Google Adwords Certification Fundamentals Exam Notes

1.1 Overview of AdWords Introduction to Search Engine Marketing & Online Advertising Main difference between search engines is how they calculate relevancy In Google, organic and paid results are independent of each other o Makes it possible for an advertiser to perform well in paid search & have an online presence w/o needing to be top result in organic Relevancy in organic based on 200 factors, including page rank (measures importance based on incoming links from other pages How Search Engine Marketing Works Each type of listing (organic & paid) has its own marketing approach Search Engine Optimization (SEO) Building new websites or changing existing ones so they rank high in organic listings Search Engine Marketing (SEM) Promoting a marketing site through paid ads o PPC model (pay per click) vs. CPM model (cost per thousand impressions) o Site owners often choose to advertise instead of or in addition to optimizing for placement in organic it allows you to be proactive about when & where you appear How Online Advertising Works Much broader than placing ads on search engines o Includes placing ads on any site or page News, blogs, reviews, online mags, etc. these make of the Display Network (as opposed to search) Can be different formats (basic text, graphics, audio streams, etc.) Can choose targeting options o Define your advertising goals before beginning to determine where to place ads, what format, and budgeting decisions Direct Response vs. Branding online advertising goals will fall in one or the other Direct response youd like the user to perform an action after clicking (make a purchase, sign up for a newsletter, etc.) o Called a conversion when they complete the action o Determine a CPA goal to manage costs

o the target audience

Branding main goal of raising awareness and visibility of product Aim to place ads in front of as many people as possible within

Benefits of AdWords Precise targeting, measurability & tremendous reach make it possible to achieve ROI on a large scale (3 contributing factors) Relevance one of the biggest benefits o Precisely target ads based on interest, location, language, etc. o Users are further along in the buying process & ready to convert since ads are shown in response to their query ROI online advertising is thoroughly measureable o Provides the ability to spot trends and respond to make you more in control of improving ROI Reach opportunity to capture any segment of the broad, worldwide audience searching on Google o Giving products visibility during relevant searches ensures youre visible at a crucial point in their buying cycle when theyre searching for what you offer o Real-time distribution at massive scale o Google Network allows you to reach 4 of every 5 online users o Targeted ad Good User Experience Higher CTR More Qualified Leads Increased Conversions How AdWords Targets Audiences

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Keyword-based advertising the answer to showing ads to the most relevant audiences Triggered based on either keyword or placement targeting Keyword targeting ads are triggered in response to keywords Googles traditional model Can also specify how closely you want your keywords to match a query

keyword (default option)

Broad Match shows on similar phrases and relevant variations of the Phrase Match ad shows for searches that include the exact phrase of the Exact Match allows your ad to show for searches that match the exact

keyword

phrase exclusively

Placements lets advertisers choose individual sites in the display network where theyd like their ads to appear o Can be an entire website or subsets of pages o Otherwise, ads are placed on the display network next to content that matches the ads

o and targeting type o Rewards for relevant ads o Cant be locked out of top placement for price alone relevant ads, high CTR, and high CPC bid results in higher positions AdWords Costs o o o o

How Ads are Ranked Positioned based on ad rank a combo of bid and quality score Quality score is calculated every time your keyword matches a query Formula varies based on bid type, where the ad is showing,

Never a minimum spend commitment and you control the max One time activation fee Basics when assessing costs: Set your budget daily budget per campaign & max CPC Choose PPC or CPM model Automatic discount features (smart pricing & AdWords discounter) Avoid guesswork use keyword tool for estimates

AdWords Payments postpay or prepay (cant switch between them once decided) Postpay pay after accruing costs Prepay add funds to the account to be automatically deducted from and ads stop showing if funds ever run out Ad Formats text & image (text most common), also video and mobile Text ads o Headline = 25 characters & used to attract users o Description = 2 lines of 35 characters to communicate your intent and compel users to click to visit your site o Display URL = 35 characters to indicate the page users will land on o Destination URL = 1024 characters (the actual URL) Ad Performance and Monitoring Quality score and CTR Tells how useful users find your ad when triggered by the CTR is a component of quality score and a basic indicator of Reports statistical and conversion Statistical average CPC, impressions, CTR, etc. Conversion successful leads, sales, etc. Conversion tracking displays the number and value of conversions

o keyword o how appealing your ad is to users o o 1.2 Getting Started with AdWords

