Pay Per Click marketing is a miracle of the modern world. In fact I believe history will show it to be the most important development in advertising this decade. Never before has it been possible to spend 5 bucks, open an account and have brand new, precisely targeted customers coming to your website within minutes.
Compared to banner ads, link exchanges, buying space in e-zines, waiting weeks or months for your search engine listings to show up -- or, God forbid, spamming people in your search for new customers -- AdWords is a web marketer's dream come true.
I am going to show you how to
use this program however there is one book you should look
at buying if you really want to tweak this system to its
fullest. I suggest these resources not just for you to have
a look at and possibly purchase but also for you to see how
the professionals present their information and handle the
selling process. Everything should be a learning process not
just a slap hazard event so go and look at Perry
Marshll's eBook on Google adwords and he also has a
great little free course.
This is what we mean by
specialising in a product and Perry has done an excellent
job and is asked to speak everywhere on this topic.
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To start you off however here
are the official guides. They are very hard to find however
they are here in this book for you. I have already done all
the work for you.
AdWords
Demos and Guides
These guides focus on
specific features of AdWords to help advertisers get the
most out of their advertising investment. Viewing these
files requires Adobe®
Reader. Click the link to launch the PDF file within
your browser or right-click the link and select "Save
Target As..." to download the file to your desktop.
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Account Navigation
You are in total control with
an easy-to-use interface and the in-depth reporting you need
to make smart decisions about your advertising.
- Check the status of your
ads and change account information 24/7.
- Select date ranges and the
level of reporting detail.
- Access payment history and
pending charges.
- Edit your ads and account
settings at any time at no additional cost.
From the three tabs at the
top of the AdWords Control Center you can access the main
sections of your account: Campaign
Management, Reports, and My
Account. Below are screenshots and explanations of what
you can find and do while navigating through these sections.
Campaign
Management
The Campaign Management
section lets you view both summary and detailed performance
information and make changes to your advertising campaign.
Campaign Summary
View your overall account
performance at the campaign level. Review campaign status
and daily budgets. View statistics for Clicks, Impressions (Impr.),
Clickthrough Rate (CTR), Average CPC (Avg. CPC) or Average
CPM (Avg. CPM, for site-targeted ads), Cost, and Average
Position (Avg. Pos). Click a campaign row to access a more
detailed campaign report (fig. 1).
Fig. 1
1. Time Period
Reporting: View statistics for yesterday, today, last 7
days, this month, last month, all time, and any date range
you specify.
2. Search Feature: Search
your entire account for matches among your keywords, ad
text, and Ad Group or campaign names.
3. Edit Campaign Settings:
Change your campaign name, daily budget,
language/country/regional targeting, start and end dates,
and ad distribution preference.
4. Change Campaign
Status: Pause, delete, or resume your campaigns at any
time.
View Campaign
View summary Ad Group status
and statistics per campaign for Clicks, Impressions (Impr.),
Clickthrough Rate (CTR), Average CPC (Avg. CPC) or Average
CPM (Avg. CPM), Maximum CPC or Maximum CPM settings, Cost,
and Average Position (Avg. Pos). Click an Ad Group row to
access a more detailed Ad Group report (fig. 2).
Fig. 2
1. Time Period
Reporting: View statistics for yesterday, today, last 7
days, this month, last month, all time, and any date range
of your choosing.
2. Edit Ad Group
Name/Status: Rename, pause, delete, or resume your Ad
Groups at any time.
3. Change Maximum
CPC: Change your maximum CPC (for keyword-targeted Ad
Groups) or maximum CPM (for site-targeted Ad Groups) at any
time.
View Ad Group
View detailed Ad Group
statistics for Clicks, Impressions (Impr.), Clickthrough
Rate (CTR), Average CPC (Avg. CPC) or Average CPM (Avg.
CPM), Cost, and Average Position (Avg. Pos).
1. Ad Management:
View/create/edit/delete ads at any time, and view statistics
on specific ad performance.
2. Keyword/Price
Management: Add/Edit/Delete keywords and change your
maximum CPC settings for your Ad Groups at any time. Set
specific maximum CPCs and Destination URLs for each keyword,
or post several at a time.
- Filter Tool: Filter
your keyword list by text, stats, type, or status.
- Keyword Tool: Get
additional keyword suggestions for your keyword list.
3. Detailed Ad
Group Statistics:
- Clicks: The clicks
accrued for the relevant campaign.
- Impressions: The
number of times an ad is displayed on Google and on
Google's ad network.
- Clickthrough Rate:
Clickthrough rate (CTR) is the number of clicks your ad
receives divided by the number of times your ad is shown
(impressions).
- Average CPC: The
default keyword matching option is broad matching, and
unless you choose to target your keywords as exact
matches, your ad will show for all variations of your
keyword up to your maximum CPC amount. Because your
keyword can have many variations, each with their own
unique CPC, the CPC shown is the average for all
variations of your keyword.
- Average CPM: For
advertisers who choose to run cost-per-impression
advertising, the average CPM shows the typical cost per
1000 impressions.
- Cost: The actual
cost accrued for clicks on your ad.
- Average Position:
Unless you choose specific keyword matching options,
your ads will likely appear for many variations of your
keyword. Your position will vary according to your
maximum CPC/keywords and will be influenced by competing
advertisers' maximum CPC/keywords. Therefore, the
position shown is the average for all unique positions
associated with each variation of your keywords.
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Reports
The Reports section lets you
view summary account performance information and create
detailed reports for your records.
Click a report type to begin creating a report (fig. 3).
Fig. 3
1. Recent Saved
Reports: Access any of your saved report templates to
create a new report.
2. Account Summary:
View account-wide statistics for your entire account history
for: Total clicks, Total impressions, Total Clickthrough
Rate (CTR), Average CPC (Avg. CPC), Total cost, and Average
position.
3. Build a Report:
Create many kinds of reports: Keyword, Ad Text, Ad Image,
URL, Account, Campaign, Ad Group. Or customise your own.
- View: For averaged
statistics, click the radio button next to Summary
data. For statistics by day, click the radio button
next to Daily metrics.
- Date range: For a
general date range, click the radio button next to the
first drop-down box and select your dates. For a more
specific date range, click the radio button next to the
second drop-down box and select your beginning and end
dates.
- Campaign status: Select
your campaign status from the drop-down box.
- Graph: To view a
report on your web browser, click the radio button next
to Online (.html). To download a report to
your computer, click the radio button next to Downloadable
(.csv).
- Save and email: To
save your report preferences for future use, click the
checkbox next to Save this report as and enter a
name for your template (your template will appear under Saved
Reports at the top of this page). Additionally:
- To have your reports
emailed to you regularly, use the drop-down box after Email
it to me as an attachment to select the frequency of
the emails.
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My
Account
The My Account section lets
you view your summarised billing history, your detailed
payment history, and access or edit your user account
preferences (fig. 4).
Fig. 4
1. Billing Summary: View
your billing summary for any month, or any month-to-month
date range.
2. Billing Preferences:
Update your billing information and apply promotional codes.
3. User Preferences:
Edit your account login information (email address,
password, or language display settings), email communication
preferences, your primary business type, or your SquareTrade
ID (if applicable). You can also use this page to review the
AdWords Terms and Conditions for your account at any time.
Billing
Summary
View your billing summary for
any month, or any month-to-month date range (fig. 5).
Fig. 5
1. Month: The month of
reported activity.
2. Date: The date of
payment activity for your account.
3. Activity: Account
adjustments, charges, or declined payments that occurred for
the reported month, and unique invoices for each payment
toward your account. You can also review a summary of all
advertising costs for the month.
4. Credits: Costs per
campaign are itemised by the date billed and relevant
invoice number. Adjustments are also itemised, and may
reflect promotional credits, credits for invalid clicks
toward your account, and courtesy credits applied by AdWords
client services specialists.
5. Charges: Subtotaled
charges for the current month.
6. Balance: Overall
balance, which may be carried forward or outstanding,
depending on the last payment made for the clicks accrued
for your account. The amount shown reflects reported click
costs accrued and may not reflect your most recent clicks.
If the balance is zero, then you have recently made a
payment and additional clicks have yet to be reported.
Invoice
Details
View itemised payment
information for your account by invoice (fig. 6). Print
invoices for your records.
Fig. 6
1. Invoice Details:
Invoice/payment date and time, applicable taxes, and your
invoice number. You can also print your invoice, which will
include your payment terms (immediate charge or credit
line), and all line items associated with your payment.
2. Account Adjustments and
Fees: Applicable fees (account activation or
re-activation) and billing adjustments that may reflect
promotional credits, credits for invalid clicks toward your
account, and courtesy credits applied by AdWords client
services specialists.
3. Advertising Charges by
Campaign:
- Campaign: Relevant
campaign for which activity was recorded.
- Date Range:
Corresponding dates for activity accrued per campaign.
- Billable Activity:
Explanation of charges (Clicks, Impressions, or
Overdelivery credit).
- Number of Clicks or
Impressions: Number of clicks or impressions
accrued.
- Daily Budget: The
daily budget for the relevant campaign for the delivery
period shown.
- Amount: Charges
accrued during the delivery period shown. This amount
may also include overdelivery adjustments.
- Total: Subtotals
appear per campaign in the right-hand column; the final
line represents total advertising charges for the
invoice.
Advertising
Costs
View advertising costs by
campaign (fig. 7).
Fig. 7
1. Campaign: Relevant
campaign for which activity was recorded.
2. Date Range:
Corresponding dates for activity accrued per campaign.
3. Billable Activity:
Explanation of charges (Clicks, Impressions, or Overdelivery
credit).
4. Number of Clicks or
Impressions: Number of clicks or impressions accrued.
5. Daily Budget: The
daily budget for the relevant campaign for the delivery
period shown.
6. Amount: Charges
accrued during the delivery period shown. This amount may
also include overdelivery adjustments.
7. Total: Subtotals
appear per campaign in the right-hand column; the final line
represents total advertising charges for the invoice.
Payment
Details
1. Payment Received:
View or print a receipt of account charges, including the
payment subtotal, method of payment, and date and time of
the transaction.
Fig. 8
2. Payment Declined:
View itemised payment declination information and learn the
reason our billing system was unable to process your
payment(s).
Fig. 9
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