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ADWORD EXAM FUNDAMENTAL GUIDE


      AdWords Fundamentals assessment study guide

1)               About the AdWords Fundamentals assessment

2)               Grow your business with AdWords


3)               Where your ads can appear

4)               How costs are calculated in AdWords

5)               About Quality Score

6)               About AdWords campaign types

7)               How ad groups work

8)               About keywords

9)               About campaign budgets

10)         Write successful text ads

11)         About Keyword Planner

12)         About conversion tracking

13)         Account, campaign, and ad group performance

14)         Evaluating ad performance on the Search Network

15)         Optimizing your campaign for online sales

16)         Take the Fundamentals assessment


About the AdWords Fundamentals assessment

Welcome to the AdWords Fundamentals study guide!
This study guide is for those who want to prepare for the AdWords Fundamentals assessment. It provides information about the basic and intermediate aspects of online advertising and AdWords, including the benefits of online advertising, how to set up and manage an AdWords campaign, and how to measure and optimize your campaign's performance.
We recommend that you review the materials in this study guide and have on-the-job experience using AdWords to increase your chances of passing the assessment.

What's included in this study guide?

Once you've completed this study guide, you'll know how AdWords works. You'll also learn about the following:
·         How online advertising and AdWords can help your clients meet their advertising goals.
·         Google Search Network and Google Display Network campaign creation and management.
·         How to measure ad performance and optimize campaigns.
·         Industry best practices and strategies.

Assessment information

You can take the assessment through Academy for Ads, Google's online training program. In Academy for Ads, you can take the assessment and earn an AdWords certification from any learning path that has "certification" in its title.
·         Questions: The assessment is made up of 65 questions
·         Time: You'll have 90 minutes to complete the assessment
·         Passing score: You need to get a score of 80% or higher to pass
·         Retake period: If you don't pass the assessment, you can take it again after 1 day
·         Available languages: simplified Chinese, traditional Chinese, Dutch, English (UK), English (US), French, German, Italian, Japanese, Korean, Polish, Portuguese, Portuguese (Brazil), Russian, Spanish, Spanish (Latin America), Thai, Turkish, and Vietnamese

Grow your business with AdWords

Online advertising lets you target your ads to the type of customers you want, and filter out those you don't. When you advertise online with AdWords, you can use different targeting methods to reach potential customers right when they're searching for your products or services.
Reach your marketing goals

Take advantage of different ad formats and features to customize your ads to your different business goals, like adding a clickable "Call" button to your ads to get more phone calls, or using video ads to showcase your brand. Here are some common marketing goals that could work for you:
·         Take action on your website
·         Visit your store
·         Call your business
·         Install your app

Target your ads with keywords

When you advertise alongside search results on the Google Search Network, you select keywords to help target your ads to people searching for related terms. You can also choose to show your ads at certain times of day, and specify a location and language.

Get specific about your target audience

When you advertise on websites and mobile apps that show Google ads (called the Google Display Network) and YouTube, you can get even more specific by choosing the age of the people you want to reach, the types of sites they visit, and their areas of interest.

Only pay for results

You decide how much you want to spend, and pay only when someone interacts with your ad, like clicking your text ad or watching your video ad. You base your bids on whatever is best for your business.

Measure your ad’s performance

Quickly track your ad's effectiveness and easily make changes to improve results.

Advertise across platforms

Connect with customers no matter where they are—on their computers, tablets, mobile phones, even in apps.
See how Rachael’s Kitchen found success with AdWords.

Where your ads can appear

When you advertise with AdWords, your ads can appear on different places across the web depending on how you target your ads, to whom you choose to show them, and the types of ads you create.
This article describes where your ads can show and who might see them.

On Google Search and other search sites

Your ad can appear on Google when people look for the product or service you offer. When you create your ad, you'll choose a set of keywords—the words or phrases that will trigger your ad to show. Then, when people search using the words or phrases you picked, your text ads can appear alongside or above search results.
·         Google search sites: Ads can appear above or below search results on Google Search. They can appear beside, above, or below search results on Google Play, Google Shopping, and Google Maps, including the Maps app.

·         Google search partners: Ads might appear with search results on websites of Google search partners. For text ads, search partners include hundreds of non-Google websites, as well as Google Video, and other Google sites.

On websites that your customers visit

You can also choose to show your ads to people as they browse the web. Your text, image, and video ads can appear on the Google Display Network.

The Display Network is a collection of websites—including specific Google websites like Google Finance, Gmail, Blogger, and Youtube—that show AdWords ads. This network also includes mobile sites and apps.
If you've ever seen an AdWords ad on your favorite news site or in your Gmail account, and wondered how it got there, now you know: websites like these are part of the Google Display Network.
Your ads can appear on websites based on the targeting methods you choose. On the Display Network, there are several ways to target your ads:
·         Choose keywords and topics related to what your offer
·         Choose specific websites or pages
·         Choose specific audiences based on their interests, demographics, or whether they've visited your website before.

On different devices

You can show your ads to people as they search or visit websites on the go:
·         Your text ads can appear when people search on Google from their mobile devices and tablets.
·         Your text, image and video ads can appear on Google Display Network websites when people visit these sites from high-end mobile devices, such as iPhones, Android devices, or tablets.
·         Your ads can also appear on mobile apps, which are considered part of our Display Network.

