APPLICATION OF GOOGLE ADWORDS An Original Work 

              

AUDREY LOI || 2017-18 Independent Study And Mentorship Program 

TABLE OF CONTENTS INTRODUCTION 

Executive Summary 4 What Is Adwords? 4 Benefits Of Adwords For Businesses 4 Types Of Adword Ads 4 Details You Can Specify With Adwords 4 

Process To Get Adword Certified 5 Requirements 5 Resources Available 5 

 

RESEARCH 

Adwords Basics 6 

Adwords Display 12 

 

APPLICATION 

TraxID 20 Business Description 20 Target Market 20 Optimal Campaign Type 20 Sample Ad 21 

Conclusion 22 

Bibliography 23      

EXECUTIVE SUMMARY  What is AdWords? Google AdWords is Google's advertising system in which advertisers bid on certain keywords in order for their clickable ads to appear in Google's search results. Since advertisers have to pay for these clicks, this is how Google makes money from search.  However, for marketers, AdWords are a way to connect to customers when it matters by targeting specific demographics, location, and even keywords. AdWords is one of the most effective ways to target any type of user a marketer is looking for. Especially with over 90% of internet users using Google frequently, Google AdWords provides marketers a direct connection to its audience, no matter how unique it is.  Benefits of AdWords for Businesses 

● AdWords ads can show on Google Search, YouTube, and even other websites. ● You can select where AdWords appear and control the budget. ● Specify who ads targets based on demographics, location, and keywords. ● Control your costs because you can set a maximum budget, with no minimum. ● Improve performance by using tracking tools to see actual sales and direct 

result of ads. ● You can always pause your campaign to re-evaluate it for success. 

 Types of AdWord Ads 

● Text ads ● Ads with extensions ● Responsive ads ● Shopping ads ● Image ads ● Video ads ● App promotion ads ● Call-only ads ● Rich media ads 

 Details You Can Specify With AdWords 

● Device ● Location ● Time of day ● Top content  ● Targeting methods ● Remarketing lists for search ads ● Interactions 

      

PROCESS TO GET ADWORD CERTIFIED  Benefits of Being Certified Many marketers get Google AdWord certified to show their knowledge in the field. These marketers have immense knowledge on the best way to utilize Google to its fullest potential. Also, being certified is a great selling point when looking for a job, especially to a company that is looking to expand their online presence.   Requirements 

1. Register for a Google Partners account 2. Pass the Google AdWords Fundamentals exam with a score of 80% or higher 

(100 questions, 120 minute time limit) 3. Pass one of the five other Google AdWords exams with a score of 80% or higher. 

○ Search Advertising (100 questions, 120 minute time limit) ○ Display Advertising (100 questions, 120 minute time limit) ○ Video Advertising (74 questions, 90 minute time limit) ○ Shopping Advertising (60 questions, 90 minute time limit) ○ Mobile Advertising (70 questions, 90 minute time limit) 

 Resources Available In order to pass the two Google AdWords exams, one should study and take practice tests beforehand. Below are some resources typically recommended to marketers that are easy to access. 

● Google AdWords Fundamentals study guide found for Google Partners ● Google’s Academy for Ads (academy.exceedlms.com) 

○ Includes lessons to pass all the Google AdWords exams ○ Other lessons and achievements for Google and marketing professionals 

● WayToExam: A practice exam with 90 questions, with similar wording to the actual exam, and explanations for every question. 

● iPassExam: Provides an overview of the exam and 40 practice questions. ● GyaniAkash: A 50 question practice exam   

RESEARCH: ADWORDS BASICS  1- Learn the basics of AdWords 

● AdWords ads can show on Google Search, YouTube, and even other websites. ● You can select where AdWords appear and control the budget. ● Connect with customers when it matters: demographics, location, and 

keywords. ● Control your costs: set a maximum budget, no minimum. ● Improve performance: tracking tools to see actual sales and direct result of ads ● You can always pause your campaign to re-evaluate 

 2- Choose where customers see your ads 

● Ads come in many forms ○ Ad with text and a clickable link that shows on Google Search ○ Image ad on different sites (Google partner network) ○ Video ad before a YouTube video and other video players 

● Google Network = Search + Display ○ Search: keywords (Google Search, Google Shopping, Google Maps, 

