Google Search Advertising Advanced Exam

Ch. 3: AdWords Ad FormatsCh 3.2: Ad Formats Guidelines and Best Practices

- Text ads subject to AW advertising policies and may be disapproved if not in compliance- Disapproved ads may not run on Google/Google advertising network- Text ad policies fall into three categories

o Editorial and format: apply to ad text (first three lines of ad) Character limit: intended headline, text, URL, must fit within required limits and

not be cut off Prices, discounts, free offers: if ad includes any of these, must be clearly and

accurately displayed on website within 102 clicks of ad’s landing page Punctuation and symbols: among other requirements, ads may only contain

max 1 exclamation pointo Content: policies relate to products/services advertised and apply to ads and content of

site Advertising not permitted for promotion of certain weapons or for aids to pass

drug testso Link: policies relate to display and destination URLs in ad

Display URL must be accurate and links to website must allow users to enter and exit the landing page easily

- Writing Targeted Ad Texto Create simple, enticing ads: highlight key differentiating points

Describe any unique features or promotionso Include prices and promotions

More info about product in ad text, the bettero Use strong call-to-action

Call to action encourages users to click on ad and ensures they understand exactly what you expect them to do when they reach landing page

Buy, purchase, call today, order, browse, sign up, get a quote Include one of keywords in ad text: find best performing keyword in your ad

group and include it in ad text, especially in title Whenever user types keyword and sees ad, keyword phrase will appear

in bold font within ad on google- Image ad Guidelines and best practices

o Static image ads can be in .gif .jpg .png

o Animated ads can be in .gif Flash

o File size limit of image ad is 50 kbo Image ads can be in following sizes

250 x 250 square 200 x 200 small square 468 x 60 banner

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728 x 90 leaderboard 300 x 250 inline rectangle 336 x 280 large rectangle 120 x 600 skyscraper 160 x 600 wide skyscraper

- Image ads Best Practiceso Use compelling call to action o Prominently show your display URL, major component of a text ad

Use brand/logo alsoo Include details like prices, delivery details, and relevant special offerso Relevance is key relevant landing pageo Use appropriate capitalization o Promote sense of urgency in display ads if have time-sensitive pricing/offerso Keep it simpleo Include clear images of product/people using product

Helps users connect with an ado Align all of advertising messaging, help build cohesive brand

Make online image ads consistent with tv/print adso Don’t make people work for your message, get message acorss and then let users

interacto Grab attention right away

- Video Ads: Contento Video should be direct and engagingo Deliver key messages early in videoo Clear about what business offers and message, video may be sole communication with

userso Provide clear next steps after finishing videoo Content should be entertaining, informational, relevant

- Opening image (Click-to-play only)o Image should be descriptive and eye-catchingo Entice users to click play using rich, sharp colorso Include a few words to describe your product, service, and/or companyo Boost play rate with call-to-action that lets users know they can play the videoo Create multiple video ads with different opening image sizes to increase number of

placements where ad will be eligible to appearo Avoid using standard banner ads as opening image

Found that opening image that doesn’t look like actual ad can generate greater interest

Such non-commercial images make users feel like there’s more to learn by clicking ad

o Avoid cramming text into opening ado Quality of opening image consistent with quality of video

- Video Best Practiceso Recommend waiting at least 30 days after beginning of video campaign to measure

successo Bid by impression rather than by click, this way lower CTR won’t affect where ad

appears

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o When using CPC, use negative keywords and exclusionso Focus on interaction rates, better indicator of time your audience engages with your

brand- Beyond individual ads, focus on campaign performance broadly

o Use geo-targeting to focus advertising to regions/areas where conduct businesso Tailor campaign to specific sites and make demographic groups w/ placement targetingo If using keyword-targeting, make sure keywords closely related to specific theme/topico Optimize bids to reach target cost-per-play price

- Placement performanceo Use interaction rate to compare how each of targeted sites is performing in comparison

to campaign averageo If site performing better than average, add more sites like it to campaign

Enter URL in “list URLs” box in Placement Tool to get a list of possible website targeting options

o Consider excluding less valuable sites where users are frequently exposed to your ad Extend reach of campaign by adding better sites through placement tool

o Negative keywords or exclusions prevent ads from showing up alongside content that may not fit with specific marketing objectives

- Mobile adso Mobile ads have unique link policy and size guidelineso Link policy

Destination site must be written in a supported mobile markup language Wml (WAP 1.x) Xhtml (WAP2.0) Chtml (imode, etc.) PDA-compliant html

Size guidelines WAP mobile text ads contain two lines of text, limit 12-18 characters per

line Destination URL appears on third line, have option of “Call” link

o WAP mobile image ads formatted in .gif, .jpg, .pngo Animated mobile image ads in .gif, Flash NOT supportedo Following sizes

6:1 Aspect Ratio 300 x 50, less than 7.5k file size 216 x 36, less than 4.5k file size 168 x 28, less than 3k file size

4:1 Aspect Ratio 300 x 75, less than 7.5k file size 216 x 54, less than 4.5k file size 168 x 42, less than 3k file size

Japan standard size 192 x 53, less than 5k file size

o Recommended practices Start early: not all competitors using mobile ads, creating mobile ad campaign

can increase exposure at lower CPC

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Start strong: bid aggressively at first to make sure ad shows on first page of results

Craft campaigns wisely Separate to lift: create separate campaigns and ad groups for ads that

appear on computers, on Iphone/android, and standard mobile deviceso Makes it easier to evaluate results and lift performance

Choose keywords differently: mobile user typically enter fewer keywords on mobile devices

Pack the most punch: use call to action phrase that catches audience’s attention

Don’t forget display: mobile image ads are great branding tool and can achieve higher CTR and lower CPC

Find your mobile customers Be where your customer is: reach users on google’s mobile display

network with contextually-targeted text and image ads Reach valuable demographics: use device platform targeting to reach

iphone/android users, or use standard mobile ads to target particular mobile carriers

Measure and experiment Measure up: enable conversion tracking to measure results on mobile

websiteo Use vanity phone number to track responses to your click-to-call

WAP ad Practice makes perfect: try out different strategies

- Rich Media Display Adso Contain mix of content types such as text, flash, video, imageso Copyrights: must have full legal rights or an authorized license to distribute all content

you submit to google AWo Advertising policies: all ads subject to AW content and editorial policieso Privacy: may not use any ad to collect personally-identifying user infoo Best practices

Set effective bids and budgets add display ads to an existing ad group create display ads in their own unique ad group

o placing display ads in own ad group makes it easier for you to review performance

customize your ad choose easy-to-view colors: customized color scheme of ad

o align color scheme of template with content of image work with publisher color schemes: if placement targeting, consider

tailoring color scheme to match publisher’s pages calls to action

make sure final frame (for animations) contains all key messaging and call to action

be explicit about call to action, in button or elsewhere Images

use transparent PNG format images whenever possible

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balance ad content: ad text and images balanced within body of display ad and within overall ad size

create a visible Display URL try different display options

change color schemes: changes can dramatically increase CTR, lead to more impressions and conversions

o set up ad, then choose same template again, changing colors, save it in same ad group, then let variations compete against each other

try new templates measuring impact of rich media display ads

driving direct sales: getting more clickso compare costs to leads or conversions: identity whether getting

high enough conversion volume to offset campaign costo target your audience more effectively: work on narrowing down

targeting so spend less money on clicks promoting your brand: measure interactivity

o look at mouseover and interaction rates percentage of impressions in which a user moused over

the ad for more than one second templates in rich media/video categories also provide

interaction rate: tells percentage of impressions for which user interacted with the ad

o track your website traffic trends using Google Analyticso use conversion tracking to learn whether your display ads are

driving the kind of web user behavior you want to see (signups/purchases etc.)

Chapter 4: AdWords Targeting and PlacementsCh. 4.2: Keywords and Keyword Targeting

- keyword match typeso broad match: default setting for all keywords

all searches made using your keyword in any order/combo might display your ado phrase match: narrows reach by requiring words to appear in exact ordero exact match: shows ad when exact phrase is used in search, without any other words

before, between, aftero negative match: eliminates searched phrases you don’t want your ad to appear foro embedded match: allows you to prevent your ad from appearing in relation to certain

phrase or exact matches- broad match: submit keyword to ad group without quotes or brackets

o reach wide audience and trigger ad to appear whenever keyword or similar term appears in a user’s query

o ad appears even if: other words included in query terms in query not written in same sequence as keyword query is similar to keyword: includes plurals/synonyms

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- phrase match keyword targeting: triggers ad to appear for any query that includes your keyword or phrase in exact sequence and form that you specify

o to enable phrase matching, enclose it with quotation markso ex. “used book”o will appear:

used book dealer buy used book rare and used book

o will not appear used paperback book book of used matches

- exact match keyword targeting: most precise method, ad will appear only on query that precisely matches keyword you have chosen, without any additional words/letters before, between, after keyword

o enclose it in square bracketso ex. [used book]

- negative match keyword targeting: specify negative keyword that isn’t relevant to ad, add minus sign

o ex. –college- embedded match: allows to prevent ad from appearing in relation to certain phrase or exact

matcheso ex. –[toy story]

- keyword creation five-step processo 1. Build keyword list: create list of terms that refer to your business and think of

common phrases people use to think of something similar Get additional keyword suggestions from Keyword Tool

o 2. Group keywords by theme: grouping ads and keywords together in their own ad groups by theme can help you better performance from ads

o 3. Set appropriate match types for each keyword (Search Network)o 4. Remove unnecessary keywordso 5. Test run the campaign: keywords need chance to run before you can really determine

how well they’re doing Let them run at least 30 days

- Keyword tool: tool provides additional keyword ideas, including synonyms and spelling variations

o Can build relevant keyword lists, review traffic estimates, add keywords directly to your ad groups

- Monitor keywords using quality score column and keyword analysis fieldo Quality score column: displays quality score

Disabled by default, but can make it show on any tab with statistics for your campaigns, ads, keywords

Click columns in toolbar above table and select Qual. Scoreo Keyword analysis field: gives in-depth view of keyword’s performance

Let’s you know if ad is not showing for keyword, also includes quality score details which explains whether problems with keyword relevance, landing page quality, or landing page load times are negatively impacting your quality score

