search advertising advanced exam

8/13/2019 Search Advertising Advanced Exam

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Search Advertising Advanced Exam

1. Introduction to AdWords


2. AdWords Account and Campaign Basics


3. AdWords Ad Formats

3.2 Ad Formats Guideines ! Best "ractices

#ext Ad Guideines ! Best "ractices

#ext Ad Guideines and "oicies

AdWords text ads are subject to AdWords advertising policies and may be disapproved ifthey aren't in compliance with these guidelines. Disapproved ads may not run on oogle orthe oogle advertising network.

AdWords text ad policies fall into the three categories! editorial and format" content" and link.All guidelines are intended to help advertisers create effective ads to meet their advertisinggoals.

#ou'll find selected AdWords text ad policies listed below. $lease also review the completetext ad policies in theAdWords %elp &enter.

Editoria and $ormat%hese policies typically apply to the ad text (the first three

lines of your ad). *or example!o &haracter limit! #our intended headline" text" and +,- must fit within the

reuired limits and not be cut off.o $rices" discounts" and free offers! /f your ad includes a price" special discount"

or 0free0 offer" it must be clearly and accurately displayed on your websitewithin 123 clicks of your ad's landing page.

o $unctuation and symbols! Among other reuirements" ads may only contain a

maximum of one exclamation point. Content%hese policies relate to the products and services you advertise" and may

apply to ads and the content of your site. *or example" advertising is not permitted forthe promotion of certain weapons" or for aids to pass drug tests.

&in'%hese policies relate to the display and destination +,-s in your ad. *or

example" the display +,- must be accurate" and links to your website must allow

users to enter and exit the landing page easily.
http://support.google.com/adwords/certification/bin/static.py?hl=en&printable=1&page=examstudy.cs&format=inproduct#contenthttp://adwords.google.com/support/aw/bin/static.py?hl=en&page=guidelines.cshttp://adwords.google.com/support/aw/bin/static.py?hl=en&page=guidelines.cshttp://support.google.com/adwords/certification/bin/static.py?hl=en&printable=1&page=examstudy.cs&format=inproduct#contenthttp://adwords.google.com/support/aw/bin/static.py?hl=en&page=guidelines.cs


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Writing #argeted Ad #ext

4elow are some specific tips to help you create compelling ad text.

Create simpe( enticing ads.What makes your product or service stand out from your competitors5 %ighlight thesekey differentiating points in your ad. 4e sure to describe any uniue features or

promotions you offer. Incude prices and promotions.

he more information about your product that a user can gain from your ad text" thebetter. *or example" if a user sees the price of a product and still clicks the ad" youknow they're interested in a potential purchase at that price. /f they don't like the price"they won't click your ad" and you save yourself the cost of that click.

)se a strong ca*to*action.

#our ad should convey a call2to2action along with the benefits of your product or

service. A call2to2action encourages users to click on your ad and ensures theyunderstand exactly what you expect them to do when they reach your landing page.Some call2to2action phrases are Bu+( "urchase( Ca toda+( ,rder( Bro-se( Sign up"and Get a uote6 while 0find0 and 0search0 may be accurate verbs" they imply that theuser is still in the research mode" and may not encourage the user to perform the actionyou'd most like them to take.

Incude one o$ +our 'e+-ords in +our ad text.

*ind the best performing keyword in your ad group and include it in your ad text"especially in the title. Whenever a user types that keyword and sees your ad" thekeyword phrase will appear in bold font within your ad on oogle. his helps drawthe user's attention to your ad and shows users that your ad relates to their search.

#r+ it /o-% Writing E$$ective Ad #ext

&ompelling ad text encourages users to click on your ad.

*ollow the instructions below to improve the following ad text.

reen-ux Workstations7conomical 8ffice &omputer*urniture for 434 Applications.

www.greenluxworks.com1. ,ewrite the ad text to include a strong call to action.3. /nclude the keyword 0office furniture0 in the text.9. /nclude a purchase price range in the ad text.:. &ompare the new ad text with the original.

;uestions to consider!

1. %ow might a strong call to action impact ad performance53. Why might an advertiser include a keyword in the ad title59. &an including a purchase price in the ad text reduce unwanted clicks5


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Image Ad Guideines ! Best "ractices

Image Ad Guideines ! "oicies

Static image ads can be formatted in .gif" .jpg and .png. Animated image ads can be formattedin .gif or *lash. he file si ?4.

/mage ads can be in the following si x 3=> Suare

3>> x 3>> Small Suare

:@ x @> 4anner

B3 x C> -eaderboard

9>> x 3=> /nline ,ectangle

99@ x 3> -arge ,ectangle

13> x @>> Skyscraper

1@> x @>> Wide Skyscraper

/mage ads should clearly and accurately reflect your site and emphasi


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help users connect with an advertisement.

Align all of your advertising messaging" which will help build a more cohesive brand.

/f you have effective advertising offline" chances are it will be effective online. akeyour online image ads consistent with your television and print ads.

/nteractivity can be effective" but keep it simple and don't make people work for your

message. et your message across and then let users interact.

$eople have short attention spans2that means if you don't entertain them or grab their

attention right away (within three secondsE)" they'll move on and your message will belost.

/f you have a multi2ad campaign" or if your ad contains several frames" make sure that

each ad stands on its own merit. 8ne way to achieve this is to include your brand orlogo in every frame.

/f you're creating image ads using our free Display Ad 4uilder tool" take a look at

thesebest practices.

0ideo Ad Guideines ! Best "ractices

0ideo Ad Guideines ! Best "ractices

4efore you build your campaign" it's important to be aware of the advertising policies andreuirements for the video ad format you've chosen. #ou'll need to build your campaign andvideo ads so that they are in compliance with these guidelines.

Fext" to build a successful video ad campaign" it's important to be certain whether your goal isto build a branding campaign" or a direct response campaign. #ou can then follow best

practices according to your goals and align your campaign settings and video ad content

accordingly.

0ideo Ad "oicies

AdWords video ads are subject to AdWords advertising policies" and these policies may differslightly depending on the video ad format. Hideo ads will be disapproved if they are not incompliance with these guidelines. Disapproved ads may not run on oogle or the oogleadvertising network.

,eview the advertising policies for video ads in the AdWords %elp &enter.

0ideo Ad Creation Best "ractices
https://adwords.google.com/support/bin/answer.py?answer=134825https://adwords.google.com/support/bin/answer.py?answer=134825https://adwords.google.com/support/aw/bin/static.py?page=guidelines.cs&topic=22343


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0ideo Content

he video you create for your ad should be direct and engaging. #ou don't have a captiveaudience" so it's important to maintain user attention throughout the duration of the video.

?eeping the tips below in mind will help.

Deliver your key messages early in the video" because users may not watch the full

length. $lay rates drop off significantly after := seconds" and some publishers maychoose to only show videos that are 1= seconds long or less.

4e clear about what your business offers and your message" since the video may be

your sole communication with a site's users. $rovide clear next steps for users to take after finishing the video" such as making a

purchase or visiting your website or store. Hideo content should be entertaining" informational" and relevant to what your

business offers. #ou only have a captive audience if they choose to continue watching

your ad" and viewers can drop off at any time. +sers are more likely to view most ofthe content if the video has an entertaining storyline and if they are able to learn aboutyour product's features through the video.

Hideo ads allow you to use both sight and sound to communicate with your

consumers" so make sure that the voices and sound tracks you use complement youroverall message. /f you're using a soundtrack" the music should not drown out anyvoices.

,pening Image Cic'*to*pa+ on+%

#our image should be descriptive and eye2catching. We suggest using the techniues belowto create an effective opening image!

7ntice users to click play using rich" sharp colors.

/nclude a few words to describe your product" service" andGor company.

4oost your play rate with a call2to2action that lets users know they can play the video

to learn more. &reate multiple video ads with different opening image si days after beginning a video


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campaign to measure its success. he return on investment (,8/) that a video campaignbrings to your business sometimes may not be apparent immediately.

After your video ads have had a chance to run for a while" review their performance and

consider optimi


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#r+ it /o-% Find ,ptions $or 0ideo Ad #+pes

Hideo ads may appear in" with" or around video content" depending on the ad format. %ow thevideo ad will appear to users" and how they will interact with the ad" depends on the video

format. *ollow the instructions below to view the different video ad types.

1. Sign in to an account in the AdWords system.3. Favigate to a &ampaign and click the Adstab.9. *rom the /e- addrop2down menu" choose ispa+ ad 4uider.:. +nder &ategory" choose 0ideo.=. Sort by %ighest click2through.@. Hiew the different video ad types available.


