Digital Advertising (PPC/SEM) Course Digital Advertising (PPC/SEM) - PowerPoint PPT Presentation

Gather Data & Optimise Digital Advertising Which KPIs Were Business Objectives Optimisation Plan Channels / Tactics Achieved/Which Weren’t Launch product ads/promotions via Drive traffic through landing page/ A/B split test landing page and ad Funnel customers down the sales Facebook Ads & Google AdWords website via Facebook Ads and Google creatives. funnel to take an important step of retargeting. Landing page & Website AdWords Search & Display Advertising Add search terms that performed buying/contacting sales team User Experience (UX) optimisation and showcase product/service benefits poorly (poor micro & macro conversion (Conversion Rate Optimisation). vs. competitors rates) to negative keyword list. Digital Advertising (PPC/SEM) Equinet 13 Academy

Digital Advertising Strategy Equinet Academy Campaign Customer Primary Customer Campaign Digital Advertising Performance Message & Budget Decision Journey Personas Objectives Channels Indicators Delivery Tactics Promote digital marketing fundamental ebook and Google AdWords Needs HR managers, Marketing feature courses at the end of Reach 10,000 marketing Facebook Ads Personnel, Small business Reach and brand awareness the ebook. $2,000/year personnel at least twice a Sponsored ads on partner recognition owners Partner companies such as month over 3 months websites such as Singtel Singtel to provide introductory courses to SMEs. Generate leads via gated Rank comprehensive Prospects reading marketing & High average position of 1-3 content on website and educational blogposts with Information business websites on how to and ad click through rate of at encourage purchase through Google AdWords gated content and landing improve marketing ROI during $12,000/year least 7% online (e.g. email) and offline Facebook Ads pages featuring course search business hours (refer to 5% lead generation conversion (phone call consultation) highlights on the paid ads separate document) rate for content downloads communication methods section of Google. At least a 2% conversion rate Prospects visiting different Rank for competitor’s brand for traffic from competitor course providers’ websites keywords and display ads Evaluation of brand search terms. and deciding which course to Google AdWords highlighting unique features Generate relevant traffic to $6,000/year 0.5% click through rate on sign up for. They are looking Facebook Ads prominently throughout alternatives website display ads and a 120-second for a comprehensive, prospect’s online research average time spent on pages. interactive course journey. Rank course landing pages for Convert website visitors into high-intent based keywords 1% conversion rate on course Prospects with high intention of Purchase customers through online Google AdWords such as “digital marketing $4,000/year signups from course landing signing up for a course course registration form short course” and “seo course pages. equinet academy”. Employ remarketing ads on To get 1 in 5 customers who Facebook & GDN monthly, signed up for one course to Customers who have Cross-sell courses to existing Google AdWords Post-purchase promoting educational content $6,000/year repeatedly sign up for another completed a course customers Facebook Ads (ebooks, whitepapers) to instil course within the next 6 brand recall and confidence. months Digital Advertising (PPC/SEM) Equinet 14 Academy

Digital Advertising Road Map Weeks Milestones 1 2 3 4 5 6 7 8 9 10 11 12 Reach and brand awareness Traffic generation Lead generation Course signups Cross-sells Digital Advertising (PPC/SEM) Equinet 15 Academy

Why Advertise on Facebook? 1 Flexible audience targeting Introduction to Facebook Ads Massive reach. For Singapore alone, 3.6 million active social media users, of which 3.3 million are mobile Source: https://www.slideshare.net/wearesocialsg/digital-in-2016/download Low cost per thousand (CPM), average of $0.25 CPM Facebook Fundamentals Digital Advertising (PPC/SEM) Equinet 16 Academy

Creating a Facebook Page Chapter 1: Introduction to Facebook Ads 1. Click on the drop down arrow on the top right of the Facebook interface. 2. Click “Create Page” Digital Advertising (PPC/SEM) Equinet 17 Academy

Creating a Facebook Page Chapter 1: Introduction to Facebook Ads 1 2 1. Select Company 3 2. Enter company name 3. Click Get Started. Digital Advertising (PPC/SEM) Equinet 18 Academy

Creating a Facebook Page Chapter 1: Introduction to Facebook Ads 2 1 1. Add a profile photo 2. Add a cover photo 3. Start posting something! 3 Digital Advertising (PPC/SEM) Equinet 19 Academy

