Welcome to “Growing your business with
AdWords”, a guide to help you ensure you
get the best results for your business with
AdWords advertising campaigns.
The document provides tips for growing a business with Google AdWords advertising. It discusses structuring the AdWords account properly with relevant campaigns and ad groups. It also covers choosing effective keywords that match the business and writing attention-grabbing ads. Measuring success and expanding reach through the content network are also addressed. The goal is to experiment and optimize campaigns for maximum return on advertising investments.
Using AdWords as a research tool through analyzing the potential keywords your customers are searching for. There is also a discussion of how to understand your website from an action/task perspective, and targeting strategies for your audience.
Navigating Google Shopping Changes by SingleFeed - Sept. 13, 2012ryandouglas
This document summarizes a presentation about navigating Google Shopping. It discusses comparison shopping engines, how to set up Google Product Listing Ads accounts and campaigns, policies around data quality, and tips for campaign structure and bidding strategies. The presentation recommends creating separate campaigns for PLAs, using product targets to bid differently on product groups, and maintaining high data quality. It also outlines why merchants should use comparison shopping engines to increase their reach and traffic.
Here are the steps:
1. Open your web browser and go to Google.com.
2. Search for "Sony headphones" including the brand name.
3. Look at the ads displayed on the right side of the results page. Do any of the ads match the product you searched for? If so, which company is advertising?
4. Click on one of the matching ads and observe where it takes you. Does the landing page seem relevant to your search query?
5. Return to the Google results page using the browser's back button. Look through the organic or natural search results. Do any of the top results seem especially relevant to your search terms?
6. This exercise demonstrates
This document provides an introduction to content marketing for publishers. It discusses the rise of content marketing and how brands need to become publishers to leverage their expertise through distributable content. The document outlines goals and strategies for content marketing, including addressing frequently asked questions and leveraging various content formats throughout the marketing funnel. It provides tips for publishers to develop high-quality content that supports business objectives and drives leads and sales.
This document provides an introduction to search engine optimization (SEO) and outlines several ways that SEO can benefit businesses. It discusses how SEO can help businesses:
1) Sell more products online by getting more visitors from search engines to their website.
2) Influence more offline sales by raising brand awareness and driving in-store traffic.
3) Get stories and content read by more people by increasing online visibility and reach.
4) Help keep jobs and get promotions by demonstrating online marketing skills with SEO success.
5) Start one's own business by learning SEO strategies that can boost a new company.
In summary, the document presents SEO as a way
Google is transitioning Google Shopping from free listings to a paid model called Product Listing Ads. To succeed under the new model, advertisers must set up Product Listing Ad campaigns in Google AdWords. This involves adding fields to product feed data, linking AdWords and merchant accounts, creating campaigns with auto-targeting and bidding. Tracking performance requires modifying the redirect URL field to include analytics parameters to differentiate traffic sources in Google Analytics reports.
This document provides guidance on creating an effective marketing plan, with a focus on guerrilla marketing strategies. It discusses conducting market research to understand customer needs and pinpoint target markets. Relationship marketing and customer relationship management are emphasized to build loyalty. Additional topics covered include the marketing mix, product life cycle stages, distribution channels, and using the internet and speed in marketing. The overall goal is to stand out from larger competitors through unconventional, low-cost creative techniques.
The document provides tips for growing a business with Google AdWords advertising. It discusses structuring the AdWords account properly with relevant campaigns and ad groups. It also covers choosing effective keywords that match the business and writing attention-grabbing ads. Measuring success and expanding reach through the content network are also addressed. The goal is to experiment and optimize campaigns for maximum return on advertising investments.
Using AdWords as a research tool through analyzing the potential keywords your customers are searching for. There is also a discussion of how to understand your website from an action/task perspective, and targeting strategies for your audience.
Navigating Google Shopping Changes by SingleFeed - Sept. 13, 2012ryandouglas
This document summarizes a presentation about navigating Google Shopping. It discusses comparison shopping engines, how to set up Google Product Listing Ads accounts and campaigns, policies around data quality, and tips for campaign structure and bidding strategies. The presentation recommends creating separate campaigns for PLAs, using product targets to bid differently on product groups, and maintaining high data quality. It also outlines why merchants should use comparison shopping engines to increase their reach and traffic.
Here are the steps:
1. Open your web browser and go to Google.com.
2. Search for "Sony headphones" including the brand name.
3. Look at the ads displayed on the right side of the results page. Do any of the ads match the product you searched for? If so, which company is advertising?
4. Click on one of the matching ads and observe where it takes you. Does the landing page seem relevant to your search query?
5. Return to the Google results page using the browser's back button. Look through the organic or natural search results. Do any of the top results seem especially relevant to your search terms?
6. This exercise demonstrates
This document provides an introduction to content marketing for publishers. It discusses the rise of content marketing and how brands need to become publishers to leverage their expertise through distributable content. The document outlines goals and strategies for content marketing, including addressing frequently asked questions and leveraging various content formats throughout the marketing funnel. It provides tips for publishers to develop high-quality content that supports business objectives and drives leads and sales.
This document provides an introduction to search engine optimization (SEO) and outlines several ways that SEO can benefit businesses. It discusses how SEO can help businesses:
1) Sell more products online by getting more visitors from search engines to their website.
2) Influence more offline sales by raising brand awareness and driving in-store traffic.
3) Get stories and content read by more people by increasing online visibility and reach.
4) Help keep jobs and get promotions by demonstrating online marketing skills with SEO success.
5) Start one's own business by learning SEO strategies that can boost a new company.
In summary, the document presents SEO as a way
Google is transitioning Google Shopping from free listings to a paid model called Product Listing Ads. To succeed under the new model, advertisers must set up Product Listing Ad campaigns in Google AdWords. This involves adding fields to product feed data, linking AdWords and merchant accounts, creating campaigns with auto-targeting and bidding. Tracking performance requires modifying the redirect URL field to include analytics parameters to differentiate traffic sources in Google Analytics reports.
This document provides guidance on creating an effective marketing plan, with a focus on guerrilla marketing strategies. It discusses conducting market research to understand customer needs and pinpoint target markets. Relationship marketing and customer relationship management are emphasized to build loyalty. Additional topics covered include the marketing mix, product life cycle stages, distribution channels, and using the internet and speed in marketing. The overall goal is to stand out from larger competitors through unconventional, low-cost creative techniques.
Michael Torbert established Semper Fi Web Design in 2007. As the author of the popular All in One SEO Pack plugin, with over 9 million downloads, he is a leader in the WordPress community. The document provides 5 tips for optimizing a website for search engines: using SEO friendly images, installing SEO plugins, crafting meta descriptions, strategically placing keywords, and developing an internal and external linking strategy. It also lists 5 common SEO mistakes to avoid, such as overusing keywords, trying to fool search engines, relying solely on Flash content, and using only the company name in title tags.
Steve Krug's book Don't Make Me Think outlines 10 usability lessons for web design: 1) Make sites intuitive to use without frustration, 2) Explain themselves without needing explanation, 3) Avoid requiring users to puzzle over how to do things, 4) Don't waste users' time as they want to save time, 5) Respect that users will rely on the back button if they make mistakes, 6) Design for how users form habits and stick to what works, 7) Eliminate unnecessary content as users don't have time for small talk, 8) Include search to help users find what they need, 9) Help users navigate with conceptual site maps as they remember where things are, and 10) Ensure users can
This document introduces a class of quantum PageRank algorithms that could be implemented on a quantum network before a quantum computer is available. It presents a quantization of the classical PageRank protocol that Google uses to rank web pages by importance. The proposed quantum PageRank protocol is found to potentially outperform the classical version by breaking the traditional hierarchy of pages, depending on the network topology. It defines properties for a valid quantum PageRank class and constructs an example that satisfies these properties and can be efficiently computed on a classical computer.
Growing your business with Adwords by Google - From Digital Marketing PaathshalaSimplilearn
This document provides tips and guidance for growing a business using Google AdWords advertising. It discusses the importance of getting the basics right such as properly structuring the AdWords account into campaigns and ad groups organized by theme. It also covers choosing effective keywords that match the ads, writing attention-grabbing ads, expanding reach through the content network, and measuring success. Following the guidelines in this booklet on account structure, keywords, ads and measurement will help users create successful AdWords campaigns.
