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How does Google AdWords work?

How does Google AdWords work? What happens when you enter a query into Google? Google any search query Search Google looks up the keywords AdWords advertisers bid on Adrank Calculation Keywords witha Quality Score below 4 aren't eligible for auctions and don't receive impressions BILLY Qualityscore CPC Кeywords Quality Score 10 a search query 2 10 just a search query 1,5 7 09 at al. =20 Great JOE 08 TIMMY max CPC BILLY 07 CPC Keywords Quality Score TIMMY 06 another search query 2 =24 just a search query 1,5 7 05 Por =20 04 JOE =18 03 Кeywords CPC Quality Score Adrank 02 Bad a search query 3 8 any search query 8 01 max. CPC x Qualityscore = Adrank =24 How does the auction system actually work? between your max. CPC and your actual CPC I The actual CPC paid for a click differs from the max. CPC. Basically it's calculated by the AdRank from the advertiser in the lower position divided by the quality score. There is a difference that Quality Score, historical CTR of the keyword / Display It's not quite clear how the minimum price is unu we're quite sure actual CPC = Competitors Adrank / Your Quality Score culated, Joe pays 2.5 for a click. To calculate this Google takes Billy's AdRank of 20 and divides that by Joe's Quality score of 8. 20 / 8 equals 2.5! URL and max CPC play a calculot in the It's not quite clear how the minimum price is calculated, we're quite sure that Quality Score, historical CTR of the keyword / Display URL and max. CPC play a role in the calculation. max CPC Quality Score AdRank actual CPC Billy's Adrank / Quality Score actual CPC JOE 24 (20/8) = 2.5 Let's say Joe raises the quality Score from 8 to 10. So his still stays on position #1 but pays 20% less for the click! (20/10) = 2 BILLY 2 10 20 (18/10) - 1.8 TIMMY 18 min. Bid That's 20% less costs! Why does that matter or Why should I care? Understanding how the auction works can save a lot of money! Raising your Quality Score lowers not only your costs but also improves your ad positions!. So finally the Google Search Results Page (SERP) will look like this: Google D any search query Search About 3133,700 results 0.14 seconds) Go lo Googla.com Advance Search These are simply organic results organicresults.com/ Cached Simlar Paom This the typical "Google Snippet". Normally this snippet is generated based on the "meta description from the indexed Page Joe's Shop www.joeswobsite.com Joe's Ad has Position 1! Highest Bid & QF of 10. Timmy's Shop The text here is typically taken from the page title tag organicresultstwo.com/ Sached Simlar Paom The meta description and the title tag is also taken into account hen the Quality Score is calculated! So watch out and optimize them! www.mariaswebsite.com Writing In CamelCase Helps Improve The CTR: Try It! Even more organic results organicresultstwo.com/ Cached Simlar Pagm But since this is an infographic about google adwords l don'care aboute that part here. So you can look away. Honestly. Billy's Shop www.billyswebsite.com We have any search query too: Now without shipping costs! Sometimes the SERPS look a bit different: These are the Ad Extensions! Joe's Shop - The Original | JoesWebsite.com Timmy's Shop www.joeswebsite.com/ joeswebsite.com is rated ***** 120 Reviews any search query on Stock: Buy Now Or Never! On Sale Now www.mariaswebsite.com Writing In CamelCase Helps Improve The CTR: Try It! On Sale Now Great New Collection Great New Collection Billy's Shop www.billyswebsite.com Shipping Coupons Shipping Coupons * * * * This is the seller rating extension The seller rating extension is added automatically! In order to qualify the URL must have at least 30 unique reviews with 4 or more stars on Google Product Search. Sometimes ads are shown on top of organic search results. To qualify ads "have to meet positions can't be bought but have to be eamed. "Sitelinks Extensions" n standards". These These sitelinks can be found on the "Ad Extensions" tab and are the so „Sitelinks Extensions. certain called Joe's Shop - The Original | JoesWebsite.com www.joeswebsite.com/ any search query on Stock: Buy Now Or Never! O Hide map of joeswebsite.com.locationa.near