Ad Words

Introduction to Search Engine Marketing and Online Advertising
A search engine helps users Iind the things they're looking Ior online. The user types a
word or phrase, called a query, into the search engine, which then displays a set oI results
that are relevant to the query.
Most search engines provide two types oI results listings in response to the same user
query: organic (also called "natural" or "Iree") listings, and paid listings (i.e.,
advertisements). Google keeps these two types oI listings separate, and ads are noted by the
phrase "Sponsored Links" appearing above them.
Most search engines rank the results within each type oI listing -- in other words, they
determine in what order to show the listings on the results page -- according to how
relevant the result is to the user's query, with the most relevant appearing at the top oI the
page.
Each search engine calculates relevancy in a diIIerent way Ior each type oI result (organic
and paid). This is one oI the main diIIerences between one search engine and another, and
it's a Iactor in many users' decisions about which search engine to use.
On Google, although both organic and paid results appear in response to the same user
query, the results are independent oI each other. The ranking oI an organic search result has
no bearing on the ranking oI any ads, and vice versa. This makes it possible Ior an
advertiser to perIorm well in the paid listings and have an ample online presence, even iI
their site isn't present in the top organic search results.
In Google's organic results, relevancy to the user's query is determined by over 200 Iactors,
one oI which is the PageRank Ior a given page. PageRank is the measure oI the importance
oI a page based on the incoming links Irom other pages. In simple terms, each link Irom
site A to a page on site B adds to site B's PageRank.
Google AdWords also uses a combination oI Iactors to rank paid listings, which will be
explained in depth later in this lesson.
How Search Engine Marketing Works
Each type oI listing -- organic and paid -- has a type oI marketing approach associated with
it.
Search engine optimization
Search engine optimization (SEO) involves building new websites, or changing existing
websites, so that they rank highly in a search engine's organic listings when users search on
terms that are related to the site's content. To learn about SEO Ior Google organic search
results, visit Google's Webmaster Central site.
Search engine marketing
Search engine marketing (SEM) is the process oI promoting and marketing a website
through paid listings (advertisements) on search engines.
In order to create an ad Ior a given search engine, you need to create an account with the
advertising product or branch oI that search engine. For Google, this product is AdWords.
AIter creating an account, you then create your ad and enter a list oI user search queries --
called "keywords" -- that can trigger your ad to be shown.
Ads on most search engines operate on a pay-per-click (PPC) model, meaning that you pay
only when a user clicks your ad, and not Ior the ad impression (the instance in which the ad
appears on the page). The other common pricing model in online advertising is cost-per-
thousand impressions (CPM), in which you pay per impression, not Ior any clicks on your
ad.
Site owners oIten choose to advertise their site instead oI, or in addition to, optimizing their
site Ior placement in the organic search results. Although it's necessary to pay Ior the clicks
your ads receive, advertising allows you to be proactive about when and where a listing Ior
your site appears. Creating an AdWords account takes minutes, and ads can run almost
immediately in response to keywords that you choose.
How Online Advertising Works
Although SEM reIers to placing ads just on search engines, online advertising as a whole is
much broader. The possibilities oI online advertising include placing ads on nearly any type
oI website or page a user might browse, such as news, blogs, reviews, entertainment, online
magazines, and marketplaces. In AdWords, these other sites make up the Google Display
Network.
Ads on the Google Display Network can be in a number oI Iormats, such as basic text ads,
graphical image ads in a variety oI sizes, audio streams, or interactive and video ads. You
can also choose many diIIerent targeting options Ior your ads: whether deIining the user's
device (a computer or a mobile phone) you'd like your ad to show on, or speciIying the
user's location, language, or demographic.
Online advertising oIIers so many options that it's useIul to deIine your advertising goals
beIore beginning. This can help you determine where to place ads (search engines, Display
Network pages, or both) and what Iormat oI ads to place, and also help guide your
budgeting decisions.
Direct Response vs. Branding in Online Advertising
Online advertising goals generally Iall into one oI two categories: direct response or
branding.
Direct response
II your goal is direct response, you'd like a user to perIorm an action aIter clicking through
your ad to your website: make a purchase, sign up to a newsletter, or request a quote, Ior
instance. The completion oI your desired action by the user is called a conversion.
To manage your online advertising strategy and costs, it's useIul to deIine a cost-per-
acquisition (CPA) that you'd like to achieve per conversion. You'll then be able to monitor
the perIormance oI your ads to ensure that they're meeting your CPA goals.
Branding
II your advertising goal is branding, your main reason Ior advertising online is to raise
awareness and visibility oI your product, service, or cause. To achieve this, you'll want to
aim to place your ads in Iront oI as many people as possible within your target audience.
Use cases
Although just about anyone could use online advertising Ior any reason, here are some oI
the best use cases:
O An online retailer without a physical store location:
Use online advertising to drive traIIic to your website. Show ads both in response to
relevant keywords on search engines and on Display Network webpages that your
target customers would be likely to visit.
O A small business that cannot aIIord expensive, traditional advertising methods:
Use online advertising to narrowly target your ads to a particular audience, and to
closely control your costs and track your return on investment (ROI).
O A large business that would like to build brand awareness:
Show image ads or multimedia ads on Display Network webpages that your target
audience is likely to spend time on.
Introduction to Google and Google AdWords
As a search engine, Google gathers and organizes a multitude oI inIormation Irom the
Internet, then makes this inIormation available to users throughout the world who are
searching online.
Users can visit the Google homepage or other Google properties, enter a search query
(terms related to inIormation they'd like to Iind) into the search Iield, and click "Google
Search." Google returns a variety oI search results -- including lists oI Iiles, articles,
documents, and websites -- that are all highly relevant to the query. (II a user clicks "I'm
Feeling Lucky," the user goes directly to the Iirst website or document in the Google search
results.) Users can also search Ior results within Google Images, News, and other
specialized Google services.
Search results appear on the leIt side oI the page. Google doesn't accept payment to place
websites or documents in search results. However, advertisers can purchase Google
AdWords ads, which appear on the right side oI the page, and sometimes above the search
results.
Google AdWords is Google's advertising program. AdWords lets you create simple,
eIIective ads and display them to people who are already searching online Ior inIormation
related to your business.
%he Benefits of AdWords Review an elearning
Because AdWords oIIers precise targeting and measurability, as well as tremendous reach,
it's possible to achieve a high ROI on a large scale. Let's take a closer look at each oI these
Iactors:
Relevance
One oI the biggest beneIits AdWords oIIers is the ability to precisely target ads to users
based on their interest, as well as a number oI other Iactors like location, language, and
demographic. The result is that the user sees highly relevant ads, which they are more likely
to click on. And because ads on search engines show only in response to a user's query, the
user is also more likely to be Iurther along in the buying cycle, and more likely to be ready
to convert.
Return on Investment (ROI)
Online advertising is thoroughly measurable, making it easy to tell whether or not you're
meeting your advertising goals. Every user's click is tied to a particular ad, keyword, and
search query, all oI which you can track and decide to improve whenever you like. II you
spot a trend, you can create, modiIy, or delete keywords, ads, and campaign targeting
selections within seconds. This allows you to be more responsive and more in control when
it comes to improving your ROI.
Reach
Every day, Internet users conduct millions oI searches on Google. When you use Google
AdWords, you have the opportunity to capture any segment oI that broad worldwide
audience that's actively looking Ior products, services, inIormation, and websites. By giving
your products or services a presence during relevant user searches, you're ensuring that
you're visible in a crucial point in the customer's buying cycle -- when the user is actively
searching Ior what you're oIIering.
Common AdWords %erms Review an elearning
Using Google AdWords Ior the Iirst time will introduce you to some new terminology.
Here are a Iew oI the most commonly used AdWords terms:
eyword
The keywords you choose are the terms or phrases you want to prompt your ad to appear.
For example, iI you deliver Iresh Ilowers, you can use "Iresh Ilower delivery" as a keyword
in your AdWords campaign. When a Google user enters "Iresh Ilower delivery" in a
Google search, your ad could appear next to the search results.
Placement
Like keywords, placements are another way Ior you to control where your ads appear. A
placement is usually a website where you'd like your ad to appear. For example, iI you
select www.example.com/sports as a placement, your ad could appear on that site.
Image ad
A graphical ad, which can be static or animated, that runs on the Google Display Network.
Also called a display ad.
Campaign & Ad Group
AdWords accounts are organized into campaigns and ad groups. You start with one
campaign, which has its own daily budget and targeting preIerences. You can have multiple
campaigns running and might choose to create one campaign Ior each product or service
you want to advertise. Within each campaign, you have one or more ad groups, which are
sets oI related ads, keywords, and placements.
Impression (Impr.)
The number oI impressions is the number oI times an ad is displayed on Google or the
Google Network. Monitor your impressions to see how many people your ad is shown to.
Click
II a customer sees your ad and clicks on it to learn more or to do business with you, it is
recorded in your account as a click. Monitor your clicks to see how many people choose to
enter your website Irom your ad.
Clickthrough Rate (C%R)
Your clickthrough rate (CTR) is a metric that helps show how your ads are perIorming. The
more relevant your ads are, the more oIten users will click on them, resulting in a higher
CTR. The system calculates your CTR as Iollows: Number oI ad clicks/number oI
impressions x 100.
Cost-per-click (CPC)
Under the cost-per-click (CPC) pricing model, AdWords charges you Ior each click your
ads receive. You won't incur any costs iI your ad is displayed and users don't click it. CPC
bidding is the deIault Ior ads running on Google and the Search Network. Most advertisers
also choose it Ior their campaigns that Iocus on getting a direct response Irom their
audience, whether a sale, sign-up, or other action.
Maximum cost-per-click (maximum CPC)
The highest amount that you are willing to pay Ior a click on your ad. You can choose to set
a maximum CPC Ior individual keywords or Ior all the keywords within an ad group.
Cost-per-thousand impressions (CPM)
With some campaigns, you can choose to pay Ior views oI your ad rather than clicks. The
maximum CPM is the most you're willing to pay Ior each thousand impressions, or views
oI your ad. CPM bidding is only available Ior campaigns that target the Display Network
and not Google search or search partner sites.
Quality Score
Quality Score is the basis Ior measuring the quality oI your keyword and ad and
determining your cost-per-clicks (CPCs). Quality Score is determined by your keyword's
clickthrough rate (CTR), relevance oI your ad text, historical keyword perIormance, and
other relevancy Iactors. The higher your Quality Score, the lower the price you'll pay per
click.
First page bid estimates
Your AdWords account will show a Iirst page bid estimate Ior each oI your keywords. This
metric estimates the cost-per-click (CPC) bid needed Ior your ad to reach the Iirst page oI
Google search results when the search query exactly matches your keyword. The Iirst page
bid estimate is based on the Quality Score and current advertiser competition Ior that
keyword.
Optimization
An optimization is the process oI creating/editing keywords and ad text (or adjusting other
parts oI the account) to improve the perIormance oI AdWords ads.
To learn about more common terms, visit our Iull Glossary.
Creating an AdWords Account Review an elearning
II you're new to online advertising, the Iirst step is to establish your advertising goals.
You'll probably Iind it easier to build your account once you can answer these questions:
1. What does your company (or division) do? Do you have diIIerent product lines?
What are they?
2. Who's your primary audience (target market) Ior your products and services? Do
you need to reach diIIerent audiences with separate sets oI keywords or ads?
3. What are you trying to sell or promote? What do you want people to do (buy, visit,
download, subscribe)?
4. What results would you like to see? What would you consider a good return on your
investment?
To sign up Ior an AdWords account, visit the AdWords homepage at
https://adwords.google.com. Click Start now to begin, then Iollow the guided steps to
complete your account setup.
II you have an existing Google Account, you'll be able to use that account Ior AdWords.
Note that any existing Google account you enter must not have previously been linked with
AdWords.
Note: When you set up an account, you're asked to select a permanent time zone and
currency Ior the account. Your time zone and currency settings can't be changed aIter you
set up your account, so please choose careIully.
AdWords Account Guidelines
In order to preserve the quality and diversity oI ads running on Google, individuals
advertising Ior themselves or Ior their own businesses may only have a single AdWords
account unless explicitly advised otherwise by Google.
This means that we don't allow advertisers or aIIiliates to have any oI the Iollowing:
O Ads across multiple accounts Ior the same or similar businesses
O Ads across multiple accounts triggered by the same or similar keywords
Only client managers (such as third parties or search engine marketers) who use a My
Client Center can have multiple AdWords accounts. All associated accounts must be linked
to the manager's MCC account.
Finding an Agency or Contractor
Many advertisers manage their own AdWords accounts, but others choose to have their
accounts managed by a Google AdWords CertiIied Partner. II you're looking Ior help, we
recommend that you use Google Partner Search, where you can speciIy your budget,
location, and the types oI services you're looking Ior in order to be matched with the
Google Advertising ProIessional who Iits your criteria.
Working with an Agency or Contractor
A client manager works with client accounts through the My Client Center (MCC)
program. The inIormation below describes how client accounts and client manager
accounts compare.
AdWords client accounts
II you've set up your own AdWords account and your client manager has linked your
account to his/hers, both you and your client manager have access to your account. You can
access your own account at any time and can unlink your AdWords account Irom your
client manager's at any time.
II your client manager sets up your AdWords account Ior you, then you should ensure that
your client manager does so under your personal sign-in email and password. That way,
you can also access and maintain control over your own account. Also, iI your sign-in
email is your own, we may periodically send you important updates concerning your
account.
Client managers can update campaigns, manage account tasks Ior their clients, and view
billing summary history inIormation Ior AdWords accounts. However, client managers
don't have access to proprietary client inIormation such as credit card inIormation.
Client manager accounts
Only a client manager has access to the client manager account. By extension, a client
manager will also have access to inIormation regarding all related accounts via My Client
Center. Like clients, a client manager can unlink a client account Irom his/her account at
any time.
Getting Help to Create Ads
You can use the Ad Creation Marketplace to get help with your ads. The Ad Creation
Marketplace oIIers a selection oI industry proIessionals who can provide script writing,
editing, production, and voice-over talent at an aIIordable package cost. You can access the
Marketplace Irom your AdWords account, and it's Iree to search Ior and send project bids
to specialists. You aren't under any obligation to work with them until you accept a bid.
ey Concepts of AdWords Account Management Review an elearning
There are six main tabs in an AdWords account: Home, Campaigns, Opportunities,
Reporting, Billing, and My account. Each tab may have one or more sub-pages, which
you can view by clicking the tab.
1. Home: This tab contains your Account Snapshot page, an easy-to-read summary
oI key account inIormation.

2. Campaigns: This is where you'll spend most oI your time when you're managing
your AdWords account. Here, you can create and edit campaigns, ads, keywords,
and Display Network placements. Get a quick sense oI your account's perIormance
over time by viewing the perIormance summary graphs and tables oI campaign
statistics.

3. Opportunities: This tab is a central location Ior keyword and budget optimization
ideas across your account. When you want to increase your traIIic or sales volume,
but are unsure oI the types oI changes you should make, this can be a good place to
start.

4. Reporting: II you're just getting started with AdWords, the Campaigns tab contains
all oI the reporting you'll need to track the success oI your ads, keywords, and
campaigns. To track the perIormance oI your website, the Reporting tab includes
access to Google Analytics. Learn more about your reporting options in the
measuring your perIormance section oI this guide.

5. Billing: Enter and change your billing details, see your entire billing history, as well
as print invoices.

6. My account: Control your personal inIormation, such as your login inIormation and
user preIerences. You can also invite a Iriend or colleague to manage your
AdWords account Irom here.

Navigating an AdWords Account
When you sign in to AdWords, here are a Iew keys to getting around:
%abs: To view or change the diIIerent parts oI your account, use the diIIerent tabs. The
Keywords tab is where you can add or edit keywords, as well as see perIormance statistics
or Quality Score inIormation. The Networks tab shows how your ads are perIorming on
Google, search partner sites, and the Google Display Network. The Settings tab is where
you can adjust your budget, bidding option, targeting, and other campaign-level settings.
Account tree: The "All online campaigns" column, called the account tree, makes it easy
to navigate between the campaigns and ad groups in your campaign. Because it's designed
to help you navigate through multiple campaigns, the account tree appears only when you
have two or more campaigns. II you have only one campaign in your account, you won't
see the account tree.
Help: In-context help articles appear on every screen to give you answers in the right place
at the right time.
The Iollowing diagram shows the diIIerent parts oI an AdWords account.
Account
Unique email address
Password
Billing inIormation

Campaign Campaign
Daily budget
Location targeting
Language targeting
Distribution preIerence
End dates

Daily budget
Location targeting
Language targeting
Distribution preIerence
End dates

Ad group Ad group Ad group Ad group
One set oI keywords and
placements
One or more ads
placements
One or more ads

placements
One or more ads
placements
One or more ads

About Billing Preferences and Billing Summary
To view your billing preIerences and billing summary, go to the Billing tab oI your
account.
These billing pages display all inIormation related to your account payments. You can view
your method oI billing and Iorm oI payment. You also can edit the payment details (such as
payment method) and change your billing address or contact phone number. You may also
enter any promotional codes you may have received.
About Account Preferences
To view or change your account preIerences, go to the My account tab and select Account
preferences.
On the account preIerences page, you can:
O Edit your username, password, and display language
O Decide which notiIications you'd like to receive (such as newsletters) and how you'd
like to receive them
O Edit your primary business type.
O Edit your Google Analytics auto-tagging capability
O Review the AdWords Terms and Conditions

%ry it Now: Account Preferences
Learn how to view and update account preIerences.
Instructions: Follow the instructions below to view and modiIy account notiIication
preIerences.
1 Slgn ln Lo your AdWords accounL aL hLLps//adwordsgooglecom
2 lrom Lhe My account Lab dropdown menu selecL Account preferences
3 llck -ot|f|cat|on sett|ngs along Lhe lefL slde of Lhe page
4 n Lhe a|| column cllck any llsLed seLLlng youd llke Lo change and selecL Lhe deslred
opLlon from Lhe dropdown menu LhaL appears
Questions to consider:
1 Why are some seLLlngs unavallable for opL ouL?
2 8egardless of accounL preferences wlll an adverLlser recelve an emall noLlflcaLlon lf a
bllllng lssue causes an ad Lo sLop runnlng?
3 Whlch noLlflcaLlon Loplcs are deslgned Lo help adverLlsers lmprove accounL performance?

Monitoring AdWords Accounts
All critical account alerts related to payment problems, pending budget end dates, credit
and bank card expirations, ad disapprovals, and other issues that will cause your ads to stop
showing are displayed in the Campaigns tab, at the All Online Campaigns level. These
critical alerts will also be sent to your designated Google Account email address.
The Notification Preferences page makes it easy to change your alert settings (to receive
non-critical account alerts, or to block all alerts). This page also provides an easy way to
opt in to additional communications such as newsletters, special oIIers, and market
research.
Here's how to set your preIerences Ior receiving alerts and other communications:
2 WlLhln Lhe My AccounL secLlon selecL AccounL references and cllck Lhe llnk for
-ot|f|cat|on references
3 n Lhe noLlflcaLlon references page youll see alerL caLegorles for 8llllng ulsapproved
ads and ampalgn malnLenance lssues as well as llsLlngs for a range of nonalerL
communlcaLlons offerlng useful lnformaLlon
4 lor alerLs deslgnaLe wheLher you wanL Lo recelve alerLs onllne (aL your AccounL SnapshoL
page) by emall (aL your reglsLered Coogle AccounL address) or boLh lor each dellvery
meLhod use Lhe dropdown menus Lo choose All alerLs nly crlLlcal alerLs or none
(Lo recelve no alerLs)
3 lor nonalerL communlcaLlons check Lhe boxes Lo recelve emalls wlLh newsleLLers
cusLomlzed help markeL research and speclal offers
6 llck Save Changes Lo save your preferences and begln recelvlng alerLs and oLher
communlcaLlons based on your selecLlons
You can return to the Notification Preferences page whenever you want to change your
alert and communications preIerences.

%ry it Now: Set an Alert
There are a number oI ways you can monitor campaign perIormance, including setting up
custom alerts. A custom alert will notiIy you when certain changes and/or behaviors occur
within your campaign and ad groups.
Follow the instructions below to set an average position alert.
1. Sign in to your AdWords account.
2. Select a campaign and ad group.
3. Navigate to the eywords tab Ior this ad group.
4. From the Alert drop-down menu, select Create a custom alert.
5. For the alert type, select Avg. Position and Changes Irom the drop-down menu.
6. Choose - Irom the-drop down menu and enter 3 as the change amount.
7. Apply to every keyword in the ad group.
8. Click Create.
1. II you're alerted that the average position Ior a given keyword has shiIted down
more than three positions, what actions might you take to improve the ad position?
2. What other keyword level alerts might be useIul to you?
3. What alert triggers are available at the ad group level?

%roubleshooting AdWords Account Issues
Account access issues
II you are having trouble accessing an account, visit the account access troubleshooter. This
tool explains what to do iI you Iorget your password, login email address, or customer ID.
Billing issues
We ask that all billing issues are directed to this online troubleshooter.
Advertisers should include as much inIormation as possible to help AdWords
representatives identiIy the issue. However, credit card numbers, bank account
information, and/or AdWords account passwords should never be sent via email.

%roubleshooting Campaign Issues
A common problem advertisers Iace with their campaigns is consistently meeting their
daily budget, and missing potential impressions as a result.
II you regularly meet your daily budget, you may be missing out on additional impressions.
To address this, you should evaluate your current return on investment along with your
keywords' perIormance statistics. II a particular campaign is meeting its goals and
perIorming well, you might consider increasing your budget to ensure there's no missed
potential. Try looking at the recommended budget on the Settings tab Ior guidance. You
can view the recommended daily budget Ior your campaign by clicking Edit next to the
Budget Iield, and then the + to see any budget recommendations.
Campaign Best Practices Review an elearning
Every account starts with a single campaign. Each campaign -- whether you have one or
multiple -- should reIlect a single, overarching goal. When building a campaign, ask
yourselI "What do I want to achieve with this campaign?" Your answer might be to target a
certain audience, sell more products, increase signups, or bring in more leads.
Some eIIective ways to organize your campaigns are by:
O @heme or producL llne (coffee producLs Lea producLs glfL baskeLs)
O our webslLes sLrucLure such as by caLegorles (purchase learn slgnup)
O ulfferenL brands (x and Z)
O Ceography (new ork hlcago and unlLed SLaLes)
O anguage (Lngllsh Spanlsh Cerman)
O ulsLrlbuLlon preference (search englnes only ulsplay neLwork slLes only or boLh search
and Lhe ulsplay neLwork)
O 8udgeLs (dlfferenL budgeLs per producL llne)

Creating New AdWords Campaigns
You can create a new campaign at any time. Follow these steps to create a new AdWords
campaign:
1 Slgn ln Lo your accounL aL hLLps//adwordsgooglecom
2 f Lhls ls your flrsL campalgn cllck Create your f|rst capa|gn f Lhls lsnL your flrsL
campalgn look for Lhe -ew capa|gn buLLon on Lhe ampalgns Lab
3 oull be Laken Lo Lhe Sett|ngs Lab of your campalgn Lo begln chooslng your campalgn
seLLlngs
4 name your new campalgn Lhen selecL your oLher seLLlngs audlence language and
locaLlon neLwork seLLlngs blddlng and budgeL opLlons and any avallable advanced
seLLlngs llck Save and cont|nue
3 lollow Lhe remalnlng lnsLrucLlons on your screen Lo enLer your ads keywords and
placemenLs
Editing Existing Campaigns
Once you've Iinished creating a campaign, you can adjust the settings or update the
contents at any time. To adjust the campaign settings, such as location targeting and
bidding options, click the Settings tab within a campaign. To update the contents oI a
campaign, or its name or status (paused, enabled, deleted), navigate to the Campaigns tab.
From the Campaigns tab, you can make bulk edits or inline edits. Both editing methods are
described below.
Editing more than one campaign at a time
1 Slgn ln Lo your AdWords accounL aL hLLp//adwordsgooglecom
2 navlgaLe Lo Lhe ampalgns Lab AL Lhe Lop of Lhe campalgn Lable youll see a seL of
buLLons and dropdown menus
4 + -ew capa|gn llck Lhls buLLon Lo creaLe a new campalgn

4 d|t Pover over Lhe lLem youd llke Lo edlL lncludlng your budgeL and make Lhe
changes lnllne

4 Change status SelecL Lhe campalgns youd llke Lo pause enable or deleLe and
choose Lhe relevanL opLlon ln Lhe hange sLaLus dropdown

4 More act|ons @hls dropdown offers several oLher opLlons for your campalgn
Lable lncludlng Lhe ablllLy Lo download campalgns or sLaLlsLlcs lnLo varlous
formaLs
Editing inline
This option lets you quickly edit a single campaign's name, status, or budget. Just hover
over a table row to highlight it and expose the editable Iields. Then, just click on a Iield to
edit it.
O Status dropdown llck on Lhe dropdown menu nexL Lo Lhe campalgn name SelecL
Lnabled or aused Lo change Lhe sLaLus of your campalgn

O -ae llck on Lhe pencll lcon nexL Lo Lhe campalgns name and youll be able Lo edlL Lhe
name rlghL Lhere f you cllck dlrecLly on Lhe name youll acLually navlgaLe lnLo Lhe
campalgn so youll end up on Lhe Ad groups Lab for LhaL campalgn

Editing Campaign Settings
Campaign settings are used to deIine where your ad groups can run, who will see your ads,
and how you'll pay Ior them. Here's how to edit campaign settings:
2 llck Lhe name of Lhe campalgn you wanL Lo ad[usL
3 n Lhe Sett|ngs Lab edlL Lhe seLLlngs youd llke Lo change oull need Lo cllck Save afLer
each change
These are the settings you can edit Irom the Campaigns tab:
Locat|ons ou can LargeL your ads Lo almosL any seL of locaLlons lncludlng counLrles LerrlLorles
reglons clLles and cusLom areas lor example you could LargeL speclflc reglons wlLhln Lhe unlLed
SLaLes and a few large Lngllshspeaklng clLles ln Lurope ou can vlew or edlL your LargeLlng
opLlons from Lhe Sett|ngs Lab for your campalgn
Languages When deLermlnlng where Lo show your ads Lhe AdWords sysLem looks aL a users
Coogle lnLerface language seLLlng Lo see lf lL maLches one of Lhe languages LhaL your campalgn
LargeLs lor example only users whose Coogle lnLerface language ls Spanlsh wlll see ads ln a
campalgn LargeLed Lo Spanlsh
-etworks and dev|ces @hese seLLlngs deLermlne where on Lhe nLerneL and on whlch Lypes of
devlces your ads wlll appear n Coogle search and search parLners your ads may appear
alongslde or above search resulLs as parL of a resulLs page as a user navlgaLes Lhrough a slLes
dlrecLory or on oLher relevanL search pages n Lhe ulsplay neLwork ads are LargeLed
auLomaLlcally Lo Lhe conLenL and u8 of each page ou can also choose Lo have your ads appear
on deskLop and lapLop compuLers lhones and oLher moblle devlces wlLh full nLerneL browsers
or boLh
8|dd|ng opt|on 8aslc blddlng opLlons lnclude auLomaLlc blddlng and manual maxlmum
blddlng WlLh boLh of Lhese opLlons your bld ls Lhe amounL youre wllllng Lo pay for a cllck on your
ad our blddlng opLlon along wlLh your budgeL ls one of Lhe ways you conLrol Lhe cosL of your ad
campalgn
8udget @hls ls Lhe amounL youre comforLable spendlng on AdWords adverLlslng each day nce
your accounL ls runnlng you can ad[usL your budgeL aL any Llme
Ad schedu||ng @hls seLLlng leLs you speclfy cerLaln hours or days of Lhe week when you wanL your
AdWords ads Lo appear ou can also ad[usL blds for your ads durlng cerLaln Llme perlods
Ad rotat|on @hls selecLlon deLermlnes how ofLen we dellver your acLlve ads ln relaLlon Lo one
anoLher wlLhln an ad group
O Cpt||ze (defau|t) @he sysLem wlll favor ads LhaL have a comblnaLlon of a hlgh cllck
Lhrough raLe (@8) and CuallLy Score @hese ads wlll enLer Lhe ad aucLlon more ofLen and
your ads wlll roLaLe unLll Lhe ad wlLh Lhe beLLer cllckLhroughraLe sLarLs Lo show more
frequenLly
O kotate Lach of your ads wlll enLer Lhe ad aucLlon an approxlmaLely equal number of
Llmes Slnce ads wlLh lower @8s are Lhen able Lo show more ofLen chooslng Lhls opLlon
mlghL lower your average poslLlon and resulL ln fewer relevanL cllcks
Irequency capp|ng (ulsplay neLwork only) @hls seLLlng llmlLs Lhe number of Llmes your ads
appear on Lhe ulsplay neLwork Lo a unlque user

