Google Ads V1 - May 2020 PDF

Google Ads
Learn the foundations of pay-per-click advertising with Google

AdWords, the industry-leading PPC platform. First, explore how
AdWords works and how it fits with what your business—and
your customers—need. Then learn how to set up a new AdWords
account and start researching your keywords: the foundation of
all great advertisements.
Author: Nitin Karkara

Introduction

The Power of Adwords

Hi, I’m Nitin Karkara, and welcome to Google AdWords Training
Videos. In this course, I'm going to walk you through the ends and
outs of setting up your first AdWords account. This includes
everything from learning about how AdWords works to learning
how to optimize your efforts. Along the way, I'll show you how to
set up your first text ads to bring targeted visitors to your page. I'll
touch on the foundations of selecting and researching appropriate
key words, and we'll explore the intricacies of how campaigns, ad
groups, and ads are structured.

We'll also explore ways to measure results, including integrating with Google analytics, and
setting up remarketing. Together, we'll even be looking at setting up experiments using
advertising extensions,and reviewing key strategies for building converting ads. Whether
you're looking to start advertising for your local business, or an online store front, you'll find
the skills you need to connect with your customers online all in this course. Let's get started.

Google AdWords is now
Google Ads

Google recently went through a rebrand, and moving forward, Google AdWords will now be known as Google Ads. In
addition to the name change, there's a new logo, and you can see the change from the old to the new right here on
Google's blog article, which announces this new branding.

Key Terminologies
of Paid Media

Clicks
When a mouse clicks on an ad or a link, it takes the
user to a page on a website. When the number of
impressions (users exposed to your ad) is divided by
the number of clicks (users actually clicking on your
ad), the result is a click-through rate (CTR) that
provides a measure of your ad’s ability to provoke
interest.
Cost Per Click (CPC)
Cost per click (CPC) is a paid advertising
term where an advertiser pays a cost to a
publisher for every click on an ad. CPC is
also called pay per click (PPC). CPC is
used to determine costs of showing users
ads on search engines, Google Display
Network for AdWords, social media
platforms and other publishers.
Hits are easily confused with clicks and
website visits. When someone visits a website
and clicks on its content—links, graphics, or
Hits text—that is a hit. Hits are not clicks or
visitors! However, analyzing hits might help
the publisher assess users’ interests, e.g., what
content gets a lot of hits?
Visitors
Visitors refers to the total number of Internet users
who arrive at a website, some of whom may have
visited the site more than once. Visitor behavior on a
site varies; some stay on the site only very briefly,
while others may navigate around the site examining
its content, making number of visitors a non-specific
piece of information that only hints at audience size.
Unique visitors are who visit a website,
Unique counting each person only once during the
reporting period. This statistic is relevant to
Visitors advertisers as a measure of a site's true
audience size, similar to reach in other media.
Page Views
Page views are the gross number of times particular
pages are accessed—without regard to the number of
different individuals accessing the page, from where,
or why. For example, if a site earns a major portion of
its income through advertisements displayed on it,
then page views play a significant role. However, page
views are not significant if the site earns most of its
revenues from converting visitors to sales.
Impression
Each time your advertisement is displayed
to a user, it counts as an
impression. Impressions are often tied to
Frequency and frequency is the amount of
time a single user will see your
advertisement. If you had 10 impressions
of an ad, with a frequency of two, then five
people would have seen that
advertisement.

Cost Per Impression
(CPI / CPM)
• Cost per impression (CPI) refers to the
rate that an advertiser has agreed
to pay per 1,000 views of a particular
advertisement. A website that serves
ads based on CPI doesn't need the
user to click on the ad – each
appearance of the ad in front of a user
counts as one impression.

Call to Action (CTA)
Calls to action typically use a verb, such
as "Save Now" or "Buy Today". You'll find
them in banner ads, on website landing
pages and in social media posts, to name
a few.

Bounce Rate
As you drive traffic to your site, you'll
encounter what is called the Bounce
Rate. This is when a visitor arrives to your
website but leaves after visiting only one
page. They're said to have bounced and
your bounce rate is the percentage of
those visitors. A bounce rate can apply to
an entire website or a single page.

Click Through Rate
(CTR)
Now the traffic that didn’t bounce had to
come from somewhere, whether it was an
advertisement or an email, you'll want to be
measuring your Click-Through Rate. As
marketers, we'll often measure
performance by how many clicks an ad
receives. Every time an advertisement is
shown, it counts as an impression and the
click-through rate is how many clicks were
received in relation to the amount of
impressions.

Conversions
When a user completes your goal, whether its
buying a product or downloading an
application, they're said to have converted and your
Conversion Rate is the percentage of visitors who
entered into this experience and actually completed
the goal.
To understand how a user converted or when, we
need to use what is called a Tracking Pixel. These are
tiny one by one pixel images that are installed on your
website to track conversions, website visits and ad
views. Now, advertising only make sense if it brings
you a positive return on investment.

Cost Per Action /
Acquisition (CPA)
You may also hear this referred to as CPA or
in some cases Costs per Action. This is how
much it costs you per goal completion. So if
you ran an advertisement with a goal of
getting an application download and that ad
costs you Rs. 5,000 and if one person
downloaded the app, despite the hundreds
that clicked on it, the cost per acquisition
for that single user would be Rs. 5,000.

Banner / Display
Advertisements
• Here, we're going to talk about more about Banner
Advertisements and Display Ads. These are
referring to visual images, either static or animated
that are used to generate brand awareness or
entice a user to click. Most banner or display
advertisements will contain a call to action.
• Now, when you run these advertisements or share
an offer, it's important that the user arrives on a
page this is specific to your promotion. If you don't
use one, it's unlikely that they'll convert and this
page that they first arrive on, is called the Landing
Page.

Other Key KPI’s to
Measure
An Overview of Google Ads

Google Consumer Moments
Billions of times per day people turn to
Google to look up an answer to a
question, discover a new place to
visit, find solutions to their problems,
and look for products to buy. Google
calls these the I want to know, I want to
go, I want to do, and I want to buy
moments.
I prefer to instead consider these a
consumer mindset. Every business can
solve one or more of these mindsets. A
customer that wants to know, well, you
can tell them. If they wanna go, you can
take them. If they want to do, show
them how. And if they want to buy, you
can sell them.

Answers to the moments
• You are the I can tell you, I can take you, I can show you, I
can sell you, answer to those moments. Google Ads is
Google's online advertising platform. And it's built to put
you in front of a potential customer at the right time with
the right message when they're in the right mindset.
• You'll be creating ads for your business, and choosing
when you want them to appear in Google or next
to relevant search results. The concept is fairly simple. You
identify words that are relevant to your products or
services and then AdWords shows your ad on Google
when someone searches for these or related words.

Live Scenario
• Let's walk through a scenario together. I'm going to visit
Google.com and run a search for eyeglass repair. Now if
you've seen some of my you know I wear glasses. What
you might not know is I’m notorious for breaking
them. So in this case I'm actually looking for a place that
can repair my eyeglasses. Now once I hit search Google
is going to comb through billions of webpages,
blogs, and other listings to find the ones most
relevant to my search for eyeglass repair.
• Now you'll notice right at the top of the page we see
three listings that are labeled with this ad icon. So it's
immediately apparent to us that these are paid
listings. Here along the right hand side you'll notice that
there are some products in view. Now Google
experiments with what shows up on the right hand
side. It used to be that the text ads showed up here, but
they have since moved in line with the organic listings
but we do see some product listings here and these are
sponsored which you can identify by the word
sponsored in the upper right hand corner of that
column.

Top Visibility
• To the top of the page you'll notice that Google is

suggesting that there's about 475,000 results for
eyeglass repair. When you think about that many results
you'll come to the realization that a tiny fraction of
eyeglass repair businesses are going to be among the
top few pages of results. And that's where AdWords
comes in. AdWords gives your business visibility even
if your website is not in the top result.
• AdWords can help get your business to appear on
Google in front of many potential customers. And it's
not just any customer, it's the right customer. In this
example I'm ready to get help fixing my glasses. And
here we can see several ads and we can identify the
ones that jump out to us. Here I can see Need to Repair
Your Glasses? - Save on a Brand New Pair,okay, that's
not what I'm looking for. Here we go, Eyeglass Repair. If
we can't repair it nobody can. Now that is a great
statement.

