E34500E101 DIGITAL MARKETING

PAID OR PAY PER CLICK SEARCH MARKETING

Nora Sharkasi

[email protected]
Room 2011
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AGENDA
 Intro of paid Ads  Ad Rank ( Bid, Quality Score, extensions)

 Differences between paid search and  A Quality Score

traditional advertising  B Bidding
 Advantages of paid search  C Extensions
 Disadvantages of paid search  Managing PPC

 Campaign Process and Keywords  Account Structure

 Keywords count
 Create campaign
 Dynamic content insertion
 Campaigns, Keywords and Ad Groups
 Campaigns and conversion rate
 Keywords Matching Type
 Diagnostics
 Important Metrics  Optimizing PPC
 Conversion (ppt 21)  Writing Text Ads
 Cost  Managing PPC Keyphrase
 Clicks  Use single tool

 Impressions  Bid management software

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INTRO TO PAID OR PAY-PER-CLICK
PPC SEARCH MARKETING
 Advantages of PPC
 Disadvantages of PPC
 Quality of ad rank, Quality Score
and Relevance

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WHAT ARE SEARCH ADS

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INTRO TO PAY-PER-CLICK (PPC)
 Paid media (advertising) includes any type
of paid-for ad, whether futuristic billboard
poster ads from companies like NEC, which
‘recognize and respond’ to the age and
gender of passers-by (this is not online but
it is connected to a database in cloud and
can thus perform facial recognition),
banner ads, pay per click ads, search ads,
promoted posts or promoted tweets.
 Google Adwords is the OLD name of
Google advertising tool that specializes in
paid search. Recently, called Google Ads.
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TYPES OF SEARCH PAID ADS

 AdWords Ads

 Product Listing
Ads/Google shopping
PLAs

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ANATOMY OF AN EXPANDED TEXT AD

Expanded Text Ad Best Practice Google Search Ads

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INTRO TO PAY-PER-CLICK (PPC)
DIFFERENCE BETWEEN PPC & CONVENTIONAL ADVERTISING
 There are two significant differences between PPC and conventional
advertising, which are the former’s main advantages:
1. Performance-based payment. The advertiser is not paying for
the ad to be displayed (cost incurred when the ad is clicked
on and a visitor is direct to the advertiser’s website)
Hence, it’s a Cost per Click CPC model! However, there are
increasingly options for paid search marketing using other techniques;
Google also offers cost per impressions CPM options on its content
network (e.g. the Google Display Network), where contextual ads are
displayed on third-party sites relevant to the content on a page. This
form of advertising accounts for around a quarter of Google’s ad
revenue. It is important to use a different form of creative and
targeting within the display network to get the best results.
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INTRO TO PAY-PER-CLICK (PPC)
DIFFERENCE BETWEEN PPC & CONVENTIONAL ADVERTISING

2. Well-targeted prospects. PPC advertising is highly targeted (good

quality leads)
The relevant ad with a link to a destination web page is only displayed when the user of
a search engine types in a specific phrase (or the ad appears on the content network,
triggered by relevant content on a publisher’s page), so there is limited wastage
compared to other media. Users responding to a particular keyphrase or reading related
content have high intent or interest and so tend to be good-quality leads.

 The relative ranking of these ‘paid performance placements’ is not simply based
on the highest cost-per-click CPC bid for each keyword phrase, as is often thought by
those unfamiliar with PPC. Additionally, Google, and now the other search engines, also
take into account the quality of the listings. Within Google, this is known as Quality
Score.
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 INTRO TO PAY-PER-CLICK (PPC)
ADVANTAGES OF PPC
 Good accountability. With the right tracking system, the ROI for individual keywords can be
calculated
 Predictable. Traffic, rankings and results are generally stable and predictable. This contrasts with
SEO
 Technically simpler than SEO. Position is based on a combination of bid amount and Quality Score,
whereas SEO requires long-term, technically complex work on page optimization, site restructuring
and link building
 Speed. PPC listings get posted quickly, usually in a few days ( following editorial review). SEO
results can take weeks or months to be achieved. Moreover, when a website is revised for SEO,
rankings will initially drop while the site is re-indexed by the search engines.
 Branding. Tests have shown that there is a branding effect with PPC, even if users do not click on
the ad. This can be used for creating awareness and demand for the launch of products or major
campaigns. Paid search ads on the display network can include display ad formats and YouTube
‘promoted videos’ or ‘pre-roll’ ads.
 Remarking. Google offers retargeting through cookies placed on the searcher’s computer to
display reminder ads on the display network after someone has clicked on paid search ad, as a 10

reminder to act. These reminders can be effective in boosting the conversation rate to lead or sale.
 INTRO TO PAY-PER-CLICK (PPC)
DISADVANTAGES OF PPC
 Competitive and expensive: Since pay per click has become popular, some
companies may get involved in bidding wars that drive bids up to an unacceptable
level. Some phrases such as ‘life insurance’ can exceed 10 pounds per click and up
to $50 in the U.S.
 Inappropriate: For companies with a lower budget or a narrower range of
products on which to generate lifetime value, it might not be cost-effective to
compete
 Needs specialist knowledge: PPC requires a knowledge of configuration, bidding
options and of the reporting facilities of different ad networks. Internal staff can be
trained, but they will need to keep up to date with changes to the paid search
services
 Time-consuming: To manage a PPC account can require daily, or even hourly,
checks on the bidding in order to stay competitive. This can amount to a lot of time.
The tools and best practice vary frequently, so to keep up to date is difficult
 Irrelevant: Sponsored listings are only part of the search engine marketing mix.
Many search users do not click on these. (Although many searchers prefer to click on
the natural listings, a sufficient number do click on the paid listings (typically around 11
CAMPAIGN GOALS
 Sales
 Leads
 Website Traffic

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13
THREE PRINCIPLES: RELEVANCE, CONTROL, AND
RESULTS
 Relevance: Google Ads helps you connect with the right people, at the right time,
with the right message. Your ads can appear on Google Search, YouTube, and more,
just when someone is looking for products or services like yours. You can also customize
options, such as keywords and location, to get in front of the most relevant
customers.
 Control: Google Ads gives you complete control over your budget. You choose how
much to spend per month, per day, and per ad. Based on your settings, Google Ads
uses a lightning-fast auction to determine which ad to show. If you want to change
your strategy, you can easily adjust your ad, modify your budget, or pause and restart a
campaign.
 Results: Pay only for results, like clicks to your website or calls to your business. Our
measurement tools make it easy to see how your site, apps, and ads are performing.
Plus, smart technology lets you create, manage, and optimize your campaigns so you
can get the most out of your investment.
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GOOGLE ADS AND GROWING YOUR BUSINESS

You’re a brand manager with an eCommerce retail company. You’re looking to

advertise online and measure the volume of sales coming from your digital campaigns.
Which of the following benefits of Google Ads could help you accomplish your goal?

