Google Adwords

A
INDM Project
On

Submitted To:
Prof. SUSHIL CHAURASIA

Submitted By:
CHANDAN PAHELWANI - 11047
NIKUNJ GAJARA - 11046
LEENA CHELLANI - 11015
RINKU SALAT - 11068

TOLANI INSTITUTE OF MANAGEMENT STUDIES Page 1

INDEX

Sr. No. Topic Page No.
1. Google & Google Adwords 3
2. Position Of Google Adwords AndGoogle Search 4
Results
3. Keyword Advertising 5
4. Important Search Engine Optimization (Seo) Notes 6
About Google Adwords
5. Importance Of Google Adwords 7
6. Basic Prodecure Of Creating Google Adwords 16
Campaign
7. Detailed Step-By-Step Process For A Successful 19
Google Adwords Campaign

8. Search: Growing Faster Than All Other Forms Of 26
Advertising
9. Tracking Tools 27
10. Measuring Quality Score 30
11. Payment Options 31


“GOOGLE” & “GOOGLE ADWORDS”

Google is one of the largest companies in the world. To this day, more
than 98% of Google‟s enormous annual revenues are derived from
advertising. Most of that is those tiny little text boxes you see near
search results on Google Search, or around the web.

Google AdWords is Google's main advertising product and main source
of revenue. Google's total advertising revenues were USD$28 billion in
2010. AdWords offers pay-per-click, i.e, cost-per-click (CPC)
advertising, cost-per-thousand-impressions or cost-per-mile (CPM)
advertising, and site-targeted advertising for text, banner, and rich-media
ads. The AdWords program includes local, national, and international
distribution.

Sales and Support for Google's AdWords division in the United States is
based in Mountain View, California. Engineering for Google AdWords
is based in Mountain View, California.

Google AdWords uses a paid search advertising model, in which users
bid on the keywords they want to have trigger their sponsored ads.
AdWords ads are then displayed alongside search results on Google
when someone uses one of the keywords in the search query.


POSITION OF GOOGLE ADWORDS AND

GOOGLE SEARCH RESULTS

Search Query:
‘flowers’

AdWords Ads

Google Search Results


KEYWORD ADVERTISING

 Above Image shows how keyword advertising is done through
Google AdWords.Google clearly marks the AdWords with the words
"Sponsored Links". Here are the benefits of it:

 Targeted advertising
 Better advertiser Return on Investment (ROI) than untargeted ads
 Improved user experience


Important Search Engine Optimization (SEO) Notes
about Google Adwords

 SEO is crucial for having higher ranks in Google organic search
results and also for Google Adwords.
 According to study, when your website is in the first page of
Google you get more traffic than Google Adwords Search
Network. 70%-80% of searchers never go beyond the first page of
Google.
 According to study, people who reach your website from Google
organic search results spend more time than the people coming
from Google Sponsored Links.
 SEO increases your Quality Score in Google Adwords. With a
high quality score, you can get higher ranks in Sponsored Links
with lower costs.


IMPORTANCE OF GOOGLE ADWORDS

Google is the largest search engine on the Internet, and to use the
Internet as a profit-making source, one needs to use Google. The more
smartly you use it, the more benefits you will reap. Google AdWords
makes your marketing task a whole lot easier by bringing huge per click
traffic through the use of proper keywords. When these keywords
convert to business and sales, the traffic driven from Google AdWords is
converted to profit. Many factors contribute to Google AdWords‟
success as a method for Web sites to earn profit. Keywords are search
terms or strings of search terms that when put in the search box show
results relevant to that search. For example, a person searching for “CAT
exam” will get, say, 1000 search results in the search engine, and the
user can click on any of the items to view the results and details.
However, the top search results that come through Google AdWords
have greater chances of visits. On the other hand, Google ads appearing
in relevant Web sites, such as “e-learning materials” showing in one
corner of an educational Web site, have a greater chance of getting
visitors through them. Both these situations come along with the Google
AdWords Campaign. Thus, this campaign is of great importance in
bringing relevant clicks and visits to one‟s site.


