GOOGLE ADWORDS OVERVIEW
INTRODUCTION TO GOOGLE ADWORDS AND PPC ADVERTISING :-
AdWords (Google AdWords) is an advertising service by Google for businesses wanting to display ads on Google and its advertising network. AdWords program enables businesses to set a budget for advertising and only pay when people click the ads. The ad service is largely focused on keywords.
Pay-per-click (PPC), also known as cost per click (CPC), is an internet advertising model used to direct traffic to websites, in which an advertiser pays a publisher (typically a website owner or a network of websites) when the ad is clicked.
Why is PPC important?
PPC is a model where an advertiser pays to some agency to display ads on the search engine and advertisers typically bid on keyword phrases relevant to their target market.
Pay-per-click is calculated by dividing the advertising cost by the number of clicks generated by an advertisement. The basic formula is:
- Pay-per-click (in rupees) = Advertising cost (in rupees) ÷ Ads clicked
What is SEM?
Search engine marketing (SEM) is a form of Internet marketing that involves the promotion of websites by increasing their visibility in search engine results pages (SERPs) primarily through paid advertising.
SEM is the process whereas ADWORDS is a tool or software and PPC is a model.
Overview of Microsoft Adcentre :–
The Tool to display ads on BING is BING ADS
The Tool to display ads on YAHOO is YAHOO ADS and GEMINI
Why is Advertising necessary?
1- Advertising is the only medium you can control
2- Advertising allows you to target ideal customers only
3- Advertising creates awareness for your content
4- Advertising adds credibility to your message
UNDERSTANDING ADWORDS ACCOUNT STRUCTURE :-
- AD CAMPAIGN-
- AD GROUP-
An ad group contains one or more ads which target a shared set of keywords. You set a bid, or price, to be used when an ad group’s keywords trigger an ad to appear.
An integral part of marketing, advertisements are public notices designed to inform and motivate.
Keywords are words or phrases that are used to match your ads with the terms people are searching for. Selecting high quality, relevant keywords for your advertising campaign can help you reach the customers you want when you want. In simpler form, whatever we type on google search bar to get a relevant result we call it a keyword.
TYPES OF ADVERTISING CAMPAIGN-
- SEARCH AD CAMPAIGN-
In Internet Marketing, search advertising is a method of placing online advertisements on web pages that show results from search engine queries. Through the same search-engine advertising services, ads can also be placed on Web pages with other published content.
- DISPLAY AD CAMPAIGN-
Display advertising is a way to grow your brand’s awareness online. Display ads, also known as banner ads, are shown to your target audience whenever they are surfing online, but not searching for your product or service.
These are display ads. display ads can be of different size and shape like rectangular, square, horizontal, vertical, etc. according to individuals’ choice.
- SHOPPING AD-
You manage your Shopping ads in AdWords using Shopping campaigns, a simple and flexible way to organize and promote your Google Merchant Center product inventory within AdWords.
Only e-commerce websites can run shopping ads.
Shopping ads contain pictures of the product you are looking for. The right side ads are shopping ads whereas the left side ads are search ads.