1. BID:how much amount does advertiser paying to the google for a click.

2. BUDGET: An amount that you set for each ad campaign to specify how much, on average, you'd
like to spend each day.

3. SAMPLE ACCOUNT STRUCTURE:

1. Determine which ads are creating the optimal conversions (like sales or leads) and traffic.
2. Monitor changes easily.
3. Have better control over budgets and costs.
4. Locate specific keywords quickly.
5. Manage and edit your campaigns easily.
4. DISPLAY NETWORK :is a network which includes all google partners like google, youtube, google
blogger etc and hundreds of non -google partner websites

There are no key words for these display network

SEARCH NETWORK: is a network includes all google search domains like google.com, google and various
non google search partner websites ehow.com, aol.com

5. QUALITY SCORE: is assigned by google taking the consideration of BUDGET, BID, CTR, ACCOUNT
STRUCTURE,HISTORICAL PERFORMANCE,RELAVANCE.

Q.S is a num 1 to 10.

It doesn’t existence display network

Only keywords have quality score

6. AD RANK:

AD RANK=QUALITY SCORE *(BID+AD EXTENSION)

7. KEYWORD MATCH TYPES:

BROAD MATCH: when we r creating ads we can give our own keywords. When u use broad match ur ads
automatically run an relavant variations of ur keywords even if these terms are not in any keywords list. This
helps you attract more visitors to ur website spend less time building keywords list and focus on keywords that
work.

PHRASE MATCH: used for certain products.eg:”harry potter books”. we can’t break the keywords. it consist
double quotes.with dis we can show ur ads to customers who r searching for ur exact keyword and close
variance of exact keywords wid addition words before or after. Phrase match is more targeted them the default
broad match but more flexible then exact match.

EXACT MATCH: wid dis u can show ur ad to customers who r searching for ur exact keyword or closed
variants of ur exact keyword of the 4 keyword matching options exact match gives u the match control over who
sees ur ads and can result an higher CTR.

NEGATIVE MATCH: a type of keyword that prevents ur add from being triggered by a certain word or phrase.
It tells Google not to show ur ad to any1 who is searching for that phrase.

8. SEARCH TERM REPORTS: the use of search term that people had use before seeing ur ad and clicking it
use this report to refine ur keywords so that only the right searches cause ur ad to show .this report shows every
search query that resulted in ur ad being shown and click.

9. AD EXTENTION: these the text ads with an added information with extra information ur company.
 1. MANUAL EXTENSION:

1. App extension

2. Call extension

3. Location extension

4. Followed extension: unique features providing company

5. Cycling extension: consist of some cyclic page links.

6. Side link extension: about ur reviews of sites.

2. AUTOMATED EXTENSION:

1. Consumer rating

2. Previous visits

3. Dynamic structure snippers

4. Sakers rating.

10. BILLING:

How you pay (payment setting): This is how you make your payments. Your choices are:

Automatic payments: You're automatically charged after your ads run, either 30 days after your last automatic
charge or when you reach a preset amount (known as your threshold), whichever comes first. You can also
make payments at any time to control your costs.
Manual payments: Pay when you want for future costs. With this setting, you make a payment before your ads
run. Then, as your ads run and you accrue costs, the credit from your payment will decrease. When your
payment is used up, your ads will stop running.
Monthly invoicing (credit line): Some businesses are eligible for a Google credit line if they meet certain
requirements. With this method, you accrue costs and receive a monthly invoice. Then, you pay for these costs
with a check or bank transfer. Your payments are within a timeframe that you've agreed to with Google,
according to terms and conditions.
Your payment method: This is what you use to pay your bills, such as a credit or debit card. The choices
available to you will depend on your country (that is, the country of your business address) and the currency
you've selected for your AdWords account.
11. ADWORDS EDITOR:

The AdWords power tool. AdWords Editor is a free, downloadableGoogle application for managing
large AdWords accounts efficiently. Download your campaigns, make changes with powerful editing tools,
then upload the changes to AdWords.
 12. KEYWORD GROUPING:

AdWords keyword grouping is the most important and the most overlooked pay-per-click marketing activity.
Grouping keywords for AdWords brings compounding benefits to your PPC activities, since tight, well-
organized keyword groups make for high-performing AdWords ad groups with:

 High click-through rates (CTR)

 More conversions
 High Quality Scores
 Low cost per action (CPA)

13. ACCESS LEVELS: share ur Adwords account with other people in ur business. Invite others to manage ur
campaign set budgets or simply view ur reports depending on the level of access u want to give them.

