I recently acquired my Google Adwords Certification by taking the fundamentals and advanced display network exams. Every week I presented to a group of individuals the course materials, with the open book exam this presentation serves as a great reference point for the open book exams. Sign up for the exams and receive the full course material here - https://adwords.google.com/professionals

1. Google Adwords
Accreditation Fundamentals Exam

2. Course Breakdown – Fundamentals
Exams
1. Introduction to Adwords
2. Account Set-up and Basics
3. Ad Formats
4. Targeting and Placements
5. Bidding and Budgets
6. Ad Quality Topics
11. Optimising Performance
15. Selling Adwords

3. Introduction to Adwords
Module 1

4. 1.1 Overview of Adwords

5. 1.1 Overview of Adwords

6. Getting Started on Adwords

7. Benefits of Adwords
Relevance
Return on Investment
Reach

8. Basic Features
Keyword
Placement
Image Ad
Campaign
Ad group
Impression
Click

9. Basic Features
Click-through Rate
Cost per Click
Maximum Cost per Click
Cost-per-thousand Click
Quality Score
First page bid estimates
Optimization

10. 1.2 Getting Started With Adwords
Account types:
 My Client Centre (MCC)
 Adwords Client Accounts
 Client manager account

11. 1.2 Getting Started With Adwords
Ad Creation marketplace
Google Advertising Professionals Search

12. Account Set Up and Basics
Module 2

13. Search Vs Display network
 Google search  Google search partner sites
 Mobile search  Text ads on websites
 CPC  Image ads on websites
 Video ads on websites
 Ads on mobile websites
 Managed placements
 CPM

14. Account Structure
Account
Unique email address
Password
Billing information
Campaign Campaign
Daily budget Daily budget
Geo-targeting Geo-targeting
Syndication preference Syndication preference
Start and end dates Start and end dates
Ad Group Ad Group Ad Group Ad Group
One set of keywords One set of keywords One set of keywords One set of keywords
One or more ads One or more ads One or more ads One or more ads

15. 2.1 Account Management
Basics
Module 2

16. Monitoring Adwords Accounts
 All critical account alerts related to payment problems, pending budget end
dates, credit and bank card expirations, ad disapprovals, and other issues
that will cause your ads to stop being displayed are shown in the Campaigns
tab, at the All Online Campaigns level.
 The alerts can be changed at the Notification settings page
 (under My Account)
 You can also set up SMS alerts

17. 2.2 Campaign Management
Basics
Module 2

18. Key Concepts
 From the campaigns tab:
 Receive alerts
 Create a new campaign
 Change campaign settings
 See the list of campaigns
 View campaign status
 Enabled: Set to run normally
 Paused: Temporarily suspended and not currently running
 Deleted: Deleted and no longer running
 Pending: Not yet started running
 Ended: No longer running as end date has already passed

19. Key Concepts
 Clicks: The clicks accrued for the ads in each campaign
 Impr. (impressions): The number of times that the campaign's ads have been displayed on Google
or on sites in the Google Network
 CTR (click-through rate): The number of clicks divided by the number of impressions that the ads
have received. This is expressed as a percentage: 2 clicks for 100 page views equals a 2% CTR.
 Avg. CPC (average cost per click): The average cost accrued for clicks on the ads within that
campaign.
 Cost: The total costs that a campaign has accrued during the time frame that you selected.
 Avg. Pos. (average position): This refers to the average position on a search result page that an ad
appears in when it's triggered by that keyword.
 Conv. (1-per-click) (conversion rate): The number of user clicks that turned into actual conversions
for the advertiser. Conversion rate equals the number of conversions divided by the number of ad
clicks.
 Cost/Conv. (1-per-click): The total cost divided by the total number of conversions. This tells you
how much each conversion costs. This applies only to users who have set up conversion tracking.
 Conv. rate (1-per-click): Number of conversions divided by total clicks. This tells you your
conversion rate. This applies only to users who have set up conversion tracking.

