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Google adwords ppt by sushen jamwal
 

Google adwords ppt by sushen jamwal

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Everything about Google Adwords

Everything about Google Adwords

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  • Reference: google.comURL: http://adwords.blogspot.in/2006/05/display-vs-destination-urls.html
  • Reference: google.comURL: https://adwords.google.com/o/Opportunities/Explorer?__c=3706437817&__u=1813329817#i.____f&app=opportunities

Google adwords ppt by sushen jamwal Google adwords ppt by sushen jamwal Presentation Transcript

  • GoogleAdWords Confidential © 2012 Foetron Inc.
  • Agenda • What are an AdWords? • Market scenario landscape • How AdWords works – understanding AdWords • What Google says • Cost estimation and payment • Getting Started • Best Practices • Concerns • Sample Case Studies • Sources and references Confidential © 2012 Foetron Inc.
  • Agenda • What are an AdWords? • Market scenario landscape • How AdWords works – understanding AdWords • What Google says • Cost estimation and payment • Getting Started • Best Practices • Concerns • Sample Case Studies • Sources and references Confidential © 2012 Foetron Inc.
  • What are GoogleAdWords Confidential © 2012 Foetron Inc.
  • What are Google AdWords• Google AdWords is Googles main advertising product and main source of revenue.• Googles total advertising revenues were US $28 billion in 2010.• AdWords offer site-targeted advertising for text, banner, and rich-media ads.• The AdWords program includes local, national, and international distribution.• With Google AdWords you’ll be able to reach your customers at the precise moment they’re looking for your products or services. Confidential © 2012 Foetron Inc.
  • More light on Google AdWords• Googles text advertisements are short, consisting of one headline consisting of 25 characters and two additional text lines consisting of 35 characters each.• Image ads can be one of several different Interactive Advertising Bureau (IAB) standard sizes.• One reason AdWords have such incredible ROI (Returns on Investment) is that your “I” is so little. Only pay when your customer clicks through to your website and you get what you are paying for Confidential © 2012 Foetron Inc.
  • Sample AdWords Confidential © 2012 Foetron Inc.
  • Advantages of Paid Search by Google AdWords No matter what your budget, you can display your ads on Google and our advertising network. Pay only if people click your ads. • No minimum spend • You choose your own maximum daily spending limit (daily budget) • Choose how much you want to spend per click for every keyword • Pay Google for users who click on your ad • More cost-effective than Yellow Pages, Banner Ads & Direct Mail* • Conversion tracking = real-time return-on-investment data Confidential © 2012 Foetron Inc.
  • AdWords Features• IP address exclusion: o In addition to controlling ad placements through methods such as location and language targeting, ad targeting can be refined with Internet Protocol (IP) address exclusion. This feature enables advertisers to specify IP address ranges where they dont want their ads to appear.• Frequency capping: o Frequency capping limits the number of times ads appear to the same unique user on the Google Content Network. It doesnt apply to the Search Network. If frequency capping is enabled for a campaign, a limit must be specified as to the number of impressions allowed per day, week, or month for an individual user. The cap can be configured to apply to each ad, ad group, or campaign. Confidential © 2012 Foetron Inc.
  • Agenda • What are an AdWords? • Market scenario landscape • How AdWords works – understanding AdWords • What Google says • Cost estimation and payment • Getting Started • Best Practices • Concerns • Sample Case Studies • Sources and references Confidential © 2012 Foetron Inc.
  • Market Scenario landscape Confidential © 2012 Foetron Inc.
  • Marketing Objectives Manifold Awareness Education Create awareness Create interest through information Radio Print Outdoor Search Marketing Direct mail & response Television Image Direct response Maintain brand Cycle of trial, purchase, and repeat Confidential © 2012 Foetron Inc.
  • Changing Market Landscape Where Are We Today…and Where Are We Going? Today $ Digital Media Non-Digital Media 1995 2007 2050? Confidential © 2012 Foetron Inc. 13
  • Effectiveness of Paid Search (mainly AdWordsdominated) SALES emailsearch 4% 3% Yellow Pages 12% Banner Ads 14% Direct Mail 67% Confidential © 2012 Foetron Inc.
  • Google Network Confidential © 2012 Foetron Inc.
