To Search Engine Marketing and Adwords: A Guide For Absolute Beginners Todd Kelsey

Introduction
to Search
Engine
Marketing
and AdWords
A Guide for Absolute Beginners
―
Todd Kelsey with Brandon Lyon
INTRODUCTION TO
SEARCH ENGINE
MARKETING AND
ADWORDS
A GUIDE FOR ABSOLUTE BEGINNERS
Todd Kelsey
Introduction to Search Engine Marketing and AdWords: A Guide for
Absolute Beginners
Todd Kelsey
Wheaton, Illinois, USA
ISBN-13 (pbk): 978-1-4842-2847-0 ISBN-13 (electronic): 978-1-4842-2848-7
DOI 10.1007/978-1-4842-2848-7
Library of Congress Control Number: 2017945372
Copyright © 2017 by Todd Kelsey
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Technical Reviewer: Brandon Lyon
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Contents
About the Author�� vii
About the Technical Reviewer �� ix
Introduction�� xi
Chapter 1: Introduction �� 1

Chapter 2: Quickstart �� 15
Chapter 3: Launching a Campaign�� 37
Chapter 4: Monitoring a Campaign �� 53
Chapter 5: Keywords �� 67
Chapter 6: Campaign Strategies �� 81
Chapter 7: Ad Extensions�� 103
Chapter 8: Getting Certified�� 115
Index��129
About the Author
Todd Kelsey, PhD, is an author and educator
whose publishing credits include several books
for helping people learn more about technology.
He has appeared on television as a featured
expert and has worked with a wide variety of
corporations and non-profit organizations. He is
currently an Assistant Professor of Marketing at
Benedictine University in Lisle, IL (www.ben.edu).
Here’s a picture of one of the things I like to

do when I’m not doing digital marketing—grow
sunflowers! (And measure them. Now there’s
some analytics for you!)
I’ve worked professionally in digital marketing
for some time now, and I’ve also authored books
on related topics. You’re welcome to look me up on
LinkedIn, and you’re also welcome to invite me to
connect: http://linkedin.com/in/tekelsey.
About the Technical
Reviewer
Brandon Lyon is an expert in SEO, SEM,
and Social Media and Web analytics, as well as
President of Eagle Digital Marketing (https://
www.eagledigitalmarketing.com), a full-service
agency in the Chicago area. When he isn't advis-
ing local business owners and CEOs of mid-sized
companies, he enjoys hockey and doing his best
to survive the occasional subzero temperatures.
Brandon enjoys helping companies face the
challenges of the future with optimism, includ-
ing navigating the treacherous waters of the
Amazon e-commerce river, and taking advantage
of the goldmine in marketing automation.
Introduction
Welcome to search engine marketing!
The purpose of this book is to provide a simple, focused introduction to
search engine marketing, for interns who may be working at a company or
non-profit organization, for students at a university, or for self-paced learners.
The approach is the same one I’ve taken in most of the books I’ve written,
which is conversational and friendly, with an attempt to make things fun.
The experiment is to help my readers get started with digital marketing in a
way that is fun and helps you strengthen your career at your current employer,
or find new work—through an internship, paid work, volunteer work, free-
lance work, or any other type. The focus is on skills and approaches that will
be immediately useful to a business or non-profit organization. I’m not going
to try to cover everything—just the things that I think are the most helpful.
The other goal is to help you leave your intimidation in the dust. I used to be
intimidated by marketing and now look at me—I’m a marketing strategist and
an assistant professor of marketing! But I remember the feeling of intimida-
tion, so part of my approach is to try to encourage readers who may feel
uncertain about the field.
LinkedIn shows digital/online marketing as a top skill to have year after year,
and search engine marketing is one of the core skills for digital marketing. It
makes Google and other companies tens of billions of dollars a year.
xii Introduction
Each year, the way they refer to digital marketing seems to change, but since
2013, digital marketing has been at the top. Demand will fluctuate over time,
but these are skills that continuously get people hired, as you can see:
• 2014: https://blog.linkedin.com/2014/12/17/the-
25-hottest-skills-that-got-people-hired-in-2014
• 2015: https://blog.linkedin.com/2016/01/12/
the-25-skills-that-can-get-you-hired-in-2016
• 2016: https://blog.linkedin.com/2016/10/20/
top-skills-2016-week-of-learning-linkedin
One of the things I’ve learned throughout my career, which I try to reinforce
in these books and in my classes, is the way that the core areas of digital mar-
keting are related. For example, search engine marketing is tightly connected
to all other areas of digital marketing. The central goal of digital marketing is
to develop content that flows through various channels, including through
search engines.
Just like each of the other areas, search engine marketing is crucial. If you do all
the other steps, but you don’t advertise, you won’t get as much traffic, and it
will be that much harder to succeed. On the other hand, as you’ll learn, search
engine marketing allows you to track return on investment, unlike almost
every other kind of traditional advertising (radio,TV, billboards, etc.), and that’s
why it is so important.
You can start out small, look at how much revenue resulted from a few ads,
and build your plan with confidence. Search engine marketing has helped busi-
nesses around the world, large and small, effectively sell on the Internet.
Introduction xiii
This book mentions what I call the core areas of digital marketing: Content,
AdWords, Social, and Analytics (CASA). My goal is to reinforce how all the
areas are connected. AdWords is Google’s tool for creating ads for search
engine marketing. The inspiration came from my professional background, as
well as looking at the trends in the marketplace.
Best wishes in learning all about search engine marketing!

CHAPTER
Introduction
This chapter takes a whirlwind tour of AdWords, a behind-the-scenes look
at a real-world use of AdWords, and then we’ll look at creating a Google
AdWords account.
What Is AdWords?
AdWords, in a nutshell, is why Google’s stock is worth so much. It’s not just
AdWords, it’s the search engine, it’s a lot of things. AdWords is part of the
puzzle, and it’s a tool that you use to create ads.
The magic of Google is that they figured out how to “monetize” search, which
means they figured out how to make an effective online advertising program.
Part of the core concept is that you can track the ad results. Unlike most
other forms of advertising, with AdWords, you can determine exactly how
effective your ad is. If you spent $5.00 and make $10, maybe that’s a good thing.
If you spent $10 and make $5, that’s bad.
It’s a vast oversimplification, but it’s all about tracking ROI, which is return on
investment. If you just want the nutshell: AdWords works. Period.
© Todd Kelsey 2017

T. Kelsey, Introduction to Search Engine Marketing and AdWords,
DOI 10.1007/978-1-4842-2848-7_1
2 Chapter 1 | Introduction
Here you can see a Google search page. Go to google.com and search for
something like tennis rackets:
Various kinds of ads will appear, including ads with text only, and possibly
ads with pictures. The ads indicate that some advertiser created them, and
Google displayed them, thinking that they might be relevant to your search.
Whenever you click on a link on the right, some advertiser is paying something
for it, even if it is a small amount. The whole idea is, you have something to
sell, you measure the clicks, and you hopefully sell what you want. Then you
can continue to advertise.
Behind-the-Scenes Tour of Google AdWords

In this brief visual tour, I’m going behind the scenes at how ads are created and
tweaked to display on Google. Google’s AdWords tool allows you to create
ads like this:
■■Note This is a “traditional” ad in Google. The one thing you can count on in digital marketing
is that things change from time to time, and in mid-2016, Google decided to expand the length of
ads, so you’ll start seeing more ads like this:
Introduction to Search Engine Marketing and AdWords 3
Note that this ad is longer than the previous one. It’s one in the “newer” format.
But for the purpose of this chapter we’re going to look at the traditional
format. Don’t worry about the length, just sit back and try to get a sense of
how it works.
Let’s go back to the original ad.
The purpose is to try to get people to “click through” when they are searching
on Google or looking at Gmail. Here’s what each of those lines mean in the ad:
• Top line: This is the headline; it has a 25-character limit.
• Middle lines: This is the description; they have a 35-character
limit.
• Bottom line: This is the display URL and it has a limit of
35 characters, but it’s not clickable. It is often used to
display the general address of the web site.
There’s also a “hidden” line, which is known as the destination URL. It is a link,
and can be as long as you like. In this case, it leads to a course page (and is 68
characters):
http://www.adoptionlearningpartners.org/adopting_older_child_
ceu.cfm
Hiding the destination URL helps the ad look cleaner.

When I create an ad, I start by gathering text in Notepad, including the title of
the course and some lines that could become the title, description, and display
URL. I also build the link to the course page itself.
The title of the course was too long, so I started shortening it:
Here is a small excerpt of the AdWords screen. There are a lot of options, but
this is where it all comes together. You see, for example, that the course title
was too long to fit in “Description Line 1”:
Google shows you a little indicator bar as you’re typing to give you a sense of
how much space you have left:
I tried a variation next. This is part of what ends up happening with Google
ads. Because of the limits on how many letters/characters you can have, you
have to get creative. This could involve using the two lines of description
creatively, or just rewording or restating things. For example, instead of using
“ethical considerations,” you could write “ethics”:
Then Google builds a preview on the right:
Once you are happy with your ad, the next step is to add keywords. These are
guesses of what people might search for when they are looking for information
on Google. The whole strategy of Google ads is based on trying to figure out
the best combination of words that people might type.
I tried a few different options:
Basically, you pay for your advertisement based on how many people click
on it. This is called “cost per click” (CPC) advertising. A thousand people
might see the ad, if they type in the right keywords, but only a handful will
actually click on the advertisement.
Google originally had fixed prices for keywords, but then someone had the
bright idea for allowing bidding on keywords, kind of like eBay. For example,
car dealers might compete and bid $5.00 or $10.00 for the keyword “Ford”.
If you are the highest bidder, you get the best spot for your ad.
When you’re writing an ad, Google can guess how much “traffic” your ad
might get:
Above, we see a CPC of $1.00. This means I’m bidding a maximum of $1.00,
and I’m limiting the budget to $10.00 a day.
Google then calculates your cost using the following reasoning: Assume, for
example, the cost you pay for each click will average between 44 cents and
$1.00. Google assumes that you’ll get between 7-12 clicks a day, so it will cost
you between $5-10.
In general, what people try to do is track the results of their advertisement
very carefully, so that if they spend $100 on an advertisement, they see how
many widgets or books or stereos or beanie babies they sell. So if I spend
$100 on my ads, I hope to sell $1000 worth of merchandise (or whatever my
goal is). The goal is to get people to come to your site and buy. The strength
of Google ads, unlike other forms of advertisement, is that you can track
exactly what you get out of it. You know exactly how well the ad performs.
You can later increase your budget. You spend more on advertising and
generate more revenue for your company (and help Google’s stock price go
higher).
If you want to change an ad, you can edit it:
Here’s what a finished ad looks like. Google makes billions every year (and
helps businesses around the world make billions of dollars, yen, and yuan), and
this is what most of it comes down to. To click or not to click.
Here’s a variation of one ad, where the text in Description line 1 “wraps”
down to the second line. If you can’t fit the text in one line, sometimes you
can stretch it to another:
Because this was a long course title, I tried wrapping it to two lines:
After you create your ad and choose keywords, you start to get some auto-
mated feedback from the Google system. In the first line, we see how the
keyword “nasw” (National Association of Social Workers), is “rarely shown
due to low quality score”.
This means that Google has automatically analyzed where the ad is sending
people, and if the content on the web page does not strongly match the
keyword, it will get a lower quality score. The ad will therefore not show up
as often. Conversely, when the keyword is more related to the page you’re
sending people to, you get a higher quality score. This is basically Google
helping people have the best search experience.
If someone types popcorn, and you’ve chosen it as a keyword, but the page
you send people to has nothing to do with popcorn, the ad will not display as
much, because it’s not relevant.
In the previous example, for the keyword “nasw,” my goal is to get people who
are a part of that association to take an adoption learning partners course.
I have a few options for dealing with this low quality score:
• I could increase the number of times “nasw” appears on
the course’s web page.
• I could delete the keyword and add others. This is known
as keyword optimization.
Another tidbit that Google reports to you is where your ad appears in the
search results. In this example, we can see the message stating that for the
keyword “nasw ceu,” the bid is below what is required to display on the first
page. It also reports that the first page bid estimate is currently $5.50.
Since these ads are being run with a grant from Google (Google gives free
advertising to non-profit organizations under certain conditions), Google
places a limit on the maximum bid a person can make with this free advertising
($1.00). So the maximum I can bid is $1.00, and for this keyword, it won’t
show up on the first page. Google would rather have other organizations and
companies pay $5.50 each time someone clicks on their ads.
At first glance, you might think it is crazy to pay so much money when
someone clicks. There’s no guarantee that if someone clicks on an ad, they
will buy anything.
The Bidding Game

