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Adwords-fundamentals - Google Advertising Fundamentals Exam - BrainDump Information

Vendor Name : Google
Exam Code : Adwords-fundamentals
Exam Name : Google Advertising Fundamentals Exam
Questions and Answers : 324 Q & A
Updated On : October 17, 2018
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Adwords-fundamentals exam Dumps Source : Google Advertising Fundamentals Exam

Test Code : Adwords-fundamentals
Test Name : Google Advertising Fundamentals Exam
Vendor Name : Google
Q&A : 324 Real Questions

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Google Google Advertising Fundamentals Exam

Will Google native provider advertisements replace search engine optimization? | killexams.com Real Questions and Pass4sure dumps

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We’ve talked a great deal concerning the importance of build up and streamlining your contracting site’s SEO. SEO helps you get discovered through your goal purchasers and helps location you better within the Google search results. Google additionally offers particular native service adverts. Is there any chance Google native carrier advertisements might replace SEO as we are aware of it?

The brief answer is “Nope.”

I don’t trust they're going to replace search engine marketing, and the relaxation of this article will exhibit you why.

What Are Google local provider ads?

Google local service advertisements assist you to advertise your native company on Google and get hold of communique at once from your capabilities customer. Your abilities client can easily click on on the advert to vicinity a name or ship you a message. You’re able to send and reply to messages, tune your connections and manage your bookings within the app and online.

Google local provider advertisements are a pay-per-lead deal, however you’re capable of set a funds to your costs per week/month.

listed below are four facets concerning what what Google’s native carrier adverts are, and the way they work:

1. restricted Availability

Google native provider advertisements are simplest used for a handful of local provider-based mostly organizations. They center of attention on 5 leading capabilities:

  • HVAC Contractors
  • Electrical Contractors
  • Plumbers
  • Locksmiths
  • garage Door provider Contractors
  • They’re trying out out a number of greater categories in California—towing, portray, condo cleaning, handyman, and many others.

    2. considered Above the normal Search outcomes

    Google native service advertisements appear as a banner-trend ad ABOVE the right search results.

    here’s a pic I simply took of a seek Seattle Plumbers:

    3. Require a Screening technique

    To observe for these adverts, Google requires you to complete a screening system. when you go during the method and are permitted, you get hold of a little green “Google assured” badge beside your company’s advert. Google then covers claims on the job invoice quantity with a lifetime cap at $2K.

    How a whole lot is the “Google assured” badge basically value to a native contractor? That value continues to be to be considered.

    four. Google Selects the key words

    alas, with a Google local provider ad, you cannot set your own keyword phrases. Google chooses which keywords are important for the job forms your business has chosen. definitely, Google does not give you any key phrase information to further streamline your ads. You just believe them to do the right aspect!

    Why Google native provider ads received’t replace search engine optimisation

    Contractors, I don’t feel this provider will change website positioning at all.

    The Google search engine will dwell the identical, and the local and organic search consequences will nonetheless be there each day. So, until you are Roto-Rooter, or One Hour Heating and Air, then I do not consider make sure you spend lots of time and money in local provider advertisements.

    if in case you have an exceptional on-line presence, custom search engine optimization working neatly to your web page, and cash left over—go forward and look at various them out, but for many of my audience (customarily custom home builders and remodelers) I do not suggest Google native provider ads.

    abstract

    Google native carrier advertisements are a really expert advert provider working with a restricted volume of native organizations. These advertisements are seen on the accurate of the search consequences and supply expertise consumers with the skill to contact contractors at once throughout the ad. Google controls the keywords.

    whereas the really good ads can be valuable for some business, I don't think they change the want or effectiveness of typical web optimization to your contracting site.

    with a bit of luck, this has helped answer any questions you may additionally have had concerning whether local provider ads would change website positioning. if you wish to look into Google native service ads just a little deeper, i recommend these articles.

    https://assist.google.com/google-ads/subject matter/6224863?hl=en&ref_topic=6224857

    https://www.brightlocal.com/2018/05/21/google-native-provider-ads/

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    thank you for becoming a member of me nowadays. when you have any further questions or feedback, please be part of the dialog within the feedback beneath.

