Adwords:

Help you market our products/services online. By allowing u to pay only when they
click
Ad rank:
Bid (i.e. amount bidded) + Quality score(Ad descrption + keywords + webpage
display quality )
The components of Quality Score are expected clickthrough rate (CTR), ad
relevance, and landing page experience. Each keyword gets a Quality Score on a
scale from 1 to 10, where 1 is the lowest score and 10 is the highest.
Ad Rank, however, does take into account auction-time factors and determines
where your ad appears on the page or whether it appears at all. Every time one of
your ads competes in the auction, AdWords calculates your Ad Rank using your bid
amount, the components of Quality Score (expected CTR, ad relevance, and landing
page experience), and the expected impact of extensions and other ad formats.
Even if your competition has higher bids than yours, you can still win a higher ad
position at a lower price by using highly relevant keywords and ads.

Ad words diving budget:

Bidding strategies:

We'll go over your bidding options in more detail later, but here's an
overview of the strategies:

Cost-per-click (CPC): If you want to focus on clicks on your ads and

drive traffic to your website, you'll want to use CPC bidding.

Cost-per-thousand impressions (CPM): If you want to focus on

impressions the number of times your ad shows and increase
awareness of your brand, you'll want to use CPM bidding. Note that
CPM bidding is available for Display Network campaigns only.

Cost-per-acquisition (CPA): If you want to focus on conversions

which is when people take a specific action on your website after
clicking one of your ads you'll want to use CPA bidding.

Charging:

Antoine advises that Fiona's ad campaign should use the CPM bidding
strategy. After Antoine explains how CPM bidding works, Fiona wants to
know how much she'll be charged.
 Let's say the maximum amount Fiona wants to bid is US$2.00 and
other advertisers' bids for the same ad position are US$1.50 and
US$1.75. Fiona won't be charged more than what's needed for her ads
to appear higher than the advertiser bidding US$1.75.

iyou're using CPA bidding, the actual amount you'll be charged might exceed your
specific bid because the actual amount depends on factors outside of Google's
control, such as changes to your website or ads, or increased competition in ad
auctions. Keep in mind that our system is designed to adjust over time, so the
longer you use CPA bidding, the less likely it is that your actual CPA will exceed your
specific bid.
Figure out whats your daily budget
Then bid fr CPC(CPC is check to determine you are bidding competitively for ur imp
keywrds).If you want your ad to appear on the first page for a keyword searched
then your ad shld be in average position of 1 to 8
Keywords also help determine how much you pay. Each of your keywords has a
maximum cost-per-click bid amount (or "max. CPC"), which specifies the maximum
amount you're willing to pay each time someone clicks your ad.

CPC bidding

With CPC bidding, you can set a maximum amount that you're willing to pay
for a click on your ad this is a maximum cost-per-click bid, or simply "max.
CPC." This bidding method can be a good value because you pay only when
a viewer is interested enough to click your ad and learn more.

If you use CPC bidding, you'll have the option to use manual bidding and
choose your own bid amounts or automatic bidding and let AdWords set
your max. CPC bid for you to get as many clicks as possible given your
overall budget.

CPM Bidding:

One thing to keep in mind is that ads with different bid types can compete for the
same Display Network placements. When CPC and CPM ads compete for the same
placement, the two types of ads are compared apples-to-apples on how much
they're effectively willing to pay for the impression. For a CPM ad, the max CPM bid
represents how much the advertiser is willing to pay for each 1000 impressions;
with a CPC ad, Google estimates how many clicks the ad might receive in 1000
impressions to get the comparison.
CPA Bidding:

To use CPA bidding, you'll need to either set up conversion tracking, cross-
account conversion tracking, or be importing data from Google Analytics.
You'll also need to turn on Conversion Optimizer. Conversion Optimizer uses
historical information about your campaign, and automatically finds the
optimal equivalent CPC bid for your ad each time it's eligible to appear.

You'll also need to set a maximum CPA bid, which is the maximum amount
you'd like to pay for a conversion, or a target CPA bid, which is the average
amount you'd like to pay for a conversion.

