Google Advertising Fundamentals Exam

8/13/2019 Google Advertising Fundamentals Exam

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Google Advertising Fundamentals Exam

1. Introduction to AdWords

1.1 Overview of AdWords

Overview of Search Engine Mareting ! Online Advertising

Introduction to Search Engine Mareting and Online Advertising

A search engine helps users find the things they're looking for online. The user types a wordor phrase, called a query, into the search engine, which then displays a set of results that arerelevant to the query.

Most search engines provide two types of results listings in response to the same user query:organic also called !natural! or !free!" listings, and paid listings i.e., advertisements".#oogle keeps these two types of listings separate, and ads are noted $y the phrase !Sponsored%inks! appearing a$ove them.

Most search engines rank the results within each type of listing && in other words, theydetermine in what order to show the listings on the results page && according to how relevantthe result is to the user's query, with the most relevant appearing at the top of the page.

ach search engine calculates relevancy in a different way for each type of result organic and

paid". This is one of the main differences $etween one search engine and another, and it's afactor in many users' decisions a$out which search engine to use.

(n #oogle, although $oth organic and paid results appear in response to the same user query,the results are independent of each other. The ranking of an organic search result has no

$earing on the ranking of any ads, and vice versa. This makes it possi$le for an advertiser toperform well in the paid listings and have an ample online presence, even if their site isn'tpresent in the top organic search results.

)n #oogle's organic results, relevancy to the user's query is determined $y over *++ factors,one of which is the age-ankfor a given page. age-ank is the measure of the importance ofa page $ased on the incoming links from other pages. )n simple terms, each link from site A toa page on site adds to site 's age-ank.

#oogle Ad/ords also uses a com$ination of factors to rank paid listings, which will $ee0plained in depth later in this lesson.

"ow Search Engine Mareting Wors

ach type of listing && organic and paid && has a type of marketing approach associated with it.

Search engine o#timi$ation
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Search engine optimi1ation S(" involves $uilding new we$sites, or changing e0istingwe$sites, so that they rank highly in a search engine's organic listings when users search onterms that are related to the site's content. To learn a$out S( for #oogle organic searchresults, visit #oogle's /e$master 2entralsite.

Search engine mareting

Search engine marketing SM" is the process of promoting and marketing a we$site throughpaid listings advertisements" on search engines.

)n order to create an ad for a given search engine, you need to create an account with theadvertising product or $ranch of that search engine. 3or #oogle, this product is Ad/ords.After creating an account, you then create your ad and enter a list of user search queries &&called !keywords! && that can trigger your ad to $e shown.

Ads on most search engines operate on a pay&per&click 2" model, meaning that you payonly when a user clicks your ad, and not for the ad impression the instance in which the adappears on the page". The other common pricing model in online advertising is cost&per&thousand impressions 2M", in which you pay per impression, not for any clicks on your ad.

Site owners often choose to advertise their site instead of, or in addition to, optimi1ing theirsite for placement in the organic search results. Although it's necessary to pay for the clicksyour ads receive, advertising allows you to $e proactive a$out when and where a listing foryour site appears. 2reating an Ad/ords account takes minutes, and ads can run almostimmediately in response to keywords that you choose.

"ow Online Advertising Wors

Although SM refers to placing ads 4ust on search engines, online advertising as a whole ismuch $roader. The possi$ilities of online advertising include placing ads on nearly any typeof we$site or page a user might $rowse, such as news, $logs, reviews, entertainment, onlinemaga1ines, and marketplaces. )n Ad/ords, these other sites make up the #oogle 5isplay

6etwork.

Ads on the #oogle 5isplay 6etwork can $e in a num$er of formats, such as $asic te0t ads,graphical image ads in a variety of si1es, audio streams, or interactive and video ads. 7ou can

also choose many different targeting options for your ads: whether defining the user's devicea computer or a mo$ile phone" you'd like your ad to show on, or specifying the user'slocation, language, or demographic.

(nline advertising offers so many options that it's useful to define your advertising goals$efore $eginning. This can help you determine where to place ads search engines, 5isplay6etwork pages, or $oth" and what format of ads to place, and also help guide your $udgetingdecisions.

%irect &es#onse vs. 'randing in Online Advertising

(nline advertising goals generally fall into one of two categories: direct response or $randing.
http://www.google.com/webmasters/http://www.google.com/webmasters/


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%irect res#onse

)f your goal is direct response, you'd like a user to perform an action after clicking throughyour ad to your we$site: make a purchase, sign up to a newsletter, or request a quote, for

instance. The completion of your desired action $y the user is called a conversion.

To manage your online advertising strategy and costs, it's useful to define a cost&per&acquisition 2A" that you'd like to achieve per conversion. 7ou'll then $e a$le to monitor the

performance of your ads to ensure that they're meeting your 2A goals.

'randing

)f your advertising goal is $randing, your main reason for advertising online is to raiseawareness and visi$ility of your product, service, or cause. To achieve this, you'll want to aimto place your ads in front of as many people as possi$le within your target audience.

(se cases

Although 4ust a$out anyone could use online advertising for any reason, here are some of the$est use cases:

An online retailer without a physical store location:

8se online advertising to drive traffic to your we$site. Show ads $oth in response torelevant keywords on search engines and on 5isplay 6etwork we$pages that yourtarget customers would $e likely to visit.

A small $usiness that cannot afford e0pensive, traditional advertising methods:

8se online advertising to narrowly target your ads to a particular audience, and toclosely control your costs and track your return on investment -()".

A large $usiness that would like to $uild $rand awareness:

Show image ads or multimedia ads on 5isplay 6etwork we$pages that your targetaudience is likely to spend time on.

A)out Google and Google AdWords

Introduction to Google and Google AdWords

As a search engine, #oogle gathers and organi1es a multitude of information from the)nternet, then makes this information availa$le to users throughout the world who aresearching online.

8sers can visit the #oogle homepage or other #oogle properties, enter a search query termsrelated to information they'd like to find" into the search field, and click !#oogle Search.!#oogle returns a variety of search results && including lists of files, articles, documents, andwe$sites && that are all highly relevant to the query. )f a user clicks !)'m 3eeling %ucky,! theuser goes directly to the first we$site or document in the #oogle search results." 8sers canalso search for results within #oogle )mages, 6ews, and other speciali1ed #oogle services.

Search results appear on the left side of the page. #oogle doesn't accept payment to placewe$sites or documents in search results. 9owever, advertisers can purchase #oogle Ad/ords


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ads, which appear on the right side of the page, and sometimes a$ove the search results.

#oogle Ad/ords is #oogle's advertising program. Ad/ords lets you create simple, effectiveads and display them to people who are already searching online for information related to

your $usiness.

*he 'enefits of AdWords

ecause Ad/ords offers precise targeting and measura$ility, as well as tremendous reach, it'spossi$le to achieve a high -() on a large scale. %et's take a closer look at each of thesefactors:

&elevance

(ne of the $iggest $enefits Ad/ords offers is the a$ility to precisely target ads to users $ased

on their interest, as well as a num$er of other factors like location, language, anddemographic. The result is that the user sees highly relevant ads, which they are more likelyto click on. And $ecause ads on search engines show only in response to a user's query, theuser is also more likely to $e further along in the $uying cycle, and more likely to $e ready toconvert.

&eturn on Investment +&OI,

(nline advertising is thoroughly measura$le, making it easy to tell whether or not you'remeeting your advertising goals. very user's click is tied to a particular ad, keyword, andsearch query, all of which you can track and decide to improve whenever you like. )f you spota trend, you can create, modify, or delete keywords, ads, and campaign targeting selectionswithin seconds. This allows you to $e more responsive and more in control when it comes toimproving your -().

&each

very day, )nternet users conduct millions of searches on #oogle. /hen you use #oogleAd/ords, you have the opportunity to capture any segment of that $road worldwide audiencethat's actively looking for products, services, information, and we$sites. y giving your

products or services a presence during relevant user searches, you're ensuring that you're

visi$le in a crucial point in the customer's $uying cycle && when the user is actively searchingfor what you're offering.

'asic AdWords Features

-ommon AdWords *erms

8sing #oogle Ad/ords for the first time will introduce you to some new terminology. 9ereare a few of the most commonly used Ad/ords terms:

e/word

The keywords you choose are the terms or phrases you want to prompt your ad to appear. 3ore0ample, if you deliver fresh flowers, you can use !fresh flower delivery! as a keyword in


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your Ad/ords campaign. /hen a #oogle user enters !fresh flower delivery! in a #ooglesearch, your ad could appear ne0t to the search results.