Google AdWords‟ location targeting enhances the importance of the
campaign all the more. Location targeting is one of the most important
and useful components of implementing a successful Pay-Per-Click
(PPC) campaign. This determines in which location a particular ad
campaign will be shown and thus one can customize ad displays per
location. It also disables locations where the ads need not be displayed.
These features that come along with the Google AdWords campaign
highlight its importance for e-business.

Now, after highlighting the importance of Google AdWords, let‟s focus
on the reasons behind its use for a successful campaign.

Here are 10 reasons why you can use Google AdWords:

1) Small Initial Investment

This is the major reason why Google AdWords is so popular. Google
AdWords comes with a small initial investment. You need to pay only a
small amount to create an AdWords account; thereafter you can bid on
the best keywords. After creating the Google AdWords account and
releasing the content, the payment is billed after every click. Therefore,
with each click, a certain amount is billed and if no click happens, no
amount is billed.


In such a case, Google AdWords comes with assured clicks, and
payment is billed only against clicks. Thus, there is no loss if keywords
generated are perfect.

2) Defining Budget

This is another important reason why Google AdWords is used. You can
set your own budget with Google AdWords and monitor your budget,
thereby reducing any overspending. After the account is created, the bid
for any keyword is independent of choice. Therefore, any keyword that
performs well can be bid high for better results. And a keyword that
does not perform well and does not bring any profit to the site can be
removed from the campaign. Also, keywords that bring more clicks but
less conversion can be removed or bid with a reduced amount. You can
also control your budget during a crisis. At times, when a site is down, a
bid can be reduced in order to control the defined budget. Thus, defining
the budget becomes another essential reason behind the use of Google
AdWords.


3) High Return On Investment

Google AdWords comes with a Return of Investment (ROI). This means
you need to pay Google per click, which suggests your investment is
returned against assured business. Google AdWords increase click
through rates and visits; therefore, there is a greater chance of business.
Now, by following some other rules such as generating the best
converting keywords, effective bidding, a fast loading site, and so on,
these clicks can be converted into profitable business. Therefore, Google
AdWords ROI makes people pay only for business and profit, so evident
loss can be controlled.

4) Target Traffic

This is another important and very useful aspect of Google AdWords
that serves as a major reason behind the use of the Google AdWords
campaign. By using this, you can bring targeted traffic directly to a Web
site. As ads are displayed along with a defined title and description, a
serious audience will end up clicking these links and taking a further call
to action. Thus, Google AdWords serves as an effective way of bringing
traffic to your online business. This target traffic can be defined as per
location and places as well. There are options through which you can
specify a definite keyword for a specific location.


5) Test Marketing Campaigns

These campaigns are another major reason why you can still use Google
AdWords. Test Marketing Campaigns means using different types of ads
for different keywords. If a certain ad campaign fails, you can use a
different campaign with a different title line and description. For
example, the first marketing campaign can be tested with an exact
match, then a phrase match of the keyword, and so on. Such flexibility
in a marketing campaign makes Google AdWords more usable. You can
test marketing campaigns many times without paying anything extra.
Thus, you get many chances to experiment with the right title line and
description for display ads. The same goes for having keywords
included. While good performing keywords can be bid high, low
performing keywords can be bid lower or removed from the marketing
campaign. Thus, you get enough tests to experiment with marketing
campaigns, which serves as a major plus point for using Google
AdWords.


6) Instant traffic

This is one of the most important reasons why you can still use Google
AdWords. Google AdWords bring instant gratification or traffic to one‟s
Web site. On-page optimization and off-page optimization is very
important for bringing traffic to one‟s online Web site. However, all
measures such as link building, on-page optimization, and so on do not
come with assured traffic brought by Google AdWords. Google
AdWords showcases relevant ads in relevant sites and also at the top of
search pages, which increases the chances of clicks and visits, which
later convert to business. Google AdWords brings instant traffic to a site,
which would otherwise take a much longer time and require greater
investment. Thus, as it comes with instant gratification against a certain
investment, it becomes an effective way of bringing immediate traffic to
a Web site, which translates into a profitable and successful business.


