I delve into the Basics of Search Theory, the evolution of the Search Industry. How the Google Adwords Program evolved. I explain about the Google Adwords Account Structure. How Keywords are to be chosen. The Different Types of Keywords. How to use a combination of Positive and Negative Keywords. I have used "Advanced Google Keywords" by Brad Geddes as the basic source.

1. Online Advertising
Various forms:
Contextual Advertisements on SE results pages
Banner Ads
Rich Media Ads
Social Network Advertising
Interstitial Advertising
Online Classified Advertising
Advertising Networks
E-Mail Marketing

2. Google Adsense
• Ad serving application
• Website owners enrol to enable ads
• Adminstered by Google
• PPC or PPI
• Expected revenue> $ 9 Bill

3. Adsense-How it Works
• Ads served on basis of:
• Website Content
• User’s Geographical location

4. Why Adsense is preferred?
• Less intrusive
• Content more relevant
• Ad revenue for small websites

5. Google Adsense…the commercials
• Advertiser submits sealed bid
• Additionally, for every click received ,
advertiser pays one-bid increment over
second-highest bidder

6. Google Adwords Program
• Google’s flagship advertising product
• Main source of Revenue
• Ad Rev: $ 23 Bill

7. Understanding Search Theory
1996 : IdeaLabs changes Internet Marketing forever

8. First Concept-Relevance
• Helps searchers
• Synergy between searchers and advertisers
• Win Win

9. Second Concept-Pricing Model
• From Impressions to Clicks
• From PPI to PPC

10. Third Concept….The Signup Process
• No salesperson between advertiser and
inventory
• Self-Serve Ad Model
• Straightforward approach

11. Fourth Concept-The Auction Process
• No set prices
• Bidding
• Higher Bid, Higher in Results

12. Actions in the Search Industry
• 2001: GoTo.com awarded patent
• Oct 2001: Renamed Overture
• April 2002: Overture sues Google for
infringement
• 2003: Overture acquired by Google
• Google settles with Yahoo

13. Google Enters the Arena
• First Offering: A CPM Program
• Failure

14. Google Adwords Launched
• First Self-Serving program
• October 2000
• 350 Customers
• Still CPM

15. Google Adwords Select Revolutionises
PPC
• Feb 2002: Google changes advertising forever
• Incorporates all 4 GoTo principles
• Own Twist

16. GoTo vs Google Adwords
• GoTo: Only Highest Bid
• GA: Relevance for Searcher
• + Maximise Revenue for each SERP

17. How does Google Decide Ad position?
• Maximum CPC X CTR

18. The Impact
• Level Playing Field
• Price no longer trumped relevancy
• More relevant ads
• The Art of Keyword Research

19. The Psychology of Search
• SEs not meant to browse the Web
• iGoogle
• StumpleUpon
• Digg

20. Who uses a SE
• Specific Piece of Information
• Answer to a Question

21. The Mind of the Customer
• We think differently
• We ask questions differently
• Delve into various ways people think and ask
questions
• Choosing Keywords carfully

22. How people ask questions? Is my website the answer to his
questions?
Web Content Strategy

23. How Search Works….Matt
Cutts

24. From Concept to Words
•The Actual Question…..Abridged Version
•The answer to the question
•A description of the Problem
•A symptom of the problem
•A description of the cause
•Product Parts or Brand Names

25. Searches are thought Processes
• Essential to consider all ways someone can
search for your products
• Understanding Query

26. Understanding Search Results
• Expectation Setting
• Role of Ad in Search Process
• Relevance
• Need for only “engaged” visitors

27. The Purpose of Ad Copy
• Quick Scan…are results upto expectations?
• Need to stand out
• Compelling enough to click

28. Guidelines for Ad Copy
• Only 95 characters
• Headlines that draws attention
• Why you have answers to their question
• Faithful to your products and services

29. 5 Tips for Web Headlines
• Include your paid keyword
• Don’t sound like an Ad
• Highlight benefits rather than features
• Make headlines look easy to read
• Use Google Website Optimizer

30. Purpose of Ad Copy
• You hold the key to their question
• Website will contain the answer

31. The Importance of Expectations
• Preconceived Notions before search
• Ad Copy sets expectations
• Landing Page must meet expectations

32. Landing Pages Leads to New Customers
• Rarely the Home Page
• Page most logically related to search query
• Most searchers don’t know your website
• Must be an extension of Ad Copy

