Google AdWords is an advertising service that allows businesses to display ads on Google and its advertising network. Advertisers only pay when people click their ads, allowing them to control advertising costs. Some key advantages of Google AdWords include its ability to reach a large audience, its cost-effectiveness through the pay-per-click model, its timing of displaying ads when users are actively searching online, and its flexibility to quickly update ad campaigns. AdWords includes different types of ads like search ads, display ads, and YouTube ads. It also offers tools like the keyword planner to help advertisers identify relevant keywords and the remarketing feature to retarget ads to past website visitors.

1. Pay Per Click
Google AdWords
Leadscribe

2. Introduction to AdWords

3. Slide 3
What is Google?
• Google has a search engine that will gather, sort &
report information from the Internet, based on your
topic of interest
• But, Google also offers a lot more than search alone…

4. Slide 4
AdWords (Google AdWords)
 Is an advertising service by Google for businesses
wanting to display ads on Google and
its advertising network.
 The AdWords program enables businesses to set a
budget for advertising and only pay when people click
the ads. The ad service is largely focused on keywords.

5. Slide 5
Advantages of Google
Adwords
 Reach
 Cost
 Timing
 Flexibility

6. Slide 6
Advantages : Reach
Claims that about 80% of internet users alone and
uncountable browsers abroad can be reached through
its advertising on the Google Search Engine. This is a
powerful advantage when on a budget but need to
reach as many people as possible to get the fastest
returns.

7. Slide 7
Advantages : Cost
In a word, manageable. Cost is a primary concern for
companies, and here Google’s strategy makes it easy for
the user to control their costs. Google only charges
clients of Adwords for every click on the client website.
There is no minimum cost for usage and the client can
specify how much their budget is per day between 1 US
cent to $100 dollars per click.

8. Slide 8
Advantages : Timing
Adwords places the advertiser in the right place at the
right time. The customer is on Google looking for
something to answer a question or to find out something
about an item. This places the browser in a mood that is
open to selling offers. Adverts are where selling
decisions are constantly being made.

9. Slide 9
Advantages : Flexibility
Adwords can get up on the web in as little as 15 minutes.
When trends in consumer behavior change, advertisers
on Adwords are agile enough to change with them at the
turn of a dime. Changing Adwords is free. Furthermore,
Google is present in other geographical locations and
languages. Adwords can also specifically target these
users depending on the campaign.

10. Slide 10
TYPES OF ADWORDS?
 Search ads
 Display Ads
 You tube Ads

11. Slide 11
Types of adwords : Search
ads
The most familiar to people.
They are the ads that appear at the top or along the sides
of the Google search results page based on your search
query.
These text ads can also appear in Google Shopping, or
Google Maps when someone searches on your keywords.

12. Slide 12
Types of adwords : Search
ads

13. Slide 13
Types of adwords : Display
Ads
Everyone is familiar with banner ads on news sites, forums,
and blogs,
place display ads on a huge network of sites across the
internet.
Ads on the Google Display Network reach people across all
types of content on over 2 million sites—from small
niche blogs to sites with millions of daily views.

14. Slide 14
Types of adwords : Display
Ads

15. Slide 15
Types of adwords : YOUTUBE
TrueView video discovery ads can appear next
to YouTube videos, on YouTube search results, on video
plays onYouTube channels and Watch pages, and on
publisher sites across the Display Network.

16. Slide 16
Types of adwords : YOUTUBE

17. Working on Google adWords
Key Terms

18. Slide 18
Landing Page
 a web page which serves as the entry point for a
website or a particular section of a website.
 landing pages are focused on a single objective that
matches the intent of the ad that your visitors clicked
on to reach your page.

19. Slide 19
Landing Page: Example

20. Slide 20
Landing Page: Example

21. Slide 21
PPC "Pay Per Click".
 From the advertisers point of view this is called CPC
"Cost Per Click",
 This is an amount of money you will pay every time a
visitor clicks one of your adverts.

