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Google Adwords

In: Business and Management

Submitted By alejose4513
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Module number one:

1.1 Benefits of online advertising and Adworks:

So this lets you show yours ads to people who are interested in the same kind of products. And don’t show those to the ones that are not. Also you can track those who clicked your ads.

Benefits of google adworks: adwords is about showing your ads to the right people in the right place at the right time. 1. Target your ads: specific interests. You can make your marketing campaings more targeted. a. Keywords: words or phrases relevant to your products or services. So when customers type those words it will show em your websites. b. Ad location: you can show your ads in search engines, commercial sites, or personal sites. c. Age, location, language: you chose that depends on the customers. d. Days, times, frecuency: you decide when to show your ads. e. Devices: you chose which devices or maybe all of them. 2. Control your costs: gives you control on how to spend your money. You only pay when someone licks your ad. 3. Measure success: it will allow you to see which ads are being clicked the most. And of course give you an idea in which ads to invest more. Also, you can learn on how long do customers take to purchase something. 4. Manage your campaings: MCC allows you to manage all accounts in just one location. i. You can also use adwords editors. 1.2 Google Advertising networks: the google search network and the google display network. You can advertise in each or both . 1. search network: this search networks include all google engines to search and also other non google sites. Such as aol 2. display network:you can use gmail, or youtube, or blogger to advertise. This will create awareness and customer loyalty, 1.3 Where your ads can appear: keywords is the key here. You can use those to call the attention and you can chose the place in which you want your ads to appear in a webpage.
Search formats: Text ads: simplest way and most common. Headline, display url. Ads with extentions: this refers to a visital extention. You can show wheteher you want to show your ads in a webpage or as they google something.
Display ad format: so you can use text ads, image ads, rich media ads, and video ads.
Showing your ads on mobile phones: on the go.
Specific audiences: language or locations

1.4 the quality of your ads: better quality better prices my friend the ad rank determine the order in which your ad shows up n the page. Clickthrough rate (CTR), ad relevance, and landing experience. Each keywords gets and score from 1 to 10 . the more relevant this is to a customer the better score you will have

1.5 what you pay: 1.6.1 choosing a bidding strategy: based on your goals, such us focusing on getting clicks impressions or conversions.
Cost per click CPC: focusing on clicks
Cost per thousand impression cpm: THE NUMBER OF TIMES YOUR ADS SHOWS. Display network campaings.
Cost per acquisition: people who take some action after going to your website. Setting a daily budget: you decide How much you are charged: cpc or cpm biding no more than whats needed but cpa could be more.

3.1 CHOOSING A CAMPAING TYPE
Search network only campaing: it links your keywords to w.e phrases or words someone else is looking for . useful when customers are looking for specific products
Display network only: this links your ads to website and other placements like youtube. A search network with display select : it lets you both 1. campaign subtypes: most common is standard or all features a. standard: basic location and language b. all features: social and experimental settings. 2. Specialized campaings c. Remarketing; show text image or video who ppl who already visted your site. d. As in mobile apps: other kind of audience.

3.2 structuring campaing: 1. account: linked to your gmail 2. capaings: each capaing has its own budget 3. ad groups : similar ads and keywords. a. structuring your campaing: how much you will spend in clicks impression or conversions. 1. Networks and geo. Locations 2. And other tat affect it. b. Organizing your ad groups: each one has its own groups so make sure you separate them using themes or products

3.3 targeting your audience: 3. keyword match types: synonims and misspelings a. negative keywords and keywords exclusions: it prevents ppl to click in the worng website, b. display network targeting: three categories i. contextual targeting: match relevant site content: 4. keywords: links those to your ad 5. topics: place your ad on websites similar to your ad ii. audiences: reach specific groups of people: 6. audiences: you choose your audience. Affinity aud. For tv people then you have custom affinity for everyone and also in market audi. Relatively shopping. 7. Interest categories: reach ppl who have the same interests 8. Remarketing: ppl who have previously visited your website. 9. Demographics: ssame age gender… iii. Manages placement targeting: select specific wesites and apps 10. Wherever tyou want you ad to appear. c. Location and languge targeting: geographic. Whernere place or country you want them to appear. d. Device targeting:mobile phone display networks. 3.4 setting bids and budgets: your budget and bidding strategy 11. your budget: how much you are willing to spend per day. Google will show as many times as possible your ad so the daily count is met. iv. Your bidding strategy: bid adjustments to bid in depending day time.. or you have flexible adjst. v. CPC biding: you can choose the max you are willing to per per click at the end of the day. vi. CPM bidding: caring more about impression than just clicks vii. CPA bidding: pay per conversion. Ppl who will take action after visitng your website. viii. BID ADJUSTMENTS AND FLEXIBLE STRATEGIES: this helps you have ore control over your bids and a higher probability on return of investment. It is set by percentages. 12. Maximixe clicks: set your bids to help you get the most clicks within a target spend amount. 13. Target search page location: top of the page and first page results 14. Target cots per acquisition CPA: set as many conversions as possible. 15. Enhanced cost per click ECPC: adjusts you bid down or up 16. Target return on ad spend ROAS: set bids to maximize your conversion value. 17. Target outranking share: raises or lowers your bids to help your ad outrank form another domain. 3.5 Creating ad groups:
Seoarate them depdning on theme or products. each of them contain keywords ads and bids that you manage.
Chossing and organizing your keywords: 1. think like a customer: include phrases or terms that customers would use. 2. Align your keywords with your goals: right keywords that directly relate to your theme. 3. Group similar keywords into themes: bundle similar keywords together in one in a group.

