Day 3 - AdWords Fundamentals

FUNDAMENTALS OF
ADWORDS

by Tuhin Ghosh

MBA (XLRI), Guest Faculty (IIM-L), Digital
Marketing Strategist and Consultant

Notes – of this session

To Do
1. Home work – Make in excel—adgroups—keywords (use types)…30 to 40

Notes – good to know

1. Use multiple tools to get keywords. One good method is google the keyword and also
check what the competition is using in their adwords, ad, keywords and content page.
Keyword planner and bing is also good.
2. If budget is less or for a start up business, use exact or phrase. Could use modifier (+) in
broad match for more relevant audience.
3. Quality score --- Ad copy, keywords and landing page
4. Main keyword…should be also mentioned in the url

Adwords
Headline – 25 characters
Tips
1. Try to include main objective oriented word in headline
2. Show the offer or feature in the description line (35 characters)
3. Try to optimize the Ad by utilizing each and every single character

Keywords (use 3 words)– Can be (1) Category (2) Brand (3) Competitor (4) Substitute

Do not use Generic keywords but target specific keywords. (1) Choose your keywords carefully (2) Group similar keywords (3) Pick the right number of keywords.
In Excell sheet
1st put Generic words in a worksheet (eg) digital mktg consultant,
2nd work sheet put the objectives (1) target local mkt (2) for my consultancy (3) Best in the mkt (4) Give an offer (5) Affordable (6) worked with top clients (mncs) (7) experienced (not new in the
mkt) (8) offer customized solutions (9) show happy clients (case studies) (10) show my awards and recognition
3rd Work Sheet – put “keywords to use” – keywords -

For Basic tips for building a keyword list
https://support.google.com/adwords/answer/2453981?authuser=3

The better the Quality score, lesser the bid required. Hence make the Ad more relevance, the landing page better or the keywords better. One needs to optimize the ad. One needs to force/compel a
person to click on the ad.

(1) Think like a customer – think of the category. Align. Group similar keywords into themes
(2) Identify the sources of keywords – Google suggestions, keyword planner tool, competitor’s website, your customers, your own industry and product knowledge

FUNDAMENTALS OF ADWORDS > BUILDING A KEYWORD LIST

FUNDAMENTALS OF ADWORDS > SUMMARY OF KEYWORD MATCHES

Match With This To Trigger Your Ad Example
Type Punctuation On
Keyword: Men’s shoes
Broad None Synonyms, related Search: Buy men’s shoes; men’s
match searches, and other footwear; shoes for men
relevant variations

Broad +Keyword Close variations but Keyword: +men’s +sport +shoes
Match not synonyms or Search: Buy men’s shoes; buy sport
Modifier related searches shoes for men; buy sport shoes

FUNDAMENTALS OF ADWORDS > SUMMARY OF KEYWORD MATCHES

Match With This To Trigger Your Ad On Example
Type Punctuation

Phrase “Keyword" A phrase and close Keyword: Men’s "sport shoes”
Match variations of that
phrase Search: Buy men’s sport shoes; buy
Exact
Match women sport shoes; buy sport shoes
(“sports shoes” -
Negative
Match [Keyword] An exact term and Keyword: [men’s sport shoes]
close variations of that Search: Men’s sport shoes
exact term

-Keyword Searches without the Keyword: -sport
term
Search: Buy shoes; buy men’s shoes;
buy women’s shoes; sale on shoes

FUNDAMENTALS OF ADWORDS > TOOLS OTHER THAN KEYWORD PLANNER

Google Trends: shows interested

categories and related terms (take
on the competition)
- To check how keywords in different
countries
- This is under google as a seprate
resource

Google Correlate: finds similar

trends

Google Search: Console

(previously known as Webmaster
Tool)- gets you terms you are
searching for

FUNDAMENTALS OF ADWORDS > TOOLS OTHER THAN KEYWORD PLANNER

Bing Keyword Research
Bing Ads Intelligence
Moz Tool
Internal Search: You can

figure out what are your
visitors searching in your
website

FUNDAMENTALS OF ADWORDS > KEYWORD IMPROVEMENT IDEAS

Filter your keyword by CTR for high impression and least

click - adjust them.

