Google AdWord Campaigns
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What are Google AdWords?• Automated Auction• Searched Keywords appear under ‘Sponsored
Link’ section
How does it work?• Crawlers sent to scan your website• Google determines best placement
AdWord TerminologyGoogle keeps a full glossary of AdWord
terminology.
Here are a few useful ones to know:
Create a Google AdWord AccountIf you already have a gmail account then you will be able to use that as your AdWord account as well.
Create Your First Campaign1. Choose your budget2. Create your ads3. Select Keywords that match your ads to
potential customers4. Enter your billing info
Campaign Settings• Audience• Networks• Daily Budget• CPC Bids
AdsHere's how an AdWords text ad will look:
Advertise with GoogleWant fast results?
Create your ad campaign today!www.adwords.google.com
Activating Your Account and Signing In
https://adwords.google.com
Sections of Your Account
There are 6 main sections or tabs to your account.
Account Organization• Your account is organized into 3 levels
AdWords Structure
Structure Tips• Name campaigns appropriately• Split campaigns into Ad groups• Use one theme per campaign• Aim for a minimum of 3 ad groups
Structure Exercise• Name your campaign• Create Ad groups
Keywords• Tightly themed• Small group vs. large group• Easier Ad writing
Match Options• When will Ads be displayed• Broad Match• Negative Match
Keyword Tips• Step into your customer’s shoes• Match keywords to Ad’s text• Use Google keyword tool• Regularly review keywords• Use negative keywords
Ads• Differentiate yourself from competitors• Grab attention• Create different Ads for different Ad groups• Focus on the product that is being sold not
general company information
Success• Successful: Create description specific to why
buying from company is beneficial• Successful: Call to Action• Unsuccessful: Do not create a general
description or one that does not include a call to action
Success• Link to specific page• Successful: www.acmesports.ca/skates.html• Unsuccessful: www.acmesports.ca/
Targeted Ad Tips• Use keywords in Ads• Include specials• Call to action• Direct users to relevant pages on site
Content Network• Ads show up in search results as well as
websites using Adsense• Good method to generate more Ad listings
Setting Goals• Differs from company to company• What is the goal?– Sign up?– Purchase?– Traffic?
Setting Goals• Keyword Status– Eligible status
• Average Position– 11 ads shown
Setting Goals• Quality Score– Score that is given to each keyword
Further InformationGoogle has many comprehensive guides and
videos at your disposal.
