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Google AdWords Ranking Guidelines

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Google Adword

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									Google AdWord Ranking Guidelines

Contents
    Maximum Cost-per-Click (Maximum CPC) ........................................................................................ 2
    Clickthrough rate (CTR) .................................................................................................................... 2
    Quality Score for Google and the search network ............................................................................ 3
    Display URL...................................................................................................................................... 3
 Keyword-targeted ads on the Google Display Network ........................................................................ 3
 Ad group default bid ............................................................................................................................ 3
 Automatic placements ......................................................................................................................... 4
 Managed placements .......................................................................................................................... 4
    Ad group default bids ...................................................................................................................... 4
    Individual keyword or placement bids.............................................................................................. 5
    Manual bidding for impressions ....................................................................................................... 5
 Landing Page and Site Quality Guidelines............................................................................................. 6
    Quality Score ................................................................................................................................... 6
    Actual cost-per-clicks (CPC) .............................................................................................................. 6
 Advertising Policies .............................................................................................................................. 7
    Quality Component.......................................................................................................................... 7
    Relevant and Original Content ......................................................................................................... 7
    Relevance ........................................................................................................................................ 7
    Originality ........................................................................................................................................ 8
    Transparency ................................................................................................................................... 8
    Visitors' personal information .......................................................................................................... 8
    Navigability ...................................................................................................................................... 9
    Keyword Advertising ........................................................................................................................ 9
    Placements ...................................................................................................................................... 9
    Manage exclude placements or categories .................................................................................... 10
    How much does AdWords cost?..................................................................................................... 11
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Google AdWord Ranking Guidelines

A keyword-targeted ad is ranked on a search result page based on the matched keyword's maximum
cost-per-click (CPC) bid and Quality Score. Note that some search partners have a different page layout
than Google.

        Ad Rank = CPC bid × Quality Score

Maximum Cost-per-Click (Maximum CPC)

Your maximum cost-per-click (CPC) is the highest amount that you are willing to pay for a click on your
ad. You can set a maximum CPC at the keyword- or ad group-level. The AdWords Discounter
automatically reduces this amount so that the actual CPC you are charged is just one cent more than the
minimum necessary to keep your position on the page.

The Quality Score for Ad Rank on Google and search partners is determined by:

       The historical clickthrough rate (CTR) of the keyword and the matched ad on the site. For
        Google, only historical performance on Google is considered. For search partners, performance
        on the specific search partner is used, along with how the ad performs across the search
        network.
       Your account history, which is measured by the CTR of all the ads and keywords in your account
       The historical CTR of the display URLs in the ad group
       The relevance of the keyword to the ads in its ad group
       The relevance of the keyword and the matched ad to the search query
       Your account's performance in the geographical region where the ad will be shown
       Other relevance factors

Up to three AdWords ads are eligible to appear above the search results (as opposed to on the side).
Only ads that exceed a certain Quality Score and CPC bid threshold may appear in these positions. If the
three highest-ranked ads all surpass these thresholds, then they'll appear in order above the search
results. If one or more of these ads don't meet the thresholds, then the next highest-ranked ad that does
will be allowed to show above the search results.

The CPC bid threshold is determined by the matched keyword's Quality Score; the higher Quality Score,
the lower the CPC threshold. This ensures that quality plays an even more important role in determining
the ads that show above search results.

Clickthrough rate (CTR)

Clickthrough rate (CTR) is the number of clicks your ad receives divided by the number of times your ad
is shown (impressions). Your ad and keyword each have their own CTRs, unique to your own campaign
performance.

A keyword's CTR is a strong indicator of its relevance to the user and the overall success of the keyword.
For example, a well targeted keyword that shows a similarly targeted ad is more likely to have a higher
CTR than a general keyword with non-specific ad text. The more your keywords and ads relate to each
other and to your business, the more likely a user is to click on your ad after searching on your keyword
phrase.

A low CTR may point to poor keyword performance, indicating a need for ad or keyword optimization.
Therefore, you can use CTR to gauge which ads and keywords aren't performing as well for you and then
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optimize them.
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Google AdWord Ranking Guidelines

CTR is also used to determine your keyword's Quality Score. Higher CTR and Quality Score can lead to
lower costs and higher ad position.

