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Google Adwords (Website design tips (Make page easy to navigate (Most…

- - - - Keep navigation to minimum
      - no pop up
- - - - identical wording
      - low search volume status for keyword -> doesnt trigger app
      - lower maximum CPC bid (Cheapest w/ highest ranking)
      - One with highest Ad Rank
      - Budget limits triggering of ads
      - How ads & keywords work together
        
        Show ads on websites based on keywords list, on ad only or on combination of both
        
        Placement targeting (determin exact URLs where ads appear)
        
        See managed placements
        
        Keyword targeting
        
        Keyword list determine pages where ad is shown
        
        Keywords& placements together
        
        Ads uses contextual targeting - target & bid
        
        Limits audience
        
        check performance
        
        Targeting keywords w/ additional bidding on placements
        
        Show ads in sites matching keywords + big higher when also match ad target audience
        
        Placement-targeted and keyword targeted compete based on Ad Rank (determined via CPC or vCPM (cost-per-thousand viewable impressions)
      - Dynamic search ads
        
        Create dynamic search ads https://support.google.com/adwords/answer/3249700
    - - Add generic keywords
      - different keywords
      - Increase bids for well-performing keywords
      - use keyword insertion (dynamically update ad text including keywords which trigger ad)
      - broadmatch only
    - - automatically raise your keyword bids when they are below your first page bid estimate
      - Filter keywords by CTR
      - Keyword match types = help to control which searches trigger ad (Broad match = broad audience, exact match = specific groups)
        
        Negative match = ads showing on searches without the term
        
        Phrase match = narrower option, for keyword phrase and close variations of keyword phrase. therefore keyword must be put into quotations
        
        Specify that certain words not synonyms must be included in search term add + in front of keyword for add to show
        
        Broad match = default option when adding new keywords for campaign
        
        Set up broad match modifiers: https://support.google.com/adwords/answer/7042511?hl=en&ref_topic=3122868
        
        exact match: Ad only appears if searchterm matches keyword almost exactly as enters, put keywords in square brackets
        
        Close keyword variations = misspellings, singular forms, plural forms, acronyms, stemmings (such as floor and flooring), abbreviations, and accents
        
        Use broad match to capture long tail queries, reserve exact match for your primary volume and value drivers
      - Delete low key search volumen keywords
      - Keyword status
        
        https://support.google.com/adwords/answer/2453978?hl=en&ref_topic=3119131
      - Keyword planner
      - Use negative keywords to make sure not paying for products not selling https://support.google.com/adwords/answer/2453983
      - Be specific (5-20 keywords per Adword) (group based on product, service; relevant to ad group?
      - Create different themes/ group for different products/ services
      - Think like customer, what would they search for?
      - Creade dynamic search ads
      - More agressive bid coupled with higher quality ads (https://support.google.com/adwords/answer/2470113 + edit text eds: https://support.google.com/adwords/answer/2375287)
      - Include search partners (https://support.google.com/adwords/answer/1722047)
    - - Targeting options (https://support.google.com/adwords/answer/2471185?hl=en&ref_topic=3119126)
        
        All webpages of own website
        
        Specific pages
        
        Page Feed
        
        See link for benefits
      - Not recommended for daily changing websites
      - Create dynamic search ads: https://support.google.com/adwords/answer/3249700?hl=en&ref_topic=3119126 (See other links of dynamic search ads as well)
      - Optimizing: https://support.google.com/adwords/answer/6274794
  - - - Multiple Adwords accounts in one place
    - - Manage campaigns offline, multiple in one place, edit, view)
  - - - Ads displayed on pages whitch match subject closely
  - - - Boost ads with at least 4 extensions (Sitelink extensions, callouts, structured snippets (https://support.google.com/adwords/answer/7507884?hl=en&ref_topic=7506592)