GOOGLE ADWORDS CERTIFICATION PROGRAM STUDY GUIDE AdWords

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Google Display Network is the new umbrella brand for our display media properties, which includes YouTube, Google properties, and display partners. For more information about the Google Display Network visit www.google.com/displaynetwork.

As a search engine, Google gathers and organizes a multitude of information from the Internet, then makes this information available to users throughout the world who are searching online. ¬†variety of search results — including lists of files, articles, documents, and websites — that are all highly relevant to the query. (If a user clicks “I’m Feeling Lucky,” the user goes directly to the first website or document in the Google search results.) Users can also search for results within Google Images, News, and other specialized Google services. ¬†Search results appear on the left side of the page. Google doesn’t accept payment to place websites or documents in search results. However, advertisers can purchase Google AdWords ads, which appear on the right side of the page, and sometimes above the search results. ¬†¬†Because AdWords offers precise targeting and measurability, as well as tremendous reach, it’s possible to achieve a high ROI on a large scale. ¬†ads on search engines show only in response to a user’s query, the user is also more likely to be further along in the buying cycle, and more likely to be ready to convert. ¬†Every user’s click is tied to a particular ad, keyword, and search query, all of which you can track and decide to improve whenever you like and more responsive.

Every user’s click is tied to a particular ad, keyword, and search query, all of which you can track and decide to improve whenever you like.

Keyword
The keywords you choose are the terms or phrases you want to prompt your ad to appear. For example, if you deliver fresh flowers, you can use “fresh flower delivery” as a keyword in your AdWords campaign. When a Google user enters “fresh flower delivery” in a Google search, your ad could appear next to the search results.

Placement
Like keywords, placements are another way for you to control where your ads appear. A placement is usually a website where you’d like your ad to appear. For example, if you select www.example.com/sports as a placement, your ad could appear on that site.

Image ad
A graphical ad, which can be static or animated, that runs on the Google Display Network. Also called a display ad.

Campaign & Ad Group 
AdWords accounts are organized into campaigns and ad groups. You start with one campaign, which has its own daily budget and targeting preferences. You can have multiple campaigns running and might choose to create one campaign for each product or service you want to advertise. Within each campaign, you have one or more ad groups, which are sets of related ads, keywords, and placements.

Impression (Impr.) 
The number of impressions is the number of times an ad is displayed on Google or the Google Network. Monitor your impressions to see how many people your ad is shown to.

Click
If a customer sees your ad and clicks on it to learn more or to do business with you, it is recorded in your account as a click. Monitor your clicks to see how many people choose to enter your website from your ad.

Clickthrough Rate (CTR)
Your clickthrough rate (CTR) is a metric that helps show how your ads are performing. The more relevant your ads are, the more often users will click on them, resulting in a higher CTR. The system calculates your CTR as follows: Number of ad clicks/number of impressions x 100.

Cost-per-click (CPC)
Under the cost-per-click (CPC) pricing model, AdWords charges you for each click your ads receive. You won’t incur any costs if your ad is displayed and users don’t click it. CPC bidding is the default for ads running on Google and the Search Network. Most advertisers also choose it for their campaigns that focus on getting a direct response from their audience, whether a sale, sign-up, or other action.

Maximum cost-per-click (maximum CPC)
The highest amount that you are willing to pay for a click on your ad. You can choose to set a maximum CPC for individual keywords or for all the keywords within an ad group.

Cost-per-thousand impressions (CPM)
With some campaigns, you can choose to pay for views of your ad rather than clicks. The maximum CPM is the most you’re willing to pay for each thousand impressions, or views of your ad. CPM bidding is only available for campaigns that target the Display Network and not Google search or search partner sites.

Quality Score
Quality Score is the basis for measuring the quality of your keyword and ad and determining your cost-per-clicks (CPCs). Quality Score is determined by your keyword’s clickthrough rate (CTR), relevance of your ad text, historical keyword performance, and other relevancy factors. The higher your Quality Score, the lower the price you’ll pay per click.

First page bid estimates
Your AdWords account will show a first page bid estimate for each of your keywords. This metric estimates the cost-per-click (CPC) bid needed for your ad to reach the first page of Google search results when the search query exactly matches your keyword. The first page bid estimate is based on the Quality Score and current advertiser competition for that keyword.

Optimization
An optimization is the process of creating/editing keywords and ad text (or adjusting other parts of the account) to improve the performance of AdWords ads.

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AdWords client accounts

If you’ve set up your own AdWords account and your client manager has linked your account to his/hers, both you and your client manager have access to your account. You can access your own account at any time and can unlink your AdWords account from your client manager’s at any time.

If your client manager sets up your AdWords account for you, then you should ensure that your client manager does so under your personal sign-in email and password. That way, you can also access and maintain control over your own account. Also, if your sign-in email is your own, we may periodically send you important updates concerning your account.

Client managers can update campaigns, manage account tasks for their clients, and view billing summary history information for AdWords accounts. However, client managers don’t have access to proprietary client information such as credit card information.

Client manager accounts

Only a client manager has access to the client manager account. By extension, a client manager will also have access to information regarding all related accounts via My Client Center. Like clients, a client manager can unlink a client account from his/her account at any time.

o view your billing preferences and billing summary, go to the Billing tab of your account.

On the account preferences page, you can:

  • Edit your username, password, and display language
  • Decide which notifications you’d like to receive (such as newsletters) and how you’d like to receive them
  • Edit your primary business type.
  • Edit your Google Analytics auto-tagging capability
  • Review the AdWords Terms and Conditions

 

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