Example ad Headline: Description line 1: Description line 2: Display URL:

Max Length (most languages) Example Website Summer sale Save 15% www.example.com

Max Length (double-width* languages) 25 characters 35 characters 35 characters 35 characters

Cost-per-acquisition (CPA) bidding is a bidding method that lets you tell AdWords the amount you're willing to pay for a conversion

Sitelinks, 4 per search and up to 10 in settings. 35 character max

Special symbol none Example keyword women's hats Example searches buy ladies hats woman's hats

Match type Broad match

Ads may show on searches that include misspellings, synonyms, related searches, and other relevant variations contain the modified term (or close variations, but not synonyms), in any order are a phrase, and close variations of that phrase

Broad match modifier Phrase match

+keyword

+women's+hats

"keyword"

"women's hats"

buy women's hats women's hats

Exact match

[keyword]

[women's hats]

are an exact term and close variations of that exact term are searches without the term

Negative match -keyword

-baseball

baseball hats

Cost-per-acquisition (CPA) bidding is a bidding method that lets you tell AdWords the amount you're willing to pay for a conversion.

Ad Rank = Bid + Quality Score Quality Score = landing page + relentless, usefulness + likely hood of clicking on ad (CTR)

Account Email Password Language and number zone or currency Campaign Daily Budgets Display Network only Remarketing All features Moble apps Location Ad schedule Bid options (unless manual bidding for clicks) Ad group grouped by common theme Text ads Keywords Default bid Placements Bidding (if set to manual) Keyword planner is to search for keywords and ad groups Search terms report of campaign and details shows the actual term searched eCPM - effective cost per thousand impressions. eCPM is calculated by dividing total earnings by total
number of impressions in thousands. It is a great performance measure for your various ad units, so when experimenting, you can use eCPM to compare your results. The 'Red Rectangles' channel receives 187 page impressions and $0.97 in earnings over the same period. To make these figures more comparable we calculate eCPM -- i.e., the estimated earnings for every 1,000 impressions received. We find that eCPM for blue skyscrapers is $4.00 while the eCPM for red rectangles is $5.18.

You can not change time

Optimize for conversions - This option optimizes for conversions, so it takes both clickthrough rate (CTR) and conversion rate into consideration. If there isn't enough conversion data to determine

which ad will provide the most conversions, ads will rotate using "Optimize for clicks" data. Although this option may result in your ad group receiving fewer clicks than the previous option, it will likely receive more conversions, which can result in an improved return on investment (ROI).

Google Search Network contains: Google Search, Google Shopping, Google Maps, Google Images, and Google Groups and search partners sites like AOL AdWords allows you to add a list of up to 1000 location targets at a time

Video ads If you're focused on reaching viewers with video content using cost-per-view (CPV) bidding, we suggest you select TrueView video formats and use AdWords for video. With the CPV bidding model of TrueView, you only pay when a viewer chooses to watch your video, instead of every time your ad is shown

https://support.google.com/adwordspolicy/answer/2679940?rd=2

Image ads
Non-animated image ads File type .JPEG .JPG .PNG .GIF 150 KB or smaller Mobile leaderboard: 320 x 50 Banner: 468 x 60 Leaderboard: 728 x 90 Square: 250 x 250 Small square: 200 x 200 Large rectangle: 336 x 280 Inline rectangle: 300 x 250 Skyscraper: 120 x 600 Wide skyscraper: 160 x 600 Half-page: 300 x 600 Large leaderboard: 970x90

File size Image size

Animated image ads

File type File size Image size

.GIF 150 KB or smaller

Banner: 468 x 60 Leaderboard: 728 x 90 Square: 250 x 250 Small square: 200 x 200 Large rectangle: 336 x 280 Inline rectangle: 300 x 250 Skyscraper: 120 x 600 Wide skyscraper: 160 x 600 Half-page: 300 x 600 Large leaderboard: 970x90 See sample image sizes Animation length must be 30 seconds or shorter Animations can be looped, but the animations must stop after 30 seconds Animated GIF ads must be 5 fps or slower

Animation length and speed

Flash ads
File type File size Image size .SWF (Flash) 150 KB or smaller

Banner: 468 x 60 Leaderboard: 728 x 90 Square: 250 x 250 Small square: 200 x 200 Large rectangle: 336 x 280 Inline rectangle: 300 x 250 Skyscraper: 120 x 600 Wide skyscraper: 160 x 600 Half-page: 300 x 600 Large leaderboard: 970x90 See sample image sizes Animation length must be 30 seconds or shorter Animations can be looped, but the animations must stop after 30 seconds Flash ads must be 20 fps or slower Important AdWords currently supports only Adobe Flash Player versions 4 through 10.1. If your ad uses any other version (such as 10.2), it cannot be uploaded.

