Account, Campaign and Ad Group Management. Jan. 28th, 2015

Transcription

1 Account, Campaign and Ad Group Management Jan. 28th, 2015

2 Advertising Fundamentals Advertising Fundamentals Exam covers basic aspects of AdWords and online advertising including account management and the value of search advertising. 120 minutes 90 questions 85% passing score Validity period of 24 months

3 AdWords Certification (Pass 2 Exams) The AdWords certification covers the fundamental aspects of online advertising and campaign management, using Google tools like AdWords, Analytics and DoubleClick.

4 Navigating your AdWords account

5 Setting up currency and time zone When you create your account, you'll be asked to choose both a currency type and your time zone. You may change your time zone once, however, you can never change the currency you choose for your account so select these settings carefully. They're used to determine how you're billed. Choosing your currency You should select the currency that you want to use to pay your advertising costs.

6 Understanding alerts and notifications When AdWords has information we want you to see right away, we'll display a notification right in your account, in one easy-to-find place. You can also change your preferences to receive these notifications by .

7 Structuring Your AdWords Account Account Campaign Ad Group Ads

8 Choose your campaign settings Campaign Settings Campaign name Type Networks Devices Locations and languages Bidding and budget Ad extensions Advanced settings

9 Choosing the right campaign type You can choose from the following campaign types targeting these networks: Search Network only Display Network only Search Network with Display Select (a combination of both networks)

10 Choose your location and language settings You can help ensure that your ads reach the customers you want. Use location and language settings to have your ads appear to customers in your targeted geographic locations, or to customers who have selected your targeted language as their interface language. Example Let's say that you own a business in Norway and you've targeted your ads to the country of Norway, and set your target language to Norwegian. This means that your ads can appear on Google for customers in Norway who have set Norwegian as their interface language.

11 Choose your bid and budget

12 Because customer traffic fluctuates from day to day, Google may allow up to 20% more clicks (or other ad activity for campaigns on another bidding option) in one day than your average daily budget specifies. We call this overdelivery. However, our system makes sure that in a given billing period, you're never charged more than 30.4 multiplied by your daily budget amount. For example, if you budget $10 per day, the maximum you would pay is $304. If Google shows your ads too often and your costs for the month end up exceeding what you should have paid in a month given the daily budget you've set, a credit will automatically be applied to your account. For instance, if your monthly charging limit is $304, and you've accrued $310 in costs in a given billing period, you'll receive a credit for $6 and only be charged $304. Choose your bid and budget

13 Use ad delivery to set the pace of your ads Standard Standard Vs. Accelerated How it works: The standard delivery method aims to evenly distribute your budget across the entire day (12 a.m. 11:59 p.m.) to avoid exhausting your budget early on. Accelerated How it works: The accelerated delivery method displays your ads more frequently as soon as each day starts (12 a.m.), until you reach your average daily budget. So, if your campaign is limited by budget, your campaign may exhaust its average daily budget more quickly, causing your ad to stop running earlier in the day.

14 Understanding your campaign status

15 Managing more than one campaign & managing Ad Groups

16 Helpful Links AdWords Help Center AdWords Glossary AMA East Bay Website AMA Website