Google Marketer's Playbook: Optimization Strategies, Part 1


Uploaded by GoogleBusiness on 06.05.2008

Transcript:
>> COUTTS: Welcome everybody to the first session of the Optimization Strategies for
the Google Marketer's--Google Marketer's Playbook. My name is Paul Coutts. I am an account strategist
with Google AdWords. I've been with Google for about three and a half years. Time flies.
It feels like it was just yesterday. But today we're going to cover a couple of different
things. As I said previously this is basically going to be a session that's going to be covering
basic optimization strategies. So, this is going to be covering kind of the--what do
you want to do. You have your account set up. You're just starting out. You want to
know how to really maximize your performance. So, we have another session that's actually
going to be happening tomorrow which is the Optimization Strategies Part 2, which is basically
going to be covering more advanced techniques. So, if you're looking for really advanced
reporting and optimizing based on some of those advanced techniques, I would absolutely
encourage every one of you to check it out tomorrow with my compatriot, Jeff Sterling
who is going to do a great job. So, all right, here we go. So, this is basically the general
outline of what we're going to cover today. So, we're going to talk a little bit about
sort of the basics, what do we mean when we talk about optimization, sort of why do we
want to optimize and what are the benefits from it. Then we'll talk a little bit more
specifically about optimizing your account structure, optimizing your keyword structure
and optimizing for Ad Text strategies. So--oh, one more thing I forgot to mention, just so
we can make sure we get through everything, please hold on your questions 'till the end.
I'm only going to talk for about 40 minutes, so we'll have plenty of time for questions
at the end. So write them down and don't post it. Hang on to them. We'll definitely be able
to cover everything at the end. All right. So, first of all, let's talk about introduction.
So what do we mean when we talk about optimization? What are we talking about when we say, "I
want to optimize my account?" Basically, what we're hoping to really impart to everybody
today is that really introduce kind of the basics of optimization. So what do we mean
by it? We'll talk about some of the advantages. We'll talk about tips and best practices.
And then basically what we're going to break it down into is kind of four main parts. You
know, when you--when you're talking about optimization, there are sort of four main
parts to the strategy. There's the research phase, which is really when you're going to
be sort of analyzing exactly what you want out of the optimization. There's the structure
of your account which, you know, it doesn't get very much attention but structure is very
important in really ensuring success for your advertise--for your--for your accounts. Then
we're going to talk a little bit about keywords and how you can really make the most of those
and then we'll talk a little bit about Ad Text as well. So, first of all, let's take
a step back. What do we mean when we say optimization? So, optimization is a really broad term, but
what it basically means is modifying an AdWords account to really maximize your quality and
then maximize your performance as well. Now, optimization covers a couple different things.
It can involve large-scale reorganization; taking what you have, throwing it right out
the window would completely start it over or it can really come all the way down to
just a few little tweaks; changing keywords here and there, changing your Ad Text. We're
going to talk a little bit about adding and deleting keywords, adding negative keywords,
changing your landing pages, your destination URLs. Pretty much optimization can encompass
anything you're going to do to any part of your account that's really going to help to
improve your ROI and improve your performance. So, why would you want to optimize? What's
really the goal that we have behind it? So, optimization is really going to be--is really
going to be useful for four main purposes. So, really what we're going to focus on is
your goal can either be to brand, it can be to basically improve the overall quality of
your--of your ads, it can be to improve your return on investment or it can really be just
from an organizational standpoint making your account easier to maneuver through, making
it easier to expand. There's a lot of different goals that we people have when they're actually
encountering or thinking about optimizing. And we'll definitely talk about some of the
advantages and some of the--and how some of the tips that we're going to talk about today
will help to--with all of these different purposes. So, there's a couple of things that
you would want to focus on as you're starting out. There's really--when you're--when you're
thinking about optimization, there's a couple--there's four main areas, as I said, that you want
to talk about. So, the first area is really going to be research. So, there's a couple
of different things that we can talk about for here. First of all, some of the things
that you want to keep in mind are really assess your industry. So, basically, when you're
thinking about optimization, you really want to think about where you fit into the larger
scheme of things. Many advertisers that I've seen, you know, they'll come in, they'll basically
throw their ads up there, they don't really think about the grand context of things. When
you're thinking about optimization, do a little bit of the research. You know, do some searches.
Find out who the major players are, especially if this is a new industry you're going into,
a new area that you're trying to set up ads for, you really want to focus and figure out
what makes that area of the industry tick. And even if all you're doing is, you know,
it's an area you've been involved with before but you're really looking to improve a little
bit more, make sure that you're staying current, you know. Check out industry publications.
Check out blogs. Really do research and figure out, as I said, where you fit into the grand
scheme of the industry that you're entering into. So secondly, assess your audience. Think
about who it is that you're really trying to reach out to. There's a lot of people online,
as you all know, and there's more coming online everyday. What you really want to figure out
is who is it among that audience that you're really seeking out. Have you really sat down
and thought about it? You know, what demographics are you looking for? Are you targeting men
or women? Are you targeting a certain educational bracket? Are you targeting a certain level
of household income? Really sit down and analyze what makes the best return for you, you know,
what types of users are you really seeking to find. And I think once you--once you know
that then you can really target your advertising efforts towards that specific group. As I
said, expand your customer base. Know what your customers want. Know who your customers
are. It's really going to allow you to get inside the heads of your customers and really
figure out exactly how you can market most effectively to them. So next, assess your
website. So Google is a great tool for driving traffic. But once Google has driven that traffic,
what are users going to see when they hit your site? You can have the most amazing Clickthrough
rate in the world but once users hit your site if they're clicking away and can't find
exactly what they're looking for, it's not going to be of any use to you and it's going
to be of any use to your business. Really sit down and think about how are users interacting
with your website. How can you maximize that user experience? Is your website visually
appeasing--visually appealing? Is it easy to use? Can users find exactly what they're
looking for? What we suggest is, you know, use a Website Analytics tool. Use the Website
Optimizer tool from Google. There's a lot of different tools out there that they're
going to allow you to evaluate your organization, they're going to let you evaluate your landing
page and really see what's connecting with users and what's going to get you the best
possible return. All right. So finally, and this is really what's going to be most important
and we touched on this earlier, define your goals. When you're sitting down and thinking
about an optimization and thinking about changing your account, think about exactly what you're
looking for out of it. Are you looking for what are your results? How are you going to
prioritize your campaigns? Are you looking for more traffic? Are you looking to improve
your branding? What exactly are your end results and what exactly are you going to calculate
a success because that's really going to allow you to set up a game plan and a roadmap so
that when you make changes to your account you have a specific end goal in mind.