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    follow me on Instagram for at the back of-the-scenes stuff. And in case you need to go deeper with marketing your enterprise, you may also get a free replica of my contractor advertising publication, Contractor advertising and marketing Simplified.

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    Google showing adverts in Google find/Feed once more | killexams.com Real Questions and Pass4sure dumps

    again in may, Google begun displaying ads within the Google Feed for a small variety of users. Following the rebrand to Google discover last month, some are beginning to see ads in the feed again.

    Google find is the company’s latest rebrand of what changed into in the past “Google Now” and then grew to be the “Google Feed.” introduced last month as part of the business’s twentieth anniversary of Search, the new identify reflects the product’s center of attention on letting clients explore hobbies.

    It points a brand new design with popular theme headers that lets clients dive deeper, and greater controls to customize even if you see “more” or “much less” of a certain class. apart from information and AMP studies, Google find will also floor older, evergreen content material like articles and videos which are new to users.

    A Reddit consumer with the updated discover today spotted an “advert” in the Google app. It elements a subject header for the advertiser, together with a card that contains the general cowl picture, headline, and summary. A eco-friendly “ad” label is naturally present, with the domain additionally noted under.

    Google Discover ads

    Google discover

    Google Feed ads

    Google Feed

    these days’s structure in comparison to can also’s is a little distinct with the “ad” label a little higher and more prominently positioned next to the web page title, instead of the URL. unlike other cards in discover, there is not any choice to exhibit greater/much less, but the standard overflow menu in right-appropriate corner continues to be latest.

    Google find is a large driver of views for sites on the internet, with Google planning to make it much more ubiquitous. along with the rebrand in September, the company revealed that it become bringing discover to the google.com homepage on cellular. The notorious stark page will get an inventory of articles similar to to the left of homescreens on Android and the iOS app.

    with a bit of luck, here is only a check, and not using a other contemporary reports of ads appearing in Google find.

    try 9to5Google on YouTube for extra information:


    Google is checking out adverts in the ‘find’ section of its cellular App | killexams.com Real Questions and Pass4sure dumps

    Google has been spotted exhibiting adverts in Google discover, which is the component of informed content that indicates up when the app is launched.

    A Reddit consumer seen advertisements being placed in the discover portion of their app and shared the following screenshot:

    A majority of users who spoke back to the Reddit thread referred to they have not individually considered these advertisements, which is an indication of an A/B examine.

    For what it’s value, the idea of adverts in Google find looks to be unanimously disliked by means of those who have chimed in with their opinion.

    although, the true measure of success is whether or no longer people have interaction with the adverts.

    That’s likely what is going to examine if advertisements turn into a everlasting fixture in Google discover.

    As that you would be able to see within the screenshot above, adverts are obviously marked with a label similar to what is proven subsequent to ads in search consequences.

    people who might also now not admire seeing advertisements in Google find, in any means, can flip off the discover area altogether in the app settings.

    As a reminder, Google discover has passed by distinct names in the past, akin to “Google Feed” and “Google Now.”

    It became rebranded as “Google find” remaining month, which was probably the most many updates announced at Google’s 20th anniversary adventure.

    Google has plans to convey discover to the google.com homepage on mobile browsers.

    That might prove to be a big deal for advertisers if Google finally ends up rolling out find ads extra commonly.

    Subscribe to SEJ

    Get our weekly publication from SEJ's Founder Loren Baker concerning the latest information in the business!




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    Adwords-fundamentals exam Dumps Source : Google Advertising Fundamentals Exam

    Test Code : Adwords-fundamentals
    Test Name : Google Advertising Fundamentals Exam
    Vendor Name : Google
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    Google Advertising Fundamentals Exam

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    Marketing Certifications That Can Help You Earn More | killexams.com real questions and Pass4sure dumps

    A keyboard with a book and a graduation cap on it. PHOTO: Shutterstock

    Digital marketing is currently ranked as one of the hottest career sectors to work in. The US Bureau of Labor Statistics reports that market research analysts and marketing specialist, each with an average median salary of $62,000 or more, are among the top 20 professions and will remain so until 2026.

