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AdWords Paid Search Advertising

AdWords Paid Search Advertising

Fundamentals of Google AdWords

Online advertising lets you choose how you want to target your ads to reach your audience and potential customers. With AdWords, you can advertise online by using different targeting methods to reach your audience and potential customers you wanted. So let's know how Google AdWords can help you reach your marketing goals. Reach your marketing goals through Google AdWords by taking the advantage of its different features and ad formats to customize your ads according to your business goals. Your business goals can be "taking any action on your website, calling up your business, installing your app, or visiting your online or offline store. Google AdWords can help you reach your goals in an effective and efficient way". With Google AdWords, you can target your ads with keywords to reach people searching for your products or services. You can even choose the time when you want to show your ad according to your customer’s availability. You can even choose a specific location and language to show your ad to your people. With Google AdWords, you will only pay for your ad when someone makes some action on your ad like clicking on your text ad, installing your app, calling your business or watching your video ad. You will decide how much you want to pay as per your business basics. With Google AdWords, you can measure the effectiveness of your ads. You can track your ads and can make changes accordingly when needed. With Google AdWords, you can advertise on any platform and connect with your audience irrespective of the places where they live. You can advertise on any device whether its mobiles, desktops, tablets, or apps.

Where Can You Show Your Ads?

Google AdWords let you show your ads to different platforms, and places across the web depending upon how you're targeting your ads, whom you want to show, and what types of ads you want to create. Let’s learn where you can show your ad and who might see them.

1. On Google Search and Other Sites

Ads Appearing on Search Network - Digital Ready

Your ad can appear on Google search pages alongside or above search results when people search using any query, phrase or words. You can choose a set of keywords while creating your ad that may be words or phrases that can trigger your ad to show. Your ad can appear either on Google search sites or Google search partners. Google Search Sites - Your ads can appear either below or above your search results on Google search results. They can appear above, below, or beside search page results on Google Play, Google Maps, Google Shopping, or Google map app. Google Search Partners - Your ads can appear on websites of Google search partners. Search partners include hundreds of non-Google websites for your text ads. Search partners also include Google Video and other Google Sites to show your text ads.

2. On the Websites Where Your Audience Visit

Ads Shown On Google Display Network - Digital Ready

Your text, video or image ads can appear on the websites where your potential customers or your audience visit. This is called as Google Display Network which is a collection of websites including Google websites like Gmail, YouTube, Blogger and Google Finance, that shows AdWords Ads.

3. On Different Devices

Ads Results on Different Devices - Digital Ready

You can reach people through your ads as they search on the go by any device. Your ad can appear on mobile devices and tablets when people search on Google. Your text or video ads can appear on Google Display Network websites and even on mobile apps, laptops, desktops, Android devices etc.

4. In Selected Languages and Locations

You can show your ad to a specific location, or to the entire country for the people who use names and locations while searching. You can even target your ad campaigns to specific languages that your audience speaks.

Ads Results by Location Search - Digital Ready

Cost Calculation in AdWords

With Google AdWords, you can control your advertising costs. You can decide what amount you want to spend depending on your business basics. You can set an average daily budget or you can spend any minimum amount. Before discussing how you can manage cost in your AdWords account, let’s discuss the bidding strategies. Cost-per-click Bidding (CPC) - It’s the highest amount that you want to set to pay for a click on your ad. If anyone clicks on your ad, then it won’t cost you more than your maximum CPC bid that you set. CPC bidding method is recommended if you want to drive traffic to your website. It focuses on the clicks on your ad. Cost-per-thousand Viewable Impression Bidding (CMP) - It focuses on viewable impressions of your ad, or the count your ads are shown in a viewable place. Bidding for viewable impressions means that you will only pay for your ads when they come into view. According to this bidding method, you will pay based on the number of impressions that you receive on the Google Display Network. You will only pay when your ads are able to be seen. Cost-per-acquisition Bidding (CPA) - CPA Bidding focuses on conversions or when a specific action is taken on your website after clicking on your ads. This method is recommended for AdWords advertisers who are interested in conversions like signups, form fill-ups or any purchase on their website. The above are the different bidding strategies that you can set. Now let’s look into how cost management works in AdWords. Let’s look into the ways of how can you control your costs.