%ry it Now: Edit at the Campaign Level
Once campaigns are created, they can be edited at any time.
Follow the instructions below to edit an existing AdWords campaign.
1. Sign in to an account in the Adwords system.
2. Mouse over the name oI the Iirst campaign.
3. Click the pencil icon to edit the campaign name.
4. Click cancel.
5. Click on the campaign name to see all oI the ad groups within that campaign.
6. Go to the Settings tab.
7. Edit the demographics to exclude Ages 0-17.
8. Click cancel.
1. Can more than one campaign be edited at the same time? II so, how?
2. What is inline editing?
3. Are demographic options available Ior campaigns that are only running on the
Search network?
. Ad Croup Management Basics
Introduction to Ad Group Management
Key Conceptx of AJ 0roup Munugement
The Ad groups tab is a Iast way to see and edit details oI all the ad groups in your AdWords
account. This tab shows you not just ad groups Irom one single campaign, but Irom all
campaigns.
The Ad groups tab is Iound on the All online campaigns page oI your account, and at the
individual campaign level. It starts with a customizable graph oI the overall perIormance oI
your ad groups. Click Change Graph Options to see data points like clicks, impressions,
and average position.
Below the graph you'll see columns Ior these items:
O Ad group
O ampalgn
O SLaLus (showlng wheLher an ad group ls ellglble paused or deleLed)
O SLaLlsLlcs (lncludlng cllcks lmpresslons and oLher relevanL deLalls)
O Maxlmum blds for search and Lhe ulsplay neLwork
Click the name oI any ad group or campaign to go directly to the detail page Ior that ad
group or campaign. Click any column header to sort by that topic. For instance, click the
"Ad group" column to sort alphabetically by ad groups, or click the "Impressions" column
to sort your ad groups Irom most impressions to least. (Click the header again to reverse the
order and see them Irom Iewest impressions to most.)
Next to the name oI each ad group you'll see an icon to indicate that the ad group is enabled
(green dot), paused (gray bars) or deleted (red x). To change that status, click the icon and
choose a new one Irom the drop-down menu that appears.
To change the name oI any ad group, mouse over the current name and then click the pencil
icon which appears. You can rename the ad group right on the spot. You can also edit ad
group deIault bids by clicking directly on the amount and then entering a new one right in
the same box. Want to edit more than one ad group on this page? Click the check box next
to each ad group, then select "Edit" Irom the row oI buttons just below the ad groups graph.
To add keywords, placements, or new ads to an ad group, click the name oI the ad group
here and you'll be taken through to the detail page Ior that ad group, where you can work
with the normal Keywords, Networks and Ads tabs Ior that ad group.
Creating and Editing Ad Groups
Creutlng AJ 0roupx
Ad group creation takes place within the context oI the tabs in your account. This means
that you'll set up the components oI the ad group on the same tabs where you also view or
edit them, so you'll know where to go iI you want to go back later and make edits. You can
stop in the middle oI the creation Ilow or skip a step and then return later to Iinish. II you're
not interested in the extra guidance, you can choose to set up your ad group all on one page.
This option is explained in the Iorth step below.
Here's how to create an ad group:
2 n Lhe A|| on||ne capa|gns page cllck Lhe name of Lhe ad campalgn LhaL wlll conLaln
your new ad group
3 llck Lhe + -ew ad group llnk LhaL ls [usL above Lhe buLLons aL Lhe Lop of Lhe ad group
Lable
4 AL Lhls polnL you can choose Lo creaLe your ad group ln Lhe conLexL of Lhe Labs ln your
accounL (well walk you Lhrough Lhe sLeps) or you can cllck Lhe Sw|tch to onepage for
llnk whlch wlll leL you flll ln all Lhe relevanL lnformaLlon on one page
3 f you wanL conLlnue ln Lhe conLexL of your accounL name your new ad group llck Save
and cont|nue
6 oull be Laken Lo Lhe Ads Lab hoose Lhe Lype of ad you wanL Lo creaLe flrsL Lhen
follow Lhe lnsLrucLlons Lo creaLe your ad and your desLlnaLlon u8 llck Save and
cont|nue @he sysLem wlll check your ad Lhen Lake you Lo Lhe nexL page
7 oull flnd yourself on Lhe keywords Lab of your ad group LnLer keywords ln Lhe Add
keywords LexL box ou can also use Lhe keyword Lool Lo flnd and add new keywords
8 8efore savlng your keywords enLer your search defaulL bld and auLomaLlc placemenLs
defaulL bld for Lhls ad group @he bld secLlon wlll lndlcaLe or M dependlng on whlch
blddlng meLhod you have chosen for Lhls campalgn llck Save and f|n|sh @he sysLem wlll
check your keywords and Lhen show you your keywords Lable
Your new ad group is now active. The ads in this new ad group are available to begin
running on the keywords you've chosen. To add managed placements to this ad group, click
the Networks tab.
Jltlng AJ 0roupx
On the Campaigns tab oI your account, you can edit an ad group's name, status (paused,
enabled, and deleted), and deIault bids.
2 n Lhe Capa|gns Lab cllck Lhe campalgn conLalnlng Lhe ad group you wanL Lo work wlLh
3 SelecL Lhe Ad groups Lab
4 SelecL Lhe checkboxes nexL Lo Lhe ad groups youd llke Lo edlL and cllck Lhe d|t buLLon
now you can edlL Lhe name sLaLus and ad group defaulL blds
3 nce youve made your change cllck Save
Shortcut: Edit your ad group inline by moving your cursor over certain cells in your ad
group table. Here are a Iew options:
O -ae llck on Lhe pencll lcon nexL Lo Lhe ad groups name and youll be able edlL Lhe
name rlghL Lhere f you cllck dlrecLly on Lhe name youll acLually navlgaLe lnLo Lhe ad
group
O Defau|t b|d llck Lhe ad groups and M bld and choose a new amounL
O Status llck Lhe sLaLus lcon (a green doL red cross or pause symbol) Lo selecL a new
sLaLus for LhaL campalgn Lnabled aused or ueleLed
llck Lhe + -ew ad group buLLon Lo creaLe a new ad group ln your campalgn Lher seLLlngs such
as locaLlon LargeLlng and blddlng opLlons are conLrolled aL Lhe campalgn level ln your campalgn
seLLlngs earn how Lo edlL Lhe componenLs of an ad group ln separaLe help arLlcles ads
keywords and placemenLs
Ad Group Monitoring & %roubleshooting
Monltorlng AJ 0roupx
To monitor your ad group perIormance, Iirst visit the Home tab in your account. The Home
tab provides a comprehensive source oI key inIormation. It Ieatures:
O mporLanL alerLs and sLaLus updaLes
O A performance overvlew wlLh conflgurable sLaLlsLlcs and graphs for your adverLlslng cosLs
cllcks lmpresslons @8 converslon raLe and more
O lnks Lo helpful Llps and oLher resources Lo help you geL Lhe mosL ouL of AdWords
For a more granular look at your ad groups, use the Ad groups tab to monitor speciIic
elements oI each ad group. Within the Ad groups tab, you'll notice a perIormance
summary graph that lets you chart two metrics at once over a selected date range. This will
provide you with a quick look into how your statistics have changed over time.
ry lt Now: AJ 0roup Ievel utu Interpretutlon
There are multiple ways to monitor account perIormance. At the ad group level,
perIormance can be viewed using conIigurable statistics and graphs.
Follow the instructions below to view the perIormance oI a given ad group.
2 Co Lo Lhe Ad groups Lab for a glven campalgn
3 SelecL an ad group by cllcklng lLs name ln Lhe Lable
4 SeL Lhe daLe range Lo Lhe lasL monLh
3 llck Lhe graph buLLon ln Lhe Loolbar above Lhe Lable Lo expand Lhe graph opLlons panel
6 hoose C||cks as your prlmary meLrlc lor your comparlson meLrlc choose Ipress|ons
(mpr)
1 Are Lhe Lwo llnes well correlaLed?
2 Are Lhere lrregularlLles ln performance over Lhe lasL LhlrLy days?
3 user querles lmpacL Lhe number of lmpresslons for Lhls ad group uo lmpresslons vary by
day of week?
Coogle Advertising Fundamentals Exam
. AdWords Ad Formats
. Uverview of Ad Formats
AdWords %ext Ad Basics
ext AJ Key Conceptx
As a rule, all AdWords advertising should Iollow the same Iundamental principles. Ads
should:
O learly and accuraLely represenL your slLe
O Lmphaslze Lhe unlque beneflLs of your producL or servlce
Text ads are the most basic type oI AdWords ad. They're sometimes known as "sponsored
links" because the title links to a website.
Text ads may appear on Google, search partners, or the Google Display Network. On
search sites, part oI the ad text appears in bold whenever it matches or nearly matches a
user's search query.
For most languages, text ads can contain, including spaces, 25 characters Ior the title, 70
characters Ior the ad text, and 35 characters Ior a display URL. On Google, this is displayed
on Iour lines: a title, two lines oI ad text (each with 35 characters), and a URL line.
However, the Iormat may diIIer on Google partner sites.
AdWords Image Ad Basics
Imuge AJ Key Conceptx
AdWords image ads are graphical ads that can be static (motionless) or animated. These
ads appear on select Display Network sites (not search sites) in the Google Network which
have opted in to the image ads program. Most sites on the Google Display Network support
image ads.
Image ads combine two powerIul Ieatures -- graphics and proven AdWords targeting
technology. This gives advertisers the power oI pictures along with the precision oI
matching ads to related Display Network sites.
See a list oI Irequently asked questions about image ads.
Creutlng Imuge AJx
To create an image ad, Iirst veriIy that your campaign is opted into the Google Display
Network (image ads can only run on Google Display Network placements). Then, create an
image ad by visiting your ad group's "Ads" tab and opening the "New ad" drop-down
menu. II you already have an image prepared, select "Image ad." You'll be prompted to
upload your image and select a display and destination URL.
When you upload your image, providing descriptive image names will help simpliIy your
reporting and communication with our client services team. Here are a Iew restrictions and
tips Ior naming your ad images:
O uonL exceed 30 characLers
O nclude an lmage descrlpLlon
O nclude Lhe campalgn or ad group name
II you don't already have an image prepared, select "Display ad builder" Irom the drop-
down menu. This tool will help you build an image ad Irom one oI our dozens oI
proIessionally designed templates. See a list oI Irequently asked questions about the
Display Ad Builder.
Note that your image ads will not start running until they are reviewed and approved per
our advertising policies. Since this review may take a Iew days, please take that into
account when waiting Ior your ad to appear.
AdWords Video Ad Basics
AJWorJx VlJeo AJ Buxlcx
II you're thinking seriously about reaching an online video audience and you have speciIic
campaign objectives Ior the online video and entertainment space, you can work with
Google, YouTube, and our publishing partners to do more integrated promotions that are
built exclusively with a video content audience in mind. Online video is one oI the largest
areas oI media consumption, with an audience oI hundreds oI millions who are open and
accustomed to viewing advertisements in video content.
Video placements can help you expand your brand reach across a large demographic oI
global users who are eager to view, share, and create new video content online. Video ads
provide users with a rich and engaging advertising experience that can supplement a web
video's content, or advertise a product or service that is relevant to users watching video
content. This results in enhanced online branding and cross-promotional advertising
campaigns.
VlJeo AJ Key Conceptx
Appearance
Video ads may appear in, with, or around video content, depending on the ad Iormat.
Content providers must opt in to showing speciIic video ad Iormats beIore video ads can
appear on their site. How the video ad will appear to users, and how they will interact with
the ad, depends on the video Iormat:
O @o see lnsLream graphlcal and LexL overlay vldeo ads samples LhaL have appeared on
Coogle ulsplay neLwork webslLes see Lhese vldeo ad demos
Ad creation
You'll need to use the Display Ad Builder to create a video ad.
Pricing
You may choose CPC or CPM pricing depending on the video ad Iormat.
%argeting
You must target your ads to the Google Display Network Ior your ads to appear. They will
not appear in Google search results. You also have the ability to target your video ads
internationally, nationally, or locally by language or country. You can also use placement
targeting to target your video ads to users browsing certain categories oI content, or to
speciIically target only certain sites.
Creutlng VlJeo AJx wlth lxpluy AJ BullJer
The Display Ad Builder is a quick an easy way to create visually creative ads (including
video ads) that will engage your audience. BeIore you can create video ads, Iirst make sure
your campaign is set to show ads on the Google Display Network. Then, to create a new ad
Irom within your AdWords account:
1 lrom Lhe Ads Lab selecL -ew ad and Lhen D|sp|ay ad bu||der from Lhe dropdown menu
2 SelecL a dlsplay ad LemplaLe wlLh a vldeo formaL
3 ompleLe Lhe requlred flelds of Lhe LemplaLe lncludlng uploadlng any asseLs or selecLlng a
prevlously uploaded asseL
4 Save your ad
Integrutlng VlJeo AJx Into Cumpulgnx
To create a successIul video ad campaign, remember that your campaign settings are
crucial. Here are some things to keep in mind when designing your video campaign:
Placement and keyword targeting
Video ads will only be shown on the Google Display Network, not on Google search
results. Content providers must opt in to showing speciIic video ad Iormats beIore they can
appear on their site.
You can choose to serve your video ad on speciIic sites in our network, or use keywords to
target your ads to pages that relate to your product or service:
O f youre uslng managed placemenLs selecL slLes or caLegorles LhaL you know your LargeL
audlence wlll flnd lnLeresLlng We recommend LhaL you LargeL aL leasL 10 slLes lf posslble
@hls wlll help ensure your ads vlslblllLy and can allow you Lo [udge your ads relaLlve
performance more easlly
O f youre runnlng a keywordLargeLed campalgn lLs lmporLanL Lo have LlghLly Lhemed ad
groups LhaL only conLaln keywords LhaL relaLe Lo a speclflc Lheme or Loplc
Language and location targeting
You have the ability to target your video ads internationally, nationally, or locally. Focus
your advertising on only those regions where you conduct business. II your ad is tailored to
a particular area, use geo-targeting to control where the ad is shown. This way, you can
ensure your ad is being seen only by your desired audience.
Pricing
As with our other ad Iormats, you can choose to bid on a cost-per-click (CPC) or cost-per-
thousand impressions (CPM) basis Ior your video ads by creating either a keyword-targeted
campaign (to use CPC bidding) or a placement-targeted campaign (to use CPC or CPM
bidding).
How much you'll pay depends on which pricing model you choose:
O Costperc||ck r|c|ng (CC) 1ext Cver|ay InV|deo C||ckto|ay

f you choose Lo LargeL your LexL ads Lo Lhe ulsplay neLwork or Lo vldeos wlLhln Lhe ulsplay
neLwork you can choose prlclng @hls means youll seL a maxlmum bld for each cllck
on your ad and seL a budgeL llmlL for overall spendlng for Lhe campalgn conLalnlng Lhose
keywords oull pay when a cllckLhrough leads users Lo your webslLe noL when a user
cllcks on your vldeo ads openlng lmage or play buLLon

xap|e ou choose Lo pay a maxlmum of uS$003 per cllck for each of flve
keywords ln an ad group ou seL a dally budgeL of uS$100 for Lhe campalgn whlch
conLalns only Lhls ad group Any or all of your keywords may recelve cllcks aL a cosL aL or
below uS$003 each unLll your campalgn accrues uS$100 ln a day (or uS$3000 per
monLh)
O Costperthousand|press|ons r|c|ng (CM) 1ext Cver|ay InStrea InV|deo C||ck
to|ay

f you choose M prlclng (allowed only ln campalgns LhaL donL LargeL search) youll pay
for lmpresslons of your openlng lmage raLher Lhan plays of your vldeo
Select bid amounts that you're comIortable with. II you're not getting many impressions, try
increasing your bid to improve your visibility. As with all AdWords ad Iormats, video ads
will compete Ior available positions on the Google Display Network with text and other
display ads. Higher bids can help your video ad show over the competition and win ad
placement.
AdWords Mobile Ad Basics
Just like the text, image and video ad Iormats that appear on desktop computers, mobile ads
are an ad Iormat designed speciIically Ior mobile phones. To Iit on the small mobile screen,
mobile ads are smaller than their desktop counterparts. They come in both the text and
image variety.
When users are browsing the Internet on their phones, mobile ads appear when they search
on Google.com, as well as browse our Mobile Display Network -- that is, mobile websites
that host Google ads. Just as with desktop-based image ads, mobile image ads are only
eligible to appear on the Mobile Display Network.
Mobile ads must lead to a mobile website. You can also choose to add a 'Call' link to the
end oI your mobile text ads, so users can call immediately instead oI visiting your mobile
website.
As the mobile phone market evolves, it's important to note that mobile devices with Iull
Internet browsers, like the iPhone, are designed to display Iull Internet pages, just like
desktop computers. ThereIore, they display standard AdWords text, image, and video ads --
not the mobile ad Iormat discussed in this lesson. Learn more about how to target Iull-
browser mobile devices.
BeIore you create a mobile ad, please note that we recommend creating a separate
campaign just Ior your mobile ads and settings. This will allow you to monitor and
optimize the perIormance oI your mobile ads.
Then, to create a new mobile ad Irom within your AdWords account:
1 SelecL Lhe campalgn and Lhen Lhe ad group ln whlch you wanL Lo creaLe a new ad 8e sure
Lo do Lhls flrsL Lhe moblle ads opLlon wlll only appear lf your campalgn ls LargeLlng a
counLry where we offer moblle ads
2 llck Lhe -ew ad dropdown aL Lhe Lop of Lhe Lable and choose Mob||e ad
3 llll ouL Lhe flelds as needed
4 llck Save ad
ry lt Now: Vlew Moblle AJ Formutx
Mobile ads are designed speciIically Ior mobile phones. Once you've reached a user
searching on a mobile phone, it's important to direct them to a mobile website. Advertisers
can reach users using both text and image ads.
Follow the instructions below to create a mobile image ad.
1 Slgn ln Lo AdWords
2 navlgaLe Lo a campalgn and cllck Lhe Ads Lab
3 lrom Lhe -ew ad dropdown menu choose Mob||e ad
4 SelecL an ad group for Lhls new ad
3 hoose Lhe WA |age ad opLlon
6 8efore you cllck Lhe Choose f||e buLLon roll over Lhe formaL speclflcaLlons quesLlon mark
lcon
7 Make ad[usLmenLs Lo your lmage lf necessary
8 llck Choose f||e and navlgaLe Lhe flle you wlsh Lo upload
9 rovlde a dlsplay u8 and desLlnaLlon u8
10 llck Save ad Lo flnlsh
O WhaL opLlons are avallable for LargeLlng speclflc moblle carrlers?
O WhaL markeLlng ob[ecLlves wlll beneflL mosL from Lhe use of moblle ads?
O s ulsplay neLwork LargeLlng requlred Lo run an moblle lmage ad?
O Pow wlll geographlc LargeLlng lmpacL ad lmpresslons for a moblle campalgn?
Rich Media Display Ad Basics
lch MeJlu AJ Formutx Key Conceptx
Appearance
Rich media ads include video ads, Flash animated ads, and ads that mix text and animated
content and designs to more actively engage a web user. Content providers must opt in to
showing speciIic rich media ad Iormats or sizes beIore these ads can appear on their site.
How the ad will appear to users, and how they will interact with the ad, depends on the
video Iormat:
O Ildeo ou can creaLe lnsLream or cllckLoplay vldeo ads uslng Lhelr unlque LemplaLes
O AnlmaLlon/lmage ou can selecL mulLlple lnLeracLlve LemplaLes LhaL allow you Lo
showcase lmages or seL unlque desLlnaLlon u8s per lmage
You can Iind the templates to create a Rich Media Ad in the template gallery oI the the
Display Ad Builder.
Ad creation
You'll need to use the Display Ad Builder to create a rich media ad.
Pricing
You may choose CPC or CPM pricing.
%argeting
You must target your ads to the Google Display Network Ior your ads to appear. They will
not appear in Google search results. You also have the ability to target your ads
internationally, nationally, or locally by language or country. You can also use placement
targeting to target your ads to users browsing certain categories oI content, or to
speciIically target only certain sites.
Creutlng lch MeJlu lxpluy AJx
BeIore you can create rich media display ads, Iirst make sure your campaign is set to show
ads on the Google Display Network. Then, to create a new ad Irom within your AdWords
account:
1 lrom Lhe Ads Lab selecL D|sp|ay ad bu||der
2 SelecL elLher k|ch ed|a caLegory
3 SelecL a rlch medla dlsplay ad LemplaLe
4 ompleLe Lhe requlred flelds of Lhe LemplaLe lncludlng uploadlng any asseLs or selecLlng a
prevlously uploaded asseL
3 Save your ad
Integrutlng lch MeJlu lxpluy AJx Into Cumpulgnx
To create a successIul rich media display ad campaign, remember that your campaign
settings are crucial. Here are some things to keep in mind when designing your campaign:
Placement and keyword targeting
Rich media display ads will only be shown on the Google Display Network, not on Google
search results. Content providers must opt in to showing speciIic display ad sizes and
Iormats beIore they can appear on their site.
You can choose to serve your ad on speciIic sites in our network, or use keywords to target
your ads to pages that relate to your product or service:
O f youre uslng managed placemenLs selecL slLes or caLegorles LhaL you know your LargeL
audlence wlll flnd lnLeresLlng We recommend LhaL you LargeL aL leasL 10 slLes lf posslble
@hls wlll help ensure your ads vlslblllLy and can allow you Lo [udge your ads relaLlve
performance more easlly
O f youre runnlng a keywordLargeLed campalgn lLs lmporLanL Lo have LlghLly Lhemed ad
groups LhaL only conLaln keywords LhaL relaLe Lo a speclflc Lheme or Loplc
Language and location targeting
You have the ability to target your rich media display ads internationally, nationally, or
locally. Focus your advertising on only those regions where you conduct business. II your
ad is tailored to a particular area, use geo-targeting to control where the ad is shown. This
way, you can ensure your ad is being seen only by your desired audience.
Pricing
As with our other ad Iormats, you can choose to bid on a cost-per-click (CPC) or cost-per-
thousand impressions (CPM) basis Ior your ads by creating either a keyword-targeted
campaign (to use CPC bidding) or a placement-targeted campaign (to use CPC or CPM
bidding).
O Costperc||ck r|c|ng (CC) ou can seL a maxlmum bld for each cllck on your ad and seL a
budgeL llmlL for overall spendlng for Lhe campalgn

xap|e ou choose Lo pay a maxlmum of uS$003 per cllck for each of flve
keywords ln an ad group where Lhe ad group conLalns a phoLo gallery dlsplay ad ou seL
a dally budgeL of uS$100 for Lhe campalgn whlch conLalns only Lhls ad group Any or all
of your keywords may recelve cllcks aL a cosL aL or below uS$003 each unLll your
campalgn accrues uS$100 ln a day (or uS$3000 per monLh)
O Costperthousand|press|ons r|c|ng (CM) f you choose M prlclng youll pay for
lmpresslons of your ad

xap|e f you creaLe a cllckLoplay vldeo ad wlLh M prlclng youll pay for lmpresslons
of your vldeo ads openlng lmage raLher Lhan plays of your vldeo
Select bid amounts that you're comIortable with. II you're not getting many impressions, try
increasing your bid to improve your visibility. As with all AdWords ad Iormats, rich media
display ads will compete Ior available positions on the Google Display Network with text
and other display ads. Higher bids can help your ad show over the competition and win ad
placement.
. Ad Formats Cuidelines & Best Practices
%ext Ad Guidelines & Best Practices
ext AJ 0ulJellnex unJ Pollclex
AdWords text ads are subject to AdWords advertising policies and may be disapproved iI
they aren't in compliance with these guidelines. Disapproved ads may not run on Google or
the Google advertising network.
AdWords text ad policies Iall into the three categories: editorial and Iormat, content, and
link. All guidelines are intended to help advertisers create eIIective ads to meet their
advertising goals.
You'll Iind selected AdWords text ad policies listed below. Please also review the complete
text ad policies in the AdWords Help Center.
O d|tor|a| and forat @hese pollcles Lyplcally apply Lo Lhe ad LexL (Lhe flrsL Lhree llnes of
your ad) lor example
4 haracLer llmlL our lnLended headllne LexL and u8 musL flL wlLhln Lhe requlred
llmlLs and noL be cuL off
4 rlces dlscounLs and free offers f your ad lncludes a prlce speclal dlscounL or
free offer lL musL be clearly and accuraLely dlsplayed on your webslLe wlLhln 12
cllcks of your ads landlng page
4 uncLuaLlon and symbols Among oLher requlremenLs ads may only conLaln a
maxlmum of one exclamaLlon polnL
O Content @hese pollcles relaLe Lo Lhe producLs and servlces you adverLlse and may apply
Lo ads and Lhe conLenL of your slLe lor example adverLlslng ls noL permlLLed for Lhe
promoLlon of cerLaln weapons or for alds Lo pass drug LesLs
O L|nk @hese pollcles relaLe Lo Lhe dlsplay and desLlnaLlon u8s ln your ad lor example Lhe
dlsplay u8 musL be accuraLe and llnks Lo your webslLe musL allow users Lo enLer and exlL
Lhe landlng page easlly
Wrltlng urgeteJ AJ ext
Below are some speciIic tips to help you create compelling ad text.
O Create s|p|e ent|c|ng ads
WhaL makes your producL or servlce sLand ouL from your compeLlLors? PlghllghL Lhese key
dlfferenLlaLlng polnLs ln your ad 8e sure Lo descrlbe any unlque feaLures or promoLlons
you offer
O Inc|ude pr|ces and proot|ons
@he more lnformaLlon abouL your producL LhaL a user can galn from your ad LexL Lhe
beLLer lor example lf a user sees Lhe prlce of a producL and sLlll cllcks Lhe ad you know
Lheyre lnLeresLed ln a poLenLlal purchase aL LhaL prlce f Lhey donL llke Lhe prlce Lhey
wonL cllck your ad and you save yourself Lhe cosL of LhaL cllck
O Use a strong ca||toact|on
our ad should convey a callLoacLlon along wlLh Lhe beneflLs of your producL or servlce A
callLoacLlon encourages users Lo cllck on your ad and ensures Lhey undersLand exacLly
whaL you expecL Lhem Lo do when Lhey reach your landlng page Some callLoacLlon
phrases are 8uy urchase Ca|| today Crder 8rowse S|gn up and Get a quote whlle
flnd and search may be accuraLe verbs Lhey lmply LhaL Lhe user ls sLlll ln Lhe research
mode and may noL encourage Lhe user Lo perform Lhe acLlon youd mosL llke Lhem Lo
Lake
O Inc|ude one of your keywords |n your ad text
llnd Lhe besL performlng keyword ln your ad group and lnclude lL ln your ad LexL
especlally ln Lhe LlLle Whenever a user Lypes LhaL keyword and sees your ad Lhe keyword
phrase wlll appear ln bold fonL wlLhln your ad on Coogle @hls helps draw Lhe users
aLLenLlon Lo your ad and shows users LhaL your ad relaLes Lo Lhelr search
ry lt Now: Wrltlng ffectlve AJ ext
Compelling ad text encourages users to click on your ad.
Follow the instructions below to improve the Iollowing ad text.
Creenux WorksLaLlons
Lconomlcal fflce ompuLer
lurnlLure for 828 AppllcaLlons
wwwgreenluxworkscom
1 8ewrlLe Lhe ad LexL Lo lnclude a sLrong call Lo acLlon
2 nclude Lhe keyword offlce furnlLure ln Lhe LexL
3 nclude a purchase prlce range ln Lhe ad LexL
4 ompare Lhe new ad LexL wlLh Lhe orlglnal
1 Pow mlghL a sLrong call Lo acLlon lmpacL ad performance?
2 Why mlghL an adverLlser lnclude a keyword ln Lhe ad LlLle?
3 an lncludlng a purchase prlce ln Lhe ad LexL reduce unwanLed cllcks?
Image Ad Guidelines & Best Practices
Imuge AJ 0ulJellnex & Pollclex
Static image ads can be Iormatted in .giI, .jpg and .png. Animated image ads can be
Iormatted in .giI or Flash. The Iile size limit oI an image ad is 50 KB.
Image ads can be in the Iollowing sizes:
O 230 x 230 Square
O 200 x 200 Small Square
O 468 x 60 8anner
O 728 x 90 eaderboard
O 300 x 230 nllne 8ecLangle
O 336 x 280 arge 8ecLangle
O 120 x 600 Skyscraper
O 160 x 600 Wlde Skyscraper
Image ads should clearly and accurately reIlect your site and emphasize unique beneIits oI
your product or service.
II your image ad doesn't meet these rules, it won't be allowed to run. See a Iull list oI
guidelines on our Image Ad Policy page.
Imuge AJ Bext Pructlcex
Here are some best practices we've put together to help you get the most Irom your image
ads:
O ulsplay adverLlslng lsnL LhaL dlfferenL from LexLwhaL works for LexL ads generally works
for lmage ads Pere are 7 polnLs Lo keep ln mlnd
1 use a compelllng call Lo acLlon such as learn more buy now or vlslL us
Loday
2 romlnenLly show your dlsplay u8 whlch Lyplcally conLalns a companys name ls
a ma[or componenL of a LexL ad ou have more room ln an lmage ad so donL be
afrald Lo use your brand or logo as well
3 nclude deLalls llke prlces dellvery deLalls and relevanL speclal offers
4 8elevance ls key Make sure your ads lead Lo a relevanL landlng page
3 use approprlaLe caplLallzaLlonLhe nlce Lhlng abouL dlsplay ls LhaL you can have all
caps @ry Lo use Lhese effecLlvely
6 romoLe a sense of urgency ln your dlsplay ads lf you have LlmesenslLlve prlclng
or offers use phrases llke hurry! llmlLed Llme and speclal offer Lo capLure a
users aLLenLlon and push Lhem Lo Lake acLlon
7 keep lL slmple no one responds well Lo cluLLergeL your polnL across as slmply as
posslble

O nclude clear lmages of your producL and/or people uslng your producL whlch wlll help
users connecL wlLh an adverLlsemenL

O Allgn all of your adverLlslng messaglng whlch wlll help bulld a more coheslve brand f you
have effecLlve adverLlslng offllne chances are lL wlll be effecLlve onllne Make your onllne
lmage ads conslsLenL wlLh your Lelevlslon and prlnL ads

O nLeracLlvlLy can be effecLlve buL keep lL slmple and donL make people work for your
message CeL your message across and Lhen leL users lnLeracL

O eople have shorL aLLenLlon spansLhaL means lf you donL enLerLaln Lhem or grab Lhelr
aLLenLlon rlghL away (wlLhln Lhree seconds!) Lheyll move on and your message wlll be
losL

O f you have a mulLlad campalgn or lf your ad conLalns several frames make sure LhaL
each ad sLands on lLs own merlL ne way Lo achleve Lhls ls Lo lnclude your brand or logo
ln every frame

O f youre creaLlng lmage ads uslng our free ulsplay Ad 8ullder Lool Lake a look aL Lhese
besL pracLlces
Video Ad Guidelines & Best Practices
VlJeo AJ 0ulJellnex & Bext Pructlcex
BeIore you build your campaign, it's important to be aware oI the advertising policies and
requirements Ior the video ad Iormat you've chosen. You'll need to build your campaign
and video ads so that they are in compliance with these guidelines.
Next, to build a successIul video ad campaign, it's important to be certain whether your
goal is to build a branding campaign, or a direct response campaign. You can then Iollow
best practices according to your goals and align your campaign settings and video ad
content accordingly.
VlJeo AJ Pollclex
AdWords video ads are subject to AdWords advertising policies, and these policies may
diIIer slightly depending on the video ad Iormat. Video ads will be disapproved iI they are
not in compliance with these guidelines. Disapproved ads may not run on Google or the
Google advertising network.
Review the advertising policies Ior video ads in the AdWords Help Center.
VlJeo AJ Creutlon Bext Pructlcex
Video Content
The video you create Ior your ad should be direct and engaging. You don't have a captive
audience, so it's important to maintain user attention throughout the duration oI the video.
Keeping the tips below in mind will help.
O uellver your key messages early ln Lhe vldeo because users may noL waLch Lhe full lengLh
lay raLes drop off slgnlflcanLly afLer 43 seconds and some publlshers may choose Lo only
show vldeos LhaL are 13 seconds long or less
O 8e clear abouL whaL your buslness offers and your message slnce Lhe vldeo may be your
sole communlcaLlon wlLh a slLes users
O rovlde clear nexL sLeps for users Lo Lake afLer flnlshlng Lhe vldeo such as maklng a
purchase or vlslLlng your webslLe or sLore
O Ildeo conLenL should be enLerLalnlng lnformaLlonal and relevanL Lo whaL your buslness
offers ou only have a capLlve audlence lf Lhey choose Lo conLlnue waLchlng your ad and
vlewers can drop off aL any Llme users are more llkely Lo vlew mosL of Lhe conLenL lf Lhe
vldeo has an enLerLalnlng sLoryllne and lf Lhey are able Lo learn abouL your producLs
feaLures Lhrough Lhe vldeo
O Ildeo ads allow you Lo use boLh slghL and sound Lo communlcaLe wlLh your consumers so
make sure LhaL Lhe volces and sound Lracks you use complemenL your overall message f
youre uslng a soundLrack Lhe muslc should noL drown ouL any volces
Opening Image (Click-to-play only):
Your image should be descriptive and eye-catching. We suggest using the techniques below
to create an eIIective opening image:
O LnLlce users Lo cllck play uslng rlch sharp colors
O nclude a few words Lo descrlbe your producL servlce and/or company
O 8oosL your play raLe wlLh a callLoacLlon LhaL leLs users know Lhey can play Lhe vldeo Lo
learn more
O reaLe mulLlple vldeo ads wlLh dlfferenL openlng lmage slzes Lo lncrease Lhe number of
placemenLs where your ad wlll be ellglble Lo appear
O Avold uslng sLandard banner ads as Lhe openlng lmage Weve found LhaL an openlng
lmage LhaL doesnL look llke an acLual adverLlsemenL can generaLe greaLer lnLeresL Such
noncommerclal lmages make users feel llke Lheres more Lo learn by cllcklng Lhe play
buLLon and vlewlng your vldeo
O Avold crammlng LexL lnLo your openlng lmage crowded and compllcaLed messages can
be unaLLracLlve Lo users @he key ls Lo arouse peoples curloslLy and make Lhem wonder
whaL Lhe vldeo ls abouL
O Make sure Lhe quallLy of your openlng lmage ls conslsLenL wlLh Lhe quallLy of your vldeo
uonL make a bad lmpresslon on your audlence by showlng an lnLeresLlng lmage Lo enLlce
people Lo play Lhe vldeo buL Lhen provlde dlsappolnLlng vldeo conLenL
VlJeo AJ Performunce Bext Pructlcex
It's important to monitor the perIormance oI your video ad to be sure it's reaching users in a
way that's optimal Ior you. We recommend waiting at least 30 days aIter beginning a video
campaign to measure its success. The return on investment (ROI) that a video campaign
brings to your business sometimes may not be apparent immediately.
AIter your video ads have had a chance to run Ior a while, review their perIormance and
consider optimizing your campaigns to keep them eIIective and valuable Ior your
campaign, whether it's branding or direct-response Iocused.
Ad performance
To eIIectively monitor the perIormance oI your ad, we suggest Iollowing the tips below:
O f you flnd LhaL lnLeracLlon raLes are decllnlng keep your campalgn fresh by addlng new
vldeos or lmages Lo keep users engaged
O 8ld by lmpresslon raLher Lhan by cllck Lhls way lower cllckLhrough raLes wonL affecL
where your ad appears
O When runnlng cosLpercllck () campalgns use negaLlve keywords and excluslons Lo
prevenL your ad from appearlng where lL would noL be effecLlve
O locus on lnLeracLlon raLes raLher Lhan cllckLhrough raLe or cosLperconverslon as Lhese
are a beLLer lndlcaLor of Lhe Llme your audlence engages wlLh your brand
Beyond just concentrating on individual video ads, you should also consider your campaign
perIormance more broadly.
O use geoLargeLlng Lo focus your adverLlslng Lo reglons or areas where you conducL
buslness
O @allor your campalgn Lo speclflc slLes and demographlc groups wlLh placemenL LargeLlng
O f uslng a keywordLargeLed campalgn make sure your keywords are closely relaLed Lo
your speclflc Lheme or Loplc
O pLlmlze your blds Lo reach a LargeL cosLperplay prlce
Placement performance
Use interaction rate to compare how each oI your targeted sites is perIorming in
comparison to your campaign average:
O f a slLe ls performlng subsLanLlally beLLer Lhan your average add more slLes llke lL Lo your
campalgn LnLer Lhe u8 ln Lhe lsL u8s box ln Lhe lacemenL @ool Lo geL a llsL of
posslble webslLe LargeLlng opLlons
O onslder excludlng less valuable slLes where users are frequenLly exposed Lo your ad and
exLendlng Lhe reach of your campalgn by addlng beLLer slLes Lhrough Lhe lacemenL @ool
O f you wanL Lo conLlnue runnlng on slLes wlLh dropplng lnLeracLlon raLes Lry addlng new
vldeo ads Lo your campalgn Lo provlde a fresh experlence f your campalgn ls keyword
LargeLed exLend your reach by addlng addlLlonal relevanL keywords Lo expand Lhe
number of posslble conLexLual placemenLs
O 8y uslng negaLlve keywords or excluslons you can prevenL your ads from showlng up
alongslde conLenL LhaL may noL flL wlLh your speclflc markeLlng ob[ecLlves @hls helps Lo
keep your ad placemenL as LargeLed as posslble and Lo reach your deslred audlence
ry lt Now: FlnJ Optlonx for VlJeo AJ ypex
Video ads may appear in, with, or around video content, depending on the ad Iormat. How
the video ad will appear to users, and how they will interact with the ad, depends on the
video Iormat. Follow the instructions below to view the diIIerent video ad types.
1 Slgn ln Lo an accounL ln Lhe AdWords sysLem
2 navlgaLe Lo a ampalgn and cllck Lhe Ads Lab
3 lrom Lhe -ew ad dropdown menu choose D|sp|ay ad bu||der
4 under aLegory choose V|deo
3 SorL by PlghesL cllckLhrough
6 Ilew Lhe dlfferenL vldeo ad Lypes avallable
1 WhaL are Lhe Lwo prlclng opLlons for vldeo ads?
2 Pow do vldeo ads help expand brand reach?
3 WhaL geographlc LargeLlng opLlons are avallable for vldeo ads?
Mobile Ad Guidelines & Best Practices
In general, the policies Ior desktop-based ads apply to WAP mobile ads. However, mobile
ads have a unique link policy and size guidelines.
Link policy
To 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
Iollowing markup languages:
wml (WAP 1.x)
xhtml (WAP 2.0)
chtml (imode, etc.)
PDA-compliant html
Size Guidelines
WAP mobile text ads contain two lines oI text, with a limit oI 12 or 18 characters per line,
depending on the language in which you write your ad. Your destination URL appears on a
third line iI you choose to enter one. II you select the option that allows customers to
connect directly to your business phone, a Call link will appear at the end oI your ad.
WAP mobile image ads can be Iormatted in .giI, .jpg and .png. Animated mobile image ads
can be Iormatted in .giI; Flash is not supported at this time.
WAP mobile image ads can be in the Iollowing sizes:
:1 Aspect Ratio
O 300 x 30 less Lhan 73k flle slze
:1 Aspect Ratio
apan-standard size
In the relatively new world oI mobile, there are a Iew practices we recommend.
1. Get Started
Start early. The market Ior popular keywords on desktop search can be very competitive.
Since not all oI your competitors are already using mobile ads, some advertisers Iind that
creating a mobile ads campaign can increase their exposure at a lower CPC (cost-per-click).
Start strong. Bid aggressively at Iirst to make sure your ad shows on the Iirst page oI
results, where more users will see it. There are only a Iew ad spots on each page Ior mobile
ads, so iI you are not in one oI the top positions you may only receive a small number oI
impressions.
2. Craft your campaigns wisely
Separate to Lift. Create separate campaigns and ad groups Ior your ads that appear on
computers, on iPhone and Android devices, and standard mobile devices. This makes it
easier to evaluate your results and liIt perIormance Ior each Iormat with customized ads,
keywords, and bids.
Choose eywords Differently. Mobile users typically enter Iewer keywords on mobile
devices than on a desktop computer. The most successIul mobile campaigns use broad
matching and more general keywords to capture relevant traIIic.
Pack the Most Punch. Use a call-to-action phrase that catches your audience's attention.
Your ad text can dramatically inIluence your ad's CTR and conversion rate, so make it
catchy!
Don't Forget Display. Mobile image ads are a great branding tool and can achieve higher
clickthrough rates and lower CPCs than on desktop. MMA-compliant sizes make the
process easy Ior you to set up.
3. Find Your Mobile Customers
Be Where Your Customer Is. Mobile users don't just search, they also browse the web
and use mobile apps. Reach users on Google's growing mobile Display Network with
contextually-targeted text and image ads.
Reach Valuable Demographics. Use device platIorm targeting to reach iPhone/Android
users, or use standard mobile ads to target particular mobile carriers.
. Measure and Experiment
Measure Up. Enable conversion tracking to measure results on your mobile website, or use
a vanity phone number to track responses to your click-to-call WAP ad.
Practice Makes Perfect. Now's the time to experiment with mobile ads. Try out the
strategies mentioned above and see what works Ior you. You'll be able to look at your
results and adapt your strategy to work Ior your goals.
Rich Media Display Ad Guidelines & Best Practices
lch MeJlu lxpluy AJ 0ulJellnex & Pollclex
Display ads contain a mix oI content types such as text, Flash, video, or images. Since
advertising policies Ior each oI these content types can diIIer, a single ad can be subject to
multiple advertising policies and guidelines. Please review the Iollowing guidelines to
ensure your ads meet all guidelines. We reserve the right to modiIy or amend our policies
and Iormatting requirements at any time.
Ad Content Restrictions and Requirements
Display ads are subject to the Iollowing content restrictions and requirements:
O Copyr|ght ou musL have full legal rlghLs or an auLhorlzed llcense Lo dlsLrlbuLe all conLenL
you submlL Lo Coogle AdWords when you creaLe your dlsplay ads per our AdWords @erms
and ondlLlons

