Definitions
True/False Budget is calculated as spending per month
False Budget is how much you want to spend PER DAY. (or multiple by 30.4 to get monthly budget)
True or False The ranking of an organic search result has no bearing on the ranking of any sponsored ad (and vice versa).
True
Organize your Account
solid framework, easy to determine which ads, campaigns, and keywords are working & which aren't
Pageviews
the total number of pages viewed, repeated views of a single page by a user are counted
How does Bid and Quality Score differ when ads/campaigns are setup: Keyword Targeted CPC on Google Search VS Placement Targeted CPM on Display
KEYWORD TARGETED ON GOOGLE SEARCH: --Bid = (CPC) maximum cost-per-click bid = the maximum pay for a click --Qualtiy Score = relevance of keywords, quality of landing page, ad's clickthrough rate (CTR), adjusted for position on the page, other factors PLACEMENT TARGETED CPM ON DISPLAY NETWORK" --Bid = Cost-per-thousand impressions (CPM) --Quality Score = is simply based on the quality of your landing page.
KEEP IN MIND - Ad Extentions
Keep in mind Don't see the extension you're looking for? Some extensions are available only for certain campaign types that have "All features" enabled. You can switch your campaign to "All features" at any time. Keep in mind that doing so may hide or deactivate some features that affect ad serving Certain types of extensions, such as social annotations and automatic offer extensions, are created automatically and don't require the steps below to manage them.
Keep in mind Some image ad sizes are available only in some regions
Keep in mind Some image ad sizes are available only in some regions
KEEP IN MIND - The following ad extensions are available globally:
Keep in mind The following ad extensions are available globally: * Sitelinks * Call extensions that don't use a Google forwarding number * Social annotations
How can you keep ads from being reviewed AdWords Editor
Keeping your ads from being reviewed •Adwords Editor -To create ads and not have them reviewed, you can create your ads offline using o Upload them to your account when you're ready to have them reviewed. • We don't recommend deleting your ads to avoid review, since it's not possible to resume an ad once you've deleted it. o if you delete and re-create your ad, your new ad's statistics will begin at zero.
How do KEYWORDS trigger your ad to appear? On Search: On Google Network
Keyword - words or pharse you choose to trigger ad Show on search and other sites •Google Search - When user search for keyword or similar term ad might appear next to Google search results. •Google Network - ad can also appear on other websites in the Google Network that are related to "Keywords" fresh flower delivery.
Tip: Keyword Matching Options: • what does it help control? * Default matching option? * to not be broard option what do you need to add to keywords
Keyword Matching Options: • help control which search terms will trigger ad to appear • When you enter keywords, by default its broad match by default. o ad is eligible to appear when someone searches variation of keywords. • other keyword matching options, need to add special punctuation to Keywords. o Example Exact Match = use brackets - [Tennis Shoes]
Things to consider in "Rotate evenly" and "Rotate indefinitely" Ad Rotation options are:
"Rotate evenly" and "Rotate indefinitely" options: o the percentages of ads served in the ad group will be more even than the other ad rotation options. o However, they may not be exactly even because AdWords considers an ad's Quality Score when ranking on a search result page an ad with a high quality score may appear on the first page of search results where it accrues an impression every time it's served vs an ad with a low Quality Score that appears on subsequent pages that only accrue impressions if the user clicks through to that page.
It is not possible to use automatic bidding with what type of campaign types?
"Search Network only - Product listing ads" "Display Network only - Mobile apps"
DELIVERY METHOD - explain how does "Standard Delivery Method work?
"Standard delivery" is like a slow-burning candle. o The delivery of your ads is spread more evenly throughout the day.
Batch Edit - Ad Groups TaB
"batch edit" in the table on the Ad groups tab, •click the checkbox next to one or more adgroups to enable the Edit button •(or click the header row's checkbox to "Select all"). oThis enables you to edit for the selected ad groups. the status, name, and pricing
Phrase match
"keyword" more targeted than broad match, but more flexible than exact match
Return on Investment (ROI)
(revenue-costs)/costs
What is Maximum Cost Per Click Bid?
* $ highest amount willing to pay for an ad click * Charged only the amount necessary to keep your ad its position on the page
TYPES OF CONVERSIONS There are two ways to count conversions with Conversion Tracking:
* 1-per-click * many-per-click. You can select the metric that's most useful for you when you set up Conversion Tracking.
Explain AD DISAPPROVAL when ad violate policy
* AD DISAPPROVAL: Ads that don't follow this policy may get disapproved. A disapproved ad won't be able to run until the policy violation is fixed and the ad is approved. Domain disabling: We may suspend websites that violate this policy, meaning that the website can no longer be advertised with AdWords until the problem is fixed.
What happens if I violate this policy? Ad text must be relevant, clear, accurate and descriptive of the products or services offered.
* AD DISAPROVAL *DOMAIN DISABILING *ACCOUNT SUSPENSION
How Quality Score affects you Quality Score is used in several different ways and can affect the following things in your account:
* Ad auction eligibility: Higher Quality Scores make it easier and cheaper for a keyword to enter the ad auction. * Your keyword's actual cost-per-click (CPC): Higher Quality Scores lead to lower CPCs. That means you pay less per click when your keyword has a higher Quality Score. * Your keyword's first page bid estimate: Higher Quality Scores lead to lower first page bid estimates. That means that it's easier for your ad to show on the first page of search results when your keyword has a higher Quality Score. * Your keyword's top of page bid estimate: Higher Quality Scores lead to lower top of page bid estimates. That means that it's easier for your ad to show towards the top of the page when your keyword has a higher Quality Score. * Ad position: Higher Quality Scores lead to higher ad positions. That means that your ad can show up higher on the page when your keyword has a higher Quality Score
Google+ - How social annotations work
* AdWords ads that appear on Google and some search partners are eligible * When our system detects an active and verified Google+ pagw * These annotations will be shown when our system predicts that they will improve campaign performance.
What's the Policy for CLARITY?
* Ads can't simulate email inbox notifications. * Ads can't have any missing lines of text, excessive spacing or extremely bad grammar. * Ads using keyword insertion must be grammatically and logically correct and result in meaningful ad text for the user. * Ads can't use call-to-action phrases such as "click here" or "click +1" that could apply to any ad, regardless of content. This includes phrases in the third line of your ad that lead into your Display URL, such as "See this site"
How does Automatic Bidding Work?
* Bids automatically updated, based on the daily budget set * System will actively seek out the most clicks possible on budget
How to show breadcrumbs with your ads?
* Can edit your website's code and add breadcrumb annotations to show your ad with breadcrumbs. * Remember, you're in control of the code that's used on your website to create breadcrumbs. * Since google uses the breadcrumb annotations from the landing page of your ad to create the breadcrumb links, you're also in control of which breadcrumbs are shown with your ad or whether breadcrumbs are shown at all.
NOTE: Even if you don't deliberately change your daily campaign budget, the following actions are considered budget changes (for computing the maximum amount you'll be charged within a calendar month):
* Changing your campaign end date. * Changing your delivery mode (standard delivery or accelerated delivery). * Choosing a different time zone for your AdWords account.
How much can you be charged when using Max CPC Bid?
* Charged only the amount necessary to keep your ad its position on the page
MEASURING TRAFFIC TO YOUR WEBSITE What can you measure to help you track and improve a campaign that's focused on traffic
* Clicks and Click-through-rate *Keywords *Search Terms *
Is there Ad Extensions that are free? or don't incur cost?
* Clicks on some extensions (social and seller rating extensions) aren't charged at all and Adwords has processes in place to filter out any duplicate or invalid clicks that we detect.
IMPROVE LANDING PAGE to improve your landing page quality and get better performance out of your landing pages down the road. "EASE NAVIGATION"
* Don't make people hunt around for the information that they might need. * Make it quick and easy for people to order the product mentioned in your ad. * Make sure that people can easily find information to learn more about the advertised product.
Determining Bidding Options based on Your Goal: GOAL = BIDDING OPTION IS * Customers to your website = * Ensure that customers see your message = ___ * Maximize conversions on your site
* Drive customers to your website with cost-per-click bidding (manual or automatic). * Ensure that customers see your message with cost-per-impression bidding. * Maximize conversions on your site with cost-per-acquisition bidding.
In the Tools and Analysis tab you
* Find account tools that'll help you manage and improve your account. * Use advanced reporting tools to locate potential issues and fix them before they become issues. *Change History *Conversion *Keyword Planner *Display Planner *Ad and Preview Diagnosis
b) If you want to increase brand awareness -- not drive traffic to your site -
* Focusing on impressions may be your strategy. * Use cost per thousand impression (CPM) bidding to put your message in front of customers.
Adwords Editor - Explain: When you might used the Adwords Editor?
* If you have a large number of campaigns or keywords, AdWords Editor can streamline your account changes and save you time. Whether you're editing one keyword or adding hundreds of text ads, Editor enables you to make changes to your account quickly and conveniently.
Deleteing shared extensions:
* If you have at least one campaign remaining with the extension, deleting the extensions from other campaigns will simply mean that those campaigns will not be sharing extensions. *If you have only one campaign with the extension and delete the extension, this change is permanent and your extension settings will not be saved.
CONVERSION INFORMATION YOU CAN MEASURE KEYWORD CONVERSION DATA - what does it show you and how can you use it?
Keyword conversion data: Conversion Tracking shows you what happens after a customer clicks on your ad - whether he purchased your product or signed up for your newsletter. By knowing this, you'll also know which keywords are best at encouraging customers to take those actions. • Then you can improve your keyword list based on your findings, and make smarter investments in your best keywords.
What can I do if my ad gets disapproved?
* If your ad gets disapproved for violating this policy, try reviewing the following tips to help resolve your issue: * Double check your ads and keywords and make sure that they directly relate to what a user will see when they click your ad. * Make sure that the products or services that you promote in your ad are displayed on your landing page. * Review your ad text and fix any ads that have missing lines of text, excessive spacing or extremely bad grammar. Instead of including a phone number in your ad text or sitelinks, consider using call extensions. * Check to ensure that your ads don't simulate email inbox notifications or fake "friend/crush" requests or notifications.
MEASURE BRAND AWARENESS What are some important metrics that you can use to measure the sucess of a branding campaign ?
* Imepressions *Customer Engagement * Reach and Frequency
Ad gallery * type of ad formats ? *Ads can be priced? * Can ad formats be mixed in campaign?
* In addition to standard display formats, you can create multiple video formats, some of which don't have to be hosted on YouTube. * You'll use pre-designed templates unique to AdWords. * Ads can be priced at CPC, CPM, or CPV*. * Ads can be mixed with other ad formats in one AdWords campaign, except TrueView video ad formats.
For Google to determine a google landing page experience Questions keep in mind when designing your landing page to be - "EASE OF NAVIGATION" are:
* Is it easy for people to find what they're looking for? * Does your site have too many links that might confuse people? * Can people easily find information to learn more or answer questions?
For Google to determine a google landing page experience Questions keep in mind when designing your landing page to be - "RELEVANT AND ORIGINAL CONTENT" are:
* Is the purpose of your site clear? * Is your site actually useful to visitors? * What does your site offer that other sites don't?
To Avoid a depleted daily budget If you have a limited budget, you want to make the most of every cent you spend on your advertising campaign. Instead of discontinuing your campaigns and missing out on clicks, or spending more than you can comfortably afford, consider the following
* Lower your bids for campaigns that are "limited by budget," potentially reducing the average cost per click. * Let AdWords automatically bid for you to get as many clicks as possible with your campaign's current daily budget. * Choose "Standard delivery" for your ads, instead of "Accelerated delivery." * Look at the recommended budget to estimate how a different budget could improve your performance.
MOBILE ADS -To have your image ads run on mobile devices
* Make sure your campaign is opted in to the Display Network. * To run on mobile apps and sites that are designed for mobile devices, your image ad size should be 320 x 50.
If you lower your Max CPC Bidding what may happen to your ads?
* May cause your ads to show up in a lower position on the first page of search * From Top - to Side or bottom position * be removed from the first page search results.
When Bidding is FOCUSED ON IMPRESSIONS CPM * CPM (means) * You Pay when * Campaign is targeting what network
* Pay by the number of times your ad is shown, if your campaign is targeting just the Display Network. * Cost-per-thousand impressions (CPM) bidding, since you pay for every 1,000 times your ad appears.
What's the Policy for PHONE NUMBERS ?
* Phone numbers and vanity phone numbers can't be used anywhere in ad text or in a sitelinks extension, except for company names that are actual phone numbers (such as "0800-EXAMPLE"). * Phone numbers in ads are confusing to users who might be expecting to be led to a call session as opposed to a website. To let customers call you directly from your ad, use call extensions instead.
The Google Display Network allows you to (3)
* REACH NEW CUSTOMERS: Capture someone's attention at different points in the buying cycle. oFor example, if you run an art supply store, you can catch a mom's eye when she's reading reviews about the best brands of washable paints, but before she puts her toddler in the car seat and heads out to buy. •SELECT WHERE ADS APPEAR: you choose more specifically where you want your ads to appear - select types of pages or specific websites for your ads - select audiences to show your ads to. ENGAGE USERS WITH APPEALING AD FORMATS: --Text, image, video, or rich media formats can appear on the Display Network.
What are three types of Relevant Targeting Options does Google Adwords Offer? to help reach customers
* SEARCH TARGETING , = Respond directly to what a user is looking for with highly relevant ads *CONTEXTUAL TARGETING: Reach users across the Google Display Network as they read about specific topics related their products or services * MOBILE ADS: o Location-specific messaging can be used to encourage in-store sales by reaching users with a location-specific offer when they're on the go with a smartphone or tablet.
MEASURE BRAND AWARENESS - Customer Engagement If you're focused on branding, you can use what metric to measure customer engagement? * On Search Network * On Display Network
* Search Network - (CTR) to measure customer engagement for Search Network ads * Display Network - Conversions
IMAGE - How can you view your breadcrumb performance data?
* Select the Ads tab and segment your data by "Click type". Your performance data will be included in the "Breadcrumb" click type.
Name the AdWords TOOLS to help choose a KEYWORD BID * What can these tool do?
* Some tools help you identify keywords that you may want to adjust manually. *Other more advanced tools do the bidding for you, based on an amount that you select. The opportunites tab The Bid Simulator Enhanced CPC Conversion Tracking
Common ROI targets that are unlikely to maximize profit
* Targets decided in advance of a campaign (e.g., "With $50 profit per conversion, $10 is a good target.") * Targets based on traditional rules of thumb (e.g., "Ad spend should be 9% of revenue.") * Targets based on other marketing channels (e.g., "E-mail and Search should have the same CPA.") While the approaches described above may achieve profitability, they don't take into account changes in sales volume at higher or lower targets. Measure profitability achieved, then try testing a few different targets to see if you can find a path to better results!
Adwords Editor - What is the basic process
* The basic process is: download your account, edit your campaigns offline, then upload your changes to AdWords.
How can Google help you Reach customers when flash is not compatible with thier device?
* To help you reach customers using devices that don't support Flash, AdWords can create a non-Flash version of the ad for you. * You should see an option to preview a non-Flash version of your ad when you upload a Flash file. * Don't see this option? Make sure your SWF file uses ActionScript 2.0 and avoid filters or blending if possible.
Statuses that can prevent your ad from running:
* Under review - Ad is still being reviewed and can't show until it's been approved. Not yet serving (video ads) - A video ad is not yet approved to appear on YouTube, but is under review. * (Disapproved - Ad cannot run in its current form because it violates AdWords policy. * Site suspended - Ad cannot run because the web page it promotes violates AdWords policy. * Not serving (video ads) - All formats (headline, description, video, etc.) of the video ad have been disapproved. With issues (video ads) - One or more of a video ad's formats are marked as "Disapproved" or "Approved (limited)".
Keep in mind -A small "x" appears in the corner of image ads on the Google Display Network,
* When people click the "x," they tell Google that they no longer want to see ads from that ad's web domain. * This means that, in the future, Google will try to avoid showing people ads associated with this ad campaign URL
When campaign has set ad rotation to "Rotate Evenly" what happens when the even rotation period ends and Google Begins to optimize for either clicks or conversion --The Campaign Settings "ad rotation" will now say "___________" --If the campaigns bidding is set to CPM not CPC how will this affect the rotation period beyond the 90 days?
* When the even rotation period ends and we optimize for clicks, * the campaign setting will continue to say "Rotate evenly." * Note that for campaign using the CPM bidding option, ads will continue to rotate more evenly beyond the 90 day
Editing shared extensions:
* When you edit a shared extension, the change will apply across all the campaigns that share the extensions. * If you only want to change one extension for one of the shared campaigns, you should create a new and separate extension.
How can you raise your ads position? With and w/o affect $ (2)
* You can raise your maximum CPC bid = ad to show at a higher position * Improve the quality of your ads, keywords, and settings, without increasing costs. * Improve "Quality Score" - higher quality of ad = ad position
What's the Policy for an Ad to demonstrate "RELEVANCE" ? * Ads and Keywords *Products or services
* Your ads and keywords must directly relate to the content on the landing page for your ad. When users see your ad, they should be able to understand what kind of product, service or other content that they'll find on your site. * Products or services that are promoted in your ad must be reflected on your landing page. Also, see the advertiser claims policy.
To us CPA Bidding Cost-Per_Acquistion Google also recommends these characteristics?
* Your campaign has been using AdWords conversion tracking for at least two weeks. The AdWords system relies on historical conversion data, so the longer conversion tracking has been running, the more data the system has and the better job it can do optimising your ROI. If your campaign receives low traffic, we suggest running conversion tracking even longer before trying CPA bidding. * Your campaign is direct-response oriented. For example, the campaign focuses on generating sign-ups or sales on an e-commerce website. * Your campaign has a single well-defined conversion type, such as a completed purchase or sign-up. * Your campaign has a relatively stable conversion rate, with no major changes (such as redefining the conversion event or moving the conversion tracking code) within the last two weeks.
What are some cases in which Manual CPM Bidding is
* Your campaign type is "Display Network only - Remarketing", not Google Search Network. * Your ads are designed to increase awareness, but not necessarily generate clicks or traffic. * You prefer the traditional industry metrics of CPM (cost-per-thousand impressions) campaigns. * You're targeting particular placements, not just keywords. (Combined with placement targeting, bidding for impressions can help ensure that your ads appear to a specific audience that will be interested in your ads.) * You're mainly interested in increasing brand awareness. Image ads and other multimedia formats often serve that purpose best, and these ad formats run on the Display Network. * Your message is in the ad itself, so you don't need people to click through to your site. This may apply to events (such as a television premiere) or political advertising.
To calculate this Quality Score, Google looks at a number of different things related to your account. The Factors you can help improve your Quality Score are:
* Your keyword's past click-through rate (CTR): How often that keyword led to clicks on your ad * Your Display URL's past CTR: How often you received clicks with your Display URL * Your account history: The overall CTR of all the ads and keywords in your account * The quality of your landing page: How relevant, transparent and easy-to-navigate your page is * Your keyword/ad relevance: How relevant your keyword is to your ads * Your keyword/search relevance: How relevant your keyword is to what a customer searches for * Geographic performance: How successful your account has been in the regions that you're targeting * Your ad's performance on a site: How well your ad's been doing on this and similar sites (if you're targeting the Display Network) * Your targeted devices: How well your ads have been performing on different types of devices, such as desktops/laptops, mobile devices and tablets - you get different Quality Scores for different types of devices
If you turn on frequency capping for a campaign, you specify? (2)
* a limit for the number of impressions You allow per day, per week, or per month for an individual user. * Specify if CAP Applies to each ad, ad group, or campaign.
If you want customers to take a direct action on your site, and you're using conversion tracking, then it may be best to focus on? *Strategy is = *Bidding Option is =
* focus on conversions. T *The advanced bidding option, cost- per-acquisition (CPA) bidding, lets you do that.
To create a WAP mobile Ads
* just select the "WAP mobile ad" option when creating a new ad. If you've created an image ad, * your campaign will also need to be opted in to the Display Network.
What happens if an Ad is set up to use an Ad Extensions but is also eligible to "Automatic Offer ad Extensions"
* then we'll show that ad extension instead of automatic offer extensions. For example, if your giant stuffed bears ad is eligible to appear with your sitelink ad extension and it's also eligible to appear with automatic offer extensions, then we'll show your sitelinks with your ad.
Explain Account Supension - when ad violate policy
*Account suspension: An account may get suspended if you have several violations or a serious violation. If this happens, all ads in the suspended account will stop running, and we may no longer accept advertising from you. Any related accounts may also get permanently suspended and your new accounts may get automatically suspended at setup. Learn more about suspended accounts.
Trick to click (animated ads)
*Ads cannot be for the sole purpose of playing a contest or game or to win prizes. However, ads can promote sweepstakes and contests on their sites. * Ads can simulate mouse or computer actions like mimicking the movement of a mouse icon within the parameters of the ad, as long as the mousing effects stop after 5 seconds. * Ads can have mock animated features or icons as long as the functionality works or the purpose of these features can be achieved on the landing page.
NOTE - ALL TRUEVIEW FORMATS
*All TrueView formats are CPV, and this reporting is only available in the AdWords for video > All video campaigns view in your account.
POLICY DETAILS COLUMN in your Ads tab. This column gives you policy information about certain approval statuses: such as
*Approved Limited *Dissapporved *Site suspended
What is the key to success and normally a prerequisite to growth when managing an Adwords Account? /Campaing
Knowing how to accurately assess whether a campaign is making or losing money
Tools to find new keywords and to identify which keywords to optimise
*Keyword Tool *Keyword Diagnosis *Search Terms" Report *Traffic Estimators
Advanced Campaign Types Include: (3)
*MOBLE APPS campaigns-: show ads on the Google and AdMob network in mobile applications on Android and iOS devices. PRODUCT LISITING ADS campaigns: include specific product information from your Google Merchant Center account like an image, title, price, promotional message in a box on Google Search that is separate from text ads. REMARKETING CAMPAIGNS: let you show ads to people who have already visited your website when they browse other sites on the Google Display Network.
Two basic bidding "Strategy" for CPC Cost-Per-Click options
*Manual Bidding * Automatic Bidding
Google+ - How social annotations work with AdWords features *Pricing *Network *reporting *Compalibility with other ad tools
*PRICING: You'll be charged for standard clicks on your text ads when users click the ad to visit your site. You won't be charged when a person clicks a +1 button or a link to your Google+ page. NETWORK: Annotations for ads appear across all AdWords ad formats, on Google and some search partners. Annotations may not always appear with your ads, but in non-upgraded campaigns, they're more likely to appear when you use social extensions and connect your Google+ page to your campaigns. REPORTING: Specific reporting on social annotations isn't available, except some limited reporting for manual social extensions on non-enhanced campaigns. COMPABILITY WITH OTGER AD TOOLS: Social annotations are automatic for all enhanced campaigns. For non-enhanced campaigns, social extensions can be added using AdWords only, not AdWords Editor or the AdWords API.
How does google Determine an Automatic Offer Extension?
*When you create an ad, the AdWords system will scan the ad text to see if there are any terms associated with deals or special promotions. *If your ad includes such terms, then we'll review your ad's text and destination URL to make sure your advertised deal is available on your landing page and complies with our policies. *If your deal is eligible to appear, we'll show the "View this ad's deal" link below your ad text. *Keep in mind that the link will take customers to the same landing page that's used in your ad's destination URL or keyword's destination URL.
Broad match modifier
+keyword
TrueView - Cost Per View Bidding you pay when
, you only pay when a viewer actively selects your video, or chooses to continue watching a video when it first loads as they browse video content
What advanced options are available for the delivery of ads?
- AD ROTATION how often active ads are delivered in relation to one another within an ad group. Can choose to optimize either for clicks or conversions, or to rotate your ads more evenly. - FREQUENCY CAPPING - can set a limit on the number of times your ad appears to a unique visitor (if running in Display network)
When campaigns Ad Rotation is set to "Rotate evenly" How is the rotation period for each ads tracked? When does it start or reset?
- Even though this setting is at the campaign level, the even rotation period is tracked separately for each ad group. It starts (and resets) for an ad group whenever the ads in that ad group change: i. specifically, when a new ad gets added, ii. when an existing ad is changed, iii. or when a paused/deleted ad is enabled.
Where can Ad placement appear?
- Google-owned, - YouTube - Google's partner sites, NYTimes.com or Families.com, - These Websites a are all part of Display Network.
- Publisher sites can focus on streaming videos as
- Publisher sites can focus on streaming videos as * a core part of their site content, * or they can feature videos as additional content * or media rich advertising.
Location Setting is the:
- Target the geographic areas where your ads can appear. (Exp: California)
Ad Extensions offer customers what ?
- ad extensions offer customers even more reasons to click your ad.
Tools to help determine amount for bid
- opportunities tab -bid simulator - enhanced CPC -conversion tracking -1st page bid estimates -traffic estimator
Your Daily Budget defines:
- the amount you're willing to spend each day, on average, o - For each ad campaign in your account. o - The size of your budget is entirely up to you - and you can edit this amount whenever you like.
Ad Extensions Bidding and Targeting Options
-- NETWORK YOU CAN TARGET : * You can choose to show your ads on the Google Search and Display Networks. * Most ad extensions can only appear on Google.com and some Google Search Network sites, such as Google Maps (for location extensions), * so when you set up your campaign you'll need to set a cost-per-click (CPC) bid.
TRUEVIEW IN-SEARCH VIDEO ADS --When should I use it? --How does it work? --Where will the ads appear? -How will I be charged?
--When should I use it? = Previously known as the search ads portion of "YouTube Promoted Videos," this format lets you promote a video next to search results on YouTube. --How does it work? = Your video's keywords will highlight your video to YouTube viewers who may be interested in your content. This format will include a 640x90 Rectangle or 300x70 Small Rectangle depending on the ad's position in search results. --Where will the ads appear? = TrueView in-search videos appear on the YouTube Search results page. --How will I be charged? = You'll only be charged when viewers begin watching your video.
TRUEVIEW IN-DISPLAY VIDEO ADS --When should I use it? --How does it work? --Where will the ads appear? -How will I be charged?
--When should I use it? = Use this format to promote a video next to YouTube videos or other website content across the Google Display Network. -- How does it work? = The appearance of the ad format will vary, depending on which ad sizes and display formats content publishers support. For example, YouTube is a key content publisher within the network and these ads will function and appear in the same way across the entire YouTube site. --Where will the ads appear? = TrueView in-display videos can only appear on YouTube Videos (Watch pages on YouTube) and Watch pages on video publishers of the Google Display Network. --How will I be charged? = You'll only be charged when viewers choose to watch your ad.
TRUEVIEW IN-STREAM VIDEO ADS --When should I use it? --How does it work? --Where will the ads appear? --How will I be charged? --HOw will I be charged?
--When should I use it? = Use this format when you have video content you'd like to promote before short- or longform videos on YouTube and the Google Display Network. --How does it work? = After five seconds, the viewer has an option to skip the ad. --Where will the ads appear? = TrueView in-stream videos can appear on YouTube Videos (Watch pages on YouTube) and on video publisher pages in the Google Display Network (includes YouTube). --How will I be charged? = For videos 30 seconds or longer, you'll be charged when the viewer reaches the 30 second point of the video. For videos shorter than 30 seconds, you'll be charged when the viewer completes the video.
Steps - Creating a large number of ads for a future campaign
-If about Launch a new web page and want to create ads in advance to promote that new page, Follow the steps below: 1. Create a new web page that you want to point to. 2. Use the robots.txt configuration to keep it out of the crawl index. a. This way Google won't display your new web page in our search results before it's officially launched. 3. Don't link to the new web page from the rest of your site. 4. Create your ads and immediately pause them. a. You can also create your ads in a paused campaign or ad group so that it's easier to resume multiple ads at once. •-When you're ready for the campaign to go live: o you can resume your paused ads, campaigns, or ad groups, o remove any robots.txt configuration, o and add links to the new page.
Landing Page Experience - refers to
Landing page experience refers to how good Google think someone's experience will be when they get to your landing page (the web page that they end up on after clicking your ad)
Why Landing Page Matters Landing pages are kind of like cars
Landing pages are kind of like cars - make sure that they're tuned-up properly, and you'll likely get better performance and savings out of them down the road.
To Improve your ad position you can?
-Increase can increase your bid, or try to Improve Quality Score.
Language settings will:
-Put ads on Google products and third-party websites -In the languages that your customers speak.
What are first page bid estimate based on?
-The Quality Score -Current advertiser competition for that keyword.
When it comes to Auction what is the most important thing to remember?
-auction process uses both quality and bids to determine your ad's position
Ad restrictions
-can't simulate inbox notifications -can't have missing lines of text -can't use call to action phrases (click here, see this site, etc)
AdWords conversion tracking
-interested ONLY in conversions -tracks conversions only from AdWords sources
Google Analytics Goals and Transactions
-interested in entire flow of customers (not just conversions) -includes conversions from non-AdWords sources
Negative match
-keyword helps reduce costs by excluding keywords where you might be spending money but not getting a return
How Google determines landing page experience
-relevant and original content -transparency -ease of navigation
Conversion optimizer
-set target or max CPA, and program can change the CPC bid to whatever (possibly more than 30% unlike ECPc model)
Managing your bids may influence
-the amount of traffic your ads receive, -Influences ROI ads generate.
Tip - Dont Set and Forget - Budget
. Check your account regularly to look for campaigns that are limited by budget or have leftover dollars. A limited budget could mean fewer clicks and impressions than you might have otherwise earned, whereas a bloated budget may actually increase the cost per click of your ads if you're using automatic bidding. You can check the Status column on your Campaigns tab to see whether any of your campaigns show a "Limited by budget" status.
Overview of Ad Formats *Types of Ads
. Choose Ad Format • Besides text ads, you can create • video ads, • image ads, • WAP mobile ads, • app or digital content ads, and more. Each type has its own benefits, whether it's the ease and affordability of running text ad or the colorful storytelling that comes with video. You can run multiple kinds of ads from the same AdWords account and, in some cases, from the same campaign.
Once you've created your new ad group, where do you click to create more ads and add keywords.
. You can do this by clicking on your ad group's (within campaign) name, then click on its Ads or Keywords tabs.
To Calculate your ROI you need what 3 numbers?
. You'll need 3 numbers: 1. Your revenue made via AdWords advertising 2. Costs related to the products that you sold 3. Your AdWords costs (available in the Campaigns tab of your AdWords account)
CONVERSION INFORMATION YOU CAN MEASURE
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IMPROVE LANDING PAGE to improve your landing page quality and get better performance out of your landing pages down the road. "RELEVANT AND ORIGINAL CONENT"
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NOTE in ADvGROUP- Regardless of which tab you're on, your ad group's details are both visible and editable at the top of the page!
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STEPS - If you don't want your landing page reviewed, to restrict the AdWords system from visiting your site.
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Tip -Try the Keyword Traffic Estimator tool to get an idea of the potential click traffic, average CPC, and cost per day for your keywords.
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* What does Cross-Device conversion mean?
.Customers do their shopping on many devices. And they might prefer certain devices at different stages of their purchase - say, a mobile phone or tablet for research, and a desktop computer for the final purchase. AdWords can estimate how many customers clicked your ad on one device, and then converted on another. This information can help you see the impact that your ads have on your business, better target your customers and improve your profits.
SPECS on IMAGE AD DESKTOP: * What are acceptable file formats?
.GIF, .JPG, .JPEG, .PNG, .SWF
CASE STUDIES OF DISPLAY NETWORK
Learn from fellow advertisers' experience by checking out these examples of advertisers who found the Display Network was right for them: •Carnival Cruise Lines used contextual targeting on the Google Display Network to increase bookings by 284% in five weeks, saw a 72% decrease in cost per conversion, and 36% increase in leads. •The Jordan Brand used the Google Display Network to target niche audiences and improve brand awareness and engagement. •Yankee Candle used remarketing on the Google Display Network to re-engage shoppers, increase conversion rates by 600%, and cut cost-per-conversion in half.
STEPS OF ADD GALLERY
1 Sign in to your AdWords account at http://adwords.google.com. 2. Select the campaign or ad group where you want to create your video ad. 3. Select the Ads tab. 4. Select Ad gallery on the New ad menu above the statistics table. 5. Click the Media and Channels > Video category from the menu and browse for a video display ad template. For example, select the "Click-to-Play" video to create a click-to-play video ad. 6. Choose a template from the gallery. 7. Complete the required fields of the template, including uploading any videos or images. You'll be able to preview what your ad will look like as you build your ad. Videos: You can upload a video, use one of your previously uploaded videos, select a video hosted on YouTube, or make a video ad with SpotMixer. Images: You can select from our stock of free images, your media library of previously uploaded content, or use an image hosted on your own site.
The Six steps of an Ad Auction
1 The search: 2. Ads are whittled down: 3. Ads whittled even more: 4. Ads are ordered: 5. Ads appear! 6. Repeat the process:
good CTR
1%+
2 types of search results in response to user query
1) organic search results (no payment) 2) search ads
How to set your alert and notification preferences
1. 1.Sign in to your AdWords account at https://adwords.google.com. 2. 2.From the My account tab, select Notification settings. a. Account access 3. In the "Email" column, select which types of notifications you want. Email notifications are sent to the email address on the AdWords account
What are the Three Layers of an Adwords Account. (How Adwords is Organized)
1. Account 2. Campaigns 3. Ad Groups
How does google measure the QUALITY of your ad?
1. Ad, key word, landing page need to be RELEVANT 2. Measured by a quality score - seen on account
2 ways to launch video campaign
1. AdWords for video 2. Ad gallery
What two ways to create and launch video ad campaigns?
1. AdWords for video, 2. Ad gallery.
Tips: When creating Campaign Settings cover - THREE basic areas related to your ad. to consider are
1. BUDGET -How much you'll pay a. Bidding and budget b. Setting bid adjustments 2. AD EXTENSTIONS :What, besides text and a link, to include in your ad a. A business phone number, a map, even more links. 3. WHERE want ADS t0 APPEAR a. Geographic location b. Languages c. Websites (networks)
When it comes to adwords name three ways your in control ?
1. Budget-No limit spending amount 2. Cost-Per-Click 3. Ad quality
Steps How to Copy the settings of an existing ad to create a new ad:
1. Click the Ads tab. 2. Select the checkbox next to the ad whose settings you want to duplicate. 3. From the Edit drop-down menu above the table, select Copy. (see pic 1note) 4. Select the destination campaign and ad group. You can choose to copy the ad into the original ad group if you'd like. 5. Click Copy to ad group. 6. Click the new, duplicate ad and tweak the settings as you like. It's important that you don't edit the original ad; otherwise, you'll lose all of the historical statistics associated with this ad. (see pic 1note) 7. Optional: if you're copying an ad so you can move it to another ad group, delete the original ad.
STEPS - CHECKING QUALITY SCORE * RUN KEYWORD DIAGNOSIS
1. Click the Campaigns tab at the top. 2. Select the Keywords tab. 3. Click the white speech bubble Ad disapproval bubble next to any keyword's status to see details about that keyword's Quality Score. You'll be able to see ratings for expected clickthrough rate, ad relevance and landing page experience.
STEPS - CHECKING QUALITY SCORE *ENABLE THE QUALITY SCORE COLUMN
1. Click the Campaigns tab at the top. 2. Select the Keywords tab. 3. Look for the Qual. score column in the statistics table. If you don't see this column in your table, you can add this column by doing the following: * Click the Columns drop-down menu in the toolbar above the statistics table. * Select Customise columns. * Select Attributes. * Click Add next to Qual. score. * Click Save.
