you can find in this presentation all the information you need to pass Google Adwords fundamentals exam.

1. Google Adwords
Fundamentals

2. Benefits of Adwords
1. Targeting.
2. Control your costs.
3. Measure your success.
4. Manage your campaigns.

3. Google Advertising Networks
• Search Network:
(Google search, Other Google sites; Maps ,Shopping) where you can search
customers actively searching for specific products.
The Search Network can help advertisers do the following:
• Show their text ads next to Google search results
• Reach customers actively searching for their specific product or service

4. Google Advertising Networks
• Display Network :
The Display Network includes a collection of Google websites (like Google
Finance, Gmail, Blogger, and YouTube), partner sites, and mobile sites and
apps that show AdWords ads matched to the content on a given page.
The Display Network can help advertisers to do the following:
• Use appealing ad formats to reach a wide range of customers with broad
interests.
• Build brand awareness and customer loyalty.
• Increase engagement with customers.
• Choose more specifically where their ads can appear, and to what type of
audience.

5. Search Ad Formats
• Text Ads:
Headline
Display URL
Description
• Ads With Extensions:
Display information about your business (phone number,
location , links to other pieces of relevant content).

6. Display Ad Formats
• Text Ads.
• Image Ads.
• Rich media Ads.
• Video Ads.

7. Quality Of Your Ads
• To know how to optimize the quality of your ads, You should
understand the Quality score and the Ad rank.
Quality score : is an estimate of the quality of your ads &
landing pages triggered by that keywords in auctions
throughout the day.
Ad rank : determines the order in which your ad shows up on
the page (ad position).

8. Components Of Quality Score
1. Expected CTR.
2. Ad Relevance.
3. Landing Page Experience.
Notes :
• Each keyword gets a quality score on a scale from (1 to 10).
• The more relevance between your ad and the landing page, the
higher quality score you will have and the higher ad position and
the lower CPC you will get. So, even if the competitor bids higher
than you ,you can win higher ad position at a lower price.
• Quality score is one factor that affects the ad rank , the other
factors are (bid amount & the expected imapct of extensions and
other ad formats).

9. What You Pay?
Ad words gives you control over your costs, You can choose how you
will spend your money according to your advertising goals.
The bidding strategies:
• Cost per click (CPC): if you want to focus clicks on your ads & to
drive traffic to your website.
• Cost per thousand impressions (CPM): if you want to focus on the
number of times your ad shows and increase awareness of your
brand ,(it is available only for display network campaigns).
• Cost per acquisition (CPA): if you want to focus on people when
they take specific action on your website after clicking on your Ad

10. What You Pay?
Notes :
• when using CPA bidding the actual amount you’ll be charged
might exceed your specific bid due to factors outside Google's
control (changes to website or ads, increased competitions in an
ad auction).
• To use CPA bidding, you will need to either set up (conversion
tracking, cross-account tracking or be importing data from Google
analytics) but in order to use conversion tracking you should make
at least 15 conversions in the last 30 days.
• You will need to use conversion optimizer to know historical info
about your campaign and automatically finds the optimal CPC bid
for your ad each time it is eligible to appear.

11. Types Of Campaigns
• Search network only :this campaign works by linking your
keywords to the words or phrases someone uses to search,
this type is useful to connect with customers when they are
searching for products & services.
• Display network only: this type works by matching your ads
to websites and other placements with content related to
your targeting.
• Search network with display select: allows you to show your
ads on Google search network & relevant placements within
the display network.

12. Campaigns Sub Types
• Standard : using basic options (location, language , targeting
, bidding ,the budget settings & common ad extensions).
• All features: using more advanced options (social &
experimental settings , ad scheduling , ad delivery ,advanced
location options).
• Remarketing: show your ads to people who already visited
your website when they browse other sites on the display
network.
• Ads in mobile apps: showing your ads in apps your ads will
get matched to apps through out the display network.

13. Structuring Adwords Account
Ad words is organized into three layers:
• Account : your account is associated with a unique email
address and billing information.
• Campaigns : each campaign has its own budget ,settings that
determine where your ad appear.
• Ad groups : each ad group within a campaign contains a set
of similar ads & keywords that you want to trigger your ads
to show.