Facebook Ad Campaign Structure Chapter 3: Ad Campaign Development & Execution Campaign A campaign contains one or more ad sets and ads. Campaigns allow you to easily measure the performance of your ad sets and ads, and optimize for a single objective. Ad Set An ad set contains one or more ads. Ad sets let you control how much you spend on each 1. audience, schedule when those audiences see your ads, and measure their response. Ad Ads live within ad sets. Creating multiple ads in each ad set will let Facebook optimize their delivery based on variations in images, links, video, text or placements. Source: https://www.facebook.com/blueprint Digital Advertising (PPC/SEM) Equinet 20 Academy

Setting Up Your Facebook Ads Account + In-Class Activity Chapter 1: Introduction to Facebook Ads 1. Click on the drop down arrow on the top right of the Facebook interface. 2. Click “Create Ads” Digital Advertising (PPC/SEM) Equinet 21 Academy

Facebook Ad Objectives The advertising objectives you can choose from are: Chapter 2: Defining Your Goals & Audience • Clicks to Website: Send people to your website. • Website Conversions: Increase conversions on your website. You'll need a conversion pixel for your website before you can create this ad. • Page Post Engagement: Boost your posts. • Page Likes: Promote your Page and get Page likes to connect with more of the people who matter to you. • App Installs: Get installs of your app. • App Engagement: Increase engagement in your app. • Offer Claims: Create offers for people to redeem in your store. • Local Awareness: Reach people near your business. • Event Responses: Raise attendance at your event. • Product Catalog Promotion: Automatically show products from your product catalog based on your target audience. • Brand Awareness: Reach people more likely to pay attention to your brand. • Lead Generation: Collect leads for your business. • Video Views: Create ads that get more people to view a video. https://www.facebook.com/business/ads-guide?tab0=Mobile%20News%20Feed Digital Advertising (PPC/SEM) Equinet 22 Academy

Setting Up Your Facebook Ads Account Chapter 1: Introduction to Facebook Ads Your Facebook Ads account is now set up. Here are various types of Facebook Ads https://www.facebook.com/ business/ads-guide?tab0=Mobile %20News%20Feed Digital Advertising (PPC/SEM) Equinet 23 Academy

Setting Up Your First Facebook Campaign Chapter 3: Ad Campaign Development & Execution Your Facebook Ads account is now set up. Here are various types of Facebook Ads 1 https://www.facebook.com/ business/ads-guide?tab0=Mobile %20News%20Feed 1. Click Brand awareness Digital Advertising (PPC/SEM) Equinet 24 Academy

Setting Up Your First Facebook Campaign Chapter 3: Ad Campaign Development & Execution 1. Click Continue 1 Digital Advertising (PPC/SEM) Equinet 25 Academy

Setting Up Your First Facebook Ad Set Chapter 3: Ad Campaign Development & Execution 1. Select a custom audience or exclude past/existing customers. 
 2. You can define, narrow, and exclude audiences through the Detailed Targeting field. Digital Advertising (PPC/SEM) Equinet 26 Academy

Setting Up Your First Facebook Ad Set Chapter 3: Ad Campaign Development & Execution 1. Set your Budget & Schedule. If you select “Run my asset continuously starting today”, you will have to set your daily budget. Facebook will suggest a minimum - average amount, but it’s really up to you to decide how much you’re willing to spend. 
 2. When starting out, you can set Automatic bidding. After your campaign has run for some time and you have a better idea on the average bid, you can set a maximum manual bid amount. Digital Advertising (PPC/SEM) Equinet 27 Academy

Setting Up Your First Facebook Ad Set Chapter 3: Ad Campaign Development & Execution 1 1. Select your ad format 2. Add an image 2 Digital Advertising (PPC/SEM) Equinet 28 Academy

Setting Up Your First Facebook Ad Set Chapter 3: Ad Campaign Development & Execution 1 1. Fill in your ad details 2. Click Place Order 2 Digital Advertising (PPC/SEM) Equinet 29 Academy

