The AdWords user interface is organized into three sections: top navigation, left sidebar, and middle pane.
Spend some time getting used to the interface, keeping in mind that AdWords changes frequently. If you login on a regular basis you can keep up with changes as they roll out.
The top navigation, from here on referred to as “tabs” is shown in Figure 4-1.
The top navigation includes six sections: Home, Campaigns, Opportunities, Tools and Analysis, Billing, and “My account.” Let’s take a look at each section.
This tab, shown in Figure 4-2, provides a snapshot view of the account, including important metrics, alerts, and customizable data points called modules.
The first two modules, “Alerts and announcements” and “Performance graph,” cannot be moved or removed. The performance graph provides a visual representation of a metric. The graph displays fluctuations over time to help identify performance dips and spikes. Change the graph to review and compare different metrics, including clicks, impressions, CTR, average CPM, cost, average position, and various conversion metrics. For example, you might want to compare cost to average position, or average position to conversions.
Below these modules, customize the page to display data you care about. AdWords provides default modules, including “Keywords below first page bid.” Customize the visible modules by clicking the “Customize modules” link at the top left side of the page, then select or deselect modules.
Rearrange modules on the page (see Figure 4-3) by clicking and dragging the dotted icon in the left corner. The icons in the right corner allow you to customize the number of visible data rows, select metrics to display, and minimize or remove the module.
Another important item to note: The data displayed in AdWords is specific to a time frame. Figure 4-3 shows the time frame, displayed in the top right corner. Time frame can also be set in the Campaigns tab.
To change the visible time frame, click the down arrow icon to select the desired option. Presets include:
Today
Yesterday
This week (Sunday–Today)
This week (Monday–Today)
Last 7 days
Last week (Sunday–Saturday)
Last week (Monday–Sunday)
Last business week (Monday–Friday)
Last 14 days
This month
Last 30 days
Last month
All time
Select the option labeled “Custom date range” to create a specific time frame (see Figure 4-4). The drop-down menu changes to two date boxes. Click a box and a calendar appears. Use the arrows to navigate to the desired month, then click the desired date. Once the start date and end date are selected, click the Go button to see the custom view.
Tip
When discussing an AdWords account with someone viewing the account on a different computer, you might see different data. The usual culprit is time frame. If you are viewing data for the last seven days and she is looking at data for all time, you will see different numbers.
This tab contains the “meat” of the AdWords account, including campaigns, ad groups, keywords, ad extensions, and placements. The majority of day-to-day account management happens here. There are two ways to navigate within the campaigns tab: the left navigation pane, called the tree view, and a secondary navigation bar above the middle pane, called roll-up tabs.
If an AdWords account has more than one campaign, a vertical navigation area called the tree view appears in the left column. As you see in Figure 4-5, this view displays a link for “All online campaigns.” Folder icons appear beneath, each representing a campaign. Click a folder icon to see a list of ad groups associated with that campaign. To view a specific area of the account in the middle pane, click the corresponding name in the tree view.
Minimize or fully display the tree view by clicking the double arrow icon at the top right corner.
Once a campaign or ad group is selected in the tree view you can work within that selection. To do this, use the roll-up tabs above the middle pane shown in Figure 4-6. Each roll-up tab changes the data displayed in the middle pane.
Default roll-up tabs include the following:
- Campaigns
View data at the campaign level; create additional campaigns within the account
- Ad groups
View data at the ad group level; create additional ad groups within a campaign
- Settings
View settings for each campaign (only accessible when a single campaign is selected on the tree view)
- Ads
View data at the ad creative level; add, edit, or delete ad creative
- Keywords
View data at the keyword level; add, edit, or delete keywords; add negative keywords; view the Keyword Details report
- Dimensions
View and segment performance by the dimension of your choice across a campaign, ad group, or the entire account (for example, view statistics by month, hour, or geographic region in a single report)
- Display Network (optional, but on by default for campaigns opted in the Display Network)
View data at the placement level; add or exclude placements and manage placement bids
Optional roll-up tabs include the following:
- Ad extensions
Automatically displays when an ad extension is enabled
- Auto targets
View data for product listing ads served via Google’s Merchant Center
Let’s look at each roll-up tab in more detail.
The Campaigns roll-up tab is visible when “All online campaigns” is selected from the tree view. This option displays all campaigns in the account, providing a nice summary of your account. The view can be set to display all campaigns, all enabled campaigns, or all but deleted campaigns.
