Google Advertising Professional GAP Exam Adwords Qualification Training Notes Part 4
Who is it for? - Web Designers, Online Marketers, Managers and anyone with a website
Benefits – segment users, path to conversion analysis, track key metrics including ecommerce revenue
Accuracy - more accurate if placed at the top of the page between the <head> tags but the point of bottom placement is to register the whole pageview.
Website Profiles – to track different parts of one website, subdomains, masked domains
Exclude URL Query Parameters – you can ask GA to strip out QPs like sessid=835473498740 in urls
Goals and Funnels
Filters and Filter Manager
Campaign Tracking Variables
Source = SE1
Medium = CPC
Term = tshirt
Content = ad_version_1
Campaign = Google_T-Shirts
Adwords Auto Tagging
All Traffic Sources report by Source, Medium or Keyword
Ad Versions report by Content
Campaigns report by Campaign
Scorecards (the tabs Site Usage, Goal Conversions and Ecommerce)
Term = tshirt
Content = ad_version_1
Campaign = Google_T-Shirts
Report Views (filter and export), Dashboard, Email Reports
Visitors and Traffic Reports – understand which referrals, search engines, keywords, online ads, etc., give you the highest-performing traffic to your site.
Content and Goals Reports - improve usability with the Content and Goals reports – Goal Funnels, Top Content, Top Landing Pages, Site Overlay, Goal Funnel Visualisation.
Ecommerce Reports - useful for reviewing site transactions (Transactions report), identifying best selling products (Product Performance reports) and studying sales cycle data (Visits to Purchase and Time to Purchase reports)
GA Goals & Filters
Goals – a webpage which a visitor reaches once they have completed an action you desire. Defined by user, Goals are based on the purpose of your website, and the actions you want your visitors to take.
A receipt page after placing an order
A “subscription confirmation” page after a newsletter sign-up
A download of a whitepaper
The completion of a form requesting follow-up from a salesperson
Funnels – a series of pages through which a visitor is expected to pass before reaching the conversion goal.
‘Conversion Goals and Funnel’ section - Goal URL and Goal Name
Funnel Visualisation report will show you how effectively you retain visitors throughout the conversion process.
GA Improving Revenue & Profit
Evaluating Overall Revenue – a webpage which a visitor reaches once they have completed an action you desire. Defined by user, Goals are based on the purpose of your website, and the actions you want your visitors to take.
The total revenue that resulted from the source
The number of transactions from each source
The average value of each transaction from each source
Use the Referring Sites report to identify your top e-commerce drivers
Use the Map Overlay in the Visitors section and click the Ecommerce tab to see which cities your revenue comes from
Identify high ‘Average Value’ Referring Sites and Cities
Identifying Revenue-Driving Keywords
Optimising Regional Marketing for Products
Optimising Product and Search Advertising
GA Improving Content
Evaluating individual pages, content, and content groupings to identify the popular pages:
Pageviews: The total number of times the page was viewed across all visits.
Unique Pageviews: Unlike Pageviews, Unique Pageviews does not count repeat visits to a page.
Time on Page: The average amount of time that visitors spent on the page is useful for learning if visitors are looking at the content or if they immediately clicked to go somewhere else. *missing info/info on next pages/move info?
Bounce Rate: The percentage of entrances on the page that result in the person immediately leaving the site. Non-entrance pages always have a Bounce Rate of 0.00%. A high bounce rate indicates that the page is not well matched to the ad or link that is driving traffic to the page.
% Exit: Tells you the percentage of visitors leaving your site immediately after viewing that page. A high % Exit may indicate uncompetitive product prices or an irrelevant landing page.
Evaluating the popularity and value of your directory contents - Identify poorly performing directories as candidates for improvement, based on Pageviews, % Exit, and $ Index in the Content Drilldown and Content By Title reports
Evaluating overall interest in your site – Depth of Visit report and Length of Visit Reports
Evaluating the effectiveness of landing pages – # Entrances, # Bounces, # Bounce Rate in Top Landing Pages Report
Evaluating Funnels & Goals – Abandoned Funnels report, Funnel Visualization, Abandonment Points
Consolidate steps into fewer pages, Enable visitors to get information without leaving the funnel by using new windows, Reduce the customer input required
GA Improving Marketing
Evaluating paid and unpaid marketing initiatives i.e. which Traffic Sources generate the most business online: Visits, Goal completions, Conversion Rate, Per Visit Goal Value (non ecommerce).
Evaluating Keywords – use Goal Conversion tab and Keywords Positions
My Client Center (MCC)
What is it – an umbrella account containing access to individual AdWords accounts and other client manager accounts.
