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Google Adwords
SEM - Search
Engine
Marketing
SEO - Search
Engine
Optimisation
Organic Traffic
InOrganic Traffic
62 %
11 %
SEM - Search
Engine
Marketing
InOrganic Traffic
16 on RHS
8 Image ads
8 Text ads
PPC ADVERTISING
Advertisements on Google are called PPC
advertisements because you get charged
only when a person clicks your
advertisement.
PPC - Pay
Per Click
SETTING UP ADWORDS
Visit www.adwords.com
or
www.google.com/adwords
Step 1
Step 2
Adwords
Search
Display
GDN - Google
Display Network
PS : Search does not cover 100% market. Google has a Display Network with more than 3
million websites registered with them
UNDERSTANDING ADWORDS
ACCOUNT STRUCTURE
Campaign
(Settings)
AdGroup 1
Ad 1
Ad 2
Ad 3
AdGroup 2
Ad 1
Ad 2
Ad 3
ups : To avoid confusion different products, Google Created different adgroups which is synonymous to
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Campaign
(Settings)
Shoes
Handbags
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UNDERSTANDING ADWORDS
ALGORITHM
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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)
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Advertisement
Bid
Budget
Position
Ram
500
Shyam
10
1000
P# Parameter
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P#1 P#3
Bid
Position
Ram
500
500
50
10%
Shyam
10
1000 500
10
2%
Advertise
ment
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P#1 P#3
P#4
Advertis
Bid
ement
Googl
e
Qualit
Budg Impressions Clicks CTR =
Positi
Reven y
et
(I)
(C)
C/I
on
ue = Score
GR
Ram
500 500
Shyam 10
Kunal
GR = Bid *
Clicks
20
100
500
0
200
500
0
50
10% 250 8
10
2%
100 5
1%
100 -
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Step - 1
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Target according to the need of the business, we can target countries, states, cities,
places and also we have an option to do radial targeting
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Radius Targeting
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BID STRATEGY
Manual Bidding
Auto Bidding
PS : Go for manual bidding only if you have time - at least 15-30 mins per campaign
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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.
CPA
Cost Per Acquisition is a method of advertising whereby the
advertiser only pays when an advert delivers an acquisition.
Advert
Clicks
Conversi
CPC
on
Ram
1000
100
10
CPA
100
mean that you will not pay for clicks, it means that Google anna please try and optimise my acquisitio
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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
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Ad Extensions -
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Types of Ad Extensions -
3 Types
Locations | SiteLinks | Call
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Locations
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Sitelinks
nding page, you can add more links under the advert to promote oth
if you want an extra link to promote the lunch ordering on a specified time. You
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Call
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Ad Snacks!
PS :
-Use your page keyword in headline and first line description to
increase relevancy and hence the Quality score
-Domain name should be same in both Destination and Display
URL
-End the first description line with a full stop, it increases your
chances of landing into Googles first page (thats a tweak)
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CONVERSION
TRACKING
My ad
Landing
Page
Thank
You 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
All the conversions
includes multiple
conversions by same users
as well
Unique Conversions
It only consists of unique
conversions, if a person
performs a conversion
twice then he would be
counted as 1
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Types of Keywords
Broad Match | Phrase Match | Exact Match
Day - 3
i) buy handbags
ii) buy cheap handbags
iii) buy handbags online
As the name
suggests it would
be considered a
exact match if it is
the same keyword
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- means negative
keywords, your ads would
+ means synonyms in keywords hub not be shown on these
keywords
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Campaign level
Campaign Stats
Quality Score
Negative Keywords
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Campaign Level
Categorise
similar
keywords
under one
pool/ad-group
Create
advertisements for
every keyword in
ad-group
rds, you should make almost 10-15 advertisements with all permutat
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Campaign Stats
Make sure you ad these three metrics while customising the columns
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Quality Score
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Negative Keywords
Eliminate the negative keywords which does have a buy
intent
Search for the keywords that in broad match may be
displaying your advertisements & are not relevant and
pause/remove them
Click here to delve
deeper into
keywords insights
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DISPLAY CAMPAIGN
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Display
Targeting
Keywords
Keywords, Placement,
Topics, Interests, Age
and Gender
Ad Format
Text
Bid
Placement
Display Network
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Creating a
Display
Campaign
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Bidding
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
Ad Rotation
Frequency Capping
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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
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Interests
In Market audiences
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Placement
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Demographics
Ag
e
Gende
r
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CREATING A BANNER AD
Manual | Google Scan | Ad Builder Tool
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Manu
al
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Ad builder tool
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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
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THANK
YOU
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