Digital Marketing Institute Mumbai

By Compufield & Aonlinetrainig.com
www.compufield.com/digital
www.aonlinetraining.com/digital

Online Digitial Marketing Courses by #compufield & #aonlinetraining
+91 9819006132 (Call / WhatsAPP) , faiyaz_khairaz (SKYPE)
Google Adwords
 What is Google Adwords
 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

Why Google Adwords
 Targeted Results
 You have Total Control – You set the Budget
 Campaigns are Measurable
 Pay only for results (ie when your advert is clicked)

Paid
Paid

How are Ads Ranked?
 Call to Action
 Relevancy of Landing Page
 CTR – Click Through Rate
 Speed of the website
Quality Score=

Call To Action

Relevancy of Landing Page
 The title of the page
 Text in your ad and how relevancy to the landing page
 The Speed at which your landing page would load

CTR – Click Through Rate
Click Through Rate is determined by
(Clicks / Impressions) x 100
For Example your website has received
100 impressions
&
20 Clicks
Your CTR for the Campaign would be 20%

CTR – Click Through Rate
Website Cost Per
Click
Quality Score Ad Rank Ad Position
A Website 20 5 100 2
B Website 15 8 120 1
C Website 25 3 75 3

Types of Network
 Search Network with Search Partner’s Sites
 Display Network with Engagement Ads
 Video (YouTube Ads)
 Shopping Campaign / Product Listing Ads
 Important Points
 Remarketing works only with Display Network & Youtube
Ads)

Search Network
 A group of search-related websites where your ads can
appear.
 Websites include Google search sites and non-Google
search sites (like AOL) that partner with Google to
show search ads, called search partners.
 When you advertise on the Search Network, your ad
can show next to search results when someone
searches with terms related to one of your keywords.
 The Search Network is part of the Google Network

Search Partners
 Sites in the Search Network that partner with Google to show ads.
 Search partners extend the reach of Search ads to hundreds of non-
Google websites (like AOL), as well as Google Maps, YouTube, and
other Google sites.
 On our search partners, your ads can appear on search results pages, on
site directory pages, or on other pages related to a person's search.
 With Shopping campaigns, your Product Listing Ads can appear on
search partner sites that display and link to products for sale.
 Search partners are included within Search Network campaigns by
default, but you can choose not to show your ads on search partners by
deselecting the "Include search partners" checkbox as you create a
campaign.
 When you deselect "Include search partners," your ads are eligible to
show on Google Search and Shopping only.
 The clickthrough rate (CTR) for ads on search partner sites doesn't
impact your Quality Score on Google.com.

YouTube Ads
 Image, video, and text -- to different placements on the
YouTube site, as well as specific content categories like
Science & Technology or Education. You can also
exclude specific content on the YouTube site from
appearing with your ads.

Display Network
 A group of more than a million websites, videos, and
apps where your ads can appear. Sites in this network
show relevant AdWords ads.
 The Display Network (formerly known as the Content
Network) is one part of the Google Network.
 Your ads can be automatically matched to websites and
other placements like mobile phone apps, when your
keywords are related to the sites' content. You can also
choose to target specific sites, pages about specific
topics, demographic groups, and more.

Product Listing Ads

Assignment
Make a Search Network Ad for Zodiac Shirts
Landing Page
http://www.zodiaconline.com/zodiac/retail/products/Zodiac
/Z3/Shirts
This ad should only be visible in Nagpur & Mumbai
Per Day Budget is Rs 750/-
You need to Create Site Links, Call Extensions
You need to send your assignment to
info@aonlinetraining.com
(You would have to share your adwords account ID for us to
check your assignment)

Using keyword matching options
 Use matching options with your keywords to help
control which searches can trigger your ad.
 When choosing the appropriate match type for a
keyword, we typically recommend starting with broad
match to maximize your potential to show your ads on
relevant searches.
 Use the search terms report to monitor which keyword
variations triggered your a

Using Keywords
 Keyword match types help control which searches can
trigger your ad. For example, you could use broad match to
show your ad to a wide audience or you could use exact
match to hone in on specific groups of customers.
 In general, the broader the keyword matching option, the
more traffic potential that keyword has. Conversely, the
narrower the keyword matching option, the more relevant
that keyword will be to someone's search. Understanding
these differences can steer you in choosing the right
keyword matching options and can help you improve
your return on investment.

