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PERRY MARSHALL & BRYAN TODD’S GOOGLE ADWORDS™ CHEAT SHEET

                   Your Basic Setup                                 Google’s Ad Copy Ground Rules                                       Making it Work

     1. Choose Your Language                                       Concise                                               Pay Google’s minimum 1st page bid or your
     2. Choose Your Location                                       Relevant, accurate text                                  ads will end up on pages 2/3/4+
                Global/Nationwide                                  Targets specific keywords                             Improve your Quality Score (QS) with a more
                Regions & Cities                                   Accurate display URL                                     relevant ad, landing page & website
                Customized                                         Working destination URL                               Your position = Your Bid Price x Your QS
     3. Write Your Ad Copy                                         Proper grammar                                        Write ads that closely match the keywords
                First Line: 25 chars.                              Capitalize only the first letter of any word             you’re bidding on
                2nd, 3rd & Display URL: 35 chars.                  Affiliates: Only one advertiser per website           Use negative keywords to filter out searches
                Destination URL: <1024 chars.                      Trademark compliant                                      you don’t want
     4. Enter Your Keywords                                        Support competitive claims on landing page            Do “Peel & Stick”: Pull out underperforming
     5. Set Your Max CPC                                           No repeated symbols/punctuation                          keywords & put them in a new ad group
     6. Set Your Daily Budget                                      No double-serving from multiple accounts                 with a better-targeted ad
     7. Review Everything                                          No superlatives                                       Choose where your ads show:
     8. Complete Sign Up                                           No inappropriate language                               Google Only
                Enter Your E-mail & Password                       No direct calls to action                               Search Partner Sites:
                Confirm by E-mail                                  No pop-up windows on landing page                           AOL – EarthLink – Ask.com
                Enter Your Billing Info                                                                                     Content-Targeted Sites = AdSense:
                                                                                                                                New York Times – Business.com
     Your ads will start running right away.                                                                              Set up conversion tracking to track sales &
                                                                  What Do All These Terms Mean?                              opt-ins back to individual keywords/ads

Ad Group: Has one or more ads, and targets one set of keywords                     Max CPC: You set the maximum cost-per-click you’re willing to pay
Average Position: The average position on a page that your ad will normally        Average CPC: The overall average amount you pay each time a person clicks on
     get seen at                                                                       your ad
Broad Match: A keyword or phrase in your list without any quotes or               Daily budget: You set the maximum dollar amount you’re willing to pay for any one
     brackets. Triggers your ad when people’s searches include that keyword            day
 Phrase Match: A keyword or phrase in your list with quotes " ". Triggers         Destination URL: The actual URL people will go to / go through when they click on
     your ad when people’s searches include that phrase in that order                  your ad. Can be a tracking link
 Exact match: A keyword or phrase in your list with brackets [ ]. Triggers your    Display URL: The URL people will see in your ad – has to be the same domain as
     ad only when people type in that exact word or phrase by itself                   your landing page
Campaign: Has one or more ad groups, and lets you set budget, language,           Disapproved: Your ad content doesn’t meet Google’s Editorial Guidelines
     country, dates & syndication for all of them                                 Keyword: A search term (word or phrase) people use to find your product or service.
Click-through rate (CTR): The number of clicks your ad or keyword gets,           Keyword Status
     divided by the number of impressions                                              Active: Your ads are showing normally
Conversion: When a Google user buys something or requests more                         Ads show rarely: Your quality score is low & you’re being seen little.
     information on your site. Google lets you track this                              Bid is below first page: You must bid Google’s minimum required bid or higher
 Conversion Rate: Your number of conversions, divided by the number of                 for this keyword to get it to consistently show on the first page
     clicks                                                                       Impressions: The number of times your ad gets shown on Google or its network
 Cost Per Conversion: For any campaign, ad group or keyword, the amount                partners
     you spend on Google clicks, divided by your number of conversions            Negative Keyword: Put a minus (-) sign in front of a keyword in your list, and your ad
Cost-Per-Action: The amount you pay to get a conversion, opt-in or sale                won’t show when people include that term in their search
Cost-Per-Click: The amount you pay each time a person clicks on your ad.          Quality Score (QS): Google’s 1-10 assessment of how relevant your ad, landing page
     May vary over time                                                                & website are to each keyword. A higher QS gets you a lower minimum bid.


        Add or change           Your performance          Edit CPC’s & destination URLs              Click to edit your
        your keywords           graphed over time             for individual keywords                maximum CPC



                                                                                                                     Display your
                                                                                                                    Quality Score &
                                                                                                                    other statistics


                                                                                                                      Your keywords’
                                                                                                                   performance numbers

                                                                                                                          See your performance
                                                                                                                            on other networks




     Your keyword list             Click to edit
     for this ad group              individual
                                  maximum CPCs


                           Your ad as it appears
                           on Google searches                                                               Your ad’s                        Your ad’s
                                                                 Write another ad to                clickthrough rate (CTR)              conversion numbers
                                                                test against this one




                 Copyright ©2009, Perry S. Marshall & Associates. To get $600 of AdWords resources for $39.95, visit http://www.PerryMarshall.com/club.