In selected locations or languages

If you have text ads, you can choose to show them to customers in an entire country, a certain geographic location, and even to customers who use names of locations in their searches.
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To better reach your potential customers, you can also target your campaigns to the languages they speak. And if your customers speak multiple languages, you can create separate campaigns to manage ads and keywords for each of those languages.

How costs are calculated in AdWords

·         AdWords gives you control over your advertising costs.
·         There's no minimum amount that you have to spend (although your Ad Rank must be high enough for your ads to show). Instead, you set an average daily budget and choose how you'll spend your money.

Control your costs

Now that you understand the basics of how costs work in AdWords, let's look at the ways you can control your costs:
a daily budget to control how much you spend

Set Your average daily budget is the amount you're willing to spend each day, on average, for each ad campaign in your account. The size of your budget is entirely up to you and you can edit this amount whenever you like.
Recall that when you set your max CPC bid, the amount you're charged for a click on your ad in a given auction could be less than your max. This means the amount you pay for a click on your ad - your actual CPC - will likely vary from auction to auction. Even though your actual CPCs may vary, your daily budget puts a limit on how much you can accrue in click costs from day to day.
Your spend may exceed your average daily budget by 2 times. We call this overdelivery. Overdelivery can help make up for days when traffic is slow and your ads don't get as much exposure. However, in a given billing period, you're never charged more than the average number of days in a month (30.4) times your daily budget.

Example

If the budget for your ad campaign remains at $10 per day throughout an entire month, the maximum amount you would be charged for that campaign for that month is $304 ($10 x 30.4 average days per month). Recall that because of overdelivery, your daily cost might be more or less than your $10 daily budget on days when traffic is higher or slow.

Fine-tune your bids
If you use the cost-per-click bidding strategy, you set a maximum CPC bid for your ads. You can always lower your bid amount, but if you do, it might cause your ads to show up in a lower position on the first page of search results, to move from above to below the search results, or to be removed from the first page of search results. In general, a higher maximum CPC bid can allow your ad to show at a higher position on the page.

Tip

Put your bidding on autopilot with automated bidding. Set a daily budget, and AdWords will help adjust your CPC bids to receive the most possible clicks within your budget.

Get the most for your money
Google uses a measurement called Quality Score as an estimate of how relevant your ads, keywords, and landing page are to a person seeing your ad. Higher Quality Scores typically lead to lower costs and better ad positions.
How can you improve your Quality Score? Make sure that you choose high-quality keywords and create relevant ads. Here are a few tips to help you get started:
·         Choose keywords that are terms or phrases your customers would use to describe your products or services. High-quality, relevant keywords can help you reach the customer you want, when you want.
·         Create ads that are relevant to your keywords and what you're advertising. Relevant ads tend to earn more clicks, appear in a higher position, and bring you the most success.

Example

Let's say your maximum CPC bid is $2. Meanwhile, your competitor has a maximum CPC bid of $3 but the quality of his ads are below average. Because of the higher quality of your ads, your ad could actually show in a higher spot on the page, even though your bid is lower.
View your cost and payment history
Your AdWords account's billing "Transaction history" page provides easy access to your billing information. View daily advertising costs, payment details, and much more. Learn more about how to access your billing information.

Choosing a bidding strategy based on your goals

Every time someone searches on Google, AdWords runs an auction to determine which ads will show on the search results page, their rank on the page, and whether any ads will show at all. To place your ads in this auction, you first have to choose how you'd like to bid. Try choosing a bidding strategy based on your goals, like whether you want to focus on getting clicks, impressions, or conversions.
Click on ad
Focus on clicks on your ads.

This is known as a cost-per-click, or CPC bid. We recommend the CPC bidding method if you want to drive traffic to your website.
Several ads
Focus on viewable impressions, or the number of times your ad shows in a viewable place.

This is known as a cost-per-thousand viewable impressions, or vCPM bid. We recommend the vCPM bidding method if you want to increase awareness of your brand. Note that vCPM bidding is available for Display Network campaigns only.
Purchase confirmation page
Focus on conversions, or when people take a specific action on your website after clicking on one of your ads.
This is known as a cost-per-acquisition, or CPA bid. We recommend the CPA bidding method for seasoned AdWords advertisers who are interested in conversions, like purchases or signups.
These are the different bidding strategies that you can set. Read the section below to learn more about choosing a bidding strategy.

Choose a bidding strategy

Most people starting out in AdWords use the basic CPC bidding strategy, which means they accrue costs based on the number of clicks they get on their ads.
If you use the CPC bidding strategy, the amount you're charged per click depends in part on the maximum cost-per-click bid you set in your account, also called "max CPC" bid. This represents the highest amount that you're willing to pay for a click on your ad (unless you're setting bid adjustments, or using Enhanced CPC). In fact, the most you’ll pay is what’s minimally required to hold your ad position and any ad formats shown with your ad (including any applicable service fees that may apply to Display Network campaigns). So you'll often pay less than your maximum bid. The actual amount you pay is called your actual CPC.

About Quality Score

Quality Score is intended to give you a general sense of the quality of your ads. The 1-10 Quality Score reported for each keyword in your account is an estimate of the quality of your ads and the landing pages triggered by them. Three factors determine your Quality Score:
·         Expected click through rate
·         Ad relevance
·         Landing page experience
So, having a high Quality Score means that our systems think your ad and landing page are relevant and useful to someone looking at your ad.
This article explains how Quality Score works.