    Digital marketers are enlisted by organizations to develop strategies to promote the company’s products and services across the web, conduct brand awareness campaigns, and generate new leads and convert them into paying customers. In addition to bringing in new business, digital marketers are also responsible for maintaining current customer relations through channels like social media and email.

    That said, the digital marketing sector is filled with highly talented marketing professionals all vying for the attention of prospective employers. One notable route that is being explored by many marketing professionals is to complete a marketing certification that will help sharpen their skills and boost their credibility — on paper at least.

    With so many marketing certifications out there, it’s hard to know which are the best. Kasey Bayne, CMO at Vancouver-based Redstamp, mentioned that her company focuses on hiring talent that have Google Analytics, Hubspot and Google Adwords certifications. “As we become more data-driven as a marketing organization, we're looking for marketers who not only know the "how to" of the tools we use to help our clients, but are able to use those tools to generate real results for our clients, learning and optimizing along the way,” she explained.

    To get to the bottom of which marketing certifications matter most, we’ve looked at data including; search engine statistics, digital marketing recruitment agencies, data retrieved by job site searches, and we also spoke to industry practitioners for their insights — all to find the most in-demand marketing certifications.

    Related Article: 8 Skills Every Digital Leader Needs

    1.  Google Analytics Individual Qualification

    According to SEMrush, the most searched marketing certification is Google Analytics Individual certification. “Its monthly search volume with related queries is over 20,000,” said Anna Pustovaya, assistant regional marketer at SEMRush. This particular certification focuses on developing proficiency in using Google Analytics to measure campaign metrics, monitor KPIs and improve overall marketing efforts. You need to set up an Academy for Ads accounts and complete both Google Analytics for Beginners and Advanced Google Analytics modules to prepare for the test, in which you need to score more than 80 percent to pass. The certification is valid for one year.

    Christine Kilbride, SEO associate at Philadelphia PA.-based Majux Marketing, is a big fan of this certification. "As a digital marketing professional, I've found that the Google AdWords Certification and the Google Analytics Individual Qualification are paramount to success in the SEO and SEM fields. Prospective employers use these tests as a baseline to gauge your knowledge in an ever-changing industry. Additionally, having individuals with these qualifications at an agency is desirable to prospective clients,” she said.

    Price: Free

    2. Google Digital Garage

    Google’s Digital Garage is essentially a one-stop shop offering free tutorials on pretty much everything about digital marketing. From video marketing to search, you can complete an entire online course. On completion, you will earn a certification from Google and Interactive Advertising Bureau (IAB) Europe.

    “[While] relatively less known [in comparison] to Adwords Certification, [Google’s] Digital Garage is a very valuable certification, [it covers] 26 different digital marketing topics. [And] the best thing? It is free,” said Kurniawan

    Price: Free

    Related Article: 8 Tips For Marketing to Millennials 

    3. Hootsuite Social Marketing Certification

    Hootsuite Social Marketing certification gets a monthly search volume of 3,000, according to Pustovaya. It covers all the core concepts relating to social media marketing. To earn this certification, you need to complete a 60-question online exam. To help you prepare for this exam, Hootsuite encourages everyone to go through the series of free online courses that they have created. “Hootsuite is probably not as big as Google or Facebook, but this certification is definitely one of, if not, the best available [certifications] for social media marketers. There are three different tiers available, and the certification never expires,” said Kurniawan.

    Price: $199 per exam

    4. PCM - Digital Management Certification

    With around 1,000 monthly searches according to Pustovaya, the PCM qualification is fairly well sought after. The Professional Certified Marketer (PCM) provided by the American Marketing Association takes a more formal approach in comparison to the other marketing certifications on this list. The Digital Management certification covers topics on branding, planning, pricing, public relations, social media, and more. The certification is valid for 3 years.

    Price: Study materials cost $99 for AMA members and $149 for non-members. Exams costs $99 for AMA members and $299 for non-members.

