google ads.pptx

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What are all the basic practices
every new adwords advertiser
should always remember?
Every landing page we make should have proper CTA such as lead
form, purchase option, or whatever the business want to achieve with
the campaign.
Make different ad groups based on keywords and set themes for
each adgroups.
Don’t put a huge amount of budget for a short period of time in the
beginning.
Continuously work on improving the Quality score thus decreasing
the spend of overall budget.
Choose your keywords and negative keywords carefully and regularly
monitor the performances with search terms report.
Write search ad with crisp CTA text and clear headline.

Ad Rank is the position of an ad on Google page and
determined by the bid amount, ad quality, ad thresholds, the
competition, the context of the user’s search and the
expected impact of extensions and other ad formats.
A good ad rank makes sure the ad gets more visibility than
the others. Ad rank is recalculated every time the ad is
eligible to appear, so the ad position can fluctuate every time
depending on the above factors.
What is Ad Rank?

what is Google Quality
Score?
Quality score to each keyword on a scale of 1 to 10 and includes
expected CTR, ad relevance and landing page experience.
Basically, it’s a measurement of how relevant your ad to the user’s
intent. Better the quality score, ad rank will get improved without
spending more.

What is the formula to find CTR
(Click Through Rate)? Does CTR
help in improving the quality
score?
CTR also know as click-through rate is a unit to measure the click rate of
your ad. It is calculated by the simple formula: clicks/impressions*100. It is
one of the important factor in determining the Quality Score of the ad. So,
making an effort to increase the CTR decreases the overall spend. It also
indicates the success of your ad descriptions and headings in terms of
relevancy and eye-catchy. Each of the keywords and ad have their own
CTRs.

What is the difference
between CPM, CPC and CPV
bidding?
CPM : Cost Per Thousand is the amount you pay per thousand
impressions that you receive, regardless of the number of
clicks you receive.
CPC : Cost Per Click is the amount you pay for each click.
CPV: is when advertisers pay for each unique user view of an
advertisement or website.
It is used more on video marketing such as YouTube
campaigns.

What is the character
limit of a destination
URL?
1024 characters are the destination URL’s character limit.

What is ad rotation?
Ad rotation is a campaign setting in Google AdWords that
automatically rotates your Google adwords ad within the ad
group. You have the option to request Google how it would
rotate the ad, such as, based on the best performing ads or
rotating evenly

What is the difference between
clicks and impression?
Impression is the number of times targeted users view your
Google AdWords ad, whether it is a banner, text link or button.
Click is the number of times your targeted users clicked on
your ad and taken to your website. This shows how many users
actually used your ad to visit your website.

What is automated
bidding strategy?
Automated bidding is a Google AdWords big strategy that
sets bids for your Google AdWords ads automatically based
on how likely the impression will turn into a fruitful click or
even conversion.

What is frequency capping in
AdWords?
Frequency capping allows the advertiser to limit how
many times an ad is visible to an individual.
We can set this frequency cap at the ad, ad group and
campaign level. Advertiser can also segment them by
month, week or day.

What is IP Address exclusion in
Google AdWords
There are multiple reasons you would like to exclude IP addresses.
For example, you can exclude IP addresses of your own office so
your impressions won’t be wasted.
With this feature, you can exclude up to 500 IP addresses per
campaign.

What is the use of search
term report in Google
AdWords?
Search term report shows the list of queries that are getting
visitors to your website. With the help of search term reports,
you can find new negative keywords and find which keywords
are more effective than the others. It helps advertisers to find
potential keywords for the campaigns. Keyword list and
search term lists are totally different.

What are the first steps you
should take if your ads get
disapproved for any reason?
If your ad gets disapproved, Google will send you a notification
mail mentioning that your ad has been disapproved. Then, based
on the input Google AdWords gave, you can find out the reason
for the disapproval. Then, based on your finding, you can work
on fixing the issue. At the time, you may need to make the
changes in your text copy and other times, you may need to make
changes in both ad copy as well as the website.

How can you use negative
keywords?
With the help of negative keywords, we can avoid being shown
on certain words or phrases. For example, by adding words like
“free”, you are conveying Google that your ads should not be
visible on searches including the word free.

What is ad groups in
Google AdWords?
Ad Group in Google AdWords is like a big container where you keep all
your keywords, text copies and landing pages. Google recommends
advertisers to make adgroups with tightly themed keywords. So, it is
better to create multiple adgroups based on your keywords.

How to improve ad
position?
Following are the methods we can implement to improve ad
position:
Increase the quality score
Increase the bid
Focus on relevant ad extensions
Better landing pages
Make sure the relevance level of keywords, landing pages
and ad copies are good
Different landing pages for different ads

Maximum number of
campaigns and ad groups
you can make in Google
AdWords?
Number of campaigns you can have: 10,000
Number of ad groups per campaign: 20,000

What is a converted click?
Converted clicks are clicks that bring
conversions.

Different types of Ad
Extensions?
Sitelinks
Call Extensions
Location Extensions
Social Annotations
Seller ratings
Mobile app extensions
Offer ads
Communication Ad
Review extension
Image and drop down navigation Ad extension
Callout Extension
Click to Message Extension
Price Extension

What options cannot be
changed after creating an
account?
After the creation of the account, currency and time zone cannot
be changed. It is recommended to fill in the details very carefully.