  • The Google Network Google: #1 search engine: Search partners: Thousands of Content partners: Confidential © 2012 Foetron Inc. 16
  • How Google AdWords help ? Connect with Connect with Connect with Consumers Consumers Consumers When They Search When They When They Pursue Research Interests with Google’s with Google’s with Google’s Search Solutions Content Network Site TargetingReach customers Online -three advertising points with Google AdWords Confidential © 2012 Foetron Inc.
  • Agenda • What are an AdWords? • Market scenario landscape • How AdWords works – understanding AdWords • What Google says • Cost estimation and payment • Getting Started • Best Practices • Concerns • Sample Case Studies • Sources and references Confidential © 2012 Foetron Inc.
  • Understanding AdWords Confidential © 2012 Foetron Inc.
  • Understanding AdWords technicalitiesThere are some terms required to understand the working of AdWords.Keywords: Ads are continuously matched to Internet users’ interests based on yourkeywords. Use keyword match types to your advantage • Broad Match • Phrase Match • Exact Match • Negative keywordURL’s: Two types of URL’s are used in an AdWords namely; • Display URL • Actual URL Confidential © 2012 Foetron Inc.
  • Display URL vs Destination URLThe Display URL is the URL that The Destination URL, is theappears below your ad text when specific location within your siteyour ad is shown. The Display URL where you’d like to take a usershould be no longer than 35 that has clicked on your ad.characters and is often the same It does not have to match theURL as a site’s homepage. display URL, but should be in the same domain.(e.g. www.foetron.com). (e.g. www.foetron.com/cloud). Confidential © 2012 Foetron Inc.
  • Broad Match Keywords• Broad match • Keyword: • buy flowers • May show for these queries: • buy flower • buy red flowers • flowers buy • new york buy flowers • buy tulips Confidential © 2012 Foetron Inc.
  • Phrase Match Keywords • Phrase match • Keyword: • “buy flowers” • May show for these queries: • where can I buy flowers • buy flowers in new delhi • But not for these queries: • buy red flowers (there is an extra word in between) • flowers buy (the words are reversed) • buy flower (this is the singular) • Buy tulips (the words are different) Confidential © 2012 Foetron Inc.
  • Exact Match• Exact match • Keyword: • [buy flowers] • May only show for the query: • buy flowers • Buy Flowers (capitalization doesn’t matter) Confidential © 2012 Foetron Inc.
  • Negative Keywords• Negative match • Keyword: • -cheap • Your ad will never show for these queries: • Buy cheap flowers • Cheap flowers in New York Confidential © 2012 Foetron Inc.
  • Advanced Match Types• Single word phrase match • Only show my ad when the query contains my keyword • E.g. “flowers” may show for “buy flowers” but NOT “floral arrangements” or “tulips”• Negative exact match + Broad match • Only show the ad for variations of my keyword • E.g. “flowers” and –[flowers] may show for “flowers delivered” but not “flowers” Confidential © 2012 Foetron Inc.
  • Dynamic Keyword Insertion• Improve the CTR of your ads by making the ad text more relevant to the keyword Keyword: • ‘flower delivery new york’ Ad Text: • {keyword:flowers} -> flower delivery new york • {Keyword:flowers} -> Flower delivery new york • {KeyWord:flowers} -> Flower Delivery New York• Flowers is the default inserted keyword• Keyword is inserted but NOT the query• Can also be used in the destination URL Confidential © 2012 Foetron Inc.
  • Search Query Performance Report Select the correct match type (i.e. broad, phrase, exact, 1 or negative) for your existing keywords 2 Identify new keywords to add to your account 3 Identify existing keywords that should be deleted Confidential © 2012 Foetron Inc.
  • Agenda • What are an AdWords? • Market scenario landscape • How AdWords works – understanding AdWords • What Google says • Cost estimation and payment • Getting Started • Best Practices • Concerns • Sample Case Studies • Sources and references Confidential © 2012 Foetron Inc.
  • What GoogleSays about AdWords Confidential © 2012 Foetron Inc.
