Successful Google Adwords Creation
Steps involved in successful Adwords campaign creation
1. What is Google AdWords?
2. Business Goal
3. AdWords structure in Google AdWords
4. Ad account
6. Ad group
7. Ad Keywords
8. Negative keywords
9. Bidding strategy
〈 What is Max Bid?
〈 Quality score
〈 Format impact
〈 Ad rank
〈 A/B Testing
13. Campaign in detail
〈 Search Ads
✓ Ad Extension
✓ Expanded text ads
✓ Dynamic Ads
〈 Display Ads
〈 Shopping Ads
〈 Video Ads
〈 Universal App
〈 Remarketing & Retargeting
14. Measuring AdWords Performance
What is Google AdWords?
Moving from Tv ads, today online ads is more easy to reach customers. The reason could be, China ranked no.1 India ranks no.2 in internet usage. That is 462.18 million users in India. One reason could be the change in price spend for obtaining data connection.
Google AdWords is online advertising service provided by Google.
98% of internet users use Google Search Engine. So, advertising done with Google AdWords would be profitable.
Next, when navigating into AdWords we get a common doubt that is “how do we know which ad campaign and bidding strategy we need to know?”
It all starts with business goals, next comes ad account, after which campaign comes, ad group, and the cost is determined.
USES: creating awareness, how relevant is landing page, which keywords works ads can be included in the website, Website goals, Industry competition and convert more people into customers getting more customers each day.
Different campaign types and campaign trend in past 12months– Google search ads, Google display ads, Google shopping ads, Google video ads and Universal app campaign
1. Brand awareness
2. Improve sales
3. Increase audience engagement
4. Promoting new product/features
5. Increasing leads
6. Improving KPI (key performance indicator) etc.
7. Affinity audience
Let us start with creating an account
Ad account created in https://goo.gl/HS5Y9h . Then entering Gmail id along with the password.
Adwords is a set of ad groups (ads, keywords, and bids) that share a budget, location targeting, and other settings. Campaigns are often used to organize categories of products or services that you offer. Your AdWords account can have one or many ad campaigns running. Want to practically learn Google Adwords and Digital Marketing with an industrial experienced person along with case studies then navigate to Courses.
1) Standard set up quickly, 2) All features – specific time, location, device etc
An ad group contains set of related products, Keyword, Product category, campaigns etc.,
Let us say, there are 10,000 campaigns (includes active and paused campaigns) per account, 20,000 ad groups per campaign, where the maximum of 50 text ads per Ad group can be created.
Set of related words that are matching ads and with search terms. The question that comes to mind would be,
“Is there any tool which could help in finding out most preferred keywords for that topic?”
Yes, tools like Keyword planner is used to choose related keywords.
“What is negative keywords and when should we use it?”
Let’s learn it, with an example:
Suppose your selling watches for ladies then our ads should not show up when keywords, like watched for men and watches for kids, are typed as a keyword. (-) is used in front of keywords like – watched for men, – watches for kids. Now, ads would be shown for watches for ladies.
Related to nonorganic ads the main question that comes to mind is
“How is cost/payment determined?”
A bidding system is the set of agreements and understandings assigned to calls and sequences of calls used by a partnership.
Earlier days ads where displayed based on maximum amount competing with other related keywords.
After updating ad auction is calculated with Max Bid, Quality score, Format impact and AD rank. Selecting one among the following based on business goal CPC, CPA, CPM, CPV, and CPI.
Q: When do we need to use CPC?
A: CPC (cost per click)= cost/clicks
Increase web traffic, brand awareness, Product awareness
CPA (cost per acquisition) = cost/conversion
Q: When do we need to use CPA?
A: Getting customer, Closing online sales, filing up form, registering for a webinar etc.,
Q: When do we need to use CPM?
CPM(cost per 1000impression) = (Cost of 1 Unit of a Media Program) / (Size of Media Program’s Audience) x 1,000
A: Price of 1000 impression in media ads
CPV (cost per view)= cost/view
Q: When do we need to use CPV?
