The document provides an overview of using Google AdWords for business purposes. It covers the basics of setting up an AdWords account including setting goals, account organization, ad targeting, ad creation, keyword selection, budgeting, monitoring performance, and best practices. The key aspects are introducing what AdWords is, explaining how to start an account and campaign, optimize ads and keywords, track metrics like clicks, impressions and conversions, and continuously test and improve ad performance.

1. The Business Intelligence Partner Page 1 1
BASICS OF USING
A presentation to
BQu Team
May 2013

2. The Business Intelligence Partner Page 2
Agenda
I. Introduction
II. Getting Started with AdWords
III. Ad Targeting
IV. Ad Creation
V. Selecting Keywords
VI. Budgeting
VII. Monitoring and Evaluation
VIII. AdWords Best Practices

3. The Business Intelligence Partner
Introduction
Where does all this begin?
Clients need
more traffic
Customers are looking to acquire
various information. But they
don’t know the direct links
Ads appear on
the Right/Top
By entering
“Keywords” on the
search bar
So, they
SEARCH on
GOOGLE!

4. The Business Intelligence Partner
What are Google Ads?
Page 4
Introduction

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Introduction
 There are advertisers
 They “Bid” on the keywords like at an auction!
 The advertiser who bids for the highest amount – gets the higher position in Search
Results
 Twist – If your ad performs well, the amount you have to pay per click decreases
Where does Adwords come in?

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Introduction
 A person who is passionate about researching keywords, writing ads, measuring ongoing
success
 Willingness to incur time, resources and commitment
Basic Requirements to implement Adwords

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Main roles of Adwords?
To increase
Website Traffic
● By picking the correct keywords, we can attract “qualified prospects” to
the site (eg: rather than using generic keywords like hospitality etc., for
HTTC, we can use targeted keywords like hospitality resources to attract
students rather than simply hoteliers, travel guides etc.)
For infinite
improvement
● Discover the most effective marketing messages, the keywords worth
pursuing (The learnings we make from the campaigns can be useful to us
in improving our SEO efforts) (eg: We can get a better idea about the
relevant keywords)
For Website
Improvement
● Google’s free Website Optimizer – helps pick best version for web pages
Introduction

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Agenda
I. Introduction
II. Getting Started with Adwords
III. Ad Targeting
IV. Ad Creation
V. Selecting Keywords
VI. Budgeting
VII. Monitoring and Evaluation
VIII. Adwords Best Practices

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Getting Started
Setting Goals and Objectives
 What are we trying to accomplish/achieve through AdWords?
o More traffic?
o Optimize website?
 Good if its measureable and time-bound

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Adwords Account Organization
Getting Started

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Adwords Account Organization Example
Getting Started

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Agenda
I. Introduction
II. Getting Started with Adwords
III. Ad Targeting
IV. Ad Creation
V. Selecting Keywords
VI. Budgeting
VII. Monitoring and Evaluation
VIII. Adwords Best Practices

13. The Business Intelligence Partner
Where will the Ads show?
 Can be targeted by Network
o Search Network – Ads will only appear on Google search networks and its equivalents (eg:
google.lk, google.co.uk, google.in etc.) and in other Google partners (eg: Google
Maps, Google Groups etc.)
o Display Network – Millions of Websites that make money by allowing Google to place ads
on their sites (These ads can be TEXT, IMAGE or VIDEO ads)
 You can select which network you want to pick by the campaign settings
 DON’T PICK BOTH! – they require different strategies
Ad Targeting

14. The Business Intelligence Partner
Ad Targeting
Where will the Ads show?
 Can be targeted by geographic location
 Eg: Elephant house would only want to target Sri Lankans
 Eg: If BQu wants to advertise for a job, it would only want to target people
living in Colombo

15. The Business Intelligence Partner
Where will the Ads show?
 Can be targeted by Device
We can select whether we want to target it by
 Desktops/Laptops
 Mobile Phones (Smartphones)
 Tablets
 Default setting – Ads appear on all devices
 But you may want to edit it – some sites don’t look good on mobile
Targeting

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Agenda
I. Introduction
II. Getting Started with Adwords
III. Ad Targeting
IV. Ad Creation
V. Selecting Keywords
VI. Budgeting
VII. Monitoring and Evaluation
VIII. Adwords Best Practices

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Ad Creation
Writing an Ad
 THINK LIKE A CONSUMER!
 Who’s searching? Build customer profiles
“18-year old beach-bums!”
“Hospitality Student”
 Why’s the person searching?
Beach bums- for beach info, beach parties, beach music
Students – looking for eReports to do an assignment
 What would appeal them to click?
An incentive! - eg: 30% off on Subscription

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REMEMBER
Your Ad must comply with Google’s advertising
policies
support.google.com/adwordspolicy
Ad Creation

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Agenda
I. Introduction
II. Getting Started with Adwords
III. Ad Targeting
IV. Ad Creation
V. Selecting Keywords
VI. Budgeting
VII. Monitoring and Evaluation
VIII. Adwords Best Practices

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Keywords
Keywords
 How do you find the keyword? Use the Google Keyword
Tool
 Find the appropriate list for your business
 Select and add them to your ad group
 To prevent the ad from appearing in unwanted pages, you
can remove keywords (eg: we can remove words like
“booking” from beach ads, since we don’t allow booking)

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Agenda
I. Introduction
II. Getting Started with Adwords
III. Ad Targeting
IV. Ad Creation
V. Selecting Keywords
VI. Budgeting
VII. Monitoring and Evaluation
VIII. Adwords Best Practices

22. The Business Intelligence Partner
Budgeting
Setting a Budget
 Depends on how much we can afford to spend!
 You can set a maximum budget for each day for each campaign
 If it’s too low, it might not run!
 You can decided whether to be charged
 CPC – every time someone clicks (for Text Ads)
 CPM – for every 1000 impressions (for Image Ads)

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Agenda
I. Introduction
II. Getting Started with Adwords
III. Ad Targeting
IV. Ad Creation
V. Selecting Keywords
VI. Budgeting
VII. Monitoring and Evaluation
VIII. Adwords Best Practices

24. The Business Intelligence Partner
Measuring Success
 Easily accessible and understandable
 The no. of clicks, impressions, CTR
 How much you were charged for a click
 Conversion Tracking – Google can track when a prospect converts to a customer (eg: for
TMS, a successful conversion would be when someone downloads a whitepaper. Google can
track this and calculate the average cost per conversion.)
 For thebeach.com, a conversion is when someone buys something from thebeach Hut
following an Ad
Monitoring and Evaluating

25. The Business Intelligence Partner
Experimenting
 Use Ad variations
 New keywords
 Different bids
 Different Networks
 Devices
 Ad formats (text, image, video)
 Geographic
Monitoring and Evaluating

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Agenda
I. Introduction
II. Getting Started with Adwords
III. Ad Targeting
IV. Ad Creation
V. Selecting Keywords
VI. Budgeting
VII. Monitoring and Evaluation
VIII. Adwords Best Practices

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Adwords Best Practices
Always test ad variations and see which ads perform better
Best Practices

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Adwords Best Practices
Put the correct landing page for the ad- don’t direct everybody to the homepage.
Best Practices

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Adwords Best Practices
Track Conversions
Best Practices

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Adwords Best Practices
 Keeping Ad Groups Tightly Focussed
 Select only the targeted set of keywords for each ad –
 Add negative keywords -it will
reduce your spend because you won’t attract unwanted/unproductive people to the
site
Significantly improve your conversion rate
Best Practices

31. The Business Intelligence Partner
Measuring Success
 Bid High Enough
 Adjust bid based on results
on ROI
Best Practices