AdWords
Certification Fundamental Exam Prep
Definition of AdWords
- The Auction
- Many effects influence the auction
- Ad Rank formula
- Max bid (CPC) * Quality Score + ad extensions & formats = ad Rank
- Quality Score : how relevant your ads, keywords and landing page are to a person seeing your ad
- Keyword quality
- Keyword CTR
- Ad text relevance
- Historical performance
How
to improve Quality Score: focus on key metrics
- Organize your account for maximum effectiveness
- Choose relevant keywords
- Create straghtforward, targeted ads
- Point users to a landing page with relevant, original content with quick load times
- How to set up an AdWords campaign
- Establish campagin goals
- What is the marketing objective?
- Who are you trying to reach?
- What does success look like?
- What action are you driving
towards your website
- Apply targeting and bids
- Daily budget - don't lt your shop close early
- Standard vs. Accelerated delivery
- Bidding
- Clicks
- CPC bidding
- Generate traffic
- Manual CPC
- Automatic CPC
- Enhanced CPC (e-cpc) Bid adjustments
- Impressions
- CPM bidding
- Brand awareness
- Get your message in front of customers
- Conversions
- CPA bidding (cost per acquisition)
- Get customers to take action
- Conversion optimizer
- Conversion Tracking
- 1 per click : any ad click resulting in conversion in 30 days
- Many Per Click: Multiple conversions for a click that result in conversion in 30 days
- How to: add a snippet
- Select keywords
- How do keywords work?
- Build a keyword list
- Match Types: Overview
- Creat copy & ad formats
- Text ads standards and policies (should not contain the below)
- All caps
- Repeated words
- Incorrect spacing between words or letters
- Numbers or symbols as letters
- Offensive language
- Unsupported superlative or claims
- Offers must be accessible to the user within one click of the landing page
- Product Listing Ads (PLA)
- Dynamic Search Ads
- Call Extensions
- Location Extensions
- Social Extensions
- Set up AdWords account
- Organizing campaigns and ads
in your account
- Tactics to improve Adwords results
- Create successful Text Ads
- Improve keywords
- Optimize for CTR
- Negative Keywords
- Match Types
- Delete non-performing keywords
- Optimize for ROI
- Also use Conversion Tracking
- Focus on ROI
- Budget Optimization
- Organize the account
- Use Opportunities Tab to get Ideas
- Use Conversion Tracking and Negative Keywords
- Google Display Network (GDN)
- Millions of sites for you to run your ads on
- A choice of ways to reach your audience
- A wide range of crative ad formats
Ad
rank on the GDN (Google Display Network)
- Ad rank basics : display
- Group default Bid
- Landing page quality
- Ad's past performance
Google
Display Network can target both content & audience
- Target content
- Placement targeting
Hand select the sites where your ads will show - Ads are served on premium and long-tail sites you hand pick
- Example placements: forbes.com, allbusiness.com, nytimes, com, businessinsider.com
- Topic targeting
- Keyword contextual
targeting
keyword level targeting, bidding & reporting - Better targetting
A redesigned contextual engine to enhance targeting accuracy, increasing the relevance & quality of placements. - Optimization Control
Bid at keyword level for granular performance control.
See all metrics reported at keyword level for transparency and better optimization. - Easier Implementation
Choose to target by individual keywords like search with no ad group theming required!
- Target audience
- Interest category marketing
- Remarketing
