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Knowledge Series - 2
Workshop on Google AdWords
Jan 11th 2014
What’s GBG?

Visit gbgmumbai.org to know more
SEO VS SEM

SEO
•  Organic
•  Long overhaul
•  Content is a key driver
•  Limited optimisation for
competition and category
search
•  Have limited control over what
can be optimised

SEM
•  Paid
•  Instant Results
•  Content independent
•  Bid for brand, category,
context, misspellings
competition and industry, etc.,
•  Complete control over
budgets, LP, goals. etc

But What’s common?
Both are triggered by a Search Query
Why AdWords Workshop?

We want you to know how to make most out of AdWords and less of a bad experiments
Why AdWords Workshop?

With AdWords, you target brand, category, industry and competitive keywords
Why Google AdWords?

•  Reach people at the precise moment they’re searching for what you
offer
•  You can choose where your ad appears
•  Control your budget
•  See exactly what's working in your ad, and build on it
•  Measure Value
Why Google AdWords?
Whatever is your Business Goal, AdWords will help you achieve it
and, Measure it!

•  Online sales
•  Phone calls
•  Website visits
•  In-store visits
•  Online leads
Knowledge Series

Google AdWords
Presented by :
Sandiip Porwal
Vibhas Sen
Agenda - Morning
• Introduction
• Intro to PPC – AdWords

• Beginning Optimization
• Optimizing to:

• Creating Your AdWords Account

• Increase conversions

• Adwords Account structure

• Increase traffic

• Managing Your Account
• Developing Quality Keyword Lists

• Improving Quality Score

• Tracking ad performance

• Using the Keyword Tool

• Quality Score

• Creating Compelling Ad Text

• Google Display Network

• Using the Google Network

• Remarketing

• Ad types (Image Ads, Local

• Billing & Reports

Business Ads, Mobile Ad, Click-

• Best Practices

to-Play Video Ads

• Open Q&A
Adwords
aka PPC
aka SEM
What is PPC?

Pay per click (PPC) is an Internet advertising model
in which advertisers pay / get charged only when
their advert is clicked.
PPC History
• October 2000 – Google introduces Adwords to the WORLD ! – Cost Per
Impression Model
• February 2002 – Google introduces Pay Per Click Model
• January 2005 - Google Advertising Professional (GAP) launched to
certify individuals & companies
• August 2005 – Quality score is introduced
• November 2005 – Content Network bidding launched
• March 2006 – Local Business Ads introduced
• June 2006 – Ad Scheduling introduced
• November 2009 - Google acquires Admob ( market leader in mobile
display & advertising )
• October 2011 – Google+ launched with Adwords integration
• 2013 – Enhanced campaign migration
Xcited!!!
Lets Begin
Where does it all begin?

The consumer
A product / service need

A product / service need
Options calling for research
And a search engine called…..
Google Search Results
Search Query: ‘buy
flowers online’

THIS IS WHY WE ARE HERE
Google Adwords
*	
  

Google
Search Results
Be found on Google search

Control and convey your brand message
the instant users are looking for you on
Google or our search partners.

benefits
• control your budget
• innovative ad units
• time & place targeting
• pay for performance
• adjust on the fly

pricing
• pay per click (cpc)
• smart pricing

format
customizable
• ad title, text and url
• coupon ads
• product extensions
• local extensions

placement
• Google search result pages
• millions of partner sites
Setting PPC Objectives
•  Critical to decide clear cut-off points before starting
•  Objective
•  Min / max conversion afordability
•  Geo-targeting
• 

Language targeting
PPC Overview

•  Unique Bid Platform
•  Greater competition = greater cost
•  No charge if user sees your ad
•  Only pay if user clicks on your ad
•  Simple way to test if your website can work for you
•  Requires lots of OPTIMISATION to maximise ROI
Opening an Adwords Account
Creating Your AdWords Account
Creating Your Campaign

• Complete Keyword Research
• Decide on your campaign structure
• Does your campaign reflect your business/website?
• Develop your campaign BEFORE going to AdWords
Keyword Research