  • How it worksYou create your adsYou create ads and choose keywords, which are words or phrases related to yourbusiness. Get keyword ideasYour ads appear on GoogleWhen people search on Google using one of your keywords, your ad may appearnext to the search results. Now youre advertising to an audience thats alreadyinterested in you.You attract customersPeople can simply click your ad to make a purchase or learn more about you. Confidential © 2012 Foetron Inc.
  • Reach more customersExpand your reach through the Display NetworkWith hundreds of thousands of high-quality websites, news pages, and blogs that partner with Google to display AdWordsads, the Google Display Network can reach users all over the web to help you drive conversions. Choose from text, image, andvideo formats to communicate your message.Target the right user in the right contextUsing your keywords, Googles contextual targeting technology can automatically match your ads to webpages in our DisplayNetwork that are most relevant to your business. For example, an ad for a digital camera may show up next to an articlereviewing the latest digital cameras. If you want greater control, use placement targeting to hand-pick specific sites or sectionsof sites you want your ads to appear on.Measure and optimize your resultsWith the Placement Performance Report, you have visibility into where all your ads appear. Review your ads performance ona site-by-site basis to see impression, click, cost, and conversion data, and use this data to identify well-performing sites totarget more aggressively and low-value placements that require content optimization or exclusion. Confidential © 2012 Foetron Inc.
  • Even more comfortTarget your ads locallySet your ads to appear only to people searching in a particular city, region orcountry. Now its easy to target online customers within 20 miles of your front dooror across the world.Show your address with your adsHelp potential customers find you by showing a business address or phone numberwith your AdWords text ads. You can show your location to people searching forlocal information on Google.com and on Google Maps.AdWords ExpressAre you looking to advertise your storefront or business location only on GoogleSearch and Google Maps? With AdWords Express your ad only takes minutes to setup and everything is managed automatically for you. Confidential © 2012 Foetron Inc.
  • Agenda • What are an AdWords? • Market scenario landscape • How AdWords works – understanding AdWords • What Google says • Cost estimation and payment • Getting Started • Best Practices • Concerns • Sample Case Studies • Sources and references Confidential © 2012 Foetron Inc.
  • Cost Estimation Confidential © 2012 Foetron Inc.
  • Costs and PaymentsConcerned about costs? Dont worry – AdWords puts you in complete control of yourspending.Set your budget• Theres no minimum spending requirement – the amount you pay for AdWords is up to you.• You can, for instance, set a daily budget of five dollars and a maximum cost of ten cents for each click on your ad.Avoid guesswork• We provide keyword traffic and cost estimates so you can make informed decisions about choosing keywords and maximizing your budget. (Estimate keyword costs)Pay only for results• Youre charged only if someone clicks your ad, not when your ad is displayed.• Payment options vary by country and currency. Confidential © 2012 Foetron Inc.
  • Paying for AdWords• When it comes to paying for AdWords, youve got many choices. But you only need to keep two things in mind when setting up your billing information:• How you pay (payment settings): This is how you make your payments. With AdWords, you can make payments before your ads show (manual payments) or make payments after your ads show, and have those payments made automatically (automatic payments). Some businesses are also eligible for a Google credit line (monthly invoicing).• Your form of payment: This is what you use to pay your costs, such as a credit or debit card. A form of payment might be one thats available only in your country and the currency youve selected for your account. Confidential © 2012 Foetron Inc.
  • How you pay (payment settings) There are three modes of payment you can choose from : • Automatic payments (pay after your ads run) • Youre charged only after youve accrued advertising costs. • Manual payments (pay before your ads run) • you make a payment to your AdWords account before your ads run. • Monthly invoicing (pay using a credit line) • With this setting, well provide you a line of credit for your advertising costs. You then pay for those costs -- according to terms and conditions that youve agreed to -- using a check or wire transfer. Confidential © 2012 Foetron Inc.
  • Forms of PaymentA form of payment could be : • debit card • debit card • bank account, or • transfer of money to Google.• Every country offers different ones.• You should be sure to explore the available forms of payment and payment minimums for your location. Confidential © 2012 Foetron Inc.
  • Agenda • What are an AdWords? • Market scenario landscape • How AdWords works – understanding AdWords • What Google says • Cost estimation and payment • Getting Started • Best Practices • Concerns • Sample Case Studies • Sources and references Confidential © 2012 Foetron Inc.
  • Getting Started with AdWords Confidential © 2012 Foetron Inc.