1. Setting a Daily Budget

The amount you’re willing to spend each day for your ad campaigns, on average is your average daily budget. You can edit your amount spend any time. For example, your budget for your ad campaign is Rs 50 per day throughout the entire month. So the maximum amount you would be charged for your ad campaign is Rs 1500 (Rs 50*30 on average per month). Your cost might be more or less than Rs 50 daily budget depending upon whether the traffic is slow or higher.

2. Fine-Tuning Your Bids

You are setting a maximum CPC bid for your ads if you choose cost-per-click bidding method. Higher CPC bid allows your ad to show at a higher position on the page. You can even lower down your bid amount anytime, but if you do so then it can show up your ad in a lower position on the first page of search results. It will move from above to low or can be removed from the first page of search results. So it’s recommended to go for automated bidding, by keeping your bidding on autopilot which means you will set up a daily budget and AdWords will help adjust your CPC bids to receive clicks as possible within your budget.

3. Getting Out the Most Out of Your Money

AdWords uses a measure called as Quality Score to estimate how relevant your keywords, ads, and landing pages are to an individual seeing your ad. High-quality score is proportional to lower costs and better ad positions. Choosing high-quality keywords and creating relevant ads can improve your Quality Score. Create ads that are relevant to the keywords you are choosing and what you want to advertise as it will result in more clicks, and higher position in search pages. Choose quality keywords that are terms or phrases that your potential customer can enter in the search query to find your products or services. High-quality keywords help you to reach your potential customers. For example, your max CPC bid is Rs 50 and your competitor’s max bid is Rs 60 but your ad’s quality is higher than your competitor’s one. Your ad will show up in higher position because of the quality than your competitor’s ad.

4. Viewing Your Cost and Payment History

View your daily costs of your advertising, payment details and more. Check your transaction history page to get easy access to your billing information. If you're still not clear on how to manage your cost then, look watch the below video to get a complete understanding of the whole method.

The above video by AdWords will show you how to manage or budget our cost for your online advertising.

How to Choose a Bidding Strategy

We have three bidding strategies that we discussed above. AdWords run an auction to finalize which ads will show on the search results page. You need to choose a bidding strategy based on your goals to place your ad on that auction. Determine whether you want to focus on impressions, click or conversions. Based on that you can select your bidding method.

Quality Score

Quality score is the measurement of how well a keyword has performed in ad auctions. You will get a score between 1 to 10 based on the auction data. 1 is the lowest and 10 is the highest score. There are three factors that determine your ad’s quality score:

Expected Clickthrough Rate

It is the keyword status that measures how likely your ads will get clicked when searched for that keyword irrespective of ad extensions, position, and other formats that may affect the visibility of your ads.

Ad Relevance

It determines how closely your keyword is related to your ad and how well your keyword is matching your ad's message.

Landing Page Experience

It’s a measurement of how relevant and useful your website’s landing page is when someone clicks your ad.

Setting Up an AdWords Campaign

AdWords Campaign Types

AdWords campaign types are centered around, Google advertising networks like Search Network, Display Network and YouTube Network. Your ads will appear on Search Network when users search on Google and on other search engine and websites that partner with Google to show your ads. And then Display Network. Where your ads can appear on millions of popular websites, mobile apps, videos, and more with content related to your targeting. These three networks make up all the places where your ad can appear. It includes websites that show relevant Google ads, Google sites and other placements. Setting up an AdWord campaign starts with creating a campaign. As you go through the journey of creating your ad campaign, you will be asked to pick a campaign type and campaign subtypes. Campaign types include: Search Network Campaign - The ads that appear near Google search results and other Google sites when people search with terms and phrases relevant to your ads keywords. Display Network Campaign - Your ads are matched up with the websites, mobile apps or other placements that include content related to your business or customer’s interests. Display campaign are the advertisements on websites and can include text, image, video, audio, flash etc. Shopping Campaign - Shopping campaigns include rich product information like product image, price, merchant name, address etc. It allows you to promote your products online. Video Campaign: It allows let you show your video ads across YouTube, Websites or the Google Display Network. Universal App Campaign - It allows to promote your apps across Google search, Google Play, YouTube and the Google Display Network. Campaign Subtypes let you tailor your campaign to match your business goals and focus on the relevant features you want to include. Campaign Subtypes include:
  • Standard
  • All Features
  • Marketing Objectives

How to Set Up an AdWords Account

Step 1

Go to to set up your AdWords account. Crate it under your existing Gmail account or create a new account.

