Day 6 - Search Marketing and AdWords Tools

SEARCH ADVERTISING
AND ADWORDS TOOLS

by Tuhin Ghosh

MBA (XLRI), Guest Faculty (IIM-L), Digital Marketing
Strategist and Consultant

SEARCH ADVERTISING AND ADWORDS TOOLS > RECAP

Key topics discussed in the last class:

o Understanding the reports and using them for analysis
o Knowing the metrics to measure your success as per your

goals

o Deploying conversion tracking to measure how well and from

where visitors are converting to your customers

o Using different campaign optimisation techniques













SEARCH ADVERTISING AND ADWORDS TOOLS

INTRODUCTION

Search Advertising and
AdWords Tools

SEARCH ADVERTISING AND ADWORDS TOOLS > INTRODUCTION

In this module, we will take up:

 Search Advertisement through AdWords
 Different tools that we can use in AdWords to manage

operations and scale up

SEARCH ADVERTISING AND ADWORDS TOOLS

KEYWORD

Search Advertising and
AdWords Tools

SEARCH ADVERTISING AND ADWORDS TOOLS > OBJECTIVES

At the end of this module, you will be able to:

o Dig deeper into search concepts like keyword planning and

extension

o Learn to create dynamic search Ads and use bid simulator
o Create wonderful Ad copies that increases your CTR
o Create landing pages that converts
o Use Campaign experiment to test and learn
o Seek out and leverage opportunities through opportunities tab

Use AdWords editor, AdWords API and manager account to
manage multiple accounts

SEARCH ADVERTISING AND ADWORDS TOOLS > WHAT WE WILL LEARN TODAY

Keywords: planning, matching and combination
Specifications of an Ad and how to put it to good use
Managing invalid clicks
Ad extensions and it’s usage
Dynamic search Ads
Landing page: your virtual front

SEARCH ADVERTISING AND ADWORDS TOOLS

KEYWORD PLANNING

Targeting Competition and Using
Bid Simulator

SEARCH ADVERTISING AND ADWORDS TOOLS > BUILDING A KEYWORD LIST (RECAP)

Think like a customer when creating the initial list
Group similar keywords into themes
Pick the right number of keywords
Use the Keyword Planner to find and select new

keywords

Improve click through rate with negative keywords
Use the search terms report to further improve the

keyword list

SEARCH ADVERTISING AND ADWORDS TOOLS > BUILDING KEYWORD TO TARGET COMPETITORS

Use competition brand name + keywords your competitor may

use
Example: if both you and competition X offer yoga class,
you may use:
X+[hydrogen yoga]
X+ “hydrogen yoga”
X+“hydrogen yoga locations”
X+hydrogen +yoga +deals

Use Remarketing List for Search Ads (RLSA) for customers

visiting your site and are also looking at the competition

Use bid strategy- ‘target outranking share’

SEARCH ADVERTISING AND ADWORDS TOOLS > BID SIMULATOR

Run simulation example: +300%

Estimate additional cost or clicks

Using Bid Simulator:

 Click the campaigns tab
 Select a campaign
 Select an Ad group
 Click the columns drop down menu
 Select bid simulator, and choose the columns you

want to add

SEARCH ADVERTISING AND ADWORDS TOOLS

AD SPECIFICATIONS AND WRITING
GOOD ADS

Enhancing Your CTR

SEARCH ADVERTISING AND ADWORDS TOOLS > TYPES OF AD IN SEARCH NETWORK ONLY

Standard:
Text Ad

All features:
Text Ad
Image Ad
App promotion Ad
Shopping Ad
Dynamic Search Ad

SEARCH ADVERTISING AND ADWORDS TOOLS > SEARCH AD SPECIFICATION

Max length Max length

(most (double-width*
languages) languages)

Headline: 25 characters 12 characters
17 characters
Display URL: 35 characters 17 characters
17 characters
Description line 1: 35 characters

Description line 2**: 35 characters

*Double-width languages include languages (like Chinese,
Japanese, and Korean) with double-width characters.

SEARCH ADVERTISING AND ADWORDS TOOLS > IMAGE AD SPECIFICATION

Desktop Browsers High-End Mobile Devices

Acceptable file formats: Acceptable file formats:
.GIF, .JPG, .JPEG, .PNG, .SWF .GIF, .JPG, .JPEG, .PNG

File size limits: 150 KB or less for all files. File size limits: 150 KB or less for all files.