 Relevance: Connect with the right customers at the right times, like when someone
is searching for your products.
 Control: Choose how much to spend each day and in every ad auction.
 Results: Use Google Ads’ measurement tools to understand how your campaigns
are performing.
 Customization: Customize your advertising options with keyword, location, and
demographic targeting.

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16
GOOGLE ADS CAMPAIGN TYPES

 Search
 Display
 Video
 Shoppi
ng
 App

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SEARCH CAMPAIGNS

 Search ads appear next to Google search results and on other Google partner
sites, like YouTube, when people look for businesses like yours.
 With a Search campaign, you can make sure potential customers notice your
brand, consider your products, and take action.

With more than 870 hotels across the U.S., Mexico, and Canada, La Quinta Inns
& Suites knew it was crucial to drive early consideration and re-engage with
travellers throughout their trip research.
The brand used data from their customer loyalty program to target Google
Search ads and create a strategy to bid on users differently at various
stages of the purchase journey, while also driving down their cost-per-
booking. These newly implemented audience and bidding strategies
drove an 83% increase in bookings as compared with previous years, and
now drive 32% of La Quinta's paid hotel bookings through Google. 18
GOOGLE ADS CAMPAIGN TYPES

Display
Google Display ads can appear across a network of more than two million sites
 Search and apps, reaching 90% of people on the internet. Your ads get matched to
content related to your business or to your customers' interests.
 Display
Use a Display campaign to increase exposure and reach audiences with specific
 Video interests across the web.

 Shoppin
Video
g
With Video ads, you can reach the right audience at scale and capture their
 App attention. Show your ads on their own or within other streaming video content on
YouTube and across Google’s network of websites and apps. Only pay when people
choose to watch your ad.
Video campaigns help you bring your business’s story to life. They engage customers
in different ways, like showing ads before their favourite music video or while they're
researching an upcoming purchase. 19
GOOGLE ADS CAMPAIGN TYPES

Shopping
Shopping ads appear on Google Shopping next to search results and near text
 Search and responsive ads. Shopping ads promote your products by giving consumers
detailed information about what you're selling before they even select your ad.
 Display
Use a Shopping campaign to advertise your online and local inventory, boost
 Video traffic to your website or local store, and find better-qualified leads.

 Shoppi App
ng After a simple setup process, App campaigns run ads across Google’s largest
properties, including Search, Play, and YouTube, as well as thousands of mobile
 App sites and apps. Your ads and bids are automatically adjusted to get the most
downloads. Just add a few lines of text, a bid, and some assets, and the rest is
optimized to help customers find you.
With an App campaign, you can increase engagement, app installs, and even in-
app actions, like signing up for a newsletter or ordering a product. 20
MY YESTERDAY SEARCH ON “SUNGLASSES”

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KNOWLEDGE CHECK
 Every business is unique — including yours! Based on the goals described below, choose
the campaign type that could best help you achieve those objectives.

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23
DRIVE EFFICIENCY WITH SMART CAMPAIGNS
 Looking for an automated solution for small businesses? Smart
campaigns are here to help! Just choose your business goals and let
machine learning deliver results through Google’s Search, Display,
and Maps networks.
 Smart campaigns are the default for advertisers new to Google Ads.
They’re a great fit for those who want an easy way to reach relevant
customers and drive results but have limited time or experience
with managing Google Ads campaigns.

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OPTIMIZE YOUR CAMPAIGN
While the campaign type you choose determines where users see your ads, you can
customize plenty of features to make sure you engage the most meaningful
audiences, wherever they are.
 Device Targeting: Reach your customers on any device, including desktops,
tablets and smart phones.
 Locations and language targeting: Your campaign’s ads are eligible to show to
customers in particular locations, or to customers who've chosen your selected
language as their browser’s language setting.
 Bidding and budget settings: Your bid strategy controls how you pay for users to
interact with your ads. Your bid limit is the most that you’ll pay per click for ads
in an ad group, and your budget is the average amount that you’re comfortable
spending each day on your campaign. The budget that you choose is entirely up to
you, and you can adjust it at any time.
 Ad extensions: Include even more information with your ads, such as location
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details, links to pages on your website, and your phone number.
 A
SEARCH CAMPAIGN GOALS
 If you want to get 2 different results, then set up 2 different campaigns, each with
a different marketing goal. For instance, if you want to get leads and win sales,
then create one campaign with a Leads goal and one campaign with a Sales
goal.
 If your business aims for online sales, consider choosing the Sales goal. Other
goals let you set up a campaign that aims to get you Website traffic or Leads
(like a customer filling out a form).
 If your business aims for calls only, then set up a call-only campaign.
 When you create a campaign, you can select a goal. The goal you select should
align with the main thing you want to get from your campaign, for example, Sales
or Website traffic. After selecting a goal, you'll see relevant, recommended
features and settings to help you attain the results that matter most to your
business.
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 A
SEARCH CAMPAIGN GOALS

Goal When to use it Types of features

 Drive sales or conversions online, Features that start the purchasing or

conversion process, such as bidding
in app, by phone, or in store
 Engage with customers who have strategies aimed at clicks, extensions,
Sales
and ads that show to potential customers
already contacted you or are close
as they browse sites, videos and apps
to making a purchase decision
that partner with Google
 Encourage relevant customers to Features that start the conversion
express interest in your products or process, such as audience targeting,
Leads services by signing up for a extensions, and ads that show to people
newsletter or providing their as they browse sites, videos, and apps
contact information that partner with Google
Features that help researching customers
find potential product options, such as ads
Website  Drive potential customers to visit with relevant, dynamically generated
traffic your website headlines, extensions, and bidding 27

strategies that can help increase visits to

CAMPAIGN PROCESS AND
KEYWORDS MATCH TYPE
 Campaign process
 Keywords match
type

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GOOGLE ADS
 Advertisers identify keywords: they want to bid on, how much they want to
spend, and create groupings of these words (ad groups) that are paired with
ads.
 Google then enters the keyword from your account it seems most relevant
into the auction with the maximum bid you’ve specified as well as the
associated ad. Not all Ads may enter the auction, it depends on the Ad score.
 Google Places your advert and you will pay Google when customers/users
click on your advert (Pay Per Click PPC business model)

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GET STARTED WITH GOOGLE ADS
CREATE A CAMPAIGN

1. Pick search network

2. Goal : sales, leads, web traffic
3. Ad campaign name
4. Select search network
5. Locations
6. Languages
7. Bid strategy
8. Set up your average daily
budget
9. Choose Ad extensions and
save

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GET STARTED WITH GOOGLE ADS:
PICK THE RIGHT KEYWORDS

Campaign
is a collection of Ad
Groups

Ad Group
is a collection of
keywords and their
corresponding Ads
Keep related keywords
together in an Ad Group
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CAMPAIGN, AD GROUP , AND ADS

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HEADLINES AND DESCRIPTIONS FOR
RESPONSIVE SEARCH ADS

Ad copy is made up to three

headlines and two ad copy
descriptions. You can add more
headlines and descriptions to test
through Google, but only three
headlines and two descriptions will
show up.

