As you can see, the structure of a campaign is very simple.
Campaign : you have to put the product or the service that you provide to customers. The advantage of segmentation of your campaign is to analyze separately performances of each campaign for each “family of product”. This picture show you two types of furniture but we can imagine to add Garden furniture or kitchen furniture.
Ad Group : it’s represents the subcategory of the campaign. You have to accurate more details about products or services. Add the different type of products of the range. the proper term is the width of the range. As you can see for Campaign “Tables” there is 2 products, “Coffee Tables” and “Bedside Tables”. If you have more models of tables, create an other AdGroup.
Ads : Your ads appears on the Google Display Network on the right side and also above organic research. this could be your ads that display on this page, take example of well-known companies to create your ads if you have difficulties. The position of your ads depends of quality score that google give you. It’s a rank between 1 and 10, more your quality score is high, less you will pay for your ads. Look at the lesson about quality score to learn more about it.
You learn more and more… You are just annoying. Next time, it will be you who will give me the lesson… 😛
In each page of Google search, you can see ads above organic search and on the right side. The ads on the top rank are 3 and they are above the organic search on a background color. The others are on the right side and can be 8 on maximum. So you have 11 rank on each Google page. Being the first position has real advantage because you benefit of more visibility.
People use Google for speed of research and also for the relevance of their query. Google try to provide them the best relevance. More relevant your ads are, more people click on it. Google AdWords have created a measurement for that, called “Quality score”. It means when your quality score is high, you have a better Ad rank and your Cost per Click is decreased significantly.
For better understanding, the Quality Score is an estimation of relevance of your ads, keywords and landing page for a specific query. In fact your Score increase if the person who clicks on your ads finds what he is searching for directly.
You can check your Quality Score by looking within your Keywords tab. There are a couple ways to check your Quality Score, as shown below.
Run a keyword diagnosis:
Click the Campaigns tab at the top.
Select the Keywords tab.
Click the white speech bubble next to any keyword’s status to see details about that keyword’s Quality Score. You’ll be able to see ratings for expected click-through rate, ad relevance, and landing page experience.
Another way to see your Quality Score is to enable the Qual. score column:
Click the Campaigns tab at the top.
Select the Keywords tab.
Look for the Qual. score column in the statistics table. If you don’t see this column in your table, you can add this column by doing the following:
Click the Columns drop-down in the toolbar above the statistics table.
Select Customize columns.
Select Attributes.
Click Add next to Qual. score.
Click Save.
Each Keywords are ranked in a scale from 1 to 10. Google AdWords recalculates your Quality Score each time you are eligible for an Ad auction. Ad Auction is the competition to appear on a Google page, more you are often choose to appear on Google page, more your Quality Score will be high. When a customer triggers your ads, Google recalculates immediately your Quality Score.
How is it possible improving Quality Score ?
Look at different following data :
– Click-Through (CTR) Rate of your keywords : How often the keyword has triggered a click on your ads ?
– CTR of your Display URL : How often your URL triggers a click?
– Account History : CTR Ads + CTR Keywords
– Quality of your Landing Page : You have to watch the second video on this lesson
Relevance (Useful and original content), Transparent (Separate sponsors and ads, contact information, describes your business), easy to navigate
– The relevance of your selected keywords from your ads
– The relevance of your keywords selected from the research of your customers
– Geographical Performance : What are your performance in the regions you have targeted?
– Ads performance on a site : (If you put Ads on the Display Network = Website affiliated to Google)
– Your Targeted Devices : What are the performance in each devices ? (Laptop/Desktop, Mobile, Tablets)
If you respect the most part of these advises, your Quality Score should approach 10. Your eligibility for ad auction will increase, your Cost per Click (CPC) will decrease. You have also more chance to be on the first Google research page and in the top of the page. To conclude, your Ad position will be better and you will pay less, it’s a GOOOOOD DEAL !
You have finished the basic lessons soon, continue like that !!
Optimizing your account means that you have to organize perfectly your campaigns. There is some tips very useful to improve the quality of your account and then the performance. Look at these following tips below :
1- Create a successful text ads : You have to check if the ad contains the name of the product, the price and also if you do promotions.
2- Put on each ad some “Action Verbs” such as “Sign up now” or “Buy Now” … Thereby, the customer know immediately what he has to do.
3- Include one of your most performing keywords in the ad text, customers will find you easily in that way.
4- Check the destination URL, the page where your customers will land. If you sell “Women sports shoes”, check that destination URL is a page where there is only this type of product.
You can also improve your keywords by checking the performance of each one. the low-performing keywords have to be remove or modify to improve your Quality Score. Don’t use “General terms” to describe your keywords such as Shoes, take specific keywords like “Women Sports Shoes”.
What is the “Return On Investment” (ROI) ? Think about how much did you spent in your campaigns and how much did you earn ? So after that you can determine if you loose money or the contrary. The aim for a business is to earn money so you have to improve your conversion potential. A conversion is what are you expecting of a customer that click on your ads. Maybe for you it’s could be the registration, subscription or buying of something on your website… Use keywords highly relevant will help you target the right customer and then make more conversions. The best way is to increase bids for best keywords which are profitable and the contrary for the others non profitable.
The main thing is to understand the relation of costs. more your quality score is high, less you pay by click and more your Ad Position will improve. The best is to experiment bids on each keywords and then adapting your strategy to the most profitable way of succeeding your conversion goals.
As you can see, a good organization of your account is very important. This should help you to target ads on the right customers and reach more advertising goals. With a good organization you can also create more conversions and improve traffic on your website. For that, manage your campaigns carefully, control your budget and your costs, search specific keywords and don’t forget to check the evolution of keyword performance.
Google AdWords is your friend, it has created tools to permit you to improve your account. Look the section “Opportunities” in your account, this part give you suggestions about keywords, budget and bids. After checking the potential impact of suggestions, you can apply changes directly on those that you seem good for you.
There are an other tool called “Conversion Tracking” where it’s possible to know how many people are actually buying or signs up in your website after landing. Sometimes you have a good traffic but not a good conversion rate. You should create some negative keywords and also should improve your keywords to be more specific. Negative Keyword : You target women because your website is only dedicated for girls. So you can add negative keywords such as “Boy”, “Men”, “Man”… This will prevent wrong clients to go on your site and thus increasing your conversion rate..
If you have any questions, let your comments on this page. It will be a pleasure for me to resolve your problems !! : )