Following Google's Editorial Guidelines

      Before we continue examining different aspects of ad copy writing and creating effective ads,let us examine the editorial policies. If an ad will not be approved by Google to show on a search result, there is no need to waste your time writing that type of ad.
        Google has  gone to great lengths to ensure that ads meet a certain standard before being shown to their visitors. As one of Google's major success metrics is a returning visitor, they want to ensure that the ads are just as relevant as the natural search results.



CHARACTER LENGTHS
                             The first consideration is character length. There are stringent requirements for how many characters can appear in an ad:
Ad copy section                 character length
Headline                                    25
Description line 1                        35
Description line  2                        35
Display  URL                              35
Destination URL                      1,024


It is commonly said that the best headline is 26 characters. Attempting to write creative marketing messages in a matter of 95 characters is very difficult and takes some time to master.  This is why it is important to test out different messages.
            Even though description lines 1 and 2 appear as different lines when ads are created, it can also be useful to test out writing one 70 character sentence to see if the ad reads better as a single sentence  that as two distinctive messages on separate lines. This is especially true if your ad regularly appears at the top of the page, where the two description lines are run together.
 

EDITORIAL REQUIREMENTS

        The most ambiguous of the editorial rules is "accurate ad text". while Google explains this requirement as ensuring that your ad reflects what the consumer will find on your landing page, it is also a rule they can fall  back on if they want to disapprove ad copy for various reasons.
         Following this rule is importance for conversion rates. If your ad copy claims  someone will find something on your landing page and that item is not there, the user will hit the back button and  your have just wasted the price of the click.  Following this rule can also help your quality score is a  word Google uses repeatedly to describe their Adwords program.
        The second rule is accurate capitalization. While you can  capitalize the first letter of each individual word, you cannot have a word in all caps: exception include acronyms or words that naturally always appear in all caps. For instance, if you wrote  the ad copy " FREE software," the ad would be disapproved because " FREE" is not a word that should appear in all caps.

Where did Google find these Keywords?

     The last column is one to pay attention to: Extracted from webpage. This is the page on the examined domain that Google thinks is most relevant for that keyword. Instead on the examined domain that Google thinks is most relevant for that Keyword. Instead oh having hunt through your site for which keywords belong to which pages, this tool can help you quickly associate keywords to a particular landing page.

             If you see keywords you would like to add to your account, all you have to do is click the box next to the keyword and they will  be added as draft keywords. The My Draft Keywords tab will show you the keywords you have added in such a manner.

               At present, you cannot save these keywords directly to your AdWords account. If you would like to add them, the easiest way is to export the keyword data to an excel file, and then use the Ad words Editor or copy/paste via the Ad-words interface to add those new keywords to your account. you can also export all the keywords from the main page and save them in a CSV file.

                while doing your keywords research, there are several ways you can filter the data. The first way is based on where Google is finding the keyword information on your website:

      In keyword and page title.

      In keyword only

      In page title only

In addition , you can filter based on competition 

• competition
• Monthly search volume
• suggested bids
• URL contains
• Partial matches to keyword in my account
• The first three are self-explanatory. The URL contains filter allows  you to only see keywords.

Learn your Ad/Search Share

The ad/Search share information is only displayed if the url you are examining  is associated with your Adwords account login you are using  to access the SKTool.
          The Ad/search share is composed of two different pieces of data. The ad share is the percentage of time your ad shows for  that search. The search share is how often your website appears on page 1 for that particular search query in the organic results.
               This information has become more accurate over time, but it is  by no means completely accurate. the website bgtheory.com has appeared almost 100 percent of the time in the organic results for several of the keywords shown in the last screenshot. In addition, if you do not filter the data, these keywords are new keywords for your account, so it would make sense that your ad share is 0 percent  since you have not added them to your account yet. Therefore, if you do SEO and you see that your website does not seem to have a large search share percentage for words you see that your Website does not seem to have a large search share percentage for words you see traffic from, do not panic. It could be that there is an error with the data.
             The data is also based on the entire country. Therefore, if you are geo-targeting , your search share could be a very low number as you are not trying to reach an entire country.

