All posts by Benjamin Kepner


The majority of buyers have already started their buying journey before engaging with salespeople. In the Advise Stage, inbound sales advising methods include advising buyer properly framing their challenge, advising buyer decision between one product/service vs. another, advising buyer on the evaluation criteria they should use to select a firm given their context, and illustrate to the buyer why they are the ideal fit for their context then negotiates the final terms.

Advising Steps

  1. Recap Exploratory call
  2. Suggest ways to achieve their goals/overcome challenges
  3. Confirm budget
  4. Decision-making processes
  5. Timeline
  6. Get buyer commitment

Legacy sales presentation flow: Company background, customers, recap conversations of problems, solutions, and close.What value can you provide to the conversation that they can’t get anywhere else? Include in a timeline a product evaluation, purchase processes, implementation, training stops.  Presentations show product advantages and two most popular case studies.

Global Social Media Marketing Proposal 

  1. Learn prospect context in the exploratory process.
  2. The plan they discussed and agreed upon during the exploratory call.
  3. A review of pros and cons of the different options they’re considering.
  4. A customized packaged recommendation.

Global Social Media Marketing Visuals Examples

Visuals communicate the quality of work. Examples could include a search optimized blog post that is ranking well for a key social media marketing search term. A landing page with an ebook from a client. A Linkedin Plus article that is driving significant traffic to social media marketing in that industry. The amount of traffic a client get from their blog subscribers who receive an email alert when a new blog post is published. How one client connects with a large number of leads by using email template. A video that shows how easy it is to use Facebook ads to drive conversions.

Tailored Inbound Sales Presentations

Create a powerpoint deck emphasizing only the value propositions aligned with the buyer’s needs, including case studies with the buyer’s industry, role, and need. Do an ROI analysis customized to the buyer’s metrics and business. Finally, create a proposal or contract that spells out a client’s goals, agreed upon scope of work, and metrics that indicate success. Pitches that close are personalized to the buyer’s context. Inbound Sales Presentation flow: Recap conversations how others are making changes in your situation,  pros and cons of the different approaches, your goals, best approach and why, and how we can best support that.


The exploratory process it the stage of the Inbound Sales methodology that requires you to take the right approach, the right attitude, and offer the right thing for the prospect. The steps of exploratory call in inbound sales include challenges, goals, plans, timeline, Consequences, Implications, Authority, and Budget. I’m only asking these difficult questions or answer in the best interest of the prospect to consider. On any exploratory call, the following might happen: determining a fit and getting buy-in for next steps, determining it’ll never be a fit, determining it’snot a fit right now. They explore which challenge is most pressing and why. They understand the perceptions the buyer has on one product/service vs. another, as well as which type of products might be best for their needs

  1. Build rapport
  2. Recap what you learned and shared from previous conversations
  3. Set an agenda for the call
  4. Focus on their challenges
  5. Connect challenges to goals
  6. Understand the prospect’s plans
  7. Understand timeline and urgency
  8. Discuss negative consequences
  9. Discuss positive implications
  10. Cover authority
  11. Confirm Budget
  12. Getting buy-in and commitment

Based on the challenges you’re facing and your interest in the insights I just shared, would you like to set up a call to explore how I might be able to help you? It helps to make a list of all of the challenges you solve most frequently. For each of the personas, industries, or roles you sell to, so you can prompt your prospects.

Active listening process: Truly listen to the prospect, feedback the content and feeling of the prospect’s words, confirm you heard the prospect correctly, ask a relevant follow-up question to further clarify your understanding of their situation.If we fast forward to a year.  What goal will you have accomplished? B2B products/services help a company do one of the following: make more money, save money, avoid risk.goal conversation: you should have determined how much money they stand to gain or save.Plan conversation: you can determine the cost of the alternative plans. Sales, and marketing goals. how many websites leads for 1 client. how many leads do you need to generate in a year? are thee other goas you’re hoping to accomplish. What have you tried doing in the past that didn’t work?

What are you doing to get more traffic to your website? can you blog more frequently? outsourcing fight to experts. how does your firm manage social media marketing and social selling? Focus not on when they must sell their product, but when they must achieve their goals.


In the Identify stage of the Inbound Sales process, one must think about company size, focus, target, and specific need. Inbound salespeople will. Listen for inbound leads on the website. There are a number of inbound sales techniques you can use like practicing social selling with potential buyers, attending networking events, and researching passive buyers on Linkedin.

