Use Case #3: Compete Campaigns Objectives: Chapter 3: Types of Pay Per Click Channels Leverage on competitor keywords Awareness following big, newsworthy announcements: product launches, mergers, etc. Paid Social: Fan Pages Target by Keywords and Consideration Competitor’s Fan Pages Keywords Display: Target by Keywords, focus on News sites. Increase budget for Conversion Remarketing to follow your Competitor audiences aggressively. Keywords Remarketing Paid Search: Increase bids and budget on Brand Competitor Keywords to drive Keywords consideration, Brand Keywords as “catch-all”. Facebook Ads & Google AdWords (PPC) Equinet 20 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 Facebook Ads & Google AdWords (PPC) Equinet 21 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” Facebook Ads & Google AdWords (PPC) Equinet 22 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. Facebook Ads & Google AdWords (PPC) Equinet 23 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 Facebook Ads & Google AdWords (PPC) Equinet 24 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 Facebook Ads & Google AdWords (PPC) Equinet 25 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” Facebook Ads & Google AdWords (PPC) Equinet 26 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 Facebook Ads & Google AdWords (PPC) Equinet 27 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 https://www.facebook.com/ 1 business/ads-guide?tab0=Mobile %20News%20Feed 1. Click Brand awareness Facebook Ads & Google AdWords (PPC) Equinet 28 Academy
Setting Up Your First Facebook Campaign Chapter 3: Ad Campaign Development & Execution 1. Click Continue 1 Facebook Ads & Google AdWords (PPC) Equinet 29 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. Facebook Ads & Google AdWords (PPC) Equinet 30 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. Facebook Ads & Google AdWords (PPC) Equinet 31 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 Facebook Ads & Google AdWords (PPC) Equinet 32 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 Facebook Ads & Google AdWords (PPC) Equinet 33 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. Facebook Ads & Google AdWords (PPC) Equinet 34 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 Facebook Ads & Google AdWords (PPC) Equinet 35 Academy
Chapter Overview 2 Facebook Ad campaign structure Setting up the Facebook pixel and custom conversions Ad Campaign Defining and segmenting your audiences Development & Types of Facebook Ads (Page Post Engagement, Page Likes, Clicks to Execution Website, Website Conversions, Dynamic Product Adverts, Reach and Frequency etc) Creating your first Facebook ad campaign Types of bidding Creating and managing The science of successful Facebook Ads, backed by real world data. your Facebook Ads Facebook ad creative best practices Facebook Ads & Google AdWords (PPC) Equinet 36 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 Facebook Ads & Google AdWords (PPC) Equinet 37 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. Facebook Ads & Google AdWords (PPC) Equinet 38 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. Facebook Ads & Google AdWords (PPC) Equinet 39 Academy
How to Create a Custom Conversion Chapter 3: Ad Campaign Development & Execution 1. Click “Create Custom Conversion”. Facebook Ads & Google AdWords (PPC) Equinet 40 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”. Facebook Ads & Google AdWords (PPC) Equinet 41 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”. Facebook Ads & Google AdWords (PPC) Equinet 42 Academy
Recap Chapter 3: Ad Campaign Development & Execution Understanding your Facebook ad account structure will help you better organize your ads. Don’t forget to create your Facebook Pixel and set your custom conversions before you run your ad campaigns. There are 3 main types of audiences in Facebook ads - Custom audiences, Lookalike audiences, and Saved audiences. Set up your ad campaign, ad set, and ad creative and follow best practices. Recommended reading: http://www.jonloomer.com/2016/07/01/facebook-ad-campaign-process-build-audience-leads-conversions/ Facebook Ads & Google AdWords (PPC) Equinet 43 Academy
