AdWords is Google's pay-per-click advertising platform that allows advertisers to target keywords related to their business and display ads on Google search results and partner websites. Advertisers select keywords, write ads and landing pages, and set a daily budget for their ads to run, and they only pay when users click their ads. The goal of an AdWords campaign is to generate targeted traffic to a website by matching ads to users' search queries and interests to help businesses reach potential customers.

1. Introduction to AdWords
Frederick Vallaeys, Google AdWords Evangelist
1

2. AdWords is the Google’s version of
the pay per click advertisement. it
allows you to advertise your business
on online with your website link to
your particular keywords or key
phrases. Based on the users search
queries Google will display your ads
on the right side of the SERP only if
search
queries
matches
your
keywords. At the same if your ads get
the users click then you can pay for
the
amount
that
you
bid.
2

3. Why to use Google AdWords?
Basically there are peoples who
visiting websites for gaining
information or to get the service or
products. People who trying to
gather information would likely to
find their website through a search
result, but people who like to get a
product or service prefer to click an
ad they have found. So Google
Adwords is the best tool to reach
your audience quickly.
3

4. How Does Google AdWords Work?
A vast way to enlarge your visibility on the net is to buy ads
through Google’s Adwords.
Using Adwords, you can assist manage the sum of traffic
you’d like to get by deciding how much you believe each click
is value.
Through Google Adwords, you can suggest a list of words
linked to your site and any search including those things will
listing you along with the Search Engine results as a
sponsored ad.
Google Adwords works in a simple manner in such a way you
have to pick keywords, you have to pay a fee and at last you
will get the sponsored Search Engine result placement when
users search for a term.
4

5. Benefits that Google AdWords offer
Helps to bring the target audience to your
website.
Helps to work within your decided budgets.
Helps to grow your advertising skills.
Helps to promote your product / services in
fastest way.
5

6. Goals when using Adwords
The goal of google adwords is to generate
more quality traffic to your website.
Increase your brand awareness
Sell more products and services
Increase your profits
Your ad should be helping the internet public
to achieve their goals
6

7. Googles different advertising channels
Google Search network
Google Partners
Google Content Network
Devices
Desktop and laptop computers
Iphones and other mobile devices with full
internet browsers.
7

8. Three Important Terms
AdWords allows you to buy your business ads using three
terms which include Cost Per Click, Cost Per Impression, or
Cost Per Conversion.
Cost per click means that you pay for each click on your ads.
Here you will set maximum CPC amount that you willing to
pay for each click. It is also referred as pay-per-click.
Cost per Thousand Impression means that you paying for
your ad to display on the Google Display Network. So you
have to pay for each set of a thousand impressions of your
ads.
Cost Per Conversion is the final alternative, and this
essentially means you’re paying for every person who comes
to your site via your ads and completes a sale. Clearly this is
a great choice for small business, but remember this is
probable the most costly choice offered.
8

9. What is Quality Score?
Quality score is a rank given by Google for
your ads keywords out of 10.
If you are not using relevant keywords and
landing pages in your ads then no doubt you
will receive a low quality score.
You will get high quality score if your
keywords and landing page in your ads are
relevant.
9

10. The Google Ad Auction
Max CPC
The maximum
cost
Per Click (CPC)
an
advertiser is
willing
to pay for a click.
X
Quality Score
Quality Score is
Determined by:
1) Clickthrough
Rate (CTR)
2) Keyword & Ad
Text Relevance
3) Landing Page
Relevance
=
Ad Rank
The product of
Max
CPC and Quality
Score. To
improve
your Ad Rank,
you
can raise your
bid
or improve your
relevance.
10

11. The Google Ad Auction
Max CPC
Quality
Score
Ad Rank
Actual CPC
Advertiser 1
$2.00
10
20
$1.61
Advertiser 2
$4.00
4
16
$3.01
Advertiser 3
$6.00
2
12
$4.01
Advertiser 4
$8.00
1
8
Highest CPC
Your Price=
The Ad Rank
of the person
below you
/
Your
Quality
Score
+
$0.01
11

12. Key Metrics
Metric
Definition
Clicks
A click occurs when a user sees your
ad and clicks your ad, leading him or
her to your website.
Impressions
An impression is counted each time
your ad is shown on a search result
page or other site on the Google
Network.
CTR (Clickthrough Rate)
Clickthrough rate (CTR) is the number
of clicks your ad receives divided by the
number of times your ad is shown
(impressions).
Average CPC (Cost Per Click)
The average amount you pay each time
someone clicks your ad.
12

