The document provides information about setting up and optimizing Google Adwords campaigns. It discusses choosing a campaign type, which determines the available settings and networks. It also covers selecting locations and languages, adding extensions, advanced settings for scheduling, ad delivery, and bidding. Finally, it discusses creating ad groups to organize ads within a campaign.

1. Google Adwords Using It Effectively
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2. Google Adwords
Whenever you create a campaign, we ask you to choose a campaign type. The
campaign type you pick determines which settings we'll show you as you
create or edit your campaign -- settings such as budget and targeting.
Considering your business goals can help you decide which campaign type is
right for you.
Examples
You have a small but busy home repair business that earns the most revenue
from plumbing repairs. A "Search Network - standard" campaign lets you skip
all of the advanced settings and just target your ads towards high potential
customers searching for home plumbing services.
You work in Public Relations and want to increase exposure for a new band. A
"Search & Display Networks - All features" campaign lets you reach the
largest audience by targeting people searching for music, and people browsing
the music-themed sites you specify within the Google Display Network.
When choosing a campaign type, first pick the networks where you want your
ads to show.

3. Google Adwords
1) Search and Display Networks
Your ad will show on the Google Search
Network, which includes Google Search,
Shopping, Maps, and search sites that partner
with Google, like AOL, and the Google Display
Network, which includes sites and apps that
partner with Google as well as Google sites like
Gmail, YouTube, Blogger, and Google Finance.
If you select this option, you won't be able to
manage a separate budget for each network.

4. Google Adwords
Available Features In Search and Display
Networks
Basic location targeting
Basic bidding and budget settings
Common ad extensions to include a phone
number, URL, location, or social link.
Language targeting
Keyword-targeted text ads showing on the Google
Search Network and Google Display Network.

5. Google Adwords
2) Search Network only
Your ad will show on Google search sites, including
Google Search, Shopping, Maps, Images, and
Groups, as well as on search results on sites that
partner with Google, like AOL.

6. Google Adwords
Available Features In Search Network only
Basic location targeting
Basic bidding and budget settings
Common ad extensions to include a phone
number, URL, location, or social link.
Language targeting
Keyword-targeted text ads showing on the Google
Search Network.

7. Google Adwords
3) Display Network only
Your ad will show on Google's network of partner
websites, as well as on Google sites like Gmail,
YouTube, Blogger, and Google Finance.

8. Google Adwords
Display Network only
All the standard settings, plus ad delivery methods,
and all ad extensions.
Keyword-targeted text ads showing on the Google
Search Network. Also includes text, image, rich
media, and video ads showing on the Google
Display Network.

9. Google Adwords
Location & Language :

10. Google Adwords
Location & Language :
you want to determine in what location your ad will appear. If your product
or service can be sold anywhere, selecting a broad reach is fine, such as “All
Country and Territories,” or “United States and Canada.” If you have a
location-specific product, you can choose where your ad will appear and see
exactly how many people your ad will reach in a given location. Using both
this and geographic targeting within your ads will optimize your ads to only
appear for people that are within your target market.
You can further specify your results by entering locations that you want to
exclude from your search, meaning people from a certain location will never
be able to see your ad.
You will want to choose the language your customers speak. This will not
translate the ad into another language, but it will place ads on search results
for people who have selected this language as their primary language. For
example, if you choose Spanish as the language your customers speak, a
person who has selected Spanish as their primary language in Google will
see your ad when they use the search engine, but the ad will still be in the
language in which you wrote it.

11. Google Adwords
Add Extension :
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12. Google Adwords
Add Extension :
Location: This shows your address under the ad, which would be useful on
Google Maps and mobile devices if you're a local, brick-and-mortar
business.
Sitelinks: This allows you to place a link to deeper and more relevant
content somewhere within your website. This can further target your ad
campaign so you can reach a very specific customer. So if you sell bird
food, the sitelinks would allow you to have more categories, such as “Buy
Now” and “Find a Store”.
Call: Your phone number will appear below the ad. If the user calls from a
mobile phone and you have call metrics set up, you can see how many calls
were generated from each ad.
Social: This will connect your Google+ account to your ad, useful is you
have a large Google+ presence.
Mobile App: This will add a link below your ad that brings the customer to
a mobile app within the mobile app store.
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13. Google Adwords
Advanced Settings :