  • AdWords Start Page Step 1: Go to adwords.google.com When you reach the Google AdWords page, simply click the button to begin The sign-up process usually takes about 15 minutes You can read more about the benefits of AdWords and how it works on this page as well Confidential © 2012 Foetron Inc. 44
  • Choose Your Edition Step 2: Choose Your Edition For this presentation we will walk you through the Starter Edition sign-up process Starter Edition has a simplified sign-up and set-up process for new AdWords advertisers You will have simplified keyword selection, ad copy writing, and campaign/local targeting You can always graduate to the Confidential © 2012 Foetron Inc. Standard Edition at any time45
  • AdWords Account completion Your AdWords account has been created Next step: Create your first ad campaign. Your ad wont run until you submit your billing information. Here, you need to Sign into your account. Confidential © 2012 Foetron Inc.
  • Create an campaign Confidential © 2012 Foetron Inc.
  • Setup your campaign. STEP : Setup your campaign : Fill in the details of your AdWords campaign in the provided form and complete the campaign by clicking he “SAVE AND CAMPAIGN” Confidential © 2012 Foetron Inc.
  • Step: Enter the Search and Display NetworksCreating an Ad. Here you specify your ad, how it looks and description of your ad. You also specify the description of the DISPLAY URL and DESTINATION URL You also see a preview of your Ad how it appears in the Google search pages as the Side Ad or Top Ad. Confidential © 2012 Foetron Inc.
  • Creating an Ad. Step: Enter the Search and Display Networks Here you specify some keywords that should attract your ad on the viewer’s search result page. Your entered keywords are matched with the user’s queries to set the priority of your ad. Your ad will be more effective if your keywords are directly related to your ad. More specific key phrases and keywords will lead to better leads Confidential © 2012 Foetron Inc.
  • Step: Enter the Search and Display NetworksCreating an Ad. Here your Ad’s placements determine where your ads run on the Display Network. You can enter as many placements as you like, one per line. After this, we can conclude the Ad creation step by clicking “SAVE AND CONTINUE TO BILLING” Button if we want to do billing now, or we can choose to “SET BILLING LATER” Confidential © 2012 Foetron Inc.
  • Complete by paying Select a form of payment You can use direct debit or credit card Confidential © 2012 Foetron Inc.
  • Campaign structure Confidential © 2012 Foetron Inc.
  • Agenda • What are an AdWords? • Market scenario landscape • How AdWords works – understanding AdWords • What Google says • Cost estimation and payment • Getting Started • Best Practices • Concerns • Sample Case Studies • Sources and references Confidential © 2012 Foetron Inc.
  • Best Practices Confidential © 2012 Foetron Inc.
  • Best PracticesHere are some key tips for successful campaigns Google recommends: Confidential © 2012 Foetron Inc.
  • Other good practices to make an adrewarding • Relevance is the key to a successful AdWords campaign • Keyword game play • Regional and Local Targeting • How do I write an effective Ad • Inter-capitalize Display URL • Include a Call to Action • Including Multiple Ads • Monitor Your AdWords Performance Confidential © 2012 Foetron Inc.
  • Relevance - key to a successfulcampaign Relevance is the key to a successful AdWords campaign Targeted Higher Ad Clickthrough Better Rates Conversions Good User More Qualified Experience Leads Confidential © 2012 Foetron Inc.
  • Regional and LocalTargeting •You can target ads so they appear only in locations of interest to you – your neighborhood, your service areas, your city or your state. Select from pre-defined Define the geographies OR area, customize the targeting Countries Within a defined radius Within defined borders Regions Cities Confidential © 2012 Foetron Inc. 59
  • How do I write an effective Ad• Ad text distinguishes you from the competition• Communication, appearance, and style are important• Be persuasive and informative• First thing the user sees Confidential © 2012 Foetron Inc.
  • Inter-capitalize Display URL Inter-capitalizing your display URL may make your ad stand out more and lead to better clickthrough rates Confidential © 2012 Foetron Inc. 61
  • Include a Call to Action Examples: get info, research here, download free white paper, order our catalog, buy now, save money Avoid meaningless slogans and gimmicky language Click Here Visit Us Confidential © 2012 Foetron Inc. 62
  • Including Multiple Ads Use multiple ads to test messages and see which on works best Confidential © 2012 Foetron Inc. 63
  • Monitor Your AdWords Performance• The AdWords interface lets you monitor the performance of each ad that you are running, as well as your overall performance• With AdWords, you always know how your ads—and marketing budget—are performing Confidential © 2012 Foetron Inc.