20. Key Concepts
From the campaigns tab:
 Account tree: Use this menu beside your account pages to switch between
campaigns and ad groups.
 Performance summary graphs: Use these customised graphs to compare trends on
every level of your account. Click the "Change Graph Options" link to see data
points such as clicks, impressions and average position or to compare two of these
metrics at once.
 Networks tab: This is where you manage your placements. You'll also see the
summary statistics for both your Search and Display Networks.
 Campaign roll-ups: 'Roll-up' views let you see and edit all a campaign's keywords,
placements or ads in one place, instead of finding and changing them ad group by
ad group.
 Dynamic help content: Help sections display the FAQs that you most likely need for
the page that you're viewing. Of course, you can also always click the "Help" link in
the top corner of your account to see the full Adwords Help Centre.

21. Key Concepts
Actions you can take from the Campaigns tab:
 Campaign and ad group creation workflow: Create new campaigns and ad
groups with the New+ button at the top of any table.
 In-line editing: Edit ads, keywords, placements and bids within the tables on
the campaign and ad group tabs in your account. Just position your cursor
over a row to reveal the editable fields.
 Copy/move: A click of this button lets you copy and move keywords,
placements and ad groups between campaigns without leaving the campaign
management interface.

22. 2.3 Ad Group Management
Basics
Module 2

23. Ad Group Management
 Ad groups can be separately named, sorted by results, paused, edited
 Groups can host different keywords, placements, ads, bids
 But location and bidding occur at a campaign level
 Ad groups tab shows you a summary of performance/issues in all groups

24. Adwords Ad Formats & Best
Practices
Module 3.1 + 3.2

26. Do you understand how ads are placed?

27. Text Ads

28. Text Ads or Sponsored Links

29. Text Ads
NOTE: Double-Width characters (e.g Chinese or Korean) have half the
character limits. But punctuation is single width!

30. Text Ad Guidelines
 Editorial and format:
 Character limit: Your intended headline, text and URL must fit within the required limits and
not be cut off.
 Prices, discounts and free offers: If your ad includes a price, special discount or "free" offer, it
must be clearly and accurately displayed on your website within 1-2 clicks of your ad's landing
page.
 Punctuation and symbols: Among other requirements, ads may only contain a maximum of
one exclamation point.
 Content: These policies relate to the products and services that you advertise, and
may apply to ads and the content of your site. For example, advertising is not
permitted for the promotion of certain weapons or for aids to pass drug tests.
 Link: These policies relate to the Display and Destination URLs in your ad. For
example, the Display URL must be accurate and links to your website must allow
users to enter and exit the landing page easily.

31. Text Ad Guidelines
 Ads should:
 Be simple and enticing
 Include prices and promotions
 Strong call to action
 Include the keywords in the text

32. Image Ads

33. Image Ads
 Animated or static
 Never on the search network
 The power of the image
 Give each image a title
 Don't exceed 50 characters
 Include an image description
 Include the campaign or ad group name
 All image ads need to first be approved by Google before they start running
 The display ad builder allows for template designs

34. Image Ad guidelines
 Gif, jpg or png or animated in flash
 Max size = 50kb
Sizes
 250 x 250 Square
 200 x 200 Small Square
 468 x 60 Banner
 728 x 90 Leaderboard
 300 x 250 Inline Rectangle
 336 x 280 Large Rectangle
 120 x 600 Skyscraper
 160 x 600 Wide Skyscraper

35. Image Best Practice
 Call to action - such as "learn more", "buy now" or "visit us today"
 Prominently showing your Display URL which typically contains a company's name, is a
major component of a text ad. You have more room in an image ad, so don't be afraid to
use your brand or logo as well
 Include details like prices, delivery details and relevant special offers
 Ads lead to a relevant landing page
 Use appropriate capitalisation - the nice thing about display is that you can have all caps
 Promote a sense of urgency in your display ads if you have time-sensitive pricing or offers.
Use phrases like "hurry!", "limited time" and "special offer" to capture a user's attention
and push them to take action
 Keep it simple
 Include product images
 Each frame should hold its own weight (has logo)

36. Video Ads

37. Video Ads
 Think entertainment audience
 One of the largest formats of media consumption
 Formats
 In stream text ads
 In stream graphical overlay
 Click-to-play ads
 CPM or CPC + always Display network
 You must use the display ad builder for your ads
 Managed placements or keyword targeted campaign
 Low impressions = increase bid

