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Google Adwords

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  • Here I have a Google Adwords UK country coupon code 6LCK6-6DKQW-JY9N for more country specific coupon code so try- www . freevouch . com
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  • This is quite helpful for the beginners but now Google has modified his whole adwords marketing system. But for the beginners I like to suggest try to work under the experts and always look for coupon codes.
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  • 1. A INDM Project On Submitted To: Prof. SUSHIL CHAURASIA Submitted By: CHANDAN PAHELWANI - 11047 NIKUNJ GAJARA - 11046 LEENA CHELLANI - 11015 RINKU SALAT - 11068TOLANI INSTITUTE OF MANAGEMENT STUDIES Page 1
  • 2. INDEXSr. 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 TOLANI INSTITUTE OF MANAGEMENT STUDIES Page 2
  • 3. “GOOGLE” & “GOOGLE ADWORDS”Google is one of the largest companies in the world. To this day, morethan 98% of Google‟s enormous annual revenues are derived fromadvertising. Most of that is those tiny little text boxes you see nearsearch results on Google Search, or around the web.Google AdWords is Googles main advertising product and main sourceof revenue. Googles total advertising revenues were USD$28 billion in2010. 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-mediaads. The AdWords program includes local, national, and internationaldistribution.Sales and Support for Googles AdWords division in the United States isbased in Mountain View, California. Engineering for Google AdWordsis based in Mountain View, California.Google AdWords uses a paid search advertising model, in which usersbid on the keywords they want to have trigger their sponsored ads.AdWords ads are then displayed alongside search results on Googlewhen someone uses one of the keywords in the search query. TOLANI INSTITUTE OF MANAGEMENT STUDIES Page 3
  • 4. POSITION OF GOOGLE ADWORDS AND GOOGLE SEARCH RESULTS Search Query: ‘flowers’ AdWords Ads Google Search ResultsTOLANI INSTITUTE OF MANAGEMENT STUDIES Page 4
  • 5. 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 TOLANI INSTITUTE OF MANAGEMENT STUDIES Page 5
  • 6. 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. TOLANI INSTITUTE OF MANAGEMENT STUDIES Page 6
  • 7. IMPORTANCE OF GOOGLE ADWORDSGoogle is the largest search engine on the Internet, and to use theInternet as a profit-making source, one needs to use Google. The moresmartly you use it, the more benefits you will reap. Google AdWordsmakes your marketing task a whole lot easier by bringing huge per clicktraffic through the use of proper keywords. When these keywordsconvert to business and sales, the traffic driven from Google AdWords isconverted to profit. Many factors contribute to Google AdWords‟success as a method for Web sites to earn profit. Keywords are searchterms or strings of search terms that when put in the search box showresults relevant to that search. For example, a person searching for “CATexam” will get, say, 1000 search results in the search engine, and theuser can click on any of the items to view the results and details.However, the top search results that come through Google AdWordshave greater chances of visits. On the other hand, Google ads appearingin relevant Web sites, such as “e-learning materials” showing in onecorner of an educational Web site, have a greater chance of gettingvisitors through them. Both these situations come along with the GoogleAdWords Campaign. Thus, this campaign is of great importance inbringing relevant clicks and visits to one‟s site. TOLANI INSTITUTE OF MANAGEMENT STUDIES Page 7
  • 8. Google AdWords‟ location targeting enhances the importance of thecampaign all the more. Location targeting is one of the most importantand useful components of implementing a successful Pay-Per-Click(PPC) campaign. This determines in which location a particular adcampaign will be shown and thus one can customize ad displays perlocation. It also disables locations where the ads need not be displayed.These features that come along with the Google AdWords campaignhighlight its importance for e-business.Now, after highlighting the importance of Google AdWords, let‟s focuson the reasons behind its use for a successful campaign.Here are 10 reasons why you can use Google AdWords:1) Small Initial InvestmentThis is the major reason why Google AdWords is so popular. GoogleAdWords comes with a small initial investment. You need to pay only asmall amount to create an AdWords account; thereafter you can bid onthe best keywords. After creating the Google AdWords account andreleasing the content, the payment is billed after every click. Therefore,with each click, a certain amount is billed and if no click happens, noamount is billed. TOLANI INSTITUTE OF MANAGEMENT STUDIES Page 8
