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    Adwords+explained Adwords+explained Document Transcript

    • This ebook is provided by Ways To Make Money http://waystomakemoneyfastx.org/What is AdWords?AdWords is the flagship advertising system/platform and the major revenue sourceof Google. It serves primarily cost-per-click (CPC) targeted text and banner adswhich are shown on Googles results pages, AdSense publisher sites, and Googlespartner sites. Generally, AdWords targets ads in two ways—contextual targeting andplacement targeting.In contextual targeting, AdWords uses factors such as keywords, word frequency,font size, and the overall link structure of the web to determine what a particularwebpage is all about and match ads to it.In placement targeting, on the other hand, it is the advertiser who chooses his/herads placement on a publishers site. Placement targeted ads may not be related tothe contents of the page they are on. Instead, their relevance are predetermined bythe advertisers based on their own judgment (i.e., if they think their ad is relevant toa particular site or page).In addition to contextual and placement targeting, AdWords is also able to target adsbased on the language used.
    • AdWords HistoryBarely two years after it was launched, Google had already become the primarysearch destination site for a rapidly growing number of Internet users. By August2000, it was generating an average of 14 million searches per day and traffic wasincreasing by 20 percent each month.Earlier that year, in January to be more exact, Google launched an advertisingprogram to help advertisers target and refine their campaigns and "ensure optimalcampaign performance".As Google put it, the advertising program: "enables advertisers to purchase keywords, keyword phrases or categories to target potential customers."To do this, Google uses a proprietary ad serving system that matches the userssearch queries with related advertisements through keywords and categories. Forexample, if a user searches for "health insurance" on Google, the user will see on theresults page health insurance-related advertisements along with the organic searchresults.According to Wikipedia: "Keywords were sold based on a combination of price bid and clickthroughs, with bidding starting at 5 cents per click."Among Googles earliest advertisers were:  HotJobs.com - an online recruiting solutions company;  eHealthInsurance.com - a website that sells health insurance; and  PlaceWare - a web conferencing service provider.The ads, which are purely text-based, appeared at the top of search results pages andare labeled as "sponsored links".(insert image here)However, the program did not provide any means for seting up their campaignsthemselves. Google only showed a little link that said "see your ad here".
    • Looking To Make Money Online? FREE 9-Part Video Course Reveals Simple Step By Step System To Make At Least $100 Per Day Online Working From Home! Subscribe now to gain instant access to this powerful 9-day video course! Go To: http://waystomakemoneyfastx.org/t/aee.htmlOn October 23, 2000, Google announced the "immediate availability" of AdWords, aself-service advertising program, which offers businesses a fully-automated,comprehensive, and quick way to start and run an online advertising campaign. Theadvertising program enabled advertisers to purchase individualized and affordableadvertising on Googles search results pages.The tag line on AdWords main page at the time was: “Have a credit card and 5 minutes? Get your ad on Google today.”AdWords, an extension of Googles premium sponsorship program (announced inAugust), debuted earlier that month (in beta) and had been received positively andadopted by more-or-less 350 businesses and advertisers worldwide.According to Googles press-release dated October 23, 2000: "The AdWords program offers advertisers the same highly targeted ad serving technology as the premium sponsorship program, and through a simple to use self-service system, enables advertisers to sign up and monitor a campaign directly from the Google website." … "Googles AdWords program is designed to offer a simple advertising solution for every business, including brick-and-mortar retail outlets such as electronic or home furnishing stores and small family-run businesses such as a restaurants or floral shops. Google has differentiated its AdWords program with several key features, including the ability to fine-tune ads in real-time, post new ads instantly, monitor ad statistics, and track inventory and cost-per-day impression estimates--so advertisers can pace their actual spending limits."
    • In addition to the "Sponsored Links" displayed at the top of the results page, adswere by this time also appearing to the right and at the bottom of the organic searchresults. (Screenshot courtesy of Dr. Dobbs.)The new advertising program offered the following features:  Fast loading ads - due to the textual nature of ads, they load up almost instantly.  Ad preview tools - this enables advertisers to see how their ads look like before they are posted.  Split-test capable - AdWords enables advertisers to create multiple versions of their ads and run them simultaneously to see which ones perform better.  Advanced keyword targeting options - advertisers are provided with targeting options (keywords, negative keywords, phrase matches, and exact matches) that enable them to fine-tune their campaign.  Web-based reporting tools - these enable advertisers to monitor their ads click-through rates and the number of times their ads have been displayed.  Ad performance feedback - AdWords enables advertisers to see user feedback (via the "visitor interest bar") to gauge the effectiveness and popularity of their ads.
