Adwords Exam Notes

lContents
Fundamentals............................................................................................................. 2
Target your ads........................................................................................................ 2
QS vs Ad Rank:........................................................................................................ 2
How the components of Quality Score affect Ad Rank.........................................2
How ad quality affects you................................................................................... 3
Improve your ad quality.......................................................................................... 3
Choosing the campaign thats right for you https://support.google.com/adwords/answer/2567043...........................................5
Targeting................................................................................................................. 6
Interest vs Topic Targeting....................................................................................... 7
Keyword Match Tyes................................................................................................ 8
Display Network targeting....................................................................................... 8
Try advanced targeting combinations based on your goals............................................9
Direct sales campaigns........................................................................................... 9
Brand campaigns.................................................................................................... 9
Types of Ads.......................................................................................................... 11
Ad Words Bidding.................................................................................................. 13
flexible bid strategies (Apart from CPC, CPM & CPA).............................................13
Conversion Optimizer............................................................................................ 14
Mobile Ads................................................................................................................ 15
Understand and account for all mobile conversions..............................................15
Target consumers near your locations...................................................................15
Drive them to your business with the right ad......................................................15
App vs Mobile Site................................................................................................. 15
Some uses for app remarketing include:...............................................................15
Mobile Ad Types..................................................................................................... 16
Campaign Types.................................................................................................... 16
True View............................................................................................................... 17
True View In-Stream Ads........................................................................................ 19
Reservation In stream- Ads................................................................................... 20
http://summit.adobe.com/na/sessions/summitonline/online2015#/video/2226t_876d7009-77fb-4a67-86bc-70475fddf88e
Fundamentals
Target your ads
Targeting gives you the ability to show your ads to reach people with specific interests namely, people
who are interested in you products and services and show them relevant ads.
AdWords offers different ways of targeting, which we'll go over in more detail later. For now, here's a look
at the choices that you have with online ads that can make your marketing campaigns even more
targeted:
Keywords: Words or phrases relevant to your products and service, which are used
to show your ads when customers search for those terms or visit relevant websites.
Ad location: Show your ads on search engines, commercial sites, or personal sites.
Age, location, and language: Choose the age, geographic location, and language
of your customers.
Days, times, and frequency: Show your ads during certain hours or days of the
week, and determine how often your ads appear.

Devices: Your ads can appear on all types of devices, and you can fine-tune which
devices your ads appear on and when.
QS vs Ad Rank:
Ad Rank = CPC Bid * QS
Quality Score is intended to give you a general sense of the quality of your ads, but doesn't take into
account any auction-time factors, such as someone's actual search terms, type of device, language
preference, location, or the time of day.
Ad Rank, however, does take into account auction-time factors and determines where your ad
appears on the page or whether it appears at all.
If you're using extensions such as sitelinks, the expected impact from those extensions is
factored into your Ad Rank. This means that if two competing ads have the same bid and quality, the ad
with the better expected impact from extensions will ge
nerally appear in a higher position than the othe
How the components of Quality Score affect Ad Rank

1. Your ad's expected CTR: This is based in part on your ad's historical clicks and
impressions (excluding factors such as ad position, extensions, and other formats that
may have affected the visibility of an ad that someone previously clicked)
2. Your display URL's past CTR: The historical clicks and impressions your display URL
has received
3. The quality of your landing page: How relevant, transparent, and easy-to-navigate
your page is
4. Your ad/search relevance: How relevant your ad text is to what a person searches for
5. Geographic performance: How successful your account has been in the regions you're
targeting
6. Your targeted devices: How well your ads have been performing on different types of
devices, like desktops/laptops, mobile devices, and tablets
How ad quality affects you

