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Introduction To AdWords 1

Mohammad Abdul Asif's presentation covers topics related to Google AdWords accounts and campaign management. It discusses how to create an AdWords account and its structure, including keyword match types, the Google search structure, and the search term report. It also explains how to set up conversion tracking to measure business goals and return on investment.

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Manoj kumar
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33 views

Introduction To AdWords 1

Mohammad Abdul Asif's presentation covers topics related to Google AdWords accounts and campaign management. It discusses how to create an AdWords account and its structure, including keyword match types, the Google search structure, and the search term report. It also explains how to set up conversion tracking to measure business goals and return on investment.

Uploaded by

Manoj kumar
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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Mohammad Abdul Asif

Topics in Presentation
Introduction to AdWords
Account Structure
Google.com Search Structure
Keyword Match Types
Search Term Report(STR)
Introduction to AdWords
With AdWords Account an Advertiser can reach up to
80% of the of the Internet users
There are 300+ million websites are partner with
Google Display Network
Any one can create AdWords Account with Gmail
(Google) Account or any other email account
1 Email Id can have only 1 AdWords Account but 1
AdWords Account cant have any number of email
accounts connect to it in various access levels
Account Structure
Account Level 10,000 campaigns (active and paused)

20,000 ad groups per campaign


Campaign Level 20,000 ad group targeting items per ad
group (such as keywords & placements)
5,000 keywords per negative keyword list
Ad group Level 20 Negative Keyword list per account

300 display ads per ad group (including


image ads)
Keywords & Ad Level 50 Text ads per ad group

10,000 location targets (targeted and


excluded) per campaign

100,000 active ad extensions per account


Source: https://support.google.com/adwords/answer/1704396?hl=en
Google.com Search Structure

Search Query is the term entered


by the user in Search engine

If Search Query
Matches your keyword
Keywords in Account
Formal Shoes
Formal office Shoes
Formal Men Shoes
office Shoes

Q S + Bid = Adrank

Ads 1-25 are available to show for a certain search term


Page Top spots "Other" spots
Page 1 Ads 1-3 Ads 4-11
Page 2 Ads 1, 2, 4 Ads 3, 12-18
Page 3 Ads 1, 2, 5 Ads 19-25
Keyword Match Types
There are 4 types of keyword match types they are:

1. Broad Match type keyword

2. Broad Match Modifier type keyword

3. Phrase Match type keyword

4. Exact Match type Keyword

5. Negative keyword
KeyWord Match Types
There are 4 types of keyword match types they are:

1. Broad Match type keyword

2. Broad Match Modifier type keyword

3. Phrase Match type keyword

4. Exact Match type Keyword

5. Negative keyword
Brief about Keyword match types
Keyword: Formal Shoes

1. Broad Match
A keyword match type that matches search term broadly.
which includes miss spellings, plurals and Close variants
2. Broad Match Modifier (+)
A keyword match type that matches the keyword anywhere in the search term
To use the modifier, just put a plus symbol (+) directly in front of one or
more words in a broad match keyword.
3. Phrase Match( )
Phrase match lets a keyword trigger your ad to show only when someone
searches for your exact keyword phrase with additional words before or after.
4. Exact Match ([])
Exact match lets a keyword trigger your ad to show only when someone
searches for the exactly
Brief about Keyword match types
Keyword: Formal Shoes

Broad Match: Formal Shoes


Ad will also trigger for search terms: Footwear Formal red Shoes
Night were Footwear Formal Chapels old Shoes Formal boots

Broad Match Modifier: +Formal +Shoes


Ad will trigger for search terms which contains keywords like:
Formal Shoes Formal red Shoes Ladies Formal Shoes .etc
Phrase Match : Formal Shoes
Formal boots
Ad will trigger only if the search term include complete
Formal Chapels keyword with or without nay wore before or after the
keyword Formal Shoes for office Old Formal Shoes
Formal Exact Match: [Formal Shoes]
red Shoes
Ad will trigger only if the search term include
complete keyword without ant prefix or suffix
Formal Shoes Ladies Formal Shoe
Negative Keywords(-)

Negative keywords can help you reach the most interested


customers, reduce your costs, and increase your return on
investment (ROI). When you add terms as negative keywords
With negative keywords, you can:
Prevent your ad from showing to people searching for or
visiting websites about things you don't offer.
Show your ads to people who are more likely to click them.
Reduce costs by excluding keywords where you might be
spending money but not getting a return.
Eg: if you are selling Java Coffee and you receive clicks &
impressions of JavaScript programing language then add
ve keyword as -JavaScript -programing -Java -Script
Search Term Report(STR)
A list of search terms that people have used before seeing
your ad and clicking it.
Use this report to refine your keywords so that only the
right searches cause your ad to show.
Look for search terms that aren't as relevant to your
business, and add them as negative keywords
How To See Search Terms on AdWords

Sign in to your AdWords account Campaigns tab Keywords tab -


Click the "Details" button above your statistics table Select "All" from the
drop-down menu for all your listed keywords.
If you want to see search terms for specific keywords, first select the
checkboxes for the keywords you're interested in, then choose "Selected"
from the menu.
Now you'll see data on which search terms triggered impressions and clicks
for all your listed keywords or Selected Keywords To download the data in a
report, click the download button.
Conversion Tracking

Conversion:
A conversion is a customer action that has value to your business, such as
purchase, downloading an app, visiting a website, filling out a form or
signing a contract. Online and offline actions are called conversions because
a customer's click converted to business.
Why measure conversions
Measuring conversions is helpful for your business in following
Connect your ads and keywords to your business goals
Boost your ROI
See how customers interact with your ads across devices
By tracking these actions, known as "conversions," you'll know which ads,
keywords and campaigns bring you business. This helps you invest more
wisely in the best ones and ultimately, boost your return on investment
(ROI).
How to create conversion tracking a
Choose the category that best
describes the action that someone
needs to take for you to consider it a
conversion:
Purchase/Sale of your product
Signup for a newsletter or email
All Conversions
Lead like a phone call or interest
Unique Conversions
form
View of key page like a list of
services or contact page

If you pick 30 days, then conversions


that happen within 30 days after a
click are tracked. Already-recorded
conversions arent affected.
Verifying that conversion tracking
If you know that a click on your AdWords ad resulted in a conversion, and you know
the click occurred after you activated conversion tracking, wait for the conversion to
appear in your AdWords account.

Thank you

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