DIGITAL MARKETING

BBA V SEM

Module: 3 Google AdWords & Google AdSense

Google Ads (formerly known as Google AdWords) is an advertising platform developed by Google
that allows businesses to display ads on Google's search engine results pages (SERPs) and across its
advertising network.

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.

Google Ad-Words Fundamentals: Here are some fundamentals:

1. Campaigns and Ad Groups: Google Ads operates through campaigns, each consisting of ad
groups focused on specific themes. Ad groups contain ads and keywords related to that theme.

2. Keywords: These are the words or phrases that advertisers bid on, aiming to trigger their ads when
users search for those terms on Google.

3. Ad Formats: Google Ads supports various ad formats, including text ads, image ads, video ads,
shopping ads, and more. Each format has its own requirements and benefits.

4. Bidding and Budgeting: Advertisers set bids on keywords or ad placement to determine how much
they are willing to pay when someone interacts with their ad (clicks, views, etc.). Budgets are set at the
campaign level to control overall spending.

5. Quality Score: Google uses Quality Score to measure the relevance and quality of ads, keywords,
and landing pages. A higher Quality Score can lead to better ad placement and lower costs.

6. Targeting Options: Google Ads offers various targeting options such as location, demographics,
interests, devices, and more, allowing advertisers to reach specific audiences.

7. Conversion Tracking: It's essential to track conversions to measure the success of advertising
campaigns. Conversion tracking allows advertisers to see which ads are leading to valuable actions,
such as purchases, sign-ups, or inquiries.

8. Ad Auction: Google Ads operates on an auction-based system where several factors like bid,
quality, and relevance determine ad placement on the SERPs.

9. Ad Extensions: These are additional pieces of information that can be added to ads to provide more
details to users, such as site links, phone numbers, locations, etc.

10. Performance Monitoring and Optimization: Regularly monitoring campaign performance

metrics and making adjustments based on the data is crucial to improving ad performance over time.

To dive deeper into Google Ads fundamentals, consider taking the Google Ads certification courses
provided by Google to gain a comprehensive understanding of the platform.
Google AdWords Account Structure

Google AdWords, now known as Google Ads, utilizes a hierarchical structure to organize campaigns
and ads. The basic structure includes:

1. Account: The top-level of organization in Google Ads. It represents your entire advertising setup
and contains all your campaigns, billing information, and users.

2. Campaigns: Within an account, you create campaigns to organize your advertising objectives.
Each campaign typically focuses on a specific goal, product, or service. For instance, you might have
separate campaigns for different products, target audiences, or marketing objectives.

3. Ad Groups: Within each campaign, you create ad groups. Ad groups contain a set of related ads
and keywords. It's beneficial to organize ad groups by themes or product categories to ensure
relevance between the keywords and ads.

4. Ads and Keywords: Within ad groups, you create ads and select keywords. Ads are the
promotional messages shown to users, while keywords are the terms that trigger your ads when users
search for those terms on Google.

This structure allows advertisers to manage and optimize their campaigns effectively by adjusting
settings, budgets, and targeting options at different levels to meet specific marketing goals.

Key terminologies in Google AdWords

Here are some key terminologies used in Google Ads (formerly known as Google AdWords):

1. Keywords: Words or phrases that advertisers bid on to trigger their ads when users search for
those terms on Google.

2. Ad Rank: A metric that determines the position of an ad on the search engine results page (SERP)
based on factors like bid amount, ad quality, and expected impact of ad extensions.

3. Quality Score: A rating of the quality and relevance of both your keywords and PPC ads. It
impacts your ad's position and cost per click (CPC).

4. CTR (Click-Through Rate): The ratio of users who click on an ad to the number of total users
who view the ad.

5. CPC (Cost-Per-Click): The amount an advertiser pays each time a user clicks on their ad.

6. Impressions: The number of times an ad is displayed on a webpage.

7. Ad Extensions: Additional information or features added to ads to provide more value and
encourage clicks. Examples include call buttons, location information, or additional site links.

8. Conversion: When a user completes a desired action after clicking on an ad, such as making a
purchase, signing up for a newsletter, or filling out a form.

9. Campaign: A set of ad groups (ads, keywords, and bids) that share a budget, location targeting,
and other settings.

10. Ad Group: A collection of ads and keywords that is related and grouped together in a campaign.
Understanding these terms will help you navigate and optimize your Google Ads campaigns
effectively.

How to Create an AdWords account

To create a Google Ads (formerly known as AdWords) account, follow these steps:

1. Go to Google Ads website: Visit the Google Ads website at [Link].

2. Sign in or Create an Account: If you already have a Google account (like Gmail), sign in.
Otherwise, create a new Google account.