Google Play, and sites that partner with Google) ○ Display: showcase, ad placement (YouTube, Blogger, Gmail, and partner 

sites) ● Ad formats 

○ Text ads ○ Ads with extensions: Text ad + address or phone number ○ Responsive ads: Blend in and adjust on page it shows on ○ Shopping ads: Image of product + pricing info, ideal if you’re managing a 

large inventory of products (can only show on Search Network) ○ Image ads (don’t show on Google Search Network) ○ Video ads (don’t show on Google Search Network) ○ App promotion ads: send customers to app store ○ Call-only ads: click to call ○ Rich media ads: include animation (can only show on Display network) 

 3- Create effective text ads 

● Parts of a text ad ○ Headline: 2 headline fields with up to 30 characters each, longer headline 

wraps on mobile devices (watch out!), consider including one of keywords to make it more relevant 

○ URL: www.example.com/store/us/in is shortened to www.example.com ○ Path fields (optional): can hold up to 15 characters, path text include 

content ○ Description: be sure to include keywords 

● Five tips: Highlight what makes you unique, use a call to action, include sale terms, match your ad to your keywords, match your ad to your landing page 

● Best practices: Headlines wrap with a “-” hyphen (make every word count!), mobile URLS for different devices (think about mobile audience), include 

information below your ad like deep links (has been shown to increase ad’s performance), not just the ad (improve the landing page) 

● Landing Page ○ Be specific or general when needed (be useful) ○ Explain products before asking visitors to fill out forms ○ Easy to reach contact info ○ Organize and avoid popups ○ Decrease loading time ○ Make it even more mobile friendly 

 4- Enhance your ad with extensions 

● Extensions = more content = more visibility ● Ad extensions yield an average 10-15% increase in click through rate ● No cost to add! ● Extensions show up when it is predicted to improve performance or ad’s 

position and ad rank is high enough ● All business goals: Sitelink extensions, Callout extensions (free delivery, 24/7 

support), structure snippets (highlight aspects of products) ● Get customers to buy from business location: location extensions (location, 

call, or link to business details page) ● Get customers to contact you: call extensions, message extensions ● Get customers to convert on your website: Price extensions, promotion 

extensions ● Get people to download your app: app extensions 

 5- Choose the best campaign types 

● Search Network Campaign: Text ads to customers right when they’re searching for related product 

● Display Network Campaign: Generate awareness of their business and target audiences with specific interests  

● Search Network Campaigns with Display opt-in: Allows you to expand potential audience (can reach people as they browse or research similar products) 

● Video Campaign: Engage customers in different ways on YouTube (Available video ad formats include: TrueView in-stream ads, TrueView video discovery ads, and bumper ads) 

● Shopping Campaign: Useful for retailers who want to promote inventory or boost traffic to find better qualified leads 

● Universal app Campaign: Ads and bids are automatically adjusted to get the most downloads (text, starting bid, budget, languages, and geographic locations) Google will test different combos and show the best-performing ads more often 

● Set campaign goals like getting customers to make a purchase or contact business 

● The campaign settings selected will apply to all ads within the same campaign ● The type of campaign that is chosen determines which settings are available ● Your bid strategy controls how you pay for users to interact with your ads. Your 

bid limit is the most that you’ll pay per click for ads in an ad group. Your budget 

is the average amount that you’re comfortable spending each day on your campaign.  

 6- Organize your account for success 

● Account > Campaign (budget) > Ad Group (keywords) ● Ways to organize: 

○ For different products areas, promotions, or regions ○ By keywords and bids for each product or service ○ *Doing this will make advertising more effective (specify ads) 

● You can create a manager account for multiple companies  7- Reach customers with targeting 

● Who: age range, gender, parental status, income ● Where: physically or online  ● What: keywords 

 8 - Help customers find you 

● Keywords are words or phrases that help determine where and when your ad can appear 

● Keywords help you reach the most interest people ● How to create keywords: 

○ Think like a customer when you create your list ○ Organize your keywords by theme (product, brand, geography, or 

customer’s journey) ○ Select specific keywords to target specific customers ○ Select general keywords to reach more people ○ Use negative keywords (helps reduce costs) ○ Pick the right number of keywords (5-20 recommended, keywords will 

automatically match variations such as misspellings or plural versions) ○ Choose keywords that relate to the websites or apps your customers see 

 9 - Control which searches trigger your ads 

● Match types trigger ads ● Broad match, broad match modifier excludes synonyms (add a plus sign before 

terms), phrase match exact and close (add quotes around them), exact match show ads based on keywords and close variations (add brackets around term), negative match (shows ads based on searches and site visits, prevents ad from showing on unrelated searches or websites and add a minus sign).  