All right. That's four. Okay. All right. So let's get a little bit more specific now.
So let's talk a little bit about account structure. Account structure is one of those things that
I think in my experience a lot of people sort of view it is the forgotten step child. You
know, you focus on keywords, you focus on Ad Text, you're not really thinking about
how your account is actually set up. And really when it comes down to it, having a solid account
structure is really going to be the cornerstone of building successful advertising campaign.
It's really going to be the thing that's going to allow you to let your account hit that
next level. So, let's talk about some dos and don'ts. These are really kind of some
broad themes and we'll definitely unpack this a little bit and talk about them in a little
bit more detail as well. So definitely make sure that your ad groups are--contain a central
theme. Be specific. Suggest descriptive names. You know, the system is automatically going
to assign a campaign, campaign number one. What does that really entail? Make it--make
up a very specific name for that campaign so that when you log in you know exactly what
you're looking at. Create individual ad groups for individual products and services. Don't
be afraid to experiment a little bit. There's nothing that says you have to have the campaign
set up exactly in one specific way. Feel free to experiment. Try out some of the different
features that AdWords has. Really test out to see exactly what's going to be the most
productive in the end. And then finally don't mix keyword themes. And this is definitely
going to be something that you'll hear over and over today. You really want to be as clear
and specific and targeted with your campaigns as you possibly can. So now let's take a quick
step back just so that everybody is on the same page here. So as you all know, there's
a couple of different layers of complexity within the AdWords system. So, the first layer
is going to be the account level and this is really going to be where you're going to
set up your log in information. It's going to be where you set up your billing information.
It's going to be the very high level statistics for your account. Underneath that, you're
going to have the campaign level. And the campaign level is really where you're going
to be able set the large--the large settings for these campaigns. So daily budget; whether
you want your ads to show on the content network or the search network or just on google.com,
whether you want to target a specific language or a specific country. There's a lot of different
settings that you're going to be setting up at the campaign level. And then underneath
that, you're going to be setting up the ad group level. Now, the ad group level is really
where we're going to begin to get specific. The ad group level is basically where we're
going to be setting up Ad Text. We're basically going to be setting up landing pages. We're
going to set some of those large scale results so that once we've driven the traffic we know
exactly where that traffic is going to go. And then lastly, we have the keyword level,
and this is really going to be where you're setting the specific--the specific settings
for those keywords. So that's going to be if you want to set specific matching options
or specific keyword bids, there's a lot of different options at that level. So let's
look at it in a little more graphical manner. So basically, say, this is your sample account.
Underneath that you're going to have your campaigns all broken up into individuals themes.
Underneath that, you're going to have your individual ad groups all broken down, and
we'll definitely talk about this a little bit more as well. And then underneath each
one of those ad groups, you're going to have your keywords. So it's very--it's very much
a hierarchy like this and it's very good to think about your account in a very methodical
manner. So let's look at this in a little bit more real life example. So, say, you are
an advertiser and you're selling shoes. Now, you're sitting down and you're going to create
your first Adwords campaign. You really want to create it so that it's going to be as successful
as it possibly can be. So you sit down and you look at all your different products; you
have baby shoes, casual shoes, sandals, basketball shoes, where do you start? How do you organize
this into a structure that's going to be really productive? Now, some folks--Joe, advertiser
number one, would set it up like this. He's going to set up one campaign, one ad group
and put everything in one ad group. Simple, clean, it's all in one place. Fortunately,
that's not what we recommend. That's not going to be successful. You have all kinds of different
themes intermixing and colliding. What we really want to see is a very specific and
very tightly-themed organization. So next, you could try something like this; one campaign,
different ad groups all targeting an individual theme. Some of you may have even seen accounts
that are going to be set up like this. You know, they're--these are accounts that are
going to be set up, you know, targeted. The ad groups are around an individual theme.
It's definitely more--more precise than the first example but it's still not exactly what
we want to see. What we're actually looking for is something like this. Now, this is what--when
I set up campaigns, this is how we're going to actually set them up. You have individual
campaigns for each area of your account and then individual ad groups for each individual
product. Definitely much more precise. And what it's going to allow you to do is it's
going to allow you to use highly targeted Ad Text. It's going to allow you to increase
your relevancy, and that's something you'll definitely hear me talk about a little bit
more as well. Relevancy is going to be key as you're setting up your account. You want
to have your account as tightly themed as possible. It's going to allow you to better
target your users and it's going to allow you to basically track your performance and
track your overall statistics better as well. Having a tightly themed campaign is going
to allow you quick expansion as well. It's going to allow you to add new products very
easily. You know exactly what it is. Say we're going to allow--we'll step back one step here--say
we're going to allow a new type of tennis shoe. We can go in here. We know exactly where
it's going to be. Under athletic shoes, new type of tennis shoe. We can add it right into
that--into that ad group. We can add that ad group right into the campaign and we're
all set. It's going to allow that easy--that easy expansion. It's going to allow seasonal
promotions as well. The more specific you can be, the easier it's going to be to add
seasonal campaigns. Say you want to add something just for the holidays. If it's a seasonal
campaign, you can run it as long as you want. When you're done, hit pause, campaign's done.
No muss, no fuss. No going in and hunting for keywords and trying to find--trying to
change Ad Text, anything like that. It's all very divided up. It's very easy to pause as
well. It's also going to allow you to really track your high performing keywords and it's
going to allow you to really improve your ROI as well. It's going to allow you to go
in, see those statistics, really see which ad groups are performing and which ad groups
aren't. It will allow you to go in and then filter your keywords, add higher performing
variations of keywords, change bids. It's really going to allow you to have that organizational
functionality to move through your account easily and quickly and make any kind of changes
that you need to. So now let's talk about keyword strategies. So, keyword strategies,
once we've got our account set up and we know the organizational structure that we want
to use for our keyword strategies, then we can talk a little bit more specifically. So
keywords are definitely going to be the heart and soul of your AdWords campaign. Really
selecting the best keywords is going to be really important to obviously reaching out
to your users. So let's talk a little bit about dos and don'ts. These are definitely
going to be things that we found to be very successful. So add singular and plural variations.