 Headline: up to 15 headlines, 30
character limit.
 Description: up to 4 descriptions,
90 character limit.
 Path field: 15 characters.
 Final URL: up to 2048 characters. 33
 UNDERSTANDING HOW KEYWORDS WORK

Allows an ad to appear for any query

that is related to the keyword.

Allows an ad to appear if a search

includes the same meaning as the
keyword, even if other terms appear
before or after the phrase.

Only allows an ad to appear when a

search has an identical meaning to
the keyword, or an extremely close
variant.

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HOW DOES GOOGLE SELECT ADS TO ENTER
AUCTION

Search Term Ad Group Keyword Match type Selection

Plumer Course Plumer course Broad match Selected
Plumer Exact match

Plumer Course Plumer course Broad match

Plumer course Exact match Selected

Plumer Training Course Plumer course Ad rank: 1.5 Selected

Plumer certification course Ad rank: 1

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GET STARTED WITH GOOGLE ADS:
WRITE GREAT TEXT ADS

1. Provide a final
URL
2. Write headline
1
3. Write Headline
2
4. Provide display
path
5. Write a
description 36
Any Questions ?

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KEYWORDS MATCHING OPTIONS
EXACT MATCH

Exact match
Ads may show on searches that match the exact term or are close
variations of that exact term. Close variations here include a
reordering of words if it doesn’t change the meaning, and the addition
or removal of function words (prepositions, conjunctions, articles, and
other words that don’t impact the intent of a search).
Exact Match
•Symbol: [keyword]
•Example keyword: [women's
hats]
•Example search: hats for
women 38
KEYWORDS MATCHING OPTIONS
PHRASE MATCH
Phrase match
Ads may show on searches that closely or exactly match the
phrase of your keyword, or are close variations of that phrase, with
additional words before or after. Ads won't show, however, if a word is
added to the middle of the phrase, or if words in the phrase are
reordered in any way. Phrase Match
•Symbol: "keyword"
•Example keyword: "women's hats"

•Example search: buy women's hats

•Example search: cheap women’s
caps
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KEYWORDS MATCHING OPTIONS
BROAD MATCH

Broad match
Broad match is the default match type that all your keywords are assigned. Ads
may show on relevant variations of your keyword, and on searches that include
misspellings, synonyms, related searches, and other relevant variations. So,
if your keyword is “women’s hats,” someone searching for “buy ladies hats” might
see your ad.
- Synonyms
- Singular and plural forms
- Possible misspellings
- Stemmings (such as floor or flooring)
- Related searches
- Other relevant variations
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KEYWORDS MATCHING OPTIONS
BROAD MATCH MODIFIER

Broad Match Modifier Broad Match Modifier

(absolete) Symbol: Plus sign, for example
Only shows Ads to searches that +keyword
include the words you’ve marked
with the plus sign or close Example keyword: +red +hats
variations of the plussed term. Add
a plus sign (for Example search: red hats for
example, +keyword) to modify a women
broad match keyword. Ads may
show on searches that include But not searches like: blue hats
modified broad match keywords Or: red hiking boots
(or close variations, but not 41
BROAD MATCH MODIFIER
EXAMPLES

Broad match modifier Ads may show for these Ads won't show for these
keyword searches searches
+mens +shoes shoes sale for men men’s socks
footwear in style for men kids trainers
shoes for guys
men’s socks and shoes
+lawn +mowing +service services to mow my lawn lawn aerating service
lawn mowing and edging gardening services
service
grass cutting and gardening
services
rates for services that cut
your grass
+aruba +vacation all inclusive vacations aruba aruba cruises
vacation ideas in aruba
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SUMMARY

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 KEYWORDS MATCHING OPTIONS
SUMMARY
Broad Match Broad Match Modifier (OLD) Negative Match
•Example keyword: women's hats Symbol: Plus sign, for example +keyword Symbol: -keyword
•Example search: buy ladies hats Example keyword: +women's +hats Example keyword: -baseball hats

Exact Match Phrase Match

•Symbol: [keyword] •Symbol: "keyword"
•Example keyword: [women's hats] •Example keyword: "women's hats"
•Example search: hats for women •Example search: buy women's hats

Best Practices

Leave your existing broad match keywords active (rather than modifying or removing them).
Add new modified broad match keywords to existing campaigns in a separate ad group to
make it easy to compare new and existing keywords based on observed performance.

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EXAMPLE OUTPUT

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NEW IN 2024
 A Google Performance Max (PMax) campaign is a goal-based campaign type that
allows advertisers to run ads across all Google Ads channels from a single campaign.
 PMax campaigns are designed to help advertisers find more converting customers
by optimizing performance in real-time across channels.
 Brand inclusion lists for broad match. One BIG caveat to this change is in the
subsequent paragraph: “By applying this Recommendation, you will turn on the
broad match campaign setting in your campaigns.”

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IMPORTANT METRICS
 Conversions
 Cost
 Impressions
 Clicks

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 GET STARTED WITH GOOGLE ADS:
TRACK YOUR GOALS & CONVERSION TRACKING

Conversion
an action that you
would like someone
to take, that could be
your website sale,
phone call, or even a
new lead.
Name
Category
Value

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GOOGLE ADS TUTORIALS:
SEARCH BASICS – METRICS

Cost
Impressions
Clicks
Conversion
s

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METRICS
CTR

 Impressions: the number of times people have seen your Ad

 Clicks: How many times people clicked your Ad

 Click-Through-Rate CTR: is a digital marketing metric for measuring the total number of clicks on
an advert in a PPC model. Usually a percentage

50
METRICS
CPC

 Cost: How much your paying for a specific campaign, group, or specific keyword (CPC: Cost Per
Click equals to total clicks/ total money spent).
 Cost per Click CPC: average cost per click is your cost divided by the number of clicks on your Ad.

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METRICS
CONVERSION RATE

 Conversion: is a specific customer activity that’s valuable to your business

 Landing Page of a campaign: a webpage that serves as the entry point for a website or a particular
online campaign.

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METRICS
COST PER ACQUISITION CPA

 Cost Per Acquisition CPA: The major factor that distinguishes CPA from
other metrics like cost-per-conversion or click-through rate is simple -
revenue. While cost-per-conversion can refer to things like newsletter
signups (leads), CPA refers exclusively to measuring how much you've
spent on your campaign against how many purchases you've actually
gained from doing so.

 It's easy to see why CPA is often considered the most important metric (or
sometimes even the only one that matters!) - your email marketing
campaign, for example, could generate all the leads in the world, but if
these leads aren't resulting in actual purchases, it won't mean a thing.
You'd be spending more money on customers than they're worth. 53
METRICS
COST PER ACQUISITION CPA
 The key to determining a good CPA lies in your average revenue
per customer. Once you know how much money you can get from
a customer, you'll have a better idea of how much you should be
spending to win that customer over. For example - if you're
spending $100 per customer, but only getting $50 in revenue from
them, that would obviously indicate a poor CPA.

