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1. Session 2
SEARCH
ADVERTISING
CAMPAIGNS

2. ● Overview of Different Types
of AdWords Campaigns
● AdWords Bidding Strategies
● Applying the Digital
Marketing Framework to
AdWords
● Measuring Impact of Your
Google AdWords Campaign
TOPIC ROADMAP

3. ● Display Network
● Search Network
● Video
● Shopping
● App
TYPES OF ADWORDS
CAMPAIGNS

4. Google Search Network vs Google Display Network
Search Network Display Network
Ads appear in Google Search and other Search
Partner websites
Ads are not limited to appearing in one place but
will be displayed across the Google Display
Network
Focus is direct solutions and sales Focus is brand awareness
Use when:
1. You have a small ad budget
2. Organic traffic or SERP rankings aren’t good
3. You provide a pain in the neck solution
4. You want to generate quality leads
Use when:
1. Building brand awareness
2. Your product is not an immediate sale
3. Your product or service is image-centric
4. Close coverage with keyword gaps

5. Google Search Partner Example

6. AdWords Campaign Type Breakdown
Each ad network has different types of campaigns to suit your goals
Search Network Display Network Video Shopping App
Where They Appear Google Search Sites
Google Search
Partners
Google Search
Partners
YouTube
GMail
Google Display
Network
YouTube
Shopping tab on
Google Search
Google Search (next to
search results)
Google Search Partner
Websites
Google Display
Network
Google Search
Network
Google Play
YouTube
Google Display
Network
Discover on Google
Search
Types of Ads Text Ads
Dynamic Search Ads
Call-Only Ads
Shopping Ads
Image and Video Ads
Responsive Display
Ads
Image Ads
Engagement Ads
Gmail Ads
Skippable in-stream
Ads
Non-skippable in-
stream Ads
Video Discovery Ads
Outstream Ads
Bumper Ads
Product Shopping Ads
Showcase Shopping
Ads
Local Inventory Ads
Autogenerated by
Google, using
combination of text,
image, video, and
HTML5 assetes

7. ● Automated vs
Manual
● Common Bidding
StrategiesADWORDS BIDDING
STRATEGIES

8. Automated vs Manual Bidding
Automated Bidding Manual Bidding
Pros Drive the most potential
from your keyword at a
defined max CPC
Saves time
Manage efficiencies with
automated rules
Greater control over your
bids at the ad group and
keyword level
Cons Set CPC limits
Modifications can be based
on bad data
More time needed for
management
Must have thorough
understanding of the
campaign’s goals

9. Common Bidding Strategies
These are common bidding strategies that you can use for AdWords
• Target Cost per Acquisition (CPA) – use when looking to optimize
for conversions. Bids are set based on your CPA. You must know
your acquisition costs.
• Target Return on Ad Spend (ROAS) – AdWords will set you bid
based to maximize conversion value based on your desired return
on ad spend. Formula – Sales / (Ad Spend x 100%)
• Maximize Conversions – Based on your max daily budget, Google
will run bids to get you the most conversions for your daily budget

10. Common Bidding Strategies (cont.)
• Enhanced Cost Per Click (ECPC) – using its Smart Bidding
approach, Google can manage bids based on the likelihood of
driving a conversion (only available for the Search and Display
networks)
• Maximize Clicks – Google will drive the most clicks possible based
on your daily budget
• Manual CPC Bidding – You are able to set bids for different ad
groups and placements, prioritizing those campaigns that are
most profitable.

11. ● See
People are unaware of a problem & your
solutions. These are individuals the top of
your sales funnel.
SEE-THINK-DO
FRAMEWORK
● Think
People are aware of a problem & comparing
solutions. These are people in the middle of
your sales funnel.
● Do
People actively looking to purchase. Traffic at
this stage is at the bottom of the funnel and is
most likely to convert

12. Revisiting the Customer Journey

13. The See Stage
Keep these points in mind when targeting prospects at this stage:
• Goal: Increase brand awareness with your target audience and
establish what your brand stands for
• Targeting: Aim wide, as you’re building credit for later. Focus on
demographic, interest, or location targeting
• Creative: Don’t sell. See this interaction as an introduction
• KPIs: Clicks, completed views, # of new visit, and improvements in
branded search volume (Google Search Console), # of social
media followers

14. Types of Campaigns
Display Campaigns Video Campaigns
Should make people familiar with
your brand
Incorporate your brand’s culture
(i.e. humor)
Focus on what makes your brand
different

15. See Ad Example

16. The Think Stage
Keep these points in mind when targeting prospects at this stage:
• Goal: Get prospects to engage with your brand and website so
that they consider you
• Targeting: Email lists and/or remarketing.
• Creative: Be direct with search ads. Use interruption marketing
techniques to grab their attention with a outside the box offer or
CTA (i.e. buying guides, product/service comparisons, newsletter
signup)
• KPIs: CTR, Page Depth, Assisted Conversions

17. Types of Campaigns
Search Campaigns Shopping Campaigns Display Campaigns YouTube Campaigns
Unbranded search
(categories, problems,
solutions)
Unbranded shopping
campaigns
Focus on geography,
topics, interests,
demographics, affinity,
placements, etc.
Create something with
the potential for
interruption
Similar audiences Include a clear call to
action
Customer match

18. Think Ad Example

19. Special Considerations for the Think Stage
• Match the intent of the prospect and allow them to explore all
options
• The amount of traffic at this stage is higher, which could lead to
higher costs. However, your cost per click should be lower.
• Understand the value of your micro conversions: worth of an
email subscriber, creating an account, visitor that download your
lead magnet

20. The Do Stage
Keep these points in mind when targeting prospects at this stage:
• Goal: Generate sales
• Targeting: Assess people who show the highest purchase intent
via search queries or browsing history on your website
• Creative: Be direct. People at this stage know what to buy, and in
your creative, you should reinforce why they should buy from
you. Address any potential pain points.
• KPIs: Conversions, Cost per action, Revenue, Return on Ad Spend,
& Profit

21. Types of Campaigns
Search Campaigns Shopping Campaigns Display Campaigns
Branded search Branded shopping Remarketing with static
banners of the viewed
product
Competitor branded Product branded
Product branded
Remarketing
campaigns

22. Do Ad Example

23. ● Quality Score
Google’s measure of your keywords’
relevance
MEASURING THE
IMPACT OF YOUR
CAMPAIGN
● Clickthrough Rate
● Conversion Rate
● Cost Per Conversion
● Wasted Spend

24. Managing Quality Score
Quality Score ensures that searchers see relevant ads & have a
positive experience. Key factors that determine your campaign’s
quality score include:
• CTR for the keyword and its corresponding ad
• Keyword and ad relevance to the user’s search query
• Keyword relevance to its ad group
• CTR of the display URL in the ad group
• Landing page quality

25. Why is Quality Score Important?
Quality Score is used to determine your ad rank and PPC
Image Source: WordStream

26. Clickthrough Rate
CTR is essential for an effective AdWords campaign because:
• It has a direct impact on your Quality Score
• It indicates whether your ads are relevant to Google users
Low CTRs are a sign that either there is misalignment with your
keywords and/or ad creative and need improvement

27. Conversion Rate & Cost Per Conversion
The higher your conversion rate / lower your cost per conversion, the
higher your profits.

28. Wasted Spend
Wasted spend describes the amount of money you’re paying for
clicks that don’t lead to conversions.
Reduce wasted spend by using negative keywords strategically.
With negative keywords, you conserve your ad budget for
interactions that lead to micro and macro conversions.