Download - Google Adwords

A

INDM Project

On

Submitted To:

Prof. SUSHIL CHAURASIA

Submitted By:

CHANDAN PAHELWANI - 11047

NIKUNJ GAJARA - 11046

LEENA CHELLANI - 11015

RINKU SALAT - 11068

TOLANI INSTITUTE OF MANAGEMENT STUDIES

INDEX

Sr. No. Topic Page No.1. Google & Google Adwords 3

2. Position Of Google Adwords AndGoogle Search

Results

4

3. Keyword Advertising 5

4. Important Search Engine Optimization (Seo) Notes

About Google Adwords

6

5. Importance Of Google Adwords 7

6. Basic Prodecure Of Creating Google Adwords

Campaign

16

7. Detailed Step-By-Step Process For A Successful

Google Adwords Campaign

19

8. Search: Growing Faster Than All Other Forms Of

Advertising

26

9. Tracking Tools 27

10. Measuring Quality Score 30

11. Payment Options 31


“GOOGLE” & “GOOGLE ADWORDS”

Google is one of the largest companies in the world. To this day, more

than 98% of Google’s enormous annual revenues are derived from

advertising. Most of that is those tiny little text boxes you see near

search results on Google Search, or around the web.

Google AdWords is Google's main advertising product and main source

of revenue. Google's total advertising revenues were USD$28 billion in

2010. AdWords offers pay-per-click, i.e, cost-per-click (CPC)

advertising, cost-per-thousand-impressions or cost-per-mile (CPM)

advertising, and site-targeted advertising for text, banner, and rich-media

ads. The AdWords program includes local, national, and international

distribution.

Sales and Support for Google's AdWords division in the United States is

based in Mountain View, California. Engineering for Google AdWords

is based in Mountain View, California.

Google AdWords uses a paid search advertising model, in which users

bid on the keywords they want to have trigger their sponsored ads.

AdWords ads are then displayed alongside search results on Google

when someone uses one of the keywords in the search query.


POSITION OF GOOGLE ADWORDS AND

GOOGLE SEARCH RESULTS


AdWords Ads

Search Query: ‘flowers’

Google Search Results

KEYWORD ADVERTISING

Above Image shows how keyword advertising is done through Google AdWords.Google clearly marks the AdWords with the words "Sponsored Links". Here are the benefits of it:

Targeted advertising

Better advertiser Return on Investment (ROI) than untargeted ads

Improved user experience


Important Search Engine Optimization (SEO) Notes

about Google Adwords

SEO is crucial for having higher ranks in Google organic search

results and also for Google Adwords.

According to study, when your website is in the first page of

Google you get more traffic than Google Adwords Search

Network. 70%-80% of searchers never go beyond the first page of

Google.

According to study, people who reach your website from Google

organic search results spend more time than the people coming

from Google Sponsored Links.

SEO increases your Quality Score in Google Adwords. With a

high quality score, you can get higher ranks in Sponsored Links

with lower costs.


IMPORTANCE OF GOOGLE ADWORDS

Google is the largest search engine on the Internet, and to use the

Internet as a profit-making source, one needs to use Google. The more

smartly you use it, the more benefits you will reap. Google AdWords

makes your marketing task a whole lot easier by bringing huge per click

traffic through the use of proper keywords. When these keywords

convert to business and sales, the traffic driven from Google AdWords is

converted to profit. Many factors contribute to Google AdWords’

success as a method for Web sites to earn profit. Keywords are search

terms or strings of search terms that when put in the search box show

results relevant to that search. For example, a person searching for “CAT

exam” will get, say, 1000 search results in the search engine, and the

user can click on any of the items to view the results and details.

However, the top search results that come through Google AdWords

have greater chances of visits. On the other hand, Google ads appearing

in relevant Web sites, such as “e-learning materials” showing in one

corner of an educational Web site, have a greater chance of getting

visitors through them. Both these situations come along with the Google

AdWords Campaign. Thus, this campaign is of great importance in

bringing relevant clicks and visits to one’s site.


