Module 2.3: Manage your Search Network campaign (PART 3) Flashcards
What is the Opportunities tab?
The Opportunities tab is an entire section of your AdWords account dedicated to helping you improve your campaigns.
The opportunities you see in your tab are customized to be relevant and helpful to you. That means you won’t see every kind of opportunity, and sometimes you might not see any
What are the available opportunities within ads and ad groups?
Ad and ad group opportunities help you edit and refine your ads, show your best ads most often, and organize your ads into better ad groups. You might see these opportunities:
- Change your ad to get a longer, more noticeable headline: Get a higher clickthrough rate.
- Create more ads: Get better performing ad groups by finding out which ads appeal to your customers.
- Add call extensions: Get phone calls directly from your ads.
- Add sitelink extensions: Get people to specific pages on your website.
- Add callout extensions: Promote popular or unique aspects of your business.
- Create new ad groups from existing ones: Group your keywords into themes and create more relevant ads.
- Optimize your ad rotation: Show your best ads to get more clicks or conversions.
What are the available opportunities within Keywords, targeting, and reach?
Keyword, targeting, and reach opportunities can help you reach more people who are interested in what you offer. You might see these opportunities:
- Add keywords: Reach more potential customers as they search on Google.
- Add negative keywords: Prevent your ads from showing on irrelevant searches.
- Broaden your keyword matches to include “phrase match” or “broad match”: Find people who are searching for the exact phrase of your keyword, or a close variation of it.
- Target Google search partners: Show your ads on Google search partner websites.
- Show ads on mobile devices: Expand your reach to mobile.
- Improve your mobile site: Improve your impact and conversion rates by creating a mobile-friendly website.
- Add audiences: Get information on people who are important to you.
What are the available opportunities within Bids and budgets?
Bid and budget opportunities can help you get more impressions and clicks. They may also help you improve your Ad Rank. You might see these opportunities:
- Raise your budgets: Keep your ads running on your busiest days.
- Use standard ad delivery: Stretch out your limited budget.
- Raise your bids: Show your ads more often than advertisers like you.
- Lower your bids: Get more clicks for the same budget.
- Use estimated top of page bids: Show your ads above search results.
- Use estimated first page bids: Show your ads on the first page of search results.
- Change your keyword bids: Invest more in keywords that convert well.
- Set location bid adjustments: Focus on areas where visitors are most likely to convert.
- Change mobile bid adjustments: Be more competitive on mobile.
- Set ad scheduling bid adjustments: Get more clicks during less expensive parts of the day.
- Change product group bids in your Shopping campaign: Get more traffic for the same cost.
- Use Target CPA bidding: Get as many conversions as possible at the Target CPA you set.
- Set audience bid adjustments: Reach people who are important to you.
What is the Account Health Score for Search?
Account Health Score for Search measures how well your Search Network campaigns are configured and gives you a set of recommendations that will raise your score and help your campaigns’ performance.
This is a good place to start for advertisers who want to better understand how to optimize their campaigns.
How long should you wait before evaluating opportunities that have been applied and approved?
All of the approved opportunities you’ve applied will appear in your account’s change history.
Wait at least two weeks before evaluating how the changes have affected your account’s performance.
Why might some opportunities not be available for some campaigns?
Opportunities won’t always be available for every campaign at all times. There are a few common reasons why you might not see opportunities.
- Your account doesn’t have any billing information.
- Your account doesn’t have any campaigns.
- Your ads aren’t receiving any traffic.
- Your ads recently started running.
- Or best of all: Your campaigns are already optimized.
If you don’t see opportunities in your tab, be sure to check back again soon – AdWords regularly discovers opportunities for you, and also launches new opportunity types.
What is a manager account and what can it do?
A manager account is an umbrella AdWords account that’s designed to help you easily monitor and manage other AdWords accounts. With a manager account you can:
- Use a single sign in to access all managed AdWords accounts, including other manager accounts.
- Search, navigate, and manage all of your accounts from a single, easy-to-read dashboard.