More
searches on Now I've only shown you how Google In fact, more Google searches take place on mobile
Mobile AdWords looks on the desktop, but one thing I want

to stress before we go any further is that consumers
are increasingly picking up their smartphones for
devices than on computers in 10 countries including
the India and U.S. This presents a tremendous
opportunity for marketers to reach people
answers. throughout all the new touch points of a consumer's
path to purchase. With that said I'll be focusing a lot
of my attention on how to take advantage of the
mobile market as we continue throughout this
course.

Where Ads appear on
Google?

Google Network
• As an AdWords advertiser, you probably want to know exactly
where your advertisements are going to show up. To understand
where your ads end up and how they get there, let's start at the
top. When you use AdWords, you're gaining access to what is
called the Google Network.
• This network is comprised of literally thousands of search and
display network websites, as well as the Google search engine,
itself. The Google Network currently reaches more than 80% of all
internet users worldwide in more than 30 languages and a
hundred countries. The Google Network is divided into two big
areas, the Google Search Network and the Google Display
Network.

The Search Network
The Search Network includes the familiar text ads in search
results. We looked at that type of advertisement in the last
movie. But these text ads can also display on Google
Maps, Google Shopping, and websites that are search
partners. And search partners include hundreds of non-Google
websites ,such as AOL.
To expand further, advertisements that are part of the

search network will link your keywords to words or
phrases someone has used in the their search. It's the
easiest to set up and you can be relatively assured that
consumers who have searched are expressing interest
and intent.

The Display Network
• The display network is typically used in conjunction with attention-grabbing
visuals. Although you can still opt to run text-based advertisements, display
ads are typically banner ads. You've likely encountered these all over the
web. Display ads work differently. Instead of targeting based on a keyword a
user supplies, Google, instead, matches your ads to websites with content
related to your targeting.
• So, if you were selling a new kitchen gadget, you might display your ads on
a website that have kitchen product reviews or websites with recipes. A
user hasn't signalled their express interest, but they might become
interested and aware of your product based on your display ad. By default,
new campaigns will target both networks to give your ads better visibility,
but you can use one or the other and I'll guide you through the decision
process later in this course.

Search vs. Display
• Search uses text ads and helps in these two key areas.
Gaining an advantage over organic listings in search and
reaching customers actively searching for your specific
service or product.
• As for display, display uses rich media and/or text ads to
help in four areas. Reaching a wide range of customers
with broad interests. Building brand awareness and
customer loyalty. Increasing engagement with
customers, and you have the opportunity to choose more
specifically where your ads can appear and to what type
of audience.

How Ads Appear on
Google?

Ad Types
• Whenever Google serves an
advertisement to a customer, it
can appear in a variety of
formats. We refer to these as ad
types, and the most popular are
text ads, ads with extensions,
responsive ads, shopping ads,
image ads, video ads, and call-
only ads.
• Let's talk through these
together.

Text Ads

Ads with
Extensions

Responsive
Ads

Shopping
Ads

Image Ads

Video Ads

Call-Only Ads

Benefits of Using Google Ads

Key Benefits
• There are other search advertising
solutions on the web today, but
the benefits to using Google
AdWords to manage your
advertising are immense. AdWords
offers tremendous reach, precise
targeting, and almost limitless
measurability.
• Google also has tools to help you
improve. And let's face it, it's just
where most people go to find what
they're looking for online. Now,
AdWords has many benefits, but I
wanna focus on the key ones.

Other Benefits of using Google Ads
80 / 20 Rule
This is even true in Google ADS

It’s a law of nature that 80 percent of the money
comes from 20 percent of the customers, 80
Law of Nature percent of the sales come from 20 percent of the
products, 80 percent of the cars drive on 20
percent of the roads. 80/ 20 applies to almost
everything you do in business.

On the internet, most things aren’t
80/20. They’re 90/10!

The web , the “great equalizer,” the leveler of all
playing fields, is even more unequal. 90 percent
of the customers use 10 percent of the search
engines. 90 percent of your traffic comes from
Great 10 percent of your ad campaigns. 10 percent of
the advertisers get 90 percent of the traffic.
Equalizer • Winners win BIG on the internet.

• Losers lose BIG on the internet because it’s so
frictionless.
• Winners rise to the top faster.

• When you are #1 in your market, you
become the star. The default go-to person
that everyone talks about.
• When you are #1 in your market, you get

Be a #1 in treated to the best deals, approached by
the best vendors, offered first right of
your Market refusal on the best joint ventures, and get
the seat of honor at the head table.
• When you’re #1 in your market, reaching

out to an adjacent niche and dominating
that one, too, becomes easier and easier.

On Google AdWords, 2 percent of
the advertisers get 50 percent of
the traffic.
Who gets the
traffic? So you need to decide to be one of
the top 10 percent players who
share 90 percent of the spoils with
Google.

Google is THE gold standard
• Your ability to buy Google clicks is THE measure of your sales

mojo. It is THE litmus test of your ability to be #1 in your
market.
• Do you have the best sales machine? Can you be #1? Are you
inching up on #1? Are you quickly becoming a contender? Or
are you fading away?
• Once you know how to do Google AdWords, then your ability

to play there is where you find out exactly how you stack up.

The Three Niche Domination
Strategies Of Google AdWords

Find your NICHE
• If you can afford to spend even one penny more than all your competitors to
buy clicks, then sooner or later you WILL be #1. When you have the best sales
funnel and conversion rates, you get easy access to all the traffic, not just
some of it.
• If you can’t be the big fish in a big pond, be a big fish in a little pond. This is
very big and very important. This goes hand-in-hand with . . .
• If you can find a little pocket where competition is thinner and you can
dominate , then you can chisel your way in to an overlooked market in Google
AdWords. (There are millions of them right now and there always will be!)

Google Stats
• Google gets searched six billion times every day. That’s 70,000 searches every second.
• Google can bring thousands of visitors to your website 24 hours a day, 7 days a week,
365 days a year
• And it can all happen on autopilot: 100 percent predictable and completely
consistent, like clockwork.
• Ten or fifteen years ago, an impossible dream; today, a reality.
• And of all the different traffic sources you can buy, Google is the most steady, the
most stable, the most predictable. If you want traffic 24/ 7/ 365, Google is
unmatched.

Search vs. Display
Network One-Minute
Reality Check

Search vs GDN
• Google’s Search Network reaches people who actively go
searching for a specific keyword phrase, whether they used
Amazon, Ask.com or some other search partner site.
• Google’s Display Network (GDN) is the vast array of sites on

the internet that display Google ads, from tiny mom-and-
pop websites all the way up to CNN and the New York
Times.

