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Google AdWords: A Tool for Effective Internet Marketing

KP Singh 1
Avinash Kumar Maurya 2

Abstract
Google is made AdWords a tool for marketing products and items on Internet. This is a
very important tool for e-adverting platform having featured and controls to advertise own
created information products and services. The paper gives an overview on the Adwords
system and its features.

Keywords: Google AdWords, AdWords, Pay Per Click, Internet Marketing.

Introduction
Google is made AdWords so easy up a running a mirror of minutes. This is a very important tool
for e-adverting’s platform form fill with featured and controls. In this research paper helps to you
understand how are work with Google AdWords and to earn money from a website. This paper
helps how to set up your ad campaign with AdWords and how to do this correctly so that you
maximize your return on investment with Google.

What is
• Google AdWords is a form of search Engine /marketing.
• When people search a terms, part of the results are ads.
• These ads are shown when a person bids on those keywords.
• You only pay when someone clicks throughs your ads.
• You set the cost per click you want to pay.
• The ads are shown on the Google Network which reaches 80% of internet user.

Benefits of AdWords
Reach: Access to 80% of internet user world wide
Cost: Lost cost for high ROI
Pay: Only when users click on your ads
Flexibility: Start advertising quickly
Unlimited changes whenever you want
You can target ads to the specific location & language of your customers
Timing: Ads are seen by users looking to purchase
Reach: your audience at the right time, with the right message
Measurements Tracking and reporting allow for continuous improvements

1
Senior Assistant Professor and Principal Investigator, Department of Library and Information Science, University of Delhi.
Email: [email protected]
2
Research Associate, Department of Library and Information Science, University of Delhi, Delhi-110007.
Email: [email protected]
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Google AdWords Accounts

Each level has different settings that determine specific of where and when your ads will show up
Account

Online electronics store

Campaign Campaign

Televisions Cameras

Ad Groups Ad Groups Ad Groups Ad Groups

Flat Screen TVs Plasma TVs Digital cameras Compact

cameras

Tip! Be specific when creating your Account levels!

Step1: Create Your Account

You can choose to use an existing Google account- such as one you use Gmail with or make a
new one. Follow the steps to set up your account these settings include time zone, currency

Step 2: Create your first campaign

Step3: Pick your campaign settings
At the campaign level you’ll choose such settings as
Google AdWords: A Tool for Effective Internet Marketing 555

Audience language and geographical location

Networks and devices
Daily budget

Step3: Create Ad Groups

Label your group so you know exactly which each one is
Ex. Audiobooks (Google Search)
• Includes audiobooks-related keywords
• Ads show on Google Search Results
You also determine the Cost per Click here CPC

Step4: Select Your Keywords

There are lots of tools to help you build a list
Ex. Google Keyword Toot, wordtracker.com

Top three tips to help you improve your keyword quality:

• Choose your keywords carefully
• Include relevant variations of your best keywords
• Be specific
Step5: Create Your Ads

Ad Title ( 25 character limit) and Ad Text (35 Character limit) and Display URL 35 Character Limit.

What Makes Up a Google Ad

Headline: The first line of your ads acts as a link to your website
Line of Text: Use these two lines to describe the product or service you are advertisings
Display URL: The last line The text is green is used to show the URL of website you are
promoting.
Destination URL: You will set a destination URL which will not be visible in your ad. This is a
landing page on your site
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Recap of :
Google adwords helps you to get in front of potential clients
Your ads are shown when someone search on your keywords
You only pay when someone clicks throughs your ads
You set the CPC amount you want to pay
You set your daily budget which helps your control costs
You can monitor results such as clicks and conversions.

Explains Cost Per Click CPC

Mostly my website owner on the Internet comes from google AdWords. Which I believe is the
greatest marketing and selling tool in the history of man, because this tool allows you to target
precisely and exactly your most likely buyers. That means, if you use this tool correctly, you
waste no money adverting to people who have no interest in what you are selling. You stop
burning money on scattershot adverting.

How Is Cost Per Click Calculated?

Standard formula for cost per click in AdWords is:

+ .01 =Actual CPC

As an advertiser, your cost per click will always be less than or equal to your maximum bid, as
it is an average of bids against a series of competitors over a period of time. Because of how
Google's Adwords Auction works, your actual cost per click is heavily influenced by both you
and your closest competitor's ad rank, maximum bid, and Quality Score.
For example, if we bid on the keyword “Personal Injury lawyer” our ad might show up in the
very top spot on the Google results page.

Figure 1: A Google Search result

In this figure top three link show on here yellow shaded area ,we know that Preferred PPC ads.
Google likes these ads not just because these people pay per more. But mostly because Google
likes their sites. Show green shadow area above figure Organic or Free search results . This is
Google AdWords: A Tool for Effective Internet Marketing 557

not advertise. The sites Google engine combine advertising and search results on their search
results pages.on right side see on result about Personal Injury Attomeys .
Every time our ad is clicked, sending a visitor to our website, we have to pay the search engine a
small fee. When PPC is working correctly, the fee is trivial, because the visit is worth more than
what you pay for it. In other words, if we pay $3 for a click, but the click results in a $300 sale,
then we’ve made a hefty profit.

So how do we actually use Google AdWords?

Let us suppose you run a business that sells ‘bananas’. You have a wonderful website that has
all the info a banana fan could ever wish for. You don’t get many visits to your website, perhaps
because it is not a very search engine friendly website – or perhaps you just have a lot of
competitors selling bananas as well. So you decide to try Google AdWords. The first thing you
need to do is create an AdWords campaign. This is very much like creating an advertising
campaign with a brochure or a flyer. Only in this case – your campaign will be online. You create
your campaigns within the AdWords website and Google will assist you with each and every step.