Activity Chapter 3: Ad Campaign Development & Execution Create a Facebook campaign with the objective of “Driving Website Conversions”. We will create three main Custom Audience lists: 1. Website visitors that potentially be interested in what you are selling based on the pages they’ve been to on your website. 2. Upload a list of emails of those who are already your customers 3. Website visitors who have opted in and seen your Thank You page. After which, set up to INCLUDE Custom Audience #1, and EXCLUDE Custom Audiences #2 and #3 that you have created. Recommended reading: http://www.jonloomer.com/2016/07/01/facebook-ad-campaign-process-build-audience-leads-conversions/ Facebook Ads & Google AdWords (PPC) Equinet 44 Academy
3 Chapter Overview Managing your ads from both Power Editor & Ad Manager interfaces Measurement & The formula for successful advertising – Reach, Resonance, Reaction Optimisation Identifying weaknesses and strengths through your Facebook Ad reports and making appropriate adjustments Facebook Ad relevance scores A/B split testing Analysing and refining your Facebook Ad campaigns Facebook Ads & Google AdWords (PPC) Equinet 45 Academy
Managing Your Ads Through Ads Manager & Power Editor + In-Class Activity Chapter 4: Measurement & Optimisation 1. You can now manage your campaigns from the Ad Manager interface. Facebook Ads & Google AdWords (PPC) Equinet 46 Academy
Identifying weaknesses and strengths through your Facebook Ad reports and making appropriate adjustments Chapter 4: Measurement & Optimisation Measuring conversions 1. Select Columns > Customize Columns > Website Conversions (or any custom conversion you have set previously). Facebook Ads & Google AdWords (PPC) Equinet 47 Academy
Identifying weaknesses and strengths 1. Relevance Scores Facebook considers how relevant an ad is when through your Facebook Ad reports and determining which ads to show a person. When your ad is making appropriate adjustments Chapter 4: Measurement & Optimisation relevant to your audience, its relevance score is higher and is more likely to be served than Ad Relevance scores other ads targeting the same audience. As a result, you pay less to reach your audience. 2. Positive / Negative Feedback Ratings based how your audience reacted to your ad. If they hid your ad or such as chose not to see ads from you. When negative feedback is high it means people don't want to see your ad. If people shared or liked your posts, or visited your website through an ad, it will contribute to high positive feedback numbers. Facebook Ads & Google AdWords (PPC) Equinet 48 Academy
Identifying weaknesses and strengths through your Facebook Ad reports and making appropriate adjustments If your marketing objective is to Chapter 4: Measurement & Optimisation increase brand awareness, then Reach and Frequency would be the metric to monitor. Reach & Frequency & Click-Thru-Rate (CTR) If lead generation is your marketing objective, then you want to be measuring CTR & Conversions. A drop in CTR may be a possible sign of “Ad Fatigue”. Further reading : http://blog.wishpond.com/ post/62070883685/4-ways-to-combat- facebook-ad-fatigue Facebook Ads & Google AdWords (PPC) Equinet 49 Academy
Activity 1 The Objective: 1. Study the metrics below. Build Awareness 2. Perform an analysis. Chapter 4: Measurement & Optimisation 3. Decide the course of action. Ad Set Name Clicks Reach CTR CPC Conversions Spent X 4,400 clicks 42,177 people 1.83% $0.11 CPC 0 $492.26 Relevance Ads Clicks Reach CTR CPC Conversions Score Ad 1 3,290 clicks 37,168 people 1.93% $0.12 CPC 0 2 Ad 2 1,110 clicks 25,672 people 1.54% $0.11 CPC 0 6 Facebook Ads & Google AdWords (PPC) Equinet 50 Academy
Activity 2 The Objective: 1. Study the metrics below. Drive Sales 2. Perform an analysis. Chapter 4: Measurement & Optimisation 3. Decide the course of action. Cost-per- Relevance Ad Name Conversions Reach CTR Spent conversion Score Ad 1 5 conversions 15,217 people 0.60% $57.48 2 $287.38 Ad 2 0 conversions 10,203 people 1.8% - 5 $228.12 Facebook Ads & Google AdWords (PPC) Equinet 51 Academy
1 Chapter Overview The Zero Moment of Truth Introduction to Why Google AdWords Google AdWords How Google AdWords complements your SEO campaigns Types of AdWords Campaigns The winning SEM workflow (Test, Analyse, Refine) Google AdWords Fundamentals Facebook Ads & Google AdWords (PPC) Equinet 52 Academy