3. Start creating your Google Ads Account: Once signed in, click on the "Start Now" button or
"Sign Up" to begin creating your Google Ads account.

4. Enter Business Information: Provide details about your business, including the country where
your business operates, time zone, and currency preferences.

5. Enter Billing Information: Enter your billing details and payment method. Google Ads requires a
valid payment method to run ads.

6. Set Up Your First Campaign: Follow the prompts to set up your first campaign. Define your
campaign goals, choose your target audience, select keywords, set a budget, and create your ad.

7. Review and Launch: Before launching your campaign, review all the information you've entered
to ensure accuracy.

8. Launch Your Campaign: Once you're satisfied, launch your campaign to start advertising on
Google.

Remember to monitor your campaigns regularly to optimize performance and achieve your
advertising goals.

Different Types of AdWords and its Campaign

There are various types of Google Ads:

1. Search Ads: Text-based ads shown on search engine result pages (SERPs) triggered by specific
keywords. They aim to attract users actively searching for related products or services.

2. Display Ads: Graphic-based ads (banners, images, videos) displayed across the Google Display
Network (GDN) on websites and apps. They target audiences based on interests, demographics, or
behaviors.

3. Video Ads: Promotional videos shown on YouTube or across the Display Network. They can be
skippable or non-skippable and offer various formats like TrueView (pay when viewers watch at least
30 seconds), bumper ads (short, memorable ads), and more.

4. Shopping Ads: Product-based ads that display images, prices, and store information directly in
search results, ideal for e-commerce businesses.

5. App Ads: Specifically for mobile apps, these ads appear in other apps or within the Google Play
Store to drive app installations or engagements.
Campaigns in Google Ads are organized based on objectives and strategies:

1. Search Network Campaigns: Focus on text-based ads displayed on search engine results.

2. Display Network Campaigns: Target audiences through visual ads on various websites and apps.

3. Video Campaigns: For promoting videos across YouTube and the Display Network.

4. Shopping Campaigns: Centered around product listings and e-commerce sales.

5. App Campaigns: Aimed at promoting mobile apps and increasing installations or in-app actions.

Each type of ad and campaign requires specific targeting, ad creation, bidding strategies, and
optimization techniques to achieve desired outcomes. Choosing the right combination depends on
your business goals and target audience.

Ads Creation Process

1. Define Objective: Determine the goal of the ad campaign, whether it's to increase brand
awareness, drive website traffic, or boost sales.

2. Know Your Audience: Understand your target audience's demographics, interests, and behaviors
to tailor the ad content effectively.

3. Choose Platform and Ad Format: Select the appropriate advertising platform(s) (e.g., Facebook,
Google Ads) and choose the ad format (image, video, carousel, etc.) that suits your objectives.

4. Craft Compelling Content: Create engaging ad content with attention-grabbing headlines, clear
messaging, and visually appealing elements.

5. Set Budget and Schedule: Decide on your ad budget and schedule, specifying when and how
much you're willing to spend on the campaign.

6. Launch and Monitor: Launch the ads and continuously monitor their performance. Adjust
targeting, messaging, or budget based on analytics to optimize results.

7. Evaluate and Refine: After the campaign, analyze its performance metrics (click-through rates,
conversions, etc.) to understand what worked well and what needs improvement for future ad
campaigns.

Ad Approval Process

1. Creation: The ad is designed and developed according to the platform's guidelines and objectives.

2. Submission: The ad is submitted to the advertising platform, such as Google Ads, Facebook Ads
Manager, or others.

3. Review: The platform's review team examines the ad to ensure it complies with their policies,
including content, imagery, targeting, and other guidelines.

4. Approval or Rejection: Based on the review, the ad is either approved to run or rejected.
Rejections can occur due to various reasons like policy violations, misleading content, or
inappropriate imagery.
5. Appeal (if available): Some platforms allow advertisers to appeal a rejected ad, providing
additional context or making necessary adjustments for reconsideration.

6. Running the Ad: Upon approval, the ad is published and becomes visible to the target audience.

The approval process duration can vary depending on the platform and the complexity of the ad. It's
essential to adhere to the platform's policies to ensure a smooth approval process.

Display Planner

Google Display Planner: This tool was part of Google AdWords that helped advertisers plan and
create display ad campaigns. It provided insights into demographics, interests, placements, and
keywords for targeting display ads.

Different types of extensions

In Google Ads (formerly known as Google AdWords), there are various types of ad extensions that
can enhance your ads and provide more information to potential customers. Some common
extensions include:

1. Sitelink Extensions: Additional links to specific pages on your website, allowing users to navigate
directly to the most relevant pages.

