13. B. Need-to-know of search ads
• You control how much you are willing to spend per click / daily
budget / max budget
• Cost of your click is determined by Ad Rank (you + others)
• Ad Rank = Quality score x max CPC bid
• QS = relevancy of your keyword + ad + landing page to search query
• Your keywords will start with QS 6/10
• Read AdWords editorial guidelines before creating ads
14. B. Need-to-know of search ads
• Coupons available (for example ‘spend 10€, get 40€’) for new
AdWords accounts
• Most data available almost instantly
• Conversion and impression share data delay up to 48h
• Hire a professional (in-house or agency) after you can afford
bigger budgets
16. C. How to set it up?
• Creating an account is really easy
• Hint: you can use any email address (create a Google account -> use
existing email)
• Basic structure:
• Campaign
• Ad Group
• Keywords + ads
• Hint: group keywords that are very similar to single ad group
• Hint: create at least 2 ads for each ad group
18. C. How to set it up?
• Campaign level settings:
• Type of campaign
• Location and language targeting
• Hint: Use „Target: People in my targeted location“
• Hint: Try listing regions of the country instead of country
• One domain only
• Daily budget
• Ad Schedule
• Mobile bid adjustments -100% to +300% (also on ad group level)
19. C. How to set it up?
• Understand keyword match types
• Exact match: [european innovation academy]
• Phrase match: „innovation academy“
• Broad match modifier: +academy +innovation
• Broad match: innovation academy
• Hint: do not use broad match
• Hint: start with keywords that are most likely to generate converting traffic
• Hint: use at least 2-word keywords
20. C. How to set it up?
• Understand and use different ad extensions, especially:
• Sitelink extensions (additional links to your site)
• Call extensions (click-to-call for mobile devices)
• Callout extensions (your key strengths)
• App extension (direct link to live mobile app within Google Play and/or
Apple App Store)
• Hint: add recommended description texts where possible
21. C. How to set it up?
• Conversion tracking
• Set up Google Analytics
• Hint: use Google Tag Manager for your Analytics tag
• Link AdWords and Analytics accounts
• Set up conversion tracking or goals in Google Analytics
• Import at least one GA conversion/goal to AdWords
• Calculate your cost per conversion target
23. D. Optimisation
• Start optimising already on a 2nd day
• Use negative keywords to block irrelevant searches (find search
terms report and use it regularly)
• Adjust keyword level max CPC based on performance
• Hint: If campaign status „Limited by budget“ - lower bids
• Pause high volume keywords with no conversions
• Use bid adjustments (device, location, day/time)
24. D. Optimisation
• Add new keywords similar to those that bring conversions
• Compare click-through rates and conversion rates of ads within
one ad group – pause worse performing ad and create a new
one based on better performing ad
• If you can, pause keywords with very low quality score (1-3)