Add relevant keyword variations. If you have blue shoes, try new blue shoes. Try relevant
variations that are going to be very close to your existing keywords but are a little
bit different. The system is going to be able to serve those keywords and it's going to
be a whole new set of audience that you're going to be reaching out to there. Add negative
keywords which we're definitely going to talk about in a few minutes. Refine or eliminate
non-performing keywords. You know, in my experience, there's a lot of--there's a lot of advertisers
that like to think that once a keyword is in their account, they don't ever need to
touch it again. Definitely not so. Don't be afraid if a keyword is not performing. If
it doesn't have a strong ROI, delete it. Refine it. Try something different. You know, don't
be afraid to change your account once you have it set up. You know, I like to tell people
that AdWords is definitely an art, not a science. It definitely takes experimentation. It takes
testing. There's not going to be one specific that's going to work perfectly for the entire
life of your AdWords account. It definitely takes experimentation to find what's really
going to perform the best at that given moment. Again, don't add irrelevant terms. Don't add
very general terms. What you really want to do is be able to hone in on your target audience
as much as possible. You really want to be able to get your target audience exactly where
they are. You know, as we talked about earlier, one of the key--one of the key factors when
you're talking about optimization is really determining exactly who you want to target
and then from there you can determine what those keywords are that are really going to
reach that audience as well. So let's take a quick example here. So, as we talked about,
what we really want to try to do is keep your keywords focused around a central theme. So,
determine what the central theme is going to be for that ad group and develop your keyword
list based on that. You know, a great question to keep on mind as you're--as you're developing
your keywords are, "Would a reasonable person searching on this keyword term find my ad
potentially relevant?" When you're adding those keywords, think about those types of
factors. You know, one of--one of the key factors that Google always likes to talk about
is, you know, we focus on the user and everything else will fall into line. The same is very
true with when you're dealing with AdWords marketing. You know, focus on the user. If
you are searching on your search terms and saw your ad, would you find it relevant? Would
you want to click on it? That's really what you want to keep in mind when you're--when
you're developing this keyword list. For example, if we go back to our previous example of shoes.
If we have these different ad groups, we have an ad group for running shoes. We want to
focus all the keywords in that ad group around that central theme; the same for cleats and
the same for sneakers. We really want to focus those keyword themes as tightly as we possibly
can. You know, it doesn't necessarily mean that you have to have only five keywords per
ad group. You can definitely have as many variations as you want but keep them focused
around that central theme. So now, why is it so important to keep things focused like
that? Why is it so important to keep your ad groups and your campaigns as tightly themed
as possible? In a word, quality score. Basically, quality score is one of the factors that goes
into overall keyword performance. So, let me take a step back here. So, there's two
real factors that are going to be involved with keyword performance. One is going to
be your overall Mac CPC, which is basically how much you're willing to bid on that specific
keyword and the other is going to be your quality score. And your quality score has
a couple of different factors that are involved with it. One is going to be Clickthrough rate,
keyword and Ad Text relevance, again, keeping your keywords tightly themed, historical account
performance, landing page quality and then a couple other relevancy factors. Key theme,
if you look around there, is really going to be relevancy. The AdWords system has the
user's best interest in mind. What the AdWords system is looking for is--well, let me--let
me explain this another way. So if you want to think about your AdWords account and think
about how AdWords is viewing your account, think about it as a string with knots in the
rope. The AdWords system is looking for a consistent theme across that string. So it's
looking for does your keyword relate to your Ad Text and then does your keyword and your
Ad Text relate to your landing page. The AdWords system is really looking for that consistency
across the board. And really having that tightly themed campaign and that tightly themed ad
group is going to allow you to follow that string. It's going to allow you to have tightly
themed keywords that are very relevant to the Ad Text and then very relevant to the
landing page as well. So really what you want to consider is are these keywords as tightly
themed to this Ad Text as they possible can be? Now, let's talk a little bit about some
of the other possibilities when you're thinking about optimization. So, one of the key things
that we like to talk about is the different match types that are actually possible within
AdWords. Then--now, many of you, I'm sure, have experienced the broad match keywords
and that's basically going to be the broadest type and that's basically the default keywords.
So let me explain this a little bit. So broad match keywords are going to be keywords that,
as I said, are the default for new keywords added into the system. And these are basically
going to be--the AdWords system takes your keyword that you enter into the system and
it's going to try to use the historical data that Google has gathered over the years and
that the AdWords database has gathered and it's going to match it to very similar keywords;
not just when someone searches for a tennis shoes, but when someone searches for shoes
for tennis, tennis player shoes, things like that. Your ad is going to show. These are
going to be relevant variations that the AdWords system has determined are very closely related
to your original term and could possibly result in a conversion as well. Now, one step up
from that is actually using phrase match keywords. And phrase match keywords are going to be
similar but a little bit more specific than broad match. Now, phrase match keywords are
going to basically take your keyword and put them in a phrase. Basically, if someone is
searching for red tennis shoes, tennis shoes online, the system is going to look at your
broad match keyword or look at your basic keyword and it's going to attach it--and it's
basically going to see the relevancy. It's not exactly your keyword, but it's very similar.
So it's going to be a little bit more specific than the broad match, not quite as specific
as exact match. It's sort of a middle ground which leads me into exact match. An exact
match is precisely that. Exact match is when you're going to enter your keyword and you
say "I don't know want any other traffic other than this very specific term." When someone
searches for tennis shoes, that's all I want my ad to show for. Now, as you can guess,
you know, as you move through the different layers of keywords, we definitely are going
to see less traffic developed. But, typically, most advertisers find that the more specific
the match type you use, the more specific the user is going to be and the more likely
the user is going to be to convert. Obviously, if you have an ad that's focused on tennis
shoes and the only traffic you want is tennis shoes, that's going to be the highest relevancy
possible. You know, it's definitely something to keep in mind as you're optimizing. If you
have some of those keywords--as we talked about earlier, you know, refining your keywords
as you're going along, if you have a keyword and you're finding that you're just not getting
the ROI from the broad match keyword, try it in phrase match, try it in exact match.
You might find that although it's less traffic, you actually can improve your overall conversion
rates and really actually help your overall ROI to be more precisely where you want it
to be. Now, last but not least, we have negative keywords. Now, negative keywords are something
that a lot of people may not be too familiar with, but I'll explain them as much as I can
here. So, negative keywords are--basically, negative keywords are going to be terms that
you add in that are related to your existing keywords but are not your target audience.