38. Video Ad Best Practice
 Video audiences are not captive (unlike TV)
 Display your message as quickly as possible (ppl drop off quickly)
 Be clear about your message (there might not be a web visit)
 Sight must equal sound
Opening image
 Money shot
 Rich sharp colours
 Include a few words to describe offering
 Tell users to click play to learn more
 Different placements have different opening image sizes
 Don’t turn your banner image into your video opening image
 Don’t cram text

39. Video Ad Best Practice
 Wait 30 days before testing results
 In interaction is low = change videos and images
 Rather bid by impression, if using CPC use negative keywords
 Focus on interaction rates not click through rates as measure of success
 If one site is performing better, ad more sites like it

40. Mobile Ads

41. Mobile Ads
 Smaller to fit on smaller screens
 Mobile ads MUST lead to a mobile website
 They can include a ‘Call’ functionality
 iPhones (and others) display normal ads, not mobile ads
 Create a separate campaign (rather)
 Mobile image ads work the same as the desktop versions except 12 or 18
character limits

42. Mobile Ads Best Practice
 Link policy language
wml (WAP 1.x)
xhtml (WAP 2.0)
chtml (imode, etc.)
PDA-compliant html
No flash!
 6:1 Aspect Ratio
 300 x 50, less than 7.5 KB file size
 216 x 36, less than 4.5 KB file size
 168 x 28, less than 3 KB file size
 4:1 Aspect Ratio
 300 x 75, less than 7.5 KB file size
 216 x 54, less than 4.5 KB file size
 168 x 42, less than 3 KB file size
 Japan-standard size
 192 x 53, less than 5 KB file size

43. Mobile Ads Best Practice
 Start early
 Be aggressive
 Separate desktop and mobile ad campaigns
 Choose different keywords for mobile vs desktop
 Catchy ads win
 You can still use display in mobile!
 Apps work too
 Target per device

44. Rich Media Ads

45. Rich Media Ads
 Include videos, flash, animation, or a mix of text & images
 Gallery in the Display Ad Builder (must use)
 Managed placements (recommended at least 10) or keyword targeted
 CPC or CPM

46. Rich Media Ads Best Practice
 Always respect copyright on the images you use
 All ad policies apply
 You may not use the ad to collect private information
Strategies for bidding
 Compete – place ad with text ads and the one that performs the best will
automatically be shown more often (remember you are then bidding the
same rate)
 Own ad group – In the ad auction text ads and display compete against each
other

47. Rich Media Ads Best Practice
 Customising your ad
 Colour
 Strong call to action
 Balance images and text in ad
 Include a visible URL
 Experiment! (copy, templates, colour, call to action)

48. Rich Media Ads Best Practice
 Measurement
 Driving sales
 Compare cost to leads or conversions
 Narrow targeting to focus on customers
 Look at hover over rate
 Analytics to understand website behaviour
 Use conversion tracking

49. Summary Ad Formats
Format Network Cost Format
Text Search or partner CPC 25,35,35,35
Image Only partner CPC or CPM Ad builder
Video Only partner CPC or CPM Ad builder
Mobile Only partner CPC or CPM 18,18,18, Call
Rich Only partner CPC or CPM Ad builder

50. Adwords Targeting and
Placement
Module 4

51. The Google Network
Search Network Display Network
Google + AOL etc. Gmail, YouTube, News24 etc.
Google search does not equal Search Network
By default ads are automatically placed on BOTH networks
Keyword targeting: Keyword targeting:
- Search phrases -Contextual targeting
No placement Placement targeting
- Managed placements (specific sites)
Quality score is calculated separately for the two networks, so even in one campaign the same ad may
have different quality scores for search and display
Text ads Text ads + images, video, rich etc.

52. Targeting
Search Targeting Keyword-targeted ads on Google search + Search Network
Target languages, location & keywords
Display Network Targeting An entire website, or subsection or even a specific ad unit
on a page
Contextual targeting
Device Platform Targeting 1. Desktops and laptops or
2. iPhones or other HTML providers
• Applied at campaign level
• Can target the Google network
• Stats with device breakdown
• No impact on mobile campaigns

