1 2 3 4 [LECTURER NOTES] You will have already had your lecture on SEO, which gives you a good idea of the context behind Search as a whole. You will have an in-depth lecture on Analytics later in this course, but this lecture will touch briefly on Analytics in the context of PPC.

5 6 [LECTURER NOTES] All eyeballs, or ‘impressions’ of your ad are free. However the goal of PPC is to drive traffic to your site – so it’s in your best interest to generate as many clicks as possible within your budget. This is why this revenue model works for search engines.

7 [LECTURER NOTES] This is Irish data – however this could be universally applicable.

8 [LECTURER NOTES] Irish research data.

[RESOURCES] IAB/Amárach.

9 [LECTURER NOTES] What is the difference between SEM & SEO?

SEO impacts the organic/ natural listings on the Search Engine Results Page.

SEM (Search Engine Marketing/Paid Search/PPC) impacts the sponsored listing areas on the SERP.

Both SEO & SEM are about getting more visibility on and traffic from the search engines.

10 [LECTURER NOTES] It is important to consider your Search Engine Marketing strategy in the context of the entire search engine – so both SEO and PPC. This will allow you to develop a more comprehensive search strategy and make decisions that result in the best outcome for your business.

Which leads us to the strategic considerations – using PPC to fill in gaps where organic search is weak, increase (or double) your visibility across both paid and organic search for certain terms, or have immediate visibility while you wait for the results of your SEO work to come to fruition.

Without looking at your strategy in the context of the entire search engine, you can’t make these strategic decisions.

11 [LECTURER NOTES] It is important to consider your Search Engine Marketing strategy in the context of the entire search engine – so both SEO and PPC. This will allow you to develop a more comprehensive search strategy and make decisions that result in the best outcome for your business.

Which leads us to the strategic considerations – using PPC to fill in gaps where organic search is weak, increase (or double) your visibility across both paid and organic search for certain terms, or have immediate visibility while you wait for the results of your SEO work to come to fruition.

Without looking at your strategy in the context of the entire search engine, you can’t make these strategic decisions.

12 [LECTURER NOTES] Point out that PPC ads are placed to the right with some ads achieving ‘premium position’ and sitting above organic listings. Generally, the higher a listing appears on the search results page, the more clicks it receives. Few users go beyond the first page.

13 [LECTURER NOTES] Google have the largest share of the search engine market in Ireland (2014 data). With this in mind, we will focus on their advertising platform, Google AdWords, for the remainder of the lecture. However the basic principles of Search Engine Marketing are universally applicable, so the foundations of your learning will be relevant, regardless of the search engine!

[CUSTOMIZATION] The above uses Ireland as an example.

14 [LECTURER NOTES] Or more like – common acronyms. There are a lot of them in PPC! Pay Per Click, Paid Search and Search Engine Marketing – these terms are used to refer to PPC and all mean relatively the same thing. If we are to be specific about any differences between these three terms, we would say that: Search Engine Marketing – comprises of both SEO (Search Engine Optimization) and PPC (Pay Per Click). Paid Search – the process of placing advertising on search engine results pages. PPC (Pay Per Click) – includes Paid Search plus other websites within the search engine’s advertising network, e.g. websites on the Google Display Network or Bing/ Yahoo Network. However – you will see seasoned practitioners (including myself) using all of these terms interchangeably, and they are all equally correct – some are more general while others get quite specific. Cost Per Click – the amount you paid for a click on your ad. Click Through Rate – the rate at which users who have seen your ad, go ahead to click on it. It is calculated by expressing clicks divided by impressions, as a percentage, e.g. 100 impressions and 10 clicks = 10% Click Through Rate.

Google AdWords is the most popular PPC tool, used to create and manage campaigns running on Google Search and the Google Display Network. Bing and Yahoo have partnered to serve all advertising campaigns for both search engines and their Display networks from one management center. If you are familiar with using Google AdWords, and understand the fundamental principles of search engine marketing, then it should be straightforward to migrate what you know to Bing and Yahoo.