Animation length and speed

Flash version

Because the published SWF file can be loaded into a parent SWF file, do not use "_root" or "_level0", set "_lockroot=true", or contain Stage class references. Including these parameters can cause Flash ads not to work in some cases.

Google Contextually auto bulid a list of keywords Tips for creating successful text ads

Highlight what makes your business, product, or offer unique Include prices, promotions, and exclusives Tell your customers what they can do Include at least one of your keywords in your ad text Match your ad to your landing page Appeal to customers viewing your ad on a mobile device Experiment

ideas for negative keywords and placements exclusions Placement performance report

Effective video ads educate and entertain, and also inspire the viewer to act. If your campaign's goal is not just about branding, make sure you communicate to your customers what you'd like them to do, such as visit your store or site, call a phone number, or complete a purchase. Letting people know that they can learn more by clicking "play" usually increases play rates and video interaction rates.

Entice customers to click "play" using rich, sharp colors. Include a few words to describe your product, service, and/or business. Boost your play rate with a call-to-action that lets customers know they can play the video to learn more. Create multiple video ads with different opening image sizes to increase the number of placements where your ad can appear.

Ad text policy

https://support.google.com/adwordspolicy/answer/176098?hl=en

If you are targeting by geographic locations then Google AdWords checks the following conditions to determine whether your Ad will appear or not:

Location of Interest Google Domain used Internet Protocol (IP) address Google Profiles

Budget recommendations are based on keywords and determined by how many times your ad could've shown in total if you had a limitless budget. In other words, AdWords looks at how often your ad wasn't eligible to show based on your budget limitations. AdWords then compares this potential number of impressions to how often someone actually clicks your ads (your clickthrough rate, or CTR) and how much your clicks have actually cost (your actual cost per click, or CPC)

AdWords discounter -- a feature that monitors your competition and automatically reduces your actual cost-per-click so that you pay the lowest price possible for your ad's position on the page. After 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 of the next ranked ad

While one of the benefits of the Display Network is the variety of channels and options, certain placements and categories of websites might not be relevant for your ads. You can use the Display Network tab to exclude placements and categories so that your ads don't get shown out of context or to the wrong audience. Here are some reasons why you might want to exclude categories or placements:

Remove unwanted sites that are part of or may become part of the Display Network. Avoid placements or categories of sites that your customers don't visit. Filter types of sites that aren't appropriate for your customers or ads.

1) Standard Delivery (default option) distributes your budget throughout the day to avoid reaching your budget early on. This option is recommended if you want to reach your audience evenly throughout the day, rather than just in the morning. 2) Accelerated Delivery displays your ads more quickly until you run out of budget. So, if your campaign is limited by budget, your ad might stop running earlier in the day.
2) 1. Google AdwordsAccreditation Fundamentals Exam 3) 2. Course Breakdown FundamentalsExams1. Introduction to Adwords2. Account Set-up and Basics3. Ad Formats4. Targeting

and Placements5. Bidding and Budgets6. Ad Quality Topics11. Optimising Performance15. Selling Adwords 4) 3. Introduction to AdwordsModule 1 5) 4. 1.1 Overview of Adwords 6) 5. 1.1 Overview of Adwords 7) 6. Getting Started on Adwords 8) 7. Benefits of AdwordsRelevanceReturn on InvestmentReach 9) 8. Basic FeaturesKeywordPlacementImage AdCampaignAd groupImpressionClick 10) 9. Basic FeaturesClick-through RateCost per ClickMaximum Cost per ClickCost-per-thousand ClickQuality ScoreFirst page bid estimatesOptimization 11) 10. 1.2 Getting Started With AdwordsAccount types: My Client Centre (MCC) Adwords Client Accounts Client manager account 12) 11. 1.2 Getting Started With AdwordsAd Creation marketplaceGoogle Advertising Professionals Search 13) 12. Account Set Up and BasicsModule 2 14) 13. Search Vs Display network Google search Google search partner sites Mobile search Text ads on websites CPC Image ads on websites Video ads on websites Ads on mobile websites Managed placements CPM 15) 14. Account Structure Account Unique email address Password Billing information Campaign Campaign Daily budget Daily budget Geo-targeting Geo-targeting Syndication preference Syndication preference Start and end dates Start and end dates Ad Group Ad