So, case in point, say you sell tennis shoes, obviously, but you don't want--obviously,
you don't sell used tennis shoes. So what you're going to want to do is enter in used
as a negative keyword. And what that's going to do is it's going to show your ad for all
of these other--all these other users queries but it's not going to show your ad when someone
searches for used tennis shoes. So what it's really going to allow you to do is hone in
on exactly the target audience that you're looking for. And you can add all sorts of
different terms. Easiest way to find those terms? Go into Google, do a search for tennis
shoes, see what other possible variations are going to come up. See what types of variations
are out there for the terms that you're using. It's an easy way to get some negative keywords
and it's an easy way to really help target your audience a little bit better. All right.
So last but not the least, let's talk a little bit about Ad Text strategies. So Ad Text is
really going to be where you--the opportunity for you to make your mark with your users.
So Ad Text, we'll talk a little bit about dos and don'ts and we'll talk a little bit
about really finding your message, which is what you really want to do to hone in on your
advertisers. So, again, dos and don'ts. Think about catching the user's attention. So, these
are users, many times they're in kind of the early stages of the buying cycle. They're
just kind of scrolling through ads. They don't quite know exactly what they want. Basically,
you want your ad to stand out as much as you possibly can. So, think about catching their
attention. Think about how can you phrase your ad that's going to let you stand out
from your competitors. How can you use language that's really going to reach out to those
users that are in that research, kind of early in the buying cycle? So, another concept to
think about is, you know, really, again, going back to the relevancy factor, have your ads
very tightly themed to your keywords. If you have a user who's doing a search on tennis
shoes and your ad comes up and it just says shoes, whereas the next ad down says, you
know, "Buy tennis shoes." Which ad would you, as a user, rather click on? The more specific
ad. You really want to make sure that you can have your ad be as specific to your target
message as possible because that's really going to help drive those conversions when
it comes down to it. Use emotional messaging. You know, really try to reach out to your
users. You know, your ad does not necessarily just have to be, you know, Polo shoes, Weasel
shoes and that's all you know. You can definitely use a lot of different kinds of messaging
in there. Really to kind of reach out to users and reach them at different parts of the buying
cycle. Again, use your keywords in your ads. It's a little known fact that the AdWords
system actually will highlight terms that are in the user search query that are actually
in your ad. So, say, the user is searching for tennis shoes and I have "Buy tennis shoes"
in my Ad Text, the AdWords system will actually highlight the tennis shoes part of that ad.
Basically, it lets it stand out a little bit more. So, you know, definitely think about
trying to tie your Ad Text as closely as you can to that keyword theme. Test multiple ads.
There's no rule anywhere that says you have to have one ad. We absolutely recommend tests;
test two, test three, test five. Test all kinds of different messages. It's really going
to be the only way that you're going to determine what's really most effectively reaching your
users. It may be surprising. We've--there had been many times when I've tested ads and
run three or four different ads and it's the ad that I didn't think would be most effective
that actually has the highest conversion rate. You know, don't be afraid to test. Don't be
afraid to try different messages to your users. That's really going to be the best way to
find out what's going to be most effective. Again, you know, going into some of the things
to avoid, don't use generic language. Don't use generic landing pages. You know, there's
no rule that says your ads have to land on your homepage. Try having them go straight
to the product page. Try having them go straight to the account information page. There's a
lot of different ways that you can kind of take your audience exactly where you want
them to be without having to just have them land on that--on that landing page. And then
again, don't make your ads like everyone else's. Go take a look and see what everybody else
is doing. Find out a way to make yours different. If your ad stands out, your ad is going to
be more likely to get that click than everybody else's ads are looking exactly the same. So
let's take another look. So, again, going back to our previous example; running shoes,
cleat, sneakers. We can basically try to make the ad as specific as possible. As I said,
you know, discount running shoes, looking for cleats. If this were an actual ad, the
AdWords system would actually be highlighting each one of these phrases. It's really, as
I said, another way to make your ad stand out from your competitors and really it's
a way to make your ad pop a little bit more and attract that user's attention just one
step further. So, additional things to consider. You know, what makes your product stand out?
When you're sitting down thinking about writing these ads, what makes your product different
from anyone else's? What do you have that's unique? You know, think about listing product
examples. Obviously, you want to watch trademark terms and things like that, but if you can
list specific products, definitely do that. You know, call out to the user at every stage.
The easiest way to attract those users and result in a conversion is to give them as
much information right up front as possible. It not only is going to eliminate irrelevant
people--irrelevant--part of your audience that's irrelevant from clicking on your ads,
it's also going to allow users to know exactly what you're offering. Try prices in Ad Text.
You know, test different called the action phrases. And this is definitely something
that, I think, I've seen most advertisers avoid the most. You know, I called the action
phrase basically, just for definition, is basically a phrase that's going to do exactly
that. It's a phrase that's going to prompt the user to do a specific thing. So as we
said here, you know, order now. Reserve your copy today. You definitely can use your Ad
Text to prompt that user to do a very specific action. Test it out, as we said, you know,
having multiple ads in there that are going to allow you to test out these different messages.
Really see what's going to be most effective. And then, again, using Google search, you
know, testing out and really getting a handle on the industry, seeing what's hot. You know,
going back to the very beginning when we were talking about research, you know, doing that
research in the industry and finding out what's hot. Maybe in that industry it's very--it's
a very positive sign to list prices in your Ad Text or a phone number or specific features
of the products that you're offering. You know, really use the--use the natural search
results to sort of guide and tell you exactly what the users are looking for and what's
really going to be most effective. All right. So let's talk about some main takeaways. So,
basically, when you're dealing with these three areas, the main thing to keep in mind
is relevancy, flat out. The AdWords system wants to see, as I've said multiple times,
tightly themed ad groups with tightly themed keyword list and very closely themed Ad Text.
That's really what's going to help your quality score, it's going to help your overall relevancy,
it's going to help your organizational skills and it's really going to help the AdWords
users that are searching and triggering your keywords to actually see the most relevant
ads possible. It's the best way to get that--those performance metrics that you're looking for.
Again, you know, adding negative keywords, things like that. Very important to really
hone in on that exact audience that you want and not waste those clicks on folks that are
not interested in your products and are not going to actually end up converting as well.