1. The document provides strategies for success with AdWords campaigns. It discusses analyzing the search market to determine if it is profitable and understanding what triggered the user's search.
2. It emphasizes the importance of measuring conversions and ROI, rather than just clicks and impressions. Setting up conversion tracking allows measuring what really matters.
3. When creating ads, the document recommends targeting a single ideal customer, finding the unique voice or message of the ad, and using all lines of the ad to provide benefits, differentiate from competitors, and call users to action. The goal is to understand the customer's perspective and needs.
Florida Hair Extensions used Google AdWords to grow its business by 425% in one year. They targeted their ads within a specific geographic radius and tracked client sources using phone numbers and coupons. This allowed them to determine that AdWords accounted for 55% of their website traffic and 30 of their 55 new clients each month. They were able to modify their AdWords campaigns seasonally to adjust for slower and busier months. With the success of AdWords, they have expanded to two new locations in Houston and Las Vegas.
This document provides instructions for creating a Google AdWords campaign targeted towards Nigerian businesses, including choosing campaign settings like location and device targeting, creating ads and ad groups, selecting keywords, and setting budgets. It also advertises additional services and guides for social media marketing and becoming a social media manager for Nigerian brands.
Webinar: Mobile Advertising for HospitalsMarkinDayton
This document discusses the growing importance and value of mobile advertising. It begins by highlighting statistics that show how prevalent mobile devices have become. It then discusses projections for large increases in mobile advertising spending and reviews data on smartphone penetration rates. Several case studies are presented that demonstrate the effectiveness of different mobile advertising campaigns for various industries including healthcare. The document concludes by providing details on AT&T's mobile display advertising offerings, including their mobile premier listings and mobile banner ads.
This document provides an overview of how to effectively leverage Google AdWords for paid search marketing. It discusses how AdWords can help promote new content and is highly flexible and measurable. It emphasizes setting up remarketing to target interested customers. It provides tips for ranking higher in paid search results such as choosing the right keywords, optimizing landing pages, and bidding amounts. It also recommends experimenting with features like ad extensions, location targeting, device targeting, and A/B testing to further improve performance. The key takeaways are to know your customers, set clear goals, and take action with Google AdWords.
Scope 10's Google Adwords and Your BusinessScope 10
This document discusses Google AdWords and how it can benefit businesses. It explains the three R's of AdWords - Reach, Relevance, and Return-on-Investment. AdWords allows businesses to target relevant audiences, only paying for qualified leads. The document provides an example of how a $1000 AdWords budget could generate $10000 in sales. It also discusses features like geographic targeting, conversion tracking, and combining AdWords with search engine optimization for improved results and decreased costs. A case study example shows how one auto glass company significantly increased their traffic, sales, and online conversions within the first month of using an AdWords campaign.
The document discusses opportunities for partners to grow their business through Google's Channel Sales partnership program. It outlines how partners can leverage third-party advertising platforms to scale their digital advertising services and generate new revenue streams. Key points include:
- Google's program allows partners to sell Google's digital advertising products to small and medium businesses, diversifying their offerings.
- Third-party platforms can help partners accelerate go-to-market, enhance account performance, and scale to manage hundreds of accounts through automation.
- When evaluating platforms, partners should consider factors like pricing, mobile strategy, customer segments targeted, account performance delivery, available insights, services provided, and reporting transparency.
- Proper use of third-
Here are 3 sample ads for your garden shed ad group:
1. Sale on Garden Sheds - Up to 30% off top brands. Free local delivery.
2. Durable Wooden Sheds - Rated #1 for withstanding weather. Lifetime guarantee.
3. Storage Shed Special - New designs just arrived. Limited time discounts, order today!
This document provides an overview of the sections contained in an "Insider's Guide to AdWords". It includes the following sections:
1. Using this guide - Provides guidance on how to use the guide to learn about AdWords, including reading it straight through or skipping around.
2. AdWords Basics - Explains the basics of how AdWords works, including account structure, campaign and ad group organization, and account navigation.
3. Keywords - Focuses on creating effective keywords, including using the keyword tool to expand keywords, choosing match types, scrubbing keywords, grouping keywords, and refining keywords over time.
4. Ads - Covers writing relevant ads, including
This document provides an overview of Google AdWords, including:
1. It explains the basic structure of an AdWords account including accounts, campaigns, ad groups, and keywords.
2. It describes how to navigate an AdWords account using the tabs for campaign management, reports, analytics, and billing.
3. It provides tips for organizing an AdWords account effectively including sticking to one goal per campaign and grouping similar keywords together in ad groups.
This guide provides tips on writing effective ads for AdWords. It recommends including keywords in ad headlines to make the ad seem relevant. The ad should relate to the website content and get to the point quickly while encouraging action. Well-written ads tell people what is offered and why they should care, with a clear call to action. Headlines should be directly related to searched keywords. Descriptions convey benefits and calls to action, keeping text short and simple. Ads should be targeted by language and location to reach the intended audience.
This document provides an overview of Google AdWords search advertising. It discusses how search advertising can help businesses attract new customers and connect with people actively searching for their products and services. The document outlines the benefits of using Google AdWords, including its effectiveness, ease of use, flexibility, and the ability to target ads locally. It then provides a 5-step process for setting up and optimizing an AdWords campaign, including calculating return on investment. An example is given of how a florist was able to generate sales and earn profits from her AdWords campaign.
This document provides guidance on setting up successful Google Adwords campaigns. It recommends organizing campaigns around business goals and audience, with each campaign focused on a single goal. Keywords should be carefully selected then grouped and refined. A/B testing different ad variations can help determine the most effective messages. Proper ad structure includes an attention-grabbing headline, descriptive text, and designated display and destination URLs. Tracking metrics like clicks and click-through rates helps optimize the campaign over time.
Google has given away hundreds of millions of dollars in free advertising to ...Bruno Rabelo
Google has given away hundreds of millions of dollars in free advertising to qualifying non- profits through the Google Grants AdWords program. While the grant is worth up to $10,000 a month in free ads, the average organization only manages to utilize about $300 a month. Whether you are managing your campaign with in-house resources or partnering with an agency, here are 8 tips to make the most of your Google Grants AdWords account.
Google AdWords: The Complete Guide (2020)Rintu Biswas
Google AdWords: The Complete Guide (2020)Google AdWords: The Complete Guide (2020)Google AdWords: The Complete Guide (2020)Google AdWords: The Complete Guide (2020)Google AdWords: The Complete Guide (2020)Google AdWords: The Complete Guide (2020)Google AdWords: The Complete Guide (2020)Google AdWords: The Complete Guide (2020)Google AdWords: The Complete Guide (2020)Google AdWords: The Complete Guide (2020)Google AdWords: The Complete Guide (2020)Google AdWords: The Complete Guide (2020)Google AdWords: The Complete Guide (2020)Google AdWords: The Complete Guide (2020)
This document provides an overview study guide for the AdWords Fundamentals exam. It covers the basics of online advertising and Google AdWords, including the benefits of online advertising, how to set up and manage an AdWords campaign, and how to measure and optimize campaign performance. The study guide is divided into modules that cover topics like the Google Search and Display Networks, ad formats and locations, factors that influence ad quality like Quality Score and Ad Rank, and bidding strategies and how costs are calculated. It provides examples, scenarios and additional study materials to help students learn about AdWords and prepare for the certification exam.
Michael Torbert established Semper Fi Web Design in 2007. As the author of the popular All in One SEO Pack plugin, with over 9 million downloads, he is a leader in the WordPress community. The document provides 5 tips for optimizing a website for search engines: using SEO friendly images, installing SEO plugins, crafting meta descriptions, strategically placing keywords, and developing an internal and external linking strategy. It also lists 5 common SEO mistakes to avoid, such as overusing keywords, trying to fool search engines, relying solely on Flash content, and using only the company name in title tags.