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To view keyword analysis, click icon next to any keyword in Status column on keywords tab

- Troubleshooting keywordso If keyword underperforms, quality score will decrease and it may become ineligible to

trigger ads for certain queries at its current CPC bido To monitor keyword’s performance, check the Quality Score column on the Keywords

tab of your Ad Group Details Pageo To get detailed view of performance and quality score, click the speech bubble icon next

to any keyword, and more info will appear- Keyword Guidelines and Best Practices

o Group keyword list into similar items, such as product lineo Each group makes up an ad group, can write multiple ads for each ad group

Keyword groupings should match single themeo Broader matching options tend to give you more visibility, but accrue higher costs

Use the “see search terms” report to make sure advertising is being expanded to right types of searches

o Narrower matching options tend to give fewer clicks and lower costso Keep campaign setting in mind

If campaign set up to target very specific geo segment, more general keywords might work well

- Try keyword lists of 20-30 tightly themed terms- Two or three-word phrases generally work best

Ch. 4.3: AdWords Language and Location Targeting

- Whenever you create new campaign, choose which languages and locations you want to targeto Language: target up to 40 different languageso Location: target any combination of countries, territories, regions, cities, and

customized areas that you define- Target language spoken by audience trying to reach- Target countries/territories if want to reach wide audience across one or more countries- Target customized areas to reach specific geo areas which may not be available in region/city

targeting- Can combine targeting options any way you like within same campaign- How language and location targeting works

o Language: Only show ads to users whose Google interface language matches language(s) that campaign targets

o Location: AW shows ads to users located only in targeted locations Google considers google domain (.fr, .de etc.) Analyze search term user submits on google (query parsing)

If search term contains region/city, show ads targeted to that city/region

When possible google determines user’s general location based on computer’s IP address

If someone searches for “plumbers” from NY area IP address, display ads targeted to New York

Can also use advanced location targeting options- Language Targeting Basics

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- Choosing languages to target: language targeting gives good way to reach users even if located in non-native areas

- Detect users language based on Google interface language setting- Ad text using double-byte characters: create ad text using double-byte characters, characters

have special requirementso Limit for title line is 12 characterso Display URL/second/third lines ad text limited to 17 characterso Use single-byte characters for symbols/alphanumeric characters

- Targeting Basics: Country/Territory o Use country/territory location targeting if offer services/products to users in one or

more countries/territories- Region/City targeting: best used by advertisers whose audience concentrated in defined areas

o Capture smaller population segment and receive more qualified clicks Keeps quality score high and costs low

o Create more customized ad text and landing pageso When use region/city targeting, AW displays chosen region/city in last line of ad text to

distinguish them from country and territory ads- Customized location targeting

o Enter physical address: enter business address, then choose distance that forms radius of circle around address

o Select point on map: can define center of advertising circle by dragging interactive map to place a red marker on location

o Multi-point (polygon): lets you click three or more points on interactive map to outline advertising region of your choice

- International Targeting Strategies: if targeting audience located in several different locations, important to organize campaigns and ad groups logically

o good strategy is to organize and name campaigns by location use appropriate location/language targeting for each campaign

o make sure keyword list and ad text for each ad group is in same language- best practices for language and location targeting

o before setting location targeting, enter keywords into Google Insights for Search to find out which locations receive the most querires for keyword

can then alter bid and budgets appropriately, raising them for location with most traffic, lowering for others

o after location targeting set and campaign has been running for a time, use Geo Performance report or Google Analytics to see where your users are coming from

o point ads to specific landing page for targeted regiono to add multiple locations, click the Bulk link under the Custom tab when you edit your

locations and add up to 100 locations at onceo if you’d like to highlight address of your business, add location extensions to ad

Chapter 4.5: Location Extensions

- location extensions quick, easy way to connect you with customers searching for products/services when business in multiple locations

- reach local customers more effectively

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o location extensions raise awareness for customer who may already be close enough to physically visit your business, or who is already searching/browsing for info related to your business in area

o can use google search or google maps google will find ad along with full address and phone number, or link to website

- show local customers more relevant information: location extensions merge business address info with relevant ad text

o ad can also display your business name, address, phone number- location extensions key concepts

o if location extensions enabled and business info eligible to appear within ad placement, info will also be shown

ads on the google search/display networks ad will appear as standard text ad and may also include a business

address will appear on google with additional business info included

google maps ad may appear as a text ad, or enhanced ad with business icon and map

marker that expands to show business image ads associated with a specific point on the map some cases, ads may also appear with relevant searches on google maps

for mobileo Targeting options and availability

Show ad to users based on target settings for the campaign Location extensions do not replace regional/customized campaign targeting

- Enabling Location Extensionso Can edit/create location extension from the under the Locations, Languages and

Demographics section of Settings tab in AW acct Select one of the options under “show relevant addresses with your ads”

o If business owner, can link Google Places account to campaign- Location extensions guidelines and best practices

o guidelines Must follow AW advertising policies for standard text ads Must use accurate business name Accurately represent the business address Load high quality images Submit only relevant images Submit images of proper size and formatting

125x125 pixels for images 16x16 pixels for custom icons File size 20k max .jpg, .gif, .png

o Best practices Targeting ads with location extensions more effectively: more relevant

keywords and ad text are, more targeted ad will be to users Keywords: extensions attach address info to existing ad, don’t need to

provide special keyword choices

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o When choosing keywords, remember users will often enter general locations for keywords to further narrow search results

Ad Text: ad extensions may appear in context with a business address for user or on enhanced map – write ad text with this in mind

o Create location extension to help make local users aware that business is nearby

Managing addresses for location extensions If want particular ad to only appear with particular address (no others),

choose option at the ad leveleffectively target users near to given business location

If business owner, can use addresses stored in Google Places, oink google places account at campaign level

Can manually add individual addresses to campaign with ad extensionso Use option if don’t have a google places acct and not business

owner

Chapter 5: AdWords Bidding and Budgeting

- Bid is amount willing to pay per click, per thousand impressions, per acquisition- Each time ad is eligible, auction takes place among your ads and all other eligible ads

o Ranking on search network: ads are ranked on search pages based on combination of matched keyword’s CPC bid and quality score

o Ranking on display network: ads are ranked on display network pages based on ad group default bid, the ad’s past performance on this and similar sites, and the landing page quality

If set display network bid or bid specific for placement, these will overrule the ad group default bid when ad runs on display network of placement you’ve selected

- Bidding Options- Focus on clicks: cost-per-click (CPC) bidding

o If mostly interested in getting traffic on siteo Automatic bidding: set daily budget, AW works to bring most clicks possible within that

budget Can set CPC bid limit to ensure AW sytem doesn’t bid more than a particular

amounto Manual bidding: pay only when someone clicks on ad but option lets you control your

own maximum cpc bids Can set bids at ad group level, or for individual keywords or placements

- Focus on impressions: cost-per-thousand impressions (CPM) biddingo If campaign targeted to Display Network: May choose CPM option in campaigns

targeted to display networko Bid for impressions on ad, pay for every thousand times ad appearso When cpc and cpm ads compete with each other in same display network auction,

adwords system uses a system of effective CPM or eCPM to compare and rank adso For CPC ads, AW dynamic ranking system considers the bid, CTR, and other relevance

factors Resulting number is eCPM, effective cost per 1000 impressions

- Focus on conversions: conversion optimizer

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o Bidding option enables to specify maximum cost-per-acquisition CPA bid for each ad group in campaign

o Conversion optimizer uses adwords conversion tracking data to get more conversions at lower cost

o Optimizes placement in each ad auction to avoid unprofitable clicks and get you as many profitable clicks as possible

o Using historical info about campaign, conversion optimizer automatically finds the optimal equivalent CPC bid for ad each time eligible to appear

o Campaign must meet requirements to use conversion optimizer Conversion tracking enabled Campaign must have received at least 15 conversions in last 30 days Must have been receiving conversions at similar rate for at least few days

- Setting AdWords Bidso Maximum CPC bid at least $0.01o Maximum CPM bid at least $0.25o When setting CPC or CPM bid, consider following

Value of click: how much is visitor to your website worth? Daily budget: be sure daily budget higher than your CPC/CPM bid

- Tools for managing AW bidso Ad Scheduling: tool for adjusting bids for different times of day or days of the week

Lets you control days/times your AW campaigns appear In advanced mode lets set different bid multipliers for different times of the day

and the week Bid multiplier (10% to 1000% of original CPC) affects all ads in the

campaign, including ads with separate search and display network bids Based on account time zone

o Demographic bidding: tool for targeting ads to specific groups of customers visiting certain sites in google display network

If want particular demographic group to see ad when it appears on certain display network sites, can help make that happen by boosting bid whenever your ad is eligible to be shown to member of preferred group

Done with Bid +% system found on demographic bidding page of campaign

o Position preference: tool for specifying in which positions you’d like your ads to appear Direct-response advertisers can target their most cost-effective ad rankings Brand advertisers can make sure their ads run only in most visible positions Attempts to show ad only when Ad Rank has placed the ad in the positions you

selected If ad rank places ad in higher spot, position preference will discount your

maximum CPC bid to move ad into desired range Ad rank = maximum CPC x Quality Score

- Best practices biddingo Choose bidding strategy fits advertising goals

Focused on clicks: choose automatic or manual CPC bidding Focused on building awareness of product/brand on google display network:

choose CPM bidding Focused on leads/purchases: choose conversion optimizer (CPA)

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o Implement ad words conversion tracking to see how much conversions cost when you’re using various CPC bids

o Use bid simulator to see possible advertising results you could get if used different keyword maximum CPC bid

Estimates click, cost, impression data that ads would have received over last seven days had you set different keyword level bids

To see bid simulation for keyword, click bid simulator icon next to maximum CPC Bid

Chapter 6: Policies and Ad Quality TopicsChapter 6.2: Ad and Site Quality

- Intro to Ad Qualityo How Ad Quality is Defined

Google provides users with most relevant search results based on their searcho relevance automatically determined by many factors, including google’s pagerank

algorithm o most important factor in relevance is ad’s quality, which we measure with a metric

called “quality score”- landing page quality: influenced by:

o usefulness and relevance of information provided on the pageo ease of navigationo load timeo how many links are on the page and more

