This is the Introduction to Adwords presentation given as part of the Google European HQ Breakfast Briefings in Dublin on the 26th of April, 2014. It covers many of the basic concepts of Adwords and more importantly shows how Adwords can help your business succeed. If this is helpful, I'd love your feedback, and if you feel so moved, please click the Like button or leave me a comment.

1. An Introduction to Adwords
Aislinn Connolly
25th of April
Google confidential
#googlebb

2. This Morning, You Will Learn….
1 Where to start
2 What is Adwords & how it works
3 Live Demo: how to build a Search Campaign
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3. Before You Start
● Know your business objectives
● Know what success looks like
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4. Two distinct types of search results
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search
query
paid
results
organic
results

5. Why Adwords?
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6. Paid gives you control over message
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7. Paid gives you control over landing page
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8. Paid lets you take the fight to your competitors
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VW Example

9. Paid & Organic Work Better Together
Source: Search Ads Pause Study, July 2011, Google.
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10. How Adwords Works
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11. The Auction
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...Is How Paid Results are
Determined

12. A Closer Look at the Ad Auction
Ad Position is determined by...
Quality Score X
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Ad rank… which
denotes ad
position
=
Relevance
Quality Score is determined
by a combination of factors,
including:
• Click-through-rate on
Google.com
• Keyword and ad text
relevance
• Landing page quality
• Ad Extensions
Willingness to pay
Max CPC
Max CPC is the highest €
amount an advertiser is
willing to pay for one click
on their ad

13. Understanding Ad Rank?
Source: http://www.youtube.com/watch?v=MBmPtduElkM
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14. What Keywords Should I Use?
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15. Keywords are critical
Source: http://www.youtube.com/watch?v=6TqVPoLg3sE
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16. Keyword match types explained
Broad: wardrobes
Also matches*: sliding wardrobes, wardrobes, bedroom furntiure,..
Modified Broad: +sliding +wardrobe
Also matches*: sliding wardrobe, mirrored sliding wardrobe, large sliding
wardrobes.
Phrase: "sliding wardrobe doors"
Also matches*: brown sliding wardrobe doors
Exact: [sliding wardrobes]
Matches: sliding wardrobes
Include appropriate negative keywords to limit irrelevant traffic: -"cheap" -[antique
wardrobes], -"used wardrobes"
*In each ring, the keyword shown also matches the searches inside the smaller rings. Illustrative - figure not drawn for scale
Google confidential *

17. Keyword Best Practice
1. Add synonyms of existing keywords
1. Add plural and singular variations of keywords
1. Remove duplicate keywords to prevent them from competing with one
another
1. Create a negative keyword list to filter out irrelevant traffic
1. Consider using different keyword match types
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18. How To Make Your Ads Stand Out?
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19. Better Ad Text, Better Performance
Source: http://www.youtube.com/watch?v=EboW3RZmRao
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20. Top shelf space on Google gets 10x the volume
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top shelf
side
Source: Google Think Insights.

21. Ad Text Deep-Dive
Catch your customer’s eye by making sure your headlines match your
keywords
I think I’ll search
for
“Running Gear ”
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22. Make Your Ad Stand Out with Ad Sitelinks
Drive Increased Performance:
• 2-line sitelinks raise CTR +20%
• 3-line sitelinks raise CTR +30%
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23. Make Your Ad Stand Out with Call Extensions
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24. Make Your Ad Stand Out with Location
Extensions
Drive Increased Performance:
• CTR increase of +10%
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25. Be found, be favorable
Good ad ad copy with a call to action
Better ad
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sitelink extensions
call extensions
Great ad
“Sitelinks help us engage
users faster with more
options, and reduce
location extensions
wasted clicks”

26. Best Practice when writing ads
1. Make sure adtext matches your keyword list.
1. Stands out from your competition.
1. Includes a call to action and USP
1. Inter capitalisation of adtext
1. Enable all applicable Ad Extensions.
1. Make sure ads link to relevant Landing Page
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27. Why All This Matters To You
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28. Four Reasons why this matters.
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1. Maximum coverage generates sales
People who can’t see you, don’t buy from you
2. Together is better
Ads alongside organic results boost brand perception…
3. Take the fight to your competitors
The more visible you are, the less visible they are
4. You can’t tell intent from the search term…
Typing ‘Shoes’ could be related to formal, dress or casual
Be there for them in every case.

29. Live Demo
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30. Account Structure Best Practice
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31. Account Structure Best Practice
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32. The wrong way to structure an account
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33. A better way to structure an account
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34. Resources To Learn More
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35. Resources to learn more
1. Help Centre
2. Adwords Channel
Google confidential

36. Thank you.
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37. Appendix
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38. What does quality score influence?
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eligibility position
determines whether your ad
is eligible to enter the
auction for that query
determines the relative
position of your ad in relation
to the other ads on that result
rage
price top slot
a better quality score reduces
the price you need to bid to
maintain a given position
only high quality ads are
eligible to appear above the
natural search results

39. how to improve your quality score
the best way to improve your quality score is to
1 organize your account for maximum effectiveness
2 choose relevant keywords
3 create straightforward, targeted ads
4 point users to a landing page with relevant, original content
with quick load times
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focus on your key metrics

40. Keyword match types: when to use them
Match Type When to use it Pros Cons
Broad
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Capture huge amounts
of traffic
Traffic
Reach
High Traffic
Less Relevant
Require Negative
Keywords
Broad Match
Modifier
Capture high amounts of
traffic
Traffic
Reach
Control
High Traffic
Less Relevant
Phrase
Target specific phrases
you want to appear on
Control
Specific
Lower Traffic
Less Reach
Exact
Target exact terms you
want to appear on
Control
Relevancy
Quality Score
Lower Traffic
Less Reach