This document provides an overview of Google Adwords and how to set up an Adwords campaign. It begins by defining what Adwords is and its benefits. It then explains the account structure and settings needed to create an account and campaign. Step-by-step instructions are provided on how to set up an account, create a search campaign, add ad groups and keywords. Various campaign settings are outlined such as location targeting, bid strategies, and scheduling. The document aims to guide users through the full process of setting up their first Adwords campaign.

2.  Digital Marketing Channels
 Understanding Google Adwords
 What is Google Adwords
 Benefits of Google Adwords
 Scope of Google Adwords
 How It Works
 Account Structure
 Getting Started – Create Your Account
 Understanding Campaigns
 Getting Started - Create Your Search Campaign
 Understanding Search Campaign Settings

3. Digital
Marketin
g
Channels
Email
Marketing
Pay-Per-
Click
Advertising
Search
Engine
Optimization
Display
Advertising
Social
Media
Marketing
Content
Marketing
Affiliate
Marketing
Emails to potential or current customers for promotional purpose,
request business or solicit sales or donations to build loyalty, trust, or
branding
One of the Quickest way of targeting relevant and
potential buyers in short period of time. Majorly
focusses on strategies of budgets, bidding, ad
placements and targeting
Technique to help users in finding website in
Search Engine’s unpaid results. Involves
activities like keyword research, on & off-page
optimization, Link building
Displaying relevant ads on 3rd party websites to
create brand awareness and bring targeted traffic
to bring leads and sales. Dals are usually based
on Cost-per-Impression (CPM) or Cost-per-Click
(CPC)
One of the performance based
digital channel wherein business
rewards commission to its partner
to bring visits or sales based on set
commission. In this case Partner
will take care of all marketing
efforts
One of the most phenomenal
channel to create brand
awareness, customer engagement
and increase loyalty. However,
marketers should select relevant
social network to promote their
kind of business
Creating content – blog,
images, videos help users to
stimulate interest in your
business. It also assists in
other channels like SEO and
Social marketing

5.  Google AdWords (Adwords) is an advertising service by Google for businesses wanting to
display ads on Google and its advertising network
 Offers website promotion with the help of Text, Images and Videos which can be targeted to
local, national or international audience
 With major focus on keywords, it enables business to target highly relevant audience with
related ads and pay only when user clicks on the ad
 One of the main advertising product of Google with total ad revenue in 2016 amounted to
USD79.4 billion

6. Search Ads Product Listing Ads
Display Ads Video Ads
In-App Ads

7.  Reach people searching for what businesses offer with right set of keywords
 Budget control and cost effective with no minimum spends required
 Maximum relevance with highly targeted ads
 Remarketing to current users for upsell, cross-sell and converting leads to sales

8.  Google Adwords provides wide scope in digital
marketing
Helps businesses in creating awareness with
variety of image,
video and display ads
Assists in direct sales and lead capturing through
highly relevant
keywords and ads
Helps in bringing high quality traffic to the
website
Google
Adwords
Brand
Awareness
Traffic
Generation
Lead
Generation
Sales and
Acquisition

9. Create Your Ad
and Keyword
•Create list of
relevant keywords
related to your
business
•Make relevant ads
for these keywords
Start bidding for
ads to appear
•Bid for the list of
keywords
•At the optimum
bid, ad will appear
for keyword
search
Users will get
attracted to the
website
•Once, users click
on the ad, will be
redirected to the
landing page
•Users will come on
the site to make a
purchase or to
learn more about
the product

10. Account
Campaign
1
Ad Group
1
Ad Keyword
Ad Group
2
Ad Placement
Campaign
2
Ad Group
1
Ad Keyword
Ad Group
2
Ad Placement
Before starting, account hierarchy
and structure should be understood
 Account - Every account has its
own billing information and
consists of campaigns
 Campaign – Defines the daily
budget, geographical scope,
networks where ads will be
running. Each Campaign consists
of different ad-groups
 Adgroup - Each ad-group consists
of closely related ads and keyword
 Keywords – Queries by users for
which ads will be shown on
network
 Ads – Information shown to users
based on their keywords or
placements on the network
 Placements - Placements are
locations on the Google Display
Network where ads appear. It can
be page on a site, a mobile app or
video

