Introduction to Google Adwords by Sebastian Behar.

1. Introduction to Google Adwords
by Sebastian Behar

3. SEM - PPC
SEO

4. 81% OF SHOPPERS
RESEARCH
ONLINE BEFORE
BUYING
Adweek, 2014

5. “IF PEOPLE ARE
SEARCHING MY BRAND
NAME AND I SHOW UP
FIRST IN NATURAL
SEARCH, WHY SHOULD I
EVEN USE PAID
SEARCH?”
COMMON QUESTION

6. IF SOMEONE SEARCHES
FOR “HOME DEPOT BBQ
GRILLS”, ANOTHER BRAND
CAN PLACE AN AD JUST BY
TARGETING THE KEYWORD
“BBQ GRILLS”.
ANSWER #1

7. JUST BECAUSE YOU’RE
RANKED FIRST IN ORGANIC
SEARCH, DO NOT ASSUME
THAT MEANS YOU’RE THE
FIRST LINK ON THE PAGE.
ANSWER #2

8. YOUR COMPETITOR CAN BID
ON YOUR BRAND’S NAME.
ANSWER #3

13. SEARCH
NETWORK
VIDEO
ADVERTISING
REMARKETING
DISPLAY
NETWORK
GOOGLE ADVERTISING ECOSYSTEM
SHOPPING
ADVERTISING

14. GOOGLE ADVERTISING ECOSYSTEM
SEARCH
NETWORK
VIDEO
ADVERTISING
REMARKETING
DISPLAY
NETWORK
SHOPPING
ADVERTISING

15. TOP 5 REASONS
OF WHY USING
PPC ADVERTISING

16. You only pay when an interested person clicks.

17. At the right time, in the right place.

18. Measurable, accountable, and flexible.

19. Can show results very quickly.

20. Reach your customers, whichever device they’re on.

21. GOOGLE ADWORDS ACCOUNT STRUCTURE
ADWORDS ACCOUNT
CAMPAIGN CAMPAIGN CAMPAIGN
AD GROUP AD GROUP AD GROUP AD GROUP AD GROUP AD GROUP
KEY-
WORDS
KEY-
WORDS
KEY-
WORDS
KEY-
WORDS
KEY-
WORDS
KEY-
WORDS
KEY-
WORDS
KEY-
WORDS
KEY-
WORDS
KEY-
WORDS
KEY-
WORDS
KEY-
WORDS

22. ADWORDS ACCOUNT
CAMPAIGN CAMPAIGN CAMPAIGN
AD GROUP AD GROUP AD GROUP AD GROUP AD GROUP AD GROUP
KEY-
WORDS
KEY-
WORDS
KEY-
WORDS
KEY-
WORDS
KEY-
WORDS
KEY-
WORDS
KEY-
WORDS
KEY-
WORDS
KEY-
WORDS
KEY-
WORDS
KEY-
WORDS
KEY-
WORDS
1 PER ADVERTISER - EMAIL - PASSWORD - BILLING INFO
DAILY BUDGET - TYPE OF BIDDING - NETWORKS - END DATE - LANGUAGES & LOCATIONS TARGETING - DEVICES
SET OF KEYWORDS & PLACEMENTS - ONE OR MORE ADS - URLS - CPM OR CPC BIDS
GOOGLE ADWORDS ACCOUNT STRUCTURE

23. BEST BUY
TELEVISIONS KITCHEN APPLIANCES COMPUTERS
SMART TV PLASMA TV REFRIGERATOR MICROWAVES LAPTOPS DESKTOPS
KEY-
WORDS
KEY-
WORDS
KEY-
WORDS
KEY-
WORDS
KEY-
WORDS
KEY-
WORDS
KEY-
WORDS
KEY-
WORDS
KEY-
WORDS
KEY-
WORDS
KEY-
WORDS
KEY-
WORDS
GOOGLE ADWORDS ACCOUNT STRUCTURE

24. HOW ADS ARE SERVED?
‣ Bid
What is the max bid you’re willing to pay to this keyword?
‣ Quality Score
An score from 1 to 10 that estimates how relevant your ads,
keywords, and landing page are to a person seeing your ad.
Higher scores lead to lower costs and better positions.
‣ Expected impact of ad extensions and other formats,
such as sitelinks.
AdWords determines which ads show first based on 3
major criteria.

