Day 2 - AdWords Fundamentals

FUNDAMENTALS OF ADWORDS

ASSIGNMENT

Create the Basis for Digital
Marketing and Set Up AdWords
Account

FUNDAMENTALS OF ADWORDS > BEFORE YOU CREATE YOUR ACCOUNT

Take your business or industry or area of work or think of a business that you want to be in.
Set your marketing goals

You want to increase number of leads?
You want to make more people aware of your brand? (use Display ads)
You want to increase your ROI from X% to Y%?
Others? Or Combination
There may be multiple goal: Prioritise!

FUNDAMENTALS OF ADWORDS > BEFORE YOU CREATE YOUR ACCOUNT

What is your budget? (Depends on the amt of money you have)

Do you want to start small and then expand?
Do you want to keep a monthly budget and spread it evenly?
Do you want to reshuffles or re-prioritise or combine your goals based on the budget?

Make a Campaign Strategy

How do I develop a plan for campaigns?

FUNDAMENTALS OF ADWORDS > CREATE YOUR ACCOUNT

 You will need a Google account: make a new account!
 Set your business details: mail and website: you can put

your business website or you can create a blog and link
the URL.

FUNDAMENTALS OF ADWORDS > CREATE YOUR ACCOUNT

 This will take you to AdWords Express (a self serve

platform) – you may ‘Switch to AdWords‘

 You may set some dummy information when you come

to AdWords page which has budget, location etc. (we
will come back to this in the subsequent exercises)

FUNDAMENTALS OF ADWORDS > CREATE YOUR ACCOUNT

 Set your billing information
 Give your primary contact details
 Set the time zone carefully- you cannot change this later

FUNDAMENTALS OF ADWORDS > CREATE YOUR ACCOUNT

 Get your promotional coupon code
 Put the code in the “Introductory Offer”
 You need to put all the other billing information- if you do

not want to put TAN , then select Individual in the Tax
status

FUNDAMENTALS OF ADWORDS > ALERTS, ANNOUNCEMENTS AND NOTIFICATIONS

Alerts Messages about Example: Billing information needs to be
Announcements potential problems to updated

Notifications fix Example: New feature in AdWords to help
you better track your Ads
Product-related
messages showing Example: Email with performance reports
about a certain Ad campaign
updates about
AdWords

Provides update on the
account performance

FUNDAMENTALS OF ADWORDS

CHECK YOUR
UNDERSTANDING

FUNDAMENTALS OF ADWORDS > CHECK YOUR UNDERSTANDING
1. How does Google AdWords differ from Organic Search Result?

a. Only relevant ones are shown on the top on one
b. One depends on the key word or phrase searched on Google while the

other does not
c. One depends on the bidding amount while the other does not
d. One can have extensions while the other does not have them

Organic search result does not require bidding. Others are true.

FUNDAMENTALS OF ADWORDS > CHECK YOUR UNDERSTANDING
2. PPC is called Paid-Per-Click because:

a. Advertisers prepay their expenses for displaying their Ads
b. Users need to pay when they click on an online Ad
c. Advertisers pay only when their Ads are clicked by users
d. None of the above

You (advertiser) pay only if an user clicks your Ad

FUNDAMENTALS OF ADWORDS > CHECK YOUR UNDERSTANDING

3. AdWords should be a part of your online marketing strategy because:

a. You can set your own budget and check any over-spending
b. You can target traffic based on location, language and demography
c. You can run multiple experimental campaigns to fine tune your

marketing strategy at no extra cost
d. All of the above

FUNDAMENTALS OF ADWORDS > CHECK YOUR UNDERSTANDING

4. You should be running a Display Network Campaign if: If ltd budget, search is better

a. You are selling an emergency product with a limited budget
b. You are selling all your products with a limited budget
c. You have a lengthy sales process
d. You have great images of the electrical parts sold at your shop

Emergency product and limited budget are more conducive to Search Ads.
And images of electrical products may not induce display led impulse purchase.
But lengthy sales cycle of your product requires to remind your target audience
every now and then through display and remarketing

FUNDAMENTALS OF ADWORDS > CHECK YOUR UNDERSTANDING
5. Your marketing plan involves drawing in customers by engaging them to call your office directly

from your Ads. Which of these Ads you are most likely to use?

a. An awesome video Ad which ends with a toll-free phone number to call
b. A text Ad with a headline stating Call (Toll-Free-Number)
c. Using Callouts extension
d. A Call-only Ad

For ‘direct calling from Ads ‘ with one click – Call Only Ad is best option

FUNDAMENTALS OF ADWORDS

SUMMARY

Fundamentals of AdWords

FUNDAMENTALS OF ADWORDS > SUMMARY

Key points discussed in this module:

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

Copyright Manipal Global Education Services Pvt. Ltd. All Rights Reserved.

by Dr Sample NameAll product and company names used or referred to in this work are trademarks or registered trademarks of their respective holders. Use of them in this work does not imply any affiliation

with or endorsement by thePmG. DBA (ICFAI - Mumbai), Big Data Certified
(Big Data University), Mongo DB Certified (10gen)

This work contains a variety of copyrighted material. Some of this is the intellectual property of Manipal Global Education, some material is owned by others which is clearly indicated, and

other material may be in the public domain. Except for material which is unambiguously and unarguably in the public domain, permission is not given for any commercial use or sale of this

work or any portion or component hereof. No part of this work (except as legally allowed for private use and study) may be reproduced, adapted, or further disseminated without the express

and written permission of Manipal Global Education or the legal holder of copyright, as the case may be.