Remarketing helps you reach people who have visited your website or used your app. Previous visitors or users can see your ads as they browse websites that are part of the Display Network, or as they search for terms related to your products or services on Google.
If you want to reach certain categories of apps, or if you know the apps you want to target, you should create a Display Network campaign devoted to mobile apps. Learn more about these campaigns below under reaching specific apps or app categories in the Display Network.
Any advertiser with any size account can use AdWords Editor, but it’s especially useful for accounts with multiple campaigns and long lists of keywords or ads. For example, you can: Use bulk editing tools to make multiple changes quickly. Export and import files to share proposals or make changes to an account. View statistics for all campaigns or a subset of campaigns. Manage, edit, and view multiple accounts at the same time. Search and replace text across ad groups or campaigns. Copy or move items between ad groups and campaigns. Undo and redo multiple changes while editing your campaigns. Make changes in draft before uploading them to your account. Keep working even when you’re offline.
Accelerated delivery is likely to use up your campaign’s daily budget early in the day. This is because accelerated delivery shows your ads until your budget is reached. “Standard delivery” is more optimized, which means that the delivery of your ads is spread more evenly throughout the day.
Use time segments (such as hour of the day or specific months) to isolate changes in your performance. For example, if you segment your data according to the day of the week and find that your ad performance is dramatically different on Saturdays, you can modify your bids to account for the change in user behavior.
Use ad groups to organize your ads by a common theme, such as the types of products or services you want to advertise. Many advertisers find it helpful to base their ad groups on the sections or categories that appear on their website.
A Search Network campaign may be a good option for you if you meet one or more of the following criteria: You want your ads to appear near Google search results You only want to reach customers searching for your specific product or service
Most people starting out in AdWords use cost-per-click (CPC) bidding to pay for each click on their ads. With this option, you set a maximum cost-per-click bid (max. CPC bid) that’s the highest amount that you’re willing to pay for a click on your ad. Set your bid by thinking about how much an ad click is worth to you.
Negative keywords are an important part of every campaign because they help make sure that your ads appear only to people looking for what you offer. This added level of control can help you increase your clickthrough rate (CTR), reduce your average cost-per-click (CPC), and increase your ROI.
Ads in a Search Network campaign appear near Google search results and other Google sites when people search for terms that are relevant to your ad’s keywords.Ads are matched to search results pages based on the terms or phrases someone searches. Search Network campaigns are usually focused on getting people to take action such as clicking your ad or calling your business.
For ads on the Search Network, the minimum Ad Rank required for ads above search results is generally greater than the minimum Ad Rank required for ads beside search results. As a result, the actual CPC when you appear above search results could be higher than the actual CPC if you appear beside search results, even if no other advertisers are immediately below you. Although you may pay more per click, top ads usually have higher clickthrough rates and may allow you to show certain ad extensions and other features available only in top ad positions. As always, you’re never charged more than your max. CPC. bid. Examples: If the advertiser immediately below you bids US$2.00, and if that advertiser’s ad is the same quality as yours (and has equal-performing extensions and ad formats), you’d typically need to bid a penny more than US$2.00 to rank higher than that advertiser and still maintain your position and ad formats. With AdWords, that’s the most you’ll pay (about US$2.01), whether your bid is US$3.00, US$5.00, or more.
Google Analytics has a powerful segmentation engine. Instead of looking at your audience in large bunches, you can break it down into its component parts and understand how each part interacts with your site—then bid, message and direct traffic accordingly.
If you have a limited budget, you want to make the most of every cent you spend on your advertising campaign. When your budget is limited, your ad might not show as frequently as you’d like — or might not show at all.
Target CPA is an automated bid strategy that sets bids to help get as many conversions as possible at the target cost-per-acquisition (CPA) you set.
Use the description to highlight details about your product or service. It’s a good idea to include a “call to action”—the action you want your customer to take. If you’re an online shoe store, your description might include “Shop now” or “Buy shoes now.” If you offer a service, you might want to add something like “Get an instant quote online” or “See pricing.”
You can search for keyword and ad group ideas, see how a list of keywords might perform, and even create a new keyword list by multiplying several lists of keywords together. Keyword Planner can also help you choose competitive bids and budgets to use with your campaigns.
If you want to run ads on the Display Network but only on placements you’ve hand-picked, you can do so with managed placements. For example, if you sell travel packages and want your ads to appear on a particular website or a specific page about travel, add it as a managed placement.
Make sure your landing page is directly relevant to your ad text and keyword. Provide useful information on your landing page about whatever you’re advertising. Try to offer useful features or content that are unique to your site. Transparency and trustworthiness
Google’s system analyzes the content of each webpage to determine its central theme, which is then matched to your ad using your keywords and topic selections, your language and location targeting, a visitor’s recent browsing history, and other factors.
Actual CPC is often less than max. CPC because with the AdWords auction, the most you’ll pay is what’s minimally required to hold your ad position and any ad formats shown with your ad, such as sitelinks.
Ad position is also influenced by the expected impact from ad extensions and other ad formats, such as sitelinks. This means that if two competing ads have the same bid and quality, the ad with the better expected impact from extensions will generally appear in a higher position than the other.
AdWords Campaign Experiments allow you to test changes to your account on a portion of the auctions that your ads participate in.
You decide how much you want to spend, and pay only when someone interacts with your ad, like clicking your text ad or watching your video ad. You base your bids on whatever is best for your business.
Negative keywords are an important part of every campaign because they help make sure that your ads appear only to people looking for what you offer. This added level of control can help you increase your clickthrough rate (CTR), reduce your average cost-per-click (CPC), and increase your ROI.
AdWords shows recommended budgets for campaigns that repeatedly meet their daily budget but have the potential to earn more clicks and impressions
When you advertise online with AdWords, you can use different targeting methods to reach potential customers right when they’re searching for your products or services. This can help make sure you’re putting your advertising dollars towards reaching only the people most likely to become your customers.
There are four steps to profit driven bidding in AdWords: Define a formula that calculates total profits from AdWords. Why: You need a formula to measure and optimize for profit in AdWords. Run a broad-scale manual bid test. Why: Get an edge in the auction by finding profitable bid opportunities faster than others can. Evaluate results and measure your profit. Why: Identify areas for improvement as you analyze results. Use automation to adjust your bids. Why: Free up your time so that you can focus on other strategic priorities.
