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Advertising on Google: The High Performance Cookbook
Advertising on Google: The High Performance Cookbook

Advertising on Google: The High Performance Cookbook: Cracking pay-per-click on Google can increase your visitor numbers and profits. Here are over 120 practical recipes to help you set up, optimize and manage your Adwords campaign with step-by-step instructions.

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Profile Icon Kristina Cutura
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Full star icon Full star icon Full star icon Full star icon Half star icon 4.7 (7 Ratings)
Paperback Jun 2013 372 pages Edition
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Profile Icon Kristina Cutura
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Paperback Jun 2013 372 pages Edition
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Advertising on Google: The High Performance Cookbook

Chapter 2. Setting up Your Account

In this chapter, we will cover the following:

  • Creating an AdWords account

  • Determining the right billing option for your needs

  • Inviting other users to access your account

  • Changing user access levels or removing users

  • Enabling auto-tagging at the account level

  • Changing your notification settings

Introduction


This chapter covers the basics of creating an AdWords account and customizing the various key settings for easier management and navigation. You'll learn how to choose the right billing option for you, invite others to access your account, change access levels, and personalize views and notifications so that you can see the data you care about.

Creating an AdWords account


You can create an AdWords account and start showing your advertisements in minutes. The AdWords interface is very user friendly and will walk you through the necessary steps as you move through the signup process.

Getting ready

AdWords is managed through an online interface, and to sign up and manage it you'll need an Internet connection. You also need an e-mail address, which will be associated with your account. If you do not have a Google account already, you'll need to sign up for one first.

How to do it...

  1. To get started, go to http://www.adwords.google.com/ and click on the signup prompt.

  2. On the next screen, you will have the option to either use a Google account you already have or to set up a new one. You can only use one e-mail address per AdWords account, so if your e-mail address is already related to an AdWords account you will need to use a different e-mail ID.

  3. Select your time zone and choose a currency for your account. You will not be able to change...

Determining the right billing option for your needs


AdWords offers three main options to pay for ads. Advertisers can choose to pay before ads run (manual payments) or after clicks are accrued (automatic payments). Advertisers can also apply for invoicing to get a line of credit from Google—an option typically used by large advertisers.

Getting ready

The following table explains the three payment options in more detail and for whom each option is most appropriate:

How you pay

Billing option

How it works

Manual payments

Advertisers prepay and add funds manually to AdWords before ads run.

Automatic payments

AdWords charges you after ads run. You are billed either 30 days after your last payment or when you reach your next billing threshold.

Monthly invoicing

Google provides a line of credit and advertisers pay via check or wire transfer after ads run. To be eligible, businesses have to be registered for a minimum of one year, and meet country-specific spending requirements. AdWords...

Inviting other users to access your account


As you continue to manage AdWords, you may need to invite other users, such as your associates or employees, to access your account. Depending on the level of access you grant other users, they may be able to review reports or help you make changes to campaigns.

Getting ready

Decide who you'd like to invite and what level of access they should have. For example, should this person be able to make changes to your campaigns or just receive reports?

How to do it...

To invite other users to your AdWords account:

  1. Go to the My account tab.

  2. Select Account access.

  3. Click on Invite other users.

  4. Enter the e-mail address of the user you'd like to invite.

  5. Choose new user's access level and click on Send invitation.

  6. After the new user accepts your invitation, you'll receive an e-mail from AdWords. You will need to review and confirm the request under your Account Access section in AdWords. You'll see Pending invitations on your account access page where you'll be able...

Changing user access levels or removing users


If you are an administrator on your AdWords account, you will be able to change access levels or remove other users from being able to access your account.

How to do it..

To change user access levels or remove users, follow these steps:

  1. Go to My account.

  2. Select Account access where you'll be able to see all of the current users along with their access levels.

  3. Click on the Actions button next to the e-mail address whose access level you'd like to change and click Terminate access.

If you'd like to change access level rather than terminate account access completely, you will need to invite this user again with a different access level assigned.

There's more...

Once you terminate a user's access to your account, AdWords will notify the user via e-mail that the account access has been disabled.

See also

  • The Inviting other users to access your account recipe

Enabling auto tagging at the account level


You are likely already using or planning to use a web analytics program to analyze your website statistics. In order to get AdWords data properly fed into your web analytics program, you should make sure to enable Auto-tagging in AdWords.

How to do it..

To enable Auto-tagging, follow these steps:

  1. Navigate to the My account tab.

  2. Choose the Preferences sub tab.

  3. Make sure that the Auto-tagging checkbox is selected.

  4. Click on Save changes.

How it works...

Auto-tagging is a feature that helps you analyze performance in other analytics tracking programs, such as Google Analytics, by adding extra parameters to your URLs. For example, you'll be able to see in Google Analytics which campaigns, keywords, and ads led to visits, as well as the associated cost data.

There's more...

You can also choose to tag your keywords and ads manually by adding URL parameters that are compatible with your analytics tracking tool. You'll need to make sure to tag all of your ads and...

Changing your notification settings


Worried about missing out on important communication about your AdWords account? Review and customize your notification settings to ensure you get all of the relevant e-mails from Google.

Getting ready

Think about what information is most relevant to the various users that have access to your AdWords account. For example, you may wish to limit e-mails that are sent out about any disapproved ads to only go out to those that manage the campaigns.

