Google ads: principles, functions of its information system, getting skills and learning, examples Prof.dr. Dalia Kriksciuniene Vilnius University, Lithuania Masaryk University, Faculty of Informatics, Brno, 2022 The purpose and tasks of Google Ads Types of ads: text, banner, video, mobile. Search opportunities • Placement of ads for the browsing user: search vs Image, Video ads Structure Advertising in search network Main rules for writing an Ad: •structure, •content, •syntax, •keywords, •landing page, •extension Information adjustment Impression share: parodymų dalis - procentais išreikštas jūsų reklamos parodymų ir paieškų srauto santykis. Šį kriterijų įtakoja reklaminės kampanijos nustatymai, ar skelbimai yra patvirtinti Google, nustatyta raktažodžių kaina ir skelbimų „kokybės balas“. Lost IS(budget): parodymų dalis kurią praradote dėl biudžeto ribojimų. Šituos parodymus būtų galima gauti nuėmus biudžeto ribojimus. Lost IS(rank): parodymų dalis kurią praradote dėl skelbimo reitingo. Šituos parodymus būtų galima gauti pagerinus reklamines pozicijas ir reklaminės kampanijos kokybę. In „campaigns“ add columns with „impression share“ Keyword optimization Kelios pastabos apie raktažodžius: •Adwords sistemoje nėra skirtumo tarp mažųjų ir didžiųjų raidžių – pavyzdžiui „Vilnius“ ir „vilnius“ yra atpažįstami kaip vienas ir tas pats žodis. •Nėra reikalo raktažodžiuose naudoti skyrybos ženklų, Vilnius-Londonas ir Vilnius Londonas tai sistemoje yra viena ir ta pati frazė. „Keyword matching“ – Broad match broad match: skelbimas rodomas, jei ieškoma panašių frazių ir susijusių variantų +modified broad match: **galimybė, turintį daugiau kontrolės megu broad match, bet platesnė negu „phrase match“. Reikalauja, kad frazėje būtų tikslus žodis, prie kurio yra + „phrase match“: skelbimas rodomas, jei yra tiksli frazės atitiktis. [exact match]: skelbimas rodomas tik konkrečiam raktažodžiui „Keyword matching“ pasirinkimai Exact match: [plastikiniai langai] – tik, jei kažkas įveda į paiešką būtent plastikiniai langai; Phrase match: „plastikiniai langai“ – plastikiniai langai, pigūs plastikiniai langai, plastikiniai langai vilniuje ir t.t. Extended broad match: +plastikiniai +langai – plastikiniai langai, gamina plastikinius langus, plastikinių langų montavimas, plastikiniai apvalūs langai ir t.t. Broad match: plastikiniai langai – plastiko langai, mediniai langai, langų skaičiuoklė, geri langai, langų gamyba šiauliuose ir t.t. Search terms Search terms ataskaitoje galima rasti visas frazes, kurių ieškoję žmonės atrado mūsų reklamą. Taip galime atrasti idėjas naujiems raktažodžiams, kuriuos galime įkelti į reklaminę kampaniją, o taip pat surasti netinkamas frazes, kurias galime panaudoti kaip „negative keywords“. New account Payment Ads account structure Paskyra Kampanija 2 Kampanija 3 Kampanija 1 Skelbimų grupė Skelbimų grupė Skelbimų grupė Skelbimų grupė Skelbimų grupė Skelbimų grupė Skelbimų grupė Raktažodžiai + tekstai Raktažodžiai + tekstai Raktažodžiai + tekstai Raktažodžiai + tekstai Raktažodžiai + tekstai Raktažodžiai + tekstai Raktažodžiai + tekstai Kampanijos – atskiras kampanijas verta kurti tada, kai norime reklamuotis keliose šalyse, kai planuojame reklamuotis paieškoje ir vaizdiniame reklamos tinkle, kai turime skirtingas veiklos rūšis, kai norime skirtingoms veikloms priskirti skirtingus biudžetus; Skelbimų grupės – jas kuriame taip, kad kiekvienoje jų galima būtų sugrupuoti panašius raktažodžius. Galima kurti atskiras grupes skirtingiems produktų ar paslaugų rūšims, skirtingas grupes bendrinėms ir tikslinėms frazėms ir t.t. Pastaba – vienas iš paprastų ir veiksmingų būdų sukurti reklaminės kampanijos struktūrą – remtis reklamuojamo tinklapio struktūra. Pavyzdys – paskyros struktūra Dgital Academy UAB „Durlanva“ Langai Vartai Durys Lauko Mediniai Plastiko Garažo vartai Automatika Kiemo vartai Vidinės Raktažodžiai + tekstai Raktažodžiai + tekstai Raktažodžiai + tekstai Raktažodžiai + tekstai Raktažodžiai + tekstai Raktažodžiai + tekstai Raktažodžiai + tekstai UAB „Durlanva“ Visos prekės Lauko durys Mediniai langa Plastiko langai Garažo vartai Automatika Kiemo vartai Vidinės durys Darbas su Adwords paskyra - pagrindai Navigacija paskyroje •Home – bendros paskyros statistikos; •Campaigns – kampanijų statistikos ir administravimas; •Opportunities – automatiniai pasiūlymai, susiję su kampanijomis; •Tools and analysis – šioje rubrikoje rasime pakeitimų istoriją, sąsają su Google Analytics, raktinių žodžių įrankį; •Billing – viskas, kas susiję su mokėjimais; •My account – paskyros nustatymai, tarp jų vartotojų administravimas. Navigacija paskyroje Būdami „Campaigns“ skiltyje galime peržiūrėti statistiką, sustabdyti arba atnaujinti kampaniją, susikurti naują kampaniją. Analogiškus pasirinkimus turime ir „Ad groups“ (skelbimų grupių), „Ads“ (skelbimų), „Keywords“ (raktažodžių) skiltyse. „Settings“ skiltyje galime pakeisti kampanijų rodymo