PERRY MARSHALL & BRYAN TODD’S GOOGLE ADWORDS™ CHEAT SHEET

Your Basic Setup Google’s Ad Copy Ground Rules Making it Work

1. Choose Your Language  Concise Pay Google’s minimum 1st page bid or your
2. Choose Your Location  Relevant, accurate text ads will end up on pages 2/3/4+
Global/Nationwide  Targets specific keywords Improve your Quality Score (QS) with a more
Regions & Cities  Accurate display URL relevant ad, landing page & website
Customized  Working destination URL Your position = Your Bid Price x Your QS
3. Write Your Ad Copy  Proper grammar Write ads that closely match the keywords
First Line: 25 chars.  Capitalize only the first letter of any word you’re bidding on
2nd, 3rd & Display URL: 35 chars.  Affiliates: Only one advertiser per website Use negative keywords to filter out searches
Destination URL: <1024 chars.  Trademark compliant you don’t want
4. Enter Your Keywords  Support competitive claims on landing page Do “Peel & Stick”: Pull out underperforming
5. Set Your Max CPC  No repeated symbols/punctuation keywords & put them in a new ad group
6. Set Your Daily Budget  No double-serving from multiple accounts with a better-targeted ad
7. Review Everything  No superlatives Choose where your ads show:
8. Complete Sign Up  No inappropriate language Google Only
Enter Your E-mail & Password  No direct calls to action Search Partner Sites:
Confirm by E-mail  No pop-up windows on landing page AOL – EarthLink – Ask.com
Enter Your Billing Info Content-Targeted Sites = AdSense:
New York Times – Business.com
Your ads will start running right away. Set up conversion tracking to track sales &
What Do All These Terms Mean? opt-ins back to individual keywords/ads

Ad Group: Has one or more ads, and targets one set of keywords Max CPC: You set the maximum cost-per-click you’re willing to pay
Average Position: The average position on a page that your ad will normally Average CPC: The overall average amount you pay each time a person clicks on
get seen at your ad
Broad Match: A keyword or phrase in your list without any quotes or Daily budget: You set the maximum dollar amount you’re willing to pay for any one
brackets. Triggers your ad when people’s searches include that keyword day
Phrase Match: A keyword or phrase in your list with quotes " ". Triggers Destination URL: The actual URL people will go to / go through when they click on
your ad when people’s searches include that phrase in that order your ad. Can be a tracking link
Exact match: A keyword or phrase in your list with brackets [ ]. Triggers your Display URL: The URL people will see in your ad – has to be the same domain as
ad only when people type in that exact word or phrase by itself your landing page
Campaign: Has one or more ad groups, and lets you set budget, language, Disapproved: Your ad content doesn’t meet Google’s Editorial Guidelines
country, dates & syndication for all of them Keyword: A search term (word or phrase) people use to find your product or service.
Click-through rate (CTR): The number of clicks your ad or keyword gets, Keyword Status
divided by the number of impressions Active: Your ads are showing normally
Conversion: When a Google user buys something or requests more Ads show rarely: Your quality score is low & you’re being seen little.
information on your site. Google lets you track this Bid is below first page: You must bid Google’s minimum required bid or higher
Conversion Rate: Your number of conversions, divided by the number of for this keyword to get it to consistently show on the first page
clicks Impressions: The number of times your ad gets shown on Google or its network
Cost Per Conversion: For any campaign, ad group or keyword, the amount partners
you spend on Google clicks, divided by your number of conversions Negative Keyword: Put a minus (-) sign in front of a keyword in your list, and your ad
Cost-Per-Action: The amount you pay to get a conversion, opt-in or sale won’t show when people include that term in their search
Cost-Per-Click: The amount you pay each time a person clicks on your ad. Quality Score (QS): Google’s 1-10 assessment of how relevant your ad, landing page
May vary over time & website are to each keyword. A higher QS gets you a lower minimum bid.

Add or change Your performance Edit CPC’s & destination URLs

Display your
Quality Score &
other statistics

Your keywords’
performance numbers
See your performance
on other networks

Click to edit
Your keyword list individual
for this ad group maximum CPCs

Your ad as it appears Your ad’s Your ad’s

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