1. EMAIL ONLY ACCESS: can receive notifications, emails ,and reports.

2. READ ONLY ACCESS: can receive notifications, emails and reports. Can sign in and run reports ,can
browse the campaign, opportunities and tools tab .

3. STANDARD ACCESS: the 1st 3points of read only. Can unlink manager account, can view and edit any part
of an account and its campaigns including billing can grant email only access.

4. ADMIN ACCESS: all the points of standard and additional point can give account access. Change access
levels and can cancel invitations from other users.

14. MCC ACCOUNT:

15. DISPLAY ADS:

 Use text, images, and color schemes effectively

 Experiment with different display ad types and content designs
 Take advantage of templates within the Ad gallery
 Create your own custom images
 Generate display ads based on your existing text ads

16. CONVERSIONS:

A conversion happens when someone clicks your ad and then takes an action that you’ve defined as valuable to
your business, such as an online purchase or a call to your business from a mobile phone.
 Conversions help you understand how much value your online ads bring to your business.
 Conversion tracking is a free tool in your account that can help identify what customers do after clicking your
ad.
 There are two types of conversion data that you might see in your reports:
 Conversions reports every conversion made within your chosen conversion window after an AdWords click
(according to your counting settings of either "Every" or "One" for each conversion action).
 Converted clicks reports every AdWords ad click resulting in one or more conversions within your
chosen conversion window. This means that even if your counting settings are set to count one conversion and
more than one conversion actions happen following a single ad click (example: one email signup and one quote
request), this column will still show "1" for that click. This helps you gauge unique customer acquisitions, but
doesn’t give you a sense of the relative values of each converted click.
 17. CONVERSION OPTIMIZER:

AdWords Conversion Optimizer is a tool that helps acquire the most conversions possible at a defined target
cost per acquisition. Instead of manually manipulating bids and generating conversions at any cost, conversion
optimizer automatically adjusts bids so conversions are generated within a defined CPA boundary.
Conversion Optimizer acquires conversions within this defined boundary by analyzing campaign history and
performing a behind the scenes predictive analysis of which Search or Display auctions are most likely to
convert. Bids are automatically increased or decreased based on whether AdWords believes a specific auction
will convert or not. Manual bidding only reduces cost per click, but doesn’t take into account what auctions are
most or least likely to convert.
There are two types of CPA targeting in conversion optimizer. One method of CPA targeting is maximum cost
per acquisition and the other method is target cost per acquisition. Below are definitions of these CPA target
types:
Max CPA: The most an advertiser is willing to pay for a conversion. Essentially you are saying ‘I won’t pay
any more than ‘x’ for a conversion.
Target CPA: A more flexible bidding option where conversion optimizer targets both more and less expensive
auctions and arrives at an average CPA target. The benefit of this option is that the system is opened up to a
wider pool of auctions.
Campaigns need 15 conversions over a 30-day period to be eligible for Conversion Optimizer. AdWords needs
enough history to properly do its predictive analysis. Although Google uses all time conversion history, the most
recent history will be weighted most heavily and relied upon the most when determining which auctions to
enter.

18. OPTIMIZATION:

19. EFFECTIVE CAMPAIGNS:

20. PLACEMENT PERFORMANCE REPORT:

The Placements Performance report includes all statistics aggregated at the placement level, one row per
placement. If other segment fields are used, you may get more than one row per placement.

21. ADS PREVIEW:A tool in your account that helps identify why your ad might not be appearing. The tool
also shows a preview of a Google search result page for a specific term. This helps you see which ads are
appearing for your keyword.