7) Tracking success

By using Google AdWords, you can track your success and take
effective measures when required. You can use Get Clicky or Google
Analytics to track the reports of the Google AdWords campaign against
keywords. This allows you to decide on their future steps with regard to
a certain keyword or marketing campaign. Suppose a keyword or a
campaign is performing well; you can track its report and place it
prominently with a high bid in future to increase traffic towards a profit-
making business. On the other hand, a keyword or a campaign that fails
to bring expected traffic can be removed for future usage. Thus, you can
track success and failure in real time and decide on calls to action for
future marketing.

8) Targeting ads locally

Google AdWords offers location targeting for display ads. You can
specify definite display ads for certain locations, which will enable those
particular ads to display exclusively to a particular location. This
enhances the effective use of Google AdWords as it allows you to reach
browsers at local, national, and international level. You can also
customize ads in the local language to make them more useful and
prominent for a particular location.


For example, ads that will be displayed in France can be customized in
French, which will have a direct impact on a French audience. By
customizing your ads, you can focus on a targeted geographical audience
with focused goals, which will give you a greater chance of getting
instant traffic and business.

9) Suggested high volume keywords

Google AdWords does not just display ads, but also suggests high-
volume keywords for an ad campaign that will convert to purchases and
a profitable business. High-volume keywords are those that are searched
the most, so including them prominently in the ads, title lines, and in the
description improve the click rates for the ads. High- volume keywords
can be included keeping in mind the competition. Also, as phrase
matches for keywords work better; such search terms can be included for
the ads and the campaign to be more relevant.


10) Improves hands-on experience

By using the Google AdWords campaign, Web sites get instant traffic or
gratification and therefore soon become effective direct marketers. Users
perceive these sites as popular, and therefore are likely to click on the
site for another purchase decision without giving it a second thought.
Also, marketing through the PPC ad platform levels the playing fields
for people and their competition. It gradually increases the value of the
site and takes the business to a level of brand. Thus, the feature of
improved hands-on experience makes Google AdWords more relevant
for users aiming to generate profit from their Web sites.

These are the top 10 reasons why you can use Google AdWords to bring
effective traffic and business to your site. All these features
accompanying Google AdWords make this campaign more effective and
useful and thus increase its use among those who maintain Web sites to
bring instant and targeted traffic to their Web sites. These features also
specify that Google AdWords, if managed efficiently, can be used as a
perfect tool for increasing Web site traffic and running a profitable e-
business.


BASIC PRODECURE OF CREATING GOOGLE
ADWORDS CAMPAIGN

Google Adwords identifies the number of searches for specific words or
key phrases. If you go to the keyword tool and search for "online
courses", "practice test" and "e-learning," you'll get information about
those keywords as well as many other related terms. Google Adwords
allows you to select relevant keywords related to your site, and to bid on
clicks. For instance, if your website is about IT Certification, you could
bid on the keywords certification, practice test, exam etc. When a visitor
searches for something on the web and your keyword matches with the
searched keyword or keyword on that page, then possibly your ad will
appear there. You will only pay when people click your ads.
Advertising process using Google AdWords:

1. Create your campaign in Google AdWords.
2. Create relevant advertisements and use the right keywords.
3. AdWords ads are displayed along with search results when
someone searches Google using one of your keywords.
4. Ads appear under 'Sponsored links' in the side column of a search
page.
5. Google AdWords provides you a way to advertise to an audience
that is already interested in your business.


