1)  What is Enhanced CPC ?

A) An optional feature that can help you get more value from your ad budget. It raises your bids in situations that seem more likely to lead to a sale or other conversion on your website, and lowers your bids for situations that seem less likely to lead to a conversion.

• ECPC raises your bid by up to 30% (after applying any bid adjustments you've set) or lowers it by as much as 100% each time your ad is eligible to appear, based on how likely that click is to lead to a conversion.
• ECPC modifies 50% of your traffic initially, and then moves that percentage up or down based on how it is performing.
• ECPC can help you get more conversions while maintaining or reducing your cost per conversion.

2) Difference between display url and final url (or) Destination url ?

A)

Display URL: 

        To begin, let’s clarify the difference between the two. The Display URL is the URL that appears below your ad text when your ad is shown. The Display URL should be no longer than 35  characters and is often the same URL as your site’s homepage (e.g. www.Example.com). I like to think of Display URLs as the online answer to the brick and mortar company name sign that hangs outside your actual location.

Destination URL (or) Final URL:

  The Destination URL on the other hand, is the specific location within your site where you’d like to take a user that has clicked on your ad. The Destination URL does not have to match the Display URL, but should be in the same domain (e.g. www.example.com/shoes). If a Display URL is equivalent to the company name sign, the Destination URL is the particular location within your store (e.g. the shoe section) that you want your users to visit. 

3) What is Ad Extension ? How many types of ad Extensions ?

A) A feature that shows extra business information with your ad, like an address, phone number, store rating, or more webpage links. 

Ad extensions create more reasons to click your ad.Improved visibility: Ad extensions tend to improve your ad’s visibility. They often appear above the search results, rather than along the sidebar. If two competing ads have the same bid and quality, the ad with greater expected impact from extensions will generally appear in a higher ad position than the other.

Better return on investment: Extensions can help improve the clickthrough rate (CTR) of your ads. More clicks means more customer traffic. 

 Ad Extensions are of 2 types.Some can be added manually and some are automated.

1.Manual Extensions :

a) App Extensions : Show a link below your ad text that sends people to the app store or begins downloading your app.

b) Call Extensions : Let people click a button to give you a phone call.

c) Location Extensions : Help people nearby find your nearest storefront or give you a call.

d) Review Extensions : Showcase positive, third-party reviews from reputable sources. 

e) Site Link Extensions : Add links to help people find what they’re looking for.

f) Call Out Extensions : Add descriptive text to your ad to help people learn more about what you have to offer.

2.Automated Extensions :

a) Consumer Ratings : Show off what customers appreciate with high-quality survey data.

b) Previous Visits : Show people if they've clicked through to your website from Google Search results before.

c) Social Extensions : Show how many Google+ followers you have.

d) Dynamic Structured Snippets : Dynamic structured snippets show additional landing page details automatically with your ad on Google Search.

e) Seller Ratings : Show your online business ratings with your ad.

4) What is Local & Language Targeting in Adwords?

A: Language targeting allows you to choose the language of the sites that you'd like your ads to appear on. We'll show your ads to customers who use Google products (such as Search or Gmail) or visit sites on the Google Display Network (GDN) in that same language. However AdWords doesn't translate ads or keywords. 

                 Our ads can appear for customers who use Google products and third-party websites in the languages that our campaign targets. This ensure that our ads will appear on sites that are written in the language of the customers we want to reach.

5) What is Ad Rotation ?
A) A preference that determines which ad in your ad group should show (when you have multiple ads). Ad rotation settings are helpful because they give you the ability to request how your ads are shown. For example, you can request to have your successful ads show more often or indicate that you'd like your ads to be shown more evenly.

6) How to choose Keywords in Adwords ?

A) Selecting the right keyword list for your campaign can help you show your ads to the customers you want as they search for specific terms or visit certain websites. Your keywords should match the terms your potential customers would use to find your products or services.

1. Think like a customer when you create your list

2. Select more general or specific keywords depending on your goal.

3. Group similar keywords into themes.

4. Pick the right number of keywords.