    5. Google Adwords

    With 18,420 monthly searches according to Pustovaya, the Google Adwords certification is a popular one. According to Steve Kurniawan, content specialist and growth strategist at Toronto-based Nine Peaks Media, the magnitude of Google’s popularity has once again led to the huge demand for Google Adwords qualifications. “Adwords is a very important aspect of any digital marketing strategy,” he said.

    Bob Clary, director of marketing at Lafayette Colo.-based DeveloperAcademy, mentioned that Google Adwords certifications being “in demand” is, “accurate and reflective of my 20 years experience in the marketing space.”

    To complete this certification, you must pass two exams, the fundamentals exam and one that focuses on a specific area (search, display, mobile, video, shopping or advertising). The certification is valid for one year.

    Price: Free

    6. Facebook Blueprint Certification

    With 6,000 monthly searches, SEMrush ranks Facebook’s Blueprint Certification as being in high demand. “Facebook [Blueprint] is a very credible certification, and Facebook advertising is very relevant nowadays. This Blueprint certification package includes two different certifications: Facebook Certified Planning Professional and Certified Buying Professional,” Kurniawan explains.

    The Planning Professional certification outlines how to plan campaigns through optimizing reach and frequency, and how to target audiences for maximum impact. The Buying Professional certification demonstrates how to improve proficiency in certain areas including determining and reporting KPIs, and how to utilize Facebook Pexels. Both certifications are valid for one year.

    Price: $150 per exam

    7. Hubspot Content Marketing Certification

    “Hubspot certification fetches 9,120 in monthly search traffic,” according to Pustovaya. This certification is best suited for content creators. The course covers tips for building a valuable and scalable content library and also shares best practices for deploying a successful content strategy.

    “Free certification from Hubspot [covers] inbound marketing techniques, email marketing, and conversion-related sales tactics. Since it is free, there’s no reason for content marketers not to [get] this [certification],” shared Kurniawan.

    Price: Free

    8. Bing Ads

    While Bing is not the top search engine, it has certainly seen major growth thanks to its acquisition of Yahoo and integration capabilities with Microsoft digital products. Bing’s certification program shows you how to maximize your ROI from Bing Ads. Marketpro writes that Bing Ads is “especially valuable if you are targeting an older audience who still uses MSN and Yahoo email services.”

    Price: Free


    GSK's Speichert: Marketers Are Missing Digital Fundamentals | killexams.com real questions and Pass4sure dumps

    Marc Speichert, chief digital officer of GSK Consumer Healthcare Marc Speichert, chief digital officer of GSK Consumer Healthcare Credit: GSK

    Marc Speichert has looked at digital marketing from both sides now -- or maybe three.

    The former chief marketing officer at beauty giant L'Oreal turned heads three years ago by moving to Google to consult with brands across industries. Now he's back in packaged goods in a new role as chief digital officer of GSK Consumer Healthcare, marketer of such brands as Sensodyne, Theraflu, Flonase, Alli and Boost. That comes after a stint last year in a similar role at Swiss luxury manufacturer/retailer Richemont.

    Being an alum isn't making him soft on Google: GSK is among companies that recently paused advertising there over brand-safety issues. It illustrates how the marketer role he returns to is different than what left. Spending is up, and with that comes increased expectations.

    Speichert's remit includes digital marketing, media, insights (market research) and e-commerce. GlaxoSmithKline has a relatively new leadership team from CEO Emma Walmsley on down. Consumer Healthcare has no global CMO, but Speichert reports to Carlton Lawson, global head of categories, and will be based in London. Here he talks about how digital marketing has changed and what he learned at Google.

    Ad Age: Why did you come to GSK?

    Speichert: GSK was one of my clients at Google. So it's good when you get an inside view of what the client is all about. This gives me a chance to go back to the client side and drive some major transformation, and I could see myself fitting in from a cultural perspective.

    Ad Age: Why did you leave Richemont?

    Speichert: It was a great brand builder on one side and retailer on the other. I learned a lot. In the end, I was looking at where I could drive the biggest impact and innovation.

    Ad Age: What did you take away from the Google experience?

    Speichert: Being at Google enabled me to look under the hood and understand how things work. I worked with many different clients – CPG, beverage and tech clients. But what was interesting was that even though the industries were very different, they had similar hot topics.

