AdWords, AdSense, AdMob DoubleClick AdSense, AdMob & DoubleClick INTERNET MONETIZATION} Ali Kamran Maken

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  • } AdWords, AdSense, AdMob




    August, 2014

  • Contents

    1 AdWords 3

    2 AdSense 12

    3 AdMob 20

    4 DoubleClick 29

  • 1 AdWords

    Figure 1: Google AdWords Logo.

    1.1 Description

    The general structure of an account is described using the following picture:

    Figure 2: Google Adwords account structure.

    The structure consists of an adwords account. For each website the advertiser owns, it is

    recommended to create a separate account. Although it is possible to maintain multiple websites

    in the same account, but there is no grouping on campaigns per website, so the advertiser has

    to keep track of which campaigns belong to which site.

    1.1.1 Account

    The account is the highest level on Google Adwords interface. At this level the advertiser can

    configure options that will be applicable to all the sub levels of this account. The configuration

    options available to the advertiser are as follows:

    1. Access

    The account can be shared among multiple users. And the access level can be set to read-

    only or full access etc. The “Account Access” section of the AdWords interface will allow

    the advertiser to invite new users. Once an invitation has been accepted, the advertiser

    have to grant access to the user by visiting again the “Account Access” section.

    2. Billing Information

    The overall due payments and transactions to and fro the account can be seen in this


    3. Notifications

    Page 3 of 37

  • General notifications, messages and suggestions from Google AdWords team can be found

    in this section.

    4. General Preferences

    This section contains the general preference settings that will be applied to the entire


    1.1.2 Campaigns

    In an AdWords account the advertiser can create up to 10,000 campaigns. A campaign is

    targeted at a specific scenario and situation of advertisement. For example to target the on going

    sale in your store, you can create a specific campaign to cater this need.

    A campaign contains many parameters that can be set per the need of the advertiser. Fol-

    lowing are the di↵erent properties that can be set in a campaign:

    • Networks

    This section allows to chose the specific ad networks you want to this campaign to run on.

    • Budgets

    The advertiser can set daily budgets. So the ads will be served until the budget is available

    and once the budget is over the ads will cease to display, to avoid over charging.

    • Languages

    This defines the targeted language for the ads. If you are selling something in Italy, the

    language would be Italian in the case. An ad in English will not be able to capture large

    population in this case.

    • Locations

    Many times the ads are displaying the on site o↵ers and store names. This information is

    most useful in the vicinity of the physical location of the site and store. So the advertiser

    can limit the ads to be displayed only if the user is coming from that area or location.

    • Schedules

    If the ad is showing some information which is only valid for a time period or a season.

    Then the schedule can be setup so that the ad is only served in that schedule and after the

    schedule gets over the ads cease to display.

    1.1.3 Ad Groups

    Each campaign can contain up to 20,000 ads in the form of ad groups. Ad groups are groups

    of ads with similar properties, targets and features. The ads can be created of one of the following


    Page 4 of 37

  • • Textual

    Ads made up of standard text. Consisting of up to 4 lines. These are suitable and the only

    allowed option for ads displayed along search engine results.

    • Graphical

    The ads other than text ads can be divided in to following subcategories as follows:

    – Image Ads

    Ads made up of static images.

    – Video Ads

    Animating ads made up of videos or GIFs.

    – Rich Media Ads

    Ads with which the user can interact, by hovering the mouse and clicking on the ad

    to get more information without leaving the current page, he is viewing. These ads

    can extend out of the standard boundary of the ad units.

    1.1.4 Keywords

    In each Ad Group the advertiser can ad millions of keywords. These keywords will be matched

    according to the preferences set by the advertiser and will decide whether a specific ad is targeted

    to the current web page being displayed to the user.

    1.1.5 Display Targets

    Other than targeting unknown and new users, the advertisers can target users who fall in to

    specific categories based on their actions in the past. For example if a user have registered on

    the website and downloaded a brochure of a product but haven’t bought it. That user can be

    specifically targeted for new promotions about that product.

    1.1.6 Opportunities

    A section dedicated to optimization guidelines and tips generated by AdWords team based

    on the current setup of campaigns and ad groups. It is a good place to visit often to keep the

    things optimized for maximum return of investment (ROI).

    1.1.7 Conversions

    Suppose a user clicks on an ad placed on the a web page and the click leads him to the website

    of the advertiser. If the user performs an action which leads to achieve a goal of the advertiser,

    then that is known as a conversion. For most websites the conversions could be:

    • Online purchase

    • Lead generation

    Page 5 of 37

  • • Newsletter subscription

    • Contact form or call

    Other type of uncommon but useful conversions could be:

    • Social follow ups

    • File downloads

    • Promotional video views

    • Coupon downloads

    • Getting driving directions

    These conversions need to be tracked by the advertiser by managing success pages and actions

    so that it would be automated to calculate the monetary impact of the marketing campaign.

    1.2 Auctioning Functions

    Google want to make sure that the ads that are displayed to the user must have a high ad

    quality. This benefits the user and also ensure that the advertisers maintain a certain level of

    quality in their ads and landing pages. So that is why the auction doesn’t solely depends on the

    biding price, but a combination of the bid price with the ad quality.

    1.2.1 Quality Score

    The ad quality is measured as quality score. There are three components of quality score:

    1. CTR

    Google checks that which ads are best for the current query by the user.

    2. Relevance

    Google makes it sure that the user is only displayed with the relevant ad to the keywords

    as well as the user query.

    3. Landing Page

    An ad is only useful if landing page allows them to find the information the user is looking

    for. The page must be quick to load. Minimum pop-ups should be placed on this page.

    This page must also clearly state the nature of the information collected from the user and

    its use by the company in case.

    Page 6 of 37

  • Figure 3: Ad Quality Score

    1.2.2 Ad Rank

    Ad Rank is the bid of the advertiser multiplied by the quality score that the ad gets.

    max bid ⇥ quality score = ad rank Below is an example of a bid for top 3 slots. The placement is calculated by arranging the

    ad rank in descending order.

    Advertiser Max Bid Quality Score Ad Rank Position

    1 $ 4.00 1 4 -

    2 $ 3.00 3 9 2

    3 $ 2.00 6 12 1

    4 $ 1.00 8 8 3

    Table 1: Sample Ad Rank calculation

    1.2.3 Determining Click Cost

    Finally in order to calculate the amount payable by the advertiser if the user clicks on his ad

    is determined by the following formula:

    Let P1 be the amount payable by advertiser who won the auction.

    Let Q1 be the quality score of the advertiser who won the auction.

    Let B2 be the bid amount of advertiser who was second best.

    Let Q2 be the quality score of advertiser who was second best.

    P1 ·Q1 =B2 ·Q2 (1)

    P1 = B2 ·Q2 Q1


    Page 7 of 37

  • Using the second best bid price as the amount payable, makes the advertiser happy as well

    as gives the incentive of getting high quality score that will provide users with quality advertise-


    In this scenario and according to the equation described before. If an advertiser improves his

    quality score, then he will have to pay even less than what he was paying before. This gives a

    great incentive to advertiser to improve there quality score.

    1.3 Parameters

    1.3.1 Keyword match types

    1. Broad

    Default based on relevance to the user queries Increases reach, similar words, plural worlds,

    synonyms Increase the ad tra�c so must be done carefully

    Broad match modifier : Using a “+” sign with a part of the keyword. example: “+Ath-

    letic Shoes”. specifies a part of query to be present in the query or must be very close to

    the one that the user has typed in. The order of the words in the keyword phrase doesn’t


    2. Phrase

    Restricts tra�c even further as compare