SlideShare a Scribd company logo

Building adwords campaigns

Google adwords is one of the most popular internet marketing platforms in the world. Unfortunately, many people are missing out on potential ROI because there campaigns and ads aren't set up properly. This slideshare is a beginners guide to setting up adwords campaigns. There is some adwords keyword strategy discussed and some helpful tips on landing page optimization.

1 of 33
Download to read offline
BUILDING
ADWORDS
CAMPAIGNS
TONY PASSEY
WHAT IS GOOGLE
ADWORDS
An automated auction
Paid search, not organic
You choose relevant key words
• Search term: word or phrase
When a prospective customer searches using these
keywords, or something related to them, your keywords are
put into auction along with those of others
• Person with the highest quality score and the highest max bid
is listed first.
Ads appear as ―paid‖ search results or as ―sponsored links‖
HISTORY OF PAY PER
CLICK
February 1998 – PPC model presented at TED Conference in
California.

December 1999 - Google implemented search engine
advertising.

October 2000 - The Google AdWords system was introduced.

Early 2002 - PPC was introduced; until then, advertisements
were charged at cost-per-thousand impressions (CPM)
HOW GOOGLE
MATCHES ADS
Google scans millions of web pages using contextual
targeting technology to analyze content of various web pages
By looking at keywords and ad text in campaign, Google
identifies the main concept behind the advertising message
System automatically places the most relevant ads with the
most relevant pages
Remember: Google’s goal is to quickly and
correctly match the search with relevant results.
The better you are at helping Google with quality ads,
The higher your site will rank and the lower your
costs will be.
WHAT IMPACTS THE
QUALITY SCORE?
Historical Performance/Click Through Rate (CTR)

•
•
•
•
•

Account
Campaign
Ad Group
Keyword
Display URL

Relevance
•Landing Page (More on this later)
•Keyword to Ad / Ad Group
•Ad Group to Landing page
CPC
Just because you bid $1, you may not actually pay that much

Google discounts your price so you pay only $0.01 more than
is required for your add to appear before your closest
competitor
• Actual CPC =(Bid price of ad rank to beat)
(Your quality score)

+ $0.01

Recommended

How To Build A Google Adwords Campaign
How To Build A Google Adwords Campaign How To Build A Google Adwords Campaign
How To Build A Google Adwords Campaign Joel Warady
 
Google AdWords Overview
Google AdWords Overview Google AdWords Overview
Google AdWords Overview Saurabh Bhambry
 
MHVDM presents An Introduction to Google AdWords | Andy Groller and Paolo Vid...
MHVDM presents An Introduction to Google AdWords | Andy Groller and Paolo Vid...MHVDM presents An Introduction to Google AdWords | Andy Groller and Paolo Vid...
MHVDM presents An Introduction to Google AdWords | Andy Groller and Paolo Vid...MHVDM
 
Google Adwords Presentation
Google Adwords PresentationGoogle Adwords Presentation
Google Adwords PresentationAlexander Clark
 
Adwords Presentation
Adwords PresentationAdwords Presentation
Adwords Presentationbozzie84
 
Google AdWords Tutorial
Google AdWords TutorialGoogle AdWords Tutorial
Google AdWords Tutorialzcamusio
 
Google adwords ppt by sushen jamwal
Google adwords ppt by sushen jamwalGoogle adwords ppt by sushen jamwal
Google adwords ppt by sushen jamwalSushen Jamwal
 

More Related Content

What's hot

AdWords Academy Display Campaign/多媒體廣告優化
AdWords Academy Display Campaign/多媒體廣告優化AdWords Academy Display Campaign/多媒體廣告優化
AdWords Academy Display Campaign/多媒體廣告優化AdWordsGreaterChina
 
Google Adwords 101
Google Adwords 101Google Adwords 101
Google Adwords 101Coryon Redd
 
Set Up Your Google AdWords Campaign
Set Up Your Google AdWords CampaignSet Up Your Google AdWords Campaign
Set Up Your Google AdWords CampaignEight Trails
 
Google AdWords Introduction PPT - Swikrit Malik
Google AdWords Introduction PPT - Swikrit MalikGoogle AdWords Introduction PPT - Swikrit Malik
Google AdWords Introduction PPT - Swikrit MalikSwikrit Malik
 
Crash Course In Google Adwords
Crash Course In Google AdwordsCrash Course In Google Adwords
Crash Course In Google AdwordsBjarne Viken
 
Google AdWords - Campaign Management Reporting & Insights
Google AdWords - Campaign Management Reporting & InsightsGoogle AdWords - Campaign Management Reporting & Insights
Google AdWords - Campaign Management Reporting & InsightsTina Manyanya
 
Sem google ads & ppc c
Sem google ads & ppc  cSem google ads & ppc  c
Sem google ads & ppc cSeoSameer1
 
Google AdWords
Google AdWordsGoogle AdWords
Google AdWordsVnr Sarma
 
Google Adwords by Neha Nayak
Google Adwords by Neha NayakGoogle Adwords by Neha Nayak
Google Adwords by Neha NayakNeha Nayak
 
