1. What is Google AdWords?
AdWords is a Google advertising service that allows businesses to display their ads on Google’s search engine and advertising network. The company’s ad will appear when the user searches for particular keywords that are linked to the product or service that the company is offering.
AdWords works under a bidding system: the higher the price of the ad, the higher it’s ranking. Companies advertising on AdWords pay the quoted amount only when people click on their ad.
PPC is important because it shows results much faster than organic campaigns that integrate search engine optimization techniques (also referred to as “natural search”). PPC helps companies reach the right customers and is also useful in marketing products that otherwise may be difficult to find.
The traffic generated via Google AdWords is worth much more than the millions of other surfers who visit a site. Traffic generated via pay per click links is more focused on the people who know what they are searching for, making such traffic more valuable.
The actual cost per click (CPC) for advertisers is determined at auction and is not visible, but maybe less than your maximum CPC bid. This is because you only pay what’s required to beat the ad rank of the nearest competitor below you. The equation for determining CPC looks something like this: CPC = (Ad rank to beat / Quality score) + $0.01. However, the average CPC can be seen.
Ad Rank is the position of a particular ad on the Google page, determined by the bid placed on the keyword for that ad. The quality score will determine the ad rank.
Google will rate the ad based on the keywords used and the design of the PPC ad. This rating is called the quality score. It depends on various factors such as keyword relevance, ad text relevance, and the landing page quality. The higher the quality score, the better the chances of the ad being at the top of the list.
The quality score is directly proportional to the ad position and indirectly proportional to the CPC. If the quality score is higher, the position will be higher and costs lower.
The quality score is not related to the Google page rank of a landing page.
No, businesses of any size can utilize the benefits of PPC. The most important aspect of a PPC campaign is to find the right keywords that are relevant and targeted.
After account creation, the currency and time zone may not be altered. This is why the details have to be filled in very carefully.
The Google Ads double serving policy states that an advertiser can’t use different accounts to advertise the same keywords or websites. Google enforces this policy to avoid showing ads of the same company to the users. Instead, they can view ads by different service providers and then choose.
Conversion rates can be improved by creating ads that perfectly match with the keywords. Tightly themed ad groups should be designed so that the target audience is directly sent to the best landing page. Conversion rates will also improve if the landing page quality is improved.
A standard ad can have a maximum of 25 characters in the headline and 70 characters total in the descriptions. An expanded text ad can have 30 characters, each in the first and second headlines. The description of an expanded text ad can have 80 characters.
An invalid click is one determined to be fake, unintentional or caused by some malware. Google uses some sophisticated mechanisms and algorithms to determine such invalid clicks from any user account.
Converted clicks are simply clicks that result in conversions. Google AdWords no longer track them.
The remarketing audience is comprised of users who have visited a website. If the remarketing tag is used on the website, these users can be added to the audience list.
The exact words that trigger your ads are called search terms.
Google auctions run a billion times a month. Advertisers choose which keywords they want to bid on and how much they’re willing to spend. Then they pair groupings of these keywords (ad groups) with their ads. Google aggregates these bids and determines the “winning” bid, which establishes its value.
An ad group contains all of your keywords, landing pages, and advertisements. If an AdWords campaign with a proper structure is created, the advertiser will be rewarded by Google. To have a better structure, the keywords should be organized into a theme.
A conversion optimizer is a tool that helps in bid manipulation. It will decide which clicks will add value and can result in better returns on your investment.
- Call extensions
- Review extensions
- Seller ratings
- Social annotations
- Offer ads
- Communication ads
- Image and drop-down navigation ad extensions
- Location extensions
The most crucial factor that determines ad position is the cost per click or CPC. The second factor is the click-through rate or CTR
How is the Return on Ad Spend (ROAS) calculated?
ROAS is calculated by sales/spend.
Impression share equals impressions divided by the total eligible impressions (an
impression is counted each time your ad is shown). Various factors are used to estimate impressions, including quality, approval, statuses, etc. The data is accessible to ad groups, campaigns, and product groups, for example, and can help you determine if it’s viable to increase your budget to reach more people.
A destination URL can have a maximum of 1024 characters.
You can decide the location of an ad for a managed placement. A managed ad can be placed on the location network. This option is not available for automatic placements.
When an ad gets disapproved, you will receive a notification. If this happens, you can work on the ad and fix any problems that might have caused the disapproval.
Phrase match allows your ad to be displayed to target customers when they search for the exact keywords.
A broad match, along with negative keywords, will be more beneficial than an exact match keyword by itself. It will attract more traffic to your website. You will also be able to create keyword lists quickly.