The document explains Pay-Per-Click (PPC) advertising, primarily using Google AdWords, as a strategy to gain high traffic through targeted paid ads. It covers key topics such as account setup, keyword research, bidding strategies, ad creation, and monitoring campaigns' effectiveness, all while emphasizing the importance of relevance and optimization. Additionally, it highlights tools like Google Analytics for tracking performance and maximizing return on investment (ROI).

1. What is PPC – PAY PER CLICK
PPC is known as Pay Per Click and also called (SEM) Search Engines Marketing. It is one of the best way to get high traffic
in short periods. PPC is completely depending on your budget and bidding like how much money you are spending on
your campaigns for ads. Before you start your PPC Campaign, you need to register your account with Google Adwords.
What Is Google Adwords?
Google Adwords is known for running the Paid Ads. We need to register our account to rung the run the ads. Once we
run the ads, its shows on the search engines like Google, Yahoo, Bing and more. But most of the people go with Google
Search Engine for ads, because his popularity in world.
How To Create a Ad?
As you register your account on Google Adwords with your complete information then you can start to create ads for
website. Steps are given below.
How Google Adwords Works?
Google adwods works very simple way. First you have to create your account on Google Adwords with your complete
personal information. Then you have to follow below steps to create your campaigns.
Adwords
Account
Campaign
No.1
Ad Group
No.1
Ad Group
No.2
List of
Keywords
Campaign
No.2
Ad Group
No.1
Ad Group
No.2
Example:
Furniture Store
Account
Campaign
Bedroom
Furniture
Ad Group Beds
Campaign
Dinning Room
Furniture
Ad Group
Dressers
Ad Group
Tables
Ad Group
Chairs

2. Industry Related Keywords Research & Analysis For PPC
Keywords must be related with the product or campaign of the ads. Keywords must be match with the Ads. If we have
some other keywords which is not matching with campaign then we can created other separate campaigns (Misalliance
Ads).
Keywords Research
Brand Names = Exact Match
All other “Phrase Match”
Chose Broad Words Carefully
One Word – Two Word –
Phrase – 3 Words Phrase
Search Terms
Targeting
Use Google
Keywords
Research Tool
Targeting Strategy Google
Adwords
Brand Targeting
Product Targeting
Use Google
Search Based
Keyword
Research Tool
Search Term Variations
Plural And Singular Forms
Fix, Fixing, Fix Up, Fixing Up, How To Fix Up, Fix It
Spelling Mistakes
Spelling Variations e.g. Email, E-Mail
Hyphenated Version e.g. Soup Ladle and Soup – Ladle
One word V/S Two Words e.g. Tea Cup and Teacup
Who What When
Keywords Matching
Exact And Phrase
Demographic And
Location

3. Adjective
Price
Product
Qualifier
Product
Type
Brand
Types of
Keywords
Action
Request
Location
Keywords Research And Matching Strategy
Broad Matching
Phrase
Matching
Negative
Matching
Exact
Matching
Try to use phrase match as default to maximize reach
Brand name-exact-careful for broad match
Different ads for different ad group
Limit high volume keywords by exact match
Broad Match
This is the default option if your ad group contained the keywords “Tennis Shoes” your ad would be eligible to appear
when a users search query contained either or both words (“tennis and shoes”) in any order and possibly along with also
be displayed for singular / plural forms, synonyms and other relevant variations.

4. Broad Match Keywords:
Ads May Show on search for
Tennis Shoes
Tennis
Shoes
Buy Tennis Shoes
Tennis Shoes Photos
Running Shoes
Tennis Trainers
Phrase Match
If you enter your keywords in quotation marks, as in “Tennis Shoes” your ad would be eligible to appear when a user
searches on the phrase tennis shoes, with the words in that order. It can also appear for searches that contain other
terms as long as it includes the exact phrase you have specified.
Phrase Match Keywords:
“Tennis Shoes”
Ads May Show on Searches for
Ads won’t show on searches for
Red Tennis Shoes
Shoes For Tennis
Buy tennis shoes
Tennis Shoe
Tennis Shoes Photo
Tennis Trainers
Exact Match
If you surround your keywords in brackets such as [Tennis Shoes] your ad would be eligible to appear when as user
searches for the specific phrase “tennis shoes” in this order and without any other terms in the query.
Exact Match Keywords:
[Tennis Shoes]
Ads May Show on Searches for
Tennis Shoes
Ads won’t show on searches for
Red Tennis Shoes
Tennis Shoe
Buy Tennis Shoes
Negative Match
If your keyword is “Tennis Shoes” and you add the Negative Keywords used. Your ad will not appear for any searches
that contain the word used.

