- Introduction to Web, Digital Marketing & Google Adwords - Types of campaign - Setting up Adwords campaign - Hardcore keyword research - Organizing Ad groups - How to write effective Ads - Sitewide, phone & review extension - Optimizing landing pages - Top 10 ways - Understanding quality score - Big management - Negative keywords - Understanding tracking & analytics - Re-marketing - Must have tools - Case studies of different companies on How Adwords made a difference in there overall marketing strategy - Conclusion

1. ( In the name of ALLAH, the most merciful the most beneficent.)
"Then which of the favors of your Lord will you deny? " Quran 55:37-38
Brought to you by :
Code for Pakistan's Lahore Civic Innovation Lab in collaboration
with TABA Foundation.
Venue : Lums
Date : 11th July, 2015

2. Who I’m?
• Ali Raza.
• Lahore School of Economics Grad.
• Google & Microsoft Bing Advertising
Professional
• Official Google Partner
• Director R&D at Adore, Agha’s International
Pvt. Ltd.

3. Google Partner
http://www.aarswebs.com 

4. What is Digital marketing & Search
Engines?
• Digital marketing is marketing that makes use of
electronic devices (computers) such as personal
computers, smartphones, cellphones, tablets TV
and game consoles to engage with stakeholders.
(Wikipedia)
• A web search engine is a software system that is
designed to search for information on the World
Wide Web. The search results are generally
presented in a line of results often referred to as
search engine results pages (SERPs). The
information may be a mix of web pages, images,
and other types of files. (Wikipedia)

5. def (Wikipedia) - Social media are computer-mediated tools that allow people to
create, share or exchange information, ideas, and pictures/videos in virtual
communities and networks.
Social Media IS NOT
A fad
A replacement for traditional advertising
The first step
The magic bullet
FREE
All about YOU
Social Media IS
A big deal
Going where your customers already are or where they want to be
Applicable to most companies in some way or another
Time-consuming
All about THEM
What is Social Media?

6. The most three most trusted forms of advertising are:
Recommendations from people I know - 90%
Consumer opinions posted online - 70%
Branded websites - 70%
What Social Media & Digital Marketing has done is make the traditional two-way
word of mouth marketing accessible and available to everyone with a computer.
Tablet, Laptop or phone.
FROM THIS TO THIS
Word-of-Mouth Goes Virtual

7. • Google is an American multinational
technology company specializing in Internet-
related services and products. These include
online advertising technologies, search, cloud
computing, and software.
• Google Search, commonly referred to as
Google, is a web search engine owned by
Google Inc. It is the most-used search engine
on the World Wide Web, handling more than
three billion searches each day

8. Reference : http://www.searchenginejournal.com

9. Search partners,
including:
Google properties,
including:
Google Network Basics – Ad Distribution
• The Google Network consists of Google sites & partner properties that use Google AdSense to serve AdWords
ads
• These properties include: Search sites, content pages, newsletters, email services & discussion boards
* Source: comScore Media Metrix (September, 2004)
The Google Network reaches
over 80% of Internet Users
worldwide*
Content publishers,
including:
network
Other
20%
80%

10. Google Search Network

11. What is Google AdWords?
– AdWords is Google’s advertising program
• Advertisers select keywords; ads appear next to the search results
on Google.com
– Advertisers can also show ads on hundreds of thousands of
websites
• Ads are matched to Web pages relevant to advertisers’ keywords

12. How it Starts?

13. The questions people ask
Is AdWords appropriate for
my small business?
Which keywords
should I use?
How will I be
charged?
Where will my ads appear?How do I write a great ad?
How do I get my ad in
the #1 position?
What questions do you have?

14. Before we begin... what are your
goals?
• I want more branding for
my business
• I’d like to get as many clicks
as I can for less than $0.80
per click
• I’d like to increase sales by
15 percent.
• I want at least 40 visits to
my website every day.
• I want an ROI of 250
percent on all sales coming
from AdWords.
• I want five quality leads a
day for my sales team to
call.
• I want to double my
customer base.

