AdWords Study Guide - Zbigniew Gargasz BLOG

1 AdWords Study GuideChapter 1:Introduction to AdWords2 Chapter 2:Getting Started with AdWords5 Chapter 3:Targeting8 Chapter 4:Costs and Billing11 Chapter 5:Tracking Ad Performance13 Chapter 6:Optimizing Ad Performance16 Chapter 7:Account Performance Tools18 Chapter 8:Google Analytics20 Chapter 9:Managing Client Accounts221 AdWords Study Guide Naper Solutions, Inc Chapter 1 Introduction to AdWordsAdWords BasicsGoogle and Google AdWordsGoogle is a search engineGoogle uses keyword based advertising to target your ads to users searching for your product orserviceThe text ad headline is limited to 25 characters (including spaces)

2 Basic AdWords FeaturesThe CTR helps determine whether your ad is effectiveIf you elect to show your ads on the Google content network, your ads will be eligible to show onwebsites that contain content related to your ads can be targeted to any language or location available worldwide. Benefits of AdWordsThere is no minimum spending limit with Google AdWordsAdWords allows an unlimited amount of changes to an account per monthGoogle Ads appear primarily on the right hand side of the screen or above the search results and aretitled sponsored links your ads will appear when a user s search query includes a keyword that is part of your ad campaignYou control the budget for your advertising campaign.

3 You can set a daily budget and Google will stopshowing your ad when you reach the daily PoliciesLink PolicyA Destination URL mustLink to a working websiteNOT link to website under constructionNOT require users to download softwareSites can not have pop-ups on the landing pageAn example of an appropriate URL would be PolicyPunctuation Policy allows only one exclamation point in ad textGoogle allows certain common misspellings or variations of words in ad text (for example: E-Z or foto).If you can find the word in an online dictionary, it is probably okPrices stated in ad text must be supported within 1-2 clicks of the landing offers in ad text also must be supported within 1-2 clicks of the landing pageSuperlatives are only allowed in ad text if the claim can be backed by a legitimate third Ads Policy2 AdWords Study Guide Naper Solutions.

4 Inc Text in image ads must adhere to editorial policy guidelinesA display URL is NOT necessary to include in an uploaded imageImage ads are NOT allowed to be rotated or invertedImage ads must be rated family-safe onlyImages must be clear and readableNo mock animated features may be included in an image adTrademarksGoogle trademarks are not allowed in ad text. Google, Froogle, Gmail, Orkut, keyhole, and PageRankare all trademarks owned by are responsible for their use of other companies trademarks in their ad text and askeywordsGoogle encourages trademark owners to resolve trademark disputes with advertisers directly, but willbegin a limited trademark investigation after all mandatory information included in a claim is receivedCopyrightsGoogle s policy on copyright claims applies to ads, search results.

5 And Google group can send a Google copyright claim form by ground mail or by faxGoogle Invalid Clicks PolicyRepeated manual clicking, use of click robots, or automated clicking agents or tools are prohibitedInvalid clicks are used to inflate publishers earnings through AdSense or drive up an AdWordsadvertiser s closely monitors campaigns for invalid clicks and automatically filters them out of any reportsbefore you are chargedIf Google discovers you were accidentally charged for invalid clicks, you ll receive a credit for thoseclicksIdentifying Invalid ClicksIf your web log shows identical IP addresses, it does not necessarily mean you have invalid reasons for increase in clicks.

6 Users may be comparison shoppingAOL, Earthlink, and Comcast assign identical IP addresses to multiple users in the samegeographic regionYour ad may be too generalCompetition may have decreasedYour ad may have been approved for the search or content networkSeasonal products may be more desirable at certain times of the yearIncrease in CPC bid will show your ad higher on the page and increase clicksYou should suspect invalid clicks if:Review your account for suspicious activity2 or 3 times normal amount of clicks on a single dayNumber of impressions is equal to number of clicksCompare your clicks over timeIf one week is unusually different from another and can t be explainedCompare web log to Google reportsWeb logs should not have higher number of clicks than Google reports showIf you suspect invalid clicks contact click quality control with the following info.

7 3 AdWords Study Guide Naper Solutions, Inc Campaign, ad groups, and keywords associated with suspicious clicksThe dates and times of the suspicious clicksA paragraph explaining why you believe the click activity is invalid according to trends in logs orreportsData in weblogs or reports that indicates invalid clicksPricing and RankingPaying for AdWords and Ad RankingNo minimum spending time $5 activation feeYou control your cost through:Daily budgetBidsQuality scoreIf your daily budget is set to less than the recommended amount, your ads may show intermittentlythroughout the day, but will not stop showing completelyHigher quality score = lower CPC minimum bidYou can set your CPC for each keyword or ad group in your campaignKeyword targeted ads are positioned based on rank numberRank number is determined by your quality score and CPC bidGoogle determines your quality score by considering.

8 your CTRThe relevance of your ad textHistorical keyword performanceYour ad will never be locked out of top ranking position solely based on priceTerms To KnowSearch Engine A website that gathers and sorts information from the Internet based on a specified topicSearch Field Input box in the middle of the Google homepageSearch Query The keyword(s) a user types into the Google search engine to find information on theInternetCPC Cost per Click You are charged every time a user clicks on your ad, but not every time your adappears in the search resultsCPM Cost per Impression You are charged every 1.

9 000 times your ad appears on Google whether it isclicked or notCTR Click Through Rate Clicks/Impressions x 100 = CTR%Keyword Based Advertising Advertisements that are triggered by users search queryDaily budget The daily spending limit for an AdWords campaignText ad headline The title of your ad - used to attract users interested in your product or serviceDisplay URL Last line of an AdWords ad. It indicates the URL of the website the ad is linkedURL Uniform Resource Locator (also called web address)Affiliates People who get paid commission to promote a merchants websiteSuperlatives Words that emphasize superiority over others ( Best, Greatest, etc)

10 Call-To-Action Phrase Example Buy here or Click here are not allowed in ad text because they areunrelated to the content of the siteImage Ad A Google ad that includes an imageTrademark A word, phrase, logo, or symbol that identifies and distinguishes a product or service fromothers in the marketplaceCopyright The legal right granted to an author, composer, playwright, publisher, or distributor to exclusive4 AdWords Study Guide Naper Solutions, Inc publication, production, sale, or distribution of a literary, musical, dramatic, or artistic workInvalid Clicks Clicks generated through prohibited methods often with the intention of driving upadvertiser s costsRank Number: The result of your CPC bid x Quality scoreDaily Budget: Spending limit you set on each campaignChapter 2 Getting Started with AdWordsAccount Types, Setup, and StructureStarter Edition vs.