22. Slide 22
PPC Cont..
 PPC is good when your visitors are easily tempted to
follow links that looks like something they are looking
for.
 If your users/visitors are experienced in using the web,
this method might not work, as they will be "immune"
and quite possibly ignore the adverts.

23. Slide 23
PPA “Pay Per Action/Acquisition".
 PPA indicates this is an amount of money that you pay
every time your advert on a site leads to a purchase or
other action at the advertisers end.
 If a visitor clicks your advert and hereafter buys
something from the advertiser, then you will get paid as
well.

24. Slide 24
PPA Cont..
The size of these payments are substantially larger than
what you earn on PPC, but they are also that more
infrequent. The payment is often measured as
percentage of the total sale.
On the other hand PPA is called CPA "Cost Per Action", if
your are an advertiser On the other hand PPA is called
CPA "Cost Per Action", if your are an advertiser.

25. Slide 25
PPM "Pay Per thousand
impressions"
This means that every time an advert has been displayed a
thousand times you will get paid/have to pay
Notice that this is impressions and not clicks, which means
that your visitors do not have to click before any
payments will be coming your way.

26. Slide 26
PPM Cont..

PPM can be beneficial if your users are not willing to
click your adverts.
 PPM is especially good when you have a high number of
visitors who come and go often, without looking to
much into your content. Unfortunately there are very
few affiliate networks that offer PPM.

27. Slide 27
maximum cost-per-
click bid(max. CPC bid)
 that's the highest amount that you're willing to pay for a
click on your ad.

28. Slide 28
Daily budget
 Definition. An amount that you set for each ad
campaign to specify how much, on average, you'd like
to spend each day. You set an averagedaily budget for
each AdWords campaign, and then the system will aim
to show your ads as much as possible until
your budget is met.

29. Slide 29
Clickthrough rate (CTR)
 is the number of clicks that your ad receives divided by
the number of times your ad is shown: clicks ÷
impressions = CTR. For example, if you had 5 clicks and
1000 impressions, then your CTR would be 0.5%. Each of
your ads and keywords have their own CTRs that you
can see listed in your account.

30. Slide 30
View-through conversion
 occurs when someone sees your ad, does not click it
and then converts later via another means (organically
or socially or something else). It's basically an attempt
to measure and attribute the efficacy of an impression
on a display site, even when a user doesn't click

31. Slide 31
Audience targeting
 allows you to be more accurate when choosing who sees
your ads. In AdWords Editor, you can download, view,
and assign existing audiences, including remarketing
lists, custom combination lists, and interest categories.
However, to create new audiences

32. Slide 32
Audience interests targeting
 You can add audience targeting to ad groups in your
Display Network and TrueView video campaigns to reach
people interested in products and services similar to
those your business offers -- even when these people
are browsing websites, using apps, or watching videos
not directly related to your products and services. By
doing so, you can help boost your campaigns’
performance.

33. Slide 33
Audience interests targeting
 Affinity audiences
 Custom affinity audiences
 In-market audiences
 Demographic Targeting

34. Slide 34
Interests targeting : Affinity
audiences
 These audiences were built for businesses currently
running a TV ad who would like to extend the reach of a
TV campaign to an online context for an efficient price.

35. Slide 35
Interests targeting : Custom
affinity audiences
 With custom affinity audiences, advertisers can create
audiences that are more tailored to their brands,
compared to our broad, TV-like affinity audiences. For
example, rather than reaching Sports Fans, a running
shoe company may want to reach Avid Marathon Runners
instead.

36. Slide 36
Interests targeting : In-market
audiences
 Select from these audiences to find customers who are
in the market, which means that they are researching
products and are actively considering buying a service
or product like those you offer. In-market audiences are
available to advertisers in all AdWords languages.

37. Slide 37
Interests targeting :
Demographic Targeting
 targeting audience into more specific groups. Some
commonly used demographics include gender , age ,
location , languages known , annual income , parental
status etc

38. Slide 38
Keywords
 A keyword is generally a word or phrase that is a topic
of significance. Searchers use keywords as a way to
identify and verbalize their problem or topic in which
they're looking for more information.

