We have below republished a recent post from MarketingMag.com.au, written by Tom Skotidas, First Rate’s Head of Marketing and Business Development:

We have always felt that search marketing and performance display were fraternal twins; that is, not identical, but definitely sharing the same DNA.

Think about it: both are built on cost per click (CPC) and cost per action (CPA) pricing models. They require constant testing and optimisation. And they are definitely direct response focused.

It was only a matter of time before both channels were recognised as such, and integration took place.

There are three technologies in particular I want to highlight, which have been successful in integrating search and display. In doing so, they have opened up many new possibilities.

1. Paid Search Video Ads

Google Adwords and Yahoo Search Marketing have released a new type of paid search ad.

They are called Google Video Extensions and Yahoo Rich Ads in Search, and allow advertisers to integrate video content within their standard text ads.

The importance of this integration is two-fold:

• Consumers are empowered with richer information about the product they are viewing, and
• Advertisers can build their brand awareness as they drive direct response.

The last point is especially important for industries that have traditionally not invested significant ad dollars into paid search. For example, the FMCG industry is well known for its light adoption of search marketing. With video ads, they can now satisfy their brand awareness-building requirements while driving traffic to their product websites.

Google Video Extensions are in limited beta mode and not currently available in Australia. However Yahoo Rich Ads are currently live in Australia, and have already received significant interest from advertisers.

2. Cross-channel, Multi-Click Conversion Attribution

We know that consumers don’t usually convert into a lead or sale after just one click. A more likely scenario involves a consumer searching, viewing, and clicking on several ads, often over the course of days or weeks, before they convert.

The ability to track and de-dupe conversions across channels (so you are not paying twice for the same conversion) is powerful, and currently available through advanced analytics platforms, like Omniture or Site Intelligence.

The problem with last click attribution

The problem lies in the conversion rate disparity between search and performance display. Compared to display, search almost always converts at a higher rate, and very often captures the last click. So paid search often takes the credit for the sale – even though display had generated an earlier click in the consumer’s journey.

Because of the last click attribution model – which is the standard in our industry – investment in performance display is usually just a fraction of search, which prevents full integration and synergy of channels from taking place.

Multi-click conversion attribution

There is a new technology that is solving the issues associated with last click attribution. It is allowing marketers to track all clicks across multiple channels, and recognise their collective contribution to the conversion. This technology is called multi-click conversion attribution.

Multi-click conversion attribution captures all of a consumer’s clicks within all channels, which took place before a consumer converted into a lead or sale. The technology then assigns a % conversion credit to each of the clicks and channels.

This is equivalent to giving a % goal credit to each player in a football team, for passing the ball around until a goal takes place.

Interestingly, the multi-click attribution model always takes a chunk of credit away from the last click (as it should), and distributes that credit among the rest of the clicks that contributed to the conversion.

Multi-click conversion attribution has profound implications for marketers investing in search and performance display. It allows marketers to:

1. ‘See’ each click and channel, and how they interact.
2. Determine performance display’s true contribution to producing conversions (instead of missing out on the last click which is often captured by paid search), and
3. Identify the true CPA of paid search and performance display.

What is the biggest benefit to marketers? Once true CPA is identified, re-allocation of channel budget can occur with full confidence. This drives incremental sales while saving money (less wastage on poorly performing keywords, banners or sites).

3. Demand side platforms

Demand side platforms (DSPs) are a technological innovation in the field of performance display. Although currently not available in Australia, they are quickly becoming mainstream in the US.

DSPs are technology tools that aggregate the inventory of multiple publishers and ad networks, and then allow advertisers to bid on this inventory in real-time. What’s more, this real-time bidding is done on a per impression basis.

The parallels to paid search are clear. And it is these parallels that have fuelled even further technological innovation.

Several SEM bid management and optimisation platforms (i.e. technology platforms that bid exclusively on paid search), have recognised the efficiency and business potential in integrating DSP within their own SEM platforms.

Examples of leading SEM technology firms that have integrated DSPs within their own platform include SearchIgnite and Efficient Frontier.

What does this mean? Well, it appears that within the next 12–24 months in Australia, marketers will be able to bid on paid search and performance display, in real-time, per impression, all within the same dashboard. This is a compelling proposition if you are trying to maximise performance, efficiency and integration across both channels.

Final thoughts

The technologies mentioned above represent the next-generation approach to integrating paid search and performance display. And while they might not yet be widely used or understood in Australia, their growth in the US and UK are certain to make them mainstream in the near future.

