TRAINERS MANUAL

Google Adwords

GOOGLE ADWORDS
OVERVIEW

SEM - Search
Engine
Marketing

SEO - Search
Engine
Optimisation

Google

Organic Traffic

InOrganic Traffic

62 %

11 %

SEM - Search
Engine
Marketing

InOrganic Traffic

There are maximum 19 advertisements

that are displayed on Googles Homepage
3 on Top

16 on RHS

8 Image adsUp to 8 Text ads

Image ads are only
meant for e-commerce
websites
PS : Google has discontinued the bottom advertisements now

PPC ADVERTISING
Advertisements on Google were called
PPC advertisements because you get
charged only when a person clicks your
advertisement.

PPC - Pay
Per Click

Adwords

Search

Display

SERP - Search Engine

Results Page

GDN - Google
Display Network

85% of worlds Internet Population

PS : Search does not cover 100% market. Google has a Display Network with more
than 3 million websites registered with them

UNDERSTANDING
ADWORDS ACCOUNT
STRUCTURE

Campaign
(Settings)

AdGroup 1

Ad 1

Ad 2

Ad 3

AdGroup 2

Ad 1

Ad 2

Ad 3

o avoid confusion different products, Google Created different adgroups which is synonymo

10

Campaign
(Settings)

Shoes online

Ads related to shoes

Keywords and ad
copies

Red sports shoes

Ads related to handbags

Keywords and ad
copies

11

TERMINOLOGY IN ADWORDS

Bid - Bid is the maximum amount you are willing to pay for
one click on your advert
CTR - Click through rate, no. of times (your ad is clicked)/
(your ad is shown)
Budget - The maximum amount of money that you are willing
to spend on your campaign per day
Quality Score - The quality score defines how relevant is our
content and context of the advertisement

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UNDERSTANDING
ADWORDS ALGORITHM

12

Ranking based on Bidding

P#1

Advertisement

Bid

Budget

Position

Ram

500

Shyam

10

1000

P# Parameter

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Ranking based on CTR

P#2

P#1 P#3

Bid

Budg Impressio Clicks CTR =

et
ns (I)
(C)
C/I

Position

Ram

500

500

50

10%

Shyam

10

1000 500

10

2%

Advertise
ment

15

Ranking based on Quality Score

P#2

P#1 P#3

P#4

Advertis
Bid
ement

Googl
e
Qualit
Budg Impressions Clicks CTR =
Positi
Reven y
et
(I)
(C)
C/I
on
ue = Score
GR

Ram

500 500

50

10% 250 8

Shyam 10

100
500
0

20

4%

200 5

Gaurav 20

200
500
0

15

3%

300 4.5

GR = Bid *
Clicks

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QUALITY SCORE

If we are advertising for shoes, then the content

on landing page should be related to shoes.
They check all the parameters and based on
that a Quality score is provided to you (From 1
to 10)
Parameters Your Advertisments, Your Landing
Page, Experience of the landing page, Loading
Time, Conversion Rate

content and context of the ad and the landing page needs to be in

anding page experience and ad formats also add to the quality s

Quality score fluctuates, it is not

permanent.
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SETTING UP ADWORDS

Visit www.adwords.com
or
www.google.com/adwords
Step 1

Step 2

Sign in with your

Google account from
the option displayed
on top right hand side

CREATING SEARCH
CAMPAIGNS

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Step - 1

To start with select the search network only

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Step 2 - Creating an Ad Group

Until august 2013 we had an option to target on devices

but now its discontinued. There is no alternative, one has
to have a responsive website

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Step 2 - Creating an Ad Group (Continued)

Target according to the need of the business, we can target countries,

states, cities, places and also we have an option to do radial targeting

21

Radius Targeting

Radius targeting is a beautiful tool to target for local shops

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Step 2 - Creating an Ad Group (Continued)

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BID STRATEGY
Manual Bidding

Auto Bidding

Liberty to change the

individual bidding of
keywords according to
performance of the
keyword

This is the maximum

bid that i would pay for
the entire ad campaign

Go for manual bidding only if you have time - at least 15-30 mins per campa

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Advance Bidding Options

Targeting via CPA - Cost per Acquisition

Conversion Tracking?
25

Conversion Tracking?
A conversion is when someone completes a desired
action like a sign up, a purchase, or an event
registration.

You can set conversion tracking via setting the objective

as shown above
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CPA
Cost Per Acquisition is a method of advertising whereby
the advertiser only pays when an advert delivers an
acquisition.