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Google Adwords Cheat Sheet

  • 1. PERRY MARSHALL & BRYAN TODD’S GOOGLE ADWORDS™ CHEAT SHEET Your Basic Setup Google’s Ad Copy Ground Rules Making it Work 1. Choose Your Language  Concise Pay Google’s minimum 1st page bid or your 2. Choose Your Location  Relevant, accurate text ads will end up on pages 2/3/4+ Global/Nationwide  Targets specific keywords Improve your Quality Score (QS) with a more Regions & Cities  Accurate display URL relevant ad, landing page & website Customized  Working destination URL Your position = Your Bid Price x Your QS 3. Write Your Ad Copy  Proper grammar Write ads that closely match the keywords First Line: 25 chars.  Capitalize only the first letter of any word you’re bidding on 2nd, 3rd & Display URL: 35 chars.  Affiliates: Only one advertiser per website Use negative keywords to filter out searches Destination URL: <1024 chars.  Trademark compliant you don’t want 4. Enter Your Keywords  Support competitive claims on landing page Do “Peel & Stick”: Pull out underperforming 5. Set Your Max CPC  No repeated symbols/punctuation keywords & put them in a new ad group 6. Set Your Daily Budget  No double-serving from multiple accounts with a better-targeted ad 7. Review Everything  No superlatives Choose where your ads show: 8. Complete Sign Up  No inappropriate language Google Only Enter Your E-mail & Password  No direct calls to action Search Partner Sites: Confirm by E-mail  No pop-up windows on landing page AOL – EarthLink – Ask.com Enter Your Billing Info Content-Targeted Sites = AdSense: New York Times – Business.com Your ads will start running right away. Set up conversion tracking to track sales & What Do All These Terms Mean? opt-ins back to individual keywords/ads Ad Group: Has one or more ads, and targets one set of keywords Max CPC: You set the maximum cost-per-click you’re willing to pay Average Position: The average position on a page that your ad will normally Average CPC: The overall average amount you pay each time a person clicks on get seen at your ad Broad Match: A keyword or phrase in your list without any quotes or Daily budget: You set the maximum dollar amount you’re willing to pay for any one brackets. Triggers your ad when people’s searches include that keyword day Phrase Match: A keyword or phrase in your list with quotes " ". Triggers Destination URL: The actual URL people will go to / go through when they click on your ad when people’s searches include that phrase in that order your ad. Can be a tracking link Exact match: A keyword or phrase in your list with brackets [ ]. Triggers your Display URL: The URL people will see in your ad – has to be the same domain as ad only when people type in that exact word or phrase by itself your landing page Campaign: Has one or more ad groups, and lets you set budget, language, Disapproved: Your ad content doesn’t meet Google’s Editorial Guidelines country, dates & syndication for all of them Keyword: A search term (word or phrase) people use to find your product or service. Click-through rate (CTR): The number of clicks your ad or keyword gets, Keyword Status divided by the number of impressions Active: Your ads are showing normally Conversion: When a Google user buys something or requests more Ads show rarely: Your quality score is low & you’re being seen little. information on your site. Google lets you track this Bid is below first page: You must bid Google’s minimum required bid or higher Conversion Rate: Your number of conversions, divided by the number of for this keyword to get it to consistently show on the first page clicks Impressions: The number of times your ad gets shown on Google or its network Cost Per Conversion: For any campaign, ad group or keyword, the amount partners you spend on Google clicks, divided by your number of conversions Negative Keyword: Put a minus (-) sign in front of a keyword in your list, and your ad Cost-Per-Action: The amount you pay to get a conversion, opt-in or sale won’t show when people include that term in their search Cost-Per-Click: The amount you pay each time a person clicks on your ad. Quality Score (QS): Google’s 1-10 assessment of how relevant your ad, landing page May vary over time & website are to each keyword. A higher QS gets you a lower minimum bid. Add or change Your performance Edit CPC’s & destination URLs Click to edit your your keywords graphed over time for individual keywords maximum CPC Display your Quality Score & other statistics Your keywords’ performance numbers See your performance on other networks Your keyword list Click to edit for this ad group individual maximum CPCs Your ad as it appears on Google searches Your ad’s Your ad’s Write another ad to clickthrough rate (CTR) conversion numbers test against this one Copyright ©2009, Perry S. Marshall & Associates. To get $600 of AdWords resources for $39.95, visit http://www.PerryMarshall.com/club.