Coogle Search 8esulLs ages AdverLlslng

Pow does Lhe adverLlslng process works?

1he 8eneflLs Cf uslng Coogle AdWords
1he Coogle AdverLlslng neLworks
AdWords Commonly used 1erms
AdverLlslng Coals

Lesson 1: Coogle AdWords 8aslc
lnLroducLlon.
Goog|e Search age
Ver|zon re-Cwned Dev|ces
www.verlzonwlreless.com/reowned
CeL Llke-new uevlces lor Less
Cn 1he Cfflclal verlzon SlLe.
Un|ocked Ce|| hones -529
www.everbuylng.com/unlocked_hones
unlocked hones wlLh no ConLracL.
unbeaLable rlce. lree Shlpplng
A1&1 Ce|| hone Dea|
www.aLLonllneoffers.com/
1he SelecLlon ?ou WanL lor a rlce
?ou're Wllllng Lo ay. lree S&P!
1rade |n used L|ectron|cs
www.ebay.com/lnsLanL-sale
Cash Cffer for used LlecLronlcs.
3 Lasy SLeps - Cash ln now!
hones Ior Sa|e at Amazon
www.amazon.com/
8uy phones for sale aL Amazon!
Cuallfled orders over $23 shlp free
Mob||e hones - 8uy Mob||e hones w|th Iree G|fts and Cash back
www.buymobllephones.neL/
8uyMobllehones.neL provlde free moblle phones and moblle phone deals
wlLh free glfLs and cash back on Crange, 1-Moblle, C2 and 3. CeL a free lapLop.
now to 8uy a Ce|| hone | CWor|d
www.pcworld.com/arLlcle/123633/how_Lo_buy_a_cell_phone.hLml
Pere's whaL you need Lo know Lo geL Lhe cell phone and servlce plan LhaL are
rlghL for you.
a|d kesu|ts
Crgan|c kesu|ts
our p|acements |n the organ|c search resu|t do not
|nf|uence your ad p|acements |n the pa|d search
resu|ts and v|ce versa.
now organ|c & pa|d advert|s|ng
|nf|uence each other?
Goog|e AdWords
S|mp|e And Affect|ve Advert|s|ng system
now does the advert|s|ng process works?
A. 1he System Is 8ased Cn keywords
1he keywords go here!
keywords - 1he terms users search on Goog|e
A. 1he System Is 8ased Cn keywords
Advert|sers compete for the keywords re|ated to the|r bus|ness
8. Ads
1he advert|ser match an ad for each keyword or phrase
53.96 Web nost|ng
www.hosLgaLor.com
99.9 upLlme CuaranLee & 24/7.
1ry 8lsk lree lor 43 uays!
keyword: Web nost|ng
nead||ne
Descr|pt|on ||ne 1
Descr|pt|on ||ne 2
D|sp|ay UkL
C. 1he Search
Cnce the user performs a search us|ng the keyword
the ad w||| appear
D. Land|ng page referra|
As soon as the user c||cks on the ad ,he w||| be red|rected to the
webs|te (|and|ng page)
53.96 Web nost|ng
www.hosLgaLor.com
99.9 upLlme CuaranLee & 24/7
. 1ry 8lsk lree lor 43 uays!
AdWords 8as|c r|c|ng Method
C- ay er C||ck
ou pay on|y when the costumer c||ck on your ad
Ver|zon re-Cwned Dev|ces
www.verlzonwlreless.com/reowned
CeL Llke-new uevlces lor Less
Cn 1he Cfflclal verlzon SlLe.
1he 8enef|ts Cf Us|ng Goog|e AdWords
1he adverLlsers ads are dlsplayed Lo users who are
searchlng for a parLlcular producL or servlce.
1he 8enef|ts Cf Us|ng Goog|e AdWords
LoLs of avallable Ad LargeLlng opLlons:
Geographic Targeting Language Targeting Device Targeting
1he 8enef|ts Cf Us|ng Goog|e AdWords
8each Coogle Search and ulsplay parLner slLes
1he 8enef|ts Cf Us|ng Goog|e AdWords
Caln full conLrol over Lhe adverLlslng budgeL by uslng
daily budget.
1he 8enef|ts Cf Us|ng Goog|e AdWords
Large amounL of avallable performance sLaLlsLlcs
1he Goog|e Advert|s|ng Networks