The quality components of Ad Rank are used in several different ways and can affect the following things
in your account:
1. Ad auction eligibility: Having better quality components typically makes it easier
and cheaper for your ads to enter an auction. Our measures of ad quality also help
determine whether your ad is qualified to appear at all.
2. Your actual cost-per-click (CPC): Higher quality ads can often lead to lower CPCs.
That means you pay less per click when your ads are higher quality.
3. Your keyword's first page bid estimate: Higher quality ads are typically
associated with lower first page bid estimates. That means it's easier for your ads to
show on the first page of search results when they have high quality components
(expected CTR, ad relevance, and landing page experience).
4. Your keyword's top of page bid estimate: Higher quality ads are typically
associated with lower top of page bid estimates. That means it's easier for your ad to
show towards the top of the page when your ads are higher quality.
5. Ad position: Higher quality ads lead to higher ad positions, meaning they can show
up higher on the page.
6. Eligibility for ad extensions and other ad formats: Some ad formats require a
minimum ad quality threshold to show. In addition, your Ad Rank determines whether
or not your ad is eligible to be displayed with ad extensions and other ad formats,
such as sitelinks
Improve your ad quality

1. Create very specific ad groups
Each ad group within your campaign should focus on a single product or service so that your ads
appear more relevant to customers. Your cookie-loving customer is more likely to click an ad
about cookies than a generic ad about food. Relevance tends to lead to higher quality ads, and
being specific is one way to become more relevant.
Example
If your baked goods shop sells different types of cookie packages, think about
creating ad groups for each of those different cookie packages, like one ad group
for your holiday cookie package, and another ad group for your birthday cookie
package.
2. Choose your keywords carefully
Include specific keywords that directly relate to the specific theme of your ad group and landing
page. It's often more effective to use keywords that are two or three words long instead of
just single words.
Example
If you're selling cookie packages, some keywords you might consider are "cookie
gift package" or "cookie gift basket." Generic keywords like "cookie" or "gift"
probably aren't effective because they're way too general.
Need help thinking of more keywords? Try using Keyword Planner to help you think of additional
keywords that you might want to add to your list.
3. Include keywords in your ad text

Include your keywords in your ad text (especially in your ad's headline) to show people that your
ad is directly relevant to their search. When people see their search terms in your ad text, it shows
them that your ad is probably relevant to what they're searching for.
Example
If you're trying to sell a cookie gift package, and you have a keyword that says
"cookie gift package," your ad text should also say "cookie gift package."
4. Create simple, enticing ads
What makes your product or service stand out from the competition? Highlight these important
differences in your ad. Do you offer free shipping? Do you have certain items on sale? Be sure to
describe any unique features or promotions that you offer.
5. Use a strong call-to-action
Your ad text should have a strong call-to-action. A call-to-action encourages users to click on your
ad and helps them understand what they can do once they reach your landing page. Here are
some sample call-to-action words: Buy, Sell, Order, Browse, Find, Sign up, Try, Get a
Quote.
6.
Test out multiple ads

Experiment with different offers and call-to-action phrases to see what's most effective for your
advertising goals. Our system automatically rotates ads within an ad group and shows the
better-performing ad more often. Over time, you might see that certain ads will perform better
than others, showing you which ad text is more effective.
7. Regularly review your campaign performance

Test and tweak your campaigns to get the results you want. Review your ad performance to help
figure out the best ways to achieve your goals. As you watch your ads over time, you might notice
changes to your clickthrough rate or conversion rate. For example, if you find that
customers aren't responding to a particular call-to-action in your ad text, remove that ad and try
something else. It's all about experimenting!
How Quality Score works with new keywords

New keywords automatically get a Quality Score of 6 and a value of average for their expected
clickthrough rate (CTR), ad relevance, and landing page experience. Thats because when you add a new
keyword, the system that calculates its 1-10 Quality Score doesnt have any information about that
keywords past performance. And Quality Score is based on a keywords historical performance. It usually
takes about one day for the Quality Score system to have enough performance data to begin setting a
different Quality Score and value for expected CTR, ad relevance, and landing page experience.
Choosing the campaign thats right for you https://support.google.com/adwords/answer/2567043