Match type Special symbol Example keyword Ads may show on searches that Example searches
Broad match none women's hats include misspellings, synonyms, related searches, and
other relevant variations
buy ladies hats
Broad match modifier +keyword +women's +hats contain the modified term (or close variations, but not
synonyms), in any order
hats for women
Phrase match "keyword" "women's hats" are a phrase, and close variations of that phrase buy women's hats
Exact match [keyword] [women's hats] are an exact term and close variations of that exact term women's hats
Negative match -keyword -women are searches without the term baseball hats

Broad Match
Broad match keyword Ads may show on searches for
women's hats women's hats
buy ladies hats
womens caps
hats for girls
womans hats
Buy red hats for women
This is the default matching option. With broad match, your ad may show if a search term contains
your keyword terms in any order, and possibly along with other terms. Your ads can also show for
close variations of your keywords.
Sticking with the broad match default is a great choice if you don't want to spend a lot of time
building your keyword lists and want to capture the highest possible volume of ad traffic. You can use
it with negative keywordsto avoid highly irrelevant traffic.
Example

Broad Match Modifier
Broad match modifier
Ads may show on
searches for
Ads won't show on
searches for
+women's +hats women's hats
buy women's hats
Hats for women
helmets for women
women's visors
You can add a modifier, the plus sign on your keyboard (+), to any of the terms that are part of your
broad match keyword phrase. By adding a modifier, your ads can only show when someone's search
contains those modified terms, or close variations of the modified terms, in any order. The modifier
won't work with phrase match or exact match keywords.
Unlike broad match keywords, modified broad match keywords won't show your ad for synonyms or
related searches. For this reason, it adds an additional level of control. Using broad match modifier is
a good choice if you want to increase relevancy even if it means you might get less ad traffic than
broad match.
Example

Phrase Match
Phrase match keyword
Ads may show on
searches for
Ads won't show on
searches for
"women's hats" women's hats
buy women's hats
woman's hats
Women's hats
girls hats
womens baseball hats
With phrase match, your ad can show when someone searches for your exact keyword, or
your exact keyword with additional words before or after it. We'll also show your ad when
someone searches for close variations of that exact keyword, or with additional words
before or after it.
Using phrase match can help you reach more customers, while still giving you more precise
targeting. In other words, your keywords are less likely to show ads to customers searching
for terms that aren't related to your product or service.
To use a phrase match keyword, simply surround the entire keyword with quotation marks.
For example, "women's hats".
Example

Exact Match
Exact match keyword
Ads may show on
searches for
Ads won't show on
searches for
[women's hats] women's hats
woman's hats
buy women's hats
women's hats on sale
With exact match, your ads can appear only when someone searches for your exact
keyword, without any other terms in the search. We'll also show your ad when someone
searches for close variations of that specific keyword.
Unlike phrase match, if someone searches for additional words before or after your exact
keyword, your ad won't show. Using exact match means that your keywords are targeted
more precisely than broad match or phrase match.
To use an exact match keyword, simply surround the entire keyword with brackets. For
example, [women's hats].
Example

Negative Keywords
You can use negative match to prevent your ad from showing to people
searching for certain terms. Your ad won't show if a search term contains the
keyword term you define with a minus sign (-) prefix. Negative keywords are an
especially useful way to filter out irrelevant traffic and thus prevent unwanted
clicks.
You can use negative keywords in conjunction with other match types. For
example, you could use an exact match negative keyword to prevent your ad
from showing to people who searched for that exact keyword. Keep in mind that
when you use negative keywords, your ads could still show on searches that
include synonyms and other variations, such as singular or plural versions of your
words.
If your keyword is women's hats and you add the negative keyword -women your
ad won't appear for any searches that contain the word women.
It's important to keep in mind that you should only add the minus sign (-) prefix to
the keyword that you don't want to trigger your ad, like -women as shown in this
example.

Negative Match
Negative match
keyword
Ads may show on
searches for
Ads won't show on
searches for
-women girls' hats
sun hats
hats for women
women's hats
-"women's hats" girls' hats
women's baseball hats
women's hats
Women's hats
women's hats for sale
want to buy women's
hats
-[women’s hats] buy women's hats
women's hats on sale
women's hats
Women's hats

 Choose your negative keywords carefully. If you use too many
negative keywords, then your ads might reach fewer customers.
 Your ads still might show on searches and pages that contain
variations of the terms that you select as negative keywords. Your
ads might still show on searches that contain only one of your
negative keyword terms if your keyword terms are more than one
word. Let's say you add the negative keyword "wine bottle." Your
ad might still show for searches and pages that contain "stemless
wine glasses," "red wine," or "glass bottle." However, your ad
wouldn't show for searches on "red wine bottle" or "wine bottle
opener."
 We still might show your ad when someone searches for a phrase
that's longer than 10 words and your negative keyword follows
that 10th word. Let's say your negative keyword is "discount."
Your ad can show when someone searches for "nice clean hotel
rooms in Los Angeles close to beach discount" because your
negative keyword is the 11th word in the phrase. On the other
hand, we won't show your ad when someone searches for "nice
clean hotel rooms in Los Angeles beach views discount" because
your negative keyword is the 10th word in the phrase.

Using flexible bid strategies
 Flexible bid strategies automatically set bids to
optimize for your performance goals across specific
campaigns, ad groups, and keywords.
 Once you create a strategy, it will be stored in
your Shared library for centralized management and
performance tracking. You can apply your strategy
from the Campaigns, Ad groups, or Keywords tabs.

