google adwords for online marketing

How to do Adwords for Online Games strategy to win ?Why not try bingo atonline bingo offers, no deposit bingo online, free play bingo no deposit, deposit free bingo, bingo with free sign up bonus, free bingo games no deposit, bingo bonus free, free 90 ball bingo . www.123freebingo.comText Ad Key Concepts As a rule, all AdWords advertising should follow the same fundamental principles. Ads should: Clearly and accurately represent your site. Emphasize the unique benefits of your product or service. Text ads are the most basic type of AdWords ad. They're sometimes known as "sponsored links" because the title links to a website. Text ads may appear on Google, search partners, or the Google Display Network. On search sites, part of the ad text appears in bold whenever it matches or nearly matches a user's search query. For most languages, text ads can contain, including spaces, 25 characters for the title, 70 characters for the ad text, and 35 characters for a display URL. On Google, this is displayed on four lines: a title, two lines of ad text (each with 35 characters), and a URL line. However, the format may differ on Google partner sites. Creating Text Ads You can create one or more text ads for a set of keywords or placements. The AdWords system automatically rotates among the different ad variations and shows the better-performing variation more. To create or edit a text ad, go to the Ads tab of your account. Note that your ad text must fit within the required character limits and not appear cut off. When writing your ad text, keep in mind that effective ads use clear, well-written, and specific ad text that highlights the differentiating characteristics of the advertised product or service. Specific instructions for writing effective text ads can be found in Lesson 3.2 Ad Formats Guidelines and Best Practices. Integrating Text Ads into Campaigns Be sure the text ads in a campaign match the goals of the campaign. For example, if the goal of a campaign is to promote signups, the ads should probably include a call-to-action about signing up for the advertised product or service. You may also wish to use automatic keyword insertion to make your ads more closely target what users are looking for. Keyword insertion is an advanced feature that can help make your ad more relevant to a diverse audience. To use keyword insertion, you place a short piece of code into your ad text. Each time the ad shows, AdWords will automatically replace the code with the keyword that triggered the ad. Learn about keyword insertion in the AdWords Help Center. To learn more about best practices and guidelines for text ads, refer to Lesson 3.2 Ad Formats Guidelines and Best Practices. Image Ad Key Concepts AdWords image ads are graphical ads that can be static (motionless) or animated. These ads appear on select Display Network sites (not search sites) in the Google Network which have opted in to the image ads program. Most sites on the Google Display Network support image ads. Image ads combine two powerful features -- graphics and proven AdWords targeting technology. This gives advertisers the power of pictures along with the precision of matching ads to related Display Network sites. See a list of frequently asked questions about image ads. Creating Image Ads To create an image ad, first verify that your campaign is opted into the Google Display Network (image ads can only run on Google Display Network placements). Then, create an image ad by visiting your ad group's "Ads" tab and opening the "New ad" drop-down menu. If you already have an image prepared, select "Image ad." You'll be prompted to upload your image and select a display and destination URL. When you upload your image, providing descriptive image names will help simplify your reporting and communication with our client services team. Here are a few restrictions and tips for naming your ad images: Don't exceed 50 characters Include an image description Include the campaign or ad group name If you don't already have an image prepared, select "Display ad builder" from the drop-down menu. This tool will help you build an image ad from one of our dozens of professionally designed templates. See a list of frequently asked questions about the Display Ad Builder. Note that your image ads will not start running until they are reviewed and approved per our advertising policies. Since this review may take a few days, please take that into account when waiting for your ad to appear. AdWords Video Ad Basics If you're thinking seriously about reaching an online video audience and you have specific campaign objectives for the online video and entertainment space, you can work with Google, YouTube, and our publishing partners to do more integrated promotions that are built exclusively with a video content audience in mind. Online video is one of the largest areas of media consumption, with an audience of hundreds of millions who are open and accustomed to advertising in video content. Video placements can help you expand your brand reach across a large demographic of global users who are eager to view, share, and create new video content online. Video ads provide users with a rich and engaging advertising experience that can supplement a web video's content, or advertise a product or service that is relevant to users watching video content. This results in enhanced online branding and cross-promotional advertising campaigns. Video Ad Key Concepts Appearance Video ads may appear in, with, or around video content, depending on the ad format. Content providers must opt in to showing specific video ad formats before video ads can appear on their site. How the video ad will appear to users, and how they will interact with the ad, depends on the video format: To see in-stream, graphical, and text overlay video ads samples that have appeared on Google Display Network websites, see these video ad demos. To see click-to-play video ad samples that have appeared on Google Display Network websites, see these click-to-play video ad demos. Ad creation You'll need to use the Display Ad Builder to create a video ad. Pricing You may choose CPC or CPM pricing depending on the video ad format. Targeting You must target your ads to the Google Display Network for your ads to appear. They will not appear in Google search results. You also have the ability to target your video ads internationally, nationally, or locally by language or country. You can also use placement targeting to target your video ads to users browsing certain categories of content, or to specifically target only certain sites. Creating Video Ads with Display Ad Builder Before you can create video ads, first make sure your campaign is set to show ads on the Google Display Network. Then, to create a new ad from within your AdWords account: From the Ads tab, select New ad, and then Display ad builder from the drop-down menu. Select a display ad template with a video format. Complete the required fields of the template, including uploading any assets or selecting a previously uploaded asset. Save your ad. Integrating Video Ads Into Campaigns To create a successful video ad campaign, remember that your campaign settings are crucial. Here are some things to keep in mind when designing your video campaign: Placement and keyword targeting Video ads will only be shown on the Google Display Network, not on Google search results. Content providers must opt in to showing specific video ad formats before they can appear on their site. You can choose to serve your video ad on specific sites in our network, or use keywords to target your ads to pages that relate to your product or service: If you're using managed placements, select sites or categories that you know your target audience will find interesting. We recommend that you target at least 10 sites, if possible. This will help ensure your ad's visibility, and can allow you to judge your ad's relative performance more easily. If you're running a keyword-targeted campaign, it's important to have tightly themed ad groups that only contain keywords that relate to a specific theme or topic. Language and location targeting You have the ability to target your video ads internationally, nationally, or locally. Focus your advertising on only those regions where you conduct business. If your ad is tailored to a particular area, use geo-targeting to control where the ad is shown. This way, you can ensure your ad is being seen only by your desired audience. Pricing As with our other ad formats, you can choose to bid on a cost-per-click (CPC) or cost-per-thousand impressions (CPM) basis for your video ads by creating either a keyword-targeted campaign (to use CPC bidding) or a placement-targeted campaign (to use CPC or CPM bidding). How much you'll pay depends on which pricing model you choose: Cost-per-click Pricing (CPC): Text Overlay, In-Video, Click-to-Play If you choose to target your text ads to the Display Network or to videos within the Display Network, you can choose CPC pricing. This means you'll set a maximum bid for each click on your ad and set a budget limit for overall spending for the campaign containing those keywords. You'll pay when a clickthrough leads users to your website, not when a user clicks on your video ad's opening image or play button. Example: You choose to pay a maximum CPC of US$0.05 per click for each of five keywords in an ad group. You set a daily budget of US$1.00 for the campaign, which contains only this ad group. Any or all of your keywords may receive clicks at a cost at or below US$0.05 each, until your campaign accrues US$1.00 in a day (or US$30.00 per month). Cost-per-thousand-impressions Pricing (CPM): Text Overlay, In-Stream, In-Video, Click-to-Play If you choose CPM pricing (allowed only in campaigns that don't target search), you'll pay for impressions of your opening image, rather than plays of your video. Select bid amounts that you're comfortable with. If you're not getting many impressions, try increasing your bid to improve your visibility. As with all AdWords ad formats, video ads will compete for available positions on the Google Display Network with text and other display ads. Higher bids can help your video ad show over the competition and win ad placement. Mobile Ad Key Concepts Just like the text, image and video ad formats that appear on desktop computers, mobile ads are an ad format designed specifically for mobile phones. To fit on the small mobile screen, mobile ads are smaller than their desktop counterparts. They come in both the text and image variety.When users are browsing the Internet on their phones, mobile ads appear when they search on Google.com, as well as browse our Mobile Display Network -- that is, mobile websites that host Google ads. Just as with desktop-based image ads, mobile image ads are only eligible to appear on the Mobile Display Network.Mobile ads must lead to a mobile website. You can also choose to add a 'Call' link to the end of your mobile text ads, so users can call immediately instead of visiting your mobile website.As the mobile phone market evolves, it's important to note that mobile devices with full Internet browsers, like the iPhone, are designed to display full Internet pages, just like desktop computers. Therefore, they display standard AdWords text, image, and video ads -- not the mobile ad format discussed in this lesson. Learn more about how to target full-browser mobile devices.Creating Mobile Ads Before you create a mobile ad, please note that we recommend creating a separate campaign just for your mobile ads and settings. This will allow you to monitor and optimize the performance of your mobile ads. Then, to create a new mobile ad from within your AdWords account:Select the campaign and then the ad group in which you want to create a new ad. Be sure to do this first; the 'mobile ads' option will only appear if your campaign is targeting a country where we offer mobile ads. Click the New ad dropdown at the top of the table, and choose Mobile ad. Fill out the fields, as needed.Click Save ad. Try it Now: View Mobile Ad Formats Mobile ads are designed specifically for mobile phones. Once you've reached a user searching on a mobile phone, it's important to direct them to a mobile website. Advertisers can reach users using both text and image ads. Follow the instructions below to create a mobile image ad. Sign in to an account in the AdWords system. Navigate to a Campaign and click on "Ads" tab. From the New ad drop-down menu, choose Mobile ad. Select an ad group for this new ad. Choose the WAP image ad option. Before you click the Choose file button, roll over the format specifications question mark icon. Make adjustments to your image if necessary. Click Choose file and navigate the file you wish to upload. Provide a display URL and destination URL. Click Save ad to finish.Questions to consider: What options are available for targeting specific mobile carriers? What marketing objectives will benefit most from the use of mobile ads? Is Display Network targeting required to run an mobile image ad? How will geographic targeting impact ad impressions for a mobile campaign? Integrating Mobile Ads Into Campaigns We offer two types of mobile device targeting: Mobile adsMobile ads are an ad format which offers the option to create mobile text ads and mobile image ads.The ads appear on Internet-capable mobile phones and mobile devices that use mobile browsers (also known as WAP browsers). This category of traditional mobile devices makes up most of the Internet-capable phones in use currently. With mobile ads, your ads can appear on Google mobile web search, the Google mobile Search Network, and the mobile Display Network. Read more about our networks. You can target by mobile phone carrier (where available), and you can also choose to create click-to-call ads.Mobile ads will be eligible to show regardless of what device platform