Fundamentals / General

Question 1

What is Google Adwords ? ( 3 main parts )

Answer 1

An ON-LINE TOOL - that enables you to create online advertisements and display them on Google, on the search pages, and also across a huge network of partner websites.

You only pay when someone clicks your ad, and you can control how much you spend on each click, your daily budget and where your ads appear. ( 4 points here )

AdWords accounts also include graphs and performance data so that you can track what’s working and edit your ads accordingly.

( Adverts | Cost control | Performance data - A.C.P.)

Vis. standing above the tap looking at: 1. advert platform for online (human hoarding walking on a stage/ platform) - 2. control comes from ability to control budget (just joystick on wad of cash) 3. finetune the ads using performance stats - Human score card holder displaying a number)

Question 2

What’s so great about Adwords adverts compared to say, cold calling?

Answer 2

Advertising with AdWords allows you to reach new customers at the precise moment when they are searching for your type of products and services.

[ “At the precise moment” I guess because they are looking/searching for my product exactly then. So much better than cold calling someone and interrupting their day. ]

1 - the prospects pre-qualify themselves (by looking for your stuff (by way of keyword)

2 - and they see your stuff at the time that’s right for them (as opposed to cold calling)

3 - the process is automated - so you can easily scale up

Viz. Add pillars of success to TCP rep. Then associate stage next door, first with room of cold callers. Crew push stage of-stage, replacing with client searching with her Lang, Hour glass, her timing, Robert robot automate, and climbs ladder, scales.. all vs cold calling

Question 3

What’s the difference between ‘clicks’ and ‘impressions’ ?

Answer 3

An impression is each occassion when your ad is displayed in someone’s browser.

A click is every time someone clicks on your ad and go to your landing page.

Question 4

What does ‘CPC’ stand for ? How does it impact budget setting for an ad-campaign?

Answer 4

’ Cost per Click ‘.

You need to decide how much you are WILLING to pay each time someone clicks on your ad. Other people will be bidding for the same keywords associated with your ad.

And how many visitors u want.

Question 5

Your expanded text ad will include 3 headlines, two lines of descriptive text, and two URLs, which are what?

Answer 5

A Display URL that shows your website address and,

a Destination URL that determines which page (landing page) of your website a user will see after clicking your ad

Question 6

What 2 things are most important for a successful AdWord campaign?

Answer 6

1. The targeting of your ad
2. The content

are perhaps the most important things to get right when trying to reach potential customers.

Who are you targeting… precisely? What language/ KWs do they use to search for your service?

Ads that are clear, specific and compelling are more likely to convince people to click them.
(vis: clear sky [clear clouds using a board rubber), specific (pacific) blue ocean, compelling bells ringing on ship on the ocean.)

Question 7

What are the 4 content elements of an Ad ?

Answer 7

1. Headline
2. Body Text
3. Display URL
4. Destination URL (Landing page)

Question 8

Once you’ve targeted your ad to your ideal audience, the position of your ad on the page will depend on its ……. ……… .

Answer 8

Ad Rank

The ad with the highest Ad Rank appears in the first position and so on down the page.

Question 9

Ad Rank on search result pages is based on what 2 things?

Answer 9

1. Your keyword’s Quality Score and;

2. Cost-per-click (CPC) bid

Question 10

Quality Score is a measure of how relevant your ad, …………. or …………………. is.

Answer 10

landing page, web site.

Quality score is measured by lots of things, leading with: keyword relevancy, across ads, landing page and website.

Quality Scores help ensure that only the most relevant ads appear to users on Google and the Google Network.

Question 11

What does CTR stand for and what is it / how do you calculate it ?

Answer 11

Click through rate.

What percentage of people who view an online ad actually click through to the website.

No. of clicks to website / No. of impressions.

Question 12

A Quality Score is assigned to each of your ads and keywords. It’s calculated using a variety of factors such as these ( 4 key points ).

Answer 12

1. the RELEVANCE of the keyword to the ads in its ad group [ this is why Rich uses 1 KW per ad group. Optimum relevancy!
2. the quality/ RELEVANCE of your landing page, the page of your website that your ad links to;
3. the historical click-through rate (CTR) of the particular keyword and thus expected CTR - this reflects how well your keyword has performed in the past, based on your ad’s position
4. the historical CTR of all the ads and keywords in your ACCOUNT;
5. other relevance factors

Rich Bruns placed a lot of emphasis on these. Delete poor performing ads, ie. That have very low CTR over time.