 Creating an AdWords Account

Establish goals and build account with answers to the following questions: o What does your company do? What are the different product lines? o Whos your primary audience? Do you need to reach different audiences with separate sets of keywords or ads? o What are you trying to sell/promote? What do you want people to do? o What results do you want? What do you consider a good ROI? 1st campaign should focus on your main product Start by establishing a more successful campaign My Client Center (MCC) umbrella account with multiple accounts

o within

Working With an Agency

Client accounts Client manager account only accessed by client manager Ad creation marketplace selection of industry professionals who can provide scrpt writing, editing, production, and voice-over affordably 2.1 Account Management Basics AdWords Editor downloadable application for account management Good for managing a large number of campaigns or keywords API lets developers build applications that interact directly with the AdWords server Monitoring AdWords Accounts All critical alerts will be displayed on the campaigns tab at the campaigns level they will also be emailed

2.2 Campaign Management Basics Understanding the Components of a Campaign Has its own budget, location and language targeting, and Network targeting preferences o Setting Up a Campaign Stick to one goal increasing signups, selling more of one product, etc. Keep audience in mind when targeting Split each campaign into ad groups Each ad group should also have a theme Pick the right keywords for the goal (use keyword and placement tools)

Monitoring Campaigns Custom alerts automatically notifies you when certain behaviors and/or changes occur in campaigns or ad groups o Increases or decreases in specific metrics o Metrics that have met set thresholds o Not triggered by anything paused, deleted, or pending Configurable reports one time, run immediately in AdWords Editing Existing Campaigns Edit more than one at a time in the campaign tab Edit inline campaign name, status, or budget

2.3 Ad Group Management Basics Key Concepts Tab shows ad groups across all campaigns Click ad group name for details o Can add/change keywords Ad Group Guidelines & Policies Ads should clearly and accurately represent your site Ads should emphasize the unique benefits of your product Ad Group Best Practices

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them together If you find the keywords in one ad become unwieldy, split into 2 groups Give them descriptive names Create simple, enticing ads Include prices and promotions Use a strong CTA Include a keyword in the ad text Choose the best destination URL Test multiple ads in each group

Should be organized by common theme, product, or goal Picking keywords and placements can lay the groundwork Choose keywords someone would be using to search for your product Write down every one that comes to mind, then group

3.1 Overview of Ad Formats Text Ad Key Concepts Most basic format, known as sponsored links because it links to a site On search sites, part of the text is bolded when it matches the query Can create one or more text ads for a set of keywords o AdWords automatically rotates them and shows the better performing ad more often Mobile Ad Basics versions animated Image Ad Key Concepts Graphical ads that can be static or animated Appear on select display network site not displayed on search sites Provide descriptive image names to simplify reporting May take a few days to be approved Video Ad Basics Appear in, with, or around video content Created using the display ad builder Must target to display network only Come in text or image format Must lead to a mobile website Can choose to add a call link Mobile phones with full internet browsers will display standard AdWords ads, not the mobile Create a separate campaign for mobile ads Rich Media Display Ad Basics Includes video ads, Flash animated, and ads that mix text and Created with display ad builder Targeted to display network only

3.2 Ad Formats Guidelines and Best Practices Text Ads Editorial and format o Character limit o Prices/disctouns/free offers if your ad includes one, it must be clearly displayed on your site within 1-2 clicks of the landing page o Link display URL must be accurate and links to the site must allow users to enter and exit the landing page easily Write targeted text o Create simple, enticing ads highlight key differentiating points o Include pricing and promotions o Use a strong CTA o Include a keyword in the text, especially in the title Best practices o Choose the best destination URL o Test multiple ads experiment with CTAs, offers, etc.