• Foundation of your online marketing campaign (for both SEO and
PPC)
• Example “buy digital camera” vs “digital camera review”
• Draw up your Keyword List
• Study your web stats program
• Brainstorm
• Competitors web sites
• Use Online Tools to check frequency of use
• www.wordtracker.com
• Google Keyword Tool
Google Keyword Tool
Choosing the Right Keywords
Selling Dogfood

buy	
  cheap	
  dog	
  food	
  online	
  now	
  
pets	
  

pedigree	
  dog	
  
food	
  

buy	
  dog	
  food	
  
dog	
  food	
  recipes	
  

dogs	
  

vet	
  
*	
  

canned	
  dog	
  meals	
  
Keyword Types
Structuring
Google AdWords Account Structure

• Account Level
• Campaign Level
• Adgroup Level
• Keywords
• Adverts
• Structure your campaign to mirror your website
• Create separate campaigns for multi-region advertising
• Use AdWords Editor to manage your campaign
Google AdWords Account Structure (Example)

• Account Level
• Travel Company ( India )
• Campaign Level
• Flight
• Train
• Bus
• Adgroup Level (North India)
• J & K
• Keywords
• Adverts
Create Compelling Ad Text

• Be Concise, To the Point

• Support claims on landing page

• Relevant, accurate text

• No superlatives/hyperbole allowed

• Targets specific keywords

• No inappropriate language

• Clear & Accurate display URL

• Use direct calls to action

• Working destination URL

• No pop-ups on landing page

• Use Proper Grammar
• Capitalise First letter of words

Follow	
  the	
  Search	
  User’s	
  Thought	
  Process!	
  
Include Multiple Ads

Titl
e
Benefi
t
Featur
e

*	
  
Include a Call to Action

Examples: get info, research here, download free white paper, order
	
  
our catalog, buy now, save money
	
  

	
  	
  
Avoid meaningless slogans and gimmicky language

Click	
  Here	
  
*	
  

Visit	
  Us	
  
Differentiate Products or Services

Send	
  Chocolate	
  Gi:s	
  
Save	
  10%	
  on	
  all	
  chocolate	
  orders.	
  
Free	
  shipping	
  over	
  $50.	
  

• Save 50%
• $10 Off
• Seasonal Sales

*	
  

• Free Shipping
• Free White Paper
Keywords in Ad Text
Catch	
  your	
  customer’s	
  eye	
  by	
  making	
  sure	
  your	
  headlines	
  
match	
  the	
  keywords.	
  
figurines	
  

Collector	
  Dolls	
  40%	
  Off	
  

The	
  Anastasia	
  CollecIon	
  -­‐	
  
Porcelain	
  Dolls,	
  Doll	
  Stands,	
  &	
  More	
  
www.AdWordsExample.com	
  

Discount	
  Figurines	
  

Unique	
  CollecIbles,	
  Gi:	
  Ideas,	
  
Figurines	
  &	
  Miniatures.	
  Buy	
  Online!	
  
www.AdWordsExample.com	
  

Matching	
  terms	
  show	
  up	
  in	
  bold	
  
text	
  on	
  the	
  Google	
  results	
  page.	
  
*	
  
That’s it! You are almost there
Lets go live with your campaign.
Regional and Local Targeting

• You	
  can	
  target	
  ads	
  so	
  they	
  appear	
  only	
  in	
  locaIons	
  of	
  
interest	
  to	
  you	
  –	
  your	
  neighborhood,	
  your	
  service	
  areas,	
  
your	
  city	
  or	
  your	
  state.	
  