Quality Score is based on past performance data

Quality Score is an aggregated estimate of how well a keyword has performed overall in past ad auctions. Based on this data, each of your keywords gets a Quality Score on a scale from 1 to 10, where 1 is the lowest score and 10 is the highest. 
Null Quality Scores, designated by "—" in the table, appear when there aren’t enough impressions or clicks to accurately determine a keyword’s Quality Score.

Quality Score status columns

These status columns show you the 4 Quality Score values: Quality Score, Landing page experience, Ad relevance, and Expected click through rate (CTR).
These optional columns can be added in your keyword reports. You’re also able to see these scores in the text that appears when you hover over the keyword status icon speech bubble “(Ad disapproval bubble)”.

Historical Quality Score columns

These historical columns let you see past data for all 4 Quality Score columns: Qual. Score (hist.), Landing page exper. (hist.), Ad relevance (hist.), and Exp. CTR (hist.).
Historical columns will reflect the last known score for the reporting period. If you apply the "Day" segment to your keyword reports, AdWords will report daily values that reflect what your score was at the end of each day. Note that historical data won’t be available in these columns for dates earlier than January 22, 2016. However, if you previously used a third party or scripts to download historical Quality Score data, these should remain unaffected and this data will still be available.

Null Quality Scores

New keywords initially get a null Quality Score, designated by “—" in the table. As your ads run, your keywords accumulate performance data and your Quality Score may change. You may see changes in your Quality Score once you’ve had enough impressions. 
Occasionally, you may see keywords getting a lot of impressions, but still see a null Quality Score. This could happen when your keywords don’t have enough exact match impressions. Exact match impressions refers to ads showing on searches for terms that are an exact match of your keyword. So if there haven’t been enough times your ad showed for searches that were an exact match of your keywords, you could see a null Quality Score. 
Also keep in mind that keywords need recent exact match impressions to maintain a Quality Score. If a keyword doesn’t have enough recent traffic, its Quality Score may also turn back to null.

Different Quality Scores for the same keyword

Sometimes, you may see different Quality Scores for the same keyword across campaigns or ad groups. This is because the three components that make up Quality Score--expected clickthrough rate, ad relevance, and landing page experience--depend on the creatives, targeting, landing page, and other factors which can vary between ad groups. So if the ad groups are not exactly the same, the same keyword could have different Quality Scores across ad groups or campaigns.

How it differs from auction-time ad quality

Important: Your Quality Score is not used at auction time to determine Ad Rank. 
Ad Rank is calculated in the instant someone does a search that triggers your ad to compete in an auction. For Ad Rank, we take into account real-time signals such as the query and user context (Ex: type of device, language preference, location, time of day, the nature of the search terms, the other ads and search results that show on the page, and other user signals and attributes) to calculate more precise measurements of expected CTR, ad relevance, and landing page experience. Quality Score, on the other hand, is a more general estimate based on your average past performance. It also differs from Ad Rank in that it’s keyword-based.

A high-quality ad in action

Here’s an example of a good user experience based on an ad that is high quality and relevant. Let's say that you own a website that specializes in socks, and Sam, a customer, is looking for striped socks. Here’s how your ad (and high Quality Score keywords) connects Sam with what he wants.
·         When Sam searches Google for “men’s striped socks,” he sees your ad. (Your ad has “[striped socks]” as a keyword.)
·         Sam clicks the ad and lands right on your website’s “striped men’s socks” page. The page loads quickly and is easy for Sam to use.
·         Sam buys several pairs of striped socks.
That's what we consider a great user experience. Beyond a potentially higher Quality Score in most cases, relevant ads tend to earn more clicks, appear in a higher position, and bring you the most success.
Advertising with AdWords starts with creating a campaign. The type of campaign you choose to create should be based on your advertising goals. For example, if you'd like to show ads on Google.com to get more visitors to your website, you should choose a Search Network campaign.
Each advertising network has different types of campaigns to suit your goals. This article goes through some campaign types.

How different campaign types work

Choose the AdWords experience you're using. Learn more
As you get started with your campaign setup, you'll be asked to select campaign goals and pick a campaign type.
You can select a goal for your campaign based on the actions you’d like your customers to take. You can also select a campaign type, such as Search Network, Display Network, Shopping, or Video. You’ll then see recommendations for features and settings that can help you meet your campaign's main advertising objective. Keep in mind that all campaign settings and features will be available to you despite what goal you choose, and you can always make a change to your goal, or choose not to use a goal.
Goals include:
·         Sales
·         Leads
·         Website traffic
·         Product & brand consideration
·         Brand Awareness & reach
·         App promotion
The campaign type determines where customers will be able to see your ads, but you make this more specific by targeting your ads. Learn more about targeting your ads.
Campaign types include:
·         Search Network campaign
·         Display Network campaign
·         Shopping campaign
·         Video campaign
·         Universal App campaign
There have been some changes to campaign types in the new AdWords experience. For example, if you’d like to create a Search Network campaign targeting the Display Network (the equivalent of a “Search Network with Display Select” campaign in the previous AdWords experience), you can select “Search Network” as your campaign type, then opt in to the Display Network in your network settings. Learn more about Search Network campaigns in the new AdWords Experience.
Campaign types are centered around Google's advertising networks: the Google Search Network, the Google Display Network, and the YouTube Network.
These networks make up all of the places where your ads can appear, including Google sites, websites that show relevant Google ads, and other placements—like mobile apps.