The reason that this all ends up working is because people keep very close
track of the statistics about how many people click and how many widgets
they sell as a result. There’s a constant “bidding game” going on between
companies. They develop a web site designed to convince people to buy their
product and they are able to determine how much money they can spend to
sell their products and still make a profit. The game generally involves trying
to get the best position for your ad, as well as to get the most conversions.
Conversions are when people click on your ad and also end up buying your
product. This is the world of online advertising.
The Guessing Game

In other forms of advertising, it’s more of a guessing game. A million people
drive by a billboard or see a television ad, and it’s hard to say what effect
can be traced directly to a specific advertisement. In traditional advertising,
it’s more about trying to get as much exposure as possible and hope for
the best. Occasionally, you can run special promotions, like display a coupon
code, so that if people use the coupon code, you know that they saw the ad
and you know that it’s working. But it’s still not as exact. Online advertising
is significantly more trackable, and therefore in some cases it is much more
effective, or at least you can track the performance better. Advertisers have
more confidence when they know exactly how things are performing.
We next see the search results of our keyword “nasw ceu” again. This is
the second page of the search results. If you remember, Google told us our
keyword was “below the first page estimate,” so it would not show, or is not
likely to show, on the first page. But it can show on a subsequent page.
The question is, how many people will look at the second page of results? Not
as many as the first (where the bid price is higher), but some make it to the
second page, and so on.
The left arrow shows we’re on the second page of results; the right arrow
shows our ad. It made it on the second page. Woo-hoo!
After creating a few ads, I decided to see if I could come up with a keyword
that would get on the first page of results, but is still within the maximum I
can spend of $1.00 per click.
I tried a variation of a phrase “nasw adoption” and the results are shown
below. In the upper left, you see what it would be like if someone typed in
the phrase I’m hoping they’ll type in. Someone who needs to take continuing
education credits—maybe they are social workers who deal with adoption.
It turns out that this keyword does result in the advertisement showing on
the first page, which is a good position for the ad.
It also turns out that the “organic” search results highlight Adoption Learning
Partners. Organic search results are unpaid, “natural” search results. This is
where, without requiring you to spend any money, Google is out there crawling
the web, categorizing it, and making automated listings. Even if you don’t spend
any money at all, your web site will show up somewhere in Google search
results.
Notice that for this phrase, in the upper right of the screen, there are
approximately 80,000 links that Google will be glad to show you. In this case,
the Adoption Learning Partners site has a pretty good ranking, because of the
number of people who visit the site, and because of how relevant the web
page is—it has courses that are “NASW approved”.
It’s not necessarily easy to get the top “unpaid” results, especially when there’s
a lot of web sites that have similar information or when web sites are in
competition with each other. SEO (search engine optimization) is the process
of getting your web site to show up in a better spot on Google without
spending any money.
It’s great when you can get people to come to your site without clicking on an
ad that’s going to cost you money. But it’s harder to do this, and it’s not always
as reliable as paid advertising.
Paid advertising is known as search engine marketing. There are different
philosophies—some companies swear up and down that you should never
pay Google a dime, that their company can get you the best ranking, or that if
you buy their secret guide, it will reveal all the latest secrets. Then there are
those who are loyal to SEM, where you pay for the advertisement, and don’t
even bother trying to do SEO.
In general, it’s good to do a bit of both. In the end, paid advertising is more
solid than search engine optimization. Google exists to make money, so there
are ways that they encourage businesses to use the paid advertising. They
might not give your business a high rank—they offer no guarantees to anyone.
But they’d naturally prefer you to give them your money. It pays to consider
that Google is a business, so SEM is generally a solid way to go.
Important Note Things change!
I try to say this as often as I can, in as many ways as I can. Google is especially
active in constantly improving their products. There’s a fair chance that by the
time you read this book, there will be some changes and updates to Google
AdWords, in strategies, and so on. The goal of this book is to introduce
you to AdWords, not to include every exact feature and change to Google’s
products.
For example, there is a traditional ad format for Google ads, which this book
is based on, which looks something like this:
If you go into any AdWords account, chances are you will encounter ads using
this format. But they are also experimenting with a new format. Will it stay?
Perhaps.
It allows advertisers to have more text in the ad.
But you don’t have to use all the options, and you may see an ad like this:
Don’t worry about format yet. Just launch in and try things and be aware that
things change. Hopefully for the better.
Creating an Account
If you don’t have an AdWords account already, go and create one! Go to
http://www.google.com/adwords to get started.
After you’ve created an account, it may ask you to create an ad as part of the
“wizard” process. That’s okay, just be sure to pause the campaign after you
are into AdWords.
■■Note Make sure to pause your campaign once you start your AdWords account!
Look for the little green button next to your campaign. If you don’t pause it,
you could end up spending money you don’t have! Click on the green button
and switch to pause.
Click on the green dot and select Paused:

Getting Help
The Google AdWords Help Center is extensive and worth checking out. See
https://support.google.com/adwords. I recommend exploring all the
links at the top (the Community Forum and the Contact Us) to get a sense
of contact information.
You can also scroll down and click on the +/- links to see more topics.
Conclusion
Dear Reader,
Thanks for reading this chapter! Don’t be alarmed if you don’t feel like you
“get it” yet—we’re just taking a look at things, getting to know how things
work. In subsequent chapters, you’ll be getting to know AdWords better.
Before you know it, you’ll be creating ads and getting clicks!
Cheers,
—Todd
CHAPTER
Quickstart
The purpose of this chapter is to give you a chance to get right into things.
It assumes that you have an AdWords account, and that the billing is set up.
Creating a Campaign
So, again, this chapter assumes you’ve read the first one, that you’ve started an
account, and that billing, etc. is ready to go.
So sign in to AdWords (www.google.com/adwords) and click on the
Campaigns tab:
Depending on the account (Google routinely changes the way things work),
you might have a Create Your First Campaign button, or you might just need
to click on the standard Campaign button under the Campaign tab.
© Todd Kelsey 2017

DOI 10.1007/978-1-4842-2848-7_2
16 Chapter 2 | Quickstart
There are a variety of types of campaigns, but for now, just keep it simple and
choose Search Network Only.
And at this juncture, one thing I want to mention is my own experience.

I used to be intimidated by Google AdWords. I’d heard about search engine
marketing, had talked to people who had done it, and had also heard a bit
about search engine optimization. But it seemed like a mysterious world that
only elite people could deal with.
The funny thing is, Facebook Advertising helped me get into Google AdWords.
For whatever reason, I wanted to advertise this thing called the Sunflower
Club, so I looked at Facebook advertising, and it was so darn simple that it
helped me build confidence. Although I’m firmly convinced that Google rocks,
there are other entities in the world of online advertising. Personally I hope
Google buys Facebook or ends up helping them with advertising. Anyway, I
tried Facebook advertising, which helped me get my feet wet. Check out this
introduction to it—http://tinyurl.com/fbadv. (Notice that I used a tiny
URL? Guess what the link leads to? You guessed it, a Google doc.)
The point of these tutorials is to make things user-friendly. Don’t be intimidated.
If I can do it, you can do it.
Google provides a “wizard” to guide you through the process:
• Select campaign settings: Choose the main general settings,

such as budget, how much you are willing to pay for a
click, and so on.
• Create ad groups: Google has a hierarchy for organizing
ads and campaigns. Just think of a campaign as the biggest
box, and then the medium size box is an ad group, and in
each ad group, you can place ads. Practically speaking, the
ad group allows you to try multiple ads in it, which would
have some similarities.
• Create ads: This is where you create the ad itself.
• Review ad groups: In this wizard format, Google gives you
a chance to review things before you set the campaign in
motion.
Sometimes I use the wizard and sometimes I “exit” the wizard, but it might
help to explore it. In many cases, Google provides “default choices” to make
the process easier and nine times out of ten, you can just go with the default
settings until you learn more.
In the campaign Type section, click on the All Features radio button.
Then, give your campaign a name in the Campaign Name field. Any name will
do. You can even use Sunflower Club if you like. Don’t worry about all the
options right now.
Then, just start scrolling down.

Locations and Languages are cool options. You can scroll by most of this stuff,
but you can always change it if you want.
Google rocks partly because they’re on a constant world tour. They’re global
friendly. If you wanted, for example, you could run an ad campaign in Chinese
(and you should probably learn how to do that).
Remember, if you like, click on whatever you want. You can’t hurt anything and
it will help you learn more about Google’s options.
Bid and Budget (Something Really Important,

Part I)
This section is really important.
I’m advocating you try AdWords, just to put something out there and get a
taste for it. Don’t be too concerned about the web page itself, or how perfect
the ad is, etc. I recommend just trying it so you can say you did. If you’re
anything like me, you’ll think, okay, so that wasn’t so bad! Then you can build
from there.
■■Note One very important thing when trying it out, is to be aware of the budget! In the Bidding
and Budget section, be sure to set the budget to a low amount.
I suggest you enter $5 a day into the Bidding and Budget section. That means,
in order to learn how to use AdWords, you might end up with some free
advertising budget (they have all kinds of offers they’ll e-mail you about), or
you you might spend $25-50 in the end. This isn’t a bad deal to learn to use
AdWords.
Don’t worry about manual bidding or automatic bidding, and don’t be fright-
ened. You might see a screen like this:
You can choose manual bidding. Use $1.00 as a default bid to keep it simple.
Click on all the little question marks in AdWords to keep learning and keep
rolling.
AdWords Is Like eBay

AdWords is kind of like eBay. It’s an auction situation, where you are bidding
on how much you’re willing to pay to get someone to click. Bidding for clicks.
You create an ad and you try to get someone to click on it. (Go to Google,
type in tennis rackets, and check out the ads. They’re all trying to get you to
click on them, and they are all going to pay something to Google if you do.)
Keep in mind, when you create a budget, to set a bid price for your click. That
doesn’t mean Google is just going to take $5 from you—you actually have to
get people to click on an ad, and that’s the main part of the AdWords story.
You can click on that drop-down menu and decide how to do business. When
you start a campaign, when you go into the settings, Google might automati-
cally set the bidding to automatic. That’s fine. That’s good for Google because
it probably means they will set your bid higher—high enough to get clicks,
which burns up more money.
If you like, set it to Maximize Clicks and see what happens. This is also a way
to keep it simple at first.
AdWords Is Doable
It’s doable. Just remember that the great thing about AdWords is that it allows
you to:
Track effectiveness
which is also known as
tracking ROI
and ROI = return on investment
That’s magic for a business
It keeps a business going and makes it money
That keeps you employed
As you scroll on down the Campaign screen, one of the final stops is the Ad
Extensions area:
Pretty cool stuff. Ad Extensions are ways of expanding ads on Google; for now
you can ignore this section. Keep it simple. But the Advanced Settings contain
another really important thing: the schedule.
Ad Campaign Schedule (Something Really

Important, Part Two)
Okay, this is also really important. You’ll always want to be aware of the
schedule of your ad campaign.
For example, if you set your ad campaign to $5/day and connect it to your
credit card, but you don’t set an end date, Google will gladly burn through
your $5/day, and if you lose interest in online advertising and ignore your
bank statement and then find a year later that you’ve burned up $1,500 in
advertising. Well, that would not be fun.
Check out the advanced settings area. Part 1 of important things was the
amount of daily budget. Part II is the schedule. Set an end date. I suggest one
or two days to start. The cost of a movie.
In advanced settings, to the left of the Schedule Start Date Link, there’s a +
or – sign. Click on it. It expands and collapses the section.
Notice that Google sets the end date to None. They assume that you will
want to have an endless relationship. Maybe so. But for now, set an end date.
(You can also click on the Start date if you want to change it.)
Click the blank radio button, the second one down.
Then roll your mouse over the blank field and click it:
Choose a date—one or two days from the day you start the campaign is a
good suggestion.
Then click Save and Continue:
Now Back to AdWords

Okay, so back in AdWords we go.
As you go along in the wizard when you’re creating a campaign, the next page
you get to is the one where you create an ad. (Don’t worry about naming the
ad group; it is just a container for ads.)
You can create different kinds of ads, but for now just leave it on “text ad”.
Before you do anything else, I recommend clicking on all the little question
marks. It’s a good habit to get into as you learn to use the program.
The Final URL is the link of the page you are pointing the ad at, and when you
start typing in text for a Headline, it will tell you how many characters you
have left.
The line I originally wanted was one character too long:

The nice thing about AdWords is you can see an immediate preview along
with sample text that appears:
Don’t worry too much about the options right now; just try writing a head-
line that gets attention and keep it simple. Write a simple description of what
you’re advertising.
Here’s a summary of what the different parts of an ad do:

• Final URL: This is a link to where your ad is going (such as
your blog, a web site, or an individual page on a web site)
• Headline 1 and 2: You get to have two headlines; if
you look at the ad preview, you’ll see that the longer
headlines display better on mobile devices. You also need
something for the second headline, but you don’t have to
use up the entire space.
• Path: You can leave this blank until you are more
experienced in AdWords; it allows you to display a section
of a web site such as rgbexchange.org/nonprofits
right in the ad, if desired.
• Description: This is where you provide a simple description
of your value proposition. Why would someone want to
visit your page? What will be there when they get there?
A good way to learn about descriptions is to Google
various topics (tennis rackets) and see how people write
the ads.
If you’re just learning and you don’t have a blog or web site to advertise, you’re
welcome to make an advertisement for www.rgbexchange.org to practice.
You can use the text above or any text you like.
Keywords
The way Google AdWords works is that you create a text ad, and then
eventually you have to decide what words you want to connect to it.
If you think of a Google search, you might type in a work or phrase, such as
“tennis rackets”.
Then you type in that keyword, and any number of ads display.
If you click on one of those ads, the company who placed that ad pays
something.
Advertiser: When you make an ad, you choose keywords
related to your ad that might trigger your ad. And
you tell Google how much you’re willing to bid to get
someone to click on the ad.
Google User: When you do a Google search, you type
in a phrase for something you’re looking for, such as
tennis rackets. Ads display, and depending on how
compelling the ad is to you, you choose an ad to click
on.
What you do is determine this: “When people type in my keyword, I’m willing
to pay this amount for a click.”
There’s a whole art and science around keywords, but for now, keep it simple.
If you are using the RGB Exchange ad as an example, just type in a keyword
phrase like “non-profit organizations” in the keyword area.
Then click Estimate Search Traffic:
Google chews on that and then gives you some information, depending on
how much competition there is for that keyword. It’s an auction process, in
effect.
Some companies are willing to pay top dollar to get the first position, that is,
the right column, on the first page of the search results. Depending on your
bid, and some other factors you can learn about in other tutorials, you’ll get
on the first page, second page, and so on. Money talks, so the higher the bid,
the better the position.
The general idea with AdWords is, you should have something to sell, keep
track of how much money you’re spending on ads, and see how effective it is.
Translation:
CPC stands for cost per click. The bidding places the
cost of a click between 36 cents and $1.25 in this case.
It varies significantly for different keywords. Google
also estimates the number of clicks a day you could
get, and then gives a cost.
Congratulations on getting this far. Click Save Ad Group:
If all goes well, your ad will be created.

But don’t be surprised if you get a screen like this.
Google may ask that you Please Correct the Errors Below:
It will tell you why.
If you click on details, it will explain.
If your ad said “Join da club,” for example, you might need to change it to Join
the club:
Then, you click save and finish.

When all is well, you’ll see something like this:
Under the Keywords tab, it will look something like the following:
Don’t be alarmed! Millions of people have learned to use AdWords, and so can
you. It’s just a matter of trying things out, learning about keywords and ads, and
choosing some of the details.
One thing that’s helpful to do is to practice clicking around on the various
tabs. You can click on the Ads tab, for example.
It might take some time before the ad is approved, but eventually, you’ll want
to come back and look at how things go.
Don’t worry about this too much. After your campaign runs a day or two,
come back and look and see how things are going.
Here we’re looking at the start—before any data has been generated, before
the ad has run, and before anyone has clicked on the ad.
What you’ll be interested to see is how many clicks there are. The Impr
column is Impressions; try clicking on its question mark, as well as on the CTR
question mark, to explore what they mean.
Impressions estimate how many people glanced at your ad, whereas Clicks are
what you pay for.
Accessing a Campaign and Ad

If you get lost, sign in to AdWords and click on the Campaigns tab:
(If you don’t see it, click on the Campaigns or All Campaigns link at the top.)
Then click on the Keywords or Ads tab:
The Ads tab will show you whether your ad is “pending review” or not. An
ad may be pending review for an hour or a day; it’s hard to say. Generally this
process is fairly quick. It just depends.
Pausing a Campaign
In the Ad area, you can click on the green dot’s drop-down menu next to an
ad and pause it.
Chose the Paused option:
The ad will then show up as paused:
Click to enable it again. Try it!

You can also pause an entire campaign.

Campaigns: The biggest “container” for ads.
Ad groups: Within a campaign, you can have several
ad groups. Various ad groups can target different web
sites, languages, people, etc.
Ads: Within an ad group, it’s common to create several
ads, to try out various headlines and descriptions, and
you can look back and see which worked best. An
ad group shares keywords, so another purpose of
ad groups and sets of ads within them is to focus on
particular sets of keywords.
Settings
The Settings tab is the place where you can adjust options like when your
campaign ends.
Click on Settings, then click on Advanced settings. Click + or – sign next to

Schedule: Start Date to expand the area if you don’t see the section below.
When you see the section, click the Edit link by the end date:
Conclusion
Dear Reader,
You made it through this quickstart section. Congratulations!
Thanks for checking this out. If you like, join the AdWords 101 LinkedIn group
(www.linkedin.com).
I also recommend checking out http://www.google.com/adwords/beginners
guide/en-US.
Cheers,
—Todd
CHAPTER
Launching a
Campaign
This chapter takes a closer look at planning and launching a simple ad campaign,
and reviews some of the related options in AdWords.
Planning the Ad
The first step I take when planning an ad is to look at the content on the
page and site. In most cases, you will have an entire site, with various kinds
of content that you send people to using an ad. You might even create a new
page, or a microsite, with a specific message as part of a campaign.
This is a simplified example, and I’m approaching it from the standpoint of
thinking about what kinds of things to put in the ad itself. I’m basing that on
the page content.
To plan an ad, you can go into AdWords and create a new ad. If you don’t
want to go to the trouble of having to create a campaign, etc., you can use a
“prototyping” tool. There may be better ones out there, but I made a simple
here: http://tinyurl.com/adwords-proto.
© Todd Kelsey 2017

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38 Chapter 3 | Launching a Campaign
It allows you to enter the text and it has the character lengths built-in, so if
you go over the limit, you can edit and change things.
Last minute news flash: Also try this tool: http://www.blastam.com/

expanded-text-ad-preview-tool/.
As an exercise in planning ads, begin by looking at your target—the area
where you are planning on “pointing” your ad, as well as the site, page, or
product you are planning to advertise. I recommend using a web site or blog
and considering what kind of value proposition you can share about the site.
Take notes on unique things about the site, such as features, price, etc. Things
people might want to know about. If you need an example, you’re welcome to
use www.rgbexchange.org.
Use Google to look at how other people communicate their value propositions.
I recommend trying to make three different ads that point to the same site.
Try the tool and techniques mentioned previously and write the text of the
ads before going into AdWords.
Don’t Forget Google

Google also has a nice article that can help you get started, which includes
a short video. It’s available at: https://support.google.com/adwords/
answer/1704392?hl=en or http://tinyurl.com/writingadwords
Creating the Campaign

To create a campaign, sign in to AdWords and choose Campaign.
Choose Search Network Only.
Choose All Features:
Enter a campaign name that you can easily remember:
Confirm the location you want to target. Google will guess for you, but you
can always change it. Remember you can click on the little question mark.
Bidding and budget is an important area. Remember to click on the question

marks for more information!
Start by setting the bidding to Manual CPC (cost per click). If you plan to
actually run a campaign, I suggest a daily budget of $5 and a default bid of
$1. Remember that you can create an entire campaign with multiple ads,
experiment with keywords, and then pause the campaign, if you just want to
learn. At some point I recommend actually setting your campaign in motion.
If it isn’t clear yet, one point to keep in mind is that when you set your budget,
it’s just the maximum; it doesn’t necessarily mean you’ll spend that much
money. When you are using the CPC (cost per click) model, you’ll only spend
money when people actually click on your ad. Remember to be aware of your
daily budget.
If you are a beginner, don’t worry about ad extensions at the moment. When
you have time, take the tour or click on any other link you can find such as the
question marks, to find out more about ad extensions.
Choose the Start/End Date and Schedule

Okay, time to wake up! This is a very important section.
You need to be certain that you click on the schedule link, because you want
to make sure that you consciously choose a start/end date and a schedule.
If you don’t, Google will be glad to gobble up your bank account on an ongoing
basis. Until/unless something changes, the default setting is for there to be no
end date.
Todd: “Naughty Google!”

Google: “Who, little old me?”
To remedy this situation, just click None:
Then click in the field and choose a specific end date.

Ah, much better. This is one of the most important things to remember.
(That’s why I’m repeating myself!)
You can skip over ad delivery and demographic bidding, unless you want to
explore them. When you’re ready, click the Save and Continue button.
Congratulations! You’ve created a campaign. Now you’re ready to create

an ad.
Creating an Ad
The first thing you do is choose a name for the ad group.
You’ll probably want to click on the Learn More link as well.

Enter one of the ads that you created during the planning stage.
Use this example for practice:

Final URL: www.rgbexchange.org
Headline 1: Learn about 2nd Gen Donations
Headline 2: Visit the new RGB Exchange
Description: Come and see what is like to treat
donations like investments, in a portfolio
Keywords
The next stage is to choose keywords; these are simply the words you think
someone will type in when they search on Google, in which the product/page/
message you have is relevant to their search.
Although it’s good to try a lot of variations, it’s also important to remember
that the “scattergun” approach is not necessarily the most effective. You want
to choose keywords that have the most direct and relevant connection; that
is, if someone types them in, they’re most likely to find your site.
Another key point to keep in mind is that live humans aren’t the only ones
doing this. Google is also checking on relevance. Google assigns a “quality
score” by checking where you’re sending people to and determining how
relevant the content at your site is to the keywords. The more relevant the
content, the better the quality score, and the better “position” your ad will
have. Ad position is set by a number of factors (including your bid).
Suffice it to say, go for relevance.
Think of keywords that relate to the site or product you are promoting. Try
to come up with 5-10. If you are following the example, take a look at www.
rgbexchange.org and think of keywords related to non-profits, charities, or
questions people have about donations.
You can also use the AdWords feature has for suggesting keywords.
On the right side of the keywords area, you can click Add next to suggested
keywords:
You can also click on the -/+ icon in the upper left to open and close categories:
When you enter your final URL, Google will scan the site and come up with
suggestions. Try to come up with a few on your own, and then try adding
10-20 keywords from the suggested area.
Your list might end up looking something like this. You can then click on
Estimate Search Traffic:
The results depend largely on what keywords you chose and what your bud-
get was. In this case, the budget is 329/day because it is a Google grant, where
Google provides ad budget for qualifying non-profit organizations, starting at
329/day.
The Average CPC is an attempt to estimate what the cost per click might be.
If your potential cost per click is .80 cents, and your daily budget is $5.00, you
can get six clicks per day (6 x .80 = $4.80).
In this section, Google looks at how much traffic there is for actual keywords.
Remember, there has to be people out there searching for a keyword in order
for Google to actually display your ad. Then it has to have a high enough bid
to display (you just have to try), and it has to be compelling enough for people
to click on. But it’s doable, and millions of people click on ads every day.
When you’re ready to go, click Save Ad Group.
Congratulations! You ad has been created. Most likely you will be returned to
the keywords area in that ad group.
Ads and Keywords: They All Get Clicks

One of the important things to understand about AdWords is that in addition
to looking at the performance of ads, you get to see how individual keywords
perform. Some or all of the keywords you choose might get clicks, and that
determines how many clicks the overall ad gets.
The process of optimization and monitoring performance is partly a question
of looking at what worked and what didn’t, so when your campaign is running,
each keyword will perform differently.
Some keywords might get more clicks than others.
Reviewing Your Keywords

