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How is an AdWords account structured?
There are three levels to Google AdWords: Account, Campaign, and Ad Group. The diagram below shows the account structure and the settings that are applied at each level. In summary:
- Your account is associated with a unique email address, password, and billing information.
- At the campaign level, you choose your daily budget, geographic targeting, syndication preference, and start and end dates.
- At the Ad Group level, you create ads and choose keywords. You can also select a maximum cost-per-click (CPC) for the Ad Group or for individual keywords.
Within each Ad Group, you create one or more ads and select
a set of keywords to trigger those ads. Each Ad Group runs on one set
of keywords. If you create multiple ads in an Ad Group, the ads will
rotate evenly for those keywords.
When you log in to your account, you can see your ads' clickthrough
rates (CTRs) listed below each of the ads. If a particular ad is not
performing as well as the others (if it has a low CTR), you can delete
or refine it to improve the overall performance of your Ad Group.
| Account |
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| Unique email address Password Billing information |
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| Campaign |
Campaign |
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| Daily
budget Geo-targeting Syndication preference Start and end dates |
Daily
budget Geo-targeting Syndication preference Start and end dates |
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| Ad
Group |
Ad
Group |
Ad
Group |
Ad
Group |
|
| One
set of keywords One or more ads |
One
set of keywords One or more ads |
One
set of keywords One or more ads |
One
set of keywords One or more ads |
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Will my ads appear in all browsers?
Some older browsers do not support the HTML tag table align=right, which is used in displaying Google AdWords ads. AdWords ads will not be displayed in such browsers, including Netscape Navigator 2.x or earlier and Microsoft Internet Explorer 2.x or earlier. We estimate that less than 1% of Google users have browsers with this limitation.
To which languages and countries can I target my ads?
You can target speakers of fourteen languages and/or more than 250 countries. Choosing your target languages and countries is the first step in creating a Google AdWords account. You can also edit these settings at any time after establishing your account.
What kind of reports will I get?
Google provides full online reporting for the Google AdWords program. We do not currently mail invoices or reports, but you can access your personal reports online 24 hours a day, 7 days a week to see your average actual cost-per-click (CPC), the number of times your ads were shown (impressions), how many times users clicked on your ads (clicks), and the clickthrough rates (CTR). This reporting is available for each of your keywords, ads, Ad Groups, campaigns, and account.
We make every effort to provide accurate reports; therefore, no measurements other than those maintained by Google shall be accepted for reporting or payment purposes. If the reports you receive from Google do not coincide with your own, there are a number of possible explanations. First, be sure you're comparing the same reporting time periods. If there are still discrepancies, it could be because we host your ads and therefore are able to record clicks that other tracking software programs may miss. For example, our software can detect clicks that occur while your site is down. In addition, your system may filter out visits from your IP address, whereas Google does not.
How secure is my information?
We understand that making an advertising purchase online involves a great deal of trust on your part. We take this trust very seriously, and make it our highest priority to ensure the security and confidentiality of the information you provide. Google uses industry-standard SSL (secure socket layer) technology to protect every interaction you have with the AdWords system. This protects your credit card and other personal information. Once we receive your information, we not only store it behind a firewall, but also encrypt the sensitive credit card information.
When credit cards are submitted through the secure online form, they are checked against the account information by our third-party credit card processor. If information submitted is invalid, the credit card will not be accepted. If the information is valid but there are discrepancies, the third-party credit card processor returns a fraud score based on the number of discrepancies between the credit card account and the AdWords account information. High fraud scores are flagged by our system for review by an AdWords Specialist.
Are there guidelines for my ad content?
Our AdWords Specialists review all of our ads to ensure that they meet Google's advertising standards. These standards can be found in our Terms and Conditions and in the Google AdWords Editorial Guidelines. Google strongly believes in the importance of relevant, high-quality advertising, which benefits both our advertisers and Google users. By creating clear, well-targeted AdWords ads, you'll reach your potential customers more effectively and help ensure a positive user experience that will build users' confidence in AdWords ads. The result will be higher traffic to your site, increasing the potential return on your ad investment.