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Use an accurate display URL Monitor your ads performance Image Ads .gif, .jpg, .png, .gif or flash, no larger than 50kb What works for text generally works for image ads

Video Ads o o brand

Deliver key message early on Provide next steps to take after watching Review performance and optimize Keep campaign fresh with new videos to increase engagement Focus on interaction rates good indicators of the time the audience engages with your

Mobile Ads Link policy destination site must be written up in supported mobile markup language Size guidelines 2 lines of text, 12-18 characters per line Best practices o Get started less competition now can increase exposure with lower CPC o Bid aggressively o Craft campaigns wisely o Find your mobile customers o Measure and experiment

Rich Media Display Ads A mix of content type subject to multiple policies and guidelines Set effective bids and budgets o Add to an existing group or create ads in their own group Customize your ad o Color, CTAs, images, balanced ad content Try different display options Measure the impact

4.1 Overview of Targeting and Placements By default, campaigns are opted into the entire Google network (search, search partners, and display) Search targeting matches to search queries on search sites, applies to keyword-target ads shown on Google SRPs Contextual targeting for display network pages, matches keywords to webpage content (aka automatic placements) Placement targeted ads appear only on the display network o Managed placements you choose where to target Google displays across networks based on relevancy o Quality score calculated separately Appearance may vary slightly to match look and feel of websites Ads that display graphics for display network only About Display Network Placements Placements are locations where your ad can appear Automatic placements if there are keywords in the ad group and are targeting display network, contextual targeting us used Managed placements you choose to increase control, set unique bids, or restrict sites

Device Platform Targeting Campaign settings feature to target: o Desktops and laptops o iPhones or similar with full HTML browsing abilities o Can target one or both

Quality score is calculated the same way for both device platform targeting options Statistics will be aggregate can see them separately by running separate, identical campaigns No bearing on mobile format ads

4.2 Keywords and Keyword Targeting Broad Match default setting All searches made using your keyword (in any order) might display your ad Searches for similar or related queries might also trigger your ad Phrase Match narroes reach by requiring words to appear in order Exact Match only shows when exact phrase is used in search no other words before, between, or after Negative Match eliminates phrases you dont want your ad to appear for Embedded Match prevents ads from showing in relation to phrase or exact Developing and Maintaining Keyword Lists Build a list Group them by theme Set appropriate match types for each keyword o Picking the right variations can reduce costs or increase traffic Remove unnecessary keywords Test run the campaign let them run 30 days before evaluating performance Scrubbing editing out keywords that are too short or too long Monitoring Keywords Quality score Keyword analysis lets you know if your ad isnt showing for the keyword, and why. Includes quality score details and whether problems with keyword relevance, landing page quality, or load time are affecting quality score o o Keyword Best Practices Group into similar items to create ad groups Broader matching options give more visibility at a higher cost Monitor broad match keywords closely to be sure theyre doing well Use see search terms to make sure advertising being expanded to the right types of searches Use descriptive words for narrower matching options

Keyword Maintenance Stick to lists of 20-30 tightly themed terms and expand/refine as needed 2 or 3 word phrases work best o Consider removing single word terms

4.3 AdWords Language and Location Targeting Overview Language target up to 40 languages Location any combo of countries, territories, regions, and cities Only show ads to users where interface language matches the language you target Use techniques for location o Consider the domain (.fr, .de, etc.) o Analyze the search term show ads targeted to CA if the search includes it o IP address Well-defined targeting helps bring quality score up and keep costs down Customized targeting define a specific distance from your business o Enter a physical address, select a point on a map, or multi-point Monitoring Language & Location Targeting

Use ad preview tool to avoid accruing impressions Run a geographic performance report to show statistics by geographic origin Link your account to Google Analytics

Troubleshooting Users IP address mapped outside actual location o Google exposes the name of your targeted region below a text to prevent irrelevant clicks o Use ad text that highlights your target region Best Practices Enter keywords into Google Insights for Search to find out with locations receive the most queries o Alter bids and budgets, raising for location with the most traffic Point ads to specific landing pages for targeted regions

