Monthly Archives: January 2017

Google AdWords Certification

AdWords is an online advertising tool that helps businesses connect with their customers. You create your online ad, tell AdWords who you want to reach, and AdWords brings your ads to them. AdWords shows you how many people see your ads, what % of them click to visit your website, and even how many click to call you. With these tracking tools, you can even see the actual sales your website is generating as a direct result of your ads.

Try tweaking your ads, try new keywords, or pause your campaign and re-start it whenever you’d like. The Google Network = Search and Display. They are the places where your AdWords ads can appear: Google sites, partner sites, and other placements like mobile phone apps.

  1. Text ads – The most common kind of Search ad includes a descriptive headline, website URL, and descriptive text like a call-to-action. Show: Search Network, Google Display Network
  2. Ads with extensions – Ad extensions provide additional information to your text ad such as your business’s address or phone number; Show: Search Network, Google Display Network
  3. Shopping ads – In addition to an image, shopping ads contain product and pricing information, so users get a strong sense of the product you’re selling before they click your ad. They’re ideal if you’re managing a large inventory of products. Where they can show: Search Network
  4. Image ads – Image ads capture people’s attention as they browse websites in the Google Display Network. Where they can show: Search Network*, Display Network, (*Image ads show on search partner networks, but not the Google Search Network).
  5. Video ads – Video ads are just what they sound like – a standalone video ad or a video ad that runs inside another streaming video. Search Network*, Display Network; *Video ads show on search partner networks, but not the Google Search Network.
  6. App promotion ads – App promotion ads send your customers to an app store to download your app, or include a deep link directly into your app. Where they can show:Search Network, Display Network
  7. Call-only ads – Call-only ads allow your customers to call your business directly by clicking on your ad. They’re useful for driving phone calls to your business from devices that can make calls. Search Network
  8. Rich media ads – Rich media ads are engaging ad formats that often include animation or other types of motion. Can show: Display Network



Text Ads:

  1. Headline – People are most likely to notice your headline text. Include one of your keywords in the headline to make the ad even more relevant to the customer’s search.
  2. Display URL – shows your website address. It gives people an idea of where they’ll go when they click your ad.
  3. Description – Use the description to highlight details about your product or service. On mobile, AdWords optimizes your ad to show the highest performing text.



Ad extensions


Ad extensions show additional information about your business by “extending” your text ads and increasing their relevance. They boost an ad’s visibility, which can lead to better clickthrough rates. sitelinks, call, and location extensions to enhance its ads. The more information they include in the ad, the more reason they give a consumer to click.


Sitelinks: Give customers quick access to multiple pages of your website.

Call extensions: Let people click a button to call you.

Seller ratings: Showcase customers’ reviews and ratings of their experience with your business.

App extensions: Display a link below your ad text that sends people to the app store or starts downloading your app.


Create a campaign specifically for mobile app installs where users can download your app right from the ad.

Campaign types and subtypes


With AdWords, you can choose different campaign types to help you achieve your business goals. Once you have decided on a type, you can choose a more specific subtype. Check out the benefits of each below:



  • Campaign type — determines factors such as where your ads can show to customers on Google’s advertising networks.
  • Campaign subtype — determines which options are available, such as the types of ads you can design.



  1. Search Network: your ads can appear throughout the Google Search Network’s sites. AdWords uses keywords to display your ads when people search for related terms. This campaign type is useful for advertisers who want to connect with customers at the very moment they’re searching for related products or services.
  2. Display Network only campaign: ads can appear throughout the Google Display Network. This campaign type works by matching your ads to related websites and other placements, like YouTube and mobile apps. This campaign type is useful for advertisers who want to generate awareness of their business and target audiences with specific interests.
  3. Search Network with Display Select: show your ads on the search results page of the Google Search Network and relevant placements on the Display Network. With this option, your budget is shared across both networks. This type allows you to reach people in more places who are seeking services like yours, Google Search or on a relevant website.
  4. Video campaign: video ads on YouTube and on sites across the Google Display Network. Lets you reach people near your restaurant visiting food-related websites, such as blogs about specific cuisines or websites that provide restaurant reviews.
  5. With a Shopping campaign type, you might see your ads across the web in Google Shopping (next to search results and separate from text ads). They could also show up on Google Search partner websites, like YouTube. This campaign type is useful for retailers who want to promote their online and local inventory, boost traffic to their website or local store, and find better qualified leads.
  6. Universal App campaign type, you can easily promote your app across Search, Display, and YouTube. Your ads and bids are automatically adjusted to get the most downloads for your app. All you need to do is provide some text, a starting bid and budget, and include the languages and geographic locations for your ads. Our system will then test different combinations and show the best-performing ads more often.



  1. Standard subtype campaigns: use basic location and language targeting, bidding and budget settings, and common ad extensions. Standard is recommended.
  2. All features campaign subtype: ad scheduling, location, and ad delivery methods. For example, you could schedule your ads to show only when your store is open. All features is recommended for more experienced advertisers.


Use Display ads for promoting new blogs

About AdWords campaign types


Adwords components


  • Account – associated with a unique email address, password, and billing information.


  1. Campaign – has its own budget and settings that determine where your ads appear.
  2. Ad group – a set of similar ads as well as keywords, (the words and phrases that trigger your ads to show up).


Targeting Your Ads to Appear on the Search Network

  1. Keywords: are words or phrases that are relevant to your product or service.
  2. Location and language: Location targeting can help focus your advertising on the areas where you’ll find the right prospective customers, and restrict it in areas where you won’t. Restrict your ads to a country, individual region, a specific city, or a radius around a location. Language targeting shows your ads to customers who speak a particular language, based on  Google interface language settings.
  3. Device Targeting on the search network: Show your ads to the right people across all devices, based on their specific location, time of day, and device type.
  4. Audience targeting on the search network: Show your ads to people who have previously visited your site by using remarketing lists for search ads (RLSA). You can also target based on household income.


Targeting Your Ads to appear on the Display Network

  1. Audience targeting is based on ‘Who’ your audience is and therefore allows you to reach specific groups of people.
    1. Audiences: Depending on your advertising goals, you can choose the audience that best matches your prospective customers. To drive brand awareness, use affinity audiences to reach TV-like audiences on a broad scale.
    2. Interest categories: Show ads to people with specific interests, regardless of whether or not your ad correlates with the particular topic of the page they’re currently on, or the app they’re using.
    3. Remarketing: Reach people who’ve previously visited your website while they visit other sites on the Display Network.
    4. Demographics: Reach people based on age, gender, and parental-status demographic groups that you choose.
  2. Contextual targeting is based on ‘Where’ your audience is and will match your ads to sites or pages (also known as automatic placements) based on the keywords or topics you’ve chosen. Here’s how:
    1. Keywords: Choose words or phrases related to your product or service so Google can automatically target your ads to websites that your customers visit on the Display Network. When your keyword matches a webpage’s concepts or central theme, your ad is eligible to appear on that webpage.
    2. Topics: Similar to keywords, place your ads on website pages about the topics that you choose. Instead of developing a list of keywords, you choose categories of information.
    3. Managed placements: Choose where you’d like your ads to appear based on websites your customers visit on the Display Network. Google will only look at chosen sites (managed placements) when searching for relevant places to display your ads.
  3. Location and language targeting – Just like the Search Network, you can choose language and geographic locations such as a country, region, or city where your customers are located.
  4. Device targeting – Just like the Search Network, show your ads to the right people across all devices, based on their specific location, time of day, and device type.


Targeting your ads


Help Customers Find you by thinking like a customer, organizing by theme, knowing when to use specific vs general keywords, using negative keywords, and using the keyword planner or display planner.



You can use match types to control which variations of your keywords cause your ad to show to potential customers.

  1. Broad match
    1. Ad triggers: Keywords and close variations (synonyms, misspellings, etc.)
    2. Benefit: Shows ads most broadly with least amount of setup; Spend less time building keyword lists: You don’t have to think of every possible keyword variation — our system does the work for you. 20 percent of the searches Google receives each day are ones we haven’t seen in at least 90 days. This unpredictable search behavior can make it nearly impossible for you to create a keyword list using only exact match that covers all possible relevant searches. Spend your money on keywords that work: If your ad receives no clicks on a particular keyword variation, our system will quickly stop showing your ads for that and similar search terms. This prevents you from accruing click charges for keyword variations that aren’t working and helps you focus on the keywords that work.
    3. Do this: Do nothing – this is the default for all searches
    4. Cons: broad match keywords may contribute to a low Quality Score if your keywords appear relevant for too many search terms.
  2. Broad match modifier
    1. Ad triggers: Same as Broad match but excludes synonyms
    2. Benefit: More targeted, can increase clicks and conversions
    3. Do this: Add plus sign ( + ) before terms
  3. Phrase match
    1. Ad triggers: Exact phrase and close variations
    2. Benefit: More targeted; Clickthrough rate (CTR) with exact and phrase match because your ads include the exact terms your customers are searching on.
    3. Do this: Add quotes (“ ”) around term
  4. Exact keywords and close variations
    1. Benefit: Narrows ad’s potential audience the most
    2. Action: Add brackets ([ ]) around term
  5. Negative Keywords
    1. Benefit: Prevents ad from showing on unrelated searches or websites
    2. Action: Add minus sign ( – ) before terms that should never trigger ads
    3. Ad triggers: Searches and site visits that exclude keywords


About keyword matching options

  1. The AdWords auction: Each time an AdWords ad is eligible to appear, it enters the auction to determine whether or not it will actually show, the position in which it will appear on the page, and how much the advertiser will pay. The most you’ll pay is what’s minimally required to hold your ad position and any ad formats shown with your ad, such as sitelinks. The auction ensures advertisers get the most value by ensuring consumers see ads that are most relevant to them.\
  2. Quality Score: The 1-10 Quality Score reported for each keyword in your account is an estimate of the quality of your ads and associated landing pages. A landing page is the first page a user lands on after clicking your ad. A high Quality Score means that our systems think your ad and landing page are relevant and useful.
  3. Ad Rank: value that’s used to determine your ad position and whether your ads will show at all. Ads with the highest Ad Rank get the most desirable placements on the page.; Bid + Format Impact + Quality = Ad Rank; Raise your bid, enable ad extensions, or refine your keyword list to better match your ads. Your Ad Rank is a score that’s based on your bid, auction-time measurements of expected CTR, ad relevance, landing page experience, and the expected impact of extensions and other ad formats.

To improve your ad position, you can:

  • increase your bid
  • improve the quality of your ads
  • Improve the quality of your computer and mobile landing page experience


Understanding ad position and Ad Rank


Media Cost Models


    1. I want to raise brand awareness: CPM: Pay every time the publisher serves your ad: Cost per thousand impressions.
    2. I want to drive traffic to my site/increase sales: CPC: Pay each time someone clicks on your ad, regardless of what happens after the click.


  • I want to increase sales: CPA: Pay only if a user sees an ad on the publisher’s site and later makes a purchase or completes some other desired action on your website. Publishers take on more risk when using the CPA model, since there’s no guarantee that someone will click the ad; Pricier but higher returns. To use CPA bidding, you’ll need to either set up conversion tracking, cross-account conversion tracking, or be importing data from Google Analytics. You’ll also need to turn on Conversion Optimizer. Conversion Optimizer uses historical information about your campaign, and automatically finds the optimal equivalent CPC bid for your ad each time it’s eligible to appear.


  1. I want to raise brand awareness but only pay for impressions measured as viewable: vCPM: Pay every time your ad is displayed on screen. The “v” means the ad is viewable, which is defined as 50% of the ad being shown on the screen for over one second.
  2. I want to increase video views: CPV: Pay for people watching or interacting with your video ad, like clicking on a call-to-action overlay or companion banner ad.This is the default option for video ads.


Bidding Strategy

Manual bidding lets you manually set bids at the ad group level, for individual keywords, or for ad placements, so you know you’re bidding for the clicks that mean the most to you. WIth automated bidding you can set a daily budget and then have AdWords automatically adjust your bids to get the most clicks or conversions possible within your budget. Three tools to use for CPC bids:

  1. Bid simulator runs “what-if” scenarios
  2. Keyword Planner shows you how often some keywords get searched, and gives you cost estimates at a glance.
  3. First-page bid estimates helps you see how much you may need to bid to put your ad on the first page of Google search results.


Once you’ve identified which keywords, locations, times, and devices are getting good results, you can adjust your bids accordingly. For instance, if a keyword has a low average CPC but each click converts well, you may try increasing its max CPC bid. This could improve the ad’s average position for that keyword, giving your ads more exposure and potentially increasing your ROI. If you want to drive visits to your website, focus on clicks and use CPC bidding. Determine a competitive bid for each keyword by using a tool like the Keyword Planner.


Determine a bid strategy based on your goals.


With manual bidding, you’re in control of how much you spend for things like clicks, impressions, and video views. You set maximum bids, and AdWords will stay within those limits. When you set bids manually, you can pick from multiple bid strategies to help you reach your goal. For example, if you want to drive sales, you can use a bid strategy that focuses on increasing clicks and conversions, but if you want to increase views of your video ad, you can use a strategy that focuses on increasing video views. Use manual bidding when running AdWords with a small advertising budget, you want more budget control, and are reworking an underperforming campaign.



  1. Ad reach: Manual cost-per-click (CPC) Bid to increase clicks with manual CPC, enter the max you’re willing to pay for a click on your ad. (You may pay less, the auction decides).
  2. Ad engagement: Cost-per-view (CPV) Bid to increase video views with CPV, set the max you’re willing to pay for video views and other video interactions.
  3. Ad clicks and conversions: Viewable-cost-per-impression (vCPM): Bid to increase impressions, the opportunity for your ad to be seen by potential customers. (For an impression to be “viewable,” at least 50 percent of your ad must show for at least one second for display ads and at least two seconds for video ads).
  4. Ad views: Cost-per-engagement (CPE) Bid to increase light box expansions or interactions with pre-expanded ads, set the max bid amount you’ll pay for this customer engagement.


Use conversion tracking or Google Analytics. Manual bidding requires monitoring, and these tools will give you the data you can use to make informed bids. Decide bid amounts with the CPC column in your AdWords account to determine your starting bids. (If you don’t have any data in your account yet, use the Keyword Planner).


Determine a bid strategy based on your goals


Automated Bidding

Automated bidding can improve your performance in ad auctions by automatically adjusting your bids to account for auction-time changes in device, browser, location, and more. Your keyword list determines which searches and site visits can trigger your ad if you win the bid. But the “right” bid for an impression can be a moving target influenced by things like match type, device, and location. With automated bidding, AdWords can automatically increase bids for impressions that it predicts (from auction-time data) could be more successful. Automated bidding works well to drive additional awareness, clicks, and even offers conversion-based strategies that help you drive more acquisitions. Use it in these scenarios:

  • Conversion tracking or Google Analytics is enabled
  • Advertiser is AdWords certified
  • Campaign has sufficient click and conversion data for algorithm to operate
  • Managing campaigns at scale
  • Have had 50-100 conversions over 30 days in a single campaign
  • Optimizing an existing campaign



  1. Ad conversions – Maximize clicks automatically sets your bids to help get as many clicks as possible within your budget. It can increase site visits and increase clicks on low-traffic terms.
  2. Ad visibility – Target search page location automatically sets your bids to help increase the chances that your ads appear at the top of the page or on the first page of search results. Target outranking share automatically sets your bid to outrank other domains in search results pages.
  3. Ad clicks – Target cost-per-acquisition (CPA) automatically sets bids to help get as many conversions as possible at the target CPA you set. (Some conversions may cost more or less than your target). Enhanced cost-per-click (ECPC) automatically adjusts your manual bids to try to maximize conversions. This strategy helps increase conversions while letting you stay in control of your keyword bids.
  4. Ad revenue – Target return on ad spend (ROAS) bids more where AdWords estimates ads are more likely to lead to a sale, aiming to get as much ROAS as possible.


Make sure to consolidate your ad groups, create early conversions, and avoid frequent changes to bidding options.


About automated bidding


Bid adjustments available

  1. Mobile – Show your ad more or less frequently for searches that occur on mobile devices. For example, if you’re promoting an app, you could raise bids for mobile users to focus on driving app installs.
  2. Location – Show your ad more or less frequently to customers in certain countries, cities, or other geographic areas. For example, if you own a restaurant, you could raise bids to show your ads more frequently to people nearby.
  3. Time of day – Increase or decrease your bids on certain days or during certain hours. For example, if you’re a meal delivery service, you could raise your bids from 5-7pm to increase your chances of showing ads to hungry commuters on their way home.
  4. Top content – Use bid adjustments for popular content to increase your ad’s chance of showing on top content on YouTube and the Display Network. When your ad is eligible to appear on this content, AdWords will use your bid adjustment to raise your bid. For example, you could raise your bids for the hottest new cat video on YouTube. *Top content adjustments are recommended for advanced users.
  5. Targeting methods – Use bid adjustments for topics, placements, and other targeting methods in campaign types that show ads on the Display Network. For example, if you sell luggage, you could increase your bids on travel sites in the Display Network so you’re more likely to show on travel blogs and review sites. *Targeting method adjustments are recommended for advanced users.
  6. Remarketing lists for search ads – Use bid adjustments for remarketing lists in your ad groups if you’d like to show ads more or less frequently to people on these lists. For example, you could increase your bid for those who previously viewed your website in the last 30 days. *Remarketing list adjustments are recommended for advanced users.



Setting your budget

  1. Calculate based on your monthly budget – per day by dividing your monthly budget by 30.4 – the average number of days per month. For example, let’s say you normally spend $1,450 per month on advertising / 30.4 days = daily budget of $48. Note: Due to changes in traffic, AdWords allows up to 20% more clicks in a day than the budget specifies. However, in any given month, AdWords never charges more than the average daily budget amount multiplied by 30.4.
  2. Calculate based on your average cost-per-click. You can choose a daily budget for each campaign based on your advertising goals. For example, let’s say your cost-per-click is $0.10 on average, and you’d like around 500 clicks per day. You might budget $50 per day. Using this example, here’s how you’d figure out your daily budget: $0.10 x 500 = $50 per day (cost-per-click x clicks per day = Daily budget).
  3. Find your campaign’s recommended budget – AdWords shows recommended budgets for campaigns that repeatedly meet their daily budget but have the potential to earn more clicks and impressions. You can use these recommendations to estimate how a new budget may improve the visibility of your campaign’s ads. The recommendations are based on the following factors:* Recent campaign performance, * Current campaign budget, * Keyword list, * Campaign targeting settings
  4. Check your ad delivery method – When your average daily budget is reached, your ads will typically stop showing for that day; determines how quickly your ads are shown and how long your budget lasts during a given day, when setting your daily budget. “Standard” delivery method – spreads your budget throughout the day. The “Accelerated” uses your budget more quickly. Accelerated delivery is ideal for advertisers who want to show results more quickly.

Note: AdWords won’t display a recommended daily budget if you rarely meet your daily budget, or if your campaign has limited data. If you don’t see a recommended budget.


  1. Build awareness – requires a larger budget due to the longer path to conversion and the scale at which you try to reach people.
  2. Influence consideration –  mid funnel and can be accomplished with a small, medium, and large ad budget. With a medium length path to conversion, a medium to large budget is preferred so you can reach a wider group of people and begin moving them to action.
  3. Driving action – At the bottom of the marketing funnel where you typically have a small group of your target audience. You can meet all of your action goals with a small, medium, or large daily budget.

