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Google AdWords
Presented by Mohammed Azharuddin
Digital Marketing Trainer
What is Paid Marketing ?
• A Paid Marketing Strategy to generate traffic
from Search Engines, Websites and Mobile
Apps.
Di...
Direct Marketing
• An advertiser uses a strategy with a goal of
generating a lead from the Ads.
• Major Target Sources
– P...
Branding Campaign
• An advertiser create a strategy to increase the
brand exposure and awareness.
• Major Target Sources
–...
Advertising Networks
• Google Adwords
• Bing Ads
Google Annual Revenue
$31.22
$37.42
$45.09
0
5
10
15
20
25
30
35
40
45
50
2012 2013 2014
In Billions
Info Graphics
• Big Advertisers
• Expensive Keywords
Google AdWords
• Create Account in AdWords
– Time Zone and Currency cannot be changed
– Setup Fee = Rs 250
Google Double Serving Policy
– One Advertiser must have only one active account
for a website.
– In case of Account violat...
AdWords Account Structure
Account
Campaign
AdGroup
Keywords Ads
AdGroup
Keywords Ads
10,000
20,000
4,000 300
Example Structure
Account
Search
Campaign
Digital
Marketing
Keywords Ads
SEO
Keywords Ads
AdWords
Keywords Ads
Create Campaign
• Pay Per Click Campaign
– Type of Campaign
– Network
– Location and Language
– Bidding
– Budget
– Advance...
Create a AdGroup
• Create a Ad
• Create Keywords
Keyword Match Types
• Match types is used by AdWords to match
advertiser keyword with user query.
• Types of Match Types
–...
Broad Match
• With broad match, Ad will show if any of the
conditions are matched
– Any Word Match in any Order
– Misspell...
Example
Keyword User Query Ad Show
Mens Shoes Buy Men Shoes
Buy Women Shoe
Shoes Online
Mens shoe picture
Mens sandals
Phrase Match “ ”
• With phrase match the ad will show if following
conditions are matched.
– The query must has same order...
Example
Keyword User Query Ad Show
“Mens Shoes” Buy Men Shoes
Buy Women Shoe
Shoes Online
Mens shoe picture
Mens sandals
Exact Match [ ]
• With exact match, Ad will show if any of the
conditions are matched
– Query must match exactly with keyw...
Example
Keyword User Query Ad Show
[ Mens Shoes ] Buy Men Shoes
Buy Women Shoe
Shoes Online
Mens shoe picture
Mens sandals
Broad Match Modifier +
• With broad match modifier, Ad will show if any of
the conditions are matched
– All words must be ...
Example
Keyword User Query Ad Show
+Mens +Shoes Buy Men Shoes
Buy Women Shoe
Shoes Online
Mens shoe picture
Mens sandals
Negative Match -
• The ad wont show when the negative match is
found in the user query.
• Negative keywords are defined ba...
Thankyou
• To Do Task
– Create your own Adwords Account
– Create a Campaign for Florists Company
– In this campaign add 5 ...
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Adwords introduction (1)

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Adwords introduction

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Adwords introduction (1)

  1. 1. Google AdWords Presented by Mohammed Azharuddin Digital Marketing Trainer
  2. 2. What is Paid Marketing ? • A Paid Marketing Strategy to generate traffic from Search Engines, Websites and Mobile Apps. Direct Marketing Branding Campaign Paid Ads
  3. 3. Direct Marketing • An advertiser uses a strategy with a goal of generating a lead from the Ads. • Major Target Sources – Paid Search [Pay Per Click Ads] – Shopping Ads
  4. 4. Branding Campaign • An advertiser create a strategy to increase the brand exposure and awareness. • Major Target Sources – Display Ads – Mobile Apps – YouTube Ads
  5. 5. Advertising Networks • Google Adwords • Bing Ads
  6. 6. Google Annual Revenue $31.22 $37.42 $45.09 0 5 10 15 20 25 30 35 40 45 50 2012 2013 2014 In Billions
  7. 7. Info Graphics • Big Advertisers • Expensive Keywords
  8. 8. Google AdWords • Create Account in AdWords – Time Zone and Currency cannot be changed – Setup Fee = Rs 250
  9. 9. Google Double Serving Policy – One Advertiser must have only one active account for a website. – In case of Account violates any terms, It will be banned.
  10. 10. AdWords Account Structure Account Campaign AdGroup Keywords Ads AdGroup Keywords Ads 10,000 20,000 4,000 300
  11. 11. Example Structure Account Search Campaign Digital Marketing Keywords Ads SEO Keywords Ads AdWords Keywords Ads
  12. 12. Create Campaign • Pay Per Click Campaign – Type of Campaign – Network – Location and Language – Bidding – Budget – Advanced Settings
  13. 13. Create a AdGroup • Create a Ad • Create Keywords
  14. 14. Keyword Match Types • Match types is used by AdWords to match advertiser keyword with user query. • Types of Match Types – Broad Match – Phrase Match – Exact Match – Broad Match Modifier – Negative Match
  15. 15. Broad Match • With broad match, Ad will show if any of the conditions are matched – Any Word Match in any Order – Misspelling – Close Variation – Singular / Plural – Related Terms
  16. 16. Example Keyword User Query Ad Show Mens Shoes Buy Men Shoes Buy Women Shoe Shoes Online Mens shoe picture Mens sandals
  17. 17. Phrase Match “ ” • With phrase match the ad will show if following conditions are matched. – The query must has same order as keyword – Any word can be added before or after – Misspelling – Close Variation – Singular / Plural
  18. 18. Example Keyword User Query Ad Show “Mens Shoes” Buy Men Shoes Buy Women Shoe Shoes Online Mens shoe picture Mens sandals
  19. 19. Exact Match [ ] • With exact match, Ad will show if any of the conditions are matched – Query must match exactly with keyword – Misspelling – Close Variation – Singular / Plural
  20. 20. Example Keyword User Query Ad Show [ Mens Shoes ] Buy Men Shoes Buy Women Shoe Shoes Online Mens shoe picture Mens sandals
  21. 21. Broad Match Modifier + • With broad match modifier, Ad will show if any of the conditions are matched – All words must be in query – Words can be in any order – Misspelling – Close Variation – Singular / Plural
  22. 22. Example Keyword User Query Ad Show +Mens +Shoes Buy Men Shoes Buy Women Shoe Shoes Online Mens shoe picture Mens sandals
  23. 23. Negative Match - • The ad wont show when the negative match is found in the user query. • Negative keywords are defined based on business. • Example - free Cheap
  24. 24. Thankyou • To Do Task – Create your own Adwords Account – Create a Campaign for Florists Company – In this campaign add 5 AdGroups related to the florists – In each AdGroup add atleast 10 keyword – Create one ad for each AdGroup

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