Google Adwords for online Marketing

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Creating an AdWords Account Review an elearning
If you're new to online advertising, the first step is to establish your advertising goals. You'll
probably find it easier to build your account once you can answer these questions:
1. What does your company (or division) do? Do you have different product lines? What are
they?
2. Who's your primary audience (target market) for your products and services? Do you
need to reach different audiences with separate sets of keywords or ads?
3. What are you trying to sell or promote? What do you want people to do (buy, visit,
download, subscribe)?
4. What results would you like to see? What would you consider a good return on your
investment?
To sign up for an AdWords account, visit the AdWords homepage at
https://adwords.google.com. Click Start now to begin, then follow the guided steps to complete
your account setup.
If you have an existing Google Account, you'll be able to use that account for AdWords. Note
that any existing Google account you enter must not have previously been linked with AdWords.
Note: When you set up an account, you're asked to select a permanent time zone and currency for
the account. Your time zone and currency settings can't be changed after you set up your
account, so please choose carefully.

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AdWords Account Access
To sign in to your AdWords account:
1. Visit the AdWords homepage at https://adwords.google.com.
2. Enter your email address and password in the appropriate fields, and click Sign in. (If
you're already signed into Google or AdWords with this information, Google skips this
step and takes you directly to your account.)
If you have trouble accessing your account, click I cannot access my account below the sign-in
form.
If you forget your password, you can request a new one. Note that if you use other Google
products like AdSense or Checkout with the same Google Account username, changing your
AdWords sign-in information will also update your sign-in information for those services.
AdWords accounts have several levels of account access.
· Administrative: This is the highest level of access. These users can view, edit, and
manage any part of an account and its campaigns (with the exception of sign-in
information and language settings). Only those with Administrative Access may invite
and disable access for other users, view pending invitations, and change another user's
level of access.

· Standard: Standard Access users have almost the same capabilities as Administrative
Access users, except that Standard Access users cannot invite others to share access,
change user access levels, or disable access to the account.

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· Read-only: Read only access users can view and run reports from the Report Center and
browse the Campaigns and Opportunities tabs in read-only mode.

· Email-only: Email-only access users have the lowest level of access to an account; they
can only receive account alerts and other email notifications.
To view or change access levels for your account, go to the My account tab and select Account
access.
It's important to know that only the original account creator can edit his or her sign-in
information and language preferences from within the My Account tab. No one else can edit
these settings, regardless of their access levels.
If you manage multiple clients' accounts, you can use My Client Center (MCC) to handle all of
them. Learn more about MCC in Lesson 13. Managing Multiple Accounts.
Activating an AdWords Account
Once your AdWords account is created, activate your account by creating your first campaign
and providing your billing information.
First, follow these steps to create your ad campaign:
1. Sign in to your account at https://adwords.google.com.
2. Click Create your first campaign.
3. Follow the guided steps to create your campaign. You'll find more tips for creating an
effective campaign in Section 2. AdWords Account and Campaign Basics.
Next, provide your billing information on the Billing tab of your account. Your ads may begin
running only after you've entered your billing information.

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AdWords Account Guidelines

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In order to preserve the quality and diversity of ads running on Google, individuals advertising
for themselves or for their own businesses may only have a single AdWords account unless
explicitly advised otherwise by Google.
This means that we don't allow advertisers or affiliates to have any of the following:
· Ads across multiple accounts for the same or similar businesses
· Ads across multiple accounts triggered by the same or similar keywords
Only client managers (such as third parties or search engine marketers) who use a My Client
Center can have multiple AdWords accounts. All associated accounts must be linked to the
manager's MCC account.
Creating Accounts for Others

