BY:RUCHI |SAHIL JAIN|SANJEEV|SHIKHA |TONMOY |ROHIT

TYPES OF ADS

TEXT ADIMAGE AD

www.adwords.com

FEATURES

Keyword Match Type• Broad Match Modifier Syntax : +Keyword

• Phrase - Syntax : “Keyword”

• Exact - Syntax : [Keyword]

• Negative : Syntax : - Keyword

Two main factors – clicks and conversions

Bidding:• Manually • Automatically

Keywords and adds• set at CPC basis • Varied accordingly up and down of the time Adword do the bidding within the target budget

Bidding strategy and budget

Bidding Adjustment

How much customer willingness to pay according to device, geography, and amount of days that apply

Ad Auction

• Every time you do a search, the ad that is available• Ad Auction follow an algorithm to find the Ad rank• Higher Ad Rank --- Higher ad position• Ad Rank = Bid * Click through Rate(CTR)• Ad Rank = Bid * Quality Score

After determination of the Ad RankGoogle Auction will determine how much will pay by the advertiser

Conversion Tracker

• Online purchase• Lead generation• Newsletter subscriptions• Contact from or call• Social follows• Views • File downloads• Coupon downloads

What is the conversion? On what page does the action happen?

Use conversion tracking to figure out cost per

conversion

ROI = PROFIT- COST

COST PER CONVERSION = CONVERSIONS / CLICKS

SPLIT TESTINGSplit testing is a methodology in advertising of using

randomized experiments with two variants A & B,which are the control and treatment in the controlled experiment

split testing provides a means of comparing two or more unique strategies for opt in forms or broadcast message side by side in a controlled experiment.

Example of common split tests:

Opt-in forms Broad cast message