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1 Australia France United States Advertising Web Service myguide Google Search Marketing Specialists

2 CO N T E N TS INTRODUCTION Who is Advertising Web Service? 2 What is Google AdWords? 2 How Does Pay-Per-Click Advertising Work? 3 Why Is Pay-Per-Click So Successful? 3 WHY YOU NEED Your Ad Campaign 4 We Build Your Comprehensive Keyword List 4 We Create Your Ads 5 Geo-Targeting 5 What Happens Once My Account Is Created? 5 COSTS & BILLING How Much Should I Spend? 6 How Do I Determine How Much To Spend? 6 How And When Does Advertising Web Service Bill Me? 7 How And When Does Google Bill Me? 7 CAMPAIGN REPORTS Accessing Campaign Reports 11 Understanding Campaign Reports 11 What Are Keywords? 11 What Are Clicks? 11 What Are Impressions? 12 What Does CTR Mean? 12 Page Position 12 FAQs Why Can t I See My Ad? 13 How Much Will Clicks Cost? 14 How Do I Find Out The Cost Of My Clicks? 15 What Is The Difference Between The Advertising Web Service Bill And The Google Bill? 15 How Do I Get My Ads To Appear On The First Page? 15 CONTACTING 17 CANCELLING YOUR ACCOUNT Cancelling Your Account 8 CUSTOMER SERVICE AND SUPPORT What is My Client Center? 9 How To Lodge A Support Ticket 9 How To Add Or Remove Keywords 10 M Y G U I D E 1

3 I N T RODUCTION Who is Advertising Web Service? Advertising Web Service is a leading search engine marketing company. In addition to being knowledgeable in traditional online advertising, we are specialists in Google s Advertising program, known as Google AdWords. Online advertising was once the playground of large corporations with equally large advertising budgets but no more! Advertising Web Service was founded on the principle of leveling the playing field - allowing small to medium sized companies to get their piece of the online advertising pie. We believe that all companies, from the small local real estate agent to your regional pet store should have the opportunity to make money from Google AdWords without having to spend a fortune! Advertising Web Service makes it possible for small businesses to compete by spending a relatively small amount of money every month. Google s AdWords program is simply a great tool unfortunately, getting to know how to use the system is anything but simple. Luckily, Advertising Web Service has a service that can make Google advertising simple, efficient and cost effective. In fact, we will do everything related to Google Advertising for you so you can focus on other areas of your business. What is Google AdWords? Google is the most well known search engine in the world. In fact, Google accounts for nearly 65% of all traffic on the Internet. No wonder it is so popular! However, not that many people know about Google AdWords their online marketing and advertising platform. The revolutionary Google AdWords program has changed the way companies and individuals market their products on the Internet. In a nutshell, here s how Google s Adwords program works: Anyone with a website can advertise their site on the Google search engine results pages (or SERPS). The AdWords system does this by using a revolutionary keyword based system. When someone types a keyword into the Google Search box, Google will return ads that are related to that keyword. AdWords Ads will appear on the right hand side or very top of the search pages which are designated for sponsored links. When an Internet user clicks on your ad, they are taken directly to your website. Talk about targeted! The Google AdWords program is based on what we call the Pay Per Click (PPC) model meaning you pay only for the ad when someone clicks on it. In the past this kind of exposure was very expensive, making it out of reach for many small to medium sized companies. But with Google AdWords, you can spend as little as $1 per day to get highly targeted website traffic. How does Pay-Per-Click advertising work? Pay-Per-Click (PPC) advertising is an advertising system where advertisers don t pay a fee to place an ad on their web pages, but pay a certain amount of money every time a visitor clicks on their ad. Advertisers place bids on keywords that they think their target market would type into the Google search box when looking for their product or service. For example, if an advertiser sells red widgets, they would bid on the keyword red widgets. When a user types these words into the search box, the advertiser s ad will be returned, the user will click on it and go to their website and hopefully purchase a product. Google Ads are also called sponsored links or sponsored ads and they will appear next to or above the natural search results on the page. **Remember- advertisers only pay when visitors click on the ad.** Why Is Pay-Per-Click So Successful? The Pay-Per-Click System Is Successful Because It Integrates Two Very Powerful Concepts: 1 Highly Targeted Traffic. You are only advertising to people who are looking for what you have to offer right now and you only pay when they 2 3

