The document provides an overview of bidding and conversions tools in Google AdWords, including a bid simulator, conversion tracking, and conversion optimizer. The bid simulator allows advertisers to estimate how clicks, costs, and impressions would change with different maximum cost-per-click bids. Conversion tracking enables advertisers to measure the ROI of campaigns by correlating ad clicks to sales and other conversions. The conversion optimizer is a free tool that uses conversion data to automatically optimize cost-per-acquisition bids to maximize conversions and reduce costs.
eSearchVision - Orange Online MeetUp #7 - SEM - September 2010Orange Online Meetup
eSearchVision provides smart SEM solutions through a combination of technology and human expertise. They have 120 SEM experts including engineers, account managers, and analysts. Their end-to-end SEM platform allows for increased flexibility, in-depth reporting, and automated strategies to increase performance. Success in SEM now requires factors like real-time operations, business integration, and mobile optimization.
From Click to Conversion: An Introduction to PPC, SEO, & Web AnalyticsBenjamin Rudolph
No matter what form of offline advertising you use, your audience is going to search engines like Google to learn more. Today it is more critical than ever for your school’s website to appear when your target audience is looking for relevant information. Online advertising technology is advancing so quickly that keeping up with the changes is its own full-time job, and that’s before you have time to manage your Facebook page and Twitter feed.
The purpose of this session is to educate marketers about the basics of Pay Per Click (PPC), Search Engine Optimization (SEO), and Web Analytics. The goal is to understand how to drive traffic to your website, measure the results, and optimize your website to maximize conversions -- in most cases, getting interested prospects to fill out a lead form and ultimately apply to your school. At the end of this session, attendees should come away with actionable recommendations that they can implement upon returning to the office.
You don’t have to understand web programming to be a great online marketer, and even if you are already working with an agency, it helps to be educated on the basic principles at work. It’s important to know the right questions to ask and the right metrics to focus on. Online marketing is extremely measurable, so you can focus your time and resources on what’s working and test different variations quickly and effectively. Learn how to attract visitors and convert online traffic into applications.
Google adwords advance program in details e briks infotechebriksinfotech
The document provides an agenda and overview for a training on Google AdWords advanced tactics. The morning session covers creating and managing AdWords accounts, developing keyword lists, and creating compelling ad text. The afternoon covers tracking performance, optimization, using the Google display network, and best practices. It discusses topics like campaign and keyword structure, keyword research tools, ad variations testing, conversion tracking, reporting and optimization tools, ad types, quality score, and certification.
Post-click marketing refers to initiatives directed at users who have clicked on a paid link or ad to increase conversion rates. The focus is on landing pages and conversion paths to get more respondents to subscribe, provide leads, or make purchases. Conversion rate optimization is seen as one of the most underutilized and highest ROI activities for marketing departments. Many experts believe 2010 will be the year of increased investment in conversion rate optimization as companies assess where they derive the most value from their online marketing spend.
Big Data, Bigger Campaigns: Using IBM’s Unica and Netezza Platforms to Increa...graemeknows
Is your organization challenged by the explosion of data and increasing expectations for results? Unica Campaign Management and IBM Netezza appliances can provide capabilities to address and overcome them. This presentation offers customer case histories and performance studies that provide insights in today's world where digital and traditional channels are increasingly intertwined.
ReTargeting and the Future Of Display Advertising Arjun Dev Arora
This deck walks through the basics of display advertising including metrics, optimization levers, targeting methodologies and touches on new cutting edge technologies to help marketers reach audiences at the right time and place.
JumpTime - Moneyball for Media: Unlocking ROI with Content Value ManagementSignal Chicago 2012
The document discusses content value management solutions from JumpTime that help companies unlock ROI from their content assets. Specifically, it introduces FloPower, a new metric that assigns a monetary value to each piece of content or webpage. This value is calculated based on factors like user needs, engagement, and revenue generation. Armed with these FloPower values, companies can make optimized decisions around content prioritization, marketing budget allocation, and determining how much to pay for referral traffic. The solutions aim to help companies bridge the gap between optimization and ROI by understanding the true financial value of their digital content and networks.
Pay-per-click (PPC) advertising began in the late 1990s and allows advertisers to bid on keyword placements to display ads. Google introduced its AdWords system in 2000, allowing text ads on its search engine. Advertisers determine cost-per-click either through flat rates agreed upon with publishers, or by bidding in auctions hosted by publishers or networks against other advertisers. In bid-based models, the highest bidder wins placement, paying slightly more than the next highest bid.
eSearchVision - Orange Online MeetUp #7 - SEM - September 2010Orange Online Meetup
eSearchVision provides smart SEM solutions through a combination of technology and human expertise. They have 120 SEM experts including engineers, account managers, and analysts. Their end-to-end SEM platform allows for increased flexibility, in-depth reporting, and automated strategies to increase performance. Success in SEM now requires factors like real-time operations, business integration, and mobile optimization.
From Click to Conversion: An Introduction to PPC, SEO, & Web AnalyticsBenjamin Rudolph
No matter what form of offline advertising you use, your audience is going to search engines like Google to learn more. Today it is more critical than ever for your school’s website to appear when your target audience is looking for relevant information. Online advertising technology is advancing so quickly that keeping up with the changes is its own full-time job, and that’s before you have time to manage your Facebook page and Twitter feed.
The purpose of this session is to educate marketers about the basics of Pay Per Click (PPC), Search Engine Optimization (SEO), and Web Analytics. The goal is to understand how to drive traffic to your website, measure the results, and optimize your website to maximize conversions -- in most cases, getting interested prospects to fill out a lead form and ultimately apply to your school. At the end of this session, attendees should come away with actionable recommendations that they can implement upon returning to the office.