Call only ads
These ads don't send customers to your website landing page
clicks on the ads should usually initiate a call to your business. When you enter your
verification URL, which can be the landing page address for your business, that's only for AdWords to
verify your ad and phone number. To create ads that allow both clicks to call and clicks to your website, try
using call extensions.
Note: Call-only campaigns are available for campaigns targeting the Search Network.
Targeting
Targeting
Keyword
targeting
Broad
Broad Match
Matching
Display
Network
targeting
Location and
language
targeting
Exact
Phrase
Negative
Contextual
Topic
Keyword
Audience
Audience
Interest
categories
Remarketing
Affinity
Audience
(AA)
Placement
Custom AA
In Market
Audiences
Interest vs Topic Targeting

So, youre looking to expand your Display Network reach and dont know where to begin
with all these new trends appearing. Two of the hot items at the moment are topic
targeting and interest categories. Let me start with a brief explanation of each:
Demograp
s
Topic Targeting: Implemented through the topics tab, this feature allows you to place
your ads directly on pages to which your product/service is relevant. In laymans terms,
its an automatic site targeting tool which finds relevant sites for you instead of sifting
through the placement tool.
Interest Categories: Found within the audience tab or through your shared library, this
feature allows you to target users who are interested in websites relevant to your
product/service and then follows these users around the Internet no matter what
website they go to.
The BIG difference: Topics target relevant sites while interests target relevant
users.
Now, youre asking, Which one is better? Well that all depends on what your ultimate
goal is. Both can greatly broaden your display span but youll need to dig deeper in your
wallet if you dont watch them closely. Interest categories work well for branding efforts
because you can get your name out to a lot of different people and then keep following
them, ingraining your image into their brains. Topics generally will be a bit better for
conversions because people are already looking for something related to your
product/service.
A better way to use topics is to add keywords. This allows you to still find a relevant but
wide range of websites while still honing in on specific themes, so you can really find
the most pertinent site and query to increase your conversion rates.
A great way to enhance interests is to feed users more specific ads depending on what
is important to them. Say youre a travel agency, and you are targeting people within
the travel category. You can set up different ad groups with specific ads targeted to
someone who is in the bus & rail vs. air travel. This may mean more work creating
multiple ad versions, but youll be putting out highly relevant information to the exact
user you want.
Basically, both methods can help expand a campaign to more quality targets. There are
many ways you can combine topics and interests as well (and exclude!) that can slowly
open up your reach, but that will have to be saved for another post!
Keyword Match Tyes
Match
type
Special
symbol
Example
keyword
Ads may show on searches that
Broad
match
none
women's
hats
include misspellings, synonyms, related searches,

and other relevant variations
Broad
match
modifi
er
+keywo
rd
+women's+
hats
contain the modified term (or close variations,

but not synonyms), in any order
http://www.wordstream.com/blog/ws/2010/10/
Exampl
e
search
es
buy
ladies
hats
hats for
women
27/using-broad-match-modifier
http://www.ppchero.com/benefits-drawbacksof-modified-broad-match/
Phras
e
match
"keywor
d"
"women's
hats"
are a phrase, and close variations of that phrase
buy
women'
s hats
Exact
match
[keywor
d]
[women's
hats]
are an exact term and close variations of that

exact term
women'
s hats
Negat
ive
match
keyword
-women
are searches without the term
basebal
l hats
Display Network targeting
Affinity long term View of an interest/liking (eg Soccer aficionados, etc). Sth
like TV ads
In-Market temporary interest ( people who are currently in the market
looking for searching for cars. Esp relevant from conversion perspective
& Remarketing How goog;le know your interests?
o A specific user may not have searched for your product/service but they may
have a natural liking or attraction to an Affinity category as exhibited by their
online patterns, or they may have a close resemblance or connection to
someone who would be interested in a product.
Think about your browsing behavior. What do you often read? What are your
most common queries? Can you see themes and patterns in your behavior?
Maybe you subscribe to blogs on Scandinavian design, shop around at cool
online shops looking for new pieces for your place, and check out websites for
your favorite remodeling TV shows. This would probably drop you into the "Home
Dcor Enthusiasts" Affinity Audience available in Google AdWords
Good links: http://searchenginewatch.com/sew/how-
to/2391214/taking-a-closer-look-at-google-in-market-vsaffinity-audiences
Custom Affinity: http://blog.adstage.io/2014/10/17/why-googles-new-custom-affinityaudiences-matters-to-you/
Try advanced targeting combinations based on your goals