15. What Sets your business a part?
• Why would someone
choose your business
over a competitor?
• Can you describe your
products or services?
• What is your call to
action?
• How attractive is your
Website/Landing Page/
Commercial?

16. How does AdWords work?
Instant Auction
A live auction is run for every search
Ad Position = Quality x Your Bid
Quality Factors:
Clickthrough rate, keyword relevance, ad relevance
and historical performance

17. OK, now you know what you want
Where do ads
appear?

18. Google.com

19. The Search Partners

20. YouTube Ads

21. YouTube Ads

22. The Google Display Network

23. A guide to building successfulAdWords
campaigns

24. Log into Your Google AdWords Account
Login Here: www.google.com/adwords/
Google AdWords Sign In
If you don't already have an account, you can register for one here:
www.adwords.google.com/um/StartNewAccount

32. Click on "Save Ad Group"

33. CHAPTER 1
When it comes to giving your AdWords account a strong
foundation – and making it easier to get the most out of
AdWords – taking the following steps is key.
5
Account
Campaign
Ad Group
Ad
Group
Ad
Group
Ad
Group
Ad
Group
Campaign
Organizing Your Account

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

35. 25
The WRONG way to structure
an AdWords account
“Furniture” Campaign
Furniture Ad Group
The Best Furniture
Great Selection, Made in USA
Free Shipping, 5 Year Warranty.
PlantationDesign.com
leather sectional
rugs
dining room table
kitchen table
brass bed
leather headboard
dresser
leather couch
leather loveseat
patio furniture
table lamp
floor lamp
kids furniture
living room furniture
bedroom furniture
desk
leather chair
leather sofa
coffee table
end table
lamp
ottoman
dining room table
media console
AdWords Account

36. 26
A BETTER way to structure an
account
“Leather Sectionals”
Ad Group
“Leather Chairs”
Ad Group
“Leather Loveseats”
Ad Group
Leather Sectionals
Leather Sectionals Made in USA
From $1,999 With 5 Year Warranty
plantationdesign.com/sectionals
Leather Loveseats
Free Delivery When You Buy Before
Christmas. Order Yours Today!
plantationdesign.com/loveseat
Leather Chairs
Handcrafted Leather Chairs
Make a Statement. View Catalog!
plantationdesign.com/chairs
buy leather sectional suite
buy leather sectional suites
leather sectional suites
leather sectional suite
buy leather sectional
buy leather sectional
leather sectional
leather sectionals
buy leather love seats
buy leather loveseats
buy leather love seat
buy leather loveseat
leather loveseats
leather love seats
leather love seat
leather loveseat
buy handmade leather chair
buy handmade leather chairs
handmade leather chairs
handmade leather chair
buy leather chairs
buy leather chair
leather chair
leather chairs
AdWords Account
“Furniture” Campaign

37. Keyword Research
What Are Keywords?
There are three basic steps to building the right keyword
list: expand, group, and refine. Start small; you can always
add keywords later.
Above is an example of brainstorming different
keywords that relate to what you offer.
13
Sell more
coffee
beans
flavored
coffee
beans
hazelnut
coffee
vanilla
coffee
full-flavored
imported coffee
French
roast
coffee
Italian
espresso
coffee
Brazilian
coffee
shade-
grown
coffee
organic
coffee
natural
coffeebuy coffee
beans
discount
coffee
cheap
coffee
gourmet decaf
coffee beans
best
coffee

38. The Google Keyword Tool: help
finding keywords
Enter your
keyword
Get additional
keyword
suggestions

39. Keyword Match Types
• Broad Match
• Phrase Match
• Exact Match
• Negative Match

40. What happens if my keyword is too
general?
Example keyword ‘vacation’ -- your ad might show for:
vacation rental
vacation deals
vacation ideas
vacations for kids
vacations for singles
vacations for veterans
National lampoon’s european vacation
permanent vacation lyrics
The go-go’s vacation
disney vacation club
pictures from our vacation by lynne
rae perkins
vacation auctions
vacation accrual policy
Vacation agent magazine
vacation air conditioning
vacation anxiety
General keywords = low clickthrough-rate = low Quality Score

41. • How to Write Targeted Ads?
• The text of your ad is what attracts potential customers to check out
your business and the products and services you offer. Ads that convince
people to click on them are clear, specific, and compelling. The idea is to
“target” your audience by convincing your customers that your products or
services are what they’re looking for.