Google AdWords - An Inside Look At The World's Most Powerful Online Ad Platform
Google AdWords - An Inside Look At The World's Most Powerful Online Ad PlatformGoogle AdWords - An Inside Look At The World's Most Powerful Online Ad Platform
Google AdWords - An Inside Look At The World's Most Powerful Online Ad PlatformMickey Mellen
 
SEMpdx PPC Basics January 2013
SEMpdx PPC Basics January 2013SEMpdx PPC Basics January 2013
SEMpdx PPC Basics January 2013Benjamin Lloyd
 
Brief on Pay Per Click (PPC) for beginners
Brief on Pay Per Click (PPC) for beginnersBrief on Pay Per Click (PPC) for beginners
Brief on Pay Per Click (PPC) for beginnersNisha Garg
 

What's hot (20)

Google Adword Guide
Google  Adword  GuideGoogle  Adword  Guide
Google Adword Guide
 
AdWords Academy Display Campaign/多媒體廣告優化
AdWords Academy Display Campaign/多媒體廣告優化AdWords Academy Display Campaign/多媒體廣告優化
AdWords Academy Display Campaign/多媒體廣告優化
 
Google Adwords 101
Google Adwords 101Google Adwords 101
Google Adwords 101
 
Set Up Your Google AdWords Campaign
Set Up Your Google AdWords CampaignSet Up Your Google AdWords Campaign
Set Up Your Google AdWords Campaign
 
2015 Google Adwords Training
2015 Google Adwords Training2015 Google Adwords Training
2015 Google Adwords Training
 
Google AdWords Introduction PPT - Swikrit Malik
Google AdWords Introduction PPT - Swikrit MalikGoogle AdWords Introduction PPT - Swikrit Malik
Google AdWords Introduction PPT - Swikrit Malik
 
Crash Course In Google Adwords
Crash Course In Google AdwordsCrash Course In Google Adwords
Crash Course In Google Adwords
 
Ppc ppt
Ppc   pptPpc   ppt
Ppc ppt
 
Introduction to google adwords
Introduction to google adwordsIntroduction to google adwords
Introduction to google adwords
 
Google Adwords
Google AdwordsGoogle Adwords
Google Adwords
 
Google AdWords - Campaign Management Reporting & Insights
Google AdWords - Campaign Management Reporting & InsightsGoogle AdWords - Campaign Management Reporting & Insights
Google AdWords - Campaign Management Reporting & Insights
 
Sem google ads & ppc c
Sem google ads & ppc  cSem google ads & ppc  c
Sem google ads & ppc c
 
Google AdWords
Google AdWordsGoogle AdWords
Google AdWords
 
Google Adwords by Neha Nayak
Google Adwords by Neha NayakGoogle Adwords by Neha Nayak
Google Adwords by Neha Nayak
 
Google Adwords overview & Consulting
Google Adwords overview & ConsultingGoogle Adwords overview & Consulting
Google Adwords overview & Consulting
 
Google AdWords - An Inside Look At The World's Most Powerful Online Ad Platform
Google AdWords - An Inside Look At The World's Most Powerful Online Ad PlatformGoogle AdWords - An Inside Look At The World's Most Powerful Online Ad Platform
Google AdWords - An Inside Look At The World's Most Powerful Online Ad Platform
 
PPC 101
PPC 101PPC 101
PPC 101
 
SEMpdx PPC Basics January 2013
SEMpdx PPC Basics January 2013SEMpdx PPC Basics January 2013
SEMpdx PPC Basics January 2013
 
Brief on Pay Per Click (PPC) for beginners
Brief on Pay Per Click (PPC) for beginnersBrief on Pay Per Click (PPC) for beginners
Brief on Pay Per Click (PPC) for beginners
 
Google AdWords
Google AdWordsGoogle AdWords
Google AdWords
 

Viewers also liked

Drive Profit with Google Shopping Campaigns
Drive Profit with Google Shopping CampaignsDrive Profit with Google Shopping Campaigns
Drive Profit with Google Shopping CampaignsTinuiti
 
Google Shopping Campaigns: The New Face of Product Listing Ads
Google Shopping Campaigns: The New Face of Product Listing AdsGoogle Shopping Campaigns: The New Face of Product Listing Ads
Google Shopping Campaigns: The New Face of Product Listing AdsTinuiti
 
Creating Google Adwords Campaigns and Ad Groups
Creating Google Adwords Campaigns and Ad GroupsCreating Google Adwords Campaigns and Ad Groups
Creating Google Adwords Campaigns and Ad GroupsChris Middings
 
Google Adwords Presentation 1 09
Google Adwords Presentation 1 09Google Adwords Presentation 1 09
Google Adwords Presentation 1 09Jeannine_Seremi
 
Sem 101 presentation
Sem 101 presentationSem 101 presentation
Sem 101 presentationTim Metzner
 
Intro to Pay-Per-Click (PPC) Marketing - HawkEye Search Marketing
Intro to Pay-Per-Click (PPC) Marketing - HawkEye Search MarketingIntro to Pay-Per-Click (PPC) Marketing - HawkEye Search Marketing
Intro to Pay-Per-Click (PPC) Marketing - HawkEye Search MarketingHawkEye Search Marketing
 
Paid Search Marketing - PPC 101
Paid Search Marketing - PPC 101Paid Search Marketing - PPC 101
Paid Search Marketing - PPC 101Esther Willinger
 