R.LP.C2

The is probably in order of priority. The relevance of the copy/ resonance of message is going to be primary. Put customer’s language via KWs they would use in the ad copy best place to start. FU with the same relevance AND other quality factors on the LP, then you’ll have a good CTR for ad and also on the LP.

Question 13

What happens to an ad if you ‘edit’ it?

What effectively are you doing?

Answer 13

Its stats are reset to zero.

You are effectively deleted the ad and creating a new one.

Question 14

It’s important to realise that QS is shown at the keyword level but is really a calculation of the keyword and ***

Answer 14

ad(s)

If there a multiple ads, then the average score of the ads is taken and added to the keyword part of the QS.

Question 15

Why is it unwise to have more than 2 active ads in an adgroup (mobile versions aside)?

Answer 15

Because QS is taken partly from the actual keyword and partially from the ads. An average of the ads is taken and added to the keyword part of the QS.

If you have more than two ad serving the same keyword, the QS relating to the ads will become increasingly diluted.

I think perhaps also if you have competing ads running too long, perhaps this inhibits QS. Keep on top of your a/b testing and replace of pause/delete losing ads by a certain deadline (i need to check out the ad rotation and other setting in campaign settings).

Question 16

QS is calculated only on ** ads; pausing or deleting an ad will affect the QS positively or negatively depending on the quality of the ad. Deleting a poorer quality ad will increase your adgroup and account’s QS.

Answer 16

active i.e. not paused or deleted

Deleting a poorer quality ad (lower CTR) won’t delete the historical performance (stats) of the ad, they are now part of the current nature of the adgroup and account. HOWEVER you have removed the continued poor performance of the add so the account can improve moving forward with the continuation of the better still active ads.

Question 17

What are the 3 most important success factors for adwords? The triumvir of success. ( I believe )

Answer 17

T.C.P. (pouring out of tap)
(vis. $ pouring out… flooding the feet of the archer who has just shot and arrow into the bullseye of the target)

1. Target the correct people - you only want your ad to be triggered and shown to the most relevant people.
2. Content/message/ad - how COMPELLING is it for users to click on? resonance of your message?
   >compelling >CTR
3. Position of ad on page - ‘Ad position’ - your positioning = visibility
   Could include scheduling. 24/7 can be best

–
Viz: using a long-bow, targeting an audience, firing an arrow with MESSAGE attached.

Add 3 classical pillars to viz making it a place.

Note these are success factors for getting clicks to the website. After that is question of i) whether you have target the relevant people on your ads for your website, i.e. relevancy of your site ii) other website success factors including content, useability.

Question 18

** *** describes where your ad is shown on the page amongst all the ads shown.

Answer 18

ad position

Question 19

What is ‘ad rank’?

Answer 19

Simply your ad rank score determines where you ad appears on the search results page (i.e. Ad position).

Ad rank is derived from:

1) your bid
2) your QS (consisting of multiple components)

Question 20

What 4 key components make up QS?

Answer 20

1. historical CTR of ad/keyword and expected CTR
2. historical CTR of account

3, ad relevance, and relevance of keyword to adgroup

4. landing page experience

PLUS

extensions in use ( and thus expected higher CTR due to these being in place ) - this is not part of QS but in way is part of QS, but it only comes into play when competing with the prime page ad positions.

Visualisation: connect from visualisation for 3 successful pillars for Gads, so from ad position w/ saluting soldier to a higher ranking officer. Ad position based on ad rank which comes from bid and QS. instead of quality score, we go to the ‘quality store’ (two ronnies ‘fork handles’ scene. Across the counter Ronnie Barker brings out…mouse connected to some Scrabble letters, account using mouse in till (“do you have an account?” ), then shows ad hoarding - is it relevant? then Ronnie jumps on to a big A3 page on the floor.

Question 21

To my shock I went in to the ‘ad preview and diagnosis tool’ and ‘bandeoke’ was not showing any results for my ads? What was the problem?

Answer 21

To the left of the tool is a menu.

I had the location set here in the tool as the whole country!

Problem is my bandeoke campaign is not set for the whole country, only specific regions.

So i change the location to London only, i.e. one of the areas within my specified geography in the country, presto, no problem, there is my ad at the top of the page.

Question 22

How do you target the right people in adwords?

Answer 22

Firstly, you must establish the LANGUAGE that customers use to find your product.
i.e. what keywords users are going to type into google to find your product. How do you do that?

Use the KWs to trigger your ads that are most likely to be relevant to the user i.e. your product is pertinent to what they are looking for.

How to find the lang/ KWs?

