Google Ads

Major Facets of Digital
Social Media
SEO Marketing
(Search Content
Engine Marketing
Optimization)
SEM
(Search E Mail
Engine Marketing
Marketing)
Marketing
Internet /
Mobile
Website Digital
Marketing
Marketing
Analytics
© Dr. Pushpendra Khandelwal
SEM
Google Ads
(AdWords)
AdWords Fundamentals

What is Search Engine Marketing
(SEM)
Search engine marketing is a form of Internet Marketing that involves
the promotion of websites by increasing their visibility in the Search
Engine Result Page (SERPs) through
Optimization
and
Advertising

Top Online Category by Share of Total
Minutes (Source : Similarweb)

What is Ads
(AdWords)

Before we learn about
Google Ads
We need to learn about Marketing Process

Benefits of
Online Advertising
and
Google Ads (AdWords)

Benefits of online advertising
and Google Ads (AdWords)
1. Target your ads
• Keywords
• Ad location
• Age
• language
• Days, times, and frequency:
• Devices
2. Control your costs
3. Measure your success
4. Manage your campaigns


1. Target your ads
• Keywords
• Ad location
• Age
• language
• Days, times, and frequency:
• Devices
2. Control your costs
3. Measure your success
4. Manage your campaigns

What is AdWords

Google's Advertising Networks

Search Ads Display Ads
Google Websites Search Partner Websites Google Websites Display Partner Websites
Mix of Search and Display

The Google Search Network

Search Network
The Search Network includes
1. Google Search
2. Other Google sites such as Maps and
Shopping
3. Hundreds of non-Google search
partner websites (like IRCTC, TOI )
These websites show AdWords ads

matched to the search results.

The Search Network can help advertisers do the
following:
• Show their text ads next to Google Search Results Page (SERP)
• Reach customers actively searching for their specific product or

service

Text Ads

Google SERP (Search Engine Result Page) Paid Search (PPC)
Organic Search

Google SERP (Search Engine Result Page)
Paid Search (PPC)
Organic Search

Search Ad on Other Google sites such as Maps and
Shopping

Hundreds of non-Google search partner websites
(like IRCTC, TOI )
Search Ads

Search Ad formats
It's also important to think about the different types of ads that can
appear on Search Network sites:
• Text ads:
• Ads with extensions:

Search ad formats
Showing your ads alongside search results
Text ads Ad extensions
Text Ad Text Ads with

extensions
Search ad formats
It's also important to think about the different types of ads that can appear on
Search Network sites:
• Text ads: The simplest and most common kind of search ad, text ads are made up
of a headline, a display URL that shows the address of your website, and a
description.
• Ads with extensions: Ad extensions are visual enhancements to search ads that
more prominently display information about your business, such as a phone
number, location, or links to other pieces of relevant content from deeper within
your sitemap. You can add these enhancements, which often appear in ads above
search results, manually or they can be added by our automated formatting
systems.

The Google Display Network

Display Network
The Display Network includes
1. A collection of Google websites

(like Google Finance, Gmail,
Blogger, and YouTube)
2. Partner sites, mobile apps and

mobile sites
3. Apps that show AdWords ads

matched to the content on a
given page.

Benefits of Display Advertisements
The Display Network can help advertisers do the following:
• Appealing ad formats
• Build brand awareness
• Increase engagement
• Choose more specifically

Display on Google SERP

Display on Google’s own Website
(Google Finance)

(YouTube)

Goal Subtype Networks Ad formats
Leads Drive conversions YouTube videos In-stream
Website traffic Drive conversions YouTube videos In-stream
Product and brand Standard consideration YouTube search, In-stream,
consideration
YouTube videos, Google Video discovery
Display Network
Shopping YouTube videos In-stream
(requires a Google Merchant

Center account)
Brand awareness and reach Standard awareness YouTube videos, Google In-stream,
Display Network
Bumper (if CPM bidding
strategy is chosen)
Outstream Google Display Network Outstream
No goal None YouTube search, In-stream,
YouTube videos, Google Video discovery,

Display Network
Bumper (if CPM bidding
strategy is chosen)
(Blogger)

Google Display and Search Partner Display
Search
Result
Display
Display
Display
Showing your ads on mobile phones
Text ads Image ads

Showing your ads on mobile phones
Rich media ads Video ads

Types of Rich Media Ads
• Animation
• Light-boxes
• Mix of text, animation or Interaction

