By Neha Nayak

By Neha. Nayak

Outline of the Presentation• Why Choose Google Adwords rather why do digitally• What is Google Adwords and its features• Understanding terms involved in Google Adwords• How to Create an account in Google Adwords followed by a

Campaign-Ad Group-Ad• Types of Ads• Types of Keywords• Types of Bidding Strategies and understanding when to use

which• How to link adwords to google analytic and its importance• How to track conversion of your ad

Why Go Digitally?

GOOGLE NETWORK

What is Google Adwords? Google Adwords is an online advertising service or

platform by google for businesses or brands who want to display ads on google and its advertising network.

Whenever someone searches anything on the search engine, this program help to grab the attention of the viewers by appearing directly on the first page of the Search Engine Results Page(SERP) based on a bidding system.

In Short, It is a system in which advertisers bid against their desired keywords in an intention to bring their ads on the search engine results page

Where does the Ads appear?Google search sites: Ads can appear above or below search results on Google Search. They can appear beside, above, or below search results on Google Play, Google Shopping, and Google Maps, including the Maps app.

Where else can it appear?

Google Search Partners

E.g: Non-Google websites, as well as Google Video, and other Google sites

FEATURES OF GOOGLE ADWORDS

It is largely focused on keywords

It helps to operate by setting a budget and pay only when clicked

You yourself can choose where your ad appears

It is highly flexible-You can start and stop according to your wish

It can be measured and monitored

Targeted Results

CATEGORIZATION

Google Adwords

Account Campaigns Ad Groups

LET US FIRST UNDERSTAND FEW TERMS BEFORE GOING AHEAD

Keywords-words or phrases users type to find something desired on a search eng.

E.g, if you are entering dress in the search engine, here dress becomes your

keyword.

Ad groups- A set of one or more ads which target a common keyword

Campaign-A set of ad groups(ads, keywords and bids) that share a common

budget,location and a target. It used to organize categories of products or services

that you offer. Your account may have more than one ad campaigns running.

We Shall see Campaign and Ad groups examples in the upcoming slides

• URLs- We all know URL means the adress of a world wide web which we type in the browser’s address bar. Here there are two types namely Display URL and Actual URL

URL

Display URL

It is the url that appears below your ad text when your ad is shown. It should not be longer than 35 characters

and is often the same URL as a site’s homepageE.g www.abc.com

Destination URL

It is the specific location within your site where you’d like to take a user who clicks on your ad.It does not

have to match the display url but should be of the same domain.

E.g www.abc.com/contact-us

Basic Structure of an Account

Campaign-Digital Marketing

Ad Group-Digital Marketing Consultant(SEO)

Keyword-SEO Experts in Mumbai

Keyword-SEO Consultant in

Mumbai

Ads-Best Digital Marketing Advisor

20% discountwww.abc.com

Get the best DM Strategy

Lets take an example

Step 1:Firstly lets get started with creating an account

Go to https://www.google.co.in/adwords/ Log in to google adwords account with your gmail id

and passwordYour account will be associated with a unique email

address, password and billing information

Step 2:Setting Up a CampaignFirst you need to choose the type of campaign you want to create

Step 3:Choosing your Ad group

• An ad group is a set of similar ads and keywords(words

or phrases for searching anything on the search engine)

• It contains one or more ads which target a common

keyword.

• Each of your campaign is made up of one or more ad

groups

Types of Ads

Examples of Ad Types

Keywords Match Types

Lets take an example

An Overview for Advertisers

1 •Select your campaign type and name it

2 •Select the location you want to target your ad

3 •Select your bidding Strategy/Type and set your budget

4 •Ignore the Ad extensions at the start.

5 •Create your first Ad group and prepare your ad

6 •Insert your keyword according to the campaign

7 •Select your maximum cost per click

8 •Cross check Everything

9 •Enter your billing information

Definitions of the Various Bidding Strategies-Overview

Cost Per Click(CPC)/Pay Per Click(PPC)-You pay on clicks on your ads(Used in Search Network and Display Network)

Manual CPC-It is technique wherein you have a total control over your bidding

Automatic CPC-You need to set a budget in this and adwords will automically work to get you the clicks. You can even set a CPC bid limit in this according to your wish.

Enhanced CPC-It is basically for the conversion-focused advertisers. Here, Adwords automatically increases or decreases CPC bids to maximize conversions.

CPC is the widely used bidding strategy

Cost Per Action/Acquisition(CPA)- You pay when an action is

taken on your ad(Used in Search Network and Display Network)

Target CPA-It is the average CPA you are willing to pay or simply

costs deducts upon your target budget set.

Cost Per 1000 impressions(CPM)-Also referred to as viewable

CPM. The cost is calculated as per the displayed ad viewed 1000

times(Used in Display Network)

Cost Per View(CPV)-You pay when your ad is clicked and

viewed. Here the ad is in video form(Used in Video Campaigns)

Bidding Strategy is broadly classified into below mentioned two types

Bidding Strategy

Automated Bid Strategy

Target Search Page location

Target CPATarget ROAs

Target Outranking Share

Maximize clicksEnhanced CPC

Manual Bidding

Manual CPC

WHAT DOES EACH TYPE SAY?

