Documentos de Académico
Documentos de Profesional
Documentos de Cultura
Pricing models:
cost per impression CPM charged every time your ad is shown. Good for visibility or Brand
Awareness.
cost per click CPC. Good for direct response.
cost per acquisition CPA charged for every conversion tracked to your ad. Good for direct
response.
Campaigns: - network
- budgets
- languages
- locations
- schedules
Ad Group: - ads
- keywords
- display targets
Research keywords
-
Broad ex: Keyword: Athletic shoe; display when cx looking for athletic shoe store, athletic shoe
comparisons, athletic kids shoe, discount athletic shoe, sport tennis shoe. CONS: e mult prea
general, si se irosesc bani.
Broad match modifier. Keyword: +athletic Shoe< youre telling adwords that the keyword directly
following that plus sign has to appear in the users search query exactly as targeted or as a very close
variant in order for the system to display ur ad to that user.>
- Phase Keyword: athletic shoe. This tells adwords that the user query must contain your
targeted keyword in exactly the same order and the form that youre targeting. Will display discount
athletic shoe, athletic shoe store but will not show for athletic kids shoe,
- Exact Keyword: [athletic shoe] .
Negative keywords - help to filter out irrelevant traffic that u dont want your ad to show up for. Can be
placed either at campaign level or ad level.
- Keyword: / sau in fata cuvantului
Options to find these negative keywords:
a. Go on google and search for some of your keywords, we will then see ours used in different
context and co., so now we can exclude those related.
b. Use google keyword planner tool.
c. Search term report in the adword interface.
Evaluating keywords in terms of:
- Frequency we are actually talking about search volume: how often ppl are typing in a keyword
when searching. Must make sure that the keyword that were target have enough search volume that
your ad is being triggered and show up in front of searchers eyeballs
- Relevance the kw we are targeting must be relevant to our advertising goals, ads and landing
pages, products and services. Make sure that the kw have been searched for, using kw planner tool!
- Competition Longtail keywords: may not get lots of searches but they are extremely specific
and extremely likely to convert. Ex: <order a dozen roses> compared to <roses>. Its cheaper using
this.
Creating campaign
Its preferred to have different campaigns for different languages or locations, to make sure that the ads
shown are relevant for the cx.
Budget: CPC bid limit its good to be used by newbies in order to get data and study the market
Shared library???? Tab lateral stanga
Use as many extensions as possibly can!!
Creating ad group
Text ads:
- headline: 25 characters
- 2 description lines: 35 characters each
- Display url: 35 characters
- Destination url: 1O24 characters not shown in ad
Keythings to write great ads for your campaign:
1. Be clear and specific guarantees, promotions, unique features, competitive advantage
ex: Organic olive oil
Love our oil or your money back
Two Trees, Certified Organic
2. Include pricing and promotions - this way, if the cx agrees with price or finds it acceptable, will
click the ad; avoiding ppl clicking the ad and leaving after seeing its not what they wanted
ex: $5.99 Organic olive oil
Love our oil or your money back
Two Trees, Certified Organic
3. Include a strong call to action call today, etc.
ex: $5.99 Organic olive oil
Love our oil or your money back
Shop our organic olive oil today!
4. Include a keyword in ad text preferable in the headline
5. Draw attention with the display URL
6. Select the best destination URL if it doesnt exist, consider building a new landing page on
your site
7. Write more than one ad
Its recommended to test only 2-3 ads at a time, so that well learn about what resonates with our
perspective cx.
Cu cat mai specific mesajul, cu atat mai bine. De aia e recomandat sa facem mai multe ad groups
Campaign ad group in dreapta + ad group avem automate unde avem optiuni pt a selecta sa ne fie
trimis mail in cazul in care nu mai suntem pe pozitiile din top la afisari, sau de unde putem pauza
campania in cazul in care depaseste o suma specifica de bani, etc!!!!
Campaign level keywords filter create filter <if we wanna raise the bid for the kw that are the
bellow the no 3 position and that have a pretty low quality score>. Ex: average position worse than 4
+quality score <= 5. !!!!! can save time and a lot of potential frustration
Bids adjustments
1. Campaign setari Locations: if a locations index is bigger than the ones we have, we might want to
bid a little higher for clicks cause theres a better chance for them to purchase our products
- add location then we can click on bidding adjustments and set the
amount we are willing to pay extra than our default did for our ad to be run in that particular location
2. campaign setari ad schedule/programarea anuturilor putem pune bid-uri diferite pt zile/ore
diferite
3. campaign- setari- devices campaniile sunt afisate pe toate device-urile. Avand in vedere ca cei care
folosesc tel nu au timp sa faca cercetari amanuntite despre anumite lucruri, putem selecta ca acestea sa nu
fie afisate si pe mobile devices reducand bidul pana la 1oo%.
Daca vrem sa facem un ad cu precadere pt telefoane, trebuie sa selectam mobile dupa ce facem setarile pt
un nou ad. Este afisat fix sub destination url.
Understanding quality score
Ad rank = bid x click through rate
Ad rank = bid x quality score
Higher ad rank = higher ad position
Max bid
Advertiser 3
Advertiser 2
Advertiser 4
Advertiser 1
$4.oo
$6.oo
$2.oo
$8.oo
Quality score
still mostly CTR
6
3
8
1
AdRank
Position
Actual cost
24
18
16
8
1
2
3
Not ranked
$3.oo
$5.33
$1.oo
Video ads:
1. video is engaging
2. video is another way to reach your audience
3. you only pay for video that users actually view
4. videos can be used for more than just ads can continue to be used on youtube channel
5. video advertising has all the benefits of online advertising
TrueView ads on youtube:
- in stream only pay if at least 3o sec are watched. If less than 3o sec, only pay if video is
watched entirely
- in display dreapta sus
- in search
Creating video campaign similar to text camp, except that this time we select the last option -> online
video. De la advanced setting, inainte sa cream camp, putem selecta un anumit system de operare, un
anumit device model, wi-fi.
Video ads are linked to youtube channel. We must have the video uploaded to youtube first.
Dupa ce se uploadeaza video, alegem daca vrem sa fie instream,insearch.sau toate.
Check advanced ad attribution as well!!
We can target different ages, sex, when ppl look at certain categories.
La target ppl who are searching putem alege keywords mai generali like food festivals, coocking,etc
Video reports: