Account Navigation Overview

1. Campaign Management: Get a summary of your account’s performance, find useful tools for managing your campaigns, and edit your campaigns and ads through this tab. Sub-sections: Campaign Summary , Tools, Conversion Tracking, and Website Optimizer.

2. Reports: Create detailed reports on your account’s performance. Sub-sections: Report Center and Create Report.

3. Analytics: Set up advanced performance tracking reporting for AdWords and other online advertising channels. Sub-sections: Analytics Settings and View Reports.

4. My Account: View and edit your billing and account login information. Sub-sections: Billing Summary, Billing Preferences, Access, and Account Preferences. For qualifying advertisers, there may also be a Budget page.

5. My Client Center (MCC) account, also called a client manager account or MCC, is an umbrella account containing access to individual AdWords accounts and other client manager accounts. It acts as a shell account that links individual AdWords accounts in one location.

Starting Off Right_ Organization, Keywords, Placements and Ad Text

Campaign Strategy

should reflect a single, overarching goal

Some effective ways to organise your campaigns are by:

• Theme or product line (coffee products, tea products, gift baskets)

• Your website’s structure, such as by categories (purchase, learn, signup)

• Different brands (X, Y, and Z)

• Geography (New York, Chicago, and United States)

• Language (English, Spanish, German)

• Distribution preference (search engines only, content sites only, or both search and content)

• Budgets (different budgets per product line)

Starting Off Right_ Organization, Keywords, Placements and Ad Text

Ad Group Strategy

should be organised by common theme, product, or goal

Group by similar keywords

Starting Off Right_ Organization, Keywords, Placements and Ad Text

Selecting Keywords

Create a Keyword List

Step 1_ Expand

Step 2_ Group

Step 3_ Match

Step 4_ Scrub

Step 5_ Test and Refine

Starting Off Right_ Organization, Keywords, Placements and Ad Text

Writing Targeted Ad Text

• Include a call to action, such as buy, order, and purchase.

• Include keywords in your headline, since that’s what people are looking for.

• Relate your ad to offers that you make on your landing page

• Get to the point — fast. Include the most relevant information about your business first.

• Write multiple ads per ad group, and test the results.

Ad Formats Basics

• Image (and animated) ads

• Video ads

• Local business ads

• Mobile ads

Text Ads aren’t graphics based

Image and Video Ads don’t appear on the search network

Local Buinsess Ads and Mobile Ads don’t appear on the content network

Search and Contextual Targeting

Google Network

Includes the Search and Content Network

Search results pages only make 5% of pages viewed online

Search Network (Google and Search partner sites like AOL.com)

Content Network (YouTube, Gmail, Facebook, News International)

Default Setting – Both Opted-In

Appearance of Ads are uniform on the Search Network – Variable on the Content Network

Google Network

Includes the Search and Content Network

Search results pages only make 5% of pages viewed online

Search Network (Google and Search partner sites like AOL.com)

Content Network (YouTube, Gmail, Facebook, News International)

Default Setting – Both Opted-In

Appearance of Ads are uniform on the Search Network – Variable on the Content Network

Placement Targeting

Placement Targeting (Content Network)

Advertise Display and Text Ads on Specific Sites

Always fill the entire ad ‘placement’ space on the page

Combine with Keyword Targeting for refining Content Network Campaigns

CPM or CPC but eCPM is used for ranking Ads

Choose placements via Categories, Keywords, URLs, Demographics

Language & Location Targeting

When serving Ads Google will look at the User’s:

Google Domain & Query Parsing

IP Address – Region Bias and Google.com

Choose placements via Categories, Keywords, URLs, Demographics

International Targeting strategy – Campaigns for Language/Geography & AdGroups for Product Lines

Use Negative Matching for Regional Targeting

Use Match Types – Broad, Phrase, Exact and Embedded

Combining Keywords & Placements

A few rules:

Keywords do the work first – no site match, no ad served

‘Relevant pages across the entire network’ – keywords used to place on content network

‘Relevant pages only on the placements I target’ – keywords matched to selected Placement sites

Recommended Combination:

Keywords with placements + ‘Relevant pages only on the placements I target’

Pricing – Individual Placement Bid, Ad Group Placement Bid, Content Network Bid

Quality & Performance

Ad relevance & Quality

the ad’s usefulness

measured by the quality score

central to the CPC pricing model

Quality Score (QS)

Evaluates keyword relevance and ad usefulness – KEYWORD LEVEL

Calculated each time the keyword matches the search query

Influences actual CPC costs, Ad Ranking, First Page max bids needed

Based on :

Relevance of Ad Text

Keyword

Landing Page

Other Factors

higher QS = lower click COSTs + higher ad POSITIONs

Ensuring Relevancy to match user’s needs as closely as possible

Monitoring Quality

QS can fluctuate often due to search competition and the market

Keyword Analysis Page

Keyword Status

“Bid is below first page bid estimate of” - quality score is not high enough for the max bid

“Ads show rarely due to low Quality Score” - QS is too low

Click Through Rate

monitor, eliminate poor performing ads to increase CTR averages for the keywords in the group