  • 9. In such a case, Google AdWords comes with assured clicks, andpayment is billed only against clicks. Thus, there is no loss if keywordsgenerated are perfect.2) Defining BudgetThis is another important reason why Google AdWords is used. You canset your own budget with Google AdWords and monitor your budget,thereby reducing any overspending. After the account is created, the bidfor any keyword is independent of choice. Therefore, any keyword thatperforms well can be bid high for better results. And a keyword thatdoes not perform well and does not bring any profit to the site can beremoved from the campaign. Also, keywords that bring more clicks butless conversion can be removed or bid with a reduced amount. You canalso control your budget during a crisis. At times, when a site is down, abid can be reduced in order to control the defined budget. Thus, definingthe budget becomes another essential reason behind the use of GoogleAdWords. TOLANI INSTITUTE OF MANAGEMENT STUDIES Page 9
  • 10. 3) High Return On InvestmentGoogle AdWords comes with a Return of Investment (ROI). This meansyou need to pay Google per click, which suggests your investment isreturned against assured business. Google AdWords increase clickthrough rates and visits; therefore, there is a greater chance of business.Now, by following some other rules such as generating the bestconverting keywords, effective bidding, a fast loading site, and so on,these clicks can be converted into profitable business. Therefore, GoogleAdWords ROI makes people pay only for business and profit, so evidentloss can be controlled.4) Target TrafficThis is another important and very useful aspect of Google AdWordsthat serves as a major reason behind the use of the Google AdWordscampaign. By using this, you can bring targeted traffic directly to a Website. As ads are displayed along with a defined title and description, aserious audience will end up clicking these links and taking a further callto action. Thus, Google AdWords serves as an effective way of bringingtraffic to your online business. This target traffic can be defined as perlocation and places as well. There are options through which you canspecify a definite keyword for a specific location. TOLANI INSTITUTE OF MANAGEMENT STUDIES Page 10
  • 11. 5) Test Marketing CampaignsThese campaigns are another major reason why you can still use GoogleAdWords. Test Marketing Campaigns means using different types of adsfor different keywords. If a certain ad campaign fails, you can use adifferent campaign with a different title line and description. Forexample, the first marketing campaign can be tested with an exactmatch, then a phrase match of the keyword, and so on. Such flexibilityin a marketing campaign makes Google AdWords more usable. You cantest marketing campaigns many times without paying anything extra.Thus, you get many chances to experiment with the right title line anddescription for display ads. The same goes for having keywordsincluded. While good performing keywords can be bid high, lowperforming keywords can be bid lower or removed from the marketingcampaign. Thus, you get enough tests to experiment with marketingcampaigns, which serves as a major plus point for using GoogleAdWords. TOLANI INSTITUTE OF MANAGEMENT STUDIES Page 11
  • 12. 6) Instant trafficThis is one of the most important reasons why you can still use GoogleAdWords. Google AdWords bring instant gratification or traffic to one‟sWeb site. On-page optimization and off-page optimization is veryimportant for bringing traffic to one‟s online Web site. However, allmeasures such as link building, on-page optimization, and so on do notcome with assured traffic brought by Google AdWords. GoogleAdWords showcases relevant ads in relevant sites and also at the top ofsearch pages, which increases the chances of clicks and visits, whichlater convert to business. Google AdWords brings instant traffic to a site,which would otherwise take a much longer time and require greaterinvestment. Thus, as it comes with instant gratification against a certaininvestment, it becomes an effective way of bringing immediate traffic toa Web site, which translates into a profitable and successful business. TOLANI INSTITUTE OF MANAGEMENT STUDIES Page 12
  • 13. 7) Tracking successBy using Google AdWords, you can track your success and takeeffective measures when required. You can use Get Clicky or GoogleAnalytics to track the reports of the Google AdWords campaign againstkeywords. This allows you to decide on their future steps with regard toa certain keyword or marketing campaign. Suppose a keyword or acampaign is performing well; you can track its report and place itprominently with a high bid in future to increase traffic towards a profit-making business. On the other hand, a keyword or a campaign that failsto bring expected traffic can be removed for future usage. Thus, you cantrack success and failure in real time and decide on calls to action forfuture marketing.8) Targeting ads locallyGoogle AdWords offers location targeting for display ads. You canspecify definite display ads for certain locations, which will enable thoseparticular ads to display exclusively to a particular location. Thisenhances the effective use of Google AdWords as it allows you to reachbrowsers at local, national, and international level. You can alsocustomize ads in the local language to make them more useful andprominent for a particular location. TOLANI INSTITUTE OF MANAGEMENT STUDIES Page 13