STEPS -TO set location and language settings
1. Click the Campaigns tab. 2. In the left hand panel, click All online campaigns. 3. Click the + New campaign button. 4. Taken to a page where be able to update campaign settings. Look section "Locations and Languages." 5. To target locations, you have the option to: (see pic in1 Note) a.Select a location from the listed options... b. Or enter a location in the search box. c. Select locations 6. To edit your target language, click Edit in the "Languages" section. a. Edit languages 7. Check the boxes next to the languages that you'd like to target. 8. After you choose the rest of your campaign settings, click Save and continue.
STEPS - How to allow Adwords to bid Automatically on your behalf
1. Click the Settings tab within the campaign you want to edit. 2. Scroll to the "Bidding and budget" section and choose "AdWords will set my bids to help maximize clicks within my target budget 3. Enter a daily budget for your campaign. 4. Click Save and continue.
When you bid you can choose to focus Three things? 1. 2. 3.
1. Clicks 2. Impressions 3. Coversions
STEPS - Creating a large number of ads for a future campaign if you're about to launch a new webpage, and want to create ads in advance to promote that new page
1. Create a new webpage that you want to point to. To help keep it hidden for the moment, don't link to the new web page from the rest of your site. 2. Use the "robots.txt configuration" described here to keep the site out of the crawl index. This way Google won't display your new webpage in our search results before it's officially launched. 3. Create your ads and immediately pause them. You can also create your ads in a paused campaign or ad group so that it's easier to resume multiple ads at once. 4. When you're ready for the campaign to go live, you can resume your paused ads, campaigns or ad groups, remove any robots.txt configuration and add links to the new page. Next steps
STEPS - RESUMBIT AD FOR REVIEW
1. Go to the Ads tab. 2. Hover over the ad that you want to resubmit, and then click the pencil icon next to your ad. 3 . Make any change to your ad and click Save. * Make sure that you actually edit your ad in some way. If you don't make any changes to your ad, it won't be resubmitted for review. Be aware that after you've saved, you can always edit your ad again to change it back to the way that it was. 4. Your ad automatically gets resubmitted to us for review. The Status column will soon reflect the change in approval status - it'll change from "Disapproved" to "Eligible" or "Under review". We review most ads within 1 business day. Some reviews may take longer because some ads require more complex review.
STEPS - RESUBMIT AN ENTIRE CAMPAIGNS FOR REVIEW
1. Go to the Campaigns tab and select a campaign. 2.Select the Ads tab. 3. Look at the Status column and hover over the white speech bubble Ad disapproval bubble next to "Disapproved." 4. Click "Resubmit my campaign for review". Remember that this link will only appear if your ad was disapproved for certain issues relating to your site or destination URL. 5. Follow the on-screen instructions to resubmit the eligible disapproved ads in that campaign. 6.The Status column will soon reflect the change in approval status - it will change from "Disapproved" to "Eligible" or "Under review". We review most ads within 1 business day. Some reviews may take longer because some ads require more complex review.
Steps - Resubmitting an entire campaign
1. Go to the Campaigns tab and select a campaign. 2. Select the Ads tab. 3. Look at the Status column and hover over the white speech bubble next to"Disapproved." 4. Click "Resubmit my campaign for review." Remember that this link will appear only if your ad was disapproved for certain issues relating to your site or destination URL. 5. Follow the on-screen instructions to resubmit the eligible disapproved ads in that campaign. 6. The Status column will soon reflect the change in approval status - it will change from "Disapproved" to "Eligible" or "Under review." We strive to review all ads as quickly as possible, usually within three business days.
What are the six Main Tabs you see when log in to google Adwords Account
1. Home, 2. Campaigns, 3. Opportunities, 4. Tools and Analysis, 5. Billing, 6. My account.
STEPS - how to edit your daily campaign budget from the CAMPAIGNS TAB:
1. In the Campaigns table, click the budget you'd like to edit. 2. Enter a new campaign budget. 3. Click Save.
2 basic bidding options
1. Manual bidding 2. Automatic bidding
Steps - Change the campaign STATUS of multiple campaigns at once:
1. On the All online campaigns page, select the checkboxes next to the campaigns you want to edit. 2. Click Edit at the top of the table. 3. Select the new status. Try it now
AD ROTATION - What are the four option you have to Sepcify how ofter ads in your ad group to be served relative to one another
1. Optimize for Clicks 2. Optimize for Conversions 3. Rotate evenly 4. Rotate indefinitely
What are the top three tips for structuring your account
1. Organize your campaign to mirror your website 2. Create separate campaigns for multi-region advertising 3. Use AdWords Editor to mange your campaings
The Ad Status that your Ad's can have are? (12)
1. Paused 2. Pending 3. Ended 4. Deleted 5. Under review 6. Eligible 7. Approved 8. Approved (non-family) 9. Approved (adult) 10. Approved (limited) 11. Disapproved 12. Site suspended
The Ad Status you have full control over are?
1. Paused 2. Pending 3. Ended 4. Deleted
What are the benefits for advertising on Google Adwords? (3)
1. Reach people at the precise moment they're searching for what you offer 2. Control Budget 3. See exactly what's working in your ad, and build on it
You can check your QUALITY SCORE in two ways?
1. Run a Keyword Diagnosis - looking within your Keywords tab 2. Enable the Quality Score Column
STEPS - How to Find your campaigns recommended Budget?
1. Select the Settings tab within the campaign you want to edit. 2. Next to "Budget," click Edit. 3. Click View Recommended Budget. 4. Review the recommended new daily budget, if there is one, including any guidance regarding potential traffic. When you decide what your new budget will be, enter the new amount. 5. Click Save.
Steps to Choose an ad format
1. Select the campaign and ad group in which you want to create your new ad. 2. Click the Ads tab. 3. Click the "+ Ad" drop-down button. 4. Choose the format of the ad that you'd like to create and complete the instructions specific to that ad format. 5. Click Save Ad . After you've saved your ad, you should see your new ad listed in the Ads tab. However, ads may not run until they're reviewed or approved, which can take seconds or days depending on the format.
STEPS -How to edit your daily campaign budget from a campaign's SETTING TAB
1. Select the campaign you want to edit. 2. Click the Settings tab. 3. In the "Bidding and budget" section, click the Edit link next your campaign's daily budget. 4. Enter the new budget. 5. Click Save.
When Determing the Campaign Type- where are will appear you 1. Select:____________ want ads to appear and then the 2. Select the ______________ of campaign you want to create
1. Select: NETWORK (SEARCH/DISPLAY)want ads to appear and then the 2. Select the more specific sub-type of campaign you want to create. (STANDARD OR ALL FEATURES)
List the three things you can do to control your $ COST?
1. Set a daily budget to control how much you spend 2. Fine tune your bids 3. Create more relevant ads to get the most for your money
STEPS - Settings to appear on search partner network
1. Settings to appear on Search Partners *(PIC on 1note) o-Navigate to the "Networks" section of your campaign's settings page o-checkbox for "Include search partners" is selected Note: By Default option is selected when When create a "Search Network only" or "Search & Display Networks" campaign). Sites on the Search Network show mostly text ads, Typically labeled as "Ads" on Google Search as well as on search partners' sites. Google Images can also include image ads.
Steps to Change Password to Account?
1. Sign in Google Accounts using your AdWords email address at https://accounts.google.com. 2.In the "Security" section, click Change password. 3.Enter current password and new password want to use. - tip strong password. 4.Click Save
STEPS - to upload an image ad?
1. Sign in to AdWords at http://adwords.google.com. 2. Click the Campaigns tab. 3. Click the Ads tab within the page. 4. Click the + New ad menu and select Image ad. Don't see this option? Check that your ad campaign is set to show ads on the Display Network. 5. In the "Select an ad group" section, choose the campaign and ad group that you'd like your new ad to be a part of. Your ad will use the settings you selected for that campaign and ad group. 6. Upload your ad file and fill out the fields in the "New image ad" section. Make sure your file conforms to the ad size and format guidelines above. Both the ad name and Display URL are used for reporting and approval reasons only, and won't actually be displayed in your ad. 7. Preview your ad on the right. If it looks good, click Save.
STEPS - USING AD GALLERY TO CREATE AN IMAGE AD
1. Sign in to AdWords at http://adwords.google.com. 2. Select the campaign or ad group where you want to create your image ad. 3. Select the Ads tab. 4. Select Ad gallery on the New ad menu above the statistics table. If you don't see this option, make sure your campaign is set to target the Display Network. 5. Choose an image-based template from the gallery. 6. Complete the required fields of the template, including uploading any images. You'll be able to preview what your ad will look like as you build your ad. You can select from our stock of free images, your media library of previously uploaded content, or use an image hosted on your own sit 7. Click Next to preview your ad again in all the available image sizes. Deselect the checkboxes for any sizes that don't display your ad content correctly. 8. Click Save Ad when you are finished.
STEPS - CHOOSING BIDDING OPTION
1. Sign in to your AdWords account AT https://adwords.google.co.uk. 2. In the Campaigns list, click the campaign name. 3. Select the "Settings" tab. 4. Click Edit next to the bidding option. 5. Select your new bidding option. 6. Click Save.
STEPS - Where to find you Ad Status ?
1. Sign in to your AdWords account at http://adwords.google.co.uk. 2. Click on the Campaigns tab. 3. Click the Ads tab. Look at the "Status" column, next to "Ad", to see an ad's status.
STEPS - How to change your Delivery Method
1. Sign in to your AdWords account at http://adwords.google.com 2. Select the Settings tab within the campaign you want to edit. 3. In the "Bidding and budget" section, click + Delivery method (advanced) and then click the Edit link. 4. Choose "Standard: Show ads evenly over time." 5. Click - Save
STEPS - to set your bidding and budget for a new campaign
1. Sign in to your AdWords account at http://adwords.google.com 2. Click the Campaigns tab. 3. Under All online campaigns, click the +New campaign button. 4. In the Bidding and budget section of your campaign settings, select a bidding option. If you choose the "manual" option, enter a Default bid as well. 5. For Budget, the amount you enter should be the most you're willing to spend on your campaign on average per day over a month. You can also apply a shared budget that you've previously created. 6. Click Save and Continue (on the next settings page, you'll be prompted to create and save your ad group). 7. You may edit your bidding option and budget again at any time by returning to your campaign's Settings tab.
STEPS - SET Daily Budget
1. Sign in to your AdWords account at http://adwords.google.com. 2. Click the Campaigns tab. 3. Click +New campaign and select the campaign type you'd like to create: * Search & Display Networks * Search Network only * Display Network only 4. On the "Select campaign settings" page, scroll to the "Bidding and budget" section and enter an individual daily budget or use a shared budget. Learn more about shared budgets, which let you allocate budget across multiple campaigns. 5. Finish (or skip) choosing your other campaign settings and click Save and continue.
STEPS - Where to find your campaign status?
1. Sign in to your AdWords account at http://adwords.google.com. 2. Click the Campaigns tab to get to the "All online campaigns" page. 3. Look for the "Status" column, next to "Budget."
Steps - Creating a new ad group in a campaign
1. Sign in to your AdWords account at http://adwords.google.com. 2. Click the Campaigns tab. 3. Under All online campaigns, click the name of the campaign that you'd like to add an adgroup to. 4. Click the Ad groups tab. 5. Click the + New ad group button. 6. On the "Create ad group" page that appears, follow the instructions to complete your new ad group (you'll be given the chance to create an initial ad and its keywords). 7. Click Save ad group. NO Campaigns - Click Create a new campaign and follow instructions
How you copy a campaign's settings to multiple campaigns in your account:
1. Sign in to your AdWords account at http://adwords.google.com. 2. From the All online campaigns page, click the Settings tab. 3. Select the checkboxes next to the campaign whose settings you want to copy to other campaigns as well as the campaigns whose settings you want to change. 4. Click Edit at the top of the table. 5. The selected campaigns are now in editing mode and highlighted in yellow. Put your mouse over the setting of the campaign you want to copy to other campaigns. 6. A copy icon will appear in the cell of the campaign settings you want to copy to the other selected campaigns. (see pic in onenote/pdf)Click the icon to apply that campaign's setting to all of the other selected campaigns.
STEPS - Creating the first extension in a campaign
1. Sign in to your AdWords account at https://adwords.google.com 2. On the Campaigns tab, click the New campaign button and select the type of campaign you'd like to create. 3. You'll be taken to the Settings tab of your new campaign. 4. Under Ad extensions, check the box next to the ad extension type you'd like to add to your new campaign.
How to check your ad's approval status
1. Sign in to your AdWords account at https://adwords.google.com. 2. Click the Campaigns tab at the top. 3. Click the Ads tab. 4. Look at the Status column. 5. Next to each ad, you should see the ad's current status.
Steps - Setting a frequency cap on impressions for Display Network ads
1. Sign in to your AdWords account at https://adwords.google.com. 2. Click the Campaigns tab at the top. 3. Under All online campaigns, click the name of the campaign to be delivered. 4. Click the Settings tab. 5. In the "Advanced settings" section, click Ad delivery: Ad rotation, frequency capping. Note that the availability of certain settings, like this, may depend on the campaign type you choose. Compare campaign types in detail and learn how you can change yours. 6. Click Edit next to "Frequency capping." 7. Enter the number of impressions. The value must be a whole number (such as 100, not 100.5). 8. Select a time interval (per day, per week, or per month) and a level (per ad group, per ad, or for this campaign). 9. Click Save.
STEPS - Edit your campaign budgets in bulk If you want to change the budget for multiple campaigns at once:
1. Sign in to your AdWords account at https://adwords.google.com. 2. Click the Campaigns tab. 3. Check the box next to any campaigns you want to edit. You can also select all campaigns by checking the box in the menu bar. 4. Click Edit, then choose Change budget... 5. 5. In the window that appears, you can set your budget to a specific amount, or increase or decrease your budget by a percentage or specific amount. 6. Click Preview changes to see what your edits will look like, or click Make changes to edit your selected campaigns.
STEPS - switch campaign types steps
1. Sign in to your AdWords account at https://adwords.google.com. 2. Click the Campaigns tab. 3. Under All online campaigns, click the name of the campaign you'd like to edit. 4. Click the Settings tab. 5. Click Edit next to "Type," under "General." 6. Choose a campaign type to switch to, then click Save
Steps to give others account access
1. Sign in to your AdWords account at https://adwords.google.com. 2. Click the My account tab. 3. Select Account access from the drop-down menu. 4. Click Invite other users. 5. Enter the email address of the person you want to share your account with. 6. Enter a nickname for your new user. AdWords keeps track of who makes changes to an AdWords account and will use this nickname to identify who made which changes. 7. From the Choose an access level drop-down menu, select the access level you want this person to have. 8. Click Send invitation. 9. After the person accepts your email invitation by clicking the link in the email, he or she will be asked to answer a few questions about setting up the AdWords account. When that's completed, we'll send you an email with a link to your AdWords account access page. 10. Find the account of the person you invited in the "Pending invitations" section, then click Grant access. 11. Click OK to confirm and allow access.
Steps to Make "AdWords Only Changes"
1. Sign in to your AdWords account at https://adwords.google.com. 2. From the " My account tab " , select Preferences 3. Next to "Language and number preferences," click Edit. 4. Select the language in which you'd like to view your AdWords account and the format you'd like for your account's times, dates, and numbers. 5. Click Save changes.
How to enter your Google+ page URL STEPS - How to find the right URL
1. Sign in to your Google+ account at http://profiles.google.com/me. 2. Choose Pages from the side menu (Pages may also be listed under More). 3. Select the Google+ page that you want. 4. Copy the URL into your browser's address bar. This is the Google+ page URL that you want to enter when you set up a social extension. It's a common mistake to enter the URL of your Google+ profile instead of your Google+ page. Make sure that you check that you're on your Google+ page when you copy the URL. If someone else owns the Google+ page, like a colleague or client who has given you permission to use the page, browse to this page and copy the URL.
How does budgetDELIVERY METHOD - Standard Delivery work?
1. Standard delivery (the default option) a. distributes your budget throughout the day to avoid reaching your budget early on. b. recommended if you want to reach audience evenly throughout day, rather than just in the morning.
MEASURING TRAFFIC TO YOUR WEBSITE When focused on Increasing traffic to your website the steps you start off with in adwords are?
1. Start by creating great ad text and strong keywords to make ads that are highly relevant and very compelling to your customers, 2. Then closely monitor your clicks, CTR, keywords, and search terms.
STEPS - The Auction How Google decides which ads to show and their order
1. The search Joe searches for "pizza delivery", stomach rumbling in the background 2. Ads are whittled down The AdWords system finds all ads whose keywords match the phrase "pizza delivery" closely enough. 3. Ads are whittled even more From that set of matching ads, the system ignores any that aren't eligible, like ads that target a different country or are disapproved. 4. Ads are ordered The remaining ads are shown, ordered on the page based on a combination of bid amount and quality (we call that formula Ad Rank). 5. Ads appear! Joe sees relevant ads appear and orders the pizza of his dreams. 6. Repeat the process
Types of TrueView Video Ads
1. TrueView In-stream 2. TrueView In-Search 3. TrueView In-Display
STEPS - how to enable the Policy details column:
1. Visit your account's Ads tab. 2. Click the Columns button in the toolbar above the statistics table. 3. Click Customise columns. 4. In the "Attributes" section, click Add next to "Policy details." 5. Click Apply.
STEPS - HOW TO CHECK ADS APPROVAL STATUS
1. Visit your account's Ads tab. 2. Look at the Status column. 3. Next to each ad, you should see the ad's current status.
Reasons Search traffic can fluctuate?
1. Whether it's a weekend or weekday 2. Seasonality and holidays 3. Geopolitical and cultural events
FOCUS ON CLICKS - If you're focusing on gaining clicks to generate traffic to your website, Two cost-per-click bidding options you should consider: are 1. 2.
1. automatic CPC bidding 2. manual CPC bidding
You can improve your landing page experience - and Quality Score - by focusing on three things:
1. relevant and original content, 2. transparency and 3. ease of navigation.
How Adwords Account is Organized
1.ACCOUNT associated with a unique email address, password, and billing information. 2.Ad CAMPAIGN has its own budget, settings that a. determine where your ads appear. 3.AD GROUP contains a set of similar ads and the words and phrases,= keywords, a.trigger your ads to show.
What are the Options you have to change sign in information?
1.Change the email address on your account This will change the email address you use to sign in to all Google products and is not available to Gmail users. 2.Add alternate email addresses to your account This will allow you to use multiple email addresses to sign in to all Google products. 3.Allow another email address to access your AdWords account This allows two separate accounts to sign in, view, and edit your AdWords account.
What are 3 main benefits of using AdWords to address your marketing objectives:
1.Relevance 2. ROI - Return Over Investment 3. Reach
STEPS - Linking an exsisting Account of Adwords in MCC My Client Center
1.Retrieve your client's AdWords Customer ID number (which appears in the top corner of AdWords account pages). 2.Sign in to your MCC at https://adwords.google.com. 3.Click Link existing accounts, which appears above your managed accounts table. 4.Enter your new client's Customer ID number in the appropriate field. 5.Click Continue, then Submit. 6.When you click Submit, the client will receive an account notification that invites him to link to your account. If he's an administrator on the account, he can accept your invitation by visiting "My account" > "Account access" in his account and clicking "Accept invitation." During this process, you'll see a pending notification for the (soon-to-be) managed account in your MCC. Upon the client's acceptance, you'll receive a confirmation notification and the account will be automatically linked to your MCC
STEPS - HOW to setup social extensions in NON-ENHANCED CAMPAIGNS
1.Sign in to your AdWords account at https://adwords.google.com. 2.Click the Campaigns tab. 3.Navigate to an existing, non-upgraded campaign. 4.Go to the Ad extensions tab. 5.Select the "View: Social Extensions" option from the "View" dropdown menu. 6.Click the + New extension button. 7.Enter the URL of your Google+ page. Ensure you enter the URL correctly - it's a common mistake to enter the URL of your Google+ profile instead of your Google+ page. See the "How to enter your Google+ page URL" section for details 8. Click and save
STEPS - To Create an MCC account My clinet center
1.Visit http://www.google.com/intl/en/adwords/myclientcenter/ and click Sign up now in the top corner. 2.Choose a new username and password. This username and password must not be used to sign into other AdWords accounts. 3.Set general information, such as a name for your account and how you plan to use the account, as well as a new time zone and a new currency. You might want to choose the time zone you work in and the currency in which you do business. 4.If you agree to the terms of service, accept the rules of use, and you're done. You've got a brand new MCC account!
SPECS on IMAGE AD DESKTOP: * supported ad sizes - Skyscrapper *Can Appear where on page?
120 x 600 skyscraper This ad size can appear on either the left or right side of the page.
SPECS on IMAGE AD DESKTOP: * File limit size?
150 KB or less for all files.
How does budget DELIVERY METHOD - Accelerated delivery
2. Accelerated delivery a. displays your ads more quickly until you run out of budget. b. If campaign is limited by budget, ad might stop running earlier in day
Ad rotation - Optimize for Conversions -How does it work? -What does it take into account?
2. Optimize for conversions: Ads expected to provide more conversions are delivered more often into the ad auction than other ads in the ad group. - Takes both clickthrough rate (CTR) and conversion rate into consideration.
SPECS on IMAGE AD DESKTOP: * supported ad sizes - Rectangle *Can Appear where on page?
200 x 200 ad size can appear at the top, on the side, or on the bottom of the page
SPECS on IMAGE AD DESKTOP: * supported ad sizes - small square
200 x 200 small square
SPECS on IMAGE AD DESKTOP: * supported ad sizes - Square
250 x 250 square
3.What is AdWords Editor
3.Use AdWords Editor to manage your campaigns - Free Google application for managing your AdWords ad campaigns. - Use it make changes to your account quickly and conveniently, -Use it to download your account, update your campaigns with powerful editing tools, - then upload your changes to AdWords.Download Adwords editor
average number of days in a month
30.4
SPECS on IMAGE AD DESKTOP: * supported ad sizes -
300 x 250 inline rectangle
SPECS on IMAGE AD DESKTOP: * supported ad sizes - Inline Rectangle *Can Appear where on page?
300 x 250 inline rectangle This ad size can appear at the top, on the side, or on the bottom of the page.
SPECS on IMAGE AD DESKTOP: * supported ad sizes - Half Page Ad *Can Appear where on page?
300 x 600 half page
SPECS on IMAGE AD DESKTOP: * supported ad sizes - mobile leaderboard
320 x 50 mobile leaderboard
SPECS on IMAGE AD DESKTOP: * supported ad sizes - Large Rectangle *Can Appear where on page?
336 x 280 large rectangle This ad size can appear at the top, on the side, or on the bottom of the page.
NOTE: Maxium Levels of MCC above or below you own is?
4 - that you can link to a maximum of four levels of MCC above or below your own.
Ad Rotation - "Rotate Indefinitely" is?
4. Rotate indefinitely: option delivers your ads more evenly into the ad auction, but for an indefinite amount of time and does not optimize.
SPECS on IMAGE AD DESKTOP: * supported ad sizes - Banner *Can Appear where on page?
468 x 60 banner can appear at the top, in the middle, or on the bottom of the page.
good keyword quality score
5 or higher
SPECS on IMAGE AD DESKTOP: * supported ad sizes - Leaderboard *Can Appear where on page?
728 x 90 leaderboard This ad size can appear at the top, in the middle, or on the bottom of the page.
Home Tab Contains -
: This contains Account Snapshot page, a.an easy-to-read summary of important account information.
A Bid is
=most willing to spend per click
Multivariate Testing
A SPLIT TESTING method that lets AdWords users test multiple ad texts at once. You could test all of your ad headlines, descriptions and display URLs by mixing and matching each of them. For example you have 3 ads: A, B and C. With multivariate testing, you mix and match the different parts of those 3 ads. Take the headline from B, description from A and display URL from C and test against other varieties to find the perfect ad.
EXAMPLE - Calculating your ROI for page views, leads, and more
A Yellow Pages ad for your business may cost $1000 per year and result in 100 leads. Ten of those leads become customers, and each customer provides a net profit of $120, after taking your business costs into account. So the value of each lead is $12 ($1200 net profit/100 leads), and your ROI for the Yellow Pages ad is 120% ($1200 net profit/$1000 advertising cost) x 100. Here's the formula used in this example: (Total revenue - Total cost)/Advertising costs x 100 = Advertising ROI %
Recommended Daily Budget
A budget that is determined by Google Adwords to have your ad show as many times as possible for your keywords
Google Search Network
A collection of sites displaying Google search results
What is a CONVERSION?
A conversion (sometimes called an acquisition) is a particular action that you want to see on your website. Often that's a sale, but it could be an email sign-up or some other action. Y
A conversions is =
A conversion is a customer action that has value to your business, such as purchase, downloading an app, visiting a website, filling in a form or signing a contract.
Conversions (many-per-click)
A count of all of the conversions completed after a single click on an ad
Keyword Tool
A free Google tool that helps to identify relevant key phrases to target
AdWords Editor
A free desktop application used for managing an AdWords account, including making bid adjustments, creating new ads, changing ad delivery and much more.
Cost-Per-Click (CPC) Bid
A maximum amount one is willing to spend for clicks on an ad. -This can be set at the ad group level for all keywords, or it can be set individually for each keywords.
Quality Score
A numerical score assigned by Google Adwords utilized in their Pay Per Click platform. The Quality Score is determined by an ad's Click Thru Rate, keyword relevance, Landing Page relevance and other factors. Combining the ad's Quality Score with your maximum Cost Per Click and advertiser competitiveness determines your ad's position and what you end up paying per click
Cost-Per-Action (CPA)
A pricing model that charges every time a visitor completes a specific action (purchase, e-mail sign up, subscription, and so on)
Cost-Per-Thousand Impressions (CPM)
A pricing model that charges for every 1,000 impressions an ad has rather than by click as in CPC bidding.
Tip: A single ad group may contain:
A single ad group may contain: • up to 50 text ads, • Up to 20,000 individual targeting items o include keywords o negative keywords, o placements, o audience lists, o product targets)
Tip: A single campaign may contain up to how many ad groups.
A single campaign may contain: • up to 20,000 ad groups.
Negative Keyword
A word or phrase used in pay per click advertising that allows you to block unwanted searches or impressions. Example: If you sell only red widgets, you want to add blue, green, black, etc. as negative keywords. This way your ad will not be shown for a product you do not sell.
List the ways can you change your Adwords Sign-In Information
A. Changging your passwords B. Changing Email Address or Username 1. Change email address on account 2. add an Alternate email address 3. Give access to your Adwords Account
What would be an alternative of lowering your bids your selft?
AUTOMATIC BIDDING - Alternative to lowering your bids yourself is to allow AdWords to automatically adjust your bids for you. • When AdWords automatically sets bids for you, changing your keyword or placement maximum cost-per-click (CPC) bids, • it'll still stay within a target daily budget that you've set for that campaign.
About Campaign Budget in General --Budget and a Campaign --Formula to calculate
About your campaign budget •budget amount is for a single campaign •Campaign's budget = be the highest amount that you're willing to spend on average per day over a month •Monthly advertising budget, you can estimate your average daily budget by dividing that amount by 30.4 (the average number of days per month).
Landing Page Experience Status Mean?
Above average or Average: - If you see either of these two statuses, you're in good shape - your Quality Score won't be negatively affected by your landing page experience. Below average: - This means that your landing page experience is in need of improvement, and your Quality Score might be lower as a result. You might want to consider some changes to improve your website's landing page, like making sure that customers can find what they're looking for quickly and easily. One way to do this is to create Destination URLs for individual keywords.
Acclerated Delivery: How it works: Who it's best for: What to expect:
Accelerated delivery : o How it works: As soon as each day starts (12 a.m.), your ad appears more quickly until you hit your budget limit. o Who it's best for: This method is best if it's important to you that your ads show starting in the morning and more quickly thereafter until your budget is reached, Even if that means they might not show all day. o What to expect:Remember that your ads will stop showing once you've reached your budget allocated for that day (see below for more details). If you reach your budget limit early in the morning, ad won't run again until next day.
How AdWords is organized
Account > Campaign > Ad group > Keywords
COST-PER-AQUISTIONS (CPA) and coversion the same thing?
Acquisitions are the same thing as conversions: • they're actions your customers take that you think are valuable, such as completing a purchase or signing up to receive more information.
What are the ways to set your max CPC bid?
Ad Group CPC Cost-per-click Keyword CPC cost-per-click Placement CPC cost-per-click
The two locations in your account where you'll spend a lot of your time.
Ad and Campagin Tabs
What happens if I violate this policy? Ad text must be relevant, clear, accurate and descriptive of the products or services offered. * AD DISAPROVAL - explain
Ad disapproval: Ads that don't follow this policy may get disapproved. A disapproved ad won't be able to run until the policy violation is fixed and the ad is approved.
Ad Extensions - what are ad extensions? Examples are? Examples of ad extensions are?
Ad extension including additional information with ads. Types OF AD EXTENSIONS ARE: -Location Extension - Call Extentions - sitelinks - social annotations - seller ratings - app extensions - offer extensions
What networks do Ad extensions appear in google adwords?
Ad extensions appears with your ad on Google, and in some cases across the Google Display Network
What is Ad Rotation? If you have more than 1 ad?
Ad rotation way Google deliver ads on both the Search Network and the Display Network. o If multiple ads within an ad group, your ads will rotate, because no more than 1 ad from your account can show at a time.
What is the General Policy when it comes to Ad Text?
Ad text must be relevant, clear, accurate and descriptive of the products or services offered.
An Adwords Account Can contain how many Campaigns - Ad Groups - Text ads -
AdWords Account can contain • Campaigns 10, 000 (active and paused) 1. AdGroups- 20,000 ad groups per campaign Text ads -50 text ads per ad group
Tools to manage multiple accounts
AdWords Editor Application Programming Interace (API) Adwords My Client Center (MCC) AdWords Value Track
Explain - what is Adwords Value Track
AdWords ValueTrack ValueTrack is our easy-to-use AdWords URL-tagging feature. You can use ValueTrack with Google Analytics or your own tracking solution to get detailed data about each click on your ad. This information allows you to adjust your campaigns and settings to improve your return on investment
Adwords Flash and HTML5 *What supported and not supported?
AdWords can convert Flash to HTML5, * which can be viewed on most major desktops, tablets, and mobile devices. *The converted ad may not be 100% identical to the Flash ad you created, so be sure to preview it before saving. SUPPORTED and NOT SUPPORTED *Most shapes, embedded fonts, timeline animation, text, movie clips, buttons, and scripting are supported, * but not filters or blending. The system automatically determines which version of your ad to show, based on the device that your customer is using.
UNDERSTANDING BIDDING BASICS Adwords gives you several ways to bid based on what matters most you this could be:
AdWords gives you several ways to bid for your ads, depending on what matters most to you and your business. o Most advertisers focus on clicks, o impressions, o or conversions. • Knowing what you want your ads to do will help you decide how to bid.
Is there a limit or cost association of how many Ad extenstions you add to an Ad?
AdWords only charges you for each click within the ad and its extensions, * up to two clicks per impression.
AdWords won't display a recommended daily budget if?
AdWords won't display a recommended daily budget: • if you rarely meet your daily budget, • or if your campaign has limited data.
COST PER THOUSAND IMPRESSION At what level can set CPM Bidding
Adgroup CPMs Placement CPMs
What is used to determine CPC cost per click?
Ads - Quality score and Ad Rank
Within the Google Search Network in Google "Search Sites" where can ads appear? Name sites / location of ad
Ads can appear alongside, above, or below search results on o-Google Search, o-Google Shopping, o-Google Maps, o-Google Images, o-and Google Groups.
MOBILE ADS -Ads that show up on feature phones are called WAP mobile ads.
Ads that show up on feature phones are called WAP mobile ads.
Image Ads
Ads that use an image or graphic. These ads can only appear on sites in the Google Content Network.
Text Ad
Ads that use only text to convey the message. This is the primary type of ad for Google AdWords and the only type shown in Google search results..
When ad rotation is set to "Optimize for Conversion- If there isn't enough conversion data to determine which ad provides the most conversions what will google do?
Ads will rotate using "Optimize for clicks" data. Although this option may result in your ad group receiving fewer clicks than the previous option, it will likely receive more conversions, which can result in an improved return on investment (ROI).
About - Managing a Large Account or Multiple some advances tools are:
Advanced Time-saving tools you can use to manage a large account or many accounts at once. • AdWords Editor, • The AdWords Application Programming Interface (API), • AdWords My Client Center (MCC), *Adwords Value Track
EXAMPLE - Use negative keywords to Filter for serious buyers:
Advertisers hoping to make sales may want to filter out research-oriented searches by adding negative keywords like review, rate, rating, compare, comparing, comparison and the pluralised versions of these words.
Google+ - Advertising guidelines and social annotations
Advertising guidelines Please be sure to follow the standard advertising policies, including the social interaction incentives policies outlined within the AdWords Policy Center. Certain business types aren't eligible to show social annotations.
Placement-level CPCs:
Advertising on the Display Network o You can set a CPC for each placement if you like. o If know that a certain website gets great results for you, you can bid more for placement there.
GOOGLE ADVERTISING PRINCIPLES *ACCURATE ADS
Advertising should be accurate and truthful. Advertising can be informative, entertaining, metaphorical or even tell a story. However, any factual claims and offers should always be credible and accurate. Misleading, inaccurate and deceitful ads hurt everyone - users, publishers, developers and advertisers.
GOOGLE ADVERTISING PRINCIPLES *GOOGLE'S BRAND
Advertising should be compatible with Google's brand decisions. Ads must be compatible with company brand decisions. Our company has a strong culture and values, and we've chosen not to allow ads that promote products and services that are incompatible with these values. In addition, like all companies, Google sometimes makes decisions based on technical limitations, resource constraints or requirements from our business partners. Our policies reflect these realities.
GOOGLE ADVERTISING PRINCIPLES *SAFETY AND SECURITY
Advertising should be safe for all users. User safety is everyone's business, and we can't do business with those who don't agree. Scams, phishing, viruses, trojans and other badware on the Internet all damage the value of the Internet for everyone - users, publishers, developers and advertisers. Trying to get around policies or "game the system" is unfair to our users, and we can't allow that
GOOGLE ADVERTISING PRINCIPLES *LEGAL
Advertising should comply with laws and regulations. Many products and services are regulated by law, which can vary from country to country. All advertising, as well as the products and services being advertised, must clearly comply with all applicable laws and regulations. For the most part, our policies aren't designed to describe the actual laws in every country. All advertisers bear their own responsibility for understanding the laws applicable to their business. Our policies are often more restrictive than the law, because we need to be sure that we can offer services that are legal and safe for all users.
GOOGLE ADVERTISING PRINCIPLES * USER EXPERIENCE
Advertising should provide a positive experience to users. Showing users the right ads at the right time can truly enhance a user's experience. We believe that advertising can be effective, engaging and useful - without being annoying. When people click our ads, they trust us to deliver them to a destination that's relevant, original and easy to navigate.
GOOGLE ADVERTISING PRINCIPLES *SAFETY AND SECURITY
Advertising shouldn't violate users' trust or privacy. Transparency and privacy are core company principles that you'll see in our software principles and privacy principles. Users should know when they're looking at an ad, and they should be able to easily find out who's behind it. We strive to be open and honest with our users, and we expect advertisers to do the same. Similarly, we expect all advertisers and publishers to respect users' personal information, by adhering to strong standards of disclosure, choice, responsibility and user benefit.
After Campaign Settings, then ready to "Create Ad, what does your ad consist of.