O Advert|s|ng po||c|es All ads are sub[ecL Lo AdWords conLenL and edlLorlal pollcles and may
be dlsapproved lf Lhey donL comply wlLh AdWords guldellnes Ads should also comply
wlLh Lhe guldellnes for each of Lhe followlng Powever formaLLlng requlremenLs and
guldellnes may be dlfferenL dependlng on Lhe LemplaLe you choose
4 @exL ads
4 mage ads (lncludlng llash anlmaLlon eLc)
4 Ildeo ads

O r|vacy ou may noL use any ad nor lLs cusLomlzable conLenLs Lo collecL personally
ldenLlfylng user lnformaLlon
lch MeJlu lxpluy AJ Bext Pructlcex
We've created this guide to help you build an eIIective display ad Ior the best results. Try
Iollowing the recommendations below iI you're not sure how to organize your ad campaign,
or you want to improve your display ad perIormance.
1: Set effective bids and budgets
This step is important to help you maximize your impression volume and clicks. You may
want to bid more competitively Ior your display ad to help it appear in top positions and
gain clicks, or Iocus more on increasing your impressions Ior branding rather than earning
clicks. There are two main approaches you could take:
AJJ Jlxpluy uJx to un exlxtlng uJ group
Your ads will compete directly with the text ads in that ad group, and the stronger
perIormer will eventually be shown more oIten. The beneIit oI this approach is that you
don't have to re-create ad groups Ior a new ad Iormat. However, the bids you've previously
set Ior your text ads in the same ad group will also apply to the display ads as well.
Creute Jlxpluy uJx ln thelr own unlque uJ group
It'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 Iormat. In Iact, you may Iind
that your costs per click and costs per conversion actually decrease. This happens because
your display ads may earn a higher clickthrough rate than your text ads, earning an
improved Quality Score and Ad Rank over time. Your ad may thereIore appear more oIten
at lower costs, to encourage more relevant ads Ior users and improve their web experience.
Placing your display ads in their own ad group also makes it easier Ior you to review their
perIormance.
For example, let's say your business is travel and leisure with a strong Iocus on cheaper
travel in Asia, and a lesser Iocus on cheaper travel in South America. You could target
more oI your budget Ior 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.
Going Iarther with the example, iI you have both ad groups in the same campaign, you
might set a higher maximum bid Ior one ad group versus the other. II your business is
Iocused mainly on cheaper travel in Asia, the more aggressive bidding Ior these ads will
cause them to appear more prominently on content pages than your ads Ior cheaper travel in
South America. This helps you more eIIectively target your ad budget to the most
important ads Ior your business, so you spend your ad dollars where they matter most to
you. (You can also set a unique bid at the ad group level Ior a specialized ad group, or Ior
each keyword within the ad group.)
2: Customize your ad
One oI the key beneIits oI the Display Ad Builder is the Ireedom to easily and quickly
customize how your ad looks and Ieels. Doing this can help you reach your target audience
more eIIectively, and get results sooner. Be sure to do the Iollowing to get the best
perIormance out oI your display ads:
Color
O Choose easytov|ew co|ors Make sure youve cusLomlzed Lhe color scheme of your ad
llke Lhe background and fonL color llrsL Lry Lo allgn Lhe color scheme of Lhe LemplaLe
wlLh Lhe conLenL of your lmage 8e careful of your color cholces exLremely brlghL colors
can be unpleasanL or dlfflculL Lo read uslng Lhe same color for Lhe foreground and
background of your ad wlll also make lL dlfflculL Lo ldenLlfy lLems wlLhln Lhe lmage clearly
O Work w|th the pub||sher co|or schees f youre placemenL LargeLlng cerLaln slLes
conslder Lallorlng Lhe color scheme Lo maLch Lhe publlshers pages f your ad looks
unaLLracLlve or ouL of place on a page users wlll be less llkely Lo cllck Ls more lmporLanL
Lo maLch Lhe slLes LhaL youre LargeLlng Lhan Lo maLch your landlng page
Cullx to Actlon
O Ior an|at|ons ake sure the f|na| frae conta|ns a|| the key essag|ng and ca|| to
act|on Some ads have anlmaLed Leaser LexL whlch may enLer and exlL users may mlss
Lhls LexL and lf whaL Lhey end up seelng doesnL clearly communlcaLe your offerlng and
whaL Lhey should do Lheyll be less llkely Lo cllck
O 8e exp||c|t about your ca|| to act|on |n a button or e|sewhere @hls ls especlally lmporLanL
ln lmagebased ads because users may noL know whaL parL of Lhe ad ls cllckable or ln
some cases LhaL your ad ls an ad @hey also wanL Lo know whaL Lhey can do lf Lhey cllck on
your ad earn more? or 8uy now? eL Lhem know
Imugex
Use transparent PNG Iormat images whenever possible. This can greatly improve the
aesthetics and unique look oI your ad. II you don't have a transparent .PNG image, make
sure your ad color scheme matches the background oI your images. II your image has a
white background Ior example, consider setting your ad background to white.
Bulunce your uJ content
Make sure your ad text and images are balanced within the body oI the display ad and
within the overall ad size. Images should be clear, resized to Iit the ad shape, and easy to
recognize. All text should be easy to read and understand in relation to the included images
and shape and size oI the ad in all size versions. Images should not be cut oII or
unrecognizable, and lines oI text should be complete and make sense. Check your ad in
each available ad size and resize any images as needed.
Creute u vlxlble lxpluy UI
Your display URL should be visible. II it's the same color as the ad's background color, it
won't be visible to the user.
3: %ry different display options
Display ads oIIer so many options that you may need to experiment with diIIerent
templates, colors, and content to get the best results. Here are some things to keep trying as
you optimize your display ad campaigns:
Chunge color xchemex
Our own experiments have Iound that changes to the background and Iont colors oI display
ads can dramatically increase click-through 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. You
can then pause the ads that are doing the worst, leaving the best color combinations to lead
your campaign.
ry new templutex
PerIormance can vary widely by template. Consider trying out templates with images, with
no images, with various types oI animations, with no animations. Minor diIIerences in
layout and animations can have large impacts on click-through rates, depending on your
product or service.
The diIIerences between "Buy it now" and "Learn more" Ior example, can signiIicantly
impact the user's propensity to click. Consider trying out several variations. And the calls to
action that you're used to Ior text ads may need to be altered Ior display ads.
Meuxurlng the Impuct of lch MeJlu lxpluy AJx
As with any other ad group or ad variation, it's important to measure the impact oI your
display ads. Below are some suggestions Ior how to do this, depending on your goals:
Driving Direct Sales: Getting more clicks
O Copare costs to |eads or convers|ons denLlfy wheLher youre geLLlng a hlgh enough
converslon volume Lo offseL your campalgn cosLs AlLhough some of your dlsplay ads could
poLenLlally cosL you more for some cllcks Lhan sLandard LexL ads regularly check Lo be
sure LhaL youre sLlll under your cosL per converslon goals
O 1arget your aud|ence ore effect|ve|y denLlfy wheLher youre experlenclng a hlgher cosL
for your ad cllcks Lhan ls necessary f youre generaLlng hlgh campalgn cosLs overall you
may be LargeLlng cusLomers beyond your ldeal audlence or user Work on narrowlng down
your LargeLlng so you spend less money on cllcks LhaL are unllkely Lo converL
Promoting Your Brand: Measure interactivity
O Look at ouseover and |nteract|on rates All ulsplay Ad 8ullder LemplaLes provlde
reporLlng on mouseover raLe Lhe percenLage of lmpresslons ln whlch a user moused over
Lhe ad for more Lhan one second @hls ls a good lndlcaLlon of user lnLeresL ln your producL
and brand before Lhey cllck @emplaLes ln Lhe rlch medla and vldeo caLegorles also
provlde lnLeracLlon raLe whlch Lells you Lhe percenLage of lmpresslons for whlch a user
lnLeracLed wlLh Lhe ad such as by playlng a vldeo or scrolllng beLween lmages
O 1rack your webs|te traff|c trends use Coogle AnalyLlcs Lo monlLor your webslLe
performance and measure Lhe lmpacL of your dlsplay ads on your slLe Lrafflc earn more
abouL Coogle AnalyLlcs
O Use convers|on track|ng ou can use converslon Lracklng Lo learn wheLher your dlsplay
ads are drlvlng Lhe klnd of web user behavlor you wanL Lo see such as slgnups or
purchases ou can also look aL overall Lrends lor example lf your cosLs are hlgh wlLh
cerLaln dlsplay ads buL Lhe overall lmpacL of Lhose ads decreases your overall campalgn
cosLs across Lhe board Lhls would sLlll be an effecLlve successful ad r you may
experlence hlgher converslon cosL raLlos ln some cases buL lf youre sLlll under your goal
Lhls would sLlll be an effecLlve ad ou can also use converslon Lracklng Lo deLermlne
wheLher youre generaLlng cllcks and cosL from users who arenL llkely Lo Lake Lhe acLlons
you care abouL on your slLe f Lhls ls Lhe case you can alLer your campalgn Lo beLLer LargeL
your ldeal cusLomers
. AdWords Targeting and Placements
. Uverview of Targeting and Placements
Introduction to %argeting and Placements
About the 0oogle Network
The Google Network helps advertisers reach users across the Internet, Irom small blogs to
large search engines.
The Google Network is split into the Search Network (which includes Google and other
search sites like AOL) and the Display Network (which includes a collection oI websites
that have partnered with Google -- display partners --, YouTube, and speciIic Google
properties, such as Gmail). Together, these networks make up thousands oI sites that
display targeted Google AdWords ads.
By deIault, AdWords keyword-targeted campaigns are opted in to the entire Google
Network: Google search, search partners, and the Display Network (with "Relevant pages
across the entire network" as the setting). You can opt in or out oI either network at any
time Irom the Settings tab Ior any campaign page. Here are some key things to know about
the Google Network:
O keywordLargeLed ads can appear across search and ulsplay neLwork pages ln Lhe Coogle
neLwork Coogle uses search LargeLlng Lo maLch keywords Lo search querles on search
slLes lor ulsplay neLwork pages Coogle uses conLexLual LargeLlng Lo maLch keywords Lo
webpage conLenL (Lhese are called auLomaLlc placemenLs)

O lacemenLLargeLed ads can appear only on pages ln Lhe ulsplay neLwork ou choose a
speclflc audlence and slLe or porLlon of a slLe Lo LargeL (Lhese are called managed
placemenLs) f Lhe ad group also has keywords Lhe keywords and placemenLs wlll work
LogeLher Lo deLermlne where ads should appear keywords wlll conLlnue Lo maLch your
ads Lo placemenLs Lhrough conLexLual LargeLlng and you can add your own placemenLs Lo
bld more when your ad appears on cerLaln slLes or Lo llmlL your ad Lo appearlng only on
Lhe placemenLs you LargeL

O Coogle dlsplays ads across Lhe Search and ulsplay neLworks based on relevancy CuallLy
Score ls calculaLed separaLely for Lhe Search neLwork and onLenL neLwork so adverLlslng
performance on Lhe onLenL neLwork wonL affecL your CuallLy Score on Lhe Search
neLwork and vlce versa

O @he appearance of your ads may vary sllghLly among Coogle neLwork slLes Lo maLch Lhe
look and feel of dlfferenL webpages Coogle auLomaLlcally formaLs your ads for you
AdWords ads are always clearly labeled as adverLlslngrelaLed llnks

O @exL ads can appear on search pages and on ulsplay neLwork pages Ads LhaL conLaln
graphlcs (llke lmage ads and vldeo ads) can only appear on ulsplay neLwork pages
About Seurch urgetlng
Targeting on the Search Network applies to keyword-targeted ads shown on Google search
results pages and on sites in the Search Network. Ads shown on these pages appear
alongside the search results and are speciIic to that particular search query. II the
advertiser's keyword matches the user's search term, the advertiser's ad could appear.
You can Iine-tune your ads Ior targeting on the Search Network by targeting speciIic areas
and languages, choosing speciIic keywords, or assigning keyword match types.
About lxpluy Network Plucementx
Placements are locations on the Google Display Network where your ad can appear. A
placement can be an entire website, a subset oI a website (such as a selection oI pages Irom
that site), or even an individual ad unit positioned on a single page. There are two types oI
placements: automatic placements and managed placements.
II you have keywords in your ad group and are targeting the Display Network, we use
contextual targeting to determine "automatic placements" where your ads appear.
Managed placements are placements you choose to manage separately Ior increased
control. You can increase or decrease your ad delivery by setting unique bids Ior each oI
your managed placements, or you can use managed placements to restrict the sites in the
Display Network where your ads appear.
You can also choose certain placements Ior which you don't want to run ads (excluded
placements).
evlce Plutform urgetlng
Device platIorm targeting is a campaign settings Ieature that allows you to target your text
and image ads to one or both oI the Iollowing:
1 ueskLop and lapLop compuLers
2 lhones and slmllar moblle devlces LhaL use full (P@M) browsers ou can also choose Lo
LargeL ads Lo boLh plaLforms 8ecause users Lyplcally search and browse on moblle devlces
wlLh full browsers Lhe same way Lhey do when uslng a compuLer campalgns LargeL boLh
plaLforms by defaulL
Pere are a few more deLalls abouL Lhe feaLure
O Cpt|ng |n and out uevlce plaLform LargeLlng ls applled aL Lhe campalgn level ou can opL
your campalgn ln and ouL of LargeLlng elLher devlce plaLform from Lhe Sett|ngs Lab of any
campalgn Powever a campalgn musL be opLed ln Lo showlng on aL leasL one devlce
plaLform
O Goog|e -etwork ampalgns opLed ln Lo LargeLlng lhones and slmllar moblle devlces are
ellglble Lo show LexL ads on Coogle web search @exL and lmage ads wlll be ellglble Lo show
on Lhe neLwork lf your campalgn ls also opLed ln Lo LhaL neLwork
O ua||ty Score CuallLy Score ls calculaLed Lhe same way for boLh of Lhe devlce plaLform
LargeLlng opLlons
O erforance stat|st|cs f your campalgn ls LargeLlng boLh devlce plaLforms aggregaLed
performance sLaLlsLlcs wlll be shown ln your campalgn f youd llke Lo see performance
sLaLlsLlcs broken ouL by devlce plaLform Lype we suggesL creaLlng Lwo separaLe ldenLlcal
campalgns and LargeLlng Lhem Lo dlfferenL devlce plaLforms
O Mob||e ads uevlce plaLform LargeLlng has no bearlng on moblle formaL ads whlch show
ads on sLandard moblle phones LhaL use moblle (WA) browsers f you have moblle ads ln
your campalgn Lhey wlll conLlnue Lo show as usual regardless of Lhe devlce plaLforms
your campalgn ls LargeLlng
ry lt Now: Vlew Puge for Moblle urgetlng
Device platIorm targeting is a Ieature that allows you to target your text and image ads to
desktop and laptop computers, as well as mobile devices.
Follow the instructions below to view device platIorm targeting:
2 n Lhe Sett|ngs Lab of Lhe approprlaLe campalgn cllck d|t nexL Lo -etworks and dev|ces
3 SelecL Let e choose
4 ocaLe moblle LargeLlng seLLlngs
1 Are moblle devlces LargeLed by defaulL?
2 Pow ls CuallLy Score calculaLed for Lhese devlce plaLforms?
3 Pow can an adverLlser see performance sLaLlsLlcs by devlce plaLform?
4 Why mlghL you wanL Lo LargeL lhone and smarL phone users?
. Keywords and Keyword Targeting
Introduction to eyword %argeting
About KeyworJ Mutch ypex
AdWords is based on matching relevant ads to a user's web search or browsing experience.
Keywords are critical to helping both a user Iind the inIormation they're looking Ior, 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 Ior search so
they reach people precisely when they're looking Ior what you have to oIIer. To do that,
you'll need to pick one oI the Iollowing match types Ior each keyword:
O 8road atch ls Lhe defaulL seLLlng for all keywords All searches made uslng your keyword
(ln any order or comblnaLlon) mlghL dlsplay your ad Searches for slmllar or relaLed querles
mlghL also Lrlgger your ad
O hrase atch narrows your reach by requlrlng Lhe words Lo appear ln LhaL exacL order
O xact atch furLher narrows your reach by showlng your ad when Lhe exacL phrase ls used
ln Lhe search wlLhouL any oLher words before beLween or afLer
O -egat|ve atch ellmlnaLes searched phrases you donL wanL your ad Lo appear for such
as cbeop or ftee
O bedded atch allows you Lo prevenL your ad from appearlng ln relaLlon Lo cerLaln
phrase or exacL maLches
About BrouJ Mutch KeyworJ urgetlng
Broad match is the deIault setting Ior your keywords. ThereIore, when you submit a new
keyword to your ad group without quotes or brackets, it appears as a broad-matched term.
Broad-matched keywords reach a wide audience and trigger your ad to appear whenever
that keyword or similar term appears in a user's query. This means that your ad appears
even iI:
O Lher words are lncluded ln Lhe query
O @erms ln Lhe query are noL wrlLLen ln Lhe same sequence as your keyword
O @he query ls slmllar Lo your keyword @hls lncludes plurals and synonyms
Example: For the broad-matched keyword :8ed book, your ad could appear when users
enter the Iollowing queries:
Used book dealer
Secondhand book
Used books
Used book Ior sale
Used literature
About Phruxe Mutch KeyworJ urgetlng
A phrase-matched keyword triggers your ad to appear Ior any query that includes your
keyword or phrase in the exact sequence and Iorm that you speciIy. (Additional terms in a
user's query can precede or Iollow the phrase.) Phrase matching narrows your reach by
restricting your ad Irom showing on irrelevant variations oI your keyword.
To enable phrase matching Ior a particular keyword, enclose it with quotation marks.
Example. For the phrase-matched keyword ":8ed book", your ad will be matched per the
Iollowing:
Ad wlll appear for Lhe query
used book dealer
buy used book
rare and used book
Ad wonL appear for Lhe query
used paperback book
book of used maLches
About xuct Mutch KeyworJ urgetlng
Exact match is the most precise method Ior targeting your keywords. Use exact match
when you want your ad to appear only on a query that precisely matches the keyword you
have chosen. Without any additional words or letters beIore, between, or aIter the keyword.
To enable exact matching Ior a keyword, enclose it in square brackets.
Example: For the exact-matched keyword [:8ed book], your ad would be matched per the
Iollowing:
used book
used book seller
used books
Adding only exact match keywords can severely restrict you Irom relevant traIIic.
About Negutlve Mutch KeyworJ urgetlng
Negative-matched keywords prevent your ad Irom appearing when a search includes a
keyword that isn't relevant to your ad. Your ad won't appear when a negative keyword
you've speciIied is included in a user's search query.
To speciIy a negative keyword, add a minus sign (-) beIore the keyword or phrase you want
to exclude. Negative matches may not restrict your other keywords as much as phrase or
exact matches might.
Example: For the broad-matched keyword :8ed book and negative keyword -college, your
ad would be matched per the Iollowing:

used book seller
used college book
About mbeJJeJ Mutch KeyworJ urgetlng
Embedded match is a sophisticated Iorm oI keyword matching that allows you to prevent
your ad Irom appearing in relation to certain phrase or exact matches. This 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 Ior the movie Toy Story merchandise might
use the embedded match option oI a negative keyword and exact match on -[Toy Story].
This way, the advertiser's ads appear Ior Toy Story doll8 and Toy Story prod:ct8, but not Ior
the exact match Toy Story.
Managing eywords
eveloplng unJ Mulntulnlng KeyworJ Ilxtx
Creating a eyword List
Keywords trigger ads, ads inIluence clicks, and clicks can earn traIIic Ior 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 Irom the beginning.
Keyword creation involves a Iive-step process:
1 8ulld a keyword llsL reaLe a llsL of Lerms LhaL refer Lo your buslness servlce and
producLs and Lhlnk of common phrases people may use Lo Lhlnk of someLhlng slmllar ou
can geL addlLlonal keyword suggesLlons from Lhe keyword @ool wlLhln your accounL
2 Croup your keywords by Lheme Crouplng your ads and keywords LogeLher ln Lhelr own ad
groups by Lheme can help you geL beLLer performance from your ads
3 SeL approprlaLe maLch Lypes for each keyword (Search neLwork) lcklng Lhe rlghL
varlaLlons of your keywords can help reduce cosLs or lncrease Lrafflc whlle balanclng
lmpresslons wlLh meanlngful cllckLhroughs or leads 8evlew Lhe resL of Lhls lesson Lo
undersLand how Lo use maLch Lypes Lo Lhelr full advanLage so your campalgn ls as
effecLlve as posslble
4 8emove unnecessary keywords 8eflnlng your keyword llsL can help you save on
unnecessary cosLs ln Lhe long run and help you beLLer LargeL users 8emovlng lrrelevanL
keywords means Lhe users who are mosL llkely Lo be lnLeresLed ln your buslness servlce
or producL wlll be more llkely Lo see your ads more ofLen
3 @esL run Lhe campalgn keywords need a chance Lo run before you can really deLermlne
how well Lheyre dolng @ry Lo leL Lhem run for aL leasL 30 days before evaluaLlng Lhelr
performance
8e sure Lo regularly revlew and reflne your keyword llsL Ls lmporLanL Lo revlew your keyword
performance regularly @hls can help you flneLune your campalgn performance so lLs as cosL
efflclenL and effecLlve as posslble savlng you Llme and money
KeyworJ ool
To help you identiIy relevant keywords and to simpliIy the process oI adding them to your
ad groups, AdWords oIIers the Keyword Tool. You can access this tool Irom the Keywords
tab aIter clicking the Add keywords button at the top oI the keyword table. This tool will
provide additional keyword ideas, including synonyms and spelling variations. You can
build relevant keyword lists, review traIIic estimates, and add your keywords directly to
your ad groups Irom this tool.
eyword Monitoring & %roubleshooting
Monltorlng KeyworJx
Checking your statistics is the best way to see how your keywords are helping your
business. You can see how your keywords are doing by checking the Iollowing two
resources:
1 1he ua||ty Score co|un
The Quality Score column displays your keyword's Quality Score to help you
monitor its perIormance. This column is disabled by deIault in new accounts, but
you can make it show on any tab with statistics Ior your campaigns, ads, and
keywords. Click Columns in the toolbar above your table. Select "Qual. Score" and
save your changes.
2 1he keyword Ana|ys|s f|e|d
This Iield gives you an in-depth view oI your keyword's perIormance. It lets you
know iI your ad is not showing Ior the keyword, and why. It also includes your
Quality Score details, which explains whether problems with keyword relevance,
landing page quality, or landing page load times are negatively impacting your
Quality Score. Learn more about the Keyword Analysis Iield, including how to
access it.
To view the Keyword Analysis, click the icon next to any Keyword in the Status
column on the Keywords tab.
ry lt Now: quullty Score
Learn how to Iind a representation oI your keywords' Quality Score.
Follow the instructions below to locate a representation oI your keywords' Quality Score.
2 SelecL Lhe campalgn and ad group
3 llck Lhe keywords Lab
4 Pover your mouse over Lhe speech bubble ln Lhe sLaLus column for a glven keyword
3 noLe Lhe CuallLy Score whlch appears on a scale from 1/10 Lo 10/10
CuesLlons Lo conslder
1 Pow does Lhe CuallLy Score on a searchbased ad affecL lLs performance on Lhe ulsplay
neLwork?
2 Pow ofLen ls CuallLy Score calculaLed?
3 n general how wlll a hlgher CuallLy Score affecL cosL and ad poslLlon?
roublexhootlng KeyworJx
II a keyword underperIorms, its Quality Score will decrease and it may become ineligible
to trigger your ads Ior certain search queries at its current cost-per-click (CPC) bid. This
most oIten happens to keywords that are very general and thereIore do not perIorm very
well. For instance, a keyword with a low Quality Score may only be eligible to trigger ads
on certain variations oI your broad- or phrase-matched keywords.
To monitor your keyword's perIormance, check the Quality Score column on the Keywords
tab oI your Ad Group Details page. Or, to get a detailed view oI perIormance and Quality
Score, click the speech bubble icon next to any keyword, and more inIormation will appear.
II your keyword has a poor Quality Score and isn't accruing much traIIic, try Iollowing
these optimization tips to improve your Quality Scores, or try raising the keyword's CPC
bid. We want to give users a positive ad experience while keeping your costs low, so we
encourage you to try optimizing your account beIore increasing your bids.
eywords Guidelines and Best Practices
KeyworJ 0ulJellnex unJ Pollclex
AdWords advertising policies include requirements Ior the keywords you choose and their
related ads. These policies are Iocused on ensuring that users see AdWords ads that are
relevant to a given page, whether it contains search results or other content. They are also
intended to prohibit misuse oI the AdWords targeting system, including use oI another
entity's trademark without permission, or Ialse advertising.
Review AdWords' advertising policies
KeyworJ Bext Pructlcex
Keywords lay the groundwork Ior the ad groups and ads you create. Follow these general
tips when managing your keywords:
O Croup your keyword llsL lnLo slmllar lLems such as by producL llne Lach group makes up
an ad group ou can wrlLe mulLlple ads for each ad group so keyword grouplngs should
maLch a slngle Lheme lor example organlze keywords abouL organlc coffee ln one ad
group and keywords relaLlng Lo gourmeL coffee ln anoLher
O 8roader maLchlng opLlons Lend Lo glve you more vlslblllLy buL accrue hlgher cosLs
@herefore lLs lmporLanL Lo monlLor broad maLched keywords closely Lo make sure Lheyre
performlng well ou can use Lhe See search Lerms reporL Lo make sure your adverLlslng
ls belng expanded Lo Lhe rlghL Lypes of searches ou can also lnclude oLher maLchlng
opLlons (llke phrase or exacLmaLch) along wlLh broadmaLched keywords ln an ad group
O narrower maLchlng opLlons Lend Lo glve you fewer cllcks and lower your cosLs Ls sLlll
lmporLanL Lo use descrlpLlve words for Lhese maLchlng opLlons
O negaLlve keywords work well ln mosL cases when you know a Lerm doesnL apply Lo your
buslness
O keep your campalgn seLLlngs ln mlnd f your campalgn ls seL up Lo LargeL a very speclflc
geographlc segmenL more general keywords mlghL work well n Lhe oLher hand lf youre
LargeLlng one or more counLrles or LerrlLorles you may conslder uslng more speclflc
keywords Lo beLLer focus your Lrafflc
Here are a Iew more tips on general keyword list maintenance:
Scrubbing and refining keyword lists
O keep speclflc keywords LhaL relaLe besL Lo your producL or servlce 8emove keywords LhaL
are lrrelevanL or are llkely Lo brlng you Lhe leasL amounL Lrafflc WellLargeLed keywords
generally have hlgh cllckLhrough and converslon raLes whlle lrrelevanL keywords are llkely
Lo have a low cllckLhrough raLe and a low number of converslons
O keep your keyword llsLs small and manageable @ry keyword llsLs of 2030 LlghLly Lhemed
Lerms and expand or reflne as needed
O @wo or Lhreeword phrases generally work besL lor example lnsLead of Lhe keyword
coffee use folt ttoJe coffee or qootmet coffee beoos onslder removlng any slngleword
or general keywords @hese are ofLen Loo broad and can lead Lo cllcks from people who
are less llkely Lo be lnLeresLed ln whaL youre offerlng
%esting and refining keywords regularly
To keep up with the dynamic nature oI online advertising, you should continue to test and
reIine your keywords. Build on keywords that work, and delete others that don't. Track
your results by reviewing your campaign perIormance statistics.
. AdWords Language & Location Targeting
Introduction to Language and Location %argeting
Overvlew of lunguuge unJ locutlon turgetlng
Whenever you create a new campaign in your AdWords account, you choose which
languages and locations you want to target. Your options include:
1 anguage @argeL up Lo 40 dlfferenL languages
2 ocaLlon @argeL any comblnaLlon of counLrles LerrlLorles reglons clLles and cusLomlzed
areas LhaL you deflne
All advertisers must choose a language and location to target, so it's important to
understand what's right Ior you. Here are general guidelines to Iollow, which are Iurther
discussed in the Iollowing topics.
O @argeL Lhe language spoken by Lhe audlence youre Lrylng Lo reach @hls should also be Lhe
language ln whlch your ad ls wrlLLen
O @argeL counLrles or LerrlLorles lf you wanL Lo reach a wlde audlence across one or more
counLrles
O @argeL reglons and clLles lf your buslness serves speclflc geographlc areas or lf you wanL
dlfferenL adverLlslng messages ln dlfferenL reglons
O @argeL cusLomlzed areas Lo reach speclflc geographlc areas whlch may noL be avallable ln
reglon and clLy LargeLlng
O ou can comblne Lhese LargeLlng opLlons any way you llke wlLhln Lhe same campalgn
ow lunguuge unJ locutlon turgetlng workx
Language: We only show your ads to users whose Google interIace language matches the
language(s) that your campaign targets.
Location: The AdWords system uses several techniques to help show your ads to users
located only in your targeted location(s):
1 We conslder Lhe Goog|e doa|n belng used (fr de kr eLc) lor lnsLance lf a user vlslLs
wwwgooglefr Lhe Coogle domaln for lrance shell see ads LargeLed Lo lrance
2 We analyze Lhe search ter Lhe user submlLs on Coogle (a pracLlce known as query
parslng) f someone enLers a search Lerm LhaL conLalns a clLy or reglon we may show ads
LargeLed Lo LhaL clLy or reglon lor example lf someone searches for hlcago plumbers
we may show relevanL ads LargeLed Lo hlcago
3 When posslble we deLermlne a users general locaLlon based on hls or her compuLers
Internet rotoco| (I) address An address ls a unlque number asslgned by nLerneL
Servlce rovlders (Ss) Lo each compuLer connecLed Lo Lhe nLerneL lor example lf
someone searches for plumbers from a new ork area address we may dlsplay ads
LargeLed Lo new ork
You can also use advanced location targeting options to deIine when to show your ad to a
particular user.
Settlng unJ enubllng lunguuge unJ locutlon turgetlng
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. You can edit this
selection at any time on your campaign's "Edit Settings" page.
See instructions Ior editing your targeted language and location.
ry lt Now: Set Iunguuge unJ Iocutlon urgetlng
Whenever you create a new campaign in your AdWords account, you choose which
languages and locations you want to target.
To change your language targeting, Iollow these steps:
2 n Lhe All nllne ampalgns page cllck Lhe name of Lhe campalgn you wlsh Lo edlL
3 SelecL Lhe Sett|ngs Lab
4 nexL Lo anguages cllck d|t
3 SelecL Lhe new language
6 llck Save
To change your location targeting, Iollow these steps:
2 n Lhe All nllne ampalgns page cllck Lhe name of Lhe campalgn you wlsh Lo edlL
3 llck Lhe Sett|ngs Lab
4 llck d|t nexL Lo ocaLlon
3 SelecL your new locaLlons ou can choose any comblnaLlon of Lhe followlng opLlons
4 @argeL counLrles or LerrlLorles
4 @argeL reglons or clLles
4 @argeL cusLom areas such as a radlus around a locaLlon a cusLom shape or
anoLher area on Lhe map LhaL you deflne
4 Add a llsL of locaLlons Lo LargeL
4 Lxclude locaLlons from your LargeLed areas
6 llck Save
1 When mlghL you conslder LargeLlng anoLher language?
2 WhaL are Lhe dlfferenL LargeLlng opLlons for locaLlon LargeLlng?
3 When mlghL you exclude a locaLlon from your campalgn?
Language %argeting Basics
Chooxlng Iunguugex to urget
Language targeting lets you reach an audience that speaks one or multiple languages.
Because people speak many diIIerent languages in many diIIerent locations, language
targeting gives you a good way to reach your users even iI they're located in non-native
areas.
For example, iI 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 Google interIace
language setting), we'll display your ad.
We recommend that you target the language in which your ad and its related keywords are
written. For example, iI your ad and keywords are written in English, target English-
speaking users. Remember that Google won't translate your ad Ior you.
AJ ext Uxlng ouble-Byte Churucterx
With AdWords you can create ad text using double-byte characters, such as those used in
many East Asian languages. However, be aware that double-byte characters have special
requirements.
Double-byte characters need nearly twice the display space as single-byte characters. For
example, the title line oI an English ad has a 25 character limit. However, the limit Ior that
same title line is 12 characters Ior a double-byte language. The second and third lines oI
English ad text are limited to 35 characters, while the limit Ior double-byte characters is 17.
Two other rules to Iollow when creating ads with double-byte characters:
- Use single-byte characters Ior symbols, such as punctuation marks and currency symbols.
- Use single-byte characters Ior alphanumeric characters.
Note that when creating a double-byte character ad in the English interIace, the character
limit shown on the screen is wrong. To avoid receiving an error message, enter only the
correct character length. For instance, the title line oI a Japanese ad may only be able to Iit
12 characters, even though the limit is shown as 25.
Location %argeting Basics: Country / %erritory
About Country , errltory urgetlng
You should use country/territory location targeting iI you oIIer services or products to users
in one or more countries or territories. II you have a global business, it would make sense to
target all countries and territories, ensuring that your campaigns get exposure across the
world.
It's common Ior new advertisers to target all countries and territories in the hope oI
widening their reach. However, by doing this, you might reach customers who are less
likely to convert, such as shoppers located in another country who preIer not to pay
international shipping costs.
To help assess where and whom you should target, answer these questions:
O Where does your buslness sell goods or provlde servlces?
O Who ls your lnLended audlence?
For example, iI you sell DVDs and only ship within the United States, you should target
your campaign to the United States. However, iI you sell DVDs worldwide, you may wish
to target your campaign to all countries and territories. You can also choose to target
bundles oI countries, such as Western Europe, AIrica, or the Middle East.
Location %argeting Basics: Region / City
About eglon , Clty urgetlng
Region and city targeting is best used by advertisers whose audience is concentrated in
deIined areas. With region and city targeting, you can capture a smaller population segment
and receive more qualiIied clicks. This helps keep your Quality Score high and your costs
low. Additionally, you can create more customized ad text and landing pages that highlight
special promotions or pricing based on the audience you're targeting.
Region and city targeting usually works best Ior region-speciIic businesses, (such as
boutiques, restaurants and hotels), or Ior national businesses running region-speciIic
promotions.
When you use region or city targeting, AdWords displays your chosen region or city
(whichever is the most speciIic) in the last line oI ad text to distinguish them Irom country-
and territory-targeted ads. These ads appear on Google and on some oI our partner sites.
Region and city targeting may not be oIIered in your country. The available options are
displayed when you set up your campaign.
Location %argeting: Customized %argeting
About CuxtomlzeJ Iocutlon urgetlng
Customized targeting is best suited Ior advertisers with an audience in very speciIic areas.
II you select the customized targeting option Ior your campaign(s), your ads will only
appear to customers searching Ior results within (or located within) a speciIied distance
Irom your business or within the area you deIine.
A beneIit oI customized targeting is that it doesn't limit you to the cities and regions oIIered
by region and city targeting. For example, an advertiser owns a restaurant chain in Southern
CaliIornia. With customized targeting, the advertiser could choose to target the entire
southern halI oI CaliIornia instead oI speciIic regions or cities.
When setting up customized targeting, you have three options: enter a physical address,
select a point on the map, or enter multiple latitude and longitude points to Iorm a polygon.
O nter a phys|ca| address WlLh Lhls opLlon you enLer a sLreeL or buslness address ou
Lhen choose a dlsLance (such as 30 mlles or kllomeLers) LhaL forms Lhe radlus of a clrcle
around Lhe address nly users locaLed wlLhln Lhls clrcle or Lhose who lnclude ln Lhelr
search Lhe names of clLles wlLhln Lhls clrcle wlll see your ads
O Se|ect a po|nt on the ap nsLead of enLerlng an address you can deflne Lhe cenLer of
your adverLlslng clrcle by dragglng Lhe lnLeracLlve map Lo place a red marker on your
locaLlon @hls locaLlon wlll auLomaLlcally be converLed Lo exacL laLlLude and longlLude
coordlnaLes whlch Lhe AdWords sysLem wlll use ln LargeLlng your adverLlslng
O Mu|t|po|nt (or po|ygon) MulLlpolnL LargeLlng leLs you cllck Lhree or more polnLs on an
lnLeracLlve map Lo ouLllne Lhe adverLlslng reglon of your cholce (Agaln Lhe sysLem wlll
converL Lhe polnLs you selecL Lo laLlLude and longlLude auLomaLlcally) uslng mulLlpolnL
LargeLlng you can creaLe LargeL areas of vlrLually any slze and shape
Language and Location %argeting Monitoring and %roubleshooting
roublexhootlng Iunguuge unJ Iocutlon urgeteJ Cumpulgnx
Your ads may occasionally receive clicks Irom outside your targeted locations. Here 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:
O A users I address |s apped outs|de h|s or her actua| |ocat|on

