In the case of a placement-targeted ad on the Google Display Network using Cost-per-thousand impressions (CPM) bidding, your Quality Score is simply based on the quality of your landing page.

Your Ad Rank is recalculated each time your ad is eligible to appear, so your ad position can fluctuate each time depending on your competition at that moment.

Avoid duplicate keywords across ad groups. Google shows only one ad per advertiser on a particular keyword, so there's no need to include duplicate keywords in different ad groups or campaigns. Identical keywords compete against each other, and the better-performing keyword triggers your ad.

CTR (Clickthrough rate) Formula is number of clicks divided by the number of impressions. CTR = Clicks on your ads ÷ Impressions (ad views)

A bid that you set to determine the highest amount that you're willing to pay for a click on your ad.

Consideration levels in Search term. 1st- Domain Preference (ie. .ru for Russia) 2nd- Query passing (ie. Location based search) 3rd-IP Address of the user

Pending -- The campaign has a start date in the future, so its ads have not started running yet. You can change the start date any time before it's reached.

Automatic CPC bidding is the simplest and most commonly used bid strategy. All you have to do is set a daily budget, and the AdWords system automatically manages your bids for you, to bring you the most clicks possible within your budget.

In AdWords we can fix daily budget in Campaign level settings only.

Language of ads is determined by the language setting of the Google interface a client is using.

You can share your account with other people in your business, such as partners or employees, and give them any of four levels of access. People with account access can help manage your campaigns, set budgets, or simply view your reports, depending on the level of access you want to give them. To access your account, people must have a Google Account and can’t have already associated that email address with another AdWords account. You can also remove access at any time.

Ad Rank = CPC bid × Quality Score

Adding placements to an ad group is under Display network so it will not effect on Search network

Devices: Bid more or less competitively for searches that occur on mobile devices. Campaign and ad group bid adjustments for mobile devices can be set from -90% and +300%, or at -100% to opt out of traffic from mobile devices.

Your landing page experience affects not only your Quality Score, but also your advertising costs and ad position.

Optimize for clicks (default setting): Gives preference to your ads that are expected to get the most clicks, based on your past clickthrough rates (CTRs). Google will try to show those ads more often than other ads in your ad group to help you gain more clicks and impressions.

Required components of an ad group running on the Search Network are "Text ad" , "Keywords" & "Default bid"

you can get ideas for negative keyword and placement exclusions lists through Placement performance report tool

REACH "Everyday, Internet users conduct billions of searches on Google, view millions of videos on YouTube and consume at least as many pages of our Display Network partners’ web content. When you use Google AdWords, you have the opportunity to target any segment of that broad worldwide audience that's actively looking for or consuming relevant content about products, services, information, and websites. By giving your client’s products or services a presence during relevant user searches or while they’re pursuing their interests online, you can help them be visible to their target audiences at all the crucial points in the buying cycle -- be it awareness, consideration, or purchase."

Quality Score is an estimate of how relevant your ads, keywords, and landing page are to a person seeing your ad. Having a high Quality Score means that our systems think your ad, keyword, and landing page are all relevant and useful to someone looking at your ad.

cost-per-thousand impressions (CPM) option is not available for Search Campaigns.

You can add sitelinks to a campaign or ad group, providing you more control over the specific ads they show alongside. The ad group sitelink will override your campaigns sitelink.

My Client Center (MCC) is a powerful tool for handling multiple AdWords accounts. Think of MCC as an umbrella account with several AdWords accounts (managed accounts) linked to it. It saves time by letting you view and easily manage all of your AdWords accounts from a single location. An MCC account isn't an "upgrade" of your AdWords account. Instead, it's an entirely new account you create.

Location is typically based on the Internet Protocol (IP) address, which is a unique number assigned by Internet Service Providers to each computer connected to the Internet. If a mobile device is connected to a Wi-Fi network, we may detect the mobile device's IP address to determine physical location. If the mobile device is connected to a mobile carrier's proxy server, we may use the carrier IP to determine the device's location.

Higher Quality Scores lead to higher ad positions. That means your ad can show up higher on the page when your keyword has a higher Quality Score.

Contextual targeting starts with you adding keywords or topics to ad groups in your Display Network campaigns. Keywords are individual words, whereas a topic is a webpage’s concepts or central theme rather than its individual terms.

