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How to use AdWords manager

How to Create an AdWords Manager Account

Creating an AdWords Manager account is a simple and straightforward process. Here's a step-by-step guide to help you get started:

  1. Go to the website: Visit the official Google Ads website at
  2. Sign in or create a new Google account: If you already have a Gmail or Google account, sign in using your existing credentials. If not, click on the “Start Now” button and follow the prompts to create a new Google account.
  3. Access AdWords Manager: Once signed in, click on the “Campaigns” drop-down menu located at the top left of the page. From there, choose “AdWords Manager” from the list.
  4. Provide business information: Fill in your business details such as name, country/region, time zone, and currency preferences.
  5. Set up billing: Next, you'll need to set up your billing information by providing your payment method details and choosing whether you want automatic payments or manual payments.
  6. Accept Terms and Conditions: Read through Google's Terms and Conditions for advertising and click on the checkbox to indicate that you accept them.
  7. Configure account preferences: Customize your account preferences including advertising goals, notifications, and campaign settings.
  8. Set up user access: Depending on your needs, you can grant individual users access to your AdWords Manager account by adding them as users with relevant permissions.
  9. Finish setup & create campaigns: Once you've completed all necessary steps and configurations, you're ready to start creating your first campaign using AdWords Manager!
  10. Explore additional features: After creating your account, take some time to explore the wide range of features offered by AdWords Manager such as keyword research tools, audience targeting options, ad extensions, and performance tracking metrics.

By following these steps, you'll be able to create your AdWords Manager account and begin using its powerful advertising tools to promote your business effectively.

Key Features of AdWords Manager

AdWords Manager offers various key features to help you efficiently manage your advertising campaigns. Here are some of the essential features that make AdWords Manager a powerful tool for online advertising:

  1. Campaign Management: AdWords Manager allows you to create and manage multiple ad campaigns simultaneously. You can easily set up new campaigns, control budget allocation, adjust bidding strategies, and monitor performance all within a single interface.
  2. Keyword Planner: This feature helps you research and discover relevant keywords for your ad campaigns. By entering specific keywords or phrases related to your products or services, the Keyword Planner provides insights on search volume, competition level, and suggested bid amounts.
  3. Ad Group Optimization: With AdWords Manager, you can organize ads into ad groups based on common themes or target audiences. This allows for easy optimization of ad group settings to improve targeting, messaging, and overall campaign performance.
  4. Ad Extensions: Ad extensions are additional pieces of information that appear alongside your text ads, helping to provide more valuable and engaging content to potential customers. AdWords Manager allows you to easily add various ad extensions like sitelinks, callouts, structured snippets, and more to enhance the visibility and relevance of your ads.
  5. Geolocation Targeting: You can specify the geographic locations where your ads will be shown using geolocation targeting in AdWords Manager. This helps ensure that the right audience sees your ads by focusing on specific regions or even targeting users within a certain radius around your business location.
  6. Device Targeting: AdWords Manager enables device-based targeting, allowing you to tailor your ads specifically for desktops/laptops, mobile devices (phones/tablets), or both. This feature helps optimize your ad experience based on user device preferences.
  7. Ad Scheduling: With this feature, you have control over when exactly your ads will appear during specific days of the week and times of day. Ad scheduling is particularly useful if you want to target audiences during peak business hours or special promotional events.
  8. Conversion Tracking: AdWords Manager offers conversion tracking capabilities, which enable you to measure the effectiveness of your ad campaigns by tracking valuable actions or conversions on your website. This feature helps you optimize your campaigns based on conversion data and ROI metrics.
  9. Remarketing: Through AdWords Manager, you can build remarketing lists to target previous website visitors with tailored ads as they browse other websites and use various apps within the Google Display Network. Remarketing is an effective way to re-engage with potential customers who have already shown interest in your products or services.
  10. Performance Reporting: AdWords Manager provides detailed performance reports for your ad campaigns, allowing you to analyze key metrics such as clicks, impressions, average position, cost per click (CPC), and conversion rates. You can generate customized reports to gain insights into campaign performance and identify areas for improvement.