You don’t have to understand web programming to be a great online marketer, and even if you are already working with an agency, it helps to be educated on the basic principles at work. It’s important to know the right questions to ask and the right metrics to focus on. Online marketing is extremely measurable, so you can focus your time and resources on what’s working and test different variations quickly and effectively. Learn how to attract visitors and convert online traffic into applications.
Google adwords advance program in details e briks infotechebriksinfotech
The document provides an agenda and overview for a training on Google AdWords advanced tactics. The morning session covers creating and managing AdWords accounts, developing keyword lists, and creating compelling ad text. The afternoon covers tracking performance, optimization, using the Google display network, and best practices. It discusses topics like campaign and keyword structure, keyword research tools, ad variations testing, conversion tracking, reporting and optimization tools, ad types, quality score, and certification.
Post-click marketing refers to initiatives directed at users who have clicked on a paid link or ad to increase conversion rates. The focus is on landing pages and conversion paths to get more respondents to subscribe, provide leads, or make purchases. Conversion rate optimization is seen as one of the most underutilized and highest ROI activities for marketing departments. Many experts believe 2010 will be the year of increased investment in conversion rate optimization as companies assess where they derive the most value from their online marketing spend.
Big Data, Bigger Campaigns: Using IBM’s Unica and Netezza Platforms to Increa...graemeknows
Is your organization challenged by the explosion of data and increasing expectations for results? Unica Campaign Management and IBM Netezza appliances can provide capabilities to address and overcome them. This presentation offers customer case histories and performance studies that provide insights in today's world where digital and traditional channels are increasingly intertwined.
ReTargeting and the Future Of Display Advertising Arjun Dev Arora
This deck walks through the basics of display advertising including metrics, optimization levers, targeting methodologies and touches on new cutting edge technologies to help marketers reach audiences at the right time and place.
JumpTime - Moneyball for Media: Unlocking ROI with Content Value ManagementSignal Chicago 2012
The document discusses content value management solutions from JumpTime that help companies unlock ROI from their content assets. Specifically, it introduces FloPower, a new metric that assigns a monetary value to each piece of content or webpage. This value is calculated based on factors like user needs, engagement, and revenue generation. Armed with these FloPower values, companies can make optimized decisions around content prioritization, marketing budget allocation, and determining how much to pay for referral traffic. The solutions aim to help companies bridge the gap between optimization and ROI by understanding the true financial value of their digital content and networks.
Pay-per-click (PPC) advertising began in the late 1990s and allows advertisers to bid on keyword placements to display ads. Google introduced its AdWords system in 2000, allowing text ads on its search engine. Advertisers determine cost-per-click either through flat rates agreed upon with publishers, or by bidding in auctions hosted by publishers or networks against other advertisers. In bid-based models, the highest bidder wins placement, paying slightly more than the next highest bid.
Webinar how to increase conversions and lower cpa on the google display networkAcquisio
The webinar presentation provided an overview of AdMetrica's Google Display Network optimization program. It discussed key challenges with GDN campaigns, and how AdMetrica's algorithm optimizes campaigns by acting on 5 variables - keyword selection, ad placements, ad formats, bidding, and budget optimization. Case studies were presented showing how AdMetrica helped clients improve their GDN campaigns by increasing conversions while reducing costs per acquisition.
Computational Advertising in Yelp Local Adssoupsranjan
How does Yelp decide which relevant business or service to show you as an ad within 10s of milliseconds of your visit? What are the criteria and metrics by which we measure success of our ad serving system?
In this talk, the audience will learn about how Yelp figures out the best ad to show a user during his visit to Yelp: via a 2nd price auction amongst all the matching advertisers. Powering this 2nd price auction is a Machine Learning based system that predicts Click Through Rates (CTR) for all ads and an Auto-Bidding system that determines the optimal bid price for each ad per user request.
Yelp's local advertising presents challenges that are unique compared to display, social or mobile advertising. I'll motivate this via some trends and data observations. One of the interesting aspects is business categories and geolocation: How far are people willing to travel to visit a restaurant? What about professional services like plumbers: are users less or more sensitive to how far those are compared to restaurants?
I'll provide examples of how we use our open-sourced Map Reduce package (MRJob) to scale ML feature engineering and performance metric computation. I'll also provide details on our Machine Learning pipeline built using the popular open source packages: Python scikit-learn, Vowpal Wabbit and Apache Spark.
This talk would give you an in-depth overview of advertising systems, and why with increasingly sophisticated ad systems, in future we will wonder why we ever hated ads!
Peer39 provides page-level intelligence and attributes that can be used for targeting ads, including quality, safety, category, and common attributes. It analyzes factors like ad viewability based on position on the page (ATF index), and ad density (ad count). Case studies found targeting to attributes like high ATF index and low ad count improved cost-per-acquisition and conversion rates. The document discusses how Peer39 data can be used to target the right audiences in the right contexts to maximize results.
Search engine advertising (SEM) involves marketing websites by purchasing paid listings on search engines. Advertisers choose keywords that can trigger their ad and determine where the ad appears based on location, device, etc. Google determines ad rank based on quality factors like click-through rate, keyword relevance, and landing page quality. Advertisers can choose between payment models like cost per click (CPC), cost per acquisition (CPA), or cost per mile (CPM). Organizing accounts into campaigns, ad groups, and keywords helps target the right audiences.
A summary of some of the more significant changes in google adwords this year. In additon to the changes, there are tips on how to use them to better manage campaigns.
