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Search Advertising Advanced Exam 1. Introduction to AdWords Search Advertising Advanced Exam 2. AdWords Account and Campaign Basics Search Advertising Advanced Exam 3. AdWords Ad Formats 3.2 Ad Formats Guide ines ! Best "ractices
#ext Ad Guide ines ! Best "ractices
#ext Ad Guide ines and "o icies AdWords text ads are subject to AdWords advertising policies and may be disapproved if they aren't in compliance with these guidelines. Disapproved ads may not run on oogle or the oogle advertising network. AdWords text ad policies fall into the three categories! editorial and format" content" and link. All guidelines are intended to help advertisers create effective ads to meet their advertising goals. #ou'll find selected AdWords text ad policies listed below. $lease also review the complete text ad policies in the AdWords %elp &enter.

Editoria and $ormat% 'hese policies typically apply to the ad text (the first three lines of your ad). *or example! o &haracter limit! #our intended headline" text" and +,- must fit within the re.uired limits and not be cut off. o $rices" discounts" and free offers! /f your ad includes a price" special discount" or 0free0 offer" it must be clearly and accurately displayed on your website within 123 clicks of your ad's landing page. o $unctuation and symbols! Among other re.uirements" ads may only contain a maximum of one exclamation point. Content% 'hese policies relate to the products and services you advertise" and may apply to ads and the content of your site. *or example" advertising is not permitted for the promotion of certain weapons" or for aids to pass drug tests. &in'% 'hese policies relate to the display and destination +,-s in your ad. *or example" the display +,- must be accurate" and links to your website must allow users to enter and exit the landing page easily.

Writing #argeted Ad #ext 4elow are some specific tips to help you create compelling ad text.

Create simp e( enticing ads. What makes your product or service stand out from your competitors5 %ighlight these key differentiating points in your ad. 4e sure to describe any uni.ue features or promotions you offer. Inc ude prices and promotions. 'he more information about your product that a user can gain from your ad text" the better. *or example" if a user sees the price of a product and still clicks the ad" you know they're interested in a potential purchase at that price. /f they don't like the price" they won't click your ad" and you save yourself the cost of that click. )se a strong ca *to*action. #our ad should convey a call2to2action along with the benefits of your product or service. A call2to2action encourages users to click on your ad and ensures they understand exactly what you expect them to do when they reach your landing page. Some call2to2action phrases are Bu+( "urchase( Ca toda+( ,rder( Bro-se( Sign up" and Get a .uote6 while 0find0 and 0search0 may be accurate verbs" they imply that the user is still in the research mode" and may not encourage the user to perform the action you'd most like them to take. Inc ude one o$ +our 'e+-ords in +our ad text. *ind the best performing keyword in your ad group and include it in your ad text" especially in the title. Whenever a user types that keyword and sees your ad" the keyword phrase will appear in bold font within your ad on oogle. 'his helps draw the user's attention to your ad and shows users that your ad relates to their search.

#r+ it /o-% Writing E$$ective Ad #ext &ompelling ad text encourages users to click on your ad. *ollow the instructions below to improve the following ad text. reen-ux Workstations 7conomical 8ffice &omputer *urniture for 434 Applications. www.greenluxworks.com 1. ,ewrite the ad text to include a strong call to action. 3. /nclude the keyword 0office furniture0 in the text. 9. /nclude a purchase price range in the ad text. :. &ompare the new ad text with the original. ;uestions to consider! 1. %ow might a strong call to action impact ad performance5 3. Why might an advertiser include a keyword in the ad title5 9. &an including a purchase price in the ad text reduce unwanted clicks5

Image Ad Guide ines ! Best "ractices

Image Ad Guide ines ! "o icies Static image ads can be formatted in .gif" .jpg and .png. Animated image ads can be formatted in .gif or *lash. 'he file si<e limit of an image ad is => ?4. /mage ads can be in the following si<es!

3=> x 3=> S.uare 3>> x 3>> Small S.uare :@A x @> 4anner B3A x C> -eaderboard 9>> x 3=> /nline ,ectangle 99@ x 3A> -arge ,ectangle 13> x @>> Skyscraper 1@> x @>> Wide Skyscraper

/mage ads should clearly and accurately reflect your site and emphasi<e uni.ue benefits of your product or service. /f your image ad doesn't meet these rules" it won't be allowed to run. See a full list of guidelines on our /mage Ad $olicy page. Image Ad Best "ractices %ere are some best practices we've put together to help you get the most from your image ads!

Display advertising isn't that different from text2what works for text ads generally works for image ads. %ere are B points to keep in mind! 1. +se a compelling call to action such as 0learn more"0 0buy now"0 or 0visit us today.0 3. $rominently show your display +,- which typically contains a company's name" is a major component of a text ad. #ou have more room in an image ad" so don't be afraid to use your brand or logo as well. 9. /nclude details like prices" delivery details" and relevant special offers. :. ,elevance is key. Dake sure your ads lead to a relevant landing page. =. +se appropriate capitali<ation2the nice thing about display is that you can have all caps. 'ry to use these effectively. @. $romote a sense of urgency in your display ads if you have time2sensitive pricing or offers. +se phrases like 0hurryE"0 0limited time"0 and 0special offer0 to capture a user's attention and push them to take action. B. ?eep it simple. Fo one responds well to clutter2get your point across as simply as possible.

/nclude clear images of your product andGor people using your product" which will

help users connect with an advertisement.

Align all of your advertising messaging" which will help build a more cohesive brand. /f you have effective advertising offline" chances are it will be effective online. Dake your online image ads consistent with your television and print ads. /nteractivity can be effective" but keep it simple and don't make people work for your message. et your message across and then let users interact. $eople have short attention spans2that means if you don't entertain them or grab their attention right away (within three secondsE)" they'll move on and your message will be lost. /f you have a multi2ad campaign" or if your ad contains several frames" make sure that each ad stands on its own merit. 8ne way to achieve this is to include your brand or logo in every frame. /f you're creating image ads using our free Display Ad 4uilder tool" take a look at these best practices.

0ideo Ad Guide ines ! Best "ractices

0ideo Ad Guide ines ! Best "ractices 4efore you build your campaign" it's important to be aware of the advertising policies and re.uirements for the video ad format you've chosen. #ou'll need to build your campaign and video ads so that they are in compliance with these guidelines. Fext" to build a successful video ad campaign" it's important to be certain whether your goal is to build a branding campaign" or a direct response campaign. #ou can then follow best practices according to your goals and align your campaign settings and video ad content accordingly. 0ideo Ad "o icies AdWords video ads are subject to AdWords advertising policies" and these policies may differ slightly depending on the video ad format. Hideo ads will be disapproved if they are not in compliance with these guidelines. Disapproved ads may not run on oogle or the oogle advertising network. ,eview the advertising policies for video ads in the AdWords %elp &enter. 0ideo Ad Creation Best "ractices

0ideo Content 'he video you create for your ad should be direct and engaging. #ou don't have a captive audience" so it's important to maintain user attention throughout the duration of the video. ?eeping the tips below in mind will help.

Deliver your key messages early in the video" because users may not watch the full length. $lay rates drop off significantly after := seconds" and some publishers may choose to only show videos that are 1= seconds long or less. 4e clear about what your business offers and your message" since the video may be your sole communication with a site's users. $rovide clear next steps for users to take after finishing the video" such as making a purchase or visiting your website or store. Hideo content should be entertaining" informational" and relevant to what your business offers. #ou only have a captive audience if they choose to continue watching your ad" and viewers can drop off at any time. +sers are more likely to view most of the content if the video has an entertaining storyline and if they are able to learn about your product's features through the video. Hideo ads allow you to use both sight and sound to communicate with your consumers" so make sure that the voices and sound tracks you use complement your overall message. /f you're using a soundtrack" the music should not drown out any voices.

,pening Image 1C ic'*to*p a+ on +2% #our image should be descriptive and eye2catching. We suggest using the techni.ues below to create an effective opening image!

7ntice users to click play using rich" sharp colors. /nclude a few words to describe your product" service" andGor company. 4oost your play rate with a call2to2action that lets users know they can play the video to learn more. &reate multiple video ads with different opening image si<es to increase the number of placements where your ad will be eligible to appear. Avoid using standard banner ads as the opening image. We've found that an opening image that doesn't look like an actual advertisement can generate greater interest. Such 0non2commercial0 images make users feel like there's more to learn by clicking the 0play0 button and viewing your video. Avoid cramming text into your opening image 22 crowded and complicated messages can be unattractive to users. 'he key is to arouse people's curiosity and make them wonder what the video is about. Dake sure the .uality of your opening image is consistent with the .uality of your video. Don't make a bad impression on your audience by showing an interesting image to entice people to play the video but then provide disappointing video content.

0ideo Ad "er$ormance Best "ractices /t's important to monitor the performance of your video ad to be sure it's reaching users in a way that's optimal for you. We recommend waiting at least 9> days after beginning a video

campaign to measure its success. 'he return on investment (,8/) that a video campaign brings to your business sometimes may not be apparent immediately. After your video ads have had a chance to run for a while" review their performance and consider optimi<ing your campaigns to keep them effective and valuable for your campaign" whether it's branding or direct2response focused. Ad per$ormance 'o effectively monitor the performance of your ad" we suggest following the tips below!

/f you find that interaction rates are declining" keep your campaign fresh by adding new videos or images to keep users engaged. 4id by impression rather than by click6 this way" lower clickthrough rates won't affect where your ad appears. When running cost2per2click (&$&) campaigns" use negative keywords and exclusions to prevent your ad from appearing where it would not be effective. *ocus on interaction rates" rather than clickthrough rate or cost2per2conversion" as these are a better indicator of the time your audience engages with your brand.

4eyond just concentrating on individual video ads" you should also consider your campaign performance more broadly.

+se geo2targeting to focus your advertising to regions or areas where you conduct business. 'ailor your campaign to specific sites and demographic groups with placement targeting. /f using a keyword2targeted campaign" make sure your keywords are closely related to your specific theme or topic. 8ptimi<e your bids to reach a target cost2per2play price.

" acement per$ormance +se interaction rate to compare how each of your targeted sites is performing in comparison to your campaign average!

/f a site is performing substantially better than your average" add more sites like it to your campaign. 7nter the +,- in the 0-ist +,-s0 box in the $lacement 'ool to get a list of possible website targeting options. &onsider excluding less valuable sites where users are fre.uently exposed to your ad and extending the reach of your campaign by adding better sites through the $lacement 'ool. /f you want to continue running on sites with dropping interaction rates" try adding new video ads to your campaign to provide a fresh experience. /f your campaign is keyword2targeted" extend your reach by adding additional relevant keywords to expand the number of possible contextual placements. 4y using negative keywords or exclusions" you can prevent your ads from showing up alongside content that may not fit with your specific marketing objectives. 'his helps to keep your ad placement as targeted as possible and to reach your desired audience.

#r+ it /o-% Find ,ptions $or 0ideo Ad #+pes Hideo ads may appear in" with" or around video content" depending on the ad format. %ow the video ad will appear to users" and how they will interact with the ad" depends on the video format. *ollow the instructions below to view the different video ad types. 1. 3. 9. :. =. @. Sign in to an account in the AdWords system. Favigate to a &ampaign and click the Ads tab. *rom the /e- ad drop2down menu" choose 3isp a+ ad 4ui der. +nder &ategory" choose 0ideo. Sort by %ighest click2through. Hiew the different video ad types available.

;uestions to consider! 1. What are the two pricing options for video ads5 3. %ow do video ads help expand brand reach5 9. What geographic targeting options are available for video ads5

5o4i e Ad Guide ines ! Best "ractices

/n general" the policies for desktop2based ads apply to WA$ mobile ads. %owever" mobile ads have a uni.ue in' po ic+ and si6e guide ines. &in' po ic+ 'o ensure that we're able to display your mobile ad and site to users" your destination site must be written in a supported mobile markup language. We currently support the following markup languages! wml (WA$ 1.x) xhtml (WA$ 3.>) chtml (imode" etc.) $DA2compliant html Si6e Guide ines WA$ mobile text ads contain two lines of text" with a limit of 13 or 1A characters per line" depending on the language in which you write your ad. #our destination +,- appears on a third line if you choose to enter one. /f you select the option that allows customers to connect directly to your business phone" a Ca link will appear at the end of your ad. WA$ mobile image ads can be formatted in .gif" .jpg and .png. Animated mobile image ads can be formatted in .gif6 *lash is not supported at this time. WA$ mobile image ads can be in the following si<es! 7%1 Aspect 8atio

9>> x =>" less than B.=k file si<e

31@ x 9@" less than :.=k file si<e 1@A x 3A" less than 9k file si<e

9%1 Aspect 8atio

9>> x B=" less than B.=k file si<e 31@ x =:" less than :.=k file si<e 1@A x :3" less than 9k file si<e

:apan*standard si6e

1C3 x =9" less than =k file si<e

/n the relatively new world of mobile" there are a few practices we recommend. 1. Get Started Start ear +. 'he market for popular keywords on desktop search can be very competitive. Since not all of your competitors are already using mobile ads" some advertisers find that creating a mobile ads campaign can increase their exposure at a lower &$& (cost2per2click). Start strong. 4id aggressively at first to make sure your ad shows on the first page of results" where more users will see it. 'here are only a few ad spots on each page for mobile ads" so if you are not in one of the top positions you may only receive a small number of impressions. 2. Cra$t +our campaigns -ise + Separate to &i$t. &reate separate campaigns and ad groups for your ads that appear on computers" on i$hone and Android devices" and standard mobile devices. 'his makes it easier to evaluate your results and lift performance for each format with customi<ed ads" keywords" and bids. Choose ;e+-ords 3i$$erent +. Dobile users typically enter fewer keywords on mobile devices than on a desktop computer. 'he most successful mobile campaigns use broad matching and more general keywords to capture relevant traffic. "ac' the 5ost "unch. +se a call2to2action phrase that catches your audience's attention. #our ad text can dramatically influence your ad's &', and conversion rate" so make it catchyE 3on<t Forget 3isp a+. Dobile image ads are a great branding tool and can achieve higher clickthrough rates and lower &$&s than on desktop. DDA2compliant si<es make the process easy for you to set up. 3. Find =our 5o4i e Customers Be Where =our Customer Is. Dobile users don't just search" they also browse the web and use mobile apps. ,each users on oogle's growing mobile Display Fetwork with contextually2targeted text and image ads. 8each 0a ua4 e 3emographics. +se device platform targeting to reach i$honeGAndroid

users" or use standard mobile ads to target particular mobile carriers. 9. 5easure and Experiment 5easure )p. 7nable conversion tracking to measure results on your mobile website" or use a vanity phone number to track responses to your click2to2call WA$ ad. "ractice 5a'es "er$ect. Fow's the time to experiment with mobile ads. 'ry out the strategies mentioned above and see what works for you. #ou'll be able to look at your results and adapt your strategy to work for your goals.

8ich 5edia 3isp a+ Ad Guide ines ! Best "ractices

8ich 5edia 3isp a+ Ad Guide ines ! "o icies Display ads contain a mix of content types such as text" *lash" video" or images. Since advertising policies for each of these content types can differ" a single ad can be subject to multiple advertising policies and guidelines. $lease review the following guidelines to ensure your ads meet all guidelines. We reserve the right to modify or amend our policies and formatting re.uirements at any time. Ad Content 8estrictions and 8e.uirements Display ads are subject to the following content restrictions and re.uirements!

Cop+right% #ou must have full legal rights or an authori<ed license to distribute all content you submit to oogle AdWords when you create your display ads" per our AdWords 'erms and &onditions.

Advertising po icies% All ads are subject to AdWords content and editorial policies and may be disapproved if they don't comply with AdWords guidelines. Ads should also comply with the guidelines for each of the following. %owever" formatting re.uirements and guidelines may be different depending on the template you choose!
o o o

'ext ads /mage ads (including *lash" animation" etc.) Hideo ads

"rivac+% #ou may not use any ad" nor its customi<able contents" to collect personally2 identifying user information.

8ich 5edia 3isp a+ Ad Best "ractices We've created this guide to help you build an effective display ad for the best results. 'ry following the recommendations below if you're not sure how to organi<e your ad campaign" or you want to improve your display ad performance.

1% Set e$$ective 4ids and 4udgets

'his step is important to help you maximi<e your impression volume and clicks. #ou may want to bid more competitively for your display ad to help it appear in top positions and gain clicks" or focus more on increasing your impressions for branding rather than earning clicks. 'here are two main approaches you could take! Add disp a+ ads to an existing ad group #our ads will compete directly with the text ads in that ad group" and the stronger performer will eventually be shown more often. 'he benefit of this approach is that you don't have to re2 create ad groups for a new ad format. %owever" the bids you've previously set for your text ads in the same ad group will also apply to the display ads as well. Create disp a+ ads in their o-n uni.ue ad group /t's important to note that" although display ads compete alongside text ads in the ad auction" you won't necessarily pay more when using this ad format. /n fact" you may find that your costs per click and costs per conversion actually decrease. 'his happens because your display ads may earn a higher clickthrough rate than your text ads" earning an improved ;uality Score and Ad ,ank over time. #our ad may therefore appear more often at lower costs" to encourage more relevant ads for users and improve their web experience. $lacing your display ads in their own ad group also makes it easier for you to review their performance. *or example" let's say your business is travel and leisure with a strong focus on cheaper travel in Asia" and a lesser focus on cheaper travel in South America. #ou could target more of your budget for display ads to a campaign with one ad group promoting cheaper travel in Asia" and create a second campaign and ad group with a lower budget promoting cheaper travel in South America. oing farther with the example" if you have both ad groups in the same campaign" you might set a higher maximum bid for one ad group versus the other. /f your business is focused mainly on cheaper travel in Asia" the more aggressive bidding for these ads will cause them to appear more prominently on content pages than your ads for cheaper travel in South America. 'his helps you more effectively target your ad budget to the most important ads for your business" so you spend your ad dollars where they matter most to you. (#ou can also set a uni.ue bid at the ad group level for a speciali<ed ad group" or for each keyword within the ad group.)

2% Customi6e +our ad
8ne of the key benefits of the Display Ad 4uilder is the freedom to easily and .uickly customi<e how your ad looks and feels. Doing this can help you reach your target audience more effectively" and get results sooner. 4e sure to do the following to get the best performance out of your display ads! Co or

Choose eas+*to*vie- co ors! Dake sure you've customi<ed the color scheme of your

ad" like the background and font color. *irst" try to align the color scheme of the template with the content of your image. 4e careful of your color choices6 extremely bright colors can be unpleasant or difficult to read. +sing the same color for the foreground and background of your ad will also make it difficult to identify items within the image clearly.

Wor' -ith the pu4 isher co or schemes! /f you're placement targeting certain sites" consider tailoring the color scheme to match the publishers' pages. /f your ad looks unattractive or out of place on a page" users will be less likely to click. /t's more important to match the sites that you're targeting" than to match your landing page.

Ca s to Action

For animations( ma'e sure the $ina $rame contains a the 'e+ messaging and ca to action! Some ads have animated 0teaser0 text which may enter and exit. +sers may miss this text" and if what they end up seeing doesn't clearly communicate your offering and what they should do" they'll be less likely to click. Be exp icit a4out +our ca to action( in a 4utton or e se-here! 'his is especially important in image2based ads" because users may not know what part of the ad is clickable or" in some cases" that your ad is an ad. 'hey also want to know what they can do if they click on your ad! 0-earn more50 or 04uy now50 -et them know.

Images +se transparent $F format images whenever possible. 'his can greatly improve the aesthetics and uni.ue look of your ad. /f you don't have a transparent .$F image" make sure your ad color scheme matches the background of your images. /f your image has a white background for example" consider setting your ad background to white. Ba ance +our ad content Dake sure your ad text and images are balanced within the body of the display ad and within the overall ad si<e. /mages should be clear" resi<ed to fit the ad shape" and easy to recogni<e. All text should be easy to read and understand in relation to the included images and shape and si<e of the ad in all si<e versions. /mages should not be cut off or unrecogni<able" and lines of text should be complete and make sense. &heck your ad in each available ad si<e and resi<e any images as needed. Create a visi4 e 3isp a+ )8& #our display +,- should be visible. /f it's the same color as the ad's background color" it won't be visible to the user.

3% #r+ di$$erent disp a+ options

Display ads offer so many options that you may need to experiment with different templates" colors" and content to get the best results. %ere are some things to keep trying as you optimi<e your display ad campaigns!

Change co or schemes 8ur own experiments have found that changes to the background and font colors of display ads can dramatically increase click2through rates" which can lead to more impressions and more conversions. Set up your ad" then choose that same template again" change colors" save it in the same ad group" and then let the variations compete against each other. #ou can then pause the ads that are doing the worst" leaving the best color combinations to lead your campaign. #r+ ne- temp ates $erformance can vary widely by template. &onsider trying out templates with images" with no images" with various types of animations" with no animations. Dinor differences in layout and animations can have large impacts on click2through rates" depending on your product or service. 'he differences between 04uy it now0 and 0-earn more0 for example" can significantly impact the user's propensity to click. &onsider trying out several variations. And the calls to action that you're used to for text ads may need to be altered for display ads. 5easuring the Impact o$ 8ich 5edia 3isp a+ Ads As with any other ad group or ad variation" it's important to measure the impact of your display ads. 4elow are some suggestions for how to do this" depending on your goals! 3riving 3irect Sa es% Getting more c ic's

Compare costs to eads or conversions% /dentify whether you're getting a high enough conversion volume to offset your campaign costs. Although some of your display ads could potentially cost you more for some clicks than standard text ads" regularly check to be sure that you're still under your cost per conversion goals. #arget +our audience more e$$ective +% /dentify whether you're experiencing a higher cost for your ad clicks than is necessary. /f you're generating high campaign costs overall" you may be targeting customers beyond your ideal audience or user. Work on narrowing down your targeting so you spend less money on clicks that are unlikely to convert.

"romoting =our Brand% 5easure interactivit+

&oo' at mouseover and interaction rates% All Display Ad 4uilder templates provide reporting on mouseover rate" the percentage of impressions in which a user moused over the ad for more than one second. 'his is a good indication of user interest in your product and brand" before they click. 'emplates in the rich media and video categories also provide interaction rate" which tells you the percentage of impressions for which a user interacted with the ad" such as by playing a video or scrolling between images. #rac' +our -e4site tra$$ic trends! +se oogle Analytics to monitor your website performance and measure the impact of your display ads on your site traffic. -earn more about oogle Analytics )se conversion trac'ing! #ou can use conversion tracking to learn whether your

display ads are driving the kind of web user behavior you want to see 22 such as signups or purchases. #ou can also look at overall trends. *or example" if your costs are high with certain display ads" but the overall impact of those ads decreases your overall campaign costs across the board" this would still be an effective" successful ad. 8r" you may experience higher conversion cost ratios in some cases but if you're still under your goal" this would still be an effective ad. #ou can also use conversion tracking to determine whether you're generating clicks and cost from users who aren't likely to take the actions you care about on your site. /f this is the case" you can alter your campaign to better target your ideal customers.

Search Advertising Advanced Exam 9. AdWords #argeting and " acements 9.2 ;e+-ords and ;e+-ord #argeting
Introduction to ;e+-ord #argeting
A4out ;e+-ord 5atch #+pes AdWords is based on matching relevant ads to a user's web search or browsing experience. ?eywords are critical to helping both a user find the information they're looking for" and helping an advertiser reach that user with ads that relate to the user's web experience. When you build your ad groups" you'll select keywords to help target your ads for search so they reach people precisely when they're looking for what you have to offer. 'o do that" you'll need to pick one of the following match types for each keyword!

Broad match is the default setting for all keywords. All searches made using your keyword (in any order or combination) might display your ad. Searches for similar or related .ueries might also trigger your ad. "hrase match narrows your reach by re.uiring the words to appear in that exact order. Exact match further narrows your reach by showing your ad when the exact phrase is used in the search I without any other words before" between" or after. /egative match eliminates searched phrases you don't want your ad to appear for" such as cheap or free. Em4edded match allows you to prevent your ad from appearing in relation to certain phrase or exact matches.

A4out Broad 5atch ;e+-ord #argeting 4road match is the default setting for your keywords. 'herefore" when you submit a new keyword to your ad group without .uotes or brackets" it appears as a broad2matched term. 4road2matched keywords reach a wide audience and trigger your ad to appear whenever that keyword or similar term appears in a user's .uery. 'his means that your ad appears even if!

8ther words are included in the .uery. 'erms in the .uery are not written in the same se.uence as your keyword. 'he .uery is similar to your keyword. 'his includes plurals and synonyms.

Example! *or the broad2matched keyword used book" your ad could appear when users enter the following .ueries! +sed book dealer Secondhand book +sed books +sed book for sale +sed literature A4out "hrase 5atch ;e+-ord #argeting A phrase2matched keyword triggers your ad to appear for any .uery that includes your keyword or phrase in the exact se.uence and form that you specify. (Additional terms in a user's .uery can precede or follow the phrase.) $hrase matching narrows your reach by restricting your ad from showing on irrelevant variations of your keyword. 'o enable phrase matching for a particular keyword" enclose it with .uotation marks. Example: *or the phrase2matched keyword "used book"" your ad will be matched per the following!
Ad will appear for the .uery! used book dealer buy used book rare and used book Ad won't appear for the .uery! used paperback book book of used matches

A4out Exact 5atch ;e+-ord #argeting 7xact match is the most precise method for targeting your keywords. +se exact match when you want your ad to appear only on a .uery that precisely matches the keyword you have chosen. Without any additional words or letters before" between" or after the keyword. 'o enable exact matching for a keyword" enclose it in s.uare brackets. Example! *or the exact2matched keyword [used book]" your ad would be matched per the following!
Ad will appear for the .uery! used book Ad won't appear for the .uery! used book seller used books

Adding only exact match keywords can severely restrict you from relevant traffic. A4out /egative 5atch ;e+-ord #argeting Fegative2matched keywords prevent your ad from appearing when a search includes a keyword that isn't relevant to your ad. #our ad won't appear when a negative keyword you've

specified is included in a user's search .uery. 'o specify a negative keyword" add a minus sign (2) before the keyword or phrase you want to exclude. Fegative matches may not restrict your other keywords as much as phrase or exact matches might. Example! *or the broad2matched keyword used book and negative keyword -college" your ad would be matched per the following!
Ad will appear for the .uery! used book seller Ad won't appear for the .uery! used college book

A4out Em4edded 5atch ;e+-ord #argeting 7mbedded match is a sophisticated form of keyword matching that allows you to prevent your ad from appearing in relation to certain phrase or exact matches. 'his is popular when an advertiser sells merchandise related to a movie or book" but not the actual movie or book. Example! An advertiser selling merchandise for the movie Toy Story merchandise might use the embedded match option of a negative keyword and exact match on -[Toy Story]. 'his way" the advertiser's ads appear for Toy Story dolls and Toy Story products" but not for the exact match Toy Story.

5anaging ;e+-ords
3eve oping and 5aintaining ;e+-ord &ists Creating a ;e+-ord &ist ?eywords trigger ads" ads influence clicks" and clicks can earn traffic for your site" bringing you potential sales and leads. Since keywords start this advertising process" it's important that you choose keywords relevant to your business from the beginning. ?eyword creation involves a five2step process! 1. 4uild a keyword list! &reate a list of terms that refer to your business" service" and products" and think of common phrases people may use to think of something similar. #ou can get additional keyword suggestions from the ?eyword 'ool within your account. 3. roup your keywords by theme! rouping your ads and keywords together in their own ad groups by theme can help you get better performance from your ads. 9. Set appropriate match types for each keyword (Search Fetwork)! $icking the right variations of your keywords can help reduce costs" or increase traffic while balancing impressions with meaningful clickthroughs or leads. ,eview the rest of this lesson to understand how to use match types to their full advantage so your campaign is as effective as possible. :. ,emove unnecessary keywords! ,efining your keyword list can help you save on

unnecessary costs in the long run" and help you better target users. ,emoving irrelevant keywords means the users who are most likely to be interested in your business" service" or product will be more likely to see your ads" more often. =. 'est run the campaign! ?eywords need a chance to run before you can really determine how well they're doing. 'ry to let them run for at least 9> days before evaluating their performance. 4e sure to regularly review and refine your keyword list. /t's important to review your keyword performance regularly. 'his can help you fine2tune your campaign performance so it's as cost2efficient and effective as possible" saving you time and money. ;e+-ord #oo 'o help you identify relevant keywords and to simplify the process of adding them to your ad groups" AdWords offers the ?eyword 'ool. #ou can access this tool from the ?eywords tab after clicking the Add 'e+-ords button at the top of the keyword table. 'his tool will provide additional keyword ideas" including synonyms and spelling variations. #ou can build relevant keyword lists" review traffic estimates" and add your keywords directly to your ad groups from this tool.

;e+-ord 5onitoring ! #rou4 eshooting

5onitoring ;e+-ords &hecking your statistics is the best way to see how your keywords are helping your business. #ou can see how your keywords are doing by checking the following two resources! 1. #he >ua it+ Score co umn 'he ;uality Score column displays your keyword's ;uality Score to help you monitor its performance. 'his column is disabled by default in new accounts" but you can make it show on any tab with statistics for your campaigns" ads" and keywords. &lick Co umns in the toolbar above your table. Select 0;ual. Score0 and save your changes. 3. #he ;e+-ord Ana +sis $ie d 'his field gives you an in2depth view of your keyword's performance. /t lets you know if your ad is not showing for the keyword" and why. /t also includes your ;uality Score details" which explains whether problems with keyword relevance" landing page .uality" or landing page load times are negatively impacting your ;uality Score. -earn more about the ?eyword Analysis field" including how to access it. 'o view the ?eyword Analysis" click the icon next to any ?eyword in the Status column on the ?eywords tab. #r+ it /o-% >ua it+ Score -earn how to find a representation of your keywords' ;uality Score.

*ollow the instructions below to locate a representation of your keywords' ;uality Score. 1. 3. 9. :. =. Sign in to your AdWords account at https!GGadwords.google.com. Select the campaign and ad group. &lick the ;e+-ords tab. %over your mouse over the speech bubble in the status column for a given keyword. Fote the ;uality Score which appears on a scale from 1G1> to 1>G1>.

;uestions to consider! 1. %ow does the ;uality Score on a search2based ad affect its performance on the Display Fetwork5 3. %ow often is ;uality Score calculated5 9. /n general" how will a higher ;uality Score affect cost and ad position5 #rou4 eshooting ;e+-ords /f a keyword underperforms" its ;uality Score will decrease and it may become ineligible to trigger your ads for certain search .ueries at its current cost2per2click (&$&) bid. 'his most often happens to keywords that are very general and therefore do not perform very well. *or instance" a keyword with a low ;uality Score may only be eligible to trigger ads on certain variations of your broad2 or phrase2matched keywords. 'o monitor your keyword's performance" check the ;uality Score column on the ?eywords tab of your Ad roup Details page. 8r" to get a detailed view of performance and ;uality Score" click the speech bubble icon next to any keyword" and more information will appear. /f your keyword has a poor ;uality Score and isn't accruing much traffic" try following these optimi<ation tips to improve your ;uality Scores" or try raising the keyword's &$& bid. We want to give users a positive ad experience while keeping your costs low" so we encourage you to try optimi<ing your account before increasing your bids.

;e+-ords Guide ines and Best "ractices

;e+-ord Guide ines and "o icies AdWords advertising policies include re.uirements for the keywords you choose and their related ads. 'hese policies are focused on ensuring that users see AdWords ads that are relevant to a given page" whether it contains search results or other content. 'hey are also intended to prohibit misuse of the AdWords targeting system" including use of another entity's trademark without permission" or false advertising. ,eview AdWords' advertising policies ;e+-ord Best "ractices ?eywords lay the groundwork for the ad groups and ads you create. *ollow these general tips when managing your keywords!

roup your keyword list into similar items" such as by product line. 7ach group makes

up an ad group. #ou can write multiple ads for each ad group" so keyword groupings should match a single theme. *or example" organi<e keywords about organic coffee in one ad group and keywords relating to gourmet coffee in another.

4roader matching options tend to give you more visibility" but accrue higher costs. 'herefore" it's important to monitor broad matched keywords closely to make sure they're performing well. #ou can use the 0See search terms0 report to make sure your advertising is being expanded to the right types of searches. #ou can also include other matching options (like phrase2 or exact2match) along with broad2matched keywords in an ad group. Farrower matching options tend to give you fewer clicks and lower your costs. /t's still important to use descriptive words for these matching options. Fegative keywords work well in most cases when you know a term doesn't apply to your business. ?eep your campaign settings in mind. /f your campaign is set up to target a very specific geographic segment" more general keywords might work well. 8n the other hand" if you're targeting one or more countries or territories" you may consider using more specific keywords to better focus your traffic.

%ere are a few more tips on general keyword list maintenance! Scru44ing and re$ining 'e+-ord ists

?eep specific keywords that relate best to your product or service. ,emove keywords that are irrelevant or are likely to bring you the least amount traffic. Well2targeted keywords generally have high clickthrough and conversion rates" while irrelevant keywords are likely to have a low clickthrough rate and a low number of conversions. ?eep your keyword lists small and manageable. 'ry keyword lists of 3>29> tightly themed terms" and expand or refine as needed. 'wo2 or three2word phrases generally work best. *or example" instead of the keyword coffee" use fair trade coffee or gourmet coffee beans. &onsider removing any single2 word or general keywords. 'hese are often too broad and can lead to clicks from people who are less likely to be interested in what you're offering.

#esting and re$ining 'e+-ords regu ar + 'o keep up with the dynamic nature of online advertising" you should continue to test and refine your keywords. 4uild on keywords that work" and delete others that don't. 'rack your results by reviewing your campaign performance statistics.

