A quick overview of Google Ads (Adwords) and the different kind of campaigns you can use using Google Ads. I explained the role each campaign type plays, bidding types available etc.

1. ADWORDS FOR
STARTUPS

2. ABOUT ME
Subject Matter Expert, Certified by the Digital Marketing Institute of
Ireland.
Trainer for Google Digital Skills, Facebook for Creators, Wild Fusion Digital
Centre, Orange Academy
4 years+ digital marketing experience - media buying & strategy
expertise.
Barack Obama’s YALI Star
Nigeria 25 under 25 Nominee - Media and Communications.
...and other accolades.

3. Google AdWords is an online
advertising service by Google for
businesses who want to serve
clickable ads on the Google search
results page.
Google Ads:
What is Google Adwords?

4. BENEFITS OF USING GOOGLE ADS
Target your ads
1. Keywords & Interest
2. Ad location (Search,
GDN).
3. Demography: Age,
location, and
language
4. Days, times, and
frequency
5. Devices
Control your costs
AdWords gives you control
over how of your money
and how you spend it (per
click, per view etc).
There’s no minimum.
Measure your success
You can also use analytical
tools to learn about your
customer online
behaviour, how they
interact with your ad and
website. Where their
engagement ends etc.

5. GOOGLE’S ADVERTISING NETWORK
SEARCH
NETWORK
DISPLAY
NETWORK YOUTUBE
APP INSTALL

6. SEARCH ADS

7. SEARCH NETWORK
PLACEMENT: Search & Maps
CORE OBJECTIVES: Conversion - Reach customers
actively searching for their specific product or
service
● Search can be used to fill the gaps when
Organic is weak
● Provides immediate and early access to a
ready market
BIDDING: Cost Per Click (CPC)

8. SEARCH NETWORK (KEYWORDS)
You'll use keywords — words or phrases that
describe your product or service — to target your
ads. When someone searches for terms that are
similar to your keywords, your ads can appear
alongside or above search results on sites that are
part of the Search Network.
Exact Match:
Most targeted audience: [cheap hotels in lagos]
Phrase Match: Much More Targeted:
‘’Cheap hotels in Lagos’’
Broad Match Modifier:
More Targeted Audience +hotels in +Lagos
Broad Match:
Default option with the broadest reach. Lagos
Hotel
Negative Keywords:
Prevent Your ad showing for certain terms –
[five stars hotel in Lagos]
A= Broad Match, B= Phrase Match, C= Exact Match, D= Modified Broad Match
cheap hotels lagos
‘’cheap hotels lagos’’
[hotel lagos]
[+hotel +lagos]
A
B C
D

9. SEARCH NETWORK (ADS)
Text ads: The simplest and most common kind of
search ad, text ads are made up of 2 headlines, a
display URL and a description.
Ads with extensions: Ad extensions are visual
enhancements to search ads that more
prominently display information about your
business, such as a phone number, location, or
links to other pieces of relevant content from
deeper within your sitemap.

10. SEARCH NETWORK (ADS)
AD RULES
● Character limits cannot be exceeded
● Limitations to use of special characters,
excessive punctuation and
capitalization
● Cannot use the word ‘Click’ in an ad
● Use of trademark terms in ad copy is
restricted
● No misrepresentation/ false
representation of a product or service
● Display URL must accurately reflect the
landing page/ destination URL
Relevant
Contains keywords and
uses the language of
the consumer
Attractive
Includes an offer or
USP
Directional
Uses a CTA to direct
the searcher to what
you would like them to
do, purchase, download
etc.

11. SEARCH NETWORK
Match
Type
Negative
Keywords
Max CPC
Bids
Ad Copy
How Keywords
Trigger Ads
Ad
Extension
s
The Ads Searchers
See

12. DISPLAY ADS

13. PLACEMENT: Gmail, Blogger, Publisher & partner
sites, mobile sites & apps. YouTube.
OBJECTIVE: Brand Awareness * Remarketing *
Consideration
● Use appealing ad formats to reach a wide
range of customers with broad interests
● Choose more specifically where their ads can
appear, and to what type of audience
BIDDING: CPM & CPC
● Lower CTR; More Impressions
DISPLAY NETWORK

14. AD FORMATS
● Image/gif ads
● Rich media ads
● Text Ads
TARGETING
● Contextual
● Behavioural
● Remarketing
DISPLAY ADS

15. YOUTUBE ADS

16. OBJECTIVE: Brand Awareness * Storytelling *
Consideration
AD FORMAT:
● BUMPER ADS
● IN STREAM SKIPPABLE ADS
● DISCOVERY ADS
BIDDING: CPM & CPV
YOUTUBE

17. UNIVERSAL APP CAMPAIGNS

18. Universal App campaigns streamline the process for you, making it easy to
promote your apps across Google’s largest properties including Search,
Google Play, YouTube, and the Google Display Network.
BIDDING: Cost per Install
UAC ADS

19. SEARCH: Google matches your ad to search terms that are relevant to your
app or its category.
PLAY STORE:
● Google Play related apps section:
● "You might also like" and "Related to this app"
● Google Play homepage: "Suggested for you"
YOUTUBE: Relevant pages or content on YouTube.
Gmail, Other apps, Mobile websites of news sites, blogs, and other sites
across the Internet.
● Your ads are eligible to appear where they're most relevant on the
Google Display Network and within other apps
UAC ADS

20. ADWORDS CAMPAIGN STRUCTURE

21. Campaign
Ad Group
Keywords/Targeting
Ads
Ads
Ad Group
Keywords/Targeting Ads
Account Structure:

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