Organize Adwords Account Properly

Proper organization of Adwords account is very important for easy and effective advertising. Structuring account will give more control over your ads and easy to deal with.

Why should Organize Your Adwords Account properly?

1) A well structured Adwords account will give more control over your ads.
2) It helps you to understand and handle each campaign very easily.
3) It helps you to achieve your goals and monitor it properly.
4) It makes managing and editing of your campaigns more easier.

More Over we can replicate a mirror image of your website in Adwords account. That is the best practice for creating a well organized Adwords account.

There are 3 levels or layers for organizing an Adwords account well.

1) Account
2) Campaign
3) Ad Groups

Account

For Creating an Adwords account, we only need an email account. Create Your account at adwords.google.com

Structuring Your Campaign

In a single Adwords account, you can create a number of campaigns. Each campaign will be a different category of products or services your company deals with. That is the easiest and best way of organizing your campaigns.

Assume that your's is a real estate website in India. You are dealing with the properties in different parts/cities of India. So most probably your website is designed in a way that each city is considered as a different category. That means separate navigation/menus/drop-down for each city. So you can follow this same design in structuring your Adwords account also. You can Create different campaigns for each city.

                                                            Account

                                           (Website Theme - Real Estate)

Campaign 1                                     Campaign 2                                      Campaign 3
(Bangalore )                                       ( Kochi)                                          ( Trivandrum)

Structuring Your Ad Groups

Under each campaigns there can be one or more ad groups. For each category of products or services you can create different campaigns. So for Each different product under a particular category you can create different ad groups. Each ad group contains keywords that particularly referring that product.

We saw that different campaigns are created for each city for a real estate website. In each city, there will be a number of properties or projects. So for each project we can create different ad group. This makes things more clear and easy to access. 

                                                                   Account
                                                   (Website Theme - Real Estate)

                      Campaign 1                                                                Campaign 2                                 
                       (Bangalore )                                                                    ( Kochi)
                 
  Ad Group 1                  Ad Group 2                                Ad Group 1               Ad Group 2    
   (Property A)                 (Property B)                                (Property C)               (Property D)

                                             

This is a structured Adwords account's outline. This organising exactly follow the design of the website. As a best practice always tries to organize your Adwords as per your website design.

Organize your campaigns well, make sure a great success..

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Setting Up Your Google AdWords Campaign

It is an exciting thing to start an adword campaign for the first time. Because we are going to run our online ad for the first time. Along with the excitement, there are a lot of things to worry about like the impact of our ad, responds of the public and ultimately the achievement of real goals.

The advertiser must have a clear picture about what they need from the ads as an output. So, according to that they have to select the suitable campaign type and campaign sub type.

Selection of Campaign Type

Selection of campaign type is nothing but the selection of Google advertising network in which advertiser likes to show his ads. The possible options are:

1) Search Network Only

2) Display Network Only

3) In Both Search & Display Networks

Search Network Only - If selected, this campaign type, the ads only appear on the Google search network. Assume that the ad is dealing with a plumbing service. Then the advertiser only wants to show his ad to the people who really searching for a plumbing service. In such a scenario the advertiser needs to do ads only on search network.

Display Network Only - If select this campaign type, ads appear only on Google display network. Assume that the ad is run by a dress shop, so they want to display their products to the public to get attraction. In such a situation display network is the most convenient one.

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In Both Search & Display Networks - If the ad needs to appear on both search network and display network, then this mode of campaign type has to choose.

Selection Of Campaign Sub Type

Selection of campaign subtype is also a big factor for a successful ad campaign. Major campaign sub types are :

1) Standard
2) All Features
3) Re Marketing
4) Ads In Mobile Apps

Standard - If you prefer simple overview and basic features for your ad, then we can go with this subtype. In standard campaigns, we have the options for basic location & language targeting, bidding and budget setting & common ad extensions. It doesn't provide the advanced options which are there in All Features Sub Types.

All Features - This campaign subtype provides all advanced features. It provides advanced options like social and experimental settings, ad scheduling, ad delivery methods & advanced location options. 

Remarketing - Show the ads to the people who already visited our site when they are browsing other sites in the display network. For example, assume that you had searched samsung S7 mobile in amazon. When you are using other websites in the display network, the ad of amazon about Samsung S7 will appear on your page. This is how re marketing works.

Ads In Mobile Apps - Nowadays users of mobiles increasing day by day. So the advertising in apps can also bring a good amount of viewers. Advertising about a product or website on a relevant mobile app is a good marketing strategy nowadays.

More Articles on Google Adwords

Basics of Google Adwords
Google Adwords Bidding Strategy

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Google Adwords Bidding strategy

Most important thing when you are doing ad campaigns is to know clearly about "how to pay?" and "what to pay?"

The different bidding strategies available in Adwords make things more clear, There are 3 different strategies available in Adwords to build up your campaign.

1) Cost per Click (CPC) Or Pay Per Click (PPC)

2) Cost per thousand impressions (CPM)

3) Cost-per-acquisition (CPA)

These strategies make different impact and have different payment modes. The aim of each strategy is different. So when you are doing ad campaigns, selecting the right strategy is very important to achieve your goal.

Major Goals Of an ad campaign

There are a few goals the old campaigner looking for. The advertisers doing campaigns for

1) Website Clicks: Advertiser want people to visit his website.

