Web Marketing Academy India brings you the monthly series of Digital Marketing Training Programs for public in Bangalore. For more details visit: www.webmarketingacademy.in

1. Web Marketing Academy presents
How to maximize Google Ad words ROI
by Ex Googler in Bangalore
Every month WMA brings you Digital
Marketing Workshops in Bangalore
Visit www.webmarketingacademy.in

2. PPC : Back to the basics
By-
Aditi Bhandari
An Ex-Googler!

3. What are AdWords Ads?
Right Side Ads
Top Ads

4. Why Google AdWords?
 It’s effective!
 Target locally!
 It’s fast! : www.google.com/adwords/signuptips.
 It’s easy!
 It’s flexible!
 There’s no risk!

5. How to plan a PPC Strategy
Jump to keyword research and campaign
build directly??
Yes, only if you want to target failure!!!!

6. PPC Strategy: The correct way
There are three main stages in the PPC life
cycle:
 Research
 Implementation
 Optimization

7. Research
 Research: Business Goals
 What goal should the PPC campaign fulfill?
 What are the target actions users should take on the website?
 How much is each action worth to the business?
 Research: Competitors
 Who are your competitors?
 How is your business different from theirs and what’s the USP?
 What are the good things they are following?
 Research: Target Audience
 Who am I targeting with this campaign?
 Where do my ideal users live?
 Why does my target audience need this product or service?
 What’s the frame of mind of my customers?
 Research: Potential Keywords
 Get seed keywords from the website content and source code
 Think like a customer to devise search terms
 Use AdWords Keyword Research tool and other available tools

8. Implementaion & optimization
 Implementation:  Optimization:
Campaign Structure Statistical Analysis
 Implementation: Ad
Copy  Optimization:
 Implementation: Refinement
Landing Page
Development  Optimization: Bid
 Implementation: Management
Campaign Settings

9. Structuring the Ad Campaign
A healthy Campaign structure holds the key to a high
performing account and a good quality score.
Consider the following ways to segment your
campaigns:
 Based on the line of products and services you
offer
 Based on geographical location
 Based on performance and bidding (Buying cycle)
 Based on brand names vs. generic names
 Based on seasonality of your service or product
 Based on keyword match types (you can also
segment this way on an ad group level too.)

10. Account Structure Example

11. Deciding on the Ad groups
 Each ad group should center on a single product
or service related to the campaign
 Keep stuff together that belongs together: Group
only related keywords under an ad group
Ad group: laser Ad group: laser Ad group: laser
systems gases crystals
titanium laser
solid-state laser helium neon laser
crystal
chromium laser
gas laser argon laser
crystal
neodymium laser
free-electron laser nitrogen laser
crystal

12. Things to consider in an ad
campaign
 Target the right languages and locations
 Create highly specific ad groups
 Avoid duplicate keywords across ad groups
 Choose your keywords carefully
 Take advantage of keyword matching options
 Create separate campaigns for Search and
Display network
 Choose placements carefully-Managed v/s
Automatic
 Add negative keywords

13. Importance of Keyword
Grouping
AdWords keyword grouping is the most important
and the most overlooked pay-per-click marketing
activity. Grouping keywords for AdWords brings
compounding benefits to your PPC activities, since
tight, well-organized keyword groups make for high-
performing AdWords ad groups with:
 High click-through rates(CTR)
 More conversions
 High Quality Scores
 Low cost per action (CPA)
 And these factors work together to maximize your
search marketing ROI.

14. Why Negative keywords?
 Reach Target Audience Only
 Improve ROI
 Improve Click-Through Rate
 Improvement in Conversion Rates
 Improve Quality Score
 Decrease in Cost per Conversion

15. How to find Negative Keywords
 Search Query Report
 Google Keyword Tool
 A thesaurus (or thesaurus.com)
 Standard list of universal negative
keywords: Komarketingassociates
List

16. Keyword Matching options
Keyword Match Type Potential Matches
toy car, car toy, toy
toy car Broad match
motorcycle, auto parts
toy car, buy toy car, toy
“toy car” Phrase match
car auction
[toy car] Exact Match toy car
toy car , toy store, used
+toy car Modified Broad Match
toys
toy car, fast car, classic
toy +car Modified Broad Match
car
toy car, car toy, used car
+toy +car Modified Broad Match
toy, old toy store car
*Keyword variations can include synonyms, singular and plural forms,
possible misspellings, and phrases containing your keywords.

17. How to choose matching
options wisely?
 Google recommends following a broad-to-narrow
strategy coupled with a good use of negative
keywords
 If you find during the keyword research, that your
long tail keywords do not have significant search
volume, choose Broad match to begin with and
modify based on search terms report later.
 Using phrase match can help you reach more
customers, while still giving you more precise
targeting
 To get very focused and targeted audience, use
Exact match. This match type restricts traffic, so
should not be used if your keywords fail to pick up
on impressions over a length of time.

18. Click Through Rate (CTR)
CTR is the number of clicks that your ad
receives divided by the number of times
your ad is shown (impressions).
To improve CTR at Keyword level:
 Choose Relevant Keywords
 Capitalize on Long-Tail Keywords
 Create Tightly-Themed Keyword
Groupings

19. Improving CTR with text ads
 Include at least one of your keywords in your ad
text
 Include a Call To Action
 Include prices, promotions, and exclusives
 Incorporate Credibility Symbols
 Enable Ad Extensions
 Extend Headlines

20. An Example!
 A Bad Paid Search Ad
Bob’s Green Tea
Selling green tea since 1997
Come and see our full selection.
bobsgreentea.com
 A Good Paid Search Ad
Bob’s Great Organic Tea
High quality, refreshing organic
tea products on sale today only.
bobsgreentea.com/organic

21. Decrypting the Quality Score
(QS)
 Quality Score is an estimate of how relevant your
ads, keywords, and landing page are to a person
seeing your ad.
 Having a high Quality Score means that our
systems think your ad, keyword, and landing page
are all relevant and useful to someone looking at
your ad.
 Having a low Quality Score, on the other hand,
means that your ads, keywords, and landing page
probably aren't as relevant and useful to someone
looking at your ad.

22. How Google Calculates QS
 Your keyword's past clickthrough rate (CTR)
 Your display URL's past CTR
 Your account history
 The quality of your landing page
 Your keyword/ad relevance
 Your keyword/search relevance
 Geographic performance
 Your ad's performance on a site
 Your targeted devices

23. How does QS affect you?
 Ad auction eligibility
 Your keyword's actual cost-per-click (CPC)
 Your keyword's first page bid estimate
 Your keyword's top of page bid estimate
 Ad position [ Ad Rank = (Max CPC Bid,
QS)]

24. Quality score and the
Relevance Factor!
Controlling Costs-Video
Key- Ad Landing
relevant to relevant to
word Text Page

25. Myths about Quality Score
 Changing Match Types Alters Quality Score
 Quality Score Suffers when Ads or
Keywords are Paused
 Deleting or Restructuring Low QS
Elements Erases Their History
 Bid affects Quality Score

26. How to improve Quality Score?
 Focus on Relevancy: Create very specific ad groups
 Follow the steps to improve CTR. CTR has a high
influence on Quality Score
 Refine keywords to match search queries as closely
as possible
 Test out multiple ads
 Regularly review your campaign performance
 Connect your ad to the most relevant landing page
 Pause badly performing keyword to prevent further
damage
 Choose only relevant placements

27. For more details visit: www.webmarketingacademy.in