14. Google Adwords
Advanced Settings :
Within 'Schedule,' you can customize when you
want your ads to run. You can set start and end
date, as well as change the hours you would like
your ads to run during each day.
Next is ad delivery, rotation, and frequency capping. This
setting allows you to customize how you want Google to
show your ads. Within the Ad delivery, rotation, and
frequency capping settings, you can do a few things:

15. Google Adwords
Advanced Settings :
Next is ad delivery, rotation, and frequency capping. This
setting allows you to customize how you want Google to
show your ads. Within the Ad delivery, rotation, and
frequency capping settings, you can do a few things:

16. Google Adwords
Advanced Settings :
Optimize for Clicks: AdWords will show ads that are likely to
provide more clicks to your offer. This is useful if you are looking to
drive traffic to your website.
Optimize for Conversions: This will let AdWords show ads that
have the highest conversion rates. This is useful if your business is
more concerned with conversions than traffic.
Rotate Evenly: You can also rotate all ads evenly for a set amount
of time, and then optimize after. This allows for ample testing time
to see which ads work best.
Frequency Capping: Frequency capping will limit the number of
times a specific user sees your ad on the display network. This will
help you avoid showing your ad to the same person many times. In
the example above, there is a limit of 5 impressions per week per ad,
to avoid over-burdening one user with the same ad.

17. Google Adwords
Advanced Settings :
You can also only show your ads to only certain demographics. This
allows you to choose who you want to exclude from viewing your
ads based on demographics. This is only available to campaigns using
the display network, as only websites in this group report on the
demographics of their user base. This option would be useful to a
company that has a product that is only relevant for one gender or a
certain age group. This will also tell you what percent of your total
impressions are from the demographic you want to exclude to see
how much of the population falls within your category.

18. Google Adwords
Advanced Settings :
Like we mentioned earlier, there's the ability to integrate
your Google+ following with your AdWords campaign. In 'Social
Settings,' you can include the +1 button on your ads within the
display network. This can help your business increase its social
presence online, giving viewers of your ad the option to share your
products or services with others on their own social profiles.
Finally, 'Keyword Matching Options' lets you include misspellings,
plurals variations, and close spellings of your keyword. You can also
select phrase match for your keywords. If you only want to appear on
exact matches for the keywords you enter, you can select exact
match.

19. Google Adwords
Bidding & Budget :

20. Google Adwords
Bidding & Budget :
When selecting a bidding option, you can decide if you want to set the bids
for each click, or if you want AdWords to set bids to help maximize clicks
within your budget. In Google AdWords, the cost of a click can change
throughout the day depending on the volume of advertisers bidding on a
specific term. Choose which option for bidding works best for your:
CPC: This option, cost-per-click, only charges you when someone clicks on
your ad. This is a good option if you are focused on increasing traffic to
your website.
CPM: CPM, or cost per thousand impressions, is used in the display
network. This is helpful if you are looking to get your ad and brand in front
of as many people as possible.
CPA: CPA, or cost per acquisition, charges you when the person who
clicked on your ad converts, often into a sale. This can be used with
conversion tracking and other applications.

21. Google Adwords
Bidding & Budget :
I'll manually set my bids for clicks: This allows you to choose what you
want the max CPC to be for any given keyword. This is useful if you want
to monitor and control the keywords and bidding. It also allows you the
freedom to target in any way your company wants. For example, if you sell
sports equipment but you really want to focus on baseball gear this month,
you can focus most of your budget on baseball keywords.
AdWords will set my bids to help maximize clicks within my target
budget: This option allows AdWords the freedom to set the CPC for your
keywords while staying within your budget in order to get the most clicks
each day. This option is good if you had an advertising budget you
constantly want to reach, and don’t want to spend the time monitoring and
adjusting your campaigns.
As for your budget, set it according to the optimal amount determined in
the traffic estimator.

