PPC management agencies offer many different pricing models. Most agencies charge between 10-25% of your ad spend, and the industry standard rate is 15% of ad spend. Some offer fixed price packages, those package prices are usually based on an ad spend limit that works out to be about the same as industry rates. It's generally a good idea to go with an agency that charges close to industry standard rates, if they are lower they will need to cut corners to stay within the fee budget which tends to affecting the quality of your service, and if they charge too high it eats the majority of your profits. In my opinion, it is also better to go with an agency that offers variable rates rather than fixed, else they have a built-in incentive to limit the growth of your business to keep their own expenses within the fixed fee. In the interest of full disclosure, I operate an advertising agency so I will recuse myself from recommending a specific agency. Advertising your business is essential and is not something to take lightly. Not all people or even agencies have the same knowledge levels. It's all about results. It may be worth to spend 20% instead of 10% if the more expensive one produces much better results.

1. Are your performance evaluation standard templates? Even though we do assess your Google AdWords campaigns based on certain factors, most evaluations touch on different topics every time. Furthermore, each evaluation is performed live, so you’re free to ask any questions you have in mind and the Digital Media Advisor will always contribute with something new. We therefore do not have standard templates where we build our Google AdWords evaluations. 2. Are there any hidden fees associated with the evaluation? No. The Google AdWords evaluation is 100% free of charge. Furthermore, in Jason Team we have stripped all unnecessary administrative steps, which means we charge clients upfront on a monthly basis. This has the added benefit that we will never come after-the-fact and ask you for more money. 3. How do you get access to our Google AdWords account? As a digital marketing agency we use Google’s Multi Client Centers (MCC) to gain access to advertisers’ Google AdWords accounts. This works by you sending us your 10 digit Customer ID. With this ID we can send you an invitation to join our MCC and gain access to your Google AdWords account. The benefits of using this type of access is that you can always remove our access. Furthermore, with this type of access no login information passes hands and we don’t have access to your billing information. 4. Will you make any changes to my Google AdWords campaigns? We always guarantee that we will not make any changes to your Google AdWords campaigns during the evaluation. First of all, we do not work for free and it would be against common sense to make changes to your Google AdWords campaigns without being paid for it and against your will. Secondly, you can always revise and revert any change in your Google AdWords account using the Change History tool.

Bidding features on the Display Network

When you advertise on the Display Network, you can set your bids in different ways in your campaign. 

●Default bids: If you don’t have a custom bid for when your ad appears in a placement that matches your targeting, AdWords will use your ad group default bid.

●Custom bids: If you've enabled custom bids for a single targeting method, for example, topics, AdWords will use that bid when your ads show on websites related to that topic.

●Bid adjustments: To gain more control over when and where your ad is shown, you can set bid adjustments at the campaign and ad group level.

Learn more about setting campaign-level bid adjustments»

Custom URLs

If you're using automated bidding, you can specify unique landing page 

URLs for a targeting method in your ad group. You can set custom URLs on only one targeting method within each ad group.

How bidding options interactWhen your ad is eligible to show on the Display Network, AdWords will first check for a custom bid. 

If you’ve a relevant custom bid set for a targeting method, this’ll be used in the ad auction. If you don’t have a relevant custom bid set, AdWords looks for the default bid. The ad group bid is used as the default bid.

Bid adjustments are applied after the initial bid is set.

 Learn more about bidding features on the Display Network»

Using the AdWords Ad gallery

The Ad gallery, formerly known as the display ad builder, is an ad-creation tool that offers various display ad formats in different categories, such as image ads, dynamic ads, engagement ads and video ads, in any of your campaigns on the Google Display Network.

Here are some benefits of using the Ad gallery:

1.Differentiated products and services: Use images of your products, colors that match your brand, and your logo to encourage people who see your display ads to click on them

. 

2.More effective campaigns: Use display ads to drive higher click-through rates and overall conversion volume on the Google Display Network. 

3.No-cost ad templates: Test various messages, color schemes and images, at no cost. 

4.Customizable ad styles: Create a custom ad in as many sizes and variations as you like, and you'll only pay for ad clicks or impressions on sites across Google's Display Network.

5.Industry-standard ad templates: Create ads with a clear call-to-action button and 2 to 4 lines of prominently displayed text

Learn more about using the AdWords Ad gallery»

Structuring your AdWords account

Good account organization helps you to make changes quickly, target your ads effectively and, ultimately, reach more of your advertising goals. 

