User manual GOOGLE ADWORDS INSIDERS GUIDE

[. . . ] Insider's Guide to AdWords What's Inside Section 1 Section 2 Using this guide AdWords basics · How it works · Account structure · Account navigation · How to organize your account Keywords · Creating effective keywords Ads · Writing relevant ads · Targeting ads · Getting ads closer to the top Tracking results · Online results · Offline results Troubleshooting · Making sense of your bills · Reasons for ad unseen Additional help · Getting online help · Glossary Section 3 Section 4 Section 5 Section 6 Section 7 Using this guide | Section 1 Have you ever read one of those books that let you pick different ways to get to the ending?Well, think of this "Insider's Guide to AdWords" the same way. Or you can skip between sections, using the section headings, the table of contents, and the glossary as your guide. Section 1 How do I use this guide? Whichever way you choose, you can't go wrong. Both paths lead to the same objective ­ a stronger command of AdWords and targeted customers for your business. [. . . ] For example, an ad for the keywords shade-grown coffee could appear alongside an article in The New York Times about the cultivation of coffee beans, or at the top of the www. we-love-coffee. com website. While content targeting is mostly an automated process, we can also provide you with control over where your ads appear and don't appear across content sites through Site Targeting. Site Targeting provides you with the tools to search easily through the thousands of sites in our network and select the ones on which you would like to place your ads. Example of ads on the Google content network. Section 4 | Ads Ads | Section 4 For example, luxury car makers could place their ad on all of the wine sites in our network because they believe that drinkers of fine wine also like to drive fine cars. Learn more about Site Targeting at http://adwords. google. com/select/AFC/sites. html. The Google Network is one of the largest online advertising networks available, reaching more than 80 percent of Internet users2. To take full advantage of that reach, make sure your campaigns are opted in to both the search and content networks. Try these lessons: · Ad Distribution: http://www. google. com/adwords/network · Writing Targeted Ad Text: http://www. google. com/adwords/adtext · Language and Location Targeting: http://www. google. com/adwords/targeting How to get your ad closer to the top The best way to get your ad closer to the top of the search results is to be more relevant than everybody else. Relevance works like this: The more relevant your ad is to searchers on Google, the more likely users will click it. (For example, caffeine addicts searching for coffee will click on ads for coffee more often than ads for SUVs. ) How we assess keyword relevance We use something called a Quality Score to assess the relevance of your keyword. The Quality Score is determined by the keyword's clickthrough rate (CTR), relevance of your ad text, historical keyword performance, landing page quality, and other factors specific to your account. This bid is the minimum amount you must pay per click in order to keep your ad running for the matched keyword. If your keyword is not running, you can either (1) increase your keyword's maximum cost-per-click (CPC) above the minimum bid, or (2) optimize your keywords and ad text to be more relevant. For more information about keyword performance, visit https://adwords. google. com/select/performance. html. 2 Unduplicated reach of Google and Partner sites, according to Google analysis of comScore Media Metrix, May 2005 Section 4 | Ads Ads | Section 4 Here's a summary of different ways (which we've covered in previous sec-tions) to increase your ad's relevance and improve your ad's position: · Use two- to three-keyword phrases. · Create both locally-targeted campaigns (with general keywords, such as coffee beans) and nationally targeted campaigns (with geo-specific keywords, such as Seattle coffee beans). · Use keyword variations (such as synonyms or alternate spellings). For more information, see sections 3 and 4 on creating keywords and writing ad text. Or visit our Optimization Tips page at https://adwords. google. com/select/tips. html. How to improve your ad position Technically, your ad position is determined by multiplying the matched keyword's Quality Score by its maximum cost-per-click (we call this formula Ad Rank). We'll reward more relevant keywords and ads by lowering the minimum cost-per-click you need to bid. The best way to improve your ad position without raising your cost is to have the most relevant ad text and keywords possible. Tracking Results | Section 5 Tracking online results Measuring online results is the best way to know whether you're spending your money wisely. If you measure your results well, you'll be able to tell which keywords and ads bring you the most customers, which ads bring in the most business, and ultimately how much return you're getting on your AdWords investment. Then you can adjust your campaign settings based on those results. Section 5 Tracking Results Conversion tracking You spend money on AdWords in order to get people to do something ­ buy your product, sign up for your mailing list, join your club, or whatever. Every time someone comes from an AdWords ad to your site, and then does whatever you want them to do, it's called a "conversion. " If you can track your conversions, you'll have information about which campaigns, Ad Groups, and keywords work best. [. . . ] Clicking one of the topics listed in the Help Center will open up a series of frequently asked questions and support materials. Here are some additional resources, all available through the AdWords homepage that we've created to solve most of the problems you're likely to encounter: Section 7 Additional Help Help Center: Frequently asked questions and help documents. https://adwords. google. com/support Learning Center: Text or multimedia lessons and quizzes on everything AdWords. http://www. google. com/adwords/learningcenter Demos and Guides: Step-by-step demos about your account, local targeting, conversion tracking, and more concepts. https://adwords. google. com/select/library Inside AdWords Blog: Frequent updates about AdWords, straight from our product team. http://adwords. blogspot. com Section 7 | Additional Help Additional Help | Section 7 Where can I find a glossary of terms?Some of the terms used in this kind of online advertising can be a bit confusing. So here's a quick translation guide, in case you come across something that doesn't quite make sense. [. . . ]