0lacement

%ike keywords, placements are another way for you to control where your ads appear. Aplacement is usually a we$site where you'd like your ad to appear. 3or e0ample, if you selectwww.e0ample.comsports as a placement, your ad could appear on that site.

Image adA graphical ad, which can $e static or animated, that runs on the #oogle 5isplay 6etwork.Also called a display ad.

-am#aign ! Ad Grou#

Ad/ords accounts are organi1ed into campaigns and ad groups. 7ou start with one campaign,which has its own daily $udget and targeting preferences. 7ou can have multiple campaigns

running and might choose to create one campaign for each product or service you want toadvertise. /ithin each campaign, you have one or more ad groups, which are sets of relatedads, keywords, and placements.

Im#ression +Im#r.,

The num$er of impressions is the num$er of times an ad is displayed on #oogle or the #oogle6etwork. Monitor your impressions to see how many people your ad is shown to.

-lic)f a customer sees your ad and clicks on it to learn more or to do $usiness with you, it isrecorded in your account as a click. Monitor your clicks to see how many people choose toenter your we$site from your ad.

-licthrough &ate +-*&,7our clickthrough rate 2T-" is a metric that helps show how your ads are performing. Themore relevant your ads are, the more often users will click on them, resulting in a higher 2T-.The system calculates your 2T- as follows: 6um$er of ad clicksnum$er of impressions 0;++.

-ost#erclic +-0-,8nder the cost&per&click 22" pricing model, Ad/ords charges you for each click your ads

receive. 7ou won't incur any costs if your ad is displayed and users don't click it. 22$idding is the default for ads running on #oogle and the Search 6etwork. Most advertisersalso choose it for their campaigns that focus on getting a direct response from their audience,whether a sale, sign&up, or other action.

Maximum cost#erclic +maximum -0-,The highest amount that you are willing to pay for a click on your ad. 7ou can choose to set ama0imum 22 for individual keywords or for all the keywords within an ad group.

-ost#erthousand im#ressions +-0M,/ith some campaigns, you can choose to pay for views of your ad rather than clicks. The

ma0imum 2M is the most you're willing to pay for each thousand impressions, or views ofyour ad. 2M $idding is only availa$le for campaigns that target the 5isplay 6etwork and not


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#oogle search or search partner sites.

2ualit/ Score


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for the account. 7our time 1one and currency settings can't $e changed after you set up youraccount, so please choose carefully.

)n order to preserve the quality and diversity of ads running on #oogle, individuals

advertising for themselves or for their own $usinesses may only have a single Ad/ordsaccount unless e0plicitly advised otherwise $y #oogle.

This means that we don't allow advertisers or affiliates to have any of the following:

Ads across multiple accounts for the same or similar $usinesses

Ads across multiple accounts triggered $y the same or similar keywords

(nly client managers such as third parties or search engine marketers" who use a My 2lient2enter can have multiple Ad/ords accounts. All associated accounts must $e linked to themanager's M22 account.

"iring Someone to Manage 4our Account

Finding an Agenc/ or -ontractor

Many advertisers manage their own Ad/ords accounts, $ut others choose to have theiraccounts managed $y a #oogle Ad/ords 2ertified artner. )f you're looking for help, werecommend that you use#oogle artner Search, where you can specify your $udget, location,and the types of services you're looking for in order to $e matched with a #oogle 2ertifiedartner who fits your criteria.

Woring with an Agenc/ or -ontractor

A client manager works with client accounts through the My 2lient 2enter M22" program.The information $elow descri$es how client accounts and client manager accounts compare.

AdWords client accounts

)f you've set up your own Ad/ords account and your client manager has linked your accountto hishers, $oth you and your client manager have access to your account. 7ou can accessyour own account at any time and can unlink your Ad/ords account from your client

manager's at any time.

)f your client manager sets up your Ad/ords account for you, then you should ensure thatyour client manager does so under your personal sign&in email and password. That way, youcan also access and maintain control over your own account. Also, if your sign&in email isyour own, we may periodically send you important updates concerning your account.

2lient managers can update campaigns, manage account tasks for their clients, and view$illing summary history information for Ad/ords accounts. 9owever, client managers don'thave access to proprietary client information such as credit card information.

-lient manager accounts
https://adwords.google.com/professionals/search/https://adwords.google.com/professionals/search/https://adwords.google.com/professionals/search/


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(nly a client manager has access to the client manager account. y e0tension, a clientmanager will also have access to information regarding all related accounts via My 2lient2enter. %ike clients, a client manager can unlink a client account from hisher account at anytime.

Getting "el# to -reate Ads

7ou can use the Ad 2reation Marketplace to get help with your ads. The Ad 2reationMarketplace offers a selection of industry professionals who can provide script writing,editing, production, and voice&over talent at an afforda$le package cost. 7ou can access theMarketplace from your Ad/ords account, and it's free to search for and send pro4ect $ids tospecialists. 7ou aren't under any o$ligation to work with them until you accept a $id.


3. AdWords Account and -am#aign 'asics

3.1 Account Management 'asics

Introduction to AdWords Account Management

e/ -once#ts of AdWords Account Management

There are si0 main ta$s in an Ad/ords account: "ome, -am#aigns, O##ortunities,

&e#orting, 'illing, and M/ account. ach ta$ may have one or more su$&pages, which youcan view $y clicking the ta$.

;. "ome: This ta$ contains your Account Sna#shotpage, an easy&to&read summary ofkey account information.

*. -am#aigns: This is where you'll spend most of your time when you're managing yourAd/ords account. 9ere, you can create and edit campaigns, ads, keywords, and5isplay 6etwork placements. #et a quick sense of your account's performance overtime $y viewing the performance summary graphs and ta$les of campaign statistics.

>. O##ortunities: This ta$ is a central location for keyword and $udget optimi1ationideas across your account. /hen you want to increase your traffic or sales volume, $utare unsure of the types of changes you should make, this can $e a good place to start.

?. &e#orting: )f you're 4ust getting started with Ad/ords, the 2ampaigns ta$ containsall of the reporting you'll need to track the success of your ads, keywords, andcampaigns. To track the performance of your we$site, the -eporting ta$ includes

access to #oogle Analytics. %earn more a$out your reporting options in the measuringyour performancesection of this guide.
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@. 'illing: nter and change your $illing details, see your entire $illing history, as well asprint invoices.

. M/ account: 2ontrol your personal information, such as your login information anduser preferences. 7ou can also invite a friend or colleague to manage your Ad/ordsaccount from here.

AdWords Account Structure

5avigating an AdWords Account

/hen you sign in to Ad/ords, here are a few keys to getting around:

*a)s6 To view or change the different parts of your account, use the different ta$s. TheBeywords ta$ is where you can add or edit keywords, as well as see performance statistics or


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A)out 'illing 0references and 'illing Summar/

To view your $illing preferences and $illing summary, go to the 'illing ta$ of your account.

These $illing pages display all information related to your account payments. 7ou can viewyour method of $illing and form of payment. 7ou also can edit the payment details such as

payment method" and change your $illing address or contact phone num$er. 7ou may alsoenter any promotional codes you may have received.

A)out Account 0references

To view or change your account preferences, go to the M/ account ta$ and select Account#references.

(n the account preferences page, you can:

dit your username, password, and display language

5ecide which notifications you'd like to receive such as newsletters" and how you'd

like to receive them dit your primary $usiness type.

dit your #oogle Analytics auto&tagging capa$ility

-eview the Ad/ords Terms and 2onditions

*r/ it 5ow6 Account 0references

%earn how to view and update account preferences.

)nstructions: 3ollow the instructions $elow to view and modify account notificationpreferences.

;. Sign in to your Ad/ords account at https:adwords.google.com.*. 3rom the M/ accountta$ dropdown menu, select Account #references.>. 2lick 5otification settingsalong the left side of the page.?. )n the Emailcolumn, click any listed setting you'd like to change, and select the

desired option from the dropdown menu that appears.

. /hich notification topics are designed to help advertisers improve account

performance=

Account Monitoring and *rou)leshooting

Monitoring AdWords Accounts

All critical account alerts related to payment pro$lems, pending $udget end dates, credit and
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$ank card e0pirations, ad disapprovals, and other issues that will cause your ads to stopshowing are displayed in the 2ampaigns ta$, at the All Online -am#aignslevel. Thesecritical alerts will also $e sent to your designated #oogle Account email address.

The 5otification 0referencespage makes it easy to change your alert settings to receivenon&critical account alerts, or to $lock all alerts". This page also provides an easy way to optin to additional communications such as newsletters, special offers, and market research.