4.4 Placement Targeting for the Display Network Content Network Placements Can be an entire website, subset of a site, or an individual ad positioned on a single page AdWords offers targeting features: o Automatic placements Google uses contextual targeting to determine automatic placements where ads appear o Managed placements increase/decrease ad delivery by setting unique bids or restrict the sites where your ads appear o Excluded placements choose placements where you dont want to run ads Contextual Targeting AdWords automatically looks through every page in the display network to find matching content Goes down to page level Keywords are used to place ads next to matching content Placement Targeting Lets you choose where youd like to see ads displayed Keywords arent required AdWords placement tool can help find placements Competing with other advertisers need higher price to win for popular placements Pricing Unless you set an individual bid for placements in an ad group, the overall display network bid will be used General order of bids: o Individual placement bids o Managed placement bids o Display network bids

Managed Placements helps give the ability to raise and lower bids for specific placements Keywords and managed placements o Keywords always work first o Managed placements further control where ads may appear Ads can appear only on your chosen placements and only when pages also match your keywords you choose the set of placements, contextual targeting determines where you ad will show within that set If you dont have keywords, ads will show on any Pricing always uses the most specific bid available Selecting managed placements: o Manually o Copy from automatic placements o Use the placement tool Monitoring o Run a URL report to list the pages where ads appeared and stats Rely on conversion data over clicks

 Add higher converting ads from a placement as a managed placement, try raising bids and do the opposite for lower performing placements (lower bids) Exclude sites that arent converting Placement Targeting Best Practices Use relevant keywords for automatic placements and refine managed o Helpful for sites with wide variety of content If you want to show anywhere on a placement, create an ad group with placements only and set to relevant pages only on the placements I manage Raise the managed placement default bid if youll be using it to manage sites where you want to be highly competitive

5.1 Overview of Bidding How Bidding Works the amount your willing to pay per click, thousand impressions, or per acquisition Ranking on search network based on a combination of the matched keywords CPC bid and quality score o Quality score CTR, relevance of ad text, historical performance, landing page, and other relevancy factors Ranking on the display network based on the ad group default bid, ads past performance on this and similar sites, and landing page quality o If a bid is set for a specific placement, it overrules the default bid Bidding Options CPC bidding focus on clicks o Automatic bidding set a daily budget and AdWords brings the most clicks possible within the budget o Can set a bid limit to be sure it doesnt bid more than a certain amount CPM bidding focus on impressions (for campaigns targeted to the display network) o Set at ad group or individual placement level o When CPM & CPC ads compete with each other in the display network, an effective CPM (eCPM) is created considers bid, CTR, and other relevance factors Conversion optimizer focus on conversions o Specify a max CPA for each ad group and uses your conversion tracking data to get more conversions at a lower cost o Uses historical info to get the optimal CPC bid for the ad each time its eligible to appear o Criteria: Conversion tracking enabled Campaign must receive at least 15 conversions in the last 30 days Must have been receiving conversions at a similar rate for the last few days Impact of Bids on Ranking Increasing max CPC can improve position Always pay lowest amount possible for the highest position you can get given quality score and bid o Determined by: ad rank of ad beneath you/your quality score (round to the nearest cent o Ad rank = matched keyword CPC bid x quality score o Actual CPC = (Ad rank to beat/quality score)+0.01 o Quality is the most important factor in determining the amount youll pay when someone clicks

Setting AdWords Bids Tools for Managing Bids

If a bid isnt set for an individual keyword or placement, the ad group CPC will apply CPC bid must be at least $0.01, CPM bid must be at least $0.25 Consider value of a click and daily budget (must be higher than the bid or the ad wont show)