And then finally, with Ad Text, you know, settle on a specific message. Decide exactly
who you're trying to reach and how you want to reach them. And orchestrate your Ad Text
to reflect that as well. Again, don't forget to test new ads. Keep everything tightly themed.
And, you know, the best advice I can give you is think like a user. Think--if you were
searching for your product, what keywords would you type in? What Ad Text would be the
most effective to get you to click on it? And then what kind of landing page would you
want to see that would actually result in you buying your product? That's all I have.
All right. So now I think we have definitely some time for questions, so. All right. I'm
seeing hands going up. So you go first. >> How would we structure of ad groups--I
mean, the actual keywords within the ad groups different from the content versus search?
>> COUTTS: So content and search are definitely two different--two different animals. The
content network--so the search network is basically going to be--I'm not sure how many
folks are familiar or delve very deeply into the content network, the content network is
basically going to be placing your ads on content-rich sites within the Google network.
So if you go to some place like CNN.com, ABC.com, places like that, the ads that you're actually
going to see there are going to be Google ads. Now, the search network is definitely
going to be focused on, you know, the specific keywords that you have in there. The content
network is going to focus on the overall theme of it. So basically, what the--what the system
does is it's going to look at the theme of the page that it's trying to place the ads
on. It's going to determine this is a page about blue shoes. Then, it's going to go back
and it's going to look at your ad groups. And if it can see a theme related to blue
shoes in there, it's going to actually show your ad on that page if it's relevant. So
the search network, you know, we definitely try to, with both networks, keep your keyword
themes as tight as possible. You know, even when you're dealing with the content network,
you want to be able to send a clear theme of that ad group to the system so that it
can place your ads as precisely as possible. Now, the actual content of your keywords may
be a little bit different in a sense that the content network is going to look at the
overall theme whereas the search network is going to be triggering your exact keywords.
Make sense? Okay. Other questions? Yes. >> Question about the--you actually talked
about relevancy in your Ad Text. >> COUTTS: Yes.
>> Is it true that part of the algorithm within the Ad Survey Technology would actually account
for relevancy of your Ad Text to the actual keyword search?
>> COUTTS: Yes. >> In other words, I could--I could pay the
top dollar for--I could win the top spot but I may not get top placement because it's not
as relevant, is that right? >> COUTTS: Exactly. Yes. Well, I'll state
the question again just for the--for the camera there. So basically what you're wondering
is--so keyword relevancy can actually trump max CPC when it actually comes down to where
your ad is going to show, is that correct? >> Yeah.
>> COUTTS: Okay. >> Exactly. [INDISTINCT] kind in searches.
>> COUTTS: Exactly. And, you know, that is a very true statement. You know, the AdWords
system, it's--the AdWords system is definitely not a system where you can just buy your way
to the top and throw a $50 a click at your--at your ads and have them show on the top. The
AdWords system is definitely going to be looking at that relevancy. It's going to be looking
at the relevancy between your keywords and your Ad Text and it's going to--I've seen
many instances where there are folks that will pay half for the top spot what the--what
their competitor is paying below them merely from the fact that they have strong performance
and they have very well-written Ad Text that's very tightly related to the ads. You know,
as I've said, it's--you can't underestimate the ability of having these tightly themed
ad groups and these tightly themed ads in the way that it's going to affect your account.
It's going to allow you to get that traffic cheaper and actually get better placement
then you even could get if you were just going to attempt to throw money at it. I saw that
one first. >> On that same relevancy theme, are you saying
that you also are comparing the relevancy of your landing page to the page where the
ad is placed? >> COUTTS: The relevancy of the landing page
to the... >> Where the Google ad is being [INDISTINCT].
>> COUTTS: Yes. Well, basically, what the system is going to be looking at is the AdWords
system wants to see that the landing page is going to be related to the ad and related
to the overall theme of the--of the string as I was talking about. You know, the AdWords
system wants to see that the keyword is related to the ad and that the keyword and the ad
are related to the landing page. It doesn't necessarily mean that you have to have a very
specific page. You don't have to go into your--into your website and create specific pages for
every single--every single ad that you're running, but the more specific the page is
the better the AdWords system is going to view the overall--the overall ad.
>> Yeah. Well, the question there, I think, has to do with, you know, the landing page,
you’d want to call the action often is pretty targeted, but there are some generic issues
around that. >> COUTTS: Yes.
>> I'm wondering why does it help to put those related things on that page.
>> COUTTS: Oh, yes. >> [INDISTINCT] it works. So, in other words,
you‘ve got [INDISTINCT] action and then you got more supporting things and that may
appear more relevant to the engine [INDISTINCT]. >> COUTTS: Yes. Yes. You know, you definitely
are going to want to have the most specific landing page that you possibly can. You know,
if--obviously, if you're calling out in your ad saying we sell--we sell red tennis shoes
and you go to the landing page and the page is talking about just tennis shoes in general,
if you want to add in, you know, things talking about red tennis shoes, if you can target
that so that when the user actually hits the page the products that come up are the red
tennis in your--in your stock. The system is definitely going to look at that even more
favorably because it's basically meeting the exact need that the user is looking for. Yes.
>> Question about disabled keywords. >> COUTTS: Yes.
>> You know, sometimes--I started out, like, three or four years ago when everything was
5 cents. Okay? Then all of a sudden Google started saying "Okay, if you want this keyword
back, you have to pay 10 cents..." >> COUTTS: Yes.
>> "...or 20 cents or 30 cents" or whatever. So, I mean, what is the 20 cents--that's,
you know, orthe 30 cents. What--who determines that? Is that the lowest bid? Is that the
lowest--well, what is that? >> COUTTS: So that--so, basically, the question
was talking about disabled keywords and when you have a minimum bid of 20 or 30 cents and
the--and the system is basically saying you need to bid 20 cents to have this keyword
reactivated. Where is that 20 cents--where is that amount coming from? So, that amount
is really going to be based on the overall perceived quality score of that keyword to
the AdWords system. So the AdWords system, as we talked about, is looking at a lot of
different factors. It's looking at historical performance, it's looking at historical performance
of the keyword both in your account and overall and among everyone that's using that keyword.
It's going to be looking at your landing page. It's going to be looking at your ad. It's
going to be looking at the overall theme of that ad group. And the AdWords system is going
to be saying, "Well, how relevant is this keyword to this ad? And how relevant is this
keyword to the landing page that is eventually going to--that it eventually is going to trigger?"