How to calculate ROAS
(Return on Ad Spent)?
Revenue / Cost = ROAS
We need to divide the revenue of the campaign by
the amount that is spent.
ROAS shows how effective our marketing campaign
is.

Mention the different types of
keyword matches
There are 5 categories:
Broad match: It allows your ad to reach as much viewers as possible.
Your ads will appear whenever a user searches your keyword in
however way possible. Example: for broad keyword “buy shoes”, your
ad will be visible for searches such as “shoes online”, “buy sneakers”
Broad match modifier: What if you get the advantage of broad match
but a backup finance advisor who restricts around particular queries
that triggers your ad. That’s the function in broad match modifier. It
works by appending a + sign to the specific keyword that you want to
fix in specific place.
Phrase Match: This match lets your ad shows for queries for your
keywords in its exact order but allows the query to have words at the
beginning or at the end of the query.
Exact Match: So narrow. So targeted. Your ad will show to users who
exactly search for your keyword.
Negative Match: Choose when your ad should not be shown with the
help of negative match. For example, if you are showing ads about
selling houses and don’t want visitors who looks for rent, use “rent” as
your negative keyword.

What are the targeting options
in Google AdWords?
We can divide the overall targeting methods by Audience targeting
and content targeting.
In content targeting, we have the following methods:
Keywords: Keyword method is based on keywords. We select the
keywords user will type to find your product or services. We can set
keywords manually to reach targeted audiences.
Placement: With placement method, we just need to specify a
website or part of a website. We can target websites our potential
users visits and target.
Topics: Target allows advertisers to select set of pages based on
the theme on the display network.
Display expansion for search: With the help of smart targeting and
automated bidding, Google AdWords’s display expansion of search
method helps advertiser find quality results.

In audience targeting we have the following
methods:
Affinity: This is for advertisers who use traditional marketing
like TV campaigns can expand a campaign online and reach
users with Google network.
Demographics: This target is based on age and gender of your
targeted users.
In-market: Your ads will be visible to users who have shown
interest in similar products or services.
Remarketing: Remarketing is one of the successful targeting
methods widely used by businesses to target users who have
visited the website. These users can be in any stage of
conversion.
Similar audiences: This method helps you find users who are
similar to the users in the remarketing list.

What is Google AdWords
Double Serving Policy?
To make the auction process fair, Google doesn’t
encourage advertisers to run ads for similar businesses
through different accounts triggered by same keywords.
Google calls this as double serving policy. Google has
banned multiple ads from the same firm from appearing
on SERP.

What are Invalid Clicks, and
how does Google determine
them?
Invalid clicks are illegitimate, unintentional or caused by some
malicious software such as robots or some automated clicking
tools use to increase your expense or to increase the value of the
website that is hosting the ad.
Google uses algorithms to find such invalid clicks and
automatically filter them from the reports. And if they still escape
and Google finds them later, they will give you credit for the
expense.

Why some agencies use broad
matches with negative
keywords instead of using
phrase match or exact match
keywords?
In this way, the ads will get more clicks and keyword list can be
created quickly.

How can we improve the
landing page quality?
Landing page quality can be improved by following ways:
The page should be relevant to the ad text as well as the
keywords in the adgroup
A strong headline and supportive tagline
Original and quality content
Page load time
User-friendliness and user experience
Following Google guidelines
Transparant content information and privacy policy
Easy to navigate and understand
Clear call of action message
Visual imagery
Not having too many links
Should connect with Brand and proposition
Simplified lead capture form
Trust symbols.

If I search my keyword but I
can’t see my search result.
Why would that happen?
There are multiple reasons that can let it
happen. Some of them are:
Your IP is excluded
You are not in the targeted location
Your ad got disapproved
Your campaign has exceeded your daily
budget

How to increase conversion
rates?
Conversion rate can be increased by following methods:
Creating ads that match perfectly with the keywords you
use
Tightly themed ad groups
Improve Quality Score
Optimizing landing page
Adjusting your keyword type
AB your landing page
Align ad copies with landing pages
Improving CTR of ad
Use negative keywords

How better quality ads
help your campaign?
Benefits of better quality ads are:
It decreases the money you need to spend for a click
Better ad means better ad rank thus increases the chances for
ad extensions

Why quality of landing page is
important for the success of the
campaign?
Landing page is your playground where you make the user take the
final call.
If the landing page is not relevant or trustworthy, each and every
action you take for the campaign will go in vain. Better ads, high-
quality keywords and money you spend on will not help if the
landing page is not good enough to get the conversion.
It should be aligned with the keyword and ad copies. An inefficient
landing page can promise traffic but not conversions.

How to improve CTA
in Google AdWords?
Make your CTA visible and stand out and not
blend in.
Give the clear benefit of clicking the CTA
Add urgency to your CTA
Make it sound like a human
Experiment with different CTAs
Use power words
Match it with the type of audience

What is Remarketing?
Remarketing is a target method in which advertisers can
show their ads to users who have visited their website
but didn’t convert. The user can be at any stage of the
purchasing cycle. In Google AdWords, remarketing
campaigns are available for both search and display. The
click rate for remarketing is relatively high because they
are customized and thus connects with the users more
than other targeting method advertisements.

google ads.pptx

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