Group Ad Group Ad GroupOne set of keywords One set of keywords One set of keywords One set of keywords One or more ads One or more ads One or more ads One or more ads 16) 15. 2.1 Account ManagementBasicsModule 2 17) 16. 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 being displayed are shown in the Campaigns tab, at the All Online Campaigns level. The alerts can be changed at the Notification settings page (under My Account) You can also set up SMS alerts 18) 17. 2.2 Campaign ManagementBasicsModule 2 19) 18. Key Concepts From the campaigns tab: Receive alerts Create a new campaign Change campaign settings See the list of campaigns View campaign status Enabled: Set to run normally Paused: Temporarily suspended and not currently running Deleted: Deleted and no longer running Pending: Not yet started running Ended: No longer running as end date has already passed 20) 19. Key Concepts Clicks: The clicks accrued for the ads in each campaign Impr. (impressions): The number of times that the campaigns ads have been displayed on Google or on sites in the Google Network CTR (click-through rate): The number of clicks divided by the number of impressions that the ads have received. This is expressed as a percentage: 2 clicks for 100 page views equals a 2% CTR. Avg. CPC (average cost per click): The average cost accrued for clicks on the ads within that campaign. Cost: The total costs that a campaign has accrued during the time frame that you selected. Avg. Pos. (average position): This refers to the average position on a search result page that an ad appears

in when its triggered by that keyword. Conv. (1-per-click) (conversion rate): The number of user clicks that turned into actual conversions for the advertiser. Conversion rate equals the number of conversions divided by the number of ad clicks. Cost/Conv. (1per-click): The total cost divided by the total number of conversions. This tells you how much each conversion costs. This applies only to users who have set up conversion tracking. Conv. rate (1-per-click): Number of conversions divided by total clicks. This tells you your conversion rate. This applies only to users who have set up conversion tracking. 21) 20. Key ConceptsFrom the campaigns tab: Account tree: Use this menu beside your account pages to switch between campaigns and ad groups. Performance summary graphs: Use these customised graphs to compare trends on every level of your account. Click the "Change Graph Options" link to see data points such as clicks, impressions and average position or to compare two of these metrics at once. Networks tab: This is where you manage your placements. Youll also see the summary statistics for both your Search and Display Networks. Campaign roll-ups: Rollup views let you see and edit all a campaigns keywords, placements or ads in one place, instead of finding and changing them ad group by ad group. Dynamic help content: Help sections display the FAQs that you most likely need for the page that youre viewing. Of course, you can also always click the "Help" link in the top corner of your account to see the full Adwords Help Centre. 22) 21. Key ConceptsActions you can take from the Campaigns tab: Campaign and ad group creation workflow: Create new campaigns and ad groups with the New+ button at the top of any table. Inline editing: Edit ads, keywords, placements and bids within the tables on the campaign and ad group tabs in your account. Just position your cursor over a row to reveal the editable fields. Copy/move: A click of this button lets you copy and move

keywords, placements and ad groups between campaigns without leaving the campaign management interface. 23) 22. 2.3 Ad Group ManagementBasicsModule 2 24) 23. Ad Group Management Ad groups can be separately named, sorted by results, paused, edited Groups can host different keywords, placements, ads, bids But location and bidding occur at a campaign level Ad groups tab shows you a summary of performance/issues in all groups 25) 24. Adwords Ad Formats & BestPracticesModule 3.1 + 3.2 26) 25. Do you understand how ads are placed? 27) 26. Text Ads 28) 27. Text Ads or Sponsored Links 29) 28. Text AdsNOTE: Double-Width characters (e.g Chinese or Korean) have half thecharacter limits. But punctuation is single width! 30) 29. Text Ad Guidelines Editorial and format: Character limit: Your intended headline, text and URL must fit within the required limits and not be cut off. Prices, discounts and free offers: If your ad includes a price, special discount or "free" offer, it must be clearly and accurately displayed on your website within 1-2 clicks of your ads landing page. Punctuation and symbols: Among other requirements, ads may only contain a maximum of one exclamation point. Content: These policies relate to the products and services that you advertise, and may apply to ads and the content of your site. For example, advertising is not permitted for the promotion of certain weapons or for aids to pass drug tests. Link: These policies relate to the Display and Destination URLs in your ad. For example, the Display URL must be accurate and links

