Google AdWords™ For Dummies®, 3rd Edition

Index

• Numerics •

1-per-click column, Google AdWords Campaigns tab, 104, 108–109

80/20 principle, 224–225

• A •

A/A split test, 297–299

A/B split test, 297

abbreviations, 158

accessing Google Website Optimizer, 297

Account Access subtab, Google AdWords My Account tab, 34

accounts

activating, 34–36

ads

receiving no impressions, 36–37

when accountholder cannot see, 37–38

All Online Campaigns view

average CPC, 45

average position metric, 45–46

budget for campaigns, 42

clicks, 43–44

cost, 45

CTR, 45

impressions, 44

names of campaigns, 41–42

overview, 41

status of campaigns, 42–43

bulk changes to

ads, 192–194

keywords, 192

overview, 192

Campaign Management tab, 39–40

campaigns and, 30–33

cloning for expansion of, 319–321

Display Network row, 51

expansion of, 318

Individual ad group view

Ads tab, 48–50

Keywords tab, 48

Networks tab, 48

overview, 47

writing second ad, 50

Individual Campaign view, 46–47

opening new, 27–29

outlining

overview, 118

writing ads and choosing keywords, 120–122

overview, 27, 39

statistics of, 188–189

suspending, 73

accurate bid management, 319

acronyms, 158

action

ASIDA formula, 178

call to, 152

motivating

overview, 148–149

selling cycle states, 150

story of prospects, 149

Action stage, ASIDA, 178

Action state, AIDA, 150

action words, 152

active campaigns

ad groups, 127–129

adjusting campaign settings, 123–126

multiple ad groups, 129–131

overview, 123

Active Server Pages (ASP), 107

Active status campaign, 43

actual search terms

building negative keyword list ...