šalis ir kalbas, dienos biudžetus ir pan. „Dimensions“ skiltis leidžia pasižiūrėti statistiką pagal dienas, savaites, mėnesius, taip pat pagal vietoves. Keyword planner: selecting keywords, making their list, adjusting by reach and cost Adwords Keyword Planner Digital Academy Adwords Digital Academy Adwords Informacijos atvaizdavimas Digital Academy Galime keisti duomenis, kurie yra atvaizduojami paskyroje, pridėti ir išimti tam tikrus stulpelius: Pavyzdžiui, „keywords“ dalyje galime pridėti stulpelį su Quality score“ informacija Auction principle, Quality of the webpage (CRT(click through rate+Relevance+Landing page = psge rank and adjusted price Optimize quality score AdWords Rating of our ad Ad Rank Maximum payment for click in Keyword planner (Max CPC) Quality score 1,00 EUR 8 1,00 EUR 10 2,35 EUR 3 Ad rank Max CPC Quality score AdWords Actual CPC what exactly is paid per click Digital Acdemy 10 1,00 EUR 10 8 1,00 EUR 8 7 2,35 EUR 3 Ad rank Max CPC Quality score 8/10 7/8 minimum Actual CPC 0.80 EUR 0.88 EUR Min. EUR Paskutinėje vietoje esantis moka tam tikrą minimalią vertę, reikalingą pasirodymui paieškos rezultatuose (Google neatskleidžia, kiek konkrečiai). Kuo quality score yra mažesnis, tuo tokia reklama gali turėti aukštesnę kainą (matuojama taip vadinamu „estimated first page bid“). Budget allocation: per click, daily, monthly •Daily may vary + / - 20 % •Monthly will not exceed the set value Google Ads pricing application: how much does it cost to advertise, risk due to auction principle •Start payment from above 50 USD •Mantly payment with periodic adjustment •Minimum value (not announced) for expense <50 Connection of Google Ads and Google Analytics •As menu items in GA Google Ads monitoring of the Google Merchandise Store (In Google Analytics Demo account •Demo Google Ads skills, certification •https://analytics.google.com/analytics/academy/ Ads sample Headline [ child pratices] in Child Care Service Association Description line 1 Additional activities for children near home Description line 2 The best place for children summer camp! Display URL www.childcareservices.org Destination URL https://www.childcareservices.org/families/additional-resources/ Keywords additional child activities activities children activities in North Carolina Additional keywords more activities for children perfect summer camp practices for children near home Gustė - Find child care Headline Child care + near home Description line 1 find the best child care in CCSA Description line 2 best quality child care in North Carolina Display URL www.childcareservices.org/paying-for-child-care Destination URL https://www.childcareservices.org/families/find-child-care/ Keywords child care near home education for children near home Additional keywords best quality care for children children education in North Carolina Headline [ child pratices] in Child Care Service Association Description line 1 Additional activities for children near home Description line 2 The best place for children summer camp! Display URL www.childcareservices.org Destination URL https://www.childcareservices.org/families/additional-resources/ Keywords additional child activities activities children activities in North Carolina Additional keywords more activities for children perfect summer camp practices for children near home Gustė - Find child care Headline Child care + near home Description line 1 find the best child care in CCSA Description line 2 best quality child care in North Carolina Display URL www.childcareservices.org/paying-for-child-care Destination URL https://www.childcareservices.org/families/find-child-care/ Keywords child care near home education for children near home Additional keywords best quality care for children children education in North Carolina Ads strategy sample Google Ad grants experience for students: GOMC (Google online marketing challenge) by Google •https://www.google.com/grants/get-help/nonprofit-marketing-immersion/ Proprietary + Confidential Ad Grants OMC Post-campaign Report Proprietary + Confidential Executive Summary 1 Identify problem and set a goal to increase website traffic and donations. 2 Working with strategy development. 3 Analyzed Child Care Services Association website and systematized the information. 4 Identify ad group of CCSA: Providers group, Families group, Donators group. 