Adwords crash course

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Crash Course

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1234You can Start your career in Digital mediaUpgrade your current profileStart Your own businessEvery one Else Doing. ;)Why AdWords



Intro & Basics

What is Online MarketingAdWords IntroAdWords Terminology

AdWords Essentials

StructureKeywordsAdsQuality Score

Targeting TypesCreate StructureBid Types

How to TargetDisplayReportingTracking

Display & Reporting

Introduction to AdWordsBasics of Marketing

PromotionPromotionrefers to raising customer awareness of a product or brand, generating sales, and creating brand loyalty.

4 Ps of Marketing

1PProductWhat are we selling?

2PPriceHow much is we selling it for ?


PromotionHow will we let people know we are selling?


PlaceWhere and how will we sell it?

Online Advertising

Social Media







Google AdWords is Google's advertising system in which advertisers bid on certain keywords in order for their clickable ads to appear in Google's search resultsWhat is AdWords?

Where your ads can appear..?

On Google search result and search partners..

It including specific Google websites like Google Finance, Gmail, Blogger, and Youtube that show AdWords ads. This network also includes mobile sites and apps.Collection of Website - A.K.A Display Network

Also in Google MapsIf you have text ads, you can choose to show them to customers in a certain geographic location.

Prerequisites for AdWords..WebsiteKey Elements

Original and fresh ContentUser Friendly NavigationSimple and Professional DesignSpeedPoint of Contact

Goal Setting

Key Elements

ClicksConversionsBrand AwarenessSales

Basic AdWords TerminologyTerminology

Your accountis associated with a unique email address, password, and billing information.Account

Ad groupscontain a set of similar ads andkeywords.

CampaignCampaignshave their own budget and settings that determine where your ads appear.

Search TermTerms user types in Google Search

When someone clicks your ad, like on the blue headline of a text adClick

Daily budgetAn amount that you set for each ad campaign to specify how much, on average, you'd like to spend each day

ImpressionsHow often your ad is shown. An impression is counted each time your ad is shown

Max CPCA bid that you set to determine the highest amount that you're willing to pay for a click

The order in which your ad appears on a page in relation to other adsAd position


AuctionBidding for an Ad position

ConversionA conversion happens when someone clicks on ad & then takes an action that youve defined

How to Structure your AccountAccount Structure

Why Accounts structure is so Important? Determine which ads are Performing.Monitor changes easily.Have better control over budgets and costs.Locate specific keywords quickly.Manage and edit your campaigns easily.Good account organization helps you make changes quickly, target your ads effectively, and, ultimately, reach more of your advertising goals.

How to Create Good Account Structure?

Organize your campaign to mirror your website

Create separate campaigns for multi-region advertising

Create Separate campaigns for different Ad Platforms Tightly Themed ad groups.

How to Create Keyword ListKeywords

What is Keywords.Words or phrases describing your product or service that you choose to help determine when and where your ad can appear.When someone searches on Google, your ad could be eligible to appear based on the similarity of your keywords to the person's search terms, as well as your keyword match types. Keywords are also used to match your ad to sites in the Google Network that are related to your keywords and ads.

Broad Match

+Broad + Match + Modifier

Phrase MatchKeyword Match Types

[Exact Match]

-Negative Keywords

Broad MatchBroad match is the default match type that all your keywords are assigned. Ads may show on searches that include misspellings, synonyms, related searches, and other relevant variations.

Example keyword: women's hatsExample search: buy ladies hats

How it HelpsSpend less time building keyword listsTo build your first listCapture large Audience

Broad match modifierAds may show on searches that contain the modified term (or close variations, but not synonyms), in any order.

Symbol:+keywordExample keyword:+women's+hatsExample search: hats for womenHow it HelpsMore control over broad matchTo build quick listCapture large Audience

Phrase matchAds may show on searches that are a phrase, and close variations of that phrase.

Symbol:"keyword"Example keyword:"women's hats"Example search: buy women's hatsHow it HelpsPhrase match is more flexible than exact match, but is more targeted than the default broad match option.Showing your ads to customers who are most likely searching for your product or service.

Exact matchAds may show on searches that are an exact term and close variations of that exact term.

Symbol:[keyword]Example keyword:[women's hats]Example search: women's hatsHow it Helpslimit who sees your ad to only those who search for your exact keywords or close variants of your exact keywords.The traffic you receive could be more interested in your product or service.

Negative matchNegative keywords can help you reach the most interested customers, reduce your costs, and increase your return on investment (ROI).

Symbol:-keywordExample keyword:-womenExample search: baseball hatsHow it HelpsPrevent your ad from showing to people searching for or visiting websites about things you don't offer.Show your ads to people who are more likely to click them.Reduce costs by excluding keywords where you might be spending money but not getting a return.

Build Keyword ListThink like a customer when you create your listSelect specific keywords to target specific customersSelect general keywords to reach more peopleGroup similar keywords into ad groupsPick the right number of keywordsChoose keywords that relate to the websites customers see

Keyword Planner

How to Create Better AdsText Ads

Text AdsText ads, the simplest version of the online ads AdWords offers, have three parts: a headline, a display URL, and two description lines.

How create successful text adsHighlight what makes you uniqueInclude prices, promotions, and exclusivesEmpower customers to take actionInclude at least one of your keywordsMatch your ad to your landing pageAppeal to customers on mobileExperiment

Ad extensionsA feature that shows extra business information with your ad, like an address, phone number, store rating, or more webpage links.Types of Ad extensionsSite Links

Call Extensions

Location Extensions

App Extensions

Callout Extensions

Other ExtensionsReviewsConsumer ratingsPrevious visitsSeller ratingsDynamic sitelink extensionsDynamic structured snippets

Good Ad Examples

What is Quality ScoreQuality Score

What is Quality ScoreAn estimate of the quality of your ads, keywords, and landing pages. Higher quality ads can lead to lower prices and better ad positions.

Quality Scores given by 1-10 rating.How it WorksYour keyword's expected click through rate (CTR)Your display URL's past CTRYour account historyYour keyword/ad relevanceYour keyword/search relevanceGeographic performanceYour targeted devices

Ad Price & PositionAd Rank

Ad Rank

Ad Position & Price

SettingsCampaign Types

Common Settings


Ad Scheduling

Bid strategy


FYIDisplay Ads

Display Ads "Display Network only" campaigns are best if you'd like to show ads on websites and apps when your keywords are related to the sites' content.When to choose itRecommended for more experienced AdWords advertisersYou want to reach customers while they're browsing onlineYou're interested in building awareness for your brand across a large audience.Display Network only campaigns are usually focused on increasing awareness of your business, or giving a vivid impression of your brand.


Conversion trackingConversion trackingis a free tool that shows you what happensaftera 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.

ReportingYou can find the specific performance data that interests you by customizing the statistics tables of your AdWords account using columns, segments, and filters. Once the table looks exactly how you want, you can download it as a report in a variety of formats and save it. You can also set up the report to run at specific intervals, and schedule it to be emailed to you or other people who have access to your account.

Aravindhu Chukka


Linkedin: @aravindhu