4 xap|e @he user mlghL be locaLed ln SanLlago buL hls or her nLerneL roLocol
() address ls housed on a server ln 8uenos Alres f you LargeL 8uenos Alres Lhls
user mlghL see your ads (even lf Lhe user ls physlcally locaLed ln SanLlago)
4 So|ut|on nLerneL servlce provlders (Ss) deLermlne Lhe address a user ls
asslgned n some cases a user may be asslgned an address for a reglon oLher
Lhan where Lhey are physlcally locaLed unforLunaLely we canL deLermlne whlch
cases are lncorrecL or change Lhe asslgnmenL buL we do expose Lhe name of your
LargeLed reglon below your ad LexL Lo help prevenL lrrelevanL cllcks on your ads
@o furLher prevenL confuslon you can use ad LexL LhaL hlghllghLs your LargeL
reglon such as 8uenos Alres llower Shop

O A user outs|de your targeted area spec|f|ca||y searches for soeth|ng Goog|e knows |s |n
your targeted area

4 xap|e ou mlghL choose Lo LargeL a speclflc clLy buL a user ouLslde Lhe reglon
may lnclude LhaL clLy ln Lhelr search whlle looklng for someLhlng relaLed Lo your ad
or buslness n Lhls case Lhls user mlghL see your ads (even lf Lhe user ls physlcally
locaLed ouLslde Lhe LargeL clLy)
4 So|ut|on Weve developed Lhls sysLem for your beneflL so you reach as many
people looklng for your goods or servlces as posslble Powever lf you flnd LhaL
your cllcks arenL produclng Lhe resulLs you expecLed you mlghL Lry reflnlng your
ad LexL and keywords Lo make Lhem more geographlcally relevanL

O our targeted area ay be |arger than you |ntended and users fro a |arger area are
correct|y |nc|uded based on your sett|ngs

4 xap|e ou may only serve Lhe conLlnenLal uS buL youve chosen Lhe Lo LargeL
Lhe enLlre unlLed SLaLes so your ads are recelvlng cllcks from Pawall and Alaska
4 So|ut|on narrow Lhe focus of your reglon r you may wanL Lo choose
cusLomlzed LargeLlng lnsLead of reglonal LargeLlng

O ou have targeted the country]terr|tory |eve| and users are perfor|ng searches us|ng
the atch|ng countryspec|f|c Goog|e doa|n

4 xap|e lor example lf your campalgn LargeLs lrance a user wlLh a Spanlsh
address may see your ad on Cooglefr (Coogles lrench domaln)
4 So|ut|on f you donL wanL your ad showlng on a counLryspeclflc domaln Lo users
ouLslde of your LargeLed counLry you can change your campalgns locaLlon
LargeLlng from Lhe counLry/LerrlLory opLlon Lo Lhe reglonal or cusLomlzed opLlon
Language and Location %argeting Strategies and Best Practices
Internutlonul urgetlng Struteglex
II you're targeting an audience located in several diIIerent locations, it's important that you
organize your campaigns and ad groups logically.
A good strategy is to organize and name your campaigns by location, such as "Germany"
and "France." Use the appropriate location and language targeting Ior each campaign -- Ior
instance, you may want to location-target your Iirst campaign to Germany and language-
target it to German.
Then, organize your ad groups by product lines, such as "CoIIee" and "Tea." Be sure to
tailor your keywords and ad text to the intended audience.
Make sure that your keyword list and ad text Ior each ad group is in the same language.
This ensures that the ad appears in the same language in which the keyword was entered.
For example, iI a user enters a keyword in Japanese, you want your ad to appear in
Japanese.
Bext Pructlcex for Iunguuge unJ Iocutlon urgetlng
Some more best practices to keep in mind are:
O 8efore seLLlng locaLlon LargeLlng enLer your keywords lnLo Coogle nslghLs for Search Lo
flnd ouL whlch locaLlons recelve Lhe mosL querles for your keyword ou can Lhen alLer
your bld and budgeLs approprlaLely ralslng Lhem for Lhe locaLlon wlLh Lhe mosL Lrafflc
and lowerlng Lhem for Lhe oLhers

O AfLer your locaLlon LargeLlng ls seL and your campalgn has been runnlng for a Llme use a
Ceographlc erformance reporL or Coogle AnalyLlcs Lo see where your users are comlng
from Ad[usL your budgeLs blds or messages accordlng Lo how Lhe ads perform ln
dlfferenL reglons

O f your Ceographlc erformance reporL or Coogle AnalyLlcs shows LhaL youre conslsLenLly
geLLlng cllcks wlLh a low converslon raLe from cerLaln reglons or cllcks from reglons where
you donL wanL your ads Lo show conslder speclflcally excludlng Lhe reglon from your
LargeLlng

lor example leLs say you run an onllne sLore LhaL shlps producLs Lo all of Lhe unlLed
SLaLes excepL Pawall and Alaska ou can LargeL your campalgn Lo Lhe uS and exclude
Lhose Lwo sLaLes

O olnL your ads Lo a speclflc landlng page for your LargeLed reglon lf you have such a page

O @o add mulLlple locaLlons cllck Lhe 8u|k llnk under Lhe Custo Lab when you edlL your
locaLlons and add up Lo 100 locaLlons aL once

O f youd llke Lo hlghllghL Lhe address of your buslness add locaLlon exLenslons Lo your ads
. Placement Targeting for tbe Display Network
Introduction to Display Network Placements
Key Conceptx of lxpluy Network Plucementx
The Google Display Network comprises millions oI websites, news pages, and blogs that
partner with Google to display targeted AdWords ads. When you choose to advertise on the
Display Network, you can expand your marketing reach to targeted audiences--and
potential customers--visiting these sites every day. We strive to maintain the largest
contextual advertising network in the world.
The network reaches over 70 oI unique internet users in more than 20 languages and over
100 countries. OI course, you're always in control oI your ad targeting: you can narrow or
expand your Iocus to speciIic countries or regions at any time.
About Content Network Placements
Placements are locations on the Google Display Network where your ad can appear. A
placement can be an entire website, a subset oI a website (such as a selection oI pages Irom
that site), or even an individual ad unit positioned on a single page. AdWords oIIers the
Iollowing targeting Ieatures to help you better target your ads to these placements:
O AuLomaLlc placemenLs f you have keywords ln your ad group and are LargeLlng Lhe
ulsplay neLwork we use conLexLual LargeLlng Lo deLermlne auLomaLlc placemenLs where
your ads appear
O Managed placemenLs f you choose Lo manage placemenLs separaLely for lncreased
conLrol youll use managed placemenLs ou can lncrease or decrease your ad dellvery by
seLLlng unlque blds for each of your managed placemenLs or you can use managed
placemenLs Lo resLrlcL Lhe slLes ln Lhe ulsplay neLwork where your ads appear
O Lxcluded placemenLs ou can also choose cerLaln placemenLs on whlch you donL wanL Lo
run ads
Automatic Placement %argeting Basics
ow KeyworJx Are UxeJ for Automutlc Plucementx
II you have keywords in your ad group and are targeting the Display Network, we use
contextual targeting to automatically determine placements where your ads appear. This is
what we mean by "automatic placements."
Contextual targeting means that the AdWords system automatically starts by looking
through every possible page in the Google Display Network to Iind content that matches
those keywords. AdWords takes contextual matching down to the page level. II a
placement has many diIIerent pages, only those pages that match your keywords can show
your ads.
About Contextuul urgetlng unJ Plucement urgetlng
Both oI these Ieatures target ads to sites within the Google Display Network.
Contextual targeting is a targeting Ieature oI the AdWords system that matches ads to
content on a given page based on the content oI the page and the keywords themselves.
Placement targeting is another targeting Ieature oI the AdWords system that allows you to
speciIically target a spot on a Display Network page that can be used Ior AdWords
advertising. Publishers on the Display Network can deIine what ad Iormats, sizes, or
category oI content may appear in a given placement.
Learn more about the diIIerences between these types oI targeting below.
Contextual targeting
Contextual targeting simply means that your keywords are used to place your ads next to
content that matches your ads.
For instance, suppose you have created an ad group to advertise digital cameras, and it
includes keywords you have chosen like digital cameras and camera cases. Contextual
targeting will be used to identiIy and place your ad on Google Display Network sites with
the same themes. That might mean web pages about camera equipment or discussion
groups oI camera hobbyists, or it could be an email or a newsletter about digital
photography.
Contextual targeting is always used when an ad group has keywords and the campaign is
opted in to showing ads on the Display Network. It can work with ad groups that have only
keywords, and also with ad groups that have both keywords and placements.
Placement targeting
Placement targeting lets you choose individual spots in the Display Network where you'd
like to see your ads displayed. We'll only look at your managed placements when searching
Ior relevant places to display your ads. Unlike contextual targeting, keywords aren't
required.
A placement might be an entire website, or a subset oI a site. For instance, iI you're selling
Iootball boots and you want your ad to appear on a particular Iootball website, or only on
the sports pages oI a newspaper, placement targeting can help you handpick those pages.
Here are a Iew things to know about placement targeting:
O A slLe musL be parL of Lhe Coogle neLwork ln order Lo be avallable for placemenL
LargeLlng
O @he AdWords lacemenL @ool can help you flnd placemenLs for your ad as you creaLe a
new campalgn or ad group
O As wlLh all AdWords adverLlslng youll compeLe for space wlLh oLher adverLlsers f you
choose very promlnenL and popular placemenLs youll need a hlgher prlce Lo wln Lhe ad
poslLlon
Ad group default bids: Automatic placements
You're prompted to set a Display Network bid each time you create an ad group. It applies
to all automatic placements in that ad group. Editing this bid will update the bid Ior all oI
the automatic placements in a given ad group.
II you do not later set an individual bid Ior placements in that ad group, then your overall
Display Network bid will be used.
Here's the general order oI bids, Irom most speciIic (and highest priority) to lowest:
O ndlvldual placemenL blds
O Managed placemenLs bld
O ulsplay neLwork bld
Bid modiIiers, such as changes Ior ad scheduling or demographic bids, are applied aIter
your primary bid is chosen.
Individual placement bids
Individual bids override the ad group deIault bids. For example, raising a bid Ior a strong-
perIorming placement allows you to compete more eIIectively when your ad shows on that
placement. II you change a bid but later want to revert back to the deIault bid, just leave the
Iield blank when editing.
To edit the bid Ior an automatic placement, select the checkbox next to it in the automatic
placement table. Then, click Manage placement and bid. This will copy the placement to
your managed placements table and allow you to adjust the bid. When you add an
automatic placement to your managed placements, historical perIormance statistics won't
be copied over. AIter you've added a managed placement, you can adjust the bid at any
time using inline editing within the managed placements table.
Settlng up Automutlc Plucementx ln u Cumpulgn
Your ads can run on automatic placements iI you select the Iollowing when setting up your
campaigns or ad groups:
O SelecL ke|evant pages across the ent|re network on Lhe SeLLlngs Lab under neLwork
SeLLlngs @hese seLLlngs are aL Lhe campalgn level
O Add keywords Lo each ad group LhaL you wanL Lo run on auLomaLlc placemenLs
Managed Placement %argeting Basics
About MunugeJ Plucementx
Managed placements are speciIic website placements in the Display Network that you
deliberately choose to target. There are a couple oI reasons why you may want to add
managed placements to an ad group:
1 |aceent anageent ouve opLed Lo run ads on Lhe ulsplay neLwork buL only on
8elevanL pages only on Lhe placemenLs manage @hls ls a neLwork seLLlngs opLlon on
Lhe SeLLlngs Lab aL Lhe campalgn level
2 8|d anageent oure runnlng ads across Lhe enLlre ulsplay neLwork buL youd llke Lo
ralse or lower blds for speclflc placemenLs
4 lor example you may wanL Lo be more compeLlLlve for placemenL on a parLlcular
webslLe ou can add lL as a managed placemenL and ralse your bld for LhaL one
placemenL
4 ou may also see an auLomaLlc placemenL LhaL you donL wanL Lo enLlrely exclude
buL LhaL doesnL parLlcularly lnLeresL you ou can add lL as a managed placemenL
and lower Lhe bld for LhaL webslLe
ow KeyworJx unJ MunugeJ Plucementx Work ogether
When you use both keywords and managed placements together in an ad group, the
Iollowing two things aIIect how and where your ad will be shown:
Step 1 - eywords always do their work first.
When an ad group has keywords, the AdWords system always starts by looking through
every possible page in the Google Display Network to Iind content that matches those
keywords. This happens automatically. AdWords takes contextual matching down to the
page level. II a placement has many diIIerent pages, only those pages that match your
keywords can show your ads.
Step 2 - Managed placements further control where your ads may appear.
Managed placements ensure your ads appear on speciIic placements you've chosen. II you
Iurther restrict your network ad delivery to "Relevant pages only on the placements I
manage," your ads will show only on the speciIic sites where you want them to appear.
Your ads can appear only on your chosen placements, and only when pages on those
placements also match your keywords.
You'll be choosing the set oI placements where your ad can show, but contextual targeting
will determine the pages where your ad will show within that set oI placements. (You don't
have to add keywords. In which case, your ad can show anywhere on the placements you
choose, even iI your ad doesn't precisely match the content on those placements.)
II you want your ads to show anywhere on a given placement, without regard to contextual
matching, then create an ad group with placements only, and set your campaign settings to
"Relevant pages only on the placements I manage." That way your placement choices (and
the AdWords auction) will be the only Iactor involved in where your ad can appear.
Prlclng for KeyworJx unJ MunugeJ Plucementx
You're Iirst prompted to add a managed placement deIault bid the Iirst time you add a
managed placement to each ad group. You set one deIault bid Ior all managed placements
in each ad group. Editing this deIault bid will update the bid Ior each managed placement
using that bid.
AdWords always uses the most speciIic bid available. II you later set a placement bid, then
AdWords will always use your placement bid instead oI the managed placement deIault
bid. When you make a placement bid, you're telling AdWords that you want that bid to
have top priority Ior that particular placement.
Here's the general order oI bids, Irom most speciIic (and highest priority) to lowest:
O Ind|v|dua| b|d f you seL lndlvldual keyword placemenL or audlence bld Lhe lndlvldual bld
overrldes Lhe ad group defaulL bld
O Ad group anaged p|aceent b|d
O Ad group D|sp|ay -etwork b|d oure prompLed Lo seL a ulsplay neLwork bld each Llme
you creaLe an ad group f you donL seL Lhls bld well use Lhe defaulL bld
O Ad group defau|t b|d f you donL seL a ulsplay neLwork bld for your ad group our sysLem
wlll use an auLomaLlc bld based on an average of all keyword s for Lhe ad group
lncludlng Lhe defaulL ad group and lndlvldual keyword s
Bid modiIiers, such as changes Ior ad scheduling or demographic bids, are applied aIter
your primary bid is chosen.
Selectlng MunugeJ Plucementx
There are three main ways to add managed placements to an ad group: manually adding,
copying Irom your "automatic placements" table, or using the Placement Tool .
Manually add managed placements
1 Co Lo Lhe neLworks Lab aL Lhe ad group level
2 llnd Lhe ulsplay neLwork Lable and cllck show deLalls nexL Lo ulsplay neLwork
managed placemenLs
3 When Lhe managed placemenL Lable opens cllck + Add placemenLs
Copy from automatic placements
auLomaLlc placemenLs
3 When Lhe auLomaLlc Lable opens (you may have Lo scroll down Lhe page) youll see a llsL
of domalns (lf any) on whlch your ads have run
4 f your ad group has never run on auLomaLlc placemenLs Lhls Lable wlll be empLy
so you wonL be able Lo add managed placemenLs vla Lhls meLhod
4 f you have auLomaLlc placemenLs you can selecL Lhe check boxes nexL Lo Lhe ones
youd llke Lo copy Lo your managed placemenLs Lable
4 AfLer selecLlng one or more placemenLs cllck Manage placemenL and bld
Use the Placement %ool
managed placemenLs
3 When Lhe managed placemenL Lable opens cllck + Add placemenLs
4 llck @ry Lhe lacemenL @ool nexL Lo Lhe LexL box for manually addlng placemenLs
3 nce Lhe lacemenL @ool launches you can flnd and add managed placemenLs ln a varleLy
of ways
4 8rowse categor|es SelecL placemenLs from Loplcs llke Cames or PealLh
4 Descr|be top|cs LnLer words (llke Lennls) or phrases (llke Lennls racqueL sLrlngs) Lo
see a llsL of placemenLs maLchlng Lhose Loplcs
4 L|st UkLs llnd ouL lf speclflc webslLes are avallable on Lhe Coogle neLwork and
see slmllar avallable placemenLs
4 Se|ect deograph|cs lck Lhe audlence you wanL Lhen choose from placemenLs
LhaL maLch LhaL audlence
Learn more about the using the Placement Tool.
ry lt Now: AJJ unJ Jlt Plucementx
There are three ways to add managed placements to an ad group: you can add them
manually, you can copy them Irom your "automatic placements" table, or you can use the
placement tool. II you're looking Ior placement ideas, try the second and third options.
Follow the instructions below to manually add a managed placement:
2 AL Lhe ad group level open Lhe -etworks Lab
3 n Lhe ulsplay neLwork Lable cllck show deta||s nexL Lo D|sp|ay -etwork anaged
p|aceents
4 llck + Add p|aceents
3 SelecL an ad group
6 Add a LargeL u8 omlLLlng www use Lhe placemenL Lool Lo generaLe a relevanL u8
7 llck Save
1 Managed lacemenLs allow adverLlsers Lo hand selecL pages Lo show ads Why mlghL an
adverLlser wlsh Lo LargeL a slLe or page wlLhln a slLe?
2 an unlque blds for each placemenL change ad dellvery?
3 Pow can an adverLlser prevenL an ad from showlng on a glven webslLe?
Monltorlng Plucement Performunce
It's important to review the perIormance oI your ads on all placements to determine
whether the placements are eIIective. II they aren't, you can remove them Irom your
campaign just as you would remove keywords when reIining a keyword list.
To run a URL report, click See URLs under automatic placements or managed placements
on the Networks tab oI any campaign. This report will list the pages where your ads have
appeared on the Display Network and your ads' statistics.
AIter you run the report, check the results. Focus on the areas that matter the most by
initially sorting the data by column Iields such as "Clicks" or "Cost." This helps you
understand which domains or URLs give your ads the most exposure.
Here are some tips Ior analyzing a URL report:
O mplemenL Coogles converslon Lracklng so you can undersLand how lndlvldual slLes are
converLlng for you
O uonL focus on lower overall cllckLhrough raLes (@8) 8emember A low @8 on a glven
slLe does noL necessarlly mean your ads perform poorly users behave dlfferenLly on
ulsplay neLwork pages Lhan Lhey do on search slLes lor more Lelllng lnformaLlon rely on
your converslon daLa
O When you flnd placemenLs where ads from one ad group converL well conslder addlng
Lhem as managed placemenLs on Lhe neLworks Lab ln your ad group @ry ralslng your bld
so LhaL your ads wlll have a beLLer chance of appearlng whenever your keywords puL your
ad on LhaL placemenL r Lry dolng Lhe opposlLe wlLh poorerperformlng placemenLs
lower your bld Lo seek a beLLer 8 on Lhose speclflc placemenLs
O 8espond only Lo sLaLlsLlcally slgnlflcanL daLa L may Lake several weeks before you can see
how your ad ls dolng on a speclflc slLe We recommend walLlng unLll you have enough cllck
and lmpresslon daLa before maklng declslons
O use Lhe reporL Lo ldenLlfy and exclude slLes LhaL are noL converLlng for your campalgn
xcluJlng Plucementx from lxpluy Network urgetlng
By electing to show your ads on the Google Display Network you can expand your reach to
prospects visiting a variety oI websites that are relevant to your business. However, there
may be times where you Ieel that certain websites aren't appropriate Ior your ads. II this is
the case, you can exclude placements and categories oI placements to prevent your ads
Irom appearing on these sites. With this exclusion Ieature, you can enjoy the beneIits oI
advertising on the Display Network while still precisely controlling your targeting.
You can prevent your ads Irom appearing on individual placements and categories oI
placements at the campaign level and individual placements at the ad group level. To do
this, visit the Networks tab oI any campaign. Expand the "Exclusions" section beneath the
table. You can then enter individual placements at the ad group level, and individual
placements or categories at the campaign level.
Two things to note:
O MosL excluslons apply only Lo Lhe ulsplay neLwork Powever lf you exclude parked
domalns youll exclude all parked domaln slLes on boLh Lhe ulsplay neLwork and Lhe
Search neLwork
O ou can exclude up Lo 3000 slLes ln each of your campalgns Weve lnsLlLuLed Lhls llmlL Lo
ensure LhaL campalgns donL place unnecessary load on our adverLlslng servers
ry lt Now: AJJ Plucement xcluxlonx
use excluslons Lo you prevenL your ads from appearlng on lndlvldual webslLes or caLegorles of
webpages Lxcluslons only apply Lo Lhe ulsplay neLwork unless oLherwlse noLed lollow Lhese
lnsLrucLlons Lo pracLlce addlng excluslons for your ads
1 Slgn ln Lo your AdWords accounL aL hLLp//adwordsgooglecom
2 llck ampalgns ln Lhe Lop green navlgaLlon bar
3 navlgaLe Lo a campalgn or ad group
4 llck on Lhe neLworks Lab and scroll down Lo Lhe boLLom of Lhe page
3 f Lhe excluded placemenLs Lables arenL showlng open Lhem by cllcklng + nexL Lo Lhe
Lxcluded placemenLs secLlon
6 oull see an Ad group level Lable and a ampalgn level Lable Lach has four acLlon
buLLons Lo choose from xc|ude p|aceent d|t De|ete and Down|oad (LdlL and
ueleLe only become acLlve buLLons afLer you selecL one or more exlsLlng excluded
placemenL Lo edlL)
7 hoose an acLlon and follow Lhe sLeps LhaL follow
1 When would you use Lhe SlLes Lab versus Lhe @oplcs or age @ypes Labs?
2 WhaL adverLlsers mlghL beneflL from excludlng slLes?
%argeting Placements by Content %ype
urgetlng VlJeo Plucementx
You can use the Placement Tool to target video content on sites that are a part oI the
Google Display Network. Web users visiting a video publisher site may see your ads in or
around the videos they watch while browsing the site. II these placements are available Ior
your location and language settings, you can access them via the Entertainment placement
targeting category within the Placement Tool.
urgetlng 0ume Plucementx
You can use the Placement Tool to target web-based games on sites that are a part oI the
Google Display Network. Web users visiting a game site may see your ads in or around the
games they play while browsing the game site. II these placements are available Ior your
location and language settings, Online Games will appear as a placement targeting
category within the Placement Tool under "Games ~ Video Games."
urgetlng FeeJ Plucementx
You can use the Placement Tool to target RSS Ieeds that are a part oI the Google Display
Network. Feeds allow web users to track updates and new content Ior their Iavorite sites,
and allow publishers on the Display Network to syndicate their content to subscribed web
users automatically. You can target your text and image ads to speciIic web Ieeds across the
hundreds oI thousands oI sites across the Display Network. II these placements are
available Ior your location and language settings, Feeds will appear as a placement
targeting category within the Placement Tool.
ry lt Now: AJJ 0ume unJ FeeJ Plucementx
Ads can be placed on emerging media placements like games and web Ieeds through
placement targeting.
Follow these instructions to Iind the screen to add game and Ieed placements.
1 navlgaLe Lo Lhe Ad Group Lab wlLhln your accounL
2 SelecL an ad group
3 SelecL Lhe -etworks Lab wlLhln Lhe ad group
4 SelecL Show Deta||s nexL Lo Managed lacemenLs
3 SelecL Add |aceents
6 SelecL 1ry the |aceent 1oo|
7 under 8rowse Categor|es selecL a caLegory such as Cames or LnLerLalnmenL f Lhere are
lngame placemenLs avallable Lhey wlll show aL Lhe boLLom of Lhe placemenL llsL (only lf
avallable Lo your locaLlon and language seLLlngs)
A Iew questions to consider:
1 When mlghL an adverLlser wanL Lo LargeL Lo a game or feed?
2 Whlch ad formaLs may be LargeLed Lo a web feed?
urgetlng Moblle Plucementx
You can use the Placement Tool to target placements to mobile sites that are a part oI the
Google Display Network. Mobile phone users who browse the web and visit these sites
may see your ads in these placements. II they're available Ior your location and language
settings, Mobile Phones will appear as a placement targeting category within the
Placement Tool under "Telecommunications ~ Mobile & Wireless."
Placement %argeting Best Practices
Overvlew of Bext Pructlcex for Plucement urgetlng
When choosing placements, Iocus on the Iollowing:
O use relevanL keywords for auLomaLlc placemenLs and Lo furLher reflne your managed
placemenLs
O uslng keywords Lo reflne Lhe LargeLlng for your ads on placemenLs ls a good opLlon when
youre LargeLlng slLes LhaL have a wlde varleLy of conLenL (such as news slLes and soclal
neLworks) @haL way your ads wlll be more llkely Lo appear ln relevanL locaLlons on Lhose
slLes Addlng keywords wlll also llmlL Lhe poLenLlal number of cllcks and lmpresslons so
you should monlLor your ads performance Lo make sure youre seelng Lhe resulLs you
wanL
O f you wanL conLexLual LargeLlng Lo be Lhe only decldlng facLor ln where your ads appear
you should creaLe a keywordonly ad group
O f you wanL your ads Lo show anywhere on a glven placemenL wlLh no regard Lo
conLexLual maLchlng Lhen creaLe an ad group wlLh placemenLs only and seL your
campalgn seLLlngs Lo 8elevanL pages only on Lhe placemenLs manage @haL way your
placemenL cholces (and Lhe AdWords aucLlon) wlll be Lhe only facLor lnvolved ln where
your ad can appear
O SelecL placemenLs LhaL reflecL your LargeL audlence and whlch reach your users on slLes
Lhey are mosL llkely Lo vlslL lor example lf you wanL Lo sell vldeo game equlpmenL you
may wanL Lo LargeL placemenLs LhaL appear under Lhe Ildeo Came caLegory
O @ry creaLlng rlch medla and dlsplay ads and selecLlng slLes LhaL allow Lhese ad formaLs ln
Lhelr placemenLs lor example lf youve creaLed an lmage ad for your campalgn you can
LargeL Lhose ads Lo placemenLs LhaL accepL lmage ads
O @ake advanLage of LargeLlng dlfferenL Lypes of conLenL wlLhln Lhe ulsplay neLwork 8eyond
LexL conLenL many webslLes conLaln engaglng user conLenL such as vldeos and games @ry
LargeLlng your ads Lo your poLenLlal cusLomer by reachlng Lhem Lhrough Lhe Lypes of
conLenL Lhey mlghL en[oy lor example lf you sell a vldeo subscrlpLlon servlce you mlghL
creaLe a vldeo ad for your producL and LargeL Lhe ad Lo slLes llke ou@ube
O f you Lhlnk youll be uslng managed placemenLs mosLly Lo manage slLes on whlch you
wanL Lo be hlghly compeLlLlve conslder ralslng Lhe managed placemenL defaulL bld @hls
wlll glve you a sLronger chance aL wlnnlng Lhe ranklng aucLlon
. AdWords Bidding and Budgeting
. Uverview of Bidding
Introduction to AdWords Bidding
ow AJWorJx BlJJlng Workx
A bid is the amount you're willing to pay per click, per thousand impressions, or per
acquisition. Each time your ad is eligible to appear, an auction takes place among your ads
and all the other eligible ads. Your bid is one oI the Iactors that determines whether your ad
shows, and in what position.
The most common type oI bid is a maximum cost-per-click (CPC) bid. When you use CPC
bidding, you pay only when someone clicks on your ad. Raising your CPC bid can improve
your ad's position, and lowering your bid can decrease your ad's position. Keep in mind,
however, that ads are not ranked solely by their bid.
O kank|ng on the Search -etwork
Ads are ranked on search pages based on a comblnaLlon of Lhe maLched keywords
bld and CuallLy Score CuallLy Score ls deLermlned by Lhe keywords cllckLhrough raLe
(@8) on Coogle relevance of ad LexL hlsLorlcal keyword performance landlng page and
oLher relevancy facLors Pavlng relevanL keywords and ad LexL a hlgh bld and a
sLrong @8 wlll resulL ln a hlgher poslLlon for your ad