Top three tips for structuring your account

1.Organize your campaign to mirror your website 

2.Create separate campaigns for multi-region advertising 

3.Use AdWords Editor to manage your campaigns

Learn more about structuring your AdWords account»

Before you create your ad campaign, take a few moments to get familiar with these essential AdWords terms and concepts:

●Campaign
●Ad group
●Keywords
●Budget
●Bidding

How to choose your campaign settings. Watch this video»

Understanding your campaign settings

The campaign settings you select will apply to all ads within the same campaign.
The type of campaign you choose determines which settings are available to you.

The settings cover three basic areas related to your ad:

●How much you’ll pay by setting your budget and bid (you can always adjust them later)
●What, besides text and a link, to include in your ad using ad extensions
●Where you want your ads to appear using settings for geographic locations, languages and placement on the web (called Networks)

About ad groups
An ad group is made up of a set of keywords, ads and bids.
 Each ad campaign consists of one or more ad groups.
Ad groups allow you to group your keywords with the most relevant ads.
This helps to ensure that you show the most relevant ad when someone searches for a particular word or phrase.

Understand how your  AdWords account is structured

AdWords is organized into three layers: account, campaigns and ad groups
.
1.Your account is associated with a unique email address, password and billing information
2.Your ad campaign has its own budget and settings that determine where your ads appear
3.Your ad group contains a set of similar ads and the words and phrases, known as keywords, that you want to trigger your ads to display
Learn more about how to create an AdWords campaign to reach the right customers»

Create an effective mobile site

When designing your site, keep in mind mobile best practices, like simple navigation and highlighting local options of your business. If you'd like to reach customers with WAP phones, you'll also need to use mobile-friendly code to create your site.

Reaching mobile customers using a HTML website

Regardless of whether you’ve a mobile website, AdWords will let you show text ads to customers using Google Search on a high-end mobile device such as an iPhone or Android phone. These "smartphones" have a full Internet browser (like a desktop computer), so a customer who clicks your text ad from the search results page can visit your standard website.

Best practices for designing a mobile site

When creating a mobile website, you'll want to keep in mind a few strategies that best take advantage of the small size of mobile screens and the behavior of mobile users. 

Keep it quick

1.Reduce large blocks of text and use bullet points 

2.Compress images for faster site loading

Make it easy to buy something or contact you

1.Reduce steps needed to complete a transaction

2.Keep forms short and make data entry easy 

3.Use click-to-call functionality for all phone numbers

Simplify navigation

1.Minimize scrolling and keep it vertical

2.Use a clear hierarchy in menus and avoid rollovers

3.Use clear back and home buttons

4.Use seven links or less per page of navigation

Help people find and get to your local sites

1.Have your address or store locator on the landing page

2.Include maps and directions. Use GPS when possible

3.Allow customers to check stock at nearby stores

4.Make sure your mobile website is being indexed for web searchLearn more about creating an effective mobile site

About Search Network with Display Select

The "Search Network with Display Select" campaign type helps you reach people as they use Google search or visit sites across the web.

How it worksYou manage your "Search Network with Display Select" campaigns the 

same way that you'd manage a "Search Network only" campaign: set a budget, choose relevant keywords, create ads, and set bids. 

Your ads can appear when people search for terms on Google search and search partner sites that match your keywords. They can also appear on relevant pages across the web on the Google Display Network. However, your ads are shown selectively on the Display Network and bidding is automated, helping you reach people who are most likely to be interested in the products and services you’re advertising.Learn more about Search Network With Display Select»

About the Display Network ad auction

The Display Network ad auction shares many similarities with the AdWords auction. Your ads are ranked among other advertisers' ads based on Ad Rank, which is based on your Max cost-per-click (CPC) bid and Quality Score. This means that if your Quality Score is sufficiently better than the score of the advertiser immediately below you, you could rank higher than that advertiser, even if this person's bid is higher than yours.

Just like in the AdWords auction, your Max CPC bid isn't necessarily how much you'll pay per click. The price you pay -- Actual CPC -- depends on the outcome of the auction, and it’s often less than your Max CPC bid.

 This is how the Display Network ad auction differs from the AdWords auction:

●You'll pay what's required to rank higher than the next best ad position only for incremental clicks you get from being in the current position.