15 [LECTURER NOTES] Or more like – common acronyms. There are a lot of them in PPC! Pay per click, paid search and search engine marketing – these terms are used to refer to PPC and all mean relatively the same thing. If we are to be specific about any differences between these three terms, we would say that: Search engine marketing – comprises of both SEO (Search Engine Optimization) and PPC (Pay Per Click) Paid Search – the process of placing advertising on Search Engine Results Pages PPC (Pay Per Click) – includes Paid Search plus other websites within the search engine’s advertising network, e.g. websites on the Google Display Network or Bing/Yahoo Network. However – you will see seasoned practitioners (including myself) using all of these terms interchangeably, and they are all equally correct – some are more general while others get quite specific. Cost Per Click – the amount you paid for a click on your ad. Click Through Rate – the rate at which users who have seen your ad, go ahead to click on it. It is calculated by expressing clicks divided by impressions, as a percentage, e.g. 100 impressions and 10 clicks = 10% click through rate.

Google AdWords is the most popular PPC tool, used to create and manage campaigns running on Google Search and the Google Display Network. Bing and Yahoo have partnered to serve all advertising campaigns for both search engines and their Display Networks from one management center. If you are familiar with using Google AdWords, and understand the fundamental principles of Search Engine Marketing, then it should be straightforward to migrate what you know to Bing and Yahoo.

16 17 18 [LECTURER NOTES]

Intent & Qualified Visitors – users are actively searching for the product/ service you offer. They are actively putting their hand up and saying ‘I want this product/ service’ – you just need to be there at the right time with your ad. Relevance – Your product or service needs to be relevant to what users are searching for. If a user is searching for red shoes, don’t serve them an ad that says you sell dresses. Timing – is everything. It’s about reaching users at the moment they need the product you offer. For example, a search for ‘burst pipe’ is the perfect time for a plumber to reach that audience with their services. Cost effective - You decide the maximum amount you’re willing to pay for a click, and how much you want to spend on your campaign. Accountability – everything is measured and transparent. You can see the number of times your ad was shown, the number of clicks on that ad, and for what search term the click was generated on… and so much more! Control - Paid Search allows you to control what keywords you bid on, and also what message you put in front of users when they search on that keyword. It is this level of control that makes PPC an accessible channel for all businesses, regardless of the size or the budget.

19 [LECTURER NOTES] Google employ a policy of fairness, and work on the premise that all advertisers should have an opportunity to be in the top position on the Search Engine Results Page – not just those with big budgets. It is out of this that the ad rank formula was developed – a formula which rewards the most relevant advertisers, that create and optimize their PPC campaigns in line with Google best practices, rather than those that spend the most money.

20 [LECTURER NOTES] The makeup of Quality Score – easily known as the ‘relevancy score’. Quality Score decides the final Cost Per Click and ad rank of your ad, so it’s important to consider it when creating and optimizing your campaigns. Quality Score is always assigned at the keyword level – hence why you see the keyword in the middle of the chart. CTR – high click-through rates indicate that users find the ad relevant to the keyword they searched for. This is a positive signal to Google so it will assign a higher quality score to those with a good CTR. Creative – is the ad copy relevant to they search term the user typed in? Does the headline, description line and URL match what they are looking for? Search query– how competitive is the landscape for this particular search query? Does it see a high search volume? Are there a high number of advertisers bidding on it? If a query is particularly ‘unpopular’ or has been seen to ‘perform poorly’ on Google historically (ads with a low CTR, low search volume), it tends to be assigned a lower quality score initially. Your own account performance later overrides that Quality Score. Landing page – how relevant is the landing page to the ad the user saw, and the search term they entered? Does it load quickly? Is it easy to navigate? Ad group – the historical performance of the ad group (and even campaign or account) that your keyword is in has an effect on performance. If the account is performing well as a whole, this can lead to a better individual keyword Quality Score.

21 [LECTURER NOTES] More details: http://www.kaushik.net/avinash/digital-marketing-and- measurement-model/ This will be covered in more detail in your Analytics lecture, but it is important to understand that you need to start with your Business objective and from there, create your Search Engine Marketing goals.

22 [LECTURER NOTES] Always start with your business goals and work towards a Search Engine Marketing goal from there.

