Online Advertising Using Google AdWords

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Online Advertising
Using Google AdWords
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Online Advertising Using Google AdWords
Trainer's Guide
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© 2016 Aptech Limited
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All rights reserved.
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No part of this book may be reproduced or copied in any form or by any means – graphic, electronic or
mechanical, including photocopying, recording, taping, or storing in information retrieval system or sent
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or transferred without the prior written permission of copyright owner Aptech Limited.
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All trademarks acknowledged.
APTECH LIMITED
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Contact E-mail: ov-support@onlinevarsity.com

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First Edition - 2016

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A little learning is a dangerous thing,
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but a lot of ignorance is just as bad.
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Preface
The book ‘Online Advertising Using Google AdWords’ Trainer’s Guide aims to teach the
fundamentals of Online Advertising Using Google AdWords. The faculty/trainer should teach the
concepts in the theory class using the slides. This Trainer’s Guide will provide guidance on the
flow of the module and also provide tips and additional examples wherever necessary. The
trainer can ask questions to make the session interactive and also to test the understanding of
the students.
This book is the result of a concentrated effort of the Design Team, which is continuously striving
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to bring you the best and the latest in Information Technology. The process of design has been a
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part of the ISO 9001 Certification for Aptech-IT Division, Education Support Services. As part of
Aptech’s quality drive, this team does intensive research and curriculum enrichment to keep it in
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line with industry trends.
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We will be glad to receive your suggestions.
Design Team
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“ Practice is the best of
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all instructors.
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Table of Contents
Sessions
1. Web Advertising and Keywords: An overview
2. Google AdWords and account setup
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3.
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AdWords formats and guidelines
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4. AdWords ad placement and targeting
5. AdWords Campaign creation and management
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6. AdWords Cost Management
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8.
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Managing AdWords data and Google Analytics
Account administration, Common issues and resolutions

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“
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The future depends on what
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we do in the present.
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Session 01: Web Advertising and

Keywords: An overview
1.1 Pre-Class Activities
Before you commence the session, you should familiarize yourself with the topics of this
session in-depth. Prepare a question or two that will be a key point to relate the current
session objectives.
1.1.1 Objectives
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By the end of this session, learners will be able to:
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 Explain Web Advertising
 Explain search engine marketing and online advertising
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 Explain Keywords
 Understand Keyword Planner
 Explain keyword matching options
1.1.2 Teaching Skills

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To teach this session, you should be well versed with the concepts of Web Advertising and
Keywords. You should be familiar with the Web Advertising and Keywords in detail. You
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should also know the advantages and disadvantages of Web Advertising and Keywords.
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You should teach the concepts in the theory class using the images provided. For teaching in
the class, you are expected to use slides and LCD projectors.
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Tips:
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It is recommended that you test the understanding of the students by asking questions in
between the class.
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In-Class Activities
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Follow the order given here during In-Class activities.

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Overview of the Session

Give the students an overview of the current session in the form of session objectives. Read
out the objectives on slide 2.
© APTECH LIMITED
Slide 2
Objectives
At the end of this session, you will be able to:

 Explain Web Advertising
 Explain search engine marketing and online advertising
 Explain Keywords
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 Understand Keyword Planner
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 Explain keyword matching options
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Online Advertising Using Google AdWords © APTECH LIMITED 2
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1.2 In-Class Explanations
Slide 3
Let us understand about Web Adevertising and Keywords.
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Introduction
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 Web Advertising is known as online marketing, online advertising, or Internet advertising.

 It is a kind of marketing and advertising that uses Internet to send promotional marketing
messages to consumers.
 It consists of e-mail marketing, social media marketing, Search Engine Marketing (SEM),
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various kinds of display advertising, and mobile advertising.

 It includes publisher, who incorporates advertisements into its own online content, and an
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advertiser, who gives the advertisements to be exhibited on the publisher's content.

 Other participants are advertising agencies, an ad server, and advertising affiliates.
 It is used across almost all industry sectors.
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Ask:
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How many of you have heard about Web Advertising?
Appreciate the students’ responses.

Say that Web Advertising is known as online marketing, online advertising, or Internet
advertising.
It is a kind of marketing and advertising that uses Internet to send promotional marketing
messages to consumers.
Tell students that it consists of e-mail marketing, social media marketing, Search Engine
Marketing (SEM), various kinds of display advertising, and mobile advertising.
© APTECH LIMITED
It includes publisher, who incorporates advertisements into its own online content, and an
advertiser, who gives the advertisements to be exhibited on the publisher's content.
Let them know that other participants are advertising agencies, an ad server, and advertising
affiliates.
It is used across almost all industry sectors.
Slide 4
Let us understand about delivery methods of Web advertising.
Delivery Methods of Web Advertising 1-9
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 Web advertising includes the following:
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Display Search Engine Social Media Mobile E-Mail
Advertising Marketing Marketing Advertising Advertising
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Online Online
Affiliate Content
Classified Adware Marketing
Marketing Marketing
Advertising Platform
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Explain the delivery methods of Web advertising to students. Tell the students that Web
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advertising includes display advertising, search engine marketing, social media marketing,
mobile advertising, e-mail advertising, online classified advertising, adware, affiliate
marketing, content marketing, and online marketing platform.
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Slide 5
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Let us understand about Display advertising.

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Display Advertising
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 It communicates its advertising message visually through text, animations, logos,

photographs, videos, or other graphics.
 Online advertisers use cookies, which are distinctive identifiers of certain computers, to
choose which ads to offer to a particular consumer.
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 Advertisers might as well provide ads based on a presumed geography of the user using geo-
targeting.
© APTECH LIMITED
Explain about display advertising. Tell students that it communicates its advertising message
visually through text, animations, logos, photographs, videos, or other graphics.
Online advertisers use cookies, which are distinctive identifiers of certain computers, to
choose which ads to offer to a particular consumer. Advertisers might as well provide ads
based on a presumed geography of the user using geo-targeting.
Slides 6 and 7
Let us understand about Search Engine Marketing (SEM).
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Search Engine Marketing (SEM)
 SEM is created to boost the appearance of Web site in the Search Engine Results Pages
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(SERPs).
 The search engines offer organic (non-sponsored) results, and sponsored results based on a
query from the Web searcher.
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 SEM is a process using which the users may promote their Web site using paid listing or
advertisements on the search engine.
 Some pricing model followed in online advertising are Pay-Per-Click (PPC) advertising model
and Cost-Per-Thousand Impressions (CPM) model.

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 An exclusive account has to be created with advertising branch or service of the search
engine to create an advertisement for a particular search engine.
 In case of Google, the advertising service is AdWords.
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 Users need to create list of probable user search queries or the ’keywords’.
 These keywords will ensure that the advertisement appears in the search result pages when
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users specify matching keywords for searching some data.

 The sites that form a part of result pages are known as Google Display Network in AdWords.
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Proceed further by explaining Search Engine Marketing (SEM). Tell students that SEM is
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created to boost the appearance of Web site in the Search Engine Results Pages (SERPs).
The search engines offer organic (non-sponsored) results, and sponsored results based on a
query from the Web searcher. SEM is a process using which the users may promote their
Web site using paid listing or advertisements on the search engine. Add that, some pricing
model followed in online advertising are Pay-Per-Click (PPC) advertising model and Cost-Per-
Thousand Impressions (CPM) model. Continue explaining students that an exclusive account
has to be created with advertising branch or service of the search engine to create an
advertisement for a particular search engine.
© APTECH LIMITED
Explain them that in case of Google, the advertising service is AdWords.Users need to create
list of probable user search queries or the ’keywords’. These keywords will ensure that the
advertisement appears in the search result pages when users specify matching keywords for
searching some data. Conclude this topic by saying that the sites that form a part of result
pages are known as Google Display Network in AdWords.
Slide 8
Let us understand about online advertising types.
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 Online advertising goals can be classified into two types:
Direct Response:
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• The advertisers may require the clients to perform some action when client clicks their
ad and reaches advertisers Web site.
• This action may be signing up newsletter, requesting quote, or making purchase.
When the client successfully completes desired action, it is known as conversion.
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Branding:
• Main focus of advertisers is on increasing awareness and visibility of their product or
service.

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• That is the main reason the advertisers may want as many people as possible to view
their ad.
© APTECH LIMITED 8
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Begin this slide by discussing about online advertising. Say that online advertising goals can
be classified into two types. Discuss about direct response. Tell student that the advertisers
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may require the clients to perform some action when client clicks their ad and reaches
advertisers Web site. This action may be signing up newsletter, requesting quote, or making
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purchase. When the client successfully completes desired action, it is known as conversion.
Continue discussing about branding. Let them know that, main focus of advertisers is on
increasing awareness and visibility of their product or service. That is the main reason the
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advertisers may want as many people as possible to view their ad.

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Slide 9
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Let us understand about Social Media Marketing and Mobile Advertising.

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Social Media Marketing

 It is a business promotion performed using social media Web sites.
 Companies endorse their products through posting recurrent updates and
providing unique offers via their social media profiles.
Mobile Advertising
 It is ad version delivered using wireless mobile devices including feature
phones, smartphones, or tablet computers.
 It may be in the form of rich or static media display ads, Multimedia
Messaging Service (MMS) or Short Message Service (SMS) ads, and so on.
© APTECH LIMITED
Explain social media marketing. Tell students that it is a business promotion performed using
social media Web sites.Companies endorse their products through posting recurrent
updates and providing unique offers via their social media profiles.
Explain about mobile advertising. Conclude this slide by saying, it is ad version delivered
using wireless mobile devices including feature phones, smartphones, or tablet computers.
It may be in the form of rich or static media display ads, Multimedia Messaging Service
(MMS) or Short Message Service (SMS) ads, and so on.
Slide 10
Let us understand about E-mail Advertising and Online Classified Advertising.
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E-mail Advertising
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 It is ad version including complete e-mail or a part of an e-mail message.
 E-mail marketing may be unwanted, in which, sender may offer recipient to
opt out of further e-mails, or might be sent on prior consent from recipient.
Online Classified Advertising

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It includes advertising that is posted online in definite listing of particular
products or services.
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 Examples include online real estate listings, online job boards, online yellow
pages, automotive listings, and online auction-based listings.
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Explain about E-mail Advertising. Tell students that it is ad version including complete e-mail
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or a part of an e-mail message. E-mail marketing may be unwanted, in which, sender may
offer recipient to opt out of further e-mails, or might be sent on prior consent from
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recipient.
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Continue explaining about Online Classified Advertising. Say that it includes advertising that
is posted online in definite listing of particular products or services. Examples include online
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real estate listings, online job boards, online yellow pages, automotive listings, and online
auction-based listings.
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© APTECH LIMITED
Slide 11
Let us understand about Adware and Affiliate Marketing.
Adware
 It is a software which once established automatically shows advertisements on a user's
computer.
 The ads might emerge in the software itself, incorporated into Web pages seen by the
user, or in pop-unders/pop-ups.
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Affiliate Marketing
 It happens when advertisers use third-parties to get possible customers for them.
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 Affiliate marketers create ‘traffic to offers’ through affiliate networks and when the
anticipated action is performed by the visitor, the affiliate receives a commission.
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 These anticipated actions maybe a phone call, an e-mail submission and so on.
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Explain Adware. Tell students that it is a software which once established automatically
shows advertisements on a user's computer. The ads might emerge in the software itself,
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incorporated into Web pages seen by the user, or in pop-unders/pop-ups.
Explain about Affiliate Marketing. Conclude this slide by saying, it happens when advertisers
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use third-parties to get possible customers for them.
Affiliate marketers create ‘traffic to offers’ through affiliate networks and when the
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anticipated action is performed by the visitor, the affiliate receives a commission. These
anticipated actions maybe a phone call, an e-mail submission and so on.
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Slide 12
Let us understand about Content Marketing and Online Marketing Platform.
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Content Marketing Online Marketing Platform
 It is marketing that incorporates sharing  It is an incorporated Web-based platform

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and creation of publishing content and which unites advantages of local search
media to acquire and maintain customers. engine, business directory, Customer
Relationship Management (CRM) package,
Search Engine Optimization (SEO) tool, and
 This information can be obtainable in a Content Management System (CMS).
range of formats, such as, news, blogs,
white papers, and many more.
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 Keywords are phrases or words that are

employed to match the ads with the terms
customers are looking for.
 Choosing high quality, important keywords
for the advertising campaign may aid in
reaching the customers as and when
desired.
Conclude delivery methods of Web advertising by explaining about Content Marketing. Tell
students that it is marketing that incorporates sharing and creation of publishing content
and media to acquire and maintain customers. This information can be obtainable in a range
of formats, such as, news, blogs, white papers, and many more.
© APTECH LIMITED
Continue explaining about Online Marketing Platforms. Say that it is an incorporated Web-
based platform which unites advantages of local search engine, business directory, Customer
Relationship Management (CRM) package, Search Engine Optimization (SEO) tool, and
Content Management System (CMS). Sum up the slide by saying that keywords are phrases
or words that are employed to match the ads with the terms customers are looking for.
Choosing high quality, important keywords for the advertising campaign may aid in reaching
the customers as and when desired.
Slides 13 to 15
Let us understand about Keyword Basics.
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Understanding Keyword Basics 1-15
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Working of Keywords in Google
 When a person searches on Google, the ad that appears are based on resemblance of
keywords to search terms.
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 In Google network, keywords are further more employed to match the ad to sites which are
linked to keywords and ads.
 A good keyword list may aid to enhance the performance of ads and evade higher prices.
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 The keywords ‘sectional sofa’ and

‘sectional couch’ are matching with
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keywords ‘sectional sofa’, so ad will

emerge before interested searchers.
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© APTECH LIMITED
 Negative keyword is a kind of keyword that avoids the ad from getting activated by specific
word or phrase.
 It informs Google not to exhibit ad to anybody who is looking for that phrase.
Choosing Relevant Keywords

 Keywords must be appropriate and of superior-quality.
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Begin the slide 13 by discussing working of keywords in Google. Tell students that when a
person searches on Google, the ad that appears are based on resemblance of keywords to
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search terms. In Google network, keywords are further more employed to match the ad to
sites which are linked to keywords and ads. A good keyword list may aid to enhance the
performance of ads and evade higher prices.
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Continue explaining the figure provided on the slide 14 as an example. Tell students that the
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keywords ‘sectional sofa’ and ‘sectional couch’ are matching with keywords ‘sectional sofa’,
so ad will emerge before interested searchers.
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Using slide 15 tell students that negative keyword is a kind of keyword that avoids the ad
from getting activated by specific word or phrase. It informs Google not to exhibit ad to
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anybody who is looking for that phrase. Explain them about Choosing Relevant Keywords.
Tell them that keywords must be appropriate and of superior-quality.
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Slide 16
Let us understand the steps to choose the right number of keywords.
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Steps to choose right number of keywords are as follows:

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Choose the keywords wisely
Club similar keywords
Select the right number of

keyword
© APTECH LIMITED
Explain the steps to choose right number of keywords by using this slide. Explain that choose
the keywords wisely; club similar keywords; select the right number of keyword.
Slide 17
Let us understand the Keyword status.
Understanding the Keyword Status

 The status of keyword informs whether keywords are functioning or not.
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 It also tells whether keyword is resulting in ads being displayed to the target customers.
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 Keyword will be in one of the following general states:
o Showing ads.
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o Not showing ads as it has been removed or paused a keyword, campaign or ad group.
o Not displaying ads as there is problem with keyword or account.
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Explain students about Understanding the Keyword Status. Tell them that the status of
keyword informs whether keywords are functioning or not. It also tells whether keyword is
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resulting in ads being displayed to the target customers.
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Continue by telling that keyword will be in one of the following general states: showing ads,
not showing ads as it has been removed or paused a keyword, campaign or ad group, not
displaying ads as there is problem with keyword or account.
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Slide 18
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Let us understand working of keyword search.

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 Following points explain the working of keywords during the search:

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Numerous keywords
Use a keyword that
Similar keywords that that are within same
are exactly matching
matched to the ad group will be
the search term
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search terms similar to search term
Use an exact
Use the keyword
matching keyword
which has the highest
when keywords are
Ad Rank
same
© APTECH LIMITED
Explain about working of keywords during the search. Explain some of the points as:
similar keywords that matched to the search terms, numerous keywords that are within
same ad group will be similar to search term, use a keyword that are exactly matching the
search term, use an exact matching keyword when keywords are same, use the keyword
which has the highest Ad Rank.
Slide 19
Let us understand Exception to Preferences.
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Exception to Preferences
 Numerous keywords within many ad groups are similar to search term
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o When numerous ad groups have keywords which match a search word, AdWords
system has to make a more difficult decision.
o The reason being, different ad groups may have different ads, campaign settings,
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and landing pages.
o AdWords system employs a series of preferences to find out which of the
keywords to utilize.
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Explain the exceptions to preferences. Tell students that numerous keywords within many ad
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groups are similar to search term. When numerous ad groups have keywords which match a
search word, AdWords system has to make a more difficult decision. The reason being,
different ad groups may have different ads, campaign settings, and landing pages. AdWords
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system employs a series of preferences to find out which of the keywords to utilize.
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Slide 20
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Let us understand preferences rank .

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 Preferences rank almost in the following sequence:
Use a keyword that matches the search term

exactly, rather than a keyword that does not
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Use the exact match keyword when

keywords are same
Use the keyword that is having highest Ad

Rank
© APTECH LIMITED
Explain that preferences rank almost in the following sequence: Use a keyword that matches
the search term exactly, rather than a keyword that does not, use the exact match keyword
when keywords are same, use the keyword that is having highest Ad Rank.
Slide 21
Let us understand that campaign is restricted by budget.
A campaign is restricted by budget
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 If a keyword lies in a budget-restricted campaign, then the campaign's budget is not
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sufficient to accrue all probable traffic.
 It will not be possible for the keyword to trigger an ad even is it could.
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 This helps to avert the campaign from exceeding its budget.
There is a cheaper keyword along with a higher Quality Score and Ad Rank
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 Sometimes, the keyword that is cheaper will be used by the system.
 This implies that the keyword will have lower Cost-Per-Click (CPC) bid as well as
higher Quality Score and higher Ad Rank.

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© APTECH LIMITED
Explain to students that a campaign is restricted by budget. Tell them that if a keyword lies in
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a budget-restricted campaign, then the campaign's budget is not sufficient to accrue all
probable traffic. It will not be possible for the keyword to trigger an ad even is it could.
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This helps to avert the campaign from exceeding its budget.
Continue explaining that there is a cheaper keyword along with a higher Quality Score and
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Ad Rank. Say that sometimes, the keyword that is cheaper will be used by the system. This
implies that the keyword will have lower Cost-Per-Click (CPC) bid as well as higher Quality
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Score and higher Ad Rank.

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Slide 22
Let us understand about large number of matching keywords.
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• There are a large number of matching keywords

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o If an account contains many of the matching keywords, Google mechanically eliminates

some of the replicas.
o After that, preferences are reapplied.
© APTECH LIMITED
Continue explaining students that there are a large number of matching keywords. If an
account contains many of the matching keywords, Google mechanically eliminates some of
the replicas. After that, preferences are reapplied.
Slide 23
Let us understand about Managing Keywords.
 Managing Keywords
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o It is necessary to manage keywords
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in an effective manner to bring
maximum revenue to the business.
o Refer to Figure for steps to create a
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keyword list.
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Steps to create a keyword list
© APTECH LIMITED
Proceed further by telling students about managing keywords. Say that it is necessary to
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manage keywords in an effective manner to bring maximum revenue to the business.
Explain the steps to create a keyword list: build a keyword list, group your keywords by
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theme, set appropriate match types for each keywords, remove unnecessary keywords, test
and run campaign.
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Slide 24
Let us understand about Monitoring Keywords.
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 Monitoring Keywords
o If keywords do not perform well, the Quality Score will decrease.
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o Keyword will become inappropriate to trigger the ads for few of the searches at its
current CPC bid.
o It generally happens to keywords that are very common. Thus, these keywords
underperform.
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o For example, keywords with a low Quality Score will get less exposure and clicks
for broad- matched or phrase-matched keywords.
© APTECH LIMITED
Explain students about monitoring keywords. Tell them that If keywords do not perform
well, the Quality Score will decrease. Keyword will become inappropriate to trigger the ads
for few of the searches at its current CPC bid. It generally happens to keywords that are very
common. Thus, these keywords underperform. For example, keywords with a low Quality
Score will get less exposure and clicks for broad- matched or phrase-matched keywords.
Slide 25
Let us understand about Keywords Best Practices.
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 Keywords Best Practices
Combine
keyword list
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into similar
items
Negative
Option of points for keywords are
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broad match ideal for terms
managing
offers more that does not
keywords
visibility, but match type of
increases cost business
Narrower
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options give
fewer clicks,
thus lowering
cost
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Explain students about keywords best practices. Discuss the points for managing keywords
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as: combine keyword list into similar items, negative keywords are ideal for terms that does
not match type of business, narrower matching options give fewer clicks, thus lowering cost,
option of broad match offers more visibility, but increases cost.
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Slide 26
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Let us understand ways to refine keyword effectively.

