Broad Match keyword Shows your Ad for any relevant search Broad Match Modifier + keyword Can be used on one or more words in a phrase The +keyword has to be included in the search for your ad to show, but any other words in the...

Required Information Budget Avg Job/Sale Value Conversion value = Clients close percentage * Average Job Value) e.g $500 job value 20% close rate = $100 conversion value Target Cost/Conversion   Select Date Range (Usually 14 days - 30 days, worth checking all time as well to see...

Campaigns Have a separate campaign for branded keywords So you can manage budget and it shows all day Different Ads that showcase promotions or Start with Landing Pages eg. Product or Service Pages and work your way out to sub-category pages, category pages and then...

KPIs What is the campaign being optimised towards: Cost per Acquisition Conversion Rate Clickthrough rate Total conversions Clicks ...

People complain these days about how much competition there is on Google. Do you remember back to the Yellow Pages days? I remember looking at pages of businesses, all offering the same thing and with almost zero to tell them apart, except for the phone number...

There is no substitute for good keyword research. Good keyword research will: Reduce the amount of money wasted on useless keywords Reduce the time wasted managing the account Most importantly – Improve your ROI What you should be looking for: Buying keywords   What you want to avoid: Informational...

The Adwords platform is powerful with a huge number of options for advertisers. This can be offputting and many people feel overwhelmed, not knowing where to start. Remember this, there are only 3 levels of an Adwords account that you need to think about: Campaign Level: Where...

Changes at the keyword level will have the least impact on overall campaign performance. Most Adwords advertisers will spend the majority of their time optimising keywords, particularly as the campaign matures. This step will fill you in on what you should be keeping an eye on and what you...

Changes at the Ad Group level can have quite a significant of account performance depending on the keywords within the group Most Adwords advertisers will check and optimise their Ad Groups on a regular basis. This step will fill you in on what you should be keeping...

Changes at campaigns level are generally going to have the greatest impact on campaign performance both positive and negative. Most Adwords advertisers will make the most changes at Campaign level early in the campaign life cycle and less often as the campaign matures. This step will fill you in...