06 August 2019
Google’s advertising networks
As you read through this section of the study Manual, think about the following scenario:
Acme signed a brand new client, Fiona, who makes and sells furniture. Fiona’s company, Fine Furniture, is going to be launching a brand new line of furniture for kids and she’s asked you to develop a promotion plan which will increase the Consciousness of the products.
Which of Google’s advertising networks Would you advise Fiona to show her ads on?
- Given you know about the advantages.
- Given that you know about the advantages of on-line advertising and AdWords,
- Let’s take a closer look at where one can advertise.
- About Google’s advertising networks with AdWords, your advertisements can show on one or both of Google’s advertising.
- Networks: the Google Search Network along with the Google Display Network.
- The campaign kind you choose determines which of those networks your advertisements will appear on.
The Search Network includes Google Search, other Google sites like maps and searching, and hundreds of non-Google search partner web sites (like AOL) that show AdWords advertisements matched to search results page.
The Search Network can assist advertisers do the following:
• Show their text advertisements next to Google search results page
• Attain customers actively searching for their specific product or Support.
The Display Network carries a collection of Google sites (like Google Finance, Gmail, Blogger, and YouTube), partner sites, and cellular sites and applications that show AdWords advertisements matched to the content on a given page.
The show Network will facilitate advertisers to do the following:
• Use appealing ad formats to achieve a broad vary of consumers with broad interests.
• Construct brand consciousness and client loyalty.
• Increase engagement with customers.
• Choose specifically where their advertisements can appear, and also to what types of audience.
Wherever your advertisements can appear to know just how AdWords works, you’ll want to familiarize yourself with a few of the major building blocks: wherever your advertisements can appear, the quality of your advertisements, and what you cover them. You’ll learn about each of these in this module and also the ones that follow.
As you heard in a previous module, your advertisements can appear in different places throughout the internet, depending upon how you target your advertisements, to whom you decide to show them and the types of advertisements you produce to understand how your advertisements are shown on the Search Network, let us take a closer look at key words.
You’ll use keywords — words or phrases that describe your product or
Service — to target your advertisements. When someone searches for terms that are comparable to your keywords, your advertisements can appear alongside or above search results on sites that are a part of the Search Network. Your ad might be eligible to appear based on the similarity of your keywords to their search terms, as well as your keyword match types, which we will explain in more detail later. Keywords also help determine just how much you pay. Each of your keywords has a maximum cost-per-click bidding amount which specifies the highest amount you’re willing to pay every time someone clicks your ads Search ad formats.
It is also important to think about the several types of advertisements which may appear on Search Network sites:
• Text advertisements! The simplest and most common sort of search ad, text advertisements are made up of a headline, a display URL that shows the address of your web site, and a description.
• Ads with extensions: Ad extensions are visual enhancements to search advertisements that prominently display details about your business, like a telephone number, location, or hyperlinks to other pieces of relevant content from deeper within your sitemap. You can add these enhancements, which frequently appear in advertisements over the search results, manually or they’ll be added by our machine-driven format systems.
Showing your advertisements on internet sites across the internet you may also decide to show your advertisements to individuals as they browse the web.
Your advertisements can appear on specific sites or placements which you choose, or on web sites based on the targeting techniques which you opt for, like keywords, placement, audiences, and topics. Keywords can activate your ad to show on sites, which are sites across the Internet where your advertisements can appear. Google automatically determines where your advertisements appear by matching your keywords to these placements or you can select specific placements yourself to get increased control over where your advertisements appear.
Additionally to keywords, you may use distinct Display Network targeting options to show your advertisements to specific groups of individuals based on their interests, age or gender, or when they’ve previously visited your web site. We are going to go over these options in greater detail later.
Display ad formats
Given that you know more about the way your advertisements can appear on the display network, let’s look at the different ad formats that you may use. In addition to the text advertisements which you’ll see on Google search, sites on the Display Network show other kinds of visually engaging advertisements, too.
Here’s a listing of ad formats you can use on the Display Network:
• Text ads
• Picture ads
• Video ads
Antoine, the associate degree account planner at Acme, has started building a promotion plan for Fiona’s brand new furniture line to help her achieve customers on the Google Display Network. Here’s the way:
• Add keywords about children’s furniture, such as “bunkbed,” and Fiona’s advertisements are mechanically matched to a blog about home decoration.
• Identify sites that cater to moms and kid’s decoration that Fiona wants her advertisements to show on, and add these sites as placements.
Showing your advertisements on cellular cell phones reach prospective customers as they search or visit web sites on the go –researching or finishing purchases on their cellular cell phones, for example. Here are the different locations your advertisements can appear:
• Text advertisements can appear when people search on Google along with other search Network from their cellular devices.
• Text, image, and video advertisements Could appear on Display Network websites when people visit these sites by a high-end mobile phone (such as I Phones, Android apparatus). Showing your advertisements to particular audiences.