1. What are the two pricing options for video ads53. %ow do video ads help expand brand reach59. What geographic targeting options are available for video ads5

5o4ie Ad Guideines ! Best "ractices

/n general" the policies for desktop2based ads apply to WA$ mobile ads. %owever" mobile adshave a uniue in' poic+and si6e guideines.

&in' poic+

o ensure that we're able to display your mobile ad and site to users" your destination sitemust be written in a supported mobile markup language. We currently support the followingmarkup languages!wml (WA$ 1.x)xhtml (WA$ 3.>)chtml (imode" etc.)$DA2compliant html

Si6e Guideines

WA$ mobile text ads contain two lines of text" with a limit of 13 or 1 characters per line"depending on the language in which you write your ad. #our destination +,- appears on athird line if you choose to enter one. /f you select the option that allows customers to connectdirectly to your business phone" a Calink will appear at the end of your ad.

WA$ mobile image ads can be formatted in .gif" .jpg and .png. Animated mobile image adscan be formatted in .gif6 *lash is not supported at this time.

WA$ mobile image ads can be in the following si> x =>" less than B.=k file si


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users" or use standard mobile ads to target particular mobile carriers.

9. 5easure and Experiment

5easure )p. 7nable conversion tracking to measure results on your mobile website" or use avanity phone number to track responses to your click2to2call WA$ ad.

"ractice 5a'es "er$ect.Fow's the time to experiment with mobile ads. ry out the strategiesmentioned above and see what works for you. #ou'll be able to look at your results and adaptyour strategy to work for your goals.

8ich 5edia ispa+ Ad Guideines ! Best "ractices

8ich 5edia ispa+ Ad Guideines ! "oicies

Display ads contain a mix of content types such as text" *lash" video" or images. Sinceadvertising policies for each of these content types can differ" a single ad can be subject tomultiple advertising policies and guidelines. $lease review the following guidelines to ensureyour ads meet all guidelines. We reserve the right to modify or amend our policies andformatting reuirements at any time.

Ad Content 8estrictions and 8euirements

Display ads are subject to the following content restrictions and reuirements!

Cop+right%#ou must have full legal rights or an authori


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1% Set e$$ective 4ids and 4udgets

his step is important to help you maximi


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ad" like the background and font color. *irst" try to align the color scheme of thetemplate with the content of your image. 4e careful of your color choices6 extremely

bright colors can be unpleasant or difficult to read. +sing the same color for theforeground and background of your ad will also make it difficult to identify items

within the image clearly.

Wor' -ith the pu4isher coor schemes! /f you're placement targeting certain sites"consider tailoring the color scheme to match the publishers' pages. /f your ad looksunattractive or out of place on a page" users will be less likely to click. /t's moreimportant to match the sites that you're targeting" than to match your landing page.

Cas to Action

For animations( ma'e sure the $ina $rame contains a the 'e+ messaging and ca

to action! Some ads have animated 0teaser0 text which may enter and exit. +sers may

miss this text" and if what they end up seeing doesn't clearly communicate youroffering and what they should do" they'll be less likely to click.

Be expicit a4out +our ca to action( in a 4utton or ese-here! his is especiallyimportant in image2based ads" because users may not know what part of the ad isclickable or" in some cases" that your ad is an ad. hey also want to know what theycan do if they click on your ad! 0-earn more50 or 04uy now50 -et them know.

Images

+se transparent $F format images whenever possible. his can greatly improve the

aesthetics and uniue look of your ad. /f you don't have a transparent .$F image" make sureyour ad color scheme matches the background of your images. /f your image has a white

background for example" consider setting your ad background to white.

Baance +our ad content

ake sure your ad text and images are balanced within the body of the display ad and withinthe overall ad si


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Change coor schemes

8ur own experiments have found that changes to the background and font colors of displayads can dramatically increase click2through rates" which can lead to more impressions and

more conversions. Set up your ad" then choose that same template again" change colors" saveit in the same ad group" and then let the variations compete against each other. #ou can then

pause the ads that are doing the worst" leaving the best color combinations to lead yourcampaign.

#r+ ne- tempates

$erformance can vary widely by template. &onsider trying out templates with images" with noimages" with various types of animations" with no animations. inor differences in layout andanimations can have large impacts on click2through rates" depending on your product orservice.

he differences between 04uy it now0 and 0-earn more0 for example" can significantlyimpact the user's propensity to click. &onsider trying out several variations. And the calls toaction that you're used to for text ads may need to be altered for display ads.

5easuring the Impact o$ 8ich 5edia ispa+ Ads

As with any other ad group or ad variation" it's important to measure the impact of yourdisplay ads. 4elow are some suggestions for how to do this" depending on your goals!

riving irect Saes% Getting more cic's

Compare costs to eads or conversions% /dentify whether you're getting a highenough conversion volume to offset your campaign costs. Although some of yourdisplay ads could potentially cost you more for some clicks than standard text ads"regularly check to be sure that you're still under your cost per conversion goals.

#arget +our audience more e$$ective+%/dentify whether you're experiencing a

higher cost for your ad clicks than is necessary. /f you're generating high campaigncosts overall" you may be targeting customers beyond your ideal audience or user.Work on narrowing down your targeting so you spend less money on clicks that areunlikely to convert.

"romoting =our Brand% 5easure interactivit+

&oo' at mouseover and interaction rates%All Display Ad 4uilder templates provide

reporting on mouseover rate" the percentage of impressions in which a user mousedover the ad for more than one second. his is a good indication of user interest in your

product and brand" before they click. emplates in the rich media and video categoriesalso provide interaction rate" which tells you the percentage of impressions for which auser interacted with the ad" such as by playing a video or scrolling between images.

#rac' +our -e4site tra$$ic trends! +se oogle Analytics to monitor your website

performance and measure the impact of your display ads on your site traffic. -earnmore about oogle Analytics

)se conversion trac'ing! #ou can use conversion tracking to learn whether your


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display ads are driving the kind of web user behavior you want to see 22 such assignups or purchases. #ou can also look at overall trends. *or example" if your costsare high with certain display ads" but the overall impact of those ads decreases youroverall campaign costs across the board" this would still be an effective" successful ad.8r" you may experience higher conversion cost ratios in some cases but if you're still

under your goal" this would still be an effective ad. #ou can also use conversiontracking to determine whether you're generating clicks and cost from users who aren'tlikely to take the actions you care about on your site. /f this is the case" you can alteryour campaign to better target your ideal customers.


9. AdWords #argeting and "acements

9.2 ;e+-ords and ;e+-ord #argetingIntroduction to ;e+-ord #argeting

A4out ;e+-ord 5atch #+pes

AdWords is based on matching relevant ads to a user's web search or browsing experience.?eywords are critical to helping both a user find the information they're looking for" andhelping 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 for search so

they reach people precisely when they're looking for what you have to offer. o do that" you'llneed to pick one of the following match types for each keyword!

Broad matchis the default setting for all keywords. All searches made using your

keyword (in any order or combination) might display your ad. Searches for similar orrelated ueries might also trigger your ad.

"hrase matchnarrows your reach by reuiring the words to appear in that exact

order. Exact matchfurther narrows your reach by showing your ad when the exact phrase is

used in the search I without any other words before" between" or after. /egative matcheliminates searched phrases you don't want your ad to appear for"

such as cheaporfree. Em4edded matchallows you to prevent your ad from appearing in relation to certain

phrase or exact matches.

A4out Broad 5atch ;e+-ord #argeting

4road match is the default setting for your keywords. herefore" when you submit a newkeyword to your ad group without uotes or brackets" it appears as a broad2matched term.

4road2matched keywords reach a wide audience and trigger your ad to appear whenever that

keyword or similar term appears in a user's uery. his means that your ad appears even if!
http://adwords.google.com/support/aw/bin/topic.py?topic=16002http://adwords.google.com/support/aw/bin/topic.py?topic=16002http://adwords.google.com/support/aw/bin/topic.py?topic=16002http://adwords.google.com/support/aw/bin/topic.py?topic=16002


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8ther words are included in the uery.

erms in the uery are not written in the same seuence as your keyword.

he uery is similar to your keyword. his includes plurals and synonyms.

Example! *or the broad2matched keyword used book" your ad could appear when users enter

the following ueries!

+sed book dealerSecondhand book+sed books+sed book for sale+sed literature

A4out "hrase 5atch ;e+-ord #argeting

A phrase2matched keyword triggers your ad to appear for any uery that includes yourkeyword or phrase in the exact seuence and form that you specify. (Additional terms in auser's uery can precede or follow the phrase.) $hrase matching narrows your reach byrestricting your ad from showing on irrelevant variations of your keyword.

o enable phrase matching for a particular keyword" enclose it with uotation marks.

Example:*or the phrase2matched keyword "used book"" your ad will be matched per thefollowing!