2. Callout Extensions: Brief phrases highlighting unique selling points or offers, displayed below the
ad text.

3. Call Extensions: Enables users to directly call your business by clicking on the phone number in
the ad.

4. Location Extensions: Shows your business address, phone number, and a map marker, making it
easier for users to find your physical location.

5. Structured Snippet Extensions: Highlights specific aspects of your products or services, such as
types, brands, or features.

6. Price Extensions: Displays pricing information for specific products or services offered.

7. Message Extensions: Allows users to send text messages directly to your business from the ad.

8. App Extensions: Encourages users to download your mobile app by providing a direct link to
download it.

These extensions provide additional information and engagement opportunities, making your ads
more informative and effective in driving user actions.

Creating location extensions

Location extensions are a great way to showcase your business's physical locations in online ads.
Here are some steps to create location extensions:

1. Google Ads: Sign in to your Google Ads account.

2. Access Extensions: Navigate to the "Ads & Extensions" section in the left-hand menu.
3. Click the plus button: Choose the option to create a new extension.

4. Choose Location Extension: Select "Location Extension" from the list of extension types.

5. Add your business locations: You can add locations manually or import them from Google My
Business. Ensure that the information is accurate and up-to-date.

6. Customize: You can customize the display text, such as the business name, address, phone
number, and additional details to display alongside your ad.

7. Save and review: Once you've added your locations and customized the extension, save your
changes and review the extension to ensure accuracy.

8. Associate with campaigns: Assign the location extension to the campaigns where you want it to
appear.

Remember, accurate and detailed location information is crucial for potential customers, so regularly
update your location extensions with any changes to your business information.

Creating call extensions

To create call extensions for your ads, you can follow these general steps in Google Ads:

1. Sign in to your Google Ads account.

2. Select the campaign: where you want to add the call extension.

3. Navigate to the "Ads & extensions" tab: for that campaign.

4. Click the blue plus button and choose "Call extension."

5. Choose the extension type: You can select either "Call-only" (displays your phone number) or
"Call extensions" (adds a phone number to an existing ad).

6. Enter your business phone number.

7. Customize your call extension: You can set up options like when your phone number should
display, scheduling, call reporting, etc.

8. Save your changes.

Make sure your call extension complies with the ad policies and aligns with your campaign goals.
Always check and test your extensions to ensure they work correctly and provide a good user
experience.

Bidding Techniques

Google AdWords (now called Google Ads) utilizes various bidding strategies to help advertisers
optimize their campaigns. Here are some bidding techniques commonly used:

1. Manual CPC (Cost-Per-Click): Set bids manually for clicks. You decide how much you're
willing to pay for a click on your ad.
2. Automated Bidding: Utilize Google's automated bidding strategies, such as:

- Target CPA (Cost-Per-Acquisition): Set a target cost per conversion/acquisition.

- Target ROAS (Return on Ad Spend): Set a target return on ad spend.

- Maximize Conversions: Automatically sets bids to gain as many conversions as possible within
your budget.

3. Enhanced CPC: Allows manual bidding with automatic adjustments by Google to increase the
likelihood of conversions.

4. Maximize Clicks: Focuses on getting the maximum number of clicks within the budget.

5. Target Search Page Location: Helps in getting your ad at the top of the search results or on the
first page.

6. Target Outranking Share: Allows you to outrank a specific competitor's ad by setting a higher
bid.

7. CPM (Cost-Per-Thousand-Impressions): Pay for impressions rather than clicks. Useful for
display network campaigns.

The choice of bidding technique depends on campaign goals, budget, and desired outcomes. Testing
different strategies and analyzing performance metrics can help determine the most effective bidding
approach for specific advertising objectives.

Google Analytics Individual Qualification (GAIQ)

The Google Analytics Individual Qualification (GAIQ) is a certification provided by Google to

individuals who demonstrate proficiency in Google Analytics. It tests knowledge on various aspects
of the platform, including understanding basic and advanced principles, implementation, analysis, and
reporting within Google Analytics.

To earn the certification, candidates need to pass an online exam consisting of multiple-choice
questions that assess their understanding of the tool's features and functionalities. Achieving the
GAIQ demonstrates expertise in utilizing Google Analytics to track and analyze website data,
enabling users to make informed decisions based on actionable insights.

Google AdSense

Google AdSense is an advertising program run by Google that allows website owners and creators to
monetize their online content by displaying targeted ads. It functions by placing relevant ads on
participating websites or platforms, and when visitors interact with these ads, the website owner earns
revenue.

