Day 2 - AdWords Fundamentals

FUNDAMENTALS OF
ADWORDS

by Tuhin Ghosh

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



To Do Notes – of this session

1. Check out outbrain
2. Watch ‘intership’ movie from google

3. check out phygital retail store
4. Check ‘builtwith’ to know details of a website background info

5. Check speed of website on google

6. Check Bing and register to know more keywords
7. Check about adsense. This is a publisher’s website asking for ads on his site

8. Try the exam. Re-take after 7 days. And Check out the study guide

Notes – good to know
1. Content management system – good one is wordpress. But for e-commerce
sites use dot net,,,etc
2. Domian is just the name of the website but hosting should be selected from the
country where your target audience is
3. Have also a mobile responsive website
4. Social media – Twitter– get more followers. Have a facebook page or group
5. In digital marketing –in FB and adwords you can target as per demographics
l

FUNDAMENTALS OF ADWORDS

INTRODUCTION

Fundamentals of AdWords

FUNDAMENTALS OF ADWORDS > INTRODUCTION

Understanding Pay Per Click Advertisement
Significance and Evolution of AdWords in PPC
Bing Ads vs Google Ads
AdWords Certification- Overview, Benefits and

Preparation

Google Ad Networks
Different Ad Formats (text ads, video…etc)

FUNDAMENTALS OF ADWORDS

OBJECTIVES

Fundamentals of AdWords

FUNDAMENTALS OF ADWORDS > OBJECTIVES

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

o Know about the rise and significance of Pay Per Click(PPC)

marketing and how Google AdWords meets most of your PPC
Goals

o Know about the AdWords certification, its benefits and how to

prepare for it

o Understand the key components of AdWords- Keywords,

networks, Ad types, organisation, quality, bidding options and
policies

o Interpret different reports, metrics and learn to optimise PPC

campaigns

FUNDAMENTALS OF ADWORDS

UNDERSTANDING PAY-PER-CLICK
ADVERTISEMENT

PPC – What and Why of it?

FUNDAMENTALS OF ADWORDS > WHAT IS PPC?

PPC = Pay Per Click - Advertisers pay on each click

There are other payment models like PPM or CPM, CPA

etc. which are collectively called as PPC.

Google and Yahoo (and their networks) are the key PPC

platforms globally.

FUNDAMENTALS OF ADWORDS > HOW DOES PPC WORK? PPC Ads

Rule based search engines determine the relevance of an Organic Search
Results
Ad based on the KEYWORD that you search.

On clicking the Ad you are taken to a landing page to see

more and perform the desired actions like filling up the
contact form.

PPC is different from organic or free search results (SERP),

which is also rule based. No payment is involved in the latter.

FUNDAMENTALS OF ADWORDS > WHY PPC?

Why pay? When you can rank ‘organically’

Quick route to visibility
Small budget - flexible - cost effective
Measure direct impact and hence improve
Scalable

FUNDAMENTALS OF ADWORDS > COMMON PPC PLATFORMS

AdWords + YouTube - No.1
Yahoo + Bing - No.2
Yandex - Russia
Baidu - Mandarin Language
Social Ads

Facebook
Twitter
LinkedIn

FUNDAMENTALS OF ADWORDS

SIGNIFICANCE AND EVOLUTION OF
ADWORDS

The Spectacular Growth and
Why it is Important?

FUNDAMENTALS OF ADWORDS > SIGNIFICANCE OF ADWORDS

Expansive Reach powered by the Google Search Engine and

its Partner Networks

It helps in:
Small Initial Investments and Instant Traffic
Targeted Traffic: interest, demographics, location,

language and contextual

Defining and Monitoring budget
Tracking in real time: optimises to get the desired ROI

FUNDAMENTALS OF ADWORDS > EVOLUTION OF ADWORDS

Adsense – to earn money, used by
publishers

Started Adwords platform Joined with AdSense- Currently, 95% of
inspired by GoTo.com targeted display traffic Google’s revenue comes
post from its Ad platforms
2000
2005 2016

2002 2012

Launched AdWords Acquired YouTube,
Select– the start of PPC Introduced Google
revolution Shopping, Enhanced
Campaigns

FUNDAMENTALS OF ADWORDS

GOOGLE VS BING

Which One to Choose?

