PAY PER CLICK SERVICES

the Internet that provides a huge platform for advertising products andrnservices online. Advertisers around the world have shown a keen interest in makingrngood use of the Internet that is omnipresent these days to market various productsrnand speed up their business activities by reaching out to numerous users.rnYou might be aware of the conventional methods of push marketing that involvesrnthe use of brochures, television ads, radio ads, banners, bills, balloons, etc. wherernpeople are driven to hear, listen, and view the product or service they can get.rnQuite contrary to the traditional model, the recent methods of internet marketingrninvolve innovative techniques to catch more eyeballs and pull online traffic to visit,rnlisten, view, or buy a product or a service that is on offer. It is done through a modelrnthat is now being widely regarded as Pay Per Click (PPC). It is a successful model forrninternet advertising that directs online traffic to particular websites, where thernadvertisers pay the publishers a certain amount when their ad is clicked. About PPC Ad:rnPPC stands for Page Per Click. It is an internet marketing model where the advertisersrnuse the publishers’ website to market their products or services through ads. Thernpublisher gets paid by the particular advertisers when a user clicks on their ads. It isrna pull-type internet marketing of buying user visits to a site. Search Engine Advertising:rnOne of the most popular forms of PPC marketing is Search Engine Advertising (SEA).rnIt allows advertisers to bid for placement of ads in the search engine’s sponsoredrnlink, when a user searches for a keyword that is relevant to a product or a service.rnWhenever a user clicks on an ad, the link directs the user to the product’s website.rnAt the same time, the product or service provider needs to pay some amount to thernsearch engine, such as Google.rnBehind every successful PPC campaign lies a catchy ad that can attract the attentionrnof online users. Advertisers focus on the following aspects while creating an onlinernad:  Research for effective keywords related to a product or a servicern Choose the right keywordsrn Group the keywords relevantlyrn Arrange the keywords to create an advertisernMore often than not, the ads that are useful and relevant are charged less fees perrnclick by the search engines. This is rewarding for the advertisers, as they get morernbusiness in exchange of minimal fees. Entities Involved in PPC Advertising:rnThe following entities are involved in PPC Advertising:  Product or Service Sellerrn PPC Advertiserrn Landing Page Providerrn Landing Pagern Viewer or the Visitor Workflow of a PPC Ad:rnThe workflow of a PPC ad is as follows:rn1. First of all, the advertiser creates an online account and loads her account withrnsome money – say Rs 5000. Note that some organizations allocate their PPCrnbudgets in hundreds, thousands, or even millions of rupees per month.rn2. The advertiser creates a small text ad. In some cases, a PPC ad can includernimages.rn3. The advertiser specifies a list of keywords associated with the ad.rn4. The advertiser determines how much she is ready to pay each time someonernclicks on the ad.rn5. On the buyer’s side, a user visits the search engine – say Google.com, entersrnone of the keywords or keyword phrases - say “Kindle Paper white” and clicksrnthe Search button.rn6. The search engine finds the matching ads and places them on the results page.rn7. If a user clicks on the ad, she is taken to the advertiser's website, and thernadvertiser is charged for the click. History of PPC:rnPPC ads have been in existence over a decade now. The term PPC came into existencernduring the year 1990 when organizations started conducting their business on thernInternet. One of the companies that pioneered the concept was goto.com. Yahoo tookrnit over in 2003. Properties of a Compelling PPC Ad:rnA compelling PPC ad has the following properties:  It is a part of a closely-knit ad-groups.  It can address the desired search queried by the users.  It takes the user to an appropriate landing page.  It drives the users to click on it and explore. General Formula for Calculating PPC:rnThe basic formula of calculating PPC is:rnPay per click ($) = Advertising cost ($) ÷ Number of ad clicks Advantages of PPC:rnPPC helps in branding and creating leads as well, both in parallel. PPC provides quickrnresults in contrast to SEO results that are equally important but may take months orrneven years to materialize.  