And basically, the system is generating the closeness. So if the system does not quite
see the relation of the keyword to the ad, it doesn't quite see the direct correlation
between the two, it's basically saying, "Well, you can--you can run on this keyword but since
we don't see that direct relevancy, it's going to be a little bit more expensive because
we perceive it as being a little bit less useful to potential users that are--that are
going to trigger that ad." >> Okay. So, the solution would be to create
a different ad group or different theme or whatever?
>> COUTTS: Yes. Make it as tightly themed as possible.
>> [INDISTINCT] would come down? >> COUTTS: Correct. Yeah. Or even if you were
to try a different Ad Text, you know, make your Ad Text a little bit more refined, make
it a little bit more specific to those keywords that are in that--in that ad group, that also
can reactivate keywords. So, next. >> Can you--can you explain a little bit...
>> COUTTS: Oh, oh. >> Oh, I'm sorry. I thought you're...
>> COUTTS: Oh, no. Sorry, I'll come back. >> Suppose I have the great quality score
for a system ad group and I have a five-cent minimum bid...
>> COUTTS: Yes? >> ...does that mean that I can bid the minimum
and still stay on day one and, you know, at postion three through eight while someone
else are paying 30 to 40 cents who doesn't have a good quality score [INDISTINCT]?
>> COUTTS: Theoretically, yes. I mean, I would advise against going all the way down to the--to
the bare minimum score because that's really going to be kind of the absolute minimum and
you really are going to be evaluated almost purely off of your quality score at that point.
But, yes, it's very likely that, you know, if you're showing in the--in the two position
and you have a great quality score, the guy beneath you could actually be paying twice
what you're paying to actually stay in that same position, to stay in the--in the third
position, so. Yes? All the way in the back there.
>> Okay. My question to you is essentially that [INDISTINCT]. You know, there's a lot
of contextual advertising that's out there. >> COUTTS: Yes.
>> It does also [INDISTINCT] opportunity that exists on keywords.
>> COUTTS: Yes. >> So, for example, if I was logging on the
companies and I was competing at [INDISTINCT] on new music or whatever, how do I compare
on such as Google? I mean, using--you need to be [INDISTINCT] in terms of the ad copy...
>> COUTTS: Yes. >> ...and you need to be [INDISTINCT] in terms
of the landing page. >> COUTTS: Yes.
>> So, [INDISTINCT]? >> COUTTS: So really, you know, what Google
wants to try to do is to have the search results and have the ads that are showing be as relevant
to that search query as possible. And while, you know, there may be branding opportunities
for, you know, if you're a car manufacturer and you're advertising on the keyword iPods
or something like that, you can definitely do that, but it's going--because of that relevancy
factor and because of the fact that the AdWord system is going to look at it and see all
of these general keywords in one ad group, kind of an Ad Text that's not really related
to iPods and then the landing page that’s definitely not related to iPods, it's going
to be very difficult for the system to actually be able to justify showing that ad on the
page. So it is possible, it's just basically going to be much more expensive than if you
were to focus a little bit more specifically on those--on the products that you're actually
advertising. Now, if you were to find a way to incorporate in, if you were to say, be
running a contest with the car company where if you test drive a car you can get an iPod
or something like that. And we're able to work that into your Ad copy. You could definitely
do that, but it's really going to come down to overall relevancy, so. Yes?
>> Can you explain the rule that the AdWord groups actually play in placement? I mean,
what I've heard you say is structurally... >> COUTTS: Yes.
>> ...how you structure your account... >> COUTTS: Yes.
>> ...makes a lot of sense because as I’m managing a campaign...
>> COUTTS: Yes. >> ...I can see specifically the analytics
and how it--how I can look at the analytics specific to a particular ad group.
>> COUTTS: Yes. >> But what I'm hearing is, basically, apply
as many ad groups as possible get a wide a footprint as possible, which fairly costs
a lot of money. >> COUTTS: Yes. Yes.
>> So there's that balance. >> COUTTS: Yeah.
>> I mean, you're saying I create an ad group around a theme.
>> COUTTS: Yes. >> But what does that have to do if it's really
about the Ad Text... >> COUTTS: Yes.
>> ... relevancy to the keywords? What is the Ad group really...
>> COUTTS: So what... >> What will the AdWord play?
>> COUTTS: Well, so what you really want to do--what it really comes down to is, honestly,
you want to have that ad group be able to give you the ability to have a very specific
Ad Text. You know, the ad group itself--when you're dealing with just a Search Network.
Now, it's going to be a completely different ballgame when you're talking about the Content
Network... >> Right.
>> COUTTS: ...because of the way that the AdWord system is going to evaluate it. But
talking purely on search, it really comes down to more of a--more of a management focus
on it. You know, the AdWord system is not a value--it's evaluating each keyword and
how it relates to that Ad Text. So, it's not going to be--so, in a sense, you could have
one ad group or one keyword per ad group and one Ad Text if you really wanted to get very
specific. However, at the same time, it's very unlikely that you could have all the
examples that we were talking about with high heels and boots and, you know, casual shoes
all in the same ad group and actually have an Ad Text that's going to be relevant for
all those keywords. And so that's really what it comes down to, is you want it to be very
specific mostly because you want to be able to have all the similar keywords grouped together
and then you--really what it comes down to is you want to be able to have that Ad Text
that's going to be very specific. >> Okay. So it's really more a management...
>> COUTTS: Yes. >> ...tool for the person managing the campaign...
>> COUTTS: Correct. >> ...not something that's actually exposing
to the [INDISTINCT]. >> COUTTS: Yes.
>> Is that--is that correct? >> COUTTS: Yes.
>> Okay. >> COUTTS: Yeah. Okay. Okay. Questions?
>> I'm assuming you have this session posted on YouTube.
>> COUTTS: I'm not sure, actually. Probably fairly soon. I haven't seen any of the folks
back there. I would probably say it should be posted. I would assume within the next
couple of days. But we can--I can double check on that, too.
>> We search by the title of the event or... >> COUTTS: Yes. Yes. I would search on the--yes,
the title of the--the title of the presentation should be the trigger for it. There's a question
right behind you there. >> [INDISTINCT] see what quality score show
up... >> COUTTS: Yes.