Steve Krug's book Don't Make Me Think outlines 10 usability lessons for web design: 1) Make sites intuitive to use without frustration, 2) Explain themselves without needing explanation, 3) Avoid requiring users to puzzle over how to do things, 4) Don't waste users' time as they want to save time, 5) Respect that users will rely on the back button if they make mistakes, 6) Design for how users form habits and stick to what works, 7) Eliminate unnecessary content as users don't have time for small talk, 8) Include search to help users find what they need, 9) Help users navigate with conceptual site maps as they remember where things are, and 10) Ensure users can
This document introduces a class of quantum PageRank algorithms that could be implemented on a quantum network before a quantum computer is available. It presents a quantization of the classical PageRank protocol that Google uses to rank web pages by importance. The proposed quantum PageRank protocol is found to potentially outperform the classical version by breaking the traditional hierarchy of pages, depending on the network topology. It defines properties for a valid quantum PageRank class and constructs an example that satisfies these properties and can be efficiently computed on a classical computer.
Growing your business with Adwords by Google - From Digital Marketing PaathshalaSimplilearn
This document provides tips and guidance for growing a business using Google AdWords advertising. It discusses the importance of getting the basics right such as properly structuring the AdWords account into campaigns and ad groups organized by theme. It also covers choosing effective keywords that match the ads, writing attention-grabbing ads, expanding reach through the content network, and measuring success. Following the guidelines in this booklet on account structure, keywords, ads and measurement will help users create successful AdWords campaigns.
1. The document provides strategies for success with AdWords campaigns. It discusses analyzing the search market to determine if it is profitable and understanding what triggered the user's search.
2. It emphasizes the importance of measuring conversions and ROI, rather than just clicks and impressions. Setting up conversion tracking allows measuring what really matters.
3. When creating ads, the document recommends targeting a single ideal customer, finding the unique voice or message of the ad, and using all lines of the ad to provide benefits, differentiate from competitors, and call users to action. The goal is to understand the customer's perspective and needs.
Florida Hair Extensions used Google AdWords to grow its business by 425% in one year. They targeted their ads within a specific geographic radius and tracked client sources using phone numbers and coupons. This allowed them to determine that AdWords accounted for 55% of their website traffic and 30 of their 55 new clients each month. They were able to modify their AdWords campaigns seasonally to adjust for slower and busier months. With the success of AdWords, they have expanded to two new locations in Houston and Las Vegas.
This document provides instructions for creating a Google AdWords campaign targeted towards Nigerian businesses, including choosing campaign settings like location and device targeting, creating ads and ad groups, selecting keywords, and setting budgets. It also advertises additional services and guides for social media marketing and becoming a social media manager for Nigerian brands.
Webinar: Mobile Advertising for HospitalsMarkinDayton
This document discusses the growing importance and value of mobile advertising. It begins by highlighting statistics that show how prevalent mobile devices have become. It then discusses projections for large increases in mobile advertising spending and reviews data on smartphone penetration rates. Several case studies are presented that demonstrate the effectiveness of different mobile advertising campaigns for various industries including healthcare. The document concludes by providing details on AT&T's mobile display advertising offerings, including their mobile premier listings and mobile banner ads.
This document provides an overview of how to effectively leverage Google AdWords for paid search marketing. It discusses how AdWords can help promote new content and is highly flexible and measurable. It emphasizes setting up remarketing to target interested customers. It provides tips for ranking higher in paid search results such as choosing the right keywords, optimizing landing pages, and bidding amounts. It also recommends experimenting with features like ad extensions, location targeting, device targeting, and A/B testing to further improve performance. The key takeaways are to know your customers, set clear goals, and take action with Google AdWords.
Scope 10's Google Adwords and Your BusinessScope 10
This document discusses Google AdWords and how it can benefit businesses. It explains the three R's of AdWords - Reach, Relevance, and Return-on-Investment. AdWords allows businesses to target relevant audiences, only paying for qualified leads. The document provides an example of how a $1000 AdWords budget could generate $10000 in sales. It also discusses features like geographic targeting, conversion tracking, and combining AdWords with search engine optimization for improved results and decreased costs. A case study example shows how one auto glass company significantly increased their traffic, sales, and online conversions within the first month of using an AdWords campaign.
The document discusses opportunities for partners to grow their business through Google's Channel Sales partnership program. It outlines how partners can leverage third-party advertising platforms to scale their digital advertising services and generate new revenue streams. Key points include:
- Google's program allows partners to sell Google's digital advertising products to small and medium businesses, diversifying their offerings.
- Third-party platforms can help partners accelerate go-to-market, enhance account performance, and scale to manage hundreds of accounts through automation.
- When evaluating platforms, partners should consider factors like pricing, mobile strategy, customer segments targeted, account performance delivery, available insights, services provided, and reporting transparency.
- Proper use of third-
Here are 3 sample ads for your garden shed ad group:
1. Sale on Garden Sheds - Up to 30% off top brands. Free local delivery.
2. Durable Wooden Sheds - Rated #1 for withstanding weather. Lifetime guarantee.
3. Storage Shed Special - New designs just arrived. Limited time discounts, order today!
This document provides an overview of the sections contained in an "Insider's Guide to AdWords". It includes the following sections:
1. Using this guide - Provides guidance on how to use the guide to learn about AdWords, including reading it straight through or skipping around.
2. AdWords Basics - Explains the basics of how AdWords works, including account structure, campaign and ad group organization, and account navigation.
3. Keywords - Focuses on creating effective keywords, including using the keyword tool to expand keywords, choosing match types, scrubbing keywords, grouping keywords, and refining keywords over time.
4. Ads - Covers writing relevant ads, including
This document provides an overview of Google AdWords, including:
1. It explains the basic structure of an AdWords account including accounts, campaigns, ad groups, and keywords.
2. It describes how to navigate an AdWords account using the tabs for campaign management, reports, analytics, and billing.
3. It provides tips for organizing an AdWords account effectively including sticking to one goal per campaign and grouping similar keywords together in ad groups.
This guide provides tips on writing effective ads for AdWords. It recommends including keywords in ad headlines to make the ad seem relevant. The ad should relate to the website content and get to the point quickly while encouraging action. Well-written ads tell people what is offered and why they should care, with a clear call to action. Headlines should be directly related to searched keywords. Descriptions convey benefits and calls to action, keeping text short and simple. Ads should be targeted by language and location to reach the intended audience.
This document provides an overview of Google AdWords search advertising. It discusses how search advertising can help businesses attract new customers and connect with people actively searching for their products and services. The document outlines the benefits of using Google AdWords, including its effectiveness, ease of use, flexibility, and the ability to target ads locally. It then provides a 5-step process for setting up and optimizing an AdWords campaign, including calculating return on investment. An example is given of how a florist was able to generate sales and earn profits from her AdWords campaign.
This document provides guidance on setting up successful Google Adwords campaigns. It recommends organizing campaigns around business goals and audience, with each campaign focused on a single goal. Keywords should be carefully selected then grouped and refined. A/B testing different ad variations can help determine the most effective messages. Proper ad structure includes an attention-grabbing headline, descriptive text, and designated display and destination URLs. Tracking metrics like clicks and click-through rates helps optimize the campaign over time.
Google has given away hundreds of millions of dollars in free advertising to ...Bruno Rabelo
Google has given away hundreds of millions of dollars in free advertising to qualifying non- profits through the Google Grants AdWords program. While the grant is worth up to $10,000 a month in free ads, the average organization only manages to utilize about $300 a month. Whether you are managing your campaign with in-house resources or partnering with an agency, here are 8 tips to make the most of your Google Grants AdWords account.