    • Ads were, at the time, sold based on cost-per-mille (CPM) or, in other words, cost-per-thousand-impressions for $15 (or 1.5 cents per impression) for top ad unitposition, $12 (or 1.2 cents per impression) for middle/side ad unit position, and $10(or 1 cent per impression) for bottom ad unit position.The first ever AdWords customer was a small business that sold live mail-orderlobsters whose ad come live on Google less than half an hour after they had signedup.In a press release dated February 1, 2001, Google reported that at the end of 2000,advertisers who were using AdWords were getting: "an average click-through rate four to five times higher than the industry standard for banner ads."In February 2002, Google introduced its AdWords Select program which offered thepay-per-click (PPC) auction model, enabling advertisers to bid on how much theyare willing to pay for each time their ad is clicked.However, unlike Overtures PPC model which allowed advertisers to bid their way tothe top of the ranking even with irrelevant ads, Google had put in place the "click-through rate" which measured an ads relevance which is, in turn, fed into Googlesad ranking system.Basically, what happens is that, if an ad is clicked more often, the system recognizesthe ad as highly relevant to the search results. And since Google puts a premium onrelevance, Googles ad ranking system raises that ads ranking. This allows lower bidads to compete with big players on an even playing field.As John Battelle (author of “The Search”) put it: "Google’s decision to factor clickthrough into an advertiser’s ranking forced an economy of relevance and profit into the pay-per-click model."And this is what made Google the advertising giant that it is now. This is what hasearned the company an estimated $21 billion in 2008 alone.On November 22, 2005, Google began allowing advertisers to bid separate prices forads that displayed in search results and ads that displayed on content partners sites.The change resulted to the lowering of minimum bids for ads on content partnerssites.
    • In mid-2006, Google introduced the “Quality Score “ and used it as a factor indetermining the minimum bid required for an ad to run. According to Google, thechange was made to protect the trustworthiness and credibility of Google Ads, aswell as to increase the quality of the sites that Google presents in its ads.Quality score is determined by several factors, including clickthrough rate, ad copyrelevance, landing page quality, landing page load time, and geographical location,among others.Along with the enforcement of Quality Score, Google required (among other things)that landing pages be highly relevant to the ads and serve as an extension of the ads.If these conditions are not met, they are seen as low quality landing pages and, assuch, will result in the need to bid higher to compete in the auction.Comparison AdsOn October 29, 2009, Google announced (through a blog post) that they have beguntesting a new feature for AdWords called the AdWords Comparison Ads. The newfeature is aimed at making Googles ads more relevant and useful to users andhelping advertisers reach potential customers who are most interested in theirproducts and services.AdWords Comparison Ads lets users specify exactly what they are looking for, thusallowing them to easily compare multiple relevant offers against each other, side byside.For example, when a user searches for a certain keyword on Google--say "mortgage",for example—Google may display an ad unit that prompts the user to select the typeof loan he/she is looking for.
    • If the user clicks on the promotion/ad, he/she will be taken to a page presentinghim/her with a list of offers to compare. In addition, the page provides the user withadditional filtering options (i.e., "income" and "home value") which would enablehim/her to get more refined sponsored results.For advertisers/marketers, the new feature provides them with the capability totarget their offers at a more granular level, , leading to more valuable, qualified leads.For users, on the other hand, the new feature meant more targeted ads and morevaluable leads.In addition, the feature enables users to call the advertisers directly or request aquote from them. When a user requests a quote, Google automatically “anonymizes”the users phone number and sends the advertiser a unique code that he/she canuse to contact the user. As for the cost of this service, an advertiser pays only if auser calls the phone number on his/her offer or fills out a form to request a quote.People who have been able to test the new feature first hand has only praises for it,saying:
    • "It is the slickest, most user-friendly consumer mortgage-quoting product on the market by a considerable margin. Regardless of whether or not Google has the ability to push more traffic towards their product based on the dominance of their search engine, this would be a winner. It is really that good."Comparison Ads is currently available to only a select number of U.S. states and isonly available to a limited number of advertisers in the mortgage/refinance space.However, according to Google, they will making the feature available to more usersand advertisers over time. Looking To Make Money Online? FREE 9-Part Video Course Reveals Simple Step By Step System To Make At Least $100 Per Day Online Working From Home! Subscribe now to gain instant access to this powerful 9-day video course! Go To: http://waystomakemoneyfastx.org/t/aee.htmlUsing AdWordsNote: Your website needs to be already set up before you create your ad campaign.Go to http://adwords.google.com/Click on the Start now button.
