Creating a new Campaign Flashcards
create CAMPAIGN without a goal’s guidance; why? (2)
- because Goals, optimizations, recommended and enhanced CPC are all ways that Google wants to increase your Cost Per Click higher than the Maximum CPC Cost Per Click bids that you set manually;
Only you know the value of each kw to your business.
Google makes assumptions and boosts your bid above your max CPC if they think a visitor will convert. However, we don’t want to boost certain KW above a set bid, despite conversions,
Also they may lower a bid due to lack of conversions, however the conversions when they do happen could be more profitable than other KWs.
- otherwise Google won’t show you the Settings that we need
Network>Google Search Network is the correct setting -
But don’t include ‘Google Search Partners’. So we literally want to appear on Google Search (which includes G’s other core search site).
AND:
Do NOT select Display Ads - why not? (3 points)
We only want to run ads when someone puts words into Google SEARCH on Google.co.uk; otherwise:
- Running Google ads on other websites gives no control over who sees our ads or which ad they see;
which means:
2. You pay for clicks from non-customers;
- Reports become grossly inaccurate, so our Tune Bids and Test Ads methods become less precise, which we need to scientifically improve profits.
When someone puts words into Google search, Google can determine where the searcher’s computer is located **% of the time from their **
90%
Internet IP address.
Location options>Target - be careful here, why?
The default People in, searching for, or who show interest in my target locations CAN BE a disaster for small business budgets. You’ll pay more for costly clicks from around the world, than for clicks in your target locations. This also distorts your reports, because you see people represented who are not in your target geography.
Three quick ways to change your budget and control your spend?
- You can Pause a Campaign or Ad Groups anytime with no penalty; (RE: so if you’re panicking, u can do this.)
- You can lower Ad Group bid
- You can reduce your daily budget
However, note that 2 only works completely with manual CPC bid strat, and to a degree ECPC. Other bid strategies that optimise bids for clicks, conversions etc, may inflate you bid considerably past your max CPC setting. RE: does this apply for (3) too?
What is the maximum number of people your budget setting can send to your Website?
Divide Daily Budget by your Average Bid to estimate.
How do you set your budget?
How many visitors do u want?
X Anticipated cpc rate
What can you realistically afford right now?
Enter the average you want to spend each day to work out max budget/mo - i.e. daily budget x30
warning on how Google manages your budget?
The daily budget set is not a Daily Limit, the daily budget setting contributes to a Monthly Max = Daily Budget x 30 - you can actually spend twice as much than your daily budget in any one day, providing that the average for the month doesn’t exceed the Monthly Max.
Broadly speaking, what does ‘tune bids’ mean? (4)
To control/optimise your Monthly Budget by:
- spending more money on the Ad Groups that make you the most money, by increasing bids;
- spending less money on lesser performing Ad Groups;
- reducing bids on ads that have a top of page position, but don’t really need to be there, to optimise spend;
- doing bid adjustments to reflect the above based on device and location etc.
Viz:
tuning a piano
thumbs up one side
thumbs down other side
top line of music script, push them down, until it’s a thumbs up
then place a mobile device & world globe on the piano seat - use spanner to adjust globe and mobile
The correct setting for Bidding is “Manual: Manual CPC” Cost Per Click, so you can totally control your bids - expand into 2 reasons why?
- Only you know what keywords are worth to your business; Google’s computer Optimized / Enhanced bids push bids higher to increase your spend;
(Google may ASSUME that a higher CTR or more conversions for a KW is best for you and increase your bid for the KW, however, Google does NOT know how much the KW is worth to us in our business.) - Optimizations also distort the Ad Groups report that you need to Tune Bids – the MAX CPC bid that you set in the Ad Group report no longer reflects your actual bid, because it doesn’t show how much Google changed your bid for each search to get the Average Ad Position. (But doesn’t the av CPC retrospectively show you whether you have surpassed your max CPC or not?)
Why is it usually best to run ads 24/7?
Your cheapest ads run during non-business hours, when you have fewer competitors running ads - I have just tested this and definitely the case, some competitors are not running ads in the evening/ at night.
So for cheapest ads, you could actually schedule ads to run ONLY in the evening.
What options of where to advertise does Google ask you to stipulate in campaign settings?
- Google Search Network
with option to either just choose Google Search or to include Google Search Partners too. - Display Network
What advertising places does Google Search actually include?
Searches that happen on: Google Search (that’s www.google.com); Google Play Store Google Shopping Google Maps, and even the Maps app fall into this category.
These are simply searches happening specifically on Google’s core search sites.
If you opt to advertise with the Google Search Partners, what does this mean?
What are the 2 types of search partner category?
Searches that happen on non-Google search sites fall into the “search partner” category. You might not think there are many because how many different search engines can you think of really? Google, Yahoo, Bing, etc.
However, there are more than you can imagine.
- First, we have sites like YouTube and Amazon.com who embed ads from Google after a visitor searches for a video or product.
- Then we have large sites like The New York Times, The Guardian, and W3Schools who use Google Custom Search Engine (CSE) to power their
site searches.
Google CSE is a tool web publisher can embed into their web sites that use the power of Google’s search engine to help their visitors find pages on their web sites.
Currently, there are 505,946 live websites using
Google Custom Search. That’s a lot of search partners.
All these sites are places where your ads can show up and all these sites will affect the search volume and AdWords competition statistics you get from Keyword Planner if your target includes “Google and search partners”.
What is the Google Display Network? (2)
- includes sites that are owned by Google like Blogger and YouTube. These are the ads you may see on the side when you are reading or watching your content, as opposed to advertisements you see after you do a search;
- The network, however, is mainly made up of publishers who have signed up for Google AdSense or DoubleClick ad networks. Web site publishers that want to MONETISE their sites by showing ads alongside their content sign up for these ad networks. In doing so, they provide advertisers on GADS a place where their ads can show up depending on the site and on the site visitor (RE: presumably based on relevance of site to advertiser and visitor?)