Bid adjustments and flexible bidding strategies:

How do bid adjustments work? Bid adjustments are set by percentages. Say that
you know your campaign performs well on mobile devices, you can set a +20% bid
adjustment, for example, for searches on mobile devices to increase your bids for
mobile to try to capture all available traffic.

Flexible bid strategies give you automated bidding exactly when, where, and
how you want it across multiple campaigns, or within a single part of a
campaign.

Here are the different types of strategies:

Maximize clicks: Automatically sets your bids to help you get the
most clicks within a target spend amount that you choose.

Target search page location: Automatically adjusts your bids to help

you get your ads to the top of the page or the first page of search
results.

Target cost-per-acquisition (CPA): Automatically sets your bids to

help you get as many conversions as possible, while reaching an
average cost-per-acquisition goal that you set.

Enhanced cost-per-click (ECPC): Automatically adjusts your manual

CPC bid up or down based on each click's likelihood to result in a
conversion.

Target return on ad spend (ROAS): Automatically sets your bids to

maximize your conversion value, while trying to reach an average
return on ad spend.
 Target outranking share: Automatically raises or lowers your bids to
help your ads outrank ads from another domain.

Campaign types:
Keywords can trigger your ad to show on placements, which are sites across the
Internet where your ads can appear. Google automatically determines where your
ads appear by matching your keywords to these placements, or you can pick
specific placements yourself for greater control over where your ads appear.
Search or display depending on ad type text or video etc
Standard or additional depending on the amount of mixing and matching of ads i.e.
the flexibility req.

most commonly used campaign types: Search Network only, Display Network
only, and Search Network with Display Select.

If you create a Search Network only campaign,

your ads can appear throughout sites on the Google
Search Network. This campaign type works by linking
your AdWords keywords to the words or phrases
someone uses to search on Google, then showing
relevant text ads on search results pages.

This campaign type is useful for advertisers who

want to connect with customers right when theyre
searching their products or services. For example, a
small home repair business that earns most of its
revenue from plumbing repairs might create a
Search Network only campaign to target its ads to
high-potential customers searching for plumbing
services.

With a Display Network only campaign, your ads

can show throughout the Google Display Network.
This campaign type works by matching your ads
including text, image, rich media, and video ads to
websites and other placements, like YouTube and
mobile apps, with content related to your targeting.

What kind of business might create a Display

Network only campaign? Say you're a jewelry store
 wanting to increase awareness of the engagement
rings you sell. With a Display Network only
campaign, you can reach people visiting wedding-
related sites, such as blogs about wedding planning.

A Search Network with Display Select campaign

allows you to show your ads including text, image,
rich media, and video ads with search results on
the Google Search Network and relevant placements
within the Display Network. With this option, your
budget is shared across both networks.

Say you're a newer advertiser wanting to promote

your car repair service. You might create a Search
Network with Display Select campaign to reach
people in more places who are seeking your services,
whether they're looking on Google Search or
checking out a car service review site.

Here are some examples of why you might choose a specialized campaign
sub-type:

Remarketing: Show text, image, or video ads to people who already

visited your website when they browse other sites on the Display
Network.

Ads in mobile apps: Reach the growing audience of people using

mobile phones and tablets by showing your ads in apps. Your ads will
get matched to apps through the Display Network.
Targeting audience:

AdWords is organized into three layers: account, campaigns, ad groups.

Account: Your account is associated with a unique email address,

password, and billing information.

Campaigns: Each campaign in your account has its own budget and
settings that determine where your ads appear.

Ad groups: Each ad group within a campaign contains a set of similar

ads and keywords that you want to trigger your ads to show.

One effective approach is to organize your campaigns to reflect the structure

of your website. This allows you to create campaigns around specific themes
or products. For example, an electronics retailer might create campaigns for
specific product categories, such as televisions and cameras. Similar to your
campaign structure, you'll want to create separate ad groups for each theme
or product that you're advertising. Again, consider creating ad groups that
are based on the sections or categories that appear on your website. For
example, the same electronics retailer might create ad groups for sub-
categories, like compact cameras and SLR cameras.
Keyword Match Types:

Match Special Example Ads may show on searches Example

type symbol keyword that: searches
include misspellings, synonyms,
Broad women's buy ladies
none related searches, and other
match hats hats
relevant variations
Broad contain the modified term (or
+women's hats for
match +keyword close variation, but not
+hats women
modifier synonyms), in any order
buy
Phrase "women's
"keyword" are a phrase (or close variation) women's
match hats"
hats
Exact [women's are an exact term (or close women's
[keyword]
match hats] variation) hats
Negative baseball
-keyword -women are searches without the term
match hats

Negative keywords prevent your ads from showing to people searching for those
terms or visiting sites that contain those terms. When you choose negative
keywords, you'll want to choose terms that are similar to your keywords but signal
that people are looking for a different product or service.