FUNDAMENTALS OF ADWORDS > BING ADS
Good to register with bing only to get keywords

Bing Ads holds 20% market share with Yahoo.
In Certain Niche has a lower Cost per Acquisition.
Bing Ads has got good tools like Keywords and Analytics.

FUNDAMENTALS OF ADWORDS > GOOGLE ADWORDS VS BING ADS

Category Google AdWords Bing Ads

Targeting o Allows only at Campaign level o Allows at Ad groups level – more granular
o Less flexibility in device targeting options o More flexibility in device targeting options
o Has better target reports o Reports are more generic

o Has a huge number of extensions for to explore o Although extensions are available they are limited in
number and variety
Extensions
o Use Google+ as the social extension which o Uses Twitter as a social extension which has an
however has a limited traffic average of 310 million monthly active usage

o Close variant rule to exact and phrase match o Provides close variant as an option wherein
no longer an option advertisers can easily select/deselect

Keyword Match o Misspellings, plurals, grammatical stemming o Traffic is relatively low when close variant option is
allow bring in more traffic with a higher not selected
impression share

FUNDAMENTALS OF ADWORDS > GOOGLE ADWORDS VS BING ADS

Reach o Google Search and Search partners and o Yahoo Bing Network has a relatively lower reach.
shoulders above the rest of the league.
o Bing Ads are more served in Russia, China, South
o There are some nations where Google is Korea and Japan.
sparingly used or banned.

Pricing o Since 2012, CPC has risen by 26%. Studies o CPC is well within budget. Studies have shown
that avg. CPC across industries is $1.83/click.* average CPC is only $1.07/click.*

* Numbers will differ from one study to other.

FUNDAMENTALS OF ADWORDS

ADWORDS CERTIFICATION

Overview, Benefits and
Preparation

FUNDAMENTALS OF ADWORDS >THE EXAMS

Google Advertising Fundamentals Exam
Search Advertising Advanced Exam
Display Advertising Exam
Mobile Advertising Exam
Video Advertising Exam
Shopping Advertising Exam

FUNDAMENTALS OF ADWORDS > STEPS TO GET ADWORDS CERTIFICATION

Step 1: Sign up in Google Partners with
your Google Account.

Step 2: Navigate to ‘AdWords’ on the left
pane

Step 3: You will be given 6 tests- ‘Take
the test’

Step 4: After you finish the test go to the
2nd one

Step 5: After you have successfully obtained
80% or more go to My Profile

Step 6: Below the profile you will get AdWords
Certified Link

Step 7: Print and Save the certificate









FUNDAMENTALS OF ADWORDS > BENEFITS OF ADWORDS CERTIFICATION

Gain AdWords Knowledge Why AdWords Certification? Become a more successful Ad
Program Benefits Receive Google Recognition Manager

FUNDAMENTALS OF ADWORDS > PREPARATION FOR CERTIFICATION

80% Passing score
Test Duration - 90 to 120 minutes
Retake in 7 days if you fail
MCQs, Fill In the blanks and True or False
Tune in carefully for modules 2 to 11 for learning and

application.

FUNDAMENTALS OF ADWORDS

GOOGLE AD NETWORKS

Types and How do They Help
You?