39. Slide 39
keywords in Adwords?
 Keywords are words or phrases that are used to match
your ads with the terms people are searching for.
Selecting high quality, relevant keywords for your
advertising campaign can help you reach the customers
you want, when you want.

40. Slide 40
Negative keywords
 Negative keywords let you exclude search terms from
your campaigns.
 For example, when you add "free" as a negative
keyword to your campaign or ad group, you tell
AdWords not to show your ad for any search containing
the term "free." On the Display Network, your ad is less
likely to appear on a site when yournegative
keywords match the site's content.

41. Slide 41
How do you exclude words
from Google search?
 sometimes you want to refine your results
by excluding pages that include a specific word. You
can exclude words from your search by using the -
operator; any word in your query preceded by the - sign
is automatically excludedfrom the search results.

42. Slide 42
Long tail keyword?
 Are those three and four keyword phrases which are
very, very specific to whatever you are selling. You see,
whenever a customer uses a highly specific search
phrase, they tend to be looking for exactly what they
are actually going to buy.

43. Slide 43
Adwords keyword Planner
 is a free AdWords tool for new or experienced
advertisers that’s like a workshop for building
new Search Network campaigns or expanding existing
ones. You can search for keyword and ad group ideas,
see how a list of keywords might perform, and even
create a new keyword list by multiplying several lists of
keywords together.
 Keyword Planner can also help you choose competitive
bids and budgets to use with your campaigns.

44. Slide 44
Three methods of keyword
planning in ad words
 By Keyword: you can type in a word or phrase relevant
to your business
 By Landing Page: by entering a landing page on your
site (or any competitor’s webpages, for that matter),
the Keyword Planner will scan and infer keywords that
are relevant to those pages
 By Product Category: you can select from one of
thousands of pre-defined keyword categories

45. Slide 45
Benefit of keyword planner 1
 Research keywords. Need help finding keywords to add
to a new campaign? Or, maybe you want to find
additional keywords to add to an existing campaign.
 You can search for keyword and ad groups ideas based
on terms that are relevant to your product or service,
your landing page, or different product categorie

46. Slide 46
Benefit of keyword planner 2
 Get historical statistics and traffic forecasts. Use
statistics like search volume to help you decide which
keywords to use for a new or existing campaign. Get
forecasts, like predicted clicks and estimated
conversions, to get an idea of how a list of keywords
might perform for a given bid and budget. These
forecasts can also help guide your decision on which
bids and budgets to set.

47. Slide 47
Lightbox Ads
 are high-impact ad experiences that let you embed a
stunning piece of content—such as a video, catalog or
game—into a standard, scalable ad unit. When a user
chooses to engage by hovering the cursor over
the ad for two seconds, the ad then expands into a near
full-screen canvas.

48. Slide 48
Adwords Remarketing
 lets you show ads to people who have visited your
website or used your mobile app before. When people
leave your website without buying anything, for
example, remarketing helps you reconnect with them
by showing relevant ads as they browse the web, as
they use mobile apps, or as they search on Google.

49. Slide 49
How much does re marketing
cost?
 Cost. The price tag for remarketing is much lower than
a standard pay per click search campaign. While a
Google PPC search ad could have an average cost per
click of $2-$3, a remarketing ad has an average cost
of $0.25-$0.60.

50. Slide 50
Purpose of remarketing
 For example you may wish to target visitors that viewed
a particular page or section on your website but didn't
make a purchase or complete and enquiry form.

51. Slide 51
How Does Google Remarketing
Work?
 Google remarketing code tags visitors through browser
cookies
 Remarketing works by placing cookies on your website
visitors machine when they meet your criteria. Their
cookie ID is added to your remarketing list. You can
have multiple lists with a range of different criteria.

52. Slide 52
dynamic remarketing?
 Remarketing allows you to show ads to people who
have previously visited your website or used your mobile
app. Dynamic remarketing takes this a step further,
letting you show previous visitors ads that contain
products and services that they viewed on your website.