9.3 AdWords &anguage ! &ocation #argeting

Introduction to &anguage and &ocation #argeting
,vervie- o$ anguage and ocation targeting Whenever you create a new campaign in your AdWords account" you choose which languages and locations you want to target. #our options include!

1. -anguage! 'arget up to :> different languages. 3. -ocation! 'arget any combination of countries" territories" regions" cities" and customi<ed areas that you define. All advertisers must choose a language and location to target" so it's important to understand what's right for you. %ere are general guidelines to follow" which are further discussed in the following topics.

'arget the language spoken by the audience you're trying to reach. 'his should also be the language in which your ad is written. 'arget countries or territories if you want to reach a wide audience across one or more countries. 'arget regions and cities if your business serves specific geographic areas or if you want different advertising messages in different regions. 'arget customi<ed areas to reach specific geographic areas which may not be available in region and city targeting. #ou can combine these targeting options any way you like within the same campaign.

?o- anguage and ocation targeting -or's &anguage% We only show your ads to users whose oogle interface language matches the language(s) that your campaign targets. &ocation% 'he AdWords system uses several techni.ues to help show your ads to users located only in your targeted location(s)! 1. We consider the Goog e domain being used (.fr" .de" .kr" etc.). *or instance" if a user visits www.google.fr" the oogle domain for *rance" she'll see ads targeted to *rance. 3. We analy<e the search term the user submits on oogle (a practice known as 0.uery parsing0). /f someone enters a search term that contains a city or region" we may show ads targeted to that city or region. *or example" if someone searches for 0&hicago plumbers"0 we may show relevant ads targeted to &hicago. 9. When possible" we determine a user's general location based on his or her computer's Internet "rotoco 1I"2 address. An /$ address is a uni.ue number assigned by /nternet Service $roviders (/S$s) to each computer connected to the /nternet. *or example" if someone searches for 0plumbers0 from a Few #ork area /$ address" we may display ads targeted to Few #ork. #ou can also use advanced location targeting options to define when to show your ad to a particular user. Setting and ena4 ing anguage and ocation targeting When you create a new campaign" there will be a point in the creation process where you can choose the languages and locations that the campaign targets. #ou can edit this selection at any time on your campaign's 07dit Settings0 page.

See instructions for editing your targeted language and location. #r+ it /o-% Set &anguage and &ocation #argeting Whenever you create a new campaign in your AdWords account" you choose which languages and locations you want to target. 'o change your language targeting" follow these steps! 1. Sign in to your AdWords account at https!GGadwords.google.com. 3. 8n the 0All 8nline &ampaigns0 page" click the name of the campaign you wish to edit. 9. Select the Settings tab. :. Fext to 0-anguages0 click Edit. =. Select the new language. @. &lick Save. 'o change your location targeting settings" follow these steps! 1. Sign in to your AdWords account at https!GGadwords.google.com. 3. 8n the 0All 8nline &ampaigns0 page" click the name of the campaign you wish to edit. 9. &lick the Settings tab. :. &lick Edit next to -ocations. =. 7nter your location and click Add to add the location" or click Exc ude to keep your ads from appearing to users located in or searching for the selected location. @. After applying your targeting settings" click 3one. B. &lick Save to confirm your changes. ;uestions to consider! 1. When might you consider targeting another language5 3. What are the different targeting options for location targeting5 9. When might you exclude a location from your campaign5

&anguage #argeting Basics

Choosing &anguages to #arget -anguage targeting lets you reach an audience that speaks one or multiple languages. 4ecause people speak many different languages in many different locations" language targeting gives you a good way to reach your users even if they're located in non2native areas. *or example" if you sell Spanish books" you can choose to target your ads to the Spanish language. When we detect that a user speaks Spanish (based on their oogle interface language setting)" we'll display your ad. We recommend that you target the language in which your ad and its related keywords are written. *or example" if your ad and keywords are written in 7nglish" target 7nglish2speaking

users. ,emember that oogle won't translate your ad for you. Ad #ext )sing 3ou4 e*Width Characters With AdWords" you can create ad text using double2width characters" such as those used in &hinese (simplified or traditional)" Japanese" or ?orean. %owever" be aware that double2width characters have special re.uirements. Double2width characters need nearly twice the display space as single2width characters. *or example" the title line of an 7nglish ad has a 3= character limit. %owever" the limit for that same title line is 13 characters for a double2width language. 'he display +,- and second and third lines of 7nglish ad text are limited to 9= characters" while the limit for double2width characters is 1B. 'wo other rules to follow when creating ads with double2width characters! 2 +se single2width characters for symbols" such as punctuation marks and currency symbols. 2 +se single2width characters for alphanumeric characters. Fote that when creating a double2width character ad in the 7nglish interface" the character limit shown on the screen is wrong. 'o avoid receiving an error message" enter only the correct character length. *or instance" the title line of a Japanese ad may only be able to fit 13 characters" even though the limit is shown as 3=.

&ocation #argeting Basics% Countr+ @ #erritor+

A4out Countr+ @ #erritor+ #argeting #ou should use countryGterritory location targeting if you offer services or products to users in one or more countries or territories. /f you have a global business" it would make sense to target all countries and territories" ensuring that your campaigns get exposure across the world. /t's common for new advertisers to target all countries and territories in the hope of widening their reach. %owever" by doing this" you might reach customers who are less likely to convert" such as shoppers located in another country who prefer not to pay international shipping costs. 'o help assess where and whom you should target" answer these .uestions!

Where does your business sell goods or provide services5 Who is your intended audience5

*or example" if you sell DHDs and only ship within the +nited States" you should target your campaign to the +nited States. %owever" if you sell DHDs worldwide" you may wish to target your campaign to all countries and territories.

&ocation #argeting Basics% 8egion @ Cit+

A4out 8egion @ Cit+ #argeting ,egion and city targeting is best used by advertisers whose audience is concentrated in defined areas. With region and city targeting" you can capture a smaller population segment and receive more .ualified clicks. 'his helps keep your ;uality Score high and your costs low. Additionally" you can create more customi<ed ad text and landing pages that highlight special promotions or pricing based on the audience you're targeting. ,egion and city targeting usually works best for region2specific businesses" (such as bouti.ues" restaurants and hotels)" or for national businesses running region2specific promotions. ,egion and city targeting may not be offered in your country. 'he available options are displayed when you set up your campaign.

&ocation #argeting% Customi6ed #argeting

A4out <#arget a radius< 1proximit+ targeting2 'he K'arget a radiusL feature (also known as proximity targeting) allows you to target your ads to users in an area on a map centered around a location" rather than specifying individual cities" regions" or countries. *or example" if you own a retail business in San *rancisco and want to reach shoppers within 9> miles of your store" you can target your ads to users within a 9>2mile radius of your business. When you target a radius" the circle that youLve specified will be converted into the corresponding cities or regions that it covers. We will show you a list of locations that are contained within the radius" also known as K-ocations within this targetL. #ou can review these locations to make sure that youLve captured the areas that you expect to target.

&anguage and &ocation #argeting 5onitoring and #rou4 eshooting

#rou4 eshooting &anguage and &ocation #argeted Campaigns #our ads may occasionally receive clicks from outside your targeted locations. %ere are some possible reasons" along with some things you can do (or that we already do) to help ensure that you receive the most relevant clicks possible!

A user<s I" address is mapped outside his or her actua ocation.

Examp e% 'he user might be located in Santiago but his or her /nternet $rotocol (/$) address is housed on a server in 4uenos Aires. /f you target 4uenos Aires" this user might see your ads (even if the user is physically located in Santiago). So ution% /nternet service providers (/S$s) determine the /$ address a user is

assigned. /n some cases a user may be assigned an /$ address for a region other than where they are physically located. +nfortunately we can't determine which cases are incorrect" or change the assignment" but we do expose the name of your targeted region below your ad text to help prevent irrelevant clicks on your ads. 'o further prevent confusion" you can use ad text that highlights your target region" such as 04uenos Aires *lower Shop.0

A user outside +our targeted area speci$ica + searches $or something Goog e 'no-s is in +our targeted area.

Examp e% #ou might choose to target a specific city" but a user outside the region may include that city in their search while looking for something related to your ad or business. /n this case" this user might see your ads (even if the user is physically located outside the target city). So ution% We've developed this system for your benefit so you reach as many people looking for your goods or services as possible. %owever" if you find that your clicks aren't producing the results you expected" you might try refining your ad text and keywords to make them more geographically relevant.

=our targeted area ma+ 4e arger than +ou intended and users $rom a arger area are correct + inc uded 4ased on +our settings.

Examp e% #ou may only serve the continental +.S." but you've chosen the to target the entire +nited States" so your ads are receiving clicks from %awaii and Alaska. So ution% Farrow the focus of your region. 8r" you may want to choose customi<ed targeting instead of regional targeting.

=ou have targeted the countr+@territor+ eve and users are per$orming searches using the matching countr+*speci$ic Goog e domain.

o o

Examp e% *or example" if your campaign targets *rance" a user with a Spanish /$ address may see your ad on oogle.fr ( oogle's *rench domain). So ution% /f you don't want your ad showing on a country2specific domain to users outside of your targeted country" you can change your campaign's location targeting from the countryGterritory option to the regional or customi<ed option.

&anguage and &ocation #argeting Strategies and Best "ractices

Internationa #argeting Strategies /f you're targeting an audience located in several different locations" it's important that you organi<e your campaigns and ad groups logically. A good strategy is to organi<e and name your campaigns by location" such as 0 ermany0 and 0*rance.0 +se the appropriate location and language targeting for each campaign 22 for instance" you may want to location2target your first campaign to ermany and language2target it to erman. 'hen" organi<e your ad groups by product lines" such as 0&offee0 and 0'ea.0 4e sure to tailor your keywords and ad text to the intended audience. Dake sure that your keyword list and ad text for each ad group is in the same language. 'his ensures that the ad appears in the same language in which the keyword was entered. *or example" if a user enters a keyword in Japanese" you want your ad to appear in Japanese. Best "ractices $or &anguage and &ocation #argeting Some more best practices to keep in mind are!

4efore setting location targeting" enter your keywords into oogle /nsights for Search to find out which locations receive the most .ueries for your keyword. #ou can then alter your bid and budgets appropriately" raising them for the location with the most traffic" and lowering them for the others. After your location targeting is set and your campaign has been running for a time" use a eographic $erformance report or oogle Analytics to see where your users are coming from. Adjust your budgets" bids" or messages according to how the ads perform in different regions. /f your eographic $erformance report or oogle Analytics shows that you're consistently getting clicks with a low conversion rate from certain regions" or clicks from regions where you don't want your ads to show" consider specifically excluding the region from your targeting. *or example" let's say you run an online store that ships products to all of the +nited States except %awaii and Alaska. #ou can target your campaign to the +.S. and exclude those two states.

$oint your ads to a specific landing page for your targeted region" if you have such a page.

/f you'd like to highlight the address of your business" add location extensions to your ads.

9.A &ocation Extensions

Introduction to &ocation Extensions
Introduction to &ocation Extensions -ocation extensions are a .uick" easy way to connect you with customers searching for your products and services when you have businesses in multiple locations. 8each oca customers more e$$ective + With your ads appearing for relevant .ueries on oogle and its properties" including oogle Daps" you'll be able to more easily reach local customers with more information about your business" products" or services. Whether you have multiple storefronts you'd like to promote locally" or a single storefront you'd like to attract a user's attention to" location extensions can help raise awareness for a customer who may already be close enough to physically visit your business" or who is already searching or browsing for information related to your business in their area. *or example" if you own a bicycle repair shop in downtown 'okyo" a customer near your store searching for bicycle repair shops or tools to repair their bicycle is a local user you could more effectively reach with location extensions. Whether that user uses oogle search or oogle Daps" they'll find your ad" along with your full address and phone number" or a link to your website +,-. -earn how location extensions are targeted to users. Sho- oca customers more re evant in$ormation -ocation extensions merge your business address information with relevant ad text" telling users as much as possible in context with their browsing or search experience for local information. /n addition to the description lines and +,- that appear in your ad text" your ad can also display your business name" address" and phone number. 'his helps promote your business brand" products" and services" and associates your business with a specific location of interest to the user. &ocation Extensions ;e+ Concepts -ocation extensions expand a standard text ad with additional business information such as an address" helping web users easily find out more about your business. Ads will appear as normal across oogle and the oogle Fetwork" but the additional information may also appear on oogle.com and its properties" such as oogle Daps" in an enhanced format. "ricing and tra$$ic #ou're charged in the same way for location extensions as you are for a standard text ad.

%owever when your ads are shown on oogle Daps" you won't be charged for clicks on your ad that expand the info windows on the map interface" but you will be charged for clickthroughs from the info window to your website. Where ocation extensions appear +sers may search for your keywords on any oogle property or oogle Fetwork site and" if you've enabled location extensions and your business information is eligible to appear within the ad placement" this information will also be shown. %ere's how an ad will appear when using this feature!

Ads on the Goog e Search and 3isp a+ /et-or's! #our ad will appear as a standard text ad and may also include a business address. /t will appear on oogle with your additional business information included. /t may also appear on other search and Display Fetwork sites and products in the oogle Fetwork based on your network targeting settings" and its appearance will vary by partner. 'ypically" ads are labeled as sponsored links and include 3 2 : lines of text. /n most cases" the text versions of these ads have the same ad text and display +,- as the enhanced ad running on oogle Daps. /n some other cases" oogle search partners may also show versions of your ad that include your address information. /f a partner does not support the additional address information" your ad will appear as a standard text ad.

Goog e 5aps! #our ad may appear as a text ad" or an enhanced ad" with a business icon and a map marker that expands to show a business image. 'hese ads are associated with a specific point on the map" such as a store or restaurant. 8n smaller maps" if a user clicks on the associated map marker" an info window expands on the map to reveal additional information about the business. 'he user can click within the info window to be redirected to your website. *or smaller maps" if a user clicks on the +,- or the title of the ad they'll be redirected to your website. /n some cases" ads may also appear with relevant searches on oogle Daps for mobile. Ads appearing with mobile search results may have their ad text shortened for mobile searches.

#argeting options and avai a4i it+ #our ad is by default already a standard text ad" so we'll show your ad to users based on your target settings for the campaign. /f you enable location extensions and provide one or more addresses" your ad will be shown with the relevant address when we know the user is near the address or has shown interest in the location area by their choice of search terms. -ocation extensions don't replace regional and customi<ed campaign targeting. Dore specific campaign targeting for your ads still works best if you have an online2only business or if you're mostly interested in driving traffic to your website.

-earn more about how targeting works for location extensions 'his feature is also limited to advertiser use in certain countries. -earn more -earn how to create a location extension

Ena4 ing &ocation Extensions

Ena4 ing &ocation Extensions #ou can edit or create a location extension from the under the -ocations" -anguages" and Demographics section of the Settings tab in your AdWords account. Select one of the options under 0Show relevant addresses with your ads.0 /f you're a business owner" you can link a oogle $laces account to the campaign. A oogle $laces account is not re.uired to use ad extensions within AdWords" and it is only available for business owners. /f you are not a business owner" you should manually enter business locations for your ad extensions instead. Also" ads within campaigns linked to a oogle $laces account will only be shown with a location extension if the address is verified. -earn more about oogle $laces and how to sign up When you create a location extension" a default icon will be provided for the map marker that appears along with your ad on oogle Daps. #ou have the option to select another default icon" or you can choose from one of your own uploaded images. 'o change your location extension icon" edit the address on the Settings tab of your campaign" or within the actual ad if you have chosen to use a single address at the ad level.

&ocation Extensions Guide ines ! Best "ractices

&ocation Extensions Guide ines ! "o icies Ads with location extensions must follow the AdWords advertising policies for standard text ads. 'hey must also comply with special re.uirements for ads using this feature. #ou can view the full list of re.uirements within the AdWords %elp &enter!

uidelines 8verview AdWords advertising policies for standard text ads

&ocation Extensions Best "ractices Best "ractices Examp es 'hese examples illustrate good use cases for this feature!

A campaign advertising an anti.ue store uses the store address. A campaign for a restaurant review website uses the address of one of the reviewed establishments.

'hese examples illustrate poor use cases for this feature!

A restaurant website includes the address of its competitor. An online2only business includes a residential address.

#argeting ads -ith ocation extensions more e$$ective + As with any AdWords ad" the more relevant your keywords and ad text are" the more targeted your ad will be to users who may be interested in your business or service. &onsider the tips below when creating ads that will appear with an address!

;e+-ords! -ocation extensions attach address information to an existing ad" so you don't need to provide special keyword choices. %owever when choosing keywords" remember that users will often enter general locations for keywords to further narrow their search results. So if your keywords include meaningful terms like a street name" neighborhood" city" or region" your ad will be more likely to appear for a related user search. /f your ad text also includes these terms it will also be more relevant and likely to earn user clicks" or a visit or phone call to your store. Ad #ext! #ou aren't re.uired to choose or write your ad text in a particular way" but ads with ad extensions may appear in context with a business address for a user or on an enhanced map. 'ry to write your ad text with this in mind. *or example" if you sell anti.ue furniture at a shop in a uni.ue neighborhood of your city" or on a particularly well2known street" it may help to highlight this in your ad text to emphasi<e how local and accessible your business is. +sers will see that your address actually matches your marketing message" and they'll be more likely to visit your anti.ue shop in person. 'hey may choose to click your +,- to see more about what you sell on your website" call your store to ask a few .uestions about the products you sell" or arrive at your store ready to buy an item. -astly" when using an ad extension with your text ad" for example" create a location extension to help make local users aware that your business is nearby. /f you've got multiple business locations" create generic ad text that will suit all locations" so that users near to a given address will see an ad that makes sense to them.

5anaging addresses $or ocation extensions /t's important to think about how and when an address will appear for users. %ere are some tips for setting up your address settings for ads with location extensions!

/f you want a particular ad to only appear with a particular address" and no others" you can choose this option at the ad level. 'his can help you more effectively target users near to a given business location. /f you're a business owner" you can use addresses you've stored in oogle $laces. #ou can link your oogle $laces account at the campaign level. #ou can manually add individual addresses to your campaign with ad extensions. +se this option if you don't have a oogle $laces account and you're not a business owner.

Search Advertising Advanced Exam A. AdWords Bidding and Budgeting A.1 ,vervie- o$ Bidding
Introduction to AdWords Bidding
?o- AdWords Bidding Wor's A bid is the amount you're willing to pay per click" per thousand impressions" or per ac.uisition. 7ach time your ad is eligible to appear" an auction takes place among your ads and all the other eligible ads. #our bid is one of the factors that determines whether your ad shows" and in what position. 'he most common type of bid is a maximum cost2per2click (&$&) bid. When you use &$& bidding" you pay only when someone clicks on your ad. ,aising your &$& bid can improve your ad's position" and lowering your bid can decrease your ad's position. ?eep in mind" however" that ads are not ranked solely by their bid.

8an'ing on the Search /et-or'% Ads are ranked on search pages based on a combination of the matched keyword's &$& bid and ;uality Score. ;uality Score is determined by the keyword's clickthrough rate (&',) on oogle" relevance of ad text" historical keyword performance" landing page" and other relevancy factors. %aving relevant keywords and ad text" a high &$& bid" and a strong &', will result in a higher position for your ad. 8an'ing on the 3isp a+ /et-or'% Ads are ranked on Display Fetwork pages based on the ad group default bid (when there aren't more specific bids that apply)" the ad's past performance on this and similar sites" and the landing page .uality. %owever" if you've set a Display Fetwork bid or a bid for a specific placement" these will overrule the ad group default bid when your ad runs on the Display Fetwork or the placement you've selected. 'hese more specific bids affect your ad rank" so you might consider increasing bids for placements on which you'd like to rank higher.

Hisit our 8ptimi<ation 'ips page to read more about account optimi<ation. #ou'll learn how to maximi<e performance for ads and improve your ad's position without having to raise your bid. Bidding ,ptions Depending on your advertising goals and how closely you want to monitor and manage your bids" you can choose one of several different bidding options.

Focus on c ic's% Cost*per*c ic' 1C"C2 4idding /n campaigns using this bidding option" you set a &$& bid for each ad group or keyword in your campaign. #our &$& bid refers to the amount you're willing to pay for a click on your ad when the ad appears on oogle or one of our partner sites. With &$& bidding" you pay only when someone clicks on your ad. &$& bidding is recommended if you're mostly interested in getting traffic on your site. #ou have two options for &$& bidding!

Automatic 4idding! #ou set a daily budget" and AdWords works to bring you the most clicks possible within that budget. /f you like" you can set a &$& bid limit to ensure the AdWords system doesn't bid more than a particular amount. 5anua 4idding! As with automatic bidding" you pay only when someone clicks on your ad. %owever" this option lets you control your own maximum &$& bids. #ou can set bids at the ad group level" or for individual keywords or placements.

Focus on impressions% Cost*per*thousand impressions 1C"52 4idding /n campaigns targeted to the Display Fetwork" you may choose the &$D option. /nstead of bidding and paying only for clicks" you can choose to bid for impressions on your ad" and pay for every thousand times your ad appears. /f you're mostly interested in branding and getting ad visibility" we recommend choosing this option. As with manual &$& bidding" you can set bids at the ad group level" or for individual placements. *or example" if you find that a particular placement is more profitable" you can raise your bid for that placement. Fote that when &$& and &$D ads compete with each other in the same Display Fetwork auction" the AdWords system uses a system of effective &$D" or e&$D" to compare and rank the ads. *or cost2per2click (&$&) ads" the AdWords dynamic ranking system considers the bid" clickthrough rate (&',)" and other relevance factors. 'he resulting number is the ad's e&$D" or effective cost per 1>>> impressions. &$D ads are ranked for display according to their &$D bid" competing with other &$D ads and with &$& ads. A &$D ad always occupies the entire ad space" with either an image ad or other multimedia ad" or an expanded text ad. *or this reason" you might wish to bid higher for &$D ads than you would for &$& ads. Focus on conversions% Conversion ,ptimi6er 'his bidding option enables you to specify a maximum cost2per2ac.uisition (&$A) bid for each ad group in your campaign. 'he &onversion 8ptimi<er uses your AdWords &onversion 'racking data to get you more conversions at a lower cost. /t optimi<es your placement in each ad auction to avoid unprofitable clicks and to get you as many profitable clicks as possible. +sing historical information about your campaign" the &onversion 8ptimi<er automatically finds the optimal e.uivalent cost2per2click (&$&) bid for your ad each time it's eligible to

appear. #ou still pay per click" but this feature can decrease the need to adjust your bids manually. #our campaign must meet the following re.uirements in order to begin using the &onversion 8ptimi<er!

AdWords &onversion 'racking must be enabled. 'he campaign must have received at least 1= conversions in the last 9> days. 'he &onversion 8ptimi<er re.uires this conversion history in order to make accurate predictions about your future conversion rate. 'he campaign must have been receiving conversions at a similar rate for at least a few days.

Fote! Since you set a maximum &$A with the &onversion 8ptimi<er" it's normal for your actual average cost per conversion to be lower than the maximum &$A bid you set.

Setting and 5anaging AdWords Bids

Setting AdWords Bids 'he bid you set is up to you. #our maximum &$& or &$D bid represents the highest amount that you're willing to pay per click or thousand impressions" respectively" on your ad. #ou can set a bid at the ad group level" or for individual keywords and placements. /f you don't specify a maximum &$& or &$D bid for a given keyword or placement" the ad group maximum &$& or &$D bid will automatically apply. /f you have both keyword2level and placement2level bids within an ad group" and an ad shows on one of the placements for which you've set a bid" the placement bid applies. #our maximum &$& bid must be at least +SM>.>1. #our maximum &$D bid must be at least +SM>.3=. When setting your &$& or &$D bid" consider the following!

#he va ue o$ a c ic'. %ow much is a visitor to your website worth5 %ow likely is it that a click will turn into a conversion (sale" signup" etc.)5 /f a click has a high value to you" then you might want to set a high bid. /f it has a low value" lower the bid. #ou can get conversion statistics by setting up conversion tracking or by using oogle Analytics. Also" keep in mind that higher bids can increase click volume" but they can also result in more expensive clicks. -ower bids can decrease your volume but also get cheaper clicks. &onsider this tradeoff between price and volume when you're setting your bids. =our dai + 4udget. 4e sure that your daily budget is higher than your &$& or &$D bid. 8therwise" your ad won't show.

#oo s $or 5anaging AdWords Bids

/n addition to the various bidding options" AdWords also offers the tools listed below. 'ip! 8nly use these tools if you have enough campaign performance statistics to help you make informed decisions about how to use the tools. Ad schedu ing% a tool for adjusting your bids for different times of day or days of the week. Ad scheduling lets you control the days and times your AdWords campaigns appear. /n an advanced mode it also lets you set different bid multipliers for different times of the day and the week. 'he bid multiplier (1>N to 1>>>N of the original &$&) affects all ads in the campaign" including ads with separate search and Display Fetwork bids. When the multiplier time period is over" your campaign will revert to your normal campaign bids. Ad scheduling is more effective than manual operations of the same type 2 it's fully automated and you don't experience any delays as you might with manual status changes and bid adjustments. #ou may create up to six time periods per day" each with its own bid multiplier entry. Ad scheduling is based on account time <one. Ads will appear during the hours shown in your account" not in the time <one of the regions you have targeted. Ad scheduling doesn't change your daily budget. #our overall budget remains the same whether or not you enable ad scheduling. 3emographic 4idding% a tool for targeting your ads to specific groups of customers visiting certain sites in the oogle Display Fetwork. Dany AdWords users want their ads to be seen especially by users of a certain demographic group! for instance" by women" or by people between the ages of 9= and ::" or even by women between the ages of 9= and ::. /f you'd like a particular demographic group to see your ad when it appears on certain Display Fetwork sites" you can help make that happen by boosting your bid whenever your ad is eligible to be shown to a member of your preferred group. 'his is done with the 4id O N system found on the demographic bidding page of your campaign.

Best "ractices $or AdWords Bidding

,vervie- o$ Best "ractices $or Bidding %ere are some best practices!

&hoose the bidding strategy that fits your advertising goals. /f you're focused on clicks" choose automatic or manual &$& bidding. /f you're focused on building awareness of a product or brand on the oogle Display Fetwork" choose &$D bidding. /f you're focused on a particular customer action" such as leads or purchases" choose the &onversion 8ptimi<er (&$A bidding). /f you're a newer advertiser and you'd like to use manual &$& bidding" consider using automatic bidding to determine what &$& bids you might want to use. After you use automatic bidding for a few weeks" you can then switch to manual bidding and set your ad group bids to the appropriate levels.

/mplement AdWords &onversion 'racking to see how much conversions cost when you're using various &$& bids. +se the bid simulator to see the possible advertising results you could get if you used a different keyword maximum &$& bid. 'he bid simulator doesn't predict the future" but it estimates the click" cost" and impression data that your ads would have received over the last seven days had you set different keyword2level bids. 'o see a bid simulation for a keyword" click the bid simulator icon next to the maximum &$& bid. Determine which keywords or placements are giving you the best results. Adjust bids and tailor ads as necessary.

Search Advertising Advanced Exam 7. "o icies and Ad >ua it+ #opics 7.2 Ad and Site >ua it+
Introduction to Ad >ua it+
?o- Ad >ua it+ Is 3e$ined $eople use oogle because they find what they're looking for fast 2 whether it be the latest news" best candy bar" or closest pi<<eria. 'his is the essence of relevance! oogle provides users with the most relevant search results based on their search. ,elevance doesn't end with our search results. We also work to show the most relevant ads for every search .uery. 'his model works for advertisers as well as users! 'he more relevant the ads are" the more likely users are to click on them. We measure relevance for search and ads differently.

*or search results" relevance is automatically determined by many factors" including oogle's patented $age,ank algorithm. 'he more relevant a search result" the higher it will be ranked. -earn more about how oogle search results are ranked. *or AdWords ads" the most important factor in relevance is the ad's .uality" which we measure with a metric called 0;uality Score.0 'he higher your ;uality Score" the higher your ad will be ranked and the lower your costs will be. -earn more about how AdWords ads are ranked below.

Introduction to >ua it+ Score ;uality Score is based on your keyword's click2through rate (&',)6 the relevance of your ad

text" keyword" and landing page6 and several other factors. A ;uality Score is calculated every time your keyword matches a search .uery 22 that is" every time your keyword has the potential to trigger an ad. ;uality Score is used in several different ways" including influencing your keywords' actual cost2per2clicks (&$&s) and ad position. /n general" the higher your ;uality Score" the lower your costs and the better your ad position. 'his rewards you for having relevant ads. Introduction to &anding "age >ua it+ 8ne of the factors that makes up ;uality Score is the .uality of your landing page. -anding page .uality is influenced by the usefulness and relevance of information provided on the page" ease of navigation" load time" how many links are on the page" and more. /mproving landing page .uality can help you gain the trust of your customers and" therefore" keep them coming back to your site. #ou'll also make it easier for visitors to make a purchase" sign up for a newsletter" or perform any other desired action.

A4out >ua it+ Scores

;uality Score is used in several different ways" including!

influencing your keywords' cost2per2clicks (&$&s) determining whether a keyword is eligible to enter the ad auction that occurs when a user enters a search .uery affecting how high your ad will be ranked estimating the first page bids that you see in your account

/n general" the higher your ;uality Score" the lower your costs and the better your ad position. After each auction is run and your ad is ranked" the AdWords Discounter adjusts your actual &$& so you pay the minimum amount re.uired to exceed the rank of the next ranked ad. ?o- >ua it+ Score Is 3etermined A ;uality Score is calculated every time your keyword matches a search .uery 22 that is" every time your keyword has the potential to trigger an ad. 'he formula behind ;uality Score varies depending on whether it's affecting ads on oogle and the Search Fetwork or ads on the Display Fetwork. I. >ua it+ Score $or Goog e and the Search /et-or' While we continue to refine our ;uality Score formulas for oogle and the Search Fetwork" the core components remain more or less the same!

'he historical clickthrough rate (&',) of the keyword and the ad on oogle. Fote that &', on the oogle Fetwork only ever impacts ;uality Score on the oogle Fetwork 22 not on oogle #our account history" which is measured by the &', of all the ads and keywords in your account

'he historical &', of the display +,-s in the ad group 'he .uality of your landing page 'he relevance of the keyword to the ads in its ad group 'he relevance of the keyword and the ad to the search .uery #our account's performance in the geographical region where the ad will be shown 8ther relevance factors

Fote that there are slight variations to the ;uality Score formula when it affects ad position and first page bid!

When calculating ad position on a Search Fetwork placement" ;uality Score considers the &', on that particular Search Fetwork placement. *or calculating first page bid" ;uality Score doesn't consider the ad or search .uery" since this estimate appears as a metric in your account and doesn't vary per search .uery.

II. >ua it+ Score $or the 3isp a+ /et-or' 'he ;uality Score for determining whether an ad will appear on a Display Fetwork placement differs for contextually2targeted ads and for placement2targeted ads. (-earn the difference between these two.) 1. Contextua +*targeted ads 'he ;uality Score for calculating a contextually2targeted ad's eligibility to appear on a particular Display Fetwork placement" as well as the ad's position on that placement" depends on the campaign's bidding option. /f the campaign uses cost2per2click (&$&) bidding" ;uality Score is based on!
o o o o

'he historical &', of the ad on this and similar sites 'he relevance of the ads and keywords in the ad group to the site 'he .uality of your landing page 8ther relevance factors

/f the campaign uses cost2per2thousand2impressions (&$D) bidding" ;uality Score is based on!
o

'he .uality of your landing page

3. " acement*targeted ads 'he ;uality Score for determining if a placement2targeted ad will appear on a particular Display Fetwork placement also depends on the campaign's bidding option. /f the campaign uses cost2per2click (&$&) bidding" ;uality Score is based on!
o

'he historical &', of the ad on this and similar sites

'he .uality of your landing page

/f the campaign uses cost2per2thousand2impressions (&$D) bidding" ;uality Score is based on!
o

'he .uality of your landing page

-earn how &$D and &$& ads compete with each other.

A4out &anding "age and Site >ua it+

,vervie- o$ &anding "age >ua it+ -anding page .uality is one of several factors that determine a keyword's ;uality Score. 'he .uality of a landing page is influenced by the usefulness and relevance of information provided on the page" ease of navigation" load time" how many links are on the page" and more. 7ach of your keywords will receive a landing page .uality grade visible when using keyword diagnosis. 'he grade is based on the average .uality of the landing pages in the ad group and of any landing pages in the rest of the account with the same domain. /f multiple ad groups have landing pages with the same domain" therefore" the keywords in all these ad groups will have identical landing page .uality grades. /f keyword diagnosis shows that your landing page .uality is graded 0Fo problems"0 your ;uality Score will not be affected. /f your landing page .uality is graded '$oor"' your ;uality Score will be negatively affected. Fote! When determining landing page .uality grade" the AdWords system follows destination +,-s at both the ad and keyword level and evaluates the final landing page. Improving =our &anding "age and Site >ua it+ /mproving your landing page .uality is important for several reasons!

/t can help you gain the trust of your customers. /t can help your visitors make a purchase" sign up for your newsletter" or perform some other action that you can use to track your conversion. /t can help increase your ;uality Score and lower your cost2per2clicks (&$&).

'o improve your landing page .uality" try focusing on the following three areas! 1. 8e evant and origina content% *eature content that you can't find anywhere else. 3. #ransparenc+% Don't trick or mislead people. 9. Site navigation% Dake it easy for people to find what they're looking for. 1. ,elevant and original content 'hese are two things that can bring customers to your website. %ere are some pointers on creating relevant and original content!