E.g. Business Goal = Increased visibility Campaign Goal = High average position in search results, high Click through Rate

Business Goal = Competitive Advantage Campaign Goal = Position one in search results

Business Goal = Increase revenue by X% Campaign Goal = Increased conversions

23 [LECTURER NOTES] Your campaign should tie directly into your overall campaign/ product objective.

Direct Response campaigns require a hard conversion such as a purchase or lead/ signup. This can be recorded (discussed later) and performance analyzed so that campaigns can be optimized to get as many conversions as possible, or work to a certain Cost Per Conversion, or even improve the % of users converting through the campaign (conversion rate).

Branding/Awareness campaigns can focus on prominence in results page and response to the campaign via Click Through Rate. Cost Per Click can be used as an efficiency metric to indicate that prominent position is being achieved at the best cost possible.

Engagement should focus on the ‘after the click’ actions – so clicking through to the site, taking an action on the site that leads to the success of the business, or viewing/ reading content on the site and engaging with the site.

24 25 26 27 28 [LECTURER NOTES] You will need a Google account to register for AdWords – either a Gmail account or create a Google account using your existing email at https://accounts.google.com/SignUpWithoutGmail

Enter your email address, and the address of your website. Hit ‘Continue’.

29 [LECTURER NOTES] You will be asked to create a campaign – don’t worry, you can come back and edit this later, but you’ll need to create a ‘placeholder’ campaign in order to complete the setup of your account.

1. Set a daily budget – if you’re not sure what campaign you’ll be running, set a budget of €1/£1 or less so that it can’t accidentally spend too much money. 2. Set your locations. 3. Choose your network – for now, select ‘Search Network’. We will discuss the Display Network later. 4. Keywords – enter some sample keywords from your keyword research. 5. Enter your bid. 6. Enter a sample text ad.

30 [LECTURER NOTES] Billing details are next – you will need to fill in billing information (i.e. who pays) and tax status (this will vary according to the country you’re setting up in).

Automatic payments – payments are taken from your credit card automatically when you hit a threshold, or after 30 days – whichever comes first. Avoids the problem of ads not running in case you forget to put money behind your campaigns. Manual payments – works on a ‘top up’ system. You manually add budget/ credit to your account, and your ads stop running when this threshold is reached. Gives more control to your campaigns and billing. Time zone – ensure you choose your time zone correctly, as this cannot be changed. This will affect the way the data is reported in your account. Review, and then your account is setup!

31 [LECTURER NOTES] Useful to add users where you have more than one person involved in managing an account. Or, for example, you manage campaigns on behalf of someone, and would like to give them access too.

32 [LECTURER NOTES] Administrative is the highest level of access, followed by Managed Standard, Managed Read Only and Email Only. Administrative access is required to: - Manage billing - Link Google AdWords and Google Analytics - Add/ remove users within the account

Otherwise, standard access is ok. There must be at least one administrative user on the account.

33 [LECTURER NOTES] Account Structure: understand that a Google Account structure is built on Campaigns, Ad Groups and Ads.

Campaign – Contains all of your settings – language, location, daily budget, distribution/ delivery preferences and start and end dates. Contains your ad groups. Ad groups – Contain groupings of similar keywords under one ‘theme’, and ads relevant to those keywords. One domain destination per ad group (e.g. www.example.com/blog and www.example.com/products are ok, but www.example.com and www.test.com are not). - Bids are set within ad groups, and can be done at the ad group or keyword level.

Advantages of good Ad Group Organization - simplified management, optimization and reporting, improved performance in terms of lower Cost Per Click, and higher quality score from Google.

Top Tip: Structure your account according to how your website is structured – e.g. Campaign = Dresses, Ad group 1 = Evening Dresses, Ad group 2 = Office dresses, Ad group 3 = Summer dresses.