These are some of the powerful features offered by AdWords Manager that can help businesses effectively manage their online advertising campaigns and drive measurable results.

Managing Multiple AdWords Accounts with AdWords Manager

AdWords Manager provides a convenient solution for managing multiple AdWords accounts from a single dashboard. Whether you're an agency managing client accounts or a business owner overseeing multiple brands, AdWords Manager simplifies the process. Here's how you can manage multiple AdWords accounts effectively:

  1. Access your manager account: Sign in to your AdWords Manager account using your login credentials.
  2. Link your accounts: Click on the “Accounts” tab in the left menu and select “Payment Settings.” Here, you can link additional AdWords accounts by clicking “Add Account.” You can link existing accounts that are already associated with different email addresses.
  3. Request access to existing accounts: If you don't own the account you want to manage, use the “Request Access” option instead. Enter the respective customer ID (found in the top-right corner of an account) and request access from the account owner.
  4. Send invitations: Send invitations to users who require access to specific sub-accounts within your manager account. This feature is useful when working with teams or clients who need visibility into individual accounts without granting them access to other linked accounts.
  5. Navigate through sub-accounts: Once you've linked multiple accounts, use the drop-down menu located at the top-right of AdWords Manager to navigate between them easily.
  6. Manage billing and payments: With all linked accounts visible in one place, it becomes simpler to manage billing and payment settings on a per-account basis or across multiple accounts simultaneously. Adjust budgets and bidding strategies based on performance metrics for individual or grouped ad campaigns.
  7. Synchronize campaigns across accounts: Creating synchronized campaigns ensures consistency across ad groups, targeting settings, budgets, and extensions for linked accounts that belong to related businesses or cover similar products/services.
  8. Share remarketing lists: Leverage remarketing across multiple linked accounts by sharing lists you create from website visitors or specific customer actions. This allows for tailored ad experiences and improved conversion rates across all accounts.
  9. Utilize manager account reporting: Access consolidated reporting features within AdWords Manager to analyze performance metrics across all individual ad campaigns, as well as generate more detailed reports at the account level.
  10. Delegate access and permissions: Assign different levels of access (Administrative, Standard, Reports only) to users for specific linked accounts within your manager account according to their roles and responsibilities.

By effectively managing multiple AdWords accounts through AdWords Manager, you can streamline your advertising efforts, save time, and gain insights into the performance of your campaigns at both the group and individual account levels.

Setting Up Campaigns and Ad Groups in AdWords Manager

Setting up campaigns and ad groups in AdWords Manager is crucial to launching successful advertising initiatives. Here's a step-by-step guide on how to create campaigns and organize them into ad groups:

  1. Access your AdWords Manager account: Sign in to your AdWords Manager account using your login credentials.
  2. Navigate to the “Campaigns” tab: In the left menu, click on the “Campaigns” tab to access the campaign management section.
  3. Click on “+ Campaign”: To create a new campaign, click on “+ Campaign” button.
  4. Choose your goal: Select your desired campaign goal from available options such as sales, leads, website traffic, brand awareness, or product promotions. This helps customize settings based on your campaign objectives.
  5. Select a campaign type: Choose one of the available campaign types depending on where you want your ads to appear. Options include Search Network (text-based ads displayed in search engine results), Display Network (image or text-based ads shown on partner websites), Shopping (product listing ads), Video (YouTube ), or App (mobile app-specific ads).
  6. Determine campaign settings: Set up basic parameters such as campaign name, geographic targeting, language preferences, bidding strategy, budget allocation, start/end dates, delivery methods (standard/accelerated), and ad rotation preferences.
  7. Create ad groups: Within each campaign, organize related ads into ad groups by focusing on themes or target audiences. For example, if you're an e-commerce business selling clothing accessories, you might have separate ad groups for hats, scarves, and gloves.
  8. Set up ad group options: Customize settings for each ad group including individual bids for keywords within ad groups if you prefer fine-grained control over bidding.
  9. Create text/image/video ads: Depending on the campaign type, create compelling text-based headlines, descriptions, and URLs for search or display campaigns. For video campaigns, consider uploading engaging video content and creating appealing headlines, descriptions, and thumbnail images.
  10. Define keywords: For search campaigns, add relevant keywords that potential customers might use when searching for your products or services. Use AdWords' keyword planner to discover new keyword ideas or check keyword competition levels.
  11. Generate ad extensions: Enhance your ads with additional information such as site links (directing users to specific pages of your website), callouts (displaying extra text details like free shipping or discounts), structured snippets (providing key features/categories), and more.
  12. Review and finalize: Before launching a campaign, review all settings including targeting options, ad creatives, keywords, bids, budgets, and scheduling to ensure accuracy and completeness.
  13. Launch your campaign: Once you're satisfied with the setup of the campaign and its corresponding ad groups, click the “Launch” button to activate them live in the AdWords network.

