Google adwords pdf

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AdWords. A Beginner's Guide to PPC Advertising. How to Use Google AdWords Learn how to use Google AdWords to. Learn how to use Google Adwords. A detailed tutorial for beginners that walks you through every step you need to follow to be successful with AdWords. When navigating your Google Grants account, note that the AdWords system and interface is designed for our paying advertisers. You may find that some.

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AdWords is an automated auction. You write your ads and choose relevant keywords (a keyword is the search term – word or phrase – that a person searching. What is Google AdWords? ❖ Paid Advertising system created by Google. ❖ Advertisers fight to the death for better ranking. ❖ Places advertising copy above, . Fundamentals exam and one of the other AdWords advertising exams. . With AdWords, your ads can show on one or both of Google's advertising networks: the.

Refining those based on the search terms you get and excluding bad stuff with negative keyphrases. Or, another way of looking at it, how quickly you spend your daily allocated budget. Maximize Conversions: In essence, the results page for a Google Search. You understand the fundamentals of how the ad-based auction determines your pricing. They have 3 main parts:. But each person is looking for something different.

Callout Extensions: Additional text that appears with your ad that calls out some piece of value for your customer. Basic examples of Callouts include: Callouts are not clickable. Call Only Campaigns: A campaign feature that allows you to make calling your business the only action your customers can take from viewing your ad.

Call Only campaigns will not direct clicks to your website. If a customer calls you through your Call Only campaign, you Call to Action:. Call to Action: A word or phrase to promote an immediate response from your customers. Call Tracking: The ability to track how many calls your business received as a result of your AdWords campaigns.

The structure within AdWords that holds your keywords and ad groups. All ad groups within a Campaign share a budget and similar settings around targeting. You can have one or many campaigns as part of your AdWords account. Campaign Status: An indicator to let you know where or not your ads can run or are running at that moment. Eligible, Paused, Removed, and Ended. The 3-digit security number that most often located on the back of your credit card. CVN is needed to complete the AdWords billing requirements.

Change History: A report that allows you to look back at all the changes you made to your account and campaigns. All changes are timestamped and include the person that was signed in to make the changes.

The act of clicking the link in your ad. A click most often leads to a website visit. The percent of people that click on your ad after viewing it. The formula to determine your CTR is the total number of clicks divided by the total number of impressions. Consolidated Billing: A feature that allows you to receive one bill for the costs accrued across multiple AdWords accounts.

Contextual Targeting: Conversions are defined by the advertiser, but often include sales on your website, sign-ups on a lead gen form, or phone call to your business.

Pdf google adwords

Conversion Optimizer No Longer Available: An AdWords tool that predicts which types of clicks are the most valuable to your business, and then automatically adjusts your bids to attract the clicks that are most likely to drive conversions. Conversion Rate: The average number of conversions you will see per click on your ad.

Conversion Tracking: The method of tracking the important actions your customers make sales, sign-ups, etc. Conversion Window: The number of days after a click that a conversion can still be recorded. You can set the conversion window to be more or less than the default 30 days. Cookies are used by websites to recognize your preferences. Cost per Click CPC: The price you pay Google each time someone clicks on your ad.

Cost-per-thousand Impressions CPM: The price you pay Google every time your Display ad sees 1, impressions. Cost-per-view CPV: The price you pay Google every time someone views one of your video ads.

Customer ID: Daily Budget: The maximum amount of money you tell Google you want to spend across your campaigns per day. Deep Link: A specific type of URL that takes your customers to a specific page in your app.

Description Lines: The two lines of text that exist between the headline and display URL of your text ad. Each line allows for 35 characters. This term only applied to standard text ads which are no longer available in AdWords.

Destination URL: Display Network: It contains more than a million websites and apps that can serve your ads. Display Partners: The websites that partner will Google to serve Display ads. Display Planner: A tool that helps you determine which display placements would be the best fit for your business goals. Display URL: Your display URL can look like this: End Date: A feature that allows you to select the length of time you want your campaigns to run.