Google AdWords: The Complete Guide (2020)Rintu Biswas
Google AdWords: The Complete Guide (2020)Google AdWords: The Complete Guide (2020)Google AdWords: The Complete Guide (2020)Google AdWords: The Complete Guide (2020)Google AdWords: The Complete Guide (2020)Google AdWords: The Complete Guide (2020)Google AdWords: The Complete Guide (2020)Google AdWords: The Complete Guide (2020)Google AdWords: The Complete Guide (2020)Google AdWords: The Complete Guide (2020)Google AdWords: The Complete Guide (2020)Google AdWords: The Complete Guide (2020)Google AdWords: The Complete Guide (2020)Google AdWords: The Complete Guide (2020)
This document provides an overview study guide for the AdWords Fundamentals exam. It covers the basics of online advertising and Google AdWords, including the benefits of online advertising, how to set up and manage an AdWords campaign, and how to measure and optimize campaign performance. The study guide is divided into modules that cover topics like the Google Search and Display Networks, ad formats and locations, factors that influence ad quality like Quality Score and Ad Rank, and bidding strategies and how costs are calculated. It provides examples, scenarios and additional study materials to help students learn about AdWords and prepare for the certification exam.
This document provides an overview study guide for the AdWords Fundamentals exam. It covers key topics like the benefits of online advertising and AdWords, Google's advertising networks (Search and Display Network), where ads can appear, factors that influence ad quality and ranking (Quality Score and Ad Rank), and how bidding and costs work. The study guide is structured in modules that cover these topics in detail and provide examples, scenarios, and additional study materials to help students learn about AdWords and prepare for the certification exam.
Basics of Adwords by Google - From Digital Marketing PaathshalaSimplilearn
The document provides an overview and guide for using Google AdWords. It covers the basics of how AdWords works, how to structure an AdWords account, how to organize campaigns and ad groups, how to select effective keywords, and how to write relevant ads and track results. The guide encourages testing, learning from mistakes, and continual refinement of ad campaigns over time to improve performance.
This is an Introductory course for Beginners.Learn the basics of Google Adwords
Visit My Website : http://freedigitalmarketingcourses.co.in/
Visit My Youtube channel : https://www.youtube.com/channel/UCKloSpgus_lfOko-wgGVMKg
Search Engine Marketing is the art of driving more and better qualified traffic to your website from search engines. Learn more about SEM and how to do it right.Understanding how to use search engine marketing effectively is an important skill for every marketer. Here's a guide for using Search Engine Marketing
This document provides an overview of Google AdWords best practices for advertisers. It discusses setting up effective AdWords account structures with multiple campaigns, ad groups, keywords, and ads. It also covers topics like keyword match types, keyword research and organization, setting goals and measuring conversions. The document emphasizes structuring accounts properly, focusing keywords, optimizing quality score to improve ad rankings, and evaluating performance to improve over time.
What is AdWords? Google AdWords is simple, but not easy, Here is the Guide to Google AdWords, From How To Setup a Basic Adwords Campaign to Getting ROI from your Paids Ads
The search query report allows advertisers to see which search terms triggered their ads, identify new keywords with potential, and add irrelevant search terms as negatives. This helps optimize ad performance and avoid spending on uninterested users. The report shows exact search queries entered rather than keywords added by advertisers. Advertisers can access the report in Google AdWords by filtering the keyword details or in Bing/Yahoo AdWords by selecting the search terms report and including relevant columns. The main purpose is to improve campaign metrics like CTR and quality score.
Google AdWords is an online advertising service where advertisers pay to display brief ads to web users. It is Google's main source of revenue. By 2007, pay-per-click programs had become the primary money makers for search engines.
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Cement process manufacturing - Infographic | VisionTIRMesurex
The document summarizes the key steps in the cement manufacturing process:
1) Raw materials like limestone and clay are extracted through quarrying or excavation and crushed into smaller pieces.
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3) The powder is preheated and processed in a kiln at high temperatures of up to 1,500°C to produce clinker, the basic material for cement.
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El documento habla sobre la promoción del uso de la bicicleta en Las Palmas de Gran Canaria. Explica que se han desarrollado carriles bici como alternativa de movilidad y no solo para deporte. También destaca la importancia de la planificación de una red completa de carriles bici que conectan diferentes zonas, y los esfuerzos por ejecutar el plan director de la bicicleta a través de la creación de nuevos itinerarios y su integración en proyectos urbanísticos.
The document provides information about the Ready, Set, Goal beginner swimming program. It includes three levels (Start it up, Step it up, Keep it up) for swimmers of varying abilities. It describes the necessary equipment, components of swim workouts, and techniques and drills for four strokes (freestyle, breaststroke, backstroke, butterfly). Sample workouts are included in the beginner swimming log to guide participants' four-month training.
This document outlines the rules for seeding swimmers into heats, semi-finals, and finals for FINA competitions. It specifies that swimmers should be seeded based on their submitted entry times, from fastest to slowest. For events with multiple heats, the fastest swimmers should be distributed across the heats based on set patterns to ensure the fastest swimmers are in the last heats. Lanes within each heat are assigned in descending order of submitted times, following a set pattern. The number of swimmers seeded in each heat depends on the total number of heats but aims for a minimum of three swimmers per heat when possible.
This document presents the Common Welfare Matrix 3.0, which provides a framework for measuring an organization's performance according to key values of human dignity, solidarity, ecological sustainability, and social justice. It evaluates stakeholder groups such as suppliers, investors, staff, customers, and the social environment on various criteria from 0 to 100 or from -200 to 0. For example, staff are evaluated on job quality, just distribution of labor, advancing sustainable behaviors, and income equality. This helps organizations assess their impact and identify areas for improvement across environmental, social and governance issues.
This document provides an overview of Google AdWords and advertising fundamentals. It covers topics such as the basics of search engine marketing and online advertising, getting started with an AdWords account, managing AdWords campaigns and ad groups, different ad formats including text, image, video, mobile and rich media ads, ad format guidelines and best practices, and targeting and placements on the Google network. The document contains tutorials and exercises for learning hands-on skills in using AdWords.
This document provides a user guide for Adobe Test&Target. It includes sections on how Test&Target works, managing campaigns, offers, parameters, and more. Specific topics covered include setting up hosts and users, creating A/B tests, multivariate tests, and optimizing campaigns, integrating with analytics packages, and troubleshooting issues.
For the full video of this presentation, please visit: https://www.edge-ai-vision.com/2024/06/building-and-scaling-ai-applications-with-the-nx-ai-manager-a-presentation-from-network-optix/
Robin van Emden, Senior Director of Data Science at Network Optix, presents the “Building and Scaling AI Applications with the Nx AI Manager,” tutorial at the May 2024 Embedded Vision Summit.
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Sudheer Mechineni, Head of Application Frameworks, Standard Chartered Bank
Discover how Standard Chartered Bank harnessed the power of Neo4j to transform complex data access challenges into a dynamic, scalable graph database solution. This keynote will cover their journey from initial adoption to deploying a fully automated, enterprise-grade causal cluster, highlighting key strategies for modelling organisational changes and ensuring robust disaster recovery. Learn how these innovations have not only enhanced Standard Chartered Bank’s data infrastructure but also positioned them as pioneers in the banking sector’s adoption of graph technology.
Unlock the Future of Search with MongoDB Atlas_ Vector Search Unleashed.pdfMalak Abu Hammad
Discover how MongoDB Atlas and vector search technology can revolutionize your application's search capabilities. This comprehensive presentation covers:
* What is Vector Search?
* Importance and benefits of vector search
* Practical use cases across various industries
* Step-by-step implementation guide
* Live demos with code snippets
* Enhancing LLM capabilities with vector search
* Best practices and optimization strategies
Perfect for developers, AI enthusiasts, and tech leaders. Learn how to leverage MongoDB Atlas to deliver highly relevant, context-aware search results, transforming your data retrieval process. Stay ahead in tech innovation and maximize the potential of your applications.
#MongoDB #VectorSearch #AI #SemanticSearch #TechInnovation #DataScience #LLM #MachineLearning #SearchTechnology
AI 101: An Introduction to the Basics and Impact of Artificial IntelligenceIndexBug
Imagine a world where machines not only perform tasks but also learn, adapt, and make decisions. This is the promise of Artificial Intelligence (AI), a technology that's not just enhancing our lives but revolutionizing entire industries.
