Creating a new Campaign Flashcards

1
Q

create CAMPAIGN without a goal’s guidance; why? (2)

A
  1. 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.

  1. otherwise Google won’t show you the Settings that we need
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2
Q

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)

A

We only want to run ads when someone puts words into Google SEARCH on Google.co.uk; otherwise:

  1. 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;

  1. Reports become grossly inaccurate, so our Tune Bids and Test Ads methods become less precise, which we need to scientifically improve profits.
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3
Q

When someone puts words into Google search, Google can determine where the searcher’s computer is located **% of the time from their **

A

90%

Internet IP address.

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4
Q

Location options>Target - be careful here, why?

A

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.

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5
Q

Three quick ways to change your budget and control your spend?

A
  1. You can Pause a Campaign or Ad Groups anytime with no penalty; (RE: so if you’re panicking, u can do this.)
  2. You can lower Ad Group bid
  3. 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?

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6
Q

What is the maximum number of people your budget setting can send to your Website?

A

Divide Daily Budget by your Average Bid to estimate.

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7
Q

How do you set your budget?

A

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

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8
Q

warning on how Google manages your budget?

A

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.

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9
Q

Broadly speaking, what does ‘tune bids’ mean? (4)

A

To control/optimise your Monthly Budget by:

  1. spending more money on the Ad Groups that make you the most money, by increasing bids;
  2. spending less money on lesser performing Ad Groups;
  3. reducing bids on ads that have a top of page position, but don’t really need to be there, to optimise spend;
  4. 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

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10
Q

The correct setting for Bidding is “Manual: Manual CPC” Cost Per Click, so you can totally control your bids - expand into 2 reasons why?

A
  1. 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.)
  2. 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?)
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11
Q

Why is it usually best to run ads 24/7?

A

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.

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12
Q

What options of where to advertise does Google ask you to stipulate in campaign settings?

A
  1. Google Search Network
    with option to either just choose Google Search or to include Google Search Partners too.
  2. Display Network
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13
Q

What advertising places does Google Search actually include?

A
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.

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14
Q

If you opt to advertise with the Google Search Partners, what does this mean?

What are the 2 types of search partner category?

A

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.

  1. First, we have sites like YouTube and Amazon.com who embed ads from Google after a visitor searches for a video or product.
  2. 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”.

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15
Q

What is the Google Display Network? (2)

A
  1. 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;
  2. 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?)
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16
Q

Search advertising is being able to capitalise on user **, contrasting to the advertising on the GDN?

A

intent

GDN, is about raising awareness

17
Q

GDN stands for?

A

Google Display Network

18
Q

** traffic typically doesn’t not covert as well and thus not as profitable as ‘*’ traffic

A

Display Network

search

19
Q

Isaac strongly recommends not to run ads on ‘Display Network’ with ‘Search’ ads in the same campaign - create a dedicated ‘display network’ campaign if you are going to include this route - why?

A

Display network is not necessarily a bad thing, it’s just a totally different animal - keep your data clean!

20
Q

You may want to exclude ‘Search Partners’ in your camp settings to best use your budget - why? (2)

A

I.T. intent, trust

  1. we can be confident that INTENT is more refined on Google Search vs the partner sites;

Users may not be as open minded when on these partners sites, whilst we know that Google Search property is really just a big Yellow Pages (RE: to some extent, though it’s more meaningful than that as it’s a referral service).

People are there specifically to look for something - on partner sites, they are presumably there in the first instance to do s’thing else.

  1. Users have more TRUST in the results on the Google Search property vs the partners search sites.
21
Q

Will CTR on partner sites effect QS of your KWs?

A

No

22
Q

Difference between ‘Search Partner’ & ‘Display Network’ when it comes to knowing on which sites your ads were shown?

A

You’ll never know which sites your ads appeared on with ‘Search Partners’ - this is different from the Display Network, where you will be able to see which places performed better/worse, and optimise accordingly.

23
Q

No right or wrong answer for using the GSPN - considerations? (4)

A
  1. if you’re starting out/ have a limited budget - exclude it for now, can add it in later
  2. as search performs better than GSP, if you have scope in other areas of Search to spend your budget, do that b4 including GSPN in your campaigns
  3. Defo add the GSPN b4 expanding budget into display campaigns!
  4. If running a branded camp, do include in GSPN as intent is highest by default… if people are searching using your brand name, intent is excellent!
24
Q

Searches that happen on non-Google search sites fall into the “** **” category.

A

Search partner

25
Q

What sites are included in GSPN?

A
  1. there’s no official list - and it regularly changes anyway;
  2. searches that happen on non-Google search sites fall into the “search partner” category;
    a) YouTube & Amazon embed ads from G after a visitor searches for a video or product;
    b) Large sites who use GCSE (Google Custom Search Engine) to power their site searches e.g. The Guardian, The New York Times, W3Schools, CNN, Ask.com
26
Q

What is GCSE? (3)

A
  1. Google Custom Search Engine
  2. a tool web publishers can embed into their webs sites that use the power of G’s search engine to help their visitors find pages on their web sites
  3. 2020: currently there are 506K sites using GCS (Google Custom Search)
27
Q

What’s a ‘branded campaign’?

Why can this be important?

A

Branded campaigns are online advertising campaigns that involve paying to show up as an ad when a local consumer searches for your business’s name.

As with other types of ads, your business bids on specific keywords when you want your ads to show up when a consumer searches for that keyword.

Important to consider as many of your competitors could be running ads against your brand (i.e. ads that use your brand as KW, to trigger their own ads).

You don’t want people searching for you and then seeing your comp ads, with no sign of you!

28
Q

For branded search terms, partner network tends to convert better, but has higher av CPC, why?

A

RE: converts better: because people tend to be looking for your company specifically i.e. it’s not a broad search, the intent is stronger

Google charges more for stronger intent word, including branded KWs

29
Q

Why can it be beneficial to use GSPN for branded campaigns?

A

less competition (than Search)

on google search many of your competitors could be running ads against your brand (i.e. ads that use your brand as KW, to trigger their own ads) BUT may not have opted in to run ads va GSPN (google search partner network).

We could do this for BEX, how?
Create an adgroup with experience in and with all the synonyms for BE, then add experience as a neg to the other AGs.

30
Q

Campaign Start & End Dates - when would you use this?

A

For most campaigns, you should be monitoring closely enough to just pause the campaign when appropriate.

Unless you’re going to be away/ otherwise occupied, then yes, you could use this.

Note: If u have short term promotional offers, u can run these at the AG level rather than a campaign level.

31
Q

If you’re worried about over spending, you could potentially set campaign start & end dates - but what’s a better way to put a cap on spending?

A

Use automated rules instead.

You can set an email alert when you reach a certain spend… or have your campaign paused… or decreased your bids.

32
Q

What and when would you use the ‘Campaign URL’ options?

A

Concept: appending information to the final URL of your ad so can pass tracking info and info about the click to the associated tracking s/w linked w/ your campaigns.

E.g. of a linked s/w, Invoca - a call tracking and analytics solution that helps marketers get conversion reporting and campaign attribution from inbound phone calls.

If u do use this, best to use at campaign level rather than at ad level.

However, if you are using GA, and it’s linked to your Gads, you don’t have to worry about this!