14. Example
Account
www.electrostore.com
Campaign 1
TV
Ad group 1
3D TV
Keywords
Ad group 2
HD TVs
Keywords
Campaign 2
cameras
Ad group 1
SLR cameras

15. Targeting Your Audience
Keyword match types

16. Display Network Targeting
You can use different targeting methods to match your ad to
places or audiences on the display network.
1. Contextual targeting
• Keywords: ad words looks for sites with content related to
your keywords.
• Topics: it lets you place your ads on website pages about the
topics that you choose.

17. Display Network Targeting
2- Audiences ,you can target your ads based on audiences.
• Audiences : (Affinity audiences-custom affinity audiences-in
market audiences).
• Interest categories: people who have interest in your
product.
• Remarketing
• Demographics: (age , gender & so on ..)
3-Managed placement targeting: it allows you to pick individual
sites or mobile apps where you want to show your ads.

18. Display Network Targeting
4- location& language targeting:
• Location: you can target geographic areas to show your ad,
you can select entire countries, regions, cities or certain
distances around your business location.
• Language: show your ads to customers who speak particular
language.
5- Device targeting: targeting people who are searching or
visiting display network sites using (IPhone, Android or smart
phones).

19. Setting bids &Budget
• Ad words system will aim to show your ads as much as
possible until your daily budget is met & due to the
fluctuation in traffic ,ad words can allow up to 20% more
clicks in a day than your budget specifies.
• There are two ad delivery methods which determine how
quickly your ads are shown& how long your budget lasts
during a given day.
1-Accelerated delivery method :Uses your budget more quickly
2- Standard delivery method: it burns the budget slowly
throughout the day.

20. Bid Adjustments &Flexible Bid Strategies
Bid adjustments: allow you to increase ,decrease every bid in
your campaign to bid more or less competitively for searches
across devices ,locations & time of day. for campaigns that
target Google display network , bid adjustments set for
specific targeting methods like topics, placements to show
your ads to the most relevant audience.

21. Flexible Bid Strategies
Flexible bid strategy When to use it or not Where it can be applied
Maximize clicks: set bids to
get the most clicks for a
target spend amount.
Use when your goal is to
get traffic to your website.
Don’t use when you have
strict ROI & CPA goal.
Campaigns, ad groups &
keywords
Target search page
location: Google set your
bids in accordance to the
first page or top of page
bid estimate
Use when you want to be
on the first page or top of
page and cost is not an
issue.
Don't use if you have a
small budget or strict ROI.
Campaigns ,ad groups &
keywords.
Target cost per acquisition:
sets bids in accordance to
reach your target CPA goal.
Google will set bids to get
as many conversions as
possible within an average
CPA.
Use when you want to get
the most conversions for a
target CPA.
Don’t use when you want
control over bids and ad
scheduling.
Campaigns & ad groups.

22. Flexible Bid Strategies
Flexible bid strategy When to use it or not Where it can be applied
Enhanced cost per click:
adjusts the bids you
manually set up or down
based on a click likelihood
to convert.
Use when you want to get
more conversions but still
want control over your
bids.
Don’t use when you are
limited by budget.
Campaigns & ad groups
Target return on Ad spend
(ROAS): sets bids to
maximize conversion value
while aiming to reach an
average return on ad
spend.
Use when conversions
have different values and
you want them to meet a
target return.
Don’t use when you don’t
know the different values
of your conversions.
Campaigns ,ad groups &
keywords.

23. Creating Ad Groups
Researching new keywords :
• Use Keyword Planner(Display planner): is a free ad words tool
that helps you build Search network campaigns by finding
keyword ideas ,estimating how they may perform based on
historical statistics and traffic estimates and organizing keywords
into ad groups based on your product , service and landing page.
• Review Search Term Report :a list of search terms that people
have used before seeing your ad & clicking it. use this report to
refine your keywords so that only the right searches cause your ad
to show.
Optimizing your keywords: use keyword match types, use negative
keywords.

24. Types Of Ad Formats
1. Ad extensions.
2. Image.
3. Wap mobile.
4. App promotion Ads.
5. Video.
6. Product listing Ads.
7. Call only Ads.

25. How To Create An Effective Ad?
1. Connect your ads & keywords .
2. Highlight what makes you unique.
3. Include a call to action.
4. Match your ad to your landing page.
5. Tailor your ads for mobile.
6. Use ad extensions.
7. Experiment .