After campaign settings, taken to "Create ad and keywords" page. o New advertisers may want to begin with text ads 1. 1.In the "Create an ad" section, select "Text ad" a. Headline, b. Description, c. Display URL d. Destination URL. Both URLs should come from the same website. 2. "Keywords" section, 3. Click Save and continue to billing.
After your ads have run for a while, evaluate which keywords are more effective in bringing in sales, using____________.
After your ads have run for a while, evaluate which keywords are more effective in bringing in sales, using reports in your account.
If ads are PAUSED are they subject to review?
All ads in AdWords are subject to review, whether they're paused or active. By reviewing your paused ads, we can help you to have your ads ready by the time you're ready to make them live.
ALL Time zonse should be in what increments? Relative to what timezone __ ___ ___
All time zones must be in full hour or half-hour increments relative to Greenwich Mean Time.
Conversion Tracking
Allows you to track various actions or goals on your Website like leads, purchases, signups, contacts, etc. -Conversion tracking is usually coupled with an analytics like Google Analytics
Broad Keyword Match
Allows your ad to appear for searches on similar phrases and variations. For example, if the broad match keyword was "yellow shoes" your ad would show for searches like "yellow running shoes" or "shoes with yellow laces" or "yellow and blue shoes"
Ad Scheduling
Also known as Day Parting, ad scheduling allows an advertiser using a pay per click engine to control the day an time their ads appear. -Some pay per click engines also allow you to control your bids during a certain time of day.
Content Network
Also known as contextual targeting, these networks serve paid advertising via text, image and video ads on Websites that offer similar content to what you are advertising.
HOW BUDGET RECOMMENDATIONS ARE CALCULATED necessarily recommend the full amount to you.
Although we can calculate what your budget has to be to cover all possible traffic, we won't necessarily recommend the full amount to you. Your recommended budget tries to capture more ad impressions without drastically changing your budget.
What are some benefits of using Adwords Editor
Among other benefits, you can: ◦Add, edit, and delete campaigns, ad groups, ads, keywords, and placements. ◦Make large-scale changes quickly. ◦Perform advanced searches and edits. ◦Sort and view performance statistics. ◦Copy or move items between campaigns, ad groups, and accounts. ◦Export a snapshot of your account for archiving or sharing.
EXAMPLE - Assigning Managers and MCC Levels
Amy manages five accounts, and she wants her partner Bill to help her manage three of those five. To accomplish this: 1.Amy unlinks the three accounts from her MCC. 2.Bill creates his own MCC, to which he links those three accounts. 3.Amy then links Bill's MCC to her MCC. Amy still has access to all five of the accounts: two via her MCC and three via Bill's MCC. Bill, on the other hand, only has access to the three accounts in his MCC.
My Change History
An AdWords tool that gives users a history of changes made to campaigns, ad groups and keywords, such as bid increases, ad text edits and more.
EXAMPLE 1 - Changing Client Managers in MCC My Client Center
An MDO is applied to your top-level MCC, which houses two sub-level MCCs. You transfer a managed account from sub-MCC 1 to sub-MCC 2. Its ads keep running, because the managed account is still under the same MDO.
What happens if I violate this policy? Ad text must be relevant, clear, accurate and descriptive of the products or services offered. *ACCOUNT SUSPENSION - explain
An account may get suspended if you have several violations or a serious violation. If this happens, all ads in the suspended account will stop running and we may no longer accept advertising from you. Any related accounts may also get permanently suspended and your new accounts may get automatically suspended at setup. Learn more about suspended accounts.
Accelerated Ad Delivery
An ad serving method that displays your ads as often as possible until the daily budget is reached
Standard Ad Delivery
An ad serving method that shows ads across a day to make sure you don't accrue all of your clicks early on
Contextual Targeting
An ad targeting system that matches ads that use keyword targeting to relevant and related sites on the Content Network
AdWords Discounter
An automated tool that monitors and adjusts the actual cost-per-click (CPC) so that the lowest possible bid is paid for an ad's position. -This means that you pay the minimum possible CPC needed to exceed the next ranking ad.
Position Preference
An option that lets you pick where you want your ads to appear among all adds on a given page
IMAGE - Ad extension - App extensions
App Extensions - Show a link to your mobile or tablet app right below your ad
Possible Positions for ad are:
Appear top, side or on the bottom of the page.
Approval Ad Status - APPROVED (ADULT) means:
Approved (Adult) •Ads considered to have "adult" content. o Exp: ads that promote sites with nude images • Ads will only appear for searches considered "adult" in nature • Ads wont appear for users who've turned on SafeSearch filtering. • Ads won't appear sites in the Google Network might not accept any ads that are rated "adult" or "non-family" safe. • Adult ads aren't allowed in certain countries. o See our Family Status policy for a list of countries where adult ads aren't allowed.
Statuses that can allow your ad to run are? (2)
Approved - Ad complies with our policies, so it's allowed to show for all audiences. Serving (video ads) - A video ad is approved to appear on YouTube.
Approval Ad Status - APPROVED means:
Approved Ads • Allowed to show on all networks, • since they're considered to have content that's safe for all audiences.
Approval Ad Status - APPROVED LIMITED means: -TYPES OF LIMITATIONS ARE:?
Approved Limited •Ads are allowed to show with certain limitations. oExp:- might only be allowed to show in certain countries, on certain devices, or on certain search terms, based on the content of your ad text and website. • Types of Limitations are: o Limitations for ads using trademarked terms o Limitations for ads affected by consumer advisories o Ad policies for gambling and related content o Ad policies for prescription drugs and related content o Ad policies for alcohol o Mobile ads requirements
Example 2 Prioritizing business objectives for campaings
As another example, consider pairing any of the objectives listed above with the objective below: •Keep CPA below $10 ----------------------------------- •Aim for ad positions 1-3 •Maximize profit •Maximize conversions •Maximize clicks ---------------------------------- The CPC bids necessary to keep the CPA below $10 may be lower than the CPC bids that maximize profit, clicks, or preferred ad positions.
How can you exclude Parked Domains or Error Pages?
At the Campaign level ...? Tools: Site Category Exclusion Select: Campain Page Types Tab: Check off
Automatic bidding is ideal for advertisers that want....
Automatic bidding is ideal for advertisers who don't want to spend a lot of time setting bids, but would like to get the most clicks possible for their ads within their budget
In How many languages are Automatic Offer Extensions available?
Automatic offer extensions are limited to English-language ads only. For example, this means that if your ad is written in English and targets English-speaking customers in Japan, your ad is eligible to show automatic offer extensions.
MOBILE ADS - WAP MOBILE ADS
Let people browse mobile websites that are specifically designed for small mobile devices.
Contextual targeting by TOPIC EXAMPLE
Let's imagine again that you want to show ads about gourmet cookies using AdWords. You could add the sub-topic Food & Drinks> Cooking & Recipes > Baked Goods to your ad group. This would help you target all pages about cooking and recipes on the Google Display Network related to cookies, regardless of whether your exact keywords appear on the page.
Example- Choose a daily budget for each campaign?
Let's say clicks cost $0.10 on average, and you'd like around 100 clicks per day. You might budget $10 per day. Using this example, here's how you'd figure out your daily budget: $0.10 x 100 = $10 per day (Cost-per-click x Clicks per day = Daily budget)
Example - CHOOSING YOUR BID
Let's say you own a skateboard shop and you make £10 from every skateboard purchase. You've seen that on average, one in 10 visits to your website results in a purchase. If you set a Max CPC bid of £1, you'll break even (advertising costs = sales).To make a profit, you should spend less than £1 to get a click on your ad, which means you'll want to set your max. CPC bid below £1.
Example 2: Keyword level profitability
Let's take a closer look at the 'Music production' ad group to see if you can make it profitable. This ad group has the following keywords: • Keyword 1: music production CPA: $42 • Keyword 2: music production software CPA: $28 • Keyword 3: learn music production CPA: $65 • Keyword 4: music production companies CPA: $230 • Keyword 5: music production packages CPA: $39 • Looking at the keyword level, you can see three keywords in this ad group that are actually profitable. (42, 28, 39) • It's the two unprofitable keywords 'learn music production-65' and 'music production companies-230' that are making the average CPA for the ad group appear to be unprofitable.
Formula Ad Rank is based on a combination of?
BID - (how much you're willing to spend) QUALITY SCORE (a measurement of the quality of your ads, keywords, and website). Depending on where your ad shows and the type of targeting that you use, the formula for Ad Rank can vary a bit
Bear in Mind - Display Network Bid
Bear in mind For campaigns that you're targeting to the Display Network only, we don't recommend setting a Display Network bid because AdWords will use that bid instead of individual keyword bids, if you have them. Instead, we suggest using your basic ad group bid or enabling custom bids - if they're available in your ad group - for one of your targeting methods. Learn about setting custom bids.
When want it to use an image ad you should create it where?
Before creating your ad in AdWords, you'll need to prepare an image file that is sized and formatted appropriately.
Before getting into your first campaign things to consider
Before you dive into your first campaign, think about • Who your customers are, • How much you want to spend to reach them with your ads, • What results you're expecting for your campaign to be a success
What is a Best Practice when it comes to scaling campaings by performance?
Best Practice: Even for campaigns that are scalable by performance, • we recommend setting your AdWords daily budget at a level low enough to limit your spending if something unexpected happens, o like a sudden shift in traffic quality of one of your keywords due to a news event.
Ad Rank is calculated
Bid + Quality Score
Tools for custom bid estimates are?
Bid Simulator - : Get answers to "what-if" scenarios, such as "How many more impressions would I get if I raised my bid by £0.10?" This tool can help you tweak your bids to just the right level for you. Learn more abut the Bid Simulator First-page bid estimates - : Want your ad to show at the top or within the first page of Google search results? See how much you'd need to bid to get there. Opportunities tab - : Visit this area of your account to see CPC bid ideas related to goals that you choose.
What are the Basics of Performances Based Bidding? *____________ *_____________
Bidding to balance sales volume and profitability Prioritizing business objectives
MEASURING BRAND AWARENESS Branding campaigns- have a unique goal:
Branding campaigns- have a unique goal: to raise awareness and visibility of your product, service, or cause. To help reach these objectives: o you can use your AdWords campaigns to increase traffic to your website o or encourage customers to interact with your brand.
What are breadcrumbs? How do they help customers navigate section of website.
Breadcrumb links help customers easily navigate to relevant sections of your website. inspired by the trail of breadcrumbs Hansel left through the woods to find his way back home in the Grimm's fairy tale "Hansel and Gretel."
On the Display Network:- you can target your ads very effectively.
By choosing exactly which websites and pages will show your ad and creating an ad with lots of visual impact, it's easy to catch the eye of people who're interested in what you sell.
By default, the AdWords system reviews advertised landing pages to assess
By default, the AdWords system reviews advertised landing pages to assess landing page experience.
By filtering out unwanted impressions, negative keywords can help you r
By filtering out unwanted impressions, negative keywords can help you reach the most appropriate prospects, reduce your costs, and increase your return on investment
By gradually increasing your AdWords campaign budget over time you'll reach a point where *Where in account can you find more information about to help you with this?
By gradually increasing your AdWords campaign budget over time, o you'll reach a point where it no longer limits your exposure. For an estimate of this amount: o check your recommended budget in the "Budget" section of the Settings tab of any campaign
By Tracking Conversion you will know? This helps you?
By tracking these actions, known as "conversions", you'll know which ads, keywords and campaigns bring you business. This helps you invest more wisely in the best ones and ultimately, boost your return on investment (ROI)
IMAGE - Ad extension - Location extension
Location Extensions - Help nearby consumers find or call your nearest storefront
Ad Placement
Locations on the Google Content Network where your ad can appear based upon target keywords and relevancy to your ad. -This could be across an entire Website or on a single page of a site. -Placements can be custom-tailored in the AdWords account manager or you can let Google choose relevant placements for your ads.
Placements
Locations where your ads have appeared in the Google Content Network
Manual CPM Bidding - Explain
COST-PER-IMPRESSION Manual bidding for impressions, also known as CPM bidding, lets you control the visibility of your ads by fine-tuning your maximum CPM bids.
How is a "CPA Targets" a metric adwords has to maximize profit.
CPA targets can be helpful for establishing or maintaining profitability, and are usually set below your value-per-conversion.
What is the Pricing model used with Ad Extensions?
CPC - COST_ PER _CLICK_BIDDING * You can decide the maximum amount you'd like to pay for a click by setting a cost-per-click (CPC) bid * Google charge you the same amount each time a customer clicks any link on your ad, regardless of whether the link clicked is the headline of your ad or the link promoting your deal.
COST PER THOUSAND IMPRESSION - is available for what networks?
CPM bidding is currently available for the "Google Display Network - All features" and "Google Display Network - Remarketing" campaign types only.
CPM Cost Per Imression Bidding you set bids at what level?
CPM bidding, like CPC manual bidding, lets you set bids at: o the ad group level, o or for individual placements
IMAGE - Ad extension - Call extension
Call Extensions - Connect users to your business directly by phone.
What are the Campaign Types you must select to be able Show on Display Network? (4)
Campaign Types to be able Show on Display Network If you have a different campaign type from the ones listed above, you won't be able to show your ads on the Display Network. • Search & Display Networks - All features" • "Display Network only - All features" • "Display Network only - Mobile apps" • "Display Network only - Remarketing
Different keyword "statuses"
Campaign paused, Campaign Pending, Campaign deleted, Campaign ended Ad group paused, Ad group deleted Paused, Deleted, Eligible, Below first page bid estimate, Disapproved, Site suspended, low search volume, rarely shown due to low quality score
Adwords Accounts are organized in ______ & _______
Campaigns & Ad Groups
How to change Keyword bids:
Campaigns > Keywords > "Max. CPC"
When Structure each campaign things your should think of are:
Campaigns set Around One GOAL - like increasing signups or selling more coffee beans. • Try separate campaigns by THEME or product line (exp: coffee beans, coffee gifts, teas). • use same structure for your campaigns as you do for your website. • Remember to keep your audience in mind. • Target only the LOCATIONS where you offer services, • Target the LANGUAGE in which your ads are written. o If international audience, split your campaigns by country. • Give each campaign an appropriate name - such as its goal. o This makes tracking and editing your campaigns much easier later
Campaigns that scale with performance usually meet the following conditions:
Campaigns that scale with performance usually meet the following conditions: •You can estimate your conversion value (e.g., you make an average of $50 profit per sale) •You understand how much time is needed before profits will be available to reinvest (e.g., you know that sales leads convert to deals in 3-5 weeks) •Your costs of servicing new customers remain stable or decrease as you grow (e.g., the more customers you gain, the lower the costs of supporting each new customer)
What happens to budget if change MIDDAY?
Campaigns will typically spend around 50% of their budget in the day's first half and the remainder in the day's second half. However, if demand for your ads happens to be greatest early in the day, you might spend 70% of your daily budget in the morning. If you made a budget change around noon, you might spend an additional 50% of your new daily budget in the afternoon, which could result in a total spend for the day which is slightly greater than either of the daily budgets which were in effect that day. This results from the fact that the system is designed to make up for low traffic days by slightly exceeding your daily budget on higher traffic days, as long we never exceed your monthly charging limit. If you've lowered your daily budget significantly, it's also possible that your ad distribution will slow significantly for the rest of the day.
What is the maximum number character a display URL can show? Normal Language ? Double-width
Can show up to 35 characters of your display URL due to limited space. can show up to 17 characters Languages that use double-width characters, ---Chinese (simplified or traditional), ---- Japanese, ===or Korean, we can show up to 17 characters of your display
Changing password for AdWords will also change?
Changing password for AdWords will also change the password sign in to all Google products.
How do you tell if an ad is working
Click-through Rate
Are Click-through rates (CTRs) and "DISPLAY Network Bidding?
Click-through rates (CTRs) are often lower on the Display Network • because it can be harder to get a reader's attention. • That's why Display Network bidding exists: to let you set a Maximum CPC bid for clicks that happen just on the Display Network. o You get more control over your costs and o you can make sure your bids fit the value you get from your ads.
ClickTAG parameter code for ActionScript 2:
ClickTAG parameter code for ActionScript 2: on (release) { if (clickTAG.substr(0,5) == "http:") { getURL(clickTAG, "_blank"); } }
ClickTAG parameter code for ActionScript 3:
ClickTAG parameter code for ActionScript 3: import flash.events.MouseEvent; import flash.net.URLRequest; // ...... someButton_or_displayObject_to_receive_mouseClick.addEventListener( MouseEvent.CLICK, function(event: MouseEvent) : void { flash.net.navigateToURL(new URLRequest( root.loaderInfo.parameters.clickTAG), "_blank"); } ); Replace someButton_or_displayObject_to_receive_mouseClick with the actual name of button that will receive the click.
WHAT TO MEASURE - (increase webstraffic) When you measure "Clicks and Click through rate to track and improve a campaign that's focused on traffic Clicks and CTR help you undertstand?
Clicks and clickthrough rate (CTR): These two metrics help you understand o how many people found your ad compelling enough to actually click on it and visit your website.
Measuring conversions is helpful for your business if you're trying to do the following:
Connect your ads and keywords to your business goals Boost your ROI See how customers interact with your ads across devices:
Ad Group
Contains one or more ads with a target set of keywords and/or placements
In the My Account Tab you
Control your personal information, a.Sign-in information and user preferences. b.Can use this tab to invite a friend or colleague to manage your AdWords account.
ENHANCED COST-PER-CLICK
Conversion Optimiser Lets you set either a target CPA or max. CPA Has full freedom to set your CPC bid for each auction May not work with some API-based bid management solutions
What is Conversion Tracking?
Conversion Tracking is a free tool that shows you what happens after a customer clicks on your ads - whether they purchased your product, signed up for your newsletter or filled in a form to receive more information.
How Conversion Tracking Works and is Set up? - Overview
Conversion Tracking works by adding a single snippet of HTML and JavaScript code to your webpage (without slowing it down, of course). Specifically, this snippet is placed on the page your customers see after they complete a conversion -- the "Thank you" page they see after a purchase, for example. Every time a customer clicks your ad on Google.com or selected Google Network sites, a temporary cookie is placed on the customer's computer so a conversion can be recorded when the customer reaches the conversion page.
When you use AdWords to increase conversions or sales, keep track of your conversions with a free tool called ?
Conversion Tracking.
AdWords TOOLS to help choose a KEYWORD BID
Conversion tracking is an advanced feature that shows you which keywords most often lead customers to take the actions that you want them to take (these actions, such as a purchase or newsletter signup, are called conversions). Tracking your conversions can help you decide whether to increase your max CPC for keywords that are performing well, and decrease it for those that are underperforming.
TYPES OF CONVERSIONS * 1-per-click - Explain * when would this metric be useful?
Conversions (1-per-click) count a conversion for every AdWords ad click resulting in a conversion within your chosen conversion window. This means that if more than one conversion happens following a single ad click, conversions after the first will not count. This metric is useful for measuring conversions approximating "unique customer acquisitions such as leads and sign-ups."
TYPES OF CONVERSIONS Conversions (many-per-click) - Explain *when would this metric be useful?
Conversions (many-per-click) count a conversion every time a conversion is made after an AdWords click, within your chosen conversion window. Conversions (many-per-click) will count multiple conversions per click. This metric is useful for measuring conversions that are valuable every time that they happen such as purchases.
ENHANCED COST-PER-CLICK If you choose the conversion bid metric that matters most to you on your conversion settings page, ECPC will focus on either Conversions ___________ or ______?
Conversions (one-per-click) or Conversions (many-per-click). If you care about maximising sales and track each sale as a conversion, you might choose - many-per-click conversions. For leads, such as a sign-up, you might pick - one-per-click.
COST PER THOUSAND IMPRESSION BIDDING - CPM - Overview
Cost-per-thousand-impressions bidding • Advertisers hope viewers will click their ad -- but that's not always the main goal. • Maybe you just want a lot of people to see your ad. = CPM bidding Cost-per-thousand-impressions (CPM ) is a good way to go. • Bid for your ad based on how often it appears on the Google Display Network. • Set the max amount you want to pay for ads, whether they're clicked or not.
CPA
Costs/Sales CPA should be less than profit made from each acquisition
STEPS - Track Conversions Across Devices
Cross-device Conversion Tracking is readily available in AdWords, if you've already set up Conversion Tracking. Just look to the Estimated Total Conversions column on the Campaigns tab of your AdWords account.
What happens when a customer clicks on a breadcumb link?
Customers can click an individual breadcrumb link to quickly navigate to the page or section of your website that they find relevant.
MOBILE ADS - What is the difference between Text on High-End Mobile versus Desktop Computers
DIFFERENCE IS: - show more ads per page when someone's searching on a desktop computer, - and fewer ads per page when someone's searching on a mobile device.
Bidding Options You choose for you campaign will depend on?
Depending on which networks your campaign is targeting, and whether you want to focus on getting clicks, impressions or conversions, you can determine which option is best for you.
Writing - Step 3
Designate display and destination URLs
CONVERSION INFORMATION YOU CAN MEASURE How can you use the " DESTINATION URL" to measure the conversion.
Destination URLs: You can see which Destination URLs are leading to the most conversions on the Dimensions tab of your account. Just click the View button, then select "Destination URL" from the drop-down menu, and make sure that you've added the conversion columns to your data table.
Writing - Step 2
Develop your description text description should convey both key details and benefits of your product or services
Keyword Matching Options
Different ways a keyword might trigger an ad. These include Broad Match, Phrase Match, Exact Match, and Negative Match
Image - Conversion - Dimension Tab / Drop Down View
Dimension Tab / Drop Down View
Dipping into your daily budget for other days in the month helps_______________.
Dipping into your daily budget for other days in the month helps your campaigns reach their potential.
Keep in Mind - AdRank and Display Network
Display Network -AdRank •B/C diversity of websites on the Google Display Network, •Average position may be less useful in optimizing for performance on this network. • If you want to measure performance on the Display Network, - focusing on metrics such as conversions and ROI.
If the Network your campaign is set to Display Network ONLY is selected where are your ads eligible to show?
Display Network only • ad will show on Google's network of partner websites • as well as on Google sites like Gmail, YouTube, Blogger, and Google Finance.
Explain when the "Display URL in Text ads are enhanced with website links what do they show?
Display URL of your text ad includes a set of links that show the locations of pages on your website. "breadcrumbs"
Double Serving
Displaying more than one ad for the same company at the same time
Explain DOMAIN DISABLING- when ad violates policy
Domain disabling: We may suspend websites that violate this policy, meaning that the website can no longer be advertised with AdWords until the problem is fixed.
TIP - Automatic Bidding CPC - EVALUATE COST AND REVENUE
Don't have the time to evaluate your bids? Let Google do the work for you. With automatic CPC bidding, you set a daily budget, and AdWords will help adjust your cost-per-click bids to receive the most possible clicks within your budget. Or if you have specific performance goals in mind, try flexible bid strategies to have AdWords adjust bids based on your goals.
ENHANCED COST-PER-CLICK Specific Characteristic of ECPC (vs Conversion Optimiser)
ECPC Works with all your campaign settings and max. CPC bids Can raise bids by up to 30 per cent Works with third-party bidding systems
What is a "SHARED" Ad extension
EXISTING EXTENSION ALREADY HAVE - * If you've already created an ad extension in another campaign in your account, you can choose to use that existing extension (this is known as shared extensions) * You can also share multiple types of extensions. EXP _ call and offer extensions in one campaign, you can share extensions for both types in a new campaign.
What happens to the statistics of an ad that is "Resubmitted for Review" ?
Editing your ad is the same as deleting your original ad and creating a new one, so any statistics for that ad will be reset to zero when resubmitting your ad this way
"Types of Campaign Status" you can have are (7)
Eligible Paused Deleted Pending Ended Suspended Limited by Budget You can place your mouse over the bubble next to this status to see your "Recommended budget."
Statuses that can allow your ad to run with limitations:
Eligible - Ad is still being reviewed, but it can show on Google search pages in the meantime. Approved (limited) - Ad can run, but not in all situations due to policy restrictions, such as those around trademark use and gambling ads. Approved (non-family) - Ad can run, but not in all situations, due to restrictions on content that we consider "non-family safe". Approved (adult) - Ad can run, but not in all situations, due to restrictions on adult content.
Different campaign "statuses"
Eligible, Paused, Deleted, Pending, Ended, Suspended, Limited by
How can you view the policy detail for each ad
Enable the "Policy Detail Column"
AdWords TOOLS to help choose a KEYWORD BID
Enhanced CPC is a bidding feature that looks for ad auctions that are more likely to lead to sales for you, and then raises your max CPC bid up to 30 percent to compete harder for those clicks. When it sees auctions that don't look promising, it lowers your bid. That way you get more sales and conversions out of the ad pounds that you spend.
TIP - If you're running several individual campaigns to make sure your ads show across different devices, What can you do to help simplify the way you manage your campaigns. .
Enhanced campaigns can help you simplify the way you manage your campaigns. With enhanced campaigns you can show your ads across all devices from within one single campaign. Learn more about enhanced campaigns.
ENHANCED COST-PER-CLICK - what is
Enhanced cost-per-click (ECPC) o (ECPC) is a bidding feature that raises your bid for clicks that seem more likely to lead to a sale or conversion on your website. o helps get more value from your ad budget. o Exp- Barbershop shaggy hair man walk by - big hello Bald man walks by - not so much hello
If you choose to decrease your bids, check your campaign a few days later to ensure
Ensure you haven't lowered your bids too much.
In the Billing Tab you
Enter and change billing details, a. see your entire billing history b. Print invoices.
Google Traffic Estimator
Estimate Traffic Budget
HOW BUDGET RECOMMENDATIONS ARE CALCULATED To take into account that search traffic and costs can fluctuate,your budget recommendation combines?
Estimates from each day separately. - This means that even if your business is cyclical - i.e. you typically see spikes in traffic throughout the week - the recommended budget relies on the average amount of traffic.
How does Google Decide which ad to show and thier order?
Every time an AdWords ad appears, it goes through what we call the ad auction, a process that decides which ads will appear and in which order
How many times a days does Google Calculate Quality Score?
Every time someone does a search that triggers your ad, we calculate a Quality Score.
EXAMPLE of MANUAL CPC BIDDING
Example Although your website sells a wide range of art supplies, you're most interested in selling paint brushes. With manual CPC bidding, even if your ad group has 15 keywords, you can choose to set a higher bid for only the keyword "paint brushes", which will apply whenever that keyword triggers your ad.
EXAMPLE - Focus on Clicks
Example If you run a hiking club in Cumbria, you might want to bid a lot for direct-hit keywords like "Cumbria hiking" and a different amount for broader keywords like "hiking maps".
EXAMPLE: MONTHLY CHARGING LIMIT
Example If your budget is US$10 per day throughout an entire month, the maximum you'd be charged is US$304 (US$10 daily budget x 30.4 average days per month) in that billing cycle
EXAMPLE - Using Keywords/Search terms
Example If your campaign has the keyword digital cameras on broad match, the report may show that your ads appeared for the search query "digital cameras London". If your business sells to people in London, you could add this phrase as a keyword in your account. If you don't serve London, you could add London as a negative keyword to make sure that your ad stops appearing on that search. By adding irrelevant search terms as negative keywords, you can help improve your click-through rate.
Example- If have monthly advertising budget, how to find daily budget?
Example Let's say you normally spend $304 per month on advertising. To figure out your daily budget, you'd divide $304 by 30.4 and would get a daily budget of $10. Using this example, here's how you'd figure out your daily budget: 304 / 30.4 = $10 per day (Monthly budget / Average number of days per month = Daily budget)
EXAMPLE - AD EXTENSON
Example Let's say you own a bicycle repair shop in Tokyo and Rie, a customer riding a bicycle near your store, gets a flat tire. When she searches for "bicycle repair" on her mobile phone, she'll see your ad with a location extension and phone number. She can click the phone number to call you right away for help, or click your address to find her way to your location.
EXAMPLE - Brand Awareness
Example Say that you work for a high-end Italian car manufacturer. You could create a video ad to showcase the new features of your latest model, the SuDuperRossa, and choose to run that ad only on websites for owners of high-performance cars, since they're part of your target demographic.
EXAMPLE - of Ad with good Quality Score
Example Suppose that Sam is looking for a pair of striped socks. And let's say that you own a website that specialises in socks. Wouldn't it be great if Sam types "striped socks" into Google search, sees your ad about striped socks, clicks your ad and then lands on your web page where he buys some great new striped socks? In this example, Sam searches and finds exactly what he's looking for. That's what we consider a great user experience, and that's what can earn you a high Quality Score. What's more, relevant ads tend to earn more clicks, appear in a higher position and bring you the most success.
Example of Contextual Targeting
Example Suppose you've created an ad group to advertise gourmet cookies, and it includes keywords like "dark chocolate chip cookies" and "nutella chocolate chip cookies." We use contextual targeting to identify and place your ad on Google Display Network sites that share the same themes. That means that your ad might appear on webpages about gourmet chocolate desserts, discussion groups for baking enthusiasts, or a newsletter about dessert recipes.
Example - Conversion Tracking
Example You have a website for your clothing store, and when customers submit their orders online, they see a "Thank you for your purchase"! Pages: You want to see which of your keywords - "blue jeans" or "buy designer jeans" - leads to more purchases, so you set up Conversion Tracking. First, you get a single snippet of code from AdWords that contains HTML and JavaScript. Then, you paste that code snippet in the HTML for the "Thank you for your purchase"! Pages: Soon, you start to see that customers who click on your ad with "buy designer jeans" as a keyword buy a lot of jeans. Meanwhile, you see that a few people click on the ad with "blue jeans" as a keyword, but none of them make a purchase. So, you decide to stop investing in the "blue jeans" keyword and put more money towards the "buy designer jeans" keyword, resulting in more purchases and a better return on your investment.
EXAMPLE OF AUTOMATIC CPC BIDDING
Example You have a website that sells a variety of art supplies, and your main goal is to bring more customers to your site. You have a set amount that you want to spend on advertising each month, and there isn't a particular product that you want to emphasise the most. Automatic CPC bidding lets you decide the overall amount of your budget, then we'll find you the most customers based on that.
EXAMPLE - SOCIAL ANOTATIONS
Example You own a restaurant and create a Google+ page for your business. You also create an AdWords campaign with some ads. When 100 people follow your restaurant's Google+ page, your ads show a social annotation that says your page has 100 followers.
EXAMPLE - CPM BIDDING - COST-PER-IMPRESSION
Example You're giving a free concert in Paris, and want to get as many music lovers to come as possible. You're running a campaign with vibrant image ads that share the date, time and location of the event - everything that a rock fan needs to know to turn up. As long as people see your ad, they'll know your whole message. CPM bidding can help you get it in front of as many eyes as possible.
EXAMPLE - CPC
Example o If think it's 25 cents to have someone visit your website, you can set US$0.25 as your max CPC. o Pay a maximum of US$0.25 when a person reads your ad and clicks it, Pay nothing if they don't click.
Give example how time zone can affect you biling cycle?
Example: Budget set 24-hr schedules • Google Recommends set Local time zone so budget cycle ends when your day ends • If Set Up in ERROR - Wrong Time zone o time zones may be changed up to one time over the life . To request such a change, please contact us.
EXAMPLE of CPA Target?
Example: If a remote-control helicopter sale is worth $50 profit and any CPA below that is profitable, a $10 CPA target can help achieve a consistent $40 profit-per-sale (after advertising costs).
EXAMPLE - Scaling by Performance
Example: If you're running a profitable campaign with an average cost of $750/day, you don't need a daily budget limit of $10,000/day. A daily budget limit between $1,000-1,500/day allows for flexible traffic growth while helping protect you from dramatic increases in spend.
EXAMPLES of Google plus URL
Examples ◦URL with a number ID: https://plus.google.com/1234567890 ◦URL with a brand ID: https://google.com/+GoogleBusiness
Google Restricts the following coded behaviors:
Extra calls: Ad code cannot make external server calls for additional JavaScript or other functionality. All functionality must be localized to the code itself. Tracking bypass: Ad behavior cannot be changed to avoid or eliminate the AdWords redirect URL. Destination changes: Ads should direct users to a web page with the appropriate destination URL. It should not open the destination URL within the ad iFrame itself. Integrated audio: Ads may contain user-initiated audio only. Cursor behavior: Ads may affect or change a user's mouse cursor (arrow) within the parameters of the ad, but the user should be able to stop this interaction if it's non-user initiated or it should auto-stop after 5 seconds. Random numbers: Ads may not include code that generates or uses random numbers. Other disruptive behaviors: Ads may not be designed or coded to circumvent the basic and usual AdWords flow. This includes (but is not limited to) the ad being displayed normally to users, Google registering the impression, and a click directing the user to the destination URL indicated by the advertiser in their AdWords account. For more details on Flash, including detailed technical specifications, refer to the official Flash help center.
True/False lower CTR on Display Network affects Quality Score of ads for search
False. lower CTR on Display Network DOES NOT affect Quality Score for ads for search
How can you Filter campaigns to view "all," "all enabled," or "all but deleted"campaigns
Filter campaigns to view "all," "all enabled," or "all but deleted"campaigns(see pic pdf pg 89) If you have a lot of campaigns in your "All online campaigns" page and you only want to see the campaigns that are active, or all but deleted, click the "All campaigns" dropdown button under the Campaigns tab to filter by "all enabled" or "all but deleted" campaigns respectively.
TOP PAGE BID ESTIMATES: "Keywords" * Is used if advertiser want to? Find keyword bids for TOP of page ad position (*GO BACK TO ADWORDS READ)
Find keyword bids for TOP of page ad position o If your goal is to have your ad in the top spot on the first page, o top of page bid estimates will show : *An approximate CPC bid needed for your ad to appear above the first page of Google search results when a search query exactly matches your keyword. o This estimate is similar to the first page bid estimate. Learn about viewing top of page bid estimates.
In the Opportunities tab you
Find keyword, bid, and budget ideas can help improve campaign performance. *Campaign Bid Simulator
STEPS - How to create a MCC Account? Multiple Client Center Account (IMAGE see online "Using My Client Center in the fundamentals review section)
Follow these four basic steps: 1.Visit http://www.google.com/intl/en/adwords/myclientcenter/ and click "Sign up now" in the top corner. 2. Choose an entirely new username and password. We suggest picking a username and password that are different from any you've used with AdWords before. 3. Set general information, such as a name for your account and how you plan to use the account, as well as a new time zone and a new currency. 4. Accept the rules of use, and you're done. You've got a brand-new MCC account!
Are Click-through rates are often higher or lower on the Display Network,
Lower beacause it can be harder to get a reader's attention
For CTR, it's also very important to focus on what kind of keywords
For CTR, it's also very important to focus on negative keywords to prevent impressions that aren't likely to lead to a click. Along with negative keywords, consider trying different keyword matching options like phrase match to reduce the number of irrelevant searches.
How does Google Instant help users
For User • Look down see results (LOL - don't have to press enter • Let you refine search as you type • adapt search with more precisions
EXAMPLE: - Prioritizing business objectives for campaings
For example, consider managing a campaign with the following objectives: •Aim for ad positions 1-3 •Maximize profit •Maximize conversions •Maximize clicks You might discover that your most profitable CPC bids come from ad positions that are outside the top three.
EXAMPLE: AdWords uses a monthly charging limit to prevent you from accidentally getting overcharged
For example, if your daily budget is US$10 per day, and you've accumulated US$15 in costs on a given day, you'll only be charged US$12. AdWords uses a monthly charging limit to prevent you from accidentally getting overcharged
OPTIMISE KEYWORDS FOR BETTER ROI For keywords that show a profit, you would..... For keywords that aren't profitable, you would .....
