2. AdWords Setup
• Introduction to AdWords
• Signing Up for AdWords
• Creating Campaigns
• Choosing Keywords
• Creating Great Ads
• Measuring Results

3. Introduction to AdWords

4. What is Google AdWords?
AdWords is Google‟s online advertising program
• Advertisers select keywords; ads appear next
to the search results on Google.com
• Ads can also show on hundreds of thousands
of other websites
• AdWords is a live auction for keywords

5. Where do my ads appear?

6. Google‟s Search Partners

7. Google Display Network

8. Signing Up for AdWords

9. Quick and Easy Signup

10. Setup your Account
• Set your time zone and currency
• These cannot be changed after you create your account!

11. Automatic Payments – Billed each time
you accrue your billing threshold
Manual Payements – Prepay and funds
are subtract from account

12. Account Preferences
• My Account > Preferences
• Change Auto-Tagging to “Yes”
• Link Google Analytics Account
• Connect Google Analytics to
AdWords

13. Creating Campaigns

14. Types of Campaigns
• Search Network
• Search Partners
• Product Listing Ads
• Display Network
• Remarketing
• Image Ads
• Text Ads
Suggested Campaigns
• My Company • Content Text Ads
• Competitors • Search Network
• Display Network • PLA (Product Listing Ads)
• Remarketing

15. Setting Up Campaigns
Search Partners
Mobile Devices

16. Splitting Up Devices
Allows you to target only computers, mobile phones, or tablets.
• Always split campaigns into mobile and computer when possible
• Segment as precisely as:
• Operating System (iOS 5)
• Device Model (iPad 2)
• Carriers and Wi-Fi (AT&T Only)

17. Location Targeting
Target only relevant areas based on:
• Searching Locations including county, country, city, state
• Targeting a radius around a given area
• Excluding locations you would like to avoid

18. Bids, Budgets, and More
• Choose Manual or
Automatic Bidding
• Set default bid for future
keywords
• Set daily budget for this
campaign
Choose Delivery Method:
Standard: Ads Distributed
Evenly
Accelerated: Ads Distributed
until budget is reached

19. Ad Scheduling
• Choose days and hours where ads should run
• Turn off ads during non-business days and hours
• Adjust bids to increase or decrease during peak hours

20. Creating Ad Groups
For search campaigns:
• Create ad groups based on groups of keywords
• ie. For a “Shoes” campaign you may have ad groups called:
• Men‟s Shoes
• Women‟s Shoes
• Buy Shoes
• Shoes Online
• All search campaigns need a default bid for keywords, a list of
keywords, and at least one ad to run
• Group keywords by common themes and create relevant ads

21. Typical AdWords Account Structure
AdWords Account
Unique email address & password
Billing information
Campaign Campaign
Daily budget Daily budget
Location/language targeting Location/language targeting
Distribution preference Distribution preference
End date End date
Ad Group Ad Group Ad Group Ad Group Ad Group Ad Group
Keywords Keywords Keywords Keywords Keywords Keywords
Ads Ads Ads Ads Ads Ads

22. Poorly Setup Structure
AdWords Account
“Furniture” Campaign
Furniture Ad Group
The Best Furniture
Great Selection, Made in USA
Free Shipping, 5 Year Warranty.
PlantationDesign.com
leather sectional leather loveseat leather chair
rugs patio furniture leather sofa
dining room table table lamp coffee table
kitchen table floor lamp end table
brass bed kids furniture lamp
leather headboard living room furniture ottoman
dresser bedroom furniture dining room table
leather couch desk media console

23. The Right Way to Structure Your Account
AdWords Account
“Furniture” Campaign
“Leather Sectionals” “Leather Loveseats” “Leather Chairs”
Ad Group Ad Group Ad Group
Leather Sectionals Leather Loveseats Leather Chairs
Leather Sectionals Made in USA Free Delivery When You Buy Before Handcrafted Leather Chairs
From $1,999 With 5 Year Warranty Christmas. Order Yours Today! Make a Statement. View Catalog!
plantationdesign.com/sectionals plantationdesign.com/loveseat plantationdesign.com/chairs
buy leather sectional suite buy leather love seats buy handmade leather chair
buy leather sectional suites buy leather loveseats buy handmade leather chairs
leather sectional suites buy leather love seat handmade leather chairs
leather sectional suite buy leather loveseat handmade leather chair
buy leather sectional leather loveseats buy leather chairs
buy leather sectional leather love seats buy leather chair
leather sectional leather love seat leather chair
leather sectionals leather loveseat leather chairs

