Module 2: Setting up an AdWords campaign (PART 2) Flashcards
What is Managed placement targeting?
Managed placement targeting allows you to pick individual sites and mobile apps where you want to show your ads.
For example, if your typical customer spends a lot of time on a specific website and you want your ads to appear there, you can add it as a managed placement.
How does Location targeting work?
You can target the geographic areas where your ads can appear.
- You can select entire countries (like the United States or France),
- individual regions or cities within a country (like the state of California or city of Paris), or
- a certain distance near your business location (like 20 miles around San Francisco).
How does Language targeting work?
If you’re trying to communicate with customers who don’t speak the same language, you can use language targeting to show your ads to customers who speak a particular language.
How does CPC (Cost-per-click) bidding work?
- You can set a maximum amount that you’re willing to pay for a click on your ad (max. CPC.)
- You have the option to use manual bidding and choose your own bid amounts or automatic bidding and let AdWords set your max. CPC bid for you to get as many clicks as possible given your overall budget.
- Manual bidding gives you more control over your bids — for example, you can set different bids for individual keywords or Display Network targeting methods.
How does CPM (Cost-per-impression) bidding work?
- You bid for your ad based on how often it appears on the Display Network.
- When you set a CPM bid, you set the maximum amount you’re willing to pay per 1,000 ad impressions (we call this “max CPM”).
How do different bid types compete with each other?
- When CPC and CPM ads compete for the same placement, the two types of ads are compared apples-to-apples on how much they’re effectively willing to pay for the impression.
- For a CPM ad, the max CPM bid represents how much the advertiser is willing to pay for each 1000 impressions; with a CPC ad, Google estimates how many clicks the ad might receive in 1000 impressions to get the comparison.
How does CPA (Cost-per-acquisition) bidding work?
- CPA bidding is a bidding method that lets you tell AdWords the amount you’re willing to pay for a conversion. It can help you reach customers who are likely to take action on your website.
What do you need to set up before using CPA bidding?
You need to either set up;
- conversion tracking,
- cross-account conversion tracking or
- be importing data from Google Analytics.
You’ll also need to turn on Conversion Optimizer.
You’ll also need to set a maximum CPA bid, which is the maximum amount you’d like to pay for a conversion, or a target CPA bid, which is the average amount you’d like to pay for a conversion.
What do bid adjustments do?
- Bid adjustments allow you to increase or decrease every bid in your campaign to bid more or less competitively for searches across devices, locations, time of day, and more.
- You can also use bid adjustments for campaigns that target the Google Display Network, setting bid adjustments for specific targeting methods like topics or placements, to show your ad to the most relevant audience.
How do bid adjustments work?
- Bid adjustments are set by percentages.
For example:
You know your campaign performs well on mobile devices, you can set a +20% bid adjustment, for example, for searches on mobile devices to increase your bids for mobile to try to capture all available traffic.
What are flexible bid strategies?
- Bids that automatically optimize your performance based on different advertising goals.
Name three flexible bid strategies.
- Maximize clicks: Automatically sets your bids to help you get the most clicks within a target spend amount that you choose.
- Target search page location: Automatically adjusts your bids to help you get your ads to the top of the page or the first page of search results.
- Target cost-per-acquisition (CPA): Automatically sets your bids to help you get as many conversions as possible while reaching an average cost-per-acquisition goal that you set.
Name three more flexible bid strategies.
- Enhanced cost-per-click (ECPC): Automatically adjusts your manual CPC bid up or down based on each click’s likelihood to result in a conversion.
- Target return on ad spend (ROAS): Automatically sets your bids to maximize your conversion value while trying to reach an average return on ad spend.
- Target outranking share: Automatically raises or lowers your bids to help your ads outrank ads from another domain.
How should you organise keywords when creating ad groups?
- Think like a customer:
Think about the main categories of your business and the terms or phrases that would fit into each of those categories. Include terms or phrases that your customers would use to describe your product or service. - Align your keywords with your goals:
If you want to get the most bang for your buck, you might want to select specific keywords that directly relate to your ad’s theme. Or, if you’d prefer to reach as many people as possible, choose more general keywords. No matter how general or specific your keywords are, they should always be as relevant to your ads and website as possible. Also, keywords of two or three words (a phrase) tend to work most effectively. - Group similar keywords into themes:
Follow the structure of your ad groups, and bundle similar keywords together in one ad group based on your products, services, or other categories. For your Display Network campaigns, you’ll also want to make sure your keywords are related to the websites your customer’s visit.
How can you research new keywords?
- Use the Keyword Planner or Display Planner
- Review your Search terms report
