Google Adwords Introduction PPT
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Transcript of Google Adwords Introduction PPT
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