Category: Adwords

 

Google Adwords exam, bullet points III

Preparing the Google Adwords certification
1- Search Fundamentals Review, how to organize campaigns and Ads in your accounts. Next picture could give you an idea to help you to understand best that,

Adword recommend to organize your account as well is structured your website. For example you could create campaign for each section and Ad group for each category on your website.

Adword campaign organization

1.1 Adwords account limits.
Check the Adwords account limits, you can create at least 10 000 Campaigns, 20 000 Ad group and 20 000 Ad group targeting per ad group.
1.2 Ad limits
You can create at leat 300 image/gallery ads, 50 text non-image/gallery ads per ads ad group and 4 million active or paused ad per account.

 

 

 

 

 

 

2  Adwords keyword matching options

Adwords has three different match types Broad match(By default, is good to maximize your potential to show your Ads on relevant searches.).  Broad match modifier  your ad could show for a close variations, but no synonyms in any order( its symbol is +keyword), Phrase match you ad could show for a phrase and close variations of that phrase(is symbol is “keyword” example “Cambridge Students say”), Exact match are an exact term and close variations of that exact term(symbol [keyword] example [camssay]) and negative match are searches without the term(symbol is -keyword)

3 Your Ad position and ad Rank

The ad position is the order Adwords could show your ad on the search page is determined by your ad rank auction(Every single search Adwords does in auction to determine the ad position).  The ad rank is the score that Adwords gives to your ad is determined by you bid, the component of Quality score, and the expected impact of extensions and other ad formats.
Your Quality score is determined by expected clicktrough rate(clicks divided by numbers of impressions), landing page experience( relevant and original content, easy to navigate and transparent), and ad relevance.
“Note that if you’re using extensions such as sitelinks, the expected impact from those extensions is factored into your Ad Rank. This means that if two competing ads have the same bid and quality, the ad with the better expected impact from extensions will generally appear in a higher position than the other.”

Your  actual Cost Per Click:
Your actual CPC if the final amount that you’re charged for a click!

4- Ad formats
4.1 Text Ad
The standard type of AdWords ad. A text ad includes a link to your website and a description or promotion of your product or service.
Is a headline, a display URL, and two description lines.
“Adwords recommends this tips to create a successful text ad, Highlight what makes you unique,Include prices, promotions, and exclusives, empower customers to take action, include at least one of your keywords, match your ad to your landing page, appeal to customers on mobile, do experiment,  and check for common ad text mistakes.”

4.2 Products listing ads
Allow you include an image, title, price, promotional message, and your store or business name.

The products listing ads use your existing Merchant Center product feed and not keyword to decide how and where to show your ads. Google will be charge for clicks using the CPC basis

4.3 Dynamic search ads
Don’t use keywords. Instead, automatically show your ad based on the content of your website.
Recommended for:
For business with websites that contain a lot of content or well-structured url, your website feature different products of services or you sell seasonal product lines or other offerings, or you’re expanding your business to new market will the best results from using Dynamics Search Ads(DSA).
Not recommend for:
If your websites that feature daily deals, nowadays(11-07-2015) DSA is not a good idea as Ad format.

Benefits of DSA,Dynamics Search Ads:
Save time, frequent and automatic updates to your ads, show relevant dynamic-generated headlines with your ads, control your campaign and capture additional traffic.

5-Ad extensions
Show extra information about your business like your address, phone number with your Ad text. On mobile phone they includes a link directions to your business.
The cost to add Ad extension is free, you will charge only if someone click on that extension(You actual CPC)

You clicktrough rate can boost 10% with ad location extension!

6- Adwords tools
Keep in mind
IP exclusions are not available for the following campaign types:
“Search Network with Display Select – Standard”
“Search Network only – Standard”
“Display Network only – Standard”
“Display Network only – Ads in mobile apps”

6.1 Adwords API
The developer token is a unique combination of letters, numbers, and characters that identifies your AdWords API activity. It’s the key to talking to the AdWords server and your clients’ AdWords accounts.

