Module 1 Understanding the value of online advertising
1.1 Benefits of online advertising and AdWords
1.2 Google's advertising networks
1.3 Where your ads can appear
1.4 The quality of your ads
1.5 What you pay
Module 2 Setting up an AdWords campaign
2.1 Choosing a campaign type
2.2 Structuring your campaign
2.3 Targeting your audience
2.4 Setting bids and budgets
2.5 Creating ad groups
2.6 Tools to plan a campaign
Module 3 Measuring and optimizing performance:
3.1 Measure your results
3.2 Tools to measure your performance
3.3 Evaluate metrics relevant to your goals
3.4 Optimize your campaign
Module 4 Goggle Ad
words PPC :
4.1 Introduction on Google Adwords
CPC & Types of CPC.
4.2 Formula to Calculate Google Adwords Ad Rank and Actual CPC.
4.3 Improving your return on investment.
4.4 Improving your Ad
quality.
4.5 Solution for landing page experience.
4.6 how to improve
your CTR.
4.7 Making your ads
seen: The influential factors
4.8 About Quality Score
1.1 Benefits of online advertising and AdWords:
AdWords allow you to make
the most of online advertising by showing
your ads to the right
people, in the right place, and at the right time.
AdWords offers several
benefits, but here are the key ones:
1. Target your ads:
Targeting gives you the ability to show your
ads to reach people with
specific interests — namely, people
who are interested in
your products and services — and show
them relevant ads. Make
your AdWord campaigns even more
targeted by using keywords, ad location, age, location,
language,
days, times, frequency, and devices.
2.
Control your costs: With AdWords you’ll only
pay when
someone clicks your ad.
3.
Measure your success: With
AdWords, if someone clicked
your ad, you’ll know. If
they clicked your ad and then did
something valuable to
your business - purchased your
product, downloaded your
app, or phoned in an order - you can
track that, too.
4. Manage your campaigns:
If you manage multiple AdWords
accounts, an AdWords
manager account is a powerful tool
that could save you time.
You can also manage your AdWords
account offline with
AdWords Editor.
1.2 Google's advertising networks :
With AdWords, your ads
can show on one or both of Google's
advertising networks: the
Google Search Network and the Display
Network.
The
Search Network includes Google Search,
other Google sites
such as Maps and
Shopping, and hundreds of non-Google search
partner websites (like
AOL) that show AdWords ads matched to
search results.
It can help advertisers
show their text ads next to Google search
results, and reach
customers actively searching for their specific
product or service.
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.
It can help advertisers
use appealing ad formats to reach a wide
range of customers with
broad interests. It can also build brand
awareness, customer
loyalty and engagement, and allows for
specific choices on where
their ads can appear, and to what type
of audience.
1.3 Where your ads can appear:
To understand how AdWords
works, you'll want to familiarize yourself
with some of the key
building blocks: where your ads can appear, the
quality of your ads, and
what you pay for them.
Showing
your ads alongside search results:
You'll use keywords —
words or phrases that describe your product or
service to target your
ads. When someone searches for terms that are
similar to your keywords,
your ads can appear alongside or above
search results on sites
that are part of the Search Network.
Keywords also help
determine how much you pay. Each of your
keywords has a maximum
cost-per-click bid amount (or "max. CPC").
Search
ad formats :
It’s also important to
think about text ads and ads with extensions,
which are the different
types of ads that can appear on Search Network
sites.
● Text
ads
are made up of a headline, a display URL that shows
the address of your
website and a description.
● Ad extensions are visual enhancements
to search ads that
more prominently display
information about your business,
such as a phone number,
location, or links to other pieces of
relevant content from
deeper within your sitemap.
Showing your ads on
websites across the Internet
You can choose to show
your ads to people as they browse the web, on the
Display Network. Your ads
can appear on specific websites or placements
that you choose, or on
websites based on the targeting methods that you
choose, such as keywords,
placement, audiences, and topics.
Here's a list of ad
formats you can use on the Display Network:
●
Text ads
●
Image ads
●
Rich media ads
●
Video ads
Showing your ads on mobile phones
Reach potential customers
as they search or visit websites on the go —
researching or completing
purchases on their mobile phones, for example.
Learn more about the
different places your ads can appear»
Showing your ads to
specific audiences
If you have text ads, you
can choose to show them to customers in an entire
country, a certain
geographic location, and even to customers who use
names of locations in
their searches. You can also target your campaigns to
the languages that your
potential customers speak.
1.4 The quality of your ads:
Understanding
Quality Score and Ad Rank:
Higher quality ads can
lead to lower prices and better ad positions.
The Quality
Score
reported in your account is an estimate of the
quality
of your ads and landing
pages triggered by that keyword in auctions
throughout the day. Ad Rank determines the order in which your ad
shows up on the page
(also known as ad position).
The components of Quality
Score are expected click through
rate (CTR),
ad relevance, and landing
page experience. Each keyword gets a
Quality Score on a scale
from 1 to 10, where 1 is the lowest score and
10 is the highest.
The more relevant your
ads and landing pages are to the user, the more
likely it is that you'll
have a higher Quality Score and benefit from
having higher quality
components of your Ad Rank, such as a higher ad
position
or lower cost-per-click (CPC).
1.5 What you pay:
AdWords gives you control
over your advertising costs, and there's no
minimum amount that you
have to spend. Instead, you set a daily
budget and choose how
you'll spend your money.
Choosing a bidding
strategy
Choosing how you'll spend
your money means choosing how you'd like to bid.
Try choosing a bidding
strategy based on your goals, such as whether you want
to focus on getting
clicks, impressions, or conversions. Bidding strategies
include cost-per-click
(CPC), cost-per-thousand impressions (CPM) and costper-
acquisition (CPA).