Ad scheduling adjusts bids for different times or days of the week May create up to 6 time periods per day, each with its own bid multiplier entry Demographic bidding targets ads to specific groups visiting certain sites in the display

network

Boost your bid when ad is eligible to be shown to a member of your preferred group Position preference specify positions in which youd like ads to appear Attempts to show ad only when ad rank has placed the ad in selected positions If ad rank places it in a higher spot, CPC bid is automatically discounted to move ad into desired range

o o

Bidding Best Practices Choose the strategy (CPC, CPM, CPA) that fits your goals Use automatic bidding first for a couple weeks to find appropriate levels before moving to manual Use the bid simulator to see possible results at a different bid

5.2 Overview of Budgets Overview

Budget the amount youre willing to spend on a campaign each day, on average AdWords may deliver up to 20% more clicks than called for to make up for other days in the same billing period when budget isnt reached o It makes sure youre never charged more than the number of days in a billing period x your budget

Standard Delivery spreads impressions across the day to make sure all clicks arent accrued Accelerated Delivery ads are displayed as often as possible until budget is reached

early on

Setting Budgets Edit or view in the settings tab of campaign Googles recommended budget shows whats necessary for the ad to appear as frequently as possible for your keywords o Includes detailed budget analysis of performance Tools for Managing Costs Automatic bidding specify target daily budget for campaign and AdWords automatically adjusts max CPC bids Ad scheduling Conversion optimizer

6.2 Ad and Site Quality Quality Score the most important factor in relevance Higher quality score = higher rank and lower costs Based on CTR, relevance of ad text/keyword/landing page, and several other factors Calculated every time keyword matches a query Landing page quality influenced by usefulness and relevance of information on the page, ease of navigation, how many links are on the page, etc. Impact of quality score: o Influences keywords CPC o Determining if an ad is eligible to be shown o Affects rank o Estimating first page bids Landing Page Quality the same domain

Each keyword received a landing page quality grade in the keyword analysis field Based on the average quality of pages in the ad group and pages in the rest of the account with

Improving Landing Page and Site Quality Relevant and original content Transparency Navigability

Monitoring Quality Score Keyword analysis page Keyword status

CTR column

Improving Quality Score Create tightly themed groups Target appropriate locations Descriptive ads Evaluate site design

11.1 Overview of Performance Monitoring and Conversion Tracking Key Concepts Track what users are doing on your site to identify which clicks are more valuable to increase the efficiency of ad spend Invest more money into bidding competitively for keywords that lead to more traffic and conversions for the most popular products on the site How Google Measures Performance **Quality score Calculated every time your keyword matches a search query Ensures that only the most relevant ads appear

How Advertisers Can Monitor Performance Keyword status indicates if your keyword is triggering ads to appear o Eligible can trigger ads Below first page bid or shown rarely due to low quality score o Disapproved dont comply with the guidelines or policies, not showing o Paused/deleted wont enter the auction CTR column the higher the CTR, the better an ad is doing Overview of Performance Issues Low quality score if bid doesnt match 1 page estimate and quality score is low, status column shows low quality score o 1st page estimate wont show to emphasize importance of improving through optimization rather than by increasing the bid Optimization saves money Google network issues make sure youre opted into display or search Campaign negative keywords make sure there isnt overlap between negative and regular keywords Ads targeted outside your region
st

13.1 Overview of Optimization

Overview

Optimization process of adjusting parts of your account and website to improve quality and performance of ads Campaign improvements o Organizing campaigns o Changing language and location targeting o Changing ad delivery times and position Ad group improvements o Editing keywords and ad text o Organizing ad groups o Changing bids o Using keyword match options Website improvements o Changing to improve flow and relevancy o Choosing the right landing pages