After that date, your ads will stop running. You want between conversion before you enable eCPC. Exact Match: A keyword setting that makes it so your customers have to enter in the exact keyword phrase in order for your ad to show. You create exact match keywords by placing brackets around the keyword phrase: Expanded Text Ads: Launched in early , this is now the primary form of text ad in Google AdWord and standard text ads will no longer be supported. They have 3 main parts:. Extended Headline: The trick that allows you to create a larger headline by including a period after the last word in the first description line.

This feature has become outdated ever since Expanded Text Ads have gone live. Expected CTR: Expected click-through rate is a measure of how likely your ad will get clicked on using a particular keyword.

It is one of the three major factors in determining your quality score. Family Status: A status given to every ad noting its maturity level with 1 of 3 options upon approval: A basic capability in AdWords that lets you restrict the type of data that you see in your tables and charts.

First Page Bid Estimate: These are positions First Position Bid Estimate: See Top of Page Bid Estimate for more information on reaching the top result 1. Flexible Bid Strategy: One of the core bid strategies that automate your budget allocation across multiple campaigns, ad groups and keywords.

Google allocates your budget to maximize performance.

You can create and store a flexible strategy in the Shared Library. You can then apply your strategy from the Campaign, Ad group, or Keyword level.

Google will, by default, continue to show your ad even if a user has seen it before. Frequency Capping: A feature that lets you control the number of times your ad appears to the same person on the Display Network.

See Location Targeting. Find the full list of Google geo-targeting options here. Global Site Tag: Adds visitors to your basic remarketing lists and sets new cookies on your domain, which will store information about the ad click that brought the user to your website. You must install this tag on every page of your website. Google Account: Your Google-wide username and password that can be used for all Google products, including AdWords. Google Forwarding Phone Number: A phone number provided by Google to use in ads so it can be traced.

This is essential for call-only ads and call extensions to make sure you only get charged when an actual call is made. Google My Business: A Google product that allows you to create and manage a business listing on Google Maps while offering a number of other perks while using Google products like Google Merchant Center and AdWords through location extensions.

Create your Google Brand Page. The first line of your image, text, and search ads. With the updated Expanded Text Ads, you now have two headlines in your text ad H1 and H2 , with up to 30 characters in each. Historical Quality Score: A feature in Google AdWords that allows you to compare the quality score of different keywords based on historical data.

Prior to this update, you could only see the current quality score but could not compare it to past ones. Similar to a regular quality score, the historical one is based off:.

Image Ad: A type of display ad that includes an image, title, description, and link to your Landing Page. Impressions Impr. In-line Editing: A core performance metric that tells you how many times users performed the main action for the specific ad format.

More simply, an interaction can be: Invalid Clicks: Clicks on ads that Google marks as illegitimate. Google claims to examine every single click. There are a number of qualifications for an invalid click: Inventory Filters: IP Address: A n ID number for every computer or device connected to the internet. You can exclude certain IP addresses from seeing your ads like your co-workers, family, and friends. Words or phrases describing your product or service that you choose to trigger your ads.

The keywords determine when your ads show. When your keyword matches what people search on Google, your ad will appear. For more information on the impact of keyword selection see: Keyword Insertion: This requires the use of simple code line in your ad text. For more on how to use these, check this tutorial out.

There are 3 major benefits: Keyword Matching Options: Also known as Keyword Match Types, these are the different setting for each keyword to control how closely the search term must be to the keyword in order to trigger your ad.

Keyword Mining: Keyword Planner: Use the keyword planner right now! Keyword Status: Landing Page: The web page your audience lands or ends up on when they click your ad. The result of the Destination URL. Landing Page Experience: The interaction between the user and the Land Page. There are 3 things you need to optimize for: A consistent user experience.

There needs to be a seamless progression from Ad to Landing Page by matching design, copy, and offerings. If you are trying to increase purchases as well as sign-ups, we recommend creating an ad for each with their own respective landing pages. Language Targeting: One of the core targeting options for Search and Display campaigns. Life Event Targeting: A targeting option that allows you to target your ads based on major life events such as weddings, new children, moving, etc.

Limited by Budget: In other words, your ad is not reaching its full potential because your bid is not competitive enough. Your campaign can still be successful. Location Extensions: This is essential for businesses trying to drive in-store traffic.