Set a budget for your campaign

  1. Search terms report – lists the searches and terms that triggered your ad and drove traffic to your website. Add terms from this list to your keyword list.
  2. Where your users were (user locations) report – shows only your customers’ physical locations (regardless of any locations they may have shown interest in). If customers in a certain region are gravitating to you, update your campaign to directly target them.
  3. What triggered your ad (geographic) report – shows your customers’ physical locations and locations they had shown interest in through searches or content they had viewed. If customers interested in certain locations are finding you, update your campaign to directly offer something they’re looking for.
  4. Landing page experience report – estimates the quality of your landing page — which is part of your AdWords quality score and strengthens or weakens your ad position. If you have a weak landing page, a link is provided with tips to make it better.
  5. Paid and organic report – shows how people got to you through Google’s free organic search results vs. your paid AdWords ads. Learn the ways customers are looking for products and services like yours and update your own keyword list to directly target them.
  6. Overall AdWords performance: Sign in to your AdWords account, Click the Campaigns tab, Click the Dimensions tab, and Click the View button to select the time period that you’d like to use to organize your statistics. Once your statistics table looks the way you want, just click the download button to download it as a report.
  7. campaign performance data: Sign in to your AdWords account, Click the Campaigns tab, Click the name of the campaign that interests you to see how its ad groups are performing. To view specific campaigns for your report, click the Filter button to set up a campaign filter. Once your statistics table looks the way you want, just click the download button to download it as a report.
  8. Ad group performance data: Sign in to your AdWords account, Click the Campaigns tab, and Pick the ad groups that interest you. To include all the ad groups from a specific campaign, click the campaign name in the table. You’ll be taken to the “Ad groups” tab for that campaign. To include all the ad groups in your account, click the Ad groups tab while viewing “All campaigns.” To include specific ad groups from different campaigns, first click the Ad groups tab while viewing “All campaigns.” Then click the Filter button to set up an ad group filter. Ad group details reports provide a way to see which features and settings are enabled in each of your ad groups. View ad group details reports: Sign in to your AdWords account, Click the Campaigns tab, and Click the Dimensions subtab. Campaign details reports provide a way to see which features and settings are enabled in each of your campaigns. Here’s how to view campaign details reports: AdWords account, click Campaigns tab, and Click the Dimensions subtab, finally From the “View” drop-down, choose Campaign details.



    1. Clicks = how many clicks your ad has received.
    2. Impressions = how often your ad was shown on a search result page or site on the Google Network.


  • Website Visits = Clickthrough rate (CTR) = the percentage of people who could see your ad and clicked on it.


  1. Conversions = how many people clicked from your ad to your site and did something you valued, such as a purchase, sign-up, phone call, or download.
  2. Cost per conversion = how much each ad conversion cost you (cost per acquisition or CPA).
  3. Conversion rate = how many conversions on your site resulted from an ad click. Example: 50 conversions from 1000 clicks, 50 ÷ 1000 = 5% conversion rate.


ROI is calculated with this formula: (Revenue-Cost)/Cost. If your ad resulted in $1200 of sales for a product that cost $600 to make, and your advertising cost was $200, then your ROI is [$1200 – ($600 + $200)] / ($600 + $200) = 50% ROI.

Sales = Conversions; Conversion rate; Cost per acquisition

Connect your goals to data



Increase mobile bids for ad groups with strong mobile conversion rates. You can create a draft of your campaign and set different mobile bid adjustments for those ad groups — without impacting your campaign.


About drafts and experiments


Antoine calculated Fiona’s return on investment for a month’s period by subtracting her overall costs from the number of conversions (or revenue driven by her campaign) and dividing that number by her overall costs: (US$9500 – US$8000) / US$8000 = .18 or a 18% return on investment.

To improve Fiona’s ROI, Antoine takes a closer look at which keywords are resulting in the highest cost-per-conversion and lowers the bids for those that aren’t meeting her goals. Then, Antoine uses data from the Search terms report to identify keywords that are highly relevant to Fiona’s products and adds them to the campaign. Antoine also makes some changes to Fiona’s ads, including a clear call-to-action to drive purchases and changing the landing page so it’s more relevant to people who are ready to make a purchase.


Advanced Search Advertising

  • oogle Shopping (in select countries)
  • Google Search, next to search results and separate from text ads
  • Google Search Partner websites, including YouTube and Image Search in some countries (if your campaign is set to include search partners)

Your Shopping ads can appear at the same time as text ads, because we want to give shoppers access to the full variety of products that match their search. This means that shoppers can find the best match before clicking through to make a purchase, which might help you close the sale.


If you sell ballet slippers and have a text ad for ballet equipment and a Shopping ad for ballet shoes, a customer could see both of your ads on the same Google Search results page.

Availability by country

  1. Shopping ads can appear on Google Shopping, Google Search, and some Google Search Partners in these countries: Australia, Austria, Belgium, Brazil, Canada, the Czech Republic, Denmark, France, Germany, Italy, Japan, Mexico, Norway, Poland, the Netherlands, Russia, Spain, Sweden, Switzerland, Turkey, the UK, and the US. Shopping ads only appear on Google Search and some Google Search Partners in India. Shopping ads are in beta for Argentina, Chile, Colombia, Ireland, Malaysia, New Zealand, Philippines, Portugal, Singapore, South Africa, and United Arab Emirates.
  2. Dynamic Search Ads: Instead of keywords, Dynamic Search Ads use content from your website to target your ads to searches. To do so, we use Google’s organic search index of your website to determine which searches might be relevant to your products and services. Dynamic Search Ads can have longer headlines than other search ads, which improves their visibility. Choose which landing pages to scan. You can choose whether your entire website or just specific pages are used to target your ads. The default way to set up Dynamic Search Ads is to use category targets generated from your website. These customized categories, based on the content and structure of your site, will help you reach groups of people who are most relevant for your business goals. Dynamic Search Ads Here are some of the benefits of using Dynamic Search Ads: Save time. No more mapping keywords, bids, and ad text to each product on your website; Frequent, automatic updates to your ads. When you make changes to pages in our index, we’ll crawl your website again to help ensure that your ads are as up to date as possible; Show relevant, dynamically generated headlines with your ads. When a customer’s search is relevant to your product or service, we’ll dynamically generate an ad with a headline that includes words from that customer’s search phrase and the landing page in the ad.
  • Control your campaign. You can show ads based on your entire website, or specific categories or pages. Or, prevent your ads from showing for products that are temporarily out-of-stock; Capture additional traffic. Dynamic Search Ads can help you gain additional traffic and sales by promoting your business to more customers than you can reach with a keyword-targeted campaign.


Campaign types and ad formats

The ad formats available to you depend on your campaign type (Search Network only, Display Network only, Search Network with Display Select) and campaign sub-type (for example, Standard or All features). Learn more about the different campaign types available.

Mobile ads and campaigns

Some campaigns types only show ads on mobile, such as app promotion campaigns and call-only campaigns. To see how these ads appear to customers on the go, learn more about the different types of mobile ads

Here you can see which ad formats are available with each campaign type.

Campaign type Text ad Image ad App promotion ad Shopping ad Dynamic Search Ad Video ad Call-only ad
Search Network with Display Select – Standard
Search Network with Display Select – All features
Search Network only – Call-only
Search Network only – Mobile app installs
Search Network only – Standard
Search Network only – All features
Search Network only – Dynamic search ads
Display Network only – All features
Display Network only – Marketing objectives > Install your mobile app
Display Network only – Marketing objectives > Buy on your website

Keep in mind

If you select “Search Network with Display Select – All features” or any of the “Display Network only” campaign types, you’ll have access to the Ad gallery, an ad-creation tool. However, the actual ad formats available to you in the Ad gallery depend on the specific campaign type you select. Learn more about the Ad gallery.


Mobile Ads

Where mobile ads can appear

On mobile phones or tablets

Within apps on mobile phones or tablets

  • Text ads
  • Image ads
  • App promotion ads
  • Image app promotion ads
  • Video app promotion ads
  • TrueView for app promotion ads

Call-only ads show only on devices that can make calls

Mobile image ads requirements

To create image ads, your campaign must be opted into the Display Network, either as “Display Network only” or “Search Network with Display Select”. If you’re using 3rd party ad serving to create ads, make sure to use the accepted sizes for images and follow the requirements:

  • Mobile phone: 320 x 50, 300 x 250, 336 x 280 Interstitial
  • Tablet: 300 x 250, 728 x 90, 468 x 60, 336 x 280 Interstitial

Best practices

Read the Google Best Practices guide about growing your business with mobile ads. Topics include:

  • Mobile ad creatives and extensions in AdWords
  • Measuring the value of mobile ads
  • Mobile advertising without mobile-optimized sites

Create Effective Mobile Ads: Google Best Practices

Mobile devices

Mobile devices are products people use while they’re on the go. New mobile devices are constantly being released, so we don’t have a comprehensive list of all of them. However, here are a few common types:

Mobile phones

“Mobile phones” usually refers to smartphones that have a screen smaller than 7 inches. Keep in mind that in AdWords, mobile phones are sometimes to as “mobile devices” or “mobile devices with full browsers.”


Tablets resemble both mobile phones and computer in many ways. But unlike mobile phones, tablets typically have a screen that’s 7 inches or larger. And unlike computers, tablets have touch screens. Keep in mind that in AdWords, “Mobile devices” is sometimes used to refer to mobile phones and tablets.


Wearables—like smartwatches—are devices that people can use to connect to the internet on the go but are typically smaller than mobile phones. At this time, AdWords doesn’t show ads on devices that don’t have a screen.

Types of mobile ads

Customize ads with real-time updates: Tailored messaging: Ads are hyper-specialized to each search or webpage being viewed.

  • Time-sensitive calls to action: The COUNTDOWN function can say that time’s running out to take advantage of a promotion.
  • Scalability: Customizers let a single text ad have hundreds of variations, and show the most relevant variation to each potential customer.
  • Reporting: The automatic updates that happen when an ad is triggered don’t reset the ad’s performance data.

Manual Extensions: Apps, Calls, Locations, Reviews, Sitelinks, Callouts

Automated Extensions: Consumer Ratings, Previous Visits, Seller Ratings, Dynamic sitelink extensions, Dynamic structured snippets,


Customizers fill in your ad text using ad customizer data that you upload, the COUNTDOWN function, or both.

  • Ad customizer data: This is a data set you upload to AdWords in a spreadsheet file. Customizers reference the name of this data set, as well as an attribute it includes. For example, the customizer {=Discounts.PercentOff} references a data set named “Discounts,” and one of its attributes, named “PercentOff.”
  • The COUNTDOWN function: Customizers with a COUNTDOWN function include arguments, or directions, for that function within parentheses (like this). The customizer {=COUNTDOWN(Discounts.CountdownDate,’fr’)}, for example, includes a COUNTDOWN function with 2 arguments.
    • The first argument (Discounts.CountdownDate) tells the customizer what date and time to count down to, which is specified in a file named “Discounts.”
    • The second argument (“fr“) tells the customizer to display that time in a particular language (French).

Customizer data can include anything you like

Customizers work like the keyword insertion feature, which uses the {keyword:default text} parameter to put the keyword used for targeting into your ad text. Ad customizers can insert any type of text at all.

  • Are you running a sale? Customizers can display certain discounts with certain products, for sales that change periodically, or that are limited to a specific time period.
  • Are you managing a large inventory? Customizers can use brand-related keywords to display specific details about the product someone’s looking for.
  • Do you sell your products in multiple cities and regions? Customizers can use someone’s physical location (or the location they’re interested in) to show location-specific pricing, product availability, or calls to action.

When you use customizers well, they give people confidence that you have what they’re looking for, as well as an incentive to buy it from you.

Enhancements: A product must have at least 3 reviews in order for product ratings to be eligible to show on “Special offers” with Merchant Promotions, Product Ratings, and Trusted Stories.


How to check your landing page experience

Choose the AdWords experience you’re using. Learn more.

  1. Sign in to your Adwords account.
  2. Go to your Keywords tab.
  3. In your Keywords tab, place your cursor over the speech bubble next to the status of any keyword. You’ll see one of three rankings: above average, average, or below average.

Your Quality Score includes a measure of your landing page experience, so you can get a sense of how well you’re doing by checking your Quality Score as well.

What happens after I make improvements?

The AdWords system visits and evaluates landing pages and websites on a regular basis. If you make significant changes to improve your landing page experience, you may see higher ad quality (and higher Ad Rank) over time. You might not see an immediate impact, but you may see results within days or weeks.

decrease your landing page loading time and mobile-friendly

ite policies refer to the advertising policies that must be followed on your landing pages and website in order to advertise on AdWords.


How similar keywords match

Using Google tools to help you decide CPC bids


  • Bid Simulator runs “what-if” scenarios like, “How many more impressions would I have gotten if my bid had been $0.10 higher last week?”
  • Keyword Planner shows you how often some keywords get searched, and gives you cost estimates at a glance.
  • First-page bid estimates helps you see how much you may need to bid to put your ad on the first page of Google search results.


How is ECPC different from Target CPA?

Both ECPC and Target CPA work to get you more conversions. Target CPA needs no max. CPC, though it does require you to set a target CPA. Target CPA gives you the very best chance to improve your results, but ECPC provides a level of control and comfort that some people prefer.

Both ECPC and Target CPA

Use conversion tracking or Google Analytics data from your account. Predict a conversion rate for each auction. Adjust your bids to help you win the most promising clicks.


  • ECPC


  • Works with all your campaign settings and max CPC bids
  • Can raise your max CPC bids by up to 30 percent
  • Works with third-party bidding systems

2. Target CPA


  • Is based on a target CPA you set
  • Has full freedom to set your CPC bid for each auction
  • May not work with some API-based bid management solutions


The Include in “Conversions” setting lets you decide whether or not to include individual conversion actions in your “Conversions” reporting column. The data in this column is used by bid strategies like target CPA, target ROAS, and ECPC, so your bid strategy will only optimize based on the conversions that you’ve chosen to include. The Include cross-device conversions setting lets you include cross-device conversions in your “Conversions” column and in your conversion-based bid strategies.

Types of Bid Adjustments

  1. Device: show your ad more or less frequently for searches that occur on specific devices: computers, tablets, or mobile devices; Where you can use them: Campaigns, Ad groups. If you’ve set a device bid adjustment for a campaign and an ad group within that campaign, the ad group bid adjustment will be used to determine your bid; Range: -90% to +900%; To opt out of showing ads on a certain device, decrease your bid by 100% for that device. If you’ve decreased a campaign’s bid by 100% for a particular device, then the ad group-level adjustment for the same device won’t be used.
  2. Location: show your ad more or less frequently to customers in certain countries, cities, or other geographic areas. You can also use location extension targeting to set different bids for customers who are located around your business. You can use them in campaigns and keep them in the range of -90% to +900%.
  3. Ad Scheduling: increase or decrease your bids for campaigns that show only on certain days or during certain hours. To do this, you’ll first need to set up a custom ad schedule. You can use them in campaigns.  Range is -90% to +900%
  4. On YouTube and the Display Network, you can set bid adjustments for content that has been measured by our system to be more popular, tends to have a greater number of impressions per day, and gets a higher level of traffic and viewer engagement. When your ad is eligible to appear on this content, AdWords will use your bid adjustment to raise your bid. You can bid on content on YouTube or the Google Display Network of apps and websites. You can use them in ad groups in the range of 0% to +500%.
  5. Targeting methods (advanced): Set bid adjustments for topics, placements, and other targeting methods in campaign types that show ads on the Display Network. Learn how to add audiences (interests and remarketing lists) to an ad group. You can use them in ad groups with a range of -90% to +900%.
  6. Remarketing lists for search ads: You can set bid adjustments for remarketing lists in your ad groups if you’d like to show ads to people on these lists. For example, you could increase your bid by 25% for those who previously viewed your website in the last 30 days. If you don’t yet have a remarketing list set up, read about AdWords remarketing lists for search ads. You can use them in ad groups with the range of -90% to +900%.


Bid adjustment eligibility

Campaign type Device Location Ad scheduling Top content (Display Network, YouTube) Targeting method (Display Network) Remarketing lists for search ads (Search Network)
Search Network only: Standard Yes No No No No No
Search Network only (All features) Yes Yes Yes No No Yes
Display Network only (All features) Yes Yes Yes Yes Yes No
Display Network only (Mobile apps) Yes Yes Yes Yes Yes No
Display Network only (Remarketing, Engagement) Yes Yes Yes Yes Yes No
Search Network with Display Select: Standard Yes No No No No No
Search Network with Display Select: All features Yes Yes Yes No Yes Yes
Shopping Yes Yes Yes No No No
Video Yes Yes Yes Yes No No


Automated bidding

  • If your campaign is using an automated bid strategy other than Maximize Clicks, it’s not possible to set ad scheduling bid adjustments.
  • For Target CPA and Target ROAS bid strategies, the only device bid adjustment that can be used is a decrease of 100%.

Multiple bid adjustments

When you set more than one bid adjustment in your campaign, those adjustments are typically multiplied together to determine how much your bid will increase or decrease. However, multiple device and location bid adjustments behave differently. Keep in mind that combined bid adjustments cannot exceed a 900% bid increase. For example, a $1 bid with a device increase of 900% combined with a location increase of 900% will result in a bid of only $10.

Multiple device bid adjustments

If you set a device bid adjustment at the campaign level and an adjustment for the same device at the ad group level, the ad group device bid adjustment will be used to determine the resulting bid adjustment. However, if the campaign-level device bid adjustment is a 100% decrease, then the ad group level device bid adjustment won’t be used.

Multiple location bid adjustments

Multiple adjustments that apply to the same location won’t be combined. If you set an adjustment of +50% for France, and +100% for Paris, only the adjustment for Paris, the most specific location, will be used for traffic from users in Paris.

Multiple Display Network content bid adjustments

For Display campaigns, you can set a bid adjustments at the ad group level on a specific targeting method in the Display tab, as well as on Top content in the Settings tab. This means that when your ad is eligible to appear on a specific placement that also qualifies as top content, AdWords could use two bid adjustments. One bid adjustment could be based on a specific targeting method, such as topic, and the second could be set for top content. Learn more about Display Network bidding


Say you’re running a campaign that targets the U.S. and is scheduled to run all days of the week. And, you’ve set an ad group max CPC bid of US$1. You decide to increase your bid by 20% for California, and decrease your bid by 50% for Saturday. Your resulting bid for a search that occurs in California on a Saturday will be US$0.60. Here’s the math:

Starting bid: $1

California adjustment: $1 + ($1 x 20%) = $1.20

Saturday adjustment: $1.20 + ($1.20 x -50%) = $0.60

Resulting bid for searches in California on Saturday: $0.60

Resulting bid for searches in California on Sunday through Friday: $1.20

Resulting bid for searches in other states on Saturday: $0.50

Resulting bid for searches in other states on Sunday through Friday: $1.00

The power of AdWords Smart Bidding

Smart Bidding is a set of conversion-based bid strategies—Target CPA, Target ROAS and Enhanced CPC—that use advanced machine learning to help you tailor the right bid to each and every auction. It factors in a wide range of auction-time signals including device, location, time of day, remarketing list, language, and operating system to capture the unique context of every search.

If you don’t yet know what type of automated bid strategy is right for you, read About automated bidding first.

Before you can set up a Target CPA bid strategy, you’ll need to set up conversion tracking.

To maximize results and give machine learning algorithms enough data to make informed bidding decisions, we recommend that you have at least 30 conversions in the past 30 days. It also helps if your ad group or campaign has received conversions at a similar rate for at least a few days.

About target return on ad spend.

“Standard” delivery (default option)

Aims to evenly distribute your budget across the entire day (12 a.m. – 11:59 p.m.) to avoid exhausting your budget early on. Recommended for new advertisers, this delivery method is useful if you want to reach customers evenly throughout the day. If you have a small budget, this method can also help you avoid spending your entire budget in the morning. Since your ad delivery occurs throughout the day, you might not see your ad appear every time you look for it, particularly if your campaign is limited by budget.

“Accelerated” delivery (not recommended for most advertisers)

Accelerated delivery is optimized less. It spends your budget more quickly, usually at the start of the day (i.e., 12:00 am). Because of this, accelerated delivery isn’t recommended for most advertisers. So if your campaign is limited by budget, your campaign may exhaust its average daily budget early in the day, causing your ad to stop showing for most of the day. Though not recommended for most advertisers, you can use this method if it’s important to you that your ads start showing in the morning and more quickly thereafter, until your average daily budget is reached — even if that means they might not show throughout the entire day. If your campaign is limited by budget, your ads will stop showing once you’ve reached the average daily budget allocated for that day. If you reach your budget limit early in the morning, your ad won’t run again until the next day, so you might not see your ad appear every time you look for it, particularly at night.


