The document provides an introduction to Google AdWords. It explains that AdWords is Google's advertising platform where advertisers bid on keywords to display clickable ads in Google search results. It then discusses topics like the different places ads can appear, including Google search partners and the display network. It also covers prerequisites for AdWords accounts, goal setting, basic terminology, how to structure accounts and campaigns, build keyword lists, create effective ads, use quality score and settings to optimize performance.

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Why AdWords…

3. Start
Stop
Intro &
Basics
What is
Online
Marketing
AdWords
Intro
AdWords
Terminology
AdWords
Essentials
Structure
Keywords
Ads
Quality
Score
Targeting
Types
Create
Structure
Bid Types
How to
Target
Display
Reporting
Tracking
Display &
Reporting

4. Introduction to
AdWords

5. Promotion
Promotion refers to raising customer awareness of a product
or brand, generating sales, and creating brand loyalty.
4 Ps of Marketing
1P
Product
What are we
selling? 2P
Price
How much is we
selling it for ?
04
Promotion
How will we let
people know we
are selling?
03Place
Where and how
will we sell it?

6. Online
Advertising
Social
Media
Email
Search
Content
Affiliate
SEO
SEM

7. Google AdWords is Google's advertising system in which
advertisers bid on certain keywords in order for their
clickable ads to appear in Google's search results
What is AdWords?

8. Where your ads can appear..?
On Google search result and search partners..

9. It including specific Google websites like Google Finance, Gmail, Blogger,
and Youtube that show AdWords ads. This network also includes mobile
sites and apps.
Collection of Website - A.K.A Display Network

10. Also in Google Maps
If you have text ads, you can choose to show them to customers in a
certain geographic location.

11. Prerequisites for AdWords..
Website
Key Elements
•Original and fresh Content
•User Friendly Navigation
•Simple and Professional Design
•Speed
•Point of Contact

12. Goal Setting
Key Elements
•Clicks
•Conversions
•Brand Awareness
•Sales

13. Basic AdWords
Terminology

14. Your account is associated with a
unique email address, password,
and billing information.
contain a set of similar
ads and keywords.
Campaigns have their own budget
and settings that determine where
your ads appear.
Terms user types in Google
Search

15. When someone clicks your ad, like
on the blue headline of a text ad
An amount that you set for each ad
campaign to specify how much, on
average, you'd like to spend each day
How often your ad is shown. An
impression is counted each time
your ad is shown
A bid that you set to determine
the highest amount that you're
willing to pay for a click

16. The order in which your ad appears
on a page in relation to other ads
Clicks/Impressions
Bidding for an Ad position
A conversion happens when
someone clicks on ad & then takes
an action that you’ve defined

18. How to Structure
your Account

19. Why Accounts structure is so Important?
• Determine which ads are Performing.
• Monitor changes easily.
• Have better control over budgets and costs.
• Locate specific keywords quickly.
• Manage and edit your campaigns easily.
Good account organization helps you make changes quickly,
target your ads effectively, and, ultimately, reach more of
your advertising goals.

21. How to Create Good Account Structure?
Organize your campaign to mirror your website

22. Create separate campaigns for multi-region advertising
Create Separate campaigns for different Ad Platforms
Tightly Themed ad groups.

23. How to Create
Keyword List

24. What is Keywords.
Words or phrases describing your product or service that you choose
to help determine when and where your ad can appear.
When someone searches on Google, your ad could be eligible to
appear based on the similarity of your keywords to the person's
search terms, as well as your keyword match types. Keywords are
also used to match your ad to sites in the Google Network that are
related to your keywords and ads.

25. Broad Match
+Broad + Match + Modifier
“Phrase Match”
Keyword Match Types
[Exact Match]
-Negative Keywords

26. Broad Match
Broad match is the default match type that all your keywords are
assigned. Ads may show on searches that include misspellings,
synonyms, related searches, and other relevant variations.
Example keyword: women's hats
Example search: buy ladies hats
How it Helps
Spend less time building keyword lists
To build your first list
Capture large Audience

27. Broad match modifier
Ads may show on searches that contain the modified term (or close
variations, but not synonyms), in any order.
Symbol: +keyword
Example keyword: +women's +hats
Example search: hats for women
How it Helps
More control over broad match
To build quick list
Capture large Audience

28. Phrase match
Ads may show on searches that are a phrase, and close variations of
that phrase.
Symbol: "keyword"
Example keyword: "women's hats"
Example search: buy women's hats
How it Helps
Phrase match is more flexible than exact match, but is more targeted
than the default broad match option.
Showing your ads to customers who are most likely searching for
your product or service.

