Google Adwords

Google AdWords is an online advertising service developed by Google, where advertisers pay to display brief advertising copy, product listings, and video content within the Google ad network to web users.

Networks: 

The 6 options to drive your ad placement for each AdWords campaign. You can select from:

1. Search network

2. Display network

3. Search with display

4. Shopping

5. Video

6. Universal App

Ad extensions –

Ad extensions are extra information about your business, such as your local address, phone number, and even coupons or additional websites. They’re what shows up in blue below your ad descriptions.

• App Extension
• Call Extension
• Location Extension
• Review Extension
• Site links Extension
• Call out Extension

Average Cost-Per-Click (Avg. CPC): The average amount you are charged after a potential customer clicks on your ad. Average CPC is calculated by dividing the total cost of your clicks by the total number of clicks.

Average Position (Avg. Pos.): This statistic will show you the position your ad ranks compared to other ads on average. The highest position is 1. According to Google, positions 1-8 typically mean you will end up on the first page of search results, 9-16 are typically on the second page, and so on.

Keyword Match Types

Keyword match types determine how closely a user query matches with the keywords provided by the advertiser.

Match Type	Symbol	Example Keyword	Triggering Queries of the Ad	Example Queries
Broad Match	None	women's perfumes	They are any word in your keyword, in any order, including words closely related to the keyword, misspellings, synonyms, acronyms, split-words, and blended-words.	buy ladies perfumes
Broad Match Modifier	+Keyword	+women's +perfumes	They contain the modified phrase (or near variations, except synonyms) in any order.	perfumes for women
Phrase Match	"Keyword"	“Women’s perfumes”	They are the keywords followed by the phrase or near variations of that phrase.	perfumes for women
Exact Match	[Keyword]	[women’s perfumes]	They are the exact phrase and near variations of that exact phrase.	women’s perfumes
Negative Match	-keyword	Women	Any searches without the keyword.	Amouage Epic Man

Negative Keywords:- 

A negative keyword ensures that an ad does not appear for that particular term and reaches only the best potential audience.

Quality Score

Relevance of the keyword, ad, and landing page combined, which affects your CPC. The higher, the better.

ROI

(Return – Investment) × 100. The more, the better.

Average Position

How high in the results page is your ad showing. 1^st is the highest

Average Cost per Click (CPC)

Total Cost / Total number of clicks. The lower, the better.

%Served

How often your ad was served in contrast to other similar ads in the same ad group.

Heading of Ad:-

Heading of ad (25 char)

Description Line 1 (35 char)

Description Line 2 (35 char)

Display URL (35 char)

Destination URL (1024 char)

To improve a campaign, you need to focus on the following:

• Ad quality and relevancy
• Delivery of maximum information without compromising the layout and grammar
• Compliance of ad with keywords, business, landing page, and USPs
• Provide correct information about seller’s product and services
• Estimate what is working and what is not for the ad
• Keep an eye on your budget by generating expenditure reports
• Weigh up the performance and build up insights for account optimization

What Is Remarketing?

Show text, image, or video ads to people who have already visited your website when they browse other websites on the Display Network.

Conversion tracking:- 

Conversion tracking is a free tool that can measure what happens after a customer clicks on your ads - for example, whether they purchased your product, signed up for your newsletter or filled in a contact form.

Four Main Types of Conversions 

Purchase/ Sale – tracks purchases and sales 
Lead – how many users request follow-up calls 
Sign up – sign up for subscription or newsletters 
Page View – how many pages a user views and time spent there

Ad Image sizes in Google Adwords for Display Campaign :-

200 × 200             Small square

240 × 400             Vertical rectangle

250 × 250             Square

250 × 360             Triple widescreen

300 × 250             Inline rectangle

336 × 280             Large rectangle

580 × 400             Netboard

120 × 600             Skyscraper

160 × 600             Wide skyscraper

300 × 600             Half-page ad

300 × 1050           Portrait

468 × 60                Banner

728 × 90                Leaderboard

930 × 180             Top banner

970 × 90                Large leaderboard

970 × 250             Billboard

980 × 120             Panorama

For Mobile

                 

300 × 50                Mobile banner

320 × 50                Mobile banner

320 × 100             Large mobile banner

Keyword match types :- 

Broad match

Broad match is the default match type that all your keywords are assigned. Ads may show on searches that include misspellings, synonyms, related searches, and other relevant variations. So if your keyword is “women’s hats,” someone searching for “buy ladies hats” might see your ad. 

• Example keyword: women's hats
• Example search: buy ladies hats

Broad match modifier

Add a plus sign (for example, +keyword) to modify a broad match keyword. Ads may show on searches that include modified broad match keywords (or close variations, but not synonyms), in any order.

• Symbol: Plus sign, for example +keyword
• Example keyword: +women's +hats
• Example search: hats for women

Phrase match

Ads may show on searches that match a phrase, or are close variations of that phrase, with additional words before or after. Ads won't show, however, if a word is added to the middle of the phrase, or if words in the phrase are reordered in any way.

• Symbol: "keyword"
• Example keyword: "women's hats"
• Example search: buy women's hats

Exact match

Ads may show on searches that match the exact term or are close variations of that exact term. Close variations here may also include a reordering of words if it doesn’t change the meaning, and the addition or removal of function words (prepositions, conjunctions, articles, and other words that don’t impact the intent of a search).

• Symbol: [keyword]
• Example keyword: [women's hats]
• Example search: women's hats

Negative match

Ads may show on searches without the term. So, if you’re a hat company but you don’t sell baseball hats, you could add “-baseball hats” as a negative keyword so that your ads don’t show for people searching for baseball hats. 

Symbol: -keyword
Example keyword: -baseball hats
Example search: women’s hats

NOTE: In this example, ads will show on searches for “women’s hats” but not on searches for “baseball hats.”