Pay Per Click marketing is a miracle of the modern world. In fact I believe history will show it to be the most important development in advertising this decade. Never before has it been possible to spend 5 bucks, open an account and have brand new, precisely targeted customers coming to your website within minutes.
Compared to banner ads, link exchanges, buying space in e-zines, waiting weeks or months for your search engine listings to show up -- or, God forbid, spamming people in your search for new customers -- AdWords is a web marketer's dream come true.
I am going to show you how to use this program however there is one book you should look at buying if you really want to tweak this system to its fullest. I suggest these resources not just for you to have a look at and possibly purchase but also for you to see how the professionals present their information and handle the selling process. Everything should be a learning process not just a slap hazard event so go and look at Perry Marshll's eBook on Google adwords and he also has a great little free course.
This is what we mean by specialising in a product and Perry has done an excellent job and is asked to speak everywhere on this topic.
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To start you off however here are the official guides. They are very hard to find however they are here for you to download. I have already done all the work for you.
AdWords Demos and Guides
These guides focus on specific features of AdWords to help advertisers get the most out of their advertising investment. Viewing these files requires Adobe® Reader. Click the link to launch the PDF file within your browser or right-click the link and select "Save Target As..." to download the file to your desktop. |
Account Navigation
You are in total control with an easy-to-use interface and the in-depth reporting you need to make smart decisions about your advertising.
- Check the status of your ads and change account information 24/7.
- Select date ranges and the level of reporting detail.
- Access payment history and pending charges.
- Edit your ads and account settings at any time at no additional cost.
From the three tabs at the top of the AdWords Control Center you can access the main sections of your account: Campaign Management, Reports, and My Account. Below are screenshots and explanations of what you can find and do while navigating through these sections.
Campaign Management
The Campaign Management section lets you view both summary and detailed performance information and make changes to your advertising campaign.
Campaign Summary
View your overall account performance at the campaign level. Review campaign status and daily budgets. View statistics for Clicks, Impressions (Impr.), Clickthrough Rate (CTR), Average CPC (Avg. CPC) or Average CPM (Avg. CPM, for site-targeted ads), Cost, and Average Position (Avg. Pos). Click a campaign row to access a more detailed campaign report (fig. 1).
Fig. 1
1. Time Period Reporting: View statistics for yesterday, today, last 7 days, this month, last month, all time, and any date range you specify.
2. Search Feature: Search your entire account for matches among your keywords, ad text, and Ad Group or campaign names.
3. Edit Campaign Settings: Change your campaign name, daily budget, language/country/regional targeting, start and end dates, and ad distribution preference.
4. Change Campaign Status: Pause, delete, or resume your campaigns at any time.
View Campaign
View summary Ad Group status and statistics per campaign for Clicks, Impressions (Impr.), Clickthrough Rate (CTR), Average CPC (Avg. CPC) or Average CPM (Avg. CPM), Maximum CPC or Maximum CPM settings, Cost, and Average Position (Avg. Pos). Click an Ad Group row to access a more detailed Ad Group report (fig. 2).
Fig. 2
1. Time Period Reporting: View statistics for yesterday, today, last 7 days, this month, last month, all time, and any date range of your choosing.
2. Edit Ad Group Name/Status: Rename, pause, delete, or resume your Ad Groups at any time.
3. Change Maximum CPC: Change your maximum CPC (for keyword-targeted Ad Groups) or maximum CPM (for site-targeted Ad Groups) at any time.
View Ad Group
View detailed Ad Group statistics for Clicks, Impressions (Impr.), Clickthrough Rate (CTR), Average CPC (Avg. CPC) or Average CPM (Avg. CPM), Cost, and Average Position (Avg. Pos).
1. Ad Management: View/create/edit/delete ads at any time, and view statistics on specific ad performance.
2. Keyword/Price Management: Add/Edit/Delete keywords and change your maximum CPC settings for your Ad Groups at any time. Set specific maximum CPCs and Destination URLs for each keyword, or post several at a time.
- Filter Tool: Filter your keyword list by text, stats, type, or status.
- Keyword Tool: Get additional keyword suggestions for your keyword list.
3. Detailed Ad Group Statistics:
- Clicks: The clicks accrued for the relevant campaign.
- Impressions: The number of times an ad is displayed on Google and on Google's ad network.
- Clickthrough Rate: Clickthrough rate (CTR) is the number of clicks your ad receives divided by the number of times your ad is shown (impressions).
- Average CPC: The default keyword matching option is broad matching, and unless you choose to target your keywords as exact matches, your ad will show for all variations of your keyword up to your maximum CPC amount. Because your keyword can have many variations, each with their own unique CPC, the CPC shown is the average for all variations of your keyword.
- Average CPM: For advertisers who choose to run cost-per-impression advertising, the average CPM shows the typical cost per 1000 impressions.
- Cost: The actual cost accrued for clicks on your ad.