For keywords that show a profit, increase the bid to increase exposure and generate more traffic. For keywords that aren't profitable, decrease the bid to lower your costs.
When using automatic bidding, if you want more control over your bids then,,,
For more control over your bids, you can set a CPC bid limit if you don't want to exceed a particular price per click.
Lower bids, likely to improve ______ but recieve_________
Lower bids, likely to improve its ROI, but receive fewer clicks and conversions.
Do all all advertisers have to pre=program breadcrumbs inorder for the links to show up next to the display url in the Text Ad?
For some advertisers, Google Automatically add breadcrumbs to ads that appear at the top or bottom of Google search results, helping to make your ads more relevant to customers.
Image - Automatic Offer Extensions
For some advertisers, you might see that your ad's been enhanced with an automatic offer extension * A link hat's labeled "View this ad's deal."
What is an Automatic Offer Extension? - Why does google do this
For some advertisers, you might see that your ad's been enhanced with an automatic offer extension * A link hat's labeled "View this ad's deal." Google automatically add this link to your ad, allowing you to promote a deal that's mentioned in your ad text with a link to your landing page and giving customers another reason to click your ad.
How to enter your Google+ page URL How to format the URL
Format your Google+ page URL like the one below, with just the domain (green) and number or brand ID (grey): https://plus.google.com/1234567890 Remove any extraneous characters like "/" or "/about."
IMAGE- HOw to set Budget
From Campaigns Settings
From what tab can you edit individual ads and/or directly and create new ads
From your Ads tab, - edit individual ads directly and create new ads based on existing ads.
TIP - Get Recommendations - Budget
Get a recommendation. AdWords shows recommended budgets for campaigns that repeatedly meet their daily budget but have the potential to earn more clicks and impressions. Learn how to find your recommended daily budget.
example Display Network sites
Gmail Youtube Blogger Google Finance
EVALUATE COST AND REVENUE EXAMPLE - For instance, to see how many clicks you're getting per keywords and how much they cost,
Go to KEYWORDS TAB - in your account. Try filtering your keywords by click-through rate to see which keywords get you a lot of impressions, but few clicks. If your goal is to generate sales, these are the keywords that are probably not working so well.
Steps- how to enable the Policy details column:
Go to the Ads tab in your account. 2. Click the Columns button in the toolbar above the statistics table. 3. Click Customize columns. 4. In the Attributes section, click Add next to Policy details. 5. Click Apply.
Tools to analyze customer activity
Google Analytics Goals and Transactions AdWords Conversion Tracking
Name a few of Specialized Google Services users can also search?
Google Image, Google News, Google Maps, YouTube
What is Google Instant?
Google Instant helps people find information faster by showing relevant results as they type a search term on Google search. 1. Someone starts to type 2. Automatically popular search that begins with those letters. 3. An algorithm tries to predict what the rest of the term i. Turkey
How does Google Instant improve you campaign performance?
Google Instant might increase or decrease your overall impression levels. However, Instant can improve the quality of your clicks since it helps people search using terms that more directly connect them with the answers they need. Therefore, your overall campaign performance could improve.
example Search Network sites
Google Search Shopping Maps Images Groups AOL
How does Contextual targeting work
Google analyzes the content of each Display Network webpage or URL, •Considering the site's --text, language, link structure, page structure, and more •Determine the central theme of each webpage •Keywords - Match this theme to your ad using: --Your keywords and topic select --language and location targeting and other settings •Sometimes, we might show ads when keywords match the content of pages a person has recently browsed. •Automatic Placements: AdWords uses contextual targeting to automatically place your ad on sites based on your keywords, •Managed placements websites or webpages that you manually add to your ad groups.
Content Requirement - Family status
Google assigns a family status to all ads to make sure that ads are shown to an appropriate audience. Image ads and the content they point to must be "family safe." Any image ads and their associated websites cannot contain "non-family" or "adult" content.
How does Google determines which ads appear in which positions?
Google determines whose ad will appear based on Ad Rank
What are Click Tags? How/Why is it used in Flash Ads
Google doesn't allow Flash ads that don't support the clickTAG variable. The clickTAG is the tracking code assigned by Google to an individual ad. It allows Google to register where the ad was displayed when it was clicked and helps advertisers determine the effectiveness of their campaign.
Content Requirements - Mimicking site content, news articles, or text ads
Google doesn't allow ads that mimic publisher content or layout, or news articles and features. Ads may also not contain screenshots of Google AdWords text ads or otherwise simulate an AdWords text ad in any way.
Content Requirements - Strobing and Flashing
Google doesn't allow strobing, flashing backgrounds, or otherwise distracting ads.
Trick to click (display ad builder ads)
Google doesn't allow the following ad behaviors that might trick a user into clicking the ad: Ads can have mock animated features or icons as long as the functionality works or the purpose of these features can be achieved on the landing page
What Tracking event constraints do Image Ads Flash ads have?
Google doesn't allow the specific tracking of user interactions that don't involve clicks. Tracking parameters that are not allowed include: * View-through tracking * Key-modifier tracking * Mouse location tracking
What two Networks does Google have where your ads can run:
Google has two networks where your ads can run: the Search Network and the Display Network.
Explain what it means when google Over Delivery of your ad?
Google may allow up to 20% more clicks in a day than your daily budget specifies.
Goolgle may charge a "Service FEE" if
Google may charge you a service fee if your campaign targets interest categories on the Display Network. If you're charged a service fee, then your maximum bid is reduced before the auction and the fee is added to the closing auction price.
What happens if your display URL is longer than the maximum character length?
Google will shorten your display URL when we show your ad.If your display URL is longer than the maximum character length,
Google's security standards - Conversion tracking
Google's security standards are strict. Only pages containing the Google conversion code are tracked through this programme. We use data encryption and secure servers.
Briefly explain how google+ and AdWords Ads work together when linked?
Google+ makes it easy for people to share web content. *When your Google+ page and your ads are linked, Google can show ENDORSMENTS for your business from your Google+ followers. These are called ANNOTATIONS.
Display Ad
Graphical ad format that includes Image ads, Flash ads, and animated .gif ads
Content Requirements - Graphical Layout
Graphical layout * Ads must take up the entire space of the image size you've chosen, * and they can't appear sideways or upside down. * Ads can't be segmented, * contain multiple copies of itself within the ad, * or appear to be more than one ad. Google also doesn't allow ads that expand beyond the frame or otherwise encroach on the website.
Picking the Right Keywords - Step 2
Group move your keywords into the ad groups where they're most relevant
Having a high Quality Score means googles system thinks?
Having a high Quality Score means that our systems think your ad, keyword and landing page are all relevant and useful to someone looking at your ad
What are some conditions that can make it more difficult for a campaign to scale with performance:
Here are some conditions that can make it more difficult for a campaign to scale with performance: •You have high fixed costs that make it difficult to estimate the profit value of a conversion (e.g. significant manufacturing costs) •You have supply or customer service limitations (e.g., you can't serve additional customers if you grow) •You have cash flow limitations (e.g., you have a $100 CPA for new signups worth $500 over 5 years) •You have sales tracking limitations (e.g., most of your sales are difficult to track because they're offline)
The Different Types of Ad Statuses are:
Here are the different types of ad statuses: (12) 1. Paused 2. Pending 3. Ended 4. Deleted 5. Under review 6. Eligible 7. Approved 8. Approved (non-family) 9. Approved (adult) 10. Approved (limited) 11. Disapproved 12. Site suspended
How does "Adwords Value Track" work?
Here's how it works: when a person clicks your ad and visits your website, ValueTrack can record certain information: - such as the site where the visitor clicked your ad, - the specific ad that was shown, - and the keyword that caused the ad to appear. To use ValueTrack, you'll add a special tag that we provide to your ad's destination URL.
What are characteristics of "High-End Mobile Devices"
High-end mobile devices, such as smartphones, * have full Internet browsers and can display websites similar to the ones you'd see on a desktop computer. * To compensate for the smaller screen size, these devices typically allow you to zoom in and out to more easily navigate around a page.
MOBILE ADS - High-end mobile image ads: * What is the difference *Most common size used?
High-end mobile image ads: These ads are similar to normal image ads that you'd see on a desktop computer. * However, the most common size for ads on mobile devices is the 320 x 50 banner.
A higher ad rank results in
Higher Rank = Higher Placement
6 Main Tabs of Adwords Account
Home > Campaigns > Opportunities > Tools & Analysis > Billing > My Account
ENHANCED COST-PER-CLICK How does ECPC know which auctions are promising?
How does ECPC know which auctions are promising? The AdWords system looks for: o patterns of clicks and conversions and compares them to your past results. o If certain search or keyword combinations lead to more sales, for instance, it will know. o That's Why to use ECPC you have to have conversion tracking turned on, because that's where the data comes from. o ECPC will increase your max CPC bid by up to 30 percent when it sees a good opportunity. o It'll also lower your max CPC by any amount (even more than 30 percent) if it determines a conversion isn't likely, so you'll pay less for clicks that convert less.
How is ECPC different from Conversion Optimizer?
How is ECPC different from Conversion Optimizer? o Both ECPC and Conversion Optimizer work to get you more conversions. The key difference: o ECPC works with the max CPC bid you set, never going more than 30 percent over it. o Conversion Optimizer needs no max CPC, though it does require a CPA bid. o Conversion Optimizer gives you the very best chance to improve your results, b o But ECPC provides a level of control and comfort that some people prefer
How its Used - The Google Network
How it is Used •For Each Campaign Choose Network Settings ; tell google where you'd like ad to show •-Google Search- , shopping or the entire Search Network *(including other Google search sites like Maps and Images, and search sites that partner with Google), •-Display Network-,Only •Or all networks.
Ad Delivery
How quickly your ads will show in a single day. -AdWords offers two choices for ad delivery- Standard and Accelerated
The "status" column from Ads Tab Displays?
How to interpret your ad status The "Status" column from the Ads tab displays information about the current state of your ad at the time you sign in. Here are the different types of ad statuses: 1. Paused 2. Pending 3. Ended 4. Deleted 5. Under review 6. Eligible 7. Approved 8. Approved (non-family) 9. Approved (adult) 10. Approved (limited) 11. Disapproved 12. Site suspended
STEPS - HOW TO TURN ON ECPC
How to turn on ECPC 1. 1.Sign in to your AdWords account at https://adwords.google.com 2. 2.From your Campaigns tab, click the name of the campaign you want to work with. 3. 3.Click the Settings tab. 4. 4.Find the Bidding and budget section. Next to "Bidding Options," click Edit. 5. 5.Find Enhanced CPC, and check the box reading "Use my conversion tracking data and bids to optimize for conversions."
Relevance
How useful the ad or keyword is to the searcher or audience
However, a monthly charging limit won't be used if ?
However, a monthly charging limit won't be used if your daily budget changes throughout the month, even though the 120% daily limit still applies. • For campaigns that are paused in the middle of the month or that otherwise don't run for the full month, • you may see discrepancies between your average daily budgets and your total charges.
If ads are only allowing show to certain users the status may be?
If Showing for Certain users: • Approved (adult) or Approved (limited),
Ads cannot show if your status is?
If ads CAN NOT Show • Disapproved or Site suspended
EXAMPLE- DESTINATION URL
If an estate agent's ad highlights flats for sale in London, the ideal landing page may feature all available flats for sale in London rather than the estate agent's homepage. Customers are much more likely to buy if they don't have to search your website to find what they're looking for.
CHOOSING YOUR BID *How frequent can you change you DEFAULT BID?
If certain keywords are more relevant than others for your business, you can: * choose to set different bids for them in order to increase your chances of having your ad appear when people search with those keywords. * With enhanced campaigns, you can also set bid adjustments to increase or decrease your bids based on whether someone is searching from a mobile device, at a certain time of day or from specific locations.
When trying to Find keyword bids for first page ad position FIRST PAGE BID ESTIMATES - will show you
If it's important for you to have your ad show on the first page of Google search results, o first page bid estimates will show you an approximate CPC bid needed for your ad to regularly reach the first page of Google search results when a search query exactly matches your keyword.
When is a scalable budget is worth exploring?
If you can estimate the value of a conversion for your business, a scalable budget is worth exploring.
How is a "Value-per-Conversion" a metric adwords has to maximize profit.
If you can estimate value-per-conversion for a given product or service It's a useful benchmark to define the upper limit that you can invest in advertising per conversion before becoming unprofitable.
Giving Access to others to your Awords Account
If you don't want to change the email address on your account, •you can allow other Google Accounts to access your AdWords account. •The account with access will have different abilities to edit or view account odepending on the level of access you give the account.
When or How should your account be set up to be able to set a Maximum CPC bid - Max Cost Per Click Bidding
If you use the cost-per-click bidding option,
Can you opt out of ad extension?
If you want to opt out of automatic offer extensions, you can let us know via this form. If you change your mind, you can always opt back in using the same form.
Conversion Tracking can helo you If you'd like to know?
If you'd like to know which of your keywords best leads to clicks and conversions, such as sales, AdWords Conversion Tracking can help you This free tool in AdWords can show you what happens after customers click on your ad EXP- whether they purchased your product, called from a mobile phone, or downloaded your app).
Example of Setting a frequency cap on impressions for Display Network ads..
If you're advertising on websites that see a lot of repeat visitors (like The New York Times), this helps you avoid showing your ad too much to the same folks.
If you're creating a brand new ad group, you'll see the "Display Network bid" field when?
If you're creating a brand new ad group, you'll see the "Display Network bid" field near the end of the process. You can enter your bid there.
You want to used the bidding model - mix of formats, cost-per-click (CPC), or cost-per-thousand impressions (CPM) bidding * you should create what type of campaigns? * how should you build ads?.
If you're focused on other AdWords video formats, CPC, or CPM bidding for your video campaigns --- you should create standard display ad campaigns and build your ads with the Ad gallery. --You should also use the Ad gallery if you want to use video and non-video ad formats in the same campaign. non-video ad formats in the same campaign.
Define Automatic Bidding Option: Who should use this option?
If you're new to AdWords (or if you're busy), we recommend this option. o All u have to do is set a daily budget, o AdWords system manages your bids for you, to bring you the most clicks possible within your budget
When is using Automatic CPC Bidding a better fit than Manual CPC bidding?
If you're not sure which keywords or placements are most profitable, or if you don't have time to devote to managing manual bids, automatic bidding is probably a better fit for you.
If you're showing your ad on the Display Network, you can set a CPC Bid particular to the Display Network only?
If you're showing your ad on the Display Network, you can set a Display Network Max. * CPC bid for clicks that happen just on the Display Network * Similar to how you would evaluate keywords, if your ads perform well on certain placements, you can consider raising the bid for those placements. * You can also set bid adjustments to increase or decrease bids for different targeting methods.
CHOOSING YOUR BID If you're unsure what bid to start with you should?
If you're unsure what bid to start with, try setting a max. CPC bid of £1. . This max. CPC bid will be applied to the keywords that you choose for your ad group.
If you're using manual bidding, by default your campaign what delivery method will you campaing be set to?
If you're using manual bidding, by default your campaign will be set to "Standard delivery"
When campaigns cost more than their daily budget that means ?
If you've noticed that the total daily cost of an ad campaign is more than the amount you budgeted for that day, that means your campaign is spending more of your budget on days with higher search traffic and less on days with lower traffic. o This way, up to 120% of your daily campaign budget can be used to show your ads on certain days of the week or certain times of the month based on fluctuations in traffic, but not more than you spend on your campaigns each month.
If ad gets disapporved before resubmit for review you need to?
If your ad gets disapproved, then you can make changes to your ad and/or website to make sure that they comply with our advertising policies. Once you do that, you can resubmit that ad to Google for another review. There are different instructions depending on whether you've made a change to your ad or to your website.
How do I resubmit my ad for review?
If your ad gets disapproved, you can resubmit it for review by simply editing your ad and then saving it. To avoid getting disapproved again, make sure that your ad complies with our policies and that you remove any references to unacceptable content before saving your ad. Here's how to edit your ad: 1. Visit your account's Ads tab. 2. Hover over the table row that lists the ad you want to edit. Click the pencil icon next to your ad, and you'll be able to edit your ad right there. 3. Click Save when you're done editing your ad. After editing and saving your ad, the Status column will change from "Disapproved" to another status like "Under review" or "Eligible." We review most ads within 1 business day. Some reviews may take longer because some ads require more complex review. What happe
How do I resubmit my ad for review?
If your ad gets disapproved, you can resubmit it for review by simply editing your ad and then saving it. To avoid getting disapproved again, make sure that your ad complies with our policies, and that you remove any references to unacceptable content before saving your ad. Here's how to edit your ad: 1. Visit your account's Ads tab. 2. Hover over the row in the table that lists the ad that you want to edit. Click the pencil icon next to your ad, and you'll be able to edit your ad right there. 3. Click Save when you've finished editing your ad. After editing and saving your ad, the Status column will change from "Disapproved" to another status like "Under review" or "Eligible". We review most ads within 1 working day. Some reviews may take longer because some ads require a more complex review.
If ads status is SUSPENDED in your POLICY DETAILS COLUMN where can you find more information about the policy which was violated?
If your ad has a Site suspended status, check your email for details about why your site was suspended from AdWords. The email will tell you the name of the policy that was violated, the site that's in violation and a link that points you to more information about that policy and how to fix the issue.
If ads status is APPROVED (LIMITED) in your POLICY DETAILS COLUMN you will see.....
If your ad has an Approved (limited) status, you'll see details about why that ad is limited to a certain audience.
When can you RESUBMIT AN ENTIRE CAMPAIGNS FOR REVIEW
If your ads were disapproved for issues with your ad's destination URL, you may have the option to use a link in your account to resubmit all eligible ads within that entire campaign. For example, if your ads were originally disapproved because your landing page was temporarily down, then you can use this option to resubmit that campaign once your web page is back up again. NOTE: that this option is only available for ads that have been disapproved for certain issues relating to your site or Destination URL.
TIP - Keyword Bid
If your campaign targets only the Display Network, we suggest setting ad group bids for all your keywords. We also encourage you to set specific bids for your keywords based on how they're performing. If you use Display Network bids, they'll override any of the individual keyword level bids.
Steps - Setting a Display Network bid
If your campaign targets the Search and Display Networks: 1. Click the campaign name. 2. Click the Ad groups tab. 3. Look for the column titled "Display Network Max CPC." 4. Each ad group row will have one of the following: a. an existing bid (if you've set one) b. the ad group bid (which appears greyed out, if you've set manual bidding for your campaign but have not set any specific bids) c. the word "auto" (if the campaign has an automated bidding strategy, such as Conversion Optimizer) 5. Click directly on the bid, and a box will open where you can type your new bid. Keep in mind that you can't click an ad group bid or a bid that has been set to "auto." 6. Enter the bid, then click Save.
EXAMPLE OF - How Budget recommendations are calculated?
If your current daily budget is £10 and we see that it would need to be £100 to capture all possible traffic, your recommended amount may be less, such as £20 (the amount can vary depending on your current budget and potential traffic).
When Bidding you would FOCUS ON CLICKS if - * Your Goal is * You Pay when
If your main goal is to have people visit your website, then clicks are a good place to start. o Use cost-per-click (CPC) bidding and pay only when someone actually clicks on your ad and comes to your site.
Image Sizes in other Regions Countries
Image ad sizes that you can use, depending on the region where you show your ad. These ad sizes are available for non-animated image ads, animated image ads, and Flash ads.
Image Ads - Policy what are they?
Image ads are ads that appear with a picture. The rules that apply to text ads generally apply to image ads too.
Content Requirements - Relevance and Quality
Image ads must be relevant to the advertised site. Ad images must be clear and recognizable, with legible text. We don't allow unclear, blurry, or unrecognizable images to be used in ads.
MOBILE ADS - WAP MOBILE ADS * What type of format ads are available?
Image and Text ads
In order to understand how Adwords Works what are some of the key-building blocks you must understand?
Important to Familiarize with: •keywords, placements, Ad Rank, bids, and Quality Score.
IMPORTANT - INFO ABOUT "Unlink an Account in MCC My Client Center
Important: If you unlink an account that was on Manager Defined Spend (MDS), all active and pending budgets will be disabled and the account's ads will stop serving within 30 minutes. You will not be invoiced for account activity that occurs after this point. However, you will be invoiced for any unpaid costs that were accrued before the account is unlinked. The account will resume ad delivery once it's linked to a new MCC and assigned a budget.
MEASURE BRAND AWARENESS Impressions may be especially important in branding campaigns beacuse....?
Impressions: Impressions are important to track in any campaign, no matter what your goals are. o But they can be especially important in branding campaigns, because they represent how many customers actually laid eyes on your ad. o You might not care whether they ended up buying anything from your site, but you do want them to remember that catchy new slogan you paid big bucks to develop and share with the world.
in cases where costs exceed the 120% cap how much will you be charged>
In cases where costs exceed the 120% cap, you'll still only be charged for the 20% over your daily budget.
Prioritizing business objectives The important of Business OBjectives and structure of the Adwords Account
In order to achieve your goals most effectively, it's helpful to prioritize your business objectives. You can optimize your AdWords campaigns to achieve many different goals, but tradeoffs are often necessary.
Where can you find average ad postion when logged in Adwords Account?
In your AdWords account, see what your average ad position is. 1.Sign in to your AdWords account at http://adwords.google.com. 2.Click the Campaigns tab at the top. 3..Look for the Avg. Pos. column in the statistics table. If you don't see this column in your table, you can add this column by clicking the Columns button in the toolbar above the statistics table Average ad position --You can also click the Ads or Keywords tab to see your average position by ads or by keywords. -To see how often your ads have appeared on the top of the page, on the side of the page, or on the bottom of the page, you can segment your data
Example 1: - $ have a 50 benchmark to asses profitability Ad group level profitability
In your AdWords campaign, you can use this $50 benchmark to assess the profitability of various parts of your account. Example 1: Ad group level profitability- three ad groups, each with its own CPA: • Ad group 1: 'Music mixing software' CPA: $35 • Ad group 2: 'Music production' CPA: $85 • Ad group 3: 'Music editors' CPA: $53 o At a glance, you can see that the first ad group is profitable with a cost of $35 o for a profit of $15 ($50 - 35). o If your campaign is reaching its budget, ad group is a good candidate for growth. o The latter two ad groups have a cost-per-sale higher than your expected profit of $50. o You'll want to take a closer look at their keywords, ads, bids, and other settings to bring them to profitability.
Ads with the "AD STATUS" - ENDED means
Inactive because it's past its scheduled end date. You can also see "Campaign ended" or" Ad group ended" from your Ads tab if the campaign or ad group that contains this ad has ended.
Ads with the "AD STATUS" - DELETED means
Inactive because you deleted it. Deleting an ad means that ads don't show or accumulate new costs until re-enabled. You also see "Campaign deleted" or "Ad group deleted" from your Ads tab if you deleted the campaign or ad group that contains this ad.
Ads with the "AD STATUS" - PENDING means
Inactive but scheduled to begin at a future date. You can also see "Campaign pending" or "Ad group pending" from your Ads tab if the campaign or ad group that contains this ad is pending.
Adjust your bids to increase your ROI if a keyword has a low average CPC but each click converts well, you may try ? Why?
Increasing its max. CPC bid. This could improve the ad's average position for that keyword, giving your ads more exposure and potentially increasing your ROI
Distribution Preference
Indicates whether or not your ads will appear on the Google Search site and/or the Google Content Network
How does Google Instant predict what ads to show.. How does it influence what ads to show? Flow...
Instant ad predicted: •Algorithm predicts text is shown in light grey in the search box, •search results and ads are automatically shown for that predicted term. •Ads - Google Instant won't change the way ads are served, ads and search results can show for a predicted search term. For example, if someone types "flow" into Google, an algorithm predicts that the user is searching for "flowers" (the predicted search term) and therefore displays search listings and ads for flowers. • Those results will continue to show unless the next letters that the user types lead to a different predicted term.
Ad Rationing
Is a feature of Google Adwords that spreads the delivery of your ads throughout the day so as to not exhaust the daily budget early in the day
Campaign
Is the first level of the AdWords structure. -A campaign consists of one or more ad groups and each ad group has a set of ads and keywords. -A campaign can represent a broad spectrum of products or services, where an ad group is focused on a single product or service. -For example you could have a "Headphone" campaign and within the campaign you could have a "wireless headphone" ad group, a "in-ear headphone" ad group and a "clip on headphone" ad group, each of which have keywords specific to that product category.
Click Through Rate (CTR)
Is the number of clicks an ad receives divided by the number of times that ad has appeared in a given time. -This gives a good indicator of ad performance. -A high CTR means an ad is performing well, a low CTR means poor performance. CTR=# of Clicks/# of Impressions
Split Testing
Is used to determine the best options for ads. By showing multiple ads over a course of time, split testing helps determine which ad texts, images, message and more are most effective.
For Google to determine a google landing page experience Questions keep in mind when designing your landing page to be - "TRANSPARENCY" are:
Is your business and contact information easy to find? * Are you upfront about any information that you're collecting from visitors? * Can people easily tell what'll happen when they perform an action on your site?
Example of general Questions you can ask yourself to see if you provide a good landing page experience is...
Is your landing page relevant to what a visitor is looking for? Is it easy to find your contact information? Is the page itself easy to navigate?
NOTE: about maximizing profit
It's easier to pick a CPA target that will be profitable than one that maximizes profit. To understand why, consider the example above where any CPA target below $50 is profitable. Which CPA target is most likely to maximize profit: $20, $30, or $40? In practice, you can't know in advance. By testing different targets, you can learn which one achieves the optimal balance of profit-per-sale and sales volume. For a visual illustration, see the AdWords Bidding Tutorial. (YOU TUBE VIDEO)
About Changing Client Managers in MCC My Client Center
It's simple to move a managed account to another My Client Center (MCC) within your top-level MCC. If you need to move an MCC or a managed account with API-only access, please contact us and we can assist you. If you move an account on Manager Defined Spend (MDS) from one MCC to another, both MCCs must have access to the Manager Defined Order (MDO) funding the account for the ads to keep running. If the new MCC doesn't have access, all of the account's active and pending budgets will be disabled, and the account's ads will stop serving within 30 minutes. Ad delivery will resume when the new client manager creates a budget for the account.
When it comes to adgroups what does it mean to Keep Stuff Together that belongs together
Its helpful to create ad-groups on that reflect sections or categories appear on website •Adgroups = Keywords focusing on products like to sell -Keyword List in each adgroup tells Google show ads for products only on websites related to them.
What is the default bidding option?
Manual Bidding Option is the default option to let you manage your max CPC bids yourself.
Manual CPM COST PER IMPRESSION Bidding probably isn't for you if the goal of your campaign is ?
Manual CPM bidding probably isn't for you if the goal of your campaign is a direct response from customers, like buying a product or filling in a form.
TIP - Google Analytics to track conversions
Many AdWords advertisers use Google Analytics to track conversions. It's a free web analytics tool that helps you learn how your customers interact with your website. Learn more about the differences between Analytics and Conversion Tracking.
Measuring conversions is helpful for your business if you're trying to do the following: Connect your ads and keywords to your business goals an Example would be
Maybe you want people to view a particular page more, or you'd like more purchases. Conversion Tracking can show you which keywords are helping you meet those specific goals by connecting them to actions.
Return on Investment
Measured by how much you receive from your online marketing investment. An example would be if you spend $1000 on Pay Per Click ads and you make $2000 in profit from sales, then your Return on Investment would be 100% Calculated: ($2000-$1000)/1000=100%
What is Google Monthly Charging Limit?- Explain *How is it calculated?
Monthly charging limit • While the cost of your campaign can be 20% above your daily budget on any given day, • AdWords uses a monthly charging limit. • As long as your budget is consistent for an entire month, you won't be charged more than your daily budget multiplied by the average number of days in a month, o which is 365 days in a year ÷ 12 months or 30.4 days/month.
When can ad extensions be created? at what level/ (adgroup or campaing)
Most ad extensions are created at the campaign level. You can set up extensions while creating your campaign for the first time, or create new ones within an existing campaign. Certain types of extensions are upgraded with additional features, for instance, the ability to be created at the ad group level, or to show on your ads without any setup.
Where do ads with ad extension appear when on the search results page?
Most ads with extensions appear above search results. This placement often has higher costs-per-click (CPCs) than CPCs for ads that appear beside search results.
Most advertisers with branding goals are primarily concerned with creating brand awareness. o They may want to track what type of conversions
Most advertisers with branding goals are primarily concerned with creating brand awareness. o They may want to track conversions- like page views instead of purchases. Exp:- an advertiser that's introducing a new energy drink wants to create awareness and interest among as many sports enthusiasts as possible, and isn't necessarily concerned with selling actual bottles of the drink online.
Ad Variations
Multiple versions of an ad for a single product or service in the same ad group targeting the same keywords. -Ad variations let you test different ad copy to see what is attracting your target audience.
MCC - My Client Center Account - What is it?
My Client Center (MCC) account could save you time by letting you view and easily manage all of your AdWords accounts from one account. Having an MCC account lets you pull data, run scripts, and otherwise take actions across all your accounts.
If you campaign is using "Automatic Bidding" can you change your delivery method to Accelerated?
NO - It's not possible to use "Accelerated delivery" with automatic bidding.
Image - Creating a new ad group in a campaign
NO Campaigns - Click Create a new campaign and follow instructions Add ads to Adgroup &/or Keywords to Adgroup • clicking on your ad group's name, • Click on Ads or Keywords tabs.
Is an MCC Multiple Client Center Account an "UPGRADE" of an Adwords account?
NO! - an MCC account isn't an "upgrade" of your AdWords account. Instead, * it's an entirely new account you create.
Do oragnic results have bearing on the ranking of paid ad?
No
To add social annotiation on enhanced campaigns is there setups requirements?
No setup or management needed
Organic Search Positions (Rankings)
Non-paid search engine results. Organic search positions are calculated with complicated algorithms unique to each search engine.
What is the issue with using Flash in ads
Not all devices support Flash.
Measuring conversions is helpful for your business if you're trying to do the following: Boost ROI - you can do so by observing what?
Not all keywords are equal. But if you know which keywords bring you the most business and which ones don't, you can make smarter investments in those keywords and avoid the unhelpful ones altogether.
NOTE - CPA BIDDING COST-PER-ACQUISITION
Note If your campaign is already using CPA bidding and it drops below 15 conversions in the last 30 days, CPA bidding will remain enabled unless you turn it off. However, if you stop using CPA bidding, you won't be able to enable it until you've reached the requirement.
NOTE ABOUT ClickTag
Note that it's not necessary to specify the destination URL for the ad anywhere in this code; this is taken care of through the usage of clickTAG. Also, depending on the structure of your Flash ad, it may be necessary to prepend "_root." or "_level0." to "clickTAG" above, resulting in "_root.clickTAG" or "_level0.clickTAG". It is strongly recommended to upload the ad into your account and verify that the ad is behaving normally prior to it going live, allowing time for any necessary changes.
NOTE: Track Downloads of Andriod Mobile Applications
Note: Application download tracking for Android will only work if your links in Click-to-download or Mobile App Extension ads point directly to the Google Play Store. Third-party tracking URLs are not supported at this time.
AUTOMATIC BIDDING - is not available with campaign with what features?
Note: Automatic bidding isn't available with the following features: "Display Network only - Mobile apps" campaign type Bid adjustments based on day and time Campaigns that use shared budgets
CONVERSION INFORMATION YOU CAN MEASURE the Statistics you can measure are?
Number of conversions and cost per conversion: Conversion Rate Keyword Conversion Data See how customers interact with your ads across devices Destination URLs
Ad Auction
Occurs every time a search is performed to determine which ads will show for the query and in what order.
Click
Occurs whenever a user sees your ad and clicks on it. -Also known as Click Through
IMAGE - Ad extension - Extensions offer
Offer Extensions - Promote in-store coupons with your online ads
Overview of How "Off-line Conversion tracking" is set-up
Offline conversions If you'd like to track offline conversions, such as a sale over the phone or in your office, you'll follow steps for tracking and importing offline conversions so that you can view them in AdWords.
ACTUAL CPC - How ti Work?
Often pay less than your max CPC * AdWords auction, the most you'll pay is what's needed to rank higher than the advertiser immediately below you. Based on your Quality Score and Ad Rank Quality Score = is a measure of how relevant and useful your ad and landing page are to the people who see it. It's based on your click-through rates and other factors Ad Rank = combine your Quality Score with your max. CPC bid to determine ad rank Each advertiser's Ad Rank is then used to determine where the ad appears (or whether it appears at all).
Within the GOOGLE SEARCH NETWORK -On Google's Search Partner: Ads can appear? Names partners' sites / location of ad
On Google's Search Partner: Ads can appear alongside, above, or below search results on On other sites that are part of the Search Network (search partners): such as AOL.
When Flash ads are clicked with clickTag argument what should occur?
On any click, Flash ads should redirect to the URL specified in the clickTAG argument; there should be no other redirection in between.
About the MCC Dashboard - Performance Page
On the Budget page, you'll find information about start- and end- dates, percent of budget spent and total spend for each account.
MEASURE BRAND AWARENESS - Customer Engagement CTR - Click-through-Rate on the Display Network isnt as good because?
On the Display Network, though, user behavior is different, and CTR isn't as helpful. That's because customers on sites are browsing through information, not searching with keywords. Also, on a busy Display Network page, an ad has to compete more to get the attention of a reader than it would on a search page. It's more important to try to achieve a good CTR on the Search Network (1% or higher) than on the Display Network, where clickthrough rates are frequently lower. You may want to consider other measurements like conversions for Display Network ads.
About the MCC Dashboard - Performance Page
On the Performance page, you'll find stats on clicks, conversions and conversion rates, as well as separate columns for Search and Display Network CTR, allowing for easier comparison of performance based on network placement.
OPTIMISE KEYWORDS FOR BETTER ROI Once you have conversion data, you can identify
Once you have conversion data, you can identify and delete keywords that accumulate high costs but very few conversions.
Overview of MCC Manager Levels and Roles
Once you link a sub-level My Client Center (MCC) to your top-level MCC, you can manage the account in the same way that you currently manage individual AdWords accounts. To access a managed MCC, sign in to your top-level MCC. From here, you can navigate to other MCCs by doing one of the following: • Select the sub-level MCC from the "Jump to client" drop-down menu listed at the top of the page. Sub-level MCCs are denoted by asterisks. • Click the sub-level MCC from the managed account table. "Client Manager" will be indicated beneath Customer ID.
OPTIMISE KEYWORDS FOR BETTER ROI Once you understand the value of each keyword,
Once you understand the value of each keyword, you can also increase that keyword's profitability by adjusting its CPC or CPM bid.
Once you've established your branding campaign's goals you can choose__________ and mesasure success by _____________.
Once you've established your branding campaign's goals, you can choose the best places to show your ads, and then measure success by monitoring impressions, conversions, and other statistics. Generally, you'll want to try to place your ads in front of as many people as possible within your target audience.
When can you begin to Adjust your bids?
Once you've identified which keywords, locations, times and devices are leading to great sales, you can adjust your bids accordingly.
MEASURE BRAND AWARENESS - Impressions One way to really prioritize impressions is to create?
One way to really prioritize impressions is to create • a cost-per-thousand impressions campaign (rather than a cost-per-click campaign). • That way you'll pay based on the number of impressions your ads have received, rather than by the number of clicks they've gotten
Online or offiline actions such as (sign-up, purchase, downloading app, visiting a website are conversion because....
Online and offline actions are called conversions because a customer's click translated - or converted - to business.
