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2. Google AdWords-Definition
✓Google AdWords is Google's online advertising program.
✓Started in 2000.
✓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.
✓Paid Product of Google.
✓It is also called as Sponsored Ads, Paid Listing

3. Google AdWords-Campaign Types

4. • Search Network: Google search ads are online ads that appear alongside the search engine
result page when users search a keyword query on Google. These ads are PPC, or pay-per-
click ads, in which advertisers pay for each ad click.
• Its supports only Text Ads

5. Google AdWords-Campaign Types
• Display Network: The Display Network is a collection of websites – including specific Google websites such as
Google Finance, Gmail, Blogger and YouTube – that show AdWords ads. This network also includes mobile
and apps.
• >400 Million websites that are part of this Network

6. Google AdWords-Campaign Types
• Shopping: Shopping campaigns help you promote your products by giving users detailed information
about what you're selling before they even click your ad.

7. Google AdWords-Campaign Types
• Video: TrueView video ads run on YouTube and across the web through the Google Display Network.

8. Universal App Campaign: Universal app campaigns allow you to promote your Android app across
Google Search, Play, YouTube and within other apps on the Display Network

9. Reach people searching for what you offer
Control your budget
Measurable, accountable, flexible
Cost Effective
Maximum Relevance
Highly Targeted
Remarketing
ROI(Return OF Investment)

10. • Account
• Your AdWords associated with billing
• Campaign
• An Advertising Campaign
• Sets Budget, Scheduling and Geo-Targeting
• Ad groups
• Target a Specific Topic (Product or Service)
• Contain Ads & Keywords
• Keywords
• Words or Phrases you are bidding on
• Understand Keywords Match Type

11. ✓ Your account is associated with a unique email address,
password, and billing information.

12. Mainly Three kinds of bidding types. Namely
✓ CPM(Cost-per-thousand impressions):
✓ CPC(Cost-per-click ) :
✓ CPA(Cost-per-acquisition) :

13. Use this match type... With this punctuation... To trigger your ad on... Example
broad match none synonyms, related searches,
and other relevant
variations
adopt kittens chicago
broad match modifier +keyword close variations but not
synonyms or related
searches
+adopt +kittens +chicago
phrase match "keyword" a phrase and close
variations of that phrase
"adopt kittens" chicago
exact match [keyword] an exact term and close
variations of that exact
term
[adopt kittens chicago]
negative match -keyword searches without the term -puppies

14. Auction: An Auction is a place where Advertisers compete with each other for Ad Position
Note: Ad Rank(AR) decides which Ad appear at which position
When does Auction Run
Auction runs every time someone enters the search term
✓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)

15. ✓ Max. CPC:
▪ A bid that you set to determine the highest amount that you were willing to pay for a click on your ad
Note: Advertiser always specifies Max CPC(It doesn’t mean that every time you get a click you will pay Max
CPC)
1st Position-80 Max CPC=90; Actual CPC=70.1
2nd Position-70 Actual CPC=60.1
3rd Position-60 Actual CPC=50.1
Actual CPC depends on immediate Competitor
Actual CPC<= Max. CPC
OR
Max. CPC>= Actual CPC
• Actual CPC: Least min amount an advertiser must pay and still occupy current Ad Position
✓ Quality Score(QS):
▪ QS is a metric calculated AdWords based on various factors of quality and relevancy.

16. 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

17. Review
extensions
call-out
extensions
App
extensions
Call
extension
s
Location
extensions
Site link
extension

18. • Prevent ads from appearing on irrelevant search queries
• Eliminate unwanted impressions
Keyword: used book
Negative Match: -cheap

19. Step 1: Create Your Headline
Step 2:Develop your description text.
Step 3: Designate display and destination URLs.

23. AD
Key Terms:
• Display URL: The URL displayed in your ad to identify your site to users. It doesn’t have to be the
same as your destination URL, but it should match the domain of your landing page.
• Destination URL: The web page on which a user will land after clicking on your ad. It doesn’t have to
be your site’s main page. Also called a landing page.
• Ad Variations: Multiple versions of an ad for a single product or service, all based on the same set of
keywords. Variations are a good way to test different versions of the same message to see which work
best with potential customers.
• Ad Rank: Your ad’s position on a results page. Your ad rank is determined by your maximum CPC bid
and your keywords’ Quality Score.