33. Ad Copy and Landing Page
• Ad Copy: Informs searcher what they would
find
• LP: should continue the conversation …assist
in finding answer

34. What should the landing page contain?
•Answer to their question
•Instructions to get the answer to their
question

35. The Criticality of the Landing Page
• Bad LP: Wasted Advertising Expenditure
• Good LP: Converts shoppers into buyers

36. How is a Web Buyer Different?
• Search Process is driven by giving someone
the correct information at the correct time
• Affects every step

37. Ads Should Lead Searchers to Answers
• Searcher queries…
• “Plasma TV Features”

38. Two Ads
• Ad 1
• “Plasma TV.Massive New TV offerings. Visit us to
buy your new TV”
• Ad 2
• Compare Plasma TV features. Find a new plasma
TV that fits your lifestyle and budget.

39. Guideline for Ad Copy
• Need to reflect query
• Recognize where a searcher is in the buying
cycle

40. Advertising is welcome
• Part of the Information Gathering Phase
• Need to align with the search process
• Helps customers find answers
• Helps business make sales

41. Goal Alignment: Google vs Advertiser vs The Searcher
• Three Different Entities
• Each trying to achieve their Goals

42. Google’s Goals
• Searcher should come back again and again
• More chances to make money
• Wants searchers to get answers quickly, easily
and on a Google Property

43. Advertiser’s Goals
• Show ad related to their product
• Show an ad related to the searcher’s query
• Wants to control

44. The Searcher’s Goals
• Need to align
• G: Relevancy

45. Google Adwords….Essentials
• Automated Auction
• Advertiser writes ads, chooses relevant keywords
• Prospective customer searches
• All ads with keywords matching in auction

46. Keyword Research
• Google Adwords Keywords Tool
•https://adwords.goog
le.com/select/Keywor
dToolExternal

47. Who wins?
• Only top ads appear
Sponsored Links
Above Main Search Results

48. Also on other websites
• Other relevant websites
• Content Network
• Either Advertiser chooses sites
• Google Matches ads with websites

49. Google …How does it Match?
Step 1
Analysis of Content
Step 2
Main Concept behind Advertising Message
Step 3
Automatically places Ads

50. Google rewards relevancy
Higher position
Less costs

51. Google Adwords Basics….The Account Structure
Three Levels
Account
Campaign
Ad Groups

52. Take a look at Account Structure
Campaign
Should focus on specific product range/area
of business
Ad Group
Focus on subcategory

53. Structuring your Google Adwords Accounts
What campaigns?
What ad groups?
Structure of Website should be
reflected

54. Account for www.flipkart.com
Books Movies,Music and Mobiles and
Games Accessories
Campaign 1: Books
Ad Group 1: Business
Ad Group 2 : Literature
Ad Group 3: Cooking, Food and Wines

55. Choosing the right keywords
Reach the right customers
Each Ad Group: Tightly themed keywords
Keywords for Ad Group with theme of books on
Cooking, Food and Wines…..
Baking
Herbs
Ingredients
Meals
Snacks
Desserts….

56. Keyword Matching
Broad Match
Negative Match

57. 3 Step Approach to selecting Keywords
Step 1
List all relevant keywords for a ad campaign
Campaign: Books
Each Ad Group: A type of books
Books, textbooks, fiction, authors, meal, cheap books, school, money,
University, stockmarket, cooking , Charles Dickens, best books, leadership,
management, ingredients,Tolstoy, humour, Shakespeare, John Grisham,
best books

58. Step 2
Split keywords into themed ad groups with relevant ad
texts
Ad Group 1: Business Ad Group 2: Literature Ad Group 3: Cooking,Food and
Wines
Business Books Literature Cooking Food N Wines
Sale Now On. Wide variety of Sale Now on. The Authors you Sale Now on. The Best CooKing
Authors and Bestsellers.Buy Now. always wanted to read.Buy Now. Guides.Buy Now
Flipkart.com/Business Flipkart.com/Literature
Flipkart.com/CookingFoodNWines
Keywords: Keywords:Shakespeare,John Keywords: Meal,cooking,ingredients
money,stockmarket,leadership, Grisham, Charles Dickens
Management Tolstoy -Delivered Free
- Delivered Free -Delivered Free

59. Step 3: Review and Refine
“Books,Authors”: Too Generic
Don’t use same keyword in multiple ad groups in same campaign
Negative keywords: Delivered Free
“Cheap Books,best books”: Not specific enough