Advert

Clicks

Conversi
CPC
on

Ram

2000

100

10

CPA
200

CPA = (CPC * Clicks)/ Conversions

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CPA Bidding means that my CPA is Rs 200 as shown

in the previous slide but the ideal amount for an
acquisition is Rs 180 for my business.
Now based on this information Google will try to
optimise your conversion to Rs 180
PS : Using CPA bidding does not mean that you will not pay for clicks, it means that
Google anna please try and optimise my acquisition cost to the mentioned amount

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FLEXIBLE BID
STRATEGY
This is a mix of automated bidding and manual
bidding - you can make best use of this by using
automated bidding initially and then maintaining
customisation and control

Day - 2

29

Ad Extensions -

The extra links which you encounter on Google

ads other than the normal ads are known as Ad
Extensions

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Types of Ad Extensions -

3 Types
Locations | SiteLinks | Call

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Locations

You can use this to add a business office address in

the advertisement - Adding a location adds a pinch
of authenticity to your advertisement
PS : To use this feature you should have your google places account

32

Sitelinks

Apart from landing page, you can add more links

under the advert to promote other deep links
For example : After promoting a restaurant, if you want an extra link
to promote the lunch ordering on a specified time. You can use this
tool - its really a utility tweak

33

Call
Along with your
ad, you can ad a
phone-number, so
whenever they see
an add on their
mobile devices
then they would
be able to click it
and directly call
you

34

Getting keywords via Landing Page

You can also add

your keyword set
manually

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Ad Snacks!

PS :
-Use your page keyword in headline and first line
description to increase relevancy and hence the Quality
score
-Domain name should be same in both Destination and
Display URL
-End the first description line with a full stop, it increases
your chances of landing into Googles first page (thats a
tweak)
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FOOD FOR THOUGHT

A good CTR for a search campaign is
considered to be 2%
Dont add too many keywords in one ad
group
If your quality score is good then your ad
position would be good, make sure you
maintain relevancy
Est. first page bid tells you the amount you
should bid in order to be eligible to appear on
front page

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CONVERSION
TRACKING
My ad
Landing
Page

Thank
You Page
<body>
Paste
code here
</body>
The page which come
after you make a
payment or the thank
you page of a sign up

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All Conversions
All the conversions
includes multiple
conversions by same
users as well

Unique Conversions
It only consists of
unique conversions, if a
person performs a
conversion twice then
he would be counted as
1

The requirement of an e-commerce venture would be multiple

conversion tracking v/s a sign up event which would require Unique
conversion tracking, its all contextual

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View through conversion window

View through conversion window means that the tracking of
an event or conversion would be tracked over a period of
time - it would be tracked.
For example if a consumer encounters your ad today but
does not clicks it, he sleeps over it but next day he comes
from some other source or via directly entering the URL, it
would be counted as a conversion via the advert
PS: Google tracks this phenomenon via
cookies in browsers

40

Tips for improving CTR

Ad keywords should be included in heading and the ad

body - This gives high relevancy to the advert
Maintaining high relevancy of the keyword with the
advertisement
High relevancy with the landing page (Destination URL)
and advertisement
Optimising our landing page according to our ad
campaign
Increase keyword density
Optimise URL and title of page
Optimise meta description and Meta Tag
Improve the loading time of your landing page (Ideal 35 sec)

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Tips for improving CTR (Continued)

By having call to action in the body of the ad (Call to

Action - CTA is ad copy that compels users to click on
your advertisement)
Using display URL to your benefit
Link extension is another way to increase CTR
By having multiple ads for a single keyword

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Types of Keywords
Broad Match | Phrase Match | Exact Match

Keyword - Buy handbags

Keyword - Buy handbags
Keyword - Buy handbags
i) buy handbags
i) buy handbags
ii) buy cheap handbags ii) buy cheap handbags
iii)buy handbags onlineiii)buy handbags online
If the sequence is
All keywords
same it would be
consisting buy
considered as a
handbags would
phrase match but
be included as it is
if it is disturbed
a broad match
like in ii) keyword
it would not be
considered

Day - 3

i) buy handbags
ii) buy cheap handbags
iii)buy handbags online
As the name
suggests it would
be considered a
exact match if it is
the same keyword

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Types of Keywords (Continued)

Keyword - Buy handbags

Keyword - + Buy handbags
= purchase handbags
= get handbags

- means negative
keywords, your ads
+ means synonyms in keywords hubwould not be shown on
these keywords

44

Optimising the campaign

here are four ways to optimise a campaign

i)
ii)
iii)
iv)

Campaign level
Campaign Stats
Quality Score
Negative Keywords

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Campaign Level
Categorise
Create
similar
advertisements for
keywords
every keyword in
under one
ad-group
pool/ad-group
So for
an ad-group of 10 keywords, you should
make almost 10-15 advertisements with all
permutations and combinations possible
Make sure the experience of your Landing Page is
good!

