The document provides an introduction to Google AdWords, including how to set up an effective AdWords campaign. It discusses targeting audiences through relevant keywords and sites. It recommends writing ads that include calls to action and differentiate products or services. It also suggests optimizing campaigns by monitoring performance, controlling costs through budgets, and improving ad relevance to decrease costs.

1. Introduction to AdWords By:- Chirag Vyas

2. Agenda The Changing Marketing Landscape Reaching Google’s Audience with Your Message How to Get Started with Google AdWords How to Run a Successful AdWords Campaign Target your audience Pay the right price Improve your site’s ability to convert Manage your account more effectively Expand your reach

3. Where Are We Today…and Where Are We Going? 1995 2008 2050 ? Digital Media $ Non-Digital Media Today

4. As a Marketer, Your Objectives Are Manifold Search Marketing Print Awareness Create awareness Education Create interest through information Image Maintain brand Direct response Cycle of trial, purchase, and repeat Television Radio Direct mail & response Outdoor

5. Search is the Most Efficient Channel $50 $20 $8.5 $0 $20 $40 $60 $80 Direct mail Email Online display ads Yellow Pages Search Source: Piper Jaffray: “The New eCommerce Decade: The Age of Micro Targeting,” Oct 2006 Approximate Customer Gaining Cost Across Various Channels $70 $60

6. Agenda The Changing Marketing Landscape Reaching Google’s Audience with Your Message How to Get Started with Google AdWords How to Run a Successful AdWords Campaign Target your audience Pay the right price Improve your site’s ability to convert Manage your account more effectively Expand your reach

7. Google AdWords Reaches Global Markets Sources: Measured by Media Metrix and NetRatings (September 2004); “2005 Web Globalization Report Card,” Byte Level Research (November 2004) People use Google in over 100 languages The Google Network reaches more than 80% of worldwide Internet users.

8. The Google Network Google: #1 U.S. search engine : Search partners : Thousands of Content partners :

9. Reach customers via three advertising touch points: Reaching Customers Online Connect with Consumers When They Search with Google’s Search Solutions Connect with Consumers When They Research with Google’s Content Network Connect with Consumers When They Pursue Interests with Google’s Site Targeting

11. Imagine Your Business on Google Your Business Imagine your business here right when a user is searching for what you offer www.YourBusiness.com

12. Google Search Results Search Query: ‘flowers’ Google Search Results

13. Google AdWords Ads AdWords Ads

14. Keyword Advertising Targeted advertising Better advertiser ROI than untargeted ads Improved user experience

15. Google Content Network Hundreds of thousands of worldwide content partners *Google Advertising Network = Google properties + syndicated search + Google content network Sources: comScore Media Metrix (August 2007); Google internal analysis Google Advertising Network* Google Content Network Reaches 548 million worldwide Internet users, more than any other property or network Tens of thousands of advertising auctions occur every second to select and serve relevant ads Hundreds of thousands of worldwide advertisers and publishers Google Content Network

16. AdWords for Content - AdSense Reaches millions of users as they read content online Google scans a page, interprets its content and serves relevant ads Recipe for Roasted Garlic Pasta Sauce Relevant ads Targeted in real-time

17. Advantages of the Google Content Network Precision & Scale Reaches 548 million worldwide Internet users, more than any other property or network Target by categories, keywords, demographics, interests, geography, and time Text ads, display ads, interactive gadget ads, in-video ads, and click-to-play video ads Reach every conceivable audience in a broad range of online environments – from moms reading recipes to business professionals reading trade articles Site by site placement performance report, conversion tracking, and Google Analytics Measure reach, ad effectiveness, and frequency Measurement Various Creative Options Broad Range of Environments Sources: comScore Media Metrix (August 2007)

