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AdWords Introduction to AdWords



Presentation Topics:

  1. Introduction to AdWords

  2. Google’s Ad Distribution Network

  3. Primary Benefits of AdWords

  4. Online Advertising Stats & Trends

  5. Appendix: Basic AdWords Features

                                         Slide 1
Introduction to AdWords
         What Is Google?
•Google has a search engine that will gather, sort & report information from the Internet,
based on your topic of interest
•But, Google also offers a lot more than search alone…

                                                                                     Slide 3
What is Google Advertising?

    Your customers see your ad when they search

                                   Your ad reaches users at the
                               moment they demonstrate interest

                                                             Slide 4
     What is Google Advertising?
Your customers see your ad when they surf Google Network properties

                              Google technology places your ad on the
                              most relevant content pages


                                                                        Slide 5
          Keyword Advertising

• Targeted advertising
• Better advertiser ROI than
  untargeted ads
• Improved user experience

                                Slide 6
A Typical AdWords Ad

   • Ad Title (25 character limit)
   • Ad Text (35 character limit)
   • Display URL (35 character limit)

                                        Slide 7
Google’s Ad Distribution Network
                 Google Network Basics – Ad Distribution
The Google Network consists of Google sites & partner properties that use Google AdSense to serve AdWords ads
These properties include: Search sites, content pages, newsletters, email services & discussion boards

                                          10%                              The Google Network reaches
                                                                            over 90% of Internet Users
                                                                                  Content publishers,
   Google properties,
          including:                      Search ad partners,

                                                                                                            Slide 9
          Google Network Basics

With the Google Network advertisers can:

• Reach a vast and highly-targeted audience

• Target ads to search results and relevant Web content

• Opt-in or opt-out of search and content distribution (default is opt-in for
  all advertisers)

Note: by default, AdWords ads appear on

                                                                          Slide 10
Ad Distribution Example

                                 Search query:
                          Three AdWords ads
                          under the title ‘Ads’
                               on right.

                                                  Slide 11
Benefits of AdWords
            What Google can do for Advertisers

•   Advertising on Google can help an advertiser meet many objectives
•   Determining, measuring, and tracking metrics helps ensure success

    Objective                            Example Success Metrics

     Generate awareness             • Targeted impressions
     Build brand                    • Qualified visits your website
     Educate prospects              • Depth of involvement

     Generate leads                 •   Retail House Buyer
     Identify prospects             •   Investors
                                     •   NRIs
                                     •   Newsletter registrations
                                     •   Email address opt-ins
     Customer acquisition           • Sales conversions = Rs.
     Sales                          • Lower cost per lead/sale

                                                                        Slide 13
       Benefits of AdWords

The primary benefits of AdWords include:

  - Reach

  - Cost

  - Timing

  - Flexibility

                                           Slide 14
        Benefits of AdWords: Reach

    The Google Network reaches over 90% of Internet users*


Google Properties                                Content Publishers
                                                  The Times

                                                  Conde Nast
                       Search Ad Partners         Traveller
                         Ask Jeeves
                                                               Slide 15
        Google Reaches Global Markets

Reach customers around the world on one platform

  Your customers     #1 search engine in             Ranked #1 in Web
 search Google in        17 out of 20               Globalisation Report
over 100 languages   countries measured                     Card

            “Google is arguably the most global
             commercial Web site ever built.”
                                  – John Yunker, Chief Analyst,
                                          Byte Level Research

                                                                      Slide 16
                      Benefits of AdWords: Cost

• No minimum spend
• You choose your own maximum daily spending limit (daily budget)
• Choose how much you want to spend per click for every keyword
• Pay Google for users who click on your ad
• More cost-effective than Yellow Pages, Banner Ads & Direct Mail*
• Conversion tracking = real-time return-on-investment data

  ** U.S. Bancorp Piper Jaffray, New Methods in Search Marketing: Contextual Advertising and Other Evolutions (Safa Rashtchy), June 2004   Slide 17
           Example: How AdWords Can Pay for Itself

                     Rs.10,000 initial investment in
Increase revenue by reinvesting profit
                      Rs.10.00 CPC ≥ 1,000 clicks

                    10% conversion rate = 100 sales

                         Average sale = Rs. 500

                  Rs.10K investment returns Rs.50K in

                    Reinvest profits, increase budget

                                                        Slide 18
         Benefits of AdWords: Timing

• Ads are continuously matched to Internet users’ interests

• Ads are placed as buying decisions are made

The Result:

