This document provides an introduction and overview of Google AdWords. It describes the different types of AdWords campaigns and campaigns structures. It also explains key AdWords concepts like ad groups, keywords and match types, bidding types, ad rank, quality score factors, ad extensions, and how to create ads. The document was created by www.digisalesweb.com to introduce digital marketing consultants to the basics of using AdWords.

1. Introduction to AdWords
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www.digisalesweb.com

2. Google AdWords-Campaign Types
 There are five types of campaigns .They are:
Search Network with
Display Select
Search Network Only
Display Network Only
Shopping
Online Video
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www.digisalesweb.com

3. Google AdWords-Definition
 Google AdWords is Google's online advertising program.
 Google AdWords is a product that you can use to promote your
business, help sell products or services, raise awareness, and
increase traffic to your website.
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www.digisalesweb.com

4. AdWords Vs AdSense
AdWords AdSense
The Google AdWords enables you to
create advertisements which will
appear on relevant Google search
results pages and our network of
partner sites.
The Google AdSense differs in that it
delivers Google AdWords ads to
individuals' websites.
AdWords is a media buying channel. AdSense is an advertising sales channel
AdWords ads are shown on specific
search result
AdSense enables adaption of the ad
with the page content
AdWords is on Google SERP (search
engine result page)
AdSense is shown on web pages
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www.digisalesweb.com

5. Google AdWords-Advantages
Reach people searching for what you offer
Control your budget
Measurable, accountable, flexible
Cost Effective
Maximum Relevance
Highly Targeted
Remarketing
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www.digisalesweb.com

6. Google AdWords-Search Results

7. Google AdWords-Layers
 AdWords is organized into three layers:
 Account
 Campaigns
 ad groups.

8. Google AdWords-Account Structure
 Your account is associated with a unique email address,
password, and billing information.
Keywords
Keywords
Keywords
Ads
Ads
Ads
Ads
Account Structure
Campaign 1 Campaign 2
Ad Group 1 Ad Group 1Ad Group 2 Ad Group 2
Ads Keywords Ads Ads AdsKeywords KeywordsKeywords

9. Google AdWords-Campaign Types
 Your ad campaign has its own budget and settings that
determine where your ads appear.
 We can create a project based on the client requirement for
the project.

10. Google AdWords-Campaign Types
 There are five types of campaigns .They are:
Search Network with
Display Select
Search Network Only
Display Network Only
Shopping
Online Video

11. Google AdWords-AdGroup
 Your ad group contains a set of similar ads and the words and
phrases, known as keywords
 An AdGroup 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.

12. Google AdWords-Ad Types
Text Ad
Image
Ad
Video
Ad
Dynamic
Ad
Mobile
Ad

13. Google AdWords-Ad Types

14. Google AdWords-Keywords Match Types
Keywords Types
Broad
Match
Phrase
Match
Exact
Match
Broad Match
Modifier
This ad
automatically run
on relevant
variations of your
keywords, even if
these terms aren't
in your keyword
lists.
The ad will show,
if user query
matches with
your keyword in
same manner.
Denoted with
double quotes ( “
“ ) symbol
The ad will show,
if the keyword
matches exactly
with your query.
Denoted with
square brackets
( [ ]) symbol
Best match type
to target many
users, who use a
combination of
keywords.
Denoted with plus
( + ) symbol

15. Google AdWords-Bidding Types
Mainly Three kinds of bidding types. Namely
 CPM(Cost-per-thousand impressions):
 CPC(Cost-per-click ) :
 CPA(Cost-per-acquisition) :

16. Google AdWords-Ad Rank
 Ad Rank determines your ad Position where your ad shows
on the page in relation to other ads and whether your ads are
eligible to show at all.
 The main components of your Ad Rank are your bids and the
quality of your ads and website.
AdRank = Max. CPC * Quality Score(QS)

17. Google AdWords-Ad Rank
 Max.cpc:
 A bid that you set to determine the highest amount that
you were willing to pay for a click on your ad
 Quality Score(QS):
 QS is a metric calculated AdWords based on various
factors of quality and relevancy.

18. Quality Score Factors:
Click through rate of keywords
Relevance of keywords in Ad Group
Relevance of keywords and Ads
Relevance of landing page with keywords
Historical AdWords account performance

19. Google AdWords-Ad Extensions
 Ad extensions are a type of ad format that show extra
information about your business. Some can be added
manually and others are automated.

20. Google AdWords-Ad Extensions
Review extensions
call-out
extensions
App extensions
Call
extensions
Location
extensions
Site link
extension

21. Google AdWords-Create Ads

22. Google AdWords-Editor Tool
 AdWords Editor is a free, downloadable application for
managing your AdWords advertising campaigns.
Purpose:
 Can make bulk changes in off-line
 Export and Import files to share proposals
 View statistics to all campaigns
 Copy/Move items between Adgroups and Campaigns
Created by : www.digisalesweb.com
(Digital Marketing Consultant)