Introduction to AdWords

Google AdWords-Definition

 Google AdWords is Google's online advertising program.

 Google AdWords is a product that you can use to promote your

business, help sell products or services, raise awareness, and
increase traffic to your website.
Content Structuring

Google Ads is organized into three layers: account, campaigns,

and ad groups.
Your account is associated with a unique email address,
password, and billing information.
Your campaigns have their own budget and settings that
determine where your ads appear.
Your ad groups contain a set of similar ads and keywords.
Good Quality score
Quality Score is Google's rating of the quality and relevance of both your keywords
and PPC ads. It is used to determine your cost per click (CPC) and multiplied by your
maximum bid to determine your ad rank in the ad auction process. ... The relevance
of each keyword to its ad group.

A “good” Quality Score in AdWords depends on what kind of keyword you're looking

at. A good Quality Score for branded keywords is between 8 and 10. A good Quality
Score for high-intent commercial keywords is 7 to 9. 7 is a good Quality Score for low-
intent keywords
Your Quality Score depends on multiple factors,
including:
Your click-through rate (CTR).
The relevance of each keyword to its ad group.
Landing page quality and relevance.
The relevance of your ad text.
Your historical Google Ads account performance.
Bid management
Google Ads bid management is the process of raising and lowering your keyword bids
to ensure you're making the most of your Google Ads budget. Bid management is
important because your bids are one of the factors that determine when and where
your Google ads show up in search results, as well as how much you pay per click.

Adjusting Your Google Ads Bids

Depending on your goals, your bidding strategies will differ drastically. One common
goal when it comes to bid management is the desire to lower your cost per action, or
CPA.
Your CPA metric is how much your business pays in order to attain a conversion.
CPA = Cost / Conversions
Cost = Clicks x CPC
Conversions = Clicks x Conversion Rate
CPA = CPC / Conversion Rate
CPC= CPA x Conversion Rate
Google adwords
Creating effective ads

• Keep your ads relevant. ...

• Create multiple ads in an ad group. ...
• Describe what sets your product apart. ...
• Use your customers' language. ...
• Address your customers directly. ...
• Pre-qualify your visitors. ...
• Be specific. ...
• Include a call to action.
Negative keyword
A type of keyword that prevents your ad from being
triggered by a certain word or phrase. Your ads aren’t
shown to anyone who is searching for that phrase. This is
also known as a negative match.
For example, when you add "free" as a negative keyword
to your campaign or ad group, you tell Google Ads 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.
For Display and Video campaigns, all negative keywords
will be considered broad matches.
• Sign in to your Google Ads account.
• Click Keywords from the page menu on the left.
• Click Negative keywords.
• Click the plus button .
Google Analytics
Google Analytics uses a JavaScript code to collect information
from websites. In this way, Analytics records a visit each time a
user views a page with the Google Analytics code. In the case of
applications for mobile devices, it is necessary to add additional
an code to each “activity” that you want to track.

Google Analytics is a web analytics service that provides statistics

and basic analytical tools for search engine optimization (SEO) and
marketing purposes. ... Google Analytics is used to track website
performance and collect visitor insights.
Analytics – Measure and fine-
tune

• Traffic – Where is the traffic to your Web site coming from?

The answer to this question can be found in the Traffic Sources
section on the left side of your report. Google groups traffic into
four categories:
1. Direct – Visitors are typing your site’s URL into a browser or
clicking on a bookmark to arrive directly on your site.
2. Referral – Another site is directing traffic to your site. This may
be from links distributed on Facebook or Twitter, digital ads you
may be running or links mentioning your site on another site.
3. Search – Visitors are coming to your site by way of a search engine such as
Google or Bing. Search can be organic or paid. You obtain organic search traffic
when pages of your site are richly keyword-optimized for terms people would
use to find your area of practice. Paid search comes from Google programs,
where you pay for ad placement for keywords and pay on a per-click basis.
4. Campaigns – This traffic comes exclusively from Google paid campaigns.

• Content – Do not underestimate the importance content has in converting

visitors into clients. The Content section of Google Analytics will enable you
to see what content is being consumed and how engaging it is to visitors.
Remarketing campaigns
Remarketing campaigns are used to show ads to people who have visited your
website or used your app. These campaigns provide you with extra settings and
reports specifically for reaching previous visitors and users.

Remarketing allows you to reach out to visitors who have left your website without
converting. Find out how you can use these specialized campaigns to increase
conversions.
How do remarketing campaigns
work?
Remarketing is a way to connect with people who
previously interacted with your website or mobile app.
It allows you to strategically position your ads in front
of these audiences as they browse Google or its partner
websites, thus helping you increase your brand
awareness or remind those audiences to make a
purchase.
Types of Remarketing Campaigns

Remarketing campaigns can be categorized into five

main types:
Standard Remarketing
Dynamic Remarketing
Remarketing Lists for Search Ads
Video Remarketing
Email Remarketing
YouTube Video Ad Campaigns