5. Negative Match Keywords:
Ads May Show on Searches for
Tennis Shoes Used
Ads won’t show on searches for
Tennis Shoes
Used Tennis Shoes
Buy Tennis Shoes
Shoe Used
Tennis
For Tennis
Keywords Strategies And Bidding Management
Keywords must be related with the campaign Ads. We can check keywords position on keywords (Eligibility) option and
its must be 5/10 that is good according to PPC. Targeting keywords must be in the content or bottom of the landing
pages.
Budget and Bidding Strategy
Position 2-5 ideal
Bid define Cost / ad position
Position 1.1 to 1.2 show over spending
Regular see your quality score
by clicking status col. On
keywords tab.
Budget And Bid Strategy
Overall Budget
Daily Budget
Max. CPC
Day parting and time parting
During lunch hour & evening
Fri – Sat – Sun
Whole Day
Listing position
Fri – Sat – Sun (3)
During lunch hour & evening (2-4) Google keyword
analysis tool to gain a quality score rating of your
ads for from Great, OK or Poor.

6. Bidding Strategy
Optimize (Default)
Day Part / Time Part
Increase bid by 10%
after 6 pm
Keyword
Performance
Keyword Analysis
Field
Adwords Conversion
Tracking
Highly untargeted words – less CTR – More budget less ROI
If click then uninterested shopper
Dynamic Keyword Insertion
Keywords insertion is an advance feature that can help make your ad more relevant to a diverse audience. To use
keywords insertion, you place a short piece of the code in to your ad text. Each time the ad into your ad text. Each time
the ad shows adwords will automatically replace the code with the keyword that triggered the ads.
Keywords insertion may be used with any text-based ads
When your ad appears on a search result page the code will be replaced by the keywords is too long and would cause
the ad text to exceed its character limit the ads default text will be used instead.
What Should Be On The Landing Page?
Every campaign must be different landing page e.g. Android Product Page must have Android page URL Only. Black Berry
Product landing page must be black berry product page URL only. Each landing page content must be added with
targeting keywords or you can add on the bottom / footer of the page.
Traffic Monitoring
Google analytics tool helps you to track and monitor your PPC campaign. By integrating Google adwords tool with
Google analytics, it helps you to monitor real traffic through PPC.

7. Ad Monitoring
Pay-per-click (PPC) advertising is a great way for businesses to target advertising at people who are ready to buy. You
must check your ads network like your ads are targeting at very specific audiences based on interests, demographics, or
search terms & keywords or not.
You must monitor your ads hourly and daily bases. Also you must to check your competitors bidding and CPC.
What is Main Base of PPC?
I)
II)
CPC: - Cost per click must be less in the every campaign. As in we must get good quality hits on the cheap
amount like Rs.3.00/- for 1 click.
Ads Position: Ads position must be up on the paid ads. As in first position. If your ad position is showing on
the 3.2 as in your ads are showing on the 3rd or 4th position.
1) Paid
2) Ads
3) Position
4)
5)
6)
7)
8)
9)
10)
Organic Ads Position
III)
Paid
Ads
Ads
Position
Position
Position
Position
QS: - People must check 3 main activities of the campaigns, details are given below.
1) Keywords Relevance: - Keywords must be relevant to the Ads.
2) LP / Load Page Time: - Loading of the Page must be quick.
3) Ad copy / Keywords: - Ad must be match with the targeting keywords.
See the Example:
Click
Feedback
Sold Out
(Note: - If someone is investing Rs.5000/- on the campaign and sold out Rs.20000/- products. So it’s mean he to the
Rs.15000/- profit behind the investment of Rs.5000/- that’s called ROI.)
Creative

8. Use Ad Rotation Optimizer
Creative &
Optimization
2 – 4 Creative’s for Each Ad Groups
A/B Testing
Destination Landing Page & URL
Use Dynamic
Keywords Insertions
Ad Rotations For
A/B Testing
Different Ad for Different ad Group
E.g. 1st ad only product
2nd ad product + Call To Action
3rd ad Product + Brand Name
Ad Creative
25 Characters for The Title
70 Characters for the Ad Text
Headline
Keyword
Disp. Line 1
USP – Key Benefit
Disp. Line 2
Features / Call 2 Action
Dynamic Keywords Insertion
Keywords insertion is an advanced feature that can help to make your ad more relevant to a diverse audience. To use
keyword insertion, you place a short piece of code into your ad text. Each time the ad shows, Adwords will
automatically replace the code with the keyword that triggered the ads.
Keyword insertion may be used with any text-based ads.
When your ad appears on a search result page, the code will be replaced by the keyword that triggered the ads. If the
keyword is too long and would cause the ad text to exceed its character limit the ad’s default text will be used instead.
Example:

