Adwords google certification 2019

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06 August 2019

12:23

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.

Search Network

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

Display Network

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 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

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

Example

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

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 advertisements

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 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

(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.

Example

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.

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