PAY PER CLICK MARKETING

How to Generate Quality

Leads From Facebook Ads
& Google AdWords

Equinet
Equinet
Academy Facebook Ads & Google AdWords (PPC)
Academy 1
Topics Covered (Facebook Ads) Topics Covered (Google AdWords)

1 Introduction 1 Introduction

2 Defining Your Audience 2 Test

3 Ad Campaign Development & Execution 3 Analyze & Refine

4 Measurement & Optimization

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Academy 2
 Why Advertise on Facebook?
1 Sophisticated audience targeting.

Introduction to Massive audience. 1.59 billion monthly

active users as of December 31, 2015
Facebook Ads
Target mobile audience. 1.44 billion mobile
monthly active users as of December 31, 2015

Low cost per mille (CPM), with an

average of $0.25 CPM

“If you can't spare $30 a month, you shouldn't be in

Facebook Fundamentals
business.” - Brian Carter
Source: http://newsroom.fb.com/company-info/

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Academy 3
 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 Adverts”

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Academy 4
 Setting Up Your Facebook Ads Account
Chapter 1: Introduction to Facebook Ads

Your Facebook Ads account is now

set up.

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Academy 5
 Setting Up Facebook Business Manager
What is Business Manager?!
Chapter 1: Introduction to Facebook Ads

Facebook Business Manager is an umbrella account to manage advert accounts,

Pages, apps and the people who work on them – all in one place.
!
Why Choose Business Manager?!

You need more than one You want to request You have lots of people
advert account! access to Pages or working together, and
• Create separate advert advert accounts! you need to assign
accounts for every client • Help your clients permissions to them!
or business unit that you advertise • Allow specific, role-
serve • Become advertisers or based access to the
• Pay for adverts with analysts for your clients' advert accounts, Pages
different payment Pages or advert and apps that your
methods accounts business manages
• Organise and group • Easily see who's working
items by objectives or on what
for reporting purposes

Get your business manager account at: https://business.facebook.com

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 Setting Up Facebook Business Manager
Chapter 1: Introduction to Facebook Ads

1. Navigate to
business.facebook.com
!
2. Click “Create Account”.

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 Setting Up Facebook Business Manager
Chapter 1: Introduction to Facebook Ads

1. Enter your business name.

!
2. Click “Continue”.

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 Setting Up Facebook Business Manager
Chapter 1: Introduction to Facebook Ads

1. Enter your name and business

email.
!
2. Click “Finish” and you will now
be able to use Business Manager.

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Academy 9
 What is Targeted Marketing?
2 Jay Conrad Levinson, Guerrilla Marketing, 1994 –
“Segmentation is saying something to somebody instead of
Defining Your saying nothing to everybody.”
Goals & Your
Target Audience Example Target Audience:!
!
Example Goal:!
Create a Facebook custom
!
audience of website visitors
Re-engage customers who
who added products in
added a product to the cart
specific categories to
but left before checking out.
shopping cart but abandoned
purchase halfway.
Audience targeting &
segmentation
Important Note: Define your goals before determining your target audience.

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 The Effective Approach to Any Marketing Campaign
Chapter 2: Defining Your Audience

Challenge Solution Results

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 Case Study Exercise
About Linda Mandarin
!
Chapter 2: Defining Your Audience

(www.lindamandarin.com.sg) -
MANDARIN LANGUAGE
SCHOOL

We are a professional Chinese language school,

offering high-quality Mandarin courses in Singapore
to expatriates and locals for effective
communication Mandarin skills in listening,
speaking, reading and writing Chinese.

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Academy 12
 Case Study Exercise - Continue…
The Challenge
Questions a consultant should
ask a client:
Chapter 2: Defining Your Audience

•Prices are in the mid-high range - A reason some customers provide

when they do not sign up. • What are your current marketing
•Free trial class sizes are small. objectives?

•Can’t seem to see any significant returns - No proper tracking and • Who are your target audiences? (Main

reporting in place. & secondary)

•Customers not returning for more courses - Many customers take the • What challenges do you currently
face?
beginner course and do not proceed on to the advanced course.
• Are your customers returning to buy?
• What is your budget?

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 Case Study Exercise - Continue…
The Solution/Goals/Objectives

Reach new customers!