O kank|ng on the D|sp|ay -etwork
Ads are ranked on ulsplay neLwork pages based on Lhe ad group defaulL bld (when Lhere
arenL more speclflc blds LhaL apply) Lhe ads pasL performance on Lhls and slmllar slLes
and Lhe landlng page quallLy Powever lf youve seL a ulsplay neLwork bld or a bld for a
speclflc placemenL Lhese wlll overrule Lhe ad group defaulL bld when your ad runs on Lhe
ulsplay neLwork or Lhe placemenL youve selecLed @hese more speclflc blds affecL your ad
rank so you mlghL conslder lncreaslng blds for placemenLs on whlch youd llke Lo rank
hlgher
Visit our Optimization Tips page to read more about account optimization. You'll learn
how to maximize perIormance Ior ads and improve your ad's position without having to
raise your bid.
BlJJlng Optlonx
Depending on your advertising goals and how closely you want to monitor and manage
your bids, you can choose one oI several diIIerent bidding options.
Focus on clicks: Cost-per-click (CPC) bidding
In campaigns using this bidding option, you set a CPC bid Ior each ad group or keyword in
your campaign. Your CPC bid reIers to the amount you're willing to pay Ior a click on your
ad when the ad appears on Google or one oI our partner sites.
With CPC bidding, you pay only when someone clicks on your ad. CPC bidding is
recommended iI you're mostly interested in getting traIIic on your site. You have two
options Ior CPC bidding:
O Autoat|c b|dd|ng ou seL a dally budgeL and AdWords works Lo brlng you Lhe mosL
cllcks posslble wlLhln LhaL budgeL f you llke you can seL a bld llmlL Lo ensure Lhe
AdWords sysLem doesnL bld more Lhan a parLlcular amounL
O Manua| b|dd|ng As wlLh auLomaLlc blddlng you pay only when someone cllcks on your
ad Powever Lhls opLlon leLs you conLrol your own maxlmum blds ou can seL blds aL
Lhe ad group level or for lndlvldual keywords or placemenLs
Focus on impressions: Cost-per-thousand impressions (CPM) bidding
In campaigns targeted to the Display Network, you may choose the CPM option. Instead oI
bidding and paying only Ior clicks, you can choose to bid Ior impressions on your ad, and
pay Ior every thousand times your ad appears. II you're mostly interested in branding and
getting ad visibility, we recommend choosing this option.
As with manual CPC bidding, you can set bids at the ad group level, or Ior individual
placements. For example, iI you Iind that a particular placement is more proIitable, you can
raise your bid Ior that placement.
Note that when CPC and CPM ads compete with each other in the same Display Network
auction, the AdWords system uses a system oI eIIective CPM, or eCPM, to compare and
rank the ads. For cost-per-click (CPC) ads, the AdWords dynamic ranking system considers
the bid, clickthrough rate (CTR), and other relevance Iactors. The resulting number is the
ad's eCPM, or eIIective cost per 1000 impressions.
CPM ads are ranked Ior display according to their CPM bid, competing with other CPM
ads and with CPC ads. A CPM ad always occupies the entire ad space, with either an image
ad or other multimedia ad, or an expanded text ad. For this reason, you might wish to bid
higher Ior CPM ads than you would Ior CPC ads.
Focus on conversions: Conversion Optimizer
This bidding option enables you to speciIy a maximum cost-per-acquisition (CPA) bid Ior
each ad group in your campaign. The Conversion Optimizer uses your AdWords
Conversion Tracking data to get you more conversions at a lower cost. It optimizes your
placement in each ad auction to avoid unproIitable clicks and to get you as many proIitable
clicks as possible.
Using historical inIormation about your campaign, the Conversion Optimizer automatically
Iinds the optimal equivalent cost-per-click (CPC) bid Ior your ad each time it's eligible to
appear. You still pay per click, but this Ieature can decrease the need to adjust your bids
manually.
Your campaign must meet the Iollowing requirements in order to begin using the
Conversion Optimizer:
O AdWords onverslon @racklng musL be enabled
O @he campalgn musL have recelved aL leasL 13 converslons ln Lhe lasL 30 days @he
onverslon pLlmlzer requlres Lhls converslon hlsLory ln order Lo make accuraLe
predlcLlons abouL your fuLure converslon raLe
O @he campalgn musL have been recelvlng converslons aL a slmllar raLe for aL leasL a few
days
Note: Since you set a maximum CPA with the Conversion Optimizer, it's normal Ior your
actual average cost per conversion to be lower than the maximum CPA bid you set.
Setting and Managing AdWords Bids
Settlng AJWorJx BlJx
The bid you set is up to you. Your maximum CPC or CPM bid represents the highest
amount that you're willing to pay per click or thousand impressions, respectively, on your
ad. You can set a bid at the ad group level, or Ior individual keywords and placements. II
you don't speciIy a maximum CPC or CPM bid Ior a given keyword or placement, the ad
group maximum CPC or CPM bid will automatically apply. II you have both keyword-
level and placement-level bids within an ad group, and an ad shows on one oI the
placements Ior which you've set a bid, the placement bid applies.
Your maximum CPC bid must be at least US$0.01. Your maximum CPM bid must be at
least US$0.25.
When setting your CPC or CPM bid, consider the Iollowing:
O 1he va|ue of a c||ck Pow much ls a vlslLor Lo your webslLe worLh? Pow llkely ls lL LhaL a
cllck wlll Lurn lnLo a converslon (sale slgnup eLc)? f a cllck has a hlgh value Lo you Lhen
you mlghL wanL Lo seL a hlgh bld f lL has a low value lower Lhe bld ou can geL
converslon sLaLlsLlcs by seLLlng up converslon Lracklng or by uslng Coogle AnalyLlcs Also
keep ln mlnd LhaL hlgher blds can lncrease cllck volume buL Lhey can also resulL ln more
expenslve cllcks ower blds can decrease your volume buL also geL cheaper cllcks
onslder Lhls Lradeoff beLween prlce and volume when youre seLLlng your blds

O our da||y budget 8e sure LhaL your dally budgeL ls hlgher Lhan your or M bld
Lherwlse your ad wonL show
oolx for Munuglng AJWorJx BlJx
In addition to the various bidding options, AdWords also oIIers the tools listed below.
Tip: Only use these tools iI you have enough campaign perIormance statistics to help you
make inIormed decisions about how to use the tools.
Ad scheduling: a tool Ior adjusting your bids Ior diIIerent times oI day or days oI the
week.
Ad scheduling lets you control the days and times your AdWords campaigns appear. In an
advanced mode it also lets you set diIIerent bid multipliers Ior diIIerent times oI the day
and the week. The bid multiplier (10 to 1000 oI the original CPC) aIIects all ads in the
campaign, including ads with separate search and Display Network bids. When the
multiplier time period is over, your campaign will revert to your normal campaign bids. Ad
scheduling is more eIIective than manual operations oI the same type - it's Iully automated
and you don't experience any delays as you might with manual status changes and bid
adjustments. You may create up to six time periods per day, each with its own bid
multiplier entry.
Ad scheduling is based on account time zone. Ads will appear during the hours shown in
your account, not in the time zone oI the regions you have targeted. Ad scheduling doesn't
change your daily budget. Your overall budget remains the same whether or not you enable
ad scheduling.
Demographic bidding: a tool Ior targeting your ads to speciIic groups oI customers
visiting certain sites in the Google Display Network.
Many AdWords users want their ads to be seen especially by users oI a certain
demographic group: Ior instance, by women, or by people between the ages oI 35 and 44,
or even by women between the ages oI 35 and 44. II you'd like a particular demographic
group to see your ad when it appears on certain Display Network sites, you can help make
that happen by boosting your bid whenever your ad is eligible to be shown to a member oI
your preIerred group. This is done with the Bid system Iound on the demographic
bidding page oI your campaign.
Position preference: a tool Ior speciIying in which positions you'd like your ads to appear.
Position preIerence is a bidding Ieature that gives sophisticated advertisers more control
over the positioning oI their ads. It helps some advertisers better promote their brands or
earn a higher return on investment (ROI). In particular:
O ulrecLresponse adverLlsers can LargeL Lhelr mosL cosLeffecLlve ad ranklngs
O 8rand adverLlsers can make sure Lhelr ads run only ln Lhe mosL vlslble poslLlons
Position preIerence helps you achieve your desired ad position in two ways. First, it
attempts to show your ad only when the Ad Rank (maximum CPC x Quality Score) has
placed the ad in the positions you selected. Second, iI the Ad Rank places the ad in a higher
spot, position preIerence will discount your maximum CPC bid to move the ad into your
desired range.
Best Practices for AdWords Bidding
Overvlew of Bext Pructlcex for BlJJlng
Here are some best practices:
O hoose Lhe blddlng sLraLegy LhaL flLs your adverLlslng goals f youre focused on cllcks
choose auLomaLlc or manual blddlng f youre focused on bulldlng awareness of a
producL or brand on Lhe Coogle ulsplay neLwork choose M blddlng f youre focused
on a parLlcular cusLomer acLlon such as leads or purchases choose Lhe onverslon
pLlmlzer (A blddlng)

O f youre a newer adverLlser and youd llke Lo use manual blddlng conslder uslng
auLomaLlc blddlng Lo deLermlne whaL blds you mlghL wanL Lo use AfLer you use
auLomaLlc blddlng for a few weeks you can Lhen swlLch Lo manual blddlng and seL your ad
group blds Lo Lhe approprlaLe levels

O mplemenL AdWords onverslon @racklng Lo see how much converslons cosL when youre
uslng varlous blds

O use Lhe bld slmulaLor Lo see Lhe posslble adverLlslng resulLs you could geL lf you used a
dlfferenL keyword maxlmum bld @he bld slmulaLor doesnL predlcL Lhe fuLure buL lL
esLlmaLes Lhe cllck cosL and lmpresslon daLa LhaL your ads would have recelved over Lhe
lasL seven days had you seL dlfferenL keywordlevel blds @o see a bld slmulaLlon for a
keyword cllck Lhe bld slmulaLor lcon nexL Lo Lhe maxlmum bld

O ueLermlne whlch keywords or placemenLs are glvlng you Lhe besL resulLs Ad[usL blds and
Lallor ads as necessary
. Uverview of Budgets
Introduction to Budgets
ow BuJgetlng Workx wlth AJWorJx
Your daily budget is the amount that you're willing to spend on a speciIic AdWords
campaign each day, on average. The daily budget you set Ior your campaign is entirely up
to you. When the budget limit is reached, your ads will typically stop showing Ior that day.
How quickly your ads are shown during a given day is determined by your ad delivery
setting.
On any single day, the AdWords system may deliver up to 20 more clicks than your daily
budget calls Ior. This helps make up Ior other days within the same billing period in which
your daily budget is not reached due to variations in search patterns. (Days in which your
daily budget is not reached may include partially paused days.) However, our system makes
sure that in a given billing period, you're never charged more than the number oI days in
that billing period times your daily budget. For example, iI you budget US$10 per day, and
you're charged Ior a 30-day billing period, the maximum you would pay is US$300.
ypex of AJWorJx BuJgetx
Each campaign has a daily budget, which can be adjusted any time. You can also speciIy
whether you want to use standard delivery or accelerated delivery. This choice will aIIect
how quickly your ads are shown each day, but in each case your selected budget will apply.
O SLandard dellvery Well spread your ad lmpresslons across Lhe day Lo make sure you donL
accrue all of your cllcks early on f your budgeL ls seL below Lhe sysLemrecommended
budgeL your ads may noL recelve all posslble lmpresslons
O AcceleraLed dellvery Well dlsplay your ads as ofLen as posslble unLll your budgeL ls
reached f your budgeL ls seL below Lhe sysLemrecommended budgeL your ads may noL
recelve all posslble lmpresslons
For My Client Center (MCC) accounts, AdWords oIIers Manager DeIined Spend (MDS).
This is a simple way Ior MCC account users to control their managed accounts' budgets. II
a client manager moves all oI their managed accounts to MDS, the client manager can
create and modiIy these accounts' budgets instantaneously via their MCC dashboard.
Additionally, the client manager will be billed Ior these accounts via one Manager Order-
level monthly invoice.
Setting and Managing Budgets
Settlng BuJgetx ln AJWorJx
The budget you set is up to you. You can edit your budget or view the recommended
budget on the Settings tab Ior your campaign.
II you're a client manager and your client accounts are using Manager DeIined Spend
(MDS), you can modiIy the client's budget on the Budget tab oI your MCC dashboard.
To help guide your budget choice, Google calculates a recommended daily budget Ior each
campaign. This recommendation is the daily budget necessary Ior your ad to appear as
Irequently as possible Ior your keywords.
The recommended daily budget includes a detailed budget analysis oI your campaign
perIormance, typically Irom the past 15 days. Based on your recent perIormance, our
system can estimate how a new budget amount can aIIect the number oI ad impressions you
could receive. The recommended amount can vary based on your current budget, your
recent campaign perIormance, keyword list, and targeting settings.
Here's a basic idea oI how your recommended amount is calculated:
1 ueLermlnlng your LoLal poLenLlal lmpresslons
2 omparlng poLenLlal lmpresslons wlLh your recenL performance and cosLs
3 omblnlng dally esLlmaLes
4 @emperlng recommended amounLs Lo allow for LesLlng
A higher budget can increase how oIten your ad is shown, which can result in more
opportunity Ior clicks and conversions. However, setting your daily budget to the amount
we recommend is entirely optional. You're always in Iull control oI your AdWords account.
Again, note that Google may allow up to 20 more clicks in a day than your campaign's
daily budget speciIies. However, our system makes sure that in a given billing period,
you're never charged more than the number oI days in that billing period times your daily
budget.
oolx for Munuglng AJWorJx Coxtx
In addition to giving you Iull control oI your budget, AdWords oIIers several tools that can
Iurther help you manage your advertising costs.
Automatic bidding: This bidding option enables you to speciIy a target daily budget Ior
your campaign and let AdWords adjust your maximum CPC bids to maximize the clicks
you get Ior that target budget. II your goal is to hit a particular advertising budget, this
bidding option is the simplest way to reach your goal.
Ad scheduling: To ensure your ads appear only at particular times oI day, you can use ad
scheduling to choose speciIic days and times Ior your ads to show.
Conversion Optimizer: This bidding option uses your AdWords Conversion Tracking
data to get you more conversions at a lower cost. It optimizes your placement in each ad
auction to avoid unproIitable clicks and gets you as many proIitable clicks as possible.
ry lt Now: Chunge the BuJget for un AJ Cumpulgn
SeLLlng your dally budgeL Lo Lhe recommended value wlll maxlmlze your ads vlslblllLy and acLlvlLy
LhroughouL Lhe enLlre day f your dally budgeL ls lower Lhan Lhe recommended amounL your ads
may noL appear every Llme Lhey oLherwlse could lollow Lhese lnsLrucLlons Lo change Lhe dally
budgeL for an ad campalgn
To quickly change the budget Ior an ad campaign, Iollow these steps:
1 n Lhe ampalgns Lable cllck on Lhe budgeL youd llke Lo edlL
2 LnLer Lhe new budgeL
3 llck Save
You can also change the budget Ior a campaign Irom that campaign's Settings tab:
1 SelecL Lhe campalgn youd llke Lo edlL
2 SelecL Lhe Sett|ngs Lab
3 llck d|t nexL Lo Lhe campalgns budgeL
4 LnLer Lhe new budgeL
3 llck Save
A Iew questions to consider:
1 WhaL sLeps should you Lake lf your campalgn ls spendlng lLs budgeL before Lhe end of Lhe
day?
2 When mlghL you conslder lncreaslng your dally budgeL?
3 WhaL are some Lools you can use Lo esLlmaLe Lrafflc and spend for a seL of keywords?
Best Practices for Budgets
Overvlew of Bext Pructlcex for BuJgetx
Here are a Iew tips to keep in mind when you set your daily budget:
O keep your LoLal accounL spend ln mlnd when speclfylng your campalgn budgeL our dally
budgeL applles Lo lndlvldual campalgns noL your LoLal adverLlslng spend lor example lf
you have Lhree ad campalgns each wlLh uS$300 dally budgeLs your average spend may
be uS$1300

O @hlnk of your blds ln addlLlon Lo your budgeL our blds are Lhe prlmary way Lo conLrol
your adverLlslng spend

O f youd llke Lo Lry dlfferenL budgeLs for your campalgn keep ln mlnd LhaL you may change
your dally budgeL for each campalgn a maxlmum of Len Llmes ln a slngle day

O n addlLlon Lo your budgeL and blds you can opLlmlze your campalgn Lo conLrol your
adverLlslng spend f you flnd LhaL youre uslng up your budgeL before Lhe end of Lhe day
you can opLlmlze your ads and keywords Lo ensure your ad recelves more LargeLed Lrafflc
and shows LhroughouL Lhe day
Here are a Iew tips to keep in mind when creating and editing budgets Ior managed
accounts on Manager DeIined Spend (MDS):
O Make sure Lhe accumulaLed monLhly spend for Lhe managed accounLs LhaL you have on
MuS doesnL exceed your companys approved credlL llne wlLh Coogle lease conLacL us lf
you donL know your credlL llne

O ou can creaLe as many budgeLs as you llke for each managed accounL @he duraLlon of
each budgeL ls up Lo you monLhly quarLerly yearly eLc We recommend however LhaL
youre conslsLenL LhroughouL your accounLs Lo make managlng Lhe end daLes as easy as
posslble

O @he sLarL daLe of a new budgeL defaulLs Lo Lhree days ln Lhe fuLure lor lnsLance lf you
creaLe a budgeL on leb 19 Lhe sLarL daLe would auLomaLlcally populaLe as leb 22 8e
sure Lo ad[usL Lhe sLarL daLe lf necessary

O SLarL daLes for new budgeLs canL overlap wlLh oLher budgeLs LhaL may already be seL up
for Lhe managed accounL @hls ls parLlcularly lmporLanL for accounLs LhaL are currenLly on
credlL Lerms wlLh monLhly budgeLs
. Policies and Ad Quality Topics
. Ad and Site Quality
Introduction to Ad Quality
ow AJ quullty Ix eflneJ
People use Google because they Iind what they're looking Ior Iast - whether it be the latest
news, best candy bar, or closest pizzeria. This is the essence oI relevance: Google provides
users with the most relevant search results based on their search.
Relevance doesn't end with our search results. We also work to show the most relevant ads
Ior every search query. This model works Ior advertisers as well as users: The more
relevant the ads are, the more likely users are to click on them.
We measure relevance Ior search and ads diIIerently.
O lor search resulLs relevance ls auLomaLlcally deLermlned by many facLors lncludlng
Coogles paLenLed age8ank algorlLhm @he more relevanL a search resulL Lhe hlgher lL
wlll be ranked earn more abouL how Coogle search resulLs are ranked

O lor AdWords ads Lhe mosL lmporLanL facLor ln relevance ls Lhe ads quallLy whlch we
measure wlLh a meLrlc called CuallLy Score @he hlgher your CuallLy Score Lhe hlgher
your ad wlll be ranked and Lhe lower your cosLs wlll be earn more abouL how AdWords
ads are ranked below
IntroJuctlon to quullty Score
Quality Score is based on your keyword's click-through rate (CTR); the relevance oI your
ad text, keyword, and landing page; and several other Iactors.
A Quality Score is calculated every time your keyword matches a search query -- that is,
every time your keyword has the potential to trigger an ad. Quality Score is used in several
diIIerent ways, including inIluencing your keywords' actual cost-per-clicks (CPCs) and ad
position. In general, the higher your Quality Score, the lower your costs and the better your
ad position. This rewards you Ior having relevant ads.
Check out our video explaining Quality Score.
IntroJuctlon to IunJlng Puge quullty
One oI the Iactors that makes up Quality Score is the quality oI your landing page. Landing
page quality is inIluenced by the useIulness and relevance oI inIormation provided on the
page, ease oI navigation, load time, how many links are on the page, and more.
Improving landing page quality can help you gain the trust oI your customers and,
thereIore, keep them coming back to your site. You'll also make it easier Ior visitors to
make a purchase, sign up Ior a newsletter, or perIorm any other desired action.
About Quality Scores
Quality Score is used in several diIIerent ways, including:
O lnfluenclng your keywords cosLpercllcks (s)
O deLermlnlng wheLher a keyword ls ellglble Lo enLer Lhe ad aucLlon LhaL occurs when a user
enLers a search query
O affecLlng how hlgh your ad wlll be ranked
O esLlmaLlng Lhe flrsL page blds LhaL you see ln your accounL
In general, the higher your Quality Score, the lower your costs and the better your ad
position. AIter each auction is run and your ad is ranked, the AdWords Discounter adjusts
your actual CPC so you pay the minimum amount required to exceed the rank oI the next
ranked ad.
ow quullty Score Ix etermlneJ
A Quality Score is calculated every time your keyword matches a search query -- that is,
every time your keyword has the potential to trigger an ad. The Iormula behind Quality
Score varies depending on whether it's aIIecting ads on Google and the Search Network or
ads on the Display Network.
I. Quality Score for Google and the Search Network
While we continue to reIine our Quality Score Iormulas Ior Google and the Search
Network, the core components remain more or less the same:
O @he hlsLorlcal cllckLhrough raLe (@8) of Lhe keyword and Lhe ad on Coogle noLe LhaL @8
on Lhe Coogle neLwork only ever lmpacLs CuallLy Score on Lhe Coogle neLwork not on
Coogle
O our accounL hlsLory whlch ls measured by Lhe @8 of all Lhe ads and keywords ln your
accounL
O @he hlsLorlcal @8 of Lhe dlsplay u8s ln Lhe ad group
O @he quallLy of your landlng page
O @he relevance of Lhe keyword Lo Lhe ads ln lLs ad group
O @he relevance of Lhe keyword and Lhe ad Lo Lhe search query
O our accounLs performance ln Lhe geographlcal reglon where Lhe ad wlll be shown
O Lher relevance facLors
Note that there are slight variations to the Quality Score Iormula when it aIIects ad position
and Iirst page bid:
O Ior ca|cu|at|ng a keywordtargeted ads pos|t|on landlng page quallLy ls noL a facLor
Also when calculaLlng ad poslLlon on a Search neLwork placemenL CuallLy Score
conslders Lhe @8 on LhaL parLlcular Search neLwork placemenL
O Ior ca|cu|at|ng f|rst page b|d CuallLy Score doesnL conslder Lhe ad or search query slnce
Lhls esLlmaLe appears as a meLrlc ln your accounL and doesnL vary per search query
II. Quality Score for the Display Network
The Quality Score Ior determining whether an ad will appear on a Display Network
placement diIIers Ior contextually-targeted ads and Ior placement-targeted ads. (Learn the
diIIerence between these two.)
1 Contextua||ytargeted ads
The Quality Score Ior calculating a contextually-targeted ad's eligibility to appear
on a particular Display Network placement, as well as the ad's position on that
placement, depends on the campaign's bidding option.
II the campaign uses cost-per-click (CPC) bidding, Quality Score is based on:
4 @he hlsLorlcal @8 of Lhe ad on Lhls and slmllar slLes
4 @he relevance of Lhe ads and keywords ln Lhe ad group Lo Lhe slLe
4 @he quallLy of your landlng page
4 Lher relevance facLors
II the campaign uses cost-per-thousand-impressions (CPM) bidding, Quality Score
is based on:

2 |aceenttargeted ads
The Quality Score Ior determining iI a placement-targeted ad will appear on a
particular Display Network placement also depends on the campaign's bidding
option.
II the campaign uses cost-per-click (CPC) bidding, Quality Score is based on:
4 @he hlsLorlcal @8 of Lhe ad on Lhls and slmllar slLes
II the campaign uses cost-per-thousand-impressions (CPM) bidding, Quality Score
is based on:
Learn how CPM and CPC ads compete with each other.
About Landing Page and Site Quality
Overvlew of IunJlng Puge quullty
Landing page quality is one oI several Iactors that determine a keyword's Quality Score.
The quality oI a landing page is inIluenced by the useIulness and relevance oI inIormation
provided on the page, ease oI navigation, load time, how many links are on the page, and
more.
Each oI your keywords will receive a landing page quality grade visible when using
keyword diagnosis. The grade is based on the average quality oI the landing pages in the ad
group and oI any landing pages in the rest oI the account with the same domain. II multiple
ad groups have landing pages with the same domain, thereIore, the keywords in all these ad
groups will have identical landing page quality grades.
II keyword diagnosis shows that your landing page quality is graded "No problems," your
Quality Score will not be aIIected. II your landing page quality is graded 'Poor,' your
Quality Score will be negatively aIIected.
Note: When determining landing page quality grade, the AdWords system Iollows
destination URLs at both the ad and keyword level and evaluates the Iinal landing page.
Improvlng Your IunJlng Puge unJ Slte quullty
II your landing page quality has a poor grade, it's important to improve it Ior several
reasons. First, it can help you gain the trust oI your customers and, thereIore, keep them
coming back to your site. You'll also make it easier Ior visitors to make a purchase, sign up
Ior a newsletter, or perIorm any other desired action. And Iinally, you can increase your
overall Quality Score and lower your cost-per-clicks (CPCs).
You can improve your landing page quality by optimizing your website per our guidelines,
which emphasize the Iollowing three qualities:
I. Relevant and original content
Relevance and originality are two characteristics that deIine high-quality site content. Here
are some pointers on creating content that meets these standards:
Relevance:
O users should be able Lo easlly flnd whaL your ad promlses
O lnk Lo Lhe page on your slLe LhaL provldes Lhe mosL useful lnformaLlon abouL Lhe producL
or servlce ln your ad lor lnsLance dlrecL users Lo Lhe page where Lhey can buy Lhe
adverLlsed producL raLher Lhan Lo a page wlLh a descrlpLlon of several producLs
Originality:
O leaLure unlque conLenL LhaL canL be found on anoLher slLe @hls guldellne ls parLlcularly
appllcable Lo resellers whose slLe ls ldenLlcal or hlghly slmllar Lo anoLher resellers or Lhe
parenL companys slLe and Lo afflllaLes LhaL use Lhe followlng Lypes of pages
4 8rldge pages ages LhaL acL as an lnLermedlary whose sole purpose ls Lo llnk or
redlrecL Lrafflc Lo Lhe parenL company
4 Mlrror pages ages LhaL repllcaLe Lhe look and feel of a parenL slLe your slLe
should noL mlrror (be slmllar or nearly ldenLlcal ln appearance Lo) your parenL
companys or any oLher adverLlsers slLe
O rovlde subsLanLlal lnformaLlon f your ad does llnk Lo a page conslsLlng mosLly of ads or
general search resulLs (such as a dlrecLory or caLalog page) provlde addlLlonal unlque
conLenL
It's especially important to Ieature original content because AdWords won't show multiple
ads directing to identical or similar landing pages at the same time. Learn more about this
policy.
II. %ransparency
In order to build trust with users, your site should be explicit in three primary areas: the
nature oI your business; how your site interacts with a visitor's computer; and how you
intend to use a visitor's personal inIormation, iI you request it. Here are tips on maximizing
your site's transparency:
Your business inIormation:
O penly share lnformaLlon abouL your buslness learly deflne whaL your buslness ls or
does
O Ponor Lhe deals and offers you promoLe ln your ad
O uellver producLs and servlces as promlsed
O nly charge users for Lhe producLs and servlces LhaL Lhey order and successfully recelve
O ulsLlngulsh sponsored llnks from Lhe resL of your slLe conLenL
Your site's interaction with a visitor's computer:
O Avold alLerlng users browser behavlor or seLLlngs (such as back buLLon funcLlonallLy or
browser wlndow slze) wlLhouL flrsL geLLlng Lhelr permlsslon
O f your slLe auLomaLlcally lnsLalls sofLware be upfronL abouL Lhe lnsLallaLlon and allow for
easy removal 8efer Lo Coogles SofLware rlnclples for more guldellnes
Visitors' personal inIormation:
O unless necessary for Lhe producL or servlce LhaL youre offerlng donL requesL personal
lnformaLlon
O f you do requesL personal lnformaLlon provlde a prlvacy pollcy LhaL dlscloses how Lhe
lnformaLlon wlll be used
O Clve opLlons Lo llmlL Lhe use of a users personal lnformaLlon such as Lhe ablllLy Lo opL ouL
of recelvlng newsleLLers
O Allow users Lo access your slLes conLenL wlLhouL requlrlng Lhem Lo reglsLer r provlde a
prevlew of whaL users wlll geL by reglsLerlng
III. Navigability
A key to turning visitors into customers is making it easy Ior users to Iind what they're
looking Ior. Here's how:
O rovlde a shorL and easy paLh for users Lo purchase or recelve Lhe producL or offer ln your
ad
O Avold excesslve use of popups popunders and oLher obLruslve elemenLs LhroughouL
your slLe
O Make sure LhaL your landlng page loads qulckly earn ways Lo lmprove your load Llme
O @urn Lo Coogles WebmasLer Culdellnes for more recommendaLlons whlch wlll lmprove
your slLes performance ln Coogles search resulLs as well
ypex of Webxltex hut ecelve Iow IunJlng Puge quullty Scorex
users have conslsLenLly provlded negaLlve feedback on several Lypes of webslLes n our
commlLmenL Lo make AdWords as effecLlve as posslble for adverLlsers and users ads promoLlng
Lhese Lypes of webslLes may recelve low landlng page quallLy scores n some lnsLances Lhey wlll
noL be allowed Lo run
Website types to avoid
The Iollowing website types will be penalized with low landing page quality scores. II we
receive complaints about ads Ior websites oI this kind, they will not be allowed to continue
running.
O uaLa collecLlon slLes LhaL offer free lLems eLc ln order Lo collecL prlvaLe lnformaLlon
O ArblLrage slLes LhaL are deslgned for Lhe purpose of showlng ads
O Malware slLes LhaL knowlngly or unknowlngly lnsLall sofLware on a vlslLors compuLer
Website types to advertise with caution
The Iollowing website types will sometimes merit low landing page quality scores and may
be diIIicult to advertise aIIordably. II you choose to advertise one oI these website types, be
particularly careIul to adhere to our landing page quality guidelines -- especially the rule
about oIIering unique content.
O e8ook slLes
O CeL rlch qulck slLes
O omparlson shopplng slLes
O @ravel aggregaLors
Ad Quality Monitoring and Best Practices
Monltorlng Your quullty Score
Due to the dynamic nature oI the Internet, your keywords' Quality Scores can Iluctuate
oIten. ThereIore, it's a good idea to monitor your perIormance and make adjustments as
needed.
To analyze your account perIormance quickly, use the Iollowing resources:
O keyword d|agnos|s @o vlew Lhe CuallLy Score for a slngle keyword hover over Lhe speech
bubble lcon nexL Lo Lhe keywords sLaLus ln Lhe keywords Lab A help bubble wlll appear
wlLh lnformaLlon abouL Lhe keyword and Lhe CuallLy Score ou may see one of Lhe
followlng sLaLuses for each keyword

4 Lllglble @hese keywords are ellglble Lo Lrlgger ads
4 ulsapproved @hese keywords donL comply wlLh our LdlLorlal Culdellnes or
onLenL ollcy and wonL Lrlgger ads unLll you correcL Lhe problem
4 aused/ueleLed @hese are keywords youve paused or deleLed @hey wonL enLer
Lhe ad aucLlon and Lherefore wonL Lrlgger your ads
4 ow search volume @hese keywords are suspended because Lheyre assoclaLed
wlLh very llLLle search Lrafflc on Coogle properLles @heyll be reacLlvaLed lf we flnd
Lhey could sLarL dellverlng Lrafflc earn more
4 8elow flrsL page bld @hese keywords blds are below Lhe flrsL page bld esLlmaLe
meanlng LhaL Lhey llkely arenL Lrlggerlng ads on Lhe flrsL page of search resulLs
@he flrsL page bld esLlmaLe wlll show as long as your keyword exceeds a mlnlmum
CuallLy Score Lhreshold
4 ow CuallLy Score @hese keywords have very low CuallLy Scores whlch means
Lheyre noL llkely Lo Lrlgger ads
To learn how to enable a keyword that isn't running, visit the Keyword Status
troubleshooting topic.
O ua||ty Score co|un Lnable Lhe CuallLy Score column Lo vlew a llsL of CuallLy Scores for
your keywords n Lhe keywords Lab cllck Lhe Co|uns buLLon aL Lhe Lop of your
sLaLlsLlcs Lable and selecL usLomlze columns from Lhe dropdown SelecL Lhe Cual
score column llck Save Lach keywords CuallLy Score wlll appear ln your sLaLs Lable
O C1k co|un Ilew Lhe @8 column on your ad group Lab or campalgns Lab Lo see how
well an ad group or campalgn ls performlng @he hlgher Lhe cllckLhrough raLe (@8) Lhe
beLLer Lhe ad group or campalgn ls probably dolng
On the ad group level, CTR is broken out in rows by search and the Display
Network. In general, a CTR over 1 on Google is very good.
CTR on the Display Network is typically much lower and is relative based on the
Display Network placement. For example, iI the average CTR Ior an ad on a
particular website is 0.01, but the CTR Ior your ad on that site is 0.05, you're
doing great.
For more in-depth perIormance tracking, we suggest that you set up conversion tracking or
Google Analytics.
ry lt Now: KeyworJ lugnoxlx
Keyword diagnosis tells you iI a particular keyword is triggering ads, in addition to the
reason why it may not be triggering ads. The Iield also provides a breakdown oI the
keyword's Quality Score.
To view keyword diagnosis Ior any keyword, Iollow these steps:
O Slgn ln Lo your AdWords accounL aL hLLps//adwordsgooglecom
O @o dlagnose a slngle keyword hover over Lhe speech bubble lcon nexL Lo Lhe sLaLus for a
keyword ln Lhe keywords Lab Lo see a help bubble appear wlLh lnformaLlon abouL Lhe
keyword
O @o dlagnose mulLlple keywords use Lhe ulagnose keywords opLlon ln Lhe More AcLlons
menu ln Lhe keywords Lab and seL parameLers for Lhe dlagnosls
CuesLlons Lo conslder
1 Why ls lL lmperaLlve LhaL your landlng page works ln con[uncLlon wlLh your ad LexL?
2 Pow mlghL confuslng landlng pages dlscourage your slLe vlslLors from Laklng acLlons on
your slLe?
3 Pow does relevanL and orlglnal conLenL conLrlbuLe Lo landlng page quallLy?
. Uptimizing Performance
. Uverview of Uptimization
Introduction to Optimization
Overvlew of Optlmlzutlon
Optimization is the process oI adjusting parts oI your account -- like your keywords and ad
text -- as well as your website to improve the quality and perIormance oI your AdWords
ads. Through optimization, you can help meet your advertising goals, be it to gain traIIic,
lower costs, or improve conversions.
Based on your advertising goals, optimization can involve ad text improvements, new
keywords, changes to keyword settings, strategic changes to your bids, better organization
within your campaign, and changes to ad targeting options. Here are a Iew more examples:
Capa|gn |proveents Ad group |proveents Webs|te |proveents
O rganlzlng campalgns
O hanglng language and
locaLlon LargeLlng
O hanglng ad dellvery Llmes
and poslLlon
O LdlLlng keywords
O LdlLlng ad LexL
O rganlzlng ad groups
O hanglng blds
O uslng keyword
maLchlng opLlons
O hanglng your webslLe Lo
lmprove flow and relevancy
O hooslng Lhe rlghL landlng
pages
Benefltx unJ 0oulx of Optlmlzutlon
Why optimize? Very simply, optimization makes your advertising more eIIective. In
AdWords, this can mean a higher Quality Score, lower costs, and better return on
investment.
When it comes to the ongoing success oI your advertising, it's crucial to optimize your
AdWords campaigns. Regular optimizations can help successIul campaigns stay successIul.
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 eIIectively.
Depending on your goals and the type oI changes you make, optimization can have a major
impact on several aspects oI perIormance. For example, optimization can help you achieve
these beneIits:
O more cllcks and Lrafflc Lo your webslLe
O hlgher proflLs and lmproved reLurn on lnvesLmenL (8)
O lower cosLs
O ablllLy Lo accompllsh any oLher adverLlslng goals
Your advertising goals, or desired results, are perhaps the most important thing to keep in
mind when optimizing an account. For example, are you more interested in making sales,
branding your business, or increasing traIIic to your website? It's important to clearly
identiIy and prioritize the speciIic goals you want to achieve with your AdWords ads, and
then optimize towards those goals. This will enable you to make strategic changes to your
account to improve its perIormance.
Here are some typical advertising goals and the possible Iocus areas Ior each goal:
Goal: "I want to get more clicks."
Increase your ad exposure by adding relevant keywords and site placements to your ad
groups while making your ad text more compelling.
Goal: "I want to increase my clickthrough rate (CTR)."
Focus on ad quality. Attract more clicks by reIining your ads, and eliminate extra
impressions by using negative keywords.
Goal: "I want to improve my return on investment (ROI)."
Focus on your ads and keywords to attract the right audience. Then Iocus on your website.
Be sure your landing page and entire website is set up to let users Iind the speciIic thing
being promoted in your ad.
Key Struteglex for Optlmlzutlon
It's important to know that your ideal optimization strategy will depend on the advertising
goals you deIine Ior your campaigns. With speciIic goals in mind, you can perIorm
strategic optimizations that are more likely to get you the results you want. In most cases,
using a combination oI many optimization techniques together -- such as improving your ad
as well as editing your keywords -- is the best way to improve the overall perIormance oI
your account and increase your Quality Score.
Here are some key strategies depending on your primary advertising goal:
Improve Your OI
8eLurn on lnvesLmenL (8) ls a measure of Lhe proflLs you have made from your adverLlslng
compared Lo how much youve spenL on LhaL adverLlslng @o ldenLlfy and opLlmlze your 8 you
need Lo measure converslon daLa lnsLead of cllckLhrough raLe Lrafflc or oLher measures @o
opLlmlze for 8 alm for hlgh CuallLy Scores whlch can reduce cosLs encourage converslons wlLh
enLlclng ads and by uslng Lhe rlghL landlng pages and LargeL cusLomers who are llkely Lo converL
O ead poLenLlal cusLomers Lo Lhe mosL relevanL page on your slLe
O Add a callLoacLlon ln your ads Lo hlghllghL Lhe acLlon you wanL cusLomers Lo Lake
O nclude unlque selllng polnLs Lo make your ad sLand ouL
O AllocaLe your budgeL accordlng Lo performance
O Croup hlghly relevanL keywords and ads LogeLher so LhaL your ad LexL wlll maLch a users
search
O @argeL Lhe rlghL reglon and language for your buslness
O use onverslon pLlmlzer Lo geL more converslons aL a lower cosL
Improve Your C
llckLhrough raLe (@8) lmprovemenL ls really abouL maklng your ads more relevanL Lo your
poLenLlal cusLomers pLlmlzaLlon should focus on creaLlng more relevanL and compelllng
adverLlslng Lo help drlve more LargeLed Lrafflc Lo your webslLe lllLer ouL lrrelevanL searches by
reflnlng your keyword llsL and lncorporaLlng negaLlve keywords where approprlaLe n addlLlon
your ad LexL should reflecL a users search as closely as posslble lor example lf youre runnlng on
Lhe keyword arls Lravel Lours your ad LexL should also hlghllghL Lravel Lours ln arls
O use keywords ln your ad LlLle and LexL Lo make Lhe ads more relevanL
O use negaLlve keywords Lo ellmlnaLe unwanLed lmpresslons LhaL wonL resulL ln cllcks
O reaLe a relevanL keyword llsL Lo LargeL when your ads wlll show
O use keyword lnserLlon Lo make your ad more relevanL Lo a dlverse audlence
Increuxe Your Cllckx unJ rufflc
f your alm ls Lo draw as much relevanL Lrafflc Lo your slLe as posslble you may wanL Lo conslder
runnlng on a broader range of keyword varlaLlons keep ln mlnd however LhaL runnlng on very
general keywords can negaLlvely affecL your CuallLy Score and lncrease your cosLs
O reaLe keywords for unadverLlsed parLs of your webslLe
O llnd new keyword varlaLlon ldeas uslng Lhe keyword @ool
O ncrease dally budgeLs (Lo allow more cllcks Lo occur) and maxlmum blds (Lo ralse your
ad poslLlon) and/or lncrease your CuallLy Scores
O 8each more cusLomers and maxlmlze Lrafflc by LargeLlng Lhe ulsplay neLwork
O 8roaden your locaLlon LargeLlng seLLlngs
Promote BrunJ Awurenexx
8randlng campalgns are deslgned Lo lncrease Lrafflc Lo your webslLe and enable a cusLomer Lo
lnLeracL or learn abouL your companys brand f you wanL Lo promoLe your brand you mlghL
declde Lo run a cosLperlmpresslon (M) campalgn ln addlLlon Lo a cosLpercllck ()
campalgn
O SupplemenL your LexL ads wlLh lmage and vldeo ads LhaL are greaL for brandlng messages
O use ulsplay neLwork placemenLs Lo show your ad Lo people who are lnLeresLed ln whaL
you sell
O hoose a landlng page LhaL focuses on Lhe lnLeracLlon wlLh your brand