you've chosen in your campaign settings. Fewer characters are allowed in mobile ads than in standard text ads, and each ad must link to a mobile landing page. Keep the following in mind for your mobile ad campaign settings:We recommend that you create a new, mobile-ads-only campaign. Be sure to target a location where mobile ads are available, or the option to create a mobile ad won't show in this campaign.Be careful when targeting regions smaller than a country. The number of mobile search queries for which we have accurate geo-targeting data is growing, but currently limited. This means that mobile ads in a campaign targeting an area below the country level may not receive many impressions initially. Read more on mobile ad location targeting.Once your mobile-ads-only campaign has been created, you're ready to create ad groups, keywords, and ads. See lesson Lesson 3.2 Mobile Ad Guidelines & Best Practices for more information. iPhones and other mobile devices with full Internet browsers"iPhones and other mobile devices with full Internet browsers" is a device platform targeting option that appears in the campaign settings for your campaign. By using this feature, your standard text and image ads will be eligible to show to users of iPhone, Android, and similar mobile devices when they perform a Google web search or browse relevant pages in the Google Network. With device platform targeting, you can choose to include click-to-call phone numbers to enable users to connect with your business by phone directly from your ad. In addition, campaigns that are set up to show on iPhones and other mobile devices that use full (HTML) Internet browsers can target specific devices or carriers by clicking on "Advanced device and carrier options" from the "Networks, Devices and Extensions" section of the Campaign Settings page. Available selections for devices and carriers will vary by country and is based on the campaign's country targets. AdWords Account Guidelines Many of us must be wondering how to promote your site or get visitors. For online games Bingo sites and focus on Why not try bingo atonline bingo offers, no deposit bingo online, free play bingo no deposit, deposit free bingo, bingo with free sign up bonus, free bingo games no deposit, bingo bonus free, free 90 ball bingo . www.123freebingo.comthese keyword it is possible through google AdwordsRich Media Ad Formats Key Concepts Appearance Rich media ads include video ads, Flash animated ads, and ads that mix text and animated content and designs to more actively engage a web user. Content providers must opt in to showing specific rich media ad formats or sizes before these ads can appear on their site. How the ad will appear to users, and how they will interact with the ad, depends on the video format: Video: You can create in-stream or click-to-play video ads using their unique templates. Animation/image: You can select multiple interactive templates that allow you to showcase images or set unique destination URLs per image. Ad creation You'll need to use the Display Ad Builder to create a rich media ad. Pricing You may choose CPC or CPM pricing. Targeting You must target your ads to the Google Display Network for your ads to appear. They will not appear in Google search results. You also have the ability to target your ads internationally, nationally, or locally by language or country. You can also use placement targeting to target your ads to users browsing certain categories of content, or to specifically target only certain sites. Creating Rich Media Display Ads Before you can create rich media display ads, first make sure your campaign is set to show ads on the Google Display Network. Then, to create a new ad from within your AdWords account: From the Ads tab, select Display ad builder. Select either Rich media category. Select a rich media display ad template. Complete the required fields of the template, including uploading any assets or selecting a previously uploaded asset. Save your ad. Integrating Rich Media Display Ads Into Campaigns To create a successful rich media display ad campaign, remember that your campaign settings are crucial. Here are some things to keep in mind when designing your campaign: Placement and keyword targeting Rich media display ads will only be shown on the Google Display Network, not on Google search results. Content providers must opt in to showing specific display ad sizes and formats before they can appear on their site. You can choose to serve your ad on specific sites in our network, or use keywords to target your ads to pages that relate to your product or service: If you're using managed placements, select sites or categories that you know your target audience will find interesting. We recommend that you target at least 10 sites, if possible. This will help ensure your ad's visibility, and can allow you to judge your ad's relative performance more easily. If you're running a keyword-targeted campaign, it's important to have tightly themed ad groups that only contain keywords that relate to a specific theme or topic. Language and location targeting You have the ability to target your rich media display ads internationally, nationally, or locally. Focus your advertising on only those regions where you conduct business. If your ad is tailored to a particular area, use geo-targeting to control where the ad is shown. This way, you can ensure your ad is being seen only by your desired audience. Pricing As with our other ad formats, you can choose to bid on a cost-per-click (CPC) or cost-per-thousand impressions (CPM) basis for your ads by creating either a keyword-targeted campaign (to use CPC bidding) or a placement-targeted campaign (to use CPC or CPM bidding). Cost-per-click Pricing (CPC): You can set a maximum bid for each click on your ad and set a budget limit for overall spending for the campaign. Example: You choose to pay a maximum CPC of US$0.05 per click for each of five keywords in an ad group, where the ad group contains a photo gallery display ad. You set a daily budget of US$1.00 for the campaign, which contains only this ad group. Any or all of your keywords may receive clicks at a cost at or below US$0.05 each, until your campaign accrues US$1.00 in a day (or US$30.00 per month). Cost-per-thousand-impressions Pricing (CPM): If you choose CPM pricing, you'll pay for impressions of your ad. Example: If you create a click-to-play video ad with CPM pricing, you'll pay for impressions of your video ad's opening image, rather than plays of your video. Select bid amounts that you're comfortable with. If you're not getting many impressions, try increasing your bid to improve your visibility. As with all AdWords ad formats, rich media display ads will compete for available positions on the Google Display Network with text and other display ads. Higher bids can help your ad show over the competition and win ad placement. How does manual bidding for impressions work?Print Manual bidding for impressions lets you pay for each 1000 impressions your ad receives, unlike cost-per-click (CPC) bidding, where you pay only when your ad receives a click. When you choose manual bidding for impressions, you set a maximum CPM bid. The maximum CPM bid is the most you're willing to pay for 1000 impressions on your ad, although it's rarely the amount actually paid. The AdWords discounter automatically reduces any winning CPM bid so that the amount charged is the minimum necessary to keep the ad's position on the page. CPM ads are ranked for display according to their CPM bid, competing with other CPM ads and with CPC ads. A CPM ad always occupies the entire ad space, with either an image ad or other multimedia ad, or an expanded text ad. For this reason, you might wish to bid higher for CPM ads than you would for CPC ads. How do CPC and CPM ads compete with each other?Print Cost-per-click (CPC) and cost-per-thousand impressions (CPM) ads compete in the same auction. Neither type of ad has a special advantage over the other.Because the two pricing systems are different, AdWords uses a system of effective CPM, or eCPM (an equivalent impression-based Ad Rank for ads with CPC) to compare and rank them whenever they're in competition with ads with CPM.For cost-per-click (CPC) ads, the AdWords dynamic ranking system considers the bid, clickthrough rate (CTR), and other relevance factors, all taken across 1000 impressions. The resulting figure is the ad's eCPM, or effective cost per 1000 impressions.For any available ad position, the eCPMs of cost-per-click ads are compared to each other and to all CPM ads. The highest-ranking ad wins the position and is displayed to the user. Image ads and CPM text ads must beat the sum of all eCPMs of the other ads that would have appeared. When a CPC ad is displayed, it is charged only if the user clicks on the ad. A CPM ad is charged for an impression whether clicked or not.Example 1 (ad unit supports up to 3 text ads): Ad formatTargetingBid TypeMax BidQSeCPMPosition1TextKeywordCPC$0.750.20%1.5Don't show2TextKeywordCPC$0.500.40%233TextKeywordCPC$1.000.50%514ImagePlacementCPM$3.00 3Don't show5TextPlacementCPM$2.25 2.25Don't show6 TextPlacementCPC$0.500.50%2.52In this case, we'll show three text ads with CPC bidding because the sum of their eCPM is higher than that of any ads with CPM bidding.Example 2 (ad unit supports up to 3 text ads): Ad formatTargetingBid TypeMax BidQSeCPMPosition1TextKeywordCPC$0.750.20%1.5Don't show2TextKeywordCPC$0.500.40%2Don't show3TextKeywordCPC$1.000.50%5Don't show4ImagePlacementCPM$3.00 3Don't show5TextPlacementCPM$10.00 1016 TextPlacementCPC$0.500.50%2.5Don't showWe'll only show the text ad using CPM bidding when its CPM is higher than the sum of the eCPMs of top three text ads with CPC bidding or that of any ads with CPM bidding. (Since it uses CPM bidding, we won’t mix the text ad with any other ads.)No matter which type of ad wins the position, the AdWords discounter monitors the competition and ensures that the winning ad is charged only what is necessary to maintain its ranking above the next-highest ad.Learn how ads with placements and ads with keywords compete.Learn more about how ads are ranked. Learn more about how ads are priced. How do placement-targeted and keyword-targeted ads compete?Print Placement-targeted ads and keyword-targeted ads compete for placement on pages on the Display Network based on their Ad Rank.Ad Rank for keyword- or placement-targeted ad is determined depending on whether the campaign uses CPC or CPM bidding. The Ad Rank for an ad with CPM pricing isn't comparable to that of an ad with CPC pricing. To solve this problem, AdWords calculates an equivalent impression-based Ad Rank for ads with CPC whenever they're in competition with ads with CPM.With CPM bidding, your ranking is determined by your bid and your landing page quality. With CPC bidding, your clickthrough rate (CTR) also helps determine your ranking. Contextually targeted text ads with cost-per-click (CPC) bidding can appear with placement targeted text ads if they’re also using CPC bidding. If the ad rank of any ad with CPM bidding is higher than that of all the competing ads with CPC bidding, the ad with CPM bidding will be the only ad to appear on that ad unit. (Certain pages on the Display Network may have more than one ad unit, or block of space, reserved for AdWords ads. In this case, placement- and keyword-targeted ads compete within individual ad units.) Learn more about how CPC and CPM ads compete with each other.How much do I pay for a click on my ad? What if my ad is the only one showing?Print You'll never pay more for a click on your ad than the matched keyword's maximum cost-per-click (CPC) bid (for search pages) or the ad group's Display Network bid (for Display Network pages). In fact, our quality-based pricing system ensures that you'll often pay less than that amount.Below you'll find a detailed explanation of how our system determines actual CPC (i.e., how much you actually pay for a click): You always pay the lowest amount possible for the highest position you can get given your Quality Score and CPC bid. To find this amount, we divide the Ad Rank of the ad showing beneath you by your Quality Score, then round up to the nearest cent (we show this part of the formula as "+ $0.01" to keep things simple). For search pages, Ad Rank is calculated by multiplying the matched keyword's CPC bid by its Quality Score. For Display Network pages, Ad Rank is calculated by multiplying the ad group's Display Network bid by its Quality Score. Actual CPC = (Ad Rank to beat ÷ Quality Score) + $0.01How can I improve my campaign's performance on the Display Network?Print These features can make your AdWords campaigns more successful on the Display Network:Tightly-themed keyword lists. The AdWords system looks at the entire keyword list to determine if your ad is relevant to a particular Display Network site. That's why each set of ads and keywords should focus on a specific theme and a specific audience. If your keyword or placement lists span different products, the system may not be able to target your ad as accurately. For more on this topic, learn how we target ads on the Display Network.Call-to-action phrases in your ad text. Call-to-action phrases such as 'register now,' 'get a free quote,' and 'call now' can help to attract user attention and filter your users before they even reach your site. These phrases also help set proper expectations about your services and products.Unique features. Call attention to any special offers or features available on your site. In particular, advertisers often experience higher ROI on the Display Network when they include product prices in their ads. This can highlight your differences from competitors and showcase your best deals. Placement performance report. Gain increased transparency into the Display Network by viewing the report's site-by-site performance metrics. Read our