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Ways to refine the keyword list effectively

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Keywords should be It is best to list with two-

keyword list should be
relevant to the products word or three-word
small and manageable
and services phrases
Begin this slide by explaining ways to refine the keyword list effectively. Tell students that
keywords should be relevant to the products and services, keyword list should be small and
manageable, it is best to list with two-word or three-word phrases.
© APTECH LIMITED
Slide 27
Let us understand tips for building Keyword List.
Tips for Building a Keyword List

• Select specific and common keywords.
• Group similar and right number of keywords.
• Select keywords that associate to the apps or Web sites.
• Find new keywords with the Keyword Planner.
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• Click-through rate must be improved with negative keywords.
• Use report of search terms and utilize keyword match types.
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• Use broad-to-narrow strategy.
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• See which search terms triggered the ads.
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Proceed further by explaining tips for Building a Keyword List: select specific and common
keywords, group similar and right number of keywords, select keywords that associate to the
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apps or Web sites, find new keywords with the Keyword Planner, click-through rate must be
improved with negative keywords, use report of search terms and utilize keyword match
types, use broad-to-narrow strategy, see which search terms triggered the ads.
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Slide 28
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Let us understand about Keyword Planner.

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Keyword Planner
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 It is an AdWords tool created for experienced or new advertisers for building

new Search Network campaigns or expanding current ones.
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 It helps to select competitive budgets and bids to use along with campaigns.
 Benefits of Keyword Planner:
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o Research keywords.
o Get historical statistics and traffic forecasts.
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o Search for the new keywords using Keyword Planner.

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Explain about keyword planner to the class.

Ask:
How many of you have heard about keyword planner?
Appreciate the students’ responses with acknowledging words.
© APTECH LIMITED
Tell them that it is an AdWords tool created for experienced or new advertisers for building
new Search Network campaigns or expanding current ones. It helps to select competitive
budgets and bids to use along with campaigns.
Discuss the benefits of Keyword Planner: research keywords, get historical statistics and
traffic forecasts, search for the new keywords using Keyword Planner.
Slide 29
Let us understand about Keyword Matching Options.
About Keyword Matching Options
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 Keyword match types aid control which searches may trigger ad.
 Basically, if the keyword matching option is broader, the keyword has
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potential of obtaining more traffic, and vice versa.
 Every match type will trigger the ad to display for a customer's search in many
ways.
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 Ads might display on searches that include synonyms, misspellings, related
searches, as well as other relevant variations.
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Explain about keywords matching options. Tell students that keyword match types aid
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control which searches may trigger ad. Basically, if the keyword matching option is broader,
the keyword has potential of obtaining more traffic, and vice versa. Every match type will
trigger the ad to display for a customer's search in many ways. Ads might display on searches
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that include synonyms, misspellings, related searches, as well as other relevant variations.
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Slides 30 to 32
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Let us summarize the session.

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Summary 1-3
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 Web Advertising or online marketing or online advertising or Internet advertising, comprises

Search Engine Marketing (SEM), e-mail marketing, social media marketing, various kinds of
display advertising (such as, Web banner advertising), as well as mobile advertising.
 Online advertising is extensively used throughout virtually all industry sectors.
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 Display advertising communicates through text, logos, videos, and so on.

 Online advertisers use cookies to determine which ads to serve to specific consumer.
 Retargeting, contextual advertising and behavioural targeting are created to boost an
advertiser's ROI, on untargeted ads.
 Search engine marketing is created to boost Web site's visibility in the search engine results
pages.
© APTECH LIMITED
Summary 2-3
 Ads which pop up as segment of Google Display Network can be in a range of formats.
 Users can also target ads that are based on a user’s language, geographical location or
demographic.
 Mobile advertising is ad copy communicated via wireless mobile devices.
 Online classified advertising is posted online in a definite listing of particular products or
services.
 Adware is software that shows advertisements on a user's computer.
 Content marketing includes making and sharing of media, and publishing content to acquire
and maintain customers.
y
 Online marketing platform includes advantages of a local search engine, business directory,
nl
search engine optimization tool, and so on.
O
se
Summary 3-3

rU
Keywords are phrases or words that are utilized to match ads to the terms people are looking for.
They explain product or service and help in defining where and when the ad can appear.
Choosing important keywords can enable ad to reach desired customers.
te
 It is important to manage keywords in an operative manner to gain maximum revenue to the
business.
 Keyword match type said in controlling which searches may trigger ad.
en
 Keyword Planner is tool for experienced or new advertisers.

 With exact match, ad can be shown to customers who are looking for exact keyword, or the close
variants of them.
C
 With phrase match, the ad may be displayed to customers who are looking for exact keyword and
the close variants of them, with extra words before or after.
h

ec
Using slides 30 to 32, summarize the key points of this session. Explain the following points
in brief:
pt
 Web Advertising or online marketing or online advertising or Internet advertising,

comprises Search Engine Marketing (SEM), e-mail marketing, social media marketing,
rA
various kinds of display advertising (such as, Web banner advertising), as well as
mobile advertising.
 Online advertising is extensively used throughout virtually all industry sectors.
Fo
 Display advertising communicates through text, logos, videos, and so on.

 Online advertisers use cookies to determine which ads to serve to specific consumer.
 Retargeting, contextual advertising and behavioural targeting are created to boost an
advertiser's ROI, on untargeted ads.
 Search engine marketing is created to boost Web site's visibility in the search engine
results pages.
 Ads which pop up as segment of Google Display Network can be in a range of
formats.
© APTECH LIMITED
 Users can also target ads that are based on a user’s language, geographical location
or demographic.
 Mobile advertising is ad copy communicated via wireless mobile devices.
 Online classified advertising is posted online in a definite listing of particular products
or services.
 Adware is software that shows advertisements on a user's computer.
 Content marketing includes making and sharing of media, and publishing content to
acquire and maintain customers.
 Online marketing platform includes advantages of a local search engine, business
directory, search engine optimization tool, and so on.
 Keywords are phrases or words that are utilized to match ads to the terms people are
y
looking for. They explain product or service and help in defining where and when the
nl
ad can appear.
 Choosing important keywords can enable ad to reach desired customers.
O
 It is important to manage keywords in an operative manner to gain maximum
revenue to the business.
se
 Keyword match type said in controlling which searches may trigger ad.
 Keyword Planner is tool for experienced or new advertisers.
 With exact match, ad can be shown to customers who are looking for exact keyword,
or the close variants of them. rU
 With phrase match, the ad may be displayed to customers who are looking for exact
keyword and the close variants of them, with extra words before or after.
te
Next, let us check your understanding of the topics covered so far in this session.
en
1.3 Post Class Activities for Faculty

C
You should familiarize yourself with the topics of the next session.
h
ec
pt
rA
Fo
© APTECH LIMITED
Session 02: Google AdWords and

Account Setup
session objectives.
y
2.1.1 Objectives
nl
O
 Describe the key concepts and features of Google AdWords
 Explain the benefits of online advertising and AdWords
se
 Explain Google AdWords Express and its benefits
 Describe Google's advertising networks

rU
List the steps to set up and manage a Google AdWords account

te
en
C
h
Tips:
ec
between the class.
pt
In-Class Activities
rA

Fo

© APTECH LIMITED
Slide 2
Objectives

 Describe the key concepts and features of Google AdWords
 Explain the benefits of online advertising and AdWords
 Explain Google AdWords Express and its benefits
y
 Describe Google's advertising networks
nl
 List the steps to set up and manage a Google AdWords account
O
se
Slide 3
Let us understand about concepts of Web advertising.
rU
te
Introduction
en
 An Internet search engine is an application that enables users to

search for desired information online.
C
 Search engine marketing is a type of Internet marketing that

markets Web sites by improving their visibility in search engine
result pages.
h
 Online advertising enables individuals or companies to market

ec
their products or services using the search engine.

 Google provides an advertising service called AdWords that
helps businesses to display their ads on Google and its
associated networks.
pt
rA
Explain to students concept of Web advertising. Explain what it consists of and what are
other participants.
Fo
© APTECH LIMITED
Slide 4
Let us understand about Google AdWords.
Introduction to Google AdWords
Google AdWords is an application that enables its users to market and advertise their
products and services through the Google search engine.
In a typical search engine, users type in their query, which could be a word or a
phrase.
y
The search engine shows a list of results that are relevant to the query typed in by
nl
the user.
The results of a user query in a search engine appear in a certain order of preference
O
on the result page.
se
Explain to the students that as soon as the users setup their AdWords account, they can start
building up with all the other information required for operating the account appropriately.
rU
This includes the content of their account as well as necessary administrative details. The
order of the results generally depends upon the relevancy of the result to the user’s query.
The most relevant link will always appear at the top of the page. Every search engine may
te
have a different method to calculate relevancy of a search result depending on whether it is
an organic or a paid link.
en
• Organic listings are search results that are displayed on search engine results pages; it
C
appears because of its relevance to the search terms.

• Paid listings are paid advertisements displayed by the search engine companies such as
Google and are non-organic.
h
ec
Google displays both organic and paid results in response to the same user queries.
However, these results are completely independent of each other as far as the rankings are
pt
concerned.
rA
Fo
© APTECH LIMITED
Slide 5
Let us understand about Google Account.
Google Account
A Google account can be defined as a username and password which can be utilized across Google to
gain access to numerous products, including AdWords.
Includes details that remain unchanged across all the products like the
language and privacy settings you choose.
Created when users create an AdWords account or have logged in to use

any Google product.
y
Can be linked with only one AdWords account, either an individual account
nl
or a My Client Centre account.
Users can view and modify the information in their Google Account
O
whenever required by logging in to google.com/accounts.
se
Explain about the Google account to the class.
Ask:
How many of them already have a Google account?

rU
te
Explain to the students that in order to start using AdWords, the advertisers first need to
create an account with Google AdWords. They may create and manage this account
en
themselves or obtain help of an external agency or a consultant to manage their account.

They may take the help of the external agency or consultant as well as Ad Creation
C
Marketplace in order to create their ads.
Slides 6 and 7
h
Let us understand the benefits of Google AdWords.

ec
Benefits of Google AdWords 1-2

pt
• Utilize various ad formats and features to tailor your ads to match

rA
Reach your marketing goals

your business goals.
• When Web sites that display Google ads and YouTube are used to
Get specific about your target
advertise, you can even select the user’s age, the sites they view, and
audience their areas of interest.
• You pay only when users respond to your ad by clicking the text ad
Only pay for results
Fo
or watching the video ad.
• Easily monitor the effectiveness of your ad and make required

Measure your ad’s performance
changes to enhance results.
Advertise across platforms • Connect with users irrespective of the devices they use computers,
tablets, mobile phones, even in apps.
• Targeting allows you to display your ads to users with particular
Target your ads
interests and show them only related ads.
© APTECH LIMITED
Benefits of Google AdWords 2-2
• There is no minimum specified and you can decide your monthly, daily, and
Control your per ad expenses.
costs • You will only pay when users respond to your ad.
• With AdWords, you can monitor if users click your ad. You can track if users
Measure purchased or phoned in to order your product or downloaded your app.
your success • Monitoring ads also helps you to decide where to invest in your campaign,
thus boosting the ROI.
y
• AdWords provides tools to easily track accounts.
Manage your • My Client Center (MCC) manager account is a tool that can help to save time
campaigns
nl
while managing multiple AdWords accounts. It allows to manage all
AdWords accounts from a specific location.
O
Using slides 6 and 7, explain benefits of Google AdWords.
se
Ask:
If they can infer any advantages of AdWords?
rU
Appreciate the students’ responses and explain that Google AdWords allows to show the ads
not only in Google but also in their affiliated Web sites irrespective of how they are
te
accessed. Online advertising allows your ads to be targeted at the users you prefer and filter
out the rest. Using AdWords to advertise online allows you to utilize different targeting
en
methods to target probable users when they are looking for your products or services.
C
List out all the advantages to the students using the details given on the slide.
Slide 8
h
Let us understand about Google AdWords Express.

ec
Google AdWords Express

pt
Google AdWords Express, an advertising product, automatically supervises your

rA
online ads, without any daily management or tasks. The benefits of using this
tool are:
Draw more users to
Design an online ad Pay only when users
your Web site or
Fo
instantly and easily click your ad

Google+ page
Reach users on
Run your ads with Evaluate your ad’s
multiple devices such
minimum ongoing effectiveness in your
as desktop computers
management dashboard
and mobile devices
© APTECH LIMITED
Using slide 8 introduce Google AdWords Express to the class. Explain to the students that
the probable users already search Google for the products and services that you sell.
AdWords Express helps such users to find your products by using ads on Google or Google
Maps. Explain that using AdWords Express to advertise helps to:
• Design an online ad instantly and easily.
• Pay only when users click your ad.
• Draw more users to your Web site or Google+ page.
• Run your ads with minimum ongoing management.
• Reach users on multiple devices such as desktop computers and mobile devices
(smartphones and tablets).
• Evaluate your ad’s effectiveness in your dashboard.
y
nl
Slide 9
O
Let us understand about Google Advertising Networks.
se
Google's Advertising Networks
Search
rU
AdWords allows your ads to appear either on one or both of the following
Google's advertising networks:
• Google search
• Other Google sites such as Maps and Shopping
te
Network • Non-Google search partner Web sites that display AdWords ads based
on the search results
en
• Collection of Google Web sites (Google Finance, Gmail, Blogger, and

Display YouTube)
• Partner sites
Network
C
• Mobile sites and apps that display AdWords ads based on the content
on a given page

h
Explain to the students that AdWords allows your ads to appear either on one or both of
ec
Google's advertising networks the Google Search Network and the Google Display Network.
The campaign type you select identifies the network on which your ads will show.
pt
The Search Network helps advertisers perform the following:

• Display the text ads beside the Google search results.
rA
• Reach users actively looking for a particular product or service.

Fo
The Display Network helps advertisers to perform the following:

• Utilize attracting ad forms to get through a wide range of users with extensive interests.
• Create brand awareness and customer loyalty.
• Enhance engagement with users.
• Identify particular locations for their ads to appear, and to what type of users.
© APTECH LIMITED
Slide 10
Let us understand about Ad Formats.
Ad Formats
The types of ads that can be displayed on the Search Network sites are:
Ad with
Text ad extensions
Visual enhancements
to find ads that more
noticeably display
Simplest and most
details regarding your
frequently used type of
business, for example,
search ad
phone number,
y
location, or links
within your sitemap
nl
Consists of a heading,
a display URL that These enhancements
gives the address of generally show up in
the Web site, and a ads atop the search
O
description results.
se
Explain about Ad Formats to students.
Ask:
What are the different ad formats that one can see on the Web?

rU
te
Explain that text ad is the simplest and most frequently used type of search ad. It consists of
a heading, a display URL that gives the address of the Web site, and a description.
en
Explain that ad with extensions are visual enhancements to find ads that more noticeably
display details regarding your business, for example, phone number, location, or links to
C
other relevant details within your sitemap. These enhancements generally show up in ads
atop the search results. They can be added manually or by Google’s automated formatting
systems.
h
ec
Slide 11
Let us understand Creating an AdWords Account.
pt
Creating an AdWords Account

rA
The two main requirements to create your own AdWords account are:
• The e-mail address should not

Fo
An e-mail already be linked with any present

AdWords or AdWords Express
address account.
• If you do not own a Web site for

A Web site for your business, you can use
AdWords Express, Google’s simple
your business resolution to online advertising
© APTECH LIMITED
Explain to the students that the two main requirements to create an AdWords account are
an e-mail address and a Web site for the business. The e-mail address should not already be
linked with any present AdWords or AdWords Express account. If one does not own a Web
site for the business, they can use AdWords Express, Google’s simple resolution to online
advertising.
You can demonstrate the procedure to create an AdWords account in the class by
performing the following steps:
• Visit the following Web site: https://www.google.com/AdWords/get-started.
• Click Start now button at the end of the page.
y
• Enter the preferred e-mail address to sign in to new AdWords account. If there is an
existing Google Account, enter Google e-mail address. Enter your business’s Web site
nl
address. If there is no Web site, click Skip the guided setup.
O
• If Skip the guided setup link is clicked, enter the Google e-mail address. Select the
appropriate Country, Time zone, and Currency. Click Save and continue.
• If an existing Google Account is present, click Sign in on the top-right of the page.
se
• Enter Google e-mail address and password to sign in to existing Google account.
• After signing in successfully, Google AdWords page will be displayed. If there is no
create and confirm your new Google account: rU

Google Account, click Create account at the end of the window and follow the steps to
• Enter first name and last name in the Name field. Enter other details such as the
te
e-mail address and the password you desire. Enter all the fields and click Next
step. Ensure to select the button to agree to Google’s terms of services.
en
• On successfully completion of e-mail creation, a message will be displayed. Click

the link in the e-mail that has been sent to you to confirm the e-mail address.
C
Slide 12
Let us understand about Home Tab in Google AdWords.
h
ec
Tabs in Google AdWords Web Site 1-5

pt
Home Tab
• Includes all your account related details.
rA
You can customize this tab to view only

the performance modules you prefer by
selecting them.
• You also have an option to use filters to
manage your performance in detail.
Fo
Explain Home tab by showing the tab to the students and explain the AdWords Home tab
that includes all the account related details. One can customize this tab to view only the
performance modules by selecting them. One also has an option to use filters to manage the
performance in detail. Open the tab and demonstrate the features to the students.
© APTECH LIMITED
Slide 13
Let us understand about Campaigns Tab in Google AdWords.
Campaigns Tab
• Allows you to set up and manage your ads. You can modify the settings of your ad groups,
ads, and keywords.
• You also have an option to view and customize your account statistics and download
information.
y
nl
O
se
Explain Campaigns tab by showing the tab to the students and explain that it allows to set up
and manage the ads. One can modify the settings of the ad groups, ads, and keywords. One
rU
also have an option to view and customize the account statistics and download information.
Slide 14
te
Let us understand about Oppertunities Tab in Google AdWords.
en

C
Opportunities Tab
• Includes the performance history of your account, your campaign settings, and Google search
h
volume and trends.

ec
• This tab automatically creates opportunities that can help you in enhancing the campaigns. You
can identify new keywords, enhance your bids and budgets, and more.
• This tab is worth a try for
users who have been using
pt
their AdWords account for a

considerable long time to
have created performance
history.
rA

Fo
Explain Opportunities tab by showing the tab to the students and explain that the
Opportunities tab includes the performance history, the campaign settings, and Google
search volume and trends. This tab automatically creates opportunities that can help one in
enhancing the campaigns. Using this tab, one can identify new keywords, enhance the bids
and budgets, and more. This tab is worth a try for users who have been using their AdWords
account for a considerable long time to have created performance history.
© APTECH LIMITED
Slide 15
Let us understand about Reports Tab in Google AdWords.
Reports Tab Develop multi-dimensional

tables and charts with the
• Helps you to see, arrange, and evaluate help of the drag-and-drop
all of your information. interface in the Report
Editor.
• Using this tab you can analyze the
patterns and trends in your information Modify, delete, and
with the help of advanced tables, charts, maintain your saved reports
Report tab
y
and handy reports. for easy accessing and
sharing.
nl
Obtain further pre-defined
reports that simplify your
information based on
O
dimensions such as time
and user location.
se
Explain Reports tab by showing the tab to the students and explain that the tab helps one to
see, arrange, and evaluate all of the information. Using this tab one can analyze the patterns
Explain that the tab helps to perform the following:

rU
and trends in the information with the help of advanced tables, charts, and handy reports.
• Develop multi-dimensional tables and charts with the help of the drag-and-drop interface
te
in the Report Editor.
• Obtain further pre-defined reports that simplify your information based on dimensions
en
such as time and user location.

