GOOGLE AD WORDS CHEAT SHEET - Get Your First 1000 Subscribers
←
→
Page content transcription
If your browser does not render page correctly, please read the page content below
GOOGLE AD WORDS CHEAT SHEET
Get Your First 1000 Subscribers
Advertising on Google and on Search Partner Sites
Your ad can appear on any site where someone searches using Google.com. This can
be at Google.com or at a search partnerʼs site.
Googleʼs network also includes sites like Google Search, Google Shopping, Google
Maps, Google Images, and Google Groups.
Get Your First 1000 Subscribers
© 2012 Jenny Shih
page 1
GOOGLE AD WORDS CHEAT SHEET
Get Your First 1000 Subscribers
Why Ad Words Are Great: Relevance
One of the biggest benefits AdWords offers is the ability to precisely target ads to users
based on their interest, as well as a number of other factors like location, language, and
demographic.
The result is that the user sees highly relevant ads, which they are more likely to click
on. And because ads on search engines show only in response to a user's query, the
user is also more likely to be further along in the buying cycle, and more likely to be
ready to convert.
Get Your First 1000 Subscribers
© 2012 Jenny Shih
page 2GOOGLE AD WORDS CHEAT SHEET
Get Your First 1000 Subscribers
Ad Words Give You a Great Reach
Every day, Internet users conduct millions of searches on Google. When you use
Google AdWords, you have the opportunity to capture any segment of that broad
worldwide audience that's actively looking for products, services, information, and
websites.
By giving your products or services a presence during relevant user searches, you're
ensuring that you're visible in a crucial point in the customer's buying cycle -- when the
user is actively searching for what you're offering.
Get Your First 1000 Subscribers
© 2012 Jenny Shih
page 3GOOGLE AD WORDS CHEAT SHEET
Get Your First 1000 Subscribers
Some Definitions Before We Dive In
Campaign – A container with a high level theme which contains both Adgroups and
keywords
Adgroup – These should be tight groups/themes within the campaign theme which
contain relevant keywords
Keyword – A word or phrase for which you want your ad to show up in the SERPs
(Search Engine Results Page)
Quality Score - An estimate of how relevant your ads, keywords and landing page are
to a searcher seeing your ad.
" Having a high Quality Score means that Google thinks your ad, keyword and
landing page are all relevant and useful to someone looking at your ad. A score
of 10 being the highest and a score of 1 the lowest.
" The more relevant your ad copy and landing page is to the keyword search, the
higher the quality score will be. Quality Score is important because: The higher
the Quality Score, the lower or more competitive your cost per click will be
compared to your competitor(s).
Get Your First 1000 Subscribers
© 2012 Jenny Shih
page 4GOOGLE AD WORDS CHEAT SHEET
Get Your First 1000 Subscribers
Start by Doing Keyword Research
Keyword research and creation involves five steps:
1. Build a keyword list: Create a list of terms that refer to your business, service, and
products, and think of common phrases people may use to think of something similar.
You can get additional keyword suggestions from the Keyword Tool within your account.
2. Group your keywords by theme: Grouping your ads and keywords together in their
own ad groups by theme can help you get better performance from your ads.
3. Set appropriate match types for each keyword (Search Network): Picking the right
variations of your keywords can help reduce costs, or increase traffic while balancing
impressions with meaningful clickthroughs or leads.
4. Remove unnecessary keywords: Refining your keyword list can help you save on
unnecessary costs in the long run, and help you better target users. Removing
irrelevant keywords means the users who are most likely to be interested in your
business, service, or product will be more likely to see your ads, more often.
5. Test run the campaign: Keywords need a chance to run before you can really
determine how well they're doing. Try to let them run for at least 30 days before
evaluating their performance.
Get Your First 1000 Subscribers
© 2012 Jenny Shih
page 5GOOGLE AD WORDS CHEAT SHEET
Get Your First 1000 Subscribers
Create Your Ad
AdWords text ad policies fall into the three categories: editorial and format, content, and
link. All guidelines are intended to help advertisers create effective ads to meet their
advertising goals.
Editorial and format:
These policies typically apply to the ad text (the first three lines of your ad).
For example:
• Character limit: Your intended headline, text, and URL must fit within the
required limits and not be cut off.
• Prices, discounts, and free offers: If your ad includes a price, special discount,
or "free" offer, it must be clearly and accurately displayed on your website
within 1-2 clicks of your ad's landing page.
• Punctuation and symbols: Among other requirements, ads may only contain a
maximum of one exclamation point.
Content:
These policies relate to the products and services you advertise, and may apply to ads
and the content of your site. For example, advertising is not permitted for the promotion
of certain weapons, or for aids to pass drug tests.
Link:
These policies relate to the display and destination URLs in your ad. For example, the
display URL must be accurate, and links to your website must allow users to enter and
exit the landing page easily.
Get Your First 1000 Subscribers
© 2012 Jenny Shih
page 6GOOGLE AD WORDS CHEAT SHEET
Get Your First 1000 Subscribers
Tips on Ad Copy
Make your ad copy very specific to the theme of the keywords in your Adgroup.
You may not use another companyʼs trademark name in your ad(s). If you do, your ad
will likely be disapproved and therefore not displayed. You may use your own trademark
(s) in your ad(s) but be sure that you register them with Google and your associated
AdWords account or Bing/Yahoo and your associated AdCenter account.
If another advertiser is using your trademark(s) in their text ad copy you can notify
Google & Bing/Yahoo to have them blocked from doing so. Again, you must have your
trademarks registered with both of these engines in order to prevent your competitors
from doing so.