𝑪𝒐𝒔𝒕
𝑪𝑷𝑨=
𝑵𝒖𝒎 𝒐𝒇 𝑪𝒐𝒏𝒗𝒆𝒓𝒔𝒊𝒐𝒏𝒔 (𝒑𝒖𝒓𝒄𝒉𝒂𝒔𝒆𝒔 )

54
AD RANK
 Quality Score
 Bidding
Strategies

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 GOOGLE ADS TUTORIALS:
HOW THE SEARCH AD AUCTION WORKS

Maximum bid

Ad Quality Score

Extension


Ad Rank  Position

Context of the person’s 56

AD POSITION

 Maximum Bid: this is the maximum bid that you specify on

your keyword

 Quality Score: is a metric to determine how relevant and useful

your ad is to the user (some components are CTR, Relevance,
and Landing page quality). The higher your quality score, the
better.

 Google Ads Extensions like Call: phone number (location,

calllout and sitelinks) 57
HOW DOES GOOGLE SELECT ADS TO ENTER
AUCTION

Search Term Ad Group Keyword Match type Selection

Plumer Course Plumer course Broad match Selected
Plumer Exact match

Plumer Course Plumer course Broad match

Plumer course Exact match Selected

Plumer Training Course Plumer course Ad rank: 1.5 Selected

Plumer certification course Ad rank: 1

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AD RANK FACTORS
 Every time someone does a search that triggers an ad that
competes in an auction, Google calculates an Ad Rank. “Ad
Quality” is calculated in real-time, with multiple factors. This
calculation incorporates your
A Quality of your Ad (Quality Score)
 auction-time measurements of expected/estimated Click-Through-Rate CTR,
 ad relevance,
 landing page experience and other factors.

B bid
C Expected impact of extension
To determine the auction-time quality components, Google looks at a 59`
number of different factors.
B QUALITY SCORE

CTR
 Your ad’s expected Click-through-rate
CTR
 Your display URL’s past CTR
 Geographic performance Higher clickthrough rates achieved
Relevance
through better targeted creative
copy are rewarded, as is the
 Keyword relevance: relevancy between
relevance of the landing page
Ad Keywords and Search Query.
(Google now sends out
 Ad Text Relevance: As well as match of AdBotsGoogle to check them out).
headlines and description to search
keywords.
Landing Page
 The quality of your landing page 60
A QUALITY SCORE
A.1 CLICK THROUGH RATE CTR
Click Through Rate CTR
 Higher clickthrough rates achieved through better targeted creative
copy
 Your ad’s expected Click-through-rate CTR: This is based in
part on your ad’s historical clicks and impressions (excluding factors
such as ad position, extensions and other formats that may have
affected the visibility of an ad that someone previously clicked) if
you don’t have any historical data, Google will estimate this based
on Ads’ keywords
 Your display URL’s past CTR: The historical clicks and
impressions that your display URL has received,
 Ad’s actual performance history by geographic area 61
A QUALITY SCORE
A.2 RELEVANCE
 Relevance is Measurable. Typically, the higher an ad’s Quality Score, the more
relevant it is for the keywords to which it is tied. When your ads are highly
relevant, they tend to earn more clicks, move higher in Ad Rank and bring you the
most success (plus the ads can cost less when you have a higher score).
 You can’t buy your way to the top. If you have ever wondered why the number of
paid ads above the natural listings varies from non to three, then it’s down to the
Quality Score – you can only get the coveted positions for keywords which have a
sufficiently high Quality Score
 More relevant ads are also rewarded through Ad Text Relevance which is an
assessment of the match of headline and description to the search term.
 Finally, the Keyword Relevance is the match of the triggering keyword to the
search term entered.
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A QUALITY OF AD RANK
A.3 LANDING PAGE
For an un-bounce landing page, it is recommended that it contains the following:
 USP: Unique Selling Point/proposition or well-written product description.
 Image/video within the context of the campaign
 Benefits of offering (Value Proposition) concisely put in bullet point, or attributes of
products
 Proof usually customer reviews, support your proof with digits and numbers that
looks like facts
 Engagement live chat, apply/create an account (form) or click to call, sometimes
followed by a satisfaction survey. Or, privacy policy on the Thank You page.
 CALL TO ACTION
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AD EXTENSIONS

 Key idea: Free to add, extensions are add-ons that give your ad more impact

Extensions make your ad larger and more robust, giving people more reasons to
take action directly from your ads.
Here are the 3 extensions that are recommended for just about everyone:
 Sitelink extensions. Direct people to specific pages on your website—your store
hours, a specific product, or more. When someone clicks or taps on your links,
they can skip right to what they want to know or buy.
For example, if you run a bicycle shop, you’d display the link “City bicycles” and
set that sitelink URL as your page that shows your city bicycles. To make it more
likely that your sitelinks show with your ads, add at least 4 sitelinks (for example:
Hours, City bicycles, Electric bicycles, Contact us).

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GOOGLE EXTENSIONS
C
SITELINK EXTENSION

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CALLOUTS

 Callouts. Callouts give you more space to add text. When

customers see your ads with callouts, they see a larger ad with
more detailed information about your business, products, and
services. To make it more likely that your callouts show with your
ads, add at least 4 callouts (for example: Free Shipping, New
Arrivals Are Here, Extended Sizes, New Customer Discount.

66
AD EXTENSIONS

 Structured snippets. Entice users

by highlighting specific aspects of
your products and services in your
ads. Structured snippets show
underneath your ad text in the form of
a header and list (for example:
“Destinations: Hawaii, Costa Rica,
South Africa”).

 Beyond these 3 extensions, Google

Ads offers many more, like location
extensions (to promote local
business), promotion extensions (for
holiday sales), and call extensions (to
get calls from prospective customers). 67
HOW IS AD RANK CALCULATED

Google Ads looks at the following:

 Your bid amount
 Ad quality, relevance and extensions
 Expected Click-through rate
 Landing page experience
 Context of the person’s search

68
AD RANK AND POSITION
HYPOTHETICAL EXAMPLE

69
BIDDING AND COST
HYPOTHETICAL EXAMPLE

Your Quality Score is more

important than the bid
money in the placement
of your advert on SERP.
You can pay less for a
higher position by
providing high quality
User Experience UX.

70
ANOTHER EXAMPLE

71
Automated Bidding and Budgeting

72
 B
BID STRATEGIES

 Manual CPC Bidding

 Automated Bidding

The power of Smart Bidding

Smart Bidding is a set of conversion-based bid strategies— Target CPA, Target ROAS
and Enhanced CPC — that use advanced machine learning to help you tailor the
right bid to each and every auction.

