Google adwords is one of the most popular internet marketing platforms in the world. Unfortunately, many people are missing out on potential ROI because there campaigns and ads aren't set up properly. This slideshare is a beginners guide to setting up adwords campaigns. There is some adwords keyword strategy discussed and some helpful tips on landing page optimization.

1. BUILDING
ADWORDS
CAMPAIGNS
TONY PASSEY

2. WHAT IS GOOGLE
ADWORDS
An automated auction
Paid search, not organic
You choose relevant key words
• Search term: word or phrase
When a prospective customer searches using these
keywords, or something related to them, your keywords are
put into auction along with those of others
• Person with the highest quality score and the highest max bid
is listed first.
Ads appear as ―paid‖ search results or as ―sponsored links‖

3. HISTORY OF PAY PER
CLICK
February 1998 – PPC model presented at TED Conference in
California.
December 1999 - Google implemented search engine
advertising.
October 2000 - The Google AdWords system was introduced.
Early 2002 - PPC was introduced; until then, advertisements
were charged at cost-per-thousand impressions (CPM)

4. HOW GOOGLE
MATCHES ADS
Google scans millions of web pages using contextual
targeting technology to analyze content of various web pages
By looking at keywords and ad text in campaign, Google
identifies the main concept behind the advertising message
System automatically places the most relevant ads with the
most relevant pages
Remember: Google’s goal is to quickly and
correctly match the search with relevant results.
The better you are at helping Google with quality ads,
The higher your site will rank and the lower your
costs will be.

5. WHAT IMPACTS THE
QUALITY SCORE?
Historical Performance/Click Through Rate (CTR)
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Account
Campaign
Ad Group
Keyword
Display URL
Relevance
•Landing Page (More on this later)
•Keyword to Ad / Ad Group
•Ad Group to Landing page

6. CPC
Just because you bid $1, you may not actually pay that much
Google discounts your price so you pay only $0.01 more than
is required for your add to appear before your closest
competitor
• Actual CPC =(Bid price of ad rank to beat)
(Your quality score)
+ $0.01

7. GOOGLE AND DISPLAY
The Google Display Network is a large group of
websites and other products, such as email
programs and blogs, who have partnered with
Google to display AdWords ads on their sites.
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Related Sites
Unrelated Sites
Youtube
Apps
Many more.
REMEMBER – Google just wants to sell ads

8. GOOGLE AND DISPLAY
Display networks differ from Google search
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Users do not type in a query
Encounter ads while doing something else
Form of passive search
Ads are placed based on context (the content on the page),
not on exact targeted keywords
• Search and display should be managed separately - Why?
• Be sure to turn off Google Content and Display Networks
• Used budget quickly
• Not targeted search

9. GOOGLE ADWORDS
HIERARCHY
Campaign name
• AdGroups
• Ads
• Keywords
Tulie Bakery
• Cakes
• Cakes in Salt Lake City (Headline)
Best cake in Salt Lake City (Description)
Winner of SLC dining awards (Description)
www.tuliebakery.com/cake (Display URL)
• Cake, birthday cake, wedding cake, chocolate cake, etc.

10. TEXT ADS
Headline no longer than 25 characters including spaces
2 Description lines—no longer than 35 characters each
including spaces
• Try putting a benefit on the 2nd line and a feature or offer on
the 3rd line, then switch to see if improvements are made
URL: Where do you want the person who clicks to go. (No
longer than 1,024 characters)
• Should be a landing page which is relevant to your text ad
• Don’t use the home page unless it provides details similar to
what you are advertising

11. WHO IS YOUR
CUSTOMER?
Derive from marketing plan
• Age
• Gender
• Income
• Geography
• Education
• Employment
Who will purchase product vs. who will ultimately use it?
Use research to back decisions

12. TIPS FOR CREATING
SUCCESSFUL TEXT ADS
Highlight your unique strengths
• Offer, product, etc.
• Free shipping, large selection, etc.
Include prices, promotions, exclusives if applicable
Tell customers what they can do using strong verbs
• Purchase, call today, Order, Sign up, Get a quote, etc.
Include at least one of your keywords in text ad
Match ad to the landing page
Experiment
• Create 3-4 ads per ad group and measure performance using
analytics

13. TIPS FOR CREATING
SUCCESSFUL TEXT ADS
Touch the emotional core of your audience
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More control
Independence
Freedom
More time
More money
Better health
Better appearance
Promotions
To feel included
Social advancement
To be appreciated
Security
Confidence
Enjoyment
Source: Geddes, Advanced Google Adwords

14. CONSIDER WHAT PEOPLE
WANT TO AVOID
More work
Unacceptable risk
Doubt
Criticism
Guilt
Embarrassment
Pain
Feeling stupid
Being ignored
How can your ad copy touch on these things?
Source: Geddes, Advanced Google AdWords

15. SAMPLE ADS THAT TOUCH
ON THESE POINTS
Buy a Dell Computer
Be productive on European flights
with our 8 hour extended battery
example.com
Be the Hero – MS Exchange
Save your company Thousands
Download hosted exchange whitepaper
www.example.com
Source: Geddes, Advanced Google AdWords

16. ADDITIONAL THOUGHTS FOR
DEVELOPING ADWORDS
Step 1:
• Consider what are you trying to accomplish in marketing plan
• Awareness?
• Education?
• Revenue?
Step 2:
• Consider what type of searches you are trying to capture
• Transactional
• Informational

17. ORGANIZING AN
ADWORDS CAMPAIGN
Define your campaign
• You can have several
• Then expand into AdGroups and Keywords
• The campaign name is Susan’s Bakery
AdGroup
Cake -Based
Lunch-Based
Keywords
Wedding cakes
Sandwiches
Birthday cakes
Soups
Custom cake designs Homemade lunch
Build your own salad