recommendations for best practices for the placement performance report so you can effectively meet your ROI objectives on the Display Network. Effective landing pages. Send users to specific landing pages that match the information in your ad text. If your ad text highlights a special deal on cell phones, send the user to the specific cell phone page of your site. Make the page relevant to the user and easy to navigate.Negative keywords. Make sure your ads appear only to your target audience by using negative keywords to tell us when you don't want your ad to run. The AdWords system will factor in your negative keywords and avoid sites that contain those terms. For example, Sarah sells tennis equipment, but not tennis clothes. She chooses keywords like 'tennis' and 'tennis racquets', and then to prevent unwanted clicks she adds the following negative keyword list: -shirts-shorts-shoes3.2 Ad Formats Guidelines & Best Practices Exams: Fundamentals, SearchText Ad Guidelines and Policies AdWords text ads are subject to AdWords advertising policies and may be disapproved if they aren't in compliance with these guidelines. Disapproved ads may not run on Google or the Google advertising network. AdWords text ad policies fall into the three categories: editorial and format, content, and link. All guidelines are intended to help advertisers create effective ads to meet their advertising goals. You'll find selected AdWords text ad policies listed below. Please also review the complete text ad policies in the AdWords Help Center. Editorial and format: These policies typically apply to the ad text (the first three lines of your ad). For example: Character limit: Your intended headline, text, and URL must fit within the required limits and not be cut off. Prices, discounts, and free offers: If your ad includes a price, special discount, or "free" offer, it must be clearly and accurately displayed on your website within 1-2 clicks of your ad's landing page. Punctuation and symbols: Among other requirements, ads may only contain a maximum of one exclamation point. Content: These policies relate to the products and services you advertise, and may apply to ads and the content of your site. For example, advertising is not permitted for the promotion of certain weapons, or for aids to pass drug tests. Link: These policies relate to the display and destination URLs in your ad. For example, the display URL must be accurate, and links to your website must allow users to enter and exit the landing page easily. Writing Targeted Ad Text Below are some specific tips to help you create compelling ad text. Create simple, enticing ads.What makes your product or service stand out from your competitors? Highlight these key differentiating points in your ad. Be sure to describe any unique features or promotions you offer. Include prices and promotions.The more information about your product that a user can gain from your ad text, the better. For example, if a user sees the price of a product and still clicks the ad, you know they're interested in a potential purchase at that price. If they don't like the price, they won't click your ad, and you save yourself the cost of that click. Use a strong call-to-action.Your ad should convey a call-to-action along with the benefits of your product or service. A call-to-action encourages users to click on your ad and ensures they understand exactly what you expect them to do when they reach your landing page. Some call-to-action phrases are Buy, Purchase, Call today, Order, Browse, Sign up, and Get a quote; while "find" and "search" may be accurate verbs, they imply that the user is still in the research mode, and may not encourage the user to perform the action you'd most like them to take. Include one of your keywords in your ad text.Find the best performing keyword in your ad group and include it in your ad text, especially in the title. Whenever a user types that keyword and sees your ad, the keyword phrase will appear in bold font within your ad on Google. This helps draw the user's attention to your ad and shows users that your ad relates to their search. Text Ad Best Practices Below are several best practices for text ads. Choose the best destination URL.Review the website you're advertising and find the specific page that has the information or product described in your ad. If users do not find what is promised as soon as they arrive, they are more likely to leave your website. Be sure that any promotions and particular products mentioned in your ad are visible on your landing page. Test 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. Since editing an ad will erase its previous performance history on Google, we recommend creating multiple text ads whenever possible, and only editing ad text when necessary. Following these tips will help you avoid affecting the matched keyword's Quality Score and ad position before you know what works well, and what doesn't. Use an accurate display URL. If your display URL is longer than 35 characters, you may consider using a shortened version of your URL, such as your homepage. Please be sure that your display URL accurately represents your destination URL, the page within your site to which users are taken via your ad. The display URL should have the same domain (such as example.com) as your landing page. Monitor your ads' performance. Use account statistics, reports, and Google Analytics to see which ads bring you the best results. Learn more in Lesson 10. Performance Monitoring and Conversion Tracking. Try it Now: Writing Effective Ad Text Compelling ad text encourages users to click on your ad. Follow the instructions below to improve the following ad text. GreenLux WorkstationsEconomical Office ComputerFurniture for B2B Applications.www.greenluxworks.comRewrite the ad text to include a strong call to action. Include the keyword "office furniture" in the text. Include a purchase price range in the ad text. Compare the new ad text with the original.Questions to consider: How might a strong call to action impact ad performance? Why might an advertiser include a keyword in the ad title? Can including a purchase price in the ad text reduce unwanted clicks?Image Ad Guidelines & Policies Static image ads can be formatted in .gif, .jpg and .png. Animated image ads can be formatted in .gif or Flash. The file size limit of an image ad is 50 KB. Image ads can be in the following sizes: 250 x 250 Square 200 x 200 Small Square 468 x 60 Banner 728 x 90 Leaderboard 300 x 250 Inline Rectangle 336 x 280 Large Rectangle 120 x 600 Skyscraper 160 x 600 Wide Skyscraper Image ads should clearly and accurately reflect your site and emphasize unique benefits of your product or service. If your image ad doesn't meet these rules, it won't be allowed to run. See a full list of guidelines on our Image Ad Policy page. Image Ad Best Practices Here are some best practices we've put together to help you get the most from your image ads:Display advertising isn't that different from text-what works for text ads generally works for image ads. Here are 7 points to keep in mind: Use a compelling call to action such as "learn more," "buy now," or "visit us today."Prominently show your display URL which typically contains a company's name, is a major component of a text ad. You have more room in an image ad, so don't be afraid to use your brand or logo as well.Include details like prices, delivery details, and relevant special offers. Relevance is key. Make sure your ads lead to a relevant landing page. Use appropriate capitalization-the nice thing about display is that you can have all caps. Try to use these effectively.Promote a sense of urgency in your display ads if you have time-sensitive pricing or offers. Use phrases like "hurry!," "limited time," and "special offer" to capture a user's attention and push them to take action. Keep it simple. No one responds well to clutter-get your point across as simply as possible. Include clear images of your product and/or people using your product, which will help users connect with an advertisement. Align all of your advertising messaging, which will help build a more cohesive brand. If you have effective advertising offline, chances are it will be effective online. Make your online image ads consistent with your television and print ads. Interactivity can be effective, but keep it simple and don't make people work for your message. Get your message across and then let users interact. People have short attention spans-that means if you don't entertain them or grab their attention right away (within three seconds!), they'll move on and your message will be lost. If you have a multi-ad campaign, or if your ad contains several frames, make sure that each ad stands on its own merit. One way to achieve this is to include your brand or logo in every frame. If you're creating image ads using our free Display Ad Builder tool, take a look at these best practices.Video Ad Guidelines & Best Practices Before you build your campaign, it's important to be aware of the advertising policies and requirements for the video ad format you've chosen. You'll need to build your campaign and video ads so that they are in compliance with these guidelines. Next, to build a successful video ad campaign, it's important to be certain whether your goal is to build a branding campaign, or a direct response campaign. You can then follow best practices according to your goals and align your campaign settings and video ad content accordingly. Video Ad Policies AdWords video ads are subject to AdWords advertising policies, and these policies may differ slightly depending on the video ad format. Video ads will be disapproved if they are not in compliance with these guidelines. Disapproved ads may not run on Google or the Google advertising network. Review the advertising policies for video ads in the AdWords Help Center. Video Ad Creation Best Practices Video Content The video you create for your ad should be direct and engaging. You don't have a captive audience, so it's important to maintain user attention throughout the duration of the video. Keeping the tips below in mind will help. Deliver your key messages early in the video, because users may not watch the full length. Play rates drop off significantly after 45 seconds, and some publishers may choose to only show videos that are 15 seconds long or less. Be clear about what your business offers and your message, since the video may be your sole communication with a site's users. Provide clear next steps for users to take after finishing the video, such as making a purchase or visiting your website or store. Video content should be entertaining, informational, and relevant to what your business offers. You only have a captive audience if they choose to continue watching your ad, and viewers can drop off at any time. Users are more likely to view most of the content if the video has an entertaining storyline and if they are able to learn about your product's features through the video. Video ads allow you to use both sight and sound to communicate with your consumers, so make sure that the voices and sound tracks you use complement your overall message. If you're using a soundtrack, the music should not drown out any voices. Opening Image (Click-to-play only): Your image should be descriptive and eye-catching. We suggest using the techniques below to create an effective opening image: Entice users to click play using rich, sharp colors. Include a few words to describe your product, service, and/or company. Boost your play rate with a call-to-action that lets users know they can play the video to learn more. Create multiple video ads with different opening image sizes to increase the number of placements where your ad will be eligible to appear. Avoid using standard banner ads as the opening image. We've found that an opening image that doesn't look like an actual advertisement can generate greater interest. Such "non-commercial" images make users feel like there's more to learn by clicking the "play" button and viewing your video. Avoid cramming text into your opening image -- crowded and complicated messages can be unattractive to users. The key is to arouse people's curiosity and make them wonder what the video is about. Make sure the quality of your opening image is consistent with the quality of your video. Don't make a bad impression on your audience by showing an interesting image to entice people to play the video but then provide disappointing video content. Video Ad Performance Best Practices It's important to monitor the performance of your video ad to be sure it's reaching users in a way that's optimal for you. We recommend waiting at least 30 days after beginning a video campaign to measure its success. The return on investment (ROI) that a video campaign brings to your business sometimes may not be apparent immediately. After your video ads have had a chance to run for a while, review their performance and consider optimizing your campaigns to keep them effective and valuable for your campaign, whether it's branding or direct-response focused. Ad performance To effectively monitor the performance of your ad, we suggest following the tips below: If you find that interaction rates are declining, keep your campaign fresh by adding new videos or images to keep users engaged. Bid by impression rather than by click; this way, lower clickthrough rates won't affect where your ad appears. When running cost-per-click (CPC) campaigns, use negative keywords and exclusions to prevent your ad from appearing where it would not be effective. Focus on interaction rates, rather than clickthrough rate or cost-per-conversion, as these are a better indicator of the time your audience engages with your brand. Beyond just concentrating on individual video ads, you should also consider your campaign performance more broadly. Use geo-targeting to focus your advertising to regions or