53. Keywords & Keyword
Targeting

54. Match Types
Type Characteristics Keyword Matching searches
Broad Default PR Agency PR Agencies
Largest reach Advertising PR agency
Includes plurals and PR JHB agency
synonyms
“Phrase match” Keywords in exact “PR Agency” JHB PR Agency
sequence FH PR Agencies
PR Corporate agency
[Exact] Matches exactly consumer [PR Agency] PR Agency
search phrase PR Agencies
JHB PR Agencies
-Negative Prevent your ad from PR Agency –Cape Town PR Agency
appearing when another JHB PR Agency
word appears in a search Cape Town PR agencies
-{Embedded] Removes an embedded -[Philips] Lighting Philips lights
exact search phrase Philips lighting
Philips

55. Keyword Lists
Group Set the right
Build keyword
keywords by match for Refine list Test & refine
list
theme each keyword
• Using the Google
Keyword tool

56. Monitoring Keywords
 Quality Score (disabled by default)
 Keyword analysis tool
Remember to adjust poor performing keywords and change the match rules
 Keywords must match what your advertising

57. Keywords best Practice
 Group keywords
 Broader match give scale but could blow budget
 Narrow match gives fewer targeted clicks and can save $
 Negative keywords rock
 Don’t forget about campaign level settings/adjustments
 Keep keyword list tight 20-30
 Two or three word phrases work best
 Keep testing keywords and refining.

58. Adwords Location Targeting

59. Language & Location
 Language – Target up to 40 languages
 Location – Any combination
 Target the language spoken by the audience that you're trying to reach. This should
also be the language in which your ad is written.
 Target countries or territories if you want to reach a wide audience across one or
more countries.
 Target regions and cities if your business serves specific geographic areas or if you
want different advertising messages in different regions.
 Target customised areas to reach specific geographic areas which may not be
available in region and city targeting.
 You can combine these targeting options any way you like within the same
campaign.

60. How this stuff works
Language = Google interface language
Location =
Google Domain (e.g www.google.fr = france)
Search term (e.g. Johannesburg PR agency = JHB)
IP address

61. Location
 Regional or City Targeting
 Proximity or radius targeting

62. Location Challenges
 IP address shows wrong location
 A user outside the target area searches for something specific in it (they will
still see your ad, automatically)
 You target country level, Google then uses their domain, but the user is
actually in a different location (e.g. Chris using google.co.za in Amsterdam)

63. Best practice
 Before setting location, check Google Insights for search, optimise for country
traffic
 Check on campaign performance where traffic actually comes from and
optimise
 Different regions can have different landing pages
 Add location extensions to your ads

64. Placement Targeting
(Display Network)

65. Google Display Network – Recap
 Display network reaches 70% of all internet users in 20 languages in 100
countries
 Automatic placements: If you have keywords in your ad group and are
targeting the Display Network, using contextual targeting
 Managed placements: If you choose to manage placements separately for
increased control, you'll use managed placements.
 Excluded placements: You can also choose certain placements on which you
don't want to run ads.

66. Contextual Targeting Individual Placement targeting Managed placements
Placements Allow for placement targeting or
Your keywords are used to match page No keywords required, you choose the restrictions
level content sites. Ads appear regardless of content Separate bid management
Remember this is set by default Can be the entire site, section or ad First Google uses keyword contextual
unit targeting, then managed placement
Bidding (in order) Must be part of the network rules
• Individual placement bids Placement tool will help tell you where
• Managed placements bid to place 3 ways to select placements:
• Display Network bid (or your You still compete in the bid for that • Manually
campaign if you leave it blank) space • Automatic
Can exclude up to 5 000 sites • Placement tool
Bidding (in order):
• Individual bid.
• Ad group managed placement bid.
• Ad group Display Network bid
• Ad group default bid

67. Monitoring Performance
 Run a URL report and check:
 Implement Google's conversion tracking so that you can understand how individual sites are
converting for you.
 Don't focus on lower overall click-through rates (CTR). Remember: A low CTR on a given site does
not necessarily mean that your ads perform poorly. Users behave differently on Display Network
pages than they do on search sites. For more telling information, rely on your conversion data.
 When you find placements where ads from one ad group convert well, consider adding them as
managed placements on the Networks tab in your ad group. Try raising your bid so that your ads
will have a better chance of appearing whenever your keywords put your ad on that placement. Or
try doing the opposite with poorer-performing placements: lower your bid to seek a better ROI on
those specific placements.
 Respond only to statistically significant data. It may take several weeks before you can see how
your ad is doing on a specific site. We recommend waiting until you have enough click and
impression data before making decisions.
 Use the report to identify and exclude sites that are not converting for your campaign.

