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1. What Is Google AdWords
Google AdWords, Google’s own advertising service which allows you to place
search results for your website on a search engine results page (SERP) by
paying for them.
There’s no need to wait for your new site to work its way organically up the
rankings. By using paid search you can see immediate results

2. Paid search is the term we use for
advertising within the listings of a
search engine. These normally
appear at the top of a SERP or to the
side, and increasingly look more and
more like organic results. At the
moment Google places a small yellow
‘Ad’ label on them.
Google isn’t the only search engine
where you can do this, Yahoo and
Bing also run their own advertising
network, called the Yahoo Bing
Network.
What Is Paid search
Paid Ads / Google PPC
Google Map / Google
Business Places
Organic SEO

3. Workflow of a PPC Ad
1. First of all, the advertiser creates an online account and loads her account with some money – say Rs
5000. Note that some organizations allocate their PPC budgets in hundreds, thousands, or even millions
of rupees per month.
2. The advertiser creates a small text ad. In some cases, a PPC ad can include images.
3. The advertiser specifies a list of keywords associated with the ad.
4. The advertiser determines how much she is ready to pay each time someone clicks on the ad.
5. On the buyer’s side, a user visits the search engine – say Google.com, enters one of the keywords or
keyword phrases - say “Florist in Mumbai” and clicks the Search button.
6. The search engine finds the matching ads and places them on the results page.
7. If a user clicks on the ad, she is taken to the advertiser's website, and the advertiser is charged for the
click.

4. Benefits of Online advertising and AdWords
AdWords allow you to make the most of online advertising by showing your ads to the right people, in the
right place, and at the right time. AdWords offers several benefits, but here are the key ones:
 Target your ads: Targeting gives you the ability to show your ads to reach people with specific interests — namely,
people who are interested in your products and services — and show them relevant ads. Make your AdWord
campaigns even more targeted by using keywords, ad location, age, location, language, days, times, frequency, and
devices.
 Control your costs: With AdWords you’ll only pay when someone clicks your ad
 Measure your success: With AdWords, if someone clicked your ad, you’ll know. If they clicked your ad and then did
something valuable to your business - purchased your product, downloaded your app, or phoned in an order - you
can track that, too.
 Manage your campaigns: If you manage multiple AdWords accounts, an AdWords manager account is a powerful
tool that could save you time. You can also manage your AdWords account offline with AdWords Editor

5. Types Of Google AdWords Campaign

6. Ad Format Examples

7. Google Search Network Ad
Running ads on the Search Network is the most
common, well-known form of PPC advertising.
With this network selection, your ads will be
eligible to appear on Google SERPs. If you want to
expand your reach, you can extend your targeting
to include “search partners,” a group comprised of
smaller search engines, such as AOL.
Your ads can appear with Google search results
and on other search sites when your keywords are
relevant to a user's search.

8. Google Display AD - GDN
The Google Display Network allows
to you connect with customers with
a variety of ad formats across the
digital universe. This network spans
over 2 million websites that reach
over 90% of people on the Internet.
It can help you reach people while
they’re browsing their favourite
websites, showing a friend a
YouTube video, checking their Gmail
account, or using mobile sites and
apps.

9. True View Video Ads
AdWords for video enables
you to display video ads in the
YouTube search results or
before, during, and after
videos on YouTube and the
Google Display Network.
Google True View videos are
called such because
advertisers are charged only
when a video actually is
viewed by a user

10. What is an Ad extension?
Ad Extensions are extra snippets of
relevant information about your
business that can be added to your
AdWords text ads. These can include
your business’ location, phone
number, business ratings, and more.
There are two categories of Ad
Extensions: Automatic and Manual Ad
Extensions. It’s important to note
that ad extensions don’t always show,
so be sure to keep the most important
information in your text ad.

11. Account Structure
Ad group level:
• Set different CPCs
• Advertise different products/
services
• Match ad texts to keywords
Keyword level:
• Set keyword CPCs
• Set Match Type
Campaign level:
• Daily budget
• Country and language targeting
• Network options (search network,
content)
• Start and end dates
• Advanced options

12. Keyword Match Types
Special symbol
Special
Symbol
Ads may show on
searches that
Example
searches
Example
Searches
Broad match none women's hats Include misspellings, synonyms,
related searches, and other
relevant variations
buy ladies hats
Broad match
modifier
+keyword +women's+hats contain the modified term (or
close variations, but not
synonyms), in any order
woman's hats
Phrase match "keyword" "women's hats" are a phrase, and close
variations of that phrase
buy women's
hats
Exact match [keyword] [women's hats] are an exact term and close
variations of that exact term
women's hats
Negative match -keyword -baseball are searches without the term baseball hats

13. What is Quality Score?
 Ad Relevancy
 Relevancy of Landing Page
 Click Through Rate
=
Quality Score
Quality Score is an estimate of how relevant your ads, keywords, and landing page are to a person
seeing your ad

14. What is Ad Rank?
Ad Rank determines your ad position -- where your ad shows on the page in relation to other ads -- and whether
your ads are eligible to show at all.
Your Ad Rank was simply your max CPC bid (the most you were willing to pay per click) multiplied by your Quality
Score. So, in order to improve your ad ranking, you needed to do one or both of the following:
o Raise your keyword bids -- Advertisers who are willing to pay more on a CPC basis have an advantage, but it
comes at the expense of quality and relevance.
o Improve your Quality Score -- When you demonstrate more relevance to Google, the search engine rewards
you with higher rankings for lower costs.

15. Ad Rank Formula