Google AdWords is an online advertising service where advertisers pay to display brief ads to web users. It is Google's main source of revenue. By 2007, pay-per-click programs had become the primary money makers for search engines.

1. Google AdWords

2. AdWords is an online advertising service, developed by
Google, where advertisers pay to display brief advertising
copy to web users.
AdWords is Google’s main source of revenue.
By 2007, pay-per-click programs proved to be primary
money makers for search engines.
What is Google AdWords

3. What is Google AdWords

4. What is Google AdWords

6. Google AdSense

8. Google AdSense
Google AdSense is a program run by Google that allows
publishers in the google network of content sites to serve
automatic text, image, video, or interactive media
advertisements, that are targeted to site content and
audience.
These advertisements are administered,
sorted, and maintained by Google.
AdSense is used by website owners who
wish to make money by displaying ads on their websites.

9. Google AdSense
Adsense is a platform for publishers i.e. those people that
have a website and want to show Google Ads. The system
for advertisers i.e those who want to advertise their
products or services in Google, is Google Adwords.
Currently (Feb 2015), Adsense publishers receive 68% of
the click cost and Google 32%. This means that if an
advertiser pays $1 for each click on his ads, the Adsense
publisher will get $0.68 and Google $0.32.

10. Google AdSense
Adsense works with EPC (earnings per click) and CPC (cost
per click).
Publishers will get paid for clicks on ads appearing in their
websites.
Adsense publishers get paid monthly by Google.

11. Google AdSense

12. AdWords Competitors/Alternatives

13. Bing Ads

14. Bing Ads

15. Bing Ads

16. Google AdWords

17. Google AdWords

18. Google AdWords

19. Google AdWords

20. Google AdWords

21. Google AdWords

22. Google AdWords

23. Google AdWords

24. Google AdWords

25. Google AdWords

26. Google AdWords

27. Google AdWords

28. Google AdWords

29. A user account allows or does not allow a user to connect
to a network, another computer, or other share.
Signing up/Creating an AdWords account for Google
AdWords is free.
You only pay when someone clicks your ad to visit your
website, or calls you. In other words, when your
advertising is working.
AdWords Account

30. Google AdWords

31. Google AdWords

32. AdWords Campaign

33. A campaign is a set of ad groups (ads, keywords, and bids)
that share a budget, location targeting, and other settings.
Campaigns are often used to organize categories of
products or services that you offer.
Your AdWords account can have one or many ad
campaigns running.
AdWords Campaign

34. Each campaign consists of one or more ad groups.
Settings that you can set at the campaign level include
budget, language, location, distribution for the Google
Network, and more.
You can create separate ad campaigns to run ads in
different locations or using different budgets.
AdWords Campaign

35. Campaign types include:
1. Search Network with Display Select
2. Search Network only
3. Display Network only
4. Shopping
5. Video
6. Universal App
Campaign types are centred around Google's
advertising networks: the Google Search Network,
the Google display network, and the YouTube Network.
AdWords Campaign

36. The campaign subtype determines which settings and
options are available, such as the types of ads you can
design. These options let you tailor your campaign to
match your business goals and focus on the features most
relevant to you.
Campaign subtypes include:
1. Standard
2. All features
3. Marketing objectives
AdWords Campaign

37. AdWords Campaign

38. AdWords Campaign

39. AdWords Campaign

40. AdWords Campaign

41. AdWords Campaign

42. Ad Group
An ad group 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.
For example, try separating ad groups into the different
product or service types you offer.

43. Ad Group

44. Call Only Ads
Call-only ads only appear on devices that can make phone
calls, and the ads are designed to encourage people to
call.
All clicks on these ads send potential customers to call you
from their smartphones.

45. Call Only Ads

46. Call Only Ads

47. Call Only Ads

48. Call Only Ads

49. Call only ads

50. Call only ads

51. AdWords Network

52. Google Search Partners
Google doesn’t publish an official list of search partners
and its members are shifting to other competitors on a
daily basis so any list that gets published will probably be
outdated.
There are some well known ones
like Google.com, Aol.com, Ask.com, CNN.com, About.com
, Lycos.com, nytimes.com, infospace.com, Business.com,
mozilla.org, Firefox start page, internet explorer add on
toolbar, and Google toolbar searches.

53. About.com

54. Call only ads

55. Call only ads

56. Call only ads

57. Call only ads

58. Call only ads

59. Call only ads

60. Call only ads

61. Ads Delivery Methods

62. Ads Delivery Methods

63. Call only ads

64. Bids Adjustment

65. Bid Adjustment
Bid adjustments allow you to show your ads more or less
frequently based on where, when, and how people
search. For example, sometimes a click is worth more to
you if it comes from a smartphone, at a certain time of
day, or from a specific location.

66. Bid Adjustment

67. Bid Adjustment

68. Keywords

69. Call only ads

70. Keywords
Keywords are words or phrases that are used to match
your ads with the terms people are searching for.
Selecting high quality, relevant keywords for your
advertising campaign can help you reach the customers
you want, when you want.

71. Keywords

72. Keywords

73. Keywords

74. The most expensive Keywords

76. Prohibited Keywords
Google has a variety of specific keywords that it prohibits
that vary by type and by country.
For example, use of keywords for alcohol related products
are prohibited in Thailand and Turkey, for gambling and
casinos in Poland; for abortion services in Russia and
Ukraine; and for adult related services or products
worldwide as of June 2014.

77. Keywords Matching Options

78. Keyword match types help control which searches can
trigger your ad. For example, you could use broad
match to show your ad to a wide audience or you could
use exact match to hone in on specific groups of
customers.
Keywords Matching Options

79. Keywords Matching Options

80. Keywords Matching Options

81. Keywords Matching Options

82. Keywords Matching Options

83. Keywords Matching Options

84. Keywords Matching Options

85. Negative Keywords
A type of keyword that prevents your ad from being
triggered by a certain word or phrase.
It tells Google not to show your ad to anyone who is
searching for that phrase.
For example, when you add "free" as a negative keyword
to your campaign or ad group, you tell AdWords not to
show your ad for any search containing the term "free."

86. Negative Keywords
For example, if you sell artisan coffee beans and target the
broad search term “coffee,” you might want to exclude
people searching for “coffee mugs,” “coffee machines,”
“instant coffee,” and “coffee makers.”
Shoes but not slippers
Arabic example: Car and Arabic language

87. Negative Keywords
Negative keywords are an important part of every
campaign because they help make sure that your ads
appear only to people looking for what you offer.
This added level of control can help you increase your
clickthrough rate (CTR), reduce your average cost-per-click
(CPC), and increase your ROI.

88. Snickers Case Study

89. Snickers Case Study

90. Snickers Case Study
How successful was it?
In just over two days, Snickers managed to get 558,589 ad
impressions on those misspellings. The campaign ran
successfully in the UK for three days and they feel there is
great potential to expand this type of campaign on a
larger scale.
As for the CTR? Surprisingly, it was an impressive 1.05
percent, bringing in 5,874 visitors to their specially
branded website.

91. Snickers Case Study
Part of the Snickers “You are Not You When You’re
Hungry” campaign, AMV BBDO ad agency in London
worked with Google to obtain a list of the top 500 search
terms.
Then, using an algorithm, they spun through common
misspellings of those words until they had generated a list
of 25,381 different misspellings.

92. Keyword Tool