Google AdWords’ location targeting enhances the importance of the

campaign all the more. Location targeting is one of the most important

and useful components of implementing a successful Pay-Per-Click

(PPC) campaign. This determines in which location a particular ad

campaign will be shown and thus one can customize ad displays per

location. It also disables locations where the ads need not be displayed.

These features that come along with the Google AdWords campaign

highlight its importance for e-business.

Now, after highlighting the importance of Google AdWords, let’s focus

on the reasons behind its use for a successful campaign.

Here are 10 reasons why you can use Google AdWords:

1) Small Initial Investment

This is the major reason why Google AdWords is so popular. Google

AdWords comes with a small initial investment. You need to pay only a

small amount to create an AdWords account; thereafter you can bid on

the best keywords. After creating the Google AdWords account and

releasing the content, the payment is billed after every click. Therefore,

with each click, a certain amount is billed and if no click happens, no

amount is billed.


In such a case, Google AdWords comes with assured clicks, and

payment is billed only against clicks. Thus, there is no loss if keywords

generated are perfect.

2) Defining Budget

This is another important reason why Google AdWords is used. You can

set your own budget with Google AdWords and monitor your budget,

thereby reducing any overspending. After the account is created, the bid

for any keyword is independent of choice. Therefore, any keyword that

performs well can be bid high for better results. And a keyword that

does not perform well and does not bring any profit to the site can be

removed from the campaign. Also, keywords that bring more clicks but

less conversion can be removed or bid with a reduced amount. You can

also control your budget during a crisis. At times, when a site is down, a

bid can be reduced in order to control the defined budget. Thus, defining

the budget becomes another essential reason behind the use of Google

AdWords.


3) High Return On Investment

Google AdWords comes with a Return of Investment (ROI). This means

you need to pay Google per click, which suggests your investment is

returned against assured business. Google AdWords increase click

through rates and visits; therefore, there is a greater chance of business.

Now, by following some other rules such as generating the best

converting keywords, effective bidding, a fast loading site, and so on,

these clicks can be converted into profitable business. Therefore, Google

AdWords ROI makes people pay only for business and profit, so evident

loss can be controlled.

4) Target Traffic

This is another important and very useful aspect of Google AdWords

that serves as a major reason behind the use of the Google AdWords

campaign. By using this, you can bring targeted traffic directly to a Web

site. As ads are displayed along with a defined title and description, a

serious audience will end up clicking these links and taking a further call

to action. Thus, Google AdWords serves as an effective way of bringing

traffic to your online business. This target traffic can be defined as per

location and places as well. There are options through which you can

specify a definite keyword for a specific location.


5) Test Marketing Campaigns

These campaigns are another major reason why you can still use Google

AdWords. Test Marketing Campaigns means using different types of ads

for different keywords. If a certain ad campaign fails, you can use a

different campaign with a different title line and description. For

example, the first marketing campaign can be tested with an exact

match, then a phrase match of the keyword, and so on. Such flexibility

in a marketing campaign makes Google AdWords more usable. You can

test marketing campaigns many times without paying anything extra.

Thus, you get many chances to experiment with the right title line and

description for display ads. The same goes for having keywords

included. While good performing keywords can be bid high, low

performing keywords can be bid lower or removed from the marketing

campaign. Thus, you get enough tests to experiment with marketing

campaigns, which serves as a major plus point for using Google

AdWords.


6) Instant traffic

This is one of the most important reasons why you can still use Google

AdWords. Google AdWords bring instant gratification or traffic to one’s

Web site. On-page optimization and off-page optimization is very

important for bringing traffic to one’s online Web site. However, all

measures such as link building, on-page optimization, and so on do not

come with assured traffic brought by Google AdWords. Google

AdWords showcases relevant ads in relevant sites and also at the top of

search pages, which increases the chances of clicks and visits, which

later convert to business. Google AdWords brings instant traffic to a site,

which would otherwise take a much longer time and require greater

investment. Thus, as it comes with instant gratification against a certain

investment, it becomes an effective way of bringing immediate traffic to

a Web site, which translates into a profitable and successful business.