to your website must allow users to enter and exit the landing page easily. 31) 30. Text Ad Guidelines Ads should: Be simple and enticing Include prices and promotions Strong call to action Include the keywords in the text 32) 31. Image Ads 33) 32. Image Ads Animated or static Never on the search network The power of the image Give each image a title Dont exceed 50 characters Include an image description Include the campaign or ad group name All image ads need to first be approved by Google before they start running The display ad builder allows for template designs 34) 33. Image Ad guidelines Gif, jpg or png or animated in flash Max size = 50kbSizes 250 x 250 Square 200 x 200 Small Square 468 x 60 Banner 728 x 90 Leaderboard 300 x 250 Inline Rectangle 336 x 280 Large Rectangle 120 x 600 Skyscraper 160 x 600 Wide Skyscraper 35) 34. Image Best Practice Call to action - such as "learn more", "buy now" or "visit us today" Prominently showing your Display URL which typically contains a companys name, is a major component of a text ad. You have more room in an image ad, so dont be afraid to use your brand or logo as well Include details like prices, delivery details and relevant special offers Ads lead to a relevant landing page Use appropriate capitalisation - the nice thing about display is that you can have all caps Promote a sense of urgency in your display ads if you have time-sensitive pricing or offers. Use phrases like "hurry!", "limited time" and "special offer" to capture a users attention and push them to take action Keep it simple Include product images Each frame should hold its own weight (has logo)

36) 35. Video Ads 37) 36. Video Ads Think entertainment audience One of the largest formats of media consumption Formats In stream text ads In stream graphical overlay Click-to-play ads CPM or CPC + always Display network You must use the display ad builder for your ads Managed placements or keyword targeted campaign Low impressions = increase bid 38) 37. Video Ad Best Practice Video audiences are not captive (unlike TV) Display your message as quickly as possible (ppl drop off quickly) Be clear about your message (there might not be a web visit) Sight must equal soundOpening image Money shot Rich sharp colours Include a few words to describe offering Tell users to click play to learn more Different placements have different opening image sizes Dont turn your banner image into your video opening image Dont cram text 39) 38. Video Ad Best Practice Wait 30 days before testing results In interaction is low = change videos and images Rather bid by impression, if using CPC use negative keywords Focus on interaction rates not click through rates as measure of success If one site is performing better, ad more sites like it 40) 39. Mobile Ads 41) 40. Mobile Ads Smaller to fit on smaller screens Mobile ads MUST lead to a mobile website They can include a Call functionality iPhones (and others) display normal ads, not mobile ads Create a separate campaign (rather) Mobile image ads work the same as the desktop versions except 12 or 18 character limits 42) 41. Mobile Ads Best Practice Link policy language wml (WAP 1.x) xhtml (WAP 2.0) chtml (imode, etc.) PDA-compliant htmlNo flash!

6:1 Aspect Ratio 300 x 50, less than 7.5 KB file size 216 x 36, less than 4.5 KB file size 168 x 28, less than 3 KB file size 4:1 Aspect Ratio 300 x 75, less than 7.5 KB file size 216 x 54, less than 4.5 KB file size 168 x 42, less than 3 KB file size Japanstandard size 192 x 53, less than 5 KB file size 43) 42. Mobile Ads Best Practice Start early Be aggressive Separate desktop and mobile ad campaigns Choose different keywords for mobile vs desktop Catchy ads win You can still use display in mobile! Apps work too Target per device 44) 43. Rich Media Ads 45) 44. Rich Media Ads Include videos, flash, animation, or a mix of text & images Gallery in the Display Ad Builder (must use) Managed placements (recommended at least 10) or keyword targeted CPC or CPM 46) 45. Rich Media Ads Best Practice Always respect copyright on the images you use All ad policies apply You may not use the ad to collect private informationStrategies for bidding Compete place ad with text ads and the one that performs the best will automatically be shown more often (remember you are then bidding the same rate) Own ad group In the ad auction text ads and display compete against each other 47) 46. Rich Media Ads Best Practice Customising your ad Colour Strong call to action Balance images and text in ad Include a visible URL Experiment! (copy, templates, colour, call to action) 48) 47. Rich Media Ads Best Practice Measurement Driving sales Compare cost to leads or conversions Narrow targeting to focus on customers Look at hover over rate Analytics to understand website behaviour Use conversion tracking