Quick Actions PPC gives immense traffic, quick results, and more hypernbranding in a short span of time.  Negligible Initial Investment Search engines do not charge fees to insert arnPPC ad or to set up an account. The user pays only when someone actuallyrnclicks on his ad.  Business Gets Noticed Globally A business can get global recognition,rneven if it has a small local setup.  Instant Results As compared to SEO methods, PPC ads can deliver fasterrnresponse, if quality ads are posted. PPC TERMINOLOGY:rnGiven below is a list of the terms frequently used in PPC advertising followed by arnshort description of the terms. You should be thorough with these terms beforernproceeding further. Ad group:rnIt is a collection of relevant keywords under one name. Maximum 20,000 keywordsrncan be added into an Ad Group. Ad Network:rnAn Ad Network is an online business that specializes in matching up of advertisers tornthe websites looking to host the ad. Ad networks work as brokers for both suppliersrn(sites with content that can host ads, for example, tutorialspoint.com) and buyersrn(the advertisers). An ad network relieves the websites from having to set up andrninvest in their own ad servers and tracking software. Conversion:rnConversion is the action the user wants when he clicks on an ad. It occurs when arnvisitor takes action. For example, the user makes purchases, signs ups, submitsrnenquiry forms, views a page, or downloads, depending on the program's goals Conversion Rate:rnIt is the measurement of the success of a paid campaign. It is measured by thernnumber of potential visitors performing any of the desired actions such as buying arnproduct, filling a form, etc.rnFor example, if there are 100 visitors to a particular webpage via a PPC ad, and threernof those 100 visitors buy the product the website sells, then the conversion rate forrnthat particular ad is three percent. The larger the conversion rate, the morernsuccessful the website is. Cost Per Action:rnIt is the amount you pay for every lead, sign-up, or purchases. It is also known asrncost per acquisition. Cost Per Click (CPC):rnIt implies the amount you pay for every single click on your ads. Cost Per Mille (CPM):rnIt is the amount paid for every thousand views of the PPC ad. Destination URL:rnIt is where you want the user to land when he clicks on the ad. Display URL:rnIt is the name of a page of the website.rnGeo-targetingrnDelivery of ads to a particular geographic location of the users. It allows thernadvertisers to choose specific locations where they wish to show their ads. Impression:rnIn the context of online advertising, it is a measure of the number of times an ad isrnseen irrespective of clicking on it. Each time the ad displays, it is counted asrnone impression. Keyword:rnIt is a search query made by a user. A word or a phrase of words entered in thernsearch box by the user. The search engine matches your keywords and gives yournrelevant results on the Search Engine Result Page (SERP). Landing Page:rnIt is any standalone webpage distinct from the main website on which the visitorrnlands. Negative Keywords:rnThey are the ones for which you do not want your ad to appear. PPC Bid:rnIt is the maximum amount of fees an advertiser is ready to pay for a click. Prospect:rnProspect is a potential user who can buy a product/service being advertised. Quality Score:rnIt is a dynamic metrics assigned to each of your keywords and ads. It determines thernquality of your keyword, ad, and the landing page. High quality score boosts the adrnrank. Search Engine Result Page (SERP):rnThe page that lists the results returned by the search engine in response to a userrnquery. Split Testing:rnIt is a classic method of testing an ad to determine the effectiveness of a PPC ad. Itrncompares two versions of an ad that are identical except for one specific differencernof a word or an image. CREATING A KEYWORD LIST :rnKeywords are the primitive entities of PPC ads. Choosing a correct and relevant setrnof keywords can help design a crisp and persuasive ad to fulfil the sole purpose ofrnincreasing the number of clicks on the ad.rnVarious keywords have different meanings and intents. Some keywords are typicallyrnused by general users who are into early research phase and some keywords arernused by expert researchers. Categorizing the Keywords:rnKeywords are categorized and arranged on the basis of their potential effectivenessrnin an ad. Refer the following target model for creating appropriate keywords.rnThis model shows generic keywords or phrases used by the users to describe theirrndemand on the outermost section. The keywords