60. Tips for choosing the right Keywords
Think like a customer
Match your keywords to your ad text
Use Google Adwords Keyword Tool
Review Keywords regularly
Use negative keywords

61. Write Ads to get the customers start clicking
Test your messaging
Write 3/4 variations of the same ad text in
each ad group
Same keywords
Adwords rotates the ads at no extra costs

62. Three Variations…same ad group…same keywords
Business Books Best Business Books Cheapest Business
Books
Drucker,Prahlad…All here… All the New York Times Bestselling
Books Widest Choice,Call now
Deliveries in 2 Days anywhere in India
Pay Cash on Delivery Flipkart.com/Business
Flipkart.com/Business
Flipkart.com/Business
Same Keywords: Money,
Stockmarket,Leadership,Management

63. Test your Ad Message
Allow these variations to run for a while
Check clicks
Ads with highest CTRs: most relevant

64. Tips for writing targeted ads
Use your keywords in your ad
Include special offers,USPs,prices
Use strong call-to-action
Direct users to that page on the
website that is most relevant to you
ad

65. The Buying Funnel
•Awareness
•Interest
•Learning
•Shopping
•Buying

66. The Buying Funnel
Awareness
Interest
Learn
Shop
Buy

67. Broader Buying Cycle
Two Additional Steps:
Retention
Advocacy

68. Ads
Keyword
Indicates where in Buying
Phase Landing Page

69. Awareness
Very General Keywords
Consumers do know enough about features,
benefits or parts types
High Volume, Low converting keywords…e.g
laptop, apartment

70. Interest
•How to Generate
•How it will make life better
•Focus on Benefits

71. Learn
•Information gathering phase
•
•Specifications/Features
•
•Features and differences

72. Shopping
•Compare similar products
•Specific Keywords: Displays knowledge

73. Buy
•Customer already made up mind
•Often Part numbers/ company names

74. Keywords for a Smartphone Buyer
Awareness Phase
Keyword: Smartphone
Keyword India Monthly Approx CPC (Rs.)
Searches
Smartphone 201,000 10.01

75. Google Insights for Search
Compare by:
•Search Terms
•
• Locations
•Time Ranges
•Filter (Web/Image/News/Product Search)
•Location (Countrywise)
•Time (last 7/30/90/365 days, Yearwise, Date Range)
•Category

76. Google Insights for Search
• Interest over Time (weekwise)
• Regionwise/Subregionwise interest
• Top Searches
•
• Rising Searches

77. Keyword Ideas….Awareness Phase
Keyword India Monthly Approx
Searches CPC(Rs.)
What is 2,46,000 9.82
smartphone?
Smartphones 2,01,000 9.07
Best 33,100 6.14
smartphone
Smart phones 1,35,000 9.68

78. Keywords for a Smartphone Buyer
Interest Phase
Benefits
• Stay in Touch
•
• Multimedia Functions
• Applications
• Remote Office

79. Keyword Ideas….Awareness Phase
Keyword India Approx CPC
Monthly
Searches
Watch 3,600 10.41
Mobile TV
Angry Birds 90,500 5.22
Email on 60,500 12.35
Phone
Spotify 9,900 36.29

80. Keyword Ideas…Learning Phase
Keyword India CPC
Monthly
Searches
Front Facing 320 23.06
Camera
MicroSD 60,500 9.21
WiFi Sync 2,900 21.06
Speech to 60,500 25.60
Text

81. Keyword Ideas..Shopping Phase
Keyword India Approx CPC
Monthly
Charges
Apple 3,68,000 13.86
iPhone
iPhon 90,500 7.23
iPhone 4,50,000 12.93
Prices
Samsung 22,40,000 6.41
Galaxy

82. Keyword Ideas…Buy Phase
Keyword India Approx CPC
Monthly
Searches
iPhone 4 GS 8,100 14.36
Samsung 110,000 7.09
Galaxy Fit
Blackberry 165,000 15.70
Storm

83. How do Consumers Flow through Buying
Funnel
•Different for every business
•No Time Limit
•Skipping Phases

84. Buying Phase and Keywords
•Each Keyword : At least one Phase
•Ambigous? : Test Different Landing Pages
•Examine Keywords
•Need to engage
•Need Both click and conversion

85. Understanding Keywords
•Thoughts put into words
•Searcher is looking for answer to a question
•Choose a Keyword: Promise of an answer