So which is better for your
business?
Google Search or Google Display?
Find out in just 60 seconds! Take this short quiz and get an instant ScoreCard
on how appropriate your business is for
Google AdWords for keyword search and

Google’s Display Network.
Your ScoreCard will also gauge the competition level and priority you should
place on AdWords compared to other advertising opportunities.
It only takes a minute: www.IsAWforMe.com

What About Facebook?
Facebook Ads vs.
Google Ads

• Facebook has matured from social media
curiosity to robust source of high quality
converting traffic.
• Advantages of Facebook advertising: It’s very

Search VS. good for businesses that sell art, culture,
personality, experiences, entertainment, and
fun. Results can be almost instantaneous and
Facebook it’s good for quick hits , fast bursts of traffic,
and live events.
ADS
• Disadvantages of Facebook advertising: It’s
never “set and forget.” You don’t really
optimize Facebook the way you optimize
Google ads, and it doesn’t run 24/7/365. You
constantly have to be coming up with new ads
and promotions. Facebook is all about the
next promotion, the next big idea, the next
great thing.
• Advantages of Google advertising: It’s very
good for businesses that sell solutions,
components, results, details and work. It runs
24/7/365 and while it takes work to optimize,
once it is optimized and working, it can be
reasonable to maintain and produce steady
results for months, even years.
Pros and
• Disadvantages of Google advertising: It’s very
Cons competitive, success is usually not
instantaneous, and Google itself can be
bureaucratic and difficult to deal with.
• How appropriate is Facebook advertising for

your business? Score yourself on a scale from
1 to 10 in 60 seconds with our free tool at
www.IsFBforME.com

Understanding Google
Ads Structure

Google Ads
Structure
• Before you begin creating your campaign, it's important to learn how AdWords is structured. A well-organized account will be
essentialin creating effective campaigns that target the right audience and ultimately help you reach more of your advertising
goals. AdWords is organized into five tiers, account, campaigns, ad groups, keywords, and your ads. At the very top you have your
account. And this is the information you'll establish when you sign up. Your email address, password, and billing information. Now
there's not much you'll do at the account level unless you move into managing AdWords for other clients.
• And we won't be covering that. Now an account has to have one campaign and one ad group, but a well-structured account will
have multiple campaigns and multiple ad groups.

Sample Structure
• So let's say that we're advertising a software
company that provides online time
tracking. You might have two objectives. One is
to show up alongside competitors and the
other is to show up for people searching for
time tracking software. I would then create four
campaigns to start with.
• One for competitors, exact match; one for
competitors, broad match; one for time
tracking keywords, exact match; and one for
time tracking keywords, broad match.
Continued…

Sample Structure
• Beneath that we'd set up several ad

groups. One ad group for each competitor in
the exact match campaign, and then we'd
duplicate that same set of ad
groups underneath the broad match campaign.
Next I'd set up ad groups for the different
industries people might be searching for the
software, and I'm going to put those under the
time tracking campaigns.
• This could be freelancers, contractors,
customer service, and so on. I'd imagine that
freelancers might type something like time
tracking software for freelancers and one for
customer service might be time tracking
software for customer service agents.

Understanding quality
score and the auction
system

Google - Auction
For Google, the better the ads they show, the more money they
make. Now before we get too much further, let me back up and
share with you the context of what we're going to be talking
about.
I'm here on the Google search page. And I'm going to run a
query for coffee subscription.
So we can see that there are four ads here at the top and if I
scroll to the bottom of the page, there's two ads here at the
bottom. But how does Google decide the order that these ads
appear in? Fundamentally, Google Adwords is an auction based
platform. And by that logic, the person with the highest
bid should appear at the top of the page or in what we call
position number one.

Google - Auction
So this ad here that says Coffee

Subscription, A world Tour of Amazing
Coffee is in position number one
followed by two, three and four. So
let's talk this through. If we add four
people bidding, and the max bids-per-
click were $5, $4, $3 and $2, you
would expect bidder number one at
$5 to get the best position. But that's
not the case. The winner is actually
determined by what we call ad rank.

Google - Auction
• Now, I'm going to simplify quite a bit. But this score is essentially
calculated by looking at the maximum bid and multiplying it against your ad
quality score. And the ad quality score is based on a variety of factors. The
first is your expected click-through rate. Google is going to make an
educated guess on how often people are going to click your advertisement.
From there, is your landing page experience. Your advertisement is only
useful if your visitors can find what they expect once they click over to your
site.
• Your landing page must be incredibly relevant to the ad, easy to navigate
and transparent on how you collect and use your customer data. And that's
really just your privacy policy and terms and conditions. Next, they look at
your ad relevance by analyzing the language in your ad as it relates to what
a user typed into Google. And this prevents people from simply buying their
way into unrelated keywords.

Google - Auction
• So Google takes all of these factors and
calculates a quality score. And your
quality score is on a scale of one to
10. Now we don't know for certain how
Google calculates your final ad rank, but
for the sake of this example, let's assume
that they take your maximum cost-per-
click bid and multiply it by your quality
score. So let's say we have four
advertisers bidding. Brand A, brand B,
brand C, and brand D.
• We'll assign maximum CPC bids of $5, $4,
$3 and $2 respectively. And then let's
assign some quality scores. Two, six, nine
and seven.

Google - Auction
• So if we run our simple
formula, we'll have ad ranks of
10, 24, 27 and 14. So ad
position number one will go to
brand Ceven though they had
a lower bid. And ad position
number two will go to brand
B even though they had a
higher maximum bid.
• And if your rank is just too
low, you can not appear at all.

Define your Business, Products, Customers
and Realistic Expectations

Define your Business

What are
your Goals?

Composition
of the Goal

Example - 1

Example - 2

Define your Product

Define the needs as per your products
• It's not good enough to focus on your business
broadly. You want to target your specific
products. This lets you tailor your advertising
copy and your keyword strategy to meet your
customer when they're in the right
mindset. Each product will need its own
campaign, its own goals, and likely a unique
landing page for when the advertisement is
clicked. Take some time to think through all the
products and services you offer.
• You can even group your products into multiple
categories, so you might list out your products
by type first, and then again by brand. Before
we continue, make a list of everything you sell
or offer.This will help you as you prepare to
build your first campaign.

Define your Customers

Create
Personas At this stage, we understand our goals and our
product. But it would be a waste of time to
When I start any advertising endeavor, I like to
outline the type of customer I'm targeting, specific
pursue the wrong audience. The best audience is to the product I want them to buy. And you can do
one that needs your category of product. And the this by creating descriptive personas. There's a lot of
audience that is looking for dog grooming, for ways that you can go about deciphering the
example, might not be the same audience that's personas of your users.
looking for cat grooming.

Persona
Exercise

Persona
Exercise

Persona
Exercise

Persona
Exercise

Personal
Exercise

Persona Example:

Setting Realistic
Expectations

Successful AdWords Campaigns
AdWords is exciting. It's an accessible

platform, it works in near real-time, and it's
an opportunity to generate immediate
exposure for your company. But it's very
likely you're not going to get an amazing
result with your first step up to the plate.
Every business is unique, so there isn't a
one-size-fits-all approach.
Successful AdWords campaigns require
persistence. You have to spend money, look
at the data, refine your campaigns, spend
more money, look at the data, and
repeat. In fact, your first month might be
terribly frustrating. Lackluster clicks, no
phone calls, meager sales.

What to
Expect?

Getting Started with Google Ads (AdWords)

Setting up an Account

Sign-In to Google Ads
To start advertising with Google Ads, you'll

need to create an Ads account. The first step
is to open up a browser and head over to
ads.google.com. From here, I'll choose 'start
now' on the left side of the screen, and
Google is going to redirect us into their
guided tour.
Now it's tempting to fill out the
information in this guided tour. But if you
do, Google is going to walk you step-by-step
all the way through setting up your first
campaign, and I'm not a big fan of trying to
create something before you've explored
how the interface works.

Skip the Guided Tour

Enter Gmail Address
• Now simply click 'skip the guided

setup'. First thing's first, we need to
either enter in our existing Google
account information or provide
information to establish a new Google
account. If you use gmail, analytics, or
AdSense, then you already have an
account established with Google.
• And you can use the same e-mail
address you use to log into analytics to
sign up with AdWords. Now if you're
creating a brand new Google
account and setting up Google AdWords
for a business purpose, you likely wanna
create the Google account with your
business e-mail domain.

Google Ads Interface

Exploring the Google
Ads Interface

Example of
the Client
Campaign

• Let’s view the types of Campaigns
• Removed and Enables Campaigns
• Keywords
• Ads and Extensions
Going through • Settings
• How to Add a New Campaign? – “Click on the Blue +
the Live Sign”
Interface • Explore the “GOTO” Option on Right hand corner
• Explore the Types of Reports
• Help and Quick Reference Map
• Notifications

A look at the Google Ad
Express

Google Adwords Express
• This is a good opportunity to pause,

before going any further, and discuss
Google Adwordss Express. Google
Adwords Express is an advertising
product that is marketed toward small
business owners.
• The allure is that AdWords Express
automatically manages your online ads
without the need for daily tasks or
checking in. It's a very lightweight version
of Adwords that has limited functionality
and a guided process that makes ad
creation faster. Now, Google Adwords
Express can look like an attractive option,
given how complex AdWords can feel.

