Simple Google Adwords In Easy Steps - Mahesh Gangurde

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

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

2. 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

3. 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

4. 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 .

5. What is the Value Proposition of PPC Marketing ?

6. 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.

7. 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.

8. 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

9. Account Structure Structure of ad campaigns:

10. 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

11. 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.

12. Your PPC campaign step by-step……

13. 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

14. 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)

15. 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

16. 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 .

17. 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.

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

19. 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

20. 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

21. AD

22. AD

23. 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…..

24. 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

25. Landing Page

26. Bidding & Budgeting

27. 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

28. 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.

29. 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.