What is Google Display Network

What is Google Display Network

Search Network Display Network
The Search Network includes Google Search, The Display Network includes a collection of
other Google sites such as Maps and Google websites (like Google Finance, Gmail,
Shopping, and hundreds of non-Google Blogger, and YouTube), partner sites, and
search partner websites (like AOL, IRCTC, TOI mobile sites and apps that show AdWords
) that show AdWords ads matched to search ads matched to the content on a
results. given page.
The Search Network can help advertisers do The Display Network can help advertisers do
the following: the following:
• Show their text ads next to Google search • Use appealing ad formats to reach a wide
results (SERP) range of customers with broad interests
• Reach customers actively searching for • Build brand awareness and customer
their specific product or service loyalty
• Increase engagement with customers
• Choose more specifically where their ads

can appear, and to what type of audience
Search Ads Display Ads
Google Websites Search Partner Websites Google Websites Display Partner Websites
Mix of Search and Display

What is Google Network
To understand who can use what type of network we will see a video

Encroachment of Privacy in Digital
Advertising
Advertising Standards Council of India
"The Advertising Standards
Council of India", established in
1985, is a self-regulatory voluntary
organization of the advertising
industry in India. It is a non-
Government body. ASCI is
committed to the cause of self-
regulation in advertising ensuring
the protection of the interest of
Encroachment of Privacy in Digital Advertising
AdChoices
AdChoices is a self-regulatory program for online internet-based advertising that
exists in the United States, Canada and across Europe. The program calls for
advertising companies to establish and enforce responsible privacy practices for
interest-based advertising, aimed to give consumers enhanced transparency and
control. Companies adhere to a set of principles that are enforced by accountability
programs.

AdChoices
AdChoices

Need to know the Fundamental of Questions
of AdWords (Google Ads)
To understand how AdWords works, you'll want to familiarize yourself
with some of the key building blocks:
1. Where your ads can appear

2. The quality of your ads
3. And what you pay for them
You'll learn about each of these in this presentation.

1. Where your ads can
appear

Where your ads can appear 1. Geographic location
2. customers who use names of

• (SERP) Alongside the search results locations in their Searches
3. languages that your potential

• On various websites across the Internet customers speak.
• On mobile phones
• To specific audiences

Arrangement of Search Ads on SERP Top
Spots
Other
Spots

Need to know the Fundamental of Questions
of AdWords (Google Ads)
To understand how AdWords works, you'll want to familiarize yourself
with some of the key building blocks:
1. Where your ads can appear

3. And what you pay for them
You'll learn about each of these in this presentation.


Significance of Quality Score

Significance of Quality Score
Advertiser CPC Quality Score Total score

(1-10)
Advertiser-A 10 5 50
Advertiser-B 8 7 56

What is Quality Score
Click / Impressions = CTR
The components of Quality Score are expected
1. Click through rate (CTR)

2. Ad relevance
3. Landing page experience
4. Ad format
Each keyword gets a Quality Score on a scale from 1 to 10, where 1 is

the lowest score and 10 is the highest.

• Click Through Rate (CTR)
1. Expected CTR
2. Past CTR of URL
3. Account History
• Ad Relevance
1. Query Marches Keywords
2. Query Matches Ad Messages
3. Geography & Devices
• Landing Page Experience

1. Query Matches Content
2. Easy to Navigate
3. Page Load Time
• Ad Format
1. More information
2. Rich Media Ads
3. Engaging Ads
Click Through Rate (CTR)
Campaign-A Campaign-B
www.xyz.com www.abc.com
Adv Adv Adv Adv Adv Adv Adv Adv Adv Adv
Clicks
CTR = X 100
Impressions
CTR = .80 𝑜𝑟 80 % CTR = .40 𝑜𝑟 40 %

Keywords
Keywords
MBA
MBA
Management Program
Management Program
Business Management Courses
Click Through Rate (CTR) Business Management Courses

Master of Business Management
XIM University Utkal University

1. Expected CTR
Take Admission in Take Admission in
2. Past CTR of URL XIM University Utkal University
3. Account History
CPC Rs. 5 CPC Rs. 5
www. xim.edu.in www.utkaluniversity.nic.in
Better Performing Ads Low Performing Ads

Under this account Under this account
Keywords
Keywords
MBA
MBA
Management Program
Management Program
Ad Relevance Master of Business Management

Agribusiness Management
Agri Management
1. Query Marches Keywords Take Admission in Take Admission in

2. Query Matches Ad Messages XIM University Utkal University
3. Geography & Devices CPC Rs. 5 CPC Rs. 5
Take Admission in
Agribusiness Management
Take Admission in MA Yoga in
MA Yoga
Take Admission
Admission in MA Take Admission in
Yoga in XIM MA Yoga in
University, Utkal University
MA Yoga
Bhubaneswar
Bhubaneswar
Keywords
Adidas Shoes
Landing Page Experience Adidas