Marketers who recognise this and take steps to prepare themselves, will be in a superior position when that moment arrives.

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Answer: Conversion Rate Optimisation (CRO)
The process of Conversion Rate Optimisation for e-commerce websites focuses on converting a greater proportion of your visitors into customers. In other words, it is the process of improving your website’s ability to sell for a given marketing budget.

Getting Started with Conversion Rate Optimisation

The optimisation is performed by finding your website’s weak pages, making changes to them – guided by best-practices and customer research – and testing the new pages directly against the originals in a statistically-valid “A/B” experiment (or “multivariate”, in more complicated scenarios). The experiment is important, because it lets your customers “vote with their clicks”. Your visitors aren’t made aware of the experiment and your website continues functioning as normal, while our software counts the conversion rate for each version of the page and quietly determines the winning page.

As a greater proportion of visitors to your website convert into paying customers, the ROAS of your marketing campaigns and the ROI of your website both increase

Should Your Company be Doing CRO?

If you operate a website whose objective is to get visitors to perform a desired action (to “convert”), then you have a website eligible for conversion rate optimisation.

The desired action can be anything from buying a product, registering for a subscription service, downloading a report, or spending a certain amount of time on the page. All of these actions can be measured using industry-standard website analytics software, and once you start measuring your conversion rate, you can improve it.

A small improvement in your website’s conversion rate can result in a relatively large lift in your website’s ROI. For example, an improvement in your website conversion rate from 2% (good) to 3% (better) is equivalent to a 50% increase in ROI. Going from a 2%-conversion-rate to a 3%-conversion-rate would allow you to reduce your marketing budget by one third, while keeping sales at the same level. This budget can now be re-invested into other sales-generating initiatives such as SEM, PPC advertising or SEO.

Can CRO Really Generate 100% ROI Within 12 Months..?

So can conversion rate optimisation get you 100% ROI within 12 months? Let’s do the math here in Monopoly money.

Say it costs your Monopoly website 500 Monopoly dollars to run a conversion optimisation project. Your current conversion rate is 1% on 100,000 monthly visitors and your customer lifetime value is $1.

To get 100% ROI on your 500 Monopoly dollars within 12 months, the conversion optimisation project needs to raise your conversion rate to an achievable 1.08%, as you can see in the table below:

In our experience, this is an achievable goal for many New Zealand websites.

If you are ready to increase your website’s conversion rate, please contact us for a no-obligation chat.

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Press Release (Scoop | StopPress)
In New Zealand, Australian digital marketing group Q Limited has been represented since 2001 by search optimisation and search marketing specialists First Rate and interactive sales network 3dinteractive. Now these successful operations are joined by full service digital marketing agency Market United.

Market United (MU) already has offices in Sydney and Perth with the new Auckland office completing its coverage of Australasia. Across the 3 offices, MU has an experienced and talented international team of digital experts – over 50 strategists, creatives and developers who work closely together to create and launch innovative, results-oriented digital marketing solutions for our clients.  MU’s work includes websites, e-commerce platforms, interactive advertising, social media campaigns, email marketing, mobile, iPhone and iPad applications.

The small, but growing, MU team in Auckland is led by a Group Account Director and has just added a senior creative recruited from the United Kingdom.  Clients in New Zealand and Australia also rely on the input and vision of thinq digital, MU’s strategic planning arm which includes a social media strategist.

Q NZ Chief Executive Officer Kevin Francis says, “We’ve been seeking to complete the Q Ltd lineup in New Zealand for some time – the launch of MU here rounds out our New Zealand capability to encompass all areas of digital marketing.  We’ve actually been operating MU in Auckland since the beginning of the year, establishing the office, integrating capabilities with the Sydney and Melbourne teams as well as winning some exciting local assignments from clients in Auckland and Wellington.  But now the time is right to tell the market that clients have an exciting new digital partner to consider to take their brands and businesses forward.”
 

_________________________________________________________________________________

NZ Enquiries to:

Jerry Beale
Group Account Director
jerry.beale@marketunited.co.nz

AU Enquiries to:

James Ward
Managing Director
james.ward@marketunited.com

www.marketunited.com.au

_________________________________________________________________________________

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One of the most important aspects of setting up a SEO or SEM campaign is identifying which keywords you are going to target. This is always a juggling act trying to find the phrases that are the most searched for, the most relevant and most likely to convert.