Facebook Pixel & Custom Conversions Chapter 3: Ad Campaign Development & Execution Before creating our first ad campaign, let’s set up our Facebook pixel and custom conversions. What is Facebook Pixel? A Facebook pixel is generated from Facebook Ads and inserted into your website, usually in the header or footer. This will allow you to track and measure visitor behaviour from Facebook. Only one pixel is needed per account. What are Custom Conversions? Custom conversions allow you to define what constitutes to a conversion. E.g. a thank you page visit can be counted as one conversion. This allows you to attribute the conversion to e.g. a specific ad creative. Digital Advertising (PPC/SEM) Equinet 30 Academy

How to Create & Install The Facebook Pixel Chapter 3: Ad Campaign Development & Execution 1. Create your Pixel The Facebook pixel for your account lets you measure conversions, optimise adverts for valuable actions and create audiences for remarketing. 2. Install the code Place the pixel code in your website header. Download pixel helper to see if the code is working, or get guidance. 3. Choose your Actions Use standard conversion events or rule-based custom conversions to define which actions are most valuable to you. Digital Advertising (PPC/SEM) Equinet 31 Academy

How to Create a Custom Conversion Chapter 3: Ad Campaign Development & Execution Copy this code and paste it in the <head> section of your website. If you aren’t sure where to paste it, contact your web developer. Digital Advertising (PPC/SEM) Equinet 32 Academy

How to Create a Custom Conversion Chapter 3: Ad Campaign Development & Execution Once the pixel is installed, you should see a green dot. Digital Advertising (PPC/SEM) Equinet 33 Academy

How to Create a Custom Conversion Chapter 3: Ad Campaign Development & Execution 1. Click “Create Custom Conversion”. Digital Advertising (PPC/SEM) Equinet 34 Academy

How to Create a Custom Conversion Chapter 3: Ad Campaign Development & Execution 1. Enter the URL of a Thank You page. 
 2. Select conversion category. 
 3. Click “Next”. Digital Advertising (PPC/SEM) Equinet 35 Academy

How to Create a Custom Conversion Chapter 3: Ad Campaign Development & Execution 1. Enter conversion name. 
 2. Set a conversion value (optional) 
 3. Click “Create”. Digital Advertising (PPC/SEM) Equinet 36 Academy

Facebook Audiences What are Facebook Audiences? Chapter 2: Defining Your Goals & Audience Facebook Audiences allow you to create and save audiences to reach the people who matter to your business. Saved audience Custom Audiences Lookalike Audiences Save your commonly used targeting Connect with the people who have Reach new people who are similar to options for easy reuse. Choose your already shown an interest in your audiences you already care about. You demographics, interests and business or product with Custom can create a lookalike audience based behaviours, then save them to reuse in Audiences. You can create an on people who like your Page, future adverts. audience from your customer conversion pixels or any of your contacts, website traffic or mobile app. existing Custom Audiences. Refer to https://www.facebook.com/business/help/459892990722543 Digital Advertising (PPC/SEM) Equinet 37 Academy

Custom Audiences Chapter 2: Defining Your Goals & Audience Digital Advertising (PPC/SEM) Equinet 38 Academy

Custom Audiences Chapter 2: Defining Your Goals & Audience 1. Click Create Audience => Custom Audience. Digital Advertising (PPC/SEM) Equinet 39 Academy

Custom Audiences Chapter 2: Defining Your Goals & Audience 1. Click Website Traffic. Digital Advertising (PPC/SEM) Equinet 40 Academy

Custom Audiences Chapter 2: Defining Your Goals & Audience 1. Set your conditions. 2. Click Create Audience. (Refer to: https://adespresso.com/ academy/blog/facebook-ads- custom-audiences-guide/ ) Digital Advertising (PPC/SEM) Equinet 41 Academy

A/B Split Testing Testing 2 Ad Creatives Testing 2 Target Audiences Testing 2 Landing Pages Chapter 4: Measurement & Optimization Campaign Campaign Campaign Ad Set 1 Ad Set 2 Ad Set 1 Ad Set 1 (Male) (Female) Ad Ad Ad 1 Ad 2 (Human (Product Ad Ad image) photo) LP 1 
 LP 2 (Form (Form above) below) Digital Advertising (PPC/SEM) Equinet 42 Academy

Chapter Overview 1 7-Step Process (Paid Search) Introduction to 
 How PPC Works Digital Advertising Typical Buyer’s Journey Introduction to 
 Digital Advertising (PPC/SEM) Digital Advertising (PPC/SEM) Equinet 43 Academy

