Google Adwords
From Wikicliki
Google Adwords is what people use to put text, image, or flash adverts on Google's Search network and Content network.
Contents
Account Structure
- Account: Email & password | Billing information | Account preferences
- Campaign: Start & end dates | Daily budget | Google Network preferences | Language and location targeting
- Ad Group: One set of keywords or placements | Ads & variations | CPC or CPM bids
Trademark & Copyright
- Trademark: word, phrase, logo, or symbol that distinguishes the product from others in the marketplace
- Copyright: legal right to exclusive publication, production, sale, or distribution of a work
- Trademark/Copyright investigations will start when all information has been sent to Google. They require a signed letter on company stationery that is either mailed or faxed to Google Inc in the US.
Keywords
Keywords for keyword targetting
- Broad Match (default) - any term containing all the keywords in any order + with any other words inserted in
- example keyword: french fry
- correct: french man eats a fry, french food stir fry, fish fry like to eat french food
- wrong: potato chip
- Phrase Match - exact phrase + any other words inserted before and after
- example keyword: "french fry"
- correct: tasty french fry, french fry squashed by dog
- wrong: french dressing drenched fry (because the phrase cannot be broken up)
- exampl:e keyword: [french fry]
- correct: french fry
- wrong: everything else
Keywords in Ad text
Dynamic keyword insertion allows the search query to be shown dynamically in the title of the ad, thus improving the click-through rate.
- If you want the dynamic text to be all lower case, use {keyword:Default_text}.
- If you want the dynamic text to start with the first letter of the first word capitalized, use {Keyword:Default_text}.
- If you want the dynamic text to have the first letter in caps for each word, use {KeyWord:Default_text}.
- If you want the dynamic text to have the first word to all be in caps, use {KEYword:Default_text}.
- If you want the dynamic text to have the first word to all be in caps and the other words to start with the first letter in caps, use {KEYWord:Default_text}.
- If you want the dynamic text to all be in caps, use {KEYWORD:Default_text}
Invalid Clicks
- Invalid Clicks refer to both the manual clicks intended to drive up your advertising costs or increase profit for the content website owner, and the automated robot clicks.
- Clicks from same IP address might not be invalid: an Internet provider may assign identical IP addresses to multiple users by geographic area.
- Clicks from same user might just be comparison shopping: individual users may legitimately click on your ad more than once while comparing different sites.
Search Targeting vs Contextual Targeting
- Search Targeting: within search network only, text only, depends on keyword relevance, bid on CPC
- Contextual Targeting: within content network, text/img/flash, depends on keyword themes, bid on CPC or CPM
- Ranking of Search Targeted ads depends on: Cost-per-click (CPC) bid and Quality Score.
Text Ads
- Only one exclaimation point is allowed throughout the entire ad and it can't be in the title.
- Prices/Free offers stated in ad text must always be supported within 1-2 clicks of landing page
- No pop-ups allowed on landing page
- The linked website must be working, it cannot be a website that is still under construction
- Call to action phrases (eg: Buy now!) which do not describe product are not allowed
- Do not use repetition or superlatives unless they can be justified by a legitimate third party
- Do not use ALL CAPITAL LETTERS
- Trademarks owned by Google are not allowed in ad text: Google, Froogle, Gmail, Orkut, Keyhole and PageRank.
EN Text ads (single-byte)
- Title: 25 char
- 2nd line: 35 char
- 3rd line: 35 char
- Display URL
中文 Text ads (double-byte)
- Title: 12 char
- 2nd line: 17 char
- 3rd line: 17 char
- Display URL
(In asian character input, use single-byte characters for symbols, punctuations, currency, and numbers)
Expanded Text Ads
If you are lucky and the price is right, Google may increase your ad's font size until it fills the entire ad space on the website. No special arrangements required.
Flash Ads
- Text in image & flash ads must adhere to Google's editorial policy guidelines.
- Ads must be family safe only, no porn, no funny business, especially if its going to be in China.
- Ads cannot exceed 50kb or 15 seconds in length. Should not loop infinitely or have fireworks shooting out of it. [If your ad has been disapproved, use this tool to find all your disapproved ads on one page and edit them from there.
- If you use location targeting in China, it may take 1-2 weeks for your ad to be manually approved. Do not panic.
- Flash banners on Google have to have clicktags which presumably allow the server to direct traffic through it. Make a big invisible movieclip that is exactly the size of the stage and position it at (0,0), then slap the actionscript on. If the piece of actionscript you paste in does not correspond exactly with Google's code, you will be subsequently voted off the island.
on (release) {
if (clickTAG.substr(0,5) == "http:") {
getURL(clickTAG, "_blank");
}
}
Compare this to the most basic clicktag that you might use for other banner ad services.
on (release) {
getURL(clickTAG, "_blank");
}
Google Adwords Editor
- The Adwords Editor has two panels in its interface: Data View, Edit Panel
- (Correct as of 13 May 2008) As CPC bids for Content targeted ads is a new feature, Adwords Editor hasn't quite caught up with it, so if you try to upload image/flash ads which are bidded for by CPC rather than CPM, IT WILL GO PEAR-SHAPED. You will also spend much time cleaning up after the pear hits the fan.
- If you want to use Adwords Editor to write and edit keywords in Chinese then you should prepare to go completely BLIND. All the Chinese characters on it are nigh unreadable and resemble ants which have been squashed. There's no hope for us.