Check keywords below 1st page bid estimate- determine

cost, competition.

Try to keep keywords with high quality score and adjust

the Ad groups.

Based on your business type, group your keywords by

themes.

Use dynamic insertion if you have a wide array of product

or service.

FUNDAMENTALS OF ADWORDS > KEYWORD IMPROVEMENT IDEAS

Adjust keywords so that it does not show in irrelevant

sites.

Use phrases from your landing page URLs to create

keywords.

Plug in more money for the high performing keywords

by increasing your bids.

Add new and different keywords to capture the traffic

that the common keywords do not bring in.

FUNDAMENTALS OF ADWORDS

RECAP

FUNDAMENTALS OF ADWORDS > RECAP

o Understanding Pay Per Click advertisement
o Significance and evolution of AdWords in PPC
o Bing Ads vs Google Ads
o AdWords Certification- Overview, Benefits and Preparation
o Google Ad Networks
o Different Ad Formats

Let us discuss the assignment- Create the basis for digital marketing
and set up AdWords Account.

FUNDAMENTALS OF ADWORDS

OBJECTIVES

Fundamentals of AdWords – Day
3

FUNDAMENTALS OF ADWORDS > OBJECTIVES

At the end of this module, you will be able to learn
about:

o Keywords: Significance and Planning
o Using Keyword Planner and other tools
o Keyword matches and their usage
o Campaign Structure and Organisation

FUNDAMENTALS OF ADWORDS

KEYWORD

Significance and Planning

FUNDAMENTALS OF ADWORDS > WHY IS KEYWORD THE CORE IN ADWORDS?

Keyword:

Is basic connector of the Ads and what is being searched
Is judged on various factors like relevance and visitor’s

action on the search result page
The ads should match with the keywords - relevance

Display network tries to match in ‘related site’

Sites which have the keyword will show that ad. This is
called contextual targetting

Is the 1st KEY STEP to build your AdWords Campaign











FUNDAMENTALS OF ADWORDS > KEYWORDS IN SEARCH AND DISPLAY NETWORK

Do not use Generic keywords but use target specific keywords. If you use Generic word “Chocolate”, many other things
connected to chocolate will come up. For Tips on how to build keywords list
https://support.google.com/adwords/answer/2453981?authuser=3

FUNDAMENTALS OF ADWORDS > BUILDING A KEYWORD LIST

FUNDAMENTALS OF ADWORDS > DIFFERENT WAYS TO STRUCTURE CAMPAIGNS

Organize it the manner your website is

structured.
This is very very imp. Do it similar to your
website

Structure around requirements of audience

of specific locations.
For example – campaigns for diff cities. But it
starts from keywords and then put them in
adgroups..campaigns

You can start organizing your campaigns and

Ad groups as you create them.

You can reorganize your account after

creating several campaigns.







FUNDAMENTALS OF ADWORDS > ADD KEYWORDS
Adding Keyword in Search

FUNDAMENTALS OF ADWORDS > ADD KEYWORDS
Adding Keyword in Display

FUNDAMENTALS OF ADWORDS > EDIT KEYWORDS

Editing Multiple Keyword

Editing Single Keyword

FUNDAMENTALS OF ADWORDS > KEYWORDS STATUS

FUNDAMENTALS OF ADWORDS

KEYWORD PLANNER

How to Use it?

FUNDAMENTALS OF ADWORDS > UNDERSTANDING KEYWORD PLANNER

Free and effective tool
Equipped with historical statistics and traffic

forecasts

Helps in finding out the relevant keywords or

phrases and ‘ideas’

FUNDAMENTALS OF ADWORDS > GET SEARCH VOLUME AND TRENDS Competition
Average Monthly Searches

Suggested Bid Ad Impression Share

Organic Impression Share Organic Average Position

FUNDAMENTALS OF ADWORDS > RESEARCHING FOR IDEA AND AD GROUPS

Click Search for new keyword and Ad group ideas
Enter one or more of the following in the boxes