or phrases become more specificrnas you go towards the center of the diagram. User Phrases:rnImpression volume on these words is vast. It is based on the interest and pastime ofrnusers. These keywords generate lowest conversion and highest CPA for all thernkeywords. These terms depict that the user has no intention of searching for arnparticular product. Product-Complementary Phrases:rnThese are the terms the users use along with the main product. They can be someonernelse’s product terms. For example, “Kindle Sleeves” in case of “Kindle Fire HD Tablet”. Competitor Phrases:rnEarlier, competitor phrases were next to the brand terms in order to get a high CPA,rnbut recently, it is not possible, and it is not a good practice to use competitor phrases. Product Phrases:rnThis is a list of the products or services offered by a business. It can be as lengthyrnas all the range of products or services. The CPA on these terms is higher than thatrnon the brand terms. The users searching for these terms are in a decisive frame ofrnmind. Brand Phrases:rnThe users who use these as keywords are easy to convert. These keywords mightrnnot produce impressions or page views in terms of volume but these phrases producernthe best conversion rate. Building a Keyword List:rnYou can use the given target model for keyword research and building a keyword list.rnThe basic steps of building a keyword list are:  Create a basic list (Seed List) of usual business termsrn Expand the list using keyword research toolsrn Refine the list of keywords Negative Keywords:rnNegative keywords are an important part of the keywords list.rnThey make sure that an ad appears only for a particular product the seller sells. Theyrnserve as ad filters. A negative keyword ensures that an ad does not appear for thatrnparticular term and reaches only the best potential audience.rnFor example, here is a list of typical negative keywords for books and manufacturing:  Books: Download, Audiobooks, Kindle, eBooks, Films, Movies, DVDs, and CDs.  Manufacturing: second-hand, used, rental, rent, hire, repair, and service.rnNegative keywords can:  Prevent the users from browsing for other products the seller is not offering.  Help avoid paying for useless clicks.  Reduce average Cost-Per-Click (CPC) and increase return on the investmentrn(ROI).  Increase overall Click-Through-Rate (CTR) of the PPC account in the long run.  Help create more relevant keyword groups with higher CTR.  Raise the Quality Scores.  Lower the investment cost.rnAdding negative keywords is an important task in PPC strategy, which is scheduledrnonce in a month. It is scheduled even more frequently, in case of large ads. SETTING TARGET LOCATION &rnLANGUAGE:rnA pay-per-click ad that targets mass market is seldom successful. Setting appropriaterntarget locations for advertising allows an ad to reach the consumer precisely withrnspecific needs and demands. In the long run, it benefits the business, as it allows torntake better strategic marketing decisions.rnFor higher number of impressions, more CTC, and in turn higher ROI from the PPCrnad, you need to analyze the target locations beforehand.rnA target market can be segmented on the basis of:  Geographic location of usersrn Demographics of usersrn Language of users Geographic Locationof Users:rnPublishing an ad for the customers where they are located elevates the popularity ofrnthe product and the possibility of higher ROI.rnThe method of determining the geolocation of the visitor with respect to country,rnstate, region, IP address, or device ID of the user’s device, and showing ads as perrnthe user’s location is termed as Geo Targeting.rnThe geographic location can vary from within a few kilometers distance from thernseller’s business to faraway countries. If the business serves in several areas, thernseller might wish to create separate ads for each location to track the performancernseparately. Demographicsof Users:rnUser demographics are an important factor while targeting a market. Demographicsrninclude age, gender, income, occupation, marital status, literacy, and lifestyle of thernad recipients.rnYou need to consider the following demographics while creating an ad:  Age: Users’ needs and demands change with age.  Gender: Male and female users react differently towards consumer products,rnjewelry, magazines, etc.  Income: Users’ affordability varies depending upon their income levels.  Occupation: Users’ occupation affects their lifestyle which in turn affect thernproduct or service they opt for.  