Overview of Optimization %ools
ypex of Optlmlzutlon oolx
There are many Iree tools in your AdWords account that can be used to Iind optimization
ideas and implement your changes. We've described a Iew oI the most popular tools:
Targeting tools:
O @he keyword 1oo| can provlde you wlLh ldeas for new keywords LhaL you can add Lo your
ad groups ou can also flnd negaLlve keywords esLlmaLe keyword Lrafflc and see
addlLlonal keywords LhaL may also Lrlgger your ads

O @he |aceent 1oo| can provlde you wlLh ldeas for webslLes and areas ln Lhe ulsplay
neLwork where you can show your ads use Lhls Lool Lo flnd placemenLs LhaL are relevanL
Lo your campalgn and can help you reach addlLlonal poLenLlal cusLomers

O @he 1raff|c st|ator provldes Lrafflc and cosL esLlmaLes for keywords CeL esLlmaLes for a
keywords sLaLus search volume average cosLpercllck () cosL per day and average
poslLlon

O @he Search ters report and Search uery erforance report allow you Lo see every
search query LhaL Lrlggered your ad f some of Lhese search Lerms have performed well
you can add Lhem as keywords f some Lerms are lrrelevanL you can add Lhem as
negaLlve keywords Lo ensure your ad sLops showlng for LhaL search query
Optimization tools:
O @he Cpportun|t|es Lab ls a cenLral locaLlon for opLlmlzaLlon ldeas across your accounL Ls
deslgned Lo help you dlscover ways Lo poLenLlally lmprove your accounLs effecLlveness
ou revlew Lhe proposed ldeas and can apply Lhe ones you llke dlrecLly Lo your accounL

O Webs|te Cpt||zer allows you Lo experlmenL wlLh Lhe conLenL of your webslLe Lo
deLermlne whaL users respond Lo besL ou choose whaL parLs of your webpage youd llke
Lo LesL and well run an experlmenL on a porLlon of your slLe Lrafflc @he resulLs can help
you deLermlne whlch conLenL produces more sales or oLher measures of success

O Convers|on Cpt||zer uses your converslon daLa Lo geL you more converslons aL a lower
cosL L opLlmlzes your ad servlng Lo avold unproflLable cllcks and geLs you as many
proflLable cllcks as posslble
Tracking tools:
O Goog|e Ana|yt|cs shows you how people found your slLe how Lhey explored lL and how
you can enhance Lhelr experlence WlLh Lhls lnformaLlon you can lmprove your webslLes
reLurn on lnvesLmenL lncrease converslons and make more money on Lhe Web

O Convers|on track|ng helps you measure converslons (user behavlor you deem valuable
such as a purchase slgnup pagevlew or lead) onverslon Lracklng can ulLlmaLely help
you ldenLlfy how effecLlve your AdWords ads and keywords are for you ou can also use
converslon daLa Lo declde how much Lo bld for your ads on Coogle and Lhe ulsplay
neLwork

O Account stat|st|cs on your Capa|gns Lab can glve you lnsLanL lnslghLs lnLo your
performance WlLh cusLomlzable columns fllLerlng and segmenLaLlon opLlons you can
focus on Lhe daLa LhaL maLLers Lo you across your accounL

Optlmlzutlon ool Uxe Cuxex
Here are some key beneIits and potential situations when you might want to use the
Iollowing optimization tools:
eyword %ool -- Use this tool to brainstorm keyword lists and Iind negative keywords.
Use it while you're creating a campaign or any time you want to expand your keyword list.
%raffic Estimator -- Find keyword traIIic and cost estimates to identiIy potential keywords
to add or to optimize your keyword bids. By using this tool, you can better Iorecast your
ad's perIormance based on your CPC bid, targeting options, and other criteria.
Placement %ool -- For most advertisers, a good keyword list will provide suIIicient
targeting. However, iI you want more control over the speciIic sites where your ad appears,
use this tool to Iind relevant websites and areas in the Display Network. For non-text ads
like image and video ads, Iilter out placements that do not accept that ad type and Iormat.
Opportunities -- Consider using the Opportunities tab when looking Ior a Iast, eIIicient
way to Iind new keyword ideas or recommended budgets. The changes proposed by the
tool are automated and thereIore best suit advertisers who do not have complex goals and
can make optimization decisions without conversion data.
Conversion Optimizer -- Use this tool iI your campaign Iocuses on conversions and you
want to optimize your bids on a case by case basis. II you already have conversion tracking
enabled, the tool can automatically adjust your bids to help you get you more conversions
at a lower cost.
Website Optimizer -- Use this tool to test changes to your website's landing page to see
which is most eIIective in improving your conversion results. II your primary goal is
improving your return on investment (ROI) and proIits, Website Optimizer can help you
test which elements oI your website produce higher conversion rates, which in turn will
help you decide which layout produces the most conversions.
. Uptimizing AdWords Campaigns and Ad Croups
Optimizing Campaigns and Ad Groups
Overvlew of Optlmlzlng Cumpulgnx unJ AJ 0roupx
Maintaining organized campaigns and ad groups is important to the perIormance oI your
account. Organization helps you achieve your advertising goals, make edits quickly, and
target your ads appropriately. By creating well-structured campaigns by theme or product,
you'll gain more than just an account that's easy to manage and keep organized. You'll also
have sets oI ads and keywords that are directly related to each other, which helps to
improve your Quality Score and to keep your costs low.
A good campaign structure also allows you to:
O ueLermlne whlch ads are generaLlng Lhe besL Lrafflc and converslons (llke sales or leads)
O MonlLor changes easlly
O Pave beLLer conLrol over budgeL and cosLs
O Laslly locaLe speclflc keywords
O Laslly manage and edlL your campalgns
When organizing your account, keep these strategies in mind:
O Crgan|ze your capa|gns by top|c A wellsLrucLured campalgn conslsLs of LlghLlyLhemed
ad groups focuslng on [usL one producL or servlce you offer reaLe separaLe campalgns for
each of your producL llnes brands or Lypes of servlces or offerlngs Lach ad group should
conLaln speclflc keyword llsLs LhaL relaLe dlrecLly Lo Lhe assoclaLed ad LexLs When each
group of keywords ads and landlng pages all focus on Lhe same speclflc Lheme your
adverLlslng wlll be much more LargeLed and effecLlve

O 1arget the r|ght |anguages and |ocat|ons @argeL your audlence approprlaLely by chooslng
languages and locaLlons LhaL relaLe Lo your buslness f you LargeL mulLlple counLrles Lry
creaLlng a separaLe campalgn for each counLry

O Create h|gh|y spec|f|c ad groups !usL llke wlLh your campalgns bulld your ad groups
around a slngle producL or servlce Croup your keywords and placemenLs lnLo relaLed
Lhemes 8y dolng Lhls you can creaLe ads LhaL dlrecLly maLch whaL Lerms a user ls
searchlng for and LhaL lead Lo a landlng page promoLlng exacLly whaL youre selllng

O Avo|d dup||cate keywords across ad groups Coogle shows only one ad per adverLlser on
a parLlcular keyword so Lheres no need Lo lnclude dupllcaLe keywords across ad groups or
campalgns denLlcal keywords wlll compeLe agalnsL each oLher and Lhe beLLerperformlng
keyword Lrlggers your ad
Regardless oI how you choose to structure your account, it's important to remain Ilexible in
your strategy -- the structure you Iirst envision when you begin may need Iurther reIining
as you continue to optimize.
oolx unJ Struteglex for Optlmlzlng Cumpulgnx unJ AJ 0roupx
There are a number oI ways to conIigure your campaigns and the ad groups within them.
Here are some common ways to structure an account:
O roducts and serv|ces A good rule of Lhumb for creaLlng an effecLlve campalgn sLrucLure
ls Lo mlrror your webslLes sLrucLure lor example a sporLlng goods sLores webslLe wlll
llkely have dlfferenL secLlons for each Lype of producL posslbly separaLe secLlons for
womens and mens cloLhlng wlLh lndlvldual pages for womens panLs womens socks and
so on @hls adverLlser mlghL seL up one campalgn for womens cloLhlng and have ad groups
for panLs socks and oLher producLs Lhen a slmllar campalgn for mens cloLhlng 8y
creaLlng campalgns and ad groups around a speclflc Lheme or producL you can creaLe
keywords LhaL dlrecLly relaLe Lo Lhe ad LexL and ads LhaL llnk dlrecLly Lo LhaL producLs
page ln your webslLe

O erforance and budget|ng ne of Lhe mosL common reasons Lo creaLe separaLe
campalgns ln your accounL ls Lo seL dlfferenL dally budgeLs ou may declde Lo devoLe
more budgeL Lo some of your besLselllng or mosL proflLable producLs 8y ldenLlfylng your
Lop performlng keywords and placlng Lhese ln separaLe campalgns you can ensure LhaL
Lhese keywords have sufflclenL budgeL Lo achleve Lhe besL resulLs @hls wlll also allow you
Lo use your budgeL more sLraLeglcally prevenLlng any hlghLrafflc keywords from uslng all
of your dally budgeL SeparaLe ad groups may be creaLed whenever youd llke Lo seL
dlfferenL maxlmum s for keywords LhaL may be hlghly compeLlLlve or LhaL converL less
ofLen

O 1hees or funct|ons A company LhaL provldes only one or a few producLs or servlces may
sLlll wanL Lo seL up separaLe campalgns or ad groups when Lhe same producL or servlce
can appeal Lo a varleLy of needs lor example a caLerlng company may wanL Lo run
separaLe campalgns or ad groups for weddlngs corporaLe evenLs and blrLhdays @hls way
Lhe keywords and ad LexL can be hlghly speclflc and dlrecLly relevanL Lo whaL a cusLomer
wlll be looklng for

O Webs|tes All ads ln an ad group have Lo promoLe Lhe same webslLe lor adverLlsers
promoLlng mulLlple companles and webslLes such as afflllaLes or agencles each company
or webslLe should have lLs own accounL

O Geograph|c |ocat|on f your buslness serves several areas you mlghL creaLe a separaLe
campalgn for each lor example local buslnesses such as furnlLure sLores real esLaLe
developers or car dealershlps mlghL creaLe a campalgn for each area and Lhen a dlfferenL
ad group for each clLy or meLropollLan area Lhey cover Slmllarly lnLernaLlonal companles
mlghL creaLe campalgns LhaL LargeL each counLry lndlvldually lor mulLlcounLry accounLs
each campalgn should be locallzed Lo Lhe local language and should emphaslze LhaL
servlces are avallable ln LhaL counLry f you run a promoLlon ln one speclflc clLy you mlghL
declde Lo creaLe a campalgn LhaL LargeLs LhaL clLy only

O 1arget|ng ou mlghL wanL Lo creaLe separaLe campalgns focused on Lhe ulsplay neLwork
and on search A separaLe ulsplay neLwork campalgn allows you Lo use seLLlngs LhaL are
more effecLlve for Lhe ulsplay neLwork Lhan for search such as dlfferenL blddlng meLhods

O 8rand -aes A webslLe LhaL sells a varleLy of brandname producLs may flnd LhaL
branded keywords converL beLLer Lhan generlc producL descrlpLlons @o LesL Lhls Lhe
adverLlser may wanL Lo deslgnaLe separaLe ad groups or even separaLe campalgns for each
brand dependlng on Lhe varleLy of producLs under a glven brand label lease noLe LhaL
Lhe accepLed use of branded keywords ls dlfferenL from counLry Lo counLry (see Lhe
Lrademark pollcy Lo learn more)

O Seasona| products and serv|ces roducLs LhaL are affecLed by seasonallLy should be
organlzed lnLo Lhelr own campalgns or ad groups so LhaL Lhese can be paused and
resumed accordlng Lo Lhe season lor example a flower dellvery shop may run dlfferenL
campalgns or ad groups for IalenLlnes uay MoLhers uay graduaLlon season and so
forLh
By structuring your account eIIectively, you'll have more Ilexibility in managing your
keywords and ad text, controlling budgets, and setting strategic bids. II you think your
account structure could use some changes, you may want to test diIIerent conIigurations
until you Ieel that your account is manageable and helps you achieve your advertising
goals.
Optimizing eywords
Overvlew of Optlmlzlng KeyworJx
Your keywords should describe your products or services and relate directly to your ad text.
Here are some optimization strategies Ior keywords:
O When choos|ng keywords th|nk ||ke a custoer WhaL Lerms or phrases would your
cusLomers use Lo descrlbe your producLs or servlces? lsL any keywords LhaL you Lhlnk
users mlghL search for on Coogle Lo flnd your buslness keep ln mlnd LhaL cusLomers may
use dlfferenL Lerms Lo flnd your producL or servlce Lhan Lhe Lerms you would normally use
lor example one adverLlser mlghL Lhlnk of hls producL as nuLrlLlon bars or proLeln bars
whlle some of hls cusLomers mlghL call Lhem meal replacemenL bars lnsLead

O Choose spec|f|c keywords that re|ate to your bus|ness ad group and |and|ng page
keywords LhaL are Loo broad can lower your performance by generaLlng many ad
lmpresslons buL few cllcks @o avold Lhls deleLe generlc keywords on your llsL LhaL could
relaLe Lo a wlde specLrum of producLs or servlces neword keywords are llkely Lo be Loo
generlc so Lry uslng Lwo or Lhreeword phrases

O Inc|ude var|at|ons @o help your ad show more ofLen lnclude relevanL keyword varlaLlons
lncludlng slngular and plural verslons f appllcable conslder uslng colloqulal Lerms
alLernaLe spelllngs synonyms and producL or serlal numbers @hough broad maLched
keywords can auLomaLlcally lnclude poLenLlal synonyms you can ensure LhaL youre noL
mlsslng ouL on relevanL Lrafflc by lncludlng varlaLlons ln your keyword llsL

O 1ake advantage of keyword atch|ng opt|ons WlLh some keyword maLchlng opLlons
youll geL more ad lmpresslons wlLh oLhers youll geL more focused LargeLlng negaLlve
maLch keywords are an especlally lmporLanL parL of mosL keyword opLlmlzaLlons

O Use un|que keyword UkLs keyword desLlnaLlon u8s send users Lo a speclflc page of your
webslLe ensurlng LhaL a poLenLlal cusLomer arrlves lmmedlaLely aL Lhe page LhaLs mosL Lo
Lhe keyword LhaL Lrlggered your ad
It's also important to know how keywords work in general. Here are a Iew tips on keyword
Iormatting and other keyword advice:
O keywords are noL casesenslLlve so fllqbts to oew yotk clty ls recognlzed as Lhe same
keyword as fllqbts to New otk clty
O ou do noL have Lo lnclude puncLuaLlon such as perlods commas and hyphens @he
keyword eyeqlosses ls Lhe same as eye qlosses buL dlfferenL from eyeqlosses f your
keyword ls broad maLch varlaLlons llke Lhls are llkely Lo be LargeLed already
O Avold lncludlng dupllcaLe keywords across dlfferenL ad groups and campalgns nly one of
our ads can be shown for each search and Lhese dupllcaLe keywords wlll compeLe agalnsL
each oLher Lo appear
oolx unJ Struteglex for Optlmlzlng KeyworJx
Use these tools to find new keywords and to identify which keywords to optimize
O use Lhe keyword @ool Lo bralnsLorm ldeas for keyword llsLs and flnd negaLlve keywords
whlle youre creaLlng a campalgn nce Lhe Lool has generaLed some lnlLlal ldeas you can
Lhen enLer Lhe relevanL resulLs back lnLo Lhe Lool Lo generaLe even more speclflc keyword
ldeas Add relevanL keywords Lo Lhe ad group LhaL focuses on LhaL Lheme or producL

O use Lhe keyword Analysls fleld on your campalgns keywords Lab Lo see an lndepLh vlew
of your keywords performance lncludlng lLs CuallLy Score on a 110 scale ou mlghL
wanL Lo deleLe keywords wlLh low CuallLy Scores and add more keywords LhaL are more
llke Lhose wlLh hlgher scores f you really wanL Lo run on Lhose keywords conslder movlng
Lhem Lo anoLher ad group and LesL Lhem wlLh a new ad f Lhey sLlll donL perform well
afLer one monLh deleLe Lhem

O 8un a search Lerms reporL Lo see all Lhe search querles LhaL have Lrlggered your ads ou
can use Lhls reporL Lo ldenLlfy relevanL querles drlvlng Lrafflc Lo your webslLe and add
Lhem as new keywords f you see any lrrelevanL Lerms add Lhem as negaLlve keywords Lo
your ad group or campalgn

O use Lhe @rafflc LsLlmaLor Lo flnd keyword Lrafflc and cosL esLlmaLes Lo ldenLlfy poLenLlal
keywords 8y knowlng Lhe esLlmaLed Lrafflc for your keywords you can also seL
approprlaLe keyword blds LhaL wlll maxlmlze your ads exposure wlLhln Lhe llmlL of your
dally budgeL
Optimize keywords for better C%R
II you are CTR-Iocused, you may want to delete keywords with high impression counts but
low numbers oI clickthroughs. These keywords may be too general or not relevant enough
and are accumulating many impressions but very Iew clicks. For CTR, it's also very
important to Iocus on negative keywords to prevent impressions that aren't likely to lead to
a click. Along with negative keywords, consider trying diIIerent keyword matching options
like phrase match to reduce the number oI irrelevant searches.
Optimize keywords for better ROI
The bottom line Ior any keyword is how much value it generates compared to its cost. To
determine the proIitability oI a keyword, you can track the conversions Irom that keyword
with Google's Iree conversion tracking tool. Once you have conversion data, you can
identiIy and delete keywords that accumulate high costs but very Iew conversions. Once
you understand the value oI each keyword, you can also increase that keyword's
proIitability by adjusting its CPC or CPM bid. For keywords that show a proIit, increase the
bid to increase exposure and generate more traIIic. For keywords that aren't proIitable,
decrease the bid to lower your costs.
Try to understand what stage within the buying cycle a user might be in. For instance, users
searching with terms like "reviews" or "ratings" are probably still researching the product
and might be less likely to make a purchase at that stage. To target serious buyers, you
might try using keyword phrases that include conversion-related words like "buy,"
"purchase," or "order," and use "reviews" as a negative keyword. You can also include
speciIic product names you sell and model numbers. Users searching on highly speciIic
terms know exactly what they are looking Ior and could be more likely to convert Ior you.
Use appropriate keyword matching options to control who sees your ads
Experiment with keyword matching options. The Iour matching options determine which
Google searches can trigger your ads to appear, helping you control who sees your ads.
With broad match, you'll typically receive the most number oI ad impressions.
Use negative keywords to eliminate unwanted clicks
Negative keywords can help increase your ROI and conversion rates by preventing your ad
Irom showing Ior searches that include that word or phrase. By Iiltering 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. However,
be careIul that none oI your negative keywords overlap with your regular keywords, as this
will cause your ad not to show Ior that keyword. For instance, an advertiser Ior a Iinancial
institution that provides loans but does not oIIer actual rate quotes may want to include
'rate' and 'rates' as negative keywords. However, iI he wanted to include 'Iixed rate
mortgage' in his keyword list, he should not include 'rate' among his campaign negative
keywords list.
You can use negative keywords Ior a number oI reasons:
O I||ter out d|fferent products or serv|ces lor example a real esLaLe agenL who ls focused
on selllng homes may wlsh Lo lnclude noL only Lhe negaLlve keywords teot and teotloq buL
also use Lhe keyword @ool Lo flnd ldeas for varlaLlons such as teots teotol and teotols Lo
use as addlLlonal negaLlve keywords
O I||ter out |rre|evant searches lor example an adverLlser may dlscover LhaL Lhe name of
one of hls producLs also happens Lo be Lhe name of a muslcal group n Lhls case lL's a
good ldea Lo lnclude negaLlve keywords such as moslc booJ coocett tlcket lytlc olbom
mpJ and Lhe plurallzed verslons of Lhese words
O I||ter for ser|ous buyers AdverLlsers hoplng Lo make sales may wanL Lo fllLer ouL research
orlenLed searches by addlng negaLlve keywords llke tevlew tote totloq compote
compotloq compotlsoo and Lhe plurallzed verslons of Lhese words
Use the Edit Campaign Negative Keywords tool to add negative keywords to an entire
campaign at once.
Optimizing Ad %ext
Overvlew of Optlmlzlng AJ ext
Ad text plays a crucial role in determining the success oI 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. The content oI your ads should
capture a user's attention and set your business apart. Compelling ad text can drive relevant
traIIic to your website and attract the type oI users you'd like to turn into customers.
Here are some basic optimization tips Ior ads:
O Inc|ude keywords |n your ad text nclude your keywords ln an ads LexL (especlally Lhe
LlLle) Lo show users LhaL your ad relaLes Lo Lhelr search f parL of your ad uses Lhe same
words a user searches for LhaL phrase wlll appear ln bold addlng even more aLLenLlon Lo
your relevanL ad

O Create s|p|e ent|c|ng ads WhaL makes your producL or servlce sLand ouL from your
compeLlLors? PlghllghL Lhese key beneflLs ln your ad 8e sure Lo descrlbe any unlque
feaLures or promoLlons you offer

O Use a strong ca||toact|on our ad should convey a callLoacLlon (such as boy sell or
slqo op) along wlLh Lhe beneflLs of your producL or servlce A callLoacLlon encourages
users Lo Lake Lhe acLlon you value mosL once Lhey reach your landlng page

O Choose an appropr|ate dest|nat|on UkL 8elaLe your ad LexL Lo offers LhaL you make on
your landlng page Lo help users compleLe Lhe sales cycle Lnsure LhaL Lhe desLlnaLlon u8
(landlng page) you use for each ad dlrecLs users Lo Lhe mosL relevanL page wlLhln your
webslLe deally LhaL webpage wlll be dedlcaLed Lo Lhe speclflc producL or servlce LhaL ls
hlghllghLed ln your ad

O 1est u|t|p|e ads |n each ad group LxperlmenL wlLh dlfferenL offers and callLoacLlon
phrases Lo see whaLs mosL effecLlve for your adverLlslng goals @esL varlaLlons of Lhe same
core message and see whlch one performs Lhe besL f your ad servlng opLlon ls seL Lo
opLlmlze (Lhe defaulL seLLlng) Coogle auLomaLlcally Lrles Lo show Lhe besL performlng ad
more ofLen
oolx unJ Struteglex for Optlmlzlng AJ ext
You should test and experiment with diIIerent ad text strategies until you Iind what works
Ior you and the speciIic message you're trying to convey. Here are a Iew ad strategies Ior
common advertising goals.
Optimize ads for ROI
O Def|ne a c|ear ca||toact|on A clear callLoacLlon ls especlally lmporLanL lf your goal ls Lo
maxlmlze your reLurn on lnvesLmenL Culde cusLomers Lowards Lhe acLlon Lhey should
Lake once Lhey reach your slLe (such as 8uy llowers for Mom! or rder onllne Loday)
@he callLoacLlon should reflecL Lhe acLlon LhaL you conslder a converslon wheLher lLs a
slgnup a requesL for more lnformaLlon or an acLual sale @hls makes your ad feel
acLlonable and suggesLs whaL a cusLomer can accompllsh by vlslLlng your webslLe
Lspeclally for ads on Lhe ulsplay neLwork a good callLoacLlon wlll seL Lhe rlghL
expecLaLlon for users ln varlous sLages of Lhe buylng cycle

O ke|ate ads to the|r |and|ng pages @he desLlnaLlon u8 you choose for each ad should
dlrecLly relaLe Lo Lhe producL or servlce descrlbed ln your ad lor example lf a realLors ad
hlghllghLs aparLmenLs for sale ln ondon Lhe ldeal landlng page should feaLure avallable
aparLmenLs for sale ln ondon raLher Lhan Lhe realLors homepage usLomers are much
more llkely Lo buy lf Lhey donL have Lo search your webslLe for whaL Lheyre looklng for

O I||ter out unqua||f|ed c||cks f you wanL Lo separaLe poLenLlal cusLomers from Lhose who
arenL ready Lo buy use descrlpLlve phrases ln your ad LexL lor example lf your producL ls
hlghend you can dlscourage bargaln hunLers by descrlblng your producL as remlum
CuallLy or uxury Slmllarly fllLer ouL users who only buy vla phone by lncludlng
someLhlng llke urchase onllne Words llke buy purchase and order can also help
ensure LhaL ad cllcks come from quallfled cusLomers who are ready Lo make a purchase
Optimize ads for C%R and traffic
O 8e descr|pt|ve Slnce your ad LexL ls your chance Lo communlcaLe your offerlngs Lo each
poLenLlal cusLomer sLarL by clearly ldenLlfylng whaL youre selllng Also use Lhe space Lo
descrlbe speclflc beneflLs llke 60day 8eLurns unlque quallLles llke Awardwlnnlng or
oLher Lhlngs LhaL make your producL or servlce sLand ouL from oLher slmllar buslnesses

O Inc|ude dea|s and benef|ts f you offer a speclal dlscounL or servlce llke free shlpplng
hlghllghL Lhls ln your ad @ry Lo emphaslze any beneflLs offered on your webslLe such as
13 ff or Secure nllne rderlng @hls can help make your ad more appeallng Lo
cusLomers and Lhey may be more llkely Lo cllck your ad Lo learn more

O Match your keywords as c|ose|y as poss|b|e deally Lhe ad LexL seen by a poLenLlal
cusLomer should reflecL Lhe keyword Lhey searched for as closely as posslble f Lhe ad
closely maLches Lhelr search lL wlll appear more relevanL and wlll be more llkely Lo be
cllcked An addlLlonal beneflL of lncludlng keywords from your ad group ln your acLual ad
LexL ls LhaL Lhose keywords can appear ln aLLenLlongrabblng bold Lype when someone
vlews your ad

O Cons|der keyword |nsert|on More advanced adverLlsers mlghL wanL Lo use keyword
lnserLlon ln Lhelr ad LexL @hls wlll plug your keyword lnLo your ad LexL when a user
searches on LhaL query @hls ls a good soluLlon for adverLlsers uslng keywords wlLh
dlfferenL model numbers or brands lor example Lhe same ads LlLle can appear as elLher
8uy #320 WldgeLs lf a user searches for 320 WldgeLs or appear as 8uy #88 WldgeLs lf
a user searches for 88 WldgeLs f a users search maLches an expanded verslon of your
keyword buL noL Lhe exacL keyword lLself your ad wlll show Lhe keyword lnsLead of Lhe
expanded verslon Lherefore lnclude relevanL varlaLlons ln your keyword llsL Lo geL Lhe
mosL ouL of keyword lnserLlon When a user sees an ad wlLh Lhe same Lerm Lhey searched
for Lheyll be more llkely Lo cllck Lhe ad
Optimize ads for branding
O 1ry d|fferent ad forats @o promoLe brand awareness Lry vlsual ad formaLs llke lmage
ads Craphlcal messages can grab aLLenLlon and allow a cusLomer Lo engage wlLh your
brand ncorporaLe dlfferenL ad formaLs lnLo your ad groups Lo enLlce a user Lo vlslL your
webslLe

%rack and learn from your ad performance
O 8un an Ad erformance reporL and use LhaL daLa Lo ldenLlfy low and hlgh performlng ads
lor hlgh performlng ads you can Lry LesLlng a small varlaLlon of LhaL ad wlLh dlfferenL
messaglng or a dlfferenL landlng page Lo see lf you can geL even beLLer resulLs f ads are
low performlng you mlghL conslder deleLlng Lhem or edlLlng Lhem Lo be more llke your
hlgh performlng ads

O uependlng on your goals you mlghL use dlfferenL meLrlcs Lo measure your ads success
8emember LhaL your ad wlLh Lhe hlghesL @8 may noL have Lhe hlghesL 8 And when
measurlng an ads 8 conslder cosLperconverslon as well as Lhe converslon raLe

