Google Ads

Google Ads
 What is Google Ads ?

Ads (Google Ads) is an advertising service by Google

for businesses wanting to display ads on Google and
its advertising network.
The Ads program enables businesses to set a
budget for advertising and only pay when people
click the ads. The ad service is largely focused on
keywords.
 Facts about Google Ads
• Google was launched in 2000, with pricing based on a flat CPM (cost per
impression model). It was relaunched under an auction model in 2002.
• About 97% of Google’s total revenues come from advertising.
• Google ranks in 33% of all online ad revenue (38.6 billion out of 117.6 billion)
• The average click-through-rate (CTR) for a Google ad is 1.91%
• An ad in the first search position has an average click-through-rate of more
than 7%
• A YouTube homepage Ad costs on average, $400,000
• Google owns the world’s largest online display advertising network.
Comparison between SEO and Adwords
 10 Reasons to use Google Adwords
1.AdWords Is Scalable
2. AdWords Is Measurable
3. AdWords Is Flexible
4. AdWords Is Faster than SEO
5. AdWords Is (Usually) Easier than SEO
6. AdWords Is Taking Over the SERPs
7. AdWords Formats Can Be More Engaging than Organic Results
8. AdWords Traffic Might Convert Better than Organic Traffic
9. AdWords Complements Your Other Marketing Channels
10. Your Competitors Are Using AdWords
The Most Expensive Keywords in Google AdWords

1. Insurance - $54.91 1. Conference call - $42.05

2. Loans - $44.28 2. Trading - $33.19
3. Mortgage - $47.12 3. Software - $35.29
4. Attorney - $47.07 4. Recovery - $42.03
5. Credit - $36.06 5. Transfer - $29.86
6. Lawyer - $42.51 6. Gas/Electricity - $54.62
7. Donate - $42.02 7. Classes - $35.04
8. Degree - $40.61
8. Rehab - $33.59
9. Hosting - $31.91
9. Treatment - $37.18
10. Claim - $45.51
10. Cord blood - $27.80
How are Google Ads organized
 Organizing Campaigns
• CAMPAIGNS
• A set of ad groups (ads, keywords, and bids) that share a budget,
location targeting, and other settings. Campaigns are often used
to organize categories of products or services that you offer.

• Your AdWords account can have one or many ad campaigns

running.

• Each campaign consists of one or more ad groups.

• Settings that you can set at the campaign level include budget,
language, location, distribution for the Google Network, and
more.

• You can create separate ad campaigns to run ads in different

locations or using different budgets.
 Organizing Campaigns

Adgroups
An ad group contains one or more ads
which target a shared set of keywords.
Each of your campaigns is made up of one
or more ad groups.
Use ad groups to organize your ads by a
common theme.
For example, try separating ad groups into
different product or service types you offer.
 Campaign Limits
Campaign and ad group limits
• 10,000 campaigns (includes active and paused campaigns)
• 20,000 ad groups per campaign
• 20,000 ad group targeting items per ad group (such as keywords, placements, and
audience lists)

Ad limits
• 300 image/gallery ads
• 50 text and non-image/gallery ads per ad group
• 4 million active or paused ads per account

Ad extension limits
• 250,000 ad group-level extensions per account**
• 50,000 campaign-level extensions per account**
• 10,000 ad group-level extensions per campaign**
Bidding and Types of Bidding Options
• BID - Knowing what you want your ads to do will help you
decide how to bid.
• CPC : Cost Per Click
• CPM: Cost PER Mile (Cost Per Thousand Impressions)
• CPV: Cost Per View (Video Ads)
• CPA: Cost Per Acquisition (Cost Per Lead/Enquiry)
• CPI: Cost Per Install
 Bidding Strategies
• Focus on clicks with CPC bidding
• Manual CPC - Manual
• Maximise Clicks - Automatic
• Focus on conversions with Smart Bidding
• Target CPA - Automatic
• Target Search Page Location - Automatic
• Enhanced CPC - Manual
• Target Out Ranking Share - Automatic
• Target Return on Ad Spend - Automatic
• Maximize Conversions - Automatic
 Types of Keyword Matches

• Broad match
Ads may show on searches that include
• Misspellings,
• Synonyms,
• Related searches,
• And other relevant variations.
• Drawback - NS - negative clicks
 Types of Keyword Matches
• Broad match modifier (+) - contain the modified
term (or close variations, but not synonyms), in any order.
 Types of Keyword Matches

• Phrase match{“ ”)
Brand or Product Names
Clearly BMM doesn’t serve for all
relevant search queries and in this
For example, Wellington Hotels (being the brand case using Phrase match type
name) may serve for unwanted search queries when results in more accurate results.
put under BMM match type +Wellington +Hotels.
Whereas for Phrase match type “Wellington Hotels”,
the ad is triggered for search queries with the brand
name written in the same order. Here is when the
ads will be triggered:
 Types of Keyword Matches

• Exact match([]) - exact term or are close

variations of that exact term.
 Types of Keyword Matches

• Negative match(-)
For example, when you add "free"
as a negative keyword to your
campaign or ad group, you tell
AdWords not to show your ad for
any search containing the term
"free." On the Display Network,
your ad is less likely to appear on a
site when your negative keywords
match the site's content.
 Types of Ad Extensions