Goog|e AdWords- Advert|s|ng Network
D|sp|ay
Network
Search
Network
AdverLlslng dlrecLly on Lhe search englne resulLs
pages.
Search Network
SLAkCn LNGINL
SLAkCn Ak1NLkS
Pow ls Lhe search neLwork organlzed?
Search Network
All Lhe slLes LhaL shows AdWords ads and LhaL
are noL search englnes(AdSense slLes)!
Goog|e D|sp|ay Network
D|sp|ay
Network
Goog|e Serv|ces
D|sp|ay artners
(AdSense)
Pow ls Lhe ulsplay neLwork organlzed?
Goog|e D|sp|ay Network
AdWords Common|y Used 1erms

AdWords Common 1erms
CC 8|d- Cost er C||ck
Def|n|t|on: 1he hlghesL amounL LhaL an adverLlser ls
wllllng Lo pay for each cllck.
*1he advert|ser sets a CC b|d for each keyword
|ndependent|y.
AdWords Common 1erms
Impress|on
Def|n|t|on: An lmpresslon ls counLed each Llme your ad
ls shown on a search resulL page or oLher slLe on Lhe
Coogle neLwork.
Impress|on
Impress|on
Impress|on
AdWords Common 1erms
Convers|on
Def|n|t|on: converslon occurs when a cllck on your ad leads
dlrecLly Lo a behavlor LhaL's valuable Lo you.
Lxamples lor Converslons:
purchase |ead
news|etter
s|gn-up
down|oad
Convers|on Lxamp|e
Convers|on: User f|||s |n the
re|evant |nformat|on & press
the down|oad button
AdWords Common 1erms
Convers|on 1rack|ng
*1he AdverLlser use conversion tracking Lo calculaLe Lhe
8Cl for Lhe ad campalgns.
Convers|on w||| be
recorded when a c||ck
|eads d|rect|y to a
wanted behav|or
Generate Convers|on
Code In Goog|e
AdWords
|ant the code on your
thank you page
AdWords Common 1erms
Land|ng age
web page LhaL appears ln response Lo cllcklng on an
adverLlsemenL.
Advert|s|ng Goa|s
Advert|s|ng Goa|s
D|rect kesponse Advert|ser Goa|s
D|rect kesponse: urlvlng an lmmedlaLe response from a
prospecLlve cosLumer.
Common d|rect response goa|s:
generate
|eads
|ncrease
sa|es
|ncrease
kCI
D|rect kesponse |s a|| about the number of convers|ons
and not |mpress|ons or c||cks
Advert|s|ng Goa|s
8rand|ng Advert|ser Goa|s
8rand|ng: 8ulldlng brand awareness by LargeLlng general or
speclflc populaLlons.
*8randlng ls all abouL more lmpresslons & cllcks Lhen
converslons.
Advert|s|ng Goa|s- 1arget Market
*ou shou|d a|ways cons|der the target market before
sett|ng up AdWords goa|s.
CreaLlng Coogle AdWords AccounL
AccounL SLrucLure
AdWords 8aslc navlgaLlon



Lesson 2: SLeps ln CreaLlng Coogle
AdWords AccounL
Creat|ng Goog|e AdWords Account