 How ad groups work

An ad group contains one or more ads which target a shared set of keywords. You set a bid, or price, to be used when an ad group's keywords trigger an ad to appear. This is called a cost-per-click (CPC) bid. You can also set prices for individual keywords within the ad group. Use ad groups to organize your ads by a common theme, such as the types of products or services you want to advertise.

Group ad groups by similar themes

Many advertisers find it helpful to base their ad groups on the sections or categories that appear on their website. For example, let's say you sell desserts, beverages, and snacks on your website.
In the table below, each ad group contains a keyword list focusing on a product you'd sell. The keyword list in each ad group tells our system to show ads for these products only on websites related to them.
Ad group: desserts
Ad group: beverages
Ad group: snacks
cupcakes
soda
potato chips
pumpkin pies
coffee
pita chips
apple pie
iced coffee
beef jerky
chocolate cake
iced tea
salted peanuts
ice cream
sparkling water
mixed nuts
cookies
orange juice
rice crackers


              About keywords

Keywords are words or phrases that are used to match your ads with the terms people are searching for.
Selecting high quality, relevant keywords for your advertising campaign can help you reach the customers you want, when you want.
This article explains how keywords work, where your ads will show, and how much they cost.

How they work

To get your ads to appear when people search for your product or service, the keywords you choose need to match the words or phrases that people search for.

Example

If you sell frisbees, you can add "buy frisbee" as a keyword in your AdWords campaign. When people type "buy frisbee" on Google search, your ad might appear on the search results page. In addition, your ad could also appear on websites about ultimate frisbee.
When a customer searches for a term that matches your keyword, your ad can enter an auction to determine if it will show. Learn more about the ad auction.
The cost for each keyword will be different depending on the quality of your keyword, your competition in the auction, and other factors. Make sure your keywords and landing page are all closely related to the terms that a customer might be searching for or that would appear on websites a customer would visit. To help you understand the quality for your keywords, each keyword has a Quality Score
This score is based on expected clickthrough rate, ad relevance, and landing page experience. Higher quality ads typically lead to lower costs and better ad positions. Learn how to make sure your ads are relevant.

How to exclude searches

To prevent your ad from showing for particular searches, you can also add negative keywords.
Negative keywords can help you reduce costs by making sure your ad shows just to the audience you want. Learn more about negative keywords.

Example

If you sell dog clothes but your business doesn't carry any cat clothes, you can add "cat" as a negative keyword to make sure your ad doesn't appear to people looking for cat clothes., and you can still target searches for “pet clothes.”

Where your ads appear

You can choose to target your ads to a number of different ad networks. Keywords work a bit differently on each network:
·         Google search and search partner sites: When you build your ad groups, you select keywords relevant to the terms people use when they search, so your ads reach customers precisely when they're looking for what you offer.
·         Google Display Network: If you've chosen to show ads on Display Network sites, AdWords uses your keywords to place your ads next to content that matches your ads. Google's technology scans the content and web address of a webpage and automatically displays ads with keywords that closely match the subject or web address of the page. For example, on a webpage that includes brownie recipes, AdWords might show ads about chocolate brownies or delicious dessert recipes. Learn how to choose your keywords for Display Network campaigns.
·         Google Play: When promoting your mobile app, pick keywords that are related to the ways people look for apps. Add all of the keywords you imagine people might use. Keep in mind that Google may extend the scope of some of your keyword match types in ways that are specific to apps. For example, adding the word "app" when advertising outside of the Play network.

Tips

·         Choose your keywords carefully. Include terms or phrases that your customers would use to describe your products or services. Make sure your keywords directly relate to the theme of your ad and the page you're directing your customers to. Keywords of two or three words tend to work most effectively.
·         Group similar keywords.Try grouping your keywords into themes. These themes can be based on your products, services, or other categories. For example, if you sell rings, you can have a group of keywords for "engagement rings" and another group of keywords for "wedding rings." Then you can create separate ad groups for these groups of keywords and have specific ads for "engagement rings" and specific ads for "wedding rings."
·         Pick the right number of keywords. Most advertisers find it useful to have somewhere between 5 and 20 keywords per ad group.

      About campaign budgets

AdWords lets you set an average daily budget for your campaigns, with the flexibility to change it at any time. Your daily budget is the average amount you’d like to spend each day over the course of the month.
While your spend may vary each day, you won’t pay more than your monthly charging limit, which is the daily budget you set, multiplied by the average number of days in a month. On days when your ads are likely to get you more traffic, you may spend up to 2 times your average daily budget. Those days are balanced by days when your spend is below your daily budget.
If you’re creating a campaign with a specific start and end date, you can also set a total budget for the entire duration of the campaign. Campaign total budgets are currently available for video campaigns only.
This article explains how to decide on your daily budget, when to use a campaign total budget, and how budget changes take effect.

How to decide on a daily budget

With AdWords, you choose a daily budget for each campaign based on your advertising goals and the general amount you're comfortable spending each day.

Example

Let's say you normally spend $304 per month on advertising. To figure out your daily budget, you'd divide $304 by 30.4 and would get a daily budget of $10.
Using this example, here's how you'd figure out your daily budget:
304 / 30.4 = $10 per day (Monthly budget / Average number of days per month = Daily budget)
You can also create shared budgets, which let you allocate budget across multiple campaigns.