Create Google AdWords Account - Digital Ready

Step 2

Set up your time zone and currency preferences.

Set Time Zone and Currency for Your AdWords Account - Digital Ready

Step 3

Set up your billing information. You will get two payment options: Automatic and manual payments. Automatic payments allow you to after few clicks. You will be charged once you reach your billing threshold or 30 days after your last payment. You have to prepay in manual payments, and a charge will be deducted from your prepaid amount. Your advertisements will be suspended until you pay next if your balance diminishes. You can select either of the payment options according to your wish.

Setting Up Billing Information for Your AdWords Account - Digital Ready

Search Ad Campaign Set Up

Google Search Campaigns allow you to show your ads in the search listings of Google search.This is very useful because people prefer search engine to search for their queries and findings and 93% of online experiences begin with this. But plan before running your campaign as it can cost you a lot and lower down your conversion rate. So What you need to think before starting up your search network campaign?

Keywords Selection

The success of your campaign depends on your keywords selections. How accurately you can select keywords with buyer intent determines your success. Search for keywords that can drive better results when running a search network campaign on Google. Take the help of Google keyword planner tool to search out your targeting keywords.

Google Keyword Planner Tool - Digital Ready

Keyword Search on Google Keyword Planner - Digital Ready

Now let’s look into the steps of setting up a Google Search Campaign.

Google Search Campaign Setup

Log on to your Adwords Account and click on ‘+campaign’ and select ‘search network only.’

Create Search Campaign - Digital Ready

Name your campaign and select the standard option.

Select Search Network Only and Standard Subtype - Digital Ready

Untick ‘Include search partners’ for ‘Networks’ option, This ensures the high quality of your traffic as your clicks will only originate from the searches take place directly on Google search.

Untick ‘Include Search Partners’ - Digital Ready

Choose locations and language for your ad according to your offerings and circumstances.

Location Selection for Campaign Type - Digital Ready

Adjust your bidding strategy. You can select ‘Maximize click’ option if you’re new to AdWords. You can even adjust your bidding options later on. The ‘Budget’ section defines how much you’re going to spend on your ads per day.

Choosing a Bidding Strategy - Digital Ready

Select ‘Ad Extensions’ as per your wish, and you can experiment with your ad extensions once you gain experience with your search campaigns. Then click ‘Save and continue.’

Select Ad Extensions as Per Your Wish - Digital Ready

You will now get an option to set up your Ad Group.

Setting Up Ad Group - Digital Ready

Type the URL of your landing or another page, and you will get keyword suggestions on the right-hand side.

Get Keyword Ideas - Digital Ready

Keep an eye on ‘Match Types’ when you are typing your keywords. Get the explanations of all match types below:

Keyword Match Types - Digital Ready

Now you will get the option of how you can write a copy of your ad on the right-hand side of the page as shown below.

Create a Copy of Your Ad

Here are some extra pieces of advice from Google that you can do while writing your ad copy.

Google’s Advices While Writing Your Ad Copy - Digital Ready

Make sure to include your particular keyword in your Ad Copy to make your ad display more relevant and improve clicks.

Add Certain Keyword to Your Ad Copy to Make it Relevant - Digital Ready

Once you create your ad copy, you can review your campaign. Then click on ‘Save and finish’ and wait for Google’s approval.

Review Your Campaign - Digital Ready

Still not clear how to set up search campaign? Please go through the below video by AdWords, and get a clear understanding of the whole search campaign setup.