 Wide range of contextual signals

It factors in a wide range of auction-time signals including device, location, time of day,
remarketing list, language, and operating system to capture the unique context
of every search.
73
 B
BID STRATEGIES
 Flexible performance controls
 Optimize Search bids to your selected attribution model, including data-driven attribution.
 Set device-specific performance targets for mobile, desktop, and tablet with Target CPA bidding.
 Use built-in steering features to keep specific bidding strategies in place.

 Transparent performance reporting

 Bid strategy reports that help you understand how your Smart Bidding strategies are performing.
 Detailed bid strategy statuses that show you what’s going on under the hood of your bidding.
 Campaign drafts and experiments for Search and Display campaigns that make it easy to test how
well Smart Bidding performs against your current bidding method.
 Simulators that forecast how your ads might have performed in terms of key metrics like cost,
conversions, conversion value, impressions, and clicks if you had set different CPA, ROAS targets, or
budgets.
 Alerts and notifications that flag issues with conversion tracking and provide clear steps for fixing
them. 74
ABOUT THE DIFFERENT ATTRIBUTION MODELS
Google Ads currently offers several attribution models:
 Last click Last click: Gives all credit for the conversion to the last-clicked ad and corresponding
keyword.
 Data-driven Data-driven: Distributes credit for the conversion based on your past data for this
conversion action. It's different from the other models, in that it uses your account's data to calculate
the actual contribution of each interaction across the conversion path. The "Data-driven" model is the
default attribution model for most conversion actions.

75
ABOUT THE DAILY BUDGET

Daily spending Limit

Avg daily budget x 2

Monthly spending
Limit
Avg daily budget x
avg # of days in a
month (30.4)

76
MORE ON BUDGET PACING

Even though your

campaign spend might
vary, you will never pay
more than:

•Your daily spending limit

(two times your average daily
budget for most campaigns)
on any particular day.

•Your monthly spending

limit (30.4 times your 77
average daily budget for most
campaigns) in any particular
SET YOUR BID STRATEGY AND BUDGET
 Key idea: With automated bidding, the Google Ads system uses its data to
automatically optimize your bidding. Your budget controls your overall
spend.
 Most new advertisers use automated bidding because they find it most
effective. For example:
If you're looking to drive conversion actions like sales or leads,
you can use the "Maximize conversions" strategy.
If you're looking to receive as many clicks on your ads as possible,
you can use the "Maximize clicks" strategy

You don't have to set a maximum limit on your bid with automated bidding
because you control how much you spend using your budget. Your campaign's
average daily budget, which you set, limits how much you spend overall. 78
AUTOMATED BIDDING

Example
 Let’s say you want to increase conversions across your campaigns at a CPA
goal, but don’t have the time to set an individual max. CPC for each individual
keyword.

By adding those campaigns to a portfolio Target CPA bid strategy and setting
a CPA goal you want to hit,

you allow Google Ads to automatically optimize bids using advanced machine
learning to get you better performance for your goals.

 Note: CPA here is Cost per Action

79
SMART BIDDING STRATEGIES

80
TYPES OF AUTOMATED BID STRATEGIES
INCREASE SITE VISITS – MAXIMIZE CLICKS

Goal Bid strategy

Increase site visits. Maximize Clicks automatically sets your
bids to help get as many clicks as possible
within your budget. (You can set your
maximum CPC bid limit – See next slide )

Maximize Clicks is available as either a

standard strategy in a single campaign or
portfolio bid strategy across multiple
campaigns.

81
MAXIMIZE CLICKS – SETTING MAX CPC BID LIMIT

82
 TYPES OF AUTOMATED BID STRATEGIES
INCREASE VISIBILITY

Goal Bid strategy

Increase visibility. Target Impression Share automatically sets
bids with the goal of showing your ad on the
absolute top of the page, on the top of the
page, or anywhere on the page of Google
search results.

Target Impression Share is available on the

Search Network only, as either a standard
strategy in a single campaign or portfolio bid
strategy across multiple campaigns.

83
IMPRESSION SHARE

84
TYPES OF AUTOMATED BID STRATEGIES
TARGET CPA

Goal Bid strategy

Get more conversions with your target Target CPA automatically sets Search or
CPA Display bids to help get as many conversions
as possible at the target cost-per-action (CPA)
you set (at or below CPA) . Some conversions
may cost more or less than your target.

Target CPA bidding is available as either a

standard strategy in a single campaign or
portfolio bid strategy across multiple
campaigns and ad groups.
Average cost per action (CPA) is calculated by dividing the total cost of conversions by the total number
of conversions. For example, if your ad receives 2 conversions, one costing $2.00 and one costing $4.00,
your average CPA for those conversions is $3.00.

85
86
 TYPES OF AUTOMATED BID STRATEGIES
ROAS

Goal Bid strategy

Meet a target return on ad spend (ROAS) Target ROAS automatically sets bids to help
when you value each conversion get as much conversion value as possible at
differently. the target return on ad spend (ROAS) you set.
Some conversions may have a higher or lower
return than your target.
It's available as a portfolio bid strategy and a
standard strategy for individual campaigns.

“Conversion value” measures the amount of

revenue your business earns from a given
conversion. If it costs you $20 in ad spend to
sell one unit of a $100 product, your ROAS is
5—for each dollar you spend on advertising,
you earn $5 back.
87
AUTOMATED BIDDING
RETURN ON AD SPEND (ROAS)

 Question: you want to generate $10 for every $2 spent. What is

your ROAS?

Sales ÷ ad spend = Target ROAS

$10 in sales from campaign ÷ $2 ad spend (clicks) =
5 ROAS

88
ROAS – EXAMPLE

An efficient marketing
campaign may result in a cost
ratio of 5:1—that is, $5
generated for every $1 spent,
with a simple marketing ROI of
400%.

An excellent campaign might

see a cost ratio of $10
generated for every dollar
spent (10:1) with a simple
marketing ROI of 900%.

89
 TYPES OF AUTOMATED BID STRATEGIES
Goal Bid strategy
Get more conversions while spending Maximize Conversions automatically sets
your budget. bids to help you get the most conversions for
your campaign while spending your budget.

90
 TYPES OF AUTOMATED BID STRATEGIES
Goal Bid strategy
Get more conversion value while Maximize Conversion Value automatically
spending your budget. sets bids to help you get the most conversion
value for your campaign while spending your
budget.

