21. GOOGLE ADWORDS ACCOUNT STRUCTURE
ADWORDS ACCOUNT
CAMPAIGN CAMPAIGN CAMPAIGN
AD GROUP AD GROUP AD GROUP AD GROUP AD GROUP AD GROUP
KEY-
WORDS
KEY-
WORDS
KEY-
WORDS
KEY-
WORDS
KEY-
WORDS
KEY-
WORDS
KEY-
WORDS
KEY-
WORDS
KEY-
WORDS
KEY-
WORDS
KEY-
WORDS
KEY-
WORDS
22. ADWORDS ACCOUNT
CAMPAIGN CAMPAIGN CAMPAIGN
AD GROUP AD GROUP AD GROUP AD GROUP AD GROUP AD GROUP
KEY-
WORDS
KEY-
WORDS
KEY-
WORDS
KEY-
WORDS
KEY-
WORDS
KEY-
WORDS
KEY-
WORDS
KEY-
WORDS
KEY-
WORDS
KEY-
WORDS
KEY-
WORDS
KEY-
WORDS
1 PER ADVERTISER - EMAIL - PASSWORD - BILLING INFO
DAILY BUDGET - TYPE OF BIDDING - NETWORKS - END DATE - LANGUAGES & LOCATIONS TARGETING - DEVICES
SET OF KEYWORDS & PLACEMENTS - ONE OR MORE ADS - URLS - CPM OR CPC BIDS
GOOGLE ADWORDS ACCOUNT STRUCTURE
23. BEST BUY
TELEVISIONS KITCHEN APPLIANCES COMPUTERS
SMART TV PLASMA TV REFRIGERATOR MICROWAVES LAPTOPS DESKTOPS
KEY-
WORDS
KEY-
WORDS
KEY-
WORDS
KEY-
WORDS
KEY-
WORDS
KEY-
WORDS
KEY-
WORDS
KEY-
WORDS
KEY-
WORDS
KEY-
WORDS
KEY-
WORDS
KEY-
WORDS
GOOGLE ADWORDS ACCOUNT STRUCTURE
24. HOW ADS ARE SERVED?
‣ Bid
What is the max bid you’re willing to pay to this keyword?
‣ Quality Score
An score from 1 to 10 that estimates how relevant your ads,
keywords, and landing page are to a person seeing your ad.
Higher scores lead to lower costs and better positions.
‣ Expected impact of ad extensions and other formats,
such as sitelinks.
AdWords determines which ads show first based on 3
major criteria.
25. MAGIC RANKING EXAMPLE
Max Bid
Quality
Score Ad Rank
$ 4.00 4 16X =
$ 2.00 10 20X =
$ 6.00 2 12X =
$8.00 1 8X =
26. Max Bid
Quality
Score Ad Rank
$ 4.00 4 16X =
$ 2.00 10 20X =
$ 6.00 2 12X =
$8.00 1 8X =
Who wins #1
Spot?
B
C
A
D
MAGIC RANKING EXAMPLE
27. Max Bid
Quality
Score Ad Rank
$ 4.00 4 16X =
$ 2.00 10 20X =
$ 6.00 2 12X =
$8.00 1 8X =
Who wins #1
Spot?
B
C
A
D
MAGIC RANKING EXAMPLE
29. $ 2.00
$ 4.00
$ 6.00
$8.00
Max Bid
10
4
2
1
Quality
Score
20
16
12
8
Ad Rank
$1.61
$3.01
$4.01
HIGHEST CPC
Actual CPC
X
X
X
X
=
=
=
=
MAGIC RANKING EXAMPLE
30. MAIN METRICS
‣ Impressions
‣ Clicks
‣ Click Through Rate (CTR)
‣ Cost Per Click (CPC)
‣ Average Ad Position
‣ Quality Score
32. PAY PER CLICK
PROCESS
LANDING
PAGE DEV.
1
ACCOUNT
SET UP
2
KEYWORD
SEARCH3
AD
CREATION
4
TRACKING
CODE SET UP
5
CAMPAIGN
LAUNCH
6A/B
TESTING
7
MONITOR
PERF.
8
OPTIMIZATION
9
ANALYSIS &
RESULTS
10
Plan
Launch
Optimization
33. TEXT ADS GUIDELINES
‣ Headline: 25 characters
‣ Description Line 1: Up to 35 characters
‣ Description Line 2: Up to 35 characters
‣ Display URL
‣ Destination URL
‣ Add extensions
34. TIPS FOR CREATING TEXT ADS
‣ Highlight what makes you unique.
‣ Include prices, promotions, and call to actions (purchase,
call today, order now, sign up, get a free quote).
‣ Include at least one of the keywords.
‣ Match your ad with your landing page.
‣ Test, test and test.
35. CHOOSING THE RIGHT KEYWORDS
‣ Use between 5 and 20 keywords per ad group.
‣ Think like a customer when you create your list.
‣ Group similar keywords into themes.
‣ No matter how general or specific your keywords are, they
should always be as relevant to your ads and website
as possible.
‣ Avoid having duplicate keywords in your account.
36. TIPS FOR CHOOSING THE RIGHT KEYWORDS
‣ Keyword Planner will show you search volume and
average bid for your keyword and variations on that
keyword.
‣ Google trends will show you how often a phrase is
searched over time.
‣
‣ Spyfu and Semrush see what terms your competitors are
bidding on.
‣ Ubersuggest.org and Word Stream. Free keyword
suggestion tool.
37. KEYWORD MATCH TYPES
EXACT MATCH: [FORMAL SHOES]
MATCHES: FORMAL SHOES
PHRASE MATCH: “FORMAL SHOES”
MATCHES: FORMAL SHOES FOR MEN,
BLACK FORMAL SHOES
BROAD MATCH MODIFIER: +FORMAL +SHOES
ALSO MATCHES: FRMAL SHOES, FORMAL EVENING SHOES
BROAD MATCH MODIFIER: FORMAL +SHOES
ALSO MATCHES: EVENING SHOES, BLACK DRESS SHOES
BROAD MATCH: FORMAL SHOES
ALSO MATCHES: FORMAL FOOTWEAR, EVENING FOOTWEAR
NEGATIVE MATCH: -FREE
SEARCHES WITHOUT THE
TERM
38. KEYWORD MATCH TYPES
EXACT MATCH: [FORMAL SHOES]
MATCHES: FORMAL SHOES
PHRASE MATCH: “FORMAL SHOES”
MATCHES: FORMAL SHOES FOR MEN,
BLACK FORMAL SHOES
BROAD MATCH MODIFIER: +FORMAL +SHOES
ALSO MATCHES: FRMAL SHOES, FORMAL EVENING SHOES
BROAD MATCH MODIFIER: FORMAL +SHOES
ALSO MATCHES: EVENING SHOES, BLACK DRESS SHOES
BROAD MATCH: FORMAL SHOES
ALSO MATCHES: FORMAL FOOTWEAR, EVENING FOOTWEAR
NEGATIVE MATCH: -FREE
SEARCHES WITHOUT THE
TERM
Potential waste
39. EXAMPLE
1. Too broad, 2. Too specific, 3. Exact phrase, 4. Exact match,
5. Duplicated keyword, 6. Negative match, 7. Too generic
Source: Google Adwords Training, 2015