GOOGLE ADWORDS

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GOOGLE ADWORDS by Mind Map: GOOGLE ADWORDS

1. GOOGLE ADWORDS

1.1. targeting

1.1.1. keywords

1.1.1.1. ads appear to someone searching something similar to your key words

1.1.1.2. determines how much you pay by max. cost per click bid amt

1.1.1.3. can trigger your ad to be shown on placements be it auto or specifically chosen placements

1.1.1.4. ** can win you a higher ad position at a lower price by using highly relevant keywords and ads

1.1.2. ad location

1.1.2.1. GOOGLE SEARCH NETWORKS

1.1.2.1.1. maps

1.1.2.1.2. shopping

1.1.2.1.3. search partners

1.1.2.1.4. shows text ads next to google search results

1.1.2.1.5. reach customers that are actively searching for product or service

1.1.2.1.6. ADS THAT APPEAR ON SEARCH NETWORK SITES

1.1.2.2. GOOGLE DISPLAY NETWORKS

1.1.2.2.1. use appealing ad formats to reach wide range of customers w broad interests

1.1.2.2.2. build brand awareness and loyalty

1.1.2.2.3. increased angagement

1.1.2.2.4. ability to choose more specifically where their ads can appear and to what type of audience

1.1.2.2.5. FORMATS

1.1.3. age, location, language

1.1.4. days, times, frequency

1.1.5. devices

1.2. controling cost

1.2.1. by choosing spending per day/month/ad

1.2.2. (you only pay when someone clicks)

1.3. measures success

1.3.1. by valued actions eg.

1.3.1.1. clicks

1.3.1.2. downloads

1.3.1.3. purchases

1.3.1.3.1. these can tell you how much is costs for ads that leads you customers to valued actions

1.3.1.3.2. it can also tell you about customers' shopping habits eg. how long they reasearch your product before buying

1.4. manage campaigns

1.4.1. My Client Center (MCC) manager acc

1.4.2. Adwords editor

1.4.2.1. downloads acc info

1.4.2.2. edit campaigns offline

1.4.2.3. upload changes to adwords

1.4.2.4. manage, edit and view multiple accs at the came time

1.4.2.5. copy/move items between ad grps and campaigns

1.4.2.6. undo/redo multiple changes while editing campaigns

2. BENEFITS OF ONLINE ADVERTISING

2.1. Allows you to show ads to people who are interested

2.2. Filters out people who are not interested in your ads

2.3. reaches potential customers on desktops, laptops, tablets and smartphones

3. QUALITY SCORE

3.1. affected through click through rate (CTR)

3.2. affected through landing page ecperience

3.3. each keyword gets a quality score on scale of 1-10

3.4. affects higher quality components of ad rank like higher ad position or lower CPC

4. AD RANK

4.1. takes into acc auction time factors

4.2. determines where/if your ad appears

4.3. if ad completes auction, adwords calculates ad rank using bid amt, quality score, expected impact of extensions and other ad formats

5. BIDDING STRATEGY

5.1. CPC

5.2. Cost per 1000 impressions (CPM)

5.2.1. focuses on number of times you ad shows

5.2.2. increases awareness of brand

5.2.3. avail on display network campaigns only

5.3. Cost per acquisition (CPA)

5.3.1. conversion based

5.4. daily budget

5.4.1. amt willing to spend each day for each ad campaign in acc

5.4.2. only CPA might exceed as it is out of google's control

5.4.3. longer you use CPA bidding, the less likely your actual CPA will exceed specific bid