9ere's how to set your preferences for receiving alerts and other communications:

;. Sign in to your Ad/ords account at https:adwords.google.com.*. /ithin the 'My Account' section, select 'Account references,' and click the link for

5otification 0references.>. (n the '6otification references' page, you'll see alert categories for illing,

5isapproved ads, and 2ampaign maintenance issues, as well as listings for a range of

non&alert communications offering useful information.?. 3or alerts, designate whether you want to receive alerts online at your Account

Snapshot page", $y email at your registered #oogle Account address", or $oth. 3oreach delivery method, use the drop&down menus to choose !All! alerts, !(nly critical!alerts, or !6one! to receive no alerts".

@. 3or non&alert communications, check the $o0es to receive emails with newsletters,customi1ed help, market research and special offers.

. 2lick Save -hangesto save your preferences and $egin receiving alerts and othercommunications $ased on your selections.

7ou can return to the 5otification 0referencespage whenever you want to change your alertand communications preferences.

*r/ it 5ow6 Set an Alert

There are a num$er of ways you can monitor campaign performance, including setting upcustom alerts. A custom alert will notify you when certain changes andor $ehaviors occurwithin your campaign and ad groups.

3ollow the instructions $elow to set an average position alert.

;. Sign in to your Ad/ords account.*. Select a campaign and ad group.>. 6avigate to the e/wordsta$ for this ad group.?. 3rom the Alertdrop&down menu, select -reate a custom alert.@. 3or the alert type, select Avg. 0ositionand -hangesfrom the drop&down menu.. 2hoose from the&drop down menu and enter 7as the change amount.C. Apply to every keyword in the ad group.D. 2lick -reate.


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*. /hat other keyword level alerts might $e useful to you=>. /hat alert triggers are availa$le at the ad group level=

*rou)leshooting AdWords Account Issues

Account access issues

)f you are having trou$le accessing an account, visit the account access trou$leshooter. Thistool e0plains what to do if you forget your password, login email address, or customer )5.

'illing issues

/e ask that all $illing issues are directed to this online trou)leshooter.

Advertisers should include as much information as possi$le to help Ad/ords representatives

identify the issue. 9owever, credit card num)ers8 )an account information8 and9orAdWords account #asswords should never )esent via email.

3.3 -am#aign Management 'asics

Introduction to -am#aign Management

e/ -once#ts of -am#aign Management

The -am#aignsta$ is where you'll likely spent the most time in your Ad/ords account.

3rom here you can:

&eceive alerts: 7ou may see an alert $o0 tinted yellow, green, or red. These alerts provideimportant information a$out your account and a$out new Ad/ords features & such as adeclined payment.

-reate a new cam#aign: 2lick the 5ew cam#aign$utton a$ove the ta$le to create a newcampaign.

-hange cam#aign status and settings: ause, resume, or delete campaigns, or edit campaignsettings $y checking the $o0 to the left of one or more campaigns and then selecting one of

the $uttons a$ove the ta$le.

&eview the list of cam#aigns: This ta$le displays summary data a$out all online campaignsin your account. 8se the date range drop&down menus a$ove the ta$le to select the day or daterange you'd like to review. 7ou can also view all campaigns, all active campaigns, or all $utdeleted campaigns $y clicking the appropriate link a$ove the ta$le. 7ou can also refine yourview of campaigns $y choosing to view only ena$led or only paused and ena$led campaigns

$y using the controls a$ove the ta$le.

elow are descriptions of each ta$le column:

-am#aign: A list of your campaigns. 2lick the name of any campaign to see the adgroups within that campaign and any other relevant statistics.
http://adwords.google.com/support/aw/bin/request.py?fhc=1http://adwords.google.com/support/aw/bin/request.py?fhc=1http://adwords.google.com/support/aw/bin/answer.py?answer=112351http://adwords.google.com/support/aw/bin/request.py?fhc=1


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'udget: The current daily $udget of each campaign.

Status: The status of each campaign. A campaign's status can $e na$led, aused,

5eleted, ending, or nded:

o Enabled: Set to run normally

o Paused: Temporarily suspended and not currently running

o Deleted: 5eleted and no longer running

o Pending: 6ot yet started running

o Ended: 6o longer running as end date has already passed

7our campaign might also $e:

o Limited by budget: Eiew $udget recommendations if applica$le" for

campaigns that are missing impressions due to meeting their $udget regularly.

-lics: The clicks accrued for the ads in each campaign

Im#r.impressions": The num$er of times the campaign's ads have $een displayed on

#oogle or on sites in the #oogle 6etwork -*& clickthrough rate": The num$er of clicks divided $y the num$er of impressions

that the ads have received. This is e0pressed as a percentage: * clicks for ;++ pageviews equals a *F 2T-.

Avg. -0- average cost&per&click": The average cost accrued for clicks on the adswithin that campaign.

-ost: The total costs that a campaign has accrued during the time frame you selected.

Avg. 0os.average position": This refers to the average position on a search result

page that an ad appears in when it's triggered $y that keyword. -onv. +1#erclic,conversion rate": 9ow many user clicks turned into actual

conversions for the advertiser. 2onversion rate equals the num$er of conversionsdivided $y the num$er of ad clicks. This applies only to users who have set upconversion tracking.

-ost9-onv. +1#erclic,: The total cost divided $y the total num$er of conversions.

This tells you how much each conversion costs. This applies only to users who have

set up conversion tracking. -onv. rate +1#erclic,66um$er of conversions divided $y total clicks. This tells

you your conversion rate. This applies only to users who have set up conversiontracking.

The a$ove ta$le columns are shown $y defaultG you can use column customi1ation to add orremove metrics as you like.

9ere are the key features on the 2ampaigns ta$:

Account tree: 8se this menu $eside your account pages to switch $etween campaigns
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and ad groups.

0erformance summar/ gra#hs: 8se these custom graphs to compare trends on every

level of your account. 2lick the !2hange #raph (ptions! link to see data points like

clicks, impressions, and average position or to compare two of these metrics at once.

5etwors ta): This is where you manage your placements. 7ou'll also see the

summary statistics for $oth your Search and 5isplay 6etworks.

-am#aign rollu#s: '-oll&up' views let you see and edit all of a campaign's keywords,placements, or ads in one place, instead of finding and changing them ad group $y adgroup. 7ou'll find roll&up views on the Beywords ta$and6etworks ta$of youraccount.

%/namic hel# content: 9elp sections display the 3A


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-am#aign Guidelines ! 'est 0ractices

-am#aign 'est 0ractices

very account starts with a single campaign. ach campaign && whether you have one ormultiple && should reflect a single, overarching goal. /hen $uilding a campaign, ask yourself!/hat do ) want to achieve with this campaign=! 7our answer might $e to target a certainaudience, sell more products, increase signups, or $ring in more leads.

Some effective ways to organi1e your campaigns are $y:

Theme or product line coffee products, tea products, gift $askets"

7our we$site's structure, such as $y categories purchase, learn, signup"

5ifferent $rands I, 7, and J"

#eography 6ew 7ork, 2hicago, and 8nited States" %anguage nglish, Spanish, #erman"

5istri$ution preference search engines only, 5isplay 6etwork sites only, or $oth

search and the 5isplay 6etwork" udgets different $udgets per product line"

-reating ! Editing -am#aigns

-reating 5ew AdWords -am#aigns

7ou can create a new campaign at any time. 3ollow these steps to create a new Ad/ordscampaign:

;. Sign in to your account at https:adwords.google.com.*. )f this is your first campaign, click -reate /our first cam#aign. )f this isn't your first

campaign, look for the 5ew cam#aign$utton on the 2ampaigns ta$.>. 7ou'll $e taken to the Settingsta$ of your campaign to $egin choosing your campaign

settings.?. 6ame your new campaign, then select your other settings: audience language and

location, network settings,$idding and $udget options, and any availa$le advancedsettings. 2lick Save and continue.

@. 3ollow the remaining instructions on your screen to enter your ads, keywords, andplacements.

Editing Existing -am#aigns

(nce you've finished creating a campaign, you can ad4ust the settings or update the contentsat any time. To ad4ust the campaign settings, such as location targeting and $idding options,click the Settingsta$ within a campaign. To update the contents of a campaign, or its name orstatus paused, ena$led, deleted", navigate to the -am#aignsta$.

3rom the -am#aignsta$, you can make $ulk edits or inline edits. oth editing methods are

descri$ed $elow.
https://adwords.google.com/select/https://adwords.google.com/select/


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Editing more than one cam#aign at a time

;. Sign in to your Ad/ords account at http:adwords.google.com.

