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How to advertise on Google?
What are Google Ads?
Launched on October 23rd, 2000, Google
Ads has grown at a rapid pace and has
become one of Googleā€™s main sources of
revenue
What are Google Ads?
Google Ads provides services that fall
under the category of PPC (Pay-Per-
Click)
What are Google Ads?
Google Ads
What are Google Ads?
Increase visibility to
high quality audience
Retargeting website
users
Increased brand
awareness
What are Google Ads?
Increase visibility to
high quality audience
Retargeting website
users
Increased brand
awareness
What are Google Ads?
Increase visibility to
high quality audience
Retargeting website
users
Increased brand
awareness
What are Google Ads?
Increased intelligence High Flexibility
Measuring your
performance
SEO
What are Google Ads?
Increased intelligence High Flexibility
Measuring your
performance
SEO
What are Google Ads?
Increased intelligence High Flexibility
Measuring your
performance
SEO
What are Google Ads?
Increased intelligence High Flexibility
Measuring your
performance
SEO
What are Google Ads?
What are the various formats in Google Ads?
Text Ads
What are the various formats in Google Ads?
Responsive
display Ads
What are the various formats in Google Ads?
Be 32% more productive with the
messaging app for teams.
Create a team for free
Image Ads
What are the various formats in Google Ads?
App promotion
Ads
What are the various formats in Google Ads?
Video Ads
What are the various formats in Google Ads?
$ 25 $ 30 $ 45 $ 40
amazon.com amazon.com amazon.com amazon.com
Product shopping
Ads
What are the various formats in Google Ads?
Showcase
shopping Ads
What are the various formats in Google Ads?
Call-only Ads
What are the various formats in Google Ads?
How can you create a Google Ad?
How can you create a Google ad?
Step 1: Selecting your goal and campaign
Sales Leads Website traffic Product &
brand consideration
Step 1: Selecting your goal and campaign
Brand awareness
and reach
App promotion Local Store visits and
promotion
Create campaign
without a goalā€™s
guidance
How can you create a Google ad?
Step 2: Choose a Campaign type
Text Ads Responsive
display Ads
Image Ads App promotion
Ads
How can you create a Google ad?
Step 2: Choose a Campaign type
Video Ads
Product shopping
Ads
Showcase
shopping Ads
Call-only Ads
How can you create a Google ad?
Step 3: Set a Budget
How can you create a Google ad?
Step 4: Choose your bidding
How can you create a Google ad?
Step 5: Add assets to your ads
How can you create a Google ad?
Step 6: Setting up ad groups
How can you create a Google ad?
Step 7: Select your targeting
How can you create a Google ad?
Step 8: Setup conversions
How can you create a Google ad?
Important metrics to track
Important metrics to track
Impressions Cost Clicks Average CPC
Impressions Cost Clicks Average CPC
Impressions are the number of times
your ad is shown on a search result
page via Google or the Google
Network
Important metrics to track
Impressions Cost Clicks Average CPC
Important metrics to track
Impressions Cost Clicks Average CPC
The cost refers to the amount of
money you have spent on your
campaign
Important metrics to track
Impressions Cost Clicks Average CPC
Important metrics to track
Impressions Cost Clicks Average CPC
Clicks refers to the number of times
a person clicks on your
advertisement
Important metrics to track
Impressions Cost Clicks Average CPC
Important metrics to track
Impressions Cost Clicks Average CPC
Cost
Per Click =
Cost
Number of Clicks
Important metrics to track
Conversions Cost per Conversion CTR Quality Score
Important metrics to track
Conversions Cost per Conversion CTR Quality Score
Conversions are added when a user
clicks on your ad and performs an
action that youā€™ve defined as a
goal(signing up to the website,
buying a product, etc.)
Important metrics to track
Conversions Cost per Conversion CTR Quality Score
Important metrics to track
Conversions Cost per Conversion CTR Quality Score
CPC refers to the average amount
charged for a conversion from your
campaign
CPC =
Cost
Total number of
conversions
Important metrics to track
Conversions Cost per Conversion CTR Quality Score
Important metrics to track
Conversions Cost per Conversion CTR Quality Score
It is the ratio of how often they click the ad to
how often people see your ad
CTR =
Total number of clicks
Total number of impressions
Important metrics to track
Conversions Cost per Conversion CTR Quality Score
Important metrics to track
Conversions Cost per Conversion CTR Quality Score
Googleā€™s rating of the quality of your
ads, keywords and landing pages
Important metrics to track
Optimizing your advertisements
Ad Split-Testing
Sense of Urgency
Optimizing your advertisements
Call, Review or Price
Extensions
Call-to-Action in
Ads
Optimizing your advertisements
Ads Placement Advertisement Timings
Display your Map
Location
Festive Season
Ads
Optimizing your advertisements
Accelerated delivery
method
negative keywords
Extensive keyword
research
dynamic keyword
Optimizing your advertisements
branded keywords Quality score ~ 7-10
broad matching, phrase
match and exact match
Mobile optimized
Landing pages
Optimizing your advertisements
Group and organize
your keywords
budget allotment on
working keywords
Structure campaigns
and ad groups
Use automatic
bidding
Optimizing your advertisements
Group and organize your keywords
to create ad groups with better
quality score, relevant text ads and
more effective landing pages
Structure your campaigns and
ad groups to target your ads
more effectively
Focus your budget on
keywords that are converting,
rather than the ones that arenā€™t
Use automatic bidding in for
ads to maximize results