7.Optimizing Performance
The opportunities tab is as a personal assistant who customizes opportunities for your account. It can help you discover new keywords, improve your bids and budgets, and etc.
That tab opportunities need to you have enough historic data to be able to work with it. It can help you to:

  • See performance estimates based on historical data
  • Make improvements without spending a lot of time
  • Keep your campaigns fresh

7.1 Campaigns experiments

The campaign experiments allow to test for example adding new keywords, raising a bid, trying new ads, or using different placements. Campaign Experiments influence your Quality Score for any keywords involved in your experiments. No cost to use the campaign experiments but if you increase your bid as part of you experiments, you will pay that amount(Your actual CPC will increase).
The most common experiment according Google are Increasing conversions and clicks or impressions, also
Improving return on investment, campaign quality or ad text.

Preparing AdWord certification, what you pay?

Preparing AdWord certification, what you pay?

Understanding the value of online advertising, how set a daily budget?

Example. Setting a daily budget
afridem.com has 600 euro as daily budget. The daily budget puts a limit on how you want to pay a day. So the Google AdWords set the average number of days in a month is 30.4
That means the daily budget of afridem campaign is 600 Euro divided by number of days in months, 600 Euro/30.4 = 19,74

How much you’re charged?

The amount you’ll charged is not more than what’s needed for your Ad to appear higher than the advertiser immediately below you.
Example
Let’s say that the maximum amount Afridem wants to bid is €4.00 and other advertisers’ bids for the same ad position are €3.50 and €3.75. Afridem won’t be charged more than what’s needed for her ads to appear higher than the advertiser bidding €3.75.

 

Preparing AdWord certification, The quality of your ads

Preparing AdWord certification, The quality of your ads

The quality of your ads is the the quality score and Ad rank. In this video Mr. Hal Varian, Google’s chief economist, provides an in-depth and insightful overview of how the ad auction works.

Keep in mind:
Every time one of your ads competes in the auction, AdWords calculates your Ad Rank using your bid amount, the components of Quality Score (expected CTR, ad relevance and landing page experience) and the expected impact of extensions and other ad formats. So, you can still win a higher ad position at a lower price by using highly relevant keywords, ads and ad extensions.

Google Adwords Type of Campaigns

Google Adwords Type of Campaigns

How to choose the right type of campaigns for your Google Adwords? The type of campaign can be

  1. Search Network only
  2. Display Network only
  3. Search Network with Display Select.
  1. Search Network only.

is Google Search, other Google sites such as Maps and Shopping, and hundreds of non-Google search partner websites (like AOL) Your ad will be appear only when people use the Google Search Network, for example “screen replacement in Cambridge, UK”

Recently, we got a new customer who has a small business of repairing laptop, smartphone, computers and etc. and Internet cafe.  When we finished to studied his business, customers and the potential customers(future customers), we had decided the type of campaign for this particular customers must be  “Search Network only”. People normally use Google Search to find nearest business to repair those laptop, smartphone and etc.

First at all, we create a campaign for each different of type business

  1. Campaign for Laptop and computer repairing.
  2. Campaign for Internet café
  3. Campaign for smartphone repairing and etc.

For each campaign we create same Ad groups for each sections of his landing website.

2. Display Network only.

Your Ad will appear only on Google Display Network that includes a collection of Google websites like Google Finance, Gmail, Blogger, and YouTube. Also partner sites and mobile sites and apps. Google partner is those websites using Google Adsense to earn money and Google pay then to accept Ad on their website. Recommend to increase awareness for a branch or mark.

3. Search Network with Display Select.

Choosing the type of campaign as Search Network with Display Select you Ad you reach potential customer across both network. Recommended if you launching a new products or you are new advertiser. After a few time according to the result you can change the type of campaign.

Google Adwords editor

Google Adwords editor

The Google Adwords editor  is desktop app that allow to manage your Adwords account offline. No version available for Linux at date of today(08/04/2015)

Adwords editor is a free, downloadable desktop application allows:

  1. To quickly and conveniently make changes to your accounts.
  2. To download your Adwords account information, edit your campaign offline, and upload your changes to Adwords.
  3. Manage edit and view multiple accounts at the same time
  4. Can copy or move items betwen Ad groyps and campaigns and undo and redo multiple changes while editing campaigns.

Here,  at that date, 8 March 2015, google don’t have a version of his Adwords editor for linux( several types like Ubuntu, Debian, Red Hat Suse and etc.)

