This document provides an overview of Google AdWords and its importance in digital marketing, highlighting its advantages such as high measurability and automated ROI. It discusses the differences between SEO and PPC, the structure of AdWords accounts, and various targeting options available for campaigns. Additionally, it covers remarketing strategies and the benefits of using YouTube in conjunction with Google AdWords.

1. © 2016, Right IT Services. All rights reserved
Google AdWords Basics
27th July 2016

2. Digital Marketing

3. 3
Digital Marketing
What is Digital Marketing?
Website
Social Media
Blogs
Marketing
Networking
Viral
RITS Brown Bag – Google AdWords

4. 4
Digital Marketing
What is ZMOT?
RITS Brown Bag – Google AdWords

5. 5
Digital Marketing
RITS Brown Bag – Google AdWords
Source: Google/Shopper Sciences, Zero Moment of Truth Study – Tech, Apr 2011

6. 6
Digital Marketing
Main advantages of Digital Marketing
Online campaigns are highly measurable
Unlike TV, press and radio advertising, it doesn’t require a predetermined budget
Online advertising allows you to automate a positive ROI
RITS Brown Bag – Google AdWords

7. Google AdWords - Advantages

8. 8
Google AdWords - Advantages
Main advantages of Google AdWords
Reaching users with potential interest in our product, service or brand
Choose how much we want to invest
We only pay when somebody clicks on our ad
Highly Measurable being possible to know whether the campaigns are achieving their objectives
RITS Brown Bag – Google AdWords

9. Google AdWords – SEO vs PPC

10. 10
Google AdWords – SEO vs PPC
SEO – Organic Search
RITS Brown Bag – Google AdWords

11. 11
Google AdWords – SEO vs PPC
PPC – Search Network
RITS Brown Bag – Google AdWords

12. 12
Google AdWords – SEO vs PPC
RITS Brown Bag – Google AdWords
SEO
Quality traffic with no associated cost, that depends on:
Website tecnical factors
Website Architecture
Contents
Keyword Search
Meta tags
Microformats
Web Performance Optimization
There are no concrete guarantees that we will get results
PPC
Quality traffic with Pay per Click
Google Search Network
Google Display
Mobile applications
Youtube
Measurable results - while the ROI is positive,
the budget can be unlimited.
Absolute control over the geographic and budget scope
There are no time commitments

13. Google AdWords – Where?

14. 14
Google AdWords – Where?
Where can we see the ads?
RITS Brown Bag – Google AdWords
Search Network Display Network
Search Partners

15. 15
Google AdWords – Where?
Google Search Network
We can show our ads on the Google Search Network
when someone searches for the keywords that we
are investing in
We should choose to advertise on the Search Network
if we want to reach customers while searching for our
products or services
RITS Brown Bag – Google AdWords

16. 16
Google AdWords – Where?
Google Search Partners
RITS Brown Bag – Google AdWords

17. 17
Google AdWords – Where?
PPC – Display Network
RITS Brown Bag – Google AdWords

18. 18
Google AdWords – Where?
Youtube
RITS Brown Bag – Google AdWords

19. Account Structure

20. 20
Account Structure
AdWords Account structure
RITS Brown Bag – Google AdWords
AdWords Account
Campaign 1 Campaign 2
Ads Group Ads Group Ads Group Ads Group
Ads Keywords Ads Keywords Ads Keywords Ads Keywords

21. Google AdWords - Search Network

22. 22
Google AdWords - Search Network
General concepts
Impressions - how often your ad is shown. An impression is counted each time your ad is shown on a search
result page or other site on the Google Network
Clicks - When someone clicks your ad, like on the blue headline of a text ad, AdWords counts that as a click
CTR (Clickthrough Rate) - tells you how many people who’ve seen your ad end up clicking on it. This metric
can help you gauge how enticing your ad is and how closely it matches your keywords and other targeting
settings
CPC (Cost Per Click) – bid value that you pay when somebody clicks on your ad. The CPC Max is the bid that
you set to determine the highest amount that you're willing to pay for a click on your ad
Conversion - a conversion happens when someone clicks your ad and then takes an action that you’ve
defined as valuable to your business, such as an online purchase or a call to your business from a mobile
phone
Quality Score - quality score is an estimate of the quality of your ads, keywords and landing pages. Higher
quality ads can lead to lower prices and better ad positions
RITS Brown Bag – Google AdWords

23. 23
Google AdWords - Search Network
General concepts
RITS Brown Bag – Google AdWords
The order in which your ad appears on a page in relation to other ads.
An ad position of "1" means that your ad is the first ad on a page
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
Your Ad Rank is recalculated each time your ad is eligible to appear and
competes in an auction, so your ad position can fluctuate each time
depending on your competition at that moment
The main components of your Ad Rank are your bids and the quality of
your ads and website, considering:
relevance
clickthrough rates
and the prominence of the extensions or formats on the search results
page
So even if your competition has higher bids than yours, you can still win
a higher position at a lower price by using highly relevant keywords
and ads. The higher the QS (Quality Score), the lower the price
you’ll pay.
|something
1
2
3
4
Organic
Lists
5
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7

24. Search Network – Targeting

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Search Network – Targeting
Location
A setting that helps you show your ads to customers in a selected geographic
location
For each ad campaign, you can select locations where your ad can be shown.
Then, location targeting allows your ads to appear for people in those
locations
RITS Brown Bag – Google AdWords
Language
Your ads can appear for customers who use Google products and third-party
websites in the languages that your campaign targets
This helps ensure that your ads will appear on sites that are written in the
language of the customers you'd like to reach
Device
Campaigns can be customised to target specific devices and operating
systems, giving you greater precision and control over who sees your ads
computers + tablets mobile

26. Search Network – Ad Extensions

27. Google AdWords – Display Network

28. Display Network – Targeting

29. 29
Display Network – Targeting
Gender and Age
Contextual
(keywords in a page)
Interest
(based on user’s
browsing history)
Topic
(ads on pages about
specific subjects)
Remarketing
(remind customers of
your products and
drive them back to
your site to purchase)
https://www.google.com/settings/u/0/ads

30. Google AdWords – Remarketing

31. 31
Google AdWords – Remarketing
Remarketing lets you show ads to people who've visited your website, used your mobile app, or provided their email address. When
people leave your website without buying anything, for example, remarketing helps you reconnect with them by showing relevant
ads as they browse the web, as they use mobile apps, or as they search on Google
Source: https://support.google.com/adwords/answer/2453998?hl=en

32. Google AdWords – YouTube

33. 33
Google AdWords – YouTube
Benefits
Cross-selling platform – YouTube and Google Display Network
Efficient - Never pay for wasted impressions. The payment is Cost Per View (CPV) in "True View" format
Valuable Views - Viewers choose what they want to see, therefore, the involvement is high (even the ignored ads can have an impact
on the brand)
Brand Exposure - Even if the viewer ignores your ad, you still have 5 seconds to cause a good impression
Social - The user can choose to share ad views for free

34. WHEN YOU HAVE TO DO IT, DO IT RIGHT
© 2016, Right IT Services. All rights reserved Rua Odette Saint Maurice Lote 3B | Edifício L | Escritório A | Piso -1 | 1700-097 Lisboa | Portugal | +351 218 232 261
Nuno Cardoso | Lead UI UX Architect
Google AdWords Basics
27th July 2016
Special thanks to Marco Gouveia and Google Partners Academies
#GoogleAcademiesPT