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daily 11/11/2013

    • Create and manage more than one campaign

       

    • Did you know that an AdWords account can contain as many as 10,000 campaigns (includes active and paused campaigns) per account, 20,000 ad groups per campaign, and 50 text ads per ad group?
    • You can even copy settings from one campaign to multiple campaigns and make new ads based on existing ads.
    • With enhanced campaigns you can show your ads across all devices from within one single campaign.
    • Understanding your campaign status

       

    • The “Status” column of your “All online campaigns” page tells you whether your campaigns are active or not, and whether your campaign is limited by budget.
    • Choose an ad delivery method
      • this sounds like the device type, but it really concerns the frequency and scheduling of your ad throughout the day
    • Standard delivery (the default option) distributes your budget throughout the day to avoid reaching your budget early on. This option is recommended if you want to reach your audience evenly throughout the day, rather than just in the morning.
    • Accelerated delivery displays your ads more quickly until you run out of budget.
    • Ad rotation determines how often we deliver your active ads in relation to one another within an ad group.
    • You can choose to optimize either for clicks or conversions, or to rotate your ads more evenly
      • For branding, you focus on clicksFor profit and sales, you focus on conversions – this could also mean “download my resume”
    • If you’re running ads on the Display Network, you can set a limit on the number of times your ad appears to a unique visitor using frequency capping.
    • What to expect: Since your ad delivery occurs throughout the day, you might not see your ad appear every time you look for it. (Remember, to see your ad in context, it’s better to use the ad preview tool than to do a search on Google.)
    • Choosing an ad rotation setting for your campaign
    • . If you have multiple ads within an ad group, your ads will rotate, because no more than one ad from your account can show at a time
    • If you’d like to specify how often you’d like the ads in your ad group to be served relative to one another, you have four options:
      • so you can weight things if you think one variation of an ad is better, or if you are attempting to find the optimum mix
    • Optimize for clicks (default): Ads expected to provide more clicks are delivered more often into the ad auction than other ads in the ad group
    • By using this option, your ad group will likely receive more impressions and clicks overall, since higher-quality ads attain better positions and attract more user attention.
    • Optimize for conversions:
    • This option optimizes for conversions, so it takes both clickthrough rate (CTR) and conversion rate into consideration.
    • If there isn’t enough conversion data to determine which ad will provide the most conversions, ads will rotate using “Optimize for clicks” data
    • Although this option may result in your ad group receiving fewer clicks than the previous option, it will likely receive more conversions, which can result in an improved return on investment.
    • Rotate evenly: Delivers your ads more evenly into the ad auction
    • If the campaign is using Conversion Optimizer or Enhanced CPC, it will optimize for conversions, otherwise it will optimize for clicks.
    • Even though this setting is at the campaign level, the even rotation period is tracked separately for each ad group. It starts (and resets) for an ad group whenever the ads in that ad group change: specifically, when a new ad gets added, when an existing ad is changed, or when a paused/deleted ad is enabled.
    • ” Note that for campaigns using the CPM bidding option, ads will continue to rotate more evenly beyond the 90 days.
      • impression driven campaigns (CPM) will rotate evenly for a longer period
    • Rotate indefinitely: Similar to the “Rotate evenly” setting, this option delivers your ads more evenly into the ad auction, but does so for an indefinite amount of time and does not optimize. This option is not recommended for most advertisers.
    • Frequency capping limits the number of times your ads appear to the same unique user on the Google Display Network. It doesn’t apply to the Search Network.
    • If you want more control over when your ad appears, and if you’ve done some research about what times and days your customers click your ads the most, you can create a custom ad schedule to select these times and days to show your ad.
    • Choose your bid and budget
    • To run your ads on Google, you’ll need to decide on the right campaign budget and ad group bids
    • 30.4, the average number of days in a month)
    • Your bid is the most you’re willing to spend per click
    • With lower bids, your campaign is likely to improve its ROI, but receive fewer clicks and conversions.
    • With higher bids, your campaign is likely to receive more traffic while spending more money. With lower bids, your campaign is likely to improve its return on investment (ROI), but receive fewer clicks and conversions.
    • Your maximum cost-per-click Max CPC is the highest price you’re willing to pay when someone clicks on your ad
    • Keep in mind that your budget amount is for a single campaign,
    • Start small. If you’re a beginner, try a daily budget of US$10 to US$50. Check your account soon after applying a new budget to see how your campaigns have performed.
    • Because customer traffic fluctuates from day to day, Google may allow up to 20% more clicks (or other ad activity for campaigns on another bidding option) in one day than your daily budget specifies. We call this overdelivery.
    • Choose your location and language settings
      • this is pretty self explanatory
    • Choose the campaign type that’s right for you
    • Whenever you create a campaign, we ask you to choose a campaign type.
      • find a blog post with recommendations on campaign type use cases
    • Search and Display Networks
    • Google Finance
    • Search Network only
    • Display Network only
    • Next, you’ll choose which more specific sub-type of campaign you want to create.
    • Advanced campaign types
      • Search Network OnlyYes:location targetingbidding and budget settingscommon ad extensionslanguagesNo:advanced social and experimental settingsad scheduling and delivery optionsadvanced location optionsmobile app extensionsadvanced keyword matchingIP exclusionsDynamic tracking urlsMobile campaigns – google and admobProduct listing campaigns – Google merchant center stuffRemarketing campaigns – show ads to people that have already been to your website- this would be cool for linkedin….
    • Remarketing campaigns
    • Creating your ad campaign
      • Build a customer profileExec/HRWho are your customers?what do they search for?what sites do they visit?where are they located?how can they contact you?
    • AdWords is organized into three layers: account, campaigns, and ad groups.
      • Organize your campaignAccountCampaign each has budget and metricsGroups similar ads and phrases
    • Understanding your campaign settings

       

    • The campaign settings you select will apply to all ads within the same campaign
    • The settings cover three basic areas related to your ad:
    • How much you’ll pay
    • What, besides text and a link, to include in your ad using ad extensions
      • use as many extensions as possible
    • Where you want your ads to appear
    • The campaign type determines which settings we’ll show you as you create or edit your campaign.
    • Your bid strategy controls how you pay for users to interact with your ads.
    • Your default bid is the most you’ll pay per click for ads in an ad group
    • Your budget is the average amount you’re comfortable spending each day on your campaign.
    • Ad delivery: By default, AdWords shows your ads when they’re more likely to get clicks or conversions, but you can choose to show your ads more evenly throughout the day.
    • , but you can choose from many different ad formats depending on your advertising goals.
      • What are the various campaign types?textvideo adsWAP Mobile Adsapp or digital content adsmore

Posted from Diigo. The rest of my favorite links are here.

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