You have four options for ad rotation:


  • Optimize for clicks (default): Ads expected to attract more clicks are delivered more often into the ad auction than other ads in the ad group. These higher-quality ads gain more impressions than other ads in the ad group, resulting in higher ad-served percentages. With this option, your ad group will likely receive more impressions and clicks overall, since higher-quality ads attain better positions and attract more user attention.
  • Optimize for conversions: Ads expected to provide more conversions are delivered more often into the ad auction than other ads in the ad group. Although this option may result in your ad group receiving fewer clicks than the previous option, it’s more likely to receive more conversions, which can result in an improved return on investment.
  • Rotate evenly: Delivers your ads more evenly into the ad auction. In general, rotating evenly allows ads with lower clickthrough rates and conversion rates to show more often, so this option could result in a lower average position or fewer clicks and conversions.


  1. Rotate indefinitely: Similar to the “Rotate evenly” setting, this option delivers your ads more evenly into the ad auction, but does so for an indefinite amount of time and does not optimize. This option is not recommended for most advertisers.

Setting a frequency cap on impressions for Display Network ads

Frequency capping limits the number of times your ads appear to the same unique user on the Google Display Network. It doesn’t apply to the Search Network. Only impressions that were viewable count towards frequency caps.  An ad is counted as viewable when 50% or more of the ad shows for one second or longer for display ads and two seconds or longer for video ads. If you turn on frequency capping for a campaign, you specify a limit for the number of impressions you’ll allow per day, per week, or per month for an individual user. You also choose whether the cap applies to each ad, ad group, or campaign. If you’re advertising on websites that see a lot of repeat visitors (like The New York Times), this helps you avoid showing your ad too much to the same folks.

Why use conversion tracking

See which keywords, ads, ad groups, and campaigns are best at driving valuable customer activity. Understand your return on investment (ROI) and make better informed decisions about your ad spend.  Use Smart Bidding strategies (such as target CPA, enhanced CPC, and target ROAS) that automatically optimize your campaigns according to your business goals. See how many customers may be interacting with your ads on one device or browser and converting on another. You can view cross-device, cross-browser, and other conversion data in your “All conversions” reporting column.

Conversion Tracking

Conversion tracking cookies persist for a limited time only.

  • Conversions aren’t isolated: This means that you can’t match conversion data to specific customers, you can just see overall data for ads and keywords. Conversion tracking includes the option to notify customers about cookies: During the setup process, we’ll help you create a notification box for your website that lets your customers know they’re being tracked. This is known as the Google Site Stats box, which appears on your conversion page — the page customers see after they complete a conversion. This notification appears only for customers who’ve been referred by Google to your site on the same device. When customers click on it, they see a page explaining how we use cookies and how they can disable them. Customers will also have an opportunity to provide feedback about your website.
  • Promote a clear privacy policy: If you don’t use the Google Sites Stats box, we ask that you review your website’s privacy policy to make sure it discloses your use of tracking technology.


Conversion tracking is a free tool that shows you what happens after a customer clicks on your ads — whether they purchased a product, signed up for your newsletter, called your business, or downloaded your app. When a customer completes an action that you’ve defined as valuable, these customer actions are called conversions.

Reasons to use conversion tracking: See which keywords, ads, ad groups, and campaigns are best at driving valuable customer activity. Understand your return on investment (ROI) and make better informed decisions about your ad spend. Use Smart Bidding strategies (such as target CPA, enhanced CPC, and target ROAS) that automatically optimize your campaigns according to your business goals. See how many customers may be interacting with your ads on one device or browser and converting on another. You can view cross-device, cross-browser, and other conversion data in your “All conversions” reporting column.

Conversion tracking process:

You add a conversion tracking tag, or code snippet, to your website or mobile app code. When a customer clicks on your ad from Google Search or selected Google Display Network sites, a temporary cookie is placed on their computer or mobile device. When they complete the action you defined, our system recognizes the cookie (through the code snippet you added), and we record a conversion. Some kinds of conversion tracking don’t require a tag. For example, to track phone calls from call extensions or call-only ads, you use a Google forwarding number to track when the call came from one of your ads, and to track details like call duration, call start and end time, and caller area code. Also, app downloads and in-app purchases from Google Play will automatically be recorded as conversions, and no tracking code is needed.

Security and Privacy Tracking

  • Conversion tracking cookies persist for a limited time only.
  • Conversions aren’t isolated: This means that you can’t match conversion data to specific customers, you can just see overall data for ads and keywords.
  • Conversion tracking includes the option to notify customers about cookies: During the setup process, we’ll help you create a notification box for your website that lets your customers know they’re being tracked. This is known as the Google Site Stats box, which appears on your conversion page — the page customers see after they complete a conversion. This notification appears only for customers who’ve been referred by Google to your site on the same device. When customers click on it, they see a page explaining how we use cookies and how they can disable them. Customers will also have an opportunity to provide feedback about your website.
  • Promote a clear privacy policy: If you don’t use the Google Sites Stats box, we ask that you review your website’s privacy policy to make sure it discloses your use of tracking technology.


Cross-account conversion tracking is useful for people and businesses who manage multiple AdWords accounts. Here are some of the benefits:

  1. Fewer code snippets and reports. Create one conversion tracking tag and use it across multiple accounts.
  2. Simpler, more powerful reports. Cross-account Attribution reports consolidate your data across all accounts that use this feature. You can also see how people interact with your keywords across all of your accounts before they convert.
  3. Minimize miscounts. Placing fewer tags on your site makes it less likely to accidentally count the same conversion more than once.
  4. Speed up your site. Fewer tags means less HTML on your website. And that’ll speed up load times for your customers.



  • Target CPA will use campaign-specific conversion actions, regardless of whether those are cross-account or account-specific conversion actions.
  • If you’re using cross-account conversion tracking, you’ll need to import any Google Analytics goals and transactions into the manager account that created those cross-account conversion actions. For now, any goals or transactions you already imported will continue counting conversions, but in the future, goals and transactions in the managed account will no longer be supported.


  • Existing data for any account-specific conversions will always be available in AdWords after cross-account conversions are enabled.

Remarketing lists for search ads (RLSA) is a feature that lets you customize your search ads campaign for people who have previously visited your site, and tailor your bids and ads to these visitors when they’re searching on Google and search partner sites.


Remarketing lists for Search ads are only available for the following campaign types:


  • “Search Network only – All features”
  • “Search Network only – Dynamic Search Ads


  1. Bidding higher for past site visitors can help you increase your revenue and ROI.
  2. Bidding on new keywords can help you increase conversions
  3. When you target more generic keywords, use ads to highlight products that are most relevant to people on your remarketing lists.
  4. Tailor your ad text to your past site visitors.
  5. Use data


Automated rules in regards to changes to your ads, ad status, budget, and bids. Here are a few examples:

  • Schedule ads for special promotions or events
  • Pause low-performing ads or keywords
  • Change keyword bids to control your average position
  • Raise keyword bids to ensure ads show on first page
  • Send yourself an email if a campaign’s budget is nearly exhausted early in the day

You can have up to 100 active rules on each account for each user that accesses the account.

Bulk Edits:

  1. Bulk uploads: Download a spreadsheet with details on your keywords, ads, ad groups, campaigns, or product groups. You can make offline changes and upload the spreadsheet so that the changes can be applied to your AdWords account. Learn more about bulk uploads.
  2. AdWords Editor: This free, downloadable application lets you manage your AdWords account offline so you can easily make bulk edits to your campaigns, ad groups, keywords, and more, then upload your changes back in to AdWords when you’re ready. Learn more about AdWords Editor.
  3. AdWords API: The AdWords API (application programming interface) lets developers build applications that interact directly with the AdWords server. With these applications, advertisers and third parties can more efficiently and creatively manage large or complex AdWords accounts.

Campaign Spreadsheets: Certain columns can’t be edited because they’re only used while creating a campaign. Make sure your spreadsheet includes these required columns, all of which can be edited:

  1. Bid strategy type
  2. Budget
  3. Campaign
  4. Campaign ID
  5. Campaign state
  6. Campaign type

The following columns are optional to include:

  1. Ad rotation
  2. Campaign subtype
  3. Tracking template
  4. Start date
  5. End date
  6. Custom parameter

Here are a few ways you can use scripts:

Use data from external sources to initiate changes. For example, use external conversion data to make bid changes, or external inventory data to pause/unpause keywords as inventory becomes low. Or, read your campaign data and stats to create highly customized reports, output them to a spreadsheet, and graph it over time. Take action across multiple elements of your account. For example, if a keyword has been hogging your spend for the day, you can both pause the keyword and increase budget at the same time. Make changes across all items in your account. For example, increase the CPC bids by 30% for all keywords that generated over 1000 impressions last week. If you manage multiple accounts through a manager account, you can run one script across multiple child accounts to optimize bids, create multi-account reports, and monitor for potential problems (such as fixing broken links or conflicting negative keywords).


Creative optimization tools

These tools can help you create, test, and update ads across accounts.

  • Business data: Use this one-stop-shop for your business information within AdWords. You can access this information to update your creatives in real-time. About business data
  • Ad customizers: Tell AdWords how to customize your ads with real-time updates. About ad customizers
  • Upgraded URLs: An improved URL management process within AdWords that lets you differentiate between your landing page and tracking parameters. With these improvements, you can create custom URL parameters and reduce account management workload, ad review time, and web crawling on landing pages. About upgraded URLs


Edit campaign settings in bulk: Use bulk editing to update settings like location, language, ad rotation, and more. You can use filters to quickly identify all campaigns that target a specific location, for example. About bulk setting editing, editing keywords, or editing ad text in bulk.

  • Edit ad extensions in bulk: Manage ad extensions more easily. You can change your extensions and edit device settings in bulk, create extensions across campaigns or ad groups with just a few clicks, and create and edit your extensions using spreadsheets. About bulk extension editing
  • Run powerful, cross-account scripts: Make large-scale, customized changes to your account — including accounts within your MCC — using simple JavaScript code. You can also create customized reports, and pull in data from your Google Spreadsheets. About AdWords scripts
  • Make changes with bulk uploads: Download spreadsheets, make changes offline, and then upload the updated spreadsheet back into your account — right where you want to make your changes. With integrated previews and error-checking, you can also make sure your changes are ready when you are. About bulk uploads
  • Use AdWords Editor: Use AdWords Editor to quickly download, update, or create campaigns with powerful bulk editing tools, then upload your changes to AdWords. AdWords Editor gives you the control to manage and view multiple accounts at the same time. You can also copy or move items between campaigns, search for items within your account, view your account statistics, and quickly undo or redo changes. Best of all, you can keep working even when you’re offline. About AdWords Editor


Reporting and Analytics Tools

  • Top movers: See which campaigns and ad groups have experienced the biggest changes in clicks, costs, and conversions, and view details about those changes. About the top movers report
  • Auction insights: Compare your performance with other advertisers who are participating in the same auctions and see where you’re missing opportunities. This information can help you make better decisions about bids, budgets, and keyword choices. About the auction insights report
  • Importing conversions: Sometimes your adwords-sourced leads convert offline. Or you want to report your online conversions 30 days after the sale so you can exclude orders that were returned. You can with AdWords Conversion Import. About tracking offline conversions
  • Labels: Apply labels to keywords, campaigns, ad groups, and ads to quickly filter and review the data that matters to you. About labels
  • Geographic reporting: Use geographic information to better understand how your ads are performing in different locations. See where your customers are physically located, or locations they’re interested in. If you use location extensions, use the distance report to see how your ads performed in varying distances from your business. About measuring geographic performance
  • Search Terms report: See what queries are actually triggering your ads, so you can make better decisions on what positive and negative keywords to use. About the Search terms report
  • Custom columns: Tailor the columns in your statistics table to segment and display your data in the ways that are most important to you. About custom columns
  • Campaign details report: See which features, settings, and attributes each of your campaigns is using so you can identify account issues or new opportunities.
  • Report Editor: Use powerful reporting tools to conduct multi-dimensional analysis and create pivot tables, charts, and graphs, directly within your browser. About the Report Editor

To access Keyword Planner, sign in to your AdWords account at


Research keywords. Need help finding keywords to add to a new campaign? Or, maybe you want to find additional keywords to add to an existing campaign. You can search for keyword and ad groups ideas based on terms that are relevant to your product or service, your landing page, or different product categories.

Get historical statistics and traffic forecasts. Use statistics like search volume to help you decide which keywords to use for a new or existing campaign. Get forecasts, like predicted clicks and estimated conversions, to get an idea of how a list of keywords might perform for a given bid and budget. These forecasts can also help guide your decision on which bids and budgets to set.

AdWords bid simulators help you see how different bids might change your ads’ weekly performance.

  • The regular Bid Simulators show you how changes to your max. CPC bid might change the cost or the number of clicks, impressions, conversions, and conversion value your ads would have received for your keyword or ad group. You can find them on the Ad groups and Keywords tabs.
  • The Campaign Bid Simulator shows you how changes to your campaign’s bids might affect that campaign’s performance. Find it on the Campaigns tab.
  • The Shopping Campaigns Bid Simulator shows you how certain changes to your bid might have impacted your product group’s performance. You can find it on the Product groups tab.
  • The Video Campaigns Bid Simulator shows you how changes to your max. CPV might impact your typical weekly video traffic. Find it on the Campaigns tab.
  • The Target CPA Simulator shows you how changes to your target cost-per-acquisition (target CPA) might affect your ad performance. Find it on the Campaigns tab or in the Shared library.
  • The Mobile Bid Adjustment Simulator shows you how changes to your mobile bid adjustment might affect your ad performance on different devices.

Mobile bid adjustment simulator


Using the bid simulators for conversion estimates

  • This bid simulator takes into account your existing campaign settings, including your existing max. CPC bids, enhanced cost-per-click bids, location bid adjustments, ad scheduling bid adjustments, and remarketing bid adjustments.
  • The bid simulator does not take into account ad group bid adjustments. If you apply any bid adjustment changes from the simulator, your ad group bid adjustments will be overwritten.
  • Estimates will become more accurate over time as your campaign accumulates data. You can still use the simulator for newer campaigns.
  • You might need to increase your budget if you’d like to achieve the traffic levels shown in the simulator.
  • The bid simulator offers clicks, cost, and impressions estimates. The simulator does not provide information on estimated conversions.
  • Conversion definitions: Conversions rely not only on ad clicks, but also on the actions that customers take on your site. This can also make them more difficult to predict.
  • Changes to conversion tracking: Removing or moving the conversion tracking tag could invalidate the estimates. Don’t make any major changes to the conversion tracking code for at least 2 weeks before using the bid simulators for conversion and conversion value estimates.
  • Delayed conversions (Search traffic): Simulators count conversions that might have been recorded during the simulation period (usually the last 7 days). For example, if a click took place during the simulation period, but the conversion wasn’t recorded until after the simulation period, then the conversion would not be counted in the simulator. Keep in mind that conversions could still occur up to 90 days after each click depending on your chosen conversion window.

Benefits of using the Campaign Bid Simulator

  • You can view bid changes in aggregate and model changes even when keywords or ad groups might not have enough data for this on their own.
  • Bid scaling is available, so you can see what might happen if you increased or decreased all your bids by a specific percentage (10%, for example).
  • Because campaign-level bid changes can increase traffic significantly, we’ll tell you whether you need to increase your budget and, if so, what to change it to.
  • You can model what happens if you changed all your bids in the campaign to a fixed value. If you choose to apply 1 of these campaign-wide bid changes, your ad group default bids will be changed to this fixed value, and your keyword-level bids will be erased.
  • You can download the bid simulation data at the account or campaign level.
  • You can download an AdWords Editor-compatible file with the bid amounts to which ad groups and keywords must be set.
  • Sparse conversion data: There is usually less conversion data than click or impression data when calculating these estimates, so conversions can be more difficult to estimate. If your account doesn’t typically get a lot of conversions, we may not have enough information to generate an estimate for conversions. The longer the history and the more conversions you have, the more accurate these estimates will be.
  • Bid simulators estimate your ad performance based on detailed information that’s specific to your campaign, including your Quality Score and keywords.
  • The Keyword Planner and Display Planner provide information about overall traffic patterns across all AdWords advertisers.

Who should use a manager account:

  • Large advertisers with more than one AdWords account
  • Third parties such as:
    • Agencies
    • Search engine marketers (SEMs)
    • Automated bid managers (ABMs)
    • And other online marketing professionals who manage multiple client accounts or a large number of campaigns


Access level for manager account user What the manager account user can do in the manager account What the manager account user can do in linked managed accounts
Administrative access
  • Link existing accounts and create new linked accounts
  • Unlink other manager accounts and individual AdWords accounts
  • Invite users
  • Cancel invitations sent by other users
  • Remove a user
  • Change access levels for users
  • Accept and decline link requests
If the manager account isn’t an administrative owner, a user with administrative access can:

  • Invite users with “Standard,” “Read only,” or “Email only” access levels
  • View, edit, and manage any part of linked accounts and campaigns
  • Change user access from “Standard” to “Read only”
  • Change user access from “Read only” to “Standard”
  • Receive notification emails for linked accounts
  • Receive emailed reports, if added to email list

If the manager account is an administrative owner, a user with administrative access can also:

  • Invite users with “Administrative” access
  • Change user access from “Administrative” to “Standard” or “Read only”
  • Change user access from “Read only” or “Standard” to “Administrative”
  • Grant another manager account administrative ownership
  • Remove administrative ownership
  • Accept and decline link requests from other manager accounts
  • Unlink another manager account
  • Turn remarketing list sharing on and off
Standard access
  • Browse the manager account
  • View, edit, and manage any part of linked accounts and campaigns
  • Sign in and run reports for linked accounts
  • Receive notification emails for linked accounts
  • Receive emailed reports, if added to email list
Read only access
  • Browse the manager account
  • View, sign in, and run reports for linked accounts
  • Receive notification emails for linked accounts
  • Receive emailed reports, if added to email list
Email only access
  • Receive notification emails for manager account
  • Receive notification emails for linked accounts
  • Receive emailed reports, if added to email list


For example, you can:

  • Use bulk editing tools to make multiple changes quickly.
  • Export and import files to share proposals or make changes to an account.
  • View statistics for all campaigns or a subset of campaigns.
  • Manage, edit, and view multiple accounts at the same time.
  • Search and replace text across ad groups or campaigns.
  • Copy or move items between ad groups and campaigns.
  • Undo and redo multiple changes while editing your campaigns.
  • Make changes in draft before uploading them to your account.
  • Keep working even when you’re offline.


Cross-device conversions, a part of All conversions, are tracked for AdWords ads traffic on Google Search pages and the Google Display Network, including AdMob, at this time. Cross-device conversions aren’t tracked for app install conversions or with imported goals from Google Analytics or AdWords Conversion Import. Similarly, Store Visits are only calculated for Google Search pages.


  • Call conversions on the Search Network from both desktop and tablet are included in the “Computer” row. (Call conversions from tablets can’t be reported separately.)
  • Mobile calls are included in the mobile row.
  • Desktop and tablet call conversions are not available at the keyword level.
  • Cross-device data for call conversions is only available for Search Network campaigns.
  • The “All conversions” column can’t be segmented by click type.


  • Conversion rates are calculated by simply taking the number of conversions and dividing that by the number of total ad clicks that can be tracked to a conversion during the same time period. For example, if you had 50 conversions from 1,000 clicks, your conversion rate would be 5%, since 50 ÷ 1,000 = 5%.


Impression share (IS) is the percentage of impressions that your ads receive compared to the total number of impressions that your ads could get.

Impression share = impressions / total eligible impressions

Eligible impressions are estimated using many factors, including targeting settings, approval statuses, and quality. Impression share data is available for campaigns, ad groups, product groups (for Shopping campaigns), and keywords.

Impression share is a good way to understand whether your ads might reach more people if you increase your bid or budget.  

   (Revenue – Cost of goods sold) / Cost of goods sold


What’s the difference between a search term and a keyword? A search term is the exact word or set of words a customer enters when searching on or one of our Search Network sites. A keyword is the word or set of words AdWords advertisers create for a given ad group to target your ads to customers.


You left off at Understanding the Search Terms Report


What’s the difference between a search term and a keyword? A search term is the exact word or set of words a customer enters when searching on or one of our Search Network sites. A keyword is the word or set of words AdWords advertisers create for a given ad group to target your ads to customers.