FUNDAMENTALS OF ADWORDS > TYPES OF AD NETWORK The Google Network

Search Network
Search-related websites or Apps where your Ads can

appear

These include Google search sites, other Google sites and

non-Google websites that partner with Google (search
partners) to show Ads

Display Network
Includes specific Google websites like Google Finance,

Gmail, Blogger, and YouTube: that show AdWords Ads

This network also includes mobile sites and Apps
Google refers to this as 'placements’

FUNDAMENTALS OF ADWORDS > TYPES OF CAMPAIGNS

Campaign Types

Search and Display Networks Search Network Only Display Network Only

o Google Search Network o Google Search Network o Google Display Network
o Google Search o Google Search o Google Partner Apps
o Shopping o Shopping o Google Sites
o Maps o Maps
o Images and Groups o Images and Groups
o Search Partner Sites o Search Partner Sites

o Google Display Network
o Google Partner Apps
o Google Sites

FUNDAMENTALS OF ADWORDS > AD FORMS ON DIFFERENT NETWORKS

Text Ads
Ads with Extension

(no extra pymt for this)

Shopping Ads

Image and Video Ads

FUNDAMENTALS OF ADWORDS > SEARCH VS DISPLAY

Search Network Only Campaign

Campaign Description TypAveailable Features Unavailable Features
Type
o Keyword-targeted text o Basic location targeting o Product Ad extensions
Standard Ads showing on the o Basic bidding and budget o Advanced social and
Google Search Network
settings experimental settings
o Common Ad text extensions. o Ad scheduling and Ad delivery

method options
o Advanced location options
o Advanced language targeting
o Mobile App extensions
o Advanced keyword matching
o IP exclusions

No extra pymt for all features. Same rate for Standard and All featuress

FUNDAMENTALS OF ADWORDS > SEARCH VS DISPLAY

Product o Ads promoting your o Features and options o Site links
Listing Ads product inventory from
Google Merchant Center essential to providing product o Advanced social and

details experimental settings

o Advanced location options o Advanced keyword matching

o Product Ad extensions

All Features o All features and options o All standard and mobile o None
available for the Search settings, plus Ad delivery
Network methods and all Ad
extensions

FUNDAMENTALS OF ADWORDS > SEARCH VS DISPLAY

Display Network Only Campaign

Campaign Description TypeAvailable Features Unavailable Features
Type
o Keyword-targeted text o Basic location targeting o Product Ad extensions
Standard Ads showing on the o Basic bidding and budget settings o Advanced social and experimental
Google Display o Common Ad text extensions.
All Features Network settings
o Ad scheduling and Ad delivery
o All the features and o All the standard and mobile
options available for the settings, plus Ad delivery methods method options
Display Network and all Ad extensions o Advanced location options
o Advanced language targeting
o Mobile App extensions
o Advanced keyword matching
o IP exclusions

o None

FUNDAMENTALS OF ADWORDS > WHEN TO RUN A SEARCH CAMPAIGN

Limited Budget

Less budget and want conversions
We just want the product to be bought

Emergency Product or Service

Carwale

Need Based

FUNDAMENTALS OF ADWORDS > WHEN TO RUN A DISPLAY CAMPAIGN

Brand Awareness
Long Sales Cycle

– may need to interact with the
consumer no. of times before
purchase.

- Sometimes need the customer to see
the ad 5 to 6 times

“Visual Appeal”

If the brand has a logo. Imagery.

FUNDAMENTALS OF ADWORDS

AD FORMATS

Different Types and Their
Application

FUNDAMENTALS OF ADWORDS > TEXT ADS – where it can be applied

Search Network – e.g. cleartrip.com
Display Network – can see imagery ads
Benefits

Easy Management- quick edit and customisation
Only need to focus on keywords (with the text ads)
Less false clicks and budget loss

FUNDAMENTALS OF ADWORDS > AD EXTENSION (to the text ads)

App Extension: Send users to the App store or help

download your App

Call Extension: Connect users to your business directly

by phone. (The person calls from his mobile to a google
center. Works as a leads generator)

Location Extension: Help nearby consumers find or call

your nearest storefront (purpose to get people to visit the
store)

FUNDAMENTALS OF ADWORDS > AD EXTENSION

Review Extensions: Showcase positive, third-party

reviews from reputable sources.