areas where you conduct business. Tailor your campaign to specific sites and demographic groups with placement targeting. If using a keyword-targeted campaign, make sure your keywords are closely related to your specific theme or topic. Optimize your bids to reach a target cost-per-play price. Placement performance Use interaction rate to compare how each of your targeted sites is performing in comparison to your campaign average: If a site is performing substantially better than your average, add more sites like it to your campaign. Enter the URL in the "List URLs" box in the Placement Tool to get a list of possible website targeting options. Run a reach and frequency report in your account's Report Center to see if users on less valuable sites are being exposed to your ad more frequently. If this is the case, consider excluding these sites and then extending the reach of your campaign by adding better sites through the Placement Tool. If you want to continue running on sites with dropping interaction rates, try adding new video ads to your campaign to provide a fresh experience. If your campaign is keyword-targeted, extend your reach by adding additional relevant keywords to expand the number of possible contextual placements. By using negative keywords or exclusions, you can prevent your ads from showing up alongside content that may not fit with your specific marketing objectives. This helps to keep your ad placement as targeted as possible and to reach your desired audience. Try it Now: Find Options for Video Ad Types Video ads may appear in, with, or around video content, depending on the ad format. How the video ad will appear to users, and how they will interact with the ad, depends on the video format. Follow the instructions below to view the different video ad types.Sign in to an account in the AdWords system. Navigate to a Campaign and click the Ads tab. From the New ad drop-down menu, choose Display ad builder. Under Category, choose Video. Sort by Highest click-through.View the different video ad types available.Questions to consider:What are the two pricing options for video ads? How do video ads help expand brand reach? What geographic targeting options are available for video ads?Mobile Ad Guidelines & Policies In general, the policies for desktop-based ads apply to mobile ads. However, mobile ads have a unique link policy and size guidelines.Link policyTo ensure that we're able to display your mobile ad and site to users, your destination site must be written in a supported mobile markup language. We currently support the following markup languages:wml (WAP 1.x)xhtml (WAP 2.0)chtml (imode, etc.)PDA-compliant htmlSize GuidelinesMobile text ads contain two lines of text, with a limit of 12 or 18 characters per line, depending on the language in which you write your ad. Your destination URL appears on a third line if you choose to enter one. If you select the option that allows customers to connect directly to your business phone, a Call link will appear at the end of your ad.Mobile image ads can be formatted in .gif, .jpg and .png. Animated mobile image ads can be formatted in .gif; Flash is not supported at this time.Mobile image ads can be in the following sizes:6:1 Aspect Ratio300 x 50, less than 7.5k file size216 x 36, less than 4.5k file size168 x 28, less than 3k file size4:1 Aspect Ratio300 x 75, less than 7.5k file size216 x 54, less than 4.5k file size168 x 42, less than 3k file sizeJapan-standard size192 x 53, less than 5k file sizeMobile Ad Best Practices In the relatively new world of mobile, there are a few practices we recommend. 1. Get StartedStart early. The market for popular keywords on desktop search can be very competitive. Since not all of your competitors are already using mobile ads, some advertisers find that creating a mobile ads campaign can increase their exposure at a lower CPC (cost-per-click). Start strong. Bid aggressively at first to make sure your ad shows on the first page of results, where more users will see it. Ads are ranked by a combination of Quality Score, and bid, so establishing a strong CTR will enable cheaper clicks in the long run.2. Craft your campaigns wiselySeparate to Lift. Create separate campaigns and ad groups for your ads that appear on computers, on iPhone and Android devices, and standard mobile devices. This makes it easier to evaluate your results and lift performance for each format with customized ads, keywords, and bids. Choose Keywords Differently. Mobile users typically enter fewer keywords on mobile devices than on a desktop computer. The most successful mobile campaigns use broad matching and more general keywords to capture relevant traffic.Pack the Most Punch. Use a call-to-action phrase that catches your audience's attention. Your ad text can dramatically influence your ad's CTR and conversion rate, so make it catchy!Don't Forget Display. Mobile image ads are a great branding tool and can achieve higher clickthrough rates and lower CPCs than on desktop. MMA-compliant sizes make the process easy for you to set up. 3. Find Your Mobile CustomersBe Where Your Customer Is. Mobile users don't just search, they also browse the web and use mobile apps. Reach users on Google's growing mobile Display Network with contextually-targeted text and image ads.Reach Valuable Demographics. Use device platform targeting to reach iPhone/Android users, or use standard mobile ads to target particular mobile carriers. 4. Measure and ExperimentMeasure Up. Enable conversion tracking to measure results on your mobile website, or use a vanity phone number to track responses to your click-to-call WAP ad.Practice Makes Perfect. Now's the time to experiment with mobile ads. Try out the strategies mentioned above and see what works for you. You'll be able to look at your results and adapt your strategy to work for your goals.4.1 Overview of Targeting and Placements Exams: Fundamentals, SearchAbout the Google Network The Google Network helps advertisers reach users across the Internet, from small newsletters to large search engines. The Google Network is split into the Search Network (which includes Google and other search sites like AOL) and the Display Network (which includes a collection of websites that have partnered with Google -- display partners --, YouTube, and specific Google properties, such as Gmail). Together, these networks make up thousands of sites that display targeted Google AdWords ads. By default, AdWords keyword-targeted campaigns are opted in to the entire Google Network: Google search, search partners, and the Display Network (with "Relevant pages across the entire network" as the setting). You can opt in or out of either network at any time from the Settings tab of any campaign page. Here are some key things to know about the Google Network: Keyword-targeted ads can appear across search and Display Network pages in the Google Network. Google uses search targeting to match keywords to search queries on search sites. For Display Network pages, Google uses contextual targeting to match keywords to webpage content (these are called "automatic placements"). Placement-targeted ads can appear only on pages in the Display Network. The advertiser chooses a specific audience and site, or portion of a site, to target (these are called "managed placements"). If the ad group also has keywords, the keywords and placements will work together to determine where ads should appear. Keywords will continue to match your ads to placements through contextual targeting, and you can add your own placements to bid more when your ad appears on certain sites, or to limit your ad to appearing only on the placements you target. Google displays ads across the Search and Display Networks based on relevancy. You can test different results by creating two separate campaigns: one targeted to the Search Network and one targeted to the Display Network. This lets you customize your ad text, keywords, placements (if any), and bids. The appearance of your ads may vary slightly among Google Network sites to match the look and feel of different webpages. Google automatically formats your ads for you. AdWords ads are always clearly labeled as advertising-related links.Text ads can appear on search pages and on Display Network pages. Ads that contain graphics (like image ads and video ads) can only appear on Display Network pages. About Search Targeting Search targeting applies to keyword-targeted ads shown on Google search results pages and on sites in the Search Network. Ads shown on these pages appear alongside the search results and are specific to that particular search query. If the advertiser's keyword matches the user's search term, the advertiser's ad could appear.You can fine-tune your ads for search targeting by targeting specific areas and languages, choosing specific keywords, or assigning keyword match types. About Display Network Placements Placements are locations on the Google Display Network where your ad can appear. A placement can be an entire website, a subset of a website (such as a selection of pages from that site), or even an individual ad unit positioned on a single page. There are two types of placements: automatic placements and managed placements. If you have keywords in your ad group and are targeting the Display Network, we use contextual targeting to determine "automatic placements" where your ads appear. Managed placements are placements you choose to manage separately for increased control. You can increase or decrease your ad delivery by setting unique bids for each of your managed placements, or you can use managed placements to restrict the sites in the Display Network where your ads appear. You can also choose certain placements for which you don't want to run ads (excluded placements). Device Platform Targeting Device platform targeting is a campaign settings feature that allows you to target your text and image ads to one of the following: Desktop and laptop computers iPhones and similar mobile devices that use full (HTML) browsers. You can also choose to target ads to both platforms. Because users typically search and browse on mobile devices with full browsers the same way they do when using a computer, campaigns target both platforms by default. Here are a few more details about the feature: Opting in and out: Device platform targeting is applied at the campaign level. You can opt your campaign in and out of targeting either device platform from the Settings tab of any campaign. However, a campaign must be opted in to showing on at least one device platform.Google Network: Campaigns opted in to targeting iPhones and similar mobile devices are eligible to show text ads on Google web search. Text and image ads will be eligible to show on the Network if your campaign is also opted in to that network. Quality Score: Quality Score is calculated the same way for both of the device platform targeting options. Performance statistics: If your campaign is targeting both device platforms, aggregated performance statistics will be shown in your campaign. If you'd like to see performance statistics broken out by device platform type, we suggest creating two separate, identical campaigns and targeting them to different device platforms. Mobile ads: Device platform targeting has no bearing on mobile format ads, which show ads on standard mobile phones that use mobile (WAP) browsers. If you have mobile ads in your campaign, they will continue to show as usual, regardless of the device platforms your campaign is targeting. Try it Now: View Page for Mobile Targeting Device platform targeting is a feature that allows you to target your text and image ads to desktop and laptop computers, as well as mobile devices.Follow the instructions below to view device platform targeting:Sign in to your AdWords account at https://adwords.google.com. On the Settings tab of the appropriate campaign, click Edit next to Networks and devices. Select Let me choose. Locate mobile targeting settings. Questions to consider:Are mobile devices targeted by default? How is Quality Score calculated for these device platforms? How can an advertiser see performance statistics by device platform? Why might you want to target iPhone and smart phone users? 