Joestreet. Joetown This is the location exfension Find locations near The location extension is useful for local businesses. they can be created using an existing Google Places Account or wth manually entered adres- ses. Multiple adresses can. be used as well Search locations Example: 10 market street, san francisco More than 100 locations found near Joestreet, Joetwon 123 Joestreet, Joetwon (123) 456-7890 - Get Directions 78 Joestreet, Joetwon (123) 1324-7890 - Get Directions This is the product exfension Joe's Shop - The Original | JoesWebsite.com The product extension allows to highlight an existing Google Merchant Feed directly in the Google Search ads. The shown products are automatically selected by Google and can't be di- rectly influenced. In order to use this extension the Google Merchant Account has to be connected with the Google Adwords www.joeswebsite.com/ any search query on Stock: Buy Now Or Never! E Hide products of joeswebsite.com for any search query Product. Description Producti Description Product1 Description Producti Desoription $13.45 Product. Descriptio $13.45 $13.45 $13.45 $13.45 Account. The Top 3 Tactics for optimizing a Google AdWords Account! 1 Create highly targeted Ad Groups There should always be at least 2 ad variations per ad group! (ALWAYS be testing!) Text Ads Text Ads Кeywords Keywords Blue Shoes for Sale! Red Shoes for Sale! www.mariaswebsite.com Blue Shoes are On Sale Now: www.mariaswebsite.com Red Shoes are On Sale Now: Improve your Look now! red shoes reddish shoes blue shoes blueish shoes blue shoe Improve your Look now! red shoe For Sale: Blue Shoes For Sale: Red Shoes www.mariaswebsite.com On Sale Now: Red Shoes Improve your Look now! shoe blue shoe red blue pair of shoes www.mariaswebsite.com red pair of shoes On Sale Now: Blue Shoes Improve your Look now! The keywords should define a group around a seed-keyword. a semantic Keep the maximum number of keywords per ad group somewhere around 5! ("red shoes" in this case) 2) A/B testing of ad Copy Impressions Clicks Conversions Impressions Clicks Conversions 2000 100 15 1500 100 8 BLUE SHOES ON SALE ON SALE CVR means Conversion Rate CTR means Click-Through-Rate BLUE SHOES Always define a clever KPI to test ad CTR CVR CTR CVR variants: CTR ist not always the best 10% 15% 6,6% 8% one.... KPI A В Winner Confidence EXAMPLE CTR 5% 6,6% В 96,09% CVR 10% 8% A 88,15% Always consider confidence! Experiments should be solely based on data, not your gut feeling (which only inidcates hunger!) 3) Clever biding strategies: 3 easy rules These are 3 simple rules that help when starting up a fresh account! Raise max CPC to first Pause keywords when: Time Period: 30 days Number of Impressions: >200 Click-Through-Rate: < 1% Pause Text Ads when: Time Period: 30 days Number of Impressions: >200 Click-Through-Rate: < 1% page bid estimate: Time Period: 30 days Average Position: > 1.8 Quality Factor: < 4 СРС These 3 rules are great for raising qualityfactor throughout the account brought to you by: pulpmedia.at Concept by : Ulf Weihbold Twitter: @ Ulef Graphics by : Patrick Schmid Twitter: @ patrick_schmid PULP. media Google AdWords M advertising service is a trademark of Google Inc." Pulpmedia GmbH | Linzer Straße 1 | 4040 Linz, Austria | Tel: +43 732 890208-0 | Mail: [email protected] | Follow us on Twitter: @pulpmedia How does Google AdWords work? What happens when you enter a query into Google? Google any search query Search Google looks up the keywords AdWords advertisers bid on Adrank Calculation Keywords witha Quality Score below 4 aren't eligible for auctions and don't receive impressions BILLY Qualityscore CPC Кeywords Quality Score 10 a search query 2 10 just a search query 1,5 7 09 at al. =20 Great JOE 08 TIMMY max CPC BILLY 07 CPC Keywords Quality Score TIMMY 06 another search query 2 =24 just a search query 1,5 7 05 Por =20 04 JOE =18 03 Кeywords CPC Quality Score Adrank 02 Bad a search query 3 8 any search query 8 01 max. CPC x Qualityscore = Adrank =24 How does the auction system actually work? between your max. CPC and your actual CPC I The actual CPC paid for a click differs from the max. CPC. Basically it's calculated by the AdRank from the advertiser in the lower position divided by the quality score. There is a difference that Quality Score, historical CTR of the keyword / Display It's not quite clear how the minimum price is unu we're quite sure actual CPC = Competitors Adrank / Your Quality Score culated, Joe pays 2.5 for a click. To calculate this Google takes Billy's AdRank of 20 and divides that by Joe's Quality score of 8. 