Adwords

Insider’s Guide to AdWords

What’s Inside
Section 1
Section 2

Section 3
Section 4

Section 5
Section 6
Section 7

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

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. You can take the traditional route and read itstraight
through. 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.
One thing to remember: This is a constant learning process,especially in the beginning. We suggest you log in to your AdWords account
while perusing this guide. Turn some of the examples you read into
practical applications of your own. Everything takes practice, so don’t
be afraid to make mistakes.
Ready to get started? Flip to section 2.

AdWords Basics | Section 2

How do these little ads actually work?
When a user enters a search query onGoogle.com, Google scans
keywords on each webpage in its index to see if that page matches
the user’s query. Google then displays the webpages that most relate
to the word or phrase entered in the query.

Section 2
AdWords Basics

Google also displays ads in response to search queries. But with ads,
Google scans the keywords that you’ve chosen to represent your business. When a user searches forkeywords you’ve selected for your ads,
your ads can appear next to the search results.
Ads on Google search results pages are available on a cost-per-click
(CPC) basis. This means that you’re charged only when somebody
clicks on your ad and visits your website. Google also offers pricing
on a cost-per-1000 impressions (CPM) basis for site-targeted campaigns. Learn more about other pricingoptions here:
http://www.google.com/adwords/pricing.

Section 2 | AdWords Basics

AdWords Basics | Section 2

How is my account structured?
While it might seem a little daunting at first, your AdWords account is
organized so that you can run one ad on a few keywords, or hundreds
of ads on thousands of keywords for tons of products1.

Campaigns
Under the account level, you have one ormore different campaigns.
For each campaign, you set your daily budget, language and geographic
targeting, the types of sites you want to advertise on, and start and end
dates. You can organize your campaigns in any way you wish. Some of
the more effective ways include by geography (New York, Chicago, and
London), language (English, Spanish, German), and distribution preference (search enginesonly, content sites only, or both search and content).
Don’t worry – we’ll explain all these options later in the section.

Accounts

Campaign

Ad Group

1

Ad Group

Campaign

Ad Group

Ad Group

Account
At the account level, you set your email address (such as yourname@
gmail.com), password (make it tough to guess), billing information,
and user preferences. These settingsremain the same for everything
in your AdWords account.

Ad Group

Well, to be exact, you can have up to 2,000 keywords per Ad Group, up to 2,000 Ad
Groups per campaign, and up to 25 campaigns per account.

Ad Groups
In each campaign, you can have a number of Ad Groups. At the Ad Group
level, you write your ads, pick your keywords (coffee beans, fair-trade
coffee, coffee drinks), and...