Setting a daily budget:
Your daily budget is the
amount you're willing to spend each day, on average, for
each ad campaign in your
account.
But even though your
actual costs may vary, your daily budget limits the costs
you can accrue over the
average number of days in a month.
How
much you're charged:
If you're using CPC or
CPM bidding, you’ll only be charged what’s needed for
your ad to appear higher
than the advertiser immediately below you.
If you're using CPA
bidding, the actual amount you'll be charged might exceed
your specific bid. That’s
because this amount depends on factors outside of
Google's control, such as
changes to your website or ads, or increased
competition in ad
auctions. However, our system is designed to adjust over
time, so the longer you
use CPA bidding, the less likely it is that your actual CPA
will exceed your specific
bid.
2.1 Choosing a campaign type
When you start setting up
your AdWords campaign, you'll need to
choose a campaign type
and a campaign sub-type.
The most commonly used campaign
types include:
Search
Network only:
Ads can appear throughout
websites on the Google Search Network.
Your AdWords keywords are
linked to the words or phrases that
someone uses to search on
Google, then relevant text ads are shown on
search results pages.
Display
Network only:
Ads can show throughout
the Display Network. This campaign type
works by matching your
ads – including text, image, rich media, and
video ads – to websites
and other placements, such as YouTube and
mobile apps, with content
related to your targeting.
Search
Network with Display Select:
Allows you to show your
ads – including text, image, rich media and
video ads – with search
results on the Google Search Network and
relevant placements
within the Display Network. With this option, your
budget is shared across
both networks.
Campaign
sub-types :
When you create any of
the above campaign types, you'll also need to
choose a more specific
campaign sub-type; the most common are the
“Standard” or “All
features” sub-types.
You might choose a
specialized campaign sub-type so you can
remarket your ads, or
show them in mobile apps.
Remarketing :
Show text, image, or
video ads to people who have already visited your
website when they browse
other websites on the Display Network.
Ads in mobile apps
Reach the growing
audience of people using mobile phones and
tablets by showing your
ads in apps. Your ads will be matched to apps
through the Display
Network.
2.2 Structuring your campaign:
AdWords is organized into
three layers: account, campaigns and
ad groups.
● Account: Your
account is associated with a unique email
address, password and
billing information.
● Campaigns:
Each campaign in your account has its own
budget and settings that
determine where your ads will
appear.
● Ad groups:
Each ad group within a campaign contains a set
of similar ads and
keywords that you want to trigger your
ads to show.
Structuring your campaign:
With AdWords, you'll
organize your account into separate
campaigns, with each
campaign focusing on a single business goal.
One effective approach is
to organize your campaigns around
specific themes or
products.
You control the following at the
campaign level:
● How much you're willing
to spend on clicks, impressions
or conversions from your
ads
● Networks and
geographical locations where you want your
ads to show
● Other top-level
settings that affect your ad groups
Organizing your ad groups
Each campaign contains
one or more ad groups. An ad group allows
you to organize your
campaign into sets of ads and keywords that
directly relate to each
other, which can improve your Quality Score
and help to boost your
return on investment. For Search Network
campaigns, this helps you
show ads that are relevant to the
searches of people that
you’re trying to reach. For campaigns
targeting the Display
Network, you can create relevant ads to show
to customers browsing
websites about similar topics.
2.3 Targeting your audience
Showing your ads to the
right customer is a key part of a successful
advertising campaign that
helps you reach your goals.
Here are the
different ways in which
you can use AdWords to display your ads:
Keyword
targeting :
Use keyword match types
such as broad match, broad match
modifier, phrase match,
exact match and negative match to control
which searches trigger
your ad. You can also add negative keywords
for campaigns that show
ads on the Search Network or keyword
exclusions for campaigns
that show ads on the Display Network.
Display
Network targeting:
In addition to keywords,
you can use different targeting methods to
match your ad to places
or audiences on the Display Network. These
include:
● Contextual targeting:
Match relevant website content
using keywords or topics
● Audiences:
Reach specific groups of people using affinity
audience, in-market
audiences, remarketing and/or
demographics
● Managed placement targeting:
Select specific websites
and apps
Location
and language targeting:
With location settings,
you can target the geographic areas in which
you'd like your ads to
appear.
Language targeting helps
ensure that your ads will appear on
websites that are written
in the language of the customers you'd like
to reach.
Device
targeting:
You can also reach your
customers while they're on the move by
showing your ads when
people are searching or visiting Display
Network websites on their
mobile phones with full browsers, such as
iPhones and Android
devices.
2.4 Setting bids and budgets:
Once you have decided
which networks you want to display your ads
on and who you want to
show them to, you're ready to think about
your budget. There are
two things that you'll want to consider:
Your
budget: Your daily budget is the
amount that you set for each
campaign to indicate how
much, on average, you're willing to spend
per day.
Your
bidding strategy: Depending on which
networks your campaign
is targeting, and your
advertising goals, you can determine which
strategy is best for you.
To refresh your memory,
here are the bid strategies that you can
choose from:
● Cost-per-click (CPC) bidding:
Use if you want to drive
customers to your
website.
● Cost-per-impression (CPM)
bidding: Use if you want to
make sure that customers
see your message.
● Cost-per-acquisition (CPA) bidding:
Use if you want to
maximize conversions on
your website.
2.5 Creating ad groups :
Each ad group contains a
set of keywords, ads and bids that you
manage. For your Display
Network campaigns, your ad groups can
include other targeting
methods, such as demographics or
remarketing lists.
