<< INDEX

Chapter 2

Getting Started with AdWords

Account Types, Setup, and Structure

Starter Edition vs. Standard Edition Accounts

• Starter Edition – simplified version of AdWords used to advertise a single product
• Standard Edition – utilized by users with multiple ad campaigns and provides all the features AdWords offers
• You can graduate to a standard account at any time, but can not switch back to starter edition once you have upgraded
• You may want to graduate to a standard account if
• You want to sell more than one product
• You want to create more than one campaign
• You want to target multiple geographic locations
• You want to target multiple languages
• You can always edit your keywords after setting up an account

AdWords Account Structure

• Account
• Your account contains all your campaigns and ad groups
• Email address, password, billing information, and account preferences are all part of your account information
• Campaigns
• Each Campaign has a name, start/end date, daily budget, ad distribution preferences, and language/location targets
• Each campaign is either keyword or placement targeted
• Each campaign contains at least one ad group
• Ad Groups
• Keyword or placement targeted
• Successful advertising= many small and highly targeted ad groups
• Versatility – you can run as little as one ad with a few keywords or up to 25 campaigns with as many as 100 ad groups each

Account Navigation

Campaign Management

• You can edit campaign language and location targets at any time
• You can search for words or phrases across all campaigns, ad groups, and ads in your account by using the “search my campaigns” box on the campaign summary page
• You can customize the columns on the campaign summary page
• Choosing Accelerated Delivery tells Google to show your ad as quickly as possible until your daily budget is met
• Ad groups within a campaign can be paused from the campaign details page

Ad Group Management

• Keywords Tab
• Magnifying glass icon is used to see whether a keyword is showing ads and to check the quality score
• Edit your CPC bids
• Check to see whether a keyword is showing ads
• Pause individual keywords
• It is possible to pause an individual text ad

My Account Tab

• Billing Preferences page
• View method of payment
• Change contact information
• Edit payment details
• Account Preferences
• Edit login, email address, password, display language
• Edit Google Analytics
• Billing Summary
• View invoices
• Access page
• View and control others’ access levels
• Invite others to share the account
• Grant users access
• Disable users access
• Report Center tab
• Contains detailed account statistics
• Generate reports for different levels of your account

Starting Off Right, Organization, Keywords, Ad Text

Selecting Keywords

• List 2 – 3 word phrases that searchers might use to find your product or service
• Use the keyword tool
• List plural variations, synonyms, and spelling variations
• Keep lists small and manageable
• Exact match keywords only show your ad when a searcher types in the precise phrase without any words before, between, or after
• Single word or general keywords are often too broad and can lead to too many clicks from uninterested users
• Use negative keywords to increase the accuracy of your campaign target

Writing Targeted Ad Text

• Rotate your ads and automatically show your best performing ad more often
• The most effective headlines directly relate to the keywords being searched
• Your display URL does not have to be the exact same as your destination URL

Using Different Ad Formats

Image Ads

• Can be banner, leader board, small square, square, inline, large rectangle, skyscraper, or wide skyscraper format
• Can not exceed 50k file size
• Image ads can be created in groups that target keywords, placements, or both

Video Ads

• ‘Click-to-play’ ads – the first thing a user will see is a static image
• It is best to deliver key message as soon as possible
• Before creating a video ad you must enable the content network

Local Business Ads

• Can NOT appear on Google content network
• Before creating an ad you must create a local business listing  in the local business center and on Google maps
• Format of Local Business ads is different on Google maps and Google search network

Mobile Ads

• Ads that appear when users search on mobile devices
• Contain 2 lines of ad text with a maximum of 12-18 characters per line
• Your mobile ad can connect users to your business phone
• Mobile ads are either pay-per-click or pay-per-call

Traditional Media Ad Formats

• AdWords can help you reach offline customers with print and radio ads
• Track performance in Report Center
• Only available to U.S. advertisers
• Free call reporting
• You can choose what newspapers and what sections of the paper to show your ad
• Print Ads
• Announce sales and promotions
• Communicate a branding message
• Target key audience segments
• Support multimedia campaigns
• Generate leads and promote conversions
• Audio Ads reach hundreds of AM and FM stations across the country
• Reaches over 82% of population
• Increase brand awareness
• Influence brand perception and appeal
• Cost effective
• Auction Audio Campaign
• Works like pricing of keyword targeted campaigns
• Set weekly budget and max bid per 1,000 listeners
• Ads broadcasted based on available time slots for your price
• Reserve Audio Campaign
• Provide more predictability than auction campaign
• You can reserve the exact time for ad to be broadcast
• Pay a set price determined by station

Terms To Know

Keyword Tool – generates potential keywords according to your existing campaign settings and account performance history

<< INDEX

Chapter 1: Introduction to AdWords
Chapter 2: Getting Started with AdWords
Chapter 3: Targeting
Chapter 4: Costs and Billing
Chapter 5: Tracking Ad Performance
Chapter 6: Optimizing Ad Performance
Chapter 7: The Adwords Toolbox
Chapter 8: Google Analytics
Chapter 9: Managing Client Accounts


Back to Naper Solutions