Advanced Pay Per Click (PPC) Certification Program

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Account Settings and UI Walkthrough Tutorial

1.2 Introduction

Hello, I am Brad Geddes the author of Advanced Google AdWords and a Faculty Chair for PPC Market Motive. In this video we're going to do a walk though of an AdWords account so you know how to navigate the account, where everything sits. Be able to make some decisions, some changes in the account, and be able to extract the data, download reports, so you can see exactly what's happening in your account. So you can make the necessary adjustments to improve performance.

1.3 2 Types of Accounts

So there's really two types of high level accounts. You have a My Client Center. Now this is a place where you can link multiple accounts together. My Client Centers are really useful in two cases. One, you're an agency and you're managing accounts on behalf of third parties, and the second reason is you're a really big company and you need multiple accounts for segmentation reasons or other reasons and you want a single interface to log into that'll navigate between your accounts. If you're a single account owner, you don't need a My Client Center. It's just another level of access between all the accounts. Now with the My Client Center, when you log in, you can see a list of all the accounts. And this is just a demo My Client Center and AdWords account. So there is no data in here, this is just for illustration purposes. Now in the NMCC you would list all of the different clients you could see at the alerts, the overall conversions and how they're doing in the data range. In addition, you can set up your account access. Now account access is something that's not valued enough. A lot of advertisers have a login and a password, and they share it between different users, that's a mistake. By using different log ins for each individual it gives you better security. If someone leaves the company or you don't want them to have access, you just disable their access. And also there's a really nice tool inside of AdWords called the My Change History tool, and it shows you what log in made a change. So if everybody has their own login, you can see who's doing what within the account as well.

1.4 Access Levels

So there's a few different types of access levels that you can have. Now, in MCC, My Client Center has an administrative access. This is someone who can add and remove other users. So be careful of who has this because everyone with admin access can remove any other person. And then standard access means they can do anything in the accounts. Make changes so forth, they just can't add or move users. You have read only access, they can view data, they can't make any changes. And then email only access which essentially lets them get reports or things emailed to them, notifications, but they can't actually login.

1.5 Single and Multiple Accounts

So then with a My Client Center and with your actual accounts you can choose if you want specific reports on that we sent to you. So this is Reports, Newsletters, Special offers, etc. So if you've got a lot of accounts, use a My Client Center. If you don't then you're just going to use an individual account. And so if you've got just one account this is what you'll start with is this basic overall interface. And so the way that the interface works. It's really simple. You have on the side the amount of data you're looking at. All campaigns. A single campaign. An ad group within a campaign. So this is the amount of data you're seeing. Then across the top we have the type of data, campaigns, ad groups, ads, keywords, so forth. And then that intersection shows us the screen population and then the stats are based upon the date range you're looking at. So between the amount of data, the type of data and the date range you can then customize the information you're seeing.

1.6 Campaign

So the next thing that we want to look at is our campaigns. We've looked at all the campaign settings previously. Let's just make sure we know how to manage all the information and double check we know how to manage our campaign options because this dictates your overall targeting for all the Adgroups within a campaign. So we go to settings. We can see our campaign settings. Now first off, we have campaign name. I personally find it very useful to use a descriptive name for the campaign, such as products or services, or product line one or what the overall targeting is for the campaign. Then the geography, whether it's a city, a country, your overall geographic targeting. And then if it's a search or display campaign, we do want to segment them. So our campaign name is just descriptive, it's for you. But I find that much more useful to use a descriptive name over campaign one, campaign two, campaign three, where it's harder to take a quick glance at the campaign name as you're in your Adgroups seeing what the overall targeting is. So next we have our type of campaign. Now this is where you don't want to combine Search & Display. We want a search campaign or a display campaign. So that way, we are segmenting out users based upon the behavior type. So this happens to be a search campaign. And beyond that, if it's a search campaign, you do have network options. This option doesn't exist for display. With our network options, this is if we want to include search partners or not. Which is on by default. And this is like aol.com, ask.com and so forth. Through other search engines.

