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Tutorial Adwords by Santai Niaga

Malay Versions

Tutorial Adwords – Google AdWords untuk DUMMIES!!!

“Google sekarang proses lebih 40,000 carian pertanyaan setiap saat secara purata , yang diterjemahkan untuk carian lebih 3.5 bilion sehari dan carian 1.2 trilion setahun di seluruh dunia”. Carta di bawah menunjukkan bilangan carian setahun sepanjang sejarah Google:-Google carian setahun

Graph 1: Tutorial Adwords by santai niaga

Jumlah carian di Google dalam setahun dari 1998 hingga 2012 – Tutorial Adwords by santai niaga

Pada 2014, dilaporkan 5.74 bilion atau 5740 juta carian dalam 1 hari (24 jam). Nilai ini amat besar. Jadi kenapa anda mahu biarkan prospek anda ini terlepas ke tangan pesaing anda? Adakah mereka lebih hebat dari anda? Mereka inilah prospek yang perlu anda kejar dan bentangkan bisnes anda kepada mereka. Saya akan kongsikan bagaimana caranya dalam ruangan ini.

Masuk ranking di Google sahaja TIDAK CUKUP. Anda perlu berada di ranking PALING TINGGI.

============ KAJIAN ============

Dalam kajian, kebanyakkan pencari di Google hanya akan klik hasil carian di kedudukan kelima atau keenam sahaja maksimum sebelum mereka berpindah ke muka kedua. Jadi walaupun web anda di muka pertama tapi di kedudukan bawah dari keenam, web anda mungkin kurang mendapat trafik atau di klik berbanding kedudukan pertama di muka kedua.

============ FAKTA ============

80-90% dari pencari di Google akan klik web di kedudukan pertama terlebih dahulu. Teknik untuk menaikkan ranking web anda di Google secara organik ini di panggil SEO (Search Engine Optimization). SEO adalah teknik mengoptimasikan web kita untuk mendapat ranking tertinggi di Search Engine seperti Google. Banyak tak banyak pun hanya ada 200+ FAKTOR yang mempengaruhi result SEO web kita. Salah satu FAKTOR yang penitng ialah;-

Google Adwords atau Google Ads – Tutorial Adwords

Adwords adalah di dalam kumpulan SEM (Search Engine Marketing) berbayar. Berbanding SEO, Adwords hanya memakan masa beberapa MINIT untuk setup dan tulis iklan anda. Selepas beberapa minit iklan anda akan berada di search result google. Jika buat dengan betul, ranking no. 1 lagi. Mudah kan J – saya akan terang lebih lanjut tentang Adwords nanti.

Google Adwords ialah satu platform untuk pengiklan beriklan di web-web jajahan Google. Antaranya web Google Search Engine macam kita guna di dan tu. Selain tu kat youtube, web web akhbar, blogspot, google maps dan berjuta lagi website.

Boleh di katakan , pengguna Facebook macam sudah terlalu ramai tetapi facebook masih lagi menggunakan Adwords untuk beriklan. Kerana mereka tahu, di google Adwords, target mereka lebih besar, dan sentiasa ada prospek atau bakal pengguna yang mereka boleh tarik.

Jenis jenis iklan di Google Adwords:- Tutorial Adwords

  • Teks
  • Imej
  • Video


English Version

tutorial adwords by santai niaga
tutorial adwords by santai niaga

Tutorial AdWords for DUMMIES!!!

Introduction: Tutorial AdWords

This tutorial guide is designed to provide you with a basic introduction to paid search and to give you a fundamental understanding of how to use paid search to drive more leads and customers for your business. We’ll start off by explaining what paid search is and how it differs from organic search. Then we’ll talk about the different ways you can use paid search, followed by how paid search works, some campaign strategy discussion.

And finally, how to measure the effectiveness of your campaign with metrics.

A quick note:

There are many search engines that support paid search campaigns. For the purposes of this blog. However, we are going to focus mainly on Google and its paid search program. Google AdWords. If you have a solid understanding of Google AdWords. You’ll be in a good position to understand how the other search engines work. Since they have set themselves up in a similar fashion.

