Google Adwords Note - 12 Steps to growing your business fast using Google Adwords/PPC Marketing

A few words about PPC

- PPC (Pay-Per-Click) / Targeted advertising
  ex. Google Adwords, Yahoo PPC, Microsoft ads
- PPC stats
  - In 2011, Google's revenue topped $37.9 billion, 96% of which came from advertising
  - StateFarm, Amazon, Lowe's and University of Phoenix each spent over $43 million on PPC in 2011.
  - Finance and Insurance industries pay the most per clicks - topping out at $43 per click for industry keywords - and it's worth it!

- PPC, why it is great?
  - Ads appear near relevant search results
  - You only pay when someone clicks
  - Business make an average of $2 in revenue for every $1 they spend

- Why adwords?
  - Adwords's awesome for small business
    Levels the playing field - bring huge traffics
    Show up on the 1st page
    Massive Research
    Relative small budget to play
- How does adwords work?
  1. Create ads and bids
  2. Ads appear based on specific keywords researches in Google
  3. Seachers that click are taken to a page of your choice
  4. You get charged

Video source: https://www.youtube.com/watch?v=PMP1OWxXCQw

Google Analytics Notes 3 - Google Adwords

AdWords Certification Fundamental Exam Prep

Definition of AdWords

• The Auction
• Many effects influence the auction
• Ad Rank formula
• Max bid (CPC) * Quality Score + ad extensions & formats = ad Rank
• Quality Score : how relevant your ads, keywords and landing page are to a person seeing your ad
• Keyword quality
• Keyword CTR
• Ad text relevance
• Historical performance

How to improve Quality Score: focus on key metrics

1. Organize your account for maximum effectiveness
2. Choose relevant keywords
3. Create straghtforward, targeted ads
4. Point users to a landing page with relevant, original content with quick load times

• How to set up an AdWords campaign
• Establish campagin goals
• What is the marketing objective?
• Who are you trying to reach?
• What does success look like?
• What action are you driving towards your website
   
• Apply targeting and bids
• Daily budget - don't lt your shop close early
• Standard vs. Accelerated delivery
• Bidding
• Clicks
• CPC bidding
• Generate traffic
• Manual CPC
• Automatic CPC
• Enhanced CPC (e-cpc) Bid adjustments

• Impressions
• CPM bidding
• Brand awareness
• Get your message in front of customers

• Conversions
• CPA bidding (cost per acquisition)
• Get customers to take action
• Conversion optimizer
• Conversion Tracking
• 1 per click : any ad click resulting in conversion in 30 days
• Many Per Click: Multiple conversions for a click that result in conversion in 30 days
• How to: add a snippet

• Select keywords
• How do keywords work?
• Build a keyword list
• Match Types: Overview
• Creat copy & ad formats
• Text ads standards and policies (should not contain the below)
• All caps
• Repeated words
• Incorrect spacing between words or letters
• Numbers or symbols as letters
• Offensive language
• Unsupported superlative or claims
• Offers must be accessible to the user within one click of the landing page
• Product Listing Ads (PLA)
• Dynamic Search Ads
• Call Extensions
• Location Extensions
• Social Extensions

• Set up AdWords account
• Organizing campaigns and ads in your account
   

• Tactics to improve Adwords results
• Create successful Text Ads
• Improve keywords
• Optimize for CTR
• Negative Keywords
• Match Types
• Delete non-performing keywords
• Optimize for ROI
• Also use Conversion Tracking
• Focus on ROI
• Budget Optimization
• Organize the account
• Use Opportunities Tab to get Ideas
• Use Conversion Tracking and Negative Keywords

• Google Display Network (GDN)
• Millions of sites for you to run your ads on
• A choice of ways to reach your audience
• A wide range of crative ad formats

Ad rank on the GDN (Google Display Network)

• Ad rank basics : display
• Group default Bid
• Landing page quality
• Ad's past performance

Google Display Network can target both content & audience

• Target content
• Placement targeting
  Hand select the sites where your ads will show
• Ads are served on premium and long-tail sites you hand pick
• Example placements: forbes.com, allbusiness.com, nytimes, com, businessinsider.com
• Topic targeting
• Keyword contextual targeting
  keyword level targeting, bidding & reporting
• Better targetting
  A redesigned contextual engine to enhance targeting accuracy, increasing the relevance & quality of placements.
• Optimization Control
  Bid at keyword level for granular performance control.
  See all metrics reported at keyword level for transparency and better optimization.
• Easier Implementation
  Choose to target by individual keywords like search with no ad group theming required!

