Google Ads 101

The Google Network?

The all places where you can run Ads through Google.

SEARCH NETWORK DISPLAY NETWORK

Connect with consumers when Connect with consumers when

they search with Google’s they pursue interest with
search partners Google’s site targeting
Google Ads 101

GOOGLE SEARCH NETWORK

Connect with consumers when

they search with Google’s
search partners

Google.com Google Search

Partners
(ask.com | aol.com
etc)

* People see ad when they search something on the Google or its search partners.
Google Ads 101

GOOGLE DISPLAY / CONTENT NETWORK

Connect with consumers when they
pursue interest with Google’s site
targeting

* 90% of the websites & mobile apps are the part of the Google’s Display Network.
Google Ads 101
Google Advertising Network Summary

Google Search Network

Google Display / Content

Network

https://www.youtube.com/watch?v=MTEO7CyHoQw
 Parties At Google Ads

Google
Google Ads Google AdSense

Advertiser Publisher
Google SERP

Organise the world’s information & make it universally accessible to the users.

SEARCH: Seeking & finding the relevant & useful information.

Google Search - Fast & Easy user experience
Anatomy of Google SERP
Google Value Proposition

What an advertiser get while running ads on Google ?

3R’s of Google AdWords

Reach Real time distribution at massive scale.

Your ad is seen only by prospects who are looking for your

Relevance
offerings

ROI PPC model ensures that you are paying for qualified leads
Where do these ads show / How ad position is determined ?
Ad Rank Formula:

Ad Rank is determined by an auction of:

The ad’s relevance and the amount advertisers are
willing to pay

Maximum
Ad Rank = Quality Score x
Cost Per Click
Ad Rank Formula: Maximum CPC

It is the Maximum Amount you are willing to pay for a click on

your Ad.

Maximum
Cost Per Click
E.g.: If you are Max. CPC = $1.2, you will never spend more than
$1.2 per click.
 The RATIO of:
Ad Rank Formula: Quality Score How many clicks are on your Ad
UPON
How many times your Ad is
CTR shown. .

The Ad copy should be relevant

to the search terms.

The Landing page must have

RELEVANCE relevant & accurate information.
Quality Score
[1 to 10] See the intent, Don’t offer
variety.

Page load time.

LANDING PAGE Page should be mobile optimized.
EXPERIENCE It must have relevant information.
Page Navigation should be
easy-to-use.
Page should have engaging content.
Exercise: Calculate the Ad Rank for the following advertisers

MAX CPC QS Ad Rank

Advertiser-1 $5 2 10

Advertiser-2 $3 4 12

Advertiser-3 $2 10 20

*By default, Google give 6 quality score to the new Ad accounts.

Why do we have Quality Score?

Quality Score is the way of balancing the interest of all parties in the online advertising
ecosystem.

USER

ADVERTISER Google
AdWord Auction - Example

Advertiser Quality Score Max. CPC Rank Ad Position How Much Will
I Pay?

Ahmed 6 $2 12 ? [8/6 + 0.01] =

1.34

Hassan 4 $2 8 ?

Ali 2 $3 6 ?
AdWord Auction - Formula

Ad Rank = QS x Max. CPC

Now….

Ad Rank of advertiser below you

Actual CPC = + 0.01
Your QS
 Google Ad Account Setup

https://ads.google.com/

Express Mode Expert Mode

Express Mode
Expert Mode
Google AdWords Account Structure
Google AdWords Account Structure

- The Campaign Level: Laying the Foundation.

- The AdGroup Level: Building Your House.

- KeyWord Selection: Interior Decoration

- Ad Copy: Exterior Design

- Ad Extensions: Adding a Backyard Pool.

Keyword Selection Criteria

- Relevance

- Sufficient search volume

- Affordable
Keyword Match Types

- Exact Match (Min Reach, Max Relevance)

The ad is only displayed when the user searches for the exact keyword or a variation close to
it. However, if the exact keywords are searched but in the wrong order, the ad will not trigger.

- Phrase Match (Medium Reach, Medium Relevance)

The ad is only displayed when the user searches for a phrase that has your keyword or a
similar variation included. Additional words before and after your keyword can be added for
the ad to trigger, but not in between it.

- Broad Match (Max Reach, Min Relevance)

The ad is only displayed when the keyword matches the search terms relevant by Google
Ads or a variation of it. It implies that the entire keyword is not required within the search
query to trigger the ad.
- Modified Broad Match (Slightly Lower Reach, Greater Relevance)

The ad is only displayed if the keywords are a part of the search query in the exact or similar
form. A '+' sign must feature the keywords to determine that it needs to be a part of the search
to trigger the ad.

- Negative Match (Used to increase the relevance of the website visitors)

Unlike the other four types, Negative Match prevents your ad from triggering for–irrelevant
search queries that are similar. You need to add a '-' sign before your keyword to prevent it
from displaying. It helps hone in on specific searches, thus, contributing to your ROI (return
on investment)
Keyword Categories

- Brand Keywords
- Short-tail vs Long-tail Keywords
- Double/multi intent keywords
- Root (Seed) + modifier keywords
Anatomy of An Ad:

- Headline (30 characters)

- Description line (90 characters)
- Display Path 1 & Path 2 (15 character each) [optional]
- Final URL
- Sitelinks
Best Practices for KeyWords

- Use Keywords in Headlines

- Focus more on benefits, less on features.
- Use CTAs
- Use Path 1 / 2 for CTA / locations / Keywords.
Best Practices for KeyWords

- Write simple ads so that less-literate people can understand.

- Use emotional triggers, show them results they want.

[create urgency, curiosity, hope, exclusivity etc].

- Write ads that appeal to your audience but not to others.

- Make sure there is NO mismatch b/w your ad copy & Landing Page.
 Display Marketing

- Users (Behaviours/demographics)

- Content (Website/App/Video)
 Types of Display Marketing

- Keywords

- Placements

- Topics

- Interest & Remarketing

- Demographics (gender, age, parental status etc)

-
 Types of Display Marketing

- Keywords

- Placements

- Topics

- Interest & Remarketing

- Affinity Audience
- In-market Audience
- Remarketing list
- Customer Email List
- Similar Audience

- Demographics (gender, age, parental status etc)

 Types of Ads in Display

- Banner Ads (Different Sizes)

- Responsive Ads

- Video ads

- Text Ads