structure v1.

1 (March 22, 2012) Matt

Campaign J
(Business operations) location & languages -Ex LA- Spanish Networks -----Search

Ad group (creative decision) keywords placements

My account (level) (personal)

Display (Youtube)
text, image, rich, and video

demographics (age + gender)

Placements by- entire website, subset of websites, & ad unit on a single page

-----Display -----broad -----specific Devices (desktop, mobile, &tablets) Bidding option -----Max CPC -----Enchanced CPC -----converstion tracking -----converstion optimizer Daily budget Delivery method -----standard -----accelerated

ad texts bid ads set different CPC advertise different product services CPM keyword level Set keyword CPCs & URLs

currency $, , (only 1st time)

Account access

Automatic placements uses contextual targeting

-----users (email) -----change user access levels Managed placements

Place &restrict websites

Notifications -----Billing -----reports -----maintenance alerts Preferences Language and # preferences -----Display language -----number format Time zone Tracking -----auto tagging Account cancellation
IP -signals are used to determine location

General order of bids indivdiual placement bids Managed placement bids Display Network bid Ad word budgets standard- spread impression across the day accelerated- display the ads very ofter as possible

25 35 35 35 1024

CPC QS

Wap (moble phones) headline description awareness interest desire action

18 18

Branding

Direct response bidding Quality score Search (CTR, relevance, & LPQ)

Quality score based on ad group default Display (CPM) LPQ Display (CPC) LPQ + historical CTR) Display only uses IP address CPM & CPC compete = eCPM

advertiser Bob is targeting ItalyUser is searching "restaurants"

location User in Italy User in Italy User in Italy User in France User in France User in France
advertiser Bob is targeting Italy& only the English language

Domain Google.com Google.fr Google.it Google.com Google.fr Google.it

Does he see the add

location User in Italy User in Italy user in France User in Italy User in Italy
Bob wants only people in Dallas TX- Language is Portuguese-keywords "dog grooming" "dog grommer"

Domain Google.com Google.it Google.it Google.fr Google.it

Language Preference English Italian English English English search for "Paris Hotel"

Does he see the add

***[Targets only on physical location] check location only

search dog groomer dog groomer dog groomer dog grooming dog groomers Dallas, TX
Bob is targeting the US, Ca, Mx- only language is EnglishKeywords spring break, spring break vacations,& cancun spring break

Domain Google.com Google.pt Google.au Google.pt Google.pt

Language Preference Portuguese (live in Dallas) ________(live in Austin) no language (live in Waco) English (live in Dallas) Portuguese (live in Ann Arbor)

Does he see the add

location England Canada Mexico US Philippines

Bob kw: bakery, cookies, pies, chocolate chip cookies, & cinnamon buns. Target Ann Arbor, MI- English language. excluded Detroit, MI.

Domain Google.com Google.fr Google.es Google.mx Google.es

Language Preference
English search for spring break searching for spring break vacations

Does he see the add

English search for buy keychain cancun English search for spring break cancun

English search for spring break cancun, Mexico"

Location Ann Arbor, MI

Domain Google.com

Search search for cookies search for cookies

Does he see the add

Grand Rapids, MI (Russian Lang) Google.fr

Ann Arbor, MI Detroit, MI Chicago, IL

Google.com Google.com Google.com

search chocolate chip cookies vermont search for Ann Arbor bakery search Ann Arbor cinnamon buns

ad-rank A B C D E max cpc QS $ 0.40 4 $ 0.50 3 $ 0.20 6 $ 2.00 0.5 $ 0.05 16 C actual CPC = D adrank C (QS) Adrank 1.6 1.5 1.2 1 0.8 0.01 position 1 2 3 4 5 Actual CPC

0.18 1.61 0.1