Grundlagen & Basisbegriffe Flashcards
Definition Kampagne & welche Ebene ?
Kampagne ist
Gruppe von Anzeigengruppen
- Gemeinsamkeit der Gruppen:
– alle haben gemeinsames Ziel, Budget & Ausrichtung
hoechste Ebene in struktur eines google ad kontos
What are the levels in google ad account & in which order?
- Account level
- Campaign Level
- campaign type
- budget
- bidding strategy
- targeting settings
- campaign goals - Ad group Level
- Ad groups are organized based on common themes or target keywords - Ad Level
- Ad text
- final URL
- Ad extensions
impression
the times the ad is being shown (according to the key words in the google search)
what contains ad text?
- title
- URL
- description
what means CTR?
Click through rate
what is quality score? & why is it important?
a score set by google according to
- quality & relevance of keywords & ad
higher quality score leads to lower costs and better ad-positioning
what is conversion?
conversion is the desired action of customer
it can be
- purchase
- filling out lead-sheet
or other
explain conversion rate
conversation-rate % = conversions / clicks
how is budget normally measured?
per day
explain targeting
targeting aims to the criteria who determine who will see the ad
it can be
- demographic characteristics
- interests
- location
- used advices
- and others
explain ad rank
ad rank is calculated based on
- bid amount (the maximum CPC-bid)
- quality score
- ad rank thresholds
What different campaigns exist?
Search campaigns
- appear on g. search results
goal: drive traffic to website, increase sales or leads
display campaigns
- ads can be shown acrosse g. display network including millions of websites, apps & google owned properties like YouTube & Gmail
goal: increase brand awareness, reach new customers & remarket past visitors
video campaigns
- videos be shown on YouTube & other google display network sites
goals: increase brand awareness, drive traffic & increase engagement
shopping campaign
- format: product listings w/ images, prices & business names
- designed for e-commerce. appear in google shopping, next to search results & on google display network
app- campaigns
smart campaigns
- for small businesses & new advertisers
automation of ad creation & machine learning
- ad format: text & image ads
local campaigns
- format: text, image, video ads that appear on g. search, maps, youtube & g display network
- goal: increase visits to physical locations
performance max campaigns
- use all g.ads inventory from one single campaign
- goal max conversion based on conversion goals
which billing models exist?
cost per impression (CPM)
- used for display & video campaigns
- for brand awareness & reach
cost per view (cpv)
- used for video campaigns
- customer has to pay when user watch a specific portion of video ad (e.g. 30 seconds) or interacts w/ add, whichever comes first
- for brand awareness & brand storytelling
cost per aquisition (CPA)
you pay for specific action, such as conversions or sales (requires conversion tracking)
- example: e-commerce aiming max sales by only paying for completed purchases
cost per Mille (CPM)
cost per thousand impressions
for large scale reach & frequency
cost per engagement (CPE)
you pay when users engage w/ ad such as expanding lightbox ad or interacting w/ and element of ad
- for interactive campaigns
viewable CPM (vCPM)
viewable cost per 1000 impressions is model where you pay for impressions are actually viewable by users meaning a least 50% of ad is visible on screen for at least one second
which advertising goals are there?
- brand awareness
- conversions & sale rate
- engagement
which billing model for which advertising goal?
brand awareness: CPM, vCPM, CPV are models to maximize visibility & engagement
conversions & sales: CPA & CPC
engagement: CPE models work well for interactive ads that require user interaction