91
BIDDING
MANUAL CPC BIDDING
 Manual CPC bidding: Gives you control to set the maximum
amount that you could pay for each click on your ads. You start by
setting a maximum cost-per-click (CPC) bid for your entire ad group
(called your default bid), but you can also set separate bids for
individual keywords or placements.
You can also combine Manual CPC bidding with ECPC bidding

92
AUTOMATED BIDDING
ENHANCED COST-PER-CLICK (ECPC)

 Increase conversions while staying

in control of your keyword bids
Enhanced cost-per-click (ECPC)
Enhanced cost-per-click
(ECPC) automatically adjusts your
manual bids to help you get more
conversions, while trying to achieve
the same cost-per-conversion. ECPC is
available as an optional feature with
Manual CPC bidding or as a portfolio
bid strategy. It is fully compatible with
third-party bidding systems, including
those that automate your bids.
93
GOOGLE’S BID, BUDGET AND TARGET SIMULATORS

94
WHICH BID STRATEGY IS RIGHT FOR YOU

Consider your goals

 If you want customers to take a direct action on your site, and you're using conversion
tracking, then it may be best to focus on conversions. Smart Bidding lets you do that.
 If you want to generate traffic to your website, focusing on clicks could be ideal for you.
Cost-per-click (CPC) bidding may be right for your campaign.
 If you want to increase brand awareness—not drive traffic to your site—focusing on
impressions may be your strategy. You can use cost-per-thousand viewable impressions
(vCPM) bidding to put your message in front of customers. You can also use a Target Search
Page Location or Target Outranking Share strategy to maximize visibility. (formal strategy
not available anymore) Target Impression Share

95
FOCUS ON CONVERSIONS WITH SMART BIDDING
 Target cost per action (CPA): If you want to optimize for conversions, you can use
Target CPA to help increase conversions while targeting a specific cost per action
(CPA). Learn more About Target CPA bidding.
 Target return on ad spend (ROAS): If you want to optimize for conversion value, you
can use Target ROAS to help increase conversion value while targeting a specific return on
ad spend (ROAS). Learn more About Target ROAS bidding.
 Maximize Conversions: If you want to optimize for conversions, but just want to spend
your entire budget instead of targeting a specific CPA, you can use Maximize
Conversions. Learn more About Maximize Conversions bidding.
 Maximize Conversion Value: If you want to optimize for conversion value, but just
want to spend your entire budget instead of targeting a specific ROAS, you can use
Maximize Conversion Value. Learn more About Maximize Conversion Value bidding.
 Enhanced cost per click (ECPC): If you want to automatically adjust your manual bids to
try to maximize conversions, you can use ECPC. It’s an optional feature you can use with
Manual CPC bidding. Learn more About ECPC.
96
Any Questions ?

97
MANAGING AND OPTIMIZING
PAY PER CLICK PPC

98
AD GROUP ORGANIZATION
 Key idea: Create specific ad groups with unique sets of keywords and at least 3
ads each

?
 For successful account organization, be sure to create very specific ad groups: an ad group
should have keywords that are closely related to one another, and that are each
relevant to an idea that’s different from the ideas you’re targeting in other ad
groups. A person looking for a helmet is more likely to click an ad about helmets than a
generic ad about cycling supplies. Specificity and detail helps your ads be more relevant.
Relevance tends to lead to higher quality ads that perform better in the ad auction (and
generate more clicks and conversions, like newsletter sign ups, calls, or sales.

Here’s an example of campaign and ad group organization: if you run a bicycle

shop that sells both online and in your storefront location, you might create two
campaigns: one for online sales and one for storefront sales. For each campaign,
you might have the following ad groups: children’s bikes, helmets, skateboards,
racing bikes, mountain bikes, road bikes, bike locks, women’s cycling apparel,
men’s cycling apparel, cycling shoes. Each of those ad groups would have
different keywords that your potential customers might be using when searching
99
for what you sell.
MANAGING PAY PER CLICK
ADWORDS ACCOUNT STRUCTURE

100
HOW DO YOU STRUCTURE YOUR AD GROUPS
MATCH TYPE AD GROUP SEGMENTATION

Segmenting match types

 Match-type based Ad Groups ( Tiered Bidding ) : “Stacked bidding” or “Tiered
Bidding” is a strategy in which the same keyword is added in multiple match
types to better control costs. The closer a query is to a keyword, the higher the
chance that it could lead to a conversion, hence the more an advertiser is willing to
spend.
 This ad group structure utilizes specific ad groups for each match type. For
example, red shoes exists in both broad match and exact match versions in separate ad
groups. Take a look at your keywords segmented by query match type and you’ll see
that exact match queries don’t always trigger exact match keywords.

101
KEYWORDS MATCHING OPTIONS
REVIEW

Exact Match Long tail search queries are search queries with multiple words,
•Symbol: [keyword] for example:
 ‘size 10 white Adidas trainers’
•Example keyword: [women's hats]
 ‘where can i buy adidas trainers’
•Example search: hats for women

Most utilized in Tiered Bidding Strategy

Keyword: [Adidas trainers]
Example search term: Exact Match will catch users searching for trainers Adidas

This type of keyword match, is the most popular (just as popular as phrase match). It is suggested that
you pair it with long-tail keywords. Long-tail keywords that brings high-intend customers.

102
 KEYWORDS MATCHING OPTIONS
REVIEW
Phrase Match
•Symbol: "keyword"
•Example keyword: "women's hats beach blue ribbon"
•Example search term: Women’s hat beach blue ribbon

When implementing a tiered bidding strategy, phrase match keywords can play as a
supporting role for keywords, not covered by the exact match. Phrase match allows
you to target what we call ‘long-tail’ search queries, while still showing relevant
Google ads.
When setting up a tiered bidding strategy it is important to include your ‘route’ keyword phrases as phrase match
keywords. So, for example, if you sell trainers online, you would benefit from having keywords such as the below
on phrase match:
 White Adidas Trainers
 Black Adidas Trainers
 New Adidas Trainers
103
KEYWORDS MATCHING OPTIONS
REVIEW

Broad Match BM
•Example keyword: women's hats
•Example search: buy ladies hats

Better Assign Lowest CPC

Broad Match Modifier BMM

Symbol: Plus sign, for example +keyword
Example keyword: +women's +hats
Example search: hats for women
Somehow Performs better than Broad. Assign same CPC
In Jun 2022, phrase match and BMM have been fused together.

104
KEYWORDS MATCHING OPTIONS
REVIEW

Broad match type is often seen as the main money maker for Google and in many cases, broad matches
are a Google Ads Account Manager’s worst nightmare.
Broad Match should be used with caution, however when used correctly in a Tiered PPC Bidding
Strategy it can help pick up and find unique, long-tail search queries (ones you had not even thought
of) and become very profitable. Attempting to cover every search query using only exact match is
almost impossible. Using broad match can work by catching all the long-tail search queries that do not
match up with the exact and phrase match keywords that you have implemented.
For example
 Exact Match will catch users searching for [adidas trainers]
 Phrase Match will catch users searching for “size 10 white adidas trainers”
 Broad Match will catch users searching for “white and blue adidas trainers for running”

105
TIERED BIDDING IMPLEMENTATION
If you are serious about implementing a tiered bidding strategy, you will need to set your
bids based on match type (it is essential that this be adhered too, otherwise the strategy
will not work).
You will need to set your bids up in the following way (please note the amount you set for
each match type will depend on your budgets and what you are willing to pay per click)
 Exact Match: £10 (highest bid)
 Phrase Match: £8 (second highest bid)
 Broad: £6 (third highest bid)

“if the exact match keyword’s max CPC is $1.00, the advertiser may want to bid 80 percent
(or $0.80) for phrase match and 60 percent (or $0.60) for broad or modified broad match”.

