Introduction to AdWords

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-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.
 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 Ads

Keywords

Campaign 1 Campaign
Ads 2

Keywords

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

Keywords

Ads Keywords Ads Keywords Ads Keywords Ads Keywords

Ads
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

the project.
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 Match Modifier

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