The general structure of an account is described using the following picture:
2: Google Adwords account structure.
The structure consists of an Google AdWords account. Although it is possible to maintain multiple websites in the same account, but there is no grouping on campaigns per website, so the advertiser has to keep track of which campaigns belong to which site.
The account is the highest level on the Google AdWords interface. At this level the advertiser can configure the options that apply to all sub-levels of this account. The configuration options available for the advertiser are as follows:
The account can be shared among multiple users. And the access level can be set to read- only or full access etc.
The “Account Access” of the AdWords interface will allow the advertiser to invite the advertisers to the advertiser. Once the invitation has been accepted, the advertiser will have to re-reach the user again and the user will be able to access the user again.
The overall due payments and transactions to and fro the account can be seen in this section.
This section contains the general preference settings that will be applied to the entire account.
Advertisers can create up to 10,000 campaigns in an Google AdWords account.
For example to target the on going sale in your store, you can create a specific campaign to cater this need.
There are several parameters in a campaign that can be set according to the advertiser’s requirement.
Fol- lowing are the different properties that can be set in a campaign:
This section allows to choose the specific advertising network that you want to run this campaign.
The advertiser can set daily budgets. So the ads will be served until the budget is available and once the budget is over the ads will cease to display, to avoid over charging.
This defines the targeted language for the ads. If you are selling something in Italy, the language would be Italian in the case. An ad in English will not be able to capture the big population in this case.
Many times the ads are displaying the on site overs and store names. This information is most useful in the vicinity of the physical location of the site and store. Therefore, the advertiser can only limit the ad to appear only if the user is coming from that area or place.
If the ad is showing some information that is only valid for a period period or season. The schedule can be setup so that the ads are served only in that schedule and advertisements will be expired later to display ads.
Each campaign may include more than 20,000 ads as ad groups. Ad group is ad group with similar properties, goals and features. One of the following types can be created:
Ads made up of standard text. Consisting of up to 4 lines. These are the appropriate and integrated options for ads displayed with search engine results.
The ads other than text ads can be divided in to following subcategories as follows:
Ads made up of static images.
Animating ads made up of videos or GIFs.
Rich Media Ads
There are viewing ads that are not interacted by clicking on the ad to clicks the user with the user and the user can click on the ad without leaving the current page. These ads can out of the standard limit of ad units.
Advertisers can make millions of keywords in each ad group. These keywords will be matched according to the preferences set by the advertiser and decide whether a specific ad is targeted to the current web page is displayed to the user.
Other than targeting unknown and new users, the advertisers can target users who fall in to specific categories based on their actions in the past. That user can be specifically targeted for new promotions about that product.
If the user performs an action which leads to achieve a goal of the advertiser, then that is known as a conversion. For most websites the conversions could be:
Contact form or call
Other type of uncommon but useful conversions could be:
Social follow ups
Promotional video views
Getting driving directions
Google want to make sure that the ads that are displayed to the user must have a high ad quality. This benefits the user and also ensure that the advertisers maintain a certain level of quality in their ads and landing pages. So that is why the auction doesn’t solely depends on the biding price, but a combination of the bid price with the ad quality.
The ad quality is measured as quality score. There are three components of quality score:
Check out which ads are the best for the current query by the user
Google ensures that the user is displayed only with relevant advertising as well as user query.
An ad is only useful if the landing page allows them to find information about finding the user. The page must be quick to load.
This page should use the user’s nature to the nature of the information as well as the company.
3: Ad Quality Score
The placement is calculated by arranging the ad rank in descending order.
Table 1: Sample Ad Rank calculation
Using the second best bid price as the amount payable, makes the advertiser happy as well as gives the incentive of getting high quality score that will provide users with quality advertise- ments.
In this scenario and according to the equation described before. If an advertiser improves his quality score, then he will have to pay even less than what he was paying before. This gives a great incentive to advertiser to improve there quality score.
Keyword match types
Default based on relevance to the user queries Increases reach, similar words, plural worlds, synonyms Increase the ad traffic so must be done carefully
Comprehensive Match Modifier: Using the “+” sign with a part of keywords
example: “+Ath- letic Shoes”. specifies a part of query to be present in the query or must be very close to the one that the user has typed in.
For example “athletic shoes”.
To be more specific. Our permission ads will only be displayed when the user query that matches with the keyword you specify.
This can be specified by using () square brackets around the keywords. For example [athletic shoes]. The exact order should be matched and the other query should not have any other words.
This match modifier helps to reduce the unwanted extra traffic in case the user was search- ing for something else and some words of his query matches one of our keywords. For example “paris hilton” query doesn’t meant to get to the business which is Hilton hotels in Paris. By defining a negative match modifier you can avoid extra useless traffic to the account. This helps in increasing the relevance of the traffic of our ads.
The keyword should be signed in by “-” . The negative keyword account can be maintained at all levels at the level of account, campaign level and eventually the ad group level. This is because most often the negative keywords are required to be reused in many campaigns.
How often the people are typing in to Google when searching. Similarly if you bid on the keyword that is searched too often, then the traffic will be too generic and may get extra and irrelevant ad traffic. This often happens when you use a single word keyword. The keyword become too generic and it is hard to get any real relevant ad traffic.
Landing pages of ads
Products or services that you o↵er The keywords should try to describe the exact service you provide.
You are competing in an auction for your keywords so the popular terms will have a higher price as compared to the terms that nobody uses.
Specify keywords that are extremely likely to end up on your site. This includes specifying long phrases as keywords which exactly describes the products and services you provide. So the point is to create many of such variants of keywords.
After setting up and filling accounts and some campaigns, ad groups, and keywords, the Google AdWords interface will show a lot of observation details about the homepage account and its performance.