4.2 Keywords and Keyword Targeting Exams: Fundamentals, SearchAbout Keyword Match Types AdWords is based on matching relevant ads to a user's web search or browsing experience. Keywords are critical to helping both a user find the information they're looking for, and helping an advertiser reach that user with ads that relate to the user's web experience. When you build your ad groups, you'll select keywords to help target your ads for search so they reach people precisely when they're looking for what you have to offer. To do that, you'll need to pick one of the following match types for each keyword: Broad match is the default setting for all keywords. All searches made using your keyword (in any order or combination) might display your ad. Searches for similar or related queries might also trigger your ad.Phrase match narrows your reach by requiring the words to appear in that exact order.Exact match further narrows your reach by showing your ad when the exact phrase is used in the search — without any other words before, between, or after.Negative match eliminates searched phrases you don't want your ad to appear for, such as cheap or free.Embedded match allows you to prevent your ad from appearing in relation to certain phrase or exact matches. About Broad Match Keyword Targeting Broad match is the default setting for your keywords. Therefore, when you submit a new keyword to your ad group without quotes or brackets, it appears as a broad-matched term.Broad-matched keywords reach a wide audience and trigger your ad to appear whenever that keyword or similar term appears in a user's query. This means that your ad appears even if:Other words are included in the query. Terms in the query are not written in the same sequence as your keyword. The query is similar to your keyword. This includes plurals and synonyms. Example: For the broad-matched keyword used book, your ad could appear when users enter the following queries:Used book dealerSecondhand bookUsed booksUsed book for saleAbout Phrase Match Keyword Targeting A phrase-matched keyword triggers your ad to appear for any query that includes your keyword or phrase in the exact sequence and form that you specify. (Additional terms in a user's query can precede or follow the phrase.) Phrase matching narrows your reach by restricting your ad from showing on irrelevant variations of your keyword. To enable phrase matching for a particular keyword, enclose it with quotation marks. Example: For the phrase-matched keyword "used book", your ad will be matched per the following:Ad will appear for the query:used book dealerbuy used bookrare and used bookAd won't appear for the query:used paperback bookbook of used matchesAbout Exact Match Keyword Targeting Exact match is the most precise method for targeting your keywords. Use exact match when you want your ad to appear only on a query that precisely matches the keyword you have chosen. Without any additional words or letters before, between, or after the keyword. To enable exact matching for a keyword, enclose it in square brackets. Example: For the exact-matched keyword [used book], your ad would be matched per the following:Ad will appear for the query:used bookAd won't appear for the query:used book sellerused booksAbout Negative Match Keyword Targeting Negative-matched keywords prevent your ad from appearing when a search includes a keyword that isn't relevant to your ad. Your ad won't appear when a negative keyword you've specified is included in a user's search query.To specify a negative keyword, add a minus sign (-) before the keyword or phrase you want to exclude. Negative matches may not restrict your other keywords as much as phrase or exact matches might. Example: For the broad-matched keyword used book and negative keyword -college, your ad would be matched per the following:Ad will appear for the query:used book seller Ad won't appear for the query:used college bookAbout Embedded Match Keyword Targeting Embedded match is a sophisticated form of keyword matching that allows you to prevent your ad from appearing in relation to certain phrase or exact matches. This is popular when an advertiser sells merchandise related to a movie or book, but not the actual movie or book.Example: An advertiser selling merchandise for the movie Toy Story merchandise might use the embedded match option of a negative keyword and exact match on -[Toy Story]. This way, the advertiser's ads appear for Toy Story dolls and Toy Story products, but not for the exact match Toy Story.Developing and Maintaining Keyword Lists Review an elearning Creating a Keyword List Keywords trigger ads, ads influence clicks, and clicks can earn traffic for your site, bringing you potential sales and leads. Since keywords start this advertising process, it's important that you choose keywords relevant to your business from the beginning. Keyword creation involves a five-step process: Build a keyword list: Create a list of terms that refer to your business, service, and products, and think of common phrases people may use to think of something similar. You can get additional keyword suggestions from the Keyword Tool within your account.Group your keywords by theme: Grouping your ads and keywords together in their own ad groups by theme can help you get better performance from your ads. Set appropriate match types for each keyword (Search Network): Picking the right variations of your keywords can help reduce costs, or increase traffic while balancing impressions with meaningful clickthroughs or leads. Review the rest of this lesson to understand how to use match types to their full advantage so your campaign is as effective as possible. Remove unnecessary keywords: Refining your keyword list can help you save on unnecessary costs in the long run, and help you better target users. Removing irrelevant keywords means the users who are most likely to be interested in your business, service, or product will be more likely to see your ads, more often.Test run the campaign: Keywords need a chance to run before you can really determine how well they're doing. Try to let them run for at least 30 days before evaluating their performance. Be sure to regularly review and refine your keyword list. It's important to review your keyword performance regularly. This can help you fine-tune your campaign performance so it's as cost-efficient and effective as possible, saving you time and money. Keyword Tools To help you identify relevant keywords and to simplify the process of adding them to your ad groups, AdWords offers the Keyword Tool. You can access this tool from the Keywords tab after clicking the Add keywords button at the top of the keyword table. This tool will provide additional keyword ideas, including synonyms and spelling variations. You can build relevant keyword lists, review traffic estimates, and add your keywords directly to your ad groups from this tool.Monitoring Keywords You can see how your keywords are doing by checking the following two resources:The Quality Score column The Quality Score column displays your keyword's Quality Score to help you monitor its performance. This column is disabled by default in new accounts, but you can make it show on any tab with statistics for your campaigns, ads, and keywords. Click Columns in the toolbar above your table. Select "Qual. Score" and save your changes.The Keyword Analysis field This field gives you an in-depth view of your keyword's performance. It lets you know if your ad is not showing for the keyword, and why. It also includes your Quality Score details, which explains whether problems with keyword relevance, landing page quality, or landing page load times are negatively impacting your Quality Score. Learn more about the Keyword Analysis field, including how to access it.To view the Keyword Analysis field for any keyword, click the icon on the Status column next to any keyword on the Keywords tab.Try it Now: Quality Score Learn how to find a representation of your keywords' Quality Score.Follow the instructions below to locate a representation of your keywords' Quality Score.Sign in to your AdWords account at https://adwords.google.com.Select the campaign and ad group.Click the Keywords tab.Hover your mouse over the speech bubble in the status column for a given keyword.Note the Quality Score which appears on a scale from 1/10 to 10/10.Questions to consider:How does the Quality Score on a search-based ad affect its performance on the Display Network?How often is Quality Score calculated?In general, how will a higher Quality Score affect cost and ad position?Troubleshooting Keywords If a keyword underperforms, its Quality Score will decrease and it may become ineligible to trigger your ads for certain search queries at its current cost-per-click (CPC) bid. This most often happens to keywords that are very general and therefore do not perform very well. For instance, a keyword with a low Quality Score may only be eligible to trigger ads on certain variations of your broad- or phrase-matched keywords. To monitor your keyword's performance, check the Quality Score column on the Keywords tab of your Ad Group Details page. Or, to get a detailed view of performance and Quality Score, click the speech bubble icon next to any keyword, and more information will appear. If your keyword has a poor Quality Score and isn't accruing much traffic, try following these optimization tips to improve your Quality Scores, or try raising the keyword's CPC bid. We want to give users a positive ad experience while keeping your costs low, so we encourage you to try optimizing your account before paying more. Keyword Guidelines and Policies AdWords advertising policies include requirements for the keywords you choose and their related ads. These policies are focused on ensuring that users see AdWords ads that are relevant to a given page, whether it contains search results or other content. They are also intended to prohibit misuse of the AdWords targeting system, including use of another entity's trademark without permission, or false advertising. Review AdWords' advertising policies Keyword Best Practices Keywords lay the groundwork for the ad groups and ads you create. Follow these general tips when managing your keywords: Group your keyword list into similar items, such as by product line. Each group makes up an ad group. You can write multiple ads for each ad group, so keyword groupings should match a single theme. For example, organize keywords about organic coffee in one ad group and keywords relating to gourmet coffee in another. Broader matching options tend to give you more visibility, but accrue higher costs. Therefore, it's important to monitor broad matched keywords closely to make sure they're performing well. You can use the "See search terms" report to make sure your advertising is being expanded to the right types of searches. You can also include other matching options (like phrase- or exact-match) along with broad-matched keywords in an ad group. Narrower matching options tend to give you fewer clicks and lower your costs. It's still important to use descriptive words for these matching options.Negative keywords work well in most cases when you know a term doesn't apply to your business.Keep your campaign settings in mind. If your campaign is set up to target a very specific geographic segment, more general keywords might work well. On the other hand, if you're targeting one or more countries or territories, you may consider using more specific keywords to better focus your traffic. Here are a few more tips on general keyword list maintenance: Scrubbing and refining keyword lists Keep specific keywords that relate best to your product or service. Remove keywords that are irrelevant or are likely to bring you the least amount traffic.Keep your keyword lists small and manageable. Two- or three-word phrases generally work best. For example, instead of the keyword coffee, use fair trade coffee or gourmet coffee beans. Consider removing any single-word or general keywords. These are often too broad and can lead to clicks from people who are less likely to be interested in what you're offering. Testing and refining keywords regularly To keep up with the dynamic nature of online advertising, you should continue to test and refine your keywords. Build on keywords that work, and delete others that don't. Also, if you're running ads on the Display Network, consider using placement targeting to better target your audience. Track your results by reviewing your campaign performance statistics. 4.3 AdWords Language & Location Targeting Overview of language and location targeting Whenever you create a new campaign in your AdWords account, you choose which languages and locations you want to target. Your options include: Language: Target up to 40 different languages. Location: Target any combination of countries, territories, regions, cities, and customized areas that you define. All advertisers must choose a language and location to target, so it's important to understand what's right for you. Here are general guidelines to follow, which are further discussed in the following topics. Target the language spoken by the audience you're trying to reach. This should also be the language in which your ad is written. Target countries or territories if you want to reach a wide audience across one or more countries. Target regions and cities if your business serves specific geographic areas or if you want different advertising messages in different regions. Target customized areas to reach specific geographic areas which may not be available in region and city targeting, or if you want to define specific geographic areas. You can combine these targeting options any way you like within the same campaign. How language and location targeting works Review an elearning Language: We only show your ads to users whose Google interface language matches the language(s) that your campaign targets. Location: The AdWords system uses several techniques to help show your ads to users located only in your targeted location(s): We consider the Google domain being used (.fr, .de, .kr, etc.). For instance, if a user visits www.google.fr, the Google domain for France, she'll see ads targeted to France.We analyze the search term the user submits on Google (a practice known as "query parsing"). If someone enters a search term that contains a city or region, we may show ads targeted to that city or region. For example, if someone searches for "Chicago plumbers," we may show relevant ads targeted to Chicago.When possible, we determine a user's general location based on his or her computer's Internet Protocol (IP) address. An IP address is a unique number assigned by Internet Service Providers (ISPs) to each computer connected to the Internet. For example, if someone searches for "plumbers" from a New York area IP address, we may display ads targeted to New York. Setting and enabling language and location targeting When you create a new campaign, there will be a point in the creation process where you can choose the languages and locations that the campaign targets. You can edit this selection at any time on your campaign's "Edit Settings" page. See instructions for editing your targeted language and location. Try it Now: Set Language and Location Targeting Whenever you create a new campaign in your AdWords account, you choose which languages and locations you want to target. To change your language targeting, follow these steps:Sign in to your AdWords account at https://adwords.google.com. On the "All Online Campaigns" page, click the name of the campaign you wish to