1.7 General Campaign Settings

Next we have devices, and this is where we'll get into mobile bid adjustments in just a moment. Next, our locations. So in this case, we're targeting the United States, Illinois and Chicago. It's easy to edit, and I'm going to remove these for a second to make a point when we get to our location bidding options. So, let's go ahead and just save this right now to the United States. Next we have our languages. >> Again, language is based upon the user interface, Google doesn't translate your ads. If you want to target English speakers in the US, then choose English. If you want to target English and Spanish speakers In a country, then you'd want to choose both. And this of course depends on the country and where you're targeting, what options for languages you going to choose. Then we have our bidding option. So, this is where we determine, how we're going to set our bids. So we have manual bidding, which is just set your max CPC, search campaign, you'd set your max CPC's by ad or per keyword. If it's a display, you can set CPC's at ad group levels, placement levels and quite a few other places. Now, with the second option. AdWords sets your budget to maximize clicks within your budget. This is budget optimizer where you just tell Google, as long as you don't bid over $5, and always set a cap here. You're not required to, but always set a cap. Get me the most possible clicks. So, this is where Google is just trying to serve your ads, to get the most traffic. Now, If you're studying manual bids for clicks but you want some better assistance then you have enhanced CPC. So these two work together to try to adjust your bids automatically, based upon the likelihood of conversions. And then conversion optimizer which this is a test campaign, so it doesn't have the minimum number of conversions. So it's not an option. If you have at least the minimum number of conversions, then you could use conversion optimizer. And we have our budget. How much per day are we willing to spend? And that's again, a campaign setting. And, if we want, we can use shared budgets, which is in a different section, to use one budget for multiple campaigns. Our delivery method, so this is how fast Google serves the ad. Standard, they're going to rotate the ads throughout the day. Accelerated, they're going to try to serve ads as quickly as possible, to reach your budget. So, beyond just our campaign settings, we have bid adjustments. So if we go to locations, we can set a bid adjacent by a location. So this is were it sees-full, to look in the dimensions tab which we'll get into a little bit. To see your conversion rates and CPA's, by different locations. Now, here's the issue. Let's say, I go to dimensions tab and I see, that San Diego is much better than average and I want to bid higher for San Diego. I haven't selected it as a location individually, so it's not in my bid adjustments. But I have to go back to all settings, go down to locations, and I can just add San Diego in here, just click the add button. To make a point, let's also put in California, which San Diego is in California. So now, I can go back to locations and I can say, well San Diego's amazing, I want to bid 30% higher. And California, it's better than average, so i'm going to bid 15% higher. And again, you would use your data for dimensions tab, to really get into this. So now what happens is, if someone's in the US, but not California or San Diego. My base pits are used. If someone's in California, but not San Diego, my California bit is used. If the user's is in San Diego, then my San Diego bit adjustment's used. So, Google looks at the most specific area for a user to determine the bit adjustment. So, if you have a lot of areas you want to do bit adjustments for, you have to add them all as areas.

1.8 Scheduling Settings

Now, next we have ad scheduling. This is where, at a base level, you can just turn your ads on or off. So we could go to edit ad schedule, create a custom schedule, and let's say we're only open from Monday to Friday from 8 AM until 5 PM, and that's all we really want to run our ads. We can say Monday to Friday, and that's just where we're running now. Let's say we start digging into the data and we realize that Mondays between noon and 3 are just amazing. We want to set our bids even higher. Now, if you go back to edit ad schedule and we try to add just Monday, again from noon until 3 PM, and we try to save it, we can't, because these areas overlap. So what we actually have to do is say, this is going to be from 8 until noon on Mondays. This ad schedule is noon until 3 PM on Mondays. And then we'll add one more that's going to be Monday from 3 PM until 5 PM. So now we're still running the entire time on Monday from 8 to 5, but we have three different settings. So Miguel may say, all right, 8 to noon's our base bid, noon to 3 is just great, we want to bid 45% higher in that time frame. And then back at three o'clock we're back to our normal bid adjustment. So now if it's noon to 3 in your account's time zone, then you can go ahead and set your bids automatically. So to see your account time zone, it's not listed down here. Sometimes it has been, sometimes it's not. But just go back into your overall account settings and you can see your time zone. Our final bid adjustment is device. So with device, we can set our bid adjustments for mobile devices. So if you don't want to be on mobile at all, you can increase your bid by 100%. If you want to be on mobile, but mobile's not working great, you can decrease your bid by 20%, which is what is currently recommended. If you find mobile is really good, and a lot of local businesses find mobile better than desktops, you can raise your bid by 25%. Now, at this point in time, we have bid adjustments for locations. We're bidding different by California and San Diego. We have an ad schedule bid adjustment, and we have a device bid adjustment. So this is where if you hover over the bid adjustment calculator, we can choose our options and say, all right, San Diego's 30% higher and Mondays are 45% higher, and the device is mobile, my final bid adjustment's 136% in this particular case. So we want to make sure that between all your bid adjustments, you haven't set some really huge number. So with your overall settings, this sort of lets you quickly see per campaign how all your settings are set up so you can change, whether it's search or display, you can do your segmenting by locations, by ad schedule, set up bid adjustments by devices. And then this dictates and flows down to how all your ad groups within that campaign are set up in the overall targeting options.