Here are some relevant references on trademarks and advertising
Google: http://support.google.com/adwordspolicy/bin/answer.py?
hl=en&answer=6118&expand=auth
Bing: https://advertise.bingads.microsoft.com/en-us/support-center/search-advertising/
intellectual-property-guidelines
Get Your First 1000 Subscribers
© 2012 Jenny Shih
page 7GOOGLE AD WORDS CHEAT SHEET
Get Your First 1000 Subscribers
Target Your Ad
Whenever you create a new campaign in your AdWords account, you choose which
languages and locations you want to target. Your options include:
• Language: Target up to 40 different languages.
• Location: Target any combination of countries, territories, regions, cities, and
customized areas that you define.
All advertisers must choose a language and location to target, so it's important to
understand what's right for you. Here are general guidelines to follow, which are further
discussed in the following topics.
Target the language spoken by the audience you're trying to reach. This should also be
the language in which your ad is written. Target countries or territories if you want to
reach a wide audience across one or more countries.
Target regions and cities if your business serves specific geographic areas or if you
want different advertising messages in different regions. Target customized areas to
reach specific geographic areas which may not be available in region and city targeting.
You can combine these targeting options any way you like within the same campaign.
Get Your First 1000 Subscribers
© 2012 Jenny Shih
page 8GOOGLE AD WORDS CHEAT SHEET
Get Your First 1000 Subscribers
Target Your Ad - Desktop / Mobile / Tablet
Be sure you set up separate campaigns targeting these different searchers/users:
• Desktop – those searchers using a desktop computer or laptop who will see
your ads
• Mobile – those searchers using a mobile phone or smartphone who will see
your ads
• Tablets – those searchers using an iPad or other tablet devices who will see
your ads
There are a couple of reasons to segment these:
• So you can see how many impressions, clicks and conversions each of these
segments is receiving.
• The costs tend to be lower for mobile and tablets since many advertisers are
likely unaware or have decided not to take this extra step when setting up their
campaigns. This means the competition is typically lower and therefore the
costs tend to be lower. You tend to pay more when they are all lumped together
in one.
• You can message those on mobile devices differently than desktop users.
Get Your First 1000 Subscribers
© 2012 Jenny Shih
page 9GOOGLE AD WORDS CHEAT SHEET
Get Your First 1000 Subscribers
Optimize your Website and Landing Page
Through AdWords, you can tailor your ad text and keywords in order to maximize your
clicks and drive users to your website. However, getting users to your pages is only part
of what you need for a successful website. If your users reach your site, but leave right
away, then you're not getting significant return on your investment.
To attain a high-quality, highly effective website, you'll need to optimize your website
content.
There are three primary elements of quality to keep in mind when optimizing your site:
• Relevant and original content: Attracts users and keeps them returning to your
site.
• Transparency: For websites, this means being clear about the nature of your
business, how your site interacts with the user's computer, and how you use a
visitor's personal information.
• Navigability: Providing an easy path for users to find what they are looking for
on your website.
These three elements have an important impact on the user experience of your site.
Taking the time to put yourself into a user's mindset when visiting your site is the most
important thing you can do to optimize your site.
Get Your First 1000 Subscribers
© 2012 Jenny Shih
page 10GOOGLE AD WORDS CHEAT SHEET
Get Your First 1000 Subscribers
Bid Cost-per-Click (CPC)
In campaigns using CPC bidding, you set a CPC bid for each ad group or keyword in
your campaign. Your CPC bid refers to the amount you're willing to pay for a click on
your ad when the ad appears on Google or one of our partner sites.
With CPC bidding, you pay only when someone clicks on your ad. CPC bidding is
recommended if you're mostly interested in getting traffic on your site. You have two
options for CPC bidding:
• Automatic bidding: You set a daily budget, and AdWords works to bring you the
most clicks possible within that budget. If you like, you can set a CPC bid limit
to ensure the AdWords system doesn't bid more than a particular amount.
• Manual bidding: As with automatic bidding, you pay only when someone clicks
on your ad. However, this option lets you control your own maximum CPC bids.
You can set bids at the ad group level, or for individual keywords or
placements.
Get Your First 1000 Subscribers
© 2012 Jenny Shih
page 11GOOGLE AD WORDS CHEAT SHEET
Get Your First 1000 Subscribers
Verify Your Budget and End Dates
This is every advertiserʼs nightmare:
Your ads stop displaying because you either reach your budget, or they stop
displaying because you have an end date scheduled for which you did not realize
and your ads are turned off as a result.
Be sure to check all accounts and campaigns so there are NO surprises.
Get Your First 1000 Subscribers
© 2012 Jenny Shih
page 12GOOGLE AD WORDS CHEAT SHEET
Get Your First 1000 Subscribers
Track Your Results
In order to ensure your ad is helping bring new visitors to your site and is remaining
relevant, be sure to track your results.
Watch the clicks and opt-ins you get, plus notices what of those opt-ins result in new
clients or customers.
Adjust your ad regularly to keep it fresh.
Get Your First 1000 Subscribers
© 2012 Jenny Shih
page 13GOOGLE AD WORDS CHEAT SHEET
Get Your First 1000 Subscribers
Google Ad Words Cheat Sheet
by Mark Jackson of Vizion Interactive
and
Dan Nakagawa (an awesome, helpful guy)
For more information on how Vizion Interactive may help your business find profitable
means of marketing your business via Search, Social or other digital marketing means,
please contact Mark Jackson at 888.484.9466 ext. 60
or visit their site at http://vizioninteractive.com.
For more information on Google Ad Words and how Dan Nakagawa can help you get
your ads on Google, email him at daniel.a.nakagawa@gmail.com.
Get Your First 1000 Subscribers
© 2012 Jenny Shih
page 14You can also read