• You reach your audience at the right time, with the right message

                                                                      Slide 19
        Example: Ads Show on Relevant Content Pages
Your customers see your ad when they surf relevant Google Network properties

                                   Google technology places your ad on the
                                   most relevant content pages

                                                                        Slide 20
         Benefits of AdWords: Flexibility

• See your ads on Google quickly

• Optimise and change your ads continually to increase ROI

• Target multiple locations and languages

                                                             Slide 21
            Benefits of AdWords: Summary

• Reach
    - Access to ~90% of Internet users worldwide
• Cost
    - Low costs for high ROI
    - Pay Google when users click on your ads
• Timing
    - Ads are seen by users looking to purchase
    - Reach your audience at the right time, with the right message
• Flexibility
    - Start advertising quickly
    - Unlimited changes, whenever you want
    - You can target ads to the specific location & language of your

                                                                       Slide 22
Online Advertising
Stats and Trends
                     Search Now the Largest Share of Online Ads

     % Online Advertising Revenue
                                                                                       Growth of Search:
                                     6%                  Other                         Marketers are voting
                                     8%                  Rich Media
                                                                                       with their pounds
       80%                           9%                  Sponsorships

                                     17%                 Classifieds                   • Search now the most
                                                                                         dominant form of online
                                     20%                 Banners
                                                                                       • Nearly 3x growth in since
                                                                                         start of 2003
                                                                                       • 73% search penetration
       20%                         40%                   Search


                         Type of Online Media

Source: Interactive Advertising Bureau, PricewaterhouseCoopers (September 2004); comScore (October 2004)             Slide 24
          Search Advertising is Far More Cost Effective

Search Advertising is cheap and effective vs. other ad methods

      Cost-per-click / lead across Various Direct Marketing Methods


       Average acquisition cost: Rs.10- Rs.15 vs. the online average of
       Rs.50 (Cost Per Lead Mentioned Above Are Possibilities For
       Particular Businesses With Highly Optimized Campaigns)
                                                                          Slide 25
Appendix: Basic AdWords Features
         Basic Features of AdWords

The basic features of AdWords include:

• Cost-per-click pricing

• Ad impressions & click-through rates

• Language & location targeting

                                         Slide 27
         Basic Definition: CPC

                        CPC: cost-per-click

• Click: The action a user takes to select your ad and be taken to your
• Google charges the advertiser when a user clicks on your ad

                 A sample AdWords ad
                                                The Destination Website

                                                                      Slide 28
            Basic Definition: CTR

                         CTR: clickthrough rate

Impression: The appearance of your ad on Google or one of our partner sites

                            = CTR (expressed as %)

                                                                      Slide 29
     CTR Examples

          CTR is how Google measures relevance

                            20 clicks
Example Advertiser A:                      = 0.02 = 2%
                        1000 impressions

                             3 clicks
Example Advertiser B:                      = 0.03 = 3%
                         100 impressions

                                                         Slide 30
         Benefits of AdWords – Location & Language Targeting

Targeting options: you can target ads by location and language
   •Regional/Local, Country, Global & Customised Targeting
   •Different language targeting options to choose from

                                                                 Slide 31
         Region/City Targeting Examples

When should you use regional targeting?

• Example: you have a project coming in Sector 61 Gurgaon

• Example: you are developing a city in Maharashtra

                                                            Slide 32
           Country Targeting

Use if you have national or global customers

• Example: you ship to the U.K. only. Target your campaign to the U.K.

                                                                         Slide 33
         Global Targeting

If you have a global business, give your campaigns global exposure

• Example: If you sell properties worldwide and have worldwide
  customers, you should target your campaign to all countries

                                                                     Slide 34
         Customised Targeting

Use Customised Targeting to target highly specific areas
For example, to reach customers located in an area that cannot be
  targeted accurately using region or city targeting
• Example: project coming in sector 61 Gurgaon

                                                                    Slide 35
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experience of more than 5 years in executing more than 200 online
marketing campaigns using various internet technologies available till
date. Sharing knowledge and teaching best of the “internet marketing”
techniques is our passion and we “enjoy” doing it.

Some of the courses developed by us are:

• Pay Per Click Marketing

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Email : Call: +91-9717167333
                                                                       Slide 36

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