Quality Score for Google and the search network

Quality Score for Google and the Search Network is a dynamic metric assigned to each of your keywords.
It's calculated using a variety of factors and measures how relevant your keyword is to your ad group and
to a user's search query. The higher a keyword's Quality Score, the lower its cost-per-clicks (CPCs) and
the better its ad position

Display URL

This is the URL displayed on your ad to identify your site to users. The point of the display URL is to give
users a clear idea of what website they'll be taken when they click on the ad.

The display URL is limited to 35 characters and cannot be used as another line of ad text. Learn more
about our URL policies before submitting your ad. When you create your ad, you'll also specify
a destination URL.

Keyword-targeted ads on the Google Display Network

A keyword-targeted ad's position on a Display Network page is based on the ad group's Display Network
bid and Quality Score. If you don't set a Display Network bid, we'll set an automatic bid using
an average of all your ad group's keyword-level CPCs.

        Ad Rank = Display Network bid × Quality Score

The Quality Score related to Ad Rank on the Google Display Network is determined by:

       The ad's past performance on the site in question, as well as on similar sites
       The relevance of the ads and keywords in the ad group to the site
       Your landing page quality
       Other relevance factors

Ad group default bid

Your ad group default bids are used when there aren't more specific bids that apply. Default bids are
displayed above the tabs at the ad group level of your account. An ad group can have several kinds of
default bids:

       Default bid: Applies to all your criteria and on all networks.
       Display Network bid: Used when Google contextually targets your ad on the Display Network. If
        you don't set this bid, we'll use the default bid.
       Managed placements bid: Used when your ad appears on a Display Network placement you
        picked.

If the managed placements bid or the Display Network bid is marked Off, it means that you're opted out of
the Display Network in your campaign settings.
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Google AdWord Ranking Guidelines

Automatic placements

Placements in the Display Network that Google finds for you based on cues (such as keywords) in your
ad group. Your ads can run on automatic placements if you:

    1. Select "Relevant pages across the entire network" in the "Network Settings" section of your
       "Settings" tab. These settings are at the campaign level.
    2. Add keywords to each ad group that you want to run on automatic placements.

The other type of Display Network placement is a managed placement.

Managed placements

Managed placements are specific sites in the Display Network that you single out to target. You can use
the Placement Tool to discover relevant placements.

There are a couple of reasons you may want to add managed placements to an ad group:

    1. Placement management: You've opted to run ads on the Display Network but only on "Relevant
       pages only on the placements I manage." This is a network settings option on the "Settings" tab
       at the campaign level. With this option, your contextually targeted ad groups will only show on
       websites you specify, allowing you to create a mini-network of placements chosen to target your
       goal audience.
    2. Bid management: You're running ads across the entire Display Network, but you'd like to raise
       or lower bids for specific placements based on the performance of those websites.

               For example, you may want to be more competitive for placement on a particular site to
                receive more traffic. You can add the site as a managed placement and simply raise your
                bid for that one placement.
               You may also see an automatic placement that you don't want to entirely exclude but that
                doesn't particularly interest you or generate a strong return on investment. You can add it
                as a managed placement and lower the bid for that website.

Ad group default bids

Default bids are set at the ad group level, and are displayed above the tabs on each ad group-level page
of your account. Simply click the Edit link to update your ad group default bids.

       Default bid: You're prompted to set this bid each time you create an ad group. It applies to all
        your criteria.
       Display Network bid: You're prompted to set a Display Network bid each time you create an ad
        group. If you don't set this bid, we'll use the default bid. The Display Network bid applies to all
        Display Network placements in that ad group. Editing this bid will update the bid for all Display
        Network placements that don't have an individual bid already set.
       Managed placements bid: You're prompted to add a managed placements bid the first time you
        add a managed placement to each ad group. You set one default bid for all managed placements
        in each ad group. Editing this default bid will update the bid for every managed placement that
        doesn't have an individual bid already set.
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Google AdWord Ranking Guidelines

Individual keyword or placement bids

Individual bids override the ad group default bids. For example, raising a bid for a particularly strong or
relevant keyword allows you to compete more effectively when that keyword triggers your ad. If you
change a bid but later want to revert back to the default bid, just leave the field blank when editing.

       Keywords: You can specify an individual keyword bid when you first add a keyword, or later
        through inline editing.
       Automatic placements: To edit the bid for an automatic placement, select the checkbox next to
        it in the automatic placement table. Then, click Manage placement and bid. This will copy the
        placement to your managed placements table and allow you to adjust the bid. When you add an
        automatic placement to your managed placements, historical stats won't copy.
       Managed placements: You can set a unique bid when you first add a managed placement, or
        later through inline editing.
       Audiences: You can set an audience-specific bid through inline editing in the Audiences tab.