MA8 Digitaalinen markkinointi (luento 4)Joni Salminen
This document discusses conversion optimization in online marketing. It defines conversion as a user taking a desired action on a website, like making a purchase. Conversion optimization aims to increase the conversion rate by testing and improving factors like landing page design, call-to-actions, and motivation of different traffic sources. While some optimization methods like A/B testing can increase conversion rates cost-effectively, marketers must consider trade-offs and prioritize the strategies with the best returns. The conversion funnel and cost of conversion are also important frameworks for optimization.
Internet Summit - Preconference Training (2012)Dana Todd
Even the most mature search marketing campaigns can use a kick in the pants. Here are ten of the toughest problems we solve for clients on a regular basis, Includes: local search, seo crisis management, search engine optimization challenges, search for branding, paid search marketing conflicts, and more.
Digital and programmatic advertising glossaryLucio Ribeiro
Digital advertising terms are constantly evolving. This glossary defines several important acronyms and terms used in programmatic and digital advertising. Terms defined include ads.txt, ad extensions like call extensions, audience segmentation, cookie-less targeting, custom audiences using first party data, CPM/eCPM/CPV metrics, dayparting, deal IDs, DMPs, DSPs, header bidding, private marketplaces, programmatic direct, SSPs, TrueView formats on YouTube, and VAST video ad standards.
This document provides an overview of Google advertising concepts and how to set up an advertising campaign using Google's search and display networks. It discusses search targeting to reach customers searching online, contextual targeting to reach customers researching related services, and tracking ROI and performance. The summary section outlines the benefits of Google's jumpstart consulting service, which includes an initial consultation, help setting up an advertising account and campaign, and ongoing support to optimize the campaign.
1) The document discusses how paid search bidding has evolved over 15 years from simple bids placed weekly or daily to the need for continuous, data-driven bidding optimized for maximum profit. 2) It explains that true efficient bidding requires massive data analysis to continuously adjust bids based on changing consumer behavior and market demand. 3) Predictive search bidding uses big data analytics and machine learning to automate high-frequency bidding aimed at the most profitable bids rather than just maximum clicks or revenue.
DATA Targeting - Powering Display Advertisingijsid
Display advertising can be an effective alternative to search advertising by using data-driven targeting and retargeting strategies. Retargeting analyzes site visitors and targets them with personalized ads across the media network. This improves key metrics like direct traffic, organic searches, click-through rates, and gross sales. Retargeting is ideal for testing with a budget of 30,000 clicks for 3 months for sites that receive 10,000 daily unique users. It allows continuous optimization of campaigns based on cost-per-acquisition and other goals.
Digital Media - Affiliate mkt & google adwords21212com
This document provides an agenda for a presentation on digital media, including Adwords and affiliate marketing. The presentation covers goals, metrics, optimization, management, and the processes for digital campaigns. It also discusses various metrics like impressions, clicks, and conversions. Tools for affiliate marketing and Google Adwords are presented. Tips are provided for campaign optimization, including testing headlines and ads. The importance of building trust and making small changes is emphasized. The document concludes with reminders about defining offers and goals and testing continuously to improve media strategies.
Google AdWords is an advertising service by Google for businesses wanting to display ads on Google and its advertising network.
The AdWords program enables businesses to set a budget for advertising and only pay when people click the ads. The ad service is largely focused on keywords.
Digital Marketing Channel - Choosing the Right MixFahmi Mohammed
The document discusses how insurance customers now prefer multiple interaction points and channels rather than a single channel approach. It notes that over 20% of consumers use more than one channel for researching and purchasing insurance. The document then provides information on different customer profile types and recommends segmenting customers based on psychographics to better match marketing approaches. It outlines various digital marketing channels and how to track customers' journeys through different channels, emphasizing the importance of both direct response "hero" channels and branding "villain" channels.
This document discusses search engine marketing (SEM) and pay-per-click (PPC) advertising. It defines SEM as paid listings that include search engine optimization (SEO) techniques as well as PPC advertising. The major PPC platforms are Google AdWords, Bing Ads, and Yahoo Search Ads. The document then discusses how to lower the cost per click (CPC) in PPC campaigns through techniques like improving ad quality scores, expanding keyword research, refining keywords with negative keywords, and optimizing ad text and landing pages.
This document provides an introduction to paid search marketing fundamentals on Google. It discusses key areas of focus for AdWords campaigns including keyword coverage, creative structure, bids, and budgets. It emphasizes the importance of maximizing profitable keyword coverage by mirroring your website and capturing related branded and generic search terms. It also stresses optimizing daily budgets and bids to drive conversions and appear in the most profitable positions.
Google Adwords Bid Simulator Reference Guideisa-media GmbH
The document describes Google's Bid Simulator tool which estimates how an advertiser's keyword performance may change if they adjust their bids. It provides transparency into Google's auction process to help advertisers bid more effectively. The Bid Simulator estimates clicks, costs, impressions and position data based on how the keywords actually performed in the last seven days. This helps advertisers understand the potential impact of different bids without having to experiment directly. The document provides details on how to access and interpret the Bid Simulator's simulations and calculations.
Online Marketing. Marketing and E-Commerce subject at the International Master in Industrial Management.
Guest speaker: Francisco Hernández Marcos
Universidad Politécnica de Madrid
Politecnico di Milano
Kungliga Tekniska högskolan
Improving Quality Score - The Value of Being More RelevantBoris Loukanov
Quality Score is a metric used by Google to measure the relevancy of ads. It affects key metrics like impressions, ad position, and cost-per-click. Quality Score is determined by factors such as click-through rate, keyword and ad relevancy, landing page quality, and other user experience metrics. Maintaining a high Quality Score is important as it can increase exposure, lower advertising costs, and generate more conversions for advertisers.