Even before your ad officially launches, you can get some idea of what’s going
on with keywords. You might see messages about quality score. It might also
alert you to the fact that at your current bid, the ad might not show on the
first page. It doesn’t mean people won’t see it, but they won’t see it on the first
page of the search results.
Notice in the previous graphic that the first page bid estimate for the keyword
phrase “list of non profit organizations” is $2.79.
To place these ideas in context, if we go to the Google search page and look
at the paid ads on the right, we can guess that the advertisers on the first page
are willing to pay as high as $2.79 per click.
At the bottom of the page of Google search results is the link where you can
go to the next page:
On each page, there is less competition because fewer people view the pages.
Now we return to the previous screen:
When a keyword is below the first page bid, that doesn’t mean it won’t display.
It just means that based on the maximum bid that you’ve placed in AdWords,
the ad is not likely to display on the first page of returned results.
■■Tip Google’s keyword tool is nice to explore and it that can help you try out different scenarios
for keywords. Check it out at http://tinyurl.com/googkeywordtool.
Conclusion
Dear Reader,
Congratulations on making it through the chapter!
If your head is swimming, the best advice I can give is not to worry about all
the possible details and options. Just concentrate on trying the options that
I’ve highlighted. Create an entire ad, breathe a sigh of relief, and launch back in.
Remember to pay attention to your budget and set the start/end dates.
The next chapter takes a closer look at monitoring a campaign and checking
performance.
Best wishes in your digital adventures!
Cheers,
—Todd
CHAPTER
Monitoring a
Campaign
This chapter looks at a live campaign, and I show you how I monitor it once
you’ve set it in motion. Along the way, you’ll learn more important concepts.
The way I monitor my campaigns is not the only way to do it, but it works
for me.
Setting the Report’s Timeframe

Whenever I check on a campaign, the first thing I do is set the timeframe.
When you get in the habit of doing this, you’ll find timeframes that work for
you, such as looking back at a week or a month. There’s no right or wrong.
Sometimes you’re looking for trends to get a general sense of how things
are going. In other situations, you may be reporting to a client. If you were
reporting on a weekly basis, you could go in on Mondays and look at what
happened during the previous week and then create a report for your client.
To change the timeframe of your report data, go into AdWords and click on
the date range drop-down menu in the upper-right corner.
© Todd Kelsey 2017

DOI 10.1007/978-1-4842-2848-7_4
54 Chapter 4 | Monitoring a Campaign
There are a number of default, common options, as well as a custom option at

the top, which allows you set a specific range.
At the beginning of a month, I look at the last month to see how things went
in the big picture. In this case, I’m looking at clicks.
Different timeframes enable you to look at trends and patterns. It can be

helpful to look at a few months’ worth of data, in order to see any patterns.
Are there certain times of the week, for example, that seem to generate more
(or fewer) clicks?
I also look at the previous seven days of data, especially when I’m reporting to
a client on a weekly basis:
I commonly use the Custom feature, because I am not always checking

AdWords the same day each week. In order to keep track of things, you can
create a spreadsheet and track the last time you checked AdWords for a
specific client. Then, the next time you check, you can look at the data from
that date to the present.
For example, go to the drop-down menu and select Custom:
It displays a date range.
To set a custom date, you click on the first field (such as 8/8/16) to get the cal-
endar to come up. Let’s say that it’s August 20, and the last time you checked
the account was August 1. If you want to look at how the campaign went from
August 1 through August 19, you click on the left date field and, on the little
calendar, you select August 1:
The starting date is reflected in the drop-down menu. You can click on the
date field on the right, the “ending” field (such as 8/14/16), to set the end date.
In this example, we click on August 19. The tiny < and > arrows at the top of
the calendar allow you to flip through the months if you need to.
If you’re setting a custom date range, click the Apply button after you choose
the end date.
Setting a timeframe is an important step, and you’ll see it again and again. It’s
also an important mindset to have. One of the first questions you should
ask yourself when looking at AdWords is, what timeframe am I looking at?
Sometimes I forget to set the timeframe and at first glance, I’m confused by
what I see. Then I realize that AdWords is just displaying the data I last looked
at and I remember to set the timeframe.
If you haven’t done so already, I invite you to adjust the timeframe in AdWords
to look at various date ranges. Click on everything you can, change it, play
with it, and just to get used to it. Explore AdWords! Remember to click on all
those little question marks wherever you see them.
■■Tip Sometimes in order to remember to check AdWords, I sign in to Gmail (I highly recommend
making it your primary e-mail address), then I go to Google Calendar (calendar.google.com)
and create an event called “Check AdWords”. I set the event to repeat and add an e-mail
reminder. That way, on a weekly basis, I get a reminder to check AdWords. Maybe you’re good at
remembering, but these reminders are really helpful for me!
Clicks and CTR

Google—it’s money for nothing and your clicks for free.
Well, I wish it was that way, but it isn’t, so here we are. Someone’s paying for
the clicks. This is another reason to make sure you’re checking not only how
many clicks you get, but also the CTR (click through rate).
Basically, it’s a matter of how many people click on your ad. Let’s say that your
ad has 1,000 impressions. That means that in theory, 1,000 people saw it. Now
the question is, how many people actually clicked on it? If 10 people clicked on
it, that would be 10/1000 = 1%. That is the click through rate.
The CTR is an indicator of how well individual ads or keywords are performing.
Generally speaking, when I’m looking at a campaign, I take a general view. That
is, I look at the campaign level.
When I’m looking at campaigns, I look at the clicks, and then I switch to look-
ing at the click through rate. If I were last looking at clicks, I would see the
following graphic. Then I click on the Clicks drop-down menu:
Then I choose Performance, and then CTR:
AdWords will show me the CTR—the overall click through rate.
I’m looking for how well it’s doing. Is it okay? Is it going up? Is it going down?
This is a situation where I’ll often select different timeframes. If I was looking
at a month’s worth of data, I might switch to look at two months of data, to
get a larger picture.
If I was looking at July 1-July 31, for example, I might switch and look at June
1 – July 31:
You can think of some of this as “zooming in and out” on the data, where
you’re looking at the information and forming an impression. I do more of
this—look at different timeframes, different metrics (CTR, clicks)—when I’m
trying to get a general sense of the campaign. When I’m reporting, I usually
choose a single timeframe and metric to follow and often take a screenshot of
clicks and CTR for the last week or month, for example.
While I’m looking at the data, in addition to the handy graphs at the top of
the screen, I’m also looking at the summaries. In this case, you can see how
many total clicks there were in that two-month period, and you can see the
average CTR.
From that graphic, you can see that the General campaign is the main one—
it gets most of the clicks, and it has a higher CTR. I put more effort into
that campaign—it has more ads and the keywords have been optimized. The
Global Recruit campaign is newer, with fewer ads and less optimization. It also
targets a slightly different audience, and the keywords aren’t pulling in as many
clicks. The CTR is lower, but that’s not necessarily a problem. Together, the
average CTR across both campaigns is 2.11%. This is a respectable number.
On that note, there is no perfect CTR. Different industries have different
benchmarks. Generally speaking, 1%-5% is good, but the more important
aspect to work on is improving the CTR. That can be done through keyword
research, as you’ll learn in another chapter, or writing more ads to try different
approaches.
For a learning experience, try searching for these phrases to see what you get:
• AdWords industry benchmarks for CTR
• AdWords what is a good CTR?
• AdWords how do I increase CTR?
Bookmark some of the links and read all you can. Don’t be afraid to use
Google often to learn more about how to do better at some feature or
technique in AdWords. There are a lot of resources out there, for sure.
General to Particular: Campaign to Ad to

Keyword
I review performance from the general to the particular, starting at the cam-
paign level, then review the ads, and then look at the keywords. In most cases,
when I’m reviewing a campaign, I start looking at the campaign level. It may the
last view that AdWords remembers from when I last logged in; otherwise, I’ll
click on the Campaigns tab to get there.
When looking through campaigns, ad groups, ads, etc., it’s easy to lose track of
what “level” you’re at. That happens with me; it might happen to you. To find
your way again, go to the top of the screen to the Campaigns link, to get back
to the highest level, and then “drill down” to the appropriate level.
After clicking on the Campaigns link, I click on the Campaigns tab if I’m not
already there:
Then, I look at the individual campaigns. To look at a campaign, click on the

campaign’s name:
Google displays where you are at the top of the screen. At the Campaign
level, you are shown any ad groups you have, and you can look at information
just for particular ad groups if you like. Ad groups are a way to create ads
and keywords that are closely related, to help you focus and ideally get more
clicks, with a higher click through rate.
After looking at the high-level information about a campaign (and possibly

choosing different time ranges to see the information on a campaign for differ-
ent periods), the next thing I typically do is look at ads. You do this by clicking
on the Ads tab.
You can see the performance of individual ads, such as the amount of clicks a
particular ad is getting relative to others, or the CTR of one ad versus another.
In the following view, there are only two ads. This is because I did try more
ads, different variations of text, and so on, but then over time these particular
ads seemed to generate the most clicks and have the highest CTR.
After looking at the ads, I switch over to look at performance of individual

keywords by clicking on the Keywords tab:
In some cases, this might be where the most “pruning” takes place, where
you try a number of keywords and remove ones that aren’t performing as
well. I regularly take a look at keywords and re-rank the view, meaning I click
at the top of a particular column and rank the results based on that item,
such as CTR.
In this case, the ads are displaying with the lowest CTR first (.94%, for “stock
investing”). This list of keywords also started out much longer, but with prun-
ing, most keywords have already been removed that had less than 1% CTR.
But I want to re-rank the results, so I click on the CTR column:
The keywords are now ranked with the highest CTR first, which in this case
is “live stock quotes” at a CTR of 7.55%.
You can also rank the keywords based on the number of clicks. (Remember,
when you’re exploring, to click on all the little question marks! Question
mark? Click on it!)
In this view, I see that even though it doesn’t have the highest CTR, the key-
word “stock market” has generated the highest number of clicks for the
period of June through the end of July.
Basically, you can think of reviewing a campaign’s performance as taking a

stroll through the grounds of the estate you’ve created, and if it makes sense,
you could think of AdWords as a big garden, where you are trying different
things—planting things and hoping they grow and produce results. Some areas
will do better than others. The more attention you pay, the better things will
do, and sometimes you need to try new things, different things. Sometimes
you need to prune, trim, and remove things that aren’t working.
AdWords is a garden!
Reporting
When you’re managing campaigns, it’s common to take a deeper look at
various aspects of the campaign, and then depending on your client, colleagues,
or manager, you report on a particular subset of what’s going on. It is an
educational process. When you explain more about how AdWords works
to other people, they might be interested in more detail. But at a high level,
reporting can be as simple as a single screenshot.
If you are reporting regularly, a typical option is to choose a weekly snapshot
to report on how things are going. Reporting can also help you develop a
strategy. You think of new things to try and then report on how things went.
There’s no right or wrong on how often to report, but reporting weekly
and indicating a strategy for improvement on a monthly basis is a common
approach.
I report based on how often clients want to hear from me. Generally speaking,
most clients want to hear about how things are going on a monthly basis.
Sometimes I take a screenshot and insert it right in an e-mail; in most cases
clients are fine with that. In other situations, reporting is more formal, such
as placing screenshots or charts in an MS Word document along with
commentary, and then perhaps including a few sentences as an executive
summary.
To provide screenshots, I use Snagit, which I highly recommend. Other
alternatives include the Snippet tool in Windows and the built-in screenshot
capability in MacOS. One reason I like Snagit is because it’s easy to edit
screenshots and add text or arrows (I use it in this book).
I often end up setting the timeframe to a month and take a screenshot of the
clicks for that month. Then I add a few relevant comments:
Then I include the numbers, or even a screenshot of the portion of the screen
with the most relevant numbers:
Some clients like to know how the current time period compares to the last
time period, such as this month compared to last month. You can set the
timeframe for the previous month, get the numbers, and comment on how
they went up or down. You can also set the timeframe for both months and
show the differences in a screenshot.
To start out, I recommend keeping it simple. In general, I recommend playing a
bit with each of the areas mentioned in this chapter. After you have a week’s
worth of data, try reporting on that week.
Conclusion
Dear Reader,
You learned some of the ways you can look at information and monitor your
campaigns. The next chapter takes a closer look at keywords, which are a
critical part of creating a new campaign. They provide you with an opportunity
for enhancing a campaign that’s already in motion.
Best wishes in working with campaigns using AdWords!
Cheers,
—Todd
CHAPTER
Keywords
This chapter explains how to research keywords so you can determine the
ones that offer the best value for your ad campaigns. We also look at how
you can adjust keywords, let Google pick additional related keywords, or limit
that capability.
Getting Used to Creating Keywords