There are several tools that Google provides that can help with this process, namely Google’s Keyword tool and the Google Traffic Estimator. As a research-lead consulting organisation, we have decided to carry out a study to understand how accurate these sort of tools are, as well as document some of the inherent data limitations.

There now exists new Google Webmaster Tools functionality that shows impression and click through rates for organic search. After a bit of digging into this data, we were able to examine whether the tools complement or contradict each other.

We looked at three different keywords that give us a view of some different types of consumer searches.

Please note:

• All figures were derived using the ‘exact match’ data provided by each of the tools.
• Date ranges were almost all the same, Webmaster tools data was a couple of days out due to the limited time range this gives you, but deemed “close enough” for a rough comparison.
• The site examined had a number of first position rankings for all phrases under examination, so we can be sure the impression number from webmaster tools is the most reliable possible.

We can see that all of these tools are presenting quite different numbers. While the External Keyword tool appears to be massively overestimating traffic, Traffic Estimator seems to be doing the opposite. This is especially surprising since they are supposedly driven by the same data. The positive news is that all of these seem to follow similar trends, and whilst the data does not line up exactly, the tools do give us a good relative indicator of what is being searched for.

What About Search Trend Tools?

Three major Google search analysis tools that provide trend-based data are Google Trends, Google Insights and the Google Keyword tool. We wanted to have a look at whether these lined up.

Looking at a “generic 1 word key phrase” and superimposing the graphs for each tool over each other, we can see that Google Trends (the red line), Google Insights (the blue line), and the Keyword Tool (the green bars) all correspond quite well, showing dips and peaks at the same times during the year.

Conclusion

You can’t use any one of these tools with absolute certainty. And no amount of data from last month will ever be able to tell you exactly what to expect next month.  What these tools are great for, however, is giving you an idea of what phrases and (product-) areas to focus on first. Common sense, knowledge of common consumer search patterns and understanding how the tools work (as well as the limitations) will help you find the best phrases possible for your site. And don’t forget to factor in Google Analytics keyword conversion data!

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First Rate uses SearchIgnite to drive client ROI for search engine marketing campaigns, as well as deliver increased performance from the total digital media spend using conversion attribution across all digital media channels.

First Rate has partnered with SearchIgnite, a company that works with a variety of marketers across all online channels including email, display, social media and search.

One SearchIgnite client in particular has enjoyed incremental success with its online bookings, increasing from 14-20% before 2006 to 70% at present. However, a key element that was missing from their strategy was an understanding of the contribution each channel makes across the entire click path, with a specific focus on understanding generic keywords that initiate or assist a conversion and using these insights to maximize ROI. This client faced a number of key challenges and partnered with SearchIgnite in order to find a solution.

Multiple Platforms to Track all Media Channels
Marketers often report the same conversion multiple times as a result of using separate tools for tracking across different channels, e.g. an analytics tool for post-click conversions and DART for Advertisers (DFA) for display post-view conversions. In the SearchIgnite conversion attribution case study featured in this blog post, the client’s conversions were being tracked multiple times and with no ability to “de-dupe.” It was therefore difficult to get an accurate depiction of the contributions of each channel and took a drawn out process to identify their real marketing ROI. This made it challenging to allocate budgets most effectively across channels.
 

Understanding the Consumer Journey across all Channels
Most online marketers give all credit to the last click or exposure that lead to the conversion – the approach known as “last click attribution.” When using this method, multiple clicks may occur from a user across the same or multiple channels, but only the last one that resulted in the action or booking gets credit – this is common practice because most technologies do not offer the ability to track and optimize multiple clicks across channels.

When all credit is given to the last click that resulted in a conversion, marketers run the risk of moving budget away from channels and keywords that may have actually been critical in moving the consumer to convert, earlier in the decision process.
 

Finding the correct Attribution Model
It is very difficult to pinpoint the correct attribution model to each media discipline. To do this many different scenarios needed to be run to see the impact it would have had on the number of conversions and revenue on each channel, down to keyword level.
 

Generate Insights that allow Real-Time Optimisation
Most analytics tracking tools provide the data, but don’t give insights on cross-channel interactions or use it to optimize paid search keywords effectively using bid management rules in real time. Additionally, many tools do not provide the consultative service, support and client-relevant analysis needed to use this data effectively.