Easily view up to 1,000 linked AdWords accounts, including other client manager accounts, via the My Client Center view.
See relevant information for all linked AdWords accounts in one place.
Use a single login to access all AdWords accounts.
Generate reports across multiple client accounts at once, or download the client “dashboard” into a .csv file.
Invite a client to be managed through an automated message.
Create AdWords accounts in your MCC, and automatically link them to your master account upon creation.
Manage clients running on the same keywords under different accounts.
Create separate billing for each client and edit your client’s billing information as needed.
How do I get one - by becoming a Google Advertising Professional
How do I link my MCC to an advertiser account – either create new advertiser or link to an advertisers’ Customer ID
Switch between accounts easily – by using the Jump to client drop-down menu located at the top -or- click on the account name in your My Client Center view.
Dashboard – Performance and budget statistics for managed accounts shown on separate tabs
Performance – clicks, conversions and conversion rates and CTR analysed by Search and Content
Budget – start and end dates, percent of budget spent and total spend for each account.
Alerts - view all alerts for your managed accounts by clicking the ‘Alerts’ link at the top of your MCC
Payment alerts (including declined and expiring credit and debit cards)
Campaign alerts (including campaigns ending or ended)
Keyword and Creative alerts (including underperforming keywords and disapproved ads)
Budget alerts (including account budgets running low or running out and account budgets ending)
Reporting - MCC lets you run reports for multiple clients through your Client Reports tab
What the MCC can’t do – cannot edit your clients’ login information
The Google Search Experience
No company can buy placement in Google’s search results
companies can purchase on a cost-per-click (CPC) basis, are clearly marked as ’sponsored links’
ads are ranked by performance thus advertisers can’t remain in the top positions unless their ads are relevant.
AdWords Targeting – AdWords ads are targeted to people’s specific interests
Marketing Reach - Targeted, relevant AdWords ads appear on Google properties, thousands of partner search sites and content sites
Google AdWords Costs – advertisers enjoy a tremendous level of control over their costs by setting daily budget limits, CPC or CPM max bids, free access to tools like Analytics, Keyword, conversion tracking.
Making AdWords Profitable for Clients
Identify your client’s advertising goals, then create relevant keywords and ads for each of these goals.
Run ‘pilot’ campaigns to test the ads and keywords.
Set up the AdWords conversion tracking tool and reporting tools to analyze the performance of your client’s ads.
Modify and test your client’s campaign until you reach a desired ROI. Retain only the most successful ads.
Sample Project Milestones -
1. Identify client and opportunity with Adwords. Day 1
2. Define marketing objectives, metrics, and budget. Day 7
3. Deliver a written proposal, including sample ads, keywords, and daily budget options. Day 14
4. Client approval and sign-off. Day 21
5. Launch, monitor, & modify campaigns to meet objectives. Day 28
6. Report findings regularly to your client, and expand and refine their campaigns to increase their ROI On-going
DEFINE – Application Programming Interface
allows developers to build web service clients that connect to one or more of the standardised AdWords API Web Services.
Developers must have both an approved Developer Token and Application Token to access the API
Languages Supported – SOAP and WSDL, which support a growing number of languages – including Java, .NET, Perl, PHP, and XML.
API for whom? - developers representing large, tech-savvy advertisers and agencies who want to automate reporting or campaign management.
Overall Benefit - the API is a great substitute for screenscraping, which eventually won’t be allowed.
How Do I Get One - Get an MCC and then sign up at /ApiWelcome to register
API Web Services
Developer and Application Tokens – Application Programming Interface
Both required to access the AdWords API
All tokens are subject to approval by the AdWords API teams
listed at your AdWords API Center page in your My Client Center.
Treat tokens with same level of security as your account log-in and password information
apply for additional tokens but only one Developer Token will be assigned to each developer
AdWords API Units –
manages traffic through our fee-based API unit system
Developers are charged a rate of $0.25 per 1,000 API units consumed
advertisers may have free API unit allocations to manage their own accounts
Other API Web Services
AccountService – operations for creating and modifying AdWords accounts
Create and change your login information
Set the email and language preference
Return the billing and currency information of an account
Set the credit card information
Create new AdWords accounts *For billing and currency information, credit card numbers are not returned. You will need explicit permission from Google to make credit card edits and to create new AdWords accounts.
InfoService – API usage, including method and operation costs and unit counts
TrafficEstimatorService – estimate traffic for AdWords components including for keywords, campaigns, and ad groups.
request a report about the performance of your AdWords incl. Keyword, Ad Text, URL, and Custom Reports.
Generates and stores a report in XML format and returns the URL of the report.
Get the report by downloading the given URL