13. Google Ad Extensions
Type
Description
Location Extensions
Help nearby consumers find or call
your nearest storefront
Call Extensions
Connect users to your business
directly by phone
Social Extensions
Link people’s Google+ endorsements
for your business +Page to your
AdWords campaign
Product Extensions
Include more product information in
your ad
Seller Ratings
Show your online business ratings in
your ad
Ad Sitelinks
Promote more pages within your site
beyond your main ad landing page
13

14. Agenda
The Changing Marketing Landscape
Reaching Google’s Audience with Your Message
How to Get Started with Google AdWords
How to Run a Successful AdWords Campaign
14

15. Where Are We Today…and Where Are We Going?
Today
Digital Media
$
Non-Digital Media
1995
2007
2050?
15

16. As a Marketer, Your Objectives Are Manifold
Education
Awareness
Create awareness
Radio
Outdoor
Search
Marketing
Create interest through
information
Print
Direct mail
& response
Television
Image
Maintain brand
Direct response
Cycle of trial, purchase, and repeat
16

17. Search is the Most Efficient Channel
Approximate Customer Acquisition Cost Across Various Channels
$80
$70
$60
$60
$50
$40
$20
$20
$8.5
$0
Direct mail
Email
Online display ads
Yellow Pages
Search
Source: Piper Jaffray: “The New eCommerce Decade: The Age of Micro Targeting,” Oct 2006
17

18. The Right Lead at the Right Time
“charity”
Contextually relevant ad
on website
“Annual Giving”
Decision
and
Purchase
Cycle
“Sponsor a Child”
“Sponsor a Child in India”
18

19. Agenda
The Changing Marketing Landscape
Reaching Google’s Audience with Your Message
How to Get Started with Google AdWords
How to Run a Successful AdWords Campaign
19

20. Google AdWords Reaches Global Markets
People use
Google in over 100
languages
The Google Network reaches
more than 80% of worldwide
Internet users.
Sources: Measured by Media Metrix and NetRatings (September 2004); “2005 Web Globalization Report Card,” Byte Level Research (November 2004)
20
20

21. The Google Network
Google: #1 U.S.
search engine:
Search partners:
Thousands of
Content partners:
21

22. Reaching Customers Online
Reach customers via three advertising touch points:
Connect with
Consumers
When They
Search
Connect with
Consumers
When They
Research
Connect with
Consumers
When They
Pursue Interests
with Google’s
with Google’s
with Google’s
Search Solutions
Content Network
Site Targeting
22

23. 23

24. Imagine Your Business on Google
Your Business
Imagine your business here right when a
user is searching for what you offer
www.YourBusiness.com
24

25. Google Search Results
Search Query:
‘flowers’
Google
Search Results
25

26. Google AdWords Ads
AdWords Ads
26

27. Keyword Advertising
• Targeted advertising
• Better advertiser ROI than
untargeted ads
• Improved user experience
27

28. AdWords for Content
Reaches millions of users as they read content online
Google scans a page,
interprets its content and
serves relevant ads
Relevant ads
Targeted in real-time
Recipe for Roasted
Garlic Pasta Sauce
28

29. AdWords for Content
•
To the right of the organic
search results
• (Cost per click
advertising)
•
Above the search results
• (Cost per click
advertisting)
• If the relevance is high
• When you pay more
than
your competitors
29

30. AdWords for Content
Ads in the content network
• Ads can be embedded in
websites
• Targetting keywords
OR
• Targetting specific URL’s
30

31. AdWords for Content
Payment models
• Cost-Per-Click
• Targets the search results pages
• You only pay when an advert is
clicked
• Cost-Per-Mille (1000 page
impressions)
• Targets the content network
(embedded in pages)
You pay everytime an ad is shown
31

32. AdWords for Content
How it works
• User enters a search term
• Advertiser determines a number of
keywords and associates an
advertisment
• Google matches the search terms with
the keywords and displays the ads.
• When a user clicks the ad, the
advertiser pays a certain amount
based on their bid
32

33. Structure of a Google Adwords Account
•
Account
• Users & payment details
•
Campaign
• Here you define a geographical
target area and (browser) language
•
Ad Group
• An ad group contains one or more
ads which target a set of keywords,
placements, or both.
•
Keywords
• Keywords (exact, board,
• Negative keywords
33