Webinar how to increase conversions and lower cpa on the google display networkAcquisio
The webinar presentation provided an overview of AdMetrica's Google Display Network optimization program. It discussed key challenges with GDN campaigns, and how AdMetrica's algorithm optimizes campaigns by acting on 5 variables - keyword selection, ad placements, ad formats, bidding, and budget optimization. Case studies were presented showing how AdMetrica helped clients improve their GDN campaigns by increasing conversions while reducing costs per acquisition.
Computational Advertising in Yelp Local Adssoupsranjan
How does Yelp decide which relevant business or service to show you as an ad within 10s of milliseconds of your visit? What are the criteria and metrics by which we measure success of our ad serving system?
In this talk, the audience will learn about how Yelp figures out the best ad to show a user during his visit to Yelp: via a 2nd price auction amongst all the matching advertisers. Powering this 2nd price auction is a Machine Learning based system that predicts Click Through Rates (CTR) for all ads and an Auto-Bidding system that determines the optimal bid price for each ad per user request.
Yelp's local advertising presents challenges that are unique compared to display, social or mobile advertising. I'll motivate this via some trends and data observations. One of the interesting aspects is business categories and geolocation: How far are people willing to travel to visit a restaurant? What about professional services like plumbers: are users less or more sensitive to how far those are compared to restaurants?
I'll provide examples of how we use our open-sourced Map Reduce package (MRJob) to scale ML feature engineering and performance metric computation. I'll also provide details on our Machine Learning pipeline built using the popular open source packages: Python scikit-learn, Vowpal Wabbit and Apache Spark.
This talk would give you an in-depth overview of advertising systems, and why with increasingly sophisticated ad systems, in future we will wonder why we ever hated ads!
Peer39 provides page-level intelligence and attributes that can be used for targeting ads, including quality, safety, category, and common attributes. It analyzes factors like ad viewability based on position on the page (ATF index), and ad density (ad count). Case studies found targeting to attributes like high ATF index and low ad count improved cost-per-acquisition and conversion rates. The document discusses how Peer39 data can be used to target the right audiences in the right contexts to maximize results.
Search engine advertising (SEM) involves marketing websites by purchasing paid listings on search engines. Advertisers choose keywords that can trigger their ad and determine where the ad appears based on location, device, etc. Google determines ad rank based on quality factors like click-through rate, keyword relevance, and landing page quality. Advertisers can choose between payment models like cost per click (CPC), cost per acquisition (CPA), or cost per mile (CPM). Organizing accounts into campaigns, ad groups, and keywords helps target the right audiences.
A summary of some of the more significant changes in google adwords this year. In additon to the changes, there are tips on how to use them to better manage campaigns.
MA8 Digitaalinen markkinointi (luento 4)Joni Salminen
This document discusses conversion optimization in online marketing. It defines conversion as a user taking a desired action on a website, like making a purchase. Conversion optimization aims to increase the conversion rate by testing and improving factors like landing page design, call-to-actions, and motivation of different traffic sources. While some optimization methods like A/B testing can increase conversion rates cost-effectively, marketers must consider trade-offs and prioritize the strategies with the best returns. The conversion funnel and cost of conversion are also important frameworks for optimization.
Internet Summit - Preconference Training (2012)Dana Todd
Even the most mature search marketing campaigns can use a kick in the pants. Here are ten of the toughest problems we solve for clients on a regular basis, Includes: local search, seo crisis management, search engine optimization challenges, search for branding, paid search marketing conflicts, and more.
Digital and programmatic advertising glossaryLucio Ribeiro
Digital advertising terms are constantly evolving. This glossary defines several important acronyms and terms used in programmatic and digital advertising. Terms defined include ads.txt, ad extensions like call extensions, audience segmentation, cookie-less targeting, custom audiences using first party data, CPM/eCPM/CPV metrics, dayparting, deal IDs, DMPs, DSPs, header bidding, private marketplaces, programmatic direct, SSPs, TrueView formats on YouTube, and VAST video ad standards.
This document provides an overview of Google advertising concepts and how to set up an advertising campaign using Google's search and display networks. It discusses search targeting to reach customers searching online, contextual targeting to reach customers researching related services, and tracking ROI and performance. The summary section outlines the benefits of Google's jumpstart consulting service, which includes an initial consultation, help setting up an advertising account and campaign, and ongoing support to optimize the campaign.
1) The document discusses how paid search bidding has evolved over 15 years from simple bids placed weekly or daily to the need for continuous, data-driven bidding optimized for maximum profit. 2) It explains that true efficient bidding requires massive data analysis to continuously adjust bids based on changing consumer behavior and market demand. 3) Predictive search bidding uses big data analytics and machine learning to automate high-frequency bidding aimed at the most profitable bids rather than just maximum clicks or revenue.
DATA Targeting - Powering Display Advertisingijsid
Display advertising can be an effective alternative to search advertising by using data-driven targeting and retargeting strategies. Retargeting analyzes site visitors and targets them with personalized ads across the media network. This improves key metrics like direct traffic, organic searches, click-through rates, and gross sales. Retargeting is ideal for testing with a budget of 30,000 clicks for 3 months for sites that receive 10,000 daily unique users. It allows continuous optimization of campaigns based on cost-per-acquisition and other goals.
