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Google Adwords Introduction PPT

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Google AdWords is an advertising service by Google for businesses wanting to display ads on Google and its advertising network.

The AdWords program enables businesses to set a budget for advertising and only pay when people click the ads. The ad service is largely focused on keywords.

Published in: Marketing
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Google Adwords Introduction PPT

  1. 1. Introduction to AdWords
  2. 2. Google AdWords-Campaign Types  There are five types of campaigns .They are: Search Network with Display Select Search Network Only Display Network Only Shopping Online Video
  3. 3. Google AdWords-Definition  Google AdWords is Google's online advertising program.  Google AdWords is a product that you can use to promote your business, help sell products or services, raise awareness, and increase traffic to your website.
  4. 4. AdWords Vs AdSense AdWords AdSense The Google AdWords enables you to create advertisements which will appear on relevant Google search results pages and our network of partner sites. The Google AdSense differs in that it delivers Google AdWords ads to individuals' websites. AdWords is a media buying channel. AdSense is an advertising sales channel AdWords ads are shown on specific search result AdSense enables adaption of the ad with the page content AdWords is on Google SERP (search engine result page) AdSense is shown on web pages
  5. 5. Google AdWords-Advantages Reach people searching for what you offer Control your budget Measurable, accountable, flexible Cost Effective Maximum Relevance Highly Targeted Remarketing
  6. 6. Google AdWords-Search Results
  7. 7. Google AdWords-Layers  AdWords is organized into three layers:  Account  Campaigns  ad groups.
  8. 8. Google AdWords-Account Structure  Your account is associated with a unique email address, password, and billing information. Keywords Keywords Keywords Ads Ads Ads Ads Account Structure Campaign 1 Campaign 2 Ad Group 1 Ad Group 1Ad Group 2 Ad Group 2 Ads Keywords Ads Ads AdsKeywords KeywordsKeywords
  9. 9. Google AdWords-Campaign Types  Your ad campaign has its own budget and settings that determine where your ads appear.  We can create a project based on the client requirement for the project.
  10. 10. Google AdWords-Campaign Types  There are five types of campaigns .They are: Search Network with Display Select Search Network Only Display Network Only Shopping Online Video
  11. 11. Google AdWords-AdGroup  Your ad group contains a set of similar ads and the words and phrases, known as keywords  An AdGroup contains one or more ads which target a shared set of keywords.  Each of your campaigns is made up of one or more ad groups.  Use ad groups to organize your ads by a common theme.
  12. 12. Google AdWords-Ad Types Text Ad Image Ad Video Ad Dynamic Ad Mobile Ad
  13. 13. Google AdWords-Ad Types
  14. 14. Google AdWords-Keywords Match Types Keywords Types Broad Match Phrase Match Exact Match Broad Match Modifier This ad automatically run on relevant variations of your keywords, even if these terms aren't in your keyword lists. The ad will show, if user query matches with your keyword in same manner. Denoted with double quotes ( “ “ ) symbol The ad will show, if the keyword matches exactly with your query. Denoted with square brackets ( [ ]) symbol Best match type to target many users, who use a combination of keywords. Denoted with plus ( + ) symbol
  15. 15. Google AdWords-Bidding Types Mainly Three kinds of bidding types. Namely  CPM(Cost-per-thousand impressions):  CPC(Cost-per-click ) :  CPA(Cost-per-acquisition) :
  16. 16. Google AdWords-Ad Rank  Ad Rank determines your ad Position where your ad shows on the page in relation to other ads and whether your ads are eligible to show at all.  The main components of your Ad Rank are your bids and the quality of your ads and website. AdRank = Max. CPC * Quality Score(QS)
  17. 17. Google AdWords-Ad Rank  Max.cpc:  A bid that you set to determine the highest amount that you were willing to pay for a click on your ad  Quality Score(QS):  QS is a metric calculated AdWords based on various factors of quality and relevancy.
  18. 18. Quality Score Factors: Click through rate of keywords Relevance of keywords in Ad Group Relevance of keywords and Ads Relevance of landing page with keywords Historical AdWords account performance
  19. 19. Google AdWords-Ad Extensions  Ad extensions are a type of ad format that show extra information about your business. Some can be added manually and others are automated.
  20. 20. Google AdWords-Ad Extensions Review extensions call-out extensions App extensions Call extensions Location extensions Site link extension
  21. 21. Google AdWords-Create Ads
  22. 22. Google AdWords-Editor Tool  AdWords Editor is a free, downloadable application for managing your AdWords advertising campaigns. Purpose:  Can make bulk changes in off-line  Export and Import files to share proposals  View statistics to all campaigns  Copy/Move items between Adgroups and Campaigns

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