First, you can see the daily budget per campaign, with a total daily budget at the bottom. Each campaign has a status - there are seven status options. “Eligible” means everything is in good shape, and your ads can show (it’s not a guarantee they will show, they still have to compete in the AdWords auction).
A campaign can be “paused,” “deleted,” or “ended” (interesting to note, you can reactivate a deleted campaign, so this status is essentially the same as paused). “Pending” means the campaign isn’t running now, but is scheduled to run at a future date. If you opted to use the prepaid billing option, the campaign status is “suspended” if the prepaid balance runs out. Last, campaigns can be “Limited by budget.” That’s essentially the same as eligible, but AdWords is letting you know you could spend much, much more.
Other useful information displayed includes the default maximum cost per click, the number of clicks, impressions, clickthrough rate (CTR), average cost per click, and average position. See more information by clicking the “Columns” link, found beneath the roll-up tab bar. From here, select additional columns to see performance data, conversion data, phone call details, competitive metrics and attributes (labels).
Tip
Each roll-up tab includes the “Columns” link with different options for customizing the view.
Another handy feature: the performance summary graph. This graph is a visual
representation of the campaign performance over a period of time. It can be customized
to display various metrics, like clicks, impressions, clickthrough rate, cost, average
position and how they change over time. You can also compare metrics. To customize the
graph, click the performance summary graph button 
next to the “Columns” link, shown in Figure 4-7. The graph is available for the Campaigns, Ad
groups, Ads, Keywords, Dimensions, and Display Network roll-up tabs.
The Campaigns roll-up tab is also the starting place for creating new campaigns.
To begin, click the button labeled “+ New campaign” 
, found below the performance summary graph. You have many
campaign setup options, including Default (ads show everywhere), Search Network only
(ads show on Google search and the Search partners), Display Network only, Display
Network only (remarketing), Search and Display Networks (mobile devices).
You can always change campaign settings later. You may notice two additional campaign options: online video and TV campaigns. These campaigns are for running video content on YouTube.com and television. This book’s focus is online campaigns.
Let’s cover one more roll-up tab tool, the filter. Filters are handy for identifying high and low performers across the account. You can narrow visible data by text search, status, and performance criteria. The feature is available for all roll-up tabs except Settings.
To streamline account management, create saved filters for frequently used views. To create a filter, click the “Filter” link below the roll-up tabs. Here are some ways to use filters:
From the Campaigns roll-up tab, use a filter to display all campaigns where the average cost per click is greater than or equal to
[insert your number]See this example in Figure 4-8.From the Ad groups roll-up tab, use a filter to display all ad groups where the total conversion value is less than or equal to
[insert your number].From the Ads roll-up tab, use a filter to display all ads where the average position is worse than
[insert your number].From the Keywords roll-up tab, use a filter to display all keywords with a Quality Score equal to
[insert your number].
Saved filters are module options on the Home tab. To set it up, check the “Save filter” box and give it a recognizable name. On the Home tab, click “Customize modules.” The saved filter appears in the list of options.
Tip
Use the search box below the roll-up tabs to find words and phrases. This is essentially the same as running a filter for that text.
The Ad groups roll-up tab is visible if you select “All online campaigns” or an individual campaign from the tree view. This tab displays all ad groups in the account or the selected campaign. Similar to the Campaigns roll-up tab, it displays a status for each ad group.
Ad groups have additional status options. “Incomplete” status means ads can’t run because the ad group is missing critical components like keywords or the ads. Ad groups are subject to the status of the parent campaign. If an enabled ad group cannot show ads because of its campaign, you see a status messages like: “Campaign paused,” “Campaign deleted,” “Campaign ended,” “Campaign suspended,” or “Campaign pending.”
In addition to the metrics available for campaigns, the Ad groups roll-up tab displays the default maximum CPC, the Display Network maximum CPC and the Max CPP.
New ad groups are created from the Ad groups roll-up tab. To begin, click the
button labeled “+ New ad group” 
, found below the performance summary graph.
The next button is labeled “Edit.” Start by selecting check boxes next to ad groups you wish to edit. Select all rows by checking the box at the top of the header row. Now, the Edit button becomes active and you can make changes, inline, to all selected ad groups as shown in Figure 4-9. Or, skip this step and click directly on the columns and rows you want to edit as shown in Figure 4-10. With inline changes, edits happen one-by-one.