18. Google’s flexible, content-targeted advertising program Contextually Relevant Ads Reach & Precision: Place ads on the largest global ad network (Google Content Network) alongside relevant content in real-time to reach an interested and engaged audience Effective Pricing: Set your maximum CPCs or leave the bidding to Google. Minimum bids start at $0.01, offering full control of ROI Creative: Easily test and re-test creative assets. Use text, image, Flash, or video ads to reach your audience

19. Run ads on specific sites based on psychographic & demographic audience criteria Advertise on Sites Where Your Target Users Are Select specific sites , category, affinity, or demographic to advertise within the Google Content Network Choose CPC or CPM-based pricing; minimum CPM bid is $0.25 Promote your brand and message to broad or niche audiences Run text, image, Flash, and video ads

20. Agenda The Changing Marketing Landscape Reaching Google’s Audience with Your Message How to Get Started with Google AdWords How to Run a Successful AdWords Campaign Target your audience Pay the right price Improve your site’s ability to convert Manage your account more effectively Expand your reach

21. AdWords Start Page Step 1: Go to www.google.com/adwords When you reach the Google AdWords page, simply click the button to begin The sign-up process usually takes about 15 minutes You can read more about the benefits of AdWords and how it works on this page as well

22. Choose Your Edition Step 2: Choose Your Edition For this presentation we will walk you through the Starter Edition sign-up process Starter Edition has a simplified sign-up and set-up process for new AdWords advertisers You will have simplified keyword selection, ad copy writing, and campaign/local targeting You can always graduate to the Standard Edition at any time

23. What if I Don’t Have a Web Page? Hosted business pages are informational sites that new AdWords advertisers may create when setting up advertising campaigns. If you have a small business and would like to advertise with Google AdWords, but you don't have a website, you can create a hosted page to showcase your business. It usually takes only 15 minutes to set up. With AdWords and hosted business pages, you'll be able to reach potential customers with a few quick and easy steps.

24. Select Your Ad Location and Language Step 3: Select the language and location where you want your ad to show You can target a specific area within your selected country, territory, and even state if you so wish

25. Write Your Ad Step 4: Write your ad In this step, you enter the website address where you want potential customers to go when they click on your ad If you don’t have a webpage, you can still take advantage of AdWords. We have a tool that allows you to create a simple page hosted by Google Then, follow the instructions and write your ad. Your ad title and copy should be relevant and understandable to your customers If you are having a case of writer’s block, there’s a tool that can provide you with ad copy ideas; simply click the “Give me ideas” tab and follow the simple instructions

26. Choose Your Keywords Step 5: Choose Your Keywords Keywords are what your prospective customers are typing into the search bar to find your products and services, such as “ real estate, 91311” In this step, you can enter as many keywords and key phrases as you’d like into the box Your ad will be more effective if your keywords are directly related to your ad. More specific key phrases and keywords will lead to better leads

27. Set Your Budget and Choose a Currency Step 6: Choose your budget Select the currency in which you will be paying for your ad AdWords will show your ad as often as possible within the budget guidelines you set You can select one of the preset budget amounts or input your own monthly budget amount in the box

28. Create an Account Step 7: Set Up Your Account If you already have an account with any of Google’s properties, you can choose to use that email address and password to log into AdWords If you want to create a new account, simply select the second option and enter the requested information Then, click “create account”

29. Enter Your Billing Information Select a form of payment You can use direct debit or credit card

30. Agenda The Changing Marketing Landscape Reaching Google’s Audience with Your Message How to Get Started with Google AdWords How to Run a Successful AdWords Campaign Target your audience Pay the right price Improve your site’s ability to convert Manage your account more effectively Expand your reach

31. How do I create an effective AdWords campaign? Target Audiences Higher Clickthrough Rates More Qualified Leads Better Conversions Good User Experience Relevance is the key to a successful AdWords campaign

32. Agenda - Keys to Better Results The Changing Marketing Landscape Reaching Google’s Audience with Your Message How to Get Started with Google AdWords How to Run a Successful AdWords Campaign Target your audience Keywords Sites Pay the right price Improve your site’s ability to convert Manage your account more effectively Expand your reach

