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Google adwords by king of digital marketing

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Google AdWords is Google's online advertising program that lets you reach new customers and grow your business. With AdWords, you choose where your ad appears, set a budget you're comfortable with, and measure the impact of your ad.
What is Google AdWords
What is AdWords? Google AdWords is Google's advertising system in which advertisers bid on certain keywords in order for their clickable ads to appear in Google's search results. This infographic will help you understand how AdWords works, detailing the AdWords auction, bidding process and explaining important factors like Quality Score and cost-per-click. If you're asking "How does AdWords Work?" this infographic is for you!

Does AdWords Work?
Does Google AdWords work? Depending on the competitiveness of the keywords you're bidding for and the relevancy of that keyword to real conversions for your company, AdWords may or may not work for your business. For the most part, we've found that Google AdWords is extremely effective for many kinds of businesses, as long as they don't waste their money on the wrong keywords, or write weak, low CTR ads.

How to advertise with Google AdWords
Businesses can advertise on Google by opening a Google AdWords account.

How does AdWords bidding work?
The actual position of your ad is determined by your ad rank (Maximum Bid times Quality Score). The highest ad rank gets the 1st ad position. Your actual CPC will be determined by the ad rank of the next highest ad below you divided by your Quality Score. The only exception of this rule is when you are the only bidder or the lowest bid in the AdWords auction; then you pay your maximum bid per click! AdWords bidding heavily penalizes advertisers who bid with low quality scores. Conversely, those with high Quality Scores get higher ad ranks and lower CPC.

How many times does a Google auction run?
The auction gets run billions of times each month. The results are such that users find ads that are relevant to what they're looking for, advertisers connect with potential customers at the lowest possible prices and Google rakes in billions of dollars in revenue.

How does the Google auction work?
Once a query is made on Google, the search engine processes the request and runs the auction which will then determine the ad positions and each advertiser's CPC.

How do you enter a Google auction?
Your ads are eligible to be entered into an auction whenever you're bidding on keywords relevant to the user's search query. Your bids, Quality Score, and relevance will come into play in determining whether your ad qualifies to display on the SERP.

What gets entered into a Google auction?
Once advertisers identity keywords they want to bid on, Google then enters the keyword from your account that it deems most relevant into the auction with the maximum bid you've specified as well as the associated ad.

What is CPC?
CPC, or cost per click, is the amount an advertiser pays each time someone clicks on their

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Google adwords by king of digital marketing

  1. 1. Google AdWords Basics King of Digital Marketing By Gaurav Dubey +91 9555696058
  2. 2. Quick & Dirty SEM  Search Engine Marketing, as practiced on Google, Yahoo, etc., is the fine art of serving ads targeted to a user’s query.  SEM != SEO  Google pwns SEM; Yahoo apes Google  Pay per click (PPC) system  Account>Campaign>Ad Group>Creative(s), Keywords, Max CPC, Landing Pages  Total budget & daily budget: when hit, ads stop (socialtext)  Served on Google.com, Google search network (AskJeeves etc.); can opt in to serve on content partners (AdSense network)  Site targeting now available
  3. 3. AdWords Location Targeting  Serve ads only to local users — great for local businesses, reduces need to specify location in creative  Target by country, city/region, “polygon” (connect the dots), radius (within a certain distance of a specified point)  But Google can’t figure out where all its traffic comes from, partly due to anonymizing services such as Tor [tor.eff.org] TOOOOOOOOORRRRRRRRR!!!!!!!!
  4. 4. Optimizing AdWords Performance  Test performance using data Google provides (and your own) and tweak your campaign accordingly  Common metrics: Impressions (exposure), clicks (“traffic”), click-through rate (CTR), cost per click (CPC), conversion, ROI  Relevant keywords in tight ad groups  Grow KW lists: misspellings, singular/plural, concatenating terms  Google, Yahoo, 3rd-party KW tools e.g. WordTracker  Creative that is informative, uses dynamic KW insertion in headline, employs call to action or good ol’ “Free,” scans nicely (no awkward line breaks)  Run multiple creatives with different messaging  Appropriate landing page
  5. 5. Brand Spankin’ New Changes  200-character creative beta test:  Kinda regressing to earlier incarnation of AdWords (pre-12/03)  Overt imitation of Yahoo (role reversal!), w/same truncation problem  But may make life easier for e.g. Germanlanguageadvertisers  Tuesday’s Upheaval: “Quality Based Bidding”  The longstanding $0.05 min CPC has been done away with; now bids could go as low as $0.01  Complicated KW status system simplified to “active”/“inactive”  Minimum Bid: if met, KW is active; if not, inactive  Min. Bid is dynamic, differs by advertiser, determined by KW’s “Quality Score,” which is a brew of CTR + performance history + secret sauce  How will the QBB system get gamed?
  6. 6. Yippy Skippy! The Evil!  Advertisers have come up with crafty ways to get their ads in top position  Only top 3-4 ads get many clicks (see Eyetools eye tracking study)  Click fraud: by individual, scripts, “armies”  Google will detect fraud and credit the victim’s account  Poor use of evil dude’s time and effort  Impressions fraud  Phishing? (needs explicit nixing)  QBB system may well engender its very own evil, since first reports indicate that competition on KW is big factor in calculating min. bid
  7. 7. Stupid AdWords Tricks  AdWords haiku (a past fad)  Keep tabs on how many people are googling you (if you dare give Google your credit card info) — remember, no charge for impressions  An AdWords ad is a cheapass but unique birthday gift!  Googspy.com: Find out what KWs your competitors are buying  Unfortunate ad results:  There is a “sensitivity filter” in Gmail’s ad-serving system to prevent the above from happening  Google tweaks certain queries’ natural search results: suicide, heart attacks — life-saving policy violation
  8. 8.  But it appears Google also sometimes floats its own ads to the top of paid results
  9. 9. What People Want to See  Jason Calacanis (Weblogs, Inc.) would like:  A tool that logs daily the going price per position of a set of KWs & who’s buying them, tracking changes & trends over time  A hack linking Google KW suggestion tool’s output to real-time KW prices (Google’s traffic/cost estimator is way off), so you can figure out which suggested KW is the best deal  I would like:  Google’s in-house tools to be made available to its customers  A flying pony  What would you like?
  10. 10. Thank You! King of Digital marketing- kingofdigitalmarket@gmail.com Slides at: http://www.riana.org/GoogleAdWords.ppt Sites Referenced in This Talk:  https://www.facebook.com/kingofdigitalmarket  http://www.slideshare.net/kingofdigitalmarketing  https://twitter.com/kingofdgtlmrkt

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