Select	
  from	
  pre-­‐defined	
  
geographies	
  
OR	
  
Countries	
  	
  	
  	
  

Within	
  a	
  defined	
  radius	
  

Regions	
  
CiIes	
  

*	
  

Define	
  the	
  area,	
  customize	
  
the	
  targeIng	
  
Within	
  defined	
  borders	
  
Ad Scheduling

• Campaign/Se_ngs/Advanced	
  

Slide	
  ▪	
  *	
  

Slide	
  !	
  *	
  
AdWords is Accountable
Monitor Your AdWords Performance
The AdWords interface lets you monitor the performance of each ad that you are
running, as well as your overall performance
With AdWords, you always know how your ads—and marketing budget—are performing

*	
  
Conversion Tracking
Quality Score
Why Quality Score
• Advertisers want to show relevant
ads so that users will click on their

USER

ads and land on their site

• Users want to see relevant ads so
they can easily find what they're
looking for in the shortest amount of
time.
ADVERTISER

GOOGL
E

• Google wants the best experience
for both advertisers and users so that
advertisers continue to use the
AdWords program and so users
continue to use Google
Quality Score
Google WANT you to have high QS and will tell you when you do not
have this
Google Network

• Text Ads
• Images Ads
• Mobile Ads
• Video Ads
Reports
Billing & Invoicing

Options
Post Pay (CC or Invoicing)
Pre Pay (Top up option)
Google Display Network
Google Worldwide
• #1 global Internet property with 1 billion
searches every day
• 1B unique visitors globally per month to Google
Sites
• #1 in search globally
•  955M unique visitors a month on the Google
Ad Network and 76.8% reach worldwide
• #1 video site YouTube with 2 billion views a
day
• The largest global ad network, thousands of
sites across a diverse set of inventory
Google Display Ads

Engage with Internet users through millions of
sites using text, rich media, image and video
advertising.

benefits

pricing

format

placement

• millions of sites

• pay per click (cpc)

• text

• you choose sites

• placement targeting

• pay per impressions
(cpm)

•  image

• google chooses sites:

• flash

(contextual targeting)

• contextual targeting
• remarketing
• multiplier effect on search

• video
Best in Class Targeting
where they are

who they are

contextual targeting
by keywords | by categories
by keywords on YouTube

interest and
demographiccategory
marketing

placement targeting

remarketing

filters to focus your brand presence
above the fold targeting, AdPlanner 1000
add: demographic bids, geographic and time filtering
exclude: undesired sites, keywords, categories
Remarketing
WHY REMARKETING
Re-engage with visitors after they’ve left your
website
Bring back unconverted visitors and improve ROI
More about Remarketing…
Google AdWords Workshop by GBG Mumbai
Ads Preview Tool
AdWords Editor

http://www.google.com/intl/en/adwordseditor/
Google AdWords Workshop by GBG Mumbai
Good Landing Pages
Google AdWords Workshop by GBG Mumbai
Google AdWords Workshop by GBG Mumbai
Best Practices

• Organise by Theme/Product/Service
• Keywords Research
• Include Keywords in Advert
• Use Correct Landing Pages
• Enable Tracking/Conversion
Best AdWords Help Page!

https://support.google.com/adwords/?hl=en#topic=3119071
Google Certification

https://www.google.com/partners/#h_p
Join Us

Join GBG Mumbai (Free)

Connect with us
GBG Mumbai | Twitter | Facebook | Google+

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Google AdWords Workshop by GBG Mumbai