●You'll pay the price you would have for the next best ad position for the rest of the clicks.Learn more about theDisplay Network Ad Auction»

Contextual targeting is one of a few different methods that you can use to get your ads on sites and web pages that are part of Google’s Display Network. This method of targeting uses the keywords or topics you’ve chosen to match your ads to relevant sites.

1.You choose keywords and topics - Keywords are individual words, whereas a topic is a web page’s concepts or central theme, rather than its individual terms.
2.Our system analyzes web pages that make up the Display Network - Our system analyzes the content of each Display Network web page or URL, considering factors such as the following:
●Text
●Language
●Link structure
●Page structure
3.Your ad gets placed

By keyword

When your keyword matches a web page’s concepts or its central theme, your ad is eligible to show on that web page (also known as an automatic placement). By topicWhen your topic matches a web page’s central theme, your ad is eligible to show on that web page.
Learn more about contextual targeting»

Display Advertising exam refresher guide 

Welcome to the Display Advertising exam refresher guide -  the perfect way to prepare for your display advertising exam. The exam includes basic and advanced concepts, including best practices for creating, managing, measuring, and optimizing display ad campaigns across the Display Network. This handy resource is a shortened version of the full Display Advertising exam study guide, which is available on our Partners Help Center. You’ll also find additional information and plenty of helpful links throughout.


In the exam, you can expect 100 questions and a 120 minutes time limit. It’s necessary to get 80% to pass. And you’ll need to pass both AdWords Fundamentals and Display Advertising exams (or one of the other AdWords exams like Video, Search, Shopping or Mobile Advertising) to become AdWords certified.

Here’s what we’ll cover in this refresher guide:

Module 1 About the Google Display Network

1.1  About the Google Display Network

1.2  Where ads might appear in the Display Network

1.3  About contextual targeting

1.4  About the Display Network ad auction

1.5  About “Search Network with Display Select”

1.6  Create an effective mobile site

Module 2 Setting up a Display Network campaign

2.1Create an AdWords campaign to reach the right customers

2.2 Structuring your AdWords account

2.3 Using the AdWords Ad gallery

2.4 Bidding features on the Display Network

2.5 Choose a bid for your Display Network campaign

2.6 Bid on viewable impressions using viewable CPM

2.7 About Enhanced cost-per-click (ECPC)

2.8 About bid adjustments

2.9 About flexible bid strategies

2.10 About Conversion Optimizer

2.11 Enhance your ad with extensions

2.12 About mobile app installs campaigns

2.13 Create dynamic display ads

2.14 Lightbox ads

2.15 Create a Lightbox ad

2.16 Editorial & professional requirements

2.17 Fix a disapproved ad

Module 3 Showing your ads on the Display Network

3.1 Targeting settings on the Display Network

3.2About managed placements

3.3Target websites about specific topics

3.4 Add negative keywords to your campaign

3.5 How language targeting works 

3.6 Using custom ad scheduling

3.7 Advanced mobile and tablet options in “Display Network only” campaigns

3.8 Using Display Planner to get targeting ideas and traffic estimates

3.9 The Display Network tab

Module 4 Reaching your audience on the Display Network

4.1 Reach people interested in your products or services 

4.2 Reach people similar to your existing audiences

4.3 Reach people of specific demographics

4.4 Use remarketing to reach past website visitors and app users

4.5 Use dynamic remarketing to show ads tailored to your site visitors

4.6 Create a feed for your dynamic display ads

Module 5 Measuring and optimizing performance on the Display Network

5.1 Drive sales and generate leads

5.2 Increase brand awareness

5.3 Measuring sales and conversions

5.4 Evaluate ad performance on the Display Network

5.5 Account, campaign, and ad group performance

5.6 Explore your data on the Campaigns tab

5.7 Optimize Display Network ads and campaigns

5.8 Tips for creating effective display ads

5.9 About display targeting optimization

5.10 Understanding conversion trackingTake the display advertising exam

Module 1

About the Google Display Network

1.1

About the Google Display Network

1.2

Where ads might appear in the Display Network

1.3

About contextual targeting

1.4

About the Display Network ad auction

1.5

About “Search Network with Display Select”

1.6

Create an effective mobile site

Where ads might appear in the Display Network

When you advertise on the Google Display Network, your ads can appear across a large collection of websites, mobile apps, and video content. Here are some examples:

●Google AdSense publisher sites, including AdSense for Domains and AdSense for Errors

●DoubleClick Ad Exchange publisher sites

●Google sites such as Google Finance, Blogger, Google Maps, and YouTube (Google search not included) 

With over 2 million Display Network sites that reach over 90% of Internet users worldwide (Source: Comscore), there are a lot of opportunities to reach customers. However, to target your customers effectively, choose campaign settings and add targeting methods to your ad groups that specify the conditions for when your ads can show on the Display Network.


