AdWords is a Google advertising service for an advertiser to display ads on Google search pages when a user might be interested in your product or service. They appear in a coloured rectangle above Google search results and in a column to the right of your search results page. AdWords allow you to set a budget for advertising; so you only pay when a user clicks on the ad. Keywords are the driving force behind advertising with Google AdWords.
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You can place your ads on two Google Advertising Networks:
Google Search Network - On Google Search Network sites, ads can display above or below Google search results. This network also includes non-Google search partner sites where ads show up beside results. On other Google sites, such as Google Maps or Google Play, ads can be beside, above or below results.
The beauty of using these networks is that you can get your ads in front of all types of audience with highly refined choices. Choose exactly where on the web, when, how and with whom you want the networks to engage your target audience. Get your brand front of mind; strengthen customer credibility; and encourage engagement.
AdWords has amazing flexibility, so it pays to know where to place your ads, how much they will cost you, and the quality of your advertising.
The starting point for AdWords is keywords: descriptive terms or phrases which target ads for your products or services. People browsing websites on the Google Search Network using search terms the same as or close to your keywords, will see your ads in the search results.
The relative value of keywords creates the price you pay. The good news is that there is a maximum cost-per-click or CPC.
There are several choices for the type of ad you use. A basic text ad has a headline and your website address or url, plus a description. For visual supercharging, there are ad extensions to get specifics of your ads into clear view, for example, your office address, contact numbers, or special content of yours. These provide visual engagement to make your ad stand out.
Getting your ads in front of your audience on websites across the Google Display Network is as simple or complex as you need. For example, you can choose the exact websites and locations; or go for techniques, such as refining by specific keywords, audience segments or subject matter.
The Display Network works with a variety of ad formats as follows:
The whole world seems to be constantly on their mobile phones, so clearly it makes perfect sense to target your ads on mobile platforms. Prompt users to buy or act via a host of options to place ads on their mobile screens.
Think how specific you would like your ads to be. For text ads, you can refine your choices to specific languages, place names, countries, languages, times of day, days of the week, and lots more.
Understanding Quality Score and Ad Rank in Google AdWords. Quality Score: What it is and Why You Need to Improve It
AdWords uses a Quality Score to assess how your ads and landing pages compete globally based on the bidding at auction for your chosen keywords throughout the day. Three factors are relevant for your Quality Score:
On a scale of 1 to 10, where 1 is the lowest and 10 is the highest, Google rates your keywords on these factors. The higher your keyword score, the more your ad or landing page is relevant and useful for the audience viewing the ad.
Ad Rank is responsible for the position of your ad or the order your Ad shows up in. Results you want to achieve include higher Quality score and higher Ad ranking, so that your ads appear in the highest and best ad positions; and you reduce your cost-per-click (CPC).
How much does advertising with AdWords cost? The good news is that you are fully in charge because you fix a daily budget, so you know exactly what gets spent, and how much is invested in total.
Bidding Tactics and Strategy
Just as you decide your budget, you also decide your bidding strategy. Options available include targeting conversions or cost-per-acquisition (CPA); impressions or cost-per-thousand impressions (CPM); and clicks or cost-per-click (CPC).
Fixing Your Daily Budget
The way to set your budget is to calculate an average for what you think is acceptable to spend per campaign, per day.
This means costs go up and down, averaged across days per month, but you keep within the limit of your budget.
How Charges Work
For cost-per-click (CPC) and cost-per-thousand impressions (CPM) bids, the charge is what is necessary to position your ad above the next ad below you.
For cost-per-acquisition (CPA) bidding, there may be variations in the charging depending on fluctuations in competition in ad auctions or other changes to your website or the nature of your ads. CPA works best over longer periods because it evens out fluctuations and makes it less likely it will sometimes be higher than your bid.
Setting up an AdWords campaign
Start by selecting the type of campaign and then its subtype.
The most frequently employed campaign types are:
Once you have chosen your campaign type, the next step is to choose a subtype. Two commonly used subtypes are ‘Standard’ and ‘All features’. More specialist subtypes include remarketing and mobile apps.
Before creating AdWords campaigns, we need to know how Google AdWords is structured. Organising your account well is a way to succeed in creating effective campaigns, accurately targeted audiences, and reaching your promotion goals. There are three levels for AdWords:
To get good results with AdWords, structure your account around separate campaigns. Each campaign has a unique business focus, for example, to generate traffic to your site or promote a particular product or service.
At campaign level you can manage:
Each campaign consists of single or multiple ad groups. The purpose of an ad group is to help you structure your campaign around collections of keywords and ads that are directly related. Benefits of this approach can be an improvement in your Quality Score and better results from your budget investment. Organising ad groups in Search Network campaigns, gets your ads more closely matched to the relevant searches by clients you want to target.
If your campaigns are focused on the Display Network, you can select relevant ads which display when your audience visits sites on the same topics.