Ad will appear for the uery!used book dealer

buy used bookrare and used book

Ad won't appear for the uery!used paperback book

book of used matches

A4out Exact 5atch ;e+-ord #argeting

7xact match is the most precise method for targeting your keywords. +se exact match whenyou want your ad to appear only on a uery that precisely matches the keyword you havechosen. Without any additional words or letters before" between" or after the keyword.

o enable exact matching for a keyword" enclose it in suare brackets.

Example! *or the exact2matched keyword [used book]" your ad would be matched per thefollowing!

Ad will appear for the uery!used book

Ad won't appear for the uery!used book sellerused books

Adding only exact match keywords can severely restrict you from relevant traffic.

A4out /egative 5atch ;e+-ord #argeting

Fegative2matched keywords prevent your ad from appearing when a search includes akeyword that isn't relevant to your ad. #our ad won't appear when a negative keyword you've


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specified is included in a user's search uery.

o specify a negative keyword" add a minus sign (2) before the keyword or phrase you want toexclude. Fegative matches may not restrict your other keywords as much as phrase or exact

matches might.

Example! *or the broad2matched keyword used bookand negative keyword -college" your adwould be matched per the following!

Ad will appear for the uery!used book seller

Ad won't appear for the uery!used college book

A4out Em4edded 5atch ;e+-ord #argeting

7mbedded match is a sophisticated form of keyword matching that allows you to prevent yourad from appearing in relation to certain phrase or exact matches. his is popular when anadvertiser sells merchandise related to a movie or book" but not the actual movie or book.

Example! An advertiser selling merchandise for the movie Toy Storymerchandise might usethe embedded match option of a negative keyword and exact match on -[Toy Story]. hisway" the advertiser's ads appear for Toy Story dollsand Toy Story products" but not for theexact match Toy Story.

5anaging ;e+-ords

eveoping and 5aintaining ;e+-ord &ists

Creating a ;e+-ord &ist

?eywords trigger ads" ads influence clicks" and clicks can earn traffic for your site" bringingyou potential sales and leads. Since keywords start this advertising process" it's important thatyou choose keywords relevant to your business from the beginning.

?eyword creation involves a five2step process!

1. 4uild a keyword list! &reate a list of terms that refer to your business" service" andproducts" and think of common phrases people may use to think of something similar.#ou can get additional keyword suggestions from the ?eyword ool within youraccount.

3. roup your keywords by theme! rouping your ads and keywords together in theirown ad groups by theme can help you get better performance from your ads.

9. Set appropriate match types for each keyword (Search Fetwork)! $icking the rightvariations of your keywords can help reduce costs" or increase traffic while balancingimpressions with meaningful clickthroughs or leads. ,eview the rest of this lesson tounderstand how to use match types to their full advantage so your campaign is as

effective as possible.:. ,emove unnecessary keywords! ,efining your keyword list can help you save on


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unnecessary costs in the long run" and help you better target users. ,emovingirrelevant keywords means the users who are most likely to be interested in your

business" service" or product will be more likely to see your ads" more often.=. est run the campaign! ?eywords need a chance to run before you can really

determine how well they're doing. ry to let them run for at least 9> days beforeevaluating their performance.

4e sure to regularly review and refine your keyword list. /t's important to review yourkeyword performance regularly. his can help you fine2tune your campaign performance soit's as cost2efficient and effective as possible" saving you time and money.

;e+-ord #oo

o help you identify relevant keywords and to simplify the process of adding them to your adgroups" AdWords offers the ?eyword ool. #ou can access this tool from the ?eywords tab

after clicking the Add 'e+-ordsbutton at the top of the keyword table. his tool will provideadditional keyword ideas" including synonyms and spelling variations. #ou can build relevantkeyword lists" review traffic estimates" and add your keywords directly to your ad groupsfrom this tool.

;e+-ord 5onitoring ! #rou4eshooting

5onitoring ;e+-ords

&hecking your statistics is the best way to see how your keywords are helping your business.#ou can see how your keywords are doing by checking the following two resources!

1. #he >uait+ Score coumn

he ;uality Score column displays your keyword's ;uality Scoreto help you monitorits performance. his column is disabled by default in new accounts" but you canmake it show on any tab with statistics for your campaigns" ads" and keywords. &lickCoumnsin the toolbar above your table. Select 0;ual. Score0 and save your changes.

3. #he ;e+-ord Ana+sis $ied

his field gives you an in2depth view of your keyword's performance. /t lets you knowif your ad is not showing for the keyword" and why. /t also includes your ;ualityScore details" which explains whether problems with keyword relevance" landing pageuality" or landing page load times are negatively impacting your ;uality Score. -earnmore about the ?eyword Analysis field" including how to access it.

o view the ?eyword Analysis" click the icon next to any ?eyword in the Statuscolumn on the ?eywords tab.

#r+ it /o-% >uait+ Score

-earn how to find a representation of your keywords' ;uality Score.
http://support.google.com/adwords/certification/bin/answer.py?answer=76846http://support.google.com/adwords/certification/bin/answer.py?answer=140351http://support.google.com/adwords/certification/bin/answer.py?answer=76846


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*ollow the instructions below to locate a representation of your keywords' ;uality Score.

1. Sign in to your AdWords account at https!GGadwords.google.com.3. Select the campaign and ad group.

9. &lick the ;e+-ordstab.:. %over your mouse over the speech bubble in the status column for a given keyword.=. Fote the ;uality Score which appears on a scale from 1G1> to 1>G1>.

;uestions to consider!1. %ow does the ;uality Score on a search2based ad affect its performance on the

Display Fetwork53. %ow often is ;uality Score calculated59. /n general" how will a higher ;uality Score affect cost and ad position5

#rou4eshooting ;e+-ords

/f a keyword underperforms" its ;uality Score will decrease and it may become ineligible totrigger your ads for certain search ueries at its current cost2per2click (&$&) bid. his mostoften happens to keywords that are very general and therefore do not perform very well. *orinstance" a keyword with a low ;uality Score may only be eligible to trigger ads on certainvariations of your broad2 or phrase2matched keywords.

o monitor your keyword's performance" check the ;uality Score column on the ?eywordstab of your Ad roup Details page. 8r" to get a detailed view of performance and ;ualityScore" click the speech bubble icon next to any keyword" and more information will appear.

/f your keyword has a poor ;uality Score and isn't accruing much traffic" try following theseoptimi


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up an ad group. #ou can write multiple ads for each ad group" so keyword groupingsshould match a single theme. *or example" organi


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1. -anguage! arget up to :> different languages.3. -ocation! arget any combination of countries" territories" regions" cities" and

customi


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See instructions for editing your targeted languageand location.

#r+ it /o-% Set &anguage and &ocation #argeting

Whenever you create a new campaign in your AdWords account" you choose whichlanguages and locations you want to target.

o change your language targeting" follow these steps!

1. Sign in to your AdWords account at https!GGadwords.google.com.3. 8n the 0All 8nline &ampaigns0 page" click the name of the campaign you wish to

edit.9. Select the Settingstab.:. Fext to 0-anguages0 click Edit.=. Select the new language.@. &lick Save.

o change your location targeting settings" follow these steps!

1. Sign in to your AdWords account at https!GGadwords.google.com.3. 8n the 0All 8nline &ampaigns0 page" click the name of the campaign you wish to

edit.9. &lick the Settingstab.:. &lick Editnext to -ocations.=. 7nter your location and click Addtoadd the location" or click Excudeto keep your

ads from appearing to users located in or searching for the selected location.@. After applying your targeting settings" clickone.B. &lick Saveto confirm your changes.


1. When might you consider targeting another language53. What are the different targeting options for location targeting59. When might you exclude a location from your campaign5

&anguage #argeting Basics

Choosing &anguages to #arget

-anguage targeting lets you reach an audience that speaks one or multiple languages. 4ecausepeople speak many different languages in many different locations" language targeting givesyou a good way to reach your users even if they're located in non2native areas.

*or example" if you sell Spanish books" you can choose to target your ads to the Spanishlanguage. When we detect that a user speaks Spanish (based on their oogle interfacelanguage setting)" we'll display your ad.

We recommend that you target the language in which your ad and its related keywords arewritten. *or example" if your ad and keywords are written in 7nglish" target 7nglish2speaking
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users. ,emember that oogle won't translate your ad for you.

Ad #ext )sing ou4e*Width Characters

With AdWords" you can create ad text using double2width characters" such as those used in&hinese (simplified or traditional)" Japanese" or ?orean. %owever" be aware that double2widthcharacters have special reuirements.

Double2width characters need nearly twice the display space as single2width characters. *orexample" the title line of an 7nglish ad has a 3= character limit. %owever" the limit for thatsame title line is 13 characters for a double2width language. he display +,- and second andthird lines of 7nglish ad text are limited to 9= characters" while the limit for double2widthcharacters is 1B.

wo other rules to follow when creating ads with double2width characters!2 +se single2width characters for symbols" such as punctuation marks and currency symbols.2 +se single2width characters for alphanumeric characters.

