Module 2.3: Manage your Search Network campaign (PART 1)

Question 1

How can you use ad scheduling?

Answer 1

You can use the ad schedule to:

• Specify certain hours or days of the week when you want your ads to show.
• Set bid adjustments to increase or decrease your bids for specific days and times.

Question 2

How does the “Standard” delivery ad delivery work?

Answer 2

The standard delivery method aims to evenly distribute your budget across the entire day (12 a.m. – 11:59 p.m.) to avoid exhausting your budget early on.

Question 3

How does the “Accelerated” delivery ad delivery work?

Answer 3

Accelerated delivery is optimized less. It spends your budget more quickly, usually at the start of the day (i.e., 12:00 am).

Because of this, accelerated delivery isn’t recommended for most advertisers. (Especially those limited by budget.)

Question 4

What is ad rotation?

Answer 4

Ad rotation is the way we deliver your ads on both the Search Network and the Display Network. If you have multiple ads within an ad group, your ads will rotate because no more than one ad from your account can show at a time.

Question 5

What are the four options for ad rotation?

Answer 5

• Optimize for clicks (default): Ads expected to attract more clicks are delivered more often into the ad auction than other ads in the ad group.
• Optimize for conversions: Ads expected to provide more conversions are delivered more often into the ad auction than other ads in the ad group.
• Rotate evenly: Delivers your ads more evenly into the ad auction.
• Rotate indefinitely: Similar to the “Rotate evenly” setting, this option delivers your ads more evenly into the ad auction, but does so for an indefinite amount of time and does not optimize.

Question 6

What is frequency capping and how does it work?

Answer 6

• Frequency capping limits the number of times your ads appear to the same unique user on the Google Display Network.
• It doesn’t apply to the Search Network. Only impressions that were viewable count towards frequency caps.
• An ad is counted as viewable when 50% or more of the ad shows for one second or longer for display ads and two seconds or longer for video ads.
• If you turn on frequency capping for a campaign, you specify a limit for the number of impressions you’ll allow per day, per week, or per month for an individual user. You also choose whether the cap applies to each ad, ad group, or campaign.

Question 7

What are the two different types of URL?

Answer 7

• The display URL is the website address that’s shown in your ad. In text ads, the display URL appears in green, next to the “Ad” icon.
• Advertisers use a landing page URL to send people to a specific area of their website.

Your landing page URL can have two components:

• Final URL (required): The URL address of the page in your website that people reach when they click your ad. For most advertisers, your landing page URL is the same as your final URL.
• Tracking template (optional): If you use tracking, you can also define a tracking template. When someone clicks on your ad, your tracking template is used to create your landing page URL.

Question 8

What is Google’s ad URL policy?

Answer 8

Google’s policy is that both display and landing page URLs should be within the same website. This means that the display URL in your ad needs to match the domain that visitors land on when they click on your ad.

Example
If your display URL is www.adwords.google.com, your landing page URL can be www.adwords.google.com/adwords, because the domain (google.com) of the display URL matches the domain of the landing page URL. Keep in mind that you have to use the same domain for all the URLs in your ad group.

Question 9

How does tracking work?

Answer 9

Tracking works very closely with your ads’ final URLs. If you don’t use tracking, someone who clicks your ad will go directly to the landing page URL you entered in the “Final URL” field when you set up your ad.

If you set up tracking, you can send potential customers to specific landing page URLs that have extra information, like the keyword that triggered your ad or the type of device the person who clicked your ad was using.

Question 10

What are your URL options with regards to tracking?

Answer 10

You can create or edit the URL options at the account, campaign, ad group, keyword, or sitelink level. URL options consists of two main sections:

• “Tracking template:” The field where you will put tracking information. When an ad is clicked, this information will be added to your final URL to create your landing page URL.

A tracking template created at the ad group, campaign, or account level applies to all of the ads in the corresponding ad group, campaign, or account. If you define multiple tracking templates at different levels, the most specific template will be used. The keyword tracking template is the most specific followed by the ad, ad group, campaign, then account. Learn more

• “Custom parameter:” A type of URL parameter that you can create yourself and add to your tracking templates and final URLs.

Question 11

What is conversion tracking?

Answer 11

Conversion tracking is a free tool that shows you what happens after a customer clicks on your ads – whether they purchased a product, signed up for your newsletter, called your business, or downloaded your app. When a customer completes an action that you’ve defined as valuable, these customer actions are called conversions.

Question 12

Why should you use conversion tracking?

Answer 12

• See which keywords, ads, ad groups, and campaigns are best at driving valuable customer activity.
• Understand your return on investment (ROI) and make better informed decisions about your ad spend.
• Use Smart Bidding strategies (such as target CPA, enhanced CPC, and target ROAS) that automatically optimize your campaigns according to your business goals.
• See how many customers may be interacting with your ads on one device or browser and converting on another. You can view cross-device, cross-browser, and other conversion data in your “All conversions” reporting column.

Question 13

What are the four different types of conversion actions?

Answer 13

A conversion action is a specific customer activity that is valuable to your business. You can use conversion tracking to track the following kinds of actions:

• Website actions: Purchases, sign-ups, and other actions that customers complete on your website.
• Phone calls: Calls directly from your ads, calls to a phone number on your website, and clicks on a phone number on your mobile website. Learn more about phone call conversion tracking.
• App installs and in-app actions: Installs of your Android or iOS mobile apps, and purchases or other activity within those apps. Learn more about mobile app conversion tracking.
• Import: Customer activity that begins online but finishes offline, such as when a customer clicks an ad and submits a contact form online, and later signs a contract in your office. Learn more about offline conversion tracking.