Benefits and Goals of Optimization Depending on goals and types of changes made, optimization can help achieve: o More clicks and traffic to the website o Higher profit and improved ROI o Lower costs o Ability to accomplish and other advertising goals Goal: More clicks o Increase ad exposure by adding keywords and site placements, while making ad text more compelling Goal: Increase CTR o Focus no ad quality refine ads and eliminate extra impressions by using negative keywords Goal: Improve ROI o Focus on your ads and keywords to attract the right audiences, then focus on your site. Be sure the landing page and site is set up to let users find specific things being promoted in your ad Key Strategies for Optimization Ideal strategy will depend on the goals identified for the campaign Improve ROI measure conversion data to identify and optimize, aim for high quality scores to reduce costs, encourage conversions with enticing ads and the right landing pages, and target customers who are likely to convert o Lead to the most relevant page on the sire o Include USPs to make the ad stand out o Allocate budget according to performance o Group highly relevant keywords and ads together so it matches searches Improve CTR create more relevant and compelling advertising to drive more targeted traffic, filter irrelevant searches by refining keyword list and incorporating negative keywords o Use keywords in the ad title and text o Use keyword insertion to make it more relevant Increase clicks and traffic run a broader range of keyword variations, keeping in mind that it could negatively affect quality score and increase costs o Create keywords for unadvertised parts of the site o Use keyword tool for more variations o Target the display network Promote brand awareness might run a CPM campaign in addition to a CPC campaign o Supplement text ads with image and video ads o Use the display network o Choose a landing page with a focus on interaction with the brand Optimization Tools Targeting tools Keyword tool Placement tool Traffic estimator Search terms report

o o o o Optimization tools o Opportunities tab o Website optimizer o Conversion optimizer Tracking tools o Google Analytics o Conversion tracking o Account statistics

13.2 Optimizing Campaigns and Ad Groups score and keep costs low

Overview Well-structured campaigns by theme or product will improve quality

o Organize campaigns by topic separate campaigns for each product line, brand, or type of service/offering and each ad group should contain keyword lists that relate directly to the ad text o Target the right languages and locations o Create highly specific ad groups build around a single product or service and group keywords and placements into related themes o Avoid duplicate keywords across ad groups duplicate will compete with each other Remain flexible structure may need refining as you further optimize

o o o o o

Tools and Strategies Common ways to structure an account Product and services mirror the website structure Performance and budgeting creating separate accounts to set different daily budgets o Devote more budget to most profitable products o Identify top performing keywords and place in a separate campaign to ensure they have significant budget o Separate ad groups can be created to set different max CPCs for highly competitive or low converting keywords Themes or functions Websites Geographic location Targeting separate campaigns for display and search networks Brand names Seasonal products and services Optimizing Keywords Optimization strategies Think like a customer Choose keywords that relate to you business, ad group, and landing page broad words can generate too many impressions and too few clicks Include variations Take advantage of matching options Use unique keyword URLs keyword destination URLs

Tools & Strategies for Optimizing Keywords Keyword tool once it gives initial ideas, enter the results back in to generate more specific ideas Keyword analysis field Search terms report Traffic estimator Optimize for better CTR delete keywords with high impressions and low clicks o Focus on negative keywords to prevent impressions that wont lead to a click Optimize for better ROI identify and delete keywords that accumulate high costs and few conversions o Increase profitability by adjusting bids increase those showing a profit to generate more traffic and decrease on others to lower costs Use appropriate matching options Use negative keywords be as exhaustive as possible, but dont overlap with regular keywords Optimizing Ad Text Include keywords especially in the title. If part of your ad uses the same words a user searched for, it will appear in bold Create simple, enticing ads Use a strong CTA Choose appropriate destination URLs Test multiple ads in each group if ad serving option is set to optimize, Google tries to show the best performing ad more often Tools and Strategies for Optimizing Ad Text

o o o o

Optimize for ROI o Define clear CTA should reflect the action you consider a conversion o Relate ads to their landing pages o Filter our unqualified clicks use descriptive phrases to separate customers from those who arent ready to buy Optimize for CTR and traffic Be descriptive clearly identify what youre selling Include deals and benefits Match keywords as closely as possible Consider keyword insertion Track and learn from ad performance o Run an ad performance report to identify high and low performing ads Optimizing Language and Location Targeting Ask yourself: o Where does your business sell or provide services o Who is your intended audience Location targeting settings will affect ads on the display network too Tools and Strategies for Language and Location Targeting Target the right language o Single language target the language your ad is written in o Multiple languages separate campaigns for each language o Combine with location targeting for example, set country targeting to Spain and language to English to capture English speaking users in Spain Target the right location o Country targeting o Region and city targeting o Customized targeting