- About Quality Scoreso Quality score used in several ways

Influencing keywords’ CPCs Determining whether keyword eligible to enter ad auction Affecting how high ad will be ranked Estimating first page bids that you seen in account

- Quality Score for Google and Search networko The historical clickthrough rate (CTR) of the keyword and the ad on Google. Note that

CTR on the Google Network only ever impacts Quality Score on the Google Network -- not on Google

o Your account history, which is measured by the CTR of all the ads and keywords in your account

o The historical CTR of the display URLs in the ad group o The quality of your landing page o The relevance of the keyword to the ads in its ad group o The relevance of the keyword and the ad to the search query o Your account's performance in the geographical region where the ad will be shown o Other relevance factors

- for calculating a keyword-targeted ad’s position, landing page quality not factor- for calculating first page bid, quality score doesn’t consider the ad or search query, since this

estimate appears as a metric in your account and doesn’t vary per search query- quality score for display network

o contextually-targeted ads

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if campaign uses CPC bidding, quality score based on Historical CTR of ad on this and similar sites Relevance of ads and keywords in the ad group to the site Quality of landing page Other relevance factors

if campaign uses CPM bidding Quality of landing page

o Placement-targeted ads CPC

Historical CTR of ad on this and similar sites Quality of landing page

CPM Quality of landing page

- About Landing Page and Site Qualityo Each of keywords will receive landing page quality grade visible when using keyword

diagnosis Grade is based on the average quality of the landing pages in the ad group and

of any landing pages in the rest of the account with the same domain If keyword diagnosis shows that your landing page quality graded “no

problems,” quality score not affected Quality graded “poor” quality score negatively affected When determining landing page quality grade, AW system follows destination

URLs at both the ad and keyword level and evaluates the final landing page- Improving landing page and site quality

o Relevant and original contento Relevance

Users able to easily find what ad promises Link to page on site provides most useful info about product/service in ad

o Originality Feature unique content that can’t be found on another site

Bridge pages: pages that act as intermediary, whose sole purpose is to link or redirect traffic to parent company

Mirror page: page that replicates look and feel of parent site, site should not mirror parent company’s or any other advertiser’s site

Provide substantial infoo Transparency

Openly share info about business Honor deals and offers Deliver products/services as promised Distinguish sponsored links from rest of site content Avoid altering users’ browser behaviors or settings Don’t request personal information

o Navigability Provide short/easy path for users to purchase/receive product or offer in ad Avoid excessive use of pop-ups, pop-unders, and other obtrusive elements

throughout site Make sure landing page loads quickly

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- Types of websites that receive low landing page quality scoreso Websites types to avoid

data collection sites that offer free items in order to collect private info arbitrage sites that are designed for point of showing ads malware sites that knowingly or unknowingly install software on a visitor’s

computero Website types to advertise with caution

eBook sites get rich quick sites comparison shopping sites travel aggregators

- Monitoring quality scoreo Keyword diagnosis: to view quality score for a single keyword, hover over the speech

bubble icon next to the keyword’s status in the Keywords tab Eligible: keywords eligible to trigger ads Disapproved: keywords don’t comply with guidelines or policy and won’t trigger

ads until problem corrected Paused/deleted: keywords you have paused/deleted Low search volume: keywords suspended b/c associated with very little search

traffic Below first page bid: keywords’ bid below first page bid estimate, meaning likely

aren’t triggering ads on first page of search results Low quality score: these keywords have very low quality scores, not likely to

trigger adso Quality Score column: enable quality score column to view a list of quality scores for

your keywords On the Keywords tab, click the Columns button at top of statistics table and

select “customize columns” from the drop-down Select “Qual. Score column”

o CTR Column: view the CTR column on your ad group tab or campaigns tab to see how well an ad group of campaign is performing

In general, CTR over 1% on google is very good

Chapter 6.3: Invalid Clicks Issues

- Intro to Invalid Clickso Invalid clicks are clicks on your ads that are generated by prohibited methods

Sometimes intended to artificially or maliciously drive up advertiser’s costs or publisher’s earnings

Repeated manual clicks Clicks by automated tools, robots, or other deceptive software

o Invalid impressions are those generated by automated systems or users with malicious intent

- Common reasons for multiple clicks from one sourceo Internet service provider: internet provider may assign same IP address to multiple

users, especially those who live close by each othero Comparison shopping: individual users may legitimately click on your ad more than one

time when comparison shopping or when returning to your site for more info

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- How google combats invalid clickso Use three-part system of both proactive and reactive review, which employs advanced

technologies and team of trained specialists to protect advertisers Proactive Real-time filters: continually updated automated algorithms filter out invalid

clicks as they occur Further analysis: using both automated algorithms and manual analysis by Ad

Traffic Quality Team, investigate suspicious click patters looking for invalid clicks that real-time filters may have missed

Reactive Investigations: advertiser inquiries are investigated by our Ad Traffic Quality

team. Reactive investigations relatively rare- Identifying and reporting invalid clicks

o Identifying possible invalid clicks: variety of AW features and reports can help you monitor account’s activity

Optimization: first line of defense against invalid click activity is to optimize account so that ads receive only the most targeted clicks and impressions

Identifying and correcting low-conversion areas in account will also help identify potential areas of invalid activity

Google Analytics: free tool that helps monitor various aspects of account, including conversion rate, visitor behavior, campaign performance

Accurately track only AW clicks, may consider using auto-taggingo Keep eye out for sudden unexplained increases in traffic or a

number of clicks from single source Invalid click columns: directly see the number and percentage of clicks that

have been classified as invalid and automatically filtered from account by adding invalid click columns to your data table on the campaigns tab

Click columns in toolbar above table, download data Billing summary: are not charged for invalid clicks, don’t affect account statistics

If further proactive click analysis shows that invalid clicks have escaped automatic detection, receive credit and appear as “adjustment-click quality”

o Reporting invalid clicks to google First investigate whether clicks may be due to common reasons for click

increases, then check to see if clicks included in invalid click report or as click quality adjustment credits on billing summary page

If not, contact via Click Quality Form

Chapter 10: AdWords ToolsChapter 10.1: Overview of AdWords Tools

- Overview of AdWords Toolso Account management tools: help you view, edit, and update account efficiently o Keyword Tools: provide resources for choosing effective keywordso Placement refinement tools: help make most of advertising budget, either by saving

time or providing insight into what should bid for advertisingo Ad creation tools: enable to create customized ads to promote business

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o Troubleshooting tools: help figure out how to solve issues that come up in account, example: using disapproved ads filter helps quickly find and update ads that aren’t running for policy reasons

o Value Proposition for AW Tools Tools make job easier, improve quality of finished product

- Account Management Toolso My Change History tool: allows you to view changes to your adwords account for any

time period you choose since jan 1, 2006 Filter results by type of change Tool will report on following changes

Daily budget adjustments Keyword edits or additions Changes in ad distribution preferences Changes made via the AdWords API

Will not display following changes Maximum CPC adjustments made by automatic bidding option Ad approval or disapproval Password changes

Best Practices Specify particular date range to narrow down results Clicking the “chart view” link on my change history page will make chart

expando Chart shows timeline of performance statistics along with flags

on dates you made changeso Use chart to identify particular upswings/downswings in

performance along with changes that might have caused swings Clicking flag within chart view will retrict change history results to the

date on which you made changeo Keyword Tool

Find and add new keyword ideas to your ad groups Refine keyword list Find negative keyword ideas See additional keywords that can also trigger ads (expanded matches) Estimate keyword traffic Using tool

Access tool from Keywords tab of any ad group, Reporting and tools drop-down menu, or opportunities tab

Can use search boxes and search button at top to begin searching by entering keyword or a URL

Reviewing keyword results Provides several statistics along with keyword results

o Info can help you pick KW most likely to return quality leads within budget

About statisticso Certain statistics will factor in performance history/campaign’s

country and language

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o Search statistics vary depending on selection of keyword match type

Match type broad or phrase, tool will factor in certain variations of keywords that could potentially trigger ads

Default columnso Competition: column shows number of advertisers worldwide

bidding on each keyword relative to all keywords across Google Shaded bar represents a general low-to-high

quantitative guide to help you determine how competitive ad placement is for a particular keyword

o Global monthly searches: column shows the approximate 12-month average number of search queries matching each keyword

Includes all countries and languages but is specific to your keyword match type selection

o Local monthly searches: column shows approximate 12-month average number of user queries for the keyword for your targeted countries and languages

Specific to your selection from the match type drop-down menu

o Local search trends: column available to signed-in advertisers only

Shows fluctuation in traffic over past 12 monthso Keyword Tool Best Practices

Create new, separate ad groups with similar keywords Create several ad groups in each campaign, each with small narrowly

focused set of similar keywords Divide relevant keywords into lists of 5-20 similar terms

Identify negative keywords: make sure only interested customers see ads Specify language and location: tailor results to particular location and language Start broad and then get specific Keyword selection quality over quantity Can download keyword results and accompanying statistics by using the

Download button above the keyword table Competition and local search trends columns show numbers raning 0 to

1 that correlate with shaded bars in Keyword Tool Local search trends information shows keyword’s fluctuation in traffic

over past 12 monthso About Campaign Negative Keywords

Negative keywords prevent your ads from appearing whenever a user includes a certain tern in search query

Can apply negative keywords at ad group level and campaign level Negative keywords work differently on Display Network

On DN, system compares negative keywords with content of placements where ads are eligible to appear

If negative keywords match content of particular placement, ad less likely to appear on that page

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To add and edit keywords Select keywords tab Scroll down to find negative keywords section Can add at “ad group level” or “campaign level”

o Campaign negative keywords best practices Keyword tool and search term report two ways to find potential negative

keywords- Targeting and Placement Tools

o Placement Tools: help you better control where ads appear across search/display networks

o IP Address Exclusion Tool: refine targeting by preventing specific IP addresses from seeing ads