Marital status: Experts say, single customers buy a specific productrnfrequently than those who are married. Also, married people are inclined tornpay more price. Marital status is an important factor.  Literacy: Awareness and comfort level of the users with handling internetrnactivities affect PPC ads and in turn the seller’s business targets.  Lifestyle: The acceptance of a product is highly driven by the people’s dayto-dayrnlifestyle. Language:rnYou might get into a tough situation if the ad itself falls short of conveying the rightrnmessage across its consumers. In case of PPC advertising, you want the ad to showrnup for the customers who can comprehend and convert them.rnLanguage targeting allows to choose the language of the websites that you wouldrnprefer the ad to appear on. For example, if an ad is in French, you probably wouldrnwant it to appear it on French sites too.rnFor creating an ad in a target language, you need to:  Analyze the local terms, phrases, and dialects of the language.  Have access to the translators and native speakers.  Keep a list of carefully researched English keywords, but use them only as arnstarting point.  Brainstorm with translators for alternative keywords and test the effectivenessrnof those keywords using the keyword suggesting tools.  Keep a dictionary handy but get to understand the context and culture ofrnnatives beforehand. rnWRITING A KILLER PPC AD:rnIn today’s world of internet marketing, the advertisers are in a fierce race of grabbingrnthe space on webpages to put up their ads. When thousands of advertisers compete,rnonly those who create the most effective and catchy ads stand out from others andrnhelp accelerate the seller’s business. Market and Audience Research:rnResearch the market. Answer questions such as:  How many people are using product or service that the seller is selling?  How many people use various parallel products?  What is the budget for the ad?  What does the user want?  What is user’s motivation?  Why does the user need this product or service? Keyword Research:rnFind out the following:  Which are the products searched by the users in the seller’s business domain?  Who are looking for the products similar to those offered by the seller?  What is the cost to bid for PPC ad on relevant searches (keywords)?  What keywords the competing advertisers are using? Build Pay-Per-Click Ad:rnBuild the PPC ad. Put groups of related keywords into one ad group. Create multiplernads and split-test them for each ad group. Build Landing Pages:rnBuild the respective landing pages combining aesthetics, art, and technology. Track, Measure, and Report:rnMonitor and measure the following:  Impressions (how often your ads appear),  Click-through rate (how often your ads are clicked on),  Response rates (how often people respond to what website offers) for variousrnkeywords, ad groups, and ads. Optimize the Ad:rnOptimize the ad as follows:  Using the monitoring data, refine and improve the keywords, ads, and landingrnpages as and when required.  Make sure all the changes are implemented and performance is trending in thernright direction.  Remove non-working words, images, links, and move on Creatinga PPC Ad Using Google AdWords:rnA well-written, persuasive, and concise copy can make a difference between successrnand failure in a PPC advertising campaign.rnStep 1: Know the Rules of Framing an AdrnStep 2: Identify True Competitors of Seller rnStep 3: Identify Seller’s Assets, USPs,and Your CredentialsrnStep 4: Create an Effective Call-To-Action (CTA)rnStep 5: Write Your Copyof AdrnStep 6: Add ExtensionsrnStep 7: Repeat Keywords on the Landing PagernStep 8: Test LANDING PAGES:rnIf you create a beautiful and catchy PPC ad with an effective Call-To-Action and dornnot link an appropriate landing page to it, then all your efforts go in vain.rnIt can be very annoying and disappointing for a prospect when he clicks on a greatrnlooking ad and finds out that the landing page is irrelevant to the ad. Poor landingrnpage management is a waste of money.rnUse of landing pages in the PPC ads helps to:  Increase conversionrn Reduce Cost-Per-Click (CPC)  Reduce bounce rate Types of Landing Pages:  Click Through: This is the most basic type. It has general information aboutrna product, why you should buy the product, when it will be available, etc. Itrnprovides a button to take the visitor to the page where the item can bernpurchased.  Viral: This type of landing page tries to reach out to a large group of people.rnIt is full of social sharing buttons and catchy content.  