Display Campaign Setup

Display Ad Campaigns - Digital Ready

Have you ever wanted to advertise on popular websites? Or want to promote your business with images and videos? Then you got the answer, you can do it with Google Display Network. The display network is a collection of more than a million websites, mobile apps, videos, blogs, and other online placements that show AdWords ads. It gives you the opportunity to reach more than 80% of all internet users worldwide in more than 30 languages and 100 countries and someone with specific interest. Here is a video by AdWords explaining What a Google Display Network is

Google Display Campaign Setup

Sign in to your AdWords account, click on ‘+ campaign’ and select ‘Display Network Only.’

Display Network Only - Digital Ready

Name your campaign and select marketing objective. Suppose you are new to display campaign so as of now select ‘No marketing Objective’ and enable ‘All features’ option from No Marketing Objective option.

Name Your Display Ad Campaign - Digital Ready

Select All Features of ‘No Marketing Objective’ - Digital Ready

Select location and language depending upon your business objectives and circumstances.

Select Location and Language for Your Display Campaign - Digital Ready

Select your bid strategy and budget which dictates your ad spending per day. You can experiment with your bidding strategies once you get usual with all these but as of now let’s select ‘Manual CPC.’

Set Your Budget for Your Display Campaign - Digital Ready

You can add ‘Ad Extensions’ for showing maximum information and reach more traffic for your ad campaigns. Click on ‘Save and continue.’

Ad Extensions for Your Display Ad Campaigns - Digital Ready

Now create your ‘Ad Group’ and select a CPC bid. A CPC bid defines the amount you want to pay for your display ad. As manual bidding eas selected, you have to enter a bid price here. Then ‘choose how to target your ads.’ Select ‘Display Keyword’ option if you are new to display ad campaign. You won’t be able to select match types for your keywords here because keywords are treated as Broad match on Display Network.

Creating Ad Group for Display Campaign - Digital Ready

Now you need to develop the ‘Creatives’ for your ad.

Developing Creatives for Your Display Campaign - Digital Ready

You can create either text or image ad. Let’s create an image ad. You can upload your own ad creatives by clicking on ‘Image ad’ in the ‘Create Ads’ section.

Create ‘Image ad’ in the ‘Create Ads’ Section - Digital Ready

There is also an option to select images from your website. You just have to enter your website page’s URL, and you will get ideas that you can use for your display network campaign. You can select any image and edit them as per your need. You will get many elements to edit yours.

Edit Your Display Ad Image - Digital Ready

You can view your ad in custom formats and click on one of the shapes right above the ad preview image. Yes, you are all done with your display campaign which has the potential to take your business to a different level.

Ad Preview Image - Digital Ready

Still not clear with the process of creating your display ad campaign? Watch the video below by Mari Kak to understand how to set up a Google Display network campaign.

Search Campaign Optimization

It’s essential to manage your ad campaigns with the goal of its optimization. It can be done through data that comes out after campaign launch. Let’s look into the ways to optimize your paid search campaigns.

1. Have Understanding of Channels and Campaigns

It’s essential to see which of your campaign is performing best when you are advertising on multiple channels. You can allocate your budget accordingly when you have the understanding of which channels and campaigns are performing best for your primary KPI (Key performance indicator).

2. Bid Adjustments

Bid adjustment can be done at any level of optimization, but primarily it’s done at the keyword level. There are many aspects of search campaign where bid adjustment can be applied. It includes bid adjustment by location, device, audiences, hours of a day, the day of the week, etc.

Bid adjustment by hours of day and day of the week

This is based on performance is done to ensure maximize results. You can consider showing your campaign on top performing hours, or you can say the peak hours when your users are all over the internet.

Bid adjustment by location

It is another important aspect. Every location performs differently from others. You can bid down your bid adjustments or simply exclude them for poor performing locations.

Bid Adjustment by Keyword

Perform bid adjustments for your target keywords. Look for the keywords that are simply not performing despite making bid adjustments, testing match types, and reviewing search queries. If there are any, then you should remove those keywords from your search campaign.

3. Budget and Search Impression Share

Your campaign’s budget and search impression share are another two most important aspects that you should optimize. Your top performing campaigns get the majority of your budget. So keep tracking your search impression share for your campaigns that perform best to avoid impression share loss due to budget.

