Signing up for Google AdWords is quick and easy. When you begin the registration process, you must
choose between the basic and standard editions of AdWords. The basic edition is great if you’ve never
used a PPC program before. It includes one set of keywords, basic reporting capabilities, and basic
targeting. The standard edition includes multiple sets of keywords and more advanced targeting and
reporting in addition to a few other tools.If you begin with the starter edition, you can graduate to the standard edition when you’re ready to.
When you do, your starter campaign will be moved to your standard AdWords account, so you
don’t lose any of your existing advertisements. No matter which option you choose, you’ll walk
through the process of setting up your first AdWords PPC ad when you sign up for the account.
Even though you’ve created an account, however, the ad won’t be active until you fund the account.Funding just means that you provide a credit card number to which Google will charge your monthly
advertising costs. Once you fund the account, your ads will begin showing immediately, based on the
budget that you created when you set up the account.Google lets you change your budget, or even your ads and keywords, without too much trouble.
When you sign into your AdWords account, you should see four tabs across the top of the page,
as shown in Figure 10-1. These tabs lead to different segments of the AdWords web site that allow
you to manage your ad campaigns and your AdWords account.FIGURE 10-1
Use the navigation tabs in Google AdWords to manage your campaigns and your account.Campaign management
The Campaign Management tab is where you’ll perform most of the tasks to manage your account.
This tab contains an overview of the ads that you have running as well as links to an account snap-
shot, tools for managing your accounts, conversion tracking tools, a web-site optimizer, an ad cre-
ation marketplace, and an ad audio library.The account snapshot, as shown in Figure 10-2, shows a quick overview of your campaign perform-
ance as well as any alerts that you might need to see.The Tools link is where you’re most likely to find the tools that you need to edit, change, or delete
your ad campaign. When you click this link, you’re taken to another page with links to applications
such as the Keyword Tool, the Traffic Estimator, and the Ad Creation Marketplace, which is a fee-
based service that makes it easy for you to hire someone to help you create your PPC ads.153
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