24. How to Choose the
Right Keywords

25. Building Your Keyword List
• Brainstorm Business
• Review Your Website
• Think Like a Customer
• Focus on Your Unique Selling Points
• Include Plural and Singular Versions
• Include Spelling Mistakes & Variations
• Include Product Numbers & Codes

26. The Google Keyword Tool
https://adwords.google.com/select/KeywordToolExternal

27. Get Creative Looking For Keywords
• Instant Search On
• Related Searches

28. The Goldilocks Principle
vacation florida vacation rental 3 br vacation rental grayton beach
tax tax preparation nashville tax preparation service nolensville rd
store dvd storage faux leather storage for dvd box sets
bags handmade leather bags handmade black croc leather handbags
accounting cheap accounting software accounting software for petsitting biz
Too General Just Right Too Specific

29. Example keyword „vacation‟ -- your ad might show
for:
vacation rental The go-go‟s vacation
vacation deals disney vacation club
vacation ideas pictures from our vacation by
lynne rae perkins
vacations for kids
vacation auctions
vacations for singles
vacation accrual policy
vacations for veterans
Vacation agent magazine
National lampoon‟s European vacation
vacation air conditioning
permanent vacation lyrics
vacation anxiety
General keywords = low clickthrough-rate = low Quality Score

30. Keyword Match Types
How keyword
The ad will The ad will show when
Match Type appears in
show when: a searcher types:
AdWords:
Any word combination
Caribbean Cruise Ships
related to part of or all of
Broad Caribbean Cruise
the keyword or related
Tropical Cruise
terms in any order
Words related to every Caribbean holiday Cruises
+Broad +Modifier +Caribbean +Cruise word with a + sign in front Cruise holiday in Caribbean
of it in any order Cruise in Carribean
Keywords are typed in the
Cheap Caribbean Cruise
exact order specified. Can
“Phrase” “Caribbean Cruise”
have other words before
Caribbean Cruise deals
Luxury Caribbean Cruise
and/or after.
Keywords must be only &
[Exact] [Caribbean Cruise] exactly what the user Caribbean Cruise
types in
Ads will not appear when Add will not show if
-Negative - Tom this search term is entered someone types:
in the query Tom Cruise

31. How to Make Great Ads

32. Ad Text Specifications
Ad title
(25 characters max,
including spaces)
Two description lines
(35 characters max each,
including spaces)
Display URL
(35 characters max,
including spaces)
Destination URL
(1024 characters max,
including spaces)

33. Bad AdWords Ads:
Vague, Irrelevant, Unclear Ads
Ask yourself just 3 questions to help you write great ads!

34. What Sets Your Business Apart?
Why would someone choose your business over a
competitor?
Examples:
“We only sell products made in the USA” “We won an award in 2009”
“We have a money back guarantee” “All our products are custom made”
“We have 30 years experience” “We always show up on time”
“Free shipping if you buy two” “We‟re open 7 days a week”
“We have lower prices”
“We offer free quotes”
This helps you
“We‟re having a sale” write useful ads

35. Can You Describe Your Products or Services?
Describe specific or technical details of your
products or services.
Examples:
“Made from recycled materials” “Evening classes available”
“Battery lasts up to 8 hours” “18 day all-inclusive tour”
“From $16 per square foot” “10 Nashville locations”
“Suitable for diabetics” “24/7 onsite support”
“Dishwasher safe” “On time or it‟s free”
“Collectors item” “First class is free”
“Sizes 8-16” “HIPPA compliant”

36. What is your call to action?
After someone clicks on your ad and visits your
website, what is it you want them to do next?
Examples:
“Call us to request a free quote” “Learn more about osteoporosis”
“Browse through all of our toys” “Order a copy of our brochure”
“Book your rental home online” “Call us and order a pizza”
“Download a 30-day free trial” “Request a call back”
“Sign up for our mailing list”
This helps you
write a call to
action

37. Setting Up Tracking

38. Conversion Tracking
Conversions (1-per-click): This type of conversion means somebody clicked
on your ad and completed a desired action on your website within a given
time period (usually 30 days).
View-Through Conversions: This type of conversion means somebody viewed
a banner ad on the web but DID NOT click on it, and then went to your site and
completed a desired action within a given time period.

39. Setting Up Conversion Tracking
Under Tools & Analysis > Conversions
• Create a New Conversion
• Name Conversion (ie. Sale)
• Choose page security level (usually
HTTPS for ecommerce stores)

40. Installing the Code
Copy and paste the
generated code onto a
unique page that users can
only reach after completing
the desired action:
• Thank You Page
• Order Confirmation
• Receipt
• Registration Confirmation

41. Sign Up Now!
adwords.google.com

42. Online Marketing Company
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718-569-1020 x420