Chapter 1:Introduction to Ad Words
Chapter 2: Getting Started with Ad Words
Chapter 3: Targeting
Chapter 4: Costs and Billing
Chapter 5: Tracking Ad Performance
Chapter 6: Optimizing Ad Performance
Chapter 7: Account Performance Tools
Chapter 8: Google Analytic
Chapter 9: Managing Client Accounts
Chapter 1
Introduction to Ad Words
Ad Words Basics
Google and Google Ad Words
Google is a search engine
Google uses keyword based advertising to target your ads to users searching for your product or service.
The text ad headline is limited to 25 characters (including spaces)
Basic AdWords Features
The CTR helps determine whether your ad is effective
If you elect to show your ads on the Google content network, your ads will be eligible to show on
websites that contain content related to your ad.
Google ads can be targeted to any language or location available worldwide.
Benefits of Ad Words
There is no minimum spending limit with Google AdWords
AdWords allows an unlimited amount of changes to an account per month
Google Ads appear primarily on the right hand side of the screen or above the search results and are
titled “sponsored links”
Your ads will appear when a user’s search query includes a keyword that is part of your ad campaign
You control the budget for your advertising campaign. You can set a daily budget and Google will stop
showing your ad when you reach the daily limit.
Ad Words Policies
Link Policy
A Destination URL must
Link to a working website
NOT link to website under construction
NOT require users to download software
Sites can not have pop-ups on the landing page
An example of an appropriate URL would be www.gmail.com
Editorial Policy
Punctuation Policy allows only one exclamation point in ad text
Google allows certain common misspellings or variations of words in ad text (for example: E-Z or foto).
If you can find the word in an online dictionary, it is probably ok
Prices stated in ad text must be supported within 1-2 clicks of the landing page.
Free offers in ad text also must be supported within 1-2 clicks of the landing page
Superlatives are only allowed in ad text if the claim can be backed by a legitimate third party.
Image Ads Policy
Text in image ads must adhere to editorial policy guidelines
A display URL is NOT necessary to include in an uploaded image
Image ads are NOT allowed to be rotated or inverted
Image ads must be rated family-safe only
Images must be clear and readable
No mock animated features may be included in an image ad
Trademarks
Google trademarks are not allowed in ad text. Google, Fro ogle, Gmail, Orkut, keyhole, and Page Rank
are all trademarks owned by Google.
Advertisers are responsible for their use of other companies’ trademarks in their ad text and as
keywords.
Google encourages trademark owners to resolve trademark disputes with advertisers directly, but will
begin a limited trademark investigation after all mandatory information included in a claim is received
Copyrights
Google’s policy on copyright claims applies to ads, search results, and Google group postings.
You can send a Google copyright claim form by ground mail or by fax
Google Invalid Clicks Policy
Repeated manual clicking, use of click robots, or automated clicking agents or tools are prohibited
Invalid clicks are used to inflate publishers’ earnings through Ad Sense or drive up an Ad Words
advertiser’s costs.
Google closely monitors campaigns for invalid clicks and automatically filters them out of any reports
before you are charged
If Google discovers you were accidentally charged for invalid clicks, you’ll receive a credit for those
clicks
Identifying Invalid Clicks
If your web log shows identical IP addresses, it does not necessarily mean you have invalid clicks.
Possible reasons for increase in clicks:
Users may be comparison shopping
AOL, Earthlink, and Comcast assign identical IP addresses to multiple users in the same
geographic region
Your ad may be too general
Competition may have decreased
Your ad may have been approved for the search or content network
Seasonal products may be more desirable at certain times of the year
Increase in CPC bid will show your ad higher on the page and increase clicks
You should suspect invalid clicks if:
Review your account for suspicious activity
2 or 3 times normal amount of clicks on a single day
Number of impressions is equal to number of clicks
Compare your clicks over time
If one week is unusually different from another and can’t be explained
Compare web log to Google reports
Web logs should not have higher number of clicks than Google reports show
If you suspect invalid clicks contact click quality control with the following info:
Campaign, ad groups, and keywords associated with suspicious clicks
The dates and times of the suspicious clicks
A paragraph explaining why you believe the click activity is invalid according to trends in logs or
reports
Data in weblogs or reports that indicates invalid clicks
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