8e evance%

Dake it easy for users to find what your ad promised. -ink to the page on your site that provides the most useful information about the product or service in your ad. /f you're selling something" direct users to the page where they can buy the advertised product" rather than to a page with a description of several products.

,rigina it+%

*eature uni.ue content that can't be found on other sites. Don't just link or redirect traffic to another site. Don't just replicate the look and feel of another site. $rovide substantial information. /f your ad does link to a landing page consisting mostly of ads or general search results (such as a directory or catalog page)" provide additional" uni.ue content. *or instance" if you sell cameras" you could include product descriptions or customer reviews.

3. 'ransparency aining the trust of your users can lead to repeat visitors" and one way to gain that trust is to be very honest and transparent with your users. 'his sort of transparency can help you improve your landing page and your relationship with your customers in these three areas!

?o- +ou share +our 4usiness in$o%

4e open about your business and clearly define what it is or does. %onor the deals and offers you promote in your ad. Deliver products and services as promised. 8nly charge users for the products and services that they order and successfully receive. Distinguish sponsored links from the rest of your site content.

?o- +ou treat visitors on +our site%

Avoid changing their web browser behavior or settings" such as back button functionality or browser window si<e. /f you have to" ask their permission first. /f your site automatically installs software" be upfront about the installation and allow for easy removal. ,efer to oogle's Software $rinciples for more guidelines.

?o- +ou treat visitors< persona in$o%

+nless necessary for the product or service that you're offering" don't re.uest personal information. /f you do re.uest personal information" provide a privacy policy that honestly discloses how the information will be used. ive options to limit the use of a user's personal information" such as the ability to opt out of receiving newsletters.

Allow users to access your site's content without re.uiring them to register. 8r" provide a preview of what users will get by registering.

9. Site Favigation A key to turning visitors into customers is making it easy for users to find what they're looking for. %ere's how!

$rovide a short and easy path for users to purchase or receive the product or offer they read about in your ad. Avoid excessive use of pop2ups" pop2unders" and other distractions on your site. Dake sure that your landing page loads .uickly. -earn ways to improve your load time. 'urn to oogle's Webmaster uidelines for more recommendations" which can also help improve your site's performance in oogle's search results.

#+pes o$ We4sites #hat 8eceive &o- &anding "age >ua it+ Scores +sers have consistently provided negative feedback on several types of websites. /n our commitment to make AdWords as effective as possible for advertisers and users" ads promoting these types of websites may receive low landing page .uality scores. /n some instances" they will not be allowed to run. We4site t+pes to avoid 'he following website types will be penali<ed with low landing page .uality scores. /f we receive complaints about ads for websites of this kind" they will not be allowed to continue running.

Data collection sites that offer free items" etc." in order to collect private information Arbitrage sites that are designed for the purpose of showing ads Dalware sites that knowingly or unknowingly install software on a visitor's computer

We4site t+pes to advertise -ith caution 'he following website types will sometimes merit low landing page .uality scores and may be difficult to advertise affordably. /f you choose to advertise one of these website types" be particularly careful to adhere to our landing page .uality guidelines 22 especially the rule about offering uni.ue content.

e4ook sites 0 et rich .uick0 sites &omparison shopping sites 'ravel aggregators

Ad >ua it+ 5onitoring and Best "ractices

5onitoring =our >ua it+ Score Due to the dynamic nature of the /nternet" your keywords' ;uality Scores can fluctuate often.

'herefore" it's a good idea to monitor your performance and make adjustments as needed. 'o analy<e your account performance .uickly" use the following resources!

;e+-ord diagnosis! 'o view the ;uality Score for a single keyword" hover over the speech bubble icon next to the keyword's status in the ?eywords tab. A help bubble will appear with information about the keyword and the ;uality Score. #ou may see one of the following statuses for each keyword! 7ligible! 'hese keywords are eligible to trigger ads. Disapproved! 'hese keywords don't comply with our 7ditorial uidelines or &ontent $olicy and won't trigger ads until you correct the problem. $ausedGDeleted! 'hese are keywords you've paused or deleted. 'hey won't enter the ad auction and therefore won't trigger your ads. -ow search volume! 'hese keywords are suspended because they're associated with very little search traffic on oogle properties. 'hey'll be reactivated if we find they could start delivering traffic. -earn more. 4elow first page bid! 'hese keywords' bids are below the first page bid estimate" meaning that they likely aren't triggering ads on the first page of search results. 'he first page bid estimate will show as long as your keyword exceeds a minimum ;uality Score threshold. -ow ;uality Score! 'hese keywords have very low ;uality Scores" which means they're not likely to trigger ads.

o o o o

'o learn how to enable a keyword that isn't running" visit the ?eyword Status troubleshooting topic.

>ua it+ Score co umn! 7nable the ;uality Score column to view a list of ;uality Scores for your keywords. 8n the ;e+-ords tab" click the Co umns button at the top of your statistics table" and select 0&ustomi<e columns0 from the drop2down. &lick Attri4utes" then add 0;ual. score.0 &lick Save. 7ach keyword's ;uality Score will appear in your stats table. C#8 co umn! Hiew the 0&',0 column on your ad group tab or campaigns tab to see how well an ad group or campaign is performing. 'he higher the click2through rate (&',)" the better the ad group or campaign is probably doing. 8n the ad group level" &', is broken out in rows by search and the Display Fetwork. /n general" a &', over 1N on oogle is very good. &', on the Display Fetwork is typically much lower and is relative based on the Display Fetwork placement. *or example" if the average &', for an ad on a particular website is >.>1N" but the &', for your ad on that site is >.>=N" you're doing great.

*or more in2depth performance tracking" we suggest that you set up conversion tracking or oogle Analytics.

#r+ it /o-% ;e+-ord 3iagnosis ?eyword diagnosis tells you if a particular keyword is triggering ads" in addition to the reason why it may not be triggering ads. 'he field also provides a breakdown of the keyword's ;uality Score. 'o view keyword diagnosis for any keyword" follow these steps!

Sign in to your AdWords account at https!GGadwords.google.com 'o diagnose a single keyword" hover over the speech bubble icon next to the status for a keyword in the ;e+-ords tab to see a help bubble appear with information about the keyword. 'o diagnose multiple keywords" use the 'Diagnose keywords' option in the 0Dore Actions0 menu in the ;e+-ords tab and set parameters for the diagnosis.

;uestions to consider! 1. Why is it imperative that your landing page works in conjunction with your ad text5 3. %ow might confusing landing pages discourage your site visitors from taking actions on your site5 9. %ow does relevant and original content contribute to landing page .uality5

7.3 Inva id C ic's Issues

Introduction to Inva id C ic's
,vervie- o$ Inva id C ic's /nvalid clicks are clicks on your ads that are generated by prohibited methods. /nvalid clicks are sometimes intended to artificially or maliciously drive up an advertiser's costs or a publisher's earnings. Sources of invalid clicks may include!

,epeated manual clicks &licks by automated tools" robots" or other deceptive software

/nvalid impressions are those generated by automated systems or users with malicious intent. We closely monitor these and other scenarios to help protect your ads from receiving invalid clicks and invalid impressions. Common 8easons $or 5u tip e C ic's $rom ,ne Source #ou may also find in your web server logs that your ads sometimes receive multiple clicks from a single source. While this too may be an indication of invalid activity" please also consider the following legitimate potential causes! Internet service provider% An /nternet provider (such as A8-" 7arthlink" or &omcast) may assign the same /$ address to multiple users" especially users who live close by each other.

Comparison shopping% /ndividual users may legitimately click on your ad more than one time when comparison shopping or when returning to your site for more information. ?o- Goog e Com4ats Inva id C ic's 'he security of AdWords advertisers is of the utmost importance to oogle. We use a three2 part system of both proactive and reactive review" which employs advanced technologies and a team of trained specialists" to protect advertisers from invalid clicks. $roactive! 1. 8ea *time $i ters% &ontinually updated automated algorithms filter out invalid clicks as they occur. All clicks on AdWords ads are analy<ed. 'hese filters account for the vast majority of invalid click detection. 2. Further ana +sis% +sing both automated algorithms and manual analysis by our Ad 'raffic ;uality 'eam" we investigate suspicious click patterns looking for invalid clicks that our real2 time filters may have missed. 'his second wave of analysis accounts for a much smaller proportion of invalid clicks than that detected by our filters. ,eactive! 3. Investigations% All advertiser in.uiries are investigated by our Ad 'raffic ;uality team. ,eactive investigations are relatively rare" and the number of invalid clicks detected by investigations is negligible relative to the number detected by filters and other analysis.

Identi$+ing and 8eporting Inva id C ic's

Identi$+ing "ossi4 e Inva id C ic's oogle has dedicated a number of resources to protect advertisers against invalid clicks" including automatic filters and a team of invalid click specialists. /n addition to our invalid click detection system" a variety of AdWords features and reports can help you monitor your account's activity.

,ptimi6ation% #our first line of defense against invalid click activity is to optimi<e your account so that your ads receive only the most targeted clicks and impressions. ?eep in mind that conversion rate is often the best indicator of successful advertising. /dentifying and correcting low2conversion areas in your account will also help identify potential areas of invalid activity. Goog e Ana +tics% oogle Analytics is a free tool that helps you monitor various aspects of your AdWords account" including conversion rate" visitor behavior" and campaign performance. 'o more accurately track only AdWords clicks" you may want to consider using auto2tagging" one of do<ens of features and reports oogle Analytics provides to refine and monitor traffic to your ads. ?eep an eye out for sudden unexplained increases in traffic or a number of clicks from a single source. (%owever" remember that there are many legitimate causes for traffic increases and multiple clicks from a single source" as explained above.)

Inva id c ic' co umns% #ou can also directly see the number and percentage of clicks that have been classified as invalid and automatically filtered from your account" by adding invalid click columns to your data table on the &ampaigns tab. 'o add these columns" click Co umns in the toolbar above the table. Download the data by clicking in the toolbar. Bi ing summar+% #ou aren't charged for invalid clicks" and they don't affect your account statistics. /f our further proactive click analysis shows that invalid clicks have escaped automatic detection" you'll receive a credit for those clicks. 'hese credits will appear on your 4illing Summary page and will be labeled 0Adjustment 2 &lick ;uality.0

8eporting Inva id C ic's to Goog e /f you believe that your account reports reflect clicks that are more extreme than ordinary user behavior or that exhibit strange patterns" first investigate whether they may be due to one of the common reasons for click increases listed previously. 'hen" check to see if these clicks are included either in an /nvalid &lick report run on your account or as click .uality adjustment credits on your 4illing Summary page (see points /// and /H above for instructions). /f not" please contact us via the &lick ;uality form. #our re.uest will be sent to oogle's team that investigates invalid click activity on a case2 by2case basis. 'o expedite their time2intensive investigation" please include the following information in your description of the issue! 1. 'he campaign(s)" ad group(s) andGor keyword(s) associated with the suspicious clicks 3. 'he date(s) and time(s) of the suspicious click activity 9. Any data in your weblogs or reports that indicate suspicious /$ addresses" referrers" or re.uests :. Where your ads appeared when they received the suspicious clicks (e.g." the +,- of the Display Fetwork webpage) =. A paragraph describing the trends in logs andGor reports that led you to believe that the click activity is invalid 'he verification and research process can be time consuming and we appreciate your patience while our investigation team reviews your account. $lease allow three to five business days before we respond.

Search Advertising Advanced Exam 1B. AdWords #oo s 1B.1 ,vervie- o$ AdWords #oo s
Introduction to AdWords #oo s
,vervie- o$ AdWords #oo s

AdWords tools can be used for a variety of functions.

Account management too s help you view" edit" and update your account efficiently. ;e+-ord too s provide resources for choosing effective keywords. " acement re$inement too s enable you to optimi<e where your ad appears. Bid and 4udget management too s help you make the most of your advertising budget" either by saving you time or providing insight into what you should bid for your advertising. Ad creation too s enable you to create customi<ed ads to promote your business. #rou4 eshooting too s help you figure out how to solve issues that come up in your account. *or example" using the disapproved ads filter helps you .uickly find and update ads that aren't running for policy reasons.

0a ue "roposition $or AdWords #oo s We don't expect that every advertiser will find each AdWords tool useful" but we do hope that you'll find value in using the tools that work well for your account. +sing the right tools for your account is like using the right tools when you build a house! 'hey make the job easier" and they improve the .uality of the finished product. +sing the right AdWords tools can help improve your ,8/ and save you time as you manage your account.

Account 5anagement #oo s

A4out the 5+ Change ?istor+ #oo 'he Dy &hange %istory tool allows you to view changes to your AdWords account for any time period you choose since January 1" 3>>@. #ou can also filter the results by the type of change (such as budget adjustments or keyword edits). /f multiple users with different sign2in email addresses manage your account" you can also use the tool to see who made certain changes. 'his tool will report the following changes!

Daily budget adjustments ?eyword edits or additions &hanges in ad distribution preferences &hanges made via the AdWords A$/

'he tool won't display the following changes!

Daximum cost2per2click (&$&) adjustments made by the automatic bidding option Ad approval or disapproval $assword changes (for security reasons)

Fote! /t can take a few minutes for your changes to appear in Dy &hange %istory. /f you don't see your most recent changes" please check again later.

#r+ it /o-% )se the 5+ Change ?istor+ #oo With easy access to your account history" you can make informed decisions about managing your account for maximum performance. *ollow these instructions to view change history for an account. 1. 3. o directly to the Dy &hange %istory tool by visiting http!GGadwords.google.comGselectGHiew7xternalAll&hange%istory . #ou might be asked to sign in. Select filter settings. #ou can filter the results in the Dy &hange %istory tool in four ways! o Date range! +se the drop2down menus in the Within date range section to view changes for a particular time period. o Affecting level! 7nter the name of a campaign for which you'd like to see changes. #ou'll be able to pick from a list of suggestions once you start typing. #ou can then further narrow results by entering an ad group name in the second field that appears. Alternatively" enter 'Account only' or 'All changes"' which will show you changes made only at the account level or changes made to all campaigns" respectively. o &hange type! +se the checkboxes to filter by change type. &heck A to see all changes made" or check one or more of the change types to narrow the results. o +ser! /f multiple users with different logins manage your account" you can use the drop2down menu in the 5ade 4+ section to view changes made by a particular user. &lick Fi ter Change ?istor+. 'he changes that occurred in your account for the selected parameters will be listed as well as displayed in a chart. &lick Sho- a detai s to see more information about each change. &lick ?ide a detai s to simplify the view. &lick 3o-n oad as .csv to export your change history.

9. :. =.

;uestions to consider! 1. A campaign in your account was paused sometime during the past six months and you don't know who paused it or when it was paused. What can the Dy &hange %istory report tell you5 3. What are the three changes that Dy &hange %istory will F8' show5 Change ?istor+ #oo Best "ractices

Specify a particular date range to narrow down your results. &licking the 0&hart view0 link on your Dy &hange %istory page will make a chart expand. 'he chart shows a timeline of your performance statistics" along with flags on dates you made changes. +se the chart to identify particular upswings or downswings in performance along with the changes that might have caused these swings.

&licking a flag within the chart view will restrict your &hange %istory results to the date on which you made that change. 'his is helpful for .uickly changing your view from a large date range that might have a lot of changes to a specific date or change.

;e+-ord #oo
A4out the ;e+-ord #oo Feed more keywords5 'his is what you can do with the ?eyword 'ool!

*ind and add new keyword ideas to your ad groups ,efine your keyword list *ind negative keyword ideas See additional keywords that can also trigger your ads (expanded matches) 7stimate keyword traffic

4elow you'll find specific directions for accessing and using the tool in different ways. +sing the tool #ou can access the ?eyword 'ool from the ;e+-ords tab of any ad group" the #oo s and Ana +sis drop2down menu" or the ,pportunities tab. #ou can use the search boxes and search button at the top to begin searching by entering a keyword or a +,-. 8r you can go straight to filtering keyword categories next to the statistics table. #ou can use one or the other or both together6 the tool is completely flexible depending on how you'd like to use it.

#o reach the ;e+-ord #oo ( $o o- these steps%

1. Sign in to your AdWords account at http!GGadwords.google.com. 3. *rom an ad group" click the Add 'e+-ords button above the keyword statistics table. 9. &lick the ;e+-ord #oo link above the list of keyword ideas. #ou can also access the tool by clicking the #oo s and Ana +sis drop2down menu and selecting the ;e+-ord #oo option.

,nce the 'e+-ord too aunches%

1. #ou can enter either a word or phrase in the text box" or a website in the website box to the right. #ou can also use both to further refine your keyword results. 3. &lick Search. ,esults will appear in the main browser pane. 9. Select the keywords you'd like to add. :. &lick Add 'e+-ords. =. /n the new browser window" select the campaign and ad group where you'd like to add your keywords. @. &lick Save and continue. B. ,efine your search using the options listed below.

8e$ine +our search $urther%

&lick Advanced options to further refine your search" for example" by country" language" or mobile search. ,elevant categories will appear to the left. %owever" you can click Sho- a categories to view all the categories available. 'he relevant categories remain highlighted. Select or deselect the keyword match type checkboxes beneath the available categories to further refine your search in the main browser pane. &lick the Co umns button above the results table to customi<e the columns you see within your results data.

,eviewing your keyword results 'he ?eyword 'ool provides several statistics along with your keyword results. 'his information can help you pick the keywords most likely to return .uality leads within your budget. 4elow you'll learn how to customi<e the statistics shown" what each statistic means" and tips on interpreting the statistics. Show or hide columns in your ?eyword 'ool results with the Co umns drop2down menu. 7ach column shows historical performance statistics about the keyword results to help you pick the best ones to add to your ad group.

A4out the Statistics

7ach column in the table shows a different statistic about the keyword results. /f you access the ?eyword 'ool from within an ad group" certain statistics will factor in your performance history" as well as your campaign's country and language targeting (if you target a region or city" only the country will be reflected). /f you use the external ?eyword 'ool" your country and language selections will influence these statistics. /n addition" the ?eyword 'ool's search statistics will vary depending on your selection of keyword match type. /f you select Broad or "hrase" the tool will factor in certain variations of your keywords that could potentially trigger your ads. -earn about keyword match types.

3e$au t Co umns
*or any keywords you select" you'll see the following information by default within the results table!

Competition! 'his column shows the number of advertisers worldwide bidding on each keyword relative to all keywords across oogle. 'he shaded bar represents a general low2to2high .uantitative guide to help you determine how competitive ad placement is for a particular keyword. G o4a 5onth + Searches! 'his column shows the approximate 132month average number of search .ueries matching each keyword. /t includes traffic in all countries and languages but is specific to your keyword match type selection. /f we don't have enough data for a particular keyword" you'll see this noted within the column. -earn

more about the ?eyword 'ool's search traffic statistics. &oca 5onth + Searches% 'his column shows the approximate 132month average number of user .ueries for the keyword for your targeted countries and languages. /t's specific to your selection from the 5atch #+pe drop2down menu. /f we don't have enough data for a particular keyword" you'll see not enough data. -earn more about the ?eyword 'ool's search traffic statistics. &oca Search #rends! 'his column" available to signed2in advertisers only" shows a keyword's fluctuation in traffic over the past 13 months. 7ach bar represents a different month. 'his statistic is specific to your targeted country and language as well as your ?eyword Datch 'ype selection. Search traffic data is approximate. 0-ocal0 refers to searches from the selected countries and languages for your current campaign settings or those you selected in 0advanced options.0

Important note! Search volume statistics are rounded. 'his means that when you select the option to get keyword ideas for multiple devices" like 0All mobile devices"0 0Dobile WA$ devices"0 and 0Dobile devices with full internet browsers"0 the search volumes might not add up as you'd expect.

Additiona co umns
#r+ it /o-% ;e+-ord #oo -earn how to use the ?eyword tool. *ollow these instructions to find new keywords and landing pages specific to a website. 1. 3. 9. :. =. o to http!GGwww.google.comGsktool 7nter a website +,Select Find ;e+-ords &heck boxes to select suggested keywords Select Export and choose selected

;uestions to consider! 1. /s the campaign you wish to expand targeted to a specific country or territory5 /f so" how would you change the settings in the ?eyword 'ool5 3. Why is it recommended to log in to your AdWords account when using this tool5 ;e+-ord #oo Best "ractices ,eady for some advanced tips5 'his is what you can do with the ?eyword 'ool!

Create ne-( separate ad groups with similar keywords. We recommend creating several ad groups in each campaign" each with a small" narrowly focused set of similar keywords. +se the ?eyword 'ool to discover ideas for relevant keywords" then divide them into lists of = to 3> similar terms. See examples of ad groups promoting a single

product or service and multiple products or services.

Identi$+ negative 'e+-ords. 'he ?eyword 'ool may sometimes show you keywords that are not related to your business. *or instance" suppose you sell cut flowers and you enter the term flowers into the ?eyword 'ool. 'he tool may deliver the term gardens" which you don't want to use as a keyword. %owever" it would be useful as a negative keyword" since it would stop your ad from showing on searches containing the word gardens. Fegative keywords help make sure only interested customers see your ads. Speci$+ a anguage and ocation. /f you're using the ?eyword 'ool while signed in to your AdWords account" you can tailor your results to a particular location and language. /f you happen to be targeting Spanish speakers who live in *rance" make sure you set the ?eyword 'ool to that language and location. Start 4road and then get speci$ic. 'ry broad terms like flowers in the ?eyword 'ool first. 'hen try specific terms like red roses or miniature cactus.

?eyword selection should be based on .uality over .uantity6 more relevant keywords are likely to give you better results. ?eep in mind that keywords with higher search traffic or more advertiser competition don't necessarily provide more .ualified leads. #ou can download your keyword results and the accompanying statistics by using the 3o-n oad button above the keyword table. 'he Competition and &oca Search #rends columns will show numbers ranging from > to 1 that correlate with the shaded bars in the ?eyword 'ool. A >.A" for instance" would correspond to a bar that's :G= shaded. 'he &oca Search #rends information" available to signed2in advertisers only" shows a keyword's fluctuation in traffic over the past 13 months. 7ach bar represents a different month. 'o sort your keyword results in descending order" click the column header. &lick it again to sort your results in ascending order. #ou can also use the Sort 4+ ... menu above the table.

A4out Campaign /egative ;e+-ords Fegative keywords prevent your ads from appearing whenever a user includes a certain term in his or her search .uery. #ou can apply negative keywords at both the ad group level and the campaign level. Adding a negative keyword at the ad group level means that the term will only affect the ads in the ad group. A campaign2level negative keyword will apply to all ads in all ad groups in that campaign. Fote that negative keywords work slightly differently on the Display Fetwork than they do on search results pages. 8n search pages" negative keywords will prevent your ad from appearing for specific search terms. 8n the Display Fetwork" our system compares your negative keywords with the content of the placements where your ads are eligible to appear. /f your

negative keywords match the content of a particular placement" your ad is less likely to appear on that page. 'o add and edit negative keywords" follow these steps! 1. 3. 9. :. Sign in to your AdWords account at https!GGadwords.google.com. Select the campaign or the ad group that you'd like to edit. Select the ;e+-ords tab. Scroll down to find the negative keywords section below the main keywords table. 7xpand the section by clicking 0O0. =. #ou'll see two tables! 0Ad group level0 and 0&ampaign level.0 'he following buttons appear at the top of each table. o Add! Add your negative keywords" one per line. Fo need to put a negative sign (2) before each keyword. (When you're viewing an ad group" you won't be able to add campaign2level negative keywords .) o Edit! Select the existing negative keywords you'd like to edit" and click the 07dit0 button. #ou can then edit the keyword or change the match type. &lick 0Save0 when you're done" or click 0&ancel0 to go back without making changes. o 3e ete! Select the negative keywords you'd like to delete. &lick 0Delete.0 o 5ore actions! 'his drop2down offers several other options for your negative keyword tables. *or example" choose 07xport table0 to download your entire list of campaign or ad group negative keywords. #ou'll be prompted to choose a format for the file. 'hen" click 0Download0 in the prompt window. Campaign /egative ;e+-ords Best "ractices 4y filtering out unwanted impressions" negative keywords can help you reach the most appropriate prospects" improve your &'," and increase your ,8/. *or example" the negative keyword '2free trial' would prevent your ads from showing on any search .ueries containing the terms 'free' and 'trial'. /t wouldn't prevent your ads from showing on variations of these terms" however. /t also wouldn't prevent your ads from showing on search .ueries that only contain one of the terms. So" the search .ueries 'one2day trial' and 'free test' could trigger your ads" while 'free one2day trial' could not. 'he process to add negative keywords to your ad group is just like adding any other keyword. 'he only difference is that you put a negative sign (2) before the term. #ou can also add negative keywords at the campaign level. 'he ?eyword 'ool and the search term report are two great ways to find potential negative keyword ideas for your ad group.

#argeting and " acement #oo s

,vervie- o$ " acement 8e$inement #oo s AdWords offers two tools to help you better control where your ads appear across the oogle

Search and Display Fetworks. 'hese tools are!

'he Site and &ategory 7xclusion 'ool 'he /$ Address 7xclusion 'ool

A4out the I" Address Exc usion #oo 'he /$ Address 7xclusion tool enables you to refine your targeting by preventing specific /nternet $rotocol (/$) addresses from seeing your ads. /n addition to controlling your ad placement through methods such as location and language targeting" the Site and &ategory 7xclusion tool" and network distribution preferences" you can refine your targeting with /$ address exclusion. 'his feature enables you to specify /$ addresses where you don't want your ads to appear. #ou can exclude up to 1>> /$ addresses" or ranges of addresses" per campaign. All ads in the campaign are prevented from showing for users with the /$ addresses you specify" so we recommend you choose your list carefully. I" Address Exc usion Best "ractices An important note about /$ address exclusion! Some large /nternet Service $roviders (/S$s) use a range of /$ addresses for all their users. /f you exclude an /$ address that is a proxy for many users" you could be blocking a large amount of legitimate" and potentially profitable traffic. oogle takes no responsibility for this action. Also" if you're considering /$ exclusion as a way to prevent users in a particular geographical area from seeing your ads" you might consider using location exclusion instead. Fote that due to user privacy concerns" oogle Analytics doesn't report on personally identifiable information" including a visitor's /$ address. /nstead" oogle Analytics provides aggregated data to help you make informed business decisions. #ou can view the Dap 8verlay report (under the Hisitors section) to look at aggregated geographical data about your visitors" or view the Fetwork -ocation report (under Hisitors P Fetwork $roperties) to see your visitors' /S$ locations. #r+ it /o-C% I" Address Exc usion #oo 'he /$ Address 7xclusion tool enables you to specify /$ addresses where you don't want your ads to appear. *ollow the instructions below to exclude /$ addresses from your Display Fetwork targeting campaign. 1. Sign in to your AdWords account at https!GGadwords.google.com. &lick the main Campaigns tab and select a campaign. 3. &lick the /et-or's tab. 9. &lick the Exc usions link that appears below the table.

:. &lick the 5anage I" address exc usions 1advanced link to visit the /$ Address 7xclusion tool. =. 7nter the list of /$ addresses you'd like to exclude. @. &lick Save. ;uestions to consider! 1. 3. 9. :. What are some of the reasons an advertiser would choose to exclude an /$5 When would an advertiser want to exclude an /$ over a category5 What are the advantages of each5 What are some reasons to choose your excluded /$ addresses carefully5

A4out the Site and Categor+ Exc usion #oo All pages in the Display Fetwork are re.uired to comply with oogle's AdSense policies" which prohibit pornography" violence" and other potentially inappropriate content. Several levels of automated and manual review are in place to help ensure that the pages in the Display Fetwork don't violate these policies. %owever if you've enabled your ads to show on the Display Fetwork" you may still find that certain websites in the oogle Fetwork aren't a good match for your ad campaign. #ou can use the Site and &ategory 7xclusion 'ool to prevent your ads from appearing on those sites or groups of sites related to specific categories. #ou can choose to Add Exc usions or Exc ude " acements (for existing placements that have shown your ad) for either the ad group or campaign level from the Fetworks tab. Avai a4 e Exc usions A description of most exclusion types is included below. Due to the .uickly changing nature of the Display Fetwork" we're unable to give you a list of pages in each category.

Speci$ic )8&s or su4domains% #ou can choose to exclude an entire website" a domain path" or a specific page on a website. "ar'ed domains% $arked domains are sites in oogle's AdSense for domains network. +sers are brought to parked domain sites when they enter the +,- of an undeveloped webpage into a browser's address bar. 'here" they'll see ads relevant to the terminology in the +,- they entered. 'he AdSense for domains network is encompassed by both the Display Fetwork and the Search Fetwork. /f you exclude this page type" you'll exclude all parked domain sites" including the ones on the Search Fetwork. Error pages% 7rror pages are part of oogle's AdSense for errors network. &ertain users are brought to error pages when they enter a search .uery or unregistered +,in a browser's address bar. 'here" they'll see ads relevant to the search .uery or +,they entered. )ser*generated content 1&imited avai a4i it+2% 'his option supports the following languages! Dutch" 7nglish" *rench" erman" /talian" $ortuguese" and Spanish. $lease don't make exclusions in this section if your campaign targets an unsupported language. o *orums are websites devoted to open discussion of a topic.

o o o

Social networks are websites offering an interactive network of friends with personal profiles. /mage2sharing pages allow users to upload and view images. Hideo2sharing pages allow users to view uploaded videos.

Site and Categor+ Exc usion #oo Best "ractices When using this tool" here are some things to keep in mind to ensure that you do not severely restrict your ad distribution unnecessarily" and to ensure you are using the tool effectively! &anguage and &ocation #argeting #ou do not need to exclude a site just because it is located outside the target region for your ad. 'his is a common mistake. Fo matter where a site is located" your ad will be shown only to visitors who are located in the regions you have targeted. *or instance" if your ad is targeted to ermany" your ad will be shown only to users in ermany (based on their /$ address) even if the site in .uestion originates in a different country. #opics and Categories /t's important to take the following into account when choosing to exclude a topic or category from your ad's placement2targeting!

8ur system may identify several topics on a single page. 4y excluding a topic" you may exclude webpages that contain material relevant to your product or service. While webpages are categori<ed under these topics to the best of our technology's ability" excluding a topic does not guarantee that you have excluded every related webpage. /f you see that your ad has shown on an undesired webpage" please exclude that page entirely by using the specific +,- or subdomain path. 7xcluding a topic can significantly reduce traffic to your campaign.

#r+ it /o-% Site Categor+ Exc usion 'he Site and &ategory 7xclusion tool prevents your ads from appearing on individual websites or categories of webpages. *ollow the instructions below to exclude websites and categories from your Display Fetwork targeting campaign! Exc ude -e4sites and categories! 1. o directly to the Site and &ategory 7xclusion tool by visiting http!GGadwords.google.comGselectG&ontent7xclusionStart. #ou might be asked to sign in. 3. *rom the &ampaign drop2down menu" choose the campaign for which you'd like to edit exclusions. 9. +se the tabs to make exclusions. See detailed instructions for using each tab below. :. &lick Save a exc usions when finished.

