SlideShare a Scribd company logo
Mastering
in 30 minutes
Pay Per Click Advertising
Pay-Per-Click
Advertising
(PPC)
• Paid Listings
• Appear Right, Top &
Bottom
• Different Algorithms
• No Bearing On Search
Results
1. Ad Channels
Where To Place Your Ads
Search Network
Search Partners
Display Network
Google Properties
2. Campaign
Managing Your Ads
Your Account
• Same Email And
Password login used with
other Google Accounts
• Billing Information
• General Settings
Campaigns
• Settings on which parts of the Google

Network it belongs to
• One or more ad groups
• A daily budget and bidding settings
• Language, location, mobile and ad schedule targeting settings
• Other ad settings like a frequency cap, ad rotation, start/end
date and keyword
• matching options
• Ad extensions
• Some other settings for special campaigns (eg. Shopping and
Dynamic Search Ad
• campaigns)
Ad Groups
• One or More Ads
• Keywords
• Display Network Targeting
Methods

(eg. placements, topics, Interests,
demographics and remarketing)
• Mobile Bid Adjustment
• Special Campaign
Settings

(eg. Shopping and Dynamic
Search Ad campaigns)
• Ad Extensions
3. Keyword Targeting
Search Results Your Ad May Appear
Building Keywords
• Think Like Your Customer
• Relevant Keywords
• Group By Theme
• Not too many, Not to few
Keyword Modifiers
Improving The ROI
4. Language & Location
Who Should See Your Ads
Language Targeting
• Target 1 or More
• Write In The Same
Language You’re
Targeting
• No Translation
• Default Language
• Language People Type
https://support.google.com/adwords/answer/1722078
Location
• Location Of Interest



.com, .com.au, co.nz 

Southport Plumber

User Settings
• Physical Location



IP Address

ISP Details

GPS, WI-Fi, Cell Tower
• Google Decides
Location Options
• Country
• Region / City /
Neighbourhood
• Airport / University
• Radius
• Exclude Locations
5. Ad Formats
Design Your Ad
Text Ad
• Headline

25 characters
• Display URL

35 characters
• Description Line

35 characters per line

(70 character total)
Other Ad Types
Image Ad
Video Ad
Adwords For Video
Mobile Ads
Product Listing Ad
6. Ad Extensions
Other Calls To Action
Location Extension
Show Location Details
Click To Call Extension
Clickable Phone Number on Mobile Device
Sitelinks Extension
Links To Pages In Your Website
Discontinued
• Seller Ratings
• Product
• Social
• Automatic Offer
• Review
7. Quality Score
Reduce The Cost And Increase The ROI
Click Though Rate (CTR)
• Historical CTR for Keyword
• Historical CTR of Display URL’s in Ad Group
• Account Performance In Geographical Region
• Overall Account Performance
Relevance
• Relevance of the keyword to the ads in the ad group
• Relevance of the keyword and the ad to the search query
Landing Page Quality
• Relevant And Original
Content
• Transparency
• Ease Of Navigation
• Loading Time
Relevance
• Easier and cheaper for a keyword to enter the ad
auction
• Lower CPCs
• Lower first page bid estimates
• Lower top of page bid estimates
• Higher ad positions
8. Remarketing
Stalking Your Customers Until The Buy
Standard Remarketing
Show ads to your past visitors as they browse Display
Network websites and use Display Network apps.
Dynamic Remarketing
Show dynamic ads to past
visitors with products and
services they viewed on
your website as they browse
Display Network websites
and use Display Network
apps.
Remarketing For Mobile Apps
Show ads to people who
have used your mobile app
or mobile website as they
use other mobile apps or
browse other mobile
websites.
Remarketing Lists For Search Ads
Show ads to your past
visitors as they do follow-up
searches for what they need
on Google, after leaving
your website
Video Remarketing
Show ads to people who
have interacted with your
videos or YouTube channel
as they use YouTube and
browse Display Network
videos, websites, and apps
9. Resources
Becoming An Expert
Google AdWords Help Centre
Support.Google.com/Adwords
Loves Data Training For Google Certification
LovesData.com/Services/Training-Education
Google Ad Set Up And Management
PositiveBusinessOnline.com
$75 Coupon For Google Adwords
http://www.google.com/ads/adwords-coupon.html
Facebook
Facebook.com/PositiveBusinessOnline
Twitter
@positivebiz
LinkedIn
LinkedIn.com/in/nikcree
Website
PositiveBusinessOnline.com
Contact Details
PositiveBusinessOnline.com/

Mastering-Google-Adwords-In-30-
Minutes
or
http://wp.me/p5muuz-1MN
Presentation Links

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