33. Keyword Tool Generates potential keywords for advertiser campaigns and reports their AdWords statistics – including search performance and search volume trends – to help you select keywords most likely to return quality leads within your budget View estimated advertiser competition, search volume, cost, ad position, and search volume trends Easy to generate, select, and add keywords, keyword match type and keyword negatives directly into your ad group Generate keywords based on related search terms, highest click-through rate, webpage content, and text from your website

34. Keyword Match Types Ads are continuously matched to Internet users’ interests based on your keywords Use keyword match types to your advantage Broad Match Phrase Match Exact Match Negative keyword Ads are placed as buying decisions are made The Result: Businesses reach their audience at the right time , with the right message

35. Broad Match Keywords Broad match Keyword: buy flowers May show for these queries: buy flower buy red flowers flowers buy new york buy flowers buy tulips

36. Phrase Match Keywords Phrase match Keyword: “ buy flowers ” May show for these queries: where can I buy flowers buy flowers in new york But not for these queries: buy red flowers (there is an extra word in between) flowers buy (the words are reversed) buy flower (this is the singular) Buy tulips (the words are different)

37. Exact Match Exact match Keyword: [buy flowers] May only show for the query: buy flowers Buy Flowers (capitalization doesn’t matter)

38. Negative Keywords Negative match Keyword: - cheap Your ad will never show for these queries: Buy cheap flowers Cheap flowers in New York

39. Advanced Match Types Single word phrase match Only show my ad when the query contains my keyword E.g. “ flowers ” may show for “buy flowers ” but NOT “ floral arrangements” or “ tulips ” Negative exact match + Broad match Only show the ad for variations of my keyword E.g. “ flowers ” and –[ flowers ] may show for “ flowers delivered” but not “ flowers ”

40. Dynamic Keyword Insertion Improve the CTR of your ads by making the ad text more relevant to the keyword Keyword: ‘ flower delivery new york’ Ad Text: {keyword:flowers} -> flower delivery new york { K eyword:flowers} -> F lower delivery new york { K ey W ord:flowers} -> F lower D elivery N ew Y ork Flowers is the default inserted keyword Keyword is inserted but NOT the query Can also be used in the destination URL

41. Search Query Performance Report Identify existing keywords that should be deleted 3 Identify new keywords to add to your account 2 Select the correct match type (i.e. broad, phrase, exact, or negative) for your existing keywords 1

42. Choosing the Right Keywords – Selling Dogfood pets buy dog food buy cheap dog food online now Purina dog chow vet dogs canned dog meals dog food recipes

43. Choosing the Right Keywords Source: OneStat.com – July 2006 94% of people in the US search with multi-word phrases

44. How do I write an effective ad? Ad text distinguishes you from the competition Communication, appearance, and style are important Be persuasive and informative First thing the user sees

45. Keywords in Ad Text figurines Collector Dolls 40% Off The Anastasia Collection - Porcelain Dolls, Doll Stands, & More www.AdWordsExample.com Discount Figurines Unique Collectibles, Gift Ideas, Figurines & Miniatures. Buy Online! www. AdWordsExample .com Catch your customer’s eye by making sure your headlines match the keywords. Matching terms show up in bold text on the Google results page.

46. Include a Call to Action Examples: get info, research here, download free white paper, order our catalog, buy now, save money Avoid meaningless slogans and gimmicky language Click Here Visit Us

47. Differentiate Products or Services Save 50% $10 Off Seasonal Sales Free Shipping Free White Paper Send Chocolate Gifts Save 10% on all chocolate orders. Free shipping over $50.