Avoid using if possible
In AdWords Express, you won't have the ability to select your keywords, and all the
keyword selections will be broad matched, which can drive erroneous clicks. You also
don't have access to negative keywords or ad extensions, which are incredibly helpful at
improving your click-through rate and reducing your spend.
AdWords Express really only works if you have a very niche and very local business,
and even then, more often than not, your ROI will be far lower than when using the
traditional AdWords platform. That said, it can be useful if you just wanna dip your
toe in the water and learn the basics without all the complexity.
But if you do decide to give AdWords Express a try, do so with a limited budget, and
maintain the mindset that you'll likely never be able to fully optimize your
campaigns. See it as a test bench, a way to learn, and not something you'd expect
meaningful results from.

Researching your Keywords

How Keywords Work?

Importance of Keywords
So, selecting high-quality,

relevant keywords for
The majority of your your advertising
advertising will use Keywords are words or campaigns can help you
keywords as the primary phrases that are used to reach the customers you
method for attracting match your ads with the want when you want to
customers. So, before we terms people are reach them. Having the
start talking about searching for. These will right keywords in your
building our first be the true foundation of campaigns can be the
campaign, we need to your campaigns. difference between a
talk about keywords. profitable campaign and
one that just wastes your
money.

Use Language Customers are
Using
• One of the biggest mistakes is assuming that keywords that mean
roughly the same thing will perform the same. Let's say you're in the
pre-owned vehicles business. That's the term you use when
presenting yourself to customers and in your advertising.
• But let's be real. The general public doesn't talk about buying a pre-
owned vehicle. We don't go to Google looking for a pre-owned
vehicle. No, what do we call it? Used cars. We instead search for
used cars for sale or used car dealerships. On paper, these keywords
seem synonymous, but they're not. The keyword pre-owned
vehicles is not the same keyword as used cars. There are about
600,000 searches on the term used cars every month, and only
1,000 searches on the term pre-owned vehicles.
• As you can see, there's a huge advantage to using the language that
your customers are already using.

Tips on Selecting Keywords

Tips on Selecting Keywords

Use Keyword Planner
Use the Keyword Planner. The Keyword Planner is a tool for coming up with
new ideas for effective keywords. We're going to review this together in the
next slides, but I cannot stress the importance of this tool enough.
Take the time to put all of your keywords through it before moving them into
your campaigns. And, most importantly, take your time. Keywords are one of
the most important elements in your AdWords process.

Brainstorming Keywords
Ideas

Keyword Planner
As you'll hear me say time and time

again, choosing an organizing your keywords is one
of the most important things that you'll do when
setting up a paid search account, so what we need
to do now is brainstorm a seed list of keywords
and then look at how to evaluate their search
volume, relevance, and competition.
Now, in a bit, we're going to use the Google
Keyword Planner to help get that data, but before
we look at that tool, we need to start
brainstorming our own keywords. We're going to
use the initial list that we come up with to fill out
our ad groups, and we can always add more
keywords as we scale our campaigns.

Brainstorming Exercise
So to get an initial list of

keywords, we'll start by
thinking about our target
audience. Let's put ourselves
in their shoes, and visualize
them sitting in front of their
computer. What are they
thinking? What are they
looking for, and how would
they search for it?

Google Search Bar
• Now, in this video, we're going to focus on

creating a keyword list for a fictional
hotel which we'll call the Radisson Blu
Hotel, and for us, let's say that this hotel
happens to be in Delhi, so I'm gonna try to
think about some keywords that might be
associated with people looking for a hotel.
• Let's start typing in hotels into
Google. You'll notice that Google provides
this auto-completion. They're suggesting
search terms to the user. You'll notice that
Google suggests hotels near me, hotels in
Noida, which is where I'm located, hotels
near Noida, which is clearly a very popular
search, Radisson Group, which I believe is a
website.

Keywordtool.io
People prefer to just click in for a quick answer, so these keywords are
going to be what people are searching for, so you wanna make sure
they show up in your ads if they're relevant to you. Another great way
to brainstorm keyword ideas is to use third-party tools.
One such tool is at keywordtool.io. Here, you can simply type in the
query and choose search, and here we can see a giant list of all of the
various keywords that are related to this query.
Now, as you can see, you will need to sign up and potentially pay if
you'd like to see additional data such as search volume, but within the
Google Keyword Planner Tool, we can get that data for free.

SEMRush
Another tool you can check

out is semrush.com. Here,
you can enter in your
competitor's domain, and
they'll show you all of the
keywords that they're ranking
for. Now, this tool is paid, but
the data is very valuable.

Using Google Keyword
Planner

Where to
Find Google
Keyword
Planner
Tool?

Google Keyword
Planner
Here we see that Google has two

options, Find new keywords, and
Get metrics and forecasts for your
keywords. Let's start by finding new
keywords. We can enter in the
terms that we identified earlier, or
even provide entire phrases, or our
website, or even our competitor's
website URL. I'll start by entering in
the terms that we saw earlier in the
Google autocomplete results.

Default View
with the
Keywords

Modify
Columns
and Apply From here I'll choose Modify columns and you can
add in or remove any of these areas. So if we
weren't interested in the top of page bid, but
I'll select the filter icon in the upper right-hand
corner, or I can click anywhere in this filter area,
which is just to the right of this filter icon, and we
Filter instead we wanted to know the organic average

position, we could deselect that and select Organic
average position and choose Apply. Now if Google
can add a filter. Let's start by looking for
anything with an average monthly search of over
1,000. And you'll notice that Google provides a
doesn't have any data, which in this case, they range and sometimes this range can be pretty
don't, you'll simply see this line. Another thing that big, between 10,000 and 100,000 searches.
we can do using this list is filter it.

Additional
Filters and
Download Next, we could add an additional filter for
competition. In this case, we can search for things
that have low competition. So now what we've
done is we've said, look let's look at all of these
If I choose Download Keyword Ideas, everything
that's on the page is going to download and I can
open up the file, in this case in Excel, and here in the
column labeled Keyword, you'll see the full
Keywords keyword ideas that have a decent volume of

searches and a low competition level. This will likely
represent a lower cost per click. Now at any time
keyword. This is a helpful option, if you'd like to
interact with this data from inside Excel.
you can select Download Keyword Ideas in the

upper right-hand corner. As you'll notice, Google
truncates some of these keywords which makes it
difficult to understand exactly what's here.

Evaluating Keywords
Search Volume

Search Volume in
Keyword Planner
• I want to talk about another section of the

Keyword Planner tool, and that's the
metrics and forecasts area. I'm back here
on the landing page for Keyword
Planner, and I got here by selecting the
Tools icon in the upper right-hand
corner and selecting Keyword Planner from
the dropdown menu.
• I'm gonna select Get metrics and
forecasts, and now we can enter our
keywords either one on each line or
separated by commas, and we can add as
many as we need here. I'll go ahead and
enter in some of the terms that we saw
earlier. Once you've added those keywords,
select Get Started. What Google is going to
do is forecast a plan for you.

Search Volume
It's going to make some suggestions about

an average cost per click, how much you'd
likely spend per day, and how many clicks
you'd get that day. This is simply a
forecast. It's not necessarily exactly what's
going to happen, but what it does do is it
helps you understand how you'd like to
organize your campaigns and your ad
groups.
You may see, for example, that the Best
Hotels in Noida keyword has a much lower
percentage of clicks than Hotels Near Me
keyword. We can also see that the average
CPCs vary as well as the average click-
through rates.