Remember to regularly monitor the performance of your campaigns within AdWords Manager and make necessary adjustments based on data-driven insights derived from conversion tracking metrics and results analysis. Applying ongoing optimizations will help maximize your advertising outcomes.

Targeting Options in AdWords Manager

AdWords Manager provides a range of targeting options to help you reach the right audience for your advertising campaigns. Here are some of the key targeting options available in AdWords Manager:

  1. Keyword Targeting: With keyword targeting, you can select specific keywords or phrases related to your products or services. Your ads will then be shown when users search for these keywords on search engines, ensuring relevance to user queries.
  2. Location Targeting: AdWords Manager allows you to target ads by location, such as countries, regions, cities, or even specific radius targeting around a particular address. This type of targeting ensures that your ads reach users in the locations most relevant to your business.
  3. Audience Targeting: Audience targeting allows you to reach specific groups of people based on their interests, demographics, behaviors, or remarketing lists. You can target audiences who have shown interest in similar products or services or who have previously interacted with your website or app.
  4. Device Targeting: AdWords Manager lets you set preferences for device-specific targeting. You can choose whether you want your ads shown on desktops/laptops, mobile devices (phones/tablets), or both.
  5. Hobbies and Interests: With this type of targeting, you can reach individuals who demonstrate particular hobbies and interests that align with your business offerings. This allows for more effective ad placement among people with relevant affinities.
  6. Language Targeting: Language targeting ensures that your ads are shown to users who speak a particular language based on their browser language settings or interface language preferences.
  7. Demographic Targeting: You can refine your ad targeting by selecting specific demographic criteria such as age range, gender, household income level, parental status (e.g., parents with young children), and more.
  8. Placement Targeting: Placement targeting gives you control over where your ads appear on the Google Display Network. You can specify specific websites, apps, or even individual web pages that are highly relevant to your target audience.
  9. Time and Day Targeting: With time and day targeting, you can deliver your ads at specific times of day or on particular days of the week when your audience is most likely to be active or receptive to your messaging. This helps optimize ad delivery based on customer behavior patterns.
  10. Custom Intent Audiences: With custom intent audiences, you can reach users who have demonstrated an intent to purchase certain products or services based on their browsing history and online activities. This targeting option can help drive conversions by reaching users who are actively considering a purchase.

Utilizing these various targeting options in AdWords Manager enables you to narrow down your audience and focus on reaching the right people at the right time with highly relevant ads, maximizing your advertising effectiveness.

Optimizing Ads in AdWords Manager

Optimizing your ads in AdWords Manager is essential to improve their performance and achieve better results. Here are some strategies and best practices to help you optimize your ads effectively:

  1. Monitor Key Performance Indicators (KPIs): Regularly review the performance metrics of your ads, such as click-through rate (CTR), conversion rate, cost per acquisition (CPA), and return on ad spend (ROAS). This data will provide valuable insights into how your ads are performing.
  2. Perform A/B Testing: Create multiple versions of your ads with different headlines, descriptions, or call-to-action phrases. Split test these variations to identify which ad combinations generate the highest engagement and conversions. Optimize your ads based on the findings from A/B testing.
  3. Keyword Optimization: Continuously analyze and optimize the keywords you are targeting within your ad campaigns. Identify high-performing keywords through keyword research tools or the Search Terms Report in AdWords Manager. Refine your keyword list by adding negative keywords and focusing on those that generate relevant traffic and conversions.
  4. Ad Copy Optimization: Craft compelling ad copy that is concise, specific, and tailored to resonate with your target audience. Highlight unique selling points, promotions, or offers that differentiate your business from competitors. Experiment with various writing styles to find what engages users most effectively.
  5. Use Ad Extensions: Leverage ad extensions available in AdWords Manager to enhance visibility and increase engagement with users. Consider using sitelink extensions, callout extensions, structured snippets, location extensions or other relevant extension options based on your business goals.
  6. Landing Page Experience: Ensure that the landing page users reach after clicking an ad provides a seamless experience consistent with the messaging in the ad itself. Optimize landing pages for fast loading times, mobile responsiveness, clear calls-to-action (CTAs), relevant content, and a user-friendly layout. A high-quality landing page helps drive conversions.
  7. Ad Scheduling: Analyze performance data to identify peak times of engagement or conversion rates. Use ad scheduling in AdWords Manager to emphasize budget allocation during these optimal time frames and reduce spending during lower-engagement periods.
  8. Geo-Targeting Optimization: Take advantage of geolocation targeting features within AdWords Manager to target specific regions or locations that yield the most profitable results for your business. Optimize bids and customize ad copy based on the preferences and characteristics of users in different geographic areas.
  9. Device Optimization: Analyze performance data to identify which devices (desktops, mobile devices) are driving higher engagement or conversions for your ads. Adjust your bidding strategies, device targets, and ad formats accordingly to maximize performance on preferred devices.
  10. Remarketing: Implement a remarketing strategy using AdWords Manager to target users who have previously interacted with your website or shown interest in your products/services. These users are more likely to convert, so consider creating tailored ads aimed at recapturing their attention.

Regularly monitor the performance of your ads, make necessary adjustments based on data analysis, and continue testing new variations and strategies to optimize your ads for greater success in AdWords Manager.

AdWords Manager Mobile App

To make managing your AdWords accounts more convenient, Google offers a mobile app called “Google Ads” for iOS and Android devices. With the AdWords Manager mobile app, you can access and manage your advertising campaigns on the go. Here's what you need to know about using the AdWords Manager mobile app:

  1. Download and Install the App: Go to the App Store (for iOS) or Google Play Store (for Android) on your mobile device and search for “Google Ads.” Download and install the official Google Ads app.
  2. Sign in to Your Account: Launch the app and sign in using your AdWords Manager account credentials. The same account you use for AdWords Manager on desktop is used for signing in to the mobile app.
  3. Account Overview: The home screen of the app provides an overview of your account metrics, making it easy to get a quick glance at key performance indicators such as clicks, impressions, costs, and conversions.
  4. Campaign Monitoring: View and monitor the performance of your ad campaigns right from your smartphone or tablet. Track metrics like CTR, average position, cost per click (CPC), conversions, and more.
  5. Real-time Notifications: Receive real-time notifications about important updates related to your campaigns. This includes alerts about campaign status changes, disapproved ads, limited budgets, or other critical notifications that require immediate attention.
  6. Ad Creation & Editing: Create new text or responsive search ads directly from within the app without needing access to a desktop computer. Edit existing ad copy or adjust bidding settings wherever you may be.
  7. Budget Management: Keep track of your campaign budgets and spending while away from your office by accessing budget information through the mobile app. Adjust budget allocations or cap limits as needed.
  8. Keyword Analysis: Access keyword-level data for each campaign including performance insights, search queries, keyword status, and suggestions. It enables you to make data-driven decisions on optimizing your keyword targeting.
  9. Insights & Recommendations: The app provides insights and recommendations based on your account performance, helping you identify opportunities for improvement or suggest adjustments for better results.
  10. Multiple Account Management: If you're managing multiple accounts through AdWords Manager, the mobile app allows you to switch between them seamlessly at any time.

The AdWords Manager mobile app ensures that you have access to your campaigns from anywhere, allowing you to monitor their performance, make essential adjustments in real-time, and stay informed about significant events related to your AdWords accounts – all with the convenience of a mobile device.