 10 - Make your ads seen 

● Ads compete with other ads and it's not simply the highest bidder, but most useful for the user 

● Factors: bid, ad formats (extensions), AdWord click rate, landing page, relevance to user 

● AdWords auction: cast a wide net to find relevant ads, pare down to eligible ads only, show only ads that meet the ad rank threshold 

● Quality Score is the 1-10 rating that is reported for each keyword in your account calculated by estimating the quality of your ads and their associated landing pages. 

 11 - Match media cost models with your budget 

● Cost models: ○ Raise brand awareness = CPM (Cost Per Thousand Impressions): paying 

website publishers to plaster ad all around the internet ○ Raise brand awareness but only pay for impressions measured as 

viewable = vCPM (Viewable Cost Per Thousand Impressions): only pay when you ads appear on visible places on the internet 

○ Drive traffic to site = CPC (Cost Per Click): Recommended bid of $1 ○ Increase video views = CPV (Cost Per Video): Pay when a customer 

watches or clicks around ○ Increase sales = CPA (Cost Per Acquisition): only pay when customer 

does something online like signing up for newsletter or purchase an item  12 - Determine a good bidding strategy 

● Overall budget, campaign goals, and value of a sale or conversion ● Manual bidding: Manual bidding lets you manually set bids at the ad group 

level, for individual keywords, or for ad placements, so you know you're bidding for the clicks that mean the most to you. 

● Automated bidding: With automated bidding you can set a daily budget and then have AdWords automatically adjust your bids to get the most clicks or conversions possible within your budget. 

● 3 tools to determine CPC bids: Bid simulator, keyword planner, and first-page bid estimates 

● For instance, if a keyword has a low average CPC but each click converts well, you may try increasing its max CPC bid. This could improve the ad’s average position for that keyword, giving your ads more exposure and potentially increasing your ROI. 

 13 - Select your bid strategy 

● Automated bidding: uses data to improve your campaign performance (based on how long campaign has been active and click conversion), focus on increasing visibility clicks or conversions (based on end goal) 

● AdWords can automatically increase bids for impressions that it predicts could be more successful 

● Studies have shown 80% of marketer’s time is spent manually optimizing campaigns 

● Companies are more likely to get better results if the campaign is getting 15 clicks per month and 15 conversions (recommended for automated bidding) 

● Maximize clicks automatically sets your bids to help get as many clicks as possible within your budget. 

● Target return-on-ad-spend (ROAS) bids more where AdWords estimates ads are more likely to lead to a sale — aiming to get as much return on ad spend as possible. 

● Target return-on-ad-spend (ROAS) bids more where AdWords estimates ads are more likely to lead to a sale — aiming to get as much return on ad spend as possible. 

● Enhanced cost per click (ECPC) is semi automated bid strategy which adjusts your bids to get you as many conversions as possible 

● Maximize conversions automatically sets bids to get you as much conversion volume as possible 

● Target CPA automatically sets bids to help get as many conversions as possible at the target CPA 

● Best practices when using automated bidding: ○ When transitioning, keep campaign changes to a minimum for a couple 

of weeks to accumulate enough data ○ Conversion tracking allows you to see how effective ad clicks lead to 

customer activity ○ Keep Target CPA goals, ads, and campaign daily budgets fairly steady.  

 14 - Adjust bids to favor performers 

● Think like a user ● Bid adjustments: 

○ Device: per device (phone, laptop) ○ Location ○ Time of day ○ Top content  ○ Targeting methods: topics, placements, etc. ○ Remarketing lists for search ads ○ Interactions 

 15 - Align your budget with your goals 

● Divide monthly budget by 30.4 ● Calculate based on average CPC, how many clicks you want per day ● AdWords recommended budgets based on Recent campaign performance, 

Current campaign budget, Keyword list, Campaign targeting settings ● Standard vs. Accelerated delivery method ● Getting new customers: 

○ Build awareness: Let the world know about his delicious pizzas. ○ Influence consideration: Encourage customers to explore his site. ○ Driving action: Have customers call and place an order. 