AdWords always uses the most specific bid available. If you have not made a specific bid for an individual
placement, then your overall Display Network bid or managed placements bid is used.

Bid modifiers, such as changes for ad scheduling or demographic bids, are applied after your primary bid
is chosen. Here's the general order of bids, from most specific (and highest priority) to lowest:

       Individual placement bid
       Managed placements bid
       Display Network bid
       Default bid

Manual bidding for impressions

Manual bidding for impressions lets you pay for each 1000 impressions your ad receives, unlike cost-per-
click (CPC) bidding, where you pay only when your ad receives a click.

When you choose manual bidding for impressions, you set a maximum CPM bid. The maximum CPM bid
is the most you're willing to pay for 1000 impressions on your ad, although it's rarely the amount actually
paid.

The AdWords discounter automatically reduces any winning CPM bid so that the amount charged is the
minimum necessary to keep the ad's position on the page.

CPM ads are ranked for display according to their CPM bid, competing with other CPM ads and with CPC
ads. A CPM ad always occupies the entire ad space, with either an image ad or other multimedia ad, or
an expanded text ad. For this reason, you might wish to bid higher for CPM ads than you would for CPC
ads.
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Google AdWord Ranking Guidelines

Landing Page and Site Quality Guidelines

As part of our commitment to making AdWords as effective an advertising program as possible, we've
outlined some site design guidelines to better serve our users, advertisers, and publishers. We've found
that when our advertisers' sites reflect these guidelines, two important things happen:

       The money you spend on AdWords ads is more likely to result in paying customers.
       Users develop a trust in the positive experience provided after clicking on AdWords ads (and this
        turns into additional targeted leads for you).

Furthermore, following our site guidelines will help improve your landing page quality score. As a
component of your keywords' overall Quality Scores, a high landing page quality score can affect your
AdWords account in three ways:

       Decrease your keywords' cost-per-clicks (CPCs)
       Increase your keyword-targeted ads' position on the Content Network
       Improve the chances that your ads will win a position on your targeted placements

Quality Score

A Quality Score is calculated every time your keyword matches a search query -- that is, every time your
keyword has the potential to trigger an ad. Quality Score is used in several different ways, including:

       influencing your keywords' actual cost-per-clicks (CPCs)
       estimating the first page bids that you see in your account
       determining if a keyword is eligible to enter the ad auction that occurs when a user enters a
        search query
       affecting how high your ad will be ranked

In general, the higher your Quality Score, the lower your costs and the better your ad position.Quality
Score helps ensure that only the most relevant ads appear to users on Google and the Google Network.
The AdWords system works best for everybody -- advertisers, users, publishers, and Google too -- when
the ads we display match our users' needs as closely as possible. Relevant ads tend to earn more clicks,
appear in a higher position, and bring you the most success.

Actual cost-per-clicks (CPC)

This is the amount you'll actually pay for a click on your ad -- no more than the maximum bid you specify
for your ad group, keyword or placement. The AdWords Discounter automatically gives you the lowest
possible price in order for you to maintain your ad's position.
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Google AdWord Ranking Guidelines

Advertising Policies


We actively review landing pages to ensure that they comply with our Advertising Policies. We do not
tolerate violation of our Advertising Policies and will disable ads associated with landing pages that violate
these policies.

A list of landing page and site policy violations is provided below.

       Ad spam techniques
       Adult sexual services
       Arbitrage
       Bridge page
       Comparison shopping
       Counterfeit goods
       Get rich quick
       Hacking
       Information harvesting
       Malware
       Mirroring and framing
       Misleading and inaccurate claims
       Mobile content
       Phishing
       Sale of free items
       Travel aggregation
       Unclear billing
       User safety
       Violations of Google's Software Principles
       Violations of Google's Webmaster Guidelines

Quality Component


Other than complying with our Advertising Policies, we also recommend that advertisers bear in mind the
three main components of a high-quality website: relevant and original content, transparency, and
navigability. Maintaining a positive user experience in these areas will help improve your site's landing
page quality. We’ve summarized some key points below, and you can visit our FAQ article
about improving landing page quality to learn more.