• Modify, delete, and maintain your saved reports for easy accessing and sharing.
C
Slide 16
Let us understand about Tools Tab in Google AdWords.
h
ec

pt
Tools Tab
rA
• Includes links to various AdWords account tools.

• Using these tools you can examine and modify your account, ads, ad groups, and keywords.
Fo
Explain Tools tab by showing the tab to the students and explain the tab that includes links
to various AdWords account tools. Using these tools one can examine and modify the
account, ads, ad groups, and keywords.
Details of each option available under the Tools tab is discussed in the following slides.
© APTECH LIMITED
Slide 17
Let us understand about account tools of Tools tab in Google AdWords.
Tools Tab
Change Shows the modifications that you have performed on your account
History since the last two years.
Includes details of users’ action after clicking your ad, for example,
Conversions Do they buy your product? Do they sign up for your newsletter?
Google Gives you details regarding what users felt about your site and how
Analytics they navigated through it.
Tools tab
y
Keyword Aids in creating a new Search Network campaigns or developing an
Planner existing ones.
nl
Display
Used when you prefer to run ads on the Google Display Network.
Planner
O
Ad Preview Helps to obtain a preview of your ad and the results are same as a
and Diagnosis Google search without any cost.
se
Explain to the students the following AdWords account tools which are part of the Tools tab:
rU
• Change History: The Change History tool shows the modifications that you have
performed on your account since the last two years. Using this account history, you can
te
track the performance changes and monitor how you have managed your account
previously.
en
• Conversions: The Conversions section includes details of users’ action after clicking your
ad, for example, Do they buy your product? Do they sign up for your newsletter? To
monitor this data, a free tool called Conversion Tracking is available.
C
• Google Analytics: Google Analytics gives you details regarding what users felt about your
site and how they navigated through it. This data helps you to improve your Web site's
h
ROI, enhance conversions, and understand how to offer a better experience to your users.
ec
• Keyword Planner: Keyword Planner aids in creating a new Search Network campaigns or
developing an existing ones. You can look for keyword and ad group concepts and even
view the performance of a group of keywords. This is crucial as the keywords you choose
pt
for an ad group are utilized to target your ads to potential users.

• Display Planner: Display Planner is generally used when you prefer to run ads on the
rA
Google Display Network. On the Display Network, you can direct your text, image, video,
or rich media ads to appear on particular sites, pages, apps, or videos over the network.
• Ad Preview and Diagnosis: The Ad Preview and Diagnosis tool helps to find your ad in a
Fo
way similar to Google search results page. You can use this tool to obtain a preview of
your ad and the results are same as a Google search without any cost.
© APTECH LIMITED
Slide 18
Let us understand difference between Comparing AdWords Express and AdWords.
Comparing AdWords Express and AdWords
 With AdWords Express or AdWords, you

can display your ads on Google.com, AdWords
Google Maps, and other related Web sites
which are within the Google Display Factors Express AdWords
Network. Pay only for clicks Yes Yes
 Google recommends using either one of Automated management Yes No
these advertising tools at a time as there is Easy solution for businesses without a Yes No
no added benefit of incorporating both
simultaneously. Web site
Ads on Google Search and Google Yes Yes
y
 Using both tools together can cause Maps
complications in managing your ads and
may result in your ads competing against Ads on other related Web sites Limited Yes
nl
each other. Mobile ads Yes Yes
 The following table gives a comparison of Other advanced ad formats (video) No Yes
both the tools with respect to certain
O
Ability to target ads geographically Anywhere Anywhere
factors.
se
Explain to the students that Google recommends using either one of these advertising tools
at a time. There is no added benefit of incorporating both AdWords and AdWords Express
rU
simultaneously. Using both tools together can cause complications in managing your ads and
may result in your ads competing against each other. However, if you wish to employ them
together, you need to understand how they function together and how you will be billed.
te
Following factors that needs to be considered:
• AdWords Express ads management can be done only in your AdWords Express account.
en
Any modifications such as inserting, editing, or deactivating ads can only be performed
using your AdWords Express account. When you sign in to AdWords, an alert will be
displayed that guides you to your AdWords Express account to administer your AdWords
C
Express ads.
• AdWords Express account’s login credentials also gives you access to AdWords (though
h
you do not have any AdWords campaigns). However, this does not allow you to view or
administer your AdWords Express ads in AdWords.
ec
Slide 19
pt
Let us understand about Structuring AdWords Account.

rA
Structuring AdWords Account 1-2

Fo
An AdWords account can be efficiently managed by structuring it. Hence, the

following points need to be considered to structure it:
Identify ads that
Ensure there is
are creating the Identify important
control over
maximum keywords
budgets and costs
conversions
Maintain and edit

Track and observe
the ad campaigns
changes easily
easily
© APTECH LIMITED
Explain to the students that a good account organization helps the user to make changes
quickly, target ads effectively, and reach the advertising goals. The user will get well-
structured campaigns with added enhancements in account appearance such as themes and
other products that affects the user experience in a good way. The user can also have similar
ads and keywords that is good for Quality Score. The higher the Quality Score, the higher the
ROI.
An AdWords account can be efficiently managed by structuring it. Hence, the following
points need to be considered to structure it:
y
• Identify ads that are creating the maximum conversions (such as sales or leads) and traffic
nl
• Track and observe changes easily
• Ensure there is control over budgets and costs
O
• Identify important keywords
• Maintain and edit the ad campaigns easily
se
Slide 20
Let us understand tips to Structure AdWords Account.
Structuring AdWords Account 2-2

rU
te
Following tips can help you to structure your account:
en
• You can create theme oriented or product oriented

campaigns and ad groups.
Prepare and structure
• You can create relevant keyword lists based on the ad
your campaign to reflect text.
your Web site
C
• You can also have ads that link directly to a product’s

page on the Web site.
• AdWords Editor is a free Google application for managing

h
AdWords ad campaigns
Utilize AdWords Editor to • The user can easily edit and make changes to the AdWords
ec
manage ad campaigns account with this application.

• The user can make the changes rapidly, whether it is adding
one keyword or hundred text ads.
pt
Explain the following to the students:

rA
• Prepare and structure your campaign to reflect your Web site: An effective campaign
structure must reflect the Web site’s structure. You can create theme oriented or product
oriented campaigns and ad groups. You can create relevant keyword lists based on the ad
Fo
text. You can also have ads that link directly to a product’s page on the Web site. Improve
the quality and relevance of the ads by adding keyword-specific URLs. This format can be
changed, if the user needs to match the format to the user’s business and the advertising
scope, then the user can change the format.
• Prepare and structure your campaign to reflect your Web site: AdWords Editor is a free
Google application for managing AdWords ad campaigns. The user can easily edit and
make changes to the AdWords account with this application. The user can make the
changes rapidly, whether it is adding one keyword or hundred text ads.
Additional benefits:
• The user can add, edit and remove campaigns, ad groups, ads, keywords, and placements.
© APTECH LIMITED
• Large-scale changes can be made quickly.

• Advanced searches and edits can be made.
• Performance statistics are viewable.
• User can copy or move items between campaigns, ad groups and accounts.
• User can export a snapshot of the AdWords account for archiving or sharing.
Slide 21
y
Summary
nl
 An Internet search engine is an application that enables users to search for desired
O
information online.
 Google provides an advertising service called AdWords that helps businesses to display their
ads on Google and its associated networks.
 A Google account can be defined as a username and password which can be utilized across
se
Google to gain access to numerous products, including AdWords.
 Google AdWords Express, an advertising product, automatically supervises your online ads,
without any daily management or tasks.
 AdWords allows your ads to appear either on one or both of the Google's advertising
networks: Search Network and Display Network.


a Web site for the business.
rU
The two main requirements to create your own AdWords account are an e-mail address and
Google AdWords includes the Home tab, Campaigns tab, Opportunities tab, reports tab and
tools tab.
Google recommends using either AdWords Express or AdWords at a time as there is no
te
added benefit of incorporating both simultaneously.
en
Using slide 21, summarize the key points of this session. Explain the following points in brief:
 An Internet search engine is an application that enables users to search for desired
C
information online.
 Google provides an advertising service called AdWords that helps businesses to
h
display their ads on Google and its associated networks.

ec
 A Google account can be defined as a username and password which can be utilized
across Google to gain access to numerous products, including AdWords.
 Google AdWords Express, an advertising product, automatically supervises your
pt
online ads, without any daily management or tasks.

 AdWords allows your ads to appear either on one or both of the Google's advertising
rA
networks: Search Network and Display Network.

 The two main requirements to create your own AdWords account are an e-mail
address and a Web site for the business.
Fo
 Google AdWords includes the Home tab, Campaigns tab, Opportunities tab, reports
tab and tools tab.
 Google recommends using either AdWords Express or AdWords at a time as there is
no added benefit of incorporating both simultaneously.
© APTECH LIMITED
Session 03: AdWords Campaign

Creation and Management
y
session objectives.
nl
3.1.1 Objectives
O
se
 Describe the key concepts and features of Google AdWords
 Explain the benefits of online advertising and AdWords



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Explain Google AdWords Express and its benefits
Describe Google's advertising networks
List the steps to set up and manage a Google AdWords account
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en
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Tips:
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between the class.
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In-Class Activities
Fo

© APTECH LIMITED
Slide 2
Objectives

 Explain campaign creation
 Explain how to manage campaigns
 Explain how to set the campaign settings
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 Identify steps to create ad groups
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se
Slide 3
Let us understand about campaign creation and management.
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Introduction
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 Advertising with AdWords begins with designing a campaign.

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 A campaign is a collection of associated ad groups that are

generally used to manage the categories of services or products
being offered.
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 These associated ad groups (keywords, ads, and bids) share

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location targeting, a budget, and other settings.

 The campaign type selected for creation must be based on goals
pt
of advertising.
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Explain about campaign creation and management to the class.

Ask:
Fo
How many of you have heard about AdWords Campaign?

Say that Advertising with AdWords begins with designing a campaign.
A campaign is a collection of associated ad groups that are generally used to manage the
categories of services or products being offered.
Tell them that these associated ad groups (keywords, ads, and bids) share location targeting,
a budget, and other settings.
The campaign type selected for creation must be based on goals of advertising.
© APTECH LIMITED
Slides 4 and 5
Let us understand about campaign settings.
Campaign Settings 1-8
 Campaign is tailored by adjusting the campaign settings.

 Campaign Status
 Column ‘Status’ in ‘All online campaigns’ page depicts whether

campaigns are active or not, and also if they are limited by a budget.
 The following steps to find the Status column:
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o Click the Campaigns tab to obtain ‘All online campaigns’ page.
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o Search the Status column beside Budget column.
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o Refer to Figure for campaigns tab.
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Campaign Settings 2-8 rU
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en
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Campaigns Tab
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Explain the campaign settings to students using slide 4. Tell the students that Column
‘Status’ in ‘All online campaigns’ page depicts whether campaigns are active or not and also
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if they are limited by a budget. Discuss the steps to find the Status column as, Click
the Campaigns tab to obtain ‘All online campaigns’ page. Search the Status column beside
Budget column.
Fo
Continue the topic by referring to figure given on slide 5 for campaigns tab to facilitate
detailed learning.
© APTECH LIMITED
Slides 6 and 7
Let us understand about Filter Campaigns.

 Filter Campaigns
 To see certain kind of campaign, one can refine the kinds of campaigns on ‘All online
campaigns’ page.
 Following steps will help to perform this:
o In order to view All online campaigns page, go to main Campaigns tab, click the All
enabled campaigns link which is on the side of the navigation bar.
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o Click the drop-down button beneath the Campaigns tab and select whether you
nl
want to view All enabled campaigns or All but removed campaigns.
o Refer to Figure for Filter Campaigns.
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se
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en
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Filter Campaigns
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pt
Proceed further by explaining Filter Campaigns using slide 6. Tell students that to see certain
kind of campaigns, one can refine the kinds of campaigns on ‘All online campaigns’ page.
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Discuss the steps that will help to perform this:

In order to view All online campaigns page, go to main Campaigns tab, click the All enabled
campaigns link which is on the side of the navigation bar.
Fo
Click the drop-down button beneath the Campaigns tab and select whether you want to
view All enabled campaigns or All but removed campaigns.
Conclude this topic by explaining the topic with reference to the figure given on the slide 7
for filter campaigns.
© APTECH LIMITED
Slide 8
Let us understand changing Campaign Settings.
 Changing Campaign Settings
• For every ad campaign that is designed, one can control the

amount spent on clicks or conversions and which geographical
locations and network ads should display.
• Campaign settings consist of budget, bidding options and
y
adjustments, network, campaign end date, location targeting,
nl
and other settings which impact the complete campaign.
• Note that not all campaign settings are obtainable with each
O
type of campaign.
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Begin this slide 8 by discussing the Changing Campaign Settings. Tell students that for every
ad campaign that is designed, one can control the amount spent on clicks or conversions and
rU
which geographical locations and network ads should display. Campaign settings consist of
budget, bidding options and adjustments, network, campaign end date, location targeting,
and other settings which impact the complete campaign. The Students must note that not
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all campaign settings are obtainable with each type of campaign.
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Slides 9 and 10
Let us understand how to edit Campaign Settings.
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h
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 Editing Campaign Settings
 After creating a campaign, settings can be changed by performing

the following steps:
pt
o Click the Campaigns tab.

o Under All campaigns, click the campaign that needs to be edited.
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o Click the Settings tab.

o Edit next to the settings to change them.
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o Click Save after every change.
© APTECH LIMITED
y
nl
Editing your Campaign Settings
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Explain Editing Campaign Settings using slide 9. Tell students that after creating a campaign,
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settings can be changed by performing the following steps:
• Click the Campaigns tab
• Under All campaigns, click the campaign that needs to be edited
• Click the Settings tab
• Edit next to the settings to change them
• Click Save after every change
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Provide explanation by referring to figure given on slide 10 for Editing Campaign Settings.
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Slide 11
Let us understand settings for numerous campaigns simultaneously.
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h
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 Following are the steps to edit the settings for numerous campaigns
simultaneously:
1. Click the Campaigns tab.
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2. Click the Settings sub-tab.

3. Check the box beside all the campaigns that need to be changed.
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4. From the Edit menu, choose the attribute that need to be changed.
5. Mention the changes in the appearing box.
6. Click Make changes.
Fo
Continue this topic by telling the students the steps to edit the settings for numerous
campaigns simultaneously:
• Click the Campaigns tab.
• Click the Settings sub-tab.
• Check the box beside all the campaigns that need to be changed.
• From the Edit menu, choose the attribute that need to be changed.
• Mention the changes in the appearing box.
• Click Make changes.
© APTECH LIMITED
Slides 12 to 16
Let us understand about Creating a Campaign.
Creating a Campaign 1-5

 Following are the steps for creating a campaign:
1. Firstly, sign in to AdWords account.
2. Then, click the Create your first Campaign button on Campaigns tab. Refer
to following figure for the same.
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nl
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Creating a Campaign
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o
o
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Enter Campaign name and choose Campaign Type from the drop-down menu
Refer to following figure for Creating Campaign of Search Network with Display Select
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Creating Campaign of Search Network with Display Select

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pt

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o Choose the campaign type to use.
o Refer to following figure for Selecting Campaign Type.

Fo
Selecting Campaign Type

© APTECH LIMITED

o Select the options for the settings.
o Refer to following figure for Campaign Settings.
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nl
Campaign Settings
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o
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Refer to following figure for Choosing Bid Strategy.
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en
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Choosing Bid Strategy
o Click Save and continue.

h

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Tell students how can a campaign be created using slide 12, by referring figure given on the
slide and explaining the steps for creating a campaign:
pt
• Firstly, sign in to AdWords account.

• Then, click the Create your first Campaign button on Campaigns tab.
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Continue by telling students further steps for creating campaigns. Then refer to figure for
Creating Campaign of Search Network with Display Select on slide 13.
Fo
Tell students that choose the campaign type to use using slide 14. Provide detailed
explanation by referring to Figure for Selecting Campaign Type.
Tell students that select the options for the settings using slide 15. Provide detailed
explanation by referring to figure for Campaign Settings.
Provide students detailed explanation by referring to figure for Choosing Bid Strategy using
slide 16.
© APTECH LIMITED
Slide 17
Let us understand Creating of Ad Groups.
Creating Ad Groups 1-6

 Refer to following figure for creating ad groups.
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nl
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Creating Ad Groups
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Using this slide, provide explanation by referring to the figure for creating ad groups.
Slide 18
Let us understand steps to create Ad Groups.
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 Following are the steps to create an ad group:

o Sign in to the AdWords account.
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o After that, click the Campaigns tab.

h
o Under All campaigns, click campaign’s name for which the ad

group is needed to be added.
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o Then, click the Ad groups tab.

o Click the + AD GROUP button.
pt
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Continue this topic by telling students the steps to create an ad group using slide 18.
Fo
© APTECH LIMITED
Slide 19
Let us understand Settings in Creating Ad Groups.

o Refer to following figure for Settings in Creating Ad Groups.
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nl
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Settings in Creating Ad Group
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Give detailed explanation by referring to figure for Settings in Creating Ad Groups using slide
19.
Slide 20
Let us understand how to create ad group page.
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en

o On Create ad group
page that pops up,
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follow the
guidelines to
complete new ad
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group.
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o Click Save ad
group.
o Refer to figure for
pt
Creating Ad Group.
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Creating Ad Group
Continue the steps by telling students that on Create ad group page that pops up, they need
Fo
to follow the guidelines to complete new ad group using slide 20.
© APTECH LIMITED
Slide 21
Let us understand how to edit Ad Groups.

 Editing Ad Groups
• To alter ad group's name, click pencil icon.
• Refer to following figure for Editing Ad Groups.
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Editing Ad Groups
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Give details on editing ad groups with the help of figure provided using slide 21.
Slide 22
Let us understand batch editing of Ad Groups.
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 To ‘batch edit’, click checkbox to enable Edit button.

 Refer to following figure for Batch Editing Ad Groups.
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h
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Batch Editing Ad Groups

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Provide explanation on batch editing ad groups with the help of figure provided on slide 22.
Fo
© APTECH LIMITED
Slide 23
Let us understand about Managing Campaign.
Managing Campaign 1-2

 AdWords is structured into three layers design.
 Refer to Figure for three layers design of AdWords.
Account
Unique email and password

Billing information
Campaign Campaign
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Budget Settings Budget Settings
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Ad Group Ad Group Ad Group Ad Group
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Ads Ads Ads Ads
Keywords Keywords Keywords Keywords
Three Layers Design of AdWords
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Begin this slide by explaining students about managing campaign.
Ask:
AdWords is structured into how many layers design?
Expected response: Three layers design

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Appreciate their responses. Tell the students that AdWords is structured into three layers
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design. Provide details by referring to Figure for three layers design of AdWords as, Account,
Campaign and Ad Group using slide 23.
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Slide 24
Let us understand Organizing Account with Ad Groups.
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Managing Campaign 2-2
 Organizing Account with Ad Groups

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 To show ads that are important to the searches of people, bundle all the
associated ads together with linked keywords into an ad group.
rA
 In this way, all the associated ads can be displayed to users looking for
similar things.
 About AdWords Account Limits
Fo
 AdWords account has highest limits on areas such as maximum number of

keywords.
 Though it may be unnoticed, ensure that the limits are kept in mind while
planning the future advertising efforts.
Tell students about Organizing Account with Ad Groups. Further add that, to show ads that
are important to the searches of people, bundle all the associated ads together with linked
keywords into an ad group. In this way, all the associated ads can be displayed to users
looking for similar things.
© APTECH LIMITED
Continue telling students about AdWords Account Limits. Tell them that AdWords account
has highest limits on areas such as maximum number of keywords. Though it may be
unnoticed, ensure that the limits are kept in mind while planning the future advertising
efforts.
Slide 25
Let us understand about Testing Campaigns.
Testing Campaigns 1-3
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 A campaign draft allows making many alterations to a Search or Display
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Network campaign without impacting its performance.
 A campaign experiment allows verifying draft’s performance with the
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original campaign's performance.
 The results from experiments will aid in making good decisions and
increase ROI.
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 Campaign Drafts
• Drafts can be updated in the same way as in a normal campaign.