• Call
• Message
• Location
• Callout
• Site link
• Structured snippet
• Affiliate
• Price
• Promotion
• App Extensions
 Types of Ad Extensions
• Select extensions based on your goal

• Goal 1 - Get customers to contact u

• 1. Call (phone number will be displayed) (clickable) only for

mobiles not desktop
 Types of Ad Extensions
• 2. Message extension : only for mobiles
 Types of Ad Extensions
• Goal 2 : Get customers to buy from your business location

• 1. Call outs (call to action words)

 Types of Ad Extensions

• 2.Location (Google business listing page has to linked)

 Types of Ad Extensions

• 3. Affiliate extension
 Types of Ad Extensions
• Goal 3 : Get customers to convert on your website

• 1. Call outs (call to action words) (only view)

• 2. Structured snippets (only view)

 Types of Ad Extensions

• Site links (clickable)

• Review (3rd party websites url has to be added)

 Types of Ad Extensions
• Price Extension

• Automated extensions report : Google

 Types of Ad Extensions
• Goal 4 : Get customers to download ur app

• 1. App (app Install for mobile)

 Type 1 of Campaigns
Search network only - When advertising on the Search Network,
businesses place text ads in the search engine results.
 Type 2 of Campaigns
Display network only -
On the Display Network, businesses instead place display ads on a huge network of sites across
the internet.
 Targeting Objectives
Under Display Network
1. Display Keywords
2. Interests and Remarketing
3. Demographics
4. Topics
5. Placements
 Comparison between SN and DN
• The search network is a group of • The display network consists of thousands
Google powered search engines of websites using Google AdSense which
where your ads are eligible to appear. gives you the opportunity for your ads to be
displayed on these external websites.
• Ads are triggered on the search • Your ads can either be triggered
results pages of these search engines automatically based on the keyword
whenever a user searches on terms. themes within your ad groups or you can
• The search network can be used for a also choose to select individual sites using
very targeted sales approach managed placements.
keywords. • Display network is ideal for building a
brand across a very large reach.
• Can place only text ads in the search • The ability to run not only plain text ads,
engine results. but static or animated banners and other
rich media.
 Type 3 of Campaigns
Shopping - link to GMC - Ecommerce sites
Best way to create shopping ads and promote
products.
Type of Campaigns (2)
 Type 4 of Campaigns
Video Ads - YouTube n GP sites
Ads that drive views, awareness and conversions

• TrueView in-stream ads - Skippable -

https://www.youtube.com/watch?v=RcmrbNRK-jY

• TrueView video discovery ads- https://www.youtube.com/results?search_query=travel

• Bumper Ads - Non skippable - https://www.youtube.com/watch?v=TrY8FEtV-fA

• Outstream ad – Mobile only

• Video Ad sequencing
 Targeting Objectives Under Video

1. Display Keywords
2. Interests
3. Remarketing
4. Demographics
5. Topics
6. Placements
– Youtube Channels
– Videos
– Websites
– Mobile Apps
Type 4 of Campaigns - Example
 Type 5 of Campaigns

Universal app campaign across search, display,

youtube and play store.
• Use this campaign for advertising through
mobile app installs and mobile app
engagement (in app action)
• This type of campaign is only for mobile
devices.
Type 5 of Campaigns - Example
 Ad formats Under Campaigns
Search Network Only Video
• Text Ads • Instream Ad
• Bumper Ad
Display Network • Video Discovery ad
• Text ads
• Image ads Universal App
• Video ads • Text
• Google Sponsored • Image
Promotions (GSP) • Video
• Responsive Image Ads
• Gallery Ad
• Dynamic ads
 Ad Position
• The order in which your ad appears on a page in relation
to other ads. An ad position of "1" means that your ad is
the first ad on a page.
• Ad position is determined by a formula called Ad Rank
Your Ad Rank is recalculated each time your ad is eligible
to appear, so your ad position can fluctuate each time
depending on your competition at that moment.
 Ad Rank
Ad Rank is determined by 2 main factors

• your Quality Score and

• your Bid Amount.

Ad Rank = Quality Score X Bid Amount

Quality score – Quality score is given from 1 to 10 for each keyword.

It is based on the number of clicks, relevancy of the ads and quality of landing
pages triggered by that keyword.

https://www.youtube.com/watch?v=5ZnWq0XMClc
 Quality Score
How to Improve Quality Score?
• Expected CTR (Click Through Rate)
• Ad Relevance
• Landing page experience

1. Click Through Rate or CTR = Number of times your ad received a click (Clicks)/Number of times your ad was
shown to people (Impressions) X 100

A CTR of 1% to 1.5% is considered decent. Anything higher is great.

2. Relevancy – There should be a clear link from the search query to the ad to the landing page.
For example,- Women’s shoes - Landing page - Women’s shoes
For example - Women’s shoes - Landing page - shoes in general, Quality Score - down.
Women’s shoes - Landing page - men’s shoes., Quality Score - even down.

3. Landing page quality – Landing page is the page that people see after clicking your ad. It could be one of your
website pages or a page created only for a specific campaign.
Apart from relevancy, the quality of your landing page is determined by
• How fast it loads
• How original it is
• How easy it is to navigate