Direct sales campaigns
If your goal is to sell products and reach a specific type of audience, you might want to add a few targeting
methods to your ad group that are set to Target and bid. Then your ads can show only when the specific
targeting methods you've selected match. Here are some sample combinations:
Targeting
methods
Target and bid

(default setting)
Bid
only
Keywords +
placements
Keywords +
placements
Not
selecte
d
Keywords AND placements both

required for ads to show.
Audiences +
age
Audiences + age
Not
selecte
d
Audiences AND age both required

for ads to show.
Keywords +
topics
Keywords + topics
Not
selecte
d
Keywords AND topics both

When ads can show
Remarketing +
gender
Remarketing +
gender
Not
selecte
d
Remarketing AND gender both

Topics +
audiences
Topics + audiences
Not
selecte
d
Topics AND in-market audiences

both required for ads to show.
Brand campaigns
If your goal is to reach as many people as possible, you might not want to add too many targeting
methods to your ad group. You may still choose, however, to add multiple targeting methods so you can
set bids on a particular one without significantly limiting your reach. Here are some sample combinations:
Targeting
methods
Target
and bid
(default
setting)
Bid
only
What it means
Age + gender
+ affinity
audiences
Age +
gender +
affinity
audiences
Not
selected
Age AND gender AND affinity audiences all

Affinity
audiences
and age*
Affinity
audiences
Age
Affinity audiences required for ads to show.

If affinity audiences and age overlap, youll
see reporting for both. The bid used will
depend on your bidding selection.
Keywords +
placements
Keywords
Placeme
nts
Keywords required for ads to show. If

keywords and placements overlap, youll
see reporting for both. The bid used will
Keywords +
gender *
Keywords
Gender
Keywords required for ads to show. If

keywords and gender overlap, youll see
reporting for both. The bid used will
Topics +
affinity
Topics +
affinity
Placeme
Topics AND affinity audiences both

required for ads to show. If topics, affinity
audiences +
placements
audiences
nts
audiences, and placements overlap, youll

see reporting for all. The bid used will
Types of Ads
Ad Types
Text
Image
Video
Ad Extesnion
Product Listing
Ads (PLA)***
Call Only
WAP Mobile**
App Promotion*
*Ads will appear only on devices compatible with your content.

**Connect with customers on-the-go, targeting your ads based on their location
.
Ad Extension Types
Extension
Types
Manual (CARS
CL)
Consumer
Ratings
Automated
(SSP C)
App
Call
Location
Review
Sitelink
Callout
Previous Visits
Social
Extensions
Seller Ratings
Ad Words Bidding
AdWords system will aim to show your ads as much as possible until your daily
budget is met. Because customer traffic fluctuates from day to day, AdWords can allow up
to 20% more clicks in a day than your budget specifies. However, our system makes
sure that in a given billing period, you're never charged more than the monthly
charging limit 30.4 multiplied by your average daily budget amount.
When your average daily budget is reached, your ads will typically stop
showing for that day. You'll want to consider your campaign's ad delivery method,
which determines how quickly your ads are shown and how long your budget lasts during a
given day, when setting your daily budget. The "Accelerated" delivery method is like jet
fuel it uses your budget more quickly; the "Standard" delivery method is more like a
slow-burning candle it spreads your budget throughout the day.
flexible bid strategies (Apart from CPC, CPM & CPA)

