adwords introduction (1)
Post on 07-Aug-2015
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What is Paid Marketing ?
• A Paid Marketing Strategy to generate traffic from Search Engines, Websites and Mobile Apps.
Direct Marketing
Branding Campaign
Paid Ads
Direct Marketing
• An advertiser uses a strategy with a goal of generating a lead from the Ads.
• Major Target Sources
– Paid Search [Pay Per Click Ads]
– Shopping Ads
Branding Campaign
• An advertiser create a strategy to increase the brand exposure and awareness.
• Major Target Sources
– Display Ads
– Mobile Apps
– YouTube Ads
Google Annual Revenue
$31.22
$37.42
$45.09
0
5
10
15
20
25
30
35
40
45
50
2012 2013 2014
In Billions
Google AdWords
• Create Account in AdWords
– Time Zone and Currency cannot be changed
– Setup Fee = Rs 250
Google Double Serving Policy
– One Advertiser must have only one active account
for a website.
– In case of Account violates any terms, It will be
banned.
AdWords Account Structure
Account
Campaign
AdGroup
Keywords Ads
AdGroup
Keywords Ads
10,000
20,000
4,000 300
Example Structure
Account
Search Campaign
Digital Marketing
Keywords Ads
SEO
Keywords Ads
AdWords
Keywords Ads
Create Campaign
• Pay Per Click Campaign
– Type of Campaign
– Network
– Location and Language
– Bidding
– Budget
– Advanced Settings
Keyword Match Types
• Match types is used by AdWords to match
advertiser keyword with user query.
• Types of Match Types
– Broad Match
– Phrase Match
– Exact Match
– Broad Match Modifier
– Negative Match
Broad Match
• With broad match, Ad will show if any of the
conditions are matched
– Any Word Match in any Order
– Misspelling
– Close Variation
– Singular / Plural
– Related Terms
Example
Keyword User Query Ad Show
Mens Shoes Buy Men Shoes
Buy Women Shoe
Shoes Online
Mens shoe picture
Mens sandals
Phrase Match “ ”
• With phrase match the ad will show if following
conditions are matched.
– The query must has same order as keyword
– Any word can be added before or after
– Misspelling
– Close Variation
– Singular / Plural
Example
Keyword User Query Ad Show
“Mens Shoes” Buy Men Shoes
Buy Women Shoe
Shoes Online
Mens shoe picture
Mens sandals
Exact Match [ ]
• With exact match, Ad will show if any of the
conditions are matched
– Query must match exactly with keyword
– Misspelling
– Close Variation
– Singular / Plural
Example
Keyword User Query Ad Show
[ Mens Shoes ] Buy Men Shoes
Buy Women Shoe
Shoes Online
Mens shoe picture
Mens sandals
Broad Match Modifier +
• With broad match modifier, Ad will show if any of
the conditions are matched
– All words must be in query
– Words can be in any order
– Misspelling
– Close Variation
– Singular / Plural
Example
Keyword User Query Ad Show
+Mens +Shoes Buy Men Shoes
Buy Women Shoe
Shoes Online
Mens shoe picture
Mens sandals
Negative Match -
• The ad wont show when the negative match is found in the user query.
• Negative keywords are defined based on business.
• Example
- free
Cheap
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