Google Adwords

Benefits
1. 2. Control Costs
  1. You control how much to spend
  2. You only pay when someone clicks your ad
2. 1. Target your audience ( reach people with specific interests )
  1. Device
  2. Days, times, Frequency
  3. Age, Location, Language
  4. AdLocation
  5. Keywords
  6. Match
3. Reach potential customers
  1. Using multiple devices
4. Show ads to relevant audience
  1. Right time
  2. Right place
  3. Right people
5. 3. Measure Success
  1. See which ads get clicks and which ones don’t,
  2. Get valuable data (how much it cost
  3. Analytical tools: Customer shopping habits
6. 4. Manage your campaigns
  1. Multiple Accounts
    1. My Client Center (MCC)
      1. Save time
      2. manage all of your AdWords accounts from a single location
  2. Adwords account offline (free)
    1. manage, edit, and view multiple accounts at the same time (offline) and later update it
7. How it function?
  1. AdRank
    1. bid, available ad formats, and components of ad quality
      1. media cost models (CPM, vCPM,CPC, CPV, CPA)
        Cost Per thousand Impression, viable CPM (only cost if the visitor rly scroll down the page and read your ad [raise brand awareness]
        CP View: cost only if visitor click the vdo ad [raise vdo view]
        CP Acquisition: cost only if they purchase [raise (online) sales], how much spent in ad to get one conversion
        CP click [raise traffic]
      2. Good bidding strategy
        3 considerations: budget/ campaign goal/ value of sale (product)
        3 tools to determine your CPC bids: (how to maximize CPC)
        bid stimulator
        first page estimator
        keyword planner
        filtering your keywords by click-through rate to see which keywords get you a lot of impressions, but few clicks
        how to select bidding strategy
        Automated bidding
        conversion tracking enabled
        Goal
        Ad clicks
        Ad Conversion
        Enhanced Cost per click (semi-auto)
        Max conversion (auto)
        >15 conversion and >15 clicks per mth
        Target CPA (auto and cant set budget limit)
        Ad Revenue
        Targted Return-on-ad-spend (cost per bid tht can max revenue)
        keep Target CPA goals, ads, and campaign daily budgets fairly steady. (for algorithm to learn)
        Manual bidding
        Bid adjustment
        in/decrease bid based on
        Location (distance of user from the shop)
        Device e.g. sell movie tix, increase bid for mobile user
        Time of day
        Advanced user: Top content/ Remarketing (target visitor of last 30 days) / Targeting method (Display network/ based on topic and placement)
        Interactions: Call extension/ call only ads/ bid for mobile devices to show call interaction ads more frequently for mobile phone users. Interaction bid adjustments influence how often you show call extensions and call-only ads to users.
        Align budget with goal
        spend small first then increase in area that do well
        How to determine daily budget
        avg cost per click * CPC = budget
        based on monthly budget (divided by 30.4 days)
        AdWords shows recommended budgets for campaigns that repeatedly meet their daily budget but have the potential to earn more clicks and impressions.
        Based on * Recent campaign performance * Current campaign budget * Keyword list * Campaign targeting settings
        Delivery method
        "Standard" : a slow-burning candle – it spreads your budget throughout the day.
        "Accelerated" : jet fuel – it uses your budget more quickly/ ideal for advertisers who want to show results more quickly.
        Determine by goals
        Build awareness [reach large scale audience, large budget]
        Drive action [already hv small targeted grp, small busdget]
        Influence consideration [a medium length path to conversion, a medium to large budget is preferred so you can reach a wider group of people and begin moving them to action. ]
        Evaluate campaign performance
        Avg pos
        Report
        Auction insight report
        Search term report
        User location report
        Geographic report [location of user plus location they interested in]
        Landing page exp report [Adword Quality]
        The paid and organic report shows how people got to you — comparing Google’s free organic search results to your paid AdWords ads.
        Attribution reports : paths customers took to complete a conversion, and attribute the conversion to different ads, clicks, and factors along the way.
        Metrics
        Conversion rate (not CPA): % of click that leads to sales
        IMPR: how often your ad was shown on a search result page or site on the Google Network.
        CONV [end up purchase, sign-up, phone call, or download.]
        metrics for sale
        CTR
        Cost/Conv = CPA
        ROI
        Return on Ad spend [exclude cost of gds and bus cost]
      3. Quality Score : speed to landing page and landing page exp
      4. bid / clickthrough rate / landing page / ad relevancy / ad format
    2. Adwrod Editorial Policy
      1. Spelling and grammar
        1) Typos Extra punctuation marks e.g., Buy Now!!! or Ready to start??? (include repetition of word/phrase) 2) Unnecessary use of symbols e.g., &%^* 3) Symbols used incorrectly e.g., “+” used to represent “and” 4) GiMmIcKy CAPITALIZATI0N and spelling 5) Emojis and emoticons
      2. Style
        1) Don’t include “Click here” in your ad 2) Don’t include your phone number in ad text, instead use a Call extension 3) Image ads must be clearly branded with things like a company name, logo, and display URL
      3. Trademark
        Disapproval => Remove the trademark // Revise your ad and landing page to comply with the Reseller and informational site policy in certain regions// Request authorization from the trademark owner.
        Approval [Limited]: Do nothing and your ad will continue to run in the countries for which it's currently approved// Request authorization from the trademark owner to use the trademark in the countries you desire// Remove the trademark
  2. Organize a/c
    1. Account [unique email address, password, and billing information] > Campaign [its own budget and settings, location of ad] > Ad Group [similar ads as well as keywords]

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Google Adwords

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