18. ANOTHER EXAMPLE OF
CONTENT STRUCTURING
Bicycle shop example
• Bicycles (Campaign)
• Road (AdGroup)
• Cursers (Keywords)
• Racers
• Hybrids
• Mountain (AdGroup)
• Full Suspension (Keywords)
• Hard Tail
• Ultra light
• Clothing (Campaign)
• Men’s (AdGroup)
• Women’s
• Children’s
• Parts (Campaign)
• Accessories (Campaign)
• Repair Service (Campaign)

19. KEYWORD STRUCTURE IN GOOGLE
BEFORE INPUTTING YOUR
CAMPAIGN INFO
Keywords vs. search queries
• Keywords (also known as adwords), are bid on
• Queries: What users type in the search box
Match Types for Google and Bing
• Broad: Loose matches, much traffic.
• Not recommended
• Cheapest, but not targeted
• Broad match: Broader results, but you can specify that
certain words must by in the search term
• Phrase: Tighter match, less traffic, more targeted, expensive
• Exact: Tightest match, least traffic, also most targeted, most
expensive
• Negative: Eliminates words and controls traffic

20. EXAMPLES OF KEYWORD
TYPES
Broad match: Used by default
• Keyword: Men’s shoes
• Match: Women’s shoes, formal dresses, man’s flip flops,
horse shoes
• If you want to use broad match, start with 1-2 word phrases
Modified Broad Match—Allows you to specify that certain
words must be in someone‘s search term in order for your ad
to be shown
• +buy +wedding +cakes
• Only works with broader terms
• Note the + sign in front of the word, but the space after the
word

21. EXAMPLES OF
KEYWORD TYPES
Phrase match: Your keyword phrase must be present
somewhere in the search results
• Keyword: “Men’s formal shoes”
• Match: Cheap men’s formal shoes in Miami
• Start with 2-4 word phrases
Exact match
• Keyword [Men’s formal shoes]
• Note brackets
• Match: Men’s formal shoes
Negative
• Keywords you do not want included: Golf shoes

22. GOOGLE ADWORDS
KEYWORD TOOL
Keyword
• Type
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Example = Broad Match
+Example= Modified Broad Match
“Example” = Phrase Match
[Example] = exact match
Competition
Search Volume
• Global vs. Local
Local Search Trends
Estimated Avg. CPC

23. GOOGLE ADWORDS
KEYWORD PLANNER
A good place to start is with the keyword search. You can input a few
keywords and the tool will help you discover additional keyword ideas.

24. GOOGLE KEYWORD
PLANNER – BID
ESTIMATES
Set an estimated bid price and a daily budget and the tool will give you
estimated clicks, impressions, cost, click through rate, ave CPC, and
average position.

25. KEYWORD PLANNER –
DETAILED KEYWORD
ESTIMATES
The tool offers a drill down by keyword so you can estimate top
performers and higher search volume. It is important to have a broad
keyword list for testing but a refined list for ROI.

26. OTHER KEYWORD
TOOLS
•Google Search Based Keyword Tool
•Microsoft Advertising Intelligence
•Thesaurus.com
•Wordtracker
•Keyword Discovery
•SpyFu
•Google Suggest
•Google Trends
•Miva
•NicheWatch
•WordZ

27. CONSIDER COMPETITIVE
ANALYSIS
Who are your competitors?
What keywords are they bidding on and not bidding on?
What are they highlighting in their ad copy?
Are they successful?
*Typically if someone is in the #1 ad position they have been
spending on adwords for a long time. It is good to see what
they are spending on.

28. THINGS TO AVOID
The word FREE
Words in all caps
Competitive claims not supported on the landing page
Ads using improper grammar or spelling
Ads which use offensive or inappropriate language
Claims of price, discounts, etc. that are not shown to the
consumer within 1-2 clicks from the landing page
Improper punctuation including bulleting each line of ad copy
Repeating the same word multiple times
Words like ‗best‘ unless your landing page supports it.
Lack of a privacy policy—especially if taking payments on-line

29. CONSIDER YOUR
BUDGET AND HOW MUCH
ARE WILLING TO SPEND
What is a acquisition worth to your business?
What is the average website response rate?
What is the average conversion rate in person, over the
phone or online.
What are you willing to pay per click based on conversion
rate and acquisition value?

30. DETERMINE
GEOGRAPHIC AREA
You can limit the customers who see your ad by geography
• City
• Metro
• Zip Code
• Three or 5 mile radius of business
Set an appropriate geographic boundary based on your
business needs
• Most likely metro

31. MEASURING SUCCESS
Clickthrough Rate: People who click on your ad
Average Position: Avg. Pos column on campaigns tab. Tells where ad
is in search results
• 11 ads on search pages
• If position higher than 11, ad not showing on first page
First Page Bids: Understand going rate for being on the first page
• Keyword tab under status column
• High first page bid may mean ad not relevant
Quality Score: Click on icon in status column under keywords tab
Sales
Awareness
Google Analytics with conversion tracking should be installed on the
site

32. LANDING PAGE
DESIGN
The first page of your site shown after someone clicks on your
ad
The landing page has significant impact on your quality score.
Questions your customer is seeking answers to
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Am I at the right place?
Is this what I expected?
Can I find what I need easily
Does this site really have what I’m looking for?
Do I trust this site?
How long will this take?
Where should I go next?
Should I press the back button?

33. PER SITE TUNERS, THERE ARE 7
DEADLY SINS OF LANDING PAGE
DESIGN
Unclear call to action
Too many choices
Asking for too much information
Too much text
Not keeping promises
Visual distractions
Lack of trust