 Use this tool to check the status of your ad for a particular keyword. Once you enter a search term and other
criteria like language and location, the tool will tell you whether your ad is eligible to appear in that situation.
 If you want to see how your ad appears in search results, it's better to use this tool than to do a search on Google.
You'll see the exact same results as a Google search but you won't harm your performance by accumulating ad
impressions every time you look for your ad.
 To use the Ad Preview and Diagnosis tool, click the tool under the "Tools and Analysis" menu at the top of your
AdWords account
22. CHANGE HISTORY:
A tool that lists the changes you've made to your account during the past two years. See details about changes
like when you paused your campaign, who added a keyword, and the amounts of your previous budgets.
 You can view all changes for a particular date range, filter the results by the type of change (such as budget
adjustments or keyword edits), or see changes for a particular campaign or ad group.
 The change history tool shows each change within a timeline, mapped to your account data
(like impressions, clicks,conversions, clickthrough rate, and cost). Compare your changes with the timeline
of performance data to help know which changes may have contributed to changes in your performance.
 If you've given other people access to your account using their own login, you can also use the tool to see who
made certain changes.
 23. ADWORDS EDITOR:
24. LANDING PAGE QUALITY:
Landing page experience refers to how good we think someone's experience will be when they get to your
landing page (the webpage they end up on after clicking your ad). You can improve your landing page
experience by:
 providing relevant, useful, and original content,
 promoting transparency and fostering trustworthiness on your site (for example, by explaining your products or
services before asking visitors to fill out forms sharing their own information),
 making it easy for customers to navigate your site (including on mobile sites), and
 encouraging customers to spend time on your site (for example, by making sure your page loads quickly so
people who click your ad don’t give up and leave your site prematurely).
Your landing page experience affects not only your Quality Score, but also your Ad Rank and advertising
costs.

25. KEYWORD INSERTION:

An advanced AdWords feature that dynamically updates your ad text to include one of your keywords that
matches a customer's search terms.
 To use this feature in your ads, you insert a special piece of code into your ad text. For example, let's say you're
running a campaign to advertise your candy store and you have an ad group that promotes your chocolate candy
products. The snippet of code that you'll insert in your ad text might look like the
following: {KeyWord:Chocolate}. Doing this means that when a keyword can't be inserted in your ad, we'll
insert Chocolate instead.
 Then, when a customer uses one of your keywords in their search, AdWords automatically replaces the code
with the keyword that triggered your ad.
 This feature allows you to have one ad that appears differently to customers depending on their search terms,
making your ads appear more relevant and useful.

26. DYNAMIC SEARCH:

Unlike most text ads, which are targeted to queries directly by keywords, Dynamic Search Ads show based on
the content of your website. This means you don't have to maintain lists of keywords or landing pages. Here are
a few reasons Dynamic Search Ads can be useful for your campaigns:
 Dynamic Search Ads uses Google's organic web-crawling technology to automatically target relevant search
queries based on your website content
 Incremental traffic from Dynamic Search Ads can fill in gaps in your keyword campaigns for great return on
investment (ROI)
 Dynamic Search Ads offers a powerful way to target ads to many queries through an easy campaign-creation
workflow

27.MOBILE ADS:

Many mobile devices, such as smartphones, have full Internet browsers. These browsers can display websites
similar to the ones you'd see on a desktop computer, as well as mobile optimized sites. High-end mobile devices
can also host apps, which people can download from the app store in their device, or from a website.
The wide variety of media available on mobile devices means you can show ads in many different formats.
Testing your message using multiple ad formats can help you understand what drives customers to your website
or to download your mobile app. However, in general, starting by tailoring your message to be compelling to
customers on mobile devices can help your ads look and perform much better in any format.
 To make sure your ad looks great on the small screen, you can create a mobile-optimized ad with a message,
display URL, and landing page specifically for mobile devices. To do so, select the "Mobile" checkbox next to
the "Device preference" setting. If your ad groups contain ads that are eligible to appear on all devices and
mobile-optimized ads, only your mobile preferred ads will appear on mobile devices.
28. CALL ONLY ADS:

Call-only ads allow you to include a phone number in your standard text ad. The rules that apply to text ads
generally apply to call-only ads too. To help make sure that your phone numbers are accurate and appropriate

29. YOUTUBE ADS:

TrueView video ads are video ads that can be created in AdWords using YouTube videos. The rules that apply
to text ads generally apply to TrueView video ads, too. To ensure your ads are appropriate and meet our
technical guidelines, we also have additional requirements when using the TrueView ad format

30. ANALYZING CAMPAIGNS:

31. OPPORTUNITIES TAB:

 Think of the tab as a personal assistant who customizes opportunities for your account. It can help you
discover new keywords, improve your bids and budgets, and more.
 People who've managed their AdWords account long enough to have developed some performance history
should try the tab.
The Opportunities tab looks at your account's performance history, your campaign settings, and Google search
volume and trends, and automatically generates opportunities that could improve your performance.

If you have an account history to work with, the tab can help you:
 See performance estimates based on historical data
While the Opportunities tab doesn't predict whether your ads will do well, it does tap into a lot of data from the
past like your campaign performance and what people search for on Google, to give you an idea of how each
opportunity might improve your performance.
 Make improvements without spending a lot of time
The Opportunities tab looks for opportunities for you, so that you can focus on making decisions instead of
conducting research.
 Keep your campaigns fresh
Have you been using the same keywords for awhile? When's the last time you changed your bids? The
Opportunities tab can help you keep your account fresh.
32. RUNNING REPORTS:

33.FREQUENCY CAPPING:

A feature that limits the number of times your ads appear to the same person on the Display Network.
 Frequency is the average number of times a unique user sees your ad in a position of "1" over a given time
period. Use frequency capping to help control the maximum number of times that you'd like each person to see
your ad on theDisplay Network.
 When you turn on frequency capping for a campaign, you set a limit for the number of impressions you will
allow an individual user to have per day, per week, or per month. You also choose whether the limit applies to
each ad, ad group, or campaign.
 Only impressions that were viewable count towards frequency caps. An ad is counted as viewable when 50% or
more of the ad shows for one second or longer for display ads and two seconds or longer for video ads.
 34. SHARED LIBRARY:shared library items that can be shared with multiple campaigns or ad groups

TYPES:

1. audiances

2. bid strategies

3. budgets

4. business data

5. campaign negative keywords

6. campaign placements explosions

35. ADVANCED CAMPAIGN SETTINGS:

1. Ad extensions: Show relevant business information (such as a phone number) with your text ads. Create and
manage your ad extensions from the "Ad extensions" tab.
2. Schedule: Start date, end date, ad scheduling: Specify certain hours or days of the week when you want
your AdWords ads to appear. You can also adjust bids for your ads during certain time periods.
3. Ad delivery: Ad rotation, frequency capping: Your ad rotation selection determines how often we deliver
your active ads in relation to one another within an ad group. Frequency capping limits the number of times
your ads appear on the Google Display Network to a unique user.
4. Automatic campaign optimization (Display Network only): By default, your campaign is optimized based
on the targeting elements you've selected, such as keywords, audiences, or placements. Select "Auto-
optimized" if you'd like Display Campaign Optimizer to find additional conversions for your campaign
automatically.
5. Experiment (BETA): Make experimental changes to your bids, keywords, and ad groups in your campaign.
As traffic accumulates on your experiment, statistical differences may emerge. Evaluate and apply changes
based on your tests.

