What is Google Adwords?

2. What is Google Adwords? Google AdWords is Google's online advertising program. Through AdWords, you can create online ads to reach people exactly when they're interested in the products and services that you offer.

3. When people search on Google for something they want, they find two types of results: search results and AdWords ads. Search results appear as links on search results pages and aren't part of Google's advertising programs. AdWords ads appear under an "Ads" label and may be placed in several locations around the free search results.

4. DO YOU KNOW ? • Global Digital Ad spend to overtake newspapers by 2015

5. Adwords Account Campaign Structure Campaign No.1 Campaign No.2 Ad Group No.1 Ad Group No.2 Ad Group No.1 Ad Group No.2 List of Keywords List of Keywords List of Keywords List of Keywords

6. Different Terms • Campaign: A set of ad groups (ads, keywords, and bids) that share a budget, location targeting, and other settings. • Ad Group: A set of keywords, ads, and bids that is a key part of how your account is organized. Each ad campaign is made up of one or more ad groups. • AD: An ad typically includes a link to your website and a description or promotion of your product or service. A small four line ads consisting headline, two short line of text and URL

7. Furniture Store Account Example of campaign Campaign Bedroom Furniture Campaign Dinning Room Furniture Ad Group Dressers Ad Group Beds Ad Group Chairs Ad Group Tables

8. Key Terminologies Keywords:Words or phrases describing your product or service that you choose to help determine when and where your ad can appear. Impression:How often your ad is shown. An impression is counted each time your ad is shown on a search result page or other site on the Google Network. Click: When someone clicks your ad, like on the blue headline of a text ad, AdWords counts that as a click. Daily budget:An amount that you set for each ad campaign to specify how much, on average, you'd like to spend each day. Destination URL:The URL address of the page in your website that people reach when they click your ad. Landing page:The webpage where people end up after they click your ad. The URL of this page is usually the same as your ad's final URL. Bid:A bid that you set to determine the highest amount that you're willing to pay to prioritize your ad.

9. Google Network Google Network All of the places where your AdWords ads can appear, including Google sites, websites that partner with us, and other placements like mobile phone apps. Search Network Display Network

11. The Search Network: • The Google Search Network is a group of search-related websites or apps where your ads can appear. When you advertise on the Google Search Network, your ad can show next to search results when someone searches with terms related to one of your keywords. • When people search on Google, text ads can appear at the top or bottom of the page. • Only the highest ranking ads are eligible to show at the top of the page • our ad's position on the page is determined by your bid, the components of Quality Score (expected clickthrough rate, ad relevance, and landing page experience)

13. Text Ads Ad Text Specs • • Ad title (30 characters max, including spaces) • • Two Title (30 characters max each, including spaces) • Description 90 characters • • Display URL (35 characters max, including spaces) • • Destination URL (1024 characters max, including spaces)

14. Successful text ads Best practices for writing successful text ads and common mistakes to avoid. • Highlight what makes you unique • Include prices, promotions, and exclusives • Empower customers to take action • Include at least one of your keywords • Match your ad to your landing page • Check for common ad text mistakes

15. Calls To Action • Download Now • Buy Now • Purchase • Call Today • Order Now • Sign Up . Sales Offers • Get a Quote

16. Bidding or Pricing Model: CPC: Cost per Click. CPM: Cost per Mille or Cost per 1000 Impressions. CPA: Cost per Action or Cost per Acquisition. CPV: Cost per view CPD : Cost Per Day CPI : Cost Per Install

17. Quality Score: An estimate of the quality of your ads, keywords, and landing pages. Higher quality ads can lead to lower prices and better ad positions. You can see your Quality Score reported on a 1-10 scale. Components of Quality Score affect Ad Rank: • Your ad/search relevance: • The quality of your landing page: • Your ad's expected CTR: • Your display URL's past CTR:

19. Ad Rank: Ad Rank is calculated using your bid amount, the components of Quality Score (expected clickthrough rate, ad relevance, and landing page experience)

21. Keyword match Types Keyword match types help control which searches can trigger your ad. • Broad match • Broad match modifier • Phrase match • Exact match • Negative match

23. Examples: Broad Match Keywords • Broad match • Keyword: • buy flowers • May show for these queries: • buy flower • buy red flowers • flowers buy • new York buy flowers • buy tulips

