1. AdWords Fundamentals

2. What you'll learn in this module:
Introduction to AdWords
Getting Started with AdWords
Targeting
Costs and Billing
Tracking Ad Performance
Optimizing Ad Performance
Account Performance Tools
Google Analytics

3. What is AdWords?
Google's powerful online advertising tool can help you reach new
customers and grow sales.
Important numbers:
- Initial release October 23, 2000
- $43.7 billion in 2012

4. Google and Google AdWords Basics
Google uses keyword based advertising to target your ads to users searching for
your product or service
The CTR helps determine whether your ad is effective
Google ads can be targeted to any language or location available worldwide.
There is no minimum spending limit with Google AdWords
AdWords allows an unlimited amount of changes to an account per month

5. AdWords Policies
Link Policy:
A Destination URL must:
Link to a working website
NOT link to website under construction
NOT require users to download software
Sites can not have pop-ups on the landing page
An example of an appropriate URL would be www.gmail.com

6. AdWords Policies
Editorial Policy:
only one exclamation point in ad text
If you can find the word in an online dictionary, it is probably ok

7. AdWords Policies
Image Ads Policy:
Text in image ads must adhere to editorial policy guidelines
A display URL is NOT necessary to include in an uploaded image
Image ads are NOT allowed to be rotated or inverted
Image ads must be rated family-safe only
Images must be clear and readable
No mock animated features may be included in an image ad

8. AdWords Policies
Google Invalid Clicks Policy:
Repeated manual clicking, use of click robots, or automated clicking agents or
tools are prohibited

9. Google's advertising networks
Google Search Network -
The Search Network includes Google
Search, other Google sites such as
Maps and Shopping, and hundreds of
non-Google search partner websites
(like AOL) that show AdWords ads
matched to search results.

10. Google's advertising networks
Google Display Network -
The Display Network includes a
collection of Google websites
(like Google Finance, Gmail,
Blogger, and YouTube), partner
sites, and mobile sites and apps
that show AdWords ads matched
to the content on a given page.

11. Getting Started with AdWords
AdWords is organized into three layers: account, campaigns, ad groups.
Account:
Your account is associated with a unique email address, password, and billing
information.

12. Getting Started with AdWords
Campaigns: Each campaign in your account has its own budget and settings that
determine where your ads appear.

13. Types of campaigns
Search Network only,
Display Network only,
Search Network with Display Select.
Campaign sub-types:
● Standard
● All features
Specialized campaign sub-type:
● Remarketing
● Ads in mobile apps

14. Getting Started with AdWords
Ad groups: Each ad group within a campaign contains a set of similar ads and
keywords that you want to trigger your ads to show.

15. Structuring your campaign

16. Ads
Different types of ads formats and ad extensions will be available for you to use
Approval process
Types of ad formats

17. Types of ad extensions (Manual)
App extensions
Call extensions
Location extensions
Review extensions
Sitelink extensions
Callout extensions

18. Keywords
Keywords also help
determine how much you
pay. Each of your keywords
has a maximum cost-per-
click bid amount (or "max.
CPC"), which specifies the
maximum amount you're
willing to pay each time
someone clicks your ad.

19. Selecting Keywords
2 – 3 word phrases
keyword tool
list plural variations,
synonyms, and
spelling variations
Keep lists small and
manageable
Use negative
keywords

20. Keyword Planner
Research keywords
Get historical statistics and traffic
estimates

21. Display Planner
Research targeting
methods
Get impression
estimates and
historical costs

22. Search ad formats
Text ads:
headline,
URL
description

23. Search ad formats
Ads with extensions:
phone number,
location,
links to other pieces of relevant
content

24. Placements
Sites across the Internet where your
ads can appear.

25. Display ad formats
Text ads
Image ads
Rich media ads
Video ads

26. Targeting your audience
Keyword targeting
Keyword match types
Negative keywords and keyword
exclusions
Contextual targeting: Match relevant site
content:
- Keywords
- Topics
Audiences:
- affinity audiences
- in-market audiences
Interest categories
Remarketing
Demographics

27. Targeting your audience
Managed placement targeting: Select specific websites and apps
Location and language targeting
Device targeting

28. Quality Score reported in your account is an estimate of the quality of your ads
and landing pages triggered by that keyword in auctions throughout the day.
Ad Rank determines the order in which your ad shows up on the page (also
known as ad position).
QS and Ad Rank

29. Quality Score
- expected clickthrough rate (CTR)
- ad relevance
- landing page experience
Each keyword gets a Quality Score on a
scale from 1 to 10, where 1 is the lowest
score and 10 is the highest.

30. Ad Rank
- bid amount,
- the components of Quality Score
- the expected impact of
extensions and other ad
formats.
video:
https://youtu.be/PjOHTFRaBWA

31. Costs and Billing
New AdWords advertisers might want to start small — between $5 and $50
Calculate average amount you might budget per day by dividing your monthly
budget by 30.4 (the average number of days per month)
AdWords can allow up to 20% more clicks in a day than your budget specifies

32. Pricing and Ranking
Cost-per-click (CPC): If you want to focus on clicks on your ads and drive traffic to
your website
- automatic CPC
- manual CPC
Cost-per-thousand impressions (CPM): If you want to focus on impressions
Cost-per-acquisition (CPA): If you want to focus on conversions

33. Different types of strategies
Maximize clicks
Target search page location
Target cost-per-acquisition (CPA)
Enhanced cost-per-click (ECPC)
Target return on ad spend (ROAS)
Target outranking share

34. Tracking Ad Performance
Quality and Performance Basics
Reports
Basic ROI and Conversion Tracking
Conversion Tracking

35. Google Analytics
Import Analytics goals and Ecommerce
transactions directly into your
AdWords account.
Import valuable Analytics metrics —
such as bounce rate, percentage of
new sessions, and pages/session —
into your AdWords account.
● Take advantage of enhanced
remarketing capabilities.
● Get richer data in the Analytics
multi-channel funnels reports.
● Use your Analytics data to
enhance your AdWords
experience.

36. Optimizing Ad Performance
Preparing to Optimize
Choosing Landing Pages
Account Optimization
Advanced Optimization Features
Optimizing Ad Position, Position
Preference
Specific Optimization Strategies
- Increasing Traffic/ Clicks
- Increasing Conversions
- Adjusting CPCs to Maximize ROI

37. Managing Client Accounts
My Client Center
Centralize and manage all your AdWords accounts
Useful for advertising agencies, search engine marketers, and automated bid
managers