If you are intimidated by the idea of choosing keywords, or find terms like
CTR and impressions confusing, I’m here to help. Being a numbers person can
help, but you don’t have to be a one to use AdWords. For example, look at me.
You can see on LinkedIn that I’m a professor of business, and I teach digital
marketing courses (http://linkedin.com/in/tekelsey—you’re welcome
to invite me to connect with you). You might think that I’m a numbers person,
right? Not! I’ve learned what I need to know about numbers, but not so long
ago I was a professional musician with a past life in rock ‘n’ roll (http://
tinyurl.com/sistersoleil). I guess what I’m saying is, if I can do it, you can
do it. After trying things out, you will get the hang of it.
When I started out using AdWords, I only tried maybe 10% of the available
features. I mastered the basics to get going and then I gradually learned new
features. In some cases, as you’ll learn in this chapter, Google will offer you
opportunities to learn about new features, right within the program. Google will
analyze your campaign and come up with suggestions for things you haven’t tried
before, such as suggested keywords. Even if you never read another page of this
book and only used the program (and clicked on all the question mark icons) and
at least read and followed Google’s suggestions, you will come a long way.
© Todd Kelsey 2017

DOI 10.1007/978-1-4842-2848-7_5
68 Chapter 5 | Keywords
Back to numbers—if you’re a numbers person, great! I’m more of a words

person. The reality is that if you’ve ever searched on Google, in some ways,
you already know about keywords. That is, without even thinking about it,
you’ve typed in things you’re searching for, you’ve looked at Google search
results, and chances are you’ve clicked on an ad from time to time, especially
when you were looking for information about products or services.
At this point, take a deep breath. If you haven’t do so already, take a minute
to watch this excellent video by Matt Cutts of Google, titled “How Search
Works.” It helps give a sense of how things work on Google.
You can access it at https://www.youtube.com/watch?v=BNHR6IQJGZs or
http://tinyurl.com/howsearchworks.
Another thing you might want to do to practice understanding how keywords
relate to ads is to try a few more searches. Pick a web site or web page,
anything really, go look at it, and then imagine what kind of keywords people
would type in if they were trying to find that page.
For example, you could go on Amazon and search for “Todd Kelsey social
media marketing” and find the page that has my Introduction to Social Media
Marketing book.
Then, try imagining what you’d type in, or what you think people might type in,
to find that specific book. Also, what kind of keywords would I want to use if
the searchers didn’t know about the book, but might be interested in buying it.
These are the two scenarios to about in relation to keywords:
• Situations in which people know about a product, brand
name, or organization name
• Situations in which people are interested in a general
type of product or service. You think of categories your
web site fits into, which will help you think of keywords.
In the first example, you can type in something like “todd kelsey casa social
media marketing” and you’ll probably see something like this.
What I see is that there aren’t any ads that are running for the book, at least
on the first page of search results. But there is an ad running for a product
called Marketo, which is a marketing automation platform. Nothing to do with
me. What happened is that Google picked up the part of the search, “social
media marketing,” and the company Marketo is bidding on that search term.
By the way:
Search term = Search query = Search phrase = Keyword
They all mean basically the same thing. Now back to Marketo. They sell an
expensive marketing automation platform. At the moment, they happen to
be casting their net wide on Google and using AdWords, with among many
others, the keyword phrase “social media marketing”. Even though it was only
part of my search phrase, Google (and Marketo) thought I might be interested.
It’s something to remember.
If you look at the search results in the previous graphic, you’ll see that the
book does appear. However, the search result that is a direct match, in this
case, is an organic search result. The top page is understandably on Amazon.
So in this keyword example, a very specific search query like “todd kelsey casa
social media marketing” leads to a pretty specific result. If I were running an
ad, it would be okay to use that keyword, but not super critical, because the
organic search result is on the first page of results anyway. Keep in mind that
Marketo’s pockets are far deeper than mine, and many companies bid on the
phrase “social media marketing,” so the price it would take to get an ad on the
first page of results is probably not worth it to me.
Let’s move on to the second scenario. I need to imagine keywords that would
represent my book, whereby the searcher doesn’t know about the book but
might be interested in it if they did know. In that case, what topics or phrases
would be appropriate to advertise my social media marketing book?
I rarely include written exercises in my books, but here we go, there’s always
a first time. Write down 3-5 phrases. These are phrases you could imagine
someone typing in who might be interested in a book called Introduction to
Social Media Marketing (Apress, 2017).
Okay, go!
_______________________________________
_______________________________________
_______________________________________
_______________________________________
_______________________________________
_______________________________________
Need a hint? What topics does the book cover? Maybe these:
social media marketing, learning social media marketing,

intro to social media marketing
Try some of your keywords or use one of these hints and see what type of
ads do come up.
Chances are your results will look something like this:
There’s that persistent Marketo again. There are a few big companies that
an independent book author can probably not compete with based on the
likely competition and bidding for those clicks. But the point is, if I wanted to, I
could—it’s open bidding season. There might be other, cheaper keywords that
would work as well.
What’s an AdWords learner supposed to do? Wouldn’t it be interesting to see
behind the scenes and know how much the clicks are going for? Remember,
anytime someone clicks on a Google ad, someone is paying money. If it’s an
organic search result, it is just SEO (search engine optimization) at most and
Google simply crawls the entire web classifying web pages.
SEM (search engine marketing) and SEO (search engine optimization) are
closely tied together and both are important. You know they’re tied together
because they are both based on keywords. In one situation (AdWords), you pay
for clicks. If your product is returned as an organic search result, you either
got lucky, because the quality of your content was good, or you did some
search engine optimization—or both.
Generally, as you think about keywords, your goal is mainly to get as high a
rank as possible, that is, to appear on the first, second, or some such page of
search results. (Of course, the more pages people have to click through to get
to your search result or ad, the less likely it will get clicks.)
If you’re willing to pay the price for the click, you can jump to the top of the
list and have your ad appear on the first page of search results. There may be
competition, which will drive the price higher, or you may get lucky and there
is little competition.
The other aspect of search ads, or search results, to keep in mind, is search
volume. There is a certain amount of demand for every keyword, from none to
extreme. The more people type in a keyword, such as Olympics Rio, the more
volume there is. Conversely, you might have a great keyword to represent your
product, such as:
joe’s skateboard sticker kit rad gnarly neon dayglo

starburst concrete warrior 10 pack
There might be very little competition for this phrase, and the price per click
might be low, but is there much search volume? Is anyone actually searching
for that very long phrase?
The point is, you can put all the pieces together, but you still need to have
people searching. Like when you set your budget and set the maximum you are
willing to pay per click—that doesn’t mean you are necessarily going to use up
your budget. The only way you use your budget is if people click on your ad.
The only way that happens is if there’s search volume. That is, people are out
there searching for exactly the phrase you’re bidding on, or something similar.
One final point—remember when you were creating ads? Did you take the time
to look at the Google article about writing effective ads? You definitely should.
The other aspect you need in order to get a response out of people, even if all
the stars align—is good content. This is true even if you have your ad, keywords,
cost per click, and everything nailed down. There are people out there searching
for that phrase. People see the ad. But the ad still needs to be compelling.
Dealing with AdWords is like putting a recipe together. It’s not any individual
ingredient that makes the cookie—it’s all the ingredients together, and they’re
all important. The quality of the ad is important, which includes how relevant
it is to someone who is searching, how well it is written (which is why it’s
important to read Google resources and other resources on making effective
ads), and how compelling the value proposition is. Is the item or service or
web site unique in some way? Is there something you can brag about? Is there
a discount or sale? All these things factor in. If the cookie looks good, people
might eat it. If the ad looks good, people might click on it.
It’s all about the clicks.
Wouldn’t it be interesting to know behind the scenes about how much search
volume there is for the keywords you’re thinking about, how much competition
there is for those keywords, and maybe how much the clicks cost? Well, lucky
for you, AdWords has a feature you can use to figure out some of those things.
It’s called the Keyword Planner.
Welcome to AdWords Keyword Planner

To access the Keyword Planner, log in to AdWords, go to the Tools menu, and
select Keyword Planner.
The Keyword Planner has several sections, and this section focuses on the
first two, where you can find new keywords and get search volume data.
Be sure to check out “How to use Keyword Planner,” which you can access in
the same area, or via these links: https://support.google.com/adwords/
answer/2999770 or http://tinyurl.com/keyplanner.
Getting Ideas
To get keyword ideas, click on Search for New Keywords Using a Phrase,
Website or Category and review the options.
In general, you are entering some descriptive information—such as a type of

product or service—to give Google some starting information. You can also
input a web site or a specific page you are directing the ad to, so that Google
can scan that specific page for keyword ideas.
Further down there are additional options, which you can skip for now.
You could enter something like “digital marketing training”:
When you’re ready, just click the Get Ideas button:
Google will then give you some ideas, based on what you input. It will show
information about the average monthly searches, including how much compe-
tition there is and what the bidding is going for. Remember to click on all the
little question marks!
Don’t be alarmed about the click price. There is an art and science to making
AdWords “work” and hence this is where some of the competition comes
in, especially when you are selling products. A company ends up deciding
something like this:
1) We think we can get x number of people to click on an

ad at a particular rate per click.
2) Of those people who click on the ad, we hope that some
of them buy the product.
The simplified goal is to have a formula in which you are assuming that you
need to spend money on advertising, and you expect to generate enough sales
to cover the cost of advertising and make a profit.
Important Pause
Let’s pause to consider this very carefully. This is the heart of Google, and the
reason that Google makes $60 billion a year. Way back in the beginning of this
book, we talked about return on investment (ROI) and about being able to
track the impact and effectiveness of advertising. When you get down to these
formulas, determine the cost per click, and track the impact, this is the magic
of “trackable digital advertising”. To review, it used to be you’d spend money
somewhat wildly, advertising wherever you could, and hoped that people buy
your products, but it was hard to know exactly how much revenue resulted
from a particular advertising campaign.
But with Google ads, you can track exactly how much revenue you are making
from an ad.
Google helps companies all over the world make billions and perhaps even
trillions of dollars, with the confidence of knowing how effective their ads
are. When you think of that formula, in the old style of advertising, you had
to invest and then hope for the best. But when you are tracking ROI, you can
invest and then know what works and what doesn’t.
You might try a number of different keywords, ads, and approaches, and then
find that you spend $1000 on an ad campaign, for example, and you know that
$2000 of revenue results. That’s valuable information to have.
Okay, now back to our regularly scheduled programming!
If you scroll down further on this screen, you get more ideas for keywords:
Google scans your site and listens to the information you’re putting in. It
comes up with suggestions. It also has an Add to Plan button (the >> button
on the right), that acts like a shopping cart for keywords.
Just for perspective, many keywords fall into the .50 to $3.00 range, but the
higher the price of the item, the more competition there is, and the higher the
cost per click is. In the case of digital marketing, what is driving the cost per
click up is that there are companies who want to sell higher priced services—
such as software that costs several thousands of dollars a year, or courses that
cost as much—so a book will have a hard time competing. It’s just how the
economics work.
Don’t worry too much about the financial side. It’s helpful to be able to talk
about the power of digital marketing in terms of how it compares to other
forms of advertising.
Search Volume
Search volume is another really interesting metric that you can look at.
Remember the skateboard stickers? You might have a product or web site or
keyword idea, and it would be helpful to know if people are actually searching
for it. You can go into the Keyword Planner from the Tools menu:
This time, click on Get Search Volume Data and Trends:
In this case, you can just enter your keywords and then see how many searches
are there:
There are some additional options, but for now, I recommend ignoring them.
If you like, try thinking of a few keywords and then enter them as a test:
Then click Get Search Volume:
Google will show you the average number of searches, how much competition
there is, and a suggested bid range.
Now, I’m going to ask you to do something on this area of the screen. Can
you guess what it is?
You guessed it! Click on all the little question marks!
This is valuable information, and it can give you an idea of how to set your
bidding, what your budget might be, and if you’re selling products, to have
information that could give Google a general idea of what the breakeven point
might be.
In some cases you just have to try it and see what happens. But if you’re
particularly interested in the e-commerce side of AdWords, you’ll want
to look at conversion tracking, which tracks which ad clicks result in actual
purchases. To track conversions, you enter a code that Google gives you. You
can then track how much revenue results from particular campaigns, ads, or
even from certain keywords.
When you have the conversion tracking in place, you can calculate how
effective your ads are. For example, you spend x amount on the campaign, and
it generated y amount of revenue. That’s the power of conversion tracking,
and when you get rolling with it and look back at keywords and bidding, you
can generate a formula for an acceptable click price. You’ll start to see of the
100 people who click on an ad, how many actually make a purchase. That’s
known as the conversion rate.
The bottom line is it helps to drive a lot of business, and it’s an important issue
for any company.
On a related note, if you are selling a service instead of a product, you might
want to generate leads instead. Tracking the impact of advertising in this case
is trickier, but it can be done. You might not track how much revenue is
generated from an e-commerce purchase, but a business can still determine
how valuable a lead is. It’s a bit like a set of clicks when you’re selling a
product—of an x number of clicks, y of them result in a purchase. When
you’re talking about a service and about generating leads (people who might
be interested), you’ll have a “pipeline”. You can then determine that if you
get 100 leads, how many people will generally end up buying the service. You
can then develop a similar formula, called the conversion rate, and be able to
estimate how much each lead is worth. (whereby a salesperson might follow
up with a lead). Based on how much the lead is worth, you get a sense of
how much you can spend on getting clicks and new leads. That can help when
you’re looking at keywords and figuring out a budget.
Again, the best plan of action sometimes is simply to launch into it, try it, and
look at the results. As with just about any topic in this book, there are a lot
of resources out there, and you can Google a lot of good articles. Search for
phrases like “conversion tracking with AdWords” or “setting up a lead pipeline
with AdWords” and so on. There are a lot of good books and webinars, as well.
I don’t want to scare you off with financial talk, but in the nitty gritty of
keywords and bidding and cost per clicks, it’s helpful to understand how
important it all is. AdWords is a really important tool, and congratulations, it’s
a really important skill. Welcome to the party!
Activity
To get your head around some of these concepts and specifically the tools
we cover in this chapter, I invite you to consider that you’re working on a
campaign for a client, and coming up with ideas. Try making a “search analysis”
with suggested keywords for a web site. Pick a web site or product and do
some research on keywords.
Sometimes AdWords is an individual activity, in other cases it is a collaborative
process. If you are doing this for a client, sometimes they just want you to do
your thing and let them know the results. Other times it can help to make a
proposal and show that you’ve done some thinking. In either case, I suggest
doing a little keyword analysis. Come up with some ideas and use the Google
Keyword Planner to get a sense of search volume, competition, and the cost
per click. You can share this information in a table, in screenshots, or however
you like. Do some research and then present your options as you researched
them, in a professional format of your choosing.
Conclusion
Dear Reader,
You’ve taken a valuable dive into the world of keywords and clicks, including
looking at how much they cost and how keywords relate to people’s searching
habits. Is there a lot of demand for just about every kind of keyword? You bet!
Are there still some keywords to be unearthed in which the cost per click is
low, competition is low, and it’s a good deal for you? Certainly! Doing keyword
research is a helpful thing to know and practice.
In the next chapter, we take a closer look at some strategies for working with
campaigns.
Best wishes with keywords!
Cheers,
—Todd
CHAPTER
Campaign
Strategies
This chapter walks through a few helpful campaign strategies, including how
to use Google’s built-in Help function and its automated suggestions that can
come up with ideas for your campaigns.
Getting Help
It’s really important to remember that Google support is only a click or a call
away. It’s a great way to get free education, free assistance, anything you need.
Google will also automatically scan your campaign, and after it’s running for a
while, you might see an alert where it identified some ideas for keywords. It’s
all optional, but reviewing their suggestions can be a good way to learn.
When you’re signed in to AdWords, you might see something like this:
There might be a little preview message and the little bell icon (notifications)
might have a red exclamation point next to it. We’ll come back to that later.
© Todd Kelsey 2017

