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 âspend 10âŹ, get 40âŹâ) 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 âTarget: People in my targeted locationâ
⢠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: âinnovation academyâ
⢠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 âLimited by budgetâ - 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 â 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)