After a thorough technology audit of its marketplace, the client opted to use SearchIgnite technology. This selection was particularly due to advanced attribution technology to meet these challenges and optimize their online spend across all channels. Other key reasons for selecting SearchIgnite were:

• Advanced search, email and digital media tracking platform

• Cross-channel media insights on exposures which assist sales to understand user exposure paths

• Use of insights and ability to perform attribution analysis based on marketing goals upon request

• Use of data for budget allocation and optimization

• Ability to use combination of rules based and portfolio bid optimisation

SearchIgnite’s advanced search and digital media attribution platform allows marketers to see the entire click path across all channels leading to the conversion and use this data for optimization. When considering allocating online budget, clients using SearchIgnite are able to see multiple clicks across their paid search, natural search, display, affiliates, and email. In addition, SearchIgnite, working alongside its world-wide partners including First Rate, provide support to perform attribution analysis and recommend a custom weighting method specific to individual clients and marketing goals.

SearchIgnite’s 5 Step Approach to Maximise Revenues Across Digital Channels

STEP 1 – Analyze the number of touch points in the online marketing mix and understand the full interactions of all channels
From the initial analysis it was found that 64.6% of paths had more than one click or exposure and that more than 50% of the client’s customers were interacting on more than one media channel before converting. The average number of exposures before conversion was 3.4 across all channels. The key insights found were that:

• 42% clicked on a PPC ad and booked with no other channel involved in the booking

• 52.1% clicked on organic search then a PPC ad and made a booking

• 4.8% viewed a display ad then clicked on a PPC ad and made a booking

• 0.4% clicked on a display ad and then a PPC ad and made a booking

The decision making process on which scenarios should be run was based on the amount of interaction there is between the channels.

STEP 2 – Define Channel Prioritisation
SearchIgnite enables advertisers to let specific channels take pre-determined priority over other channels, which means that clicks or exposures won’t get any credit over channels which are in higher tiers (set by the client).

To each channel, we defined the value of an impression and reviewed:

• Display clicks over display views
• Organic search and email channel priorities over paid media channels
• Display view look-back window
• Display view weight

More information: SearchIgnite’s v4 release.

All attribution settings had been reviewed based on the current competitive landscape, TV, above the line campaigns and ad creatives. Importantly, settings can be varied seasonally.

STEP 3 – Distribution
SearchIgnite enables advertisers to move from a last-click ad exposure distribution to a customized distribution model. A key USP of the SearchIgnite technology is that clients can analyze 60 days worth of data through various scenarios to see what would have been the impact on bookings and revenue.

Using a different range of distribution models, the client compared this against the traditional last click attribution to evaluate the most accurate distribution model. As a result, campaign settings were altered and realigned to the right distribution model. This is based on the number of bookings and revenue allocated to each channel, campaign, placement and search keyword.

STEP 4 – Insights
Finding the best suited weights is often an iterative process of viewing how credit is distributed and the logic behind whether or not it best suits the dynamics of the business. With the new tier prioritization, channel settings and distribution model, the client observed a significant shift in the balance of revenue attributed between paid search and organic search.

STEP 5 – Apply Insights to Optimize Through SearchIgnite’s Portfolio Optimization Technology
After three months of testing, new attribution settings were selected and a new, custom distribution model was built for the client. In addition, SearchIgnite implemented bid rules using proprietary portfolio optimization technology (SPOT). Budgets allocated to each of the channels and campaigns were reviewed more accurately due to being able to eradicate duplicate bookings and re-attribute conversion data. Visibility on generic keywords and brand has been increased, which has resulted in a decrease in CPC and an increase in revenue.

SPOT’s prediction and optimization engine is driven by non-linear statistical modelling and other advanced mathematical techniques to find the optimal bid for each keyword across multiple search engines. SearchIgnite dynamically allocates a client’s budget across their portfolios of keywords based on business goals. SPOT’s technology then closely monitors click-through and conversion rates, adjusting results consistently based on real-time findings. More info: PPC bid technology case study.