DOI 10.1007/978-1-4842-2848-7_6
82 Chapter 6 | Campaign Strategies
Use the gear icon directly to access help. You might need to write your
customer ID down (mine doesn’t display here because I removed it from
the image):
One particular point about this graphic I want to highlight is the toll-free num-
ber. (It might be different for you in your AdWords.) I definitely recommend
putting it into your mobile phone so it is easy to call.
My experience has been that the hold times aren’t very long, and you can
always put your phone on speaker until someone answers.
If you click on the Help link, a window opens (try it):
This is pretty cool. I’ve never actually tried a video call but that might be
interesting. During business hours you can choose the live chat option. I often
go with that because you get a more immediate answer than e-mail. But the
e-mail option is nice too if it’s not urgent and you have a general question
about something (and you might even like to procrastinate about fixing it).
Support E-Mail
This section looks at a support e-mail. As an example, I asked a general
question about a campaign, and I pulled an excerpt out of the response. I
suggest reading through it once, and then we’ll break it apart. The context is an
ad campaign for www.armyav.org and the support person is recommending
some specific things to try in this campaign, as well as sharing some basic
campaign strategies. The point is you might want to try the support route to
see what kind of suggestions they come up with, and as a learning experience.
I see that your ad in ad group is related to the history of the American

military. It has always been recommended to have 4-5 ads in an ad group
to see the performance of the ads. The ones that are not performing you
can pause and then create new ads to replace them. Additionally, an ad
group should have tightly themed keywords to increase relevance. As of
now, I see that your keywords are related to your ads; however, current
keyword match types may get you irrelevant clicks.
The Keyword Matching option is a setting for each keyword that helps
control how closely the keyword needs to match a person's search term
in order to trigger your ad. As of now, you're using broad match keywords,
which means the system allows your ad to show for searches on similar
phrases and relevant variations, including synonyms, singular and plural

forms, possible misspellings, stemmings (such as floor and flooring), related
searches, and other relevant variations.
• Example: History army
• Searches that can match: History channel, army equipment, army games
However, using Phrase Match allows your ad to show only for searches
that include the exact phrase, or close variations of that exact phrase,
with additional words before or after.
• Example: “history of army”
• Searches that can match: history of army, our history of army, what is
our history of army
Hence, I suggest you add more relevant keywords and consider using
Phrase Match to improve the accuracy of your ads. Rest assured that you
do not have to create different ad groups for different ads and keywords.
Okay, now I’ll comment on this and maybe point out a few things:
I see that your ad in the ad group is related to the history of the American
military. It has always been recommended to have 4-5 ads in an ad
group to see the performance of the ads. The ones that are not
performing you can pause and then create new ads to replace them.
Additionally, an ad group should have tightly themed keywords to increase
relevance. As of now, I see that your keywords are related to your ads;
however, current keyword match types may get you irrelevant clicks.
They are highlighting the best practice of trying multiple ads. You create 4-5
ads in an ad group, let them run a week, for example, and then check back.
You can pause those ads or delete them and make new ones. I call this pruning.
The Keyword Matching option is a setting for each keyword that helps
control how closely the keyword needs to match a person's search term in
order to trigger your ad. As of now, you're using broad match keywords,
which means the system allows your ad to show for searches on similar
phrases and relevant variations, including synonyms, singular and plural
forms, possible misspellings, stemmings (such as floor and flooring), related
searches, and other relevant variations.
Keyword match types are an important part of optimizing the performance

of campaigns. It’s a good thing to learn about. Starting out, I wouldn’t be too
worried about it—you can leave keywords to the default setting, which is
Broad Match.
• Example: History army

• Searches that can match: History channel, army equipment, army games
However, using Phrase Match allows your ad to show only for
searches that include the exact phrase, or close variations of that
exact phrase, with additional words before or after.
It’s worth reading the support explanation about Phrase Match and looking
at the examples. The general principle is that to increase performance, you
can narrow things down closer to what you want. Google will trigger an
ad if people type in phrase related to your keyword, which casts a wide net,
unless you tell Google otherwise. Broad Match casts the widest net, but some
keywords that trigger your ad may be from somewhat unrelated searches.
Optimization involves choosing more specific keywords and using the phrase
match type.
• Example: “history of army”

• Searches that can match: history of army, our history of army, what is
our history of army
Hence, I suggest you add more relevant keywords and can consider using
Phrase Match to improve the accuracy of your ads. Rest assured that you
do not have to create different ad groups for different ads and keywords.
The bottom line is that whatever question you have, there’s a way to get an
answer, whether through a phone call, a chat session or an e-mail.
Exploring Suggestions
I’ve found the suggestion feature very helpful, where Google scans campaigns
and offers ideas and things you can try. Sometimes you see a message at the top:
You can click on the bell (notification) icon:
In this situation, you might click View in the Add Keywords section.
Google is basically suggesting a number of things you can do after scanning your
site. Generally it takes a bit for a campaign to run before Google will suggest
things. That’s partly why it’s good to check your campaign on a regular basis.
Google might come up with groups of keywords you can try.
Then, you can click Apply if you want to dive in and see what happens. You can
also dismiss the suggestion by clicking on the “x” to close the box.
I recommend viewing the suggestion by clicking View:
There will be a list of keywords you can check or uncheck.
The context of this example is www.armyav.org.

Google will make suggestions for specific campaigns. If you accept the sugges-
tion, Google automatically adds the keywords. Thanks Google!
To accept the suggestion, click Apply:
Accessing Opportunities and Ad Groups

A variety of “opportunities” are available, sometimes from the beginning,
sometimes over time as Google scans your campaign and web site. In some
cases, they appear through the notification icon in the upper right.
You can also always click the Opportunities link at the top of AdWords.
Here’s an example. I recommend clicking on the Learn More link, or any other
link on the page:
You’ll sometimes see suggestions, not just at a keyword level, but actually for
particular ad groups. Remember the support person talking about ad groups?
The idea is to create a new container for several ads and choose keywords
that are tightly related to the ads.
As with keywords, I suggest viewing first.
You end up with more learning opportunities—more Learn More links to help
you understand what is being suggested until you’re familiar with the process:
In this case, you can click Apply and follow through and try things out.
Remember if you get stuck you can always call or chat with a Google rep.
DIY Ad Group Strategy

I think it’s kind of fun and helpful to try the automated suggestions, but let’s
return to how you can adopt your own ad group strategy. To do it, create an
ad group on a specific theme from something on a web site, make 4-5 ads, and
choose a few closely related keywords.
To start with, I suggest creating an entirely new campaign. If you’ve lost your
place in AdWords, just click on the Campaigns link at the top:
The context of this graphic is that clicking on the Campaign link places you in
the Campaign view. After you create an ad group, you can access it under the
Ad Group tab. If you’re up for trying this out on your live AdWords account,
remember that you can always pause your campaign after you’ve created it.
You pause it by clicking on the little green button. If it’s green, the campaign
is active.
But you can click on it and go from Enabled to Paused:
Fighting the Wizard

Sometimes Google will put you through different wizards. I’m going to show
you the “manual” way to create things, so when you create a new campaign,
be aware that you don’t have to follow the wizard:
After you create your campaign, when it gets to the ad group level, you can
click Save and Finish:
Then go to the Ad Groups tab:

Click the New Ad Group button:
Practically speaking, you might reach a point where you prefer to plan
campaigns ahead of time. You can come up with ideas, use tools like the
ones mentioned in the previous chapter, and develop with pages and links to
promote. Then you can bring it in, all ready to go in AdWords.
Or you might prefer to try things “as you go”.
When you get to the ad group level, if you’re following this example, you’ll
want to think about a page on a web site to promote. It can be any site,
because you can make an ad for anything you want. But the point is, take a
look at your web site and pick a section or page to promote.
In this case, I’m looking at an earlier version of www.rgbexchange.org and
have decided to highlight the Video section to create a “tightly targeted” ad
group.
The section includes a free book available for download.