Full-RAG: A modern architecture for hyper-personalizationZilliz
Mike Del Balso, CEO & Co-Founder at Tecton, presents "Full RAG," a novel approach to AI recommendation systems, aiming to push beyond the limitations of traditional models through a deep integration of contextual insights and real-time data, leveraging the Retrieval-Augmented Generation architecture. This talk will outline Full RAG's potential to significantly enhance personalization, address engineering challenges such as data management and model training, and introduce data enrichment with reranking as a key solution. Attendees will gain crucial insights into the importance of hyperpersonalization in AI, the capabilities of Full RAG for advanced personalization, and strategies for managing complex data integrations for deploying cutting-edge AI solutions.
Infrastructure Challenges in Scaling RAG with Custom AI modelsZilliz
Building Retrieval-Augmented Generation (RAG) systems with open-source and custom AI models is a complex task. This talk explores the challenges in productionizing RAG systems, including retrieval performance, response synthesis, and evaluation. We’ll discuss how to leverage open-source models like text embeddings, language models, and custom fine-tuned models to enhance RAG performance. Additionally, we’ll cover how BentoML can help orchestrate and scale these AI components efficiently, ensuring seamless deployment and management of RAG systems in the cloud.
Driving Business Innovation: Latest Generative AI Advancements & Success StorySafe Software
Are you ready to revolutionize how you handle data? Join us for a webinar where we’ll bring you up to speed with the latest advancements in Generative AI technology and discover how leveraging FME with tools from giants like Google Gemini, Amazon, and Microsoft OpenAI can supercharge your workflow efficiency.
During the hour, we’ll take you through:
Guest Speaker Segment with Hannah Barrington: Dive into the world of dynamic real estate marketing with Hannah, the Marketing Manager at Workspace Group. Hear firsthand how their team generates engaging descriptions for thousands of office units by integrating diverse data sources—from PDF floorplans to web pages—using FME transformers, like OpenAIVisionConnector and AnthropicVisionConnector. This use case will show you how GenAI can streamline content creation for marketing across the board.
Ollama Use Case: Learn how Scenario Specialist Dmitri Bagh has utilized Ollama within FME to input data, create custom models, and enhance security protocols. This segment will include demos to illustrate the full capabilities of FME in AI-driven processes.
Custom AI Models: Discover how to leverage FME to build personalized AI models using your data. Whether it’s populating a model with local data for added security or integrating public AI tools, find out how FME facilitates a versatile and secure approach to AI.
We’ll wrap up with a live Q&A session where you can engage with our experts on your specific use cases, and learn more about optimizing your data workflows with AI.
This webinar is ideal for professionals seeking to harness the power of AI within their data management systems while ensuring high levels of customization and security. Whether you're a novice or an expert, gain actionable insights and strategies to elevate your data processes. Join us to see how FME and AI can revolutionize how you work with data!
Observability Concepts EVERY Developer Should Know -- DeveloperWeek Europe.pdfPaige Cruz
Monitoring and observability aren’t traditionally found in software curriculums and many of us cobble this knowledge together from whatever vendor or ecosystem we were first introduced to and whatever is a part of your current company’s observability stack.
While the dev and ops silo continues to crumble….many organizations still relegate monitoring & observability as the purview of ops, infra and SRE teams. This is a mistake - achieving a highly observable system requires collaboration up and down the stack.
I, a former op, would like to extend an invitation to all application developers to join the observability party will share these foundational concepts to build on:
HCL Notes und Domino Lizenzkostenreduzierung in der Welt von DLAUpanagenda
Webinar Recording: https://www.panagenda.com/webinars/hcl-notes-und-domino-lizenzkostenreduzierung-in-der-welt-von-dlau/
DLAU und die Lizenzen nach dem CCB- und CCX-Modell sind für viele in der HCL-Community seit letztem Jahr ein heißes Thema. Als Notes- oder Domino-Kunde haben Sie vielleicht mit unerwartet hohen Benutzerzahlen und Lizenzgebühren zu kämpfen. Sie fragen sich vielleicht, wie diese neue Art der Lizenzierung funktioniert und welchen Nutzen sie Ihnen bringt. Vor allem wollen Sie sicherlich Ihr Budget einhalten und Kosten sparen, wo immer möglich. Das verstehen wir und wir möchten Ihnen dabei helfen!
Wir erklären Ihnen, wie Sie häufige Konfigurationsprobleme lösen können, die dazu führen können, dass mehr Benutzer gezählt werden als nötig, und wie Sie überflüssige oder ungenutzte Konten identifizieren und entfernen können, um Geld zu sparen. Es gibt auch einige Ansätze, die zu unnötigen Ausgaben führen können, z. B. wenn ein Personendokument anstelle eines Mail-Ins für geteilte Mailboxen verwendet wird. Wir zeigen Ihnen solche Fälle und deren Lösungen. Und natürlich erklären wir Ihnen das neue Lizenzmodell.
Nehmen Sie an diesem Webinar teil, bei dem HCL-Ambassador Marc Thomas und Gastredner Franz Walder Ihnen diese neue Welt näherbringen. Es vermittelt Ihnen die Tools und das Know-how, um den Überblick zu bewahren. Sie werden in der Lage sein, Ihre Kosten durch eine optimierte Domino-Konfiguration zu reduzieren und auch in Zukunft gering zu halten.
Diese Themen werden behandelt
- Reduzierung der Lizenzkosten durch Auffinden und Beheben von Fehlkonfigurationen und überflüssigen Konten
- Wie funktionieren CCB- und CCX-Lizenzen wirklich?
- Verstehen des DLAU-Tools und wie man es am besten nutzt
- Tipps für häufige Problembereiche, wie z. B. Team-Postfächer, Funktions-/Testbenutzer usw.
- Praxisbeispiele und Best Practices zum sofortigen Umsetzen
Cosa hanno in comune un mattoncino Lego e la backdoor XZ?Speck&Tech
ABSTRACT: A prima vista, un mattoncino Lego e la backdoor XZ potrebbero avere in comune il fatto di essere entrambi blocchi di costruzione, o dipendenze di progetti creativi e software. La realtà è che un mattoncino Lego e il caso della backdoor XZ hanno molto di più di tutto ciò in comune.
Partecipate alla presentazione per immergervi in una storia di interoperabilità, standard e formati aperti, per poi discutere del ruolo importante che i contributori hanno in una comunità open source sostenibile.
BIO: Sostenitrice del software libero e dei formati standard e aperti. È stata un membro attivo dei progetti Fedora e openSUSE e ha co-fondato l'Associazione LibreItalia dove è stata coinvolta in diversi eventi, migrazioni e formazione relativi a LibreOffice. In precedenza ha lavorato a migrazioni e corsi di formazione su LibreOffice per diverse amministrazioni pubbliche e privati. Da gennaio 2020 lavora in SUSE come Software Release Engineer per Uyuni e SUSE Manager e quando non segue la sua passione per i computer e per Geeko coltiva la sua curiosità per l'astronomia (da cui deriva il suo nickname deneb_alpha).
In the rapidly evolving landscape of technologies, XML continues to play a vital role in structuring, storing, and transporting data across diverse systems. The recent advancements in artificial intelligence (AI) present new methodologies for enhancing XML development workflows, introducing efficiency, automation, and intelligent capabilities. This presentation will outline the scope and perspective of utilizing AI in XML development. The potential benefits and the possible pitfalls will be highlighted, providing a balanced view of the subject.
We will explore the capabilities of AI in understanding XML markup languages and autonomously creating structured XML content. Additionally, we will examine the capacity of AI to enrich plain text with appropriate XML markup. Practical examples and methodological guidelines will be provided to elucidate how AI can be effectively prompted to interpret and generate accurate XML markup.
Further emphasis will be placed on the role of AI in developing XSLT, or schemas such as XSD and Schematron. We will address the techniques and strategies adopted to create prompts for generating code, explaining code, or refactoring the code, and the results achieved.
The discussion will extend to how AI can be used to transform XML content. In particular, the focus will be on the use of AI XPath extension functions in XSLT, Schematron, Schematron Quick Fixes, or for XML content refactoring.
The presentation aims to deliver a comprehensive overview of AI usage in XML development, providing attendees with the necessary knowledge to make informed decisions. Whether you’re at the early stages of adopting AI or considering integrating it in advanced XML development, this presentation will cover all levels of expertise.