7-Step Process (Paid Search) 1. Set Up 2. Organise and 3. Conduct Conversion Tracking Create Campaign Chapter 1: Introduction to Pay Per Click Keyword Research (Goals) Structure 4. Create Ad 6. Run and Analyse 5. Create Landing Creatives & Ad Campaign Pages Groups 7. Optimise Campaign, Ads, Landing Pages Digital Advertising (PPC/SEM) Equinet 44 Academy

Which advertiser do you think pays more? Ad 1 or 2? Chapter 1: Introduction to Pay Per Click 1 Paid Results 2 Organic Results Digital Advertising (PPC/SEM) Equinet 45 Academy


 1. Advertisers identify keywords or How Pay Per Click Works audiences they want to bid on , and decide the maximum cost-per-click (CPC) they are willing to spend Chapter 1: Introduction to Pay Per Click 2. They key in bids and enter into an auction with other advertisers who are bidding on the same keywords or audiences Ad Rank = 3. The highest bid wins the auction. Depending on the type of inventory, the CPC Bid winner of the auction may appear in the top position , or have its ad displayed in X an ad unit. Quality 4. Platforms such as Google AdWords or Score LinkedIn calculate a quality or relevancy score to prevent a bidding war based solely on price. 
 E.g Google’s Ad Rank formula: Ad Rank = CPC Bid x Quality Score Digital Advertising (PPC/SEM) Equinet 46 Academy

Typical Buyer’s Journey Collects Cookies Conversion Chapter 1: Introduction to Pay Per Click Keyword 1 Keyword 2 Keyword 3 Digital Advertising (PPC/SEM) Equinet 47 Academy

Chapter Overview 2 Creating a Google AdWords Account Setting Up Goals (Conversion Tracking) Paid Search (Google AdWords) Organising and Creating Your First AdWords Campaign Creating Your First Ad Group Ad Creative Best Practices and Checklist How to Conduct Keyword Research Setting Up Your Google AdWords Paid Search Creating Your Landing Pages Advertising Campaigns Digital Advertising (PPC/SEM) Equinet 48 Academy

Creating a Google AdWords Account Chapter 2: Paid Search Navigate to adwords.google.com Digital Advertising (PPC/SEM) Equinet 49 Academy

Chapter 2: Paid Search Digital Advertising (PPC/SEM) Equinet 50 Academy

Setting Up AdWords Chapter 2: Paid Search Fill in your website and click “Continue”. Digital Advertising (PPC/SEM) Equinet 51 Academy

Setting Up AdWords Chapter 2: Paid Search Fill in the following details in click “Save and continue”. Digital Advertising (PPC/SEM) Equinet 52 Academy

Setting Up AdWords Chapter 2: Paid Search Enter your billing details and click “Finish and create ad”. Digital Advertising (PPC/SEM) Equinet 53 Academy

Organising Your AdWords A common way to start is to build out your campaigns according to your Account and Campaign Structure website structure. Note that you can only set a daily budget at the Campaign level so if you’re grouping highly competitive keywords (high bid price) with keywords Chapter 2: Paid Search that are not competitive, you may run out SG Property of budget quickly and lose out on the keywords with low competition. Peak 2 Twin Peaks Account Campaign Ad Group Keyword Ad On / Off x x x x x Control Reporting x x x x x Bidding Floor plan Generic Deferment Plan Generic x Strategy Schedule x Budget x Bidding x x Location x https://support.google.com/adwords/answer/6372655?hl=en Digital Advertising (PPC/SEM) Equinet 54 Academy

Creating Your First AdWords Campaign 1 Click + Campaign and Select Chapter 2: Paid Search Search Network Only. Recommended Reading: https://support.google.com/ adwords/answer/6324971? 2 co=ADWORDS.IsAWNCustom er%3Dfalse&hl=en 3 Digital Advertising (PPC/SEM) Equinet 55 Academy

Creating Your First AdWords Campaign 1. Give your campaign a name. You may name it after a campaign goal or the product Chapter 2: Paid Search or service. 2. Select the campaign type. 1 *e.g. All Features). 
 For more information on 2 various campaign types, refer to https:// support.google.com/ adwords/answer/2567043 Digital Advertising (PPC/SEM) Equinet 56 Academy