106
RUN SEARCH QUERY REPORTS

 By segmenting match types, especially exact, you maintain tighter control over some of
your most valuable keywords. Instead of relying solely on tiered bidding you can also
exclude your exact match keywords from your broad match ad groups to funnel traffic to
the specific ad group.

Phrase and
BMM are
fused
together
after Jun
2022
107
Campaign Ad Group Keywords Match Type
Shoe Campaign Red shoes - Exact red shoes Exact
Shoe Campaign Red shoes - Exact bright red shoes Exact
Shoe Campaign Red shoes - Exact dark red shoes Exact

Campaign Ad Group Keywords Match Type

Shoe Campaign Red shoes - Phrase red shoes Phrase
Shoe Campaign Red shoes - Phrase bright red shoes Phrase
Shoe Campaign Red shoes - Phrase dark red shoes Phrase

108
TOP PERFORMERS AD GROUP SEGMENTATION

 The next style is similar to match type segmentation but with a

looser scope. Rather than segment all keywords by match types;
you only create focused ad groups for your consistently converting
queries.
 To begin, you would start with broad or modified broad match
(phrase match) keywords related to a product. (i) Over time
converting queries come in via the search query reports. Weekly
or every other week you would then pull the converting keywords,
(ii) exclude them from your general ad group and (iii) build a new
more specific ad group for the converting query.
109
RUN SEARCH QUERY REPORTS
 For this strategy to work effectively, as with all PPC campaigns, you have to be patient.
You must continue to look for search queries caught by phrase and broad match that
come up more often and add them as exact match. You can run a report on a daily or
weekly basis to find these search queries. For new campaigns, I would suggest that you
run this daily.
 Putting a tiered bidding strategy in place is not easy and for many it will involve
restructuring accounts so that campaigns and ad groups are tightly themed by relevance,
ads created around the theme and landing pages optimised to increase the quality score.
 In many accounts where I have implemented a tiered bidding approach, I have seen
that in just a few weeks there has been a considerable decrease in cost-per-
acquisition. As search queries matching phrase and broad match keywords were
highlighted, paused then added as exact match keywords, there was an increase in
quality scores across the account.
 One specific benefit in improving quality score is that the average ad rank increased,
which in many cases means an increase in the overall traffic without the need to increase
bids for first page or top page positions. In fact, if you want to keep the same position 110
that your ads were appearing in, you can decrease the CPCs.
TOP PERFORMERS AD GROUP SEGMENTATION

 This style makes negative keyword management a breeze as negatives are localized to the
focused Ad group. This means less searching for poor performers across multiple ad
groups, and minimizing those small local leaks that add up to a sizable chunk of spend.

111
ORGANIZING BY PROFITABILITY
 Beyond themes and match types, you may opt to sort your keywords by
profitability. This is especially crucial if you develop a portfolio system for bid
management. Rather than theme, keywords are sorted by one of the important
conversion metrics such as the amount of revenue, profitability, or product margins.
What you choose will depend on how you define PPC success for your account.
 Organizing keywords in this manner allows you to step back and evaluate them as a
group rather than individual keywords, which regularly fluctuate in performance.
Organization is key here as you may opt for the default ad group level bid so you
want to make sure that bid applies to each of the keywords.
 One of the key benefits here is focusing on driving value at a higher level, rather
than worrying too much about the specific details of each keyword. This means
more time focused on performance, seeing the forest develop without the focus on
any individual tree.

112
WRITING SUCCESSFUL ADS
 Key idea: To write successful ads, imagine what your customer is searching for
 In an ideal ad experience, your text ad directly relates to what your customer wants to buy.
Let’s take an example: Someone searches on Google for “24-hour flower delivery lilies,”
sees an ad whose headline says “Order lilies fast - 24-hour flower delivery.” They click the
ad and go straight to the flower site, where they complete their order.

Here are the top 6 tips for creating solid text ads:
 Be clear about what you’re promoting (expectations) : Include at least one of
your keywords in your ad headline
 Be relevant (answer or solution) .
 Match the description to the headline (coherence)
 Match your ad to your landing page (expectations)
 Make sure your ads are approved (high quality, meeting standards)
 Appeal to customers on mobile (mobile version landing page) .
113
WRITING SUCCESSFUL ADS
 Be clear about what you’re promoting. Your customers should know what to expect when
clicking your ad. Include at least one of your keywords in your ad headline. If you've included “digital
cameras” as a keyword, your ad headline could be "Buy Digital Cameras
 Be relevant. Make sure you’re giving an answer or solution to your customer. For example, if they’re
looking for a solution near them, then your location is most useful information and should be added
to headline.
 Match the description to the headline. Make sure the ad is coherent as a whole unit.
 Match your ad to your landing page. Have a look at the page that you're linking to from your ad
(the landing page), and make sure that the promotions or products in your ad are included there.
People might leave your website if they don’t find what they expect.
 Make sure your ads are approved. In order to make sure all ads are high quality, every ad must
meet high professional and editorial standards. That means no (i) extra spaces, (ii) sTrAnGe
CAPITALIZATION, (iii) exclamation marks, or (iv) unclear URLs, to name a few. Learn more about
text ad requirements.
 Appeal to customers on mobile. Consider creating ads devoted to people on mobile devices,
using the mobile version of your website as a landing page, and offering specials suited to a mobile
audience.
114
TEXT AD REQUIREMENTS
 The following Google Ads policies are particularly relevant to text ads and are
often associated with disapprovals.
 Editorial – Style and Spelling
 Ads or extensions that do not use commonly accepted spelling or grammar
Examples: "Flowers here buy" or "Buy flwres here" instead of "Buy flowers here"
 Ads or extensions that are incomprehensible or don’t make sense
Examples: Gibberish or overly generic ad text; overly generic or vague promotions; ad
text that is cut off or incomplete
 Ads or extensions that exceed character limits for double-width character languages
(e.g., Chinese, Japanese, Korean)
 Ads or extensions that are inconsistent with the clear and informational presentation
style of the Google Search results
Examples: Ads that use bullet points or numbered lists; ads containing a generic call to
action (such as "click here") that could apply to any ad 115
TEXT AD REQUIREMENTS

 Punctuation and symbols

 Punctuation or symbols that are not used correctly or for their intended
purpose
Examples: Exclamation marks in the ad headline; repeated punctuation or
symbols; symbols, numbers, and letters that don't adhere to their true meaning
or purpose, such as using "@ home" to mean "at home"; non-standard use of
superscripts; non-standard symbols or characters, such as asterisks; bullet
points and ellipses; excessive or gimmicky use of numbers, symbols, or
punctuation, such as f1owers, fl@wers, Flowers!!!, f*l*o*w*e*r*s, F.L.O.W.E.R.S
 Invalid or unsupported characters
Examples: Emoji, single-byte katakana
116
TEXT AD REQUIREMENTS

