Tag: ClickThrough Rate


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.

Google Adwords exam, bullet points

Benefits of Google adwords:

Show your ads to the right people in the right place and at the right time.

Adword offeres several benefits, but here are the keys ones:

  • Target your ads. Targeting give you the ability to show your ads to reach people with specific interests – namely, people who are interested in your products and services, and show them relevant ads.

The options of marketing campaigns:

1) Keywords

2)Ad location. Show your ads on search engines, commercial sites on personal sites.

3) Age, location and language.

4)Days,times and frequency: The certain hour on days of the week and determines how often your ads appear.

Devices: Your ads can appear on all types of devices, and you can fine-tune which devices your ads appear on and when.

  • Control your costs. Adword gives you control oven how you spend your money. Note: There is no minimum amount. You can choose how much you spend per month, per day and per ad. You will only pay when someone clicks your ads.


  • Measure your success. if someone clicked your ad, if they clicked and them did something valuable to your business – purchased you product, download your APP or phoned to order you can track that too.
  • You know the cost, an average
  • You can use analytic tool to learn about your customers’s shopping habits, for how long, for instance, they tend to research your product before they buy.
  • Manage your campaigns. Adwords also offeres you tools to easily manage and monitor accounts. My client Centre(MCC) manager account is a powerful tool that could save you time. MCC lets you easily view abd manae all of your adwords accounts from a single location. Note: you can manage your adwords accounts offile wiht Adwords Editor

  • Adwords editor is free, downloable desktop app allows you:

* To quickly and conveniently make changes to your acccounts.

* you can download your accounts information, edit your campaign offline, and upload your changes to Adwords.

* you can manage, edit and view multiple accounts at the same adword editor.

* can copy or move itmes between ad groups and campaigns and und redo multiple changes while editing campaigns.


How keyword trigger your ad to appear, example, ” fresh flower delivery” as one of your keyword in your Adwords campaign? When someone searches in Google  using the phrase “fresh flower delivery” or similar, your ad might appear next to Google Search Results.

You ad can also appear in other websites in Google Network that are related to fresh flower deliver.

* Placements:

Advertising on non-search websites, your ad can appears on Google owned properties like youtube and google’s partner sites like nytimes.com of families.com for example. => a placement can consist of an entire website or just part of a site. * And these websites are all part of what that is calls the Display Network.

 Google automatically determine where your ad will appear by matching your keywords to websites in the display network.

but can pick a placement for your ads.

* Ad rank: How Google determines which ads appear in which position. Your Ad Rank is combined

  1. Your bid: How much you’re willing to spend. Your bid would be your maximum cost-per-click bid, the maximum amount you are willing to pay for each click on your ad.
  2. Quality score: is measurement of the quality of your ads, keywords and websites. It is based on the relevance of your keywords, the quality of your landind page, your ad’s ClickThrough Rate(CTR), adjusted for its position on the page and a few other factors.

* placement using Cost-Per-Thousand impressions(CPM) biding, your quality score is simple based on the quality of your landing page.

At the end of the day, what you pay? You pay always the lowest amount possible for the best position you can get  given your quality score and bid.

Adword ads.

  • Where they appear(top,side or bottom)
  • How they are matched: Google matches ads to a person’s search based on how closely the search matches your keywords and campaign setting.
  • How they  had ordered: Ads are ordered basede on a combination of cost-per-click(CPC) bid and relevance.

what to track based on your advertising goals. So what is your goals, when you decide to advertising in Google Adwords? It can be:

  1. Increase traffic to my website. increase clicks and CTR. CPC biding, is Cost-Per-Click, it is recommended if you want to drive traffic to your website.
  2. Increase sales or types of conversiones. CPA biding. Cost-Per-Acquisition, it is recommended if you want conversions like purchases or signups, download your APP.
  3. I want to raise a brand awareness. Focus in impressions, customer engagement, reach frequency. CPM biding, CPM is Cost-per-Thousand-impressions, that is recommended if you want to increase awareness of your brand.
  4. I want to increase my Return Of Investment(ROI). Focus on conversions!

Note: a CPM, CPC and CPA are called biding options.

 Keep in mind:

  • Set daily budget to control how much you want to spend. Google allow up 20% more click in a day, that’s called overdelivery. For example, you want to spend £10 per day, and the number of day google used is 30.4 days so you will charged £10 * 30.4 = £304
  • fine-tune your ads. In general higher maximum CPC bid allow your ad to show at on higher on the page of Google result.
  • Create more relevant ads to get the most for your money, high-quality keywords and ads are important. Quality score: Google encourage high-quality ads. Maybe, you pay €2 and your competitor pays €3, but you have high quality score, your ad will appear before your competitor Th

    The quality score is the relevance of your keywords, quality of your ads and websites(Landing page)