  • 14. For example, ads that will be displayed in France can be customized inFrench, which will have a direct impact on a French audience. Bycustomizing your ads, you can focus on a targeted geographical audiencewith focused goals, which will give you a greater chance of gettinginstant traffic and business.9) Suggested high volume keywordsGoogle AdWords does not just display ads, but also suggests high-volume keywords for an ad campaign that will convert to purchases anda profitable business. High-volume keywords are those that are searchedthe most, so including them prominently in the ads, title lines, and in thedescription improve the click rates for the ads. High- volume keywordscan be included keeping in mind the competition. Also, as phrasematches for keywords work better; such search terms can be included forthe ads and the campaign to be more relevant. TOLANI INSTITUTE OF MANAGEMENT STUDIES Page 14
  • 15. 10) Improves hands-on experienceBy using the Google AdWords campaign, Web sites get instant traffic orgratification and therefore soon become effective direct marketers. Usersperceive these sites as popular, and therefore are likely to click on thesite for another purchase decision without giving it a second thought.Also, marketing through the PPC ad platform levels the playing fieldsfor people and their competition. It gradually increases the value of thesite and takes the business to a level of brand. Thus, the feature ofimproved hands-on experience makes Google AdWords more relevantfor users aiming to generate profit from their Web sites.These are the top 10 reasons why you can use Google AdWords to bringeffective traffic and business to your site. All these featuresaccompanying Google AdWords make this campaign more effective anduseful and thus increase its use among those who maintain Web sites tobring instant and targeted traffic to their Web sites. These features alsospecify that Google AdWords, if managed efficiently, can be used as aperfect tool for increasing Web site traffic and running a profitable e-business. TOLANI INSTITUTE OF MANAGEMENT STUDIES Page 15
  • 16. BASIC PRODECURE OF CREATING GOOGLE ADWORDS CAMPAIGNGoogle Adwords identifies the number of searches for specific words orkey phrases. If you go to the keyword tool and search for "onlinecourses", "practice test" and "e-learning," youll get information aboutthose keywords as well as many other related terms. Google Adwordsallows you to select relevant keywords related to your site, and to bid onclicks. For instance, if your website is about IT Certification, you couldbid on the keywords certification, practice test, exam etc. When a visitorsearches for something on the web and your keyword matches with thesearched keyword or keyword on that page, then possibly your ad willappear 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. TOLANI INSTITUTE OF MANAGEMENT STUDIES Page 16
  • 17.  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. TOLANI INSTITUTE OF MANAGEMENT STUDIES Page 17
  • 18. 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, lets 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 whats 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). TOLANI INSTITUTE OF MANAGEMENT STUDIES Page 18
  • 19. DETAILED STEP-BY-STEP PROCESS FOR A SUCCESSFUL GOOGLE ADWORDS CAMPAIGNOnce you‟ve gotten started on Google AdWords, there arethreeactivities that require your attention to improve your adperformance even more over time. They are: 1) Organizing Your Account 2) Picking the Right Keywords 3) Writing Targeted Ads(1) Organizing Your AccountOrganization gives your account a solid framework, making it easier todetermine 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 needsBefore you start building your campaigns, it‟s important to develop aplan for your AdWords advertising. Think hard about your business andwhat you want to accomplish with your ads. TOLANI INSTITUTE OF MANAGEMENT STUDIES Page 19
  • 20. For every campaign you create, you get to choose a budget, pick whereyour ads appear geographically (within a specific country, city, or withina custom-created area that you specify), and select where your adsappear online (on search pages, content pages, or both). Step 2:Stick to one goal per campaignOnce you know what you want to do with your AdWords campaigns,it‟s time to put your plan into action. It is suggested thatyou separatecampaigns by theme or product line or use the same structure for yourcampaigns as you do for your website.Remember to keep your audience in mind. Target only the locationswhere you offer services, and target the language in which your ads arewritten. If you have an international audience, split your campaigns bycountry. Finally, give each campaign an appropriate name – such as itsgoal. This makes tracking and editing your campaigns much easier lateron. TOLANI INSTITUTE OF MANAGEMENT STUDIES Page 20