Learn more about where ads might appear on the Display Network»

»

About the Google Display NetworkDisplay 

Module 11.1About the Google Display Network

The Display Network is a collection of partner websites and specific Google websites
 including Google Finance, Gmail, Blogger, and YouTube - that show AdWords ads. This network also includes mobile sites and apps. When showing ads on the Display Network, you can:

●Reach new customers

●Select where your ads appear

●Engage users with appealing ad formatsMatching your ad to websites in the Display NetworkThe      Display Network lets you put your message in front of potential customers at the right place and at the right time in several ways

●Reach users by keywords and topics: Using contextual targeting, AdWords finds the best places for your ad across the Google Display Network, based on your keywords

●Choose specific websites or pages: By adding managed placements, you can show your ad on specific webpages, online videos, games, RSS feeds and mobile websites and apps that you have selected

●Find users who are already interested in what you have to offer:You can reach people who visited your website previously, by creating a remarketing campaign

AdWords Account Structure

Account

• Your account contains all your campaigns and ad groups
• Email address, password, billing information, and account preferences are all part of your account information

Campaigns

• Each Campaign has a name, start/end date, daily budget, ad distribution preferences, and      language/location targets
• Each campaign is either keyword or placement targeted
• Each campaign contains at least one ad group

Ad Groups

• Keyword or placement targeted
• Successful advertising= many small and highly targeted ad groups

Versatility

• You can run as little as one ad with a few keywords or up to 25 campaigns with as many as 100 ad groups each

https://docs.google.com/document/d/16mE2g59afH7GJfWmIYL7ZBSlm23UwXvGJWTfN_ur4BM/pub

Introduction to Google Keyword Planner Tool for Keyword Research beginner tutorial

you can also see our video demo

Open URL https://adwords.google.com

/KeywordPlanner in your browser to access the Google Keyword Planner Tool and click on Sign in link on the top right hand side of the web page to sign-in using your Gmail account or create new account if you don’t have any Gmail account.

After clicking on Sign-in link you need to enter email id and password to login into the tool.

This is the main landing page of Google Keyword Planner Tool. Here, click on the “Search for new keywords using a phrase, website or category” to start your keyword research.

Type into your keywords here in the box.

Select your targeting location by default it is selected as "All Locations"

Select your preferred Language here. By default, it is All Language. However, if you are searching for keywords in English language, there is no need to make changes here.

You can aslo select “Google” or “Google and Search Partners” to check the keyword volume. It is recommended to select “Google” only.

Type negative keyword here. Definition of Negative keywords: For example, if you don’t want the “Free” keyword in your keyword search report using tool then add “Free” as negative keyword

If you want to select keyword search volume for particular month you can select here. It is recommended to set it for 12 months to get average monthly searches for a year.

If you want to check for keywords whose average monthly searches is more, less or between a certain number. Initially, it is advisable to leave it as default.

In keyword options, it is advisable to select “On” for option one and “Off” for rest 3 options. After making changes as above mentioned, click on “Get Ideas” to get keyword list.

After clicking on Get Ideas, Google Keyword Planner report will be like this and “Ad group Ideas” is selected by default.

Click on Keyword Ideas tab to find all suggested keywords with Avg. Monthly Searches.

By default, tool give keyword report with “Avg Monthly Searches”, Competition, Suggested Bid and more. But if you want to customize keyword report then Click on “Columns” and make desired changes as per your requirement. Final step is download report by clicking on “Download” button.

After clicking on “Download”, you can get the option to download the file in Excel CSV format. It is recommended to download in “Excel CSV” format.

if you have any tips or tricks welcome to edit our online doc

https://docs.google.com/document/d/1e8yLMp1gLXW7f-3IBNsaZLqnSGLJWs4ITxcvNid1ffw/pub