34. Agenda
The Changing Marketing Landscape
Reaching Google’s Audience with Your Message
How to Get Started with Google AdWords
How to Run a Successful AdWords Campaign
34

35. AdWords Start Page
Step 1: Go to
Step 1: Go to
www.google.com/adwords
www.google.com/adwords
When you reach the Google AdWords
When you reach the Google AdWords
page, simply click the button to begin
page, simply click the button to begin
The sign-up process usually takes
The sign-up process usually takes
about 15 minutes
about 15 minutes
You can read more about the benefits
You can read more about the benefits
of AdWords and how it works on this
of AdWords and how it works on this
page as well
page as well
35

36. Choose Your Edition
Step 2: Choose Your Edition
Step 2: Choose Your Edition
For this presentation we will
For this presentation we will
walk you through the Starter
walk you through the Starter
Edition sign-up process
Edition sign-up process
Starter Edition has a simplified
Starter Edition has a simplified
sign-up and set-up process for
sign-up and set-up process for
new AdWords advertisers
new AdWords advertisers
You will have simplified
You will have simplified
keyword selection, ad copy
keyword selection, ad copy
writing, and campaign/local
writing, and campaign/local
targeting
targeting
You can always graduate to the
You can always graduate to the
Standard Edition at any time
Standard Edition at any time
36

37. What if I Don’t Have a Web Page?
Hosted business pages are informational sites that new AdWords
Hosted business pages are informational sites that new AdWords
advertisers may create when setting up advertising campaigns.
advertisers may create when setting up advertising campaigns.
If you have a small business and would like to advertise with Google
If you have a small business and would like to advertise with Google
AdWords, but you don't have a website, you can create a hosted
AdWords, but you don't have a website, you can create a hosted
page to showcase your business. It usually takes only 15 minutes to
page to showcase your business. It usually takes only 15 minutes to
set up.
set up.
With AdWords and hosted business pages, you'll be able to reach
With AdWords and hosted business pages, you'll be able to reach
potential customers with a few quick and easy steps.
potential customers with a few quick and easy steps.
37

38. Select Your Ad Location and Language
Step 3: Select the language and location where you want your ad to show
Step 3: Select the language and location where you want your ad to show
You can target a specific area within your selected country, territory, and
You can target a specific area within your selected country, territory, and
even state if you so wish
even state if you so wish
38

39. Write Your Ad
Step 4: Write your ad
Step 4: Write your ad
In this step, you enter the
In this step, you enter the
website address where you
website address where you
want potential customers to go
want potential customers to go
when they click on your ad
when they click on your ad
If you don’t have a webpage,
If you don’t have a webpage,
you can still take advantage of
you can still take advantage of
AdWords. We have a tool that
AdWords. We have a tool that
allows you to create a simple
allows you to create a simple
page hosted by Google
page hosted by Google
Then, follow the instructions
Then, follow the instructions
and write your ad. Your ad title
and write your ad. Your ad title
and copy should be relevant
and copy should be relevant
and understandable to your
and understandable to your
customers
customers
If you are having a case of
If you are having a case of
writer’s block, there’s a tool
writer’s block, there’s a tool
that can provide you with ad
that can provide you with ad
copy ideas; simply click the
copy ideas; simply click the
“Give me ideas” tab and follow
“Give me ideas” tab and follow
the simple instructions
the simple instructions
39

40. Choose Your Keywords
Step 5: Choose Your Keywords
Step 5: Choose Your Keywords
Keywords are what your prospective customers are typing
Keywords are what your prospective customers are typing
into the search bar to find your products and services,
into the search bar to find your products and services,
such as
such as
“real estate, 91311”
“real estate, 91311”
In this step, you can enter as many keywords and key
In this step, you can enter as many keywords and key
phrases as you’d like into the box
phrases as you’d like into the box
Your ad will be more effective if your keywords are directly
Your ad will be more effective if your keywords are directly
related to your ad. More specific key phrases and
related to your ad. More specific key phrases and
40
keywords will lead to better leads
keywords will lead to better leads

41. Set Your Budget and Choose a Currency
Step 6: Choose your budget
Select the currency in which you will be paying for
your ad
AdWords will show your ad as often as possible
within the budget guidelines you set
You can select one of the preset budget amounts or
input your own monthly budget amount in the box
41