49) 48. Summary Ad Formats Format Network Cost Format Text Search or partner CPC 25,35,35,35 Image Only partner CPC or CPM Ad builder Video Only partner CPC or CPM Ad builder Mobile Only partner CPC or CPM 18,18,18, Call Rich Only partner CPC or CPM Ad builder 50) 49. Adwords Targeting andPlacementModule 4 51) 50. The Google Network Search Network Display Network Google + AOL etc. Gmail, YouTube, News24 etc. Google search does not equal Search Network By default ads are automatically placed on BOTH networks Keyword targeting: Keyword targeting: - Search phrases -Contextual targeting No placement Placement targeting Managed placements (specific sites) Quality score is calculated separately for the two networks, so even in one campaign the same ad may have different quality scores for search and display Text ads Text ads + images, video, rich etc. 52) 51. TargetingSearch Targeting Keyword-targeted ads on Google search + Search Network Target languages, location & keywordsDisplay Network Targeting An entire website, or subsection or even a specific ad unit on a page Contextual targetingDevice Platform Targeting 1. Desktops and laptops or 2. iPhones or other HTML providers Applied at campaign level Can target the Google network Stats with device breakdown No impact on mobile campaigns 53) 52. Keywords & KeywordTargeting 54) 53. Match TypesType Characteristics Keyword Matching searchesBroad Default PR Agency PR Agencies Largest reach Advertising PR agency Includes plurals and PR JHB agency synonymsPhrase match Keywords in exact PR Agency JHB PR Agency sequence FH PR Agencies PR Corporate agency[Exact] Matches exactly consumer [PR Agency] PR Agency search phrase

PR Agencies JHB PR Agencies-Negative Prevent your ad from PR Agency Cape Town PR Agency appearing when another JHB PR Agency word appears in a search Cape Town PR agencies{Embedded] Removes an embedded -[Philips] Lighting Philips lights exact search phrase Philips lighting Philips 55) 54. Keyword Lists Group Set the right Build keyword keywords by match for Refine list Test & refine list theme each keyword Using the Google Keyword tool 56) 55. Monitoring Keywords Quality Score (disabled by default) Keyword analysis toolRemember to adjust poor performing keywords and change the match rules Keywords must match what your advertising 57) 56. Keywords best Practice Group keywords Broader match give scale but could blow budget Narrow match gives fewer targeted clicks and can save $ Negative keywords rock Dont forget about campaign level settings/adjustments Keep keyword list tight 20-30 Two or three word phrases work best Keep testing keywords and refining. 58) 57. Adwords Location Targeting 59) 58. Language & Location Language Target up to 40 languages Location Any combination Target the language spoken by the audience that youre trying to reach. This should also be the language in which your ad is written. Target countries or territories if you want to reach a wide audience across one or more countries. Target regions and cities if your business serves specific geographic areas or if you want different advertising messages in different regions. Target customised areas to reach specific geographic areas which may not be available in region and city targeting. You can combine these targeting options any way you like within the same campaign.

60) 59. How this stuff worksLanguage = Google interface languageLocation = Google Domain (e.g www.google.fr = france) Search term (e.g. Johannesburg PR agency = JHB) IP address 61) 60. Location Regional or City Targeting Proximity or radius targeting 62) 61. Location Challenges IP address shows wrong location A user outside the target area searches for something specific in it (they will still see your ad, automatically) You target country level, Google then uses their domain, but the user is actually in a different location (e.g. Chris using google.co.za in Amsterdam) 63) 62. Best practice Before setting location, check Google Insights for search, optimise for country traffic Check on campaign performance where traffic actually comes from and optimise Different regions can have different landing pages Add location extensions to your ads 64) 63. Placement Targeting(Display Network) 65) 64. Google Display Network Recap Display network reaches 70% of all internet users in 20 languages in 100 countries Automatic placements: If you have keywords in your ad group and are targeting the Display Network, using contextual targeting Managed placements: If you choose to manage placements separately for increased control, youll use managed placements. Excluded placements: You can also choose certain placements on which you dont want to run ads. 66) 65. Contextual Targeting Individual Placement targeting Managed placements Placements Allow for placement targeting orYour keywords are used to match page No keywords required, you choose the restrictionslevel content sites. Ads appear regardless of content Separate bid managementRemember this is set by default