  • 1. Knowledge Series - 2 Workshop on Google AdWords Jan 11th 2014
  • 3. SEO VS SEM SEO •  Organic •  Long overhaul •  Content is a key driver •  Limited optimisation for competition and category search •  Have limited control over what can be optimised SEM •  Paid •  Instant Results •  Content independent •  Bid for brand, category, context, misspellings competition and industry, etc., •  Complete control over budgets, LP, goals. etc But What’s common? Both are triggered by a Search Query
  • 4. Why AdWords Workshop? We want you to know how to make most out of AdWords and less of a bad experiments
  • 5. Why AdWords Workshop? With AdWords, you target brand, category, industry and competitive keywords
  • 6. Why Google AdWords? •  Reach people at the precise moment they’re searching for what you offer •  You can choose where your ad appears •  Control your budget •  See exactly what's working in your ad, and build on it •  Measure Value
  • 7. Why Google AdWords? Whatever is your Business Goal, AdWords will help you achieve it and, Measure it! •  Online sales •  Phone calls •  Website visits •  In-store visits •  Online leads
  • 8. Knowledge Series Google AdWords Presented by : Sandiip Porwal Vibhas Sen
  • 9. Agenda - Morning • Introduction • Intro to PPC – AdWords • Beginning Optimization • Optimizing to: • Creating Your AdWords Account • Increase conversions • Adwords Account structure • Increase traffic • Managing Your Account • Developing Quality Keyword Lists • Improving Quality Score • Tracking ad performance • Using the Keyword Tool • Quality Score • Creating Compelling Ad Text • Google Display Network • Using the Google Network • Remarketing • Ad types (Image Ads, Local • Billing & Reports Business Ads, Mobile Ad, Click- • Best Practices to-Play Video Ads • Open Q&A
  • 11. What is PPC? Pay per click (PPC) is an Internet advertising model in which advertisers pay / get charged only when their advert is clicked.
  • 12. PPC History • October 2000 – Google introduces Adwords to the WORLD ! – Cost Per Impression Model • February 2002 – Google introduces Pay Per Click Model • January 2005 - Google Advertising Professional (GAP) launched to certify individuals & companies • August 2005 – Quality score is introduced • November 2005 – Content Network bidding launched • March 2006 – Local Business Ads introduced • June 2006 – Ad Scheduling introduced • November 2009 - Google acquires Admob ( market leader in mobile display & advertising ) • October 2011 – Google+ launched with Adwords integration • 2013 – Enhanced campaign migration
  • 14. Where does it all begin? The consumer A product / service need A product / service need Options calling for research And a search engine called…..
  • 15. Google Search Results Search Query: ‘buy flowers online’ THIS IS WHY WE ARE HERE Google Adwords *   Google Search Results
  • 16. Be found on Google search Control and convey your brand message the instant users are looking for you on Google or our search partners. benefits • control your budget • innovative ad units • time & place targeting • pay for performance • adjust on the fly pricing • pay per click (cpc) • smart pricing format customizable • ad title, text and url • coupon ads • product extensions • local extensions placement • Google search result pages • millions of partner sites
  • 17. Setting PPC Objectives •  Critical to decide clear cut-off points before starting •  Objective •  Min / max conversion afordability •  Geo-targeting •  Language targeting
  • 18. PPC Overview •  Unique Bid Platform •  Greater competition = greater cost •  No charge if user sees your ad •  Only pay if user clicks on your ad •  Simple way to test if your website can work for you •  Requires lots of OPTIMISATION to maximise ROI
  • 21. Creating Your Campaign • Complete Keyword Research • Decide on your campaign structure • Does your campaign reflect your business/website? • Develop your campaign BEFORE going to AdWords
  • 22. Keyword Research • Foundation of your online marketing campaign (for both SEO and PPC) • Example “buy digital camera” vs “digital camera review” • Draw up your Keyword List • Study your web stats program • Brainstorm • Competitors web sites • Use Online Tools to check frequency of use • www.wordtracker.com • Google Keyword Tool
  • 24. Choosing the Right Keywords Selling Dogfood buy  cheap  dog  food  online  now   pets   pedigree  dog   food   buy  dog  food   dog  food  recipes   dogs   vet   *   canned  dog  meals  
  • 27. Google AdWords Account Structure • Account Level • Campaign Level • Adgroup Level • Keywords • Adverts • Structure your campaign to mirror your website • Create separate campaigns for multi-region advertising • Use AdWords Editor to manage your campaign
