Search Marketing

Session 5
Reviewing last class
Basics of Google Ads
• Which are the different types of Google's advertising networks?
• Which are the different types of Campaigns?
• What do you pay for exactly?
• What are ad groups?
• What are keywords?
• What are the different types of Ad formats?
Google Ads

• Search Network advertising

• Display Advertising
• Remarketing
• Google Product listing
• Via Google merchant centre
Account structure
Campaigns, Adgroups,
Example:

Ad group
Ad group

Ad group
Ad group
 Campaign

Ad
groups
Ad copy and other details
Type of
network

Ad copy
Campaign set up

• Select your campaign type and name. ...

• Choose the geographic location where you'd like ads to show. ...
• Choose your “bid strategy,” and set your daily budget. ...
• Create your first ad group, and write your first ad.
Creating the ad copy
•Expanded text ads differ from standard text ads in a few
important ways. They have:
•Two headline fields (up to 30 characters each)
•A single, expanded description field (up to 80 characters)
•A display URL that uses your final URL's domain
•Two optional ”Path” fields, used in the ad’s display URL (up
to 15 characters each)
Keywords
Types of Keywords
• Broad
• Modified broad
• Phrase
• Exact match
Keyword type explained
•Broad match = Contains all the words, may be in any order,
and may include other words

•Phrase match = Contains all the words, in order, and may

include other words before or after the phrase

•Exact match = Contains only these words in this order

Keywords explained
Keyword type explained
Working with keywords

• Which type of keywords to use?

• How much to bid?
• Experiment, Experiment, Experiment
• Evaluate what works for you
Working with Keywords

• New campaigns
• Existing campaigns with legacy account setup
Which type of keywords – New campaigns

• Broad keywords
• Broad match to show your ad to a wide audience
• Higher visibility for the campaign
• Leads to higher budget

• Combination of Phrase & Exact Match keywords

• Restricts the visibility
• Higher probability of conversion
• Focused target audience
Broad keywords - New campaigns

• Broad keywords
• Helps to identify which keywords work the best for the campaign
• Expanding keyword list with use of actual search terms
• Need to use negative keywords extensively
Modified Broad keywords
• Best bet to start a new campaign
• MB keywords have replaced both Phrase and Broad Match in
many of campaigns.
• They allow just enough flexibility not to have to include all
variations of a given keyword.
• Stricter than Broad Match and doesn’t allow your keywords
to appear for unwanted keywords
Types of Bidding
• Manual Bidding – CPC
• Automatic Bidding – CPC
• Focus on driving traffic with maximising the clicks.
• Advertiser can set a limit for the maximum bid

• Enhanced CPC
• Those focused on conversions
• AdWords automatically increases or decreases the bids to drive
conversions
Bidding strategies

• If you want customers to take a direct action on your site

• If you want to generate traffic to your website
• If you want to increase brand awareness—not drive traffic to
your site
• If you run video ads and want to increase views or
interactions with your ads, you can use cost-per-view (CPV)
bidding. 
Quality Score

• Depends on
• CTR ( Click Through Rate)
• The relevance of each keyword to its ad group.
• Landing page quality and relevance.
• The relevance of your ad text.
• Your historical AdWords account performance.
• Better quality score leads to
• Higher rank
• Lower cost per click
Ad copy for better CTR
#1: Put a Special Offer in Your Headline
#2: Put Your Main Keyword in Your Display URL
#3: Use Title Case in your ad copy ( Capitalise the start letter of each
main word)
#4: If possible - symbols in your Advert copy
#5: Include Call to Actions in the copy
#6: Create a sense of urgency ( limited time offer / till stocks last)
#1: Put a Special Offer in Your Headline or Anything that will attract your attention.
#2: Put Your Main Keyword in Your Display
URL
Use Title Case in your ad copy ( Capitalise the start letter of
each main word)

•High CTR alone will not give you more conversions

•Example of a Standard ad vs Extended ad
#4: If possible - symbols in your Advert copy
#5: Include Call to Actions in the copy
How to improve CTR with better AD extensions

1. Sitelinks
2. Locations
3. Calls
4. Structured snippets
5. Apps
6. Price extensions
7. Text extension
Site links helps improve rank..
Callout vs structured snippets
Site links are very critical
 App Ad extension
Adds an app download button next to your
search ad, you can have it
To be shown only on a mobile device.
SMS Ad Extension
Setup SMS extension
SMS extension
•Business Name (25 Characters): Provide a business name people are familiar
with.
•Text Phone Number: This is the number that people will be sending texts to. 
•Extension Text (35 Characters): This is the text that will appear on the SERP
alongside your ad. Use words which prompt the viewer to take action “text
now”
•Message Text (100 Characters): After a user clicks on your extension, Google
will populate this message in the text field of their native messaging app. Use
this message to help your prospects begin a conversation with your sales
team. 
How have the SMS Ad extension performed
It is not that call extensions are always shown
above site extensions in mobile ads
 Which keywords are
How to evaluate converting