Supported Ad sizes: Supported Ad sizes:
 250 x 250 square  320 x 50 mobile leaderboard
 200 x 200 small square  200 x 200 small square
 468 x 60 banner  250 x 250 square
 728 x 90 leaderboard  300 x 250 inline rectangle
 300 x 250 inline rectangle  320 x 100 large mobile banner
 336 x 280 large rectangle
 120 x 600 skyscraper
 160 x 600 wide skyscraper
 300 x 600 half-page ad
 970 x 90 large leaderboard

SEARCH ADVERTISING AND ADWORDS TOOLS > APP PROMOTION AD

Universal App Campaigns Mobile App Installs Mobile App Engagement

 Let AdWords create Ads in a Standard text and image Ad  These Ads add deep link to
variety of auto-generated formats wherein your Ads drive specific sections within your
formats for your Android App. your traffic directly to App stores mobile App, and helps to re-
to download your App. engage with your existing users.
 This feature works based on
your creative Ad text as well as  Standards and images are the
your App details in the Play allowable Ad formats.
Store.

SEARCH ADVERTISING AND ADWORDS TOOLS > CALL ONLY AD

Reach out by showing your
phone number, business
description and call button

Benefits:

 Targeted Traffic
 Offline Conversion
 Correlation with Call

Count
 Increased CTR

“Americans will spend $1.12 trillion in click-to-call commerce” –
either you leverage this or your competition will

SEARCH ADVERTISING AND ADWORDS TOOLS > WRITING A GOOD AD

Headline should be relevant and attractive
Highlight what makes you unique
Use a call-to-action
Include sale terms
Match your Ad to your keywords

Match your Ad to your landing page

SEARCH ADVERTISING AND ADWORDS TOOLS > WRITING A GOOD AD

Use extensions
Build credibility
Consider mobile
Use dynamic keyword insertion
Learn from competition
Experiment with various copies

Check for common Ad mistakes

SEARCH ADVERTISING AND ADWORDS TOOLS

MANAGING INVALID CLICKS

Negate the Wrong Segments

SEARCH ADVERTISING AND ADWORDS TOOLS > WHAT IS INVALID TRAFFIC

It is any form of accidental customer clicks.
Manual clicks that are an attempt to increase your costs.
Manual clicks that are an attempt to increase profits for the

websites hosting your Ads.

Clicks that are generated through artificial tools such as

robots or similar software.

Attempts to artificially increase impressions to lower click-

through rates.

SEARCH ADVERTISING AND ADWORDS TOOLS > HOW TO MANAGE INVALID CLICKS

Tracks invalid clicks from statistic table (Google usually

track invalid clicks through parameters like IP Address,
Time, Duplicate Clicks etc.)

Optimise your account by identifying low conversion

areas.

Use Google Analytics to map visitors behaviour and

refine traffic accordingly.

SEARCH ADVERTISING AND ADWORDS TOOLS > WHAT MAY NOT BE INVALID CLICKS

Low conversions may not be because of invalid clicks, it

may also be because of external changes(like market
condition), difficulty to navigate site, keywords or Ads not
being relevant.

Multiple clicks from the same IP address may be because

of returning visitors or 3rd party software's.

Clicks from Google while crawling.

SEARCH ADVERTISING AND ADWORDS TOOLS

AD EXTENSIONS

Negate the Wrong Segments

SEARCH ADVERTISING AND ADWORDS TOOLS > EDITING AD EXTENSIONS

Click the Ad extensions tab
Click the view drop down menu to select the extension

you want to bulk edit

Check the boxes of the extensions you want to edit
Click the edit button, that is located next to the

+Extension button

You can also edit by uploading spreadsheets

SEARCH ADVERTISING AND ADWORDS TOOLS > LOCATION EXTENSIONS

Provide customers with information such as your

address, phone number, other information (such as
business hours)

Information can appear in:
Google Search Network
Search Partner Sites
Google Map Search

Need to link it to your Google Business Account

SEARCH ADVERTISING AND ADWORDS TOOLS > SETTING UP LOCATION EXTENSIONS

Click the Ad Extensions tab
Select View: Location extensions from the drop-down menu