Sport Shoes
Running shoes
Nike
Nike Shoes
Nike Running shoes

2. Easy to Navigate
3. Page Load Time
Adidas Shoes
Mismatch
Ad Format
1. More information Text Ads with

Rich Media & Engaging Ads extensions
2. Rich Media Ads
3. Engaging Ads
Ordinary Text Ad
• Click Through Rate (CTR)
1. Expected CTR
2. Past CTR of URL
3. Account History
• Ad Relevance
1. Query Marches Keywords
2. Query Matches Ad Messages
3. Geography & Devices
• Landing Page Experience

2. Easy to Navigate
3. Page Load Time
• Ad Format
1. More information
2. Rich Media Ads
3. Engaging Ads
Tips to enhance Quality Score
• Provide relevant and useful Content.
• Make your website easy to navigate
• Offer transparency and build trust.

Tips to enhance Quality Score

3. And what you pay for
them.

Google Auction System



example

Choosing a bidding strategy

Setting a daily budget

Cost-per-click (CPC)
Understanding Bidding Strategy (1 click on your ad)
Cost-per-thousand
1. Clicks
impressions (CPM)
(1000 Impressions) 2. Impressions
3. Conversions
Marketing Goal
Cost-per-acquisition (CPA)
(1 Conversation)

Choosing a bidding strategy
• Cost-per-click (CPC): If you want to focus on clicks on your ads and drive traffic to
your website, you'll want to use CPC bidding.
• Cost-per-thousand impressions (CPM): If you want to focus on impressions —

the number of times your ad shows and increase awareness of your brand, you'll
want to use CPM bidding. Note that CPM bidding is available for Display Network
campaigns only.
• Cost-per-acquisition (CPA): If you want to focus on conversions which is when

people take a specific action on your website after clicking one of your ads you'll
want to use CPA bidding.

Understanding Bidding Strategy

Define and Achieve Success with AdWords
(Understanding Bidding Strategy)

Choose how you'd like to set bids for your
ads. .
Target CPA is a Google Ads Smart Bidding strategy that sets
bids to help get as many conversions as possible at or below
the target cost-per-action (CPA) you set. It uses advanced
Manual bidding machine learning to automatically optimize bids and offers
• Manual CPC auction-time bidding capabilities that tailor bids for each and
every auction
Automated bid strategies
• Maximize conversions (Recommended)
• Target search page location Target ROAS lets you bid based on a target return on ad spend
(ROAS). This Google Ads Smart Bidding strategyhelps you get more
• Target CPA conversion value or revenue at the target return-on-ad-spend
(ROAS) you set. Your bids are automatically optimized at auction-
• Target ROAS* time, allowing you to tailor bids for each auction.
• Target outranking share
• Maximize clicks Enhanced cost-per-click (ECPC) helps you get more conversions
• Enhanced CPC from manual bidding. ECPC works by automatically adjusting your
manual bids for clicks that seem more or less likely to lead to a sale
or conversion on your website. Unlike Target CPA, which
*Target rate of advertising spend automatically sets bids based on your target cost-per-conversion,
ECPC will try to keep your average CPC below the max CPC you set
(including bid adjustments) when optimizing for conversions
Target CPA
• Price of your Product = 1000
• Cost of your product 900
• Profit = 100
CPA Bid can not be =>100 Rs.
CPA Bid must be < 100 Rs. In order to ensure some profit
Target ROAS*
Product - A Product - B
• Price of your Product = 1000 • Price of your Product = 2000
• Cost of your product 900 • Cost of your product 1800
• Profit = 100 • Profit = 200
CPC = Rs. 10 / click

Target rate of advertising spend = 1500 %
If Google charges = Rs. 100 / click
If Google charges = Rs. 50 / click
*Return (Rate) on Ad Spend (ROAS)
Target outranking share
NDTV TOI
• CPC Bid = 5 • CPC Bid = 6
• Quality Score = 6 • Quality Score = 4
• Total Score = 30 • Total Score = 24
CPC Bid = 7.56 Target outranking share

Quality Score = 4 CPC Bid increased by 26 % • 30 % times bring my ad on top position and
Total Score = 30.25 to achieve that
• Increase my bid up to 40 %
How much you're charged
Actual amount you Pay
The final amount you're charged depends on what type of bidding strategy
you choose. If you're using CPC or CPM bidding,
The actual amount you'll be charged is no more than what's needed for
your ad to appear higher than the advertiser immediately below you.
If you're using CPA bidding, the actual amount you'll be charged might
exceed your specific bid because the actual amount depends on factors
outside of Google's control, such as changes to your website or ads, or
increased competition in ad auctions.
Keep in mind that google system is designed to adjust over time, so the
longer you use CPA bidding, the less likely it is that your actual CPA will
exceed your specific bid.

