How to be the

•Choosing the right campaign type

•DSA, RLSA

•Building robust campaigns

•Valuable AdWords Reports

•Latest AdWords Updates

AGENDA

Search Network Only

Display Network Only

Search Network with Display Select

Where Ads Appear

Throughout Google Search Network

Throughout Google Display Network

Search results on the Search Network and Relevant placements within the Google Display Network

How It Works

Ads are matched to search results pages based on the terms or phrases someone searches.

Ads are matched to websites and other placements when keywords are related to a site’s content or the interests of a user browsing a site.

Budget is shared across both networks. However, ads are shown more selectively on the Display Network.

Search Network Only

Display Network Only

Search Network with Display Select

Available ad formats Text ads

Text, image, rich media, and video ads

Text, image, rich media, and video ads

When to choose it

• You want your ads to appear next to Google search results • You only want to reach customers searching for your specific product or service

• You want to reach customers while they’re browsing online • You’re interested in building awareness for your brand across a large audience

• You want to advertise on Google Search and also branch out to reach customers as they browse the web • You'd like to apply your remaining Search Network budget to advertising on the Display Network

•Keywords

•Location & Language

•Device Targeting

Google

Search

•Contextual/Keyword : Based on keywords and topics

chosen (Automatic placements)

•Topic targeting

• Placement targeting (Manual placements)

• Audience Targeting

• Device Targeting

Google

Display

TARGETING OPTIONS

DYNAMIC SEARCH ADS

Making use of DSAs is especially handy for advertising on sites that have a constantly changing mix of products.

Why use Dynamic Search Ads

Remarketing List for Search Ads

Allows an advertiser to build lists of users who have visited specific pages in their site and condition their search bids, creatives, or keywords based on a Google visitor's presence in one of these lists.

RLSA Best Practices

Set campaigns to search only network

Create a copy or a new campaign before targeting

remarketing lists for search

If ad fatigue is a possible issue, creating multiple ad

creatives will be the way to go.

Broad match keywords may have a higher conversion

rate

Use more general keywords in campaign

Combine views of pages or product categories with

buying signal modifiers like "review", "buy", "prices", etc.

Increase visibility for more recent visits

ADDITIONAL CAMPAIGN SETTINGS

Change your daily budget on peak

shopping days

Modify your Max CPC bids based

on CTR or conversion rates

Enable ad text directing users to

promotional landing pages late on

a Sunday night

Automated Rules

Enhanced CPC

Each time your ad is eligible to appear, Enhanced

CPC will automatically raise and lower the Max CPC

bid that you've set based on the likelihood that your

ad will convert.

It does this by analyzing your campaign's historical

conversion tracking data along with a number of

other factors.

Automated Bidding

Location Targeting

Lets you target your ads to

specific geographic areas (by

adding or excluding locations)

like countries, regions, cities,

postal codes, or by targeting a

radius around a location.

Valuable AdWords Reports

Demographics on Display Network

•Shared Library > Audiences > and then click into one

of your existing Rule-Based remarketing audiences. Where to find it

•This report visually shows the demographic

composition of your audiences. Why it is important

Top 10 (And Top 500) Visited URLs With Remarketing Tags

•Shared Library > Audiences > on the top right of the page,

click the “View Tag Details” button > click the text

“Your AdWords tag is active” text toward the top of the pop-

up >.

Where to find it

•This shows what site pages have your remarketing pixel on

them and are generating people for your remarketing

audiences. Why it is important

Main Sitelink Feed

•Shared Library > Business Data > and then click into “Main

Sitelink feed.” Where to find it

•From this view of your sitelinks, you can see reporting data

with rows that include the destination URL of your sitelinks —

it’s a column that is unavailable in the sitelinks reporting on

the ad Extensions tab.

Why it is important

Conversion Actions

•Tools > Conversions. It’s where you go to add a new

conversion type. Where to find it

•This report gives you a fast, easy visual of your various

conversion types and the amount each is contributing to the

conversion column that you see in all your other reporting. Why it is important

Conversion Web Pages

•Tools > Conversions > then click in to one of your web-

based, listed conversion names. Where to find it

•Shows the pages that are firing your conversion pixel. A

quick scan will quickly show you if there are thank you

pages that are not showing conversions which should

be and pages that are contributing conversions that

shouldn’t be.

Why it is important

GETTING THE BEST OUT OF AUCTION INSIGHTS REPORT

Impression Share

Top of Page Rate

Average Position

Overlap Rate

Position Above Rate

Establish a Baseline of Your Competitive Landscape Over Time

Identify Your Own Account’s Strengths

Know the Types of Competitors You Face

Use Overlap & Position Above Rate to Assess Competition on Brand

• Are other advertisers serving above you on

your brand terms and likely to be pushing

you off the page entirely at times?

• How often are they serving on these

searches?

Metrics Positives Negatives Recommendation

Impression Share

If somebody is interested in a product you offer, you will be there to sell it to them.

Low quality score & require bidding much higher than your competitors for the same keywords.

Optimizing for impression share can be a good option can work for ad group with long tail and ready-to-buy keywords & strong call-to-action ad copy.

Average Position

Top of the Page ads benefit by typically occupying more real estate on the SERP because of preferential treatment to ad extensions

If you are aiming for #1 position in a competitive market, you’ll need a relatively large budget.

If your Auction Insights Report shows one competitor that appears to have significant advantages in all categories, then aim slightly lower when using Average Position as a key competitive metric.

Metrics Positives Negatives Recommendation

Overlap Rate

Can be used to weigh the pros and cons of specific keywords & determine if it’s a category worth spending your budget on.

Using Overlap Rate to deter you from bidding on specific keywords will eliminate you from competition, benefiting your competitor too

Make a decision based on your business goals and revenue from those keywords

Position Above Rate

Ability to measure your competitors one-on-on and compare progress over time.

Can get you to over spend.

Don’t get caught up in optimizing your campaigns to outperform your competitors.

Top of Page Rate

Learn how consistent you and your competitors are at appearing at the top of the search engine results page, above the organic results.

Being on top of page can cost a lot of money.

Use with impression share to gain a better understanding of where you stand.

10 IMPORTANT RECENT ADWORDS UPDATES

#1 Call Only Campaigns

#2 Ad Customizers

#3 PLA via Google Shopping got transitioned to AdWords based Shopping Model

#4 Callout Extensions

#5 App Promotion Ads

#6 Forced use of Close Variants

#7 Dynamic Remarketing for all verticals

#8 Call Tracking with Website Call Conversions

#9 Demographic Targeting Tab

#10 Automated Bidding now available for RLSA

THANK YOU!

Connect with me for AdWords consulting Email : anveshaposwalia@gmail.com LinkedIn : in.linkedin.com/pub/anvesha-poswalia/22/748/409/en