Understanding Adwords own Language

We had discussed that with Google’s online advertising program called AdWords, you can create ads for people who are

• Searching for your products and services.
• Reading content related to what you sell.

Now let's get into the specifics and the terms used in Adwords.

Setting up your own online campaign is what you need to do at first after creating an adwords account at https://adwords.google.com.

What is a campaign and how is it structured?!

1. Campaign:  All AdWords accounts lets you organise your advertising into separate campaigns. You'll have a campaign for each of your business goals or product categories.

E.g.1.You might have one for phone calls and another for online sales.
E.g.2. If you have an online electronics shop, you could have one campaign for televisions sales, one for camera sales and so on.

• Each campaign will target a specific audience – who they are, where they’re located and when they tend to shop
• This is also where you’ll decide major settings, such as your daily budget ,where your ads appear and the locations that you’d like to focus on.

   2.   Ad group: Each campaign holds one or more ad groups. 

• An ad group is a smaller container that lets you categorize your campaign more precisely into specific sets of ads and keywords.
• These are dedicated to your products and services. 
• Usually, you'll have one ad group for each product or theme. For example, if you have a campaign for camera sales, you could create separate ad groups for compact cameras, SLR cameras and so on.

Eg. If you own an online shopping store, think of your ad groups as the various types of clothes you sell in that store.

• Your ad groups are where you'll write text for your ads and choose keywords that can trigger those ads when people search for them.
• For each ad group, you’ll include keywords that people normally use to search for those products and services. 
• You’ll include negative keywords that are related but not relevant for e.g. the product or service that he does not offer to potential customers. This will help filter out people to whom you won’t want to show your ad.

P.S Having two separate ad groups for each of your specialty will allow you to choose specific keywords related to each group

3) Ads: This is what you want people to see when they search using the keywords that you chose for your ad groups.

The selling points that you identify for your products and services can highlight these in your ads.
If, for example, express delivery was one of your selling points, you might have “express delivery!” in the text of your ad.
You can add other information about your business in your ad like a phone number (Call extensions), links to specific pages on your website (Sitelink extensions) and maps (Location extensions).

For further understanding of the terms associated with Adwords,we will start with a day to day example.

Let’s say you are interested in photography and you are running a studio Love and Pics.To get yourself noticed by people looking out for photographers you decide to go for online advertising via Google's Adwords.

You currently have three types of services and so decide to create 3 Ads for the same as below.


You can make different Ads for each area of business.

Each collection of ads makes up an Adgroup.

Eg. For wedding we make different ads which together form the Ad group for category Weddings as shown below.


To each Adgroup assign words or phrases that are relevant to that part of your business-Keywords


Adwords compares the user search term with the keywords to help decide which ads to show.



All the three ads for each of the different areas of your business make up your campaign

If someone searches for experienced wedding photographer in  the search box the search term is experienced wedding photographer.

And the types of search results  are:

Organic- Appear in the middle of the page.No one can pay for it to be displayed here.

Paid-Appear in the top bottom and right of the page. Ads by businesses using Adwords are displayed.You will be charged when someone clicks on your ad.

Whenever someone uses Google to search there is an auction that determines which ads appear and in which order.

Whether your ad will appear or not when someone makes a search for a photographer will depend on two main factors.

Bid-how much an advertiser is willing to pay for a click .
Quality score-how relevant and useful your ad and the page in your website is to someone seeing your ad.

 Bid vs Budget

Bid is how much you decide to spend each time someone clicks on your ad.

Budget is how much you decide to spend each day on your entire campaign.

When someone searches for you and finds you on their search result page it is an Impression
If they decide to find out more, they Click on your ad.
If someone uses your website to do something valuable e.g.buying your product,then it is a Conversion
Both your customer and you as an advertiser is happy.These are said to be Results

Recap with Real life Example of  Peter, the plumber

Business Type: Service

Goal: He requires people to call him up for repair services

Customers: People in Al Barsha, Dubai                                     

Services: Plumbing and kitchen repairs                        

Selling Points: Available 24/7, reasonably-priced

Online campaign:

• Campaign goal: Phone calls
• Targeting: People in Al Barsha, Dubai    

Ad Group no.1: Plumbing
Some of his keywords: broken pipes, fix broken pipes, fix broken toilet
Some of his negative keywords: buy, books

Ad Group no.2: Kitchen repairs

Some of his keywords: leaking tap, oven repair, fix kitchen sink

Some of his negative keywords: design, accessories

What you need to know about Google AdWords-For Beginners

We have been discussing the need for Google AdWords for quite some time now, let’s go into the details bit by bit. Here are the answers to my readers’ queries in the simplest form.

What is Google AdWords?!

AdWords is Google’s online advertising program that helps businesses advertise on Google’s advertising networks.

How can it help me?

It helps me expand my customer base and improve my business.

How can it do that?

For a nominal fee, I can choose where my ad appears on Google’s search results and other webpages. The more prominent my ad is, the more chance of customers viewing or clicking on my ad to connect with my business.

Where can I show my ads?

My ad can appear on Google and its partner websites.

Whom can I target?

I can reach people while they are searching for their needs in terms of words or phrases (which Google calls Keywords).It can also help me reach people who are browsing websites with themes related to my business.

Is it very expensive?

There’s no minimum spending amount like other marketing platforms. I set a budget comfortable for me. I am in control.

Example
If you run a small flower shop near Dubai Mall, set your ad to appear to customers in just that location, and when someone living or visiting there searches Google for "flowers delivery in Dubai Mall", they could see your ad and click on  it to connect to your business. 

A Little more About Google's advertising networks

In AdWords, you can set your ads to show on one or both of these networks.
Google Search Network and the Google Display Network.

Your ads show on either the Google Search Network or the Google Display Network depending on campaign type you choose as your network setting.

Search Network

Google’s search network simply means Google search and other google sites like Google Maps, Shopping and many other non-Google search partner websites (like AOL; These are not owned by Google but are advertising partners).
 
Here advertisers’ text ads are shown along with Google’s search results when people search
online. Ads can appear beside, above or below search results

This can help reach customers who may be searching for a product similar to what your business offers.

Eg. Ted runs a travel tour agency and decides to go for Search Network and so he creates a text ad  to get more people in.

He advertises on Google search network using keywords.

This means when people search online for any of the above keywords,Ted’s ad will be shown as below

Display Network

The Display Network is used to refer to collection of Google websites (like Gmail,YouTube), partner sites and mobile sites and apps .

It is possible to reach almost 80% of Internet users worldwide with such a network which can selectively show ads to people who want to hear about you.

This network uses appealing ad formats like video ads and image ads to reach a wide range of customers with broad interests.
Here your ads are matched to the content on webpages based on keywords and other factors and the ad is displayed on pages with similar themes like your business.

This helps build brand awareness and customer loyalty with increased engagement with customers.

For Eg. With display network,if you are running an ad about new offer at your restaurant,it will be displayed on popular food blogs.

 

With topics you can pick and choose specific themes of webpages available on Google's display network for which you want your ads to appear.

Eg. Ted’s travel agency

Now he decides to go for Display Network and creates an image ad to project his business.He uses travel and hiking themed webpages as topics.

Key takeaways:

1.Google AdWords is google's online advertising program that helps you grow your business by advertising on Google's advertising networks.

2.You can choose where your ads appear to customers on Google's Search and Display networks.