Can exclude up to 100 IP addresses or ranges of addresses, per campaign All ads in campaign are prevented from showing users with IP addresses you

specifyo Best practices: Some large ISPs use range of IP addresses for all users

Could be blocking large amount of legit and profitable traffico To use

Click Campaigns tab Click networks tab Click exclusions link Manage IP address exclusions Enter list of IP addresses

o Site and Category Exclusion Tool: may find that some websites on Google Networks aren’t good match for ad campaign, use Site and Category Exclusion Tool to prevent ads from appearing on those sites/group of sites related to specific categories

Can Add Exclusions of Exclude Placements (for existing placements that have shown your ad) for either ad group of campaign level from Networks Tab

o Available Exclusions Specific URLs or subdomains: choose to exclude entire website, domain path,

specific page on website Parked domain: sites in Google’s AdSense for domains network

Users brought to parked domain sites when they enter the URL of an undeveloped webpage into browser’s address bar

There they will see ads relevant to terminology in URL they entered Encompassed by both display and search network

Error Pages: error pages when enter search query or unregistered URL in browser’s address bar, see ads relevant to search query or URL they entered

User-generated content (limited availability): supports: Dutch, English, French, german, Italian, Portuguese, Spanish

Forums, social networks, image sharing pages, video sharing pages Best Practices

Do not need to exclude site just because located outside target regiono No matter where site located, ad shown only to visitors who are

located in regions targeted

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System may identify several topics on a single page, by excluding topic may exclude webpages that contain material relevant to product or service

Excluding topic can significantly reduce traffic to campaign- Bidding and Budget Tools

o Automatic CPC Bidding: simplest bidding option, set a daily budget and AW system actively seeks out most clicks possible within budget

o Don’t need to specify individual bids for ad groups, keywords, placements AW system automatically adjusts max CPC bids on behalf

Can set maximum CPC bid limito Best Practices

By setting limit, have more control over costs, but also may restrict ad position or number of clicks ad receives

If no bid limit, automatic bidding choosing whatever maximum CPC bids it determines will earn most clicks possible within budget

o Traffic Estimator: provides traffic and cost estimates for new keywords before add them to campaign, can also review estimates for current keywords already running in ad group

Get estimates for keyword’s status, search volume, average CPC, cost/day, average position

Better forecast ad’s placement and performance based on PCC bid, targeting options, other criteria

Access traffic estimator from reporting and tools drop-down menu or tools page on opportunities tab

Works for ads with keyword targeting onlyo Best practices

Search volume: info can help determine how competitive ad placement is for particular keyword

Estimated Avg. CPC: average amount pay for each click, AW Discounter automatically adjusts actual CPC so only pay one cent more than minimum amount required to keep ad’s position

Estimated ad positions: average position in which ad may show Estimated daily clicks Estimated daily cost

- Ad Creation Tools: offers Display Ad Builder to create customized display ad that suits business/product and better targets web content across Display Network

o Fully customize ad template’s background colors, fonts, images, texto Automatically format ad in most of the standard IAM ad sizes

- Best Practiceso Color

Choose easy to view colors: try to align color scheme of template with content of image

Work with publisher color schemes: placement targeting certain sites, consider tailoring color scheme to match publisher’s pages

o Calls to Action For animations, make sure final frame contains all key messaging and call to

action

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Be explicit about your call to action, in button or elsewhere Important in image-based ads, want to know what user can do if they

click their ado Images

Use transparent PNG format images whenever possible, greatly improve aesthetics and unique look of your ad

o Balance ad content Make sure ad text and images balanced within body of display ad and within

overall ad size, images should be clear, resized to fit the ad shape, easy to recognize

o Create visible Display URLo Try different display options

Experiment with different templates, colors, content- Monitoring and Optimization Tools

o Opportunities tab: central location for optimization ideas across account Can review and apply ideas directly to account, find potential improvements to

keywords, budget Best Practices

Review ideas carefully: ideas are automated so may not be relevant or suit business goals

Use the data: each idea shown includes estimated impact on performance, usually represented by click and impression estimates

Check back often: ideas added and refreshed about every two weeks or sooner

Track the impact: track results of changes using free reporting tools such as conversion tracking, report center, google analytics

- Troubleshooting toolso Ad Preview and Diagnosis Tool: enables you to view ads as they would appear on a

regular google search results page for most users Help diagnose why ad isn’t appearing in search results suggest view ad through ad preview and diagnosis tool instead of performing

regular google search, searching on google can affect ad position by racking up many ad impressions and lowering CTR

especially useful for seeing if ad is appearing for users in a specific geo locationo Keyword Diagnosis: reviews data for each search query and its related ads based on all

available account data at time run keyword diagnosis Issues reported for particular ad and related keywords may include any aspect

related to ad creation and account settings Details that may impact ad delivery for particular query will only be included

from active campaigns/ad groups/keywords Data specific to only ads targeted to search network To run keyword diagnosis, hover over speech bubble icon next to status for any

keyword in Keywords tabo Filtering for Disapproved Ads

Find disapproved ads across account by using filters Click Ads tab Click Filter and Views button

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Select Filter Ads from drop down menu Select approval status, check disapproved box

Chapter 10.2: AdWords Editor

- AW Editor is free, downloadable desktop application for managing AW campaigns- Editor can save time and help streamline workflow

o Download account or specific campaigns, make changes, upload revised campaigns- AW Editor Features

o Work offline on Mac or PCo Upload changes to AW any timeo Store/navigate one or more accountso Add, edit, delete campaigns/ad groups/ads/keywords/placementso Make large-scale changes quicklyo Perform advanced searches and editso Add comments for changeso Sort and view performance statisticso Copy/move items between campaigns, ad groups, accountso Export snapshot of account for archiving/sharingo Import backup or shared file and review proposed changes

- Navigating AW Editoro Tree view: displays account name, followed by campaign names and ad groups within

themo Tabs: Once you’ve selected account name or particular campaign or ad group in tree

view, use tabs to choose what want to view/edit Each tab shows part of account

o Columns: can customize columns that appear on particular tabo Tool bars: tool bar contains buttons for account-level actions, such as post changes and

view statistics Each tab has a tool bar with buttons for functions within the tab

Keywords tab has buttons for adding/deleting keywords, making multiple changes, reverting changes

o Data view and edit panel: data view is large part of screen below tabs that displays details of selected tab, when select row in data view, can edit it directly in the row or in the edit panel below the data view

- Editor Settings: Tools menuSettingso Enable usage tracking and send anonymous data to google to help improve AW Editoro Choose whether to hide deleted items in account, whether to include deleted and

ended items when you download accounto Enable diagnostic logging, when enabled editor automatically saves reports containing

messages sent between AW editor and AW servero Choose locale, which determines currency and interface language in Editoro Choose default campaign targeting, use default language and location targeting you

chose here- Downloading accounts or campaigns

o Can download entire account or specific campaignso Can refresh it any time with “get recent changes” feature

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o Can change the set of campaigns any time Go to File Open Account Add Account Select part of Account you’d like to download

- Editor Functions: Add, Edit, Deleteo Add individual items: can add individual campaign, ad group, ad, keyword, placement

Data menu: select type of addition you want to make Add button on appropriate tab, example select campaign and go to ad groups

tab and click add ad groupo Can create draft campaign, aren’t posted to account until change status of campaign to

activeo Add multiple items: add multiple tools enable to add large numbers of keywords,

placements, ads,, or ad groups at once Tools available from Data Menu or on tab tool bars Add multiple keywords tool enables to add keywords to single ad group, to all

campaigns and ad groups, or only to ad groups you specifyo Edit Individual Items: make single change

Select appropriate context in tree view Click relevant tab above data view Select item you want to edit in data view Make changes in edit panel or directly in data view Can revert any change in editor that has not been posted by clicking Revert

Selected Changeso Edit Multiple items: enter list of changes in the Add/Update Multiple tools or select

items and edit them directly Add/Update Multiple tools: tools ideal for making long lists of specific changes

to CPC or CPM bids, destination URLs, or ad group setting Select and edit specific items:

Select more than one item, hold control/command key and click items want to edit

Select a consecutive list of items, select first item then hold shift key to select last item in list

To select all items in data view, go to Edit Menu Select All Once selected items to edit. 2 ways to edit

Enter changes in edit panel below the data view, any changes made to given field will apply to all selected items

Use Advanced URL Changes or Advanced Bid Changes tools- Advanced Editing Tools

o Advanced Bid Changes and Advanced URL changes tools enable to change large number of CPC/CPM Bids, and destination URLs quickly

Advanced Bid Changes Increase/decrease bids by percentage Remove bids at keyword/placement level so they use the ad group

default bid Constrain any of these changes so that bids do not fall below or exceed

certain values Advanced URL changes

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Set specific URL for all selected keywords, placements, ads Append text to each URL Remove specific URL parameter

- Find and Replaceo Replace Text: feature enables to find and replace text in keywords, placements, ads,

destination URLs Select items you want to search, then go to Edit MenuReplace Text in

Selected Items Can also use formula words to insert campaign/ad group names into

selected itemso Formula words: represent text in particular column in Editor

enclosed in brackets Append Text tool add text before or after existing text in particular

column, for all selected rows- Delete Items

o can delete items individually or delete multiple items at onceo to make individual deletions select the items to delete in data view, click delete button

in tab tool baro to delete list of keywords/placements/negatives/text ads, use appropriate delete

multiple tool, located under data menu or tab tool bars- copy or cut and paste

o can copy or move items within account, or between two different accountso basic copy or move

in data view, select rows want to copy/cut edit menu, copy or cut in tree view, select new destination ad group or campaign go to edit menu, paste

o drag and drop move something quicklyselect it in data view and drag it to new location in

tree viewo copy options

copy just keyword text or placement URL copy just campaign targeting copy campaign or ad group “shells”: enables to copy campaign or ad group

without the items inside, then past duplicate campaign or ad group into new location

all located under edit menuCopy Specialo Can paste to multiple locations

- Cost and Budget Settingso Change campaign budgeto Change ad group default bidso Change bids for individual keywords or placementso Isn’t possible to change campaign bidding option, or change account-level billing

preferences- Get Recent Changes

o Good idea to make sure working with recent version of campaign informationo Click get recent changes in tool bar

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- Editor Functions: View and Sort Informationo Symbols and Colors

Plus (+): added item Plus (+): added item Delta (∆): edited item Minus (-): deleted item Red circle: error that will prevent posting (such as a potential advertising policy

violation or a structural issue, such as a daily budget of zero for a campaign) Yellow circle: warning Green circle: item that has passed AdWords Editor checks but hasn't been

posted Pushpin icon: item with a comment (to see all items with comments, go to the

View menu > Items with comments) Bold: unposted change Gray: paused or deleted campaign or ad group Strikethrough: deleted item

- View or Hide Deleted Itemso Set preferences to view or hide deleted items in accounto Go to tools menusettings, check or uncheck appropriate boxes under hide all deleted

and ended items- Show Performance statistics

o To download and view performance statistics such as CTR, cost, position, conversion info, select a date range with view statistics button in tool bar

- Search and Custom Viewso Several ways to search and filter info in ad groups and campaigns

Use search box above data view to perform simple word/number search within account of specific campaign/ad group

Use view menu to filter info that appears on each tab Click advanced search to perform more detailed search for items that meet

specific criteria When use advanced search, results are called custom view

Example: using advanced search to find all poorly performing keywords In the tool bar, use the View Statistics menu to download your recent

account statistics. In the tree view, select your account name. Click Advanced search next to the search box. In the Performance statistics section, use the drop-down menus to

select specific metrics. For example, to find all keywords with a clickthrough rate lower than 0.5%, select "CTR" from the first drop-down menu, and "is less than" from the second drop-down menu. Then type "0.5" in the text box.