Easily Navigable
Fast Load Time
Clear Copy
Clear CTA
Optimised Sales Funnel
Recommended Options if valid

46

Campaign Stats

e sure you ad these three metrics while customising the colu

i) Decrease the bid of the keywords which are performing

really well
ii) Pause the keyword which is not performing

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Quality Score

The third way to optimise the Quality score as

mentioned in the previous slides

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Negative Keywords
Eliminate the negative keywords which does have a
buy intent
Search for the keywords that in broad match may
be displaying your advertisements & are not
relevant and pause/remove them
Click here to delve
deeper into
keywords insights

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DISPLAY CAMPAIGN

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Difference between Search & Display Campaign

Search

Display

Targeting

Keywords

Keywords, Placement,
Topics, Interests, Age
and Gender

Ad Format

Text

Bid
Placement

Text, Banner and Rich Media

CPC, CPA, Flexible bidCPC, CPA, Flexible bid, CPM

SERP & Google
Search Partners

Display Network

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Creating a
Display
Campaign

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In display campaign, one has the flexibility of selecting the

devices, versions of operating system, Device models,
telecom carriers etc.
You can get really niche with your segmentation and
targeting here.
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Bidding

CPM - Cost per mile is an extra option while we bid for

Display Campaigns.
This metric is mostly used when your objective is branding.
You pay on 1000 views/ advert.
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Viewable CPM
Many at times the user quits the page before it is loaded
completely or without viewing the entire page- earlier that
was considered as an impression but now via Viewable
CPM - You pay only when a visitor actually views a page
So with this metric you do not pay on clicks but you pay on
views, you can also use this metric if your CTR is high.

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Scheduling

You can schedule your advertisements as per the

requirements/purpose of the campaign
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Ad Rotation

The key is to select the metric which helps us to attain the

desired objective of advertising, so this remains contextual
to the business and objective.
Chose accordingly!
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Frequency Capping

This means that we can restrict the number of times the

same ad is shown to the same person - we can keep it 2
times per day or 10 times per week.
This will ensure that multiple ads are shown to the target
audience for better results.

58

TARGETING IN DISPLAY
CAMPAIGNS

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Keywords
This targeting option is similar to the one in the search
campaign.
Here the only difference is instead of targeting keywords,
you target webpages.
So the webpages having the mentioned keywords and are a
part of GDN would be showing these advertisements.

60

Topics

This works by the topic of the discussion on the webpage,

this is a better targeting option as topics/headlines are the
soul of a webpage

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Interests

Google has a huge database which they have built and

segregated based on the usage of internet by these people
- a wonderful segmenting option
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There are 2 basic categories in Interests

Affinity Audiences
This category helps us
to brand a
product/service and
reach out to more
people

In Market audiences
This category listing
entails details of the
customers who has a
probability of buying
your product/service

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Placement

With this targeting

option you can
manually place the
adverts on websites of
high traffic and
relevance

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Demographics

Ag
e

Gende
r

You can target the user based on their age

and Gender
PS : Google knows the demographics details of only 30% of the
existent data they have, hence if you do not select others option you can lose upon 70% of potential customers

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CREATING A BANNER AD
Manual | Google Scan | Ad Builder Tool

66

Manual and Google

Scan

Manu
al
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Ad builder tool

In this Google has

provided predefined
templates which can be
used to make
advertisements
instantly.

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ReMarketing
If a person clicks on your advert and landed on your
landing page but he did not complete the
purchase/signup/subscription then you can remarket the
product to him.
Now whichever website that user browses, the
advertisement of the same product which he checked or
the one you want to market will be shown to him provided
that website which he is browsing is a part of Google
Display Network

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ReMarketing
(Continued)

Step 1

Step 2

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Setting up ReMarketing

Enter your email id and you will receive

a code - paste that code in every
webpage of your website
Thats it!
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Optimising the Display campaign

here are four ways to optimise a campaign

i) Campaign Stats - CTR and Conversions

ii) Live Stats

PS : keep a regular check on your campaigns to

get better results

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THANK
YOU
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