 16 - Evaluate campaign performance 

● Search term report: What searches and site terms have triggered my ad? ● Use locations report: Where were the people who triggered my ads? ● Geographic report: What geographies do my ad viewers care about? ● Landing page experience report: Does my landing page need work? ● Paid and organic report: How are people finding me - with and without my ad? ● Attribution reports: What are the paths that lead people to conversions for my 

business?  

17 - Avoid editorial errors ● Spelling and grammar ● Style (Click here, phone number in ad text) 

 18 - Address trademark disapprovals 

● Disapproval? Fill out “3rd Party Authorization Request Form” ● Reseller allows you to use trademarked terms without explicit authorization ● To qualify as a reseller: dedicated landing page to selling or ways to purchase or 

information about product (informational site)      

RESEARCH: ADWORDS DISPLAY  1 - Learn the basics of the Display Network 

● Gives access to millions of sites and apps, also provides you with easy to use tools to build custom, professional looking ads 

● The Google Display Network reaches 90% of global internet users ● Keywords and targets(topic ex: Children’s Clothing) to get to customers ● Automatic expansion into the Display Network by using Display Select 

 2 - Drive results with the Display Network 

● Why use the Display Network? ○ Massive Scale ○ Measurable Performance and Maximized Results ○ Contextual Engine ○ Free tools for ad creation and campaign setup ○ Easy campaign setup with marketing objectives 

● Build Awareness > Influence Consideration > Drive Action  3 - Target with the Display Network 

● Drive action and conversions ○ Gmail ads: Find your best context 

■ Interactive ads which expand when clicked ■ Automatic targeting to identify people’s interest based on their 

inbox ○ Automation: Find your best audience and context, automatically 

■ Smart Display Campaigns: power of machine learning. Optimizes targeting, bidding, and ads using assets you provide 

● Remarketing ○ Standard: Show ads to your past visitors as they browse Display Network 

websites and use Display Network apps.  ○ Dynamic: Work to boost your results with dynamic remarketing, which 

takes remarketing to the next level with ads that include products or services that people viewed on your website.  

○ Video: Show ads to people who have interacted with your videos or YouTube channel as they use YouTube and browse Display Network videos, websites, and apps 

● Influence Consideration ○ In-marketing audiences 

■ Reach potential customers while actively browsing, research or comparing types of products you sell 

■ Use precise segments, clarify user based on in market behavior and purchase intent 

○ Content keyword targeting ■ Targets ads to people who are visiting websites relevant to 

keywords ■ Target people who meet very narrow, specific criteria 

○ Similar audiences ■ Let Google target prospects similar to visitors in remarketing list ■ “Look-alike targeting” ■ Reaches an audience 5x larger than remarketing list 

● Reach and awareness ○ Demographic targeting 

■ Target customers based on age, gender, parental status, region, language, and more 

■ Affinity audiences ● Reach audiences based on interests as they browse pages ● 80 segments 

■ Custom affinity target ● Customize existing affinity audience ● Instead of just sport fans, reach marathon runners for a 

running shoe company ■ Managed placement targeting: Context 

● If audience frequents specific sites, direct target them ● Which targeting option to use? 

○ Build awareness: demographics, affinity or customer affinity audiences ○ Influence consideration: in market audiences, audience keywords, 

similar audiences ○ Drive action: display remarketing ○ Grow loyalty: display remarketing 

 4 - Track conversions to improve performance 

● Conversion tracking allows you to attribute results to a specific campaign ○ Conversions: product purchase, newsletter sign up, call business, lead 

generation, app generation ● Tracks impressions and click automatically but site or app requires code to 

capture interaction  5 - Keep them coming back with remarketing 

● Cookie data used by advertisers to re engage users ● Companies bid higher based on already known interest ● The general process includes: 

○ Adding tracking to your website or app to collect anonymous user data from visitors 

○ When bidding on ad space, increasing bids to show ads to previous visitors 

○ When selecting which ad to show, using tracking data to pick the ad most relevant to each user 

● Benefits of remarketing ○ Help people remember your brand (Brand awareness: The more someone 

is shown your brand, the more likely they are to buy from you when they decide to make a purchase. Use remarketing to drive more traffic to your website and promote your brand.) 