5 Identify and create ad company: Educators, Directors, Find Child Care, Additional Resources, Donate for CCSA, Donate to Covid-19 Relief Fund. 6 Upload created ad campaigns to Google Adwords system. Proprietary + Confidential Campaign Overview Proprietary + Confidential Core Performance Metrics The campaign had solid number of impressions, although total number of impressions decreased, the same was with clicks and CTR. On the other hand, it is hard to say if the campaign was weak or it had to be active for more time to increase some metrics. Proprietary + Confidential Impressions Clicks CLICK THROUGH Rate % Campaign 12 5,38% Ad group 2 Ad group 3 6 0 6,52% 0% 0 92 Ad group 1 6 4,58% 131 223 Proprietary + Confidential Online Marketing Strategy Analysis Strategy: Increase website traffic and donations Goal 1: Drive more web traffic of child care providers in North Carolina Goal 3: Increase donations Goal 2: Drive more web traffic of families looking for child care in North Carolina Achieved overall quite good impressions total rate (223). Total clicks rate is very low (12) Overall this goal is not achieved, because clicks rate is very low (6), but impressions rate is quite good (131). Overall this goal is not achieved, because clicks rate is very low (6), but impressions rate is quite good (91). This goal is not achieved. Campaign and ad groups have no impressions and clicks. Proprietary + Confidential Marketing Goal Achievement and Social Impact ●The organization is doing a great job in a child care area. They are helping the children in need to get a proper child care and education and moreover they are helping the educators and child care providers to get some additional money for their work. ●Our campaign was focused on the goal the non-profit organization had to us, to increase the web traffic of their target audience, so we did our best to show the ads to the target audience and not to the people who are not interested in the activity of this organization. Proprietary + Confidential Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem A B C D Recommended Next Steps The company could optimise their website to include more text and searched keywords and negative keywords. To make an online donation's form for better website quality and google search optimisation. Create at least 100 different ads for each group. Invest in more expensive keywords in the first week of your ads for better ads competition. Proprietary + Confidential Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem Learning Objectives Outcome Group Dynamics Client Dynamics Learning Component Create a campaign Team work Increase site traffic Time management Division of activities Repairing each other 223 Impressions 3 Ads Campaign 13 running ads Compromises Knowledge Quick responses Teams experience of participation in GOMC • Google Ads experience for students: GOMAC competition by university alliance initiative • Example of student participation in GOMAC •https://www.gomachallenge.com/ •Winners by Regions and Years : https://www.gomachallenge.com/2022-gomac-winners/ • Price levels for advertising in the internet •The most common price range is 0.02 – 4 EUR per click •Depending on the type of ad, and the competition the prices differ •In Lithuania the horoscope webpage is cheap to advertise – 0.01- 0.02 EUR per click •However if there are 50 enterprises willing to advertise in this webpage and only 11 places for putting advertisement, the price goes up and can reach 0.5-0.6 EUR How to decide worth of advertising? •Main thing is conversion: •If we have only 5% response form the customers viewing the ad, it means that after 20 shows, one customer asks for the purchase (e.g. yielding 10EUR profit). This profit has to be similar to the sum of advertising expenses for 20 customers (20*CPC) Examples of conversions •The advertising by Adwords of legal (law) or insurance services in United States can cost 50-60 USD •However conversion yields about 4000 USD •In Lithuania the fast credits are rather expensive 1-2 EUR per click. But the conversions do not sufficiently cover expense. However the second credit has much larger level of conversion, than the first -about 20% . Thus it is reasonable to advertise 0% for the first credit as it attracts 2-time customers. Possible abuse •Automatically generated clicks can click on your ads. It means, that you will pay the cost per click sum as much as you have set in your budget, but no real customers will see your ad. •The competitors using same keywords for their product search can manually click your ads till they reach sum of your budget (usually similar firms use similar advertising budgets, therefore it is easy to guess). Then your ads will never be shown to customers using the competitive keyword set Possible solution •You can apply to Google for detecting automated click or manual clicking (defined by IP, location and reasonable interval of clicks or usual patterns of customer behaviour •If the abuse is confirmed, Google returns advertising expenses You can even make market forecast and define budget by Ads keyword prices •The real estate ad prices grew for 3 times till 2008, then fell down for 2 times, now recovering up •The most common advertising budget is 200-300 EUR per month •Largest enterprises have it 10,000/month •The top high- hosting centres (Mediashop) •Large enterprises are now moving to Youtube (acquired by Google due to its potential) •