Zero Moment of Truth! First Second Chapter 1: Introduction to Google AdWords Stimulus Moment of Truth Moment of Truth The Trigger Making the Purchase The Experience Going to Courts and try Wow, this laptop is My laptop is getting too out the laptops! powerful and great value slow. I need a new one! for money! Facebook Ads & Google AdWords (PPC) Equinet 53 Academy
Zero Moment of Truth! First Second Chapter 1: Introduction to Google AdWords Stimulus Moment of Truth Moment of Truth The Trigger Researching Online Making the Purchase The Experience What are the brands Going to Courts and try Wow, this laptop is My laptop is getting too available? Which models out the laptops! powerful and great value slow. I need a new one! have better reviews? for money! Y o u r r e v i e w b s e c o o m m e o e s n e e l s e ’ s Z M O T ! Facebook Ads & Google AdWords (PPC) Equinet 54 Academy
Why Google AdWords Chapter 1: Introduction to Google AdWords Easy to Test Micromoments Full Control, Anytime Fast and easy creation of ad copy - A micro moment is intent-rich: - Implement day- or week-parting to - allows you to create tests quickly. I want-to-know moments, I want-to- maximise your budgets during go moments, I want-to-do moments, certain hours or days of the week Is an audience set more receptive - and I want-to-buy moments to a certain word, image, or call to Decide to launch / pause specific - action? Roll that out to my landing AdWords allows you to be there at - keywords, campaigns page! that very micro moment Facebook Ads & Google AdWords (PPC) Equinet 55 Academy
How Paid Search Marketing Works Consumer performs a Lands on a webpage and makes Chapter 1: Introduction to Google AdWords See ads and clicks on them search on Google/Bing a decision Consumer You analyse search and web You bid on keywords You pay whenever a user clicks browsing behaviour to make and write an ad copy on your ad improvements You Facebook Ads & Google AdWords (PPC) Equinet 56 Academy
The Two Main Types of SEM Campaigns Chapter 1: Introduction to Google AdWords Branding and Optimising for Awareness Profitability Being at the top of the search results (both Higher ad positions and more clicks do not paid and organic) increases brand awareness mean more profits all the time Brand building through PPC can be less As long as your profits exceed your ad spend, expensive than other marketing mediums, you do not have to worry about limiting your simply because you only pay for clicks budget Focus is on cost efficiencies and results such Focus is on achieving higher reach and as CPA, conversions, and customer life-time frequency, more clicks and impressions. value (CLV) Top search ads increase brand awareness by 6.6% Source: http://searchenginewatch.com/sew/study/2350899/google-top-search- - According to Google ads-increase-brand-awareness-by-66-study Facebook Ads & Google AdWords (PPC) Equinet 57 Academy
Chapter Overview 2 Campaign Setup Understanding the structure of an AdWords account Creating your first AdWords Display campaigns and Testing Creating your first AdWords Remarketing List Creating your first AdWords Search campaigns Creating your first ad group Understanding keyword match types How to conduct effective keyword research Building your keyword list Laying the foundation Facebook Ads & Google AdWords (PPC) Equinet 58 Academy
Structure of an A common way to start is to build out your campaigns according to your AdWords account 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 that are not competitive, you may run out of budget quickly and lose out on the Chapter 2: Test keywords with low competition. Account Campaign Ad Group Keyword Ad On / Off x x x x x Control Reporting x x x x x Bidding x Strategy Schedule x Budget x Bidding x x Location x Facebook Ads & Google AdWords (PPC) Equinet 59 Academy
Creating your first AdWords Display advertising campaign 1. From your AdWords campaigns dashboard, select “+Campaign”. Chapter 2: Test 2. Select “ Display Network only”. Note: It is highly recommended not to mix Display campaigns with Search campaigns. Facebook Ads & Google AdWords (PPC) Equinet 60 Academy