Similarly, you can change the status for each ad group individually or make bulk changes using the “Change status...” button shown in Figure 4-11. This button becomes active when an ad group’s checkbox is selected. Status options include Enabled, Paused and Deleted. Each option is color coded for easy identification.
Figure 4-11. To make a bulk status change, select multiple ad groups, then choose the desired status
Another useful feature is “Alerts,” found in the navigation bar below the performance summary graph. Alerts are available in Campaigns, Ad groups, Ads, and Keywords roll-up tabs. You can create and manage custom alerts based on events significant to the account. For example, you might want an alert when 75 percent of the daily budget has been spent, as in Figure 4-12, or when the average position drops below four. Alerts display messages in the account interface or send email when specified conditions are met. Alerts can monitor the account daily, weekly or continually (every few hours).
Note
The AdWords interface rolled out a facelift during the week of June 18, 2012. Most functionality seems the same. However, the custom alerts feature no longer works. If you had existing alerts, they are still there, but as of this printing you cannot create new alerts. AdWords engineers typically address bugs quickly, so this may be resolved soon. The screenshot in Figure 4-12 shows the previous interface.
Settings are applied at the campaign level. To access this roll-up tab, select “All online campaigns” or an individual campaign folder icon from the tree view. From here, you view and manage campaign settings. Settings govern high level campaigns decisions; Chapter 5 covers this topic in detail. Let’s move along to the next roll-up tab.
The Ads roll-up tab displays all ad creative associated with the campaign or ad group selected in the tree view. Like previous tabs, you can edit ads inline, create new ads, change status, and create custom alerts.
Let’s look at another useful feature, labeled “Automate.” The Automate button leads to an AdWords feature called automated rules. Automated rules save time by scheduling automatic changes based on specified criteria. So, how can you use them?
- Scheduling
Turn campaigns, ads groups or ads on or off on a schedule or for promotional events.
- Pause low-performers
Pause low-performing campaigns, ad groups, ads, and keywords.
- Bid adjustments
Adjust bids for keywords based on cost per conversion; change bids for a desired average position; raise bids to show ads on the first page; bid scheduling (e.g., a higher bid during certain hours of the day).
- Control budgets and cost
Budget scheduling (e.g. higher budget on certain days of the week); pause campaigns that have spent a certain budget partway through the month; increase the budget for campaigns that convert well (using cost-per-conversion data).
AdWords allows up to 100 rules per account. Let’s set one up.
Start by finding the Automate button, on the navigation bar below the
performance graph 
.
Automate is available for Campaigns, Ad groups, Ads, and Keywords roll-up tabs, each with different sets of applicable rules. In the Ads roll-up tab, you can pause or enable ads based on criteria you set. In this example, let’s pause ads when the cost per conversion exceeds $50. The rule runs once per week, considering conversion data from the past 30 days. Give the rule a name to identify it, and set it to email a notification every time it runs. It looks like Figure 4-13.
Automated rules have the potential to make significant changes to the account. It’s important to be thoughtful and thorough when setting them up. Be sure to preview the rule before you save it. Figure 4-14 shows what the rule would change if it ran now.
To view rules in the account, look under the tree view for a separate section labeled “Automated rules.” From here you can edit, pause and delete existing rules (but you can’t create new rules). You see a log of activity showing which rules ran, when they ran, and what changed, If a rule runs afoul, this is the area to fix it. To revert, click the “Undo...” button in the Logs table. You can undo the most recent changes made by each rule, and backtrack, undoing each set of changes one by one. There is no “redo.” Take a look at this section in Figure 4-15.
Tip
To learn more about automated rules, including popular examples, visit the AdWords Help Center http://goo.gl/q1DND
The Keywords roll-up tab includes two sections: keywords that trigger ads, and keywords that prevent ads from appearing, called negative keywords. The interface separates these two types to simplify management.
Like the previous roll-up tabs, the Keywords tab includes a performance summary graph and features like add, edit, alerts, and automate. This topic merits a separate chapter; Chapter 6.
Before moving on, let’s cover one additional feature: Labels. You can create labels from the roll-up tabs, or in the Labels section under the tree view.
Labels enable the creation of custom groupings in the account. Consider an account with several campaigns and different geotargets. Each campaign has the same set of keywords, but statistics are only viewable campaign-by-campaign. To see how identical keywords perform across multiple campaigns, create a label to group them into a set.
