Unit-5
Definition of 'Adwords'
Definition: Google AdWords is one of the services advertisers use for online promotion of their
content, brand, website, etc through certain defined keywords to achieve traffic or leads. It is a
form of brief advertising copy with keywords that are displayed on Google web pages and
partner websites (called publishers) after matching their content with the keywords.
Do you need a Google account to use Google ads?
To create your Google Ads account, you'll need an email address and website for your
business. Even if you don't have a website, you can still advertise on Google, using Smart
campaigns, the default Google Ads experience for new advertisers.
1. Learn a few basic terms
• Keywords: These are the words or phrases that people type into Google Search, which
trigger your ad to appear. When setting up an ad campaign, you’ll pick a list of keywords
that you think people might search for when they want what you have to offer (and don’t
worry: we can help).
• Bid: This is the maximum amount you’re willing to pay when someone clicks on your
ad. (Since, with Google Ads, you don’t pay to show up — only when someone clicks on
your ad to visit your site or call you.)
• Quality Score: This metric tells you how relevant your keywords are to your ad — and
to your landing page (i.e. the webpage where people will be taken when they click your
ad). A good Quality Score can lower your bid costs and improve your ad rank in the
search results.
• Ad Rank: This metric helps determine where your ad will show up, relative to other ads,
when it's triggered to appear on Google. Your rank is determined using your bid, your
Quality Score, and other factors.
• CPC (cost-per-click): The actual amount you pay when someone clicks on your ad.
(You don’t necessarily pay your entire bid price for every click — that just sets up a
range of possible costs-per-click you might pay.)
• Conversion: A conversion takes place when someone who has clicked your ad goes on
to take another action you’ve designated as important — like making a purchase, signing
up for a newsletter, or calling you.
, 2. Organize your account
How do you set your account up for success from the beginning? Start by breaking down your
products or services into categories, and basing your account structure on those. (One good
option is to mirror the structure you already use on your website.)
There are two levels of organization within a Google Ads account: campaigns (the higher level)
and ad groups (the lower level — you can have multiple ad groups in each campaign). Think
about campaigns as representing larger categories in your business, and ad groups as
representing smaller, more specific sets of products or services. For instance, if you run a craft
supply store, you might create these campaigns and ad groups:
Campaign 1: Knitting and sewing
• Ad Group 1: Yarn
• Ad Group 2: Needles and hoops
• Ad Group 3: Fabric and embroidery thread
Campaign 2: Kid’s crafts
• Ad Group 1: Paint and markers
• Ad Group 2: Glitter and glue
• Ad Group 3: Craft kits
Creating separate campaigns, ad groups, ads, and keyword lists for your products helps keep
your ads relevant, making sure that someone who’s looking for “glitter glue,” for example,
doesn’t accidentally see your ad for “embroidery thread” and think you don’t have what they
need.
The more focused and specific your ads are, the more people you can reach who are interested in
exactly what you have to offer.
3. Set your budget
With Google Ads, you control how much you spend using two different settings: your daily
budget and your bids.
Your budget is the amount you want to spend on each campaign per day. Your bid is the amount
you're willing to spend on a keyword if someone searches for that term and then clicks your ad.
When you’re first starting out, it can be a good idea to spread your overall budget (i.e. the
amount you want to pay for your whole account) evenly across your campaigns, until you get an
idea which one work best for your business. But in general, you should set different campaign
budgets and bid amounts based on your business goals. For example, if you want to draw
shoppers to your “kids crafts” products one month, you should consider setting a higher budget
for that campaign, and lowering the budget for another, less important one. You can change your
budget and bids any time, so if something isn’t working, you can adjust to meet your needs.
Definition of 'Adwords'
Definition: Google AdWords is one of the services advertisers use for online promotion of their
content, brand, website, etc through certain defined keywords to achieve traffic or leads. It is a
form of brief advertising copy with keywords that are displayed on Google web pages and
partner websites (called publishers) after matching their content with the keywords.
Do you need a Google account to use Google ads?
To create your Google Ads account, you'll need an email address and website for your
business. Even if you don't have a website, you can still advertise on Google, using Smart
campaigns, the default Google Ads experience for new advertisers.
1. Learn a few basic terms
• Keywords: These are the words or phrases that people type into Google Search, which
trigger your ad to appear. When setting up an ad campaign, you’ll pick a list of keywords
that you think people might search for when they want what you have to offer (and don’t
worry: we can help).
• Bid: This is the maximum amount you’re willing to pay when someone clicks on your
ad. (Since, with Google Ads, you don’t pay to show up — only when someone clicks on
your ad to visit your site or call you.)
• Quality Score: This metric tells you how relevant your keywords are to your ad — and
to your landing page (i.e. the webpage where people will be taken when they click your
ad). A good Quality Score can lower your bid costs and improve your ad rank in the
search results.
• Ad Rank: This metric helps determine where your ad will show up, relative to other ads,
when it's triggered to appear on Google. Your rank is determined using your bid, your
Quality Score, and other factors.
• CPC (cost-per-click): The actual amount you pay when someone clicks on your ad.
(You don’t necessarily pay your entire bid price for every click — that just sets up a
range of possible costs-per-click you might pay.)
• Conversion: A conversion takes place when someone who has clicked your ad goes on
to take another action you’ve designated as important — like making a purchase, signing
up for a newsletter, or calling you.
, 2. Organize your account
How do you set your account up for success from the beginning? Start by breaking down your
products or services into categories, and basing your account structure on those. (One good
option is to mirror the structure you already use on your website.)
There are two levels of organization within a Google Ads account: campaigns (the higher level)
and ad groups (the lower level — you can have multiple ad groups in each campaign). Think
about campaigns as representing larger categories in your business, and ad groups as
representing smaller, more specific sets of products or services. For instance, if you run a craft
supply store, you might create these campaigns and ad groups:
Campaign 1: Knitting and sewing
• Ad Group 1: Yarn
• Ad Group 2: Needles and hoops
• Ad Group 3: Fabric and embroidery thread
Campaign 2: Kid’s crafts
• Ad Group 1: Paint and markers
• Ad Group 2: Glitter and glue
• Ad Group 3: Craft kits
Creating separate campaigns, ad groups, ads, and keyword lists for your products helps keep
your ads relevant, making sure that someone who’s looking for “glitter glue,” for example,
doesn’t accidentally see your ad for “embroidery thread” and think you don’t have what they
need.
The more focused and specific your ads are, the more people you can reach who are interested in
exactly what you have to offer.
3. Set your budget
With Google Ads, you control how much you spend using two different settings: your daily
budget and your bids.
Your budget is the amount you want to spend on each campaign per day. Your bid is the amount
you're willing to spend on a keyword if someone searches for that term and then clicks your ad.
When you’re first starting out, it can be a good idea to spread your overall budget (i.e. the
amount you want to pay for your whole account) evenly across your campaigns, until you get an
idea which one work best for your business. But in general, you should set different campaign
budgets and bid amounts based on your business goals. For example, if you want to draw
shoppers to your “kids crafts” products one month, you should consider setting a higher budget
for that campaign, and lowering the budget for another, less important one. You can change your
budget and bids any time, so if something isn’t working, you can adjust to meet your needs.