edit. Select the Settings tab. Next to "Languages" click Edit. Select the new language. Click Save.To change your location targeting, follow these steps:Sign in to your AdWords account at https://adwords.google.com. On the "All Online Campaigns" page, click the name of the campaign you wish to edit. Click the Settings tab. Click Edit next to "Location". Select your new locations. You can choose any combination of the following options:Target countries or territories. Target regions or cities. Target custom areas, such as a radius around a location, a custom shape, or another area on the map that you define. Add a list of locations to target. Exclude locations from your targeted areas.Click Save.Questions to consider:When might you consider targeting another language? What are the different targeting options for location targeting? When might you exclude a location from your campaign?Choosing Languages to Target Language targeting lets you reach an audience that speaks one or multiple languages. Because people speak many different languages in many different locations, language targeting gives you a good way to reach your users even if they're located in non-native areas. For example, if you sell Spanish books, you can choose to target your ads to the Spanish language. When we detect that a user speaks Spanish (based on their Google interface language setting), we'll display your ad. We recommend that you target the language in which your ad and its related keywords are written. For example, if your ad and keywords are written in English, target English-speaking users. Remember that Google won't translate your ad for you. Ad Text Using Double-Byte Characters With AdWords you can create ad text using double-byte characters, such as those used in many East Asian languages. However, be aware that double-byte characters have special requirements. Double-byte characters need nearly twice the display space as single-byte characters. For example, the title line of an English ad has a 25 character limit. However, the limit for that same title line is 12 characters for a double-byte language. The second and third lines of English ad text are limited to 35 characters, while the limit for double-byte characters is 17. Two other rules to follow when creating ads with double-byte characters: - Use single-byte characters for symbols, such as punctuation marks and currency symbols. - Use single-byte characters for alphanumeric characters. Note that when creating a double-byte character ad in the English interface, the character limit shown on the screen is wrong. To avoid receiving an error message, enter only the correct character length. For instance, the title line in the Japanese ad below can only contain 12 characters, even though the limit is shown as 25. About Country / Territory Targeting You should use country/territory location targeting if you offer services or products to users in one or more countries or territories. If you have a global business, it would make sense to target all countries and territories, ensuring that your campaigns get exposure across the world. It's common for new advertisers to target all countries and territories in the hope of widening their reach. However, by doing this, you might reach customers who are less likely to convert, such as shoppers located in another country who prefer not to pay international shipping costs. To help assess where and whom you should target, answer these questions: Where does your business sell goods or provide services? Who is your intended audience? For example, if you sell DVDs and only ship within the United States, you should target your campaign to the United States. However, if you sell DVDs worldwide, you should target your campaign to all countries and territories. You can also choose to target bundles of countries, such as Western Europe, Africa, or the Middle East. About Region / City Targeting Region and city targeting is best used by advertisers whose audience is concentrated in defined areas. With region and city targeting, you can capture a smaller population segment and receive more qualified clicks. This helps keep your Quality Score high and your costs low. Additionally, you can create more customized ad text and landing pages that highlight special promotions or pricing based on the audience you're targeting. Region and city targeting usually works best for region-specific businesses, such as boutiques, stores, restaurants, or hotels. Region and city targeting may not be offered in your country. The available options are displayed when you set up your campaign. AdWords displays your chosen region or city (whichever is the most specific) in the last line of ad text to distinguish them from country- and territory-targeted ads. These ads appear on Google and on some of our partner sites. Accuracy of Region / City Targeting The number of user queries for which we have accurate location targeting data continues to grow in many countries. Some countries - including Spain, Japan, South Korea, and Brazil - are limited in this area. This means that local ads in a campaign targeting an area at the city level may not receive as many impressions. If you'd like to target your local ads to areas as small as cities in these countries, we recommend setting up two campaigns to test how well location targeting will work for your particular target area and keywords. Set one campaign to target the smaller area you'd like, and have a relatively small budget allocated to it. Set the other campaign to target at the country level to ensure that your ad still gets plenty of impressions and clicks. We suggest running these simultaneously for at least a couple of weeks. If you find that the campaign with the smaller location targeted area is active enough for your marketing needs, you could pause or delete the campaign targeting local ads at the country level. We expect impressions on narrowly location targeted local ads to increase over time as the infrastructure and our technology improvesAbout Customized Location Targeting Customized targeting is best suited for advertisers with an audience in very specific areas. If you select the customized targeting option for your campaign(s), your ads will only appear to customers searching for results within (or located within) a specified distance from your business or within the area you define. A benefit of customized targeting is that it doesn't limit you to the cities and regions offered by region and city targeting. For example, an advertiser owns a restaurant chain in Southern California. With customized targeting, the advertiser could choose to target the entire southern half of California instead of specific regions or cities. When setting up customized targeting, you have three options: enter a physical address, select a point on the map, or enter multiple latitude and longitude points to form a polygon. Enter a physical address: With this option, you enter a street or business address. You then choose a distance (such as 50 miles or kilometers) that forms the radius of a circle around the address. Only users located within this circle, or those who include in their search the names of cities within this circle, will see your ads.Select a point on the map: Instead of entering an address, you can define the center of your advertising circle by dragging the interactive map to place a red marker on your location. This location will automatically be converted to exact latitude and longitude coordinates, which the AdWords system will use in targeting your advertising.Multi-point (or polygon): Multi-point targeting lets you click three or more points on an interactive map to outline the advertising region of your choice. (Again, the system will convert the points you select to latitude and longitude automatically.) Using multi-point targeting, you can create target areas of virtually any size and shape. Monitoring Language and Location Targeting In order to see how your ad appears in a different region, or to check whether it appears, just use the Ad Preview tool. This tool lets you view your ads as they would appear on a regular Google search results page for any location, without accruing extra impressions for your ad. Learn more about the Ad Preview tool in Lesson 9.1 Overview of AdWords Tools. To monitor your ad performance in different regions, you have two options: 1. Run a Geographic Performance report in your account. This report shows you ad performance statistics by approximate geographic origin of each ad impression. Learn more about Geographic Performance reports in Lesson 10.2 AdWords Reporting. 2. Link your account to Google Analytics, which allows you to see all your website's activity, including ad referrals, broken out by geographic region. Learn more in Lesson 11. Google Analytics. Troubleshooting Language and Location Targeted Campaigns Your ads may occasionally receive clicks from outside your targeted locations. Here are some possible reasons, along with some things you can do (or that we already do) to help ensure that you receive the most relevant clicks possible:A user's IP address is mapped outside his or her actual location.Example: The user might be located in Santiago but his or her Internet Protocol (IP) address is housed on a server in Buenos Aires. If you target Buenos Aires, this user might see your ads (even if the user is physically located in Santiago).Solution: Internet service providers (ISPs) determine the IP address a user is assigned. In some cases a user may be assigned an IP address for a region other than where they are physically located. Unfortunately we can't determine which cases are incorrect, or change the assignment, but we do expose the name of your targeted region below your ad text to help prevent irrelevant clicks on your ads.A user outside your targeted area specifically searches for something Google knows is in your targeted area.Example: You might choose to target a specific city, but a user outside the region may include that city in their search while looking for something related to your ad or business. In this case, this user might see your ads (even if the user is physically located outside the target city). Solution: We've developed this system for your benefit so you reach as many people looking for your goods or services as possible. However, if you find that your clicks aren't producing the results you expected, you might try refining your ad text and keywords. Your targeted area may be larger than you intended and users from a larger area are correctly included based on your settings.Solution: Narrow the focus of your region. Or, you may want to choose customized targeting instead of regional targeting.You have targeted the country/territory level and users are performing searches using the matching country-specific Google domain.Example: For example, if your campaign targets France, a user with a Spanish IP address may see your ad on Google.fr (Google's French domain). Solution: If you don't want your ad showing on a country-specific domain to users outside of your targeted country, you can change your campaign's location targeting from the country/territory option to the regional or customized option.nternational Targeting Strategies If you're targeting an audience located in several different locations, it's important that you organize your campaigns and ad groups logically.A good strategy is to organize and name your campaigns by location, such as "Germany" and "France." Use the appropriate location and language targeting for each campaign -- for instance, you may want to location-target your first campaign to Germany and language-target it to German.Then, organize your ad groups by product lines, such as "Coffee" and "Tea." Be sure to tailor your keywords and ad text to the intended audience.Make sure that your keyword list and ad text for each ad group is in the same language. This ensures that the ad appears in the same language in which the keyword was entered. For example, if a user enters a keyword in Japanese, you want your ad to appear in Japanese.Best Practices for Language and Location Targeting Review an elearning Some more best practices to keep in mind are:Before setting location targeting, enter your keywords into Google Insights for Search to find out which locations receive the most queries for your keyword. You can then alter your bid and budgets appropriately, raising them for the location with the most traffic, and lowering them for the others.After your location targeting is set and your campaign has been running for a time, use a Geographic Performance report or Google Analytics to see where your users are coming from. Adjust your budgets, bids, or messages according to how the ads perform in different regions. If your Geographic Performance report or Google Analytics shows that you're consistently getting clicks with a low conversion rate from certain regions, or clicks from regions where you don't want your ads to show, consider specifically excluding the region from your targeting. For example, let's say you run an online store that ships products to all of the United States except Hawaii and Alaska. You can target your campaign to the U.S. and exclude those two states. Or, you might run campaigns that are relevant to markets across the United States and a few cities in Europe, and you can now target all of those locations in one single campaign. Point your ads to a specific landing page for your targeted region, if you have such a page. To add multiple locations, click the Bulk link under the Custom tab when you edit your locations, and add up to 100 locations at once.If you'd like to highlight the address of your business, add location extensions to your ads. 4.4 Placement Targeting for the Display Network Key Concepts of Display Network Placements The Google Display Network comprises millions of websites, news pages, and blogs that partner with Google to display targeted