• At any point, one may leave and return to draft to make extra changes to
it, or can abandon the draft altogether.

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© APTECH LIMITED 25
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Using slide 25, give details on testing campaigns.Tell students that a campaign draft allows
making many alterations to a Search or Display Network campaign without impacting its
en
performance. Campaign experiment allows verifying draft’s performance with the original
campaign's performance. The results from experiments will aid in making good decisions
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and increase ROI.
Continue further by telling them about campaign drafts that drafts can be updated in the
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same way as in a normal campaign. At any point, one may leave and return to draft to make
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extra changes to it, or can abandon the draft altogether.
Slide 26
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Let us understand Setting up a Campaign draft.

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Fo
 Setting up a campaign draft

o Click the Campaigns tab and choose a campaign name.
o Click the Draft drop-down and select Create new.
o Enter a name for the draft and click Create.
o The new draft will be opened.
o Any alterations made to the draft will be automatically saved.
 Campaign draft status
o To observe drafts table, click All drafts from the menu which is on the left.
o Every draft in the drafts table must have a corresponding status fixed to it, which can be
seen in the ’Status’ column.
© APTECH LIMITED
Using this slide, give details on setting up a campaign draft. Tell students that steps to be
followed for the same are:
• Click the Campaigns tab and choose a campaign name.
• Click the Draft drop-down and select Create new.
• Enter a name for the draft and click Create.
• The new draft will be opened. Any alterations made to the draft will be automatically
saved.
Continue explaining the campaign draft status. Tell students that in order to observe drafts
table, click All drafts from the menu which is on the left. Every draft in the drafts table must
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have a corresponding status fixed to it, which can be seen in the ’Status’ column.
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Slide 27
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Let us understand about Campaign Experiments.
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 Campaign Experiments

o
Setting up a campaign experiment
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Click All drafts and click draft’s name that has to be edited.
Click the Apply button and select Run an experiment.
Enter a name for experiment.
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o Selecta start date for the experiment.
o Enter a percentage of the traffic of the original campaign that has to be assigned to the
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experiment.
o Click Create to complete creating the experiment.
 Campaign experiment status
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o To see the experiments table, click All experiments. Every experiment in ‘All experiments’ table
must have a corresponding status fixed to it that can be found in the ‘Status’ column.
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Using this slide, give details on campaign experiments. Tell students that follow the steps for
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setting up a campaign experiments.
Continue explaining the students about Campaign experiment status. To see the
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experiments table, they need to click All experiments. Every experiment in ‘All experiments’
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table must have a corresponding status fixed to it that can be found in the ‘Status’ column.
Fo
© APTECH LIMITED
Slides 28 to 30
Summary 1-3
 A campaign is a collection of associated ad groups that is used to
manage categories of services or products on offer.
 The AdWords account may have one or more ad campaigns running.
 Separate ad campaigns can be made to manage ads in various locations
or using different budgets.
 For every ad campaign that is made, there should be a control
y
spending on clicks and conversions, which geographical locations and
networks the ads should be displayed on.
nl
 Campaign settings consist of the budget, bidding options and
adjustments, networks, campaign end date, location targeting, and
other settings which affect an entire campaign.
O
se
Summary 2-3


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A campaign's status influences all ads and ad groups.
The campaign type explains where customers will see ads.
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 The campaign subtype explains which options and settings are available.
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 Campaign types revolve around Google's advertising networks.

 Within an AdWords campaign, an ad group allows managing the default
bids and status for one or more associated ads and their shared set of
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keywords.
 AdWords is managed into three layers: account, campaigns, and ad
h
groups.
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pt
Summary 3-3
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 Managing account enables users to serve the appropriate ads to the

appropriate customers.
 A group of ad groups forms a campaign.
Fo
 A campaign draft allows preparing numerous changes to a Search or

Display Network campaign devoid of impacting its performance.
 A campaign experiment allows testing the draft’s performance with the
original campaign's performance.
 AdWords Campaign Experiments lets testing alterations to the account
on a part of the auctions which the ads participate in.
 Campaign drafts differ from drafts that are made in AdWords Editor.
© APTECH LIMITED
in brief:
 A campaign is a collection of associated ad groups that is used to manage categories

of services or products on offer.
 The AdWords account may have one or more ad campaigns running.
 Separate ad campaigns can be made to manage ads in various locations or using
different budgets.
 For every ad campaign that is made, there should be a control spending on clicks and
conversions, which geographical locations and networks the ads should be displayed
y
on.
 Campaign settings consist of the budget, bidding options and adjustments, networks,
nl
campaign end date, location targeting, and other settings which affect an entire
O
campaign.
 A campaign's status influences all ads and ad groups.
 The campaign type explains where customers will see ads.
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 The campaign subtype explains which options and settings are available.
 Campaign types revolve around Google's advertising networks.
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 Within an AdWords campaign, an ad group allows managing the default bids and
status for one or more associated ads and their shared set of keywords.
 AdWords is managed into three layers: account, campaigns, and ad groups.
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 Managing account enables users to serve the appropriate ads to the appropriate
customers.
en
 A group of ad groups forms a campaign.

 A campaign draft allows preparing numerous changes to a Search or Display Network
campaign devoid of impacting its performance.
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 A campaign experiment allows testing the draft’s performance with the original
campaign's performance.
h
 AdWords Campaign Experiments lets testing alterations to the account on a part of

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the auctions which the ads participate in.

 Campaign drafts differ from drafts that are made in AdWords Editor.
pt
rA

Fo
© APTECH LIMITED
Session 04: AdWords Formats and

Guidelines
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session objectives.
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4.1.1 Objectives
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 Explain various ad formats in AdWords
 Identify guidelines of creating ads
 Identify how to create dynamic display ads

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en
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h
Tips:
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between the class.
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In-Class Activities
rA

Fo

© APTECH LIMITED
Slide 2
Objectives

 Explain various ad formats in AdWords
 Identify guidelines of creating ads
 Identify how to create dynamic display ads
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Online Advertising Using Google AdWords © APTECH LIMITED
2
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Slide 3
Let us understand Google AdWords display formats.
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Introduction
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 The ads in Google AdWords can be displayed on a Web page in

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various formats.
 They could be text ads, images, videos, or any other media.
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 There are various methods available to display an ad on a Web

page.
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 It could be a simple text message that describes the product or it

could be some text along with an image of the product.
pt
rA
Explain Google AdWords formats to the class.

Ask:
Fo
How many of you have heard about Google AdWords?

Say that the ads in Google AdWords can be displayed on a Web page in various formats.
They could be text ads, images, videos, or any other media.
Tell them that there are various methods available to display an ad on a Web page.
It could be a simple text message that describes the product or it could be some text along
with an image of the product.
© APTECH LIMITED
Further add by telling that it also could be an animated image of the product or some other
media using which the ad is displayed.
All AdWords advertisings must meet the basic requirement to represent the advertiser’s site
clearly and accurately.
Slide 4
Let us understand about Ad Formats.
Ad Formats 1-3
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The text ads are example of only one type of ad format that can be
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created with AdWords.
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There are many types of ad formats that can be used to promote
products and services.
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Every ad format has its own advantages.
Various types of ads can be run from same AdWords account and
from the same campaign.

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Explain the Ad Formats. Tell the students the text ads are example of only one type of ad
format that can be created with AdWords. There are many types of ad formats that can be
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used to promote products and services such as image ads, video ads, and digital, or app
content ads.
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Add to the discussion that every ad format has its own advantages, whether it is the
simplicity and affordability of running a text ad or the colorful video ad. Various types of ads
can be run from the same AdWords account as well as in some cases, from the same
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campaign.
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Slide 5
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Let us understand about campaign types and Ad formats.

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Ad Formats 2-3
Fo
 Campaign Types and Ad Formats

• The ad formats depend on types of campaign.
 Mobile Ads and Campaigns
• Some campaign types just display ads on mobile.
 Following are the steps to choose an ad format:
1. Choose the campaign and ad group in which the new ad is to be created.
2. Click the Ads tab and then click + Ad drop-down button.
3. Select the desired format of ad to create and follow instructions which are listed for that
ad format.
4. Click Save.

5
© APTECH LIMITED
Proceed further by explaining campaign types and ad formats that the ad formats depend
on the types and subtypes of campaign.
Explain in details on Mobile Ads and Campaigns that some campaign types just display ads
on mobile, including, app promotion campaigns or call-only campaigns.
Continue with the steps to choose an ad format.
Slide 6
Let us understand about Tips for Creating Effective Ads.
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Ad Formats 3-3
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 Tips for Creating Effective Display Ads
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Following tips will help in achieving the same:
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Experiment with
Use text, color, and
different content Create personalized
image schemes
designs and display custom images.
effectively.
ad types.
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6
Conclude this topic by discussing Tips for Creating Effective Display Ads. Explain that if
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anybody is new to designing image-based display ads or prefer to enhance display ad

performance, following tips will help in achieving the same: Use text, color, and image
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schemes effectively. Experiment with different content designs and display ad types. Utilize
templates within the Ad gallery. Create personalized custom images. Create display ads that
are based on the existing text ads.
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Slide 7
Let us understand the steps to create Text Ad.
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Creating Ads of Different Formats 1-8

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 Creating a Text Ad
• Sign in to your AdWords account.
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• Then, click the Campaigns tab.

• Select the campaign in the left menu in order to add the new text ad to.
• Click the Ads tab.
• To select ‘Text ad’, click + Ad.

7
Begin this slide by explaining about creating ads of different formats. Explain the steps about
how to create a Text Ad.
© APTECH LIMITED
Slide 8
Let us understand adding ad in campaign tab.
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se
8
Tell students to refer to figure given on the slide for adding ad in Campaign tab.
Slide 9
Let us understand adding of a new text ad.
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 Click Choose to select ad group to add the new text ad.

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h
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pt
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9
Continue this topic by telling students to click choose to select ad group to add the new text
ad. Also tell them to refer to figure for adding ad to Ad Group.
Fo
© APTECH LIMITED
Slide 10
Let us understand editing of text ads.
 Select the Switch to go back to the standard text ads.

 Type headline, display URL, short description, and landing page URL. The ad will emerge
immediately in ‘Ad preview’.
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nl
O
se
10
Tell students to select the Switch to go back to the standard text ads. Type headline, display
URL, short description, and landing page URL. The ad will emerge immediately in ‘Ad
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preview’. Refer to figure for detailed explanation about inserting ad content.
Slide 11
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Let us understand step to create Text Ad.
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 Creating a Text Ad
• Sign in to your AdWords account.
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• Then, click the Campaigns tab.

• Select the campaign in the left menu in order to add the new text ad to.
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• To select ‘Text ad’, click + Ad.
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11
Fo
By using slide 11, tell students that finally, click Save ad to save the final ad. Continue further
by explaining about creating image ads. Tell them that for creating image ad, advertiser
needs to confirm that ad campaign has opted to be a part of Google Display Network. Then,
image ad is created by clicking the Ads tab of the ad group. Select New ad drop-down list. If
the image for the ad is already available, then select Image ad from the drop-down list.
AdWords will prompt the advertiser to upload the image at this point and also specify the
destination URL for this ad.
© APTECH LIMITED
Slide 12
Let us understand about HTML5 Ads.
 HTML5 Ads
These can be created by following tools:
• Double Click Studio: ads can be built by richmediagallery.com template database.
• AdWords Ad gallery: Light box ad can be created using the available HTML5 templates.
• Google Web Designer: This can be downloaded for building ads for Google Display
Network campaigns.
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12
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Using slide 12 discuss about HTML5 Ads. Tell students that HTML5 ads can be created by any
of the following free tools from the Google:
built with the help of richmediagallery.com template database. rU

Double Click Studio: A wide range of HTML5 templates can be browsed and the ads can be
AdWords Ad gallery: Light box ad can be created using the available HTML5 templates. One
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can also custom the ad ideas that are based on the style and content of Web site.
Google Web Designer: This free HTML5 authoring tool can be downloaded for building ads
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for the Google Display Network campaigns.
Slide 13
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Let us understand about different Ad formats.

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 Video Ad Formats
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• Compelling video ads can be designed in AdWords with TrueView ad formats.

• There are many video ad formats to select from in AdWords.
• Thus, is relevant to know targeted audience.
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Fo
Using the slide 13 discuss about Video Ad Formats. Tell students that compelling video ads
can be designed in AdWords with TrueView ad formats. Charges will be only when users click
to watch the video or there is no charge. There are many video ad formats to select from in
AdWords and each of these offer unique chances for drawing the attention of the customers
with the creative messages. That is why it is relevant to know targeted audience as well as
think a best way to reach them.
© APTECH LIMITED
Slide 14
Let us understand creating Ads of different formats.
 Mobile Ads
• The ad formats designed to appear on mobile phones are known as mobile ads.
• Mobile image ads can appear only on the Mobile Display Network.
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nl
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se
14
Conclude this topic by discussing about Mobile Ads. Tell students that the ad formats
specifically designed to appear on mobile phones are known as mobile ads. When the users
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are browsing for information using the mobile, Google Web site, or Google Mobile Display
Network, the mobile ads appear on these sites. It must be noted that the mobile image ads
can appear only on the Mobile Display Network.
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Slide 15
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Let us understand creating of Dynamic Display Ads.

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Creating Dynamic Display Ads 1-6

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 The steps to create dynamic ads:

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• Click Campaigns at the top of your screen.

• On the All campaigns page, choose your dynamic remarketing campaign.
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• Click the + Ad drop-down menu and choose Ad gallery.

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Fo
Begin creating dynamics display ads. Continue by telling students the steps to create
dynamic ads.
© APTECH LIMITED
Slide 16
Let us understand about ad gallery.
Select ad gallery
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se
16
Explain the students by referring to figure for how to select ad gallery.
Slide 17
Let us understand selecting Dynamic ads.
rU
te
en
o Select Dynamic ads, then click Create.

C
h
ec
pt
rA

17
Tell students that select Dynamic ads, then click Create. Explain them by referring to figure
for how dynamic ads are selected.
Fo
© APTECH LIMITED
Slides 18 and 19
Let us understand selecting of Image or text ads.

o Select text or image ads and then click Create.
o Refer to figures for creating and selecting dynamic ads, respectively.
y
nl
O
Creating Dynamic Ads Selecting Dynamic Ads
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18

rU
If image ads is selected, go to Layouts and select Let AdWords
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automatically pick from preferred layouts or Select one AdWords
layout.
en
 Click Save and preview.

C
h
ec

19
Tell students that select text or image ads and then click Create. Explain further by referring
pt
to figures for creating and selecting dynamic ads, respectively.

rA
Tell students that if image ads is selected, go to Layouts and select Let AdWords
automatically pick from preferred layouts or Select one AdWords layout. Click Save and
preview.
Fo
© APTECH LIMITED
Slide 20
Let us understand layout of dynamic ads.
y
nl
O
se
20
Explain students by referring to figure for selecting layout of dynamic ads.
Slide 21
Let us understand Ad Guidelines and best practices.
rU
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Ad Guidelines and Best Practices 1-4
en
 Text Ad Guidelines and Best Practices

• Text ad policies are classified into three categories.
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Editorial and format Character limit

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Prices, discounts, and free offers Punctuation and symbols

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Content Link
pt
rA

21
Begin this slide by explaining students about Text Ad Guidelines and Best Practices.
Tell them that text ad policies of AdWords are broadly classified into three categories:
Fo
editorial and format, content, and link.
© APTECH LIMITED
Slide 22
Let us understand about Image Ad Guidelines.
 Image Ad Guidelines and Best Practices

Image advertising is similar to text ads Images must be clear and accurate
Advertising messages should be well aligned Effective offline advertising will improve
chances for effective online advertising
Ad text to be simple and effective Catching client’s attention
y
Multiple ad campaigns or multi-frame ads Use specific call-to-action
nl
Display URL should appear prominently Pricing information
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Ads to lead to relevant landing page Effective use of capitalization
Encourage a sense of urgency Keep it simple

se
22
Begin this slide by explaining about Image Ad Guidelines and Best Practices. Tell students
that Image advertising is similar to text ads. Images must be clear and accurate. All the
rU
advertising messages used should be well aligned. Effective offline advertising will improve
chances for effective online advertising. The ad text must be simple and effective. Catching
client’s attention is an important task. Multiple ad campaigns or multi-frame ads. Use
te
appropriate and specific call-to-action. Display URL should appear prominently. Pricing
information. Ads should lead to a relevant landing page. Effective use of capitalization.
en
Encourage a sense of urgency for time-sensitive pricing or offers. Keep it simple.

C
Slide 23
Let us understand about Video Ad Guidelines.
h
ec

pt
 Video Ad Guidelines and Best Practices
Maintain freshness Bid by impression

rA
Use negative keywords and exclusions Emphasize on interaction rates

Fo
Geo-targeting Placement targeting
Keyword-targeted campaign Target cost-per-play price

23
Begin this slide by explaining about Video Ad Guidelines and Best Practices. Tell students
that Maintain the freshness of the campaign. Bid by impression instead by click. Use
negative keywords and exclusions in the CPC campaigns. Emphasize on interaction rates
instead of CTR or CPC. Geo-targeting. Placement targeting. Keyword-targeted campaign.
Target cost-per-play price.
© APTECH LIMITED
Slide 24
Let us understand about Mobile Ad Guidelines.
 Mobile Ad Guidelines and Best Practices
Timely Start Firm Start
Device Specific Ad Different Choice of Keywords
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Attractive Punch Lines Emphasize a Necessity
nl
Be Present Where Customer Is Domain for Valuable Demographics
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Measure Results Perfection
se
24
Begin this slide by explaining about Mobile Ad Guidelines and Best Practices. Tell students
about Timely Start. Firm Start. Device Specific Ad for Improved Performance. Different
rU
Choice of Keywords. Attractive Punch Lines. Emphasize a Necessity. Be Present Where Your
Customer Is. Domain for Valuable Demographics. Measure Results. Perfection is achieved
through Exercise.
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Slides 25 to 28
en

C
Summary 1-4
h
 The ads in the Google AdWords might be displayed in various formats on a

ec
Web page.
 For displaying ads on Web pages, there are many methods available.
 All AdWords advertisings must meet the primary requirement for
pt
representing the advertiser’s site accurately and clearly.

 Ad extensions are extensively used type of ad format which exhibit
rA
additional information regarding the advertiser’s business or products.

 The automated system of Google shows the details regarding the advertiser
for making the search narrower.
 Google Shopping ads are generally unrecognized as ad formats.
Fo
© APTECH LIMITED
Summary 2-4
 Every ad format consists of its own benefits, whether it is the affordability

and ease of running a text ad or colorful storytelling that comes with the
video.
 It is possible to run various types of ads from the same AdWords account or
from the same campaign in some cases.
 The ad formats depend on the campaign type that are available.
 There are some campaigns types that show ads on mobile only, such as app
y
promotion campaigns as well as call-only campaigns.
nl
O
se
Summary 3-4


business, and clickable link to Web site. rU
Every text ad consists of a headline, some lines of text explaining describing your
The AdWords image ads use animated or static graphics, including the text for the
te
presentation of the ads.
 Google AdWords checks whether the image ads is conforming to the advertising
policies which are set by Google and then only approves them.
en
 Image ads grab the attention of the people across the Google Display Network’s 2
million apps and Web sites.
 AdWords provides many ways for creating image ads.
C
 On a Web site, publishing a video is one of the most preferable ways to reach the
audience who are acquainted with viewing the ads in video format.
h

ec
pt
Summary 4-4
rA
 In AdWords, compelling video ads can be created using TrueView ad

formats.
 There are many video ad formats in AdWords to choose from. Every video
Fo
provides special opportunities to be able to attract customers through

creative messages.
 Mobile ads are the ad formats that are particularly designed to appear on
the mobile phones.
 The large variety of media that is available on the mobile devices implies
that the ads can be displayed in various different formats.
 Create vibrant display ads - image, text, HTML5 – for showcasing services or
products from feed.
© APTECH LIMITED
in brief:
 The ads in the Google AdWords might be displayed in various formats on a Web
page.
 For displaying ads on Web pages, there are many methods available.
 All AdWords advertisings must meet the primary requirement for representing the
advertiser’s site accurately and clearly.
 Ad extensions are extensively used type of ad format which exhibit additional
information regarding the advertiser’s business or products.
 The automated system of Google shows the details regarding the advertiser for
y
making the search narrower.
nl
 Google Shopping ads are generally unrecognized as ad formats.
O
 Every ad format consists of its own benefits, whether it is the affordability and ease
of running a text ad or colorful storytelling that comes with the video.
 It is possible to run various types of ads from the same AdWords account or from the
se
same campaign in some cases.
 The ad formats depend on the campaign type that are available.
rU
 There are some campaigns types that show ads on mobile only, such as app
promotion campaigns as well as call-only campaigns.
 Every text ad consists of a headline, some lines of text explaining describing your
te
business, and clickable link to Web site.
 The AdWords image ads use animated or static graphics, including the text for the
en
presentation of the ads.