When to use a campaign total budget

When you already know how much you’d like to spend on your entire campaign, you can set a campaign total budget. Currently, campaign total budgets are only available for video campaigns with a specific start and end date. 
You’ll have the option to select “Campaign total budget” when you create a new video campaign. Keep in mind that you can’t change the budget type once a campaign is created. 
AdWords will try to spend your total budget evenly over the duration of your campaign while taking into account higher and lower traffic days to optimize your campaign’s performance. For example, let’s say your video campaign gets fewer views on Mondays and Tuesdays and more views on weekends. AdWords will optimize performance by spending more on days when your video is likely to get more views, while keeping your overall budget goals on track.
With a campaign total budget, you’ll only be billed up to the amount you enter for a campaign, even if AdWords serves more views or impressions than your budget allows.

How budget changes take effect

When you change your daily campaign budget you'll see these adjustments immediately in your account. Based on when you edit your budget, the way that your campaign spends your budget can vary. Here's what happens to your budget based on the time or frequency of your change:
Mid-day
Campaigns will typically spend around 50% of their budget in the day's first half and the remainder in the day's second half. However, if demand for your ads happens to be greatest early in the day, you might spend 70% of your daily budget in the morning.
If you made a budget change around noon, you might spend an additional 50% of your new daily budget in the afternoon, which could result in a total spend for the day which is slightly greater than either of the daily budgets which were in effect that day. This results from the fact that the system is designed to make up for low traffic days by slightly exceeding your daily budget on higher traffic days, as long we never exceed your monthly charging limit. Learn more about Why costs might exceed your average daily budget.
If you've lowered your daily budget significantly, it's also possible that your ad distribution will slow significantly for the rest of the day.
Multiple times a day
You'll be charged based on the highest daily budget that you chose for that day.
Mid-month
When you change your budget during the month, your spend for the rest of the month won’t exceed your new average daily budget multiplied by the remaining days in the month.
For example, let’s say you have a daily budget of US$5, and as of November 24 you’ve spent US$113. On the same day, you change your daily budget to US$10. The maximum you’ll be charged for the month of November will be:
$113 spent so far + ($10/day X 7 days remaining) = $183
Multiple times a month
The same calculation applies as the one for changing your budget mid-month.

Note

Even if you don't deliberately change your daily campaign budget, the following actions are considered budget changes (for computing the maximum amount you'll be charged within a calendar month):
·         Changing your campaign end date.
·         Changing your delivery mode (standard delivery or accelerated delivery).
·         Choosing a different time zone for your AdWords account.
Find out how to select a time zone, and how it affects your budget cycle.

Write successful text ads

To effectively reach potential customers, your text ads should be specific, relevant, attractive, and empowering. This article shares best practices for writing successful text ads and common mistakes to avoid.


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Highlight what makes you unique
Free shipping? Dazzling variety? Tell people! Showcase the products, services, or offers that make you competitive.
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Include prices, promotions, and exclusives
People often use Google search to make a decision about something. Give them what they need to decide. If you have a limited-time discount or stock an exclusive product, say so.
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Empower customers to take action
Are you selling something? Tell people what they can buy. Are you offering a service? Tell people how to contact you. Calls to action like purchasecall todayorderbrowsesign up, or get a quote make clear what the next steps are.
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Include at least one of your keywords
Keywords in your ad text show your ad’s relevance to what people want. For example, if you've included digital cameras as a keyword, your ad headline could be "Buy Digital Cameras." Learn how to build the best keyword list.
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Match your ad to your landing page
Have a look at the page that you're linking to from your ad (the landing page), and make sure that the promotions or products in your ad are included there. People might leave your website if they don’t find what they expect.
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Appeal to customers on mobile
People seeing your ads on mobile are more likely to want to know where you are, or to call you. Show your location and phone number with location extensions and call extensions. Also, consider creating ads devoted to people on mobile devices, using the mobile version of your website as a landing page, and offering specials suited to a mobile audience. Keep in mind, your text ads can appear differently on mobile.

See how your site scores on mobile speed, and get quick fixes to improve it. Test your site.

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Experiment
Create three to four ads for each ad group, and use different messages for each to see which does the best. AdWords rotates ads automatically to show the best-performing ads more often. Learn more about ad rotation.

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Check for common ad text mistakes
In order to make sure all AdWords ads are high quality, every ad must meet high professional and editorial standards. That means no  extra    spaces, sTrAnGe CAPITALIZATION, or unclear URLs, to name a few.
The following information only applies to standard text ads. To learn more about expanded text ads and get tips on how to write them, visit our guide.

           About Keyword Planner

Keyword Planner is a free AdWords tool for new or experienced advertisers that’s like a workshop for building new Search Networkcampaigns. You can use Keyword Planner to search for keywords and see how a list of keywords might perform. Keyword Planner can also help you choose competitive bids and budgets to use with your campaigns. 
This article goes over the ways you can use Keyword Planner to lay the groundwork for a successful campaign.

Benefits

You can use Keyword Planner to accomplish the following tasks:
·         Research keywords. Need help finding keywords to add to a new campaign? Or, maybe you want to find additional keywords to add to an existing campaign. You can search for keywords based on terms that are relevant to your product or service, website, or landing page.
·         Get historical statistics and traffic forecasts. Use statistics like search volume to help you decide which keywords to use for a new or existing campaign. Forecasts, like predicted clicks and estimated conversions, can give you an idea of how a list of keywords might perform for a given bid and budget. These forecasts can also help guide your decision on which bids and budgets to set.
It's important to keep in mind that while Keyword Planner can provide some great keyword ideas and traffic forecasts, campaign performance depends on a variety of factors. For example, your bid, budget, product, and customer behavior in your industry can all influence the success of your campaigns.