Some of the main
components of ad groups for campaigns that
you'll run on the Search
or Display Network include:
Keywords:
Tips for creating your keyword list:
Choosing
and organizing your keywords
● Think like a customer
● Align your keywords
with your goals
● Group similar keywords
into themes
Researching
new keywords:
● Use the Keyword Planner
or Display Planner
● Review your search
terms report
Optimizing
your keywords:
● Use keyword match types
● Include negative
keywords
Ads
:
Depending on the type of
campaign that you create, different types
of ads formats and ad
extensions will be available.
Keep in mind that all ads
go through an approval process – we want
ads to be useful, varied,
relevant and safe for users when serving
them across the Google
Network.
We review your active and paused
ads, keywords and website
according to our advertising policies.
Types
of ad formats include:
Texts, Ad extensions,
Image,
WAP mobile,
App promotion ads,
Instream video,
Product Listing Ads,
Call-only ads.
Types
of ad extensions include:
1. Manual extensions:
App
extensions,
Call extensions,
Location Extensions,
Review extensions,
Sitelinks
extensions, Callout
extensions
2. Automated extensions:
Consumer
ratings, Previous visits,
Social extensions, Seller
ratings
Best
practices for creating effective ads:
● Connect
your ads and keywords
● Highlight what makes you unique
● Include a call-to-action
● Match your ad
to your landing page
● Tailor your
ads for mobile
● Use ad
extensions
● Experiment
2.6 Tools to plan a campaign:
AdWords offers several
tools to help you build your campaigns and
achieve your advertising
goals, including Keyword Planner and
Display
Planner.
You can use Keyword
Planner to build your Search Network
campaigns, getting
keyword and ad groups ideas along with search
traffic estimates. Or,
you can use the Display Planner to plan your
Display Network
campaigns, getting targeting ideas along with
impression estimates.
Both tools allow you to add your plan to new
campaigns or existing
ones, or download your plan to share with
clients and colleagues.
3.1 Measure your results:
You can analyze basic
account, campaign and ad group information using
different data and
reports available in AdWords. There are also advanced
reports that go beyond
the number of clicks or impressions that you're getting,
allowing you to see the
impact AdWords has on your business.
Understanding
AdWords reports and statistics:
Customize
your data:
You'll want to think
about your AdWords goals and decide which statistics are
most important for
measuring progress toward those goals. Then, you can
customize the data in
your statistics table to see how your campaigns, ad
groups, ads and keywords
are performing.
Dimensions
tab:
You can use the
Dimensions tab to look at data across your entire account, an
individual campaign or an
ad group.
Search
terms report:
The Search terms report
allows you to see the terms that people were
searching for when your
ad was shown. You can also see the performance
metrics for those
searches.
Top
movers report:
The top movers report
lets you see which campaigns have the biggest
changes (increases or
decreases) in clicks, costs and conversions, and
shows you some possible
causes for those changes.
Paid
& organic report:
With the paid &
organic report, you can see how often pages from your
website are showing in
Google search results, and which queries triggered
those results to show on
the search results page.
Auction
insights:
Use the Auction insights
report to compare your performance with other
advertisers who are
participating in the same auctions that you are.
3.2 Tools to measure your performance:
As you get your campaign
up and running, you'll want to consider several
different tools that can
help you measure and optimize your ad performance.
These tools include the
following:
Conversion tracking:
Conversion tracking is a
free tool that can measure what happens after a
customer clicks on your ads
- for example, whether they purchased your
product, signed up for
your newsletter or filled in a contact form.
3.4 Optimize your campaign:
Improving
your return on investment
Basic
ways to improve your ROI:
● Use a landing page
that's most relevant to your ad
● Use highly relevant
keywords and ad text
● Adjust your bids
Keyword
tips :
● Use negative keywords
to eliminate unwanted clicks
● Remove duplicate
keywords
● Optimize low-performing
keywords
● Perform a keyword
diagnosis
● Check your keywords'
estimated first-page bids
Ad
text tips:
● Understand the buying
cycle
● Enhance your ad with
extensions
Bid and
budget tips:
● Experiment with bids
and budgets to see what works
● Allocate your budget according
to performance
● Adjust your keyword
bids
● Use ad scheduling to
automatically change your bids
throughout the day
Increasing
your brand awareness on the Display Network:
With a brand engagement
campaign, you want to build awareness of and
positive associations
with your company and its products and services. You
can do this using:
● Targeting options
● Ad formats
● Bidding strategy
4.1 Google
Adwords CPC OR PPC:
CPC: What Is Cost Per
Click? CPC is short form
of cost per click ,which you pay for
each click on your ads in your marketing
campaigns.
Types of CPC:
(1)Manual CPC
(2)Maximize Clicks
(3)ECPC (Enhanced CPC)
Manual CPC:
•
With Manual Cost-Per-Click (CPC) bidding, you
can set a maximum price on the cost of someone clicking on your AdWords ads.
•
Note: You can get good value with this bidding
method because you pay only when a viewer is interested enough to click your
ad.
How Manual CPC bidding works:
•
Example
•
If you think it's worth 19rs to have
someone visit your website, you can set 19rs as your max. CPC. You'll pay a
maximum of 19rs when a person reads your ad and clicks it, and you pay nothing
if they don't click.
•
Let's say you create a text ad and set a max.
CPC bid of 19rs. If 500 people see the
ad, and 23 of them click to learn more, you pay only for those 23 clicks. Your
max. CPC bid was 19rs, so you'll pay no more than 23 clicks x 19.
•
Often you'll pay less than your max. CPC because
with the AdWords auction, the most you'll pay is what's minimally required to
hold your ad position and any ad formats shown with your ad, such as sitelinks.
Maximize clicks:
•
Maximize Clicks automatically sets
your bids to help get as many clicks as possible within your budget.
