Prac3 - Google Search AdWords

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Prac3 - Google Search AdWords

Uploaded by

Sharon

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CP3401/5636 Practical 3

Google AdWords Part 1

What are we doing?

Today, you are going to setup a Google AdWords campaign. The objectives of the campaign
of are to increase the website visit of your online store and customer call, this campaign
targets people from Singapore and Australia who are searching specific for your brand. You
are going to use a bidding strategy which is optimize for increasing the store visit and
customer call.

There are 4 parts in this practical:

 Part 1 Choosing a campaign type
 Part 2 Create your Ad Groups and AdWords
 Part 3 Class Discussions
 Part 4 Review Assessment 1 requirements

Resources:
 AdWords Fundamentals Exam Study Guide : Module 2 Setting up an AdWords campaign
https://support.google.com/partners/answer/6173416?hl=en&ref_topic=6123873
 Keyword Planner Help
 https://support.google.com/adwords/answer/2999770?hl=en

Part 1 Plan

Choosing a campaign type

1. Sign in to your AdWords account.
2. Click Create your first campaign.
3. Give your campaign a name, e.g. “Search | Visit Online Store | English”, a best practice is to make a
descriptive campaign name, include the type of network used, the objective of the campaign and the
targeting language and/or location the.
4. From the drop-down menu, select the campaign type “Search Network Only”
5. Select to include All features.

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Google AdWords Part 1

6. Make your choices for the following settings: Locations (Australia / Singapore), Languages (English).
7. Select Target Maximum Click as the Bid strategy with a Budget of $10 per day.
8. In the Ad extensions section, check the Extend my ads with a phone number
9. Click + New phone number, and edit the detail to limit the phone number to only appear during 8am
to 6pm on weekdays.

10. Click Save

11. Check the Ad delivery: Ad rotation section, make sure Optimize for click is selected.

12. Click save and continue.

Part 2 Create your Ad group and AdWords

13. Give a name to the ad group and start to create your ad.
Review this page to get some ideas for creating successful AdWords
https://support.google.com/adwords/answer/1704392?hl=en&authuser=0

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Google AdWords Part 1

14. Scroll down to the Keywords section and input related keywords for the ad.

 Think like your customers: what search terms they will use to find your website/products
 Use Google keyword planner (you may want to open it in a new browser tab)
 https://adwords.google.com/ko/KeywordPlanner/Home to do your keyword research, you
can get ideas to collect a list of keywords, you can also estimate the cost and performance

of keywords.
 Remember, relevant and specific keywords are important, e.g. “dress” is not a specific
enough, you may try “blue long evening dress” or “Italy made blue evening dress”
 Keyword Planner also allow you to estimate the impression/click and cost of your
keywords
15. Input a value for the Default bid (keyword-level bids) and Click estimate search traffic.
16. Check the Avg. CPC, Click/day and Cost/Day value.
17. Adjust to keyword selection and match types (e.g. broad match, phrase match, exact match, negative
match) and bid value to obtain at least 20 Click/Day within the budget of 10 AUD per day.
18. Once you have finished the keywords selection, click Set up billing later.
19. You will then be redirected to the keywords performance page, check the status of each keyword, you
may need to adjust the bid or remove some keywords which are below first page bid.

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Google AdWords Part 1

20. Click the Campaigns Tab on the top menu, the click the name of the campaign you have just created.

Bid Adjustment Example

Bid adjustments allow you to show your ads more or less frequently based on where, when, and how people
search. For example, sometimes a click is worth more to you if it comes from a mobile device, at a certain time
of day, or from a specific location. The range of adjustment is -90% to +300%.

Say you're running a campaign that targets the Australia and is scheduled to run all days of the week. And,
you've set an ad group max CPC bid of AUD$1. You decide to add a +20% bid adjustment for mobile user,
and a -50% adjustment for Saturday. Your resulting bid for a search with Mobile on a Saturday will be
US$0.60. Here's the math:

Starting bid: $1
Mobile adjustment: $1 + ($1 x 20%) = $1.20
Saturday adjustment: $ ($1x -50%) = $0.50
Resulting bid for searches with Mobile on Saturday: $1.2 * (1-50%) = $0.60
Resulting bid for searches with Mobile on Sunday through Friday: $1.20
Resulting bid for searches with other devices on Saturday: $0.50
Resulting bid for searches with other devices on Sunday through Friday: $1.00

21. After some researching using the consumer barometer with Google
https://www.consumerbarometer.com/en/graph-builder/?question=S34&filter=country:australia
We found that in Australia, < 20 % of online purchase happened with smartphone or tablet, in this case,
we should decrease the bid with mobile and tablet for at least 50%.

22. In the Settings tab, under the Devices section, click Change mobile bid adjustment

23. In the Settings tab, then the All settings tab, under the Locations section, click Edit

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Google AdWords Part 1

24. In the Settings tab, then the All settings tab, under the Locations section, click Location options
(advanced)
25. Select “People in my targeted location”

26. Click Save.

Part 3 Class Discussion

27. Class show their AdWords designs to each other and discuss the justifications of the designs.
28. Instructor may invite students to present to the class.