 Capitalization
 Capitalization that is not used correctly or for its intended purpose
Examples: Excessive or gimmicky use of capitalization, such as the following:
FLOWERS, FlOwErS, F.L.O.W.E.R.S
Note: In some circumstances, non-standard capitalization is allowed. For coupon
codes, common abbreviations (such as "ASAP"), trademarks, brand names, and
product names
 Repetition
 Non-standard, gimmicky, or unnecessary repetition of names, words, or phrases
Note: This policy includes extensions repeating text that already appears in ad text
Examples: Repeating the advertiser name, repeating the product name
 Extension text that repeats words or phrases within the same extension or another
extension in the same ad group, campaign, or account
117
TEXT AD REQUIREMENTS
 Unacceptable spacing
 Omitting a space or adding extra spaces
Examples: "Sale,buy flowers"; "Sale, buy flowers“
 Excessive or gimmicky use of spacing
Examples: f l o w e r s, buyflowershere
Note: Some trademarked terms, brand names, or product names use non-
standard spacing.
 Phone number in ad text
 Entering a phone number in ad text
Example: Adding "Call 1-800-123-4567" to the ad’s description
Note: If you want to encourage customers to call you, consider using call
extensions or call-only ads instead of putting the number in your ad text.

118
STAY ENGAGED
 Key idea: Adjust your campaign performance based on performance
and recommendations
 Remember that a successful campaign doesn’t end with set-up. You
need to monitor how it’s doing and make adjustments. For best
results:
 Set up conversion tracking in order to see what happens after a customer
interacts with your ads—whether they purchased a product, signed up for your
newsletter, called your business, or downloaded your app.
 Check your campaign performance at least weekly. Make sure you don’t miss any
important notifications, and be sure to find ways to get more value and impact
through your Recommendations page—an entire section of your account
dedicated to helping you improve your campaign.

119
AN EXAMPLE OF AN AD GROUP WITHIN THE
GOOGLE ADS CAMPAIGN MANAGEMENT TOOL

120
KEYWORDS COUNT

 A good rule of thumb is 10 to 20 keywords maximum per Ad Group.

Minimum 3

Our ads will tend to be more relevant to searchers if you create

many focused ad Groups in each campaign, which each target a
particular type of searching.

Each ad Group shouldn’t have too many diverse, unrelated

keywords since you will be less able to deliver relevance, and so
your clickthrough rate will be low and your price bid will have to be
high compared to competitors to get the listing position you need
121
DYNAMIC CONTENT INSERTION

 It is easy to test alternative creative/copy but maybe easier to use

dynamic content insertion. Check that your agency has developed
the best messages through testing. To save time, you can use
dynamic content insertion to tailor the ad for better user
experience UX. For example, in Google, the syntax
{Keyword: <Default phrase>}
Is used to activate this ‘dynamic keyword insertion’ feature when
defining the ad headline or description. This typically results in
greater relevance and higher clickthrough rates since the
phrase entered matches that typed search term
122
Headline: Buy {KeyWord:Chocolate}

123
CAMPAIGNS & CONVERSION RATE
 It is also useful to create separate campaigns for the content
network; then you can treat this differently by using different messages as
a first-time advertiser, it is usually best to switch off the content network
initially, so you can concentrate on getting advertising right within the main
search results
 Conversion rate. With PPC, as for any other media, media buyers carefully
evaluate the advertising costs in relation to the initial purchase value or
lifetime value they feel they will achieve from the average customer. As well
as considering the CPC, you need to think about the conversion rate when
the visitor arrives at your site. Clearly, as an ad could be effective in
generating clickthrough or traffic, but not achieve the outcome required on
the website such as generating a lead or online sale

124
DIAGNOSTICS
As an ad could be effective in generating clickthrough or traffic, but
not achieve the outcome required on the website such as generating a
lead or online sale

 Diagnostics.
This could be because there is a poor incentive or call-to-action or the profile of
the visitors is simply wrong. One implication of this is that it will often be more
cost-effective if targeted microsites or landing pages are created specifically for
certain keyphrases – to convert users to making an enquiry or sale. These can
be part of the site structure, so clicking on a ‘car insurance’ ad will
take the visitor through to the car insurance page on a site rather than
a home page. This is not a form of advertising to use unless the effectiveness
of the web site in converting visitors to buyers is known
125
ADWORDS ACCOUNT STRUCTURE # of Conversions or
clicks=

126
LOWERING CPA BY INCREASING CONVERSION RATE

 Generally, your CPA will be higher than your cost-per-click, since not
everyone who clicks your ad will make the jump to being a customer.
It stands to reason that increasing your conversion rate goes hand-in-
hand with lowering your CPA. Tips for lowering your CPA, then, will
often reflect more general best practices for marketing.

 Create an effective landing page

 Optimize your website with A/B testing
 Increase your retargeting efforts
 Eliminate Paid Ads and Keyword Bids That Aren't
Converting
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OPTIMIZING PAY PER CLICK

 Each PPC keyphrase ideally needs to be managed individually in order

to make sure that the bid (amount per click) remains competitive in
order to show up in the top of the results. Experienced PPC marketers
broaden the range of keyphrases to include lower volume phrases.
Since each advertiser will typically manage thousands of keywords to
generate clickthrough, manual bidding soon becomes impractical
 Use a single tool. Some search engines include their own bid
management tools, but if you or your agency is using several different
PPC services such as Overture, Espotting and Google, it makes sense
to use a single tool to manage them all. It also makes comparison of
performance easier.

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OPTIMIZING PAY PER CLICK (IGNORE THIS SLIDE)

 Some bid-management tools such as Efficient Frontier use historical

click, cost, impression and position data to model the whole
campaign in a portfolio-style approach similar to those used by
stock market traders. For each keyword and each position, these
tools predict
 the required bid

 the actual CPC

 the click volume (CTR)
 the conversion rate

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MAKING YOUR AD CREATIVE EFFECTIVE
BEST PRACTICES
 Digital marketing best practice checklist – effective paid search ad creative
 Deliver relevance by including search term keywords in headline and body description “automatic
insertion”
 Be specific on the offer
 Include specific benefits; e.g. free delivery costs and try to squeeze in a call-to-action “incentives to
incite clicks”
 Differentiate – explain what is unique about your offering “USP”
 Include numbers. Percentages, ratios as appropriate since they stand out when visitors scan the page
 Use CAPS (capitalize first letters and use acronomys where appropriate)
 Space can be good – sometimes relatively short text can have a higher impact
 Use characters (sensibly): ! ? : &
 Be quirky ! Depending on industry “surprise element”
 Use distinctive words
 Capitalize display URLs (the web address shown) and consider including a sub-folder that highlights the
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SUMMARY

 Review the relevance of Pay per click advertising and be sure to

devote sufficient resources to deliver ROI from these
 Master your Quality Score
 Manage your PPC campaigns by constantly calculating and
optimizing CPA
 Beware of click fraud

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