1.9 All Online Campaigns

Often, we end up with a lot of different campaigns. If you go to All online campaigns, and then Settings, you can quickly see all of your settings in a single interface for all of the campaigns. This is a really nice overview. Now, once we start really working on accounts, we often end up within ad groups, and so we can click on the Ad Groups tab and choose a single campaign. Now we're seeing the ad groups within that campaign, and then if you want to change our CPCs, many of these items you can just click on and change them right here in the interface. So, it's easy to make quick changes. I can't set a bid larger than the budget, it's a nice feature since it's a demo campaign. It's just set with a dollar daily budget, and so what we've really focused on in a lot of videos to date is segmentation at the ad group level of the keywords and ads. If we look at this campaign, this was for a carpet cleaner, We have area rug cleaner, carpet cleaner, a basic ad group, carpet deodorizer, carpet protection, commercial carpet cleaning. They're really granular, and if we pick one, we'll pick pet odor and stain removal. Someone who does a search for pet odor and stain removal wants to see an ad that talks about pet odor and stain removal. They don't want to see carpet spot removal, they searched for pet odor. Now, when we look at our keywords and we look at our ads, they should be all targeted right around, in this case, the ad group names. The ad groups are very specific, and that keeps the keywords and ads closely related, which increases click-through and conversion rates. If we look at our Pet Odor & Stain Removal and we look at our keywords. They're all about rug pet stain removal, pet stain removal, rug pet odor removal, so all the keywords are really closely aligned to the ad group and then the ads are closely aligned to the ad group as well. Pet Odor Stain Removal, Pet Odor Stain Removal, and, of course, you don't always have to have the actual keyword in the ad. This is a demo account, but, when you think about segmentation, that's where the hard work really comes into play. If you ever want to know the status of something, there's conversation icons located throughout the interface you can hover over and it tells you if the ad is running or not running, and so forth. In this case, the ad is not running because it's a demo account, so I don't have billing details. I used example.com as the URL, so it's been disapproved, but if it were an active account, and for some reason it was not approved, I would be told why here, same for keywords. Go to our Keywords tab, we can hover over the icon. It will tell us if the keyword is being displayed or not. Now we've made mentions in previous modules about search query data. Keyword is what's in your account, a search query is what someone typed into the actual search engine. If you're on the Keywords tab, it doesn't matter. This is, again, the amount of data you're looking at, and you choose keyword details, see either selected terms. If I'd chosen a keyword, I could see selected terms, or all the terms, then I'll be displayed with the actual words that someone typed into the engine, so this is how you can see the search query data.

1.10 Placement Data

Now we previously talked about placement data. So if we go to the display network tab, we can also see the actual site where our ads were displayed. So automatic placements are placements where Google has placed you across the display network based upon your keywords or topics or the targeting methods that you've used. They've matched you to certain pages across their display network. Manged placements are placements that you have actually chosen to be on. So manged placements are ones we set, we want to be on these actual pages. And so this is a demo account, but I've added managed placements, hence why I have ones here because I've chosen these specifically. Where, this account hasn't spent any money yet, so of course there are no automatic placements yet because Google hasn't had a chance to place me anywhere. And then if we go into an ad group and we hit change display targeting. This is where, we can always collapse these columns to be able to view everything. This is where we can see here is the targeting the ven diagram of where we are being displayed across the display networks. So, your campaign settings are global settings for all the keywords, whether it's search or display or you're being placed. You can manage your display targeting at the ad group level. So we could add keywords, we could add our placements, and each ad group could add a different targeting type to it.

1.11 Customize

So then beyond the basic data that's displayed, we can always go in and hit the Columns button and customize the columns that are being displayed. So we might want to see conversion data. If we want to see conversion data we can go ahead and add the columns. They've been added. If we have certain columns we don't want to see, then we can remove them. We can drag and drop the order around, so that they're in specific orders we want to see them, and then Apply the data, and now the information is in a different view state. So, all the tabs you can customize the columns of what's being displayed. Now, in addition if you want to get more granular data, we'll get into a lot more how to use this in a future module, but we can always segment the information. We can segment it up by a time range, conversion type, devices, so mobile versus desktops. And some of the different levels of the account will have different segmentation types. So if we go back to all of our campaigns, we have different segmentations, whether it's top versus side, the network types, etc. So when you want to customize data, the settings are really useful. If you really want to get into really granular data, the Dimensions tab holds data by time frame, by your reach and frequency. Geographic data is good to look into. And then, if we see certain kinds of we want, we can hit the Download Report button, and whatever's on the screen, we'll go ahead and download. We could segment the output if we wanted to as well. And then we'd have a file which we can use to examine the data. By default, it's an Excel or CSV file. But, if we're sending this to a client, we can download a PDF of information that can be emailed. So, then you can download whatever you've looked at, which is, the tab, the date range, and the amount of data, and then you can download it. So that's the basic walk of how the account works.