 Basic steps involved in setting up an AdWords campaign:-

1. First of all, you have to set up a Gmail account to create your
AdWords account. When your login has been created in Google
AdWords, you will be asked to name your first campaign, and then
define the location for your ads to be displayed.
2. In the second step, you have to decide your network to display your
ads. Your priorities can be Google search and Google display
network. Google search will help you to display your ads on the
search engine as well as its search partners, and the Google display
network will help you to establish your presence on the web.
3. Now, you can choose the devices on which your ads should appear.
After choosing the devices, you have to define your budget.
4. In this step, you will need to choose the position your ads will appear
on.
5. After defining your budget and position, you need to define your
delivery method. Two options will appear, i.e., Standard delivery and
Accelerated delivery. The standard delivery option will automatically
be selected by Google. When this option is selected, Ads appearance
is influenced by your defined budget. This option generally fits for
small budget campaigns or the first days of any other campaigns. You
can select another option, i.e., Accelerated delivery. This option
shows your ads as often as possible until your budget runs out.


6. In this step, you can select the Ad extensions option if you want to
enlarge a standard text ad with one or more lines that provide
additional information such as an address and phone number (location
extensions and call extensions), more page links (ad sitelinks), and
product images (product extensions). This option allows users to find
out more information about your business.
7. Now, let's come to the Ad scheduling option. This option allows you
to select certain hours or days of the week when you want your
Google AdWords ads to appear.
8. Go to the Ad rotation option if you have multiple ads within an ad
group, as not more than one ad can be displayed at a time on Google
and the Google Network.
9. The last step of this process is to create Ad groups. Each campaign is
broken into what's called Ad Groups. They contain some common
keywords that you group together. 10-35 keywords are needed in
each ad group. When you are creating an ad group, you will need to
name it first. Then after that, you will have to decide the other 5
fields, i.e., the headline (the title of your Ad, 25 characters to exploit),
descriptions 1 and 2 (35 characters for each line), destination URL
(the URL of your landing page) and display URL (URL that will be
shown on the Ads).


DETAILED STEP-BY-STEP PROCESS FOR A
SUCCESSFUL GOOGLE ADWORDS CAMPAIGN

Once you‟ve gotten started on Google AdWords, there are
threeactivities that require your attention to improve your ad
performance even more over time. They are:

1) Organizing Your Account

2) Picking the Right Keywords

3) Writing Targeted Ads

(1) Organizing Your Account
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.

 Step 1:Plan your campaigns around your business needs
Before you start building your campaigns, it‟s important to develop a
plan for your AdWords advertising. Think hard about your business and
what you want to accomplish with your ads.


For every campaign you create, you get to choose a budget, pick where
your ads appear geographically (within a specific country, city, or within
a custom-created area that you specify), and select where your ads
appear online (on search pages, content pages, or both).

 Step 2:Stick to one goal per campaign
Once you know what you want to do with your AdWords campaigns,
it‟s time to put your plan into action. It is suggested thatyou separate
campaigns by theme or product line or use the same structure for your
campaigns as you do for your website.

Remember to keep your audience in mind. Target only the locations
where you offer services, and target the language in which your ads are
written. If you have an international audience, split your campaigns by
country. Finally, give each campaign an appropriate name – such as its
goal. This makes tracking and editing your campaigns much easier later
on.


 Step 3: Split each campaign into ad groups
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 – for instance, focusing on a
singleproduct or service that you offer. This makes it simpler to create
focused, effective keywords and ads. You should be able to come up
with at least three ad groups per campaign.

(2) Picking the Right Keywords
Keywords are the guts of your ad campaign. They set the entire
advertising process in motion. If users are looking for your product or
service, they‟ll find you more quickly if you‟ve chosen the right
keywords.

 Step 1: Expand

Your first step is to come up with as many keywords relating to your
campaign as possible. What words would someone search for on
Googleto find your product or service? Try writing down every keyword
thatcomes to your mind. You can refine your list later.


Get help building your keyword list from the Keyword Tool
(http://www.google.com/adwords/keywordtool). Use it to generate
additional keyword ideas by entering a keyword or the URL of any web
page that‟s relevant to your business. Don‟t worry about capitalization
AdWords is not case sensitive.

