AdWords 101

1. What is PPC

PPC, or pay-per-click, is a form of online advertising wherein an advertiser pays a publisher each time someone clicks on their ad. PPC managers bid on keywords relevant to their business and target audience, and the publisher will show ads to people who enter search… [Read More]

2. Account Setup

To set up your Google AdWords account, you can use any email account you have. However, we prefer to use a Gmail account (one we set up specifically for the account) because you can automatically link it to all other Google services (like Google Analytics, Webmaster… [Read More]

• AdWords Express
• Google AdWords Campaigns
• Google AdWords Ad Groups
• Accepting a My Client Center Request

3. PPC Account Structure

A Google AdWords account is grouped into Ad Campaigns, and then Ad Groups. Ad groups contain a group of keywords and ads related to those keywords. How many keywords should be in an ad group? Experts advise no more than 18. However, quality trumps quantity… [Read More]

• Google Search Network
• Google Display Network
• Google Remarketing
• YouTube Advertising
• Location Targeting
• Device Targeting

4. Keyword Research

Thorough keyword research is essential to the success of your Google AdWords campaigns. The keywords you select will be the building blocks of your ad groups, and are a considerable determining factor in how your ads perform, where and when they will be shown… [Read More]

• Understanding Keyword Relevance
• Keyword Match Types
• Keyword Mining With SQRs
• Negative Keywords
• Building Out Keyword Lists

5. Creating Great Ads

A Google AdWords account is grouped into Ad Campaigns, and then Ad Groups. Ad groups contain a group of keywords and ads related to those keywords. How many keywords should be in an ad group? Experts advise no more than 18. However, quality trumps quantity… [Read More]

• Text Ads For Search Network
• Text Ads For Display Network
• Remarketing Ads
• Image and Animated Ads
• Ad Extensions

6. Tracking & Conversions

Thorough keyword research is essential to the success of your Google AdWords campaigns. The keywords you select will be the building blocks of your ad groups, and are a considerable determining factor in how your ads perform, where and when they will be shown… [Read More]

• AdWords Conversion Tracking
• Types of Conversions
• Conversion Attributes
• Google Analytics
• Alternative Analytics Tracking

7. Managing CPA

Cost Per Acquisition (CPA) serves to inform you how much money you’re spending to generate a specified action (web page view, sign up, purchase etc.). CPA is the cost of the total ad spend divided by the number of conversions. This key metric will give you a… [Read More]

• Lowering the Cost-Per-Click (CPC)
• Raising Quality Score
• Raising Click-Through Rates (CTR)
• Bid Management

8. PPC Landing Pages

A landing page is the webpage where people who click your ad will be taken after clicking on your ad. Its the same one entered into your destination URL when you are creating an ad in Adwords… [Read More]

• Landing Page Basics
• Creating Relevant/Targeted Landing Pages
• Landing Pages & Quality Score
• Landing Page Load Times

9. Advanced Management

Managing a Google AdWords account is an art. It takes years of experience, trial and error, in-depth knowledge of the program and a keen understanding of marketing and your target audience. Understanding the intricacies of the program requires dedication… [Read More]

• Dynamic Keyword Insertion
• Enhanced Campaigns
• Google Shopping Campaigns

10. AdWords Glossary

A comprehensive Google AdWords glossary with definitions of all the major terms used in pay-per-click advertising. [Read More]

11. AdWords Case Studies

Take a look inside real-life case studies that show you how to solve specific Adwords related hurdles. [Read More]