*. 6avigate to the !2ampaigns! ta$. At the top of the campaign ta$le, you'll see a set of$uttons and drop&down menus.

o : 5ew cam#aign: 2lick this $utton to create a new campaign.

o Edit: 9over over the item you'd like toedit, including your $udget, and make

the changes inline.

o -hange status6 Select the campaigns you'd like to pause, ena$le, or delete,

and choose the relevant option in the !2hange status! drop&down.

o More actions: This drop&down offers several other options for your campaign

ta$le, including the a$ility to download campaigns or statistics into variousformats.

Editing inline

This option lets you quickly edit a single campaign's name, status, or $udget. Hust hover overa ta$le row to highlight it and e0pose the edita$le fields. Then, 4ust click on a field to edit it.

Status dro#down: 2lick on the drop&down menu ne0t to the campaign name. Select

!na$led! or !aused! to change the status of your campaign.

5ame: 2lick on the pencil icon ne0t to the campaign's name, and you'll $e a$le to edit

the name right there. )f you click directly on the name, you'll actually navigate into thecampaign, so you'll end up on the !Ad groups! ta$ for that campaign.

Editing -am#aign Settings

2ampaign settings are used to define where your ad groups can run, who will see your ads,and how you'll pay for them. 9ere's how to edit campaign settings:

;. Sign in to your Ad/ords account at https:adwords.google.com.*. 2lick the name of the campaign you want to ad4ust.>. (n the Settingsta$, edit the settings you'd like to change. 7ou'll need to click Save

after each change.
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These are the settings you can edit from the -am#aignsta$:

;ocations: 7ou can target your ads to almost any set of locations, including countries,territories, regions, cities, and custom areas. 3or e0ample, you could target specific regions

within the 8nited States and a few large nglish&speaking cities in urope. 7ou can view oredit your targeting options from the Settingsta$ for your campaign.;anguages: /hen determining where to show your ads, the Ad/ords system looks at auser's #oogle interface language setting to see if it matches one of the languages that yourcampaign targets. 3or e0ample, only users whose #oogle interface language is Spanish willsee ads in a campaign targeted to Spanish.5etwors and devices: These settings determine where on the )nternet and on which types ofdevices your ads will appear. (n #oogle search and search partners, your ads may appearalongside, a$ove, or $elow search results, as part of a results page as a user navigates througha site's directory, or on other relevant search pages. (n the 5isplay 6etwork, ads are targetedautomatically to the content and 8-% of each page. 7ou can also choose to have your adsappear on desktop and laptop computers, ihones and other mo$ile devices with full )nternet

$rowsers, or $oth.'idding o#tion: asic $idding options include automatic $idding and manual ma0imum 22

$idding. /ith $oth of these options, your $id is the amount you're willing to pay for a click onyour ad. 7our $idding option, along with your $udget, is one of the ways you control the costof your ad campaign.'udget: This is the amount you're comforta$le spending on Ad/ords advertising each day.(nce your account is running, you can ad4ust your $udget at any time.Ad scheduling: This setting lets you specify certain hours or days of the week when you wantyour Ad/ords ads to appear. 7ou can also ad4ust $ids for your ads during certain time

periods.Ad rotation: This selection determines how often we deliver your active ads in relation to oneanother within an ad group:

O#timi$e +default,: The system will favor ads that have a com$ination of a high

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@. 2lick on the campaign name to see all of the ad groups within that campaign.. #o to the Settingsta$.C. dit the demographics to e0clude Ages +&;C.D. 2lick cancel.

. Are demographic options availa$le for campaigns that are only running on the Search

network=

3.7 Ad Grou# Management 'asics

Introduction to Ad Grou# Management

e/ -once#ts of Ad Grou# Management

The Ad groups ta$ is a fast way to see and edit details of all the ad groups in your Ad/ordsaccount. This ta$ shows you not 4ust ad groups from one single campaign, $ut from allcampaigns.

The Ad groups ta$ is found on the All online cam#aignspage of your account, and at theindividual campaign level. )t starts with a customi1a$le graph of the overall performance ofyour ad groups. 2lick -hange Gra#h O#tionsto see data points like clicks, impressions, andaverage position.

elow the graph you'll see columns for these items:

Ad group

2ampaign

Status showing whether an ad group is eligi$le, paused, or deleted"

Statistics including clicks, impressions, and other relevant details"

Ma0imum $ids for search and the 5isplay 6etwork

2lick the name of any ad group or campaign to go directly to the detail page for that ad group

or campaign. 2lick any column header to sort $y that topic. 3or instance, click the !Ad group!column to sort alpha$etically $y ad groups, or click the !)mpressions! column to sort your adgroups from most impressions to least. 2lick the header again to reverse the order and seethem from fewest impressions to most."

6e0t to the name of each ad group you'll see an icon to indicate that the ad group is ena$ledgreen dot", paused gray $ars" or deleted red 0". To change that status, click the icon andchoose a new one from the drop&down menu that appears.

To change the name of any ad group, mouse over the current name and then click the pencilicon which appears. 7ou can rename the ad group right on the spot. 7ou can also edit ad

group default $ids $y clicking directly on the amount and then entering a new one right in thesame $o0. /ant to edit more than one ad group on this page= 2lick the check $o0 ne0t to


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each ad group, then select !dit! from the row of $uttons 4ust $elow the ad groups graph.

To add keywords, placements, or new ads to an ad group, click the name of the ad group hereand you'll $e taken through to the detail page for that ad group, where you can work with the

normal Beywords, 6etworks and Ads ta$s for that ad group.

-reating and Editing Ad Grou#s

-reating Ad Grou#s

Ad group creation takes place within the conte0t of the ta$s in your account. This means thatyou'll set up the components of the ad group on the same ta$s where you also view or editthem, so you'll know where to go if you want to go $ack later and make edits. 7ou can stop inthe middle of the creation flow or skip a step and then return later to finish. )f you're notinterested in the e0tra guidance, you can choose to set up your ad group all on one page. Thisoption is e0plained in the forth step $elow.

9ere's how to create an ad group:

;. Sign in to your Ad/ords account at https:adwords.google.com.*. (n the All online cam#aignspage, click the name of the ad campaign that will

contain your new ad group.>. 2lick the : 5ew ad grou#link that is 4ust a$ove the $uttons at the top of the ad group

ta$le.?. At this point, you can choose to create your ad group in the conte0t of the ta$s in your

account we'll walk you through the steps", or you can click the Switch to one#ageformlink, which will let you fill in all the relevant information on one page.@. )f you want continue in the conte0t of your account, name your new ad group. 2lick

Save and continue.. 7ou'll $e taken to the !Ads! ta$. 2hoose the type of ad you want to create first, then

follow the instructions to create your ad and your destination 8-%. 2lick Save andcontinue. The system will check your ad, then take you to the ne0t page.

C. 7ou'll find yourself on the !Beywords! ta$ of your ad group. nter keywords in the!Add keywords! te0t $o0. 7ou can also use the keyword toolto find and add newkeywords.

D. efore saving your keywords, enter your search default $id and automatic placements

default $id for this ad group. The $id section will indicate 22 or 2M, depending onwhich $idding method you have chosen for this campaign. 2lick Save and finish. Thesystem will check your keywords and then show you your keywords ta$le.

7our new ad group is now active. The ads in this new ad group are availa$le to $egin runningon the keywords you've chosen. To add managed placements to this ad group, click the5etworsta$.

Editing Ad Grou#s

(n the -am#aignsta$ of your account, you can edit an ad group's name, status paused,

ena$led, and deleted", and default $ids.
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;. Sign in to your Ad/ords account at https:adwords.google.com.*. (n the -am#aignsta$, click the campaign containing the ad group you want to work

with.>. Select the Ad grou#sta$.?. Select the check$o0es ne0t to the adgroups you'd like to edit, and click the Edit

$utton. 6ow you can edit the name, status, and ad group default $ids.@. (nce you've made your change, click Save.

Shortcut6dit your ad group inline $y moving your cursor over certain cells in your ad groupta$le. 9ere are a few options:

5ame62lick on the pencil icon ne0t to the ad group's name, and you'll $e a$le edit the

name right there. )f you click directly on the name, you'll actually navigate into the adgroup.

%efault )id62lick the ad group's 22 and 2M $id and choose a new amount.

Status62lick the status icon a green dot, red cross, or pause sym$ol" to select a new

status for that campaign: na$led, aused, or 5eleted.

2lick the : 5ew ad grou#$utton to create a new ad groupin your campaign. (ther settings,such as location targeting and $idding options, are controlled at the campaign level in yourcampaign settings. %earn how to edit the components of an ad group in separate help articles:ads, keywords, andplacements.