Creating Your First AdWords Campaign x Do not select “include search partners” if you only intend to advertise on Google Search 1. Select the network type. Chapter 2: Paid Search (Refer to https:// support.google.com/ adwords/answer/1722047 ) 
 2. Select target location. (Refer to https:// 1 support.google.com/ adwords/answer/1722072 ) 2 Digital Advertising (PPC/SEM) Equinet 57 Academy


 
 Important Note About Location Options! AdWords will select “People 
 in, searching for, or who 
 show interest in my targeted location (recommended)” Chapter 2: Paid Search by default 
 Tip: Make sure to only select “People in my targeted location” 
 By selecting the default setting your ad can appear to people all over the world, as long as they include the location as a keyword. Digital Advertising (PPC/SEM) Equinet 58 Academy

Creating Your First AdWords Campaign 1 1. Select language. 
 2. Choose your bid strategy. Chapter 2: Paid Search (Refer to https:// 2 support.google.com/ adwords/answer/2375454 ) It would be a good start to select Maximise Clicks as the bid strategy in order for Google to optimise your campaign for more clicks. Digital Advertising (PPC/SEM) Equinet 59 Academy

Creating Your First AdWords Campaign 1 1. Enhance your ad with Ad Extensions where Chapter 2: Paid Search appropriate. (Refer to https:// support.google.com/ adwords/answer/2375499 ) 
 2. Apply Ad Scheduling if necessary. (Refer to https:// 2 support.google.com/ adwords/answer/2404244 ) Digital Advertising (PPC/SEM) Equinet 60 Academy

Creating Your First AdWords Campaign 1. Set your Ad Delivery: Ad Rotation settings. For A/B split testing, selecting “Rotate indefinitely” would be most recommended. (Refer to 1 https://support.google.com/ adwords/answer/112876? Chapter 2: Paid Search hl=en ) 
 2. Use Dynamic Search Ads if you have a large website and have many products to advertise. This will enable you to launch ad creatives 2 more efficiently. (Refer to https://support.google.com/ adwords/answer/2471185? hl=en ) 
 3. Click Save and Continue. Digital Advertising (PPC/SEM) Equinet 61 Academy

Creating Your First Ad Group 1. Enter your Ad group name. 
 2. Fill in the details for your ad Chapter 2: Paid Search creative. (Refer to https:// 1 support.google.com/ adwords/answer/1704392 ) 
 Be sure to: • Include your target 2 keywords in the headlines. • Include a call-to-action • Check out your competitors’ ads and write something that stands out. Digital Advertising (PPC/SEM) Equinet 62 Academy

Creating Your First Ad Group Chapter 2: Paid Search 1. Fill in your target keywords. 1 Digital Advertising (PPC/SEM) Equinet 63 Academy

Creating Your First Ad Group Chapter 2: Paid Search 1. Select your maximum CPC 
 2. Click Save ad group. Digital Advertising (PPC/SEM) Equinet 64 Academy

Viewing Your Campaigns Chapter 2: Paid Search You may view all of your campaigns anytime by clicking on All Campaigns. Digital Advertising (PPC/SEM) Equinet 65 Academy

Viewing Your Campaigns Chapter 2: Paid Search 1. With your keyword research data, navigate to the Keywords tab. 2. Click +Keywords to add those keywords to your ad group. Digital Advertising (PPC/SEM) Equinet 66 Academy


 Adding & Modifying Keywords Chapter 2: Paid Search 1. Add more keywords to your ad group. 2. Click Save. Digital Advertising (PPC/SEM) Equinet 67 Academy


 How to Conduct Keyword Research Chapter 2: Paid Search Navigate to Keyword Planner to conduct your keyword research. 
 Refer to ( https:// support.google.com/adwords/ answer/2999770?hl=en ) Digital Advertising (PPC/SEM) Equinet 68 Academy


 
 
 How to Conduct Keyword Research Select keywords that are relevant to your products/services and add them to your ad group. 
 Refer to ( https:// Chapter 2: Paid Search support.google.com/adwords/ answer/2453981 ) Note: Starting August 2016, Google has made the change to show search volume data ranges based on spend. Advertisers below the threshold may see less specific estimates such as 2K-10K for average monthly search figures. Digital Advertising (PPC/SEM) Equinet 69 Academy

Use keywordtool.io Chapter 2: Paid Search A recommend tool to expand your keyword ideas list is keywordtool.io Digital Advertising (PPC/SEM) Equinet 70 Academy