Can be the entire site, section or ad First Google uses keyword contextual unit targeting, then managed placementBidding (in order) Must be part of the network rules Individual placement bids Placement tool will help tell you where Managed placements bid to place 3 ways to select placements: Display Network bid (or your You still compete in the bid for that Manually campaign if you leave it blank) space Automatic Can exclude up to 5 000 sites Placement tool Bidding (in order): Individual bid. Ad group managed placement bid. Ad group Display Network bid Ad group default bid 67) 66. Monitoring Performance Run a URL report and check: Implement Googles conversion tracking so that you can understand how individual sites are converting for you. Dont focus on lower overall click-through rates (CTR). Remember: A low CTR on a given site does not necessarily mean that your ads perform poorly. Users behave differently on Display Network pages than they do on search sites. For more telling information, rely on your conversion data. When you find placements where ads from one ad group convert well, consider adding them as managed placements on the Networks tab in your ad group. Try raising your bid so that your ads will have a better chance of appearing whenever your keywords put your ad on that placement. Or try doing the opposite with poorer-performing placements: lower your bid to seek a better ROI on those specific placements. Respond only to statistically significant data. It may take several weeks before you can see how your ad is doing on a specific site. We recommend waiting until you have enough click and impression data before making decisions. Use the report to identify and exclude sites that are not converting for your campaign. 68) 67. Other targeting options Videos can be targeted, using the placement tool Ability to target game sites Ability to target RSS feeds Ability to target mobile sites

69) 68. Best Practice Using the right keywords Select placements that match your ad Try using rich media Use placement diagnosis to uncover problems 70) 69. BiddingModule 5 71) 70. Types of bidsCost per Click Cost-per thousand impressions Conversion OptimiserOnly pay when someone clicks Great for branding and visibility Set a cost per conversion per campaignAutomatic bidding You set a daily Set on group or placement level Using the conversion optimiser, Googlebudget, Adwords gives you the most attempts to give you a lower cost perclicks a day for that budget. You can When CPC and CPM compete against conversion, lowers your bidalso still set a max CPC each other eCPM is used (or effective automatically for less likely clicks. CPM). I.e. working out a CPC into aManual bidding Set individual bids at CPM prising model Campaign must receive at least 15group, keyword or placement level conversions in the last 30 days and maintain a similar conversion rate You can still set a max CPA 72) 71. Important concepts When setting up an account consider the value of a click and your daily budget Adsheduling - Adjust bids by time of day (using the bid multiplier, 10% to 1000% of the original CPC. Note this affects all ads in the campaign Demographic bidding ( Bid + %) Increase your bid when the right demographic is being targetedBest practice: Choose the bidding strategy that fits your goals Consider automatic bidding for new advertisers Use bid simulator to see possible advertising results with different bids and keywords Review where the best bids come from and shift focus 73) 72. BudgetsDaily budget = amount your willing to spend per campaign on averageUp to 20% over budget on a given day, but

never over 100% of the budget over the lifespan of a campaignStandard delivery Accelerated deliveryImpressions are spread out through the day Display your ad as quickly as possible to your budgetGoogles recommended budget is calculated as follows: Determining your total potential impressions Comparing potential impressions with your recent performance and costs Combining daily estimates Tempering recommended amounts to allow for testing 74) 73. Best Practice Keep your total account spend in mind when specifying your campaign Remember your bidding amount when setting your budget You may change your budget a max of 10 times a day 75) 74. Ad Site QualityModule 6.2 76) 75. What is ad quality? Google strives for relevance, in searches and ads (this makes the quality score so important) Quality Score is based on your keywords click-through rate (CTR); the relevance of your ad text, keyword and landing page; and several other factors. This is calculated for EVERY relevant search Landing page quality is influenced by the usefulness and relevance of information provided on the page, ease of navigation, load time, how many links are on the page and more Quality score is used in: influencing your keywords cost per clicks (CPCs) determining whether a keyword is eligible to enter the ad auction that occurs when a user enters a search query affecting how high your ad will be ranked estimating the first page bids that you see in your account 77) 76. How quality score is calculated Google Search Network Display Network CTR Contextually targeted Account History CPC: Ad group CTR The historical CTR of the ad on this and similar sites Relevance of keywords to ad The relevance of the