Lead Capture: There is no exit route when it comes to a lead capture landingrnpage. Such pages gather user data to send email marketing campaigns,rnconnect with social media, call with special offers, etc.  Mobile: It provides bare minimum contents with eye-pleasing appearance.  Homepage. Sometimes organizations just link to the homepage, which is notrna good move. The homepage is likely to offer different options and choices,rnwhen in fact the visitor is interested in a specific link to get something specific. Elements of an Effective Landing Page:rnThe primary goal of a landing page is to pursue the user to convert. An effectivernlanding page has:  Engaging and beautiful appearance.  Well-organized contents.  Tight coupling between advertise and page contents.  Simple, yet descriptive and informative. Creating a Well-Formattedand Informative Landing Page:rnA well-formatted landing page as shown here grabs the attention of the visitors andrncompels them to complete a conversion. For creating a good landing page, you needrnto do the following:rnKeep a Clean and Organized Designrn Use pleasant and appealing colors.  Keep high contrast among page background and CTA buttons. Testing the Landing Page:rnYou can test a landing page manually or using a tool. You can test the following:  Loading time of the page.  Appearance of page layout and design.  Visibility of various elements on the page such as images and buttons.  Focus on the buttons.  Appropriate button functionality. BIDDING:rnBidding is offering a competitive price that a bidder is ready to pay for a service. Thernterm ‘bidding’ is always used in the context of auction. Bidding is very useful to setrnthe value of an object, an art piece, a property, a commodity, etc. The amount itselfrnis called as a bid. PPC Bidding:rnIn the context of internet marketing, the amount an online business organizationrnallocates for PPC advertising is known as PPC bid. The bids specify the maximumrnamount that an organization is ready to pay each time a user clicks your ad. This isrncalled the maximum Cost-Per-Click (max CPC). Factors that Affect Bidding:rnBidding depends upon the following factors:  Advertising budget of the organizationrn The time the organization plans to use paid advertising.  Keyword popularityrn Competition from other advertisers What to Bid For?:rnWith the help of bid management tools, you can bid for:  Conversion events such as video views, contact forms, store directions, therntime of ad display, etc.  Keywords such as brand phrases, user phrases, direct response phrases, leadrngeneration phrases, engaging phrases, etc. Pricing Strategies:rnBefore you start bidding, you need to consult the seller to determine and set the pricernof the product or the service the seller is selling. How Much To Bid?:rnWhen it comes to pricing, what you pay for depends on overall media budget,rnaggressiveness, negotiation skills, and the business circumstances. PPC Bid Management Solutions:rnYou can use AdWords to build and manage your ads pretty easily. But in case yournhave more than a few dozen ad groups, or you are spending more than $10,000 arnmonth on paid search, a bid management tool is required for day-to-dayrnmanagement of the ads.rnThere are quite a few bid management platforms available in the market. Selectingrnthe best platform is a time-consuming task. These tools vary in options and featuresrnfrom one another.rnHere is a list of some popular bid management solutions:rnAcquisiornThey manage Facebook paid socials and provide retargeting efforts. Acquisio’s PPCrnbidding tool adjusts bids and campaign budgets automatically based on the eventsrnyou define, and delivers automated reports with data from Google, adCenter, as wellrnas Baidu.rnKenshoornThe bid management tool offers portfolio, model-based or rules-based bidding, andrnit is easy to optimize, tag, research, and optimize campaign elements. Kenshoo hasrncustomized A/B testing tools, conversion attribution, great reporting options, andrnreal-time campaigns that dynamically build and sync your campaigns with inventoryrndata.rnMarinrnIt is an easy-to-use online management platform. It provides a desktop editor toolrnand strong reporting solutions. Marin also has a real-time campaign feature for onlinernmerchants called Marin Dynamic Campaigns.rnClickablernSocial and search advertising management platform Clickable offers a bidrnmanagement system that delivers quantitative and qualitative keyword, ad group,rnand campaign recommendations. Clickable also offers Conversion Tracking, KeywordrnCall Tracking, Bulk Keyword Editing, Custom Reporting, and free PPC evaluation.rnkeywordMaxrnIt