O Ls dlfflculL Lo predlcL whaL wlll perform besL for you before you acLually Lry lL @esL ouL
several verslons of ad LexL Lo evaluaLe whlch one performs Lhe besL for your buslness
keep ln mlnd however LhaL lncludlng Loo many dlfferenL verslons of an ad wlll make lL
more dlfflculL Lo manage and accuraLely assess ad LexL performance
Optimizing Language and Location %argeting
Overvlew of Optlmlzlng Iunguuge unJ Iocutlon urgetlng
It's key that you choose the right targeting options Ior each oI your ad campaigns. This
helps keep your ads eIIective and your return on investment high. By choosing the right
targeting, you will be able to reach your potential customers in the areas you serve or do
business in.
Your ads are targeted to reach a certain audience based on the language targeting and
location targeting you chose. With this inIormation, AdWords works to ensure that your
ad appears to your chosen audience.
To help assess where and who you should target, answer these questions:
O Where does your buslness sell or provlde servlces?
O Who ls your lnLended audlence?
All advertisers must choose a language and location to target, so it's important to
understand what's right Ior you. Be sure to target only the languages and locations that are
relevant Ior your business. For example, iI you ship your products to locations within a
certain distance oI your business, target just that region. II your ads are written in French,
target only users who speak French. By targeting the right audience, you'll make sure that
your ads appear only to people who are potential customers.
Note that your location targeting settings will aIIect your ads on the Display Network as
well as on Google. For example, iI your ad targets France, it will not be shown to users in
Japan, regardless oI whether the user is searching Google or browsing a website in the
Display Network.
oolx unJ Struteglex for Optlmlzlng Iunguuge unJ Iocutlon urgetlng
It's important to set your ad targeting to reIlect where and with whom you do business.
Here are some ways to optimize your targeting.
%arget the right language for your business
O S|ng|e |anguage @argeL Lhe language ln whlch your ad ls wrlLLen lor example lf your ad
ls wrlLLen ln Lngllsh LargeL Lngllshspeaklng users 8emember LhaL Coogle wonL LranslaLe
your ad for you
O Mu|t|p|e |anguages f you wanL Lo LargeL more Lhan one language creaLe a separaLe
campalgn for each language
O Cob|ne w|th |ocat|on target|ng As people speak many dlfferenL languages ln many
dlfferenL locaLlons language LargeLlng also glves you an excellenL way Lo reach your users
even lf Lhey are physlcally locaLed ln nonnaLlve areas lor example lf you are a company
based ln Lhe uk and wanL Lo LargeL Lhe Lngllshspeaklng populaLlon of Spaln you can seL
your counLry LargeLlng Lo Spaln and your language LargeLlng Lo Lngllsh When we deLecL
LhaL a cerLaln user ln Spaln speaks Lngllsh your ad can be shown We recommend creaLlng
separaLe campalgns for each counLry and language palr @hls wlll ensure LhaL wherever
your poLenLlal cusLomers are locaLed Lhey wlll see your ads ln Lhelr language
%arget the right location for your business
O Country target|ng @argeL counLrles or LerrlLorles lf your buslness or webslLe serves a
wlde audlence across one or more counLrles @hls opLlon ls besL sulLed for buslnesses
whose servlces or producLs are avallable naLlonwlde or lnLernaLlonally
O keg|on and c|ty target|ng @argeL reglons and clLles lf your buslness serves speclflc
geographlc areas or lf you wanL dlfferenL adverLlslng messages ln dlfferenL reglons WlLh
reglon and clLy LargeLlng you mlghL recelve more quallfled cllcks from a smaller more
relevanL populaLlon 8eglon and clLy LargeLlng ls besL used by adverLlsers whose audlence
ls concenLraLed ln deflned areas
O Custo|zed target|ng @argeL cusLomlzed areas lf your ad ls relevanL only Lo a very preclse
geographlc area where you do buslness WlLh cusLomlzed LargeLlng your ads wlll only
appear Lo cusLomers searchlng for resulLs wlLhln (or are Lhemselves locaLed wlLhln) Lhe
area you deflne usLomlzed LargeLlng ls besL sulLed for adverLlsers wlLh an audlence ln
very speclflc areas
%argeting by Country and %erritory
It's common Ior new advertisers to target all available countries and territories in the hope
oI widening their reach. However, you should only consider this option iI you oIIer services
or products to users in one or more countries or territories. II you have a global business, it
would make sense to target all countries and territories, ensuring that your campaigns get
exposure across the world.
For example, iI you sell a product and can ship to anyone nationwide, you might target your
campaign to the entire country. This option is good Ior national businesses and online
retailers who sell and ship to customers nationwide. However, even these types oI
businesses might not want to target an entire country iI they want to promote local
branches, use region-speciIic ad text, target special oIIers to certain locations, or measure
the success oI their ads in each region separately.
%argeting Internationally
International targeting means that you target more than one location. For example, a
business might want to target several countries where customers speak the same language
(such as targeting English speakers in the United States, Canada, and Australia). Consider
setting up a separate campaign Ior each main location (such as each country) and selecting
the relevant language Ior each campaign. By creating separate geographic campaigns, you'll
make it easier to manage your account and track each region's return-on-investment. It also
means that you can create very customized and targeted campaigns by tailoring your
keywords and ad text to each individual market. Make sure that your keyword list and ad
text Ior each ad group is in one language. This ensures that the ad appears in the same
language in which the keyword was entered. For example, iI a user enters a keyword in
Japanese, the ad will appear in Japanese.
Optimizing Display Network Placements
Overvlew of Optlmlzlng lxpluy Network Plucementx
With managed placements, you choose individual websites within Google's Display
Network where you'd like your ads to appear. To use managed placements most eIIectively,
make sure the content oI the placements is relevant to the ads in that ad group.
Here are some optimization strategies Ior managed placements:
O Use on|y re|evant p|aceents @he rlghL placemenLs wlll help you flnd poLenLlal cusLomers
lnLeresLed ln exacLly whaL youre adverLlslng @o reach addlLlonal Lrafflc use Lhe
lacemenL @ool Lo flnd placemenL ldeas LhaL are relevanL Lo your campalgn
O De|ete poor|yperfor|ng p|aceents lacemenLs LhaL have noL performed well for you
mlghL need Lo be deleLed 8y deleLlng Lhe placemenLs LhaL arenL brlnglng you quallfled
Lrafflc you can ellmlnaLe lrrelevanL lmpresslons on your ads and lmprove your CuallLy
Score n addlLlon you may wanL Lo exclude speclflc placemenLs lf you wanL Lo LargeL Lhe
ulsplay neLwork as a whole
O Use s|tes that are copat|b|e w|th your ad Make sure LhaL Lhe placemenLs you selecL wlll
accepL Lhe ad formaLs and slzes LhaL you plan Lo run lor example lf you wanL Lo run
lmage ads ln a leLLerbox formaL make sure LhaL youve selecLed relevanL placemenLs LhaL
supporL LhaL ad formaL and slze
O Use the ost effect|ve b|dd|ng strategy lacemenLLargeLed ads can use cosLpercllck
() prlclng or cosLperLhousand lmpresslons (M) prlclng ls generally preferred
by adverLlsers concerned wlLh cllcks and who ulLlmaLely value cllckLhroughs Lo Lhelr
webslLe M ls generally preferred by Lhose who are brandfocused and wanL vlslblllLy
across Lhe Web noLe LhaL Lo use M blddlng your campalgn musL LargeL Lhe ulsplay
neLwork only ou can also lncrease your ulsplay neLwork blds Lo help show your ad more
ofLen on Lhe ulsplay neLwork
O xper|ent w|th d|fferent b|ds @o lmprove Lhe poslLlon of your ads you can Lry
lncreaslng Lhe maxlmum M or bld for lndlvldual placemenLs LhaL perform well for
you Along wlLh your ads quallLy a hlgher maxlmum bld can help your ads appear more
ofLen on your selecLed placemenLs
O Ass|gn dest|nat|on UkLs lacemenLlevel desLlnaLlon u8s send users Lo a speclflc landlng
page @hls can help make sure LhaL poLenLlal cusLomers are Laken Lo Lhe exacL page wlLhln
your webslLe LhaLs mosL relevanL Lo Lhe conLenL on LhaL placemenL
O Group your p|aceents by thee 8evlew your placemenLs and look for Lhemes wlLhln
Lhe overall llsL onslder creaLlng separaLe ad groups wlLh hlghly speclflc ads for each of
Lhese smaller grouplngs @he more preclsely you LargeL your audlence Lhe beLLer chance
of success your ad wlll have
O Cob|ne w|th keywords Mlxlng placemenLs wlLh keywords ln Lhe same ad group can be a
good way Lo reflne ulsplay neLwork campalgns our keywords deLermlne wheLher or noL
your ads can appear on a placemenL youve chosen @herefore make sure LhaL your
keywords are relevanL Lo your speclflc placemenLs f you add negaLlve keywords Lo an ad
group wlLh placemenLs your ads wlll be less llkely Lo appear on placemenLs abouL Lhe
negaLlve Loplcs youve enLered
With automatic placements, your keyword list will determine which placements on the
Display Network will show your ads. To optimize where your ads can automatically show
on the Display Network, Iocus on your keyword lists and ad text.
Here are some optimization strategies Ior automatic placements:
O Use re|evant keywords @he AdWords sysLem always sLarLs by looklng Lhrough every
posslble page ln Lhe Coogle ulsplay neLwork Lo flnd placemenLs LhaL maLch your
keywords nly Lhe pages LhaL maLch your keywords can show your ads @herefore lLs
very lmporLanL Lo only use keywords LhaL are hlghly relevanL Lo your buslness producL or
servlce
O Group keywords by thee A placemenL ls chosen based on lLs relevance Lo your enLlre
ad groups keyword llsL @o opLlmlze your performance on Lhe ulsplay neLwork make sure
your keywords share Lhe same Lheme such as descrlblng Lhe same producL or servlce f
you have keywords descrlblng several Lhemes or producLs (such as roses and glfL baskeLs
or hoLels ln arls and hoLels ln Pawall) separaLe Lhem lnLo dlfferenL ad groups
O Wr|te ads that atch your keywords our ad LexL ls noL Laken lnLo conslderaLlon when
auLomaLlc placemenLs are chosen for you Powever lLs lmporLanL for your overall success
LhaL your ad LexL maLches Lhe same Lheme as lLs correspondlng keyword llsL f your
keyword llsLs Lheme ls weddlng bouqueLs your ad wlll llkely be placed on a slLe abouL
LhaL Loplc so you wonL wanL Lo show an ad abouL IalenLlnes uay bouqueLs
oolx unJ Struteglex for Optlmlzlng lxpluy Network Plucementx
Find relevant placements
Use the Placement Tool to select websites and other placements in the Display Network
where you'd like your ad to appear. The tool appears when you create a new campaign or
ad group starting with placements, or when you click the Add placements link on the
Placements tab oI an existing campaign.
For campaigns Iocused on branding or traIIic, think oI what type oI websites your target
audience might visit. For campaigns Iocused on ROI and conversions, consider what type
oI website a potential customer is likely to visit when they're most likely to make a
purchase or convert.
%rack success with Placement Performance reports
The Placement PerIormance report shows perIormance statistics Ior your ads on speciIic
domains and URLs in the Display Network. Use this inIormation to optimize your
placements on the Display Network and improve your return on investment. For example,
use the report to Iind placements where your ads are earning the most clicks. II you Iind
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 oIten.
Focus on conversions, not C%R
It's important not to worry iI your clickthrough rate (CTR) on Display Network sites is
lower than what you're used to seeing on the Search Network. It's normal Ior CTR to be
lower on the Display Network because user behavior on Display Network pages is diIIerent
than on search sites -- users on Display Network pages are browsing through inIormation,
not searching with keywords. Remember:
O A low @8 on a ulsplay neLwork slLe doesnL mean youre performlng poorly
O our ad performance on Lhe ulsplay neLwork does noL affecL Lhe performance cosLper
cllcks (s) or poslLlon on Coogle search pages or on oLher pages ln Lhe Search neLwork
For these reasons, we recommend that you use conversion tracking data and ultimately your
ROI -- and not your CTR -- as the true perIormance gauge Ior your placements and Display
Network perIormance.
Use performance data to refine placements
Depending on your advertising goal and the kind oI perIormance data available to you, here
are some actions you might consider taking to reIine your placements:
O f cerLaln Lypes of slLes are performlng well add more placemenLs LhaL are slmllar
O AllocaLe more budgeL Lo placemenLs LhaL are dolng well
O 8evlew lowperformlng placemenLs and deLermlne lf lL would be beLLer Lo LargeL [usL a
secLlon of LhaL slLe raLher Lhan Lhe whole domaln r deleLe Lhe lowesL performlng
placemenLs especlally lf Lhey are hlgh cosL
Optimizing Bids and Budgets
Overvlew of Optlmlzlng BlJx unJ BuJgetx
Your budget and maximum bids are tools to help you control costs while you work to get
the most proIit Irom your ads. It's important to use perIormance data to determine where
your advertising spend will make the most impact. Then, test and analyze how you divide
your spend to Iind the strategy that best helps you achieve your advertising goals.
Your daily budget helps determine how oIten your ads can show throughout the day. II
your daily budget is too low, your ad won't appear every time it is searched Ior. However, iI
a campaign is not limited by budget (does not consistently meet that budget), then changes
to budget have no eIIect on campaign perIormance. A good budget strategy Ior budget
limited campaigns can maximize your ad exposure and take advantage oI the traIIic
available to you.
Your bids, on the other hand, help determine your ad position on the page and your proIit
margins. A good bidding strategy can help ensure your campaign is proIitable and can
impact your overall return on investment (ROI).
Here are some key things to know about optimizing bids and budgets.
Understand your ROI
When many advertisers invest money in an ad campaign, they typically expect to gain back
that amount, and more, in proIits. It's crucial that you understand what you can gain Irom
your advertising spend. II you hope to make a proIit, make sure that you take the time to
analyze and track your bids and the return you receive. Note that it's your bids, and not
budget, that directly impacts your ROI.
Understand the relationship between cost and quality
BeIore you consider changing your bids and budgets, make sure you understand how a
good Quality Score can enhance any spending strategy. The higher a keyword's Quality
Score, the lower the price you pay Ior each click (called your actual cost-per-click) and the
better its ad position. For ads and keywords that are not perIorming well, sometimes a
quality-related change will have more impact than a spend-related change. Optimizing Ior
quality will nearly always beneIit your budget and bidding strategy, and it can also help
reduce your costs in the process.
Allocate your budget according to performance
An important aspect oI budgeting is making sure you have appropriate budgets Ior each
campaign. Try to prioritize your products or services and then match budgets to each
campaign based on priority. II you'd like certain keywords to receive maximum traIIic,
make sure they're in campaigns whose daily spend isn't consistently reaching or exceeding
its daily budget. II your campaign oIten meets its budget, there is a chance that only your
more general or high-traIIic keywords will trigger your ads, overshadowing keywords that
might be more proIitable. In this case, a new campaign can help set aside budget Ior those
proIitable keywords.
Experiment to see what works
Test diIIerent bid amounts and budgets, and measure how eIIective the change is. Test bids
Ior proIitability and ROI, and test budgets Ior ad exposure. We recommend adjusting
amounts in small increments to allow your keywords to accrue perIormance data with the
new settings. Allow at least a Iew days between changes so you'll have enough
perIormance data to make an inIormed evaluation. In addition, your daily costs, proIits, and
sales might rise and Iall with regular Iluctuations in search volume. ThereIore, you'll want
to re-evaluate these amounts regularly to make sure your campaigns are continually
eIIective.
oolx unJ Struteglex for Optlmlzlng BlJx unJ BuJgetx
Evaluate your keywords' value
The bottom line Ior any ad or keyword is how much value it generates compared to its cost.
To determine the proIitability oI a keyword, you can track the conversions Irom that
keyword with Google's Iree conversion tracking tool or Google Analytics. With this
conversion data, you'll know how proIitable your keywords are with their current bids and
can identiIy which keywords could be more successIul with adjusted bids.
For keywords that show a proIit (such as having high conversion rates and low costs), you
might try increasing their maximum cost-per-click (CPC) bids. While costs may increase,
your ad position could rise and provide more ad exposure, potentially increasing your
conversion rate and return on investment (ROI). In some cases, it may make sense to lower
the bid Ior a keyword even iI the keyword is proIitable; by lowering the bid, you can lower
the average amount paid, which may increase the proIit margin Ior that keyword.
For keywords that aren't proIitable (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 oI impressions and clicks it receives, and as a
result, the cost it incurs. Not only can this strategy improve your ROI on low-perIorming
keywords, but in some cases, it can also Iree up part oI your budget to invest in more
valuable keywords.
Optimize for ROI
O Use convers|on track|ng Lo Lrack your cosLperconverslon @he cosL for each converslon
should be less Lhan Lhe amounL you recelve for LhaL converslon lor example lf you
recelve $10 for each sale buL spend $11 on cllcks Lo geL LhaL sale you should opLlmlze Lo
lmprove your 8
O Use advanced ad schedu||ng lf your campalgns make more sales or oLher converslons
durlng cerLaln Llmes of Lhe day 8y uslng Lhe advanced mode ln ad schedullng you can
auLomaLlcally lncrease your blds durlng Llmes LhaL are mosL proflLable for you and
decrease your blds when lLs less lmporLanL LhaL you appear ln a hlgh poslLlon @hls ls a
greaL way Lo reduce your cosLs durlng Lhe days and hours when youre less llkely Lo
converL users lnLo cusLomers
O kea||ocate budget from campalgns LhaL donL converL well Lo hlgh 8 campalgns LhaL are
llmlLed by budgeL f a campalgn ls noL llmlLed by budgeL (lsnL conslsLenLly meeLlng lLs
budgeL) Lhen allocaLlng more budgeL Lo lL wlll have llLLle or no effecL on LhaL campalgn
O 1est your b|ds ad[ustents unLll you achleve your opLlmal performance ou may lower
your bld Loo much and see converslons go down slgnlflcanLly or you may ralse lL Loo much
and see no changes ln converslons @hrough LesLlng and measurlng you should be able
flnd Lhe amounL LhaL mosL effecLlvely reaches your adverLlslng goals
O Set D|sp|ay -etwork b|ds so you can bld separaLely for ads on Lhe ulsplay neLwork f you
flnd LhaL you recelve beLLer buslness leads or a hlgher 8 from ads on ulsplay neLwork
slLes Lhan on search slLes (or vlce versa) ulsplay neLwork blds leL you bld more for one
klnd of slLe and less for Lhe oLher
O Use the Convers|on Cpt||zer Lo geL more converslons aL a lower cosL @he onverslon
pLlmlzer uses converslon Lracklng daLa Lo geL you more converslons (llke sales leads and
slgnups) aL a lower cosL ou seL Lhe maxlmum cosLperacqulslLlon (A) you wanL Lo pay
for a sale or lead and Lhe Lool ad[usLs your blds Lo geL you as many proflLable cllcks as
posslble @hls can help you mlnlmlze unproflLable spend and maxlmlze your lnvesLmenL on
keywords LhaL produce resulLs
O Use the keyword os|t|ons report ln Coogle AnalyLlcs Lo help declde how Lo ad[usL your
keyword blds @hls reporL ln Lhe @rafflc Sources secLlon shows ln whlch poslLlons your ad
performs besL f you learn LhaL your ad acLually converLs beLLer when lLs aL a lower
poslLlon conslder ad[usLlng your blds Lo achleve Lhe besL performlng poslLlon
Optimize for clicks and traffic
O See the effect of d|fferent keyword b|ds ou can opLlmlze your keyword blds uslng Lhe
bld slmulaLor or @rafflc LsLlmaLor Lools LnLer a new maxlmum amounL lnLo elLher Lool
Lo see how your keywords mlghL perform aL LhaL bld amounL
O Increase the b|ds for va|ued keywords Lo lmprove your ad poslLlon 8ecause ads wlLh
hlgher poslLlons Lend Lo recelve more cllcks youre llkely Lo galn an lncrease ln Lrafflc
Powever lLs lmporLanL Lo experlmenL wlLh dlfferenL blds Lo ldenLlfy whlch ad poslLlons
are Lhe mosL cosLeffecLlve Appearlng ln Lhe Lop poslLlon can seem llke a greaL goal buL lL
may be Loo expenslve and noL provlde you wlLh Lhe besL reLurn on lnvesLmenL
O 1ry autoat|c b|dd|ng a feaLure LhaL auLomaLlcally ad[usLs your cosLpercllck () blds
ln order Lo geL you Lhe mosL Lrafflc avallable wlLhln your budgeL
O xper|ent w|th a h|gher budget Lo allow your ads Lo show more ofLen (only for
campalgns LhaL are currenLly llmlLed by budgeL) f you canL lncrease Lhe campalgns
budgeL buL wanL Lo lncrease Lhe Lrafflc Lo Lhose ads conslder reallocaLlng budgeL from
some of your oLher campalgns
O Use the recoended budget Lo help choose a budgeL amounL lor budgeL llmlLed
campalgns you can use Lhe recommended dally budgeL Lo help recelve as much of Lhe
Lrafflc LhaLs avallable Lo you
O 8|d to appear on the f|rst page of pa|d search resu|ts @he flrsL page bld esLlmaLe
approxlmaLes Lhe bld needed for your ad Lo reach Lhe flrsL page of Coogle search
resulLs when a search query exacLly maLches your keyword @o maxlmlze Lrafflc Lo your ad
conslder uslng Lhe flrsL page bld esLlmaLe as a basls for your blddlng sLraLegy
O See what youre |ss|ng use Lhe mpresslon Share reporL ln your accounL Lo see Lhe
percenLage of posslble lmpresslons LhaL your ads could have recelved lf your campalgn
budgeLs were hlgher oull see Lhe percenLage of searches your ad dldnL show for due Lo
dally budgeL resLrlcLlons use Lhls daLa Lo conslder lf LhaL mlssed Lrafflc ls lmporLanL
enough Lo lncrease your budgeL ln order Lo regaln Lhose addlLlonal lmpresslons
Optimizing Ad Scheduling, Serving and Positions
Overvlew of Optlmlzlng AJ ScheJullng, Servlng, unJ Poxltlonx
For more control over the display oI your ads, AdWords oIIers some advanced optimization
Ieatures. We've outlined a Iew Ieatures that can help you inIluence the situations below.
When your ads show
Ad scheduling lets you speciIy certain hours or days oI the week when you want your ads
to appear. For example, you might schedule your ads to run only on weekdays or Irom 3:00
until 6:00 p.m. daily. With ad scheduling, a campaign can be set to run all week or Ior as
little as 15 minutes per week.
Where on the page your ads show
Position preIerence lets you tell Google which ad positions you preIer among all the
AdWords ads on a given page. For example, iI you Iind that your ad gets the best results
when it's ranked third or Iourth on the page, you can set a position preIerence Ior those
spots. The usual AdWords ranking and relevance rules apply, so position preIerence will
3ot eIIect the way your ads are ranked. Position preIerence simply means AdWords will try
to show your ad whenever it is ranked in your preIerred position, and avoid showing it
when it is not.
Which ad shows
II you have multiple ads in a single ad group, AdWords determines when to show each ad
based on your ad serving settings. "Optimize" is the deIault setting Ior all your ads and
means that we'll try to show your higher perIorming ads more oIten. "Rotate" will serve all
oI the active ads in an ad group more evenly on a rotating basis, regardless oI their
perIormance.
oolx unJ Struteglex for Optlmlzlng AJ ScheJullng, Servlng, unJ Poxltlonx
Ad Scheduling
Ad scheduling can help you better target your ads by selecting the times when you want to
show ads. For example, iI you oIIer 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 Ior your ads during certain time periods. With the advanced setting, you
can set a maximum oI six diIIerent time periods per day, so choose careIully. For example,
iI you Iind that your ads get the best results beIore noon, you can set your bids higher
during that time Irame to try and get more impressions and clicks.
BeIore you set up ad scheduling, understand that it does not guarantee your ads will receive
impressions or clicks. The usual AdWords rules still apply, and your ads will compete Ior
impressions with other ads as they normally do. II you schedule a campaign Ior very short
periods oI time, or only at times oI great competition Ior the keywords or placements you
have chosen, your ads may not get the chance to run very oIten.
Position Preference
This advanced bidding Ieature gives more control over the positioning oI ads. Some
advertisers Iind this helps them better promote their brands or earn a higher return on
investment (ROI). In particular:
O ulrecLresponse adverLlsers can LargeL Lhelr mosL cosLeffecLlve ad ranklngs
O 8rand adverLlsers can make sure Lhelr ads run only ln Lhe mosL vlslble poslLlons
There is no "right" position Ior all ads. Many people want to be ranked #1, but some
advertisers preIer the lower costs that come with lower positions. Others Iind that certain
keywords get a better return on investment (ROI) when their ad runs in a speciIic position.
We encourage you to experiment and discover which positions are best Ior your keywords
and your ads. See more position preIerence tips in our Help Center.
BeIore enabling position preIerence, understand that setting a position preIerence can
sharply reduce the number oI impressions and clicks a keyword receives. We encourage
advertisers to choose as broad a range oI positions as they are comIortable with. When
adjusting your preIerences, remember that with each change, it may take a Iew days Ior the
system to adjust and run your ads consistently in your new preIerred positions.
Ad serving settings
In the "Advanced settings" section oI your campaign's Settings tab, you can speciIy how
you'd like the ads in your ad group to be served.
O Cpt||ze (defau|t) pLlmlzed ad servlng Lrles Lo show your hlgher performlng ads more
ofLen Lhan Lhe oLher ads ln your ad group erformance ls based on hlsLorlc cllckLhrough
raLes (@8s) and CuallLy Scores as compared Lo oLher ads wlLhln LhaL ad group 8y uslng
Lhls ad servlng opLlon your ad group mlghL recelve more lmpresslons and cllcks overall
slnce hlgherquallLy ads can aLLaln beLLer poslLlons and aLLracL more user aLLenLlon
O kotate 8oLaLed ad servlng Lrles Lo show all Lhe ads ln Lhe ad group more evenly
regardless of whlch one has Lhe besL @8 @hls can be a good opLlon lf you speclflcally
wanL Lo LesL dlfferenL ad LexL varlaLlons Lo see whlch message performs Lhe besL
We recommend that you stick with the deIault "Optimize" ad serving setting Ior best
results.
Campaign and Ad Group Optimization Best Practices
Bext Pructlcex for Optlmlzlng Cumpulgnx unJ AJ 0roupx
Here are a Iew important steps and strategies to consider Ior any account optimization:
1. now your goals
BeIore anything else, you need to understand your advertising goals. What do you want to
achieve with your ads and how will you know iI you succeed? For example, does a
particular campaign aim to generate sales, increase traIIic to your website, or promote your
company's brand? II you're Iocused on proIits, Ior instance, you'll want to know how
valuable a click is rather than just how many clicks you're getting. By knowing your main
advertising goal, you can choose optimization strategies that will best help you meet that
speciIic goal.
2. Measure the results
AIter perIorming an optimization, track what eIIect your changes have had. Your
conversion rates, CTR, Iirst page bid estimates, and other statistics can be good indicators
oI how well your ads perIorm. For most advertisers, the key measure oI success is the
return on investment (ROI). Use conversion tracking and Google Analytics to see which
ads and keywords are most proIitable. You can use these account statistics to compare pre-
and post-optimization perIormance. Learn more about evaluating your account
perIormance.
An easy way to identiIy perIormance changes in your account is to create custom alerts Ior
the metrics you want to measure. Once you've created an alert and speciIied the parameters
oI what you'd like to monitor, we'll automatically notiIy you when those metrics change
within your campaigns and ad groups.
3. Experiment and adapt
Allow your ad perIormance to educate you about eIIective strategies Ior achieving your
goals. As you observe your ads over time, you might notice things that are working
especially well or not so well. For example, iI you Iind users aren't responding to a
particular ad text, delete that ad and try something else.
It's important to remember that optimization changes can take a Iew weeks to perIorm to
their Iull potential. This is usually due to the time it takes Ior new or edited keywords and
ads to build up their recalculated Quality Scores. ThereIore, wait at least two weeks beIore
analyzing the impact oI your optimization. Also, wait a Iew weeks beIore making any other
large changes to that campaign.
. Uptimizing Websites and Landing Pages
Introduction to Website and Landing Page Optimization
Overvlew of Optlmlzlng Webxltex unJ IunJlng Pugex
Through AdWords, you can tailor your ad text and keywords in order to maximize your
clicks and drive users to your website. However, getting users to your pages is only part oI
what you need Ior a successIul website. II your users reach your site, but leave right away,
then you're not getting signiIicant return on your investment. To attain a high-quality,
highly eIIective website, you'll need to optimize your website content.
But where to start? First, you have to know the goals oI your site. Goals are activities on
your website that are important to the success oI your business. Obviously, a sale is a goal
iI you sell online. Email registrations, requests Ior a sales call, or even viewings oI a video
are other examples oI goals. II you haven't built one or more key activities into your site,
then no amount oI site re-working is going to help. Without goals, you'll have no way oI
knowing how well you meet your visitors' needs or oI measuring your website ROI.
Once you know your goals, then you have something else to think about: the user. Who is
the audience oI your website? Who are you trying to connect with? How can you guide
them to take the actions you want on your site in a way they will respond to? Because it's
the user reaction that will be determining whether or not you meet your goals, it's the user
who should be the Iocus oI your optimization eIIorts.
Google also believes in Iocusing on the user, which is one reason we've developed Landing
Page Quality Guidelines, outlined in more detail in Section 6. Policies and Ad Quality
Issues. These guidelines are helpIul to keep in mind when optimizing your site, as you try
to balance the quality oI your page with what will drive conversions. Unsurprisingly, the
characteristics oI a highly eIIective site are quite similar to those oI a high-quality site.
What makes pages successIul are oIten the same things that users value -- like Iast load
time and unique content, two elements oI high-quality landing pages.
There are three primary elements oI quality to keep in mind when optimizing your site:
O ke|evant and or|g|na| content ALLracLs users and keeps Lhem reLurnlng Lo your slLe
O 1ransparency lor webslLes Lhls means belng clear abouL Lhe naLure of your buslness
how your slLe lnLeracLs wlLh Lhe users compuLer and how you use a vlslLors personal
lnformaLlon
O -av|gab|||ty rovldlng an easy paLh for users Lo flnd whaL Lhey are looklng for on your
webslLe
These three elements have an important impact on the user experience oI your site. Taking
the time to put yourselI into a user's mindset when visiting your site is the most important
thing you can do to optimize your site. However, there are plenty oI more speciIic ways to
do that as well, which we'll review in this section.
Benefltx of Optlmlzlng Webxltex unJ IunJlng Pugex
There are numerous beneIits to optimizing website content:
O ncreaslng 8 on your adverLlslng
O @eachlng you abouL Lhe llkes and dlsllkes of your cusLomers
O @rylng ouL alLernaLlves used by compeLlLors
O 8reaklng down preconcepLlons abouL whaL works
O onvlnclng your Leam Lo Lry someLhlng bold or dlfferenL
The most signiIicant beneIit, and goal, oI optimizing websites is to keep users on your
pages and improve your return on investment. Recent research suggests that users decide to
stay on or leave your site in just a Iew seconds. This limited window oI time in which to
grab and retain a user's attention makes optimization crucial. By designing a website where
users can quickly Iind what they want, you'll make it easier Ior them to reach the
conversion page and take the action that means business results Ior you.
Even iI you're an advertiser who's more concerned about brand awareness than driving
traIIic to a conversion or landing page, it's still worthwhile to optimize that page because
landing page quality can aIIect other Iactors. As a component oI overall AdWords Quality
Score, high landing page quality can aIIect your ad rank. In this way, improving landing
page quality, say, by making changes to the layout oI a page to improve navigability, may
increase the Quality Score oI an ad group.
Let's use an example. Say you're advertising Ior a paid newsletter sign-up Iorm that costs
$30 and receives about 100 sign-ups a week. Using conversion tracking, you Iind that
although many users are clicking your ads, you're not getting many newsletter sign-ups
through the Iorm. You can optimize your landing page so that users easily Iind the
newsletter sign-up Iorm when they Iirst arrive at the page. Designing a better-perIorming
page, even iI it only increases your conversion rate by 1, means a yearly revenue
improvement oI more than $1500 Ior you.
Basic %echniques for Website and Landing Page Optimization
Buxlc Struteglex for Optlmlzlng Webxltex unJ IunJlng Pugex
Below, we've highlighted some strategies Ior improving landing pages on your site, as well
as techniques that can be used to improve the perIormance oI your site overall.
Improving landing pages
When selecting a destination/landing page Ior your ad, above all, make sure the page is one
where users can Iind the product or service promised in your ad. Keep your original
objectives (sales, leads, downloads) in mind. ReIer to speciIic keywords, oIIers, and calls to
action on your landing pages.
Make sure the landing page you select provides inIormation that is tailored to the keywords
a user is searching Ior. For example, iI users typically reach your site when an ad is
displayed on the keyword "digital cameras", your landing page would perIorm better iI it
displayed inIormation speciIically about cameras, rather than taking them to your
homepage or to inIormation about televisions and video players as well. Try 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
Relevant 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. Pages with appropriate title~ tags are easier Ior users to Iind and search
engines to index. You'll also Iind that other sites like to link to pages with useIul
inIormation, which can improve your natural search engine rankings.
In some cases, less content is more eIIective content when there are so many choices that it
becomes overwhelming. For example, iI you have a long text list oI individual products, try
reducing the number oI choices available on a page by switching to a shorter list oI product
categories represented by pictures. In general, swap dense blocks oI text, where links can
get lost, Ior short blurbs with important inIormation highlighted or visually separated. In
particular, streamline the text oI headlines so they can be more easily scanned and
understood by a user.
%ransparency
Consider the audience, or audiences, oI your site. How do you intend to build credibility
and trust with them? To maximize transparency, you should openly share inIormation about
your business and clearly deIine what your business is or does. II your website requests
personal inIormation Irom the user, such as Ior a sign-up Iorm, don't ask Ior more
inIormation than you really need, and be explicit about how the inIormation will be used.
Link to a privacy policy or give the option to limit how their personal inIormation is used
(e.g. to opt out oI receiving newsletters).
II you use trust seals or credibility indicators intended to make your visitors more
comIortable, make sure that they're eIIectively located. II they're hidden at the bottom oI
the page, they won't build your reputation with visitors; placing them near a purchase
button or shopping cart is a better choice. Where possible, also use recognizable logos.
Navigation
When visitors come to your site, they should be able to quickly understand how to navigate
your site and Iind the inIormation they're looking Ior. Take a look at your sitemap or
navigation bar, then make sure most users are able to Iind what they want in three clicks or