Creating your first AdWords Display advertising campaign Fill in your campaign name and Chapter 2: Test select “No marketing objective” and “All Features” Select the Location you’d like to target Facebook Ads & Google AdWords (PPC) Equinet 61 Academy
Choose how to target your ads: Creating your first AdWords Display Keywords matches based on Display advertising campaign keywords that you bid on, and the keywords that appear within the site’s contents. Interests & Remarketing audiences are built with cookies. When users visit sites in the Google Display Network, cookies Chapter 2: Test record the sites where the user has been on to help form a profile of the user. . Use a different targeting method such as Topics targeting where you select sites based on their topical categories. Note: It is not important to settle on any single targeting method at this point - they are changeable at any point and can be layered atop one another. Recommended: Leave “Targeting Optimisation” unchecked at this point - machine based learning takes time! Facebook Ads & Google AdWords (PPC) Equinet 62 Academy
Creating your first AdWords Choose an ad type to create. Display advertising campaign Image ads are by far the most common ad format. AdWords no longer accept and serve Flash creatives. HTML5, JPG, GIF and popular image formats allowed. (Ad Specs here: https://support.google.com/ adwordspolicy/answer/176108?hl=en) Chapter 2: Test Tip: 300x250 and 728x90 ads are two of the most widely accepted and effective ad sizes. Responsive ads are new ads that can adapt to the layout of the website. This is part of Google’s push into the Native Ads world. Native ads are disguised advertisements that match the form and function of the platform. Facebook Ads & Google AdWords (PPC) Equinet 63 Academy
Setting up Remarketing Lists Creating Remarketing Lists allow you to collect groups of users / audiences that have been to your site(s). Depending on how you set up Chapter 2: Test your lists, you may use them as intent signals to help meet your objectives. 1. Click on “Shared Library” 2. Click on “Audiences” to create a new conversion. 3. Click “Set up remarketing” Facebook Ads & Google AdWords (PPC) Equinet 64 Academy
Setting up Remarketing Lists 1. Click “Set up remarketing” 2. A lightbox will appear, click “View AdWords tag for Chapter 2: Test websites” 3. Pass the tag to your web developer to implement on all pages of your website in the footer section, before the closing </body> tag Facebook Ads & Google AdWords (PPC) Equinet 65 Academy
Setting up Remarketing Lists 1. Click “+ Remarketing List” 2. A new page will appear for you to set your remarketing list criteria 3. Once you are done, click save and the list will start collecting Chapter 2: Test cookies. Tip: Remarketing List Ideas 1. Past Converters 2. Cart Abandoners 3. Specific Site Section 4. Viewed Products 5. Recent Visitors Facebook Ads & Google AdWords (PPC) Equinet 66 Academy
Creating your first AdWords Search advertising campaign 1. From your AdWords campaigns dashboard, select “+Campaign”. Chapter 2: Test 2. Select “ Search Network only”. Note: It is highly recommended not to mix Display campaigns with Search campaigns. Facebook Ads & Google AdWords (PPC) Equinet 67 Academy
Creating your first AdWords Search advertising campaign Fill in your campaign details and select “All Features” Uncheck the “Include Search Partners” If the option is left checked, the Chapter 2: Test ads may appear on Google’s search partners like Ask.com. Google does not provide an official list of all search partners. You are also unable to exclude any search partners based on performance or preference. Facebook Ads & Google AdWords (PPC) Equinet 68 Academy
