The Future - Fewer Ad-spots on Mobile

(which is 50% of Searches in 2015)

AdWords Fundamentals &
Keyword Match Types
Session - I
Getting Started with Google AdWords

AdWords Fundamentals
Campaign Set-up
Keyword Match Types
Keyword research
Campaign, AdGroup & Keywords attributes
The Google Algorithm For
Paid Search

Google Ad Auction a
Preview
Who Are Involved In an Auction for a Search Query

Advertisers - Want to Show relevant ads so that users click on them

Users Dont want to be bothered by spam and want to see relevant information

Google Better experience for both the advertiser and the user so that both use
more of Google
The rules of the auction
Every time a query is made on Google it runs an auction

The auction is for clicks and advertiser only pays when they receive a click

Google places a premium on ad quality for better user experience

How is Ad Quality Determined (=Quality Score)
Quality Score is a Metric of determining Ad Quality. QS is measured in a scale of 0-10
(10 being the highest)

Click Through Rate (CTR) - Googles way of Incorporating users feedback in serving
of an ad for that keyword (search query)

Relevancy How relevant is the messaging to the search query

Landing Page Quality How relevant is the info on the product page and time spent
on the page

Clicks - When the User Actually

Clicks on The Ad
Relevancy Impressions Number of Times Your
CTR Ad Has Been Triggered

Landing Page CTR (Clicks/Impressions) * 100

How Quality Score Effects Auctions Ad Rank
How Ads get Ranked for Each Search Query in Google
Quality Score x Max Bid = Ad Rank Position

7 Rs.150 1050 #3

8 Rs.140 1120 #1

7 Rs.155 1085 #2

5 Rs.200 1000 #4
How Much Do You Pay - Cost
You Pay the minimum amount thats necessary to retain your position

So if Bajaj Allianz is in position 1 and competing with HDFC Life which is position
2 for the keyword 1 Crore Term Insurance, Bajaj Allianz will have to pay

CPC for Bagic x QS Of IFL = [bid price of RS x QS of RS (Ad Rank of HL)] + Re 1

So price that IFL will have to pay = [Ad Rank Of RS/ QS of HL ] + Re 1

How Quality Score Plays a Role in Determining CPC

Quality Score x Max Bid = Ad Rank Actual CPC

8 140 1120 136

7 155 1085 151

7
150 1050 143

5 200 1000 Min Auction

Price
How QS affects your CPCs

Higher QS means
First page bids are lower
Top of the page bids are lower
Top of the page position is higher
 Landing Page Quality Test

http://www.marketingexperiments.com/blog/research-topics/landing-page-optimization-
research-topics/5-factors-lead-conversion.html
Tablet Landing Page
The Adwords Ecosystem
Keyword Match Types
Match Types
 Bid Management Gets Easier with Fewer
Keywords using BMM
The Old Way The New way of building a campaign
"nike golf club" +nike +golf +club
"nike golf clubs" +nike +golf +clubs
"golf club nike" [nike golf club]
"golf clubs nike" [nike golf clubs]
"golf nike club"
"golf nike clubs" The keyword +nike +golf +clubs will for instance
clubs golf nike ensure that your ads are triggered on the following
club golf nike searches (long tail searches 7 other variations)
[nike golf club] nike golf clubs
[nike golf clubs] nike golf club
[golf club nike] golf clubs nike (and any other word order)
[golf clubs nike] nike golf culb (any any other misspelling)
[golf nike club] best nike golf clubs (and any other adjective
[golf nike clubs] before)
[clubs golf nike] nike golf clubs mumbai (and any other
[club golf nike] adjective/location after)

Fewer Keywords Means More Aggregated Clicks

Keyword Match Types

Includes misspellings,
synonyms, related
searches, and other
relevant variations

Contains the modified

term or close
variations, (but not
synonyms), in any
order

Are a phrase, and close

variations of that
phrase

Are an exact term and

close variations of that
exact term
RIP KEYWORD MATCH TYPES
How to tackle AdWords new default close
variants matching behaviour
Arent we forgetting something

Yes the Negative match!

Negative Match Types
If Youre targeting all three Match Types
How to implement match type silos

Negate Phrase and Exact from Broad

Negate Exact from Phrase
Keyword Research
Search Intent
Being more picky than ever before
Keyword Mapping Purchase Funnel
Keyword Buckets Basis Intent
Keyword Research Tools
Google Webmaster Search Analytics Console
Google Suggest
Google Keyword Planner
Google Keyword Planner
Ad group Ideas Using Google Keyword Planner
How to get Mobile & Device by using the KW tool
How to get Mobile & Device by using the KW tool
Google Display Planner
A Bourneville for someone who Spots Anything Unique
Search Term Query Report Great for New keyword Discovery
Google Instant Shopping Search -
http://www.google.com/shopping
Ubersuggest.org
Soovle.com Gives suggestions from different
perspectives
Wordtracker.com
YouTube Keyword Auto Suggestions
(shows popular video search queries)
How to Refine Broad Match Modifier
Competitive Intelligence