Google AdWords Instruction Manual for the Search hero Utility Belt Your indispensable guide to saving time with the new AdWords interface and gaining valuable insights with Google’s search advertising tools
Contents Introducing the new search hero marketer Be 40% more efficient with the new AdWords interface 1 3 Manage existing AdWords campaigns Analyse trends using the performance graph Use the keywords tab to find data fast Bid changes are now easier 4 5 6 7 Work with new AdWords campaigns Use Insights for Search to analyse search trends Research impression levels using the Keyword Tool 8 9 10 Optimise AdWords campaigns Generate keywords using the Search-based Keyword Tool Refine keyword lists with the
Introducing the new search hero marketer “Half the money I spend on advertising is wasted, and the problem is I do not know which half.” – John Wanamaker, entrepreneur, 1838-1922 The internet revolution means the new marketers of today can view John Wanamaker’s musing as humorously anachronistic. Perhaps ironically, you – the new marketer of today – sit atop a mountain of data. You know the return of every pound you spend. You know which advertising messages work and which don’t.
“At night I live a pretty mundane existence, but during the day I become… The Keyword Kid! That’s because I wear my Search Hero Utility Belt when I manage my online advertising campaigns.
Be 40% more efficient with the new AdWords interface Task Number of clicks using the previous AdWords interface Number of clicks using the new AdWords interface New AdWords interface is more efficient by… See where ads are appearing on the content network, account wide 7 2 71% Detect any spikes in clicks in a campaign over the last month 7 3 57% Identify all keywords in your account that had 3 or fewer impressions last month 13 7 46% View performance data for search queries for your campaign
Manage existing AdWords campaigns -4-
Analyse trends using the performance graph “It’s Monday morning! Has my important campaign delivered a consistent level of impressions over the weekend? I find the right campaign quickly using the tree navigation on the left hand side.” “I glance at the performance graph in the centre of the page. The level of impressions is what I would expect.
Use the keywords tab to find data fast “But why?! I click the Keywords tab because I want to see my bestperforming keywords. Instantly, I find them without having to pull a report or dig around several ad groups in the campaign, thanks to a new feature called roll-up tabs.
Bid changes are now easier “Outbid by a competitor! But I’m still within my CPA target, so I can bid more. I increase my bid to reclaim top position. It’s quick and easy using in-line editing; I click the current bid, type in the change then hit ‘Save’. I increase the daily budget for the campaign in the same way. I’ve been able to troubleshoot the problem and fix it in seconds.
Work with new AdWords campaigns -8-
Use Insights for Search to analyse search trends “I’m planning a new campaign for a hotel in Barcelona. When should I spend the advertising budget? My gut feeling is that hotel demand will peak in the summer. I use Google Insights for Search to check.” “Surprising! The spike in search volumes occurs in January.” “I need to build a keyword list quickly! Insights for Search shows the top related and rising queries to give me a head start.
Research impression levels using the Keyword Tool “I use a number of ways to generate keyword lists, including the Google AdWords Keyword Tool which now shows the previous month’s search volume by keyword.” “A recent campaign for this hotel had a CTR of 2%. The average search volume is 246,000 for ‘barcelona hotels’. So, I may receive 4,920 clicks. I use the est. average CPC to calculate the monthly budget: £17,810.” Google AdWords Keyword Tool: 8 http://adwords.google.co.
Optimise AdWords campaigns - 11 -
Generate keywords using the Search-based Keyword Tool “A new Italian food campaign is not delivering enough impressions. How do I up the ante? By adding more keywords of course, but I want to avoid adding keywords that won’t be searched for. The SearchBased Keyword Tool is a search hero’s friend. I give it the URL of the website. It gives me back a list of new keyword suggestions based on actual searches made by Google users. Cool.” Search-Based Keyword Tool (coming soon in more languages): 8 google.
Refine keyword lists with the Search Query Report “I want even more traffic. The Search Query Report tells me which search terms trigger my broad matched keywords. This report is easy to access in the new interface. I find terms I hadn’t thought of before. In a few clicks I add them to my campaign as keywords, with separate bids to increase exposure. For any search terms not performing well, I select them as negative keywords. Easy.
Use filters to identify high potential keywords “Now I want to review poorly performing keywords: those that haven’t generated any clicks after receiving 500 impressions. I would pull a report using the previous interface. Instead I use filters in the new interface to find these terms.” “That pesky keyword ‘pesto’ is the only one. No clicks at all. I think I’ll change the ad text and give it another go.
Deliver strong content network results “Time to review content network performance using the Networks tab. I click ‘show details’ next to Automatic placements to see which placements my ads appear on.” “My ads on urbanpath.com have a high CTR: 3.81%. I want to add this placement to my campaign. I tick the box next to it, then click ‘Manage placement and bid’ and set a bid. Done.
Get up to speed (faster than a bullet) So that’s how you can use the Search Hero Utility Belt to improve your AdWords campaigns. Visit the new AdWords interface site for help videos and FAQs: 8 www.google.
# Keyboard shortcuts for the new AdWords interface Global navigation: G then O: Go to All Online Campaigns G then C: Go to Campaigns tab G then R: Go to Ad groups tab G then K: Go to Keywords tab G then N: Go to Networks tab G then A: Go to Ads tab G then S: Go to Settings tab Table navigation and actions: J/K: Next/previous row in the primary data table X: Select current row (shift+X for multiple rows) E: Edit P: Pause N: Enable D: Delete L: Download The new AdWords interface site: 8 www.google.
Looking for more? www.google.com/intl/en_uk/adwords/newinterface © Copyright 2009. Google is a trademark of Google Inc. All other company and product names may be trademarks of the respective companies with which they are associated.
