What Is Google Adwords And It's Layers?

About Google Adwords & It's Layers






Synopsis of Google Adwords:
  • What is Google Adwords?
  • Google Adwords Basic Terms
  • Google Adwords-Layers
  • Google AdWords-Account Structure
  • Types of Campaign
  • About Ad Group
  • Types of Ads
What is Google Adwords?

  • Google AdWords is an advertising service by Google for businesses wanting to display ads on Google and its advertising network. The AdWords program enables businesses to set a budget for advertising and only pay when people click the ads.
  • The ad service is largely focused on keywords.
Example of Google Adwords Result & Organic Search Result












Google Adwords Basic Terminology

Keywords: Words or phrases describing google adwords user's product or service that they choose to trigger their ads. When users keyword matches what people search on Google, their ad will appear. 

Keyword Insertion: A feature that updates users ad text to include one of their keywords that matches a customer’s search terms. This requires the use of simple code line in their ad text. If they are selling all types of Jackets and are bidding on “Leather Jackets” “tweed Jackets” and “women’s Jackets” they can enter {KeyWord: Jackets} into their ad text. The text will show hats unless the searcher used one of their keywords (Leather Jackets, tweed Jackets, or women’s Jackets). 
There are 3 major benefits of Keyword Insertion:
  • Match users ad to use the same language as the searcher
  • Customize users ad to the specific search term without having to create a new ad for each keyword
  • Improve Quality Score (not guaranteed)

Keyword Matching Options: Also known as Keyword match types are parameters that can be set on users keywords to control which searches trigger their ads to appear. 
There are 4 different keyword match types in AdWords:











Keyword status: A status for each keyword that describes whether it can trigger ads to run at the moment.
  • For each keyword, users'll see information about its current state listed in the "Status" column on the Keywords page.
  • If several statuses apply to a keyword, Google Adwords'll show users the most relevant status first.
Here are the keyword statuses that you might see:


















Keyword Mining: The gathering of keywords for users business and ads. They can mine keywords using the Keyword Planner or Search Terms Report

Keyword Planner: An essential tool that lets users test the search volume, bid estimate, and competition for certain keywords.

Location Targeting: A setting that helps users to show their ads to customers in a selected geographic location.
  • For each ad campaign, users can select locations where their ad can be shown. Then, location targeting allows users ads to appear for people in those locations.
  • Users can choose locations such as entire countries, areas within a country like cities or territories, or even a radius around a location. AdWords may also suggest related locations that they can choose to target.
  • Location targeting helps users to focus on their advertising on the areas where they'll find the right customers, and hopefully helps them increase their profits as a result. Google Adwords suggest that they should choose the region where their customers live and where users business can serve them.
Device Targeting: For Display campaigns, users can target specific device types, operating systems, models, and ad inventory, as well as carriers and wireless networks. Some of these advanced mobile and tablet options aren’t available for other campaign types.

Demographic Targeting: With demographic targeting in AdWords, users can reach a specific set of potential customers who are likely to be within a particular age range, gender, parental status, or household income.
For instance, if users run a fitness studio exclusively for women, demographic targeting could help them avoid showing their ads to men.

Quality Score: The 1-10 score Google gives each one of users keywords to represent how relevant the keyword, ad, and landing page are for those customers looking at users ad.
Three factors determine users Quality Score:
  • Expected clickthrough rate
  • Ad relevance
  • Landing page experience
Clickthrough Rate (CTR): For Display campaigns, users can target specific device types, operating systems, models, and ad inventory, as well as carriers and wireless networks. Some of these advanced mobile and tablet options aren’t available for other campaign types.

  • A ratio showing how often people who see their ad end up clicking it. CTR can be used to gauge how well their keywords and ads are performing.
  • CTR is the number of clicks that their ad receives divided by the number of times their ad is shown: clicks ÷ impressions = CTR. For example, if user had 5 clicks and 1000 impressions, then their CTR would be 0.5%.
  • Each of users ads and keywords have their own CTRs that user can see listed in their account.
  • A high CTR is a good indication that searcher find users ads helpful and relevant. CTR also contributes to users keyword's expected CTR (a component of Quality Score), which can affect their costs and ad position. Note that a good CTR is relative to what users're advertising and on which networks.
  • Users can use CTR to gauge which ads and keywords are successful for them and which need to be improved. The more their keywords and ads relate to each other and to their business, the more likely a searcher is to click on their ad after searching on users keyword phrase.

