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Google Adwords
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GOOGLE ADWORDS OVERVIEW
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SEO - Search SEM - Search
Engine Engine
Optimisation Marketing
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SEM - Search
Engine
Marketing
InOrganic Traffic
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There are maximum 19 advertisements that are
displayed on Googles Homepage
3 on Top 16 on RHS
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PPC ADVERTISING
PPC - Pay 6
Per Click
SETTING UP ADWORDS
Visit www.adwords.com
or
www.google.com/adwords
Step 1 Step 2
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Adwords
Search Display
SERP - Search Engine GDN - Google
Results Page Display Network
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UNDERSTANDING ADWORDS
ACCOUNT STRUCTURE
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Campaign
(Settings)
AdGroup 1 AdGroup 2
Ad 1 Ad 2 Ad 3 Ad 1 Ad 2 Ad 3
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Campaign
(Settings)
Shoes Handbags
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UNDERSTANDING ADWORDS
ALGORITHM
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HOW ADWORDS RANKS ADS ?
Ad Ranking on Google Adwords is based on
the following parameters :
Bid- Bid is the maximum amount you are willing to pay for one click
on your advert
Budget - The maximum amount of money that you are willing to spend
on your campaign per day
Quality
Score - The quality score defines how relevant is our content
and context of the advertisement
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QUALITY SCORE
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Ranking based on Bidding
P#1
Ram 5 500 2
Shyam 10 1000 1
P# - Parameter 14
Ranking based on CTR
P #1 P #3 P #2
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Ranking based on Quality Score
Google
Advertisem Clicks CTR = Quality Positio
Bid Budget Impressions (I) Revenue
ent (C) C/I Score n
= GR
GR = Bid * Clicks 16
CREATING SEARCH CAMPAIGNS
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Step - 1
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Step 2 - Creating an Ad Group
Until august 2013 we had an option to target on devices but now its
discontinued. There is no alternative, one has to have a responsive website
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Step 2 - Creating an Ad Group (Continued)
Target according to the need of the business, we can target countries, states, cities, places and
also we have an option to do radial targeting
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Radius Targeting
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Step 2 - Creating an Ad Group (Continued)
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BID STRATEGY
PS : Go for manual bidding only if you have time - at least 15-30 mins per campaign
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Advance Bidding Options
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Conversion Tracking?
A conversion is when someone completes a desired action like a
sign up, a purchase, or an event registration.
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CPA
Cost Per Acquisition is a method of advertising whereby the
advertiser only pays when an ad delivers an acquisition.
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CPA Bidding means that my CPA is Rs 150 as shown in
the previous slide but the ideal amount for an acquisition is
Rs 120 for my business.
PS : Using CPA bidding does not mean that you will not pay for clicks, it means that Google please try and
optimize my acquisition cost to the mentioned amount.
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FLEXIBLE BID STRATEGY
Day - 2 29
Ad Extensions -
The extra links which you encounter on Google ads other than
the normal ads are known as Ad Extensions
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Types of Ad Extensions -
3 Types
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Locations
You can use this to add a business office address in the advertisement
- Adding a location adds a pinch of authenticity to your advertisement
PS : To use this feature you should have your google places account
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Sitelinks
Apart from landing page, you can add more links under the advert to
promote other deep links
For example : After promoting a restaurant, if you want an extra link to promote
the lunch ordering on a specified time. You can use this tool - its really a utility
tweak
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Call
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Getting keywords via Landing Page
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Ad Snacks!
PS :
-Use your page keyword in headline and first line description to increase
relevancy and hence the Quality score
-Domain name should be same in both Destination and Display URL
-End the first description line with a full stop, it increases your chances of
landing into Googles first page (thats a tweak)
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FOOD FOR THOUGHT
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CONVERSION TRACKING
My ad
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All Conversions Unique Conversions
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View through conversion window
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Tips for improving CTR
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Tips for improving CTR (Continued)
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Types of Keywords
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Optimising the campaign
i) Campaign level
ii) Campaign Stats
iii) Quality Score
iv) Negative Keywords
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Campaign Level
Categorise Create
similar keywords advertisements for
under one every keyword in ad-
pool/ad-group group
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Campaign Stats
Make sure you ad these three metrics while customising the columns
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Quality Score
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Negative Keywords
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DISPLAY CAMPAIGN
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Difference between Search & Display Campaign
Search Display
Keywords, Placement,
Targeting Keywords Topics, Interests, Age
and Gender
Bid CPC, CPA, Flexible bid CPC, CPA, Flexible bid, CPM
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Creating a Display
Campaign
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In display campaign, one has the flexibility of selecting the devices, versions
of operating system, Device models, telecom carriers etc.
You can get really niche with your segmentation and targeting here.
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Bidding
CPM - Cost per mile is an extra option while we bid for Display
Campaigns.
This metric is mostly used when your objective is branding.
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Viewable CPM
Many at times the user quits the page before it is loaded completely
or without viewing the entire page- earlier that was considered as an
impression but now via Viewable CPM - You pay only when a visitor
actually views a page
So with this metric you do not pay on clicks but you pay on views,
you can also use this metric if your CTR is high.
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Scheduling
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Ad Rotation
The key is to select the metric which helps us to attain the desired
objective of advertising, so this remains contextual to the business
and objective.
Chose accordingly!
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Frequency Capping
This means that we can restrict the number of times the same ad is
shown to the same person - we can keep it 2 times per day or 10
times per week.
This will ensure that multiple ads are shown to the target audience
for better results.
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TARGETING IN DISPLAY
CAMPAIGNS
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Keywords
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Topics
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Interests
Google has a huge database which they have built and segregated
based on the usage of internet by these people - a wonderful
segmenting option
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There are 2 basic categories in Interests
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Placement
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Demographics
Age Gender
You can target the user based on their age and Gender
PS : Google knows the demographics details of only 30% of the existent data
they have, hence if you do not select others option - you can lose upon 70%
of potential customers
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CREATING A BANNER AD
Manual | Google Scan | Ad Builder Tool
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Manual and Google Scan
Manua
l
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Ad builder tool
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ReMarketing
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ReMarketing (Continued)
Step - 1 Step - 2
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Setting up ReMarketing
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Optimising the Display campaign
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THANK
YOU
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