Fote that when creating a double2width character ad in the 7nglish interface" the characterlimit shown on the screen is wrong. o avoid receiving an error message" enter only thecorrect character length. *or instance" the title line of a Japanese ad may only be able to fit 13characters" even though the limit is shown as 3=.

&ocation #argeting Basics% Countr+ @ #erritor+

A4out Countr+ @ #erritor+ #argeting

#ou should use countryGterritory location targeting if you offer services or products to users inone or more countries or territories. /f you have a global business" it would make sense totarget all countries and territories" ensuring that your campaigns get exposure across theworld.

/t's common for new advertisers to target all countries and territories in the hope of wideningtheir reach. %owever" by doing this" you might reach customers who are less likely to convert"such as shoppers located in another country who prefer not to pay international shipping costs.

o help assess where and whom you should target" answer these uestions!

Where does your business sell goods or provide services5

Who is your intended audience5

*or example" if you sell DHDs and only ship within the +nited States" you should target yourcampaign to the +nited States. %owever" if you sell DHDs worldwide" you may wish to targetyour campaign to all countries and territories.

&ocation #argeting Basics% 8egion @ Cit+


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A4out 8egion @ Cit+ #argeting

,egion and city targeting is best used by advertisers whose audience is concentrated indefined areas. With region and city targeting" you can capture a smaller population segment

and receive more ualified clicks. his helps keep your ;uality Score high and your costslow. Additionally" you can create more customi


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assigned. /n some cases a user may be assigned an /$ address for a region otherthan where they are physically located. +nfortunately we can't determinewhich cases are incorrect" or change the assignment" but we do expose thename of your targeted region below your ad text to help prevent irrelevant

clicks on your ads. o further prevent confusion" you can use ad text thathighlights your target region" such as 04uenos Aires *lower Shop.0

A user outside +our targeted area speci$ica+ searches $or something Googe

'no-s is in +our targeted area.

o Exampe%#ou might choose to target a specific city" but a user outside the

region may include that city in their search while looking for something relatedto your ad or business. /n this case" this user might see your ads (even if theuser is physically located outside the target city).

o Soution%We've developed this system for your benefit so you reach as many

people looking for your goods or services as possible. %owever" if you findthat your clicks aren't producing the results you expected" you might tryrefining your ad text and keywords to make them more geographicallyrelevant.

=our targeted area ma+ 4e arger than +ou intended and users $rom a arger area

are correct+ incuded 4ased on +our settings.

o Exampe%#ou may only serve the continental +.S." but you've chosen the to

target the entire +nited States" so your ads are receiving clicks from %awaiiand Alaska.

o Soution%Farrow the focus of your region. 8r" you may want to choose

customi


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&anguage and &ocation #argeting Strategies and Best "ractices

Internationa #argeting Strategies

/f you're targeting an audience located in several different locations" it's important that youorgani


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/f you'd like to highlight the address of your business" add location extensionsto your

ads.

9. &ocation Extensions

Introduction to &ocation Extensions

Introduction to &ocation Extensions

-ocation extensions are a uick" easy way to connect you with customers searching for yourproducts and services when you have businesses in multiple locations.

8each oca customers more e$$ective+

With your ads appearing for relevant ueries on oogle and its properties" including oogle

aps" you'll be able to more easily reach local customers with more information about yourbusiness" products" or services. Whether you have multiple storefronts you'd like to promotelocally" or a single storefront you'd like to attract a user's attention to" location extensions canhelp raise awareness for a customer who may already be close enough to physically visit your

business" or who is already searching or browsing for information related to your business intheir area.

*or example" if you own a bicycle repair shop in downtown okyo" a customer near yourstore searching for bicycle repair shops or tools to repair their bicycle is a local user you couldmore effectively reach with location extensions. Whether that user uses oogle search or

oogle aps" they'll find your ad" along with your full address and phone number" or a link toyour website +,-.

-earn how location extensions are targeted to users.

Sho- oca customers more reevant in$ormation

-ocation extensions merge your business address information with relevant ad text" tellingusers as much as possible in context with their browsing or search experience for localinformation. /n addition to the description lines and +,- that appear in your ad text" your adcan also display your business name" address" and phone number. his helps promote your

business brand" products" and services" and associates your business with a specific locationof interest to the user.

&ocation Extensions ;e+ Concepts

-ocation extensions expand a standard text ad with additional business information such as anaddress" helping web users easily find out more about your business. Ads will appear asnormal across oogle and the oogle Fetwork" but the additional information may alsoappear on oogle.com and its properties" such as oogle aps" in an enhanced format.

"ricing and tra$$ic

#ou're charged in the same way for location extensions as you are for a standard text ad.
http://adwords.google.com/support/aw/bin/answer.py?hl=en&answer=144545http://adwords.google.com/support/aw/bin/answer.py?answer=144620http://adwords.google.com/support/aw/bin/answer.py?hl=en&answer=144545http://adwords.google.com/support/aw/bin/answer.py?answer=144620


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%owever when your ads are shown on oogle aps" you won't be charged for clicks on yourad that expand the info windows on the map interface" but you will be charged forclickthroughs from the info window to your website.

Where ocation extensions appear

+sers may search for your keywords on any oogle property or oogle Fetwork site and" ifyou've enabled location extensions and your business information is eligible to appear withinthe ad placement" this information will also be shown. %ere's how an ad will appear whenusing this feature!

Ads on the Googe Search and ispa+ /et-or's!

#our ad will appear as a standard text ad and may also include a business address. /twill appear on oogle with your additional business information included. /t may alsoappear on other search and Display Fetwork sites and products in the oogle Fetwork

based on your network targeting settings" and its appearance will vary by partner.ypically" ads are labeled as sponsored links and include 3 2 : lines of text. /n mostcases" the text versions of these ads have the same ad text and display +,- as theenhanced ad running on oogle aps. /n some other cases" oogle search partnersmay also show versions of your ad that include your address information. /f a partnerdoes not support the additional address information" your ad will appear as a standardtext ad.

Googe 5aps! #our ad may appear as a text ad" or an enhanced ad" with a businessicon and a map marker that expands to show a business image. hese ads areassociated with a specific point on the map" such as a store or restaurant. 8n smallermaps" if a user clicks on the associated map marker" an info window expands on themap to reveal additional information about the business. he user can click within theinfo window to be redirected to your website. *or smaller maps" if a user clicks on the+,- or the title of the ad they'll be redirected to your website.

/n some cases" ads may also appear with relevant searches on oogle aps formobile. Ads appearing with mobile search results may have their ad text shortened formobile searches.

#argeting options and avaia4iit+

#our ad is by default already a standard text ad" so we'll show your ad to users based on yourtarget settings for the campaign. /f you enable location extensions and provide one or moreaddresses" your ad will be shown with the relevant address when we know the user is near theaddress or has shown interest in the location area by their choice of search terms.

-ocation extensions don't replace regional and customi


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-earn more about how targeting works for location extensions

his feature is also limited to advertiser use in certain countries. -earn more

-earn how to create a location extension

Ena4ing &ocation Extensions

Ena4ing &ocation Extensions

#ou can edit or create a location extension from the under the -ocations" -anguages" andDemographics section of the Settings tab in your AdWords account. Select one of the optionsunder 0Show relevant addresses with your ads.0

/f you're a business owner" you can link a oogle $laces account to the campaign. A oogle$laces account is not reuired to use ad extensions within AdWords" and it is only availablefor business owners. /f you are not a business owner" you should manually enter businesslocations for your ad extensions instead. Also" ads within campaigns linked to a oogle$laces account will only be shown with a location extension if the address is verified.

-earn more about oogle $laces and how to sign up

When you create a location extension" a default icon will be provided for the map marker thatappears along with your ad on oogle aps. #ou have the option to select another defaulticon" or you can choose from one of your own uploaded images. o change your location

extension icon" edit the address on the Settingstab of your campaign" or within the actual adif you have chosen to use a single address at the ad level.

&ocation Extensions Guideines ! Best "ractices

&ocation Extensions Guideines ! "oicies

Ads with location extensions must follow the AdWords advertising policies for standard textads. hey must also comply with special reuirements for ads using this feature. #ou canview the full list of reuirements within the AdWords %elp &enter!

uidelines 8verview AdWords advertising policies for standard text ads

&ocation Extensions Best "ractices

Best "ractices Exampes

hese examples illustrate good use cases for this feature!

A campaign advertising an antiue store uses the store address.