Iewer.
Keep your layout clean and simple, with clearly marked buttons and links that prospective
customers won't have to puzzle over to understand. Buttons or links that are simply labeled
(e.g. "Learn More", "Next Step", "Buy Now") can Iunction as calls to action that gently
lead visitors down the desired conversion path. Make sure these are in a high-contrast color
and easy to see on the page without needing to scroll down. At the same time, try to reduce
visual distractions that can conIuse users or draw their eye away Irom the call to action,
such as Ilashy or unrelated images.
However you choose to optimize your website, imagining yourselI as your prospective
customer and Iine-tuning your site as necessary can result in a better experience Ior that
prospective customer, and thus better results Ior you. And iI you Iind it hard to put yourselI
in the mindset oI a customer, see iI you can Iind a customer -- or someone who is
unIamiliar with your site -- to sit with you and walk through some simple tasks on your
site. Getting the Iresh perspective can reveal issues or areas oI conIusion you might never
have anticipated.
. Selling and Representing AdWords
. Tbe AdWords Value Proposition
%he Wide Reach of Google AdWords
he WlJe euch of 0oogle AJWorJx
Google AdWords equals relevant real-time distribution on a massive scale, 24 hours a day,
seven days a week. Ads are distributed across the Google Network, which consists oI
Google properties like Google.com, Blogger and Gmail, the Google Search Network, and
the Google Display Network. Users who click your ad are brought directly to your website.
Unlike traditional advertising and many Iorms oI online advertising, where messages are
broadcast to a general audience, ads on Google are shown only to people who indicate an
interest in a speciIic topic. This is done when users type their query into the search box on
Google search or the Google Search Network. On the Google Display Network, this is done
through our sophisticated technology that contextually matches the content oI the webpage
to the theme oI your keywords.
ry lt Now: Mutch Feuturex wlth Murketlng 0oulx
Learn how to decide which AdWords targeting Ieatures most eIIectively meet your
marketing goals.
Imagine that you have an advertiser that is launching a wedding planning business in
Chicago, New York City, and a 50 mile radius around Los Angeles. They want to reach
men and women between the ages oI 25 and 65, who are actively searching Ior help on
planning their own wedding or the wedding oI a Iriend or Iamily member.
1 Slgn ln Lo an Adwords accounL
2 hoose Create new capa|gn
3 n Lhe ocaLlons anguages and uemographlcs secLlon cllck se|ect one or ore other
|ocat|ons llck 8rowse aL Lhe Lop and cllck reove a|| ln Lhe SelecLed ocaLlons box
4 n Lhe menu aL Lhe Lop choose Lhe plus slgn nexL Lo lllnols flnd hlcago and check Lhe
box uo Lhe same for new ork lLy
3 nexL navlgaLe Lo Lhe custo Lab aL Lhe Lop @ype os Angeles allfornla and Lhen Lype
30 lnLo Lhe Show my ads wlLhln box lose Lhe wlndow and dlscard your changes
6 n Lhe neLworks uevlces exLenslons secLlon selecL Let e choose and for Lhe ulsplay
neLwork choose Lhe 8elevanL pages only on Lhe placemenLs manage opLlon hoose
CA-CL aL Lhe boLLom
Questions to Consider:
1 Lven Lhough Lhe cllenL ls only offerlng Lhelr servlces ln Lhree locaLlons would lL make
sense Lo LargeL Lhe enLlre counLry? Why mlghL lL be worLh conslderlng Lhls?
2 WlLhln Lhe Coogle ulsplay neLwork we chose Lhe opLlon LhaL enables you Lo show on
relevanL pages on Lhe placemenLs LhaL manage WhaL Lypes of placemenLs do you Lhlnk
Lhese ads should appear on?
3 WhaL oLher Lypes of LargeLlng are avallable on Lhe Coogle ulsplay neLwork LhaL could
furLher help Lhls adverLlser reach Lhelr deslred audlence?
%he Value Proposition of AdWords Relevance
Why elevunce Ix Importunt to Ux
Why is relevance so important? High-quality ads beneIit the entire online advertising
system oI Google, users, advertisers and publishers. II Google AdWords serves high-
quality ads, then users learn to trust our ads as a relevant source oI inIormation. They click
more oIten, which brings advertisers more targeted leads. Website publishers also beneIit
Irom relevant ads. II ads are relevant on the publishers' websites, then more users will click
on the ads, thus providing revenue Ior the publisher.
II advertisers see a high return on investment Irom their advertising, they'll likely increase
their spending with AdWords. This, in turn, gives Google a strong incentive to continue
serving high-quality ads. II one party doesn't do its part, the entire system suIIers. Our
mission is to preserve the quality oI all parties, and thus the health oI the AdWords
ecosystem.
urgetlng wlth Preclxlon unJ Scule
With traditional advertising and many Iorms oI online advertising, ads are simply broadcast
to a wide range oI audiences. Google AdWords ads, however, are targeted to people's
speciIic interests. In Iact, a potential customer will only see your ads when he/she is
searching Ior products and services like the ones you oIIer.
What's more, with AdWords you can target your ads to countries or territories, or to
speciIic regions and cities. When someone enters your keyword on Google, the AdWords
system uses several Iactors to determine whether to show your ad:
O We conslder Lhe Coogle domaln belng used (fr de kr eLc) f a user vlslLs
wwwgooglefr Lhe Coogle domaln for lrance shell see ads LargeLed Lo lrance regardless
of her currenL locaLlon
O We analyze Lhe acLual search Lerm Lhe user submlLs on Coogle Lo deLermlne when Lo
show ads LargeLed Lo a speclflc reglon or clLy f someone enLers a search query LhaL
conLalns a recognlzable clLy or reglon we may show approprlaLe reglonal or cusLom
LargeLed ads lor example lf someone searches for new ork plumbers we may show
relevanL ads LargeLed Lo new ork regardless of Lhe users physlcal locaLlon
O When posslble we deLermlne Lhe users general physlcal locaLlon based on Lhelr
compuLers nLerneL roLocol () address An address ls a unlque number asslgned by
nLerneL Servlce rovlders (Ss) Lo each compuLer connecLed Lo Lhe nLerneL @hls applles
Lo reglonally or cusLomLargeLed ads as well as all ads shown on Cooglecom WlLh
reglonal and cusLomLargeLed ads lf someone searches for plumbers from a new ork
area address for lnsLance we mlghL dlsplay ads LargeLed Lo new ork even Lhough
new ork wasnL ln Lhe search query WlLh ads shown on Cooglecom we also use
address Lo LargeL ads lor example lf a user wlLh an AusLrallan address vlslLs
Cooglecom well dlsplay ads LargeLed Lo AusLralla even Lhough Lhe user lsnL accesslng
Cooglecomau
O AddlLlonally a users language seLLlng wlll deLermlne whlch ads Lhey can see @he
references llnk on Lhe Coogle homepage leLs users choose Lhe language ln whlch Lhey
wanL Lo search When Lhe user seLs Lhe language preference Coogle only dlsplays ads LhaL
are LargeLed Lo Lhe chosen language lor example users who choose Spanlsh as Lhelr
language preference see ads LargeLed Lo Spanlsh speakers f Lhe user doesnL speclfy a
language preference Lhe Coogle domaln (llke Cooglefr) deLermlnes Lhe defaulL language
preference (ln Lhls case lrench)
Preclxely Controlllng AJ Cumpulgnx to Meet AJvertlxer 0oulx
In addition to targeting by location, there are a number oI other ways to control ad
campaigns to meet advertisers' goals.
O neLwork uevlces Where ads show on Lhe Coogle neLwork ls an lmporLanL way Lo LargeL
Lhe rlghL audlence Ads are dlsLrlbuLed across Lhe Coogle neLwork whlch conslsLs of
Coogle properLles llke 8logger and Cmall Lhe Coogle Search neLwork Lhe Coogle ulsplay
neLwork and moblle devlces wlLh full lnLerneL browsers lor example lf m an adverLlser
and my goal ls Lo only show on Cooglecom and noLhlng else Lhen have LhaL opLlon f
wanL Lo add moblle devlces d be able Lo make LhaL change ln Lhe AdWords lnLerface 24
hours a day seven days a week SelecLlng Lhe rlghL neLworks and devlces wlll help LargeL
ads Lo Lhe mosL relevanL audlence
O lacemenL @argeLlng lacemenL LargeLlng leLs you choose lndlvldual spoLs ln Lhe ulsplay
neLwork where youd llke Lo see your ads dlsplayed lor example lf my goal was Lo
preclsely LargeL a webslLe wlLhln Lhe Coogle neLwork Lhen can creaLe a placemenL
LargeLed ad nsLead of selecLlng keywords wlll selecL placemenLs (or webpages) for ads
Lo show @hls ls a greaL way Lo geL ads on webslLes LhaL are relevanL and/or
complemenLary Lo Lhe producLs or servlces belng sold
O Lxcluslon @ools
4 SlLe and aLegory Lxcluslon leLs you prevenL your ads from appearlng on
lndlvldual webslLes or caLegorles of webpages lor example lf my goal was Lo
make sure my ad was noL showlng on my compeLlLors webslLes Lhen can add
Lhelr webslLe Lo my slLe and caLegory excluslon Lool My ad wlll no longer accrue
cllcks or lmpresslons on Lhose slLes
4 Lxcluslon @ool enables you Lo speclfy addresses where you donL wanL your
ads Lo appear lor example lf was an adverLlslng agency and wanLed Lo block
my own address could use Lhls Lool Lo block my AdWords cllcks and
lmpresslons
%he Value Proposition of AdWords ROI
Prlclng
There are a Iew ways that Google AdWords has created value Ior return on investment.
Let's see how Google does this through pricing:
O Cost er C||ck Mode| WlLh keyword adverLlslng Lhe cosLpercllck model ls one way
adverLlsers have a sLrong reLurn slnce Lhey are only charged when a user cllcks on Lhe ad
O AdWords D|scounter ls a feaLure bullL lnLo AdWords LhaL wlll charge you Lhe lowesL
posslble whlle sLlll malnLalnlng your poslLlon for each keyword So even lf you seL an
ad group maxlmum of uS$100 you wonL necessarlly be charged Lhls full amounL for
every cllck our acLual (Lhe amounL you acLually pay per cllck) ls ofLen less Lhan Lhe
maxlmum bld you speclfy for your ad group or keyword
O Sart r|c|ng ls a feaLure LhaL auLomaLlcally reduces Lhe prlce adverLlsers pay for cllcks lf
our daLa shows LhaL a cllck from a ulsplay neLwork page ls less llkely Lo resulL ln a
converslon @hls means LhaL lf our smarL prlclng sysLem predlcLs a parLlcular ulsplay
neLwork page ls llkely Lo have a low converslon raLe we wlll auLomaLlcally reduce Lhe
prlce adverLlsers pay for LhaL cllck
eportlng unJ Metrlcx
The reporting Ieatures oI Google AdWords, in many opinions, is the biggest selling point.
Because Google accounts Ior all clicks and impressions Ior every keyword, Google is able
to report which keywords are perIorming well and which ones aren't. There's even more
data that is collected and provided to make data driven decisions about managing your
advertising campaigns.
This allows Ior advertisers to change their ad campaigns based oII oI these reports. The
great part about it is that advertisers can make these changes 24 hours a day, 7 days a week.
ow BrunJ BullJlng wlth AJWorJx Allgnx wlth AJvertlxer 0oulx
Both Google Search advertising and Display advertising help advertisers meet their
branding needs.
O 8u||d brand awareness @he ulsplay neLwork allows you Lo bulld awareness by havlng a
masslve reach on boLh commerclal slLes such as A and very nlche slLes
O Understand a users purchase |ntent AdWords (ln comblnaLlon wlLh Coogle AnalyLlcs) can
show you Lhe Llme cusLomers spend on your slLe ou can see whlch cusLomer segmenLs
spend Lhe mosL Llme on your slLe and whlch cusLomers leave your slLe afLer geLLlng Lo Lhe
landlng page
O Understand |f your ads are dr|v|ng peop|e to your s|te our ad LexL cllckLhrough raLe
(@8) and LoLal number of cllcks show your ads performance
O Understand wh|ch s|tes your ads appear on @he placemenL reporL shows Lhe sLaLlsLlcs for
your ads on speclflc domalns and u8s ln Lhe ulsplay neLwork
O 1est how essag|ng |pacts brand use Coogle search Lo LesL a few dlfferenL messages Lo
see whaL resonaLes wlLh cusLomers lor example lf a mlddleofLhellne [ewelry sLore
wanLs Lo see how Lo markeL lLself should lL sell on value unlqueness or luxury? WhaL are
Lhe mosL lmporLanL compeLencles Lo hlghllghL? 8y uslng Coogle search Lo LesL a few
dlfferenL messages qulckly and lnexpenslvely Lhe [ewelry sLore can ldenLlfy whlch
messages cusLomers respond Lo erLaln messages may work well wlLh some search Lerms
buL perform poorly wlLh oLhers
Overvlew of Vulue Propoxltlon for Metrlcx
There are several ways you can track your AdWords ads and gauge the success oI your
campaigns. We've listed them here, starting with the most basic and moving toward the
more advanced Ieatures.
O Account Snapshot charts offer a qulck overvlew of your accounL performance based on
your chosen daLe range and meLrlcs @he AccounL SnapshoL page ls Lyplcally Lhe flrsL page
youll see when you slgn ln Lo your accounL f lL lsnL you can make lL your regular sLarL
page by cllcklng Lhe llnk aL Lhe boLLom of your ampalgn Summary page
O Capa|gn stat|st|cs lnclude summary Lables aL each level of your accounL campalgn ad
group and keyword n your ampalgns Lab you can flnd cusLomlzable daLa on your
cllcks lmpresslons cllckLhrough raLes (@8) average cosLspercllck (Avg ) and more
use Lhe daLe range selecLlon flelds aL Lhe Lop of each Lable Lo see daLa for a speclflc Llme
perlod uownload Lhese Lables as reporLs on a recurrlng basls
O Convers|on 1rack|ng ls a way Lo monlLor and evaluaLe how well your ad campalgns
converL lnLo meanlngful acLlons llke sales or newsleLLer slgnups 8y Lracklng your
converslons you can see how many users Look a cerLaln acLlon as a dlrecL resulL of your
AdWords ad campalgns
O Goog|e Ana|yt|cs ls a free Lool ln your AdWords accounL LhaL offers lnslghL lnLo your
campalgn performance and webslLe deslgn L shows you how people found your webslLe
how Lhey explored lL and how you can enhance Lhelr web experlence L can also help you
undersLand how Lo lmprove your converslon raLe and adverLlse more effecLlvely
Moxt Commonly UxeJ eportx
O keyword reports leL you vlew sLaLlsLlcs on how your keywords are performlng across all
campalgns ln selecLed campalgns and ln selecLed ad groups See whlch keywords have
sLronger performance relaLlve Lo Lhe average poslLlon of Lhe ad and Lhe acLual when
Lhe ad was cllcked WlLh Lhls lnformaLlon you can make daLadrlven declslons abouL whaL
keywords Lo keep whaL Lo bld and whaL keywords Lo deleLe
O Ad reports leL you see sLaLlsLlcs on how speclflc Lypes of ad varlaLlons are performlng f
you have more Lhan one ad LexL ln an ad group Lhen you may wanL Lo see whlch ad
performs besL ueleLe poorly performlng ads and creaLe varlaLlons of Lhe well performlng
ad Lo opLlmlze your campalgn
O |aceent reports show performance sLaLlsLlcs for your ads on speclflc domalns and u8s
ln Lhe ulsplay neLwork ou can use Lhls reporL Lo learn where your ad ls showlng on Lhe
ulsplay neLwork uslng Lhls lnformaLlon you can selecL whlch webslLes youd llke Lo
conLlnue showlng on and exclude Lhe webslLes where you donL your ad Lo show
O Search ter reports shows performance daLa for search querles whlch Lrlggered an ad
LhaL recelved cllcks use Lhls reporL Lo deLermlne Lhe correcL maLch Lype for your exlsLlng
keywords f youd llke Lo geL addlLlonal Lrafflc Lo your slLe Lhls reporL can ldenLlfy new
keywords LhaL you can add Lo your keyword llsL llnally lf you see LhaL your ads are
appearlng for nonrelevanL keywords add Lhose keywords as negaLlve keywords Lo make
sure LhaL your ads donL show up for Lhose Lerms
O nour|y reports can be run wlLh accounL campalgn and ad group reporLs ou can see whaL
hours of Lhe day your ads recelve Lhe mosL amounL of Lrafflc Whlle we donL glve Lhe
exacL Llme of day we wlll glve you Lhe hour range of Lhe day when your ad recelved Lhe
cllcks (eg 12pm) use Lhls daLa Lo schedule your ad for Lhe Llmes of day when Lhe ad
performs Lhe besL
ow AJWorJx Allgnx wlth lrect exponxe AJvertlxer 0oulx
Advertising on Google can help an advertiser meet many objectives. When selling
AdWords, determining your customers' challenges and goals in advance can help you sell a
Google advertising program that will meet their objectives and ensure success. For
example:
O f your cllenLs goals are Lo generaLe leads Lhen AdWords reporLlng (ln comblnaLlon wlLh
converslon Lracklng) can show how your adverLlslng campalgn ls drlvlng goals such as
evenL reglsLraLlons and slgnups
O f your cllenLs goals are Lo lncrease sales Lhen AdWords reporLlng (ln comblnaLlon wlLh
converslon Lracklng) can show Lhe response Lo your adverLlslng campalgn
O f your cllenLs goals are Lo lncrease reLurn on lnvesLmenL (8) Lhen AdWords reporLlng
(ln comblnaLlon wlLh converslon Lracklng) can show Lhe number of sales versus Lhe cosL Lo
run Lhe adverLlslng campalgn
Once you know your customers' goals, you can use AdWords reporting to determine iI
you've reached those goals. II you have not, you can use reporting to make data-driven
decisions Ior optimizing the advertising campaign to reach those goals.
.. Selling tbe Benefits of AdWords
Understanding Customer Needs
Overvlew of UnJerxtunJlng Cllent NeeJx
When you have a strong rapport with your clients, it's easy to Iind out what their needs are.
Communicating value in a clear and succinct way, and clear recommended actions are key
elements oI this. But the Iirst step is asking the right questions, and listening.
ConJuctlng u Cllent NeeJx Anulyxlx
You can perIorm a needs analysis to determine a client's current online marketing
involvement, learn about their company/organization landscape, know who the decision
makers are, and uncover company pain points.
InIormation about client needs can be obtained through a variety oI research methods:
individual research, everyday conversations, and Iormal assessment calls. The Iollowing
questions are a good warm-up to any conversation and provide you with the necessary
background inIormation to build Iuture questions:
O Are you currenLly dolng any markeLlng for your buslness?
O WhaL are your markeLlng goals?
O WhaL are your besLselllng producLs or servlces?
O Where else are you runnlng ads onllne? ffllne?
O uo you evaluaLe Lhe reLurn on your markeLlng lnvesLmenL?
O uo you have a webslLe?
O Who handles markeLlng sLraLegy for your buslness?
O Pow do you deLermlne your markeLlng budgeL?
O uo you have a seasonal buslness?
O uo you have brlckandmorLar sLores?
O Who are your compeLlLors?
O WhaLs your LargeL audlence?
In order to eIIectively build an AdWords account, it's important that you collect the right
inIormation Irom a business. Preparation is critical to your ability to sell Google AdWords.
BeIore speaking with an advertiser about their online marketing needs, you'll want to do the
Iollowing:
O 8evlew Lhelr webslLe Pave a baslc undersLandlng of Lhe adverLlsers buslness WhaL ls
Lhelr flagshlp producL or servlce?
O uo some research Are Lhere arLlcles abouL Lhe buslness onllne? Are Lhey already dolng
onllne markeLlng? Are Lhey ln Lhe organlc search resulLs? Pow compeLlLlve ls Lhe ad
space?
O earn Lo speak Lhelr language WhaL verLlcal are Lhey ln? WhaL ls Lhelr sales cycle? Are
Lhere unfamlllar Lerms? s Lhere seasonallLy? WhaL challenges mlghL Lhey face?
O 8egln Lo plan Pow mlghL you bulld an AdWords accounL for Lhls adverLlser? WhaL
producLs or servlces would you lnclude ln an lnlLlal markeLlng sLraLegy? WhaL producLs or
servlces mlghL you recommend for expanslon?
Allgnlng Cllent NeeJx wlth 0oulx unJ Opportunltlex
Many businesses struggle with the same challenges when conIronted with making an
investment in online marketing. Here are a Iew typical challenges and examples oI their
results:
O lmlLed Llme unable Lo effecLlvely pursue new markeLlng sLraLegles
O ack of experlence MlsLakes ln onllne markeLlng campalgns
O 8esource consLralnLs uLLlng corners
O noL LargeLlng audlence effecLlvely lallure Lo generaLe revenue
O nablllLy Lo measure success SubopLlmal use of markeLlng budgeL
O lmlLed markeLlng sLraLegy Mlsslng ouL on cusLomer segmenLs
O lmlLed budgeL lmlLed lnvesLmenL ln fuLure
Sales representatives can also help clients understand the possible opportunities to get more
sales or increase brand awareness -- including opportunities that they may not be aware oI.
These questions are designed to build awareness oI AdWords Ieatures.
You can also help clients understand the possibilities in accurately addressing marketing
needs -- including marketing needs that they may not be aware oI. Here are a Iew questions
designed to build awareness oI AdWords Ieatures:
O Are you concerned LhaL youre spendlng Loo much / noL spendlng enough on markeLlng?
(feaLure revealed conLrol over budgeL)
O Are you worrled LhaL your currenL medla plan lsnL as efflclenL as lL could be? (feaLures
revealed flexlblllLy and local LargeLlng)
O Are you concerned you may noL know how Lo besL LargeL your adverLlslng Lo your
audlence? (feaLures revealed reporLlng and LargeLlng)
O Are you saLlsfled wlLh Lhe level of Lrafflc converslons eLc LhaL youre seelng? (feaLure
revealed markeLlng reach and reporLlng)
Then you can drill a bit deeper to help your clients establish what impact the problem they
identiIied has on the client and their business:
O uo you feel llke you donL undersLand user behavlor as well as you could? (problem
uncovered canL Lrack landlng pages)
O uoes LhaL have any relaLed effecLs on maklng declslons abouL your producL offerlng?
(problem uncovered unable Lo Lrack performance)
You can also show clients how they can add value to their business by asking questions to
highlight opportunities.
O Pow would onllne adverLlslng help you achleve your goals?
O f you could lmprove your markeLlng 8 whaL would your nexL sLep be?
O Pow would lL help lf you had more lnformaLlon abouL whlch of your producLs or servlces
perform besL onllne?
%he Basic Google Sales Pitch
he Vulue of lrlng u quullfleJ hlrJ Purty for Account Munugement
Search engine marketing campaigns allow you to eIIectively target customers searching Ior
products and services that you oIIer. But managing an online marketing campaign can
require close attention and diligence. A qualiIied proIessional has experience and
proIiciency in creating AdWords campaigns Ior businesses, so they can save you time and
resources by managing your campaign Ior you.
AJWorJx unJ 0oogle Murketlng euch
Google helps you reach consumers in a relevant, accountable way.
Reach the audiences that matter most to your business. More than 170 million people use
the Internet in the United States. Google`s network reaches 80 oI these potential
customers. You can target potential customers by neighborhood, city, state, or country.
AdWords is available in 38 diIIerent languages and 250 countries.
AJWorJx elevunce
Connect with consumers when it`s relevant.
AdWords shows ads to potential customers when they're actively searching Ior what
businesses like yours have to oIIer. Your ads are being placed when decisions are being
made. OI consumers making in-store purchases in key categories, 89 have conducted
online research prior to purchase.
AJWorJx eturn on Invextment (OI)
Measure and improve your return on investment.
AdWords gives you a range oI helpIul online tracking tools so you can understand what`s
working, what`s not, and which adjustments you can make to maximize your investment. It
costs nothing to develop AdWords ads and there`s no minimum spend. You only pay when
consumers click on your ad to go to your site. You can adjust, pause, or stop your
campaigns at any time.
AJWorJx Impuct on Converxlonx
In 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. Conversion
tracking, then, is a way to monitor and evaluate how well your ad campaigns convert into a
meaningIul action like a sale.
Because AdWords delivers people inIormation about the products and services they're
already looking Ior, it can help to drive conversions.
Your AdWords account includes a Iree conversion-tracking tool to measure your
conversions and ultimately help you identiIy how eIIective your AdWords ads and
keywords are Ior you.
To get started, just click 'Conversion Tracking' at the top oI your account's 'Campaign
Management' tab. Then click 'Create an Action' and Iollow the steps provided.
AJWorJx Coxtx unJ Flexlblllty
Costs
AdWords advertisers can choose cost-per-click (CPC) or cost-per-impression (CPM)
pricing, whichever best suits their needs.
Under the Google AdWords CPC pricing model, advertisers pay Ior ad clicks, not
impressions. II an advertiser's ads appear 50 times and receive Iive clicks, the advertiser is
charged only Ior those Iive clicks. With CPM pricing, advertisers who preIer impression-
based pricing can set their own price and receive traditional CPM metrics.
AdWords advertisers enjoy a tremendous level oI control over their costs. They can set a
maximum daily budget to help manage costs over the month and speciIic amounts they're
willing to pay per click or per thousand impressions, which the AdWords system will never
exceed.
AdWords advertisers can also set up Google's Iree conversion tracking tool and receive
account reports by email so they can monitor their sales conversions and return on
investment. (Please see the Reports and ROI lessons Ior more inIormation.)
Flexibility
Because Google AdWords oIIers such a high degree oI Ilexibility and control, it's an
especially eIIective marketing tool to help advertisers:
O CeneraLe leads
O CeneraLe sales or converslons
O reaLe brand awareness
Handling Common Questions and Concerns
Overvlew of Common quextlonx unJ Concernx
BeIore beginning your sales process, you can prepare to address common concerns or
objections Irom potential clients. Here are a Iew examples:
Proof of Publlcutlon
Budgets are used to determine the Irequency in which advertiser ads show. With our
Ilexible display approach, we may IulIill more oI an advertiser's budget in the morning,
aIternoon, or evening, depending on user traIIic patterns.
As always, our goal is to provide the most eIIective advertising possible Ior a set budget.
The AdWords system is dynamic and works to serve ads throughout the day to maximize
visibility Ior a budget. II an ad is not showing Ior every search query, there may be an
opportunity to increase the budget in order to increase sales.
xplulnlng 0oogle AJWorJx Pollclex unJ InvullJ Cllckx Ixxuex
Invalid clicks are clicks generated by prohibited methods. Examples oI invalid clicks may
include repeated manual clicking or the use oI robots, automated clicking tools, or other
deceptive soItware. Invalid clicks are sometimes intended to artiIicially or maliciously
drive up an advertiser's clicks or a publisher's earnings. Sources oI invalid clicks may
include:
O Manual cllcks lnLended Lo lncrease your adverLlslng cosLs or Lo lncrease proflLs for webslLe
owners hosLlng your ads
O llcks by auLomaLed Lools roboLs or oLher decepLlve sofLware
We closely monitor these and other scenarios to help protect advertisers Irom receiving
invalid clicks.
How Google Combats Invalid Clicks
The security oI Google AdWords advertisers is important to Google. Our proprietary
technology analyzes clicks and impressions in an attempt to determine whether they Iit a
pattern oI use that may artiIicially drive up an advertiser's clicks.
The goals oI our system are to automatically identiIy clicks generated by unethical users
and automated robots and to Iilter out these clicks beIore they ever reach your reports.
However, iI we believe you've been charged Ior invalid clicks in the past two months, we'll
apply a credit to your account.
Google has three powerIul tools Ior protecting clicks on AdWords ads:
Detection and Iiltering techniques:
Each click on an AdWords ad is examined by our system. Google looks at numerous data
points Ior each click, including the IP address, the time oI the click, any duplicate clicks,
and various other click patterns. Our system then analyzes these Iactors to try to isolate and
Iilter out potentially invalid clicks.
Advanced monitoring techniques:
Google uses a number oI unique and innovative techniques Ior managing invalid click
activity. We can't disclose details about the soItware, except to say that we're constantly
working to expand and improve our technology.
The Google Team:
In addition to our automated click protection techniques, we have a team that uses
specialized tools and techniques to examine individual instances oI invalid clicks. When
our system detects potentially invalid clicks, a member oI this team examines the aIIected
account to glean important data about the source oI the potentially invalid clicks.
xplulnlng the Seurch unJ lxpluy Networkx
The Google Network lets advertisers reach users across the Internet - Irom small
newsletters to large search engines. Since search results pages make up a very small
Iraction oI all pages viewed online, the Google Network provides a cost-eIIective way to
reach users on the greater portion oI the web. The Google Network is split into the Search
Network, which includes Google and other search sites like Ask.com, and the Display
Network, which includes Gmail, newsletters, and sites like the New York Times and
HowStuIIWorks.
In the Search Network, search targeting applies to keyword-targeted ads shown on Google
search results pages and on other search sites. Ads shown on these pages appear alongside
the search results and are speciIic to that particular search query. II the advertiser's keyword
matches the user's search term, the advertiser's ad could appear.
The Display Network has the advantage oI reaching potential customers at diIIerent points
oI the buying cycle. Not every potential customer is Iocused on conducting a search. Not
every visitor is ready to buy at a given moment. The advertiser's challenge is to capture
their attention at the right time.
For example, a user might begin a search Ior digital cameras with just an interest in reading
reviews. While reading a review, though, that user might note the ads oI online retailers or
click on the ads themselves. With search-only advertising, this customer would have been
missed.
With the Display Network, you can run ads in text and rich media ad Iormats. Image and
video ads can be especially important in branding and marketing eIIorts. Google charges no
additional Iee to serve these ads. That's just another beneIit oI partnering with Google
AdWords.
Here's one more beneIit: II our data shows that a click Irom a Google Network page is less
likely to turn into actionable business results - such as online sales, registrations, phone
calls, or newsletter signups - we may automatically reduce the bid Ior that site. With no
extra eIIort Irom you, Google technology helps you realize consistent value across Google
and the Google Network.
. Maintaining Client Relationsbips
Product
Connectlng wlth Your Cuxtomer
Let's explore the various options oI how to manage your relationships with your customers.
The areas that we will cover today are:
O SupporLlng your cusLomers
O usLomers reachlng your buslness
O roLecLlng cllenLs lnformaLlon
O AccounL ownershlp
Vulue of lrlng u hlrJ-purty Profexxlonul
Many advertisers may choose to work with you because they may not have a signiIicant
amount oI time to invest in learning AdWords and managing their own advertising account.
These advertisers put a signiIicant amount oI trust in hiring your business to help save time
while maximizing the return on their investment. As a Google Advertising ProIessional,
you should consider your client's core advertising needs and try to match them with your
services.
You should understand your core value proposition compared to the other third-party
proIessionals. We have outlined diIIerent considerations such as providing perIormance
reports, optimization considerations and customer support considerations that will allow
you to understand where you can provide value. We've also outlined additional educational
opportunities to help you achieve your and your customers' goals.
Servlcex unJ Operutlonx
Now that we've talked about the product, let's talk about the services that you want to
consider oIIering with your products, such as reporting, optimization, and account and
relationship management.
eportlng
There are a lot oI considerations when thinking about reporting. Here we've outlined a Iew
things Ior you to consider when oIIering reports. We will cover:
O Pow ofLen Lo share
O WhaL Lo share aL Lhe very mlnlmum
O Lxplalnlng accounL performance
Whut to Shure on eportx
Update your client Irequently with progress and areas oI improvement. Always oIIer
multiple metrics Ior success. This will ensure the client's expectations or deIinition oI
success don't get tied directly to one statistic. At the very minimum, here are some oI the
useIul metrics to share:
O llcks
O mpresslons
O Average
O Ad rank
O osL spenL on Coogle AdWords
You can also explore tools in the AdWords interIace, as well as other Iree tools such as
Google Trends, Insights Ior Search, Related Searches, and the Wonderwheel to help your
clients reach their audience.
The more advertisers you support, the more inIormation you probably want to share with
them.
ow Often You ShoulJ Shure
Another consideration is how oIten would you like to report this inIormation to your
customers. You have a number oI options, and we outline a Iew below:
O Send cusLomers reporLs when Lhey requesL Lhem
O Send a weekly/monLhly reporL vla Lhe AdWords lnLerface
O rovlde 8eporL Access lnLo Lhe AdWords accounL
O rovlde your own u or Lechnology for adverLlsers Lo vlew Lhelr reporLs
xplulnlng the Performunce of u New Account
Building a successIul AdWords account is an iterative process. First, you set up relevant
campaigns grouped by goals. Next, you test your ads and keywords. Once you evaluate
your perIormance, you then optimize the AdWords investment based on your goals. It is a
good rule oI thumb to set your client's expectations that strong, Iully optimized AdWords
perIormance does not happen overnight.
Protectlng Cuxtomer Informutlon
At Google, we're committed to transparency and choice. We let you know what inIormation
we collect when you use our products and services, why we collect it, and how we
saIeguard it. Our privacy policies, videos, and product designs aim to make these things
clear so that you can make inIormed choices about which products to use and how to use
them. We suggest using the same approach to protecting your customers' inIormation. Keep
in mind that any person or website with access to your Google Account can access all the
services tied to it. For example, iI you use the same Google Account to sign in to Google
Groups and AdWords, someone who knows your Google Account will be able to view your
inIormation Ior both services. ThereIore, sharing your Google Account inIormation isn't
recommended. The best way to avoid inIormation sharing is to keep your personal Google
Account private, and never to enter your Google Accounts username and password on non-
Google properties.
When managing your clients' account inIormation, it is important to consider your My
Client Center account management structure to put the right saIeguards in place Ior all oI
your diIIerent clients' inIormation.
One way to accomplish this is to set the proper privacy levels within a My Client Center
account - and to think careIully about who should have access to what inIormation.
In the My Client Center account, diIIerent users may have diIIerent access rights:
O @he accounL owner wlLh Lhe slgnln credenLlals can lnvlLe oLhers wlLh dlfferenL access
rlghLs aL dlfferenL levels
O AdWords accounL users may lnvlLe users Lo share access Lo Lhelr accounLs wlLh oLhers aL
Lhree dlfferenL levels
4 AdmlnlsLraLlve (hlghesL level of access)
4 SLandard (access Lo mosL accounL feaLures)
4 8eporLs (can vlew and run reporLs)
We suggest providing the minimum access level that is needed. When there is too much
going on in the MCC, there may be issues with multiple users working on the same
accounts. Additionally, you don't want too many people to be able to make changes.
Visit our tips FAQ Ior step-by-step instructions on updating your log-in inIormation. It
includes speciIics Ior advertisers who share accounts, client managers, and clients.
Account Ownerxhlp
It's our hope that every client you have will be satisIied and thriving with your help.
However, Ior one reason or another you or your clients may choose to terminate the
relationship. You'll need to consider who will own the AdWords account in the event that
one party wants to stop doing business with the other. We recommend that you transIer
ownership oI the account to the client in these instances. II not, then be up Iront with the
customer as to who will own the account should the relationship be terminated.
Placement
ConxlJerutlonx on Segmentlng Your Murket
With so many advertising channels today, it's diIIicult to understand where and how to
place your message to reach the right customers. By segmenting your audience, you'll be
able to target your message to those that are most likely to buy or use your services.
Some considerations:
O uo you speclallze ln a speclflc verLlcal or have experLlse ln a speclflc lndusLry? @hls
experLlse ls greaL because youll know Lhe lndusLry Lrends youll have a beLLer ldea of Lhe
Lypes of keywords Lo selecL eLc
O s Lhere a speclflc demographlc LhaL ls already drawn Lo your producL? ould you focus on
Lhls group or offer addlLlonal lncenLlves?
O uo you speclallze ln local buslnesses LhaL wanL Lo LargeL local cusLomers? r can you work
wlLh naLlonal accounLs?
By asking yourselI some oI these questions, you'll start to develop a marketing strategy that
helps you Iocus your eIIorts.

Ad Words

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Introduction to Search Engine Marketing and Online Advertising

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