Tip


As you use Keyword Planner, remember to keep our tips for building the best keyword list in mind. 

How to search for new keywords

1.       Sign in to your AdWords account. 
·         Note: If you’re logged into a manager account, you’ll need to choose a managed account to use in order to continue. Learn more about manager accounts
2.       In the upper right corner, click the tool icon https://lh3.googleusercontent.com/ghHokfUMreWJ7NrM9GTSuJ7ki7fwur-m7ms2nksLLL0EbzKuFZm8hJDviDJH3cb8CLp_=w20-h20, then under "Planning," click Keyword Planner
3.       Type or paste one or more of the following in the "Find new keywords" search box and, on your keyboard, press “Enter” after each one:
·         Words or phrases that describe what you're advertising.
·         The URL of a webpage or entire website related to your business.
4.       Click Get started to get new keyword ideas and historical statistics, like average monthly searches or competition data. 
With your results, you can use the Keyword ideas page to:
·         Filter your results by keyword text, average monthly searches, top of page bid (low range), top of page bid (high range), competition, organic impression share, ad impression share, or exclude keywords already in your account.
·         See search volume data for your keyword ideas by date range.
·         See visualizations broken down by search volume trends, platforms, and locations. 
·         Download keyword ideas.
·         Add keywords to your plan to get forecasts broken down by location, language, or network settings.

How to get forecasts and historical metrics for your keywords

1.       Sign in to your AdWords account. 
·         Note: If you’re logged into a manager account, you’ll need to choose a managed account to use in order to continue. Learn more about manager accounts
2.       In the upper right corner, click the tool icon https://lh3.googleusercontent.com/ghHokfUMreWJ7NrM9GTSuJ7ki7fwur-m7ms2nksLLL0EbzKuFZm8hJDviDJH3cb8CLp_=w20-h20, then under "Planning," click Keyword Planner
3.       In the "Get metrics and forecasts for your keywords" search box, enter or paste a list of keywords, separated by commas or line breaks.
4.       Click Get started to see your forecasts.
5.       To see your historical statistics, like average monthly searches or competition data, click Historical metrics at the top of the page.
 
With your results, you can use the Forecasts page to:
·         Get updated keyword forecasts based on potential bids.
·         Sort your results by clicks, cost, match type, impressions, CTR, or average CPC.
·         Customize your forecasts by date range to see how seasonality affects traffic.
·         Visit the Plan overview page to see forecasts for top keywords, locations, and devices.
·         Download plan forecasts in an AdWords Editor-friendly format.
 
With your results, you can use the Historical metrics page to:
·         See historical statistics for your keyword ideas by date range.
·         Download historical statistics of the keywords in your plan.

About conversion tracking

Conversion tracking is a free tool that shows you what happens after a customer interacts with your ads -- whether they purchased a product, signed up for your newsletter, called your business, or downloaded your app. When a customer completes an action that you've defined as valuable, these customer actions are called conversions.
This article explains the benefits of conversion tracking, how it works, and our security and privacy standards. For setup instructions, see Set up conversion tracking.

Why use conversion tracking

·         See which keywords, ads, ad groups, and campaigns are best at driving valuable customer activity.
·         Understand your return on investment (ROI) and make better informed decisions about your ad spend.
·         Use Smart Bidding strategies (such as target CPA, enhanced CPC, and target ROAS) that automatically optimize your campaigns according to your business goals.
·         See how many customers may be interacting with your ads on one device or browser and converting on another. You can view cross-device, cross-browser, and other conversion data in your “All conversions” reporting column.

How conversion tracking works

Conversion tracking starts with you creating conversion action in your AdWords account. A conversion action is a specific customer activity that is valuable to your business. You can use conversion tracking to track the following kinds of actions:
·         Website actions: Purchases, sign-ups, and other actions that customers complete on your website. Learn more about how AdWords tracks website conversions.
·         Phone calls: Calls directly from your ads, calls to a phone number on your website, and clicks on a phone number on your mobile website. Learn more about phone call conversion tracking.
·         App installs and in-app actions: Installs of your Android or iOS mobile apps, and purchases or other activity within those apps. Learn more about mobile app conversion tracking.
·         Import: Customer activity that begins online but finishes offline, such as when a customer clicks an ad and submits a contact form online, and later signs a contract in your office. Learn more about offline conversion tracking.
The conversion tracking process works a little differently for each conversion source, but for each type besides offline conversions, it tends to fall into one of these categories:
·         You add a conversion tracking tag, or code snippet, to your website or mobile app code. When a customer clicks on your ad from Google Search or selected Google Display Network sites, or when they view your video ad, a temporary cookie is placed on their computer or mobile device. When they complete the action you defined, our system recognizes the cookie (through the code snippet you added), and we record a conversion.
·         Some kinds of conversion tracking don’t require a tag. For example, to track phone calls from call extensions or call-only ads, you use a Google forwarding number to track when the call came from one of your ads, and to track details like call duration, call start and end time, and caller area code. Also, app downloads and in-app purchases from Google Play will automatically be recorded as conversions, and no tracking code is needed.
Once you’ve set up conversion tracking, you can see data on conversions for your campaigns, ad groups, ads, and keywords. Viewing this data in your reports can help you understand how your advertising helps you achieve important goals for your business.

