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GOOGLE ADS - Coggle Diagram
GOOGLE ADS
BIDDING STRATEGY TYPES
Maximize Clicks (set a max CPC)
Get the most clicks within your budget
e.g. for branding, list building, high conversion rate
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Maximize Conversions (NOT conversion value)
Get the most conversions within your budget
You must have conversion data (the more the better) to use this strategy
Target ROAS (Total conversion value / Ad costs)
Get the most conversion value while maintaining your target ROAS.
Need to have at least 15 conversions in the last 30 days and be consistent (equally distributed).
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Target Impression Shares (by % of searches)
GG adjust your bids to ensure your ad is positioned at your pre-determined positions (top, first page, etc.).
Target CPA
Get the most conversions possible while reaching a CPA goal
The more conversion data your account has, the closer GG will get to your target CPA
Manual CPC
(Recommended for new accounts as it doesnt require much data or conversion tracking)
Set your own CPC for your ads
Default bid at the campaign and ad group level
Can also set individual keyword level bids
Enhanced CPC
- You can add ENHANCED CPC at any time
- GG will automatically raise your bids as much as 30% or decrease as much as 100% based on how likely they think the click is to lead to a conversion
- Still set your max CPC (keyword, ad group or campaign level)
- ECPC starts off with modifying 50% of your traffic, adjusting based on performance
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KEYWORD RESEARCH
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Find Keywords to Target
Related website URL
Select Campaign
-> Select the running ad group
-> Keywords section
-> Search Keywords sub-section
-> Keyword button
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Keyword Match Types
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3 Types
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- In order of match tightness
- The broader, the higher the required budget
- Broader match types capture all the queries of narrower match types, plus more.
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GOOGLE ADS DYNAMICS
Ad Rank
= Max CPC bid * Quality Score
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What is it?
It measures how well your ad quality compares to other advertisers.
This score is measured on a scale from 1-10 for every keyword.
A higher Quality Score means that your ad and landing page are more relevant and useful to someone searching for your keyword, compared to other advertisers.
Add to your GG Ads account
"Keywords" section -> "Search Keywords" sub-section
-> Select "Columns" -> "Modify columns"
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In the past, Ad Rank was calculated by:
Max CPC * CTR
(many ads led to irrelevant results => Decrease users' experience)
CAMPAIGN OPTIMISATION
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Based On KEYWORD Data
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"Keywords" section -> "Search terms" sub-section (which keywords made ppl click (not only see) your ad)
Check which ones cost a lot (lots of clicks) but resulted in no conversions => put in negative keywords
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BASIC ACCOUNT SETUP
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Location Targeting
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Location Options (Select Target (2nd option) and Exclude (2nd option) options based on your business)
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CREATING ADS
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Create Your Google Ad
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Display path
URL that is shown - change it to be relevant to the keywords you are bidding on, e.g. ... .com/large-fans
Up to 15 different headlines and GG will automatically show different combinations of those to see which one performs the best
e.g. 2-3 headlines being benefits, Some Others being the target keywords; Some Others being USPs (unique selling propositions)
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Ad Rotation
Optimize
(If you have multiple ads in one ad group, your better performing ads (generally those with a higher CTR) will be shown more often)
Do not optimize - RECOMMENDED
(Ads within an ad group will be shown more equally - CTR is not the only important metric)
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CONVERSION TRACKING
Basics
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Conversions can be any type of useful activity, e.g. form submission, purchases, sales, phone calls, etc.
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