AdWords ads. When you choose to advertise on the Display Network, you can expand your marketing reach to targeted audiences--and potential customers--visiting these sites every day. We strive to maintain the largest contextual advertising network in the world. The network reaches over 70% of unique internet users in more than 20 languages and over 100 countries. Of course, you're always in control of your ad targeting: you can narrow or expand your focus to specific countries or regions at any time. Placement targeting on the Google Display Network Placements are locations on the Google Display Network where your ad can appear. A placement can be an entire website, a subset of a website (such as a selection of pages from that site), or even an individual ad unit positioned on a single page. AdWords offers the following targeting features to help you better target your ads to these placements: Automatic placements: If you have keywords in your ad group and are targeting the Display Network, we use contextual targeting to determine automatic placements where your ads appear.Managed placements: If you choose to manage placements separately for increased control, you'll use managed placements. You can increase or decrease your ad delivery by setting unique bids for each of your managed placements, or you can use managed placements to restrict the sites in the Display Network where your ads appear.Excluded placements: You can also choose certain placements on which you don't want to run ads.How Keywords and Automatic Placements Work Together If you have keywords in your ad group and are targeting the Display Network, we use contextual targeting to automatically determine placements where your ads appear. This is what we mean by "automatic placements." Contextual targeting means that the AdWords system automatically starts by looking through every possible page in the Google Display Network to find content that matches those keywords. AdWords takes contextual matching down to the page level. If a placement has many different pages, only those pages that match your keywords can show your ads. About Contextual Targeting and Placement Targeting Both of these features target ads to sites within the Google Display Network. Contextual targeting is a targeting feature of the AdWords system that matches ads to content on a given page based on the content of the page and the keywords themselves. Placement targeting is another targeting feature of the AdWords system that allows you to specifically target a spot on a Display Network page that can be used for AdWords advertising. Publishers on the Display Network can define what ad formats, sizes, or category of content may appear in a given placement. Learn more about the differences between these types of targeting below. Contextual targeting Contextual targeting simply means that your keywords are used to place your ads next to content that matches your ads. For instance, suppose you have created an ad group to advertise digital cameras, and it includes keywords you have chosen like digital cameras and camera cases. Contextual targeting will be used to identify and place your ad on Google Display Network sites with the same themes. That might mean web pages about camera equipment or discussion groups of camera hobbyists, or it could be an email or a newsletter about digital photography. Contextual targeting is always used when an ad group has keywords and the campaign is opted in to showing ads on the Display Network. It can work with ad groups that have only keywords, and also with ad groups that have both keywords and placements. Placement targeting Placement targeting lets you choose individual spots in the Display Network where you'd like to see your ads displayed. We'll only look at your managed placements when searching for relevant places to display your ads. Unlike contextual targeting, keywords aren't required. A placement might be an entire website, or a subset of a site. For instance, if you're selling football boots and you want your ad to appear on a particular football website, or only on the sports pages of a newspaper, placement targeting can help you handpick those sites. Here are a few things to know about placement targeting: A site must be part of the Google Network in order to be available for placement targeting. The AdWords Placement Tool can help you find placements for your ad as you create a new campaign or ad group. As with all AdWords advertising, you'll compete for space with other advertisers. If you choose very prominent and popular sites, you'll need a higher price to win the ad position. Pricing for Keywords and Automatic Placements Ad group default bids: Automatic placements You're prompted to set a Display Network bid each time you create an ad group. It applies to all automatic placements in that ad group. Editing this bid will update the bid for all of the automatic placements in a given ad group. If you do not later set an individual bid for placements in that ad group, then your overall Display Network bid will be used. Here's the general order of bids, from most specific (and highest priority) to lowest: Individual placement bids Managed placements bid Display Network bid Bid modifiers, such as changes for ad scheduling or demographic bids, are applied after your primary bid is chosen. Individual keyword or placement bids Individual bids override the ad group default bids. For example, raising a bid for a particularly strong or relevant keyword allows you to compete more effectively when that keyword triggers your ad. If change a bid but later want to revert back to the default bid, just leave the field blank when editing. Keyword: You can specify an individual keyword bid when you first add a keyword or later through inline editing. Automatic placement: To edit the bid for an automatic placement, select the checkbox next to it in the automatic placement table. Then, click Manage placement and bid. This will copy the placement to your managed placements table and allow you to adjust the bid. When you add an automatic placement to your managed placements, historical performance statistics won't be copied over. Setting up Automatic Placements in a Campaign Your ads can run on automatic placements if you do either of the following when setting up your campaigns or ad groups: Select Relevant pages across the entire network on the Settings tab under "Network Settings." These settings are at the campaign level. Add keywords to each ad group that you want to run on automatic placements. About Managed Placements Managed placements are specific website placements in the Display Network that you deliberately choose to target. There are a couple of reasons why you may want to add managed placements to an ad group:Placement management: You've opted to run ads on the Display Network but only on "Relevant pages only on the placements I manage." This is a network settings option on the "Settings" tab at the campaign level. Bid management: You're running ads across the entire Display Network, but you'd like to raise or lower bids for specific placements. For example, you may want to be more competitive for placement on a particular website. You can add it as a managed placement and raise your bid for that one placement. You may also see an automatic placement that you don't want to entirely exclude but that doesn't particularly interest you. You can add it as a managed placement and lower the bid for that website. How Keywords and Managed Placements Work Together When you use both keywords and managed placements together in an ad group, the following two things affect how and where your ad will be shown: Step 1 - Keywords always do their work first. When an ad group has keywords, the AdWords system always starts by looking through every possible page in the Google Display Network to find content that matches those keywords. This happens automatically. AdWords takes contextual matching down to the page level. If a placement has many different pages, only those pages that match your keywords can show your ads. Step 2 - Managed placements further control where your ads may appear. Managed placements ensure your ads appear on specific placements you've chosen. If you further restrict your network ad delivery to "Relevant pages only on the placements I manage," your ads will show only on the specific sites where you want them to appear. Your ads can appear only on your chosen placements, and only when pages on those placements also match your keywords. You'll be choosing the set of placements where your ad can show, but contextual targeting will determine the pages where your ad will show within that set of placements. (You don't have to add keywords. In which case, your ad can show anywhere on the placements you choose, even if your ad doesn't precisely match the content on those placements.) If you want your ads to show anywhere on a given placement, without regard to contextual matching, then create an ad group with placements only, and set your campaign settings to "Relevant pages only on the placements I manage." That way your placement choices (and the AdWords auction) will be the only factor involved in where your ad can appear. Pricing for Keywords and Managed Placements You're first prompted to add a managed placement default bid the first time you add a managed placement to each ad group. You set one default bid for all managed placements in each ad group. Editing this default bid will update the bid for each managed placement using that bid. AdWords always uses the most specific bid available. If you later set a placement bid, then AdWords will always use your placement bid instead of the managed placement default bid. When you make a placement bid, you're telling AdWords that you want that bid to have top priority for that particular placement. Here's the general order of bids, from most specific (and highest priority) to lowest: Individual bid. If you set individual keyword, placement, or audience bid, the individual bid overrides the ad group default bid. Ad group managed placement bid. Ad group Display Network bid. You're prompted to set a Display Network bid each time you create an ad group. If you don't set this bid, we'll use the default bid. Ad group default bid. If you don't set a Display Network bid for your ad group, our system will use an automatic bid based on an average of all keyword CPCs for the ad group, including the default ad group CPC and individual keyword CPCs.Bid modifiers, such as changes for ad scheduling or demographic bids, are applied after your primary bid is chosen. Selecting Managed Placements There are three main ways to add managed placements to an ad group: manually adding, copying from your "automatic placements" table, or using the Placement Tool . Manually add managed placements Go to the "Networks" tab at the ad group level. Find the "Display Network" table, and click "show details" next to "Display Network: managed placements." When the managed placement table opens, click "+ Add placements." Copy from automatic placements Go to the "Networks" tab at the ad group level. Find the "Display Network" table, and click "show details" next to "Display Network: automatic placements." When the automatic table opens (you may have to scroll down the page), you'll see a list of domains (if any) on which your ads have run. If your ad group has never run on automatic placements, this table will be empty, so you won't be able to add managed placements via this method. If you have automatic placements, you can select the check boxes next to the ones you'd like to copy to your managed placements table. After selecting one or more placements, click "Manage placement and bid." Use the Placement Tool Go to the "Networks" tab at the ad group level. Find the "Display Network" table, and click "show details" next to "Display Network: managed placements." When the managed placement table opens, click "+ Add placements." Click "Try the Placement Tool" next to the text box for manually adding placements Once the Placement Tool launches, you can find and add managed placements in a variety of ways: Browse categories: Select placements from topics like Games or Health Describe topics: Enter words (like tennis) or phrases (like tennis racquet strings) to see a list of placements matching those topics. List URLs: Find out if specific websites are available on the Google Network, and see similar available placements. Select demographics: Pick the audience you want, then choose from placements that match that audience. Learn more about the using the Placement Tool. Try it Now: Add and Edit Placements There are three ways to add managed placements to an ad group: you can add them manually, you can copy them from your "automatic placements" table, or you can use the placement tool. If you're looking for placement ideas, try the second and third options.Follow the instructions below to manually add a managed placement:Sign in to your AdWords account at https://adwords.google.com. At the ad group level, open the Networks tab. On the Display Network table, click show details next to Display Network: managed placements. Click + Add placements. Select an ad group. Add a target URL, omitting "www." If you are unable to think of one, you may use the placement tool to generate a relevant URL. Click Save. Questions to consider:Managed Placements allow advertisers to hand select pages to show ads. Why might an advertiser wish to target a site or page within a site? Can unique bids for each placement change ad delivery? How can an advertiser prevent an ad from showing on a given website? Monitoring Placement Performance It's important to review the performance of your ads on all placements to determine whether the placements are effective. If they aren't, you can remove them from your campaign just as you would remove keywords when refining a keyword list. To run a URL report, click See URLs under