>> ...I heard somebody say there's actually two quality scores. I forget. It was like
one for your ad and one for your land page. I've never been able to [INDISTINCT]. Is that
true? >> COUTTS: So there's a couple of different--well,
it's not entirely two entirely separate quality scores. There are varying degrees of quality
score based on your account. So, there's definitely going to be--the largest quality score is
going to be, basically, the keyword--the quality score that's assigned to the individual keyword.
So there's a quality score that obviously is the keyword and, as we talked about, the
performance of that keyword, how it relates to the Ad Text, things like that. Then the
system is also going to look at the overall aggregate of those keywords when it's looking
at your overall account. So obviously, when you're starting out with a brand new account,
it has no history whatsoever, no ad groups. You're starting brand new campaigns. The system
is going to be evaluating that based--as if you had no previous performance. Whereas if
you were to take, say, that same campaign and actually put it into a pre-existing account,
even if it's, you know, newer keywords and things like that, the system is going to look
a little bit more favorably on that--on those ad groups and on those campaigns, mostly because
of that past historical performance of the other campaigns. Does that make sense?
>> Yes, but there's only one place I can see [INDISTINCT] report?
>> COUTTS: Yes. >> So there's not another place I'm missing
where... >> COUTTS: No.
>> ...I could see a second quality score? >> COUTTS: No.
>> Okay. Thank you. >> COUTTS: No. Right. Where are they--right
there. >> Yes, okay. During match type [INDISTINCT]
or a... >> COUTTS: Yes.
>> ...long tailed keywords [INDISTINCT], is it necessary to bid on all three match types
or how would you recommend maybe for shorter, more [INDISTINCT] words it was good on every
match? >> COUTTS: Yes. Okay. The question was basically
for long tailed keywords, should you bid on both broad phrase and exact match for your
keywords or should you only bid on one? I would honestly say when you're talking about
long tailed keywords and you're talking about four or five, six word strings, I would really
go with broad match for most of those. You know, when you're dealing with those specific
terms, chances are there's not tons of traffic surrounding those terms and so you really
want to be able to maximize the potential for those terms to actually get as much traffic
as possible. So, you know, it's definitely something where you're going to want to monitor
your ROI as with any keyword that you're going to add to your account. You want to make sure
that you are obviously making the return that you want to. But I typically would definitely
recommend to go with broad match on these terms. Yes?
>> You mentioned about [INDISTINCT] tool of... >> COUTTS: Yes.
>> You recommend that we include the keyword based on the Ad Text.
>> COUTTS: Yes. >> How about the kind of dynamic keyword insertion?
For example, you have to show and [INDISTINCT]... >> COUTTS: Yes.
>> [INDISTINCT] >> COUTTS: Yes. Okay. So let me--let me give
a little bit of background. So, what she's talking about is dynamic keyword insertion
which is actually a--it's a--it's a small feature that you can use with Ad Text. And
if you're more interested, you can actually search on the AdWords help center and it will
give you kind of more of a description of how to do it. But it's basically a string
of a--it's a small code that you can actually place into your ad when you're creating it
that will allow the system to automatically insert whatever keyword is triggered into
your ad. So if--even if you have an ad that says Polo shoes, if someone searched on tennis
shoes, it would automatically insert that into your Ad Text. So, I think you were wondering
if--would the system automatically bold those keywords, is that what you’re wondering?
>> [INDISTINCT] this would help the relevancy to the...
>> COUTTS: Yes. >> ...how you recommend it like...
>> COUTTS: Yes. >> ...[INDISTINCT] that you [INDISTINCT]key
words. >> COUTTS: Yeah. You know, it's going to help.
However, the system is definitely going to be aware of the fact that it's using keyword
insertion to insert that keyword. So, in a sense, the system is going to sort of equalize
the playing field so that if someone had keyword insertion on every single one of their ads,
even if their competitor had a static Ad Text, it's going to even out that playing field
so that someone who has keyword insertion doesn't automatically trump everyone else
in that game as well--everyone else in that auction. So, okay. Yes?
>> You mentioned quality scores in [INDISTINCT]? >> COUTTS: Yes.
>> What does history mean to a little, what period of time? Would it give a little bit
of history if there is a problem [INDISTINCT] period?
>> COUTTS: Basically, I mean, the system--it's going to look at from the time the account
was created up until the present day. Now if you had, say, a poor account performance
to start with and then reorganized and have had very positive account performance since
then, the system is going to take that into account. The system is going to know that
you, you know, the last six months you've had much higher Clickthrough rates and much
higher performance overall. But it is going to, when it looks at historical performance;
it's going to look at the entire account from when it started out. Yes?
>> Just for the content traffic… >> COUTTS: Yes.
>> Is there any way that we can find if none of the [INDISTINCT]?
>> COUTTS: So content--so the question was, for content traffic, is there a way to find
out keywords that aren't performing as well? So, again, content traffic is going to be
based--it's not really based on exact keywords within--you know, basically impressions aren't
related directly to specific keywords. So the system is going to look at the overall
theme of the ad groups that are--of the keywords that you have in that ad group. So, for instance,
if we looked at the example again, if we had blue shoes, buy blue shoes, things like that,
you know, buy blue running shoes, things like that that are all going to be in one ad group,
the system is going to look at all of those keywords. It's going to use that to help it
sort of triangulate exactly what the theme of the ad group is about and it'll basically
come to the conclusion, "Okay, this is about blue shoes." And then it's going to use that
to place the ad on a webpage about blue shoes. So, there is--so basically there are some
tracking tools and this is also something that will--that will be covered tomorrow.
So if you want to know more information about tracking and running reports, I definitely
say to, again, sit on the session tomorrow. We'll talk more about this. But there are
reports that you can run that will actually show you the sites that your content ads are
showing on. Now, there isn't a way in the system to exactly say, well, this one keyword
is holding you back because it's not basing those impressions off of that one specific
keyword. It's looking at the overall content of the ad group. So, I'd really say, you know,
run that placement performance report that's going to show you where your ads are showing
and then look at your--look at your ad group and really take a look at your keyword list
and say, "Okay. So these are the keywords and these are the sites that they're showing
on. Is there something amiss here?" Then take another look at your keywords, you know. Is
there a keyword that, say, is slightly related but could end up talking about something else?