Paid vs. Organic Search – Tutorial AdWords

Tutorial AdWords-organic vs paid by Santai Niaga
Tutorial AdWords -organic vs paid

Is it better to use paid search (PPC) versus organic search marketing? Sounds like a simple question, but the answer is much more complex. Both methods have specific benefits and drawbacks. Let’s discuss some major differences and consider the best approach.

According to ComScore, search engine users conducted 18.6 billion explicit core searches in April 2014. That number excluded searches without specific intent to interact with the search results. The search engine result pages (SERPs) likely provided a mix of both organic and paid rankings.

Both organic and paid (PPC) have distinct advantages and drawbacks. Knowing them will allow you to get the best return for your search marketing dollars. As you will see, combining them will often result in a better click through rate (CTR).

Organic Search:

Organic search results are the listings of Web pages returned by the search engine’s algorithms that closely match the search string of keywords. Marketers use SEO and content assets to get high search engine rankings. The goal is to be on the first page and then move into the top three rankings for specific keywords. That’s because the advantages of organic search are dependent on visibility. The higher the ranking the more pronounced the advantages. They all but disappear if your listing is not on the first page.

Organic Search Benefits

Trust and credibility: With high search engine rankings comes a perception of credibility on the part of searchers. High search rankings imply industry authority and leadership. This perception translates into more trust and a greater likelihood to click through to the site.

Evergreen: If the content that ranks high is evergreen, then the rankings will also have a more evergreen presence. The specific listing may rank high long after the content was created.

Ranking: Once you get high rankings, it’s easier to keep those rankings. You get authority status and build the trust of users and search engines.

Click through rates: For “top of funnel” search terms, I.e., don’t show immediate purchase intent. The click through rates are better for organic search results. That’s very important for businesses that have a longer buying cycle.

Inbound marketing: An organic search strategy requires marketers to develop the content assets to achieve it. This is important for higher involvement purchases. Users interact with content as they move down the purchase funnel.

Organic Search Drawbacks

Time: Depending on the competitiveness of the keywords involved, it may take months or years to get high rankings. Can you wait that long?

Resources: Getting high rankings requires both creating content and using SEO tactics to achieve it. That can be difficult, frustrating and time consuming. Either internal staff or external contractors are needed for both these functions.

Paid Search (PPC):

Paid search results are advertisements. A business pays to have their ads displayed when users do a search containing specific keywords. The ads are typically displayed above and to the right of organic search results. The exact placement of the ads is determined by both a bidding process and quality score. The advantages and drawbacks of paid search are often the opposite of organic listings.

Paid Ads (PPC) Benefits

Time: Unlike organic search rankings that can take months or years. Paid results are placed at the top of rankings as soon as you pay for ad placement.

Targeting: PPC campaigns can be tailored to reach specific audiences. Examples of segmentation include geo-targeting, income, age, educational level, marital status, industry, etc.

Click through rates: Searches using terms that denote high purchase intent such as product or brand-specific keywords will get more clicks than organic results. The advantage of paid search can clearly be seen in the Internet retailers MarketLive Performance Index data. For the year 2013 as a whole, PPC accounted for 36.5% of search traffic but an outsized 47.9% of revenue from search.

Paid Ads (PPC) Drawbacks

Cost: The more competitive the keyword, the more the bid price is for each click on the displayed ad. Paid search requires a level of expertise to manage these campaigns. Otherwise a lot of money will be spent to attract unqualified traffic.

Momentary: The ads disappear as soon as you stop paying for them.

Distrust: Consumers don’t always trust paid ads and often avoid them. They place more trust in organic rankings.

Click through rate: Except for high purchase intent searches. Users will click on paid search listings at a lower rate than organic search listings. Organic listings have more credibility with search engine users. In one UK study, published by Econsultancy. Only 6% of clicks were the result of paid listings. In another study. It was 10%. The important thing to remember is that click through rate varies by purchase intent. Organic rankings will get more click through rates for “top of funnel” keyword search queries.

Together is better!

For many businesses, the best approach is a mix of both organic and paid search results. The advantage of this approach is that organic rankings give a business credibility and evergreen search results. Paid search (PPC) provides immediate top-of-the-page listings and greater click through rates, i.e., sales, when consumers are ready to purchase.

Search Engine Marketing – Tutorial Adwords

Search Engine Marketing (SEM) is a term used to describe the various means of marketing a website via search engines. And entails both organic search engine optimization and paid search strategies. Organic search is based on unpaid, natural rankings determined by search engine algorithms. And can be optimized with various SEO practices.