The reason you want to look at a web site at this point is because when you
create an ad group, you need to “point” it somewhere. The link you point
your ads to is called the landing page.
In this case, the video page is found at the following link:
That text at the top is what you can copy right out of your browser. It’s the
web address that you give to Google to indicate where the ad “points” to
www.rgbexchange.org/book.
You can copy and paste a link from your web site (feel free to use
www.rgbexchange.org as an example) and put it in as the landing page:
Google tries scanning the page, and it might come up with some suggestions
that are relevant (or not):
You can go to the bottom of the suggestions area and click on the > symbol
to see more:
Hmmm, let’s see—okay, that looks relevant:

What you can do is click on the << symbol to “accept” the suggestion:
The keyword then appears in the Keywords section. (You can also type in your
own ideas.)
Remember to click on the question marks! Always!
This is material worth reading:

There is no right or wrong about bidding. I suggest starting out with simple
$1.00 bids. In my case I’m going with $2.00, because this AdWords account is
a non-profit account and Google gives non-profits a free ad budget whereby
the maximum bid is $2.00:
Now, when you’re making an ad group and click in the keyword area to type
in a keyword, there goes Google with more tips:
Try clicking in the keyword area, and by all means, read both articles. Remember
the support person talking about match types? Here’s another opportunity to
learn about that concept:
You can access this article at https://support.google.com/adwords/ans

wer/2497836?hl=en&authuser=0 or http://tinyurl.com/kmatchtypes.
Here also is the “Choosing Keywords” article, and lookie there, there’s a video
about basic tips for building a keyword list!
• You can view the article here: https://support.
google.com/adwords/answer/2453981?hl=en&authu
ser=0 or http://tinyurl.com/choosekeywords
• Here’s the video: https://www.youtube.com/watch?
v=zFeOCCRpk8s&noredirect=1 or http://tinyurl.
com/5keywordtips
Now scroll down a little further and you’ll be ready to click Continue to Ads:
Don’t be alarmed! Try it. If you want, browse through this chapter once, don’t
try anything, and then come back and try everything. Use the same web site
as an example.
Remember you can always pause the campaign. You don’t need to run
a campaign—you can just create one and pause it. If you’re following the
example, enter something like this and check out how the preview forms on
the right:
■■Note Remember that Google changes things sometimes. This book is based on the traditional
ad format, and if you go in and change ads in an existing account, they may look the same. But
you may have access to a new format that allows you to enter more text, which is the one in the
next diagram. Very similar.
Click Create Ad when you’re ready.
Woo-hoo! You’ve created your ad group. If you want, you can click the + sign
and create more:
Then click Save and Finish.

Dealing with Errors

From time to time, you might encounter errors. Google might think one of
your keywords doesn’t fit its policies or you may have forgotten a detail:
Click Correct Errors and then look back at what you created. You will prob-
ably see some red text:
Doh! Okay, so I need to change the Ad Group name:
It’s generally a good idea to name all your campaigns and ad groups to
differentiate them.
Correct your errors if necessary and try clicking on Save and Finish again:
Remember, if you get stuck, help is only a click away:
Finally, when your new ad group is created, you’ll land back on the Ad Group tab.
■■Tip Remember always to look at what date range you’re using. Let the campaign run and then
come and look back. If there’s no activity, make sure you’re looking at the right date range. (such
as the last seven days or a custom date range of the time period since you started the campaign).
Conclusion
Dear Reader,
Okay. Whoo-whee! Congratulations on making it through the chapter!
This chapter took a whirlwind tour through building a few campaign strategies,
asking Google for help, taking some suggestions, and building things out a bit
further. In general, you can follow this approach and learn a lot, even if you
never read another book! (Shhhh!)
The next chapter takes a closer look at a few ways you can improve
performance through ad extensions.
Cheers,
—Todd
CHAPTER
Ad Extensions
This chapter looks at a couple easy ways to make your ads more competitive.
You can do this by adding extra links and information to the ads, through ad
extensions. There are a variety of extensions you can use; we’ll look at a couple
that I’ve found helpful to get started: site links and callouts.
Search Results and Ad Extensions

To get a sense of what ad extensions can do for you, take a look at a sample
search result (and try it yourself to see if you get something similar). Remember,
the ads appear typically at the top and bottom of the page (red arrows at the
top), and the “organic” search results (blue arrow at the bottom) appears after
the ads. In this case, the first ad uses the site link ad extension to display links
to sections of the site underneath the ad (underlined in blue).
© Todd Kelsey 2017

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104 Chapter 7 | Ad Extensions
Site Links
Let’s look at how to create a site link. Here’s another example.The process involves
deciding on the main sections of your site people that might be interested in:
Keep in mind that one way to get information on site links is via the notifica-
tion icon at the top; if you don’t have any site links, it will sometimes suggest
one and guide you through the process.
You can also do it yourself. In AdWords, go to the Ad Extensions tab:
■■Note If the Ad Extensions tab doesn’t display for you, you might need to go to the right side of
the tabs and click on the downward-pointing arrow tab. Then check the box next to ad extensions
and click OK:
After getting to the Ad Extensions tab, you can click the selection drop-down
menu and choose Sitelinks Extensions:
This shows a campaign that already has some site links. You can see how the
site links perform. They tend to increase the number of clicks to your ads and
raise the CTR (click through rate). In part because they’re a way of getting
people’s attention.
Toward the bottom you see a section to add new site links, which also tells
you which campaign has them.
To add a site link, click the + Extension button:
Then you can select a campaign to add it to:

Click the little >> icon next to the desired campaign:
Click Done when you’re ready:
Next, scroll to the bottom and click + New Sitelink:
Site links fall into the category of something you should plan ahead for, along
with ads, by identifying sections of the site that you want to highlight. Having
a process or a checklist is also a good way to remember to add them. Do
whatever you need to in order to remember to add them, because they can
help your campaign and ads perform better.
In this case, try looking through the site and identifying pages you could refer
people to:
About Us is a common one. Aim to get links and then think of 1-2 word
phrases to represent them. Type in the phrase and then paste in the web
address you want to send people to:
Then Save:
This is part one of the process. In the future, when you create new campaigns,
you can go to the Ad Extensions ➤ Sitelinks screen and easily add saved site
links to new campaigns, for a quick competitive boost to CTR.
In this case, since you’re creating them, the default is to automatically add
them. A list of available site links appears on the left, and since you just created
it, the site link appears on the right. If it was on the left, you could click >> to
add it. Likewise, if you want to remove a site link (on the right), you can click
<< to remove it:
You can create more site links if you want (by clicking on the + Sitelink button)
or just finish up and click Save:
You will be returned to the General Extension screen. You can always get back
to it by going to the Ad Extensions tab and then selecting the appropriate
extension from the drop-down menu:
Part of your optimization process should be to try different text and links for
site link extensions. This is similar to when you add more ads, look at their
performance, and then remove the ones that aren’t doing so well.
At the bottom the screen, you can also tell which campaign has which exten-
sions enabled, and you can look at things on a campaign and ad group level.
I add extensions at the campaign level, but you can certainly do it at the ad
group level as well (go to a campaign, choose ➤ Ad Group, and then choose
Ad Extensions). Consider if you need a particular theme for an Ad Group,
where you want to add site links that are especially suited to that campaign,
to highlight the most related sections of the site.
Don’t forget to keep your eyes open for suggestions from the Notification icon:
In this case, it will give you some information, and this example shows how the
“suggestion wizard” tells you the value proposition:
It’s suggesting that, by adding site links, you could get a .18% higher click
through rate, which is a good thing:
The bottom line is that site link extensions are an easy win, and you should
make creating them a habit or part of your checklist and planning process.
For More Reading

You may have noticed the Learn More link in the earlier graphic. Don’t be
afraid to click on these links!
Here is a link to the related help article: https://support.google.com/
adwords/answer/2375416?hl=en&utm_source=AWFE&utm_campaign=opptab
or http://tinyurl.com/showsitelinks
They often have good, brief learning snippets.
Callouts
Another ad extension that’s even easier to add and can help increase CTR are
callouts. This is simply extra text beneath the ad (the fourth line in this case):
Often, it’s a set of value propositions, such as “free shipping” and that kind of
thing, but it can be any value proposition you want, including “low prices”.
To try it, click on the Ad Extensions tab:
Click on the selection drop-down menu and select Callout Extensions:
Toward the bottom, you’ll see that you can add callouts at an account, cam-
paign, and ad group level. To get started, click on the + Extension button:
But wait—there’s something else you can click on—that’s right, another Learn
More link. Do it!
Next, click the + New Callout button:
This is very easy. Again, as with site links, it’s best to plan your callouts ahead
of time, and it’s almost certainly something you can do on a periodic basis.
See what works and use that knowledge to try new things, especially when
you add new pages or sections to your site (or even new add blog posts, for
example).
Start by clicking on the question marks to learn more. When you’re ready,
type in the callout text.
In my case it was a slogan. When you’re done, click Save:
As with site links, when you’re creating a callout the first time, AdWords puts
them on the right, assuming you want to add them right then and there. If you
don’t, or you want to remove them, you can click the << button.
Take a few moments to add a few callouts. Remember that you can access
them later through the Ad Extensions tab, and then by selecting Callout
Extensions from the View drop-down menu on the left.
Conclusion
Dear Reader,
In this chapter, we took a little breather and toured the world of ad extensions.
After creating site links and callouts, you might want to explore the other
ones, by clicking on the sections and options in the drop-down menu (under
the Ad Extensions tab). Be sure to click on any Learn More links or question
marks you see. You can go to the gear icon in AdWords in the upper right,
select the Help section, and search for “ad extensions” or the name of the
particular extension you want. Google help is pretty good, and if you want to
learn more about the strategies related to the extensions, you might Google
something like “adwords callout extension strategy” or “adwords site link
extension strategy” and so on.
The next chapter takes a closer look at the wonderful world of getting certified
in AdWords. It’s a great thing—it’s free, includes good learning material, and
it’s great to have on your resume or LinkedIn profile. If you’re looking for work
in digital marketing, certification definitely gets the attention of recruiters and
potential employers. If you put the effort into it, it will make all your search
engine marketing dreams come true!
Cheers,
—Todd
CHAPTER
Getting Certified
Guess what? This chapter is really important. In this chapter, we take a look at
how to get certified in AdWords.
AdWords Certification is a great thing:
• Free
• Good learning material
• Nice to have for advancing career
• Can help you get an interview
• Can help you get a job
• Doable!
Certification can be a nice thing to have on your resume or LinkedIn profile
and you can brag to your colleagues. If you’re looking for work in digital
marketing, certification definitely gets the attention of recruiters and potential
employers. If you put the effort into it, it will make all your search engine
marketing dreams come true!
Why Get a Google AdWords Certification

I’ll let Google step in for a moment.
The Google AdWords Certification is a professional accreditation that

Google offers to individuals who demonstrate proficiency in basic and
advanced aspects of AdWords. An AdWords Certification allows individuals to
demonstrate that Google recognizes them as an expert in online advertising.
© Todd Kelsey 2017

DOI 10.1007/978-1-4842-2848-7_8
116 Chapter 8 | Getting Certified
Imagine having it as a bullet item on your resume:
Imagine putting it in a prominent Certifications section on your LinkedIn

profile:
There are lots of images available that you can use as well, whether on your
web page, blog, company web site, etc.
The bottom line is that it inspires confidence, and for good reason. It’s not
easy, per se, but it is doable. It shows you have some idea of what you’re talking
about. Probably my favorite part about it is that it is free. Many certifications
cost money, but the AdWords Certification is free, well-known, and respected.
The Google AdWords Certification Process

To get certified, read through Google’s free learning material on Google
AdWords and then take the test. You can take it repeatedly (after an interval
of a week).
To take it, you first need to register for Google Partners, at www.google.com/
partners. Click on the Join Google Partners link at the top:
Then the Join Now button:
If you already have a Gmail address or a Google account, you can enter it and
sign in.
Creating a Gmail Account

If you don’t have a Google account, you can use an existing e-mail address
such as [email protected]. You can even use your work e-mail address to
create a Google account. But if haven’t tried Gmail yet, I strongly, strongly,
recommend it, not only for easily getting in and out of AdWords and the
certification, but also for all the other integrated tools, such as blogger.com
and Google Drive/Google docs, which is like a free online version of Microsoft
Office. Check out http://drive.google.com.
To create a Gmail account, just open a tab or a separate window and go
to http://mail.google.com. Then come back and join/sign in to Google
Partners with your Gmail address.
■■Tip It’ better to use a Gmail address, and if you want to still use another address, you can
forward your Gmail to that address. (This is a good idea if you’re just using the Gmail address for
access to AdWords or the certification. Using e-mail forwarding helps you realize there’s something
you need to pay attention to. You can do it in settings in Gmail. Search for something like “Gmail
how do I forward e-mails” in Google to get more information). You can also pull other e-mail into
Gmail—such as from AOL, Yahoo, etc.
In other words, I strongly recommend making Gmail your central e-mail

address.
Here are some reasons why this is smart:
• Comcast, Time Warner, Cox, BellSouth—these can
change. If your Internet provider or work e-mail changes,
you will still have your permanent Gmail address.
• Gmail’s spam filtering is second to none.
• Google’s Calendar is awesome and integrated.
• The ability to search old e-mails in Gmail is great.
• Google Drive has great tools like Google Docs, which is
a free online equivalent to MS Office. You can compose
and then download your files into other formats, or even
invite others to collaborate on a document. It includes
programs that mimic functions in Word, Excel, and
PowerPoint. Super super helpful!
• Gmail is very mobile friendly.
Okay, okay! Enough about Gmail. I’ve just found it to be really helpful and I
encourage all my students create a Gmail address.
Joining Google Partners

