This is session 5 presentation covering part of the Google AdWords Module

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3. Digital Marketing for Startup
Session 5
Google AdWords 2

4. In this Session
• How to set up your 1st Search Campaign
• Understanding the Campaign Report
• Understanding of Campaign Optimization

5. Setting up your 1st AdWords
Campaign

6. Go To the Campaigns Tab & Click on the + sign

7. Select the type of Campaign you want to run on Google
• Search Network- Allows you to run the campaign on Google Search
• Display Network- Allows you to run banner + Text campaigns on Websites
• Shopping – Allows you to run ecommerce product ads
• Video- Video only campaign
• Universal App- Campaign to drive app installs

8. You need to set your campaign goals. This is critical because Google
algorithm will work towards helping you achieve your goals

9. Enter your website or landing page url here

10. You can run search campaigns only on Google Search
OR also on websites through the Display Network
Remember- Search targets people who are actively looking for information
Display shows your add on sites where the relevant keywords you have chosen are there in the
content. My Advice- Run a ONLY SEARCH NETWORK CAMPAIGN

11. Select the Geography you want to target. You can target by:
• Country ( multiple countries also)
• By Cities ( multiple cities also)
• By Geo Location also (multiple geo locations)

14. Bidding Strategy
Target CPA- You specify a Cost Per Action number &
Google works towards helping you achieve that. Use
this once you have a fair idea of what your CPA ought
to be
Maximize Clicks. You specify a Cost Per Action number
& Google works towards helping you achieve that.
Safe strategy to follow
Enhanced CPC. You give permission to Google to play
around with your CPC bid price up or down depending
on the dynamics. It’s a good strategy to follow
Manual CPC. You set the bid price individually

15. You can set whatever bid price you want. Use data that you saw when you did your keyword
planning and then lower that price
You can launch the campaign with a bid price and then see later how that bid price is impacting
specific keywords and increase or decrease the bid price accordingly. This gives you better
flexibility

16. Set your daily budget which you are prepared to spend. You can set
it for Rs. 100 also

19. Remember- The default setting in AdWords is set to show your ad to anyone.
Unless you are specifically targeting such users, you will get wasted clicks

20. You can set up multiple Ad Groups with multiple related keywords through this. Remember to mark your
keyword Match Type you want

22. This is where you create your Text Ad

25. Understanding the Campaign Report

26. Opening Dashboard

27. Look at your campaign by Ad Groups to see which Ad Group is performing better

28. Explore the campaign results by Keyword. Understand which keyword
is performing better
A
B
Which Keyword is better performing? A or B

29. Rather than CPC- Cost Per Conversion is a much better evaluation metric to use!

30. Add conversion codes on your landing page to measure your impact better

31. Select your conversion objective.

32. Select the appropriate category

33. Once you submit- you will get a code that needs to be put on the final page (usually the thank you page)

34. Modify the columns to look at data points that will help
you understand your campaign better

35. More optimization

36. Optimization areas
• CPC
– Look at keywords that are under-performing. Remove keywords that are underperforming
• A Keyword Rs. 10.15 CPC
• B Keyword Rs. 7.05 CPC
• Cost/Conversion
– Look at which keywords are giving you better conversion
– Remove keywords that are giving you higher cost per conversion
• Estimated first page bid
– Reduce bid price if your bid is higher than the estimated first page bid.
– Observe the keyword to see if it is giving you the same results
• Search Impression Share
– Use this for your transactional keywords. The higher share of search that you get here, the
more will be high quality clicks that you will get

37. Search Impression Share
Use this for your transactional keywords. The higher share of search that you
get here, the more will be high quality clicks that you will get

38. Device Optimization
• How is your campaign performing by device ? Can
you reduce or switch off bid price by device to
optimize your campaign and improve ROI?

39. Optimize your geography
• See how your campaign is performing across various geographies. Is there a geography
which is under-performing? Can you improve your campaign ROI by
reducing/increasing or eliminating that geography?
• Eg below- If you remove Gurgaon and Noida, your number of leads will get
impacted by only 6 , but you will save almost Rs. 7500/-

40. Optimize your schedule- Day |Hour
• See how your campaign is across different days or Hours. Can you optimize them to
improve your campaign performance?
• Eg Below- from 7 pm to 4 am and from 2 to 3 pm , the total conversion was only 4
with a cost of almost Rs. 6000, i.e 1500/- per conversion. Can we stop showing our
ads in this time frame to optimize our spends?

41. Optimize your text ads
• See which of your text ads are performing best. Stop showing under-performing ads
which give low conversions and /or high cost per conversion
• Eg below- all these ads gave Zero conversion and ended up costing almost 3500/-.
Simply stopping them would save this money and improve campaign ROI

42. Optimize your keyword terms
One of the most important tabs to look at is to see exactly what queries
users have typed to see your ad and clicked on it!

43. Optimize your campaign by understanding Search Terms
Notice how you are wasting money because you haven't set up your keywords effectively

44. Summing up -Optimization
• Keywords
• Text Ads
• Bid Price/CPC
• Cost/Conversion
• Audience- age/demographics
• Location optimization
• Time/Day optimization
• Device Optimization
• Keyword search terms ( add negatives)

45. In the next session
Facebook Marketing -2 sessions

46. Question Time
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