○ Find the best message to connect with each user (Tailored messaging: Use remarketing as an opportunity to speak to different segments of your audience. Messaging that works for a first time visitor, likely won’t work as well for a returning visitor who has been to your site many times.) 

○ Get more for your money (Lower cost: When you reconnect with people who are already familiar with your service or product, they’re much more likely to click on your ad. So bidding more for a smaller, more targeted audience could end up saving you money.) 

○ Increase sales or lead generation (Higher conversion rates: Someone who has seen your product or service before is more likely to purchase than someone who is seeing them for the first time. When you bid on these more qualified leads, you’re more likely to see a return on your investment.) 

 6 - Remarket with the Display Network 

● 96% of visitors leave sites without converting and 49% visit 2-4 sites before purchasing 

● Shared > audiences > remarketing ● How to get started: 

○ Ensure all pages on desktop/mobile site and mobile app are tagged with your remarketing code. 

○ All desktop/mobile site or mobile app users will be captured in ‘All Visitors’ (the default remarketing list option) in your AdWords Audiences.   

○ Start creating a remarketing campaign with your ‘All Visitors’ list using the ‘Drive Action’ marketing objective.  

○ You can create additional lists according to your website. (Alternately, if you already have remarketing lists for search ads created use that for your Display remarketing.) 

○ Tailor the messaging and bidding for each additional segment. ○ Enable Target CPA or ROAS to automatically adjust bids on users 

according to their value. (Note: Having over 10 lists is not advised as it creates over-segmentations. This results in more management and smaller list sizes.) 

● Effective remarketing lists: Homepage visitors, category pages, product pages, cart abandoners, and past converters 

 7 - Choose the most beneficial ad formats 

● Responsive ads: adjust to match the pages and apps that show them.  ○ Viewers are more likely to see these ads because they blend in with the 

content the viewers came to see. ○ These ads can do a lot to build awareness, especially when you use 

viewable cost-per-thousand impressions (vCPM) bidding. (This way you can aim broadly without worrying about paying for a lot of impressions that won’t be seen.) 

○ helpful in influencing consideration. They automatically adjust their size, appearance, and format to fit available ad spaces. 

● Image ads: simple static or animated image ads that can be effective at building awareness when used with vCPM bidding. (Aim broadly without worrying about paying for a lot of impressions that won’t be seen.) 

○ Standard image ads are a great way to influence consideration because they’re enticing to consumers and make engagement easy. 

● Ad Formats that help influence consideration: ○ Gmail ads: are expandable ads at the top of tabs in Gmail. Ex: 

save-to-inbox and forward-to-friends.  ○ Universal app: campaigns let you promote your apps across Google’s top 

properties without having to design individual ads for each ad campaign. (provide the text, a starting bid, and a budget and Google does the rest) 

○ TrueView ads: (skippable video ads) show on YouTube and can be extended to the web and apps, so you can engage a broader audience with the same video creative. You only pay if someone chooses to watch your ad. 

○ Lightbox ads: let users engage with a tap that expands to show rich media content. Lightbox ads are compatible with all targeting methods offered on the Display Network. 

● Ad formats that help drive action: ○ Responsive ads: can drive action when you design your ads to start 

conversions or the purchase process. Viewers are more likely to experience your ads because they feel like a natural part of the site or app. 

○ Dynamic image ads: can show viewers ads with products they’ve previously looked at on your site or app. They’re an ideal tool to invite people who have shown interest in the past to complete a purchase. 

○ Display ads: with location extensions can help drive foot traffic to your stores — closing the loop between your online display ads and your offline sales.  

○ Universal app campaigns: help get more users for your app and find users who are likely to complete in-app actions. AdWords automates targeting and bidding so you can get the best value from each download.  

○ Gmail ads: are expandable ads at the top of people’s tabs in Gmail. With a click, these interactive ads expand into an email-sized ad that can include videos and images. These ads can be used to meet a variety of advertising goals. Once someone expands your ad, the additional clicks on your content are free. 