In contrast, paid search allows you to pay a fee to have your website displayed on the search engine results page (SERP) when someone types in specific keywords or phrases to the search engine. The SERP will display the ads that you create to direct viewers to your site. And the fee you pay is usually based on either clicks on or views of these ads. In other words, you can pay to rank on sponsored search listings.

Facts about Organic and Paid listing:-

Organic and paid listings both appear on the search engine. But they are displayed in different locations on the page. Most searchers click on the organic results – in fact, over 70% of people click on the organic search results. While only 30% are likely to click on the paid links.

So does that mean you shouldn’t bother with paid search? No, it doesn’t! Paid search is a great option if you are not ranking well in the search engines with organic search alone. It is an extremely powerful tool and a valuable asset for enhancing your company’s online presence. So let’s dive in and find out how paid search can help your business.

How to Use Paid Search

Now that you have a fundamental understanding of what paid search is. Let’s talk about how you should use it. Note the emphasis on how you should use it, not how can you use it. The reason for this important distinction is that all too often. Companies — small businesses especially — think that if they just pay to be on a search engine. They don’t have to invest time and resources in search engine optimization to rank higher organically.

It’s important to make clear that paid search is not a replacement for anything. But should instead be used to complement other inbound marketing strategies. Paid online advertising takes a lot of time and effort. A lot of resources. And a lot of management. And it’s something you really need to invest in.

Landing Page Testing

One great way to use paid search is for testing and optimizing your landing pages. So, for instance. Here’s the search engine results page for ‘cat food for older cats’. And you see some paid results for this

specific search query:
Tutorial Adwords-paid ads sample 2 by Santai Niaga
tutorial adwords – paid ads sample by Santai Niaga

You can take that one ad and actually set it to go to two different destination URLs. And therefore, to two different landing pages. So for a cat food ad. You could have one ad going to a page with one offer (a guide on feeding techniques for your older cat). And the other to a page for another offer (an actual product page for cat food). You could also have the ad go to two different landing pages that are for the same offer.

A/B Testing:-

For example. If you wanted to test a feature of your forms. You could have two versions of the same landing page. Each with a different form layout. And send the ad to each of those. This is called  A/B testing. A very important and highly recommended practice for optimizing your landing pages.

Paid search is a great way to do landing page A/B testing because it allows you to direct traffic to your choice of pages. Split this traffic to different pages. And ultimately find the pages that convert at the highest rate.

Landing Page logo by santai niaga
landing page – – Tutorial Adwords

Finding New Keywords – Tutorial Adwords

In addition to landing page testing, you can also use paid search to find new keywords for your campaign. Google AdWords generates a Search Terms report that displays all of the keywords for which your ad has been displayed. In other words. If you are bidding on the keyword “red shoes”. Google may serve your ad when someone searches “red tennis shoes.” Even though you did not bid on the exact word. The keyword “red tennis shoes” will be included in this report because that’s what the user searched. The report also contains information about the performance of each of the keywords. So you can determine if it’s worth adding that keyword to your campaign.

Valuable Information to take note:– Tutorial Adwords by santai niaga for Dummies!!!

The keywords that don’t say ‘Added’ next to them are not currently included in the account. Again, this is a list of the keywords that people are actually typing into the Google search. So it is extremely valuable information. Take, for instance, the keyword ‘Tutorial Adwords for DUMMIES!!!” from the list above. That is an excellent keyword for my campaign and I’m not buying it yet. Not only that, but I wouldn’t have known about that keyword unless I had generated this report!. And to top it all off, I’m able to see that when somebody searches for this keyword and clicks through to my ad. They convert on one of my offers at a rate of 21%.

Google AdWords’ Keyword Planner:- Tutorial Adwords

Now, this high conversion rate tells me not only that I should be buying this keyword. But also that maybe I should consider using this keyword for search engine optimization as well. Maybe I should make a landing page geared toward this keyword. Or an offer built around this keyword. You should use the information in these Search Terms reports. And also in Google AdWords’ Keyword Planner. To discover new keywords that will help you further optimize all of your SEM campaigns. For more information on keyword research. Check out this blog post:  How to Do Keyword Research for SEO: A Beginner’s Guide.

