Conservative/Aggressive (DCO - Display Campaign Optimizer), Managed (Manual) REZULTATE: Awareness, Volum mare de trafic, Fidelizare
- 36. 1 Alege tipul de campanie Display 2 Structura unui Banner
- 38. 4 Targetare & Tools Use Display Planner: Direct Response / Branding Campaign
- 39. Mix & Match Targeting Targeting Control Relevancy Traffic Cost TOPICS x x PLACEMENTS x x x* x* INTERESTS x x x Keywords; Gender; Age; Bid Only x x x ATO** Conservative x x ATO Aggressive x*** x x Target and Bid x x x *in DCO (Display Campaign Optimization) mode **ATO = Auto Targeting Optimization ***discutabil
- 40. 5 Metrici specifici Impression Capping Awareness - Unique Users & Budget Spent Direct Response - Impressions/CTR; CPA; Conv
- 41. 5 Metrici specifici Campaign / Ad group level Exclusions + Targeting +Interest & remarketing
- 43. 6 Optimizare Display NU UITA DE CAMPANIE IN AUTO MODE ! PLACEMENTS CUVINTE CHEIE NEGATIVE EXCLUSIONS REACH & FREQUENCY DEMOGRAPHICS
- 44. Remarketing
- 45. 1 Tipuri Remarketing TOATE TIPURILE DE CAMPANII POT AVEA REMARKETING Display Search Apps Video
- 46. 2 Setare Remarketing All visitors - lista default Liste - audiente
- 47. Liste - audiente + membership
- 48. RMK - Display vs Search vs App Campanie Targeting Control Relevancy Traffic Cost Search (RLSA) Audiente - Liste x x+ 賊10% x Apps Audiente - Liste*; Targeting ** x x+ 賊10% x Display Campanie + Liste + Targeting Display x x+ 賊10% x Video Targeting x x+ 賊10% x *pt Search **pt Display
- 49. 3 Optimizare Remarketing OPTIMIZARE MANUALA A BIDDINGULUI ANUNTURI BRAND + OFERTE LISTE DURATA MEMBERSHIP REACH & FREQUENCY IMPRESSION SHARE (<100%) LANDING PAGE
- 50. 4 Exemple Liste Remarketing EXCLUDERE AUDIENTE: OS Pagina vizitata returning User VIZITATORII de Black Friday TARGETARE AUDIENTE: Shopping Cart Abandonment Pagina vizitata/Nevizitata VIzitatoriI de BLACK FRIDAY
- 51. Video
- 52. UNDE: Youtube Network & GDN AD FORMAT: Video, in-stream, in-display TARGETARE: Interests & Remarketing lists, Demographics, Topics, Placements, Cuvinte cheie Youtube MANAGEMENT: Auto OPTIMIZARE: /Targetare; Max Cost Per View/ad format REZULTATE: Awareness, Branding, Audienta
- 53. 1 Bidding & Targeting
- 54. 1 Bidding & Targeting
- 55. 2 Optimizare Campanie Video NU UITA DE CAMPANIE! REMARKETING LISTS PLACEMENTS CUVINTE CHEIE NEGATIVE EXCLUSIONS REACH & FREQUENCY DEMOGRAPHICS LANDING PAGE IMAGINI NECOMERCIALE CTA
- 56. 3 Metrici
- 57. Mobile / Apps
- 58. 1 Alege tipul de campanie DISPLAY SEARCH
- 59. TARGETARE: cuvinte cheie, placements, interests & remarketing, demographics, device, os, carriers & wifi networks MANAGEMENT: manual & auto (CPA level) REZULTATE: App Download, Extindere reach 2 Tip Anunturi si Targetare
- 60. 3 App Promotion
- 61. 3 App Promotion - Tracking Android App
- 62. 3 App Promotion - Tracking iOS App
- 63. 4 Optimizare Mobile CUVINTE CHEIE IMPRESSION SHARE CONVERSION OPTIMIZER PLACEMENTS & TARGETING EXCLUSIONS ANUNTURI
- 64. DSA Dynamic Search Ads
- 65. 1 Alege tipul de campanie PERFECT PENTRU E-COMMERCE NU CONCUREAZA DIRECT CU SEARCH STANDARD
- 66. 2 Setari 2 1 3
- 67. 3 Anunturi
- 68. 4 Tracking
- 69. 5 Metrici & Rapoarte See search terms See categories
- 70. 6 Optimizare DSA OPTIMIZARE CPC/CONVERSII CUVINTE CHEIE NEGATIVE NIVEL TARGETARE ANUNTURI WEBSITE COVERAGE BUGET
- 72. Shh e secret NU este o campanie de REMARKETING UNDE: GDN TARGETARE: search intent TIP: Display + Search VOLUM: 10-15% dintr-o campanie Display PERFORMANTA: = Search
- 73. Search / SEM
- 74. In tendinte
- 76. De 温沿姻看温沿艶 De mai 温沿姻看温沿艶
- 77. Keyword Research
- 78. Tools
- 79. Structura initiala Campanie Search Campanie Ad Group Ad Group Anunturi Cuvinte Cheie Anunturi Cuvinte Cheie max 10 3 - 7 2 Extensii Anunt cate se aplica
- 80. Cuvinte Cheie Match type Broad (Ampla): QS scazut Targetare: - extindere lista cuvinte cheie, - awereness, - volum mare, rapid - remarketing - video - display Optimizare: - cuvinte cheie negative Phrase (Fraza): Targetare: - control costuri - crestere CVR Optimizare: - cuvinte cheie negative - exact match - relevanta Exact: - cost ridicat Targetare: - control relevanta - ccrestere calitate leaduri Optimizare: - phrase - relevanta - bid