68. Other targeting options
 Videos can be targeted, using the placement tool
 Ability to target game sites
 Ability to target RSS feeds
 Ability to target mobile sites

69. Best Practice
 Using the right keywords
 Select placements that match your ad
 Try using rich media
 Use placement diagnosis to uncover problems

70. Bidding
Module 5

71. Types of bids
Cost per Click Cost-per thousand impressions Conversion Optimiser
Only pay when someone clicks Great for branding and visibility Set a cost per conversion per campaign
Automatic bidding – You set a daily Set on group or placement level Using the conversion optimiser, Google
budget, Adwords gives you the most attempts to give you a lower cost per
clicks a day for that budget. You can When CPC and CPM compete against conversion, lowers your bid
also still set a max CPC each other eCPM is used (or effective automatically for less likely clicks.
CPM). I.e. working out a CPC into a
Manual bidding – Set individual bids at CPM prising model Campaign must receive at least 15
group, keyword or placement level conversions in the last 30 days and
maintain a similar conversion rate
You can still set a max CPA

72. Important concepts
• When setting up an account consider the value of a click and your daily budget
• Adsheduling - Adjust bids by time of day (using the bid multiplier, 10% to 1000% of the
original CPC.
• Note this affects all ads in the campaign
• Demographic bidding ( Bid + %) – Increase your bid when the right demographic is being
targeted
Best practice:
• Choose the bidding strategy that fits your goals
• Consider automatic bidding for new advertisers
• Use bid simulator to see possible advertising results with different bids and keywords
• Review where the best bids come from and shift focus

73. Budgets
Daily budget = amount your willing to spend per campaign on average
Up to 20% over budget on a given day, but never over 100% of the budget over the lifespan of a campaign
Standard delivery Accelerated delivery
Impressions are spread out through the day Display your ad as quickly as possible to your budget
Google’s recommended budget is calculated as follows:
• Determining your total potential impressions
• Comparing potential impressions with your recent performance and costs
• Combining daily estimates
• Tempering recommended amounts to allow for testing

74. Best Practice
 Keep your total account spend in mind when specifying your campaign
 Remember your bidding amount when setting your budget
 You may change your budget a max of 10 times a day

75. Ad Site Quality
Module 6.2

76. What is ad quality?
 Google strives for relevance, in searches and ads (this makes the quality score so
important)
 Quality Score is based on your keyword's click-through rate (CTR); the relevance of your ad
text, keyword and landing page; and several other factors.
 This is calculated for EVERY relevant search
 Landing page quality is influenced by the usefulness and relevance of information
provided on the page, ease of navigation, load time, how many links are on the page and
more
 Quality score is used in:
 influencing your keywords' cost per clicks (CPCs)
 determining whether a keyword is eligible to enter the ad auction that occurs when a user enters a
search query
 affecting how high your ad will be ranked
 estimating the first page bids that you see in your account

77. How quality score is calculated
Google Search Network Display Network
 CTR Contextually targeted
 Account History  CPC:
 Ad group CTR  The historical CTR of the ad on this
and similar sites
 Relevance of keywords to ad  The relevance of the ads and
 Account performance in region keywords in the ad group to the site
where ad would be shown  The quality of your landing page
 More  CPM:
 The quality of your landing page
 Placement targeted

78. Landing Page Quality
 Influenced by:
 Usefulness
 Relevance
 Ease of navigation
 Load time
 How many links and more
 Each keyword receive a landing page relevance score

79. Improving Landing Page Quality
Relevance Transparency Navigation
How relevant is it to the user query Define what your business does Easy flow paths
Originality, feature unique content Honour deals Avoid pop-ups etc
Don’t link or redirect traffic No changing usual web behaviour Loads quickly
Content of substance No software installs
Policy in handling user data

80. Sites with low scores
 Data collection sites
 Sites designed to show ads
 Malware sites
 eBook sites
 Get rich quick
 Comparison shopping sites
 Travel aggragators

81. Monitoring quality scores
 This can fluctuate
 Keyword analysis:
 Eligible
 Disapproved
 Paused/Deleted
 Low search volume
 Below first page bid
 Low Quality Score
 You need to enable the quality score tab to view the analysis