Choose your bidding strategy: Creating your first AdWords Maximize Clicks automatically sets your bids to help get as many clicks as possible within your budget. Search advertising campaign Target Search Page Location automatically sets your bids to help increase the chances that your ads appear at the top of the page or on the first page of search results. . Target Outranking Share: You choose a domain you want to outrank in search results and how Chapter 2: Test often you want to outrank it, and AdWords automatically sets your bids to help meet that target. Target CPA automatically sets bids to help get as many conversions as possible at the target cost- per-acquisition (CPA) you set. Some conversions may cost more or less than your target. Enhanced cost-per-click (ECPC) automatically adjusts your manual bids (by up to 30%) to try to maximize conversions. Whatever bidding strategy you Target ROAS automatically sets bids to help get choose, as much conversion value as possible at the target return on ad spend (ROAS) you set. Some do not set conversions may have a higher or lower return and forget! than your target. Facebook Ads & Google AdWords (PPC) Equinet 69 Academy
Fill in your ad group details Creating your first AdWords Choose an ad type to create. Search advertising campaign Text ads are standard ads you see on the search engine results page. Dynamic search ads are popular among big e-tailers like Qoo10. Chapter 2: Test Google will automatically crawl content (including keywords!) from your website and send them to the corresponding page. Mobile app engagement ads help to drive users back to apps they’ve already installed by showing “Installed” and upon clicking launches the app. Call-only ads initiates a phone call upon clicking, this differs from the usual behaviour of sending searchers to a website. Facebook Ads & Google AdWords (PPC) Equinet 70 Academy
Important Note About Location Options! AdWords will select “People in, searching for, or who show interest in my targeted location (recommended)” by default Chapter 2: Test 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. Facebook Ads & Google AdWords (PPC) Equinet 71 Academy
How to Conduct Effective Keyword Research Chapter 2: Test Navigate to Keyword Planner to conduct your keyword research. Facebook Ads & Google AdWords (PPC) Equinet 72 Academy
How to Conduct Effective Keyword Research Select keywords that are relevant to your products/services and add them to your ad group. Chapter 2: Test 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. Facebook Ads & Google AdWords (PPC) Equinet 73 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, Search Terms Search Terms you could use broad match to Chapter 2: Test show your ad to a wide MINI Cooper Broad Match Mini Cupcakes Apple Strudel audience or you could use exact match to hone in on specific groups of customers. Modified Cooper MINI +MINI +Cooper MINI Showroom Broad Singapore Important note: MINI Cooper “MINI Cooper” Phrase Match Cooper MINI Choosing the wrong match Singapore types can result reaching the wrong audience and wastage [MINI Cooper] Exact Match Mini Cooper S MINI Cooper of clicks. -Cupcakes Negative Mini Cupcakes MINI Cooper Facebook Ads & Google AdWords (PPC) Equinet 74 Academy
Know What Search Queries Triggered Your Ads Run a Search Query Report 1. Select any active campaign 2. Go to “Keywords” tab Chapter 2: Test 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. Facebook Ads & Google AdWords (PPC) Equinet 75 Academy
Writing an Effective Ad Copy Call Extensions Structured Snippets Callout Extensions Chapter 2: Test Sitelinks 1. Understand your customers’ concerns 2. Use a strong headline 3. Include a Call-To-Action 4. Leverage Ad Extensions Facebook Ads & Google AdWords (PPC) Equinet 76 Academy
Conversion Tracking A conversion is simply any with Google AdWords action or user interaction that you deem to be of value to you. 1. Within Google AdWords, navigate to Tools > Conversions. Chapter 2: Test 2. Click “+ Conversion” to create a new conversion. Only put the Conversion Tracking Code on pages that you want to count as a conversion, most commonly the “Thank You” pages after a successful sale or lead form submission. Failing to do so will cause inaccuracies in tracking conversions. Facebook Ads & Google AdWords (PPC) Equinet 77 Academy
Conversion Tracking with Google Analytics Alternatively, you may set up goals through Google Analytics and import them to your Google AdWords account. To setup conversions through Google Analytics, you have to: Chapter 2: Test 1. Using the same Google Account , establish a link between Google AdWords and Google Analytics (under Admin > AdWords Linking > +New Link Group and select the AdWords account) 2. Create Goals in Google Analytics and import them into AdWords Facebook Ads & Google AdWords (PPC) Equinet 78 Academy
Recap Understanding the structure of your AdWords account will help you better organise your ads. How to create your first AdWords Display Advertising campaign. How to create your first AdWords Remarketing List. Chapter 2: Test How to create your first AdWords Search Advertising campaign. How match types can affect when your ads show up. How to conduct keyword research with Google Keyword Planner. How to run a search query report. Best practices for Ad Creatives and Landing Page. How to set up Conversion Tracking. Facebook Ads & Google AdWords (PPC) Equinet 79 Academy
3 Chapter Overview Analyse Key PPC success metrics to track and analyse & Refine Identifying weaknesses and strengths through your AdWords reports and making appropriate adjustments Mini-Exercise Measuring and making adjustments to your AdWords campaigns Facebook Ads & Google AdWords (PPC) Equinet 80 Academy
Assisted Clicks / Conversions Before you determine whether Chapter 3: Analyse & Refine a keyword or ad group is performing poorly, check the assisted clicks/conversion. Though a keyword or ad group may not be the one directly influencing a conversion, it could be indirectly influencing another click or conversion. Facebook Ads & Google AdWords (PPC) Equinet 81 Academy
Quality Score How is Quality Score determined: Chapter 3: Analyse & Refine •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 Facebook Ads & Google AdWords (PPC) Equinet 82 Academy
Impression share Available network-specific impression share metrics include: Search impression share: The impressions you’ve received on the Search Network divided by the estimated number of impressions you were eligible to receive. Display impression share: The impressions you’ve received on the Display Network divided by the estimated number of impressions you were eligible to receive. Chapter 3: Analyse & Refine Search Lost IS (budget): The percentage of time that your ads weren't shown on the Search Network due to insufficient budget. This data is available at the campaign level only. Display Lost IS (budget): The percentage of time that your ads weren't shown on the Display Network due to insufficient budget. This data is available at the campaign level only. Search Lost IS (rank): The percentage of time that your ads weren't shown on the Search Network due to poor Ad Rank in the auction. Note: Lost IS (rank) won't be shown on your Ad groups tab if you ran out of budget at any point during the date range being examined. Display Lost IS (rank): The percentage of time that your ads weren't shown on the Display Network due to poor Ad Rank. Note: Lost IS (rank) won't be shown on your Ad groups tab if you ran out of budget at any point during the date range being examined. Search Exact match IS: The impressions you've received divided by the estimated number of impressions you were eligible to receive on the Search Network for search terms that matched your keywords exactly (or were close variants of your keyword). Not available for Shopping campaigns. Source: https://support.google.com/adwords/answer/2497703?hl=en Facebook Ads & Google AdWords (PPC) Equinet 83 Academy
Ad Creative Performance Chapter 3: Analyse & Refine Delete ads that have lower conversions Facebook Ads & Google AdWords (PPC) Equinet 84 Academy
Ad Schedule Under the campaigns tab, click “Segment > Time > Hour of day.” Chapter 3: Analyse & Refine Here you can see the time of the day where you receive the most clicks. This is when you may wish to increase your bids to generate more clicks. A pizza delivery service for example might receive the most clicks during lunch period. Increasing their bids during this period will increase their ad visibility, giving them more exposure. Facebook Ads & Google AdWords (PPC) Equinet 85 Academy