Budgeting for Your Online Advertising

Campaign Type

But Before the Choosing a
Campaign Type
You should Define your Goal
and then define your success and

measure it.

Earlier Campaign Types
• Search Network only
• Display Network only
• Search Network with Display

Latest Campaign Type
• Search Network with Display Select
• Best opportunity to reach the most customers
• Search Network only

• Google search and search partners
• Display Network only

• Google's network of partner websites
• Shopping
• Best way to create Shopping Ads
• Video
• Video ads on YouTube and across the web
• Universal app campaign

• Promote your app across Search, Display and YouTube

Which Campaign type is right for me

Targeting your audience

Targeting your audience
• Keyword targeting
• Display Network targeting
• Location and language targeting
• Device targeting

Keyword targeting

Keyword Targeting (Keyword Match Type)
Display Network targeting

Display Network targeting
• Contextual targeting: Match relevant site content
• Keywords
• Topics
• Audiences: Reach specific groups of people
• Interest
• Remarketing
• Demographics

Contextual targeting: Match relevant site
content
Keywords & Topics

Audiences: Reach specific groups of people
• Interest
• Remarketing
• Demographics
Location and language targeting

Location and language targeting

Device targeting

Device targeting

Structuring your campaign

AdWords Terminology

AdWords (Google Ads) is organized into three
layers: Account, Campaigns, Ad Groups.
• Account: Your account is associated with a unique email address,
password, and billing information.
• Campaigns: Each campaign in your account has its own budget and
settings that determine where your ads appear.
• Ad groups: Each ad group within a campaign contains a set of similar ads

and keywords that you want to trigger your ads to show.

Layer No. 1
Layer No. 2
Layer No. 3

Google Ads

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Major Facets of Digital

© Dr. Pushpendra Khandelwal

© Dr. Pushpendra Khandelwal

© Dr. Pushpendra Khandelwal

© Dr. Pushpendra Khandelwal

© Dr. Pushpendra Khandelwal

© Dr. Pushpendra Khandelwal

© Dr. Pushpendra Khandelwal

© Dr. Pushpendra Khandelwal

© Dr. Pushpendra Khandelwal

© Dr. Pushpendra Khandelwal

© Dr. Pushpendra Khandelwal

Mix of Search and Display

© Dr. Pushpendra Khandelwal

© Dr. Pushpendra Khandelwal

These websites show AdWords ads

© Dr. Pushpendra Khandelwal

• Reach customers actively searching for their specific product or

© Dr. Pushpendra Khandelwal

© Dr. Pushpendra Khandelwal

© Dr. Pushpendra Khandelwal

© Dr. Pushpendra Khandelwal

© Dr. Pushpendra Khandelwal

© Dr. Pushpendra Khandelwal

• Ads with extensions:

© Dr. Pushpendra Khandelwal

Text ads Ad extensions

Text Ad Text Ads with

© Dr. Pushpendra Khandelwal

© Dr. Pushpendra Khandelwal

1. A collection of Google websites

2. Partner sites, mobile apps and

3. Apps that show AdWords ads

© Dr. Pushpendra Khandelwal

• Build brand awareness

• Choose more specifically

© Dr. Pushpendra Khandelwal

© Dr. Pushpendra Khandelwal

© Dr. Pushpendra Khandelwal

© Dr. Pushpendra Khandelwal

(requires a Google Merchant

YouTube videos, Google Video discovery,

© Dr. Pushpendra Khandelwal

Text ads Image ads

© Dr. Pushpendra Khandelwal

Rich media ads Video ads

© Dr. Pushpendra Khandelwal

• Mix of text, animation or Interaction

© Dr. Pushpendra Khandelwal

© Dr. Pushpendra Khandelwal

© Dr. Pushpendra Khandelwal

• Increase engagement with customers

• Choose more specifically where their ads

Mix of Search and Display

© Dr. Pushpendra Khandelwal

© Dr. Pushpendra Khandelwal

© Dr. Pushpendra Khandelwal

© Dr. Pushpendra Khandelwal

1. Where your ads can appear

You'll learn about each of these in this presentation.