Learn Google Adwords Fundamental In Simple Steps With Mr. Mahesh Gangurde - LetsDigital

1. Digital
Marketing
Website
SEO
Paid
Marketing
*PPC
*Display Ads
*Video Ads
Social
Media
Paid
Non Paid
Digital
Analysis
Email
Marketing
Online
Reputation
Management

2. What is Pay-per-Click
(PPC) Advertising??

3. PPC Advertising also known as Paid Search
allows you to pay to have your ad displayed on
Search Engine Results Pages (SERPs) when
searchers type in a specific search query
(keyword/ keyphrase)
Your ad will be displayed to users and they
will be directed to your site when they click.
The fee advertisers pay is based on the number
of clicks – hence Pay-Per-Click Advertising

4. 3.5 billion dailysearches
1.2 trillion yearly searches
97% of google revenue is from adwords
80 billion dollars yearly economic activity
amazon spends 60 million dolloar per year
top 3 ad spots take 40% of all clicks
45.5% cant tell difference between ad/organic
listing
google display campaigns reach 80% of
internet
remarketing generates ROI of 60% and more

5. There are many Search Engines that
support paid search campaigns such as
Bing, Yahoo, Aol and Ask. We are going
to focus on Google and its paid search
program, Google AdWords.

6. What is the Value
Proposition of PPC Marketing?

7. PPC-Campaigns allow you to:
Start with a small budget per day
Target precisely on a massive scale
based on alignment with keyword
Potentially achieve very high ROI –
even with just $1 investment
Measure and adjust to increase
profits continuously.

8. So what does an Google
Adwords Pay-Per-Click ad
campaign actually look like?
For your PPC campaign to be
successful it is very
important that you structure
your account well from the
get-go.

9. • Account
• Users & payment details
• Campaign
• Here you define a geographical
target area and (browser)
language
• Ad Group
• An ad group contains one or more
ads which target a set of
keywords,
placements, or both.
• Keywords
• Keywords (exact, board,
• Negative keywords
Understanding Campaign Structure

10. Account Structure
• Structure of ad campaigns:

11. Understanding Campaign Structure
Campaign 1
Adgroup 1 Adgroup 2
Keyword 1
Keyword 2
Keyword 3
Keyword 4
Ad 1
Ad 2
Keyword 1
Keyword 2
Keyword 3
Keyword 4
Ad 1
Ad 2
• Campaign hold many
adgroups
• Adgroups hold many
keywords and ads
• Campaign, Adgroups and
Keywords all have
different control
attributes.
Top Level
Middle Level
Lowest Level

12. It is essential that your keywords and your ad as
well as the landing page are tightly woven
together. It does not only increase the traffic
that searchers are going to click through it also
affects your Quality Score.
Meaning keywords, ad copy and landing page
(LP) should be highly relevant to one another
and build upon the latter.
You can use different campaigns and ad groups
to group together close matching Keywords and
ad.

13. Your PPC campaign
step by-step……

14. Your PPC campaign consists of 3 main
Elements
Keywords
Ads
Landing Page
A successful PPC campaign is all about
managing, matching, and optimizing
Keywords, Ad and Landing Page

15. Keywords
Keywords
This is what Google says:
“Write down the main categories of your business
and the terms or phrases that might fall under
each of those categories. Include terms or phrases
your customers would use to describe your
products or services.”
(Google Adwords Help Center)

16. Step 1: Keywords!
• Against popular believe we
recommend not to start your ad
campaign with your ad copy but
with your keywords
• Carefully curate a list of keywords
that you want you ad to show up for
• Google will display your ad on the
results page when people search for
your keywords

17. Use Google’s AdWords Keyword Planner
It’s a great way to establish a baseline list
of keywords for your website. You enter a
word, phrase or URL and the keyword tool
gives you a list of related keywords and
additional traffic data.

19. Keyword Match Types
Broad Match -> include misspellings, synonyms,
related searches, and other relevant variations
Example: cell phone. Ad shown for cell, cell phone, cell
phone tower, cel phon, phone etc.
Phrase Match -> phrase and close variations of that
phrase
Example: “Wedding Sherwani”. Ad shown if nothing in
between “Wedding” and “Sherwani”, but can have
words before “Wedding” or
after “Sherwani”
Exact Match -> exact term and close variations of that
exact term. Example : [cell phone]
Ad shown on exactly [cell phone]
Negative Match -> search terms will be excluded
Example : -free
Ad never shown if negative word is part of search query
If -free is negative keyword, user searches on “free cell
phones”, ad will not appear.

20. Understanding Campaign Structure
Keyword
Match Type:
1. Broad: keyword = Allows your ad to show on similar phrases
and relevant variations.
2. Exact: [keyword] = allows your ad to show for searches that
match the exact phrase exclusively.
3. Phrase: “keyword” = allows your ad to show for searches
that match the exact phrase
4. Negative Match: -keyword = Ensures your ad is not shown
for any search term that includes that term

21. Understanding Campaign Structure
Match Type Examples:
Broad Search Term:
Tennis Shoes
Ad may show on searches for:
Tennis
Shoes
Buy tennis shoes
Tennis shoe photo
Running shoes
Tennis sneakers
Phrase Search Term:
“Tennis Shoes”
Ad may show on:
Red Tennis Shoes
Buy Tennis Shoes
Tennis Shoes Photos
Ad may NOT show on:
Shoes for tennis
Tennis Shoe
Tennis Sneakers

22. Understanding Campaign Structure
Match Type Examples:
Exact Search Term:
[Tennis Shoes]
Ad may show on:
Tennis Shoes
Ad may NOT show on:
Red Tennis Shoes
Tennis Shoe
Buy Tennis Shoes
Negative Search
Term:
Tennis Shoes
-used
Ad may show on:
Tennis Shoes
Buy tennis shoes
tennis
Ad may NOT show on:
Used Tennis Shoes
Shoes used for tennis

27. AD

28. AD

29. Your ad should be specifically designed
for the keywords in your ad group.
Both your keywords and your ad copy
should be highly relevant to the search
query.
Ad copy should be relevant enough to get
the searchers to click on them. Be
Specific, e.g. “20% Discounts”, Address
your target, Call To Action Etc. Etc…..

30. When viewers click on your ad, they are
directed to your landing page.
Determine in which way you want the visitor
to convert on your landing page.
 by buying your product.
 downloading an offer.
 filling out a form etc.
 Or any other call to action
Incorporate your conversion goal into your ad
strategy

31. Landing Page

32. Bidding & Budgeting

33. Pay-per-click means that you don’t pay for your
ad to be displayed (impression) on the search
engine. You only pay when somebody actually
clicks on your ad. So while your ad might be
displayed 500 times and only 1 person clicks on
it, you will only have to pay for 1 Click.
Bidding & Budgeting

34. To determine how much you are willing to pay
per click, you place a bid - your maximum Cost-
per-Click (Max. CPC). You also set a daily budget
on the campaign level. So for each campaign,
you tell Google how much to spend per day.

35. A higher ad position is more desirable, as they
generally get more clicks . For your ad to be
displayed above your competitors, you have to
outbid them. But you don’t pay more than the
minimum amount that will keep you in position.