By highlighting the potential advantages and challenges of integrating AI with XML development tools and languages, the presentation seeks to inspire thoughtful conversation around the future of XML development. We’ll not only delve into the technical aspects of AI-powered XML development but also discuss practical implications and possible future directions.
In his public lecture, Christian Timmerer provides insights into the fascinating history of video streaming, starting from its humble beginnings before YouTube to the groundbreaking technologies that now dominate platforms like Netflix and ORF ON. Timmerer also presents provocative contributions of his own that have significantly influenced the industry. He concludes by looking at future challenges and invites the audience to join in a discussion.
GraphRAG for Life Science to increase LLM accuracyTomaz Bratanic
GraphRAG for life science domain, where you retriever information from biomedical knowledge graphs using LLMs to increase the accuracy and performance of generated answers
3. Welcome to “Growing your business with
AdWords”, a guide to help you ensure you
get the best results for your business with
AdWords advertising campaigns.
This booklet will provide you with all the tips and tricks you need
for your account to succeed:
1. Get the basics right
2. Expand your reach
3. Measure your success
Getting the most out of AdWords requires ongoing experimentation.
Whether you’re brand new to AdWords or an AdWords veteran,
following the guidelines in this booklet will help you create and hone
your campaigns to give you the maximum possible return for your
advertising investment.
If you are confused by any of the AdWords terms in this booklet,
there is a handy glossary at the back to help you out.
4.
5. How AdWords works 4
Get the basics right
Account structure 10
Understand how to structure your account
to make your campaigns thrive.
Keywords 14
Learn how to choose the right keywords
to target your customers.
Ads 18
Get creative and write attention grabbing ads.
Expand your reach
Content network 24
Target customers who are browsing on sites
other than Google search.
Measure your success
Understand your success 28
Find out how to measure your performance and
get the best possible results for your business.
AdWords help resources 32
Glossary 33
6. 4 How AdWords works
Before we get in to the details of your account
here's a quick reminder of the AdWords essentials.
AdWords is an automated auction. You write your ads and
choose relevant keywords (a keyword is the search term –
word or phrase – that a person searching on Google types in
which will then trigger your ad). Then, a prospective customer
searches and all the ads with keywords related to their search
query are put into an auction, including yours.
The top ads will appear to your potential customer under the
heading ‘Sponsored Links’, on the right-hand side or above
Google's search results. An interested customer will click on
your ad and be directed to your website.
Your ad appears here when
potential customers search
for your business on Google
-
-
Search results
7. How AdWords works 5
As well as showing to people searching How do we match your ads?
on Google, your ads can also appear on 1. By scanning the millions of pages
relevant websites in the content network. on the web, Google's contextual
When you advertise on the content targeting technology analyses the
network, a diverse network of millions content of different web pages to
of websites, your ads are shown beside determine what the site is about.
website content that is relevant to your
customers. You can choose sites you want 2. Then, by looking at the keywords and
to appear on or let us match your ads to ad text in your campaign, we identify
relevant websites. the main concept behind your
advertising message.
3. Our system then automatically places
the most relevant ads with the most
relevant pages, so your ads show to
interested users.
8. 6 How AdWords works
The most important thing to think about
when looking at your AdWords account
is quality.
Google rewards relevant, quality advertising with a
higher position on the search page and lower costs, so
making sure your ads are high quality is really important.
9. How AdWords works 7
So, what do we mean by quality? All users are the same. They want to find
Think about how you search... when you what they're looking for quickly and simply
type in a search term you want to see an – and if they do they're more likely to be
ad that offers the product or service you're interested in what they find and make a
looking for. When you click on that ad you purchase or enquiry.
want to be taken directly to the product/
service page for more information. This is the basis of how AdWords works:
you create high-quality, relevant ads that
are useful to those people searching for
your products and the Google system will
reward you with a higher position on the
page and lower costs.
12. 10 Account structure
Account structure
Take a fresh look at your account
Structuring your account effectively can have a dramatic
impact on the success of your AdWords campaigns.
A little organisation will make it much easier to create quality
ads. It'll also help you determine what's providing value so
you can build on your most successful campaigns and edit
those that aren't working as well.
Account
Campaign Campaign
Ad group
Ad texts Ad group
Keywords Ad group Ad texts
Ad texts Ad group
Ad group Keywords
Keywords Ad texts
Ad texts
Keywords
Keywords
13. Account structure 11
Get to grips with the essentials
Your AdWords account is made up of three levels:
account, campaign and ad group.
Your AdWords account is structured to Take inspiration from the structure of your
help you create highly targeted advertising. website when deciding what campaigns
Your account is split into campaigns and ad groups to create. Look at how
and each campaign into ad groups. you've structured your site and reflect this
You can think of these as categories and in your AdWords account.
subcategories. Each campaign should
focus on a specific product range or area A well structured account should not only
of your business and then each ad group provide you with better results it will also
should be even more specific and focus on make your advertising easy to manage!
a subcategory of the main campaign topic.
For example if you are a garden centre you
could have a campaign focused on roses
and then the ad groups (or subcategories)
within that campaign could be different
types of roses such as scented roses,
climbing roses etc.
14. 12 Account structure
Examples and ideas you can implement
Before taking you through how you can improve your own account
structure, lets take a look at an example of a well structured account.
This example shows what an account could look like for a Garden Centre.
Campaign 1: Seeds
Ad group 1: Flower seeds
Ad group 2: Grass seeds
Ad group 3: Vegetable seeds
GArden Cen
t re
Home Seeds
Campaign 2: Roses roses Outdoor build
ings
Flower
Ad group 1: Climbing roses Grass
Ad group 2: Bush roses Vegetable
Ad group 3: Scented roses
Campaign 3: Outdoor buildings
Ad group 1: Sheds
Ad group 2: Summerhouses
Ad group 3: Conservatories
15. Account structure 13
Tips for creating a winning account structure
A well managed account is a successful account.
Implement our tips below to ensure your campaigns thrive.
Split each campaign into
Give each campaign ad groups. Ad groups let you
an appropriate name. segment your campaigns into
Make sure you can identify multiple parts to achieve even
your campaigns easily. This greater focus and simplicity.
will make tracking and editing
your campaigns much simpler.
Try to aim for at least three ad groups
Stick to one theme per campaign. per campaign. The number of ad groups
We recommend you structure you need will vary depending on the size
your AdWords account similar to of your product offering and business but
the structure of your website, i.e. aiming for a minimum of three will ensure that
separate your campaigns by the each ad group is tightly themed and will help
themes or product lines your website you to write specific ads targeted to
is divided into. your customers.
Just like campaigns, each ad group should have one common theme.
Focus on a single product or service that you offer in each ad group. This will
make it simple to create focused, effective keywords and ads. For example, a
garden centre could have a campaign with the theme of "Seeds", an ad group
in that campaign might be "Flower seeds".
16. 14 Keywords
Keywords
Reach the right customers
Keywords are the roots of your ad campaign. They set the entire advertising
process in motion. If your potential customers are searching for your product
or service, they’ll find you more quickly if you’ve chosen the right keywords.
You should think about your keywords in the same way
you have structured your campaigns and ad groups.
Each of your ad groups should contain tightly themed
keywords. A small group of carefully targeted keywords
are far better than a large group of un-targeted keywords.
For example, an ad group with the theme of climbing
roses should only contain keywords specifically related
to climbing roses rather than a large group of keywords
related to flowers or roses in general. There is no
one-size fits all answer but try to aim for between 5
and 50 keywords in each ad group.
Theming your keyword groups in this way will help you
when writing your ads and, most importantly of all, make
your advertising high quality — allowing your customers
to find you easily.
17. Keywords 15
Get to grips with the essentials
When picking your keywords you have the choice to
use different matching options. These options give
you further control over when your ads should show.
To reach the right customers we recommend that you
focus your campaigns using broad match keywords
along with negative match where needed.
Broad Match reaches the most users by showing your ad
whenever your keyword, or a relevant variation of your keyword,
is searched for. For instance if your keyword is red roses,
it will trigger your ad on searches such as red roses, red and pink
roses or roses coloured red. This is the default option for keywords.