A campaign for a restaurant review website uses the address of one of the reviewed

establishments.
http://support.google.com/adwords/certification/bin/answer.py?answer=144620http://adwords.google.com/support/aw/bin/answer.py?answer=144619http://adwords.google.com/support/aw/bin/answer.py?answer=144545http://maps.google.com/support/bin/answer.py?answer=143059https://adwords.google.com/support/aw/bin/answer.py?hl=en&answer=144649https://adwords.google.com/support/aw/bin/static.py?page=guidelines.cs&topic=16862&view=allhttp://support.google.com/adwords/certification/bin/answer.py?answer=144620http://adwords.google.com/support/aw/bin/answer.py?answer=144619http://adwords.google.com/support/aw/bin/answer.py?answer=144545http://maps.google.com/support/bin/answer.py?answer=143059https://adwords.google.com/support/aw/bin/answer.py?hl=en&answer=144649https://adwords.google.com/support/aw/bin/static.py?page=guidelines.cs&topic=16862&view=all


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. AdWords Bidding and Budgeting

.1 ,vervie- o$ Bidding

Introduction to AdWords Bidding

?o- AdWords Bidding Wor's

A bid is the amount you're willing to pay per click" per thousand impressions" or peracuisition. 7ach time your ad is eligible to appear" an auction takes place among your ads

and all the other eligible ads. #our bid is one of the factors that determines whether your adshows" and in what position.

he most common type of bid is a maximum cost2per2click (&$&) bid. When you use &$&bidding" you pay only when someone clicks on your ad. ,aising your &$& bid can improveyour ad's position" and lowering your bid can decrease your ad's position. ?eep in mind"however" that ads are not ranked solely by their bid.

8an'ing on the Search /et-or'%

Ads are ranked on search pages based on a combination of the matched keyword's&$& bid and ;uality Score. ;uality Score is determined by the keyword's

clickthrough rate (&,) on oogle" relevance of ad text" historical keywordperformance" landing page" and other relevancy factors. %aving relevant keywords andad text" a high &$& bid" and a strong &, will result in a higher position for your ad.

8an'ing on the ispa+ /et-or'%

Ads are ranked on Display Fetwork pages based on the ad group default bid (whenthere aren't more specific bids that apply)" the ad's past performance on this andsimilar sites" and the landing page uality. %owever" if you've set a Display Fetwork

bid or a bid for a specific placement" these will overrule the ad group default bid whenyour ad runs on the Display Fetwork or the placement you've selected. hese morespecific bids affect your ad rank" so you might consider increasing bids for placementson which you'd like to rank higher.

Hisit our 8ptimi


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Focus on cic's% Cost*per*cic' C"C 4idding

/n campaigns using this bidding option" you set a &$& bid for each ad group or keyword inyour campaign. #our &$& bid refers to the amount you're willing to pay for a click on your

ad when the ad appears on oogle or one of our partner sites.

With &$& bidding" you pay only when someone clicks on your ad. &$& bidding isrecommended if you're mostly interested in getting traffic on your site. #ou have two optionsfor &$& bidding!

Automatic 4idding! #ou set a daily budget" and AdWords works to bring you the

most clicks possible within that budget. /f you like" you can set a &$& bid limit toensure the AdWords system doesn't bid more than a particular amount.

5anua 4idding! As with automatic bidding" you pay only when someone clicks onyour ad. %owever" this option lets you control your own maximum &$& bids. #ou canset bids at the ad group level" or for individual keywords or placements.

Focus on impressions% Cost*per*thousand impressions C"5 4idding

/n campaigns targeted to the Display Fetwork" you may choose the &$ option. /nstead ofbidding and paying only for clicks" you can choose to bid for impressions on your ad" and payfor every thousand times your ad appears. /f you're mostly interested in branding and gettingad visibility" we recommend choosing this option.

As with manual &$& bidding" you can set bids at the ad group level" or for individual

placements. *or example" if you find that a particular placement is more profitable" you canraise your bid for that placement.

Fote that when &$& and &$ ads compete with each other in the same Display Fetworkauction" the AdWords system uses a system of effective &$" or e&$" to compare and rankthe ads. *or cost2per2click (&$&) ads" the AdWords dynamic ranking system considers the

bid" clickthrough rate (&,)" and other relevance factors. he resulting number is the ad'se&$" or effective cost per 1>>> impressions.

&$ ads are ranked for display according to their &$ bid" competing with other &$ adsand with &$& ads. A &$ ad always occupies the entire ad space" with either an image ad or

other multimedia ad" or an expanded text ad. *or this reason" you might wish to bid higher for&$ ads than you would for &$& ads.

Focus on conversions% Conversion ,ptimi6er

his bidding option enables you to specify a maximum cost2per2acuisition (&$A) bid foreach ad group in your campaign. he &onversion 8ptimi


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appear. #ou still pay per click" but this feature can decrease the need to adjust your bidsmanually.

#our campaign must meet the following reuirements in order to begin using the &onversion8ptimi days. he

&onversion 8ptimi


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/n addition to the various bidding options" AdWords also offers the tools listed below.

ip! 8nly use these tools if you have enough campaign performance statistics to help youmake informed decisions about how to use the tools.

Ad scheduing% a tool for adjusting your bids for different times of day or days of the week.

Ad scheduling lets you control the days and times your AdWords campaigns appear. /n anadvanced mode it also lets you set different bid multipliers for different times of the day andthe week. he bid multiplier (1>N to 1>>>N of the original &$&) affects all ads in thecampaign" including ads with separate search and Display Fetwork bids. When the multipliertime period is over" your campaign will revert to your normal campaign bids. Ad schedulingis more effective than manual operations of the same type 2 it's fully automated and you don'texperience any delays as you might with manual status changes and bid adjustments. #oumay create up to six time periods per day" each with its own bid multiplier entry.

Ad scheduling is based on account time


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/mplement AdWords &onversion racking to see how much conversions cost when

you're using various &$& bids.

+se the bid simulator to see the possible advertising results you could get if you used adifferent keyword maximum &$& bid. he bid simulator doesn't predict the future" butit estimates the click" cost" and impression data that your ads would have received overthe last seven days had you set different keyword2level bids. o see a bid simulationfor a keyword" click the bid simulator icon next to the maximum &$& bid.

Determine which keywords or placements are giving you the best results. Adjust bids

and tailor ads as necessary.


7. "oicies and Ad >uait+ #opics

7.2 Ad and Site >uait+

Introduction to Ad >uait+

?o- Ad >uait+ Is e$ined

$eople use oogle because they find what they're looking for fast 2 whether it be the latestnews" best candy bar" or closest pi


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text" keyword" and landing page6 and several other factors.

A ;uality Score is calculated every time your keyword matches a search uery 22 that is"every time your keyword has the potential to trigger an ad. ;uality Score is used in several

different ways" including influencing your keywords' actual cost2per2clicks (&$&s) and adposition. /n general" the higher your ;uality Score" the lower your costs and the better your adposition. his rewards you for having relevant ads.

Introduction to &anding "age >uait+

8ne of the factors that makes up ;uality Score is the uality of your landing page. -andingpage uality is influenced by the usefulness and relevance of information provided on thepage" ease of navigation" load time" how many links are on the page" and more.

/mproving landing page uality can help you gain the trust of your customers and" therefore"keep them coming back to your site. #ou'll also make it easier for visitors to make a purchase"sign up for a newsletter" or perform any other desired action.

A4out >uait+ Scores

;uality Score is used in several different ways" including!

influencing your keywords' cost2per2clicks (&$&s)

determining whether a keyword is eligible to enter the ad auction that occurs when a

user enters a search uery

affecting how high your ad will be ranked estimating the first page bidsthat you see in your account

/n general" the higher your ;uality Score" the lower your costs and the better your ad position.After each auction is run and your adis ranked" the AdWords Discounter adjusts your actual&$& so you pay the minimum amount reuired to exceed the rank of the next ranked ad.

?o- >uait+ Score Is etermined

A ;uality Score is calculated every time your keyword matches a search uery 22 that is"every time your keyword has the potential to trigger an ad. he formula behind ;uality Score

varies depending on whether it's affecting ads on oogle and the Search Fetworkor ads onthe Display Fetwork.