    Everyone was talking about data and insights into data. Do I have scale? Can I build competitive advantage by leveraging my first-party data? The other interesting area was content. It's even more fragmented and the need for it greater than ever. How do you build the right ecosystem of suppliers? A lot of people are developing their own direct-to-consumer sites and trying to do it themselves. But the other question is how do you become a better partner with the retailers and what does that mean about your media dollars and how do you do activation. And the other was looking at things in a much more granular way from a media side – how do you do precision buying?

    Ad Age: Do brand marketers need to get under the hood to better understand the technology they work with?

    Speichert: I think everybody in the organization should understand the fundamentals. Going back to my Google days, we had a lot of discussions with my clients around what marketing in a digital world and data-driven marketing should be about and how Google can help. In certain instances, you realize that some folks are jumping into things without having the fundamentals in place. Things like properly tagging your site so you can get learning from first-party data. These are foundational things that people aren't really doing. Here I'm really trying to push forward how an idea or technology can help them from a business perspective, and demystify and take it to a broader business conversation.

    We spend a lot of time trying to figure out how to build the right pipe from a programmatic side. And, yes, we need to build the right pipe, but it's also important to be as smart about what you put into the pipe and how you build an ecosystem to get you the right assets.

    Ad Age: There's been a lot of industry pushback lately on your old employer Google, both on audience measurement and brand safety. What's your take on that?

    Speichert: We are very stringent about brand-safety expectations. And we've taken some measures, some close, direct conversations in terms of what's required moving forward.

    Ad Age: Did you pause advertising with Google?

    Speichert: We did pause some of our advertising, and we are talking with Google about what are some of the tools that will give us full confidence in going back. We're waiting to get the measure of the tools they have in place before we go back.

    Ad Age: Is it harder to do digital now with all the measurement and brand-safety worries?

    Speichert: Absolutely yes in regard to brand safety. Given the criticality of brand-safe environments, it's requiring a great deal of resources. This is time that would be better spent developing and executing digital programs to grow our brands. As it relates to viewability and whitelist strategies, most major advertisers like GSK already have plans in place to ensure these KPIs are effectively met, so that is not adding additional complexity.

    Ad Age: How do you handle programmatic buying? In house? Through an agency? A combination?

    Speichert: We're really leveraging our agencies now – both PHD (Omnicom) and WPP -- to operate our programmatic campaign, and we're developing some internal capabilities as well to ensure it's a real partnership.

    Ad Age: What should be the role of the big players in digital media – Google and Facebook? Where do you look to them for help?

    Speichert: The focus on a shorter list of publishers is a good thing, because it lets you go deeper and drive the partnership in a more robust way. When you look at what I sometimes call the shiny-object syndrome, it's very tempting for marketers to experiment with the new players. I'm a big believer in nailing the basics. We've done a lot of great things already from a search perspective. Something with a company like Google is critical in that context.

    It's very important to have that short list of publishers we have a privileged relationship with, and then of course we want to have a handful of folks we do experimentation with, test and learn, and make sure that's properly orchestrated.

    We did some really cool stuff with IBM Watson in the U.S. before I arrived. That was a great example of AI-powered ads that very smartly helped you. It was a very smart move and we were one of the first companies to do that in the U.S. And we're now scaling to do that much farther and deeper.

    Ad Age: Do you still need both digital and general creative agencies?

    Speichert: As we simplified our agencies recently, we felt it was important to [have both]. It really depends on the level of maturity of the brand. As long as you have a powerful way to connect the agencies and have them work together, I think it's less about having a one-stop shop but having a complete collection.

    Speichert is focused on relationships with biggest players, but cites this program using IBM Watson as example of experimentation with others. Speichert is focused on relationships with biggest players, but cites this program using IBM Watson as example of experimentation with others. Credit: GSK

    How to build a stronger, more effective PPC team | killexams.com real questions and Pass4sure dumps

    I’ve been doing pay-per-click (PPC) since 1998, when virtually every setting was manual. While it was painful to manage everything by hand, it forced me to learn the ins and outs of PPC, and that helped me build a successful career. 

