The document presents a comprehensive guide on Google AdWords, detailing its features, account creation, ad types, keywords, and bidding strategies. It explains the bidding process, including cost-per-click and cost-per-action strategies, as well as how to measure ad performance and track conversions using Google Analytics. The document serves as a resource for businesses looking to advertise digitally and optimize their campaigns effectively.

1. By Neha Nayak
By Neha. Nayak

2. Outline of the Presentation
• Why Choose Google Adwords rather why do digitally
• What is Google Adwords and its features
• Understanding terms involved in Google Adwords
• How to Create an account in Google Adwords followed by a
Campaign-Ad Group-Ad
• Types of Ads
• Types of Keywords
• Types of Bidding Strategies and understanding when to use
which
• How to link adwords to google analytic and its importance
• How to track conversion of your ad

3. Why Go Digitally?

6.  Google Adwords is an online advertising service or
platform by google for businesses or brands who want to
display ads on google and its advertising network.
 Whenever someone searches anything on the search
engine, this program help to grab the attention of the
viewers by appearing directly on the first page of the
Search Engine Results Page(SERP) based on a bidding
system.
 In Short, It is a system in which advertisers bid against
their desired keywords in an intention to bring their ads
on the search engine results page

7. Google search sites: Ads can appear above or below search results on Google
Search. They can appear beside, above, or below search results on Google Play,
Google Shopping, and Google Maps, including the Maps app.

8. Google Search
Partners
E.g: Non-Google
websites, as well
as Google Video,
and other
Google sites
Google Display
Network
On the websites
that your
customer visits
E.g Google
Finance, Gmail,
Blogger, and
Youtube
On Different
Devices
When people
search on google
from their mobile
devices and
tablets(Android
devices,
Iphones)Mobile
Apps. It is a part
of display
network
In selected
locations or
languages
You can target a
specific
location,
language to
reach to your
potential
customers
through
campaigns

9. It is largely focused on keywords
It helps to operate by setting a budget and pay only when clicked
You yourself can choose where your ad appears
It is highly flexible-You can start and stop according to your wish
It can be measured and monitored
Targeted Results

10. Account Campaigns Ad Groups

11.  Keywords-words or phrases users type to find something desired on a
search eng. E.g, if you are entering dress in the search engine, here dress
becomes your keyword.
 Ad groups- A set of one or more ads which target a common keyword
 Campaign-A set of ad groups(ads, keywords and bids) that share a
common budget,location and a target. It used to organize categories of
products or services that you offer. Your account may have more than one
ad campaigns running.
We Shall see Campaign and Ad groups examples in the upcoming slides

12. • URLs- We all know URL means the adress of a world wide web
which we type in the browser’s address bar. Here there are two
types namely Display URL and Actual URL
URL
Display URL
It is the url that appears below your ad text when
your ad is shown. It should not be longer than 35
characters and is often the same URL as a site’s
homepage
E.g www.abc.com
Destination URL
It is the specific location within your site where
you’d like to take a user who clicks on your ad.It
does not have to match the display url but should
be of the same domain.
E.g www.abc.com/contact-us

13. Basic Structure of an Account

14. Campaign-Digital
Marketing
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Marketing
Consultant(SEO)
Keyword-SEO Experts in
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Keyword-SEO Consultant in
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15.  Go to https://www.google.co.in/adwords/
 Log in to google adwords account with your gmail id
and password
 Your account will be associated with a unique email
address, password and billing information

16. First you need to choose the type of campaign you want to create

17. • An ad group is a set of similar ads and
keywords(words or phrases for searching anything on
the search engine)
• It contains one or more ads which target a common
keyword.
• Each of your campaign is made up of one or more ad
groups

19. Examples of Ad Types

20. Keywords Match Types

22. 1
• Select your campaign type and name it
2
• Select the location you want to target your ad
3
• Select your bidding Strategy/Type and set your budget
4
• Ignore the Ad extensions at the start.

23. 5
• Create your first Ad group and prepare your ad
6
• Insert your keyword according to the campaign
7
• Select your maximum cost per click
8
• Cross check Everything
9
• Enter your billing information

24. Definitions of the Various Bidding Strategies-
Overview
 Cost Per Click(CPC)/Pay Per Click(PPC)-You pay on clicks on
your ads(Used in Search Network and Display Network)
 Manual CPC-It is technique wherein you have a total control
over your bidding
 Automatic CPC-You need to set a budget in this and adwords
will automically work to get you the clicks. You can even set a
CPC bid limit in this according to your wish.
 Enhanced CPC-It is basically for the conversion-focused
advertisers. Here, Adwords automatically increases or
decreases CPC bids to maximize conversions.
CPC is the widely used bidding strategy

25.  Cost Per Action/Acquisition(CPA)- You pay when an action is
taken on your ad(Used in Search Network and Display
Network)
 Target CPA-It is the average CPA you are willing to pay or
simply costs deducts upon your target budget set.
 Cost Per 1000 impressions(CPM)-Also referred to as viewable
CPM. The cost is calculated as per the displayed ad viewed
1000 times(Used in Display Network)
 Cost Per View(CPV)-You pay when your ad is clicked and
viewed. Here the ad is in video form(Used in Video
Campaigns)

26. Bidding Strategy is broadly classified into below
mentioned two types
Bidding Strategy
Automated Bid Strategy
Target Search Page location
Target CPA
Target ROAs
Target Outranking Share
Maximize clicks
Enhanced CPC
Manual Bidding
Manual CPC

