Google Adwords allows advertisers to create campaigns, ad groups, keywords, and ads. Campaigns are responsible for budget and targeting. Ad groups contain 5-10 closely related keywords that receive the same ads. Ads should match keywords and direct users to relevant landing pages. Advertisers should aim for a high quality score to lower costs and increase impressions. Keywords are structured as broad, phrase, or exact match and negative keywords exclude unwanted searches. Metrics like CTR, CPC, and conversions should be monitored and keywords, ads and landing pages optimized over time.

1. Google Adwords

2. Overview of Adwords
ACCOUNT
CAMPAIGN
AD GROUPS
KEYWORDS

3. Campaign
● Responsible for budget
● Geotargeting
● Scheduling ads (ex. Shut off ads on
weekends)
● Devices
● Strategy
● Type of Ads - Display, Shopping, or
Adwords
● Typically one broad group - ex.
Youth

4. Ad Groups
● A more precise division of campaigns
● Group 5-10 keywords around one specific
keyword
● All keywords in this group will get the
same ads / landing page

5. Ads
● Have a minimum of 2 ads
● Ads should match the keywords and direct
to an appropriate keyword
● Mention what you are selling
● Don’t aim for clicks, aim for buyers
● Add extensions for more clicks - Only if it
makes sense

6. Quality Score
AIM for a high quality score to spend less per
keyword, increase rank, and more
impressions - To do this:
● Low bounce rate
● Match landing page descriptions to
keywords

7. Keyword Structure
Match Type Punctuation Triggers Example
Broad None Synonyms, related searches, and
other relevant variations
DIY Electrical
Broad Modifier +Keyword Close variations but not synonyms
or related searches
+DIY +Electrical
Phrase Match “Keyword” A phrase or a close variation of
that phrase
“DIY Electrical”
Exact Match [Keyword] An exact term or close variation of
that term
[DIY Electrical]
Negative -Keyword Searches without the term -Hire

8. Selecting Keywords
Search Console
● Look for words with good search
traffic
● Long-tailed

9. Negative Keywords
Words that should not display your ad
● Commonly found in search terms
● Can be done by Campaign or ad
groups
● Be sure to select custom dates to
review so you are not reviewing
everything over and over.

10. Metrics
CTR - Click through Rate
Aim for higher than 1%
CPC - Cost Per Click
Lower this through exact search and high quality
scores
Conversion
Through tag manager or Analytics set up a conversion
that shows someone bought or submitted a form.

11. Maintenance - What to look for
Top CTR Keywords
Top Conversion Keywords
Low quality keywords
Budget of each

12. Final Notes
● Never Delete. Always Paws.
○ Deleted data never comes back
● Give new keywords and campaigns
time before making changes
● Do not repeat the same word
● Check search terms weekly to
continually add new keywords and
negative keywords to optimize your
strategy.

13. Recommendations
● Break down campaigns into multiple targeted ad groups
● Create custom landing pages that match the ad group
● Create A/B testing for ads
● Continually review search terms and add negative words or new keywords
● Set up conversions to better track new customer
○ Easy to do through Hubspot integration