48. Advertise by Location Location in ad text can increase performance Attracts attention of local users Non-local users will not click on ad New York Advertising

49. Inter-capitalize Display URL Inter-capitalizing your display URL may make your ad stand out more and lead to better clickthrough rates

50. Including Multiple Ads Use multiple ads to test messages and see which on works best

51. Controlling Costs No minimum spend You choose your own maximum daily spending limit (daily budget) Choose how much you want to spend per click for every keyword Pay Google for users who click on your ad Conversion tracking = real-time return-on-investment data

52. Using Budgets With AdWords, you can set your advertising budget to whatever you desire. Simply enter a monthly budget amount into the box in the “Budget” section For more control, you can even decide how much each customer lead (click) is worth to you. You can set your maximum cost-per-click to any amount you desire, such as $0.10 If you’re unsure, Google could help optimize your budget based on the keywords you choose; simply check the “Google should set my bids…” box

53. Relevancy Decreases Your Cost The ad rank depends on the relevance of the ad and your maximum bid Rank = Quality Score * Maximum CPC It is possible for the higher ranked ad to have a lower cost per click than its competitors If your ad is more relevant, you can still compete against someone with more money

54. And Targeting Is Easy… AdWords gives you the option to target the location where your ad will be visible to potential customers If you want your ad to be shown to all relevant searches in a particular country, you can simply select a country If you would like to target a local area within a country, simply enter a city name or postal code to search and select the area where you would like your ads to show 94043

55. Regional and Local Targeting You can target ads so they appear only in locations of interest to you – your neighborhood, your service areas, your city or your state. Select from pre-defined geographies Countries Regions Cities Define the area, customize the targeting OR Within a defined radius Within defined borders

56. AdWords is Accountable Monitor Your AdWords Performance The AdWords interface lets you monitor the performance of each ad that you are running, as well as your overall performance With AdWords, you always know how your ads—and marketing budget—are performing

57. Search Query Performance Report Example The Search Query column shows the queries that triggered your ads.

58. Agenda - Keys to Better Results The Changing Marketing Landscape Reaching Google’s Audience with Your Message How to Get Started with Google AdWords How to Run a Successful AdWords Campaign Target your audience Keywords Sites Pay the right price Improve your site’s ability to convert Manage your account more effectively Expand your reach

59. Site Targeting Use the site tool to find sites where your target users are.

60. Placement Performance Reports Domain and URL level reporting See the sites where your ads appeared, at the domain or URL level Site-by-site* performance metrics Understand how your ads are performing on each site through click, impression, cost and conversion metrics Special category reporting See performance metrics broken out by categories such as Domain ads or Error page ads The Placement Performance report provides increased transparency and control to help you meet your ROI objectives on the Google content network. *At this time, site-by-site metrics are only available for content pages. Sites participating in the AdSense for domains (AFD) and AdSense for error pages (AFE) programs are reported in aggregate until site-level reporting is available in the future.

61. Sample Report: New Columns The ‘Domain’ column shows you the domain of the site where your ad appeared.

62. Optimize for success 1. Re-evaluate keyword lists and ad text Are your ads appearing on irrelevant pages? Take steps to optimize keyword lists and ads. Consider creating content-only campaigns to tailor ad groups specifically for content. 2. Utilize the site targeting feature Site targeting may be used to directly target well-performing sites Please note that site targeting utilizes CPM bidding 3. Consider the site exclusion feature Use the site exclusion tool to exclude sites which are not converting well Avoid excluding sites based on subjective judgments on content or site quality Page content is dynamic and may change from the time users viewed it to the time you viewed the report Sites or pages you don’t find to be relevant, users may find to be useful Placement Performance Report Best Practices

63. Agenda - Keys to Better Results The Changing Marketing Landscape Reaching Google’s Audience with Your Message How to Get Started with Google AdWords How to Run a Successful AdWords Campaign Target your audience Keywords Sites Pay the right price Improve your site’s ability to convert Manage your account more effectively Expand your reach

64. How much should you bid If you want your AdWords ads to be profitable, you should aim for an ROI of more than 100%

65. Conversion Tracking Track ROI and make smarter decisions, for free Correlate ad clicks to custom conversion metrics Easily set up tracking for sales, sign-ups, leads, and page-views Measure conversion value of campaigns, ad groups, and/or keywords and optimize bids accordingly Track Google and non-Google ads