Digital Media - Affiliate mkt & google adwords21212com
This document provides an agenda for a presentation on digital media, including Adwords and affiliate marketing. The presentation covers goals, metrics, optimization, management, and the processes for digital campaigns. It also discusses various metrics like impressions, clicks, and conversions. Tools for affiliate marketing and Google Adwords are presented. Tips are provided for campaign optimization, including testing headlines and ads. The importance of building trust and making small changes is emphasized. The document concludes with reminders about defining offers and goals and testing continuously to improve media strategies.
Google AdWords is an advertising service by Google for businesses wanting to display ads on Google and its advertising network.
The AdWords program enables businesses to set a budget for advertising and only pay when people click the ads. The ad service is largely focused on keywords.
Digital Marketing Channel - Choosing the Right MixFahmi Mohammed
The document discusses how insurance customers now prefer multiple interaction points and channels rather than a single channel approach. It notes that over 20% of consumers use more than one channel for researching and purchasing insurance. The document then provides information on different customer profile types and recommends segmenting customers based on psychographics to better match marketing approaches. It outlines various digital marketing channels and how to track customers' journeys through different channels, emphasizing the importance of both direct response "hero" channels and branding "villain" channels.
This document discusses search engine marketing (SEM) and pay-per-click (PPC) advertising. It defines SEM as paid listings that include search engine optimization (SEO) techniques as well as PPC advertising. The major PPC platforms are Google AdWords, Bing Ads, and Yahoo Search Ads. The document then discusses how to lower the cost per click (CPC) in PPC campaigns through techniques like improving ad quality scores, expanding keyword research, refining keywords with negative keywords, and optimizing ad text and landing pages.
This document provides an introduction to paid search marketing fundamentals on Google. It discusses key areas of focus for AdWords campaigns including keyword coverage, creative structure, bids, and budgets. It emphasizes the importance of maximizing profitable keyword coverage by mirroring your website and capturing related branded and generic search terms. It also stresses optimizing daily budgets and bids to drive conversions and appear in the most profitable positions.
Google Adwords Bid Simulator Reference Guideisa-media GmbH
The document describes Google's Bid Simulator tool which estimates how an advertiser's keyword performance may change if they adjust their bids. It provides transparency into Google's auction process to help advertisers bid more effectively. The Bid Simulator estimates clicks, costs, impressions and position data based on how the keywords actually performed in the last seven days. This helps advertisers understand the potential impact of different bids without having to experiment directly. The document provides details on how to access and interpret the Bid Simulator's simulations and calculations.
Online Marketing. Marketing and E-Commerce subject at the International Master in Industrial Management.
Guest speaker: Francisco Hernández Marcos
Universidad Politécnica de Madrid
Politecnico di Milano
Kungliga Tekniska högskolan
Improving Quality Score - The Value of Being More RelevantBoris Loukanov
Quality Score is a metric used by Google to measure the relevancy of ads. It affects key metrics like impressions, ad position, and cost-per-click. Quality Score is determined by factors such as click-through rate, keyword and ad relevancy, landing page quality, and other user experience metrics. Maintaining a high Quality Score is important as it can increase exposure, lower advertising costs, and generate more conversions for advertisers.
The document discusses optimizing a PPC account structure. It recommends structuring campaigns based on location, keywords, bidding strategy, or ad scheduling. The account structure should be easy to manage and continuously reviewed to improve goals. Keywords, landing pages, and bids should also be optimized to improve click-through rate, relevance and quality score. Measuring success relies on goals like return on ad spend and market share.
Google adwords advance program in details e briks infotechebriksinfotech
The document provides an agenda and overview for a training on Google AdWords advanced tactics. The morning session covers creating and managing AdWords accounts, developing keyword lists, and creating compelling ad text. The afternoon covers tracking performance, optimization, using the Google display network, and best practices. It discusses topics like campaign and keyword structure, keyword research tools, ad variations testing, conversion tracking, reports, bidding and optimization techniques.
Optimizing Your Digital Marketing CampaignsIdea to IPO
Arjun Dev Arora, founder and chairman of ReTargeter, provides an overview of optimizing digital marketing campaigns. He discusses core metrics like impressions, clicks, conversions and their importance in measuring campaign performance. He also covers core dimensions to optimize like inventory sources, creatives, time of day and landing pages. Additionally, he outlines intelligent spending approaches like CPM, CPC and CPA models. The document provides execution and optimization best practices including testing creatives, using first party data and real examples testing time of day targeting.
ADSPACE Tools and Technologies — Andrew Silvermanadtech_fan
Google's Conversion Optimizer is a multi-dimensional bid management tool that optimizes bids across multiple factors like location, device, and content to improve campaign performance and lower costs. It analyzes over 30 factors beyond just keywords to avoid unprofitable clicks and get more conversions at a lower cost per action. On average, campaigns see a 21% increase in conversions and 14% decrease in cost per action. It's easy to set up and works on both search and content campaigns that meet the minimum conversion requirements.
ADSPACE_Tools and Technologies — Andrew Silvermanadtech_fan
Google's Conversion Optimizer is a multi-dimensional bid management tool that optimizes bids across multiple factors like location, device, and content to improve campaign performance and lower costs. It analyzes over 30 factors beyond just keywords to avoid unprofitable clicks and get more conversions at a lower cost than simple bid management. Advertisers using Conversion Optimizer see an average 21% increase in conversions and 14% decrease in cost-per-acquisition. It's easy to implement and free for AdWords advertisers.
Beating the competition at the AdWords bidding game is not an easy task. Many advertisers choose to automate bids using Google AdWords or a dedicated third-party tool, BUT neither option is a perfect fit for everyone. So what's the best bid strategy for you?