I. >uait+ Score $or Googe and the Search /et-or'

While we continue to refine our ;uality Score formulas for oogle and the Search Fetwork"the core components remain more or less the same!

he historical clickthrough rate (&,)of the keyword and the ad on oogle. Fote that

&, on the oogle Fetworkonly ever impacts ;uality Score on the oogle Fetwork22 noton oogle

#our account history" which is measured by the &, of all the ads and keywords in

your account
http://adwords.google.com/support/aw/bin/answer.py?hl=en&answer=87144http://adwords.google.com/support/aw/bin/answer.py?answer=6297http://adwords.google.com/support/aw/bin/answer.py?answer=6297http://adwords.google.com/support/aw/bin/answer.py?answer=6111http://adwords.google.com/support/aw/bin/answer.py?answer=105665http://adwords.google.com/support/aw/bin/answer.py?answer=6305http://adwords.google.com/support/aw/bin/answer.py?hl=en&answer=6104http://adwords.google.com/support/aw/bin/answer.py?hl=en&answer=14086http://adwords.google.com/support/aw/bin/answer.py?hl=en&answer=87144http://adwords.google.com/support/aw/bin/answer.py?answer=6297http://adwords.google.com/support/aw/bin/answer.py?answer=6111http://adwords.google.com/support/aw/bin/answer.py?answer=105665http://adwords.google.com/support/aw/bin/answer.py?answer=90956http://adwords.google.com/support/aw/bin/answer.py?answer=90958http://adwords.google.com/support/aw/bin/answer.py?answer=6305http://adwords.google.com/support/aw/bin/answer.py?hl=en&answer=6104


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he historical &, of the display +,-sin the ad group

he uality of your landing page

he relevance of the keyword to the ads in its ad group

he relevance of the keyword and the ad to the search uery

#our account's performance in the geographical region where the ad will be shown 8ther relevance factors

Fote that there are slight variations to the ;uality Score formula when it affects ad positionand first page bid!

When calculating ad position on a Search Fetwork placement" ;uality Score considers

the &, on that particular Search Fetwork placement. *or calculating first page bid" ;uality Score doesn't consider the ad or search uery"

since this estimate appears as a metric in your account and doesn't vary per searchuery.

II. >uait+ Score $or the ispa+ /et-or'

he ;uality Score for determining whether an ad will appear on a Display Fetworkplacement differs for contextually2targeted ads and for placement2targeted ads. (-earn thedifference between these two.)

1. Contextua+*targeted ads

he ;uality Score for calculating a contextually2targeted ad's eligibility to appear on aparticular Display Fetwork placement" as well as the ad's position on that placement"

depends on the campaign's bidding option.

/f the campaign uses cost2per2click (&$&)bidding" ;uality Score is based on!

o he historical&, of the ad on this and similar sites

o he relevance of the ads and keywords in the ad group to the site

o he uality of your landing page

o 8ther relevance factors

/f the campaign uses cost2per2thousand2impressions (&$)bidding" ;uality Score is

based on!


3. "acement*targeted ads

he ;uality Score for determining if a placement2targeted ad will appear on aparticular Display Fetwork placement also depends on the campaign's bidding option.

/f the campaign uses cost2per2click (&$&)bidding" ;uality Score is based on!

o he historical &, of the ad on this and similar sites
http://adwords.google.com/support/aw/bin/answer.py?answer=6314http://adwords.google.com/support/aw/bin/answer.py?hl=en&answer=112267http://adwords.google.com/support/aw/bin/answer.py?hl=en&answer=112267http://adwords.google.com/support/aw/bin/answer.py?answer=27646http://adwords.google.com/support/aw/bin/answer.py?answer=6314http://adwords.google.com/support/aw/bin/answer.py?hl=en&answer=112267http://adwords.google.com/support/aw/bin/answer.py?answer=27646http://adwords.google.com/support/aw/bin/answer.py?answer=18267


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/f the campaign uses cost2per2thousand2impressions (&$)bidding" ;uality Score isbased on!


-earn how &$ and &$& ads competewith each other.

A4out &anding "age and Site >uait+

,vervie- o$ &anding "age >uait+

-anding page uality is one of several factors that determine a keyword's ;uality Score. heuality of a landing pageis influenced by the usefulness and relevance of information

provided on the page" ease of navigation" load time" how many links are on the page" andmore.

7ach of your keywords will receive a landing page uality grade visible when using keyworddiagnosis. he grade is based on the average uality of the landing pages in the ad group andof any landing pages in the rest of the account with the same domain. /f multiple ad groupshave landing pages with the same domain" therefore" the keywords in all these ad groups willhave identical landing page uality grades.

/f keyword diagnosis shows that your landing page uality isgraded 0Fo problems"0 your;uality Score will not be affected. /f your landing page uality is graded '$oor"' your ;uality

Score will be negatively affected.

Fote! When determining landing page uality grade" the AdWords system follows destination+,-sat both the ad and keyword level and evaluates the final landing page.

Improving =our &anding "age and Site >uait+

/mproving your landing page uality is important for several reasons!

/t can help you gain the trust of your customers.

/t can help your visitors make a purchase" sign up for your newsletter" or perform

some other action that you can use to track your conversion. /t can help increase your ;uality Score and lower your cost2per2clicks (&$&).

o improve your landing page uality" try focusing on the following three areas!

1. 8eevant and origina content%*eature content that you can't find anywhere else.3. #ransparenc+%Don't trick or mislead people.9. Site navigation%ake it easy for people to find what they're looking for.

1. ,elevant and original content

hese are two things that can bring customers to your website. %ere are some pointers oncreating relevant and original content!
http://adwords.google.com/support/aw/bin/answer.py?answer=113233http://support.google.com/adwords/certification/bin/answer.py?answer=14086http://support.google.com/adwords/certification/bin/answer.py?answer=14845http://support.google.com/adwords/certification/bin/answer.py?answer=6313http://adwords.google.com/support/aw/bin/answer.py?answer=27646http://adwords.google.com/support/aw/bin/answer.py?answer=18267http://adwords.google.com/support/aw/bin/answer.py?answer=113233http://support.google.com/adwords/certification/bin/answer.py?answer=14086http://support.google.com/adwords/certification/bin/answer.py?answer=177620http://support.google.com/adwords/certification/bin/answer.py?answer=177620http://support.google.com/adwords/certification/bin/answer.py?answer=14845http://support.google.com/adwords/certification/bin/answer.py?answer=6313http://support.google.com/adwords/certification/bin/answer.py?answer=6313


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8eevance%

ake it easy for users to find what your ad promised.

-ink to the page on your site that provides the most useful information about the

product or service in your ad. /f you're selling something" direct users to the pagewhere they can buy the advertised product" rather than to a page with a description ofseveral products.

,riginait+%

*eature uniue content that can't be found on other sites.

Don't just link or redirect traffic to another site.

Don't just replicate the look and feel of another site.

$rovide substantial information. /f your ad does link to a landing page consisting

mostly of ads or general search results (such as a directory or catalog page)" provideadditional" uniue content. *or instance" if you sell cameras" you could include

product descriptions or customer reviews.

3. ransparency

aining the trust of your users can lead to repeat visitors" and one way to gain that trust is tobe very honest and transparent with your users. his sort of transparency can help youimprove your landing page and your relationship with your customers in these three areas!

?o- +ou share +our 4usiness in$o%

4e open about your business and clearly define what it is or does.

%onor the deals and offers you promote in your ad.

Deliver products and services as promised.

8nly charge users for the products and services that they order and successfully

receive. Distinguish sponsored links from the rest of your site content.

?o- +ou treat visitors on +our site%

Avoid changing their web browser behavior or settings" such as back buttonfunctionality or browser window si


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Allow users to access your site's content without reuiring them to register. 8r"

provide a preview of what users will get by registering.

9. Site Favigation

A key to turning visitors into customers is making it easy for users to find what they'relooking for. %ere's how!

$rovide a short and easy path for users to purchase or receive the product or offer they

read about in your ad. Avoid excessive use of pop2ups" pop2unders" and other distractions on your site.

ake sure that your landing page loads uickly. -earn ways to improve your load

time. urn to oogle's Webmaster uidelines for more recommendations" which can also

help improve your site's performance in oogle's search results.

#+pes o$ We4sites #hat 8eceive &o- &anding "age >uait+ Scores

+sers have consistently provided negative feedback on several types of websites. /n ourcommitment to make AdWords as effective as possible for advertisers and users" ads

promoting these types of websites may receive low landing page uality scores. /n someinstances" they will not be allowed to run.

We4site t+pes to avoid

he following website types will be penaliuait+ 5onitoring and Best "ractices

5onitoring =our >uait+ Score

Due to the dynamic nature of the /nternet" your keywords' ;uality Scores can fluctuate often.
http://support.google.com/adwords/certification/bin/answer.py?answer=87144#tipshttp://www.google.com/support/webmasters/bin/answer.py?answer=35769http://support.google.com/adwords/certification/bin/answer.py?answer=87144#tipshttp://support.google.com/adwords/certification/bin/answer.py?answer=87144#tipshttp://www.google.com/support/webmasters/bin/answer.py?answer=35769


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herefore" it's a good idea to monitor your performance and make adjustments as needed.

o analyuait+ Score coumn! 7nable the ;uality Score column to view a list of ;uality

Scores for your keywords. 8n the ;e+-ordstab" click the Coumnsbutton at the topof your statistics table" and select 0&ustomi.>=N" you're doing great.