 Understanding Keyword Match Types What are keyword match types? 
 Keyword match types help Ads May Ads May Not Keyword control which searches can Show For Show For Match Type trigger your ad. For example, Chapter 2: Paid Search Search Terms Search Terms you could use broad match to show your ad to a wide Forest Woods Broad Match Blackforest cake Apple Strudel audience or you could use exact match to hone in on +Forest specific groups of customers. Modified Woods Forest +Woods Forest Showroom Broad Singapore Important note: 
 “Forest Condo Woods Woods” Phrase Match Forest Woods Condo Choosing the wrong match Forest types can result reaching the [Forest wrong audience and wastage Forest Woods Woods] Exact Match Forest Woods of clicks. Condo -Blackforest Negative Blackforest cake Forest Woods Digital Advertising (PPC/SEM) Equinet 71 Academy


 Adding & Modifying Keywords Chapter 2: Paid Search 1. Click on the keyword to modify the match type. 2. Click Save. Digital Advertising (PPC/SEM) Equinet 72 Academy

Negative Keywords 1. To add negative keywords, 1 navigate to the keywords tab. Chapter 2: Paid Search 2 2. Click Negative keywords. 3. Click +Keywords and start typing in your negative keywords. 3 (Refer to https:// support.google.com/adwords/ answer/2453972 ) Digital Advertising (PPC/SEM) Equinet 73 Academy


 Ad Extensions 1 To add Ad Extensions, Chapter 2: Paid Search 2 1. navigate to “Ad extensions” 2. Click View: “Extension name” (Refer to https:// support.google.com/adwords/ answer/2375499 ) 
 Digital Advertising (PPC/SEM) Equinet 74 Academy

Previewing your ads 1 3 1. Navigate to Tools => Ad Chapter 2: Paid Search Preview and Diagnosis. 
 2 2. Enter your target keywords and click Preview. Now study your competitor ads and write a better ad than them. Digital Advertising (PPC/SEM) Equinet 75 Academy


 Know Which Search Queries Triggered Your Ads Run a Search Query Report 
 1. Select any active campaign Chapter 4: Analyse & Optimise 2. Go to “Keywords” tab 
 3. Click on “Search terms” Depending on your match types, your ads may trigger various irrelevant keywords - thus it is very important to come back to this report periodically to make sure you’re not paying for these search terms. Digital Advertising (PPC/SEM) Equinet 76 Academy

Click-through-rate (CTR) 
 & Average CPC Your keywords’ CTRs impact Chapter 4: Analyse & Optimise your quality score and influences the average CPC you pay. 
 The better the CTR, the higher your quality score. 
 To improve your CTR, ensure your ad is appealing and stands out. Digital Advertising (PPC/SEM) Equinet 77 Academy


 
 Conversion Metrics Photoshop courses advertised through AdWords search. 
 Result: 117 Conversions with a total cost of $1825.45 
 Chapter 4: Analyse & Optimise Out of 117 Conversions, there were 13 confirmed students at a cost of $140.42 each. Ad profit margin $550 - $140.42 = $409.58 Tip: For poorly performing keywords (low CTR, low conversions and assisted conversions, low quality score), consider moving them to another ad group or deleting them all together. Digital Advertising (PPC/SEM) Equinet 78 Academy


 Quality Score How is Quality Score determined: 
 Chapter 4: Analyse & Optimise •Your ads’ CTR •The quality of your landing pages •Ad relevance 
 The higher your quality score: 
 •The lesser your CPC bids •The higher your ad position •Higher eligibility to participate in ad auctions Digital Advertising (PPC/SEM) Equinet 79 Academy

Ad Creative Performance Chapter 4: Analyse & Optimise Delete ads that have lower conversions Digital Advertising (PPC/SEM) Equinet 80 Academy

How to Determine Your Goals (Website Conversions) Visit and browse around your website as a “customer”, or get someone else to browse through your website and Chapter 2: Paid Search observe their behaviour. 
 Observe the various browsing behaviours. 
 Identify key conversion behaviours (e.g. downloading a PDF file, visiting key pages such as contact page and pricing details, spending at least 2 minutes on the website). Digital Advertising (PPC/SEM) Equinet 81 Academy

