Things to keep in mind when running AdWords

I have organized the 130 something page Google AdWords marketing book into followings:

Successful online marketing requires 3R's.
-Reach
-Relevance
-ROI
In Google AdWords, Page rank identifies where the ad will be placed.
Adwords components:
-Headline (25 Characters)
-Description, or the body of the ad (2 lines of texts, 25 characters each)
-Display URL
The first two are called Ad Copy.

Google Search and Content Network
One should answer 8 questions before launching a campaign:
1. Where are your customers located?
2. What language will your ad be written in?
3. What website will your ad link to?
4. What will your ad say? (Can start with free ideas by Google)
5. Which keywords do you want to trigger your ads? (Keywords must be directly related to the ad)
6. What is your payment currency? (usually USD)
7. Waht is your monthly budget?
8. How do you want Google to contact you in the future? (perhaps requires GMail account)

Standard edition Account Structure:
Ad1.1.1 (Keywords1.1.1.1)
-AdGroup1.1: Ad1.1.2 (Keywords1.1.2.1)
-Campaign1:
AdWords Account: -AdGroup1.2: Ad1.2.1 (keywords1.2.1.1)
(Keywords1.2.1.2)
-Campaign2: -AdGroup2.1: Ad2.1.1
Ad2.1.2 (keywords2.1)
Ad2.1.3
Campaign: -Keword Targeted (Search engine) CPC
-Site Targeted (Content Network) CPM

Keywords structure: -Campaign name
-End Date
-Daily budget
-Distribution preference: -Google homepage
-Search network
-Content network
-Langage targeting (if we are choosing TW chinese, then the ad will be shown only on google.com.tw, or on google.com if the user's browser preference has been set to receiving TW chinese contents)
Ad campaigns are valued by a factor called Ad Text Relevance: The ad-text should contain the keywords assigned to it; the relevant the ad groups are, the lower the Min.CPC.

Minimum CPC VS. Maximum CPC:
Each keyword in an AdGroup is automatically assigned with Min. CPC rate. Bidder should set its Max. CPC above the default Min.CPC to have his or her AdGroup placed on Google page. The more relevant, or the higher the Rank of the Ad, the lower the Min.CPC, hence the lower the Price of the ad.

Ad Rank: Max.CPC x Quality Score.
Quality score here is measured by the relevance of the ad.

One can raise the Ad Rank of by doing Omptimization
Optimization can be achieved by: -Adding new keywords
-Adjusting maximum CPC
-Reorganizing AdGroup
-Rewriting Ads
-Changing targeting options
-Adjusting keyword marketing types
-Choosing relevant URLs (Google checks the contents in those URLs, and compares its content to the keywords chosen for the ad, if they match, the higher the AdRank)

So, in a nutshell, the higher the quality score, the lower the Min.CPC, the lower the price of running the ads.

If one can't see their ads on Google, use: 1.Ads Diagnostic Tool, 2.Disapproved Ads Tool.
Ad Formats: -Text Ads
-Local Biz Ads (using Google Map, appear on car GPS)
-Mobile Ads (on cell phones)
-Image ad
-Video ad
To better utilize each keyword, use Keyword Tools by Google.

Creating Keywords:
1. Match: -Broad Match: Ex: "Purebred Puppy" - any phrase containing any of the keywords.
-Phrase Match: Ex: No words between "Purebred" and "Puppy"
-Exact Match
-Negative Match: Eliminates phrases like cheap, free... Ex: "-free", doing so eliminates all searches with "Purebred Puppy" and "free" in it.
2. Scrub: 2-3 words phrases work best
3. Group: group the keywords according to similar themes, products, types...
4. Test and Refine: Learn as you walk. Build your campaign on those keywords that work and eliminate poor performing ones.

Writing Successful Ads:
1. Highlight differentiating characteristics
2. Include keywords in the ad title (Will appear in bold)
3. Include prices and promotions
4. Include call to action: Action verbs: buy, order, purchase...(while find and search are more accurate verbs, but it would show that the customer is still in his awareness/interest mode +[customers go through cognitive-affective-behavioral stages before purchasing a product or service])
5. Avoid using company names, websites in the ad text (unless it is an established company with compelling brands)
6. Capitalize the words in display URL: Ex: "WarmPuppies.com" not "warmpuppies.com"
7. Choose URLs that points visitors to landing pages. (Products should be visible on the landing page)

Choosing Relevant Landing Pages:
Ad words measure landing page quality. The page should contain texts, photos that tell the company's products, expecially those that are relevant with the keywords chosen = Hihger Quality Scores

Landing page should: -Allow users find what the ad promises
-Openly share info about the business
-Clearly define what the biz is, or what it offers
The best flow is: Landing Page - Transaction - Checkout

Well-run campaigns have: -Active Keyword Status
-Low Min. CPC bid
-High CTRs

Optimization tricks:
1. 2-3 word keyword phrases
2. Use keyword matching options
3. Make sure keywords relate to the product
4. Use keyword variations (synonyms, alternate spellings)
5. Similar keyword groupings, themes, ads that focus on that group
6. Write clear, compelling ad text and title
7. Include call to action in the ad text
8. Send users to the best possible landing page
9. Test multiple ads per ad group

Tracking performance
Measuring conversions through: -Purchase
-Sales lead (submit contact info)
-Download
-Subscription
-Page view

Return on Ad Spend ROAS = (ROI) = (Sales Revenue - Ad Cost) / Ad Cost