Viewers also liked (7)

Drive Profit with Google Shopping Campaigns
Drive Profit with Google Shopping CampaignsDrive Profit with Google Shopping Campaigns
Drive Profit with Google Shopping Campaigns
 
Google Shopping Campaigns: The New Face of Product Listing Ads
Google Shopping Campaigns: The New Face of Product Listing AdsGoogle Shopping Campaigns: The New Face of Product Listing Ads
Google Shopping Campaigns: The New Face of Product Listing Ads
 
Creating Google Adwords Campaigns and Ad Groups
Creating Google Adwords Campaigns and Ad GroupsCreating Google Adwords Campaigns and Ad Groups
Creating Google Adwords Campaigns and Ad Groups
 
Google Adwords Presentation 1 09
Google Adwords Presentation 1 09Google Adwords Presentation 1 09
Google Adwords Presentation 1 09
 
Sem 101 presentation
Sem 101 presentationSem 101 presentation
Sem 101 presentation
 
Intro to Pay-Per-Click (PPC) Marketing - HawkEye Search Marketing
Intro to Pay-Per-Click (PPC) Marketing - HawkEye Search MarketingIntro to Pay-Per-Click (PPC) Marketing - HawkEye Search Marketing
Intro to Pay-Per-Click (PPC) Marketing - HawkEye Search Marketing
 
Paid Search Marketing - PPC 101
Paid Search Marketing - PPC 101Paid Search Marketing - PPC 101
Paid Search Marketing - PPC 101
 

Similar to Building adwords campaigns

Pay per Click 101- America Outdoors 2012
Pay per Click 101- America Outdoors 2012Pay per Click 101- America Outdoors 2012
Pay per Click 101- America Outdoors 2012Elizabeth Marsten
 
AMA Conference Bootcamp 2019
AMA Conference Bootcamp 2019AMA Conference Bootcamp 2019
AMA Conference Bootcamp 2019Andrew Garberson
 
How to Master Your PPC Performance
How to Master Your PPC Performance How to Master Your PPC Performance
How to Master Your PPC Performance semrush_webinars
 
IDMP - Batch 5.pptx Google ads and YouTube ads
IDMP - Batch 5.pptx Google ads and YouTube adsIDMP - Batch 5.pptx Google ads and YouTube ads
IDMP - Batch 5.pptx Google ads and YouTube adszameerulhasaann
 
Search engine marketing
Search engine marketingSearch engine marketing
Search engine marketinghari prasanth
 
Promote your business with ad words express
Promote your business with ad words expressPromote your business with ad words express
Promote your business with ad words expressFoxxr Digital Marketing
 
Liz Murphy: Driving Traffic through Search and Display
Liz Murphy: Driving Traffic through Search and DisplayLiz Murphy: Driving Traffic through Search and Display
Liz Murphy: Driving Traffic through Search and DisplayLiz Murphy
 
Google Search crash course
Google Search crash courseGoogle Search crash course
Google Search crash courseActa School
 
Teaching Paid Search to Prepare for the Google AdWords Fundamentals Exam
Teaching Paid Search to Prepare for the  Google AdWords Fundamentals ExamTeaching Paid Search to Prepare for the  Google AdWords Fundamentals Exam
Teaching Paid Search to Prepare for the Google AdWords Fundamentals ExamSt. Edward's University
 
AdWords Key to Success from Pico Digital
AdWords Key to Success from Pico DigitalAdWords Key to Success from Pico Digital
AdWords Key to Success from Pico DigitalCasey Meraz
 
WebzoneUK |Website Design Company in Surrey UK |Web Development Company in Su...
WebzoneUK |Website Design Company in Surrey UK |Web Development Company in Su...WebzoneUK |Website Design Company in Surrey UK |Web Development Company in Su...
WebzoneUK |Website Design Company in Surrey UK |Web Development Company in Su...WebzoneUK
 
Micro Share Web Seminar
Micro Share Web SeminarMicro Share Web Seminar
Micro Share Web Seminarbjschimmel
 
Pay-per-click Marketing. - Is it worth it? - Tips and tricks
Pay-per-click Marketing. - Is it worth it? - Tips and tricksPay-per-click Marketing. - Is it worth it? - Tips and tricks
Pay-per-click Marketing. - Is it worth it? - Tips and tricksDejan SEO
 

Similar to Building adwords campaigns (20)

Pay per Click 101- America Outdoors 2012
Pay per Click 101- America Outdoors 2012Pay per Click 101- America Outdoors 2012
Pay per Click 101- America Outdoors 2012
 
Adwords crash course
Adwords crash courseAdwords crash course
Adwords crash course
 
AMA Conference Bootcamp 2019
AMA Conference Bootcamp 2019AMA Conference Bootcamp 2019
AMA Conference Bootcamp 2019
 
How to Master Your PPC Performance
How to Master Your PPC Performance How to Master Your PPC Performance
How to Master Your PPC Performance
 