is designed for advertisers, agencies, and local businesses. Its PPC productrnperforms rule-based bid adjustments 24 times per day, and offers advanced realtimernreporting. The platform is easily private labeled.rnPPCBidMaxrnIt is an automated bid management tool for AdWords and adCenter. Their prices arernflat monthly rates, between $48 and $799.20 for PPC BidMax 5.1, and $239.20 forrnPPC Ad Max 1.0.rnSearchForcernIt can quickly adjust the bidding rules anytime for the entire campaign or makernmultiple one-time adjustments to the entire portfolio. It is a flexible platform.rnWordStream PPC AdvisorrnIt offers weekly and on-demand recommendations based on bidding best practicesrnand the user’s goals. PPC Advisor combines keyword discovery, analysis, grouping,rnorganization, and prioritization.rnWordWatchrnIt is an advanced management tool for Google AdWords campaigns only. Users canrnchoose either traffic or conversion goal and it identifies keywords with highrnperformance potential and optimizes bid prices for increased results.rnThe list of the ad management tools is still growing day-by-day. Factors to Confirm Before Bidding:rnBefore bidding for the keywords or conversion events, here are the questions yournmust be ready with the answers:  Is my goal defined and known? What is this PPC ad meant for: increasing brandrnawareness, increasing sales, or increasing number of subscribers?  Is the budget set properly for this ad?  Is the list of potential keywords ready?  Is the list finalized into a targeted list of words manually by hiring professionalsrnor by using a tool? MEASURING RESULTS :rnIt is very important to measure the success of your PPC ad. To improve an existingrnPPC ad further, it is vital to analyze its ROI, conversion rate, and the problemsrnincurred.rnEven if an existing ad is doing well in terms of conversion rate and generating ROI,rnthere is always a room for improvement. To improve an ad in the right direction andrnelevate its ROI, it is necessary to measure the success of the launched ad. PPC AD ON GOOGLE:rnIf you want to display your ad with the help of Google, you need to use Google’srnAdWords Creatinga PPC Campaign inGoogle AdWords:rnBefore creating an actual campaign, let us take a look at a dummy advertisingrnproject. Suppose you need to create a PPC ad for selling mechanical and electronicrnlocks, keys, and their repairing services.rnYou need to keep the following checklist ready:  Budget per Month – Rs 10000rn Budget per Day – Rs 300rn Scope of Geotargeting – Hyderabad Cityrn List of Keywords – Key makers, Key makers in Hyderabad, local key makers,rncomputerized key makers, car key maker, car key makers, key maker for car,rnkey makers for car, etc.  A Ready Ad Copy with the Following Details:rno Heading of ad (25 char) – Locksmith Hyderabadrno Description Line 1 (35 char) – Looking For Keymaker?rno Description Line 2 (35 char) – Call For Immediate Responserno Display URL (35 char) – http://www.affordablelock.netrno Destination URL (1024 char) –rnhttp://www.affordablelock.net/remote_keysrno Landing Page URL- http://www.affordablelock.net/Purchase_Lockrno Design of landing page ready/not ready – Not readyrno Image required, if any rnYAHOO! AND BING:rnSEARCH MARKETING rnYahoo! Search Marketing is a keyword-based marketing where the advertisers payrnthe publishers a fixed amount for each click. Though Google dominates PPCrnadvertising, Yahoo gives certain advantages over AdWords. Lower CPC and CPM arernthe prominent ones.rnYour search traffic volume is low on Yahoo! Yet, you have less competition on adrnposition and major traffic seems to be genuine. Also, Yahoo, Bing, and MSN make uprnfor one-third of the total web traffic. So, you might miss millions of searchers byrnskipping it.rnYahoo and Bing had an advertising deal that leads to merging of the two companies.rnYou can manage ads on ‘Microsoft AdCenter’. Structureof an Ad Account:rnAn Ad Account is a cluster of all the attributes given below:  Set of keywords.  Ad group, which is the group of keywords packed under a name.  Ads copy containing marketing messages that you draw on Yahoo! searchrnnetwork.  Campaign made of one or more ad groups. Creating a PPC Ad on AdCenter:rnTo get on Yahoo and Bing Ads, you need to sign up with a Microsoft AdCenter account.  