AdWords (Google AdWords) is an advertising service by Google for businesses wanting to display ads on Google and its advertising network. The AdWords program enables businesses to set a budget for advertising and only pay when people click the ads. The ad service is largely focused on keywords.

1. Adwords
Overview
DINESH BABU PUGALENTHI
WWW.DINESHBABU.ASIA

2.  Account: The top level of management for logins,
payment methods, connections with other
Google properties. Can contain many different
campaign types like search, display, Gmail,
YouTube, mobile, dynamic search, product listing
ads.
 Campaign: The level of management for daily
budgets, location targeting and some ad serving
settings. Each campaign can contain multiple ad
groups but all ad groups work the same way.
 Ad Group: A collection of keywords within a
campaign that trigger related ads. All the
keywords in an ad group may trigger any of the
active ads in the same group. This is the most
granular management level in AdWords.
 Keyword: A specific word, or combination of
words, used to target your ads to potential
customers. When a user searches on your
keyword, your ad might be shown.
AdWords Structure
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3. Grouping is King
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4. Operational Metrics in AdWords
1) Max CPC: Maximum Cost Per Click
• Maximum price you are willing to pay for particular keyword
eg. $3 for the keyword “LG laptop”
• Setting on ad group level, but also can differentiate on keyword
level
• Optimize looking at Avg CPC
2) CTR: Click-Through Rate
• Number of Clicks / Number of impressions (times your ad shows
up)
• Always try to maximize CTR, as it means Quality
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5. Basically, there are just two things we can work on for long term
success on AdWords:
1) Keywords: Use the best keywords, group them in very specific ad
groups. If someone searching for a keyword would benefit from seeing
your ad, that keyword is a very good candidate for your AdWords
campaign.
2) Ads: Deliver useful and compelling ads that generate very high
Click-Through-Rates (CTR). It’s a good ad if someone would be
missing your ad when they don’t see it.
 Quality Score: The measurement used to determine your ad’s
relevance to user searches. Your Quality Score is determined by your
keyword’s click-through rate (CTR) on Google and by the relevance
of your ad text, keyword, and landing page. Creating effective
landing pages is also good for you.
2 Pillars of AdWords
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6. Keywords
• What are your good keywords?
• Don’t care who are your customers, but what they look for!
• Write down 5 keyword phrases based on each your product / service you
offer
• Don’t use single (one word) keywords because it is too broad
• Imagine yourself as the customer
• What would you search for?
• Try to work on that “AHA!” moment
• Use these free tools
• AdWords KeyWord Tool – just ad database
• Google Suggest – see how Google completes keywords when people
type in
• Related Searches – at the bottom of most search result pages
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7. 3%
6%
6%
12%
20%
22%
29%
0% 10% 20% 30%
7 word phrases
6 word phrases
1 word phrases
5 word phrases
4 word phrases
3 word phrases
2 word phrases
Average Search Phrase Length
94% of searches are multi-word phrases
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8. Keyword Research
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9. Keyword Match Types
•Broad Match
•Modified Broad
•Phrase Match
•Exact Match
•Negative Keywords
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10. Broad Match
 If you bid on => celebrity perfumes
 Your ad will appear when people search for:
Hollywood celebrity perfumes
List of celebrity endorsed perfumes
Perfumes wear by celebrity
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11. Phrase Match
 If you bid on => “celebrity perfumes”
 Your ad will appear when people search for:
Hot celebrity perfumes
Top Ten celebrity perfumes
Celebrity perfumes and fragrance
Best celebrity perfumes for men
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12. Exact Match
 If you bid on => [celebrity perfumes]
 Your ad will appear when people search for exactly
Celebrity perfumes
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13. Negative Keywords
 Technique to filter out traffic that you don’t want
 Put minus sign “-”
 Reseller
 Wholesaler
 Free
 So, your ad will not show up when people search for:
perfumes reseller
perfumes wholesaler
free perfumes
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14. Ads
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15. How to write effective ads?
• Use Keywords In Headline or Description line
• Put Benefits 1st, Features come 2nd
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16. • Capitalize 1st letter of each word in display URL
• Be Specific
• Geographically specific ads
How to write effective ads? 16

17. • Don’t Sounds like you are trying to sell them something
• Show Trust & Credibility
How to write effective ads? 17

18. A Common Mistake:
Don't bring visitors to your homepage.
You only have 5~10 seconds to make an impression
as your visitors scan through
You’ll spend more money because
- Landing page not relevant to ad
- Low Quality Score
- You have to bid high – cost more!
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19.  No impressions after a week? Delete!
 No clicks after a month? Delete!
 Quality Score for keyword under 4?
 If you believe in that keyword, give it its own ad group, ad
and landing page
 If it was just a trial, not worth it; delete!
 Average ad position lower than 5?
 If you believe in that keyword, increase your bid and
maybe add a related ad
 If it was just a trial, not worth it; delete!
 Your daily budget is not enough?
 If it is profitable, increase your daily budget
 If not profitable, decrease your CPC bids, remove low
quality keywords
My Basic Rule Set
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20. Thank You
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