Google Adwords

Google Ad words PPC Advertising


Module no 7: Google Adword PPC Advertising

Google Adword PPC Advertising: The world’s most popular PPC advertising system is Google Ads (formerly known as Google AdWords). The Ads platform allows businesses to create ads that appear on the search engine of Google and other properties of Google.

Google Ads operates on a pay-per-click model where users bid on keywords and pay on their advertisements for each click. Whenever a search is initiated, Google digs into the Ads advertisers pool and selects a set of winners to appear on its search results page in the valuable ad space. The “winners” are selected based on a mix of factors, including the quality and relevance of their keywords and ad campaigns, and the size of their keyword bids.

Google Adword Content
·     Google Adwords Overview
¤ Understanding inorganic search results
¤ Introduction to Google Adwords & PPC Advertising
¤ Overview of Microsoft Adcenter (Bing & Yahoo) Setting up Google Adwords account
¤ Understanding Adwords account structure
o   Campaigns, Adgroups, Ads, keywords, etc
o   Types of Advertising campaigns- Search Display, Shopping & video
o   Difference between search & display campaign
·     Understanding Adwords Algorithm
o   How to does Adwords rank ads
o   Understanding Adwords algorithm (adrank) in detail with examples
o   What is quality score
o   Why quality score is important
o   What is CTR?
o   Why CTR is important?
o   Understanding bids
·     Creating Search Campaigns
¤ Types of Search Campaigns- Standard,
¤ All features, dynamic search & product listing
¤ Google merchant center.
¤ Creating our 1st search campaign
¤ Doing campaign level settings
¤ Understanding location targeting
¤ Different types of location targeting
¤ What is bidding strategy?
¤ Understanding different types of bid strategy
o   Manual
o   Auto
¤ Advanced level bid strategies
o   Enhanced CPC
o   CPA
¤ What are fiexible bidding strategies?
¤ Understanding flexible bidding strategy
¤ Pros & Cons of different bid strategies
¤ Understanding ad-extensions
·        Creating ads
¤ Understanding ad metrics
¤ Display & destination URL
¤ How to write a compelling ad copy
¤ Best & worst examples of ads Creating ads
·        Tracking Perfomance/Conversion
¤ What is conversion tracking?
¤ Why is important
·        Optimizing Search Campaigns
¤ How to optimize campaigns at the time of creation?
¤ Optimizing campaign via adgroups
¤ Importance of CTR in optimization
¤ How to increase CTR
¤ Importance of quality score in optimization
¤ How to increase quality score
¤ Importance of negative keywords in optimization
¤ Evaluating campaign starts
¤ Optimizing with conversion report
¤ Optimizing with keywords
¤ Optimizing performing keywords
¤ Optimizing non performing keywords
¤ How to decrease CPC
¤ Analyzing your competitors performance
·        Creating Display Campaign
¤ Types of display campaigns All features, Mobile app Remarketing, Engagement
¤ Creating 1st display campaign
¤ Different in search & display campaign settings
¤ Doing campaign level settings
¤ Understanding CPM bid strategy

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