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Table of Contents

Benefits of AdWords: ............................................................................................................ 2

How to Get Start with AdWords? .................................................................................... 2

Basic Steps in AdWords: ...................................................................................................... 3

Select Your Network: ............................................................................................................ 5

Create Your Own Rule:......................................................................................................... 6

Check Ad Preview: ................................................................................................................. 7

Set Your Ad Extensions: ....................................................................................................... 8

Conversion Tracking: ........................................................................................................... 9

List of Bidding Options in Google AdWords ............................................................. 10

CPC - Cost-Per-Click bidding: ......................................................................................... 10

CPP - Cost-Per-Phone call bidding: .............................................................................. 11

CPA - Cost-Per-Acquisition bidding: ............................................................................ 11

ECPC - Enhanced Cost-Per-Click bidding: ................................................................. 12

CPV - Cost-Per-View bidding: ........................................................................................ 12

CPM - Cost-Per-Thousand impressions bidding: .................................................... 12

Keyword Tool: ...................................................................................................................... 13

Ad Preview and diagnostics Tool: ................................................................................ 14

How to Redeem AdWords Promotion Code? ............................................................ 16

How to Delete AdWords Account? ............................................................................... 17

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What is Google AdWords?

Google AdWords is a quick and simple way to purchase highly targeted visitors to your site

with little budget. AdWords ads are displayed along with search results on Google, as well as

on search and content sites. With more than 200 million searches on Google each day your

Google AdWords ads will reach a vast audience.

Benefits of AdWords

Reach millions of users with Google Search and huge AdSense Publisher’s base.

Delete or pause your ad anytime, there is no contract or obligation with Google.

Pay only for the clicks and spend as little as you want.

Target location, language and devices you want to display your ads.

Get the latest reports on clicks and track your conversion effectively.

How to Get Start with AdWords?

It is as simple as a sales man trying to sell something to you. Here you are the sales man and

trying to sell your advertisement online. AdWords offers platform for advertisers to create and

bid ads for particular keyword. The highest bid ads for a particular keyword are displayed in

Google search result pages and AdSense publisher’s websites as desired by the advertisers.

When someone clicks on the ad the advertiser pays AdWords the agreed bid and Google

earns handsome revenue. Google pays part of this revenue to its publishers if the clicked ads

are displayed on AdSense publisher’s websites.

When you open your new AdWords account, you will be prompted to set your country time

zone and currency. Set this carefully you will not be able to change this later.

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Figure - Country and Currency Settings in AdWords

Basic Steps in AdWords

1. Create your advertisement campaign

2. Create Your Ad Group

3. Create Your Ads

4. Create Your Keywords

Google will display your ads when someone searches for the keyword you added to your

campaign in AdWords account.

Figure - Basic Steps in AdWords

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You need to link your keywords and a webpage URL with your ad. When a user search for a

specified keywords your ads will be displayed in the search results page when a user search

for the keywords you specified. Interested users clicking on the ads will be taken to your

linked web page and you will be charged for the agreed amount for a click.

In addition to display your ads in a Google search results page you also have an option to

display your ads in Google partnered websites.

Figure - PPC Ad Mechanism

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Important AdWords Settings:

Following are the simple and important settings to be taken care when you run a campaign

with Google AdWords.

Selecting ad network

Creating your own rules

Checking ad preview

Setting ad extension

Conversion tracking

Select Your Network

When you create a campaign be sure to select appropriate network for your ads to be

displayed. Ad Network is the place exactly where your ads will be shown to the users.

AdWords offers three types of ad networks:

Search Networks Only - Shows your ads only in Google search results pages

Display Network Only - Shows your ads only in publisher's website, for example

AdSense sites

Search and Display Networks - Shows your ads both in publisher's sites as well as

Google search results pages.

Display network puts your ads in the AdSense sites which may not match with the specific

content of your site. Select only Search Network if you wanted to show your ads to be

displayed only in the relevant Google Search result pages.