Search Console site.


Auction insights statistics

The Auction insights reports are different for Search and Shopping campaigns.

The Auction insights report for Search campaigns provides 6 different statistics: impression share, average position, overlap rate, position above rate, top of page rate, and outranking share. You can generate a report for one or more keywords, ad groups, or campaigns (as long as they meet a minimum threshold of activity for the time period selected), and segment results by time and device.

The Auction insights report for Shopping campaigns provides 3 different statistics: impression share, overlap rate, and outranking share. You can generate a report for one or more ad groups or campaigns (as long as they meet a minimum threshold of activity for the time period selected), and segment results by time and device. Auction insights data for Shopping campaigns is available from October 2014 to present.

Outranking share is a percentage defined as the number of times your ad ranked higher in the auction than another participant’s ad, plus the number of times your ad showed when theirs did not, divided by the total number of ad auctions you participated in.


Attribution reports show you the paths customers take to complete a conversion, and attribute the conversion to different ads, clicks, and factors along the way.


9:30- 1.75


The “Click Analysis” reports


Advertising on YouTube

Sight, sound, and motion can elicit emotional involvement with content that you don’t get with other forms of media. Between the end of 2013 and the end of 2014, the amount of time that people spent watching video on the Internet grew 38.5%. Every month, more than 1 billion people watch more than 6 billion hours of YouTube video. In addition, more than half of YouTube video views come from mobile devices. YouTube is localized in 73 countries and across 61 languages.

TrueView in-stream ads

  • When to use this ad format: Use this format when you want your video ad to appear before, during, or after other videos on YouTube and the Display Network.
  • How you’re charged: You pay when a viewer watches 30 seconds of your video (or the duration if it’s shorter than 30 seconds) or engages in other video interactions, such as clicks on the call-to-action overlays (CTAs), cards, and companion banners.
  • Where the ads appear: TrueView in-stream ads can appear on videos across YouTube and on video publisher sites, games, and apps on the Display Network.

TrueView video discovery ads

  • Use this ad format for an ad (of any length) when people are searching on YouTube or browsing videos on YouTube and across the web.
  • How you’re charged: You’ll be charged when a viewer clicks your ad and begins watching your video.
  • Where the ads appear: TrueView video discovery ads can appear next to YouTube videos, on YouTube search results, on video plays on YouTube channels and Watch pages, and on publisher sites across the Display Network.

Reaching potential customers

YouTube and the Display Network offer these ways to reach audiences:

  1. Keyword contextual targeting: You can use keywords that will help match your ads to web content. This works just like contextual targeting on the Display Network, and applies to both the Display Network and YouTube
  2. Demographic: Reach people by age, gender, or parental status.
  3. Topics: Reach people based on certain topics.
  4. Affinity audiences: Select from interest-based groups to reach potential customers at scale and make them aware of your business. These audiences were built for businesses running a TV ad that want to extend the campaign to an online context at an efficient price.
  5. Custom affinity audiences: Advertisers can create audiences that are more tailored to their brands, compared with broad, TV-like audiences. For example, rather than reaching sports fans, a running shoe company might target avid marathon runners.
  6. In-market audiences: Find customers who are researching products or services and actively considering buying something like what you offer.
  7. Remarketing: Reach viewers based on their past interactions with your videos or YouTube channel. If you’ve linked a YouTube account to an AdWords account already, we’ll create custom ones for you automatically.

Video Editor lets you Combine multiple videos and images you’ve uploaded to create a new video. You can also Trim your clips to custom lengths or Add music to your video from a library of approved tracks. Be sure to Customize clips with special tools and effects.

Editing Clips

  • Trim: Cut the length of your clip by moving your cursor over the edges of your video in the timeline. Drag the handles toward the center of the video to shorten.
  • Lengthen: Drag the handles outward from the center of the video to lengthen. This will result in the video repeating.
  • Cut/Snip: Clips can be cut into portions. Move your mouse over the video and click the scissors icon to bring up the snip marker.

Customized YouTube Enhancements

  1. Rotate: Rotates your video 90 degrees.
  2. Effects: Use Video Enhancements on your video to color correct, stabilize, and add filters and other effects.
  3. Text: Apply a text overlay on the clip.
  4. Slow Motion: Modify the speed at which the clip plays.

Add music and customize volume

You can add a new audio track to your video. By default, the audio from an added track will replace your clips’ original audio. Click the music note button in the upper left of the editor to bring up YouTube’s library of pre-approved songs. Browse the tracks by searching or filtering by artist and genre.

YouTube Ad Formats


  • Display Assets: Standard banner/Multi Purpose Unit (MPU). InVideo
  • Video Assets: Standard In-stream, TrueView
  • Other Assets: Homepage Masthead and Expandable, Rich Media



  • Average View Frequency – Use this metric to better understand if your video ad is engaging enough to viewers.
  • View rate – A ratio showing the number of paid views of a video ad to the number of impressions. View rate is similar to click-through rate (CTR), but instead of measuring clicks, it counts people who viewed your video ad after seeing it on YouTube or the Display Network.
  • You can use View rate to track the value of your video campaigns on YouTube and the Display Network.

Companion Banner

A clickable thumbnail image that accompanies a TrueView in-stream ad. On a YouTube page, it appears next to the ad, in the top right corner (on a desktop computer). A companion banner provides continued brand presence after a video ends, and the viewer can click on it anytime. There are two kinds of companion banners: image and video wall. Companion banners are optional. They’re also displayed only in certain cases, for example, in the context of a YouTube watch page. They don’t show on embedded players, connected TVs, or game consoles. A click on a companion banner can direct to an external URL or a YouTube channel or counts as a view, even if the viewer hasn’t watched 30 seconds of the ad.

Frequency capping

A feature that limits the number of times your ads appear to the same person on the Display Network. Frequency is the average number of times a unique user sees your ad in a position of “1” over a given time period. Use frequency capping to help control the maximum number of times that you’d like each person to see your ad on the Display Network. When you turn on frequency capping for a campaign, you set a limit for the number of impressions you will allow an individual user to have per day, per week, or per month. You also choose whether the limit applies to each ad, ad group, or campaign. Only impressions that were viewable count towards frequency caps. An ad is counted as viewable when 50% or more of the ad shows for one second or longer for display ads and two seconds or longer for video ads.

Create a True-view video campaign

Setup a TrueView video campaign and ad group. TrueView ads and ad groups are created with the “Video” campaign type. Within this campaign type, TrueView video ad formats, CPV, and Target CPA bidding strategies are supported. TrueView video campaigns cannot include text, images, or other video ad formats. To create a TrueView video ad, your videos must be hosted on YouTube. Reporting for TrueView campaigns and ad groups include metrics specific to video ads, including views, view rate, and earned actions, that aren’t available in all AdWords campaign management tools. Ad groups will each be assigned a format (either in-stream or video discovery), and can contain only ads of that same format. If you want to run both in-stream and video discovery formats in the same TrueView video campaign, you will need to create multiple ad groups.


  1. Sign in to your AdWords account.
  2. Click the Campaigns tab.
  3. Note: Your video campaigns are located with your other campaign types (if any) from the “All campaigns” drop-down menu. You can also use this drop-down menu to view only your video campaigns by selecting Video campaigns.
  4. Click +CAMPAIGN, and then click Video.
  5. Enter a campaign name.
  6. Choose a campaign subtype:
  7. For “Standard” campaigns, do the following:
    • Next to “Video ad formats” select In-stream or video discovery ads.
    • Enter a budget.
    • Choose the networks you want the video campaign to run on.
    • Choose the locations where you want to target (or exclude) your campaign.
    • Choose the language of your customers.
  8. (Optional) Choose the devices you want to show your ads on. You can target particular operating systems, device models, and carriers. By default, your ads will show on all eligible devices.
  9. (Optional) Edit your campaign’s advanced settings.
  10. Click Save and continue.
  11. Enter an ad group name.
  12. Next to “Your YouTube video,” choose a YouTube video.
  13. Next to “Video ad format” choose either In-stream ad or Video discovery ad. Enter the required information.
  14. Set a bid amount.
  15. Edit the targeting methods you want to use for your ads. By default, your ads will show to all viewers.
  16. Click Save ad group.

How to create an ad group

  1. Sign in to your AdWords account.
  2. Click the Campaigns tab to select the campaign to which you want to add a new ad group.
  3. Note: Your video campaigns are located with your other campaign types (if any) from the “All campaigns” drop-down menu. You can also use this drop-down menu to view only video campaigns by selecting Video campaigns.
  4. Click the Ad groups tab, and then click the +AD GROUP button.
  5. Enter an ad group name.
  6. Next to “Your YouTube video,” choose a YouTube video.
  7. Next to “Video ad format” choose either In-stream ad or Video discovery ad.
  8. Note: An ad group can contain only one ad format.
  9. Enter the required information to create your ad. Note: You can always save your ad group without creating an ad.
  10. Set a bid amount.
  11. Edit the targeting methods you want to use for your ads. By default, your ads will show to all viewers.
  12. Click Save ad group.


In-stream and video discovery


Viewers see videos they’re curious about, and you get more views from an audience you know is interested. Because you choose what you want to pay for a view, you get the right audience at the right price. Unlike cost-per-impression (CPM) pricing, you won’t need to pay every time your ad is shown. You can also run videos longer than 30 seconds, so you can experiment with different formats. You can try longer product demos, customer testimonials, or a how-to video demonstrating your product in action. TrueView ads can appear on both YouTube and other publisher sites in the Display Network for desktop computers and high-end mobile devices. Note that video content for TrueView ads must be hosted on YouTube.

TrueView in-stream ads:

Use this format when you have video content you’d like to promote before other videos on YouTube and across the Google Display Network. Your video ad plays before, during, or after other videos. After 5 seconds, the viewer has an option to skip the ad. TrueView in-stream video ads can appear on YouTube watch pages and on videos on partner sites and apps in the Display Network. You pay when a viewer watches 30 seconds of your video (or the duration if it’s shorter than 30 seconds) or interacts with your video, whichever comes first.

TrueView video discovery ads:

Use this format to promote a video in places of discovery, including next to related YouTube videos, as part of a YouTube search result, or alongside other content across the Display Network. Your ad consists of a thumbnail image from your video with some text. While the exact size and appearance of the ad may vary depending on where it appears, video discovery ads always invite people to click to watch the video. The video then plays on the YouTube Watch page or on your channel page. Ads can appear on YouTube search results, alongside related YouTube videos, on the YouTube homepage, as an overlay on a YouTube watch page, and on video partner sites and apps across the Display Network. You’ll be charged only when viewers choose to watch your ad by clicking the thumbnail.

About bumper ads

Bumper ads are a short video ad format designed to allow you reach more customers and increase awareness about your brand. Use this format when you’d like to reach viewers broadly with a short, memorable message. Your bumper video ad is 6 seconds or shorter and plays before, during, or after another video. Viewers do not have the option to skip the ad. Bumper ads can appear before other videos on YouTube or on partner sites and apps on the Display Network. You pay based on impressions. Bumper ads use CPM (cost-per-thousand impressions) bidding, so you pay each time your ad is shown 1,000 times.

Learn how to create a TrueView video campaign


Video ads run on YouTube and across the web through the Google Display Network. With more than 1 billion users, YouTube is available in 70+ countries and 60+ languages, and offers rich content from all over the world. The Display Network reaches over 90% of Internet users worldwide through 2 million sites and apps (source: comScore). By targeting your video ads to create effective video ads on YouTube and the Display Network, you can advertise to consumers at moments that matter.

  • Demographic groups: Choose the age, gender, parental status, or household income of the audience you want to reach.
  • Interests: Pick from available audiences categories to reach people interested in certain topics, even when they may be visiting pages about other topics.
  • Affinity audiences: Raise brand awareness and drive consideration with your video ads by reaching people who already have a strong interest in relevant topics.
  • Custom affinity audiences: With custom affinity audiences, you can create audiences that are more tailored to your brands, compared to our broad, TV-like affinity audiences. For example, rather than reaching Sports Fans, a running shoe company may want to reach Avid Marathon Runners instead.
  • In-market audiences: Select from these audiences to find customers who are researching products and actively considering buying a service or product like those you offer.
  • Video remarketing: Reach viewers based on their past interactions with your videos, TrueView ads or YouTube channel. If you’ve linked your YouTube account to your AdWords account already, we’ll create custom lists for you automatically. Learn more about remarketing lists for YouTube viewers.

Content targeting methods let you define where you want your ads to show. These include:

  1. Placements: Target unique channels, videos, apps, websites, or placements within websites. For example, you can target an entire high traffic blog or just the homepage of a popular news site. Placements can include: YouTube channels, YouTube videos, Websites on the Display Network, and Apps on the Display Network.
  2. Topics: Target your video ads to specific topics on YouTube and the Display Network. Topic targeting lets you reach a broad range of videos, channels, and websites related to the topics you select.
  3. Keywords: Depending on your video ad format, you can show your video ads based on words or phrases–keywords–related to a YouTube video, YouTube channel, or type of website.

Video remarketing allows you to show personalized ads to millions of viewers across YouTube and video partner sites, based on their past interactions with your videos or YouTube channel. Advertisers who use remarketing on YouTube have improved their return on investment (ROI) by showing video ads to people interested in their product or service. With YouTube’s vast network, your video ad can reach potential customers on your remarketing list. The AdWords auction model offers competitive rates that meet your target ROI. With CPV bidding, you’ll pay for video views and other video interactions, such as clicks on the call-to-action overlays (CTAs), cards, and companion banners. Website remarketing (also known as “remessaging” or “retargeting”) is based on visitor’s’ actions on a website. You can remarket based on actions specific to your YouTube videos, including when viewers like, dislike, comment on, and share your video.

Remarketing lists are created by first linking your YouTube account to your AdWords account. Once you link accounts, you can create remarketing lists that reach people who have done the following YouTube-related actions: Viewed any video from a channel, Visited a channel page, Viewed any video (as an ad) from a channel, Liked any video from a channel, Commented on any video from a channel, Shared any video from a channel, Subscribed to a channel, Viewed certain video(s), or Viewed certain video(s) as ad(s). You can then use these lists in your targeting settings for new or existing campaigns. Manage your lists anytime in the “Audiences” section of the Shared library.”

  • Refined targeting: Remarket to your potential customers by using specific categories, such as topics, interests, keywords, demographics, etc.
  • Various ad formats: Build and target your remarketing campaign with video ads and other creative formats (text, image, and rich media ads on the Google Display Network).
  • Detailed reports: Optimize your remarketing campaign based on performance metrics. For example, raise bids on specific topics or channels that generate the greatest ad response.
  • Ease of use: Easily create, manage, and target your remarketing lists.
  • Custom audiences: Customize your targeting by combining your remarketing lists. For example, you can reach audiences who viewed your movie trailer but haven’t yet viewed your ad promoting the DVD release.

Reservation campaigns have minimum spend requirements. Advertisers booking Masthead ads are encouraged to participate in a kick-off call with our technical team to get specs, turnaround times, and campaign expectations. Our advertising team sends weekly campaign performance reports for your review. You can then request targeting changes to help improve ad performance.

Benefits of advertising on a reservation basis

  • More control: You can buy impressions at a fixed rate.
  • High visibility: You can run ads on the YouTube homepage.
  • Brand awareness: You can reach a wide audience.

Buying reservation advertising

Advertisers and agencies can buy reservation advertising on a fixed, cost-per-thousand-impressions (CPM) or fixed cost-per-day (CPD) basis.

  1. A CPM campaign has to be booked six business days in advance, and creative assets need to be delivered for implementation at least four business days before the campaign start date.
    • Standard in-stream: This is a non-skippable format that plays before a video. It’s ideal if you want to communicate a simple, powerful message and get visibility. It forces the impression and won’t accrue views on the video. Standard in-stream ads can be a maximum of 15 or 30 seconds. Those that are a maximum of 30 seconds can run only on long-form videos (10 minutes or longer).
    • In-stream Select: This skippable ad appears when someone starts a video (pre-roll). It can be up to 60 seconds long, and it’s skippable after 5 seconds. This format increments the view count on the YouTube video ad. Whether or not the ad is skipped, the advertiser pays on a CPM basis. Learn more about in-stream video ads.
  • A CPD campaign has to be booked a couple weeks in advance, and creative assets need to be delivered nine business days in advance.
    • Desktop custom Masthead: This is a 970 x 250 pixel, in-page unit that spans the full width of the YouTube homepage below the navigation bar. This unit, which can include a video, can drive brand relevant activity and an increase in branded search. Learn more about desktop custom Mastheads.
    • Desktop universal video Mastheads: This is a 780 x 195 that runs on the YouTube homepage. It includes a video on one side and an information panel or a flash/image panel on the other. The flash/image panel can optionally expand/close when someone clicks on/closes it.
    • Mobile video Mastheads: appears on the homepage of all YouTube mobile and tablet properties, including the Android native mobile app, the iOS app, and for smartphones and tablets. It features a video thumbnail, channel icon, and customizable headline and description.

Targeting ads

  • Topics: Advertisers can choose among YouTube video topics. You can run reservation CPM ads on family-oriented content.
  • Interests: Advertisers can target viewers interested in particular things, like sports and hobbies, as evidenced by their browsing patterns and watched content.
  • Affinity audiences: You can reach people who’ve demonstrated interest in subjects and who are likely to view related content again. This type of targeting also facilitates connection with audiences that are similar to those targeted by offline campaigns.
  • Demographics: You can reach customers who are likely to be within the demographic groups you choose. These groups include age and gender.
  • First position: This layer of targeting can be added to in-stream ads (there’s a CPM up-charge). It lets you reserve the first video ad someone sees in a session. This is similar to what happens in TV advertising, when an advertiser pays more to run the first ad of a commercial break.


Optimizing Video Campaigns

If you find that your video ad’s view rate is lower than ads in your other campaigns, you can adjust your campaigns for a higher view rate.If your cost-per-view (CPV) is higher than your target CPV and you’re willing to reach a broader audience, try adjusting to a lower CPV. If you’re not achieving your clickthrough rate (CTR) or CPV goals (and are paying much less), you can consider increasing your CPV or CTR. To meet your CPV bid goals you can:

  • Adjust Your Bids
  • Expand Your Targeting
  • Relax other campaign-level restrictions
  • Improve Your Ads

Your view rate is the total number of views of your video ad divided by the number of people the ad was served to. The view rate is a good indicator of how compelling viewers find your video. The higher the view rate, the more engaged viewers are with your content.

Improve your ads

Shorter ads have higher view rates. Try rotating 2 or 3 different ads in and out of the auction to avoid “ad fatigue.” Learn more best practices for creating effective video ads. But, remember that TrueView video ads are billed only when someone chooses to watch the video, so it may be possible to find a receptive audience by expanding your targeting. This will often have the added benefit of reducing your average CPV. Your clickthrough rate (CTR) is the total number of clicks on your video ad divided by the number of people that the ad was served to. While view rate is the primary engagement metric associated with video campaigns, CTR is another way to measure how well your video campaign is doing.


Add a clear call-to-action (CTA) overlay within your video. You can find information about the placements of your ads by navigating to the “Targets” tab, and then clicking Placements under the “Where my ads were shown” label. As with placements in AdWords display ads, try to edit any inefficiently performing placements.


Targeting Methdods:

  • Demographic groups: Choose the age, gender, and parental status of the audience you want to reach.
  • Placements: Target unique channels, websites, or placements within them. For example, you can target an entire high traffic blog or the homepage of a popular news site. Placements include:
    • Channels (YouTube Partner Channels)
    • Videos (YouTube Videos)
    • Sites (Display Network – includes as a publisher site)
  • Topics: Target your video ads to specific topics on YouTube and the Display Network. Topic targeting lets you reach a broad range of videos, channels, and websites related to the topics you select. For example, you target to the “Automotive” topic, then your ad will show on YouTube to people watching videos about cars.
  • Keywords: Depending on your video ad format, you can show your video ads based on words or phrases–keywords–related to a YouTube video, YouTube channel, or type of website that your audience is interested in.
  • Interests: Pick from available categories to reach people interested in these topics, even when they may be visiting pages about other topics. Learn more about audience targeting.
    • Affinity audiences: Raise brand awareness and drive consideration with your TrueView video ads by reaching people who already have a strong interest in relevant topics.
    • In-market audiences: Select from these audiences to find customers who are researching products and actively considering buying a service or product like those you offer.
    • Video remarketing: Reach viewers based on their past interactions with your videos, TrueView ads or YouTube channel. If you’ve linked your YouTube account to your AdWords account already, we’ll create custom lists for you automatically. Learn more about remarketing lists for YouTube viewers.