Overview of How "Online Conversion tracking" is set-up
Online conversions To set up conversion tracking for your website, you need to generate the snippet of HTML and JavaScript code in AdWords. Then, you need to place the code on your website. See our set-up guide below for step-by-step directions.
Exact Keyword Match
Only shows your ad for that exact phrase. -If your exact match keyword was "yellow shoes" your ad would only show when that phrase was searched, and not when phrases like "blue and yellow shoes" or "yellow shoes for running" were searched
Phrase Keyword Match
Only shows your ad when that key phrase is searched with words in the specified order. Ads will appear in searches with the phrase plus words before or after it. For example if your phrase match keyword was "yellow shoes", your ad would appear for searches like "leather yellow shoes" or "blue and yellow shoes" but not for searches like "yellow leather shoes" or "shoes with yellow laces" because the phrase was broken
Which is the default ad rotation method?
Optimize for Clicks
Which ad rotation is likely to result in a better Return on Investment (ROI) Optimize for clicks or Optimize for Conversions?
Optimize for Conversion - Although this option may result in your ad group receiving fewer clicks than the previous option, it will likely receive more conversions, which can result in an improved return on investment (ROI).
Maximum Cost Per Click
Or Max CPC is a term used by Google Adwords to denote the most you are willing to pay for one click on your ad. However, this does not mean you will actually pay this amount. Other factors such as Quality Score and competition will play a factor.
Understanding the relationship between these layers of your account will help you
Organize your - Ads,- Keywords -and Ad Groups into effective campaigns that target the right audience.
GOOGLE ADVERTISING PRINCIPLES - are
Our advertising requirements can be summed up by Google's Advertising Principles shown below. To promote a safe and positive experience for our users, each ad is reviewed based on these advertising principles: * User Experience * Safety and Security * Accurate Ads * Transparency and Privacy * Legal * Google's Brand
Over How many factors is an ads "Relevancy determined by?
Over 200 Factors ---Example Page Rank for a Giving Page o Measure of the importance of page based on incoming links from other pages
HOW BUDGET RECOMMENDATIONS ARE CALCULATED After Adwords Reviews, how often your ad wasn't eligible to show based on your budget limitations.
POTENTIAL IMPRESSION + ACTUAL CTR + ACTUAL CPC •AdWords then compares: o this potential number of impressions * to how often someone actually clicks your ads (your clickthrough rate, or CTR) * and how much your clicks have actually cost (your actual cost per click, or CPC). This shows how much your budget would have to be to better accommodate the traffic available to you.
Two types of specific Display Network Sites should be aware of whichs ads can appear
Parked Domains and Error pages
Four of the "AD STATUSES" over which you have control are
Pause, Pending, Ending, Deleted
Paused ads are still subject to review
Paused ads are still subject to review Even If paused the campaign or ad group that contains this ad. Google reviews paused ads ensure: • they comply with AdWords policies and applicable laws, • approved so can run as soon as you unpause them.
Ads with the "AD STATUS" - PAUSED means
Paused: Inactive because you paused it. Pausing an ad means that your ads don't show or accumulate new costs until resumed. You can also see "Campaign paused" or "Ad group paused" from your Ads tab if you paused the campaign or ad group that contains this ad. Even when ads are paused, they're subject to review. We review paused ads to ensure that they comply with AdWords policies and applicable laws, and also so that ads that do get approved while under view can run as soon as you unpause them.
Default targeting options
People in, searching for, or viewing pages about my targeted location
How to do choose which "Ad Extentions to use or include with ad?
Pick an extension based on * what action you'd like people on the web to take when they see your ad, * and what type of information you'd like to promote.
Automatic Placements
Placements that Google finds automatically based upon keywords in your ad group.
Organize your Account Step 1
Plan your campaigns around your business needs. choose a budget, pick where your ads appear geographically, where your ads appear online, What does your business offer?
Where to look for additonal specs for animated ads, flash ads, and general ad content
Please check our "image ad advertising policies" for more requirements about animated image ads, Flash ads, and general ad content. Make sure you have the necessary permissions for the image you're using.
IMAGE - Budget limitation on a Profitable Campaign (2 of 3) The Impact of budget limitations on a profitable campaign, and why it often makes sense to optimize budgets before CPC bids.
Point (a): A sample starting point; profit is missed due to limited budget Point (b): Profit possible by optimizing CPC bids within a limited budget Point (c): Profit achieved by optimizing budgets first Point (d): Maximum profit achieved by optimizing CPC bids after budget
What is Policy Detail Column found under ads tab
Policy details column can show you information about which policies are affecting the approval status of your ads • Approved Limited • Disapproved • Or Suspended
You pay the loweset amount possible for the best position based on ________ & ___________
Quality Score and bid.
QUALITY SCORE - WHAT IS IT?
Quality Score is an estimate of how relevant your ads, keywords and landing page are to a person seeing your ad Each keyword gets a Quality Score on a scale from 1 to 10, where 1 is the lowest score and 10 is the highest. Google recalculate your Quality Score every time your ads are eligible for the ad auction, which can potentially happen many times a day. Rather than showing you different Quality Scores throughout the day, we show you a single Quality Score that gives you an estimate of that keyword's overall quality.
Ad Rank
Quality Score x Max Bid
Your landing page experience affects not only your Quality Score, but also your advertising costs and ad position.
Quality Score, but also your advertising costs and ad position.
How do you caluculate ROI - Return Over Investment ?
ROI = PROFIT ÷ Adwords Spend ROI is ($1200-$1000)/$1000, or 20%. if an investment of $1000 leads to sales of $1200, your profit is $200 and When ROI = 100 your breaking even • Higher = Making $
ROI - Return-Over-Investments Campaigns generally follow three Stages of Growth
ROI-driven campaigns generally follow three stages of growth: 1. Testing, 2. Growth, 3. and maturity.
. If a keyword has a high average CPC but clicks seldom result in conversions, you may try? Why
Reducing its max. CPC bid. A lower max. CPC bid is likely to decrease your ad's average position for that keyword, the number of impressions and clicks it receives and, = As a Result "Cost" Not only can this strategy improve your ROI on low-performing keywords, but it frees up part of your budget to invest in more valuable keywords. Over time, if it continues to perform poorly, you may wish to delete that keyword entirely.
Quality Score
Relevancy, Click Through Rate, Landing Page Relevancy, Links from other places to you blog, Keyword count
IMPROVE LANDING PAGE to improve your landing page quality and get better performance out of your landing pages down the road. "RELEVANT AND ORIGINAL CONENT"
Relevant and original content * Make sure that your landing page is directly relevant to your ad text and keyword. * Provide useful information on your landing page about whatever you're advertising. * Try to offer useful features or content that are unique to your site. * Consider adding reviews that show real opinions from people who've used that product.
Things to Remember when Resubmitting ad
Remember •Editing your ad is the same as deleting your original ad and creating a new one, o any statistics for that ad will be reset to zero when resubmitting your ad this way. •Also, resubmitted ads may get disapproved again. o Depending on the situation, o Repeated disapprovals may lead to your account getting suspended, so please think twice before resubmitting your ads.
EVALUATE COST AND REVENUE To answer these questions where in adwords account can you look? * What keywords lead to the most clicks on your ads? * What locations and devices are your customers searching from? * What are the peak days and times for business sales?
Reports in your account
NOTE: Resubmitted Ads May Get Dissapproved again
Resubmitted ads may get disapproved again. Depending on the situation, repeated disapprovals may lead to your account getting suspended, so please think twice before resubmitting your ads.
NOTE: WHEN RESUBMITTING ENTIRE CAMPAIGNS AND STATISTICS
Resubmitting your ads this way will not affect your ads' statistics. However, resubmitted ads may get disapproved again. Depending on the situation, repeated disapprovals may lead to your account getting suspended, so please think twice before resubmitting your ads.
AD ROTATION - If campaign is set to ad delivery "Rotate evenly" for more than 90 days?
Rotate evenly: Delivers your ads more evenly into the ad auction. -If ads in an ad group are unchanged for 90 days Campaign will automatically begin to optimize for clicks or conversions. i. Conversion = if campaign using Conversion Optimizer or Enhanced CPC, it will optimize ii. Clicks if not set to conversions
TOOLS AND STRATEGIES FOR OPTIMISING KEYWORDS SEARCH TERM REPORT- run a search turn report to:
Run a "search terms" report to see all the search queries that have triggered your ads. You can use this report to identify relevant queries driving traffic to your website and add them as new keywords. If you see any irrelevant terms, add them as negative keywords to your ad group or campaign.
Steps to Change Email Address
STEPS 1. Sign in to your AdWords account at https://accounts.google.com. 2. In the "Security" section, click Change email. a. Tab - Change your Password 3. Enter your new email address and your current password. 4. Click Save Note: Verifications of Password Change •Should receive a verification message at the email address you just entered. •complete the changes, click the verification link in message. •Should also receive a message at old email address confirming change of email sign in
Ad Groups
Same landing page and similar keywords
EXAMPLE - AD GROUP DEFAULT BID
Say you run a shop in Newquay and you've set a max. CPC bid of £1. You could use bid adjustments to increase your chances of showing your ad to customers in your neighbourhood. For example, you could set a +20% adjustment for nearby postcodes, resulting in a final bid amount of £1.20. Here's the maths: Starting bid: £1 Location adjustment: £1 x (+20%) = £1.20 Resulting bid for nearby searches: £1.20
Types of Ads Runned on *Search Network - * Display Network -
Search Network - primarily runs text ads, Display Network - runs text ads, colorful image ads, and multimedia ads o (like video or animation) o that can be particularly good for showing branding messages. o Display ads can create an emotional connection by using graphical, audio, o and video elements to tell a story that's unique to your compan
If the Network your campaign is set to Search Network ONLY is selected where are your ads eligible to show?
Search Network only- ad will show on Google search sites, o Google Search, Shopping, Maps, Images, and Groups, o as well as on search results on sites that partner with Google, like AOL.
Which networks have "Standard Campaign" as a type
Search and Display Network Search Only Network
Which Network for Campaigns will serve to the widest possible audience
Search and Display Networks
Which networks have "All Features" as Campaign sub-type
Search and Display Networks Search Network Only Display Network Only
How do Organic Search Results: -Appear -Matched to query -Ordered
Search results: •Appear - Middle of page on the Google page (see links to webpages) •Google Matches - links to webpages to a person's search based on text on the page and links to that page •Results ordered - by relevance to the search term and popularity •Search results are Independent of Google's advertising programs.
Measuring conversions is helpful for your business if you're trying to do the following: See how customers interact with your ads across devices:
See how customers interact with your ads across devices: Sometimes your customers click on your ad on one device, and then make their purchase on another device. These are called cross-device conversions, and you can see them in the Estimated Total Conversions column in your AdWords account.
CONVERSION INFORMATION YOU CAN MEASURE See how customers interact with your ads across devices: -"CROSS DEVICE COVERSIONS - explain
See how customers interact with your ads across devices: Sometimes your customers click on your ad on one device, and then make their purchase on another device. These are called cross-device conversions, and you can see them in the Estimated Total Conversions column in your AdWords account.
STEPS - to Selecting a standard or accelerated delivery method(see pic in 1 note)
Selecting a standard or accelerated delivery method 1. Sign in to your AdWords account at https://adwords.google.com. 2. Click the Campaigns tab at the top. 3. Under All online campaigns, click the name of the campaign to be delivered. 4. Click the Settings tab. 5. In the "Bidding and budget" section, click Delivery method (advanced). Note that the availability of certain settings, like this one, may depend on the campaign type you choose. Compare campaign types in detail and learn how you can change yours. 6. Next to "Delivery method," click Edit. 7. Select Standard (the default) or Accelerated o Select delivery method 8. Click Save.
IMAGE - Ad extension - seller ratings
Seller Ratings - Show your online business ratings in your ad
Privacy is also very important to Google. Google does the following to protect your customers' privacy:
Servers for conversion tracking and search results are separated. Conversion Tracking cookies persist for a limited time only. Conversions aren't isolated: - This means that you can't match conversion data to specific customers, just see overall data for ads and keywords. Conversion Tracking includes the option to notify customers about cookies: - During the set-up process, we'll help you create a notification box for your website that lets your customers know that they're being tracked. This is known as the Google Site Stats box, which appears on your conversion page -- the page customers see after they complete a conversion. Google Site StatsThis notification appears only for customers who've been referred by Google to your site. When customers click on it, Google tells them that they don't have to accept the conversion cookie if they don't want to and reminds them that none of their personal information is being recorded or used in any way. Customers will also have an opportunity to provide feedback about your website. Promote a clear privacy policy: - If you don't use the Google Sites Stats box, we ask that you review your website's privacy policy to make sure that it discloses your use of tracking technology.
Keyword-level CPCs
Set a separate max CPC for each keyword in an ad group. o For instance, if you know that people who search for "apple fritters" tend to buy more than people searching for "donuts," then you might bid $1.25 for each click on "apple fritters" and $1 for each click on "donuts."
COST PER THOUSAND IMPRESSION Ad group CPMs:
Set max CPM at the ad group level, o You'll have the same CPM for all keywords and placements in that ad group. Let's say you choose an ad group CPM of US$1.20. If your ad shows on a site that's associated with roses or tulips, or appears on a blog about flowers, • the max CPM is always US$1.20. • This is the easiest way to manage your CPM bids.
• Ad group CPCs:
Set the same max CPC for all keywords in one ad group. o If you choose a US$1 CPC, then that's your max CPC when someone searches for donuts, crullers, apple fritters -any of your keywords. The same bid applies to placements, if you're running your ad on the Display Network. This is the easiest way to manage your CPCs.
When settings CPC Bid Cost Per Click you set?
Setting a CPC bid o Enter the highest price you want to pay for a click. o Called your maximum CPC bid, or simply "max CPC." (unless you're setting bid adjustments, or using Enhanced CPC). o MANUAL BIDDING - CPC bidding lets you choose your own bid amounts -- that's called o AUTOMATIC BIDDING - set your max CPC for you. Tells google: "Set my max CPC bids to get me as many clicks as can for overall budget."
About Setting Bid Adjustments - on what type of campagins can this be done?
Setting bid adjustments: •With ENHANCED CAMPAIGNS you can set bid adjustments • Increase or decrease your bids when your ad is competing to appear on o - mobile devices, - in specific locations, - and at particular days and times. • Bid adjustments gives = -control over when and where your ad appears -are applied on top of your existing bids. •Customize your bidding strategy by setting multiple adjustments -that work together, -location and time of day, --- -or time of day and mobile devices.
Steps - for Setting the ad rotation for your campaign
Setting the ad rotation for your campaign 1. Sign in to your AdWords account at https://adwords.google.com. 2. Click the Campaigns tab at the top. 3. Under All online campaigns, click the name of the campaign to be delivered. 4. Click the Settings tab. 5. In the "Advanced settings" section, click Ad delivery: Ad rotation, frequency capping. Note that the availability of certain settings, like this, may depend on the campaign type you choose. Compare campaign types in detail and learn how you can change yours. 6. Next to "Ad rotation," click Edit to select a method for showing your ads 7. Click Save
If Keywords are more specific than general they can in turn help:
Show your ad to the people who are most interested in your product or service. -This improves your ad's performance -and helps your advertising dollars go further
Why you should organize your ads into ad groups and campaigns
Shows Ads Relevant to the searches of people you're trying to reach, oAD GROUPS = bundle related ads with related keywords. oCAMPAIGN =A collection of ad groups forms a campaign. Is the master control for your ad groups: • where you can choose how much you're willing to spend on clicks or conversions from your ads, • the networks and geographical locations where you want your ads to show, • and other top-level settings that affect clusters of ad groups. Splitting your account into two campaigns ensures that you can devote at least half of your online advertising budget to each product area.
Cost/Conversion
Shows how much a single conversion (purchase, e-mail signup, subscription, page view, etc.) cost. -Total Cost/# of Conversions
ADJUSTMENT TO YOUR BIDS TO INCREASE ROI EXAMPLE - Bids where locations ads are performing stronger you would.............. If recieving less foot traffic during a certain hours you could..........................
Similarly, consider boosting your bids in locations where your performance is stronger. Or if you tend to see less foot traffic to your shop during certain hours, you could increase bids for that time period and run ads with promotional offers to drive more people to your business.
Conversions (1-per-click)
Since multiple conversions can be completed after a single ad click, this number records only one conversion per click
Landing page experience versus Site policies SITE POLICIES - Overview
Site policies refer to the advertising policies that we use to evaluate your landing page (and overall website). If your landing page or website contains something that we don't allow, like malware or illegal products, we might suspend your website to protect our users. When a website is suspended, that means that you won't be able to advertise that suspended website until you remove any unacceptable content.
Search Partners
Sites within the Google Search Network that display Google AdWords ads
CHOOSING YOUR BID When Setting a CPC bid you should think about
So think about how much an ad click is worth to you
IMAGE - "Budget limitation on a Profitable Campaign (3 of 3) Conclusion: - why it often makes sense to optimize budgets before CPC bids.
So, in order to fully maximize profit, optimize your budget first (in other words, reach point c), then test different CPC bids to optimize profit (point d).
IMAGE - Ad extension - socal anontations
Social Annotations - Show how many Google+ page followers your business has on your ads
To sort your campaigns and ads where would you click?
Sort your campaigns and ads • Simply click the heading of the column you want to sort. • Columns can have different sorting rules. o Exp: campaigns are alphabetical or reverse-alphabetical order. o Columes with numerical statistics - sort by the largest or smallest numbers
Organize your Account Step 3
Split each campaign into ad groups at least three ad groups per campaign
SPECS on IMAGE AD DESKTOP: * supported ad sizes - Square *Can Appear where on page?
Square 250 x 250 Can appear at the top, on the side, or on the bottom of the page.
STAGE 1 - When Growing a Profitable Campaign the First Stage is_____ . What information will you grather during this stage? The Primary Goal during this stage is?
Stage 1: Testing New campaigns start out in the testing stage. You'll gather performance data to understand which o CPC bid, o keyword, o and ad combinations are working well for you. Primary Goal - In this stage, your primary goal is: to establish profitability by comparing costs to revenues. Once you achieve profitability, it's time to grow.
STAGE 2 - When Growing a Profitable Campaign the Second Stage is_____ . *-Duing this stage the Goal is: * You can Achieve Goal by: * If parts of campaign are no longer profitable after (above step) then you can try:
Stage 2: Growth GOAL - In the growth stage, your goal is: o to reach more customers while remaining profitable. You may be able to achieve this by: o increasing your AdWords campaign budget while leaving your CPC bids, keywords, and ad text the same. o If parts of your campaign are no longer profitable after you increase your budget, o try adjusting your CPC bids, keywords, or ads to regain profitability before you continue to grow.
STAGE 3 - When Growing a Profitable Campaign the Third Stage is_____ . *What needs to occur to reach this stage? *What are characteristics of this stage?
Stage 3: Maturity If your costs don't reach your AdWords daily budget and you're profitable, you've successfully scaled up to the traffic available. Congratulations! Here are some characteristics of this stage: o Your AdWords budget is high enough to show at all times so you don't miss an eligible impression. o Your daily costs, profits, and sales rise and fall with regular fluctuations in search volume.
What types of DELIVERY METHOD are there?
Standard and Accelerated
After set campaign's budget, have the option to choose one of two DELIVERY METHODS for ads: which are?
Standard delivery Advanced delivery
Standard Delivery: How it works: Who it's best for: What to expect:
Standard delivery (default method): •How it works: Google evenly distribute ad delivery across the entire day o (12 a.m. - 11:59 p.m.). •Who it's best for: best if ant to reach customers at different times throughout the day. o small budget o avoid spending entire budget in the morning. For instance, if you run a gourmet food delivery business, you'd want to make sure you reach customers at breakfast, lunch, and dinner. • What to expect: Since ad delivery occurs throughout the day o might not see your ad appear every time you look for it. (Remember, to see your ad in context, it's better to use the ad preview tool than to do a search on Google.)
For beginners new to Adwords advertising - Google Recommends to start with a budget of?
Start small. If you're a beginner, try a daily budget of US$10 to US$50.
Steps add Alternate Address
Steps: 1.Sign in to your AdWords account at https://accounts.google.com. 2.Click Edit next to "Email addresses." a.Add alternate email address 3.Add your alternate email address in the box next to "Add an additional email address." 4.Click save
Organize your Account Step 2
Stick to one goal per campaign use the same structure for your campaigns as you do your website
Contextual targeting by Keyword Example
Suppose you've created an ad group to advertise gourmet cookies, and it includes keywords like "dark chocolate chip cookies" and "nutella chocolate chip cookies." We use contextual targeting to identify and place your ad on Google Display Network sites that share the same themes. That means that your ad might appear on webpages about gourmet chocolate desserts, discussion groups for baking enthusiasts, or a newsletter about dessert recipes
Approval Ad Status - SUSPENDED ADS
Suspended Ads o Ads with this status are pointing to a suspended website, o Can't show until the issue is resolved. o A suspended website is a site that violates one or more of our policies.
Example 2 - Take Closer look at Unprofitable Keywords
Take a closer look at the unprofitable keywords: • Keyword 4: music production companies CPA: $230 * 'music production companies' is clearly unprofitable: $50 profit - $230 cost = $180 lost per sale. * Removing this keyword may bring the ad group to a point of profitability. 'learn music production' is unprofitable, but there might be hope. * Users interested in learning music production may want to use your software. * It'd be a great idea to break this keyword off into a separate 'learn music production' ad group with supporting keywords, ad text, and a landing page. If you don't have time to fully optimize, testing lower CPC bids may bring the CPA below $50.
Name ways you are is in Control of Targeting ads when on Display Network
Target still in control of your ad targeting •Narrow or expand focus changing the countries or regions for your campaigns. oYour ads appear DN based campaign location settings. •Choose specific websites where you'd like your ads to appear o Chose sites sites where you'd like to prevent your ads from appearing. • Select specific types of audiences to reach with your ads.
Average Position (Avg. Pos)
Tells the average position an ad appears in search results when that keyword is searched. -For example, an average position of 2.4 means that an ad usually appears between the 2nd and 3rd positions
Keyword insertion
Term used within the PPC advertising field allowing for dynamic insertion of a target keyword either into the headline or description of your ad text. This will prominently bold the keyword allowing for greater visibility and higher Click Thru Rates
Mobile Ads - What formats do High-End Mobile Ads come in?
Text ads Image Ads
The "Status" column from the "All online campaigns" page displays what?
The "Status" column from the "All online campaigns" page displays information about the current state of each campaign in your account at the time you sign in. -From this page, you can find the status of every campaign you've ever created.
Review of Ad Auction - 6 STEPS
The Ad Auction 1. The search 1.Jose searches for "pizza delivery," stomach growling in the background. 2.Ads are whittled down 2. The AdWords system finds all ads whose keywords match that phrase "pizza delivery" closely enough. 3. Ads whittled even more 3. From that set of matching ads, the system ignores any that aren't eligible, like ads that target a different country or are disapproved. 4. Ads are ordered • The remaining ads are shown, ordered on the page based on a combination of bid amount and quality (we call that formula Ad Rank). 5. Ads appear! • Jose sees relevant ads appear and orders the pizza of his dreams. 6. Repeat the process
What is the Ad Gallery in Adwords? How is it accessed
The Ad gallery is an ad creation tool that offers various display ad formats in different categories, including video. You can access the tool when you begin creating a new ad on the Ads tab on any page of your account.
In a nutshell, higher Quality Scores typically lead to lower costs and better ad positions.
The AdWords system works best for everybody - advertisers, customers, publishers and Google - when the ads that we show are relevant, closely matching what customers are looking for. Relevant ads tend to earn more clicks, appear in a higher position and bring you the most success.
AdWords TOOLS to help choose a KEYWORD BID THE BID SIMULATOR
The Bid Simulator runs "what-if" scenarios such as: "How many more impressions would I have received if I had raised my bid by £0.10?" so that you can adjust your bids to the right level for your budget. The simulator doesn't predict the future, but it does estimate the click, cost and impression data that your ads would have received over the last seven days had you set higher or lower keyword bids.
How is a "Conversion Optimizer" a metric adwords has to maximize profit.
The Conversion Optimizer allows you to automate CPC bidding for a desired CPA target.
What is Display Network?
The Display Network is a collection of: •partner websites and specific Google websites that show AdWords ads. Google Specific websites including Google Finance, Gmail, Blogger, and YouTube o mobile sites and apps
What is Actual CPC? How much do you pay$?
The Final amount you're charged for a click Pay no more than what's needed to rank higher than the advertiser immediately below you.
Describe overview of what "Google Display Ads are
The Google Display Network lets you place ads on a variety of news sites, blogs and other niche sites across the internet. • Text Ads on websites • Image Ads on websites • Video Ads on websites • Ads on Mobile websites
About the MCC My Client Center Dashboard
The MCC dashboard makes it easier to view a wide range of client account statistics from the highest level of your MCC account. Performance and budget statistics for client accounts are now shown on separate tabbed pages, providing a more comprehensive, top-level view of key stats across managed accounts. You can also now select time periods for viewing statistics, making it easier to limit your view of account statistics to a particular week, month, or date range. Keep in mind that you can only look at Performance Statistics for the last 90 days.
AdWords TOOLS to help choose a KEYWORD BID THE OPPORTUNITES TAB
The Opportunities tab in your account can help you identify which of your keywords seem to be good candidates for bid changes. Suggestions are for increased bids (to help capture more clicks) and decreased bids (to help lower your costs).
Display URL
The URL displayed in an ad. -This is not necessarily the URL of the page a visitor will arrive at after click
Destination URL
The URL of the page a visitor will be directed to after clicking an ad
A Benefit of using Adwords is "Relevance" from an advertiser persepective why?
The abily to Target Ads Users based on - user interests, - location, -demographic.
Conversion Types
The action completed to count as a conversion. -Email signup, purchase, subscriptions, etc.
Frequency Capping
The action of limiting the number of times your ad is seen by a unique user over a given time period on the Google Content Network. -This sets the number of impressions allowed for a day, week or month
Daily Budget
The amount you are willing to spend in a single day for a single campaign
Cost-Per-Click (CPC)
The amount you will pay for a single click on your ad.
Average Cost-Per-Click (Avg. CPC)
The average amount paid each time an ad is clicked. Cost of all clicks/# of clicks=Avg. CPC
Frequency
The average number of times an ad was seen by a unique user over a given time period
OPTIMISE KEYWORDS FOR BETTER ROI The bottom line for any keyword is
The bottom line for any keyword is how much value it generates compared to its cost
Google Content Network
The collection of sites and applications that display Google AdWords based on the content of the site
AdWords ESSENTIALS - The Auction - Define
The concept Every time an AdWords ad appears, it goes through what we call the ad auction, a process that decides which ads will appear and in which order. It's not like an art auction where the highest bidder always wins; instead, AdWords does something a little more interesting:
End Date
The date at which you would like your ad campaign to end. -An indefinite date can be set too.
The Goal that you can tell the "OPPORTUNITES TAB it to work with are: * * *
The goals that you can tell it to work with are: • Increase traffic: - Increase impressions and clicks, even if costs rise • Balance cost and traffic: - Raise impressions and clicks with moderate cost changes • Maintain or decrease cost: - Get as much as possible with your current budget
What are the main Compenents of Ad Rank?
The main components of Ad Rank are your bids and the quality of your ads, keywords, and website.
Impression
The number of times an ad has been shown
Impressions per day
The number of times an ad has been shown for a single day.
When creating video ads when do you chose between 1. Adwords for video or 2. Ad gallery depends on?
The one you use depends on which pricing model and ad formats you prefer.
Ad Ranking/Positioning
The order in which your ad appears based upon the keyword maximum bid and ad Quality Score
Ad Rotation Settings
The order in which your ads are delivered as it is only possible to show one ad at a time. -Google offers two ad rotation settings. -Optimize (default) delivers those ads that are the best performing more often. -This will likely receive more impressions and clicks overall, since they are more attractive and usually have better positioning -Rotate delivers ad more evenly
Conversion Page
The page at which the visitors completes the action to be counted as a conversion. -E.g. shopping cart, interest form, subscription form,etc.
Mouseover Rate
The percentage of time users mouseover an ad for 1 second or longer
Interaction Rate
The percentage of time users spent interacting with a display ad. For example, a video ad could have an interaction rate that is the percentage of times a visitor actually clicks on your ad to watch the video
Conversion Rate
The rate of which visitors or prospects take a desired action on your site. -Desired action steps can involve purchases, leads, contact form completions, newsletters, or email sign ups, registration for White Papers, etc. -Example: If 100 visitors come to your site and 3 signup for your monthly newsletter than your conversion rate would be 3%
The statuses related to your ad's approval or disapproval are?
The remaining types are statuses related to your ad's approval or disapproval. 5. Under review 6. Eligible 7. Approved 8. Approved (non-family) 9. Approved (adult) 10. Approved (limited) 11. Disapproved 12. Site suspended
What happens to budget if change MULTIPLE TIMES A Month?
The same calculation applies as the one for changing your budget mid-month.
The size and format requirements depend on?
The size and format requirements depend on where you plan to show your ad -- websites on desktop browsers or on mobile devices
Value of Each Conversions should be > or < than The amount you spent to get the conversion?
The value of each conversion should be greater than the amount you spent to get the conversion. EXP:-you spend $10 on clicks to get a sale, and receive $15 for that sale, you've made money ($5) and received a good return on your AdWords investment.
How should "clickTAG" be spelled?
The variable name must be spelled "clickTAG" (upper-case TAG; no space between click and TAG) and not "click tag," "Click Tag," or any other form.
IMAGE- "Budget limitation on a Profitable Campaign (1 of 3) How to Interpret Graph * Vertical Axis * Horizontal Axis
The vertical y-axis represents profit after advertising expenses. The horizontal x-axis represents lower CPC bids on the left and higher CPC bids on the right. Actual profit curves vary by keyword, ad text, landing page, and your profit-per-conversion.
Is there additional cost to include ad extensions with ad?
There's no cost to add extensions to your campaign but, as always, you're charged for clicks on your ad, as well as certain user interactions with ad extensions, such as clicking the call button.
MOBILE ADS - High - End Mobile Text Ads
These ads look like normal text ads that you'd see on a desktop computer.
Mobile Ads WAP MOBILE ADS - Image Ads How do they look?
These ads look like whatever image file you've uploaded.
The tools below can help you: • AdWords Editor, • The AdWords Application Programming Interface (API), • AdWords My Client Center (MCC), *Adwords Value Track
These tools can help you streamline workflow, build applications, and track detailed information about each click on your ads.
MOBILE ADS - WAP MOBILE ADS what is the difference of WAP mobile ads versus desktop
These websites are typically much simpler than the full-fledged websites you'd normally see on a desktop computer.
What you can do in your Campaigns and Ads tabs:
Things you can do: • See everything at a glance (exp: cost, clicks) • Sort campaigns and ads based on budget, clicks, and other statistics. • Make direct changes to campaigns and ads when click the pencil icon. • Drill deeper to the settings or keywords associated with a campaign or ad. • Make changes to multiple campaigns or ads through the Edit drop-down menu
DELIVERY METHOD - explain how does "Accelertated Delivery Method work?
Think of "Accelerated delivery" like jet fuel. o It's likely to use up your campaign's daily budget early in the day by showing your ads more quickly until your budget is reached.
Adwords My Client Center - You can think of it as what type of account? - because it enable you to do what?
Think of a My Client Center (MCC) account as an umbrella account with several AdWords accounts ("managed accounts") linked to it. With MCC, you can manage multiple AdWords accounts quickly and easily from a single location. Using an MCC account, you can
Why worry about the relationship between ad text and keywords?
Think of a rowboat and an oar, and the way that they work together to reach a destination. Good keywords can steer a tightly connected ad towards the right customers, boosting your clicks and CTR.
SPECS on IMAGE AD DESKTOP: * supported ad sizes - Large Leaderboard *Can Appear where on page?
This ad size can appear at the top, in the middle, or on the bottom of the page.
SPECS on IMAGE AD DESKTOP: * supported ad sizes - Wide Skyscapper *Can Appear where on page?
This ad size can appear on either the left or right side of the page
About TRUE VIEW In-DISPLAY VIDEO ADS
This format includes the following legacy formats: YouTube Promoted Videos overlay, promoted videos suggestions and related videos, and the Google Click-to-Play format. The video ad preview unit may vary in size. You can choose whether the video plays within the ad unit or when a viewer clicks the unit to watch the video on its YouTube Watch page.
Conversion Tracking tool in AdWords can show you what happens
This free tool in AdWords can show you what happens after customers click on your ad (for example, whether they purchased your product, called from a mobile phone or downloaded your app) By knowing this, you'll also get to know which keywords are good for your business, allowing you to invest more wisely and boost your return on investment (ROI).
CONVERSION INFORMATION YOU CAN MEASURE CONVERSION RATE * What it is? * How is it calculated? * For which networks are conversions counted?
This helps you track how many clicks lead to valuable actions like a sale or signup. The conversion rate listed in your account is the number of conversions divided by the number of ad clicks. Conversions are only counted on Google and our Google Network partners. The conversion rate is adjusted to reflect only the ad clicks on which we can track conversions.
Have you ever heard this saying about traditional advertising? o "Half the money I spend on advertising is wasted; the trouble is I don't know which half."-- John Wanamaker Why then, is this is often not a problem with online advertising? o
This is often not a problem with online advertising, o because success is much easier to measure. o You can isolate which parts of a campaign are: *- profitable and which aren't, o And then refine or remove the parts that aren't wor
Landing Page
This is the Web page that a searcher arrives at after clicking on an advertisement.
Keyword
Those phrases than an ad will be targeted at. When a targeted keyword is searched, the ad will appear.
What are the three types of messages you might see in your Adwords Account? Purpose?
Three Types of Messages in Adwords Account 1. Alerts, 2. Announcements, 3. Notifications PURPOSE: Sent to keep informed about account and new adwords features
Two Account Settings that cannot be changed in Google Adwords are?
Time zone and currency.
TIP - ABOUT AD AUCTIONS
Tip AdWords runs an auction every single time it has an ad space available - on a search result, or on a blog, news site or some other page. Each auction decides which AdWords ads will show at that moment in that space. Your bid puts you in the auction.
TIP - CPM TEXT ADS
Tip CPM text ads can have a special edge: when they win a placement, they're sometimes given the entire ad space, rather than sharing the space with other text ads. That makes them more likely to be noticed. For typical campaigns, a reasonable starting point for a CPM bid is somewhat higher than the CPC bid that you'd use for CPC text ads with the same targeting.
Tip - Column Sort Campaign by Status
Tip Click the heading of the "Status" column to sort your campaigns by status.
TIP - Google Privacy Security
Tip For the Google Site Stats notification, we recommend placing the image in the lower-right hand corner of the conversion page, no further than a quarter of the screen away from the last line of content.
Tip - word "auto" in the default bid column in the ad group tab
Tip If you can't click the word "auto", that means that you've selected "automatic bidding" in your campaign settings. Edit your bidding and budget settings to choose your own bids
TIP - Keyword Bid
Tip If you have a campaign that targets Google search and the Display Network, we use your keyword bid for both. We encourage you to keep this setting. However, if you prefer, you can set a Display Network bid that will override all keyword bids for the Display Network.
TIP - Ad Scheule
Tip If you want more control over when your ad appears, and if you've done some research about what times and days your customers click your ads the most, you can create a custom ad schedule to select these times and days to show your ad.
Tip - ECPC - Enhanced Cost Per Click
Tip If your campaign doesn't have conversion tracking turned on, opting into ECPC will have no impact on your bids.