In this on demand customer webinar, WordStream's PPC experts will guide you through how they think about bidding, and how you can apply our strategies to your own campaigns. We'll share actionable advice to help you conquer AdWords bidding! You'll learn:
- How to crush your AdWords competition & save money
- Signs & signals used to adjust your bids
- And so much more!
Watch this webinar today and learn a successful bidding strategy that will help you beat your AdWords competition once and for all.
Google AdWords allows advertisers to bid on keywords to display brief ads. Advertisers choose keywords and bid the maximum cost per click. Google compares bids based on factors like click-through rate and ad relevance to determine ad rankings. Advertisers should set bids based on their conversion rate, which is the click-through rate multiplied by the average customer lifetime value to optimize costs.
This document provides an overview of Google AdWords and how to set up an effective AdWords campaign. It explains that AdWords allows targeted advertising that can drive traffic and sales in a cost-effective manner. It then outlines how to choose relevant keywords, organize them into ad groups, write effective ad text, set up an AdWords account, and select appropriate bids and budgets to maximize returns. Key performance metrics and terminology are also defined in a glossary.
This document provides an overview of artificial intelligence and machine learning applications in pay-per-click advertising. It defines AI and machine learning, and gives examples of how they are used in automated bid management, attribution models, ad rotation settings, and new AdWords experiences. The document also discusses future AI uses in Google Optimize and attribution, and reviews several AdWords automated bidding options like Target CPA, Target ROAS, and Enhanced CPC. It notes that machine learning uses contextual signals to optimize bids. In closing, it mentions coming AI applications to BingAds and new attribution modeling features in AdWords.
The document discusses internet marketing strategies like search engine marketing (SEM). It summarizes that SEM involves generating keywords, writing targeted ad copies, and determining the best performing combinations of ads and landing pages. Successfully matching keywords, ads, and pages can increase returns. However, manually optimizing large portfolios is difficult. This can lead to average strategies, lower quality scores, and eventually declining campaign performance over time if not properly optimized.
The document discusses internet marketing strategies like search engine marketing (SEM). It summarizes that SEM involves generating keywords, writing targeted ad copies, and determining the best performing combinations of ads and landing pages. Successfully matching keywords, ads, and pages can increase returns. However, manually optimizing large portfolios is difficult, so most campaigns rely on averages, hurting performance over time through cascading effects on quality scores, positions, volumes, and returns. The key is optimizing each combination separately.
Creating a social media strategy for a tourism business | Block 1: Basics of ...Francisco Hernandez-Marcos
Creating a social media strategy for a tourism business
Block 1: Basics of online marketing
International Master in Hospitality and Tourism Management
ESCP Europe - Cornell University School of Hotel Administration
This document discusses data driven display advertising and programmatic buying. It provides 5 steps for achieving real-time, relevant display ads through programmatic buying. The steps include: 1) Setting the right KPIs, 2) Choosing creatives that fit the target audience and goals, 3) Directing media buying, 4) Reaching known audiences through retargeting, and 5) Measuring, understanding, and improving through attribution modeling that accounts for assisted conversions in addition to last-click conversions. The document emphasizes that display advertising contributes to branding and awareness goals in the upper funnel and can increase name recognition and conversions over the long term.
Solving the problem of brand keyword CPC increases on Google and aberrant ind...Keyade
Over the past months, Keyade consultants have observed an unusual and inexplicable increase in Google's Cost Per Click (CPC) on exact brand keywords. While accustomed to minor algorithmic changes by the Internet giant (Google makes over 500 changes a year to its algorithm), our Keyade consultants tested the various parameters that are taken into account when calculating an ad's quality score (QS).
The document discusses different bidding strategies for online advertising campaigns, including cost-per-click (CPC), cost-per-thousand impressions (CPM), and conversion optimization. It explains that CPC bidding is best for getting website traffic, CPM bidding focuses on brand awareness, and conversion optimization aims to get customer actions like leads or purchases. The document also provides tips for implementing bidding strategies like starting with automatic CPC bidding, using conversion tracking, and analyzing keyword performance to optimize bids.
This document discusses various topics related to paid search marketing, including:
1) Using modified broad match keywords to capture long-tail search queries on Google AdWords.
2) Obtaining keyword-level data for phone call conversions by implementing session-based keyword-level call tracking and analytics.
3) The basic behavioral differences between desktop, tablet, and mobile users for device targeting in paid search.
4) Emerging techniques for next-generation search retargeting beyond traditional retargeting approaches.
When one of the most innovative digital marketing firms needed to help a top 10
global automotive company improve its national online marketing and advertising campaigns, it knew where to turn. Understanding that proper measurement is the key to improving any online marketing campaign, the agency tapped some of the most
advanced attribution technologies on the market to help.
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4. Do you ever wonder … ?
… if I increase my Max CPC bid from $2 to $3, how many more clicks
can I expect to get?
… how many more impressions can I expect to get?
… how much would the clicks costs?
… how can I bid more effectively?
5. Bid Simulator Overview
What is the Bid Simulator?
• A feature of the new AdWords Interface that estimates the
click, cost and impression data that ads would have received in
the last seven days if advertiser had set different maximum CPC
bids
• Provides transparency and simplicity with regards to the bidding
process
5
6. Bid Simulator | Accessing the tool (step 1)
Accessible in the Keywords tab in the Max. CPC column.
Sign into your account, and you are ready to begin.
