Google AdWords

Keyword Planner
Search
Google AdWords Keyword Planner Search

Keyword Match Types

With your keywords well and truly chosen, you can now decide
upon the match types that you are going to use. When bidding
on a keyword, you need to choose a keyword match type that
tells Google AdWords how precisely you want it to match your
ad to the keyword searches.

1. Exact match. This is the most specific match type, and 2. Phrase match. This match type is of the broader variety, in that you can capture a
lot more social queries while remaining relatively targeted. It's chosen by typing
in order for the ad to show for the keyword cheap hotels inverted commas on either side of the keyword; for example, ‘cheap hotels.’ The good
in Seattle, the user needs to write exactly that. You can thing about Phrase Match is that your ad will still show if the user types words before
or after the keyword you've placed within the inverted commas. For example, if a user
choose Exact Match by typing two square brackets on
searches for cheap hotels in Seattle, the ad will still show, because the words in
either side of the keyword; for example, [cheap hotels in Seattle come after your keyword. Similarly, if the same user searches for very cheap
Seattle]. By doing so, it means the ad will only show when hotels, the ad will still show because the word very came before your targeted
keyword. If the user enters a word in between your Phrase Match keyword, such as
a user types in cheap hotels in Seattle. Nothing less, cheap Seattle hotels, the ad will not show. There's no piggy in the middle with this
nothing more. match type!
Google AdWords Keyword Planner Search

Keyword Match Types

3. Modified broad match. When starting a new campaign, this is probably the
best match type to choose. The targeting is broader, but you are able to
define the words within a search query that the user types in. To choose this
match type, type a plus sign in front of the words that the user must include in
the search query for your ad to show; for example, +hotels near +Seattle. You
may notice there are only plus signs in front of hotels and Seattle. This means
that those words must be included in the user search query for your ad to
appear. This also means the word near, which lies between those words, isn't
set in stone. If the user types in, at, or on your ad will still show. When starting
out, you need to be a little broad with your keywords so that you can identify 4. Broad match. Consider this match type as a giant fishing net trawling
which keywords work and which don't. Once you have done this, you can through a digital ocean, catching almost every search term regardless of
switch to Exact Match and make your targeting far stronger.
relevance. This type could be recipe for disaster if your budget is
limited, because it has the broadest reach. You can choose Broad Match
by simply typing in the keyword with nothing before or after it. Your ad
can show for misspellings, variations, and iterations of your keyword.
For example, if your keyword is umbrella, your ad could show for patio
furniture because umbrellas are mildly related to patio furniture. This is
5. Negative match. Also known as negative keywords, this match type is the point at which your quality score will start to suffer because you are
a great way to prevent your ad from showing for certain search queries. not being relevant to the
For example, if a two-star hotel does not want to display in the search users you are targeting.
results for five-star hotels, it can use a Negative Match keyword to exclude
search queries for five-star hotels. There are three Negative Match types:
Negative Exact, Negative Broad, and Negative Phrase. In order to choose
Negative Match, simply place a minus sign in front of the keyword. For
example, -[five star hotels] is Negative Exact, ‘-five star hotels’ is Negative
Phrase, and -five star hotels is Negative Broad. Currently there is no
negative variation for Modified Broad Match.
Google AdWords Keyword Planner Search
Google AdWords Keyword Planner Search

Process
Keyword With your account and campaigns fully set up, now seems like
Match the right time to take the next step exploring the processes
behind the campaign and taking a look at how ad copy influences
Types the success of all search marketing advertising. This section is a
toughie, so your full attention is required in order to:
Exact Learn how to compose ad copy and the best practices, rules, and
match policies that govern it.
. Be able to use dynamic keyword insertion and ad extensions as
part of your campaigns.
Appreciate the best practices for designing a landing page.
Align bidding strategies with your KPIs.
Integrate remarketing into your search marketing strategy.
Google AdWords Keyword Planner Search

