A Session On

Digital Marketing With

Google Ads
By Akash Niranjane
MBA Marketing, UGC NET, Pursuing PhD
 Objectives of Session
To understand the Fundamentals
and Types of Google Ads
To understand Key Terms and
Structure of Google Ads
To Learn creation and
implementation of Global
Campaign
To Understand Google Ads Account
Structure
 Fundamentals and Types
Every day, about 3.5 billion searches are made
using Google Search. Everywhere, people are
searching for information, shopping online,
comparing product prices, getting directions, or
just learning something new. 

Google’s mission is to organize all this available

information and make it accessible and useful. 

When people want to know, buy, go, or do,

Google Search is their first stop!
 Fundamentals and Types
What's a text ad?
Text ads are just that — ads made up of text!
They’re a simple yet powerful way to get
business in front of people when they’re
searching for products or services like your
college on the Google Search Network. 

To effectively reach potential customers, text ads

should be informative, relevant, and engaging.
Your text ads are the front door to your business,
so it’s important to show the right message to
the right customer.
 Campaign types
Search
Display
Shopping
Video
App

Campaign Name> search network and display

Location> Audience> radius targetting
Language> english
Audience> parameters can be selected
 Google Ads
ads.google.com
Levels
1. Campaign
2. Ad groups
3. Ad copies
Search Ads Structure
 Google Ads Structure

Headline- 3 in number Character limit 30

Description- 2 in number Character limit 90
Display Url – no limit but should be visible
Path 1 & 2 – 15 for each

Relevancy, Call to Action Impacts Ad Rank

and CTR
 Keywords
keyword = Broad match
Special "keyword" = Phrase match [keyword] = Exact match
Match type symbol If your keyword is: Then your ads may show on searches if: And the person was looking for:
Broad match none children's bicycles The keyword, or any variations like  buy kids bicycles
misspellings, synonyms, or related searches,  Children's scooters
are in any part of the search terms.

Broad match +keyword +children’s +bicycles The keyword, or its close variations, are in  Children’s toys and bicycles 
modifier any part of the search terms. Additional  Mountain bicycles for children
words may appear before, after, or between
the search terms.

Phrase match “keyword” “children’s bicycles” The keywords within the quotation marks,  Safe children’s bicycles
or its close variations, match the search  buy children’s bicycles
terms. There can’t be any extra words  children’s bicycles on sale
between the search terms.

Exact match [keyword] [children’s bicycles] The exact keyword, or its close variations,  children’s bicycles
mean the same as the search terms. There  kid’s bicycles
can’t be any extra words before or after the  bicycles for children
search terms.
 Ad Extensions
site links, callout extensions, and structured
snippets. Are universal
And others are
Location
Structured snippet
Call
Callout
Message
App extensions
Price extensions
 Important Terms
CPM: Cost per Mille (Thousand) 
When used in online advertising it relates to
the cost per thousand page impressions.
CPM is usually referred to the number of
clicks registered in a website by the readers.
Ad Networks, such as AdSense, calculate ad
revenue for websites based on CPM.

CPM = Total spending / Number of

impressions
 Important Terms
CTR: Click-Through Rate
This is a way of measuring the success of an online
advertising campaign. A CTR is a percentage obtained
by dividing the number of users who clicked on an ad
on a web page by the number of times the ad was
delivered (impressions). For example, if a banner ad
was delivered 100 times (100 impressions) and one
person clicked on it (clicks recorded), then the resulting
CTR would be 1 percent and be displayed as 1.00.

CTR = (Total clicks / Number of impressions) x 100

 Lets Start
Search/ browse/ ideas
Budget> total budget
> Branding/conversions>conversion value> clicks
Max CPC > optional

Ad groups= people to target

Ad group name > add keywords
Ad copy> final url/headline (2 of 30
char)/description (90 char)
Save and continue
Conditions> review/prepaid balance
 Important Tools
Matchcraft

Kenshoo

Google Ads Editor

Tapclicks
 Google Search Ads Types
Dynamic Search Ads use Google's
organic web crawling technology to
automatically target
relevant search queries based on a
retailer's website content. Dynamic
Search Ads are useful for campaigns
because they: Help fill in the gaps in
keyword campaigns for a better return on
investment (ROI) through incremental
traffic

Responsive Ads – Ads with Multiple

Headlines and Description rely of Google AI
 Important Terms
CPA: Cost per Action or Cost per Acquisition 
Advertising is performance based and is common
in the affiliate marketing sector of the business.
In this payment scheme, the publisher takes all
the risk of running the ad, and the advertiser
pays only for the amount of users who complete
a transaction, such as a purchase or sign-up. This
is the best type of rate to pay for banner
advertisements and the worst type of rate to
charge.

CPA = Cost to obtain a conversion

 Important Terms
CPC: Cost per Click 
This is a payment option that compensates
a publisher whenever their referred
customers click on a link for an advertiser's
offer. CPC is also an internet-marketing
formula used to price banner ads. Some
advertisers will pay publishers based on the
number of times a banner is clicked.

CPC = Total spending / Number of clicks

Thank You…