36.MAX CPA:

TARGETED CPA: This is the average amount you’d like to pay for a conversion. The target CPA you set
may influence the number of conversions you get. Setting a target that is too low, for example, may cause you to
forgo clicks that could result in conversions, resulting in fewer total conversions.
AdWords will recommend a target CPA after you’ve set up a new bid strategy and chosen which campaigns to
apply it to. This recommendation is calculated based on your actual CPA performance over the last few weeks.
We’ll exclude performance from the last few days to account for conversions that may take more than a day to
complete following an ad click. You can choose whether to use this recommended target CPA or to set your
own.
37.INVALID CLICKS:

Clicks on ads that Google considers to be illegitimate, such as unintentional clicks or clicks resulting from
malicious software.
 Here are just a few examples of what Google may consider to be invalid clicks:
 manual clicks intended to increase your advertising costs or to increase profits for website owners hosting your
ads
 clicks by automated clicking tools, robots, or other deceptive software
 extraneous clicks that provide no value to the advertiser, such as the second click of a double-click
 Each click on an AdWords ad is examined by our system, and Google has sophisticated systems to identify
invalid clicks and impressions and remove them from your account data.
 When Google determines that clicks are invalid, we try to automatically filter them from your reports and
payments so that you're not charged for those clicks. If we find that invalid clicks have escaped automatic
detection, you may be eligible to receive a credit for those clicks. These credits are called "invalid activity"
adjustments.
38.A/B SPLIT TESTING:

39. OVER DELIVERY:

 Overdelivery can help make up for days when traffic is slow and your ads don't get as much exposure. Here's
how: to make sure that you don't miss showing your ads on a popular day, Google might use more of your
budget on some days and less on other days. When this happens, your total daily cost could be up to 20% more
than your average daily budget.
 However, our system makes sure that after an entire month of service, you're never charged more than
your monthly charging limit -- the average number of days in a month (30.4) multiplied by your average daily
budget.
 If Google overdelivers your ads too much, and you accrue more costs in a complete monthly billing period than
your budget allows, a credit might be applied automatically to your account.
 Note that for campaigns that are paused in the middle of the month or that otherwise don't run for the full month,
you may see discrepancies between your average daily budgets and your total charges.

40. ECPC AND ECPM:

Enhanced cost-per-click (ECPC) is a bidding feature that raises your bid for clicks that seem more likely to lead
to a sale or conversion on your website.

CPM: CPM bidding means that you pay based on the number of impressions (times your ads are shown) that
you receive on the Google Display Network.
You'll use viewable CPM bidding to make sure you only pay when your ads are able to be seen. Existing CPM
bids will be converted to vCPM automatically, but it's best to update your bids since viewable impressions are
potentially more valuable.
41.AUTOMATED RULES:
Automated rules let you make changes in your account automatically, based on settings and conditions you
choose. You can change your ad status, budget, bids, and more. For example, if you want to boost your keyword
bid any time your ad falls off the first page of results, you can set a rule for that. In addition, you can use
automated rules to trigger emails, without taking any other action, when specific conditions occur.
Using automated rules can save you time, by cutting down the need to monitor campaigns and make frequent,
manual changes.
By clicking the Automate button in your account, you'll choose the settings for your rule, preview it, and then
sit back and relax while the system manages your account. Keep in mind, though, that the system isn't as smart
as you are, so you'll need to set appropriate limits for your rules and review your logs occasionally to be sure the
actions taken by the rules are the result of enough data.
42.DIMENSIONS:

Accessing the Dimensions tab gives you the opportunity to analyse historical data from various viewpoints
directly from the interface itself rather than having to download reports; this can performed at an ad group,
campaign or account level depending on how general or specific you wish to review the data. These different
Dimensions help you to dissect your account in a number of ways including the following:

 Time
 Conversions
 Reach and frequency
 Labels
 Destination URL
 Geographic
 User locations
 Search terms
 Automatic placements
 Free clicks
 Call details

This may seem like a large list to work through but spending a bit of each time on each one can be fully
beneficial to optimising your account, before you can do that though you will need to find where to review these
different Dimensions.

Where can I see these Dimensions?

The Dimensions can be accessed in a few simple steps:

1. After logging into your account select the level you wish to review the Dimensions at whether it be a whole
campaign or just an ad group for example.
2. Next click on the Dimensions tab which is located to the right side of the tab row.
3. Click on the View: drop down menu to be presented with a list.
4. Select which Dimension you wish to analyse and ensure that you have columns enabled along with a suitable
date range.