Forecasting on the
Clicks
What you can do is adjust this

forecast by selecting the dropdown
arrow here in the upper right-hand
corner of the screen. Google then
lets you select a metric: click,
impressions, or costs. Let's leave it
on clicks, and then what we can do
is follow this chart. Here let's say I
was interested in about 28K clicks a
day. If I select that, Google's going
to update my forecast and say I'll
spend about Rs. 640K and a Rs. 23
CPC for 28K clicks.

Calculate your ROI
So what I can do here is start to look at my

plan and begin to identify if this makes
sense. Can I convert the traffic in such a
way that setting a maximum Rs. 96/- CPC
bid, which in this case yields a Rs. 23/-
average CPC, is that going to pan out for
me?
Will I see a return on investment? If so,
then spending this money is likely a good
idea. If I don't think I can return that type of
investment, what I can do is instead choose
the dropdown for cost and identify the
maximum CPC that does pencil out to a ROI
for me.

Targeting with Keywords

Types of Keyword Matches
Now that you're armed with your list of keywords, it's important
that we discuss another component to how keywords work. Every
keyword has the ability to have settings applied to it. These settings
are called matching options and they help you control how closely
the keyword needs to match a person's search term in order to
trigger your ad.
There are five main types of keyword options, broad match, broad
match modifier, phrase match, exact match, and negative
match. When you go to add you keywords to an ad group, you'll
have the opportunity to select these matching options.

Broad Match
• The first is broad match and by default every keyword is
a broad match. This means that your ads can show for
things that match your keyword or for words that are
closely related, like synonyms or common
misspellings. Broad match will even match with longer
phrases that also contain your keywords. When you
start out, broad match is going to capture the most
people, but it also might bring in a lot of irrelevant
searches.
• Let's look at some examples. A keyword of women's
hats will match with the following search terms,
women's hats, drawings of women's hats, women's
caps, which is a variation of hats, hats for girls. Google's
going to use girls as a synonym for women's and you'll
notice the order does not matter here. It'll match for
sewing a woman's hat, but it will not match for, say,
purple hats. It must contain the word women's or a
variation of that and hats. You can see here how this is
very broad. If you're trying to sell women's hats, you
wouldn't necessarily want to be matching for drawings
of women's hats, per say.

Modified Broad Match
Let's look at the next type and that's broad

match modifier. Broad match modifiers are
going to be signified in your ad groups by
using a plus sign directly in front of the
keyword that you're interested in
controlling. You'll see here that if I were to
add this keyword to Google, I would add
+women's +hats.
By doing this, you're telling Google that the
keyword directly following the plus sign
has to appear in the user's search query
exactly as targeted or a very close variant.

Examples of Broad Match Modifier
• Let's look at some examples. If I added

into Google +Women's +hats as my
keyword, I'm going to match with the
following, hats for women, drawings of
women's hats will match, but I will not
match with women's caps because caps
is a synonym of hats and synonyms are
not allowed in broad match modifier.
• I also won't match for hats for girls, but I
will match for sewing a woman's hat. I
will not match for purple hats and this is
the broad match modifier.

Phrase Match
• Next up is the phrase match and phrase

match restricts traffic even further by
locking down the order of things. It's
signified by adding quotes around the
phrase. In this case, we put the quotes
around women's hats. Now, this means
that the phrase must be in the specified
order. Hats for women won't work and
also that won't work because there's a
word for in there.
• Women's hats has to appear exactly like
it does in those quotes.

Phrase Match Examples
• If we added into our account, women's hats in

quotes, we're going to match with women's
hats, buy women's hats because you can have a
word before or after the phrase, woman's hat
because woman is such a close variation of
women that Google's going to go ahead and
show the ad for that. You will not match for
girls hats. You will match for sewing a woman's
hat, because, again, the word before is
okay and woman's is a close enough variation
of women.
• But, you will not match for women's baseball
hats because you're putting a word in between
the phrase.

Exact Match
• When you add a keyword in as an exact match, you're

going to use a bracket symbol to apply this
modification. In this case, you would put
brackets around the term woman's hats and this
means that the search cannot contain any other
terms. It has to be almost exactly what's in the
brackets. Nothing before it, nothing after it. That's it,
that's your entire search term.
• Now, with a little caveat, of course. It's still going to
display for very close variations and this is a common
theme within Google. They're going to give you the
word woman as well as the word women's, and they're
even going to support word order changes in some
circumstances with an exact match. Even though we call
it exact match, it's really exact match with close
variations.

Examples of Exact Match
• Let's look at some examples. Here I would add the keywords in
brackets and I'm going to match for women's hats and woman's hats.
• I'd also match when the user adds in any function words, such as the
words into, a, the, and, for, but, and so on. Hat women's will work
because order doesn't matter. I'll also match for women hat as well as
hat for women because pluralization is considered a close variant, and
adding in those function words is also considered a close variant. That's
about it. I won't match for girls hats, I won't match for sewing a woman's
hat, and I won't match for women's baseball hats.
• This really gives us the ultimate level of control. Remember, we can have
lots of keywords in our ad groups, so we could be bidding one price for
one keyword and another price for another. We could be sending people
searching for girls hats to one landing page and people searching for
lady's hats to another. That's where exact match can come in very
handy.

Negative Match
• Now, there's one last type of keyword and

that's the negative keywords. This is a type that
allows you to remove words from the search
terms itself.
• This'll use the minus symbol added to the
modifier. In this case, you'll add -women and
that means that any time someone does a
search term for women or woman, your ad will
not appear.
• Negative keywords are an excellent way of
filtering out irrelevant traffic. You might use
this with the term free, or course, or class, this
way if someone was searching for free
women's hats or how to make women's hats
classes, you're not going to show up.

Examples of Negative Match
• An example of this would be, let's say that you were

using the term women's hats, but you restricted the
keyword women.
• Now, this seems like an obscure use case, but it's still
valid because what it'll do is still match you to
synonyms. So, girls hats, ladies hats, but you're not
gonna match to woman's hat, women's hats. You'll get
girl's baseball hat, but you won't get, say, women's
baseball hats. If you still wanted to bring in those
synonyms, you could still use the keyword women's hats
minus -women.
• Now, again, that's not a typical use case, but I'm just
trying to show you an example of how you can be using
the negative keyword. You can see, with this many
match types, we can get pretty specific about what kinds
of traffic we'd like to show our ads to and what kind of
reach we'd like from our campaigns.

Create your first Google Ads Campaign

Choosing a Campaign

Campaign for ItsECampus
In the next several slides, we're going to look at

creating a campaign for ItsECampus. Now, we're
back in the account that we created earlier, and as
you can see, it's a blank slate. So from within our
AdWords account, we need to navigate to the
Campaign section, and there's a few ways we can
get there.
You can select Campaigns on the left-hand side in
the sub navigation, and then select the plus
icon and choose New Campaign, which'll take you
to the New Campaign window. I'm gonna close out
of this, because alternatively, you can select the G
and T key on your keyboard, or choose Go To in the
upper right-hand corner, and type in Campaign.

Choose the Campaign Type
• From here, you can select Campaigns, or

choose New Campaign, and it'll take you
to the same area. Right away, we're
presented with a list of campaign types.
Sales, Leads, Website Traffic, Product and
Brand Consideration, Brand Awareness
and Reach and App Promotion. The
campaign type determines things
like where your adds can show to
customers and what format they can be
in, such as images or video.
• The most commonly-used campaign
types are Search and Display. If you
create a Search campaign, your ads can
show up throughout sites on the Google
Search network.

Selecting the
Campaign Goal
• Do you want to achieve sales, leads, or website

traffic? Now, these are fairly self-explanatory, but
Google does provide helpful text as you hover over
each goal. Now, you can also create a campaign
without a goal, or even change or remove goals at
any time. These goals don't really impact the
performance of your campaign. They simply let
Google recommend features and settings that can
be beneficial to your campaign. Mostly it allows
Google to recommend bidding strategies, help you
set up extensions and product options, and it just
sets up your campaign in a way that is commonly
used by other advertisers with the same goal.
• Now you'll have access to all of the same features,
extensions, and strategies, whether you choose a
goal or not. But because it does help refine what
we're doing, I recommend setting a goal. In this
case, I'm going to select Leads

Selecting the Campaign Goal
Next, Google wants to know how

we'd like to reach our goal, and
again, this is just so they can help
set up this campaign. If I select Get
Website Visits, Google's going to
want to know our website, and
that's so it can provide us with
keyword ideas.
If I select Get Phone Calls, Google's
going to want to know our phone
number, and this is so it can set up
ad extensions for phone calls.