*or more in2depth performance tracking" we suggest that you set up conversion trackingoroogle Analytics.
http://adwords.google.com/support/aw/bin/answer.py?answer=118604http://adwords.google.com/support/aw/bin/answer.py?answer=99482http://adwords.google.com/support/aw/bin/answer.py?answer=99482http://adwords.google.com/support/aw/bin/answer.py?answer=118604http://adwords.google.com/support/aw/bin/answer.py?answer=99482


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#r+ it /o-% ;e+-ord iagnosis

?eyword diagnosis tells you if a particular keyword is triggering ads" in addition to the reasonwhy it may not be triggering ads. he field also provides a breakdown of the keyword's

;uality Score.

o view keyword diagnosis for any keyword" follow these steps!

Sign in to your AdWords account at https!GGadwords.google.com

o diagnose a single keyword" hover over the speech bubble icon next to the status for

a keyword in the ;e+-ordstab to see a help bubble appear with information about thekeyword.

o diagnose multiple keywords" use the 'Diagnose keywords' option in the 0ore

Actions0 menu in the ;e+-ordstab and set parameters for the diagnosis.

;uestions to consider!1. Why is it imperative that your landing page works in conjunction with your ad text53. %ow might confusing landing pages discourage your site visitors from taking actions

on your site59. %ow does relevant and original content contribute to landing page uality5

7.3 Invaid Cic's Issues

Introduction to Invaid Cic's

,vervie- o$ Invaid Cic's

/nvalid clicks are clicks on your ads that are generated by prohibited methods. /nvalid clicksare sometimes intended to artificially or maliciously drive up an advertiser's costs or a

publisher's earnings. Sources of invalid clicks may include!

,epeated manual clicks

&licks by automated tools" robots" or other deceptive software

/nvalid impressions are those generated by automated systems or users with malicious intent.

We closely monitor these and other scenarios to help protect your ads from receiving invalidclicks and invalid impressions.

Common 8easons $or 5utipe Cic's $rom ,ne Source

#ou may also find in your web server logs that your ads sometimes receive multiple clicksfrom a single source. While this too may be an indication of invalid activity" please alsoconsider the following legitimate potential causes!

Internet service provider%An /nternet provider (such as A8-" 7arthlink" or &omcast) may

assign the same /$ address to multiple users" especially users who live close by each other.
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Comparison shopping%/ndividual users may legitimately click on your ad more than onetime when comparison shopping or when returning to your site for more information.

?o- Googe Com4ats Invaid Cic's

he security of AdWords advertisers is of the utmost importance to oogle. We use a three2part system of both proactive and reactive review" which employs advanced technologies anda team of trained specialists" to protect advertisers from invalid clicks.

$roactive!

1. 8ea*time $iters%&ontinually updated automated algorithms filter out invalid clicks asthey occur. All clicks on AdWords ads are analy


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Invaid cic' coumns%#ou can also directly see the number and percentage of clicks

that have been classified as invalid and automatically filtered from your account" byadding invalid click columns to your data table on the &ampaigns tab. o add thesecolumns" click Coumnsin the toolbar above the table. Download the data by clicking

in the toolbar. Biing summar+%#ou aren't charged for invalid clicks" and they don't affect your

account statistics. /f our further proactive click analysis shows that invalid clicks haveescaped automatic detection" you'll receive a credit for those clicks. hese credits willappear on your 4illing Summary page and will be labeled 0Adjustment 2 &lick;uality.0

8eporting Invaid Cic's to Googe

/f you believe that your account reports reflect clicks that are more extreme than ordinary userbehavior or that exhibit strange patterns" first investigate whether they may be due to one ofthe common reasons for click increases listed previously. hen" check to see if these clicks areincluded either in an /nvalid &lick report run on your account or as click uality adjustmentcredits on your 4illing Summary page (see points /// and /H above for instructions). /f not"

please contact us via the &lick ;uality form.

#our reuest will be sent to oogle's team that investigates invalid click activity on a case2by2case basis. o expedite their time2intensive investigation" please include the followinginformation in your description of the issue!

1. he campaign(s)" ad group(s) andGor keyword(s) associated with the suspicious clicks

3. he date(s) and time(s) of the suspicious click activity9. Any data in your weblogs or reports that indicate suspicious /$ addresses" referrers" orreuests

:. Where your ads appeared when they received the suspicious clicks (e.g." the +,- ofthe Display Fetwork webpage)

=. A paragraph describing the trends in logs andGor reports that led you to believe that theclick activity is invalid

he verification and research process can be time consuming and we appreciate your patiencewhile our investigation team reviews your account. $lease allow three to five business days

before we respond.


1. AdWords #oos

1.1 ,vervie- o$ AdWords #oos

Introduction to AdWords #oos

,vervie- o$ AdWords #oos
http://support.google.com/adwords/certification/bin/answer.py?answer=44008http://adwords.google.com/support/aw/bin/request.py?contact_type=click_qualityhttp://support.google.com/adwords/certification/bin/answer.py?answer=44008http://adwords.google.com/support/aw/bin/request.py?contact_type=click_quality


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AdWords tools can be used for a variety of functions.

Account management tooshelp you view" edit" and update your account efficiently.

;e+-ord toosprovide resources for choosing effective keywords. "acement re$inement toos enable you to optimi


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#r+ it /o-% )se the 5+ Change ?istor+ #oo

With easy access to your account history" you can make informed decisions about managingyour account for maximum performance.

*ollow these instructions to view change history for an account.

1. o directly to the y &hange %istory tool by visitinghttp!GGadwords.google.comGselectGHiew7xternalAll&hange%istory . #ou might beasked to sign in.

3. Select filter settings. #ou can filter the results in the y &hange %istory tool in fourways!

o Date range! +se the drop2down menus in the Within date range section to view

changes for a particular time period.o Affecting level! 7nter the name of a campaign for which you'd like to see

changes. #ou'll be able to pick from a list of suggestions once you start typing.#ou can then further narrow results by entering an ad group name in thesecond field that appears. Alternatively" enter 'Account only' or 'All changes"'which will show you changes made only at the account level or changes madeto all campaigns" respectively.

o &hange type! +se the checkboxes to filter by change type. &heck Ato see all

changes made" or check one or more of the change types to narrow the results.o +ser! /f multiple users with different logins manage your account" you can use

the drop2down menu in the 5ade 4+section to view changes made by aparticular user.

9. &lick Fiter Change ?istor+. he changes that occurred in your account for theselected parameters will be listed as well as displayed in a chart.

:. &lick Sho- a detaisto see more information about each change. &lick ?ide adetaisto simplify the view.

=. &lick o-noad as .csvto export your change history.


1. A campaign in your account was paused sometime during the past six months and youdon't know who paused it or when it was paused. What can the y &hange %istoryreport tell you5

3. What are the three changes that y &hange %istory will F8 show5

Change ?istor+ #oo Best "ractices

Specify a particular date range to narrow down your results.

&licking the 0&hart view0 link on your y &hange %istory page will make a c hart

expand. he chart shows a timeline of your performance statistics" along with flagsondates you made changes. +se the chart to identify particular upswings or downswingsin performance along with the changes that might have caused these swings.
http://adwords.google.com/select/ViewExternalAllChangeHistoryhttp://adwords.google.com/select/ViewExternalAllChangeHistoryhttp://adwords.google.com/support/bin/answer.py?hl=en&answer=91244http://adwords.google.com/select/ViewExternalAllChangeHistoryhttp://adwords.google.com/support/bin/answer.py?hl=en&answer=91244


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&licking a flag within the chart view will restrict your &hange %istory results to the

date on which you made that change. his is helpful for uickly changing your viewfrom a large date range that might have a lot of changes to a specific date or change.

;e+-ord #oo

A4out the ;e+-ord #oo

Feed more keywords5 his is what you can do with the ?eyword ool!

*ind and add new keyword ideas to your ad groups

,efine your keyword list

*ind negative keyword ideas

See additional keywords that can also trigger your ads (expanded matches)

7stimate keyword traffic

4elow you'll find specific directions for accessing and using the tool in different ways.

+sing the tool

#ou can access the ?eyword ool from the ;e+-ordstab of any ad group" the #oos andAna+sisdrop2down menu" or the ,pportunitiestab. #ou can use the search boxes andsearch button at the top to begin searching by entering a keyword or a +,-. 8r you can gostraight to filtering keyword categories next to the statistics table. #ou can use one or theother or both together6 the tool is completely flexible depending on how you'd like to use it.

