A study of customer query in

reference to Google Ads

Faculty of Management
JECRC University Jaipur

Submitted by
Kritika Singh
22MAN024
 EXECUTIVE SUMMARY

Cognizant is a multinational technology company headquartered in Teaneck, New Jersey, United States. It was
founded in 1994 as an IT services provider and has since grown to become one of the world's leading professional
services companies, offering a wide range of digital, technology, consulting, and operational services.

The company has a significant presence in India, with multiple offices across various cities including Gurugram and
Jaipur. Gurugram, located near the Indian capital New Delhi, serves as one of the key operational hubs for Cognizant
in the country. Jaipur, known as the Pink City, also hosts one of the company's offices, contributing to its extensive
network in India.

Cognizant's services span across industries such as banking and financial services, healthcare, manufacturing, retail,
and more. They provide solutions in areas like digital transformation, cloud computing, data analytics, artificial
intelligence, and cybersecurity, helping businesses worldwide adapt to the rapidly changing technological landscape.

With a focus on innovation, collaboration, and client satisfaction, Cognizant has established itself as a prominent
player in the global IT services industry, continuously striving to deliver value and drive growth for its clients.
TABLE OF CONTENT

 Google Ads
 Introduction of Google Ads
 How it works
 Rules to follow
 Who are the users of Google Ads
 Quality Score
 Introduction

Google Ads, formerly known as Google AdWords, stands as the cornerstone of online advertising, offering a
comprehensive platform for businesses to reach their target audience across the vast digital landscape. With its
sophisticated targeting options, extensive reach, and powerful analytics, Google Ads has revolutionized the way businesses
promote their products and services online.

At its core, Google Ads operates on a pay-per-click (PPC) model, where advertisers bid on keywords relevant to their
business to have their ads displayed to users when they search for those terms on Google or its partner websites. This
auction-based system ensures that ads are shown to users who are actively seeking information related to the advertiser's
offerings, making Google Ads an incredibly effective tool for generating qualified leads and driving conversions.

One of the key strengths of Google Ads lies in its targeting capabilities, which allow advertisers to tailor their campaigns
based on factors such as demographics, location, interests, and even user behavior. This level of granularity enables
businesses to hone in on their ideal audience, ensuring that their ads are shown to the most relevant prospects at the right
time.
 How it works

Google Ads, formerly Google AdWords, is an influential online advertising platform allowing businesses to target
potential customers via ads on Google's search results and partner websites. It operates on a pay-per-click (PPC)
model where advertisers bid on relevant keywords, with ad placement determined by bid amount, quality, and
relevance. Ad formats include search, display, video, and shopping ads, offering precise targeting options based
on demographics, interests, and behavior. Detailed analytics help measure ad effectiveness, optimize campaigns,
and achieve advertising goals effectively. Overall, Google Ads offers a versatile and powerful tool for businesses
to reach their target audience and maximize ROI.
 Rules to follow while using Google Ads

Key rules for using Google Ads:

1.Bid strategically on relevant keywords.

2.Ensure ad quality and relevance.
3.Utilize various ad formats effectively.
4.Target specific audience segments.
5.Monitor and optimize campaign performance.
6.Adhere to Google Ads policies and guidelines.
7.Focus on maximizing return on investment (ROI).
8.Stay updated with platform changes and best practices.
Who are the users of Google Ads

 Users of Google Ads:

 Businesses of all sizes.
 Entrepreneurs and startups.
 Marketing agencies and professionals.
 E-commerce retailers.
 Service providers (e.g., healthcare, legal).
 App developers and marketers.
 Content creators and publishers.
 Non-profit organizations.
 Educational institutions.
 Individuals seeking to monetize websites or apps.
What is Quality Score?

Quality Score is Google's rating of the quality and relevance of both your keywords and PPC ads.

It is used to determine your cost per click (CPC) and multiplied by your maximum bid to determine your
ad rank in the ad auction process. Your Quality Score depends on multiple factors, including:

 Your click-through rate (CTR).

 The relevance of each keyword to its ad group.
 Landing page quality and relevance.
 The relevance of your ad text.
 Your historical AdWords account performance.
The quality score is the indicator of the Ad quality.

This is the reason why advertiser keeps on struggling on how to improve Google Adwords quality score.

Ad Rank = CPC Bid * Quality Score

It is measured on 1-10 scale where 1 is considered as bad and 10 is considered as a good quality score. In simple words, it‟s the overall result of the quality of Ads, keywords used and the landing page.
 What Factors Affect Quality Score?

There are multiple factors that have a huge impact on the quality score.
1. Click-Through-Rate

CTR can be addressed as the most important factor in the determination of the quality
score. If your Ads are getting more and more click from the audience this is the indication
of the positivity.

Because this show the Ads are relevant to their queries and visitors are finding them useful
too.
2. Quality And Relevancy Of The Landing Page

After clicking the Ad, the visitors are driven to the landing page. A landing page is always
designed to convert the customers.

Thus, it has a great significance in the success of the Ad campaigns. The landing page must
always contain the information that is presented in the Ad. There must be relevancy between
the Ad copy and the landing page.

The Ads having the high-quality landing page are more likely to get conversions. Landing
page experience directly impacts the ad rank and quality score. So, never forget to emphasize
on the landing page experience.
3. Relevancy Of The Ad

This is another vital component of the quality score that is responsible to bring it up and
down.

The keyword that are targeting with your Ad must be relevant to the Ad. Ads with high
relevancy tend to secure good quality score.

Relevancy of the Ad can be rated as Above average, Average and Below Average. If the
relevancy is Above average or Average then the Ad is good to go with the present
relevancy.

But if it is „Below average‟ then surely there is a room for improvement in the Ad
relevancy. Ad relevancy is a crucial factor that has to be taken into consideration to get a
good quality score
Thank You