Google Webmaster Tools

1. Google Webmaster Tools

2. The Tools • Google Adwords • Google Analytics • Google Website Optimizer

3. Basic Terminology • Cost-Per-Mille (CPM)(thousand impressions) mille is Latin for 1000Cost for every 1,000 times the ad is shownUseful for Brand recognition, gaining visibility • Cost-Per-Click (CPC)Cost each time your ad is clickedDirect response

4. Benefits of Google AdWords • Increase reach • Show relevant ads to target audience • Measure your return on investment • Google captures 80% of search traffic – globally • Can target users based on demographics – location, age, language and show ads based on interests

5. Supported Ad Types • Text ads (most common) • Headline • 2 description lines • Display and destination URL • Levels playing field • Image ads • Images, common banner ads • Found as you browse general web content • Increase visibility and brand awareness • Video ads • Video or video clips, youtube

6. More Ad Types • Rich Media Ads • Include text and video, sometimes Flash • Clickable, informative, interactive ads • Engaging • Mobile Ads • Specifically for mobile devices

7. More Google Terms • Keywords • Terms or phrases people type in to search engines • What will trigger your Google ad to appear when someone searches • Placements • You can specify other specific websites where you want your ads to appear.

8. More Google Terms • Campaign • Can have multiple campaigns • Can have different campaigns for different offerings • Ad Groups • Each campaign consists of one or more ad groups • Ad group are groups of keywords or placements • Impression • Occurs when an ad is displayed

9. Even More Terms • Clickthrough Rate (CTR) • Used to measure ad performance • Total # of clicks/# of times ad displayed

10. Auctions • AdWords works like an auction • Advertisers bid different amounts on different keywords • Bid • The amount of money willing to pay for a click on your ad in the CPC model • Or amount of money willing to pay for 1,000 impressions on a CPM model

11. Playing the Game • Maximum Cost Per Click • Most you are willing to pay per click on your ad • Cost Per Thousand Impressions • Most you are willing to pay per 1000 impressions • Quality Score • Foundation for measuring quality of campaign • Google rewards you with lower prices and better placements the better your quality score • factors include: click-through-rate, relevance, historical account performance • your ad can appear higher than your competitor and pay less than they do • https://adwords.google.com/support/aw/bin/answer.py?hl=en&answer=140351

12. Average Position • Average of where your ad appears

13. Ad Rank • Ad position is determined by Ad Rank • Calculated by max CPC * Quality Score • Ad with highest ad rank will be in the first position

14. First Page Bid Estimates • Estimated bid you'll have to pay to have your ad show up on the first page of search results

15. Conversion • Getting users to do what you want: • Buy/donate • Login to account • Get directions • Download a file • Sign up for more info • Join mailing list • Call

16. Advertiser Requirements • Editorial and Format • Style and content • Content • Link

17. Editorial and Format • Any specials or discounts must be found within 1-2 clicks of the landing page. • Ensure what is advertised is available. headline: 25 description lines: 35 display URL: 35

18. Content • Guidelines for what you can and cannot advertise. • All ads are reviewed. • Nothing illegal • No gambling, cigarettes, alcohol • No violation of Google's values or policies • Nothing that might contribute to a negative user experience

19. Link Policies • Rules about the ad urls and website user is taken to. • Have to use the same domain in display and actual url (destination url)myrocks.com >> mytrees.com • Landing page should not have pop-up or other annoying features

20. Ad Approval • Once an ad is approved they are placed into categories and assigned an ad status. • Categories: • family safe • non-family safe • adult

21. Ad Status • disapproved • under review • eligible (waiting for full clearance/ok for Google.com but not other sites yet) • approved • approved non-family • approved adult

22. Where Ads Show Up Google Network • Google Search Network(only text ads) • Google Product Search • AOL • Earthlink • Virgin Media • Amazon.com • Google Maps • Google Product Search • Google Display Network • About.com • New York Times • HGTV • AdSense • You Tube • Gmail • Over 1 million partners

23. Understanding the Structure http://www.youtube.com/watch?v=Q_AFC9sBqhQ

24. Starting an Account • www.adwords.com • Get a Google account, or use your existing Google login

25. Account Setup

29. Keywords • Speak the language of your customer • pre-owned vehicles (3600 searches) vsused cars (4,000,000 searches) • low fares (6,000 searches) vscheap flights (1,500,000 searches

30. Keyword Match Types • Broad Match • no quotes in search • contains similar words • add + in front of keywords to specify exact wording. Ex. +athletic shoe • discount athletic shoe • athletic kids shoe • athletic shoe store • sport tennis shoe • athletes foot

31. Keyword Match Types • Phrase Match • More restrictive • Put keyword in quotes • "athletic shoe" • discount athletic shoes • athletic shoe store • athletic kids shoe • athletic running shoe

32. Keyword Match Types • Exact Match • Place keywords in square brackets [] • [athletic shoe] • athletic shoe not athletic shoes

33. Negative Match • Filter out irrelevant traffic • Where we don't want ad showing • Using a – before keyword

34. Dynamic Keyword Insertion • DKI{Keyword: Big Rocks} In Stock • Will substitute {} with the search words used if there is enough space

35. Ad Tracking • AdWords reports • Integrate Google Analytics with AdWords

36. Resources • http://adwords.blogspot.com