Google Search Ads - Search Advertising Chapter 5

Report you can Analyze with - 

Keywords and Placement - Identify the keywords performance that generate most traffic and conversions

Ad performance Report - View the performance of your Ad, can compare different ad formats, and optimize ads based on high performance ads

URL Performance - Find which landing page URL is performing well

Ad Group - Find the ad group that delivers the greatest value

Campaigns Report - Compare campaigns,  budget allocation for campaigns

Campaigns tab give three valuable data
1] Keywords Analysis

• What search terms will shows your ad
• Which keywords give you leads
• Analyze the search terms and match type
• Get the quality score information of your ads

2] Ads Analysis

• How's your ad performing
• What else we can improve with the performing ad data

3] Network Analysis

• Your ad is performing in search or display network
• Where are in your display network your ads are running
• In the options automatic and manual placements which sites you will choose to show your ad

Types of Search OptimizationOptimization for traffic

How to plan for Keywords

Industry terms and Synonyms for Keyword including Regional Terms and Nick names

Google Search Ads - Search Advertising Chapter 4

1] Adwords Ad Preview Tool - There will be a conflict from client and your system when viewing the ad in search engine, may be due to cookies or ad may not displayed while you are searching.

Just searching  every time in Google may have negative impact on ad impressions

2] Can't see my ad - This may be due to 

• Low quality score
• If broad match keyword in two places in account, ads will show for only one keyword which got Highest Cost per Click and Good Quality Score

3] Ad Extension - Ad extensions are added for free and charged in the same way as standard ad

4] Your Site Link Ad Extension might not show because

4.1] Creating Site-Links
* 10 Site Links can be added
* Up-to 6 links will be shown in search result
* Links are picked based on the relevant search query

5] Product extension for relevant and eye catching user experience

6] Google merchant account for Creating Product Extension

7] Location Extensions makes ad locally relevant
7.1] Multiple Map Location - 
* Can add multiple location of your business in Campaign
* "Show more button" in Ad will show more business location in your Ad

7.2] How to create location extension

• You should create a Google place location with Google local business
• Sync Google places account with ad-words campaign
• If Google place account with different mail account you can Link the account by clicking "Use a different account" button

• If the Google place account got multiple client address, all the client business will be displayed in your adwords account, you can filter your campaign targeted client using filter option

7.3] Manually Entering your address, can add upto 100,000 unique address for a campaign

Google Search Ads - Search Advertising Chapter 3

1] Keywords vs Search Query

2] Monthly Searches in Adwords tool is based on broad match keywords

3] Best practices using keyword tool

4] Estimate Search volume, Avg Bid, & Ad Position using Keywords tool.

5] Give the correct budget information else Google will assumes it as unlimited daily budget for calculation

Check the ad position for 5, 10 Rupees bid

6] For international target, find trend report of the keyword and find the keyword  got more interest in the country/region to target in adwords

7] Keyword Matching
Broad Match - Ad get maximum exposure and it shown for variations, synonyms, plurals form of keywords
E.g If your using the keyword "Used Book" your ad will be triggered for "New Book", "Used Magazines", "Used Book London"
Danger - Your ad shown for irrelevant searches this damage your CTR, and ROI
Modified Broad Match -  Just put a plus symbol (+) directly in front of one or more words in a broad match keyword. 

• Ad Appear for exact word or close variant words
• Close variants include misspellings, singular/plural forms, abbreviations and acronyms, and stemmings (like “floor” and “flooring”). However, synonyms (like “quick” and “fast”) and related searches (like “flowers” and “tulips”)
• The right way to do it: +formal +shoes.

Phrase Match -

• Close variations of the exact phrase of your keyword, with additional words before or after
• The phrase match keyword "bicycle bell" can cause your ad to show if someone searches for "bicycle bell," "buy bicycle bell," and "bicycle bell reviews."
• Words within double quotes are called phrase match
• You may get fewer impressions

Exact Match

•  when someone searches for the exact phrase of your keyword or close variations of the exact phrase of your keyword
• Close variations include misspellings, singular and plural forms, acronyms, stemmings (such as floor and flooring), abbreviations, and accents. If a search uses the right words in the wrong order or includes extra words, your ad won't show for that search.

Risk - your ad will not visible for relevant search audience 

8] Negative Keywords - 

• Use negative keywords in the initial stage of Campaign
•  This will stop you from wasting money for UN-necessary keywords and maintain your quality score and ROI
•  This help you to reach your ad for most interested customers

Often refine your negative by finding the people search term from Keyword tab, as given below  

9] Editing keywords or Changing match type is equal to deleting keywords and creating new one - You will lose all the metrics and the keyword will be reset to zero, the same thing happen when you move the keyword to other ad group

1]  You can edit using Edit option by selecting the keyword, but keep in mind you always check the 

"Duplicate keywords and change match type in duplicates"

10] Creating Ad Group
1] Ads should represent your website that will improve relevancy and improve your conversation rate
2] Frame your ads relevant to keywords I.e your ad text should have the keywords in it, if you are using multiple keywords in a ad group, you should match the keyword using various ads, each ad

11] Little information about Ad Grou

 12] Headline, Body copy, and Destination URL that all related to keywords and Ad-group

13] Overview Tips

Google Adwords Basics:Display Advertising Lesson 1

Quick graphical notes on Display Advertising only the reference NO detailed study

1] Google Ad Banner Sizes 

2] 20% of the sites in Google Display Network accept text ads

3] Three Standard Pricing for Display Ads

 

  
4] Measuring CPM - Charged for 1000 unique Impression

 

5] Measuring CPC - Impressions are free, only pay when user clicks, will drive traffic to your website

6] CPA Enabled only when the website get minimum conversion