GOOGLE ADWORDS

GOOGLE ADWORDS
BIDDING STRATEGY
CPC
Cost per 1000 impressions (CPM)
focuses on number of times you ad
shows
increases awareness of brand
avail on display network campaigns only
Cost per acquisition (CPA)
conversion based
daily budget
amt willing to spend each day for each
ad campaign in acc
only CPA might exceed as it is out of
google's control
longer you use CPA bidding, the less
likely your actual CPA will exceed
specific bid
AD RANK
takes into acc auction time factors
determines where/if your ad appears
if ad completes auction, adwords
calculates ad rank using bid amt,
quality score, expected impact of
extensions and other ad formats
QUALITY SCORE
affected through click through rate (CTR)
affected through landing page
ecperience
each keyword gets a quality score on
scale of 1-10
affects higher quality components of
ad rank like higher ad position or lower
CPC
BENEFITS OF ONLINE
ADVERTISING
Allows you to show ads to people who
are interested
Filters out people who are not
interested in your ads
reaches potential customers on
desktops, laptops, tablets and
smartphones
GOOGLE ADWORDS
targeting
keywords
ads appear to someone searching
something similar to your key words
determines how much you pay by max.
cost per click bid amt
can trigger your ad to be shown on
placements be it auto or specifically
chosen placements
** can win you a higher ad position at
a lower price by using highly relevant
keywords and ads
ad location
GOOGLE SEARCH NETWORKS
maps
shopping
search partners
shows text ads next to google search
results
reach customers that are actively
searching for product or service
ADS THAT APPEAR ON SEARCH
NETWORK SITES
text ads
GOOGLE DISPLAY NETWORKS
use appealing ad formats to reach
wide range of customers w broad
interests
build brand awareness and loyalty
increased angagement
ability to choose more specifically
where their ads can appear and to
what type of audience
FORMATS
text ads
image ads
rich media ads
vid ads
age, location, language
days, times, frequency
devices
controling cost
by choosing spending per day/month/ad
(you only pay when someone clicks)
measures success
by valued actions eg.
clicks
downloads
purchases
these can tell you how much is costs
for ads that leads you customers to
valued actions
it can also tell you about customers'
shopping habits eg. how long they
reasearch your product before buying
manage campaigns
My Client Center (MCC) manager acc
Adwords editor
downloads acc info
edit campaigns offline
upload changes to adwords
manage, edit and view multiple accs at
the came time
copy/move items between ad grps and
campaigns
undo/redo multiple changes while editing
campaigns
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