excel brainscape content - csv 0228 Flashcards
cross-device conversion measurement from DoubleClick.
Cross-device measurement shows advertisers how their campaigns perform, even when consumers use multiple devices on their path to conversion. It delivers a single unified view across any type of screen, any type of ad buy (including programmatic or reservation) and any format or channel (including search and display). That meant Feld and Mogo could see the true impact of their campaigns even when customers were seeing an ad on one device and buying tickets on another.
AdSense
A Google product that provides a way for website publishers of all sizes to earn money by displaying targeted Google ads on their websites.
If the website publisher is approved to show AdWords ads, Google gives them a piece of code to put on their site. The publisher chooses where to place ads and then earns money when visitors click on (or view, in some cases) the ads.
Your ads may show on AdSense sites when you run a Display Network campaign
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. What are they-
Broadly speaking, there are five types of online targeting currently available to online marketers:
Query ? what is the user searching for?
Location ? where is the user located?
Time ? what time of day, day of week, and time of year is it?
Device ? are they on a mobile phone, tablet, or computer (and what is their operating system and carrier)?
Behavioral ? who is the user, demographically, or psychographically? Note: this is the broadest of my five factors, since I?m including data like offline purchase behavior and social sentiment in this category ? over time, I could see this factor broken into several separate groups as targeting matures.
Is your website ready to deliver results? recall 8 criteria
- Does your website have a clear, eye-catching headline?
- Is your site fast enough for mobile?
- Does your website clearly list the benefits your customer will get if they purchase your product or use your service?
- Does your website feature images or video?
- Is there a clear call-to-action on your site?
- Is it easy to locate your business’ contact information on your website?
- What’s the most important thing you want people to see on your site? If someone new came to your site, would they be able to locate it right away?
- Does your business have an online presence beyond your website, such as a free Google My Business listing or social media site?
how does AdWords determine which ads should show? What is Ad Rank and what is its five factors?
It all happens with a lightning-fast ad auction, which takes place every time someone searches on Google or visits a site that shows AdWords ads.AdWords calculates a score, called Ad Rank, for every ad in the auction. Ad Rank determines your ad position and whether your ads are eligible to show at all. Generally, the ad with the highest Ad Rank appears in the top position, and the ad with the second-highest Ad Rank appears in the second position (when ads meet the relevant thresholds). You can think of Ad Rank as having five factors:
- Your bid - When you set your bid, you’re telling AdWords the maximum amount you’re willing to pay for a click on your ad. How much you actually end up paying is often less, and you can change your bid at any time.
- The quality of your ads and landing page - AdWords also looks at how relevant and useful your ad and the website it links to are to the person who’ll see it. Our assessment of the quality of your ad is summarized in your Quality Score, which you can monitor?and work to improve?in your AdWords account.
- Ad Rank thresholds - To help ensure high quality ads, we set minimum quality thresholds that an ad must meet to show in a particular ad position.
- Search context - With the ad auction, context matters. When calculating Ad Rank, we look at the search terms the person has entered, geographical location at the time of search, type of device used (such as computers or mobile phones), the other ads and search results that show on the page, and other user signals and attributes.
- The expected impact from your ad extensions and other ad formats - When you create your ad, you have the option to add additional information to your ad, such as a phone number, or more links to specific pages on your site. These are called ad extensions. AdWords estimates how extensions and other ad formats you use will impact your ad’s performance.
How goals work in an ad campaign
When creating a Search , Display, or Video campaign, select a goal that corresponds to the main thing you want your campaign to achieve for your business. For example, if after viewing your ads you want people to visit your website, you can select the “Website traffic” goal. As you set up your campaign after selecting this goal, you’ll see recommended features and settings that can help generate visits to your website.
You can add or remove a goal at any time and, if you want, choose to not use a goal and create your campaign without seeing a goal’s recommendations.
This choice is important, because AdWords uses it to guide your campaign settings options to help you succeed. Here are example best practices:
If you want to get 2 different results, then set up 2 different campaigns, each with a different marketing goal. For instance, if you want to get leads and win sales, then create one campaign with a Leads goal and one campaign with a Sales goal.
If your business aims for online sales, consider choosing the Sales goal. Other goals let you set up a campaign that aims to get you Website traffic or Leads (like a customer filling out a form).
If your business aims for Calls only, then set up a call-only campaign.
