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. 1st 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
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
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.”
No comments:
Post a Comment