Display network marketing :

Contextual targeting: Match relevant site content

Keywords: AdWords looks for sites with content related to your keywords
where it can show your ads.

Topics: Similar to keywords, this lets you place your ads on website pages
about the topics that you choose. Instead of developing a list of words or
phrases, you choose categories of information, such as Autos and Vehicles.
Audiences: Reach specific groups of people

You can target your ads based on audiences in these ways:

Audiences: Depending on your advertising goals, you can choose the

audience that best matches your prospective customers. To drive brand
awareness, use affinity audiences to reach TV-like audiences on a broad
scale. To reach as many potential customers as possible who have an affinity
for a specific product area, you might try adding custom affinity
audiences. To reach specific audiences actively shopping for a product or
service, use in-market audiences.

Interest categories: This allows you to reach people interested in products

and services similar to those your business offers. When you target interest
categories, you can show your ad to people who've demonstrated specific
interests, regardless of whether or not your ad correlates with the particular
topic of the page they're currently on or the app they're using. Youll find
interest category targeting alongside remarketing in your account.

Remarketing: This option can help you reach people who've previously
visited your website while they visit other sites on the Display Network.
Youll find remarketing alongside interest categories in your account.

Demographics: This option allows you to reach people who are likely to be
within the age, gender, and parental-status demographic groups that you
choose.

Managed placement targeting: Select specific websites and

apps
Managed placement targeting allows you to pick individual sites and
mobile apps where you want to show your ads

Targeting can also be language and location specific:

Keep in mind that your ads and keywords should be written in the language that
you target AdWords doesn't translate ads or keywords.
Device targeting for specific devices like mobile phones etc.

Adwords Budgeting:

You can calculate the average amount you might budget per day by
dividing your monthly budget by 30.4 (the average number of days per
month).
Here are a few things to keep in mind about your budget:

In general, the AdWords system will aim to show your ads as much as
possible until your daily budget is met. Because customer traffic
fluctuates from day to day, AdWords can allow up to 20% more clicks
in a day than your budget specifies. However, our system makes sure
that in a given billing period, you're never charged more than the
monthly charging limit 30.4 multiplied by your average daily
budget amount.

When your average daily budget is reached, your ads will typically
stop showing for that day. You'll want to consider your campaign's ad
delivery method, which determines how quickly your ads are shown
and how long your budget lasts during a given day, when setting your
daily budget. The "Standard" delivery method is like a slow-
burning candle it spreads your budget throughout the day. The
"Accelerated" delivery method is more like jet fuel it uses your
budget more quickly.

Keywords:
Researching new keywords

Use the Keyword Planner or Display Planner: For your Search

Network campaigns, you can use the Keyword Planner to get keyword
ideas and related data, like the average number of times people
searched for certain terms. For your Display Network campaigns, you
can use the Display Planner to get keyword ideas and related data,
like how many times ads could show for those ideas based on a week-
long or month-long period.

Review your Search terms report: You can use the Search terms
report to see what people were searching for when they saw your ad
and clicked it. This information can help you identify new keywords
and poorly performing ones that you'll want to remove from your
keyword list.

Optimizing your keywords

Use keyword match types: Keyword match types are settings for
each of your keywords that give you greater control over who sees
your ad. For example, you might use the phrase match type to show
your ad for searches that include the exact phrase with additional
 words before or after. Or, you might use the exact match type to show
your ad for searches that include the exact phrase without any
additional words.

Include negative keywords: You can also use negative keywords,

which prevent your ad from showing for terms that aren't relevant to
your product or service.