• Your ads appear on Google : When people search on Google using one of your
keywords, your ad may appear next to the search results. Now you're advertising to an
audience that's already interested in you. You attract customers People can simply click
your ad to make a purchase or learn more about you.
• Set your budget: There's no minimum spending requirement--the amount you pay for
AdWords is up to you. You can, for instance, set a daily budget of five dollars and a
maximum cost of ten cents for each click on your ad.
• Avoid guesswork: We provide keyword traffic and cost estimates so you can make
informed decisions about choosing keywords and maximizing your budget.
• Pay only for results: You're charged only if someone clicks your ad, not when your ad is
displayed.
• Costs: Payment in: Australian Dollars and Australia
Activation fee: $10.00
Minimum cost per click (CPC): $0.01 and up, depending on keyword quality
Minimum cost per thousand impressions (CPM): $0.30
Forms of payment: Postpay: American Express, MasterCard, Visa, and debit cards with a
MasterCard or Visa
Prepay: American Express, MasterCard, Visa, and debit cards with a MasterCard or Visa
Minimum payment: (applies to prepay only) $20.00
• Local and regional targeting :Set your ads to appear only to people searching in a
particular region. Now it's easy to target online customers within, say, 25 miles of your
front door.
• Local business ads: Get noticed on Google Maps.
People searching for information related to your business will see your location, contact
information, and an image of your choosing highlighted on a map of your area.

Campaigns
In terms of Google AdWords, a campaign encompasses many tools which Google has to offer. A
campaign is defined as a "set of ad groups (ads, keywords, and bids) that share a budget,
location targeting, and other settings". An AdWords account isn't limited to one campaign, and
multiple campaigns are actually encouraged. Based on location, budget, distribution settings,
language, etc., individual campaigns can target different components. The purpose of an ad
campaign is "to organize categories of products or services that you offer."
A keyword is an abstraction that we extrapolate from multiple search queries.A search query is
the actual word or string of words that a search engine user types into the search box.
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Figure 2: What gets entered into these auctions

The easiest way to get started is to use a keyword grouping tool to break a large list of
keywords down into smaller groups by theme. You can then break those groups into even
smaller groups, forming a hierarchy, or tree structure:

Figure 3: Use a keyword grouping tool

Basically an Ad Group is the container for your keywords in your search marketing
campaigns.PPC advertising is structured such that you first create an account, then create an
ad campaign, which is home to Ad Groups.
Integration - Create a system where you're consistently creating keyword groups, ad text, and
landing pages that are tightly integrated with one another.
Consistency - This integration should lead to messaging consistency. Your ad text and
landing pages should speak directly to the searches users are typing in to reach your site.

Figure 4: Your Google Analytical Report

Google AdWords: A Tool for Effective Internet Marketing 559

The Importance of Cost Per Click in Search Advertising

Cost-per click is important because it is the number that is going to determine the financial
success of your paid search campaigns. Your return on investment, whether you're over- or
underpaying for each action. will be determined by how much you are paying for clicks, and by
what kind of quality you are getting for that investment.

Since the overall ROI of your campaigns is determined by how much you’re paying for clicks
and the quality of traffic they’re bringing in, it is important to think about cost per click in terms
of both cost and value. You want to identify and target clicks that
are both inexpensive and valuable.
Lowering CPC While Maintaining Value so how do you go about lowering the price you're
paying for each click, while sustaining (or even improving upon) the value of your visits? Two
key paths of action come into play here:

Raise Your Quality Score – Google has created an automated system that offers pricing
discounts to well-managed PPC campaigns with high Quality Scores. Currently, accounts with
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quality scores of 6 or higher (the average score today is 5) are granted a 16-50% decrease in
CPC, whereas accounts with a 4 or lower Quality Score see a 25-400% increase in CPC!

Boost your chances of a drastically discounted cost per click by adhering to Quality Score best
practices: Increase click-through rates (CTR) by creating compelling, relevant ads.Build out
closely related ad groups. Optimize ad text and landing pages that speak to individual search
intent.

Conclusion
Google AdWords is the single most popular PPC advertising system over the Internat. The
AdWords platform enables businesses to create ads that appear on Google’s search engine
and other Google properties. Google AdWords is one of the most popular choices for a PPC
campaign. If you're concerned about your budget, AdWords allows you to spend as much or
as little as you can. You're not responsible for payment when your ad is displayed; instead,
you owe when your ad is clicked. Rates are determined by an automated auction system, and
you decide on the maximum amount, or the highest CPC bid, you'd like to spend on each
customer that clicks your ad. The higher your bid, the higher your ad's position on the search
results page. Bidding higher increases the chances of your target customers seeing, and
therefore, clicking your ad.

References
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Ramaswamy.(2009). Marketing Management: Global Perspective, Indian Context

Deepak Kanakaraju Digital Marketing Consultant from Bangalore, India

http://digitaldeepak.com/google-adwords-certified-professional-google-partner/
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Weller, B., and Calcott, L. The definitive guide to google adwords

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Google Team (2014 ). Google Adwords Developer's Guide from

https://developers.google.com/adwords/api/docs/
Google AdWords: A Tool for Effective Internet Marketing 561

Small Pond Developer summery of google adwords

https://sites.google.com/site/net205apples/summary-and-conclusion

Geddes, B. (2008). Official AdWords Seminar Leader http://www.advancedadwordsbook.com/

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http://www.medianama.com/2014/12/223-google-hindi-advertising/

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