  • 28. Google AdWords Account Structure (Example) • Account Level • Travel Company ( India ) • Campaign Level • Flight • Train • Bus • Adgroup Level (North India) • J & K • Keywords • Adverts
  • 29. Create Compelling Ad Text • Be Concise, To the Point • Support claims on landing page • Relevant, accurate text • No superlatives/hyperbole allowed • Targets specific keywords • No inappropriate language • Clear & Accurate display URL • Use direct calls to action • Working destination URL • No pop-ups on landing page • Use Proper Grammar • Capitalise First letter of words Follow  the  Search  User’s  Thought  Process!  
  • 31. Include a Call to Action Examples: get info, research here, download free white paper, order   our catalog, buy now, save money       Avoid meaningless slogans and gimmicky language Click  Here   *   Visit  Us  
  • 32. Differentiate Products or Services Send  Chocolate  Gi:s   Save  10%  on  all  chocolate  orders.   Free  shipping  over  $50.   • Save 50% • $10 Off • Seasonal Sales *   • Free Shipping • Free White Paper
  • 33. Keywords in Ad Text Catch  your  customer’s  eye  by  making  sure  your  headlines   match  the  keywords.   figurines   Collector  Dolls  40%  Off   The  Anastasia  CollecIon  -­‐   Porcelain  Dolls,  Doll  Stands,  &  More   www.AdWordsExample.com   Discount  Figurines   Unique  CollecIbles,  Gi:  Ideas,   Figurines  &  Miniatures.  Buy  Online!   www.AdWordsExample.com   Matching  terms  show  up  in  bold   text  on  the  Google  results  page.   *  
  • 34. That’s it! You are almost there Lets go live with your campaign.
  • 35. Regional and Local Targeting • You  can  target  ads  so  they  appear  only  in  locaIons  of   interest  to  you  –  your  neighborhood,  your  service  areas,   your  city  or  your  state.   Select  from  pre-­‐defined   geographies   OR   Countries         Within  a  defined  radius   Regions   CiIes   *   Define  the  area,  customize   the  targeIng   Within  defined  borders  
  • 37. AdWords is Accountable Monitor Your AdWords Performance The AdWords interface lets you monitor the performance of each ad that you are running, as well as your overall performance With AdWords, you always know how your ads—and marketing budget—are performing *  
  • 40. Why Quality Score • Advertisers want to show relevant ads so that users will click on their USER ads and land on their site • Users want to see relevant ads so they can easily find what they're looking for in the shortest amount of time. ADVERTISER GOOGL E • Google wants the best experience for both advertisers and users so that advertisers continue to use the AdWords program and so users continue to use Google
  • 41. Quality Score Google WANT you to have high QS and will tell you when you do not have this
  • 42. Google Network • Text Ads • Images Ads • Mobile Ads • Video Ads
  • 44. Billing & Invoicing Options Post Pay (CC or Invoicing) Pre Pay (Top up option)
  • 45. Google Display Network Google Worldwide • #1 global Internet property with 1 billion searches every day • 1B unique visitors globally per month to Google Sites • #1 in search globally •  955M unique visitors a month on the Google Ad Network and 76.8% reach worldwide • #1 video site YouTube with 2 billion views a day • The largest global ad network, thousands of sites across a diverse set of inventory
  • 46. Google Display Ads Engage with Internet users through millions of sites using text, rich media, image and video advertising. benefits pricing format placement • millions of sites • pay per click (cpc) • text • you choose sites • placement targeting • pay per impressions (cpm) •  image • google chooses sites: • flash (contextual targeting) • contextual targeting • remarketing • multiplier effect on search • video
  • 47. Best in Class Targeting where they are who they are contextual targeting by keywords | by categories by keywords on YouTube interest and demographiccategory marketing placement targeting remarketing filters to focus your brand presence above the fold targeting, AdPlanner 1000 add: demographic bids, geographic and time filtering exclude: undesired sites, keywords, categories
  • 48. Remarketing WHY REMARKETING Re-engage with visitors after they’ve left your website Bring back unconverted visitors and improve ROI
  • 57. Best Practices • Organise by Theme/Product/Service • Keywords Research • Include Keywords in Advert • Use Correct Landing Pages • Enable Tracking/Conversion
  • 58. Best AdWords Help Page! https://support.google.com/adwords/?hl=en#topic=3119071
  • 60. Join Us Join GBG Mumbai (Free) Connect with us GBG Mumbai | Twitter | Facebook | Google+