7) Tracking success

By using Google AdWords, you can track your success and take

effective measures when required. You can use Get Clicky or Google

Analytics to track the reports of the Google AdWords campaign against

keywords. This allows you to decide on their future steps with regard to

a certain keyword or marketing campaign. Suppose a keyword or a

campaign is performing well; you can track its report and place it

prominently with a high bid in future to increase traffic towards a profit-

making business. On the other hand, a keyword or a campaign that fails

to bring expected traffic can be removed for future usage. Thus, you can

track success and failure in real time and decide on calls to action for

future marketing.

8) Targeting ads locally

Google AdWords offers location targeting for display ads. You can

specify definite display ads for certain locations, which will enable those

particular ads to display exclusively to a particular location. This

enhances the effective use of Google AdWords as it allows you to reach

browsers at local, national, and international level. You can also

customize ads in the local language to make them more useful and

prominent for a particular location.


For example, ads that will be displayed in France can be customized in

French, which will have a direct impact on a French audience. By

customizing your ads, you can focus on a targeted geographical audience

with focused goals, which will give you a greater chance of getting

instant traffic and business.

9) Suggested high volume keywords

Google AdWords does not just display ads, but also suggests high-

volume keywords for an ad campaign that will convert to purchases and

a profitable business. High-volume keywords are those that are searched

the most, so including them prominently in the ads, title lines, and in the

description improve the click rates for the ads. High- volume keywords

can be included keeping in mind the competition. Also, as phrase

matches for keywords work better; such search terms can be included for

the ads and the campaign to be more relevant.


10) Improves hands-on experience

By using the Google AdWords campaign, Web sites get instant traffic or

gratification and therefore soon become effective direct marketers. Users

perceive these sites as popular, and therefore are likely to click on the

site for another purchase decision without giving it a second thought.

Also, marketing through the PPC ad platform levels the playing fields

for people and their competition. It gradually increases the value of the

site and takes the business to a level of brand. Thus, the feature of

improved hands-on experience makes Google AdWords more relevant

for users aiming to generate profit from their Web sites.

These are the top 10 reasons why you can use Google AdWords to bring

effective traffic and business to your site. All these features

accompanying Google AdWords make this campaign more effective and

useful and thus increase its use among those who maintain Web sites to

bring instant and targeted traffic to their Web sites. These features also

specify that Google AdWords, if managed efficiently, can be used as a

perfect tool for increasing Web site traffic and running a profitable e-

business.


BASIC PRODECURE OF CREATING GOOGLE

ADWORDS CAMPAIGN

Google Adwords identifies the number of searches for specific words or

key phrases. If you go to the keyword tool and search for "online

courses", "practice test" and "e-learning," you'll get information about

those keywords as well as many other related terms. Google Adwords

allows you to select relevant keywords related to your site, and to bid on

clicks. For instance, if your website is about IT Certification, you could

bid on the keywords certification, practice test, exam etc. When a visitor

searches for something on the web and your keyword matches with the

searched keyword or keyword on that page, then possibly your ad will

appear there. You will only pay when people click your ads.

Advertising process using Google AdWords:

1. Create your campaign in Google AdWords.

2. Create relevant advertisements and use the right keywords.

3. AdWords ads are displayed along with search results when

someone searches Google using one of your keywords.

4. Ads appear under 'Sponsored links' in the side column of a search

page.

5. Google AdWords provides you a way to advertise to an audience

that is already interested in your business.


Basic steps involved in setting up an AdWords campaign :-

1. First of all, you have to set up a Gmail account to create your

AdWords account. When your login has been created in Google

AdWords, you will be asked to name your first campaign, and then

define the location for your ads to be displayed.

2. In the second step, you have to decide your network to display your

ads. Your priorities can be Google search and Google display

network. Google search will help you to display your ads on the

search engine as well as its search partners, and the Google display

network will help you to establish your presence on the web.

3. Now, you can choose the devices on which your ads should appear.

After choosing the devices, you have to define your budget.