automatic placements or managed placements on the Networks tab of any campaign. This report will list the pages where your ads have appeared on the Display Network and your ads' statistics. After you run the report, check the results. Focus on the areas that matter the most by initially sorting the data by column fields such as "Clicks" or "Cost." This helps you understand which domains or URLs give your ads the most exposure.Here are some tips for analyzing a URL report: Implement Google's conversion tracking so you can understand how individual sites are converting for you. Don't focus on lower overall clickthrough rates (CTR). Remember: A low CTR on a given site does not necessarily mean your ads perform poorly. Users behave differently on Display Network pages than they do on search sites. For more telling information, rely on your conversion data.When you find placements where ads from one ad group convert well, consider adding them as managed placements on the Networks tab in your ad group. Try raising your bid so that your ads will have a better chance of appearing whenever your keywords put your ad on that placement. Or, try doing the opposite with poorer-performing placements: lower your bid to seek a better ROI on those specific placements. Respond only to statistically significant data. It may take several weeks before you can see how your ad is doing on a specific site. We recommend waiting until you have enough click and impression data before making decisions.Use the report to identify and exclude sites that are not converting for your campaign.Excluding Placements from Display Network Targeting By electing to show your ads on the Google Display Network you can expand your reach to prospects visiting a variety of websites that are relevant to your business. However, there may be times where you feel that certain websites aren't appropriate for your ads. If this is the case, you can exclude placements and categories of placements to prevent your ads from appearing on these sites. With this exclusion feature, you can enjoy the benefits of advertising on the Display Network while still precisely controlling your targeting. You can prevent your ads from appearing on individual placements and categories of placements at the campaign level and individual placements at the ad group level. To do this, visit the Networks tab of any campaign. Expand the "Exclusions" section beneath the table. You can then enter individual placements at the ad group level, and individual placements or categories at the campaign level. Two things to note: Most exclusions apply only to the Display Network. However, if you exclude "parked domains," you'll exclude all parked domain sites on both the Display Network and the Search Network. You can exclude up to 5,000 sites in each of your campaigns. We've instituted this limit to ensure that campaigns don't place unnecessary load on our advertising servers. Try it Now: Add Placement Exclusions Use exclusions to you prevent your ads from appearing on individual websites or categories of webpages. Exclusions only apply to the Display Network unless otherwise noted. Follow these instructions to practice adding exclusions for your ads. Sign in to your AdWords account at http://adwords.google.com. Click "Campaigns" in the top green navigation bar. Navigate to a campaign or ad group. Click on the "Networks" tab, and scroll down to the bottom of the page.If the excluded placements tables aren't showing, open them by clicking "+" next to the "Excluded placements" section.You'll see an "Ad group level" table and a "Campaign level" table. Each has four action buttons to choose from: Exclude placement, Edit, Delete, and Download. ("Edit" and "Delete" only become active buttons after you select one or more existing excluded placement to edit.)Choose an action, and follow the steps that follow. Questions to consider:When would you use the Sites tab versus the Topics or Page Types tabs? What advertisers might benefit from excluding sites?4.5 Location Extensions Introduction to Location Extensions Location extensions are a quick, easy way to connect you with customers searching for your products and services when you have businesses in multiple locations. Reach local customers more effectively With your ads appearing for relevant queries on Google and its properties, including Google Maps, you'll be able to more easily reach local customers with more information about your business, products, or services. Whether you have multiple storefronts you'd like to promote locally, or a single storefront you'd like to attract a user's attention to, location extensions can help raise awareness for a customer who may already be close enough to physically visit your business, or who is already searching or browsing for information related to your business in their area. For example, if you own a bicycle repair shop in downtown Tokyo, a customer near your store searching for bicycle repair shops or tools to repair their bicycle is a local user you could more effectively reach with location extensions. Whether that user uses Google search or Google Maps, they'll find your ad, along with your full address and phone number, or a link to your website URL. Learn how location extensions are targeted to users. Show local customers more relevant information Location extensions merge your business address information with relevant ad text, telling users as much as possible in context with their browsing or search experience for local information. In addition to the description lines and URL that appear in your ad text, your ad can also display your business name, address, and phone number. This helps promote your business brand, products, and services, and associates your business with a specific location of interest to the user. Location Extensions Key Concepts Review an elearning Location extensions expand a standard text ad with additional business information such as an address, helping web users easily find out more about your business. Ads will appear as normal across Google and the Google Network, but the additional information may also appear on Google.com and its properties, such as Google Maps, in an enhanced format. Pricing and traffic You're charged in the same way for location extensions as you are for a standard text ad. However when your ads are shown on Google Maps, you won't be charged for clicks on your ad that expand the info windows on the map interface, but you will be charged for clickthroughs from the info window to your website. Where location extensions appear Users may search for your keywords on any Google property or Google Network site and, if you've enabled location extensions and your business information is eligible to appear within the ad placement, this information will also be shown. Here's how an ad will appear when using this feature: Ads on the Google Search and Display Networks:Your ad will appear as a standard text ad and may also include a business address. It will appear on Google with your additional business information included. It may also appear on other search and Display Network sites and products in the Google Network based on your network targeting settings, and its appearance will vary by partner. Typically, ads are labeled as sponsored links and include 2 - 4 lines of text. In most cases, the text versions of these ads have the same ad text and display URL as the enhanced ad running on Google Maps. In some other cases, Google search partners may also show versions of your ad that include your address information. If a partner does not support the additional address information, your ad will appear as a standard text ad.Google Maps: Your ad may appear as a text ad, or an enhanced ad, with a business icon and a map marker that expands to show a business image. These ads are associated with a specific point on the map, such as a store or restaurant. On smaller maps, if a user clicks on the associated map marker, an info window expands on the map to reveal additional information about the business. The user can click within the info window to be redirected to your website. For smaller maps, if a user clicks on the URL or the title of the ad they'll be redirected to your website. In some cases, ads may also appear with relevant searches on Google Maps for mobile. Ads appearing with mobile search results may have their ad text shortened for mobile searches. Targeting options and availability Your ad is by default already a standard text ad, so we'll show your ad to users based on your target settings for the campaign. If you enable location extensions and provide one or more addresses, your ad will be shown with the relevant address when we know the user is near the address or has shown interest in the location area by their choice of search terms. Location extensions don't replace regional and customized campaign targeting. More specific campaign targeting for your ads still works best if you have an online-only business or if you're mostly interested in driving traffic to your website. Learn more about how targeting works for location extensions This feature is also limited to advertiser use in certain countries. Learn more Learn how to create a location extensionEnabling Location Extensions You can edit or create a location extension from the under the Locations, Languages, and Demographics section of the Settings tab in your AdWords account. Select one of the options under "Show relevant addresses with your ads." If you're a business owner, you can link a Google Places account to the campaign. A Google Places account is not required to use ad extensions within AdWords, and it is only available for business owners. If you are not a business owner, you should manually enter business locations for your ad extensions instead. Also, ads within campaigns linked to a Google Places account will only be shown with a location extension if the address is verified. Learn more about Google Places and how to sign up When you create a location extension, a default icon will be provided for the map marker that appears along with your ad on Google Maps. You have the option to select another default icon, or you can choose from one of your own uploaded images. To change your location extension icon, edit the address on the Settings tab of your campaign, or within the actual ad if you have chosen to use a single address at the ad level. Location Extensions Guidelines & Policies Ads with location extensions must follow the AdWords advertising policies for standard text ads. They must also comply with special requirements for ads using this feature. You can view the full list of requirements within the AdWords Help Center: Guidelines Overview AdWords advertising policies for standard text ads Location Extensions Best Practices Best Practices Examples These examples illustrate good use cases for this feature: A campaign advertising an antique store uses the store address. A campaign for a restaurant review website uses the address of one of the reviewed establishments. These examples illustrate poor use cases for this feature: A restaurant website includes the address of its competitor. An online-only business includes a residential address. Targeting ads with location extensions more effectively As with any AdWords ad, the more relevant your keywords and ad text are, the more targeted your ad will be to users who may be interested in your business or service. Consider the tips below when creating ads that will appear with an address: Keywords: Location extensions attach address information to an existing ad, so you don't need to provide special keyword choices. However when choosing keywords, remember that users will often enter general locations for keywords to further narrow their search results. So if your keywords include meaningful terms like a street name, neighborhood, city, or region, your ad will be more likely to appear for a related user search. If your ad text also includes these terms it will also be more relevant and likely to earn user clicks, or a visit or phone call to your store. Ad Text: You aren't required to choose or write your ad text in a particular way, but ads with ad extensions may appear in context with a business address for a user or on an enhanced map. Try to write your ad text with this in mind. For example, if you sell antique furniture at a shop in a unique neighborhood of your city, or on a particularly well-known street, it may help to highlight this in your ad text to emphasize how local and accessible your business is. Users will see that your address actually matches your marketing message, and they'll be more likely to visit your antique shop in person. They may choose to click your URL to see more about what you sell on your website, call your store to ask a few questions about the products you sell, or arrive at your store ready to buy an item. Lastly, when using an ad extension with your text ad, for example, create a location extension to help make local users aware that your business is nearby. If you've got multiple business locations, create generic ad text that will suit all locations, so that users near to a given address will see an ad that makes sense to them. Managing addresses for location extensions It's important to think about how and when an address will appear for users. Here are some tips for setting up your address settings for ads with location extensions: If you want a particular ad to only appear with a particular address, and no others, you can choose this option at the ad level. This can help you more effectively target users near to a given business location. If you're a business owner, you can use addresses you've stored in Google Places. You can link your Google Places account at the campaign level. You can manually add individual addresses to your campaign with ad extensions. Use this option if you don't have a Google Places account and you're not a business owner.