Creating a Campaign

Naming a Campaign
Now that we've selected our campaign

type, we get to build out the rest of the
details. And the first thing that we'll have to
do is give the campaign a name that helps
you to easily identify it. And remember,
you're going to have a lot more of these as
your account grows, so good naming
conventions will make your life much easier.
The best way to name your campaigns is to
use the goals that you established
earlier. Now, I like to start my campaign
name with the type of campaign. In this
case, it's a search campaign. I then like to
use the pipe symbol as a way to separate
out my descriptions.

Choose Networks
• Now, below this, you have your networks option. By

default you'll see that under the Search Network
heading, which is the campaign type that we
selected, Google has chosen to include search
partners. This means that your ad will show up in
response to searches on other Google properties, like
maps or shopping, as well as other sites, such as Virgin
or AOL. I recommend that you leave this enabled, as it
increases the reach of your ad. Below that is the option
to add the Display Network. And this'll display your text
ads on relevant sites.
• Personally, I don't like mixing campaign types. So, if you
wanna do a campaign that includes the Display
Network, set that up as a separate campaign from this
Search Network only campaign.

Selecting your Audience

Setting Locations
At this point we've created a new campaign

and we've gone through our general
settings. I'm now going to scroll down on
the campaign creation page until I arrive at
the location section. It's here that we can
review our location and language targets.
And at first glance there are some pretty
generic radial buttons that allow me to
target either the entire world, countries that
I'm near, the country that I'm in, or I can
enter in a custom location. Now these first
two are pretty straightforward. The
interesting one is when we get to select a
particular location.

Choose Another Location
Now in this example
ItsECampus wants to show their
ads to everyone in Delhi because
the keywords that are going to
be used will restrict the focus to
those who are expressing an
intent in this particular
location of Delhi.
In this case, we're assuming
people stay in Delhi, so they'll be
looking for courses in Delhi only.

Exclude the Location
• Let’s say that you want the

people to join the course from
Delhi and want to exclude the
people from Old Delhi.
• You can do that by entering
the exact Pin Code / Post Code
of that particular location and
select the exclude option to
exclude Old Delhi.

Default Location of People
• Now by default, Google is going to handle your location

targeting by identifying people who are in or are
showing interest in the locations that you enter.
• Select the location options where we can identify how
Google will handle the locations that we selected
above. So by default it's people in or who show interest
in your targeted locations. When I discussed the
targeting for just Delhi, for our Digital Marketing Course,
I would want to come down and select people in your
targeted locations. This will eliminate anybody who's
showing interest in visiting Delhi.
• It's important that you select this if you want to restrict
your targeting to only people who are physically
there. By default, Google is going to leave it as
this because that's the most typical use case.

Choosing Languages Options
• Let's look at languages. This allows you to target people who
speak or read a specific language. For this, Google looks at a person's
language settings, the language of the search query they
performed, and even the languages of pages that the user
viewed across the Google network in order to determine what
language they speak.
• Now there are some nuances in this. If someone explicitly sets their
Google preferences to say English, and then performs a search in
Spanish, Google is only going to show them English ads. I also
recommend that you only have one language per campaign. Now it's
important to note that Google will not translate your adds for
you just like locations you can enter in a language and select it and
Google will add it to your targeting. Any time, choose the X to
remove it. And that's it for your audience criteria.

Deciding on Bid Settings

How to Spend to Achieve the Goal?
At this point, it's time to select our budget and bid settings. And
this is one of the more challenging aspects of starting
out. Typically, you'll be bidding in AdWords on cost-per-click
basis. So you'll set the maximum amount you wanna pay every
time a person clicks on your ad. And this leads to two of the most
common questions I get asked.
What should I budget? And how much should I bid per

click? So let's work out how we arrive at these
numbers. Say the ItsECampus is trying to get people to
register for Digital Marketing Course. First, we need to
decide how much we're willing to spend to achieve this
goal.

And for that, we need to understand our customer lifetime value or And this is why we call it the LTV. It's the value of the customer over their
LTV. Now, I'm going to simplify this math. Okay, so back to the entire relationship with your business. Could be one day, could be 10
ItsECampus. Say we make Rs. 3000/- in profit for any Digital Marketing years. It's really dependent on your business and your customer. So in this
Course. They also know the average customer stays for three months and scenario, the LTV of a customer at the Rs. 3000/-. So if a customer visits the
those three months could be all or over the entire future relationship with website, puts in a lead, we can expect to profit Rs. 3000/-. From here, we
that customer. need to calculate the maximum we'll pay to acquire this customer.
LTV (Life Time Value of a Customer)

Cost Per Acquisition (CPA)
And this is our target CPA or cost per acquisition. A

From there, you can refine. You wanna know that you
good rule-of-thumb is to target a CPA no more than a
can at least make your campaign work so give yourself
third of your LTV. So with this knowledge, we'll be
plenty of room to do that. Okay, so based on this, we
willing to pay a maximum of Rs. 1000/- to make that
know that we're willing to pay Rs.1000/- to get
sale happen for ItsECampus. That means that our cost
someone to enter a Lead and we'll profit Rs. 2000/- on
per acquisition can't exceed Rs. 1000/. Now, of course,
average. Now, comes the second stage of our
our goal is always to lower our CPA. The cheaper we
math. We need to figure out what we can spend per
get the customer, they more money we
click. We can't set our maximum cost-per-click to Rs.
make. However, when you start out with AdWords,
1000/-, because then we could pay Rs. 1000/- for every
target the maximum end of what you're comfortable
click.
spending.

Determining the CPC
And we know that every click will not result in a sale. That would 100% conversion rate and that's definitely not
realistic. So we need to figure out how many visitors it takes before one of those visitors makes a purchase. To start, we'll
look at your current conversion rate for your online traffic. Simply take the total number of sales, dividing that by the
total number of visitors for that same period. So let's say the ItsECampus converts 5% of the traffic that visit their site.
Now, pay-per-click advertising conversion rates are typically lower than what you see from your typical traffic. So if your
website converts at 5%, your ads are more likely to convert at, say, half that, 2.5%. Now eventually, you'll get real data on
how your ads perform. But for now, you have to make assumptions. These aren't set-in-stone rules, but just a really good
starting place. If you don't know your conversion data because you're just starting out, that's fine. You can use my
assumptions. So let's start with an assumption that 2.5% of the people who click my ad will sign for the course.

So to arrive at our maximum
CPC, we take our maximum CPA
So we would spend Rs.25,000/- of Rs.1000/- and multiply it by
Calculating to acquire 25 customers. And
Rs.25,000 divided by those 1000
our conversion rate of 2.5%. This
gives us Rs.25 for our maximum
the Sales
clicks is Rs.25. I simply selected cost-per-click. Put differently, if
that 1000 clicks number to make our ad has 1000 clicks, we would
the math easier to follow. expect 25 sales and we're willing
to spend around Rs.1000/- per
sale.

Recap
So let's recap all of this. We This is just a starting

start with your lifetime place. Take your maximum
value. Divide that by three to CPA and multiply that by
determine your starting max your conversion rate, which
CPA. Now, if you have high- will give you your maximum
margin sales, you might be cost-per-click. Now, it's
willing to increase that always hard with the first
CPA. If you have low-margin ads. With future ads, you can
sales, you might wanna look at your own
decrease it. performance data to
determine how to modify
your bids.