4. In this step, you will need to choose the position your ads will appear

on.

5. After defining your budget and position, you need to define your

delivery method. Two options will appear, i.e., Standard delivery and

Accelerated delivery. The standard delivery option will automatically

be selected by Google. When this option is selected, Ads appearance

is influenced by your defined budget. This option generally fits for

small budget campaigns or the first days of any other campaigns. You

can select another option, i.e., Accelerated delivery. This option

shows your ads as often as possible until your budget runs out.


6. In this step, you can select the Ad extensions option if you want to

enlarge a standard text ad with one or more lines that provide

additional information such as an address and phone number (location

extensions and call extensions), more page links (ad sitelinks), and

product images (product extensions). This option allows users to find

out more information about your business.

7. Now, let's come to the Ad scheduling option. This option allows you

to select certain hours or days of the week when you want your

Google AdWords ads to appear.

8. Go to the Ad rotation option if you have multiple ads within an ad

group, as not more than one ad can be displayed at a time on Google

and the Google Network.

9. The last step of this process is to create Ad groups. Each campaign is

broken into what's called Ad Groups. They contain some common

keywords that you group together. 10-35 keywords are needed in

each ad group. When you are creating an ad group, you will need to

name it first. Then after that, you will have to decide the other 5

fields, i.e., the headline (the title of your Ad, 25 characters to exploit),

descriptions 1 and 2 (35 characters for each line), destination URL

(the URL of your landing page) and display URL (URL that will be

shown on the Ads).


DETAILED STEP-BY-STEP PROCESS FOR A

SUCCESSFUL GOOGLE ADWORDS CAMPAIGN

Once you’ve gotten started on Google AdWords, there are

threeactivities that require your attention to improve your ad

performance even more over time. They are:

1) Organizing Your Account

2) Picking the Right Keywords

3) Writing Targeted Ads

(1) Organizing Your Account

Organization gives your account a solid framework, making it easier to

determine which of your ads, campaigns, and keywords are working,

and which aren’t, so you can alter or add campaigns as necessary.

Step 1: Plan your campaigns around your business needs

Before you start building your campaigns, it’s important to develop a

plan for your AdWords advertising. Think hard about your business and

what you want to accomplish with your ads.


For every campaign you create, you get to choose a budget, pick where

your ads appear geographically (within a specific country, city, or within

a custom-created area that you specify), and select where your ads

appear online (on search pages, content pages, or both).

Step 2: Stick to one goal per campaign

Once you know what you want to do with your AdWords campaigns,

it’s time to put your plan into action. It is suggested thatyou separate

campaigns by theme or product line or use the same structure for your

campaigns as you do for your website.

Remember to keep your audience in mind. Target only the locations

where you offer services, and target the language in which your ads are

written. If you have an international audience, split your campaigns by

country. Finally, give each campaign an appropriate name – such as its

goal. This makes tracking and editing your campaigns much easier later

on.


Step 3: Split each campaign into ad groups

Ad groups let you segment your campaigns into multiple parts to

achieve even greater focus and simplicity. Just like campaigns, each ad

group should have one common theme – for instance, focusing on a

singleproduct or service that you offer. This makes it simpler to create

focused, effective keywords and ads. You should be able to come up

with at least three ad groups per campaign.

(2) Picking the Right Keywords

Keywords are the guts of your ad campaign. They set the entire

advertising process in motion. If users are looking for your product or

service, they’ll find you more quickly if you’ve chosen the right

keywords.

Step 1: Expand

Your first step is to come up with as many keywords relating to your

campaign as possible. What words would someone search for on

Googleto find your product or service? Try writing down every keyword

thatcomes to your mind. You can refine your list later.


Get help building your keyword list from the Keyword Tool

(http://www.google.com/adwords/keywordtool). Use it to generate

additional keyword ideas by entering a keyword or the URL of any web

page that’s relevant to your business. Don’t worry about capitalization

AdWords is not case sensitive.