•
Maximize Clicks, you set a target daily
budget and the AdWords system automatically sets your maximum cost-per-click (CPC)
bids on your behalf, with the goal of getting you the most clicks possible
within that budget.
Enhanced cost-per-click (ECPC):
•
Enhanced cost-per-click (ECPC) automatically
adjusts your manual bids to help you get more conversions, while trying to
achieve the same cost-per-conversion.
•
ECPC is available as an optional feature with
Manual CPC bidding.
•
With ECPC, you'll still have control over your
bids just like you did before, but ECPC helps you by adjusting each bid based
on how likely it is that a click will result in a conversion. If a click seems
likely to convert, ECPC will raise your max CPC (after applying any
bid adjustments you've set).
Manual CPC
|
Maximize clicks
|
ECPC
|
We can set Daily budget
We can set Max CPC bid amount
for keywords
NOTE:
Actual CPC is often less than max. CPC because with the AdWords
auction, the most you'll pay is what's minimally required to hold your ad
position and any ad formats shown with your ad, such as sitelinks.
|
We can set daily budget
We Can Not set Max cpc bid amount for keywords
|
It is optional with your Manual CPC .
If a click seems likely to convert, ECPC will raise your max CPC.
Note:
Keep in mind that your actual CPC may exceed
your max. CPC if, for example,
you’ve enabled Enhanced CPC or
if you've set a bid adjustment.
|
4.2 Formula
to Calculate Google Adwords Ad Rank and Actual CPC
AdRank:
AdRank = Max. CPC x Quality Score
AdRank is measured by multiplying the maximum cost per click bid
that the advertiser is willing to pay by the Quality Score of that advertisers
keyword. Ad position is then calculated by the advertiser’s AdRank. According
to that advertisers ad will be positioned on highest or lowest position in
Google search and content networks.
Advertiser
|
Max CPC
|
Quality Score
|
Ad rank
|
Position
|
Advertiser A
|
$0.40
|
6
|
$0.40 x 6 = 2.4
|
1
|
Advertiser B
|
$0.35
|
5
|
$0.35 x 5 = 1.8
|
2
|
Advertiser C
|
$0.80
|
2
|
$0.80 x 2 = 1.6
|
3
|
Advertiser D
|
$1.00
|
1
|
$1.00 x 1= 1
|
4
|
Advertiser E
|
$0.05
|
5
|
$0.05 x 5 = .3
|
5
|
Advertiser F
|
$0.10
|
2
|
$0.10 x 3 = .2
|
6
|
From the above example you can find that, in spite of Advertiser D
is bidding well while comparing all of his competitors his ads will show in the
4th position due to his low Quality Score.
Determining Actual CPC:
Actual CPC = (AdRank to hit /Quality Score of Advertiser) + $.01
An advertiser’s actual CPC is measured by dividing the AdRank to
hit (the AdRank of the competitor below them) by their own Quality Score plus
$.01. The least positioned ad will be the minimum price recommended by Google
to display on the Adwords page.
Advertiser
|
Max CPC
|
Quality Score
|
Ad rank
|
Position
|
Actual CPC
|
Advertiser A
|
$0.40
|
6
|
$0.40 x 6 = 2.4
|
1
|
(1.8/6) + $.01 = $0.31
|
Advertiser B
|
$0.35
|
5
|
$0.35 x 5 = 1.8
|
2
|
(1.6/5) + $.01 = $0.33
|
Advertiser C
|
$0.80
|
2
|
$0.80 x 2 = 1.6
|
3
|
(1/2) + $.01 = $0.51
|
Advertiser D
|
$1.00
|
1
|
$1.00 x 1= 1
|
4
|
(0.3/1) + $.01 = $0.31
|
Advertiser E
|
$0.05
|
5
|
$0.05 x 5 = .3
|
5
|
(0.2/5) + $.01 = $0.05
|
Advertiser F
|
$0.10
|
2
|
$0.10 x 3 = .2
|
6
|
Minimum Bid
|
From the above example you can find that, since the quality score of Advertiser C is very low, he needs to pay more amounts to beat Advertiser E.
The quality score speaks a lot in this. From the below example you
can find the value of quality score. By increasing the quality score, the ad
rank will also automatically increase to hit the top positions. In the below
table, Advertiser B has increased their Quality score and check how his rank
get increased to hit the top position.
Advertiser
|
Max CPC
|
Quality Score
|
Ad rank
|
Position
|
Actual CPC
|
Advertiser A
|
$0.40
|
6
|
$0.40 x 6 = 2.4
|
2
|
(3.2/6) + $.01 = $0.54
|
Advertiser B
|
$0.35
|
9
|
$0.35 x 9 = 3.2
|
1
|
(1.6/9) + $.01 = $0.19
|
Advertiser C
|
$0.80
|
2
|
$0.80 x 2 = 1.6
|
3
|
(1/2) + $.01 = $0.51
|
Advertiser D
|
$1.00
|
1
|
$1.00 x 1= 1
|
4
|
(0.3/1) + $.01 = $0.31
|
Advertiser E
|
$0.05
|
5
|
$0.05 x 5 = .3
|
5
|
(0.2/5) + $.01 = $0.05
|
Advertiser F
|
$0.10
|
2
|
$0.10 x 3 = .2
|
6
|
Minimum Bid
|
Quality Score is the good way to reach the desired top positions
and reduce your costs. To become a Adwords star and to have a success with
Adwords, you must improve your CTR, the relevance of your Ads, quality of your
landing pages and the speed of the landing pages.
4.3 Improving your return on investment:
In general, you'll want to
focus on improving your conversion potential through attracting the right
customers to your business. Here are some basic strategies and specific tips
about how to optimize your keywords, ad text, bids and budget.