    Today, with automation playing an ever-more-important role in PPC, new account managers don’t have to learn all the fundamentals because tools handle the details. 

    But as humans learn how to co-manage accounts with artificial intelligence, I believe that those with the strongest fundamentals will have the best opportunities for career advancement.

    Automation erodes expertise

    Remember the days when photography was an expensive hobby? Before digital, every time you clicked the shutter, you used another frame of film. To see the result, you’d spend more money to get the roll of film developed and printed. And not only was it expensive, it was also slow, with most labs taking an hour or more to turn the film into a print.

    In the pre-digital days of photography, it mattered that you understood how to frame a shot and set the right exposure to get a beautiful photo. If the photo you took didn’t look amazing, there was very little you could do easily and cheaply to turn it into a masterpiece.

    Compare that to today, where everyone has a decent camera on their smartphone and hobbyists have mirrorless cameras that can shoot 60 frames per second. Results are instantaneous, and all the computing power in the camera almost guarantees correct focus and exposure.

    In PPC, where Google is pushing really hard to automate as much account management as possible, we run the risk that new PPC professionals will grow up in an era where they do nothing manually and never learn the fundamentals.

    When the machine learns too slowly, results suffer

    So, why does it matter if the person you hire to manage your AdWords doesn’t know the fundamentals? Even my 4-year old takes great photos, after all. But there is a key difference between taking photos without knowing what an f-stop is and running an AdWords account without knowing how a cost per click (CPC) is calculated.

    With photography, we can take shots with ten different exposures in one second, knowing that at least one would be great. It costs nothing to throw away the nine bad photos, but if we’re lazy as account managers and we do nine pointless experiments in AdWords, those clicks cost real money.

    I’ve made the point before that testing the right things is what will set great agencies apart from mediocre ones. In PPC, that means that fundamentals still matter so that you can set up a reasonable test that gets as much as possible right, leaving fewer variables to test. This helps find winning tests more quickly, and that can make a huge impact.

    When humans rely too much on machine learning, we run into the following issue. Google doesn’t care if it takes ten clicks before their bidding model starts to make good predictions; they still make money on every one of those clicks. 

    But advertisers should and do care about the amount of investment required to get to a stable situation where machines deliver predictably good results. This matters even more for small companies that may not have the cash flow to wait it out.

    The more humans can help machines go in the right direction, the more money is saved and the happier the advertiser will ultimately be. Doing all that requires knowing the fundamentals.  

    What are fundamentals?

    In PPC, the fundamentals include the basics of how entities in AdWords work and interact with each other.

    For example, what settings are done at the account, campaign, ad group, keyword and ad level? What are the different types of bids, and what are bid adjustments? Which bid adjustments work at what level? And the list goes on and on.

    In my job as chief executive officer (CEO) of Optmyzr, I talk to a lot of advertisers, and it’s surprising which types of questions stump people who do PPC for a living. For example, you know what a return on ad spend (ROAS)  bid strategy is and what it’s trying to achieve. But some advertisers who use our rules-based optimizations ask me about the formula we use to derive the CPC for a target ROAS strategy.

    The basic equation we start with is simple, and anyone who does PPC should be able to come up with this. You get the correct CPC by dividing the historical revenue from ads by the number of clicks and multiplying that by the inverse of the target ROAS you’re trying to achieve.

    The reason I think it’s a problem when advertisers can’t come up with this formula is that they’ll be hard-pressed when the time comes to use new business data to improve their methods for managing bids. So they’re basically stuck with whatever a tool gives them, and they have to rely on the company behind the tool to deliver further improvements.How the fundamentals helped me

    I was a Google AdWords evangelist for a long time in the 2000s before starting my company. I was frequently on stage, getting peppered with live questions about some really in-the-weeds AdWords stuff. 

    I didn’t write the AdWords code, so I didn’t know exactly how the system operated, but I spent countless hours working with engineers, product managers, service reps and advertisers, and that helped me understand the fundamentals.