Getting in the Game

Another great way to use paid search is to. As we say, “get in the game”. And rank higher than your competitors. Which holds the number one ranking in the organic search results for the selected phrase.

Paid Search Can’t Stand Alone

When you think about how you should use paid search. One of the best ways to think about it is to use it as a complement to your inbound marketing efforts. You can use paid search to maximize your coverage on the search engine’s result page (SERP).

How Paid Search Works – Tutorial AdWords

Keywords, Ads, & Landing Pages

There are three main elements of a paid search campaign: keywords, ads, and landing pages. You start out by giving Google a list of keywords. Which tells Google to display your ads on the results page when people search for those keywords. You then design your ads to be shown for these keywords. And your goal is to make them both relevant enough to the search query and attractive enough to get the searchers to click on them. Then, when viewers click on your ads. The ads direct them to your landing pages. The goal of your landing pages is to get the visitor to convert in some way. – By buying your product, downloading an offer, etc. So paid search really comes down to managing, matching, and optimizing these three things.

Pay-Per-Click (PPC) Bidding

If you’ve heard of paid search, you’re probably also familiar with the term PPC, which stands for pay-per-click. This means that you don’t pay for your ad to be displayed. And you don’t pay when viewers roll over the ad with their mouse. – You pay when somebody actually clicks on your ad. This is much better than paying per impression (called CPM) because your ad might be displayed 100,000 times. And only one person clicks on it. CPM bidding doesn’t make sense because you’d be running up your costs for essentially nothing. Instead, you pay for each actual click, and then the responsibility is on you to make use of that opportunity to convert the visitor.


There is the option to pay per thousand impressions (CPM) with Google. But the only case where this would be a better choice than PPC would be for a “share of voice” campaign. Which is when you’re just trying to spread awareness of your brand. For the purposes of paid search. However, especially if you’re just starting out, PPC is the better option.

So what determines how much you pay per click? Google uses an auction-style bid to set their prices. For any given keyword, you have the top bidder. – Let’s say they bid RM5 for someone to click on their ad. Then you have the next highest bidder who values a click at RM4.50. Another at RM3.75. Another at RM3.00. And so on, all the way down to the last person who says that they value a click on their ad for that keyword at. Let’s say, RM2.25.

tutorial adwords quality score by santai niagaTutorial Adwords – Quality Score by santai niaga

Quality Score

While your bid does play a large role in determining whether or not your ad is served for a given keyword. Google also uses something called “quality score” in making these decisions. Quality score is an algorithm that scores each of your ads for relevancy. – It looks at how closely your keyword relates to your ad, And how closely your ad relates to your landing page content. In other words, Google actually scans your landing pages to ensure that you’re not just buying keywords. But also, directing them to totally irrelevant pages.

Google’s motivation for including quality score in the evaluation of each keyword, is to provide an optimal user experience for their searchers. It used to be that ad placement was determined solely by bids. But then someone could easily bid on “toothbrushes” when they were really selling lawn mowers. Google introduced quality score to make sure that the ads they were displaying were always relevant to the search terms. And to keep their advertisers in check.

So how does it work?

Quality score is on a scale of 1 to 10. With 1 being the lowest rating and 10 being the highest. What this means is that if your competitor bids on a keyword at RM5 and has a quality score of 4. And you bid on that same keyword at only RM3. But you have a quality score of 7, Google may give you the top position for the price you bid because your ad is more relevant. It makes more sense to serve your ad because its higher relevancy makes it more likely that viewers will click on it.


Low Quality                                  High Quality

0   1   2   3   4   5   6   7   8   9   10

Importants of Quality Score

Quality score can also help you determine what keywords are cost-efficient for you to use. Let’s say, for example. You have a site about fitness tips and you bid on the keyword “nutrition”. If you find that you have a low quality score. It may indicate that the content on your site is not relevant enough to compete in that space. And it’s not a cost-efficient channel for you. You can use this information to optimize your choice of keywords.

If you want to set yourself up for a successful PPC campaign. Show Google how tight you can make the relationships between the keywords you’re bidding on. The ad copy that you’re displaying. And the landing pages you’re directing to. (We’ll discuss strategy for optimizing each of these in the next section.) If you can do this, Google will see that you really know what you’re doing. And they’ll be far more likely to put your ad in that top position for the least amount of money possible.