TIP - COST PER THOUSAND IMPRESSION
Tip If your main goal is online sales or visits to your website, then cost-per-click (CPC) bidding may be a better option for you.
TIP - IMAGE ADS
Tip It's a good idea to include text in your image ad, such as a brief product description or a call-to-action to reinforce your ad's message. This also helps people realize they can actually engage with your ad, instead of assuming it's there for eye candy. See more tips for creating effective display ads Want to showcase your product images on Google search results? Consider creating product ads.
TIP - GOOGLE ANALYTICS / CONVERSION TRACKING
Tip Many AdWords customers choose to use Google Analytics for conversion tracking. It's a free web analytics tool that helps you learn about how your customers interact with your website. Find out what the differences are between Google Analytics and AdWords Conversion Tracking.
Tip - BIDDING OPTIONS
Tip Save time and effort on managing your bids by trying flexible bid strategies. You'll be able to apply bid optimisation more strategically to entire campaigns or specific ad groups and keywords (where applicable) of your choice. How to use flexible bid strategies.
TIP - Bid Adjustments
Tip You can also set bid adjustments to give you better control over when and where your ad appears. Bid adjustments can be set at the campaign level (for mobile devices, times, days and locations), and can also be used to bid more competitively for specific targeting methods (such as placements or interests) in your ad groups.
TIP -
Tip Your ad performance on the Display Network does not affect your rank for search ads. And lower CTR on the Display Network doesn't affect the Quality Score of your ads for search.
TIP - Once Achieve a Profitable Campaign
Tip: Even if your ads are able to show for every impression, you can still optimize CPC bids, keywords, and ad text to achieve even greater profit. See the AdWords Bidding Tutorial for more detail.
TIP - Clear Objectives
Tip: When managing a campaign for someone else, make sure they also understand the tradeoffs involved so everyone is clear on expectations. For example, is their business objective to keep CPA at a certain level, or is it to maximize profit? If it becomes clear that two objectives are conflicting with one another, which is more important to them?
TIPS - New to Adwords and setting keyword CPC
Tips New to Adwords and not sure what keyword bid amount to set? Many advertisers start with a max CPC bid of £1. When using automatic bidding you can easily switch to manual bidding which gives you full control to set the bid amounts yourself.
To give someone Access to Adwords Account its IMPORTANT to remember
To access your account, people must have a Google Account and can't already have access to another AdWords account.
To Achieve success with Adwords "Growing a Profitable Campaign" it is important to understand:
To achieve success with AdWords, it's important to understand: o when a campaign is profitable o and how to help it grow.
To Make Changes to All Google Products - Personal Info your personal name, nickname, country, or time zone ,,,,,,,,,,,,,,,
To change your personal name, nickname, country, or time zone for all your Google products: 1.Sign in to your Google Account at https://accounts.google.com. 2.Next to "Email addresses," click Edit. 3.Change your nickname, zip code, country, and time zone as you wish. The default choices for time zone are based on your choice of countries -- if you don't see the time zone you want, click the box next to "Display all time zones." 4.Click Save
To Change Privacy settings for all Google Products
To change your privacy settings: 1.Sign in to your Google Account at https://accounts.google.com. 2.In the navigation menu, select Profile and privacy. 3.To change these privacy settings, click the button next to the product whose settings you want to change. To see and edit the privacy settings for even more products, click Sign into Dashboard near the bottom of the page.
KEEPIING ADS FROM BEIGN REVIEWED - To create ads but you dont want them to be rivewed then its recommended to....
To create ads and not have them reviewed, you can create your ads offline using AdWords Editor and then upload them to your account when you're ready to have them reviewed
STEPS - To link a New Adwords Account in MCC My Client Center
To create an AdWords account and link it to your MCC: 1.Sign in to your MCC at https://adwords.google.com. 2.Click the Create account link above your managed accounts table . 3.Complete the form, and click Create account. 4.Click Create a campaign to create your client's campaign in the AdWords sign-up wizard. Then, return to your MCC to enter your client's billing information. You'll need to enter this information to activate your new managed account. You can also return to this step later by clicking the managed account in your main MCC view.
How we determine landing page experience 1. 2. 3.
To determine your landing page experience, we look at a number of different things, from the actual content on the page to the overall design of the page 1. Relevant and original content 2. Transparency 3. Ease of navigation
MOBILE ADS - To have your text ads run on mobile devices, just make sure
To have your text ads run on mobile devices, just make sure you've upgraded to enhanced campaigns. With enhanced campaigns, your ads can show on all devices, including smartphones and other mobile devices.
To help you navigate through this structure, of the ACCESS LEVEL in MCC -- Google will do what to help you know how many levels deep you are?
To help you navigate through this structure, a breadcrumb located at the top of each account page records how many account levels deep you are
MOBILE VISISTS YOUR PAGE
To prevent the AdWords system from accessing certain parts of your site, add the following to your robots.txt file:
STEPS - To prevent the AdWords system from accessing your site, add the following to your robots.txt file: STEPS - To prevent the AdWords system from accessing certain parts of your site, add the following to your robots.txt file:
To prevent the AdWords system from accessing your site, add the following to your robots.txt file: User-agent: AdsBot-Google Disallow: / To prevent the AdWords system from accessing certain parts of your site, add the following to your robots.txt file: User-agent: AdsBot-Google Disallow: /exclude/ (where exclude represents the directories that you don't want the AdWords system to visit)
To RESUBMIT AN FOR REVIEW you simply need to?
To resubmit a single ad for review, you just have to edit and save it. Your ad will then be automatically resubmitted to us for review.
...
To start with a simple example, say you are selling downloadable music-mixing software for $50. Your costs are minimal, so virtually all of the $50 is profit for each sale you make. In your AdWords campaign, you can use this $50 benchmark to assess the profitability of various parts of your account.
TIP - EVALUATE COST AND REVENUE - Conversion Tracking
To understand whether clicks are leading to actual sales, we recommend setting up Conversion Tracking for your account. This free tool shows you what happens after people click your ad, whether they purchased your product or signed up for your newsletter. With this information, you can calculate your actual AdWords return-on-investment (ROI).
STEPS - To unlink an account from your MCC:
To unlink an account from your MCC: 1.Sign in to your MCC at https://adwords.google.com. 2.Select the managed account you'd like to unlink. 3.Click "Arrange accounts." 4.Click "Unlink account(s)."
Adwords Value Track - To use Adwords Value Track you need to do what?
To use ValueTrack, you'll add a special tag that we provide to your ad's destination URL.
STEPS - Track Coversions on a mobile site with a phone number
Track Coversions on a mobile site with a phone number
STEPS - Track Transaction-Specific Value
Track Transaction-Specific Value
STEPS - Track Conversions on Website
Tracki Conversions on Website
Conversion Trackings which can be done are:
Tracki Conversions on Website Track Transaction-Specific Value Track Coversions on a mobile site with a phone number Track IOS mobile applications Track Downloads of Andriod Mobile Applications Track Conversions Across Devices
STEPS - Track Downloads of Andriod Mobile Applications
Tracking app downloads from Google Play doesn't require adding a code snippet. It can be done with no changes to your app's code. Simply follow the steps below. 1. Sign in to your AdWords account at http://adwords.google.co.uk 2. Click on the "Tools and Analysis" tab, and then click on the "Conversions" tab. 3. Click the "+ Conversion" button. 4. Name your conversion, select "App download" and click "Save and continue". Enter the package name. (You can find your package name by looking up your app in Google Play. It's the part of the base URL that identifies your application: "https://play.google.com/store/apps/details?id=<package_name>" 5. Click "Save and continue". 6. On the next screen, click "Done". 7. Your app downloads conversion data will now start showing up with the rest of your conversion data within 24 hours.
IMPROVE LANDING PAGE to improve your landing page quality and get better performance out of your landing pages down the road. "TRANSPARENCY"
Transparency Make it easy for visitors to find your contact information. Distinguish sponsored links, like ads, from the rest of your site content. Openly share information about your business and clearly state what your business does.
Content Requirements mean by Trick to click
Trick to click Google doesn't allow ad behaviors that might trick a user into clicking the ad: * Ads cannot pretend to be a system or site warning. * Ads cannot mimic or resemble Windows, Mac, Unix, or Chrome OS dialogue boxes, error message, etc. * Ads should be clearly distinguishable as ads and as separate from the page's content. * Ad background must have the distinct look and feel of an ad. * Ad product or offer must be clearly identified/promoted in connection with your brand, logo, or name. * On all ads with partially black, white, or transparent backgrounds, you must add a visible border of a contrasting color to the majority background color of the creative. * A single ad in violation will result in a minimum of campaign disapproval.
True or False: minimum Ad Rank required for ads above search results is generally greater than the minimum Ad Rank required for ads beside search results.
True
True/False Time zone selection will not affect the locations where your ad may show
True. Time zone will only affect internal account settings
TrueView ads can appear
TrueView ads can appear on both YouTube and other publisher sites in the Google Display Network for desktop computers and high-end mobile devices.
Creating an Image Ad What are the two ways to create an an image ad
Two ways to create an an image ad 1. Upload a standard image ad: If you have an ad file prepared, upload it in AdWords. 2. Use Ad gallery image ad templates: * You can also take advantage of available templates in Ad gallery to build a custom ad. * Use a mix of images you upload and images we provide in our stock image gallery, and edit the content of your image within the tool.
Possible "Approval" Status an Ad Can recieve are?
Under review Eligible Approved Approved (non-family) Approved (adult) Approved (limited) Disapproved Site suspended
Approval Ad Status - UNDER REVIEW means:
Under review • Ads are still under review and can't show anywhere yet.
What score or status does Google show you specific to your Landing Page Experience?
Unlike Quality Score, we don't give you a specific number that shows your landing page experience. Instead, we show you one of three statuses: * Above average, * Average * Below average.
Use Google tools to get custom bid estimates based on your: ________ and ___________
Use Google tools to get custom bid estimates based on your advertising goals and performance history. You can also set up automatic bidding to let Google do the work for you.
Use bid adjustments to increase or decrease bids based on your customer's : *_______ *_______ *_______ *_______
Use bid adjustments to increase or decrease bids based on your customer's device, location, time of day and more
TOOLS AND STRATEGIES FOR OPTIMISING KEYWORDS KEYWORD DIAGNOSIS- use keyword diagnosis to:
Use keyword diagnosis to see an in-depth view of your keyword's performance, including its Quality Score on a 1-10 scale. You might want to delete keywords with low Quality Scores and add more keywords that are more like those with higher scores. If you really want to run on those keywords, consider moving them to another ad group and test them with a new ad. If they still don't perform well after one month, delete them.
TOOLS AND STRATEGIES FOR OPTIMISING KEYWORDS KEYWORD TOOL - use keyword tool to:
Use the Keyword Tool to brainstorm ideas for keyword lists and find negative keywords while you're creating a campaign. Once the tool has generated some initial ideas, you can then enter the relevant results back into the tool to generate even more specific keyword ideas. Add relevant keywords to the ad group that focuses on that theme or product.
TOOLS AND STRATEGIES FOR OPTIMISING KEYWORDS TRAFFIC ESTIMATOR- run a search turn report to:
Use the Traffic Estimator to find keyword traffic and cost estimates to identify potential keywords. By knowing the estimated traffic for your keywords, you can also set appropriate keyword bids that will maximise your ad's exposure within the limit of your daily budget
Using an MCC account, you can do what?
Using an MCC account, you can: •Use a single login to access all managed accounts. •Easily view multiple managed accounts, including other MCC accounts, via a My Client Center view. •See relevant information for all managed accounts in one place. •Run reports across multiple managed accounts at once or download the My Client Center view into a CSV file. •Quickly create and link new AdWords accounts from within your MCC account. Owners of individual managed accounts can, as always, sign in to their AdWords accounts and maintain access to their sign-in information.
Using filters for shared location extensions:
Using filters for shared location extensions: Filters are included as part of this extension type. EXAMPLE: Let's say you create a location extension for Campaign "Men's Shoe Sale" linking to a Google Places account, and share it with another Campaign "Women's Shoe Sale." The Google Places account has information of two brands of shops, HappyShoes and SunnyShoes, and only HappyShoes are having a sale. If you create a filter for "Men's Shoe Sale" so that your ads will be accompanied only by the addresses of HappyShoes, "Women's Shoe Sale" will be updated to use the same filter.
Using Cost Per Aquisition allows you to focus primarily on?
Using this method allows you to focus primarily on how your advertising costs compare to the number of acquisitions that those costs deliver. Using the Yellow Pages example again, your ad may cost £1,000, resulting in 10 sales. So your CPA for that ad is £100.
With so many options, which AdWords metrics are most effective to help you reach your business goals?
Value Per Conversion CPA Targets (Cost Per Aquistions) Conversion Optimizer
Value per Conversion - define
Value-per-conversion is the amount of expected profit or value you gain from each conversion.
Mobile Ads WAP MOBILE ADS - Text Ads What are features of Text Ads
WAP mobile text ads: *Have two lines of text, with as many as 12 or 18 characters per line, depending on the language you use. * Your website URL appears on the third line, if you want to enter one. *You can also add a "Call" link that allows customers to call you directly from your ad.
If you do not want an Ad from being reviewed would it be a good idea to delete it? yes or no? Why?
We don't recommend deleting your ads to avoid review, since it's not possible to resume an ad once you've deleted it. Also, if you delete and re-create your ad, your new ad's statistics will begin at zero
What happens if I violate this policy? Ad text must be relevant, clear, accurate and descriptive of the products or services offered. *DOMAIN DISABILING - explain
We may suspend websites that violate this policy, meaning that the website can no longer be advertised with AdWords until the problem is fixed.
A couple of things to bear in mind when thinking about bidding changes: * How frequent to make bid changes? * Other things to do besides bid changes to improve Ad's position is?
We recommend changing your bids in small increments. * Once you've made edits, see how many clicks and conversions your keywords begin to accrue before editing again. * Also, remember that Internet traffic is always changing, so it's important to re-evaluate your bids regularly. Remember it's possible to improve your ad's position by improving the quality of your ads, keywords and website, without increasing costs. * The higher the Quality Score for your keyword, the less you pay for a given ad position, and vice versa.
Google recommend enabling Conversion Tracking
We recommend enabling Conversion Tracking because it can help you see which clicks are getting you good results on your site.
Image ad, and Googles small informational graphic overlay Details
We will not resize your image to accommodate this element. Your ad should always be submitted in the full original format size and take this overlay element into account. If the ad you submit is resized in advance, there may be extra white space visible when your ad is displayed. You can preview how your ad will appear with this overlay during the ad creation process when creating a standard image ad or a template image ad in the display ad builder. Relevance and quality
How long does it usually take for ads to be reivewed by Google?
We work hard to review all ads in our programme as quickly as possible, and we review most ads within 1 working day. Some reviews may take longer because some ads require a more complex review. Imagine you're launching a big new campaign next week. If you wait until next week to create your ads, then there's a chance that those ads won't run immediately because it can take time to get your ads reviewed. By creating your ads in advance and then pausing them, you'll have a better chance of having them reviewed soon and ready to go when the time comes to start your campaign.
If a person clicks on a "Breadcrumb link does it influence cost incurred by Google adwords?
We'll charge you each time a customer clicks any link on your ad, regardless of whether the link clicked is the headline of your ad or a breadcrumb link. You can decide the maximum amount you'd like to pay for a click by setting a cost-per-click (CPC) bid.
EVALUATE COST AND REVENUE Once your ads have been running for a while, evaluate their performance. Some questions to consider, if your goal is to drive sales and website traffic:
What keywords lead to the most clicks on your ads? What locations and devices are your customers searching from? What are the peak days and times for business sales?
Your breaking even if you ROI Is at?
When ROI = 100 your breaking even • Higher = Making $
Ad Impression
When a digital ad is displayed onscreen
Conversion
When a visitor, after clicking on an ad and arriving at your site, completes a specified action. -This could be completing a purchase, signing up for an e-mail, subscribing to an RSS feed and so on
Geo-Targeting
When an advertisement is displayed only in certain locations. Geo-targeting allows you to specify who will see your ads based on the location of the searcher. If you want to sell your services or products to a localized market, Geo-targeting is the method to use
Landing page experience versus Site policies If landing page does not follow policy then you would will see what Landing page Quality? Any keyowrds or ads pointing to that website will get what kind of status?
When we review landing pages, we sometimes come across pages that don't follow our policies. For example, if your landing page happens to contain malware (like a virus), that's a pretty bad landing page. Rather than giving you a "Poor" landing page quality status, you won't get a score at all. Instead, you'll see "Not applicable" as your landing page quality status, and any keywords or ads pointing to that website will get a "Site suspended" status. This status means that your website can't be advertised with AdWords because it doesn't follow one or more of our site policies.
When you check your account alerts and top-level statistics, you should?
When you check your account alerts and top-level statistics, check your campaign status as well to make sure that your ads are running as you'd expect - and if they aren't, find out why.
When you choose ECPC: Enhanced Cost Per Click Ad rotations will be set to? Remember, - What must be turned on?
When you choose ECPC: • we'll automatically set your ad rotation settings to "optimize for conversions, o " even if it's currently set to "optimize for clicks." • Remember that you also must have conversion tracking enabled for ECPC to work.
IMAGE - Of Steps - Setting a Display Network bid
When you go to your campaign ad groups, you'll see the "Bidding" drop-down menu above the statistics table on the Display Network tab. From this menu, you can enable custom bids for one targeting method in your ad group. This lets AdWords know what bid you'd like to use.
Define - MAX CPC or maximum cost-per-click bid amount .
When you select each keyword, you can choose how much you're willing to pay whenever a customer searches on that keyword and clicks your ad.
When you use AdWords to increase conversions such as sales, leads, and downloads, it's a good idea to measure you__________
When you use AdWords to increase conversions such as sales, leads, and downloads, it's a good idea to measure your return on investment (ROI). • Knowing your ROI, you'll be sure that the money you're spending on AdWords advertising is going to a good cause: healthy profits for your business.
Where/ What are the Only two places you can manage campaigns and ads from within Google Adwords Account
Where Manage Campagins and Ads from Ads Tabs and Campaign Tab *both Ads & Campaigns - under main campaigns tab *Can copy settings from one campaign to multiple campaigns * Make new ads based on existing ads *Enhanced campaigns = help you show ads across all devices from within one single campaign.
In the Campaign tab you - Things you do here are......
Where spent most time managing your AdWords account. a.create and edit campaigns, ads, keywords, and campaign settings. b.See performance summary graphs at the top of the page, c.See an overview of how your campaigns are performing. d.Can download the tables containing performance metrics as reports.
The "Status" column of your Ads tab signals
Whether or not an ad is active and the reason for its status. The status of an ad reflects changes that you make to that ad or its campaign and whether or not that ad's been approved based on AdWords policies. Displays information about the current state of your ad at the time that you sign in. Here are the different types of ad statuses:
Who should use an MCC account (My Client Center Account)
Who should use an MCC account •Large advertisers with more than one AdWords account •Third parties such as: • Agencies • Search engine marketers (SEMs) • Automated bid managers (ABMs) • And other online marketing professionals who manage multiple client accounts or large campaigns
Why does it Matter - Understanding How Google Network works (Search & Display)
Why it Matters • better chance of turning viewers into customers. • connect with customers at the exact moment when they're doing an activity online that relates to product/ service offered • ads can be shown in relevant places understanding what our network is and how you can control your network settings, you can take advantage of this world of interested customers
Adwords Mobile Ads - what kind of phones can show * Where do they show up
With AdWords, your ad can show on all sorts of mobile devices, including smartphones and feature phones. A
CHOOSING YOUR BID With Enhanced Campaigns - you can set bid adjusments to based on whether
With enhanced campaigns, you can also set bid adjustments to * increase or decrease your bids based on whether - someone is searching from a mobile device, -at a certain time of day -or from specific locations.
Using bid adjustments to reach the right customer
With enhanced campaigns, you can set bid adjustments that increase or decrease your max CPC bids for searches occurring on mobile devices or in specific locations. You can also set bid adjustments for targeting methods in your ad group, like topics or placements, if your campaign targets the Display Network. Bid adjustments give you more control over when and where your ad appears, and are applied on top of your existing bids.
Location extensions -- sharing manual addresses:
With location extensions, you can either attach a Google Places feed or manually enter addresses. These manual addresses are also shareable among campaigns. However, there's currently no way to define a set of manual addresses and share this set among campaigns. You can share more than one manual address across a campaign, but you'll need to do this one at a time for each manual address.
Scailing Budget by Performance - Explain how a business would do so:
With this combination of measurability and control, many businesses may opt for a flexible marketing budget that scales upward with good performance. • Think about a campaign that returns $2 in profit for each $1 in advertising spend. • If the business can handle more customers, it makes sense to increase budget to a point where it captures all of the profitable traffic available.
Where should you look to view the POLICY DETAIL for each ad?
Wondering why your ad has a certain status? The Policy details column can show you information about which policies are affecting the approval status of your ads.
Can the owners of individual managed accounts can sign in to their AdWords accounts and maintain access to their login information?
YES - As always, owners of individual managed accounts can sign in to their AdWords accounts and maintain access to their login information.
Who determines if an automatic offer extension is shown?
YOU' RE IN CONTROL - Since we use the text and destination URL that you provide to show automatic offer extensions, you're in control of whether automatic offer extensions are shown with your ad or whether they're shown at all.
SPECS on IMAGE ADS on HIGH END MOBILE DEVICES : * Acceptable File Formats * File Size Limits
You can also create image ads to show on iPhones and other high-end mobile devices with full HTML browsers. Acceptable file formats: .GIF, .JPG, .JPEG, .PNG File size limits: 150 KB or less for all files.
Finding your CPA is easy with AdWords Conversion Tracking Since you can..____________________ Such ads:
You can easily find costs for specific actions Such as *purchases, * signups, * sales leads, * subscriptions, * and a variety of other actions
What type of Programming languages do the API Application Programming Interface support?
You can even develop in the language of your choice. The AdWords API SOAP interface is supported by all popular programming languages, including Java, PHP, Python, .NET, Perl, Ruby, and JavaScript.
Assigning Managers and MCC Levels - About
You can give someone access to only some of the managed accounts in your My Client Center (MCC) by taking advantage of an MCC's ability to link to another MCC. The example below illustrates this idea in more detail:
What are the Adwords-Only Account settings you can change
You can make AdWords-only changes to your account, • Viewing it in a different language -display language • Viewing numbers in a different format. - exp-dates, time
When Targeting what countries/regions can make longer text ads
You can make longer text ads if you're targeting certain countries or regions: Azerbaijan, Belarus, China, Hong Kong, Japan, Kazakhstan, Kyrgyzstan, Russian Federation, South Korea, Taiwan, Tajikistan, Turkmenistan, Ukraine, and Uzbekistan. Learn how to create longer text ads.
To show social annotations on non-enhanced campaigns,
You can manually set up social extensions in each campaign.
MANUAL BIDDING What are the different levels you can set bids for?
You can set bids at the ad group level, or for individual keywords.
Understanding My Client Center " Access Levels"
You can think of MCC account levels like a tree. * Each top-level MCC can branch out to: manage individual accounts or other MCCs. *Sub-level MCCs can then branch out to * manage more individual accounts or MCCs, * and so on.
Reasons to use negative keywords
You can use negative keywords for a number of reasons: * Filter out different products or services: * Filter out irrelevant searches: *Filter for serious buyers:
You can use a the "Recommended Budget" to project what?
You can use them to estimate how a new budget may improve the visibility of your campaign's ads.
How can view "LANDING PAGE EXPERIENCE" Status?
You can view this status by going into your Keywords tab and placing your cursor over the speech bubble next to the status of any keyword.
Which types of alerts can not be turnned off? What settings can you do as alternative?
You can't turn off critical alerts about billing, disapproved ads, and campaign maintenance. You can select a setting within Notification Settings so these don't show in your AdWords account, but you'll still get an email with this information.
TIP
You don't need to have a mobile website to run mobile ads. Instead, let customers call you straight from your ad. When creating your WAP mobile ad, just select "Connect customers to my business telephone number so that people can click to call" and a "Call" link will appear in your ad.
Exaplain Automatic Bidding (KEYWORDS)
You don't need to specify individual bids for: * your keywords, *ad groups *or placements. * All you do is set a daily budget, and the AdWords system automatically adjusts your max CPC bids to bring you the most clicks possible within your budget.
Across what networks can Video Ads show?
You have the option to advertise your business in multiple ad formats across o the Google Display Network, o Google's network of web content publishers. o YouTube is included within the network as one of our partners. ---TrueView in-stream videos can appear on YouTube Videos (Watch pages on YouTube) and on video publisher pages, games, and apps in the Google Display Network (includes YouTube).
MANUAL BIDDING (Keywords) How frequent can you change the bid amount for Keywords?
You may change your bid amount at any time for any or all keywords. * You also may change this value for individual keywords via the max CPC column on the Keywords tab.
For an ad to appear or be triggered what must be set?
You set a Bid -CPC - to be used when an ad group's keywords trigger ad to appear. Can also set prices for individual keywords within the ad group.
When Bidding is FOCUSED ON CONVERSIONS * CPA * How do you pay?
You tell AdWords the amount that you're willing to pay for a conversion, or cost-per-acquisition (CPA). You pay for each click, but AdWords will automatically set your bids for you to try to get you as many conversions as possible at the cost-per-acquisition you specified.
What happens to budget if change MULTIPLE TIMES A DAY ?
You'll be charged based on the highest daily budget that you chose for that day.
What happens to budget if change MID MONTH?
You'll be charged for the month no more than the new budget multiplied by the number of days that remain in the month plus the total amount spent for the campaign before the budget change. For example, if on November 24th your daily budget is US$5, and you've already spent US$113 this month, and on the same day you change your daily budget to US$10, you'd be charged no more than as follows: $113 spent so far + ($10/day X 7 days remaining) = $183
What is the most you can be charged of the delivery of your ad? (Formula)
You're never charged more than the average number of days in a month (roughly 30.4) x daily budget - Exp: $10 per x 30.4 = $304 a month (maximum amount charged)
Should your CPA Cost-per-aquistion exceed the profit that you made from each acquisition?
Your CPA shouldn't exceed the profit that you made from each acquisition. For your Yellow Pages ad, the CPA is 20% less than the profit the acquisitions provide.
Google+ -- What is needed for your ad to be eligible to show social annotations:
Your Google+ page has to have a verified URL. The domain of your Google+ page URL has to match the domain of your ad's URL. Your Google+ page needs to have recent, high-quality posts and a significant number of followers, meaning 100 for most businesse
MANUAL BIDDING The ad group's default bid amount you set will be ?
Your ad group's default bid amount will be applied to all keywords in your new campaign's ad group.
How does your a max. CPC bid affects your ad rank?
Your ad ranks helps determine your ad's position among other ads on search results pages in the Search Network. If you run your ads on the Display Network, Ad Rank plays the same key role there. As Ad Rank is a score that's based on your max CPC bid and the quality of your ad compared to other advertisers' ads, RASING YOUR MAX CPC WILL PROBABLY INCREASE YOUR ADS CHANCES OF APPEARING
Tip: If campaign is using up all of budget your budget settings inlude what feature?
Your budget settings include the option to View recommended budget, which is based on analysis of your campaign performance, typically from the past 15 days.
For you campaign to be eligible to use CPA bidding the requirements your campaign must meet are:
Your campaign must meet a few requirements in order to be eligible to use CPA bidding: * You have conversion tracking enabled. * Your campaign has received at least 15 conversions in the last 30 days. The AdWords system requires this conversion history in order to make accurate predictions about your future conversion rate. * Your campaign has been receiving conversions at a similar rate for at least a few days. * Your campaign targets the Search Network, the Display Network, or both.
Does a daily budget apply to one campaign or all campaigns in your Google Adwords Account?
Your daily budget applies to a single campaign, not all campaigns in your account. Here's how to set your daily budget for a new campaign:
EXAMPLE 2 - Changing Client Managers in MCC My Client Center
Your top-level MCC houses two sub-level MCCs. However, each sub-MCC has its own MDO. You transfer a managed account from sub-MCC 1 to sub-MCC 2. The managed account's budget is terminated and its ads stop running, because it's changed MDOs. Its ads will resume running once you create a new budget for the account.
Exact match
[keyword] know customer's well, results in high CTR
What happens If Google over delivers your ads too much, and your accrued costs in a billing period exceed the charging limit for your budget?
a credit will automatically be applied to your account.
If you restrict google from reviewing "landing page experience" you may end up with
a drop in Quality Score because we won't have as much information to determine your landing page experience and relevance. While we strongly recommend against restricting our system's automatic review of your landing page,
Clickthrough rate (CTR)
a metric to show how ads are performing (more relevant the ad --> higher the CTR) CTR =( Number of ad clicks/Number of Impressions)x100
If the advertiser immediately below you bids US$2.00, and if that advertiser's ad is the same quality as yours, how much do you need to bid to keep the same position?
a penny more than $2.00 that's the most you'll pay (about US$2.01) whether your bid is US$3.00, US$5.00 or more.
keyword
a word or phrase that appears in a google user's search query that an advertiser thinks is relevant to their ad
o There are a few ways to place your ads in videos on YouTube specifically, or videos on any publisher site within the Google Display Network. The tool you use depends on what business Goal which could be: A.__________________ B._______________
a) Reach viewers with cost-per-view bidding b) Use a mix of formats, cost-per-click (CPC), or cost-per-thousand impressions (CPM) bidding
Google Adwords structure
account has campaigns has ad groups has ads
CPM Cost Per Mile
ad inventory is sold at a certain price per 1,000 views or impressions
Image ad/Display ad
ads with photos or artwork
Video ad
ads with videos
Describe overview of what "Google Search Ads are"
advertise next to or above relevant Google search results •across a network of partner search sites. •Reach customers on all the devices they use to search for information. oComputer, Tablet, or mobile phone - Computer - Top and side - Tablet - top and Side - Mobile Phone - top only
Conversion Tracking
adwords feature that lets you track whether someone who clicks on your ad and visits your website will perform an action that you consider valuable, such as a purchase or sign-up
Avg. Session Duration
amount of time the user spent
IMAGE - Example of an Image Ad
an appear in a variety of pre-approved sizes, which are measured in pixels
PPC Pay Per Click
an interactive advertising model where an advertiser only pays for clicks on an ad not ad impressions
In general, a higher maximum CPC bid can allow your ad to show?
at a higher position on the page.
Page / Session
avg number of pages viewed per session, repeated views are counted
Best Practices
be relevant identify relevant keywords target keywords use google to figure it out use the keyword planner group relevant keywords keyword evaluation
What is the Criteria of Ads to be eligible to appear with ad extensions?
besides Google Review of Text * Text and URL * Your campaign must be opted into the Google Search Network * Your campaign must target desktop computers * Your ad must be eligible to appear in one of the positions above Google search results
Key Performance Indicators
business metric used to evaluate factors that are crucial to the success of an organization differ per organization business may be net revenue or a customer loyalty metric, while government might consider unemployment rates activity, engagement, or performance
campaigns & ad groups
campaign has daily budget and targeting preferences --> 1 or more ad groups under campaign
Changes that are considered "budget changes"
changing campaign end date delivery mode (standard or accelerated) choosing different time zone
Keyword Targeting
choosing keywords to trigger ads from your ad campaign
Placement Targeting
choosing specific websites as placements where you ad will appear
Knowing how to accurately assess whether a campaign is making or losing money
comparing your cost-per-acquisition (CPA) with your expected profit-per-conversion and adjusting keywords or CPC bids to a profitable point.
Text Ad
consists of Headline Body copy display URL Destination URL
objecting of paying for CPA bid
conversions (i.e. purchasing, email list, etc)
A simple alternative to estimating values for your leads and page views is to use?
cost-per-acquisition (CPA) measuremen
Writing - Step 1
create your headline directly relate to the keywords being searched
Standard delivery
default option, distributes your budget throughout the day (even reach)
Manual bidding
default option, manage max CPC bids yourself - can set bids for ad group or individual keywords
Cost-per-click (CPC)
default pricing model that charges you for each click your ads receive
if you are CTR-focused, you may want to delete
delete keywords with high impression counts but low numbers of click-throughs • These keywords may be too general or not relevant enough and are accumulating many impressions but very few clicks.
You can also find similar geographic and time reports on the Dimensions tab. To see what
devices people are using when they click your ad, segment your statistics by device.
Accelerated delivery
displays ad more quickly until budget is out
objective of paying for CPC bid
driving traffic to website
Keyword Performance
each one has a status right alongside it in your account
Estimated total conversions on properties besides Google.com - Cross-Device Conversions
ecause of technical limitations, we aren't yet able to report cross-device conversions from AdSense for Search, Google Display and other Google properties. Our teams are hard at work to bring these new innovative cross-device conversions to these other properties
Reach
estimate of # of users in selected location target based on unique cookies -only f0r general guidance --> use Traffic Estimator for total # of impressions
% New Sessions
estimation of first times visitors vs returning visitors
if advertising goal is to increase traffic to your site, try focusing on increasing your________________.
f advertising goal is to increase traffic to your site, try focusing on increasing your clicks and clickthrough rate (CTR).
What can I do if my ad gets disapproved?
f your ad gets disapproved for violating this policy, try reviewing the following tips to help resolve your issue:
If ads status is DISSAPROVED in your POLICY DETAILS COLUMN you will see.....
f your ad has a Disapproved status, you'll see the reason why that ad wasn't approved. Click the disapproval reason to learn more about that policy, then make changes to your ad (and website, if needed) so that it complies with our policies.
If you're used to working with a monthly advertising budget, How can daily budger
find your daily budget ÷ dividing monthly budget by 30.4 o the average number of days per month.
If you want to generate traffic to your website bidding option you select is * Strategy = * Bidding Option =
focusing on clicks could be ideal for you. Cost-per-click (CPC) bidding -- manual or automatic -- may be right for your campaign.
formula for CPA Cost-Per-Aquistion
formula for CPA: (Costs/Sales) = CPA
Google Analytics
free hosted tool that provides useful date for website and marketing optimizations, site owners and marketers can use this to learn how people found their site, how they explored it, and how to enhance their visitor experience
Campaign Summary
gives you an at-a-glance view into the performance of your various AdWords campaigns
Parts of a Text ad
headline, description, display URL, destination URL -(URLs have to contain same domain name) -destination URL = landing page
STEPS -Where to find your ad status?
here to find your ad status 1. Sign in to your AdWords account at http://adwords.google.com. 2. Click the Campaigns tab. 3. Click the Ads tab 4. Look at the "Status" column, next to "Ad," to see an ad's status.
What TARGETING METHODS - can you choose to tell google where you'd like your ads to appear or what audience you'd like to reach?
here you'd like your ads to appear or what audience you'd like to reach oKEYWORDS based keyword list. For DN oGoogle uses "contextual targeting" to match keywords to webpage content. oPLACEMENTS: appear on websites or placements hand-pick o"Managed Placements" from the Display Network. oAUDIENCES: Your ads are shown to specific audiences on DN sites. o"Remarketing" reach people who visited your site before o"Interest Categories" customers interested in specific categories oTOPICS: appear on multiple pages about a specific topic. o"Contextual targeting", like keywords, to match your ad w/ relevant webpages o"Topics" is the AdWords term for specific themes or categories, Exp: agriculture or music. If you'd like to target pages with specific content, you can select one or more topics so your ads appear on pages about those topics. oMOBILE DEVICES: Ads on Display Network websites from full-browser mobile devices, o like iPhone or Android devices. o Appear on mobile apps, considered part of our Display Network.
