Google Adwords allows advertisers to create paid search advertising campaigns on Google and its partner sites. Advertisers pay for these ads on a cost-per-click basis, meaning they only pay when someone clicks on their ad. Effective campaigns require identifying relevant keywords, testing different ad text and landing pages, and using reporting tools to measure results and optimize campaigns over time. Campaign structure and match types can help control where ads appear based on searches. The goal is to increase clicks and conversions while maintaining a reasonable cost per click. Targeting options allow focusing ads by location, language, country or custom regions.

3. Google Adwords Basics
 Google's Advertising Product https://adwords.google.com
 Create Ads - Text, Image, Video
 Ads Appear on Google Search Engine and Google Partner Sites
 Pay for Ads when someone "clicks" on them, (ie. Pay-Per-Click
or PPC) but there are other alternative bidding options in some
cases.

4. What is Targeted Advertising?
Your customers see your ad when they search
Your ad reaches users at the moment
they demonstrate interest

5. A Typical Search Network Ad
• Ad Title (25 character limit)
• Ad Text (35 character limit)
• Display URL (35 character limit)

6. The Language of PPC
 SPONSORED SEARCH: Pay-per-click distribution tactic
that displays your ads in the sponsored search results at the top,
along the side, and across the bottom of search results pages for
searches that relate to your keywords.
 AD TEXT: The marketing message displayed to
prospective customers. An ad contains a title, description, and
URL.

7. The Language of PPC
 LANDING PAGE: The page on a web site where one is
taken after clicking on a advertisement. While this can be any
page, it is often a page designed to expand on the service or
product mentioned in the initial advertisement.
 CAMPAIGN: A campaign contains one or more ad groups
sharing the same budget, schedule and geo-targeting criteria. A
campaign is typically created to support a particular marketing
goal.
 KEYWORD: A word or phrase that relates to the products
or services you wish to advertise. When prospective customers
are looking for information related to what you sell, and they
type your keywords into a search box, your ads may be
displayed.

8. The Language of PPC
 CONVERSIONS: The completion of an action that you
value, such as a purchase, registration, or sign-up.
 IMPRESSIONS: The number of times an ad is displayed in
search results or on sites.
 CLICK-THROUGH RATE (CTR): The number of clicks
received divided by the number of impressions generated.
Example: An ad that is displayed 100 times and receives 10 clicks
has a click-through rate of 10%. (I consider a good CTR is
anywhere in 10% to 12%)
 AVE CPC: Average cost per click. The average price you paid
each time your ad was clicked.

9. Create
Relevant
Keywords
&
AdGroups
Refine
Campaign
& Keep
What
Works
PPC Management Process
Use
Reporting
Tools to
Measure
Results
Test
Ads &
Keywords

10. Understanding Campaign Structure
Keywords Attributes
Keyword
Match Type:
1. Broad: keyword = Allows your ad to show on similar
phrases and relevant variations.
2. Exact: [keyword] = allows your ad to show for searches
that match the exact phrase exclusively.
3. Phrase: “keyword” = allows your ad to show for
searches that match the exact phrase
4. Negative Match: -keyword = Ensures your ad is not
shown for any search term that includes that term

11. Understanding Campaign Structure
Match Type Examples:
Broad Search Term:
Tennis Shoes
Phrase Search Term:
“Tennis Shoes”
Ad may show on searches for:
Tennis
Shoes
Buy tennis shoes
Tennis shoe photo
Running shoes
Tennis sneakers
Ad may show on:
Red Tennis Shoes
Buy Tennis Shoes
Tennis Shoes Photos
Ad may NOT show on:
Shoes for tennis
Tennis Shoe
Tennis Sneakers

12. Understanding Campaign Structure
Match Type Examples:
Exact Search Term:
[Tennis Shoes]
Ad may show on:
Tennis Shoes
Ad may NOT show on:
Red Tennis Shoes
Tennis Shoe
Buy Tennis Shoes
Negative Search
Term:
Tennis Shoes
-used
Ad may show on:
Tennis Shoes
Buy tennis shoes
tennis
Ad may NOT show on:
Used Tennis Shoes
Shoes used for tennis

24. The Tale of Campaigns

25. Understanding the ‘Auction’ Process
Once you are entered into the
auction, Google looks at two
factor where your ad ranks:
your Maximum Bid and your
Quality Score

26. You pay the minimum
amount you can pay for the
position you win if your ad
is clicked on.
16 (AR) / 10 + $0.01 = $1.61

27. Example: How Online Ads Can Pay for Themselves
$1,000 initial investment
• Increase revenue by reinvesting profit
$1.00 CPC ≥ 1,000 clicks
10% conversion rate = 100 sales
Average sale = $100
$1K investment returns $10K in sales
Reinvest profits, increase budget

28. Basic Definition: CPC
CPC: cost-per-click
• Click: The action a user takes to select your ad and be taken to
your website.
• Google charges the advertiser when a user clicks on your ad
A sample ad
The Destination Website

29. Basic Definition: CTR
CTR: clickthrough rate
•Impression: The appearance of your ad on a search
engine or one of their partner sites
Clicks
Impressions
= CTR (expressed as %)

30. What Else Can
You Do With
Paid Search?

31. Adwords Product Extensions
• New feature that can highlight your products directly in your
Google.com search ads.
• Your Google Merchant Center account must contain a product
that is relevant to the searcher's query.
• Shows the images, titles, and prices of your closest matching
products with your ad.
• When the user clicks a product image, they will be taken to the
destination page listed for that product.

32. Adwords Product Extensions Example
Image from http://adwords.blogspot.com/2009/11/product-extensions-available-to-all-us.html

33. Benefits of online marketing – Location & Language Targeting
Targeting options: you can target ads by location and language
•Regional/Local, Country, Global & Customized Targeting
•Roughly 40 different language targeting options to choose from

34. When should you use regional targeting?
Region/City Targeting Examples
• Example: you have local flower shops in the
San Francisco Bay Area
• Example: you run a restaurant in Chicago

35. Country Targeting
• When should you use country targeting?
• Use if you have national or global customers
• Example: you ship to the U.S. only. Target your
campaign to the U.S.

36. Global Targeting
• If you have a global business, give your
campaigns global exposure
•Example: If you sell DVDs and have worldwide
distribution, you should target your campaign to
all countries

37. Customized Targeting
• Use Customized Targeting to target highly
specific areas
• For example, to reach customers located in an
area that cannot be targeted accurately using
region or city targeting
•Example: pizza delivery service