Ad Copy Composition
Keyword Let's kick off this section by learning how exactly to compose the ad copy that
Match will be served to users. The folks over at Google AdWords are extremely strict
with character count for each line of your ad copy, so take note of these
Types character limits, because you will need to stick to them! Ad titles or
description lines with even one character over the limit will not be allowed, so
you'll need to get creative! . It is from the Digital Marketing Institute and
shows adherence to these character count limits. Gold star for us! Ad titles
(or headlines) have a 25- character limit, including spaces. The Display URL
line is technically granted up to 255 characters; however, only 35 of those will
be displayed. It's best practice to keep your Display URL line short and sweet.
Use it to show users your website address; for example, www.example.com.
You can then assign a different destination URL, which will navigate the user
to the specific landing page the ad refers to; for example,
www.example.com/sale. If you choose to do this, you must make sure the
display URL and destination URL are on the same domain (in this example
www.example.com). And finally, Description Lines 1 and 2 are allowed up to
35 characters each, including spaces.
Google AdWords Keyword Planner Search
DMI Google
AdWords Ad
DMI Google AdWords Ad

Where do I start?
When crafting your ad copy, start by
thinking about what your customers
would like to see if they entered a
search term that triggers your ad. From
here, you can then follow each of these
best practices to create eye-catching
advertisements that will have your
user's hands twitching to click!
 DMI Google AdWords Ad

Make it unique.
Your ad should have a really
compelling message with a unique
selling point (USP) to suit. Give the
user a reason to click your ad and
Flaunt your promotions and
something that differentiates you
offers.
from your competitors. Try Googling
the search term you want your ad to If there is a sense of urgency
show for, then see what your associated with your campaign, put Include keywords.
competitors are saying in their ad it in the ad. Google has a really
Don't forget that keywords
copy to get ideas. For example, do cool feature called Countdown
you offer free delivery or have 24- contribute to your quality score,
Ads, which will count down, in real
hour customer service? If so, say it! time, the number of days, hours, so make sure you get them into
and minutes left until the offer your ad copy. Furthermore, your
expires. This is great way to keyword will also be highlighted
encourage users to click through. in bold if users enter it as part of
their search terms. What better
reason to put your keyword into
ad copy than that?
DMI Google AdWords Ad

Highlight a call to action.

Tell users what to do and
also make it obvious what is
expected of them once they
click onto your site. Do you
Match your ad to
want them to find out more, landing page.
purchase something, or What you say in your ad
sign up for your newsletter? should relate exactly to the
landing page users are
brought to once they click
your ad. In other words,
don't advertise apples and
bring the user to a page
about oranges!
 DMI Google AdWords Ad

Stick to the Rules!

Besides the character-limit restrictions, you should also be aware of the
following rules:

There are restrictions on special The use of trademark terms in ad copy

characters (!?*#), excessive is restricted without prior authorization
punctuation, and capitalization. from the trademark owner.

The word click is forbidden in ad You cannot mislead or misrepresent

copy. That means you cannot have a the service or product that you are
call to action saying click here for offering.
more.
DMI Google AdWords Ad

Creating the Ad

In your AdWords dashboard,

click the Campaigns tab at the
top, then select Ads underneath
and click the big red + Ad button
near the bottom of the screen.
DMI Google AdWords Ad

Creating the Ad
 Creating your
Google AdWords
Ad
Creating your Google AdWords Ad

You will be forced to choose an ad group before

being able to submit your ad copy, so make sure
you do so before completing this step. Simply fill in
all the fields and you are ready to go! You should
create two to three ads per ad group, using
different ad copy for each. By doing this you can
test different types of messaging and calls to
action, and even different landing pages, to see
which ones users prefer and which ones give the
highest ROI. Even if you find that one ad that works
incredibly well, never stop testing. Try new
iterations of that one great ad and keep testing
until you find one that performs even better!
 Creating your Google AdWords Ad

This is a great technique for eye-catching ad copy.