42. Create an Account
Step 7: Set Up Your Account
Step 7: Set Up Your Account
If you already have an account with
If you already have an account with
any of Google’s properties, you can
any of Google’s properties, you can
choose to use that email address and
choose to use that email address and
password to log into AdWords
password to log into AdWords
If you want to create a new account,
If you want to create a new account,
simply select the second option and
simply select the second option and
enter the requested information
enter the requested information
Then, click “create account”
Then, click “create account”
42

43. Enter Your Billing Information
Select a form of payment
Select a form of payment
You can use direct debit or credit card
You can use direct debit or credit card
43

44. Agenda
The Changing Marketing Landscape
Reaching Google’s Audience with Your Message
How to Get Started with Google AdWords
How to Run a Successful AdWords Campaign
44

45. How do I create an effective AdWords campaign?
Relevance is the key to a successful AdWords campaign
Targeted
Ad
Higher
Clickthrough
Rates
Good User
Experience
Better
Conversions
More Qualified
Leads
45

46. How do I Choose Good Keywords?
Relevant Keywords:
• Accurately reflect products/services being
offered
• Match what your audience is looking for
• Target the audience without being too general
46

47. Keyword Match Types
Ads are continuously matched to Internet users’
interests based on your keywords
Use keyword match types to your advantage
• Broad Match
• Phrase Match
• Exact Match
• Negative keyword
Ads are placed as buying decisions are made
The Result: Businesses reach their audience at the
right time, with the right message
47

48. Broad Match Example
For the broad-matched keyword used book
- used book dealer
- buy used book
- used and rare book
- used book for sale
Ad can appear
for any of these
queries
- Cheap used book
48

49. Broad Match Keywords
Broad match
• Keyword:
- buy flowers
• May show for these queries:
- buy flower
- buy red flowers
- flowers buy
- new york buy flowers
- buy tulips

50. Phrase Match Keywords
Phrase match
• Keyword:
- “buy flowers”
• May show for these queries:
- where can I buy flowers
- buy flowers in new york
• But not for these queries:
- buy red flowers (there is an extra word in between)
- flowers buy (the words are reversed)
- buy flower (this is the singular)
- Buy tulips (the words are different)

51. Exact Match
Exact match
• Keyword:
- [buy flowers]
• May only show for the query:
- buy flowers
- Buy Flowers (capitalization doesn’t matter)

52. Negative Keywords
Negative match
• Keyword:
- -cheap
• Your ad will never show for these queries:
- Buy cheap flowers
- Cheap flowers in New York

53. Advanced Match Types
Single word phrase match
• Only show my ad when the query contains my
keyword
• E.g. “flowers” may show for “buy flowers” but NOT
“floral arrangements” or “tulips”
Negative exact match + Broad match
• Only show the ad for variations of my keyword
• E.g. “flowers” and –[flowers] may show for
“flowers delivered” but not “flowers”

54. Dynamic Keyword Insertion
Improve the CTR of your ads by making the ad text
more relevant to the keyword
Keyword:
- ‘flower delivery new york’
Ad Text:
- {keyword:flowers} -> flower delivery new york
- {Keyword:flowers} -> Flower delivery new york
- {KeyWord:flowers} -> Flower Delivery New York
Flowers is the default inserted keyword
Keyword is inserted but NOT the query
Can also be used in the destination URL

55. Search Query Performance Report
1
Select the correct match type (i.e.
broad, phrase, exact, or negative) for
your existing keywords
2
Identify new keywords to add to your
account
3
Identify existing keywords that should
be deleted

56. Broad Match Example
For the broad-matched keyword used book
- used book dealer
- buy used book
- used and rare book
- used book for sale
Ad can appear
for any of these
queries
- Cheap used book
56

57. What are Negative Keywords?
• Prevent ads from appearing on irrelevant search queries
• Eliminate unwanted impressions
Keyword:
used book
Negative Match: -cheap
57

58. Choosing the Right Keywords – Selling Dogfood
buy cheap dog food online now
pets
Purina dog chow
buy dog food
dog food recipes
dogs
vet
canned dog meals
58

59. Choosing the Right Keywords
Average US Search Phrase Length
2 word phrases
29%
3 word phrases
22%
4 word phrases
20%
5 word phrases
12%
1 word phrases
6%
6 word phrases
6%
7 word phrases
3%
0%
10%
20%
30%
94% of people in the US search with multi-word phrases
Source: OneStat.com – July 2006
59

