CAMPAIGNS
An settings at campaign level is daily budget, which allows you to set a maximum daily budget for your campaign. You can have multiple campaigns region-wise to save cost. If your audience is move in Mumbai, then you must keep the budget higher for Mumbai, and lesser for the other regions. Also, the bidding rates for keyword will be different markets.
For instance, rates are likely to be higher in metro cites such as Mumbai as compared to tier-2 city. a company targeted the the USA, Australia as well as United Kingdom in one campaign. So their consulting agency suggested separate countries.
An important settings is the bidding model where you can choose, among CPC, COST per Acquisition(CPA) or Cost per Lead (CPL). Most advertising go for the CPC Model, buy they independently track conversions as well.
You can create ads in different languages depending on your target customers. For example, an Indian cuisine restaurant located in Switzerland may want to target Indian travelers in Switzerland, and hence might want to create ads in Hindi or English rather than French or German.
ADS GROUPS
Each campaign is made up of one or more ad groups. An ad group is a bundle of keywords and ads. The best practice is to have 10-15 tightly keywords in an ad group.
You can make multiple ads in an ad group. When a users searches for a keyword, the ads are shown in rotation. In AdWords, an important setting done at the ad group level is default bid. This bid then applied to all keywords. You can also set bids for individual keywords. In such a case, keyword bids, will override your ad group bid. But if you are a large company with global operations and many divisions, then your keywords can run into millions. In such a situation setting bids for individual keywords may not be possible.
ADS
Goggle provides a preview tool for ads within AdWords where you can view the ads that are running based on device and location settings. It is strongly recommended that you use the preview tool to know if your ads are showing or not for certain keywords . You may be thinking why it is not good to check if ads are showing or not in SERP. If you check and don't click, your CTR will drop!
ANATOMY OF A SEARCH AD
An ad shown on the search engine has three main components - headline description and URL.
A search engine allows you to specify a different display URL (for display within the ad) and a different destination URL (where the users arrive once they click on your ad).The domain name, however, should be (www.example.com/vegetables) in ad content, so they know what content to expect and once they click on the ad they are directly taken to the vegetables page.
Foe example, shows a google search ad for 'online fruit shopping Bangalore', which has the headline 1 - 'Online Fruit Shop', headline 2 - 'Online Fruit At Best Prices' and headline 3 being 'bigbasket.com'. The headlines, together, state the product category and once they click on the ad they are directly taken to the vegetables page.
Due to the limitation of the space available for an ad, there is a maximum limit for characters for each of the field.
Google Ads also previews how the ads are seen on various platforms.
KEYWORDS
Keywords are the single most important component of your search advertisement. Keywords determine the search advertisement. Keywords determine the search terms for which your ads will be shown. As evident, keywords can be short tail or long tail. Short tail keywords are a few keywords that are generic with high search volume. Long tail keywords are more specific phrases each of which has a small search volume but together they add up to a significant percentage of all searches and have high conversions rates.
Another classification of keywords is category, brand and competition. Category keywords are generic key -words, which have high search volume. But many players would be interested in them, and hence the prices are high. Brand keywords will triggers ads only when users search for the specific brand, Since search volume as well as competition will be low for such keywords. the CPC is lower. As brand, you can decide whether you to bid on coemption keywords or not. In the case of the of the automobile industry, generic keywords would be 'cars', 'buy cars', 'luxury automobiles'. We recommend that if you are a small company, you start with category and competition keywords.
Ideally, you would want keywords that have high traffic, low bid amount and low competition. This might not always be possible since keywords high traffic attract more bidders thus raising the bid value. As with Google Ads to change the right keywords with high traffic- off that suits you. You must use the keywords planner tool within Google Ads to choose the right keywords. Yu can get a list of suggested keywords with the monthly search volume for a defined geographical location, the intensity of suggest bid.
Try to limit the numbers of keywords to 10 in each ad group. If the bid amounts for your selected keywords are high, try to change the keywords combinations and make them more focused or long tail.
Google also gives Quality Score for each keywords based on all the three dimensions discussed previously. It ranges from 1 to 10, where 4,5 and 6 are good; 9 is very good; 10 is rare. If your quality score is 6 or less; you should try to improve it by improving the ad and of the result that higher quality scores is 6 or less, you to the consumer.
You can also map keywords to the consumer buying funnel. The user query can help you determine at what stage of the buying cycle the user is in.
The user query is more generally., which indicates that the users has not made up his mind about which about which brand to buy and hence is in the awareness stage.
The user has already decide which brand and specific model to buy; hence the quality is brand and model specific.
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