;uestions to consider! 1. %ow can you prevent your ads from showing on groups of webpages in the oogle Display Fetwork that could potentially be viewed as sensitive5

Bidding and Budgets #oo s

A4out Automatic Cost*"er*C ic' 1C"C2 Bidding Automatic bidding is the simplest of the AdWords bidding options. #ou just set a daily budget" and the AdWords system actively seeks out the most clicks possible within that budget. With automatic bidding" you don't need to specify individual bids for ad groups" keywords" or placements. 'he AdWords system automatically adjusts your maximum &$& bids on your behalf. /f you'd like to control the cost of individual clicks on your ad" you can set a maximum &$& bid limit. Specify a bid limit of M>.=>" for instance" and the AdWords system will never bid over M>.=> on your behalf for any single click. 4y setting a limit" you have more control over your costs" but you also may restrict your ad position or the number of clicks your ads receive. /f you choose not to set a bid limit" automatic bidding will function as it normally does" choosing whatever maximum &$& bids it determines will earn you the most clicks possible within your budget. Automatic Cost*"er*C ic' 1C"C2 Bidding Best "ractices

#our target daily budget is the amount you'd like to spend on your AdWords advertising per day. 'he budget you choose to set is entirely up to you" based on the advertising goals you have. With automatic bidding" the AdWords system automatically manages your &$& bids with the goal of seeking out the most clicks on your ad. Fo matter how you adjust your keywords or placements during a billing period" our system makes sure that you're never charged more than the number of days in that billing period times your daily budget. /f it's important for your business to control the cost of individual clicks on your ad" it's a good idea to specify a &$& bid limit. *or example" if you sell a product that costs M=.>>" you may wish to set a &$& bid limit of M=.>> so you never pay more than that for a click. 4y setting a limit you have more control over your costs" but you also may restrict your ad position or the number of clicks your ads receive. /f you choose not to set a bid limit" automatic bidding will function as it normally does" choosing whatever

maximum &$& bids it determines will earn you the most clicks possible within your budget. A4out the #ra$$ic Estimator 'he 'raffic 7stimator provides traffic and cost estimates for new keywords before you add them to your campaign. #ou can also review estimates for current keywords already running in an ad group. When you enter a keyword into the 'raffic 7stimator" you get estimates for your keyword's status" search volume" average cost2per2click (&$&)" costGday" and average position. 4y using this tool" you can better forecast your ad's placement and performance based on your &$& bid" targeting options" and other criteria. #ou can access the 'raffic 7stimator from the #oo s and Ana +sis drop2down menu or the 'ools page on your ,pportunities tab. 'he estimates you receive are based in part on the values you enter (or on your current ad group and campaign settings)" including your &$& bid and targeting options. /f you're flexible on your costs and targeting" it's a good idea to play around with these fields to see different results. 'o use the 'raffic 7stimator tool" follow these steps! 1. Sign in to your AdWords account at https!GGadwords.google.com. 3. &lick the #oo s and Ana +sis tab and select #ra$$ic Estimator from the drop2down menu. 9. 7nter keywords! /n the field provided" enter your keywords so that each word or phrase appears on its own line. :. &hoose a currency! /f you're not signed in to your AdWords account" you'll need to select your currency. /f you're signed in" we'll use the currency specified in your account. =. 7nter a specific &$& bid for your estimates @. /n the 0-ocation and languages0 section" click Edit next to -ocations" select countries" regions" and cities" and click Save. B. &hoose your target languages! Select which languages you'd like to target. A. &lick Estimate to see your estimates. Important note! /f you select multiple countries or a location that isn't a country (like a city" state" or region)" we won't show local search volume statistics. 'he 'raffic 7stimator works for ads with keyword targeting only6 it does not work for ads with placement targeting using either &$& or &$D bidding. #ra$$ic Estimator Best "ractices When you use the 'raffic 7stimator" you'll see the following estimates for each keyword entered! Search 0o ume! /ndicates the amount of search traffic received by your keywords. 'his

information can help you determine how competitive ad placement is for a particular keyword. 'he green bar shown represents a general low2to2high .uantitative guideline. Estimated Avg. C"C! 'he average amount you'll pay for each click. 'he AdWords Discounter automatically adjusts your actual &$& so you pay only one cent more than the minimum amount re.uired to keep your ad's position. 'herefore" the displayed amount may be lower than your 0official0 &$& bid above. Estimated Ad "ositions! 'he average position in which your ad may show. '1' is the highest position on the first page of search results. 'here is no 'lowest' position. Halues may contain ranges because the 'raffic 7stimator displays estimates as averages based on dynamic keyword activity among advertisers. Also" average ad positions are not fixed6 they may vary depending on bidding activity and your keyword's .uality. Estimated 3ai + C ic's! 'he number of clicks your ad may receive each day for this keyword. Estimated 3ai + Cost! 'he average amount you may spend per day for this keyword. 'he values provided by the 'raffic 7stimator are only estimates" not guarantees. 'hey will vary depending on conditions such as fluctuations in user behavior and dynamic search and pricing activity. #r+ it /o-% #ra$$ic Estimator 'he 'raffic 7stimator provides traffic and cost estimates for new keywords before you add them to your campaign. -earn how to use this tool to better forecast your ad's placement and performance based on your &$& bid" targeting options" and other criteria. *ollow these instructions to pull traffic estimates and analy<e the data. 1. Sign in to your AdWords account at https!GGadwords.google.com 3. o to the ,pportunities tab" select #oo s and then choose #ra$$ic Estimator. 9. 7nter in keywords. :. &hoose a language and location. #ou can get specific estimates based on customi<ed locations like cities and regions. =. &lick Continue. ;uestions to consider! 1. 'he estimates you receive are dependent on the values that you enter. What are some of the variables you could change to change the outcome of the data5 3. 'he traffic estimator can also be used to run estimates for keywords already running in your campaign. /n what situation would you do this5

Ad Creation #oo s
,vervie- o$ Ad Creation #oo s AdWords offers the Display Ad 4uilder to help you create a customi<ed display ad that both

suits your business or product" and better targets web content across the oogle Display Fetwork. Display ads are one of the best ways to really engage web users and to keep them interested in your advertising content as they browse oogle partner sites. A4out the 3isp a+ Ad Bui der #ou can use the Display Ad 4uilder to create and customi<e a display ad that will engage users and drive traffic to your site. &reating a display ad re.uires very little time and effort to get started. After selecting the Display Ad 4uilder from any ad group page within your account" you'll be able to fully customi<e an ad template's background colors" fonts" images" and text. We'll automatically format your ad in most of the standard /A4 ad si<es. 'he ads you can create will include product showcases" galleries" and industry2specific ads. 3isp a+ Ad Bui der Best "ractices 8ne of the key benefits of the Display Ad 4uilder is the freedom it gives you to easily and .uickly customi<e how your ad looks and feels. Doing this can help you reach your target audience more effectively" and get results sooner. 4e sure to do the following to get the best performance out of your display ads!

Customi6e +our ad
Co or

Choose eas+*to*vie- co ors! Dake sure you've customi<ed the color scheme of your ad" like the background and font color. *irst" try to align the color scheme of the template with the content of your image. 4e careful of your color choices6 extremely bright colors can be unpleasant or difficult to read. +sing the same color for the foreground and background of your ad will also make it difficult to identify items within the image clearly. Wor' -ith the pu4 isher co or schemes! /f you're placement targeting certain sites" consider tailoring the color scheme to match the publishers' pages. /f your ad looks unattractive or out of place on a page" users will be less likely to click. /t's more important to match the sites that you're targeting than to match your landing page.

Ca s to Action

For animations( ma'e sure the $ina $rame contains a the 'e+ messaging and ca to action! Some ads have animated 0teaser0 text which may enter and exit. +sers may miss this text" and if what they end up seeing doesn't clearly communicate your offering and what they should do" they'll be less likely to click. Be exp icit a4out +our ca to action( in a 4utton or e se-here! 'his is especially important in image2based ads" because users may not know what part of the ad is clickable or" in some cases" that your ad is an ad. 'hey also want to know what they can do if they click their ad! 0-earn more50 or 04uy now50. -et them know.

Images +se transparent $F format images whenever possible. 'his can greatly improve the aesthetics and uni.ue look of your ad. /f you don't have a transparent $F image" make sure your ad color scheme matches the background of your images. /f your image has a white background for example" consider setting your ad background to white. Ba ance +our ad content Dake sure your ad text and images are balanced within the body of the display ad and within the overall ad si<e. /mages should be clear" resi<ed to fit the ad shape" and easy to recogni<e. All text should be easy to read and understand in relation to the included images and shape and si<e of the ad in all si<e versions. /mages should not be cut off or unrecogni<able" and lines of text should be complete and make sense. &heck your ad in each available ad si<e and resi<e any images as needed. Create a visi4 e 3isp a+ )8& #our display +,- should be visible. /f it's the same color as the ad's background color" it won't be visible to the user.

#r+ di$$erent disp a+ options

Display ads offer so many options that you may need to experiment with different templates" colors" and content to get the best results. %ere are some things to keep trying as you optimi<e your display ad campaigns! Change co or schemes 8ur own experiments have found that changes to the background and font colors of display ads can dramatically increase clickthrough rates" which can lead to more impressions and more conversions. Set up your ad" then choose that same template again" change colors" save it in the same ad group" and then let the variations compete against each other. #ou can then pause the ads that are doing the worst" leaving the best color combinations to lead your campaign. #r+ ne- temp ates $erformance can vary widely by template. &onsider trying out templates with images" with no images" with various types of animations" with no animations. Dinor differences in layout and animations can have large impacts on click2through rates" depending on your product or service. 'he differences between 04uy it now0 and 0-earn more"0 for example" can significantly impact a user's propensity to click. &onsider trying out several variations. Also" the typical calls to action for text ads may need to be altered when you create display ads.

5onitoring and ,ptimi6ation #oo s

A4out ,pportunities 'he ,pportunities tab is a central location for optimi<ation ideas across your account. /t's designed to help you discover ways to potentially improve your account's effectiveness. /f you see ideas listed on this tab" we've automatically identified changes that might benefit your account. With this tool" you can review and apply ideas directly to your account. &urrently" you might find potential improvements to your keywords and budget" but we'll continue to add more types of ideas over time. /deas are generated by our automated system" taking into account your current performance" campaign settings like targeting and bid amounts" as well as oogle search volumes and trends. 'hese ideas are proactively collected for you so you won't need to visit multiple tools or pages in order to find ways to improve your campaigns. Also" the ideas are targeted across all campaigns and ad groups so you can make improvements across your entire account all in one place. #ou won't necessarily see ideas for your campaigns at all times. Since ideas are automated" our system might not identify any ideas for your campaigns at that moment. &heck back in a week" since ideas are refreshed every few weeks or sooner. 8r" consider other ways to optimi<e your account. Hisit your 8pportunities tab ,pportunities Best "ractices &onsider using the ,pportunities tab when looking for a fast" efficient way to find new keyword ideas or recommended budgets. When you want to increase your traffic or sales volume" but are unsure of the types of changes you should make" this tab can be a good place to start. %ere are a few best practices for using this tool! 8evie- ideas care$u + 4ecause the ideas are automated" it's possible that you'll see some that aren't relevant or don't suit your business goals. $lease review all optimi<ation ideas carefully before applying them. Although the ideas are customi<ed to your account" we can't guarantee that proposed changes will improve your campaign performance. Also" be aware that you are responsible for any changes you decide to apply to your account. )se the data 7ach idea is shown with its estimated impact on your performance" usually represented by click and impression estimates. +se these estimates to understand the potential impact of the ideas you review. 'hen" apply only those ideas that you like. Chec' 4ac' o$ten

/deas are added and refreshed after about two weeks or sooner. So plan on returning to this tab periodically to see new ways to improve your campaigns. /f you don't see any proposed ideas" you can use the free account tools listed there to boost your success. #rac' the impact 'rack the results of your changes using one of our free reporting tools such as conversion tracking" the ,eport &enter" and oogle Analytics. After applying changes" wait at least two weeks before analy<ing their impact. /t can take that long for your campaigns and ad groups to gain new traffic and settle into new ;uality Scores. Also" wait a few weeks before making any other large changes to that campaign.

#rou4 eshooting #oo s

A4out the Ad "revie- and 3iagnosis too 'he Ad $review and Diagnosis tool enables you to view your ads as they would appear on a regular oogle search results page for most users" without accruing extra impressions for your ad. 'o perform a test search with the Ad $review and Diagnosis tool" follow these steps! 1. 3. 9. :. =. o to http!GGwww.google.comGadpreview 7nter a .uery. 7nter a oogle domain" such as google.com or google.fr. Select a display language. Select a location. #ou can choose a location from the drop2down menus" or you can enter specific latitude and longitude coordinates. @. &lick "revie-. Dake sure you sign in before using the Ad $review and Diagnosis tool so we can help you diagnose why your ad isnLt appearing in the search results. #ouLll see a message that tells you the reasons why and what you can do to improve your adLs visibility. #ou can also use the 'Diagnose keywords' option in the 0Dore Actions0 menu in the ?eywords tab to diagnose multiple keywords at once. 'his feature is also available for mobile ads. Ad "revie- and 3iagnosis Best "ractices We suggest you view your ad through the Ad $review and Diagnosis tool instead of performing a regular oogle search. When you search for your ad multiple times on oogle" it can affect your ad position by racking up many ad impressions and lowering your clickthrough rate (&',)" possibly even increasing your costs. +se this tool to see how your ads look without any negative effect on your campaign's performance. 'he Ad $review and Diagnosis tool is especially useful for seeing if your ad is appearing for users in a specific geographical location. 7ven if you yourself are outside of your targeted locations (and therefore won't see your ad on oogle)" the tool can preview ads from any location you specify. 7nter one of your keywords and see how oogle search results appear

for someone in the specified location. Similarly" you can preview ads in various languages that you target. %ere are a few more best practices!

8nly enter a keyword if it exists in your campaign and is active. 8nly specify a language or location that your campaign is targeting. +se the mobile ads version of the tool to see how that type of ad appears on mobile devices.

#r+ it /o-% Ad "revie- and 3iagnosis #oo -earn how to preview your ad on oogle.com search results pages without accruing extra impressions for your ad. $reventing extra impressions preserves an accurate &',. *ollow the instructions below to preview your ad on oogle.com search results pages! 1. o to http!GGwww.google.comGadpreview. 3. 7nter a keyword on which your ad is running. 9. 7nter a oogle domain" and choose the language and location. :. &lick "revie- Ads. ;uestions to consider! 1. When would it be helpful to use this tool5 3. 4y going to oogle.com and performing searches for your ad" you can accrue impressions. %ow could this affect your ad position and clickthrough rate5 A4out 'e+-ord diagnosis ?eyword diagnosis reviews data for each search .uery and its related ad(s) based on all available account data at the time you run a keyword diagnosis. 'he tool's results will include the factors within your account that affect the keyword and ad being diagnosed. %ere are some more details about keyword diagnosis!

/ssues reported for a particular ad and its related keywords may include any aspect related to ad creation and your account settings. 7xamples include ad and keyword approval status" cost2per2click (&$&) and budget price settings" ad and keyword performance" ranking status" geo2targeting settings" etc. Details that may impact your ad delivery for a particular .uery will only be included from active campaigns" ad groups" and keywords. &urrently" the data reviewed is specific only to those ads you have targeted to the oogle Search Fetwork. /f you have mobile ads" you can also diagnose how they're doing on oogle's mobile search. -ike the statistics available for your campaigns and ad groups" reporting is not real2 time and may not reflect data received in the last three hours.

'o run a keyword diagnosis" hover over the speech bubble icon next to the status for any

keyword in the ;e+-ords tab to see a help bubble appear with information about your keyword. #ou can also use the 'Diagnose keywords' option in the 0Dore Actions0 menu to diagnose multiple keywords at once and set parameters for the diagnosis. Ads 3iagnostic #oo Best "ractices %ere are a few tips to keep in mind when using the Ads Diagnostic 'ool!

Fi in a the necessar+ detai s. When using the tool (accessed from the ,pportunities tab)" be sure to include all the relevant details" such as the user location and display language. 'his will enable the tool to better diagnose why your ad may not be appearing.

#r+ out the too <s recommended actions. When your ad isn't appearing" or it's not ranked high enough to show on the first page of results" the Ads Diagnostic 'ool will recommend actions to take. 'ry them out to improve your ;uality Score" ad rank" or resolve the reason why your ad isn't showing.

)se the mo4i e option $or mo4i e ads. /f you have mobile ads" you can diagnose how they're doing on oogle's mobile search. ?eep in mind that the ads that mobile users see may vary depending on the type of phone they're using.

#r+ it /o-% Ads 3iagnostic #oo -earn how to troubleshoot why ads in your account may not be running. When you sign in to your AdWords account" you can access the Ads Diagnostic 'ool in two ways! in the Status column of your ;e+-ords tab (under top2level Campaigns tab)" as well as under the top2level ,pportunities tab. 8nce you access the tool" there are two options for troubleshooting!

+se the first option if you'd like to know why an ad is not appearing for one or more of the keywords in your account. 1. &hoose a keyword in your account and enter it into the keyword search box. 3. &lick &ontinue.

+se the second option if there is a specific oogle search results page where you think your ad should be appearing. 1. o to oogle.com and do a search using a keyword in the account. 3. &opy and past the +,- of the search results page into the box under '8ption 3.'

;uestions to consider! 1. /n the first option" what do the results tell you5 A few common scenarios as to why your ads are not showing might be 'ads disapproved"' 'we're showing your ad occasionally based on your budget"' or 'one of your ads is showing for this keyword.' %ow would you get these ads running again5 3. 'he second troubleshooting option allows you to provide a specific oogle search results page on which you think your ad should be appearing. What changes could you make to get your ad to appear if it isn't already5 Fi tering $or 3isapproved Ads #ou can find disapproved ads across your account by using filters. 'o do so" please follow these steps! 1. Sign in to your AdWords account at http!GGadwords.google.com. 3. Favigate to the account" campaign or ad group for which you'd like to see disapproved ads. 9. &lick the Ads tab. :. &lick the Fi ter and vie-s button above the table. =. Select Fi ter ads from the 0*ilter and views0 drop2down menu. @. Select the Approva Status filter from the 0*ilter0 drop2down menu. B. &heck the 3isapproved box and uncheck all other status boxes. A. &heck the Save $i ter box if you'd like to use the filter you've created again later. C. &lick App +. 1>. #ou'll see all disapproved ads in the table. &lick the icon next to your disapproved ad to view disapproval reasons. 7diting and saving your ad will resubmit it to us for review. 'he table's Status column will update to reflect the change in your ad's approval status and change from 0Disapproved0 to 0+nder review.0 %ere's how to edit your ad! 1. Dake sure you're on the Ads tab. 3. Just hover over the table row that lists the ad you want to edit. 'his highlights the row and exposes the editable fields on which you can click to edit. &lick on the pencil icon next to the ad" and you'll be able to edit the ad right there. 9. &lick Save. 3isapproved Ads Best "ractices When you receive a disapproval" you should review the appropriate policy that affected your ad. Decide whether your ad" keyword" andGor website can be modified to comply with our guidelines. Whenever possible" consider making the re.uired change to allow your ad to run. Do not resubmit an ad with the same violation as this will only result in another disapproval. 4efore making a change to your ad" review the entire set of AdWords advertising policies to help avoid a disapproval for a different issue. /f your ad is flagged for a policy violation that you donLt think is applicable to your ad or

product" you can submit a policy exception re.uest. #ou can do this either while modifying your ad text (for text2based ads" such as text ads and mobile text ads) and keywords" or after an ad has been disapproved.

1B.2 AdWords Editor

Introduction to AdWords Editor
,vervie- o$ AdWords Editor AdWords 7ditor is a free" downloadable desktop application for managing your AdWords campaigns. /f you have a large number of campaigns or keywords" or if you manage multiple accounts" AdWords 7ditor can save you time and help streamline your workflow. 'he basic process is simple! download your account or specific campaigns" make your changes" then upload your revised campaigns. #ou'll learn more details about these steps in subse.uent lessons. AdWords Editor Features With AdWords 7ditor" you can!

Work offline on your Dac or $&. +pload changes to AdWords any time. Store and navigate one or more accounts. Add" edit" and delete campaigns" ad groups" ads" keywords" and placements. Dake large2scale changes .uickly. $erform advanced searches and edits. Add comments for your changes. Sort and view performance statistics. &opy or move items between campaigns" ad groups" and accounts. 7xport a snapshot of your account for archiving or sharing. /mport a backup or shared file and review the proposed changes.

#ou'll learn more details about these and other features later in this lesson. Insta ing AdWords Editor 'o download and install AdWords 7ditor" visit the AdWords 7ditor website at http!GGwww.google.comGadwordseditor. Select Windows or Dac" then click 3o-n oad AdWords Editor. #ou'll need Windows 3>>>" Q$" or Hista" or Dac 8S Q (1>.: or later). 'he first time you run AdWords 7ditor" you'll be prompted automatically to download your account. 'o download additional accounts" go to the Fi e menu D ,pen Account. #ou may only edit one account at a time. 'o switch accounts" go to the Fi e menu D ,pen Account" select the account you want to view" and click ,pen Se ected Account.

/avigating AdWords Editor #ou can navigate through your account in AdWords 7ditor using the tree view of your account on the side of the screen" along with the tabs for the different items in your account. #ree vie-% 'he tree view displays the account name" followed by the campaign names and the ad groups within them. &lick the plus and minus signs to expand and collapse the tree view and see the campaigns and ad groups in the account. #a4s% 8nce you've selected the account name or a particular campaign or ad group in the tree view" use the tabs to choose what you want to view or edit. 7ach tab shows a part of your account" such as keywords" ad groups" or campaigns. *or example" to view the ad groups in &ampaign R1" select &ampaign R1 in the tree view and click the Ad Groups tab. Co umns% #ou can customi<e the columns that appear on a particular tab. &lick the small s.uare that appears after the last column header" then select or deselect the columns you wish to show. Fote that performance statistics columns only appear after you've downloaded statistics. Double2click a column header to fit the width to its contents" or right2click the column header and select 'Auto2si<e &olumn.' 'o auto2si<e all columns at once" click the column chooser and select 'Auto2si<e All &olumns.' #oo 4ars% 'he tool bar contains buttons for account2level actions" such as "ost Changes and 0ie- Statistics. /n addition" each tab has a tool bar with buttons for functions within the tab. *or example" the ;e+-ords tab has buttons for adding and deleting keywords" making multiple changes" and reverting changes. 'he adding and editing options are also available in the 3ata menu. 3ata vie- and edit pane % 'he data view is the large part of the screen below the tabs that displays the details of the selected tab. When you select a row in the data view" you can edit it directly in the row or in the edit panel below the data view. AdWords Editor Settings #ou can specify the following settings under the 'ools menu P Settings!

7nable usage tracking and send anonymous data to oogle to help improve AdWords 7ditor. &hoose whether to hide deleted items in your account" and whether to include deleted and ended items when you download your account. 7nable diagnostic logging. When diagnostic logging is enabled" AdWords 7ditor automatically saves reports containing messages sent between AdWords 7ditor and the AdWords server. /f you encounter technical problems" AdWords Specialists may re.uest that you send us the logs to help our engineers troubleshoot the issue. &hoose your locale" which determines the currency and interface language in AdWords 7ditor. &hoose your default campaign targeting. When you create new campaigns in AdWords 7ditor" they'll automatically use the default language and location targeting you choose here.

3o-n oading Accounts or Campaigns #ou can download your entire account or specific campaigns. 8nce you've downloaded account information to AdWords 7ditor" you can refresh it any time with the 0 et ,ecent &hanges0 feature. /f you've downloaded only some of your campaigns" you can change the set of campaigns any time. 'o download an AdWords account in AdWords 7ditor" follow these steps! 1. o to Fi e D ,pen Account. 3. &lick Add Account. 9. 7nter your AdWords username and password" and click /ext. :. Select the part of your account you'd like to download. /f you manage several AdWords accounts" AdWords 7ditor can store them all for easy viewing and editing. 8nly one account at a time may be edited" but you can easily add more accounts or switch between accounts that you've downloaded. /f you have a Dy &lient &enter account" you can use AdWords 7ditor to make changes to client accounts through your D&& account.

AdWords Editor Functions% Add( Edit and 3e ete

AdWords Editor% Add Individua Items #ou can add an individual campaign" ad group" ad" keyword" or placement several ways. 'he two simplest ways are!

o to the 3ata menu and select the type of addition you want to make. *or example" to add a keyword to &ampaign R1" go to the 3ata menu D Add /e- ;e+-ord. &lick the Add button on the appropriate tab. *or example" to add an ad group to &ampaign R3" select &ampaign R3 in the tree view. Fext" go to the Ad Groups tab and click Add Ad Group.

When you add a new item to your account" a plus sign (O) appears next to it. /f you want to create a draft version of your additions" without posting them" you can create a draft campaign. Draft campaigns aren't posted to your account until you change the status of the campaign to 'Active.' 'o create a draft campaign" go to the 3ata menu D Campaigns D Add 3ra$t C"C Campaign or Add 3ra$t C"5 Campaign. AdWords Editor% Add 5u tip e Items 'he Add 5u tip e tools enable you to add large numbers of keywords" placements" ads" or ad groups at once. 'hese tools are available from the 3ata menu or on the tab tool bars. Simply type or paste a list of items into the tool to add them to the locations you specify. *or example" the Add 5u tip e ;e+-ords tool enables you to add keywords to a single ad group" to all campaigns and ad groups" or only to the ad groups you specify. After you type or paste your keyword information" click /ext to review your keywords" and Finish to apply the

changes. 'he other Add 5u tip e tools work much the same way as the Add@)pdate 5u tip e ;e+-ords tool. #ou can find detailed instructions for each tool in the AdWords 7ditor %elp &enter. AdWords Editor% Edit Individua Items 'o make a single change" such as updating your campaign budget or editing a keyword bid" follow these basic steps! 1. Select the appropriate context in the tree view. 'his could be your account name or a specific campaign or ad group containing the item you want to edit. 3. &lick the relevant tab above the data view. 9. Select the item you want to edit in the data view. :. Dake your changes in the edit panel or directly in the data view. *or example" to edit a keyword destination +,- in Ad roup R1" select the ad group in the tree view" then click the ;e+-ords tab. Select the keyword you want to edit" then type your new destination +,- in the keyword row. #ou can revert any change in AdWords 7ditor that has not been posted. Select one or more items in the data view and click 8evert Se ected Changes. Fote that reverting changes removes any unposted change" not just the latest change. *or example" suppose you add a new ad group" then add keywords and ads to that ad group. /f you select the ad group and click 8evert Se ected Changes" the ad group and all the new ads and keywords will be removed. AdWords Editor% Edit 5u tip e Items 'o edit multiple items at once" you can enter a list of changes in the Add@)pdate 5u tip e tools" or you can select items and edit them directly. Add@)pdate 5u tip e too s 'hese tools are ideal for making long lists of specific changes to &$& or &$D bids" destination +,-s" or ad group settings. 'o use the AddG+pdate Dultiple tools (available for keywords" placements" ads" and ad groups)" go to the Data menu and select the tool you want to use. 'hen enter your list of changes. Se ect and edit speci$ic items

'o select more than one item" hold the Contro or Command key and click the items you want to edit. 'o select a consecutive list of items" select the first item" then hold the Shi$t key and select the last item in the list. 'o select all items in the data view" go to the Edit menu D Se ect A .

8nce you've selected the items to edit" you can edit them in two ways!

7nter your changes in the edit panel below the data view. Any changes made to a given field will apply to all selected items. +se the Advanced +,- &hanges or Advanced 4id &hanges tools. (See the next section" entitled 'Advanced 7diting 'ools.')

AdWords Editor% Advanced Editing #oo s 'he Advanced Bid Changes and Advanced )8& Changes tools enable you to change large numbers of &$& bids" &$D bids" and destination +,-s .uickly. 'o use one of these tools" select the items in the data view that you want to edit" then click Advanced Bid Changes or Advanced )8& Changes at the bottom of the edit panel. Within the tools" you have the following options. Advanced 4id &hanges!

/ncrease or decrease your bids by a percentage. ,emove bids at the keyword or placement level so they use the ad group default bid &onstrain any of these changes so that bids do not fall below or exceed certain values.

Advanced +,- &hanges!

Set a specific +,- for all selected keywords" placements" or ads. Append text to each +,-. ,emove a specific +,- parameter.

AdWords Editor% Find and 8ep ace 'he 8ep ace #ext feature enables you to find and replace text in keywords" placements" ads" and destination +,-s. Simply select the items you want to search" then go to the Edit menu D 8ep ace #ext in Se ected Items. Advanced users may also wish to use formula words to insert campaign or ad group names into the selected items. -earn more about formula words. #ou may also wish to use the Append #ext tool to add text before or after existing text in a particular column" for all selected rows. *or example" you could use this tool to add the word 'new' at the beginning of selected keywords or ad headlines" or add '8rder now' at the end of your text ad description lines. 'o use this tool" select the rows you want to edit" then go to the Edit menu D Append #ext to Se ected Items. AdWords Editor% 3e ete Items As with adding and editing" you can delete items individually or delete multiple items at once. 'o make individual deletions" select the items to delete in the data view. *or keywords" ads" or negative keywords or sites" click the 3e ete button in the tab tool bar. *or campaigns or ad groups" change the status to 3e eted in the edit panel. A minus sign (2) will appear next to deleted items in the data view.

'o delete a list of keywords" placements" negatives" or text ads from various locations" use the appropriate 3e ete 5u tip e tool. 'hese tools are available via the 3ata menu or in the tab tool bars. 'o find and delete a list of items that meet specific criteria (such as underperforming keywords or text ads that contain a certain word)" use advanced search. #ou'll learn more about advanced search later in this lesson. AdWords Editor% Cop+ or Cut and "aste #ou can copy or move items within an account" or between two different accounts. Basic cop+ or move 1. /n the data view" select the rows you want to copy or cut. 3. o to the Edit menu P Cop+ or Cut. 9. /n the tree view" select the new destination ad group or campaign. /f you're moving something to a different account" go to the Fi e menu P ,pen Account" then select the new location in the tree view. :. o to the Edit menu D "aste. 3rag and drop 'o move something .uickly" select it in the data view and drag it to the new location in the tree view. 'o copy it" hold the &ontrol key. *or example" to move text ads to a new ad group" select the ads in the data view of the 'ext Ads tab" then drag your selection to the destination ad group in the tree view. 'he original ad group will show those ads as deleted" and the new ad group will show them as added. 'o copy or move ad groups" you can drag and drop them within the tree view. Cop+ options

&opy just the keyword text or placement +,-. &opy just the campaign targeting. &opy campaign or ad group 'shells' enables you to copy a campaign or ad group without the items inside" then paste the duplicate campaign or ad group into a new location.

All of these options are available from the Edit menu D Cop+ Specia . "aste to mu tip e ocations 'o paste ads" keywords" or placements into multiple ad groups" select the destination ad groups in the data view of the Ad Groups tab. Fext" go to the Edit menu D "aste Specia D "aste Into Se ected Ad Groups. 'o paste campaign negative keywords or sites into multiple campaigns" select the destination campaigns in the data view of the Campaigns tab. Fext" go to the Edit menu D "aste Specia D "aste /egatives Into Se ected Campaigns.

AdWords Editor% Cost and Budget Settings #ou can make the following changes to your cost and budget settings in AdWords 7ditor!

&hange your campaign budget. &hange your ad group default bids. &hange the bids for individual keywords or placements.

/t isn't possible to change your campaign bidding option (such as enabling the &onversion 8ptimi<er" or switching from automatic to manual bidding). /t also isn't possible to change your account2level billing preferences. 'o make these changes" please sign in to your AdWords account at https!GGadwords.google.com. AdWords Editor% Get 8ecent Changes After you download an account to AdWords 7ditor" the contents of the campaigns are stored on your computer. 4efore you begin a session of editing a previously downloaded account" it's a good idea to make sure you're working with the most recent version of your campaign information. 'o download and review any recent changes that might have been made since the previous download" click Get 8ecent Changes in the tool bar. #ou can choose either the basic option (faster) or the option to include first2page bid estimates (slower). #r+ it /o-% S+nc Account When there are several people making changes to an account" it's important that you're always working off of the most recent version of the account. *ollow these instructions to learn how to download and review recent account changes. 1. 3. 9. :. 8pen Adwords 7ditor. Select an account to open. &lick Get 8ecent Changes 1Basic2. &lick A campaigns.

;uestions to consider! 1. Why is it important to get recent changes before working on an account5 3. 'here are two other options when you click Get 8ecent Changes 1Basic2. What are some reasons why you might want to update select campaigns or update campaigns you just downloaded5

AdWords Editor Functions% 0ie- and Sort In$ormation

AdWords Editor% S+m4o s and Co ors

%ere are some symbols" colors" and other visuals you'll see in AdWords 7ditor!

$lus (O)! added item Delta (S)! edited item Dinus (2)! deleted item ,ed circle! error that will prevent posting (such as a potential advertising policy violation or a structural issue" such as a daily budget of <ero for a campaign) #ellow circle! warning reen circle! item that has passed AdWords 7ditor checks but hasn't been posted $ushpin icon! item with a comment (to see all items with comments" go to the 0iemenu D Items -ith comments) 4old! unposted change ray! paused or deleted campaign or ad group Strikethrough! deleted item

AdWords Editor% 0ie- or ?ide 3e eted Items #ou can set your preferences to view or to hide deleted items in your account. 'o change your preferences" go to the #oo s menu D Settings. &heck or uncheck the appropriate boxes under ?ide a de eted and ended items. 'o view the contents of deleted or ended campaigns and ad groups" check the box next to 3o-n oad de eted and ended campaigns and ad groups. 'he next time you download your account or click Get 8ecent Changes" the deleted items will appear in AdWords 7ditor. AdWords Editor% Sho- "er$ormance Statistics 'o download and view performance statistics such as clickthrough rate" cost" position" and conversion information" select a date range with the 0ie- Statistics button in the tool bar. /t may take a few moments for the information to download. 8nce the download is complete" click through the tabs to see performance statistics for each level of your account. #ou can control which columns are visible with the column chooser" located at the top right corner of the data view. 'he statistics you download will remain in AdWords 7ditor until you select a new statistics interval or download your account again. #ou'll receive a warning before your previously downloaded statistics are removed. AdWords Editor% Search and Custom 0ie-s AdWords 7ditor provides several ways for you to search and filter the information in your ad groups and campaigns!

+se the Search box above the data view to perform a simple word or number search within your account or a specific campaign or ad group. +se the 0ie- menu to filter the information that appears on each tab. &lick Advanced search to perform a more detailed search for items that meet specific criteria" such as performance statistics or keyword match type. When you use advanced search" the results are called a custom vie-.

*or example" use advanced search to find all poorly performing keywords! 1. /n the tool bar" use the 0ie- Statistics menu to download your recent account statistics. 3. /n the tree view" select your account name. 9. &lick Advanced search next to the search box. :. /n the "er$ormance statistics section" use the drop2down menus to select specific metrics. *or example" to find all keywords with a clickthrough rate lower than >.=N" select 0&',0 from the first drop2down menu" and 0is less than0 from the second drop2 down menu. 'hen type 0>.=0 in the text box. =. /f you think you'll want to perform this same search later" check the box next to 0Save this search for reuse0 and enter a name for your search. @. &lick Search. B. 'o view the keywords that match your search" select the account or a specific campaign in the tree view" then select the ;e+-ords tab. 'o view your entire keyword list again" go to the 0ie- menu D A . #ou can return to your last custom view at any time by going to the 0ie- menu and selecting &ast unnamed custom vie- or the named search of your choice under Saved custom vie-s. AdWords Editor% Sort the 3ata 0ie'o sort the rows in the data view" click a column header. *or example" to sort by maximum cost2per2click (&$&) bid" click the 5ax. C"C column header. 'o reverse the order of rows" click the column header again. 'o return the rows to their original order" click a third time. 'o sort by multiple columns at once" go to 3ata D Sort. Select up to three columns" then click ,;. 'he columns available for sorting are only those you already have showing in the data view. *or example" if you haven't downloaded performance statistics" you won't be able to sort by performance statistic columns" such as clicks and impressions. 8nce you've sorted by multiple columns" numbers appear in the column headers to indicate which columns you've used in the sort. /f you click on any other column header" you'll undo the multiple column sort. AdWords Editor% Add and 0ie- Comments #ou can add comments to any item in AdWords 7ditor. &omments can be helpful personal reminders" or they can explain your changes when you share your changes with other AdWords 7ditor users. 'o add a comment for an item" select the item in the data view and click Add comment at the bottom of the tab. 'ype your comment in the text box. (/f you collaborate with other people" you may wish to include your initials to distinguish your comments from others.) A red pushpin icon appears to the left of items with comments in the data view. 'o view all comments" go to the 0ie- menu D Items -ith comments.

