Introduction to AdWords by Vipul Sachan
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Google AdWords is an online advertising service that allows advertisers to display brief ads to web users based on keywords. Advertisers pay only when a user clicks on an ad to learn more, then see more information on partner websites. Pay-per-click (PPC) advertising allows targeting specific keywords or audiences to drive traffic to websites or phone numbers, with payment occurring only on clicks. Effective PPC campaigns involve organizing accounts, creating relevant ad groups and keywords, testing ads, and using reporting tools to optimize performance over time.
Introduction to AdWords by Vipul Sachan
- 2. Adword Defined 2 Google AdWords is an online advertising service that enables advertisers to compete to display brief advertising copy to web users, based in part on keywords, predefined by the advertisers, that might link the copy to the content of web pages shown to users. • Web pages from Google and from partner websites are designed to allow Google to select and display this advertising copy. Advertisers pay when users divert their browsing to seek more information about the copy displayed, and partner websites receive a portion of the income they generate
- 3. PPC Defined Pay Per Click (PPC) • Online Advertising that allows advertisers to target specific sets of keywords or audiences in order to drive traffic to a website or phone number. • Pay per click literally means that a search participant must click on an ad in order for the advertiser to be charged. • Google (search) – online advertising that allows advertisers to target specific sets of keywords or phrases that people search. 3
- 4. Organizing Your Account 4 AdWord gives your account a solid framework, making it easier to determine which of your ads, campaigns, and keywords are working, and which aren’t, so you can alter or add campaigns as necessary. • Same Email And Password login used with other Google Accounts • Billing Information • General Settings
- 5. PPC Campaign 5 • What makes up a Pay-Per-Click campaign? Ad Groups • A high level category that is directly related to the service or product you are advertising • Display Network Targeting Methods (eg. placements, topics, Interests,demographics and remarketing) • Mobile Bid Adjustment • Special Campaign Settings • Ad Extensions Ads • No less than three text ads are created for each Ad group • Shopping, Dynamic Search Ad and Display Ad Keywords • The actual words or phrases we bid on that consumers potentially search for • Each Ad group contains numerous keywords & ads
- 6. PPC Campaign 6 Create Relevant Keywords & Ad Groups Test Ads & Keywords Use Reporting Tools To Measure Results Optimize, Optimize, Optimize!
- 7. Campaign Targeting Geographic location – During the initial setup of the account we determine a radius around a location where your ads will be shown Your ads will only be shown to those searching in your area as well as those searching for your area 7 Countries Regions Cities
- 8. Language Targeting • Target 1 or More • Write In The Same Language You’re Targeting • No Translation • Default Language • Language People Type 8
- 9. 9 Google Search Engine Results Page (SERP) Paid Organic Local Organic Paid
- 10. Online Advertising Report Dashboard* 10 1 2 3 4 * * * *Reference Slide 9 for definitions corresponding to the chart above
- 11. 11 Report Term Definitions 1. Cost: The total spend for that month − Please note that even though we are allocating a certain amount per month this does not necessarily mean we will spend that in a month’s time. We are only charged when consumers click on our advertisements 2. Impressions: The total number of times your advertisement was seen over the course of the month for that particular Ad Group 3. Clicks: The total number of times your advertisement was clicked on by a consumer 4. CPC (Average Cost Per Click ): Google AdWords is much like an auction where we bid on keywords related to your business. Average CPC shows how much we are paying for an individual click. 5. Maximum Cost-per-click (CPC) Bid: The maximum amount you’re willing to pay each time a user clicks on your ad for a particular keyword. You can set the maximum CPC bid at the ad group or keyword level.
- 12. 12 Additional Terms • Click Thru Rate (CTR): The total number of times your advertisement was clicked on divided by the number of times your ad was shown (impressions) • Quality Score: The measurement used to determine your ad’s relevance to user searches. Your Quality Score is determined by your keyword’s click-through rate (CTR) on Google and by the relevance of your ad text, keyword, and landing page. • Conversions: The one portion of your dashboard will show your conversions as defined by your brand. These can be phone calls, online enrollments, online purchases, and more. • Average Position: This is the average position of where your advertisement falls on the SERP – As a standard we like to see our ads in the top 5 positions.
- 14. ROI & PPC 14 • Measuring ROI with Pay-Per-Click – Getting a consumer to click on your ad and visit your website is only half the battle – Once the consumer is on your website you may want them to: • Purchase a product • Fill out a form • Sign up for a giveaway • View a key page – Your ROI is going to be determined by your brand to help identify the benefit of your PPC marketing campaign
- 16. Benefits of PPC 16 • Reach – Access to ~80% of Internet users worldwide (Google) • Cost – Low cost for high ROI • No minimum spend – Only charged when consumers click on your ad • Timing – Ads are seen by users looking to purchase • Qualified leads – Reach your audience at the right time, with the right message • Flexibility – Gives you the ability to start advertising quickly – Target ads to the specific location(s) of your target consumers – You can monitor and optimize your ads continually
- 17. 17 Thanks. 1995 2015 2050? Digital Media$ Non-Digital Media Today