Keyword Match Types

When it comes to when your ad is displayed, you don’t just want to pick a certain group of keywords and have the ad shown only when those keywords are entered into the search engine. Since there are an infinite number of ways that people can actually search for one term, Google has three keyword match types that you can use to give them more specific instructions for when to display your ads. These are: exact match, phrase match, and broad match.

Exact Match Keywords?

Let’s say, for instance, someone searches for the term “red men’s tennis shoes with Velcro.” A keyword set to exact match will only display your ad if the search term includes that exact keyword, with the words in that exact order. So, for example, if I have the keyword “red men’s tennis shoes” on exact match, and someone searches for “red men’s tennis shoes with Velcro,” my ad will not be displayed, since there were other words included, making it not an exact match. My ad would only be displayed if the search query was exactly “red men’s tennis shoes.” Exact match keywords are surrounded in brackets, such as:

[red men’s tennis shoes with velcro]

A keyword set to phrase match will display your ad if the search term contains the same order of the words, but it can also contain additional words. So if I have the keyword “red men’s tennis shoes” on phrase match and someone searches for “red men’s tennis shoes with Velcro,” my ad will appear. However, if they search for “men’s red tennis shoes with Velcro,” it will not appear. Phrase match keywords are surrounded in quotation marks, such as:

men’s tennis shoes

Lastly, a keyword set to broad match will display your ad when the search term contains any or some combination of the words in your keyword, in any order. Your ad could also show for other variations of the words, such as singular/plural forms, synonyms, etc. If I have the keyword “red men’s tennis shoes” on broad match, my ad could appear for the search terms “red men’s tennis shoes with Velcro,” “men’s red tennis shoes with Velcro,” “tennis shoe laces,” “women’s red shoes,” and so on. Broad match keywords are not surrounded by anything, and would just be left as:

men’s velcro shoes

Additionally, Google allows you to set keywords to a negative match type to help refine your keyword strategy. This allows you to avoid having your ad displayed when a given search term is entered. For example, if I set the keyword “used” to negative match, my ad won’t show for any searches that contain that word, such as “used tennis shoes.” Negative match keywords are preceded by a minus sign, such as: -used.

Your Google AdWords Strategy – Tutorial Adwords

Keyword Strategy

So you have these keyword match types that you know can somehow help you optimize your campaign strategy

– but how do you know which ones to use and when? There are multiple strategies for setting match types, and there is no one correct solution. We’ll discuss some general practices, but keep in mind that you’ll have to check out your own performance metrics to determine what’s working for your campaign and what isn’t.

The value of setting keywords to exact match,

is that you can target a very specific search audience. However, if you’re only bidding on exact match keywords, you’ve very narrowly defined your target, which sharply limits your reach, so chances are you’re not going to get a lot of traffic. This is because there’s no way to know exactly what terms people are going to search for, and if you try to guess at a list of exact keywords, even if it’s a long list, you’ll likely be missing out on tons of potential leads and customers that are using different search terms.

To avoid this issue,

a popular strategy is to start with all keywords set to broad match, which opens up the floodgates to traffic. Now, a high volume of traffic may be a good thing, but you have to make sure that it is qualified traffic. In other words, say, for example, someone searches for “Velcro” and your ad for “red men’s tennis shoes with Velcro” appears. The viewer may click on your ad, but because the search term that sent him to it

General and vague,

the likelihood that he will convert to a lead on your offer is significantly lower. This is because the likelihood that he was actually looking for red men’s tennis shoes with Velcro is much lower than it would be for someone who searched for that term, or something closer to that term.

Yet, many people are easily misled by the quantity of the traffic they drive with broad match keywords, and they don’t look at the reporting to evaluate quality. Oftentimes, they’re ranking on totally irrelevant keywords and driving unqualified traffic from them, which just wastes their money.

Extremely Important

This is why it’s extremely important, if you set your keywords to broad match, to closely monitor what search queries are coming through. Don’t forget, you can use negative match to add negative keywords when necessary.

A good keyword strategy is to use broad match and phrase match to drive traffic, then use the Search Terms report to find the keywords that convert well and make sense for your business, and set those to exact match, because they’ve been proven to work.