Security and privacy for website tracking

Google's security standards are strict. Only pages containing the Google conversion tag are tracked through this program. We use data encryption and secure servers.
Please ensure you're providing users with clear and comprehensive information about the data you collect on your websites, and getting consent for that collection where legally required.

Account, campaign, and ad group performance

AdWords is organized into three layers (levels): account, campaigns, and ad groups. By familiarizing yourself with the different levels of your AdWords account, you can easily find the exact performance data you're looking for.
Keeping the three levels in mind, you can customize your view of your performance data to make it as broad or specific as you want. To help you navigate, the side panel of your AdWords account starts with the broadest level -- "All campaigns" -- and narrows in focus as it moves downward. After clicking on an individual campaign, you'll see the ad groups contained in each one.
Your account is associated with a unique email address, password, and billing information. For reporting purposes, though, it's helpful to think of your account as a collection of campaigns. If you want to see performance data for your entire account, click All campaigns in the side panel of your AdWords account. Totals for all of the rows are listed at the bottom of your statistics table.

The Report Editor

The Report Editor is an analytical tool that allows you to engage with your data through multi-dimensional tables and charts.
·         A simple drag-and-drop interface lets you quickly build and manipulate multi-dimensional tables and charts, reducing the need to download your data for deeper analysis. 
·         Multi-segment analysis lets you slice and dice your data with finer granularity in your tables and charts.
·         Custom charts let you quickly visualize the patterns and trends in your data.
·         Advanced filtering and sorting allow you to filter on segmented metrics (e.g., mobile clicks) and sort by multiple columns.

See data for your entire account

Here's how to get a quick overview of your overall AdWords performance:
1.       Sign in to your AdWords account.
2.       Click the Campaigns tab.
3.       Click the Dimensions tab.
4.       Click the View button to select the time period that you'd like to use to organize your statistics.
5.       Once your statistics table looks the way you want, just click the download button Download icon to download it as a report.
Tip: Use the campaign type selector
You can use the campaign type selector to switch easily between reporting views by campaign type, like Shopping or Display Network. This option appears as a drop-down menu next to All campaigns in the side navigation menu if you have more than one campaign type in your account. You'll only be able to select a given campaign type if your account actually contains that type of campaign.

Your campaign data

An individual campaign has its own budget and settings that determine where your ads appear, and is made up of a collection of ad groups. Each of your campaigns is listed in the side panel of your AdWords account, and they also appear when you click the Campaignstab in the middle of your screen.
Multiple Campaigns

Your ad group data

Your ad group contains a set of similar ads and the words and phrases, known as keywords, that you want to trigger your ads to show. When you click on a campaign, AdWords will show you a view of the campaign's performance broken out by its individual ad groups. You can also see ad group data by clicking the Ad groups tab in the middle of your screen.
See a list of ad groups and the Ad groups tab

Example

Let's look at how a business might set up its AdWords campaigns and ad groups. The account belongs to a chocolate maker (yum!) who wants to advertise its products to increase online sales.
The owners decide to organize their advertising efforts into two campaigns. One campaign promotes their new line of chocolate bars, and the second promotes their holiday gift boxes. They split each campaign into targeted, relevant ad groups. One of the ad groups for the chocolate bar campaign is dedicated to the company's popular raspberry bar. Another is dedicated to a caramel bar, and a third to a chocolate bar infused with ginger. Here's what this account looks like:
Account:
Chocolate Maker

Campaign 1:
Chocolate bars
Campaign 2:
Valentine's Day gift boxes
Ad groups:
Raspberry bar
Caramel bar
Ginger bar
Ad groups:
30% off gift boxes
Free shipping on gift boxes
Luxury Valentine's chocolate
Each ad group can have multiple ads within it. This helps the chocolate maker compare performance for different ad text, for example, and see whether one version resulted in more clicks or sales than another.
Once you're familiar with the structure of your AdWords account, you can view and customize the data in your statistics table, and download reports to monitor the performance of your campaigns, individual campaigns, and ad groups -- as well as your ads and keywords.

Evaluating ad performance on the Search Network

You've created your ad, and it's up and running. Your next step is to find out how it's performing. Tracking statistics like clicks and impressions is a great way to start. It's also important to think about what you're trying to accomplish with your campaign, so you can focus on the statistics that can help you achieve your goals.
If you're new to tracking your performance, start by clicking All campaigns in the navigation menu on the left in your AdWords account. Click either Ads & extensions or Keywords from the page menu on the left to see statistics tables that show you a complete, customizable view of all of your data. You can keep the reporting simple or dig deeper for more detailed insights into the success of your campaigns.

The Report Editor

The Report Editor is an analytical tool that allows you to engage with your data through multi-dimensional tables and charts.
·         A simple drag-and-drop interface lets you quickly build and manipulate multi-dimensional tables and charts, reducing the need to download your data for deeper analysis. 
·         Multi-segment analysis lets you slice and dice your data with finer granularity in your tables and charts.
·         Custom charts let you quickly visualize the patterns and trends in your data.
·         Advanced filtering and sorting allow you to filter on segmented metrics (e.g., mobile clicks) and sort by multiple columns.