7. Bid Simulator | Accessing the tool (step 2)
Click the bid simulator icon
in the Max. CPC column next
to the bid of any keyword
you would like to see data
for. You can only view
simulations for one keyword
at a time
8. Bid Simulator | UI – Scenario 1
Scenario 1:
Your keyword receives adequate traffic: shows the estimates of clicks,
cost and impressions for several bids
Date range of simulation
Current bid
9. Bid Simulator | UI – Scenario 2
Scenario 2:
Your keyword receives lower traffic: shows the estimates of impressions
only
Date range of simulation
Current bid
10. Bid Simulator | UI – Scenario 3
There are no estimates for a keyword that does not meet any threshold, either
because the keyword was recently added or the bid is too low to receive any
impressions. Therefore, an icon will not appear next to the keyword
Simulations only available for keywords
‘google store’ and ‘usb drive’
11. Bid Simulator | How does it work?
Your quality score
Your competitors’ bids and their quality scores
We know Amount of traffic search network received last week
Probability of a click on your ad given its position
Google’s auction system
The number of impressions for which your ad would have shown
We The number of clicks you would have gotten for those
estimate impressions
The cost of those clicks
12. Bid Simulator | Advantages
What are the advantages for the advertiser?
• Simplifies bidding and makes it easier, no 3rd Party tool required
• Eliminates the need for constant trial and error currently
needed to figure out the results of different bids
• Adds transparency into AdWords
13. Bid Simulator | Things to note
When a new keyword is added or a campaign started,
simulations are generated when enough click or impression data
Bid simulator does not simulate conversions or predict future results
Data gets refreshed once a day
Simulations are for Google.com and search partners only
Bid changes do not hinder our ability to simulate
For broad match keywords, the # of impressions and clicks can
change dramatically with each bid.
13
15. Which clicks are most valuable?
• Without conversion data:
Keyword Impressions Clicks Average CPC Cost
“Roses” 1,000 50 $1.00 $50
“Flowers” 2,000 30 $1.00 $30
Conversion data tells you:
Keyword Conversions Cvr % Cost / conversion Profit / conversion (@
(CPA) $7 margin)
“Roses” 10 20% $5.00 $2
“Flowers” 3 10% $10.00 $-3
CPC bid for flowers
is too high!
16. Conversion Tracking
Track ROI and make smarter decisions, for free
• Correlate ad clicks to custom
conversion metrics
• Easily set up tracking for sales,
sign-ups, leads, and page-views
• Measure conversion value of
campaigns, ad groups, and/or
keywords and optimize bids
accordingly
• Track Google and non-Google ads
17. Conversion Tracking
• Track ROI and make smarter decisions, for free
– Correlate ad clicks to custom conversion metrics
– Easily set up tracking for sales, sign-ups, leads, and page-views
– Measure conversion value and optimize bids accordingly
– Track Google and non-Google ads
User Clicks Google Cookies Advertiser Account
User Purchases
on an Ad the User Updated
18. Implementation
• Go to Tools/Conversion Tracking
• Set-up wizard helps you choose
conversion type, customize text
image, and generate code.
Five
conversion
types
19. Implementation
• Choose Language & Security
• AdWords automatically generates
code
• Webmaster can copy & paste code
from AdWords onto Conversion
Pages, then publish onto the live site
• With a live campaign and live code, Code
conversion data automatically
populates your account
Language Selection
20. Conversion Tracking Facts
• Cookies last 30 days
• There are 5 conversion types: sale, lead, sign-up, page view & other
• New code is needed for each conversion type
• It only tracks conversions through AdWords traffic
22. Conversion Tracking
Free tool helps you track ROI and make smarter online advertising decisions
•Easy set up by placing a small
snippet of javascript into your
confirmation page
•Measure the conversion value
of your campaigns, ad groups
and keywords
•Use the conversion data to
make better bid decisions
Makes bidding easier, but
manual work (CPC) still required
23. How Conversion Optimizer works
1 You provide a Max CPA
bid for each ad group
2 Conversion Optimizer considers many factors…
user location
query performance …in order to calculate a
predicted conversion rate for
partner sites
each auction (based on
more . . . historical data). . . .
Then finds the optimal equivalent CPC bid for your ad each time it's
3
eligible to appear
4 Max CPA is combined with the
Predicted Conversion Rate and Quality Score to produce Ad Rank
24. Conv. Optimizer: free AdWords feature for managing CPA bids
• Specify a Max CPA for each
ad group
• The Conversion Optimizer
automatically finds optimal
CPC bids for each auction
• Uses historical information
about your campaign
• You still pay per click, but
you no longer have to
manually adjust your bids to
reach your CPA goals Set a Max CPA
bid for an
AdGroup
25. Eligibility
• Advertisers who have Conversion Tracking enabled and 10+ conversions in
the last 30 days for eligible campaigns.
• Stable conversion rate with no major recent changes (such as those caused
by redefinition of conversion event or moving of conversion tracking code)
26. Conversion Optimizer Benefits
Save time. Set your max CPA, and Conversion
should I
WHY use it?
Optimizer will automatically adjust your CPC bids for
each auction
Save money. Conversion Optimizer uses different bids
in every ad auction, allowing you to spend more
money in situations where you’re likely to get
conversions
Free. Third-party bid management tools are
expensive!
Access lots of inventory. Allows you to advertise on
both the search and content networks
Easy to try! If you turn off Conversion Optimizer,
previous CPC bids automatically restored
27. Conversion Optimizer Interesting Facts
• Multi-dimensional Bid Management tool which can improve your campaign’s performance
• Works on both content and search
• Available to campaigns using AdWords Conversion tracking which have received 10
conversions in the past 30 days
• No additional charge for AdWords advertisers
• Campaigns adopting CO achieve a 20.7% increase in conversions and 14.1% decrease in
CPA*
Optimizes your
placement in each Gets you as many Gets you more
ad auction to profitable clicks conversions at
avoid unprofitable as possible lower costs
clicks
* Source: detailed analysis in Feb 2009 completed by Paul Liu, a Senior
Economist on at Google. Campaigns who have adopted Conversion
Optimizer are compared to a control set of comparable campaigns
28. Simple vs. Multi-dimensional Bid Management
Simple Bid Management Multi-dimensional Bid Management
• Varies bids by keyword (only) • Considers many other factors that
indicate the value of a click
• No other factors taken into (Examples: user location, match
account quality, user query, content site, etc.)