Types of ad Formats:

Format Description Main benefits

Words only. *

Maintain ads quickly and

easily. Reach customers
Boston's Best Bonsais - Spring Sale when they search on Google.
Going on Now Use Ad extensions to provide
Text
Ad www.example.com additional details and
Florist And Indoor Plant Nursery. contact information that can
Two Locations. Spruce Up Your Desk make your text ads more
Today! relevant to customers.

Responsive ads automatically
adjust their size, appearance, and
Responsi
format to fit available ad spaces.
ve
They can transform into text or
image ads.
Image Static or interactive graphics.
Animated ads in .gif and Flash
format can be used.
In a matter of minutes,
create ads that fit just about
any ad space available. Plus,
responsive ads can show as
native ads, which boost your
impact by blending into
publishers websites.
Showcase your product or
service in a visual way. Reach
customers on websites that
partner with Google.

App Drive app downloads and
promotio engagement with app promotion
n ads ads.
Video ads that show online. Run
standalone video ads or insert
them in streaming video content.
Video
Shopping ads show users a photo
Product
of your product, a title, price, store
Shoppin
name, and more details about your
g ads
product.
Showcas An image and description that
e expands when clicked to show
Send your customers to
download your app from an
app store, or include a deep
link directly into your app.
Note: Ads will appear only on
devices compatible with your
content.
Deliver a rich and engaging
experience to customers.
Reach customers on
websites that partner with
Google.
Show an ad featuring your
product to people shopping
online for that product or
related products.
Show a Shopping ad to
people who are researching
 where to buy rather than
looking to buy a specific
product. Showcase Shopping
ads are available only in the
Shoppin several related products and
new AdWords
g ads information about the store.
experience. Showcase
Shopping ads are also
available if you use the
AdWords API.
Drive phone calls to your
business with ads that
include your phone number.
People can click on these ads
Call:(555)555-555
and then call your business
Call-only Ad www.example.com
directly. These ads will only
ads Description Line 1
appear on devices that can
Description Line 2
make phone calls, and any
field in these ads can be
hidden to fit on smaller
screens.

Tools to plan a campaign:

You can use Keyword Planner to build your Search Network campaigns, getting
keyword and ad groups ideas along with search traffic estimates. Or, you can use
the Display Planner to plan your Display Network campaigns, getting targeting
ideas along with impression estimates.

Both of them use a PLANNNER AND A History based Traffic estimator to predict and
suggest.

Ad reports and statistics;

To know how your ads are performing? Campaign wise and ad group wise
Differnt types of reports to know what more can be done to increase campaign
efficiency
1) Search term reports which search term brought in most no. of clicks
2) Auction insights report how are u in avg postion wrt a particular keyword
with ur competitors
 3) Top movers report to see which ad grps or campaigns are in upward
movement and downward movement

Customizing date:

Segments allow you to split your data into rows based on the information
that matters to you most, such as periods of time, click type, or device.
There are multiple segments that you can use and your choices vary
depending on which tab of your AdWords account you're viewing.

Here are some insights you can gain about your data with segments:

Click type: See which clicks resulted in visits to your website, or clicks
on your phone number when your ad is shown on a mobile device (also
called click-to-call).

Device: Compare performance across devices: computers, mobile

devices with full browsers, and tablets with full browsers. This can help
you figure out whether you're getting a better return on investment
from ads showing on different types of devices.

Top vs. Other: Find out where your ad appeared on Google's search
results pages and search p artners' pages. Segmenting your data by
"Top vs. Other" can help you optimize your search campaigns to serve
your ads on the parts of the page that perform best for you.

Time: Isolate changes in your performance using the time segment

options (day, week, or day of week, month, quarter, or year). If you
segment your data by day, for example, you'll be able to identify
differences in ad performance on different days of the week and make
changes to your campaign accordingly.

Dimensions tab
You can use the Dimensions tab to look at data across your entire account, an
individual campaign or an ad group.
Time
Geography and
Landing page: The Destination URL view lets you see what page your customers are
going to on your website when they click your ads.