43.CAMPAIGN EXCLUSIONS:
44.TARGETING METHODS:
The method that you choose to match your ads to places it can appear. Keywords and placements are the most
common examples.
 You can use more than one targeting method in an ad group, such as keywords and managed placements.
 On the Display Network, for each individual ad group, you can choose whether you want to add a targeting
method to show your ads and set bids on, or to set bids only. For example, if you add placements to an ad group,
you can choose one of these two options:

 Show ads only on these placements (default): Your ads will be targeted based on the method that you selected,
and will only show if one of the placements you've added is matched.
 Show ads on all eligible placements: Show ads based on your other targeting methods, but set bids on this
method to increase your chances of showing there.
45.ADWORDS DISCOUNTER:
46.REMARKETING:
Remarketing helps you reach people who have visited your website or used your app. Previous visitors or users
can see your ads as they browse websites that are part of the Google Display Network, or as they search for
terms related to your products or services on Google.
To set up remarketing, you'll need to add the remarketing tag to your website or app, create remarketing lists,
and build remarketing campaigns that use your lists.
 47.ANALYTICS:
Linking a Google Analytics property to your AdWords account can help you analyze customer activity on your
website after an ad click or impression. This information can shed light on how much of your website traffic or
business comes from AdWords, and help you improve your ads and website.
Linking accounts allows you to import Google Analytics goals and transactions, see Google Analytics data in
your AdWords reports, and import Analytics remarketing audiences. You’ll also see AdWords data in your
Analytics reports.
This article will show you how to link your accounts, or how to edit or unlink Google Analytics properties.

48.MANUAL CPC:
A bidding method that lets you set your own maximum cost-per-click (CPC) for your ads. This differs from automated bid
strategies, which set bid amounts for you.
 Manual CPC bidding gives you control to set the maximum amount that you could pay for each click on your ads.
 You start by setting a maximum cost-per-click (CPC) bid for your entire ad group (called your default bid), but you can also
set separate bids for individual keywords or placements. For example, if you've found that certain keywords are more profitable,
you can use manual bidding to allocate more of your advertising budget to those keywords.
 If you're not sure which keywords or placements are most profitable, or if you don't have time to devote to managing manual
bids, consider a Maximize Clicks bid strategy instead. Maximize Clicks is an automated bid strategy that automatically sets
your bids to help get as many clicks as possible within your budget

49.ENHANCED CPC:
Enhanced cost-per-click (ECPC) is a bidding feature that raises your bid for clicks that seem more likely to lead to a sale
or conversion on your website. That helps you get more value from your ad budget.

Imagine that your job is to stand outside a barber shop and bring in new customers. If a businessman with shaggy hair comes
walking by, you give him a big wave and a hello. If a bald man walks by, not so much.

ECPC does a similar job for your AdWords ads. It's a bidding feature that looks for ad auctions that are more likely to lead to
sales for you, and then raises your max CPC bid up to 30% (after applying any bid adjustments you've set) to compete harder
for those clicks. ECPC factors in real-time details such as device, browser, location, and time of day to adjust your bids during
each ad auction.

ECPC double-checks itself by leaving part of your traffic alone to work with your regular max CPC bids. Then it compares the
two sets of results and adjusts accordingly. So when you choose ECPC, you should see conversion results that are better than,
or at least the same as, the results you get without it.

ECPC for text ads is available on the Search Network and the Display Network, except in campaigns that promote mobile app
downloads. For Shopping ads, ECPC works only on Google Search.

50.Target CPA:
Some conversions may cost more than your target and some may cost less, but altogether AdWords will try to keep your cost
per conversion equal to the target CPA you set. These changes in CPA take place because your actual CPA depends on
factors outside Google's control, like changes to your website or ads or increased competition in ad auctions. Additionally, your
actual conversion rate can be lower or higher than the predicted conversion rate.

51.