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. You can take the traditional route and read it straight 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. [. . . ] 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. Then, based on this Quality Score, we assign your ad a minimum bid. 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). · Make sure your keywords relate to your product. · Use keyword variations (such as synonyms or alternate spellings). · Use Ad Groups to organize similar keywords. · Write clear, compelling ad text. · Include keywords in your ad text and title. · Include a call to action in your ad text. · Take users to the best landing page. · Test multiple ads per Ad Group. 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. [. . . ] Conversion A defined action in response to your ad. A conversion may be a sale, a registration, a download, or a signup, depending on your campaign goals. Conversion rate The number of visitors who respond to your ad divided by the number of clicks on the ad, multiplied by 100, and expressed as a percentage. For example, your conversion rate is 25% percent if 100 people are shown your ad, four people click through to your site, and one person makes a purchase. Section 7 | Additional Help Additional Help | Section 7 Cost-per-click (CPC) The amount you pay each time a user clicks on your ad. [. . . ]