 Step 2: Group

Next, move your keywords into the ad groups where they‟re most
relevant. Remember to structure your ad groups in a way that makes
sense and is easy to track. The end result should make it easy for you to
write ads that correspond to the keywords being searched on.

 Step 3: Refine

Cut from your list, keywords that are too generic, irrelevant, or obscure.
Also look to remove keywords that are too specific. Two and three word
keyword phrases usually work best. You might also try keyword
matching to control how precise a user‟s search phrase must be to trigger
your ad on Google search pages. You have four matching options: broad
match (the default type), phrase match, exact match, and negative match.


Broad Match reaches the most users by showing your ad whenever any
variation of your keyword (such as beans for coffee or coffee roast
beans, when your keyword is coffee beans) is used in a search.

Phrase Match narrows your reach by showing your ad only when the
search term contains your keyword. If your keyword is chocolate
coffeebeans, for instance, your ad will show only on searches that
contain that exact phrase, such as swiss chocolate coffee beans and
chocolate coffeebeans dessert, but not on searches that alter the order of
the words in your keyword, like coffee chocolate beans. You choose this
option by putting your keyword in quotation marks; for example,
“chocolatecoffee beans”.

Exact Match narrows your reach even more by only showing your ad
when the search term is exactly the same as your keyword. If your
keyword is coffee beans, for instance, your ad will show only on
searches for coffee beans. You choose this option by putting brackets
around your keyword; for example, [coffee beans].


Negative Match prevents your ad from showing when a word or phrase
you specify is part of a search term. If you specify cheap as a negative
match, for instance, your ad won‟t show for search terms such as cheap
coffee beans. You choose this option by putting a minus sign before
your keyword; for instance, –cheap.

(3) Writing 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 audienceby convincing your customers that your
products or services are what they‟re looking for.

 Step 1:Create your headline

The best headlines relate directly to the keywords being searched; this
makes an ad seem especially relevant to the searcher‟s interests. So it‟s
best to include one of your keywords in your headline. Plus, if any of the
words in the keyword that triggers your ad are present in your headline
or ad copy, they will appear in bold font in your ad.


 Step 2:Develop your description text

The description should convey both key details and benefits of your
product or service. It should also include a call to action. Keep
everything as short and simple as you can. To start, list the products or
services in a particular ad group that you‟re advertising (for example,
gourmet coffee beans, specialty coffee). Then add the benefits (for
example, bulk discounts, free shipping). Finally, put it all together with a
call to action, such as order now or join today.

 Step 3: Designate display and destination URLs
The display URL (the web address users see when they view your ad)
doesn‟t have to be the same as your destination URL (where users
landwhen they click your ad). But it must be an actual URL for your
site. Choose a destination URL that promotes the exact product or
service your audience is searching for, rather than your usual home page.


SEARCH: GROWING FASTER THAN ALL OTHER
FORMS OF ADVERTISING

Growing Faster Than Display Ads And Classifieds:
Paid Search Spending, 2002–2008

[Source: Jupiter Research Internet Advertising Model (US Only)]

 By 2012, Search-based advertising will be one-third of all online
ad spending in the whole world.
 Direct marketing and offline media growth isslowing.
 Marketers are choosing search advertising instead of other media.


TRACKING TOOLS

1) Click through Rate

The clickthrough rate is the key metric to look at when measuring ad
performance because it helps determine your Quality Score and it tells
you if your ads are appealing to the people who are seeing them. This
metric measures a percentage of how often people click on your ad after
seeing it. A high CTR – 1 percent or higher – means you have a relevant
ad that is connecting with people. A low CTR – less than 1 percent –
means the ad isn't working for one reason or another. Ads with high
CTRs should be retained, whereas ads with low CTRs should be
removed or modified.

2) Google Analytics
It is a free hosted web analytics tool that provides useful data for website
and marketing optimization. Site owners and marketers can use
Analytics to learn how people found their site, how they explored it, and
how to can enhance their visitor experience. You can access Analytics
from your AdWords account by clicking on the „Analytics‟ tab.