Check out this 1-minute tutorial video to setting up a location extension. Location Targeting: You can also choose areas to avoid. Location Options: A setting option for Display Campaigns that gives you further control over location targeting. It allows you to exclude or target people in or who show interest in the set targeted locations. Low Search Volume: A status for certain keywords alerting you that the keyword or keywords you selected are not searched very often.

Managed Placements: A type of targeting that allows you to choose specific websites, videos, and apps on the Google Display Network to show your ads on. Manual Bidding: When you identify certain placements, keywords, audiences, and times of day that have the best returns, you can use manual bidding to increase returns. Manual Extensions: Ad extensions that you have to set up yourself in your AdWords account.

These extensions will not show up in the ad preview section and can only be viewed in the SERP. Manual Payments: Prepay for your advertising account before your ads run.

Google reserves this option for only a few countries. Maximize Clicks: A bid strategy that optimizes your campaigns for the most clicks. Maximize Conversions: An automated smart bidding strategy where Google optimizes for higher volume of conversions, rather than the amount of dollars your conversions are generating. This is specific to your business and marketing strategy.

For example, if you are trying to drive sales, we recommend determining the profit margin of each good or service first. You can work backward as such: Mobile Ad: AdWords campaigns default to show on mobile and desktop. If your Landing Page Experience is not optimized for mobile or you simply perform poorly with mobile audiences, you may want to learn how to turn off mobile ads.

Mobile Only: Ads that show only on mobile. Though this is not a specific setting or checkbox provided in the AdWords interface. Monthly Invoicing: This option is reserved for high volume advertisers and long-time AdWords customers.

You can apply by contacting your service rep here. Multiple Sign-In: Negative Keywords: A type of keyword Match Type that prevents your ad from showing for certain search terms. This is a critical feature of your campaigns because negative keywords assure that your ads do not show for searches irrelevant to your offering.

This is especially true for people using Broad Match and Broad match modifier keywords. You can use the Search Terms Report to see what keywords are triggering your ads. Negative Keyword List: A list you can create in your AdWords Shared Library that houses all your negative keywords.

You can learn how to save a bunch of time by bulk-adding negative keywords with this video walkthrough. The 6 options to drive your ad placement for each AdWords campaign. You can select from: Not Serving video ads: A video ad status when a headline, description, or video has been disapproved. Not Yet Serving: The status of any video ad that is pending review.

Opening Images: The frame or still image that is seen before someone clicks play on your video. This applies to click-to-play ads and is similar to a YouTube video cover image. We recommend uploading an image that. Opportunities Tab: One of the 5 main tabs on your AdWords dashboard that contains a list of suggestions for your campaigns. New Opportunities will appear in the notifications tab in the upper right corner. Organic Search Results: The natural or free results from certain search terms on the Google Search results page.

Due to a recent update, Google will not spend up to 2x over your daily budget. Overdelivery Credit: Advertising credit added to your account anytime your ads overdeliver for the month.

The default timezone for your AdWords account unless edited otherwise. It is good to check this setting if you want to make ad schedule bid adjustments. Parked Domain Site: Path Length: You can find the Path Length Report by: Ad Status that means your ad is not currently running or being seen and you will not be charged until you resume the ad.

Payment Method: The way you pay for your advertising spend on AdWords. The status of a campaign when it is still going through the approval process from Google. Learn more about the advertising policies here. Phrase Match: One of 4 keyword Match Type.

Pdf google adwords

Phrase match keywords trigger your ad when a certain phrase is searched in its entirety. Searches with words before or after your exact match phrase will trigger your ad as well, so it is still important to keep an eye on your Search Terms Report to update your list of negative keywords.

The different locations on the Display Network where your ads show. See Managed Placements and Automatic Placements for additional information on the options available. Play Rate: A key metric for Video Ads that tell you how often your video was played by dividing the of plays by the of times your ad was shown.

Previous Visits: Only available in the older AdWords interface. Price Extensions: These bring your specific offerings to the surface of the SERP and provide links that take the user directly to your product, reducing the amount of friction between discovery and conversion.