- Create and manage campaigns for your managed accounts from within your manager account.
- Easily compare performance across all accounts and run reports for multiple accounts at once.
- Use consolidated billing to get just one, simple monthly invoice for all of your managed accounts.
- Use alerts to efficiently monitor all of your linked accounts.
- Quickly create and link AdWords accounts from within your manager account.
Who should use a manager account?
Large advertisers with more than one AdWords account
Third parties such as:
- Agencies
- Search engine marketers (SEMs)
- Automated bid managers (ABMs)
- And other online marketing professionals who manage multiple client accounts or a large number of campaigns
What must you do before you’re able to start using your manager account?
To begin using your new manager account, you’ll need to link it to an existing or new AdWords account, or to another manager account. Then, you can view information across multiple AdWords accounts and switch between all linked accounts using just one login.
An individual AdWords account can be linked to no more than 5 manager accounts, and your managed account structure can be no greater than 6 levels deep. Also, a manager account can’t be directly managed by more than 1 other manager account.
What happens when you link a manager account to an existing Adwords account?
When you link an existing AdWords account to a manager account, the original account remains unchanged and its account history remains intact. For example, invoicing and payment methods are not affected when an account is linked to a manager account.
The original users of the newly managed account continue to have access to the account’s billing and sign-in information. From the original user’s perspective, the account will look the same as ever, and is accessible with the same sign-in information as before, and with the same permissions. Keep in mind that when you link an existing AdWords account, it won’t have administrative ownership by default.
You can also link another manager account to your account, which lets you manage and view data for all of the AdWords accounts that are linked to that manager account. A manager account can’t be directly managed by more than 1 other manager account.
What happens when you unlink a manager account from an existing Adwords account?
If you stop managing a particular account, a user of the manager account or the managed account (with the appropriate access level) will need to unlink the two accounts. Once this happens, you will no longer be able to access the managed account.
When you unlink an account that was using the manager account’s remarketing tag or any shared remarketing lists, the lists that rely on the shared tag will no longer populate, and the account will lose access to any of the manager’s shared lists. Any of the account’s ad groups that target these lists and any campaigns that exclude these lists will stop running. If the account was sharing its own lists, this change may affect ad groups and campaigns in other accounts that are targeting these lists.
If you unlink an account that was using your cross-account conversion tracking tag, that tag will no longer record conversions for clicks that take place after the account was unlinked. However, the cross-account conversion tracking tag will continue to record conversions for clicks that took place before the account was unlinked for the duration of the conversion window (typically 30 days). If the managed account had its own conversion tracking tag installed on the site previously, it will resume tracking conversions. Learn more about cross-account conversion tracking.
Important: Unlinking from a managed account that’s on consolidated billing does not change the managed account’s billing settings. After you unlink the account, all active and pending budgets will remain active and the account’s ads will continue to serve and be billed to the original account.
From your manager account’s “Account access” menu, you can invite users to your manager account
What are the four different types of access levels available to invited users to the manager accounts?
Similar to individual AdWords accounts, users of manager accounts can be assigned 4 levels of access: “Administrative, “Standard,” “Read only,” and “Email only.”
How much someone can see and do within a manager account and the accounts linked to it depends upon the level of access they’re granted for that manager account and whether the manager account is an administrative owner of an account.
What is the Google AdWords Application Programming Interface (API)?
The Google AdWords API lets developers build applications that interact directly with the Google AdWords server. With these applications, advertisers and third parties can more efficiently and creatively manage their large or complex AdWords accounts and campaigns.
How can you use the Google AdWords Application Programming Interface (API)?
The API is flexible and functional – you can use it to build an application that meets your needs. Using the API, you can:
- Automatically generate keywords, ad text, landing pages, and custom reports.
- Integrate AdWords data with your inventory system to manage campaigns based on stock.
- Develop additional tools and applications to help you manage accounts.
And you can even develop in the language of your choice. The AdWords API SOAP interface is supported by all popular programming languages, including Java, PHP, Python, .NET, Perl, and Ruby.