Researching new keywords:
1. keyword planner or display planner: it gives you keyword ideas or related data. Or statistics
2. review your search terms report: you can see what ppl were searching of and why they click your ad Optimizing:

Use keyword match types: gives you control over who sees your ad. Or using the exact words.
Include negative keywords: preve your ad from showing to the wrong “search” 1. ADS: you can use any kind of ads. a. Text: words only b. Ad extensions: like shoing the address phone number etc c. Image: static or interactive d. Wap mobile: create text or images on mobile phones. e. Ap promotion ads: like downloading your app. f. Video: little videos g. Product listig ads: texts adsthat contain product features h. Call only ads: you have the phone number i. MANUAL EXTENSIONS: i. APP extensions: sharing a link that like direct them to something else. ii. Call extensions: show a call buttom iii. Review extension: like showing a blog iv. Sitelink extensions: showing the url v. Callout extensions: showing a “link” to show how this works. j. Automated extensions: vi. Consumer rating: showing data vii. Previos visit: show em if they have visted your webpage before viii. Scoail extensions: show how many google followers u have ix. Seller ratings: show your ratings. k. CREATING effective ads: x. Connect your ads and keywords: show one keyword in your ad. So they know and see it. xi. Highlight what makes unique. Include what makes you competitive l. Include to call action: tell em how to contact you. m. Match your ad to your landing page: n. Tailor your ads fro mobile: create mobile preferred ads o. Use ad extensions: show extra info about your business. 3.6 tools to plan a campaing: 1. keyword planner: if you are getting started then use this one. It will help you set a well structured capaing. 2. Benefits: research keywords: it gives you ideas and also get historical statistics: it will show statistics like word search volume. 3. DISPLAY PLANNER: same it will help you. a. Get impression estimates and historialcosts: it will help you budget and bid decisions. 4.1 MEASURE YOUR RESULTS: 1. customize your data: segments is the most important on since it allows you see periods of time, click types, or w.e 1. click type: see which ons resulted in a vist to your website. 2. Device: see which one is worth the most 3. Top vs other: where your ad apperead? 4. Time: useful to use it. Day time week 2. Dimension lab: look at data across your entire account. 5. Time: use to see how your ad performed during an specific time 6. Geography: location views. 7. Landing page: if they click in your ads in the website. 3. Search term report: the terms ppl were looking for when your ad shown. 8. New keywords: you can adjust add new keywords. 9. Negative keywords: same help you save 10. Match types: find the correct match 11. Ad text: see that customers where really looking for. 4. Top movers report: lets you see which capaings have the least or the most vsisits . only one group will show in the report. 5. Paid organix report: how many pages of your website are showing on google? 6. Optimize your presence on high value queries: paid and monitor 7. Measure changes hollisticaly: monitor the impact of changes that you made to your website bids budget or keywords. 8. Auction insight: use to compare yours with others. 4.2 Tools to measyre your performance: 12. conversion tracking: its free and tell you what happened after your customer clicked on your ad. You put a code in the age that your customer clikec after they saw yur ad. 13. Google Analytics.: fre that tells you how people use your website. How they founded and they explored it.
Use your Analytics data to enhance your AdWords experience 14. capaing experiments: allows you to test changes to your account such us keywords or bids. 15. 4.3 Evaluate metrics relevant to you goals: 1. measuring website traffic: if u want more ppl to vist your website then use click abd click trhought rate, CTR 2. what to measure: a. clicks and clickthrough rate CTR: this ads tells you how many ppl actually clicked on your ad and went your website. b. keywordS: helps you see what to change . pause or remove word. Or add. c. Search terms: see what terms are driving traffic to you website. 3. Measuring cnversions. : d. Conversions: total number of conversions: see if your camping is generating results. e. Coverted clicks: whatever click that resulted in a conversion. How many click are making you valuable. f. Conversion rate: the percentage of clicks that have lead to cvnersions : how ofet clicks lead to conversions. g. Cost per conversion: total cost divided by total conversions to see the average. h. Measure return on investment: ROI: REVENUE-COSOT OF GOODS SOLD /COSTS OF GOOD SOLD. 4. CONVERSIONS: i. SALES: REVENUE(MEAUSRE BY CONVERSIONS)/-OVERALL /OVERALL COSTS. j. PAGE VIEWS LEADS AND MORE: total revenue-total cost/ adv. Costs x 100 k. Cpa: costs/sales l. ROAS: revenue from capaings/ advertising costs x100 m. Measuring brand awareness: you need to decide if you want more traffic or encourage your customers to interact wih your brand. i. Impressions: it shows you how often your ad has been shown. ii. Customer engagement: CTR lets you see it. Conversions: page views iii. Reacg and frequency: nuber of visitors exposed to and ad. 4.4 Optimize your campaing: 1. improving your return on investment: just attract the right customers to your page. 2. Basic ways to do it: a. Use a landing page that is more relevant to your ad: make sure yo highlight what is important it could the products or what he or she is really looking for. b. Highly relevant keywords and text: don’t want customers to get to your site and don’t see what they are looking for. c. Adjustable bids: that ads that get more clicked increase the bid.. d. Add successful sites as placements: display 3. Keyword tips. e. Unse negative eywords to eliminate unwanted clicks f. Remove duplicate keywords: google only shows one pre advertiser . g. Optimize low perfmorming keywords: you need to review them h. Keyword diagnosis: might give you tips i. First page bids: to plan bidding strategy 4. Ad text tips j. Understand buying cycle: in which state is the customer. i. Use keywords to separate serious buyers. ii. Ad etxt can help you reach customers in the right stage. iii. Extensions: like call extensions or link extensions 5. Bid and budget tips: k. Experiment with bids and budgets to see what works: you have to test bid amounts and budgets to measure how effective the change is l. Allocate budget according to performance: have the appropriate budget for each camping. m. Adjust your keyword bids: with conversion data you will see how effective keywords are. 6. Increasing oyour brand awareness and display n. Targeting options; pick or choose placements websites where you want to display o. Ad formats: flash animation, videos. 7. Bidding strategy: cpm bidding you can set your bids directly from the performance of keywords. ß…...