MOBILE ADS - Ads that show up on high-end mobile devices such as smart phone, are called
high-end mobile ads,
When your campaign is focused on performance, it's important to understand. * To Do So
how adjusting your bids impacts each performance metric. - Basic principles of bidding to maximize performance, - and explains how to balance your bidding strategy for different business objectives.
Budget Puts a limit on:
how much you can accrue in click costs Acutal CPC - will likely vary from auction to auction
Time zone and currency used for to determine?
how you're billed.
Display URL
identifies your site to users. should match the domain of your landing page
EXAMPLE: OF small "x" appears in the corner of image ads on the Google Display Network,
if someone mutes an ad from mikesmountaineering.com, ads at the domain level of mikesmountaineering.com as well as specific pages like mikesmountaineering.com/hikingboots will be muted. This feature gives consumers control over the ads they see, and advertisers don't need to pay to show ads to people who aren't interested in them.
Picking the Right Keywords
if users are looking for your product or service they'll find you more quickly if you've chosen the right ones
EXAMPLE - Use negative keywords to Filter out different products or services:
ilter out different products or services: o EXP: a real estate agent who is focused on selling homes may wish to include not only the negative keywords rent and renting, but also use the Keyword Tool to find ideas for variations such as rents, rental, and rentals to use as additional negative keywords.
Lower bid outcomes
improve campaign's ROI (spending less), but fewer clicks and conversions
objective of paying for CPM bid
increasing brand awareness
Display Network is right for you if ,,,,,,,,,,,
interested in attracting customers and delivering a compelling message about your business, -video or image ads -- can really boost the performance of your online ad campaigns and leave an impression on customers.
TIP - Enhanced CPC Bidding
ip Save time and effort on managing your bids by trying ECPC bidding as a flexible bid strategy. You'll be able to apply ECPC bid optimisation more strategically to entire campaigns or specific ad groups of your choice. How to use flexible bid strategies.
A/B Testing
is comparing two versions of a web page to see which one performs better
Maximum CPC
is set at the ad group or keyword level and determines the price you pay when someone clicks your ad
Determining your AdWords ROI is straightforward if your business goal is?
is web-based sales.
Social annotations
linking ad with Google Plus account -Google+ page has a verified URL -domains of Google+ and ad match -have over 100 followers for Google+ page
Different types of ad extensions
location extensions, call extensions, site links, social annotations, seller ratings, app extension, review extensions & offer extensions
How geographic location is used to match ads to customers
location of interest google domain physical location Google profiles
First page bid estimates
metric that estimates the CPC bid needed for your ad to reach the first page of Google search -based on Quality Score & other competition
More narrow keyword match outcome
more relevant to someone's search
Broader keyword match outcome
more traffic potential
Higher bid outcomes
more traffic, but spend more money
Bid
most you're willing to spend per click
Ad Variations
multiple versions of an ad for a single product or service all based on the same set of keywords
Phrase Match
narrows your reach by showing your ad only when the search term contains your keyword
Exact Match
narrows your reach even more by only showing your ad when the search term is exactly the same as your keyword
In the Google Network you can Reach your customers when:
no matter what they'r doing on the web = • search, • shop, • read the news • browse interesting websites Where adwords can appear on Google sites,webpages that partner with us, placements like mobile phone apps.
Costs in AdWords
no minimum amount set average daily budget
Broach match
no special symbol good for understanding patterns better, capturing large market
Instead of paying by clicks, you can pay by the number of times your ad is shown this is called?
nstead of paying by clicks, you can pay by the number of times your ad is shown. That's called cost-per-thousand impressions (CPM) bidding, since you pay for every 1,000 times that your ad appears. If you're mostly interested in getting your name or logo in front of lots of people, this is a smart option.
Approval Ad Status - SERVING (VIDEO ADS)
o A video ad is approved to appear on YouTube, and Google hasn't detected any issues with it. o Note: The video ad may not necessarily be running at this time.
Approval Ad Status - NOT YET SERVING (VIDEO ADS)
o A video ad is not yet approved to appear on YouTube o but is under review.
When is contenxtual targeting used?
o Ad group has keywords or topics o The campaign is set to show ads on the Display Network.
What is Adwords for Video? * Type of Pricing Model Supported * Reporting Options * Type of Ads Formats can campaigns with TrueView include
o AdWords for video is a campaign management tool specifically designed to help you build online video campaigns more quickly. o When you create video ads, you won't use the display ad builder. Instead, you'll use templates unique to AdWords for video and YouTube's TrueView formats. * Only TrueView video formats are supported, as well as CPV pricing. * Video ads must be hosted on YouTube. * Reporting options include an additional level of detail specific to video ads that don't exist in the rest of AdWords' campaign management tools. * Your campaigns can only contain TrueView video formats. They cannot include text, image, or other video ad formats.
•Examples of ads that will initially get an "under review" status:
o Ads targeting our partner sites (websites such as AOL.com "Partner Websites") o Text ads that mention products with certain advertising restrictions, like gambling or alcohol o Image and video ads • Ads automatically submitted for review = Every time you submit new ads or make changes to existing ads,
Approval Ad Status - NOT SERVING(VIDEO ADS
o All formats (headline, description, video, etc.) of the video ad have been disapproved
TEXT ADS TIP -• Tell your customers what they can do
o Are you selling? Tell them what they can buy. o Are you offering? Tell them what they'll receive. o Strong verbs like Purchase, Call today, Order, Browse, Sign up, or Get a quote tell your customers what they can expect to do when they arrive at your website.
FOCUS ON CLICKS Explain What is Automatic CPC Bidding
o Automatic CPC bidding is the simplest and most commonly used bidding option. o Set a daily budget, and the AdWords system automatically manages your bids for you, to bring you the most clicks possible within your budget.
Some of the Google tools that can help you decide what CPC bid amount to set are?
o Bid Simulator runs "what-if" scenarios like, - "How many more impressions would I get if I raised my bid by $0.10?" o Traffic Estimator shows you how often some keywords get searched, and gives you cost estimates at a glance. o First-page bid estimates helps you see how much you may need to bid to put your ad on the first page of Google search results.
Knowing which what happens after customers click on your ad (conversion tracking)
o By knowing this, you'll also know: which keywords are good for your business, allowing you to invest more wisely and boost your return on investment (ROI). o And there's no limit to the number of conversions you can track.
o get your AdWords ROI for that time period
o Calculate your net profit by subtracting your costs from your AdWords revenue for a given time period. o Then divide your net profit by your AdWords costs to get your AdWords ROI for that time period.
The "Status" column of your "All online campaigns" page tells
o Campaign is Active or Not o campaign is limited by budget.
MEASURE BRAND AWARENESS - Customer Engagement conversions and the Display Network
o Conversions- can help you see whether your ads are driving branding-related visitor behavior you think is valuable, such as sign-ups or page views. After all, aren't you curious how many people join your mailing list after watching that expensive video ad your company just created?
COST PER CLICK BIDDING - Explain * how is it similar to billboards? how is it different? How do you pay?
o Cost-per-click (CPC) bidding allows you to set a maximum price on the cost of someone clicking on your AdWords ads. o Pay only when a viewer is interested enough to click your ad and learn more. o Think about billboards: Advertisers pay for billboard space based on how many people might see their ad as they drive by, whether those people actually notice the ad or not. o Internet ads are different: Viewers click your ad when they want to know more. o When they click, you know that they saw your ad and (you hope) liked what they saw. o AdWords CPC - If 100 people view your ad and 3 click it, you pay for the 3 clicks, not for the other 97 views.
Campaign Status DELETED means:
o Deleted= Inactive because you deleted it. Deleting a campaign means that ads don't show or accumulate new costs until re-enabled.
Reapeated disapproval may lead to
o Depending on the situation, repeated disapprovals may lead to your account getting suspended, so please think twice before resubmitting your ads.
Display URL - what is destimation url?
o Destination URL- Behind the scenes, you can also assign your text ads a different destination URL, which takes the person who clicks your ad to a precise location on the same website that's relevant to the ad itself. People can only see the display URL in your ad and not the destination URL.
ENHANCED COST-PER-CLICK - how does it work?
o ECPC does a similar job for your AdWords ads. o It's a bidding feature that looks for ad auctions that are more likely to lead to sales for you, and then raises your max CPC bid up to 30 percent to compete harder for those clicks. When it sees auctions that don't look promising, it lowers your bid. • That way you can get more sales and conversions out of the ad dollars you spend
How will I know ECPC is helping me?
o ECPC double-checks itself by leaving part of your traffic alone to work with your regular max CPC bids. o Then it compares the two sets of results and adjusts accordingly. o So when you choose ECPC, you should see conversion results that are better than, or at least the same as, the results you get without it..
One what networks can you use ENHANCED COST-PER-CLICK? and where is it not available?
o ECPC works on Google, the Search Network, and the Display Network, o but isn't available for the "Display Network only - Mobile Apps" campaign type.
EXAMPLE - Use negative keywords to Filter out irrelevant searches:
o EXP: an advertiser may discover that the name of one of his products also happens to be the name of a musical group. In this case, it's a good idea to include negative keywords such as music, band, concert, ticket, lyric, album, mp3, and the pluralized versions of these words.
Campaign - * Each has... Can multiple run at same time?
o Each has its own daily budget and targeting preferences. o Can have multiple campaigns running o Might create one campaign for each product or service
Campaign Status ELIGIBLE means:
o Eligible = Active and can show ads
Campaign Status Ended means:
o Ended = Inactive because it's past its scheduled end date.
EXAMPLE - ROI Return Over Investment
o For example, if an investment of $1000 leads to sales of $1200, your profit is $200 and
TEXT ADS - Highlight what makes your business, product, or offer unique
o Free shipping? Large selection? o Highlight features or areas that make your business stand out from the competition.
What is Frequency Capping
o Frequency capping limits the number of times your ads appear to the same unique user on the Google Display Network.
Manua CPCl Bidding - GOOD CHOICE you can fine-tune your maximum CPC bids to help control the cost and volume of clicks on your ad
o GOOD CHOICE - Manual CPC bidding if your campaign fits this description: Like to control maximum CPC bids for individual ad groups, keywords, or placements. You're mainly interested in increasing website traffic, not necessarily brand awareness. You don't need to reach a target budget every month. (If you do need to reach a target budget, automatic bidding may be a better choice.) Your campaign targets the Search Network, the Display Network, or both.
Higher bids, likely receive -traffic?><= while spending > < Money ?
o Higher bids, likely receive more traffic while spending more money.
TEXT ADS TIP - Include prices, promotions, and exclusives
o If you have something special to offer, make sure your customers see it. o People are usually searching to make a decision about something. o Give them what they need to help make their decision.
STEPS - How to change your keyword bids?
o If you'd like to replace some of your original bids with new bids, here's how: o on your Campaigns tab, o click the Keywords tab. o Then, in the "Max. CPC" column of the table, o click the bid you want to change and enter a new bid amount
Which network does Frquency capping NOT apply to
o It doesn't apply to the Search Network
Why is ROI typically the most important measurement for an advertiser because?
o It's typically the most important measurement for an advertiser because: it's based on your specific advertising goals and shows the real effect your advertising efforts have on your business.
WHAT TO MEASURE - (increase webstraffic) What strategies can you use keywords to track and improve a campaign that's focused on traffic?
o Keywords: Keep a close eye on keyword performance with these strategies UPDATE KEYWORDS REQULARY • Pause or remove the words that aren't working well for you (for example, if they have CTRs below 1%, or low Quality Scores) and add new ones. - Add columns and segments to your statistics table on your Keywords tab for an overview of your keywords' clicks, CTR, Quality Scores, and more. USE THE FOUR KEYWORD MATCHING OPTIONS help control who sees your ads. - Add the "Match type" column to the statistics table on your Keywords tab to see how the different keyword matching options perform for you. - With some options, you'll enjoy more ad impressions, clicks, and conversions. With others, you'll get fewer impressions and more narrow targeting. For a comprehensive view of keyword quality, run a keyword diagnosis. It gives you information about your keywords' Quality Scores and whether they're triggering your ads. A Quality Score of 5 or higher is generally considered good. KEYWORD DIAGNOSIS - For a comprehensive view of keyword quality, run a keyword diagnosis. It gives you information about your keywords' Quality Scores and whether they're triggering your ads. A Quality Score of 5 or higher is generally considered good.
Campaign Status LIMITED BY BUDGET means
o Limited by budget= Active, but showing ads only occasionally due to budget constraints. You can place your mouse over the bubble next to this status to see your "Recommended budget."
MANUAL CPC BIDDING
o Manual CPC bidding is the default option to let you manage your maximum CPC bids yourself. o Can set different bids for each ad group in your campaign, or for individual keywords or placements. o You can fine-tune your maximum CPC bids to help control the cost and volume of clicks on your ads. o If you've found that certain keywords or placements are more profitable, you can use manual bidding to allocate more of your advertising budget to those keywords or placements
AUTOMATIC CPC BIDDING IS NOT GOOD CHOICE - Automatic bidding is NOT a good choice for you if your advertising goals include
o Mintaining a specific ad position o Maintiaing a specific cost per conversion. NOTE : it isn't possible to set individual CPC bids with automatic bidding, but you can set a maximum CPC bid for your entire campaign.
Is Ad Rotation option "Rotate Indefinitely' recommended for most advertiser?
o NOT- Recommended for most advertiers. o Note in general, rotating evenly allows ads with lower clickthrough rates and conversion rates to show more often, i. This option could result in a lower average position or fewer clicks and conversions.
If an advertiser uses the suggested "First Page Bid Estimate" Is there are guarantee his ad will appear on the first page of Google search results for the given keyword?
o No guarantee you'll consistently be on the first page. Learn about viewing first page bid estimates.
CPM Cost-Per-Impression bidding is available for what Campaign Types ?
o Note that CPM bidding is only available for the following campaign types: "Display Network only - All features" "Display Network only - Remarketing
• After you make your first bid,- wait for a few days and then go to your account, then...........
o On the "All campaigns" view, find the "Totals" row for the Display Network. There, you'll see the number of impressions, clicks, and costs for your ad. You might ask yourself not just "do I get a lot of clicks?" but "do those clicks lead to the results I want?" Continue to monitor impressions and clicks, but you should wait a couple weeks before making too many changes. If you edit your bids too frequently, you might not be able to assess your performance accurately.
On the Search Network, a good CTR is generally
o On the Search Network, a good CTR is generally considered to be 1% or higher
Approval Ad Status - WITH ISSUES (VIDEO ADS)
o One or more of a video ad's formats are marked as "Disapproved" or "Approved (limited)." This o means the ad is not running.
What are Online video ads?
o Online videos are an exciting and interactive way to engage people on the web and encourage them to click through to your site.
Campaign Status PAUSED means:
o Paused = Inactive because you paused it. Pausing a campaign means that your ads don't show or accumulate new costs until resumed
Campaign Status PENDING means:
o Pending= Inactive but scheduled to begin at a future date.
MEASURE BRAND AWARENESS - Customer Engagement Explain what are Reach and frequency:
o Reach - is the number of visitors exposed to an ad. Increased reach - means that an ad is exposed to more potential customers, which may lead to increased awareness. o Frequency - is the average number of times a visitor was exposed to an ad over a period of time.
The Networks available for campaigns -that determine where you want ads to show are:
o Search Network only, o Display Network only, o Or, both Search & Display.
WHAT TO MEASURE - (increase webstraffic)
o Search terms: When you use broad-match keywords (the default setting), your ads can appear when someone searches for a variation of your keyword, like a similar phrase or related word. To see a list of searches that have triggered your ad, go to: • the Keywords tab of your account, • click Keyword details, • then select All. You can use this report to identify relevant terms that are driving traffic to your website, and then add them as new keywords. Or, if any of the keywords are irrelevant to your business, you can add them as negative keywords so they won't trigger your ads.
Ads That are paused may also be b/c
o See from- "Campaign paused" or "Ad group paused" from your Ads tab
What are some common goals that you can achieve by advertising on the Display Network:
o Sell more products or services o Build customer loyalty o Engage with customers o Increase brand awareness
You would focus on "Impressions is your goal is to?
o Smart option if - mostly interested in getting your name or logo in front of lots of people, this is a smart option.
Is the Formula used to caculate ROI always the same?
o Sometimes your ROI may require a different formula. Exp: If you're interested in calculating the ROI for a page view or lead, you'll have to estimate the values of each of these actions.
Settings that can be changed from one campaign to 1 or mulple campaigns are:
o Status o Network Devices o Ad schedule o Location targeting o Budget o Delivery method o Language targeting o End Date ad rotation
Campaign Status Suspended means:
o Suspended= Inactive because your prepaid account balance has run out. Suspended accounts don't show ads or accumulate new costs until additional funds are added under "Billing."
TEXT ADS TIP -Match ad to landing pages
o Take a look at the page on your website that you're linking to, -the landing page. o Make sure the promotions or products in your ad are included in that page. o If visitors don't find what they expect to see when they reach your site, they might leave.
The Estimate given for " FIRST PAGE BID ESTIMATE" are based on what?
o The estimate is based on the keyword's Quality Score and current advertiser competition for that keyword,
Use conversion tracking to?
o Use Conversion Tracking to determine the profitability of a keyword or ad, and track conversion rates and cost-per-conversions. o Conversion Rate : Conversion Rate = Conversion ÷ Clicks o Cost Per Conversion: Cost per conversion = Total Cost ÷ Coversions
Both ECPC and Conversion Optimizer
o Use conversion tracking or Google Analytics data from your account o Predict a conversion rate for each auction o Adjust your bids to help you win the most promising clicks
Describe process of Google Search homepage for users?
o Users -type "Query" (word or Phrase) o Search Engine = Display results relevant to query • Oragnic/Free and Search Ads Displayed separate
What you change your budget the way that your campaign consumes your budget can vary based on?
o What happens to Budget based on the time or frequency of your change: *Midday * Multiple times a day * Mid-month * Multiple Times a month
TEXT ADS TIP -•Appeal to customers viewing your ad on a mobile device
o When customers are on-the-go, certain information might be more useful to them (like your store location or phone number) or a particular message might grab their attention. o If you're running an enhanced campaign, try using call extensions (also known as click-to-call) or location extensions to give customers the information they need to take action while they're on the move. o Also, consider creating additional ads tailored for mobile devices, like text that highlights mobile-specific specials or discounts or a mobile-optimized display URL.
How Budget Change Take Effect * How soon will you seen adjustment in account?
o When you change your daily campaign budget you'll see these adjustments immediately in your account. o Based on when you edit your budget, the way that your campaign consumes your budget can vary. o What happens to Budget based on the time or frequency of your change:
CONVERSION INFORMATION YOU CAN MEASURE Number of conversions and cost-per-conversion
o You can assign monetary values to your conversions when setting up tracking to get detailed revenue information in your reports. o Reviewing your total number of conversions and the value of these conversions o Can help you decide if you should increase your budget or make changes to your ad groups to attract more targeted visitors.
With Converstion Tracking you can keep an eye on important statistics like (tell you how succesul your ad campaing is ) cost-per-conversion and conversion rate
o You can keep an eye on important statistics like (tell you how succesul your ad campaing is ) cost-per-conversion and conversion rate
At what level can you measure clicks and CTR at all levels of your account.
o You can measure clicks and CTR at all levels of your account. For example, you can see how many clicks an • entire campaign, • ad group, • or Ad received, • or Keywords - you can see how many clicks individual keywords have generated after triggering your ads.
AUTOMATIC CPC BIDDING GOOD CHOICE Automatic CPC bidding could be a good option for you if: the following describes your campaign:
o You have an advertising budget you'd like to reach consistently. o You don't want to spend time monitoring and updating individual cost-per-click (CPC) bids, and you're willing to let the AdWords system update CPC bids automatically. o You're mainly interested in increasing website traffic. o You're mainly interested in increasing website traffic. o You're new to AdWords or don't know exactly how much to bid for particular keywords or placements. o Your campaign targets the Search Network, the Display Network, or both
About YouTube and Video Ads
o YouTube is one of Google's largest and most powerful publishers featuring video content. o There are a few ways to place your ads in videos on YouTube specifically, or videos on any publisher site within the Google Display Network.
TEXT ADS TIP -• Include at least one of your keywords in your ad text
o can catch the attention of the people who searched for the keyword, and o show that your ad is related to what they want. o The keyword you use will appear in bold in your ad, just like it does in the search results, making it more obvious how relevant your ad is. Exp:-Let's say you include the keyword digital cameras in your ad's headline, like "Buy Digital Cameras," and a customer searches for digital cameras. • Your ad's headline will appear in bold, like "Buy Digital Cameras." • Your ad's headline could also appear in bold if a customer searched for buy SLR cameras, like "Buy Digital Cameras," since "buy" and "cameras" match words in the customer's search term.
If you're focused on reaching viewers with video content using cost-per-view (CPV) bidding the selection then * select which type of video format? * What bidding model
o select TrueView video formats and use AdWords for video. With the CPV bidding model of TrueView, CPV BIDDING MODEL OF TRUEVIEW *you only pay when a viewer chooses to watch your video, instead of every time your ad is shown.
What does contextual targeting offer
o useful information to readers o attract an audience interested in your message
Depending on the Type of The Campaign you select will determine
o which SETTINGS and options YOU SEE as you customize your campaign Which TYPES OF ADS you can design WHERE customers can see them. ExamplE: Budget and targeting
• If you don't see a recommended budget, and you know your ads aren't being shown as often as they could because your budget is limited, you might consider doing what?
o you might want to consider raising your budget to an amount that you're comfortable with.
To Ensure that your ads reach the customers you want. use LOCATION and LANGUAGE settings to have your ads appear to customers:
o-In your targeted geographic locations, o-Customers who have selected your targeted language as their interface language.
With CPC Bidding (COST-PER-CLICK) the bidding options you have are:
oAUTOMATIC BIDDING This is the easiest way to bid. Set a daily budget and let AdWords adjust your CPC bids to bring you the most clicks possible within that budget. o MANUAL BIDDING Take full control of your CPC bids. Manual bidding lets you set bids at: • the ad group level, • or for individual keywords • or ad placements, so you know you're bidding just what you want for the clicks that mean the most to you.
Why cost may exceed you daily budget? *Up to how much more may the total cost exceed? * How does Awords prevent campaign from overspending?
oAdWords helps you maximize your return on investment (ROI): o by looking out for days when search traffic is higher, o and then showing your ads more often on those days. When this happens, your total daily cost could be up to 20% more than your usual daily budget - but AdWords prevents your campaign from overspending for the month as a whole based on a monthly charging limit.
When a campaign is targeted to "Google Search" Network you need to add
oAdd Keywords to Campaign - Adgroups oBased on keywords you chose = ads appear on google or other search sites:
1.Organize your campaign to mirror your website
oCampaigns and ad groups around a specific theme or product, oKeyword lists that directly relate to the corresponding ad text, oAds that link directly to that product's page in your website. oThe account contains everything relating to the furniture store. oThe campaigns are organized around broad product areas (the categories of furniture) group them). oEach campaign contains several ad groups that focus on one specific product (beds-tables
EXAMPLE - Brand Awareness Image ads
oExample: Sell hand-knitted Scarves Create image ads and target Display Network •Websites that sell clothing and accessories o Example -Brand Awareness Sell hand-knitted scarves Use image ads on blogs or forums for knitting enthisiasts
2. Create separate campaigns for multi-region advertising
oIf your business serves several areas, create a separate campaign for each location. For example, France & Italy, 1. Campaign for France (emphasize services available in country) oTarget only France Region oAd text in French 2. Campaign for Italy Target Italy only Ad text in Spanish Only Exp2-Local Business (Realtor) -Create a campaign for each region, (Westchester, Miami Lakes, Doral) -Ad Group for each city or metropolitan area
NOTE- EXAMPLE 2 - KEYWORD PROFITABILITY profitability was calculated at the conversion level for a given product or service. ....................................
oThis is often more practical than trying to make an assessment at the campaign or account level. o For example, a campaign that costs $5,000 in advertising across a variety of products or services may be more difficult to establish as profitable. Calculating an expected profit-per-conversion for each product or service gives you a simple benchmark for profitability
once you've saved your campaign type, switching types can mean what?
once you've saved your campaign type, switching types can mean that some features you used may be hidden or deactivated.
Google SEM rise
one Google introduced Ranking websites and Search Engine Marketing it to over market share from Yahoo on Search Engine use 2006 - 50% 2011 - 80%
Getting the most out of AdWords requires
ongoing experimentation
Cost-per-thousand impressions (CPM)
paying for views on ad (there's a max CPM too) -only avail for campaigns that target the "Display Network" (not Google search or search partner sites)
Bounce Rate
percentage of single page views, visits in which the user left the page without interacting with the page
Negative Match
prevents your ad from showing when a word or phrase you specify is part of a search term
Optimization
process of creating/editing keywords and ad text to improve the performance of Adwords ads
Ways to perform location targeting
radius targeting, location exclusion,
Enhanced cost-per-click bidding (ECPC)
raises max CPC bid up to 30% to compete harder for those clicks (will lower as well if actions don't look promising) -need to have "conversion tracking" on to work
Broad Match
reaches the most users by showing your ad whenever any variation of your keyword is used
Quality Score is the relation between what factors
relevancy usefulness of add + Keywords + website landing page and likelihood that users will click on ad
Automatic bidding
set a daily budget and AdWords mangoes bids for you
CHOOSING YOUR BID Most people starting out in AdWords use cost-per-click bidding to pay for each click on their ads.With this option, you
set a maximum cost-per-click bid (max. CPC bid) * that's the highest amount that you're willing to pay for a click on your ad.
Daily budget
set at the campaign level and is the maximum amount you want to spend each day per campaign
IMAGE - Ad extension - Site Links
site Links - Promote more pages within your site beyond your main ad landing page
Relevance
targeting ads with user's interests -uses "search targeting"
Define Keyword -
terms or phrases you want to prompt your ad to appear. - "fresh flower delivery"
different ad formats
text, ad extensions, image, WAP Mobile, video, Product Listing ads
Optimize for Clicks is:
the Default Ad Rotation •Ads expected to provide more clicks are delivered more often in ad auction than other ad in the ad group •higher-quality ads gain more impressions than other ads in the ad group - resulting in higher ad-served percentages. - This option ad group will likely receive more impressions and clicks overall, higher-quality ads attain better positions and attract more user attention
Lowering bids for budget-constrained campaigns could reduce?
the average amount you pay when someone clicks your ads, o with the potential for your budget to go further and get more clicks.
Sessions
the period of time the user is actively engaged with your website
CPC Cost Per Click
the price an advertiser pays if their Google ad is clicked on by a user
Within a given AdWords campaign, an ad group lets you easily manage
the status and default bids for one or more related ads as well as their shared set of keywords.
A good landing page experience can help you gain
the trust of your customers and keep them coming back to your site. Get more mileage out of your landing page by making it easier for visitors to make a purchase, sign up for a newsletter or do other things that you want them to do on your website.
Is there a limit to the number of conversions you can track?
there's no limit to the number of conversions you can track.
CHOSING YOUR BID Bids are like hairstyles: the right one will depend on: *__________ *__________ *__________
there's no one recommended bid amount that works best for everyone. The right bid for you will depend on: * the cost of your keywords, * the type of campaign that you're running * and your profits.
Think Quality
this defines everything at AdWords, from how much you pay to how your ads perform
Placements
to control where your ads appear (like on another partner/google-owned site)
Ads Diagnostic Tool
troubleshoot whether your ads appear for a specific search and learn ways to improve their display placement
True/False most ad extensions are created at the campaign level
true
True/False you get different quality scores for different types of devices
true
true/false language settings are set at campaign level
true (if trying to reach French and Italian speakers, have to create a different campaign for each one)
To Place ad in Auction what do you have to decide first?
type of customer action you'd like to pay for or "Bidding Options" CPC - Cost Per Click CPM - Cost per Impression (Display Network campaigns only) CPA - Cost-Per- Acquistions; Conversions you receive how many
budget cap
up to 120% therefore, costs may exceed daily budget
Control your costs
use a daily budget and maximum cost-per-click
Reports
variety of these that you can use to measure and monitor your account's performance
Users
visitors that have at least one session in the selected date range, includes new and returning
Destination URL
web page on which a user will land after clicking on your ad, a landing page
Overdelivery
when Google allows up to 20% more clicks in one day than your daily budget specifies
Click
when a user clicks on the ad
Impressions
when an ad is displayed on Google or Google Network
How to Enable the Policy Details Column Visual
why your ad has an Approved (limited), Disapproved, or Site suspended status?
Can you change time zone and currency after initial set up of account
won't be able to change these settings after b/c used to determine how you're billed.
Keyword
words or phrases you choose that can trigger your ad to show on search and other sites
If you're having trouble signing in to AdWords account, you can?
you can also try our sign-in troubleshooter.
STEPS - Track IOS mobile applications
you can tell how many people downloading your app found it through your AdWords ads. Google only able to track iOS app downloads driven by ads served in mobile apps; we're not able to track iOS app downloads driven by ads served on Google search or the Google Display Network. 1. Sign in to your AdWords account at http://adwords.google.co.uk 2. Click on the "Tools and Analysis" tab, and then click on the "Conversions" tab. 3. Click the "+ Conversion" button. 4. Name your conversion, select "App download" and click "Save and continue". 5. Choose the "iOS" mobile platform and click "Save and continue". 6. You'll be provided with a snippet of conversion tracking code to put in your app
Active - bid is below the 1st page
you may need to bid more to put your ad on the first page of the search results
AdWords Conversion Tracking can help you if you would like to know
you'd like to know which of your keywords best leads to clicks and conversions, such as sales, AdWords Conversion Tracking can help you.
If your budget is the same value throughout a month, and you accrue more costs in a calendar month than your monthly limit allows, how much will you be charged?
you'll only be charged your monthly limit.
Who can benefit by using MCC - My Client Center
you're an agency or someone who manages multiple AdWords accounts
Adjust your bids to spend more on keywords that are proven to work. This can improve your ad position for those keywords and attract more customers.
your ad position for those keywords and attract more customers.
Active
your keyword is eligible to trigger your ads to appear on search pages
Aword Account Limits
• 10,000 campaigns (includes active and paused campaigns) • 20,000 ad groups per campaign • 20,000 individual targeting items per ad group (such as keywords, placements, audience lists, and product targets) • 300 display ads per ad group (includes image ads) • 4 million active or paused ads per account • 5 million individual targeting items per account (such as keywords, placements, audience lists, and product targets) • 10,000 location targets (targeted and excluded) per campaign, including up to 500 proximity targets per campaign • 100,000 active legacy ad extensions per account • 1.3 million references to legacy ad extensions per account* • 100,000 active upgraded ad extensions per account • 10,000 ad group references to upgraded ad extensions per account** • 10,000 campaign references to upgraded ad extensions per account**
A conversion is what you choose it to be - such as:
• A conversion may be: o a purchase, o a call from a mobile phone, a o a visitor submitting her contact information for an insurance quote, o or a prospective buyer downloading a white paper about your company's software capabilities. o Or maybe it's a request for more information, o or views of a page that features your new product. It's up to you!
Define Image Ad / Display Ad
• A graphical ad, which can be static or animated, that runs on the Google Display Network
Approval Ad Status - APPROVED (NON-FAMILY) means:
• Ads considered to have content that may be inappropriate for certain audiences. o Exp:certain gambling or dating site ads may fall under this category. • Ads won't appear for users who've turned on SafeSearch filtering. • Ads won't appear on some sites in the Google Network might not accept any ads that are rated "adult" or "non-family" safe.
Where can ads appear on Google Display Network? Where are network sites available through?
• Ads on the Display Network appear on websites and webpages - not search results pages. •Appear Automatic or Managed placements only if site part of the Display Network. o Includes Sites available through Google AdSense, o Includes AdSense for domains o Includes AdSense for errors, o DoubleClick Ad Exchange publisher sites real-time marketplace partnered with the Google Display Network for buying and selling advertising. represents another market for advertisers to bid on display When campaigns targets Display Network, automatically have access to DoubleClick inventory (publisher sites) that complies with AdWords' guidelines.
Approval Ad Status - Eligible means:
• Ads w. status still being reviewed, but can show on Google search pages. • Ads are still under review and can't show anywhere yet. • When save ad, it'll get either an "under review" status or an "eligible" status. o Eligible = ads are allowed to run on certain pages before they're approved,
COST PER THOUSAND IMPRESSION How CPM and CPC bids compete in the Display Network?
• Ads with different bid types - can compete for the same Display Network placements. • To keep things fair, when CPC and CPM ads compete for the same Display Network placement, o the two types of ads are compared apples-to-apples on how much they're effectively willing to pay for the impression. • CPM - cost per impression - With a CPM ad, the max CPM bid represents how much the advertiser is willing to pay for each 1000 impressions; • CPC- with a CPC ad, Google estimates how many clicks the ad might receive in 1000 impressions to get the comparison.
What are all the areas of account that are affected by time zone selected?
• All affected by time zone you select: o Reports o Statistics o Billing
Text Ads
• All online ads are essentially clickable messages that connect customers with a website.
• An AdWords conversion occurs when:
• An AdWords conversion occurs when: o someone clicks on your ad o and performs a behavior on your website that you recognize as valuable, such as calling your business from a mobile phone or making a purchase on your website.
What is an Ad Group?
• An ad group contains one or more ads which target a shared set of keywords. • Organize by - organize your ads by a common theme, o Types of products o Types services
Display URL - What color and Explain what it is
• Appearing in green, this line of your ad shows the address of the website that you're promoting. o Display URL - AdWords lets you choose a brief but meaningful display URL to give people who see your ad a clear idea of where it'll take them when they click on the link.
Before resubmitting a disapproved ad, make sure to f
• Before resubmitting ad, make sure to fix your disapproved ad to comply with policies
Why does ROI matter?
• Calculating ROI, you'll learn how much money you've made by advertising with AdWords. • Use ROI to help you decide how to spend your budget. o EXP if you find that a certain campaign is generating a higher ROI than others, you can apply more of your budget to the successful campaign, and less to the ones that aren't performing as well. • Use the information to try improve the performance of the less successful campaigns.
How willl changing Email address for Adwords affect your other Google Products account?
• Changing email address for AdWords will change the email address use to sign in to all Google products.
STEPS - to take when creating first campaign
• Choose campaign settings based on audience or customer profile. • Select budget want to spend each day - show ads 1. Sign in to your AdWords account at https://adwords.google.com. 2. Click Create your first campaign. 3. You'll be taken to the "Select campaign settings" page. Choose your campaign settings. a. Budget b. Ad Extentions c. Where ads appear (location, languages, websites(display network) 4. Click Save
What is Conversion Tracking?
• Conversion Tracking is a free tool that helps you track how many clicks lead to conversions. o Use Conversion Tracking to determine the profitability of a keyword or ad, and track conversion rates and cost-per-conversions.
When Creating your first campaing what should you ask yourself when picture your customer
• Create a mental profile of your audience or your customers. • Consider your customers' preferences and behavior: o Words and phrases they use to search online o Favorite websites o Geographical location o Whether they tend to email you or call your business phone number
TEXT ADS TIP - Experiment
• Create three to four ads per ad group, • trying out different messages to see which performs the best with your customers. o AdWords can automatically show the better-performing ads within an ad group more often. o This removes the guesswork and lets you build on what you've learned from your experiments.
AD STATUS - Deleted means? May also be status b/c - then you'll see
• Deleted: Inactive because you deleted it. o Deleted ads don't show or accumulate new costs until re-enabled. o Can see "Campaign deleted" or "Ad group deleted" from your Ads tab if you deleted the campaign or ad group that contains this ad.