 Google AdWords checks whether the image ads is conforming to the advertising
policies which are set by Google and then only approves them.
C
 Image ads grab the attention of the people across the Google Display Network’s 2
million apps and Web sites.
h
 AdWords provides many ways for creating image ads.

 On a Web site, publishing a video is one of the most preferable ways to reach the
ec
audience who are acquainted with viewing the ads in video format.
 In AdWords, compelling video ads can be created using TrueView ad formats.
pt
 There are many video ad formats in AdWords to choose from. Every video provides
special opportunities to be able to attract customers through creative messages.
rA
 Mobile ads are the ad formats that are particularly designed to appear on the mobile
phones.
 The large variety of media that is available on the mobile devices implies that the ads
Fo
can be displayed in various different formats.

 Create vibrant display ads - image, text, HTML5 – for showcasing services or products
from feed.

© APTECH LIMITED
Session 05: AdWords Ad Placement and

Targeting
y
session objectives.
nl
5.1.1 Objectives
O
se
 Explain ad placements Web sites
 Describe target ads based on locations

 rU
Explain how to apply language targeting
Explain how to diagnose and fix placement issues

te
en
C
h
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Tips:
pt
between the class.

rA
In-Class Activities

Fo

© APTECH LIMITED
Slide 2
Objectives

 Explain ad placements Web sites
 Describe target ads based on locations
 Explain how to apply language targeting
y
 Explain how to diagnose and fix placement issues
nl
O
2
se
Slide 3
Let us understand about AdWords Ad Placement and Targeting.
rU
te
Introduction
en
For each advertising campaign, a company can choose to

C
target their ads at particular languages and locations in

addition to the budget and other settings. Advertisers are
recommended to target only the languages and locations
h
that are relevant to their business.

ec
pt
rA

3
Explain advertising campaigns are to students.

Fo
Ask:
How many of them have heard of advertising campaigns?

Say that for each advertising campaign, a company can choose to target their ads at
particular languages and locations in addition to the budget and other settings.
© APTECH LIMITED
Slide 4
Let us understand Ad placements on Web sites.
Ad Placements on Web sites 1-4
 Displaying ads on Google Display Network (GDN) enables users to view these
ads while they are browsing Web sites, apps, and videos.
 Targeting a specific topic enables one to add AdWords ads to pages on a Web
site which are relevant to the topic.
• Topic targeting can be combined with single placements.
y
• One can also combine topic targeting with keyword targeting. Keyword targeting is
selecting keywords that would enable the ad to be displayed.
nl
O
4
se
Explain Ad placements and Google Display Network (GDN).
Ask:
How is it helpful to display ads in the GDN?
rU
te
Expected response
Users can view the ads while they are browsing the sites. Appreciate the responses with
en
pleasing words.
C
Slide 5
Let us understand about copying other ad group to GDN.
h
ec
 After you setup topics for one ad group, the topics can be copied to other ad groups in the
pt
Display Network only campaigns. To start, copy the topics which are needed and paste them
into a new ad group.
rA
Fo

5
Continue with how topics can be copied to other ad groups in the Display Network only
campaigns. Explain the steps to copy the topics from one ad group and paste them to
another ad group.
© APTECH LIMITED
Slides 6 and 7
Let us understand about displaying ads to users.
 One must ensure to understand how ads can be displayed to users in a

specific location using specific sites or devices within a time range.
 Following are the best practices for placement targeting:
• Use relevant keywords
• Use the keywords to refine the targeting of ads on placements.
y
• Create a keyword-only ad group.
• Create an ad group with placements only ads.
nl
• Identify the target audience of the advertisements.
O
6
se

rU
Consider the sites the target audience will most likely visit.
te
 Identify and choose sites that allow these ad formats in their placements.
 Raise the managed placement default bid.
en
 Use placement diagnosis to identify whether the display ad is running on particular Display
Network placements.
C
h
ec

7
Using slides 6 and 7, explain to the students how placing an ad in the right position can be of
pt
great advantage to the advertiser. To do this one must make sure to understand how ads can
be displayed to users in specific locations.
rA
Continue with the best practices to be followed for placement targeting.

Fo
© APTECH LIMITED
Slide 8
Let us understand location Targeting.
Targeting Ads to Geographic Locations 1-5
 AdWords location targeting enables ads to be displayed in the geographic locations of the
selected countries, particular areas of a country, an area/radius around a location, or for
location groups.
y
nl
O
8
se
Explain to the students what location targeting is.
Ask:
What else can location targeting achieve? rU
te
Expected Response:
Location targeting enables to focus advertising on the areas where the right set of users will
en
be found and restrict it in areas where no users may be found. This could help increase the
ROI.
Continue with explaining the steps to setup location targeting. Appreciate the responses by
C
the students.
h
Slide 9
ec
Let us understand tips for choosing right locations.

pt

rA
Following are some tips for choosing the

right locations/areas for a business:
Ensure to target the locations where the users are, as

Fo
this may not be the same place where the business is

located.
Ads may or may not be displayed occasionally on

targeting a small radius. This happens as small targets
might not meet the targeting criteria.
Keep the language and location targeting settings

consistent.

9
Continue the session with explaining the points to be kept in mind while choosing the right
locations or areas for a business.
© APTECH LIMITED
Slide 10
Let us understand about wrong location.
It is important that an ad is not displayed in the wrong location. The

Location Exclusion feature can ensure that an ad can be prevented
y
from being displayed in certain parts of the targeted locations.
nl
O
10
se
Explain to the students how crucial it is for an ad to not be displayed in the wrong location.
Ask
rU
How do they think one can prevent ads from being displayed in a wrong location?
te
Expected Response
en
There is a feature called as Location exclusion feature which can ensure that an ad is not
displayed in a wrong location.
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Continue with explaining the steps to setup location targeting.
Appreciate the responses provided by the students.

h
ec
pt
rA
Fo
© APTECH LIMITED
Slide 11
Let us understand about radius of targeting locations.
 On targeting a radius, the list of locations available within the radius is displayed. This is also
known as ’Locations within this target’.
y
nl
O
11
se
Continue the session with explaining how on targeting a radius the list of locations available
within a radius is displayed. Explain to the students the steps to be followed for targeting a
radius.
Slide 12
rU
te
Let us understand about Location option.
en

C
 Location options enables one to include or exclude users based on

where they may be physically present or the places they may be
h
interested in. Advanced advertisers can use these options to

restrict their ads to be displayed only in locations where users are
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present or locations of interest, instead of using the default setting

to display the ads in both the locations.
pt
 By default, you will be able to reach users who may be physically

present in the targeted areas as well as users who have expressed
interest in the targeted areas. Users can express interest through
rA
their searches.

12
Fo
Explain to the students about the location options to include or exclude users based on
where they may be physically present or the places they may be interested in.
Tell the students on defining the location targeting and location exclusion settings, one may
want to refine the traffic even more. List out the Advanced location targeting options.
© APTECH LIMITED
Slide 13
Let us understand about Language targeting.
Language Targeting 1-3
 The ads need to appear to users who can understand them. Ads can be enabled to appear for
users using Google products and third-party Web sites in the languages that the campaign
targets. This ensures that the ads appear on sites that are in the language of the users who
need to be reached.
y
nl
O
13
se
Explain to the students the importance of language targeting.
Slides 14 and 15
Let us understand about selecting language.
rU
te
en
C
Language targeting enables one to select the language of the

sites where the ads are likely to appear.
h
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It is helpful to target all languages, if the intention is not to

display ads to users who speak a certain language only. This
helps one to reach users who speak more than one language.
pt
rA

14
Fo
© APTECH LIMITED
 Every Google domain has a default language in which the site appears.
 The default language can be modified using the Settings link on the Google homepage.
y
nl
O
15
Explain to the students the advantages of using language targeting. Explain to the students
se
the steps to setup language targeting.
Continue the session with explaining that every Google domain has a default language in
rU
which the site appears. For example, Google.com automatically is displayed in English,
Google.fr displayed in French, Google.cn displayed in Chinese, and so on.
te
Slide 16
Let us understand about Fixing Placement Issues.
en
Fixing Placement Issues

C
 Sometimes an ad may not be displayed on Web sites or other placements specified or may be
h
displayed in unexpected locations. If the ad is not appropriately displayed, conducting a

placement diagnosis can answer why the ad is not being displayed and can give instructions
ec
to improve the performance.

pt
rA
Fo

16
Explain to the students that by fixing placement issues one can resolve the problem of an ad
being displayed in the wrong location. Also list the campaign types or marketing objectives
to be used to fix placement issues.
© APTECH LIMITED
Slides 17 and 18
Summary 1-2
 One can decide to target ads with specific languages and locations along with
the budget and other settings.
 It is recommended to target the languages and locations that are pertinent to
the business.
 The ideas for targeting and placement in Google AdWords are largely based
on the understanding of Google Network, search targeting on the Google
y
Network, and ad placements on Google Network.
nl
 Use any one of the marketing objectives or campaign types to target topics.
 AdWords location targeting enables the ads to be displayed in the geographic
O
locations specified. For example, countries, areas/regions within a country, an
area/radius around a location, or location groups.

17
se
Summary 2-2

rU
Location targeting enables one to focus advertising on areas where the right
te
users are located, as well as restrict certain areas.
 It is crucial for ads to appear at the right place at the right time.
en
 Location options enables one to include or exclude users based on where

they may be present or the places in which they are interested.
 Language targeting enables one to specify the language of the sites where the
C
ads should be displayed.

h
ec

18
pt
Using slides 17 and 18, summarize the key points of this session. Explain the following points
in brief:
rA
 One can decide to target ads with specific languages and locations along with the
budget and other settings.
Fo
 It is recommended to target the languages and locations that are pertinent to the
business.
 The ideas for targeting and placement in Google AdWords are largely based on the
understanding of Google Network, search targeting on the Google Network, and ad
placements on Google Network.
 Use any one of the marketing objectives or campaign types to target topics.
 AdWords location targeting enables the ads to be displayed in the geographic
locations specified. For example, countries, areas/regions within a country, an
area/radius around a location, or location groups.
 Location targeting enables one to focus advertising on areas where the right users
are located, as well as restrict certain areas.
© APTECH LIMITED
 It is crucial for ads to appear at the right place at the right time.
 Location options enables one to include or exclude users based on where they may
be present or the places in which they are interested.
 Language targeting enables one to specify the language of the sites where the ads
should be displayed.
y
nl
O
se
rU
te
en
C
h
ec
pt
rA
Fo
© APTECH LIMITED
Session 06: AdWords Cost Management

session objectives.
6.1.1 Objectives
y
nl
O
 Explain how to manage Campaign budgets
 Explain how to apply bid strategies
se
 Explain how to Manage billing

rU
te
en
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Tips:
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between the class.

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In-Class Activities
pt

rA

Fo
© APTECH LIMITED
Slide 2
Objectives

 Explain how to manage Campaign budgets
 Explain how to apply bid strategies
 Explain how to Manage billing
y
nl
O
se

rU
te
Slide 3
Let us understand AdWords budget and bid.
en
Introduction
C
 AdWords budget encourages users to maintain the advertising

expenses under control.
h
 AdWords bid identifies the location and timing for the ad to

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appear.
 While planning a vacation, you know how important it is to set a
limit on your expenses while considering the unexpected.
pt
 Similarly, AdWords allow users to set daily expenses for their

campaigns with an option to modify them at any time.
rA
Fo
Explain and define AdWords budget and bid to the students.
© APTECH LIMITED
Slide 4
Let us understand the setting and Managing Budgets.
Setting and Managing Budgets 1-2
The AdWords system provides the advertiser with all the options necessary to set up and manage budgets.
They can set up their own budget, choosing the amount to spend each day, or can view and use the
system recommended budget on the Settings tab of the ad campaign.
The campaign settings chosen apply to all the ads within the same campaign.
y
nl
The type of campaign selected by the user identifies the settings that are available.
O
Similar to AdWords Bids, setting up and managing AdWords budgets is also very straightforward.
se
Explain to the students that the AdWords system provides the advertiser with all the options
necessary to set up and manage budgets. They can set up their own budget, choosing the
rU
amount to spend each day, or can view and use the system recommended budget on the
Settings tab of the ad campaign. The campaign settings chosen apply to all the ads within
the same campaign. The type of campaign selected by the user identifies the settings that
te
are available.
en
Explain that similar to AdWords Bids, setting up and managing AdWords budgets is also very
straightforward. Use the following example to convey the idea to the students:
C
Google provides advertisers with a recommended daily budget for each ad campaign. This
recommendation tries to ensure that the ad for the advertiser’s keywords appear as
h
frequently as possible. The recommended budget contains a detailed budget analysis. It is

ec
based on the ad campaign performance for the last 15 days. The budget allows advertisers
to estimate how the new budget affects ad impressions. The new budget amount may vary
pt
as it takes into consideration this performance, the current budget, keyword list, and
targeting settings.
rA
Fo
© APTECH LIMITED
Slide 5
Let us understand the steps to conclude a budget.
Setting and Managing Budgets 2-2
The recommended steps to calculate a budget are as follows:
Determine the total potential impressions
Compare potential impressions with recent

performance and costs
y
nl
Combine daily estimates
O
Moderate recommended amounts to allow
for testing
se
After explaining bids and budgets in the class, provide the steps to calculate the budget and
explain that if the budget is high, it can increase the number of times the ad is displayed,
rU
which may result in more clicks and conversions. However, advertisers are always in control
of their AdWords account and the recommended budgets are optional.
te
Slide 6
Let us understand about deciding daily budget.
en
Deciding Daily Budget

C
 Using AdWords allows selecting a daily  The following example explains how to obtain
budget for each campaign depending on the the budget per day if you have an advertising
h
advertising goals and the basic cost one is

willing to spend each day. budget on a monthly basis.
ec
 Consider your CPC is $0.10 on average and  Consider your monthly budget for advertising
you are expecting around 200 clicks per day.
You might budget $20 per day. You will is $608. To calculate your daily budget, divide
calculate your daily budget as follows: $608 by 30.4 and you get a daily budget of
$20. You will figure out your daily budget as
follows:
pt
 CPC x Clicks per day = Daily Monthly budget / Average number

budget of days per month = Daily budget
rA
 $0.10 x 200 = $20 per day

608 / 30.4 = $20 per day
Fo
Demonstrate to the students how to decide the daily budget using the examples given on
the slide. Explain that one can also allocate shared budgets, which allows to share the
budget across multiple campaigns.
© APTECH LIMITED
Slide 7
Let us understand about budget changes.
Budget Changes
 Following table shows how the budget is affected depending on the time or frequency of the
modification:
Frequency How the budget is affected

Mid-day If the budget is modified around noon time, an extra 50% of the new daily budget is
spent in the afternoon. Thus, the total expense for the day could be slightly more
than the daily budgets allocated for that day.
y
Multiple times a An account is charged depending on the maximum daily budget selected for that
day day.
nl
Mid-month An account is charged for the month based on:
New budget X the number of days remaining in the month + total amount used for
the campaign prior to the budget modification.
O
Multiple times a It is calculated similar to the one for changing the budget mid-month.
month
se
Explain to the students that any modifications made to the daily campaign budget are
reflected immediately in the account. Depending on when the budget is modified, the
rU
manner in which the campaign spends the budget can differ. Using the table in the slide,
explain how the budget is impacted depending on the time and frequency of the
modification.
te
Explain that though a user does not change the daily campaign budget intentionally, the
en
following still reflect as budget changes:

• Altering the campaign end date.
C
• Altering the delivery mode (standard delivery or accelerated delivery).

• Selecting a new time zone for the AdWords account.
h
Slide 8
ec
Let us understand setting a budget.

pt
Setting a Budget
rA
 Perform the following steps to set a daily budget for a new campaign:
Use the link https://AdWords.google.com to sign in to AdWords account.

Fo
Click the Campaigns tab. Click + Campaign and choose the campaign type to create.
On the Select campaign settings page, go to Budget section and provide a

daily budget or use a shared budget.
Finish or select other campaign settings and click Save and continue.
© APTECH LIMITED
Explain and demonstrate to the students how to set a daily budget for a new campaign using
the steps listed in the slide. Also, explain that with AdWords, users can alter their budget
field any number of times and at any time.
Explain to the students how to change the daily budget for a new campaign using the
following steps:
• In the Campaigns table, click the budget cell to edit.
• Enter a new campaign budget.
• Click Save.
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Slide 9
Let us understand practices for AdWords Budgets.
nl
O
Best Practices for AdWords Budgets
se
For Normal Accounts: For Managed Accounts on MDS:
 The daily budget is not equal to the total  Ensure that the accumulated monthly spend
account spend. The daily budget applies to for the MDS managed accounts do not exceed
individual campaigns only. the company’s approved credit line with


Monitor the bids carefully as they are the
primary way to control advertising spends.
rU
Advertisers may like to try different budgets
for their ad campaign. However, advertisers
may modify the daily budget for each


Google.
Be consistent with each managed account so
the end dates can be managed easily.
The start date of a new budget is, by default,
set to three days in the future. If necessary,
te
campaign a maximum of ten times in a single update the start date.
day.
 Start dates for new budgets cannot overlap
 Optimize the ad campaign to control with other budgets that may have been set up
advertising spend. for the managed account. This is especially
en
important for accounts that are currently on

credit terms with monthly budgets.