60. How do I write an effective ad?
• Ad text distinguishes you from the competition
• Communication, appearance, and style are important
• Be persuasive and informative
• First thing the user sees
60

61. Keywords in Ad Text
Catch your customer’s eye by making sure your
headlines match the keywords.
figurines
Collector Dolls 40% Off
The Anastasia Collection Porcelain Dolls, Doll Stands, & More
www.AdWordsExample.com
Discount Figurines
Unique Collectibles, Gift Ideas,
Figurines & Miniatures. Buy Online!
www.AdWordsExample.com
Matching terms show up in bold
text on the Google results page.
61

62. Include a Call to Action
Examples: get info, research here, download free white paper, order
our catalog, buy now, save money
Avoid meaningless slogans and gimmicky language
Click Here
Visit Us
62

63. Differentiate Products or Services
Send Chocolate Gifts
Save 10% on all chocolate orders.
Free shipping over $50.
Save 50%
$10 Off
Free Shipping
Free White Paper
Seasonal Sales
63

64. Advertise by Location
Location in ad text can increase performance
• Attracts attention of local users
• Non-local users will not click on ad
New York Advertising
64

65. Inter-capitalize Display URL
Inter-capitalizing your display URL may make your ad
stand out more and lead to better clickthrough rates
65

66. Including Multiple Ads
Use multiple ads to test messages and see which on works best
66

67. How to write a good advertisement
•
25 character headline
•
2 x 35 character description lines
•
Display link
•
URL
•
Tips:
•
Answer the users questions
•
Use dynamic keywords where suitable
•
Use url rewriting for relevant url & display link
•
Include a “call-to-action”
•
Include as much detail as possible (e.g. price – model nr - …)
67

68. Controlling Costs
• No minimum spend
• You choose your own maximum daily spending limit (daily budget)
• Choose how much you want to spend per click for every keyword
• Pay Google for users who click on your ad
• Conversion tracking = real-time return-on-investment data
68

69. Using Budgets
With AdWords, you can set your advertising budget to
With AdWords, you can set your advertising budget to
whatever you desire. Simply enter a monthly budget
whatever you desire. Simply enter a monthly budget
amount into the box in the “Budget” section
amount into the box in the “Budget” section
For more control, you can even decide how much each
For more control, you can even decide how much each
customer lead (click) is worth to you. You can set your
customer lead (click) is worth to you. You can set your
maximum cost-per-click to any amount you desire, such
maximum cost-per-click to any amount you desire, such
as $0.10
as $0.10
If you’re unsure, Google could help optimize your
If you’re unsure, Google could help optimize your
budget based on the keywords you choose; simply
budget based on the keywords you choose; simply
check the “Google should set my bids…” box
check the “Google should set my bids…” box
69

70. Relevancy Decreases Your Cost
The ad rank depends on the relevance of the ad
and your maximum bid
• Rank = Quality Score * Maximum CPC
It is possible for the higher ranked ad to have a
lower cost per click than its competitors
If your ad is more relevant, you can still compete
against someone with more money
70

71. And Targeting Is Easy…
94043
AdWords gives you the option to target the
AdWords gives you the option to target the
location where your ad will be visible to potential
location where your ad will be visible to potential
customers
customers
If you want your ad to be shown to all relevant
If you want your ad to be shown to all relevant
searches in a particular country, you can simply
searches in a particular country, you can simply
select a country
select a country
If you would like to target a local area within a
If you would like to target a local area within a
country, simply enter a city name or postal code
country, simply enter a city name or postal code
to search and select the area where you would
to search and select the area where you would
like your ads to show
like your ads to show
71

72. Regional and Local Targeting
You can target ads so they appear only in locations of
interest to you – your neighborhood, your service
areas, your city or your state.
Select from pre-defined
geographies
OR
Countries
Define the area,
customize the targeting
Within a defined radius
Within defined borders
Regions
Cities
72

73. AdWords is Accountable
Monitor Your AdWords Performance
Monitor Your AdWords Performance
The AdWords interface lets you monitor the performance of each ad
The AdWords interface lets you monitor the performance of each ad
that you are running, as well as your overall performance
that you are running, as well as your overall performance
With AdWords, you always know how your ads—and marketing
With AdWords, you always know how your ads—and marketing
budget—are performing
budget—are performing
73

74. Questions
Frederick Vallaeys, Google AdWords Evangelist
74

75. Appendix
75