86. Keywords…Four Types
• Explicit
• Problems
• Symptoms
• Product Names or Part

87. Explicit Keywords
• Directly describes the product or service
• Highest Search Volume
• Very little creativity required for research

88. Examples of Explicit Keywords
• Dentist
• Dentist in Chandigarh
• Emergency Dentist
• Dentist Phone Number

89. Problem-based keyword
•Conditions/problems your product
solves
•Also called Curing Searches

90. Problem-based keywords
• Toothache
• Remedy for Toothache
• Tooth Pain
• Gum Infection
•

91. Symptom-based Keyword
• Internet is too slow
• Oily Skin
• Feeling tired
• Bleeding Gums

92. Keywords based on Product
Names/Part Numbers
•
•Apple iPhone 4 GS
•Nikon D-3000 SLR
•Inspiron 15 R Laptop

93. Keyword based on Informational Query
•
• What career do I pursue after Graduation?
• Where to visit for my winter holidays?
• How to click photographs on a mobile phone?

94. Finding Keyword Ideas
Consider
Themes
For Each theme, Fill
up Keywords

95. Two Points to Remember
•
•Always Keep the searcher in mind
• Always keep your product in mind

96. How many keywords?
Keyword Lists
•Relevancy
•Specific Enough to determine User Intent
•Google Account Limits

97. Creating Keyword Lists
Category Product Types Product Product Example
Adjectives Attribute 1 Attribute 2 Keywords
Teenage Girls Shirt Long Sleeve Cotton Teenage Girl
Shirt
T Shirt Short Sleeve Rayon Teenage Girl
Long Sleeve
Shirt
Tops Sleeveless Silk Teenage Girl
Long Sleeve
Cotton Shirt
Jackets Natural Fibre
Sweatshirts Wool

98. Stepwise Process
Create
AdGroup
Fill In
Keywords

99. Expand List within Group
•Plurals
•Misspelling
•Similar Words

100. Long Tail Keywords
• Three or More Words in Length
• Low Search Volumes

101. Advantages of Long Tail Keywords
•Less Competition…..more keyword research
• Easier to match user intent

102. Wide versus deep Keywords
Keyword List that has breadth
Delete Adware
Delete Browser Hijacker
Delete Cookie
Destroy Trojan
Find W32
Remove Worm

103. Wide versus deep Keywords
Keyword List that has Depth
Anti Spyware
Spyware AntVirus
Anti Spyware
Download Spyware Blaster
Free removal of Sypware

104. Most Common Mistake
Focus on Depth Rather than Width

105. Why Mistake?
•Too Narrow a Focus on the most competitive
keywords
•Missing Out on the most traffic and profitable
niches

106. Ideal Approach
• Go Wide First….Root Keyword List
• Which Niche has high traffic: Cost/ Conversion
Low
• Then Go Deep

107. Discerning Keyword Match Type
• Broad Match
• Phrase Match
• Exact Match

108. Broad Match
•No Formatting
•Ad displayed when query is related to Keyword
•Match to Misspellings, Plurals, and Similar
Words, Different order

109. Broad Matched Keyword “Furniture Shop”
Matches with
• Furniture Shops”….plural
• “Furnitur Shop”…..Misspelling
• “Shop Furniture”….Different Order
• “Cane Furniture Shop”…..contains similar words

110. Broad Match-Pluses and Minuses
•Little Control
• Very Specific Queries
• Impossible to have every relevant
Keyword

111. Phrase Match
• In Quotation Marks
• Only if in Same Order

112. Phrase Matched Keyword “Furniture
Shop”
Matches with
Steel Furniture Shop
Furniture Shop in
Chandigarh
Cane Furniture Shop in
Patiala

113. Matches even if words are
Before
After
Before and After
The Keyword Phrase

114. Phrase Matched Keyword “Furniture
Shop”
Does Not Match
•Misspellings
•Plural
• Different Word Order
•Word between

115. Exact Match
•In Brackets
• Identical

116. Exact Match
Does Not Match
•Misspellings
•Singular/Plural
•Similar Words
•Additional Words

117. Exact Match…..Big Plus
Exact Words
User Intent

118. How to use Match Type in Adwords
Account
•All 3 Types allowed for same keyword
• Budget and Reach

119. Which Match Type?
Start with Exact
Match keywords
Which Keyword
Meets Business
Goals?
Add Phrase
Matches
Add Broad
Matches

