Adwords introduction

1. Google AdWords
Presented by Mohammed Azharuddin
Digital Marketing Trainer

2. What is Paid Marketing ?
• A Paid Marketing Strategy to generate traffic
from Search Engines, Websites and Mobile
Apps.
Direct
Marketing
Branding
Campaign
Paid Ads

3. Direct Marketing
• An advertiser uses a strategy with a goal of
generating a lead from the Ads.
• Major Target Sources
– Paid Search [Pay Per Click Ads]
– Shopping Ads

4. Branding Campaign
• An advertiser create a strategy to increase the
brand exposure and awareness.
• Major Target Sources
– Display Ads
– Mobile Apps
– YouTube Ads

5. Advertising Networks
• Google Adwords
• Bing Ads

6. Google Annual Revenue
$31.22
$37.42
$45.09
0
5
10
15
20
25
30
35
40
45
50
2012 2013 2014
In Billions

7. Info Graphics
• Big Advertisers
• Expensive Keywords

8. Google AdWords
• Create Account in AdWords
– Time Zone and Currency cannot be changed
– Setup Fee = Rs 250

9. Google Double Serving Policy
– One Advertiser must have only one active account
for a website.
– In case of Account violates any terms, It will be
banned.

10. AdWords Account Structure
Account
Campaign
AdGroup
Keywords Ads
AdGroup
Keywords Ads
10,000
20,000
4,000 300

11. Example Structure
Account
Search
Campaign
Digital
Marketing
Keywords Ads
SEO
Keywords Ads
AdWords
Keywords Ads

12. Create Campaign
• Pay Per Click Campaign
– Type of Campaign
– Network
– Location and Language
– Bidding
– Budget
– Advanced Settings

13. Create a AdGroup
• Create a Ad
• Create Keywords

14. Keyword Match Types
• Match types is used by AdWords to match
advertiser keyword with user query.
• Types of Match Types
– Broad Match
– Phrase Match
– Exact Match
– Broad Match Modifier
– Negative Match

15. Broad Match
• With broad match, Ad will show if any of the
conditions are matched
– Any Word Match in any Order
– Misspelling
– Close Variation
– Singular / Plural
– Related Terms

16. Example
Keyword User Query Ad Show
Mens Shoes Buy Men Shoes
Buy Women Shoe
Shoes Online
Mens shoe picture
Mens sandals

17. Phrase Match “ ”
• With phrase match the ad will show if following
conditions are matched.
– The query must has same order as keyword
– Any word can be added before or after
– Misspelling
– Close Variation
– Singular / Plural

18. Example
Keyword User Query Ad Show
“Mens Shoes” Buy Men Shoes
Buy Women Shoe
Shoes Online
Mens shoe picture
Mens sandals

19. Exact Match [ ]
• With exact match, Ad will show if any of the
conditions are matched
– Query must match exactly with keyword
– Misspelling
– Close Variation
– Singular / Plural

20. Example
Keyword User Query Ad Show
[ Mens Shoes ] Buy Men Shoes
Buy Women Shoe
Shoes Online
Mens shoe picture
Mens sandals

21. Broad Match Modifier +
• With broad match modifier, Ad will show if any of
the conditions are matched
– All words must be in query
– Words can be in any order
– Misspelling
– Close Variation
– Singular / Plural

22. Example
Keyword User Query Ad Show
+Mens +Shoes Buy Men Shoes
Buy Women Shoe
Shoes Online
Mens shoe picture
Mens sandals

23. Negative Match -
• The ad wont show when the negative match is
found in the user query.
• Negative keywords are defined based on
business.
• Example
- free
Cheap

24. Thankyou
• To Do Task
– Create your own Adwords Account
– Create a Campaign for Florists Company
– In this campaign add 5 AdGroups related to the
florists
– In each AdGroup add atleast 10 keyword
– Create one ad for each AdGroup