Sem 101
Sem 101 Sem 101
Sem 101
 
IDMP - Batch 5.pptx Google ads and YouTube ads
IDMP - Batch 5.pptx Google ads and YouTube adsIDMP - Batch 5.pptx Google ads and YouTube ads
IDMP - Batch 5.pptx Google ads and YouTube ads
 
adwords training
adwords trainingadwords training
adwords training
 
Search engine marketing
Search engine marketingSearch engine marketing
Search engine marketing
 
Promote your business with ad words express
Promote your business with ad words expressPromote your business with ad words express
Promote your business with ad words express
 
Liz Murphy: Driving Traffic through Search and Display
Liz Murphy: Driving Traffic through Search and DisplayLiz Murphy: Driving Traffic through Search and Display
Liz Murphy: Driving Traffic through Search and Display
 
Google Search crash course
Google Search crash courseGoogle Search crash course
Google Search crash course
 
Teaching Paid Search to Prepare for the Google AdWords Fundamentals Exam
Teaching Paid Search to Prepare for the  Google AdWords Fundamentals ExamTeaching Paid Search to Prepare for the  Google AdWords Fundamentals Exam
Teaching Paid Search to Prepare for the Google AdWords Fundamentals Exam
 
AdWords Key to Success from Pico Digital
AdWords Key to Success from Pico DigitalAdWords Key to Success from Pico Digital
AdWords Key to Success from Pico Digital
 
Centurion Miami
Centurion MiamiCenturion Miami
Centurion Miami
 
Workbook pm
Workbook pmWorkbook pm
Workbook pm
 
Google Adwords Seminar Bangalore - Ex-Googler brought to you by Web marketing...
Google Adwords Seminar Bangalore - Ex-Googler brought to you by Web marketing...Google Adwords Seminar Bangalore - Ex-Googler brought to you by Web marketing...
Google Adwords Seminar Bangalore - Ex-Googler brought to you by Web marketing...
 
WebzoneUK |Website Design Company in Surrey UK |Web Development Company in Su...
WebzoneUK |Website Design Company in Surrey UK |Web Development Company in Su...WebzoneUK |Website Design Company in Surrey UK |Web Development Company in Su...
WebzoneUK |Website Design Company in Surrey UK |Web Development Company in Su...
 
All about Adwords(PPC) for beginners, Adwords ppt, PPC
All about Adwords(PPC) for beginners, Adwords ppt, PPC All about Adwords(PPC) for beginners, Adwords ppt, PPC
All about Adwords(PPC) for beginners, Adwords ppt, PPC
 
Micro Share Web Seminar
Micro Share Web SeminarMicro Share Web Seminar
Micro Share Web Seminar
 
Pay-per-click Marketing. - Is it worth it? - Tips and tricks
Pay-per-click Marketing. - Is it worth it? - Tips and tricksPay-per-click Marketing. - Is it worth it? - Tips and tricks
Pay-per-click Marketing. - Is it worth it? - Tips and tricks
 

More from Tony Passey

Driveteks Value Proposition
Driveteks Value PropositionDriveteks Value Proposition
Driveteks Value PropositionTony Passey
 
Develop a Digital Plan
Develop a Digital PlanDevelop a Digital Plan
Develop a Digital PlanTony Passey
 
Digital Marketing for 2016
Digital Marketing for 2016Digital Marketing for 2016
Digital Marketing for 2016Tony Passey
 
Content Campaign Strategy
Content Campaign StrategyContent Campaign Strategy
Content Campaign StrategyTony Passey
 
Display Advertising Technology
Display Advertising TechnologyDisplay Advertising Technology
Display Advertising TechnologyTony Passey
 
Creating a digital presence
Creating a digital presenceCreating a digital presence
Creating a digital presenceTony Passey
 
Ohio Trucking Association: Driver Recruiting
Ohio Trucking Association: Driver RecruitingOhio Trucking Association: Driver Recruiting
Ohio Trucking Association: Driver RecruitingTony Passey
 
Promotion and Advertising for a Start-Up
Promotion and Advertising for a Start-UpPromotion and Advertising for a Start-Up
Promotion and Advertising for a Start-UpTony Passey
 
Revised: Developing an Online Marketing Plan
Revised: Developing an Online Marketing PlanRevised: Developing an Online Marketing Plan
Revised: Developing an Online Marketing PlanTony Passey
 
Building your online presence: Trucking
Building your online presence: TruckingBuilding your online presence: Trucking
Building your online presence: TruckingTony Passey
 
Understanding how to use Facebook for business | Edgerank
Understanding how to use Facebook for business | EdgerankUnderstanding how to use Facebook for business | Edgerank
Understanding how to use Facebook for business | EdgerankTony Passey
 
Social Media Strategy - Facebook
Social Media Strategy - FacebookSocial Media Strategy - Facebook
Social Media Strategy - FacebookTony Passey
 
Developing content
Developing contentDeveloping content
Developing contentTony Passey
 
Developing an online marketing plan
Developing an online marketing planDeveloping an online marketing plan
Developing an online marketing planTony Passey
 
Attribution - Last Interraction vs. Assist Interractions
Attribution - Last Interraction vs. Assist InterractionsAttribution - Last Interraction vs. Assist Interractions
Attribution - Last Interraction vs. Assist InterractionsTony Passey
 

More from Tony Passey (15)