If you think you'll want to perform this same search later, check the box next to "Save this search for reuse" and enter a name for your search.

Click Search. To view the keywords that match your search, select the account or a

specific campaign in the tree view, then select the Keywords tab.- Sort the Data View

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o To sort rows in data view, click column headero Can sort by multiple columns at once

- Add and View Commentso Can add comments to any item in AW Editor, helpful personal reminders or can explain

changes when you share changes with other Editor userso Select item in data view and click Add Comment at bottom of tabo View menuitems with comments

- Find Duplicate Keywordso Use the Find Duplicate Keywords tool to locate keywords that are repeated throughout

accounto Under tools menuo Duplicate keywords will appear in list on Keywords tab, where can edit/delete as

necessary- Keyword Tools

o Keyword Grouper: breaks up keyword list into groups of related terms and allows to create new ad groups with related keywords, keywords copied automatically into new ad groups and deleted from original locations

o Keyword Opportunities: tool includes several features for finding new keywords for account

Keyword Expansion: generate keyword ideas based on descriptive words or phrases, find related terms along with estimated search volume and competition for each keyword

Search-based keywords: find new keywords that are relevant to your website Based on your website URL, feature generates a list of relevant user

queries that have occurred on google search properties with some frequency over past year

Keyword Multiplier: combine lists of terms to form a new keyword list Tool show combination of terms, select appropriate ones for account

- Share and Post Changeso Export and Import Account Info: export snapshot of account, campaign, ad group any

time to review/share with colleagues, four export formats found in file menu Export Spreadsheet (CSV): generate a comma-separated values (CSV) vile that

you can view/edit in spreadsheet program Export Summary (HTML): view clean summary of account with keywords,

placements, ads together Export Backup (AEA): create backup that can import later to restore account to

current state Only option that includes draft campaigns AdWords Editor Archive (AEA) format

Export Changes for Sharing: share changes with other AW Editor users, they will be able to import your changes to Editor, review changes, add comments

AdWords Editor Share (AES) formato Can also import files into AdWords Editor

Import a backup (AEA): restore account to state it was in when backup file was created

Manual backups: created when choose FileExport Backup option

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Automatic Backups: Editor automatically creates backup AEA files during version upgrades when you run “get full account”

Import CSV: if made changes/additions to account in spreadsheet, can import those updates with Import CSV option

Spreadsheets must binclude correct column headers and be saved in CSV encoding

Import share file (AES): view proposed changes and accept/reject them Make sure you’ve downloaded most recent version of account (using

get recent changes), import likely to fail if your view of the account is older/newer than exported version

o Review and Imported File When import a file, the Review Proposed Changes panel appears

Contains a key to the highlighted changes in your account: proposed changes are green, unposted local changes are purple, conflicts between proposed changes and unposted changes are red

Can view only proposed changes in data views of each tabo View menu proposed changes only

o Accept or Reject Changes Have option to reject any changes you don’t want to apply to account Reject a proposed edit entirely, select row containing the edit you want to reject

then click reject selected proposals tab tool bar, option also in Edit Menu To reject aspects of proposed edit that conflict with own unposted local

changes, select row containing edit you want to reject Edit menureject selected conflicting proposals

Revert your unposted change, click Revert Selected Changes Once reviewed proposed changes, can take following actions to clear away

merge panel and signal merge is finished Click Keep Proposed Changes to accept all proposals that you haven’t

explicity rejected Click Reject Proposed Changes to clear away every proposed change,

won’t affect any edits you’ve made since importing proposalo Check Changes

Reviews all unposted changes, helping to ensure changes comply with AW policies

Editor will review changes and show count of how many items pass the check Items that fail checks will display red circle with exclamation mark to their left in

data viewo Errors and Warnings

Displays red and yellow circles when it detects issues that may prevent campaigns from posting properly, such as editorial issues or missing maximum CPC values

View MenuErrors and warnings only, errors only, or Warnings only Items that match selection will appear in data view, click on tabs to see

errors To see details for specific error or warning select item in data view,

explanation of error will appear in edit panelo Post Changes

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To post changes to AW account, click post Changes in tool bar- AdWords Editor Best Practices

o 1) Copy or cut and paste between ad groups/campaigns/across accounts: can use edit menu commands or keyboard shortcuts

o 2) Make bulk changes to keywords or destination URLs using add/update multiple tools or Advanced URL Changes

Example: add 100 keywords to one ad group using the Add/Update Multiple Keywords tool under Make Multiple Changes on Keywords tab

Use Advanced URL Changes to edit destination URLs for 20 ads in 10 different ad groups

o 3) if you need to edit your keywords or ads in spreadsheet, you can then bring those changes back to AW Editor

o 4) Find duplicate keywords quickly in your account or in selected campaigns and ad groups, then select one of each set of duplicate keywords to delete or edit

o 5) Search your account quickly and perform bulk changes on the results of your search Type keyword into search box to locate all instances of that keyword in the

account, then append text to that keyword or otherwise edit ito 6) use advanced search to find items that meet the multiple criteria you specify

Filter performance status of keywords (CTR higher than 2%) and increase their bids to improve their position and performance

Find all keywords with average position lower than 1%, review keywords and delete or use advanced bid changes to change their bids

Find all keywords with 0 clicks, make note of keywords that have many impressions but no clicks, may wish to use Make Multiple Changes tools on the negatives tab to add any irrelevant terms as campaign or ad group negative keywords

o 7) Once you’ve specified criteria for an advanced search, save that search to reuse in the future

o 8) make bulk edits inlineo 9) Drive more traffic to your site and improve ROI by using Keyword Opportunities

tool Use keyword expansion tab to find new keyword ideas based terms that are

currently performing well for account Use search-based keywords tab to find and add 10 relevant keywords to a new

ad group o Use keyword multiplier tab to combine lists of words into new keywords, tool will make

sure you only add the ones that will bring traffic to your siteo Other favorite tips and features:

Download selected campaigns if you want to focus your work on a subset of campaigns.

Undelete and activate previously deleted text ads. Automatically organize your keywords into ad groups based on common

themes, using the Keyword Grouper. Submit multiple exception requests at once. Save a snapshot of your account for archiving or for sharing. Later, you can

import the archive file to restore your prior account settings.

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Chapter 11: Performance Monitoring and Conversion TrackingChapter 11.1: Overview of Performance Monitoring and Conversion Tracking

- By tracking performance and conversions, can identify which clicks more valuable and increase efficiency of ad spend

- How Google measures performanceo AW uses dynamic variable called “Quality Score” to evaluate keyword relevanceo Calculated every time keyword matches search queryo Used in different ways

Influencing keywords’ actual CPCs First page bid estimates Can lower costs, better ad position

- Overview of Common Performance issueso Low Quality Scores

Keyword’s bid doesn’t meet first page bid estimate, and quality score low, status column of keywords tab will read “low quality score”

Neither status column nor keyword analysis field will show first page bid estimate

o Google Network Issues If ad isn’t appearing on sites in google network, check to make sure campaign is

opted in to display or search network

Chapter 11.2: AdWords Reporting

- Understanding AdWords Reportso Generate fully customizable reports on specific topics such as campaigns, keywords, ad

texto Identify important trends over weeks, months, years

- Types of Reportso Data Sources: data for your AW account contained in metrics columns on the

Campaigns Tabo Report Types

Keyword performance: the table on keywords tab displays details on selected keywords and organizes statistics by keyword

Ad performance: the table on Ads tab presents relevant statistics for ad variations, such as text ads, image/video/local business ads

Destination URL performance: The "Destination URL" view on the Dimensions tab displays statistics and measures the performance of destination URLs.

Ad group performance: The Ad groups tab shows statistics for each of your ad groups.

Campaign performance: The Campaigns tab shows statistics for each of your campaigns.

Account performance: The views on the Dimensions tab display statistics for your entire account.

Geographic performance: The "Geographic" view on the Dimensions tab shows the geographic origin of your visitors.

Demographic performance: The "Demographic" view on the Dimensions tab displays the age and gender of your visitors.

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Search term performance: The Keywords tab shows performance data for the search terms that triggered your ads.

Placement performance: The Networks tab shows statistics for ads that appeared on specific domains or URLs in the Google Display Network.

