AdWords Intoduction

1. Vipul Sachan, Digitrend

2. Adword Defined
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Google AdWords is an online
advertising service that enables
advertisers to compete to display
brief advertising copy to web users,
based in part on keywords,
predefined by the advertisers, that
might link the copy to the content of
web pages shown to users.
• Web pages from Google and from partner websites are designed to
allow Google to select and display this advertising copy.
Advertisers pay when users divert their browsing to seek more
information about the copy displayed, and partner websites receive
a portion of the income they generate

3. PPC Defined
Pay Per Click (PPC)
• Online Advertising that allows advertisers to target
specific sets of keywords or audiences in order to
drive traffic to a website or phone number.
• Pay per click literally means that a search participant
must click on an ad in order for the advertiser to be
charged.
• Google (search) – online advertising that allows
advertisers to target specific sets of keywords or
phrases that people search.
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4. Organizing Your Account
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AdWord gives your account a
solid framework, making it
easier to determine which of
your ads, campaigns, and
keywords are working, and
which aren’t, so you can alter
or add campaigns as
necessary.
• Same Email And Password
login used with other
Google Accounts
• Billing Information
• General Settings

5. PPC Campaign
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• What makes up a Pay-Per-Click campaign?
 Ad Groups
• A high level category that is directly related to the service or product you
are advertising
• Display Network Targeting Methods
(eg. placements, topics, Interests,demographics and remarketing)
• Mobile Bid Adjustment
• Special Campaign Settings
• Ad Extensions
 Ads
• No less than three text ads are created for each
Ad group
• Shopping, Dynamic Search Ad and Display Ad
 Keywords
• The actual words or phrases we bid on that consumers
potentially search for
• Each Ad group contains numerous keywords & ads

6. PPC Campaign
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Create Relevant
Keywords & Ad
Groups
Test Ads & Keywords
Use Reporting Tools
To Measure Results
Optimize, Optimize,
Optimize!

7. Campaign Targeting
Geographic location
– During the initial setup of the account we determine a radius
around a location where your ads will be shown
 Your ads will only be shown
to those searching in your area
as well as those searching for
your area
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Countries
Regions
Cities

8. Language Targeting
• Target 1 or More
• Write In The Same
Language You’re
Targeting
• No Translation
• Default Language
• Language People Type
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9. 9
Google Search Engine Results Page (SERP)
Paid
Organic
Local
Organic
Paid

10. Online Advertising Report Dashboard*
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3
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*Reference Slide 9 for definitions corresponding to the chart above

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Report Term Definitions
1. Cost: The total spend for that month
− Please note that even though we are allocating a certain amount per month this
does not necessarily mean we will spend that in a month’s time. We are only
charged when consumers click on our advertisements
2. Impressions: The total number of times your advertisement was seen
over the course of the month for that particular Ad Group
3. Clicks: The total number of times your advertisement was clicked on
by a consumer
4. CPC (Average Cost Per Click ): Google AdWords is much like an
auction where we bid on keywords related to your business. Average
CPC shows how much we are paying for an individual click.
5. Maximum Cost-per-click (CPC) Bid: The maximum amount you’re
willing to pay each time a user clicks on your ad for a particular
keyword. You can set the maximum CPC bid at the ad group or
keyword level.

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Additional Terms
• Click Thru Rate (CTR): The total number of times your advertisement
was clicked on divided by the number of times your ad was shown
(impressions)
• Quality Score: The measurement used to determine your ad’s
relevance to user searches. Your Quality Score is determined by your
keyword’s click-through rate (CTR) on Google and by the relevance of
your ad text, keyword, and landing page.
• Conversions: The one portion of your dashboard will show your
conversions as defined by your brand. These can be phone calls,
online enrollments, online purchases, and more.
• Average Position: This is the average position of where your
advertisement falls on the SERP
– As a standard we like to see our ads in the top 5 positions.

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Average Position Reference

14. ROI & PPC
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• Measuring ROI with Pay-Per-Click
– Getting a consumer to click on your ad and visit your website is
only half the battle
– Once the consumer is on your website you may want them to:
• Purchase a product
• Fill out a form
• Sign up for a giveaway
• View a key page
– Your ROI is going to be determined by your brand to help
identify the benefit of your PPC marketing campaign

15. Remarketing Works
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16. Benefits of PPC
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• Reach
– Access to ~80% of Internet users worldwide (Google)
• Cost
– Low cost for high ROI
• No minimum spend
– Only charged when consumers click on your ad
• Timing
– Ads are seen by users looking to purchase
• Qualified leads
– Reach your audience at the right time, with the right message
• Flexibility
– Gives you the ability to start advertising quickly
– Target ads to the specific location(s) of your target consumers
– You can monitor and optimize your ads continually

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Thanks.
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