Deciding on Total Budget
• And that's gonna be based on your actually click-through and conversion
rates. Now, when it comes to determining your overall budget, you'll have to
evaluate how much you're comfortable spending. Once you're achieving
results, it's easy to increase your budget. But when you're starting out, you
need to pick a number that will drive enough traffic each day. If our max CPC
is Rs.25 and our conversion rate is 2.5%, we know we need at least 25 visitors
to make a sale. But that's assuming everything goes to plan.
• We'd really wanna aim for, say, 50 to 100 visitors. So we'll need to target at
least Rs.2000 to Rs.4000 per day for this budget. Now, there's still a flaw in
this plan. You see, we've decided our max CPC should be Rs.25, but what we
really mean is that our maximum average CPC has to be Rs.25. Because
Google is auction-based, we might be willing to pay Rs.30 or Rs.50 for a
click from time to time, as long as the average maintains Rs.25. So don't be
afraid to bump up your CPC as you test your campaigns.
• But use this math and methodology as a great place to start.

Setting Your Bids on
Google Ads

Spend in a Day
Now that we've sorted out our bid and

budget, we need to set this up in our
campaign. I'm here in the campaign
creation steps, and I'm going to scroll
beyond where we left off earlier, with
locations and languages, down to the
budget and bidding section.
First, we to enter the average that we are
willing to spend each day. Now, based on
what we formulated earlier, I'm gonna say
Rs.2000/-. But there is an important detail
here. You see, here on the right-hand side is
some fine print. And this is what it's
saying. There are variances throughout the
month in clicks, over weekends and
weekdays.

Monthly
Budget Essentially, slow days and busy days. So AdWords
reserves the right to overspend on your account
way up to two times your budget on any single
day to help smooth out these variances. But you'll
This means that Google could spend up to Rs.
2000/- in any given day, Rs.1000/- times two x, but
over the course of the month, they're not allowed
to exceed what that budget would be over the
never get charged more than what your daily month, which is Rs. 30,400. So if you see excessive
project would have been added up to over the spend on a particular day, rest assured that all
entire month. Let me give you an example. Let's say bounces out over the course of a month. But if you
I set my daily budget at Rs. 1000/- per day. Google is are extremely sensitive to your daily spend, be sure
going to multiply this daily budget by the average to set your daily budget to 50% of the most you'd
days in a month, which is 30.4. So they'll consider ever want to spend in one day.
that your monthly budget is Rs 30,400/-.

Delivery Method
Now from here, we also have the option to

select our delivery method. Google defaults
to standard, which is going to spend your
budget evenly over time. But you also have
the option to use accelerated
spending, which spends your budget more
quickly. This spends it as soon as it can.
Now, there are many pros and cons to these
methods. Too much to get into now. I
recommend that when you are starting
out, choose the standard delivery method.

Bidding Setting
• Now, beyond setting our daily budget, we

have to look at our bidding, and Google has
several bid strategies.
• They start by asking you what you want to
focus on, clicks, or they may have other
options, depending on your goal. In this
case, we have conversions. Beyond this, we
can choose between the default
automatically maximize clicks, and the
other option, manually set bids. Maximize
clicks is one of Google's automated bid
strategies. You'd set a daily budget, and a
maximum bid limit if you want, and then
AdWords is going to automatically manage
your bids to bring you the most clicks
possible within your budget.

Select Bid Strategy Directly
Now, this course assumes that you're going for conversions, and I like to always run my
campaigns so they stay below my maximum cost per acquisition. Automated bid strategies
such as maximize clicks are not a good idea if you want to maintain a select cost per
acquisition. Now, that said, there are other automated bidding strategies you can use.
If I select this link towards the bottom of this section, select a bid strategy directly, Google is
going to give us a variety of automated bid strategies.

Start with Manual
CPC
• Even with all of these great options, I suggest

starting out with some good old-fashioned manual
bidding.
• It gives you complete control and visibility over
what's happening. You can adjust things at the ad
group and keyword level and test and iterate until
you reach success. Once you have some campaigns
that perform well, you can duplicate them, and test
out new bidding strategies to see if Google can
outperform your own capabilities.
• Now, keep in mind, the first couple of months of
online marketing spend should really be treated as
market research budget. You're going to spend
some money to get some data around what's
working and what's not.

We've set some targeting
Now, you'll notice that once
criteria, and we've chosen
you've set manual CPC, you
how we're going to bid and
Final don't actually provide your

bids here. And you'll do that
at the ad group level, which
how much we are going to
spend. And technically, it's all
we need to start
we'll get to later. So now
Settings we've got all the makings of a
campaign. At this point, we've
gone through our basic
advertising. But there are still
a few of advanced features
out there that you want to
take advantage of, so we'll talk
settings.
about those in the next slides.

An Overview of Ad
Extensions

Importance of Extensions
Before we finish creating our new

campaign it's worthwhile to spend some
time talking about ad extensions. Now to
access extensions you'll need to scroll to the
bottom of the campaign creation
page. Depending on your specific campaign
settings, Google will display a few options
for you.
Ad extensions are a way that you can extend
the functionality of your ads to include
more information than you're typically
limited to. With these extensions your ads
can include things like your address and
phone number, promotions, extra
links, even clickable messages to send texts.

Types of Extensions
Now the most common extensions are shown here. Sitelink, callout,
call, structured snippet, app, message, promotion, and price
extensions. We'll go through each one of these together and I'll
provide you with some details on how to set it up as well as why and
how we use them.
Now at a high level I really recommend that you use as

many of these extensions as you possibly can. Many of
them can appear together in the same ad. And while
there's no guarantee that Google will choose to show
them, if they do appear, the odds of your ad getting clicked
on over the competition is dramatically increased.

Sitelink Extensions
• Let's start with sitelink extensions. I'll

click this heading and Google is going
to bring up the prompt for us to create
these sitelinks. Now once you create an
extension, most of them will become
available for your other
campaigns, which is really handy.
• Now this particular extension
adds additional links to your ad to help
people find what they're looking for. And
if you've browsed around on Google you
might have encountered these in organic
search results.

Callout Extensions
• Callout extensions lets you add additional

text to your ad, like free delivery, onsite
spa, or maybe 24/7 customer service. I'll
choose new callout extension and we can
add our text. Again, as we saw before, we
can choose preview and we'll see how
this appears.
• In this case, shorter text is better. This
means more callouts can show in your
ads. Think of a callout like a bullet
point rather than a complete
sentence. So say free delivery instead of
we offer free delivery. I'll choose hide.

Call Extensions
• Call extensions are great if you

get a lot of leads from phone
calls.
• This allows someone to click a
button immediately from within
the ad and it will pop up and
give you a phone call. It also will
track that phone call so you can
see how many phone calls
you've had, and it can even
count the conversions.

Structured Snippet Extensions
• Let's move on to structured snippet

extensions. These allow you to highlight
specific aspects of your products and
services. They're in the form of a header that
Google has predefined and then you can add
some values.Let me show you how it
works. You'll see that Google has a header. In
this case we could choose courses.
• And then we can add the values of those
courses. If I choose preview you'll see how
that'll work. So in this case your ad description
will appear followed by the headline that you
selected, in this case courses, and then the
values separated by commas.

App Extensions
App extensions are great if

you have an app. These
allow you to promote your
particular app so people
can download it right away.

Message Extensions
• Message extensions are pretty
exciting. These encourage
people to send you a text
message from within your ad.
• So someone will see your
ad, click on an icon, and they'll
be able to contact you directly
via text message. This is great if
they can book appointments,
request information, or talk to a
customer service agent over
text.

Promotion Extensions
Moving on I'm going to choose

promotion extensions. These
allow you to show special
sales and offers with your ads. To
show you a preview I'll just add it
and select preview and here we
can see whatever promotional
text you've offered.
You can also select an
occasion. So this promotion is for
Diwali, Holi or New
Year’s, Christmas, and so on.