- 81. Optimizare Cuvinte Cheie Metrici Quality Score: 1-10; >7 - OK; <7 - NOT OK Optimizare: - relevanta la ad group, - anunt, - landing page, - produsul promovat Pozitie: >1 >5 - OK Optimizare: - crestere / scadere bid - optimizare QS - optimizare buget CTR: <3% - OK Optimizare: - anunt, - crestere/scadere bid - optimizare QS - optimizare LP Atentie! Volum scazut de Click- uri + Pozitie OK => Buget limitat Atentie! Cuvintele Broad au QS scazut, dar sunt OK pt Awareness si Discovery Atentie! CTR OK, volum scazut de Conversii => Ad+LP - relevanta scazuta
- 82. Optimizare Cuvinte Cheie Metrici Atentie! Adauga Search Terms in Exact Match si doar daca au date relevante Search Terms: Utilizare: - extindere lista cuvinte cheie, - cuvinte cheie negative - imbunatatire Impression Share - imbunatatire QS Auction Insights: Utilizare: - verificare status fata de competitite - descoperire competitie - urmarire competitie Keyword diagnosis: Utilizare: - verificare daca cuvintele cheie intra in licitatie si afiseaza anunturi
- 83. 6 Optimizare Search OPTIMIZARE CPC/CONVERSII CUVINTE CHEIE NEGATIVE QUALITY SCORE ANUNTURI BIDDING BUGET LANDING PAGE RELEVANTA, RELEVANTA! CUVINTE CHEIE + AD + LP
- 84. Anunturi
- 86. 1 Vrei sa fii LA FEL? Tenscores.com
- 87. 2 Si anunturile se TESTEAZA Durata*: 10 - 15 zile ; 150+ Impressions Obiectiv: CTR +100%; +Conversions; +CVR Tracking: Labels; Automated Rules Tools: Manual; Experiments - Adwords
- 88. 2 EXPERIMENTS - Adwords Ad Group - Anunturi - Anunt Nou 2 1 3
- 89. Ad Extensions
- 90. Tipuri de extensii anunt Extensie Descriere Impact Numar Sitelinks Extensions +URL-uri din site; extensie ad + ad URL +Relevanta +Trafic/ Leads 4 Location Extensions Listing Google Maps +Relevanta +Trafic/ Leads 1 Call Extensions website + tel; tel +Relevanta +Leads 1 App Extensions website promotion + app +app download 1 Review Extension +review-uri existente online* +Relevanta +Leads 1 Social annotations** Google+ follower # +Relevanta +Trafic/ Leads 1 *doar in engleza **automat
- 91. Tipuri extensii anunt Extensie Sitelinks Extensions Location Extensions Call Extensions App Extensions Review Extension Social annotations**
- 93. Tools
- 95. Automat & Manual Strategy Control Short Term Traffic Cost Difficulty Automated Rules x x x easy- medium Flexible Bid Strategies x x x easy- medium Enhanced CPC x x x easy Conversion Optimizer x x easy Manual x x easy-hard* *in functie de complexitatea campaniei
- 96. Strategy Goal Frecventa Metrici Automated Rules Increase/Decrease CPC zilnic; 7zile; 30zile Pozitie; QS; CVR; Impressions; CPA Flexible Bid Strategies Target ROAS zilnic ROAS (Conv. value/Cost) Enhanced CPC/campaign level Max Conversions zilnic CPC & Conversion Data Conversion Optimizer/campaign level Max Conversions @ min CPA zilnic Target CPA bid Manual** Clean non- performant Keywords 7zile; 30zile Clicks; Impressions; CPA; CVR *in functie de complexitatea campaniei **folosind Filtre Automat & Manual - exemple -
- 97. Filtre - exemple - Keyword Performance Frecventa saptamanal Look-back 30 zile Actiune Pause saptamanal 90 zile Increase bid by 0.01 lei ROAS Performance saptamanal 30 zile Increase bid by 0.01 lei
- 98. Google+
- 99. 2 1 3 Aduna 100+ Followers si updateaza continut Creeaza pagina G+ pentru website 1 Setari Extensie Anunt
- 100. 2 1 3 2 Campanie - Display Engagement
- 103. 1 Ce testez?
- 104. 1 1 2 3 4 5
- 105. Buton: Culoare; Pozitie; Text Imagine: Content; Pozitie; Dimensiune Headline: Text; Pozitie; Dimensiune Logo: Pozitie; Dimensiune Body: Text; Dimensiune; Pozitie Flow pana la Conversie: obstacole, distraction points
- 106. Testeaza cu SCOP - exemplu -
- 107. 2 Specs Durata: 10 - 15 zile Trafic: Low - 100%; Medium - 50%; High - 30%-50% Design: Low Traffic - go big; High Traffic - go small Tracking: Heatmaps; Clickmaps; CVR; Impact in flow; Engagement
- 109. Setari Adwords + Analytics- aceeasi adresa de email pt link 2 1 3
- 110. Goals
- 111. Custom reports
- 112. Intrebari