My name's Chris Morel and I work in social media marketing and
concept marketing for the last ten years or so for
brands including FitBit, Clif Bar, Sony PlayStation, and now here at Edacity.
When you're setting up your ad campaigns,
it's really important to think about what keywords you're going to target.
So if you're developing a fitness app,
it might not make sense to target fitness as a keyword,
because it's really competitive and might be really expensive.
It might make sense to target a phrase like hit the gym, or go outside,
or something that might get you a little better return, because the cost is low
and it's a little less competitive with bigger brands.
You have to get creative with keywords and ad terms.
Five, six years ago, when these social channels were really getting off
the ground, things weren't quite as expensive.
It wasn't a lot of competition with big brands, but
now everybody's advertising on social, so you have to start getting a little
bit creative with the keywords and your campaigns to get better returns and
to compete against people that might be advertising the same words as you.
>> When we're thinking about acquiring new customers, we definitely want to
make sure our key words are really targeted to your audience, so
you want to keep them long-tailed too.
If you start bidding on really broad terms, where we're thinking more
father up in the buying cycle or the buying funnel, right?
So you want to be capturing a user who's about ready to download an app,
for example.
So maybe, for example, it's a music app or music streaming app.
You don't want to be targeting users who are looking for Taylor Swift or
Taylor Swift music.
That's going to be too broad, and most likely,
they're not going to be as likely to convert or download that app.
So you want to be thinking really specific, like music streaming app,
or listen to Taylor Swift music on my phone, or
Taylor Swift music app, something like that.
So you want to get really down to those long tail terms when you're acquiring
new users off search because you want to think about how people behave on search,
both google.com and Google Play.
They know what they're looking for, and so
you want to be present only when they're most likely to download that app.
The other thing you want to keep in mind is making sure your
ad creatives are relevant to your keywords.
So if I'm searching for Taylor Swift music, ideally I see an ad that
says listen to Taylor Swift music 24/7 or something.
So having that relevancy really makes it more likely that your ad will perform,
that it'll drive more downloads, capture the user's eye, and
you also want to make it clear what the action is, so in any ad creative,
you want to say download today or download the app now.
Something really simple like that where the user knows if I'm going to click on
this ad, it's going to be very clear what the action is.
And it'll make it easy for me to download the app or
register for your product or your service.
So yeah, those are the things you want to keep in mind is keeping
the keywords in the ads relevent and then ultimately the landing page.
So obviously if I'm looking to download or stream music or
sign up today, hopefully when I click that ad,
it takes me to the registration page where I can register for
your product, or I can download that app right then.
So the most ideal experience would, say on my phone,
I'm going to search on my phone and listen to Taylor Swift music on an app,
see your ad, click on the ad, then it takes me to Google Play Storem,
and I can download the app and start then using it.
AdWords function as an auction, so if a user is looking for
a certain type of product, usually they're going to see multiple ads, and
you might wonder how do I make sure that I show in the top position, or
at the top of the page, or even on that page.
So all of that comes down to how well your campaigns are set up, so
you want to follow those principles that we've been talking about and
have really tightly themed keywords that are most relevant to your product,
keep your ads really relevant to your keywords,
and then ultimately your landing page is really relevant.
So all of that comes into play, but then ultimately, you can use your bid to,
so this would be how much you're willing to pay for a user to click on your ad.
So there are a number of factors that determine which place your
ad is within the auction.
So which position your ad will be within the Google results.
Two of those main factors that we know of, it is an algorithm so
we don't know all the factors that go into play, and that's part of Google's
secret sauce is just keeping it fair so that no advertiser,
one advertiser can play the system, and know how to place their ad at the top,
but we want to make sure the best ads are showing for every search query, so
the way that we determine that as Google is two major factors.
One is quality score and the other is your bid.
And so quality score, we'll talk about that first.
It's a score that combines the quality of your ad, and
the quality of your keywords, and the quality of your landing page.
So that's why we talked about why those three are so important in your
campaign set up, because you really want to make sure you have a quality ad
that really is descriptive of what your business is, of what your product is.
And that the landing page does actually direct to your business.
So all of that goes into play in creating a quality score,
which is attached to every one of your keywords.
So then when a user searches a term that triggers your keyword,
that quality score comes in to play.
As long as everything is in place and you have a high-quality setup,
then the next thing that the auction will look at is your bid, and
your bid is how much are you willing to pay per click.
Now every advertiser can set that individually per keyword and
say I'm willing to pay, let's say I'm willing to pay $0.30 for
a user to click on this ad.
Now maybe my competitor is willing to spend $0.20 for a click.
Now my competitor might have a lower
quality score than I do and in that case,
the combination of the quality score and
the bid will win out the auction.
So the advertiser will get the first position with the best quality score,
and the best bid.
Now as far as bidding goes, you only have to pay the amount that'll win
the auction or beat out the next advertiser competing with you, so
if my competitor was bidding $0.20, I was bidding $0.30, but I had the better
quality score, I'll only have to pay $0.21 to beat out that other advertiser.
That's why Google functions as an auction to make it more fair for
advertisers to decide how much are they willing to pay, but also,
you don't have to pay more than the market price per click.