Adwords OverviewDINESH BABU PUGALENTHIWWW.DINESHBABU.ASIA

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Account: The top level of management for logins, payment methods, connections with other Google properties. Can contain many different campaign types like search, display, Gmail, YouTube, mobile, dynamic search, product listing ads.

Campaign: The level of management for daily budgets, location targeting and some ad serving settings. Each campaign can contain multiple ad groups but all ad groups work the same way.

Ad Group: A collection of keywords within a campaign that trigger related ads. All the keywords in an ad group may trigger any of the active ads in the same group. This is the most granular management level in AdWords.

Keyword: A specific word, or combination of words, used to target your ads to potential customers. When a user searches on your keyword, your ad might be shown.

AdWords Structure

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.DINESHBABU.ASIA3Grouping is King

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.DINESHBABU.ASIA4Operational Metrics in AdWords

1) Max CPC: Maximum Cost Per Click

• Maximum price you are willing to pay for particular keyword eg. $3 for the keyword “LG laptop”

• Setting on ad group level, but also can differentiate on keyword level

• Optimize looking at Avg CPC

2) CTR: Click-Through Rate

• Number of Clicks / Number of impressions (times your ad shows up)

• Always try to maximize CTR, as it means Quality

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Basically, there are just two things we can work on for long term success on AdWords:1) Keywords: Use the best keywords, group them in very specific ad groups. If someone searching for a keyword would benefit from seeing your ad, that keyword is a very good candidate for your AdWords campaign.

2) Ads: Deliver useful and compelling ads that generate very high Click-Through-Rates (CTR). It’s a good ad if someone would be missing your ad when they don’t see it.

Quality Score: The measurement used to determine your ad’s relevance to user searches. Your Quality Score is determined by your keyword’s click-through rate (CTR) on Google and by the relevance of your ad text, keyword, and landing page. Creating effective landing pages is also good for you.

2 Pillars of AdWords

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.DINESHBABU.ASIA6Keywords

• What are your good keywords?

• Don’t care who are your customers, but what they look for!

• Write down 5 keyword phrases based on each your product / service you offer

• Don’t use single (one word) keywords because it is too broad

• Imagine yourself as the customer

• What would you search for?

• Try to work on that “AHA!” moment

• Use these free tools

• AdWords KeyWord Tool – just ad database

• Google Suggest – see how Google completes keywords when people type in

• Related Searches – at the bottom of most search result pages

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94% of searches are multi-word phrases

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.DINESHBABU.ASIA8Keyword Research

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.DINESHBABU.ASIA9Keyword Match Types

•Broad Match•Modified Broad•Phrase Match•Exact Match•Negative Keywords

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Broad Match

If you bid on => celebrity perfumes Your ad will appear when people search for:

Hollywood celebrity perfumesList of celebrity endorsed perfumes

Perfumes wear by celebrity

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Phrase Match

If you bid on => “celebrity perfumes” Your ad will appear when people search for:

Hot celebrity perfumesTop Ten celebrity perfumes

Celebrity perfumes and fragranceBest celebrity perfumes for men

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.DINESHBABU.ASIA12Exact Match

If you bid on => [celebrity perfumes] Your ad will appear when people search for

exactly

Celebrity perfumes

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Negative Keywords

Technique to filter out traffic that you don’t want Put minus sign “-”

Reseller Wholesaler Free

So, your ad will not show up when people search for:

perfumes resellerperfumes wholesaler

free perfumes

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Ads

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How to write effective ads?• Use Keywords In Headline or Description line

• Put Benefits 1st, Features come 2nd

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• Capitalize 1st letter of each word in display URL• Be Specific

• Geographically specific ads

How to write effective ads?

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• Don’t Sounds like you are trying to sell them something

• Show Trust & Credibility

How to write effective ads?

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A Common Mistake:

Don't bring visitors to your homepage. You only have 5~10 seconds to make an impression as your visitors scan through

You’ll spend more money because - Landing page not relevant to ad- Low Quality Score- You have to bid high – cost more!

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.DINESHBABU.ASIA19 No impressions after a week? Delete!

No clicks after a month? Delete! Quality Score for keyword under 4?

If you believe in that keyword, give it its own ad group, ad and landing page

If it was just a trial, not worth it; delete! Average ad position lower than 5?

If you believe in that keyword, increase your bid and maybe add a related ad

If it was just a trial, not worth it; delete! Your daily budget is not enough?

If it is profitable, increase your daily budget If not profitable, decrease your CPC bids, remove low

quality keywords

My Basic Rule Set

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Thank You