This webinar covered how to plan and set up a Google AdWords campaign for a startup. It discussed keyword matching types like broad, phrase and exact matches and how they impact campaign performance. It demonstrated how to use the Google Keyword Planner tool to analyze keyword data and optimize a campaign by filtering keywords, adjusting bids and changing match types. The key takeaway was that broad matches tend to be lower cost per click but higher waste, while exact matches have fewer clicks but lower waste, so the best match type depends on campaign goals and budget.

1. Please wait. This Session will begin
at 6.30 pm
In the meantime, you can use the chat button to interact with your
fellow entrepreneurs from around the country
When the session begins, please switch off your video to get best
sound results. And use Google Chrome

2. Digital Marketing for Startup
Session 4
Google AdWords 1

3. How does this webinar work?
• You can see the presentation and hear me
• You can ask questions on chat
– At the end of the session, I will answer all your queries
– Please mention your name & city when you type your
message
• This is being recorded and you will get a video
recording

4. In this Session
• How Google AdWords Works
• Understanding Keyword Match Types
• Understanding Keyword Planner Tool

5. Search Engine Marketing

6. Where does your ad
appear?
Your Keyword that
you have paid for
Paid Results on first page
and top of first page above
organic results
Indicates paid
results

7. PPC can be very costly if done
incorrectly

8. Benefits of PPC
• Ads Up & Running Instantly
• Pause or Delete Your Ads Immediately
• Adjust Your Ad Position with Higher or Lower Bids
• Target Customers to Landing Page of Your Choice
• Customize Your Ads based on Your Products and
Offers
• Higher Conversion Rates

9. Key Terms to understand
• CPM
– Cost per 1000 impressions
• CPC
– Cost per Click
• CTR
– Click Through Rate %
• No of clicks divided by number of impressions
• Keyword
– The specific word or phrase that you choose that you want your ad to appear when a user
types it in
• Ad Group
– A cluster of keywords with similar characteristics so that you can create a advt for all of them
together

10. Google AdWords
• Search Network- Text Only Ad Platform
– Text ads that appear when anyone performs a search
function on Google
• Display Network
– Banner ads that appear across Google’s Display
Network

11. PLANNING & SETTING UP YOUR CAMPAIGN
• Determine
your Goal
• Plan & Select
your Keywords
• Set Up Ad
Groups
• Create Text Ads
• Adjust Bid
• Negative Keywords
• Add Payment
Method
• Start
Campaign

12. Keyword Type Matches
Broad Match
You select a keyword and Google shows your add in all
combinations that this keyword comes up in
Eg- Travel Agency
(you are a travel agent in Bucharest wanting to target potential customers who are looking for a travel agent)

13. Keyword Type Matches
Broad Match
Modifier
You specify to Google specific keywords that you want in the phrase that
people will use. You essentially qualify the search phrase people will use
+Travel
+Agency
+Bucharest
(you are a travel agent in Bucharest wanting to target potential customers who are looking for a travel agent)

14. Keyword Type Matches
Phrase Match
You specify to Google specific phrases and bid for those phrases
“ Travel Agency in Bucharest”
“ Best agency for travel
tickets”
“ Top travel agent for hotel
bookings”
(you are a travel agent in Bucharest wanting to target potential customers who are looking for a travel agent)
Google shows
you add when
these phrases
come up
Your ad might get shown if
Job openings in travel agency in
Bucharest

15. Keyword Type Matches
Exact Match You specify to an exact keyword and specify that your ad should be shown only
if the user types exactly the same thing.
[Travel Agency in Bucharest]
(you are a travel agent in Bucharest wanting to target potential customers who are looking for a travel agent)
Google shows you add only when
someone types exactly just this

16. What you choose should
depend on what your
campaign objective is
and how you want to
address different user
search needs

17. Keyword Type Matches
Negative
Keywords
You specify a keyword as a negative keyword to Google. Negative keywords are
a great way to control wastage in Search Campaigns.
- Jobs
- How
- What
- Free
(you are a travel agent in Bucharest wanting to target potential customers who are looking for a travel agent)
Google will not show
your advt, if these
keyword is there in the
user search query
Jobs in travel
agency in
Bucharest

18. Specifying what kind of Keyword Match Type
you want to Google
Broad Match Travel Agency
Broad Match
Modifier
+Travel + Agency You add a + sign before each word
Phrase Match “Travel Agency” You add quote “ “before & after the phrase
Exact Match [Travel Agency] You add brackets [ ] before and after the words

19. Here’s how Google makes money from the
unaware
• By Default all keywords are set to be broad
match keywords !
– You will therefore end up loosing a lot of money
on wasted clicks before you figure this one out!

20. Keyword Planning
How do you select relevant keywords
to set up your campaign

21. Focus on relevance to your business need
• Informational Keywords
– How To oriented search terms
• How to set up a google AdWords
campaign
• Transactional Keywords
– Search orientation is towards
buying
• Google AdWords Company
If you wanted to grow your
business as Digital Marketing
Company, which one would you
be willing to pay more for?

22. 1. Go to www.google.com/adwords
2. Sign in to google adwords. You can create a new gmail id or sign in with any of
your existing id.
3. After Sign in to new adwords account you will notice this.*****Very Very Important :
Click on Skip the guided setup to prevent account
going into express mode

23. Step 4
Check country, Time Zone and most importantly
currency before proceeding. All data obtained will be
as per currency you have set.

24. Keyword Planner= Search Based Campaign

25. Here’s where you start
your planning process

26. Specify your
• Product
• Website or Landing Page
• Geography you want to target
• Language
• Select Google & Search Partners

28. You can use
the ad
groups to
select the
relevant
keywords
you want
from within
the ad group.
This will save
time in
creating ad
groups

29. • You add the groups to your plan at the 1st Stage.
• We will remove the irrelevant keywords from each
group in the next stage
• You can save and use the CSV file directly into your
campaign OR you can download the same in excel and
then add the keywords individually when you do the
campaign

30. Here’s where things start getting interesting !

32. You can drag the graph icon to adjust your bid price to see what the optimal level should be

33. You can now look at the data by keyword. Index it by Ad Group to start optimizing your
keywords for relevance & match types to see how it impacts your clicks

34. So now lets start removing irrelevant keywords first

35. Start removing unwanted keywords first

36. Before eliminating keywords
After eliminating keywords

37. Lets see what impact there will be on our clicks & budgets if we
were to change all the keywords into Phrase Match
This is what it looks like at present in Broad Match

38. At the same price bid, there is a drastic drop in the number of clicks!
However if I increase the price bid from 12.56 to 58/- I get 1000+ clicks

39. As you can see, when one changed from Phrase match to Exact matches, the
number of clicks dropped to half the earlier number!

40. Increased the bid price now to 83.57 to get an 712 clicks now for
the same spend

41. Keeping the spends the same, here’s how Broad Match, Phrase & Exact Match campaign would
stack up. Which one would you choose?
Broad
Phrase
Exact

42. Last step- Download your final keywords
You can chose which keyword to keep as Broad, Phrase or Exact & use the planner accordingly

43. In the next session
6th November- 6.30 pm
Google AdWords- 2 sessions
• How to set up your Google AdWords Campaign –
– Be prepared to spend Rs. 1000/- if you really want to learn
Open your Google AdWords Account
https://adwords.google.com/home/
Note: Do not select AdWords Express Account

44. Question Time
Please mention your name, city and
batch when you ask your question
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