Better ROI = Better

Ensure you are Conversion Rate &
enjoying 1positions thus, lower cost per
conversion

You know that your

ads are working when
you have a good CTR

Investigate why keywords are Experiment with a different

getting clicks but not converting landing page
Match landing page = Ad text = Keywords

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Regular evaluation
Why check search terms?
Regular evaluation
Update negative keywords list
Optimize low-performing keywords
Keyword diagnosis: Check 1st page / Top pos / 1st pos bids
AdWords reporting … Reality check
•No one has time to read your report if it is more than 2 pages.
•Give executive summary of the results in the email.
Our experience with Pinnacle computers
•We were connected in August 2015
•Started working on SEO in Nov-Dec 2016.
•Approached us about handling their AdWords campaign in March
2016
Existing AdWords agency..
•Promised to have 8 keywords on top position using AdWords
•They were charging on a per keyword basis.. -
Reports by existing agency
Educating the client
I think there seems to be some misunderstanding. What we have quoted is for a campaign and not for
one keyword. 

The whole idea is to ensure that we achieve, not only top position for our ads, but also the action that a visitor
should accomplish when he/she clicks on the AdWords copy. 

All the prices below are per campaign. Each campaign will consist of 4 adgroups focusing of different keywords.
So there is no restriction in terms of the no of keywords in each campaign.

Here the campaign objective is to get someone to fill the request form. When a visitor fills the form, we take it
as one conversion. So, while working on the campaign, we will have say 3 or 4 ad groups, each ad group
containing a different set of keywords and ad copy which is in sync with those keywords.
Educating the client
The success of the campaign should be measured by the number of
conversions achieved at the best possible cost per conversion.

This is how normally any AdWords campaign work. So the costs below

are given per campaign.

As I can see, our cost comes to AED 1900 per campaign for 3
months. After that, it would be AED 440 (USD 120) per month.
 Here, there is no restrictions on the number of keywords per
campaign.
Educating the client
•Please see below how we think we should approach this:
•Considering that you have 2 main areas - applications and services,
we could have 2 campaigns targeting each.
•But we should just start off with 1 campaign... i.e for applications
•Thus under applications we could have adgroups & ads targeting
- ERP, CRM and retail
•Agroups are ascertained by grouping keywords that would drive
visitors interested in ERP, CRM or retail… respectively.
•But to create the campaign we have some very important tasks first
Client query?
Fixing the budget
Fixing the budget

•It was agreed to spend $500 per month.

•There would be a trial period of 3 months and they wanted an
assurance that they can stop after 3 months with no restrictions.
Running the campaigns
Running the campaign
Running the campaign
Results…
•24 October 2016
Results…
•24 October 2016
#3: Align Ad Copy With Landing Pages
•When your ad copy aligns with your landing pages, your clicks will
make a meaningful impact on, and improve, your quality score.
•A high quality score means that your ad copy is relevant and
compelling
#4: Test Your Landing Page Design

•Your ad copy controls your click-through rate, while your landing page
influences your conversion rate.
•The design of your landing page will make all the difference in your
campaign’s conversion rate.
•Every element on your landing page can and should be tested. For
example, you could test the CTA placement, shape, and color.

MORE DETAILS ON THIS COMING UP – using Unbounce.com

Optimising landing pages
using Unbouce
Live case study which is in progress
Original – June 2016
Edit D
Yes, I'm interested
A member of staff will be in contact, soon!
Edit E
Enquire now 
 ...with no obligation! A member of staff will contact you soon.
Experiment in progress – June 2016
Results – August 2016
Winner
 LANDING PAGE
CONVERSION RATE OPTIMISATION
About the form

1. Include as few fields as possible

•When asking for information in an email opt-in form, ask for as little information as
necessary.

2. Mention guarantees if possible

•Include a no-questions-asked refund policy on all purchases. This reduces risk, and
increased sales will usually more than make up for any returns.

3. Use tangible action verbs

•When testing out different calls to action, try using action language that spurs visitors
to take action (for example, “Grab the offer" “Reserve your seat")
About the landing page
1. Use testimonials
Testimonials reduce risk and provide social proof. Use them on product
landing pages as well as on your email opt-in landing page.

2. Clearly state the benefits of your product or service

Listing the features of your product is important, but it’s even more important
to tell potential customers exactly how your product will help them or solve
their problem.

3. Pay careful attention to your headline

Your headline is perhaps the single most important element of your landing
page. Brainstorm at least 10 possibilities before choosing the strongest one.
About the landing page
4. Keep conversion elements above the fold.
Opt-in boxes and other conversion elements should be above the fold for
optimal results.