Chapter 2: Defining Your Audience

!
Create an awareness campaign and target people with similar demographics through Facebook Lookalike Audiences.
!
Increase free trial class signups!
!
Build a Facebook custom audience on website visitors who left the site without converting, then set up a remarketing
campaign to promote the free trial class.
!
Increase repeat signups!
!
Offer package discounts for repeat signups and remarket to existing clients through Facebook Custom Audiences.
!
Measure results and improve on them!
!
Set up the Facebook pixel and utilize Facebook Custom Conversions to track important actions. Conduct A/B split tests on
target audience demographics and ad creatives.

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 Facebook Ad Objectives
The advertising objectives you can choose from are:!
!
•Clicks to Website: Send people to your website.
Chapter 2: Defining Your Audience

•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.

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 Defining Your Marketing Personas
Based on your marketing objectives, define your marketing personas for each objective.
Chapter 2: Defining Your Audience

Marketing Objectives Marketing Audience

• People who landed on the free trial
Drive free trial signups page but did not take any further action

• People who have displayed interest in

similar products/business categories.

Marketing Objectives Marketing Audience

• People who have downloaded previous
Drive ebook downloads for lead nurturing ebooks but haven’t converted

• People who are in similar industries,

based on your existing customer profiles.

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 Draft Your Facebook Ad Campaign & Ad Set
Based on your marketing objectives and marketing personas, select your ad objectives and targeting options.
Chapter 2: Defining Your Audience

Marketing Objectives Marketing Audience

•Build an audience
• 25 - 50 years old
•Generate leads
• Singaporeans
•Go for the sale
• Friends of past/existing customers

Facebook Ad Objectives Facebook Targeting

• Send people to your website • Lookalike audiences of past/existing customers
• Boost your posts • Facebook detailed targeting (behaviour, interest, etc.)
• Promote your page • Language, location, age, gender
• Connections,
• Placements (Mobile/Desktop newsfeed, Instagram, etc.)

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 Using the Facebook Audience Insights Tool
Chapter 3: Ad Campaign Development & Execution

Use the Audience Insights tool to gain an!

overview of your target audience.!
Navigate to Tools => Audience Insights

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 Facebook Audiences
Chapter 3: Ad Campaign Development & Execution

What are a Facebook Audiences?!

!
Facebook Audiences allow you to create and save audiences to reach the people who matter to your
business.

Custom Audiences! Lookalike Audiences! Saved audience!

! ! !
Connect with the people who have Reach new people who are similar to Save your commonly used targeting
already shown an interest in your audiences you already care about. You options for easy reuse. Choose your
business or product with Custom can create a lookalike audience based demographics, interests and
Audiences. You can create an on people who like your Page, behaviours, then save them to reuse in
audience from your customer conversion pixels or any of your future adverts.
contacts, website traffic or mobile app. existing Custom Audiences.

Refer to https://www.facebook.com/business/help/459892990722543

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 Recap
Chapter 2: Defining Your Audience

Use the Challenge => Solution => Results template when planning your marketing
campaigns.
!
Put yourself in your customer’s shoes to gain a clearer perspective. This will help
you craft your targeting options & ad creatives better.
!
Use the Facebook Audience Insights Tool to gain an overview of your target
audience.
!
You need to first decide on an objective before defining a target audience.

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 Activity
Chapter 2: Defining Your Audience

On your Challenges Worksheet:!

1. List down your marketing challenges
2. Define your marketing objectives
3. Write down your projected results

Create Facebook Custom Audiences!

1. Target an audience based on their interests (use audience insights)
2. Target past visitors of your website
3. Create a lookalike audience

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 Chapter Overview
3 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

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 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
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 Facebook Pixel & Custom Conversions
Before creating our first ad campaign, let’s set
Chapter 3: Ad Campaign Development & Execution

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.

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 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.

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 How to Create a Custom Conversion
Chapter 3: Ad Campaign Development & Execution

1. Click “Create Custom

Conversion”.

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 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”.

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 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”.

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 Setting Up Your First Facebook Campaign
Chapter 3: Ad Campaign Development & Execution

1. In the “Ads Manager” tab,

click “Create Ad”.

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 Setting Up Your First Facebook Campaign
Chapter 3: Ad Campaign Development & Execution

1. Click “Send people to your

website.”

Refer to https://www.facebook.com/business/learn/facebook-create-ad-basics/

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 Setting Up Your First Facebook Campaign
Chapter 3: Ad Campaign Development & Execution

1. Enter your campaign name

and click “Continue”

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 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.

