Google Adwords

Google Adwords

1. Benefits

   • 2. Control Costs
     • You control how much to spend
     • You only pay when someone clicks your ad
   • 1. Target your audience ( reach people with specific interests )
     • Device
     • Days, times, Frequency
     • Age, Location, Language
     • AdLocation
     • Keywords
     • Match
   • Reach potential customers
     • Using multiple devices
   • Show ads to relevant audience
     • Right time
     • Right place
     • Right people
   • 3. Measure Success
     • See which ads get clicks and which ones don’t,
     • Get valuable data (how much it cost
     • Analytical tools: Customer shopping habits
   • 4. Manage your campaigns
     • Multiple Accounts
       • My Client Center (MCC)
         • Save time
         • manage all of your AdWords accounts from a single location
     • Adwords account offline (free)
       • manage, edit, and view multiple accounts at the same time (offline) and later update it
   • How it function?
     • AdRank
       • bid, available ad formats, and components of ad quality
         • 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]
         • 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]
         • Quality Score : speed to landing page and landing page exp
         • bid / clickthrough rate / landing page / ad relevancy / ad format
       • Adwrod Editorial Policy
         • 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
         • 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
         • 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
     • Organize a/c
       • 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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