Login to your MS AdCenter accountrn Add a URL you want your traffic to redirect torn To create a campaign, provide details such as name, time zone, budget,rnlocation, and languagern Add Ad groupsrn Create adsrn Ad keywordsrn Set prices (bidding)  Add your locationrn Verify your campaignrn Click on button ‘Submit’  Bill the amount using PayPalrnYou can even import an ad from Google AdWords. rnBidding:rnBids affect your ad position directly. Although there are other features that influencernthe ad position, the Auction bid is the maximum amount you are willing to pay for arnsingle click.rnAdCenter offers you:  Controlled biddingrn Bid on individual keywordsrn Bid on match typesrn Suggested bidsrn Incremental bidsrnYou can set the bids in the following ways:  Mainline bid – Shows your ads on the top of a search page.  Best position bid – Fetches your ad the best position.  First page bid – Displays the ad on the first page.  Adgroup bid – Applies to all the keywords in an ad group.  Custom value – Bids on selected keywords. rnKey Features:  Yahoo! network comprises of 27 percent of the total web traffic in US.  Yahoo! offers PayPal transfer mode with a minimum payout of $50.  You only pay the amount you are willing to pay.  Only genuine traffic arrives, since you pick the keywords yourself.  Wide range of reporting tools.  Easy account navigation.  Free conversion tracker. Yahoo/Bing Ads Editor:rnYahoo/Bing Ads Editor is a powerful offline tool that lets you manage your campaignrnin a smooth and flawless manner. It lets you create and manage accounts offline andrnin bulk.rnYou need to sign up for ads account and download the ‘Ads Editor’. Once downloaded,rnyou can either create a new campaign or you can import it.  Get changes – You can change any conflicts between offline and onlinernaccounts.  Post changes – You can post and undo changes.  Import – You can import campaigns. For example, you can import fromrnGoogle AdWords Editor.  Export – You can export your campaigns.  Show Statistics – You can have a look at performance data.  Panes – On Ads Editor, you can find a few panes such as Manager pane, Editorrnpane, and Browser pane.rno Manager pane – Lets you customize your account according to yourrnrequirements.rno Browser pane – Lets you browse your account.rno Editor pane – Lets you edit and view your campaigns.rnYou can optimize an existing Ad account by visiting individual tabs on the platformrnand following the instructions there. You can set default values for your new andrnimported campaigns and ad groups. You can specify your dashboard to collectrnstatistics. You may even select match types for your keywords. Use keyword bidrnestimation tool for keyword mining. It also lets you choose custom devices andrndemographic targeting. Budget and Billing:rnYou can set your budget on a daily or a monthly basis. Setting the daily options ‘on’rnlets you control your daily expenditure. However, in monthly basis, it depletes asrnfrequently your ad is being clicked.  Daily Standard Budget – It is set by default. The budget is spent in arnparticular rate throughout the day. If CTR is high, the rate of impressionsrnreduces. It does not affect your budget. If you monitor and change your budgetrnfrequently, set the ‘daily standard’ option.  Daily Accelerated Budget – It shows your ad more frequently till the budgetrnis over. If you monitor and change the budget daily, set it to ‘daily accelerated’rnbudget.  Monthly Budget – Here the budget gets depleted as your ad is being clickedrnon. It ceases the impressions once the budget reaches zero. If you update yourrnbudget rarely, set it to ‘monthly budget’ option.  Yahoo/Bing allows you flexible payment methods as:rno Pre-pay – You pay before commencing the campaign.rno Post-pay – You pay the bill after a month. However, you can decide arnthreshold limit. You impression ceases once this value is achieved.rnYou may pay using any payment mode, be it credit/debit card, net banking, pay-pal,rnor through personal cheque. You can manage your payment methods by updatingrnthe ‘Accounts and Billing’ feed. Under the tab, you can even review your billingrnsummary Campaign Optimization:rnCampaign optimization is all about improving your campaign. You can track itsrnperformance by measuring these three KPIs:  Impressionsrn CTRrn ConversionsrnTo improve a campaign, you need to focus on the following:  Ad quality and relevancyrn Delivery of maximum information without compromising the layout andrngrammarrn Compliance of ad with keywords, business, landing page, and USPsrn Provide correct information about seller’s product and servicesrn Estimate what is working and what is not for the adrn Keep an eye on your budget by generating expenditure reportsrn Weigh up the performance and build up insights for account optimizationrnYou can report in five formats:  Performance Reports – Track how ads are performing at various levels.  