Video campaigns allow you to reach and engage with your

audience on YouTube and through Google video partners. When
you create a Video campaign, you can choose from
different campaign goals, campaign subtypes, and ad formats that
tell people about your products and services and get them to take
action.
How to Set Up a YouTube Ads
Campaign
#1: Set Up YouTube Advertising
Link Google AdWords to Your YouTube Channel
Upload Your Video Ad to YouTube
#2: Choose a YouTube
Advertising Campaign Objective
#3: Choose a YouTube Ad Format
TrueView Ads
TrueView reach ads run before, during, or after the video and work best for
creating initial awareness of your brand or product. They feature a Skip
button that allows users to skip the ad after 5 seconds.
Non-Skippable In-Stream Ads
Non-skippable in-stream ads are available only for some campaign types
(Reach campaigns) and can be 6–15 seconds long. If you try to load videos
that are 16 seconds or longer, you’ll see an error message. (Note: Some
articles state that these ads can be 15–20 seconds but YouTube specifies 15
seconds or less.)
Bumper Ads
Video ads that are 6 seconds or shorter can be used for bumper ads. Unlike
TrueView or skippable ads, bumper ads don’t change the view count of your
videos. Users can’t skip bumper ads.
#4: Set a Budget, Schedule, and
Bid Strategy
There are many different types of bids and strategies to use. Select one of these two
strategies to maximize results:
Maximum CPV is used with TrueView ads and tells YouTube the most you want to pay for
each view of your ad. For discovery ads, it determines the maximum you’re willing to pay
for users to click on your ad. In some cases, it may make the difference between your ad
appearing or not. For discovery ads, it also determines your ad’s position compared to
other ads.
Target CPV is the average you’re willing to pay for your conversions. You may pay a bit
more or less per individual conversion but your daily averages won’t exceed your average
amount.
#5: Control Where Your YouTube Ad Will Be Shown
#6: Define the Target Audience for Your YouTube Campaign
#7: Refine Your Ad Visibility With Keywords, Topics, and
Placements

#8: Set a Bid Amount for Your Campaign

#9: Select the Video for Your YouTube Ad

 AdWords Vs AdSense
AdWords AdSense
The Google AdWords enables you to The Google AdSense differs in that it
create advertisements which will delivers Google AdWords ads to
appear on relevant Google search individuals' websites.
results pages and our network of
partner sites.

AdWords is a media buying channel. AdSense is an advertising sales channel

AdWords ads are shown on specific AdSense enables adaption of the ad

search result with the page content

AdWords is on Google SERP (search AdSense is shown on web pages

engine result page)
Google AdWords-Advantages

Reach people searching for what you offer

Control your budget

Measurable, accountable, flexible

Cost Effective

Maximum Relevance

Highly

Targeted

Remarketing
Google AdWords-Search Results
 Google AdWords-Layers

 AdWords is organized into three layers:

 Account
 Campaigns
 ad groups.
Google AdWords-Account Structure
 Your account is associated with a unique email address,
password, and billing information.
Account Structure

Campaign 1 Campaign 2

Ad Group 1 Ad Group 2 Ad Group 1 Ad Group 2

Ads Keywords Ads Keywords Ads Keywords Ads Keywords

Google AdWords-Campaign Types

 Your ad campaign has its own budget and settings that

determine where your ads appear.

 We can create a project based on the client requirement

for theproject.
Google AdWords-Campaign Types
 There are five types of campaigns .They are:

Search Network
with Display Select
Search Network Only

Display Network Only

Shopping

Online Video
 Google AdWords-AdGroup

 Your ad group contains a set of similar ads and the words and
phrases, known as keywords

 An AdGroup 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.

 Google AdWords-Ad Types

Image Video Dynamic Mobile

Text
Ad Ad Ad Ad
Ad
Google AdWords-Ad Types
Google AdWords-Keywords Match Types
Keywords Types

Broad Phrase Exact Broad Match

Match Match Modifier
Match

This ad The ad will show, The ad will show, Best match type
automatically run if user query if the keyword to target many
on relevant matches with matches exactly users, who use a
variations of your your keyword in with your query. combination of
keywords, even if same manner. keywords.
these terms aren't Denoted with
in your keyword Denoted with square brackets Denoted with plus
lists. double quotes ( “ ( [ ]) symbol ( + ) symbol
“ ) symbol
Google AdWords-Bidding Types

Mainly Three kinds of bidding types. Namely

 CPM(Cost-per-thousand impressions):

 CPC(Cost-per-click ) :

 CPA(Cost-per-acquisition) :
 Google AdWords-Ad Rank

 Ad Rank determines your ad Position where your ad

shows on the page in relation to other ads and whether your
ads are eligible to show at all.

 The main components of your Ad Rank are your bids and the
quality of your ads and website.

AdRank = Max. CPC * Quality Score(QS)

 Google AdWords-Ad Rank

 Max.cpc:
 A bid that you set to determine the highest
amount that
you were willing to pay for a click on your ad

 Quality Score(QS):
 QS is a metric calculated AdWords based on
various factors of quality and relevancy.
Quality Score Factors:
Click through rate of keywords

Relevance of keywords in Ad Group

Relevance of keywords and Ads

Relevance of landing page with keywords

Historical AdWords account performance

Google AdWords-Ad Extensions

 Ad extensions are a type of ad format that show extra

information about your business. Some can be added
manually and others are automated.
Google AdWords-Ad Extensions
Review extensions

call-out
extensions

App
extensions

Call
extensions

Location
extensions

Site link
extension
Google AdWords-Create Ads
 Google AdWords-Editor Tool

 AdWords Editor is a free, downloadable application for

managing your AdWords advertising campaigns.

Purpose:

 Can make bulk changes in off-line

 Export and Import files to share proposals
 View statistics to all campaigns
 Copy/Move items between Adgroups and Campaigns