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Slide 1 Google Adwords Fundamentals Benefits of Adwords 1 Targeting 2 Control your costs 3 Measure your success 4 Manage your campaigns Google Advertising Networks • Search Network (Google search, Oth[.]
Google Adwords Fundamentals Benefits of Adwords Targeting Control your costs Measure your success Manage your campaigns Google Advertising Networks • Search Network: (Google search, Other Google sites; Maps ,Shopping) where you can search customers actively searching for specific products The Search Network can help advertisers the following: • Show their text ads next to Google search results • Reach customers actively searching for their specific product or service Google Advertising Networks • Display Network : The Display Network includes a collection of Google websites (like Google Finance, Gmail, Blogger, and YouTube), partner sites, and mobile sites and apps that show AdWords ads matched to the content on a given page The Display Network can help advertisers to the following: • Use appealing ad formats to reach a wide range of customers with broad interests • Build brand awareness and customer loyalty • Increase engagement with customers • Choose more specifically where their ads can appear, and to what type of audience Search Ad Formats • Text Ads: Headline Display URL Description • Ads With Extensions: Display information about your business (phone number, location , links to other pieces of relevant content) Display Ad Formats • • • • Text Ads Image Ads Rich media Ads Video Ads Quality Of Your Ads • To know how to optimize the quality of your ads, You should understand the Quality score and the Ad rank Quality score : is an estimate of the quality of your ads & landing pages triggered by that keywords in auctions throughout the day Ad rank : determines the order in which your ad shows up on the page (ad position) Components Of Quality Score Expected CTR Ad Relevance Landing Page Experience Notes : • Each keyword gets a quality score on a scale from (1 to 10) • The more relevance between your ad and the landing page, the higher quality score you will have and the higher ad position and the lower CPC you will get So, even if the competitor bids higher than you ,you can win higher ad position at a lower price • Quality score is one factor that affects the ad rank , the other factors are (bid amount & the expected imapct of extensions and other ad formats) What You Pay? Ad words gives you control over your costs, You can choose how you will spend your money according to your advertising goals The bidding strategies: • • • Cost per click (CPC): if you want to focus clicks on your ads & to drive traffic to your website Cost per thousand impressions (CPM): if you want to focus on the number of times your ad shows and increase awareness of your brand ,(it is available only for display network campaigns) Cost per acquisition (CPA): if you want to focus on people when they take specific action on your website after clicking on your Ad What You Pay? Notes : • • • when using CPA bidding the actual amount you’ll be charged might exceed your specific bid due to factors outside Google's control (changes to website or ads, increased competitions in an ad auction) To use CPA bidding, you will need to either set up (conversion tracking, cross-account tracking or be importing data from Google analytics) but in order to use conversion tracking you should make at least 15 conversions in the last 30 days You will need to use conversion optimizer to know historical info about your campaign and automatically finds the optimal CPC bid for your ad each time it is eligible to appear