Words or phrases that describe what you are

advertising

The URL of a page which is there on your website
A category which is relevant to your product or

service

Get ideas
Review your keywords

FUNDAMENTALS OF ADWORDS > RESEARCHING FOR IDEA AND AD GROUPS

Click get search volume data and trends
Enter a list of keywords , one per line or separated by

commas or upload a file

Click Get search volume- This will generate historical

statistics for your keyword.
Example: Monthly search volume or competition data

FUNDAMENTALS OF ADWORDS > RESEARCHING FOR IDEA AND AD GROUPS

Enter targeting options:
Location
Language
Network

Get click and cost performance forecast
Add negative keywords

FUNDAMENTALS OF ADWORDS > RESEARCHING FOR IDEA AND AD GROUPS

Break down search volume results
Review forecasts and save keywords to

your account

FUNDAMENTALS OF ADWORDS > TOOLS OTHER THAN KEYWORD PLANNER

Google Trends: shows interested

categories and related terms (take
on the competition)
- To check how keywords in different
countries
- This is under google as a seprate
resource

Google Correlate: finds similar

trends

Google Search: Console

(previously known as Webmaster
Tool)- gets you terms you are
searching for

FUNDAMENTALS OF ADWORDS > TOOLS OTHER THAN KEYWORD PLANNER

Bing Keyword Research
Bing Ads Intelligence
Moz Tool
Internal Search: You can

figure out what are your
visitors searching in your
website



FUNDAMENTALS OF ADWORDS

KEYWORD MATCHES

Mix, Match and Convert



FUNDAMENTALS OF ADWORDS > VIDEO
How to Use Keyword Match Types on the Search Network

FUNDAMENTALS OF ADWORDS > BROAD MATCH AND BROAD MATCH MODIFIER

Helps you to quickly build a keyword list Helps to close variants including misspellings,
Helps you to reach out to the maximum traffic
singular or plural forms, abbreviations,
volume with your keywords acronyms, and stemming's

Gives lower quality score due to less relevance

than other match types

FUNDAMENTALS OF ADWORDS > PHRASE MATCH AND EXACT MATCH MODIFIER

Gives very high click through rate, as your Ensures that the most relevant traffic i.e. people

customer’s have searched the phrase who are actually looking for your product or service
are shown your Ads. Thus , bringing you the traffic
Create Ads using the same phrases as your with the highest click through conversion rates.

keywords, which improves your Ad Rank

If your Ad text exactly matches with the

customer’s search term your Ad appears in bold

FUNDAMENTALS OF ADWORDS > NEGATIVE MATCH --- very imp

This is a very useful way to filter the search

traffic at certain situation.
Example: If the account contains lot of broad
match keywords

Does not appear for all keywords under this

umbrella

Weeds out the irrelevant traffic (using in sync

with your other match types like broad match)

FUNDAMENTALS OF ADWORDS > SUMMARY OF KEYWORD MATCHES

Match With This To Trigger Your Ad Example
Type Punctuation On
Keyword: Men’s shoes
Broad None Synonyms, related Search: Buy men’s shoes; men’s
match searches, and other footwear; shoes for men
relevant variations

Broad +Keyword Close variations but Keyword: +men’s +sport +shoes
Match not synonyms or Search: Buy men’s shoes; buy sport
Modifier related searches shoes for men; buy sport shoes

FUNDAMENTALS OF ADWORDS > SUMMARY OF KEYWORD MATCHES

Match With This To Trigger Your Ad On Example
Type Punctuation

Phrase “Keyword" A phrase and close Keyword: Men’s "sport shoes”
Match variations of that
phrase Search: Buy men’s sport shoes; buy
Exact
Match women sport shoes; buy sport shoes
(“sports shoes” -
Negative
Match [Keyword] An exact term and Keyword: [men’s sport shoes]
close variations of that Search: Men’s sport shoes
exact term

-Keyword Searches without the Keyword: -sport
term
Search: Buy shoes; buy men’s shoes;
buy women’s shoes; sale on shoes

FUNDAMENTALS OF ADWORDS > KEYWORD IMPROVEMENT IDEAS

Filter your keyword by CTR for high impression and least

click - adjust them.

Check keywords below 1st page bid estimate- determine

cost, competition.

Try to keep keywords with high quality score and adjust

the Ad groups.

Based on your business type, group your keywords by

themes.

Use dynamic insertion if you have a wide array of product

or service.