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 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.

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 Setting Up Your First Facebook Ad Creative
1. Create your ad creative.
Chapter 3: Ad Campaign Development & Execution

Check out The Science of

Successful Facebook Ads
by Hubspot. http://
offers.hubspot.com/
successful-facebook-ads
!
2. Follow this checklist when
creating your ad creatives:
1. It’s visual
2. It’s relevant
3. It includes an enticing
value proposition
4. It has a clear call-to-
action.
For a more detailed
writeup on best practices
for ad creatives that
actually work, read http://
bit.ly/1TBAE3W

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 Setting Up Your First Facebook Ad Creative
Chapter 3: Ad Campaign Development & Execution

1. In the URL Parameters,

navigate to http://bit.ly/
1hJViAS or Google “URL
builder” to set your
parameters. Then enter
the URL parameters into
this field in this sample
format:
utm_source=facebook&ut
m_medium=fbads&utm_c
ontent=humanfig&utm_ca
mpaign=productawarenes
s
!
2. Create your ad creative
and click “Place Order”.

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 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/

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 Activity
Chapter 3: Ad Campaign Development & Execution

Create a Facebook campaign with the objective of “Building a Custom Audience”!

1. Create a Custom Audience that will potentially be interested in what you are selling.
(Note: You are not selling here. You are merely building an audience of people who are
interested in a particular content)
2. Create a Custom Audience to exclude your ad from (Those who have already taken
action e.g. read your article, viewed your video).
3. Create an ad to target an audience based on their interests, past visitors of your website,
lookalike audiences. (You may create different ad sets to target different audiences)

Create a Facebook campaign with the objective of “Driving leads to a landing page”!
1. Create a Custom Audience of visitors who have opted in and seen your Thank You page.
2. Create a Custom Audience to exclude your ad from (Upload a list of emails of those who
have already opted in).
3. Create an ad targeted to people who have visited your website, have viewed and/or
engaged with your content (You may create different ad sets to target different audiences).

! Recommended reading:!
http://www.jonloomer.com/2016/07/01/facebook-ad-campaign-process-build-audience-leads-conversions/

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 4 Chapter Overview

Managing your ads from both Power Editor & Ad Manager interfaces
Measurement & The formula for successful advertising – Reach, Resonance, Reaction
Optimization Identifying weaknesses and strengths through your Facebook Ad reports
and making appropriate adjustments

Facebook Ad relevance scores

A/B split testing

Analyzing and refining your

Facebook Ad campaigns

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 Managing Your Ads Through Ads Manager
& Power Editor + In-Class Activity
Chapter 4: Measurement & Optimization

1. You can now manage your

campaigns from the Ad
Manager interface.

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 The Formula For Successful Facebook Advertising

Reach x Resonance = Reaction

Chapter 4: Measurement & Optimization

Are you driving

Are you reaching the right
Is your ad resonating with conversions?!
people? !
your audience? ! !
!
! If you’re getting lots of
If you’re getting a low
If you’re getting a low clicks but little to no
engagement rate (e.g. low
relevance score, you may conversions (e.g. contact
click-thru-rate) you may be
need to improve your value enquiries, key landing page
reaching the wrong
proposition. visits), your campaign may
audience.
be unprofitable.

Reach x Resonance x Reaction = Revenue

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 Identifying weaknesses and strengths
through your Facebook Ad reports and
making appropriate adjustments
Chapter 4: Measurement & Optimization

Measuring conversions
1. Select Columns =>
Customize Columns =>
Website Conversions (or any
custom conversion you have
set previously).

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 Identifying weaknesses and strengths
through your Facebook Ad reports and
making appropriate adjustments
Chapter 4: Measurement & Optimization

Measuring conversions through Google Analytics

1. If you have set your URL

parameters with the URL
builder, navigate to
Conversions => Goals =>
Overview => Source/medium

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 Identifying weaknesses and strengths
through your Facebook Ad reports and
making appropriate adjustments
Chapter 4: Measurement & Optimization

Measuring conversions through Google Analytics

1. Select Other => Acquisition
=> Campaign to filter your
goals by campaign.
!
2. In order to see goals, you
have to first set goals under
Admin => Goals

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 Identifying weaknesses and strengths
through your Facebook Ad reports and
making appropriate adjustments
Chapter 4: Measurement & Optimization

Measuring assisted conversions through Google Analytics 1. Select Conversions => Multi-
Channel Funnels => Assisted
Conversions.
!
2. Select “Other” and under
“Acquisition” select
“Campaign”.