How to do it...

To change your notification settings:

  1. Click on the Campaigns tab.

  2. Go to the My account tab.

  3. Select Notification settings.

  4. Select the user whose notification settings you'd like to change.

  5. You will see a list of all notifications a user currently receives. Click in the Email column to change the notification for each particular alert and choose the appropriate e-mail preference.

How it works...

AdWords allows you to customize what notifications you and other users that have access to your account receive. You...

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What you will learn

  • Tracking and reporting tips that will maximize your returns
  • Take your Adwords account to the next level using the overlooked advanced features
  • Research your market and competition to analyse budgets, calls-to-action and offers
  • Measure the success of your ad campaigns
  • Write compelling ads, choosing relevant keywords, and choose where to focus your money
  • Learn using examples advantageous key ad strategies and little known industry tools
  • Implement advanced strategies and tools to help you save time
  • Recommendations include actual account snapshots and detailed instructions on how to implement each strategy
  • Guidelines for budgets and effective bids and Strategies for running display ads

Product Details

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Publication date, Length, Edition, Language, ISBN-13
Publication date : Jun 25, 2013
Length: 372 pages
Edition :
Language : English
ISBN-13 : 9781849685849
Vendor :
Google
Category :

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Product Details

Publication date : Jun 25, 2013
Length: 372 pages
Edition :
Language : English
ISBN-13 : 9781849685849
Vendor :
Google
Category :

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Table of Contents

13 Chapters
Researching the Market and Competition and Setting Goals Chevron down icon Chevron up icon
Setting up Your Account Chevron down icon Chevron up icon
Tracking beyond the Click Chevron down icon Chevron up icon
Structuring Your Account Chevron down icon Chevron up icon
Creating Relevant Keywords Chevron down icon Chevron up icon
Writing Compelling Ads Chevron down icon Chevron up icon
Budgets and Bidding Chevron down icon Chevron up icon
Running Display Ads Chevron down icon Chevron up icon
Remarketing to Past Visitors Chevron down icon Chevron up icon
Reporting and Analysis Chevron down icon Chevron up icon
Optimizing Performance Chevron down icon Chevron up icon
Advanced Strategies and Features Chevron down icon Chevron up icon
Managing AdWords Chevron down icon Chevron up icon

Customer reviews

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Monarch Butterfly Jul 27, 2013
Full star icon Full star icon Full star icon Full star icon Full star icon 5
I am new to the Google AdWords advertising. I found this book very informative and user friendly. I would recommend it to anyone from new to experienced AdWords users!
Amazon Verified review Amazon
Daniel Kafka Aug 29, 2013
Full star icon Full star icon Full star icon Full star icon Full star icon 5
When someone wants to write a book about advertisement of Google Adwords, he has very hard task to do. There are many new updates of the platform and every reader has different knowledge.The e-book Advertising on Google - The High Performance Cookbook managed to deal with these problems. I've found a lot of detailed handy instructions that a beginner will appreciate. Advanced users can find answers to their specific problems as organizing the campaign structure or use of search funnels.If you want to know how to use Adwords, it might be enough to read a Google's help. But if you want to create highly effective campaigns, you should definitely read this book!"
Amazon Verified review Amazon
Amazon Customer Jul 08, 2013
Full star icon Full star icon Full star icon Full star icon Full star icon 5
I am an experienced AdWords consultant. I was interested in this book from two points of view: for myself, as a reference book, and for customers who are interested in learning the fundamentals, so they can keep a better handle on their own account.I found the cookbook style of the book makes it a very good reference. It's easy to find tips and hints for many different AdWords tasks and I found the information to be current and complete. The recipes walk you through the task step-by-step with plenty of screenshots. There is a bit of background information, but nothing I would consider filler or fluff.The recipes are highly structured, with each of them following the same format. This keeps the content on target and makes it easy to quickly find exactly what you need.AdWords is a technical subject, becoming more and more complicated as Google adds additional features. The amount of detail, illustrations and "human" language in this book give any business owner a very firm foundation to manage their own account. At 372 pages, that business owner will have to have more than a little interest in the topic, but, again, the cookbook format works well here. An advertiser can skip around and read about the topics that interest them.Overall, this book is packed with actionable information. There is something in it for every skill level, but I would recommend it most for an advertiser with some experience who is looking to get a much deeper understanding of what AdWords has to offer and how leverage its features.
Amazon Verified review Amazon
Job Wiegant Aug 08, 2013
Full star icon Full star icon Full star icon Full star icon Full star icon 5
As an AdWords specialist I've seen a lot of tips, tricks and books about AdWords.I really like the way this book is written. Not only what to do, but also how to do it, is the thing that makes this book really handy. I think it is great for people that are new to AdWords, but also for advanced users.
Amazon Verified review Amazon
Reader-obsessive Jul 08, 2013
Full star icon Full star icon Full star icon Full star icon Full star icon 5
This was just what I needed to get started with Adwords. Being new to the whole game, I had found the process very confusing. I did not want to invest a whole lot of time into studying the system to be able to develop a campaign for my small business (that did not break the bank). I very much enjoyed the user friendly aspect of this book. There are lots of snapshots that take you step by step through various stages of the process. It will be a useful guide for me that I will be referring to time and again.
Amazon Verified review Amazon
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