Creat|ng Goog|e AdWords Account:
1. Create a new Gma|| (gma||.com) account or use a|ready
act|ve one
Creat|ng Goog|e AdWords Account:
2. Go to adwords.goog|e.com and create AdWords account
us|ng your Gma|| address (press the start button)
Choose the re|evant opt|ons above
& enter you Gma|| account
3. Setup a t|me zone & currency
Setup a t|me zone
Setup a your preferred currency
Creat|ng Goog|e AdWords Account:
assword Mod|f|cat|on
When kest|ng AdWords password ,the new password
w||| be reset to a|| Goog|e products assoc|ated w|th the
account.
4. Lnter your b||||ng |nformat|on & start advert|s|ng
Creat|ng Goog|e AdWords Account:
Ad os|t|on|ng
Goog|e Search age os|t|ons
Ver|zon re-Cwned Dev|ces
www.verlzonwlreless.com/reowned
CeL Llke-new uevlces lor Less
Cn 1he Cfflclal verlzon SlLe.
Un|ocked Ce|| hones -529
www.everbuylng.com/unlocked_hones
unlocked hones wlLh no ConLracL.
unbeaLable rlce. lree Shlpplng
A1&1 Ce|| hone Dea|
www.aLLonllneoffers.com/
1he SelecLlon ?ou WanL lor a rlce
?ou're Wllllng Lo ay. lree S&P!
1rade |n used L|ectron|cs
www.ebay.com/lnsLanL-sale
Cash Cffer for used LlecLronlcs.
3 Lasy SLeps - Cash ln now!
hones Ior Sa|e at Amazon
www.amazon.com/
8uy phones for sale aL Amazon!
Cuallfled orders over $23 shlp free
Mob||e hones - 8uy Mob||e hones w|th Iree G|fts and Cash back
www.buymobllephones.neL/
8uyMobllehones.neL provlde free moblle phones and moblle phone deals
wlLh free glfLs and cash back on Crange, 1-Moblle, C2 and 3. CeL a free lapLop.
now to 8uy a Ce|| hone | CWor|d
www.pcworld.com/arLlcle/123633/how_Lo_buy_a_cell_phone.hLml
Pere's whaL you need Lo know Lo geL Lhe cell phone and servlce plan LhaL are
rlghL for you.
os|t|ons 1-3 os|t|ons 4-11
Max CC
now ad pos|t|on |s determ|ned?
Ad pos|t|on |s determ|ned by your Ad kank |n an auct|on
ua||ty
Score
Adkank
Max CC Def|n|t|on-1he h|ghest amount that an
advert|ser |s w||||ng to pay for a c||ck on your ad
Max CC
now ad pos|t|on |s determ|ned?
Ad pos|t|on |s determ|ned by your Ad kank |n an auct|on
ua||ty
Score
Adkank
ua||ty Score Def|n|t|on- An est|mate of how re|evant
|s your ad to the users search query between 1-10.
ua||ty Score
4
6
C||ckthrough rate (C1k)
1he rat|o between how often peop|e
who see your ad end up c||ck|ng |t
*Ior h|gher C1k ,you need to work most|y on your ad creat|ve
C||cks
|mpress|ons
C1k
ke|evancy
ke|evancy |s based on 2 th|ngs:
Ad group 1:
C|oud comput|ng
Iree C|oud Comput|ng keport
www.box.com/LnLerprlse-Cloud
Secure, Lasy Lo use for 8uslnesses
Learn More. uownload C|oud 8eporL!
1he Ad:
1he keywords:
C|oud Comput|ng, free C|oud Comput|ng,
C|oud comput|ng report
1. 1he re|evance of the keyword to the ads |n |ts ad group
ke|evancy
ke|evancy |s based on 2 th|ngs:
1he keyword:
Iree C|oud Comput|ng

2. 1he re|evance of the keyword and the matched ad to
the search query
Iree C|oud Comput|ng 8eporL
www.box.com/LnLerprlse-Cloud
Secure, Lasy Lo use for 8uslnesses
Learn More. uownload C|oud 8eporL!
Land|ng age
An est|mate of how re|evant and easy
to use |s your |and|ng page
Shou|d conta|n the
re|evant keywords
Lasy to nav|gate
Conta|n the same
propos|t|on as used |n
your ad
*A|ways use the most re|evant |and|ng page for each ad
The Quality Score Reward System
The Quality Score Reward
ua||ty
Score
Max CC Adkank
1he h|gher your qua||ty score |s, the |ower you w||| pay
and the your Adkank w||| be h|gher
An examp|e:
The Quality Score Reward
Actua| CC os|t|on Ad kank
ua||ty
Score
Max CC Advert|ser
0.27 $ 1 2.9 10 5 0.29 1. Ann|e
0.65 $ 2 2.6 4 5 0.65 2. 8rad
0.55 $ 3 1.65 3 5 0.55 3. Cr|s
LocaLlng 1he CuallLy Score
Where can you f|nd your S?
1here are 2 ways to see your qua||ty score:
I|rst way: add qua||ty score Co|umn
now to: Co|umns > Custom|ze Co|umns > Add S co|umn
C|oud comput|ng
C|oud storage
C|oud so|ut|ons
Where can you f|nd your S?
1here are 2 ways to see your qua||ty score:
Second way: c||ck on the speech
bubb|e next to the keyword
C|oud comput|ng
C|oud storage
C|oud so|ut|ons
C|oud search
C|oud search
C|oud search
comput|ng
storage
so|ut|ons
Where can you f|nd your S?
1here are 2 ways to see your qua||ty score:
Second way: c||ck on the speech
bubb|e next to the keyword
C|oud comput|ng
C|oud storage
C|oud so|ut|ons
C|oud search
C|oud search
C|oud search
comput|ng
storage
so|ut|ons
lmporLanL 1hlngs 1o 8emember
Important 1h|ngs 1o kemember:
*1he fastest way to check keyword performance
|ssues |s to hover over the speech bubb|e near the
keyword and |ook at the qua||ty score states
Ior h|gher Ad os|t|on |ts best to
|mprove your S and your CC 8|ds
ua||ty
Score
Max CC
Important 1h|ngs 1o kemember:
ua||ty score |s ca|cu|ated every t|me an
ad enters an auct|on
Important 1h|ngs 1o kemember:
A|ways assoc|ate the keyword and ad to
the most re|evant |and|ng page
Important 1h|ngs 1o kemember:
keyword: Crange Iu|ce
S|mp|y Crange Iu|ce
www.orange-[.com
1he besL anL LesLlesL orange [ulce
lor more , enLer Lhe slLe now !
1he |ower the qua||ty of your |and|ng page or
C1k the |ower becomes the qua||ty score
Important 1h|ngs 1o kemember:
Land|ng
age ua||ty
C||ckthrough
rate
ua||ty
Score
llrsL age 8ld LsLlmaLe
I|rst age 8|d Lst|mate
Def|n|t|on: An esLlmaLe of Lhe bld you llkely need Lo seL
ln order for your ad Lo be shown on Lhe flrsL page of
search resulLs.
Current
Compet|t|on
ua||ty Score
8ased Cn:
n|gh reform|ng Campa|gns- Structure
What do you th|nk about th|s advert|s|ng campa|gn?
8uslness evenLs muslc dlsc [ockeys Weddlng d[
Muslc servlce for buslness 8esL dlsc [ockeys Weddlng muslc
arLy d[ affordable d[ servlce weddlng d[ playllsL
buslness d[ Weddlng dlsc [ockey d[ muslc servlce
karaoke d[