You may also show your advertisements to people in chosen locations, who talk a Specific terminology, or to certain groups of people.
In case you’ve text advertisements, you can choose to show them to clients in an entire country, a particular geographical location, and to clients who use names of locations in their searches. You may also target your Campaigns to the languages your prospective clients talk.
The quality of your advertisement scenario
As you scan through this section of the study guide, think about you’d approach the following:
Fiona wants the site landing page for all of her advertisements to proceed to the home page of fine Furniture’s web site. The home page, however, isn’t very client-friendly
— it is not clear how to navigate the Website, there are too many pictures and some of the sales statements are obsolete.
In addition, the home page isn’t relevant to all the advertisements Antoine is planning to have the agency’s creative director design.
What might you tell Fiona about the Value of the Website landing web page experience?
- Comprehending the Quality Score and Ad Rank.
- Greater quality advertisements might lead to affordable prices and better ad positions.
- To give you a much better understanding of how ad quality works on AdWords,
We are going to go over the Quality Score and Ad Rank. The Quality Score reported in Your account is an estimate of the quality of your advertisements and squeezes pages triggered by that keyword in auctions through the day. Ad Rank determines the sequence wherein your ad shows up on the page (also known as ad position).
The components of ScoreAre expected click-through rate(CTR), ad significance, and landing page experience. Each keyword gets a Quality Score on a scale from 1 to 10, where 1 is the cheapest Score and 10 are the greatest.
Why does your ad quality thing?
The more important your advertisements and squeeze pages would be to the user, the more likely it’s that you’ll have a quality Score and benefit From having high-quality components of your Ad Rank, like a higher ad position or reduced cost-per-click (CPC).
Bear in mind the Quality Score is intended to give you an overall feeling of the caliber of your advertisements but doesn’t take into account any auction-time factors, like someone’s actual search terms, kind of apparatus, language Preference, location, or the time of day.
Ad Rank, however, will take into consideration auction-time factors and determines where your ad appears on the page or if it appears at all. Every time one of your advertisements competes in the auction, AdWords Assessing your Ad Rank using your bid amount, the components of quality Score (anticipated Click-through Pace, ad significance, and landing web page Experience), and the anticipated impact of extensions along with other ad formats.
Does this mean that greater bidding can always lead to a greater ad position?
No. Even when your competition has higher bids than yours, you may still acquire a greater ad position at a lower price by using extremely relevant keywords, advertisements, and ad extensions what you pay AdWords give you control over your advertising prices and there’s no the minimum amount that you’ve to invest. Instead, you set a daily budget and select how you’ll invest your money.
Choosing a bidding strategy
Selecting how you’ll spend your money means picking how you’d like to bid. Try Picking a bidding strategy based on your Objectives, like whether you would like to concentrate on getting clicks, impressions, or conversions.
We’ll discuss your bidding options in greater detail later, but here is a summary of the strategies:
• Cost-per-click (CPC): If You Want to concentrate on clicks on your advertisements and drive visitors to your web site, you’ll want to use CPC bidding.
• Cost-per-thousand impressions (CPM): If You Want to concentrate on impressions — the number of times your ad shows — and increase Consciousness of your brand, you’ll want to use Price per mille bidding. Notice that price per mille bidding is available for Display Network campaigns only.
• Cost-per-acquisition (CPA): If You Want to concentrate on conversions –Which is when folks take a specific action on your website after clicking on one of your advertisements — you’ll want to use CPA bidding. Setting a daily budget your Everyday spending budget is the amount you’re willing to spend every day, on average, for every single advertising campaign in your account. The amount is completely up to you personally, and you might edit it when you prefer.
Whenever you set your bids, then you set the maximum amount you’re willing to pay for either 1 click your ad, 1,000 ad impressions, or one conversion.
Your actual costs will probably vary from auction to auction. But even though your real costs might change, your everyday spending budget puts a limitation on how much you can accrue in prices over the average number of days in a month(30.4).
How much you’re charged the final amount you’re charged depends upon what kind of bidding the strategy you select.
If you’re using CPC or Price per mille bidding, the real amount you’ll be charged is no longer than what’s necessary for your ad to appear higher in contrast to the Advertiser instantly below you.
If you’re using CPA bidding, the real amount you’ll be charged might exceed your specific bid since the actual amount depends upon factors beyond Google’s control, such as modifications to your website or advertisements, or increased competition in ad auctions. bear in mind that our system is designed to adjust with time, so the longer you use CPA bidding, the less likely it’s your real CPA will exceed your specific bid.
Antoine advises that Fiona’s cause ought to use the CPM bidding strategy. After Antoine explains how CPM bidding works, Fiona desires to understand what proportion she’ll be charged.
Let’s say the most quantity Fiona desires to bid is US$2.00 and alternative advertisers’ bids for a similar ad position square measure US$1.50 and US$1.75. Fiona won’t be charged more than what’s needed for her ads to look above the advertiser bidding US$1.75.