Let’s say you want to compare the performance of branded keywords and competitor keywords. Start by creating labels for each category, as shown in Figure 4-16.
Now, select the keywords from the account and apply the appropriate label as shown in Figure 4-17.
Once labels are created and sections of the account tagged you can generate reports. Let’s move on to the next roll-up tab, Dimensions, to learn more.
The Dimensions roll-up tab lets you create custom views across an ad group, campaign, or the account. This feature makes it easy to compare performance across campaigns. There are many dimensions available, including time, day, geographic location, search terms and more. Labels can be viewed as dimensions, as shown in Figure 4-18. This report shows that branded keywords out-perform competitor keywords.
If you do not need to compare data across campaigns, another option for viewing a performance breakdown is the “Segment” link shown in Figure 4-19.
Segments are available for campaigns, ad groups, ads, or keywords; the options vary depending on what roll-up tab is viewed. Example segments include:
Campaign data by network, click type, device, and experiments
Ad group data by day, week, month, quarter, year or day of week
Keyword data by search term match type
Use this data to optimize campaigns. For example, if performance differs significantly on a network, device, keyword, or day of week, make adjustments to capitalize on profitable traffic and filter irrelevant traffic.
The Display Network roll-up tab manages ads on the Google Display Network. It shows which websites, web pages, mobile apps, and more—called placements—your ads appeared on. In 2012, the interface changed to group Display Keywords, Placements, Topics, and Interests & Remarketing tabs under this tab.
Chapter 9 covers Google Display Network features.
The “Ad Extensions” roll-up tab provides access to different extensions—or add-ons—for your ads. Extensions include location extensions for displaying address information with ads; call extensions for displaying trackable phone numbers with ads; sitelinks extensions for displaying additional links below text ads; product extensions for connecting AdWords with a corresponding Google Merchant Center account; social extensions to connecting with a Google+ page, and mobile app extensions, which can target visitors in an App Store (like Google Play and the Apple App Store).
To access this roll-up tab, look for the gray shaded box beneath the roll-up tabs, in the left corner. Click the arrow and select the extension you wish to view. The middle pane changes to reflect the extension you wish to work on. Check out Figure 4-20 to see how it looks in an AdWords account.
Chapter 8 covers ad extensions in more detail.
The Autotargets roll-up tab is applicable to eCommerce websites that list products in Google’s Merchant Center. This tab provides a way to display product images on Google’s search results pages. There are two types of associated ads: product listing ads and product extensions.
Product listing ads show a product image, title, price, and the business name, as shown in Figure 4-21. This format is available in the United States, U.K., Germany, and France. This standalone ad format targets is designed to connect shoppers directly with appropriate products. All information displayed in ads is pulled from the Merchant Center account.
To show product listing ads, you must link your AdWords account to a Google Merchant Center account. You can target specific sets of products from the Merchant Center with AdWords campaigns. AdWords compares search queries with the product attributes assigned in the Merchant Center. Ads are ranked on bid, relevancy to the search query, and historical performance. Like standard ads, you are charged on a cost-per-click basis, based on bids defined at the ad group level or for particular product targets.
Product listing ads are managed through an optional roll-up tab labeled “Auto targets” (Figure 4-22). Auto targets allow you to specify which Merchant Center products are eligible for display and to set specific bids for each target. Auto targets support filters, to exclude particular products from your feed.
Tip
To learn more about setting up product listing ads, visit the AdWords Help center at http://goo.gl/nvxfL. You will see detailed documentation for setting it up, including instructions for creating a product feed and the required product attributes to be eligible for product listing ads.
The second option for showing images on Google search results pages is called product extensions. This is not a standalone format; images are shown with a standard text ad. Unlike product listing ads, which are shopper-focused, product extensions are merchant-focused, designed to give searchers a sense of the advertiser’s products.
If you connect your AdWords account to a Merchant Center Account, both types of ads are eligible to run. To use product listing ads without enabling extensions, remove all keywords or text ads from the campaign. Why? Because product extensions appear with regular text ads that trigger on keywords. Ads and keywords are irrelevant for product listing ads, which use information from your data feed in the Merchant Center account.
Chapter 8 covers product extensions in detail.
The Opportunities tab provides three optimization tools: Ideas, Campaign bid simulator, and Analyze competition. The default view is Ideas, and the others are accessed from the tree view. Let’s take a look at each.