26. Google Ad words Reports
• Search term report : it allows you to see the terms people
were searching for when your ad was shown .
• Top movers report: it lets you see which campaigns have the
biggest changes (increases, decreases) in clicks ,costs
,conversions and show you some possible causes for those
changes ,if your costs go up or clicks go down you can know
why.

27. • Paid & organic report: you can see how often pages from
your website are shown in Google search results , and which
keywords are triggering those impressions. This information
helps you better understand how paid text ad and organic
search results work together to help you reach people
searching online, use the organic results to identify new,
potentially valuable keywords, and gain a holistic view of
how your online presence is performing overall in terms of
attracting views and clicks.
• Auction insights report: you can use it to compare your
performance to other advertisers participating in the same
auction .you can see how often your ads rank higher in
search results than those of other advertisers.

28. Tools To Measure your performance
• Conversion tracking : is a free tool to measure what happens
after a customer clicks on your ads whether they purchased
your product or filled out a contact form & so on.
How it works: you will need to put a small (HTML)or (Java
script) code on the page your customer see after they have
completed a conversion on your site .when a customer clicks
your ad and reach the page with your conversion code ,it is
recorded as a successful conversion for you.

29. Tools To Measure your performance
• Google analytics: is a free Google product that provides in-
depth reporting on how people use your website ,you can
link Google analytics and your ad words account to get an
entire view of your customer’s behavior . This info helps you
know how much of your website traffic or sales comes from
Ad words.

30. Tools To Measure your performance
• Campaign experiment : allows you to test changes to your
account (keywords, bids ad groups , placements ) on a
portion of the auction.
How it works : when you set experiment , you decide what
sort of change you want to test (adding new keywords ,
raising a bid , using different placements ), you decide what
percentage of your auctions should have this experimental
change.

31. How To Optimize Your Campaign?
• How to improve your return on investment:
If you find a large percentage of visitors have clicked your ad
but haven't made a purchase or performed an action , follow
the following steps;
1. Use a landing page that is more relevant to your ad, use
highly relevant keywords and ad text.
2. Adjust your bids , increase the bid for keywords that show a
profit to increase the exposure and generate more traffic
and decrease the bid for keywords that aren't profitable.

32. How To Optimize Your Campaign?
3. For campaigns running in the display network, you can use
placements tab to see all of the WebPages , apps , videos
where your ad appeared, if you find your ad performs well
on a given website , try adding that websites as a managed
placement .

33. Tips For A Successful Campaign
• Use keyword diagnoses to give you detailed view of each
keyword’s quality score along with tips for improvement
such as (use negative keywords, remove duplicate keywords
& so on).
• Enhance your ad with extensions (site links extensions, call
extensions , location extensions )because it tends to improve
the click through rate of your ads.
• Experiment different bids & budgets to see what work well
in accordance to your advertising goal.

34. Tips For A Successful Campaign
• Use ad scheduling ,it is an advanced setting to let you adjust
the budget for your budget during certain time periods for
example increase CPC bids by a certain percentage on days
or times of day that are most profitable and vice versa.
• Increase your brand awareness on the display network with
a brand engagement campaign , you can use rich media ad
formats (flash, animation & video ) to reach customers and
encourage them to interact with your ads.

35. Important Metrics & Tools In Adwords
• Converted Clicks : the number of Ad clicks resulting in one
or more conversions within your chosen conversion window.
• Conversion Rate: the average number of conversions per ad
click shown as a percentage.
• Cost Per Conversion: is a metric that measures how much
your business pays in order to attain a conversion.
• Adwords Editor : is a free app that allows you to make
changes to your account info , edit your campaigns & then
upload changes to your adwords.

36. Important Metrics & Tools In Adwords
API : application programming interface that allows advertisers to
automate adwords reporting and campaign management.
The Actual CPC: is the final amount you are charged for a click , it is
less than the maximum CPC.
Ad words search funnels : are set of reports describing the ad click &
imps behavior on google.com that leads up to a conversion ( the
series of steps a customer takes before making a conversion).
Ad preview tool : it enables you to view your ads as they would
appear on a regular Google search results page, without accruing
extra impressions for your ad . It also allows users to test their ads
and see them in various geo-graphic locations without actually
being in those areas.

37. Presented By Riham ElDemery