Google Adwords explained in this presentation in easy simple language.

1. Saloni Jain

2. Definition
SEM or Paid Search is paid listings - include both SEO and SEM -
also called PPC - pay per click / call ( a model of internet marketing)
Major Platforms to measure them :
• Google: AdWords
• Bing Ads
• Yahoo: Search Ads
Adwords is a PPC platform - advertisers pay a fee each time one of
their ads is clicked - buying visits to your site rather than attracting
organic reach.

3. The actual formula for cost per click in AdWords is:
So, CPC will always be less than or equal to your
maximum bid, as it is an average of bids against a
series of competitors over a period of time
So Our CPC is heavily
influenced by both you
and your closest
competitor's ad
rank, maximum bid,
and Quality Score.

6. Importance
Adwords helps determine the financial success of your paid search
campaigns, and how much AdWords will cost for you.
Your return on investment, whether you're over- or underpaying for
each action, will be determined by how much you are paying for
clicks, and by what kind of quality you are getting for that
investment.
: in terms of both cost and value. You want to identify and target
clicks that are both inexpensive and valuable.
i.e. Low CPC and High value

7. KEY TERMS
CALL-TO-ACTION (CTA)
A Call-to-Action (CTA) is a “call” that prompts an “action.”
.
CLICK-THROUGH RATE (CTR)
Click-Through Rate (CTR) is a percentage based on the number of people who have
clicked on an ad (aka Clicks) divided by the number of people who have viewed an ad
(aka Impressions). So, (Clicks/Impressions) * 100 = CTR
CONVERSION
A conversion occurs when a user (customer) carries out an event that is considered a
business goal.
COST PER CLICK (CPC)
Cost Per Click (CPC) is the price an advertiser pays for each click that occurs in your
Pay Per Click (PPC) campaigns.
GEO-TARGETING
Targeting users based on their geographical location. This can be done based on
continent, country, province/state, city or postal code/zip code.

8. Organization
gives your
account a solid
framework,
making it easier
to determine
which of your
ads, campaigns,
and keywords are
working, and
which aren’t, so
you can alter or
add campaigns
as necessary.
Ad groups let you segment your campaigns into multiple parts
to achieve even greater focus and simplicity. Just like
campaigns, each ad group should have one common theme

9. Step 1: Create Your Headline
Step 2:Develop your description text.
Step 3: Designate display and destination URLs.

10. How to get low CPC and
high value
1. Raise Your Quality Score - Google gives
discounts to well-managed PPC campaigns with
high Quality Scores = 6 or higher (the average
score today is 5) are granted a 16-50% decrease in
CPC, whereas accounts with a 4 or lower Quality
Score see a 25-400% increase in CPC!
Since low CPC = PPC success because it
ultimately translates into your cost per
conversion.

11. Boost your chances of getting discount :
• Increase click-through rates (CTR) by creating
compelling, relevant ads.
• Build out closely related ad groups.
• Optimize ad text and landing pages that speak to
individual search intent.

12. 2. Expand Your Reach:
• discovering new, relevant and valuable clicks,
the distribution of your budget will be improved -
find new PPC keywords and search advertising
opportunities
• simultaneously
eliminate irrelevant
or overpriced clicks
from your
campaigns.

13. 3. Refine Your Reach:
Continually designating negative keywords - control your average
CPC by filtering out traffic from searchers that are highly unlikely
to convert
When you target only keywords that perform well:
Your spend is protected - Negative keywords tell your PPC
campaigns which terms not to target, therefore reserving your
budget for relevant terms only.
Your Quality Score improves - If your keywords are clearly
related to your ad text, landing pages, and offering, your click-
through rate and other Quality Score factors will be positively
affected.

14. Keyword Match
MATCH TYPE.
-(+) = term have to be there in search= broader reach =
broad modifier.
-(“)= phrase match= exact phrase b4 n after can be
anything.
-([ ])= exact match

21. Thank You !