Aneesa's Quick Digital marketing : Understanding Adwords own Language

We had discussed that with Google’s online advertising program called AdWords, you can create ads for people who are

Searching for your products and services.
Reading content related to what you sell.

Now let's get into the specifics and the terms used in Adwords.

Setting up your own online campaign is what you need to do at first after creating an adwords account at https://adwords.google.com.

What is a campaign and how is it structured?!

Campaign: All AdWords accounts lets you organise your advertising into separate campaigns. You'll have a campaign for each of your business goals or product categories.

E.g.1.You might have one for phone calls and another for online sales.
E.g.2. If you have an online electronics shop, you could have one campaign for televisions sales, one for camera sales and so on.

Each campaign will target a specific audience – who they are, where they’re located and when they tend to shop
This is also where you’ll decide major settings, such as your daily budget ,where your ads appear and the locations that you’d like to focus on.

2. Ad group: Each campaign holds one or more ad groups.

An ad group is a smaller container that lets you categorize your campaign more precisely into specific sets of ads and keywords.
These are dedicated to your products and services.
Usually, you'll have one ad group for each product or theme. For example, if you have a campaign for camera sales, you could create separate ad groups for compact cameras, SLR cameras and so on.

Eg. If you own an online shopping store, think of your ad groups as the various types of clothes you sell in that store.

Your ad groups are where you'll write text for your ads and choose keywords that can trigger those ads when people search for them.
For each ad group, you’ll include keywords that people normally use to search for those products and services.
You’ll include negative keywords that are related but not relevant for e.g. the product or service that he does not offer to potential customers. This will help filter out people to whom you won’t want to show your ad.

P.S Having two separate ad groups for each of your specialty will allow you to choose specific keywords related to each group

3) Ads: This is what you want people to see when they search using the keywords that you chose for your ad groups.

The selling points that you identify for your products and services can highlight these in your ads.
If, for example, express delivery was one of your selling points, you might have “express delivery!” in the text of your ad.
You can add other information about your business in your ad like a phone number (Call extensions), links to specific pages on your website (Sitelink extensions) and maps (Location extensions).

For further understanding of the terms associated with Adwords,we will start with a day to day example.

Let’s say you are interested in photography and you are running a studio Love and Pics.To get yourself noticed by people looking out for photographers you decide to go for online advertising via Google's Adwords.

You currently have three types of services and so decide to create 3 Ads for the same as below.

You can make different Ads for each area of business.

Each collection of ads makes up an Adgroup.

Eg. For wedding we make different ads which together form the Ad group for category Weddings as shown below.

To each Adgroup assign words or phrases that are relevant to that part of your business-Keywords

Adwords compares the user search term with the keywords to help decide which ads to show.

All the three ads for each of the different areas of your business make up your campaign

If someone searches for experienced wedding photographer in the search box the search term is experienced wedding photographer.

And the types of search results are:

Organic- Appear in the middle of the page.No one can pay for it to be displayed here.

Paid-Appear in the top bottom and right of the page. Ads by businesses using Adwords are displayed.You will be charged when someone clicks on your ad.

Whenever someone uses Google to search there is an auction that determines which ads appear and in which order.

Whether your ad will appear or not when someone makes a search for a photographer will depend on two main factors.

Bid-how much an advertiser is willing to pay for a click .
Quality score-how relevant and useful your ad and the page in your website is to someone seeing your ad.

Bid vs Budget

Bid is how much you decide to spend each time someone clicks on your ad.

Budget is how much you decide to spend each day on your entire campaign.

When someone searches for you and finds you on their search result page it is an Impression
If they decide to find out more, they Click on your ad.
If someone uses your website to do something valuable e.g.buying your product,then it is a Conversion
Both your customer and you as an advertiser is happy.These are said to be Results