Standard access level assign and features available: 1. Can receive notification emails 2. Can sign in and run reports 3. Can browse the Campaigns, Opportunities, and Tools tabs 4. Can unlink MCC accounts 5. Can view and edit any part of an account and its campaigns

Google's default setting is "optimize," so if you have multiple ads in one ad group, your better performing ads (generally those with a higher CTR) will be shown more often.

Placements are locations on the Google Display Network where your ads can appear. A placement can be a website or a specific page on a site, a mobile app, video content, or even an individual ad unit.

Smart pricing is a Google feature that may reduce your cost-per-click (CPC) bids on the Google Network.

Automatic placements would be used to contextually target sites that share the same themes as the keywords within your campaign

Most people starting out in AdWords use the basic CPC bidding strategy, which means they accrue costs based on the number of clicks they get on their ads.

Negative keywords can help you reach the most interested customers, reduce your costs, and increase your return on investment (ROI).

CPM stands for cost-per-thousand impressions, so you pay for each set of a thousand views of your ad.

A high CTR is a good indication that users find your ads helpful and relevant. CTR also contributes to your keyword's Quality Score which can affect your costs and ad position. Note that a good CTR is relative to what you're advertising and on which networks.

My Client Center (MCC) is a powerful tool for handling multiple AdWords accounts. Think of MCC as an umbrella account with several AdWords accounts (managed accounts) linked to it.

You can extend your AdWords campaigns by dynamically attaching your business address to your ads, with location extensions. As well as the description lines and URL that appear in your ad text, your ad can also feature your business name, address, and phone number.

If you want to see how your ad appears in context, it's better to use this tool than to do a search on Google. You'll see the exact same results as a Google search but won't harm your performance by accumulating ad impressions every time you look for your ad.

Ads can't simulate email inbox notifications. Ads can't have any missing lines of text, excessive spacing, or extremely bad grammar. Ads using keyword insertion must be grammatically and logically correct, and result in meaningful ad text for the user. Ads can't use call-to-action phrases such as "click here" or "click +1" that could apply to any ad, regardless of content.

Placements are locations on the Google Display Network where your ads can appear. A placement can be a website or a specific page on a site, a mobile app, video content, or even an individual ad unit. Advertisers manually select the desired sites on which their ads may appear.

Include prices, promotions, and exclusives If you have something special to offer, make sure your customers see it. People are usually searching to make a decision about something. Give them what they need to help make their decision. For example, if you're offering a 10% discount for a limited time, or have an exclusive product, don't forget to tell your customers!

Think of "Accelerated delivery" like jet fuel. It's likely to use up your campaign's daily budget early in the day by showing your ads more quickly until your budget is reached.

Within a given AdWords campaign, an ad group lets you easily manage the status and default bids for one or more related ads as well as their shared set of keywords.

Standard delivery (the default option) distributes your budget throughout the day to avoid reaching your budget early on. This option is recommended if you want to reach your audience evenly throughout the day, rather than just in the morning.

A set of keywords, ads, and bids that is a key part of how your account is organized. Each ad campaign is made up of one or more ad groups.

Manager Defined Spend (MDS) is a simple way for My Client Center (MCC) account-users to control their managed accounts' budgets.

The Contextual Targeting Tool automatically builds keyword lists that can be used to show your ads on relevant web pages across the Google Display Network.

You'll want to make sure that your keywords are relevant to your product or service. That way, customers are more likely to click your ad as they search for specific terms, which can help improve your clickthrough rate (CTR) and Quality Score.

Negative keywords can help you reach the most interested customers, reduce your costs, and increase your return on investment (ROI). When you add terms as negative keywords (available for "Search Network only") or as keyword exclusions (for "Display Network only" campaigns), your ad won't show to people searching for those terms or visiting sites that contain those terms.

Enhanced cost-per-click (ECPC) is a bidding feature that raises your bid for clicks that seem more likely to lead to a sale or conversion on your website. That helps you get more value from your ad budget.

your ad performance on the Display Network does not affect your rank for search ads. And lower CTR on the Display Network doesn't affect the Quality Score of your ads for search.

To show more relevant ads to potential customers, try grouping your keywords and ads into ad groups based on your products, services, or other categories. Additionally, you can keep your account better organized if your keywords are grouped into themes.

When you use placements and keywords together, the combination won't affect where your ads appear on the Search Network, which only uses keywords to target your ads.

A Quality Score is calculated every time your keyword matches a customer's search. You can get a sense of your keywords' Quality Score for the Search Network in the "Keyword Analysis" field of your account.

Google use to calculate a search campaign's recommended daily budget based on Impressions