Source link: trafficcardinal.com
A brief overview of AdWords
Example of search results in Google
- Ability to acquire initial customers in a short period: Contextual advertising provides the opportunity to quickly attract the first customers to your business.
- Time-efficient setup in automatic mode: Setting up contextual advertising can be done in an automated mode, saving you time and effort.
- Flexible budget options: Contextual advertising offers flexible budget settings, allowing advertisers to make changes based on campaign performance.
- Broad advertising opportunities: Contextual advertising extends beyond search engine results and includes display on various platforms, which can result in higher conversions by reaching the most suitable audience.
- Large audience reach and high-quality traffic: Google has a larger user base compared to other search engines, providing a broader audience reach and potential for higher quality traffic.
- Detailed data collection in the account: Contextual advertising platforms provide access to metadata such as keywords, audience targeting, cost per click, and conversions. This allows for more precise campaign adjustments and the ability to generate more leads at a lower cost.
Disadvantages of Google advertising
Simplified advertising setup in Google.
Choosing an advertising campaign goal
We specify the name of the company when setting up advertising in Google Adsense
Select the page that users will go to
Preview a page on a mobile device in Google Adsense
- Two descriptions with a limit of 90 characters each.
- Three headlines with a limit of 90 characters each.
- Phone number.
It's worth noting that the headline text can be displayed in search results in one or two lines.
Main Ad Parameters
Adding keywords to the rok Google
Geographic targeting settings:
- Enter the amount manually.
Manually selecting a budget
Ready-made budget options
The page for verifying the entered data in the Google Adsense ad settings
- physical. or a legal entity;
- tax status;
- payment options;
Or we confirm the existing ones:
Filling in payment information in a Google advertising campaign.
Manual ad setup in Google Adsense
Switching to manual settings in the Google Ads account.
Creating a new advertising campaign in Google AdWords
- "Sales": If you want to increase the number of sales through an app, store, phone, or website. Suitable campaign types include search, display network, and shopping campaigns.
- "Leads": Designed to find new potential customers. Suitable campaign types include search, shopping, display network, and video campaigns.
- "Website traffic": Generates traffic to your website. Suitable campaign types include search and display network campaigns.
- "Brand awareness and reach": If you want to attract potential customers and increase brand or product consideration in the future. Suitable campaign types include video campaigns and display network campaigns.
- "Brand awareness (reach)": If you want to expand your business and inform users about promotions and offers. Suitable campaign types include video campaigns and display network campaigns.
- "App installs": If you want to increase the number of app installations and registrations.
- "Store visits and promotions": If you want to increase foot traffic to offline stores. Google provides the ability to track store visits as conversions.
Choosing a campaign goal
- Search Network: Ads will be displayed in product catalogs, search sites, and partner resources.
- Display Network: Advertising campaigns will be shown on partner network resources. This network stands out for its flexible targeting system.
- Shopping: This is a type of campaign in Google Ads where you can set up banner ads with products in search and the Display Network.
If desired, you can choose either each network separately or both networks when setting up your advertising.
Network selection in the Google advertising campaign settings
Geographic targeting: It is important to choose the cities or regions where your product is sold or your service is provided.
Choosing a geo to display ads on Google
Choosing a language for rk in Google
- "Impressions and Views"
Managing bids in an advertising campaign
- Target CPA (Cost per Acquisition): The webmaster calculates the desired cost for a conversion and specifies it, and Google adjusts the bids to achieve the desired cost.
- Maximize Conversions: This strategy aims to maximize the number of conversions.
- Target Search Page Location: There are two types:
- Top of the first search results page: The advertiser wants to place the ad above the search results.
- Anywhere on the first search results page: The system will aim to display the ad in the ad block below the organic search results.
- Return on Investment (ROI): Advertisers calculate the desired return on investment (ROI) and add the desired percentage in the settings. Google will try to adjust the bids accordingly.
- Maximize Clicks: This strategy is aimed at increasing the number of clicks to the target page.
- Target ROAS (Return on Ad Spend) (Return on Advertising Spend): This strategy is based on the defined goals in the campaign and calculates the probability of conversion after each user visits the site.
- Target Impression Share: This strategy aims to maximize the share of impressions the ad receives in the auction, either in absolute terms or in a specific percentage
Setting up Links
Preview of clarifications
Adding a phone
Setting up phone numbers in an advertising campaign
Form for adding structured descriptions
Creating a form
Configuring Client Forms
Setting up Rotation
Setting up an Ad Group
It is also worth adding a list of negative keywords to avoid demonstration for non-targeted queries.
Creating ads in the Republic of Kazakhstan Google Ads
"Phone Number Only" - Here, it is necessary to specify the phone number, company name, description, and URL.
"Ad Variant" - Allows creating multiple similar ads with changes in specific parts such as headlines, descriptions, URL paths, choosing the most effective one.
Setting up a billing account
Confirmation of payment data when setting up advertising in Google Adwords
Filling in customer information
Choosing the payment method and amount
How to set up app ads in AdWords
- "application installation";
- "interaction with the application";
- "registration in the app".
Please note, the latter type is only available on Android.
Choosing the type of campaigns to advertise apps
Setting up an identifier when creating a text ad in Google Adwords
Adding information to an ad for rk in Google
Configuring basic parameters in a text ad
- "" exact match— when used, only exact keywords or with approximate meaning will be shown;
- "" "" phrasal correspondence — several words taken in quotation marks will be displayed in a direct occurrence with various additional words;
- "+" wide matching— phrases with only certain words or their close variants will be shown;
Recommendations for creating an ad
- differentiation of the campaign.It should be remembered that when creating a company, it is worth differentiating the types of impressions and using different rates in them, this will positively affect the advertising budget;
- links to applications. In order for users to download applications after clicking on the ad, you need to attach links to the application;
- use of promotions.In the options, it is possible to set up promotions for customers. It is possible to choose the type of promotion (cash discount, percentage discount), it is also worth describing the terms of the offer;
- dynamic ads.This type of ads works well with online stores. it is created exclusively in the search campaign, if you enable this option, the system will automatically select the titles and links of ads;
- landing pages.#It is extremely important to pay attention to user convenience and landing page loading speed. An AMP page can be used as a landing page, the search network saves it and gives the user a cached version, which significantly reduces the loading time.;
- split tests.This tool allows you to increase the effectiveness of advertising, for this you need to go to the "Advanced" section.
The "projects and experiments" tab in the rok Google
Setting up a new experiment in a Google advertising campaign
- Bidding strategies
- Ad sizes
- Displayed URLs
- Variations of headlines and text
Tracking the effectiveness of advertising in Google Ads.
- Through Google Analytics: To do this, you need to set up goals. Google Analytics is a completely free service that allows you to track the performance of your campaign and generate informative reports.
- Through the Google Ads account: You can transfer the set goals to your Google Ads account by linking both accounts. This will enable tracking of goals within the Google Ads interface.
To add a goal, follow these steps: Go to the Admin section, select Goals, choose a template, specify a name, and select the goal type.
Selecting a goal when setting up rc
- Describe the customer actions that will lead to different conversions. It is important to separately describe macro and micro conversions and determine their priority in order to assign their value.
- Specify the technical details of the goals in Google Analytics.
- Verify the goal setup in Google Analytics.
Goals can be set up in Google Analytics or transferred to the Google Ads account to track the results there.
Manually, you can track the productivity and calls. However, a drawback is the lack of informativeness.
For automated tracking, you need to go to the "Tools - Conversions" menu, click on the "+ Conversion" button, and select "Phone Calls" as the conversion source.
Next, you will need to add the generated tag to your website's code.
The output window with the tag