The Basics Of Google AdWords. A Must read for starters

1. An Introduction

3. a few facts
•The biggest and most widely used Search Engine in the
World Wide Web.
•User-Friendly.
•Has the largest market share among search engines
(approximately 75% )
•Comprehensible to advertisers.

4. What is Google Adwords
AdWords is a Pay Per Click (PPC) advertising
platform which enables advertisers to display ads on
Google search pages and other Google properties on
the Internet.
The ads generally appear on top and the right hand
side of the Google Search results page depending on
keywords that you choose to search.

5. The Search engine Results page (SERP)
Paid
Listings
Organic
Listings

6. Search Network and Content network
Search Network: Includes those search engines that display
the sponsored links in their search results from the search
partner.
Content Partners: Are those sites which display the
sponsored links that are relevant to the content that is there in
the web page.

7. Google Search Partners

8. Google Content Partners

9. Account Details
Account Opening Free
Account Activation $5.00(refundable)
Minimum CPC $0.01
Maximum CPC $1,000

10. Adwords Account Structure
Adwords Account
Campaigns
•500 campaigns but can be extended
Adgroups
•No limit for negative keywords,
Keywords Ads
Negative Keywords

11. Adwords Keyword Match Types
Exact: Should be enclosed in [ ].
ex: Keyword = [formal shirt]
Phrase: Should be enclosed in “ ”.
ex: Keyword = “formal shirt”
Broad: No enclosing symbols required.
ex: Keyword = formal shirt
Broad Match Modifier: Broad Match keywords with a Plus Sign
ex: Keyword = +formal +shirt

12. Google Adwords Text Ads
Title – 25 Characters.
Description Line 1 – 35 Characters.
Description Line 2 – 35 Characters.
Display URL – 35 Characters.
Destination URL – 1024 Characters.
E.g. Text Ad.

13. Types of Campaigns
Keyword-Targeted Campaigns:
We can advertise on Search network of Google by default and
also on content network. Content is optional. If we like to
advertise on content network we can enable that option else we
can disable it.
CPC Advertising.
Site-Targeted Campaigns:
We can advertise on specific sites which are Content Partners of
Google unlike content targeting, which lets us advertise on all
content partners.

14. Some General Terminologies
Impression = Number of times the ad was
displayed
Clicks = Number of times when someone
clicks on the Ad-copy.
CTR (Click Through Rate) = (Clicks/Impressions) * 100
ROI(%) = ((Sales Revenue -Cost) / Cost) * 100
CPA = Total Cost / Total Units of Sales
CPM = Cost per 1000 Impressions

15. Live Demo
Account Creation
Campaign Creation
Account Snapshot
Overview Screens

16. End of Module 1

17. Questions??...