Google adwords training for JHB and Cape Town (part 1)
- Setup (Video coming soon)
- Text (Video coming soon)
- Image and Image text (Video coming soon)
- Video (Video coming soon)
- Google analytics setup (Video coming soon)
- Conversion tracking (Video coming soon)
PPC based marketing is marketing where you “Pay Per Click” on your ad. The ad is usually text or a creative image. An image is usually referred to as a creative. The two most commonly used platforms for PPC and CPC marketing is Google Adwords and Facebook Advertising.
Here are some key terms you need to know before I suggest possible ways to target traffic.
PPC = Pay Per Click (Every Time your ad is clicked on you pay for those individual clicks)
CPM = Cost Per Mille (This is the cost per one thousand impressions)
Impressions = (An impression is every time your ad loads and is viewable to the prospect)
CPV = Cost Per View (A single view can be used interchangeably with an impression. This is important for Youtube ads.)
CPC = Cost Per Click (This is how much a click cost, if you paying per impression then this number can vary)
View vs unique view = (A unique view is all the views done by one person, a standard views is the total number of views even if done by the same person)
Conversion = (A conversion is when a desired action is completed, ie)email signup, product purchase etc)
Unique conversion = This counts a single conversion per person unlike standard conversion where one person may convert more than once
Budget = Is the total amount of money you willing to spend for a specific period
CTR = Click Through Rate (This is your ads clicks divided the number of impressions x100)
Keywords = These are the words you think your prospect is going to type into search
Search Query = These are the words your prospect actually types into search
Ads Trigger = An ad only triggers when a keyword matches a search query, then it enters google bidding engine and if your bid is successful then the ad will be displayed.
Quality Score = Is a variable used by Google that can influence both the rank and cost per click (CPC) of ads. Quality score takes the following into account. The percentages are a rough guide to importance.
- Keyword & Ad relevancy 20%
- Landing page relevancy/quality 35%
- CTR (click through rate) 35%
- Historic performance 6%
- Other minor factors 4%
What you need to know about Google adwords before we begin.
Google adwords has two main networks for targeting:
- Google Search
- Text advertising
- This appears on the top of Google Search Results
- A person searches for a solution, and you give it to them
Why use search?
The benefit of search is that you get to target people at the pointy end of the sales funnel. This means that they are in the market to browse, shop and buy. They are usually your low hanging fruit.
- Google Display
- Image + “Image text” advertising
- This appears on websites that has Google Adwords enabled
- You need to figure out your ideal customers buying persona, where they hangout, what they like etc.
Why use display?
This is great for getting your product in front of a lot more people. You not limited to the small group of people who want to buy this week but a larger group of people that seem interested. Great for products and services with a low search volume.
Google adwords Account Structure for a business:
The account holder is the person who owns the child account
As a business you only have one account. This is referred to as a child account. You may name this account your business name.
You will have multiple campaigns with your business child account. The reasons to have more than one campaign is the following.
- Geographic location
- Campaign type
If you have a physical location you may want to have targeted campaigns per physical location. This way you can allocate budget accordingly. You can only allocate your budget on the campaign level. JHB might need a bigger budget than Durban for example.
Budget (Paid Search)
As you know by now budget is set on the campaign level. This means you may want multiple campaigns to make sure you do not run out of budget. An industry standard is to have a brand campaign separate from a non-brand campaign. The reason for this is that if someone searches your brand on Google search you want to make sure you got PPC running so that your competition does not steal your traffic and that you can control the conversation a little better than your SEO page. Brand campaigns usually do not cost a lot and usually have a very good ROI. Non-brand campaigns usually eat budget but are key for ppc growth.
You want to go on different networks then you have to create separate campaign based on your network type. If you are targeting search network traffic this would have to be a separate campaign to Google Display network traffic.
Please developing a naming convention when you get into adwords.. If you do not have a good naming convention from the start it will be hard to keep track of everything properly and inefficiencies will creep up. You do not need to use my naming convention but please make sure you have one.
This means campaign naming convention should look like this:
S = search network
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