Introduction to AdWords

Google AdWords-Campaign Types

There are five types of campaigns .They are:

Search Network with Display Select

Search Network Only

Display Network Only

Shopping

Online Video

Google AdWords-Definition

Google AdWords is Google's online advertising program.

Google AdWords is a product that you can use to promote your business, help sell products or services, raise awareness, and increase traffic to your website.

AdWords Vs AdSense

AdWords AdSense

The Google AdWords enables you to create advertisements which will appear on relevant Google search results pages and our network of partner sites.

The Google AdSense differs in that it delivers Google AdWords ads to individuals' websites.

AdWords is a media buying channel. AdSense is an advertising sales channel

AdWords ads are shown on specific search result

AdSense enables adaption of the ad with the page content

AdWords is on Google SERP (search engine result page)

AdSense is shown on web pages

Google AdWords-Advantages

Reach people searching for what you offer

Control your budget

Measurable, accountable, flexible

Cost Effective

Maximum Relevance

Highly Targeted

Remarketing

Google AdWords-Search Results

Google AdWords-Layers

AdWords is organized into three layers:

Account

Campaigns

ad groups.

Google AdWords-Account Structure Your account is associated with a unique email address,

password, and billing information.

Keywords

Keywords

Keywords

Ads

Ads

Ads

Ads

Account Structure

Campaign 1 Campaign 2

Ad Group 1 Ad Group 1Ad Group 2 Ad Group 2

Ads Keywords Ads Ads AdsKeywords KeywordsKeywords

Google AdWords-Campaign Types

Your ad campaign has its own budget and settings that determine where your ads appear.

We can create a project based on the client requirement for the project.

Google AdWords-Campaign Types

There are five types of campaigns .They are:

Search Network with Display Select

Search Network Only

Display Network Only

Shopping

Online Video

Google AdWords-AdGroup

Your ad group contains a set of similar ads and the words and phrases, known as keywords

An AdGroup contains one or more ads which target a shared set of keywords.

Each of your campaigns is made up of one or more ad groups.

Use ad groups to organize your ads by a common theme.

Google AdWords-Ad Types

Text AdImage

AdVideo

AdDynamic

AdMobile

Ad

Google AdWords-Ad Types

Google AdWords-Keywords Match Types

Keywords Types

BroadMatch

PhraseMatch

ExactMatch

Broad Match Modifier

This ad automatically run on relevant variations of your keywords, even if these terms aren't in your keyword lists.

The ad will show, if user query matches with your keyword in same manner.

Denoted with double quotes ( “ “ ) symbol

The ad will show, if the keyword matches exactly with your query.

Denoted with square brackets ( [ ]) symbol

Best match type to target many users, who use a combination of keywords.

Denoted with plus ( + ) symbol

Google AdWords-Bidding Types

Mainly Three kinds of bidding types. Namely

CPM(Cost-per-thousand impressions):

CPC(Cost-per-click ) :

CPA(Cost-per-acquisition) :

Google AdWords-Ad Rank

Ad Rank determines your ad Position where your ad shows on the page in relation to other ads and whether your ads are eligible to show at all.

The main components of your Ad Rank are your bids and the quality of your ads and website.

AdRank = Max. CPC * Quality Score(QS)

Google AdWords-Ad Rank

Max.cpc:

A bid that you set to determine the highest amount that you were willing to pay for a click on your ad

Quality Score(QS):

QS is a metric calculated AdWords based on various factors of quality and relevancy.

Quality Score Factors:

Click through rate of keywords

Relevance of keywords in Ad Group

Relevance of keywords and Ads

Relevance of landing page with keywords

Historical AdWords account performance

Google AdWords-Ad Extensions

Ad extensions are a type of ad format that show extrainformation about your business. Some can be addedmanually and others are automated.

Google AdWords-Ad Extensions

Review extensions

call-out extensions

App extensions

Call extensions

Location extensions

Site link extension

Google AdWords-Create Ads

Google AdWords-Editor Tool

AdWords Editor is a free, downloadable application for managing your AdWords advertising campaigns.

Purpose:

Can make bulk changes in off-line

Export and Import files to share proposals

View statistics to all campaigns

Copy/Move items between Adgroups and Campaigns