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Figure - Select Network Options in AdWords

Create Your Own Rule

AdWords provides an option to create your own set of rules to control the behavior of your ad

campaign. The rules can be set under the "Automate" tab.

For example, you can setup an automated rule for the following scenarios:

Pause the campaign if the budget exceeds your limit

Change daily budget when the spending limit exceeds

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Figure - Automate Rule in AdWords

Check Ad Preview

Previewing your ads before going live with your campaign really helps to see how your ads

will be shown to the users. You can preview your ads during the ad creation process; the

preview will show both side and top ad view when displayed in the Google search result

pages.

Figure - AdWords Ad Preview

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Set Your Ad Extensions

Use Extensions to add additional data like +1 button to your ad or add your location

information. If the location information is added the search in Google will show the ad as well

as the Google map location of your business. Google does not charge any additional cost for

adding extensions to your ad.

Figure - Ad Extensions in AdWords

Location information will be shown in the Google search as below:

Figure - AdWords Location Extension View in Google Search

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Conversion Tracking

For an advertiser it is not important how many clicks the ad receives, but how many clicks are

converted to an action is very important. An Action can be a signing up for newsletter, a

purchase or a download. You can create a conversion tracking in AdWords to know which

clicks lead to an action on your site.

In order to setup a Conversion tracking you need to paste the HTML code in the page such as

“Download Complete” page that users see after a download.

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Bidding Options available in AdWords

AdWords offers variety of bidding options to cater advertiser's specific needs. It is required to

understand each of the bidding options and select the one which suits your advertising

requirements.

If one bidding option does not satisfy your requirement, you also have an option to create

multiple ads and use different bidding options for different ads.

List of Bidding Options in Google AdWords

Here is the list of bidding options available in AdWords and each type of bidding is explained

below.

1. CPC - Cost Per Click

2. CPP - Cost Per Phone call

3. CPA - Cost Per Acquisition

4. ECPC - Enhanced Cost Per Click

5. CPV - Cost Per View

6. CPM - Cost Per Thousand impressions

CPC - Cost-Per-Click bidding:

This is a typical and easy option for an advertiser in which you need to pay a fixed amount for

every click. CPC and PPC (Pay-Per-Click) are identical terminologies used whereas CPC is

for advertisers and PPC is for publishers. The difference is that advertisers need to pay for a

click and publishers will be paid for a click.

AdWords provides two options to set your CPC bid:

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Manually set your bid limit

Allow AdWords to automatically set your maximum bid based on your daily budget limit.

CPP - Cost-Per-Phone call bidding

CPP bidding option is suitable for the advertisers interested to pay more to receive direct

phone calls from the customers. Cost-Per-Phone Call bidding option is automatically

combined with CPC bidding.

Here is how CPP bidding works in AdWords:

To enable CPP bidding, you need to add a call extension with a Google forwarding

number when setting up your ads.

This Google forwarding number will appear only on your ads.

The customers see your advertisement and call the Google forwarding number.

It auto forwards the callers directly to your regular business number.

The forwarding number also records the call in your AdWords account.

Minimum bid for a CPP ad is $1.

For example, your restaurant runs AdWords search ads with a max CPC bid of $0.50 for click.

You opted for CPP bidding in your AdWords account and add a call forwarding number to

your ad and make a CPP bid of $1.50. If a user searches for "take away food" in Google sees

your ad, and clicks, you will pay up to $0.50 (your max CPC) for that click. In case if that

person sees the ad and calls the number shown, you will pay up to $1.50 for the call.

CPA - Cost-Per-Acquisition bidding

AdWords offers Conversion Optimizer for conversion optimization. You need to specify

maximum Cost-per-acquisition (CPA) in your AdWords account. Then Conversion Optimizer

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will find you the most possible conversions for your budget. A maximum CPA bid is the

amount you are ready to pay for a conversion, such as a download, purchase or signup.