Ad Grou# Monitoring ! *rou)leshooting

Monitoring Ad Grou#s

To monitor your ad group performance, first visit the "ometa$ in your account. The 9ometa$ provides a comprehensive source of key information. )t features:

)mportant alerts and status updates

A performance overview with configura$le statistics and graphs for your advertising

costs, clicks, impressions, 2T-, conversion rate, and more %inks to helpful tips and other resources to help you get the most out of Ad/ords

3or a more granular look at your ad groups, use the Ad grou#sta$ to monitor specificelements of each ad group. /ithin the Ad grou#sta$, you'll notice a performance summary

graph that lets you chart two metrics at once over a selected date range. This will provide youwith a quick look into how your statistics have changed over time.

*r/ it 5ow6 Ad Grou# ;evel %ata Inter#retation

There are multiple ways to monitor account performance. At the ad group level, performancecan $e viewed using configura$le statistics and graphs.

3ollow the instructions $elow to view the performance of a given ad group.

;. Sign in to your Ad/ords account at https:adwords.google.com.

*. #o to the Ad grou#sta$ for a given campaign.>. Select an ad group $y clicking its name in the ta$le.
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?. Set the date range to the last month.@. 2lick the graph $utton in the tool$ar a$ove the ta$le to e0pand the graph options

panel.. 2hoose -licsas your primary metric. 3or your comparison metric, choose

Im#ressions)mpr.".

. 8ser queries impact the num$er of impressions for this ad group. 5o impressions vary

$y day of week=


7. AdWords Ad Formats

7.1 Overview of Ad Formats

AdWords *ext Ad 'asics

*ext Ad e/ -once#ts

As a rule, all Ad/ords advertising should follow the same fundamental principles. Adsshould:

2learly and accurately represent your site.

mphasi1e the unique $enefits of your product or service.

Te0t ads are the most $asic type of Ad/ords ad. They're sometimes known as !sponsoredlinks! $ecause the title links to a we$site.

Te0t ads may appear on #oogle, search partners, or the #oogle 5isplay 6etwork. (n searchsites, part of the ad te0t appears in $old whenever it matches or nearly matches a user's searchquery.

3or most languages, te0t ads can contain, including spaces, *@ characters for the title, C+characters for the ad te0t, and >@ characters for a display 8-%. (n #oogle, this is displayedon four lines: a title, two lines of ad te0t each with >@ characters", and a 8-% line. 9owever,the format may differ on #oogle partner sites.

AdWords Image Ad 'asics

Image Ad e/ -once#ts

Ad/ords image ads are graphical ads that can $e static motionless" or animated. These ads

appear on select 5isplay 6etwork sites not search sites" in the #oogle 6etwork which haveopted in to the image ads program. Most sites on the #oogle 5isplay 6etwork support image
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ads.

)mage ads com$ine two powerful features && graphics and proven Ad/ords targetingtechnology. This gives advertisers the power of pictures along with the precision of matching

ads to related 5isplay 6etwork sites.

See a list of frequently asked questions a$out image ads.

-reating Image Ads

To create an image ad, first verify that your campaign is opted into the #oogle 5isplay6etwork image ads can only run on #oogle 5isplay 6etwork placements". Then, create animage ad $y visiting your ad group's !Ads! ta$ and opening the !6ew ad! drop&down menu. )fyou already have an image prepared, select !)mage ad.! 7ou'll $e prompted to upload yourimage and select a display and destination 8-%.

/hen you upload your image, providing descriptive image names will help simplify yourreporting and communication with our client services team. 9ere are a few restrictions andtips for naming your ad images:

5on't e0ceed @+ characters

)nclude an image description

)nclude the campaign or ad group name

)f you don't already have an image prepared, select !5isplay ad $uilder! from the drop&down

menu. This tool will help you $uild an image ad from one of our do1ens of professionallydesigned templates. See a list of frequently asked questions a$out the 5isplay Ad uilder.

6ote that your image ads will not start running until they are reviewed and approved per ouradvertising policies. Since this review may take a few days, please take that into accountwhen waiting for your ad to appear.

AdWords =ideo Ad 'asics

AdWords =ideo Ad 'asics

)f you're thinking seriously a$out reaching an online video audience and you have specificcampaign o$4ectives for the online video and entertainment space, you can work with #oogle,7ouTu$e, and our pu$lishing partners to do more integrated promotions that are $uilte0clusively with a video content audience in mind. (nline video is one of the largest areas ofmedia consumption, with an audience of hundreds of millions who are open and accustomedto viewing advertisements in video content.

Eideo placements can help you e0pand your $rand reach across a large demographic of glo$alusers who are eager to view, share, and create new video content online. Eideo ads provideusers with a rich and engaging advertising e0perience that can supplement a we$ video'scontent, or advertise a product or service that is relevant to users watching video content. This

results in enhanced online $randing and cross&promotional advertising campaigns.
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=ideo Ad e/ -once#ts

A##earance

Eideo ads may appear in, with, or around video content, depending on the ad format. 2ontentproviders must opt in to showing specific video ad formats $efore video ads can appear ontheir site. 9ow the video ad will appear to users, and how they will interact with the ad,depends on the video format:

To see in&stream, graphical, and te0t overlay video ads samples that have appeared on

#oogle 5isplay 6etwork we$sites, see these video ad demos.

Ad creation

7ou'll need to use the 5isplay Ad uilder to create a video ad.

0ricing

7ou may choose 22 or 2M pricing depending on the video ad format.

*argeting

7ou must target your ads to the #oogle 5isplay 6etworkfor your ads to appear. They willnot appear in #oogle search results. 7ou also have the a$ility to target your video ads

internationally, nationally, or locally $y language or country. 7ou can also use placementtargeting to target your video ads to users $rowsing certain categories of content, or tospecifically target only certain sites.

-reating =ideo Ads with %is#la/ Ad 'uilder

The 5isplay Ad uilder is a quick an easy way to create visually creative ads including videoads" that will engage your audience. efore you can create video ads, first make sure yourcampaign is set to show ads on the #oogle 5isplay 6etwork. Then, to create a new ad fromwithin your Ad/ords account:

;. 3rom the Adsta$, select 5ew ad, and then %is#la/ ad )uilderfrom the drop&downmenu.

*. Select a display ad template with a video format.>. 2omplete the required fields of the template, including uploading any assets or

selecting a previously uploaded asset.?. Save your ad.

Integrating =ideo Ads Into -am#aigns

To create a successful video ad campaign, remem$er that your campaign settings are crucial.9ere are some things to keep in mind when designing your video campaign:
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0lacement and e/word targeting

Eideo ads will only $e shown on the #oogle 5isplay 6etwork, not on #oogle search results.2ontent providers must opt in to showing specific video ad formats $efore they can appear on

their site.

7ou can choose to serve your video ad on specific sites in our network, or use keywords totarget your ads to pages that relate to your product or service:

)f you're using managed placements, select sites or categories that you know your

target audience will find interesting. /e recommend that you target at least ;+ sites, ifpossi$le. This will help ensure your ad's visi$ility, and can allow you to 4udge yourad's relative performance more easily.

)f you're running a keyword&targetedcampaign, it's important to have tightly themed

ad groupsthat only contain keywords that relate to a specific theme or topic.

;anguage and location targeting

7ou have the a$ility to target your video ads internationally, nationally, or locally. 3ocus youradvertising on only those regions where you conduct $usiness. )f your ad is tailored to a

particular area, use geo&targetingto control where the ad is shown. This way, you can ensureyour ad is $eing seen only $y your desired audience.

0ricing

As with our other ad formats, you can choose to $id on a cost&per&click22" or cost&per&thousand impressions2M" $asis for your video ads $y creating either a keyword&targetedcampaign to use 22 $idding" or a placement&targeted campaign to use 22 or 2M

$idding".

9ow much you'll pay depends on which pricing model you choose:

-ost#erclic 0ricing +-0-,6 *ext Overla/8 In=ideo8 -licto0la/

)f you choose to target your te0t ads to the 5isplay 6etwork or to videos within the

5isplay 6etwork, you can choose 22 pricing. This means you'll set a ma0imum $idfor each click on your ad and set a $udget limit for overall spending for the campaigncontaining those keywords. 7ou'll pay when a clickthrough leads users to yourwe$site, not when a user clicks on your video ad's opening image or play $utton.

Exam#le: 7ou choose to pay a ma0imum 22of 8SK+.+@ per click for each of fivekeywords in an ad group. 7ou set a daily $udget of 8SK;.++ for the campaign, whichcontains only this ad group. Any or all of your keywords may receive clicks at a costat or $elow 8SK+.+@ each, until your campaign accrues 8SK;.++ in a day or8SK>+.++ per month".

