Day 4 - AdWords Fundamentals

FUNDAMENTALS OF ADWORDS > AUTOMATED BIDDING

Maximize Clicks: Automated to adjust and maximise

clicks within a budget

Target Search Page Location: Raise or lower bid to

increase chance of showing in 1st page or top of page

Target Outranking Share: To outrank competitor’s

search results

Target CPA: As per the conversions and as per the max

you are willing to spend as per conversion

Enhanced CPC: To maximise conversions
Target ROAS: Maximise ‘Return On Ad Spend’- set in

percentage

FUNDAMENTALS OF ADWORDS > CPC BIDDING- FOCUS ON CLICKS

FUNDAMENTALS OF ADWORDS > MANUAL CPM BIDDING- FOCUS ON IMPRESSION

FUNDAMENTALS OF ADWORDS > VIEWABLE CPM

In V CPM, Google only counts an impression if it deems

that your ad is viewable by a user. An Ad is considered
viewable if 50% of it is on screen for one second or
longer for display Ads, and two seconds or longer for
video Ads.

V CPM is considered to be a more valuable impression.

FUNDAMENTALS OF ADWORDS > CPA BIDDING- FOCUS ON CONVERSION

FUNDAMENTALS OF ADWORDS > ENHANCED CPC

Enhanced Cost-Per-Click (ECPC) is a bidding feature in

in your AdWords that enhances your bid for clicks that
seem more likely to lead to a conversion (or sale). It is a
way of get more value from your spend.

ECPC works on Google Search, the Google Search

Network, and the Google Display Network.

FUNDAMENTALS OF ADWORDS > COMBINING ECPC AND CONVERSION OPTIMISER

FUNDAMENTALS OF ADWORDS > SETTING MAX CPC

FUNDAMENTALS OF ADWORDS > BIDDING STRATEGICALLY

FUNDAMENTALS OF ADWORDS > BIDDING RECOMENDATIONS

FUNDAMENTALS OF ADWORDS

TARGETING

Narrowing it Down

FUNDAMENTALS OF ADWORDS > TARGETING OPTIONS

By keywords for search queries
By topics and keywords for placements (display network)
By audience: interest, affinities, demographics
By location and language
By device

FUNDAMENTALS OF ADWORDS > KEWORD TARGETING

Search Network: Search queries related to your business
Google Play: By what apps your customer are searching for
Display Network: keywords matching your ‘placement’ type

FUNDAMENTALS OF ADWORDS > DISPLAY NETWORK TARGETING

By topics: Example: sports
By categories: Example: Games

Relevant keywords: Example: IPL

Audience
 Affinity: Example: Sports and Fans
 In market audience: Example: Sports Good
 Interest categories
 Demographics: age, gender etc.

Remarketing: Targeting people who have already visited
your site.

FUNDAMENTALS OF ADWORDS > LOCATION TARGETING

FUNDAMENTALS OF ADWORDS > LOCATION TARGETING

FUNDAMENTALS OF ADWORDS > LOCATION TARGETING

FUNDAMENTALS OF ADWORDS > LOCATION TARGETING

FUNDAMENTALS OF ADWORDS > LOCATION TARGETING

FUNDAMENTALS OF ADWORDS > LOCATION TARGETING

FUNDAMENTALS OF ADWORDS > LANGUAGE TARGETING

Customers who use Google products and 3rd party websites in a
particular language can be targeted through this option in your
campaign.
This targeting options helps you in choosing the language of the
websites where your ads can be displayed.
Since language targeting settings are set at the campaign level, ,
we recommend that you create separate campaigns for each
language, if you are targeting more than one.

FUNDAMENTALS OF ADWORDS > SETTING UP

Access an existing campaign
Edit the location to include:

 Entire country
 A city
 A region
Work with location targeting suggestions
Exclude a location from a city target
Check the reach for the targeted locations
Setup language targeting

FUNDAMENTALS OF ADWORDS > DEVICE TARGETING

What you can target?

Mobile Operating
System

Device Models Specific Carriers

FUNDAMENTALS OF ADWORDS

ADWORDS EXTENSIONS AND THEIR
USAGE

Getting More Attention

FUNDAMENTALS OF ADWORDS > DIFFERENT EXTENSIONS

Location Extension App Extension Call Extension Consumer Ratings

Sitelink Extension Review Extension Previous Visits

MANUAL EXTENSIONS Dynamic Structured Snippets
Seller Ratings
They extend the functionality of your ad and enhances the
chance of clicks AUTOMATED EXTENSIONS

FUNDAMENTALS OF ADWORDS > HOW TO USE SOME EXTENSIONS

Location extension: Customers physically visiting and help with
directions
Site link extension: Provide shortcuts to useful areas of your
website. Example. pizzas>> order page
Call extension: Engage directly in call. Example. tow truck service
App extension: Take them to App-store and help download
Review extension: Give your business a sense of reliability and
approval. Example: restaurant

FUNDAMENTALS OF ADWORDS > ELIGIBILITY OF EXTENSIONS

Ad Rank: Minimum ad rank will be required to display extensions
Ad positions on search result page: Typical max at the top and
decreased as we come down
Other extensions that you have enabled: Google will show the highest
performing combination of extensions