  • 21.  Step 3: Split each campaign into ad groupsAd groups let you segment your campaigns into multiple parts toachieve even greater focus and simplicity. Just like campaigns, each adgroup should have one common theme – for instance, focusing on asingleproduct or service that you offer. This makes it simpler to createfocused, effective keywords and ads. You should be able to come upwith at least three ad groups per campaign.(2) Picking the Right KeywordsKeywords are the guts of your ad campaign. They set the entireadvertising process in motion. If users are looking for your product orservice, they‟ll find you more quickly if you‟ve chosen the rightkeywords. Step 1: ExpandYour first step is to come up with as many keywords relating to yourcampaign as possible. What words would someone search for onGoogleto find your product or service? Try writing down every keywordthatcomes to your mind. You can refine your list later. TOLANI INSTITUTE OF MANAGEMENT STUDIES Page 21
  • 22. Get help building your keyword list from the Keyword Tool(http://www.google.com/adwords/keywordtool). Use it to generateadditional keyword ideas by entering a keyword or the URL of any webpage that‟s relevant to your business. Don‟t worry about capitalizationAdWords is not case sensitive. Step 2: GroupNext, move your keywords into the ad groups where they‟re mostrelevant. Remember to structure your ad groups in a way that makessense and is easy to track. The end result should make it easy for you towrite ads that correspond to the keywords being searched on. Step 3: RefineCut from your list, keywords that are too generic, irrelevant, or obscure.Also look to remove keywords that are too specific. Two and three wordkeyword phrases usually work best. You might also try keywordmatching to control how precise a user‟s search phrase must be to triggeryour ad on Google search pages. You have four matching options: broadmatch (the default type), phrase match, exact match, and negative match. TOLANI INSTITUTE OF MANAGEMENT STUDIES Page 22
  • 23. Broad Match reaches the most users by showing your ad whenever anyvariation of your keyword (such as beans for coffee or coffee roastbeans, when your keyword is coffee beans) is used in a search.Phrase Match narrows your reach by showing your ad only when thesearch term contains your keyword. If your keyword is chocolatecoffeebeans, for instance, your ad will show only on searches thatcontain that exact phrase, such as swiss chocolate coffee beans andchocolate coffeebeans dessert, but not on searches that alter the order ofthe words in your keyword, like coffee chocolate beans. You choose thisoption by putting your keyword in quotation marks; for example,“chocolatecoffee beans”.Exact Match narrows your reach even more by only showing your adwhen the search term is exactly the same as your keyword. If yourkeyword is coffee beans, for instance, your ad will show only onsearches for coffee beans. You choose this option by putting bracketsaround your keyword; for example, [coffee beans]. TOLANI INSTITUTE OF MANAGEMENT STUDIES Page 23
  • 24. Negative Match prevents your ad from showing when a word or phraseyou specify is part of a search term. If you specify cheap as a negativematch, for instance, your ad won‟t show for search terms such as cheapcoffee beans. You choose this option by putting a minus sign beforeyour keyword; for instance, –cheap.(3) Writing Targeted AdsThe text of your ad is what attracts potential customers to check out yourbusiness and the products and services you offer. Ads that convincepeople to click on them are clear, specific, and compelling. The idea isto “target” your audienceby convincing your customers that yourproducts or services are what they‟re looking for. Step 1:Create your headlineThe best headlines relate directly to the keywords being searched; thismakes an ad seem especially relevant to the searcher‟s interests. So it‟sbest to include one of your keywords in your headline. Plus, if any of thewords in the keyword that triggers your ad are present in your headlineor ad copy, they will appear in bold font in your ad. TOLANI INSTITUTE OF MANAGEMENT STUDIES Page 24
  • 25.  Step 2:Develop your description textThe description should convey both key details and benefits of yourproduct or service. It should also include a call to action. Keepeverything as short and simple as you can. To start, list the products orservices in a particular ad group that you‟re advertising (for example,gourmet coffee beans, specialty coffee). Then add the benefits (forexample, bulk discounts, free shipping). Finally, put it all together with acall to action, such as order now or join today. Step 3: Designate display and destination URLsThe display URL (the web address users see when they view your ad)doesn‟t have to be the same as your destination URL (where userslandwhen they click your ad). But it must be an actual URL for yoursite. Choose a destination URL that promotes the exact product orservice your audience is searching for, rather than your usual home page. TOLANI INSTITUTE OF MANAGEMENT STUDIES Page 25
