<< INDEX

Chapter 7

The AdWords Toolbox

Account Performance Tools

The Keyword Tool

• The keyword tool is used to
• Find new keywords
• Find negative keywords
• Estimate traffic for existing keywords
• View expanded matches that may trigger your ads
• Ad new keywords directly to an ad group or download them
• The Keyword Tool provides results based on your existing campaign settings and account performance history
• If the keyword tool offers irrelevant variations, you should ad them as negative keywords
• When selecting keywords from the keyword tool, look for terms that are highly relevant to your product or service
• The keywords generated by the Keyword Tool have not been reviewed and are therefore not guaranteed approval by AdWords
• Site Related Keywords Tab – used to generate keywords based on the content of a webpage
• After adding keywords from the Keyword Tool, you can
• Estimate their potential traffic
• Add them to your ad group
• Download them as a .csv file

Site Exclusion

• The Site Exclusion Tool allows you to stop your ad from being shown on certain websites in the Google Content Network
• The Site Exclusion Tool is located under ‘Tools’ on the Campaign Management Tab
• Site Exclusion is applied at the campaign level

Analytics Tools

The Traffic Estimator

• Used to estimate:
• Your ads position based on keyword selection and max CPC
• Your daily advertising costs by keyword or Ad Group
• The number of impressions and clicks your keywords will generate
• Your keywords status and minimum bid
• The traffic estimator is located on the Campaign Management Tab under ‘Tools’

My Change History Tool

• Located on the Campaign Management Tab under ‘Tools’
• Used to view changes you have made to your account in the last three months
• Allows you to view changes within
• Daily Budget
• Keyword edits and additions
• Change in distribution preferences
• Changes made via the AdWords API
• If multiple people manage the account, you can view who made what changes
• The My Change History Tool will not display
• CPC changes made by the Budget Optimizer
• Changes made by the Ad Automator
• Ad approvals or disapprovals
• Password changes

Troubleshooting Tools

Ads Diagnostic Tool

• Used to:
• See if your ad is appearing on the first page of search results
• Determine why a particular keyword is not triggering your ad
• Identify why a particular ad or group of ads is not showing
• Access the Diagnostic Tool under the Keywords Variation Tab to get information on each individual keyword
• Or access the Diagnostic Tool from the Campaign Management Tab under ‘Tools’
• Hover over the Magnifying Glass icon next to a keyword to be presented with details on that particular keyword

Disapproved Ads Tool

• Tool displays:
• All ads in your account that have been disapproved
• The location of your disapproved ads
• The reason for disapproval
• Suggestions from AdWords to get your ad approved
• Date of the disapproval
• Disapproved Ads Tool is located on the Campaign Management Tab under ‘Tools’
• Once you edit your ad it will automatically be sent for review by AdWords for approval

<< 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


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