ads and Account performance in region keywords in the ad group to the site where ad would be shown The quality of your landing page More CPM: The quality of your landing page Placement targeted 78) 77. Landing Page Quality Influenced by: Usefulness Relevance Ease of navigation Load time How many links and more Each keyword receive a landing page relevance score 79) 78. Improving Landing Page QualityRelevance Transparency NavigationHow relevant is it to the user query Define what your business does Easy flow pathsOriginality, feature unique content Honour deals Avoid pop-ups etcDont link or redirect traffic No changing usual web behaviour Loads quicklyContent of substance No software installs Policy in handling user data 80) 79. Sites with low scores Data collection sites Sites designed to show ads Malware sites eBook sites Get rich quick Comparison shopping sites Travel aggragators 81) 80. Monitoring quality scores This can fluctuate Keyword analysis: Eligible Disapproved Paused/Deleted Low search volume Below first page bid Low Quality Score You need to enable the quality score tab to view the analysis 82) 81. Performance Monitoring &Conversion TrackingModule 11 83) 82. Performance Monitoring Track performance and conversions = identifying which clicks are more valuable and optimising budget. This requires understanding what users are doing on your site 84) 83. Selling and RepresentingAdWordsModule 15 85) 84. 15.1 Adwords ValueProposition 86) 85. Ads distributed Builds awareness to those directly Display network interested in reach your product Brand MarketingDirect

Marketing Generate leads Every stage of purchasing ROI focus decision CPC Message testing AdWords Discounter Smart Pricing 87) 86. Adwords Proposition Targeting Search query, Language & Location Networks devices, placement targeting & exclusion tools Pricing options CPC AdWords Discounter Smart Pricing Reporting Changes allow 24/7 Account Snapshot | Keyword Report Campaign Statistics | Ad Report Conversion Tracking | Placement Report Google Analytics | Search Term Report | Hourly Report Saves time buying ads & measuring success 88) 87. 15.2 Selling Adwords 89) 88. Steps in securing an Adwords client Start with a clients need assessment You can perform a needs analysis to determine a clients current online marketing involvement, learn about their company/organisation landscape, know who the decision makers are and uncover company weak points. Points to consider: Review their website: Have a basic understanding of the advertisers business. What is their flagship product or service? Do some research: Are there articles about the business online? Are they already doing online marketing? Are they in the organic search results? How competitive is the ad space? Learn to speak their language: What vertical are they in? What is their sales cycle? Are there unfamiliar terms? Is there seasonality? What challenges might they face? Begin to plan: How might you build an AdWords account for this advertiser? What products or services would you include in an initial marketing strategy? What products or services might you recommend for expansion? 90) 89. Steps in securing an Adwords client Aligning client needs with Goals and Opportunities Typical problems: Limited time: Unable to effectively pursue new marketing strategies Lack of experience: Mistakes in online marketing campaigns Resource

constraints: Cutting corners Not targeting audience effectively: Failure to generate revenue Inability to measure success: Suboptimal use of marketing budget Limited marketing strategy: Missing out on customer segments Limited budget: Limited investment in future 91) 90. Steps in securing an Adwords client Typical scenarios Are you concerned that youre spending too much/not spending enough on marketing? (feature revealed: control over budget) Are you worried that your current media plan isnt as efficient as it could be? (features revealed: flexibility and local targeting) Are you concerned you may not know how to best target your advertising to your audience? (features revealed: reporting and targeting) Are you satisfied with the level of traffic, conversions etc., that youre seeing? (features revealed: marketing reach and reporting) 92) 91. Invalid clicks Manual clicks to increase your costs OR automated toolsGoogle has three powerful tools for protecting clicks on AdWords ads: Detection and filtering techniques: Each click on an AdWords ad is examined by our system. Google looks at numerous data points for each click, including the IP address, the time of the click, any duplicate clicks and various other click patterns. Our system then analyses these factors to try to isolate and filter out potentially invalid clicks. Advanced monitoring techniques: Google uses a number of unique and innovative techniques for managing invalid click activity. We cant disclose details about the software, except to say that were 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 specialised tools and techniques to examine individual instances of invalid clicks. When our system detects potentially invalid clicks, a member of this team examines the affected account to glean important data about the source of the potentially invalid clicks.