Basic ways to improve your ROI
If you find that a large
percentage of visitors have clicked your ad but haven't made a purchase or
performed an action you'd like them to take, the following steps may help you increase
your conversions and ROI:
· Use a landing page that's most relevant to
your ad: When customers click your
ad, they expect to see a webpage highlighting the exact product, deal, or
information described in your ad. If they don't find what's promised as soon as
they arrive, they're more likely to leave your site without making a purchase
or signing up for your service. Be sure that any promotions and discounts
mentioned in your ad text are visible on your landing page.
· Use highly relevant keywords and ad text: If you use general keywords and ad text, a
customer may arrive at your site expecting to find something that you don't
offer. Highly targeted keywords and ad text help ensure that your ads show only
on searches relevant to your product or service.
· Adjust your bids: The bottom line for any keyword is how much
value it generates compared to its cost. For keywords that show a profit,
increase the bid to increase exposure and generate more traffic. For keywords
that aren't profitable, decrease the bids to lower your costs or even consider
removing those keywords.
· Add successful sites as placements: For campaigns running on the Display
Network, you can use the Placements tab to see all of the web pages, apps, and
videos where your ads appeared. If you find that your ad performs particularly
well on a given website, try adding that website as a managed placement.
· Use negative keywords to eliminate unwanted
clicks: You can use negative
keywords to filter out searches for different products or services, searches
that aren't relevant to your business, or people who aren't likely to make a
purchase.
· Remove duplicate keywords: Google shows only one ad per advertiser
on a particular keyword, so there's no need to include the same keywords in
different ad groups or campaigns. Since the better performing keyword will
trigger your ad more often, remove the duplicate that performs worse. Keep in
mind that it's okay to include duplicate keywords for campaigns targeting
different geographic regions.
· Optimize low-performing keywords: It's essential to regularly review your
keywords to ensure that they're all performing well and providing you with a
good ROI. If a keyword is not directly related to your business, website, and
ad text, it'll trigger impressions and clicks that are not likely to convert
into actions you care about, like purchases or signups. Here are some key
measurements to look for to identify whether a keyword is performing well or
not:
· Keyword diagnosis: Performing a keyword diagnosis will give
you a detailed view of each keyword's Quality Score along with tips for
improvement. To diagnose your keywords, hover over the speech bubble icon next
to the status for any keyword in the "Keywords" tab. You'll see a
help bubble appear with information.
· First page bids: Check your keywords' estimated first
page bids, which is the approximate cost-per-click (CPC) bid needed for your ad
to reach the first page of Google search results when a search query exactly
matches your keyword. You can use this estimate, which is based on the Quality
Score and current advertiser competition for that keyword, to get greater insight
when planning your bidding strategy.
· Understand the buying cycle: To maximize your ROI, try to understand
what stage within the buying cycle a customer might be in: the awareness stage,
the research and comparison stage, or the buying stage.
· Use keywords to separate the serious buyers from the
online equivalent of window shoppers. For example, customers searching with
terms like "reviews" or "ratings" are probably still
researching the product and might be less likely to make a purchase at that
stage. By understanding the buying cycle for your specific product or service,
you can filter out such customers with negative keywords or direct these
customers to more research-friendly parts of your site.
· Ad text can also help you reach customers in the right stage. The
call-to-action should reflect the action that you consider a conversion,
whether that's a sign-up, a request for more information, or an actual sale. Conversion-related
calls to action will set the right expectation for customers in
various stages of the buying cycle.
· Enhance your ad with extensions: Ad extensions tend to improve the click
through rate (CTR) of your ads. Depending on the products or services that your
business offers, you might consider using different ad extensions. For example,
sitelink extensions allow you to add links to your website and help people find
what they're looking for, call extensions let people click a button to give you
a phone call, and location extensions help people nearby find your nearest
storefront.
· Experiment with bids and budgets to see what
works: Test different bid amounts
and budgets and measure how effective the change is, test bids for
profitability and ROI, and test budgets for ad exposure. We suggest adjusting
amounts in small increments to allow your keywords to accrue conversion
statistics and performance data with the new settings. Allow at least a few
days between changes so you'll have enough performance data to make an informed
decision.
· Allocate your budget according to performance: An important aspect of budgeting is
making sure you have appropriate budgets for each campaign. For keywords that
are profitable, you probably want to show them all the time. To do this, the
campaign's budget needs to be sufficiently high so the campaign isn't limited
by budget. If you'd like certain keywords to receive maximum traffic, make sure
they're in campaigns whose daily spend isn't reaching or exceeding its daily
budget consistently. Try to prioritize your products or services and then match
budgets to each campaign based on priority. If your overall advertising budget
is limited, find budget from campaigns that have unused budget or that don't
convert well, then reallocate that budget to high performing campaigns that are
limited by budget.
· Adjust your keyword bids: With conversion data, you'll better understand
how profitable your keywords are with their current bids and can identify which
keywords could be more successful with adjusted bids.
· For keywords that show a profit (such as having high conversion rate and
low costs), you might try increasing their maximum cost-per-click (CPC) bids.
While costs may increase, your ad position could rise and provide more ad
exposure, potentially increasing your conversion rate and ROI. In other cases,
it may make sense to lower the bid for a keyword even if the keyword is
profitable. By lowering the bid, you'll lower the average amount paid, which
may increase the profit margin for that keyword.
· For keywords that aren't profitable (such as having a low conversion rate
and high costs), you might try decreasing their bids to lower your costs. A
lower bid is likely to decrease the keyword's average position, the number of
impressions and clicks it receives, and as a result, the cost it incurs. Not
only can this strategy improve your ROI on low-performing keywords, but in some
cases, it can also free up part of your budget so you can invest in more
valuable keywords.
