AW - How AW Works, Keywords Flashcards
You can use keyword match types with campaigns that show ads on the
Search Network or both the Search and Display Networks combined. On the Display Network, keywords are treated as broad match.
Google will automatically show your ads for close variations of your keywords to maximize your potential to show your ads on relevant searches. Close variations include
misspellings, singular and plural forms, acronyms, stemmings (such as floor and flooring), abbreviations, and accents.
If you don’t want your ads to show on close variations you can
narrow your exact match and phrase match targeting.
To narrow your exact match and phrase match targeting, you’ll need to choose one of the following campaign types when you create your campaign or already be using one of these campaign types:
“Search Network only - All features”
“Search & Display Networks - All features”
“Search Network with Display Select - All features”
Where in settings can you set to narrow exact match and phrase match plurals, misspellings etc
In the “Keywords Marching Options” in the settings
The main components of ad rank are ?
bids, the quality of your ads, keywords, and website, as well as the expected impact of extensions and other ad formats
Keywords can trigger your ads to appear next to search results on Google and other search sites. But keywords can also trigger your ads to show on other sites across the Internet – Google-owned properties like
YouTube as well as Google’s partner sites like NYTimes.com or Families.com, for example. We call these placements, which are part of what we call the Display Network.
Placements are part of the
Display Network
Ad Rank is how google determines what
which ads appear in which positions
Your Ad Rank is based on a combination of:
Your bid, which is how much you’re willing to spend
Your Quality Score, a measurement of the quality of your ads, keywords, and website
Expected impact from your ad extensions and other ad formats
A bit about bidding and Quality Score
With a keyword-targeted ad on Google and its search partners, your bid is based on your
- maximum cost-per-click (max. CPC) bid, the maximum amount you’re willing to pay for each click on your ad
- clickthrough rate (CTR), adjusted for its position on the page, and a few other factors.
A bit about bidding and Quality Score
With a placement-targeted ad on the Google Display Network using Cost-per-thousand impressions (CPM) bidding, your Quality Score is simply based on the quality of your
Landing page
Google Display Network
If you’ve chosen to show ads on Display Network sites, AdWords uses your
keywords to place your ads next to content that matches your ads
Tips for Keyword Quality
- Choose your keywords carefully - Include terms or phrases that your customers would use to describe your products or services
- Group similar keywords - Try grouping your keywords into themes
- Pick the right number of keywords. Most advertisers find it useful to have somewhere between five and 20 keywords per ad group.
What can you do to improve CTR
add negative keywords
What are the Basic tips for Choosing and organizing your keywords
- Think like a customer when you create your list - Write down the main categories of your business and the terms or phrases that might fall under each of those categories. Include terms or phrases your customers would use to describe your products or services.
- Select more general or specific keywords depending on your goal - select specific keywords that directly relate to your ad’s theme
- Group similar keywords into themes
- Pick the right number of keywords - Most advertisers find it useful to have somewhere between five and 20 keywords per ad group, although you can have more than 20 keywords in an ad group.
You can have up to how many individual targeting items (including keywords) per adgroup
20,000
How many individual targeting items can you have
5 million
What are the Advanced tips: When Using keyword match types and choosing keywords for the Display Network
- Use keyword match types to better control who sees your ads - give you greater control over who sees your ads.
- Choose keywords that relate to the websites your customers see - On the Display Network, your keyword list helps us show your ads on relevant websites that your customers visit. Try choosing keywords that are related to each other and are related to the websites your customers see.
Will a keywords Max CPC override an ad group Max CPC
Yes, a keyword Max CPC will override
Can you set specific bids on website example.com
Yes, You need to set your custom bids on placements
What are benefits of flexible bid strategies
Flexible bid strategies give you automated bidding exactly when, where, and how you want it – across multiple campaigns, or within a single part of a campaign.
What are the Types of flexible bid strategies
- Maximize clicks
- Target search page location
- Target cost-per-acquisition (CPA)
- Enhanced cost-per-click (ECPC)
- Target return on ad spend (ROAS)
Using flexible bid strategies
Enhanced cost-per-click (ECPC) will ?
automatically adjusts your manual bid up or down based on each click’s likelihood to result in a conversion.
Using flexible bid strategies
Target return on ad spend (ROAS) will ?
automatically sets your bids to maximize your conversion value, while trying to reach an average return on ad spend.
Using flexible bid strategies
Target cost-per-acquisition (CPA) will ?
automatically sets bids to help you get as many conversions as possible while reaching your average cost-per-acquisition goal.
Using flexible bid strategies
Target search page location will ?
automatically adjusts bids to help you get your ads to the top of the page or the first page of search results.
Once you create a strategy, it will be stored in your
Shared library for centralized management and performance tracking. You can apply your strategy from the Campaigns, Ad groups, or Keywords tabs.