- Running Adwords Reportso Creating/Saving Reports

Can download any data table on campaigns tab as a reporto Sharing reports with other users: can email report to yourself to other users of account,

click email and schedule report link in download panel when creating report- Interpreting AdWords Reports

o Ad, Ad Group, Campaign, URL performance Reports: lets you view statistics on how specific types of ad variations are performing, lets you see performance stats on text ads, image ads, video/mobile/local business ads

Ad group, campaign, URL performance reports shows info for each level of account

o Interpreting Account Performance Reports: gives info on entire account, from Attributes column, select ad distribution you want to see for account

Two conversion columns offer conversion statistics broken down by type, ad conversions, ad conversion rates

o Keyword Reports: view statistics on how keywords performing across all campaigns or in selected campaigns

- Interpreting Placement Performance Reportso Two places where you can see info for report: Networks Tab, Reporting/Reports tabo Think in terms of conversions: recommend rely on conversion data to guide you,

understand how individual sites convertingo Focus on right areas by sorting: Networks tab, Last 7 Days and Tab Options, allow to

focus on areas that matter the most by filtering resultso Act only on statistically significant data: some sites may have little data associated with

them on Networks tabo Don’t focus on CTR: don’t worry if CTR on display Network sites lower than what used

to seeing on search network, it’s normalo Optimize for success:

Re-evaluate keywords and creative: if ads appearing on irrelevant pages, take steps to optimize keyword lists and ads

Utilize placement targeting feature: for sites meeting ROI objectives, target them using placement targeting feature

Consider the site and category exclusion tool: sites not meeting ROI objectives, exclude them from campaign

- Interpreting Search Term Reports: reports allow to see every search term that triggered your ad and received clicks

o Report can: Select appropriate match type for existing keywords Identify new keywords you may want to add Identify existing keywords may want to delete

- Interpreting Impression Share Reports: impression metric available at campaign and account level for search and display network

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o Campaign: if advertiser has more than one campaign competing in same target market, resulting impression share for any one campaign won’t be penalized if it loses impression opportunity to another campaign from w/in same account

o Account: reports at this level will not penalize impression share from competition across all campaigns

- Exact Match impression Share: percentage of impressions that campaign received for searches that exactly matched keyword

o Keyword match type can affect impression share, metric can help determine share of voice for just the specific searches you’re targeting, without requiring you to make adjustments to your campaigns

- Interpreting Reach and Frequency Reportso Metric within the Report Center that shows how many people saw your ads and how

many times they saw them over a certain period of timeo Reach is number of unique users exposed to particular advertisement during a specified

period of timeo Frequency is average number of times a user is exposed to an advertisemento Metrics can help understand how people saw ads within placement-targeted campaigns

and how often each person saw themo Report available at site, ad group, campaign levels for CPM placement-targeted

campaigns only- Interpreting Demographic Reports

o Contains info about gender and age groups for your userso Can optimize campaigns with demographic bidding

- Interpreting Geographic Performance Reportso Gives info about geographic origin of AW metrics such as clickso Help advertisers refine the targeting of their campaigns based on geographic

distribution of users who see ito Campaign, Ad Groupso Country/Territoryo Regiono Metroo Cityo Impressionso Clickso Avg. CPCo Costo Conversions, conversion rate, cost/conversion

- Interpreting Invalid Clicks Reportso Provides data on number of invalid clicks filtered during the reporting periodo Invalid clicks rate column provides data on percentage of clicks filtered out of your total

number of clicks during reporting period- Best Practices

o Use report center assess performance of accounts at more detailed levelo Schedule reports to run on reg basis and emailed to youo Advanced options allow to customize every report with additional columns/metrics

Chapter 11.3: Conversion Tracking Basics

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- Understanding and Calculating ROIo Conversion occurs when click on ad leads directly to user behavior you deem valuableo Advertising only effective if it generates measurable results for businesso ROI can also be called Return on Ad Spend, ROASo Calculated from sales, minus advertising costs, all divided by cost of advertising

- Two Types of Conversionso Conversions (1-per-click)

1-per-click count a conversion for every AW ad click resulting in conversion within 30 days

Other metrics related to conversions (1-per-click) Conversion rate (1`-per-click): conversions divided by total clicks Cost/conv: total cost divided by conversions

o Conversions (many-per-click) Conversions (many-per-click) count conversion ever time conversion made

within 30 day following ad click Conversions will count multiple conversions per clicks Conversion rate: conversions divided by total clicks Cost/conv: total cost divided by conversion

- Setting up Conversion Trackingo Installing conversion tracking code

Adding code to website is simple cut/paste procedure Make sure copy all of code from within account and that when adding code to

website completely within HTML tagso Verifying Conversion Tracking Code

Simplest way to verify that you’ve implemented AW Conversion Tracking is to check page source

Check if code working by waiting for conversion to occur or completing test conversion yourself

o Recommended Privacy Policy Maintain users’ trust and protect privacy, may consider telling users about

tracking methods May include displaying “google Site Stats” text

o Disabling Conversion Tracking Can fully disable AW Conversion Tracking from AW Conversion Tracking page of

Reporting tab- Analyzing Basic Conversion Data to Improve ROI

o Define Conversion Data Columns in Report: start seeing non-zero values for conversion columns once visitors start converting on site

o Conversion rate is percentage of clicks that become conversionso Cost/conversion (1-per-click) is total cost divided by number of ad clickso Cost/conversion (many-per-click) total cost accrued over time period while you’re

viewing divided by number of conversions (many-per-click) you received as result of those clicks

o Google Analytics Conversion goal is a website page that serves as conversions for your site

“thank you” page after user has submitted info through a form Purchase confirmation page or receipt page

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An ‘about’ us page Particular news article

Can import goals into Conversion Tracking to spot further opportunities to optimize advertising campaigns

Must allow data to be shared between AW Conversion Tracking and Google Analytics

o Troubleshooting Conversion data ‘Conversions’ page is simple way to confirm that something wrong with

conversion tracking before reviewing site’s actual source code Ensure that Conversion Tracking is activated within account, check and see that

‘status’ columns says ‘reporting’ Check again after time has elapsed Conversions and transactions get attributed to the date of the click, not date

conversion occurredo Common reason why conversion tracking statistics may not appear is due to

implementation errors with the tracking code itself Verify that you’ve implemented tracking code properly by reading though

conversion tracking implementation checklist Make sure conversion code is on correct page

Place code on conversion confirmation page Problem may be that you’ve inserted code for dynamic pages according to

instructions for static pages vice/versa Check to see that code on pages is same as in account

Chapter 13: Optimizing PerformanceChapter 13.1 Overview to Optimization

- Optimization is process of adjusting parts of account as well as website to improve the quality and performance of AW ads

o Optimization meet advertising goals, be it to gain traffic, lower costs, improve conversions

- Campaign improvementso Organizing campaignso Changing language and location targetingo Changing ad delivery times and position

- Ad group improvementso Editing keywordso Editing ad texto organizing ad groupso changing bidso using keyword matching options

- website improvementso changing website to improve flow and relevancyo choosing right landing pages

- optimizing can mean higher quality score, lower costs, better ROI- advertising goals/desired results most important thing to keep in mind when optimizing- goal: I want more clicks

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o increase ad exposure by adding relevant keywords and site placements to ad groups while making ad text more compelling

- goal: I want to increase my CTRo focus on ad quality. Attract more clicks by refining ads, and eliminate extra impressions

by using negative keywords- goal: I want to improve my ROI

o focus on ads and keywords to attract right audience. Then focus on website. Be sure landing page and entire website is set up to let users find the specific thing being promoted in ad

- improve your ROIo to identify and optimize ROI you need to measure conversion data instead of CTR,

traffic, or other measureso to optimize for ROI, aim for high quality scores which can reduce costs, encourage

conversions with enticing ads and by using the right landing pages, and target customers who are likely to convert

lead potential customers to the most relevant page on site add call to action in ads to highlight action you want customers to take include unique selling points to make ad stand out allocate your budget according to performance group highly relevant keywords and ads together so that your ad text will match

a user’s search target the right region and language for your business use conversion optimizer to get more conversations at a lower cost

o improve CTR really about making ads more relevant to your potential customers optimization should focus on creating more relevant and compelling advertising

to help drive more targeted traffic to your website filter out irrelevant searches by refining keyword list and incorporating negative

keywords where appropriate ad text should reflect user’s search as closely as possible use keywords in ad title and text to make ads more relevant use negative keywords to eliminate unwanted impression that won’t result in

clicks create a relevant keyword list to target when your ads will show use keyword insertion to make your ad more relevant to a diverse audience

o increase your clicks and traffic consider running on a broader range of keyword variations

running on very general keywords can negatively affect quality score and increase costs

create keywords for unadvertised parts of website find new keyboard variation ideas using keyword tool increase daily budgets and maximum CPC bids and/or increase quality scores reach more customers and maximize traffic by targeting the Display network broaden your location targeting settings

o promote brand awareness designed to increase traffic to your website and enable customer to interact or

learn about company’s brand

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might design to run CPM campaign in addition to CPC campaign supplement your text ads with image and video ads that are great for branding

messages use display network placements to show your ad to people who are interested

in what you sell choose a landing page that focuses on the interaction with your brand

- types of optimization toolso targeting tools

keyword tool: provide ideas for new keywords that can add to ad groups, find negative keywords, estimate keyword traffic, see additional keywords that may also trigger ads

placement tool: provide you with ideas for websites and areas in the display network where you can show your ads

traffic estimator: provides traffic and cost estimates for keywords, get estimates for keyword’s status, search volume, average CPC, cost per day, average position

the “search terms” report and search query performance report allow to see every search query that triggered your ad

o optimization tools opportunities tab is central location for optimization ideas across your account website optimizer: allows to experiment with content of website to determine

what users respond to best choose what parts of webpage you’d like to test and google runs

experiment on portion of site traffic conversion optimizer: uses conversion data to get you more conversions at

lower cost, optimizes ad serving to avoid unprofitable clicks and gets you as many profitable clicks as possible

o tracking tools google analytics: shows how people found your site, how they explored it, how

you can enhance experience improve website’s ROI, increase conversions, make more money

conversion tracking: measure conversions account statistics on campaigns tab: give you instant insights into performance

o optimization tool use cases keyword tool: use tool to brainstorm keyword lists and find negative keywords,

use while creating campaign or any time want to expand keyword list traffic estimator: find keyword traffic and cost estimates ot identify potential

keywords to add or to optimize keyword bids, better forecast ad’s performance based on CPC bid, targeting options, other criteria

placement tool: good keyword list will provide sufficient targeting, filter out placements that do not accept that ad type and format

opportunities: consider tab when looking for fast, efficient way to find new keyword ideas or recommended budgets

conversion optimizer: use tool if campaign focuses on conversions and want to optimize bids on case by case basis

website optimizer: tool to test changes to website’s landing page to see which is most effective in improving conversion results