#o reach the ;e+-ord #oo( $oo- these steps%

1. Sign in to your AdWords account at http!GGadwords.google.com.3. *rom an ad group" click the Add 'e+-ordsbutton above the keyword statistics table.9. &lick the ;e+-ord #oolink above the list of keyword ideas.

#ou can also access the tool by clicking the #oos and Ana+sisdrop2down menu andselecting the ;e+-ord #oooption.

,nce the 'e+-ord too aunches%

1. #ou can enter either a word or phrase in the text box" or a website in the website boxto the right. #ou can also use both to further refine your keyword results.

3. &lick Search. ,esults will appear in the main browser pane.9. Select the keywords you'd like to add.:. &lick Add 'e+-ords.=. /n the new browser window" select the campaign and ad group where you'd like to add

your keywords.@. &lick Save and continue.B. ,efine your search using the options listed below.
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8e$ine +our search $urther%

&lick Advanced optionsto further refine your search" for example" by country"

language" or mobile search. ,elevant categories will appear to the left. %owever" you can click Sho- a

categoriesto view all the categories available. he relevant categories remainhighlighted.

Select or deselect the keyword match type checkboxes beneath the available categories

to further refine your search in the main browser pane. &lick the Coumnsbutton above the results table to customi


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more about the ?eyword ool's search traffic statistics. &oca 5onth+ Searches%his column shows the approximate 132month average

number of user ueries for the keyword foryour targeted countries and languages. /t'sspecific to your selection from the 5atch #+pedrop2down menu. /f we don't haveenough data for a particular keyword" you'll see not enough data. -earn more about

the ?eyword ool's search traffic statistics. &oca Search #rends! his column" available to signed2in advertisers only" shows a

keyword's fluctuation in traffic over the past 13 months. 7ach bar represents adifferent month. his statistic is specific to your targeted country and language as wellas your ?eyword atch ype selection. Search traffic data is approximate. 0-ocal0refers to searches from the selected countries and languages for your current campaignsettings or those you selected in 0advanced options.0

Important note!

Search volume statistics are rounded. his means that when you select the option to getkeyword ideas for multiple devices" like 0All mobile devices"0 0obile WA$ devices"0 and0obile devices with full internet browsers"0 the search volumes might not add up as you'dexpect.

Additiona coumns

#r+ it /o-% ;e+-ord #oo

-earn how to use the ?eyword tool.

*ollow these instructions to find new keywords and landing pages specific to a website.

1. o to http!GGwww.google.comGsktool3. 7nter a website +,-9. Select Find ;e+-ords:. &heck boxes to select suggested keywords=. Select Exportand choose selected


1. /s the campaign you wish to expand targeted to a specific country or territory5 /f so"how would you change the settings in the ?eyword ool5

3. Why is it recommended to log in to your AdWords account when using this tool5

;e+-ord #oo Best "ractices

,eady for some advanced tips5 his is what you can do with the ?eyword ool!

Create ne-( separatead groupswith similar keywords. We recommend creating

several ad groups in each campaign" each with a small" narrowly focused set of similarkeywords. +se the ?eyword ool to discover ideas for relevant keywords" then dividethem into lists of = to 3> similar terms. See examples of ad groups promoting a single
http://support.google.com/adwords/certification/bin/answer.py?answer=161760http://support.google.com/adwords/certification/bin/answer.py?answer=161760http://support.google.com/adwords/certification/bin/answer.py?answer=161760https://adwords.google.com/support/bin/answer.py?answer=46075https://adwords.google.com/support/bin/answer.py?answer=46075https://adwords.google.com/support/bin/answer.py?answer=46074https://adwords.google.com/support/bin/answer.py?answer=46074https://adwords.google.com/support/bin/answer.py?answer=46075https://adwords.google.com/support/bin/answer.py?answer=46075https://adwords.google.com/support/bin/answer.py?answer=46074http://support.google.com/adwords/certification/bin/answer.py?answer=161760http://www.google.com/sktoolhttps://adwords.google.com/support/bin/answer.py?answer=46075https://adwords.google.com/support/bin/answer.py?answer=46075https://adwords.google.com/support/bin/answer.py?answer=46074


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product or serviceand multiple products or services.

Identi$+ negative'e+-ords.he ?eyword ool may sometimes show you keywords

that are not related to your business. *or instance" suppose you sell cut flowers and

you enter the termflowersinto the ?eyword ool. he tool may deliver the termgardens" which you don't want to use as a keyword. %owever" it would be useful as anegative keyword" since it would stop your ad from showing on searches containingthe wordgardens. Fegative keywords help make sure only interested customers seeyour ads.

Speci$+ a anguage and ocation./f you're using the ?eyword ool while signed in to

your AdWords account" you can tailor your results to a particular location andlanguage. /f you happen to be targeting Spanish speakers who live in *rance" makesure you set the ?eyword ool to that language and location.

Start 4road and then get speci$ic.ry broad terms likeflowersin the ?eyword ool

first. hen try specific terms like red rosesor miniature cactus.

?eyword selection should be based on uality over uantity6 more relevant keywords

are likely to give you better results. ?eep in mind that keywords with higher searchtraffic or more advertiser competition don't necessarily provide more ualified leads.

#ou can download your keyword results and the accompanying statistics by using the

o-noadbutton above the keyword table. he Competitionand &oca Search#rendscolumns will show numbers ranging from > to 1 that correlate with the shaded

bars in the ?eyword ool. A >." for instance" would correspond to a bar that's :G=shaded. he &oca Search #rendsinformation" available to signed2in advertisersonly" shows a keyword's fluctuation in traffic over the past 13 months. 7ach barrepresents a different month.

o sort your keyword results in descending order" click the column header. &lick it

again to sort your results in ascending order. #ou can also use the Sort 4+ ...menuabove the table.

A4out Campaign /egative ;e+-ords

Fegative keywords prevent your ads from appearing whenever a user includes a certain termin his or her search uery. #ou can apply negative keywords at both the ad group level andthe campaign level. Adding a negative keyword at the ad group level means that the term willonly affect the ads in the ad group. A campaign2level negative keyword will apply to all adsin all ad groups in that campaign.

Fote that negative keywords work slightly differently on the Display Fetwork than they do onsearch results pages. 8n search pages" negative keywords will prevent your ad from appearing

for specific search terms. 8n the Display Fetwork" our system compares your negativekeywords with the content of the placements where your ads are eligible to appear. /f your
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negative keywords match the content of a particular placement" your ad is less likely to appearon that page.

o add and edit negative keywords" follow these steps!

1. Sign in to your AdWords account at https!GGadwords.google.com.3. Select the campaign or the ad group that you'd like to edit.9. Select the ;e+-ordstab.:. Scroll down to find the negative keywords section below the main keywords table.

7xpand the section by clicking 0O0.=. #ou'll see two tables! 0Ad group level0 and 0&ampaign level.0 he following buttons

appear at the top of each table.o Add! Add your negative keywords" one per line. Fo need to put a negative

sign (2) before each keyword. (When you're viewing an ad group" you won't beable to add campaign2level negative keywords .)

o Edit! Select the existing negative keywords you'd like to edit" and click the

07dit0 button. #ou can then edit the keyword or change the match type. &lick0Save0 when you're done" or click 0&ancel0 to go back without makingchanges.

o eete! Select the negative keywords you'd like to delete. &lick 0Delete.0

o 5ore actions! his drop2down offers several other options for your negative

keyword tables. *or example" choose 07xport table0 to download your entirelist of campaign or ad group negative keywords. #ou'll be prompted to choosea format for the file. hen" click 0Download0 in the prompt window.

Campaign /egative ;e+-ords Best "ractices

4y filtering out unwanted impressions" negative keywords can help you reach the mostappropriate prospects" improve your &," and increase your ,8/. *or example" the negativekeyword '2free trial' would prevent your ads from showing on any search ueries containingthe terms 'free' and 'trial'. /t wouldn't prevent your ads from showing on variations of theseterms" however. /t also wouldn't prevent your ads from showing on search ueries that onlycontain one of the terms.

So" the search ueries 'one2day trial' and 'free test' could trigger your ads" while 'free one2daytrial' could not.

he process to add negative keywords to your ad group is just like adding any other keyword.he onlydifference is that you put a negative sign (2) before the term. #ou can also addnegative keywords at the campaign level.

he ?eyword ool and the search term report are two great ways to find potential negativekeywordideas for your ad group.

#argeting and "acement #oos

,vervie- o$ "acement 8e$inement #oos

AdWords offers two tools to help you better control where your ads appear across the oogle
http://support.google.com/adwords/certification/bin/answer.py?answer=14791http://support.google.com/adwords/certification/bin/answer.py?answer=14791http://support.google.com/adwords/certification/bin/answer.py?answer=14791https://adwords.google.com/ht

search advertising advanced exam

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