Ideas are automatically generated by the AdWords software every two weeks. If you check back periodically there are new suggestions based on activity from the last time period.
First, specify the optimization goal from the drop-down menu. There are three options: Increase traffic, Balance cost and traffic, and Maintain or decrease cost. If you select Increase traffic, the suggestions should increase the number of clicks, but costs may increase significantly. The second option offers a middle ground, with suggestions that can increase the number of clicks without large budget changes. The third option offers suggestions for improvements within the existing budget.
Next, select the type of suggestions to view: bids, budgets, sitelinks, or keywords,
displayed as green tabs like this 
.
The Bids and Budgets tabs presents a list of campaigns and ad groups that could benefit from changes to the daily budget or max CPC bid. It suggests a new (higher) amount and indicates how many additional clicks the ad group can expect from the change. Clicking a specific suggestion displays a detailed breakout of the potential impact of the idea, shown in Figure 4-23. The chart and graph show estimates of how different bids and budgets would impact the number of daily clicks, cost, and cost per click. You can change the campaign budget from this screen.
The Sitelinks tab shows a list of campaigns that are eligible to show sitelinks, but don’t have them. It shows a preview of what the ad would look like if sitelinks were added and an estimate of the additional cost and clicks.
The Keywords tab provides lists of potential new keywords by ad group. You see estimates for cost, impressions, and clicks the account could expect if the keywords are added. Similar to the Budget ideas option, click a suggestion to get more detail, including a list of the suggested keywords, potential cost, clicks, and competition. You can select some, all, or none of the suggestions.
Warning
Remember, these suggestions are created by an automated system, and may not be appropriate for your business. Do not add ideas without carefully reviewing first.
If you are unsure about a proposed idea, try an experiment. Take a look at Figure 4-24. You see a checkbox labeled “Not ready? Run experiment.” below the keyword suggestions. Checking this box automatically applies the selected keywords to 50 percent of the ad traffic. The experiment can run for as little as seven days; the maximum duration is 90 days.
You see experiment results in the Ideas section. If the results are good, apply the ideas to the account at any time. If results are poor, delete the experiment. Be sure to monitor progress; if you do not delete it the experimental keywords go live at the conclusion of the experiment.
The bid simulator provides estimates showing how bid changes can impact traffic. It’s neat because it essentially recreates the auction from the past week, showing what might have happened if bids were different. The tool uses data from the past seven days on the Search Network only, not the Display Network. Figure 4-25 shows how traffic would change based on a max CPC changes ranging from -50 percent to +300 percent.
You have two ways to view the data: bid scaling or campaign-wide bid. Bid scaling simulates what could have happened if all bids had been changed by a specified percentage. Campaign-wide bid simulates what could have happened if all keyword bids were removed and all ad group bids were set to a single value. You can download the data as a .csv file by clicking the “Download simulation data” button. To implement a bid change, select the desired radio button and click “Apply now.”
One frustration: often you will not see suggestions. The most common culprit is budget. If a campaign hits (or comes close to) the daily budget at any point in the last week, you won’t see estimates. Other reasons suggestions won’t appear: the simulator doesn’t work with campaigns using automatic CPC bidding or Conversion Optimizer; campaigns with advanced ad scheduling; campaigns without enough data, and ad groups that use keyword-level bids.
The Analyze Competition tool shows how your account performs compared to other advertisers. The report is broken down by specific categories and subcategories, comparing performance based on impressions, clicks, clickthrough rate, and average position. You can’t see raw data, but the report provides a competitive range bar, broken into five segments. The reports shows—by metric—whether the account ranks in the top, middle, or bottom of the competitive range. Figure 4-26 shows this advertiser is at the top of the competitive range for impressions in the Vehicles category.
Clicking the main categories displays subcategory breakdowns. At the end of the line, you reach a list of the most common search queries from the category that triggered ads. Based on the statistics, you can add the queries as positive or negative keywords.
The “Tools and Analysis” tab shown in Figure 4-27 does not have a standalone section, but provides access to important AdWords tools. These include:
Change history
Conversion Tracking, covered in Chapter 12
Google Analytics, introduced in Chapter 12
Website Optimizer (available until August 1, 2012; relocating to Google Analytics after that date)
Keyword Tool, covered in Chapter 6
Traffic Estimator, covered in Chapter 11
Placement Tool, covered in Chapter 9
Contextual Targeting Tool, covered in Chapter 9
Preview and Diagnosis
Let’s take a look at some of the tools available in this section.