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Chapter 13.2: optimizing campaigns and ad groups

- organization helps achieve advertising goals, make edits quickly, target ads appropriately - create well-structured campaigns by theme or product- good campaign structure also allows you to

o determine which ads are generating best traffic and conversionso monitor changes easilyo have better control over budget and costso easily locate specific keywordso easily manage and edit campaigns

- organize campaigns by topico tightly-themed ad groups focusing on just one product or service you offero create separate campaigns for each of product lines, brands, types of services or

offeringso each ad group should contain specific keyword lists that relate directly to the associated

ad texts- target the right languages and locations

o target your audience appropriately by choosing languages and location that relate to your business

- create highly specific ad groupso build ad group around single product or serviceo group keywords and placements into related themes

- avoid duplicate keywords across ad groups- tools and strategies for optimizing campaigns and ad groups: common ways to structure account

o products and services: creating effective campaign structure is to mirror website’s structure

o performance and budgeting: create separate campaigns in account to set different daily budgets

separate ad groups may be created whenever you’d like to set different maximum CPCs for keywords that may be highly competitive or that convert less often

o themes of functions: set up separate campaigns or ad groups when same product or service can appeal to variety of needs

o websites: all ads in ad group have to promote same websiteo geographic location: create separate campaigns for each area business serveso targeting: create separate campaigns focused on display network and on search

separate campaigns allow to use settings more effective for display network than search, such as different bidding methods

o brand names: branded keywords convert better than generic product descriptions advertiser may want to designate separate ad groups or even separate

campaigns for each brand, depending on variety of products under given brand label

o seasonal products/services: seasonal products organized into own campaigns or ad groups so that these can be paused and resumed according to season

- optimizing keywordso when choosing keywords, think like a customero choose specific keywords that relate to your business, ad group, landing page

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o include variationso take advantage of keyword matching options

get more ad impressions, get more focused targeting negative match keywords are an especially important part of most keyword

optimizationso use unique keyword URLso keywords are not case-sensitiveo do not have to include punctuationo avoid including duplicate keywords across different ad groups/campaigns

- optimize keywords for better CTR: delete keywords with high impression counts but low number of clickthroughs

o important to focus on negative keywordso consider trying different keyword matching options like phrase match to reduce the

number of irrelevant searches- optimize keywords for better ROI

o bottom line for any keyword is how much value generates compared to costo identify and delete keywords that accumulate high costs but very few conversionso once understand value of keyword, increase keyword’s profitability by adjusting

CPC/CPM bid- use appropriate keyword matching options to control who sees your ads- use negative keywords to eliminate unwanted clicks

o filter out different products/serviceso filter out irrelevant searcheso filter for serious buyers

- optimizing ad texto include keywords in ad text

show users that ad relates to their search if part of ad uses same words user searches for, phrase will appear in bold

o create simple, enticing ads highlight key benefits in ad

o use strong call to actiono choose appropriate destination URLo test multiple ads in each ad groups

- optimize ads for ROIo define a clear call to action

goal to maximize ROI call to action should reflect action that you consider conversion

o relate ads to their landing pageso filter out unqualified clicks

- optimize ads for CTR and traffico be descriptive o include deals and benefitso match your keywords as closely as possibleo consider keyword insertion

- optimize ads for brandingo try different ad formats

try visual ad formats like image ads

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graphical messages grab attention- run ad performance report and use data to identify low and high performing ads- use different metrics to measure ads’ success- optimizing language and location targeting

o target only languages and locations relevant to businesso location targeting settings affect ads on Display as well as on Googleo Target right language for business

Single language: target the language in which ad is written Multiple languages: create separate campaign for each language Combine with location targeting: language targeting also gives excellent way to

reach users even if they are physically located in non-native areaso Target right location for business

Country targeting: target countries or territories if business or website serves wide audience across one or more countries

Region and city targeting: target regions/cities if business serves specific geographic areas or if want different advertising message in different regions

Receive more qualified clicks from smaller, more relevant population Customized targeting: ad relevant only to very precise geographic area where

you do business Targeting internationally

Set up separate campaign for each main location and select relevant language for each campaign

Separate geographic campaigns makes it easier to manage account and track each region’s ROI

- Optimizing display network placementso Managed placements: choose individual websites within Display Network

Use only relevant placements, find potential customers interested in exactly what advertising

Delete poorly-performing placements: eliminate irrelevant impressions on ads and improve quality score

Use sites compatible with ad: make sure placements select will accept ad formats and sizes you plan to run

Use most effective bidding strategy: can use CPC or CPM pricing Experiment with different bids: to improve position of ads, try increasing

maximum CPM/CPC bid for individual placements that perform well for you Assign destination URLs: placement level destination URLs send users to a

specific landing page Group placements by theme: review placements and look for themes within

overall list, consider creating separate ad groups with highly specific ads for each of these smaller groupings

Combine with keywords: mixing placements with keywords in same ad group good way to refine Display Network campaigns

Use placement diagnosis: help determine whether display ad is running on particular display network placements

o Automatic placements: keyword list determines which placements on display network will show your ads

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Use relevant keywords: AW systems looks through every possible page in Google display network to find placements that match keywords

Group keywords by theme write ads that match your keywords

o optimizing display network placements find relevant placements: use placement tool to select websites/other

placements in display network where you’d like ad to appear campaigns focused on branding/traffic: think of what type websites target

audience might visit campaigns focused on ROI and conversions: consider type website potential

customer likely to visit when most likely to make purchase or convert track success with placement reports: shows performance statistics for ads on

specific domains/URLs focus on conversions, not CTR

o Optimizing Bids and Budgets Budget and maximum bids are tools to help control costs while working to get

most profit from ads Daily budget determines how often ads show throughout day

Good budget strategy can maximize your ad exposure and take advantage of traffic available to you

Bids help determine ad position on page and profit margins Understand your ROI Understand relationship between cost and quality

Understand how good quality score can enhance any spending strategy Higher keyword’s quality score, lower the price you pay for each click

Allocate budget according to performance: prioritize your products/services then match budgets to each campaign based on priority

Experiment to see what works: test different bid amounts and budgets, measure how effective change is

o Tools for optimizing bids and budgets Evaluate keywords’ value: bottom line is how much value keyword generates

compared to cost Track conversions from keyword with conversion tracking tool or Google

Analyticso Optimize for ROI

Use conversion tracking to track cost per conversion, cost for each conversion should be less than the amount you receive for that conversion

Use advanced ad scheduling if campaigns make more sales or other conversions during certain times of day

Reallocate budget from campaigns that don’t convert well to high ROI campaigns limited by budget

Test bids adjustments until achieve optimal performance Set display network bids so you can bid separately for ads on display network Use conversion optimizer to get more conversions at lower cost Use keyword positions report in google analytics to help decide how to adjust

keyword bidso Optimize for clicks and traffic

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See effect of different keyword bids Use bid simulator or traffic estimator tools

Increase bids for valued keywords to improve ad position try automatic bidding to get most traffic available within budget experiment with higher budget: ads show more often use recommended budget to help choose budget amount bid to appear on first page of paid search results see what you’re missing by using impression share report to see percentage of

possible impressions ads could have received if budgets were highero optimizing ad scheduling, serving and positions

control over display of ads, AW offers some advanced optimization features when ads show: ad scheduling lets you specify certain hours/days of

week when ads appear where on page ads show: position preference lets you tell google which

ad positions prefer among AW ads on given page which ads show: if multiple ads in single ad group, AW determines when

to show each ad based on ad serving settingso optimize: default setting and show high performing ads more

ofteno rotate: serve all active ads in ad group more evenly on rotating

basis, regardless of performanceo Tools and Strategies for Optimizing Ad Scheduling, Serving, Positions

Ad Scheduling: select times when want to show ads Can also adjust pricing for ads during certain time periods Can set maximum six different time periods per day

Position preference Direct-response advertisers can target their most cost-effective ad

rankings Brand advertisers can make sure their ads run only in most visible

positions Ad serving settings: specify how you’d like ads in ad group to be served

Optimize (default): tries to show higher performing ads more often than the other ads in ad group

Rotate: show all ads in ad group more evenly, regardless of which one has the best CTR

- Campaign and Ad Group Optimization Best Practiceso Know your goals

With main advertising goal, can choose optimization strategies that will best help you to meet specific goal

o Measure the results Use conversion tracking, google analytics to see which ads/keywords most

profitableo Experiment and adapt

Allow ad performance to educate you about effective strategies for achieving goals

Chapter 13.3: Optimizing Websites and Landing Page Optimization

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- Overview of Optimizing Websites and Landing Pageso Need to optimize website contento Need goals for site, activities on website that are important to success of businesso user should be focus of optimization effortso google has developed landing page quality guidelines, helpful to optimize siteo three primary elements of quality

relevant and original content: attracts users and keeps them returning to site transparency: being clear about nature of business, how site interacts with

user’s computer, how use visitor’s personal info navigability: providing easy path to find what looking for on site

o Benefits of Optimizing Websites/Landing Pages Increasing ROI on advertising Teaching you about likes/dislikes of customers Try out alternatives used by competitors Break down preconceptions about what works Convincing your team to try something bold or different Keep users on page/improve ROI

o Users decide to stay/leave site in just few seconds- Basic Strategies for Optimizing Websites and Landing Pages

o Improving landing pages: make sure page is one where users can find product/service promised in ad

Tailored to keywords user is searching for o Content: relevant/original content attracts users/keeps them returning to site

Pages in appropriate title tags easier for users to find and search engines to index

o Transparency: openly share information about business and clearly define what business is/does

If use trust seals/credibility indicators, make sure effectively locatedo Navigation: user should be able to quickly understand how to navigate site and find

information Make sure most users able to find what they want in 3 clicks or fewer