4 respond when they click on your ad and go to your site. 2 Cost Control. The price of each click that leads to your site is completely determined by what the market will bear for any particular keyword at any given time. This is known as the bid process. At Advertising Web Service, we manage this process for you by constantly monitoring your account and altering your bid price to ensure maximum exposure for your site at the lowest possible cost. The cost of each click is really determined by the market for those words supply and demand. This marketing platform is entirely performance-driven in terms of cost. It is no accident that PPC advertising is the world s fastest-growing advertising medium! WHY YOU NEED Your Ad Campaign Using the AdWords system is not simple it takes years of experience and know-how to be able to use the system efficiently. Creating an AdWords campaign also takes a good deal of time and effort. That s why you need Advertising Web Service. Each new client that signs up for our service receives a dedicated account manager to analyze their online business and to create and manage their ad campaigns. There is no technical knowledge required on your part. There are several steps to creating your AdWords campaign: We Build Your Comprehensive Keyword List After reviewing your website and determining search trends based on your business, your account manager will create a list of keywords that are specific to your business. Your account manager will also go the extra step of making sure that you are not just bidding on expensive and competitive keywords. They will identify more specific, niche keywords that are less expensive getting you more clicks at a lower cost. When you sign up with Advertising Web Service for a trial offer, you will receive up to 50 keywords as part of your campaign. We Create Your Ads Once your keyword list has been created, your account manager will analyze the unique features and benefits of your product and service, and develop compelling copy for your ads. At Advertising Web Service, we have years of experience that allows us to understand what type of ad will generate customer interest helping you to pay less for clicks over a longer period of time. We also optimize your ads ensuring that you receive the maximum exposure for your business and get only highly targeted traffic to your website. Geo-Targeting During the signup process, you ll have to select geographic areas that you want your ad to be shown in. These will be selected with the help of your account manager. Your ad can be shown in specific countries, states and territories, or in a combination of states, territories and districts. Of course, you can also choose to have them shown in all countries and territories the choice is up to you. What Happens Once My Account Is Created? After your account is created and your ad goes live, Advertising Web Service will continuously monitor and manage your campaign. With AdWords, you need to stay on top of your account and know what changes to look for otherwise, you could end up spending a lot more money than you should. We have lots of clients that come to us with AdWords accounts already in place but because of the complexity in managing the account, they were paying lots more than they should have been. On top of that, they just couldn t stay on top of their accounts or keep their costs in check. Advertising Web Service is both efficient and cost effective we are usually able to double a client s website traffic without increasing their online 4 5

5 advertising budget! After your Google campaign is up and running, Advertising Web Service will give you access to our comprehensive reporting system, explained in detail later in this booklet. CO S TS & B I L L I N G How Much Should I Spend? Google is a dynamic system different keywords generate different numbers of searches and clicks each day, so there is no definite answer for this question. Generally, how much you budget for online advertising is really up to you! Our clients expenditures range from as little as $2 to as much as $10,000 a day. Your initial daily budget is determined by the amount that you select on the signup form. For maximum flexibility, Advertising Web Service allows you to change your online marketing budget at any time. How Do I Determine How Much To Spend? When you re deciding how much you should spend, there are a few things you should consider: 1 Google will never bill you for more than your daily budget amount. This means that if the demand for a particular keyword you are bidding on is higher than the amount that you are prepared to spend on advertising, Google cannot show your ad every time. This is to ensure that you are never billed more than your daily budget. 2 If you are bidding on very specific or locally targeted keywords, there might not even be enough traffic to allow you to reach your budget. For new clients, we suggest initially setting up a $5-$10 a day test budget. This will ensure that you are using the system to your maximum benefit. As always, you can change your budget once you are sure of the keywords that you are using and your budget needs. How And When Does Advertising Web Service Bill Me? Advertising Web Service will bill you every 30 days from your signup date. When you register for an account with us, you will be charged $5 for your trial. Your monthly service fee will be $59, and will be charged to your credit card every 30 days, until you cancel. Your Advertising Web Service bill is separate from your Google bill. It will appear separately on your credit card statement. How And When Does Google Bill Me? When you set up your Google AdWords account, Google will charge you a one-time activation fee. The exact amount of your fee will vary depending on your country and currency: U.S. Customers - $5.00 European Customers Euros Australian Customers - AUD $10.00 After you activate your account and pay the fee, Google will bill you every 30 days. Google will bill you for the cost of the clicks that you get. The cost of the clicks is determined by bidding on they keywords. Again, your bill will not exceed the amount of your daily budget. Google does not bill in advance. If this happens, you will still only be billed for the number of clicks you receive even if this amount is less than the daily budget that you set. 6 7