● Ad formats can work across the funnel ● Bid strategy can influence your goals (ex: image ads use target CPA bidding for 

an image ad campaign, you pay for action on image ads = goal to drive action, vCPM you pay for impressions = goal to build awareness) 

● All of these formats work on mobile to reach customers on the go across other apps 

  

8 - Set up a Display Network campaign ● Know: key selling points, primary goal, and Display/Search Network ● Define the campaign: 

○ Location ○ Language ○ Bid Strategy ○ Budget 

● Display Network campaign is created, now create additional ad groups to reach other customer segments or add a remarketing tag and target people who have visited previously. 

● Marketing objectives are recommended but not required in a campaign  9 - Assess and optimize your campaigns 

● The data AdWords collects will let you improve display metrics, improve targeting, and find your most effective ads 

● Drive action: Conversions, Target CPA, VTCs ● View-through conversions (VTCs): how many customers could see your ad and 

converted on your site without clicking the ad (the user later directly visits your website or finds it via an organic search or other referring site (basically any source other than Google/AdWords) 

● Brand awareness: Reach and Frequency ● Reach: how well you’re doing against your goal of building brand awareness ● Frequency: estimate of the average number of times a unique cookie was 

exposed to your ad over a given time period ● Target performance: Keywords, Audiences, Demographics, Topics, Placements ● Troubleshoot campaigns 

○ Ads not serving: targeting too restrictive for ads to serve, ads aren’t running because some of them have been disapproved, or bids are too low for ads to run 

○ Incompatible targeting Gmail ads not compatible with custom affinity audiences, Gmail ads not compatible with customer match 

○ Remarketing tags and feeds: Targ activity dropped or errors in HTML or items have been disapproved 

● Get more conversions: CPA ● Increase conversions while controlling bids: CPC, ECPC is available as option or 

as a portfolio bid ● Meet a target return on ad spend (ROAS): target ROAS to automatically get as 

much conversion value as possible ● Increase site visits: Maximize clicks helps get as many clicks as possible ● Targeting optimization works best for advertisers looking to 

○ Find more customers ○ Identify the best targeting to reach their most likely customers ○ Increase reach without increasing bids or cost per customer 

● Conservative targeting is better for limited budgets.    

10 - Optimize your Display campaign ● Campaign flat? Here’s what to check 

○ Make sure display and search campaigns are separate ○ Review data: bid aggressively for high performers and drop the low  

● Search: keywords capture explicit intent ● Display: remarketing, marketers use signals to influence and capture intent 

based on past behavior, context of a page, or demographics ● Search + Display: ads will show on Search first and Display second ● Weeks after setting up campaign 

○ Monitor the metrics that matter to your campaign goals. Key metrics to look at for the first two weeks and beyond are volume of clicks and clickthrough rate (CTR).  

○ Weigh your CTR against industry benchmarks on the Display Network to make sure your ads, targeting, and other settings are effective. 

○ If you are looking to drive sales, review your conversion volume and performance against your CPA goals. Note to view-through conversions.  

● A month later ○ Once you have enough data, you can optimize for conversion volume and 

your CPA goals. Tweak bids based on individual site performance to get closer to your target CPA.  

○ Increase bids on certain locations that are working or decrease bids on devices or placements that are underperforming. Turn on auto-optimization tools to maximize ROI. 

○ Tip: Wait two or more weeks before optimizing new campaigns. Conversions are attributed back to the date of the ad click and it may take time for those clicks to convert. 

● Changes once a month ○ Swap creative for a fresher version ○ Review Assisted Conversions report in Google Analytics ○ Run A/B split testing on your ads ○ Measure the true impact of display advertising by reviewing 

view-through conversions ○ If performance is still poor, consider combining targeting options 

■ Layer your targeting options in order to reach a more qualified or targeted audience, but this approach will significantly reduce volume. 