AdWords Editor% Find 3up icate ;e+-ords +se the Find 3up icate ;e+-ords tool to locate keywords that are repeated throughout your account. 'o access this tool" go to the #oo s menu D Find 3up icate ;e+-ords. 'he duplicate keywords will appear in a list on the ;e+-ords tab" where you can edit or delete them as necessary. 'o then select specific duplicate keywords .uickly" &lick the Se ect dup icates 4+ button on the tab tool bar. &hoose one of the menu options" such as C#8 D &o-est" and the keywords meeting your chosen criteria will be selected. #ou can then edit or delete them as needed. AdWords Editor% ;e+-ord #oo s AdWords 7ditor includes several tools for getting keyword ideas and organi<ing keywords within an account. 'hese tools are available in the #oo s menu. ?eyword rouper! 'he ;e+-ord Grouper breaks up your keyword list into groups of related terms and allows you to create new ad groups with the related keywords. #our keywords will be copied automatically into the new ad groups and deleted from their original locations. ?eyword 8pportunities! 'his tool includes several features for finding new keywords for your account and adding the new keywords directly to new or existing ad groups. 'he ?eyword 8pportunities features include!

;e+-ord expansion! enerate keyword ideas based on descriptive words or phrases. *or example" enter the term 0gourmet coffee0 to see other related terms" along with the estimated search volume and competition for each keyword. Search*4ased 'e+-ords! *ind new keywords that are relevant to your website. 4ased on your website +,-" this feature generates a list of relevant user .ueries that have occurred on oogle search properties with some fre.uency over the past year. 'he keyword suggestions won't overlap with any of the keywords currently in your campaigns. ;e+-ord mu tip ier! &ombine lists of terms to form a new keyword list. *or example" your first list could contain adjectives" such as 0cheap0 and 0discount.0 #our second list could contain products or services" such as 0hotels0 and 0motels.0 'he tool will then show you combinations of those terms" so you can select the appropriate ones for your account. ?eywords with low search traffic are automatically excluded from the combined list.

AdWords Editor Functions% Share and "ost Changes

AdWords Editor% Export and Import Account In$ormation #ou can export a snapshot of an account" campaign or ad group any time to review or to share with colleagues. AdWords 7ditor offers four export formats. All options are available in the Fi e menu.

Export Spreadsheet 1CS02% enerate a comma2separated values (&SH) file that you

can view or edit in a spreadsheet program. Export Summar+ 1?#5&2% Hiew a clean summary of your account with your keywords" placements" and ads together. Export Bac'up 1AEA2% &reate a backup that you can import later to restore your account to its current state. 'his export option is the only export option that includes draft campaigns. 4ackups are in the AdWords 7ditor Archive (A7A) format. Export Changes $or Sharing 1AES2% Share your changes with other AdWords 7ditor users. 'hey'll be able to import your changes to AdWords 7ditor" review your changes" and add comments. Share files are in the AdWords 7ditor Share (A7S) format.

#ou can also import several kinds of files into AdWords 7ditor. All options are available in the Fi e menu.

Import a 4ac'up 1AEA2% When you import a backup file" you restore your account to the state it was in when the backup file was created. 'here are two kinds of backup files! o Danual backups! 'hese are created when you choose the *ile P 7xport 4ackup option. o Automatic backups! AdWords 7ditor automatically creates backup A7A files during version upgrades and when you run 0 et *ull Account.0 'hese files are automatically stored in a file called 0auto2backup0 on your computer. -earn more about importing backups. Import CS0% /f you have changes or additions to your account in a spreadsheet" you can import those updates with the /mport &SH option. Spreadsheets must include correct column headers and be saved in &SH encoding. -earn more about importing &SH files. Import share $i e 1AES2% Hiew proposed changes and accept or reject them. 4efore importing an A7S file" be sure you've downloaded the most recent version of the account (using et ,ecent &hanges). 'he import is likely to fail if your view of the account is older or newer than the exported version. Also note that files can only be imported into the account for which they were created. -earn more about importing share files.

#r+ it /o-% AdWords Editor -earn how to export account information from Adwords 7ditor into Dicrosoft 7xcel. 'his feature provides a way to share your account information with someone who doesn't use AdWords 7ditor. *ollow these instructions to export an account. 1. 3. 9. :. 8pen Adwords 7ditor. Select an account to open. *rom the Fi e menu" select Export Spreadsheet 1CS02. Select Export Who e Account.

;uestions to consider! 1. 'here are a few other options for export in the drop2down menu. What are some reasons you might want to use Export Bac'up5

3. #ou can also Export Changes $or Sharing. %ow could this option be useful when working with other team members5 AdWords Editor% 8evie- an Imported Fi e When you import a file" the 8evie- "roposed Changes panel appears. 'he panel contains a key to the highlighted changes in your account! proposed changes are green" unposted local changes are purple" and conflicts between proposed changes and unposted changes are red. 'o view only the proposed changes in the data views of each tab" go to the 0ie- menu D "roposed changes on +. 'o view only the unposted changes that overlap with the proposed changes" select )nposted changes -ith proposed changes on +. AdWords Editor% Accept or 8eEect Changes When you review changes that you've imported in AdWords 7ditor" you have the option to reject any changes you don't want to apply to the account. 'o reject a proposed edit entirely" select the row containing the edit you want to reject" then click 8eEect Se ected "roposa s in the tab tool bar. 'his option is also in the Edit menu. /n the case of a new proposed ad group or campaign" this will also reject any of the proposed edits within that ad group or campaign. 'o reject aspects of a proposed edit that conflict with your own unposted local changes" select the row containing the edit you want to reject. o to the Edit menu D 8eEect Se ected Con$ icting "roposa s. /f instead you want to revert your unposted change in the selected row and keep the proposed change" simply click 8evert Se ected Changes in the tab tool bar. 8nce you've reviewed the proposed changes" you can take the following actions to clear away the merge panel and signal that the merge is finished! 1. &lick ;eep "roposed Changes to accept all proposals that you haven't explicitly rejected. 3. &lick 8eEect "roposed Changes to clear away every proposed change. 'his action won't affect any edits you've made since importing the proposal. At this stage" you can either post the edits to the account" or export and share with another AdWords 7ditor user. AdWords Editor% Chec' Changes When you click Chec' Changes in the tool bar" AdWords 7ditor reviews all your unposted changes" helping to ensure the changes comply with AdWords policies. 'o check your changes" follow these steps! 1. &lick Chec' Changes on the tool bar. 3. ,eview the count of changes that will be checked. 9. &lick Sho- 3etai s to view information for each campaign.

:. &lick Chec' Changes to proceed with the editorial checks. AdWords 7ditor will review the changes and show a count of how many items pass the check. /tems that fail checks will display a red circle with an exclamation mark to their left in the data view. 'o see specific errors" navigate to the keywords or text ads and select them in the data view. A red box below the data view will show explanations of violations as well as suggestions for how to fix them. AdWords 7ditor also includes a spell2check feature" though only for certain languages (7nglish" *rench" /talian" erman" Spanish" 4ra<ilian $ortuguese" and Dutch). 'o spell2check a field" right2click the field and select 'Spell check this field' in the right2click menu. AdWords Editor% Errors and Warnings AdWords 7ditor displays red and yellow splats (circles) when it detects issues that may prevent your campaigns from posting properly" such as editorial issues or missing maximum cost2per2click (&$&) values. 'o review errors and warnings for your changes" follow these steps! 1. o to the 0ie- menu D Errors and -arnings on +" Errors on +" or Warnings on +. 3. 'he items that match your selection will appear in the data view. &lick on the tabs to see the errors for keywords" ads" etc. 9. 'o see details for a specific error or warning" select the item in the data view. An explanation of the error will appear in the edit panel" with instructions to correct the violation or submit an exception re.uest. :. 'o return to the normal view" go to the 0ie- menu D A . AdWords Editor% "ost Changes 'o post your changes to your AdWords account" click "ost Changes in the tool bar. /f you have a large number of changes" it may take some time to post everything. /f you need to pause while your changes are posting" click "ause in the posting dialog. 'hen click 8esume "ost when you're ready. 'he changes you've made through AdWords 7ditor will be reflected in your account immediately. %owever" as with any changes to your account" there may be a slight delay before the changes are reflected on the oogle Fetwork.

AdWords Editor Best "ractices

Best "ractices %ere are ten best practices for using AdWords 7ditor" followed by a few of users' favorite tips and features. 'hese are merely ideas for making the most of AdWords 7ditor that you can adapt for your own account. *or detailed instructions" visit the AdWords 7ditor %elp &enter. 1. Cop+ or cut and paste 4et-een ad groups( campaigns( or across accounts. #ou can use the 7dit menu commands or the keyboard shortcuts (&ontrol or &ommand O Q" &" and H). *or example!

&opy @ ads from one ad group to 1= other ad groups. Select 1> keywords and copy them into another ad group. /f you manage multiple accounts" copy campaigns between accounts and customi<e campaign settings for each account.

2. 5a'e 4u ' changes to 'e+-ords or destination )8&s using the Add@)pdate 5u tip e too s or Advanced )8& Changes. *or example!

Add 1>> keywords to one ad group using the Add@)pdate 5u tip e ;e+-ords tool under 5a'e 5u tip e Changes on the ?eywords tab. +se Advanced )8& Changes to edit the destination +,-s for 3> ads in 1> different ad groups.

3. I$ +ou need to edit +our 'e+-ords or ads in a spreadsheet( +ou can then 4ring those changes 4ac' to AdWords Editor. *or example!

&opy the items to edit from the data view and paste them into a spreadsheet. Dake your changes" then paste the contents of the spreadsheet directly into the appropriate AddG+pdate Dultiple tool. 7xport your whole account or selected campaigns as a &SH file" make your changes" then import the &SH file back into AdWords 7ditor.

9. Find dup icate 'e+-ords .uic' + in +our account or in se ected campaigns and ad groups( then se ect one o$ each set o$ dup icate 'e+-ords to de ete or edit. A. Search +our account .uic' + and per$orm 4u ' changes on the resu ts o$ +our search. *or example!

'ype a keyword into the search box to locate all instances of that keyword in the account" then append text to that keyword or otherwise edit it.

7. )se advanced search to $ind items that meet the mu tip e criteria that +ou speci$+. Fote that you need to download statistics before you can search for performance criteria. *or example!

*ilter performance status of keywords (&', higher than 3N) and increase their bids to improve their position and performance. *ind all keywords with an average position lower than 1N. ,eview these keywords and delete them or use Advanced 4id changes to increase their bids. *ind all keywords with > clicks. Dake a note of keywords that have many impressions but no clicks. 'hese keywords may be less relevant and are therefore lowering your overall &',. #ou may wish to use one of the 5a'e 5u tip e Changes tools on the Fegatives tab to add any irrelevant terms as campaign or ad group negative keywords.

F. ,nce +ou<ve speci$ied criteria $or an advanced search( save that search to reuse in the $uture. *or example!

Do a fast sanity check on a daily basis. ,un Get recent changes" then use saved searches to view the best or worst performing keywords.

G. 5a'e 4u ' edits in ine. *or example!

Select 9 out of 1> campaigns in one account and change the budgets for all of them at once.

H. 3rive more tra$$ic to +our site and improve +our 8,I 4+ using the ;e+-ord ,pportunities too . *or example!

+se the keyword expansion tab to find new keyword ideas based terms that are currently performing well for your account. +se the search2based keywords tab to find and add 1> relevant keywords to a new ad group. +se the keyword multiplier tab to combine lists of words into new keywords" and the tool will make sure you only add the ones that will bring traffic to your site.

1B. Com4ine AdWords Editor too s -ith the search .uer+ reports avai a4 e in +our AdWords account on ine. *or example!

Sign in to your AdWords account" then run a search .uery report for one ad group. Download the report as a &SH file. 'ake the = keywords that have received the most clicks and add them as positive keywords to this ad group. Sign in to your AdWords account" then run a search .uery report for your account. Download the report as a &SH file. 8pen the spreadsheet" and remove any exact match .ueries from your list. 'hen sort by descending &',. &opy the best performing .ueries into the Add Dultiple ?eywords tool in AdWords 7ditor" either for a new or existing campaign.

,ther $avorite tips and $eatures%

Download selected campaigns if you want to focus your work on a subset of campaigns. +ndelete and activate previously deleted text ads. Automatically organi<e your keywords into ad groups based on common themes" using the ?eyword rouper. Submit multiple exception re.uests at once. Save a snapshot of your account for archiving or for sharing. -ater" you can import the archive file to restore your prior account settings.

Search Advertising Advanced Exam 11. "er$ormance 5onitoring and Conversion #rac'ing 11.1 ,vervie- o$ "er$ormance 5onitoring and Conversion #rac'ing

Introduction to "er$ormance 5onitoring and Conversion 5onitoring

;e+ Concepts o$ "er$ormance 5onitoring 4y tracking your performance and conversions" you can identify which clicks are more valuable and increase the efficiency of your ad spend. /n order to do this" you first should track what your users are doing on your site. With more data about your customers" you can make better decisions about how to run your business. *or example" if it's determined that a particular product on your site is very popular" you can invest more money into bidding competitively for keywords that lead to more traffic and conversions for that site. ?o- Goog e 5easures "er$ormance AdWords uses a dynamic variable called ';uality Score' to evaluate keyword relevance. ;uality Score is based on your keyword's clickthrough rate (&',) on oogle6 the relevance of your ad text" keyword" and landing page6 and several other relevance factors. A ;uality Score is calculated every time your keyword matches a search .uery 2 that is" every time your keyword has the potential to trigger an ad. ;uality Score is used in several different ways" including influencing your keywords' actual cost2per2clicks (&$&s) and the first page bid estimates that you see in your account. /t also partly determines if a keyword is eligible to enter the ad auction that occurs when a user enters a search .uery and" if it is" how high the ad will be ranked. /n general" the higher your ;uality Score" the lower your costs and the better your ad position. ;uality Score helps ensure that only the most relevant ads appear to users on oogle and the oogle Fetwork. 'he AdWords system works best for everybody" including advertisers" users" publishers" and even oogle" when the ads we display match our users' needs as closely as possible. ,elevant ads tend to earn more clicks" appear in a higher position" and bring you the most success. AdWords #oo s $or 5onitoring "er$ormance *or more in2depth performance tracking" we suggest that you create reports on the &ampaigns tab" or set up conversion tracking and oogle Analytics.

#rou4 eshooting "er$ormance Issues

,vervie- o$ Common "er$ormance Issues &o- >ua it+ Score Issues /f your keyword's bid doesn't meet the first page bid estimate and its ;uality Score is very low" the Status column of the ?eywords tab in your account will read '-ow ;uality Score.' Feither the Status column nor the ?eyword Analysis field will show the *irst $age 4id estimate. 'his is to emphasi<e the importance of improving your keyword's ;uality Score through optimi<ation rather than increasing its bid. 8ptimi<ation will save you money" plus help ensure the .uality of the AdWords program and the overall user experience. /f your ;uality Score improves" you're likely to see a low *irst $age 4id estimate.

Goog e /et-or' Issues /f your ad isn't appearing on sites in the oogle Fetwork" check to make sure your campaign is opted in to our Display or Search Fetwork by visiting your Settings tab. (Sign in to your account P &lick the appropriate campaign P &lick the Settings tab). #ou can opt in to the Search Fetwork" the Display Fetwork" or both under the /et-or's and 4idding section of this tab. An easy way to spot whether or not your AdWords campaign is performing poorly in the Search Fetwork is to check your &',. A low &', can indicate poor performance on oogle.com and other Search Fetworks. Campaign /egative ;e+-ords /f there is overlap between your negative and regular keywords" the negative keyword will block your regular keywords from showing. Ads #argeted ,utside =our 8egion #ou can target your campaigns to specific languages and geographic regions. %owever" if these targets do not include your own language settings and geographic location" you will not be able to see your ads.

11.2 AdWords 8eporting

Introduction to AdWords 8eporting
,vervie- o$ AdWords 8eports 8bjective! -earn about AdWords reports. ,eports are collections of statistics that help advertisers analy<e their accounts. )nderstanding AdWords 8eports enerate fully customi<able reports on specific topics such as campaigns" keywords" and ad text. 'hese reports let you identify important trends over weeks" months" or years. And because each report can be customi<ed with configurable columns and performance filters" they provide just the information you need to help you identify your strengths and areas of low performance. #ou can view your reports online or download them to your computer and open them with a spreadsheet application" such as Dicrosoft 7xcel. #ou can also schedule reports to run on a regular basis and have them be emailed to you.

#+pes o$ 8eports
3ata Sources

Data for your AdWords account is contained in the metrics columns on the Campaigns tab. 8eport #+pes #ou can download any data table on the main &ampaigns tab as a report. &ustomi<e the table using columns" segments" and filters" so that the report contains just the data that you want to see. %ere are some of the most fre.uently used reports!

;e+-ord per$ormance! 'he table on the ?eywords tab displays details on selected keywords and organi<es statistics by keyword. Ad per$ormance! 'he table on the Ads tab presents relevant statistics for ad variations" such as text ads" image ads" video ads" and local business ads. 3estination )8& per$ormance! 'he 0Destination +,-0 view on the Dimensions tab displays statistics and measures the performance of destination +,-s. Ad group per$ormance! 'he Ad groups tab shows statistics for each of your ad groups. Campaign per$ormance! 'he &ampaigns tab shows statistics for each of your campaigns. Account per$ormance! 'he views on the Dimensions tab display statistics for your entire account. Geographic per$ormance! 'he 0 eographic0 view on the Dimensions tab shows the geographic origin of your visitors. 3emographic per$ormance! 'he 0Demographic0 view on the Dimensions tab displays the age and gender of your visitors. Search term per$ormance! 'he ?eywords tab shows performance data for the search terms that triggered your ads. " acement per$ormance! 'he Fetworks tab shows statistics for ads that appeared on specific domains or +,-s in the oogle Display Fetwork.

#r+ it /o-% 0ie- Search #erm and Automatic " acement 8eports 'he search term report and automatic placement report can help you improve campaign performance by providing .uick insights into the search terms that triggered your ads and where your ads are appearing on the oogle Display Fetwork. *ollow the instructions below to run these reports. 1. Sign in to your AdWords account at https!GGadwords.google.com 3. &lick the Campaigns tab. 9. /n the table" click the name of a campaign that is opted into both Search and the oogle Display Fetwork. :. &lick the ;e+-ords tab. =. &lick See search terms and select A . 'ake a look at the search terms listed there. @. Fow" click the /et-or's tab. B. 'o see your automatic placements" find the 0Display Fetwork0 section. /f necessary" click the Sho- detai s link next to the 0Automatic $lacements0 label.

;uestions to consider!

*or the search term report" analy<e the performance statistics for all of the search terms listed. ?eywords that say 0Added0 next to them are already in your account. %ow are they performing5 Are there any that are not performing well5 Are there any terms that don't match products or services that you are advertising5 *or the automatic placement report" see the performance statistics for all of the sites that are listed. /f there are sites that are performing well" consider adding those sites as managed placements.

8unning AdWords 8eports

Creating and Saving 8eports #ou can download any data table on the &ampaigns tab as a report. &ustomi<e the table using columns" segments" and filters" so that the report contains just the data that you want to see. *ollow these steps! 1. Sign in to your AdWords account at https!GGadwords.google.com 3. &lick the Campaigns tab. 9. o to the tab containing the table you'd like to download. Dake sure that the table contains the relative date range" columns" filters" and segments you'd like to include in your report. Segments that you've applied to the data in the table show up in your report as columns. -earn how to customi<e your statistics table :. &lick in the toolbar above the table to open the download panel. =. /n the download panel" name your report. @. +se the 0*ormat0 menu to select the filetype for your report. -earn about report formats B. &lick Create. 8ne2time reports will download immediately. All your reports are saved in the 8eports section of the left navigation panel on your &ampaigns tab. #ou can also use this section to adjust your report settings at any time. Sharing 8eports -ith ,ther )sers 'o email your report to yourself or to other users of the account" click the Emai and schedu e report link in the download panel" when you're creating a report. Select the recipients for the report and how fre.uently you'd like to generate the report. 4esides sending the report to yourself" you can also send the report to other users of your AdWords account who have access to view reports. -earn how to add users to your account When your report runs" you'll automatically receive an email with a link that lets you retrieve your report from AdWords. #r+ it /o-% Create and Schedu e a 8eport

-earn how to create a report and schedule it to be emailed to you on a regular basis. 1. Sign in to your AdWords account at https!GGadwords.google.com . 3. &lick the Campaigns tab. 9. &ustomi<e your statistics table so that it contains the date range" columns" filters" and segments you'd like to include in your report. :. &lick in the toolbar above the table to open the download panel. =. /n the download panel" name your report. @. +se the 0*ormat0 menu to select the filetype for your report. B. &lick Emai and schedu e report. A. Select ,n + me in the 0Send to0 section. C. Select Ever+ 5onda+ from the *re.uency menu. 1>. &lick Create. ;uestions to consider!

'hink about how many reports you run in a week. &ould scheduling recurring reports save you time5 Are there are other people on your team that would benefit from receiving this report5 /f so" add them to the distribution. /f you need to edit your reports" how would you do that5

Interpreting AdWords 8eports

Interpreting Ad( Ad Group( Campaign and )8& "er$ormance 8eports 'he Ad $erformance report lets you view statistics on how specific types of ad variations are performing. 'his type of report lets you see performance stats on text ads" image ads and" where available" video ads" mobile ads and local business ads. 'he Ad roup" &ampaign and +,- $erformance reports shows you information for each level of your account. Interpreting Account "er$ormance 8eports 'he Account $erformance report gives you information for your entire account. *rom the 'Attributes' column" select the ad distribution you want to see for your account. 'he two conversion columns offers the conversion statistics broken down by type" ad conversions" and ad conversion rates. 'he remaining columns give metrics for any other ad type your account contains. Interpreting ;e+-ord 8eports ?eyword $erformance reports let you view statistics on how your keywords are performing across all campaigns or in selected campaigns. Interpreting " acement "er$ormance 8eports 'here are two places where you can see the information for this report. 'he first way to reach this data is to view the /et-or's tab" which helps you reach your marketing objectives by

giving you increased transparency into your campaign's performance on both the Search and Display Fetworks. /t appears in three places in your account! 8n the 'All online campaigns' overview screen" on the main screen for each of your campaigns" and on the details page for each of your ad groups. +se this tab to help you manage your campaigns and reach your ,8/ objectives on the search and Display Fetworks. 'he second place in your account where you can access the placement performance data is in the 8eporting D 8eports tab. &lick '&reate a Few ,eport' and select '$lacement $erformance.' 'he tips below can help you interpret the data that results once you run this report. 1. #hin' in terms o$ conversions When taking action on information provided on the /et-or's tab" we recommend you rely on conversion data to guide you. 'his will help you understand how individual sites are converting for you. We offer two free tools for advertising accountability! oogle &onversion 'racking and oogle Analytics. 2. Focus on the right areas 4+ sorting 'he /et-or's tab displays a wealth of information about your ads' exposure on the search and Display Fetworks. 'his can be overwhelming and knowing where to start can be a challenge. /n the upper corner of the /et-or's tab you'll see pull2down menus reading &ast F 3a+s and #a4 ,ptions. 'hese allow you to focus on the areas that matter the most by filtering the results shown" either by date or by performance criteria. 'his will help you focus on the domains or +,-s where your ads are getting the most exposure. #ou can also click any column title to sort your keywords according to that metric. 3. Act on + on statistica + signi$icant data Some sites may have little data associated with them on your /et-or's tab. *or example" you may notice sites that accrued very few impressions" while others may have accrued many impressions" but only a few clicks. /n these cases" we recommend waiting for enough data to accrue before taking action on these sites. With time" you may find that these sites convert and deliver significant value once enough statistics have accumulated. 9. 3on<t $ocus on c ic'through rate 1C#82 Don't worry if your clickthrough rate (&',) on Display Fetwork sites is lower than what you're used to seeing on the Search Fetwork. /t's normal for &', to be lower on the Display Fetwork because user behavior on Display Fetwork pages is different than on search sites 22 users on Display Fetwork pages are browsing through information" not searching with keywords. ,emember!

Just because you have a low &', on a Display Fetwork site doesn't mean you're performing poorly. /n keyword2targeted campaigns" you only pay for clicks" regardless of the number of impressions your ad may receive. #our ad performance on the Display Fetwork does not affect your performance" cost2 per2clicks (&$&s)" or position on oogle.com or on other pages in the Search

Fetwork. *or these reasons" we recommend that your conversion tracking data and ultimately your ,8/" not your &'," is the true performance gauge for your ads. A. ,ptimi6e $or success 'he /et-or's tab can provide you with vast amounts of data about the performance of your campaigns on the Display and Search Fetworks" making it a powerful tool you can use to improve campaign performance. %ere are some tips on optimi<ing for success on the Display Fetwork! 8e*eva uate +our 'e+-ords and creatives /f you find your ads are appearing on irrelevant pages" take steps to optimi<e your keyword lists and ads. *or example" adding negative keywords is one way of refining your ad targeting on the Display Fetwork. We also recommend creating Display Fetwork2only campaigns" which will enable you to tweak your ad group and structure it for Display Fetwork pages without affecting the performance of your search campaigns. *or additional tips on how to optimi<e your campaigns for the Display Fetwork" visit http!GGwww.google.comGadwordsGcontent2optimi<e )ti i6e the p acement targeting $eature *or sites that are meeting your ,8/ objectives" consider targeting them using our placement targeting feature. $lease note that when using placement targeting" you have the choice of either cost2per2click (&$&) or cost2per2thousand impression (&$D) bidding. Consider the Site and Categor+ Exc usion too *or sites that are not meeting your ,8/ objectives after having accrued significant traffic" consider excluding them from your campaign with our Site and &ategory 7xclusion tool. Avoid excluding sites based on subjective judgments on the content or .uality of the site. ,emember!

$age content is dynamic and may change from the time the user has viewed the page and clicked on your ad to the time you view the $lacement $erformance report. Sites or pages that you don't find relevant may still be useful to other users. *or this reason" the best way to determine the value of a site is to rely on conversion data to determine whether a particular site meets your ,8/ objectives.

Additiona tips

,un the $lacement $erformance report at the +,- level. 'his will give you the granularity necessary to determine the type of content your ads are appearing on. ,emember that our system targets your ad at the page level" not the domain level. /f you find that you're not seeing enough data in your $lacement $erformance report" try running the report for a longer period to see additional results. We recommend running the report for a date range that includes one or two weeks" although this will ultimately vary based on the si<e of your account. 8ne way to limit the si<e of your report is to filter out sites with few impressions. *or example" you may want to exclude sites that accrued less than => impressions from your report. #ou can do this by using the drop2down menu under the 'Advanced

Settings' sections of the report creation wi<ard. Interpreting Search #erm 8eports Search term reports allow you to see every search term that triggered your ad and received clicks. Whether your ad is triggered depends on the search term a user enters when searching on a site within the oogle Fetwork and on your keyword matching settings. /n particular" this report can help you!

Select the appropriate match type (e.g. broad" phrase" exact" or negative) for existing keywords. /dentify new keywords you may want to add. /dentify existing keywords you may want to delete.

Interpreting Impression Share 8eports /mpression share is a metric available for accounts and campaigns.

&ampaign! /f you have more than one campaign competing in the same target market" we try to compensate for other campaigns within the same account. *or example" let's say &ampaign A and &ampaign 4 both belong in the same account. 8ut of the ten potential impressions" &ampaign A shows twice" and &ampaign 4 shows five times. A competitor takes the remaining three impressions. A campaign2 level report will show an impression share of :>N for &ampaign A (3G(3O9)) and @9N for &ampaign 4 (=G(=O9)). #ou can see that the impressions &ampaign A lost to &ampaign 4 is not factored in to the denominator when we calculate &ampaign A's impression share. 'his example illustrates that it is a lost opportunity for your campaign only when the competitor wins the remaining potential impressions.

Account! ,eports at this level will not penali<e your impression share from the competition across all your campaigns. -et's take the same example from above. An account2level report would show an impression share of B>N ((3O=)G(BO9)) for the entire account. /f you look at the denominator" you can see we factor in only the impressions you've won across all your campaigns (&ampaign A and &ampaign 4) plus the opportunities that were lost to outside competition.

Exact 5atch Impression Share 7xact match impression share is the percentage of impressions that your campaign received for searches that exactly matched your keyword. Since keyword match type can affect your impression share" this metric can help you determine your share of voice for just the specific searches youLre targeting" without re.uiring you to make adjustments to your campaigns. *or example" if you use broad match keywords and have low impression share" you may want to look at your exact match impression share data to see how your keywords perform on only those searches that exactly match your keywords.

Say you have a broad match keyword Tflowers.U A user might see your ad if they search for TflowersU or Troses.U 'he exact match impression share metric will tell you how often your keyword shows when a user searches for Tflowers.U #ou can then determine whether your impression share is low on all searches" or only on those searches that broadly match your keywords. /n the first case" you may want to learn more about strategies to improve your impression share. /n the second case 22 if your impression share is low only on searches that broadly match your keywords 22 consider running a search term report. Fot only can you see which searches arenLt exactly matching your keywords" but you can increase your impression share on those searches by adding those terms as keywords and assigning appropriately higher bids. /f a search term isn't relevant enough to the products or services you offer" you can add it as a negative keyword instead. 'his feature is available as a column option in the &ampaigns and Dimensions tabs. Data is available for search campaigns. Interpreting 8each and Fre.uenc+ 8eports 'he ,each and *re.uency report shows how many people saw your ads and how many times they saw them over a certain period of time. ,each is the number of uni.ue users exposed to a particular advertisement during a specified period of time. *re.uency is the average number of times a user is exposed to an advertisement. 'hese metrics should be used in conjunction with a campaign's other reported metrics for an overall picture of performance. Daily" weekly and monthly reach and fre.uency data is available for all Display Fetwork &$D campaigns" as well as Display Fetwork &$& campaigns that are using interest2based advertising andGor fre.uency capping. ,eporting is available from September 1" 3>11 to the present. Interpreting 3emographic 8eports 'he Demographic $erformance report is packed with information about the gender and age groups of your users. *or example" the report can reveal that your campaign doesn't perform very well in the age group :: and over" but appeals more to women than men by a 3!1 ratio. +sing data from this report" you can optimi<e your campaigns with demographic bidding. Interpreting Geographic "er$ormance 8eports 'he eographic $erformance report is offered within the AdWords ,eport &enter which gives information about the geographic origin of AdWords metrics such as clicks. 'his report can help advertisers refine the targeting of their campaigns based on the geographic distribution of users who see it. ,eview your statistics by choosing the 0 eographic $erformance0 report in the ,eport &enter. 'his report" by default" will include the following metrics!

&ampaign" Ad roups &ountryG'erritory ,egion Detro &ity /mpressions &licks Avg. &$& &ost &onversions" conversion rate" costGconversion

Interpreting Inva id C ic's 8eports 'he /nvalid &licks column provides data on the number of invalid clicks filtered during the reporting period. 'he /nvalid &licks ,ate column provides data on the percentage of clicks filtered out of your total number of clicks (filtered O non2filtered clicks) during the reporting period. #ou can include either or both columns when running a &ampaign $erformance or Account $erformance report.

Best "ractices $or AdWords 8eports

,vervie- o$ Best "ractices $or AdWords 8eports

+se AdWords reports to assess the performance of your accounts at a more detailed level Schedule reports to run on a regular basis and have them emailed to you when they're ready #ou can customi<e every report with additional columnsGsegments 2 including Account" &ampaign and &ampaign Status (for D&& reports)" Daily 4udget" Avg &$& V Avg &$D" and conversion metrics

11.3 Conversion #rac'ing Basics

Introduction to Conversions and Conversion #rac'ing
)nderstanding and Ca cu ating 8eturn on Investment 18,I2 /n online advertising" a conversion occurs when a click on your ad leads directly to user behavior you deem valuable" such as a purchase" signup" pageview" or lead. Advertising is only effective if it generates measurable results for your business. #our oogle AdWords account is an investment of time and money that you use to drive customers to your website. /n this lesson" youLll learn how to calculate your return on investment" or AdWords ,8/. ,8/ can also be called ,eturn on Ad Spend" or ,8AS. #our ,8/ can be calculated as revenue from sales" minus advertising costs" all divided by the cost of advertising. *or

example" if your advertising costs for the past week were +SM=>> and you've sold +SM1">>> worth of inventory as a result" you have a 1>>N ,8/ for the week ((+SM1>>>2+SM=>>) divided by +SM=>>). 'o express ,8/ as a percentage" you multiply the result of this formula by 1>>. Determining your AdWords ,8/ can be a very straightforward process if your business is after web2based sales. #ou'll already have the advertising costs for a specific time period for your AdWords account in the statistics from your Campaigns tab. #ou can also create reports via the 8eport Center. 'he net profit for your business can then be calculated based on your company's revenue from sales made via your AdWords advertising" minus the cost of your advertising. Dividing your net profit by the advertising costs will give you your AdWords ,8/ for that period in time. /n other cases" your ,8/ may re.uire a different formula. *or example" if you're interested in calculating the ,8/ for a page view or lead" you'll have to estimate the values of each of these actions. *or example" a #ellow $ages ad for your business may cost +SM1">>> per year and result in 1>> leads. 'en of those leads become customers" and each customer provides an average revenue of +SM13>. 'he value of each lead is therefore +SM13 (+SM13>> revenueG1>> leads)" and your ,8/ for the #ellow $ages ad is 3>N ((+SM13>> revenue minus +SM1>>> spent)G+SM1>>> advertising cost) x 1>>. A simple alternative to estimating values for your leads and page views is to use a cost2per2 ac.uisition (&$A) measurement. 'his method will allow you to focus primarily on how your advertising costs compare to the number of ac.uisitions those costs deliver. +sing the #ellow $ages example again" your ads may cost +SM1">>>" resulting in 1> sales! therefore" your &$A for those ads is +SM1>>. #our &$A should not exceed your profit derived from each ac.uisition. /n the case of the #ellow $ages ad" the &$A is 3>N less than the revenue the ac.uisitions provide. 3e$ining a Conversion An AdWords conversion occurs when someone clicks on your AdWords ad and performs a behavior on your website that you recogni<e as valuable. &onversions can include the purchase of a digital camera" a visitor submitting their contact information for an insurance .uote" or a prospective buyer downloading a white paper about your company's software capabilities. 'he conversion rate listed in your account is the number of conversions divided by the number of ad clicks. &onversions are only counted on oogle and our oogle Fetwork partners. 'he conversion rate is adjusted to reflect only the ad clicks on which we can track conversions. #he #-o #+pes o$ Conversions Another important concept to understand is the difference between conversions (12per2click) and conversions (many2per2click).