Price Extensions
• And finally, price extensions. These add

more value to your text ads because they
give you a big showcase if you have a
range of products. This is a great way to
offer up a menu of sorts with cards that
show the price for each of those options.
• Again, to show you what I mean I'll
simply select new price extension. If you
were gonna set this up you'd fill out all of
the fields provided, but I'll just select
preview. And here you can see that
Google is gonna give you these cards so
you'll add in a brand, the price, and some
additional text.

Finalizing a Campaign

Start Date and End Date of the Campaign
• Now at this stage we've gone through

and configured just about everything
within our campaign, but there's a few
additional things that I'd like to point
out. Now I'm all the way at the bottom of
our campaign settings screen and I've
already clicked on the additional settings
link to bring out of these menu
options. Now, we've already looked at
extensions but there's a few things that I
want you to be aware of.
• First, Google allows you to ad a start and
an end date. This is great if you have a
campaign that you'd like to run at a
particular time.

Ad Rotation
• As I scroll down, Google also offers you the

opportunity to select your ad rotation.
• Now, I recommend that you leave these as their
default. By default, Google is going to optimize,
which means, they are going to
automatically prefer your best performing ads. If
you add three ads into your add group, Google will
let those ads compete against one another and the
one that performs the best will be the one that they
use most often. If you do not want that to happen,
if you want Google to rotate the ads indefinitely,
you'll select this option and that means that your
lower performing ads will run about the same
amount of times as your higher performing ads.
• The following two options aren't supported so they
can't be selected.

Ad Schedule
• You also have the option to add an ad

schedule. This means that you can configure when
the ads run by day, week, weekends, and the actual
time. So if I wanted this ad to run Monday, I could
choose between 2:30 and say 6:00. Now notice
that's a.m., it uses the 24 hour clock, so if we
wanted it to be p.m. we'd have to select
18:00. You'll notice that Google will confirm this is
based on your account timezone.
• Now this is great if you notice that particular
traffic is worse after a certain time. Perhaps the
demographic searching at say 2:00 a.m. in your
timezone is not yielding you the conversations as
well as say, folks searching between 8:00 and
5:00. Use your ad schedule to configure this
specifically for your needs.Now, I recommend that
you leave this as all days and you can reset it by
choosing the x on the right-hand side. As you look
at your reporting, you'll identify which time periods
are yielding you the best results and you can refine
this later.

Campaign URL Parameter and
Dynamic Search
• Beyond this, you also have the option to set campaign URL
parameters. This is a particular template that you'll use for people to
go through a specific URL before they arrive at your landing page.
And this is useful if you have any specific tracking that is necessary;
affiliates, other third party tools, and things like that. You'd know if
you need to use this section. And finally, you also have the option to
enable dynamic search ads. What this does is automatically generate
ads based on a particular person's search query.
• They'll change your headlines, they'll change the content of the ad,
this is a really interesting offer by Google, and it's something that
we're not going to go into, but you're welcome to explore it further.
Once you've set all of your settings, you simply choose Save and
Continue and your campaign is now built.

Creating your First Advertisement

Writing your Text Ad

Importance of Text Ads
• Before we move into setting up your ad group I wanna take a minute to talk
about the best way to write your text ads. Text ads are the most popular
format for Google advertising. And this is how you'll be starting. Now you've
seen these text ads multiple times throughout this course. But let's quickly
review what's in one. Every text ad has two headlines. And this is your
opportunity to grab the attention of the viewer. Then, there's the web
address which Google will be calling the display path. And this includes your
website domain followed by two customizable path fields.
• And this is the link that people see directly below the headlines. From there
we have a description. And this is how you let your customer know what
they're going to be finding on your site. Okay, that's all great. But how do
build these in a way that is very effective? For that let me give you some
tips.

First Tip

Second Tip

Third Tip

Fourth Tip

Fifth Tip

Sixth Tip

Creating an Ad group
and adding keywords

Creating 1st Ad Group
Now that your campaign is configured, it's time to focus on

setting up your ad groups. If you recall from earlier, the best
practice is to create separate ad groups for each theme or
product that you're offering. Remember, every ad group contains
a set of keywords, ads, and bids that you'll manage.
If you've been following these slides / videos in

order, you're probably on this step, which is where you'll
begin creating your first ad group from within our newly
configured campaign. Now, each time you set up a new
campaign, Google walks you through step by
step, everything from the ad group creation to the ads.

Setup Multiple AD Groups
FOR ALL THE KEYWORD THEMES THAT YOU ADD THE SAME THEME KEYWORDS IN EACH OF GOOGLE WILL ALSO GIVE YOU THE ESTIMATES ON
IDENTIFIED WITH THE KEYWORD PLANNER TOOL, THE AD GROUPS WITH THE DEFAULT BID THE NUMBER OF CLICKS THAT YOU WILL GET
MAKE SURE THAT YOU CREATE SIMILAR NUMBER AMOUNT. WITH THE DEFAULT BID AND AMOUNT/BUDGET
OF AD GROUPS FOR THE SAME. PER DAY.

Creating Text Ads

Create Our First Advertisement
• At this point, we've moved from the creating an ad group section into
creating an ad section, and it's here that we'll get to build all of these
ads. To set up our first ad, we'll select the option labeled New
Ad. Here, Google's gonna give us the option to fill out the details and
show us a preview on the right-hand side.
• We're gonna use the information that we talked about in our previous
movies to create these text ads. Our first option is to add in our final
URL, and the final URL is going to be the destination that you're
actually sending the visitor to. It doesn't have to be the URL that you
display to the user.

Add the Details as per the Format
• So in this case, let's say we're sending traffic to

www.itsecampus.in/digital-marketing-program. Here on
the right-hand side, you'll see that Google has brought in
our domain of www.itsecampus.in. Next, we'll add in
our first headline. Now Google typically puts your brand
name at the very end of your headline automatically, so
you don't necessarily need it within your headline. In
this case, I'm going to put Best Digital Marketing Course.
• You'll notice that as I'm typing, Google shows you how
many characters you're using. In this case, I've used 29
out of 30. If I click into Headline 2, we've used zero out
of 30. As for Headline 2, I'm gonna add “Avail 20%
Discount” Here we have a preview of how our ad looks
on mobile, and if I choose the arrow to the right, we can
see how our ad looks on desktop. Add the Descriptions
as well as per the format for the user to understand the
program details.

Adjusting Settings

Modifying the campaign settings
You can modify your campaign settings even after

they've been set up. Let me show you two ways to
access this information.
The first, and simplest, approach is simply to click
into the campaign that you need to adjust. Here,
on the left-hand side navigation, I'll choose our
search campaign.
And then we'll select Settings from the sub-
navigation menu. Here, we can see everything that
we set up during the campaign creation, and if you
need to, you can choose additional settings from
the link at the bottom.
Alternatively, you can look at your settings across
every campaign, and you'll do that by choosing All
campaigns in the upper left-hand menu, and then
Settings from the sub-navigation, which is already
selected because it was the page that I was on
previously.

Hover within the Campaign
Now I only have one campaign, but if I had multiple campaigns, you'd see them listed in each row. And here, I can
see all of the various settings. If I hover over this area, anything with a pencil icon I can edit. This is helpful if you'd
like to review the differences in settings between each campaign. You can also add in additional columns as you've
seen in other views. I'll select the Modify columns icon, and then you can add in anything that you need and choose
Apply. And you should see those changes take effect immediately. Typically, you don't want to make too many
changes in the middle of a campaign.
Often it's better to duplicate the campaign, make your changes, and then pause the old campaign. This way, you can
compare the performance between the two.

Monitoring your Advertisements

A Look at Reporting

Importance of Measurement
Now that you've created a campaign, it's time to measure your performance. You can analyze your
data through nearly endless options, however you'll primarily be looking at data at your campaign
ad group and ad level using different metrics and reports available within AdWords. We're gonna
start by looking at the high-level data and then later, we'll look at generating more specific reports.
Now I'm a big believer that every marketer or business owner should be incredibly aware of their
metrics. I start every day by reviewing all of the marketing data that is important to my active
objectives and it really doesn't take that long once you get things built out in a way that works for
you.

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