AdSense uses contextual targeting to display ads that are relevant to the content of the website,
enhancing the likelihood of user engagement. It offers various ad formats, such as text, image, video,
and interactive media, which can be customized to match the look and feel of the website.

Advertisers pay Google to display their ads through AdSense, and Google shares a portion of this
revenue with the website owners hosting the ads. The earnings depend on factors like ad engagement,
click-through rates, and the niche or topic of the website.
By integrating AdSense, website owners can generate income while providing relevant advertising to
their audience, contributing to a mutually beneficial ecosystem for advertisers, publishers, and
visitors.

Ad networks are platforms that connect advertisers with publishers to display ads on websites or
apps. They vary in policies, targeting options, and ad formats. Google AdSense is a popular ad
network managed by Google, allowing website owners to display targeted ads and earn revenue.

Ad networks and AdSense have certain limitations:

1. Traffic Quality: They often have guidelines for traffic quality. Invalid clicks, click fraud, or
artificially generated traffic can lead to an account suspension.

2. Content Policies: Ad networks have strict content policies. Content that violates their guidelines,
such as adult content, copyrighted material, or illegal content, can result in ad serving restrictions or
an account termination.

3. Ad Placement: There are rules about ad placement, including the number of ads per page and
where they can be positioned. Violating these guidelines may lead to penalties.

4. Geographical Restrictions: Some ad networks may have limitations on certain regions or

countries where they operate or allow ad serving.

5. Prohibited Practices: Practices like encouraging clicks, modifying ad code, or displaying ads in
certain prohibited ways can lead to penalties.

6. Traffic Sources: Certain ad networks may have restrictions on traffic sources, limiting the types of
websites or apps that can display their ads.

Understanding and adhering to these limitations is crucial to maintaining a healthy relationship with
ad networks like AdSense and ensuring sustained revenue generation without facing penalties or
account suspensions. Regularly reviewing the policies and guidelines of the specific ad network
you're using is essential to compliance.

Learning which situations are best for using AdSense

AdSense works well in various situations, especially for websites, blogs, or apps with consistent
traffic. It's best suited for content-focused platforms where users engage with articles, videos, or other
media. Sites covering popular topics or niches often perform better with AdSense due to higher
advertiser demand. However, it might not be ideal for all scenarios, like certain apps or sites focused
on sensitive content or those with low traffic.

Setting up an AdSense Account

To set up an AdSense account, follow these steps:

1. Visit the AdSense website.

2. Click on "Sign Up Now" and log in with your Google account.
3. Enter your website URL and other required information.
4. Read and agree to the terms and conditions.
5. Verify your phone number and submit your application.
6. Once approved, you'll receive an email confirmation.

Make sure your website complies with AdSense policies regarding content, design, and traffic before
applying. It might take some time for Google to review your application.
Creating new ad units
Creating new ad units involves several steps:

1. Identify Purpose: Determine the purpose of the ad units—whether it's for website monetization,
promotion, or specific campaigns.

2. Define Ad Format: Choose the type of ad unit (e.g., banner ads, native ads, video ads) based on
your platform and audience.

3. Ad Size and Placement: Decide on the size and placement of the ad units. Consider responsive
designs for different devices.

4. Design Creative’s: Create visually appealing and engaging creatives (images, videos, copy) that
align with your brand and the ad's objective.

5. Ad Platform Integration: Utilize an ad platform or ad network (such as Google AdSense,

AdMob, or Facebook Ads Manager) to set up and manage your ad units.

6. Testing and Optimization: Run tests to assess the performance of the ad units. Analyze metrics
like click-through rates (CTR), conversions, and engagement. Optimize based on the results.

7. Compliance and Policies: Ensure compliance with advertising policies and guidelines set by
advertising platforms and regulatory bodies.

8. Launch and Monitoring: Once everything is set up, launch the ad units and continuously monitor
their performance. Make adjustments as necessary to improve results.

Remember, creating effective ad units often involves a combination of creativity, strategic planning,
and continuous optimization based on performance metrics.

Displaying ads on a website

Displaying ads on a website typically involves using ad networks like Google AdSense, [Link], or
direct partnerships with advertisers. You can place ad code provided by these networks on your web
pages, and when visitors view or click on the ads, you earn revenue. Ensure the ads complement your
website's content and adhere to policies to create a positive user experience.

Displaying ads on a website involves several steps:

1. Selecting an Ad Network: Choose an ad network (Google AdSense, [Link], etc.) that aligns
with your website's content and audience.

2. Sign Up and Approval: Register with the chosen ad network, providing necessary information
about your website. Once approved, you'll receive ad codes.