● No click solutions ○ Ensure ad has a clear call to action ○ Implement frequency capping (avoid creative burnout) 

● High bounce rate (user who clicked ad do not explore past landing page) ○ Revamp landing page ○ Reduce load time ○ Add Google Analytics data to AdWords 

11 - Adjust targeting to reach more people ● Advertising goals: What is your target cost-per-acquisition (CPA) or return on 

ad spend (ROAS)? ● Budget: Are you willing to spend more to increase conversions? ● Targeting: control over where ads appear (topic targeting, specific audience) ● Observations: reach more customers (you can bid more on certain audiences) ● Observations provides reports if specific criteria match your auctions, but it 

doesn't affect where your ads will show — you’ll just get additional data about your targeting 

● Conservative automation: happy with the performance of your campaign and want additional traffic 

○ Remain close to cost per customer ● Aggressive automation: get as many conversions as possible 

○ Variation ○ 15+ conversions per month 

● Campaign exclusions and placement (bid higher for certain placements) ● Target mobile apps: Optimized campaign targeting, automated targeting and 

bidding, two optimization options (get new users or find users for in app actions) 

 12 - Build effective creatives for your goals 

● Greater efficiency: take advantage of responsive ads which automatically adjust to available ad space 

○ Tailor ads to the purchase funnel ○ Include unique sellings points ○ Write long, compelling headlines ○ Write separate descriptions ○ Use strong images 

● Greater control: takes branding very seriously, exact requirements, fit branding guidelines 

○ Size properly (image sizes include 300 x 250, 728 x 90, 160 x 600, 320 x 50, 300 x 600) 

○ Get interactive (HTML5 brinds ads to life) ○ Match messages (make sure the landing page fits the ads) 

● Create multiple ad variations: especially in high volume ad groups using different messages and images (test and optimize which performs best) 

● Rotate in fresh display ads every few weeks: to reduce complexity of performing rotations, ensure you’re always getting the higher-performing ads 

 13 - Tailor ads with Dynamic Remarketing 

● Dynamic remarketing helps you build leads and drive sales by showing the most relevant products and services to previous visitors to your website. 

● Dynamic remarketing links the products the user had seen on your website with the products in your feed. Google’s recommendation engine will connect this data to suggest the products most likely to drive sales. 

○ Add customer parameters in website tag to track when users browse particular parts of a site 

■ You’ll find tags in “Audiences” section of the Shared Library ■ If you lack resources to tag entire site, tag at least the product, 

cart, and conversion pages ○ Create feeds of products or services you offer 

■ Unique ID, price, image, etc. ○ Build dynamic responsive ads 

■ Run on native, text, and image inventories ■ Provide inputs (logo, marketing image, description, and 

headlines) ● Best practices 

○ Use automated bidding ■ ECPC: focused on increasing conversions while staying in control 

of keyword bids (useful if you don’t know target CPA or no enough conversion volume) 

■ CPA: focused on conversions ■ ROAS: focused on optimizing revenue 

○ Tag and target as much of your site as possible ■ Tag and target at least the product, cart, and conversion pages ■ Add most relevant lists to advertising strategy in one campaign 

(separate by ad group) ■ Target one audience list per ad group, don’t layer keywords or 

placements ○ Make sure your feed is as complete as possible 

■ Complete feed maximizes impression eligibility ■ Check “Setup Health Dashboard” ■ Make sure all components are active and pass policy reviews 

○ Make sure that the dynamic remarketing campaign follows the settings’ best practice 

■ Tag entire mSite (unless tagged through responsive site) ■ Target all devices and make sure mBids are higher than -100 

percent ■ Don’t exclude app inventory 

    

APPLICATION: TRAXID  Business Description TraxID, LLC is an information technology and service company with decades of hardware and software system development and integration experience. With many services such as TraxPortal, a cloud-based asset and work order management software platform, TraxClient for customer online accesses, and Intellispect tablet software for field applications (such as field servicing and inspection).  TraxID’s goal is to provide cost effective solutions to solve business needs. With a focus on customization, TraxID is unlike most enterprise resource planning (ERP) systems. ERP is a process by which companies manage and integrate parts of its business including planning, purchasing, inventory, sales, marketing, finance, and human resources.  Target Market 

PSYCHOGRAPHICS Attitudes: The oilfield industry is characterized where everyone knows everyone. Without showing personal commitment and visible ties within the community, no one will pay attention. Personality and Values: Rugged and tough personalities are the commonality between those in the industry. Due to the close knit community, relatability is key. Being altruistic will make them happy to refer you to others and themselves. 