Conversions 11*per*c ic'2 &onversions (12per2click) count a conversion for every AdWords ad click resulting in a conversion within 9> days. 'his means if more than one conversion happens following a single ad click" conversions after the first will not count. 'hese metrics are

useful for measuring conversions approximating uni.ue customer ac.uisitions (e.g. leads). 8ther metrics related to &onversions (12per2click) are! 2 &onversion ,ate (12per2click)! &onversions (12per2click) divided by total clicks. 2 &ostG&onv. (12per2click)! 'otal cost divided by conversions (12per2click)

Conversions 1man+*per*c ic'2 &onversions (many2per2click) count a conversion every time a conversion is made within 9> days following an AdWords ad click. &onversions (many2per2click) will count multiple conversions per click. 'hese metrics are useful for measuring conversions that are valuable every time they happen (e.g. ecommerce transactions). 8ther metrics related to conversions (many2per2click) are! 2 &onversion rate (many2per2click)! &onversions (many2per2click) divided by total clicks. Fote that because you may receive more than one conversion per click" this conversion rate may be over 1>>N. 2 &ost G &onv. (many2per2click)! 'otal cost divided by conversions (many2per2click).

Setting up Conversion #rac'ing

Insta ing Conversion #rac'ing Code Adding the code to your website is a simple cut2and2paste procedure. Dake sure that you copy all of the code from within your account and that when adding the code to your website it is completely within the %'D- W48D#P WG48D#P tags" as shown here! [ urchase !on"ersion #efault: Sample code snippet only - #$ %$T &SE] WhtmlP WbodyP WE22 oogle &ode for $urchase &onversion $age 22P Wscript languageX0JavaScript0P WE22 var googleYconversionYid X 139:=@BAC>6 var googleYconversionYlanguage X 0enY+S06 var googleYconversionYformat X 0106 var googleYconversionYcolor X 0@@@@@@06 if (1) Z var googleYconversionYvalue X 16 [ var googleYconversionYlabel X 0$urchase06 GG22P WGscriptP Wscript languageX0JavaScript0 srcX0http!GGwww.googleadservices.comGpageadGconversion.js0P WGscriptP WnoscriptP Wimg heightX1 widthX1 borderX> srcX0http!GGwww.googleadservices.comGpageadGconversionG139:=@BAC>G5 valueX1VlabelX$urchaseVscriptX>0P WGnoscriptP

WGbodyP WGhtmlP 0eri$+ing Conversion #rac'ing Code 'he simplest way to verify that you've implemented the AdWords &onversion 'racking code snippet is to check the page source. #ou can also check if the code is working by waiting for a conversion to occur or completing a test conversion yourself. /f you know that a conversion has occurred on your site from an AdWords ad" check the conversion column in your reports to see that the conversion registered. $lease note that updates to your account reports may take up to 3: hours. #ou can also run through the process yourself by searching on oogle" clicking on one of your ads and completing a conversion on your site. %owever" this method costs you an ad click" so we recommend that you wait for a conversion to occur. 8ecommended "rivac+ "o ic+ 'o maintain users' trust and protect their privacy" you may want to consider telling users about your tracking methods. 'his may include displaying our ' oogle Site Stats' text to appear on your conversion confirmation page andGor informing them in another way (e.g. through your privacy policy). 'o add the Site Stats message" follow these steps! 1. 3. 9. :. -og in to your AdWords account. &lick '&onversions' from the 8eporting tab. Select the action you wish to modify and click 07dit settings.0 Select the format of your Site Stats message under the Customi6e trac'ing indicator section. =. &lick 0Save &hanges V et &ode0 to finish. 3isa4 ing Conversion #rac'ing #ou can fully disable AdWords &onversion 'racking from the AdWords Conversion #rac'ing page of the 8eporting tab of your account. Just select the the action you want to stop" then click 'Delete.' $lease also remember to remove the conversion tracking code snippet from all your pages and delete your actions through the AdWords Conversion #rac'ing page. 8nce you do so" the conversion statistics columns will no longer appear on your &ampaigns tables. 'o start tracking again! /f you ever change your mind" you can always return to the Conversion #rac'ing section from within your 8eporting tab and set up AdWords &onversion 'racking.

Ana +6ing Basic Conversion 3ata to Improve 8,I

3e$ine Conversion 3ata Co umns in +our 8eport 8nce you've implemented conversion tracking" you will start seeing non2<ero values for your conversion columns once visitors start converting on your site. 'he &onversion ,ate and

&ostG&onversion columns give you a .uick overview of how your campaigns are doing" but they don't include any of the advanced statistics available through your ,eport &enter. 'he &onversion ,ate is the percentage of clicks that become conversions. &ostG&onversion (12per2click) is the total cost divided by the number of ad clicks. &ostG&onversion (many2per2 click) is the total cost you've accrued over the time period which you're viewing" divided by the number of conversions (many2per2click) you received as a result of those clicks. 'his data will give you a .uick overview of how well your clicks are converting" and the average cost of those conversions. /f you want to calculate which keywords are returning profit" compare the costs accrued by each keyword with the conversion data for that keyword. A4out Goog e Ana +tics 3ata /n oogle Analytics" a goal is a website page that serves as conversions for your site (with some extra code" they can even be file downloads or on2page actions). Some examples of good conversion goals are!

A 'thank you' page after a user has submitted information through a form. 'his can track newsletter sign2ups" email list subscriptions" job application forms" or contact forms. A purchase confirmation page or receipt page An 'About us' page A particular news article

/f you have a linked oogle Analytics account" you can import your goals into &onversion 'racking to spot further opportunities to optimi<e your advertising campaigns. /n order to that" you must allow your data to be shared between AdWords &onversion 'racking and oogle Analytics. With the shared data" you can benefit from accessing Analytics goals" transactions" and conversion data related to your AdWords ad clicks from right within your AdWords account. ,ead the full instructions to learn how to import your oogle Analytics data. #rou4 eshooting Conversion 3ata 'here may be several reasons why your conversions are not showing in your reports. &heck the following conditions below to troubleshoot. #rou4 eshooting the pro4 em $rom -ithin +our AdWords account 'he '&onversions' page right within your AdWords account is a simple way to confirm that there is something wrong with your conversion tracking before reviewing your site's actual source code. 1. 7nsure that the AdWords &onversion 'racking is activated within the account. Favigate to the '&onversions' page from your AdWords account. &heck and see that the 'Status' column says ',eporting.' 3. &heck again after more time has elapsed. 'he reports may not have been updated yet with your conversion(s) 2 this can sometimes take up to 3: hours. 9. &onversions and transactions get attributed to the date of the click" not the date the

conversion occurred. /f a user clicked on an ad on Donday and converted on 'uesday" the conversion and transaction would show up in their stats for Donday. Was the conversion trac'ing code proper + imp ementedI A common reason why your conversion tracking statistics may not appear is due to implementation errors with the tracking code itself. 7ither you or the person who installed the tracking code on your site should go through the steps below to troubleshoot the issue. 1. *irst" verify that you've implemented your tracking code properly by reading through our conversion tracking implementation checklist. 3. /f you've checked off every option from the list mentioned above" make sure that the conversion code is on the correct page. ,emember that you need to place the code on the conversion confirmation page. 'his means that when a user reaches this page" they've already made the desired conversion. /f you put it on the page just before the conversion" oogle may report conversions for users who leave your site before actually completing a conversion. 9. 'he problem may be that you've inserted the code for dynamic pages according to the instructions for static pages" or vice versa. 'here are different instructions for different kinds of pages (such as $%$ or AS$). #ou can see the instructions for every language by reading our AdWords &onversion 'racking Setup uide under section number four. :. *inally" check to see that the code on your pages is the same as in the account. Hiew the source code of the conversion confirmation page. -ocate the oogle &onversion &ode on the page. &ompare the codes against the conversion tracking code in your AdWords account and ensure that everything is identical. /f there are any differences" please delete the code and copy it directly from the account onto your confirmation page again.

Search Advertising Advanced Exam 13. ,ptimi6ing "er$ormance 13.1 ,vervie- o$ ,ptimi6ation
Introduction to ,ptimi6ation
,vervie- o$ ,ptimi6ation 8ptimi<ation is the process of adjusting parts of your account 22 like your keywords and ad text 22 as well as your website to improve the .uality and performance of your AdWords ads. 'hrough optimi<ation" you can help meet your advertising goals" be it to gain traffic" lower costs" or improve conversions. 4ased on your advertising goals" optimi<ation can involve ad text improvements" new keywords" changes to keyword settings" strategic changes to your bids" better organi<ation

within your campaign" and changes to ad targeting options. %ere are a few more examples! Campaign improvements

Ad group improvements

We4site improvements

8rgani<ing campaigns &hanging language and location targeting &hanging ad delivery times and position

7diting keywords 7diting ad text 8rgani<ing ad groups &hanging bids +sing keyword matching options

&hanging your website to improve flow and relevancy &hoosing the right landing pages

Bene$its and Goa s o$ ,ptimi6ation Why optimi<e5 Hery simply" optimi<ation makes your advertising more effective. /n AdWords" this can mean a higher ;uality Score" lower costs" and better return on investment. When it comes to the ongoing success of your advertising" it's crucial to optimi<e your AdWords campaigns. ,egular optimi<ations can help successful campaigns stay successful. Since the online world is always changing" it's important to periodically evaluate each ad campaign and make tweaks that will help keep it running effectively. Depending on your goals and the type of changes you make" optimi<ation can have a major impact on several aspects of performance. *or example" optimi<ation can help you achieve these benefits!

more clicks and traffic to your website higher profits and improved return on investment (,8/) lower costs ability to accomplish any other advertising goals

#our advertising goals" or desired results" are perhaps the most important thing to keep in mind when optimi<ing an account. *or example" are you more interested in making sales" branding your business" or increasing traffic to your website5 /t's important to clearly identify and prioriti<e the specific goals you want to achieve with your AdWords ads" and then optimi<e towards those goals. 'his will enable you to make strategic changes to your account to improve its performance. %ere are some typical advertising goals and the possible focus areas for each goal! oal! 0/ want to get more clicks.0 /ncrease your ad exposure by adding relevant keywords and site placements to your ad groups while making your ad text more compelling. oal! 0/ want to increase my clickthrough rate (&',).0 *ocus on ad .uality. Attract more clicks by refining your ads" and eliminate extra impressions by using negative keywords.

oal! 0/ want to improve my return on investment (,8/).0 *ocus on your ads and keywords to attract the right audience. 'hen focus on your website. 4e sure your landing page and entire website is set up to let users find the specific thing being promoted in your ad. ;e+ Strategies $or ,ptimi6ation /t's important to know that your ideal optimi<ation strategy will depend on the advertising goals you define for your campaigns. With specific goals in mind" you can perform strategic optimi<ations that are more likely to get you the results you want. /n most cases" using a combination of many optimi<ation techni.ues together 22 such as improving your ad as well as editing your keywords 22 is the best way to improve the overall performance of your account and increase your ;uality Score. %ere are some key strategies depending on your primary advertising goal! Improve =our 8,I ,eturn on investment (,8/) is a measure of the profits you have made from your advertising" compared to how much you've spent on that advertising. 'o identify and optimi<e your ,8/" you need to measure conversion data instead of clickthrough rate" traffic" or other measures. 'o optimi<e for ,8/" aim for high ;uality 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. -ead potential customers to the most relevant page on your site Add a call2to2action in your ads to highlight the action you want customers to take /nclude uni.ue selling points to make your ad stand out Allocate your budget according to performance roup highly relevant keywords and ads together so that your ad text will match a user's search 'arget the right region and language for your business +se &onversion 8ptimi<er to get more conversions at a lower cost Improve =our C#8 &lickthrough rate (&',) improvement is really about making your ads more relevant to your potential customers. 8ptimi<ation should focus on creating more relevant and compelling advertising to help drive more targeted traffic to your website. *ilter out irrelevant searches by refining your keyword list and incorporating negative keywords where appropriate. /n addition" your ad text should reflect a user's search as closely as possible. *or example" if you're running on the keyword 0$aris travel tours"0 your ad text should also highlight travel tours in $aris. +se keywords in your ad title and text to make the ads more relevant +se negative keywords to eliminate unwanted impressions that won't result in clicks &reate a relevant keyword list to target when your ads will show +se keyword insertion to make your ad more relevant to a diverse audience Increase =our C ic's and #ra$$ic

/f your aim is to draw as much relevant traffic to your site as possible" you may want to consider running on a broader range of keyword variations. ?eep in mind" however" that running on very general keywords can negatively affect your ;uality Score and increase your costs. &reate keywords for unadvertised parts of your website *ind new keyword variation ideas using the ?eyword 'ool /ncrease daily budgets (to allow more clicks to occur) and maximum &$& bids (to raise your ad position) andGor increase your ;uality Scores ,each more customers and maximi<e traffic by targeting the Display Fetwork 4roaden your location targeting settings "romote Brand A-areness 4randing campaigns are designed to increase traffic to your website and enable a customer to interact or learn about your company's brand. /f you want to promote your brand" you might decide to run a cost2per2impression (&$D) campaign in addition to a cost2per2click (&$&) campaign. Supplement your text ads with image and video ads that are great for branding messages +se Display Fetwork placements to show your ad to people who are interested in what you sell &hoose a landing page that focuses on the interaction with your brand

,vervie- o$ ,ptimi6ation #oo s

#+pes o$ ,ptimi6ation #oo s 'here are many free tools in your AdWords account that can be used to find optimi<ation ideas and implement your changes. We've described a few of the most popular tools! 'argeting tools!

'he ;e+-ord #oo can provide you with ideas for new keywords that you can add to your ad groups. #ou can also find negative keywords" estimate keyword traffic" and see additional keywords that may also trigger your ads. 'he " acement #oo can provide you with ideas for websites and areas in the Display Fetwork where you can show your ads. +se this tool to find placements that are relevant to your campaign and can help you reach additional potential customers. 'he #ra$$ic Estimator provides traffic and cost estimates for keywords. et estimates for a keyword's status" search volume" average cost2per2click (&$&)" cost per day" and average position. 'he JSearch termsJ report and Search >uer+ "er$ormance report allow you to

see every search .uery that triggered your ad. /f some of these search terms have performed well" you can add them as keywords. /f some terms are irrelevant" you can add them as negative keywords to ensure your ad stops showing for that search .uery. 8ptimi<ation tools!

'he ,pportunities tab is a central location for optimi<ation ideas across your account. /t's designed to help you discover ways to potentially improve your account's effectiveness. #ou review the proposed ideas and can apply the ones you like directly to your account. We4site ,ptimi6er allows you to experiment with the content of your website to determine what users respond to best. #ou choose what parts of your webpage you'd like to test and we'll run an experiment on a portion of your site traffic. 'he results can help you determine which content produces more sales or other measures of success. Conversion ,ptimi6er uses your conversion data to get you more conversions at a lower cost. /t optimi<es your ad serving to avoid unprofitable clicks and gets you as many profitable clicks as possible.

'racking tools!

Goog e Ana +tics shows you how people found your site" how they explored it" and how you can enhance their experience. With this information" you can improve your website's return on investment" increase conversions" and make more money on the Web. Conversion trac'ing helps you measure conversions (user behavior you deem valuable" such as a purchase" signup" pageview" or lead). &onversion tracking can ultimately help you identify how effective your AdWords ads and keywords are for you. #ou can also use conversion data to decide how much to bid for your ads on oogle and the Display Fetwork. Account statistics on your Campaigns tab can give you instant insights into your performance. With customi<able columns" filtering" and segmentation options" you can focus on the data that matters to you across your account.

,ptimi6ation #oo )se Cases %ere are some key benefits and potential situations when you might want to use the following optimi<ation tools! ;e+-ord #oo 22 +se this tool to brainstorm keyword lists and find negative keywords. +se it while you're creating a campaign or any time you want to expand your keyword list.

#ra$$ic Estimator 22 *ind keyword traffic and cost estimates to identify potential keywords to add or to optimi<e your keyword bids. 4y using this tool" you can better forecast your ad's performance based on your &$& bid" targeting options" and other criteria. " acement #oo 22 *or most advertisers" a good keyword list will provide sufficient targeting. %owever" if you want more control over the specific sites where your ad appears" use this tool to find relevant websites and areas in the Display Fetwork. *or non2text ads like image and video ads" filter out placements that do not accept that ad type and format. ,pportunities 22 &onsider using the ,pportunities tab when looking for a fast" efficient way to find new keyword ideas or recommended budgets. 'he changes proposed by the tool are automated and therefore best suit advertisers who do not have complex goals and can make optimi<ation decisions without conversion data. Conversion ,ptimi6er 22 +se this tool if your campaign focuses on conversions and you want to optimi<e your bids on a case by case basis. /f you already have conversion tracking enabled" the tool can automatically adjust your bids to help you get you more conversions at a lower cost. We4site ,ptimi6er 22 +se this tool to test changes to your website's landing page to see which is most effective in improving your conversion results. /f your primary goal is improving your return on investment (,8/) and profits" Website 8ptimi<er can help you test which elements of your website produce higher conversion rates" which in turn will help you decide which layout produces the most conversions.

13.2 ,ptimi6ing AdWords Campaigns and Ad Groups

,ptimi6ing Campaigns and Ad Groups
,vervie- o$ ,ptimi6ing Campaigns and Ad Groups Daintaining organi<ed campaigns and ad groups is important to the performance of your account. 8rgani<ation helps you achieve your advertising goals" make edits .uickly" and target your ads appropriately. 4y creating well2structured campaigns by theme or product" you'll gain more than just an account that's easy to manage and keep organi<ed. #ou'll also have sets of ads and keywords that are directly related to each other" which helps to improve your ;uality Score and to keep your costs low. A good campaign structure also allows you to!

Determine which ads are generating the best traffic and conversions (like sales or leads) Donitor changes easily %ave better control over budget and costs 7asily locate specific keywords 7asily manage and edit your campaigns

When organi<ing your account" keep these strategies in mind!

,rgani6e +our campaigns 4+ topic. A well2structured campaign consists of tightly2 themed ad groups focusing on just one product or service you offer. &reate separate campaigns for each of your product lines" brands" or types of services or offerings. 7ach ad group should contain specific keyword lists that relate directly to the associated ad texts. When each group of keywords" ads" and landing pages all focus on the same specific theme" your advertising will be much more targeted and effective. #arget the right anguages and ocations. 'arget your audience appropriately by choosing languages and locations that relate to your business. /f you target multiple countries" try creating a separate campaign for each country. Create high + speci$ic ad groups. Just like with your campaigns" build your ad groups around a single product or service. roup your keywords and placements into related themes. 4y doing this" you can create ads that directly match what terms a user is searching for and that lead to a landing page promoting exactly what you're selling. Avoid dup icate 'e+-ords across ad groups. oogle shows only one ad per advertiser on a particular keyword" so there's no need to include duplicate keywords across ad groups or campaigns. /dentical keywords will compete against each other" and the better2performing keyword triggers your ad.

,egardless of how you choose to structure your account" it's important to remain flexible in your strategy 22 the structure you first envision when you begin may need further refining as you continue to optimi<e. #oo s and Strategies $or ,ptimi6ing Campaigns and Ad Groups 'here are a number of ways to configure your campaigns and the ad groups within them. %ere are some common ways to structure an account!

"roducts and services% A good rule of thumb for creating an effective campaign structure is to mirror your website's structure. *or example" a sporting goods store's website will likely have different sections for each type of product! possibly separate sections for women's and men's clothing with individual pages for women's pants" women's socks" and so on. 'his advertiser might set up one campaign for women's clothing and have ad groups for pants" socks" and other products" then a similar campaign for men's clothing. 4y creating campaigns and ad groups around a specific theme or product" you can create keywords that directly relate to the ad text" and ads that link directly to that product's page in your website. "er$ormance and 4udgeting% 8ne of the most common reasons to create separate campaigns in your account is to set different daily budgets. #ou may decide to devote more budget to some of your best2selling or most profitable products. 4y identifying

your top performing keywords and placing these in separate campaigns" you can ensure that these keywords have sufficient budget to achieve the best results. 'his will also allow you to use your budget more strategically" preventing any high2traffic keywords from using all of your daily budget. Separate ad groups may be created whenever you'd like to set different maximum &$&s for keywords that may be highly competitive or that convert less often.

#hemes or $unctions% A company that provides only one or a few products or services may still want to set up separate campaigns or ad groups when the same product or service can appeal to a variety of needs. *or example" a catering company may want to run separate campaigns or ad groups for weddings" corporate events" and birthdays. 'his way" the keywords and ad text can be highly specific and directly relevant to what a customer will be looking for. We4sites% All ads in an ad group have to promote the same website. *or advertisers promoting multiple companies and websites" such as affiliates or agencies" each company or website should have its own account. Geographic ocation% /f your business serves several areas" you might create a separate campaign for each. *or example" local businesses such as furniture stores" real estate developers" or car dealerships might create a campaign for each area and then a different ad group for each city or metropolitan area they cover. Similarly" international companies might create campaigns that target each country individually. *or multi2country accounts" each campaign should be locali<ed to the local language and should emphasi<e that services are available in that country. /f you run a promotion in one specific city" you might decide to create a campaign that targets that city only. #argeting% #ou might want to create separate campaigns focused on the Display Fetwork and on search. A separate Display Fetwork campaign allows you to use settings that are more effective for the Display Fetwork than for search" such as different bidding methods. Brand /ames% A website that sells a variety of brand2name products may find that branded keywords convert better than generic product descriptions. 'o test this" the advertiser may want to designate separate ad groups or even separate campaigns for each brand" depending on the variety of products under a given brand label. $lease note that the accepted use of branded keywords is different from country to country (see the trademark policy to learn more). Seasona products and services% $roducts that are affected by seasonality should be organi<ed into their own campaigns or ad groups so that these can be paused and resumed according to the season. *or example" a flower delivery shop may run different campaigns or ad groups for Halentine's Day" Dother's Day" graduation

season" and so forth. 4y structuring your account effectively" you'll have more flexibility in managing your keywords and ad text" controlling budgets" and setting strategic bids. /f you think your account structure could use some changes" you may want to test different configurations until you feel that your account is manageable and helps you achieve your advertising goals.

,ptimi6ing ;e+-ords
,vervie- o$ ,ptimi6ing ;e+-ords #our keywords should describe your products or services and relate directly to your ad text. %ere are some optimi<ation strategies for keywords!

When choosing 'e+-ords( thin' i'e a customer. What terms or phrases would your customers use to describe your products or services5 -ist any keywords that you think users might search for on oogle to find your business. ?eep in mind that customers may use different terms to find your product or service than the terms you would normally use. *or example" one advertiser might think of his product as 0nutrition bars0 or 0protein bars0 while some of his customers might call them 0meal replacement bars0 instead. Choose speci$ic 'e+-ords that re ate to +our 4usiness( ad group( and anding page. ?eywords that are too broad can lower your performance by generating many ad impressions but few clicks. 'o avoid this" delete generic keywords on your list that could relate to a wide spectrum of products or services. 8ne2word keywords are likely to be too generic" so try using two2 or three2word phrases. Inc ude variations. 'o help your ad show more often" include relevant keyword variations including singular and plural versions. /f applicable" consider using collo.uial terms" alternate spellings" synonyms" and product or serial numbers. 'hough broad matched keywords can automatically include potential synonyms" you can ensure that you're not missing out on relevant traffic by including variations in your keyword list. #a'e advantage o$ 'e+-ord matching options. With some keyword matching options" you'll get more ad impressions6 with others" you'll get more focused targeting. Fegative match keywords are an especially important part of most keyword optimi<ations. )se uni.ue 'e+-ord )8&s. ?eyword destination +,-s send users to a specific page of your website" ensuring that a potential customer arrives immediately at the page that's most to the keyword that triggered your ad.

/t's also important to know how keywords work in general. %ere are a few tips on keyword

formatting and other keyword advice!

?eywords are not case2sensitive" so 'flights to new york city' is recogni<ed as the same keyword as 'flights to %ew 'ork !ity(' #ou do not have to include punctuation such as periods" commas" and hyphens. 'he keyword 'eye-glasses' is the same as 'eye glasses' but different from 'eyeglasses.' /f your keyword is broad match" variations like this are likely to be targeted already. Avoid including duplicate keywords across different ad groups and campaigns. 8nly one of our ads can be shown for each search" and these duplicate keywords will compete against each other to appear.

#oo s and Strategies $or ,ptimi6ing ;e+-ords )se these too s to $ind ne- 'e+-ords and to identi$+ -hich 'e+-ords to optimi6e

+se the ?eyword 'ool to brainstorm ideas for keyword lists and find negative keywords while you're creating a campaign. 8nce the tool has generated some initial ideas" you can then enter the relevant results back into the tool to generate even more specific keyword ideas. Add relevant keywords to the ad group that focuses on that theme or product. +se keyword diagnosis to see an in2depth view of your keyword's performance" including its ;uality Score on a 121> scale. #ou might want to delete keywords with low ;uality Scores and add more keywords that are more like those with higher scores. /f you really want to run on those keywords" consider moving them to another ad group and test them with a new ad. /f they still don't perform well after one month" delete them. ,un a 0search terms0 report to see all the search .ueries that have triggered your ads. #ou can use this report to identify relevant .ueries driving traffic to your website and add them as new keywords. /f you see any irrelevant terms" add them as negative keywords to your ad group or campaign. +se the 'raffic 7stimator to find keyword traffic and cost estimates to identify potential keywords. 4y knowing the estimated traffic for your keywords" you can also set appropriate keyword bids that will maximi<e your ad's exposure within the limit of your daily budget.

,ptimi6e 'e+-ords $or 4etter C#8 /f you are &',2focused" you may want to delete keywords with high impression counts but low numbers of clickthroughs. 'hese keywords may be too general or not relevant enough and are accumulating many impressions but very few clicks. *or &'," it's also very important to focus on negative keywords to prevent impressions that aren't likely to lead to a click. Along with negative keywords" consider trying different keyword matching options like phrase match to reduce the number of irrelevant searches.

,ptimi6e 'e+-ords $or 4etter 8,I 'he bottom line for any keyword is how much value it generates compared to its cost. 'o determine the profitability of a keyword" you can track the conversions from that keyword with oogle's free conversion tracking tool. 8nce you have conversion data" you can identify and delete keywords that accumulate high costs but very few conversions. 8nce you understand the value of each keyword" you can also increase that keyword's profitability by adjusting its &$& or &$D bid. *or keywords that show a profit" increase the bid to increase exposure and generate more traffic. *or keywords that aren't profitable" decrease the bid to lower your costs. 'ry to understand what stage within the buying cycle a user might be in. *or instance" users searching with terms like 0reviews0 or 0ratings0 are probably still researching the product and might be less likely to make a purchase at that stage. 'o target serious buyers" you might try using keyword phrases that include conversion2related words like 0buy"0 0purchase"0 or 0order"0 and use 0reviews0 as a negative keyword. #ou can also include specific product names you sell and model numbers. +sers searching on highly specific terms know exactly what they are looking for and could be more likely to convert for you. )se appropriate 'e+-ord matching options to contro -ho sees +our ads 7xperiment with keyword matching options. 'he four matching options determine which oogle searches can trigger your ads to appear" helping you control who sees your ads. With broad match" you'll typically receive the most number of ad impressions. )se negative 'e+-ords to e iminate un-anted c ic's Fegative keywords can help increase your ,8/ and conversion rates by preventing your ad from showing for searches that include that word or phrase. 4y filtering out unwanted impressions" negative keywords can help you reach the most appropriate prospects" reduce your costs" and increase your return on investment. When constructing a negative keywords list" try to be as exhaustive as possible. %owever" be careful that none of your negative keywords overlap with your regular keywords" as this will cause your ad not to show for that keyword. *or instance" an advertiser for a financial institution that provides loans but does not offer actual rate .uotes may want to include 'rate' and 'rates' as negative keywords. %owever" if he wanted to include 'fixed rate mortgage' in his keyword list" he should not include 'rate' among his campaign negative keywords list. #ou can use negative keywords for a number of reasons!

Fi ter out di$$erent products or services! *or example" a real estate agent who is focused on selling homes may wish to include not only the negative keywords rent and renting" but also use the ?eyword 'ool to find ideas for variations such as rents) rental) and rentals to use as additional negative keywords. Fi ter out irre evant searches! *or example" an advertiser may discover that the name of one of his products also happens to be the name of a musical group. /n this case" itLs a good idea to include negative keywords such as music) band) concert) ticket) lyric) album) mp*) and the plurali<ed versions of these words. Fi ter $or serious 4u+ers! Advertisers hoping to make sales may want to filter out research2oriented searches by adding negative keywords like re"iew) rate) rating)

compare) comparing) comparison" and the plurali<ed versions of these words. +se the 7dit &ampaign Fegative ?eywords tool to add negative keywords to an entire campaign at once.

,ptimi6ing Ad #ext
,vervie- o$ ,ptimi6ing Ad #ext Ad text plays a crucial role in determining the success of your AdWords advertising. A potential customer's decision to visit your site is based solely on your ad and how it relates to what the customer is doing on the Web at that moment. 'he content of your ads should capture a user's attention and set your business apart. &ompelling ad text can drive relevant traffic to your website and attract the type of users you'd like to turn into customers. %ere are some basic optimi<ation tips for ads!

Inc ude 'e+-ords in +our ad text. /nclude your keywords in an ad's text (especially the title) to show users that your ad relates to their search. /f part of your ad uses the same words a user searches for" that phrase will appear in bold" adding even more attention to your relevant ad. Create simp e( enticing ads. What makes your product or service stand out from your competitors'5 %ighlight these key benefits in your ad. 4e sure to describe any uni.ue features or promotions you offer. )se a strong ca *to*action. #our ad should convey a call2to2action (such as buy" sell" or sign up) along with the benefits of your product or service. A call2to2action encourages users to take the action you value most once they reach your landing page. Choose an appropriate destination )8&. ,elate your ad text to offers that you make on your landing page to help users complete the sales cycle. 7nsure that the destination +,- (landing page) you use for each ad directs users to the most relevant page within your website. /deally" that webpage will be dedicated to the specific product or service that is highlighted in your ad. #est mu tip e ads in each ad group. 7xperiment with different offers and call2to2 action phrases to see what's most effective for your advertising goals. 'est variations of the same core message and see which one performs the best. /f your ad serving option is set to 0optimi<e0 (the default setting)" oogle automatically tries to show the best performing ad more often.

#oo s and Strategies $or ,ptimi6ing Ad #ext #ou should test and experiment with different ad text strategies until you find what works for you and the specific message you're trying to convey. %ere are a few ad strategies for

common advertising goals. ,ptimi6e ads $or 8,I

3e$ine a c ear ca *to*action. A clear call2to2action is especially important if your goal is to maximi<e your return on investment. uide customers towards the action they should take once they reach your site (such as 04uy *lowers for DomE0 or 08rder online today0). 'he call2to2action should reflect the action that you consider a conversion" whether it's a sign2up" a re.uest for more information" or an actual sale. 'his makes your ad feel actionable and suggests what a customer can accomplish by visiting your website. 7specially for ads on the Display Fetwork" a good call2to2action will set the right expectation for users in various stages of the buying cycle. 8e ate ads to their anding pages. 'he destination +,- you choose for each ad should directly relate to the product or service described in your ad. *or example" if a realtor's ad highlights apartments for sale in -ondon" the ideal landing page should feature available apartments for sale in -ondon rather than the realtor's homepage. &ustomers are much more likely to buy if they don't have to search your website for what they're looking for. Fi ter out un.ua i$ied c ic's. /f you want to separate potential customers from those who aren't ready to buy" use descriptive phrases in your ad text. *or example" if your product is high2end" you can discourage bargain hunters by describing your product as 0$remium ;uality0 or 0-uxury.0 Similarly" filter out users who only buy via phone by including something like 0$urchase online.0 Words like 0buy"0 0purchase"0 and 0order0 can also help ensure that ad clicks come from .ualified customers who are ready to make a purchase.