- Average Position: Unless you choose specific keyword matching options, your ads will likely appear for many variations of your keyword. Your position will vary according to your maximum CPC/keywords and will be influenced by competing advertisers' maximum CPC/keywords. Therefore, the position shown is the average for all unique positions associated with each variation of your keywords.
![]() | Reports
The Reports section lets you view summary account performance information and create detailed reports for your records. Click a report type to begin creating a report (fig. 3).
Fig. 3
1. Recent Saved Reports: Access any of your saved report templates to create a new report.
2. Account Summary: View account-wide statistics for your entire account history for: Total clicks, Total impressions, Total Clickthrough Rate (CTR), Average CPC (Avg. CPC), Total cost, and Average position.
3. Build a Report: Create many kinds of reports: Keyword, Ad Text, Ad Image, URL, Account, Campaign, Ad Group. Or customise your own.
- View: For averaged statistics, click the radio button next to Summary data. For statistics by day, click the radio button next to Daily metrics.
- Date range: For a general date range, click the radio button next to the first drop-down box and select your dates. For a more specific date range, click the radio button next to the second drop-down box and select your beginning and end dates.
- Campaign status: Select your campaign status from the drop-down box.
- Graph: To view a report on your web browser, click the radio button next to Online (.html). To download a report to your computer, click the radio button next to Downloadable (.csv).
- Save and email: To save your report preferences for future use, click the checkbox next to Save this report as and enter a name for your template (your template will appear under Saved Reports at the top of this page). Additionally:
- To have your reports emailed to you regularly, use the drop-down box after Email it to me as an attachment to select the frequency of the emails.
![]() | My Account
The My Account section lets you view your summarised billing history, your detailed payment history, and access or edit your user account preferences (fig. 4).
Fig. 4
1. Billing Summary: View your billing summary for any month, or any month-to-month date range.
2. Billing Preferences: Update your billing information and apply promotional codes.
3. User Preferences: Edit your account login information (email address, password, or language display settings), email communication preferences, your primary business type, or your SquareTrade ID (if applicable). You can also use this page to review the AdWords Terms and Conditions for your account at any time.
Billing Summary
View your billing summary for any month, or any month-to-month date range (fig. 5).
Fig. 5
1. Month: The month of reported activity.
2. Date: The date of payment activity for your account.
3. Activity: Account adjustments, charges, or declined payments that occurred for the reported month, and unique invoices for each payment toward your account. You can also review a summary of all advertising costs for the month.
4. Credits: Costs per campaign are itemised by the date billed and relevant invoice number. Adjustments are also itemised, and may reflect promotional credits, credits for invalid clicks toward your account, and courtesy credits applied by AdWords client services specialists.
5. Charges: Subtotaled charges for the current month.
6. Balance: Overall balance, which may be carried forward or outstanding, depending on the last payment made for the clicks accrued for your account. The amount shown reflects reported click costs accrued and may not reflect your most recent clicks. If the balance is zero, then you have recently made a payment and additional clicks have yet to be reported.
Invoice Details
View itemised payment information for your account by invoice (fig. 6). Print invoices for your records.
Fig. 6
1. Invoice Details: Invoice/payment date and time, applicable taxes, and your invoice number. You can also print your invoice, which will include your payment terms (immediate charge or credit line), and all line items associated with your payment.
2. Account Adjustments and Fees: Applicable fees (account activation or re-activation) and billing adjustments that may reflect promotional credits, credits for invalid clicks toward your account, and courtesy credits applied by AdWords client services specialists.
3. Advertising Charges by Campaign:
- Campaign: Relevant campaign for which activity was recorded.
- Date Range: Corresponding dates for activity accrued per campaign.
- Billable Activity: Explanation of charges (Clicks, Impressions, or Overdelivery credit).
- Number of Clicks or Impressions: Number of clicks or impressions accrued.
- Daily Budget: The daily budget for the relevant campaign for the delivery period shown.
- Amount: Charges accrued during the delivery period shown. This amount may also include overdelivery adjustments.
- Total: Subtotals appear per campaign in the right-hand column; the final line represents total advertising charges for the invoice.
Advertising Costs
View advertising costs by campaign (fig. 7).
Fig. 7
1. Campaign: Relevant campaign for which activity was recorded.
2. Date Range: Corresponding dates for activity accrued per campaign.
3. Billable Activity: Explanation of charges (Clicks, Impressions, or Overdelivery credit).
4. Number of Clicks or Impressions: Number of clicks or impressions accrued.
5. Daily Budget: The daily budget for the relevant campaign for the delivery period shown.
6. Amount: Charges accrued during the delivery period shown. This amount may also include overdelivery adjustments.
7. Total: Subtotals appear per campaign in the right-hand column; the final line represents total advertising charges for the invoice.
Payment Details
1. Payment Received: View or print a receipt of account charges, including the payment subtotal, method of payment, and date and time of the transaction.
Fig. 8
2. Payment Declined: View itemised payment declination information and learn the reason our billing system was unable to process your payment(s).
Fig. 9
Expect Success
Quentin Brown
MP3 Sound Stream
http://www.msincome.com.au
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