27. Sr No Type of Bid Purpose
1 Target Search Page Location
Sets bids to help get your ad on the top of the page
or first page of the search results
2 Target CPA
Sets bids to help get most conversions according to
the set CPA
3 Target ROAs
Sets bids to help get most conversions while
maintaining your target return on the ad spend
4 Target Outranking Share Sets bids to outrank another domain's ad
5 Maiximize Clicks
Sets bids to get you more clicks according to your
set budget
6 Enhanced CPC
Adjusts your manual bid up or down to increase
conversion
7 Manual CPC Set your own CPC for your ads

28. How to decide which Bidding Strategy to
choose?
• Firstly we need to decide our goal.
• Goal is mainly classified into three types as mentioned below and
depending on your goal, you need to choose your bidding strategy
• If you want to generate traffic to your website-focusing on clicks
could be ideal for you. Cost-per-click (CPC) bidding may be right for
your campaign.
• If you want to increase brand awareness—not drive traffic to your
site—focusing on impressions may be your strategy. You can use
cost per thousand viewable impressions (vCPM) bidding to put
your message in front of customers.
• If you want customers to take a direct action on your site and
you're using conversion tracking then it may be best to focus on
conversions. Cost-per-acquisition (CPA) bidding lets you do that.

29. Overview of Choosing Bidding Strategies
according to goals

30. Understanding Terms related to Advertising on
Google Adwords
• Impression: No.of times an ad is viewed by the visitor or displayed
once on the web page.
• CTR Formula= Clicks
Impressions
If a campaign ran 50,000 impressions and generates 4765 clicks, the
CTR would be .09. Publishers should be very aware of what their CTR is
on each placement to determine if optimizations should be made to
increase the CTR and generate more revenue
• CPC Formula= Cost to Advertisers
Clicks
For e.g, If a campaign cost an advertiser Rs 100 and they received 32 clicks,
the CPC would be Rs 3.125 (100/32 = 3.125)

31. • Quality Score: It is Google's rating of the quality and relevance of both
your keywords and PPC ads. It is used to determine your cost per
click(CPC) and multiplied by your maximum bid to determine your ad rank
in the ad auction process. We exactly don’t know how google weighs your
score but normally it is out of 10.More you score, the better it is.
Your Quality Score depends on multiple factors, including:
 Your Click through rate (CTR).
 The relevance of each keyword to its ad group.
 Landing page quality and relevance.
 The relevance of your ad text.
 How much responsive your ad is.
 Your historical AdWords account performance.

32. • Ad rank : It is the position of your PPC ad on the
Search Engine Results Page(SERP)
• Actual CPC: Final amount you’re charged for a click

34. Lets quickly make a new campaign
 Log in to your google adwords account by your gmail
id and password
 Lets take an example of a Search Network Type
Campaign
 There are total 4 steps involed in it. Lets go one by
one.

35. Name a Campaign Select Standard Select from existing
campaigns

36. Choose a location by clicking on let
me choose and go to advanced
search
Select the desired
language

37. Enter the location
you are targeting
You can also choose Radius
Targeting for targeting your
nearby locations
Then finally click
on done

38. Choose your
bidding strategy
You can choose
your desired ad
extension from
here
Select your
default bid and
budget here
Finally click on
save and continue

39. Enter the url of the
landing page you
want the customers
to be redirected to
Enter name of the
Ad group. Should
be relevant to the
Campaign
Enter the keywords
relevant to your ad
group
You will directly
get the suggestion
for your keywords
as per mostly
searched
Finally, click on
continue to ads

40. Enter the final url
as mentioned
earlier
Enter the
heading 1
and 2 you
want
Then finally enter
the path. It is a
display URL not a
destination URL
Whatever you
enter, you will get a
preview here.
Finally click on save
ad

41. Create one more
ad for the same ad
group
You will be redirected to this
page. There should be atleast 2
ads for a Ad group as mentioned
Finally, you can
click on save and
finish
You can review your
campaign here and edit if
you want. After this your ad
will be published and you
cant make any changes
(Step 4)

44. Change your bid and make it
competitive according to the
estimated bid

45. Go to Columns and click on
modify columns

46. You will land on this page
Select here whichever columns
you want to select. It will then
appear on the final page as we
saw.
Finall click on Apply
to save your changes

47. You Can Simultaneously keep adding whatever you wish
under your campaign by clicking on the following tabs as
mentioned below, by visiting under that particular page

48. Linking of Goole Adwords to Google Analytics
Advantages
 Keep a track of your incoming visitors
 Helps you record your results on your inputs
 Helps you to link your analytics data to adwords
data.
 Helps you improve your ad by analysing the reports

49. Lets see how do we do it
• At the top of the page on the right hand side, you will
get the following options-Click on linked accounts

50. Click on the Set up link with the account you
want to link, if the account is linked already,
it will show edit

51. Then click on Import Site Metrics and finally click
on save. That completes your procedure on
Google analytics

52. Now log in to your Google Analytics account. Click on
your property you linked and then adwords linking and
confirm your linked account

53. You can also track your conversion of your ads on
your desired website. Lets see how do we do it
Click on tools and then conversion actions

54. Then select Website

55. Then enter the name of the Enquiry and put all the
required details and select don’t assign value and done

56. You can choose one week time in the
conversion window option

57. Click on save and continue and you will get
a code

58. You need to then put this code on the
<body></body> of the website you wish to track