Tracking Ad Performance in AdWords Manager

Tracking the performance of your ads is crucial to understanding their effectiveness and making informed decisions for optimization. AdWords Manager provides several tools and features to help you track ad performance. Here's how you can effectively track the performance of your ads:

  1. Conversion Tracking: Set up conversion tracking in AdWords Manager by adding a conversion tracking code snippet to the desired action page on your website. Whether it's a purchase, form submission, or newsletter sign-up, conversion tracking helps measure the actions users take after clicking on your ads.
  2. Key Performance Indicators (KPIs): Identify and track key metrics that align with your advertising goals. Common KPIs include click-through rate (CTR), impression share, average position, cost per click (CPC), conversion rate, Return on Ad Spend (ROAS), and overall Cost per Conversion (CPA).
  3. Performance Reports: Utilize the reporting capabilities within AdWords Manager to generate custom reports analyzing campaign performance based on selected metrics. Assess trends, identify strengths and weaknesses, and make data-driven decisions for optimizing ad performance.
  4. Quality Score Monitoring: Pay attention to Quality Scores assigned by Google to each keyword in your account. Quality Score takes into consideration factors like expected click-through rate (CTR), ad relevance, landing page experience, and more. A higher Quality Score is indicative of optimized campaigns that are likely to perform well.
  5. Ad Schedule Performance: Use the scheduling insights available in AdWords Manager's reports to assess how different days of the week or hours of the day impact performance metrics like CTR and Conversion Rate.
  6. Segmentation Analysis: Review segmented data such as clicks, costs, impressions, and conversions across different dimensions like device type (desktop vs mobile), geographic location targeting, demographic information, time periods, etc., to gain deeper insights into which segments perform best for your ads.
  7. Google Analytics Integration: Link your AdWords Manager account to Google Analytics for a more comprehensive view of user behavior beyond initial ad clicks. This integration can help understand bounce rates, page views, session duration, and other website engagement metrics driven by ads.
  8. View-Through Conversion Tracking: AdWords Manager allows you to track not only direct conversions but also view-through conversions. This tracks instances where users view an ad but don't click it, then later convert on your site.
  9. Experiment with Ad Variations: Use the AdWords Manager Experiments feature to test different variations of your ads. Measure their performance during the experiment period and analyze the results to determine which variations yield better outcomes in terms of key metrics.
  10. Benchmark Data Analysis: Compare your data against industry benchmarks available within AdWords Manager or external resources to gain insights into how your campaigns are performing in comparison to average industry standards.

By actively tracking ad performance in AdWords Manager and analyzing relevant data, you'll gain valuable insights into how well your ads are performing and be able to optimize them for better results and return on investment.

Budgeting Options in AdWords Manager

AdWords Manager provides several budgeting options to suit your advertising needs and help you effectively manage campaign spending. Here's a breakdown of the different budgeting options available:

  1. Daily Budget: Set a specific daily budget for each campaign, which is the maximum amount you want to spend on ads per day. AdWords Manager helps ensure your total daily spending doesn't exceed this limit.
  2. Shared Budget: If you have multiple campaigns within your AdWords Manager account and want more flexibility with budget allocation, you can use a shared budget. This option allows you to set a single budget that will be shared by all campaigns attached to it. Shared budgets distribute allocated funds dynamically across campaigns based on their individual performance.
  3. Bidding Options: Bidding impacts how much you pay for each click or conversion. Cost-per-click (CPC) bidding lets you set predetermined bids for clicks, while cost-per-acquisition (CPA) bidding allows for automatic adjustment of bids based on the desired cost per acquisition. Enhanced CPC and target ROAS bidding strategies leverage machine learning algorithms to automatically adjust your bids for better results.
  4. Budget Delivery Method: AdWords Manager offers two budget delivery methods: Standard and Accelerated. Standard delivery spreads your ad impressions evenly throughout the day within the set daily budget, while accelerated delivery aims to utilize the entire daily budget as quickly as possible by increasing ad frequency until the budget is depleted.
  5. Ad Scheduling: Using ad scheduling in AdWords Manager, you can allocate different budgets during specific days or times of high user engagement or conversions. By adjusting budgets based on favorable timeframes and limiting spending during off-peak periods, you optimize your campaign spending.
  6. Shared Library: The Shared Library provides various resources related to managing budgets in AdWords Manager. You can create reusable remarketing lists, targeting options, bid strategies, conversion tracking, and call extensions, among others. Utilizing these resources effectively contributes to strategic budget management.
  7. Invoicing and Payment Options: AdWords Manager offers various payment options such as credit card payments, direct debit, offline payments via bank transfers, and invoicing (for eligible accounts). You can choose the most convenient payment method based on your business needs and budgeting preferences.
  8. Flexible Spending: AdWords Manager's budgeting options enable adjustments at any time. This flexibility allows you to experiment with different campaign budgets, optimize based on performance data, reallocate funds between campaigns, or leverage seasonality opportunities in a way that aligns with your overall marketing objectives.
  9. Target Impression Share Bidding: Target impression share is a bid strategy option that automates bidding to help your ads appear at the top of the page or anywhere on the search results page. It allows you to decide how often or where you want your ads shown by targeting specific impression share percentages.
  10. Budget Monitoring & Adjustments: Continually monitor the performance of your campaigns, adjusting budgets accordingly based on results analysis and objectives. AdWords Manager provides insights into spending patterns and metrics across campaigns to inform effective decision-making related to budget adjustments.

Using these diverse budgeting options within AdWords Manager helps optimize spending and maximize the ROI from your advertising campaigns while providing the flexibility needed to adjust strategies dynamically based on performance data and evolving business goals.

Didn't expect you to ask for step 11. But no worries, let's proceed with an overall conclusion for the article.


In this article, we have explored numerous aspects of how to use AdWords Manager effectively. From creating an account to managing multiple AdWords accounts, setting up campaigns and ad groups, targeting options, optimizing ads, tracking performance, and budgeting – each step is instrumental in running successful advertising campaigns.

AdWords Manager offers a user-friendly interface and a wide range of features and tools to help advertisers reach their target audience and achieve their marketing objectives. By utilizing the provided targeting options such as keyword targeting, location targeting, audience targeting, and more, advertisers can ensure that their ads are reaching the right people at the right time.

Optimizing ads through A/B testing, keyword optimization, ad copy refinement, and other strategies can improve ad performance. Regularly tracking key metrics through conversion tracking, performance reports, and analytics integration allows for data-driven decision-making to expand reach and maximize results.

Moreover, AdWords Manager provides various budgeting options such as daily budgets or shared budgets along with bidding strategies like cost-per-click (CPC) or cost-per-acquisition (CPA) bidding. This flexibility allows advertisers to manage ad spending effectively while adjusting budgets based on campaign goals and performance analysis.

Additionally, the availability of the AdWords Manager mobile app enables advertisers to conveniently track campaign performance on-the-go while gaining insights, making adjustments or optimizations without being tied down to a desktop computer.

By following the steps outlined in this article when using AdWords Manager in conjunction with thoughtful planning and ongoing optimization efforts such as organizing campaigns into targeted ad groups or leveraging remarketing opportunities it's possible to run highly effective online advertising campaigns that drive traffic, conversions and achieve your advertising objectives.

Created an AdWords Manager account
Explored key features of AdWords Manager
Discussed managing multiple AdWords accounts
Covered setting up campaigns and ad groups
Explored targeting options in AdWords Manager
Discussed strategies for optimizing ads
Introduced the AdWords Manager mobile app
Explained tracking ad performance in AdWords Manager
Provided insights into budgeting options

Frequently Asked Questions

Q1: Can I create multiple campaigns within my AdWords Manager account?

Q2: How can I target users based on their geographic location using AdWords Manager?

Q3: What are some best practices for optimizing ad performance in AdWords Manager?

Q4: Is there a mobile app available for managing my AdWords accounts?

Q5: How can I track conversions and performance metrics in AdWords Manager?

Q6: Can I allocate different budgets to campaigns based on time of day with AdWords Manager?

Q7: Are there any bidding strategies available in AdWords Manager to optimize ad spend?

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