Goals for Search campaigns
Sales : when to use - Drive sales or conversions online, in app, by phone, or in store
Engage with customers who have already contacted you or are close to making a purchase decision ; Types of features - Features that start the purchasing or conversion process, such as bidding strategies aimed at clicks, extensions, and ads that show to potential customers as they browse sites, videos and apps that partner with Google
Leads: when to use- Encourage relevant customers to express interest in your products or services by signing up for a newsletter or providing their contact information; Types of features- Features that start the conversion process, such as audience targeting, extensions, and ads that show to people as they browse sites, videos, and apps that partner with Google
Website traffic: when to use - Drive potential customers to visit your website; Types of features- Features that help researching customers find potential product options, such as ads with relevant, dynamically generated headlines, extensions, and bidding strategies that can help increase visits to your site
Goals for Display campaigns
Sales : when to use - Drive sales or conversions from customers who are ready to act
Engage with customers who have already contacted you or are very close to making a purchase decision; Types of features - Features that start the purchasing or conversion process, such as visually striking ads, automated bidding and targeting, and other features that help you reach people who are actively browsing, researching, or comparing the products and services you sell
Leads: Types of features - when to use -
Website traffic: when to use - Drive potential customers to visit your website; Types of features - Features that help researching customers find potential product options, such as automated bidding, targeting, and ad creation, as well as features that can help you build a list of visitors you can later reconnect with
Product and brand consideration: when to use - Encourage potential customers to explore what you offer ; Educate people about what makes your products or services unique; Types of features - Features that help you inspire people to choose your brand, such as automated bidding, targeting, and ad creation, as well as visually appealing ads that help drive engagement
Brand awareness and reach: when to use - Increase awareness of your products or services;
Introduce customers to what you offer when releasing a new product or expanding your business into a new area; Types of features - Features that help you build brand recognition, such as compelling visual ads, bid strategies that drive views, and other features that help attract new customers and capture their attention
Goals for Video campaigns
Product and brand consideration: when to use - Encourage potential customers to consider your brand or products when they are researching or shopping for products; Engage with people who’ve demonstrated interest in your brand; Encourage people to consider your brand or products in the future
Brand awareness and reach: when to use - Reach a wide audience while using your brand efficiently ; Increase awareness among relevant audiences; Use a variety of ad formats designed to get users to recognize your brand
Ad groups
An ad group contains one or more ads which target a shared set of keywords.Each of your campaigns is made up of one or more ad groups.
Use ad groups to organize your ads by a common theme. For example, try separating ad groups into the different product or service types you offer.
Ad groups are where you specify which ads should be shown to people searching for specific search terms. A Search campaign should have very specific ad groups with at least 3 ads in each. That way, the system can optimize your performance, and you can check your performance data to learn what message resonates best with your audience. Organize your ad groups around what you think people will be searching for when your ad is triggered. e.g. Here?s an example of campaign and ad group organization: if you run a bicycle shop that sells both online and in your storefront location, you might create two campaigns: one for online sales and one for storefront sales. For each campaign, you might have the following ad groups: children?s bikes, helmets, skateboards, racing bikes, mountain bikes, road bikes, bike locks, women?s cycling apparel, men?s cycling apparel, cycling shoes. Each of those ad groups would have different keywords that your potential customers might be using when searching for what you sell.
Most advertisers use extensions, and they?re essential to creating Search ads. So what are they exactly?
Free to add, extensions are add-ons that give your ad more impact. Extensions make your ad larger and more robust, giving people more reasons to take action directly from your ads.
Here are the 3 extensions that are recommended for just about everyone:
Sitelink extensions. Direct people to specific pages on your website?your store hours, a specific product, or more. When someone clicks or taps on your links, they can skip right to what they want to know or buy.
Callouts. Callouts give you more space to add text. When customers see your ads with callouts, they see a larger ad with more detailed information about your business, products, and services. To make it more likely that your callouts show with your ads, add at least 4 callouts (for example: Free Shipping, New Arrivals Are Here, Extended Sizes, New Customer Discount.
Structured snippets. Entice users by highlighting specific aspects of your products and services in your ads. Structured snippets show underneath your ad text in the form of a header and list (for example: ?Destinations: Hawaii, Costa Rica, South Africa?).
Beyond these 3 extensions, AdWords offers many more, like location extensions (to promote local business), promotion extensions (for holiday sales), and call or message extensions (to get calls or text messages from prospective customers).
Campaign
A set of ad groups (ads, keywords, and bids) that share a budget, location targeting, and other settings. Campaigns are often used to organize categories of products or services that you offer. Your AdWords account can have one or many ad campaigns running.
Each campaign consists of one or more ad groups. Settings that you can set at the campaign level include budget, language, location, distribution for the Google Network, and more. You can create separate ad campaigns to run ads in different locations or using different budgets.
clickthrough rate (CTR)
tells you how many people who?ve seen your ad end up clicking on it. This metric can help you gauge how enticing your ad is and how closely it matches your keywords and other targeting settings. Note that a good CTR is relative to what you’re advertising and on which networks. To help increase your clicks and CTR, start by creating great ad text and strong keywords to make ads that are highly relevant and very compelling to your customers.
Keywords
Words or phrases describing your product or service that you choose to help determine when and where your ad can appear.
max. CPC & Avg. CPC
If someone clicks your ad, that click won’t cost you more than the maximum cost-per-click bid (or “max. CPC”) that you set. For example, if you set a $2 max. CPC bid, you’ll never pay more than $2 for each click on your ad. The actual amount that you pay is called the actual CPC and is shown in your account’s “Avg. CPC” column.