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Google Ads Tutorial for Beginners

Editor's Notes

  1. When youā€™re setting up your brand, and you need the make sure it reaches the right audience and provides the best resultsā€¦ Thereā€™s only one place you can turn toā€¦ One of The largest online advertising platformsā€¦
  2. PPC is a business model where companies place their advertisements on a website and pay when users click on their advertisements
  3. An online advertising platform developed by Google, with which advertisers can pay to display advertisements, service offerings, video content, and generate mobile application installs
  4. Google Ads advertises your product or service to the relevant audience to ensure the users perform the action required of them
  5. Google Ads provides an effective way to tell people about your brand. Google research indicates increased top-of-mind awareness Where Top-of-mind awareness refers to a brand or product being the first one that comes to a customersā€™ mind when thinking about a particular industry or category
  6. Using display network ads and RLSA (Retargeting Lists for Search Ads) ensures you can target website visitors and not people who have already converted
  7. Strategies like ECPC will enable bids for advertisements to be adjusted based on previous conversion data and other information like device, model, browser, etc. Please talk about TCPC as well
  8. With Google Ads, you can determine: who clicked on your ads, traffic that came to your website, how many leads were created and so much more
  9. Google Ads has a number of options to customize your ads and campaigns to target the audience you want to reach (specifying keywords, narrowing audiences, etc.)
  10. It can help your website reach a higher spot in Googleā€™s Search Engine Results Page as the initial traffic will give you a push and help you rank organically Where Search Engine Results Page are the pages that are displayed by search engines in response to a search
  11. These ads only have text. Theyā€™re usually found on Googleā€™s SERP
  12. These ads adjust their size, appearance and format depending on the space available They can be text or image ads
  13. These ads use static or interactive images. They can also be of .gif and flash format
  14. These ads are used to drive app downloads and engagement
  15. These ads can be run stand-alone or inserted into other streaming video content
  16. These ads shows product details like: title, price, store name and so on
  17. GIF to be added. These ads have an image and a description that expand when clicked, providing information about other products and store information
  18. These ads enable users to connect with your business directly using the phone number provided
  19. Google provides a number of predefined set of options you can choose from depending on the goal you want to accomplish for your business. However, you can have only one goal for each campaign
  20. Google provides a number of predefined set of options you can choose from depending on the goal you want to accomplish for your business. However, you can have only one goal for each campaign
  21. Step 2: You can talk about how the campaign is being set up, sub-type (small explanation about it),
  22. Step 2: You can talk about how the campaign is being set up, sub-type (small explanation about it),
  23. Step 3: now next step is budget, you can choose an average daily budget on this screen
  24. Step 4: You can talk about the types of bidding you can do, what type of bid strategy can be chosen,
  25. Step 5: You can talk about different type of assets we can upload and benefits of assets in an ad
  26. Step 2: You can talk about how the campaign is being set up, sub-type (small explanation about it), how a custom location can be set up, how you can set up language specifications, the types of bidding you can do, what type of bid strategy can be chosen, Ad rotation, schedule, types of devices it can be shown on (additional settings) How to set up an ad group, setting up an audience and demographics. Specifying keywords, topics and placements
  27. Step 3: Creating the advertisement (mentioning custom colors and call to action texts) You can mention some of the new updates to google ads
  28. Step 3: Creating the advertisement (mentioning custom colors and call to action texts) You can mention some of the new updates to google ads
  29. Add call, review or price extensions on your ads to increase click-through rates Introduce a sense of urgency in your ad copies to persuade users to act quickly Perform ad split-testing to determine which ad variation works best for you Use a call-to-action in your ads to encourage your audience to perform a particular action
  30. Make sure your ads are placed on the top of the page, to ensure it works at maximum efficiency Optimize for local searches if you have a physical location. Use extensions to display your location on a map thumbnail Make sure youā€™re advertising at a time when your target audience is online Ensure some of your ads capitalize on festivals, national holidays and other occasions
  31. Use the accelerated delivery method if itā€™s important for your ads to show at a specified time, at the cost of using up your daily budget at a quicker rate Perform extensive keyword research before setting up your ad Use negative keywords to ensure your ads arenā€™t shown to anyone searching for those irrelevant keywords Use dynamic keyword insertion for better message match, increased CTR and improved quality score
  32. Use branded keywords to attract leads and increase CTR rates Use broad matching, phrase match and exact match to control which searches on Google can trigger your ads Make sure your quality score remains between 7-10. Google will reward you with higher ad ranking and lower CPC Ensure your landing pages are mobile optimized
  33. Group and organize your keywords to create ad groups with better quality score, relevant text ads and more effective landing pages Structure your campaigns and ad groups to target your ads more effectively Focus your budget on keywords that are converting, rather than the ones that arenā€™t Use automatic bidding in for ads to maximize results