To use CPA bidding, you'll need to either set up conversion tracking, cross-account conversion
tracking, or be importing data from Google Analytics. You'll also need to turn on Conversion
Optimizer. Conversion Optimizer uses historical information about your campaign, and automatically finds
the optimal equivalent CPC bid for your ad each time it's eligible to appear.
Maximize clicks automatically sets bids

to help you get the most clicks within a
target spend amount that you choose.
Flexible version of automatic bidding
Target search page

location automatically adjusts bids to
help you get your ads to the top of the
page or the first page of search results.
When site visits are

your primary goal
Campaigns, ad
groups,
keywords
When you want to

maximize traffic on
long tail terms while
keeping within a
certain spend
When you want more
visibility on the first
page of Google search
results or in the top
positions
Campaigns,
ad groups,
keywords
When you want more

visibility than other
domains in search
Campaigns,
ad groups,
New bid strategy

Target outranking share automatically
sets bids to help you outrank another
domains ads in search results.
results
keywords
When you want to get

the most conversions
with your target CPA
Campaigns,
ad groups
When conversions are

the main objective,
but you also want
control over your
keyword bids
Campaigns,
ad groups
When you value

conversions differently,
and want to meet a
target ROAS
Campaigns,
ad groups,
keywords
New bid strategy

Target cost-per-acquisition
(CPA) automatically sets bids to help you
get as many conversions as possible
while reaching your average cost-peracquisition goal.
Flexible version of Conversion
Optimizer
Enhanced cost-per-click
(ECPC) automatically adjusts your
manual bid up or down based on each
clicks likelihood to result in a conversion.
Flexible version of Enhanced CPC
Target return on ad spend
(ROAS) automatically sets your bids to
maximize your conversion value, while
trying to reach an average return on ad
spend.
New bid strategy
Conversion Optimizer
An AdWords feature that predicts which clicks are likely to be valuable, then changes your bids to help
you get as many profitable clicks as possible.
If your main advertising goal is getting conversions (like sales, signups, or mobile app
downloads), then Conversion Optimizer can help automatically get the most possible
conversions for your budget. It can also help you get more sales while paying less for the
clicks that lead to those purchases.
Conversion Optimizer uses your Conversion Tracking data to avoid

unprofitable clicks and get more conversions at a lower cost. Based on your
campaign's history of conversions, Conversion Optimizer automatically finds the
optimal cost-per-click (CPC) bid for your ad each time it's eligible to appear. It
sets higher CPC bids for more valuable clicks and lower CPC bids for less valuable
clicks.
With Conversion Optimizer, you can set one of two types of cost-per-acquisition
(CPA) bid -- a target CPA bid (the average amount you'd like to pay for a conversion) or a
maximum CPA bid (the most you're willing to pay for each conversion). For campaigns that
promote mobile app downloads, you can only set a target CPA. The Target CPA simulator can
help you estimate how changing your target CPA might affect your conversion volume.
A similar feature is Enhanced CPC (ECPC) which can also help you get more sales or
other conversions. The main difference is that ECPC works with the maximum CPC bid
that you set, while Conversion Optimizer doesn't. Another difference is that
Conversion Optimizer modifies 100% of traffic, while ECPC modifies 50% initially,
and then moves that percentage up or down based on how it is performing. You can set both
Conversion Optimizer and ECPC to focus on either conversions or converted clicks by
choosing a conversion bid metric on the Settings tab of all your conversions.
Mobile Ads
Understand and account for all mobile conversions
In addition to conversions that start and end on your mobile site, you should be counting conversions
from cross-device sessions, calls sourced from click-to-call actions, in-store visits and purchases
that were facilitated by store locator searches from smartphones and finally conversions happening
from your mobile app.
Target consumers near your locations

Use location bid adjustments to reach nearby customers.
If a mobile user is actually near your store, location bid adjustments raise your bids by a
percentage you pre-set. This results in your ad getting a higher ranking and more visibility when
customers are close by.
Drive them to your business with the right ad.
Promote your store on Google Maps

Add local info to your text ads - Location extensions
Help nearby shoppers find products in your store - Local inventory ads
App vs Mobile Site
An app is essentially a bookmark for loyal users whove invested the energy to download your
app to more easily interact with your brand.
A mobile site is for everyone else.
Some uses for app remarketing include:
Showing app engagement ads announcing a new feature to current users of your
app.
Reminding users who had downloaded your app, but haven't been using it recently.
Encouraging users to upgrade to the latest version of your app.
Mobile Ad Types
Where mobile ads can appear
On mobile devices with full
browsers,
such as smartphones or tablets
Ad types
Text ads
Image ads
App promotion ads
HTML 5 ads built with Google Web