42. 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)

43. What is a good AdWords ad?
A good ad:
• Is relevant to the keywords in the ad group
Gets a high clickthrough-rate (CTR)
Effectively sells your product or service
Stands out from your competitors
Includes a call to action
What doesn’t work
Vague, irrelevant, unclear ads without useful information.

44. Good ads

45. Good ads

46. Find which one is better?

47. Find which one is better?

48. Find which one is better?

50. A good Advertisement should have
• Objectives/Targets Defining
• ‘Noticing Factor’ Example of Remembering
• Proper Call to Action
• Branding
• Not too much exaggerating or irritating.

51. Link to the best landing pageAlways direct traffic to the most useful page on the site.

52. A Quick Recap

53. Where Ads Show
Show ads on Google.com, the Search Partners, the
Google Display Network.
How to Structure an Account
Structure your account for success with
campaigns, Ad Groups and keywords.
How to Select Keywords
Keyword match types, the “Goldilocks”
principle, using the Google Keyword Tool.
How To Write Ads
Ad text specifications, tips for writing more
effective ads, calls to action.
After this session, you should know

54. Google Adwords extension
• Location Extension
• Call Extension
• SiteLink Extension
• Review Extension

55. How to Add Extensions?

56. Location and Phone Extension

57. Review & Sitewide Link Extension

58. Top 10 Factors of a Good Landing
Page, WHO CAN TELL?

59. “Even a single timer,
urgency factor,
changing button from
Register Now to
Register Before You
Lose the deal can have
an huge Impact on
your Conversions” –
Ali Raza

61. Site Name : http://charismatico-dancewear.com
Target Market : Florida & California States
Florida Included
• Lake City
• Westchase
• St. Augustine
• Ruskin
• San Carlos Park
California Excluded
• Ojai
• San Francisco
• Oxnard
• Ventura
• Sacramento

62. November Adwords

63. November Sales

64. December Adwords

65. December Sales

66. What is Quality Score?
• A measure of how relevant and useful your ads are.
• Do your ads & keywords provide a good user experience?
POOR
OK
GREAT
Note: The above example is for demonstration purposes only. It is not meant to indicate the actual quality score of the ads.
Which
Is
Best?

67. Quality Score measures user
experience

68. How Google calculates Quality
Score
+
Clickthrough-Rate (CTR)
Of the people who saw your ad, how many clicked on it?
Relevancy
Do your keywords match your ads?
Does the search query match your keyword?
Does your landing page provide a good user experience?
Landing Page Quality
+

69. You can see your Quality Score for
each keyword

70. The magic ranking formula - example
= x$1.00 8
Alison
= x$1.00 10Scott
= x$2.35 3Jon
8
10
7
1st
2nd
3rd
Ad Rank Max CPC Quality Score
Who
Wins
#1
Spot?

71. Negative Keywords Insertion

73. Web Analytics?
• Why? – Anyone?
• “It has long been said you cannot manage what
you cannot measure. Nowhere is this more true
than on the Web – where examining what works
and what doesn’t directly influences the
bottom line.”
– – Gartner Group, 2001
“Web Analytics: Getting Down to Business”
• The measurement, collection,
analysis and reporting of internet
data for purposes of understanding
and optimizing web usage

74. Why Analytics?
– Bounce Rate/Time Spend.
– New vs Returning Visitors (Includes
Behavior as well Engagement)
– Conversion Rate
– What Pages they most browse on your
website.
– What Devices usually your buyer’s use.
– Age/Gender
– Timings & Geo Graphical Locations
– Other Dimensions as per project.

