Professional Documents
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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 8 advertisements that are
displayed on Google’s Homepage
4 on Top 4 on Bottom
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PPC ADVERTISING
PPC - Pay 6
Per Click
Adwords
Search Display
SERP - Search Engine GDN - Google
Results Page Display Network
PS : Search does not cover 100% market. Google has a Display Network with more than 3 million
websites registered with them
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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
oups : To avoid confusion different products, Google Created different adgroups which is synonymous to SK
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Campaign
(Settings)
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TERMINOLOGY IN ADWORDS
• Bid - Bid is the maximum amount you are willing to pay for one click on
your advert
• CTR - Click through rate, no. of times (your ad is clicked)/(your ad is
shown)
• 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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UNDERSTANDING ADWORDS
ALGORITHM
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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
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Ranking based on Quality Score
Google
Advertisem Clicks CTR = Quality Positio
Bid Budget Impressions (I) Revenu
ent (C) C/I Score n
e = GR
GR = Bid * Clicks 16
QUALITY SCORE
If we are advertising for shoes, then the content on
landing page should be related to shoes. They check
all the parameters and based on that a Quality score is
provided to you (From 1 to 10)
Parameters – Your Advertisments, Your Landing Page,
Experience of the landing page, Loading Time,
Conversion Rate
The content and context of the ad and the landing page needs to be in sync
The landing page experience and ad – formats also add to the quality score
Quality score fluctuates, it is not
permanent.
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SETTING UP ADWORDS
Visit www.adwords.google.com
or
www.google.com/adwords
Step 1 Step 2
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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 it’s
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 advert delivers an acquisition.
Conversio
Advert Clicks CPC CPA
n
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CPA Bidding means that my CPA is Rs 200 as shown in
the previous slide but the ideal amount for an acquisition is
Rs 180 for my business.
PS : Using CPA bidding does not mean that you will not pay for clicks, it means that Google anna
please try and optimise my acquisition cost to the mentioned amount
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FLEXIBLE BID STRATEGY
Day - 2 29
Ad Extensions -
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Types of Ad Extensions -
3 Types
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Locations
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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 - it’s 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 Google’s first page (that’s 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
So for an ad-group of 10 keywords, you should make almost
10-15 advertisements with all permutations and combinations
possible
Make sure the experience of your Landing Page is good!
• Easily Navigable
• Fast Load Time
• Clear Copy
• Clear CTA
• Optimised Sales Funnel
• Recommended Options if valid
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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
Eliminate the negative keywords which does have a buy
intent
Search for the keywords that in broad match may be
displaying your advertisements & are not relevant and
pause/remove them
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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
Ag Gende
e r
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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