Placements Report Find out where your ads appear on the Display Network The Placements tab shows all of the web pages, apps, and videos where your display ads appeared, regardless of targeting method. You’ll see both managed placements that Chapter 3: Analyse & Refine you selected to show your ads, and automatic placements where your ads were matched automatically based on one or more of your other targeting methods, such as keywords or topics. Exclude placements with poor conversions/CPAs. Tip: If you find that all mobile app traffic are poor performing, you can negative all ad placements in mobile apps by adding a Placement Exclusion for “adsenseformobileapps.com.” Facebook Ads & Google AdWords (PPC) Equinet 86 Academy
View-through Conversions What is a View-through conversion A view-through conversion happens when a customer sees an image or rich media ad, then later completes a conversion on your site. This is different from a click-through conversion, which happens when a customer had previously clicked on an ad (such as on the Chapter 3: Analyse & Refine Google Search or the Google Display Network) and then completed a conversion on your site. The last impression will get credit for the view- through conversion. View-through conversions automatically exclude conversions from people who have also clicked your Search or other Display ads. Benefits of view-through conversions View-through conversions is a helpful way to track the value of your display ad campaigns on the Google Display Network. That's because it measures the conversions where a customer saw—but didn't click—a display ad on the Google Display Network before completing a conversion. In turn, this can help determine the best places to advertise. Facebook Ads & Google AdWords (PPC) Equinet 87 Academy
Exercise: Identify the following Keyword Report 1. Keyword with the highest CTR? Chapter 3: Analyse & Refine 2. Keyword with lowest CPC? 3. Keyword with the most Converted Clicks? 4. Keyword with the lowest Cost / Converted Click? 5. What Keywords have low Quality Score? Should you remove them? 6. What Keywords would have the least impact if you were to increase budget? 7. What Keywords would benefit from an increase in bid price? 8. Which keywords would you pause to cut down on spending? And why? Facebook Ads & Google AdWords (PPC) Equinet 88 Academy
Exercise: Identify the following Ad Report Chapter 3: Analyse & Refine 1. Which ad would you delete from the campaign? Why? 2. Which ad converts customers at the best conversion rate? 3. Which ad has the best headline? Schedule Report 1. What time would you bid higher for? 2. If you need to cut costs, what time would you lower your bids for? 3. What time is the most cost efficient to acquire conversions? Facebook Ads & Google AdWords (PPC) Equinet 89 Academy
Testing & Optimisations 4 Basics of What is a Landing Page? Testing Creating an Effective Landing Page What is A/B Testing? How to A/B Test Introduction to Pay Per Click Marketing Facebook Ads & Google AdWords (PPC) Equinet 90 Academy
What is a Landing Page? A standalone web page distinct from your main website that has been designed for a single focused objective Chapter 4: Basics of Testing Clickthrough Lead Generation Landing Page Landing Page Facebook Ads & Google AdWords (PPC) Equinet 91 Academy Images source: http://www.unbounce.com
Creating an Effective Landing Page 1. Clean and organised design. Too much clutter drives people away and makes it hard for people to Chapter 4: Basics of Testing find information. 2. Don’t make them think! If its supposed to be a link or button, then it should look like a link or a button 3. Avoid having hyperlinks on your landing page that do not lead users to your goal. 4. Keep your forms short. The lesser the number of fields are, the more completions you should get. Trust Signals / 5. Tailor your landing pages. If you run an online Social Proof store covering multiple geographical locations, considering dynamically changing text elements such as “Free Shipping to XXXX” Image source: http://www.wordstream.com/effective-landing-pages Facebook Ads & Google AdWords (PPC) Equinet 92 Academy
Landing Page Best Practices Understand user intent (Which part of the buying funnel is the customer in?) Cater your content to them (informational vs. promotional). Chapter 4: Basics of Testing Match your landing page to your ad creative. Ensure the keywords you are targeting are also found on your landing page. Trustworthy, relevant, and useful. Optimise for both desktop and mobile + fast loading times Compare the landing pages of your competition Conduct A/B Testing Recommended reading: • http://unbounce.com/docs/ppc-landing-pages-guide.pdf Facebook Ads & Google AdWords (PPC) Equinet 93 Academy
