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Adwords

The document provides an overview of online advertising through Google AdWords. It discusses the history and launch of AdWords in 2000, advantages like targeting specific segments and measuring ROI. It also outlines the different types of online ads, account structures, keyword matching options, and the revenue model of cost per click and cost per thousand impressions.

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59 views16 pages

Adwords

The document provides an overview of online advertising through Google AdWords. It discusses the history and launch of AdWords in 2000, advantages like targeting specific segments and measuring ROI. It also outlines the different types of online ads, account structures, keyword matching options, and the revenue model of cost per click and cost per thousand impressions.

Uploaded by

write2som
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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Online Advertising

Medium of Advertising
Television

Radio

Print

Outdoor

Unconventional

Online
Little Bit of History

In 2000 Google launched Adwords


Adv of Online Advertising
Ability to reach specific target segments:
• Large or small geographic segments
• Speakers of specific languages
• Niche markets with specific interests
• Broad audiences with a single message

Relevance:
• AdWords shows ads to potential customers who are actively
searching for what businesses have to offer.
Return on investment (ROI):
• Using analytical tools, advertisers can calculate effectiveness
of their ads.
Types of Online Ads
Pop-Up Ads
Banner Ads
Floating Ads
Interstitial Ads
Unicast Ads
Text Ads
Advantages of Google Ad-words
Daily Budget Can be set

Distribution preferences: Controls where ads appear: the search network, and the content
network.

Language targeting

Location targeting

Ad scheduling

Position preference

Demographic bidding
Google Ad-words

Enter
Key Word Quality Ad
Search Bidding
Matching Score Display
Query
Revenue Model
Pricing
◦ Cost Per Click(CPC)
◦ Cost-Per-Thousand impressions (CPM)
Ad-sense
AD Rank:
Position in which ad appears
Ad rank= CPC x Quality Score
Quality Score:
Depends on CTR(Click Through Rate)
CTR= Clicks/Impressions x 100
Google Ad-words Account Structure
Key Word Types
 Broad Match:
Broad Match Key word: Tennis shoes
◦ Ads may show on searches for:
 tennis shoes
 shoes
 buy tennis shoes
 tennis shoe photos
 running shoes
 tennis sneakers
 Phrase Match
Phrase match keyword: “Tennis Shoes”
◦ Ads may show on searches for:
 red tennis shoes
 buy tennis shoes tennis shoe
 tennis shoes photo
◦ Ads won’t show on searches for:
 shoes for tennis
 Tennis Shoe
 Tennis Sneaker
Exact Match
Exact match keyword: [Tennis Shoes]
◦ Ads may show on searches for:
 tennis shoes
◦ Ads won’t show on searches for:
 tennis shoe
 Red tennis shoe
 buy tennis shoes
Broad Match Modifier
keyword: +Tennis Shoes
◦ Ads may show on searches for:
 Tennis shoe
 Tennis sneaker
 Tennsi shoe
◦ Ads won’t show on searches for:
 Badminton shoe
 shoes for tennis
Negative Key Words
Ads won’t appear for these keywords.
Negative keyword: -used
◦ Ads may show on searches for:
 tennis shoes
 Buy tennis shoe
◦ Ads won’t show on searches for:
 used tennis shoes
 shoes used for tennis
Ad Structure

Headline: 25 characters

Description line: 70 characters

Display URL: 35 characters

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