FUNDAMENTALS OF ADWORDS

ADWORDS POLICIES AND
APPROVALS

Getting it Right

FUNDAMENTALS OF ADWORDS > GOOGLE ADVERTISEMENT PRINCIPLES

FUNDAMENTALS OF ADWORDS > CONSEQUENCE OF VIOLATION

FUNDAMENTALS OF ADWORDS > PROHIBITIONS

Prohibited Contents
 Counterfeit goods
 Dangerous products or services
 Products or services that enable dishonest behaviour
 Offensive or inappropriate content
Prohibited Practices
 Abuse of the ad network
 Irresponsible data collection and use
 Misrepresentation of self, product, or service

FUNDAMENTALS OF ADWORDS > RESTRICTIONS

To be allowed only on a limited or regulated
basis

 Adult oriented content
 Alcoholic beverages
 Copyrighted content
 Gambling related content
 Healthcare related content
 Political content

FUNDAMENTALS OF ADWORDS > EDITORIAL REQUIREMENT

Editorial Don’ts

 Display URL that does not relate to the landing page’s URL
 Ads that are too generic, such as ‘Stuff for sale’
 Unclear and gimmicky use of symbols such as ‘Deal$$$’
 Landing pages that do not work, or are not fully complete
 Sites that have edited code to disable the browser’s back button
 Sites that cannot be displayed in common browsers

FUNDAMENTALS OF ADWORDS > AD STATUS

User can control Related to Ad's approval or disapproval

FUNDAMENTALS OF ADWORDS > CAMPAIGN STATUS
Campaign Status

FUNDAMENTALS OF ADWORDS > HOW TO DEAL WITH DISSAPROVALS

Ad has been disapproved
Make changes to the Ad
Ensure it complies with advertising policies
Resubmit Ad to Google for review

FUNDAMENTALS OF ADWORDS > AD STATUS

Working with Paused Ads

If your paused ad shows Create your ads offline

a "Disapproved" status using AdWords Editor

when you unpause it, fix and then upload them to

it and resubmit the Ad. your account when you

are ready to have them

reviewed.

Create Ads for new web

pages and pause them

till the web pages go live.

FUNDAMENTALS OF ADWORDS

CASE STUDY

Leveraging Extensions for Higher
Clicks

FUNDAMENTALS OF ADWORDS > CASE STUDY

Company: A healthcare clinic which combines both western and eastern methodology for
preventive healthcare as well as treatment
Challenge: With the rise in many boutique healthcare companies (some of them being heavily
funded) the traffic is being eaten away and there has been a constant drop in enquiries in the last
two quarters

FUNDAMENTALS OF ADWORDS > APPROACH

Looking at impression, search queries and other similar report to assess if there is any market factors

which can be addressed through the ads.

Introduced ad extensions like locations, site links like “Book an appointment” in different campaigns.
Review extensions were introduced carefully
Specific ads were targeted for mobile with call extensions.

FUNDAMENTALS OF ADWORDS > RESULTS

CTR shot up from less than 0.8% to more than 2.5% without any substantial increase in budget

even though impression share remained almost the same

Call extensions contributed to more than 20% of the appointments being made from mobile
Overall new patient acquisition during the 5 months of this new initiative jumped by almost 80%

FUNDAMENTALS OF ADWORDS

ASSIGNMENT

Running Your Campaign

FUNDAMENTALS OF ADWORDS > RUNNING YOUR CAMPAIGN

Refer to your outputs of your assignment in day 2 with regards to the goal, budget and priorities-
take 1 goal

 Start in the account that you have created earlier
 Create one campaign (with the 1 goal) with 1-3 ad groups and populate with the keywords you

chose in the day 3 assignment into respective ad groups
 Write 2 sets of Ads

FUNDAMENTALS OF ADWORDS > RUNNING YOUR CAMPAIGN

 Select network: Search with Display select
 Add the location and language settings
 Add a bid amount and strategy
 Specify budget
 Set ad delivery and schedule
 Link the AdWords to your Google Analytics
 Run the campaign for a week

FUNDAMENTALS OF ADWORDS

CHECK YOUR
UNDERSTANDING

FUNDAMENTALS OF ADWORDS > CHECK YOUR UNDERSTANDING

1. Which of the following bidding option is available for Display Network campaign only?

a. Max CPC
b. Cost-per-thousand impressions
c. Cost-per-click
d. Cost-Per-Acquisition

This is only for display network.

FUNDAMENTALS OF ADWORDS > CHECK YOUR UNDERSTANDING
2. A well-structured account consists of a single campaign for all of the product lines, general
themes, or types of services offered.

a. True
b. False

A well structured account has multiple campaigns under different themes/objective etc.

FUNDAMENTALS OF ADWORDS > CHECK YOUR UNDERSTANDING

3. The ____________ establishes a charging limit for an individual campaign, so it should be an
amount you would be comfortable spending per day.

a. Bid
b. Budget
c. CPA
d. CPC

Budget is set to the limit you are comfortable in spending

FUNDAMENTALS OF ADWORDS > CHECK YOUR UNDERSTANDING

4. In which of the following ad rotation option, the ad group receives fewer clicks and likely receive
more conversions, which can result in an improved return on investment (ROI).

a. Optimize for clicks
b. Rotate indefinitely
c. Rotate evenly
d. Optimize for conversions

In this options it will be optimised for improved ROI as it track conversions

FUNDAMENTALS OF ADWORDS > CHECK YOUR UNDERSTANDING

5. Ajay runs a homemade food delivery business in Bangalore. Due to delivery limitations, he caters to
customer only within 5 km radius. Which type of location targeting should Ajay use?

a. Entire country or countries
b. Areas within a country
c. Radius around a location
d. Exclude Ads from a specific geographic location

This is more aligned to his business goals as he need not go beyond this radius.
And he does not need to exclude any location.