LvenL muslc d[ servlces
u[ lor Clubs and Weddlngs
CeLLlng marrled? Pavlng a parLy?
A business event? No 1 d[ servlce
www.smarL-d[.com
8ad Advert|s|ng Campa|gn
LC1S CI
kLWCkDS
1 AD 1 AD GkCU 1 CAMIGnN
1he r|ght way to bu||d a campa|gn
Campa|gn- d[ serv|ces
Ad Group3- wedd|ngs Ad Group2- bus|ness Ad Group1- events
rofesslonal Weddlng djs
www.smarL-d[.com
Low 8aLes. rofesslonal 1echs.
Sound, vldeo, LlghLlng, SLaglng
rofesslonal Weddlng djs
www.smarL-d[.com
professlonal u! for your weddlng.
Lhe besL sound around 4 your parLy
8esL muslc for buslness evenLs
www.smarL-d[.com
Low 8aLes. rofesslonal 1echs.
Sound, vldeo, LlghLlng, SLaglng
8esL muslc for buslness evenLs
www.smarL-d[.com
rofesslonal d[ servlce for all Lypes
Cf buslness evenLs, enLer now!
Affordable u[ servlces
www.smarL-d[.com
Lxperlenced u! for all occaslons
aL an affordable prlce!
Affordable u[ servlces
www.smarL-d[.com
rofesslonal, lnnovaLlve & 8ellable
u! ackages lor Lvery Cccaslon
keywords:
Wedd|ng d[
rofess|ona| wedd|ng d[
Wedd|ng d[ serv|ces
wedd|ng mus|c serv|ce
keywords:
8us|ness events mus|c
Mus|c serv|ce for bus|ness
D[ for bus|ness events
Mus|c Ior 8us|ness Lvents
keywords:
rofess|ona| mus|c serv|ce
d[ mus|c serv|ce
d|sc [ockey serv|ces
cheap d[ serv|ces
Good Advert|s|ng Campa|gn
Sma|| groups of
keywords w|th
the same
theme
2 ads var|at|ons
|n each group
Many ad
groups
1 CAMIGnN
(or more)
A/8 1esLlng of ads
A]8 1est|ng of ads
We use mu|t|p|e (2 are suggested) ad var|at|ons |n each ad group |n
the purpose of |dent|fy|ng the most effect|ve ad text.
rofesslonal Weddlng djs
www.smarL-d[.com
Low 8aLes. rofesslonal 1echs.
Sound, vldeo, LlghLlng, SLaglng
rofesslonal Weddlng djs
www.smarL-d[.com
professlonal u! for your weddlng.
Lhe besL sound around 4 your parLy
A]8 1est|ng of ads
rofesslonal Weddlng djs
www.smarL-d[.com
Low 8aLes. rofesslonal 1echs.
Sound, vldeo, LlghLlng, SLaglng
rofesslonal Weddlng djs
www.smarL-d[.com
professlonal u! for your weddlng.
Lhe besL sound around 4 parLy
48.64%
51.36%
527
720
16.31
23.04
2.12
1.68
634.38
886.23
2.3
2.2
42
109
13.38
8.11
weddlng
weddlng
ou can test the success of your ads by us|ng two cr|ter|a's:
C||ck|ng percentage (C1k) and cost per convers|on (|ower)
Understand|ng keywords Match|ng Cpt|ons

undersLandlng keywords MaLchlng CpLlons
keyword Match|ng Cpt|ons
Match|ng opt|ons he|p contro| wh|ch searches w||| tr|gger
your ad to appear.