Sr No Type of Bid Purpose

1 Target Search Page Location Sets bids to help get your ad on the top of the page or first page of the search results

2 Target CPA Sets bids to help get most conversions according to the set CPA

3 Target ROAs Sets bids to help get most conversions while maintaining your target return on the ad spend

4 Target Outranking Share Sets bids to outrank another domain's ad

5 Maiximize Clicks Sets bids to get you more clicks according to your set budget

6 Enhanced CPC Adjusts your manual bid up or down to increase conversion

7 Manual CPC Set your own CPC for your ads

How to decide which Bidding Strategy to choose?

• Firstly we need to decide our goal.• Goal is mainly classified into three types as mentioned below and

depending on your goal, you need to choose your bidding strategy• If you want to generate traffic to your website-focusing on clicks

could be ideal for you. Cost-per-click (CPC) bidding may be right for your campaign.

• If you want to increase brand awareness—not drive traffic to your site—focusing on impressions may be your strategy. You can use cost per thousand viewable impressions (vCPM) bidding to put your message in front of customers.

• If you want customers to take a direct action on your site and you're using conversion tracking then it may be best to focus on conversions. Cost-per-acquisition (CPA) bidding lets you do that.

Overview of Choosing Bidding Strategies according to goals

Understanding Terms related to Advertising on Google Adwords

• Impression: No.of times an ad is viewed by the visitor or displayed once on the web page.

• CTR Formula= Clicks Impressions If a campaign ran 50,000 impressions and generates 4765 clicks, theCTR would be .09. Publishers should be very aware of what their CTR ison each placement to determine if optimizations should be made toincrease the CTR and generate more revenue • CPC Formula= Cost to Advertisers Clicks For e.g, If a campaign cost an advertiser Rs 100 and they received 32 clicks,the CPC would be Rs 3.125 (100/32 = 3.125)

• Quality Score: It is Google's rating of the quality and relevance of both your keywords and PPC ads. It is used to determine your cost per click(CPC) and multiplied by your maximum bid to determine your ad rank in the ad auction process. We exactly don’t know how google weighs your score but normally it is out of 10.More you score, the better it is.

Your Quality Score depends on multiple factors, including: Your Click through rate (CTR). The relevance of each keyword to its ad group. Landing page quality and relevance. The relevance of your ad text. How much responsive your ad is. Your historical AdWords account performance.

• Ad rank : It is the position of your PPC ad on the Search Engine Results Page(SERP)

• Actual CPC: Final amount you’re charged for a click

Lets quickly make a new campaign Log in to your google adwords account by your gmail

id and password Lets take an example of a Search Network Type

Campaign There are total 4 steps involed in it. Lets go one by

one.

Step 1:Select Campaign SettingsName a Campaign Select Standard Select from existing

campaigns

Step 1:Select Campaign SettingsChoose a location by clicking on let me choose and go to advanced search

Select the desired language

Step 1:Select Campaign SettingsEnter the location you are targeting

You can also choose Radius Targeting for targeting your nearby locations

Then finally click on done

Step 1:Select Campaign SettingsChoose your bidding strategy

You can choose your desired ad extension from here

Select your default bid and budget here

Finally click on save and continue

Step 2: Create Ad GroupsEnter the url of the landing page you want the customers to be redirected to

Enter name of the Ad group. Should be relevant to the Campaign

Enter the keywords relevant to your ad group

You will directly get the suggestion for your keywords as per mostly searched

Finally, click on continue to ads

Step 2: Create Ad GroupsEnter the final url as mentioned earlier

Enter the heading 1 and 2 you want

Then finally enter the path. It is a display URL not a destination URL

Whatever you enter, you will get a preview here.

Finally click on save ad

Step 3:Create AdsCreate one more ad for the same ad group

You will be redirected to this page. There should be atleast 2 ads for a Ad group as mentioned

Finally, you can click on save and finish

You can review your campaign here and edit if you want. After this your ad will be published and you cant make any changes (Step 4)

You can finally view your campaign now-The Campaign Name and the Ad group created

You can check your ads by clicking here

You can check your keywords by clicking here

Change your bid and make it competitive according to the estimated bid

Remember: You need to add the Est.First Page Bid column in your data..Or else you wont have it by default

Go to Columns and click on modify columns

You will land on this pageYou will land on this pageSelect here whichever columns you want to select. It will then appear on the final page as we saw.

Finall click on Apply to save your changes

You Can Simultaneously keep adding whatever you wish under your campaign by clicking on the following tabs as mentioned below, by visiting under that particular page

FOR ADS

FOR AD GROUPS

FOR KEYWORDS

Linking of Goole Adwords to Google Analytics

Advantages

Keep a track of your incoming visitors

Helps you record your results on your inputs

Helps you to link your analytics data to adwords data.

Helps you improve your ad by analysing the reports

Lets see how do we do it

• At the top of the page on the right hand side, you will get the following options-Click on linked accounts

Click on the Set up link with the account you want to link, if the account is linked already,

it will show edit

Then click on Import Site Metrics and finally click on save. That completes your procedure on

Google analytics

Now log in to your Google Analytics account. Click on your property you linked and then adwords linking and

confirm your linked account

You can also track your conversion of your ads on your desired website. Lets see how do we do it

Click on tools and then conversion actions

Then select Website

Then enter the name of the Enquiry and put all the required details and select don’t assign value and done

You can choose one week time in the conversion window option

Click on save and continue and you will get a code

You need to then put this code on the <body></body> of the website you wish to track