This document provides information about pay-per-click (PPC) ads, including an overview of keyword matching options, how to refine ads for specific keywords, and how to perform keyword research. It also discusses how to link Google Adwords accounts to Google Analytics for reporting and how to set up conversion tracking.

1. PPC Ads

2. Review Selection of Ads

37. Overview of Ad System Auction
View
Hal Varian Introduction
http://www.youtube.com/watch?v=K7l0a2
PVhPQ

39. Google Adwords
http://adwords.google.com/support

43. What are keyword matching options?
• Broad match: keyword
Allows your ad to show on similar phrases and relevant
variations
• Phrase match: "keyword"
Allows your ad to show for searches that match the exact phrase
• Exact match: [keyword]
Allows your ad to show for searches that match the exact phrase
exclusively
• Negative match: -keyword
Ensures your ad doesn't show for any search that includes that
term

44. Keyword Matches

45. Broad Match

46. Phrase Match

47. Exact Match

48. Negative Match

49. Keyword Insertion

50. KEYWORD INSERTION
Buy {Keyword:Puppies}
From an Award-Winning Breeder
Satisfaction Guaranteed!
www.Example.com
destination URL: http://www.Example.com/?kw={keyword:nil}

51. How it works
Search query: poodles yorkies
west highland
terriers
Ad:
Buy Poodles
From an Award-
Winning Breeder
Satisfaction
Guaranteed!
www.Example.co
m
Buy Yorkies
From an Award-
Winning Breeder
Satisfaction
Guaranteed!
www.Example.co
m
Buy Puppies
From an Award-
Winning Breeder
Satisfaction
Guaranteed!
www.Example.co
m
Destination URL:
http://www.exampl
e.com/?kw=poodle
s
http://www.exampl
e.com/?kw=yorkie
s
http://www.exampl
e.com/?kw=west%
20highland%20terr
iers

52. Capitalistion - Search:golden retrievers
Your ad's title
How the ad title appears to
users
What part of the keyword is
capitalized?
Buy {keyword:Puppies} Buy golden retrievers No part
Buy {Keyword:Puppies} Buy Golden retrievers
The first letter of the first word
only (sentence capitalization)
Buy {KeyWord:Puppies} Buy Golden Retrievers
The first letter of each word
(initial capitalization)
Buy {KeyWORD:Puppies} Buy Golden RETRIEVERS
The first letter of the first word
and the entirety of each additional
word
Buy {KEYWORD:Puppies} Buy Golden Retrievers
The first letter of each word
(initial capitalization)

53. Refining Keyword Ads
Ad group name: Puppies
Keywords:
golden retrievers, labradors,
poodles, yorkies, puppies
Ad text:
Buy {KeyWord:Puppies}
From an Award-Winning Breeder
Satisfaction Guaranteed!
www.Example.com

54. More Granular Ad Group
Ad group name: Poodles Yorkies
Keywords:
poodles, poodle puppies,
toy poodles
yorkies, yorkie puppies,
teacup yorkies
Ad text:
Buy {KeyWord:Poodle
Puppies}
Award-Winning Poodle
Breeder
Satisfaction Guaranteed!
www.Example.com
Buy {KeyWord:Yorkie
Puppies}
Award-Winning Yorkie
Breeder
Satisfaction Guaranteed!
www.Example.com

55. Keyword Research Tools
• https://adwords.google.com/select/AdTargetingPreview
Tool
• http://www.wordtracker.com/
• http://www.marketsamurai.com/
• http://www.seomoz.org/keyword-difficulty/
• http://www.keyworddiscovery.com/

56. Keyword Research

58. Search Operators
• For example, [ allinanchor: best museums sydney ] will return only pages in
which the anchor text on links to the pages contain the words “best,”
“museums,” and “sydney.”
• [ allintext: travel packing list ] will return only pages in which the words
“travel,” “packing,” and “list” appear in the text of the page.
• [ allintitle: detect plagiarism ] will return only documents that contain the
words “detect” and “plagiarism” in the title
• [ allinurl: google faq ] will return only documents that contain the words
“google” and “faq” in the URL, such as “www.google.com/help/faq.html
• [ restaurants inanchor:gourmet ] will return pages in which the anchor text on
links to the pages contain the word “gourmet” and the page contains the word
“restaurants
• [ Hamish Reid intext:pandemonia ] will return documents that mention the
word “pandemonia” in the text, and mention the names “Hamish” and “Reid”
anywhere in the document (text or not).

59. Search Operators
• [ flu shot intitle:help ] will return documents that mention the word “help” in
their titles, and mention the words “flu” and “shot” anywhere in the document
(title or not)
• [ inurl:print site:www.googleguide.com ] searches for pages on Google Guide
in which the URL contains the word “print.”
• The query link:URL shows pages that point to that URL. For example, to find
pages that point to Google Guide’s home page,
enter:[ link:www.googleguide.com ]
• Find links to the Google home page not on Google’s own
site.[ link:www.google.com -site:google.com ]
•

60. To Link Adwords to Googe Analytics

61. Linking Adwords and Google Analytics
• Sign in to your AdWords account at https://adwords.google.com.
• Select the Reporting tab and choose "Google Analytics."
• Select "I already have a Google Analytics account."
• From the Existing Google Analytics Account drop-down menu,
select the name of the Analytics account you'd like to link to. If
you don't see it listed, you'll need to first add your AdWords
username to your Analytics account as an Account Admin.
• Keep the checkboxes selected on this page, unless you're sure
you'd like to disable auto-tagging. For importing cost data, read
"How can I import my AdWords cost data?"
• Select Link Account

62. Conversion Tracking

63. Create a conversion action

64. Adding $value variables