34 [LECTURER NOTES] There are a number of different campaigns you can set up in Google AdWords – we will be focusing mainly on Search for this particular module. We will touch on Display later on in the lecture. Shopping is only available in some countries, and Online Video is related to YouTube – which we will not cover in this lecture. More on campaign types here: https://support.google.com/adwords/answer/2567043?hl=en

1. Choose + Campaign and click ‘Search Network Only’. 2. Enter your campaign name. 3. Choose your campaign type (Standard, all features, mobile app installs, etc.) – More on campaign subtypes here: https://support.google.com/adwords/answer/2567043?hl=en&authu ser=0 4. Choose your Networks – Google Search or Google Search + Search Partners (e.g. search engines powered by Google, ask.com, etc.)

35 [LECTURER NOTES] Device – campaigns will be automatically opted into target ‘all devices’. However you can amend this after you create your campaign to opt out of showing on mobile phones. You can’t opt out of Desktop or Tablet. This is particularly useful if you don’t have a mobile site and if, as a result, the experience is poor for your users on mobile.

Location – choose the location you want to show in. You can type the location into the box, or use Advanced search to get specific with your targeting. Within advanced location targeting you can search for specific areas, target a specific radius around an area (see example here), upload bulk locations. More on this here: https://support.google.com/adwords/answer/1722043?hl=en

Language – choose the language of the users that you want to target. NOTE – This does not translate your ads. Your ads will still show in the language you created them in. The language is set from the user’s Google account language settings.

Tip – Create separate campaigns for different languages or locations, so you can better optimize them and see which is performing better.

36 [LECTURER NOTES] Bid strategy – Depending on how savvy you are, you may want to go for manual or automatic bidding. Manual bidding leaves all bidding completely within your control - you set your bid and change it. Automatic bidding allows AdWords to do all the bidding for you, to maximize clicks for your budget – you can add a layer of control by setting a limit on the amount AdWords can bid.

Default bid – bids are applied at ad group level – as this is a new campaign, you’ll set your default bid here and it will be applied to your new ad group. Budget – set per day. AdWords can spend up to 20% over your daily budget on any given day, but in a 30 day period you will never spend more than 30 times your daily budget. Delivery method – Default is standard, where delivery of your ads is spaced out over the day. Accelerated should only be used if you have sufficient budget – it shows your ads as quickly as possible until the budget is reached. Not for limited budgets!

Ad scheduling – allows you to specify the times of day your ad will or will not show. Can be useful for stores that have certain opening hours, or campaigns with limited budgets – only show in the most profitable/ top performing hours.

37 [LECTURER NOTES] Ad Rotation – Choose how Google serves your ads. Suggested that you start with an even rotation, to ensure all ads get equal exposure, then change to either optimize for clicks or optimize for conversions. Suggest doing this after 2-3 weeks.

38 39 40 [LECTURER NOTES] Working backwards – who are your target audience? What are they likely to be interested in? And if we know this, then we know what they are likely to be searching for. We will also know what way they want the information portrayed – which is where our ad copy will come from.

Considering competitors – Companies such as Nielsen provide competitive information, while IAB (Internet Advertising Bureau) share digital ad spends. However, Search Marketing is not included in this, as ad spends in this space are not shared by Google. As such, this makes Search Marketing extremely competitive and highly sensitive.

When considering competitors, we must use the tools available to us to paint a picture – e.g. search volumes for competitor’s brand terms, or their current position on the results page for certain keywords when we do a live search. This is as close as we’ll get to understanding competitor activity, unless adspend sharing policies change.

41 [LECTURER NOTES] Google Trends – allows you to see historic search trends for a particular keyword or category from 2004 to present. Does not give volumes – all data is indexed. Google Keyword Planner – allows you to look at search volumes for specific keywords, in particular geographic locations, over a particular timeframe. Also contains a ‘traffic estimator’ feature which allows you to estimate traffic volumes based on a Cost Per Click and daily budget.

42 [LECTURER NOTES] This will give you the average monthly searches and a suggested bid based on how competitive the market is. You can click into each of the various keyword groupings, and choose the keywords you want to add to your ‘plan’. Can also ‘add all’ to the plan if you feel all keywords are relevant.