-ost#erthousandim#ressions 0ricing +-0M,6 *ext Overla/8 InStream8 In=ideo8 -licto0la/
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)f you choose 2M pricingallowed only in campaigns that don't target search", you'llpay for impressions of your opening image, rather than plays of your video.

Select $id amounts that you're comforta$le with. )f you're not getting many impressions, tryincreasing your $id to improve your visi$ility. As with all Ad/ords ad formats, video adswill compete for availa$le positions on the #oogle 5isplay 6etwork with te0t and otherdisplay ads. 9igher $ids can help your video ad show over the competition and win ad

placement.

AdWords Mo)ile Ad 'asics

Mo$ile ads are an ad format designed specifically for mo$ile phones. To fit on the smallmo$ile screen, mo$ile ads are smaller than their desktop counterparts. They come in $oth thete0t and image variety.

/hen users are $rowsing the )nternet on their phones, mo$ile ads appear when they search on#oogle.com, as well as $rowse our Mo$ile 5isplay 6etwork && that is, mo$ile we$sites thathost #oogle ads. Hust as with desktop&$ased image ads, mo$ile image ads are only eligi$le toappear on the Mo$ile 5isplay 6etwork.

Mo$ile ads must lead to a mo$ile we$site. 7ou can also choose to add a '2all' link to the endof your mo$ile te0t ads, so users can call immediately instead of visiting your mo$ile we$site.

As the mo$ile phone market evolves, it's important to note that mo$ile devices with full)nternet $rowsers, like the ihone, are designed to display full )nternet pages, 4ust like desktop

computers. Therefore, they display standard Ad/ords te0t, image, and video ads && not themo$ile ad format discussed in this lesson.%earn more a$out how to target full&$rowser mo$iledevices.

efore you create a mo$ile ad, please note that we recommend creating a separate campaign4ust for your mo$ile ads and settings. This will allow you to monitor and optimi1e theperformance of your mo$ile ads.

Then, tocreate a new mo$ile ad from within your Ad/ords account:

;. Select the campaign and then the ad group in which you want to create a new ad. esure to do this firstG the 'mo$ile ads' option will only appear if your campaign istargeting a country where we offer mo$ile ads.

*. 2lick the 5ew addropdown at the top of the ta$le, and choose Mo)ile ad.>. 3ill out the fields, as needed.?. 2lick Save ad.

*r/ it 5ow6 =iew Mo)ile Ad Formats

Mo$ile ads are designed specifically for mo$ile phones. (nce you've reached a user searchingon a mo$ile phone, it's important to direct them to a mo$ile we$site. Advertisers can reach

users using $oth te0t and image ads.
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3ollow the instructions $elow to create a mo$ile image ad.

;. Sign in to Ad/ords.

*. 6avigate to a campaign and click the Adsta$.>. 3rom the 5ew addrop&down menu, choose Mo)ile ad.?. Select an ad group for this new ad.@. 2hoose the WA0 image adoption.. efore you click the -hoose file$utton, roll over the format specifications question

mark icon.C. Make ad4ustments to your image if necessary.D. 2lick -hoose fileand navigate the file you wish to upload.L. rovide a display 8-% and destination 8-%.;+. 2lick Save adto finish.


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7ou may choose 22 or 2M pricing.

*argeting

7ou must target your ads to the #oogle 5isplay 6etworkfor your ads to appear. They willnot appear in #oogle search results. 7ou also have the a$ility to target your adsinternationally, nationally, or locally $y language or country. 7ou can also use placementtargeting to target your ads to users $rowsing certain categories of content, or to specificallytarget only certain sites.

-reating &ich Media %is#la/ Ads

efore you can create rich media display ads, first make sure your campaign is set to showads on the #oogle 5isplay 6etwork. Then, to create a new ad from within your Ad/ordsaccount:

;. 3rom the Ads ta$, select %is#la/ ad )uilder.*. Select either &ich mediacategory.>. Select a rich media display ad template.?. 2omplete the required fields of the template, including uploading any assets or

selecting a previously uploaded asset.@. Save your ad.

Integrating &ich Media %is#la/ Ads Into -am#aigns

To create a successful rich media display ad campaign, remem$er that your campaign settingsare crucial. 9ere are some things to keep in mind when designing your campaign:

0lacement and e/word targeting

-ich media display ads will only $e shown on the #oogle 5isplay 6etwork, not on #ooglesearch results. 2ontent providers must opt in to showing specific display ad si1es and formats

$efore they can appear on their site.

7ou can choose to serve your ad on specific sites in our network, or use keywords to targetyour ads to pages that relate to your product or service:

)f you're using managed placements, select sites or categories that you know your

target audience will find interesting. /e recommend that you target at least ;+ sites, ifpossi$le. This will help ensure your ad's visi$ility, and can allow you to 4udge yourad's relative performance more easily.

)f you're running a keyword&targetedcampaign, it's important to have tightly themed

ad groupsthat only contain keywords that relate to a specific theme or topic.

;anguage and location targeting

7ou have the a$ility to target your rich media display ads internationally, nationally, orlocally. 3ocus your advertising on only those regions where you conduct $usiness. )f your adis tailored to a particular area, use geo&targetingto control where the ad is shown. This way,
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you can ensure your ad is $eing seen only $y your desired audience.

0ricing

As with our other ad formats, you can choose to$id on a cost&per&click22" or cost&per&thousand impressions 2M"$asis for your ads $y creating either a keyword&targetedcampaign to use 22 $idding" or a placement&targeted campaign to use 22 or 2M

$idding".

-ost#erclic 0ricing +-0-,: 7ou can set a ma0imum $id foreach click on your adand set a $udget limit for overall spending for the campaign.

Exam#le67ou choose to pay a ma0imum 22 of 8SK+.+@ per click for each of fivekeywords in an ad group, where the ad group contains a photo gallery display ad. 7ouset a daily $udget of 8SK;.++ for the campaign, which contains only this ad group.

Any or all of your keywords may receive clicks at a cost at or $elow 8SK+.+@ each,until your campaign accrues 8SK;.++ in a day or 8SK>+.++ per month".

-ost#erthousandim#ressions 0ricing +-0M,6)f you choose 2M pricing, you'll

pay for impressions of your ad.

Exam#le6)f you create a click&to&play video ad with 2M pricing, you'll pay forimpressions of your video ad's opening image, rather than plays of your video.

Select $id amounts that you're comforta$le with. )f you're not getting many impressions, tryincreasing your $id to improve your visi$ility. As with all Ad/ords ad formats, rich mediadisplay ads will compete for availa$le positions on the #oogle 5isplay 6etwork with te0t andother display ads. 9igher $ids can help your ad show over the competition and win ad

placement.

&ich Media %is#la/ Ad 'asics

7.3 Ad Formats Guidelines ! 'est 0ractices

*ext Ad Guidelines ! 'est 0ractices

*ext Ad Guidelines and 0olicies

Ad/ords te0t ads are su$4ect to Ad/ords advertising policies and may $e disapproved ifthey aren't in compliance with these guidelines. 5isapproved ads may not run on #oogle orthe #oogle advertising network.

Ad/ords te0t ad policies fall into the three categories: editorial and format, content, and link.All guidelines are intended to help advertisers create effective ads to meet their advertisinggoals.

7ou'll find selected Ad/ords te0t ad policies listed $elow. lease also review the completete0t ad policies in the Ad/ords 9elp 2enter.
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Editorial and format6These policies typically apply to the ad te0t the first three

lines of your ad". 3or e0ample:o 2haracter limit: 7our intended headline, te0t, and 8-% must fit within the

required limits and not $e cut off.o rices,discounts, and free offers: )f your ad includes a price, special discount,

or !free! offer, it must $e clearly and accurately displayed on your we$sitewithin ;&* clicks of your ad's landing page.

o unctuation and sym$ols: Among other requirements, ads may only contain a

ma0imum of one e0clamation point. -ontent6These policies relate to the products and services you advertise, and may

apply to ads and the content of your site. 3or e0ample, advertising is not permitted forthe promotion of certain weapons, or for aids to pass drug tests.

;in6These policies relate to the display and destination 8-%s in your ad. 3or

e0ample, the display 8-% must $e accurate, and links to your we$site must allowusers to enter and e0it the landing page easily.

Writing *argeted Ad *ext

elow are some specific tips to help you create compelling ad te0t.

-reate sim#le8 enticing ads.

/hat makes your product or service stand out from your competitors= 9ighlight thesekey differentiating points in your ad. e sure to descri$e any unique features or

promotions you offer. Include #rices and #romotions.