6 Cancelling Your Account Once you ve signed up with Advertising Web Service, we re so sure that you ll see the value of our service that you ll never need to cancel! But if for some reason you decide that you no longer need to work with us, you can cancel your account by following the steps below: Click on the link Enter your login and password Once you have logged in, you will see an unsubscribe button on the right hand side. Click on that button and your cancellation will be processed. Keep in mind that following these steps will cancel your service with Advertising Web Service AND will also suspend your Google account. Once your service with us is cancelled, managing and reactivating your Google account becomes your responsibility. C U S TO M E R S E RV I C E A N D S U P P O RT What is My Client Center? At Advertising Web Service, we ve made communication between clients, account managers and our support team easy! Simply log on the client center whenever you have a question or need assistance. To access My Client Center go to: Enter your Google Login and Password to be directed to the Client Center. The Support Center Allows You To: View and update your business details View and edit your account details, including your ad and keywords Access campain performance reports Access a comprehensive list of FAQs Receive support from the expert Advertising Web Service team Cancel your account The Client Center is the main means of communication between Advertising Web Service and your business, and we are constantly striving to improve this system so we want to hear what you have to say! If you have any comments or suggestions, please lodge a ticket (as explained on the next page) and we will consider implementing it. How To Lodge A Support Ticket At Advertising Web Service, we know that there are times that some of our clients questions won t be answered in our Client Center area. If this is the case, or if you have any technical problems, click on the Support tab on the right hand side of the Client Center page. 8 9

7 To open a new support ticket, click on the New Ticket button. Click on the drop down box and select your question from the proper category. When creating a support ticket, be sure to give us a detailed description of your problem or question and then click submit. On of our account managers or support staff members will answer your question as soon as possible. Any tickets that you have opened, along with the responses from the Advertising Web Service team will be stored in the Support section of the client center. How To Add Or Remove Keywords Advertising Web Service has made every aspect of managing your account very simple. Changing your keywords is a straightforward process you can either do it yourself, or request that your account manager make the change for you. Log into your Client Center and click on the Account Details tab on the right hand side of the page. Click on the View Keywords link on the page. Here, you will be able to add new keywords to your list, or select keywords that you want to remove from your current keyword list. You can also simply create a support ticket requesting that you would like your ad rewritten or the keywords changed. It is always helpful if you can include information about what area of your business you would like the ad to focus on instead of what was originally written. C AMPAIGN REPORTS Accessing Campaign Reports If at any time you want to view your campaign reports, simply follow the steps below: 1 Log into your Client Center and click on the Reporting tab on the right hand side of the page. 2 Select the Date Range by putting the start date in the first calendar and the end date in the second calendar. Click Run Report and your report will be generated instantly! Understanding Campaign Reports Understanding an AdWords report can be confusing. There are lots of numbers and words to know in order to use the report properly and know what it means. Advertising Web Service has included the following explanations of terminology used in the reports to help you to better understand them. What Are Keywords? Keywords are the words that will actually trigger Google to display your ads when an Internet user types that particular term in the search box. Your Advertising Web Service account manager will help you select the best keywords for your particular business. What Are Clicks? Clicks are the number of times Internet users actually clicked on your ads that were displayed on the right hand side of the Google search results page, and were directed to your website. These are the clicks that you have paid for. The number of clicks that you receive will always be dependent on your daily budget which also determines the amount of web traffic or impressions that your account will receive

8 What Are Impressions? Impressions are the number of times web users typed in a specific keyword and saw your ad on the page, but did not click on your ad. The number of impressions you get will always vary according to search trends. Some keywords, such as music will always generate more impressions than a keyword like toe clippers simply because music is a more popular item on the Internet. Google only charges you for the number of clicks as described above, not the number of impressions. What Does CTR Mean? The CTR, or Click Through Rate, is the percentage of clicks to impressions. This is a measure of how many people actually clicked on your ad in relation to the amount of impressions your ad received. The standard rule of thumb is that a standard CTR should be approximately 0.5%, which translates into 1 click for every 200 impressions. Page Position This number identifies where your ad is currently located on the Google results page for a specific keyword. For example, Position 1 is the top spot on the 1st results page. The first page usually has positions 1-9, page two 10-19, etc. Your ad s position on the page is usually determined by your bid price for a particular keyword. The general rule is that if your ad is sitting between positions 10-19, you would need to double your current bid price to ensure that your ad is displayed on the first page. FAQ s Why Can t I See My Ad? This is the most common question that we get at Advertising Web Service. There are several possible reasons why you may be unable to see your ad: 1 You Have Not Yet Activated Your Campaign Account You must activate your Advertising Web Service account before your ads can go live. That way, you can review the information that your account manager has created for you. You are also able to fill in your billing information so that Google can bill you properly. If you have not yet activated your account, we have attached a very userfriendly step-by-step guide of how to do so, along with your unique password. If you have already activated your account, please read on to find out other reasons why you may not be able to see your ad. 2 You Have Reached Your Budget Limit Your daily budget has been set according to what you specified in the signup form when you signed up with Advertising Web Service. Your budget determines how often in the space of each day your ad will be shown, according to the cost of your keywords. If there are more searches and possible clicks than the amount that you set for your daily budget, your ad will not be able to be shown all the time. In other words, if the demand for a particular phrase you are bidding on is higher than the amount that you have budgeted for advertising, Google cannot show your ad every time. This is to ensure that you are never billed more than your daily budget. For example, if your budget is set to $5 a day, there might actually be $20 a day worth of clicks for the keywords you re bidding on - and because of that, 12 13

