Google Adwords Platform Overview

1. Google Adwords Platform

2. Agenda
Paid Search Campaign Process

3. ■
What is Google Adwords?
Search Query - Keyword
Advertiser’s
Ads
When people search on Google using one of campaign keywords targeted or added by advertiser,
ad may appear next to the search results.

4. Search Importance

5. Adwords Campaign Structure
1.
2.
3.
4.
Campaign
AdGroups (Themes / Categories)
Keywords (Search Queries)
AdTexts (Ad Copies)

6. Adwords System Overview

7. Campaign Formats
1. Keyword Targeted Campaigns
-
Runs on Google Search & Search Network and Content
Network
2. Placement Targeted Campaigns
-
Runs only on Content Network and on the sites selected by
Advertiser

8. Google Ad Distribution Network
Other
20%
network
The Google Network reaches
over 80% of Internet Users
worldwide*
80%
Google Properties:
Search Network:
* Source: comScore Media Metrix (September, 2004)
Content Network:

9. Keyword Advertising
■
Targeted (Keywords) Reach
■
Better ROI than untargeted medium

10. Selecting Keywords
Select keywords by keeping objective in Mind.
3 phases of Buying Cycle:
Research /
Awareness / Branding
- Product / Business / Services
specific Keywords
- Audience Specific keywords
- Competition Keywords
- Reviews / Rating / Free
keywords
Engagement /
Consideration
- Product / Business / Services
specific Keywords
- Competition Keywords
- Reviews / Ratings / Free
Keywords
Purchase / Leads /
Subscription
- Focused Product Specific
Keywords
- Few highly competitive
keywords

11. Selecting Keywords – Important Points
1.
2.
3.
4.
5.
Include Product names, brand names, model numbers and codes
Use Google Keyword Selection tool to analyze search volumes
Include Misspellings, hyphenated, synonyms, brand urls and
competition urls
Research competition site
Use third party tools (if target market is outside India)

12. Keyword Matching
Google Adwords provides 3 options for “Keywords” to serve the ads on Google
Search & Search Network : •
Broad Match – This is a default option. If ad group contained the keyword Flight Tickets Online,
ad would be eligible to appear when a user's search query contained tickets and flight. For
example, ad might show on air tickets and Air India Flights.
•
Phrase Match - If advertiser enter keyword in quotation marks, as in “Air Tickets" ad would be
eligible to appear when a user searches on the phrase Air Tickets, in this order, and possibly with
other terms before or after the phrase. For example, ad could appear for the query cheap air
tickets but not for air plane tickets.
•
Exact Match – In this option, advertiser should ad keywords in brackets – [air tickets] then ad
would be eligible to appear when a user searches for the specific phrase air tickets without any
other word in the query. This match is highly beneficial at the Purchase level of buying cycle.
•
Negative Match - If keyword is flight tickets and you add the negative keyword –air deccan, your
ad will not appear when a user searches on air deccan flight tickets. Negative keywords are
especially useful if account contains lots of broad-matched keywords.

13. Writing AdText
Note: ■
Display URL must match with landing page URL in the ad as per the new Google policy on landing
page and display URL.
EXAMPLE: - If landing page URL is www.google.com then it should be same in display URL, we
cannot use URLs like www.google.co.uk or www.gogle.com

14. AdTexts – Important Points
1.
Title should contain important keywords
2.
Description line should contain the keyword once
3.
Highlight benefits and features in the 1st line of description
4.
Highlight price in the title (helps to increase CTR & attraction)
5.
Differentiate from Competition
6.
Relevancy with Landing page
7.
Highlight Brand (to promote brand and generate awareness)

15. Adwords Ad Formats
Text Ad
Banner (Image) Ad
Gadget Ad
Video Ad
Mobile Ad
- Currently Local business ads are available in the US only.

16. Landing Page – Important Points
1.
Should be design by keeping overall campaign in mind
2.
Relevancy between Ad and Landing page
3.
Should be easily navigate
4.
To generate leads, landing page should contain a small form with basic
information
5.
Less load time
6.
Avoid Pop-ups

17. Bidding – Important Points
Higher bids for higher positions, high CTR and for high Quality Score
Quality Score: “A score that is calculated by measuring an keyword’s click through rate (CTR),
relevance of the landing page & ad text, historical keyword performance and other
relevancy factors.”
Good or Higher Quality Score helps to reduce CPC (High QS, pay less) and to
get higher positions.
Click Through Rate (CTR): “The average number of click-through per hundred ad impressions, expressed as
a percentage.”
CTR Formula: (Clicks/Impressions)X100

18. Google Search Network
Search Query
“air tickets”
Adwords Ads

19. Google Content Network
Adwords ads on Google content network.

20. Search Benefits
•
Targeted reach & timings
- Reach users who all are searching for your product/business/services.
- Help you to target new audiences on Google search network and content
Network.
- Reach your audience at the right time, with the right message
•
Greater Control / Flexibility
- Flexibility to change Budget, bids and ads whenever you want.
- Target multiple locations and languages
- No minimum spending required
- Time Scheduling
•
Cost
- With Cost-per-click payment option, advertiser is only charged if people click
on the ad.
- Low costs (compared to all other mediums) for high ROI

21. What can we do for you?
•
Planning
– Help in SEM Plans
– SEM Budgets
– CPCs
•
Research
– Competition Research
– Search Volumes Research
– Opportunities
•
SEM Activities
– Campaign Creations
• To explore important keywords and sites

22. Search Case Studies

23. Reliance Money

29. Makemytrip.com – Case Study
Challenge:
Drive traffic to the website, increase customer acquisition & conversions and
expand into new markets, within a reasonable budget.
Solutions & Results:
Google Adwords helped the company in allowing complete control in reaching
the right target audience. Consequently, company has seen an increase in revenues
from both US and India businesses.
By using Adwords, MMT was able to sharply focus its target segments a critical
factor in increasing their business in the us markets. For example, it is possible to
target Indians by city, by month of travel and by choice of airline.
This results in greater ROI for the company. Adwords contributes to over 8%
phone calls, 15% traffic on the website, as well as increased lead generation.
Google Adwords is amongst the top three publishers, and, delivers the lowest CPC.

30. Thank you !