The more information a$out your product that a user can gain from your ad te0t, the

$etter. 3or e0ample, if a user sees the price of a product and still clicks the ad, youknow they're interested in a potential purchase at that price. )f they don't like the price,they won't click your ad, and you save yourself the cost of that click.

(se a strong calltoaction.

7our ad should convey a call&to&action along with the $enefits of your product orservice. A call&to&action encourages users to click on your ad and ensures theyunderstand e0actly what you e0pect them to do when they reach your landing page.Some call&to&action phrases are 'u/8 0urchase8 -all toda/8 Order8 'rowse8 Sign u#,and Get a


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conomical (ffice 2omputer3urniture for * Applications.www.greenlu0works.com

;. -ewrite the ad te0t to include a strong call to action.*. )nclude the keyword !office furniture! in the te0t.

>. )nclude a purchase price range in the ad te0t.?. 2ompare the new ad te0t with the original.

. 2an including a purchase price in the ad te0t reduce unwanted clicks=

Image Ad Guidelines ! 'est 0ractices

Image Ad Guidelines ! 0olicies

Static image ads can $e formatted in .gif, .4pg and .png. Animated image ads can $e formattedin .gif or 3lash. The file si1e limit of an image ad is @+ B.

)mage ads can $e in the following si1es:

*@+ 0 *@+ Square

*++ 0 *++ Small Square

?D 0 + anner

C*D 0 L+ %eader$oard >++ 0 *@+ )nline -ectangle

>> 0 *D+ %arge -ectangle

;*+ 0 ++ Skyscraper

;+ 0 ++ /ide Skyscraper

)mage ads should clearly and accurately reflect your site and emphasi1e unique $enefits ofyour product or service.

)f your image ad doesn't meet these rules, it won't $e allowed to run. See a full list ofguidelines on our )mage Ad olicy page.

Image Ad 'est 0ractices

9ere are some $est practices we've put together to help you get the most from your image ads:

5isplay advertising isn't that different from te0t&what works for te0t ads generally

works for image ads. 9ere are Cpoints to keep in mind:

;. 8se a compelling call to action such as !learn more,! !$uy now,! or !visit ustoday.!

*. rominently show your display 8-% which typically contains a company'sname, is a ma4or component of a te0t ad. 7ou have more room in an image ad,so don't $e afraid to use your $rand or logo as well.
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>. )nclude details like prices, delivery details, and relevant special offers.?. -elevance is key. Make sure your ads lead to a relevant landing page.@. 8se appropriate capitali1ation&the nice thing a$out display is that you can have

all caps. Try to use these effectively.. romote a sense of urgency in your display ads if you have time&sensitive

pricing or offers. 8se phrases like !hurry,! !limited time,! and !special offer!to capture a user's attention and push them to take action.

C. Beep it simple. 6o one responds well to clutter&get your point across as simplyas possi$le.

)nclude clear images of your product andor people using your product, which will

help users connect with an advertisement.

Align all of your advertising messaging, which will help $uild a more cohesive $rand.

)f you have effective advertising offline, chances are it will $e effective online. Makeyour online image ads consistent with your television and print ads.

)nteractivity can $e effective, $ut keep it simple and don't make people work for your

message. #et your message across and then let users interact.

eople have short attention spans&that means if you don't entertain them or gra$ their

attention right away within three seconds", they'll move on and your message will $elost.

)f you have a multi&ad campaign, or if your ad contains several frames, make sure that

each ad stands on its own merit. (ne way to achieve this is to include your $rand orlogo in every frame.

)f you're creating image ads using our free 5isplay Ad uilder tool, take a look at

these$est practices.

=ideo Ad Guidelines ! 'est 0ractices

=ideo Ad Guidelines ! 'est 0ractices

efore you $uild your campaign, it's important to $e aware of the advertising policies andrequirements for the video ad format you've chosen. 7ou'll need to $uild your campaign andvideo ads so that they are in compliance with these guidelines.

6e0t, to $uild a successful video ad campaign, it's important to $e certain whether your goal isto $uild a $randing campaign, or a direct response campaign. 7ou can then follow $est

practices according to your goals and align your campaign settings and video ad content

accordingly.
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=ideo Ad 0olicies

Ad/ords video ads are su$4ect to Ad/ords advertising policies, and these policies may differslightly depending on the video ad format. Eideo ads will $e disapproved if they are not in

compliance with these guidelines. 5isapproved ads may not run on #oogle or the #oogleadvertising network.

-eview the advertising policies for video ads in the Ad/ords 9elp 2enter.

=ideo Ad -reation 'est 0ractices

=ideo -ontent

The video you create for your ad should $e direct and engaging. 7ou don't have a captiveaudience, so it's important to maintain user attention throughout the duration of the video.Beeping the tips $elow in mind will help.

5eliver your key messages early in the video, $ecause users may not watch the full

length. lay rates drop off significantly after ?@ seconds, and some pu$lishers maychoose to only show videos that are ;@ seconds long or less.

e clear a$out what your $usiness offers and your message, since the video may $e

your sole communication with a site's users. rovide clear ne0t steps for users to take after finishing the video, such as making a

purchase or visiting your we$site or store. Eideo content should $e entertaining, informational, and relevant to what your

$usiness offers. 7ou only have a captive audience if they choose to continue watchingyour ad, and viewers can drop off at any time. 8sers are more likely to view most ofthe content if the video has an entertaining storyline and if they are a$le to learn a$outyour product's features through the video.

Eideo ads allow you to use $oth sight and sound to communicate with your

consumers, so make sure that the voices and sound tracks you use complement youroverall message. )f you're using a soundtrack, the music should not drown out anyvoices.

O#ening Image +-licto#la/ onl/,6

7our image should $e descriptive and eye&catching. /e suggest using the techniques $elowto create an effective opening image:

ntice users to click play using rich, sharp colors.

)nclude a few words to descri$e your product, service, andor company.

oost your play rate with a call&to&action that lets users know they can play the video

to learn more. 2reate multiple video ads with different opening image si1es to increase the num$er of

placements where your ad will $e eligi$le to appear. Avoid using standard $anner ads as the opening image. /e've found that an opening

image that doesn't look like an actual advertisement can generate greater interest. Such!non&commercial! images make users feel like there's more to learn $y clicking the!play! $utton and viewing your video.
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Avoid cramming te0t into your opening image && crowded and complicated messages

can $e unattractive to users. The key is to arouse people's curiosity and make themwonder what the video is a$out.

Make sure the quality of your opening image is consistent with the quality of yourvideo. 5on't make a $ad impression on your audience $y showing an interesting image

to entice people to play the video $ut then provide disappointing video content.

=ideo Ad 0erformance 'est 0ractices

)t's important to monitor the performance of your video ad to $e sure it's reaching users in away that's optimal for you. /e recommend waiting at least >+ days after $eginning a videocampaign to measure its success. The return on investment -()" that a video campaign

$rings to your $usiness sometimes may not $e apparent immediately.

After your video ads have had a chance to run for a while, review their performance andconsider optimi1ing your campaigns to keep them effective and valua$le for your campaign,whether it's $randing or direct&response focused.

Ad #erformance

To effectively monitor the performance of your ad, we suggest following the tips $elow:

)f you find that interaction rates are declining, keep your campaign fresh $y adding

new videos or images to keep users engaged. id $y impression rather than $y clickG this way, lower clickthrough rates won't affect

where your ad appears.

/hen running cost&per&click 22" campaigns, use negative keywords and e0clusionsto prevent your ad from appearing where it would not $e effective. 3ocus on interaction rates, rather than clickthrough rate or cost&per&conversion, as

these are a $etter indicator of the time your audience engages with your $rand.

eyond 4ust concentrating on individual video ads, you should also consider your campaignperformance more $roadly.

8se geo&targeting to focus your advertising to regions or areas where you conduct

$usiness. Tailor your campaign to specific sites and demographic groups with placement

targeting. )f using a keyword&targeted campaign, make sure your keywords are closely related to

your specific theme or topic. (ptimi1e your $ids to reach a target cost&per&play price.

0lacement #erformance

8se interaction rate to compare how each of your targeted sites is performing in comparisonto your campaign average:

)f a site is performing su$stantially $etter than your average, add more sites like it to

your campaign. nter the 8-% in the !%ist 8-%s! $o0 in the lacement Tool to get alist of possi$le we$site targeting options.


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2onsider e0cluding less valua$le sites where users are frequently e0posed to your ad

and e0tending the reach of your campaign $y adding $etter sites through thelacement Tool.

