Day 3 - AdWords Fundamentals

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

CAMPAIGN STRUCTURE AND
ORGANISATION

The Best Way to Structure and
Manage

FUNDAMENTALS OF ADWORDS > A TYPICAL ACCOUNT STRUCTURE

Your AdWords Account My Account – Online Electronics
Store

Campaign Campaign TV Campaign Phone Campaign

Ad Group Ad Group Ad Group Ad Group Flat Screen Plasma Smart CDMA
Screen Phone
Ad
Ad Ad Ad Ad Ad Ad Ad 2G
Keyword Keyword Keyword Keyword Flat Plasma Android Touch
Keyword Keyword Keyword Keyword Pixels App
Keyword Keyword Keyword Keyword Sharp HD App
Pixels Touch

FUNDAMENTALS OF ADWORDS > WHY DO YOU NEED TO STRUCTURE?

A Well-Structured Account Enables:

Determination of Ads which create the optimal

conversions and traffic

Monitor changes easily
Have right control over budgets or costs
Identify specific keywords quickly
Easy Management and editing of your

campaigns

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

CASE STUDY

Keyword Reorganisation

FUNDAMENTALS OF ADWORDS > CASE STUDY

Company: A leading manufacturer of industrial analytic products like sensors and IOT devices.
They have been using AdWords for the last 2 years.

Challenge
In the last 6 months, while using AdWords they have seen:

Lower ad positions
High competition and cost for some of their top performing keywords last year.
CTR had dropped by more than 50%

FUNDAMENTALS OF ADWORDS > APPROACH

Studied competition and benchmarks (for those keywords)- to create a target CTR, CPC and Ad

Positions

Looked at the campaigns and figure out keywords and campaigns which were performing below the

benchmark

Reorganised keywords in new Ad groups
Added negative keywords based on the search query reports and running conversion tracking
Used some long tail keywords which were showing in the search query report and distributed into

different ad groups relevant to them



FUNDAMENTALS OF ADWORDS > RESULTS

With Proper targeting and introduction of keywords the impressions decreased by more than 20%

, but it yielded 16% more clicks and 39% more visits

As CTR increased CPC was seen to decrease by 26%
Over the course of 6 months the KPIs became much better than what they had before they

spotted the problem

FUNDAMENTALS OF ADWORDS

ASSIGNMENT

Keyword Research and
Construction

FUNDAMENTALS OF ADWORDS > BUILD YOUR KEYWORD BANK

Without getting in any tools make a list of keywords or phrases that you think may be useful for your
customers.

Go to Keyword planner and type in competitor’s URL and get more ideas. – very good method
Use other tools mentioned in this lesson to expand your keyword list.
Club them in groups and create themes around them.
Divide keywords in each group as per the match type.
Put them on Keyword Planner and get the cost, competition and volume projections.





FUNDAMENTALS OF ADWORDS

CHECK YOUR
UNDERSTANDING

FUNDAMENTALS OF ADWORDS > CHECK YOUR UNDERSTANDING
1. You are seeking for long tail keywords to bring in highly converting traffic. Which of the following

tools you are most likely to use?

a. Search term query report
b. Keyword Planner
c. Display Planner
d. Historical performance of your keyword

This will tell you what queries people are typing in to come to your site.

FUNDAMENTALS OF ADWORDS > CHECK YOUR UNDERSTANDING

2. You have started a new food chain business and want to promote it to the maximum people. You have entered
your relevant keywords and set ‘Broad match’ as your match type. After 1 week your money seems to be
running out with very few sales. You make the following changes to check this cash drain:

a. Change your match type to Broad match modifier
b. Change your match type to Phrase match
c. Keep Broad match but add Negative keywords
d. Change match type to Broad match modifier and add Negative keywords

You need to use modifier to narrow the focus and use negative words to exclude some unwanted traffic.

FUNDAMENTALS OF ADWORDS > CHECK YOUR UNDERSTANDING
3. You have finalized your best set of similar keywords for your new sports shoes ads and now you:

a. Segregate them across your campaigns for sports shoes for men and women
b. Segregate them across campaigns for men and women sports shoes and then group them under similar Ad groups
c. Group similar keywords under similar Ad groups and then segregate them across separate

campaigns for men and women sports shoes
d. Either “b” or “c”

You can take either of the approach either starting at the campaign level or at the Ad group level.

FUNDAMENTALS OF ADWORDS > CHECK YOUR UNDERSTANDING

4. After 2 weeks of running your campaign you find a number of keywords that are poor performers and you want
to pause all of them:

a. Click on each of the keyword and select the Paused option from the dropdown
b. Select your Campaign and pause it
c. Select all the keywords, click on the Edit button and select the Paused option from the dropdown
d. Both “b” and “c”

This is the best way to do it with few clicks and you do not want to pause an entire campaign for that (unless
the campaign itself is not performing well).

FUNDAMENTALS OF ADWORDS > CHECK YOUR UNDERSTANDING
5. You can refine your targeting by using negative keywords as:

a. It can enhance the average position of an Ad
b. It can reduce the budget
c. It can reduce the number of non converting clicks
d. It can find the right sites in display network

It reduces the irrelevant clicks and hence aids conversion.

FUNDAMENTALS OF ADWORDS

SUMMARY

Fundamentals of AdWords– Day
3

FUNDAMENTALS OF ADWORDS > SUMMARY

Key points discussed in this module:

o We learned significance of keywords and how to plan

for it

o Using Keyword Planner and other tools to find out

keywords that matters

o Using different type of keyword matches and when to

use them

o Structuring and organising campaign for better

management

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