22. Google Adwords
Ad Group :

23. Google Adwords
Creating Ad Group :
Once your campaign is created, you can begin making ad groups,
starting with a relevant title you will be able to remember later.
You can then create the ad copy you want. Ads options include a text
ad, image ad, and a mobile ad. The Display ad builder is a tool on
Google that will help you build your ad and pick from their library of
templates and images. You can also create specialized ad content
such as a video ad.
To create a text ad, you must have a title that is no more than 25
characters, and two lines of text that are no more than 35 characters
each. The best ads include:

24. Google Adwords
Creating Ad Group :
Keyword Relevance - The more relevant your ad copy is to your
keywords and landing pages, the higher Quality Score it will have.
This will make your ad rank higher on search results than those with
lower quality scores.
Call-to-action (CTA) - Does your ad tell the viewer what you want
them to do? Examples include “Try now,” “Download today,” or
“Learn more.”
Value - Your ad needs to show the customer what the value is in
your product or service. This could include a discount, free offer,
higher quality, or anything that will make them want to know more
about your product.

25. Google Adwords
Remarketing :
Remarketing is the feature that lets you reach people who have
previously visited your site, and show them relevant ads across
the web or when then search on Google. When people leave
your site without buying anything, remarketing helps you
connect with these potential customers again. You can even
show them tailored message or offer that will encourage them
to return to your site and complete a purchase.
Use Remarketing to match the right message to the right
people at the right time.
How : you add a piece of code to all to all the pages of your
site. Then, when shoppers come to your site, they’ll be added to
your remarketing list. You can later reach out to these potential
buyers while they search on Google or browse other website.

26. Google Adwords
Multiple Ways Of Remarketing :
1)Remarketing for Display Network : Show ads to your site visitors
while they browse the web.
2)Remarketing lists for search ads : show ads to your site visitors
when they search for what they need on google. Expand your reach
with additional keywords, set bid adjustments for people who have
visited your site, and tailor your ads to them.
3)Dynamic remarketing (only for advertisers with a Google Merchant
Center) : Show dynamically created ads to your site visitors, powered
by your Google Merchant Center Account. These ads are created
based on the pages your customers visited or how they interacted
with your site, and are shown to your site visitors while they view
other sites on the web. Dynamic ads include relevant details such as
product image, title, price etc…

27. Google Adwords
Example :
Let’s say you sell shoes. Using remarketing, you can show ads about
men’s / women’s / kid’s “shoes” on Display Network websites to
those people who visited the shoes selection of your site. Yu could
also show ads about shoes to those visitors when they search shoes
on google.
Using dynamic remarketing, you could show dynamically created ads
that display relevant products to people who visited the shoes section
of your site while they visit other sites on the web. To use any of
these remarketing options, you’d place a tag across your entire site
and then create a remarketing list in adwords for the “shoes” pages
of your site

28. Google Adwords
Who should use remarketing :
Whether you’re looking to drive sales activity on your site,
increase registrations, or promote awareness of your brand,
remarketing can be a strategic component of every compaign.
It can drive return on investment (ROI) for all types of
advertisers.
To use remarketing on the display network, you may want to
choose “Display Network Only – Remarketing” as your
compaign type when you create compaign. To use remarketing
lists for search ad, you may want to select “Search Network
Only – All Features” as your compaign type.
If You have a “Search Network Only – Standard” or “ Search &
Display Networks – Standard” compaign, you won’t be able to
add remarketing lists to your compaign

29. Google Adwords
How Remarketing Work :
Remarketing can help you reach people who have previously
visited your website as they visit other site on the Google
Display Network or search on Google. Using Remarketing, you
can show these customers messages tailored to them based on
which sections of your site they visited.
To start using remarketing, you need to add the remarketing
tag, a small snippet of code that you get from Adwords, across
all your site pages. Many sites have an identical footer for all
pages, and this remarketing tag could be placed there.

30. Google Adwords
How Remarketing Work :
Once you’ve added the remarketing tag to your site, you can create
remarketing lists for any of your webpages. For example you could
create a remarketing list for visitors to your most popular product
category. The remarketing tag tells adwords to save visitors to your
“Popular Category List”. When people visit that page, their cookies
id is added to the remarketing list.
Then, you create an Adwords compaign with a specific message to
show only to people on your “Popular Category List” while they
search on Google or browser other Display Network sites. Your
remarketing messages won’t be shown to people who are not on the
list.
Because the remarketing tag is on all the pages of your website, you
can develop more details audience. For example you could create
lists not only for your most popular product category, but also for
each of your product category or your shopping cart.