93) 92. Explaining the Search and Display Networks The Google Network lets advertisers reach users across the Internet - from small newsletters to large search engines. Since search results pages make up a very small fraction of all pages viewed online, the Google Network provides a cost-effective way to reach users on the greater portion of 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 HowStuffWorks. 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, above or below the search results and are specific to that particular search query. If the advertisers keyword matches the users search term, the advertisers ad could appear. The Display Network has the advantage of reaching potential customers at different points of the buying cycle. Not every potential customer is focused on conducting a search. Not every visitor is ready to buy at a given moment. The advertisers challenge is to capture their attention at the right time. For example, a user might begin a search for digital cameras with just an interest in reading reviews. However, while reading a review, that user might take note of online retailers ads or click 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 formats. Image and video ads can be especially important in branding and marketing efforts. Google charges no additional fee to serve these ads. Thats just another benefit of partnering with Google AdWords. Heres one more benefit: If our data shows that a click from a Google Network page is less likely to turn into actionable business results - such as online sales, registrations, phone calls or newsletter sign-ups - we may automatically reduce the bid for that site. With no extra effort

from you, Google technology helps you realise consistent value across Google and the Google Network. 94) 93. 15.3 Maintaining ClientRelationships 95) 94. Best Practice Keep your client updated on progress often Offer multiple metrics for success Dont share your login credentials 96) 95. Product Why hire a 3rd party professional Lets take a look at some pros and cons of each: Guaranteed Clicks Pros Potentially easier to sell for an untrained sales force Simple value proposition for unsophisticated advertisers Cons Requires more click-fulfilment strategy because AdWords platform is not built to support Guaranteed Clicks Can create confusion by placing higher value on clicks rather than leads, phone calls, sales Does not take into consideration click differences across verticals Does not work well for very high-cost or low-cost advertiser packages Budget-based Pros Facilitates operations because of Adwords platform compatibility with a budget-based product Focuses advertisers attention on value delivered rather than click targets leading to better performing accounts Provides flexibility to allocate different CPCs based on vertical cost variations Provides more flexibility to your Account Management Team Cons Challenging to sell to unsophisticated advertisers Challenging to set advertiser expectations 97) 96. Contracts Short Term: Better suited for risk averse advertisers because of increased flexibility Usually provides more signups, but higher churn rates in the long run Offer shortterm contracts with auto-renew functions Long Term Better suited for advertisers with online experience Usually provides

fewer initial signups, but lower churn rates in the long-run Offer long-term contracts with short-term cancellation policy 98) 97. Metrics to share with clients Clicks Impressions Average CPC Ad Rank Cost Spent on Google AdWordsFrequency Send customers reports when they request them Send a weekly/monthly report via the AdWords interface Provide Report Access into the AdWords account Provide your own UI or technology for advertisers to view their reports 99) 98. Optimization Hiring an exper Pros: Reduced need to hire internal operations staff Can support unexpected spikes in volume or results that exceed projections Already existing search engine marketing expertise Fast cycle to launch Scale is inherent Cons: Less expertise gained than if running in-house Less control over operational decisions Less control over search networks used New Google products not accessible until built into the AdWords API May accrue additional costsAt a high level for in-house: Pros: Building in-house expertise for your business Complete control over operational functions Complete control over search networks used Able to experiment with new Google products not offered by SEM Cons: Additional headcount needed to run operations Sales may need to be throttled back if hiring is too slow Need to acquire search engine marketing implementation expertise Slower to launch Scale needs to be planned for - beyond hiring more people 100) 99. Prising Model Some considerations: Ensure your

pricing model fits in with your other product offerings (if you offer other products) Create price points that can be easily explained by your sales force Commonly observed pricing models contain upfront monthly service fees or percent-based markups (1030%)Examples: 10% mark-up + 50 monthly service fee + 100 monthly budget 30% mark-up + 50 monthly budget 100 one-

time set up fee + 50 monthly service fee + 100 monthly budget Deliver 100 clicks for 200 If you decide to bundle your products, here are some considerations: Offer different packages for savvy vs. less savvy customers Allow your sales force to offer customised price packages for higher spend customers 101) 100. At FH 16.5% commission Plus time to set up,

manage and report If we dont like them a 10% handling fee as well 102) 101. Good Luck for the Exams!

eCPM = CPC * CPM CPC = 4 *1 (smaller more adds) CPM = 4.01 (if it is going to win)