MindMap Gallery GOOGLE ADWORDS
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GOOGLE ADWORDS
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Edited at 2020-10-09 06:11:45
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GOOGLE ADWORDS
BIDDING STRATEGY
CPC
Cost per 1000 impressions (CPM)
focuses on number of times you adshows
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 eachad campaign in acc
only CPA might exceed as it is out of
google's control
longer you use CPA bidding, the lesslikely your actual CPA will exceedspecific 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 ofextensions and other ad formats
QUALITY SCORE
affected through click through rate (CTR)
affected through landing page
ecperience
each keyword gets a quality score onscale of 1-10
affects higher quality components ofad rank like higher ad position or lowerCPC
BENEFITS OF ONLINE
ADVERTISING
Allows you to show ads to people whoare interested
Filters out people who are notinterested in your ads
reaches potential customers ondesktops, laptops, tablets andsmartphones
GOOGLE ADWORDS
targeting
keywords
ads appear to someone searchingsomething 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 specificallychosen 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 searchresults
reach customers that are activelysearching for product or service
ADS THAT APPEAR ON SEARCH
NETWORK SITES
text ads
GOOGLE DISPLAY NETWORKS
use appealing ad formats to reachwide range of customers w broadinterests
build brand awareness and loyalty
increased angagement
ability to choose more specificallywhere their ads can appear and towhat 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 costsfor ads that leads you customers tovalued actions
it can also tell you about customers'shopping habits eg. how long theyreasearch 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 atthe came time
copy/move items between ad grps andcampaigns
undo/redo multiple changes while editingcampaigns