An essential part of effective campaigns is targeting them to an audience that is going to be interested in what you display. Not displaying the right topics at the right moment reduces your chances of success. Here are some ways to get your ads in front of your desired audience:
Keyword targeting means choosing words or phrases relevant to your product or service.
On the Display Network, you can employ various targeting techniques to get your ads reaching the right users and locations.
Location targeting involves selecting countries, regions or areas where your ad gets shown. If you are keen to target language, so that your ads are easy for customers to understand, there are settings to focus on languages.
Targeting devices means you can focus on computers, operating systems, mobile phones, and tablets; as well as networks.
Once you’ve decided on your networks, your keywords or phrases, audience and your campaigns, you will be focused on your budget, including:
Budgetsetting: This is when you decide how much you are willing to commit to a daily, average spend for a specified time period for your campaigns.
Bidding strategy: This is your decision on structuring each campaign, choosing networks, understanding what you want to achieve from advertising and how you can realise great results.
Here are the bid strategies that you can choose from:
Use AdGroups to organise your ads, keywords and bids. You can then bundle these items by topics or types of product or service.
For campaigns on the Search Network or Display Network, your AdGroups will typically include:
Ideas and techniques for keywords include:
Ads come in various forms suited to various campaigns. Good technique is to align ad formats and extensions. Your ads go through a Google review and approval process to make sure they are the right fit. For example, the review uses AdWords advertising policies to look at headline, keywords, and description.
Dynamic structured snippets
All that hard work you have done so far means you have your ads prepped for action: now to see how you are doing with the results. Why not start by looking at statistics like clicks, impressions and CTR. Next up, you have reports as a tool to analyse insights and display in tables and charts.
Slice and Dice Your Data
Revisit your strategy and aims, then decide what you want to measure, how you want to measure it, and why. This will allow you to slice and dice your data to see the performance of your keywords, adgroups, and campaigns.
The Dimensions tab provides multiple ways to view your data via an ad group, campaign or entire account.
Search terms report
To see how ads performed, and how users employed keywords, refer to the Search Terms Report. This is also a good place to look for irrelevant terms to add as negative keywords; or to add new search terms as new keywords.
Top movers report
To spot significant changes in your account, turn to the Top Movers Report which indicates changes across the account and can reveal what’s driving them.
Paid & organic report
The paid and organic report shows you at a glance how your search queries are performing across the Google sphere. A handy view shows click and impression data side by side, making it much easier to assess how paid and organic are interacting.
The Auction Insights Report is a great place to analyse your competition, to see how your campaigns, keywords, and adgroups stack up against your rivals.
Metrics to consider include:
As you gain confidence with AdWords, you will be getting more interested in learning new techniques and using the wide number of tools available, including:
Conversion tracking is a handy, free tool to see in detail what goes on after your visitor has clicked through your ad. Typical results could be buying an item, signing up for a subscription, or simply downloading a whitepaper.
Google Analytics allows you to analyse your website data across formats and devices to give you a panoramic view of your customer’s behaviour. Typical insights include, where your customer came from and what they did on your site. The tool is free and a great way to gain ideas on how to refine your tactics for optimum results.You can also link Google Analytics and your AdWords account to get an entire view of your customers' behaviour.
Ever wanted to trial some new ideas for your campaigns? Campaign experiments is just the ticket to run scenarios where you trial variations on your account, for example, looking at changes to:
To derive the best results from AdWords, you need to research, plan and finetune your business aims for your strategy, know what results you want, and consequently have a solid grasp of the metrics you will need to measure.
Website traffic is a very important metric to measure, particularly if you want to boost your click metric. Give yourself a great headstart by focusing on precise, pertinent keywords; crisp, relevant ad text; and make your ads speak to the customers and grab their attention.
A conversion is not just a purchase made online, it can also be any meaningful action, such as downloading information, signing up to a newsletter or viewing a specific webpage. Measuring conversions means looking at the behaviour around them and setting up proper conversion tracking.
How Do You Know You are Getting A Decent Return on Investment (ROI)?
How effective are your AdWords campaigns? How do you know you are getting value for money? What you need is ways to calculate your outlay on costs and the money coming in as profit, to see your return on investment (ROI).
Another metric you will certainly want to know is your Return on Ad Spend (ROAS). This involves a calculation of how much return you are getting for every dollar you pay. Once you know your ROAS, you can focus on your accounts at various levels, including campaign, keyword and adgroup, so that you further optimise your winners for even higher profits, and tweak your stragglers back to peak performance.
Measuring brand awareness
Selling products or services isn’t the only thing you do with AdWords. Keeping your brand front of mind of your customers is also the best way to stay ahead of the competition. Get your customers thinking and associating your brand as the go-to one when they think of a product or service. Brand awareness campaigns on the Search Network and Display Network are a great way to do this.
Are you new to AdWords needing guidance; or an advanced user hungry for a boost in results? Talk to us: we are specialists for AdWords in multiple Australian Cities, Australian States, all-Australia, as well as China and New Zealand.
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