  • Optimizing AdWordsPerformance  Test performance using data Google provides (and your own) and tweak your campaign accordingly  Common metrics: Impressions (exposure), clicks (“traffic”), click-through rate (CTR), cost per click (CPC), conversion, ROI  Relevant keywords in tight ad groups  Grow KW lists: misspellings, singular/plural, concatenating terms  Google, Yahoo, 3rd-party KW tools e.g. WordTracker  Creative that is informative, uses dynamic KW insertion in headline, employs call to action or good ol’ “Free,” scans nicely (no awkward line breaks)  Run multiple creatives with different messaging  Appropriate landing page Confidential © 2012 Foetron Inc.
  • Agenda • What are an AdWords? • Market scenario landscape • How AdWords works – understanding AdWords • What Google says • Cost estimation and payment • Getting Started • Best Practices • Concerns • Sample Case Studies • Sources and references Confidential © 2012 Foetron Inc.
  • Concern – Click Fraud Confidential © 2012 Foetron Inc.
  • Click FraudClick fraud is a type of Internet crime that occurs in pay per click online advertising when aperson, automated script or computer program imitates a legitimate user of a web browserclicking on an ad, for the purpose of generating a charge per click without having actualinterest in the target of the ads link.Click fraud is the subject of some controversy and increasing litigation due to the advertisingnetworks being a key beneficiary of the fraud.Solution• Proving click fraud can be very difficult, since it is hard to know who is behind a computer and what their intentions are.• Often the best an advertising network can do is to identify which clicks are most likely fraudulent and not charge the account of the advertiser.• Even more sophisticated means of detection are used, but none are foolproof. Confidential © 2012 Foetron Inc.
  • Agenda • What are an AdWords? • Market scenario landscape • How AdWords works – understanding AdWords • What Google says • Cost estimation and payment • Getting Started • Best Practices • Concerns • Sample Case Studies • Sources and references Confidential © 2012 Foetron Inc.
  • Sample Case Studies Confidential © 2012 Foetron Inc.
  • Case Study - Onvia (PPC)Business ChallengeSmall scale success with Google-onlysearch. Didn’t have the resources orinternal skill set to drive program to thenext level.The SolutionMajor keyword expansion. Learned“language of the verticals” and reorganizedthe program architecturetargeting these verticals. Rigorous &methodical copy testing and optimizedlanding pages by keyword theme.ResultsIn six months lead volume went up1000%+(100 to 1,000s). PPC budget wasraised from under $5K/month to $30K+based on results. CPA achieved new lows. Confidential © 2012 Foetron Inc.
  • Case Study – Concur (PPC)Business ChallengeExpense tracking software provider saw anopportunity to take advantage of newlyenacted legislation as a revenue stream. Todo this they needed to explore new waysto leverage interactive media.The SolutionDeveloped comprehensive keyword listtargeting Sox compliance, pain points &needs. Leveraged existing white paperspositioning them as offers supported bysynchronized ad copy, landing pages, andexhaustive testing.ResultsIn four months lead volume went up 4X(100’s+per month) while cost per leaddropped 70% Confidential © 2012 Foetron Inc.
  • Agenda • What are an AdWords? • Market scenario landscape • How AdWords works – understanding AdWords • What Google says • Cost estimation and payment • Getting Started • Best Practices • Concerns • Sample Case Studies • Sources and references Confidential © 2012 Foetron Inc.
  • Sources and References Confidential © 2012 Foetron Inc.
  • References • Google.com • Wikipedia.com • Seoza.com • Pointit.com • Riana.org • Meetup.com • Trafficpullz.com • Nten.org • penn-librarian-space.wikispaces.com Confidential © 2012 Foetron Inc.
  • Sushen JamwalMail: sushenjamwal@gmail.comTel: +91-9958867605Company: Foetron Inc.Credits: Sandeep Confidential © 2012 Foetron Inc.