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My Client Center (MCC) is a powerful tool for handling multiple AdWords accounts. MCC is
ideal for large advertisers with more than one account and for third-party agencies, such as
search engine marketers (SEMs), search engine optimizers (SEOs), and automated bid managers
(ABMs). You can think of MCC as an umbrella account with multiple AdWords accounts (also
called "managed accounts" or "client accounts") linked to it.
Each account managed through the MCC program has a unique email address associated with it.
Note that the holders of the client accounts cannot view or access other client accounts.
My Client Center account managers may wish to use the AdWords API (application
programming interface) to update their client accounts. The AdWords API lets developers build
applications that interact directly with the AdWords server. With these applications, advertisers
and third parties can more efficiently and creatively manage large or complex AdWords
accounts. The API is designed for developers representing large, tech-savvy advertisers and third
parties who want to automate reporting or campaign management. Since the AdWords API takes
technical know-how and programming skills, advertisers with programming knowledge, or who
employ developers, will achieve the best results.
To access the AdWords API, you must be an AdWords advertiser, or a developer who represents
one, with a My Client Center account.
Finding an Agency or Contractor
Many advertisers manage their own AdWords accounts, but others choose to have their accounts
managed by a Google AdWords Certified Partner. If you're looking for help, we recommend that
you use Google Partner Search, where you can specify your budget, location, and the types of
services you're looking for in order to be matched with the Google Advertising Professional who
fits your criteria.
Working with an Agency or Contractor
A client manager works with client accounts through the My Client Center (MCC) program. The
information below describes how client accounts and client manager accounts compare.
AdWords client accounts
If you've set up your own AdWords account and your client manager has linked your account to
his/hers, both you and your client manager have access to your account. You can access your
own account at any time and can unlink your AdWords account from your client manager's at
any time.
If your client manager sets up your AdWords account for you, then you should ensure that your
client manager does so under your personal sign-in email and password. That way, you can also
access and maintain control over your own account. Also, if your sign-in email is your own, we
may periodically send you important updates concerning your account.

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Client managers can update campaigns, manage account tasks for their clients, and view billing
summary history information for AdWords accounts. However, client managers don't have
access to proprietary client information such as credit card information.
Client manager accounts
Only a client manager has access to the client manager account. By extension, a client manager
will also have access to information regarding all related accounts via My Client Center. Like
clients, a client manager can unlink a client account from his/her account at any time.
Getting Help to Create Ads
You can use the Ad Creation Marketplace to get help with your ads. The Ad Creation
Marketplace offers a selection of industry professionals who can provide script writing, editing,
production, and voice-over talent at an affordable package cost. You can access the Marketplace
from your AdWords account, and it's free to search for and send project bids to specialists. You
aren't under any obligation to work with them until you accept a bid.
2.1 Account Management Basics Exams: Fundamentals
Key Concepts of AdWords Account Management Review an elearning
There are six main tabs in an AdWords account: Home, Campaigns, Opportunities,
Reporting, Billing, and My account. Each tab may have one or more sub-pages, which you can
view by clicking the tab.
1. Home: This tab contains your Account Snapshot page, an easy-to-read summary of key
account information.

2. Campaigns: This is where you'll spend most of your time when you're managing your
AdWords account. Here, you can create and edit campaigns, ads, keywords, and Display
Network placements. Get a quick sense of your account's performance over time by
viewing the performance summary graphs and tables of campaign statistics.

3. Opportunities: This tab is a central location for keyword and budget optimization ideas
across your account. When you want to increase your traffic or sales volume, but are
unsure of the types of changes you should make, this can be a good place to start.

4. Reporting: If you're just getting started with AdWords, the Campaigns tab contains all of
the reporting you'll need in the early stages. For more detailed reports, the Reporting tab

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includes Google Analytics (to track the performance of your website) and Report Center
(to track the success of your ads, keywords, and campaigns). Learn more about your
reporting options in the measuring your performance section of this guide.

5. Billing: Enter and change your billing details, see your entire billing history, as well as
print invoices.

6. My account: Control your personal information, such as your login information and user
preferences. You can also invite a friend or colleague to manage your AdWords account
from here.
Managing Client Accounts
A number of tools are available to agencies managing multiple AdWords accounts. This section
provides a quick overview of three tools you will learn about in Lesson 13. Managing Multiple
Accounts.: My Client Center, AdWords Editor, and API.
My Client Center
As previously introduced, My Client Center (MCC) is a powerful tool for handling multiple
AdWords accounts.
MCC users can:
· Easily view multiple managed accounts, including other MCC accounts, via the My
Client Center view.
· See relevant information for all managed accounts in one place.
· Run reports across multiple managed accounts at once or download the My Client
Center view into a .csv file.
· Use a single login to access all managed accounts.
· Create and link AdWords accounts from within your MCC account.
Owners of individual managed accounts can, as always, sign in to their AdWords accounts and
maintain access to their login information.

AdWords Editor
AdWords Editor is a free, downloadable application for managing your account. The application
offers a wide array of features, but the basic process is simple: download your account, make
your changes, then upload your revised campaigns when the changes are finalized.

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If you have a large number of campaigns or keywords, or if you manage multiple accounts,
AdWords Editor can save you time and help streamline your workflow. For example, you can
perform detailed searches across campaigns, make multiple changes instantly, and send other
people your proposed changes before you post them.
API
The AdWords API (application programming interface) lets developers build applications that
interact directly with the AdWords server. With these applications, advertisers and third parties
can more efficiently and creatively manage large or complex AdWords accounts.
Because implementing the AdWords API takes technical know-how and programming skills,
advertisers who employ developers can achieve the best results. Advertisers who do not have
these resources but still want an extra tool to help manage their accounts should use AdWords
Editor instead.

