Google AdWords

Presented by Mohammed Azharuddin

Digital Marketing Trainer

What is Paid Marketing ?

• A Paid Marketing Strategy to generate traffic from Search Engines, Websites and Mobile Apps.

Direct Marketing

Branding Campaign

Paid Ads

Direct Marketing

• An advertiser uses a strategy with a goal of generating a lead from the Ads.

• Major Target Sources

– Paid Search [Pay Per Click Ads]

– Shopping Ads

Branding Campaign

• An advertiser create a strategy to increase the brand exposure and awareness.

• Major Target Sources

– Display Ads

– Mobile Apps

– YouTube Ads

Advertising Networks

• Google Adwords

• Bing Ads

Google Annual Revenue

$31.22

$37.42

$45.09

0

5

10

15

20

25

30

35

40

45

50

2012 2013 2014

In Billions

Info Graphics

• Big Advertisers

• Expensive Keywords

Google AdWords

• Create Account in AdWords

– Time Zone and Currency cannot be changed

– Setup Fee = Rs 250

Google Double Serving Policy

– One Advertiser must have only one active account

for a website.

– In case of Account violates any terms, It will be

banned.

AdWords Account Structure

Account

Campaign

AdGroup

Keywords Ads

AdGroup

Keywords Ads

10,000

20,000

4,000 300

Example Structure

Account

Search Campaign

Digital Marketing

Keywords Ads

SEO

Keywords Ads

AdWords

Keywords Ads

Create Campaign

• Pay Per Click Campaign

– Type of Campaign

– Network

– Location and Language

– Bidding

– Budget

– Advanced Settings

Create a AdGroup

• Create a Ad

• Create Keywords

Keyword Match Types

• Match types is used by AdWords to match

advertiser keyword with user query.

• Types of Match Types

– Broad Match

– Phrase Match

– Exact Match

– Broad Match Modifier

– Negative Match

Broad Match

• With broad match, Ad will show if any of the

conditions are matched

– Any Word Match in any Order

– Misspelling

– Close Variation

– Singular / Plural

– Related Terms

Example

Keyword User Query Ad Show

Mens Shoes Buy Men Shoes

Buy Women Shoe

Shoes Online

Mens shoe picture

Mens sandals

Phrase Match “ ”

• With phrase match the ad will show if following

conditions are matched.

– The query must has same order as keyword

– Any word can be added before or after

– Misspelling

– Close Variation

– Singular / Plural

Example

Keyword User Query Ad Show

“Mens Shoes” Buy Men Shoes

Buy Women Shoe

Shoes Online

Mens shoe picture

Mens sandals

Exact Match [ ]

• With exact match, Ad will show if any of the

conditions are matched

– Query must match exactly with keyword

– Misspelling

– Close Variation

– Singular / Plural

Example

Keyword User Query Ad Show

[ Mens Shoes ] Buy Men Shoes

Buy Women Shoe

Shoes Online

Mens shoe picture

Mens sandals

Broad Match Modifier +

• With broad match modifier, Ad will show if any of

the conditions are matched

– All words must be in query

– Words can be in any order

– Misspelling

– Close Variation

– Singular / Plural

Example

Keyword User Query Ad Show

+Mens +Shoes Buy Men Shoes

Buy Women Shoe

Shoes Online

Mens shoe picture

Mens sandals

Negative Match -

• The ad wont show when the negative match is found in the user query.

• Negative keywords are defined based on business.

• Example

- free

Cheap

Thankyou

• To Do Task

– Create your own Adwords Account

– Create a Campaign for Florists Company

– In this campaign add 5 AdGroups related to the florists

– In each AdGroup add atleast 10 keyword

– Create one ad for each AdGroup