An Introduction

•The biggest and most widely used Search Engine in the World Wide Web.

•User-Friendly.

•Has the largest market share among search engines (approximately 75% )

•Comprehensible to advertisers.

a few facts

What is Google AdwordsAdWords is a Pay Per Click (PPC) advertising platform which enables advertisers to display ads on Google search pages and other Google properties on the Internet.

The ads generally appear on top and the right hand side of the Google Search results page depending on keywords that you choose to search.

The Search engine Results page (SERP)Paid Listings

Organic Listings

Search Network and Content network

Search Network: Includes those search engines that display the sponsored links in their search results from the search partner.

Content Partners: Are those sites which display the sponsored links that are relevant to the content that is there in the web page.

Google Search Partners

Google Content Partners

Account Details

Account Opening Free

Account Activation $5.00(refundable)

Minimum CPC $0.01

Maximum CPC $1,000

Adwords Account Structure

Adwords Account

Campaigns

•500 campaigns but can be extended

Adgroups

•No limit for negative keywords,

AdsKeywords

Negative Keywords

Exact: Should be enclosed in [ ]. ex: Keyword = [formal shirt]

Phrase: Should be enclosed in “ ”. ex: Keyword = “formal shirt”

Broad: No enclosing symbols required. ex: Keyword = formal shirt

Broad Match Modifier: Broad Match keywords with a Plus Sign ex: Keyword = +formal +shirt

Adwords Keyword Match Types

Google Adwords Text AdsTitle – 25 Characters.Description Line 1 – 35 Characters.Description Line 2 – 35 Characters.Display URL – 35 Characters.Destination URL – 1024 Characters.

E.g. Text Ad.

Types of CampaignsKeyword-Targeted Campaigns: We can advertise on Search network of Google by default and also on content network. Content is optional. If we like to advertise on content network we can enable that option else we can disable it.CPC Advertising.

Site-Targeted Campaigns:We can advertise on specific sites which are Content Partners of Google unlike content targeting, which lets us advertise on all content partners.

Some General TerminologiesImpression = Number of times the ad was displayed

Clicks = Number of times when someone clicks on the Ad-copy.

CTR (Click Through Rate) = (Clicks/Impressions) * 100

ROI(%) = ((Sales Revenue -Cost) / Cost) * 100

CPA = Total Cost / Total Units of Sales

CPM = Cost per 1000 Impressions

Live DemoAccount CreationCampaign CreationAccount SnapshotOverview Screens

End of Module 1

Questions??...