,ptimi6e ads $or C#8 and tra$$ic

Be descriptive. Since your ad text is your chance to communicate your offerings to each potential customer" start by clearly identifying what you're selling. Also" use the space to describe specific benefits like 0@>2day ,eturns"0 uni.ue .ualities like 0Award2winning"0 or other things that make your product or service stand out from other similar businesses. Inc ude dea s and 4ene$its. /f you offer a special discount or service like free shipping" highlight this in your ad. 'ry to emphasi<e any benefits offered on your website such as 01=N 8ff0 or 0Secure 8nline 8rdering.0 'his can help make your ad more appealing to customers and they may be more likely to click your ad to learn more. 5atch +our 'e+-ords as c ose + as possi4 e. /deally" the ad text seen by a potential customer should reflect the keyword they searched for as closely as possible. /f the ad closely matches their search" it will appear more relevant and will be more likely to be

clicked. An additional benefit of including keywords from your ad group in your actual ad text is that those keywords can appear in attention2grabbing bold type when someone views your ad.

Consider 'e+-ord insertion. Dore advanced advertisers might want to use keyword insertion in their ad text. 'his will plug your keyword into your ad text when a user searches on that .uery. 'his is a good solution for advertisers using keywords with different model numbers or brands. *or example" the same ad's title can appear as either 04uy R93> Widgets0 if a user searches for 093> Widgets0 or appear as 04uy RAA Widgets0 if a user searches for 0AA Widgets.0 /f a user's search matches an expanded version of your keyword but not the exact keyword itself" your ad will show the keyword instead of the expanded version6 therefore" include relevant variations in your keyword list to get the most out of keyword insertion. When a user sees an ad with the same term they searched for" they'll be more likely to click the ad.

,ptimi6e ads $or 4randing

#r+ di$$erent ad $ormats. 'o promote brand awareness" try visual ad formats like image ads. raphical messages can grab attention and allow a customer to engage with your brand. /ncorporate different ad formats into your ad groups to entice a user to visit your website.

#rac' and earn $rom +our ad per$ormance

,un an Ad $erformance report and use that data to identify low and high performing ads. *or high performing ads" you can try testing a small variation of that ad with different messaging or a different landing page to see if you can get even better results. /f ads are low performing" you might consider deleting them or editing them to be more like your high performing ads. Depending on your goals" you might use different metrics to measure your ads' success. ,emember that your ad with the highest &', may not have the highest ,8/. And when measuring an ad's ,8/" consider cost2per2conversion as well as the conversion rate. /t's difficult to predict what will perform best for you before you actually try it. 'est out several versions of ad text to evaluate which one performs the best for your business. ?eep in mind" however" that including too many different versions of an ad will make it more difficult to manage and accurately assess ad text performance.

,ptimi6ing &anguage and &ocation #argeting

,vervie- o$ ,ptimi6ing &anguage and &ocation #argeting /t's key that you choose the right targeting options for each of your ad campaigns. 'his helps

keep your ads effective and your return on investment high. 4y choosing the right targeting" you will be able to reach your potential customers in the areas you serve or do business in. #our ads are targeted to reach a certain audience based on the anguage targeting and ocation targeting you chose. With this information" AdWords works to ensure that your ad appears to your chosen audience. 'o help assess where and who you should target" answer these .uestions!

Where does your business sell or provide services5 Who is your intended audience5

All advertisers must choose a language and location to target" so it's important to understand what's right for you. 4e sure to target only the languages and locations that are relevant for your business. *or example" if you ship your products to locations within a certain distance of your business" target just that region. /f your ads are written in *rench" target only users who speak *rench. 4y targeting the right audience" you'll make sure that your ads appear only to people who are potential customers. Fote that your location targeting settings will affect your ads on the Display Fetwork as well as on oogle. *or example" if your ad targets *rance" it will not be shown to users in Japan" regardless of whether the user is searching oogle or browsing a website in the Display Fetwork. #oo s and Strategies $or ,ptimi6ing &anguage and &ocation #argeting /t's important to set your ad targeting to reflect where and with whom you do business. %ere are some ways to optimi<e your targeting. #arget the right anguage $or +our 4usiness

Sing e anguage 2 'arget the language in which your ad is written. *or example" if your ad is written in 7nglish" target 7nglish2speaking users. ,emember that oogle won't translate your ad for you. 5u tip e anguages * /f you want to target more than one language" create a separate campaign for each language. Com4ine -ith ocation targeting 2 As people speak many different languages in many different locations" language targeting also gives you an excellent way to reach your users even if they are physically located in non2native areas. *or example" if you are a company based in the +? and want to target the 7nglish2speaking population of Spain" you can set your country targeting to Spain and your language targeting to 7nglish. When we detect that a certain user in Spain speaks 7nglish" your ad can be shown. We recommend creating separate campaigns for each country and language pair. 'his will ensure that wherever your potential customers are located" they will see your ads in their language.

#arget the right ocation $or +our 4usiness

Countr+ targeting 2 'arget countries or territories if your business or website serves a

wide audience across one or more countries. 'his option is best suited for businesses whose services or products are available nationwide or internationally. 8egion and cit+ targeting 2 'arget regions and cities if your business serves specific geographic areas or if you want different advertising messages in different regions. With region and city targeting" you might receive more .ualified clicks from a smaller" more relevant population. ,egion and city targeting is best used by advertisers whose audience is concentrated in defined areas. Customi6ed targeting 2 'arget customi<ed areas if your ad is relevant only to a very precise geographic area where you do business. With customi<ed targeting" your ads will only appear to customers searching for results within (or are themselves located within) the area you define. &ustomi<ed targeting is best suited for advertisers with an audience in very specific areas.

#argeting 4+ Countr+ and #erritor+ /t's common for new advertisers to target all available countries and territories in the hope of widening their reach. %owever" you should only consider this option if you offer services or products to users in one or more countries or territories. /f you have a global business" it would make sense to target all countries and territories" ensuring that your campaigns get exposure across the world. *or example" if you sell a product and can ship to anyone nationwide" you might target your campaign to the entire country. 'his option is good for national businesses and online retailers who sell and ship to customers nationwide. %owever" even these types of businesses might not want to target an entire country if they want to promote local branches" use region2specific ad text" target special offers to certain locations" or measure the success of their ads in each region separately. #argeting Internationa + /nternational targeting means that you target more than one location. *or example" a business might want to target several countries where customers speak the same language (such as targeting 7nglish speakers in the +nited States" &anada" and Australia). &onsider setting up a separate campaign for each main location (such as each country) and selecting the relevant language for each campaign. 4y creating separate geographic campaigns" you'll make it easier to manage your account and track each region's return2on2investment. /t also means that you can create very customi<ed and targeted campaigns by tailoring your keywords and ad text to each individual market. Dake sure that your keyword list and ad text for each ad group is in one language. 'his ensures that the ad appears in the same language in which the keyword was entered. *or example" if a user enters a keyword in Japanese" the ad will appear in Japanese.

,ptimi6ing 3isp a+ /et-or' " acements

,vervie- o$ ,ptimi6ing 3isp a+ /et-or' " acements With managed p acements" you choose individual websites within oogle's Display Fetwork where you'd like your ads to appear. 'o use managed placements most effectively" make sure the content of the placements is relevant to the ads in that ad group.

%ere are some optimi<ation strategies for managed placements!

)se on + re evant p acements. 'he right placements will help you find potential customers interested in exactly what you're advertising. 'o reach additional traffic" use the $lacement 'ool to find placement ideas that are relevant to your campaign. 3e ete poor +*per$orming p acements. $lacements that have not performed well for you might need to be deleted. 4y deleting the placements that aren't bringing you .ualified traffic" you can eliminate irrelevant impressions on your ads and improve your ;uality Score. /n addition" you may want to exclude specific placements if you want to target the Display Fetwork as a whole. )se sites that are compati4 e -ith +our ad. Dake sure that the placements you select will accept the ad formats and si<es that you plan to run. *or example" if you want to run image ads in a letterbox format" make sure that you've selected relevant placements that support that ad format and si<e. )se the most e$$ective 4idding strateg+. $lacement2targeted ads can use cost2per2 click (&$&) pricing or cost2per2thousand impressions (&$D) pricing. &$& is generally preferred by advertisers concerned with clicks and who ultimately value clickthroughs to their website. &$D is generally preferred by those who are brand2focused and want visibility across the Web. Fote that to use &$D bidding" your campaign must target the Display Fetwork only. #ou can also increase your Display Fetwork bids to help show your ad more often on the Display Fetwork. Experiment -ith di$$erent 4ids. 'o improve the position of your ads" you can try increasing the maximum &$D or &$& bid for individual placements that perform well for you. Along with your ad's .uality" a higher maximum bid can help your ads appear more often on your selected placements. Assign destination )8&s. $lacement2level destination +,-s send users to a specific landing page. 'his can help make sure that potential customers are taken to the exact page within your website that's most relevant to the content on that placement. Group +our p acements 4+ theme. ,eview your placements and look for themes within the overall list. &onsider creating separate ad groups with highly specific ads for each of these smaller groupings. 'he more precisely you target your audience" the better chance of success your ad will have. Com4ine -ith 'e+-ords. Dixing placements with keywords in the same ad group can be a good way to refine Display Fetwork campaigns. #our keywords determine whether or not your ads can appear on a placement you've chosen. 'herefore" make sure that your keywords are relevant to your specific placements. /f you add negative keywords to an ad group with placements" your ads will be less likely to appear on placements about the negative topics you've entered. )se p acement diagnosis. $lacement diagnosis can help you determine whether your display ad is running on particular Display Fetwork placements. /f your ads arenLt running" the diagnosis will explain why" and give you steps to improve your performance.

With automatic p acements" your keyword list will determine which placements on the Display Fetwork will show your ads. 'o optimi<e where your ads can automatically show on the Display Fetwork" focus on your keyword lists and ad text.

%ere are some optimi<ation strategies for automatic placements!

)se re evant 'e+-ords. 'he AdWords system always starts by looking through every possible page in the oogle Display Fetwork to find placements that match your keywords. 8nly the pages that match your keywords can show your ads. 'herefore" it's very important to only use keywords that are highly relevant to your business" product" or service. Group 'e+-ords 4+ theme. A placement is chosen based on its relevance to your entire ad group's keyword list. 'o optimi<e your performance on the Display Fetwork" make sure your keywords share the same theme" such as describing the same product or service. /f you have keywords describing several themes or products (such as roses and gift baskets" or hotels in $aris and hotels in %awaii)" separate them into different ad groups. Write ads that match +our 'e+-ords. #our ad text is not taken into consideration when automatic placements are chosen for you. %owever" it's important for your overall success that your ad text matches the same theme as its corresponding keyword list. /f your keyword list's theme is wedding bou.uets" your ad will likely be placed on a site about that topic" so you won't want to show an ad about Halentine's Day bou.uets.

#oo s and Strategies $or ,ptimi6ing 3isp a+ /et-or' " acements Find re evant p acements +se the $lacement 'ool to select websites and other placements in the Display Fetwork where you'd like your ad to appear. 'he tool appears when you create a new campaign or ad group starting with placements" or when you click the Add p acements link on the $lacements tab of an existing campaign. *or campaigns focused on branding or traffic" think of what type of websites your target audience might visit. *or campaigns focused on ,8/ and conversions" consider what type of website a potential customer is likely to visit when they're most likely to make a purchase or convert. +se placement diagnosis to determine whether your display ad is running on particular Display Fetwork placements. /f your ads arenLt running" the diagnosis will explain why" and give you steps to improve your performance. #rac' success -ith p acement reports 'he placement report shows performance statistics for your ads on specific domains and +,-s in the Display Fetwork. +se this information to optimi<e your placements on the Display Fetwork and improve your return on investment. *or example" use the report to find placements where your ads are earning the most clicks. /f you find that your ad converts particularly well on a given website" try adding that website to your ad group as a placement" with a higher placement bid to help your ad appear on that site more often.

Focus on conversions( not C#8 /t's important not to worry if your clickthrough rate (&',) on Display Fetwork sites is lower than what you're used to seeing on the Search Fetwork. /t's normal for &', to be lower on the Display Fetwork because user behavior on Display Fetwork pages is different than on search sites 22 users on Display Fetwork pages are browsing through information" not searching with keywords. ,emember!

A low &', on a Display Fetwork site doesn't mean you're performing poorly. #our ad performance on the Display Fetwork does not affect the performance" cost2 per2clicks (&$&s)" or position on oogle search pages or on other pages in the Search Fetwork.

*or these reasons" we recommend that you use conversion tracking data and ultimately your ,8/ 22 and not your &', 22 as the true performance gauge for your placements and Display Fetwork performance. )se per$ormance data to re$ine p acements Depending on your advertising goal and the kind of performance data available to you" here are some actions you might consider taking to refine your placements!

/f certain types of sites are performing well" add more placements that are similar. Allocate more budget to placements that are doing well. ,eview low2performing placements and determine if it would be better to target just a section of that site rather than the whole domain. 8r" delete the lowest performing placements" especially if they are high cost.

,ptimi6ing Bids and Budgets

,vervie- o$ ,ptimi6ing Bids and Budgets #our budget and maximum bids are tools to help you control costs while you work to get the most profit from your ads. /t's important to use performance data to determine where your advertising spend will make the most impact. 'hen" test and analy<e how you divide your spend to find the strategy that best helps you achieve your advertising goals. #our dai + 4udget helps determine how often your ads can show throughout the day. /f your daily budget is too low" your ad won't appear every time it is searched for. %owever" if a campaign is not limited by budget (does not consistently meet that budget)" then changes to budget have no effect on campaign performance. A good budget strategy for budget limited campaigns can maximi<e your ad exposure and take advantage of the traffic available to you. #our 4ids" on the other hand" help determine your ad position on the page and your profit margins. A good bidding strategy can help ensure your campaign is profitable and can impact your overall return on investment (,8/).

%ere are some key things to know about optimi<ing bids and budgets. )nderstand +our 8,I When many advertisers invest money in an ad campaign" they typically expect to gain back that amount" and more" in profits. /t's crucial that you understand what you can gain from your advertising spend. /f you hope to make a profit" make sure that you take the time to analy<e and track your bids and the return you receive. Fote that it's your bids" and not budget" that directly impacts your ,8/. )nderstand the re ationship 4et-een cost and .ua it+ 4efore you consider changing your bids and budgets" make sure you understand how a good ;uality Score can enhance any spending strategy. 'he higher a keyword's ;uality Score" the lower the price you pay for each click (called your actual cost2per2click) and the better its ad position. *or ads and keywords that are not performing well" sometimes a .uality2related change will have more impact than a spend2related change. 8ptimi<ing for .uality will nearly always benefit your budget and bidding strategy" and it can also help reduce your costs in the process. A ocate +our 4udget according to per$ormance An important aspect of budgeting is making sure you have appropriate budgets for each campaign. 'ry to prioriti<e your products or services and then match budgets to each campaign based on priority. /f you'd like certain keywords to receive maximum traffic" make sure they're in campaigns whose daily spend isn't consistently reaching or exceeding its daily budget. /f your campaign often meets its budget" there is a chance that only your more general or high2traffic keywords will trigger your ads" overshadowing keywords that might be more profitable. /n this case" a new campaign can help set aside budget for those profitable keywords. Experiment to see -hat -or's 'est different bid amounts and budgets" and measure how effective the change is. 'est bids for profitability and ,8/" and test budgets for ad exposure. We recommend adjusting amounts in small increments to allow your keywords to accrue performance data with the new settings. Allow at least a few days between changes so you'll have enough performance data to make an informed evaluation. /n addition" your daily costs" profits" and sales might rise and fall with regular fluctuations in search volume. 'herefore" you'll want to re2evaluate these amounts regularly to make sure your campaigns are continually effective. #oo s and Strategies $or ,ptimi6ing Bids and Budgets Eva uate +our 'e+-ords< va ue 'he bottom line for any ad or keyword is how much value it generates compared to its cost. 'o determine the profitability of a keyword" you can track the conversions from that keyword with oogle's free conversion tracking tool or oogle Analytics. With this conversion data" you'll know how profitable your keywords are with their current bids and can identify which keywords could be more successful with adjusted bids. *or keywords that show a profit (such as having high conversion rates and low costs)" you might try increasing their maximum cost2per2click (&$&) bids. While costs may increase"

your ad position could rise and provide more ad exposure" potentially increasing your conversion rate and return on investment (,8/). /n some cases" it may make sense to lower the bid for a keyword even if the keyword is profitable6 by lowering the bid" you can lower the average amount paid" which may increase the profit margin for that keyword. *or keywords that aren't profitable (such as having low conversion rates and high costs)" you might try decreasing their bids to lower your costs. A lower bid is likely to decrease the keyword's average position" the number of impressions and clicks it receives" and as a result" the cost it incurs. Fot only can this strategy improve your ,8/ on low2performing keywords" but in some cases" it can also free up part of your budget to invest in more valuable keywords. ,ptimi6e $or 8,I

)se conversion trac'ing to track your cost2per2conversion. 'he cost for each conversion should be less than the amount you receive for that conversion. *or example" if you receive M1> for each sale but spend M11 on clicks to get that sale" you should optimi<e to improve your ,8/. )se advanced ad schedu ing if your campaigns make more sales or other conversions during certain times of the day. 4y using the advanced mode in ad scheduling" you can automatically increase your &$& bids during times that are most profitable for you" and decrease your bids when it's less important that you appear in a high position. 'his is a great way to reduce your costs during the days and hours when you're less likely to convert users into customers. 8ea ocate 4udget from campaigns that don't convert well to high ,8/ campaigns that are limited by budget. /f a campaign is not limited by budget (isn't consistently meeting its budget)" then allocating more budget to it will have little or no effect on that campaign. #est +our 4ids adEustments until you achieve your optimal performance. #ou may lower your bid too much and see conversions go down significantly" or you may raise it too much and see no changes in conversions. 'hrough testing and measuring" you should be able find the amount that most effectively reaches your advertising goals. Set 3isp a+ /et-or' 4ids so you can bid separately for ads on the Display Fetwork. /f you find that you receive better business leads or a higher ,8/ from ads on Display Fetwork sites than on search sites (or vice versa)" Display Fetwork bids let you bid more for one kind of site and less for the other. )se the Conversion ,ptimi6er to get more conversions at a lower cost. 'he &onversion 8ptimi<er uses conversion tracking data to get you more conversions (like sales" leads" and signups) at a lower cost. #ou set the maximum cost2per2ac.uisition (&$A) you want to pay for a sale or lead" and the tool adjusts your &$& bids to get you as many profitable clicks as possible. 'his can help you minimi<e unprofitable spend and maximi<e your investment on keywords that produce results. )se the ;e+-ord "ositions report in oogle Analytics to help decide how to adjust your keyword bids. 'his report in the 0'raffic Sources0 section shows in which positions your ad performs best. /f you learn that your ad actually converts better when it's at a lower position" consider adjusting your bids to achieve the best performing position.

,ptimi6e $or c ic's and tra$$ic

See the e$$ect o$ di$$erent 'e+-ord 4ids. #ou can optimi<e your keyword bids using the bid simulator or 'raffic 7stimator tools. 7nter a new maximum &$& amount into either tool to see how your keywords might perform at that bid amount. Increase the 4ids $or va ued 'e+-ords to improve your ad position. 4ecause ads with higher positions tend to receive more clicks" you're likely to gain an increase in traffic. %owever" it's important to experiment with different bids to identify which ad positions are the most cost2effective. Appearing in the top position can seem like a great goal" but it may be too expensive and not provide you with the best return on investment. #r+ automatic 4idding" a feature that automatically adjusts your cost2per2click (&$&) bids in order to get you the most traffic available within your budget. Experiment -ith a higher 4udget to allow your ads to show more often (only for campaigns that are currently limited by budget). /f you can't increase the campaign's budget but want to increase the traffic to those ads" consider reallocating budget from some of your other campaigns. )se the recommended 4udget to help choose a budget amount. *or budget limited campaigns" you can use the recommended daily budget to help receive as much of the traffic that's available to you. Bid to appear on the $irst page o$ paid search resu ts. 'he first page bid estimate approximates the &$& bid needed for your ad to reach the first page of oogle search results when a search .uery exactly matches your keyword. 'o maximi<e traffic to your ad" consider using the first page bid estimate as a basis for your bidding strategy. See -hat +ou<re missing. +se the /mpression Share report in your account to see the percentage of possible impressions that your ads could have received if your campaign budgets were higher. #ou'll see the percentage of searches your ad didn't show for due to daily budget restrictions. +se this data to consider if that missed traffic is important enough to increase your budget in order to regain those additional impressions.

,ptimi6ing Ad Schedu ing( Serving and "ositions

,vervie- o$ ,ptimi6ing Ad Schedu ing( Serving( and "ositions *or more control over the display of your ads" AdWords offers some advanced optimi<ation features. We've outlined a few features that can help you influence the situations below. When +our ads shoAd scheduling lets you specify certain hours or days of the week when you want your ads to appear. *or example" you might schedule your ads to run only on weekdays or from 9!>> until @!>> p.m. daily. With ad scheduling" a campaign can be set to run all week or for as little as 1= minutes per week. Which ad sho-s /f you have multiple ads in a single ad group" AdWords determines when to show each ad based on your ad serving settings. 08ptimi<e0 is the default setting for all your ads and means that we'll try to show your higher performing ads more often. 0,otate0 will serve all of the active ads in an ad group more evenly on a rotating basis" regardless of their performance.

#oo s and Strategies $or ,ptimi6ing Ad Schedu ing and Serving Ad Schedu ing Ad scheduling can help you better target your ads by selecting the times when you want to show ads. *or example" if you offer special late night deals" you can set up a campaign to show those ads only at night. Ad scheduling also includes an advanced setting which lets you adjust pricing for your ads during certain time periods. With the advanced setting" you can set a maximum of six different time periods per day" so choose carefully. *or example" if you find that your ads get the best results before noon" you can set your bids higher during that time frame to try and get more impressions and clicks. 4efore you set up ad scheduling" understand that it does not guarantee your ads will receive impressions or clicks. 'he usual AdWords rules still apply" and your ads will compete for impressions with other ads as they normally do. /f you schedule a campaign for very short periods of time" or only at times of great competition for the keywords or placements you have chosen" your ads may not get the chance to run very often. Ad serving settings /n the 0Advanced settings0 section of your campaign's Settings tab" you can specify how you'd like the ads in your ad group to be served.

,ptimi6e 1de$au t2% 8ptimi<ed ad serving tries to show your higher performing ads more often than the other ads in your ad group. $erformance is based on historic clickthrough rates (&',s) and ;uality Scores as compared to other ads within that ad group. 4y using this ad serving option" your ad group might receive more impressions and clicks overall" since higher2.uality ads can attain better positions and attract more user attention. 8otate% ,otated ad serving tries to show all the ads in the ad group more evenly" regardless of which one has the best &',. 'his can be a good option if you specifically want to test different ad text variations to see which message performs the best.

We recommend that you stick with the default 08ptimi<e0 ad serving setting for best results.

Campaign and Ad Group ,ptimi6ation Best "ractices

Best "ractices $or ,ptimi6ing Campaigns and Ad Groups %ere are a few important steps and strategies to consider for any account optimi<ation! 1. ;no- +our goa s 4efore anything else" you need to understand your advertising goals. What do you want to achieve with your ads and how will you know if you succeed5 *or example" does a particular campaign aim to generate sales" increase traffic to your website" or promote your company's brand5 /f you're focused on profits" for instance" you'll want to know how valuable a click is rather than just how many clicks you're getting. 4y knowing your main advertising goal" you

can choose optimi<ation strategies that will best help you meet that specific goal. 2. 5easure the resu ts After performing an optimi<ation" track what effect your changes have had. #our conversion rates" &'," first page bid estimates" and other statistics can be good indicators of how well your ads perform. *or most advertisers" the key measure of success is the return on investment (,8/). +se conversion tracking and oogle Analytics to see which ads and keywords are most profitable. #ou can use these account statistics to compare pre2 and post2optimi<ation performance. -earn more about evaluating your account performance. An easy way to identify performance changes in your account is to create custom alerts for the metrics you want to measure. 8nce you've created an alert and specified the parameters of what you'd like to monitor" we'll automatically notify you when those metrics change within your campaigns and ad groups. 3. Experiment and adapt Allow your ad performance to educate you about effective strategies for achieving your goals. As you observe your ads over time" you might notice things that are working especially well or not so well. *or example" if you find users aren't responding to a particular ad text" delete that ad and try something else. /t's important to remember that optimi<ation changes can take a few weeks to perform to their full potential. 'his is usually due to the time it takes for new or edited keywords and ads to build up their recalculated ;uality Scores. 'herefore" wait at least two weeks before analy<ing the impact of your optimi<ation. Also" wait a few weeks before making any other large changes to that campaign.

13.3 ,ptimi6ing We4sites and &anding "ages

Introduction to We4site and &anding "age ,ptimi6ation
,vervie- o$ ,ptimi6ing We4sites and &anding "ages 'hrough AdWords" you can tailor your ad text and keywords in order to maximi<e your clicks and drive users to your website. %owever" getting users to your pages is only part of what you need for a successful website. /f your users reach your site" but leave right away" then you're not getting significant return on your investment. 'o attain a high2.uality" highly effective website" you'll need to optimi<e your website content. 4ut where to start5 *irst" you have to know the goals of your site. oals are activities on your website that are important to the success of your business. 8bviously" a sale is a goal if you sell online. 7mail registrations" re.uests for a sales call" or even viewings of a video are other examples of goals. /f you haven't built one or more key activities into your site" then no amount of site re2working is going to help. Without goals" you'll have no way of knowing how well you meet your visitors' needs or of measuring your website ,8/.

8nce you know your goals" then you have something else to think about! the user. Who is the audience of your website5 Who are you trying to connect with5 %ow can you guide them to take the actions you want on your site in a way they will respond to5 4ecause it's the user reaction that will be determining whether or not you meet your goals" it's the user who should be the focus of your optimi<ation efforts. oogle also believes in focusing on the user" which is one reason we've developed -anding $age ;uality uidelines" outlined in more detail in Section @. $olicies and Ad ;uality /ssues. 'hese guidelines are helpful to keep in mind when optimi<ing your site" as you try to balance the .uality of your page with what will drive conversions. +nsurprisingly" the characteristics of a highly effective site are .uite similar to those of a high2.uality site. What makes pages successful are often the same things that users value 22 like fast load time and uni.ue content" two elements of high2.uality landing pages. 'here are three primary elements of .uality to keep in mind when optimi<ing your site!

8e evant and origina content% Attracts users and keeps them returning to your site. #ransparenc+% *or websites" this means being clear about the nature of your business" how your site interacts with the user's computer" and how you use a visitor's personal information. /aviga4i it+% $roviding an easy path for users to find what they are looking for on your website.

'hese three elements have an important impact on the user experience of your site. 'aking the time to put yourself into a user's mindset when visiting your site is the most important thing you can do to optimi<e your site. %owever" there are plenty of more specific ways to do that as well" which we'll review in this section. Bene$its o$ ,ptimi6ing We4sites and &anding "ages 'here are numerous benefits to optimi<ing website content!

/ncreasing ,8/ on your advertising 'eaching you about the likes and dislikes of your customers 'rying out alternatives used by competitors 4reaking down preconceptions about what works &onvincing your team to try something bold or different

'he most significant benefit" and goal" of optimi<ing websites is to keep users on your pages and improve your return on investment. ,ecent research suggests that users decide to stay on or leave your site in just a few seconds. 'his limited window of time in which to grab and retain a user's attention makes optimi<ation crucial. 4y designing a website where users can .uickly find what they want" you'll make it easier for them to reach the conversion page and take the action that means business results for you. 7ven if you're an advertiser who's more concerned about brand awareness than driving traffic to a conversion or landing page" it's still worthwhile to optimi<e that page because landing page .uality can affect other factors. As a component of overall AdWords ;uality Score" high landing page .uality can affect your ad rank. /n this way" improving landing page .uality" say"

by making changes to the layout of a page to improve navigability" may increase the ;uality Score of an ad group. -et's use an example. Say you're advertising for a paid newsletter sign2up form that costs M9> and receives about 1>> sign2ups a week. +sing conversion tracking" you find that although many users are clicking your ads" you're not getting many newsletter sign2ups through the form. #ou can optimi<e your landing page so that users easily find the newsletter sign2up form when they first arrive at the page. Designing a better2performing page" even if it only increases your conversion rate by 1N" means a yearly revenue improvement of more than M1=>> for you.

Basic #echni.ues $or We4site and &anding "age ,ptimi6ation

Basic Strategies $or ,ptimi6ing We4sites and &anding "ages 4elow" we've highlighted some strategies for improving landing pages on your site" as well as techni.ues that can be used to improve the performance of your site overall. Improving anding pages When selecting a destinationGlanding page for your ad" above all" make sure the page is one where users can find the product or service promised in your ad. ?eep your original objectives (sales" leads" downloads) in mind. ,efer to specific keywords" offers" and calls to action on your landing pages. Dake sure the landing page you select provides information that is tailored to the keywords a user is searching for. *or example" if users typically reach your site when an ad is displayed on the keyword 0digital cameras0" your landing page would perform better if it displayed information specifically about cameras" rather than taking them to your homepage or to information about televisions and video players as well. 'ry to use the same terminology to align your landing page copy closely with your ad text" so it will meet the user's expectations (and interests). Content ,elevant and original content attracts users and keeps them returning to your site. When it comes to landing pages" relevant content means content that's related to the ad or link a user just clicked. $ages with appropriate WtitleP tags are easier for users to find and search engines to index. #ou'll also find that other sites like to link to pages with useful information" which can improve your natural search engine rankings. /n some cases" less content is more effective content when there are so many choices that it becomes overwhelming. *or example" if you have a long text list of individual products" try reducing the number of choices available on a page by switching to a shorter list of product categories represented by pictures. /n general" swap dense blocks of text" where links can get lost" for short blurbs with important information highlighted or visually separated. /n particular" streamline the text of headlines so they can be more easily scanned and understood by a user. #ransparenc+ &onsider the audience" or audiences" of your site. %ow do you intend to build credibility and

trust with them5 'o maximi<e transparency" you should openly share information about your business and clearly define what your business is or does. /f your website re.uests personal information from the user" such as for a sign2up form" don't ask for more information than you really need" and be explicit about how the information will be used. -ink to a privacy policy or give the option to limit how their personal information is used (e.g. to opt out of receiving newsletters). /f you use trust seals or credibility indicators intended to make your visitors more comfortable" make sure that they're effectively located. /f they're hidden at the bottom of the page" they won't build your reputation with visitors6 placing them near a purchase button or shopping cart is a better choice. Where possible" also use recogni<able logos. /avigation When visitors come to your site" they should be able to .uickly understand how to navigate your site and find the information they're looking for. 'ake a look at your sitemap or navigation bar" then make sure most users are able to find what they want in three clicks or fewer. ?eep your layout clean and simple" with clearly marked buttons and links that prospective customers won't have to pu<<le over to understand. 4uttons or links that are simply labeled (e.g. 0-earn Dore0" 0Fext Step0" 04uy Fow0) can function as calls to action that gently lead visitors down the desired conversion path. Dake sure these are in a high2contrast color and easy to see on the page without needing to scroll down. At the same time" try to reduce visual distractions that can confuse users or draw their eye away from the call to action" such as flashy or unrelated images. %owever you choose to optimi<e your website" imagining yourself as your prospective customer and fine2tuning your site as necessary can result in a better experience for that prospective customer" and thus better results for you. And if you find it hard to put yourself in the mindset of a customer" see if you can find a customer 22 or someone who is unfamiliar with your site 22 to sit with you and walk through some simple tasks on your site. etting the fresh perspective can reveal issues or areas of confusion you might never have anticipated.

13.7 ,ptimi6ing $or Greater Conversions

Introduction to ,ptimi6ing $or Greater Conversions
,vervie- o$ Conversions and their Impact /n online advertising" a conversion occurs when a click on your ad leads directly to user behavior you deem valuable" such as a purchase" signup" page view" or lead. With conversion data" you can make smarter online advertising decisions" particularly about what ads and keywords you invest in" and you can better measure your overall return on investment (,8/) for your AdWords campaigns. 'he &onversion 8ptimi<er helps streamline bidding for conversions at a lower cost by optimi<ing your placement in the ad auction to make sure you get low2converting clicks only if they are cheap while still getting you as many high2 converting clicks as profitable. 7valuating and optimi<ing for conversions is key to helping you identify the effectiveness of your AdWords ads and keywords.