Designer
Within apps on smartphones or

tablets
Text ads
Image ads
App promotion ads
Image app promotion ads
Video app promotion ads
Only on devices that can make calls
Call-only ads
Campaign Types - Important
Advertisin
g goal
Campaign
type
Mobile app installs

campaigns
Mobile app engagement Ads in mobile apps

campaigns
campaigns
Increase app downloads

with ads sending people
directly to app stores to
download your app.Learn
more
Re-engage people who use

your app with ads that deep
link to specific screens within
your mobile app.Learn more
Search Network
campaigns
Display Network
campaigns
campaigns
Search Network
Show ads for your

website exclusively
in mobile
apps.Learn more
Display
Network campaigns
- only display ads
show up in Apps
Display Network
campaigns
AdWords for Video

campaigns
Available
App install ads
Image app install
App engagement ads
Text ads
Image ads
ad formats
ads
Video app install ads
App install
ads
True View
TrueView
Pay only when someone chooses to watch your video, so your ad

budget is always well-spent.
Where viewers choose you
You pay only when a viewer actually chooses to watch your video. Your budgets will go farther and be
more efficiently spent.
Pay only when viewers choose to watch

With TrueView ads, you don't pay for random impressions or maybe-they-saw-its. The viewer has to
choose to watch your video or there's no charge.
It's a win-win: viewers see videos they're curious about, and you get more views from an audience you
know is interested. And since you choose what you want to pay for a view, you get the right audience at
the right price.
You can also run videos longer than 30 seconds, so you have more freedom to experiment with different
creative formats. You can try longer product demos, customer testimonials, or a how-to video
demonstrating your product in action.
2 types of TrueView:
TrueView in-stream
In-stream ads play like a TV-style ad before or during another video from a YouTube partner. Viewers see
five seconds of your video and then can keep watching or skip it.
You pay if they watch for at least 30 seconds or to the end of the video (whichever is less).
TrueView in-display
In-display ads appear alongside other YouTube videos, in YouTube search pages or on websites on the
Google Display Network that match your target audience.
You pay only when a viewer chooses to watch your video by clicking on the ad.
True View In-Stream Ads
What is it?
TrueView In-Stream ads enable you to reach users while they engage with videos. You only pay
when a user chooses not to skip your ad.
Why you'd use it
TrueView lets you focus your mobile video ad spend on actual video views.
For advertisers seeking to improve returns from TV ad spend, TrueView lets you market to your
target audience online across a more extended window of time.
If you're considering several creative directions for a TV campaign, but have a limited budget, you
can test them out online and monitor video views and other engagement metrics, growing your
budget based upon conversions.
Details
Video ads appear in YouTube watch pages or within videos on hand-picked sites within the
Google Display Network.
Advertiser has 5 seconds to engage the viewer, then the viewer is allowed to skip.
Advertiser is charged at 30 seconds or when the ad finishes, whichever comes first.
Reservation In stream- Ads

Reservation-booked skippable (In-Stream Select) & non-skippable (Standard In-Stream) pre-rolls & midrolls
App Promotion Campaigns on Different Networks
Display
Mobile app installs campaigns on the Display Network let you show ads to people while
theyre already using apps similar to yours. Because these campaigns include default
targeting, youll need to specify the devices, device models, and operating system
version for the apps where your ad can appear.
Search
Mobile app installs campaigns on the Search Network help people on mobile devices, who
are already looking for apps or businesses like yours, discover the app youre
promoting. These ads can appear on Google.com, Google Play, and our search partner
sites. If your app is only for tablets, AdWords excludes mobile phones automatically
TrueView for mobile app promotion campaigns
allow you to use videos to describe your app. These campaigns help you reach people on YouTube who
are watching or have watched content relevant to your app or who have interests related to your app.
Based on the operating system of your app, AdWords will automatically show ads on compatible
devices only. Your ads will only run on YouTube mobile and tablet apps; they wont appear on
desktop computers
When to use an App Extension vs an App Promotion Ad
For any keywords that you definitely want to use to drive app
downloads, you should use App Promotion Ads.
For keywords that you want to keep directing to the mobile