43 [LECTURER NOTES] Click on ‘Review forecasts’ and you’re brought to the Traffic Estimator. Enter the maximum amount you’re willing to pay per click ‘bid’. You also have the option to enter your daily budget to see the total number of clicks you can get based on your budget restrictions. The tool will then give you a total estimate of impressions, clicks and average Cost Per Click. You can view the estimations for each keyword grouping and individual keyword in more detail then, at the bottom within the table.

44 [LECTURER NOTES]

Access at: https://www.google.ie/trends/explore - Use Google Trends to get an overview of demand and trends for a particular search term or category over a specified time frame. - You can compare multiple search terms - in this example I have compared digital marketing institute, digital marketing course and digital marketing training. - Specify locations or compare locations to see the difference in demand across countries. - This is a great tool to see how you compare to your competitors, by entering your brand name and comparing it to competitor brand names – to see who is generating the highest search volumes (and thus highest awareness and demand). - You can also look at ‘categories’ (see drop down menu) if you have no specified search terms, and are just interested in demand around a particular industry.

45 [LECTURER NOTES] Taking the example of a user who types “cheap hotels in Dublin” into Google. Exact match only shows for when that exact keyword is searched for. Phrase match allows for that keyword plus words in front of, or after it, but not in between. Broad match modifier includes a + sign in front of specific words within the keyword – these words must be in the user’s search term in order for the ad to show. In this example, I don’t have a + in front of the word ‘near’, and it is quite similar to ‘in’, so my ad could show. Broad match – not recommended. The broadest targeting. Ads can show for variations, misspellings, plurals, or even related terms to the keyword specified. Real example – Keyword was ‘Umbrella’ – ad triggered for ‘patio furniture’. Mildly related to an Umbrella I suppose?

Negative keywords – your business may not offer all products or services related to the industry you operate in. Negative keywords cut wastage by preventing you from showing for searches around products/services you don’t offer. E.g you are a 3 star hotel – you don’t want to show for 5 star hotel searches

46 47 48 49 [LECTURER NOTES] •Well written ad copy is critical to success. •Qualities of well-written copy: •clear •concise •direct •explicit CTA (Call to Action) •attractive •simple •compelling

50 [LECTURER NOTES] For the full list of AdWords policies by country, see here: https://support.google.com/adwordspolicy/answer/6008942?hl=en Trademark – you are restricted from using trademarked terms in your ad copy without prior authorization from the trademark owner (see more here: https://support.google.com/adwordspolicy/answer/6118?hl=en), but you can bid on trademark terms and show for them. As your quality score will be low because the trademarked term is not in your ad (and likely not on your landing page), the Cost Per Click on these terms will be expensive.

51 [LECTURER NOTES] Show the students how to navigate to the ad tab and create a new text ad.

52 [LECTURER NOTES] When creating your ad, think about the ad group within which you are writing it.

53 [LECTURER NOTES] Dynamic Keyword Insertion automatically plugs in the keyword that the user has searched for into your ad copy (where the formula exists). More details here: https://support.google.com/adwords/answer/2454041 Default copy is required in the instance where a keyword cannot be entered dynamically – if it exceeds character limits or does not make sense from a grammatical point of view, for example.

54 [LECTURER NOTES] Enhanced Sitelinks – Allow for extra deep links to your website below your ad, same character limits as a normal ad. Takes up extra space on the results page. Review extensions – Add third party reviews to your ad. Callout extensions – provide additional information about your product or service. Useful for key features or USPs, time sensitive offers. Non clickable. Location Extensions – useful for ‘bricks and mortar’ stores where you want to drive people in store. Added using a Google My Business account: https://www.google.ie/business/ - locations shown within a 25km radius of the searcher. Social Extensions – automatically added if you have a Google+ account. Shows followers. Click to Call – Allows users to call you directly from their mobile. On desktop the phone number will show. Useful for campaigns that have a call conversion, e.g. insurance. App download - promote your app on mobile search. Device responsive, will show Android app to android users, and iOS app to Apple users.

55 [LECTURER NOTES] Full details on Ad Extensions here: https://support.google.com/adwords/answer/2375499?hl=en

56 [LECTURER NOTES] 1. Navigate to ‘Ad Extensions’ Tab under campaigns. 2. Choose an ad extension from the drop-down menu. 3. Click ‘New Extension’. 4. Create your extension & assign it to a campaign/ ad group.