Dynamic keyword insertion puts individual
keywords from your ad group into your ad text.
The result is an extremely relevant ad to the user,
and it saves you time you might spend creating
Dyn
ami multiple ads for each keyword that you are
Key c
wor bidding on. To use this feature you must use a
Inse d
rtio special code in the following format:
n
{KeyWord:Chocolate}. As you can see, your
brackets must be of the curly variety for the
feature to work.
 Creating your Google AdWords Ad

Dyn
ami
Key c
wor
Inse d
rtio
n
 Creating your Google AdWords Ad

Ad extensions take up more room on the

Ad search engine results page and also provide a
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ns
richer, more relevant experience for the user.
Extensions are great for enhancing your brand
perception and encouraging users to convert in
whatever way makes most sense to them,
whether that's in- store, over the phone, online,
or by app.
 Creating your Google AdWords Ad

Example

Ad
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ns
Google AdWords
Ad with Ad
Extensions
Google AdWords Ad with Ad Extensions
In the previous you can see examples of three different ad
extensions being used by Emirates Airline: an enhanced site link,
a call-out, and a review. Enhanced site links are the four links at
the bottom of the ad, which are essentially four more paid search
ads that deep-link into different sections of the Emirates site. Do
you see how much space it's taking up on that SERP? It is pushing
down both competitor ads and organic results, meaning it's a
highly impactful ad. Call-out extensions are the additional,
unclickable pieces of information about your business that go
below your ad. They are great for allowing you show extra
Ad information that would otherwise be lost due to character count
Exte restrictions. In this example, the call-out extension is Spacious
nsio
ns seats · 30kg+baggage allowance · Gourmet cuisine · 140+
destinations. The final element of this ad is Emirate's review
extension. These extensions are great to have and can entice
users to click. This extension is being used to display the text
Emirates has 3,338,233 followers on Google+. You can also click
this text, and the link will bring you to the landing page that
proves that they actually do!
Google AdWords Ad with Ad Extensions

EXAMPLE

Ad
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ns
Google AdWords
Click-to-Call
Extension
Google AdWords Click-to-Call Extension

EXAMPLE
You can even drive customers to
download your app directly to their
cell phones through the app
download extension shown in Figure
3.22. The best feature of this
extension is that it is device
Ad
Exte responsiave, meaning an iOS app will
nsautomatically
ions download for iPhone
users while Android will download for
those using devices powered by that
OS. Pretty nifty, right?
Google AdWords
App Download
Extension
 Google AdWords App Download Extension

These are only some of the

ad extensions that are
available to you. Create your
own by going to the Ad
Extensions tab and clicking
View:
Ad Sitelinks Extensions
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ns
How to Create an
Ad Extension
within Google
AdWords
 How to Create an Ad Extension within Google AdWords

Landing Pages
Did you know you have eight seconds to impress users who click on your landing
page? If the content does not match the ad copy in the search query they searched
for, you can bet your bottom dollar they will vanish faster than Lindsay Lohan's
music career. Users should be able both to find what they are looking for and
convert within three clicks of entering your site. If they can't, you are not providing
the ideal experience. Get your act together! The best landing pages should:

Ad Provide relevant, useful, and original content.

Exte
nsio Be transparent and promote trust—can they find your Contact Us page?
ns
Be easy to navigate. Fulfill the promise of your ad copy.
Have a visible and prominent product or service title and image. Contain
clear calls to action.
Have minimal clicks to conversion—less than three is the rule of thumb!
How to Create an Ad Extension within Google AdWords

Bidding
Let's now take a look at the three different ways that you can set
your bids and get your campaigns performing at the optimal level:

1. Your first option is to set bids from the Ad Group view in the Ad Groups tab. As you can see in Figure 3.24,
the ad groups appear on the left while their corresponding bids are listed on the right. These bids are set to
Ad
Exte the default maximum CPC, but they can be changed by hovering your mouse over the bid and clicking on
nsio the box.
ns
2. The second way to set your bid is by simply clicking into the ad group itself, from your ad group overview.
You will then be brought to the screen shown in Figure 3.25. Simply click on Edit to change your default bid
for that particular ad group.
3. The final method of setting your bids is at the keyword level. If you find that a specific keyword is
outperforming or underperforming others, you can increase or decrease that bid by clicking the Keywords
tab, hovering over the bid, and clicking on it.
How to Create an Ad Extension within Google AdWords

Ad
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Setting Bids from
Ad Group
Overview
 Setting Bids from Ad Group Overview