11. Create new account
by clicking on “Start
Now”
Create Your Account -
Enter your Email ID
and name of website to
be advertised on
Adwords
Go to
adwords.google.com
Login with your
current account
by clicking “Sign
In”
Step 1
Step 2
Step 3

12. Choose Goal for your
campaign
 Call Business
 Traffic Generation
 Sales / Leads
Choose the
geographical location
you want to target
• Near your location
with radius of upto
65 kms
• Choose any country,
state, city or pin
code
• To create campaign,
I have selected
Mumbai as targeted
geo location
Step 4
Step 5
It will also tells the
approximate
audience size based
on selection
Of geo location
Please note that it
will be revised
further after
selection of
keywords

13. Select the Language you
want your ads to be
advertised. Eg. English
List of products you want to
advertise. Eg: Digital
Marketing Books
• Create your 1st sample
ad by creating
Headlines, description,
destination URL
• Length of headlines and
description is 35 and 80
characters respectively
• Make sure to write an
ad relevant to the
product you are selling
Step 6
Step 7 Click here to see
how your ad will
look on different
devices

14.  Set the Currency and
Daily Budget as per
your choice
Step
8
Once all the above is
done, AdWords will ask
to review and confirm all
details
Step 9
Google will provide
you the estimated
clicks based on
your budget

15. • Finally, it will ask for
the Billing Country,
Time Zone
• Billing country and
Time zone can be filled
only once for an account
Step 10 • Finally, it will ask for
the Customer
information including
name, address, tax
information and
Payment Details
• Once all done, your
account is created and
you can start creating
your campaigns

16. Before creating the campaign, types of campaigns should be
understood based on your objective
• Search – Ads appear throughout sites on the Google
Search Network once someone searches with keywords on
Google, then showing relevant text ads on search results
pages. It further is divided in 2 sub categories
1. Google Search Only – Ads will be shown on Google
search page only based on keywords
2. Google Search + Partners – Ads will be shown on Google
search page and its search partners
• Search with Display Select – Ads will appear including
text, image, and video ads with search results on the
Google Search and Display Network
• Display – Ads appear across Display Network based on
selected placements
• Shopping – Products ads to promote your online and local
inventory
• Video – Video ads on YouTube and across the Google
Display Network
• Universal App – Promote apps across Google Search,
Google Play, YouTube, and Display Network
Types of
Campaigns
Search
Google Search
only
Google search +
Networks
Search with
Display Select
Display
Shopping
Video
Universal App

17.  Will start with
creating Search
Campaigns only
 Click on “Campaign”
red button and select
“Search Network
Only” option
Go to
adwords.google.co
m
Step
1
Step
2

18. • Provide the campaign
name: Books
• Choose the type of
Search Campaign
based on your
objective
• Choose the type of
network. For
simplicity reasons, I
have selected Google
Search Network +
Search Partners
• All devices are
selected by default.
You can change it
later on
• Choose the geo scope
and language. It will
be the targeted region
for ads to be displayed
• Choose the bid
strategy as per
business objective.
• Choose the daily
budget like INR 100 /
day and default bid. It
is campaign level bid.
Type of Search Campaigns:
• Standard – Includes all
standard and mobile settings
• All Features – Provides the
option to choose from settings
• Mobile app installs – Focusses
on app installation
• Mobile app engagement –
Focusses on user engaging with
app post clicking on ad
• Dynamic Search Ad – Shows
ads based on the website
content
• Call Only - Focus on getting
more phone calls to business
Step
1