Product Feed: Google has a number of specific requirements that you must follow to keep your store in good standing. The big difference, though, is in how they showcase the information. Which all comes back to page design. It would require way too much information to cover here in a post about AdWords. They have a template library with designs you can simply pull off the shelf. Then their website builder is a simple drag-and-drop customizer so you can edit or change almost anything about the page without touching a line of code.

They also have an advanced featured called Dynamic Keyword Replacement. Using this, you can create just a single landing page and it will automatically pull in the keyphrase someone searched for. Both offer beautiful templates that you can select with a click. And both provide limited customizations so you can get a new landing page up within minutes. Unfortunately, getting your landing page live is only half the battle.

You pick a beautiful template. Push it live. Flip the switch on your ad campaigns, and then… nothing. One way to find out is to use CrazyEgg.

Adwords pdf google

Leads have started rolling in. You need one final thing until your AdWords strategy is complete. Google Analytics is great. But it only will show you a raw number of conversions. Your landing page is designed to convert.

It gives people all the information they need. Under networks, uncheck the display network. You only want your ad to show up in the Google desktop search results, not on other websites in your industry.

You might just want to start off with a single campaign for now. Under each campaign, there might be a ton of Ad Groups. And then even more keywords and ads.

Then another for Phrase match. And finally another for Exact match. So you can adjust a smaller budget quickly based on results. The downside is that it often becomes big and complex over time. Instead, you might want to setup campaigns around your own product, brands , etc. Last but not least, are single keyword ad groups SKAG. But that also provides a few benefits down the line. But each person is looking for something different. For example, someone looking for the first phrase might just be generally interested in the city.

The second phrase means that person is traveling, but still evaluating their options. Each of these three is important. But the keywords you pick to attract each will be different. Once again, it all goes back to your own business. You might have a limited budget and want to aggressively go after paying customers. In other words, there are patterns to follow. Formulas to emulate. Including a call-to-action is also tremendously important, too.

Without a clear call-to-action, your click-through rate will suffer. They play on our psychology whether we like it or not.

And sometimes it backfires. The trick is knowing when to use it correctly. Another key factor is your display URL. This is the green link displayed beneath the title. It can be anything you want it to be, but the domain has to match the domain of your landing page. Of course, cheap is always relative, but it sounds good enough to the searcher. Delivering within 2 days is definitely a bonus that most other brick stores might not offer let alone mention in their ads. But, when you start running a larger AdWords campaign with multiple keywords, dividing them into ad groups makes your ads management much simpler.

Initially, Google sets this to broad match. It means that users can type in your keywords anywhere in the query. Usually, phrase match is a good option, since it must contain your keyword as a fixed phrase, but can have other terms around it. You put a bit of code on the page users reach, after successfully buying from you, which will let.

Google AdWords know that there was a purchase every time that a user reaches the page after clicking on an ad. Just copy the code snippet and add it to the HTML code of your thank you page the one people see right after making a purchase. Phone calls also convert better, too. The first is setting up the AdWords call extension. This will add a phone number or call button to the ad itself.

So when someone calls, it will record new rings as conversions inside AdWords so you can see what campaign or even ad delivered each phone call. But not everyone will call the number on that ad. They might click through to the website and browse around a bit before calling. All you have to do is copy and paste a script on your website similar to the AdWords one above.

Now, a brand new phone number will be assigned to each visitor, following them from page to page. That way when someone does call, you instantly know what ad campaign sent them to you in the first place.

Google will first review your ad, before it starts showing it to people. But… there is one last thing to put on your radar before you get too comfortable counting all those new sales. Smaller accounts can wait every month or so. The goal is to check the health of your campaigns. The goal here is to move bad spend to good. Restricting any wasted piece of your budget and instead putting it behind the stuff you can already see is performing well.

So this time, raise your keyword bids bit by bit in order to slowly creep up into positions again, without overspending. Next step is to create more ads. In the meantime, feel free to drop or pause the underperformers. You can also experiment with new ad extensions during this time, too. What locations are under-performing? Pull budget away and put it behind those that are producing. Check back in a day. Then, create more ads and start building your first ad groups. Start tweaking.

