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. Since advertisers have to pay for these clicks, this is how Google makes money from search.

1. 1 - What Is Google AdWords - What are the benefits?
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. Since advertisers have
to pay for these clicks, this is how Google makes money from
search.

2. 1 - What Is Google AdWords - What are the benefits?
• Instant presence on search engine result page (SERP)
• Relevancy – It Gives You What You Want!!!!
• It’s measurable
• Cost effective
• Highly Targeted audience (Time/day/device/demographic/location)
• Retargeting

3. 2 - Google Advertising Networks – Where Are Your Ads Shown?
Google Search Network

4. 2 - Google Advertising Networks – Where Are Your Ads Shown?
Google Display Network

5. 2 - Google Advertising Networks – Where Are Your Ads Shown?
Google Shopping Network
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6. 2 - Google Advertising Networks – Where Are Your Ads Shown?
Universal App - Google Play/Display/YouTube
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7. 3 - What Makes AdWords Work So Effectively – Quality Score
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8. 8
3 - What Makes AdWords Work So Effectively - QS

9. 3 - What Makes AdWords Work So Effectively – Quality Score
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10. 3 - What Makes AdWords Work So Effectively – Quality Score
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11. 4 - What Do You Pay – Budgets & Bidding
• Daily Budgets – Monthly Budget/Weeks/Days/Hours
• Target ROAS
• Target CPA
• Enhanced CPC
• Manual CPC
• Positional Based Strategy (Target search Page Location)
• Maximise Clicks
• Target Outranking Share
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12. 4 - What Do You Pay – Budgets & Bidding
• I set my MAX CPC as £1.00
• Nearest competitor bids £0.75
• How much would you pay?
• £0.76!!!!
• Google Will Never Exceed Your Monthly Budget……….. But
• Can exceed your daily budget by 10%
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13. 5 - What Is Allowed/Not Allowed To Advertise On Google Network
• Alcohol – Restricted By Country – Irresponsible Drinking
• Copyrights – Need Specific Permission
• Adult Content/Services – Country Specific - Restricted
• Gambling – Restricted (Approved Limited)
• Pharmaceutical Products – Restricted – Pills/Potions/Procedures (Botox)
• Financial Services – Payday loans etc – Restricted
• Dangerous Products – Restricted – Knives, Glue, Fireworks etc
• Counterfeit Goods -
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14. 6 - Campaign Types/Strategy/Conversion Funnels
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• Consideration - Product
• Awareness – Product/Brand
• Purchase - Brand

15. 6 - Campaign Types/Strategy/Conversion Funnels
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16. 6 - Campaign Types/Strategy/Conversion Funnels
Brand – Targeting YOUR K/words – High QS
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17. 6 - Campaign Types/Strategy/Conversion Funnels
Competitor – THEIR K/Words – LOW QS
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18. 6 - Campaign Types/Strategy/Conversion Funnels
Generics – Should be high QS
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19. 6 - Campaign Types/Strategy/Conversion Funnels
Call Only – No Need For Website
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20. 6 - Campaign Types/Strategy/Conversion Funnels
Google Shopping
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21. 6 - Campaign Types/Strategy/Conversion Funnels
Google Shopping
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• Feed based
• Merchant centre, ecommerce based
• Need a checkout
• Feed must be refreshed every 30 days
• Optimised same theory as regular search

22. 6 - Campaign Types/Strategy/Conversion Funnels
Display Targeting
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• Keywords
• Placements (Specific Websites)
• Demographics
• Hobbies & Interests
• CPM Not CPC

23. 7 – Common PPC Terms & Abbreviations
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http://www.ppchero.com/ultimate-guide-paid-search-acronyms-terminology
• Exact Match [Buy Red Socks]
• Phrase “ Buy Red Socks In London”
• Broad Match Buy The Worst, Smelliest Red Socks In New Zealand
• Negative Keyword – Keywords You DO NOT Want to Be Selected For

24. 7 – Common PPC Terms & Abbreviations
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http://www.ppchero.com/ultimate-guide-paid-search-acronyms-terminology
• PPC – Pay Per Click
• CTR% - Click Through Rate (Impressions/Clicks)
• CTA - Call To Action – What Action Do You Want Your Customers To Perform
• CPA – Cost Per Acquisition – How Much For A Lead
• CPC – Cost Per Click – How Much You Are Charged Every Time Someone Clicks Your Ad
• Max CPC – Maximum Your Willing To Spend Per Click
• Avg CPC – Average CPC – Average Paid Per Click Over Chosen Period

25. 7 – Common PPC Terms & Abbreviations
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http://www.ppchero.com/ultimate-guide-paid-search-acronyms-terminology
• ROI – Return On Investment - %Rate On Profit Of Account
• Ad Rank – Quality Score Multiplied By Bid
• Av Pos – Average Position – Average position Of Ad Over Chosen Time Period
• Ad Group – Closely Related Keywords Grouped Together
• Ad Rotation – How You Want your Ads Delivered - Rotate Evenly Etc
• Ad schedule – A Schedule Determining When Your Ads Are Shown
• Labels – Not clickable Label – Invaluable – Fantastic For Reporting And Optimising

26. 7 – Common PPC Terms & Abbreviations
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http://www.ppchero.com/ultimate-guide-paid-search-acronyms-terminology
• Conversion Rate – Rate At Which Your Keywords/Ads/Campaigns Convert
• Conversion – Somebody Performs A Desired Action – Buys Something as eg
• CPM – Cost Per Thousand (Impressions) – Display Network Only
• CPV – Cost Per View – YouTube – How Much Your Charged Per Video – TruView Campaign
• Display URL – Non Clickable Green Coloured URL Within Ad Copy
• DKI – Dynamic Keyword Insertion