The best thing to do,

To figure out your match type strategy is to just keep testing. Use your performance metrics to optimize your keywords, which could include adding and deleting keywords or changing their match types. It’s an ongoing process. Keyword performance will change over time, and your campaign strategy should change with it.

Account Structure

The structure of your actual account in Google AdWords is critical to the efficiency and success of your paid search campaign. So you have your keywords, you have the list of keywords that you’re buying, and then you have the ad that you want to show when somebody types in one of those keywords. Now, I want to group together the keywords for which I want my ad to be displayed, so that I can create highly relevant ad copy for these keywords and increase the likelihood that the searchers are going to click through.

Ad Group:-

I can do this by creating a grouping of related keywords in what is called an “ad group.” So let’s say I have the keywords “tennis shoes,” “best tennis shoes,” and “shoes for tennis.” I can create a “Tennis Shoes” ad group, put those keywords in the ad group, and create an ad that is closely targeted to those keywords. Then if my company also sells other kinds of shoes, I can set up more ad groups, maybe for “Walking Shoes” or “Running Shoes.”

Graph 1: Tutprial Adwords
Ad GroupKeywordsAd Copy
Tennis Shoestennis shoesTennis Shoes
best tennis shoes
Shop The Largest Selection Of
shoes for tennisTennis Shoes. Free Shipping!
red tennis
Walking Shoeswalking shoesWalking Shoes
black walking shoesShop The Largest Selection Of
mens walking shoesWalking Shoes. Free Shipping!
walking shoes for

Let’s say my company also sells shirts, though. Google lets you structure your account on one more level as well, and that is by “campaign.” So I can take all of my ad groups for shoes and put them in a “Shoes” campaign, then create another campaign for “Shirts,” with its own ad groups, keywords, and ads.

It’s important that you structure your account in such a way that your keywords and your ad copy are tightly woven together. Then you can use your ad groups and your campaigns to keep them nicely bucketed together and better organized.

Graph 2: Tutorial Adwords
CampaignAd GroupKeywordsAd Copy
Tennistennis shoesTennis Shoes
Shoesbest tennis shoes
ShoesShop The Largest Selection Of
RM500/Dayshoes for tennisTennis Shoes. Free Shipping!
red tennis
ShoesWalkingwalking shoesWalking Shoes
Shoesblack walking shoesShop The Largest Selection Of
mens walking shoesWalking Shoes. Free Shipping!
walking shoes for
ShirtsPolored polo shirtPolo Shirt
golf polo shirt
ShirtsShop For Acme Polo Shirts.
RM200/Daypolo shirt for golf25% Off Sale & Free Shipping!
button down polo


Setting Your Budget

When you pay Google for your PPC campaign, you don’t whip out your credit card every time someone clicks on your ad. Instead, you set a daily budget on the campaign level. So for each campaign, you can dictate how much money Google can spend on those ad placements per day. I can say, I want to spend RM300/day on my shoe campaign and RM200/day on my shirt campaign, and Google won’t exceed those amounts.

What if all that money is spent in only an hour or two? After all, if you have highly relevant or very popular keywords, you do run the risk of blowing through your budget quickly. Well, Google also offers a feature that allows you to request that your budget be spread out throughout the entire day. This works well for brands that want to establish a presence throughout the day.

The daily budget cap,

is certainly a reassuring feature, especially for those who are just starting out with paid search. You can set a low budget when you get started, slowly begin measuring success and lead quality, and try your hand at optimizing your campaign before you really invest a lot of money in it.

Optimizing Ad Copy

Now, just because you set a daily budget of, say, RM500, doesn’t mean that the entire budget will be spent every day. Google will try to spend your full daily budget, but the ability to do so ultimately depends on your keywords, but also on the effectiveness of your ad copy. If you can’t get anyone to click on your ads in the first place, you’re not going to be paying anything. This is why your ad copy is critical to an effective PPC campaign.

