Becoming a GACP (Google AdWords Certified Professional) Part 1
I have discussed becoming a GACP (Google AdWords Certified Professional) in a previous post, so feel free to check it out. I have decided that I am committed to adding this certification to my resume and have started watching the videos in the Google Learning Center.
I have finished the first section and for the most part it was pretty strait forward… until it got to the section on calculating the actual amount you have to pay per click based on your minumum and maximum bids per keyword. I had to watch that one video section at least 5 times to fully get a grasp on the pay model. All formulas and math asside, the bottom line is that the amount you “actually” have to pay is largely determined by a “Quality Score” variable that google assigns you that A. you have no control over, and B. is never actually shown to you.
So bottom line is that Google does what it wants, and you really have no control of how the system assigns you a price per key word. The only thing that saves you is that you can set a budget so you don’t have to pay more than you can afford. Obviously, if the advertising works, then your gonna pay what ever the price is, so long as you can still turn a profit, but that’s what happens when one player has control over 80% of the market.
Anyway, below are my notes on the “Introduction To Adwords” with the most difficult of the video lessons at the very bottom.
Notes from Google Learning Center:
CPC: Cost per click (Charged per click/redirect to your website)
CPM: Cost Per Impressions (Charged for every 1000 times your ad is displayed)
CTR: Click Through Rate (Clicks divided by Impressions x100 = %) Targeted Relevant Advertising will give you the highest CTR.
Quality Score = CTR, keyword ad relevance, landing page… [you can only control CTR] (the higher the quality score the lower your CPC)
Benefits of Google AD Words:
Reach: 80% of internet users, global presence, thousands of partners (Ad distribution)
Cost: No minimum spend, choose maximum limit, pay only when users click on your ad.
Timing: Continuously matched to Internet users interests, during buying time.
Flexibility: See your ads in 15 minutes, change your ads whenever you like, target by location and language.
Link Policy:
Display URL: Must include the .dot ext, cannot be an email address (www and http;// can be omitted) must match the main portion of the destination url, no offensive language.
Destination URL: Must link to a working site, not under construction, not require visitors to download software, BACK button must not be disabled, no additional pop up or pop under windows allowed.
Affiliate Policy: One ad sharing the same URL per affiliate
Editorial Policy:
• Use correct spelling
• Punctuation should not be repeated two or more times in a row,
• No “!” in the first line of the ad text
• Only one “!” per 2 to 3 lines is acceptable,
• No substituting symbols, numbers, or letters for words
• Caps on First letter of each word are allowed, but not ALL caps to emphasize the ad.
• Use correct grammar.
• No word repetition of three or more times in a row.
• Cannot contain offensive language
• “Click Here” is not allowed in ad text.
• Google, Froogle, Gmail, Orkut, Urchin, keyhole, and PageRank are Google trademarks and are not allowed in ad text.
• Superlative Claims cannot be displayed, unless verified by a NON affiliated third party.
• Competitive Claims must be supported on your landing page by a NON affiliated third party.
• Prices must be accurate but does not have to include shipping and tax.
• All discounts must be visible within 1-2 clicks of the landing page.
• FREE offers must be supported within 1-2 clicks of the landing page.
Image Ads Policy:
• Same policy as text ads
• Clear and readable, text must be legible.
• No mock animated features, drop down menus, error messages, dialogue boxes.
• Must fit the image size selected, no reping, upside down, or reverse ads.
• Can Not include a display url, feedbak link, or “ads by google” designation
• No adult material, sexual themes, or inappropriate languages (MUST be family safe)
• No strobe or flashing images, no computer mimic, no prizes for clicks, etc.
Invalid Click Reporting:
https://adwords.google.com/support/bin/request.py?clickquality=1
Paying for ad words: $5 sign up, daily budget determines the max amount you are spending per day.
Ad Position: is based on RANK NUMBER = CPC Bid x Quality Score – higher score puts you toward the top.
To determine your position based on the image above:
A: The rank of the slot below (6.5) divided by A’s quality score of 18 = 36 then add one cent to get .37
B: The rank of the slot below (3.8) divided by B’s quality score of 10 = 38 then add one cent to get .39
C: The lowest ad just gets the minimum per ad. (Usually the minimum bid for that keyword)
You only pay the CPC necessary to have a rank number higher than that of the next lowest ad.
To find the position your ads are likely to appear, use the traffic Estimator tool in your campaign section (click MAX CPC).