C
Explain to the students that similar to AdWords bidding, AdWords budgets can help in
optimizing an ad campaign. It also allows an advertiser to have more control over their
h
marketing costs.
ec
Some best practices that advertisers can follow when using AdWords Budgets are as follows:
For Normal Accounts:
pt
• The daily budget is not equal to the total account spend. The daily budget applies to
individual campaigns only.
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• Monitor the bids carefully as they are the primary way to control advertising spends.
• Advertisers may like to try different budgets for their ad campaign. However, advertisers
may modify the daily budget for each campaign a maximum of ten times in a single day.
Fo
• Optimize the ad campaign to control advertising spend. If the budget limit is reached
before the end of the day, optimize the ads and keywords to ensure that the ads receive
more targeted traffic and displays throughout the day.
For Managed Accounts on MDS:

• Ensure that the accumulated monthly spend for the MDS managed accounts do not
exceed the company’s approved credit line with Google. Contact Google to know the
credit line.
• It is possible to create as many budgets as required for each managed account. The
duration of each budget can vary - monthly, quarterly, yearly, and so on. Be consistent
with each managed account so the end dates can be managed easily.
© APTECH LIMITED
• The start date of a new budget is, by default, set to three days in the future. For example,
if a budget is created on January 19, the start date is automatically set as January 22. If
necessary, update the start date.
• Start dates for new budgets cannot overlap with other budgets that may have been set up
for the managed account. This is especially important for accounts that are currently on
credit terms with monthly budgets.
Slide 10
Let us understand about determining a bid strategy.
y
Determining a Bid Strategy
nl
O
 Users can identify the appropriate strategy based on the networks their campaign is targeting
and on what they are focussing such as receiving clicks, impressions, or conversions. While
bidding, the three basic goals to be considered along with the current campaign settings are:
To direct
To create To
se
customers
traffic to maximize
to take
the Web brand
It is advisable to It is advisable to action on It is advisable to
site awareness
focus on the focus on the site focus on
number of clicks impressions. conversions.
Thus, CPC bidding

may be
appropriate for
this type of
rU Thus, Cost Per
Thousand
viewable
impressions
Thus, CPA bidding
may be
appropriate for
this type of
te
(vCPM) bidding is
campaign. campaign.
apt.
en
Explain to the students that AdWords bidding allows AdWords professionals to optimize the
traffic to their Web sites generated by pay-per-click, pay-per-impression, or pay-per-
C
conversion advertising. A ‘bid’ is the amount that an advertiser pays per click, per thousand
impressions, or per acquisition. This is an important factor when reviewing the performance
of ads because, each time an ad meets the requirements to be displayed, it will compete
h
with other eligible ads in an auction.

ec
Explain that AdWords has numerous bid strategies that are adaptable to different types of
pt
campaigns advertising goals. Users can identify the appropriate strategy based on the
networks their campaign is targeting, and on what they are focussing such as receiving
rA
clicks, impressions, or conversions.
Explain that the three basic goals to be considered while bidding along with the current
Fo
campaign settings are:

• To create traffic to the Web site, it is advisable to focus on the number of clicks. Thus, CPC
bidding may be appropriate for this type of campaign.
• To maximize brand awareness—not driving traffic to the site— it is advisable to focus on
impressions. Thus, Cost Per Thousand viewable impressions (vCPM) bidding is apt to
show the message to customers.
• To direct customers to take action on the site while using conversion tracking, it is
advisable to focus on conversions. Thus, CPA bidding may be appropriate for this type of
campaign.
© APTECH LIMITED
Slide 11
Let us understand bidding strategy for different campaigns.
Understanding Bidding Basics 1-3
 There are three types of bid strategies that can be applied to different types of campaigns.
Cost-Per-Click Cost-Per-
Cost-Per-
(CPC) Impression
Acquisition (CPA)
(CPM)
y
This strategy ensures
This strategy can be This strategy focuses on
that the customer
manual or automatic. conversions.
views the message.
nl
The goal of using this This goal of this Customer can take direct
O
strategy is that it should strategy is that it action on the Web site.
drive more customers to increases brand Example sign in,
your Web site. awareness. shopping, and so on.
se
Explain to the students the three types of bid strategies that can be applied to different
types of campaigns using the slide.
rU
Inform them that the most common of these three is the maximum CPC bid. When using
CPC bidding, advertisers pay for the ad only, when someone clicks the ad. Advertisers can
te
improve the ad’s position by raising the CPC bid; while on the other hand, lowering the CPC
bid lowers the ad’s position.
en
Slide 12
C
Let us understand categories of keyword bidding.

h

ec
 The AdWords system provides advertisers with multiple bidding options that can be used as
per requirement.
pt
 Currently, there are three main categories of keyword bidding:

rA
Focus on clicks Focus on impressions Focus on conversions

If the objective is to ensure This type is the right choice This bidding allows users to
people visit your Web site, if users mostly prefer their choose the amount they
then clicks are the right name or logo to reach lots are ready to pay for a
Fo
choice to start with. of people conversion, or CPA.

Use CPC bidding and you This bidding is called vCPM A conversion (acquisition) is
will be charged only when bidding as users pay for defined as a specific action
people actually click your every 1,000 times their ad that users want to see on
ad and view your site. is shown. their Web site.
Explain to the students that the AdWords system provides advertisers with multiple bidding
options that can be used as per requirement. Currently, there are three main categories of
keyword bidding:
• Focus on clicks (involves Search and Display Ads): If the objective is to ensure people visit
your Web site, then clicks are the right choice to start with. Use CPC bidding and you will
© APTECH LIMITED
be charged only when people actually click your ad and view your site. Following two
options are offered by CPC bidding:
o Automatic bidding: This is the easiest type of bidding in which users assign a daily
budget and let AdWords manage their CPC bids to get the maximum clicks
possible within that budget.
o Manual bidding: This allows users to completely control the CPC bids. It lets them
assign bids at various levels such as the ad group level, individual keywords, or ad
placements. This allows them to know they are bidding just for the clicks that are
important. For example, if you own a hiking club in the U.S., you might prefer to
bid more for direct-hit keywords like ‘U.S. hiking’ and a lesser bid for ‘hiking maps’
y
which is broader keyword.
• Focus on impressions: Rather than paying by the click, users can pay depending on the
nl
number of times their ad is displayed, if their campaign is targeting just the Display
O
Network. This type of bidding is also called vCPM bidding as users pay for every 1,000
times their ad is shown and is viewable. This type is the right choice if users mostly prefer
their name or logo to reach lots of people. vCPM bidding, similar to CPC manual bidding,
se
allows to assign bids at the ad group level, or for single placements.
• Focus on conversions (involves Search, Display, and Shopping ads): This advanced
rU
bidding allows users to choose the amount they are ready to pay for a conversion, or CPA.
A conversion (also known as an acquisition) is defined as a specific action that users want
to see on their Web site. Mostly it is a sale, but it can also be an e-mail sign-up or some
te
other action. Though users pay for every click, AdWords automatically sets their bids to
get maximum conversions at the CPA they specified. To use CPA bidding, conversion
en
tracking must be turned ON, therefore, CPA bidding is suitable for intermediate and
advanced AdWords users.
C
Slide 13
Let us understand different types of bid strategies.
h
ec

 The different types of bid strategies along with their goal and range.
pt
Goal Bid Strategy Range

Enhance site visits, clicks on low-traffic terms while • Maximize Clicks automatically fixes the bids to obtain maximum clicks within the budget. It is Campaigns, ad
maintaining a particular spend. available as either a standard or portfolio bid strategy. It was previously known as ‘automatic groups, and
bidding’. keywords
rA
Enhance visibility on the initial page of Google • Target Search Page Location automatically fixes your bids to enhance the possibility of your ads Campaigns, ad
search results or to be in the top position. showing up at the top of the page or on the initial page of search results. groups, and
keywords
• It is only available as a portfolio bid strategy.
Obtain more visibility than other domains within • Target Outranking Share allows you to select a domain that needs to be outranked in search results Campaigns, ad
the search results. and how frequently you want to outrank it. AdWords automatically fixes the bids to meet that groups, and
target. keywords
Fo
• It is only available as a portfolio bid strategy.

Obtain more conversions with the target CPA. • Target CPA automatically sets bids to help get maximum conversions at the target CPA you set. Some Campaigns and
conversions may cost higher or lower than your target. It is available as either a standard or portfolio ad groups
bid strategy. It was previously known as ‘Conversion Optimizer’.
Enhance conversions while controlling keyword • Enhanced Cost-Per-Click (ECPC) automatically fixes the manual bids to increase conversions. Campaigns and
bids. ad groups
• ECPC is presented as an optional feature with Manual CPC bidding or as a portfolio bid strategy.
Meet ROAS when you each conversion is valued • Target ROAS automatically sets bids to get maximum conversion value at the target ROAS you set. Campaigns, ad
differently. Some conversions may have a more or less return than your target. groups, and
keywords
• It is available as either a standard or portfolio bid strategy.
Explain to the students that there are different types of flexible bid strategies which can be
created and applied. One can create strategy for campaigns, ad groups, or keywords that will
be stored in the Shared Library for centralized management and performance monitoring.
Explain the different types using the table given on the slide.
© APTECH LIMITED
Slide 14
Let us understand about portfolio bid.
Creating a Portfolio Bid Strategy
 Portfolio bid strategies are automated bid strategies that are goal-driven and
assist in maximizing the bids across many campaigns, ad groups, and
keywords.
 The bid is set automatically for every auction.
 It aids in achieving the performance goals, and offers a single place to
y
instantly modify bidding settings for all ad groups, campaigns, and keywords
that are using a single portfolio bid strategy.
nl
 Portfolio bid strategy is not an option for video campaigns or universal app
campaigns.
O
se
Explain Portfolio Bid Strategy to the students using the slide. Explain the procedure to create
a portfolio strategy with a new campaign using the following steps:
• Sign in to AdWords account.
• Click + Campaign and select the campaign type.
rU
te
• In the Bid strategy section, select the strategy type from the drop-down menu. Based on
the bid strategy type selected, click Use a portfolio strategy.
en
• Select Create a new portfolio strategy.

• Enter the settings for the new strategy and name it.
C
Explain the procedure to create a portfolio strategy with the campaign settings using the
following steps:
h

ec

• Click the campaign to edit.
pt
• Go to the Bid strategy settings and click Edit.

• Click Change bid strategy.
rA
• Select the bid strategy type from the drop-down menu. Based on the bid strategy type
click Use a portfolio strategy.
• Enter the settings for the new strategy and name it.
Fo
Explain the procedure to create a portfolio strategy in the Shared library using the following
steps:
• Click Shared library on the left hand side.
• Click View in the Bid strategies section.
• Click + Bid strategy and choose a bid strategy type.
• Enter the settings for the new portfolio bid strategy and click Save.
© APTECH LIMITED
Slide 15
Let us understand the Best Practices for AdWords bidding.
Best Practices for AdWords Bidding
• Choose a bidding strategy that conforms to the advertising goals.

Choose the correct • When focusing on clicks, use CPC Bidding. When focusing on visibility use
bidding strategy CPM Bidding. When focusing on customer action, use CPA Bidding
(Conversion Optimizer).
Implement AdWords • Check the cost per conversion when using different CPC bids.
Conversion Tracking
y
• Use this to see the possible advertising results based on a different keyword
maximum CPC bid.
Use Bid Simulator
nl
• Note that this tool does not predict the future, but it does give advertisers a
fair idea of how each bid will perform for making an informed decision.
Identify keywords and
O
• Identify the best keywords and placements, and then adjust and create the
placements providing ads based on them
best results
se
Explain to the students that AdWords bidding is one of the most critical factors that help in
optimizing an ad campaign. It is, therefore, important to use bidding options optimally.
rU
Comprehend the best practices that advertisers can follow when using AdWords bidding
using the slide.
te
Slide 16
Let us understand about billing options.
en
Billing Options
C
The Billing tab in AdWords account servers as a single point from which users can manage all
h
the billing settings and pay for the advertising costs. Two factors to consider while setting up
your payment details for AdWords are the payment setting and payment method.
ec
Automatic payments
Payment
Manual payments
pt
Setting
Monthly invoicing
Factors
rA
Credit or debit card

Payment
Method
Bank Account
Fo
Explain the billing tab to the students and explain the following two factors that must be
considered while setting up the payment details for AdWords:
• Payment setting: How to make payments can be adjusted using payment setting.
Following are the options:
o Automatic payments: In this method, users are automatically charged
soon after their ads run. It is, either 30 days following the previous
automatic charge or after a predetermined amount (also called threshold)
is reached, whichever occurs first. There is also an option to make
payments at any time to manage the costs.
© APTECH LIMITED
o Manual payments: In this method, users pay when they prefer for future
costs but before their ads run. Later, as the ads run, the cost builds up and
the credit from the payment decreases. When all the payment is utilized,
the ads cease to run.
o Monthly invoicing (credit line): Some businesses are offered a Google
credit line provided they meet particular requirements. In this method, the
costs are accumulated and a monthly invoice in generated. Later
businesses pay either with a check or bank transfer. The payments are
calculated for a time period that is fixed with Google, according to their
terms and conditions. Reach out to AdWords online specialist for more
y
information about monthly invoicing.
• Payment method: This is the method with which bills are paid, such as a credit or debit
nl
card. The options available depend on the country (the country mentioned in the
O
business address) and the currency chosen for the AdWords account.
Slide 17
se
Let us understand invoice or payment receipt.
Obtaining an Invoice or Payment Receipt

rU
In most countries, AdWords does not e-mail invoices or payment receipts; users can
obtain them from their account.
te
Applies to most advertisers
Automatic / Manual
en
Payments
E-mail: The hard copy of the invoice
will be mailed
Payment
C
Credit Line Mail: An e-mail will be sent with an

(Monthly Invoicing) invoice
h
Your account: An electronic version

of the invoice will be made available
in AdWords account
ec

pt
Explain to the students how to obtain the Invoice or Payment Receipt using the following
steps:
rA
Automatic or Manual Payments (applies to most advertisers)

Fo
Perform the following steps to find and print current and previous invoices:
• Sign in to AdWords account using the link https://AdWords.google.com.
• Click the gear icon and select Billing to go to the transaction history page.
• Set the date to view the invoices.
• The default view is Last 3 months, which shows the most recent invoice.
• To view older invoices, set the date range with the help of the drop-down. For
example, select This year to see invoices for the current year.
• In the table, click the invoice number adjacent to the month to view the invoice.
• Users cannot view the current month's invoice as it appears only at the end of the
current month. In place of the link, Invoice not ready is displayed.
© APTECH LIMITED
• Invoice for a particular month is available only from the 5th business day of the
preceding month. For example, August month invoice will be ready by September
5th. Invoices are not produced on weekends or on bank holidays. However, a
receipt can be printed for each payment.
• Invoice is created for payments made in the month and not for click costs. If no
payments are made in a particular month, either the invoice is not generated for
that month or a blank invoice is generated.
• The invoice appears in a new window. To print it, from the browser menu select File and
Print. Another way is to right-click the invoice and click Print. To download the invoice
and save it, right-click and select Save as.
y
Credit Line (Monthly Invoicing)
nl
O
Following methods are applicable only to users on the monthly invoicing payment setting:
• E-mail: An e-mail will be sent with an invoice within five working days of the start of every
month. It includes the costs for the previous month (The e-mail must be verified to get
se
these invoices).
• Mail: If this option is chosen while setting up the account, the hard copy of the invoice
rU
will be mailed. One can also view and modify these settings on the Billing settings page, in
the Mail invoice delivery or Email invoice delivery section.
• Your account: An electronic version of the invoice will be made available in AdWords
te
account to view, print, or download it.
en
If the monthly invoicing payment setting is selected, following are the steps to find the
invoices:
• Use the link https://AdWords.google.com to sign in to AdWords account.
C
• Click the gear icon and select Billing.

• Click the Invoices link on the side of the page.
h
• Find the invoice to view in the Invoice number column.

ec
• Click the Download Icon adjacent to the invoice number. A .pdf version of the invoice
begins to download, which can be printed.
• If users are not certain about the payment setting, they can verify the payment setting
pt
by clicking the gear icon and selecting Billing within AdWords account. The payment
setting is available at the top in the How you pay section.
rA
Fo
© APTECH LIMITED
Slide 18
Let us understand the payment method.
Payment Method
Credit
Bank Cards and
 A payment method is the mode Account Debit
The payment for Users can use a credit or
you select to pay for AdWords. AdWords is deducted Cards
debit card for automatic
directly from the users’ payments or manual
 The payment methods can bank account. payments.
differ based on the country and
currency chosen. If the automatic In the automatic payment
payment setting is setting, if the primary
selected, Google payment method does not
y
directly charges the function, a backup credit
bank account for the card can keep the ads
accrued costs.
nl
running.
To use a credit or debit card

If the manual payment with the automatic
setting is selected,
O
payment setting, add the
users can pay manually. same to AdWords account
and set it as the primary
payment method.
se
Explain to the students that a payment method is the mode you select to pay for AdWords.
The payment methods can differ based on the country and currency chosen.
rU
Introduce the two types of payment using the slide: Bank Account (also called direct debit)
and Credit Cards and Debit Cards
te
Explain the procedure to set up a bank account as the payment method using the following
steps:
en

C

• Click the Billing settings link.
• In the Your selections setting, click the Add a new payment method button.
h
• Select Bank account, fill in the bank details, and agree to the terms and conditions.
ec
• Check the box adjacent to Set this payment method as primary to set this as your
primary payment method.
pt
• Click Save.
rA
Explain the procedure to set up a backup credit card using the following steps:
Fo
• Click Billing settings.

• In the Your selections section, click Add a new payment method.
• Fill in the payment details and click Save.
• The Billing settings page appears. Here, search the credit card just added and click Set as
Back up.
© APTECH LIMITED
Slide 19
Let us understand about manual payment setting.
Payments Using the Manual Payment Setting
In manual payment setting, users pay even

before their ads run and that payment is used Pay any amount
to pay the ad cost once they start running.
Save the favorite payment methods in the account
Factors to be considered while making
payments with this setting are:
Utilize any payment method
y
Keep the ads running
nl
Allow for processing time
O
Remember VAT
se
Explain manual payment setting to the students and explain that In manual payment setting,
users pay even before their ads run and that payment is used to pay the ad cost once they
rU
start running. The same steps recur every time users want to make payment to the AdWords
account. As the amount in the account starts getting low, an e-mail will be sent to reminding
to make another payment.
te
Explain the following factors that must be considered while making payments with this
en
setting:
• Pay any amount: One can decide the amount to pay provided it is more than the
C
minimum transaction amount fixed for that particular location and currency. This
minimum can be seen while making the payment.
• Save the favorite payment methods in the account: One can pay easily and more quickly
h
by saving many payment methods in the account.

ec
• Utilize any payment method: One can either pay with any payment method in that
account, or with a new method offered in that country and currency.
pt
• Keep the ads running: Pay consistently to ensure the ads run—the recommended is 30
times the cumulative amount of the ad campaign daily budgets. If the balance is running
rA
low, an e-mail (depending on the notification settings) will be sent when the budget has
lesser than a week’s worth of advertising cost.
• Allow for processing time: Based on the mode of payment, it requires 24 hours to 7 days
Fo
or more for the amount to reach the account. Allow for this time while trying to keep the
ads running.
• Remember VAT: In few countries, a Value-Added Tax (VAT) is also applied on the
payments. In such cases, ensure to factor the VAT deduction into the payments.
© APTECH LIMITED
Slide 20
Let us understand about automatic payment setting.
Payments Using the Automatic Payment Setting

While using the automatic payment setting users still have an option to make a separate, manual
payment at any time. Users might choose to make such a payment for the following reasons:
• Using manual payment users can pay their complete

AdWords account balance, a part of it, or more than the
To monitor how and when balance to include future costs.
they are charged • They can either choose a new payment method or
distribute the balance among a number of them.
y
• A manual payment can be made to ensure the ads continue
nl
Automatic payment is to run while the issue is being fixed with your bank.
rejected but users want the • If users pay using another credit card, by bank transfer, or
ads to run using another bank account, the ads will run again after the
O
payment is received by Google.
se
Explain to the students that even while using the automatic payment setting, users still have
an option to make a separate, manual payment at any time. Users might choose to make
such a payment for the following reasons:
rU
• To monitor how and when they are charged: Using manual payment users can pay their
te
complete AdWords account balance, a part of it, or more than the balance to include
future costs. They can either choose a new payment method or distribute the balance
en
among a number of them. This aids in delaying when the primary payment method is
charged.
C
Note: When users pay using manual payment method close to the automatic payment
due date, in some cases they might be charged twice. Explain this concept to the
h
students using the following example:

ec
Consider you have a campaign which has an everyday budget of $1,000 and you are
charged whenever your costs reach $500. This implies that you are charged many times
a day. Now assume you pay $5,000 with another payment method, implying that you
pt
are paying for five days of advertising costs ($1,000 x 5 = $5,000). This implies that your
primary payment method will not be charged until you have consumed the $5,000
rA
payment and an extra $500, which triggers another charge.

• Automatic payment is rejected but users want the ads to run: Sometimes banks reject
Fo
credit card or bank account payments for numerous reasons. In such instances, a manual
payment can be made to ensure the ads continue to run while the issue is being fixed
with your bank. If users pay using another credit card, by bank transfer, or using another
bank account, the ads will run again after the payment is received by Google.
© APTECH LIMITED
Slides 21 and 22
Summary 1-2
 AdWords budget encourages users to maintain the advertising expenses under control.
 AdWords bid identifies the location and timing for the ad to appear.
 The AdWords system provides the advertiser with all the options necessary to set up and manage
budgets.
 Users can identify the appropriate strategy based on the networks their campaign is targeting, and
on what they are focussing such as receiving clicks, impressions, or conversions.
y
 The three types of bid strategies that can be applied to different types of campaigns are Cost-Per-
Click (CPC), Cost-Per-Impression (CPM), and Cost-Per-Acquisition (CPA).
nl
 The three main categories of keyword bidding are Focus on clicks, Focus on impressions and Focus
on conversions.
O
 Portfolio bid strategies are automated bid strategies that are goal-driven and assist in maximizing
the bids across many campaigns, ad groups, and keywords.
se
Summary 2-2

rU
The Billing tab in AdWords account servers as a single point from which users can manage all
te
the billing settings and pay for the advertising costs.
 In most countries, AdWords does not e-mail invoices or payment receipts; users can obtain
them from their account.
en
 A payment method is the mode you select to pay for AdWords. The payment methods can
differ based on the country and currency chosen.
 In manual payment setting, users pay even before their ads run and that payment is used to
C
pay the ad cost once they start running.