Driveteks Value Proposition
Driveteks Value PropositionDriveteks Value Proposition
Driveteks Value Proposition
 
Develop a Digital Plan
Develop a Digital PlanDevelop a Digital Plan
Develop a Digital Plan
 
Digital Marketing for 2016
Digital Marketing for 2016Digital Marketing for 2016
Digital Marketing for 2016
 
Content Campaign Strategy
Content Campaign StrategyContent Campaign Strategy
Content Campaign Strategy
 
Display Advertising Technology
Display Advertising TechnologyDisplay Advertising Technology
Display Advertising Technology
 
Creating a digital presence
Creating a digital presenceCreating a digital presence
Creating a digital presence
 
Ohio Trucking Association: Driver Recruiting
Ohio Trucking Association: Driver RecruitingOhio Trucking Association: Driver Recruiting
Ohio Trucking Association: Driver Recruiting
 
Promotion and Advertising for a Start-Up
Promotion and Advertising for a Start-UpPromotion and Advertising for a Start-Up
Promotion and Advertising for a Start-Up
 
Revised: Developing an Online Marketing Plan
Revised: Developing an Online Marketing PlanRevised: Developing an Online Marketing Plan
Revised: Developing an Online Marketing Plan
 
Building your online presence: Trucking
Building your online presence: TruckingBuilding your online presence: Trucking
Building your online presence: Trucking
 
Understanding how to use Facebook for business | Edgerank
Understanding how to use Facebook for business | EdgerankUnderstanding how to use Facebook for business | Edgerank
Understanding how to use Facebook for business | Edgerank
 
Social Media Strategy - Facebook
Social Media Strategy - FacebookSocial Media Strategy - Facebook
Social Media Strategy - Facebook
 
Developing content
Developing contentDeveloping content
Developing content
 
Developing an online marketing plan
Developing an online marketing planDeveloping an online marketing plan
Developing an online marketing plan
 
Attribution - Last Interraction vs. Assist Interractions
Attribution - Last Interraction vs. Assist InterractionsAttribution - Last Interraction vs. Assist Interractions
Attribution - Last Interraction vs. Assist Interractions
 

Recently uploaded

The Resurgence of Direct Mail as a Growth Marketing Strategy
The Resurgence of Direct Mail as a Growth Marketing StrategyThe Resurgence of Direct Mail as a Growth Marketing Strategy
The Resurgence of Direct Mail as a Growth Marketing StrategyAggregage
 
2024 Insights: Role of Social Media Marketing in Business Growth
2024 Insights: Role of Social Media Marketing in Business Growth2024 Insights: Role of Social Media Marketing in Business Growth
2024 Insights: Role of Social Media Marketing in Business GrowthJomer Gregorio
 
KSA Latest digital marketing insights of 2024
KSA Latest digital marketing insights of 2024KSA Latest digital marketing insights of 2024
KSA Latest digital marketing insights of 2024medraradigitals
 
ChatGPT : How to use ChatGPT and Get updated Prompts
ChatGPT : How to use ChatGPT and Get updated PromptsChatGPT : How to use ChatGPT and Get updated Prompts
ChatGPT : How to use ChatGPT and Get updated PromptsSaurav Srivastava
 
Mattress Topper King Size | Kushimattress
Mattress Topper King Size | KushimattressMattress Topper King Size | Kushimattress
Mattress Topper King Size | KushimattressKushimattress
 
Porter's Five Forces Analysis: Starbucks vs. Costa Coffee
Porter's Five Forces Analysis: Starbucks vs. Costa CoffeePorter's Five Forces Analysis: Starbucks vs. Costa Coffee
Porter's Five Forces Analysis: Starbucks vs. Costa Coffeeakshayytanwar123
 
Advanced Web Analytics Certification Training
Advanced Web Analytics Certification TrainingAdvanced Web Analytics Certification Training
Advanced Web Analytics Certification TrainingAdriannaBednarz
 
Advertising and Sales Promotion concepts
Advertising and Sales Promotion  conceptsAdvertising and Sales Promotion  concepts
Advertising and Sales Promotion conceptsparamanjegatheeswari
 
Advanced Search Engine Optimisation
Advanced Search Engine OptimisationAdvanced Search Engine Optimisation
Advanced Search Engine OptimisationAdriannaBednarz
 
Advertising concepts , Importance and its Types
Advertising concepts , Importance and its TypesAdvertising concepts , Importance and its Types
Advertising concepts , Importance and its Typesparamanjegatheeswari
 
UAE Latest digital marketing insights of 2024
UAE Latest digital marketing insights of 2024UAE Latest digital marketing insights of 2024
UAE Latest digital marketing insights of 2024medraradigitals
 
Advertising in Music Genre 2023 - TAM AdEx
Advertising in Music Genre 2023 - TAM AdExAdvertising in Music Genre 2023 - TAM AdEx
Advertising in Music Genre 2023 - TAM AdExSocial Samosa
 
Market segmentation: Segments of a market refer to distinct groups of consumers
Market segmentation:  Segments of a market refer to distinct groups of consumersMarket segmentation:  Segments of a market refer to distinct groups of consumers
Market segmentation: Segments of a market refer to distinct groups of consumersNiveditha Achandira
 