31. How to Set Up a Remarketing List 1

32. How to Set Up a Remarketing List 1

33. How to Set Up a Remarketing List 1

34. How to Set Up a Remarketing List 1

35. How to Set Up a Remarketing List 1

36. How to Set Up a Remarketing List 1

37. How to Set Up a Remarketing List 1

38. How to Set Up a Remarketing List 1

39. How to Create Custom
Combinations
People
Who
Placed an
Order
People Who Added a Product
To Your Shopping Cart

40. How to Create Custom
Combinations
People
Who Filled
Out the
Form
People Who Saw Your Contact Form

41. How to Create Custom
Combinations
People Who Found You on
LinkedIn
People Who
Found You
on LinkedIn
and Visited
Your
“Consulting
Services”
Page
People Who Visited Your
“Consulting Services” Page

42. How to Create Custom
Combinations
People Who
Visited Your
Website in the
Last 10 Days
People Who Visited Your Website
In the Last 30 Days

43. How to Create Custom
Combinations

44. How to Create Custom
Combinations

45. How to Set Up a Remarketing List 2
Remarketing in Google Adwords
The following notes discuss the process for creating a Google Adwords
Remarketing campaign. Tips for each step in the process are listed.
Campaign Setup
Choose to create a “Display Network only” campaign.
→ Name your campaign. note that you may consider a naming convention
if you plan to create multiple campaigns and keep them organized.
→ Click the Remarketing radio button.
→ Choose a daily budget. Remember that your campaign will be limited to
impressions for previous site visitors only, so consider how many people
might be seeing your ad daily.
→ Google will advise that you do not limit location or language at the time
of campaign setup. Know that you can update this setting after the
campaign is created. Make this update only if you really need to limit your
messaging to specific locations, languages or devices.
→ Configure your campaign flight and determine when you want your ad to
run (all day vs. day parts).

46. How to Set Up a Remarketing List 2

47. How to Set Up a Remarketing List 2

48. How to Set Up a Remarketing List 2
After completing this step you will either be directed to your tracking code
(first-time campaigns) or ad group creation (additional campaigns).
Tracking Code & Placement
The code that will allow your remarketing campaign to operate is provided at
the time of campaign setup. You will need to place this code on every page of
the site. Already created a campaign and need to get your code? Look in the
“Shared Library” area and select “Audiences”.
Tip: If you are planning to give the remarketing code to your developer to
place, please paste and deliver it in a text file. Simply cutting and pasting it
into the body of an email may cause the code to get jumbled along the way.
The Main List
Remarketing campaigns operate by displaying your message to a “list”.
Advertisers can create lists, which comprise visitors to the site based on their
behavior. The behavior required to land on the default “Main List” is a simple
visit to any page of the website. We can also create lists that include visitors
who have seen specific pages or website sections as well.

49. How to Set Up a Remarketing List 2

50. How to Set Up a Remarketing List 2
Creating Other Lists
Lists are developed based on URLs visited. Advertisers typically want to
show specific product-related ads to previous visitors who have browsed
those products. Other potential list targets include:
visitors to a particular service description page,
visitors to the checkout process,
visitors to a lead generation form,
visitors to a map or directions page,
visitors to a special offer page,
visitors to sales-oriented content,
and so on.
To ensure we are only showing our ad to those who have not completed our
desired action, we can develop a list that includes a “URL does not equal”
parameter in which the visitor did not reach at “Thank You” or
confirmation page. In other words, if we only want to deliver our message to
those who have yet to buy/download/contact/submit/etc., our list may be
constructed like so…

51. How to Set Up a Remarketing List 2

52. How to Set Up a Remarketing List 2

53. How to Set Up a Remarketing List 2
Once you have created your lists for each campaign, they can be assigned with the “change
display targeting” button in the Display Network tab.