GEOGRAPHICS Keep in mind, location is everything. Marketing is not to the oil fields, but to the purchasing agents and higher executives found in another city. International: North America *TraxID already has existing customers in Canada and in the US 

DEMOGRAPHICS Age: Baby Boom Generation Gender: Typically male Ethnic Background: Typically Caucasian 

 Optimal Campaign Type Since TraxID has not used Google AdWords Campaigns before, it should first use the Search Network only in order to determine reasonable metrics and budgets, including bids and the maximum cost per day (CPD). Also, with Google AdWords Express TraxID as a small company will less time and resources to spend on marketing can easily create an ad within minutes. Search Ads are less time consuming to create and upkeep because changing and designing graphics is not necessary. Search Ads are flexible and target customers when they are searching for something or exactly what the business offers.    

Sample Ad Headline: We’ll Customize Your ERP Systems Description: Field Servicing Software and Cloud Solutions. TraxID customizes for you. Display URL: TraxID.com  Visual of the Ad 

 Extensions With Search Network Only ads, users are given the option to add extensions. Extensions mean that there is more content to the ad, therefore, more visibility. Ad extensions yield an average of 10-15% increase in click through rate (CTR). Also, for a small company like TraxID extensions provide a much needed increase at no cost.  

● Extensions support all types of business goals with Sitelink extensions, Callout extensions, and Structure snippets. 

● Also, it gets customers to buy directly from the business with Location extensions, Call extensions, and even links to a business details page. 

● Customers can easily convert on your website with price extensions and promotion extensions. 

 Organization of AdWords Account By organizing the AdWords account of a business, the effectiveness of ads is easy to control and grow. To organize the various ads on one account, it is recommended to split each campaign by budget and then ad groups by keywords. Ad groups can also be organized by different product areas, promotions, or regions. Doing this will make advertising more effective and specify ads. 

● Recommended organization as follows: ○ TraxID Google Analytics & AdWords Account  

■ Intellispect ● Field Servicing ● Field Inspection Tool ● Field Application 

■ TraxPortal ● Work Order Management ● SAAS (Software as a Service) Cloud Solution 

■ TraxClient ● ERP Customer Online Access  ● ERP Customer Communication 

     

CONCLUSION  Summary Google AdWords is one of the most effective ways to reach online users and build awareness to acquire customers. Mastering Google AdWords starts with two steps which is to become Google AdWords Certified and practice this knowledge. Although I have only planned out a theoretical AdWord strategy, in the future I hope that this will lead me to carry out a real AdWord campaign or ad.  Learning Points 

● What Google AdWords Is ● Benefits of Google AdWords ● Different campaigns ● Different ad types available and their unique benefits ● Bid strategies (CPC, ECPC, CPA, ROAS, etc.) ● Commonly used marketing terms (remarketing, affinity audiences, tags, etc.) ● Importance of setting marketing goals ● Marketing analytics and A/B or Split ads are valuable in revealing what needs to 

be changed and what is effective in the marketing strategy ● Diversity of customization to a target audience (topics, demographics, etc.) ● How Google can track a user’s interaction with ads (click vs. view) 

 Most of all, out of this entire original work, the most valuable thing I gained was to become Google AdWord Certified not because of the certification itself, but because of the information I learned and applied. The process of becoming certified is one of my first steps as a marketer.   

BIBLIOGRAPHY  “Academy for Ads: Login or Register.” Academy for Ads: Login or Register,  

academy.exceedlms.com/. Dane, Johnathan. “7 Ways to Write Super-Effective AdWords Ads (with Real  

Examples).” WordStream, 18 Dec. 2017, www.wordstream.com/blog/ ws/2015/04/21/adwords-ads. 

Guffei, Toni. “Marketing Strategies in the Oil & Gas Services Sector.” LinkedIn, 26  June 2015,www.linkedin.com/pulse/marketing-strategies-oil-gas-services- sector-toni-guffei/. 

Rice, David. “How to Get Google AdWords Certified.” Viget, 5 Oct. 2017,  www.viget.com/articles/get-google-adwords-certified. 

Schepper, Mike. “Key Things to Consider When Selling and Marketing to Oilfield  Businesses.” OILMAN - The Magazine for Leaders in American Energy, 11 Dec.  2017, oilmanmagazine.com/article/key-things-to-consider-when-selling- and-marketing-to-oilfield-businesses/. 

Staff, Investopedia. “Enterprise Resource Planning - ERP.” Investopedia, 4 Sept. 2015,  www.investopedia.com/terms/e/erp.asp.