This will give you insight to

whether Facebook ads
assisted any other channels
in conversions.

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 Identifying weaknesses and strengths 1. Positive Feedback
A rating based on the number
through your Facebook Ad reports and of times your audience took a
desired action after seeing
making appropriate adjustments
Chapter 4: Measurement & Optimization

your ad, such as shared or

liked it, or otherwise helped
you achieve your objective,
Ad Relevance scores such as visiting your website.
When positive feedback is
high it means people are
responding well to your ad.
!
2. Negative Feedback
A rating based on the number
of times your audience hid
your ad or otherwise indicated
a negative experience, such
as choosing not to see ads
from you. When negative
feedback is high it means
people don't want to see your
ad.

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 Identifying weaknesses and strengths
through your Facebook Ad reports and
making appropriate adjustments
Chapter 4: Measurement & Optimization

If your marketing objective is to

increase brand awareness, then
Reach and Frequency would be
Reach & Frequency & Click-Thru-Rate (CTR) the metric to monitor.

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”.
!
Read more: http://bit.ly/1hRyHzx

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 A/B Split Testing
What is A/B Testing?!
!
Chapter 4: Measurement & Optimization

A/B testing, also called split testing, is a

method by which you find out which ad
headlines, body copy, images, call-to-actions,
or a combination of the above work best on
your target audience.
!
Unless you’ve already created a lot of
Facebook Ad campaigns for your product, it’ll
be pretty hard for you to predict what kind of ad
design will work better for you or which
demographic audience will be more likely to
buy your product.
!
This is where a thorough Facebook Ads A/B
test comes in handy: You can quickly test
multiple ads’ designs and target audiences to
uncover the most effective ones.

Source: https://adespresso.com/academy/guides/facebook-ads-optimization/facebook-

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 A/B Split Testing
What to test?!
!
Split Testing Best Practices!
Chapter 4: Measurement & Optimization

Possible Ads’ Design Tests: !

Title, image, text, landing page, link description, 1. Exclude useless experiments
call to action, placement.
!
!
Possible Ads’ Targeting Tests: 2. Define two macro experiments
Country, city, language, age, gender, relationship !
status, precise interests, behaviors, advanced
demographics (household income, family
3. Split test different elements and fine tune
composition, and so on), custom audiences, existing ones (No defined time frame, every
mobile devices, school, work, title, and many campaign is unique. The key is to monitor
more.
!
analytics frequently and make changes when
You don’t need to test everything in the same you feel it is necessary)
campaign. Particularly if you’re on a tight budget, !
it’s critical to pick the right elements to test. We 4. Never stop testing
want to start with those experiments that are
likely to have the biggest impact on our ROI.

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 A/B Split Testing
Testing 2 Ad Creatives Testing 2 Target Audiences Testing 2 Landing Pages
Chapter 4: Measurement & Optimization

Campaign Campaign Campaign

Ad Set 1 Ad Set 1! Ad Set 2! Ad Set 1

(Male) (Female)

Ad 1! Ad 2! Ad Ad
(Human (Product Ad Ad
image) photo)
LP 1 LP 2!
(Form (Form
above) below)

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 Recap
Chapter 4: Measurement & Optimization

How to navigate around your Facebook ad campaigns through the Power Editor
and Ad Manager.

Follow this formula: Reach X Resonance = Reaction when developing your ads.

How to identify weaknesses and strengths through your Facebook Ad reports and
make appropriate adjustments.

How to conduct A/B split testing.

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 Activity 1
1. Study the metrics below. The Objective:!
2. Perform an analysis. Build Awareness
Chapter 4: Measurement & Optimization

3. Decide the course of action.

Ad Set Name Results Reach CTR CPC Conversions Spent

X 4400 clicks 42177 people 1.83% $0.11 CPC 16 $492.26

Relevance
Ads Results Reach CTR CPC Conversions
Score

Ad 1 3290 clicks 37168 people 1.93% $0.11 CPC 16 5

Ad 2 1110 clicks 25672 people 1.54% $0.11 CPC 0 6

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 Activity 2
1. Study the metrics below. The Objective:!
2. Perform an analysis. Drive Sales
Chapter 4: Measurement & Optimization