Question 14

How does conversion tracking work?

Answer 14

The conversion tracking process works a little differently for each conversion source, but for each type besides offline conversions, it tends to fall into one of these categories:

• You add a conversion tracking tag, or code snippet, to your website or mobile app code. When a customer clicks on your ad from Google Search or selected Google Display Network sites, a temporary cookie is placed on their computer or mobile device. When they complete the action you defined, our system recognizes the cookie (through the code snippet you added), and we record a conversion.
• Some kinds of conversion tracking don’t require a tag. For example, to track phone calls from call extensions or call-only ads, you use a Google forwarding number to track when the call came from one of your ads, and to track details like call duration, call start and end time, and caller area code. Also, app downloads and in-app purchases from Google Play will automatically be recorded as conversions, and no tracking code is needed.

Once you’ve set up conversion tracking, you can see data on conversions for your campaigns, ad groups, ads, and keywords. Viewing this data in your reports can help you understand how your advertising helps you achieve important goals for your business.

Question 15

What does Google do to ensure the privacy of their customers (when using conversion tracking)?

Answer 15

Only pages containing the Google conversion tag are tracked through this program. We use data encryption and secure servers.

Privacy is also very important to Google. That’s why we do the following to protect your customers’ privacy:

• Conversion tracking cookies persist for a limited time only.
• Conversions aren’t isolated: This means that you can’t match conversion data to specific customers, you can just see overall data for ads and keywords.
• Conversion tracking includes the option to notify customers about cookies: During the setup process, we’ll help you create a notification box for your website that lets your customers know they’re being tracked. This is known as the Google Site Stats box, which appears on your conversion page – the page customers see after they complete a conversion. This notification appears only for customers who’ve been referred by Google to your site on the same device. When customers click on it, they see a page explaining how we use cookies and how they can disable them. Customers will also have an opportunity to provide feedback about your website.
• Promote a clear privacy policy: If you don’t use the Google Sites Stats box, we ask that you review your website’s privacy policy to make sure it discloses your use of tracking technology.

Question 16

What is cross-account conversion tracking?

Answer 16

If you have multiple AdWords accounts, you can track conversions across all of those accounts—hundreds of accounts, if you’d like—using a single conversion code snippet (also called a “tag”). This is possible with cross-account conversion tracking.

To use this feature, you’ll want to have or create an AdWords manager account (MCC) for creating conversion actions that you can use across your accounts.

Question 17

What are the benefits of cross-account conversion tracking?

Answer 17

Cross-account conversion tracking is useful for people and businesses who manage multiple AdWords accounts. Here are some of the benefits:

• Fewer code snippets and reports. Create one conversion tracking tag and use it across multiple accounts.
• Simpler, more powerful reports. Cross-account Attribution reports consolidate your data across all accounts that use this feature. You can also see how people interact with your keywords across all of your accounts before they convert. If you are using cross-account conversion tracking, use the Attribution reports in the manager account (MCC).
• Minimize miscounts. Placing fewer tags on your site makes it less likely to accidentally count the same conversion more than once.
• Speed up your site. Fewer tags means less HTML on your website. And that’ll speed up load times for your customers.

Question 18

How does cross-account conversion tracking work?

Answer 18

There are four parts to setting up cross-account conversion tracking.

• Create a cross-account conversion action in your manager account—just as you would any other kind of conversion action.
• Add your new conversion tracking tag to your websites’ conversion pages if necessary. (You’ll want to leave the old tag on your sites for now to avoid losing conversions.)
• Choose the accounts for which you’d like to use cross-account conversion tracking.
• After your chosen conversion window, remove your old conversion tracking tag from your site.

Question 19

If you have more than one manager account, how should you structure your accounts when using cross-account conversion tracking?

Answer 19

If you use more than one manager account, you’ll also want to be extra thoughtful about which one you use to manage conversions for your business. Here’s are some possible structures you might want to consider:

• If you use separate agencies for your search and display advertising: You’d probably want to set up cross-account conversion tracking in a manager account that contains all your accounts, which each agency can use.
• If you have multiple product lines leading to the same conversion: You might want to set up conversion tracking in a manager account that manages the accounts for all the product lines.
• If you have multiple product lines leading to different conversions: You’d want to decide whether to set up conversion tracking separately for each product line, or set up one main manager account for all of the product lines.

Question 20

What other factors affect the management of cross-account conversion tracking?

Answer 20

• Managed accounts will be able to see, but not make changes to, cross-account conversion actions. Only manager accounts can make changes to these types of conversion actions.
• Target CPA will use campaign-specific conversion actions, regardless of whether those are cross-account or account-specific conversion actions.
• If you’re using cross-account conversion tracking, you’ll need to import any Google Analytics goals and transactions into the manager account that created those cross-account conversion actions. For now, any goals or transactions you already imported will continue counting conversions, but in the future, goals and transactions in the managed account will no longer be supported.
• Existing data for any account-specific conversions will always be available in AdWords after cross-account conversions are enabled.
• To share conversion actions across your managed accounts, set up sharing from within your manager account. Conversion actions cannot be shared between managed accounts.