25. MAGIC RANKING EXAMPLE
Max Bid
Quality
Score Ad Rank
$ 4.00 4 16X =
$ 2.00 10 20X =
$ 6.00 2 12X =
$8.00 1 8X =

26. Max Bid
Quality
Score Ad Rank
$ 4.00 4 16X =
$ 2.00 10 20X =
$ 6.00 2 12X =
$8.00 1 8X =
Who wins #1
Spot?
B
C
A
D
MAGIC RANKING EXAMPLE

27. Max Bid
Quality
Score Ad Rank
$ 4.00 4 16X =
$ 2.00 10 20X =
$ 6.00 2 12X =
$8.00 1 8X =
Who wins #1
Spot?
B
C
A
D
MAGIC RANKING EXAMPLE

28. YOUR CPC
PRICE
THE AD RANK
OF THE PERSON
BELOW YOU
÷
YOUR
QUALITY
SCORE
+ $0.01 =

29. $ 2.00
$ 4.00
$ 6.00
$8.00
Max Bid
10
4
2
1
Quality
Score
20
16
12
8
Ad Rank
$1.61
$3.01
$4.01
HIGHEST CPC
Actual CPC
X
X
X
X
=
=
=
=
MAGIC RANKING EXAMPLE

30. MAIN METRICS
‣ Impressions
‣ Clicks
‣ Click Through Rate (CTR)
‣ Cost Per Click (CPC)
‣ Average Ad Position
‣ Quality Score

31. SALES FUNNEL
Search
Click
Visit
Convert
CONVERSION MATTERS
‣ Conversions
‣ Conversion Rate
‣ Cost Per Lead (CPL)

32. PAY PER CLICK
PROCESS
LANDING
PAGE DEV.
1
ACCOUNT
SET UP
2
KEYWORD
SEARCH3
AD
CREATION
4
TRACKING
CODE SET UP
5
CAMPAIGN
LAUNCH
6A/B
TESTING
7
MONITOR
PERF.
8
OPTIMIZATION
9
ANALYSIS &
RESULTS
10
Plan
Launch
Optimization

33. TEXT ADS GUIDELINES
‣ Headline: 25 characters
‣ Description Line 1: Up to 35 characters
‣ Description Line 2: Up to 35 characters
‣ Display URL
‣ Destination URL
‣ Add extensions

34. TIPS FOR CREATING TEXT ADS
‣ Highlight what makes you unique.
‣ Include prices, promotions, and call to actions (purchase,
call today, order now, sign up, get a free quote).
‣ Include at least one of the keywords.
‣ Match your ad with your landing page.
‣ Test, test and test.

35. CHOOSING THE RIGHT KEYWORDS
‣ Use between 5 and 20 keywords per ad group.
‣ Think like a customer when you create your list.
‣ Group similar keywords into themes.
‣ No matter how general or specific your keywords are, they
should always be as relevant to your ads and website
as possible.
‣ Avoid having duplicate keywords in your account.

36. TIPS FOR CHOOSING THE RIGHT KEYWORDS
‣ Keyword Planner will show you search volume and
average bid for your keyword and variations on that
keyword.
‣ Google trends will show you how often a phrase is
searched over time.
‣
‣ Spyfu and Semrush see what terms your competitors are
bidding on.
‣ Ubersuggest.org and Word Stream. Free keyword
suggestion tool.

37. KEYWORD MATCH TYPES
EXACT MATCH: [FORMAL SHOES]
MATCHES: FORMAL SHOES
PHRASE MATCH: “FORMAL SHOES”
MATCHES: FORMAL SHOES FOR MEN,
BLACK FORMAL SHOES
BROAD MATCH MODIFIER: +FORMAL +SHOES
ALSO MATCHES: FRMAL SHOES, FORMAL EVENING SHOES
BROAD MATCH MODIFIER: FORMAL +SHOES
ALSO MATCHES: EVENING SHOES, BLACK DRESS SHOES
BROAD MATCH: FORMAL SHOES
ALSO MATCHES: FORMAL FOOTWEAR, EVENING FOOTWEAR
NEGATIVE MATCH: -FREE
SEARCHES WITHOUT THE
TERM

38. KEYWORD MATCH TYPES
EXACT MATCH: [FORMAL SHOES]
MATCHES: FORMAL SHOES
PHRASE MATCH: “FORMAL SHOES”
MATCHES: FORMAL SHOES FOR MEN,
BLACK FORMAL SHOES
BROAD MATCH MODIFIER: +FORMAL +SHOES
ALSO MATCHES: FRMAL SHOES, FORMAL EVENING SHOES
BROAD MATCH MODIFIER: FORMAL +SHOES
ALSO MATCHES: EVENING SHOES, BLACK DRESS SHOES
BROAD MATCH: FORMAL SHOES
ALSO MATCHES: FORMAL FOOTWEAR, EVENING FOOTWEAR
NEGATIVE MATCH: -FREE
SEARCHES WITHOUT THE
TERM
Potential waste

39. EXAMPLE
1. Too broad, 2. Too specific, 3. Exact phrase, 4. Exact match,
5. Duplicated keyword, 6. Negative match, 7. Too generic
Source: Google Adwords Training, 2015

40. LET’S TAKE A
GOOGLE
ADWORDS
TOUR

41. SEBASTIAN BEHAR
Marketer with technology enabled
@sebastianbehar
www.sebastianbehar.com