· Use ad scheduling to automatically change your
bids throughout the day: Ad
scheduling includes an advanced setting which lets you adjust the pricing for
your ads during certain time periods. Use the bid adjustment feature of ad
scheduling to automatically take these actions:
· Increase your CPC bids by a certain percentage on days or times
of day that are most profitable for you. For example, if you find that your ads
get the best results before noon, you can set your bids higher during that
timeframe to try and get more impressions and clicks.
· Decrease your CPC bids on days or times of day when appearing
in a high position doesn't result in profitable clicks.
4.4 Improve your
ad quality
In AdWords, the best performing ads are usually the ones that
people find the most relevant. Think about how you search and surf the web: You
tend to ignore things you aren't interested in and focus on those that are
relevant to you. If you're craving some chocolate chip cookies right now,
you'll probably ignore that ad about browser cookies (unless you're also
craving those)!
If you know what your customers are looking for, you can focus
on making your campaigns, keywords, ads, and landing page more relevant to
them, making customers more likely to click your ads.
Below are several things you can do to make your ads more
relevant to your customers.
1. Create very specific ad groups
Each ad group within your campaign should focus on a single
product or service so that your ads appear more relevant to customers. Your
cookie-loving customer is more likely to click an ad about cookies than a generic
ad about food. Relevance tends to lead to higher quality ads, and being
specific is one way to become more relevant.
Example
If your baked goods shop sells
different types of cookie packages, think about creating ad groups for each of
those different cookie packages, like one ad group for your holiday cookie
package, and another ad group for your birthday cookie package.
2. Choose your keywords carefully
Include specific keywords that directly relate to the specific
theme of your ad group and landing page. It's often more effective to use
keywords that are two or three words long instead of just single words.
Example
If you're selling cookie packages,
some keywords you might consider are "cookie gift package" or
"cookie gift basket." Generic keywords like "cookie" or
"gift" probably aren't effective because they're way too general.
Need help thinking of more keywords? Try using Keyword
Planner to help you think of additional keywords that you might
want to add to your list.
3. Include keywords in your ad text
Include your keywords in your ad text (especially in your ad's
headline) to show people that your ad is directly relevant to their search.
When people see their search terms in your ad text, it shows them that your ad
is probably relevant to what they're searching for.
Example
If you're trying to sell a cookie
gift package, and you have a keyword that says "cookie gift package,"
your ad text should also say "cookie gift package."
4. Create simple, enticing ads
What makes your product or service stand out from the
competition? Highlight these important differences in your ad. Do you offer
free shipping? Do you have certain items on sale? Be sure to describe any
unique features or promotions that you offer.
5. Use a strong call-to-action
Your ad text should have a strong call-to-action. A
call-to-action encourages users to click on your ad and helps them understand
what they can do once they reach your landing page. Here are some sample call-to-action
words: Buy, Sell, Order, Browse, Find, Sign up, Try, Get a Quote.
6. Test out multiple ads
Experiment with different offers and call-to-action phrases to
see what's most effective for your advertising goals. Our system
automatically rotates ads within
an ad group and shows the better-performing ad more often. Over time, you might
see that certain ads will perform better than others, showing you which ad text
is more effective.
7. Regularly review your campaign performance
Test and tweak your campaigns to get the results you want.
Review your ad performance to help figure out the best ways to achieve your
goals. As you watch your ads over time, you might notice changes to your clickthrough rate or conversion
rate. For example, if you find that customers aren't responding to a
particular call-to-action in your ad text, remove that ad and try something
else. It's all about experimenting!
4.5
Solutions for landing page experience:
Understanding
landing page experience
Landing page
experience is AdWords’
measure of how well your website gives people what they’re looking for when
they click your ad. Your landing page is the URL people arrive at after they
click your ad, and AdWords analyzes it through a combination of automated
systems and human evaluation. The experience you offer affects your Ad Rank and therefore your CPC and position in the ad auction.
Your ads may show less often (or not at all) if they point to websites that
offer a poor user experience.
This article explains how you can improve your landing page
experience. For specific instructions on how to optimize your website for
mobile, see Principles of mobile site design and Create an effective mobile site.
Before you begin
Landing page experience is different from policy violations. If
your site violates AdWords policy, you receive no landing page experience
rating at all, and your ads don’t run.
Instructions
You can improve your landing page experience by
taking any or all of the following steps:
1. Offer relevant, useful and original content
·
Make sure your landing
page is directly relevant to your ad text and keyword.
·
Be
specific when the user wants a particular thing: If someone clicks on an ad for a sports
car, they shouldn’t wind up on a general “all car models and makes” page
·
Be
general when the user wants options: If someone’s looking to compare digital cameras, they
probably don’t want to land on a specific model’s page
·
Provide useful
information on your landing page about whatever you're advertising.
·
Try to offer useful
features or content that are unique to your site.
2. Promote transparency and foster
trustworthiness on your site
·
Openly share
information about your business and clearly state what your business does
·
Explain your products
or services before asking visitors to fill out forms
·
Make it easy for
visitors to find your contact information
·
If you request
personal information from customers, make it clear why you're asking for it and
what you'll do with it
·
Distinguish sponsored
links, like ads, from the rest of your website’s content
3. Make mobile and computer navigation easy
·
Organize and design
your page well, so people don’t have to hunt around for information.
·
Make it quick and easy
for people to order the product mentioned in your ad.
·
Don’t annoy customers
with pop-ups or other features that interfere with their navigation of your
site.
·
Help customers quickly
find what they’re looking for by prioritizing the content that's visible
above-the-fold
4. Decrease your landing page loading time
·
Make sure your landing
page loads quickly once someone clicks on your ad, whether on a computer or
mobile device.
5. Make your site fast
4.6 HOW TO
IMPROVE YOUR CTR?
