Articles from Christian Marketing Done Right
Google Adwords: Flexibilty Over Your Advertising Budget
Google AdWords has revolutionized the marketing industry with the power of online advertising.
Using Google's highly sophisticated AdWords tool, advertisers have the capability of developing targeted, measurable and active campaigns.
These are campaigns in which the audience you are trying to influence are both looking for your product or service AND are willing to buy at that moment in time.
The potential cost savings on traditional advertising methods is huge. Google AdWords utilizes two pricing modules - CPM
(cost per 1,000 impressions) or CPC (cost per click). Both modules offer visibility and exposure to potential customers
looking to maximize advertising ROI while at the same time, decreasing advertising ocsts.
AdWords gives you the opportunity to put your product or service right in front of prospects that are actively looking for you.
Additionally, the ability to measure action and reaction in your marketing campaign. Collect data on any variable and compare and analyze
the data. Increase your reach, probability, relevancy and ROI by uncovering opportunities and areas for improvement on your campaign.
Choose between text ads (Google Search Network) and image or video ads (Google Display Network). Impressions occur when your ad is
displayed (CPM model) or when your ad is actually clicked on (CPC model).
AdWords Quality Score
Quality Score is the foundation for measuring the quality of your campaign and determining how much you will pay per click or
per thousand impressions. Google will reward you with lower prices and better ad placements the higher your quality score is.
Quality score is made up of several different factors: click-through-rate, relevance of ad text, historical account performance
and other factors. This means a good quality score can place your ad above your competitors on the search results page, while you pay
considerably less for it.
Average position is the place where the ads show on the Google search results page. Ad positions 1-3(4) are located at the very top of
the page over the organic results. Ad positions 4(5)-8(10) are located to the right, next to the organic results.
Ad slots and ad slot positions
Ad positions are at the very top and right hand side of the search results page (up to 4 shown at top) and up to 10 on the right.
Ad position is determined by ad rank. It's calculated by multiplying your max CPC by your quality score.
Every time a Google search is done, the ad with the highest ad rank will appear in the first ad position.
The second highest will appear in the next position and so on. Therefore, having a high quality score plays a vital role in your ads.
So what do you have to pay to be on the first page?
The first page bid estimate is the amount you will have to pay in order for your ad to show up on the first page of search results
in positions 1-10. Competition is fierce so Google gives advertisers tools to gather information to determine how high they must
bid to get their ad on the first page of the search results page for a certain keyword. This is the kind of information we use to
make your account the best it can be and to determine your minimum bid amounts. Optimization occurs here, as we adjust your account
to perform the best it can.
Conversion is what we all want. They're whatever action you want to have performed on your site. If It's an e-commerce site,
you want the product purchased, a coupon downloaded; a lead generation situation would be someone filling out your contact
information or downloading a PDF. The possibilities are virtually endless on what you deem your conversion.
There are two main networks through Google AdWords where your ads can show up: Google Search Network and Google Display Network.
Overall, Google Search Network and Google Display Network are part of the greater Google Network. The Google Network itself has over
thousands of search and display network websites as well as the Google search engine itself. The Google Network reaches about 86% of
all Internet users worldwide and you'll see ads show up in a few different ways.
Google Search Network
Google Search Network is comprised of Google.com and Google Search Partners (other search engines who use Google's algorithm -
like aol.com, earthlink.com, and amazon.com). On the search network, ads are targeted based on a user's search term which is called
"keyword targeted". This means your ad will be triggered by the keyword the user searches on and its relevance to the keywords you're
Google Display Network
Google Display Network is comprised of a huge collection of sites ranging from About.com, NewYorkTimes.com, HGTV.com, foodnetwork.com,
doubleclick.com, adsense.com and more). Other Google service sites are found here like Google Maps, Google Finance, Blogger, Gmail and more.
Overall, there are over a million web, gaming, video and mobile partners inside the display network. On the Display Network you can choose
to display text ads or ads which display graphics, rich media or video. Keywords on the Display Network are based on themes.
And placement is related to websites which have content related to those themes. Display Network advertising works with two
different types of targeting: Keyword or Contextual and Placement Targeting.
Google AdWords has Three Main Policies: Editorial and Format Policy, Content Policy and Link Policy.
Editorial and Format Policies
Editorial and format policies include guidelines for style and technical aspects of your ad. For example, ad headlines must be 25
characters or less (including spaces) whereas description and URL must be 35 characters or less. This is to ensure consistency and high
quality ads for a positive overall user experience. Also, any prices or discounts advertised must be found within 1 or 2 clicks
from your landing page. This is to ensure that what you'reactually advertising is available.
Guidelines on what you can and cannot advertise or promote on AdWords. All ads are reviewed and gambling, alcoholic beverages and the like
are all prohibited.
Link policy is regarding rules on the specific URL which is being advertised (display URL) and the landing page (destination URL)
which users will be taken to once they click on the ad. For example, you must use the same domain name in both the display URL and
destination URL. Visitors want to trust that they will be delivered to the URL that was advertised - which helps ensure a positive
overall user experience and trust with your users. Landing pages themselves are thoroughly reviewed for site content - be sure there
are no pop-ups or other annoying windows.
Once ads are received, they are reviewed and assigned a category. Categories are family safe, non-family safe and adult.
Ad status can be disapproved, under review, eligible, approved, approved non-family or approved adult.
Disapproved ads aren't shown anywhere until policy violation is corrected. Under review ads aren't shown anywhere until the review
process is completed. Eligible ads are cleared to show on Google.com but are not cleared to show elsewhere. Ads that pass all policy
checks are designated as approved. Approved ads show without any restrictions and most fall into the family safe category.
Sometimes ads are approved which do have family restrictions - and they fall into two categories: Approved Non-Family Safe and
Approved Adult. Non-Family Safe ads may not appear on some websites that are set to only accept family safe ads and they will not
appear for users who have activated their safe search filter. Non-family safe images or video ads will also not appear on any Google
properties. Approved Adult ads have all the restrictions of the Approved Non-Family ads and they may not appear in some countries and
they will not appear in queries that are not adult in nature.