AdWords, AdSense, AdMob
Ali Kamran Maken
1 AdWords 3
2 AdSense 12
3 AdMob 20
4 DoubleClick 29
Figure 1: Google AdWords Logo.
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.
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:
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
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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
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:
This section allows to chose the specific ad networks you want to this campaign to run on.
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.
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.
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.
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
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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.
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.
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.
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).
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
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• 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:
Google checks that which ads are best for the current query by the user.
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.
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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)
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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.
1.3.1 Keyword match types
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
Restricts tra�c even further as compare