Change History – Tracks the changes made so far.  Campaign Analytics – Report leads incurred, ROI generated, etc.  Targeting Reports – Show what areas are targeted.  Billing and Budget Reports – They track how much you are spending in anrnaccount. Conversion Tracking:rnTo track conversions, you need to place a small snippet of Java code in your ad,rnlanding page, or thank you page so that you can record your visitors and their origin.rnBy tracking conversions, you can find out:  the audience you need to spend upon,  the potential features in your campaign,  which visitor is costing you less and how,  the leaks in your website, andrn the ROI.rnIn AdCenter, navigate to campaign settings  Enable conversion tracking  Collectrnthe page code  Click copy code  Add the snippet into your source page in the ………. tag. FACEBOOK ADS:rnFacebook is the most popular social networking platform. People of all ages, tastes,rnand demographics use it, thereby creating a good option for an advertiser to reach arnwide audience. Facebook ads draw the attention of users and drive them to thernseller’s website. Overview:rnFacebook ads follow the auction method. Here, advertisers are charged when theirrnad is clicked, or it shows (impression) or a lead is generated by clicking the ad. Itrndepends on the mode one has selected (clicks, impressions, or acquisition).rnFacebook ads run across all devices and platforms. You can reach the people whornmatters the most to your business, no matter wherever they are. Setting up an Advertising Account:rnTo start running ads on Facebook, you need a working Facebook account.rn1. Search ‘Ads Manager’. rn2. You are shown the present status of the ad.rn3. Click on the button ‘Create Ad’. It takes you to building an ad. Facebook offersrndifferent options of objectives of creating ads. Select the option ‘Send people tornyour website’. rn4. Enter the name of the website tutorialspoint.com you want people to be redirectedrnto.rn5. Enter the campaign name as First Campaign tutorialspoint Website Clicks.rn6. Enter appropriate account information. rn7. Keep the default location India. Keep default agegroup as 18 to 65 years.rn8. Enter education level as In College and College grad.rn9. Enter interests as Technology.rn10. Select behaviors as Digital activities  Internet Browser Used  Chrome andrnMobile Device User  Smartphone Owners.rn11. Enter the Per day budget amount as Rs 250.0 in Indian rupees.rn12. Select the option Run my as set continuously starting today.rn13. Cilck on the button ‘Upload’ to add the image for the ad.rn14. Select a facebook page as Tutorials on Cloud Computing. rn15. Scroll down few lines.rn16. Enter Headline as Tutorials for Free.rn17. Enter text as Free tutorials and reference manuals with examples for JDB,rnHaddop, Hive, HBase, XStream.rn18. Select Call-to-Action button as ‘Learn More’.rn19. Preview the ad on the right hand side. Change the fields if required. You canrncreate a page for your ad for using text and links for your ad.rn20. Choose ad category as Company, Organization, or Business.rn1. On the create page dialog, enter Page Name as Tutorial on Cloud Computing.rn22. Choose category as Internet/Software.rn23. Upload an image for the page.rn24. Click on the button Create Page.rn25. After you finish entering all the inputs as per your requirement, click on thernbutton ‘Place Order’. It takes you to entering the payment method where yourncan enter credit card details to pay for your ad. Following Up Your Account:  To set the status of your account, go tornAds Manager  Campaigns tab  You can manage your campaign. Set it ‘active’ or ‘inactive’. You can set therndelivery options and can delete your campaigns, ads, or account. Otherrnadvanced features are available.  To edit your ad set’s budget or to reschedule it:rnAds Manager  Ads sets  Budgetrn To set the ad dates:rnAds Manager  Ads sets  Date (on top of the graph)  select dates  Savern To change the bid:rnAds Manager  Ads sets  Scroll over current bid  click pencil icon  makernbid changes  Savern To edit the existing ads:rnAds Manager  Ads sets  Ads  Creating, Targeting, and Pricing  edit rnSavern You can add Account Groups to access multiple advertising accounts. Managingthe Ad:rnThe next step is to manage the ad you created. It involves the following:  Changing the running frequency of the campaignrn Changing budget of the adrn Cahnging the keywords or images of the adrn Assuring the changes are in place, implemented correctly, and working finern Engaging the users to visit morern