Google Adwords Editor

On Google web the are the OS of Adwords Editor is available only for Microsoft Windows 7/8 and Mac OS X(10.7+)

There is system requirements of Adwords Editor at 16:46 on 08/04/2015.

AdWords Editor is available for Windows 7, Windows 8, or Mac OS X (10.7 or later, Intel only).

¿Is there a version of Google Adwords Editor for Ubuntu?

Adwords, how keywords trigger your ad to appear

Adwords, how keywords trigger your ad to appear

Example: Let suppose for Ad in Google Adwords campaign you have as keyword “website development Cambridge, UK”. When someone searches in Google Search using the phrase “website development Cambridge, UK” or similar to your keyword, you Ads might appear next to Google search results.

Your Ads can also appear on other websites in Google Network that are related to “website development Cambridge, UK” and they allow you your ad to appear.

keep this in mind:

The benefits of Google Adwords is showing your Ads to the right people in right place and at the right time.

Google Adwords also offers several tools to easily mange and monitor accounts like My Client Centre(MCC) manager account and Google Adowrds Editor.  Adwords editor is a free, downloadable desktop application allows:

  1. To quickly and conveniently make changes to your accounts.
  2. To download your Adwords account information, edit your campaign offline, and upload your changes to Adwords.
  3. Manage edit and view multiple accounts at the same time
  4. Can copy or move items betwen Ad groyps and campaigns and undo and redo multiple changes while editing campaigns.

Google Adwords, where my Ad will appear?

Google Adwords, where my Ad will appear?

Google AdWords, is a part of SEM(Search Engine Marketing) is the most popular and effectively
program to improve you website ranking or increasing the sales(e-commerce)

There a several SEM program in online Facebook, twitter, Bing Ads and etc. The main idea of that document is Google Adwords.

¿What is Google AdWords?
The Google Adwords is online advertising program, allows you reach new customers and grow your
business. Also allows you to increase the popularity of the landing website.
For example, according the keywords of your campaign, when someone using Google to search something using a word or phrase similar to your keywords campaign your Ads must appear next to Google search results.
Could see on the next picture. Using the phrase in Google “affordable website e-smartsolution.co.uk”, the Google search Results has two placements of advertising: Fisrt at all on the top and at the right.
google Adwords

¿What are the placements for Google?
The placements is where your advertising will appear. The placements are

  • Advertising on non-search websites. A non-search website is a website, who using the Google Adsense program accepts and allows Google to add advertising.
  • Google owned properties like youtube.com and Google partner sites like Nytimes.com or families.com

 

Example of Google non-search website. The blog of e-smartsolution.co.uk/blog adds a Google Adsense that means Google can put advertising on the placements decided previously by the website manager or programmer. Could see the next image for more information:

Google non-search website

These websites are all part of the Google Display Network.

 Google Display Network: The Advertising on Google search results, non-search websites and Google website( example Youtube) and Google’s partner sites.

Now, where your Ad will appear? Google automatically determines where your ads will appear by matching your keywords of your Ad campaign to the websites in the Display Network. That is important, Google allows you to choose the display network. Independent of the Display Network, what is the Ad rank?

Ad Rank
How Google determines which ads appear in which positions, in conclusion, Google will determine the position of your Ads based on your Ad Rank.

¿What is my Ad Rank?
According to Google documentation, your Ad Rank is based on a combination of your bid(how much are willing to
spend on you campaign) and your Quality Score.

What is my Quality Score?
According to Google documentation, you Quality Score is the measurement of the quality of your ads, keywords,
and website. So, the relevance of your keywords, landing pages(is the website when someone clicks on your ad)
your ad’s clickthrough rate(CTR), adjusted for its position on the page, and your ad are every bit as important to your ad’s rank as the amount you’re willing to spend.

Conclusion

Independent of the quality of your ads, keywords and website, I am not sure, because no one knows the Google Algorithm used to determine the placement of ads, but the placement of your ad is dependent how much are paying to Google to appear on his display network, because something you can’t change the quality of your keywords or importance of the landing page( independent on SEO), but you can quickly increasing the amount to pay by click to Google and your ad will appear on the first position or between the 10 ads on Google Display Network. The money here is key of success!