24. Phrase Match Keywords • Phrase match • • Keyword: “buy flowers” • • May show for these queries: • •Where can I buy flowers • buy flowers in new delhi • But not for these queries: • buy red flowers (there is an extra word in between) • flowers buy (the words are reversed) • buy flower (this is the singular) • Buy tulips (the words are different)

25. Exact Match • Keyword: • [buy flowers] • May only show for the query: • buy flowers • Buy Flowers (capitalization doesn’t matter) Negative Keywords: Keyword: -cheap • Your ad will never show for these queries: • Buy cheap flowers • Cheap flowers in New York

26. How keyword insertion works Let's say you're advertising a chocolate shop. You could use a keyword insertion code in your ad headline: Headline: Buy {KeyWord:Chocolate} AdWords will try to replace this code with one of your keywords in your ad group ("dark chocolate," "sugar free chocolate," "gourmet chocolate truffles"), but when it can't, it'll use the word "Chocolate."

28. Keyword Planner • A tool that provides keyword ideas and traffic estimates to help you build a Search Network campaign. • Search for keyword and ad groups ideas based on terms that describe your product or service, your website, or a product category related to what you're advertising • Get historical statistics, like the number of times people have searched for a keyword or how competitive that keyword is • You can also get traffic estimates, like how many clicks and impressions your keywords might get for given bid and budget amounts.

32. Google Display Network • The Display Network is a collection of websites including specific Google websites like Gmail, Blogger, and YouTube -- that show AdWords ads. • This network also includes mobile sites and apps. If you've ever seen an AdWords ad on your favorite news site or in your Gmail account, and wondered how it got there, now you know: websites like these are part of the Google Display Network.

33. Targeting Methods • Contextual Targeting • Demographic Targeting • Placement Targeting • Interest Targeting • Topic Targeting • Geographical and Language Targeting

34. Placements • Locations on the Display Network where your ad can appear. Examples include relevant websites and apps that partner with Google to show ads • Automatic Placements A term used in AdWords reporting to reflect the webpages, videos, and apps on the Display Network where your ads show automatically based on the targeting you've selected • Managed Placements Whereas managed placements are webpages, videos, and apps you specifically select to show your ads, automatic placements are the result of placing your ad based on your other targeting methods, like keywords or topics.

35. Text Ad Image Ads

36. Rich Media Ad Video Ad

37. Different Ad Formats • leaderboard (728x90) = 728 pixels wide, 90 pixels high • medium rectangle (300x250) • most available inventory across ad sizes • Other common sizes • 300x600 • 160x600 • 180x150 • mobile ad sizes (iPhones, Androids, iPads) • 468x50 • 300x50 • 320x50

38. Ad Sizes and Examples

39. Display Planner • An AdWords tool that provides ideas and estimates to help you plan a Display Network campaign that you can add to your account or download. • Display Planner generates ideas for all the ways you can target the Display Network. Targeting ideas are based on your customers’ interests or your landing page. They include keywords, placements (websites, videos, mobile apps, mobile app categories), topics, interests (affinities, in-market segments), demographics (age, gender), and remarketing. • Each idea comes with impression estimates and historical costs. Think of these estimates and statistics as a guide to help you plan your Display Network campaign, rather than to project future performance.

41. Remarketing • 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.

42. How Remarketing works

43. To start using remarketing, add the remarketing tag across all pages of your website or to your mobile app. • The remarketing tag is a small snippet of code that you get from AdWords • After you've tagged your website or app, you'll create remarketing lists. • For example, you can create a remarketing list for visitors to your most popular product category page. The remarketing tag tells AdWords to save visitors to your "Popular category list." When people visit that page, their cookie ID is added to the remarketing list.

44. Conversion • A conversion happens when someone clicks your ad and then takes an action that you’ve defined as valuable to your business, such as an online purchase or a call to your business from a mobile phone. • Conversions help you understand how much value your online ads bring to your business. • Conversion tracking is a free tool that shows you what happens after a customer clicks on your ads -- whether they purchased a product, signed up for your newsletter, called your business, or downloaded your app. When a customer completes an action that you've defined as valuable, these customer actions are called conversions.

45. Why use conversion tracking • See which keywords, ads, ad groups, and campaigns are best at driving valuable customer activity. • Understand your return on investment (ROI) and make better informed decisions about your ad spend. • Use flexible bid strategies (such as target CPA, enhanced CPC, and target ROAS) that automatically optimize your campaigns according to your business goals.