Search terms report

New keywords:
Negative keywords:
Match types: The "Match type" column shows how closely the search terms that
triggered your ads are related to the actual keywords in your account.
Ad text: Get a better understanding of what potential customers were looking for,
or were interested in, when they searched for terms that include your keywords.

Top movers report:

Here are a few things to keep in mind about the data:

Top movers are the campaigns and ad groups (up to 10) that saw the
largest change up or down as measured by the size of the change
not the percentage change.

Changes will only be attributed once. For example, if a campaign has

only one ad group, and that ad group sees a huge increase in clicks,
the campaign will, too. However, only the ad group will show in the
report as a top mover.

Paid & organic report.

Discover additional keywords

Use the report to look for queries where you only appear in organic search
with no associated ads.

Identify queries with a low number of paid impressions by adding a filter for
"ad impressions = 0" or "ad impressions < X" (if you have multiple accounts,
all organic search data will be imported in each account).

Downloading a paid & organic report in a My Client Center (MCC) manager

account will allow you to find duplicate organic queries and identify queries
that have no paid impressions across any accounts.

Add an additional filter to identify queries containing specific text, like your
brand name or your most important products and services.

Optimize your presence on high-value queries

Improve your presence in paid results and monitor your high value queries
for organic results.

Identify relevant queries for your business that have low organic traffic
volume and target these queries to strengthen your paid search presence.

Tailor your ad text and use ad extensions to show a more useful, prominent,
and differentiated message from your organic listings.
Measure changes holistically
Monitor the impact of changes to your website, bids, budgets, or keywords
across paid, organic, and combined traffic.

See how changing your keyword bids increases or decreases overall

combined clicks for related queries, and work to cost-effectively increase your
overall traffic for your most important queries.

Understand how ads may impact your combined performance for certain
queries by comparing the "organic only" and "both shown" segments for the
same query. See how your clicks/query differ when you have both types of
listings on the page, compared to when you just have one or the other.

Auction insights report

to compare your performance with other advertisers who are participating in the
same auctions that you are. With the Auction insights report, you can see how often
your ads rank higher in search results than those of other advertisers, and how your
share of total possible impressions compares with theirs.

CAMPAIGN EXPERIMENT:
When you create an experiment, you decide what sort of change you want to test.
For example, you could test adding new keywords, raising a bid, trying new ads, or
using different placements. TKeep in mind that AdWords Campaign Experiments are
random-auction, meaning that every time a user conducts a search on Google.com
or on a search partner website, or a new user loads a webpage on our Content
partners, we'll randomly decide to make either your control or experimental split
active for the auction (based on the percentage you set within experiment settings).
Conversion tracking:
To know what happens after custmr clicks on ur ad.
Tracking calls from website visits or search ads using google forwarding phone nos.
Or tracking placing items in cart by adding java code snippet in your website
checkout page

Definition Why it's useful

The total number of all conversions See if your campaign is
Conversion
made within your chosen conversion generating results for
s
window after an AdWords click. you.
The tally of every AdWords click that Gauge how many clicks
Converted
resulted in one or more conversions are leading to valuable
clicks
within your chosen conversion window. actions for you.
Measure how often a
Conversion The percentage of clicks that have led
click leads to a
rate to conversions.
conversion, on average.
Cost-per- Your total cost divided by your total See how much, on
conversion conversions. average, each of your
 conversions cost.

ROI ON CAMPAIGN:
Measurement parameters:
Advertising ROI % = (Total revenue - Total cost)/Advertising costs x 100

CPA = (Costs/Sales)= cost per acquisition

return on ad spend (ROAS) ROAS % = Revenue from campaigns /

advertising costs x 100

Note that your CPA shouldn't exceed the profit you made from each
acquisition.

Clicks and clickthrough rate (CTR): These two metrics help you
understand how many people found your ad appealing enough to actually
click on it and visit your website.
You can use clickthrough rate (CTR) to measure customer engagement for Search
Network ads.
Keywords: You'll want to monitor your keyword performance with the
following strategies:

Pause or remove words or phrases that aren't working well for you and
add new ones. You can use columns and segments to review your
keywords' clicks, CTR, Quality Score, and more.

Use keyword match types to control who sees your ads. With some
match types, you'll get more ad impressions, clicks, and conversions
and with others you'll get fewer impressions and more narrow
targeting.