You know, and maybe that one keyword is causing you to show up on sites you don't really want
to show up on. And then again, you know, just to piggyback off of with that, you know, the
placement performance report is a great way to also develop negative keywords again which
are effective on the Content Network as well. You know, if you're seeing sites that you
don't want to show on, you can actually both exclude those sites and you can add negative
keywords that will hopefully prevent you from showing on the sites as well. Yes?
>> A comment on keyword bidding versus Content Network bidding which is...
>> COUTTS: Yes. >> ...my Content Network cause...
>> COUTTS: Yes. >> It doesn't seem like I got a lot of traffic
that wasn’t very good [INDISTINCT]. >> COUTTS: Okay. Okay.
>> How is that... >> COUTTS: So, you know, I think the Content
Network is a very different animal than the Search Network. You know, it's something that
has been around for a while and I think a lot of folks have tried it. And in the past,
you know, a couple of years ago may not have seen great performance. We've done a lot of--we've
done a lot of things over the last year and a half or so to kind of improve that performance
and sort of help the targeting. You know, I think the easiest way, again, is to explain
it is that the Content Network is definitely an art, not a science. It's something that
takes a little bit of testing. You know, there's--there--the thing that's great about the Content Network
is that there's a lot of possibilities with it beyond what you can do with the Search
Network. So the Search Network, you basically have keywords, Text Ads, that's it. Content
Network, you can basically have not only Text Ads, you can have image ads, you can have
video ads, you can have what are called gadget ads which are actually interactive ads for
the Content Network. There's a lot more possibilities and there's actually a lot of possibilities
in regards to just different types of campaigns as well. We can actually do demographically
targeted campaigns. We can do site targeted campaigns which is you basically go in and
say, "I want to show on these four sites" and those are the only sites that your ads
will show on. So, I definitely say, you know, if you're finding that you're not seeing the
performance you want from just a basic Content Network campaign, look into some of the other
options. There's definitely a lot of over ways that you can sort of utilize that space
and really kind of take advantage of that traffic that's out there. So, all right. Any
more questions? Yes? >> So, my question is on...
>> COUTTS: Yes. >> [INDISTINCT]
>> COUTTS: Yes. >> [INDISTINCT] official policy on that because
I know a lot of people really like to [INDISTINCT]... >> COUTTS: Yes.
>> ...[INDISTINCT] any guidelines in terms of [INDISTINCT]?
>> COUTTS: Well, so here's the thing. So, typically, most misspellings are actually
going to be covered if you have your keywords in broad match. The system is going to take
into account someone searching and putting a V instead of a U and--with the search string.
The system is going to take that into account typically and it's going to show your ad anyway.
Some folks like to bid very specifically on misspellings if they find that they actually
get some conversations from misspellings mostly because they figure if they're bidding specifically
for that term they have a higher chance of showing higher on the search results for that
misspelling then they would if the system is just expanding to it through the broad
match term. But, I mean, there isn't really an official stance on it. It's something that
some people try. It's something that, you know, you might want to try if you really
are looking for new areas of growth but it's something that typically is going to be covered
through the broad matching functionality of the tool. Yes?
>> I’ve never put up a video ad but... >> COUTTS: Yes.
>> ...I'm thinking about it. >> COUTTS: Okay, great.
>> How long can your video be and what format? >> COUTTS: So, I believe--yes, it can be Flash,
it can be MPEG, it can be MP3, it can be pretty much all the standard--the standard processes.
As far as length, I believe the total is--I think it's about 30 seconds is the--is the
maximum that you can run. I'm not entirely sure. I'd probably say you check out the help
center. I'm sure it has it on there but--yes. >> And we have the whole video sessions tomorrow.
>> COUTTS: Oh, yes. That's a very good point. Yes. So come back tomorrow and you can find
all about Video Ads. >> [INDISTINCT]
>> COUTTS: Yes? >> [INDISTINCT]...
>> Thursday, sorry. >> COUTTS: Oh.
>> Sorry [INDISTINCT] good navigation [INDISTINCT]. >> COUTTS: That's all going to be tied into
it. You know, landing page quality is kind of a new development with Google, but it's
really--what we're looking for is, is there relevant content on that page? So it's--additionally,
you know--so landing page content is going to affect the keyword and the--and the Ad
Text quality. Keyword and Ad Text quality don't necessarily affect landing page quality.
Landing page quality is kind of a whole another set of factors there. But landing page quality
is really going to be based off of the things that you mentioned; so, navigation and, you
know, functionality and things like that. Really, the bottom line what Google is looking
for is we want to see a landing page that actually has some value. Nobody wants to--no
one wants to click on an ad and go to a landing page that, you know, has just spam on it or,
you know, nothing that's really going to be bringing benefit to the user. So, really,
as you're putting together your landing pages, don't think specifically what does Google
want to see, think about "If I were a user and I was landing on this page, would I find
in this page is actually relevant? Would I find in this page helpful or would I just
immediately navigate away?" And that's also something that using tools like Google Analytics
and Google Website Optimizer can really come in handy. And if you want to hang around the
next session after this is actually talking all about that and really being able to use
those tools to figure out what's working on my site, what isn't working on my site and
how can I change those things that aren't working so that it can really maximize to
my investment. Yes? >> [INDISTINCT] internet tools.
>> COUTTS: Yes. >> So, is this [INDISTINCT] someone in that
Ad group by looking at [INDISTINCT]? For example I...
>> COUTTS: Yes. >> ...I lost entry words...
>> COUTTS: Yes. >> And, you know, the next slide I see [INDISTINCT]...
>> COUTTS: Yeah. >> [INDISTINCT] and should I get rid of [INDISTINCT]?
>> COUTTS: Yeah. You know, I'd say--I'd say that's going to be a situation were you're
going to sort of want to evaluate how much worth are those keywords do. You know, obviously,
the AdWord system is looking at those keywords and not seeing the relevancy between those
and the Ad Text. So, at that point, you can basically do one of two things. You can take
those keywords and--well, actually one of three things. First, you can bid the minimum
amount that AdWords is asking for those keywords in that ad group which would definitely be
the last choice that I would say to do. But from there, you can either take those keywords
and break them out into a new ad group and actually put them with an even more targeted
Ad Text that's really going to be very tightly-themed to those keywords or if there are keywords
that you find are just, you know, extraneous keywords, you're not too interested in them,
you can also just delete those keywords from there as well, which is really going to allow
you to maximize those keywords that are still in the Ad group. So, I think that is just
about it, so. All right. Well, thank you all for coming today and thank you.