 While using the automatic payment setting users still have an option to make a separate,
manual payment at any time.
h
ec

pt
Using slides 21 and 22, summarize the key points of this session. Explain the following points
in brief:
rA
 AdWords budget encourages users to maintain the advertising expenses under

control.
Fo
 AdWords bid identifies the location and timing for the ad to appear.
 The AdWords system provides the advertiser with all the options necessary to set up
and manage budgets.
 Users can identify the appropriate strategy based on the networks their campaign is
targeting, and on what they are focussing such as receiving clicks, impressions, or
conversions.
 The three types of bid strategies that can be applied to different types of campaigns
are Cost-Per-Click (CPC), Cost-Per-Impression (CPM), and Cost-Per-Acquisition (CPA).
 The three main categories of keyword bidding are Focus on clicks, Focus on
impressions and Focus on conversions.
© APTECH LIMITED
 Portfolio bid strategies are automated bid strategies that are goal-driven and assist
in maximizing the bids across many campaigns, ad groups, and keywords.
 The Billing tab in AdWords account servers as a single point from which users can
manage all the billing settings and pay for the advertising costs.
 In most countries, AdWords does not e-mail invoices or payment receipts; users can
obtain them from their account.
 A payment method is the mode you select to pay for AdWords. The payment
methods can differ based on the country and currency chosen.
 In manual payment setting, users pay even before their ads run and that payment is
used to pay the ad cost once they start running.
 While using the automatic payment setting users still have an option to make a
y
separate, manual payment at any time.
nl
O
se
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te
en
C
h
ec
pt
rA
Fo
© APTECH LIMITED
Session 07: Managing AdWords Data

and Google Analytics
session objectives.
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7.1.1 Objectives
nl
O
 Explain AdWords data
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 Explain how to track sales and other conversions
 Explain how to analyze the reports



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Explain how to connect your goals to data
Explain how to link Google Analytics and AdWords
Explain how to analyze basic account, ad group, and campaign information to
te
increase the Return on Investment (ROI).
en

C
h
ec
pt
Tips:
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between the class.
In-Class Activities
Fo

© APTECH LIMITED
Slide 2
Objectives

 Explain AdWords data
 Explain how to track sales and other conversions
 Explain how to analyze the reports
 Explain how to connect your goals to data
y
 Explain how to link Google Analytics and AdWords
 Explain how to analyze basic account, ad group, and campaign information
nl
to increase the Return on Investment (ROI).
O
se
Slides 3 and 4
Let us understand about AdWords Data.
rU
te
en
Understanding AdWords Data 1-2
 AdWords data can be managed

C
through Google Analytics as it

provides a user with an exact view
of the data. This data can be
h
customized according to one’s

needs and shared across an
ec
organization.
 Each and every campaign has a
specific budget and settings, which
pt
determine where the ads will be

displayed.
rA

Fo
© APTECH LIMITED
Understanding AdWords Data 2-2
 An ad groups contains a collection of similar ads. The words and phrases in ad groups are
termed as keywords and they enable the ads to be displayed. Following figure illustrates how
the ad group data is displayed:
y
 Report Editor is a tool which allows one to engage with the performance data using multi-
dimensional tables and charts.
nl
O
Explain AdWords data to the class. Explain to the class the three layers in which AdWords
data can be arranged in. Explain each of the levels in detail. Continue the session with
explaining what an ad groups is.
se
Explain that on clicking a campaign AdWords displays the campaign's performance split into
rU
individual ad groups. One can also view the ad group data by clicking Ad groups. Explain to
the students the steps to be followed to view the ad group data.
te
Slide 5
Let us understand about tracking sales and other conversions.
en
Tracking Sales and Other Conversions 1-5

C
h
A conversion occurs when someone clicks the

ec
AdWords ad and performs a valuable behavior

on the Web site such as signup, purchase, and
pt
so on.
rA

Fo
Explain to the students what a conversion is. Mention a few examples of conversions such
as, purchase of a mobile phone, visitors submitting their contact details for a quote on the
insurance, or a potential buyer downloading a brochure, and so on.
Ask
For a few more examples of conversions.
Expected Response:
• A user making a call to the business owner
• A user visiting the sales office
Appreciate the responses by the students.
© APTECH LIMITED
Slide 6
Let us understand about main kinds of conversions.
The two main Conversions

Conversions
kinds of (many-per-
conversions are: (1-per-click)
y
click)
nl
O
se
Continue the session with explaining the two main kinds of conversions.
Slide 7
Let us understand about conversion tracking. rU
te
en
Conversion tracking is one of the best

C
ways to identify which keywords are

making sales. Conversion tracking is
proved to be valuable for online
h
advertising. Perhaps, advertising is only

effective if it generates measurable
ec
results in terms of ROI for the business.

pt

rA
Explain to the students what conversion tracking is and how can it result in better ROI.
Explain how conversion tracking helps to track the users' significant actions, such as mobile
app downloads, online purchases, and calls made to the business. Also, explain that
Fo
conversion tracking is a free tool that shows the events which occur after a user clicks on the
ads. List out the benefits of using a conversion tracking tool.
© APTECH LIMITED
Slide 8
Let us understand conversion tracking metrics.
Conversion tracking
metrics can be viewed in
the conversion tracking Converted
reports. The two Conversions
important conversion
clicks
y
tracking metrics are:
nl
O
se
Explain to the students the two important conversion tracking metrics.
Slide 9
rU
Let us understand the steps taken by Google to ensure users' privacy and security.
te
en
Google has a strict set of rules and standards to ensure the security
and privacy of its users. Only pages containing the Google
conversion code can be tracked through the program.
C
h
ec
pt

rA
Explain to the students the steps taken by Google to ensure a users' privacy and security.
Fo
© APTECH LIMITED
Slides 10 and 11
Let us understand analysis of reports.
Analyzing Reports 1-2
AdWords reports are collections of statistics

that help advertisers to analyze their
performance properly. These reports are
completely customizable and provide an
analytical information on topics such as ad
performance, URL performance, ad group
y
performance, campaign performance, and so
on.
nl
O
se
Analyzing Reports 2-2
Following table shows the types of reports and descriptions:

rU
te
Types of Reports Description
1. Keyword performance This report displays data related to chosen keywords and arrange statistics by keywords.
2. Ad performance This report type displays date related to different multimedia ads such as text ads, image ads, video ads, and mobile ads.
en
3. Destination URL performance This report type measures the performance of destination URLs and shows the statistics.
4. Ad group performance This report type displays data for each ad group in the advertiser’s account.
5. Campaign performance This report type displays data related to campaigns in the account.
6. Account performance This report type displays data for the entire account.
7. Geographic performance This report type shows data related to geographic regions of visitors.
C
8. Demographic performance This report type shows demographic data of visitors such as age and gender.
9. Search term performance This report type shows all the search terms and keywords that triggered ads.
This report type displays statistics for ads which have appeared on specific domains or URLs in the Google Display
10. Placement performance
Network.
h
ec
Explain to the students what AdWords reports using slide 10. Also explain that advertisers
can view AdWords reports online or they may choose to download these reports on their
pt
personal computers. AdWords also provide an option to plan reports to run regularly and
automatically send these reports to their e-mail account.
rA
Explain to the students the different types of reports available using slide 11. Also, explain
the steps to be followed to open a Pre-defined report, the steps to be followed for managing
Fo
reports, and scheduling and sharing a report.
© APTECH LIMITED
Slide 12
Let us understand connecting goals to data.
Connecting Goals to Data
 By modifying columns, date ranges, segments, graphs, and filters,

one can customize the performance data in the statistics table to
view only the data which is of interest. This in turn makes
campaign maintenance faster and easier.
 ROI is defined as the ratio of the net profit to the costs. It is the
most important measurement for an advertiser as it is based on
y
the specific advertising goals. The ROI also helps to understand if
nl
the advertising has made any difference to the business.
O
se
Explain to the students the importance of customizing performance data. Also explain that
before one begins to customize data, one must decide as to which statistics are the most
rU
important to measure the progress towards the AdWords goals. List the information one can
adjust the table to highlight the important details.
Slide 13
te
Let us understand linking Google Analytics and AdWords.
en
Linking Google Analytics and AdWords

C
Linking a Google Analytics property to the AdWords account can

help to analyze the user activity on the Web site after an impression
h
or an ad click. This information can help in understanding how much

ec
business and traffic AdWords has generated.

pt
rA

Fo
Explain to the students how can linking a Google Analytics property to the AdWords account
help to analyze the user activity on the Web site. List the permissions required to link
AdWords and Google Analytics. Also, explain the steps to be followed to link AdWords and
Google Analytics.
© APTECH LIMITED
Slides 14 to 17
Summary 1-4
 On understanding the different levels of the AdWords account, you can easily find
the exact performance data you are looking for.
 Every individual campaign has a unique budget and settings which govern where the
ads appear, and is made up of a collection of ad groups.
 On clicking on a Campaign, AdWords will display a view of the campaign's
performance further segmented by its individual ad groups.
 The Report Editor is a tool which enables one to engage with the performance data
y
through multi-dimensional tables and charts.
nl
 A conversion occurs when a user clicks the AdWords ad and performs a valuable
action on the Web site such as a purchase, sign up, and so on.
O
se
Summary 2-4

deriving the most sales.
rU
Conversion tracking is the most efficient way to identify which keywords are
AdWords enable advertisers to drive users to the Web site to boost the business
te
and calculate the ROI, determine the effectiveness and performance of ads or
campaigns.
en
 Conversion tracking is a free tool which displays the events which occur after a
user clicks on the ads. Such as if the user has purchased the product, signed up for
the newsletter, called the business or downloaded the app.
 Conversion tracking begins with creating a conversion in the AdWords account.
C
 The two important conversion tracking metrics are conversions and converted
clicks.
h

ec
Summary 3-4
pt
 A click on an AdWords ad does not always lead to an online sale. It may lead the
rA
customer to a path which ultimately results in a sale offline.

 Importing offline conversion events gives a detailed understanding as to which
keywords and targeting criteria derive the most cost-effective conversions.
 Use AdWords automated bid strategies to optimize the offline conversions.
Fo
 AdWords conversion import enables you to view what happens in the offline world after
a user clicks the ads.
 An AdWords conversion occurs when someone clicks on the ad and performs an action
on the Web site which has been identified as valuable.
 Many AdWords users use Google Analytics for conversion tracking which free of cost
Web analytics tool which helps one learn about how the users interact with the Web
site.
© APTECH LIMITED
Summary 4-4
 AdWords reports are a collection of statistics which help advertisers analyze the
performance.
 The Reports tab allows easy access to the reports which have been saved reports, as
well as a set of curated pre-defined reports. These reports can be saved, edited,
scheduled and shared.
 Understand the business goals you are trying to achieve and the data that is most
relevant to those goals to use AdWords effectively.
 Linking a Google Analytics property to the AdWords account helps one to
understand the customer activity on the Web site after an ad click or impression.
y
 On linking an AdWords account to an Analytics view, any user with access to that
nl
view is able to see the imported AdWords data.
O
se
in brief:
 On understanding the different levels of the AdWords account, you can easily find
the exact performance data you are looking for.
rU
 Every individual campaign has a unique budget and settings which govern where the
ads appear, and is made up of a collection of ad groups.
te
 On clicking on a Campaign, AdWords will display a view of the campaign's
performance further segmented by its individual ad groups.
en
 The Report Editor is a tool which enables one to engage with the performance data
through multi-dimensional tables and charts.
C
 A conversion occurs when a user clicks the AdWords ad and performs a valuable
action on the Web site such as a purchase, sign up, and so on.
 Conversion tracking is the most efficient way to identify which keywords are deriving
h
the most sales.

ec
 AdWords enable advertisers to drive users to the Web site to boost the business and
calculate the ROI, determine the effectiveness and performance of ads or
pt
campaigns.
 Conversion tracking is a free tool which displays the events which occur after a user
rA
clicks on the ads. Such as if the user has purchased the product, signed up for the
newsletter, called the business or downloaded the app.
 Conversion tracking begins with creating a conversion in the AdWords account.
Fo
 The two important conversion tracking metrics are conversions and converted clicks.
 A click on an AdWords ad does not always lead to an online sale. It may lead the
customer to a path which ultimately results in a sale offline.
 Importing offline conversion events gives a detailed understanding as to which
keywords and targeting criteria derive the most cost-effective conversions.
 Use AdWords automated bid strategies to optimize the offline conversions.
 AdWords conversion import enables you to view what happens in the offline world
after a user clicks the ads.
 An AdWords conversion occurs when someone clicks on the ad and performs an
action on the Web site which has been identified as valuable.
© APTECH LIMITED
 Many AdWords users use Google Analytics for conversion tracking which free of cost
Web analytics tool which helps one learn about how the users interact with the Web
site.
 AdWords reports are a collection of statistics which help advertisers analyze the
performance.
 The Reports tab allows easy access to the reports which have been saved reports, as
well as a set of curated pre-defined reports. These reports can be saved, edited,
scheduled and shared.
 Understand the business goals you are trying to achieve and the data that is most
relevant to those goals to use AdWords effectively.
 Linking a Google Analytics property to the AdWords account helps one to
y
understand the customer activity on the Web site after an ad click or impression.
nl
 On linking an AdWords account to an Analytics view, any user with access to that
view is able to see the imported AdWords data.
O
se
rU
te
en
C
h
ec
pt
rA
Fo
© APTECH LIMITED
Session 08: Account Administration,

Common Issues, and Resolution
y
session objectives.
nl
8.1.1 Objectives
O
se
 Explain account administration
 Explain how to manage account security and safety

 rU
Explain how to understand and resolve issues with payments and charges
Describe the refunds and adjustments process

te
en
C
h
ec
Tips:
pt
between the class.

rA
In-Class Activities

Fo

© APTECH LIMITED
Slide 2
Objectives

 Explain account administration
 Explain how to manage account security and safety
 Explain how to understand and resolve issues with payments and
charges
y
 Describe the refunds and adjustments process
nl
O
se
Slide 3 rU
Let us understand Account Administration, Common Issues, and Resolution.
te
en
Introduction
 Using Google AdWords, advertisers, enterprises, organizations, agencies, SEMs (search engine
C
marketers), third parties, and others can easily manage tens or hundreds of accounts effectively.
 AdWords offers some tools that include AdWords Manager Accounts, AdWords Editor, and AdWords
Application Programming Interface (API). These tools are widely used to manage accounts easily
h
either online or offline.

 Using AdWords Manager Accounts, the advertisers can easily manage their track performance,
ec
manage account budgets, find accounts, create accounts, link accounts, and unlink accounts.
 AdWords Editor is a free and instantly downloadable application, which allow users to store multiple
accounts and update them online or offline.
pt
 The AdWords API is used to create applications that can interact directly with the AdWords.
rA
Explain the concept of account administration to the students. Define the tools offered by
Fo
AdWords: AdWords Manager Accounts, AdWords Editor, and AdWords Application

Programming Interface (API) used to manage accounts easily either online or offline.
© APTECH LIMITED
Slide 4
Let us understand access levels in AdWords account.
Access Levels in AdWords Account
 To share the AdWords account with others who are part of the business, advertisers can invite them to
share the access using their Google Account. Following table shows access levels that are available in an
AdWords account.
e-mail- Read- Managed - Managed -
Account Access level only only Standard Administrative Standard Read-only
Can receive notification e-mails and reports ✔ ✔ ✔ ✔ ✔ ✔
Can sign in and run reports ✔ ✔ ✔ ✔ ✔
Can browse the Campaigns tab,
y
Opportunities tab, Tools tab, and Account ✔ ✔ ✔ ✔ ✔
settings
Can accept and reject manager account link
nl
✔ ✔ ✔
requests
Can unlink manager accounts ✔ ✔ ✔
Can edit any part of an account and its
✔ ✔ ✔
campaigns, including billing
O
Can give account access, change access
levels, and can cancel invitations from other ✔
users
Can grant e-mail-only access ✔ ✔ ✔ ✔ ✔
se
Explain to the students that to share the AdWords account with others who are part of the
business, advertisers can invite them to share the access using their Google Account. Every
rU
time they give access to their AdWords account, they can decide the features that can be
impacted by the customers by setting an access level. Explain the different access levels
using the table given on the slide.
te
Slide 5
en
Let us understand managing of multiple accounts.

C
Managing Multiple Accounts 1-2

h
 A manager account can be considered an AdWords account that allows to easily view and
supervise many AdWords accounts (even other manager accounts) from a specific location.
ec
Use a single sign in to manage multiple AdWords accounts. View all linked AdWords accounts
Search, browse, and supervise all the accounts from a dashboard

pt
Design and supervise campaigns for the managed accounts
Compare performance of all the accounts easily and run reports

rA
Get consolidated billing monthly. Invite a client through an automated message
Monitor all the linked accounts efficiently using alerts. Download the client dashboard into a .csv file
Fo
Create and link AdWords accounts quickly. Generate reports of multiple client accounts at once
Explain AdWords Manager Accounts to the students and explain that it can link more than
one AdWords accounts in a single location. The users can access multiple accounts using
client manager account login. Users need not sign in and sign out to switch between
AdWords accounts. In this way, the client managers can view all their individual and client
manager AdWords accounts in a single place using the AdWords Manager Accounts view.
Explain that a manager account can help to perform the following:
© APTECH LIMITED
• Use a single sign in to manage multiple AdWords accounts, including other manager
accounts.
• Search, browse, and supervise all the accounts from a distinct, easy-to-read dashboard.
• Design and supervise campaigns for the managed accounts.
• Compare performance of all the accounts easily and run reports for multiple accounts
simultaneously.
• Get consolidated billing monthly for all the managed accounts.
• Monitor all the linked accounts efficiently using alerts.
• Create and link AdWords accounts quickly.
• View all linked AdWords accounts through the AdWords Manager Accounts view.
• View high-level statistics in a single location for all AdWords accounts that are linked.
y
• Create AdWords accounts in AdWords Manager Accounts, and automatically link them to
nl
the master account upon creation.
O
• Invite a client through an automated message.
• Generate reports of multiple client accounts at once.
• Download the client dashboard into a .csv file.
se
Slide 6
Let us understand how users can use manager account.
rU
te
Managing Multiple Accounts 2-2
en
 Following users can use a manager account:

Advertisers
having more than Agencies
C
one AdWords
Manager account
account Search Engine
Marketers (SEMs)
h
Third-parties
ec
Automated Bid
Managers (ABMs)
Online marketing
pt
professionals
rA
Explain that the following users can use a manager account:

• Advertisers who have more than one AdWords account
• Third parties such as:
Fo
o Agencies
o Search Engine Marketers (SEMs)
o Automated Bid Managers (ABMs)
o Online marketing professionals having many client accounts or campaigns
Demonstrate the procedure to create a manager account using the following steps:
• Visit the link https://www.google.com/AdWords/manager-accounts/ and click Sign up
for free.
• Enter the preferred e-mail address to use for this account. The address must be a new
one.
© APTECH LIMITED
• Provide a name to the manager account. This name will be displayed in the clients’
managed account.
• Select whether to utilize the account to manage multiple AdWords accounts of your
own, or to manage accounts of other people.
• Select the applicable country and time zone. This time zone is utilized for account
reporting and billing and cannot be altered.
• Select a permanent currency. This currency is linked to the account for billing purposes
(for example, Manager Defined Spend). The clients’ accounts will be charged in their
chosen currencies.
• Check the box to agree to the usage rules and click Save and continue.
y
• The manager account will be activated after the e-mail has been verified.
nl
Slide 7
O
Let us understand linking of AdWords account to Manager account.
se
Linking an AdWords Account to a Manager Account

be linked to a manager account or new or
existing AdWords account.
Then, one can view details across multiple

AdWords accounts and shift between all
rU
To start using a new manager account, it must
te
linked accounts making use of just one login.
 A single AdWords account can be associated

with not more than five manager accounts
en
and the managed account structure cannot

be more than six levels deep.
 A manager account cannot be directly

controlled by more than one other manager
C
account.

h
Explain to the students how to link an AdWords Account to a Manager Account using the
ec
figure given on the slide.

pt
Slide 8
Let us understand linking of existing AdWords account.
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Linking an Existing AdWords Account

Fo
 When an existing AdWords account is linked to a manager account, its

account history remains unchanged.
 The access privileges to the account's billing and sign-in information will
remain the same for original users of the new managed account.
 Also, for original users, the account and permissions remain unchanged and
they can login with the same sign-in information as before.
 When an existing AdWords account is linked, it will not have administrative
ownership by default.
© APTECH LIMITED
Explain the procedure to link another manager account or an existing AdWords account to
your manager account using the following steps:
• Find the AdWords customer ID number (shown in the top corner of AdWords account).
• Sign in to the manager account using the link https://AdWords.google.com.
• Click the Accounts tab.
• Click the Performance subtab.
• Click the + Account button.
• Select Link existing accounts.
• Enter the AdWords account's customer ID number in the client accounts field after
y
reading through the terms for linking accounts. To link many accounts at the same time,
enter one customer ID per line.
nl
• Click Continue, then click Submit.
O
• After clicking Submit, the AdWords account receives an account notification and e-mail
inviting them to associate with the account. A user must have administrative privileges
for the linked manager account or for the invited account to accept the invite. To accept,
se
click the gear icon, select Account settings from the drop-down menu. Then, on the side
navigation bar, select Account access and click Accept invitation.
•
rU
During this procedure, one can view a pending notification for the managed account
(soon to be created) in the manager account's ’Pending invitations’. This can be accessed
from the side navigation bar. After the invited user accepts the invite, an e-mail
te
confirmation will be received and that account will be associated to the manager
account.
en
Slide 9
Let us understand unlinking of an account from the Manager account.
C
h
Unlinking an Account from the Manager Account

ec
• If one stops managing an account, then a manager account user or the managed account user (a
person with the appropriate access level) must disassociate the two accounts.
• After unlinking an account that was using the manager account, it will lose access to any shared
pt
remarketing lists or remarketing tag, the lists dependent on the shared tag, and any of the
manager’s shared lists.
• The functioning of the account’s ad groups using these lists and any campaigns that do not use
rA
these lists will discontinue.