    Here’s the thing: The engineer who wrote the code probably doesn’t know every corner case advertisers encounter, so they have an imperfect understanding of the system. And advertisers and reps, because they didn’t build the logic but can only see the results it produces, also don’t have a perfect understanding. But if you know how things are supposed to be built, and you’ve seen them interact in the real world, you can build up a really good intuition of how things will work.

    As PPC pros, you have access to what Google says the system should do, along with tons of real-world data, so you’re in a great position to be a master of AdWords.

    How not knowing the fundamentals will hurt you

    Here’s an example of a situation where misunderstanding the basics of how AdWords operates can hurt you. Say you’re using a script like the one written by Daniel Gilbert for hourly dayparts, and all of a sudden you start to see ads at times of the week when you thought you had no active dayparts.

    If you think that dayparts are managed as budget periods (e.g., I have $0 budget from 10 p.m. until 6 a.m.), you would think using a script to set a -90 percent bid adjustment would effectively leave your ads turned off at those times of the week because there’s still $0 budget.

    But that assumption would be false because dayparts are bid adjustments on top of the base bids, and so a -90 percent daypart would serve ads with a max CPC of 10 percent of the original bid.

    As you deploy more tools, the fundamentals matter even more

    As more of AdWords becomes automated, we also have to become better at understanding interactions. Fundamentals are really important for this, too. Say you’re using Google’s Target CPA (cost-per-acquisition) bidding method, and then you use a private tool to keep some ads in positions one, two and three.

    These systems are both changing bids, so you’re likely to run into unexpected behavior. This is a simple example, but you can only get it right if you know how AdWords works and what levers the tools are pulling.

    Five ways to learn the fundamentals
  • AdWords Certification. If you’re new to PPC, take the AdWords fundamentals exam and try to pass it without cheating. Yes, some of the questions may be a bit repetitive, but knowing the answers will help you later in your career, even if it’s just to have something to commiserate over with other advertisers you meet at a conference.
  • Listen to Ginny Marvin. One of the challenges with AdWords is that it’s constantly evolving. What I learned when I started in PPC in 1998 is still helpful today, but it’d be useless if I hadn’t kept up somehow with all the changes. Personally, I read anything published by Search Engine Land’s paid media reporter and associate editor Ginny Marvin.
  • AdWords Blog. I also subscribe to the Inside AdWords blog, but I take their announcements with a grain of salt. Google has to build momentum for their new tools, so they may hype them before they’re fully baked. That’s why I look to industry sites like Search Engine Land and PPC Chat on Twitter to hear from real advertisers about their experiences with new tools.
  • AdWords Developers Blog. If you want to go really in-depth, I also recommend following the AdWords Developers blog and the AdWords Scripts updates page. This is where Google announces changes that matter to developers. By knowing what is changing in the ads’ back end, even though you never see the back end, you will get early notifications of what is likely to become visible in the front end.
  • I get frequent news alerts from sites that deconstruct the latest Android Package (APK) for apps I use, like Google Photos. By scanning the code changes, they are often able to predict what features Google is on the verge of launching. 

    With Google Photos, that’s nice to know, but with pay-per-click, it’s a chance to be on the cutting edge of the thing that provides my livelihood and to get ahead of a lot of other advertisers.

    Conclusion

    At the end of the day, I believe it’s just common sense to try to understand the underlying systems that you depend on for a living. And as machines take over many of our day-to-day management tasks, knowing how they operate and how we can work collaboratively to improve results will help us have more successful careers.

    Opinions expressed in this article are those of the guest author and not necessarily Search Engine Land. Staff authors are listed here.

    About The Author Frederick (“Fred”) Vallaeys was one of the first 500 employees at Google where he spent 10 years building AdWords and teaching advertisers how to get the most out of it as the Google AdWords Evangelist. Today he is the Cofounder of Optmyzr, an AdWords tool company focused on unique data insights, One-Click Optimizations™, advanced reporting to make account management more efficient, and Enhanced Scripts™ for AdWords. He stays up-to-speed with best practices through his work with SalesX, a search marketing agency focused on turning clicks into revenue. He is a frequent guest speaker at events where he inspires organizations to be more innovative and become better online marketers.


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