Digital Envoy Inc., v. Google Inc.,

Filing 295

Case 5:04-cv-01497-RS

Document 295-12

Filed 09/01/2005

Page 1 of 6

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Ca 5:04-cv-01497-RS Google Adwordss:eStep-by-Step

Document 295-12

Filed 09/01/2005

Page 2 of 6 Pagel of 5

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he Google AdWords account set-up process consists of the four basic steps listed below . Scroll down this page for a more detailed tour of what you wi'll see when creating your account . Step 1 : Target customers
Choose from dozens of languages and nearly 200 countries. You can even choose to show your ads only to users in specific cities or regions.

AdWords Overview AdWords Advantage s Programme Comparison Success Storie s News and Updates Demos and Guide s Getting Started Editorial Guidelines Step-by-Step Optimisation Tips Account Navigation Keyword Tools

Step 2 : Create your ad Write your ad text and choose the keywords that will trigger those ads . Step 3: Set pricing Choose the currency you want to use, then set your cost per click (CPC) and y ur daily budget. Spend as much or as little as you like each day ; no minimum budget is equired . Stop 4: Sign up Finish creating an AdWords account by providing your email address and choo~ing a password . When you are ready to activate your ads, log in to your new account and submit your billing information . Step 1 of 4 : Target customers Choose the languages and locations you'd like to target . Begin by naming your new Ad Group, then tell us the languages and locations yo would like to target. Your ads will be available to all users who have chosen the same primary language(s) you select . Note that the ad itself will not be translated.
You can target customers by countries, by regions, or by custom parameters you set yourself . Make your selection, click 'Continue,' and you'll be taken to a page where you can choose the specific locations you want to target.

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To target a country or region, click its name in the left window . Then click'Add' to move the country or region to the selection window on the right .

The language and country selections together will determine who may see your ad . For instance, if you target the language French and the countries France and Spain, your ad may appear to users i n

https ://adwords.google .com/select/steps .html

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Cas : 5:04-cv-01497-RS Google Adwords eStep-by-Step

Document 295-12

Filed 09/01/2005

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age 2 of 5

those two countries who have set French as their language preference . Step 2 of 4 : Create your ad
A. Write your ad text .

Create a headline and two lines of ad text, with up to 95 characters total, The Display URL field is where you enter the website URL that will be displayed in your AdWords ad . The [display URL must fit within a 35-character limit . The Destination URL can be up to 1,024 characters #nd is the actual web page users will land on when they click on your ad .

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B. Select your keywords .

Each keyword should be on its own line . (Press Enter on your keyboard after typirhg each keyword or keyword phrase .) Make sure that the keywords you enter are specific to your site or product to
ensure that you receive the most cost-effective results .

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The Keyword Tool can help you find useful alternate keywords which you may not have considered . You can create additional keyword lists or edit this one later, so you may want to start with just a few keywords to test what works and what doesn't . Step 3 of 4 : Set pricin g

https ://adwords .google.com/select/ steps .html

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Cas : 5:04-cv-01497-RS Google Adwords eStep-by-Step

Document 295-12

Filed 09/01/2005

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age 3 of 5

A. Choose your currency . Please note that the currency you select will apply to both billing and payment . Therefore, if you select Pounds, payment will be requested and accepted only in Pounds . Once you have selected a currency for your account, it will not be possible to change the currency again later . Also note that in some cases the currency you select will affect the payment options available to you . B. Set your maximum cost -per-click (CPC) .

Based on the keywords you entered, the AdWords system will calculate a suggested maximum CPC and show you the clicks and costs per day that would result . You can accept that P PC or enter one of your own .

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Click'View Traffic Estimator' for a closer look at positioning and costs for individu I keywords . You can also make changes to your maximum CPC and see the effect those changes ould have on your ad's average position, clicks and cost . C. Select your daily budget .

Your daily budget should equal the amount you want to spend on this ad campaign each month, divided by the number of days in the month . For instance: If you want to spend £3P00 in a 30-day month, your daily budget should be £100 per day .

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Cas : 5:04-cv-01497-RS Google Adwords eStep-by-Step

Document 295-12

Filed 09/01/2005

Page 5 of 6

age 4 of 5

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he AdWords system will suggest a daily budget, based on your targeting optionsand on historical click data for keywords similar to yours . This budget will help ensure maximum ex' osure of your ad throughout each day . You can raise or lower this amount depending on how much you would like to spend ; your ad impressions will be spread throughout the day accordingly .
Click'Continue .' You will now be given a chance to review all your ad and pricing selections before completing the signup process .

Step 4 of 4 : Sign u p Enter your email address and password for your account.

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The email address should be one you check often, as we will send all account information to this address . You will receive feature updates, performance alerts, and if you opt to receive no n -account communication from us, newsletters . After providing this information, click Create My AdWords Account to complete the accoun t

https ://a dwords .google .com/select/steps .html

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Cas : 5:04-cv-01497-RS Google Adwordse Step-by-Step

Document 295-12

Filed 09/01/2005

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age 5 of 5

creation process . You will then receive an email asking you to v eri fy your request . When you have done so and are ready to activate your ads, log into your account and submit your billing information . Your ads will sta rt running on Google almost immediately.

02005 Google - AdWords Home - Terms and Conditions

https ://adwords.google .com/select/steps .html

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