-
Notifications
You must be signed in to change notification settings - Fork 11
/
Copy pathREADME_google_adwords.txt
134 lines (122 loc) · 6.23 KB
/
README_google_adwords.txt
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
31
32
33
34
35
36
37
38
39
40
41
42
43
44
45
46
47
48
49
50
51
52
53
54
55
56
57
58
59
60
61
62
63
64
65
66
67
68
69
70
71
72
73
74
75
76
77
78
79
80
81
82
83
84
85
86
87
88
89
90
91
92
93
94
95
96
97
98
99
100
101
102
103
104
105
106
107
108
109
110
111
112
113
114
115
116
117
118
119
120
121
122
123
124
125
126
127
128
129
130
131
132
133
134
Google Adwords.
# ==============================================================================
# Glossary.
Bounce Rate: The percentage of visitors who leave a website after viewing only
one page.
Click-Through-Rate (CTR): number of clicks the ad receives divided by the
number of times it is shown.
Conversion: someone clicks your ad and then takes an action that you’ve defined
as valuable
Cost-per-click (CPC): average amount charged per click on the ad, i.e. the
total cost of all clicks divided by the total number of clicks received.
Impressions: how often the ad appears on search result pages or websites on the
Google Network.
Maximum CPC (bid): the most you are willing to pay for a click on your ad
Pay-per-click (PPC): Adwords only charges advertisers when a user clicks on one
of their ads
Return of Investment (ROI): How much profit you've made from your ads compared
to how much you've spent on those ads.
# ==============================================================================
# Basics
(1) Adwords is based on campaigns. There are different campaign types:
* Google Search Network: The ads are shown in search results of Google
(and partner sites).
* Google Display Network: The ads are automatically matched to websites
and other placements, that show AdWords ads related to the content of
the page.
One can choose where the ads should be displayed: one of them or both.
(2) For each campaign, you must define your bid and budget.
* A bid is the most you're willing to pay for a click on your ad
* The budget establishes a charging limit for an individual campaign.
There are a couple of autmoatic bidding strategires (e.g., for maximizing
clicks)
(3) You can define AdGroups, consisting of multiple ads for the same product.
* Good for trying out different ad formats.
* You configure Adwords, such that only the "best" ad is displayed.
(4) The position of the ad depends on the ad Rank.
* ad rank = maximum CPC * quality score
* Quality Score: ranking between 1 and 10. Depends on:
* Click-Through Rate.
* Landing Page Experience
* Ad relevance.
(5) Ads can be restricted to
* different devices (mobiles, desktop, etc.)
* different countries and regions
* different languages
(6) Keyword matching options
* Broad match: Ads may show on searches that include misspellings,
synonyms, related searches, and other relevant variations.
Example: Keywords: nike shoes. Matching Query: "nike sneaker"
* Broad match modifier: Ads may show on searches that contain the
modified term (or close variations, but not synonyms), in any order.
Example: Keywords: +nike shoes. Matching Queries: "shoes nike",
"nike shoe", "nike shoes yellow".
* Phrase matches: Ads may show on searches that are a phrase, and close
variations of that phrase.
Example: Keywords: "nike shoes". Matching Query: "yellow nike shoes"
* Exact matches: Ads may show on searches that are an exact term and
close variations of that exact term.
Example: Keywords: "nike shoes". Matching Query: "nike shoes"
* Negative match: Ads may show on searches without the term.
# ==============================================================================
# Best practices.
Campaign:
* Create a campaign for each single product/service you want to advertise.
Budget:
* Start with low daily budget, and increase it over time.
* In particular, increase the budget of the campaigns generating the most
clicks.
Audience:
* Define your target audience: who, where and what languages do they speak?
Ads:
* Create 3-4 ads per AdGroup to let Google choose the most effective one.
* The title of the ad is important. In contrast, the text of the ad has
quite low impact.
* Focus on budget and keywords.
* Add sitelinks.
Keywords:
* Choose high-quality keywords (that matches the text of ad and website).
* Put keywords from the AdGroup into the text of ad.
* General keywords are quite expensive (resulting in low positions).
* Choose language-dependent keywords and include wrong spellings.
* Find tradeoff between the fit of keywords and website, but without
overloading the website with too much informations.
Costs:
* Depends on campaign, ~0.50 - 0.75$ / click.
* Needs ~2 days to setup; 1.5 day per week to maintain
* There is a certain threshold to cross in order for your ad to be eligible
to enter in an auction (you cannot bidy only 5 cents when there are no
other bids).
* Seeing no ads for a particular query, does not mean that no one else is
bidding on those keywords and it certainly does not mean you can get
clicks for cheap.
Website:
* Build a high-quality, nice-looking landing page. Consider the standards
given by Google (in terms of relevant and original content, transparency,
and navigability) [3].
* Define a clear conversion to be able to measure the ROI
Quality Score:
* Check destination url:
- Remove forward slashed and backward slashes
- Remove commands, apostrophes, parentheses and ampersands.
* Check your site speed.
Other:
* Link your Google AdWords and Google Analytics accounts to use the insights
to refine and optimize your campaigns.
# ==============================================================================
# References
[1] THE ULTIMATE GUIDE TO GOOGLE ADWORDS QUALITY SCORE
http://www.ppchero.com/ultimate-guide-to-adwords-quality-score/
[2] Learning from Google AdWords Marketing
http://www.eldis.org/vfile/upload/1/document/1307/Google%20AdWords%20learning%20paper_FINAL.pdf
[3] Understanding landing page experience
https://support.google.com/adwords/answer/2404197?hl=en
# ==============================================================================
# Brainstorming Keywords.
Icecite:
X = [text|body text|metadata|title|abstract|references|citations|tables|figures|authors|affilitation]
"extract X from PDF"
"X extraction from PDF files"
"high-quality X extraction from PDF files"
"PDF X extraction"
"search in PDF"