1) Target Your Ads
2) Control Your Costs
3) Measure Your Success
4) Manage Your Campaigns
AdWords Editor: Edit campaigns offline to re-upload to account
Search Network: Google Search, Maps, Shopping, Partner Websites, & More.
Display Network: Google Finance, YouTube, Blogger, Gmail, Partner Sites
Keywords: Words or phrases that describe your product. A max Cost Per Click (CPC) for each keyword
Ad Extensions: Expand information available from your ad including additional URL, Map, Phone #, or Download Button. No extra charge for extension but charged for interactions as you normally would for the rest of the ad. Up to 6 URL's. Increases ad prominence. Minimum Ad Rank required.
Prominence: Estimation of ad's visibility on search results page. Examples: higher ad position and ad formatting. Primarily measured by average change in CTR Click Through Rate
Ad Rank: A Value used to determined ad position and appearance frequency. Calculated with bid, quality score, and expected impact of ad extensions. Doesn't take into account auction-time factors.
Quality Score: Expected CTR, Relevance, & Landing Page UX
CPC: Cost Per Click Bidding
CPM: Cost Per 1,000 Impressions (Awareness)
CPA: Cost Per Acquisition: Conversions. Specific actions on your website after clicking your ad link. Actual amount you may be charged can vary due to factor's outside of Google's control. However, adjusts over time to minimize going over bids.
Manual Bidding: Full control over bids at Ad Group level, individual ads, or for specific keyword
Actual costs may vary auction to auction
Visibility: Display ad must be at least 50% visible for at least 1 second. Video ad must be at least 50% visible for at least 2 seconds.
Active View Enabled: websites offer viewable CPM bids for display ads. Make sure your ads are being seen!
Campaign Type: Where your ads can show and format
Campaign Sub-Type: Settings, Options, Specific Goals. (Standard, All Features, or Marketing Objectives).
Search Network Only: Ads show up throughout sites on Google Search Network. Links AdWords keywords to words or phrases someone uses on Google Search. Shows relevant text ads on search results pages.
Display Network Only: Ads displayed throughout Google Display Network. Matches your text, images, videos, or rich media ads to websites and other placements like YouTube & Mobile Apps w/ content related to your targeting. 2 Million websites reaching 90% of Internet users.
Search Network w/ Display Select: Both options utilized
Read PART 2 Now!
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Michael J. Schiemer of Schiemer Consulting
Enthusiastic Entrepreneur & Owner of Bootstrap Business
Digital Marketing, Social Media, SEO & Startups on a Budget
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