5. Reduce distractions
Don’t offer too many options that will distract the visitor and drag him away
from the CTA
About the CTA
Incorporate strong calls to action (CTAs)
into every piece of content on your site. Let your readers
know exactly what you want them to do next, whether that’s
click a button, read a blog post or fill out a form.

Test variations of your CTA button.

Your "buy now" or "order now" button may perform quite
differently depending on where it’s placed, what colour it is
and how big it is. Test out several variations to see which ones
perform best.
About the CTA
Use CTA buttons rather than links.
Buttons are more obvious and more clickable, particularly
when viewed on mobile devices.

A headshot near CTA

Don’t be afraid to include a personal photo in your sidebar or
near your CTAs. It can reduce the sense of risk by showing
that there’s a real person behind the brand.
About the visitors
1. Tell visitors exactly what they’re going to get.
Provide visitors with absolutely everything they need to know about your product: What are the features and
benefits? What does it look like? What are the possible uses? Who will benefit most from it? How will it be
delivered?

2. Include a clear value proposition.

Tell potential buyers what’s special about your product. How is it different and better than every other, similar
product on the market?

3. Give your visitors tunnel vision.

When creating a landing page, remove anything that could potentially distract your visitors, such as a navigation bar
and other CTAs. Your landing page should be 100 percent about getting your visitors to take one, specific action.

4. Get your visitors excited.

Use emotionally-charged language and amazing storytelling to get your visitors eager and excited to try your
product.
About the visitors
1. Tell visitors exactly what they’re going to get.
Provide visitors with absolutely everything they need to know about your product: What are the features and
benefits? What does it look like? What are the possible uses? Who will benefit most from it? How will it be
delivered?

2. Include a clear value proposition.

Tell potential buyers what’s special about your product. How is it different and better than every other, similar
product on the market?

3. Give your visitors tunnel vision.

When creating a landing page, remove anything that could potentially distract your visitors, such as a navigation bar
and other CTAs. Your landing page should be 100 percent about getting your visitors to take one, specific action.

4. Get your visitors excited.

Use emotionally-charged language and amazing storytelling to get your visitors eager and excited to try your
product.
About the visitors
1. Tell visitors exactly what they’re going to get.
Provide visitors with absolutely everything they need to know about your product: What are the features and
benefits? What does it look like? What are the possible uses? Who will benefit most from it? How will it be
delivered?

2. Include a clear value proposition.

Tell potential buyers what’s special about your product. How is it different and better than every other, similar
product on the market?

3. Give your visitors tunnel vision.

When creating a landing page, remove anything that could potentially distract your visitors, such as a navigation bar
and other CTAs. Your landing page should be 100 percent about getting your visitors to take one, specific action.

4. Get your visitors excited.

Use emotionally-charged language and amazing storytelling to get your visitors eager and excited to try your
product.
TLF – The Learning Factor
Goals of our experiments
•To identify service areas that are profitable for TLF
•To research and experiment key phrases that are profitable
for TLF
•Test the market and intensity of competition in the local
area
•Identify the expected cost-per-click v/s ROI
TLF – The Learning Factor
Strategies
•Geo targeting done appropriately
•Bidding on a variety of Key phrase like generic, niche, as well as geo-
specific
•Experimenting with different bidding strategies. Experimenting with
bids high enough to enjoy 1st position for most of the important
keywords
•Appropriate negative keywords
TLF – The Learning Factor
Strategies
•Getting clicks from all the right key phrases
•Increased daily budget high enough to get more traffic, to increase
chances of conversions
•Different landing pages, each offering all the necessary information.
Also experimented with unbounce landing page designed for high
conversion rate ie with form on same page
•Experimented by applying landing pages at keyword level to ensure
better performance.
TLF – The Learning Factor
Results…
•24 October 2016
#3: Align Ad Copy With Landing Pages
•When your ad copy aligns with your landing pages, your clicks will
make a meaningful impact on, and improve, your quality score.
•A high quality score means that your ad copy is relevant and
compelling
#4: Test Your Landing Page Design

•Your ad copy controls your click-through rate, while your landing page
influences your conversion rate.
•The design of your landing page will make all the difference in your
campaign’s conversion rate.
•Every element on your landing page can and should be tested. For
example, you could test the CTA placement, shape, and color.

MORE DETAILS ON THIS COMING UP – using Unbounce.com

Optimising landing pages
using Unbouce
Live case study which is in progress
Original – June 2016
Edit D
Yes, I'm interested
A member of staff will be in contact, soon!
Edit E
Enquire now 
 ...with no obligation! A member of staff will contact you soon.
Experiment in progress – June 2016
Results – August 2016
Winner