Click the +Extension button
You will be prompted to link your Google My Business account
Under the name of your Google My Business account, click + Filter
Choose “Business name”, “Business category” and or "Label and - type in the

relevant business name, category, and or label
Click Done

SEARCH ADVERTISING AND ADWORDS TOOLS > CALL EXTENSIONS

Drive just call and nothing else
Phone numbers can be set to show only in the business

hours

Clicks can be captured and analysed
Aids offline conversion
Increases CTR

SEARCH ADVERTISING AND ADWORDS TOOLS > SELLER RATING

Minimum 30 unique reviews in past 12 months
At least 3.5 rating (all rating are scaled at 1-5)
Sourced from Google trusted store, Google consumer

survey and shopping reviews

SEARCH ADVERTISING AND ADWORDS TOOLS > SITE LINK

Display additional information.
Makes navigation faster for ‘searchers’
Desktop- can show 2-6 sitelinks, mobile it can be up to

4

Had the ability to increase CTR
Can be engaged for other brand communications as

well

SEARCH ADVERTISING AND ADWORDS TOOLS > ELIGIBILITY OF SITE LINK

Your keyword's quality
Your maximum CPC bid
Your Ad position
Relevance between sitelinks and the landing pages they

lead to

The relevance of other Ads on the page
Other Ad extensions
The customer’s search query

SEARCH ADVERTISING AND ADWORDS TOOLS > CREATING SITELINK

Campaign Level At Ad Group Level

1. Select a campaign to add Sitelinks to 1. Select an Ad group to add Sitelinks to
2. Click the Ad extensions tab 2. Click the Ad extensions tab
3. Click the view drop-down menu 3. Click view
4. Click Sitelink Extensions 4. Select Sitelink Extensions
5. Click Edit (next to Sitelinks settings) 5. Click edit (next to Sitelinks settings)
6. This will show you all Sitelinks on your account 6. Choose Use Ad group Sitelink to create Sitelinks for this
Click an existing Sitelink or
Click New to create a new Sitelink Ad group

SEARCH ADVERTISING AND ADWORDS TOOLS > CREATING SITELINK

Campaign Level At Ad Group Level

7. Type in Sitelink text and URL 7. This will show you all Sitelinks on your account

8. You can type in additional information that you want to Click an existing Sitelink, or
appear with the Sitelinks in the description field. The
Description field is optional Click New to create a new Sitelink

8. Type in the Sitelink text and URL

9. You can type in additional information that you want to
appear with the Sitelinks in the description field. The
description field is optional

10. Click Save and return to the Ad group Sitelink
extension window

11. Next to “Show this extension on,” you can choose the
specific

12. Click Save

SEARCH ADVERTISING AND ADWORDS TOOLS

DYNAMIC SEARCH AD

Contextualising Queries

SEARCH ADVERTISING AND ADWORDS TOOLS > HOW IT WORKS

Choose categories to be targeted in your site
Can be done through titles or URL’s or specific words
Google matches queries to these categories
Generates headline and landing page URL

SEARCH ADVERTISING AND ADWORDS TOOLS > DYNAMIC SEARCH AD BENEFITS

Convenience : no mapping keywords, bids, texts required
Gets automatically updated as per the content
Relevant headlines generated
Control the content source (website)

SEARCH ADVERTISING AND ADWORDS TOOLS > TARGETING FOR DYNAMIC SEARCH AD

All web pages
Categories : targeting categories based on your website
URLs: targeting based on URL content
Page title: targeting based on the page title content
Page content : targeting based on the page content

SEARCH ADVERTISING AND ADWORDS TOOLS

LANDING PAGE CREATION

That Converts..

SEARCH ADVERTISING AND ADWORDS TOOLS > LANDING PAGE EXAMPLES
Clearly Spelling out the service or offering

SEARCH ADVERTISING AND ADWORDS TOOLS > LANDING PAGE EXAMPLES
Make it mobile friendly with easy navigation

SEARCH ADVERTISING AND ADWORDS TOOLS > LANDING PAGE EXAMPLES
Foster Engagement

SEARCH ADVERTISING AND ADWORDS TOOLS > OTHER LANDING PAGE TIPS

Check the loading speed, even a 3 second delay will

cause visitor to bounce off

Create distinct forms, but not too lengthy
Create clear CTA buttons and do not put “Submit” – give

innovative CTA

Check for colour contrast, use of white space and

cluttering of fonts

Look out for landing page policy violations

SEARCH ADVERTISING AND ADWORDS TOOLS > MOBILE LANDING PAGE TIPS

Simplify navigation
Reduce steps to purchase
Use click to call
Avoid any other promotions
Limit scroll and zoom for forms
Limit content yet make impact

SEARCH ADVERTISING AND ADWORDS TOOLS

CASE STUDY

Using Extensions to Increase
Conversions