Site Links: Promote more pages within your (used in

brand related ads. More touch-points are provided)

Call Outs: Help users learn more about what you have

to offer.

FUNDAMENTALS OF ADWORDS > AD EXTENSION

Previous Visit: Show users if they have clicked through

to your website from Google Search results before (to
show that the consumer has interacted with the brand
before)

User Rating
 Consumer Ratings : Show off what customers

appreciate with high-quality survey data

Seller Ratings : Show your online business ratings with

your Ad

FUNDAMENTALS OF ADWORDS > BENEFITS OF AD EXTENSIONS

Brings targeted audience to your website
Increase your ‘real estate’ in the search page.
Improves your Ad Rank (thereby has relatively lower cost

and higher number of clicks).

“Provide additional details and contact information that can make your Ads more
relevant to customers. You can opt to extend your Ad for mobile devices
differently than how you extend your Ad for tablets and computers”

FUNDAMENTALS OF ADWORDS > IMAGE ADS

Used for display network
In static, interactive graphics, animated in .gif and flash

format

Google specifies ‘permitted’ Ad sized (see the block on

the right)

Benefits
Visual appeal
Wider reach through vast partner network.

Most common Image Source: Wikipedia
300 x 250 pixells
728 x 90
160 x 600 pixcels
To check size of ad- click F11 or F12

FUNDAMENTALS OF ADWORDS > APP PROMOTION ADS

Increase download of your App
Engage your customer through Apps
Appears in compatible devices

FUNDAMENTALS OF ADWORDS > VIDEO ADS Best for branding

Visual Appeal (from a YOUTube perspective)
More rich and engaging
Wide reach through YouTube and partner network
Often have a lower cost (if placed and targeted properly)
There can be multiple goals for video Ads

If you want to reach viewers with video content using (CPV – cost

per view)) bidding then select True View video formats and use
AdWords for video

If you want to focus on other AdWords video formats (CPC or

CPM bidding) then create standard display Ad campaigns and
build Ads with display Ad builder

FUNDAMENTALS OF ADWORDS > SHOPPING ADS

Is a must for most of the E-commerce companies
Can appear both in search and display networks
Encourages your customers to learn about the products

that you sell before they click to your website

You can directly take customers to the buying page-

helps in impulse purchases

Aids conversion

FUNDAMENTALS OF ADWORDS > CALL ONLY ADS

Especially useful in mobile devices: able to fit this into

small screen

Creates the propensity to call: then and there !

Used when you want people to call u, may be bcoz:
1) Website is in nacent stage
2) Product is such that needs explanation
One can have more ad extensions but it should not be clustered.
The ad extensions used depends on the end goal/the purpose

FUNDAMENTALS OF ADWORDS > AD FORMATS APPEARING IN DIFFERENT CAMPAIGN TYPES

Campaign Type TAedxt Image Ad ApPproPmroomtiootnion Shopgping Dynamic Vo ideo Call-Only Ad
YN Ad Ad Search Ad Ad N
Search Network with Display YY
Display Select - Standard N N N N
Search Network with Display
Display Select - All Features Y Y YN N

Search Network Only - Call - N N N N NN Y
- Only N N
Search Network Only - Mobile Y N Y N NN N
Mobile App Installs Y N
Search Network Only - Standard N N NN N

Search Network Only - All N Y YN N
Features

FUNDAMENTALS OF ADWORDS > AD FORMATS APPEARING IN DIFFERENT CAMPAIGN TYPES

Search Network Only - Dynamic N N N N Y NN
Dynamic Search Ads Y Y N N N YN
Display Network Only - All N N Y N N NN
Features
Display Network Only - Marketing Y Y N N N YN
Marketing Objectives > Install
Install your Mobile App
Display Network Only - Marketing
Marketing Objectives > Buy on
Buy on your Website