Create a Google Analytics Account Chapter 2: Paid Search Navigate to analytics.google.com. Click Sign Up. Digital Advertising (PPC/SEM) Equinet 82 Academy

Set Up Google Analytics Chapter 2: Paid Search Fill in your website details, scroll down, and click Get Tracking ID. Digital Advertising (PPC/SEM) Equinet 83 Academy

Set Up Google Analytics Chapter 2: Paid Search Copy the tracking code and place it in your website’s header, before the closing </head> section. Digital Advertising (PPC/SEM) Equinet 84 Academy

Set Up Google Analytics In WordPress, navigate to: Chapter 2: Paid Search 1. Settings => Analytics Counter (This plugin “Google Analytics Counter must first 2 be installed) 2. Click “Manually paste Google 1 Analytics Code”. 3. Paste code 4. Click Save. 3 4 Digital Advertising (PPC/SEM) Equinet 85 Academy

Set Up Google Analytics In Google Analytics, navigate to: Chapter 2: Paid Search 1. Real Time => Overview Go to your website and refresh your page. If you see 1 active users, it means the code is working. Digital Advertising (PPC/SEM) Equinet 86 Academy

Creating Goals in Google Analytics 1 Chapter 2: Paid Search Now, we’ll create some goals and import them into Google AdWords. 2 Digital Advertising (PPC/SEM) Equinet 87 Academy

Creating Goals in Google Analytics Chapter 2: Paid Search Click “+ New Goal”. Digital Advertising (PPC/SEM) Equinet 88 Academy

Creating Goals in Google Analytics Chapter 2: Paid Search 1. Select Custom 2. Click “Continue”. 1 2 Digital Advertising (PPC/SEM) Equinet 89 Academy

Creating Goals in Google Analytics 1 1. Enter your goal description Chapter 2: Paid Search 2. Select Duration 3. Click Continue. Note: If a visitor spends at least 1 2 minute on your site, we can count that as a conversion (a sign of engagement). 3 Digital Advertising (PPC/SEM) Equinet 90 Academy

Creating Goals in Google Analytics Chapter 2: Paid Search 1 1. Enter your goal values. 2. Click “Save”. 2 Digital Advertising (PPC/SEM) Equinet 91 Academy

Link Google Analytics With AdWords 1 Chapter 2: Paid Search To link Google Analytics with Google AdWords, navigate to: 
 1. Admin 2. AdWords Linking 2 Digital Advertising (PPC/SEM) Equinet 92 Academy

Link Google Analytics With AdWords Chapter 2: Paid Search To link Google Analytics with Google AdWords, you need to be using the same gmail account for both. Click “Continue”. Digital Advertising (PPC/SEM) Equinet 93 Academy

Link Google Analytics With AdWords 1 Chapter 2: Paid Search 1. Enter link group title 2. Turn on All Web Site Data. 2 3. Click “Link accounts”. 3 Digital Advertising (PPC/SEM) Equinet 94 Academy

Importing Analytic’s Goals into AdWords 1 2 Chapter 2: Paid Search Navigate back to Google AdWords. 1. Click Tools => Conversions Digital Advertising (PPC/SEM) Equinet 95 Academy

Importing Analytic’s Goals into AdWords Chapter 2: Paid Search Navigate back to Google 1 AdWords. 1. Select the goal you have 2 created from Google Analytics. 2. Click “Import”. 3 Digital Advertising (PPC/SEM) Equinet 96 Academy

Importing Analytic’s Goals into AdWords Chapter 2: Paid Search 1. Choose your goal settings. 
 2. Click “Import goals”. Digital Advertising (PPC/SEM) Equinet 97 Academy

Chapter Overview 3 Creating your first Google AdWords Display campaign. Display Ads Creating a Display Ad (Google AdWords) Setting up a Remarketing List Setting Up Your Google AdWords Display Advertising Campaigns Digital Advertising (PPC/SEM) Equinet 98 Academy

Creating a Remarketing Audience Chapter 3: Display Advertising 1. Navigate to Google Analytics => Admin 
 2. Navigate to Audience Definitions => Audiences 1 2 Digital Advertising (PPC/SEM) Equinet 99 Academy

Creating a Remarketing Audience Chapter 3: Display Advertising 1 1. Click + New Audience. Digital Advertising (PPC/SEM) Equinet 100 Academy