4. Landing Page Optimization


Landing Page Optimization - Digital Ready

Landing pages are the most important aspect of optimization which is usually overlooked or ignored by many companies. Keywords and ads get your users to your website, but landing pages are responsible for closing the whole deal. Landing pages are the most responsible for conversions. So you should give proper attention to landing page optimization. Optimizing your landing pages include:
  • A Strong Headline is relevant to your search campaign keyword and ad text that can compel your users to stay with you.
  • Clean and Attractive Design that looks professional and trustworthy with your brand.
  • Concise and Convincing that can communicate well with what you are offering.
  • Create user-friendly landing page forms.
  • Clickable and eye-catching buttons with clear call-to-action.

5. Ad Copy Optimization

Ad Copy Optimization - Digital Ready

Ad copy should be tested and optimized. An ad copy should have the features, benefits, and a call-to-action. Here are the optimization tricks that you can do for your ad copies:
  • Perform A/B testing with different variants of your ad copy to get better optimization results. Steps to improve the CTR of your search ad are:
    • Create two variants of ad copy
    • Run them simultaneously
    • Check which ad copy has returned higher CTR
    • Remove the ad copy with lower CTR
    • Repeat the steps.
  • You should take care of the character limits of your ad copy. Look below for the character limit:
  • Avoid Repetition - Avoid repeating your characters. Do not state same information more than once within a single advertisement. Make use of the limit of characters to give important and full information about your ad.
  • Experiment With Different Call-to-actions - Keep experimenting with different and unconventional call-to-actions. You should be creative enough with your ad copy in spite of the fact that you have less space for your search campaigns.
  • Ad Text Optimization - Improve your ad copies and get above average CTR or click-through rates.
    • Use ad extensions
    • Go for creating emotional ads
    • Switch to more exciting offers
    • Go for dynamic keyword insertion
  • Active Verb Insertion - Include active verbs to make your ad more compelling, interesting, and entice the user to click on them. They are more dynamic and serve as a call-to-action. Look for the below ad copies. There is no such difference in the two ad copy variants expect the inclusion of ‘increase’ active verb in the headline of the second ad copy.

6. Adding Negative Keywords for Optimization

Are you facing issue with low click-through rates? Are you wasting your budget on irrelevant keywords? Then it’s high time for you to change your strategy and include negative keywords to stop showing your ads to the people who are not interested in your ads. Regain your control over your search campaigns by including negative keywords. Negative keywords prevent your ad from being shown to the wrong people. The search engines would know not to show your ads if someone searched by using phrases that include your negative keywords.

7. Ad Optimization for Different Devices

Ad Optimization for Different Devices - Digital Ready

Are your web pages and landing pages device friendly? How your campaigns perform or shown on devices like mobile, Tablet, computers, and laptops? Do adjustments if necessary to make your ad device-friendly as it’s an important aspect to review.

Display Campaign Optimization

The goal of both search campaigns and display campaigns is to generate leads and sales, but display campaign management is a bit different from search campaign management in terms of click-through rate. You need to consider the following factors when optimizing your display advertising.

1. Campaigns Organization by Theme

Structure and Organize Your Campaigns Under Ad Groups - Digital Ready

Structure your campaigns to make them easier to optimize and manage. Organize your campaigns under ad groups that match your chosen targeting methods or are related to the same theme. You can see your display campaign performance at the keyword level as similar to what you have done in search campaigns. All keywords are treated as the broad match in display campaign.So check the performance of your ad group and keywords when searching for your targeting keywords. Group your keywords into ad groups based on your products and services which will help you reach people interested in your business.

2. Write Compelling Ads

It’s necessary to create compelling ads to reach and connect better with your audience. Storytelling is essential no matter whether it’s an image ad or a text ad. Keep your ads eye-catching to attract more audiences. You can use Ad Gallery to create custom ads based on your website’s look. You must create ads in all formats to reach the most audiences as some websites don’t support all types of ads. Look below for the points that you should keep in mind while creating a display campaign:
  • Look for the type of person who is browsing the website placements that you targeted.
  • Look for the particular actions that you want that person to take.
  • Check if you have any special features and offers for that person on your website.
  • Showing that person a page which can make him do some actions on it.
  • Testing multiple variants of your ad to optimize and get the best one.
Look for the below example by Marketo which shows two lead generation campaigns. Marketo offers a free ebook in exchange for people’s email. They used “Download” instead of popular “Sign Up” and “Learn More” which has increased the engagement, reach, and likes.