Ad targeting exclusions:

  1. Sign in to your AdWords account.
  2. Click the Campaigns tab, and then select the video campaign you want to edit.
  3. Select the campaign you want to edit. If you want to add an exclusion to a specific ad group, select the ad group you want to edit on the “Ad groups” tab.
  4. Click the Video targeting tab.
  5. Select the targeting method where you want to make an exclusion, by clicking the related sub-tab: Demographics, Interests, Remarketing, Topics, and Keywords.
  6. Follow the steps on that sub-tab, and then click Save.
    • Demographics: Each demographic group – age, gender, and parental status – has its own sub-tab. Click the green dot next to the demographic group you want to exclude, in the table on each sub-tab.
    • A red dot will appear next to demographic groups that you have excluded.
    • Keep in mind

    • You must have at least 1 demographic group selected on each tab.
    • Interests, Topics, Keywords, or Remarketing: Click +EXCLUSIONS, and then toggle to a campaign or an ad group, depending on how you want to apply the exclusion. For example, excluding the “News” topic in your campaign will automatically exclude that topic from all ad groups within the campaign.

Add placement exclusions to your campaign or ad group

Viewing where your video ad was shown is a great way to make sure it’s not showing on irrelevant videos or websites. Just click the Placements sub-tab on the “Video targeting” tab, and then click the Where ads were shown sub-tab for any campaign or ad group. Based on that report, you can add exclusions to both campaigns and ad groups. Here’s how:

  1. Sign in to your AdWords account.
  2. Click the Campaigns tab, and then select the video campaign you want to edit.
  3. Note

  4. Your TrueView campaigns are located with your other campaign types (if any) from the “All campaigns” drop-down menu. You can also use this drop-down menu to view only your TrueView campaigns by selecting Video campaigns.
  5. Click the Video targeting tab, and then click the Placements sub-tab.
  6. Scroll the page down and click the Where ads were shown sub-tab. Go through the list and make sure your ad isn’t showing on any irrelevant videos or websites.
  7. To exclude a placement in a specific ad group, click the green dot next to the placement you want to edit and select the red dot to exclude it.
  8. To exclude a placement in your campaign, click +EXCLUSIONS at the bottom and add your excluded placements.

Improve your CPV bidding

  1. Sign in to your AdWords account.
  2. Click the Campaigns tab, and then select the video campaign you want to edit.
  3. Click the Ad groups tab.
  4. Hover the cursor over the figures in the Max CPV column and make edits directly, or click the ad group to edit its content directly.

Adding a call-to-action overlay

Call-to-action overlays are eligible to show on any TrueView video ad on YouTube. This feature is available at no extra cost to you, can increase viewer engagement, and add an interesting element to your ads. Also, because they’re associated with the video instead of the ad, call-to-action overlays will show whether your video is triggered through an ad or an organic (unpaid) view.

Steps to add a call-to-action overlay

  1. Sign in to your AdWords account.
  2. Click the Campaigns tab, and then select the video campaign you want to edit.
  3. On the Videos tab, click Edit Call to Action on the “Analytics” drop-down.
  4. If you don’t see this option, you may still need to link your YouTube account with your AdWords account. On the “Analytics” drop-down, click Link your YouTube Channel.
  5. On the box that opens, select either I own this channel or Someone else owns this channel, and then complete the steps to link your account.

After linking your YouTube account to your AdWords account, you can create these lists based on various ways people interact with your videos, such as watching a video, subscribing to your channel, or even liking. Learn how to remarket to YouTube viewers with AdWords.

You can target your video ads to people located in, or who show interest in, a geographic location. Choose one or more geographic locations that are relevant to your ads. By advertising to the right customers, you can hopefully increase your return on investment (ROI). Understand that users come to YouTube to learn, watch and be entertained. As such, create videos that feature original content.

You are the expert on your industry, product or service. Try creating videos that teach and engage the YouTube community on your expertise. Keep your message simple and concise. A good benchmark is to try to keep your video to two minutes or less. Use the Audience retention report to see which parts of videos keep your users most engaged. Based upon user engagement data, optimize your video content to keep users watching. Update your content on a regular basis. The YouTube users who have been successful keep their message fresh with regular updates to their channel. Read user comments on your own and similar video and channel pages for ideas.

  • Standalone image ads (image ads built outside of the Ad gallery)
  • Image ads built with the Ad gallery
  • Video ads built with the Ad gallery
  • Use the “Free clicks” view on the Dimensions tab to see several additional statistics for your image and video ads (including those built with the Ad gallery).
  • Customize your ads statistics table to show specific placement metrics for your ads performance on the Display Network. The available performance metrics will vary depending on the image ad format you’ve chosen.


Learn how much of your video ads customers actually see. Video ads with low play rates or early viewer drop-off may indicate a creative change that needs to take place to keep people engaged with the video content. A tracking pixel is similar to AdWords’ conversion tracking code. It’s code that’s inserted into the video ad itself (provided by a third-party ad server). This code tracks the IP address of the viewer. This pixel tracks cases when someone doesn’t click on the ad, but comes back to the website in your final URL later. If you use third-party tracking pixels, you’ll need to use your own external reporting tools to evaluate the data. he Display Network can be a valuable branding partner: it reaches 83% of unique Internet users around the world. (Source: DoubleClick Ad Planner).


TrueView In-stream video ads

In-stream video ads allow you to insert your ad into the beginning or middle of other video content. While this method is a great branding medium, it often has lower conversion rates than other online formats. Here are a few suggestions for ways to get the most out of your campaign:

Direct traffic from your ads to your brand’s YouTube channel or website with additional video content. By continuing a customer’s video experience, you’re more likely to get more viewer engagement.

  • Make sure your landing page is relevant to the content of your ad. For YouTube landing pages, consider directing customers to a page or brand channel tagged with an AdWords remarketing code to increase your brand exposure and how often your message is shown to viewers.
  • Have a clear call-to-action within your ad, and select colors and fonts to match your brand.
  • Avoid using keyword targeting for your campaign, since this could significantly limit how often your ads are shown.
  • Keep your video short and sweet. Deliver your most important messages early in the video, in case viewers stop watching before it’s over. Play rates drop off significantly after 45 seconds.
  • Be clear about what your business offers, since the video may be your sole communication with a site’s viewers.
  • Provide clear next steps for customers to take after finishing the video. That could be making a purchase, or visiting your website or store.

Data: Content

  • Device type
  • Geography or location
  • Date or time frame
  • All uploaded video content or just playlists
  • Subscriber status
  • Playback type (live or on demand), if available
  • Traffic by YouTube product, if available
  • Translation use
  • Date granularity: Charts can be displayed with data points in daily, weekly, or monthly increments.
  • Compare metric: Select a second metric for comparison, which will be displayed on the graph.

Multi-line graphs allow you to compare the performance of up to 25 items (like videos, channels, geographies) and other information from different reports over a specific time period to see at a glance.


Types of charts: Multi-line chart, Line Chart, Stacked Area, Pie Chart, Bar Chart, Bubble Chart, and Interactive Map.

Video Campaigns


  • Core performance:
  • Views show you the number of times people watched or engaged with your video ad. Note: TrueView video ads views will also count towards your video’s public YouTube view count only if a video is longer than 11 seconds.
  • View rate shows you the number of views or engagements your video ad receives divided by the number of times your ad is shown (video and thumbnail impressions).
  • Avg. CPV is the average amount you pay when a viewer watches 30 seconds of your video (or the duration if it’s shorter than 30 seconds) or engages with your video, whichever comes first. Note that your average CPV may not be the same as your maximum CPV. Your maximum CPV is the most you’re willing to pay for an ad view.
  • Click performance: Clicks show you the number of times people clicked on your video. Clicks can help you understand how well your ad is appealing to people who see it. Engaging ads are more likely to receive clicks. Clickthrough rate (CTR) is the number of clicks that your ad receives divided by the number of times your ad is shown, expressed as a percentage.
  • Engagement performance: Engagements show you the number of clicks on interactive elements such as teasers or icons to expand any cards that may be on your video. Engagement rate is the number of engagements that your ad receives (for example, clicks on card teasers and icons) divided by the number of times your ad is shown, expressed as a percentage (engagements ÷ impressions = engagement rate).
  • Reach and frequency: Unique cookies is the number of cookies (which store preferences and other information that’s used on webpages that they visit) specific to an individual browser on people’s computers. Unique viewers by cookie is the number of times your video ad was viewed by a unique cookie over a given time period. Avg. impr. freq. per cookie is the average number of times your video ad is shown to a unique cookie over a given time period. Avg. view freq. per cookie is the average number of times that a unique cookie viewed your video over a given time period.


  • Video viewership (also known as “quartile reporting”)
    • Video played to: 25% shows how often a video is played to 25% of its length.
    • Video played to: 50% shows how often a video is played until the middle of its view length.
    • Video played to: 75% shows how often a video is played to 75% of its length.
    • Video played to: 100% shows how often a video is played to its completion.
  • YouTube engagement: Earned actions happen when a viewer watches a video ad and then takes a related action on YouTube. The following are different types of earned actions:
    • Earned views increment if a YouTube viewer watches subsequent videos on your YouTube channel or Watch pages. This type of earned action increments whether or not someone chooses to watch the same video again or any other video on your channel.
    • Earned subscribes happen when a viewer subscribes to your channel. This type of earned action provides unique value because the content from these YouTube channels and the channel avatars themselves may be viewed on the YouTube home page.
    • Earned playlist additions happen when a viewer adds the video to a playlist.
    • Earned likes happen when a viewer likes the video.
    • Earned shares happen when a viewer shares the video.

Many of the robust reporting features available for Search and Display campaigns are also available for video campaigns, such as: Advanced filtering – Filter your account statistics to search for the data that interests you the most, for example, “YouTube earned actions” or “Max. CPV.” You can either filter by label or create your own filter. Once you’ve created a filter, you can save it for easy access in the future.

  1. Segments – Use segments to split your data into rows based on the options that matter most to you, such as format, network, device, etc. This makes it easier to view the data by isolating exactly what you want to see. You can also segment by view type to split out your performance by in-stream views versus video discovery views. Your segment choices vary, depending on the tab of your AdWords account that you’re viewing.
  2. Automated reporting – You can find specific performance data about your video campaigns that interest you, by customizing the statistics tables of your AdWords account using columns, segments, and filters. Once the tables look exactly how you want, you can download them as reports in a variety of formats and save them. You can also set up reports to run at specific intervals, and schedule them to be emailed to you or other people who have access to your account.
  3. My Change History – The My Change History tool lists the changes you’ve made to your account. It shows each change within a timeline, mapped to your account data. You can view all changes for a particular time period, filter the results by the type of change (such as budget adjustments or ad group edits), or see changes for a particular video campaign. By comparing your changes with the timeline of performance data, you can find out which changes may have contributed to changes in your performance.
  4. Modifying columns – When you’re viewing your AdWords account from the “All campaigns” view, some columns might be pre-populated with information not relevant to your video campaigns. You can add and remove columns on any tab, by clicking Modify columns on the “Columns” drop-down menu. Whatever you unselect will be hidden the next time you sign in to your AdWords account. When you select “Video campaigns” on the campaign type drop-down menu, you’ll see the following predefined types of columns:
    • Views – Use these columns to monitor your video views and audience engagement.
    • Audience – These metrics help you track the growth of your YouTube audience.
    • Branding – See how well your video ads are building brand awareness.
    • Conversions – Analyze clicks and conversions on your website.


Understanding different learning models.

  1. Coaching model lets – teachers work one on one with colleagues for lesson planning, technology skill building, and demo lessons. Large group workshops are held for an entire school or district faculties.
  2. Trainer of trainers model is selected teachers that receive specialized training with the expectation they will train their fellow colleagues.
  3. Early adopters model, where early adopters of technology share best practices at any opportunity.

The Tech Sherpas are a great example of a weekly, student-hosted Hangout On Air that answers teacher questions. Organizing a tech committee at your school will support teachers by giving teachers a voice on effective tech integration, access to quality digital resources. The technology plan for a school includes parent organizations, administrators, teachers, and students.

Teachers can improve collaboration with students and teachers at the next faculty meeting by creating a newsletter with Blogger, a YouTube playlist of video tutorials for creating Google Sites. The School site mentors models provide the most relevant and timely support to teachers on an individual basis when they need it.  Finding and sharing online resources is an ongoing effort to keep curriculum fresh and interesting. YouTube is a great option for finding new content, but some educators worry about searching for videos during class because it wastes time and inappropriate content might show up. Using a YouTube channel and playlists to address these concerns allow you to organize pre-selected videos and share your playlists so you don’t waste class time searching for them.

The primary reason it is a good idea to use Google Hangouts On Air vs. Google Hangouts for professional development sessions is Hangouts On Air are recorded and can be shared on YouTube. When participating in a Google+ community, you can post videos, links, and documents to share with others, and create polls to gather information from other members. Participate in threaded discussions. 

A teacher does not provide the most authentic audience for students’ creative work. Anything with a link, Google Docs, Video, and Pictures are media that can be linked to in a Multimedia Text Set. Blended Learning, Project-Based Learning (PBL), and Flipped Classroom are learning techniques that allow time for a teacher to pull aside a small group for additional learning during class time.

  1. Project-Based Learning (PBL) starts with a Driving Question followed by an inquiry process as students organize their thoughts. They then choose how to solve the problem and present their findings. PBL encourages students to devise their own solutions about issues/problems rather than look for someone else’s solution.See the Buck Institute for more information on PBL. Project-Based Learning or PBL involves group collaboration, real world problems and solutions, asking questions and finding answers. There will be an archive of videos for students to watch later if needed, students can come to class with questions ready to ask, and teachers can do a quick formative assessment on the previous night’s content to determine what needs to be further explained are added benefits of having students watch an instructional video before arriving in class. 
  2. Blended Learning is a model that weaves classroom and online instruction together. Many blended classrooms rely on a robust teacher website where teachers can post activities for students to complete or create online. Blended learning often uses adaptive online learning programs that can increase skills and knowledge, freeing the teacher up to work intensively with smaller groups. Blended Learning is where students learn in the classroom setting with a teacher and online with guided activities. See the Clayton Christensen Institute for more information on Blended Learning.
  3. Flipped Instruction switches up the instructional model of the classroom. The traditional model where students practice at home without assistance and receive content in class is flipped. Instead, students receive the content at home (normally by video) then the teacher reinforces the video and asks students to apply what they learned in class. The teacher is there to support and extend the learning. Flipped Learning can help students who don’t understand certain concepts to learn better on their own saving in-class time going over these concepts with students who already understand them. Google Drawing for Demonstrating UnderstandingGoogle Forms to Collect DataGoogle Charts in Spreadsheets to Visualize Data, and Google Slide show as an Individual or Group Alternative Assessment are great resources. The Flipped Learning model allows student access to concepts at any time of the day. Student created websites to demonstrate understanding, group-created slideshows to teach a concept, and Google Forms to assess and inform formative learning activities can be used to personalize learning in the classroom. Students could Read an Online Article, Contribute to a Class Slide Show, Analyze a photo, or Listen to a historical speech do at home for a Flipped Classroom model that doesn’t involve video. A great way to showcase student work is to create a Google Site for students to link their projects and information to, but Google Sites is much more than just a content repository. Google Sites support embedding a Google Calendar to keep track of important dates, Uploading recordings to cater to audio learners, adding images directly to the pages for visual (and educational!) appeal, and linking downloadable PDFs and other digital documents.

 G Suite For Education

A more unique feature (only available for G Suite for Education accounts) is an option called, “Appointment slots,” where an educator can select an interval of time during which other Google users can schedule an appointment, alleviating the need for the teacher to do the actual scheduling. Making appointment slots is only available to users that are on a G Suite for Education domain, but registering for someone else’s appointment slot is available to users with any Google account. In order to allow parents to see a new calendar a teacher must make it public. Embedding a Google Calendar in a Google Site requires editing access to a Google Site, and access to a Google Calendar. By default, every user on G Suite for Education receives a personal calendar as well as a classroom calendar. False. Google Labs are experimental features that can be turned on or off to enhance the Gmail or Google Calendar experience. By customizing Gmail and Google Calendar with these features, you can become much more efficient and save valuable time.


Email is used extensively for school communications. Sometimes you may need to email out the same message to all your students or their parents. In order to personalize the emails or make them relevant to the individual, sometimes an email merge is required. Two add-ons that may be helpful include Yet Another Mail Merge and FormMule. Both of these take data that is stored in a spreadsheet and use text placeholders to merge that information into the body of an email. Yet Another Mail Merge uses emails saved in your Gmail Drafts as a template. FormMule has more options including the ability to send a variety of email templates based on a column in the spreadsheet.Canned Responses is a lab designed to save you more of this precious time. By saving the email text as a canned response, you will spend less time re-creating an email. In just a couple clicks you can insert your canned response and move on to the next message or item on your to-do list. Here are a few ways Canned Responses might be helpful:

  • Weekly reminders for homework, projects, progress reports, or office hours
  • Parent communication newsletters
  • Commonly asked questions (a teacher FAQ)
  • Custom email signatures for different contacts; current settings allow only one signature
  • Save custom email signatures and save templates to send the same information multiple times.


Experimental features that can break or disappear at any time.Labs are a feature that can be turned on or off by a domain administrator. 30 seconds is the maximum amount of time you can have to undo the sending of an email with the Undo Send lab.

Google Chrome is the most popular and widely-used Internet browser in the world. It’s fast, secure, and works on all operating systems and devices. It’s also extendible. This means third-party developers can integrate the functionality of their applications with Chrome to make it even more powerful. There are two main approaches to remember: extensions and apps (there are also add-ons which work with specific Google tools such as Docs and Sheets, but these are independant of Chrome. We cover add-ons in an upcoming lesson). Both apps and extensions can be found in the Chrome Web Store. You’ll find the shortcut under the App Launcher icon in Chrome (at the top left of the browser, labelled Apps). Extensions work by integrating fully with Chrome and extending the native capabilities of the browser, but limited compared to an app. Apps are web-based versions of software applications that live completely in the cloud; Chrome apps are simply launchers for the web-based software. The Chrome Web Store has apps and extensions available for use. The Education category makes finding education-specific apps and extensions easy for educators.

Curating and selecting educational apps and extensions is the first step when trying to enrich your class and streamline workflows. Extensions like Readability help students to read websites better by removing distractions and giving them annotation tools to highlight and take notes. The app lets youaking notes right along side of a YouTube video. OneTab gathers up all those tabs and saves them in a simple list that you can go back to any time. Apps like Khan Academy or CK-12  deliver the content itself. Apps generally have more functionality than extensions. You can share apps and extensions with your class, even if you don’t have Chromebooks by Emailing the link to the Chrome Web Store, through your Google+ Communities, and to a Google Group email address. Chrome apps and extensions can be force-installed on Chromebooks in your education domain. G Suite Add Ons. Add-ons are additional features created by third-party developers who identify needs and address them using the open infrastructure of G Suite. Add-ons are created using Google App Script, a coding language based on JavaScript syntax. Don’t worry, while you may have to know code to write an add-on. The best add-ons are designed to be easy enough for anyone to use. App Script provides a great opportunity to work on real-world problems and to solve them using G Suite. There are three separate sets of add-ons that are each related to a different core product in the G Suite for Education suite (Docs, Forms, and Sheets). Add-ons make many things possible, including:

  • Mail merge
  • Automatically creating quizzes from documents
  • Automatically grading quizzes using Google Forms
  • Providing individualized feedback to students more easily
  • Creating citations and bibliographies
  • Distributing documents and folders to students more quickly

Create Personalized Documents

Autocrat is a document merge add-on that works from data stored in a spreadsheet and merges it with a template that is saved in Docs. Start with a Google Doc and design it as you wish. For example, you can create a certificate of completion for your student readers. You can use G Suite and add-ons to make this process easier. After assessing basic, core knowledge using Google Forms, we can perform more elaborate assessments using rubrics and can even provide narrative feedback to our students. Explore the following add-ons for assessment and consider how you might be able to use them:

Flubaroo is my favorite Add-on to use for quickly grading student quizzes that I’ve created in Google Forms.  I love SuperQuiz as a way to grade quizzes using Google Forms. In addition to the basic grading functions, SuperQuiz provides individualized feedback to each student based on their performance. Doctopus is my Google Docs photocopier and enables me to manage and assess class projects using Google Drive. Goobric is a Chrome Extension that extends the functionality of Doctopus and makes my assessments that use rubrics a breeze. DocAppender takes information submitted in a Google Form and append it at the bottom of a Google Doc. Slide Apps can you not find add-ons for

Add-ons extend the functionality of G Suite. Add-ons are created using Google Apps Script which is based on JavaScript, provides a way for students with a coding interest to create their own Add-ons. When you come across something in a G Suite App that you’d like to do search the help center to see if you can do it using the core functionality, search the add-ons menu for an add-on that might, search the web for ideas, and search the Chrome Store for an extension that might. To enable people to make appointments when you use appointments slots you have to share the URL of your appointment page. How does your appointments page view differ from a normal public view of a Google Calendar?