Navigating an AdWords Account
When you sign in to AdWords, here are a few keys to getting around:
Tabs: To view or change the different parts of your account, use the different tabs. The
Keywords tab is where you can add or edit keywords, as well as see performance statistics or
Quality Score information. The Networks tab shows how your ads are performing on Google,
search partner sites, and the Google Display Network. The Settings tab is where you can adjust
your budget, bidding option, targeting, and other campaign-level settings.
Account tree: The "All online campaigns" column, called the account tree, makes it easy to
navigate between the campaigns and ad groups in your campaign. Because it's designed to help
you navigate through multiple campaigns, the account tree appears only when you have two or
more campaigns. If you have only one campaign in your account, you won't see the account tree.
Help: In-context help articles appear on every screen to give you answers in the right place at the
right time.
The following diagram shows the different parts of an AdWords account.
Account
Unique email address
Password
Billing information




Campaign

Campaign
Daily budget

Daily budget

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Location targeting
Location targeting
Language targeting
Language targeting
Distribution preference
Distribution preference
End dates
End dates




Ad group
Ad group

Ad group
Ad group
One set of keywords and
One set of keywords and
One set of keywords and
One set of keywords and
placements
placements

placements
placements
One or more ads
One or more ads
One or more ads
One or more ads
About Billing Preferences and Billing Summary
To view your billing preferences and billing summary, go to the Billing tab of your account.
These billing pages display all information related to your account payments. You can view your
method of billing and form of payment. You also can edit the payment details (such as payment
method) and change your billing address or contact phone number. You may also enter any
promotional codes you may have received.
About Account Preferences
To view or change your account preferences, go to the My account tab and select Account
preferences.
On the account preferences page, you can:
· Edit your username, password, and display language
· Decide which notifications you'd like to receive (such as newsletters) and how you'd like
to receive them
· Edit your primary business type.
· Edit your Google Analytics auto-tagging capability
· Review the AdWords Terms and Conditions
Try it Now: Account Preferences
Learn how to view and update account preferences.
Instructions: Follow the instructions below to view and modify account notification preferences.
1. Sign in to your AdWords account at https://adwords.google.com.
2. From the My account tab dropdown menu, select Account preferences.
3. Click Notification settings along the left side of the page.
4. In the Email column, click any listed setting you'd like to change, and select the desired
option from the dropdown menu that appears.

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Questions to consider:
1. Why are some settings unavailable for opt out?
2. Regardless of account preferences, will an advertiser receive an email notification
if a billing issue causes an ad to stop running?
3. Which notification topics are designed to help advertisers improve account
performance?
Monitoring AdWords Accounts
All critical account alerts related to payment problems, pending budget end dates, credit and
bank card expirations, ad disapprovals, and other issues that will cause your ads to stop showing
are displayed in the Campaigns tab, at the All Online Campaigns level. These critical alerts will
also be sent to your designated Google Account email address.
The Notification Preferences page makes it easy to change your alert settings (to receive non-
critical account alerts, or to block all alerts). This page also provides an easy way to opt in to
additional communications such as newsletters, special offers, and market research.
Here's how to set your preferences for receiving alerts and other communications:
1. Sign in to your AdWords account at https://adwords.google.com.
2. Within the 'My Account' section, select 'Account Preferences,' and click the link for
Notification Preferences.
3. On the 'Notification Preferences' page, you'll see alert categories for Billing, Disapproved
ads, and Campaign maintenance issues, as well as listings for a range of non-alert
communications offering useful information.
4. For alerts, designate whether you want to receive alerts online (at your Account Snapshot
page), by email (at your registered Google Account address), or both. For each delivery
method, use the drop-down menus to choose "All" alerts, "Only critical" alerts, or "None"
(to receive no alerts).
5. For non-alert communications, check the boxes to receive emails with newsletters,
customized help, market research and special offers.
6. Click Save Changes to save your preferences and begin receiving alerts and other
communications based on your selections.
You can return to the Notification Preferences page whenever you want to change your alert
and communications preferences.
Try it Now: Set an Alert
There are a number of ways you can monitor campaign performance, including setting up
custom alerts. A custom alert will notify you when certain changes and/or behaviors occur within
your campaign and ad groups.
Follow the instructions below to set an average position alert.

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