57 58 [LECTURER NOTES] F-Layout The F-Layout relies upon various eye tracking studies for it's foundational concept. These scientific studies show that web surfers read the screen in an "F" pattern - seeing the top, upper left corner and left sides of the screen most, only occasionally taking glances towards the right side of the screen. These eye-tracking studies argue in favor of placing the most important elements of your site (branding, navigation, Call to Action) on the left side of the design.

Above the fold Above the fold is also used in website design to refer to the portion of the webpage that is visible without scrolling. As screen sizes vary drastically there is no set definition for the number of pixels that define the fold. This is because different screen resolutions will show different portions of the website without scrolling. Further complicating matters, many websites adjust their layout based on the size of the browser window, such that the fold is not a static feature of the page.

59 [LECTURER NOTES] - A landing page needs to fulfil the promise from the referral source (PPC, SEO, another website) – if there is a disjoint between what the user was promised by the referrer and what they see on the landing page, they will leave. - More about landing page experience here: https://support.google.com/adwords/answer/2404197?hl=en

60 [LECTURER NOTES] Bidding is the competitive process of determining the price that will be paid for a click on an ad.

61 [LECTURER NOTES] Three ways to set your bids: The above shows the first way to set your bid: At ad group level from the ad group overview tab – click on ‘Default Max CPC’ box.

62 [LECTURER NOTES] Three ways to set your bids: The above shows the second way to set your bid: At ad group level within the ad group itself – click on ‘Edit’ beside max CPC at top of page.

63 [LECTURER NOTES] Three ways to set your bids: The above shows the third way to set your bid. At keyword level within keyword overview – click ‘max CPC’ box within this view.

Note – if you set keyword level bids this overrides the ad group level CPC. If you have a keyword level bid of €2 and you change the ad group default bid to €1.50, the keyword bid will remain at €2.

64 [LECTURER NOTES] Firstly – consider your KPIs – conversions, click-through rate, time on site?

Then bid based on how your ad groups and keywords perform against those KPIs.

Always analyze against performance on your KPIs. If your goal is to increase click-through rate and you have a low average position – you need to increase bids. However if your goal is to increase click-through rate and you’re in position 1 – consider improving ad copy! If you are seeing consistent strong performance in certain keywords and ad groups, and you are maximizing your position, consider increasing your investment in them to get more strong performance through!

65 [LECTURER NOTES] Display advertising lets you: Create all types of ads - text, image, interactive and video ads. Place those ads on websites that are relevant to what you’re selling. Show those ads to the people that are likely to be most interested. Manage and track your budget, campaigns and results as you go.

Targeting options include:

• Topic & keyword targeting – based on the content users are reading

• Interest targeting – based on the content users have read historically

• Placement targeting – choosing to show on specific websites (not always guaranteed)

Learn how to create and manage a Display network campaign here: http://www.google.ie/ads/displaynetwork/get-started/

66 [LECTURER NOTES] Remarketing is the process of serving ads to users who have visited your website before.

Ways to remarket: Standard remarketing: Show ads to your past visitors as they browse Display Network websites and use Display Network apps. Dynamic remarketing: Show dynamic ads to past visitors with products and services they viewed on your website as they browse Display Network websites and use Display Network apps. Remarketing for mobile apps: Show ads to people who have used your mobile app or mobile website as they use other mobile apps or browse other mobile websites. Remarketing lists for search ads: Show ads to your past visitors as they do follow-up searches for what they need on Google, after leaving your website. Video remarketing: Show ads to people who have interacted with your videos or YouTube channel as they use YouTube and browse Display Network videos, websites and apps.

67 68 [LECTURER NOTES] Dynamic ads – suitable for those with multiple products or changing inventory/ pricing on their site, e.g. travel, retail, etc. Choose to either ‘View AdWords tag for websites’ or input email and note to send to a third party. Tag should go across all pages of the website.