• Target audience
• Interest category marketing
• Remarketing

Google Analytics Notes 2

- Keywords not provided in GA

• How to optimize SEO through GA?
• Improve CTR (Click-through Rate)
• Google ranking
  Page 1-3
• Title and Description 

                   A CTR of 20-40%, excellent, that of 7% needs to be improved
                   - HOW?

1. Find the 10 most popular pages (Impression)
2. Find the 10 best CTR pages (Acquisition - SEO - setting)

• Increase keyword ranking
• Use keywords in landing page text
• Use keywords in title & meta description
• Encourage people to share
  
  Better titles = higher CTR
  Top 10 best keywords used in titles: how to, listed related (top 10...), Free, You, Tips, Blog Post, Why, tricks, great

- Social Marketing Report
  Aquisition - Social - Network Referrals

- Mistakes of Google Adwords

• Don't know 3 types of phrase match

1. Broad match: keywords are present anywhere in the search query, regardless the orders.
2. Phrase match: keywords are in orders anywhere in the search query.
3. Exact match: keywords are in orders and only words in search query.

           Recommandation:

• Start with exact/phrase match
• Fine tune copy & targeting
• Expand to broad match if necessary

• Don't use negative keywords.
• Don't know your competitors
• Research your competitors keywords.
• Design & flow of landing pages

Study source : https://www.youtube.com/channel/UCMzScRXzv83ffc1hEeAfdzw

Rancoeurs

Je sais que je ne devrais pas, mais quand j'ai vu que ses pensées étaient comme une scie poussée aller et retour, en disant ceci et faisant le contraire le lendemain , mon cœur est aussi scié, blessé avec plein de rancœurs...

Le plus détail peut gâcher ma journée. Hier, en me disant qu'il veut reprendre la décision et m'en vouloir, aujourd'hui, il change la configuration sur le FB comme s'il craint que le monde se trompe avec qui il sort.

Peut-être c'est  juste pour confirmer qu'il est quelqu'un qui valait jamais mes sentiments, si sincères, si profonds...

Mais mes larmes ne sont jamais timides...quelles rancœurs...

Google Analytics Notes 1

- Virtual Page views
   Ex. video embeded in a page; file downloaded - install & setup
   Improve a form
   "onblur": Onblur is most often used with form validation code

- Referral Paths : from another website to your own website
- See the top performing content on the website
   - behavior - site content - all pages
   - in-page analytics : behavior - in-page analytics

- UTM paramaters : Url + Tags
   - GA link builder

- Event Tracking :
   User actions that do not generate trackable pageviews:

• Off-site links
• PDF links
• mailto; or tel: links
• Flash/Ajax/jQuery/Html5
• Video (play, pause, complete)
• Completion of individual form fields

   Track with GA events or virtual pageviews

https://www.youtube.com/channel/UCMzScRXzv83ffc1hEeAfdzw

Waiting in lost

I bought two books - "The Hedonism Hanbook" and a journey "In Tuscany". A friend asked, "These books look relaxing, it means you need to release a lot of pressures?" Isn't it true...I'm trying to bury the misery in deep of the heart, which might be a better way to move on more easily. Although I always feel reluctant to move on alone, it looks the best choice for the moment. But in the deepest thinking, I am always waiting for him to join my life journey...

The coming last week of work will be mixed with a lot of feelings for sure. I'm waiting in lost.

爱情保卫战

这是一个特别日子，当然。但我没有更好的办法纪念，那么就以笔抒情吧。

陪了爸爸的客人超过了24小时，终于在烟雾腾腾的饭局中像个孩子一样要求回家。这种长时间的陪伴意义实在浅薄，加上代沟，简直就像在聊外语。

单独跟妈妈回到家，老话题重提——我的婚姻。也许我习惯性的沉默造就了今天这样的被动，性格被磨灭，忍耐度惊人地好，但我实在不需要父母对我这事提出极为苛刻的要求，简直在重新描绘他们当年走过的路，似乎美好人生就只有这么一条必须的路。我的不吭声让妈妈开始肆意地提及各种婚姻上的细节，在我看来是反复地吹毛求疵——当然我不怀疑她的初衷，只是悲叹观点上的隔阂让我甚至不知从何启齿。现在想来，他们可好，直接跳跃爱情进行到婚姻。可笑的是，爱情的基础还没有，婚姻能在云雾里抓到吗？

这是一场爱情保卫战，在爱情的纯洁正在被撕扯，被无厘头的繁琐细节骚扰，我想应该清楚地意识到这一点。当然，这一切在他们眼里都是无稽之谈，都是幼稚和无知。根本观点上的分歧，对幸福的定义完全不同，让我何以说服？头疼！但我绝不能在我这自己的票上弃权。