Define Your Ideal Business to Business Buyer Profile

  • Company:  ideal/not: employees, revenue, volume, or customers.
  • Industries/verticals
  • Geographic locations

Identify Inbound Leads

  1. Website sends inbound leads to your CRM in real-time
  2. CRM alerts of new leads
  3. Move to enrichment step of the Identity process if fits ideal business buyer profile
  4. Then Move to Connect Stage
  5. Move others to “unqualified” status

Modern technology enables you to identify the company from which an anonymous company visits from. If a company fits your ideal buyer profile. Sources of active buyers include inbound leads (website activity), inbound companies, and trigger companies.

Identify Inbound Companies

Leverage common connection by conducting an advanced search in LinkedIn filtering on the attributes in your Ideal Buyer profile. Sort through the results. Look for contacts at companies that match your Ideal Buyer Profile that you are connected to through a person you know reasonably well. Once you find a contact that meets these criteria, add the contact and company to your CRM. Move the lead to the enrichment step of the Identify process and then to the Connect Stage.

Enrich the Lead with Buyer Context

How can we integrate Common enrichment data around buyer’s demographics directly into Pardot forms?

  • Information provided by the buyer in the lead form
  • Title or Role
  • Industry
  • Size of the company
  • Geographic location
  • Revenue
  • City
  • State
  • Company Twitter handle
  • URL of a company blog
  • Company LinkedIn page
  • Longevity of the contact with the company
  • The content that the buyer has consumed from your company
  • The conversion event of the lead
  • The lead nurturing emails the buyer has received and which emails were opened
  • The source buyer found your website
  • Relevant commentary observed in the buyer’s social media or news posts
  • Public information you find about the company from 3rd parties
  • Information from speaking with their employees, customers, vendors, or partners
  • Number of Employees

Identify Trigger Events 

Include mentions by a potential buyer in social media of your or a competitor’s company, use of a keyword or hashtag aligned with your value proposition on social media, a social media post or blog post by a potential buyer. You can also look at a press release about the buyer (i.e. raising capital, expanding offices, earning results, etc.), a job ad by the buyer relevant to your solution area, and a new role or new executive hired by the company. Interest data about the lead and company: visit the source, lead conversion form data, conversion events, web pages visited, blog articles visited, emails received, and emails opened.

An Inbound Salesman spends 15 hours per week identifying and connecting with leads. They will understand who fits the buyer profile: website visits, Linkedin, trigger events (Newsly), blog subscription (feedly). Scanning of blogs includes new hires, the promotion of associates to new partners, opening of new offices, expansion of new practice into specialty areas. Company demographic information: Industry, Number of employees, city, state, company Twitter handle, URL of company blog, URL of company Linkedin page



To setup, an inbound sales Connect Stage strategy you need to reach out to buyers via email and voicemail first. Share content about the three common challenges their buyers have at the Awareness Stage. Then offer buyers free consultations to discuss these challenges further and engage with the buyers through social media. Social selling allows you to develop your own personal brand with your buyers, but you will also identify additional leads to pursue.

Define personas

  1. Types of companies – geographic, size, and subcategory industry
  2. Types of persons – role, title, function, common behavior
    • Persona a: Partner at professional services firm
    • Persona b: Marketing manager/associate at ps firm

Once the persona structure is in place, add details about each persona. Focus on the perspectives of each persona at the awareness stage of the buyer’s journey. Awareness stage person questions:

  1. How do personas describe goals or challenges align with your company’s offering?
  2. How do personas educate themselves on their goal or challenge? Industry peers, other senior leaders in organization, online forums like Linkedin and Quora, Google, industry publications, tradeshows
  3. What are the implications of inaction by each persona?
  4. Common misconceptions personas have about addressing their goal or challenge?

Define sequences for each persona. Decide on mediums to reach out to each persona by phone, social media, email, and in person. Sound human and helpful by personalizing email subject line to personas perspective. Avoid mail merge, auto-dialers, and use the content you layout as guidelines. When will you reach out? If you don’t connect on the first outreach, when will you try again?  How many times will you reach out before you give up?

Define the outreach content for each sequence

In order to do an outreach content for each sequence, you will need to take an inventory of your existing content and check sent emails. Keep outreaches short with 15 seconds voicemails and emails less than 200 words. Reference the buyer at least 2x as much as you mention yourself.  End all emails with a question identifying a goal or a challenge.

EXAMPLE: VP of Sales Communications 5 times over 2 weeks

Outreach content for inbound leads include emails, website visits, and social media. Increase quality of the product, increase the pace of sourcing, decrease cost per unit, reallocate time spent on sourcing to higher value activities. Use interest-specific content in your outreach sequences. Use an email template tool and CRM to develop personal messages salespeople can automate some of the sequences execution.

  1. Call, Follow-up with an email, Follow Twitter Handle and retweet a post
  2. If no reply in 7 days – call, email, subscribe to blog and comment on blog
  3. No reply – call, email, LinkedIn request
  4. Call, email
  5. Call, email, LinkedIn message

Social Selling

You can Spend 5 hours per week social selling – the monitor LinkedIn group, follow thought leaders in space and retweet content, 1 guest post to the company blog. Read a few blogs and comment on them. Find the people on Twitter that your prospects follow and share their content to your followers. Send DM. Find the LinkedIn groups in which your prospects are active and engage in these groups. Consider creating a group. Find the blogs that your prospects read. Share these posts on Twitter, Linkedin, and other sites where your prospects are. Comment on the blog with your company link. Invite to participate in market research. Publish to your company’s blog. You could send common connections on Linkedin a private message if they connect with you. You need to get social selling now!



On average, blogging is one of the most cost-effective channels for generating leads, followed by social media, organic SEO, direct mail, telemarketing, paid search, and trade shows.

  1. Upwork
  2. Linkedin Profinder
  3. Fiveer

Why You? Sell Yourself in Your Description.

“Not having time for social prospects? Frustrated with learning how to get REAL results with Facebook, Instagram, or Twitter?  I’m Benjamin, Google Educator, Social Media Pro and Global Marketer who’s helped over 20 brands on social media. Besides loving what I do, I’m know for my kindness, friendliness & great communication skills, as well as for putting extra effort to help people and answer to their needs if I can, where others wouldn’t. I have 6 years experience providing clients with their social media help. I’m a fast deliverer since I work extra hours outside of my job to support, provide, & protect my family. Give me a whirl!

Look at other Top rated sellers profiles. Add skills you have at your disposal. Buyers look at reviews so add good ones! List your current location as some people like working with people who have a local perspective. Also, list languages to help in communications during completion of gigs. Use a professional headshot. Add degrees and certifications. Include portfolio links and images.

Guest service tips and tricks: Answer each buyer inquiry ASAP to impact your response rate. Top Sellers on Fiverr have an average response rate of 98% and respond within 24 hours. Make sure you understand every inquiry fully. Do you understand the terms of the requested gig?  What requirements for work need to be met? Are you willing to deliver the request? Let your buyers know how you are planning on completing the work.  If it’s work that you do in phases, keep them updated. Giving a buyer options and inviting their input is a great way to ensure you will have 100% satisfaction after delivery. Ask questions and engage your audiences. If you’re working with a foreign buyer, using the emoji board in the messaging platform can help. Keep all communication inside of Fiverr – if you pressure a buyer to communicate on outside platforms, it seems unprofessional. Keeping communication on the platform is also the only way Fiverr can protect you and your rights. Deliver your orders on time and seen by Live Gallery Feature. Ask for repeated buyers for feedback.  “Dear (Buyer’s name), I noticed you left no review. I am writing to ensure the work delivered is as expected. Fiverr closes the Gig three days after I deliver, and I want to be able to make any changes and redeliver before that occurs. If you are completely satisfied, a review helps me here. Best, Benjamin.” If you get a bad review: “I am so sorry you are not pleased with my work. Based on the order, we agreed I would do (list what you agreed to) for the project. As you can see, I delivered this by providing (list what you provided that matched what you agreed upon) as visible in the x part of the work delivered. I would greatly appreciate either an opportunity to tweak the work, based on what you purchased, in the hopes, you will consider adjusting your review to represent what I redeliver. If you are not amenable to this, please let me know what I can do better in the future so I can learn from this experience (Your name). Top sellers maintain ratings of 98% or HIGHER, proving that good reviews = more income! Awesome Experience = Repeated Buyers = Revenue! Don’t spam your byers. Use a “quick response” when appropriate, but take the time to personalize messages when neeeded. Fiverr’s Editorial Team Searches the marketplace to find sellers to feature. Gigs that meet certain quality standards are given a featured badge by the team and it brings more exposure, traffic, and credibility to your gig. Visit fiverr’s blog and Fiverr Academy to become a better seller.

Tips for gigs optimization

Gig title: Short, clear, and consice iwth relevant search temrms

gig image/video: reflects service

live portfolio: work samples


description: informative as possible to reduce cancelation and questions. simple language and option to contact before buying. add requirements.