Benefits of flexible bid strategies
 Flexible bid strategies give you automated bidding exactly
when, where, and how you want it -- across multiple
campaigns, or within a single part of a campaign.
 For example, by applying the "Maximize clicks within
target spend" strategy to your lower priority keywords,
AdWords automatically optimizes their bidding, while you
retain manual bidding control over your most important
keywords. Or you can apply the "Target search page
location" strategy to important keywords across your
campaigns to increase the likelihood that your ads show as
much as possible on the first page of Google Search.
 To help improve your performance in ad auctions, some
strategies adjust bids using real-time details like device,
browser, location, and time of day. Some strategies also will
automatically adjust bids based on whether or not
someone is on one of your remarketing lists.

Flexible bid strategy When to use it Where to apply it
Maximize clicks automatically sets
bids to help you get the most clicks
within a target spend amount that you
choose.Flexible version of automatic
bidding
When site visits are your primary goal
When you want to maximize traffic on
long tail terms while keeping within a
certain spend
Campaigns, ad groups, keywords
Target search page
location automatically adjusts bids to
help you get your ads to the top of the
page or the first page of search
results.New bid strategy
When you want more visibility on the
first page of Google search results or
in the top positions
Target outranking
share automatically sets bids to help
you outrank another domain’s ads in
search results.New bid strategy
When you want more visibility than
other domains in search results
Target cost-per-acquisition
(CPA) automatically sets bids to help
you get as many conversions as
possible while reaching your average
cost-per-acquisition goal.Flexible
version of Conversion Optimizer
When you want to get the most
conversions with your target CPA
Campaigns, ad groups
Enhanced cost-per-click
(ECPC) automatically adjusts your
manual bid up or down based on each
click’s likelihood to result in a
conversion.Flexible version
of Enhanced CPC
When conversions are the main
objective, but you also want control
over your keyword bids
Campaigns, ad groups
Target return on ad spend
(ROAS) automatically sets your bids
to maximize your conversion value,
while trying to reach an average return
on ad spend.New bid strategy
When you value conversions
differently, and want to meet a target
ROAS

 Every community needs a hashtag
 No other social discovery mechanism has the same speed, versatility, and
widespread adoption as the hashtag. It may seem geeky or trendy to some, but
the hashtag is a powerful tool that unites people around common interests and
goals. We believe every community needs a hashtag, and every hashtag needs a
tagboard.
 Universal Because hashtags are technically just keywords, they can be adopted
by any network or system that supports text input and hyperlinking.
Scalable
 Hashtags aren’t constrained to the same limitations as other taxonomy systems.
They can scale infinitely.
Easy
 Using hashtags is as simple as adding a ‘#’ symbol to any word you want to
become linked.
 Proven
 With widespread inclusion across multiple social networks, and an embrace
from users around the world, hashtags have shown their real-world value.

Twitter

The yin and yang of the #hashtag
 Unlike other marketing tools, the hashtag wasn’t born in an office on Madison
Avenue. It was a user-proposed hack that started with grassroots adoption and
grew to be embraced by mainstream culture.
 Now, the opportunity exists for community managers to bring new relevance
and value to hashtags through curation and authority, without which the
hashtag won't ever reach its full potential. We call it the yin- yang of the
hashtag.
Trending… in all the right ways
 The trend is both obvious and telling: hashtags are replacing URLs in
marketing strategies for the world’s biggest brands.
 Two key proof points: in 2012, the hashtag was used as a call to action in just 7%
of Super Bowl ads. By 2014’s big game, hashtag use in ads skyrocketed to 58%,
with some ads featuring the hashtag on-screen for the entire duration of the
ad.
Tips
 Hashtags don’t come with an instruction manual. Whether you’re a marketing
professional, community manager, or you’re throwing a party, there are some
simple practices we recommend to create the best hashtag for your project:

 Keep it short, sweet, and memorable — The best hashtags are short,
minimizing character use (critical on some networks) and making them easier
to read and remember.
 Check existing posts — Before you decide on a hashtag, make sure to search
to see if anything is already being posted using that same hashtag (and if so,
making sure there isn’t too much overlap or offensive content associated with
it).
 Be unique — Avoid using common words or phrases that will produce a lot of
social noise.
 Tricks
 When it comes to social media, there are no shortcuts to attaining viral growth.
With that said, there are a few tricks that can kickstart interest in your
campaign. Here are some suggestions:
 Seed content — Identify key influencers in your audience and encourage
them to publish your best content.
 Make it physical — Put your hashtag on printed material and promote it
everywhere you would normally put your URL and even your marketing slogan.
 Build in value/longevity — Think about how your hashtag might be used
outside the context of how you intended it, and make it so users still might find
value doing so.

Digital Marketing Institute Mumbai

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