Google AdWords White Paper

Google Marketing Tools White Paper: Google AdWords® Google AdWords® Google AdWords® is a system that allows you to place your advertisement on Google search results pages. This allows you to target specific potential customers that are already searching for products or services that you provide. For example, if your business is automobile repair and someone searches for “car repair” in Google, your ad can be displayed along with the search results, providing more visibility for your business. To start you off, Google is offering a $50 Google AdWords® credit1 free if you sign up through QuickBooks! Google AdWords® gives you total control of your Google advertising campaign, including what your ads say, the geographic locations and service areas in which your ads appear, and your budget and spend levels. Your budget can be changed at any time. You can update your campaigns and change their messaging as often as needed. You can start, pause, stop and resume your advertising whenever you like. 1 Terms and conditions of the offer: Google terms & conditions apply. Terms, conditions, pricing, features and service options subject to change. Valid only for new Google AdWords customers with self-managed sign up. Advertisers will be charged an activation fee (currently $5). Advertisers will be charged for advertising that exceeds the promotional credit. Advertisers will need to suspend their ads if they do not wish to receive additional charges beyond the free credit amount. Subject to ad approval, valid registration and acceptance of the Google AdWords Program standard terms and conditions. The promotional credit is non-transferable and may not be sold or bartered. Offer may be changed or revoked at any time for any reason by Google Inc. One promotional credit per customer. The advertising credit is only available for accounts created through the designated URL provided as part of this promotion, in accordance with the terms of this promotion. Advertised amount valid only for U.S. advertisers whose credit card (or other valid billing instrument) billing address is in the United States. With Google AdWords®, you are only charged when someone clicks your ad, not every time it’s displayed. The cost-per-click pricing starts as low as 1 cent and goes up to whatever you feel comfortable spending. Keyword-targeted ads are ranked on search result pages based on their maximum cost-per-click (CPC) and Quality Score on Google.com. You set the maximum cost-per-click that you’re comfortable paying. The Quality Score is determined by the keyword's performance history on Google: its click-through rate (CTR), relevance of ad text, historical keyword performance, landing page quality, and other relevancy factors. Google AdWords allows you to specify what search terms will trigger your ad to display. For example, if you own an Italian restaurant, you can include “Italian” and “restaurant” in your description. You can also include “lasagna”, “ravioli”, “pasta”, “pizza”, and other terms to get your ad to display as much as possible. Google AdWords® FAQ • Are there any other fees associated with Google AdWords? There is a $5.00 activation fee to begin using AdWords. This $5.00 is not part of the $50 offer, but it will be credited back if you sign up for the program through QuickBooks. • Is there a minimum amount to spend on Google AdWords? There is no minimum that you are required to spend. You set your own budget and the maximum amount you are willing to pay per click (cost-per-click). These amounts can be changed at any time to fit your changing business needs. • How can I make my ad appear more often on search result pages? The ad’s display frequency is determined by the maximum cost-per-click that you set, as well as the quality score. If you raise the maximum cost-per-click, then that will affect your ad’s frequency. The quality score is affected by the relevance of your ad to what is being searched. Therefore, if you include more keywords, that will also affect the ad’s frequency. For more information on Google AdWords, go to http://adwords.google.com/support