)f you want to continue running on sites with dropping interaction rates, try adding

new video ads to your campaign to provide a fresh e0perience. )f your campaign is

keyword&targeted, e0tend your reach $y adding additional relevant keywords toe0pand the num$er of possi$le conte0tual placements.

y using negative keywordsor e0clusions, you can prevent your ads from showing up

alongside content that may not fit with your specific marketing o$4ectives. This helpsto keep your ad placement as targeted as possi$le and to reach your desired audience.

*r/ it 5ow6 Find O#tions for =ideo Ad */#es

Eideo ads may appear in, with, or around video content, depending on the ad format. 9ow thevideo ad will appear to users, and how they will interact with the ad, depends on the videoformat. 3ollow the instructions $elow to view the different video ad types.

;. Sign in toan account in the Ad/ords system.*. 6avigate to a 2ampaign and click the Adsta$.>. 3rom the 5ew addrop&down menu, choose %is#la/ ad )uilder.?. 8nder 2ategory, choose =ideo.@. Sort $y 9ighest click&through.. Eiew the different video ad types availa$le.

. /hat geographic targeting options are availa$le for video ads=

Mo)ile Ad Guidelines ! 'est 0ractices

)n general, the policies for desktop&$ased ads apply to /A mo$ile ads. 9owever, mo$ile adshave a unique lin #olic/and si$e guidelines.

;in #olic/

To ensure that we're a$le to display your mo$ile ad and site to users, your destination sitemust $e written in a supported mo$ile markup language. /e currently support the followingmarkup languages:wml /A ;.0"0html /A *.+"chtml imode, etc."5A&compliant html

Si$e Guidelines

/A mo$ile te0t ads contain two lines of te0t, with a limit of ;* or ;D characters per line,depending on the language in which you write your ad. 7our destination 8-% appears on athird line if you choose to enter one. )f you select the option that allows customers to connect
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directly to your $usiness phone, a -alllink will appear at the end of your ad.

/A mo$ile image ads can $e formatted in .gif, .4pg and .png. Animated mo$ile image adscan $e formatted in .gifG 3lash is not supported at this time.

/A mo$ile image ads can $e in the following si1es:

>61 As#ect &atio

>++ 0 @+, less than C.@k file si1e

*; 0 >, less than ?.@k file si1e

;D 0 *D, less than >k file si1e

?61 As#ect &atio

>++ 0 C@, less than C.@k file si1e *; 0 @?, less than ?.@k file si1e

;D 0 ?*, less than >k file si1e

@a#anstandard si$e

;L* 0 @>, less than @k file si1e

)n the relatively new world of mo$ile, there are a few practices we recommend.

1. Get Started

Start earl/. The market for popular keywords on desktop search can $e very competitive.Since not all of your competitors are already using mo$ile ads, some advertisers find thatcreating a mo$ile ads campaign can increase their e0posure at a lower 22 cost&per&click".

Start strong. id aggressively at first to make sure your ad shows on the first page of results,where more users will see it. There are only a few ad spots on each page for mo$ile ads, so ifyou are not in one of the top positions you may only receive a small num$er of impressions.

3. -raft /our cam#aigns wisel/

Se#arate to ;ift. 2reate separate campaigns and ad groups for your ads that appear oncomputers, on ihone and Android devices, and standard mo$ile devices. This makes it easierto evaluate your results and lift performance for each format with customi1ed ads, keywords,and $ids.

-hoose e/words %ifferentl/. Mo$ile users typically enter fewer keywords on mo$iledevices than on a desktop computer. The most successful mo$ile campaigns use $roadmatching and more general keywords to capture relevant traffic.

0ac the Most 0unch. 8se a call&to&action phrase that catches your audience's attention.

7our ad te0t can dramatically influence your ad's 2T- and conversion rate, so make it catchy


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%ont Forget %is#la/. Mo$ile image ads are a great $randing tool and can achieve higherclickthrough rates and lower 22s than on desktop. MMA&compliant si1es make the processeasy for you to set up.

7. Find 4our Mo)ile -ustomers

'e Where 4our -ustomer Is.Mo$ile users don't 4ust search, they also $rowse the we$ anduse mo$ile apps. -each users on #oogle's growing mo$ile 5isplay 6etwork withconte0tually&targeted te0t and image ads.

&each =alua)le %emogra#hics.8se device platform targeting to reach ihoneAndroidusers, or use standard mo$ile ads to target particular mo$ile carriers.

?. Measure and Ex#eriment

Measure (#. na$le conversion tracking to measure results on your mo$ile we$site, or use avanity phone num$er to track responses to your click&to&call /A ad.

0ractice Maes 0erfect.6ow's the time to e0periment with mo$ile ads. Try out the strategiesmentioned a$ove and see what works for you. 7ou'll $e a$le to look at your results and adaptyour strategy to work for your goals.

&ich Media %is#la/ Ad Guidelines ! 'est 0ractices

&ich Media %is#la/ Ad Guidelines ! 0olicies

5isplay ads contain a mi0 of content types such as te0t, 3lash, video, or images. Sinceadvertising policies for each of these content types can differ, a single ad can $e su$4ect tomultiple advertising policies and guidelines. lease review the following guidelines to ensureyour ads meet all guidelines. /e reserve the right to modify or amend our policies andformatting requirements at any time.

Ad -ontent &estrictions and &e


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o Eideo ads

0rivac/67ou may not use any ad, nor its customi1a$le contents, to collect personally&

identifying user information.

&ich Media %is#la/ Ad 'est 0ractices

/e've created this guide to help you $uild an effective display ad for the $est results. Tryfollowing the recommendations $elow if you're not sure how to organi1e your ad campaign,or you want toimprove your display ad performance.

16 Set effective )ids and )udgets

This step is important to help you ma0imi1e your impression volume and clicks. 7ou maywant to $id more competitively for your display ad to help it appear in top positions and gainclicks, or focus more on increasing your impressions for $randing rather than earning clicks.There are two main approaches you could take:

Add dis#la/ ads to an existing ad grou#

7our ads will compete directly with the te0t ads in that ad group, and the stronger performerwill eventually $e shown more often. The $enefit of this approach is that you don't have to re&create ad groups for a new ad format. 9owever, the $ids you've previously set for your te0tads in the same ad group will also apply to the display ads as well.

-reate dis#la/ ads in their own uni


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36 -ustomi$e /our ad

(ne of the key $enefits of the 5isplay Ad uilder is the freedom to easily and quicklycustomi1e how your ad looks and feels. 5oing this can help you reach your target audience

more effectively, and get results sooner. e sure to do the following to get the $estperformance out of your display ads:

-olor

-hoose eas/toview colors: Make sure you've customi1ed the color scheme of your

ad, like the $ackground and font color. 3irst, try to align the color scheme of thetemplate with the content of your image. e careful of your color choicesG e0tremely

$right colors can $e unpleasant or difficult to read. 8sing the same color for theforeground and $ackground of your ad will also make it difficult to identify itemswithin the image clearly.

Wor with the #u)lisher color schemes: )f you're placement targeting certain sites,

consider tailoring the color scheme to match the pu$lishers' pages. )f your ad looksunattractive or out of place on a page, users will $e less likely to click. )t's moreimportant to match the sites that you're targeting, than to match your landing page.

-alls to Action

For animations8 mae sure the final frame contains all the e/ messaging and call

to action: Some ads have animated !teaser! te0t which may enter and e0it. 8sers maymiss this te0t, and if what they end up seeing doesn't clearly communicate youroffering and what they should do, they'll $e less likely to click.

'e ex#licit a)out /our call to action8 in a )utton or elsewhere: This is especially

important in image&$ased ads, $ecause users may not know what part of the ad isclicka$le or, in some cases, that your ad is an ad. They also want to know what theycan do if they click on your ad: !%earn more=! or !uy now=! %et them know.

Images

8se transparent 6# format images whenever possi$le. This can greatly improve the

aesthetics and unique look of your ad. )f you don't have a transparent .6# image, make sureyour ad color scheme matches the $ackground of your images. )f your image has a white$ackground for e0ample, consider setting your ad $ackground to white.

'alance /our ad content

Make sure your ad te0t and images are $alanced within the $ody of the display ad and withinthe overall ad si1e. )mages should $e clear, resi1ed to fit the ad shape, and easy to recogni1e.All te0t should $e easy to read and understand in relation to the included images and shapeand si1e of the ad in all si1e versions. )mages should not $e cut off or unrecogni1a$le, andlines of te0t should $e complete and make sense. 2heck your ad in each availa$le ad si1e and

resi1e any imagesas needed.

Google Advertising Fundamentals Exam

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