8. AdWords
• Google’s main advertising product & main
source of revenue.
• Google’s advertising revenues in 2012 were
$42.5 Billion. Total revenue for 2012 $50.2
Billion.
10. Example Account Setup
Account
Best Shoe
Company
Campaigns
Red
Shoes
Blue
Shoes
Green
Shoes
Gray
Shoes
Ad Groups
Kwds
Ads
Kwrds
Ads
Kwrds
Ads
Kwrds
Ads
12. Keywords
• Keyword Match Types
– Broad match allows your ad to show for searches on similar
phrases and relevant variations.
– “Phrase” match allows your ad to show only for searches that
include the exact phrase, or close variations of that exact
phrase, with additional words before or after.
– [Exact] match allows your ad to show only for searches that use
that exact phrase, or close variations of that exact phrase, and
no other words.
• Negative Keywords
– Ensures that your ad doesn’t show for any search that includes that
term.