Impressions: How often users ad is shown. An impression is counted each time their ad is shown on a search result page or other site on the Google Network.

Conversion Tracking: Conversion tracking is a free tool that shows users what happens after a customer clicks on their ads -- whether they purchased a product, signed up for their newsletter, called their business, or downloaded their app. When a customer completes an action that users've defined as valuable, these customer actions are called conversions.

Google Adwords-Layers













Google AdWords Account: Users account is associated with a unique email address, password, and billing information.

Google Adwords Account Structure:













Types of Google Adwords Campaign












Search Network Only: Ads in a "Search Network only" campaign appear near Google search results and other Google sites when people search for terms that are relevant to users ad’s keywords. 
How it works?
Ads are matched to search results pages based on the terms or phrases that someone searches. For example, a search on Google for “Digital Marketing Course" might show an ad that uses that phrase as a keyword.
Search Network only campaigns are usually focused on getting people to take action such as clicking users ad or calling their business. 

Display Network Only: The Google Display Network allows to users to connect with customers with a variety of ad formats across the digital universe.  It can help them to reach people while they’re browsing their favourite websites, showing a friend a YouTube video, checking their Gmail account or using mobile sites and apps.
How it works?
Google Adwords users ads are matched to websites or mobile apps (called placements), that include content that's related to their business or to their customers' interests. Users can set up targeting to match their ads to the most relevant Display Network sites based on their topics, interested audiences, demographics, and more.

Search Network With Display Select: The "Search Network with Display Select" campaign type helps users reach people as they use Google search or visit sites across the web.
How it works?
Users ads can appear when people search for terms on Google search and search partner sites that match their keywords.
They can also appear on relevant pages across the web on the Google Display Network.
However, their ads are shown selectively on the Display Network and bidding is automated, helping users to reach people who are most likely to be interested in the products and services that they’re advertising. 

Shopping campaigns and Shopping ads: If users're a retailer, they can use Shopping campaigns to promote their online and local inventory, boost traffic to their website or local shop and find better qualified leads.
How it works?
To get started, users'll send their product data with Merchant Centre to google and create a campaign in AdWords. Then, google use their campaign to create ads on Google and around the web where potential customers can see what they're selling. 
Google call these placements Shopping ads, because they're more than a text ad – they show internet user a photo of google adwords campaign users product, plus a title, price, shop name and more.
These ads give internet users a strong sense of the product that Google Ad users're selling before they click the ad, which gives users more qualified leads.

Video Campaign: Video campaigns let users show video ads on their own or within other streaming video content on YouTube and across the Google Display Network.
How it works?
Available video ad formats include following:
  • TrueView in-stream ads run before, during, or after other videos on YouTube or across Display Network sites, games, or apps. These ads may also run on YouTube videos that are embedded on other sites. After 5 seconds, the viewer has an option to skip the ad.
  • TrueView video discovery ads reach people in places where they’re discovering content. The appearance will vary, depending on the ad sizes and ad formats that content publishers support. When a viewer clicks the thumbnail for your ad, the video will play on its YouTube watch or channel page. 
  • Bumper ads are a short video ad format, designed to allow users to reach customers broadly and increase awareness about their brand by using a short, memorable message. Bumper ads are just 6 seconds or less, and viewers can’t skip the ad.
Universal App Campaigns:  Universal app campaigns promote users Android or iOS apps across Google’s top properties including Search, Play, YouTube, and the Google Display Network. Just add a few lines of text, a bid, and optional creatives and the rest is optimized to help their users find their business.
How it works?
Universal App Campaigns optimize themselves based on user behaviour, conversion data and demographics to show app ads to users who are more likely to convert. The same applies for ad creative and placements: Google’s algorithms will learn and predict to show the right ad creative to the right audience at the right time.

Ad Group:
An ad group contains one or more ads which target a shared set of keywords.

It allow users to set a bid, or price, to be used when an ad group's keywords trigger an ad to appear. This is called a cost-per-click (CPC) bid. 

It also allow users to set prices for individual keywords within the ad group. Users can use ad groups to organize their ads by a common theme, such as the types of products or services they want to advertise.


Types of Ads in Google Adwords:










Example of Ads Types


Comments

  1. Hii Your Blog Post Are Very Informative about pay per click campaign .I found your blog post are very informative related to SEO and paid ads. Thanks for sharing

    ReplyDelete

Post a Comment

Popular posts from this blog

Google Adwords