website, but want to give users the option to download the app, use app extensions.
App Engagement
Display Network
Bidding and targeting for app engagement
"Mobile app engagement" campaigns use cost-per-click (CPC) bids to start out. When you
first create your campaign, your bid strategy will be set by default to Focus on clicks.
Later, once your campaign has received a number of conversions, you can change your bid
strategy to "Focus on conversions" to let Google automatically adjust your cost per click to
reach a target cost per action.
In addition to regular targeting for the Display Network, there are some more refined
targeting options for app engagement ads to help you show the most compelling ads just to
the people using your app. Well customize your targeting settings to help you show ads to
the right people based on the app you select
Search Network
Bidding and targeting for app engagement
App engagement campaigns use cost-per-click (CPC) bids to start out, so your bid strategy
will be set by default to Maximize clicks. If youve already set up conversion tracking, and
your campaign has reported conversions, you can change your bid strategy to "Focus on
conversions". This bid strategy lets Google automatically adjust your cost per click to reach
a target cost-per-acquisition.
Types of deep links

Custom Deep Link
A custom deep link gives your app users the ability to open your app directly from
other apps by clicking a link.
A custom deep link takes you directly to the YouTube app download page in Google
Play.
Note: a user must have your app installed already for this link to work.
Website Deep Link
A website deep link gives your app users the ability to open your app directly from
websites by clicking a link.
This link lets the user choose to open the YouTube app download page in either
Google Play or with their mobile browser.
App Indexing
App Indexing is a deep link specially designed for Google Search. Both custom and
website deeplinks can be converted into App Indexing deep links.
For Google Display ads (aka AdMob) only custom deep links are allowed.

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lContents

week, and determine how often your ads appear.

nerally appear in a higher position than the othe

How the components of Quality Score affect Ad Rank

How ad quality affects you

Improve your ad quality

3. Include keywords in your ad text

Test out multiple ads

7. Regularly review your campaign performance

How Quality Score works with new keywords

Choosing the campaign thats right for you https://support.google.com/adwords/answer/2567043

Interest vs Topic Targeting

Keyword Match Tyes

Ads may show on searches that

include misspellings, synonyms, related searches,

contain the modified term (or close variations,

are a phrase, and close variations of that phrase

are an exact term and close variations of that

are searches without the term

Display Network targeting

Good links: http://searchenginewatch.com/sew/how-

Try advanced targeting combinations based on your goals

Target and bid

Keywords AND placements both

Audiences AND age both required

Keywords AND topics both

When ads can show

Remarketing AND gender both

Topics AND in-market audiences

Age AND gender AND affinity audiences all

Affinity audiences required for ads to show.

Keywords required for ads to show. If

Keywords required for ads to show. If

Topics AND affinity audiences both

audiences, and placements overlap, youll

*Ads will appear only on devices compatible with your content.

flexible bid strategies (Apart from CPC, CPM & CPA)

Maximize clicks automatically sets bids

Target search page

When site visits are

When you want to

When you want more

New bid strategy

When you want to get

When conversions are

When you value

New bid strategy

Conversion Optimizer uses your Conversion Tracking data to avoid

Target consumers near your locations

Drive them to your business with the right ad.

Promote your store on Google Maps

App vs Mobile Site

Some uses for app remarketing include:

Encouraging users to upgrade to the latest version of your app.

App promotion ads

HTML 5 ads built with Google Web

Within apps on smartphones or

App promotion ads

Image app promotion ads

Video app promotion ads

Only on devices that can make calls

Campaign Types - Important

Mobile app installs

Mobile app engagement Ads in mobile apps