66. Ad Scheduling : What is Dayparting? Dayparting is a broadcasting term used to describe the practice of running different ads at different rates during different times of day. Internet dayparting usually involves increasing your bids during times when conversion rates are typically above average, and decreasing them when rates are typically below average AdWords advertisers can engage in dayparting by leveraging Ad Scheduling “Bid Multipliers” Historical Conversion Rates by Time of Day Decrease bids during below average periods Increase bids during above average periods 00.00 24.00 12.00 18.00 06.00 1.0% 0.5% 1.5% 2.0% 2.5% Average Conversion Rate

67. Ad Scheduling : Using Bid Multipliers

68. Pay Per Action Pay for completed action(s) User clicks on ad User completes action Set cost-per-action (CPA) value for a specific action on your site Publisher chooses your PPA ad and places it on his site Ad shows on publisher’s site

69. Conversion Optimizer

70. Conversion Optimizer The Conversion Optimizer allows you to specify your maximum cost-per-acquisition (CPA) bid and Google automatically adjusts your CPC bids to achieve those CPAs. Requires the use of conversion tracking and at least 300 conversions in the previous 30 days.

71. Agenda - Keys to Better Results The Changing Marketing Landscape Reaching Google’s Audience with Your Message How to Get Started with Google AdWords How to Run a Successful AdWords Campaign Target your audience Keywords Sites Pay the right price Improve your site’s ability to convert Manage your account more effectively Expand your reach

72. Google Analytics Keyword Analysis Compare conversion metrics per keyword, per site Website Optimization Optimize your web site for certain browsers, software platforms, search Site Overlay Visual representations of customer click path and conversions Geo-targeting Find out where your visitors come from Complete Conversion Metrics See ROI, revenue per click, average visit value and and much more… AdWords connects you with prospects at the precise moment when they're looking for your products or services Google Analytics increases conversion by understanding prospects better through web analytics

73. Google Analytics: Measure Everything Google Analytics – Improve your site and increase marketing ROI Free, hosted web analytics service View over 80+ reports – online & for download Key Benefits Measure and evaluate ROI on your marketing efforts Evaluate visitor navigation to identify site improvements Track e-commerce metrics such as revenue, cost, and conversion rates Utilize assistance from our Professional Services team Some of our customers:

74. Website Optimizer (Beta) Free site content optimization application that helps advertisers test and compare effectiveness of content on their web pages Use A/B testing or Multivariate testing Increase site effectiveness , visitor conversion rates and satisfaction Detailed reports on combination of content and components of sites that drive highest conversion rate Works with all analytics solutions and all site traffic , not just AdWords traffic Tests up to 10,000 combinations

75. Multivariate: Test Multiple Sections and Combinations

76. Multivariate: Test Multiple Sections and Combinations

77. Multivariate: Test Multiple Sections and Combinations 2 different headlines x 3 different images = 6 possible combinations

78. A/B: Or test whole pages

79. Detailed Graphical Reporting Reports are available in two formats Combinations Tab shows how each combination affects overall conversions Page Sections Tab rates how each section contributes to overall conversions as well as how each individual creative performs

80. Agenda - Keys to Better Results The Changing Marketing Landscape Reaching Google’s Audience with Your Message How to Get Started with Google AdWords How to Run a Successful AdWords Campaign Target your audience Keywords Sites Pay the right price Improve your site’s ability to convert Manage your account more effectively Expand your reach

81. A dashboard overview of all linked account statistics for advertisers and agencies to easily manage multiple accounts from a single login My Client Center (MCC) Displays up to 1,000 linked AdWords accounts Provides a relevant dashboard of information for all linked accounts Returns a unified report across multiple client accounts Offers a single login to access all AdWords accounts