Interpreting the keyword Data

 once you can use one of the above methods to find keywords, you can also see a variety of data about each of the possible keywords. Not all of the data is displayed by default. If you  examine the customize columns drop-down selections you can choose which data you can wish to examine
       When examining the information, there are three pieces of data that are very important to note, as they will change all of the other statistics on the page depending on their inputs.
     The first is the bid you are using to calculate the estimated ad position and estimated average CPC,seen in the top left . If you access the tool from within an adgroup, the maximum cost per click(CPC) used will be your maximum CPC from your ad group. If you are not logged in, you should set a maximum CPC if you wish to see the estimated ad position and average CPC for each keyword.
              Please note that this tool is not hooked up to the quality score within your account, and if you have never used that keyword before, your account does not even have that information available for the tool. Therefore, the average CPC and average position data are very rough estimated. Since there are so many factors that go into average CPC. such as other advertisers changing their bids. advertisers within a specific geography, and a plethora of other variables, the suggested CPC should be used as a guide and not as definite number. You should use your common sense and the historical information you have learned about your industry to determine to how useful those two numbers are to your specific account.
         The second importance piece of information is the match type. The displayed information is based on the match type of the keyword. If you change the match type, the data will change based on the match type chosen.
              The third piece of data is advertiser competition. This is a bad that goes from empty for no competition  to full for a highly competitive word. It is always nice to find a highly relevant word with high search volume with little competition. They are very difficult words to find. Just because a word has many competitors does not automatically make it more expensive. While the bar is useful to get an idea on a keyword, this data point alone should not be one to make decision if you choose to add a keyword to your account.

Adwords Keyword Tool

   Google has a tremendous amount of search data, Between its organic and paid  search listings across its web properties such as news, Google.com, Google sites in various countries, images, and even products , google has complied a massive amount of data about search queries.
               One of the most powerful tools you can use to start your keyword research process is Google's own AdWords keyword Tool that can examine the information collected across all of these various Properties.
          The  Adwords Keyword Tool can be accessed from a few different places:
           Access the tool directly:https://adwords.google.com/select/
           KeywordToolExternal
       From the Tools menu in your Adwords account
      From an individual ad Group


INTERNAL VS EXTERNAL TOOL ACCESS

   If you access the Adwords keyword tool from the url into the tool from within your adwords account there are a few features you will not see. This is because Google does not know which Adwords account to associate this data with and therefore cannot show you data items from within your adwords account
   
     The two major  features you will not see are a way to find information from an existing keyword within your account, and the ability to view and add negative keyword information.

However , if you access the tool from within your account, the results are tailored to your campaign's geographic and language settings. Therefore, you cannot easily see data from different countries or languages

Understanding a Spider's Role in the Web

        When a search engine want's to index the web, it uses a program called a spider or robot. The search engine sends out its spider to crawl the web to find  new pages to index so it can build a database from the information it discovers. The spider indexes content such as HTML, images PDF files, or any other file found on the web. The terms spider, spidering, crawl, or crawling are commonly used indexing the content it finds.

USING NEGATIVE KEYWORDS

    Negative keywords are filtering words. This  type  of  keyword stops  your ad from being  displayed on a search result. If you have phrase and broad matched keywords  in your account and some of the variations do not have good conversion rates, you could use a negative keyword to stop your ad from showing on a search result.
      Before implementing negative keywords, you should have a way to measure your conversion rates and cost per conversion.  We will discuss a free conversion tool that Google offers to measure your results.
      The reason why you need conversion tracking implemented into your account is that when you add negative keywords to your account, some very specific things should happen:

•         Your click-through rate should increase. Since you  are now choosing to stop your ad from showing on irrelevant search queries, the times your ad is shown should be more relevant and thus gain a higher click-through rate.

Finding Keywords Based on Crawl Information

Once you have clicked the Final Key words button,you will be presented with a screen of information about those keywords.  usually ,these are new keywords for your AdWords account. Since you are logged into your AdWords  account , the SKTool attempts  to filter out your current keyword list to only show you new keyword ideas.
             The first few columns are similar to the Adwords keyword Tool discussed earlier: keyword, monthly searches, competition, and suggested bid.
               There are a few differences between the first few columns in the SKTool and the Ad Words Keyword Tool. First , the monthly search volume draws on different data sources; therefore, the search volume information may differ for the same keywords across the two tools. Secondly, clicking on the keyword will open a window to a  Google Trend information for that Keyword. Google Trends will be examined later in this website.