The interface is built in such a way that it can be customized in any way desired.
The homepage dashboard contains many overview plots to visualize the data in a nice and quickly understandable way. Some of the observation elements appearing on the home page dashboard are as follows
Once the data starts pooling up, the advertiser can see the detailed performance metrics in the Campaigns section of the interface.
Google has made possible to share performance data with many of its platforms. Therefore, the advertiser can view detailed data by adding your Google Analytics account with Google Data AdWords account and further analyze.
The data can be exported in many formats to support further and online analysis. The formats that are available are as follows:
The metrics displayed in the interface are intuitively formated and visualized to give the advertiser a complete picture of whats going on under the hood. Many filters are provided to customize data according to advertiser requirements and requirements.
Following are few of the filters that can be applied while analyzing the data:
This section allows the advertiser to generate a Java-script code snippet for every type of conversion that is successfully happened on the website and the code will automatically update the Google AdWords information base about specific campaigns, ad groups or even one keyword that inspires for successful conversions. This will help in measuring the Return of Ad Spending (ROAS) and can be displayed in reports to analyze later on.
Search for new keywords and ad group ideas: This place provides you the ideas of keywords that you want to go. More suggestions for more tightly-ad groups can specify you to Landing URL and Google AdWords will suggest the page. Get the search quantity (time frequency) for the list of keywords or get them a group in the ad group: If you already know keywords and just want to create them together in an ad group.
Get traffic estimates for a list of keywords: Let’s you play with hypothetical bids and to see what predicted impacts you will get.
Multiply keyword lists to get new keyword ideas: Let’s you quickly combine existing key- words to get new keywords.
4: Google AdSense
Google AdSense is a wonderful tool if we want to monetize from the display advertising on our websites.
Flat rate (monthly, quarterly, annually)
Depends on the preference of the website’s owner.
Cost per action (CPA)
Action an add receives from the user. e.g. Clicking on the add and then submitting email address.
5: Impressions vs. Page views.
This method of selling display adds tends to benefit the website’s owner then any other display add selling techniques.
Google AdSense automatically choses the highest paying advertisements to be displayed on a particular website to maximize the revenue that a website owner can make.
Advertising is kept by the Internet Advertising Network on Speed Spots that creates the owner of the website. “Internet Advertising Network: Providing an income from ads from the ads that are published by published networks, and advertisers are displayed for ads displayed. Google AdWords
Google AdSense will compare bids for a specific ad space on the web page. From all advertisers who bid on the ad position. The bid price is most of the bid competition and their couples will appear in that particular ad location. Google AdSense will ensure that the most bidding ads will earn more money than the publisher’s advertisement.
6: Bidding Process.
Ad Network share
Every ad network takes a cut out of the earnings of the publisher. But generally speaking the amount that it takes is less than the expenses the publisher would incur if he goes out and get ads manually.
There are several parameters to generate maximum criteria which can be fine.
Described below are few of the items:
Google’s recommended Ad Units (Ad block sizes)
Large Rectangle (336 x 280)
Medium Rectangle (300 x 250)
Leader board (728 x 90) Works great on the top or the bottom of a page. Users are more likely to see the ads which are at the top as compared to the ads which are on the bottom.
Wide Skyscraper (160 x 600) Wider then the standard skyscraper. Although taller ad units are discouraged in favor of wider ad units. But this one is more wider and may be useful on the free space on the margins of the webpage.
These recommendations are also known by the advertisers. So they might as well bid higher on these ad units as compared to any other unusual sized ad spots on the page.
The default behavior is to payout at the end of every month if your balance is more than 100$. But this can be customized according to one’s own choice.
Policy Violation Status
The information displayed for each violation is:
Occurrence date of violation
Status of site after violation
Consequence of that violation
Site on which the violation is done
Google AdSense Help
The definition of search and use conditions of customized aid and customization articles is available on demand. This can be accessed by using the search tool available in the top right corner of the interface.
AdMob is a mobile advertising service and it is designed to help mobile app developers monetize and promote their apps. Since 2012 it is a subsidiary of Google.
Google acquired AdMob to widening my advertising market for iOS and Windows Phone devices. The publishers around the world are connected using Google’s advertising network. When they click on their own users, they pay. It will ensure that the ad is relevant to the user so that the user does not click on it.
This feature see the developer of an application, create a general campaign, but the ad will be specified before hand. This developer will allow advertisements to display ads about other applications developed by it. This allows him to let the users notice other applications developed by the same developer.
Cost per click (CPC)
Advertiser pays a certain amount every time on the publisher’s website once. Click-to-rate (CTR) CTR receives a special ad on a particular ad on a click, which is in the number of total pages receiving this page. Impression is an impression only when a user sees an ad on mobile platform. Generally targeted to 100% to maximize the user’s revenue. FillRate depends on the ad network selected. You can also select to allow Google to maximize fillrate.
Revenue per thousand impressions (RPM)
RPM is the average amount of revenue earned by a publisher for 1,000 impressions on a particular ad unit or website.
Click to call
A fantastic option to allow users to call a helpline directly to get more information about an ad.
9: AdMob click-to-call Ad format.
This is the default behavior of any mobile ad. Usually the person is taken to a home page.
The user can click on the ad which then expands to show a map so that the location of the advertiser’s store or restaurant can be identified.
10: AdMob map-directions Ad format.
To promote a specific product, this type of ad can display a small picture of the actual product to attract the user’s attention.
11: AdMob product Ad format.
To promote an application the user is presented with an ad which takes him to the appro- priate application store from where the application can be downloaded.
AdMob app-promotion Ad format.
Adjustable width banner
This format automatically adjusts its width according to the size of the device’s screen.
It looks better then the ads that appear in the center with the borders all left out.