Negative Match prevents your ad from showing when a word
or phrase you specify is searched for. If you have red roses as a
keyword and specify synthetic as a negative match your ad won't
show on search terms such as synthetic red roses. To add negative
keywords go to the “Keywords” tab. Scroll down to the negative
keyword section, click on the plus sign and add your negative
keywords in the box.
If you would like to try more advanced options then there are two
further keyword options which can be used. We only recommend
you use these if you are confident with monitoring the success of
your campaign and are able to assess keyword performance. For
more information search for “keyword matching options” in the
AdWords Help Centre.
18. 16 Keywords
Examples and ideas you can implement
Lets look at a 3 step example of how you might approach creating your own keywords. In this example the
campaign is roses and each ad group is a type of rose.
1. Begin by listing all relevant keywords for a campaign.
roses, climbing roses, climbing rose, fragrant climbing roses, rose plants, buy bush roses, rose bush, rose bushes,
best roses, bush rose sale, shrub roses, luxury red bush roses, hardy climbing roses, cheap roses,
climbing rose varieties, rambling roses, climbing roses, spring roses
2. Next split your keywords into your themed ad groups, with relevant ad texts.
Ad group 1: Climbing roses Ad group 2: Bush roses
Beautiful Climbing Roses Beautiful Bush Roses
Sale Now On. Large Variety Sale Now On. Large Variety
of Colours and Brands. Buy Now! of Colours and Brands. Buy Now!
GardenCentreSite.com/ClimbingRoses GardenCentreSite.com/BushRoses
Keywords: (1) roses, climbing roses, climbing rose, Keywords: (2) rose plants, buy bush roses, rose bush,
fragrant climbing roses, (2) rose plants, hardy rose bushes, (4) best roses, cheap roses, bush rose
climbing roses, climbing rose varieties, rambling sale, shrub roses (5) luxury red bush roses,
roses, spring roses, (3) - delivered, - free (3) - delivered, - free
Please note these examples are fictional and are intended for illustrational purposes only.
3. Review and refine.
Reviewing the keywords above we have identified 5 we would like to refine:
(1) Roses may be too generic to be a good keyword.
(2) Make sure you don’t use the same keyword in multiple ad groups within the same campaign. (Our system
interprets this as increased competition for this keyword, resulting in a higher cost-per-click (CPC) for it).
(3) Negative match keywords like delivered and free prevent your ad from showing for searches that contain
those keywords. This business doesn’t offer delivery or free products so they should include these as
negative keywords.
(4) Keywords like best roses and cheap roses don’t give enough details about the product or products
being offered.
(5) Keywords like luxury red bush roses may be too specific to be effective.
19. Keywords 17
Tips for choosing the right keywords for your business
Make sure your keywords are right for your business. Use our tips below to fine tune
your keyword lists.
Try out our keyword tool.
Stuck for keyword ideas?
Think like your customers. The keyword tool, found within your
How might your customers search for account, provides suggestions for
your product or service? Generally the new keywords and can also help
best keywords tend to be 2-3 words long. identify possible negative keywords.
Match your keywords to your
ad text. Each keyword should match the Regularly review your keywords.
ad text that it triggers when a potential Through regular reviews you can remove
customer searches on Google. To do keywords which are not providing value
this, group all the keywords relating to and learn from the success of your top
a particular product or service into a performing keywords.
specific ad group. You can then create
an ad that matches these keywords
so that whatever a user searches for,
they see an ad that is very relevant to
their search. Use negative keywords. Prevent your ad
from showing on a search which is not relevant
for your business. For example if you sell
lawnmowers you may not want your ad to show
if a user searches for Lawnmower repairs so
specify repairs as a negative keyword.
20. 18 Ads
Ads
Write ads to get your customers clicking
Your customers choose to go to your website over your
competitors' based solely on what they see in your ads.
If your ads don't grab their attention, you could be missing
out on valuable sales.
To get the best results your ads should directly relate to your keywords.
This means that when a potential customer searches for your product they
see a very relevant ad and will visit your site.
Once you have organised your account and have your keywords grouped
into ad groups your ads should be easy to write.
21. Ads 19
Get to grips with the essentials
AdWords makes it really easy for you to test out your messaging and
see which ads work for your customers. Try testing different ads in each
ad group, you may be surprised at what is the most successful.
To test your messaging, write three or four variations of the same ad text in each
ad group (as shown below). These ads will all run from the same set of keywords. If you
have more than one ad in each ad group AdWords will rotate which of your ads is shown,
at no additional cost.
This example shows some ads that could be tested in an ad group focused on garden sheds.
Garden Sheds Garden Sheds Sale Cheap Garden Sheds
Delivery & Fitting High Quality Timber Garden Sheds Free Delivery. 10yr guarantee.
Prices Start From Only £150 Guaranteed Low Prices. Buy Now. Buy Online or Call Us Now.
GardenCentreSite.com/GardenSheds GardenCentreSite.com/GardenSheds GardenCentreSite.com/GardenSheds
Keywords:
Garden sheds, wooden garden sheds, garden shed, buy garden sheds,
cheap garden sheds, large garden sheds, small garden sheds
Allow these ad variations to run for a while. Then check your clicks. The ads with the
highest clickthrough rates (CTR) are the ads users find to be the most relevant to their
search. Over time you will learn what works for your business and you can edit your
ads accordingly.
22. 20 Ads
Examples and ideas you can implement
It can be difficult to know where to start when writing ads,
learn what works well and what doesn't from the example below!
When a potential customer searches for climbing roses the two ads below could appear.
Climbing Roses On Sale garden centre
Special Offer on Climbing Roses. we sell everything
Buy Online Now. Next Day Delivery. you need for your garden
GardenCentreSite.com/ClimbingRoses gardencentresite.com
What’s right? What’s wrong?
• Headline focuses on the product that’s for sale, • Headline focuses on a company description
and contains relevant keywords instead of on core selling points and the
keywords that trigger it
• Description details specific benefits of buying
the product from this company (Next Day Delivery) • Description is too general – it would be much
better if it focused on specific products or
• Description includes an instruction to customers
services offered by the company – and it doesn’t
of the action they should take (Buy Online Now)
contain an action the customer should take
• Destination URL leads to a page on the company
• Destination URL leads to the company’s home
website related specifically to climbing roses
page, rather than to a page promoting the
specific product or service
Please note these examples are fictional and are intended for illustrational purposes only.
23. Ads 21
Tips for writing targeted ads
Ensure your ads catch the eye of potential customers.
Try testing out some of our tips to see what works for your business.
Use your keywords in your ad.
For the best results put your top performing
keyword into the headline of your ad.
Use a strong call-to-action.
Tell potential customers what action
Include prices, special offers you want them to take when they get
and unique selling points. to your site e.g Buy now. Call today.
What makes your product or
service offering different from
your competitors?
Direct users to the page on your website
which is most relevant to each ad.
By using a very specific destination URL you
can direct potential customers to the page
on your website that is most relevant to the
product or service described in your ad.
26. 24 Content network
Content network
Reach customers on relevant websites
Did you know that in addition to showing your AdWords ad on Google search,
you can also show it on relevant websites that your customers visit?
The Google content network is a large, diverse network of different kinds of sites that partner
with Google. On this network, you can show your ad to potential customers when they're looking
at sites related to your products or services.
Get to grips with the essentials
Internet users spend the majority of their time online
browsing websites. By advertising on both search
and the content network, you can reach your target
audience no matter what they are doing online.
When your campaign is opted into the content network, AdWords
automatically targets your ads to relevant content on websites.
This means your message is matched to the right audience at the
right time.
For example, if you're selling garden tools, our system may place
your ad next to a news article that reviews the latest garden tools.
In this case, you know that a user who is looking at this web page
is likely to be interested in your product.
27. Content network 25
Tips for getting the most out of your
content network campaign
To get the most out of advertising on the content network
make sure that you create a tightly themed campaign that
represents your business.
This will help our system match your ad with the most relevant sites on the web.
The good news is that the tips in this booklet for creating effective ads and keywords
on search also apply to your performance on the content network. For example, follow
ad best practices like using a strong call to action in your ad and making sure you have
clear themes in your ad text that match with your keywords.