Ad
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Setting Bids from
Within an Ad
Group
 Setting Bids from Within an Ad Group
It's important to note that keyword bids will override ad group level bids if
they are higher.
For example, let's pretend you have a bid of $1.75 on an ad group
called Restaurants, but decide to change the bid on one keyword
within the ad group to $2.00. If the following week you decide to
reduce your ad group bid to $1.50, your keyword bid of $2.00 will
override the ad group level bid and remain the same. If you want
that keyword bid to be the same as its ad group bid, you will have
to change it manually using method 3 listed above

Don't bid blind. When devising a bid budgeting strategy, it's vital that you
Ad bid based on priorities and KPIs. Applying a blanket bid across all ad groups
Exte
nsio and leaving them to run is bad practice and economically insane! Look at
ns your performance in line with your KPIs and set your bids based on that. If
your KPI is to drive sales, then increase bids on the keywords and ad groups
that drive the most sales. Analyzing your ad's average position should also
be a key factor informing your bid strategy. If, for example, you want to
increase conversions on a particular keyword but already have an average
position of one, there is no point in increasing your bid because you cannot
go higher than a numberone position!
 Setting Bids from Within an Ad Group

Google Display Network

(GDN)
GDN consists of websites that allow Google to place
ads on its site through a platform called AdSense.
When a user clicks an ad, the publisher and Google
Ad make money. Users can be targeted through
Exte standard text ads, image ads, and video ads. To
nsio
ns check out your advertising options on GDN, click
the Tools tab on your AdWords dashboard. It's a
great way to place ads on websites that are relevant
to what you are selling and that you know your
target audience is visiting.
 Setting Bids from Within an Ad Group

Remember that time you visited a website, only to see an ad

exactly related to that page you were looking at a short while later?

Rem a rk eti ng That's remarketing! If users have been to your site before, you can
target them as they are browsing other websites and mobile apps,
or even as they are searching on Google. Some call it cyberstalking,
while others view it as a clever way of reaching consumers who
have already visited your site. Take a look at the five different ways
you can remarket to users:

Ad 1. Standard remarketing. As past visitors browse GDN websites and use GDN apps, your
Exte
nsio ads will be shown to them along the way.
ns 2. Dynamic remarketing. As past visitors browse GDN websites and use GDN apps, ads with
products and services they viewed on your website will be shown to them.
3. Remarketing for mobile apps. As people who have used your mobile app or mobile
website use other mobile apps or browse other mobile websites, they will be shown your
ads.
4. Remarketing lists for search ads. As past visitors do follow-up searches for what they
need on Google after leaving your website, your ads will appear in the search results
. 5. Video remarketing. When people who have interacted with your videos or your
YouTube channel use YouTube and browse GDN videos, websites, and apps, they will see
your ads..
 Setting Bids from Within an Ad Group

If you are unable to obtain any information about them, how can you place a value on them?
Take a look at these three scenarios and decide which two have the most value:

t i n g
1. User 1 has visited the site before, navigated as far as the basket page, and then bounced.

R em a rk e 2. User 2 has gone as far as entering their payment details before bouncing off.
3. User 3 bounced 30 seconds after reaching the About Us page. Users 1 and 2 are the
most valuable and likely to convert, just in case you are still scratching your head for the
answer. You can kick off your own remarketing campaign simply by inserting a piece of code
between the tags on every page of your site. Get your code from the Campaigns section of
the AdWords dashboard. Select Shared Library from the menu on the left and click
Audiences underneath it

Ad New AdWords account owners will be asked to set up remarketing; once you have completed the required
Exte fields, your code is ready to go! When your code has been inserted onto your site, you will see the Audiences
nsio section of your AdWords dashboard. You should pay particular attention to the Membership Duration
ns section of this page, which indicates the amount of time users will be remarketed to before they are
removed from the list. The default is set to 30 days, but it can stretch to as long as 180 days on the Search
Network and 540 days on GDN. Your membership duration should be amended based on your knowledge
of how long it takes users to convert. The List Size field will tell you how many users are on your remarketing
list, divided by Search Network and GDN. For example, remarketing to a user who reached the basket page
on your site should have a higher priority over remarketing to someone who has already purchased
something. To create a custom remarketing list, click the red + Remarketing List button. In the Who to Add to
Your List field, you can select from a range of options for the users to be targeted. When you have set your
membership duration based on how long you think it takes a user to convert, click Save.
Stage 3:
Manage
 Stage 3: Manage