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...explanation of Google……………….…… P. 3 ii. Marketplace assessment of current online microenvironment. …………………………..… P. 4-6 iii. SMART Objectives………………….…………. P. 7-8 iv. Target group of Google Inc…………………...... P. 8 v. Digital Strategies adopted by Google Inc ……… P. 9-11 vi. Evaluation of existing Digital strategies……...…P. 11-13 vii. Conclusions…………………………………..… P. 14 viii. References……………………………………… P. 15-16 Brief explanation of Google Google is an American large business company and software corporation, which operating in several countries around the world. To be more precise, Google specializes in Internet research, cloud computing and advertising technologies. Google develops a huge number of internet-based services and products and its main source of revenue coming from advertising through its Adwards program, which includes local, national and international distribution. Google began as a research project in March 1996 by Larry Page and Sergey Brin, who graduated their PhD Degree from the University of Stanford in California and firstly it based in a fellow student’s garage in Menlo Park in California. In their research, Larry Page and Sergey Brin came up with a plan in order to make a search engine which contains websites according to the number of other websites that linked to that site. The domain google.com was registered on September 14th 1997 and Google began its operation in September of 1998. Also, it must be stressed that Google sold......

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Premium Essay

Google

...begin collaborating on a search engine called BackRub. * BackRub operates on Stanford servers for more than a year—eventually taking up too much bandwidth to suit the university. 1997 * Larry and Sergey decide that the BackRub search engine needs a new name. After some brainstorming, they go with Google—a play on the word “googol,” a mathematical term for the number represented by the numeral 1 followed by 100 zeros. The use of the term reflects their mission to organize a seemingly infinite amount of information on the web. Back to top 1998 August * Sun co-founder Andy Bechtolsheim writes a check for $100,000 to an entity that doesn’t exist yet: a company called Google Inc. September * Google sets up workspace in Susan Wojcicki’s garage at 232 Santa Margarita, Menlo Park. * Google files for incorporation in California on September 4. Shortly thereafter, Larry and Sergey open a bank account in the newly-established company’s name and deposit Andy Bechtolsheim’s check. * Larry and Sergey hire Craig Silverstein as their first employee; he’s a fellow computer science grad student at Stanford. December * “PC Magazine” reports that Google “has an uncanny knack for returning extremely relevant results” and recognizes us as the search engine of choice in the Top 100 Web Sites for 1998. Back to top 1999 February * We outgrow our garage office and move to new digs at 165 University Avenue in Palo Alto with just eight employees.......

Words: 11054 - Pages: 45