29. Exact match
Ads may show on searches that are an exact term and close
variations of that exact term.
Symbol: [keyword]
Example keyword: [women's hats]
Example search: women's hats
How it Helps
limit who sees your ad to only those who search for your exact
keywords or close variants of your exact keywords.
The traffic you receive could be more interested in your product or
service.

30. Negative match
Negative keywords can help you reach the most interested
customers, reduce your costs, and increase your return on
investment (ROI).
Symbol: -keyword
Example keyword: -women
Example search: baseball hats
How it Helps
Prevent your ad from showing to people searching for or visiting
websites about things you don't offer.
Show your ads to people who are more likely to click them.
Reduce costs by excluding keywords where you might be spending
money but not getting a return.

31. Build Keyword List
Think like a customer when you create your list
Select specific keywords to target specific customers
Select general keywords to reach more people
Group similar keywords into ad groups
Pick the right number of keywords
Choose keywords that relate to the websites customers see

32. Keyword Planner

33. How to Create Better
Ads

34. Text Ads
Text ads, the simplest version of the online ads AdWords offers, have
three parts: a headline, a display URL, and two description lines.

35. How create successful text ads
Highlight what makes you unique
Include prices, promotions, and exclusives
Empower customers to take action
Include at least one of your keywords
Match your ad to your landing page
Appeal to customers on mobile
Experiment

36. Ad extensions
A feature that shows extra business information with your ad, like an
address, phone number, store rating, or more webpage links.
Types of Ad extensions
Site Links Call Extensions

37. Location Extensions App Extensions
Callout Extensions

38. Other Extensions
•Reviews
•Consumer ratings
•Previous visits
•Seller ratings
•Dynamic sitelink extensions
•Dynamic structured snippets

39. Good Ad Examples

40. What is Quality Score

41. What is Quality Score
An estimate of the quality of your ads, keywords, and landing pages.
Higher quality ads can lead to lower prices and better ad positions.
Quality Scores given by 1-10 rating.
How it Works
• Your keyword's expected click through rate (CTR)
• Your display URL's past CTR
• Your account history
• Your keyword/ad relevance
• Your keyword/search relevance
• Geographic performance
• Your targeted devices

42. Ad Price & Position

43. Ad Rank

44. Ad Position & Price

45. Settings

46. Campaign
Types
Search
Network
with Display
Select
Search
Network
only
Display
Network
only
Shopping
Video

47. Campaign
Sub
Types
Standard
All features
Mobile app
installs
Mobile app
engagement
Dynamic
Search Ads
Call-only

48. Common Settings
Locations
Ad Scheduling
Bid strategy
Networks

50. FYI

51. Display Ads
"Display Network only" campaigns are best if you'd like to show ads
on websites and apps when your keywords are related to the sites'
content.
When to choose it
• Recommended for more experienced AdWords advertisers
• You want to reach customers while they're browsing online
• You're interested in building awareness for your brand across a
large audience.
• Display Network only campaigns are usually focused on
increasing awareness of your business, or giving a vivid
impression of your brand.

52. Reporting

53. Conversion tracking
Conversion tracking is a free tool that shows you what
happens after a customer clicks on your ads -- whether they
purchased a product, signed up for your newsletter, called your
business, or downloaded your app. When a customer completes an
action that you've defined as valuable, these customer actions are
called conversions.

55. Reporting
You can find the specific performance data that interests you by
customizing the statistics tables of your AdWords account using
columns, segments, and filters. Once the table looks exactly how you
want, you can download it as a report in a variety of formats and
save it. You can also set up the report to run at specific intervals, and
schedule it to be emailed to you or other people who have access to
your account.

57. Aravindhu Chukka
Email: aravindh969@gmail.com
Linkedin: @aravindhu