When it comes to creating your ad, there is essentially a formula for it, since Google limits the number of characters you can use. The four numbers you need to remember are: 25, 35, 35, 35.

tutorial adwords sample 4
tutorial adwords sample 4
25, 35, 35, 35, four essential formula to create an Ads:-

You have 25 characters for the title or headline, which is displayed in blue text as the first line of the ad. Then you have 255 characters (35 shown) for the display URL (also called the “vanity URL”), which is not the actual URL

to which your ad directs viewers, but is simply for display purposes. For example, if my ad is about polo shirts, I could set the display URL to be, even if this isn’t the site to which I’m redirecting. The URL to which you actually direct clicks to your ad is called the “destination URL.” These will often be longer and may contain tracking codes, which makes them messier – so of course, you wouldn’t want these displayed in your ads anyway.

Then you have two description lines of 35 characters each. You’ll notice in the sample ad above that there are actually a few incentives there. The first line informs viewers that they can shop for polo shirts, a more general piece of information, whereas the second line is a call to action for a special offer — 25% off and free shipping.

Graph 3: Tutorial Adwords
HeadlinePolo Shirt
Description line 1Shop For Acme Polo Shirts.
Description line 225% Off Sale & Free Shipping!

This is the typical format of a paid search ad, but Google has been doing a lot of testing, so if your ad is displayed at the top of the search results, it may look more like the one below. Here, Google consolidates the title, URL, and the first description line into a banner format.

Whichever ad structure you’re working with, make sure you maximize use of the limited number of characters you’re given, and make your ad as effective as possible.

Measuring Your Success – Tutorial Adwords

Defining the Four Basic Metrics

Now you have your ads, your keywords, and your account structure, and you want to optimize all of these. Well, the only way to optimize your campaign is by using the metrics and reporting that Google provides. Let’s take a look at the main metrics you should be paying attention to, and why each is so important.

There are four basic metrics that are important for paid search: impressions, clicks, conversions, and spend.
An impression

is a single instance of your ad being displayed when someone types in the search keyword for it. So you can consider the number of impressions to be roughly the number of people who look at your ad, or at least the number of viewers to whom the ad is served.

A click

is an instance of a viewer actually clicking on your ad once it has been displayed. This is distinct from the number of impressions because it requires that the viewer actually clicks on your ad, not just that your ad is displayed.

A conversion

is an instance of a viewer that saw your ad, clicked on it, and took the action you intended for them to take once they got to your landing page. This action could be downloading an offer, purchasing your product, etc. When you set up your account, you put some tracking code on your website that lets Google know when someone has completed an offer or bought something, so they can keep track of conversions.


is simply the amount of money that you have spent on your campaign so far.

Combining the Four Basic Metrics

These 4 basic metrics are important to track, but the analytics that will be the most critical for optimizing your campaign are actually derived from combinations of these simpler ones. These include: click through rate, conversion rate, cost per click, and cost per acquisition.

Click Through Rate (commonly abbreviated as CTR) is the percentage of impressions that turn into clicks. The more this percentage goes up, the more efficient your campaign is.

CTR = Clicks/Impressions

Conversion Rate is the percentage of clicks that turn into conversions. This is also a metric that denotes increasing efficiency as it goes up.

Conversion Rate = Conversions/Clicks

Cost Per Click (or CPC) is the amount of money you’re spending on each click. You can find the average CPC by dividing the total spend by the total number of clicks. This is a cost metric, so improving efficiency means decreasing this number as much as possible.

CPC = Spend/Clicks

Cost Per Acquisition (or CPA) is the amount of money you’re spending on each conversion. You can find the average CPA by dividing the total spend by the total number of conversions. Again, this is a cost metric, so you want to keep lowering this number.

CPA = Spend/Conversions

Just remember – the higher your percentage metrics and the lower your cost metrics, the more efficient your campaign will be. It’s a good practice to set goals for your campaign performance in terms of these metrics. As you continue optimizing your keywords, ads, and account structure, monitor these metrics closely and use them to measure the performance of your campaign as you work toward reaching your goals.

Final Thought – Tutorial Adwords


After reading this post, you should have a solid understanding of how paid search works, and a strong foundation to create and manage a paid search campaign for your business. Here are a few important takeaways to remember:

  • Paid search is based on a pay-per-click (PPC) model.
  • Account structure is critical. Organize your campaigns, ad groups, keywords, and ad copy appropriately.
  • Aim for high quality scores to increase performance and reduce costs.
  • It’s easy to waste money, so be careful how you choose to spend it.
  • Use paid search to compliment your inbound marketing. Focus on mastering inbound marketing first

– blogging, driving leads, understanding search engine optimization, etc. Find out what keywords are directing traffic to your site from organic search results, and use these to inform your choice of keywords for paid search.