Clicks, impressions, and clickthrough rate

To help you get comfortable tracking data for your ads running on the Search Network, we suggest monitoring the clicks and impressions of your ads and keywords. Find these statistics listed in columns in your account's statistics table. If you don't see them, click the Columns icon Columns, choose Modify columns, and then select the columns you'd like to enable.
This video explains the importance of clicks and impressions for measuring success in your Google AdWords account.
You may also want to keep an eye on the following information about your ads and keyword

Optimizing your campaign for online sales

djust your bid manually for closer control

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If you're new to AdWords, using automatic bidding is a simple way to manage your cost-per-click (CPC) bids. As you get more detailed insights on what's working for you, you might want further control of your bids. In this case, you can consider using manual bidding, which allows you to adjust bid amounts for individual ad groups or keywords.
With manual CPC bidding, you can fine-tune your maximum CPC bids. If you find that certain keywords are more profitable, you can bid more strategically on those keywords. Here are a couple ways to do so:
·         Show your ads on the first page: To increase the chances of your ads showing on the first page, make sure your bids meet or exceed the first page bid estimates. Bidding competitively is an important part of getting your ads to show in the most visible spots.
·         Use bid adjustments to increase or decrease your bids: A bid adjustment represents a percentage change in your bids. You can increase or decrease every bid in your campaign to bid more or less across devices, locations, and time of day.

Choose keywords that reach qualified buyers

https://lh6.ggpht.com/MxpegQJtFT1mUOhLMZw29oWiso287MLP4jffczxXQ4bU-OwuBxyu9QtWywYU6WKfndw=w250
Taking a closer look at your keyword list can help you reach the best sales prospects, reduce your costs, and increase your return on investment.
Here are some tips for choosing the right keywords to drive more sales:
·         Align keywords with your product offerings: Be sure to include your core products as keywords. When your customers are ready to buy, they'll be searching for a specific product, so things like product names and models can make for high-performing keywords.
·         Understand the research and buying process: Try to understand what stage of the buying cycle a user might be in. To target serious buyers, you can try keywords that include words like buy or purchase. If you want to filter out research-oriented searches, you can add negative keywords like reviewratingcompare, or comparison.
·         Use negative keywords: Negative keywords let you filter out clicks that are less valuable to you. There are two main tools that you can use to find negative keywords—the Keyword Planner and the search terms report. For example, you might discover that the name of one of your products is also the name of a musical group. In this case, you can add negative keywords such as concertticketlyricalbum, or mp3.
·         Use the right match types: Using broad match (or broad match modifier) allows you to capture a wide range of search queries, while using exact match or phrase match gives you more precise targeting. If you know that a specific query is being used frequently, adding it as an exact- or phrase-matched keyword can help you manage traffic for it.
Learn more about keyword strategies with Keywords to the Wise or watch our video playlist:


Make your ads appeal to potential buyers

A successful ad is relevant and impactful. It delivers the right message at the right moment, motivating your customer to purchase with a strong call-to-action.
Here are some tips for writing effective ad text:
·         Set your ad apart from your competition: Use the Ad Preview and Diagnosis tool to see which ads are showing for a particular search. Your ad text should quickly convey how your business stands out, so featuring competitive prices and special promotions can be especially effective.
·         Highlight the customer benefit: Give customers more incentive to purchase by conveying how they'll benefit by choosing your business.
·         Keep it simple and specific: Focus on 1-2 selling points for stronger impact. If you try to pack too many selling points in your ad text, your message can get lost.
·         Use a landing page that drives sales: Your ad should bring people directly to a page where they can buy the specific product you're advertising. Think of it this way: The connection between your ad and landing page is the bridge between a potential customer and a purchase. The stronger they're connected, the more likely you are to generate sales.
·         Run seasonal ads: Customize your ads to fit the season and the promotion you're running. Take advantage of seasons (summer, winter, "back to school") and specific holidays (Valentine's Day, Halloween, etc.) to promote your products.
·         Use title case: Capitalizing the first letter of every word can help boost clickthrough rates.
·         Use ad extensions to enhance your ad: Take advantage of ad extensions to show extra information about your business.

Take the Fundamentals assessment

Congratulations!
You've completed the AdWords Fundamentals assessment study guide. Now it's time to test your knowledge.

About the assessment

The Fundamentals assessment covers basic and intermediate concepts, including best practices of online advertising and AdWords, and best practices for managing and optimizing AdWords campaigns. Here are details about the assessment:
·         Questions: The assessment is made up of 65 questions
·         Time limit: You'll have 90 minutes to complete the assessment
·         Pass rate: You need to get a score of 80% or higher to pass
·         Retake period: If you don't pass the assessment, you can take it again after 1 day
·         Available languages: simplified Chinese, traditional Chinese, Dutch, English (UK), English (US), French, German, Italian, Japanese, Korean, Polish, Portuguese, Portuguese (Brazil), Russian, Spanish, Spanish (Latin America), Thai, Turkish, and Vietnamese

Passing the assessment

To become certified, you need to pass the AdWords Fundamentals assessment and one of the additional advertising assessments that are available through Academy for Ads. The additional assessments are Search Advertising, Display Advertising, Mobile Advertising, Video Advertising, and Shopping Advertising.
Once you earn a certification, you'll be able to highlight your expertise with a personalized certificate that you can print from your Academy for Ads profile.
Ready to take the assessment at Academy for Ads? Click the button below and search for the AdWords Fundamentals learning path with "certification" in the title.
 Good luck!
Go and write exam

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