1. Make Full Use of All Types of Ad Extension
There
are many types of ad extensions that can make your advert stand out from the
crowd. Using the full range of extensions increases the size of your ads and
makes them appear more relevant, which you’ve guessed it, improves the click
through rate.
There
are many different types of Ad extensions and I’ve mentioned a few that I
recommend below:
Sitelink Ad Extensions
A
sitelink extension is an extra line of text that displays when your adverts
appear in the top three positions. They look similar to organic search
sitelinks that appear when you search for a company names.
Up
to 4 sitelinks will display under your adverts but you can create more
sitelinks than this and Google will decide which links to display.
Adding
sitelink descriptions to your campaign or ad groups allows you to add two extra
lines of text under each sitelink heading and is shown to improve click through
rates. By using this feature your adverts stand out and push down other adverts
in the paid search results.
Call Extensions
Similar
to sitelinks, adding call extensions to your adverts makes it easier for people
to get in touch. This is ideal for businesses where customer calls are common
in the sales process. The major advantage of call extensions is that people can
click to call using either their mobile device or by using software such as
Skype on a desktop.
If
you setup a Google Phone number when creating your call extension you can
record calls as a conversion in AdWords if they last longer than the call
duration that you specify. Call extensions also make you adverts stand out and
encourage those fingers to click.
Adwords call extensions increase response rates on mobile ads
Structured Snippet Extensions
Structured
snippet extensions can be created to show product data below your advert
description lines.
AdWords structured snippet extensions can improve ad
performance.
Snippets
can be created for Amenities, Brands, Courses, Degree Programs, Featured
Hotels, Insurance Coverage, Models, Neighbourhoods, Service Catalog, Shows and
Types. Up to 10 values can be add per snippet type.
Callout Extensions
Callout
extensions are text statements that you can add to your adverts. Four callout
extensions can show per advert but you can add more callout extensions and
Google will alternative the callouts depending on performance and the search
query made by the user. Each callout extension must be within the 25 character
limit.
Review Extensions
Review
extensions differ from star ratings which can be harder to achieve (150 reviews
required within a calendar year for ecommerce sites). Review extensions work by
allowing you to enter a snippet of a review on a verified review site.
Creating an AdWords review extension
Other Ad Extension types
There
are many other extensions types including price extensions, message extensions,
location extensions and app extensions. Depending on your advertising
objectives, these will all help to increase the number of people clicking on
your ads.
2. Write Compelling Advert Copy
It
sounds simple, but unless you take the time to write engaging adverts that
include strong calls to action your advert performance will be average at best.
Take
a look at your competitors’ ads and try to write advert copy that stands out
from the competition. Think about your businesses unique selling points and
experiment by split testing at least two adverts in every AdGroup
3. Include Your Target Keywords in Your
Adverts
It
sounds obvious, but if your adverts don’t include the keywords you are bidding
on within your advert copy then your CTRs will be poor and you will potentially
pay more than you need to.
Include
your target keyword in the headline and again within the ad copy and again in
the display URL.
4. Create Tightly themed Keyword groups
All
the options in the Google AdWords interface are designed to encourage you to
add multiple keywords into your account and into your Ad Groups. The problem
with this is that having 20+ keywords in an AdGroup impacts on the relationship
between advert text and keywords in each adgroup.
When
people search for a keyword in your Adgroup containing 20+ keyword, the
advert that appears will more likely than not, not contain the keyword they are
searching for. The end result is that the click through rates and quality
scores of your keywords and adverts are adversely affected.
The
solution is the tightly group themes or keywords into smaller groups and make
sure that the advert copy contains the keywords at least twice if possible.
5. Use Title Capitalization in Your Adverts!
Make
your adverts stand out by using title case. It is proven to increase AdWords
CTR. Which advert stands out most from the selection below?
6. Use the advert display URL effectively
The
display URL can be used to reinforce the keywords used in your Ad Groups.
Rather than simply display your actual website address, you can create an
address that might not actually exist on your website but it looks highly
relevant to the search query you want your advert to display for.
You
have 30 characters to use in the display URL in expanded text ads and this
breaks down into two parts of 15 characters. Use the display URL to your
advantage and include your ad group keyword phrases in parts 1 and 2 of the
display URL.
Customise your adwords display URL to boost CTR. You have 30
characters to include your keyword phrase on expanded text ads.
7. Regularly Adjust your bids
Bid
too low on your keywords and your CTR’s will suffer. Make sure that you regularly
review your bid prices to ensure that you are firstly bidding enough to appear
on page one and secondly that your bids place you high enough on the page to
get a decent click through rate and ultimately cost effective conversion rate.
Experiment
with you bid positions and increase your bid prices incrementally rather than
make bid increases. It isn’t just about bidding to appear at the top of
the page as this could just use your budget and lead to expensive cost for
sales or enquiries.
Use
Bid Adjustments during times when you know people are more likely to purchase.
8. Include Call to Actions and symbols in your
Advert copy
Think
about your unique selling points and include them in your advert copy. This
will make your adverts stand out and get more clicks. If you have something to
shout about such as an award or an accreditation then include it in your advert
copy or add sitelink extensions.
Using
exclamation marks, @ symbols and other characters can draw attention to your
adverts and encourage clicks. Do be careful to stay within Google’s advertising
guideline. You will generally only be able to use one symbol and exclamation
mark per advert. Don’t worry if you do over do it as Google will indicate what
you have done wrong.
9. Check out the competition
If
you are looking for ideas when writing new adverts, then why not start by
looking at what your competitors are doing? How are they advertising? Do they
focus on price or mention compelling unique selling points? Are they using
strong calls to action or sitelinks and call extensions or review extensions?