kang|ng Irom 8road 1o Narrow
8road keyword
Match|ng
More 1raff|c otent|a|
Ior keyword
Narrow keyword
Match|ng
Less 1raff|c 8ut More
ke|evant
1he 4 1ypes Cf keyword Match|ng
8road
Match
Phrase
" Match
[Lxact
] Match
-Negat|ve
Match
broad
Narrow Negat|ve
8road Match
An ad w||| appear for quer|es that conta|n a|| the terms
|n the keyword, |n any order (defau|t match type) .
Ads may show on searches for 8road match keyword
8uy sports shoes Sport shoes
8est shoes for sports
Sport shoe |aces
Sport sneakers and shoes
Phrase Match
By Adding (quotation marks) to keyword ,Ads w|||
appear when the keywords are entered |n the or|g|na|
sequence.
Ads won't show
on searches for
Ads may show on
searches for
hrase match
keyword
Sport sneakers 8uy sports shoes Sport shoes
kunn|ng shoes 8|ue sport shoes
[Lxact Match]
8y Add|ng [ ] (brackets) to keyword , Ad w||| appear
on|y when the exact keyword |s quer|ed.
Ads won't show
on searches for
Ads may show on
searches for
Lxact match
keyword
8|ue sport shoes Sport shoes ] [Sport shoes
Shoes for sports Sport shoe
So wh|ch match type you shou|d use?
8eg|n by us|ng the fo||ow|ng 3 matches: mod|f|ed,
phrase & exact for each keyword.
|n t|me se|ect the match's w|th the best performance.
keyword: 8|ue sport shoes
+8|ue +sport +shoes
Blue sport shoes
[8|ue sport shoes]
Chang|ng from broad match to phrase or exact
match w||| ||ke|y to decrease |mpress|ons , but
||ke|y get more re|evant c||cks
Important o|nt 1o kemember:
Sett|ng Up keyword Match 1ypes
In the ad group screen enter the 3 match types:
-Negat|ve Match
revents an ad from appear|ng |f the query conta|ns
the negat|ve keyword.
Ads won't show on
searches for
Ads may show on
searches for
8road match
keyword
po|ar bear
teddy bears bears -po|ar
po|ar bears
gr|zz|y bears
your keyword |s bears and you add the negat|ve keyword -po|ar
your ad won't appear for any searches that conta|n the word po|ar.
Negat|ve keywords w||| he|p you avo|d |rre|evant
|mpress|ons and w||| |ncrease your C1k
Important o|nt 1o kemember:
-Negat|ve
keywords
C1k
Irre|evant
|mpress|ons
Account Structure
AdWords System Structure
Account
Campa|gn
Ad Group Ad Group Ad Group
keywords Ads keywords Ads keywords Ads
AdWords System Structure - Lxamp|e
Account- sports store
Campa|gn- kunn|ng
Gear
Ad Group 1-
kunn|ng shoes
Ad Group 2-
kunn|ng sh|rts
Ad Group 3-
1readm|||s
keywords-
kunn|ng
shoes
Ads- about
runn|ng
shoes
keywords-
runn|ng
sh|rts
Ads- about
runn|ng
sh|rts
keywords-
treadm|||s
Ads- about
treadm|||s
AdWords 8as|c Nav|gat|on

AdWords Nav|gat|on kev|ew
Ma|n Nav|gat|on 8ar
Secondary Nav|gat|on 8ar
Campa|gn
Nav|gat|on 1ree
erformance
stat|st|cs
Ma|n Nav|gat|on 8ar
Pome 1ab: see Lhe lnformaLlon abouL your accounL LhaL
maLLers Lhe mosL Lo you ( cusLomlzable ).
Ma|n Nav|gat|on 8ar
Campalgns 1ab: ls where you go Lo seL up and manage your
ads, change Lhe seLLlngs of your groups, ads, and keywords.
Ma|n Nav|gat|on 8ar
auLomaLed ldeas Lo lmprove your *CpporLunlLles 1ab:
campalgn LhaL are based on your onllne performance.
Ma|n Nav|gat|on 8ar
1ools and Analysls Lab: provldes dlrecL llnks Lo a varleLy of
AdWords accounL Lools
Ma|n Nav|gat|on 8ar
8llllng Lab: one-sLop-shop for paylng for your adverLlslng
cosLs and managlng your bllllng
Ma|n Nav|gat|on 8ar
My AccounL Lab: conLrol who can access your accounL,
change alerLs and noLlflcaLlons, change your AdWords
accounL preferences.