Who is Tom O’Brien – the author of this eBook?
Tom O’Brien is a qualified Google Adwords Professional who has spent hundreds of hours
managing Adwords campaigns. The information contained in this eBook represents some of the
lesser known tidbits that will help you increase the power of your advertising pound.
This eBook will help you maximize the return you get on your Google Adwords Campaigns.
There’s a lot of work involved and in the longer term you may well want to engage some
As well as Google Adwords account management, Tom is working on a number of other Internet
ventures including his main site:
My thanks to John Delavera for his invaluable insights on Internet Marketing in general and how to
structure and present a viral eBook in particular.
My thanks to Renee Temple for the fantastic graphics on the “Grab A Coffee” eBook series – check
out her site:
Simple Advert Changes Can Cost You
***WARNING – Careful what you tamper with***
Adwords maintains a historical record of your account as well as everyone else’s account. This
history is used to determine where your advert will be positioned on the search results in
conjunction with your cost per click (CPC).
Simple rule of thumb:
Bad history = High CPC
Good history = Lower CPC
Whenever new changes are made to an Adwords advert, the keyword/advert couplet history will be
This means actual CPC’s and ad rankings are subject to change – usually in a negative fashion.
In other words – if you make a change to an existing adgroup advert, it will make things