82. AdWords Editor Manage AdWords right from the desktop with Google’s free downloadable account management application Navigate large accounts quickly and easily Locate and edit budget, keywords, CPCs, and more Make bulk changes to keywords and ad text Share comments and work collaboratively with other users Work offline, then upload changes directly to the account

83. AdWords API (Beta) A service enabling developers to create computer programs that directly interact with the AdWords platform More efficient control and creative management of large accounts Generate automatic keyword, ad text, URL, and custom reports Integrate AdWords data with databases, such as inventory systems Manage campaign operations, bids, and update creative Track traffic estimates for individual keywords to optimize campaigns

84. Agenda - Keys to Better Results The Changing Marketing Landscape Reaching Google’s Audience with Your Message How to Get Started with Google AdWords How to Run a Successful AdWords Campaign Target your audience Keywords Sites Pay the right price Improve your site’s ability to convert Manage your account more effectively Expand your reach

85. Marketer’s Objective: Effective Advertising At the Right Time With the Right Message Through the Right Medium 7:00 am Morning Paper 8:00 am Drive-Time Radio 10:00 am Check News Online 12:00 pm Send a Text Message 3:00 pm Chat with Colleague about Latest Movie 9:00 pm Prime Time TV The Right Consumer 1 2 3 4 5:00 pm Search for Dinner Recipes Online

86. Google Print Ads: Overview Currently adding Spanish-language and college newspapers to network Easier scale I Better targeting Fewer touch-points I Increased efficiency Bringing the simplicity and scale of a web- enabled marketplace to newspaper advertising Print Ads Key Benefits At Scale: Nationwide Coverage Over 400 major US newspapers 1 Targeted: Geography and Section Specific Choose sections or even special-interest papers 2 Efficient: Marketplace-Driven Pricing You offer what the ad is worth to you 3 Simple: Centralized Buying One interface and one invoice for multi-paper buys 4

87. Google Print Ads: Newspaper Partners Google’s network includes over 450 daily newspapers, including the primary newspaper in 32 of the top 35 DMA’s. 1 Editor & Publisher (2005) newspaper fact book Over 31M in total circulation 60% of total US paid circulation 1

88. Google TV Ads: Overview A fully integrated, end-to-end digital system for buying, selling, measuring, and delivering TV ads Key Benefits TV Ads Measurable: Near Real Time Reporting Second-by-second viewership data within 24 hours 1 Accountable: No Make Goods, No Bundling Advertisers pay only for impressions delivered 2 Flexible: Better Optimization Adjust campaigns on the fly with a few clicks of the mouse 3 Efficient: All-Digital Workflow Access 100 channels through a single interface 4 Strong National Footprint 13 million households via EchoStar partnership 5

89. Google TV Ads Initial Inventory Inventory Status 13 mm households dish TV footprint Reaching all markets 100 channels and all dayparts Echostar inventory will triple in Fall Inventory expansion plan underway

90. Google Audio Ads: Overview Optimization – Evaluate progress and adjust ad copy, station formats, markets, etc. 5 A fully integrated, end-to-end digital system for buying, selling, measuring, and delivering radio ads Audio Ads Key Benefits Efficient Web-based Transactions – Single interface for complex media buys 1 Targeted – Select demographics, markets, station formats and dayparts 2 Accountable Real-time Reporting – Track spots and impression deliveries in real-time – Listen to real recordings of your ads 3 Measurability – Track direct response – Monitor online activity metrics 4

91. Google Audio Ads National Footprint 1 Weekly reach figure from Arbitron Over 1,600 AM and FM radio stations Includes “Top 10” stations in all top 25 US markets 49% weekly reach of all people 12+ 1

92. Google Grants Beta Grantees use Google Grants ads to increase awareness, solicit donations, recruit volunteers, promote events, etc.

93. More About Google Grants Visit www.google.com/grants for eligibility criteria, grant details, application and more

94. Thank You By :- Chirag Vyas