• Examples: manual bid • Optimizes performance in real time
management, 3rd party bid based on the specific characteristics
management of each auction
• Opportunity to achieve much better
performance
Google Conversion Optimizer
29. Keyword is not the only predictor of conversion rate
Conversion Optimizer considers many other auction factors in
optimization, including:
• Broad vs. exact match
Search targeting • Particular broad-match query
• Search partner site
• Content site “topic” Factors
Content targeting • Match quality between ad and content unavailable to
• Actual content site simple bid
management
• User location
• Browser
User attributes
• Operating system
• Language setting
30. 10 Important things to know about the Max CPA bid
The Max CPA bid is similar to the Max Don’t set too low of a bid, particularly
1 CPC bid – the most you want to pay for
a conversion 6 when you first turn on Conversion
Optimizer. A very low bid is likely to
Although you are bidding with a CPA, with reduce traffic.
the Conversion Optimizer you still pay
2 per click. It is like being charged a little
7
Monitor and tweak your Max CPA bids
as you would any other bid, to get the
piece of your CPA for each click most profit from your campaign.
A Max CPA is not an average or target. Change your Max CPA as often as you
Your average CPA will usually be less
like. If you’d like more conversions, raise
3 than your bid. (Just as if you bid a Max
CPC and your average CPC is less than
8 your bid. If you’d like a lower average
this, you might bid a Max CPA and get an CPA, lower your bid.
average CPA below this.) Your average depends on factors outside
Google's control, so your actual CPA
You should start with the recommended
bid presented when you first turn on
9 may sometimes exceed the maximum
4 Conversion Optimizer. Raise and lower
your bid once you have some data to
CPA you specify
Experiment and find out what works best
optimize your performance. 10 for you!
You can set a different Max CPA bid for
5 each ad group
31. 10 Tips for Conversion Optimizer success
Start with the recommended CPA bid Don’t make huge changes to a
1 and modify your bids often to find your
“sweet spot”. 6 campaign while running Conversion
Optimizer. (Example: deleting all ad
groups and replacing with new ones.
It’s easy to try, so try it out. If you choose
to turn off the Conversion Optimizer, your Do make small changes to your
2 campaign will revert to the previous CPC campaign that fit your business needs.
bids you were using. 7 (Examples: adding/deleting keywords,
changing creative, changing landing
Use the Conversion Optimizer with
page.)
existing campaigns. The longer a
3 campaign has used conversion tracking,
the more data the Conversion Optimizer
Don’t remove your conversion tracking
code from your website or move it to a
has available. 8 different location while running Conversion
Optimizer.
If you don't have a campaign yet, but want
to try Conversion Optimizer, create a new Raise your Max CPA bid if you want to
CPC campaign and let it run for a few increase traffic and conversions. Lower
4 weeks with conversion tracking. Then
turn CO on, but keep in mind performance
9 your Max CPA bid if you want to lower
your average CPA. Traffic will likely
will improve over time as CO gets more decrease.
data.
Compare your CPA and # conversions
Keep in mind that changes in ad before and after using Conversion
performance are natural, and you may 10 Optimizer so you know how much
5 need to use the Conversion Optimizer for
some time to get an accurate
improvement it made on your campaign.
understanding of its effects.
34. Enabling Conversion Optimizer: Step 3
Select the option “Focus on Conversion” to use Conversion
Optimizer and click “Save”’
35. Use recommended bid or customize your bid: Step 4
You can start with the recommended bid or create a custom bid
It can be good idea to start with the recommended bid and then tweak the bid up
and down to find the ideal spot for you
36. Conversion Optimizer Tips
• How to best structure campaigns?
• Each Conversion Optimizer campaign should have products and
services that are related
• Don’t create excessive number of AdGroups
• Don't create new campaigns
• How do I get more conversions?
• Turn on Content Network
• Add more keywords
• Increase CPA bid
• Any tweaks to increase CTR or conversion rate, including changing the
ad creative and landing pages
37. Only works with Conversion Tracking
Question
Our company doesn’t use AdWords Conversion Tracking. Can I use
Conversion Optimizer with Google Analytics or a third-party product?
Response
Conversion Optimizer requires AdWords Conversion Tracking. Keep in mind
that you can use AdWords Conversion Tracking along with other conversion
tracking systems. For instance, many of our customers have Google Analytics
and AdWords Conversion Tracking tags on their conversion pages.
38. Conversion Optimizer: Increases profit and saves time
•Increases your profits
Multi-dimensional
Bid Management for
AdWords better
matches ads with
customers
Easy to use
Improves AdWords’
ease of use with
less time spent
managing bids
No additional charge for AdWords
advertisers
No extra fees or
new interfaces to
learn
39. Resources
•Conversion Optimizer website
http://www.google.com/adwords/conversionoptimizer/
•Conversion Optimizer video
http://www.youtube.com/watch?v=ynMJyem7lSM
•Product FAQs
http://adwords.google.com/support/bin/topic.py?topic=12045
URL to complicated?
Just search for “Conversion Optimizer” on Google or YouTube