A: Price of 1000 impression in media ads
Cost Per Install = cost/mobile app installation
Q: When do we need to use CPI?
A: Based on mobile app installation. This ad should increase the no of installation of mobile app
What is Max Bid?
Max bid is the highest price paid by ad words account investor to get inventory (space) as an asset in a website.
How well account is optimized?. Quality of – ads, keywords and landing page
Check quality score
Higher the quality score lower the max bid. Rating from 1 to 10. 1 very low 10 very high.
The different format ads are displayed as follows:
Types: text, video, image, app, content etc. Choosing ad format is most important.
“What rank my ads would get? “Will it be displayed?” are normal questions we get. Here comes AdRank that gives the answer.
Ad Rank: AdWords has been calculated based on Max Bid and Quality Score. Position in which ads are listed based on ad rank. Very low ad rank of an ad indicates that the ad is not displayed.
Your Ad Rank is a score that’s based on your bid, auction-time measurements of expected CTR, CTA, and relevance, landing page experience, and the expected impact of extensions and other ad formats. To improve your ad position, improve the quality score. Greater the quality score lesser the bid, max chance to display at the top.
“ How to find out which keyword or heading etc., will give us more result? “
This can be found out using A/B testing for a small period of time.
Improve your click rate with A/B testing. Comparing two sets of data and fingering out which set of data gives the more profitable result. In ad words, we can compare 2 text ads and find which keywords are more suitable to achieve business goals.
Understand A/B testing with an example ad A: buy watches online ad B: Purchase watches online is running for a week. This A/B test would tell which one has been used more.
What are all the tools related to ad words provided by Google ad words?
Campaign types in detail used in Google Adwords
Search Ads are where we place our ads on the result page of Google search result. Ads are shown based on search query, relevant to search ads in order to reach the maximum audience.
Ad extension – additional information posted along with search ads in the form of extension. Most of them would get the question “Can we directly make customers navigate to a particular page, call directly etc., from ads?”
If you want audiences to directly view one portion of the website then, site link extension is used. You want the audience to directly call you and either enquire details or close a sale call extension is used. If the goal is to locate your place directly in the search result, map and address are provided as an extension. when directly clicking on required extension time saves as well conversion rate increases.
Expanded text ads
Expanded text ads now feature two headlines at 30 characters each and one 80-character description line that will help advertisers reach a broader audience on mobile and create more room to promote your brand. This text ads have removed the display URL and now use the domain URL from your final URL and give you the option to add keywords in two new optional “path” fields.
Dynamic ads – creative ads personalizing the content based on the environment, user, and another factor. The request is sent to server and ads are created in real time.
Display ads appear on Google partnered sights, where users click on it to navigate to the website showing ads. Ads are displayed related to the content of the website is called Native Ads.
You are visiting a website, you may see a banner ad at the top of the page or smaller ads next to the main content. These are Display ads.
It is displayed in many ad formats like text, images, videos etc. Display ads are shown in Google patterned sights, Blogs, Email, Apps, and YouTube.
In order to advertise in Google shopping campaign first step is to add product feeds in merchant center. Next step would be, after creating an account in merchant center, inventory is entered in the form of data. When a user searches to purchase or to gain knowledge about product corresponding shopping ads are displayed.
Google ad words help in advertising apps across google search, google play store and Youtube.
Remarketing & Retargeting
A customer leaves your website without purchasing or added a product in shopping cart ““what I should do in this case?”
Here, remarketing and retargeting comes into the picture.
We feel like, ads are following us wherever we navigate on internet. This is called Remarketing and retargeting. This is done with the help of cookies provided by the website. From the website we left not purchasing product/ service.
The advantage of using remarketing and retargeting as there is a greater chance of purchasing. Remarking – done with some offers like free shipping or discount for the product then often visible to customers eyes.
Measuring Google AdWords Performance
Ad campaigns measured and tracked. Performance result report, taken Linking Google AdWords with google analytics.