If your friends are impressed by your newfound abilities from stages 1

Ad and 2 of the PPC process, then what you learn from this next section will
Exte definitely bowl them over! Stage 3, is about what happens after your
nsio
ns campaign has launched and you are managing it effectively on an
ongoing basis. Pretty soon, you will be able to tell your friends all about:
1. The functions of each of the five main tabs within the AdWords
interface.
2.How to implement conversion tracking as part of your overall PPC
strategy.
3.The reports that can be pulled and where to find them.
 Focus on the Third Stage in the PPC Process

Navigating the Interface

Once your campaign has been created, you will need to report on The Home tab is great way of getting a quick snapshot
and analyze its performance— which can be done through the variety
of how your account is performing and telling you
of toolsAAdWords
d has to offer. The tricky part, however, is choosing
Ewhich
xte tabs and sections of the interface are most relevant to you, what the top changes have been over the last week.
s on business is unique. Fasten your seatbelt, this guided
because ieach s The Reports tab is where you will click to get a more
tour of the AdWords interface will help you decide and locate the tabs
and sections your business needs. vibrant visual representation of how your campaigns are
performing. You can pick and choose which data points
you want displayed and display them in a table, a line
These are the five main tabs that you will chart, a bar chart, or a pie chart.
The Campaigns, Opportunities, and Tools tabs are
navigate through when you start to report.
much meatier, so let's look at them in more detail now.
 Focus on the Third Stage in the PPC Process

1. Campaigns
tabs
All your campaign management will be run from this Settings. If you want to modify the settings for all your campaigns
section and the screen shown will also be the default screen at once, this is the tab for you! Here you can change the start and
when you log in. Let's now see what each of the sub tabs end dates of your campaigns and also edit the settings for your
within the Campaigns section can do for you. location, budgets, language, ad rotation, and ad scheduling!

Ad
EAd
xtegroups, ads, keywords, and ad extensions. These tabs
Dimensions. Here you can really drill down into the performance of
nsioyou the performance of these particular areas of your campaigns and look at the times and days of the week when your
will show ns ads are performing best. It also allows you to monitor which
your campaign for the date range you set. Set your date geographic locations are the top performers—perfect for reporting on
range by clicking the date range option in the top right campaigns that span several countries. Not only this, you can also see
corner of the screen. You can choose anywhere from the the best performing URLs, which could prove useful in seeing which
previous 7 days to the previous 30 days, and you can also landing pages are generating the most conversions! Finally, the
Dimensions tab will let you identify the biggest changes in your CPC
define the date range by quarter or by half year.
over the last week and where the changes have come from. Pretty cool,
right?
 Focus on the Third Stage in the PPC Process

2.Opportunities
tab

For beginners and seasoned professionals alike, the

Ad Opportunities tab gives very informative optimization tips and
Exte ideas.. These tips get very detailed, advising you on budget
nsio
ns spends and how to achieve more clicks. They are all based on
algorithm calculations, meaning they are a prediction of sorts
and therefore subject to fluctuation. The best feature of the
Opportunities tab is that the tips are updated in real time,
meaning you could get totally different suggestions each week.
Focus on the Third Stage in the PPC Process