69 [LECTURER NOTES] Once you have got the code you’ll be directed to the tab which shows all visitor data. You can view the following: Membership duration: how long the user will be in the list for before they are removed. Max is 540 days for Google Display and 180 days for Google Search. List Size (Search and Display): because membership duration is different for search and display, the list size may vary. Allows you to see the number of users estimated to be in the list. Tags/ Definitions: if you have a list created based on rules, this will show here.

70 [LECTURER NOTES] You can remarket to anyone based on rules. Rules allow you to specify who you target and get quite specific with the message you serve. Rules are great for excluding people who have already completed a valuable action on site, e.g., a purchase. Or cross-selling new products to those who have already purchased something.

Example - Grocery client, sophisticated remarketing strategy: 1. Anyone who has purchased food online – cross-sell them another product. 2. Anyone who is a frequent online shopper – remarket to them with the weekly offers. 3. Anyone who has registered for an account but not shopped (so a first time shopper) – remarket to them with an incentive, e.g. €20 off your first shop. 4. Anyone who has not shopped online in the last six weeks – serve them an ad inviting them to come back and shop for a discount.

71 [LECTURER NOTES] You can change membership duration based on how long you want to target users for, e.g. average purchase time for insurance is 18 days (from research) – anything past say, 20 days would indicate they’re unlikely to purchase. Or you can keep a list open for longer – e.g. you want to remarket to users a year after they have signed up for a contract to remind them to renew. You would keep the list open for 365 days.

72 73 74 75 [LECTURER NOTES] A walkthrough the AdWords interface: Campaigns, ad groups, keywords and ads show you all of the existing campaigns, ad groups, keywords and ads in the account. You can drill down into each of these to get more detail – e.g. click into a campaign and then see all the ad groups, keywords and ads in that campaign. Audiences lets you see remarketing lists (covered elsewhere in this module) that you can target within a given campaign. Settings is always viewed at the campaign level and allows you to see the settings for that campaign. Ad extensions can be viewed at the account, campaign and ad group level. We’ve already walked through this tab in detail. Display Network allows you to choose the different settings for any Google Display campaigns you may be running. Dimensions allows you to drill down into more granular reporting for your campaigns – see time of day/ day of week reports, geographic reports, top changes to performance, paid and organic search performance and URL performance.

76 [LECTURER NOTES] Gives specific improvements to your campaigns based on a seven day performance. Uses Google AdWords algorithm and competitive insights to suggest improvements to bids, budgets and even ad copy. Great for learners and if you are just starting out! Also great for seasoned professionals looking for optimization inspiration.

77 78 [LECTURER NOTES] A conversion happens when someone clicks your ad and then takes an action that you’ve defined as valuable to your business, such as an online purchase or a call to your business from a mobile phone.

By tracking these actions, known as "conversions," you'll know which ads, keywords and campaigns bring you business. This helps you invest more wisely in the best ones and ultimately, boost your return on investment (ROI).

Measuring conversions is helpful for your business if you're trying to do the following:

Connect your ads and keywords to your business goals: Maybe you want people to view a particular page more, or you'd like more purchases. Conversion Tracking can show you which keywords are helping you meet those specific goals by connecting them to actions. Boost your ROI: Not all keywords are equal. But if you know which keywords bring you the most business and which ones don't, you can make smarter investments in those keywords and avoid the unhelpful ones altogether. See how customers interact with your ads across devices: Sometimes your customers click on your ad on one device, and then make their purchase on another device. These are called cross-device conversions, and you can see them in the Estimated Total Conversions column in your AdWords account.

79 80 81 [LECTURER NOTES] Fill in the conversion name, value (if any), and how to count. “All” counts every conversion that happens. “Unique” counts one per user. If a user converts, leaves, and comes back a second time and converts, “all” would count two conversions, “unique” would count just one conversion.

Conversion window (also known as a lookback window) – standard is 30 days, however you can amend this based on your business needs. If you are new to conversion tracking and attribution, leave the window at 30 days.

82 [LECTURER NOTES] Add the code to the thank you/confirmation page, between the tags of the page.