9. Ad group Name: Puppies
Keywords: Golden retrievers, Labradors, Poodles, Yorkies, Puppies
Code
Ad Text: {Keyword (Buy): Puppies}
From an Award-Winning Breeder
Satisfaction Guaranteed!
www.example.com
Search Query: Poodles
Yorkies
West Highland Puppies
Ad:
Buy Poodles
Buy Yorkies
Buy Puppies
From an Award-Winning Breeder
From an Award-Winning Breeder
From an Award-Winning Breeder
Satisfaction Guaranteed!
Satisfaction Guaranteed!
Satisfaction Guaranteed!
www.example.com
www.example.com
www.example.com
Destination URL: http://www.example.com/?KW= {Keyword: nil}
Use Conversation Optimizer
The conversion optimizer is an adwords feature that uses your Adwords Conversion Tracking data to get you more
conversions at a lower cost. It optimizes your placements in each ad auction to avoid unprofitable clicks as possible.
With conversion optimizer, you bid using a maximum cost per acquisition (Max CPA) that is the most you are willing to
pay for each conversion. Using historical information about your campaign, conversion optimizer automatically finds the
optimal equivalent Cost-Per-Click (CPC) bid your ad each time its eligible to appear. You still pay per click but you won’t
longer need to adjust your bid manually to reach your CPA Goals.
AB Testing
Creating 2 ads or 3 ads for per campaign that’s called AB Testing. Because of this we can check which ad is going good.
Keywords Eligibility
Keywords eligibility of the keywords at least (5/10) five out of Ten.
Search Network
Search network as in when people search on search engine and get query from search engine that called search
networks.
Display Network
When people see our ads on some related keywords on the websites of others people that’s called display Ads.

10. Quality Score
Quality score is depending on keywords relevance and landing page.
Competitor’s Website Analysis
You must check your competitors ranking / position on search engines. It must be your daily work. Competitors are
completely depending on the keywords. If you are searching for particular keyword on Google and your website ad is
showing on 3 to 4 position then 1 to 3 website ranker will be your keyword competitors.
Setting Up Your PPC Campaigns
A PPC account is structured in four main sectors: Campaigns –> Ad Groups –> Ads –> Keywords
Campaigns
First of all, you’ll need to set up a PPC campaign on Google Adwords. However, be careful with the settings and targeting
parameters on the campaign level, because one wrong setting can result in a waste of your budget or targeting the
wrong people/location.
Ad Groups & Ads
Now that the campaigns are set up, it’s time to create the different ad groups within each campaign. After hitting the
‘New Ad Group’ button, you’ll have the possibility to name the Ad Group and write the actual ad shown in the SERPs.
Keywords
Now get your segmented keywords, which should trigger your ads, from the keyword research and start adding them to
the appropriate ad groups, because having keywords that aren’t closely related will result in a low ad quality score, low
click through rates and a poor call to action overall.
Process for Setting Conversion Optimizer
Select the Campaign
Click edit setting
Networks and bidding (Changes Bidding Strategy)
Bidding Option Page
- Tick conversion optimizer CPA
- Click continue
Use recommended bid initially and then over the period of time change the CPA to see the efforts.
On campaign page we can see CPA instead of CPC (Max. CPA $5)
Analysis And Improvement
What to look for in your account?
CTR: As rule of thumb, a CTR less than 0.5% is not good sign.
Keyword Status: See how many keywords are eligible and how many disabled by Google.
Avg. Position: Position 2-5 is good; anything on page position 2 is not good position 1-2 not really ideal.

11. First Page Bids: If ad is not showing on page 1 you need to check your bid.
Quality Score: Click icon status COL. on keyword to check it.
On Going Management
1.
2.
3.
4.
5.
6.
7.
Check notification and accounts after on home page.
Go to the campaigns tab and set the time range for each campaign carefully not so long not so short.
Review keywords performance daily.
Review ads performance weekly.
Refine keywords and ads based experience and testing.
Use Adwords editor to manage your campaigns.
Finally test new keywords and ads in your campaigns.
Conversion Tracking Set Up
Generally it is use to track the final deal. As in we need to know, how much campaigns is getting business, so for that we
need to ad some code on payment, which is call conversion code. As in online payment process page. It must be one the
final payment page. Mostly this code use for online payment and ecommerce website like Jabong.com, snapdeals.com
and more. We can get conversion tracking code from the campaign only.
ROI Analysis / Return On Investment
Campaign is just a investment and if somebody come with the query it’s just a lead / feedback. When we finally get deal
fixed like sold out the product then it’s called (ROI) Return on Investment.