Change history, shown in Figure 4-28, shows a comprehensive list of account changes, broken down by date. Adjust the view to see all changes, or changes to budgets, cost per click, keywords, status, distribution (networks), targeting (geotargets), and ads.
You see who made the change, with a time and date, by campaign and ad group. The Changes column provides details, including what keywords were added and deleted from the account. This tool includes a performance summary graph to compare performance shifts to changes made on particular dates. This tool is one of the first places to start for account diagnostics.
Tip
If multiple people work on the same AdWords account, it’s a good idea to create unique logins for each person. That way, you can track who made changes. If you hire an agency to manage your AdWords account, use this tool to monitor changes they make on your behalf.
The Ad Preview and Diagnosis tool, shown in Figure 4-29, shows a preview of a Google search results page. You can specify the Google domain, language, location, and targeted device. Then, it tells you whether your ads are triggering on the test search query.
Below, you see a Google search results page, with a “Preview” step and repeat watermark in the background. If your ad appears, it’s highlighted in green.
One big advantage of the tool is that it does not accrue statistics, so you won’t inflate impressions and hurt CTR. One downside: clicking the ads does not take you to the landing page. So, you can read competitors’ ads, but you can’t visit their websites from this tool.
Figure 4-29. The Ad Preview and Diagnosis tool shows whether your ad appears on Google, without accruing statistics
Tip
This tool is available externally at http://goo.gl/K21xf. Unlike the version in AdWords, the external tool does not show data specific to an AdWords account.
This Billing tab includes three sections: Transaction History, Billing settings, and Billing profile. Let’s take a look at each.
The Transaction history, shown in Figure 4-30 shows a list of every charge, including the date, the number of clicks, debits, credits, and balance. From this section, you can do the following:
Make a payment
Add a promotional code (click the “More actions” button)
View transactions by cost, earnings, payments, adjustments, and taxes
View detailed report or a summary of activity
Export data as a .csv file
See charges campaign-by-campaign by clicking rows labeled “Campaign activity”
See a printable receipt by clicking rows labeled “Payment”
See refunds/adjustments applied to the account
Billing settings, shown in Figure 4-31, display the following:
Account details (the payee and the nickname for the account)
Your selections, which includes the payment method and form of payment
From here you can change your billing method and add or edit credit cards or bank accounts. Chapter 11 covers billing in more detail.
In the billing profile, shown in Figure 4-32, you can edit the billing name, address, and phone number.
The “My account” tab includes three sections: Account access, Notification settings, and Preferences. Let’s take a look at each.
This area, shown in Figure 4-33, provides a summary of who can access the AdWords account. From here you can:
See a list of users with access to the account, when the last logged in, and the access level.
See if the account has an associated client manager, when the account was linked, and the access type.
Invite others to access the account.
The Notification settings section, shown in Figure 4-34, shows the email address where account notifications are sent and notification preferences. Notifications are categorized like this:
Billing alerts
Disapproved ads and policy alerts
Campaign maintenance alerts
Reports
Customized help and performance suggestions
Newsletters
Google market research
Special offers
You cannot opt out of the first three notifications, but you can reduce email from AdWords by changing the status from “All” to “Only critical.” The other categories can be changed by clicking the notification setting. For example, to stop Special offers emails, click the “Yes” status which reveals a drop-down menu. Now, change the value to “No” and the account is opted out of that notification.
The final section, labeled Preferences, looks like Figure 4-35. Preferences is an eclectic group. First, it shows the time zone associated with the account. This cannot be changed once the account is created. If you use ad scheduling, it’s important to note the account’s time zone.
The second section, labeled Tracking, lets you turn auto-tagging on and off. Auto-tagging automatically tags ad destination URLs with tracking information required to see AdWords data in Google Analytics reports. If you don’t see AdWords data in the reports this is the first place to troubleshoot.
The third section provides a link to Google’s Advertising Program Terms.
Now that you’ve made it through this chapter, login to your AdWords account and explore for a while. Once you’re comfortable with the user interface, campaign management becomes much easier. Keep in mind that the interface changes frequently, so do not be concerned if the screenshots in this book don’t perfectly match what you’re seeing. I manage 50+ accounts, and I usually see interface differences across many accounts. Things move and colors change, but the functionality usually remains the same.
The next chapters cover information you need to be successful within this system.
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