Google AdWords is Google's advertising service that allows businesses to display ads on Google search and their advertising network. The document discusses setting up and optimizing AdWords campaigns in 4 sections: A) What is Google AdWords - it is an advertising service suitable for different stages of the customer purchase funnel. B) Need-to-know of search ads - details how ad rank, quality score, and bidding work. C) How to set up search ad campaigns - provides guidance on creating accounts, campaigns, ad groups, keywords, ads, and conversion tracking. D) Optimization - discusses optimizing campaigns on an ongoing basis through negative keywords, bid adjustments, adding/pausing ads and keywords

1. Hands-On with
Google AdWords
Veiko Paalandi
Bondora, Digital Acquisition Marketing Manager

2. Google AdWords
A. What it is?
B. Need-to-know of search ads
C. How to set it up?
D. Optimisation

3. What is Google AdWords?
Advertising service by Google
for businesses wanting to display ads
on Google and its advertising network

5. Targeting options:
- keywords/context
- placements
- topics
- interest
- demographics
(multiple at once)

10. A. What is Google AdWords?

11. A. What is Google AdWords?
• Suitable for each stage of customer purchase funnel
• Awareness - video ads, display ads (Affinity audiences)
• Interest - video ads, display ads (Custom affinity audiences)
• Desire/consideration - search ads, display ads (In-market
audiences)
• Action - search ads
• Retention - remarketing

12. Need-to-know
of search ads

13. B. Need-to-know of search ads
• You control how much you are willing to spend per click / daily
budget / max budget
• Cost of your click is determined by Ad Rank (you + others)
• Ad Rank = Quality score x max CPC bid
• QS = relevancy of your keyword + ad + landing page to search query
• Your keywords will start with QS 6/10
• Read AdWords editorial guidelines before creating ads

14. B. Need-to-know of search ads
• Coupons available (for example ‘spend 10€, get 40€’) for new
AdWords accounts
• Most data available almost instantly
• Conversion and impression share data delay up to 48h
• Hire a professional (in-house or agency) after you can afford
bigger budgets

15. How to set up
search ad campaigns

16. C. How to set it up?
• Creating an account is really easy
• Hint: you can use any email address (create a Google account -> use
existing email)
• Basic structure:
• Campaign
• Ad Group
• Keywords + ads
• Hint: group keywords that are very similar to single ad group
• Hint: create at least 2 ads for each ad group

17. image: hubspot.com

18. C. How to set it up?
• Campaign level settings:
• Type of campaign
• Location and language targeting
• Hint: Use „Target: People in my targeted location“
• Hint: Try listing regions of the country instead of country
• One domain only
• Daily budget
• Ad Schedule
• Mobile bid adjustments -100% to +300% (also on ad group level)

19. C. How to set it up?
• Understand keyword match types
• Exact match: [european innovation academy]
• Phrase match: „innovation academy“
• Broad match modifier: +academy +innovation
• Broad match: innovation academy
• Hint: do not use broad match
• Hint: start with keywords that are most likely to generate converting traffic
• Hint: use at least 2-word keywords

20. C. How to set it up?
• Understand and use different ad extensions, especially:
• Sitelink extensions (additional links to your site)
• Call extensions (click-to-call for mobile devices)
• Callout extensions (your key strengths)
• App extension (direct link to live mobile app within Google Play and/or
Apple App Store)
• Hint: add recommended description texts where possible

21. C. How to set it up?
• Conversion tracking
• Set up Google Analytics
• Hint: use Google Tag Manager for your Analytics tag
• Link AdWords and Analytics accounts
• Set up conversion tracking or goals in Google Analytics
• Import at least one GA conversion/goal to AdWords
• Calculate your cost per conversion target

22. Optimisation of
search ad campaigns

23. D. Optimisation
• Start optimising already on a 2nd day
• Use negative keywords to block irrelevant searches (find search
terms report and use it regularly)
• Adjust keyword level max CPC based on performance
• Hint: If campaign status „Limited by budget“ - lower bids
• Pause high volume keywords with no conversions
• Use bid adjustments (device, location, day/time)

24. D. Optimisation
• Add new keywords similar to those that bring conversions
• Compare click-through rates and conversion rates of ads within
one ad group – pause worse performing ad and create a new
one based on better performing ad
• If you can, pause keywords with very low quality score (1-3)

25. Thank you!