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Adwords introduction (1)
- 1. Google AdWords Presented by Mohammed Azharuddin Digital Marketing Trainer
- 2. What is Paid Marketing ? • A Paid Marketing Strategy to generate traffic from Search Engines, Websites and Mobile Apps. Direct Marketing Branding Campaign Paid Ads
- 3. Direct Marketing • An advertiser uses a strategy with a goal of generating a lead from the Ads. • Major Target Sources – Paid Search [Pay Per Click Ads] – Shopping Ads
- 4. Branding Campaign • An advertiser create a strategy to increase the brand exposure and awareness. • Major Target Sources – Display Ads – Mobile Apps – YouTube Ads
- 5. Advertising Networks • Google Adwords • Bing Ads
- 6. Google Annual Revenue $31.22 $37.42 $45.09 0 5 10 15 20 25 30 35 40 45 50 2012 2013 2014 In Billions
- 7. Info Graphics • Big Advertisers • Expensive Keywords
- 8. Google AdWords • Create Account in AdWords – Time Zone and Currency cannot be changed – Setup Fee = Rs 250
- 9. Google Double Serving Policy – One Advertiser must have only one active account for a website. – In case of Account violates any terms, It will be banned.
- 10. AdWords Account Structure Account Campaign AdGroup Keywords Ads AdGroup Keywords Ads 10,000 20,000 4,000 300
- 11. Example Structure Account Search Campaign Digital Marketing Keywords Ads SEO Keywords Ads AdWords Keywords Ads
- 12. Create Campaign • Pay Per Click Campaign – Type of Campaign – Network – Location and Language – Bidding – Budget – Advanced Settings
- 13. Create a AdGroup • Create a Ad • Create Keywords
- 14. Keyword Match Types • Match types is used by AdWords to match advertiser keyword with user query. • Types of Match Types – Broad Match – Phrase Match – Exact Match – Broad Match Modifier – Negative Match
- 15. Broad Match • With broad match, Ad will show if any of the conditions are matched – Any Word Match in any Order – Misspelling – Close Variation – Singular / Plural – Related Terms
- 16. Example Keyword User Query Ad Show Mens Shoes Buy Men Shoes Buy Women Shoe Shoes Online Mens shoe picture Mens sandals
- 17. Phrase Match “ ” • With phrase match the ad will show if following conditions are matched. – The query must has same order as keyword – Any word can be added before or after – Misspelling – Close Variation – Singular / Plural
- 18. Example Keyword User Query Ad Show “Mens Shoes” Buy Men Shoes Buy Women Shoe Shoes Online Mens shoe picture Mens sandals
- 19. Exact Match [ ] • With exact match, Ad will show if any of the conditions are matched – Query must match exactly with keyword – Misspelling – Close Variation – Singular / Plural
- 20. Example Keyword User Query Ad Show [ Mens Shoes ] Buy Men Shoes Buy Women Shoe Shoes Online Mens shoe picture Mens sandals
- 21. Broad Match Modifier + • With broad match modifier, Ad will show if any of the conditions are matched – All words must be in query – Words can be in any order – Misspelling – Close Variation – Singular / Plural
- 22. Example Keyword User Query Ad Show +Mens +Shoes Buy Men Shoes Buy Women Shoe Shoes Online Mens shoe picture Mens sandals
- 23. Negative Match - • The ad wont show when the negative match is found in the user query. • Negative keywords are defined based on business. • Example - free Cheap
- 24. Thankyou • To Do Task – Create your own Adwords Account – Create a Campaign for Florists Company – In this campaign add 5 AdGroups related to the florists – In each AdGroup add atleast 10 keyword – Create one ad for each AdGroup