Results

Significant year-over-year improvements in CPC, ROI and revenue were generated, resulting in increased confidence that the online advertising budget is being tracked, attributed, measured and spent more accurately to optimize ROI. The key performance indicators saw the following results, with a 4% decrease in paid search spend:

• 14% decrease in CPC
• 28% increase in overall bookings
• 43% increase in overall revenue
• 54% increase in ROI

About SearchIgnite
SearchIgnite is a leading provider of paid search and performance media optimization solutions that enable large, sophisticated marketers to achieve their online goals faster and smarter. The company’s media platform gives advertisers an advanced suite of tools to manage, optimize and report on their paid search campaigns in one central dashboard. In addition to saving time and achieving their paid search goals, marketers who use SearchIgnite have the ability to gather insights into the relationship between media channels, enabling them to spend smarter. Some of the world’s leading brands and advertising agencies depend on SearchIgnite technology to power their online campaigns.

For more information on SearchIgnite’s PPC bid management and digital media performance optimisation technology, please contact First Rate.

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The First Rate team has completed the requirements for the Yahoo Search Marketing Ambassdor Programme. Below a selection of the necessary training to gain YSM Ambassador status:

Network Overview

1. Understanding the Search Market
2. YSM Network Overview
3. YSM Network Metrics

YSM Product Overview

1. Sponsored Search
2. Content Match
3. Rich Ads in Search
4. Premium Homepage Text Links
5. Yahoo! Messenger Text Links
6. The Integrated Approach

YSM Platform

1. Achieving Operating Efficiency
2. YSM Desktop

Editorial Guidelines & PPC Best Practices

1. Yahoo! Search Marketing Editorial Guidelines Overview
2. Account Structure & Technical Details
3. Optimisation & Best Practices
4. Editorial PPC Case Studies

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Last month Google officially announced that their latest search engine architecture is fully up and running in all of their data centres. The code name for this update is “Caffeine” and Google first mentioned it publically back in August 2009. We also know that one of the data centres went live with Caffeine back in December 2009. Here’s an excerpt from Google’s latest post on the subject:

Caffeine provides 50 percent fresher results for web searches than our last index, and it’s the largest collection of web content we’ve offered. Whether it’s a news story, a blog or a forum post, you can now find links to relevant content much sooner after it is published than was possible ever before…With Caffeine, we analyze the web in small portions and update our search index on a continuous basis, globally. As we find new pages, or new information on existing pages, we can add these straight to the index. That means you can find fresher information than ever before—no matter when or where it was published.

We’ve covered the caffeine update previously when it was first announced, including some commentary on how it may impact on SEO.

So what are the main things that a website owner should understand about Google Caffeine?

• It is now understood that Caffeine is not a change to Google’s ranking algorithm per se, so any changes to where your site comes up for a search are not directly related to the Caffeine update. However, it should be noted that Google is constantly making changes to their ranking algorithms and these other changes can affect your results.
• The Caffeine changes allow Google to store much more information to enable it to index more of the web than ever before.
• When you publish new content onto your website, Google’s crawlers will still find the new content at much the same rate as they did before, but now they will be able to incorporate the new content into search results much faster. Your customers should be able to find your new website content faster than ever before!
• As new content will be indexed more quickly than before, this may result in more volatility of search results compared to the old, more batch oriented updates.

Yes, Caffeine Provides Index Freshness

Within minutes of posting this blog entry, Google has already indexed the main blog page update. This is likely due to a combination of the Wordpress auto-ping, as well as Caffeine.

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The beauty of online marketing lies in the ability to measure almost every activity and result.

Google Analytics  provides abundant measurement capabilities and intelligence that may be useful for your marketing strategy. But as with paint brushes and chisels, it is not the tool itself but rather how you use the tool that enables you to achieve significant results.

Here are the top 3 Google Analytics intelligence reports that you should be using to determine where you should spend your marketing dollars:

1. Conversion Source and Marketing ROI

By setting up Google Analytics on your website and configuring the proper goal tracking on your Google Analytics report, it is very easy to quickly evaluate where your goal conversions are coming from (i.e., conversion sources) and to determine the value of each source. Furthermore, by comparing the goal conversions versus the cost for each traffic source, you can directly calculate the ROI for your online marketing spend. This ROI data is very useful to determine if you need to adjust your online marketing budget allocation between your marketing channels.

Google Analytics – Conversion by Traffic Sources 

How to get this report:

1. Set up Google Analytics on your website.
2. Set up the conversion funnels for the website goals on your Google Analytics profile.
3. Gather sufficient data (e.g. a week)
4. In your Analytics profile: Traffic Source > All Traffic Source > click on the Goal Set tab.