Redseer_Ear-It-All_Report Design 2_16022024_final.pdf
Redseer_Ear-It-All_Report Design 2_16022024_final.pdfRedseer_Ear-It-All_Report Design 2_16022024_final.pdf
Redseer_Ear-It-All_Report Design 2_16022024_final.pdfSocial Samosa
 
SEO Levers - Small Tweaks That Lead To Big Ranking Wins Across Any Industry.pptx
SEO Levers - Small Tweaks That Lead To Big Ranking Wins Across Any Industry.pptxSEO Levers - Small Tweaks That Lead To Big Ranking Wins Across Any Industry.pptx
SEO Levers - Small Tweaks That Lead To Big Ranking Wins Across Any Industry.pptxPeter Macinkovic
 
Advanced Pay Per Click (PPC)
Advanced Pay Per Click (PPC)Advanced Pay Per Click (PPC)
Advanced Pay Per Click (PPC)AdriannaBednarz
 
Snapshot of Consumer Behaviors of January 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of January 2024-EOLiSurvey (EN).pdfSnapshot of Consumer Behaviors of January 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of January 2024-EOLiSurvey (EN).pdfEastern Online-iSURVEY
 

Recently uploaded (17)

The Resurgence of Direct Mail as a Growth Marketing Strategy
The Resurgence of Direct Mail as a Growth Marketing StrategyThe Resurgence of Direct Mail as a Growth Marketing Strategy
The Resurgence of Direct Mail as a Growth Marketing Strategy
 
2024 Insights: Role of Social Media Marketing in Business Growth
2024 Insights: Role of Social Media Marketing in Business Growth2024 Insights: Role of Social Media Marketing in Business Growth
2024 Insights: Role of Social Media Marketing in Business Growth
 
KSA Latest digital marketing insights of 2024
KSA Latest digital marketing insights of 2024KSA Latest digital marketing insights of 2024
KSA Latest digital marketing insights of 2024
 
ChatGPT : How to use ChatGPT and Get updated Prompts
ChatGPT : How to use ChatGPT and Get updated PromptsChatGPT : How to use ChatGPT and Get updated Prompts
ChatGPT : How to use ChatGPT and Get updated Prompts
 
Mattress Topper King Size | Kushimattress
Mattress Topper King Size | KushimattressMattress Topper King Size | Kushimattress
Mattress Topper King Size | Kushimattress
 
Porter's Five Forces Analysis: Starbucks vs. Costa Coffee
Porter's Five Forces Analysis: Starbucks vs. Costa CoffeePorter's Five Forces Analysis: Starbucks vs. Costa Coffee
Porter's Five Forces Analysis: Starbucks vs. Costa Coffee
 
Advanced Web Analytics Certification Training
Advanced Web Analytics Certification TrainingAdvanced Web Analytics Certification Training
Advanced Web Analytics Certification Training
 
Advertising and Sales Promotion concepts
Advertising and Sales Promotion  conceptsAdvertising and Sales Promotion  concepts
Advertising and Sales Promotion concepts
 
Advanced Search Engine Optimisation
Advanced Search Engine OptimisationAdvanced Search Engine Optimisation
Advanced Search Engine Optimisation
 
Advertising concepts , Importance and its Types
Advertising concepts , Importance and its TypesAdvertising concepts , Importance and its Types
Advertising concepts , Importance and its Types
 
UAE Latest digital marketing insights of 2024
UAE Latest digital marketing insights of 2024UAE Latest digital marketing insights of 2024
UAE Latest digital marketing insights of 2024
 
Advertising in Music Genre 2023 - TAM AdEx
Advertising in Music Genre 2023 - TAM AdExAdvertising in Music Genre 2023 - TAM AdEx
Advertising in Music Genre 2023 - TAM AdEx
 
Market segmentation: Segments of a market refer to distinct groups of consumers
Market segmentation:  Segments of a market refer to distinct groups of consumersMarket segmentation:  Segments of a market refer to distinct groups of consumers
Market segmentation: Segments of a market refer to distinct groups of consumers
 
Redseer_Ear-It-All_Report Design 2_16022024_final.pdf
Redseer_Ear-It-All_Report Design 2_16022024_final.pdfRedseer_Ear-It-All_Report Design 2_16022024_final.pdf
Redseer_Ear-It-All_Report Design 2_16022024_final.pdf
 
SEO Levers - Small Tweaks That Lead To Big Ranking Wins Across Any Industry.pptx
SEO Levers - Small Tweaks That Lead To Big Ranking Wins Across Any Industry.pptxSEO Levers - Small Tweaks That Lead To Big Ranking Wins Across Any Industry.pptx
SEO Levers - Small Tweaks That Lead To Big Ranking Wins Across Any Industry.pptx
 
Advanced Pay Per Click (PPC)
Advanced Pay Per Click (PPC)Advanced Pay Per Click (PPC)
Advanced Pay Per Click (PPC)
 
Snapshot of Consumer Behaviors of January 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of January 2024-EOLiSurvey (EN).pdfSnapshot of Consumer Behaviors of January 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of January 2024-EOLiSurvey (EN).pdf
 