Using Google's Search-Based Keyword Tool

  In November 2008, Google quietly Launched a new keyword tool where the information was not based on their keyword database, but on your website's content. The search-based keyword Tool, often referred to as the SKTool, it yet another Google product you should add to your keyword research arsenal.
                    Google crawls a large part of the Web on a regular basis. It also  tracks massive amounts of keywords on a regular basis. When it sees that you have pages on your site with relevant content to their actual searched keywords, it will suggest both keywords and landing pages for your website.
                     This is also another tool where if you are logged into a Google  account that is associated with your AdWords account you can see some additional data about the website. If you are logged into your account, on the home page of the SKTool. you should see a prepopulated website drop-down box , with websites that are associated with that Ad Words login. if you  are using a  My client center  login, you should see all of the websites associated with that login.
                     There are two main ways of finding keywords with this tool: keyword ideas based on your site and category browsing. To see  all keywords related to your website, just click the find keywords button on the home page after you have selected a particular website. you can also input a root keyword to only see  keywords related to specific word.
                      Below the text box is a link to see all keywords across categories, which we will visit later in this website.
        

Taking control of your Ad Display

Positive keywords are the lifeblood of Google Ad Words.  If you do not have a keyword that will match to a searchers query, your ad will not show. It 's quite simple.
        It is crucial that you not only conduct keyword research, but when you use these keywords in your account, you understand what search queries someone can search for that will trigger your ad to show on a search result.
            Conversely , when you find search queries that you do not want your ad to show for, block your ad from showing by using negative keywords. Negative keywords should raise your CTR (click through rate) , lower your CPA (cost per action) and increase your conversion rate.
             As you add negative keywords, always keep an eye on total conversion.Even if the negative keywords are doing their job, if your total conversions drop significantly, you may need to trim some of your negative keywords.
              If  keywords lead to conversions, but at a higher cost per conversion than you are comfortable paying, you should lower the bids to a profitable level instead of just keeping your ad from showing by using negative keywords:

•          Positive keywords trigger your ads.
•          Negative keywords stop your ad from showing.

By using these two keyword types together, you can take control of your account to ensure you receive the maximum exposure and profit from your Ad Words campaigns

Researching Negative Keywords

It    is just  an important to keep your ad from showing on irrelevant queries as to show your ad on the correct queries.That also means its just as important to conduct negative keyword research as it is to research positive keywords.
       The easiest place to find negative keywords is the search query report. If you navigate to the reporting section of your Ad Words account, one of the reports is called a search query report. Run  this report, and you will have a Excel file that looks like
            If your business is selling , coffee mugs, but you must have a cost per conversion  of fewer than $ 5 to be profitable , you can see that the actual search query that contains "RV"  is not profitable.
          Assuming that you had enough data to prove this was a trend , or you did not sell RV coffee mugs, you would want to stop your ad from showing when "RV" was used in the search query. By adding the negative keyword "-RV" to that particular ad group, you can stop your ad from showing when the word "RV" is used in the search query.
         

Putting negative and positive keywords together

When  discussing negative keywords, it can be useful to call regular keywords positive keywords to signify the difference between keywords that trigger your ad and their negative counterparts that keep your ad from showing.
             When using both negative and positive keywords together , you should first , determine when you want your ad to show, and if there are specific variations when you do not want your ad to be displayed. Once you have determined those conditions, it becomes easy to choose the proper negative keywords and respective match types.
              For example, let us create a fictional company that sells Disney videos. After running their ads for a while, they realize that when a searcher just types in "Disney video" their conversion rates are low and they are not  profitable on those keywords.
               However, upon further investigation, the company realizes that if the searcher types in anything with the keyword "Disney video", they convert  quite well.
                 Therefore they would not want their ad to show on the actual search "Disney Video", however , they do want it to show for variations such as Little Mermaid Disney video," "Disney video for sale", and "newest Disney video".
                     This can be accomplished quite easily. The company would have an ad group with the negative exact match keyword-[Disney video] and the positive keyword "Disney video" as seen

                   In this instance , the ad would only be displayed if someone searched for "Disney video" and any accompanying word. If someone just searched for "Disney video", the ad would not be triggered.
                    Often, you will want to use broad or phrase matched words to capture a wide variety of search queries. However, this often results in your ad displaying on queries that do not accurately reflect your company's products. Using negative keywords to filter your ad from showing on these queries can allow you to maintain control over when your ad is shown and maximize your ad's reach.