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  • Book Overview & Buying Advertising on Google: The High Performance Cookbook
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Advertising on Google: The High Performance Cookbook

Advertising on Google: The High Performance Cookbook

By : Kristina Cutura
4.7 (7)
Buy this Book
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Advertising on Google: The High Performance Cookbook

Advertising on Google: The High Performance Cookbook

4.7 (7)
By: Kristina Cutura
Buy this Book

Overview of this book

This book contains practical recipes on everything from creating an Adwords account, reporting, analyzing, bidding effectively to remarketing. The book is a guide to getting hands-on experience in Adwords strategies. It is extensively focussed on helping you build an Adwords account, which appeals to the visitors and attracts more clicks!This book is great for the users, who are ready to start using Adwords, as well as for experienced advertisers, who are looking to take their accounts to the next level. Just create an Adwords account and run ad campaigns to take advantage of the hands-on recipes.
Table of Contents (20 chapters)
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Advertising on Google: The High Performance Cookbook
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Advertising on Google: The High Performance Cookbook
Credits
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Credits
About the Author
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About the Author
About the Reviewers
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About the Reviewers
www.PacktPub.com
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www.PacktPub.com
Preface
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Preface
Lock Free Chapter
1
Researching the Market and Competition and Setting Goals
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Researching the Market and Competition and Setting Goals
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Introduction
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Focusing on relevance
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Identifying your competitors using Google search results
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Using third-party tools to research competitors
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Analyzing budgets and bids to determine market saturation
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Setting advertising goals
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Predicting if AdWords will be profitable and calculating potential returns
2
Setting up Your Account
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Setting up Your Account
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Introduction
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Creating an AdWords account
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Determining the right billing option for your needs
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Inviting other users to access your account
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Changing user access levels or removing users
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Enabling auto tagging at the account level
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Changing your notification settings
3
Tracking beyond the Click
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Tracking beyond the Click
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Introduction
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Linking AdWords to Google Analytics
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Creating a conversion goal in AdWords to track leads or sales
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Importing goals from Google Analytics into AdWords
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Verifying that conversion tracking is working
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Analyzing how long it takes to convert customers
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Analyzing assist clicks and impressions
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Analyzing AdWords data in Google Analytics
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Analyzing time on site data and bounce rates
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Structuring Your Account
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Structuring Your Account
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Introduction
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Planning account structure
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Common ways to structure campaigns
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Deciding where to show your ads
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Device targeting options
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Choosing which locations to target
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Excluding locations from seeing your ads
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Selecting target languages
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Creating themed ad groups
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Renaming campaigns and ad groups
5
Creating Relevant Keywords
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Creating Relevant Keywords
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Introduction
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Using keyword matching options effectively
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Finding relevant keywords
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Analyzing competitor keywords from spyfu.com and similar tools
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Generating negative keywords
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Identifying keyword duplicates
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Multiplying keyword phrases
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Changing broad keywords to broad match modifiers
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Adding new keywords to an existing ad group
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Editing, pausing, or deleting keywords
6
Writing Compelling Ads
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Writing Compelling Ads
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Introduction
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Researching competitors' ads
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Setting campaign ad rotation
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Creating effective ads
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Choosing landing pages
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Implementing dynamic keyword insertion in ads
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Avoiding common ad copy mistakes
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Split testing ad copy
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Editing your ad text
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Pausing or deleting ads
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Budgets and Bidding
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Budgets and Bidding
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Introduction
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Setting and adjusting campaign budgets
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Evaluating your current budget and potential impact of budget changes
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Setting and adjusting ad group level bids
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Setting and adjusting keyword level bids
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Enabling enhanced bidding
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Enabling Conversion Optimizer
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Adjusting CPA bids
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Setting separate bids for calls
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Predicting impact of bid changes using the Bid Simulator
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Modifying mobile bids
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Adjusting location bids
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Adjusting bids based on the day of the week and time of day
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Running Display Ads
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Running Display Ads
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Introduction
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Creating an automatic placements campaign
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Creating a managed placements campaign
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Researching and adding display placements
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Targeting display sites based on topics
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Excluding irrelevant and poorly performing placements
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Avoid displaying your ads on certain pages
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Excluding categories of sites and potentially sensitive topics
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Adding image ads to display campaigns
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Creating rich image ads with Display Ad Builder
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Analyzing relative CTR to benchmark display performance
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Remarketing to Past Visitors
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Remarketing to Past Visitors
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Introduction
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Generating the remarketing code
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Creating remarketing audiences in AdWords
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Creating custom remarketing combinations via rules
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Setting up a remarketing campaign
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Setting remarketing bids
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Setting frequency caps to limit how often ads show
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Increasing traffic to your remarketing campaign
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Remarketing to YouTube viewers
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Reporting and Analysis
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Reporting and Analysis
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Introduction
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Running and scheduling reports
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Customizing columns to personalize data views
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Analyzing the days and times when ads perform best
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Analyzing geographic performance
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Reviewing call details
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Finding out where on display your ads are appearing
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Segmenting performance reports
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Creating filters to customize reporting
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Viewing data in graph format
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Evaluating sitelink extensions
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Using impression share metrics to increase conversions
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Optimizing Performance
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Optimizing Performance
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Introduction
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Improving relevance and Quality Score
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Improving ad rank
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Changing keyword match types
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Scheduling ads to run during key days and times
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Expanding your keyword list
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Analyzing ad copy performance and picking top performers
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Adjusting budgets to maximize traffic and conversions
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Tips to increase traffic
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Running search term reports to optimize keywords
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Optimizing bids for ROI
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Optimizing keywords to improve ROI
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Excluding IP addresses from seeing your ads
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Optimizing your landing pages
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Advanced Strategies and Features
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Advanced Strategies and Features
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Introduction
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Creating sitelinks
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Setting up call extensions
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Implementing social extensions
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Setting up location extensions
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Promoting application downloads
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Setting up Dynamic Search Ads
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Creating product ads
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Using experiments to test campaign changes
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Using advanced negative match keywords
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Automating actions based on rules and goals
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Common AdWords mistakes
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Managing AdWords
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Managing AdWords
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Introduction
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Troubleshooting why your ads are not showing up
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Finding out your ad's approval status
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Creating custom alerts to monitor performance
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Reviewing past changes and revisions
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Viewing or hiding paused or deleted items
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Getting started with AdWords Editor
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Making changes to campaign settings via AdWords Editor
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Reviewing account statistics through AdWords Editor
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Copying campaigns or ad groups with AdWords Editor
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Adding keywords in bulk using AdWords Editor
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Updating ads in bulk using AdWords Editor
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Index
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Index