After joining and signing in, you need to accept the Terms of Service and then
click the Next Step button:
Then, when you get to the sign up screen, as you’re learning AdWords, I rec-
ommend choosing the Get Email option, and then clicking the Sign Up button:
Next, you may want to take the tour:
When you’re signed in, the central screen in Google Partners allows you
to access the certifications and the study materials. You can always sign in
to google.com/partners and return to this same place. If you’re following
along, click the AdWords link:
Here’s what Google says:
The AdWords exams cover basic and advanced advertising concepts,

including campaign set up, management, and optimization. To become
AdWords certified, you’ll need to pass the AdWords Fundamentals
exam and one of the other AdWords exams.You can demonstrate your
expertise and help your company earn the Google Partner badge with
an AdWords certification.
On the general AdWords Certification screen, the first thing you’ll see is the
AdWords Fundamentals exam. This is the first thing you need to take:
Further down, there are other exams. If you want to go for it, do all of them.
You only need to pass two to be officially certified. You have to pass the
AdWords Fundamentals test, and I recommend the Search Advertising test as
well, to make up the two exams you need for certification.
You need to pass two exams to get certified—the AdWords Fundamentals
exam and one other exam.
The reason I recommend the Search Advertising exam is to keep your focus
on the core of AdWords.
When you’re on the main screen, you can roll your mouse over the AdWords
Fundamentals section of the screen to read more details:
Click the Exam Details button. On the next screen, you can click the Take
Exam button:
Further down, you can access the study material:
Remember to click on everything. This screen is the core section where you
can access different modules. Notice that you can also download a PDF for
more information. Consider having the PDF printed at Staples or some other
office supply store, so that you have a physical copy to read through if your
eyes glaze over.
Here is an example of the kind of articles you’ll find in the Google Partners
help section—see http://support.google.com/partners.
Remember, to be able to get back to any of this material, go to www.google.
com/partners.
Planning Your Google AdWords Certification

Take the exam right now! I dare you! I actually recommend taking the
certification exam just to experience it, partly to see what the questions are
like. Start with AdWords Fundamentals and then, when you take the second
exam of your choice, do the same thing.
Then, study for a few weeks (or a weekend, depending on how much time you
can put in), take it again, see how your score is. If you go the extra mile and
keep track of how much time you’re spending studying and how much your
score went up, you’ll pass in no time.
Tips
I’ve taught a few AdWords classes, and generally from what I’ve seen, you get
the most out of studying when you are also using the program. This means going
through the study material from Google, but then also going into AdWords to
look at and use the features.
Keeping It Real
It also helps if you are working on an active ad campaign. You don’t need to
have one that generates information, but it helps. You might set the budget to
$5 a day for a week, and try to spend time on it each day.
Another strategy is to create the campaign and work through the features
while it’s paused. Technically you don’t have to spend money to learn AdWords,
but I strongly recommend creating at least one campaign where you do spend
some money. Think of it as an investment in your career. You can actually try
things like optimizing pages, taking suggestions from Google in the notification
section, witnessing the boost in CTR you get from callouts or site links, etc.
Blogging About It
In the classes I teach about AdWords, I start by having people create a blog
using www.blogger.com. Each week, students post 2-3 paragraphs, including a
screenshot, about something they are learning. This technique can be a helpful
way to capture and learn the information, and a side benefit is that you can
also include your blog on your resume or LinkedIn page, or share it with
colleagues, friends, and family.
Timeframe for Getting Certified

There’s no universal answer about how long it takes—and it depends on what
exam you are talking about. The Fundamentals exam takes the least time,
and the rest are more intense. Pace you; it’s doable. In the structure I teach, I
typically have people work through one-two modules per week, and I think it’s
realistic if you’re working. But if you can go through one or two modules a day,
it’s certainly possible. I’ve had people study hard and do it in a weekend—it
just depends on your other commitments.
If you fall somewhere in the middle of the spectrum, especially if you’re working
and it’s not something you can study for at work, I recommend picking an
evening, or maybe early Saturday or Sunday afternoons, and going through a
module. Write a small post about what you’re up to on Facebook, or create a
blog post and share that on Facebook, or message your friends on Snapchat,
or whatever. Part of the point is that if you can share your progress, you’ll find
some folks cheering you on. The ideal situation is to find a study partner—
someone else who wants to get certified.
Testimonials
“Last Friday at CareerFest, there were some digital marketing internships,
as well as marketing internships where digital marketing skills were a plus.
There was one internship for social media marketing. One company I talked to
was really impressed that I was going for a certification in Google AdWords.”
“Professor Kelsey, I just wanted to let you know that I had a phone interview
and the recruiter was really impressed by the fact that I am certified.”
If you’re not in the job market—no problem. AdWords Certification can be

just as valuable for advancement. Even if you’re not sure you would work with
AdWords at that company, it might be a good thing to learn. It’s a $50 billion
part of the digital marketing world, after all.
Inspiration
If you are in the job market, you might want to search for these:
• Salaries: http://www.onwardsearch.com/career-center/
ppc-jobs-salary-guide/
• Specific job search: http://www.indeed.com/salary?q
1=adwords&l1=chicago
Free Money from Google

Okay, it’s almost free. Keep in mind that when you sign up for AdWords, you
might get an e-mail with an offer for free ad budget. You can try signing up,
poking around for a week but not spending any money, and then see what
happens. Sometimes Google will e-mail you an offer or one will appear in
AdWords—you might get a code for $100 of advertising credit. That credit is
often activated after you spend $25. But that certainly can go a long way toward
helping you get experience! Keep your eyes peeled. This is another reason to
use Google Gmail when you sign up for AdWords and Google Partners.
Conclusion
Dear Reader,
In this final chapter, we looked at how valuable and doable the AdWords
Certification is.
Thanks very much for reading this book, and best wishes in getting certified!
Cheers,
—Todd
■■Special Request Thank you for reading this book. If you purchased this book online, please
consider going on where you purchased it and leaving a review. Thanks!
I
Index
A C
Ad campaign schedule, 22 Callout extensions, 112
Ad extensions, 21 Callouts, 110–112
callouts, 110–112 Campaign
search results and, 103 ad extensions, 41
site links, 104–110 bidding, 41
Ad group, 44, 48, 88–89 budget, 41
Adoption learning partners site, 10 choose all features, 40
CPC, 41
Ads
create, 39
and keywords, 48
link, 60
campaign to keyword, 60–64
location, 40
create, 44
name, 40
plan, 37, 39
to ad to keyword, 60–61, 63–64
AdWords
Campaign strategies
Ad Extensions tab, 105
accessing opportunities and
back to, 23–26
ad groups, 88–89
certification (see Certification, AdWords)
dealing with errors, 100–101
doable, 21
DIY ad group strategy, 89–90
Keyword Planner, 72
fighting wizard, 91–99
activity, 80
getting help, 81–83
ideas, 73–75
exploring suggestions, 85–87
pause, 75–76
support e-mail, 83–85
search volume, 76–79
kind of eBay, 20 Certification, AdWords, 115
path, 26 Google, 115–116
plan ad, 37, 39 free money from, 126
Gmail account, 119–120
joining Google Partners, 120–124
B planning, 124
Bidding game, 8 process, 117
© Todd Kelsey 2017

DOI 10.1007/978-1-4842-2848-7
130 Index
Certification, AdWords (cont.) keywords prices, 5

tips, 125 hidden line, 3
blogging, 125 middle lines, 3
inspiration, 126 number of characters, 3
keeping it real, 125 preview, 5
testimonials, 126 reports, 7
timeframe for getting space indicator, 4
certified, 125–126 top line, 3
track, 6
Click through rate (CTR)
traditional, 2
campaign, 57, 59
traffic, 5
clicks on ad, 57
general campaign, 59 Google AdWords Certification, 116
Global Recruit campaign, 59 Gmail account, 119–120
overall click through rate, 58 joining Google
select different timeframes, 58 Partners, 120–124
planning, 124
Conversions, 8
process, 117
Conversion tracking, 79
Google’s keyword tool, 51
Cost per click (CPC), 5, 29, 41
Guessing game
first page, 8, 10
D online advertising, 8
DIY ad group strategy, 89–90 organic search results, 10
paid advertising, 11
E second page, 9
special promotions, 8
eBay, 20
traditional advertising, 8
F K
Facebook advertising, 16
Keyword Planner, 72
Final URL, 24, 26 activity, 80
Free money from Google, 126 ideas, 73–75
pause, 75–76
search volume, 76–79
G, H, I, J
Keywords
General campaign, 59
ad group, 48
Global Recruit campaign, 59 advertiser, 27
Google AdWords campaign to ad, 60–61, 63–64
account creation, 12 choose, 44
add keywords, 5 clicks, 49
behind scenes, 8 CPC, 29
bottom line, 3 creation, 67–72
CPC, 5 estimate search traffic, 28, 47
creation, 2 Google User, 27
defined, 1 open and close categories, 46
edit, 6 quality score, 45
feedback, 7 review, 49, 51
help center, 13 suggesting, 45
Index 131
L Google’s options, 18
locations and languages, 17
Landing page, 93–94 name, 17
pause, 33–34
M, N search network only, 16
Marketo, 69 select settings, 17
sign in, 15
Microsite, 37
keywords, 26–32
settings, 34
O
Online advertising, 8 R
Optimization, 85 Return on investment (ROI), 75
Organic search results, 10
S
P Scattergun approach, 45
Paid advertising, 11 Schedule
choose start/end date, 42–43
Q Screenshots, 64
Quality score, 7, 45, 49 Search engine marketing, 10
Quickstart Search engine optimization (SEO), 10, 70
ad, 32 Search volume, 76–79
ad campaign schedule, 22 Social media marketing, 69
AdWords
back to, 23, 25–26 Special promotions, 8
doable, 21 Support e-mail, 83–85
eBay, 20
bid, 19–20 T, U,V, W, X,Y, Z
budget, 19
Tightly targeted ad group, 92
campaign
access, 32 Timeframe, setting report, 53–54, 56–57
create ads, 17 Traditional advertising, 8

To Search Engine Marketing and Adwords: A Guide For Absolute Beginners Todd Kelsey

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To Search Engine Marketing and Adwords: A Guide For Absolute Beginners Todd Kelsey

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Introduction

A GUIDE FOR ABSOLUTE BEGINNERS

Chapter 1: Introduction ���������������������������������������������������������������� 1

Here’s a picture of one of the things I like to

Best wishes in learning all about search engine marketing!

© Todd Kelsey 2017

Behind-the-Scenes Tour of Google AdWords

Hiding the destination URL helps the ad look cleaner.

Then Google builds a preview on the right:

The Bidding Game

The Guessing Game

Important Note Things change!

Click on the green dot and select Paused:

© Todd Kelsey 2017

And at this juncture, one thing I want to mention is my own experience.

Google provides a “wizard” to guide you through the process:

• Select campaign settings: Choose the main general settings,

Then, just start scrolling down.

Bid and Budget (Something Really Important,

AdWords Is Like eBay

Ad Campaign Schedule (Something Really

Then click Save and Continue:

Now Back to AdWords

The line I originally wanted was one character too long:

Here’s a summary of what the different parts of an ad do:

Then click Estimate Search Traffic:

If all goes well, your ad will be created.

It will tell you why.

If you click on details, it will explain.

Then, you click save and finish.

Accessing a Campaign and Ad

Chose the Paused option:

The ad will then show up as paused:

Click to enable it again. Try it!

You can also pause an entire campaign.

Click on Settings, then click on Advanced settings. Click + or – sign next to

© Todd Kelsey 2017

Last minute news flash: Also try this tool: http://www.blastam.com/

Don’t Forget Google

Creating the Campaign

Choose Search Network Only.

Choose All Features:

Enter a campaign name that you can easily remember:

Bidding and budget is an important area. Remember to click on the question

Choose the Start/End Date and Schedule

Todd: “Naughty Google!”

To remedy this situation, just click None:

Then click in the field and choose a specific end date.

Congratulations! You’ve created a campaign. Now you’re ready to create

You’ll probably want to click on the Learn More link as well.

Use this example for practice:

Ads and Keywords: They All Get Clicks

Some keywords might get more clicks than others.

Reviewing Your Keywords

Setting the Report’s Timeframe

© Todd Kelsey 2017

There are a number of default, common options, as well as a custom option at

Different timeframes enable you to look at trends and patterns. It can be

I commonly use the Custom feature, because I am not always checking

Chapter 1: Introduction �� 1