There are buttons to book an appointment slot. Background image labs can be used to customize your Google Calendar. A colleague has included you on an email that is irrelevant to you, but it continues to come to your inbox because people are using the Reply All button when responding. You want some peace and quiet. What can you do to quiet message notifications coming in? Select the message and use the m keyboard shortcut. You can use add-ons for Forms, Sheets and Docs to grade quizzes, create a table of contents, mail merge, and change the response choices on a multiple choice form question. Add the Save to Google Drive extension to your Chrome browser to save a website as a PNG, Google Doc, or an HTML file. GeoGebra Chrome apps under the Academic Resources category will run offline and also works with Google Drive.

To color every other row of a Sheet use the ‘modulo’ function, which finds the remainder when dividing two numbers. =mod(row(),2)=0 will find the current row number and divide it by 2. Even rows with a remainder of 0, satisfy the condition and their color will change. Now when you add more students to that spreadsheet, you don’t need to throw all your brilliant design work off. To highlight a whole row if the value in column B is “Late,” select all rows and try this custom formula =$B1=”Late”. Consider using this for keeping track of permission forms that have not been returned on time. Conditional formatting is used to color code cells based on their contents.

The =sparkline Google Sheets Function creates line graphs and different types of bar charts right in the cell of a spreadsheet. Custom functions can be used for conditional formatting. Apply conditional formatting to a cell by date, by text contained in the cell, and by a number in the cell. You can create types of charts like

  1. PIVOT TABLE –  a convenient tool to compare various aspects of a data set and are typically built to summarize data numerically. For example, a teacher might give a quiz and organize the results by grade level, class period, or any other criteria she chooses. Pivot tables are another tool that provide a dynamic interface for working with large data sets, including the ability to create custom calculations. These tables draw results directly from the original data and therefore always reflect the current information. Whether by date, score, grade level, or year, users can quickly switch the inputs and axes of the data being analyzed. LEARN HOW here. A pivot table be applied to: Student Names, Assignment Dates, AND Assignment Scores. The Unique Advanced Google Sheets function gives you a list that removes all duplicate values. With conditional formatting, teachers can alter the cell color based on the value for: Text, dates, and numbers.
  2. Motion Chart – an effective way to visualize substantial amounts of data. It adds the variable of time to standard education data points. This allows teachers to visualize and track student results with animated charts that compare two or more data points over time. There is a play button and the data points move as time passes. A motion chart relies on Time to add animation to a data set. A Motion chart, which adds the dimension of time to a range of scores, creates an elegant representation of the progress of a large number of students. This animated chart displays the grade level or score by student and shows their growth over time. The motion of the colorized data points uncover academic trends over years that would be incredibly difficult to replicate with raw numeric scores. LEARN HOW here. What is the name of the chart that applies time to additional categories in a dynamic graphic display?—-> Motion Chart
  3. Radar Chart is a useful tool for teachers to compare individuals to a larger group, such as a class or the entire school. The data is displayed such that spokes of the chart represent individual variables while still showing the entire data set. LEARN HOW here.

=count function will give you the total number of times a value appears if it meets certain criteria. The options to summarize data in a pivot table report include: =sum, =counta, and =average. If you change the sort or filter criteria in a filter view everyone viewing that Sheet will also have their data sorted or filtered. False

The 25 students in your class have used a Google Form to give peer feedback on presentations that they are doing. The questions are based on a rubric that you created. The first question asks, “Who is presenting?” and there is a dropdown list of all students in the class. The other questions are based on the rubric. After the class you want to see all the feedback that was given for Jimmy Wong. The responses for “Who is presenting?” are listed in column C on the Form Responses sheet. Columns D, E, and F have the peer feedback. Select the formula that could be used to show only the peer feedback from columns D, E, and F for Jimmy Wong.

=filter(D:F,C:C=”Jimmy Wong”)

Plan your Google Classroom

  1. Write an overall structure for your Classroom with a Name and section
  2. Brainstorm a list of things you want to share on your About page: Syllabus, Class photos, Introductory videos, and Class rules.
  3. Write down your default rules for the Stream: Purpose of the Stream, What sorts of things will be posted and who can post?, How you encourage the outcomes you want?, and How you will know you’re being successful?
  4. Write down a list of the external resources you will be using, and how they will integrate with your classroom such as Khan Academy

With Classroom, you can use assignments to detail which activities in an external site students should complete, use the Share to Classroom button to give your students a recent news article that corresponds to a lesson, and link content from external sites directly into the Stream. Who you should let post on your stream of the Classroom Stream will depend on your instructional goals for the Stream. You can include Introductory video, Class description and Syllabus Links to the 3rd Party Sites about page.

A blog is a webpage whose main content consists of posts listed in reverse date order. Blogger is Google’s easy-to-use blogging platform. This Blogger Getting Started Guide will help you create a blog and start publishing to the world in minutes. As you get started, it might be helpful to think about the different ways you can set up Blogger blogs. Some common setups that educators use include: One blog with the teacher as the sole author, One blog with a team of teachers as authors (each team member can create posts), One class blog that includes all students as authors, Every student has their own personal blog, photos can be stored in Google+ Photos, videos in YouTube, and documents in Google Drive. You can then link or embed them in a blog post. Your blog can be public and searchable by Google, your blog can be unlisted so that people need the link to view it, and your blog can be private and you can invite specific people to view it.

You can use tablets to make a blog post on a Blogger blog. Not all blogs are public to the world. You can include Photos, YouTube video, Text, and Links to websites in a blog post. Teachers, Students, and Administrators can all be blog authors. What can you insert Images, Tables, and Drawings into your syllabus to make it more engaging. The Paragraph styles formatting feature allows you to not only style text consistently, but also create links within a Google Doc? Inserting a comment and mentioning their email address with a +you notify people of changes to your document? Using the File > Email collaborators option. One of the easiest ways to host student work is using Drive. With Drive you don’t have to worry about running out of space, as it has unlimited storage for G Suite for Education accounts.

A Google Site is made up of pages; the three main types you might use are plain Webpage, Announcements (like a blog page) and List Page. You can read a description of each page type here. Understand why you are making the site and what content will go on it. What is the structure of the site? What pages will go on it? Welcome Page. Ratios and proportions

  • Equivalent ratios project
  • Rate of change activity
  • Operations with decimals
    • Multiplying and dividing decimals explanation video
    • Maps with decimal distances
  • Other Units
    • Sample projects
    • Sample activities
  • What type of media do you need to gather?
  • How will you get people to know about your site?

Before creating your Site, organize your structure in a page tree. Add pages and subpages as needed:

  • Welcome
  • Unit 1
    • Project A
    • Project B
  • Unit 2
    • Project A
    • Project B

Google Sites, like Drive documents, can be set by the user to be private or public. Which of the following is a way to set up Blogger in your classroom? Teacher is the sole author. Students can leave comments. Teacher and students can all be authors. Students are authors each with his or her own blog. A team of teachers that are all authors on one shared blog. Using a Google Doc as a class syllabus You can collaborate with a teaching partner to create a shared syllabus and you can share your syllabus with the world. Students create a digital portfolio To reflect on their learning, to collect evidence of learning, to use in a college application, and to share with family. You would use with a Google Sites URL because it creates a short URL that is easy for students to type into the address bar. Student work can take many forms. When students include documents, videos, and other media in a Google Sites portfolio, best practice indicates they should put that media where? In Google Drive, On YouTube, and In Google Photos. Google Slides are capable of transforming learning by: Enabling students to collaborate, share, and create interactive learning experiences that weren’t possible before. You can add A link to a form and instructions to guide completion of a creative piece of work  to a slide to make it interactive? When having your students create with Google Slides you should always: Offer choice, give authentic purpose, and encourage collaboration which showcases greater depths of knowledge. Using Google slides interactively in the classroom benefits learning in all of the following ways by It builds community among classmates, It can develop critical thinking and encourage greater depths of knowledge, It engages students for active learning rather than creating passive intakes of information.Use interactive videos allow viewers to:

  • Follow the instructions of a prompt within the video
  • Answer critical questions
  • Access additional information

Interactive videos create a powerful learning experience in which the viewer actively participates. Educators are able to:

  • Create a higher level of engagement with content
  • Allow students to have ownership over the learning process
  • Provide access to additional content to further their learning

There are five different types of annotations to choose from: speech bubble, spotlight, note, title, and label. All annotations besides titles can become links. Once you’ve chosen your annotation, you will have editing options underneath the Add Annotation button. This is where you can change the size, color, or background color of your text. Cards are an additional option for adding interactivity into your video. Cards are teasers that combine a title, image, and text for a different video or website at a designated time. If viewers click this teaser they are taken to the new video/website. Cards are basically the next level of annotations and they are optimized for tablet and smartphone users. What options in the YouTube Editor allow interactivity to be added to videos? Select all that apply. Annotations and cards. Cards can be accessed throughout an entire video. Labels, Speech Bubbles, and Spotlight of annotation all can be linked. A HyperDoc is an interactive Google Doc that guides students through innovative and inquiry-based learning lessons using directions, graphic organizers, links, and possible collaboration. The learning can be made to be self directed, and students can work at their own pace. Check out how one teacher is using interactive Google Forms to differentiate the learning in her room in this blog post. Google Docs can be used to guide students through an interactive, self-paced learning activity. Google Docs, Slides, and Forms can be turned into an engaging and interactive learning experience by using: Links to other places in the file and Links to outside Google tools/resources. A differentiated learning path that meets the individual needs of students. Google Forms can be used for the following: A way to collect data, A ‘Choose Your Own Adventure’ story, A differentiated quiz/review activity, and A guide for students as they work through an interactive learning activity.

As educators, we need to work as a team, and we need to access resources to Bring teachers with a variety of experience levels together, allow teachers to utilize each others’ strengths and accommodate weaknesses, drastically increase the supply of ideas and resources, and create a community that reaches beyond the classroom walls. two quality sources: Khan Academy and Gooru. A very popular, high-quality source is Khan Academy, which provides both content and interactive practice and assessment for a huge number of topics.

Gooru is a quality source that allows teachers to search a collection of user-created content for education. It also has insightful information on its About page. Quotes like “Join us in honoring the human right to education,” and, “We are dedicated to engaging a community to personalize learning with technology and help students reach their full potential,” help us know that this site has a powerful focus on education and that teachers are co-creators of the site’s content. We can also watch a video explaining how the site personalizes content for students. This is just the beginning of Gooru’s About page, and we already get a strong feeling that this is a quality source.

I found videos on YoutubeEDU, Khan Academy, Gooru, LearnZillion, EDpuzzle, Zaption, and more! All of these organizations work to empower teachers to share their knowledge through video instruction and therefore enrich the classrooms of other teachers around the world. These resources made flipping possible. Social bookmarking can be helpful to teachers because it: Allows them to see what other teachers are bookmarking Helps organize bookmarks Makes it so a bookmark is never lost. Khan Academy offers users: Video-based instruction, Practice problems, The ability for teachers to assign content, and A way for teachers to collect student data. Gooru allows teachers to customize other teachers’ collections of resources.

True. Lesson characteristics such as Interaction, Self-direction, Combining multiple apps (if helpful), and access to outside resources through links will increase student engagement? (Select all that apply.) Mr. James could create a HyperDoc that guides students through an activity, linking students to additional resources and activities as needed. What makes a Doc a HyperDoc? Links to other apps and Graphic organizers to organize thinking. Images and linked videos. Using Google Forms as ‘Choose Your Own Adventure’ activities can be a little complicated the first time you do it. Your form has to have which of the following settings for this type of activity? At least one multiple choice or list question type and Page breaks.

interactive videos are more powerful and engaging than static videos because they have The ability for students to interact with the content, Students can further learning by accessing the linked content, and Students have choice in the learning process. When utilizing interactive slides in the classroom, it is important to shift students from consumers of information to creators of content. When looking for content to send to students, Mr. James can use The Google Play Store to personalize student learning by: Sending content to students based on learning needs, Sending level-appropriate books for readers, and Sending content to specific groups or individuals. Mr. James benefit from finding other, high-quality sources to use in his classroom? His students could access information from around the world. He might find content from an expert in an area that’s unfamiliar to him. His number of resources increase dramatically, so he can choose the best possible lessons for his students. Get ideas from Google+ Communities (that have the specific purpose of connecting educators) such as Connected Classroom and use Hangouts on Air to meet different people around the world. Connected Classrooms has a G+ page with past events that might inspire you to host a Hangout On Air of your own. Or perhaps one of the recordings would be great to share with your class. The Google+ Community, Mystery Location Calls, is also a great resource to see if someone would be able to do a mystery hangout with your class. This format makes students guess the location of the other class with yes or no questions.


A video-based Google Hangout is not broadcast publicly, does not save, and is not visible to anyone outside of the participants. Google Hangouts On Air are live and are publicly shared on your YouTube channel and your Google+ page. You can invite participants and other viewers and the recording is saved to your YouTube channel as well. What are a few ways to find someone to connect with your class? Google+ communities such as Connected Classroom, Personal Learning Network, Friends, family, or acquaintances that have the right background, and people in your community. You need to have a Google account set up for Google Hangouts to work. One best practice for hosting a Google Hangouts On Air is Checking media permissions for student participants. All participants know how to join the Hangout, An outline or agenda for the Hangout, and A quiet location with good lighting makes for a successful Hangout? Google’s Cultural Institute is a set of projects aimed to make the greatest cultural artifacts in the world accessible to all. It is comprised of the Art Project, Historical Moments, and World Wonders.

The Art Project is an amazing collection of the world’s museums and galleries, all built on Maps. Historical Moments takes a unique look at significant human events in history through interactive stories comprised of documents, videos, and personal accounts. The World Wonders project brings to life the modern and ancient wonders of the world using Google Street View technology.

Virtual Tour idea!!!!!!

The best place to begin your journey is My Maps. With My Maps, users are able to plot points, draw shapes, create layers, measure distance, and collaborate with other Maps users. Start by having students create a map of destinations that relate to places they’d like to visit later in life.  Next, experience what a virtual tour can look like with Google Tour Builder. With this, you can create maps and add in text, photos, and videos. Try creating a virtual tour of elements from a recent or current text that has been in your classroom. This guide can help you construct a map that includes engaging multimedia elements to reach all levels of learners. If you’re looking for more areas in which Maps can assist you, review the content found on the Google Earth education page.


The Street View Google Maps feature allows you to view an area at ground level. Students can build virtual tours using tour builder. My Maps allows students to plot their own points on a Google Map. Here are a few Google Earth resources to help you get familiar with the program before you apply it in your classroom:

This lesson looks at using Google Earth through the lens of Google Lit Trips, education experiences created by the non-profit GLT Global ED. Through this we will see how we might take this powerful teaching strategy and apply it to various parts of our curriculum.

This teacher figured out how to leverage a tool to make literature come alive for his students. Google Earth takes students on a journey with the characters. This teaching strategy can be applied to many areas of your curriculum. The idea is to get students inside and interacting with the content.

Watch this video by the creator of Lit Trips, Jerome Burg. If you are happy with what you’ve created, why not submit your experience to GLT Global ED to become a formal Google Lit Trip? Google Earth allows teachers and students to Insert placemarks around the world, Insert text, images, and videos into the placemark balloons, Explore underwater, and follow a given path

  • At the beginning of study – to ignite interest (i.e., visiting Romeo and Juliet’s Verona as an activator before reading the play)
  • In the middle of study – to provide clarification / deeper understanding (i.e., visiting Verona mid-reading to provide context, deepen understanding)
  • At the end of study – to apply / extend learning (i.e., visiting Verona after reading so students can find and point out features on their own.)


Google Expeditions Lesson Plan Template



Number of Students:



Essential Question:

Guiding Questions:


Place in Unit of Study (circle one): Beginning / Middle / End

Grouping (circle one): Whole Class / Small Group

Selected Expedition:

Selected Points of Interest:

Additional videos / resources:

Discussion Questions:

Student Activity (How are students building background knowledge to prepare for the expedition?):

Discussion Questions (include related points of interest, if applicable):

Student Activity (How are students recording and processing what they learn from the expedition?):

Discussion Questions:

Student Activity (How are students synthesizing and analyzing what they learn from the expedition?):

What additional learning / inquiry was inspired by what students experienced on this expedition?

Google Expeditions give the teacher Points of interest, Sample questions, and Information about the location. First determine the learning objective for the expedition and plan activities that link to the expedition for before and after the expedition itself. It’s a good idea for students to be engaging in a collaborative activity while going on the expedition. Google Hangouts Live On Air are live publicrecordings that can be saved to your YouTube channel for later viewing. While studying the Great Barrier Reef, students go underwater and explore different sections of the reef and as a writing prompt, the teacher zooms in on a certain area of the map and pulls up a picture. Students must describe the scene and tell a story of what happened are how you could use Street View in a classroom. KMZ files are used in Google Earth. Google Earth can be used in literary lessons to: Follow the journey of a character. Explore places described in literature. Interviewing the town Mayor about city government live from her office and posting the recording for other classes to view connecting several classrooms virtually for a book study.
Search tools you can use for Web results show you could use Hangouts Video Calls or Hangouts On Air?

Search tools will be different based on the type of results you’re looking at, but may include:

  • Publish date: Limit results according to when they were published on the Web.
  • Verbatim: Search for exact words or phrases.
  • Dictionary: Find definitions, synonyms, images, and more for your search term.
  • Private: If you’re signed in to your Google Account, you can see content that was shared with you on Google+ or Gmail.
  • Nearby: See results for your current location.
  • Videos: Filter by length of video, quality, and source, like
  • Recipes: Filter by ingredients, cook time, and calories.
  • Applications: Choose the price and operating system, or OS, for available apps.
  • Patents: Select a patent’s filing or publishing date, the patent office it was filed in, filing status, and type. You can also do a patent search directly at

Search tools you can use for Images results

  • Size: Pick among large, medium, or icon, or set the exact dimensions.
  • Color: Find images of a certain color, black and white, or transparent.
  • Type: Only see images that are faces, photos, clip art, line drawings, or animated GIFs.
  • Time: Find a photo that was recently published, or published on a certain date.
  • Usage rights: See photos that you can reuse or modify. Learn how to find content to reuse.

Advanced Search filters you can use


  • Language
  • Region
  • Last updated date
  • Site or domain
  • Where the search terms appear on the page
  • SafeSearch
  • Reading level
  • File type
  • Usage rights (find pages that you have permission to use)


  • Size
  • Aspect ratio
  • Color
  • Type (face, animated, etc.)
  • Site or domain
  • Filetype
  • SafeSearch
  • Usage rights (find images that you have permission to use)

Search operators

You can use search operators and other punctuation to get more specific search results. Except for the examples below, Google Search usually ignores punctuation.

Punctuation & symbols

Even though you can use the punctuation marks below when you search, including them doesn’t always improve the results. If we don’t think the punctuation will give you better results, you’ll see suggested results for that search without punctuation.