19.  You can also add Ad
extensions to improve
click-through rate.
 In addition, there are
few advanced settings
like Ad Time
Scheduling, Ad Delivery
which can help in
improving the
performance of the
campaign. Will explain
it in later slides
Step
3
Step
2
Now create your 1st
adgroup.
• “Analytics” is adgroup
targeting to digital
marketing analytics
books
• Create 1st ad with
relevant information.
Path is the display
URL users will see
along with the ad
In case you have
separate mobile
URL, Enter here

20. • Once the ad is
created, list down
related keywords
• Please note that
keywords will be
added in Broad match
by default
• All keywords added
should be related to
each other and with
the ad
• Once the campaign is
created, you can add
further keyword
through Keyword Tool
• It will provide estd.
traffic based on
keywords, avg CPC
and daily spends
• Set default adgroup
level bid. You can
change it later on
keyword level
Step
4
Type of Keywords:
• Broad – User
searches any
word with
keyword in it in
any order
• Phrase – User
searches
keyword in same
order with some
additional words
• Broad Match
Modifier – User
searches
keyword in any
order with some
additional words
• Exact – User
searches the
exact keyword
• Negative – Ads
will not appear
for these
keywords

21. Step
5
Once all is done,
campaign “Books” gets
created.
Click on Books, you will
see all adgroups created
in this campaign
To view all adgroups, click
on “Adgroup” on the top
bar
I have created 2 adgroups
– Analytics and Comics
View the list of ads and
keywords by clicking on
Ads and Keywords tab

22. You can change default
settings of the campaign by
clicking on “Setting” tab
Initially, it will show the
settings set at the time of
campaign creation
Click on the campaign
name – Books to change the
settings
Step
1
Step
2
In case, you want to
target Google Search only
and not its partners,
deselect “Include Search
Partners” from the
networks
In order to change device
settings, click here. It will
redirect you to the Device
setting page
You need to set bids for
the different devices to
change their settings –
Once clicked on bid
adjustment, it will give
option of “Increase” or
“Decrease” bids.
Top opt out any device, set
bid as -100% and ads will
not appear on respective
device

23.  You can change the
location as per your
targeted audience
 You can also select
languages. Make sure
to write ads in the same
language as Google
Translate doesn’t work
for ads and keywords.
In this case, it remains
as English
Step
4
Step
3
Important aspect of
setting is Bid Strategy.
It’s very vital to choose
right strategy based on
campaign objective.
If not sure, you can start
with “Manual CPC” and
opt for different one later
on
Types of Bid Strategies
–
• Maximize Conversion
• Target Search Page
Location
• Target CPA (Cost per
Action)
• Target ROAS (Return
on Ad Spend)
• Target Outranking
share
• Maximize clicks
• Enhance CPC
Include / Exclude the
location based on users
in the selected geo –
• Users presently
located in target
location
• Users searching for
targeted location
• Both of above options

24.  Choose the delivery speed
of the ads to be shown
 Please note that this will
impact your daily
 Change the start and end
date as per your choice –
Its becomes easy to
manage in case of fixed
time campaigns
 Other important setting
of campaign is Ad
Scheduling. Click here to
view / change it
Step
4
Step
3
Types of Delivery –
• Standard – Adwords
will run ads
throughout the day
evenly as the budget
• Accelerated – Shows
ads as quickly as
possible
• Ad Scheduling / Day
Parting is an campaign
optimization technique
of targeting users
based on fixed days
and timing
• Similar to device
bidding (explained
above), Adwords gives
the option of bidding as
per the selected time
Change settings
separately for each day
Change settings for
weekdays only
Change settings for all
days together

25.  In case of 2 or more ads
in a adgroup, you can
control the way ads will
be shown to users. Its
advisable to start with
“Optimize for Clicks”
during starting of
campaign
 Frequency capping is the
no of times ads will be
shown to single user
(based on cookie). Its
usage comes handy in
case of Display / Video
ads
Step
4
Step
5
• IP address exclusion is
important if you don’t
want ads to be seen by
certain users like
“within office premise”
• In this case, I have
added my office IP so
no one can view ad
from the office