2. Measuring the Audience Fit of an Ad Placement

Insights into the “fit characteristics” (e.g. demographic fit) can often explain why your placed ads/links/banners on a seemingly popular website generates a lot of clicks but does not generate the return that you had expected. In this situation, it appears that the targeted Internet users are interested in your products/services but could not overcome the barriers to convert.

Tracking multiple points on the conversion process (i.e. from site visit through to the completed goal conversion) will provide valuable insights into where and why people are abandoning the process. However, although Google Analytics by default provides tracking on the sources of visit and how many users from each visit source start the goal conversion process, it is impossible to know how many users from each source of visit abandon the goal funnels at certain points.

If your goal funnel is quite long (e.g. involves quite a few number of steps), it is sometimes useful to identify a number of critical key points and configure different goals for these (i.e. dividing your goals into multiple goals of different lengths). This way you can analyse how many users from each visit source are abandoning the funnel at each checkpoint, using the same report as #1 above.

Google Analytics – How many users from each traffic source are abandoning the funnels at each checkpoint 

For example: if 80% of goals started by visitors from a certain traffic source are abandoned at “Submit Payment Details”, it may indicate that most of the visitors from this traffic source do not possess the required payment method (e.g. credit cards) or the purchase process is not clear enough in informing the potential purchasers about the required payment method and/or prices.

3. Analysing the Effectiveness of Special Campaigns

Special campaigns can lead to increased site activity as the audience search for more information, and at times also increased conversions/sales.

Google Analytics provides a way to plot special campaigns against the site activity (visits/conversions/page views for a particular page) using annotations.

Google Analytics – Annotating your graph to plot your special campaigns 

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First Rate, a Google AdWords certified partner, took over the search engine marketing programme for SKYCITY Hotels in late 2007 and has managed the Google AdWords account throughout 2008-2009.

Since taking over the programme, First Rate has been engaged in ongoing optimisation of the AdWords account.

As a result, hotel bookings from AdWords increased by 1,747% with only a 107% increase in cost (3 months period Sept 2007-Nov 2007 compared to Sept 2009-Nov 2009).

To find out how First Rate can lift the performance of your company’s search engine marketing programme – with ppc technology or without – download the SKYCITY PPC case study.

 

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Google has retired the Google Advertising Professionals (GAP) programme and replaced it with a new AdWords Certification programme.

Penry Price, Vice President, Global Agency Development for Google, writes:

We’ve had a lot of great feedback from agencies and today we’re announcing changes designed to offer them better training and more rigorous certification in AdWords proficiency, and to lower costs for those who help advertisers get the most out of AdWords…The new program provides agencies and their employees with more up-to-date, comprehensive, strategy-focused training and certification on the latest tools and best practices for managing AdWords accounts.

Recently, Google has released a new set of exams for the AdWords Certified Partner Programme.

Following on from being the first AdWords Qualified Agency in New Zealand under the old exams, First Rate are happy to announce that the entire consulting team has passed both the Fundamentals and Advanced exams.

The New Google AdWords Certification Exams

There are four exams in total, here is what’s covered:

• The Google Advertising Fundamentals Exam: Basic aspects of AdWords and online advertising, including account management and the value of search advertising.
• The Search Advertising Advanced Exam: Intermediate-to-advanced best practices for managing AdWords campaigns.
• The Display Advertising Exam: Intermediate-to-advanced best practices for advertising on YouTube and the Google Content Network.
• The Reporting & Analysis Advanced Exam: Intermediate-to-advanced best practices for maximizing account performance using Google Analytics, Website Optimizer, the AdWords Report Center, and other analysis techniques.

The ‘Display’ and ‘Reporting’ Exams are not yet available, but First Rate consultants will be sitting these as soon as they become available.

Google AdWords Search Advertising Advanced Exam

The following advanced Adwords topics are covered in this exam:

• AdWords Ad Formats
• AdWords Targeting and Placements
• Keywords and Keyword Targeting
• AdWords Language & Location Targeting
• Placement Targeting for the Content Network
• Location Extensions
• AdWords Bidding and Budgeting
• AdWords Policies
• Ad and Site Quality
• Invalid Clicks Issues
• AdWords Tools
• AdWords Editor
• AdWords Reporting
• Conversion Tracking
• Optimising Performance
• Optimising AdWords Campaigns and Ad Groups
• Optimising Websites and Landing Pages
• Optimising for Greater Conversions
• Managing Multiple Accounts
• Overview of Managing Multiple Accounts
• Managing Accounts with My Client Centre (MCC)
• Using AdWords API

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