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
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
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
The show Network will facilitate advertisers to do the following:
• Use appealing ad formats to achieve a broad vary of consumers with
• 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 have 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
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 “bunk
bed,” 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
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 advertisements
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
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 Score
Are 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 gives 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 an
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
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.