3. Tools tab
d t h e K e yword
e y o u will fin
ls t a b is w h e r
st im p o r tantly,
The Too n e r , a n d mo
D is p la y Pla n
o k s a t th e post-
Planner, t oo ls. T h e la tter lo
arch
n T r a c k in g g p a s t s e
Conversio u r c a m p a ig n , movin
oing
e s s o f y o s e r s a re d
click succ fo c u s in g o n what u
s ion
a ly s is a n d ly , c o n v e r
engine an w e b s ite . U ltimate
e n t e r y o ur e m o n e y it's
when the y a b le for th
C ac c o u n t t y o ur
o ld s P P o r n o
tracking h a s s e s s w hether
g , a ll o w ing you if t h a t r e turn is
spend in t u r n —even
g e ttin g a r e e illusion
e n t is n d e r t h
investm w s . D o n't be u
dr iv in g v id eo v ie
b u s in e s s e s that
simply g is o n ly for
n v e r s io n trac k in
r s io n s , s u ch as
that co h a r d conv e
r c h as e s o r to o ! For
li n e p u n e s s
seek on g a n d aware
's f o r b r an d in
m o u n t of time
leads. I t a certain a
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, if a u s e s s , t h e
example e to y o u r busin
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conversion.
Focus on the Third Stage in the PPC Process

3. Tools tab
e in tw o w ays:
c an b e do n
trac k in g
Conversion c k ing
rs io n tra
d W o rd s c onve
cin g a G o ogle A h a t y o u u se as
a. By pla n t of y o u r site t
p a g e o r e leme b u sin e s s— for
code on a succ es s fo r your
tton
a to r o f u t -m o r e b u
an indic a g e o r a find-o
, a t h a n k -y ou p
example
.
on your site ogle
s in G o
n d t ra n sa ction
r e a t in g g oals a d W o rd s o nce
b. By c tin g th e m into A
(G A ) a n d impor
Analytics
u n ts a re li nked.
the acco
Focus on the Third Stage in the PPC Process
Google AdWords
Campaigns Tab
Google AdWords Campaigns Tab
Google AdWords
Opportunities Tab
Google AdWords Opportunities Tab

Which Tool Should I Choose?

If you create a Google AdWords conversion tracking code, that
conversion is specific to AdWords and will only tell you how many
conversions your AdWords campaign generated for that particular
goal.
Conversion tracking: Google AdWords style.
If you do decide to ignore the recommendation (how dare you!) and go
down the AdWords route, start by clicking the Tools tab and select
Conversions from the drop-down menu.
If you have not created conversion tracking before, you will need to click
the red + Conversion button to begin.
Regardless of which option you choose, you will still create all of your
conversions here.
Next you need to select the source of the conversions you want to
track.
Google AdWords Opportunities Tab
 Google AdWords
Conversion Tracking
Google AdWords Conversion Tracking
Hit Select underneath the Website option and the process of
creating a conversion tracking code will begin! You will need to
complete each of the fields:
Name. Choose one that is easily recognizable.
Value. Assign a value only if you feel you need to.
Count. Decide how you want AdWords to count your
conversions. The Every option will count every single conversion
from every visit. The Unique option will count only one
conversion per user—ideal for lead generation.
Conversion window. Here you choose how long you want the
conversion to be counted. The default setting is 30 days.
Category. Simply choose the category that best describes the
conversion action.
Optimization. Here you can opt in or out of including data
from this conversion in the Conversions for Optimization section
of the AdWords interface. Keep it ticked, it's good to have!

When you are done, hit Save and Continue to be brought to your very own conversion tracking code. A momentous occasion
for first timers—relish it. Just like that time you inserted a remarketing code onto your site, stick this one between the tags of
the appropriate webpage too. As soon as that page loads or the designated button is clicked, the conversion will be
recorded for you.
Google AdWords Conversion Tracking
Conversion Tracking
Code Generation
Conversion Tracking Code Generation

Conversion tracking: GA style. Be

fore importing goals
or transactions, you need to te
ll GA to recognize
when a click or conversion has
come from a PPC
campaign. To do this, you must
have both a GA and
a Google AdWords account that
are linked together.
Don't worry, you will learn ho
w to set up a GA
account in Chapter 9! When it is
set up, you can link
the two accounts by clicking th
e cog symbol at the
top right of the screen and
selecting Account
Settings. When this is done, hit
the Tools tab, select
Conversions, and click GA from th
e menu on the left.
If you have valid goals or trans
actions that have
converted via Google AdWords
in the last seven
days, then you can import
those goals and
transactions by clicking the +Con
version button. You
are progressing quickly and yo
ur PPC mastery has
almost come full circle. Let's now
move onto the final
stage of the iterative process to
see how you can
really analyze and report on your
campaigns!