2) Impressions: Impressions means the display of ads to people. Some advertisers want to people to see his product, Logo, Name etc.

3) Conversions: Conversions means some real benefits or sale happening to the advertiser. Some people do campaigns only targeting sales.

4) Views: This is normally for a video ad. Video advertisers are the ones who demanding the views.

For each of these goals we have to approach different strategies. 

1) Cost per Click (CPC) Or Pay Per Click (PPC)

In CPC, the Advertiser has to pay a particular amount for each click his website receiving. People who are targeting website clicks normally use this strategy. 

2) Cost per thousand impressions (CPM)

In CPM, the Advertiser has to pay a particular amount for a thousand impressions of his ad. Thousand impressions mean thousand times the ad shown in google display networks. The engagement of people in the ad doesn't make any difference in the bid amount. This strategy is adopted for the one who targeting the brand awareness and product awareness. This bidding is only available in the Google Display Network.

3) Cost-per-acquisition (CPA)

In CPA, the Advertiser has to pay an amount only when a specific action taken place on his website. This is an advanced bidding strategy. This is for the advertisers who are focusing more on conversions. For Using CPA, we have to turn on the conversion tracker, so this is a little complex compared to other bidding strategies.

Setting Budgets

We can set up a daily budget in Adwords, calculate a daily budget considering your total budget for Adwords. During bidding time we will get an idea about how much have to pay for the 1 Website click, 1000 impressions or 1 conversion. According to that set up a daily budget. If you want to increase your budget for reaching more people, you can do it whenever you want. Setting budgets and altering budget is completely up to you.

How google applies charges on your ads

Google has a different way of charging for different bidding strategies. When you're setting the ad, Adwords gives you the idea about the price you have to pay. But that is not the exact amount charged from you.

Assume that you are using CPC/CPM bidding, Here the bid amount that we are setting in Adwords is the maximum that we are ready to spend per each click/action. But google will not charge the maximum from you, You only have to pay the amount that requires to appear your ads above your just below placed competitor's ad.

In case of CPA, the scenario is different. Here the amount that you have to pay may be little higher than your actual bid amount. This is because of the changes happens to your website or ad, increase of competition in auctions etc. These factors are not in the control of google, so the small increase in the payment can happen. If you are running a long term CPA ad. Then google Adwords can adjust with the price variations. So the possibility of increase in amount is less.

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More Articles On Google Adwords :

Achieve High Ad Position By Spending Less Money

Advantages & Features Of Google AdWords

Google AdWords Introduction

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Achieve High Ad Position By Spending Less Money

The dream of every businessman is to achieve more number of customers by spending less amount of money. Google gives you a chance to achieve the top ad rank by spending less bid price than your competitor. 

Bid Price/Bid Amount: The expected amount that the advertiser has to pay for each click on the ad.
Ad Rank: Position Of Ad in google listing.

How Can I Get Top Rank By spending Less Amount?

Google always wants to Provide the best user experience. They won't allow ads without quality to rank top in the list. So before providing a Position or Ad Rank to an advertisement, google asses the quality of the ads. And they provide quality score to ads. By considering Bid amount as well as Quality Score google takes decisions about the ad rank.

Quality Score 

Quality Score is the rating or score given by google to an ad for its quality. The factors which consider by google for giving Quality Score to an ad are

1) Expected Click Through Rate (CTR)
2) Ad relevance
3) Landing Page Experience

Quality Score is provided out of 10. Ad score 1 is the lowest score and 10 is the highest score.

Click Through Rate (CTR) : Click-through rate (CTR) is the ratio of users who click on a specific link to the number of total users who view that page.

Ad Relevance : How relevant your ad for a particular search query? Google analyse this and taken into account while providing quality score. 

Landing Page Experience : How much useful the content for the user?, How much easier to navigate? these are the main points google check to decide how good user experience this site can provide.

Apart from this constraints extension and other ad format also have some impact on ad ranks. Assume that two ads with same Quality Score and the bid amount is competing for a particular keyword. Then google will give preference to the ad with the extension and rank it on top.

Extensions Of Ads

It is a feature which allows us to add more business/product information in our ads like Phone number, Location etc. The major available extensions are

1) Call Extension(Phone Number)
2) Location Extension(Location Details)
3) Seller Ratings
4) Consumer Ratings
5) Website Link
6) Google+ Extension (Google+ Account/Page Info)

Hope that you got a fair idea about Quality Score. As I mentioned earlier google consider bid amount and ad score while providing an ad rank.

Assume that ad "A" has Quality Score 9, "B" has 7 and "C" has 5. Assume C is paying a highest bid amount, "B" is in second and "A" is paying lowest. But high quality score helps "A" to rank on first position. "B" and "C" has 2 nd and 3 rd position respectively. But still "C" have the opportunity to rank first by paying a bid amount which can overcome the scores of "A" and "B". But "A" and "B" can still regain their position by increasing bid rate to a little. 

Simply, what we can understand from this is A has to pay less amount to stand top comparing to "B" & "C". Ad "A" only has to pay an amount which can defeat the combined score (quality score and bid amount) of "B". The bid amount that "A" has to pay may be less than Ad "B"s Bid rate because of its high quality score.

So creating high quality ads will help you to achieve the top ad position as well more visitors by spending less amount comparatively.

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