What Do All These Terms Mean?
Ad Group: Has one or more ads, and targets one set of keywords
Average Position: The average position on a page that your ad will normally get seen at
Broad Match: A keyword or phrase in your list without any quotes or brackets. Triggers your ad when people’s searches include that keyword
Phrase Match: A keyword or phrase in your list with quotes " ". Triggers your ad when people’s searches include that phrase in that order
Exact match: A keyword or phrase in your list with brackets [ ]. Triggers your ad only when people type in that exact word or phrase by itself
Campaign: Has one or more ad groups, and lets you set budget, language, country, dates & syndication for all of them
Click-through rate (CTR): The number of clicks your ad or keyword gets, divided by the number of impressions
Conversion: When a Google user buys something or requests more information on your site. Google lets you track this
Conversion Rate: Your number of conversions, divided by the number of clicks
Cost per Conversion: For any campaign, ad group or keyword, the amount you spend on Google clicks, divided by your number of conversions
Cost-Per-Action: The amount you pay to get a conversion, opt-in or sale
Cost-Per-Click: The amount you pay each time a person clicks on your ad. May vary over time
Max CPC: You set the maximum cost-per-click you’re willing to pay
Average CPC: The overall average amount you pay each time a person clicks on your ad
Daily budget: You set the maximum dollar amount you’re willing to pay for any one day
Destination URL: The actual URL people will go to / go through when they click on your Ad Can is a tracking link
Display URL: The URL people will see in your ad – has to be the same domain as your landing page
Disapproved: Your ad content doesn’t meet Google’s Editorial Guidelines
Keyword: A search term (word or phrase) people use to find your product or service.
Keyword Status
Active: Your ads are showing normally
Ads show rarely: Your quality score is low & you’re being seen little.
Bid is below first page: You must bid Google’s minimum required bid or higher for this keyword to get it to consistently show on the first page
Impressions: The number of times your ad gets shown on Google or its network partners
Negative Keyword: Put a minus (-) sign in front of a keyword in your list, and your ad won’t show when people include that term in their search
Quality Score (QS): Google’s 1-10 assessment of how relevant your ad, landing page & website are to each keyword. Higher QS gets you a lower minimum bid.
Your Basic Setup
1. Choose Your Language
2. Choose Your Location
Global/Nationwide
Regions & Cities
Customized
3. Write Your Ad Copy
First Line: 25 chars.
2nd, 3rd & Display URL: 35 chars.
Destination URL: <1024 chars.
4. Enter Your Keywords
5. Set Your Max CPC
6. Set Your Daily Budget
7. Review Everything
8. Complete Sign Up
Enter Your E-mail & Password
Confirm by E-mail
Enter Your Billing Info
Your ads will start running right away.
Google’s Ad Copy Ground Rules
Concise
Relevant, accurate text
Targets specific keywords
Accurate display URL
Working destination URL
Proper grammar
Capitalize only the first letter of any word
Affiliates: Only one advertiser per website
Trademark compliant
Support competitive claims on landing page
No repeated symbols/punctuation
No double-serving from multiple accounts
No superlatives
No inappropriate language
No direct calls to action
No pop-up windows on landing page
Making it Work
Pay Google’s minimum 1st page bid or your ads will end up on pages 2/3/4+
Improve your Quality Score (QS) with a more relevant ad, landing page & website
Your position = Your Bid Price x Your QS
Write ads that closely match the keywords you’re bidding on
Use negative keywords to filter out searches you don’t want
Do “Peel & Stick”: Pull out underperforming keywords & put them in a new ad group with a better-targeted ad Choose where your ads show:
Google Only
Search Partner Sites:
AOL – EarthLink – Ask.com
Content-Targeted Sites = AdSense:
New York Times – Business.com
Set up conversion tracking to track sales & opt-ins back to individual keywords/ads
Ad Group: Has one or more ads, and targets one set of keywords
Average Position: The average position on a page that your ad will normally get seen at
Broad Match: A keyword or phrase in your list without any quotes or brackets. Triggers your ad when people’s searches include that keyword
Phrase Match: A keyword or phrase in your list with quotes " ". Triggers your ad when people’s searches include that phrase in that order
Exact match: A keyword or phrase in your list with brackets [ ]. Triggers your ad only when people type in that exact word or phrase by itself
Campaign: Has one or more ad groups, and lets you set budget, language, country, dates & syndication for all of them
Click-through rate (CTR): The number of clicks your ad or keyword gets, divided by the number of impressions
Conversion: When a Google user buys something or requests more information on your site. Google lets you track this
Conversion Rate: Your number of conversions, divided by the number of clicks
Cost per Conversion: For any campaign, ad group or keyword, the amount you spend on Google clicks, divided by your number of conversions
Cost-Per-Action: The amount you pay to get a conversion, opt-in or sale
Cost-Per-Click: The amount you pay each time a person clicks on your ad. May vary over time
Max CPC: You set the maximum cost-per-click you’re willing to pay
Average CPC: The overall average amount you pay each time a person clicks on your ad
Daily budget: You set the maximum dollar amount you’re willing to pay for any one day
Destination URL: The actual URL people will go to / go through when they click on your Ad Can is a tracking link
Display URL: The URL people will see in your ad – has to be the same domain as your landing page
Disapproved: Your ad content doesn’t meet Google’s Editorial Guidelines
Keyword: A search term (word or phrase) people use to find your product or service.
Keyword Status
Active: Your ads are showing normally
Ads show rarely: Your quality score is low & you’re being seen little.
Bid is below first page: You must bid Google’s minimum required bid or higher for this keyword to get it to consistently show on the first page
Impressions: The number of times your ad gets shown on Google or its network partners
Negative Keyword: Put a minus (-) sign in front of a keyword in your list, and your ad won’t show when people include that term in their search
Quality Score (QS): Google’s 1-10 assessment of how relevant your ad, landing page & website are to each keyword. Higher QS gets you a lower minimum bid.
Your Basic Setup
1. Choose Your Language
2. Choose Your Location
Global/Nationwide
Regions & Cities
Customized
3. Write Your Ad Copy
First Line: 25 chars.
2nd, 3rd & Display URL: 35 chars.
Destination URL: <1024 chars.
4. Enter Your Keywords
5. Set Your Max CPC
6. Set Your Daily Budget
7. Review Everything
8. Complete Sign Up
Enter Your E-mail & Password
Confirm by E-mail
Enter Your Billing Info
Your ads will start running right away.
Google’s Ad Copy Ground Rules
Concise
Relevant, accurate text
Targets specific keywords
Accurate display URL
Working destination URL
Proper grammar
Capitalize only the first letter of any word
Affiliates: Only one advertiser per website
Trademark compliant
Support competitive claims on landing page
No repeated symbols/punctuation
No double-serving from multiple accounts
No superlatives
No inappropriate language
No direct calls to action
No pop-up windows on landing page
Making it Work
Pay Google’s minimum 1st page bid or your ads will end up on pages 2/3/4+
Improve your Quality Score (QS) with a more relevant ad, landing page & website
Your position = Your Bid Price x Your QS
Write ads that closely match the keywords you’re bidding on
Use negative keywords to filter out searches you don’t want
Do “Peel & Stick”: Pull out underperforming keywords & put them in a new ad group with a better-targeted ad Choose where your ads show:
Google Only
Search Partner Sites:
AOL – EarthLink – Ask.com
Content-Targeted Sites = AdSense:
New York Times – Business.com
Set up conversion tracking to track sales & opt-ins back to individual keywords/ads
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