Symbol How to use it
+ Search for Google+ pages or blood types

Examples: +Chrome or  AB+

@ Find social tags

Example: @agoogler

$ Find prices

Example: nikon $400

# Find popular hashtags for trending topics

Example: #throwbackthursday

When you use a dash before a word or site, it excludes sites with that info from your results. This is useful for words with multiple meanings, like Jaguar the car brand and jaguar the animal.

Examples: jaguar speed -car or pandas

When you put a word or phrase in quotes, the results will only include pages with the same words in the same order as the ones inside the quotes. Only use this if you’re looking for an exact word or phrase, otherwise you’ll exclude many helpful results by mistake.

Example: “imagine all the people”

* Add an asterisk as a placeholder for any unknown or wildcard terms.

Example: “a * saved is a * earned”

.. Separate numbers by two periods without spaces to see results that contain numbers in a range.

Example: camera $50..$100

Search operators

Search operators are words that can be added to searches to help narrow down the results. Don’t worry about memorizing every operator, because you can also use the Advanced Search page to create these searches.

Operator How to use it
site: Get results from certain sites or domains.

Example: olympics

To get results from multiple sites or domains, combine with OR.

Example: Olympics OR

related: Find sites that are similar to a web address you already know.


OR Find pages that might use one of several words.

Example: marathon OR race

info: Get information about a web address, including the cached version of the page, similar pages, and pages that link to the site.


cache: See what a page looks like the last time Google visited the site.


Note: When you search using operators or punctuation marks, don’t add any spaces between the operator and your search terms. A search for will work, but site: won’t.

Search Tips

Get the most out of Google Scholar with some helpful tips on searches, email alerts, citation export, and more.

Finding recent papers

Your search results are normally sorted by relevance, not by date. To find newer articles, try the following options in the left sidebar:

  1. click “Since Year” to show only recently published papers, sorted by relevance;
  2. click “Sort by date” to show just the new additions, sorted by date;
  3. click the envelope icon to have new results periodically delivered by email.

Locating the full text of an article

Abstracts are freely available for most of the articles. Alas, reading the entire article may require a subscription. Here’re a few things to try:

  1. click a library link, e.g., “FindIt@Harvard”, to the right of the search result;
  2. click a link labeled [PDF] to the right of the search result;
  3. click “All versions” under the search result and check out the alternative sources;
  4. click “Related articles” or “Cited by” under the search result to explore similar articles.

If you’re affiliated with a university, but don’t see links such as “FindIt@Harvard”, please check with your local library about the best way to access their online subscriptions. You may need to do search from a computer on campus, or to configure your browser to use a library proxy.

Getting better answers

  • If you’re new to the subject, it may be helpful to pick up the terminology from secondary sources. E.g., a Wikipedia article for “overweight” might suggest a Scholar search for “pediatric hyperalimentation”.
  • If the search results are too specific for your needs, check out what they’re citing in their “References” sections. Referenced works are often more general in nature.
  • Similarly, if the search results are too basic for you, click “Cited by” to see newer papers that referenced them. These newer papers will often be more specific.
  • Explore! There’s rarely a single answer to a research question. Click “Related articles” or “Cited by” to see closely related work, or search for author’s name and see what else they have written.

Google Scholar library

Google Scholar library is your personal collection of articles. You can save articles right off the search page, organize them by topic, and use the power of Scholar search to quickly find just the one you want – at any time and from anywhere. You decide what goes into your library, and we’ll keep the links up to date. You get all the goodies that come with Scholar search results – citing articles, related articles, formatted citations, links to your university’s subscriptions, and more. Best of all, it’s easy to quickly fill up your library with the articles you want – with a single click, you can import all the articles in your public Scholar profile as well as all the articles they cite.

Set up your library

See suggested content

  1. Open a document in Google Docs.
  2. At the bottom right, click Explore .
  3. You might see images or information you can use to help finish your work.
    • Topics: To see search results for topics related to your document, click the title.
    • Images: To preview an image, click the image. To use an image, hover over the image and click Insert .
    • Related research: You’ll see research related to what’s in your document. To add a quote, hover over the text and click Insert .
    • Citations: To add a citation from the web, hover over the search result and click Cite as footnote . To set the citation style as MLA, APA, or Chicago, click More .

While Google Search is a fantastic tool for searching the Internet in general, sometimes you need more tailored help when working on projects and gathering information. You can use some Google’s specialized search tools to find the information you need.

Google Maps – Searching for cities, countries, and street addresses is well known to Google Maps users. However, you can also search for key terms like “museums.” Once your search results come up you can filter by ratings that have been left by other Google Maps users. You can even find directions and traffic reports from a general area.

Google Trends – Keeping up with current events may be part of your class. If so, you can learn a lot about what’s happening by looking at what people are searching for. Google Trends is the perfect tool for this. Categories such as YouTube videos, charts, search terms, and even geographic locations highlight what is popular on the Internet. Change the location selector to see the world from a different point of view.

Google News – Google News brings you the latest news on topics from around the world – a great resource for debates, forensics, or just keeping up with what’s going on. Top news stories are listed and there are category filters for you to personalize your results to the topics that interest you.

Google Books – Sometimes your students may need to quickly reference part of a book that isn’t in your school library. Google Books allows you to search for books you may want to purchase or that are freely available on the Internet.

Google Finance – Economics and social studies courses may benefit from keeping abreast of the latest in financial news. You can also track the latest stock prices to update the rankings in the ‘stock market game’ that many high school students take part in. They can even create their own portfolio and see the latest news and research.

Google Alerts – Google Alerts brings the latest of the web right to you. You can set up custom search terms and whenever a website, blog post, or news article matches the phrase you’ve set up you will be alerted via email. Students sometimes use this to monitor their own digital footprint because they are alerted if their name ever pops up on the web.

ive basic practice tasks that can be found in places like A Google a day or Dan Russell’s search blog full of weekly search tasks, Search Research. Google Search Quest is quick protocol to insert at any time in your class.  They can range from an engaging game, exit ticket activity, class warm up, extra credit, or even a smaller portion of a larger assignment.  Below is a template that you can use to plan your search quests. You might find some of these resources helpful in planning your search quest. Start with the A Google a Day site for examples of engaging search tasks.


Title URL
A Google a Day
Search Research
Advanced Search Web Filters
Search Operators


Advanced search options include Filter by language, Filter by date, and Filter by filetype. Not filtered by usage rights, Free to use or share, and Free to use or share or modify even commercially  are all “usage rights” options. Select a current event that is receiving a lot of media coverage and write a short summary of it. Then have them curate resources that help them understand the event by inserting links to sites that go into more depth on a particular aspect of the story. Finally, ask them to use to find newspapers from other countries and gain an understanding of how other countries portrayed the same event. They can translate the articles from non-English-speaking countries by using Google Translate.

You can select from a range of different citation formats in the Research tool including: APA, Chicago, and MLA. Google Translate works in Google Docs. It’s possible to both insert a link to a resource and cite web results using the Research tool. The Research tool makes it easy to filter image results based on usage rights. Articles “with all the words” and articles “with terms in the title.” Which of the following is an advanced search feature in Google Scholar. Google Scholar search results: Students can save searches to their library, Quick searches for any article can be done by related articles or cited articles, and By clicking on the author’s name, users can find search results by just that author.

The Google Scholar Research tool is available in Google Drawings and Slides. Dan Pink defines the three keys to being motivated in what you are doing as Mastery, Autonomy, and Purpose. Independent learners experience all of these as they seek out lines of inquiry and master associated content. To see how others are accomplishing this, check out 20-Time in Education or Genius Hour Resources. Creating a classroom filled with independent learners gives the benefits of students feeling connected to what they are learning and feeling empowered to find answers to their questions. Dan Pink defines the three important factors in being motivated as Mastery, Autonomy, and Purpose. YouTube is a fantastic resource to utilize in education as it allows users to curate information and seek answers. Empowering students to search, browse, and explore effectively may have the following benefit(s) in your classroom: (Select all that apply.) Students will be able to find answers to their questions quickly. Students will understand ways they can seek assistance beyond their teacher.  How can you implement an inquiry approach in your classroom? Allow students to choose what they want to learn. Teach students how to search effectively. You’re building a resource toolkit for your students to find the best published research on scientific topics. Google Scholar and The Research Tool are tools that you would recommend for the academic term paper they have to do this semester? What is one of the biggest shifts that must occur in the classroom in order to develop independent learners? The teacher must not be the first place a student looks to for answers. When designing an online discussion activity for students, what is the first step in the planning process? Define the learning goals. Synchronous online discussions are those that require participants to be online at the same time (i.e. video chats). Google Hangouts are: Online text chats and Online video chats and Google Classroom allows teachers to post announcements to the Stream.

  • Blogger: Traditionally, writing that happens in class is solely between the student and the teacher. As soon as you share writing with a larger audience, the process changes. That’s what Blogger can do as a writing platform.
  • YouTube: YouTube is an ideal place to host the video content that students are creating. Investing in creating a channel allows students to have a professional video presence and build an audience of followers to share their work with.
  • Hangouts On Air: Students can use Hangouts on Air to broadcast their conversations and presentations on YouTube so that anyone can watch. There are even audience participation features such as Q&A and an Applause App.
  • Personal Website: Nothing beats the ease of public access of a personal website: It’s a place to present and share student work that does not require users to have an account with a specific platform.


YouTube channels have Customizable look and feel (colors, layout, etc.) and the Ability to organize your Youtube content for others to view. Ability to organize/present Youtube content for others to view. Google Hangouts On Air allow for an unlimited number of people to watch a Hangout. Google Sites can most easily pull in content from just about every other Google product? Which of the following can be used to gather numeric data on student views? Google+ Polls and Google Forms. Student-created videos can be shared using: Google Sites, YouTube, and Student discussions can be facilitated through Google Groups.

Hackathon Stages

  • Developing an agenda
  • Collecting or brainstorming problems
  • Pitching problems to be solved
  • Formulating the solution
  • Presentation of solutions

This may be new to you so here are a few more resources that might help you get going:


You can use Google+ to create an online social media community. The easiest way to gather information from your community members is to create a: google form AND Hangouts On Air can be used to host a live Q&A event. The maximum number of editors on a Google Doc is 50. You know that having students discuss the materials they are learning is one of the best ways to have them contextualize, understand, and apply what they know. You’re ready to take it to the next level by driving the discussion online, and Google Groups seems to be a good choice. The department chair asks you why you’re using Groups. Which of the following are reasons to use Google Groups rather than Google Classroom? (Select all that apply.)

Groups are not time bound so you can use the same Group for future classes. Classrooms will likely change with each class.Tou can have posts sent directly to your email with Groups and you can reply via email as well. Getting feedback and input from the public is important in giving students a voice. Some tools are much better to use in this case than others. Which of the following can be used for audience participation? YouTube, Hangouts on Air, and Blogger. To create promotional videos for your community event, you could consider using which of the following tools: Hangouts On Air and YouTube Editor. Video Hangouts are a great option for holding synchronous discussions, but there are other tools, too. Consider Google Classroom, Chat Hangouts, and Google Groups. Place them in order from most to least effective when trying to hold synchronous discussions.Chat, Classroom, Groups. Using the “comments” feature in Blogger can be a powerful tool for students to give and receive constructive feedback. To make sure all feedback is appropriate and not spam, what are your options to moderate comments? Opt-in to approve each comment before it’s posted by receiving an email notification. Require “word verification” before a comment can be posted. Google+ Communities can be restricted to your domain is one benefit of using a Google+ Community rather than a Blogger blog to promote discussion inside your school community?



From 2011 to 2013, smartphone adoption in the U.S. grew from 36% to 61% (source). And tablet owners grew significantly. 4 in 5 consumers use search engines to find products, services, or experiences nearby. 84% use search engines on their computer or tablet and even more (88%) do so on their smartphone (source). Retailers are waking up to the power of capturing mobile demand. According to Digby 70% of top retailers now offer mobile apps. Further research indicates that 78% of fast food chains, 75% of casual dining brands, 77% of big box retailers, 59% of specialty stores, and 58% of grocery stores have mobile apps (source). You can use the Consumer Barometer to understand the multi-screen world, the smart shopper, and the smart viewer, and share the graphs or export them as GSVs or PNGs. “The Multi-screen World, The Smart Shopper, and the Smart Viewer can be used to undersatnd the customer journey. 68% of mobile searches occur at home(source). W88% of clicks on mobile search ads are incremental to organic clicks. In certain industries, this figure can be as high as 97% (source). 80% of smartphone users use mobile phones for shopping research, and 80% of those shoppers do their mobile research in store (source).


The use of mobile phones in stores has led to the phenomenon of “showrooming,” which turns brick-and-mortar stores into showrooms for products that are then purchased online or via mobile. Mobile can help you promote your app, drive calls to your business, drive online leads or sales, drive in-store sales, and help you build awareness. Apps offer unique ways to engage with your best customers, including connecting through social and gaming. They can also aid the offline experience,  driving e-commerce and loyalty. The biggest challenges of promoting an app are driving discovery and installation, driving engagement, and driving conversion of your most valuable customers. For many businesses, re-engagement is fundamental

  1. More usage (since you monetize by serving ads in your app, like a traditional media publisher)
  2. More brand awareness (e.g., for key brands, driving continued awareness of the parent brand or specific product launches)

The key is identifying whom you want to re-engage and deciding how you’ll do it. app indexing,  deep-linking, formats and targeting that are optimized for re-engagement. The easy-to-use remarketing lists leverage YouTube (videos watched), Google Play (automated), and Google Analytics (user segmentation), along with first- and third-party data.

  1. Build remarketing lists: Define in-app triggers (e.g., dropped out of purchase flow) or key segments (e.g., lapsed users) to target

  2. Do proactive outreach: Consider available channels (e-mail, app push notifications, back of register tape, in-app) to re-engage

  3. Offer something unique: Provide a unique experience (in-store reward, exploding offer, or discount)

  4. Deep-link: Develop your app so it directs people into deeper, more targeted sections

  5. Track: Measure everything beyond installs to understand your most valuable customers and their behaviors (subscriptions, retail purhcases, etc.)

Mobile app revenue comes from in-app purchases. Measure the lifetime value (LTV) of your users with Google Analytics. AdWords lets you track conversions with a  codeless solution, use conversion tracking, and target cost-per-action (CPA) optimization. You can also identify and target customers based on segments.


  • Creating a seamless checkout: For in-app purchases or e-commerce, make checkout a breeze (e.g., log-in/pay button, fewer clicks and fields, 1-click purchase)

  • Tracking purchases: Measure each customer’s (or segment’s) lifetime value and shopping behavior by monitoring conversions

  • Offering something unique: Consider reputable third parties that can help with more-complex tracking/reporting (e.g., x-device, x-platform). Drive specific conversions (e.g., camera, location, QR codes, alerts, offline)


Consumers want a choice in how they reach your business — sometimes it’s easier to call. Consumers are calling more frequently than ever Don’t miss out on the demand for calls; they can generate sales and real results for your business Using seo keywords/search ads and then using retargeting ads to lower CPA. Call extensions give you the ability to dial a number and should be used if you want to focus exclusively on driving calls. Call-only ads are a great option for advertisers with no mobile site or low mobile conversion rates. Google forwarding numbers enable rich call reporting. Calls are seamlessly routed through a dynamic number (different for every campaign, ad group, ad, and keyword). Your phone rings normally but the forwarding lets you:

  1. see which keywords, ads, ad groups, and campaigns might be driving calls to your business
  2. understand your return on investment (ROI) and make better-informed decisions about your ad spend
  3. use flexible bid strategies (such as target CPA and target ROAS) that automatically optimize campaigns according to your business goals

You can see all the calls your ads drove to your business, including when they were made, whether they were connected, their duration, and their area code.  Count conversions from cross-device sessions, calls sourced from click-to-call actions, in-store visits, and purchases facilitated by store locator searches from smartphones, and those from your mobile app. Target consumers at the right locations, Drive them to your business with the right ad, Measure the offline impact of your online spend, and Optimize for omnichannel performance.

Use location bid adjustments to reach people nearby. If a mobile user is near your store, use location bid adjustments to raise bids by a percentage that you’ve pre-set. This gives your ad a higher rank and more visibility with these people. Relevant ads can show on Google Maps when someone does a search. They show on both desktop and mobile, and include a title, text, and link for directions. Location extensions let prospective customers instantly get directions to your business or make a call from your ad. They give mobile users extra information, saving them from having to hunt down details. With one click, they can find out how close your store is and also get directions. Image-based local inventory search ads tell people you’ve got what they want, and how close they are to your store. When a shopper clicks on your ad, they go to a Google-powered local storefront that displays other inventory and prices in your store, based on your local inventory data feed. It’s easy for a prospective customer to pop in to your store and pick up an item . . . and maybe more.

The AdWords geographic report can help you assess performance at different levels of targeting and identify location bid adjustment opportunities. You can see certain queries near your store, which can help you understand the offline impact. And you can use other tools, including store visits reporting and store transactions attribution, to help  determine how online ads lead to store visits and drive in-store transactions. When people are in your store, for instance, searching for a different color or size of an item, they can also view your local inventory in the local storefront, helping them shop inside your shop. Budgeting and bidding decisions must incorporate the value of consumers’ offline actions that were influenced by your online advertising. Omnichannel seeks to provide the customer with a seamless shopping experience. To optimize omnichannel performance: online, app, offline. Google My Businessis a good starting place. consumers do searches related to your business, they see your location, store hours, and phone number. If search gets you 2 offline sales for every online sale, and you’re not measuring that, you’ll undervalue your search spend. Your bids will be too low and you’ll leave sales and profits on the table — online and offline. In the long term, you won’t be able to compete with those who measure and bid based on a more complete picture

A recent study found that 56% of impressions aren’t even seen. With YouTube’s huge scale (it reaches more 18-34-year-olds than any U.S .cable network), you can quickly connect with your audience. Ultimately, there are 5 reasons: mobile reach, ad formats that drive engagement and value, campaign performance and tracking optimization, integration with Google Play for tracking and targeting, and inventory transparency.

Across the mobile landscape, Google has global reach:

  • Mobile app network with more than 650,000 apps (source)
  • Top mobile search engine
  • Mobile web display network with more than 500,000 mobile-optimized sites on the GDN (source)
  • Mobile video platform with half of YouTube views on mobile devices (source)
  • Mobile email client with Gmail

Measure mobile actions that users take (e.g., purchase, call, app download, directions) across channels (e.g., search, video, display, in-app), and across devices. Google lets you turn data into action with its bidding, targeting, and optimization tools. You can turn cross-channel and -device insights into bidding and optimization decisions.

  • Conversion Optimizer for apps: AdWords automatically takes into account dozens of signals (e.g., location, time of day, CTR, device) and adjusts bids accordingly across search and display inventory to help advertisers hit desired cost-per-install goals
  • Confirmed clicks: Google’s mobile display ads help prevent accidental clicks by verifying each person’s intentions before directing to the app download page
  • Automatic exclusions: Google’s mobile app promotion template ads are automatically excluded from showing to people who’ve already downloaded the app

Google Play, you get unique insights and custom targeting.

  • Similar app installers: Target users who’ve downloaded apps in the same category as yours (e.g, a hotel-finder app could target those who’ve already download travel apps)
  • In-app purchasers: Target users who’ve either paid for apps or made a purchase within an app (e.g., a gaming advertiser might target people who’ve previously spent money in game apps)
  • Codeless Android app install tracking: Google lets advertisers track their Android downloads without having to add code to the app

The best practices below are part of Google’s Best Practices Series,



Apps can offer features that mobile sites can’t, such as notifications, camera integration, and one-click purchasing.To that end, companies should develop their apps to enable “deep linking,” which makes it possible for online ads to direct users into deeper, more targeted sections of an app than the homepage. This can be an invaluable tool for engaging with existing app users and immediately driving them to new offers, products, or features that can be accessed or bought within the app. Select events that are likely to take place within a short time frame, such as 30 days, in order to identify valuable users early. Include actions focused on engagement, such as opening the app or searching within it, in addition to transaction-oriented actions.