1.12 What You Want Your Account to Accomplish

Now one, when you're thinking through what you want your account to accomplish though, what you need to make sure you are using is conversion tracking. So if you go to Tools and Conversions, here's what we can create a new conversion type. So we're just going to create new conversion, and then, on the next page. We can choose a category. So this is a purchase sale, a sign up, a lead, etc. Page security level. By default it's HTTP. That's a non secure page. If you're an e-commerce company and you have an SSL on your thank you page or you just have a high security level, make sure you chose HTTPS for secure for the script. You then either have to put a graphic on the page that just shows Google site stats, sudden feedback, it goes to the privacy policy. Or you can not add the notification and then adjust your privacy policy. In addition, we can add what our conversion value's worth. That way when a conversion happens, it will get passed back to our AdWords account that this keyword led to eight clicks and $20 in sales. And then, we can either email this to somebody or we can go ahead and get the code ourselves. And this goes in the thank you page.

1.13 Monitor Your Conversions

So now that we have conversion tracking in place, we can always see what webpages a conversion is taking place on to make sure that it is being filtered correctly. In addition, if we link our Google Analytics account to our AdWords account, which this is demo so it's not here, there's a button to import from Google Analytics. And you can take a Google Analytics goal and use that as your conversion type inside of AdWords as well. So you could use the AdWords script or a Google Analytics goal. Now to do that we need to go to My Account. So in your account you have access just like the My Client Center. So this is the same sort of thing to invite users give them an access level. There is no admin access for an individual account because that's add removing users. Standard access is everything, read only, email only, the other options. But if we go to Linked Accounts, we have Google Analytics. So then if we have the same email login for our Google Analytics account, or at least our Google Analytics account has a user, which is the same login as our Google account for AdWords, we can then link our Google Analytics account to our AdWords account. And then we can see a lot more data inside of AdWords and our AdWords data is also put inside of Google Analytics for more data analysis.

1.14 More Options

So then the other tab you have is billing information. So again, this is a demo account so it won't have billing. And there's a few other tools that exist as well, most of these we've looked at through previous modules. We have the keyword tool, good place to get keyword ideas. Traffic estimator tool, this will let you estimate what traffic will be in a network, a language, and a location. The placement tool is what we use to find new placements. So quick and easy tools to use, just make sure the first one you set up is conversions, So you can do conversion tracking. And then now that we see this interface, when we want to add stuff, remove stuff, make changes, it's really easy. We can go to our ads tab. We can say create a new ad. We can choose our ad type. We go to Keywords tab, we can add new keywords. And so the interface is actually pretty simple to use once you get the basic idea of amount of data, type of data, and date range. And then once this is set up, and youve got conversion tracking in place for getting stats. A nice place to log in to initially see them is the Home tab. This is a place where you can get a quick snapshot of, here's any alerts that are going on, here's overall performance data, and you can customize what modules you see here. So that you've got a quick snapshot of your account to either find issues or see places where you're doing well. And then drill down into the specific campaigns, keywords, ads, so forth, to go ahead and make good decisions inside the account. Now the last thing to note is that if in our modules, we ever show a tab you don't see. The silver icon will show you additional tabs which are not displayed by default. So ad extensions, these are additional items the we can add to our ads, such as locations, calls, site links, etc., to spice up the ads and get more data into the ad from the account.

1.15 Microsoft adCenter

Now Microsoft adCenter is fairly similar as well from a layout standpoint. You have your home tab which is a dashboard, you have your campaigns. Within a campaign, you have ad groups. So you can click into a campaign, see the ad groups within that campaign. When you click into an ad group you can see your key words in one tab, your ads for that keyword in another tab. So the overall layout of adCenter is fairly similar to AdWords. You again also have your account and billing information and other tools which we'll look at in the future.

1.16 Conclusion

So now that we've looked at all the settings, just the reminders we really need to think about in regards to structure are, at the account level, this is your global settings. Billing, contact information, notifications, time zone, linked accounts, etc. At the campaign level, this is our targeting and our budget options. So, within your campaign, this is really what you dictate if you're on search or display, bid adjustments you're using, the geographic's, your targeting. And then with any campaign we have our ad groups. So, this is our keyword ad copy combinations. And the ad groups are dictated by how the campaigns are set up. So, now that your looking at the walk through, and looking at the overall structure. You should be able to then determine based upon what you want to accomplish, how you need to structure your campaigns and then aggregates within the campaigns, so that you can reach the goals you're trying to accomplish with your paid search accounts.

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