With a well-structured account, you can:
• Determine which ads are creating the optimal conversions (like sales or leads) and traffic. • Monitor changes easily. • Have better control over budgets and costs. • Locate specific keywords quickly. • Manage and edit your campaigns easily.
AD STATUS - ended means? May also be status b/c - then you'll see
• Ended: Inactive because it's past its scheduled end date. o Can see "Campaign ended" or" Ad group ended" from your Ads tab if the campaign or ad group that contains this ad has ended
What are Error Pages ? google adwords
• Error Pages o AdSense for errors program shows AdWords ads o when people enter an unregistered URL or a search term in their browser's address bar rather than in a search engine such as Google. o Previously, these searches would result in error pages (for example, a "404 error" page), would leave the person no other option but to do another search o Now, these pages offer ads that can be relevant o AdSense for errors uses Google's technology to interpret search terms before delivering targeted, contextually relevant ads to people. o These pages display ads through AdSense for errors belong toDisplay Network
Use appropriate keyword matching options to control who sees your ads
• Experiment with keyword matching options. • The four matching options determine which Google searches can trigger your ads to appear, helping you control who sees your ads. • With broad match, you'll typically receive the most number of ad impressions.
Example = of buidling Negative Keyword List
• For instance, an advertiser for a financial institution that provides loans but does not offer actual rate quotes may want to include 'rate' and 'rates' as negative keywords. However, if he wanted to include 'fixed rate mortgage' in his keyword list, he should not include 'rate' among his campaign negative keywords list.
OPTIMISE KEYWORDS FOR BETTER ROI • Try to understand what stage within the buying cycle a user might be in.
• For instance, users searching with terms like "reviews" or "ratings" are probably still researching the product and might be less likely to make a purchase at that stage. • To target serious buyers, you might try using keyword phrases that include conversion-related words like "buy," "purchase," or "order," o and use "reviews" as a negative keyword. • You can also include specific product names you sell and model numbers. o Users searching on highly specific terms know exactly what they are looking for and could be more likely to convert for you.
How can you add exclusions to improve your contextual targeting? What Type of Exlusions can be made
• From within ad group or campaign, can do two things: 1.Exclude specific sites or types of sites ---don't want ads to appear on, •Competitor sites •Low conversion rate sites •Websites that aren't appropriate for your audience or ads. 2. Exclude many pages about a specific topic at once.
What is Primary Objective of Search Engine. Google.com Homepage is?
• Help users find information, products or services quickly and accurately.
Tips for Creating Successful Text ads
• Highlight what makes your business, product, or offer unique • Include prices, promotions, and exclusives • Tell your customers what they can do • Include at least one of your keywords in your ad text • Match your ad to your landing page • Appeal to customers viewing your ad on a mobile device • Experiment
If ad position is 8 on what page may it appear?
• If Average positiong is below 8 o below 8 may not apear on first page o Increase bid may help on ad position
Define Click
• If a customer sees your ad and clicks on it to learn more or to do business with you, • Recorded in your account as a click. • Monitor your clicks to see how many people choose to enter your website from your ad.
KEEP IN MIND _ ABOUT TEXT ADS
• Keep in mind - text ads on google display network might appear different
• While counterintuitive, slightly lowering your bids in campaigns that are "limited by budget" could potentially help you earn?
• Lowering bids for budget-constrained campaigns could reduce the average amount you pay when someone clicks your ads, o with the potential for your budget to go further and get more clicks. • Lowering bids too much, however, could result in fewer clicks if your bids are no longer competitive.
Choosing you first bid on Display network *If you dont set a bid what happens?
• Make a Starting bid - To find the right Display Network bid, you can make a starting bid, see what happens, and then edit it. • If you don't set a specific Display Network bid,- AdWords will use your ad group's default bid.
Define Click Through Rate CTR - How is it Calculated?
• Metric that helps show how your ads are performing. • The more relevant your ads = more often users click on them, = higher CTR o Number of ad clicks/number of impressions x 100.
Negative keywords can help increase your ROI and conversion rates by
• Negative keywords can help increase your ROI and conversion rates by preventing your ad from showing for searches that include that word or phrase.
Is there a minimum amount to Spend in Google Adwords ?
• No minimum amount to spend • You set an avearage daily budget and choose how to spend
If the Network selected for your campaign is set to -- Search and Display where are your ads eligible to show?
• On GOOGLE SEARCH NETWORK ads will show: o includes Google Search, Shopping, Maps, and o search sites that partner with Google - like AOL, • ON GOOGLE DISPLAY NETWORK o includes sites and apps that partner with Google o as well as Google sites like Gmail, YouTube, Blogger, and Google Finance.
How to View your Account and "All Campaigns" at a glance?
• Once you've created your first campaign, you'll see an "All online campaigns" panel o Appear on the left side in the Campaigns tab of your AdWords account. o From this panel, you can see at a glance how your campaigns and ad groups are organized. o This folder structure also allows you to quickly move around your account
What are Parked Domians?
• Parked Domains • An undeveloped webpage that belongs to a domain name registrar or domain name holder. • Our AdSense for Domains program places AdWords ads on parked domain sites that are part of the Google Display Network. • Parked domain sites offer ads that can be relevant to a person's search • Depending on the design of the site, a parked domain site can be classified as either a Search Network site or a Display Network site.
What is ROI ?
• ROI = the ratio of your net profit to your costs.
•Restrictions for ad which get eligible approval status are:
• Restrictions for eligible ads: o Eligible ads can only run on Google search pages until they're approved. o Eligible ads can only show for users who've turned off SafeSearch filtering. o Eligible ads can't run on the Search Network and Display Network until they're approved.
To use Contextual Targeting Campaigns Types must be set to ?
• Search & Display Networks - All features" • Display Network only - All features" • Display Network only - Remarketing"
Define Ad Groups
• Sets of related ads, keywords, and placements. • within each campaign, you have one or more ad groups,
COST PER THOUSAND IMPRESSION Why use CPM bidding? Advertisers choose it b/c....
• Some ppl prefer CPM bidding because o Want to be able to set a maximum amount they'll pay for each impression, instead of for each click. • Others simply don't care about clicks for their ad campaign. • Businesses that just want to get their name in front of more people, o Exp: may care more about ad views than about clicks and visits to their website.
What types of ads can be shown on the Display Network
• Text Ads • Images Ads = ads that include photos or artwork • Rich Media Ads = ads with animation or other types of motion • Video Ads
What compontens make up ad TEXT AD?
• Text ads, the simplest version of a clickable message, Contain three components: 1. a headline, 2. display URL, 3. and a description
The "Status" column of your Ads Tab Signals? Reflects?
• The "Status" column of your Ads tab signals o whether or not an ad is active o the reason for its status. •The status of an ad reflects o changes that you make to that ad or its campaign o Ad approval - whether or not that ad's been approved based on AdWords policies.
Does the display network give you better results thank the search newtwork?
• The Display Network may give you results that are better or worse than search ads, o depending on your business and the ways you advertise. EXP- If you sell cameras, for example, a blog for photographers may be a very good spot for your ads, with an audience that's excited about what you sell.
THE OPPORTUNITIES TAB - Explain Overview what it is....
• The Opportunities tab is an entire section of your AdWords account dedicated to helping you improve your ad campaigns. • It's like a personal assistant who can help you: o discover more keywords o and make the most of the budget you're comfortable with.
How the OPPORTUNITIES TAB works?
• The Opportunities tab looks for ways to make reasonable changes that could have an impact on your account if you choose to accept the changes: • You start by choosing a goal. o Then the Opportunities tab runs with your goal, looking over your historical campaign data, Google search volume and trends, and your campaign settings to automatically generate ideas for you to consider.
Ad Text - HEADLINE
• The first line of your ad is the one that customers are most likely to notice. • Want headline to stand out, consider including keywords. • People are more likely to notice headlines that match what they're searching for. * In our sample ad, the keyword "advertise" should get the attention of people who are searching for ways to advertise online. • Google can show up to 25 characters in your headline.
Define Maximum cost-per-click (maximum CPC)
• The highest amount that you are willing to pay for a click on your ad. • Set a maximum CPC: Within an ad group - for individual keywords - or for all the keywords
Define Impressions
• The number of times an ad is displayed on Google or the Google Network. • Monitor your impressions to see how many people your ad is shown to
To change an Ad Groups Name you click:
• To change ad group's name, click the pencil icon that appears when your cursor is next to the ad group's name. • Note - if you click the ad group's name instead, you'll jump to the Keywords tab
OPTIMISE KEYWORDS FOR BETTER ROI To determine the profitability of a keyword, you can ?
• To determine the profitability of a keyword, you can track the conversions from that keyword with Google's free conversion tracking tool.
To measure ROI you first need to measure what?
• To identify your ROI First need to measure conversions • Conversion-customer actions that you believe are valuable: • Such as purchases • Sign-ups • web page visits • or leads.
What you can do with an MCC account
• Use a single login to access all managed accounts. • Easily view multiple managed accounts, including other MCC accounts, using a My Client Center view. • See relevant information for all managed accounts in one place. • Run reports across multiple managed accounts at once or download the My Client Center view into a CSV file. • Quickly create and link new AdWords accounts from within your MCC account.
ABOUT IMAGE ADS - Where are they shown?
• Use image ads to capture people's attention as browse websites in the Google Display Network. • The network contains thousands of sites and apps, from online newspapers to blogs to Google websites, such as Blogger. • Image ads give you a way to entice customers to your website, using a combination of graphics and text. • You can create image ads in various sizes. • If you have a static, animated, or Flash image that you'd like to use, you can upload it into AdWords. • Also take advantage of available templates in display ad builder to build a custom ad.
For what purpose can image ads be used for?
• Use images to drive awareness of brand or increase clicks and traffic to your websit
Questions to ask yourself when setting up Campaign maximize your AdWords success:(4 general marketing questions)
• What does your business offer? • How is your business different from its competitors? • Who is your core audience? • Where do you provide services?
• When constructing a negative keywords list, try to be............
• When constructing a negative keywords list, try to be as exhaustive as possible. However, be careful that none of your negative keywords overlap with your regular keywords, as this will cause your ad not to show for that keyword.
Explain how Search ads and display ads reach people at different moments?
• When people actively looking for something, your search ad may be answer they need. • However, people who see your ad on the Display Network may simply be browsing a favorite blog or watching videos -- not actively searching for what you offer.
When do you set up time zone and currency of your account?
• When you create your account, choose your time zone and currency.
Where will you see each message: Alerts? Announcements? Notification?
• Where Might see them o Alerts - Home Billing and Campaign Tabs o Announcements - Home Tab o Notification - sent to email
What is the Description of a TEXT ad? -where in the AD is it found? -How many characters can be used max?
• Where you describe the product or service you're advertising. •The final lines of your text ad •Space is limited, - highlight the most important details and benefits. oGoogle can show up to 35 characters for each description line • Keep in mind - text ads on google display network might appear different
Define Cost-per-thousand impressions (CPM) Bidding ; For which type of Campaigns is it available for?
• With some campaigns choose to pay for views of your ad rather than clicks. • The maximum CPM - most willing to pay for each thousand impressions, or views of ad. • CPM bidding is only available: -Campaigns that target the Display Network ONLY -NOT Google search or search partner sites.
How to decide what CPC bid amount to set
• You can figure this out based on what you know about your business and the value of a sale. o For example, if you sell US$5,000 diamond rings, one new customer is probably worth more than if you sell US$0.99 packs of gum. Or you can use the tools Google has created to help you learn more *Using Google tools to help you decide CPC bids -Bid Simulator, traffic Estimator, first page bid estimare, *Using Bid Adjustments - with an enhanced campaigns
COST PER THOUSAND IMPRESSION Placement-level CPMs:
• You can set a CPM bid for each placement if you like. • If you know a site gets great results for you, you can bid more for placement there
Can you used special charaters in you Text ads?
• You can write your ads in a number of supported languages. •Most non-English characters, including tildes, umlauts, and cedillas, will appear correctly in your ads, including the display URL •For languages that use double-width characters, like Chinese (simplified or traditional), Japanese, or Korean, o your text ads will appear on Google search results the same way that they appear in your account. * KEEP IN MIND - your headline, description lines, and display URL should meet our character limits. o We recommend you preview your ads to make sure you're satisfied with how they appear.
COST PER THOUSAND IMPRESSION How to use CPM bidding ? * Bid, amount chargered
• You set the highest amount you want to pay for each 1,000 ad impressions. o called this the maximum CPM bid, or just "max CPM." • The higher your max CPM, = the greater the chance that your ad will appear. • Charged $ - As always, the AdWords system will charge you only what is needed to place your ad above the next-highest ad.
How does the choice of ad delivery and your budget work together?
• ad will stop showing as soon as your daily allocated budget is spent • choice of delivery method determines: - how often and over how much time your ad shows, - how long your budget lasts.
Define Placement -
• another way for you to control where your ads appear. • Usually a website where you'd like your ad to appear.
Account Settings that can be changed For all Google products are:
• language, country, and zip code -- for all your Google products. oNo matter what changes you make, however, these settings don't change how people see your ads.
Good Account Organization Helps you? As a Result?...................
• make changes quickly, • target your ads effectively, • ultimately, reach more of your advertising goals. • Result:- you'll also have sets of ads and keywords that are directly related to each other, which helps improve your Quality Score
A number 1 means your Ad Position is:
•1 = position your ad is the first ad on a page
Which Approval Statuses does the Policy details column in your Ads tab give? explain each
•APPROVED (limited) = Policy column - If your ad has an Approved (limited) status, you'll see details on why that ad is limited to a certain audience. •DISAPPROVED STATUS = Policy column - If your ad has a Disapproved status, you'll see the reason why that ad wasn't approved. Click the disapproval reason to learn more about that policy, then make changes to your ad (and website, if needed) so that it complies with our policies. •SITED SUSPENDED = Policy Column - If your ad has a Site suspended status, check your email for details about why your site was suspended from AdWords. The email will tell you the name of the policy that was violated, the site that's in violation, and a link that points you to more information about that policy and how to fix the issue.
Example of =="Online electronic Store Account Campaign AdGroups Keywords
•Account = Online Electronic Store •Campaigns = Televisions and Cameras o - create two separate campaigns for each. o - Splitting your account into two campaigns ensures that you can devote at least half of your online advertising budget to each product area. •Adgroup = Digital cameras, Compact cameras / o - you might create various ad groups for different types of cameras •Keywords = choose keywords that are very closely linked to your ad text. o - Types of keywords different brands, models, and prices for digital cameras Seeing your account organization at a glance
After budget is set, - Ad Delivery determines:
•Ad delivery determines how often your ads show throughout the day
Ad position is determined by
•Ad position is determined by your Ad Rank in the auction. - Ad Rank = score based on Bid + Quality Score *Bid - CPC -Cost Per Click bidding how much you're willing to pay for a single click on your ad. *Quality Score measure of how relevant your keyword is to your ad text and to what a user is searching for.
By Reviewing your paused ads google will help
•AdWords allows you to do this by creating your ads in advance and then pausing them. • If no issues with ads during review, they'll be able to run as soon as you unpause them.
Define Cost-per-click (CPC) Bidding
•AdWords charges you for each click your ads receive. •You won't incur any costs if your ad is displayed and users don't click it. •CPC bidding is the default for ads running on Google and the Search Network. -Campaigns that focus on getting a direct response from their audience, *A sale, sign-up, or other action.
When will Adwords show a recommended budget for your campaign?
•AdWords shows recommended budgets for campaigns that repeatedly meet their daily budget but have the potential to earn more clicks and impressions.
The Google Search Network Ads Appear on: Ads are matched: Ad Format:
•Ads Appear on: group of search-related websites where your ads can appear, oGoogle search sites oSearch Partners - search sites that partner with Google to show ads, • Ads matched to search results based on the terms a person uses to search. •Ad Format: Text ads are the the main ad format used on the Google Search Network.
All Ads in Adwords are subject to
•All ads in AdWords are subject to review, whether they're paused or active.
How do Paid Ads: -Appear -Matched to query -Ordered
•Appear - under the "Ads" label alongside, above, or below free search results. - AdWords advertiser sign up adwords homepage •Google matches - ads to a person's search based on how closely the search matches the keywords and campaign settings for ad •Results ordered - based on a combination of CPC bid and relevance
Define Quality Score
•Basis for measuring the quality of: - your keyword and ad - determining your cost-per-clicks (CPCs). •Quality Score is determined by: - your keyword's clickthrough rate (CTR), - relevance of your ad text, - historical keyword performance, - and other relevancy factors. •+ The higher your Quality Score, = the lower the price you'll pay per click.
How Budget Recommendations are calculated - BUDGET RECOMMENDATIONS ARE BASED ON?
•Budget recommendations are based on: •keywords and determined by how many times your ad could've shown in total if you had a limitless budget. In other words, AdWords looks at how often your ad wasn't eligible to show based on your budget limitations.
A Budget Establishes what for a campaign?
•Budget=establishes a charging limit for an individual campaign, oAmount comfortable spending per day (monthly credit card bill) if you multiplied your budget by 30.4, avg # of days in a month). Actual costs may be lower, depending on how you manage your bids.
What options does google offer to Match your ad to sites in the Display Network?
•By KEYWORDS AND OR TOPICS / CONTEXTUAL TARGETING: - *Ad group has keywords or topics and its campaign is set to show on Display *Adwords matches ads to relevant sites in the Display Network -Based on Ads - keywords or topics, among other factors. -Bsed on Ads - Language and location targeting *Google analyzes the content of each webpage to determine its central theme, • CHOOSE SPECIFIC SITES or PAGES / "MANAGED PLACEMENTS" *Select webpages, online videos, games, RSS feeds, and mobile sites and apps *Block your ads from sites NOT relevant. *Use automatic and managed placements together *You can assign a different bid to a specific webpage - make ad more competive • FIND USERS WHO ARE ALREADY INTERESTED IN WHAT YOU HAVE TO OFFER *Create a "Remarketing Campaign": o interest categories, -Reach ppl who have previously visited your site as they browse other sites 1. Place code on website , 2.Vistor to your website code added to computer 3. See add when on other site 4. Promted to visit your site again *Adding "Interest categories" --Reach people interested in products and services similar to those your business offers --Even when these people are browsing websites or using apps not directly related to these products and services.
How can your currency affect they way you pay your bills?
•Choice of currency can affect your choices for paying your bills. o Exp:= Euros as your currency, you'll only be able to pay in Euros might not be able to use certain credit cards.
When planning your campaings for every campaign you:
•Choose a BUDGET, pick where your ads appear GEOGRAPHICALLY (within a specific country, city, or within a custom-created area that you specify), •Select where your ads appear ONLINE - NETWORK (on search pages, display network pages, or both).
When does Google consider "Google Instant Ad" as an Impression. What has to happen?
•Click Anywhere -The person begins to type a search term on Google and clicks anywhere on the page (a search result, an ad, a spell correction, a related search). •Click Search/Enter/Predicted Term -The person chooses a particular search term by clicking the Search button, pressing Enter, or selecting one of the predicted terms. •Stop Typing, Results 3 Sec - The person stops typing, and the results are displayed for a minimum of three seconds.
Approval Ad Status - DISAPPROVED
•Disapproved - Ads with this status have an issue with one or more of our advertising policies, - therefore can't show until the issue is resolved.
The Four Levels you can give accesss to your Adwords Account are
•EMAIL ONLY oCan receive account alerts, reports, and other notifications via email oCan't sign in to access the account •READ-ONLY ACCESS oCan receive notification emails oCan view and run reports from the report center oCan browse the Campaigns and Opportunities tabs oCan browse the Contextual Targeting tab (in the Tools and Analysis tab) oCan unlink My Client Center accounts •STANDRAD ACCESS oCan receive notification emails oCan view, edit, and manage any part of an account and its campaigns oCan't give account access or change another person's access level •ADMINISTRATIVE ACCESS oCan receive notification emails oCan view, edit, and manage any part of an account and its campaigns oCan give account access and change another person's access level oCan cancel invitations from other users •MCC ACCESS oCan receive notification emails oCan view, edit, and manage any part of an account and its campaigns oCan give read-only or standard account access and change another person's access level to read-only or standard
In the table on the Ad groups tab, you can edit a single ad group by simply clicking?
•Edit Single ad group - by simply clicking on its status icon or its bid in the "Default Max. CPC" column.
How to Check approval status of a paused ad?
•Enable the Policy details column = see policy information for each ad, including whether or not that ad has been approved or disapproved. •Here's how to enable the Policy details column: 1. Go to the Ads tab in your account. 2. Click the Columns button in the toolbar above the statistics table. 3. Click Customize columns. 4. In the Attributes section, click Add next to Policy details (not downloadable). 5. Click Apply. After following the steps above, you'll now see a Policy details column in your Ads tab. • This column shows you whether your ad is approved or not. • If it isn't approved, you'll see one or more disapproval reasons. • Click the disapproval reason to learn more about that policy, then make changes to your ad (and website, if needed) so that it complies with our policies.
What is an Auction in relation to Ads on Google
•Every time users Search Adwords runs an auction to determine (1)Ads to show on results page and (2) Rank on the page
Using the API, Developers can:
•Generate automatic keywords, ad text, destination URLs, and custom reports. •Integrate AdWords data with your inventory system to manage campaigns based on stock. •Develop additional tools and applications to help you manage accounts.
How are placements on Google Display Network Determined?
•Google Picks - placement automatically determine match keywords sites in Display Network. •You Pick - can set bids for each and choose the sites where your ads might appear.
Ad Rank determines:
•Google Runs an Auction each time users "Google Search" for keyword or phrase •AdRank - determines order in which ads appear on the search results page •
What is Google adwords?
•Googles Online Advertising Program/Platform - effective ads and serves them to people who are already searching online for information related to business
When is an ENTIRE CAMPAIGN eligible to Resubmit Entire Campaign for Review
•If ads were disapproved issues with ad's destination URL, o may have the option to use a link in your account to resubmit all eligible ads within that entire campaign. Exp: ads were originally disapproved because your landing page was temporarily down, you can use this option to resubmit that campaign once your webpage is back up again. •Note that this option is only available for ads that have been disapproved for certain issues relating to your site or destination URL.
Explain what " Bulk Action" can you do with Advanced tools such as, • AdWords Editor • The AdWords Application Programming Interface (API), • AdWords My Client Center (MCC), * Adwords Value Track
•If you have one account, you can select multiple items on the campaign, keyword, ad group or ad tab, then to make changes to these selections using the Edit button. EXP1: - , you can select hundreds of ads, - then change the ad text, the destination URL or the display URL across all these ads. EXP 2: - You can make similar bulk changes to budgets of campaigns and ad groups, or bids on keywords, for instance.
In Organich Search results use may also see may include: (in additon to links to sites)
•In addition to links user may see: Relevant results on a map that lists local business locations, contact information, and driving directions.
Bidding to balance sales volume and profitability Given that conversion rates don't vary much with ad position, what are the TRENDS its important to remember 1. 2. 3.
•Increasing bids generally results in more conversions at a higher average cost-per-acquisition (CPA). •Decreasing bids generally results in fewer conversions at a lower average CPA. •Increasing bids while limited by daily budget generally results in fewer conversions at a higher average CPA.
Define "Manual Bidding" strategy for CPC Cost-per-click option:
•MANUAL BIDDING: Default option to let you manage your maximum CPC bids yourself. -Can set bids at the ad group level, -or for individual keywords. -DEFAULT BID AMOUNT - will be applied to all keywords in your new campaign's ad group. -CHANGE BID AMOUNT -amount at any time -may change this value for individual keywords via the Max CPC column on the Keywords tab
If you have an account history to work with, what can the OPPORTUNITES TAB help you with?
•Make improvements without spending a lot of time and money The Opportunities tab looks for opportunities for you so you so that you can focus on making decisions instead of conducting research. And you'll keep costs in check because the Opportunities tab works to make small improvements with what you're willing to spend. • Keep Your Campaigns Fresh Have you been using the same keywords for awhile? When's the last time you changed your bids? The Opportunities tab can help you keep your account fresh. • See Performance Estimates Based on Historical Data While the Opportunities tab doesn't predict whether your ads will do well, it does tap into a lot of data from the past like your campaign performance and what people search for on Google, to show you possibilities.
How does Contextual Targeting match ads to relevant site? On what Network?
•Match ads to relevant sites on the Google Display Network o using your keywords or topics, among other factors
The method you use to change your adwords Sign-in Information affects?
•Method affects how you sign in to your other Google products.
What is the "Reach" of the Display Network? -Internet Users? -#Languages and Countries?
•Millions of partner websites, news pages, and blogs to Google websites including Gmail and YouTube, the Display Network •Display network reaches 83% of unique Internet users around the world (source: DoubleClick Ad Planner), •People speaking more than 20 languages in over 100 countries. •To help make sure your ads appear on high-quality sites and products, all websites and products in the Display Network are reviewed and monitored by Google.
How many days does it take for google to review your ad
•Most ads are reviewed within three business days
Why is MCC My Client Center a powerful tool?
•My Client Center (MCC) is a powerful tool for handling multiple AdWords accounts. •Think of MCC as an umbrella account with several AdWords accounts (managed accounts) linked to it. •It saves time by letting you view and easily manage all of your AdWords accounts from a single location. •An MCC account isn't an "upgrade" of your AdWords account. Instead, o it's an entirely new account you create.
Name ways you can tell your are obtaining benefit of ROI - Return on Investment when using Google Adwords?
•Online Advertising is measurable -Know if meeting your advertising goals. -User's click can be tied to a particular ad, keyword, and search query, - Optimize to according to goals *Spot a trends -you can create, modify, or delete keywords, ads, and campaign targeting selections -Respond quickly to changes and trends and *Improve your ROI even after your campaign has started
When people search on Google Search what two type of results for they see as results?
•Organic Search/Free - results appear links on search results pages - NOT Google Advertising •Adwords ads - appear under "Ads" label placed on top or right side
Ad Groups should be Organized by
•Organize by - organize your ads by a common theme, o Types of products o Types services
OVERDELIVERY - and what it means to your budget?
•Overdelivery =Google may allow up to 20% more clicks (or other ad activity for campaigns on another bidding option) in one day than your daily budget specifies. -Because customer traffic fluctuates from day to day you're never charged more than 30.4 multiplied by your daily budget amount
AD STATUS - Pause means: See it from where?
•Paused: Inactive because you paused it. --means ads don't show or accumulate new costs until resumed. --See from- "Campaign paused" or "Ad group paused" from your Ads tab
AD STATUS - Pending means: It may also be this b/c - you see:
•Pending: Inactive but scheduled to begin at a future date. o-Can see "Campaign pending" or "Ad group pending" from your Ads tab if the campaign or ad group that contains this ad is pending.
Types of Actions you can do with "Adwords Editor" are:
•Perform detailed searches across campaigns •Work offline, then upload your changes at any time. •Make bulk changes, like updating bids or adding keywords. •Copy or move items between ad groups and campaigns. •Navigate through your account quickly and easily. •Circulate proposed changes to other people and get feedback from them before you post changes
What does an ad Placement Consit of?
•Placements = Ads show on other sites across the Internet - o Placement consist of an entire website or just part of a site. o These Websites a are all part of Display Network.
You can mesaure effectiveness of advertising on Display Network by?
•REPORTS: By segmenting your ad's performance by network, and by tracking its performance on individual Display Network placements, you can see when and where it performs best. what webpages your ad ran, which ads deliver the most clicks which sites give you the most sales for the lowest cost. Then, you can adjust your targeting and bidding strategy to get the most bang for your buck. •VALUE: oData shows a click from a Google Network page is less likely to turn into: o business Result: online sales, registrations, phone calls, or newsletter signups oGoogle May automatically reduce bid for that site, charging less for same click.
Describe how google enables to obtain the benefit of "Reach" through adwords.
•Reach internet users - billions of searches millions of videos (display network) •Target any segment - of www audience looking relevant content about products, services, information, and websites. •Get Presence products or services - Relevant searches or Pursue interest online (display) •Visible in points of buying cycle - target audiences at all the crucial points in the buying - Be it awareness, consideration, or purchase
STEPS - to Resubmit a single ad?
•Resubmit Single ad for Review: o edit and save it. o Ad will be automatically resubmitted to us for review. 1. Go to the Ads tab. 2. Hover over the ad that you want to resubmit, and then click the pencil icon next to your ad. 3. Make any change to your ad and click Save. Make sure that you actually edit your ad in some way. If you don't make any changes to your ad, it won't be resubmitted for review. Know that after you save, you can always edit your ad again to change it back to the way it was. 4. Your ad automatically gets resubmitted to us for review. • The Status column will soon reflect the change in approval status - • it change from "Disapproved" to "Eligible" or "Under review." • usually within three business days.
Where can Google Ads Appear?
•Rights side of page and sometimes in a Highlighted box above organic search lisiting •Google.com and partner sites in Google Search and Display Networks, websites, •When Actively searching or simply reading content on a site •Mobile devices or watching video on YouTube or using favorite app
The Google Network is Divided in to
•SEARCH NETWORK ---Google Search, Google Shooping, Google Maps, Google Groups --Search sites that partner with google (search partners) exp AOL •DISPLAY NETWORK ---Google Sites (YouTube, Blogger and Gmail) ---Thousands of partnering website
A campaign that scales by performance can work for many "Advertising Goals" , including:
•Selling goods or services directly via an e-commerce site •Generating leads for a sales team •Driving signups for a monthly subscription service
A Well Structured Account
•Separate Campaigns for each -product lines / general themes / types of Services oCAMPAINGS tightly themed ad groups ADGROUPS -Focus on 1 One specific product, service or theme. KEYWORDS - Each adgroup o contain specific keyword lists o relate directly to associated ad text
KEEP IN MIND
•Social annotations may not show all the time on your ads. Whether or not they show depends on several things, including the size of the browser window and what other extensions are showing with your ad. •You can opt out of showing social annotations on the ads associated with your Google+ page by using this form or contacting us.
•Switch between two types that are very different can result in:
•Switch between two types that are very different, o-Some features hidden or deactivated when you switch. o-These features may affect ad serving. • Exp: Switch Display - Remarketing campaign to Search only - Product Listing Ads -many of your settings related to remarketing will no longer apply, -You'll need to choose new options to best highlight your products
AdWords Application Programming Interface (API) lets - is used by who? and enable them to do what?
•The Google AdWords Application Programming Interface (API) lets developers build applications that interact directly with the Google AdWords server. •And the API is flexible and functional -- you can use it to build an application that meets your needs.
AD ROTATION: Optimize-for-clicks How it Works?
•The Optimized algorithm sends ads into auctions based on priniciples of statistical analysis. o Data is accumulated, ad serving will become weighted more heavily in favor of the ads that appear statistically likely to perform better. o It's possible for ad serving to remain relatively even within this setting, if ads in an ad group have similar performance if the ad group does not receive a substantial amount of impressions and clicks for some period of time.
Recommended Budget - The recommendations are based on ? * Factors include? (4)
•The recommendations are based on a detailed analysis of your campaign's performance from the past 15 days, along with the other factors listed below: •Recent campaign performance •Current campaign budget •Keyword list •Campaign targeting settings
Using Contextual Targeting by TOPIC- How does it differ than keywords
•Topic Targeting in addition to keywords reach broader range of pages-Display Network •Match ads to a page's concepts, rather than its individual terms
How long does it take Google to Review ads?
•Unusually within three business days - google reviews ad •The Status column will update to reflect the ad's new status, once reviewed.
How can you view you "Breadcrumb Performance Data"
•Use SEGMENTS to see how your breadcrumbs are performing. •See the number of times someone clicked your breadcrumb links to visit your website, o1.-Select the Ads tab and segment your data by "Click type". o 2.-Your performance data will be included in the "Breadcrumb" click type.
When you first Save an ad it will initialy get which two types of approval statuses?
•When save ad, it'll get either an "under review" status or an "eligible" status. o Eligible = ads are allowed to run on certain pages before they're approved, o Under review = ads can't run anywhere until they're approved because they need a closer look.
for your ads to be eligible to show these automatic annotations in enhanced campaigns what requirements are required?
•Your Google+ page has to be linked to your website. •The domain of your ad's display URL has to match the website URL you've added to your Google+ page. •Your Google+ page needs to have recent, high-quality posts and a significant number of followers, meaning a minimum of 100 for most companies.
About Your bidding Options (General)
•ad auction uses both QUALITY and BID to determine your ad's position o-even if competition bids higher, you can still win a higher position at lower price highly relevant keywords and ads •often pay less than your maximum bid o-b/c ad auction pay no more than needed to rank higher than advertiser immediately below you •Amount Pay is "Actual CPC"
Define First Page Bid Estimates
•cost-per-click (CPC) bid needed for your ad to reach the first page of Google search --when the search query exactly matches your keyword.
Ad Postion is:
•order in which your ad shows up on a page.
Define Optimization
•process of creating/editing keywords and ad text •or adjusting other parts of the account to improve the performance of AdWords ads.
When Choosing Currency you should select
•select the currency that you want to use to pay your advertising costs.
Example = Social Anntations and enhanced campaigns when have google+ and website domain
◦For example, George's ad that has a display URL of happysnacks.com/low-carb will match with a Google+ page that displays the website URL of happysnacks.com because they share the same domain. ◦If you have the same site with different top-level or second-level domains for different countries, contact us and ask us to match these. For example, your ads lead to google.fr and google.co.uk, but your Google+ page displays the URL google.com
Picking the Right Keywords - Step 1
Expand come up with as many keywords relating to your campaign as possible
Active - ads show rarely due to Quality Score
, you should modify your keyword list and ad text to be more relevant and raise your QS
What is Google AdWords?
-allows business create simple, effective ads -Adwords ads appear on the right side or above search listings
Campaign types
1. Search and Display Networks 2.Search Network only 3. Display Network only --> and then choose a sub-type of campaign (ex: Standard campaign type)
How to check quality score
Campaigns tab > Keywords tab > Qual.Score (column on the right)
Bidding options
Cost-per-thousand-impressions (CPM) Cost-per-click (CPC) Cost-per-acquisition
SEM Search Engine Marketing
Creating relevant advertising for targeted search results pages shows both paid and organic search results
True/False Canc change time zone for account multiple times
False can only change time zone ONCE
True/False If your competition bids higher than you, you CANNOT win a higher position at a lower price
False -can obtain through relevant keywords and ads
Quality Score
Google's way of encouraging high-quality ads --> higher quality score, lower the price per click -basis for measuring the quality of keyword, ad, and determining CPCs -determined by CTR, relevance of text, historical keywords performance, and other relevancy factors
Top-of-Page Ads
High Quality Relevant Ads You cannot "Buy" this space
Copy Tips for Google Text Ads
Highlight something unique Include offers, promotions, and exclusives Include a call to action Include at least one of your keywords in your ad copy Experiment
Picking the Right Keywords - Step 3
Refine cut from your list those that are too generic, irrelevant, or obscure
Key Web Metrics - Google Analytics
Sessions Users Pageviews Pages/Sessions Avg. Session Duration Bounce Rate % New Sessions
google ad words
a tool to create and run ads on Google's network
Maximum cost-per-click (max CPC)
highest amount that you're willing to pay for a click on your ad - for individual keyword or overall ad group
PageRank
measure of the importance of a page based on the incoming links from other pages (3rd party web traffic)
Landing Page
when someone clicks your google text ad, they will be directed to your Destination URL which is this it is important that copy here is relevant to where the visitor is coming from