Step 2: Group

Next, move your keywords into the ad groups where they’re most

relevant. Remember to structure your ad groups in a way that makes

sense and is easy to track. The end result should make it easy for you to

write ads that correspond to the keywords being searched on.

Step 3: Refine

Cut from your list, keywords that are too generic, irrelevant, or obscure.

Also look to remove keywords that are too specific. Two and three word

keyword phrases usually work best. You might also try keyword

matching to control how precise a user’s search phrase must be to trigger

your ad on Google search pages. You have four matching options: broad

match (the default type), phrase match, exact match, and negative match.


Broad Match reaches the most users by showing your ad whenever any

variation of your keyword (such as beans for coffee or coffee roast

beans, when your keyword is coffee beans) is used in a search.

Phrase Match narrows your reach by showing your ad only when the

search term contains your keyword. If your keyword is chocolate

coffeebeans, for instance, your ad will show only on searches that

contain that exact phrase, such as swiss chocolate coffee beans and

chocolate coffeebeans dessert, but not on searches that alter the order of

the words in your keyword, like coffee chocolate beans. You choose this

option by putting your keyword in quotation marks; for example,

“chocolatecoffee beans”.

Exact Match narrows your reach even more by only showing your ad

when the search term is exactly the same as your keyword. If your

keyword is coffee beans, for instance, your ad will show only on

searches for coffee beans. You choose this option by putting brackets

around your keyword; for example, [coffee beans].


Negative Match prevents your ad from showing when a word or phrase

you specify is part of a search term. If you specify cheap as a negative

match, for instance, your ad won’t show for search terms such as cheap

coffee beans. You choose this option by putting a minus sign before

your keyword; for instance, –cheap.

(3) Writing Targeted Ads

The text of your ad is what attracts potential customers to check out your

business and the products and services you offer. Ads that convince

people to click on them are clear, specific, and compelling. The idea is

to “target” your audienceby convincing your customers that your

products or services are what they’re looking for.

Step 1: Create your headline

The best headlines relate directly to the keywords being searched; this

makes an ad seem especially relevant to the searcher’s interests. So it’s

best to include one of your keywords in your headline. Plus, if any of the

words in the keyword that triggers your ad are present in your headline

or ad copy, they will appear in bold font in your ad.


Step 2: Develop your description text

The description should convey both key details and benefits of your

product or service. It should also include a call to action. Keep

everything as short and simple as you can. To start, list the products or

services in a particular ad group that you’re advertising (for example,

gourmet coffee beans, specialty coffee). Then add the benefits (for

example, bulk discounts, free shipping). Finally, put it all together with a

call to action, such as order now or join today.

Step 3: Designate display and destination URLs

The display URL (the web address users see when they view your ad)

doesn’t have to be the same as your destination URL (where users

landwhen they click your ad). But it must be an actual URL for your

site. Choose a destination URL that promotes the exact product or

service your audience is searching for, rather than your usual home page.


SEARCH: GROWING FASTER THAN ALL OTHER

FORMS OF ADVERTISING

Growing Faster Than Display Ads And Classifieds:

Paid Search Spending, 2002–2008

[Source: Jupiter Research Internet Advertising Model (US Only)]

By 2012, Search-based advertising will be one-third of all online

ad spending in the whole world.

Direct marketing and offline media growth isslowing.

Marketers are choosing search advertising instead of other media.


TRACKING TOOLS

1) Click through Rate

The clickthrough rate is the key metric to look at when measuring ad

performance because it helps determine your Quality Score and it tells

you if your ads are appealing to the people who are seeing them. This

metric measures a percentage of how often people click on your ad after

seeing it. A high CTR – 1 percent or higher – means you have a relevant

ad that is connecting with people. A low CTR – less than 1 percent –

means the ad isn't working for one reason or another. Ads with high

CTRs should be retained, whereas ads with low CTRs should be

removed or modified.

2) Google Analytics

It is a free hosted web analytics tool that provides useful data for website

and marketing optimization. Site owners and marketers can use

Analytics to learn how people found their site, how they explored it, and

how to can enhance their visitor experience. You can access Analytics

from your AdWords account by clicking on the ‘Analytics’ tab.