83 [LECTURER NOTES] To start importing data, you'll need the following:

An AdWords account linked to a Google Analytics account Auto-tagging turned on in your AdWords account

84 85 [LECTURER NOTES] 1. Click on keywords tab. 2. Click on ‘Download’ button. 3. Choose format (excel is the norm). 4. Choose any segmentation – e.g. do you want to see it by day, device (mobile or desktop), top of page vs side of page (top vs other) or conversion type? 5. Add your email and scheduling details – not required but if you want to schedule it to come through every week then you can do so here. 6. Choose to ‘Save report’ – it will be saved in ‘Reports’ on the left hand side of the nav bar. 7. Hit Download.

86 87 88 89 [LECTURER NOTES] Dimensions allows you to drill down into more granular reporting for your campaigns – see time of day/ day of week reports, geographic reports, top changes to performance, paid and organic search performance and URL performance.

It gives you richer insights into how you can best optimize your campaigns for great performance. Not all times of day are created the same – how can you improve your performance and increase coverage for the times of day that you see the best performance?

90 [LECTURER NOTES] Columns can be used to enrich the reporting interface, for more relevant and effective reporting. You can add columns to any report from campaign, ad, ad group, keyword and even dimensions level. Columns available vary depending on the view – you may see different columns in ads vs keywords tab. Columns also vary depending on what you have implemented – if you have Analytics linked and Conversion tracking enabled you will see more data.

Performance metrics give you basic campaign insights – Cost Per Click, Click-through Rate, cost, average position etc. Conversion metrics give you metrics based on the success of your website – including rate of conversion and cost per conversion.

91 [LECTURER NOTES] Competitive metrics allow you to see your coverage (impression share) for the keywords/ campaigns/ ad groups you’re looking at, and what percentage of impressions you missed due to bid (rank) or budget. Google Analytics requires AdWords and Analytics to be linked, and shows you website performance metrics based on your campaigns: bounce rate, pages per session, time on site and % new sessions. Covered in the Analytics module.

92 93 [LECTURER NOTES] Full details on linking AdWords and Analytics here: https://support.google.com/adwords/answer/1704341?hl=en

94 95 [LECTURER NOTES] Conversion – Relates the volume of traffic achieved to a pre-defined objective. Click-through Rate (CTR) – Confirms the relevance of the ad to the user by measuring initial response rates. Cost Per Click (CPC) – Set based on how the account performs relative to the competitive landscape, and how well the campaigns are managed.

96 97 98 99 [LECTURER NOTES] Conversion numbers, Cost Per Conversion, Conversion Rate, Click Through Rate.

100 101 102 103 104 [LECTURER NOTES] The above is an example of how you can bring what you have learned together, into a model that is actionable and meaningful.

[CUSTOMIZATION] SuperValu is a supermarket chain in Ireland. Killester and Templeogue are two areas in which SuperValu has physical stores.

105 [LECTURER NOTES] The above is an example of how you can bring what you have learned together, into a model that is actionable and meaningful.

[CUSTOMIZATION] SuperValu is a supermarket chain in Ireland.

106 107 [LECTURER NOTES] The Data Protection Act controls how your personal information is used by organizations, businesses or the government. Everyone who is responsible for using data has to follow strict rules called ‘data protection principles’.

[REFERENCES] Source: https://www.gov.uk/data-protection/the-data-protection-act

[CUSTOMIZATION] Global data protection and privacy laws: see dlapiperdataprotection.com and heatmap.forrestertools.com

108 [LECTURER NOTES] Cookies are useful because they allow a website to recognize a user’s device. The Regulations apply to cookies and also to similar technologies for storing information. This could include, for example, Local Shared Objects.

[REFERENCES] https://ico.org.uk/for-organisations/guide-to-pecr/

[LECTURER NOTES] Global data protection and privacy laws: see dlapiperdataprotection.com and heatmap.forrestertools.com

109 [REFERENCES] Source: http://secondlife.com/corporate/dmca.php

[LECTURER NOTES] Global copyright laws: see copyright-watch.org/

110 [REFERENCES] Source: http://www.w3.org/WAI/

111 112 [LECTURER NOTES] If you have any feedback on these slides, please email [email protected]

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