• If the account was sharing its own lists, the campaigns and ad groups in other accounts using
these lists will be affected.
• Unlinking an account that was using the cross-account conversion tracking tag causes the tag to
Fo
stop tracking conversions for clicks that occur after the account was unlinked.
• However, the tag will continue to track conversions for clicks that occurred before the unlinking
for the duration of the conversion window, which is typically 30 days.
Explain to the students how unlinking will affect the account using the slide.
Explain how to unlink an account from the manager account using the following steps:
• Sign in to the manager account using the link https://AdWords.google.com.
• Click the Admin tab.
• Select the accounts to unlink.
• Click the Edit drop-down and select Unlink accounts.
© APTECH LIMITED
Slide 10
Let us understand editor and API.
AdWords Editor and API
 AdWords Editor is a tool used by an  AdWords API helps developers to design

advertiser to manage many AdWords and use applications that communicate
accounts. Using this tool, advertisers can directly with the AdWords server to
perform the following functions: manage their accounts, rather than using
the online AdWords interface. Using the
– Save multiple AdWords accounts to
AdWords API, developers can perform the
easily view and edit them.
following functions:
– Create new campaigns by designing and
y
– Create automatic keyword, ad text, URL,
sharing with them a sample campaign
that can be utilized in many, different and custom reports.
nl
AdWords accounts. – Incorporate AdWords data with other
databases, such as inventory systems.
– Copy or transfer campaigns between
accounts or within an account.
O
se
Explain AdWords Editor and AdWords API to the students.
this tool, advertisers can perform the following functions:

rU
AdWords Editor is a tool used by an advertiser to manage many AdWords accounts. Using
• Save multiple AdWords accounts to easily view and edit them.

te
• Create new campaigns by designing and sharing with them a sample campaign that can
be utilized in many, different AdWords accounts.
en
• Copy or transfer campaigns between accounts or within an account.

C
AdWords API helps developers to design and use applications that communicate directly
with the AdWords server to manage their accounts, rather than using the online AdWords
interface. Using the AdWords API, developers can perform the following functions:
h
• Create automatic keyword, ad text, URL, and custom reports.

ec
• Incorporate AdWords data with other databases, such as inventory systems.

pt
Slide 11
Let us understand managing access levels.
rA
Managing Access Levels 1-2

Fo
 The access levels decide up to what

extent a user can view and perform Administrative
within a manager account and the
accounts associated to.
 They also determine if the manager
account has an administrative Access
E-mail only Standard
Levels
owner privilege on an account.
Read only
© APTECH LIMITED
Ask
What are the different access levels?
Explain the following effects of access levels on manager accounts:

• Users who have access to linked manager accounts that are above the manager account
in the account structure can modify the manager account.
• Users who have access to manager accounts managed by you (beneath the account in the
account structure) cannot modify your account.
• Managers can end relationships with managed accounts whenever required, provided
y
those accounts include an administrative owner manager account or users, by unlinking
nl
the account from their manager account.
O
• User who have administrative access on administrative owner manager accounts can
restrict user access for their managed accounts.
se
Explain the following effects of access levels on individual AdWords accounts:
• Users can access their AdWords accounts whenever required and users with
account from the manager account. rU

administrative access can end relationships with the manager account by unlinking their
• Many AdWords accounts can be associated with a manager account but users of these
te
AdWords accounts have access only to their own accounts.
• Users with administrative access on an individual AdWords account can still control the
en
access levels of users on the account. They have the privilege to grant, modify, and end
access.
• Managers may supervise ad performance and account tasks and update campaigns for
C
their managed accounts, but they cannot modify proprietary details, such as the login
details of a managed account.
h
ec
Slide 12
Let us understand Managers with admin owner permission level.
pt
Managing Access Levels 2-2

rA
 Managers with Administrative owners permission level on a managed account can manage
access levels of users on that account. Users of manager accounts having administrative
ownership can perform the following:
Fo
Accept and reject link

Grant and delete Modify levels of access requests to the
access for all users on for all users on the managed accounts
the managed account. managed account. received from other
managers.
Assign and cancel

Assign and cancel
administrative Delete users from a
remarketing list sharing
ownership for other managed account.
for a managed account.
managers.
© APTECH LIMITED
Comprehend how managers with Administrative owners permission on a managed account

can manage access levels of users on that account.
Explain what all users of manager accounts having administrative ownership can perform
using the slide.
Slide 13
Let us understand account security and safety.
Account Security and Safety 1-2
y
 Following are some of the tips for users to keep their AdWords account secure:
nl
• Sign in to AdWords account frequently to check for any unexpected or unauthorized activity.
Check for unauthorized
• If any such unauthorized access is found, check the bank or credit card statements also for
changes
O
any unauthorized activity.
• Ensure the system’s antivirus protection is up-to-date and perform a full system scan.
Scan computers for
• Hackers can pilfer personal details using malware, thus, performing a full system scan
malware frequently helps to identify malware.
se
• Change passwords frequently, at least twice a year.
Use strong passwords and
• Do not use the same password across many Web sites as hackers can gain access to other
update them regularly online accounts as well.
Enable 2-step verification

rU
• It requires access to the phone along with the username and password to sign in.
• Even if hackers steal or guess the password, they will not be able to sign in to the account
unless they also have access to the phone.
© APTECH LIMITED 13
te
Explain to the students that Google employs industry-standard Secure Sockets Layer (SSL)
en
technology to shield all interactions with AdWords. This protects the login, payment, and
other personal details. Google stores all the details behind a firewall and then encrypts the
C
details for further security. Google manages all the information with utmost safety and
security and it is done on priority. While Google always watches out for any suspicious
activity, explain the security tips to the students using the content in the slide.
h
ec
Slide 14
Let us understand security tips for accounts with multiple user.
pt
Account Security and Safety 2-2

rA
 Following are the security tips for accounts with multiple users:
Fo
Create separate user Grant minimum access for

Disable any inactive users
profiles for every user each user
• Avoid sharing the same • Assign different access • Disable users who have
username and password. levels for every profile quit your company or
• Create new user profiles while creating new user are not a part of
for your AdWords profiles. AdWords as they can still
account. access the account and
make modifications.
• Keep your user list
updated in order to
identify who is making
modifications.
Explain the security tips for accounts with multiple users using the slide.
© APTECH LIMITED
Slide 15
Let us understand protection and malware.
Protection from Malware 1-2
 Malware is any kind of software that is created to harm a computer. It is capable of stealing
confidential details from a computer, slowing down the system performance, or sending fake
e-mails from an e-mail account. Following are the common types of malware:
Trojan
Virus Worm Spyware Adware
horse
A destructive
y
Malicious
Harmful program capable
computer A malware A software
of imitating to be
computer capable of
nl
program that gathers a useful
program automatically
capable of data from application, but
capable of displaying,
creates problems
sending many people downloading, or
copying itself on the computer
copies of itself without their running
O
and infecting or steals data
to other knowledge advertisements
a computer after it is
computers installed
se
Define Malware and throw light on the common types of malware using the slide.
Slide 16
Let us understand steps to prevent malware.
rU
te
Protection from Malware 2-2
en
Following are some practical steps that one can take to prevent malware:
Updating your computer and software

C
Using a non-administrator account
Thinking before opening links or downloading anything

h
Being careful about opening e-mail attachments or images

ec
Do not trust pop-up windows prompting to download software
Limiting file sharing

pt
Using antivirus software

rA
Explain the practical steps that one can take to prevent malware using the slide.
Fo
© APTECH LIMITED
Slide 17
Let us understand SSL.
SSL (https:)
To protect the customers' details, a technology called SSL is used to encrypt the data
transferred between a Web browser and a Web server. Complete the following steps to set up
SSL:
Obtain an SSL certificate for the Web site
Install the SSL certificate on the Web server
y
Identify pages on the Web site to secure with SSL
nl
Edit links to the pages (and page elements) to load securely
O
Test to verify that the pages are secure
se
Explain concept of SSL to the students. Explain the steps to implement SSL on one or more
pages.
Slide 18
Let us understand payments and adjustments.
rU
te
en
Unapplied Payments and Adjustments
• In some cases payments or adjustments cannot be made as there is no sufficient details

C
regarding the account or invoice that should receive the payment or adjustment.
• Whenever there is an unapplied payment or adjustment in the account, an alert can be seen
beside the due amount on the billing pages.
h
• To go there, click the gear icon and choose Billing.

ec
• In case of lost payment, contact the collections team mentioned in the monthly invoice.
• If one cannot find the relevant team, an e-mail can be sent to collections-row@google.com.
pt
• In case of unapplied adjustments like credits that are not applied to an invoice yet, underpay
the next month invoice by the unapplied adjustment amount or e-mail the AdWords
collections team and inform them how the unapplied adjustments must be considered.
rA
Explain the students to basics of Unapplied Payments, Adjustments, and Lost Payments
Fo
using the slide.
© APTECH LIMITED
Slide 19
Let us understand about lost payment.
Lost Payment
 In case the payment is lost, e-mail the local Proof of Proof must
collections team along with an attachment payment include
including the proof of payment to confirm
that the payment was made. A scanned copy or
The payment date
and details of
screenshot of the
transactions for five
bank transfer receipt
days prior to and
after the payment
Bank or credit card
y
statement The amount paid and
currency used
nl
Online bank or credit
card account The beneficiary of the
funds
O
The bank name that
sent the transfer
se
Explain to the students the action to be taken in case of lost payment. Elaborate on what all
can be given as proof of payment and what all details the proof must include.
Slide 20
Let us understand refunds and adjustments.
rU
te
en
Refunds and Adjustments
 Periodically, Google tweaks the AdWords balance which is called an adjustment. Most of the
C
time, this adjustment comes in the form of credits. Credits decrease the account balance,
whereas debits increase the account balance. Following are the types of credit adjustments
that one can see:
h
Account budget
Service adjustment Invalid activity Overdelivery credit
overrun
ec
• Seen when a • Seen for invalid clicks • Sometimes the ads are • Seen if the advertising
promotional code or and impressions. shown exceeding their costs crosses the
courtesy credit is used in • One need not have to daily budget limit. prepaid balance.
your account. pay for such invalid • In such cases, • In such cases,
• It is applicable for future clicks and impressions. advertisers account will advertisers account will
pt
advertising only and is • Is also applicable for be credited to cover the be credited to cover the
not refunded. future advertising only excess costs. excess costs.
and is not refunded. • This happens for
accounts using manual
payments.
rA
Define adjustments to the students. Elaborate on the types of adjustments using the content
Fo
in the slide.
© APTECH LIMITED
Slide 21
Let us understand requesting refunds.
Requesting Refunds
 A refund is requested by withdrawing the AdWords account while there is still credit in the
account.
 Google automatically makes a refund to the bank account or the credit card linked with the
AdWords account.
 It may take two weeks for Google to process this, and additional 10 business days for the
credit card company to process the same. If the refund is not made within four weeks,
y
contact Google.
nl
Advertisers have
Advertisers have an
cash remaining in The account is still
unpaid outstanding
their account from active
O
balance
a promotional code
se
Explain how refunds are handled by Google and elaborate on the reasons why a refund
might not be available.
Slides 22 to 24
rU
te
en
Summary 1-3
• Using Google AdWords, advertisers, enterprises, organizations, agencies, SEMs (search engine marketers), third
C
parties, and others can easily manage tens or hundreds of accounts effectively.
• Using AdWords Manager Accounts, the advertisers can easily manage their track performance, manage account
budgets, find accounts, create accounts, link accounts, and unlink accounts.
h
• AdWords Editor is a free and instantly downloadable application, which allow users to store multiple accounts
and update them online or offline.
ec
• The AdWords API is used to create applications that can interact directly with the AdWords.
• To share the AdWords account with others who are part of the business, advertisers can invite them to share the
access using their Google Account.
pt
• A manager account can be considered an AdWords account that allows to easily view and supervise many
AdWords accounts (even other manager accounts) from a specific location.
rA

Fo
© APTECH LIMITED
Summary 2-3
• A manager account can be used by advertisers having more than one AdWords account and third parties.
• To start using a new manager account, it must be linked to a manager account or new or existing AdWords
account.
• When an existing AdWords account is linked to a manager account, its account history remains unchanged.
• If one stops managing an account, then a manager account user or the managed account user (a person with the
appropriate access level) must disassociate the two accounts.
• The access levels decide up to what extent a user can view and perform within a manager account and the
accounts associated to.
• Managers with Administrative owners permission level on a managed account can manage access levels of users
y
on that account.
Malware is any kind of software that is created to harm a computer. It is capable of stealing confidential details
nl
•
from a computer, slowing down the system performance, or sending fake e-mails from an e-mail account.
O
se
Summary 3-3
 To protect the customers' details, a technology called SSL is used to encrypt the data transferred

between a Web browser and a Web server.
rU
In some cases payments or adjustments cannot be made as there is no sufficient details regarding the
account or invoice that should receive the payment or adjustment.
In case the payment is lost, e-mail the local collections team along with an attachment including the
te
proof of payment to confirm that the payment was made.
 Periodically, Google tweaks the AdWords balance which is called an adjustment. Most of the time, this
adjustment comes in the form of credits.
en
 A refund is requested by withdrawing the AdWords account while there is still credit in the account.
C

h
in brief:
ec
 Using Google AdWords, advertisers, enterprises, organizations, agencies, SEMs

(search engine marketers), third parties, and others can easily manage tens or
pt
hundreds of accounts effectively.

 Using AdWords Manager Accounts, the advertisers can easily manage their track
rA
performance, manage account budgets, find accounts, create accounts, link

accounts, and unlink accounts.
 AdWords Editor is a free and instantly downloadable application, which allow users
Fo
to store multiple accounts and update them online or offline.

 The AdWords API is used to create applications that can interact directly with the
AdWords.
 To share the AdWords account with others who are part of the business, advertisers
can invite them to share the access using their Google Account.
 A manager account can be considered an AdWords account that allows to easily view
and supervise many AdWords accounts (even other manager accounts) from a
specific location.
 A manager account can be used by advertisers having more than one AdWords
account and third parties.
© APTECH LIMITED
 To start using a new manager account, it must be linked to a manager account or

new or existing AdWords account.
 When an existing AdWords account is linked to a manager account, its account
history remains unchanged.
 If one stops managing an account, then a manager account user or the managed
account user (a person with the appropriate access level) must disassociate the two
accounts.
 The access levels decide up to what extent a user can view and perform within a
manager account and the accounts associated to.
 Managers with Administrative owners permission level on a managed account can
y
manage access levels of users on that account.
 Malware is any kind of software that is created to harm a computer. It is capable of
nl
stealing confidential details from a computer, slowing down the system performance,
O
or sending fake e-mails from an e-mail account.
 To protect the customers' details, a technology called SSL is used to encrypt the data
transferred between a Web browser and a Web server.
se
 In some cases payments or adjustments cannot be made as there is no sufficient
details regarding the account or invoice that should receive the payment or
adjustment.
rU
 In case the payment is lost, e-mail the local collections team along with an
attachment including the proof of payment to confirm that the payment was made.
te
 Periodically, Google tweaks the AdWords balance which is called an adjustment.
Most of the time, this adjustment comes in the form of credits.
en
 A refund is requested by withdrawing the AdWords account while there is still credit
in the account.
C
h

ec
You can discuss queries of session here.

pt
rA
Fo
© APTECH LIMITED

Online Advertising Using Google AdWords - Trainers Guide

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Contact E-mail: ov-support@onlinevarsity.com

First Edition - 2016

2. Google AdWords and account setup

5. AdWords Campaign creation and management

Account administration, Common issues and resolutions

Session 01: Web Advertising and

1.1.2 Teaching Skills

Follow the order given here during In-Class activities.

Overview of the Session

At the end of this session, you will be able to:

 Web Advertising is known as online marketing, online advertising, or Internet advertising.

various kinds of display advertising, and mobile advertising.

advertiser, who gives the advertisements to be exhibited on the publisher's content.

Online Advertising Using Google AdWords © APTECH LIMITED 3

How many of you have heard about Web Advertising?

Appreciate the students’ responses.

Delivery Methods of Web Advertising 1-9

Let us understand about Display advertising.

Delivery Methods of Web Advertising 2-9

 It communicates its advertising message visually through text, animations, logos,

Online Advertising Using Google AdWords © APTECH LIMITED 5

Delivery Methods of Web Advertising 3-9

Delivery Methods of Web Advertising 4-9

users specify matching keywords for searching some data.

Online Advertising Using Google AdWords © APTECH LIMITED 7

Delivery Methods of Web Advertising 5-9

Online Advertising Using Google AdWords

advertisers may want as many people as possible to view their ad.

Let us understand about Social Media Marketing and Mobile Advertising.

Delivery Methods of Web Advertising 6-9

Social Media Marketing

Online Advertising Using Google AdWords © APTECH LIMITED 9

Online Advertising Using Google AdWords © APTECH LIMITED 10

Delivery Methods of Web Advertising 8-9

Delivery Methods of Web Advertising 9-9

Content Marketing Online Marketing Platform

 It is marketing that incorporates sharing  It is an incorporated Web-based platform

 Keywords are phrases or words that are

Online Advertising Using Google AdWords © APTECH LIMITED 12

Online Advertising Using Google AdWords © APTECH LIMITED 13

Understanding Keyword Basics 2-15

 The keywords ‘sectional sofa’ and

keywords ‘sectional sofa’, so ad will

Online Advertising Using Google AdWords © APTECH LIMITED 14

Understanding Keyword Basics 3-15

Choosing Relevant Keywords

Understanding Keyword Basics 4-15

Steps to choose right number of keywords are as follows:

Choose the keywords wisely

Club similar keywords

Select the right number of

Online Advertising Using Google AdWords © APTECH LIMITED 16

Understanding Keyword Basics 5-15

Understanding the Keyword Status

Let us understand working of keyword search.

Understanding Keyword Basics 6-15

 Following points explain the working of keywords during the search:

search terms similar to search term

Online Advertising Using Google AdWords © APTECH LIMITED 18

Understanding Keyword Basics 7-15