Section 4 & 5 ReviewSection 4 & 5 Review

Google AdwordsGoogle Adwords

Contextual TargetingContextual Targeting

Your keywords are used to place your ads next to content that matches your ads.

Your keywords are used to place your ads next to content that matches your ads.

How do you set automatic placements?

How do you set automatic placements?

Select Show ads on pages that match the broadest targeting method on the Settings tab under "Networks and devices." These settings are at the campaign level.

Select Show ads on pages that match the broadest targeting method on the Settings tab under "Networks and devices." These settings are at the campaign level.

What is bid management? Is it on Display or Search network?

What is bid management? Is it on Display or Search network?

DisplayYou have ads running and you'd

like to raise or lower bids for specific placements based on the performance of those websites.

DisplayYou have ads running and you'd

like to raise or lower bids for specific placements based on the performance of those websites.

When is it best to use region and city targeting?

When is it best to use region and city targeting?

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.

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.

When should you use country targeting?

When should you use country targeting?

If you offer services or products to users in one or more countries or territories

If you offer services or products to users in one or more countries or territories

What is the keyword analysis field?What is the keyword analysis field?

It 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

It 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

What is the quality score column?What is the quality score column?

Displays your keyword's Quality Score to help you monitor its performance.

The 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.

Displays your keyword's Quality Score to help you monitor its performance.

The 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.

Where do placement targeted ads appear?

Where do placement targeted ads appear?

Appear only on pages in the Display Network.

You choose a specific audience and site, or portion of a site, to target

These are called "managed placements"

Appear only on pages in the Display Network.

You choose a specific audience and site, or portion of a site, to target

These are called "managed placements"

What happens if a keyword underperforms?

What happens 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

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

What is the keyword tool?What is the keyword tool?

A tool within adwords that will choose keywords for you based on your website

A tool within adwords that will choose keywords for you based on your website

What is device platform targeting?What is device platform targeting?

A campaign settings feature that lets you target your text and image ads either to desktop and laptop computers, to high-end mobile devices with full browsers like iPhones or Android devices, or to tablet devices.

A campaign settings feature that lets you target your text and image ads either to desktop and laptop computers, to high-end mobile devices with full browsers like iPhones or Android devices, or to tablet devices.

What is Google Display Network?What is Google Display Network?

A group of more than a million websites, videos, and apps where your ads can appear. Sites in this network have partnered with Google to show relevant AdWords ads.

Ads can be automatically matched to websites and other placements like mobile phone apps, when your keywords are related to the sites' content. You can also choose specific sites or pages about specific topics in our network where you'd like your ad to show.

To show your ads on the Display Network, set your ad campaign to "Display Network only" or "Search & Display Networks All features."

A group of more than a million websites, videos, and apps where your ads can appear. Sites in this network have partnered with Google to show relevant AdWords ads.

Ads can be automatically matched to websites and other placements like mobile phone apps, when your keywords are related to the sites' content. You can also choose specific sites or pages about specific topics in our network where you'd like your ad to show.

To show your ads on the Display Network, set your ad campaign to "Display Network only" or "Search & Display Networks All features."

How can you manage or refine your keywords?

How can you manage or refine your keywords?

Use well targeted keywordsKeep list small and manageable

and tightly themedUse two to four keyword phrases

Use well targeted keywordsKeep list small and manageable

and tightly themedUse two to four keyword phrases

What is the best way to group keywords?

What is the best way to group keywords?

By similar items or product lines (gourmet coffee and organic coffee)

By similar items or product lines (gourmet coffee and organic coffee)

Broader Matching OptionsBroader Matching Options

More __________, higher ________.More __________, higher ________.

Narrower Matching Options

Narrower Matching Options

Fewer_______ and lower ________.Fewer_______ and lower ________.

Broad Match KeywordsBroad Match Keywords

Default SettingAll searches with your keyword

could display your adSimilar queries could also trigger

your ad

Default SettingAll searches with your keyword

could display your adSimilar queries could also trigger

your ad

Phrase Match KeywordsPhrase Match Keywords

Words must appear in exact orderUse quotation marksMay include other words

Words must appear in exact orderUse quotation marksMay include other words

Exact Match KeywordsExact Match Keywords

Narrows the searchExact phrase with no other wordsUse brackets

Narrows the searchExact phrase with no other wordsUse brackets

Negative Match KeywordsNegative Match Keywords

Eliminates words or phrases you don’t want to appear

Eliminates words or phrases you don’t want to appear