GOOGLE ADWORDS CAMPAIGN MANAGEMENT

Create and edit campaigns, ads, keywords, and Display Network placements. Get a quick sense of your account’s performance over time by viewing the performance summary graphs and tables of campaign statistics.

The¬†Campaigns¬†tab is where you’ll likely spend the most time in your AdWords account. From here you can:

Receive alerts: You may see an alert box tinted yellow, green, or red. These alerts provide important information about your account and about new AdWords features – such as a declined payment.

Create a new campaign: Click the New campaign button on the table to create a new campaign.

Change campaign status and settings: Pause, resume, or delete campaigns, or edit campaign settings by checking the box to the left of one or more campaigns and then selecting one of the buttons above the table.

Review the list of campaigns:

  • Campaign: A list of your campaigns. Click the name of any campaign to see the ad groups within that campaign and any other relevant statistics.
  • Budget: The current daily budget of each campaign.
  • Status: The status of each campaign. A campaign’s status can be Enabled, Paused, Deleted, Pending, or Ended:
    • Enabled: Set to run normally
    • Paused: Temporarily suspended and not currently running
    • Deleted: Deleted and no longer running
    • Pending: Not yet started running
    • Ended: No longer running as end date has already passed

    Your campaign might also be:

    • Limited by budget: View budget recommendations (if applicable) for campaigns that are missing impressions due to meeting their budget regularly.
  • Clicks: The clicks accrued for the ads in each campaign
  • Impr.¬†(impressions): The number of times the campaign’s ads have been displayed on Google or on sites in the Google Network
  • CTR¬†(clickthrough rate): The number of clicks divided by the number of impressions that the ads have received. This is expressed as a percentage: 2 clicks for 100 page views equals a 2% CTR.
  • Avg. CPC¬†(average cost-per-click): The average cost accrued for clicks on the ads within that campaign.
  • Cost: The total costs that a campaign has accrued during the time frame you selected.
  • Avg. Pos.¬†(average position): This refers to the average position on a search result page that an ad appears in when it’s triggered by that keyword.
  • Conv. (1-per-click)¬†(conversion rate): How many users click turned into actual conversions for the advertiser. Conversion rate equals the number of conversions divided by the number of ad clicks. This applies only to users who have set up¬†conversion tracking.
  • Cost/Conv.¬†(1-per-click): The total cost divided by the total number of conversions. This tells you how much each conversion costs. This applies only to users who have set up conversion tracking.
  • Conv. rate¬†(1-per-click):¬†Number of conversions divided by total clicks. This tells you your conversion rate. This applies only to users who have set up conversion tracking.

Here are the key features of the Campaigns tab:

    • Account tree: Use this menu beside your account pages to switch between campaigns and ad groups.
    • Performance summary graphs: Use these custom graphs to compare trends on every level of your account. Click the “Change Graph Options” link to see data points like clicks, impressions, and average position or to compare two of these metrics at once.
    • Networks tab: This is where you manage your placements. You’ll also see the summary statistics for both your Search and Display Networks.Campaign roll-ups: ‘Roll-up’ views let you see and edit all of a campaign’s keywords, placements, or ads in one place, instead of finding and changing them ad group by ad group. You’ll find roll-up views on the¬†Keywords tab¬†and¬†Networks tab¬†of your account.
    • Dynamic help content: Help sections display the FAQs you most likely need for the page you’re viewing. Of course, you can also always click the “Help” link in the top corner of your account to see the full AdWords Help Center.

The system will favor ads that have a combination of a high click-through rate (CTR) and Quality Score.

What is inline editing?

“What do I want to achieve with this campaign?”

Some effective ways to organize your campaigns are by:

  • Theme or product line (coffee products, tea products, gift baskets)
  • Your website’s structure, such as by categories (purchase, learn, signup)
  • Different brands (X, Y, and Z)
  • Geography (New York, Chicago, and United States)
  • Language (English, Spanish, German)
  • Distribution preference (search engines only, Display Network sites only, or both search and the Display Network)
  • Budgets (different budgets per product line)

KEYWORD TOOL:

http://support.google.com/adwords/bin/answer.py?hl=en&answer=2470029&from=160320&rd=1

What is the display network?

“Flexible reach'”

Ads should:

  • Clearly and accurately represent your site.
  • Emphasize the unique benefits of your product or service.

Text ads are the most basic type of AdWords ad. They’re sometimes known as “sponsored links” because the title links to a website.

25 characters for the title, 70 characters for the ad text, and 35 characters for a display URL. On Google, this is displayed on four lines: a title, two lines of ad text (each with 35 characters), and a URL line. However, the format may differ from Google partner sites.

image ads combine two powerful features — graphics and proven AdWords targeting technology. This gives advertisers the power of pictures along with the precision of matching ads to related Display Network sites.

(image ads can only run on Google Display Network Placements

  • Don’t exceed 50 characters
  • Include an image description
  • Include the campaign or ad group name

Video Adwords results in enhanced online branding and cross-promotional advertising campaigns.

Display Ad Builder to create a video ad. ¬†Mobile ads must lead to a¬†mobile website. You can also choose to add a ‘Call’ link to the end of your mobile text ads, so users can call immediately instead of visiting your mobile website.c

Rich media ads include video ads, Flash animated ads, and ads that mix text and animated content and designs to more actively engage a web user.

Rich media display ads will only be shown on the Google Display Network, not on Google search results. Content providers must opt into showing specific display ad sizes and formats before they can appear on their site.

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