Chapter 13.6: Optimizing for Greater Conversions

- Key Metrics for Tracking and improving conversionso Maximum cost-per-acquisition (CPA): the most you’re willing to pay for each

conversiono Average cost-per-acquisition (CPA): average cost for each conversiono Recommended maximum CPA bid: average of keyword bids, weighted by number of

conversions for each keywordo Return on investment (ROI): ratio of cost of advertising relative to profit generated

from conversionso Daily conversions: daily number of clicks on ad that lead directly to user behavior you

deem valuable- Using Conversion Optimizer with Conversion Tracking

o Optimizes placement in each ad auction to avoid unprofitable clicks and gets you as many profitable clicks as possible

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o Bid using maximum CPAo Using historical info about campaign, conversion Optimizer automatically finds optimal

equivalent CPC bid for your ad each time it’s eligibleo To calculate optimal equivalent CPC bid, optimizer first calculates predicted conversion

rate for each auction, taking into account ad’s conversion history, keyword’s broad match query, user’s location, conversion rates of google’s search and display network partner sites

o then generates ad rank by combining CPA bid, quality score, predicted conversion rate- enabling conversion optimizer

o must have AW Conversion Tracking enabled, campaign must have received at least 15 conversions in last 30 days, campaign must have only keywords

- Responding to Conversion Optimizer Data to Improve Conversionso Guideline1: compare campaign’s conversions and average CPA before enabled optimizer

to performance since theno Guideline 2: look at performance of campaign in light of goals for conversion optimizer

Can shift performance according to primary goal by raising/lowering max CPA bid

o Guideline 3: keep in mind changes in ad performance are natural, may need to use Conversion Optimizer for some time to get accurate understanding of its effects on campaign’s performance

- Troubleshooting for Conversion Optimizero Can’t enable conversion Optimizer: relies on historical data collected through AW

Conversion Tracking, so isn’t available for new campaignso Actual CPA exceeding maximum CPA: actual CPA depends on factors outside of

Google’s control, so may exceed maximum CPA you specifyo High Average CPA: if average CPA higher than you prefer, can lower bid which will

decrease both average CPA and # conversionso Traffic rate decreases after enabling Conversion Optimizer: likely that the initial

maximum CPA bid too lowo Conversion rate decreases after enabling Conversion Optimizer: possible to see drop in

conversion rate when start using optimizer because observing average of conversion rate across all clicks

o Compatibility with other AW features, search/Display network, third-party ads Following features not compatible

Separate display network bids Position preference Advanced ad scheduling

- Best Practiceso Use Conversion Optimizer on mature campaigns: relies on historical conversion data in

order to predict accurate conversion rate, so longer campaign has used conversion tracking, more data optimizer has to improve ROI

o Start with recommended bid: best to start with recommended bid to help ensure smooth transition to new bidding mode

If want to increase traffic/conversions, can raise maximum CPA or: If consistently hitting budget, increase it for more visibility Opt in to google display network Add more relevant keywords to ad groups

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o Using conversion optimizer with multiple conversion types and values in single campaign: make sure each product/landing page pair has own ad group and set of unique maximum CPA bid for each ad group

o Guidelines for making changes to campaign: conversion optimizer able to adapt quickly when changes are made which have minor effects on campaign’s conversion rate

o Following unlikely to have negative effects Editing maximum CPA bid Creating new ad group Deleting/adding keywords Making small changes to ads Changing conversion type reported in tracking code

Chapter 14: Managing Multiple AccountsChapter 14.1: Overview of Managing Multiple Accounts

- Three tools to help manage tens/hundreds of accounts: My Client Center (MCC), AdWords Editor, AdWords Application Programming Interface (API)

- My Client Center: Manage hundreds accounts from single locationo View relevant info for all linked accounts in one easy-to-read dashboardo Track performance, find accounts, manage account budgets, create, link, unlink

accountso Monitor accounts more efficiently using alerts-summary page, shows all alerts for linked

accounts and includes robust search capabilities- AdWords Editor

o Store several accounts for easy viewing and editing (only one account at a time can be edited)

o Help clients create new campaigns by creating/sharing with them an example campaign that can be used in multiple/different accounts

o Copy/move campaigns between accounts or within account- API allows developers to create and use applications that interact directly with AW server to

manage their accounts, instead of using usual online AW interfaceo Generating automatic keyword, ad text, URL, custom reportso Integrating AW data with other databases, such as inventory systems

Chapter 14.2: Managing Accounts with My Client Center (MCC)

- Umbrella account containing access to individual AW accounts and other client manager accounts, acts as shell account that links accounts in one location

- Benefits of using MCCo Easily view all linked accounts via My Client Center viewo See high-level statistics for all linked AW accounts in one placeo Use single login to access all accountso generate reports across multiple client accounts at once, download client “dashboard”

into .csv fileo invite client to be managed through automated messageo create AW accounts in your MCC, automatically link them to your master account upon

creationo create separate billing for each client

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- Navigating MCC pageso Can navigate linked accounts by using “jump to client” drop-down menuo Makes it easy to view wide range of client account statistics from highest level of MCC

accounto Performance/budget statistics for client accounts shown on separate tabbed pageso Performance page has stats on clicks, conversions, conversion rates, separate columns

for Search/Display network CTRo On Budget page, accounts using account-level budgets or accounts on manager defined

spend, find info about start/end dates, percent of budget spent, total spend for each account

- MCC Levels: each top-level MCC can branch out to manage individual accounts or other MCCs, sub-level MCCs can branch out to manage more individual accounts or MCCs and so on

o Link to maximum four levels of MCC above/below your own- Assigning Managers/Roles/Permissions

o Once you link sub-level MCC to top level MCC, can manage account in same way that you currently manage individual AW accounts

o To access managed MCC, sign in to top level MCCo Can give someone access to only some of managed accounts in MCC by taking

advantage of MCC’s ability to link to another MCC- Changing Client Managers: simple to move managed account to another MCC within top-level

MCCo If move account on MDS from one MCC to another, both MCCs must have access to

Manager Defined Order (MDO) funding account for ads to keep running - Monitoring and Organizing Managed Accounts in MCC

o MCC Alerts: dashboard includes alert summary box telling you about any current alerts associated with managed accounts

- Managing Client Budgets in MCCo Manager Defined Spend (MDS): simple way for MCC account-users to control their

managed accounts’ budgetso Billed for these accounts via one manager order-level monthly invoiceo Managed account eligible for MDS if it is one of following:

On monthly invoicing On credit card postpay On direct debit New

o Ineligible for MDS if either On prepay Account in which client is billed directly

o It's simple to set up and start using MDS. Here's how: With your AdWords Account Manager, decide which managed accounts you

want to put on MDS. Your Account Manager will work with our finance team to approve your MCC

account for MDS and set up a Manager Defined Order (MDO). Once approved, your Account Manager will send you a service agreement.

Review, sign, and return the service agreement. Depending on your country, the service agreement may contain a URL and pin number that will also allow you to accept online.

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Your Account Manager will notify you once the MDO has been applied to your MCC.

At this point, you will be able to create a budget for each managed account that you want on MDS.

You will be able to modify your managed accounts' budgets at any time via your MCC dashboard.

At the end of the month, you'll receive in the mail one Manager Order-level invoice for the managed accounts that you have on MDS, which you can pay via check or wire transfer. You can also access this invoice by clicking consolidated (.pdf) on your My Client Center account's Billing Summary page.

o Troubleshooting Problems in MCC Defining access for just certain groups of client accounts

Solution: use sub-MCCs, can group specific accounts underneath that sub-MCC and grant someone access to that MCC only

Building out additional client accounts and sub-MCCs Solution: create unique log-in emails, only one AW account can be

associated with a Google Account login, so must use distinct login emails for each of managed accounts linked to MCC

Linking and account that you’re now managing, that used to be managed by another MCC

Solution: client needs to take step to unlink from previous manager

Chapter 14.3: Using AW API

- Application Programming Interface (API) allows developers to use applications that interact directly with AW server

o Advertisers can manage large accounts and campaigns more efficientlyo Designed for developers representing large, tech-savvy advertisers and third partieso API developer documentation available in Chinese, English, Japanese, Korean

- Benefitso Many development and integration opportunitieso Generating automatic keyword, ad text, URL, custom reportso Integrating AdWords data with other databases, such as inventory systemso Developing additional tools and applications to help better manage aaccounts

- Programming Languages Supportedo SOAP 1.1

Simple Object Access Protocol Used for information exchange and RPC, usually over HTTP

o WSDL 1.1 Web Service Description Language Provides formal description of web service, much like CORBA’s IDL

o All messages sent via SSL to protect user’s privacy, authenticated via embedded passwords

- Signing up for APIo Need MCC account, sign up directly from My Account tabo Invoicing for API is separate from other AW payments you make for other chargeso API charges will be applied to total company credit line with Google o Assigned Developer Token once application approved, key to accessing API

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- About API Web Serviceso Create/manage campaigns, ad groups, keywords, adso Generate keyword suggestions, get traffic estimates for predicted impressions, receive

clicks and CTR, retrieve reports on actual performanceo To access/manage AW account using API, build client application that connects to one

or more of provided web serviceso Most require client application to use multiple serviceso Core messaging technology for API is Simple Object Access Protocol (SOAP)

XML and HTTP based protocol- API Units, Fees, Billing

o Developers charged $.25 per 1000 API units consumed- Tools and Resources

o Resources in addition to code documentationo Provide open source client libraries and existing applications that can serve as

foundation for new appso Offer sandbox environment so developers can experiment without making changes to

account or using API unitso Information Sources

The AdWords API Developer Guide is the technical reference for individuals building AdWords API applications.

The AdWords API Help Center answers frequently asked questions about the AdWords API offering.

The Developer Forum offers a place to discuss the AdWords API with fellow developers and members of the Google AdWords API team.

The AdWords API Blog hosts all AdWords API announcements, tips, and program updates. All product changes and new version launches are announced on the blog.

The AdWords API Mailing List sends program announcements, updates, and launch notifications to your email address.

o Sandbox: testing and development environment that replicates functionality of API web services

Develop/test applications without spending API units Test logic that would modify campaigns Develop API client library without having an AW account Develop against new or changed API methods before changes go live on

production serviceo Code Resources: Developer Guide includes multiple client code libraries and samples

Provide high-level view of API functionality o Troubleshooting ensure using correct version of APIo Best Practices

API team routinely posts best practices to API blog

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