3. Decide the course of action.

Cost-per- Relevance
Ad Name Results Reach CTR Spent
conversion Score

Ad 1 5 conversions 15217 people 0.60% $57.48 CPC 2 $287.38

Ad 2 0 conversions 10203 people 1.8% - 5 $228.12

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 Project: Real World Project Simulation Exercise
Chapter 4: Measurement & Optimization

Define your marketing objectives and target audience

Develop and execute a Facebook Ad campaign

Analyze and optimize mock-up metrics

Share your project with the class

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 1 Chapter Overview

Why Google AdWords

Introduction to How AdWords works on the web

Google AdWords How Google AdWords complements your SEO campaigns

Types of AdWords Campaigns

The two main objectives of an AdWords campaign

The winning SEM workflow (Test, Analyze, Refine)

Google AdWords
Fundamentals

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 Why Google AdWords
The Pros and Cons of AdWords
Chapter 1: Introduction to Google AdWords

Pros Cons
You can get traffic and results very Your stop receiving traffic when you
quickly stop spending

You only pay when your ad gets PPC is not easy to manage and
clicked on requires expertise

You can reach your target audience at You may waste money on irrelevant
the right time and place clicks

You can set a limited budget and Your campaign may grow to become
control your bidding costs very costly and unprofitable

You can get valuable data and insights

to inform other marketing mediums

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 How Paid Search Marketing Works
Chapter 1: Introduction to Google AdWords

Consumer does a search on See ads and clicks on them Lands on a webpage and makes
Google/Bing or visits a website a decision

Consumer

You set audience targeting You pay per click, per thousand You analyse audience behaviour
options impressions, or CPA and make improvements

You

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 How SEM Complements SEO
Chapter 1: Introduction to Google AdWords

SEM enables you to discover more

keyword opportunities to optimize for
your SEO campaigns.

Analysing the traffic that SEM drives to

your landing pages can provide
insights on how effective your landing
pages are.

Looking at your SEM performance

reports, you can access which
keywords drive you valuable traffic.

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 The Two Main Types of SEM Campaigns
Chapter 1: Introduction to Google AdWords

Branding and Awareness

Some points to note:

Google

Being at the top of the search results (both

paid and organic) increases brand awareness Top search ads
Side
ads
Brand building through PPC can be less Organic Results
expensive than other marketing mediums,
simply because you only pay for clicks
Top search ads increase
You focus measuring different success metrics brand awareness by 6.6%
from profit-optimised campaigns such as - According to Google
reach and frequency, clicks and impressions.
Source: http://searchenginewatch.com/sew/study/2350899/google-top-search-
ads-increase-brand-awareness-by-66-study

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 The Two Main Types of SEM Campaigns
Chapter 1: Introduction to Google AdWords

Optimising for Profitability

Some points to note:

Google
Higher ad positions and more clicks do not
mean more profits
Top search ads

As long as your profits exceed your ad spend,

Organic Results you do not have to worry about limiting your
budget

You focus measuring different success metrics

from branding campaigns such as CPA,
conversions, and customer life-time value (CLV)

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 The Winning SEM Workflow (In Detail)
Chapter 1: Introduction to Google AdWords

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 The Winning SEM Workflow (Summarized)
Chapter 1: Introduction to Google AdWords

Test Analyse Refine

In the beginning of your Once you have collected With the insights gained,
campaign, your focus is enough data, your job is you will make strategic
to test what works and to identify any potential improvements to your
what doesn’t. areas for improvement. campaigns.

You may spend a little This requires expertise You will see better
more initially, but it will in PPC concepts and results than when you
pay off eventually. the PPC platforms. first started.

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 Chapter Overview
2 Understanding the structure of an AdWords account
Creating your first AdWords Search campaigns
Creating your first ad group
Understanding keyword match types
How to conduct effective keyword research
Test Understanding the buying funnel
Building your keyword list
Creating your ad creative
Ad creative best practices
Creating landing pages
Landing page best practices
A/B split testing your ads and landing pages
Experiential Testing with Setting up performance measuring tools such as conversion tracking
Google AdWords and Google Analytics
How to Estimate Value-Per-Conversion

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 Understanding the structure of an
AdWords account
Chapter 2: Test

Organize your campaign to

mirror your website.

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 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 recommended not to

mix Display campaigns with
Search campaigns.