Together these basic actions allow our system to see very clearly what your product
or service is and match your ads to relevant websites.
How to review your performance
To understand what's working for your ads on content network
websites you should go to the “Networks” tab of your AdWords
account and click on “show details” beside your content placements.
Here you can review all of the websites your ads have shown on. As well as this
you can see statistics about each site that will help you assess how your ads are
performing. To learn more about measuring performance you should refer to the next
section in this booklet.
On the content network the most important statistic to look at is the clickthrough rate
(CTR). CTR is how often people click on your ad, it will give an indication of how well
each site is performing. Note that CTR on the content network will typically be lower
than for search. After your ads have been running on these websites for a period
of time you will be able to use these metrics to see which are the best performing
sites for you. You can then look at the possibility of individually managing your
cost-per-click (CPC) for the top sites and focus more budget on them. For more
information on managed placements search for "managed placements" in the
AdWords Help Centre.
30. 28 Understand your success
Understand your success
With Google AdWords, it's all about results. To make sure you're getting
the best possible results, you should monitor your account performance
on a regular basis.
Think about what you want to achieve from your ad campaign. Do you want traffic to
your website? Sales? Or your visitors to take a specific action such as signing up to your
newsletter? Once you've clearly defined your goals you can use your AdWords statistics
and the free tools available from Google to measure your success. Be realistic about what
you want to achieve and try to set time aside to review your account regularly, to make
sure you're reaching your goals.
31. Understand your success 29
What to look for in your account
The first, and easiest way to Average Position: Check the “Avg. Pos.”
column on the “Campaigns” tab in your
measure your success is to review account to find out where your ad is
your AdWords statistics. appearing on the search results page.
There are up to 11 ads shown on any search
Success with AdWords will be different for page so if your average position is 11 or
every business and will depend on your more your ad is, on average, not appearing
business goals. However, there are a few on the first page of search results. You
things to look out for that will indicate your should aim to show your ad on the first
ads are running successfully: page of search results so your potential
customers can more easily find your ad.
Clickthrough Rate (CTR): To get an
immediate idea of how well a campaign is First Page Bids: If your ad is not showing
doing, check the CTR - how often people on the first page of search results then you
click on your ad after seeing it. As a rule will see first page bid on the “Keyword” tab
of thumb, a CTR on Google under 1% under the “Status” column. A first page bid
indicates that your ads are not targeted is the cost-per-click you need to set to get
to a relevant audience. Look at this on your ad showing on the first page of search
the “Campaigns” tab and view the CTR of results. High first page bid estimates can
your individual keywords and ads on the indicate that your ads are not as relevant
respective tabs. as they could be.
Keyword Status: An “Eligible” state Quality Score: Each of your keywords is
means your keyword is eligible to trigger given a quality score which can be found
ads. Clicking on the icon in the status by clicking on the icon in the “Status”
column will give you more detail on your column on the “Keywords” tab. Google
individual keyword performance. To view rewards relevant, quality advertising with
keyword status go to the “Keywords” tab a higher position on the search page and
and look under the "Status" column. lower costs, so making sure your ads are
high quality is really important.
Use the tips from this
booklet to help you improve
these stats.
32. 30 Understand your success
Interested in delving deeper
into your performance?
You may want to install conversion tracking or Google Analytics
on your site. These free Google products allow you to analyse your
account performance based on which keywords and ads convert
into sales or leads, rather than purely those that direct traffic to
your website.
Conversion tracking:
In online advertising, a conversion occurs when a click on your
ad leads directly to user behaviour you deem valuable, such as a
purchase, signup, page view, or lead. Conversion tracking is a free
way to monitor and evaluate how well your ad campaigns convert
into meaningful actions like a sale.
Google Analytics:
Google Analytics is a free website analysis tool which can
show you how people found your site, how they explored it,
and what actions they took on your site. With this information,
you can improve your website’s return on investment, increase
conversions, and ultimately make more money on the web.
For instructions on how to install these tools visit the
AdWords Help Centre and search for “conversion tracking”
and “Google Analytics”.
33. Understand your success 31
Checklist for managing your account remember to
repeat this process
The online world moves very quickly, so what works for you today may not be as regularly to
successful next week. A weekly review of your account will help you make sure continually build
you're getting the most out of your advertising budget. on your success.
Here's a quick list of actions for you to follow every time you log in to your account.
This will help you understand how your account is performing and whether you're meeting your
business goals. Performance will vary by account so focus on identifying your best and worst
performing keywords and ads, this will help when refining your account.
1. Check notification and account alerts 5. Refine your keywords and ads.
on the home page. • Look at the top performing keywords
When you log in to your AdWords account you will and ads. Edit those that are not doing well,
see notifications and account alerts from Google. using your top performers as a guide as to
It's important to keep an eye out for these updates how they can be improved.
as they contain important information relevant to • Delete those that have consistently
your account. performed poorly.
2. Go to the “Campaigns” tab and set the • Use negative keywords to eliminate
time range. unwanted impressions.
The time range setting can be found in the top
right-hand corner of your account and should 6. Finally, test new keywords and ads for
be set to a period of 1-4 weeks to get a good your campaigns.
indication of recent performance. • Use the keyword tool to get keyword
suggestions to add to your campaign.
3. Review your keyword performance. • If you don't have multiple ads in each ad group,
Under the “Keywords” tab review: you should try adding some to test which work
• Keyword clickthrough rate (CTR). Which best for you.
keywords are receiving your highest and
lowest CTR?
• Position of your keywords. Are your ads
appearing on the first page i.e avg. pos. of 1 -11?
• Keyword status. Are your ads eligible to show? If you have conversion tracking
• Quality score. You can see the quality score enabled, check which ads and
for each keyword by clicking on the icon in the keywords are converting into sales.
status column.
4. Review your ads performance.
Under the "Ads" tab review:
• Ad CTR. If you are testing multiple ads in each ad
group check to see which are performing best.
34. 32 Adwords help resources
Grow your business with AdWords!
We hope that you've found this booklet helpful and
that you're fully equipped to achieve great results
from your AdWords account!
If you would like to keep learning then you can access our online
learning materials and resources, including blogs, webinars and
the AdWords help forum, from our online AdWords Guide...
AdWords Guide
www.google.com/adwords/beginnersguide
To make sure that you're not missing out on any of our online
communications, check you're opted in to receive online updates
from us:
1. Log in to your AdWords account
(type adwords.google.co.uk into your browser).
2. Select “Account Preferences” under the tab “My Account”.
3. Find “Notification Preferences” and click “Edit”.
4. Review, edit and save your preferences (“Customised Help &
Performance Suggestions” & “Newsletters”).
35. Glossary Ad group
A collection of ads within a
Destination URL
The web page on which a user will
campaign that corresponds to land after clicking on your ad. It
a group of related keywords. doesn’t have to be your site’s main
page. Also called a landing page.
Ad rank
Your ad’s position on a results Display URL
page. Your ad rank is determined by The URL displayed in your ad to
your maximum CPC bid and your identify your site to users.
keywords’ quality score.
Impression
Campaign The number of times an ad is
A component of your account displayed on Google or on sites in
that allows you to focus your the Google content network.
advertising on specific products
or services. The ads in a given Keyword
campaign share the same daily A specific word, or combination of
budget, language and location words, used to target your ads to
targeting. Each campaign can potential customers. When a user
contain multiple ad groups. searches on your keyword, your ad
will enter the auction.
Clickthrough rate (CTR)
A measure of how relevant users Quality score
find your ads and keywords to their Quality score is a measure of
search query. CTR helps measure how relevant your ad, keyword,
the performance of your ads and or webpage is. Quality scores help
keywords. ensure that only the most relevant
ads appear to users.
Cost-per-click (CPC) bid
The amount you pay each time
a user clicks on your ad. You can
set the maximum CPC bid (the
maximum amount you are willing
to pay when a potential customer
clicks on your ad) at the ad group
or keyword level.
36. How AdWords work
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All other company and product names may be trademarks of the respective companies with which they are associated.