hangout session with rachit jain

Google AdWords Campaign Creation & Best Practices

The disclaimers first

Campaign Creation & Best Practices |

●  Views are mine, Not Google’s

●  I know a bit about SEM, not about SEO

Agenda


●  Internet Marketing – Overview

●  Google AdWords

●  Type of campaigns in AdWords

●  Building an AdWords campaign

●  Understanding AdWords Pricing

Internet Marketing Overview

●  Over 300Mn Internet users in India

●  Approx. 60% Male; 40% - Female

●  YouTube reach – Approx. 80 Mn users

●  55% of Watch time for YouTube comes from Mobile

Digital marketing tools ● Search marketing -

● Keywords based; Cost per Click;

● Display

● Market on basis of content of webpage – Keywords; Topics; Websites

● Market to specific audiences : Interests/ Affinity; In-market audiences

●  Re-marketing / Retargeting – Market to past users / buyers

● Mobile

● Advertise on in-app ads – To promote Apps; Click to Call

● Video

● Run your video ads like you run TV commercials – Targeted audiences

● E-Mail ads – Gmail Ads

● Social media ads – Not covered in this presentation J

Campaign Goals Advertisers should identify specific goals for their AdWords advertising and manage the campaigns based on those goals.


What’s the goal? ●  Increase traffic to business website

○  Focus on clicks, CTR, keyword performance, search terms

●  Increase sales or other types of conversions

○  Focus on conversion data, destination URLs

●  Raise brand awareness ○  Focus on impressions, customer engagement, reach and

frequency

●  Increase return-on-investment ○  Focus on conversions

About campaign types

●  Search Network Only Your ad will show on Google search sites, including Google Search,

Shopping, Maps, Images, and Groups, as well as sites that partner with Google, like AOL.

Display Network Only Your ad will show on Google's network of partner websites, as well as on

Google sites like Gmail, YouTube, Blogger, and Google Finance.

●  Search with Display Select Your ad will show on the Google Search Network and the Google Display

Network (GDN). This is a good choice if you want your ads to reach the widest possible set

of customers.


Additional Campaign Types

Shopping Campaigns (search network)

Ads serve based on relevancy between search query and inventory list within Google Merchant Center.

Dynamic Search Ads (search network)

Ads serve based on relevancy between search query and website content.

Remarketing (display network) Ads serve to pre-existing user list based on website visitors.

Mobile Apps (display network)

Ads serve on GDN and AdMob network on iOS and Android devices.

Engagement Campaigns (display network) Interactive rich media ads


Search campaign options (sample)


Planning AdWords campaigns

Settings for each Campaign include: Budget Geographic Targeting Network Targeting Language Device Bid Adjustments (mobile, location, and ad schedule)

Important questions to consider:

What products/services does your business offer? How does your business differ from your competitors'? Who is your core audience/customer base? Where do you provide services (local/regional/national, online/offline)?


Campaign structure best practices

Structure each campaign around one goal Separate campaigns by theme or product line Align campaign structure with website structure Campaign names should describe specific products/services


Organize Your AdWords Account to Maximize Your Success

Campaign creation demo


1. Create Campaign Review Campaign Types

2. Review Campaign Settings:

o  Location Targeting o  Language Targeting o  Bidding Options & Adjustments o  Budget Options o  Edit Campaign Settings

Key Takeaways


●  Campaign structure may vary based on client goals, website structure, or

items being promoted.

●  Clients can target a combination of networks or a single network.

●  Campaign settings can be edited at any time.

Determining the pricing

●  Not minimum commitment ●  Scalable

Insights on the AdWords Auction

Thank you!


Loose ends


What is a Network? When you advertise with AdWords, you’ll be showing your ads on one or both of Google’s advertising networks: the Google Search Network and the Google Display Network. The network setting determines which of these networks your campaign’s ads will appear on and the types of ad formats that you can use. What is a bid? When you select each keyword, you can choose how much you're willing to pay when a customer searches on that keyword and clicks your ad. This is your keyword's maximum cost-per-click, or max CPC, bid amount.

Campaign types: Search & Display, SNDS


Standard: Keyword targeted text ads for Search and Display Networks Available Features Unavailable Features

Basic location targeting Basic bidding and budget settings Common ad text extensions (inclusion of a

phone number, URL, location, or social link) Language Targeting

Advanced social/experimental settings Ad scheduling and ad delivery method options Advanced location options Mobile app extensions Advanced keyword matching IP exclusions The Display Network tab, including targeting

methods such as managed placements and topics

Dynamic tracking URLs

All Features: All features and options available Available Features Unavailable Features

All the standard features, plus ad delivery methods, and all ad extensions

None SNDS - Display Network tab

Campaign types: Search only


Standard All Features

Available Features Unavailable Features

●  Same as SNDS ●  Same as SNDS


●  All the standard settings, plus ad delivery methods, and all ad extensions

●  None

Campaign types: Display only

All Features: All the features and options available for Display Network


All the standard settings Option to target by operating systems, device

models, carriers, and wireless networks Ad delivery methods, and all ad extensions

None


Changing 'Campaign Type'


Changing campaign types can affect your campaign's performance and ad serving, or hide and deactivate certain features. We've disabled the option to change between some kinds of campaign types to help you avoid these issues:

hangout session with rachit jain

Education