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 Creating your first AdWords
Search advertising campaign
Chapter 2: Test

Fill in your campaign details.

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 Choose your bidding strategy:!

Creating your first AdWords !

Maximize Clicks automatically sets your bids to
help get as many clicks as possible within your

Search advertising campaign budget.

!
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 often
Chapter 2: Test

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 to try to maximize
conversions.
!
Target ROAS automatically sets bids to help get as
much conversion value as possible at the target
return on ad spend (ROAS) you set. Some
conversions may have a higher or lower return than
your target.

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 Creating your first AdWords
Search advertising campaign
Chapter 2: Test

Fill in your ad group details

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 Understanding Keyword
Match Types What are keyword match
types?
!
Keyword match types help
Ads May Ads May Not control which searches can
Keyword trigger your ad. For example,
Show For Show For
Match Type you could use broad match to
Search Terms Search Terms
Chapter 2: Test

Office show your ad to a wide

Rental Office rental in SG Apartment for sale audience or you could use
Broad Match Apartment rentals House for lease exact match to hone in on
+Office specific groups of customers.
+Rental
Modified Office space rental Apartment rental !
Broad Offices for rental HDB rental Important note:
“Office
Rental” Choosing the wrong match
Office rental in SG Office space rental
Phrase Match Singapore office Office rent types can result reaching the
[Office wrong audience and wastage
Rental] of clicks.
Office Rental Office for rent
Exact Match Ofice Rentals Office rental SG

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 How to Conduct Effective
Keyword Research
Chapter 2: Test

Navigate to Keyword Planner to

conduct your keyword research.

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 How to Conduct Effective
Keyword Research
Chapter 2: Test

Select keywords that are relevant

to your products/services and
add them to your ad group.

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 Ad Creative Best Practices
Do a live search on your competitors’ ads and highlight what makes
you unique.

Understand your customers’ concerns and target your ad to them.

Chapter 2: Test

Prompt your customers to take action.

Match your ad to your landing page.

Include at least one of your keywords.

Experiment

Recommended reading: !
• The Science of Successful Facebook Ads by Hubspot.
• http://searchengineland.com/3-signs-landing-page-copy-leaving-visitors-high-dry-253536

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 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).

Match your landing page to your ad creative. Ensure the keywords

you are targeting are also found on your landing page.
Chapter 2: Test

Trustworthy, relevant, and useful.

Optimized for both desktop and mobile + fast loading times.

Compare the landing pages of your competition.

Conduct A/B Testing (Google content experiments)

Recommended reading: !
• http://unbounce.com/docs/ppc-landing-pages-guide.pdf
• Ultimate landing page best practices - Equinet Academy

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 Google Content Experiments

1. Navigate to Google Analytics

Chapter 2: Test

=> Reporting => Behaviour =>

Experiments.
!
2. Click “Create experiment”.

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 Google Content Experiments
Chapter 2: Test

As you can see, the original

product image outperformed the
ambassador image in
conversions.

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 Conversion Tracking

1. Navigate to AdWords => Tools

Chapter 2: Test

=> Conversions.
!
2. Click “+ Conversion” to create
a new conversion.

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 Conversion Tracking
Chapter 2: Test

Alternatively, you may set up

goals through Google Analytics
and import them to your Google
AdWords account.

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 How to Estimate Value-Per-Conversion
(Short Term)
% of Leads that
Average Deal
Profit Margin: Convert into a
Chapter 2: Test

Revenue:
50% sale:
$1,000
20% (1 in 5)

How to Calculate Value-Per-Conversion:

$1,000 X 50% X 20% = $100

How to Calculate Value-Per-Click (Assuming 5% of clicks convert):

$100 X 5% = $5

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 Recap
Understanding the structure of your AdWords account will help you better organize
your ads.

How to create your first AdWords Search Advertising campaign.

Use broad match and modified broad match first if you want to target a diverse
Chapter 2: Test

audience Use phrase and exact match for defined targeting.

How to conduct keyword research with Google Keyword Planner.

Ad creative and landing page best practices.

Using Google Content Experiments for A/B split testing.

How to set up conversion tracking.

How to estimate the value per conversion.