3) Quality Score

Google assigns a Quality Score to each of your keywords and uses it to

determine your ad rankings and how much you pay-per-click. Relevant

advertising gets a higher position on the search page and costs you less.

The score reflects how relevant your ads, keywords and landing page are

to people viewing your ad. A high Quality Score means your ads,

keywords and landing page are all relevant to your target audience. A

low Quality Score means your ads, keywords and landing page aren't

striking a chord with your target audience. Ads with high scores should

be retained, whereas ads with low scores should be removed or

modified.

4) Keywords

Keywords are critical since they are the words or phrases that describe

your product or service that you use to help determine when and where

your ad can appear. Therefore, you want to regularly monitor your

keywords' performance to determine which ones are meeting your goals

for your ad campaigns. To do so, view your keyword performance for a

specific time period, or customize your AdWords statistics to track

keyword performance by match type. You can also run a keyword

diagnosis to check your keyword Quality Score.


5) Conversion Tracking

The conversion rate tells you how often someone's click on your ad

resulted in a conversion – that is, that person going on to complete a

desired action on your landing page. Such rates are important because

ideally you want the traffic you get to lead to a meaningful transaction,

however you define that; it could be the person making a purchase,

taking a survey or some other action. Calculate the conversion rate by

dividing the total number of conversions by the number of ad clicks you

received during the same time period. Use the Conversion Tracking tool

to measure your conversion rates.

6) Reports

AdWords offers a variety of reports you can use to measure and monitor

your account’s performance. You can monitor which search queries are

triggering your ads, which websites drive the most traffic to your

business, and which keywords yield the highest click-through rates. You

can access the Report Center by clicking on ‘Reports’ tab in your

AdWords account.


MEASURING QUALITY SCORE

Every time someone does a search that triggers your ad, Google

AdWords calculate a Quality Score. To calculate this Quality Score,

Google look at a number of different things related to the account, like

the following:

Keyword's past Click-Through-Rate (CTR): How often that

keyword led to clicks on the ad

Display URL's past CTR: How often the clicks are received with

display URL.

Account history: The overall CTR of all the ads and keywords in

the account

The quality of landing page: How relevant, transparent, and easy-

to-navigate the page is.

Keyword/ad relevance: How relevant keyword is to the ads

Keyword/search relevance: How relevant the keyword is to what

a customer searches for.

Geographic performance: How successful the account has been

in the regions advertiser is targeting

Your targeted devices: How well ads have been performing on

different types of devices, like desktops/laptops, mobile devices,

and tablets – advertiser gets different Quality Scores for different

types of devices.


PAYMENT OPTIONS

Google payment options are divided into two types: post-pay and

prepay. One or both will be available depending on country and

currency. Note that you won't be able to switch from a post-pay option

to a prepay option or vice versa, so be careful when you select a

payment method as you set up your account.

If you select a postpay option, you'll make payments only after you

accrue advertising costs. You'll be billed 30 days after your last payment

or when your account costs reach your billing threshold, whichever

comes first.

(1) Credit and debit card: If you choose this option, your ads will

typically begin running almost immediately after you enter valid

credit or debit card information. All AdWords charges will be

made to this card.

(2) Direct debit: If you choose this option, Google will deduct

AdWords payments from your bank account. You may be required

to submit a debit authorization or verify a test deposit before your

ads can run.


If you select a prepay option, you'll pay for advertising in advance of

receiving any clicks or impressions. You can add funds to your

AdWords account whenever you like, and googleadwords deducts costs

from that balance.

Google offers two widely available types of prepay:

(1) Credit and debit card: If you choose this option, Google will

charge your credit or debit card in the amount that you specify, and

your account balance will update immediately.

(2) Bank transfer: If you choose this option, you'll make

AdWordspayments by transferring funds from your bank account to

Google's bank account. Your ads will typically begin running as soon

as Google receive and process your payment. This typically takes 5 to

10 business days, depending on country and what bank you use.


Download - Google Adwords

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