1. Scan Competitor sites for keywords
2. do customer Surveys
3. draw on past Client Communications (emails, co db).

[ CSC: - Competitor site, customer Surveys & Comms)

4. use keyword research tools: Google etc.
5. Use broad match terms for your adgroups initially to discover what users put into google then,
   i. use the most relevant terms to trigger your ads
   ii. add irrelevant terms to your negatives list

–

Viz.
Race track, large tongue banners Rolling Stones style.
Interviewing close colleagues, and LANGUAGE they have picked up from CLIENT COMMS.
Research COMP sites. Checking over each athlete on the track starting blocks.
Interviewing/surveying audience in arena

4. Kw tool - telescope for night sky, stars are KWs, there is a lot of them, but can u ID the winners?
5. Broad match gives u synonyms n related terms

Question 23

What short-cut key to you use to expand to full-screen including hiding the left hand vertical menu and upper horizontal menu, thus expanding your view of the report/table to full extent?

Answer 23

Just press ‘F’ or use the ‘expand table’ icon (the square with gaps)

Question 24

What’s the quickest way to refresh data in a report?

Answer 24

Us the ‘refresh icon’ in the TR of top task bar. DO NOT refresh the whole page, it takes longer and you will lose where you are in how the page is set out potentially.

Question 25

Google ads used to provide up to 10 positions, above, to the right and below the serps. How many possible page 1 ad positions are there now?

Answer 25

7

Viz: The ‘key’ to sales is getting one of these positions on page 1

Question 26

What’s a good methodical approach to reviewing an account?

Answer 26

Campaign settings>Adgroups>Keywords>Text Ads

Question 27

investigate Relevant Keyword Groupings within the Adgroups to see how ** *** they are

Answer 27

tightly organized

Eg are there adgroups that could benefit by being split into further adgroups and thus be more precise and relevant?

Question 28

What does SEM stand for?

Answer 28

Search engine marketing

It’s the practice of marketing a business using paid advertisements that appear on search engine results pages (or SERPs).

More simply it’s promotion using paid…

Question 29

There is a chance that you won’t be able to advertising all of your products profitably on Gads because why? (2)

Answer 29

1. sometimes the click will be too expensive.

2. sometimes the conversion rate will be too low.

Question 30

RE: which prods to advertise as priority?

So think about your core services - specifically think about what?

Answer 30

1. your best sellers;
2. highest margin products
3. loss or breakeven ideas - that may lead to profitable FU sales/ repeat business - so you’ll build this ad spend into the LTV of your customers calculations.

Question 31

Good to break out camps by **, thus reflecting how you organise ** on your site, if it’s already done well.

Answer 31

products, products

RE: I have done this in combo with audience type:

1. BE - all audiences
2. Milo parties
3. Milo weddings

Why break Milo into 2 camps? 
Willingness to bid more on weddings. 
Broader geo scope for weddings. 
Messaging different. 
Different LPs.

Question 32

2 types of reason for creating separate camps?

What have I broke out camps by?”

Answer 32

1. TECH - some settings are only at the camp level, e.g. location targeting & location options (presence/interest in)
   RE: so if you intend to advertise 2 products that vary completely in geographic scope, then it would make sense to break out your advertising to more than one campaign.
2. ORGANISATIONAL -
   A. most of the time you are breaking out campaigns for this reason - sending users to the right page and organise your data optimally
   And u want clean data i.e. u don’t want that much over-lap between camps, so consider this when dividing camps by product.

B. u can organise into different campaigns based on value to your business - with the high value prods having a more aggressive bid strategy.

–

BE:
1. Product/ Service
BE vs Milo Max
BE then broken into AGs representing synonyms for the same service concept, with varying levels of relevance and buyer intent.

2. Sector
   Milo Max split by weddings & non-weddings (parties)

Question 33

Warning about going too granular with products?

Answer 33

LPs that are too thin of info, don’t perform as well. visitors like to go to the home page and then work their way through the info/ menus.

So even though you send them to a specific page, they may go straight to the home page, and then find their own way to the LP again.

Question 34

good rule of thumb regarding Google’s recommended settings?

give an example?

Answer 34

whenever Google recommends a setting, do the other thing - it’s usually just about them making more money

G typically wants to you to automate bids - e.g. on clicks/ conversions - but they don’t know the ROI for your specific KWs, they don’t know the associated costs in your business. You may have a KW with a low conversion rate, but when it converts it still delivers a great ROI perhaps because you are a service business in the geo is close to your service office, or your a product business as the av sale based on this KW is high and the higher margins make up for the lower conversion rate.