Building adwords campaigns

  • 2. WHAT IS GOOGLE ADWORDS An automated auction Paid search, not organic You choose relevant key words • Search term: word or phrase When a prospective customer searches using these keywords, or something related to them, your keywords are put into auction along with those of others • Person with the highest quality score and the highest max bid is listed first. Ads appear as ―paid‖ search results or as ―sponsored links‖
  • 3. HISTORY OF PAY PER CLICK February 1998 – PPC model presented at TED Conference in California. December 1999 - Google implemented search engine advertising. October 2000 - The Google AdWords system was introduced. Early 2002 - PPC was introduced; until then, advertisements were charged at cost-per-thousand impressions (CPM)
  • 4. HOW GOOGLE MATCHES ADS Google scans millions of web pages using contextual targeting technology to analyze content of various web pages By looking at keywords and ad text in campaign, Google identifies the main concept behind the advertising message System automatically places the most relevant ads with the most relevant pages Remember: Google’s goal is to quickly and correctly match the search with relevant results. The better you are at helping Google with quality ads, The higher your site will rank and the lower your costs will be.
  • 5. WHAT IMPACTS THE QUALITY SCORE? Historical Performance/Click Through Rate (CTR) • • • • • Account Campaign Ad Group Keyword Display URL Relevance •Landing Page (More on this later) •Keyword to Ad / Ad Group •Ad Group to Landing page
  • 6. CPC Just because you bid $1, you may not actually pay that much Google discounts your price so you pay only $0.01 more than is required for your add to appear before your closest competitor • Actual CPC =(Bid price of ad rank to beat) (Your quality score) + $0.01
  • 7. GOOGLE AND DISPLAY The Google Display Network is a large group of websites and other products, such as email programs and blogs, who have partnered with Google to display AdWords ads on their sites. - Related Sites Unrelated Sites Youtube Apps Many more. REMEMBER – Google just wants to sell ads
  • 8. GOOGLE AND DISPLAY Display networks differ from Google search • • • • Users do not type in a query Encounter ads while doing something else Form of passive search Ads are placed based on context (the content on the page), not on exact targeted keywords • Search and display should be managed separately - Why? • Be sure to turn off Google Content and Display Networks • Used budget quickly • Not targeted search
  • 9. GOOGLE ADWORDS HIERARCHY Campaign name • AdGroups • Ads • Keywords Tulie Bakery • Cakes • Cakes in Salt Lake City (Headline) Best cake in Salt Lake City (Description) Winner of SLC dining awards (Description) www.tuliebakery.com/cake (Display URL) • Cake, birthday cake, wedding cake, chocolate cake, etc.
  • 10. TEXT ADS Headline no longer than 25 characters including spaces 2 Description lines—no longer than 35 characters each including spaces • Try putting a benefit on the 2nd line and a feature or offer on the 3rd line, then switch to see if improvements are made URL: Where do you want the person who clicks to go. (No longer than 1,024 characters) • Should be a landing page which is relevant to your text ad • Don’t use the home page unless it provides details similar to what you are advertising
  • 11. WHO IS YOUR CUSTOMER? Derive from marketing plan • Age • Gender • Income • Geography • Education • Employment Who will purchase product vs. who will ultimately use it? Use research to back decisions
  • 12. TIPS FOR CREATING SUCCESSFUL TEXT ADS Highlight your unique strengths • Offer, product, etc. • Free shipping, large selection, etc. Include prices, promotions, exclusives if applicable Tell customers what they can do using strong verbs • Purchase, call today, Order, Sign up, Get a quote, etc. Include at least one of your keywords in text ad Match ad to the landing page Experiment • Create 3-4 ads per ad group and measure performance using analytics
  • 13. TIPS FOR CREATING SUCCESSFUL TEXT ADS Touch the emotional core of your audience • • • • • • • • • • • • • • More control Independence Freedom More time More money Better health Better appearance Promotions To feel included Social advancement To be appreciated Security Confidence Enjoyment Source: Geddes, Advanced Google Adwords
  • 14. CONSIDER WHAT PEOPLE WANT TO AVOID More work Unacceptable risk Doubt Criticism Guilt Embarrassment Pain Feeling stupid Being ignored How can your ad copy touch on these things? Source: Geddes, Advanced Google AdWords
  • 15. SAMPLE ADS THAT TOUCH ON THESE POINTS Buy a Dell Computer Be productive on European flights with our 8 hour extended battery example.com Be the Hero – MS Exchange Save your company Thousands Download hosted exchange whitepaper www.example.com Source: Geddes, Advanced Google AdWords
  • 16. ADDITIONAL THOUGHTS FOR DEVELOPING ADWORDS Step 1: • Consider what are you trying to accomplish in marketing plan • Awareness? • Education? • Revenue? Step 2: • Consider what type of searches you are trying to capture • Transactional • Informational
  • 17. ORGANIZING AN ADWORDS CAMPAIGN Define your campaign • You can have several • Then expand into AdGroups and Keywords • The campaign name is Susan’s Bakery AdGroup Cake -Based Lunch-Based Keywords Wedding cakes Sandwiches Birthday cakes Soups Custom cake designs Homemade lunch Build your own salad