  • 26. 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. TOLANI INSTITUTE OF MANAGEMENT STUDIES Page 26
  • 27. TRACKING TOOLS1) Click through RateThe clickthrough rate is the key metric to look at when measuring adperformance because it helps determine your Quality Score and it tellsyou if your ads are appealing to the people who are seeing them. Thismetric measures a percentage of how often people click on your ad afterseeing it. A high CTR – 1 percent or higher – means you have a relevantad that is connecting with people. A low CTR – less than 1 percent –means the ad isnt working for one reason or another. Ads with highCTRs should be retained, whereas ads with low CTRs should beremoved or modified.2) Google AnalyticsIt is a free hosted web analytics tool that provides useful data for websiteand marketing optimization. Site owners and marketers can useAnalytics to learn how people found their site, how they explored it, andhow to can enhance their visitor experience. You can access Analyticsfrom your AdWords account by clicking on the „Analytics‟ tab. TOLANI INSTITUTE OF MANAGEMENT STUDIES Page 27
  • 28. 3) Quality ScoreGoogle assigns a Quality Score to each of your keywords and uses it todetermine your ad rankings and how much you pay-per-click. Relevantadvertising gets a higher position on the search page and costs you less.The score reflects how relevant your ads, keywords and landing page areto people viewing your ad. A high Quality Score means your ads,keywords and landing page are all relevant to your target audience. Alow Quality Score means your ads, keywords and landing page arentstriking a chord with your target audience. Ads with high scores shouldbe retained, whereas ads with low scores should be removed ormodified.4) KeywordsKeywords are critical since they are the words or phrases that describeyour product or service that you use to help determine when and whereyour ad can appear. Therefore, you want to regularly monitor yourkeywords performance to determine which ones are meeting your goalsfor your ad campaigns. To do so, view your keyword performance for aspecific time period, or customize your AdWords statistics to trackkeyword performance by match type. You can also run a keyworddiagnosis to check your keyword Quality Score. TOLANI INSTITUTE OF MANAGEMENT STUDIES Page 28
  • 29. 5) Conversion TrackingThe conversion rate tells you how often someones click on your adresulted in a conversion – that is, that person going on to complete adesired action on your landing page. Such rates are important becauseideally 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 bydividing the total number of conversions by the number of ad clicks youreceived during the same time period. Use the Conversion Tracking toolto measure your conversion rates.6) ReportsAdWords offers a variety of reports you can use to measure and monitoryour account‟s performance. You can monitor which search queries aretriggering your ads, which websites drive the most traffic to yourbusiness, and which keywords yield the highest click-through rates. Youcan access the Report Center by clicking on „Reports‟ tab in yourAdWords account. TOLANI INSTITUTE OF MANAGEMENT STUDIES Page 29
  • 30. MEASURING QUALITY SCOREEvery time someone does a search that triggers your ad, GoogleAdWords calculate a Quality Score. To calculate this Quality Score,Google look at a number of different things related to the account, likethe following: Keywords past Click-Through-Rate (CTR): How often that keyword led to clicks on the ad Display URLs 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. TOLANI INSTITUTE OF MANAGEMENT STUDIES Page 30
  • 31. PAYMENT OPTIONSGoogle payment options are divided into two types: post-pay andprepay. One or both will be available depending on country andcurrency. Note that you wont be able to switch from a post-pay optionto a prepay option or vice versa, so be careful when you select apayment method as you set up your account.If you select a postpay option, youll make payments only after youaccrue advertising costs. Youll be billed 30 days after your last paymentor when your account costs reach your billing threshold, whichevercomes 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. TOLANI INSTITUTE OF MANAGEMENT STUDIES Page 31
  • 32. If you select a prepay option, youll pay for advertising in advance ofreceiving any clicks or impressions. You can add funds to yourAdWords account whenever you like, and googleadwords deducts costsfrom 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, youll make AdWordspayments by transferring funds from your bank account to Googles 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. TOLANI INSTITUTE OF MANAGEMENT STUDIES Page 32

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