TRAINER’S MANUAL

Google Adwords

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GOOGLE ADWORDS OVERVIEW

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 SEO - Search SEM - Search
Engine Engine
Optimisation Marketing

Google

Organic Traffic InOrganic Traffic

62 % 11 %

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SEM - Search
Engine
Marketing
InOrganic Traffic

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There are maximum 19 advertisements that are
displayed on Google’s Homepage

3 on Top 16 on RHS

8 Image ads Up to 8 Text ads

Image ads are only meant
for e-commerce websites

PS : Google has discontinued the bottom advertisements now

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 PPC ADVERTISING

Advertisements on Google were called PPC

advertisements because you get charged only
when a person clicks your advertisement.

PPC - Pay 6
Per Click
 Adwords

Search Display
SERP - Search Engine GDN - Google
Results Page Display Network

85% of world’s Internet Population

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)

Shoes online Red sports shoes

Ads related to shoes Ads related to handbags

Keywords and ad copies Keywords and ad copies

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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

Advertisement Bid Budget Position

Ram 5 500 2

Shyam 10 1000 1

P# - Parameter 14
 Ranking based on CTR

P#1 P#3 P#2

Advertiseme Budge Impressions Clicks

nt
Bid CTR = C/I Position
t (I) (C)

Ram 5 500 500 50 10% 1

Shyam 10 1000 500 10 2% 2

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 Ranking based on Quality Score

P#1 P#3 P#2 P#4

Google
Advertisem Clicks CTR = Quality Positio
Bid Budget Impressions (I) Revenu
ent (C) C/I Score n
e = GR

Ram 5 500 500 50 10% 250 8 1

Shyam 10 1000 500 20 4% 200 5 2

Gaurav 20 2000 500 15 3% 300 4.5 3

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.com
or
www.google.com/adwords

Step 1 Step 2

Sign in with your Google

account from the option
displayed on top right
hand side

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CREATING SEARCH
CAMPAIGNS

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Step - 1

To start with select the search network only

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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

Radius targeting is a beautiful tool to target for local shops

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Step 2 - Creating an Ad Group (Continued)

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 BID STRATEGY

Manual Bidding Auto Bidding

Liberty to change the
individual bidding of This is the maximum bid
keywords according to that i would pay for the
performance of the entire ad campaign
keyword

PS : Go for manual bidding only if you have time - at least 15-30 mins per campaign

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Advance Bidding Options

Targeting via CPA - Cost per Acquisition

Conversion Tracking?

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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.

You can set conversion tracking via setting the objective as

shown above

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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

Ram 2000 100 10 200

CPA = (CPC * Clicks)/ Conversions

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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.

Now based on this information Google will try to optimise

your conversion to Rs 180

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

This is a mix of automated bidding and manual bidding -

you can make best use of this by using automated
bidding initially and then maintaining customisation and
control

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

Locations | SiteLinks | Call

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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 - it’s really a utility
tweak

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 Call

Along with your ad,

you can ad a phone-
number, so whenever
they see an add on
their mobile devices
then they would be
able to click it and
directly call you

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 Getting keywords via Landing Page

You can also add your

keyword set manually

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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

A good CTR for a search campaign is considered to

be 2%
Don’t add too many keywords in one ad group
If your quality score is good then your ad position
would be good, make sure you maintain relevancy
Est. first page bid tells you the amount you should
bid in order to be eligible to appear on front page

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CONVERSION
TRACKING
My ad

Landing Thank You

Page Page
<body>
— Paste code
-
— here
-
— </body>
The page which come
after you make a payment
or the thank you page of a
sign up

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 All Conversions Unique Conversions

It only consists of unique

All the conversions includes
conversions, if a person
multiple conversions by
performs a conversion twice
same users as well
then he would be counted as
1

The requirement of an e-commerce venture would be multiple conversion

tracking v/s a sign up event which would require Unique conversion tracking,
it’s all contextual

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 View through conversion window

View through conversion window means that the tracking of an

event or conversion would be tracked over a period of time - it
would be tracked.

