Google AdWords

AdWords is an online advertising service, developed by
Google, where advertisers pay to display brief advertising
copy to web users.
AdWords is Google’s main source of revenue.
By 2007, pay-per-click programs proved to be primary
money makers for search engines.
What is Google AdWords

Google AdSense
Google AdSense is a program run by Google that allows
publishers in the google network of content sites to serve
automatic text, image, video, or interactive media
advertisements, that are targeted to site content and
audience.
These advertisements are administered,
sorted, and maintained by Google.
AdSense is used by website owners who
wish to make money by displaying ads on their websites.

Google AdSense
Adsense is a platform for publishers i.e. those people that
have a website and want to show Google Ads. The system
for advertisers i.e those who want to advertise their
products or services in Google, is Google Adwords.
Currently (Feb 2015), Adsense publishers receive 68% of
the click cost and Google 32%. This means that if an
advertiser pays $1 for each click on his ads, the Adsense
publisher will get $0.68 and Google $0.32.

Google AdSense
Adsense works with EPC (earnings per click) and CPC (cost
per click).
Publishers will get paid for clicks on ads appearing in their
websites.
Adsense publishers get paid monthly by Google.

AdWords Competitors/Alternatives

A user account allows or does not allow a user to connect
to a network, another computer, or other share.
Signing up/Creating an AdWords account for Google
AdWords is free.
You only pay when someone clicks your ad to visit your
website, or calls you. In other words, when your
advertising is working.
AdWords Account

A campaign is a set of ad groups (ads, keywords, and bids)
that share a budget, location targeting, and other settings.
Campaigns are often used to organize categories of
products or services that you offer.
Your AdWords account can have one or many ad
campaigns running.
AdWords Campaign

Each campaign consists of one or more ad groups.
Settings that you can set at the campaign level include
budget, language, location, distribution for the Google
Network, and more.
You can create separate ad campaigns to run ads in
different locations or using different budgets.
AdWords Campaign

Campaign types include:
1. Search Network with Display Select
2. Search Network only
3. Display Network only
4. Shopping
5. Video
6. Universal App
Campaign types are centred around Google's
advertising networks: the Google Search Network,
the Google display network, and the YouTube Network.
AdWords Campaign

The campaign subtype determines which settings and
options are available, such as the types of ads you can
design. These options let you tailor your campaign to
match your business goals and focus on the features most
relevant to you.
Campaign subtypes include:
1. Standard
2. All features
3. Marketing objectives
AdWords Campaign

Ad Group
An ad group contains one or more ads which target a
shared set of keywords.
Each of your campaigns is made up of one or more ad
groups.
Use ad groups to organize your ads by a common theme.
For example, try separating ad groups into the different
product or service types you offer.

Call Only Ads
Call-only ads only appear on devices that can make phone
calls, and the ads are designed to encourage people to
call.
All clicks on these ads send potential customers to call you
from their smartphones.

Google Search Partners
Google doesn’t publish an official list of search partners
and its members are shifting to other competitors on a
daily basis so any list that gets published will probably be
outdated.
There are some well known ones
like Google.com, Aol.com, Ask.com, CNN.com, About.com
, Lycos.com, nytimes.com, infospace.com, Business.com,
mozilla.org, Firefox start page, internet explorer add on
toolbar, and Google toolbar searches.

Bid Adjustment
Bid adjustments allow you to show your ads more or less
frequently based on where, when, and how people
search. For example, sometimes a click is worth more to
you if it comes from a smartphone, at a certain time of
day, or from a specific location.

Keywords
Keywords are words or phrases that are used to match
your ads with the terms people are searching for.
Selecting high quality, relevant keywords for your
advertising campaign can help you reach the customers
you want, when you want.

Prohibited Keywords
Google has a variety of specific keywords that it prohibits
that vary by type and by country.
For example, use of keywords for alcohol related products
are prohibited in Thailand and Turkey, for gambling and
casinos in Poland; for abortion services in Russia and
Ukraine; and for adult related services or products
worldwide as of June 2014.

Keyword match types help control which searches can
trigger your ad. For example, you could use broad
match to show your ad to a wide audience or you could
use exact match to hone in on specific groups of
customers.
Keywords Matching Options

Negative Keywords
A type of keyword that prevents your ad from being
triggered by a certain word or phrase.
It tells Google not to show your ad to anyone who is
searching for that phrase.
For example, when you add "free" as a negative keyword
to your campaign or ad group, you tell AdWords not to
show your ad for any search containing the term "free."

Negative Keywords
For example, if you sell artisan coffee beans and target the
broad search term “coffee,” you might want to exclude
people searching for “coffee mugs,” “coffee machines,”
“instant coffee,” and “coffee makers.”
Shoes but not slippers
Arabic example: Car and Arabic language

Negative Keywords
Negative keywords are an important part of every
campaign because they help make sure that your ads
appear only to people looking for what you offer.
This added level of control can help you increase your
clickthrough rate (CTR), reduce your average cost-per-click
(CPC), and increase your ROI.

Snickers Case Study
How successful was it?
In just over two days, Snickers managed to get 558,589 ad
impressions on those misspellings. The campaign ran
successfully in the UK for three days and they feel there is
great potential to expand this type of campaign on a
larger scale.
As for the CTR? Surprisingly, it was an impressive 1.05
percent, bringing in 5,874 visitors to their specially
branded website.

Snickers Case Study
Part of the Snickers “You are Not You When You’re
Hungry” campaign, AMV BBDO ad agency in London
worked with Google to obtain a list of the top 500 search
terms.
Then, using an algorithm, they spun through common
misspellings of those words until they had generated a list
of 25,381 different misspellings.

Google AdWords

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