ECPC - Enhanced Cost-Per-Click bidding

If AdWords feels the click will more likely to result in a conversion based on the

recorded pattern it will raises the bid for clicks. This is called Enhanced cost-per-click (ECPC)

and helps you get more value from your ad budget.

For example, you sell kid items on your site, and you have set your max CPC for $1 and you

have ECPC bidding turned on in your AdWords account. If AdWords system feels an auction

likely to lead someone to buy items on your site, it will automatically set your bid as $1.30 for

that auction (that is, 30% more on your max CPC bid).

CPV - Cost-Per-View bidding

When you create a campaign for AdWords Video then Cost-per-view (CPV) bidding is the

default bidding option for your ad.

Traditional video ad programs charge you for impressions, with CPV you pay only when a

viewer watches your video.

CPM - Cost-Per-Thousand impressions bidding

Under CPM bidding, you need to pay a fixed amount for a thousand impressions of your ads

whether they are clicked or not. You can use CPM bidding only on the Google Display

Network and this option is not available on Google Search Network.

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Google AdWords Tools:

AdWords offers the following tools to analyze and monitor your keywords and ad campaign.

Keyword Tool (No Login Required)

Ad Preview and Diagnostics Tool (No Login Required)

Traffic Estimator Tool

Display Planner Tool

Contextual Targeting Tool

All the tools can be accessed under the menu path “Tools and Analysis" when logged in and

under "Tools" without login.

Keyword Tool

Keyword Tool provides you the effective use of any particular keyword as a Phrase, as a

Broad search or as an exact match. This is an excellent way to find how the keyword is

searched globally and locally with the competition. Competition shows how effectively the

advertisers are bidding for that keyword to help you to decide whether to use that keyword or

not. You can access the AdWords keyword tool without having an AdWords account.

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Figure - AdWords Keyword Tool

Ad Preview and diagnostics Tool:

Using Ad Preview and diagnostics Tool you can search and preview your ad in Google search

result pages for a particular keyword associated with your ad campaign. This will not accrue

any impressions on your ads. You can access the AdWords Ad Preview tool without having

an AdWords account, but login is required to see the diagnostics information.

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Figure - AdWords Ad Preview and Diagnostics Tool

Traffic Estimator Tool, Ad Placement Tool and Contextual targeting Tool are the other tools

available in AdWords. You need to have an AdWords account to access these tools.

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AdWords Promotion Code Tips

Google offers promotion codes to new AdWords customers in order to encourage them

spending more money on online PPC advertising.

Promotion or Coupon codes are generally applicable after an advertiser spends certain

amount.

Coupons are validated based on the account currency and payment method.

AdWords does not offer PayPal payment method like Bing Ads.

How to Redeem AdWords Promotion Code?

In order to redeem your Google AdWords promotion code, you need to first add billing

information in your account. Here is the step by step procedure for adding billing information

and redeem your coupon code:

1. Login to your AdWords account here

2. Go to "Billing Preferences" under "Billing" tab.

3. First enter your billing address details under "Profile" tab.

4. Click "Continue" to go to "Settings" where you can select your payment method and

enter your promotion code.

5. Click "Enter it here" link next to "Do you have a promotion code?"

6. Enter your coupon code and click on "Continue" button to accept terms and conditions.

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Figure - Redeem AdWords Coupon Code

How to Delete AdWords Account?

After advertising with AdWords promo coupon for particular duration you need to pause or

delete the campaign in order to avoid paying money from your pocket. You can also

completely delete your AdWords account and create a new one to get another promo

code from AdWords.

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For deleting AdWords account select My Account > Preferences tab and go to Account

Cancellation section. Click on the link “Cancel this account”.

Figure - AdWords Account Cancellation

Select "Cancel my account" button to permanently delete your account. Note if you already

accrued any cost more than your promo code value then you will get the invoice within 60

days even though you delete your account.