Relevant and Original Content


Relevance and originality are two characteristics that define high-quality site content. Here are some
pointers on creating content that meets these standards.

Relevance

       Users should be able to easily find what your ad promises.
       Link to the page on your site that provides the most useful information about the product or
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        service in your ad. For instance, direct users to the page where they can buy the advertised
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        product, rather than to a page on your site with a description of several products.
Google AdWord Ranking Guidelines

Originality

          Feature original content that can't be found on another site. This guideline is particularly
           applicable to resellers whose site is identical or highly similar to another reseller's or the parent
           company's site, and to affiliates that use the following types of pages:
           o Bridge pages: Pages that act as an intermediary, whose sole purpose is to link or redirect
               traffic to the parent company
           o Mirror pages: Pages that replicate the look and feel of a parent site; your site should not
               mirror (be similar or nearly identical in appearance to) your parent company's or any other
               advertiser's site
          Provide substantial information. If your ad links to a page consisting mostly of ads or general
           search results (such as a directory or catalog page), it must also provide additional, unique
           content.

It's especially important to feature original content because AdWords won't show multiple ads directing to
identical or similar landing pages at the same time.

Transparency


In order to build trust with users, your site should be explicit in three primary areas: the nature of your
business; how your site interacts with a visitor's computer; and how you intend to use a visitor's personal
information, if you request it. We’ve listed some tips on maximizing your site's transparency below.

Your site should:

          Openly share info about your business and clearly define what your business is or does.
          Honor the deals and offers that you promote in your ad.
          Deliver products and services as promised.
          Only charge users for the products and services that they order and successfully receive.
          Distinguish sponsored links from the rest of your site content.
          Ensure prices or billing methods are easily located on the website and are obvious to users.*
          In cases of recurrent billing or subscription situation, the price and billing interval must be present
           in a clear and obvious location on the page where the user provides their information, and a
           mandatory opt-in box must be present.1

Your site's interaction with a visitor's computer

          Avoid altering users' browser behavior or settings (such as back button functionality or browser
           window size) without first getting their permission.
          If your site automatically installs software, be upfront about the installation and allow for easy
           removal. Refer to Google's Software Principles for more guidelines.

Visitors' personal information

          Unless necessary for the product or service that you're offering, don't request personal
           information.
          If you do request personal information, provide a privacy policy that discloses how the information
           will be used.
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1
    Providing prices and billing information in very small print on the webpage is not considered "obvious" to the user.
Google AdWord Ranking Guidelines

       Give options to limit the use of a user's personal information, such as the ability to opt out of
        receiving newsletters.
       Allow users to access your site's content without requiring them to register. Or, provide a preview
        of what users will get by registering.

Navigability


The key to turning visitors into customers is making it easy for users to find what they're looking for. Here
are a few suggestions:

       Provide a short and easy path for users to purchase or receive the product or offer in your ad.
       Avoid excessive use of pop-ups, pop-unders, and other obtrusive elements throughout your site.
       Make sure that your landing page loads quickly. Learn ways to improve your load time.
       Turn to Google's Webmaster Guidelines for more recommendations, which will improve your
        site's performance in Google's search results as well.

Keyword Advertising

This type of advertising uses keywords to trigger ads. Typically, advertisers select a set of keywords
related to the product or service they wish to advertise. The ads are then displayed in relevant places
based on those keywords. For example, Google matches advertiser-selected keywords to user search
terms on Google.com in order to show relevant ads.

Placements

Placements are locations on the Google Display Network where your ad can appear. A placement can be
an entire website, a subset of a website (such as a selection of pages from that site), or even an
individual ad unit positioned on a single page. You'll see placements mentioned a lot in the context of the
Google Display Network because we distinguish between automatic placements and managed
placements.

If you have keywords in your ad group and are targeting the Display Network, we use contextual
targeting to determine "automatic placements" where your ads appear. Managed placements are
placements you choose to manage separately for increased control. You can increase or decrease your
ad delivery by setting unique bids for each of your managed placements, or you can use managed
placements to restrict the sites in the Display Network where your ads appear.

You can also choose certain placements on which you don't want to run ads (excluded placements).

Contextual targeting

Contextual targeting simply means that your keywords are used to place your ads next to content that
matches your ads.