Set your mobile bid based on the value mobile generates.

  1. From the Campaigns tab, click Segment and choose Device  
  2. Choose campaigns with enough data for consistent results (90 days/more than 20 conversions on both Mobile and Computer)
  3. Find Computer conversion rate and mobile conversion rate using Estimated Total Conversions column.
  4. Divide mobile conversion rate by computer conversion rate -1

For example:

  • Mobile conversion rate = 4.43%
  • Computer conversion rate = 3.96%
  • (4.43% / 3.96%) -1 = 0.118 = 12%

mobile bid formula:

Mobile bid = (mobile conversion rate / desktop conversion rate) – 1

  • Display Planner generates ideas for all the ways you can target the Display Network. Targeting ideas are based on your customers’ interests or your landing page. They include keywords, placements (websites, videos, mobile apps, mobile app categories), topics, interests (affinities, in-market segments), demographics (age, gender), and remarketing.

You can find the Display Planner under the Tools.

Keyword Planner

  • Search for keyword and ad group ideas based on terms that describe your product or service, website, or a product category related to what you’re advertising. You can also enter or upload a list of keywords. And you can multiply 2 or more lists of keywords to create a new combined list.
  • Get historical statistics on the number of times people have searched for a keyword or its competitiveness. Get traffic estimates, like how many clicks and impressions your keywords might get for given bid and budget amounts.
  • Contextual targeting: Match ads to sites or pages based on the keywords or topics you’ve chosen (automatic placements). AdWords analyzes each website’s content and theme, considering factors such as text, language, link structure, and page structure. Using these, Google determines the central themes of each webpage and targets AdWords ads to the page based on your keyword or topic selections and other factors, including pages a person seeing your ad has recently browsed.
  • Keyword targeting: Choose words or phrases related to your product or service so Google can automatically target your ads to relevant websites your customers visit on the Google Display Network ( automatic placements).
  • Topic targeting: Target your ad to multiple pages about specific topics at once. Topic targeting lets you reach a broad range of pages on the Display Network.
  • Placement targeting: Choose websites your customers visit on the Display Network where you’d like to see your ads. A placement can be an entire website or a subset of a site. Google looks only at your chosen sites (managed placements) when searching for relevant places to display your ads. Unlike contextual targeting (automatic placements), placement targeting doesn’t require keywords.
  • Audience targeting: Show your ads to specific groups of people as they visit Display Network websites and apps. You can reach people who’ve previously visited your site by creating a remarketing campaign, or by showing your ads to affinity audiences, in-market audiences, similar audiences, or other interests. For example, you can select affinity audiences to reach potential customers at scale and make them aware of your business. If you want to reach customers who are researching and actively considering buying products or services like those you offer, you can select in-market audiences.
  • You can also use “Other interests” audience categories to reach customers who may be likely to visit your site and who have interests that aren’t included in the affinity audiences or in-market audiences.
  • Device targeting: Choose to show ads to people when they visit Display Network sites only on desktop and laptop computers, only on iPhones and Android devices, or on all of these.


If your business sells Tshirts, you could add the keyword “buy tshirts” and the topic “Hobbies & Leisure > Special Occasions > Holidays & Seasonal Events,” and target your image ad to iPhones or Android devices. Then, when people on their phones visit sites on the Display Network that have information about buying costumes, Halloween or Mardi Gras, they could see your image ad.

Advanced targeting options

You can target specific operating systems, device models, as well as carriers and wireless networks with a “Display Network only” campaigns. Advanced mobile and tablet options aren’t available for other campaign types. Learn how to set up advanced targeting options.

Types of flexible bid strategies

Flexible bid strategy When to use it Where to apply it
1 Maximize clicks automatically sets bids to help you get the most clicks within a target spend amount that you choose

Flexible version of automatic bidding

When site visits are your primary goal

When you want to maximize traffic on long tail terms while keeping within a certain spend

Campaigns, ad groups, keywords
2 Target search page location automatically adjusts bids to help you get your ads to the top of the page or the first page of search results

New bid strategy

When you want more visibility on the first page of Google search results or in the top positions Campaigns, ad groups, keywords
3 Target outranking share automatically sets bids to help you outrank another domain’s ads in search results

New bid strategy

When you want more visibility than other domains in search results Campaigns, ad groups, keywords
4 Target cost-per-acquisition (CPA) automatically sets bids to help you get as many conversions as possible while reaching your average cost-per-acquisition goal

Flexible version of Conversion Optimizer

When you want to get the most conversions with your target CPA Campaigns, ad groups
5 Enhanced cost-per-click (ECPC) automatically adjusts your manual bid up or down based on each click’s likelihood to result in a conversion

Flexible version of Enhanced CPC

When conversions are the main objective, but you also want control over keyword bids Campaigns, ad groups
6 Target return on ad spend (ROAS) automatically sets your bids to maximize your conversion value, while trying to reach an average return on ad spend

New bid strategy

When you value conversions differently and want to meet a target ROAS Campaigns, ad groups, keywords

See which features are available by campaign type.

App remarketing lets you target people who’ve used your app. Showing app engagement ads announcing a new feature to people currently using your app.Reminding people who downloaded your app, but haven’t been using it recently. Encouraging people to upgrade to the latest version of your app. You can even segment your target audience based on past actions in order to enhance your ROI and relevance to users.

For example, an advertiser can show a particular ad to people who’ve made a purchase in its app. An app developer can promote a paid version of an app to users who’ve reached a certain level in the free version. And a store can promote boots to people who buy boot-related merchandise within its app.

To run a mobile remarketing campaign, you’ll need to set up a remarketing list. You can also incorporate usage data that lets you create remarketing lists based on how frequently a customer is using an app — and remarket based on this information. Reporting usage data on Android or iOS is possible using the AdWords Conversion Tracking and Remarketing SDK or the server-to-server solution.

Mobile display inventory is made up of two different ad networks.


  • AdMob Network- AdMob lets advertisers monetize apps and promote ads. App developers use the AdMob software development kit (SDK) to display ads in their apps. AdMob also has extensive mobile app inventory, giving AdWords advertisers access to a network of hundreds of thousands of mobile apps. You can use placement, app category, demographic, interest-based, and app remarketing targeting.
  • Mobile Google Display Network- The mobile Google Display Network is comprised of mobile websites and apps. You can use keyword contextual targeting (KCT), placement, topic, demographic, interest-based, and web remarketing targeting.



Call extensions Encourage phone calls to your business by showing your phone number on your ad. Display a clickable call button with your ad (on high-end mobile devices) and it costs the same as a headline click (standard CPC). For call-only campaigns, ads appear only on devices capable of making calls. You can set numbers to show only when your business can accept calls. You can count calls as conversions. Learn more about call conversions. Call extensions can typically increase clickthrough rate by 6-8%

Location extensions Show your business address, phone number, and a map marker with ad text. On mobile, they include a link with directions to your business. Clicks on ads with location extensions have a standard cost per click. Location extensions encourage people to visit you in person. You can link your account to Google My Business. On average, ads with location extensions have a 10% boost in clickthrough rate

This is a great way to provide access to your website as well as to your app. If your primary goal is to drive app downloads, app promotion ads (which link to apps exclusively) might be the better option.


Where mobile ads can appear Ad types
On mobile devices with full browsers,

such as smartphones or tablets

Within apps on smartphones and tablets
  • Text ads
  • Image ads
  • App promotion ads
  • Image app promotion ads
  • Video app promotion ads
Only on devices that can make calls
  • Call-only ads

Types of mobile ads

App promotion ads (formerly “click-to-download” ads) are the easiest and most effective way to drive downloads: much of the customization is done for you. You can run these ads across search and display using the App/digital content ad format. App promotion ads can be created in these types of campaigns:

  • Display Network: “Ads in mobile apps,” “Mobile app installs,” and “Mobile app engagement”

  • Search Network: “Mobile app installs” and “Mobile app engagement”

These ads are designed to show on devices where they’ll have the most impact. When you create a new campaign to promote your mobile app, your ads show only on phones and tablets (not on desktop computers). “Mobile app engagement” campaigns are a great choice for advertisers focused on connecting with people who already have their app. These ads can:

  1. Encourage users to try your app again
  2. Remind someone to open your app and take a specific action
  3. Help people complete an activity they already started
  4. Increase how often people use your app
  5. Recommend someone try out specific features or levels

Two useful tools in app engagement ads:

  1. Deep linking: A deep link takes someone directly from your ad to in-app actions with a click.
  2. Remarketing: Show ads to people who’ve visited your website or used your mobile app.

Mobile app installs

With “Mobile app installs” campaigns on the Search and Display Networks and “TrueView for mobile app promotion” on YouTube, you can create custom app install ads that run exclusively on phones and tablets. AdWords can help you create app install ads based on your app icon and reviews, and these ads can then take people straight to the app store to download it.


Campaign types

This chart shows how an advertiser could use a particular ad type and campaign type depending on their advertising goal.  

“Mobile app installs” campaigns “Mobile app engagement” campaigns “Ads in mobile apps” campaigns
Advertising goal Increase app downloads with ads sending people directly to app stores to download your app. Learn more Re-engage people who use your app with ads that deep link to specific screens within your mobile app. Learn more Show ads for your website exclusively in mobile apps. Learn more
Campaign type
  • Search Network campaigns
  • Display Network campaigns
  • AdWords for Video campaigns
  • Search Network campaigns
  • Display Network campaigns
  • Display Network campaigns
Available ad formats
  • App install ads
  • Image app install ads
  • Video app install ads
  • App engagement ads
  • Text ads
  • Image ads
  • App install ads

Google offers an array of flexible ad formats to meet advertisers’ brand needs such as  Lightbox, Viewable CPM, and In-app display.


Lightbox is a new cross-screen format platform designed mobile first. It renders beautifully on any screen, and optimizes for taps/swipes on mobile and mouse-overs/clicks on desktops. Viewability measures, in real-time and on an impression-by-impression basis, whether or not a display ad is rendered on screen and for how long. There are two distinct aspects of viewability at Google: buying viewable impressions on CPM for display ads and auction in-stream video ads for Google Video Network and YouTube inventory, as well as Active View reporting.

In-app display

  • If you want to experiment with advertising in mobile apps, simply track the performance of your ads that were placed in mobile apps through the Display Network. You don’t have to make any changes to do this: apps are part of the Display Network. Learn how to track the performance of ads in apps in targeting apps through the Display Network.
  • If you want to reach certain categories of apps, or you know the apps you want to target, you should create a Display Network campaign devoted to mobile apps. Learn more about these campaigns in reaching specific apps or app categories in the Display Network.
  • If you don’t want your ad to appear in apps:
    1. From the Display Network tab, go to “Campaign Exclusions.”
    2. In the “Placements” section, paste

Google’s video offering on mobile

  1. Video Masthead — Including optional interactivity; The mobile video Masthead is a home page ad similar to the desktop video Masthead in that the format is based on a YouTube video. It appears on the home page of all YouTube mobile and tablet properties, including the Android native mobile app, the iOS app, and for smartphones and tablets.
  2. TrueView in-stream ads — Skippable pre-rolls and mid-rolls, including optional interactivity features; TrueView in-stream ads run on videos served on YouTube watch pages or within Display Network videos, games, and apps. They may also run on YouTube videos that are embedded on other sites, and can appear on Android and iOS YouTube apps.
  3. Reserve in-stream ads — Reservation-booked skippable (In-Stream Select) and non-skippable (standard in-stream) pre- and mid-rolls
  4. TrueView video discovery ads — Banner template with video thumbnail and text description that drives YouTube video watch page; In AdWords, you can create and manage video campaigns by using the TrueView family of cost-per-view (CPV) video ad formats. If an advertiser is going to use an app promotion ad, they’ll most likely be using the Install App ad format.

Mobile app install campaigns

With “Mobile app installs” campaigns, an advertiser can focus an entire campaign on getting more people to download the app. more downloads could improve the app store ranking, which could result in even more people downloading their app. “Mobile app installs” campaigns are available on both the Search and Display Networks. On YouTube, you can create a “TrueView for mobile app promotion” campaign to drive app downloads. Learn more about app installs campaigns. YouTube

  1. Remarketing for “mobile app engagement” campaigns; You can use remarketing lists to show ads to specific groups of people based on how they interact with your app.
  2. Deep links allow you to take someone who clicks on your ad directly to a specific page or section in your app. Combined with remarketing, they can help you create a custom ad for your audience.
  3. Conversion and remarketing tags:
    1. People who did or didn’t recently use an app
    2. People using specific versions of an app
    3. People who took specific actions in an app

Keeping track of actions in your app

Tracking in-app conversions helps you understand how well your ads are working. To set up this tracking, you’ll need a snippet of code called a tag in order to send information from your app to AdWords. You can also track conversions using a third-party conversion tracking system.

App engagement does . . . App engagement doesn’t . . .
  • Drive existing app users back into the app
  • Use device IDs and play data
  • Allow ads to run in AdMob (other apps)
  • Allow clicks to “deep link” to a specific page/section of the app
  • Support dynamic ad creative or dynamic remarketing (unlike with desktop)
  • Use cookies
  • Allow ads to run on mobile sites or desktop

Deep Linking

A type of destination URL in an ad that takes people to a specific page in an app. Custom deep link lets app users open the app directly from other apps by clicking a link. This link takes you directly to the YouTube app download page in Google Play. A website deep link gives app users the ability to open your app directly from websites by clicking a link. Website Deep link – This link lets someone choose to open the YouTube app download page either in Google Play or with their mobile browser. App Indexing is a deep link specially designed for Google Search. Both custom and website deeplinks can be converted into app indexing deep links.

  1. For Google Display ads (AdMob), only custom deep links are allowed. This will be the destination URL of your ad.
  2. For Google Search ads, you can convert either a custom or a website deep link into an app-indexing deep link. The app-indexing deep link is your ad’s destination URL.

Not being able to track a conversion through the purchase funnel generally occurs in four categories:

  1. Cross-device (a consumer searches and clicks on one device but converts on another, often moving from mobile to desktop)
  2. Calls (a consumer searches and clicks on a device but ends up calling the business to convert)
  3. In store (a consumer searches and clicks on a device but ends up going to the store to make the purchase)
  4. In app (a consumer searches and clicks on a device but ends up opening or downloading the app and converting in the app)

Full Value of Mobile (FVOM) promotes the idea that mobile conversions are about much more than just mobile commerce, and that conversions in a store, via phone, or on a PC may have originated from a mobile phone.

Conversion Actions



Imports: Track offline conversions

Setting up advanced conversion tracking features

2 types of app conversion tracking: app download conversions and in-app conversions. App downloads are tracked when a user downloads or installs a mobile application for the first time. In-app conversions are tracked when a user takes a specific action within a mobile app.

TrueView ads are billed on “views” (or engaged views). A view is counted when someone:

  1. Watches 30 seconds of the video or the full video, whichever happens first.
  2. Clicks through to an app store in TrueView for app promotion ads.

YouTube conversions consist of click conversions and view-through conversions. Click conversions occur when users reach a billable event and then convert. For example, a user views 30 seconds of a video and then installs an app. View-through conversions occur when someone sees an ad impression but there’s no billable event. For example, they skip an ad and then install an app.

There are two types of mobile TrueView ads:

  1. TrueView in-stream (a skippable video ad that plays before video content)
  2. TrueView video discovery (a thumbnail on the mobile home page. When someone clicks on the ad, they’re taken to the watch page)  

YouTube mobile app install campaigns are designed to track downloads of the app being advertised. There are two options for conversion tracking for YouTube on mobile:

  1. Codeless conversion tracking for downloads of the app (Android only)
  2. Post-install events conversion tracking, such as first opens, in-app conversions via an SDK, or server-to-server pings (iOS and Android)

Four solutions you can use to implement app conversion tracking on Android:

  1. Codeless
  2. Software Development Kit (SDK)
  3. Server-to-server (S2S)
  4. App install confirmation

Audience reports tell you more about what kinds of visitors are coming to your site or app — by demographics, location, language, devices, etc. Acquisition reports let you compare traffic from different sources, from your AdWords campaign to non-AdWords sources. Behavior reports can help you improve the content on your site to better fit your visitors’ needs and expectations.

Track mobile apps

Setting up Mobile App Analytics requires the Edit permission for a Google Analytics account and technical knowledge of your app development environment.

  • Total number of screens seen per session
  • Order in which screens are viewed
  • Number of technical errors, including app crashes
  • How long individual app elements take to load



The coding languages which is used to search a Database. A Database simply put, is a large collection of data stored in a large hard drive. There is a certain logic set behind why the Database is organized the way it is and why the data is kept in tables the way it is. Needless to say a database is created with a logic that will make it work the most optimal. SQL or Structured Query Language is a tool that allows us to search a database and retrieve and manipulate the data which we are searching for. It also helps Create, amend or delete tables which the data will be saved in.

to learn how to use SQL one must first understand the Logic behind the language and how it works. It is the understanding of how the tables are linked to one another that allows a more complicated search to be done using the tool.

To start with we must get a simple understanding of Data. Data is simply put, ‘raw’ fact such as telephone number. There are two main Data Types, Primitive Types and Composite Types. Primitive types are the basic building blocks of most programming languages. They include numbers, Strings and Booleans (0 and 1). Composite types  are a bundling of elements together and placed next to each other in the memory. Examples include array (Fixed size sequence of elements stored contiguously) or Records (persons name, age, nationality). A Data Structure is a Composite Type Data or a group of Composite Type Data associated by references.

in SQL all data is saved onto tables, these tables are made up of Columns and Records (rows). When being made the rows columns are given Data Types meaning only a certain data type can be saved into it. It is important to know this because for example when searching a column which saves telephone numbers which is a Int (integer) data type, one cannot search for letters. This shall be explained further when SQL examples are made.

Some other Data Types which columns have in SQL include:

  1. Int, tinyint : these two are used for numbers. tinyint is only 1 byte of storage which means 0-255
  2. char, varchar, text : used for characters in english. Char has a fixed length whereas Varchar allocates what is needed. if i allocate 10 bits to a char cell then i only have 10 spaces to but the letters. Useful when giving limit to cells.
  3. n char, ntext : used for unicode characters or international characters like japanese or arabic.
  4. date, datetime: used for Date and Time.

In order to retrieve the data which is needed, it is important to identify whether the data is in a single table or not. For example if there is a Hotel table in the database and we are trying to find the ‘Name’ and ‘HotelID’ we must first identify if both of these are kept in the Hotel table. If they are then it a simple query will be able to retrieve the data. However what if we also additionally want to retrieve the address for all of the hotels in the Hotel table. If the Address for the hotels is saved on a different table then we need to somehow connect the two tables and retrieve the desired data. in such a case a common denominator needs to be found between the two tables. There must be a key that individually connects the two tables. for example in the Hotel table there may be an AddressID column, this Address ID if entered into the Address table, shows the address which that ID corresponds to. Since we do not need the AddressID and it would be meaningless to us, we simply need to use it to connect to the Address table and retrieve the correct address for each hotel. This connection is called a join. There are four different types of join that can be used and they are as follows:

  1. Inner Join: this join only connects the data which is shared by both tables
  2. Left Join: this join connects all the data from table 1 and only the shared data from table 2
  3. Right Join: this join connects all the data from table 2 and only the shared data from table 1
  4. Full Join: this join connects the entire data from both tables 1 and 2.

Using the correct Join commands helps retrieving the data in the right way. however the most common join is the Inner join, and we shall show many examples of queries written using it. The following will be examples of simple SQL queries and their functions.

Grouping; SQL-Brings info from rows

SQL commands

  1. Select
  2. Top-How Many
  3. Count-Column Name
  4. From-Table Name
  5. Group by-Column by which you want
  6. Orderby-Columns you want to sort by
  7. Option-MaxDop 1


The main reason people travel in groups is because they are afraid of being in a place where they can’t speak the language.  You cannot diverge from the program.  In an optional tour, guides are making their money; set tours offered by different times, free day, and commission for showing vendors.  Usually handicap people will not go in a group unless it is a special bus. Parking Cost is fixed between passenger and national parks; Divided by everyone in a group;

Reasons for cancellations:

  • Cancel Tour
  • Find Other People
  • Move to another Tour/Date
  • Increase Price