82. Performance Monitoring &
Conversion Tracking
Module 11

83. Performance Monitoring
 Track performance and conversions = identifying which clicks are more
valuable and optimising budget. This requires understanding what users are
doing on your site

84. Selling and Representing
AdWords
Module 15

85. 15.1 Adwords Value
Proposition

86. Ads distributed Builds awareness
to those directly Display network
interested in reach
your product
Brand Marketing
Direct Marketing Generate leads
Every stage of
purchasing
ROI focus decision
CPC Message testing
AdWords
Discounter
Smart Pricing

87. Adwords Proposition
Targeting
• Search query, Language & Location
• Networks devices, placement targeting & exclusion tools
Pricing options
• CPC
• AdWords Discounter
• Smart Pricing
Reporting
• Changes allow 24/7
• Account Snapshot | Keyword Report
• Campaign Statistics | Ad Report
• Conversion Tracking | Placement Report
• Google Analytics | Search Term Report | Hourly Report
Saves time buying ads & measuring success

88. 15.2 Selling Adwords

89. Steps in securing an Adwords client
 Start with a clients need assessment
 You can perform a needs analysis to determine a client's current online marketing
involvement, learn about their company/organisation landscape, know who the decision
makers are and uncover company weak points.
 Points to consider:
 Review their website: Have a basic understanding of the advertiser's business. What is their
flagship product or service?
 Do some research: Are there articles about the business online? Are they already doing online
marketing? Are they in the organic search results? How competitive is the ad space?
 Learn to speak their language: What vertical are they in? What is their sales cycle? Are there
unfamiliar terms? Is there seasonality? What challenges might they face?
 Begin to plan: How might you build an AdWords account for this advertiser? What products or
services would you include in an initial marketing strategy? What products or services might
you recommend for expansion?

90. Steps in securing an Adwords client
 Aligning client needs with Goals and Opportunities
 Typical problems:
 Limited time: Unable to effectively pursue new marketing strategies
 Lack of experience: Mistakes in online marketing campaigns
 Resource constraints: Cutting corners
 Not targeting audience effectively: Failure to generate revenue
 Inability to measure success: Sub-optimal use of marketing budget
 Limited marketing strategy: Missing out on customer segments
 Limited budget: Limited investment in future


91. Steps in securing an Adwords client
 Typical scenarios
 Are you concerned that you're spending too much/not spending enough on
marketing? (feature revealed: control over budget)
 Are you worried that your current media plan isn't as efficient as it could be? (features
revealed: flexibility and local targeting)
 Are you concerned you may not know how to best target your advertising to your
audience? (features revealed: reporting and targeting)
 Are you satisfied with the level of traffic, conversions etc., that you're seeing? (features
revealed: marketing reach and reporting)

92. Invalid clicks
 Manual clicks to increase your costs OR automated tools
Google has three powerful tools for protecting clicks on AdWords ads:
 Detection and filtering techniques:
Each click on an AdWords ad is examined by our system. Google looks at numerous data points for each
click, including the IP address, the time of the click, any duplicate clicks and various other click patterns. Our
system then analyses these factors to try to isolate and filter out potentially invalid clicks.
 Advanced monitoring techniques:
Google uses a number of unique and innovative techniques for managing invalid click activity. We can't
disclose details about the software, except to say that we're constantly working to expand and improve our
technology.
 The Google Team
In addition to our automated click protection techniques, we have a team that uses specialised tools and
techniques to examine individual instances of invalid clicks. When our system detects potentially invalid
clicks, a member of this team examines the affected account to glean important data about the source of
the potentially invalid clicks.