For instance, suppose you have created an ad group to advertise digital cameras, and it includes
keywords you have chosen like digital cameras and camera cases. Contextual targeting will be used to
identify and place your ad on Google Display Network sites with the same themes. That might mean web
pages about camera equipment or discussion groups of camera hobbyists, or it could be an email or a
newsletter about digital photography.
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Google AdWord Ranking Guidelines

Contextual targeting is always used when an ad group has keywords and the Display Network is turned
'on' in the campaign settings page. It can work with ad groups that have only keywords, and also with ad
groups that have both keywords and placements.

Placement targeting

Placement targeting lets you choose individual spots in the Display Network where you'd like to see your
ads displayed. We'll only look at your managed placements when searching for relevant places to display
your ads. Unlike contextual targeting, keywords aren't required.

A placement might be an entire website, or a subset of a site. For instance, if you're selling football boots
and you want your ad to appear on a particular football website, or only on the sports pages of a
newspaper, placement targeting can help you handpick those sites. Here are a few things to know about
placement targeting:

       A site must be part of the Google Network in order to be available for placement targeting.
       The AdWords Placement Tool can help you find placements for your ad as you create a new
        campaign or ad group.
       As with all AdWords advertising, you'll compete for space with other advertisers. If you choose
        very prominent and popular sites, you'll need a higher price to win the ad position.

Manage exclude placements or categories

By electing to show your ads on the Google Display Network, you can expand your reach to prospects
visiting a variety of high quality websites that are relevant to your business. However, you might decide
that certain websites aren't appropriate for your ads. If this is the case, you can exclude placements and
categories of placements to prevent your ads from appearing on these sites. With this exclusion feature,
you can enjoy the benefits of advertising on the Display Network while still precisely controlling your
targeting.

You can prevent your ads from appearing on individual placements and categories of placements at the
campaign level and at the ad group level. You can view and managed your exclusions on the "Networks"
tab in the Campaign section of your account. Scroll down to the bottom of the page to see the "Excluded
placements" area. From there, you can exclude placements manually or exclude placements or
categories using the Site and Category Exclusion Tool.

Additional information about the site exclusion feature:

       This feature is available only to advertisers who are opted in to the Display Network.
       You can exclude websites at the domain (www.example.com, example.com), subdomain
        (topic.example.com), or path (www.example.com/stuff) level.
       The Display Network is continually evolving and growing. As a result, we can't provide a list of all
        sites which are eligible to show your ads. By using this feature you can simply filter unwanted
        sites in case they are or become part of the Display Network.
       You may edit your list of excluded sites at any time, and as often as you like.
       You do not need to exclude a site just because it is located outside the target region for your ad.
        This is a common mistake. No matter where a site is located, your ad will be shown only to
        visitors who are located in the regions you have targeted. For instance, if your ad is targeted to
        Germany, your ad will be shown only to users in Germany (based on their IP address) even if the
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        site in question originates in a different country.
       Most site and category exclusions apply only to the Google Display Network. However, if you
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        exclude "parked domains," you'll exclude all individual parked domain sites on both the Display
        Network and the Search Network.
Google AdWord Ranking Guidelines

       Due to the dynamic nature of the Display Network, we cannot guarantee that you will exclude 100
        percent of related pages when you exclude a category. In our testing, however, we found that
        excluding a category reduces exposure to related pages by approximately 90 percent.

How much does AdWords cost?

Use the Account Fees and Payment Options Finder to find out about AdWords costs and payment
options. After you select your currency and location, we'll show you exactly what spending
requirements you can expect from us (there aren't many) and which payment options you'll have. You'll
see that you can pretty much spend as much or as little as you like.

Here are a few basic things to consider when trying to assess the cost of your AdWords campaign.

Set your budget

       There's no minimum spending requirement--just a nominal, one-time activation fee.
       You set the limit on how much you're willing to spend each day.
       You specify how much you're willing to pay per click or per impression.

Pay only for results

       Choose to pay only for clicks on your ads (with cost-per-click bidding) or only for impressions your
        ads receive (with cost-per-thousand-impressions bidding).

Avoid the guesswork

       Use the Keyword Tool to explore keyword traffic and cost estimates and make informed
        decisions about choosing keywords and maximizing your budget.

After you set the framework for costs and get your campaign started, you know you'll stick within your
budget. From there, you can access your account at any time to adjust ad text, keywords, placements,
campaign settings, cost-per-click (CPC) bids, and daily budget to make sure you get the most bang for
your buck.




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