For example if a consumer encounters your ad today but does not

clicks it, he sleeps over it but next day he comes from some other
source or via directly entering the URL, it would be counted as a
conversion via the advert

PS: Google tracks this phenomenon via cookies in

browsers

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 Tips for improving CTR

• Ad keywords should be included in heading and the ad body -

This gives high relevancy to the advert
• Maintaining high relevancy of the keyword with the advertisement
• High relevancy with the landing page (Destination URL) and
advertisement
• Optimising our landing page according to our ad campaign
• Increase keyword density
• Optimise URL and title of page
• Optimise meta description and Meta Tag
• Improve the loading time of your landing page (Ideal 3-5 sec)

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 Tips for improving CTR (Continued)

• By having call to action in the body of the ad (Call to Action - CTA

is ad copy that compels users to click on your advertisement)
• Using display URL to your benefit
• Link extension is another way to increase CTR
• By having multiple ads for a single keyword

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 Types of Keywords

Broad Match | Phrase Match | Exact Match

Keyword - Buy handbagsKeyword - Buy handbags Keyword - Buy handbags

i) buy handbags i) buy handbags i) buy handbags

ii) buy cheap handbags ii) buy cheap handbags ii) buy cheap handbags
iii) buy handbags online iii) buy handbags online iii) buy handbags online

All keywords If the sequence is

As the name
consisting buy same it would be
suggests it would be
handbags would be considered as a
considered a exact
included as it is a phrase match but if it
match if it is the
broad match is disturbed like in ii)
same keyword
keyword it would not
be considered
Day - 3 43
 Types of Keywords (Continued)

Keyword - + Buy handbags Keyword - Buy handbags

= purchase handbags
= get handbags
- means negative keywords,
your ads would not be shown
+ means synonyms in keywords hub
on these keywords

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 Optimising the campaign

There are four ways to optimise a 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

i) Decrease the bid of the keywords which are performing really

well
ii) Pause the keyword which is not performing

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 Quality Score

“The third way to optimise the Quality score as mentioned in

the previous slides”

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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

Click here to delve

deeper into keywords
insights

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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

Ad Format Text Text, Banner and Rich Media

Bid CPC, CPA, Flexible bid CPC, CPA, Flexible bid, CPM

Placement SERP & Google

Display Network
Search Partners

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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.

You pay on 1000 views/ advert.

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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

You can schedule your advertisements as per the

requirements/purpose of the campaign

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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

This targeting option is similar to the one in the search campaign.

Here the only difference is instead of targeting keywords, you target

webpages.

So the webpages having the mentioned keywords and are a part of

GDN would be showing these advertisements.

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 Topics

This works by the topic of the discussion on the webpage, this is a

better targeting option as topics/headlines are the soul of a
webpage

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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

Affinity Audiences In Market audiences

This category listing

This category helps us to
entails details of the
brand a product/service
customers who has a
and reach out to more
probability of buying your
people
product/service

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 Placement

With this targeting option

you can manually place
the adverts on websites of
high traffic and relevance

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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

In this Google has provided

predefined templates which
can be used to make
advertisements instantly.

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 ReMarketing

If a person clicks on your advert and landed on your landing page

but he did not complete the purchase/signup/subscription then you
can remarket the product to him.

Now whichever website that user browses, the advertisement of the

same product which he checked or the one you want to market will
be shown to him provided that website which he is browsing is a
part of Google Display Network

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 ReMarketing (Continued)

Step - 1 Step - 2

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 Setting up ReMarketing

Enter your email id and you will receive a code -

paste that code in every webpage of your
website
That’s it!

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 Optimising the Display campaign

There are four ways to optimise a campaign

i) Campaign Stats - CTR and Conversions

ii) Live Stats

PS : keep a regular check on your campaigns to get better

results

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THANK
YOU

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