3) Quality Score

Google assigns a Quality Score to each of your keywords and uses it to
determine your ad rankings and how much you pay-per-click. Relevant
advertising gets a higher position on the search page and costs you less.
The score reflects how relevant your ads, keywords and landing page are
to people viewing your ad. A high Quality Score means your ads,
keywords and landing page are all relevant to your target audience. A
low Quality Score means your ads, keywords and landing page aren't
striking a chord with your target audience. Ads with high scores should
be retained, whereas ads with low scores should be removed or
modified.

4) Keywords

Keywords are critical since they are the words or phrases that describe
your product or service that you use to help determine when and where
your ad can appear. Therefore, you want to regularly monitor your
keywords' performance to determine which ones are meeting your goals
for your ad campaigns. To do so, view your keyword performance for a
specific time period, or customize your AdWords statistics to track
keyword performance by match type. You can also run a keyword
diagnosis to check your keyword Quality Score.


5) Conversion Tracking

The conversion rate tells you how often someone's click on your ad
resulted in a conversion – that is, that person going on to complete a
desired action on your landing page. Such rates are important because
ideally you want the traffic you get to lead to a meaningful transaction,
however you define that; it could be the person making a purchase,
taking a survey or some other action. Calculate the conversion rate by
dividing the total number of conversions by the number of ad clicks you
received during the same time period. Use the Conversion Tracking tool
to measure your conversion rates.

6) Reports
AdWords offers a variety of reports you can use to measure and monitor
your account‟s performance. You can monitor which search queries are
triggering your ads, which websites drive the most traffic to your
business, and which keywords yield the highest click-through rates. You
can access the Report Center by clicking on „Reports‟ tab in your
AdWords account.


MEASURING QUALITY SCORE
Every time someone does a search that triggers your ad, Google
AdWords calculate a Quality Score. To calculate this Quality Score,
Google look at a number of different things related to the account, like
the following:

Keyword's past Click-Through-Rate (CTR): How often that
keyword led to clicks on the ad
Display URL's past CTR: How often the clicks are received with
display URL.
Account history: The overall CTR of all the ads and keywords in
the account
The quality of landing page: How relevant, transparent, and easy-
to-navigate the page is.
Keyword/ad relevance: How relevant keyword is to the ads
Keyword/search relevance: How relevant the keyword is to what
a customer searches for.
Geographic performance: How successful the account has been
in the regions advertiser is targeting
Your targeted devices: How well ads have been performing on
different types of devices, like desktops/laptops, mobile devices,
and tablets – advertiser gets different Quality Scores for different
types of devices.


PAYMENT OPTIONS

Google payment options are divided into two types: post-pay and
prepay. One or both will be available depending on country and
currency. Note that you won't be able to switch from a post-pay option
to a prepay option or vice versa, so be careful when you select a
payment method as you set up your account.

If you select a postpay option, you'll make payments only after you
accrue advertising costs. You'll be billed 30 days after your last payment
or when your account costs reach your billing threshold, whichever
comes first.

(1) Credit and debit card: If you choose this option, your ads will
typically begin running almost immediately after you enter valid
credit or debit card information. All AdWords charges will be
made to this card.
(2) Direct debit: If you choose this option, Google will deduct
AdWords payments from your bank account. You may be required
to submit a debit authorization or verify a test deposit before your
ads can run.


If you select a prepay option, you'll pay for advertising in advance of
receiving any clicks or impressions. You can add funds to your
AdWords account whenever you like, and googleadwords deducts costs
from that balance.

Google offers two widely available types of prepay:

(1) Credit and debit card: If you choose this option, Google will
charge your credit or debit card in the amount that you specify, and
your account balance will update immediately.
(2) Bank transfer: If you choose this option, you'll make
AdWordspayments by transferring funds from your bank account to
Google's bank account. Your ads will typically begin running as soon
as Google receive and process your payment. This typically takes 5 to
10 business days, depending on country and what bank you use.


Google Adwords

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