Take inspiration from the best bits to create new adverts that stand out in the
search results.
4.7 Making your ads seen: The
influential factors:
Now that
you’re familiar with how the auction works, let’s take a closer look at how all
those factors can work together to influence your ad winning a prominent
placement.
(1) this is the maximum amount you are willing to pay for a user to
click on your ad and visit your site.
Bid amount
First there’s your bid amount.Not to be confused with the amount a click on your ad actually costs,
First there’s your bid amount.Not to be confused with the amount a click on your ad actually costs,
To ensure
good value for all, top bids don’t necessarily lead to top rank on the search
results page. As it is becoming pretty clear by now, there are a number of
other factors that the auction considers to make that determination!
(2) Expected clickthrough rate (CTR) is
the prediction of how often your ad will get clicked when shown for a keyword.
To determine this rate, AdWords takes into account how well your keyword has
performed, that is, how users responded to your ad by clicking on it or not in
the past.
(3) Landing
page:
An ad is
only useful if its landing page helps
a user find what they’re looking for! A positive landing page experience:
·
Includes relevant and original content that helps the user
complete their task
·
Is easily navigable
·
Articulates your business clearly
(4) Ad relevancy is calculated by
analyzing the language in your ad to determine how well it relates to the
search query. Ad relevancy is a key factor in the auction process, enabling
users to see only useful ads that are relevant to the search performed.
(5)Ad format:
Ad formats, like those that include
various ad extensions, may influence rank as well. For example, using various
ad extensions, like a sitelink to a page on your website, your address, or
phone number, may serve to bolster your rank.
4.8 About Quality Score
Quality Score is
intended to give you a general sense of the quality of your ads. The 1-10
Quality Score reported for each keyword in your account is an estimate of the
quality of your ads and the landing pages triggered by them. Three factors
determine your Quality Score:
So, having a high Quality Score
means that our systems think your ad and landing page are relevant and useful
to someone looking at your ad.
This article explains how Quality
Score works.
Quality
Score is based on past performance data
Quality Score is an aggregated
estimate of how well a keyword has performed overall in past ad auctions. Based
on this data, each of your keywords gets a Quality Score on a scale from 1 to
10, where 1 is the lowest score and 10 is the highest.
Null Quality Scores, designated by
"—" in the table, appear when there aren’t enough impressions or
clicks to accurately determine a keyword’s Quality Score.
Quality Score status columns
These status columns show you the 4
Quality Score values: Quality Score, Landing page experience, Ad relevance, and
Expected clickthrough rate (CTR).
These optional columns can be added
in your keyword reports. You’re also able to see these scores in the text that
appears when you hover over the keyword status icon speech bubble “(
)”.
)”.
Historical
Quality Score columns
These historical columns let you
see past data for all 4 Quality Score columns: Qual. Score (hist.), Landing
page exper. (hist.), Ad relevance (hist.), and Exp. CTR (hist.).
Historical columns will reflect the
last known score for the reporting period. If you apply the "Day"
segment to your keyword reports, AdWords will report daily values that reflect
what your score was at the end of each day. Note that historical data won’t be
available in these columns for dates earlier than January 22, 2016.
However, if you previously used a third party or scripts to download historical
Quality Score data, these should remain unaffected and this data will
still be available.
Null Quality Scores
New keywords initially get a null
Quality Score, designated by “—" in the table. As your ads run, your
keywords accumulate performance data and your Quality Score may change. You may
see changes in your Quality Score once you’ve had enough impressions.
Occasionally, you may see keywords
getting a lot of impressions, but still see a null Quality Score. This could
happen when your keywords don’t have enough exact match impressions. Exact
match impressions refers to ads showing on searches for terms that are an exact match of your keyword. So if there
haven’t been enough times your ad showed for searches that were an exact match
of your keywords, you could see a null Quality Score.
Also keep in mind that keywords
need recent exact match impressions to maintain a Quality Score. If a keyword
doesn’t have enough recent traffic, its Quality Score may also turn back to
null.
Different
Quality Scores for the same keyword
Sometimes, you may see different
Quality Scores for the same keyword across campaigns or ad groups. This is
because the three components that make up Quality Score--expected clickthrough
rate, ad relevance, and landing page experience--depend on the creatives,
targeting, landing page, and other factors which can vary between ad groups. So
if the ad groups are not exactly the same, the same keyword could have
different Quality Scores across ad groups or campaigns.
How
it differs from auction-time ad quality
Important: Your
Quality Score is not used at auction time to determine Ad Rank.
Ad Rank is calculated in the
instant someone does a search that triggers your ad to compete in an auction.
For Ad Rank, we take into account real-time signals such as the query and user
context (Ex: type of device, language preference, location, time of day,
the nature of the search terms, the other ads and search results that show on
the page, and other user signals and attributes) to calculate more precise
measurements of expected CTR, ad relevance, and landing page experience.
Quality Score, on the other hand, is a more general estimate based on your
average past performance. It also differs from Ad Rank in that it’s
keyword-based.
A
high-quality ad in action
Here’s an example of a good user
experience based on an ad that is high quality and relevant. Let's say that you
own a website that specializes in socks, and Sam, a customer, is looking for
striped socks. Here’s how your ad (and high Quality Score keywords) connects
Sam with what he wants.
·
When Sam searches Google for “men’s striped socks,” he sees your
ad. (Your ad has “[striped socks]” as a keyword.)
·
Sam clicks the ad and lands right on your website’s “striped
men’s socks” page. The page loads quickly and is easy for Sam to use.
·
Sam buys several pairs of striped socks.
That's what we consider a great
user experience. Beyond a potentially higher Quality Score in most cases,
relevant ads tend to earn more clicks, appear in a higher position, and bring
you the most success.
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