3. Placing Ad Codes: Insert the ad codes into your website's HTML where you want the ads to
appear. This can be within the content, sidebar, header, or footer.

4. Ad Placement and Design: Strategically place ads to ensure visibility without overwhelming
users. Consider the design to blend with your website's aesthetics.

5. Monitor Performance: Keep track of ad performance, impressions, clicks, and revenue using the
ad network's dashboard or analytics tools.
6. Optimization: Continuously optimize by testing different ad placements, sizes, and types to
maximize revenue without compromising user experience.

Remember to adhere to the ad network's policies and guidelines, as violation could result in
suspension of ad services on your site.

Allowing and blocking ads

Allowing or blocking ads depends on personal preferences and the platform or browser you're using.
Ad blockers are tools that prevent advertisements from displaying on websites, whereas allowing ads
supports content creators by displaying advertisements. Some platforms or browsers have built-in ad-
blocking features, while others may require third-party extensions or plugins to enable ad blocking.
Ultimately, the choice to allow or block ads is up to the user's preferences for their browsing
experience.

Running AdSense reports and custom reports,

To run an AdSense report, follow these steps:

1. Sign in to your AdSense account: Go to [Link] and log in with your

credentials.

2. Navigate to the reports section: Click on "Reports" in the left-hand menu.

3. Choose the report type: You can select from different report types like "Performance reports,"
"Ad units," "Sites," etc.

4. Customize your report: Select the date range, metrics (such as clicks, RPM, earnings, etc.),
dimensions (like date, ad unit, site, etc.), and filters to tailor the report to your needs.

5. View or download the report: Once you've set your parameters, click on "Apply" to generate the
report. You can view it on-screen or download it in various formats like CSV, PDF, etc.

This process might vary slightly due to updates or changes in the AdSense interface, but generally,
these steps will guide you through generating and accessing reports in AdSense.

To run AdSense reports or create custom reports, you can typically do this within the AdSense
interface. Here's a basic guide:

1. Log in to your AdSense account: Access your AdSense dashboard.

2. Navigate to Reports: Look for the "Reports" tab or section in your AdSense account.
3. Choose the Report Type: You can select from pre-defined report types or create a custom report.
4. Customize the Report: If creating a custom report, select the metrics (e.g., earnings, clicks,
impressions) and dimensions (e.g., date, ad unit, country) you want to include.
5. Apply Filters (if necessary): You might want to filter data based on specific criteria like date range,
ad units, countries, etc.
6. Run the Report: After setting up the report parameters, click the "Run" or "Generate Report"
button.

Follow the prompts and options available in your AdSense account interface to generate the desired
reports or custom reports based on the specific metrics and dimensions you require. If you need more
detailed guidance for a particular type of report or customization, the AdSense Help Center can be a
valuable resource for step-by-step instructions tailored to your needs.
Exporting Data

To export data from Google AdSense, follow these steps:

1. Sign in to your AdSense account: Go to the AdSense website and log in using your credentials.

2. Access Reports: Once logged in, navigate to the "Reports" section.

3. Choose the data to export: Customize your report by selecting the date range and specific metrics
or dimensions you want to include.

4. Export the data: Click on the "Export" button, usually located near the top-right corner of the report
page. You'll have options to export in formats like CSV or PDF.

5. Select the export format: Choose the format you prefer and initiate the export process.

6. Download the exported file: Once the export is complete, download the file to your device.

This process allows you to extract your AdSense data for further analysis or record-keeping.

Reviewing payee and Account settings

Reviewing payee and account setting in Google AdSense:

1. Log in to your Google AdSense account: Go to the AdSense website and log in using your
credentials.

2. Access Settings: Look for the "Settings" option, usually located in the left sidebar or under your
profile icon. Click on it to access the settings menu.

3. Payee Information: Check the payee information to ensure it's accurate and up to date. Verify
your name, address, and other relevant details. If there are any changes needed, you can edit them
here.

4. Payment Settings: Review the payment settings to confirm your preferred payment method (such
as direct deposit, wire transfer, or checks) and ensure the payment details (bank account, address,
etc.) are correct.

5. Account Information: Verify other account settings like contact information, tax information, and
notification preferences to ensure they're accurate.

6. Save Changes: After making any necessary updates, don't forget to save your changes.

7. Payment Threshold: Check the payment threshold (minimum amount required for payment) to
ensure it aligns with your preferences. Adjust it if necessary.

8. Review Payment History: Optionally, you can review your payment history to check previous
transactions and confirm that payments were processed correctly.

Remember, accuracy in payee information and payment settings is crucial to ensure timely and secure
payments from Google AdSense.