75. Best Analytics Tools
• Google Analytics (not
awesome for paid)
• HotJar (Paid/Free –
Conversion Funnel
Recording)
• Prosper202 (Paid/Free)
• Voluum (Paid – Best for
Mobile Tracking)

76. Re-marketing

78. Miche Case Study
When we took over the Miche Campaign, they had few
objectives in their mind
• To Properly track the performance of Online
Advertising and for that, they had a separate site,
Micheonline.com.
• Increase Brand Exposure/Awareness
• Target on Competitors
• Generate Digital Conversation with their clients as
well potential consumers.
• To Target your potential consumers through Display
Marketing (As a Picture can explain thousand words)

79. Miche Case Study
• To Create a Re-marketing Campaign to those consumers
who were in the middle of their buying cycle when they
first visited your website.
– The Main Strategy was to welcome those users who
have visited our website in the last 60 days, clicked on
any pages, didn't converted, spent more then 60
seconds, using iPhone, Samsung galaxy series, All iPad
tablets, laptops & computers will be welcome.
– Re-marketing run through both Adwords and
Facebook
• To increase more sales, as well to increase the returning
customers (Surveys show that majority of the purchasing
decisions are made on the 2nd or later visit).

80. What we did?
• Merged Miche.com & Micheonline.com into 1 domain.
• Re-designed the whole landing page by understanding
the user behavior.
• Emphasized on our Competitive Edge.
• We added a new segment, ‘New Release’ on the Miche
Website.
• Build Brand Engagement with their audience through
Social Channels, such as
– Miche Facebook Page
– Miche Instagram Page.
– Miche YouTube & Pinterest Page. (We do not manage
them).

81. What we did?
• Optimized and setup a New PPC Search &
Display Campaign.
• Created Re-Marketing Campaigns over Google
Display Network, YouTube & Facebook Ads
Network.
• Put timing schedules, created customized
campaigns for different regions and EVENTS
• TRACKING! TRACKING & TRACKING

82. Sample of Ads.
• Old Advertisement Style
•
• New Advertisement Style
•

87. Objectives Achieved Through Online
Campaign
• Multiply their Revenue x 3 times, a rough
idea I can give to you is that they are
generating around 200,000$ to 300,000$
sales just through their website.
• They do have official outlets, so helped in
Branding.
• Their Facebook Page has now more then
69,000 Fans.
• Currently, Miche and its related terms are
being searched alone more than 70,000 &
20,000 times a month on Google & Bing
Respectively. 

88. MUST HAVE ADWORDS TOOLS
• SEM RUSH
• Adwords Keyword Planner
• Adroll
• Optimizely
• Report Garden
• Prosper 202

89. Points to Remember
• Make Different Campaigns, based on different
geographical, Site-wide link and timing schedules.
– Each Campaign should have small set of keywords
with custom ads and landing pages (if possible).
– Each Should have site-wide link extensions, phone
number, timing schedules.
• Always design different campaigns for Search
Network, Display Network and YouTube.
• Re-Marketing Campaign.
• Always Setup Conversion Goals and do Tracking.

90. Conclusion
• Introduction to Web, Digital
Marketing & Google
Adwords
• Types of campaign
• Setting up Adwords
campaign
• Hardcore keyword research
• Organizing Ad groups
• How to write effective Ads
• Site wide, phone & review
extension
• Optimizing landing pages -
Top 10 ways
• Understanding quality score
• Big management
• Negative keywords
• Understanding tracking &
analytics
• Re-marketing
• Must have tools
• Case studies of different
companies on How
Adwords made a difference
in there overall marketing
strategies

91. References :• Google.com
• Google Adwords Library
• Google Partner Resources
• Bing.com
• Wikipedia.com
• Facebook.com
• Youtube.com
• Miche.com
• Aarswebs.com
• Wordstream.com
• Gartner Group
• https://voluum.com
• Prosper
• Google analytics
• Search Engine Land

92. For any help, I’m there,
Questions, Suggestions or Concerns are
Welcome 
Thank you!
• Allah
• My Family & Friends.
• Google & Microsoft. 
• Lums, Code of Pakistan & Taba Foundation
• My Blog : http://www.aliraza.co
• My Company Site : http://www.aarswebs.com