Ever wondered why your website doesn’t get more views? Google can be both your nemesis and your best friend. If your website is anywhere but on the first page of Google, you might as well not exist. This PPT tells you how to empower your business by increasing your visibility on relevant Google searches.

1. THE 2014
GOOGLE ADWORDS
GUIDE
A Publication of ET Medialabs

2. WHY SHOULD I USE GOOGLE ADWORDS?
What Are The Benefits Of Using Google Adwords?
Google Adwords offers numerous advantages :
• Reach Your Customers When
They Want You To
• Reach Your Local Customer
• Show Your Location
• Show your Contact Information
• Highly Targeted Searches
• Continuously Improve Your
Results
• Follow Your Customer with
Retargeting
• Choose Where Your Ad Is Seen
• Get Measured Results
• Control Your Own Budget
• Run Multiple Campaigns For Your
Marketing Needs
A Publication of ET Medialabs
Get in touch : +91-9910192202

3. HOW DO I START WITH MY CAMPAIGNS?
How Should I Plan My Google Adwords Campaigns?
If not properly planned, Google advertising can be pretty daunting. Here are 10
simple questions that will make your PPC advertising a success.
• What are my competitors doing?
• What’s my budget?
• What is my time frame?
• How Am I going to measure my
results?
• What is my offer?
• What is my target market?
• What are my customers searching for?
• What do I want out of my Ad
campaigns?
• What do I want my customer to do?
• How will I Get my customers to take
action?
A Publication of ET Medialabs
Get in touch : +91-9910192202

4. HOW TO CHOOSE THE RIGHT KEYWORDS?
How Should I Make a Right Choice On The Keywords?
Keywords are one of the most important aspects of a successful Google ad
Campaign. Here are 9 simple steps you can act on right now to increase your
keyword results.
• What makes A Good keyword?
• Think like Your customer
• Be specific
• How well coordinated Are Your Words?
• Think outside the box
• How many keywords do I need?
• Should I use the keyword planner?
• Use negative keywords
• Understand matching options
A Publication of ET Medialabs
Get in touch : +91-9910192202

5. WHAT IS A GOOGLE ADWORDS AD COPY?
How Can I Hit The Bull’s Eye With My Ad Copies?
A Google Adwords Ad Copy is is what you write to entice searchers to click on your
ad. Writing an effective Google ad is an art form. But you too can make ads that
get click-throughs and results.
Essentials Of A Google Adwords Ad Copy :
HEADLINE- Your Headline is what shows at the top of your ad..
DISPLAY URL- Your Display URL is what searchers see as the page you’re enticing
them to visit.
Description line 1 and description line 2 - You have 35 characters per line for the
‘body’ of your ad Copy
A Publication of ET Medialabs
Get in touch : +91-9910192202

6. WHAT IS A GOOGLE ADWORDS AD COPY?
How Can I Hit The Bull’s Eye With My Ad Copies?
Build trust to gain clicks : Like any good marketing campaign, you need to build trust
with your prospective consumer.
Here are a few tips to help you increase your Ad Copy Trust
• Use your top keywords
• Use a relevant display URL
• Be clear and up-front
• Use Dynamic Keywords
• Keep Your CTA Short, Focused And Actionable
• Try to promote a Benefit, Not a Product
• Use Ad extensions
A Publication of ET Medialabs
Get in touch : +91-9910192202

7. HOW DO I SHOW MY COMPETITIVE ADVANTAGE?
How Can I Stand Out From My Google Ad Copies?
Your ad needs to stand out against your competitors.
Here are a few tips to improve your Google ad Copy USP:
• Search your competitors
• Think Like Your Customer
• Be Specific
• Check Your Grammar And Spelling
• Use punctuation (when you can)
• Review your Ad preview
A Publication of ET Medialabs
Get in touch : +91-9910192202

8. HOW CAN I INCREASE ROI FROM ADWORDS?
Are There Any Tactics To Improve My ROI?
Here are three simple tactics you can use, that will let you get back to running your
business - and drive traffic from your ads:
Improve your keyword Quality score - The higher your score, the better your ads will
perform, and the lower your cost-per-click.
Monitor your performance and optimize your bids - Track your ROI, and determine
what is getting you the best results for the lowest cost
Adjust your keyword bids: Increase your Max. CPC on keywords that are getting you
results. Decrease your Max. CPC on keywords that aren’t performing as expected.
A Publication of ET Medialabs
Get in touch : +91-9910192202

9. WHAT IS THE SCIENCE BEHIND A/B SPLIT TESTING?
What Is The Essential Know-How of A/B Split Testing?
What is A/B Split Testing?
• It is a way to determine what gets your ads the best results.
• It is testing out, for example, your Call-to-action like “buy This” and “Get Yours
now”, and to figure out what your customers respond to best
• The more positive a response, the higher your ROI.
A Publication of ET Medialabs
Get in touch : +91-9910192202

10. WHAT IS THE SCIENCE BEHIND A/B SPLIT TESTING?
What Are The Essential Know-How
How can I run a campaign using this technique?
Here are a few steps to run a simple A/B Split test for your campaigns:
• Make two ads in a Google ad Group.
• Choose a variable to test (say, your Headline).
• Set up your metrics to measure results (in this case sales conversions).
• Write two different variations (in this case, Headlines) in your two ads.
• Name your ads something like “ad1” (the control) and “ad2” (the variation).
• Run the ads simultaneously, for a certain time, say, one week.
• Track your “A” and “B” results.
A Publication of ET Medialabs
Get in touch : +91-9910192202

11. WHAT IS THE SCIENCE BEHIND A/B SPLIT TESTING?
What Are The Essential Know-How
A few more top AdWords components to test include:
• Your offer
• Punctuation and capitalization
• Wording your competitive advantage
• Location targeting
• Ad extensions
• landing Page Destination URL
• Ad Group Keywords
• Device targeting
• Time of day
A Publication of ET Medialabs
Get in touch : +91-9910192202

12. TYPICAL ERRORS MADE BY NEW ADWORDS
ADVERTISERS
Following are a few typical errors of which advertisers should be beware of :
• Tracking only through adwords
conversion tracking
• Too few ads per ad group
• Wrong campaign settings
• Too many keywords per ad group
• Not enough ad groups
• Ads too generic
• Having search & display networks in
same campaign
• Choosing wrong landing page
• Not using all the 3 match types
• Not using location based targeting
• Not optimally using ad extensions
• Not placing keywords in the
appropriate ad groups
A Publication of ET Medialabs
Get in touch : +91-9910192202

13. CONCLUSION
Google can be both your nemesis and your best friend. If your website is anywhere
but on the first page of Google, it might as well not exist.
Download our e-book for free now to find out how to :
• Attract Customers on Google
• Understand Google Ad Terms
• Plan your Google Ad Campaign
• Know What Keywords To Use
Click here to download our free ebook
A Publication of ET Medialabs
Get in touch : +91-9910192202

14. ABOUT ET MEDIALABS
 India’s leading Online Ad Technology and Analytics company.
 Inhouse Tool & algorithms.
 Guaranteed 30% better ROI on your digital campaigns.
 Fifty Plus Clients in less than two years.
 Performance based Pricing Model.
 An IIT Alumni Venture.
 Know More @ http://etmedialabs.com .
Contact: Sakshi Bhalla - +91 9910192202
sakshi@etmedialabs.com
A Publication of ET Medialabs