120. Bidding Strategy…Multiple Match
Exact Match: Highest Bid
Phrase Match: Slightly Lower Bid
Broad Match: Lowest Bid

121. Why this bidding strategy?
•Higher Ad rank for Exact Match
• Pay Higher for more accurate User Intent

122. Usual Scenario
Conversion Rate (Exact Match)>>>
Conversion Rate ( Phrase Match) >>>
Conversion Rate(Broad Match)

123. Missing Keywords
•Conversion Rate ( Broad Match)>>>>
Conversion Rate ( Phrase, Exact
Match)
•Search Query Report

124. Recommended Bidding Rates
Bid (Phrase Match) : 25% Less than Bid (Exact
match)
Bid ( Broad Match): 25% to 50% Less than Bid
(Phrase Match)

125. Using Negative Keywords
Conversion Rates and Cost
Per Conversion
Low Conversion Rates: Filter

126. Effect of Using Negative Keywords
•Increase of CTR
•Conversion Rate should increase
•Reduction of Cost Per Conversion

127. Implementing Negative Keywords
•Within Ad Group
•At Campaign Level

128. Negative Keywords within Ad Group
Minus Sign
Affects the keywords only
within the Ad Group

129. Negative Keywords at campaign level
Affects every Ad Group within the
campaign

130. Negative Broad Match
•Ad Not Shown if word is anywhere within search
query
• Does not match to misspellings or plurals
• Multiple words allowed
• Order does Not Matter

131. Negative Keyword= Shop
Search Term Ad
Displayed/NotDisplayed
Furniture Shop ND
Shop in Chandigarh ND
Furniture Shops D
Furniture Shops in D
Chandigarh

132. Negative Keyword=Furniture Shop
Search Term Ads Displayed/Not
Displayed
Cane Furniture Shop ND
Furniture Shop in ND
Hyderabad
Furniture Shops D
Furnitur Shops D
Shop Furniture ND
Shop Steel Furniture ND
Shop for Steel Furniture ND
Shop for Steel Furnitures ND

133. Negative Phrase Match
•In the Exact order
•Additional words allowed allowed before/after
•Does Not Match Misspellings/ Plurals

134. Negative Phrase Match=Furniture Shop
Search Term Displayed/Not
Dispalyed
Cane Furniture Shop ND
Furniture Shop in ND
Hyderabad
Furniture Shops D
Furnitur Shops D
Shop Furniture D
Shop Steel Furniture D
Shop for Steel D
Furniture

135. Negative Exact Match
Does Not Match
•Misspellings
• Singular/Plural
• Different Order

136. Negative Exact Match =Furniture Shop
Search Term Display/Not Display
Furniture Shop ND
Shop Furniture D
Furniture Shops D
Shop Furniture D
Furnitur Shop D

137. Negative and Positive Keywords Together
•First Determine when you want your ad to Show
•Any Variations when you do not want Ad to be displayed
•Positive and Negative Keyword
•Match Type

138. Search Query Reports
Keyword Ad Search Search Cost/conv
Number Group Query Query ersion
Match
Type
1 Home Furniture Phrase $ 4.0
Forniture Shop
2 Home Steel Broad $ 3.50
Furniture Furniture
Shops
3 Home Buy Broad $ 5.0
Furniture Almirah
4 Home Dining Exact $4.50
Furniture Table
5. Home Buy Broad $16
Furniture Computer
Table

139. Expand your reach
Content Network
Tightly themed campaign
Review Performance: “Networks” and
“Show Details”

140. Understand your success-Adwords Statistics
CTR
Keyword Status
Average Position
First Page Bids
Quality Score

141. Performance Measurement Tools
Conversion Tracking
Google Analytics

142. Google Conversion Tracking
Free
Valuable user behaviour:
Purchase
Signup
Pageview
Lead
Monitoring and Evaluating Tool

143. Google Analytics
Free Website Analysis Tool
How people found your site?
How they expolred it?
What actions they took?

144. Google Adwords Program
• PPC advertisements
• Site-targeted advertising: Text/banner/rich-
media ads
• Local,national and international distribution

145. Google Adwords Advertisements
• Text : Short
• : One Headline
• : Two additional textlines
• Image : Several IAB standards

146. PPC Advertisements
• Advertisers select:
• Keywords
• Maximum amount per click

147. Clickthrough Rates (CTRs)
• 8% for First ad
• 5% for Second Ad
• 2.5% for Third Ad