A primer on how to choose the best AdWords marketing strategy, how to build robust campaigns and how to best optimize and track them.

1. How to be the

2. •Choosing the right campaign type
•DSA, RLSA
•Building robust campaigns
•Valuable AdWords Reports
•Latest AdWords Updates
AGENDA

4. Search Network
Only
Display Network
Only
Search Network
with Display
Select
Where Ads
Appear
Throughout
Google Search
Network
Throughout
Google Display
Network
Search results on
the Search
Network and
Relevant
placements
within the Google
Display Network
How It Works
Ads are matched
to search results
pages based on
the terms or
phrases someone
searches.
Ads are matched
to websites and
other placements
when keywords
are related to a
site’s content or
the interests of a
user browsing a
site.
Budget is shared
across both
networks.
However, ads are
shown more
selectively on the
Display Network.

5. Search Network
Only
Display Network
Only
Search Network
with Display
Select
Available ad
formats Text ads
Text, image, rich
media, and video
ads
Text, image, rich
media, and video
ads
When to choose it
• You want your
ads to appear
next to Google
search results
• You only want
to reach
customers
searching for
your specific
product or
service
• You want to
reach customers
while they’re
browsing online
• You’re
interested in
building
awareness for
your brand
across a large
audience
• You want to
advertise on
Google Search
and also branch
out to reach
customers as
they browse the
web
• You'd like to
apply your
remaining Search
Network budget
to advertising on
the Display
Network

6. •Keywords
•Location & Language
•Device Targeting
Google
Search
•Contextual/Keyword : Based on keywords and topics
chosen (Automatic placements)
•Topic targeting
• Placement targeting (Manual placements)
• Audience Targeting
• Device Targeting
Google
Display
TARGETING OPTIONS

8. DYNAMIC SEARCH ADS
Making use of DSAs is especially handy for
advertising on sites that have a constantly
changing mix of products.

9. Why use Dynamic Search Ads

10. Remarketing List for Search Ads
Allows an advertiser to build lists of users who have visited specific
pages in their site and condition their search bids, creatives, or keywords
based on a Google visitor's presence in one of these lists.

11. RLSA Best Practices
Set campaigns to search only network
Create a copy or a new campaign before targeting
remarketing lists for search
If ad fatigue is a possible issue, creating multiple ad
creatives will be the way to go.
Broad match keywords may have a higher conversion
rate
Use more general keywords in campaign
Combine views of pages or product categories with
buying signal modifiers like "review", "buy", "prices", etc.
Increase visibility for more recent visits

12. ADDITIONAL
CAMPAIGN
SETTINGS

13. Change your daily budget on peak
shopping days
Modify your Max CPC bids based
on CTR or conversion rates
Enable ad text directing users to
promotional landing pages late on
a Sunday night
Automated Rules

14. Enhanced CPC
Each time your ad is eligible to appear, Enhanced
CPC will automatically raise and lower the Max CPC
bid that you've set based on the likelihood that your
ad will convert.
It does this by analyzing your campaign's historical
conversion tracking data along with a number of
other factors.

15. Automated Bidding

16. Location Targeting
Lets you target your ads to
specific geographic areas (by
adding or excluding locations)
like countries, regions, cities,
postal codes, or by targeting a
radius around a location.

17. Valuable AdWords Reports

18. Demographics on Display Network
•Shared Library > Audiences > and then click into one
of your existing Rule-Based remarketing audiences.
Where to find it
•This report visually shows the demographic
composition of your audiences.
Why it is important

19. Top 10 (And Top 500) Visited URLs With
Remarketing Tags
•Shared Library > Audiences > on the top right of the page,
click the “View Tag Details” button > click the text
“Your AdWords tag is active” text toward the top of the pop-
up >.
Where to find it
•This shows what site pages have your remarketing pixel on
them and are generating people for your remarketing
audiences.
Why it is important

20. Main Sitelink Feed
•Shared Library > Business Data > and then click into “Main
Sitelink feed.”Where to find it
•From this view of your sitelinks, you can see reporting data
with rows that include the destination URL of your sitelinks —
it’s a column that is unavailable in the sitelinks reporting on
the ad Extensions tab.
Why it is important

21. Conversion Actions
•Tools > Conversions. It’s where you go to add a new
conversion type.Where to find it
•This report gives you a fast, easy visual of your various
conversion types and the amount each is contributing to the
conversion column that you see in all your other reporting.
Why it is important

22. Conversion Web Pages
•Tools > Conversions > then click in to one of your web-
based, listed conversion names.Where to find it
•Shows the pages that are firing your conversion pixel. A
quick scan will quickly show you if there are thank you
pages that are not showing conversions which should
be and pages that are contributing conversions that
shouldn’t be.
Why it is important

23. GETTING THE BEST OUT OF
AUCTION INSIGHTS REPORT
Impression
Share
Top of Page
Rate
Average
Position
Overlap Rate
Position
Above Rate

24. Establish a Baseline of Your
Competitive Landscape Over Time

25. Identify Your Own Account’s Strengths

26. Know the Types of Competitors You Face

27. Use Overlap & Position Above Rate to
Assess Competition on Brand
• Are other advertisers serving above you on
your brand terms and likely to be pushing
you off the page entirely at times?
• How often are they serving on these
searches?

28. Metrics Positives Negatives Recommendation
Impression
Share
If somebody is
interested in a
product you offer,
you will be there to
sell it to them.
Low quality score &
require bidding much
higher than your
competitors for the
same keywords.
Optimizing for
impression share can be
a good option can work
for ad group with long
tail and ready-to-buy
keywords & strong call-
to-action ad copy.
Average
Position
Top of the Page ads
benefit by typically
occupying more real
estate on the SERP
because of
preferential treatment
to ad extensions
If you are aiming for
#1 position in a
competitive market,
you’ll need a
relatively large
budget.
If your Auction Insights
Report shows one
competitor that appears
to have significant
advantages in all
categories, then aim
slightly lower when
using Average Position
as a key competitive
metric.

29. Metrics Positives Negatives Recommendation
Overlap
Rate
Can be used to weigh
the pros and cons of
specific keywords &
determine if it’s a
category worth
spending your budget
on.
Using Overlap Rate to
deter you from
bidding on specific
keywords will
eliminate you from
competition,
benefiting your
competitor too
Make a decision based
on your business goals
and revenue from those
keywords
Position
Above
Rate
Ability to measure
your competitors one-
on-on and compare
progress over time.
Can get you to over
spend.
Don’t get caught up in
optimizing your
campaigns to
outperform your
competitors.
Top of
Page Rate
Learn how consistent
you and your
competitors are at
appearing at the top
of the search engine
results page, above
the organic results.
Being on top of page
can cost a lot of
money.
Use with impression
share to gain a better
understanding of where
you stand.

30. 10 IMPORTANT
RECENT
ADWORDS
UPDATES

31. #1 Call Only Campaigns

32. #2 Ad Customizers

33. #3 PLA via Google Shopping got transitioned to
AdWords based Shopping Model

34. #4 Callout Extensions

35. #5 App Promotion Ads

36. #6 Forced use of Close Variants

37. #7 Dynamic Remarketing for all verticals

38. #8 Call Tracking with Website Call
Conversions

39. #9 Demographic Targeting Tab

40. #10 Automated Bidding now available for RLSA

41. THANK YOU!
Connect with me for AdWords consulting
Email : anveshaposwalia@gmail.com
LinkedIn : in.linkedin.com/pub/anvesha-poswalia/22/748/409/en