Read the data. And, remember: Nothing matters without conversions. Once you start going deeper, be sure to check out the great videos we have on Google AdWords, over at Quicksprout University.

Google AdWords Made Simple: A Step-by-Step Guide

What do you want to use Google AdWords for? Let me know the headline of your first ad in the comments. Save my name, email, and website in this browser for the next time I comment. I agree to receive an email that'll allow me to claim my prize and a series of emails that will teach me how to get more traffic. Google AdWords Made Simple: A Step-by-Step Guide.

Google AdWords Glossary: 200 Terms + FREE PDF

Why not just sell more of their products? Google AdWords is usually the easiest way to do it. Which one do you think is the most likely to pan out? But, let me start at the beginning. Google Adwords tutorial overview Look: AdWords is the opposite.

And the best part? No results? No clicks, leads, or sales? Simple as that. Youtube Google AdWords is a marketplace where companies pay to have their website ranked at the top of a search results page, based on keywords. AdWords lets you cheat. Check it out: Set a fixed budget. Keep it simple. Do as little as the platform allows to begin.

Be patient. This is by far the most important. Have patience. It takes time. Can you promise me that? Raise your hand up high! Okay, good. Here are some basic terms that you need to know: And, rightfully so.

In order to make money with ads, you need to sell something. How much you have to pay. Back in the old days, you could bid on almost any keyword you wanted. Here goes.

Adwords pdf google

You might be asking yourself: That seems so expensive! First, you keep reading this guide. Step 0. AdWords Getting set up with your first campaign This is pretty straightforward. What the heck, Google? Step 1: Calculate an AdWords budget You can do this with fourth-grade math , really. In order to know how much you can comfortably spend, you just have to work backward.

Since the advertising on Google costs money, they get a cut as well. Out of each sale, how much would you be willing to give to them? Putting all of it together will give you your maximum CPC.

This is not true. You just need a few clicks to get started. Easy right?! Now you can improve this performance with bidding strategies. Three common modifiers include geographic locations, device, and dayparting. What does this data tell us? Step 2: If you were looking to buy bricks online, what would you enter into the Google search bar? Type in exactly that. Not such a great deal. How can you keep these coming?

Always start with branded searches. For example, you can also look at keyphrase based on: So You just need to find it and give it to them. Google Adwords has three primary match types: Picks up any word related to the one you chose.

Picks up the word when used as part of a phrase.

Google AdWords Made Simple: A Step-by-Step Guide

Picks up only when that exact word choice is used. These are the words people are using when they type into Google and your ad gets displayed. Step 3: And then you can reverse engineer it to outperform them.

Sneaky, right?! Then you just saw how to spy on the competition and use their own strategy against them. Not yet. Step 4: I need to make sure you understand that. You will pay people money to go to your website, in essence. Even worse, they also want me to enter a ton of information. Here are 4 main points to consider: Keep the design simple. Make the headline powerful and make it stand out. It better be good. Write clear copy.

Write as you speak. Be as clear as possible about what you have to offer. Use bullet points, pictures and other visual elements. These things are supposed to help the reader get a better grasp of your message, not become the sole reason for catching their eye. Simple design, clear headline, straightforward instructions. Check out how cluttered and confusing the information on this page is: Now compare that with this simplified one from Campaign Monitor: On the surface, the pricing page layout is relatively similar.

The next key difference is the copy. So instead, keep this simple framework in mind: AdWords can make you a ton of money. Fortunately, you can read this in-depth guide to avoid making those mistakes.

Sounds great, right? Easy enough. Only one problem… How are you supposed to get these pages up? Multiple keyphrases mean multiple landing pages. But not anymore with that tool. Which is usually just a simple drag-and-drop fix with one of those earlier landing page tools. Campaign A delivers 10 leads. Campaign B, only 5. What matters is how many of those people are eventually paying you.

That might only be 2 for Campaign A. And 3 for Campaign B. Step 5: The next step is to consider where are customers are. The first setup is by match type.

Remember those? Each of these methods will work. It just depends on what fits you best. Check out these three search queries: Which brings us to our next step. Step 6: Write your first ad So, what does it take to write a great Google ad? A few things. Be precise.