  • 18. ANOTHER EXAMPLE OF CONTENT STRUCTURING Bicycle shop example • Bicycles (Campaign) • Road (AdGroup) • Cursers (Keywords) • Racers • Hybrids • Mountain (AdGroup) • Full Suspension (Keywords) • Hard Tail • Ultra light • Clothing (Campaign) • Men’s (AdGroup) • Women’s • Children’s • Parts (Campaign) • Accessories (Campaign) • Repair Service (Campaign)
  • 19. KEYWORD STRUCTURE IN GOOGLE BEFORE INPUTTING YOUR CAMPAIGN INFO Keywords vs. search queries • Keywords (also known as adwords), are bid on • Queries: What users type in the search box Match Types for Google and Bing • Broad: Loose matches, much traffic. • Not recommended • Cheapest, but not targeted • Broad match: Broader results, but you can specify that certain words must by in the search term • Phrase: Tighter match, less traffic, more targeted, expensive • Exact: Tightest match, least traffic, also most targeted, most expensive • Negative: Eliminates words and controls traffic
  • 20. EXAMPLES OF KEYWORD TYPES Broad match: Used by default • Keyword: Men’s shoes • Match: Women’s shoes, formal dresses, man’s flip flops, horse shoes • If you want to use broad match, start with 1-2 word phrases Modified Broad Match—Allows you to specify that certain words must be in someone‘s search term in order for your ad to be shown • +buy +wedding +cakes • Only works with broader terms • Note the + sign in front of the word, but the space after the word
  • 21. EXAMPLES OF KEYWORD TYPES Phrase match: Your keyword phrase must be present somewhere in the search results • Keyword: “Men’s formal shoes” • Match: Cheap men’s formal shoes in Miami • Start with 2-4 word phrases Exact match • Keyword [Men’s formal shoes] • Note brackets • Match: Men’s formal shoes Negative • Keywords you do not want included: Golf shoes
  • 22. GOOGLE ADWORDS KEYWORD TOOL Keyword • Type • • • • Example = Broad Match +Example= Modified Broad Match “Example” = Phrase Match [Example] = exact match Competition Search Volume • Global vs. Local Local Search Trends Estimated Avg. CPC
  • 23. GOOGLE ADWORDS KEYWORD PLANNER A good place to start is with the keyword search. You can input a few keywords and the tool will help you discover additional keyword ideas.
  • 24. GOOGLE KEYWORD PLANNER – BID ESTIMATES Set an estimated bid price and a daily budget and the tool will give you estimated clicks, impressions, cost, click through rate, ave CPC, and average position.
  • 25. KEYWORD PLANNER – DETAILED KEYWORD ESTIMATES The tool offers a drill down by keyword so you can estimate top performers and higher search volume. It is important to have a broad keyword list for testing but a refined list for ROI.
  • 26. OTHER KEYWORD TOOLS •Google Search Based Keyword Tool •Microsoft Advertising Intelligence •Thesaurus.com •Wordtracker •Keyword Discovery •SpyFu •Google Suggest •Google Trends •Miva •NicheWatch •WordZ
  • 27. CONSIDER COMPETITIVE ANALYSIS Who are your competitors? What keywords are they bidding on and not bidding on? What are they highlighting in their ad copy? Are they successful? *Typically if someone is in the #1 ad position they have been spending on adwords for a long time. It is good to see what they are spending on.
  • 28. THINGS TO AVOID The word FREE Words in all caps Competitive claims not supported on the landing page Ads using improper grammar or spelling Ads which use offensive or inappropriate language Claims of price, discounts, etc. that are not shown to the consumer within 1-2 clicks from the landing page Improper punctuation including bulleting each line of ad copy Repeating the same word multiple times Words like ‗best‘ unless your landing page supports it. Lack of a privacy policy—especially if taking payments on-line
  • 29. CONSIDER YOUR BUDGET AND HOW MUCH ARE WILLING TO SPEND What is a acquisition worth to your business? What is the average website response rate? What is the average conversion rate in person, over the phone or online. What are you willing to pay per click based on conversion rate and acquisition value?
  • 30. DETERMINE GEOGRAPHIC AREA You can limit the customers who see your ad by geography • City • Metro • Zip Code • Three or 5 mile radius of business Set an appropriate geographic boundary based on your business needs • Most likely metro
  • 31. MEASURING SUCCESS Clickthrough Rate: People who click on your ad Average Position: Avg. Pos column on campaigns tab. Tells where ad is in search results • 11 ads on search pages • If position higher than 11, ad not showing on first page First Page Bids: Understand going rate for being on the first page • Keyword tab under status column • High first page bid may mean ad not relevant Quality Score: Click on icon in status column under keywords tab Sales Awareness Google Analytics with conversion tracking should be installed on the site
  • 32. LANDING PAGE DESIGN The first page of your site shown after someone clicks on your ad The landing page has significant impact on your quality score. Questions your customer is seeking answers to • • • • • • • • Am I at the right place? Is this what I expected? Can I find what I need easily Does this site really have what I’m looking for? Do I trust this site? How long will this take? Where should I go next? Should I press the back button?
  • 33. PER SITE TUNERS, THERE ARE 7 DEADLY SINS OF LANDING PAGE DESIGN Unclear call to action Too many choices Asking for too much information Too much text Not keeping promises Visual distractions Lack of trust