  • Always be optimizing! There’s never a shortage of ways to improve your paid search campaign. Keep making improvements so you can drive your performance up and your costs down and ultimately run a successful PPC campaign.

7 tips Google AdWords – Tutorial Adwords

Tutorial Adwords - 7 tips google adwords by santai niaga
7 tips google adwords by santai niaga

1: Don’t launch campaigns over the weekend

You can’t properly optimize if you lack sufficient data. It’s not only that you want to have lots of clicks to analyze, but you also need to have the right kinds of clicks in your campaigns.

For many businesses, most of your traffic will occur Monday through Friday, so you should launch new campaigns to get clicks on those days. That means you’d ideally want to start a campaign earlier in the week so you have time throughout the week to collect data. People behave differently when searching the Web on weekends, and you don’t want these differences clouding your initial data.

2: Spread the impressions around

In addition to collecting enough data, you also need to make sure your data is properly distributed among your ads. The temptation is to use the AdWords default option to “optimize for clicks,” but doing this might cause more traffic to go to certain ads over others. In the first stages of optimizing, it’s more important to spread out clicks so you give all ad variations a fair shot. Set ads in new campaigns to “rotate indefinitely.”

3:  Block bad Display Network placements

The Display Network is a great source of cheap, high-volume traffic. But if you’re not careful, you’ll end up paying for a ton of clicks that don’t convert into leads and sales.

If your Display Network CTR is suffering, try running a Placement report in Google AdWords. This report will show which Display Network websites are showing your ads, as well as metrics such as impressions and conversions from each of those sites. Identify which websites don’t send converting traffic and block them in your campaigns. Oftentimes, you’ll find these websites have little to do with the goods and services you’re marketing.

4: Always split test new ads

A good online advertising strategy is always evolving. Riding the performance of a single high-performing ad is only a recipe for temporary success. Split testing at least two ads per ad group is essential for maintaining success and staying ahead of the curve.

Early on in your campaign, don’t waste time split testing ads that are just slight variations of each other. Instead, write ads that employ different sales tactics. Try one ad that touts a benefit of what you’re selling, then another that mentions your limited-time sale. You can also write ads that appeal to emotions using simple, powerful words such as “imagine” and “discover.”

Don’t instantly give up on ads that you’re split testing. Go through your standard steps of optimization. That said, don’t hesitate to shut down a struggling ad and replace it with something completely new.

5: Check for landing page congruence

Do your ads make sense with your landing pages? If your ad makes a promise that isn’t reflected by your landing page, then your conversion rate will certainly suffer. That’s bad for ROI. Landing page congruence issues can become problematic if you’ve split testing numerous ads and drifted from your original concepts.

Landing page congruence is also important for design reasons, especially with campaigns for your mobile ads. Your landing page content could be perfect on desktops, but that doesn’t matter if your targeting mobile devices and your mobile landing page isn’t properly configured or designed.

6: Create separate campaigns for your top keywords

Finding keywords that win big won’t take long. These keywords are great for ROI, but bad for optimization as they’ll dominate your clicks and your budget.

The solution? Run your proven keywords in their own separate campaigns. As you find more winners, move them over. You can pump up the budget for your winning keywords while spending less money on the rest (including new keywords you’re testing).

7: Check your Impression Share

Getting your ads seen can be difficult if you’re marketing within a highly competitive niche. If you feel like your impressions are lower than they should be, then you can check your Impressions Share to learn how completely you’re reaching your potential audience. Add this data to your AdWords account interface by clicking the Columns tab, then the “Customize columns” and “Competitive metrics” options.

To remedy a low impression share, either increase your bid or improve the quality of your campaign. Remember that low CTRs and landing page problems – usually either congruence or page load issues – can sink your campaigns’ quality scores, resulting in more expensive costs and less-favorable ad placements.


Don’t be too hasty when optimizing your campaigns. Take the time to dig into under-performing campaigns and find out exactly what’s not working. In most cases, if you can isolate the problem, then you can also create a solution. However, don’t be afraid to turn off under-performing ads and keywords. Run with what works while never stop looking for your next big winners.

Tutorial Adwords – 7 tips by santai niaga


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