Predicting if AdWords will be profitable and calculating potential returns

Use simple math to figure out how many clicks you can get with your target AdWords budget by reviewing average CPCs for your industry. You can take this information a step further by taking into consideration your current conversion rates to figure out what types of returns you can expect from AdWords.

Getting ready

First, understand average CPCs for your target keywords by following the steps outlined in the Analyzing budgets and bids to determine market saturation recipe.

How to do it...

  1. Once you know the average CPCs for your keywords, pick a budget that you're considering testing AdWords with. Next, you can calculate potential returns using some assumptions about conversion rates across different industries, or even better, using conversion rates from other online marketing efforts you may have tried.
  2. If you've done some advertising online and have an idea of how your website converts, you can use that number to make some initial assumptions about potential AdWords returns. However, keep in mind that different sources of traffic do tend to convert differently as well. For example, you'll likely see higher conversion rates from repeat visitors who are returning to your website after bookmarking it than you would from first-time visitors who are researching a product.
  3. If you are not sure how many of your visitors tend to convert, you can use more general and conservative assumptions. Start with 2 percent until you gather some data specific to your industry or specific to your website.
  4. Let's now try to calculate potential return from AdWords. Let's say our average CPC is $1 and we have a budget of $100 with which we'll get 100 clicks. With an assumed conversion rate of 2 percent, we'll get 2 conversions for each $100 spent on AdWords with each conversion costing us $50.
  5. Even if we are not sure what your conversion rates will be like, you can use average CPCs to figure out if AdWords is a viable way to advertise online. If average CPCs for your industry are high, say $10, and you are only willing to pay $20 for each conversion, then AdWords is most likely not going to bring the returns you expect, since you would need a 50 percent conversion rate for the math to work in your favor, and such conversion rates are very unlikely.
  6. The next important question is how much each conversion is worth to you. If you are paying $50 for each conversion, but make $1,000 from each conversion, then AdWords is obviously profitable. However, if it costs you $50 to convert a visitor but that visitors buys a $10 product and tends to never to come back to your site again, you are likely losing money with a 2 percent conversion rate on AdWords.

One of the most important metrics you'll want to set for yourself is how much you are willing to pay for each conversion and then optimize AdWords campaigns with that goal in mind.

How it works...

The cost-per-conversion is often referred to in the PPC world as your CPA.

Cost-per-action (CPA) = Total Cost / Conversions

Note

CPA as cost-per-action usually corresponds to pay-per-lead, while CPA as cost-per-acquisition usually corresponds to pay-per-sale.

There is no such thing as high or low CPA that we can generalize across all advertisers. CPA is relative and different business models will have different CPA thresholds. For example, a lawyer could pay $400 for an AdWords lead but that lead could result in a case that brings the firm millions of dollars, in which scenario a CPA of $400 would be a bargain.

Your returns will vary based on a variety of factors, including your website, how compelling your products and services are, pricing, and special offers to name just a few. Your conversion rates will also vary based on how you stack up in all of these considerations against similar businesses online.

There's more...

I've had clients who said that one of their conversions could pay for a month of their advertising costs due to the nature of their business, and I've had clients who were only willing to pay a few dollars for each conversion, as the average value of each converted user was much lower. How much you should pay for each conversion will be unique to your business model, goals, and objectives.

See also

  • The Analyzing budgets and bids to determine market saturation recipe
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