;e+ 5etrics $or #rac'ing and Improving Conversions 'o better track and improve conversions" it's useful to familiari<e yourself with the following key metrics!

maximum cost*per*ac.uisition 1C"A2% the most you're willing to pay for each conversion (such as a purchase or signup) average cost*per*ac.uisition 1C"A2% the average cost for each conversion recommended maximum cost*per*ac.uisition 1C"A2 4id! the average of the keyword bids" weighted by the number of conversions for each keyword return on investment 18,I2% the ratio of the cost of advertising relative to the profit generated from conversions dai + conversions% daily number of clicks on your ads that lead directly to user behavior you deem valuable (such as a purchase or signup)

)sing Conversion ,ptimi6er -ith Conversion #rac'ing

,vervie- o$ Conversion ,ptimi6er 'he &onversion 8ptimi<er is an AdWords feature that uses your AdWords &onversion 'racking data to get you more conversions at a lower cost. /t optimi<es your placement in each ad auction to avoid unprofitable clicks and gets you as many profitable clicks as possible. ?o- it -or's% With the &onversion 8ptimi<er" you bid using a maximum cost2per2ac.uisition (&$A)" which is the most you're willing to pay for each conversion (such as a purchase or signup). +sing historical information about your campaign" the &onversion 8ptimi<er automatically finds the optimal e.uivalent cost2per2click (&$&) bid for your ad each time it's eligible to appear. #ou still pay per click" but you no longer need to adjust your bids manually to reach your &$A goals and can benefit from improved return on investment (,8/). 'o calculate the optimal e.uivalent &$& bid" the &onversion 8ptimi<er first calculates a predicted conversion rate for each auction" taking into account your ad's conversion history" the keyword's broad match .uery" the user's location" and the conversion rates of oogle's search and Display Fetwork partner sites. 'he feature then generates an ad rank by combining your &$A bid" .uality score and predicted conversion rate. 'he recommended maximum &$A bid is the ad group bid we suggest in order to keep your costs stable when you change from manual bidding to the &onversion 8ptimi<er. 'he recommended bid is directly based on your current &$& bids and conversion rates over time. *or example" if you have one ad group with two keywords" the &onversion 8ptimi<er divides the current maximum &$& bid by the conversion rate to get a maximum &$A bid for each keyword. With the maximum &$A bid for each keyword" the &onversion 8ptimi<er can compute the recommended maximum &$A bid for the campaign (the average of the keyword bids" weighted by the number of conversions for each keyword). Improving +our per$ormance% Dany advertisers using &onversion 8ptimi<er have achieved double2digit percentage increases in conversions" while paying the same price or less for each conversion.

Ena4 ing Conversion ,ptimi6er 'o begin using the &onversion 8ptimi<er" you must have AdWords &onversion 'racking enabled" and your campaign must have received at least 1= conversions in the last 9> days. #our campaign must also have only keywords. %ere's how to enable AdWords &onversion 'racking! 1. Hisit https!GGadwords.google.comGselectG&onversion'racking%ome 3. &lick Create a ne- action. 9. *ollow the steps provided. #ou'll be guided through the process of receiving your code" placing it on your site" and completing the set2up. ,ead through the complete &onversion 'racking Setup uide for more details. %ere's how to enable &onversion 8ptimi<er" once AdWords &onversion 'racking has been activated! 1. 3. 9. :. =. @. B. Sign in to your AdWords account at https!GGadwords.google.com. Select the Campaigns tab. Select the campaign name. Select the Settings tab. Fext to '4idding option' click Edit. &lick the '*ocus on &onversions (&onversion 8ptimi<er) radio button. &lick Save to finish.

8esponding to Conversion ,ptimi6er 3ata to Improve Conversions /f you're using conversion tracking" it's likely you're interested in two metrics!

'he number of conversions you get per day 'he average cost for each of these conversions (this is your average &$A" or cost2per2 ac.uisition)

%ere are three guidelines for assessing whether the &onversion 8ptimi<er is working for you. Guide ine 1% &ompare your campaign's conversions and average &$A before you enabled the &onversion 8ptimi<er to its performance since then. ?eep in mind that external factors" such as changes in your competitors' ads" can affect your campaign's key metrics from week to week. 'o help determine whether your campaign performance has been affected by changes you made or by external changes" you might consider comparing changes in the performance of your &onversion 8ptimi<er campaigns to changes in your other campaigns. Guide ine 2% -ook at the performance of your campaign in light of your goals for the &onversion 8ptimi<er. %ere are some example goals! 1. Daintain the same average &$A and get more conversions. 3. Decrease your average &$A and get more conversions than you would with &$& bidding" given the lower &$A.

9. ,aise your average &$A and get more conversions than you would have while increasing your average &$A the same amount with &$& bidding. #ou can shift your performance according to your primary goal by raising and lowering your maximum &$A bid. #ou can raise your max &$A bid if you want to increase traffic and conversions. /f your average &$A is higher than you prefer" you can lower your bid" which will likely decrease both average &$A and the number of conversions. Guide ine 3% ?eep in mind that changes in ad performance are natural" and you may need to use the &onversion 8ptimi<er for some time to get an accurate understanding of its effects on your campaign's performance. *or example" suppose a campaign normally receives 1> conversions per day" and it receives only A the day after it starts using the &onversion 8ptimi<er. 8ne would need to look at more than a day's worth of data to determine whether this drop is part of a long2term change in campaign performance6 it could be natural for the campaign to have A to 13 conversions on any given day" but a change from 1> to 3> might not be natural. #r+ it /o-% 0ie- Conversion ,ptimi6er 3ata and Se ect Improvement Strateg+ -earn how to respond to conversion optimi<er data and improve your results. *ollow the instructions below to run a report" analy<e the data" and select an improvement strategy. 1. Sign in to an AdWords account that has &onversion 8ptimi<er enabled for at least one campaign. 3. ,un a report for each &onversion 8ptimi<er2enabled campaign that includes your conversion tracking data. 'he date range should be the same number of days before V after you enabled the &onversion 8ptimi<er for the campaign. We generally recommend looking at about 3 weeks before and after enabling &onversion 8ptimi<er. 9. &ompare your campaign's conversions and average &$A (12per2click) before you enabled the &onversion 8ptimi<er to its performance since then. :. 7valuate the performance of your campaign based on the goals you've set for the &onversion 8ptimi<er. =. 4ased on the trends you see and your primary goal" consider raising or lowering your maximum &$A bid. ;uestions to consider!

/f your primary goal is to increase traffic and conversions" would you want to increase or decrease your max &$A bid5 /f your average &$A is higher than you'd like" you can lower your max &$A bid. What effect might this have on the overall performance of your campaign5 %ow does the fact that you can receive conversions up to 9> days after a click impact your average &$A and conversion rate5

#rou4 eshooting $or Conversion ,ptimi6er #ou may encounter some of the following problems or limitations when using &onversion 8ptimi<er!

Can<t ena4 e Conversion ,ptimi6er% 'he &onversion 8ptimi<er relies on historical data collected through AdWords &onversion 'racking" so it isn't available for new campaigns" campaigns that just started using conversion tracking" or campaigns that have received fewer than 1= conversions in the last 9> days. Actua cost*per*ac.uisition 1C"A2 exceeding maximum cost*per*ac.uisition 1C"A2% #our actual &$A depends on factors outside of oogle's control" so it may exceed the maximum &$A you specify. 'he &onversion 8ptimi<er uses historical conversion data to predict the likelihood your ads will convert. %owever" your actual conversion rate can be affected by changes to your website and ads" or external factors such as increased competition. /f your actual conversion rate turns out to be lower than the predicted conversion rate" your actual &$A may exceed your maximum &$A bid. ?igh average cost*per*ac.uisition% /f your average &$A is higher than you prefer" you can lower your bid" which will likely decrease both average &$A and the number of conversions. &onversely" you can raise your maximum &$A bid if you want to increase traffic and conversions. #ra$$ic rate decreases a$ter ena4 ing Conversion ,ptimi6er% /f you notice a drop in traffic after turning on the &onversion 8ptimi<er" it's likely the initial maximum &$A bid was too low. Setting a low maximum &$A bid is e.uivalent to decreasing the original &$& bids6 it can result in lower position and less traffic on your ads. *or this reason" it's best to use the recommended &$A bid provided when you begin to use the &onversion 8ptimi<er. 'his bid is calculated to help ensure a smooth transition to your new bidding mode. Also" since the &onversion 8ptimi<er aims to get you more conversions by avoiding traffic that doesn't result in conversions" you may see a decrease in impressions or clicks while increasing the number of conversions. Conversion rate decreases a$ter ena4 ing Conversion ,ptimi6er% /t's possible to see a drop in conversion rate when you start using &onversion 8ptimi<er because you're observing an average of the conversion rate across all clicks. *or example" suppose the &onversion 8ptimi<er causes your campaign to have an increase in very cheap clicks with slightly lower conversion rates. /f there were no other changes in your campaign" this change would appear as a decrease. %owever" the change in cost could have a very positive effect on your campaign profit. Compati4i it+ -ith other AdWords $eatures( the search and 3isp a+ /et-or'( and third* part+ ads% 'he following AdWords features are not compatible with the &onversion 8ptimi<er!

Separate Display Fetwork bids (the &onversion 8ptimi<er will automatically optimi<e your bids across the search and Display Fetworks.) Advanced ad scheduling (basic ad scheduling is supported.)

'he &onversion 8ptimi<er does work on the search and Display Fetworks and with third2 party ads. (Fote that AdWords &onversion 'racking is still re.uired in order to use the &onversion 8ptimi<er with third2party ads.)

Best "ractices $or Conversion ,ptimi6er %ere are some best practices to help you get the most out of &onversion 8ptimi<er. )se the Conversion ,ptimi6er on mature campaigns% 'he &onversion 8ptimi<er relies on historical conversion data in order to predict an accurate conversion rate" so the longer a campaign has used conversion tracking" the more data the &onversion 8ptimi<er has available to improve your ,8/. *or this reason" it's best to modify existing campaigns rather than create a new one. &ampaigns with low traffic should run conversion tracking even longer before trying the &onversion 8ptimi<er" and your campaign must have received at least 1= conversions in the last 9> days in order to be eligible to enable the feature. We also recommend using campaigns which group together related ads and ad groups with ads that are even more closely related. Start -ith the recommended 4id% When you begin using the &onversion 8ptimi<er" it's best to start with the recommended bid to help ensure a smooth transition to your new bidding mode. *rom this starting point" you can observe your performance and adjust your bid accordingly. As with &$& bidding" the &$A bid you set is your primary control over how many conversions you'll get and how much you'll pay for them. /f you want to increase traffic and conversions" you can raise your maximum &$A bid or try one of the following other options!

/f you're consistently hitting your budget" increase it to allow more visibility for your ads. 8pt in to the oogle Display Fetwork. Add more relevant keywords to your ad groups.

/f your average &$A is higher than you prefer" you can lower your bid" which will likely decrease both average &$A and the number of conversions. %owever" if you seem to be receiving fewer conversions using &onversion 8ptimi<er than you did before using it" you should consider whether your maximum &$A bid may be too low. )sing Conversion ,ptimi6er -ith mu tip e conversion t+pes and va ues in a sing e campaign% 'he &onversion 8ptimi<er will work with multiple conversion types and values in a single campaign. *or example" if your website is set up so that products for sale are mostly on different landing pages" make sure each product and landing page pair has its own ad group and then set a uni.ue maximum &$A bid for each ad group. Guide ines $or ma'ing changes to +our campaign% 'he &onversion 8ptimi<er is able to adapt .uickly when changes are made which have minor effects on your campaign's conversion rate. *or example" the following are unlikely to have negative effects on your campaign!

7diting your maximum &$A bid &reating a new ad group Deleting or adding keywords Daking small changes to your ads (such as a slight alteration of your ad text)

&hanging the conversion type reported in your tracking code (such as '-ead' to '$urchase')

#ou should be careful" however" not to make changes that will have substantial impact on your conversion rate" such as moving your conversion tracking code or combining five different campaigns into a single one. /n this case" you should turn &onversion 8ptimi<er off in the short2term. (Fote that sudden changes in your conversion rate may cause the AdWords system to over predict the probability of a conversion and could cause the average &$A to exceed the maximum &$A bid.) While &onversion 8ptimi<er can adjust to gradual changes in the conversion rate" if your conversion rate alters dramatically from day to day during a seasonal period" we recommend that you monitor performance closely and adjust your bids accordingly.

Search Advertising Advanced Exam 19. 5anaging 5u tip e Accounts 19.1 ,vervie- o$ 5anaging 5u tip e Accounts
Introduction to 5anaging 5u tip e Accounts
;e+ Concepts o$ 5anaging 5u tip e Accounts AdWords makes managing multiple accounts easy. 8ur powerful tools can be especially helpful to large advertisers" agencies" third parties" enterprise organi<ations" and others who want to manage tens or hundreds of accounts in a simple" efficient" centrali<ed way. We'll explain three tools in greater depth here! Dy &lient &enter (D&&)" the AdWords 7ditor" and the AdWords Application $rogramming /nterface (A$/). #oo s and #echni.ues $or 5anaging 5u tip e Accounts With Dy &lient &enter" you can manage hundreds of AdWords accounts .uickly and easily from a single location. Dore specifically" you can!

Hiew relevant information for all linked accounts in one easy2to2read dashboard 'rack performance" find accounts" manage account budgets" and create" link and unlink accounts Donitor your accounts more efficiently using our alerts2summary page" which shows all alerts for linked accounts and includes robust search capabilities

AdWords 7ditor is a second tool you can use to help manage multiple AdWords accounts. +sing AdWords 7ditor" you can!

Store several AdWords accounts for easy viewing and editing. (8nly one account at a time may be edited" but you can easily add more accounts or switch between accounts

that you've downloaded. And if you have a Dy &lient &enter account" you can use AdWords 7ditor to make changes to client accounts through your D&& login.) %elp clients create new campaigns by creating and sharing with them an example campaign that can be used in multiple" different AdWords accounts &opy or move campaigns between accounts or within an account

'he AdWords Application $rogramming /nterface (A$/) allows developers to create and use applications that interact directly with the AdWords server to manage their accounts" instead of using the usual online AdWords interface. With these applications" advertisers can more efficiently manage large AdWords accounts and campaigns. Some possibilities for using the AdWords A$/ include!

enerating automatic keyword" ad text" +,-" and custom reports /ntegrating AdWords data with other databases" such as inventory systems

4ecause application development re.uires technical expertise" we recommend that only advertisers who employ developers use the AdWords A$/. 'hese types of advertisers typically include large" tech2savvy advertisers and third parties" such as S7Ds (search engine marketers)" agencies" and other online marketing professionals who manage multiple client accounts or large campaigns.

19.2 5anaging Accounts -ith 5+ C ient Center 15CC2

Introduction to 5+ C ient Center 15CC2
,vervie- o$ 5CC #our Dy &lient &enter account" also called a client manager account or D&&" is an umbrella account containing access to individual AdWords accounts and other client manager accounts. /t acts as a shell account that links individual AdWords accounts in one location. Bene$its o$ using 5CC With Dy &lient &enter" you can access multiple AdWords accounts via the client manager account login 22 no more logging in and out to switch between AdWords accounts. /n addition" client managers can see all their individual and client manager AdWords accounts in one place via the Dy &lient &enter view. With a Dy &lient &enter account" you can!

7asily view all linked AdWords accounts" including other client manager accounts" via the Dy &lient &enter view. See high2level statistics for all linked AdWords accounts in one place. +se a single login to access all AdWords accounts. enerate reports across multiple client accounts at once" or download the client 0dashboard0 into a .csv file. /nvite a client to be managed through an automated message. &reate AdWords accounts in your D&&" and automatically link them to your master account upon creation. &reate separate billing for each client.

Signing up $or an 5CC /t's easier than ever to sign up for a Dy &lient &enter account. Just visit http!GGwww.google.comGadwordsGmyclientcenter" click 0Sign up now"0 and follow the step2by2 step instructions. /avigating 5CC pages When signed in to your Dy &lient &enter (D&&) account" you can navigate to linked accounts by using the 0Jump to client0 drop2down menu located at the top of the page. 'his will show you all the accounts directly linked to your D&& account. Alternatively" you can select an account by clicking on the account name in your Dy &lient &enter view. 'o return to your main view" click on the Dy &lient &enter link at the top of any page in your account. /n addition" the D&& Dashboard makes it easier to view a wide range of client account statistics from the highest level of your D&& account. $erformance and budget statistics for client accounts are now shown on separate tabbed pages" providing a more comprehensive" top2level view of key stats across managed accounts. #ou can also now select time periods for viewing statistics" making it easy to limit your view of account statistics to a particular period of time. 8n the $erformance page" you'll find stats on clicks" conversions and conversion rates" as well as separate columns for Search and Display Fetwork &'," allowing for easier comparison of performance based on network placement. 8n the 4udget page" for accounts using account2level budgets or accounts on Danager Defined Spend" you'll find information about start2 and end2 dates" percent of budget spent" and total spend for each account. A4out 5CC eve s #ou can think of D&& account levels like a tree. 7ach top2level D&& can branch out to manage individual accounts or other D&&s. Sub2level D&&s can then branch out to manage more individual accounts or D&&s" and so on. 'o help you navigate through this structure" a breadcrumb located at the top of each account page records how many account levels deep you are. Fote that you can link to a maximum of four levels of D&& above or below your own.

Creating and &in'ing Accounts

Creating /e- AdWords Accounts in 5CC /t's easy to create and link new accounts. %ere's how! 1. Sign in to your D&&. 3. &lick the Create ne- account link above your client accounts table. 9. &omplete the form" and click Create Account.

:. &lick Create a campaign to create your client's campaign in AdWords. 'hen" return to your D&& to enter your client's billing information. #ou'll need to enter this information to activate your new client account. #ou can also return to this step later by clicking the client's account in your main D&& view. &in'ing to Existing AdWords Accounts Want to link an existing AdWords account5 'hat's easy" too. Just follow these steps! 1. ,etrieve your client's AdWords customer /D (which establishes your client's permission to link the account to yours). 3. Sign in to your D&&. 9. &lick the &in' existing account link above your client2accounts table. :. 7nter your new client's customer /D. =. &lick Su4mit. When you hit Submit" the client receives a notification that invites him to link to your account. During this process" you'll see a pending notification for the client account in your D&&. +pon the client's acceptance" you'll receive a confirmation notification and the client account will be automatically linked to your account. )n in'ing Accounts in 5CC 'o unlink an account from your D&&! 1. 3. 9. :. =. Sign in to your D&& at https!GGadwords.google.com. Favigate to the managed account you'd like to unlink. &lick the 5+ Account tab. &lick the &lick the Access link. /n the &lient Danagers section" locate the client manager account you want to disable" and click #erminate access. @. &lick ,;. Fote that if you unlink an account that was on Danager Defined Spend (DDS)" all active and pending budgets will be disabled and the account's ads will stop serving within 9> minutes. #ou will not be invoiced for account activity that occurs after this point. %owever" you will be invoiced for any unpaid costs that were accrued before the account is unlinked. 'he account will resume ad delivery once it's linked to a new D&& and assigned a budget. &in'ing 5CC to a Goog e Advertising "ro$essiona s Account

Assigning 5anagers( 8o es and "ermissions

,vervie- o$ 5CC 5anager &eve s and 8o es 8nce you link a sub2level Dy &lient &enter (D&&) to your top2level D&&" you can manage the account in the same way that you currently manage individual AdWords accounts. 'o access a managed D&&" sign in to your top2level D&&. *rom here" you can navigate to

other D&&s by doing one of the following!

Select the sub2level D&& from the 0Jump to client0 drop2down menu listed at the top of the page. Sub2level D&&s are denoted by asterisks. &lick the sub2level D&& from the managed account table. 0&lient Danager0 will be indicated beneath &ustomer /D.

Assigning 5anagers and 5CC &eve s #ou can give someone access to only some of the managed accounts in your Dy &lient &enter (D&&) by taking advantage of an D&&'s ability to link to another D&&. 'he example below illustrates this idea in more detail! Amy manages five accounts" and she wants her partner 4ill to help her manage three of those five. 'o accomplish this! 1. Amy unlinks the three accounts from her D&&. 3. 4ill creates his own D&&" to which he links those three accounts. 9. Amy then links 4ill's D&& to her D&&. Amy still has access to all five of the accounts! two via her D&& and three via 4ill's D&&. 4ill" on the other hand" only has access to the three accounts in his D&&. Changing C ient 5anagers /t's simple to move a managed account to another Dy &lient &enter (D&&) within your top2 level D&&. /f you need to move an D&& or a managed account with A$/2only access" please contact us and we can assist you. /f you move an account on Danager Defined Spend (DDS) from one D&& to another" both D&&s must have access to the Danager Defined 8rder (DD8) funding the account for the ads to keep running. /f the new D&& doesn't have access" all of the account's active and pending budgets will be disabled" and the account's ads will stop serving within 9> minutes. Ad delivery will resume when the new client manager creates a budget for the account. 7xample 1! An DD8 is applied to your top2level D&&" which houses two sub2level D&&s. #ou transfer a managed account from sub2D&& 1 to sub2D&& 3. /ts ads keep running" because the managed account is still under the same DD8. 7xample 3! #our top2level D&& houses two sub2level D&&s. %owever" each sub2D&& has its own DD8. #ou transfer a managed account from sub2D&& 1 to sub2D&& 3. 'he managed account's budget is terminated and its ads stop running" because it's changed DD8s. /ts ads

will resume running once you create a new budget for the account.

5onitoring and ,rgani6ing 5anaged Accounts in 5CC

A4out 5CC A erts #our D&& Dashboard includes an alert summary box telling you about any current alerts associated with your managed accounts. #ou can view all alerts for your managed accounts by clicking the 'Alerts' link at the top of your D&&6 from there" you can search among alerts by selecting ',efine Search' on the D&& Alerts page. )sing 5CC a erts 'o view all alerts for accounts in your Dy &lient &enter" click the 'Alerts' link under your Dy &lient &enter tab. #ou can also refine your search to view only certain types of alerts" those triggered at certain times" and alerts for particular accounts. )sing 5CC Advanced Search %ere's how to run and save searches for D&& alerts! 1. Sign in to your D&& and click the A erts link under your account's Dy &lient &enter tab. 3. &lick 8e$ine search to reveal available search options. 9. &ustomi<e your search by type of alert (for $ayment alerts" &ampaign alerts" ?eyword and &reative alerts" and 4udget alerts)6 by timing of alert (from the ''ime triggered' menu)6 and by accounts you want to search (all accounts" only accounts you directly manage" or individual accounts). :. &lick the Search button to run the search without saving the settings. =. 'o save these search settings for future use" check the box to 'Save this search' and give your search a name. #ou can save up to 3>> searches. 8nce saved" you can run this same search again by choosing its name from the menu at the top of the search page. $lease note that saved alert searches will preserve your search settings" not your actual search results" because many alerts change throughout the day. )sing &a4e s and Search in 5CC

5anaging C ient Budgets in 5CC

,vervie- o$ 5anager 3e$ined Spend 153S2 Danager Defined Spend (DDS) is a simple way for Dy &lient &enter (D&&) account2users to control their managed accounts' budgets. /f you decide to move some or all of your managed accounts to DDS" you'll be able to create and modify these accounts' budgets instantaneously via your D&& dashboard. Additionally" you'll be billed for these accounts via one Danager 8rder2level monthly invoice. A managed account is eligible for Danager Defined Spend (DDS) if it is one of the

following!

8n monthly invoicing 8n credit card postpay 8n direct debit Few

A managed account is ineligible for DDS if it is either!

8n prepay (unless it's converted to monthly invoicing 2 contact us to discuss this option) An account in which the client is billed directly (i.e." it's not linked to an D&& account and cannot be linked)

Setting up and 5anaging 53S $or C ient Accounts /t's simple to set up and start using DDS. %ere's how! 1. With your AdWords Account Danager" decide which managed accounts you want to put on DDS. 3. #our Account Danager will work with our finance team to approve your D&& account for DDS and set up a Danager Defined 8rder (DD8). 9. 8nce approved" your Account Danager will send you a service agreement. ,eview" sign" and return the service agreement. Depending on your country" the service agreement may contain a +,- and pin number that will also allow you to accept online. :. #our Account Danager will notify you once the DD8 has been applied to your D&&. =. At this point" you will be able to create a budget for each managed account that you want on DDS. @. #ou will be able to modify your managed accounts' budgets at any time via your D&& dashboard. B. At the end of the month" you'll receive in the mail one Danager 8rder2level invoice for the managed accounts that you have on DDS" which you can pay via check or wire transfer. #ou can also access this invoice by clicking consolidated (.pdf) on your Dy &lient &enter account's 4illing Summary page.

#rou4 eshooting and Best "ractices $or 5CC

#rou4 eshooting "ro4 ems in 5CC 'here are a number of challenges you could run into 22 nearly all of which have simple solutions. %ere are a few more common ones! Defining access for just certain groups of client accounts!

Solution! +se sub2D&&s. 4y creating another D&& and linking it to the original" you can group specific accounts underneath that sub2D&& and grant someone access to that D&& only. -earn more. /f you need to move client accounts around later" you can use the 0change client

manager0 function to move one client account to another sub2D&&. -earn more. 4uilding out additional client accounts and sub2D&&s!

Solution! &reate uni.ue log2in emails. 8nly one AdWords account can be associated with a oogle Account login" so you must use distinct" functioning login emails for each of the managed accounts linked to your Dy &lient &enter. 'o obtain more login emails for your managed accounts" we recommend taking advantage of a free email service" such as oogle's mail" or a free email service available from another provider. -earn more.

-inking an account that you're now managing 22 that used to be managed by another D&&!

Solution! 'ransferring management of a client account that used to be managed by a separate D&& takes a few steps. *irst" the client herself needs to take the step to unlink from the previous manager. &heck out our detailed instructions.

Fote that only D&& admins may change access levels for other D&& users or users of a child account. -earn more. 5CC Best "ractices And especially if you have a large number of client accounts" here are a few additional best practices and tips you'll find helpful! +sing sub2D&&s to more effectively manage large groups of client accounts!

#ou can use sub2D&&s to manage teams of client managers working with just specific accounts. As a higher2level manager" you'll have top2level statistics for teams and can still drill down to see details of individual account performance. 'he individual teams can then easily log in to just see those accounts that they work with. #ou can also use sub2D&&s to organi<e accounts by geography" client typeGvertical" and so on.

'aking full advantage of the Alerts page!

'he alerts page can be overwhelming with large numbers of alerts across all client accounts. Simply use the 0,efine search0 function to focus only on alerts that really matter. #ou can set the scope for just specific customer /Ds or refine your search by alert type. See more details.

19.3 )sing AdWords A"I

,vervie- o$ AdWords A"I
Introduction to the AdWords A"I 'he AdWords Application $rogramming /nterface (A$/) allows developers to use applications that interact directly with the AdWords server. With these applications"

advertisers can manage large accounts and campaigns more efficiently. /t offers the same AdWords functionality that is available through our online interface6 the difference is that the A$/ gives developers and users more flexibility to create additional applications and tools to manage their AdWords accounts. 'he AdWords A$/ is designed for developers representing large" tech2savvy advertisers and third parties. 'his includes search engine marketers (S7Ds)" agencies" and other online marketing professionals who manage multiple client accounts or large campaigns. 4ecause implementing the AdWords A$/ takes technical expertise and programming skills" advertisers who employ developers can achieve the best results. A$/ developer documentation is currently available only in &hinese (Simplified and 'raditional)" 7nglish" Japanese" and ?orean. AdWords A"I Bene$its With the AdWords A$/" you can employ programs that help you interact with your AdWords account more efficiently. #ou have many development and integration opportunities 22 from simply pulling reports automatically to creating complex applications that integrate with existing databases and enterprise systems. Depending on your programming talents and advertising needs" the possibilities are practically limitless. Some possibilities include!

enerating automatic keyword" ad text" +,-" and custom reports /ntegrating AdWords data with other databases" such as inventory systems Developing additional tools and applications to help you better manage AdWords accounts

"rogramming &anguages Supported 'he AdWords A$/ uses S8A$ 1.1 and WSD- 1.1.

S8A$ is the Simple 8bject Access $rotocol. /t's used for information exchange and ,$&" usually (but not necessarily) over %''$. Dore information can be found at Soap,$&.com . WSD- is the Web Service Description -anguage. /t provides a formal description of a web service" much like &8,4A's /D-. 'he WSD- file is all you need to know how to call the web service6 toolkits can generate proxy code from a WSD- file directly.

All messages are sent via SS- (https) to protect our user's privacy" and are authenticated via embedded passwords. We do not currently use any of the higher2level WS2\ specifications. 8ur goal is to be interoperable with S8A$ toolkits in any customer development environment. &urrently we support Java" $%$" $ython" .F7'" $erl" and ,uby. A4out AdWords A"I 0ersioning 'he AdWords A$/ is fre.uently updated" with the goal of feature parity with the online

AdWords interface. We assign it a new version number each time it's updated. 'o allow developers time to migrate to new versions" old releases and documentation remain available and updated for four months after a new release. When new versions eliminate or alter functionality available in previous (still available) releases" the ,elease Fotes and ,eference sections of the Developer's uide will annotate these changes!

'he ,eference section features version2based documentation" accessible through version2numbered links in the upper right corner of each page. 'o view differences between versions" click the 0D/**0 link on the same navigation bar. 7lements that have been removed from the earlier version will be shown with a strikethrough. ,ead the ,elease Fotes for updates on features and functions. A blog post will also explain updates to newly released versions.

Getting Started -ith AdWords A"I

Signing )p $or the AdWords A"I 'o sign up for the AdWords A$/" you'll need a Dy &lient &enter (D&&) account. ,ead our *A; to learn more about D&&. /f you already have an D&& account" you can sign up for the AdWords A$/ directly from the 5+ Account tab. &lick on 0A$/ &enter0 and follow the instructions to apply for AdWords A$/ access. Dake sure your information is correct and the +,- you provide for your company is functioning. /f the website is not a live page" we will not be able to process your application. During AdWords A$/ registration" you'll be asked to provide developer" application" and user information. #ou'll also need to agree to our 'erms V &onditions and provide billing information for A$/ charges. $lease note that invoicing for the AdWords A$/ is separate from other AdWords payments you may make for other charges (such as advertising costs). %owever" AdWords A$/ charges will be applied to your total company credit line with oogle. #ou can read our *A; for more information on billing for the AdWords A$/. #ou'll be assigned a Developer 'oken once your application is approved. 'his uni.ue text string of letters" numbers and symbols is your key to accessing the A$/. #our token will be sent to your account email address and will also be available through your AdWords A$/ &enter 22 accessible through your 5+ Account tab. 8nce approved" your token will be activated and you'll be able access the A$/ by including it in your re.uest headers when interacting with our system. %ere are some resources you can use to help you get started!

Developer's uide Developer's *orum Sample &ode

A4out AdWords A"I We4 Services +sing the AdWords A$/" you can create and manage campaigns" ad groups" keywords" and

ads. #ou can also generate keyword suggestions" get traffic estimates for predicted impressions" receive clicks and clickthrough rates" and retrieve reports on actual performance. 'o access and manage your AdWords account using the AdWords A$/" you build a client application that connects to one or more of the provided web services. While each service can be used independently" most real2world scenarios (such as adding a new campaign that has ad groups" ads" and keywords) re.uire a client application to use multiple services. 'he core messaging technology for the AdWords A$/ is Simple 8bject Access $rotocol (S8A$)" which is an QD-2 and %''$2based protocol with wide support in the industry. 'he AdWords A$/ uses documentGliteral style S8A$ 1.1. 'he AdWords A$/ web services for v19 are listed by the Web Services 8verview in the v19 Developer's uide. 'he web services for v3>>C are listed in the v3>>C documentation. A4out AdWords A"I )nits( Fees( and Bi ing oogle AdWords A$/ developers are charged +SM>.3= (or local currency e.uivalent) per 1>>> A$/ units consumed. 'he rate sheet defines how different A$/ operations consume varying amounts of A$/ units. While some operations consume just one unit" other types consume more. Hisit the A$/ ,ate Sheet in the Developer's uide to view specific unit costs per function. $lease note that certain developers who design proprietary applications to advertise their own businesses may be eligible for free A$/ unit allocations. Agencies and developers of search engine marketing tools can apply for preferred AdWords A$/ pricing to receive free A$/ units. AdWords A"I )ser 8e.uirements 'he AdWords A$/ has its own 'erms and &onditions that a developer must agree to" which are separate from (and in addition to) the standard AdWords 'erms and &onditions. 'hese can be found on the AdWords A$/ site.

AdWords A"I #oo s and 8esources

,vervie- o$ AdWords A"I #oo s and 8esources 'he AdWords A$/ Service has a wealth of resources in addition to code documentation" to help developers get started .uickly. We provide open source client libraries and existing applications that can serve as the foundation for new applications. *urther" we offer a sandbox environment so developers can experiment without making changes to their account or using AdWords A$/ units. AdWords A"I In$ormation Sources #ou have five sources for AdWords A$/ information!

'he AdWords A$/ Developer uide is the technical reference for individuals building AdWords A$/ applications. 'he AdWords A$/ %elp &enter answers fre.uently asked .uestions about the AdWords A$/ offering. 'he Developer *orum offers a place to discuss the AdWords A$/ with fellow developers and members of the oogle AdWords A$/ team. 'he AdWords A$/ 4log hosts all AdWords A$/ announcements" tips" and program updates. All product changes and new version launches are announced on the blog. 'he AdWords A$/ Dailing -ist sends program announcements" updates" and launch notifications to your email address.

A4out the AdWords A"I Sand4ox 'he sandbox is a testing and development environment that replicates the functionality of the AdWords A$/ web services. #ou can use the sandbox to!

Develop and test applications without spending A$/ units (calls made in the sandbox are free) 'est logic that would modify your AdWords campaigns (changes in the sandbox never affect live campaigns) Develop an AdWords A$/ client library without having an AdWords account (using the sandbox only re.uires a oogle account) Develop against new or changed AdWords A$/ methods before the changes go live on the production service

-earn about AdWords A$/ Sandbox best practices. A4out AdWords A"I Code 8esources *or faster AdWords A$/ development" the AdWords A$/ Developer uide includes multiple client code libraries and samples. 'he client libraries provide a high2level view of AdWords A$/ functionality" making it easier to .uickly develop applications. +sing these resources allows you to accelerate your development and focus on your business needs.

#rou4 eshooting ! Best "ractices $or the AdWords A"I

#rou4 eshooting "ro4 ems -ith the AdWords A"I When developing an AdWords A$/" it's important to correctly follow all the steps to sign up and sign into an account. Always ensure you're using the correct version of the AdWords A$/ and following that version's access instructions" sign2in instructions" and correct developer token usage. /f you run into issues" be sure to read the %elp &enter *A;s or visit the AdWords A$/ oogle roup and pose a .uestion.