Compelling Display Ad Campaign Example - Digital Ready

3. Targeting Your Ads Effectively

Compelling Display Ad Campaign Example - Digital Ready

You need to choose how you are going to reach people on the web. The basic ways are refining your selected keywords, using placements an topics, remarketing people who have visited your website multiple times, excluding irrelevant websites, etc.

Choosing Right Keywords

Individual keywords of your ad groups determine where your ad will show on the display network. Keep count of around 20 keywords for each ad group, and your keywords should be related to the theme and type of your the ad group. The more related your keywords are, the more it will help you reach the right and potential audience.

Excluding Irrelevant Keywords

Avoid paying for any unnecessary clicks and exclude the irrelevant keywords to avoid showing your ads on pages with irrelevant topics. For example, you sell ‘wooden doors’ not ‘glass doors,’ so you should choose ‘wooden’ and ‘doors’ as your keywords excluding ‘glass’ keyword to prevent your ad from showing on display network pages that focus on glass doors selling and thus will reduce unwanted traffic.

Selecting Placements and Topics

Try to include multiple placements like the combination of highly popular websites to increase your chances to show your ad. If you are choosing one or limited placements then you are lowering the chances for your ad to appear and reach.

Excluding Irrelevant Websites and Topics

Exclude irrelevant websites and topics to keep your ads showing to related websites, not to the websites that are not related to your business. Reaching People Who Have Already Shown Interest in Your Business: You should target people who have already visited your website multiple times or have used your app by creating a remarketing campaign.

4. Adjusting Your Bids

Monitor and manage your bids to get the most out of your daily campaign budget. When targeting your display campaign, use your ad group default bid, set bid adjustments for your targeted methods, and set individual bids for your targeted methods. For example, your ads on your products “wooden doors” are performing great on certain websites that you targeted on the display network. Then you should increase your bids for those specific placements and show your ads more often on those websites.

5. Focusing on Cost Per Acquisition (CPA)

How Cost-per-acquisition Works - Digital Ready

Use your CPA, cost-per-acquisition and conversion tracking data to check your performance for all your placements on Display Network. DO not focus on CTR here as it generally lower on display network than search network and people on display network pages have different goals. People generally browse information rather than searching with keywords on display network. Keep the below points in focus when you are advertising on display network:
  • Low CTR doesn’t mean that your ads are not performing well.
  • Your display ad performance on display network does not affect the Quality score, cost-per-clicks CPCs, or ad position on Google search pages or other pages on the search network.

6. Keep Checking Your Ad’s Performance

Find the Sites Where Your Ad Appeared

Keep an eye on the websites, apps and videos where your ad appeared. This monitoring will help you avoid impressions on placements where your ads don’t earn clicks. You can exclude a placement that never leads to any of the clicks on your ads, and if your ad is performing well on placement and is leading to a lot of clicks, then you might target them and set higher bids for them.

Keep Using Google Conversion Tracking

Keep tracking the conversions generated from your ads to decide whether you should increase your budget, change your bid adjustments, or make any other changes to your ad group for the purpose of attracting more visitors.

Maintain High-Quality Ad Campaign

Maintain a high-quality display ad campaign as many websites in display network only display few ads per page. Try improving the quality score of your ads as your ad’s placement is depended on ad’s quality score and bid.

The above video by AdWords explains optimization steps for better display campaign performance. It covers three major areas:
  • Audit your site categories for unwanted and irrelevant content. Site category options that most of the brands want to exclude are error pages, profanity and rough language, video-sharing pages, Military and international conflict, etc. You can add the exclusions through the display network tab of the AdWords User Interface.
  • Optimize your placements with the placement performance report to identify underperforming and irrelevant placements.
  • Surface any relevant technical issues with your account set-up dashboard in the summary tab of the AdWords User Interface. Common pitfalls can be low bids, budget limits, inactive targeting, and inactive tags. Check your dashboard for the above pitfalls.