Run a keyword diagnosis to get more information about your keywords'

Quality Scores and whether they're triggering your ads.

Search terms: Use the Search terms report to review the list of searches
that have triggered your ad, and identify the relevant terms that are driving
traffic to your website and add them as new keywords.

Optimizing The campaign:

Optimize low-performing keywords: First page bids: Check your keywords'
estimated first page bids, which is the approximate cost-per-click (CPC) bid needed
for your ad to reach the first page of Google search results when a search query
exactly matches your keyword. You can use this estimate, which is based on the
Quality Score and current advertiser competition for that keyword, to get greater
insight when planning your bidding strategy.

Understand the buying cycle: To maximize your ROI, try to understand what stage within
the buying cycle a customer might be in: the awareness stage, the research and comparison stage,
or the buying stage.

Use keywords to separate the serious buyers from the online equivalent of window
shoppers. For example, customers searching with terms like "reviews" or "ratings" are
probably still researching the product and might be less likely to make a purchase at that
stage. By understanding the buying cycle for your specific product or service, you can
filter out such customers with negative keywords or direct these customers to more
research-friendly parts of your site.

Ad text can also help you reach customers in the right stage. The call-to-action should
reflect the action that you consider a conversion, whether that's a sign-up, a request for
more information, or an actual sale. Conversion-related calls to action will set the right
expectation for customers in various stages of the buying cycle.

Adwords ad extensions:
Side link extensions:Max of 6 can be used where the website main menu options
appear in form of a hyper link in the ad.
Location extensions: include the get directions links etc
Call extensions: include remainders and call buttons in ads
There are no fee for call extensions and any number of extensions can be used in a
single ad.You can pay only when someone uses ur ad extension.
Automatic bidding feature for ads/keywords is also available for adwords settings
sections

Some ad extensions can be added manually and others are automated.

Here's an overview of the different types of ad extensions that you can use:

Manual extensions
App extensions

Show a link below your text ad that sends people to the app store or begins
downloading your app. Get started here.
Call extensions

Let people click a button to give you a phone call. Give your ad a call button.

Location extensions

Help people nearby find your nearest storefront or give you a call. Add a map
pin, navigation assistance and a call option to your ad.

Amherst Ice Cream Parlour

Ad www.example.com
(413) 123-4567
Our specialty is pistachio.
English majors, buy 1 get 1 free.

100 Dardanelles Rd, Amherst MA

Review extensions

Showcase positive, third-party reviews from reputable sources. Start adding

reviews.

Mushroom Foraging Tours

Ad www.example.com
Find chanterelle, porcini, oyster mushrooms with a fungi guide!
"So impressed. Brought home a pound of ceps." - exampleblog.com
Sitelink extensions

Add links to help people find what theyre looking for. Choose your sitelinks.

Walter's Bakery for Dogs

Ad www.example.com
Artisanal Biscuits and Cakes. Doesn't your dog deserve it?

Hours

Specials

Biscuits

Special diets

Callout extensions

Add descriptive text to your ad to help people learn more about what you
have to offer. See how callout extensions work.

Acme Electronics
Ad www.example.com
Shop ACME Electronics for laptops, smartphones, video games and more!
Free shipping 24-7 customer service Price matching

Automated extensions
Consumer ratings

Show off what customers appreciate with high-quality survey data. Learn
more about consumer ratings.

Example Brokerage
Ad www.example.com
Explore The Advantages of Our Brokerage Account
Ratings: Selection 9.5/10 - Sign Up 10/10 - Fees 9/10
Previous visits

Show people if they've clicked through to your website from Google Search
results before. See how previous visits work.

Aunt Lynne's Jewelry

Ad www.example.com
Dangly earrings, bangles, and rings. All handmade!
You've visited example.com 7 times. Last visit: today
Seller ratings
Show your online business ratings with your ad. Learn more about seller
ratings.

Sarah's Designer Shoe Store

Ad www.sarah-shoes.com
4.0 rating for sarah-shoes.com
Free Shipping, Free Returns on Large Selection of Discount Shoes

Google webmaster tools:

Remarketing:
Organic search results: