Adwords Study Guide

Note that if you unlink an account that was on Manager Defined Spend (MDS), all active and pending budgets will be disabled and the account's ads will stop serving within 30 minutes. You will not be invoiced for account activity that occurs after this point. However, you will be invoiced for any unpaid costs that were accrued before the account is unlinked. The account will resume ad delivery once it's linked to a new MCC and assigned a budget.

My Client Center (MCC) is a powerful tool for handling multiple AdWords accounts. Think of MCC as an umbrella account with several AdWords accounts (managed accounts) linked to it. It saves time by letting you view and easily manage all of your AdWords accounts from a single location. An MCC account isn't an "upgrade" of your AdWords account. Instead, it's an entirely new account you create. Who should use an MCC 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 large campaigns

Use a single login to access all managed accounts. Easily view multiple managed accounts, including other MCC accounts, using a My Client Center view. See relevant information for all managed accounts in one place. Run reports across multiple managed accounts at once or download the My Client Center view into a CSV file. Quickly create and link new AdWords accounts from within your MCC account. As always, owners of individual managed accounts can sign in to their AdWords accounts and maintain access to their login information.

AdWords Editor

Perform detailed searches across campaigns Work offline, then upload your changes at any time. Make bulk changes, like updating bids or adding keywords. Copy or move items between ad groups and campaigns. Navigate through your account quickly and easily. Circulate proposed changes to other people and get feedback from them before you post changes.

AdWords My Client Center Think of a My Client Center (MCC) account as an umbrella account with several AdWords accounts ("managed accounts") linked to it. With MCC, you can manage multiple AdWords accounts quickly and easily from a single location. Using an MCC account, you can: Use a single login to access all managed accounts. Easily view multiple managed accounts, including other MCC accounts, via a My Client Center view. See relevant information for all managed accounts in one place. Run reports across multiple managed accounts at once or download the My Client Center view into a CSV file. Quickly create and link new AdWords accounts from within your MCC account. Owners of individual managed accounts can, as always, sign in to their AdWords accounts and maintain access to their sign-in information.

Example 1: Ad group level profitability Say you have three ad groups, each with its own CPA: Ad group 1: ‘Music mixing software’ CPA: $35 Ad group 2: ‘Music production’ CPA: $85 Ad group 3: ‘Music editors’ CPA: $53 At a glance, you can see that the first ad group is profitable with a cost of $35 for a profit of $15 ($50 - 35). If your campaign is reaching its budget, this ad group is a good candidate for growth.

Example 2: Keyword level profitability Let’s take a closer look at the ‘Music production’ ad group to see if you can make it profitable. This ad group has the following keywords: Keyword 1: music production CPA: $42 Keyword 2: music production software CPA: $28 Keyword 3: learn music production CPA: $65 Keyword 4: music production companies CPA: $230 Keyword 5: music production packages CPA: $39

For example, a campaign that costs $5,000 in advertising across a variety of products or services may be more difficult to establish as profitable. Calculating an expected profit-per-conversion for each product or service gives you a simple benchmark for profitability.

Stage 1: Testing New campaigns start out in the testing stage. You’ll gather performance data to understand which CPC bid, keyword, and ad combinations are working well for you. In this stage, your primary goal is to establish profitability by comparing costs to revenues.

Stage 2: Growth In the growth stage, your goal is to reach more customers while remaining profitable. You may be able to achieve this by increasing your AdWords campaign budget while leaving your CPC bids, keywords, and ad text the same. If parts of your campaign are no longer profitable after you increase your budget, try adjusting your CPC bids, keywords, or ads to regain profitability before you continue to grow.

Stage 3: Maturity If your costs don’t reach your AdWords daily budget and you’re profitable, you’ve successfully scaled up to the traffic available. Congratulations!

With this combination of measurability and control, many businesses may opt for a flexible marketing budget that scales upward with good performance. Think about a campaign that returns $2 in profit for each $1 in advertising spend. If the business can handle more customers, it makes sense to increase budget to a point where it captures all of the profitable traffic available

Here are some conditions that can make it more difficult for a campaign to scale with performance: You have high fixed costs that make it difficult to estimate the profit value of a conversion (e.g. significant manufacturing costs) You have supply or customer service limitations (e.g., you can’t serve additional customers if you grow) You have cash flow limitations (e.g., you have a $100 CPA for new signups worth $500 over 5 years) You have sales tracking limitations (e.g., most of your sales are difficult to track because they’re offline)

Tracking conversions is helpful for your business if you're trying to do the following: Connect your ads and keywords to your business goals: Maybe you want people to view a particular page more, or you'd like more purchases (who wouldn't?). Conversion Tracking can show you which keywords are helping you meet those specific goals by connecting them to actions. Boost your ROI: Not all keywords are equal. But if you know which keywords bring you the most business and which ones don't, you can make smarter investments in those keywords and avoid the unhelpful ones altogether.

Conversions (1-per-click) Conversions (1-per-click) count a conversion for every AdWords ad click resulting in a conversion within 30 days. This means if more than one conversion happens following a single ad click, conversions after the first will not count. This metric is useful for measuring conversions approximating unique customer acquisitions such as leads and sign-ups.   Conversions (many-per-click) Conversions (many-per-click) count a conversion every time a conversion is made within 30 days following an AdWords ad click. Conversions (many-per-click) will count multiple conversions per click. This metric is useful for measuring conversions that are valuable every time they happen such as purchases

Security and privacy Google's security standards are strict. Only pages containing the Google conversion code are tracked through this program. We use data encryption and secure servers. Privacy is also very important to Google. That's why we do the following to protect your customers' privacy: Servers for conversion tracking and search results are separated. 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, just see overall data for ads and keywords. Conversion Tracking includes 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

The Opportunities tab is an entire section of your AdWords account dedicated to helping you improve your ad campaigns. It's like a personal assistant who can help you discover more keywords and make the most of the budget you're comfortable with. People who've managed their AdWords account long enough to have developed some goals and an account history should try the tab.

The goals that you can tell it to work with are: Increase traffic: Increase impressions and clicks, even if costs rise Balance cost and traffic: Raise impressions and clicks with moderate cost changes Maintain or decrease cost: Get as much as possible with your current budget

AdWords has lots of powerful and effective tools to help you with keywords, conversions, placements, and more. Which ones you use will depend on your campaigns' specific goals. Here's a brief description of six of these tools, and where you can find more detailed information. Keyword Planner Helps you build new Search Network campaigns or expand existing ones. You can search for keyword and ad group ideas, see how a list of keywords might perform, and even create a new keyword list by multiplying several lists of keywords together. Keyword Planner can also help you choose competitive bids and budgets to use with your campaigns.

Helps you plan your Display Network campaigns by suggesting keywords, interests, topics, placements, demographic groups, and remarketing lists to target. You’ll see these targeting ideas based on what you enter into Display Planner about your customers’ interests and the sites they typically visit. Estimates based on historical data, like impressions per week, can help you see the potential reach of the ideas as you plan your campaigns.

Use the Keyword Tool to brainstorm ideas for keyword lists and find negative keywords while you're creating a campaign. Once the tool has generated some initial ideas, you can then enter the relevant results back into the tool to generate even more specific keyword ideas. Add relevant keywords to the ad group that focuses on that theme or product.

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Optimize keywords for better ROI