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 Activity
Create a profitable Lead Generation campaign using Google
AdWords Search/Display/Remarketing

1. Define your goals (e.g. generate leads through a lead capture landing page)
Chapter 2: Test

2. Set up conversion tracking (both micro and macro conversions) and remarketing lists

3. Create a search advertising campaign

4. Create a remarketing campaign (RLSA and Display)

5. Analyze your metrics and make appropriate optimisations

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 3
Chapter Overview
Analyze
& Refine Key PPC success metrics to track and analyze

Identifying weaknesses and strengths through your AdWords reports

and making appropriate adjustments

Measuring and making

adjustments to your AdWords
campaigns

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 Key SEM Metrics to Track & Analyze

Click-through-rate (Both ads & keywords) Ad schedule - Which are the best times of the
Chapter 3: Amalyze & Refine

day/week where conversions happen

Average CPC (Both ads & keywords)
Keyword quality score
Conversions (Both ads & keywords)
Search terms report (AdWords Search) - Filter
Assisted clicks / conversions (Both ads & out irrelevant keywords that are eating into your
keywords) profits

Impression share Placements report (AdWords Display)

Ad creative performance (In terms of click- View-through conversions (AdWords Display)

through and conversions)
Assisted Conversions by Channels

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 Click-through-rate (CTR)
& Average CPC
Chapter 3: Amalyze & Refine

Your keywords’ CTRs impact

your quality score and influences
the average CPC you pay.
!
The better the CTR, the higher
your quality score.
!
To improve your CTR, ensure
your ad is appealing and stands
out.

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 Conversion Metrics Photoshop courses advertised
through AdWords search.

Result:
!
117 Conversions with a total cost
of $1825.45
Chapter 3: Amalyze & Refine

Out of 117 Conversions, there

were 13 confirmed students at a
cost of $140.42 each.
!
Ad profit margin $550 - $140.42
= $409.58
!
Tip:!
!
For poorly performing keywords
(low CTR, low conversions and
assisted conversions, low quality
score), consider moving them to
another ad group or deleting
them all together.

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 Assisted Clicks / Conversions
Chapter 3: Amalyze & Refine

Before you determine whether 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.

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 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: Amalyze & 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

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 Ad Creative Performance
Chapter 3: Amalyze & Refine

Delete ads
that have
lower
conversions

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 Ad Schedule
Under the campaigns tab, click
“Segment” => Time => Hour of
day.
Chapter 3: Amalyze & 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.

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 Quality Score
How is Quality Score
determined:
!
•Your ads’ CTR
Chapter 3: Amalyze & Refine

•The quality of your landing

pages
•Your ad/search relevance
•Geographic performance
•Your targeted devices
•History account performance

The higher your quality

score:
!
•The lesser your CPC bids
•The higher your ad position
•Higher eligibility to participate
in ad auctions

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 Search Terms Report

Under the keywords tab =>

Chapter 3: Amalyze & Refine

search terms report, you can see

the exact search terms your
customers use to find you and
clicked on your ads.
!
Should you discover any
irrelevant keywords, you may
add them to your negative
keyword list to prevent them from
triggering your ads.

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 Placements Report
Find out where your ads
appear on the Display Network !
!
The Placements tab shows all of
the web pages, apps, and
Chapter 3: Amalyze & Refine

videos where your display ads

appeared, regardless of
targeting method. You’ll see both
managed placements that 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.

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 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: Amalyze & 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.

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 Assisted Conversion By Channel
1. Select Conversions => Multi-
Chapter 3: Amalyze & Refine

Channel Funnels => Assisted

Conversions.
!
2. Select “Other” and under
“Acquisition” select
“Campaign”.

This will give you insight to

whether Google AdWords
assisted any other channels
in conversions.

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 What to do when your PPC ad spend
exceeds your marketing budget
Remarketing Lists for Search Ads (RLSA) significantly reduces your CPAs
Chapter 3: Amalyze & Refine

http://searchengineland.com/conjure-big-ppc-profits-hundred-dollars-252550
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 What to do when your PPC ad spend
exceeds your marketing budget
Use Social Ads (lower CPCs) to expand your remarking lists, then use RLSA to close the loop.
Chapter 3: Amalyze & Refine

http://searchengineland.com/conjure-big-ppc-profits-hundred-dollars-252550
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 Project: Real World Project Simulation Exercise
Chapter 3: Amalyze & Refine

Define your marketing objectives and target audience

Develop and execute a Google AdWords campaign

Analyze and optimize mock-up metrics

Share your project with the class

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