Chapter 2: Account Management

Chapter 2: Account Management

Navigating in your AdWords Account:

There are 6 main tabs in the primary menu of an AdWords account. We'll go through each of these tabs here:

• The home page gives you a snapshot of your account.
• The Campaigns tab is very important. That's where you can create and edit campaigns, ads, keywords, and settings.  The campaign tab also gives you an overview of your performance.
• The Opportunities tab helps you find keywords and provides you with bidding and budgeting ideas to improve your campaign performance.
• Within the Tools and Analysis tab you'll find account tools to manage and improve your account.
• The Billing tab is where you enter and change your billing details, can see your billing history, and are able to print invoices.
• The My Account tab is where you can update all your personal information.

When you first open your AdWords account you'll be asked to set up a currency and time zone. You can only change your time zone one time.

Selecting your local currency and time zone (or the local currency and time zone of your client if you're opening an account on behalf of someone else) is recommended.

Managing Your Login Information

You can change your AdWords sign-in information at any time. However, if you change your password it will change the password for all the Google products you've got under that username.

And if you change your email address it will change all the email addresses you use to sign into all Google products.

So you may want to add an email address to your account instead of changing it.

The settings specified at the account level include a unique email address, a password, and your billing information.

Organizing Your AdWords Account

A well-structured account allows you to see which ads are creating the best conversions (sales and leads) along with traffic.

You'll want to structure your campaigns by theme or product. For each campaign, it's best to have sets of ads with keywords directly related to each ad. This improves your Quality Score which can lower the amount you pay per click.

For each campaign, AdWords recommends breaking it up into several ad groups with 2 or 3 ads and 10-20 keywords within each ad group.

This allows you to monitor your budget, locate keywords quickly, and manage and edit your campaigns quickly and easily.

To sum it up, AdWords recommends you use separate campaigns for product lines, general themes, and types of services offered.

Each campaign should have a tightly themed ad group that focuses on one product, service or theme.

And each ad group should contain a specific keyword list that relates directly to the ad text.