9 Google cannot show your ad all the time without going over your daily budget (which they will not do). As a result, the display of your ad will be spread across a whole day. It is very common for Google AdWords campaigns to reach their daily budget maximum before the end of each day. This is usually the reason why you cannot see your ad. 3 Your Geo-Targeting The geo-targeting of your ad is another common reason why you are not able to see your ad. If you requested your ad to be targeted to specific regions, then this may be the cause of why you cannot see your ad from the specific computer you are connecting to the Internet with. Google identifies a user s geographic location by looking at their computer s Internet address (IP address), which is assigned by a user s Internet Service Provider (ISP). If you are not on a computer that is identified as being in the location that your ads are targeted to, then you will not be able to see the ad. If, for some reason, Google cannot determine the search location of your computer, you will also not be able to view your ad. If this is the only reason why you cannot see your ads, a simple solution would be to get on someone else s computer who lives in your ad s targeted area and try searching for your keywords on their computer. How Much Will Clicks Cost? Google can be very secretive at times they don t want anyone to know their trade secrets. So unfortunately, Google does not release the cost of clicks. The only way to really find out how much they will cost is to start a campaign and take it from there. Because the cost of every keyword and keyword phrase is different, it is determined by how much everyone else bidding on that same word are prepared to pay. So you can really only know the cost once you start a campaign. This is why you set a daily budget. When your Advertising Web Service account manager sets up your account, they will use a special keyword bidding tool that gives them starting ballpark figures. As you might guess, in the beginning it is really a matter of trial and error. That is the major reason why Advertising Web Service monitors your campaign continuously - to ensure that you re bidding the right amount for your keywords and receiving the best exposure possible for your online advertising budget. How Do I Find Out The Cost Of My Clicks? The easiest way to find out what you are actually paying for each click is to log into the Advertising Web Service Client Center and run a report. The results will clearly show you how much you are paying for each keyword and keyword phrase. What Is The Difference Between The Advertising Web Service Bill And The Google Bill? Advertising Web Service is a separate company from Google, Inc. The Advertising Web Service bill is a monthly management fee that does not include the cost of your clicks. Google will charge you for the cost of clicks you incurred in the Google AdWords program. This is also why you have to activate your account by providing your billing information to Google. How Do I Get My Ads To Appear On The First Page? This is a very common question nearly everyone wants the exposure that 14 15

10 comes from having your ads displayed on the first page of the Google search results! Having your ad appear on the first page depends on two main factors: The cost per click you re prepared to pay AND The relevance of the ad created. For example, if there are 30 people bidding on the keyword phrase carpet cleaning, and the top bidder is prepared to pay $1.50 a click and your bid (Cost Per Click) is set at 50 cents, then it s not likely that your ad will appear on the first page. To get this to happen, you need to make sure that your click price is as competitive as what other people are prepared to pay. As we said before, Google can be very secretive, and they do not release the cost of each click and bid positions. That s why when Advertising Web Service is beginning a campaign for you, a lot of the work comes down to trial and error. Your account manager will totally manage this process for you (with your input, of course!). The other factor that needs to be considered is the relevance of your ads to the search term and how relevant your ad is compared to all the other ads on the page. For example, if your ad gets twice as many clicks as the ad above yours, Google will look at both ads and consider your ad more relevant because it is getting more clicks. As a result, your ad will be bumped up on the page, even if your cost per click is lower than the bidder above you - strictly because your ad is more relevant. With Google AdWords, it is not always about who is prepared to spend the most. Relevance plays a very important role in efforts to get your ad to the top of the first page. That s where Advertising Web Service s copywriting expertise comes into play. Contacting Advertising Web Service You can reach Advertising Web Service at any time via the ticketing system in the Client Center. We can also be reached by telephone or . Advertising Web Service Telephone Support & Enquiries Australia France United States Advertising Web Service account managers are experienced at creating compelling ad copy that will ensure your ads are more relevant and receive more clicks than competing ads. This is the key to success with Google AdWords! 16 17

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