Learn New Things in Digital Marketing Techniques

Google Adwords Complete notes 2018


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.
·        Consider turning your landing page into an Accelerated Mobile Page (AMP).
5.      Make your site fast
·        See how your site scores on mobile speed, and get quick fixes to improve it. Test your site.
·        See our guide to Create an effective mobile site.



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,
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:
·        Expected clickthrough rate
·        Ad relevance
·        Landing page experience
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 “(Description: Ad disapproval 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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