What is A/B Testing? What can you A/B test? Everything, as long as you get enough volume to make meaningful conclusions. In Digital Marketing, Emails, Ad Copies, Display Banners and Landing Pages are Chapter 4: Basics of Testing commonly tested to maximise conversions. How should you A/B test? It is recommended to change only single element at anytime so you can draw a reasonable conclusion that it was that single change responsible for the lift over control. How do I determine the winner? You may use a split test calculator from https://www.thumbtack.com/labs/abba/ A/B testing is an experiment where two variants of a page to determine if a variation is statistically are shown to users at random , and statistical analysis is proven to outperform the control. used to determine which variation outperforms the other for a specific conversion goal. Facebook Ads & Google AdWords (PPC) Equinet 94 Academy Images source: http://www.optimizely.com
How to A/B Test a Landing Page? What Can You A/B Test? 1. Headline Chapter 4: Basics of Testing 2. Sub-Headline 3. Call to Action 4. Hero Image 5. Main Copy How to A/B Test a Landing Page? You should use a testing tool that splits your website traffic. A good tool will allow you to choose how much traffic to send to the test pages and the split between control and variation. 1. Google Content Experiments 2. Optimizely 3. VWO 4. Marketing Automation Products - Marketo, Eloqua, etc Facebook Ads & Google AdWords (PPC) Equinet 95 Academy
How to A/B Test an Ad? What Can You A/B Test? 1. Headline 2. Display URL (for Text Ads) Chapter 4: Basics of Testing 3. Call to Action 4. Main Copy 5. Image (for Display/Banner Ads) How to A/B Test an Ad? You should select the setting on your chose platform (Facebook, AdWords, etc) to rotate or serve ads on an even distribution. You will need an even distribution to allow a fair comparison - if other ad rotation settings are chosen, you will end up with lopsided metrics which are meaningless for analysis. Facebook Ads & Google AdWords (PPC) Equinet 96 Academy
Ad Creative Best Practices Do a live search on your competitors’ ads and highlight what makes Chapter 4: Basics of Testing you unique. Sell the benefits - not talk about features or specs Match your ad to your landing page. Include at least one of your keywords. Conduct A/B Testing Recommended reading: • The Science of Successful Facebook Ads by Hubspot. • http://searchengineland.com/3-signs-landing-page-copy-leaving-visitors-high-dry-253536 Facebook Ads & Google AdWords (PPC) Equinet 97 Academy
5 Chapter Overview Dealing with Am I hitting my max potential in click volume? Common Who are competitors in the auction? Scenarios Should I always bid for No.1 position? Should I bid on my brand keywords? Even if I’m ranking #1 organically? What can I do if the keywords are too expensive? Measuring and making adjustments to your AdWords campaigns Facebook Ads & Google AdWords (PPC) Equinet 98 Academy
Scenario #1: Am I hitting my max potential in click volume? Chapter 5: Analyse & Refine 1. Look at your CTR. Is there room for improvement? A 1% is decent, but 10-20% is not impossible. 2. Can you write better ads to entice searchers to click on it? 3. Is your bid too high for your daily budget? i.e, spending too much, acquiring too little traffic? 4. Examine your Impression Share - is it close to 90%? 5. If Impression Share is low, what is the reason? Check your IS Lost due to Rank and IS Lost due to Budget Facebook Ads & Google AdWords (PPC) Equinet 99 Academy
Scenario #2: Who are my competitors in the auction? Go to “Tools > Ad Preview and Diagnosis” Enter a keyword you are bidding for. Chapter 5: Analyse & Refine Google will perform a search that does not add an impression to the keywords you are bidding on. The same tool can be used to check if your keywords are appearing on searches if you would like to perform and ad- hoc check. Facebook Ads & Google AdWords (PPC) Equinet 100 Academy
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