Optimizing Display Network Placements Use only relevant placements and delete poor performing placements Use sites that are compatible with your ad Use the most effective bidding strategy (CPC vs. CPM) and experiment with different bids Assign destination URLs Group placements by theme Combine with keywords Automatic placements determined by your keyword list Tools and Strategies for Display Network Placements Find relevant placements with placements tool Track success with placement performance reports Focus on conversions, not CTR normal for CTR to be lower Use performance data to refine placements Optimizing Bids and Budgets Daily budget determines how often ads show throughout the day If a campaign isnt limited by budget, changes to the

o budget will have no effect ROI analyze and track bids and the return o Bids, not budget, directly impact ROI Understand the relationship between cost and quality o Understand quality score before changing bids and budget o Quality related changes can have more impact Allocate budget according to performance o Prioritize products and services to match budgets to campaigns based on priorities Experiment to see what works Tools and Strategies for Optimizing Bids and Budgets

 Evaluate keyword value know how to adjust bids for keywords that are and arent showing profit Optimize for ROI o Use conversion tracking, ad scheduling, conversion optimizer, and keyword positions report Reallocate budget from low converting to high ROI campaigns o Test bid adjustments to find the amount that most effectively reaches goals o o Optimize for Clicks and Traffic Increase bids for valued keywords to improve position Try automatic bidding Experiment with higher budget or try recommended budget Use keyword analysis field to bid to the first page Use the impression share report to see the impressions you could have received with a higher budget Optimizing Ad Scheduling, Serving, and Positions Ad scheduling specify hours or days of the week Position preference tell Google positions you prefer Serving settings will determine when to show each ad Optimize show higher performing more often Rotate serve all active ads more evenly

13.3 Optimizing Website and Landing Pages

3 Primary Elements of Quality Relevant and original content Transparency be clear about the nature of your business Navigability Benefits of Optimizing

Increase ROI Teaching likes/dislikes of customers Trying alternatives from competitors Breaking preconceptions of what works In general keeps users on pages to improve ROI Tools for Optimizing Website and Landing Pages (using Google Analytics) Top landing pages report find pages with high entrances and high bounce rates that are costing a lot of resources Top exit pages report look or pages designed to sell, but have high exit rates Funnel visualization report identify where losing visitors on the path to conversion Wide Reach of AdWords Relevant, real-time distribution on a massive scale Distributed across the Google network Shown only to people who indicate an interest in a specific topic Value Proposition of AdWords ROI Pricing o CPC model o AdWords Discounter built in feature that will charge you the lowest possible CPC while maintaining your position Means the amount you actually pay per click is often less than the maximum CPC bid you set o Smart Pricing automatically reduces the price advertisers pay for clicks if data shows that a click from a display network page is less likely to convert

15.1 AdWords Value Proposition

 the price per click is reduced

If it predicts a display network page is likely to have a low conversion rate, Reporting and metrics biggest selling point

Value Proposition for Metrics several ways to track and gauge success Account snapshot charts quick overview of chosen date ranges and metrics Campaign statistics summary tables at each level Conversion tracking Google analytics

Most Commonly Used Reports Keyword reports show how keywords are performing to make data-driven decisions about what to keep, what to bid, and what to delete Ad reports delete poor performing ads and create variations of well performing to optimize Placement reports select which sites to continue showing on Search term reports determine the correct match type for existing keywords and identify new keywords o See that your ads are appearing for non-relevant terms and add as negatives Hourly reports schedule for times of day when ads perform best Conduct a Need Analysis

15.2 Selling the Benefits of AdWords Determine current online market involvement Learn about the company/organization landscape Know who decision makers are Uncover any pain points

Basic Google Sales Pitch Value of hiring 3rd party to save time and resources AdWords and Google marketing reach AdWords relevance ROI Impact on conversions