What is Google Adwords?

Google Adwords is an advertising service by Google for businesses wanted to display ads on Google and its advertising network

Why Advertisement?

Let’s Understand

  • Inorganic Search
  • PPC / CPC Advertising
  • Platforms for PPC (Google, Bing and Yahoo)
  • Adwords Account Structure (Campaign, Ad groups, Ads and Keywords)
  • Types and Difference of Advertising Campaigns

Advertising Services

  • Google Adwords
  • Bing Ads
  • Yahoo Ads

Adwords Account Structure

  • Campaign – Campaign are used to organize category of products that you offer.
  • Ad groups – it is subset of campaign and may have multiple ads which target a shared set of keywords.
  • Ads – An ads which is use for awareness/promotion/sales/data collection etc.
  • Keywords – Word or Phrases describes your product or services.

Adwords Account Structure

Types of Campaign

  • Campaign – Campaign are used to organize category of products that you offer.
  • Ad groups – it is subset of campaign and may have multiple ads which target a shared set of keywords.
  • Ads – An ads which is use for awareness/promotion/sales/data collection etc.
  • Keywords – Word or Phrases describes your product or services.

Ad Rank

  • Ad Rank is the position of PPC ad on SERP.
  • Ad Rank = CPC x Maximum bids

Factors affecting Ad Rank

  • Keywords
  • Ad Text (Relevancy, Size, Major Search etc.)
  • Landing Pages

What is Quality Score/Index

Quality score is Google’s rating of the quality and relevance of keywords and PPC ads

Factor affecting in Quality Score

  • Account History
  • Landing Page Quality
  • Landing Page Load Time
  • Geographical Consideration
  • URL Structure
  • Keyword Relevance / Ad Group Relevance
  • Targeted  Devices
  • Click Through Rate

Click Through Rate (CTR)

  • CTR is the rate at which your PPC ads are clicked.
  • CTR = (Total Clicks on Ad) / (Total Ad Impressions)
  • It effects Quality Score
  • High CTR = High Quality Score
  • High Quality Score = Improve ad position on lower cost
  • Good CTR range
    • Display Network: 4-5%
    • Search Network: 0.5-1%

Bids

  • Click
  • Impression
  • Conversion / Acquisition
  • Video

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