#LearnWithGoogle (Inside Adwords): Amazing Day at Google
#LearnWithGoogle (Inside Adwords): Amazing Day at Google
2nd March 2016: Had a great time attending Google Webinar on adwords. It was a day long event where Google Team was helping us out in knowing each & every minute details on adwords along with 1:1 account specific consultant which is really going to help. 8.00 AM – 9.30 AM
(Registration & Breakfast): Got a warm welcome from Google Team members, they were really nice & make us so comfortable. Wonderful Cafetaria which was obvious because it’s Google.
9.30 AM – 11.15 AM (Event Kickoff & first session)
Learn how to maximise conversions with Adwords Search
It was a great session on learning new things & understanding the aspects of optimization.
Adwords:
Ad Copy Insights:
Flexible Bid Strategies:
11.15 AM – 1PM (Tea Break/1:1 Consultation/Lunch Break)
1 PM – 2.30 PM(Second Session)
Adwords:
- Branded Keyword Campaign– We needs to step up on branded campaigns by adding all variations of branded keywords even though we already ranks well for all in organic searches. Reason being that there are cases where competitors bid on our keywords & steal our customers.
- Always create campaigns with “All Features”
Ad Copy Insights:
- Highlight USPs (eg. 1000 + unique designs/return policy)
- Always use Brand Name in Ad Copies
- Title Case Capitalization which increases 62% CTR
- Description Line 1 & 2 should always be separated by full stop.
- Keyword should be present in the headline/description line1/Display URL
- Use extensions
- Use Structured Snippet
- Use Pre-Defined Template
- Use Review Extension
- Sitelinks – Using of sitelinks can Increase 20-30% CTR
- Location – Using location specific extensions can increase 10% CTR
- We need to also run Dynamic Search Ads (So it will create an ad copy based on user search query) – Improved CTR & Conversions (Most efficient for large websites)
Flexible Bid Strategies:
- Use flexible bid strategies to appear on first page or outrank your competitors
- Reporting: This can be really really beneficial for optimizing the campaigns
- Watchout the campaigns for Months/DOW/Vacational Time/Hours & implement the changes accordingly.
11.15 AM – 1PM (Tea Break/1:1 Consultation/Lunch Break)
1 PM – 2.30 PM(Second Session)
Google Display Network
Google Display Network has been doing really well. It’s just that people are thinking it as conversion point which might not be taken into account. The study shows that GDN helps a lot in assisted conversions which means they have seen our ad at some point & have visited us either in direct/organic way.
Sometimes they saw Displays on Mobiles & converted to desktop.
Google’s Case Study: They have similar kind of issues with one of their client who was insisting on conversions from GDN & Google’s team said to stop GDN for a month which turned out drop in orders by 38% which shows the effectiveness of GDN.
GDN Types –
Dynamic Search Ads (with Remarketing) – Most effective here. Show products again & again who has shown interest earlier. Use Display Planner tool to get insights of specific websites in terms of impressions/CTRs.
Gmail: We can run ads on gmail if we have the customer data. The ad will show up when they are signed in
Lightbox Ads – This is a new feature introduced by google. This helps in more engagement (not conversion savvy).
Select Affinities/In Market Segments from Organic Data to have it implemented here.
2.30 PM – 3.45 PM (1:1 Consultation/Tea Break)3.45 PM – 4.45 PM (Third Session)
Sometimes they saw Displays on Mobiles & converted to desktop.
Google’s Case Study: They have similar kind of issues with one of their client who was insisting on conversions from GDN & Google’s team said to stop GDN for a month which turned out drop in orders by 38% which shows the effectiveness of GDN.
GDN Types –
- Kw contextual targeting – Ad appears on the basis of user search queries
- Topic Targeting – Ad appears on sites having kws in their content
- Placement Targeting – Ad appears on specific sites (eg. Ndtv.com)
Dynamic Search Ads (with Remarketing) – Most effective here. Show products again & again who has shown interest earlier. Use Display Planner tool to get insights of specific websites in terms of impressions/CTRs.
Gmail: We can run ads on gmail if we have the customer data. The ad will show up when they are signed in
Lightbox Ads – This is a new feature introduced by google. This helps in more engagement (not conversion savvy).
Select Affinities/In Market Segments from Organic Data to have it implemented here.
2.30 PM – 3.45 PM (1:1 Consultation/Tea Break)3.45 PM – 4.45 PM (Third Session)
Youtube, Remarketing & Google Analytics
Youtube: A huge opportunity to create brand awareness & engage customers. Youtube is the second largest search engines. Create Story Telling/Touching/Emotional Videos which can go viral & increase your brand awareness significantly (Eg. Dabur Video – Cancer Bald Lady)
Ad Types:
Ad Types:
- Instream: You didn’t get paid if use has not watched your ad & skip
- Mastheads: Banner at the top of the home page
- Overlay Ads: Under video we used to have text ads coming
- Banner – Rich Media – Square at the right top
- Remarketing: We need to create new Remarketing Lists on the basis of Data Analysis.
- Create remarketing list on the basis of demographic (Age/Gender/Technology/Behaviour)
- Activate Dynamic Remarketing to bring back the users
Google Analytics:
Daily Checks
4.45 PM – 5 PM (Event Closing)
- Benchmark (Look at the industry level data & see where you stands)
- Website Speed – 6-8 Sec. Recommended in India 3 or below abroad
- Conversions – Sudden Drop or Increase
- Purchase Activity – Where they are dropping off
- Source/Medium
4.45 PM – 5 PM (Event Closing)