FAQ – INcrease conversion rate and prevent unecessary cancelations

gig extras: adding complementing service, I invite you to order extras below.


Fiveer Pro

  1. Linkedin Messages/Inmails
  2. Facebook Social Media Jobs Facebook Group
  3. Creative Circle Freelance Marketing Recruiting
  4. Website Forms


Have a car, start driving for Uber or Lyft- reinvest the money into a side business. Have a smartphone?  Try Dscout to get paid for customer interviews. Have a network?  Try Indeed Crowd to make money referring peers for potential jobs. Have a special skill?  Join Upwork and start freelancing your specialty for some extra side cash.


#1: The algorithm sorts through your text, image, and video updates, then chucks them onto one of three piles: SPAM, LOW QUALITY, or CLEAR. #2: If the LinkedIn bot clears your post, it’s going to send it to a small, random segment of your audience to predict how well it will score. #3: Likes, comments, and shares from your focus group will determine your post’s popularity. A like gets you one point, a comment gets you two points, and a share gets you three points. The lower your total score, the less eyeballs you get, and vice versa. #4: As your post gets more people talking, it’s sent for review at LinkedIn HQ. If it does really well, the LinkedIn editors will surface your post in third-degree feeds, at which point you’ll be officially “trending”.


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 number of viewable impressions is shown in your campaign reporting. To see how many viewable impressions your ad received in a cost-per-thousand viewable impressions campaign, follow the steps below.

  1. On the Campaigns, Ad groups, Ads, or Display Network tab, click the Columns drop-down menu right above the statistics table.
  2. To add a pre-defined set of Viewable CPM columns, select Branding.
  3. To add specific Active View metrics, select “Modify columns” and click the Performance (Active View) metrics group. Click Add next to each column you wish to see in your reporting.
  4. When you go back to your table, you’ll see these columns:
    1. Active View viewable impr.: Shows the number of viewable impressions.
    2. Active View viewable CTR: Shows how often people clicked your ad after it became viewable.
    3. Active View avg. CPM: Shows the average cost for 1,000 viewable impressions.
    4. Active view measurable impr.: Shows the number of impressions that were able to be measured; not all impressions that are served are able to be measured.
    5. Active view measurable cost: Shows the total cost of impressions that were able to be measured.
    6. Active view measurable impr. / impr.: Shows the rate of impressions that were able to be measured over all impressions served. Sometimes referred to as the “measurability rate”.
    7. Active View viewable impr. / measurable impr.: Shows the rate of impressions that became viewable over impressions that were able to be measured. Sometimes referred to as the “viewability rate”.

ECPC is a form of AdWords Smart Bidding that uses a wide range of auction-time signals such as device, browser, location, and time of day to tailor bids to someone’s unique context, but not to the full extent of other Smart Bidding strategies, such as Target CPA and Target ROAS.

ECPC for text ads is available on the Search Network and the Display Network, but not for app installs campaigns. For Shopping ads, ECPC works only on Google Search.

ECPC is available as an optional feature with Manual CPC bidding or as a portfolio bid strategy.

Create responsive dynamic ads and standard dynamic ads.

Lightbox ads responsively combine your ad assets — like videos, image galleries, and maps — to fill available ad spaces. Lightbox ads may contain multiple videos, image galleries, or combinations of these.

Keywords Keywords + affinity audience Keywords + affinity audience + gender
Potential Display Network reach Potential Display Network reach Potential Display Network reach


Types of targeting methods and exclusions

On the Display Network tab, you’ll see different sub-tabs that correspond to the targeting for your ad group. You can add targeting methods to refine the places where your ads can appear and choose specific audiences that you want to see your ads.

Contextual targeting: Match relevant site content

  • Keywords: Target or exclude by a page’s key phrases, like Rafting travel packages.
  • Topics: Target or exclude by a page or site’s central theme, like Hiking & Camping.

Audiences: Reach specific groups of people

  • Interest categories: Target or exclude by interests or affinities, like Outdoor enthusiasts.
  • Remarketing: Target or exclude by people who have visited your site before.
  • Demographics: Target or exclude by age group or gender, like Males, 18-24.

Placement targeting: Select or exclude specific websites and apps

  • Placements: Target sites, mobile apps, or video, like with managed placements, or exclude any automatic placements using exclusions.
  • Site category options: Allow or exclude by Display Network categories, like live streaming video or sites about crime, police, and emergency.

You can target your ads by audience interests with custom affinity audiences, custom affinity audiences, and in-market audiences. Remarketing lets you show ads to people who’ve visited your website or used your mobile app. When people leave your website without buying anything, for example, remarketing helps you reconnect with them by showing relevant ads across their different devices.

Navigate Google Merchant Center

Use Google Merchant Center as a resource to manage feeds, view data, and explore programs for your products. Go to the Home page from the navigation panel to quickly view Merchant Center announcements as well as your Dashboard information. The Dashboard contains cards such as product data overviews, feed information, and Shopping ad clicks. For more information on your product data, follow the direct links to access data diagnostics and product feeds.

Business information

Manage your business information and details in the Business information section.

  • About your business: Manage your store name and contact information. Learn more
  • Website: Claim and verify your website. Learn more
  • Logo: Upload your store’s logos to use when advertising your products on Google. Learn more


The products section allows you to manage your feeds, review feed data quality, and view a detailed list of your products in a centralized spot. Use the Products page to quickly access all information and configuration around your product data.

  • Diagnostics:  Review and troubleshoot current and historical issues with your product data. Use the context filter for more information on product eligibility in different contexts and programs.
  • Feeds: Register and upload feed. Learn more about registering and uploading feeds. The Feeds page provides access to various feed related tools, including feed rules and downloadable error reports.
  • List: View detailed information about your submitted products and search for specific products. All click data is based on data available in AdWords and is calculated based on the time zone of your AdWords account. The data provided is from the previous 30 days.  Learn more
    • Note: If multiple AdWords accounts are linked to your Merchant Center account, click data will be aggregated from those accounts. Refer to your linked AdWords account for full reporting on the performance of your ads.

Tax and Shipping: Create and manage your tax or shipping settings.

Other program content

The Programs page contains cards featuring the various programs that are available in Merchant Center, and some may be a good fit for your business. Find the Programs page under the 3-dot icon in the upper right-hand corner of your account. Continue exploring various programs by selecting the Learn more option on each card, and express your interest in participating in a program by selecting Get started.

Message archive

View recent account notifications within Merchant Center by clicking on the Mail icon in the upper right-hand corner of your account. This includes notifications, alerts, and announcements that have been sent to your Merchant Center contacts. Feed status notifications will be removed from the message archive after 90 days. This feature is not yet available for parent multi-client accounts.

Manage account settings

G to your account management preferences, click the 3-dot icon   in the upper right-hand corner of your account.

  • Account settings: Manage your time zone and language preferences.
  • Account linking: Link your Adwords, Doubleclick, and supported e-commerce platforms to Merchant Center.
    • Adwords: Link your Merchant Center and Google AdWords accounts. Learn more
    • Doubleclick: Link your Merchant Center and DoubleClick Bid Manager account. Learn more
    • E-commerce platform: Link your Merchant Center and supported e-commerce platform accounts. Learn more
  • Automatic item updates: Enable automatic item updates to allow Google to update your items on Google Shopping based on the structured data markup we find on your website. Learn more
  • Users: Allow multiple users to access your account, and adjust user access level and administrative ownership for Merchant Center. Users can access multiple Merchant Center accounts from a single Google account and navigate between accounts by clicking the expand icon in the navigation panel. Learn more about user access.
  • STFP/FTP/GCS: Use SFTP (preferred), FTP, or Google Cloud Storage (GCS) to transfer product data to Google’s server.  Learn more about uploading via SFTP and FTP, or with Google Cloud Storage.
  • API diagnostics: Set up the Content API for Shopping (advanced), which enables you to programmatically upload product listings. Also, review API call errors on this page.
  • Merchant Center programs: Explore programs in Merchant Center the may help you advertise your products.
  • Product. Word that describes the actual product that your potential customers would be searching for on Google
  • Item. The word that describes a product once it’s been added to your product data, either in a text feed, XML feed, or API. For example, an item is one line in your text feed
  • Variant. The word that describes a product that comes in different variations. For example, a shirt that comes in different sizes has size variants

Google AdWords Reporting 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, and groups, and ads to quickly filter and review the data that matters to you. About labels
  • Geographic reporting: Use the 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 fewer 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 the 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 an exact word or set of words a customer enters when searching on or one of our Search Network sites. A keyword is a word or set of words AdWords advertisers create for a given ad group to target your ads to customers. What’s the difference between a search term and a keyword? A search term is an exact word or set of words a customer enters when searching on or one of our Search Network sites. A keyword is a 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 are 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.

The “Click Analysis” reports