Chapter 7 Google AdWords

As the Internet permeates our lives at home and work, interest in advertising to Internet users has grown exponentially in recent years. Ad spending worldwide rose 7.4% to $628.63 billion in 2018(IAB, 2020). Internet advertising revenues for the 1st quarter in 2019 reached $130 billion, a 16% increase over the $108 billion in 2018 (IAB, 2020).

Simply put, internet advertising becomes one of the most popular marketing channels over the past 10 years (IAB, 2020).

An important and interesting feature of Internet advertising is the greater diversity in pricing schemes compared to traditional advertising (TV, radio, print, direct mailing, etc.).

The effectiveness of traditional advertising is hard to measure. Some traditional agencies use the pay-per-impression (PPI) pricing scheme, in which advertisers are charged according to the number of impressions allocated to them. The Internet, on the other hand, provides a low-cost way of tracking the performance of impressions in terms of clicks, purchases, registrations, among others, and in the process facilitating a variety of KPI options (pay-per-click (PPC), cost per one thousand views (CPM), pay-per-sale (PPS)). Keep in mind that CPM (cost per one thousand views (impressions)) is usually used on the Google Display Network.

The following tutorial is based on a Google Ads campaign I ran for a restaurant located in Maine from February to the beginning of March, 2019.

Please keep in mind that Google has updated its Google Ads dashboard a little bit since then. Feel free to share your thoughts or ideas with me. Thanks. Step #1: Set up Google Ads Account Setting a Google Ads campaign is really just about following some directions. First of all, post your personal Gmail account to the Google Sheet: You will be launching your AdWords campaign with an AdWords budget of $25 (this is an estimation based on my teaching experience) offered by your project client. To make sure that you could run a test campaign for about 6 days to 15 days, your AdWords budget should be at least $1.5 maximum per day.

Ideally, you will only need 1 to 2 accounts from each team. These individuals will be managing the Google Ads dashboard for the project directly. However, if any of you would like to be added to my Google Ads dashboard, please let me know. I will be very happy to do that. Send me a notice and I will add you to the Google Ads dashboard.

Step #2: Start a Google Ads Campaign In this stpe, you will create your account and navigate to the main dashboard. In the left-hand column, you will want to click on campaigns. After that, you will see a blue button with a “+”. Click the blue button and click “New campaign.”

7.2 Exercise

Launch a Google Ads campaign for your project client