93. Explaining the Search and Display Networks
 The Google Network lets advertisers reach users across the Internet - from small newsletters to large search engines. Since search results pages
make up a very small fraction of all pages viewed online, the Google Network provides a cost-effective way to reach users on the greater portion
of the web. The Google Network is split into the Search Network, which includes Google and other search sites like Ask.com, and the Display
Network, which includes Gmail, newsletters and sites like the New York Times and HowStuffWorks.
 In the Search Network, search targeting applies to keyword-targeted ads shown on Google search results pages and on other search sites. Ads
shown on these pages appear alongside, above or below the search results and are specific to that particular search query. If the advertiser's
keyword matches the user's search term, the advertiser's ad could appear.
 The Display Network has the advantage of reaching potential customers at different points of the buying cycle. Not every potential customer is
focused on conducting a search. Not every visitor is ready to buy at a given moment. The advertiser's challenge is to capture their attention at
the right time.
 For example, a user might begin a search for digital cameras with just an interest in reading reviews. However, while reading a review, that user
might take note of online retailers' ads or click the ads themselves. With search-only advertising, this customer would have been missed.
 With the Display Network, you can run ads in text and rich media ad formats. Image and video ads can be especially important in branding and
marketing efforts. Google charges no additional fee to serve these ads. That's just another benefit of partnering with Google AdWords.
 Here's one more benefit: If our data shows that a click from a Google Network page is less likely to turn into actionable business results - such as
online sales, registrations, phone calls or newsletter sign-ups - we may automatically reduce the bid for that site. With no extra effort from you,
Google technology helps you realise consistent value across Google and the Google Network.

94. 15.3 Maintaining Client
Relationships

95. Best Practice
 Keep your client updated on progress often
 Offer multiple metrics for success
 Don’t share your login credentials

96. Product
 Why hire a 3rd party professional
 Let's take a look at some pros and cons of each:
Guaranteed Clicks
Pros
 Potentially easier to sell for an untrained sales force
 Simple value proposition for unsophisticated advertisers
 Cons
 Requires more click-fulfilment strategy because AdWords platform is not built to support Guaranteed Clicks
 Can create confusion by placing higher value on clicks rather than leads, phone calls, sales
 Does not take into consideration click differences across verticals
 Does not work well for very high-cost or low-cost advertiser packages
 Budget-based
 Pros
 Facilitates operations because of Adwords platform compatibility with a budget-based product
 Focuses advertisers' attention on value delivered rather than click targets leading to better performing accounts
 Provides flexibility to allocate different CPCs based on vertical cost variations
 Provides more flexibility to your Account Management Team
 Cons
 Challenging to sell to unsophisticated advertisers
 Challenging to set advertiser expectations

97. Contracts
 Short Term:
 Better suited for risk averse advertisers because of increased flexibility
 Usually provides more signups, but higher churn rates in the long run
 Offer short-term contracts with auto-renew functions
 Long Term
 Better suited for advertisers with online experience
 Usually provides fewer initial signups, but lower churn rates in the long-run
 Offer long-term contracts with short-term cancellation policy


98. Metrics to share with clients
 Clicks
 Impressions
 Average CPC
 Ad Rank
 Cost Spent on Google AdWords
Frequency
 Send customers reports when they request them
Send a weekly/monthly report via the AdWords interface
Provide 'Report Access' into the AdWords account
Provide your own UI or technology for advertisers to view their reports

99. Optimization – Hiring an exper
 Pros:
 Reduced need to hire internal operations staff
 Can support unexpected spikes in volume or results that exceed projections
 Already existing search engine marketing expertise
 Fast cycle to launch
 Scale is inherent
 Cons:
 Less expertise gained than if running in-house
 Less control over operational decisions
 Less control over search networks used
 New Google products not accessible until built into the AdWords API
 May accrue additional costs
At a high level for in-house:
 Pros:
 Building in-house expertise for your business
 Complete control over operational functions
 Complete control over search networks used
 Able to experiment with new Google products not offered by SEM
 Cons:
 Additional headcount needed to run operations
 Sales may need to be throttled back if hiring is too slow
 Need to acquire search engine marketing implementation expertise
 Slower to launch
 Scale needs to be planned for - beyond hiring more people

100. Prising Model
 Some considerations:
 Ensure your pricing model fits in with your other product offerings (if you offer other products)
 Create price points that can be easily explained by your sales force
 Commonly observed pricing models contain upfront monthly service fees or percent-based
markups (10-30%)
Examples:
 10% mark-up + £50 monthly service fee + £100 monthly budget
 30% mark-up + £50 monthly budget
 £100 one-time set up fee + £50 monthly service fee + £100 monthly budget
 Deliver 100 clicks for £200
 If you decide to bundle your products, here are some considerations:
 Offer different packages for savvy vs. less savvy customers
 Allow your sales force to offer customised price packages for higher spend customers

101. At FH
 16.5% commission
 Plus time to set up, manage and report
 If we don’t like them a 10% handling fee as well

102. Good Luck for the Exams!