    • Choose your answer from the two options provided.If you choose the first one, being that you already have an email address andpassword which you use on other Google services, you will be asked if you want touse that same login (email and password) on AdWords.
    • Just go ahead and choose the best option for you.Choosing the first option (that is to use your existing account for AdWords) willdisplay a login facility which will take you inside AdWords after you enter your logininformation.Choosing the second option, on the other hand, will produce a mini registrationform where you can create a new account for you to use with AdWords alone.
    • What if you havent used any of Googles services? Thats not a problem.Going back to the first step, choose the second option which says “I do not usethese other services.”You will then be asked to fill out a form to create your account. Go ahead and fill outall the necessary information and click on the Create Account button when youredone. Note that your email address need not be a Gmail address, you can use anyemail address that you currently have.
    • Select your country/location, your time zone, and your preferred currency to use onyour account. Then click on the Continue button. Note that you will not be allowedto change any of the settings you put in on this page after youve setup youraccount.
    • Check your email and click on the verification link contained in it.After youve verified your account, you will be redirected to a page wherein you areprovided with the option of providing Google with your mobile phone number.To do so, click on the Add a mobile phone number link.Otherwise, click on the Click here to continue link.You will then be redirected to your AdWords account homepage.To create your AdWords advertising campaign, click on the Create your firstcampaign button.
    • Enter a name for your campaign.Choose the country in which you want to show your ads. By default, AdWords willset your country of origin as the location in which to display your ads. If you wantyour ads shown in other countries, click on the Select one or more other locationslink.In the upper left box (bundles box) of the Select a Location window, click on the tickbox beside the “bundle” you want to include, or click on the “+” sign beside a
    • “bundle” and choose the countries you want to add one by one.Also, check out the other tabs located at the top of the Select a Location window,there might be something there that could be useful to you.Click on the Save button located at the lower-left corner of the window when youre
    • done.You will then be brought back to the Select Campaign Settings page. If you want tomodify the locations again, simply click on the Edit link located right beneath thecountries list.For this example, I removed the Bahamas bundle from the list again and left only theNorth America bundle in my list of countries.Now, select your desired language for your ad. If the language AdWords has chosenby default is wrong, click on the Edit link beside the language...
    • … and choose your desired language from the list that appears.Moving on... right blow the language options is a link that says “Demographics(Advanced)”...Clicking on that link will give you the option to hide your ads from people fromcertain demographics (primarily gender and age groups).
    • Leave the Networks and devices options in the default or recommended setting.Under Bidding option, select Automatic bidding.Click on the tick box beside where it says CPC bid limit, and enter the maximumamount you are willing to pay for the entire duration of your campaign.
    • Enter your Budget per day.Additional options are provided provided under Advanced settings such as scheduleand Ad delivery. To see the advanced settings/options, click on the “+” sign besidethe setting you want to change.Click on the Save and continue button when youre done. You will then be taken tothe next page.Choose your ad type.
    • Enter your ads headline in the Headline box. It would be best if you can use yourkeywords for this.Enter your ads first line of text in the Description line 1 box.Enter your ads second line of text in the Description line 2 box.Enter the URL that you want to be shown on your ad in the Display URL box (this isnot clickable).Enter your landing page URL in the Destination URL box.Notice the ad preview box. It shows you how your ad will look like once your adgoes out.
    • Enter your chosen keywords. Note that choosing the right keywords is the mostcrucial thing youll do when creating an ad. Keywords should be carefully thought of.It is highly advised that you use Googles keyword tool to help you decide on whichkeywords to use.Click on the Save and continue to billing button when youre done.Next, youll be taken to the Billing page which is actually part of the Account Setup.Choose the country where your billing address is located and click on the Continue
    • button.Choose between Postpay and Prepay billing. For Postpay Billing, you can choose topay through your bank account (Direct Debit) or by credit card. You can only paytrough Credit Card for prepay billing. Make your choice and click on the Continuebutton.You will then be brought to Terms and Conditions page.
    • Click on the radio button beside where it says “Yes, I agree to the above terms andconditions.” to signify your agreement and click on the Continue button.Fill out the form with your billing information and click on the Save and Activatebutton when youre done.
    • If everything goes fine, your ad should be launched automatically. Looking To Make Money Online? FREE 9-Part Video Course Reveals Simple Step By Step System To Make At Least $100 Per Day Online Working From Home! Subscribe now to gain instant access to this powerful 9-day video course! Go To: http://waystomakemoneyfastx.org/t/aee.html