20 / 8 equals 2.5! URL and max CPC play a calculot in the It's not quite clear how the minimum price is calculated, we're quite sure that Quality Score, historical CTR of the keyword / Display URL and max. CPC play a role in the calculation. max CPC Quality Score AdRank actual CPC Billy's Adrank / Quality Score actual CPC JOE 24 (20/8) = 2.5 Let's say Joe raises the quality Score from 8 to 10. So his still stays on position #1 but pays 20% less for the click! (20/10) = 2 BILLY 2 10 20 (18/10) - 1.8 TIMMY 18 min. Bid That's 20% less costs! Why does that matter or Why should I care? Understanding how the auction works can save a lot of money! Raising your Quality Score lowers not only your costs but also improves your ad positions!. So finally the Google Search Results Page (SERP) will look like this: Google D any search query Search About 3133,700 results 0.14 seconds) Go lo Googla.com Advance Search These are simply organic results organicresults.com/ Cached Simlar Paom This the typical "Google Snippet". Normally this snippet is generated based on the "meta description from the indexed Page Joe's Shop www.joeswobsite.com Joe's Ad has Position 1! Highest Bid & QF of 10. Timmy's Shop The text here is typically taken from the page title tag organicresultstwo.com/ Sached Simlar Paom The meta description and the title tag is also taken into account hen the Quality Score is calculated! So watch out and optimize them! www.mariaswebsite.com Writing In CamelCase Helps Improve The CTR: Try It! Even more organic results organicresultstwo.com/ Cached Simlar Pagm But since this is an infographic about google adwords l don'care aboute that part here. So you can look away. Honestly. Billy's Shop www.billyswebsite.com We have any search query too: Now without shipping costs! Sometimes the SERPS look a bit different: These are the Ad Extensions! Joe's Shop - The Original | JoesWebsite.com Timmy's Shop www.joeswebsite.com/ joeswebsite.com is rated ***** 120 Reviews any search query on Stock: Buy Now Or Never! On Sale Now www.mariaswebsite.com Writing In CamelCase Helps Improve The CTR: Try It! On Sale Now Great New Collection Great New Collection Billy's Shop www.billyswebsite.com Shipping Coupons Shipping Coupons * * * * This is the seller rating extension The seller rating extension is added automatically! In order to qualify the URL must have at least 30 unique reviews with 4 or more stars on Google Product Search. Sometimes ads are shown on top of organic search results. To qualify ads "have to meet positions can't be bought but have to be eamed. "Sitelinks Extensions" n standards". These These sitelinks can be found on the "Ad Extensions" tab and are the so „Sitelinks Extensions. certain called Joe's Shop - The Original | JoesWebsite.com www.joeswebsite.com/ any search query on Stock: Buy Now Or Never! O Hide map of joeswebsite.com.locationa.near Joestreet. Joetown This is the location exfension Find locations near The location extension is useful for local businesses. they can be created using an existing Google Places Account or wth manually entered adres- ses. Multiple adresses can. be used as well Search locations Example: 10 market street, san francisco More than 100 locations found near Joestreet, Joetwon 123 Joestreet, Joetwon (123) 456-7890 - Get Directions 78 Joestreet, Joetwon (123) 1324-7890 - Get Directions This is the product exfension Joe's Shop - The Original | JoesWebsite.com The product extension allows to highlight an existing Google Merchant Feed directly in the Google Search ads. The shown products are automatically selected by Google and can't be di- rectly influenced. In order to use this extension the Google Merchant Account has to be connected with the Google Adwords www.joeswebsite.com/ any search query on Stock: Buy Now Or Never! E Hide products of joeswebsite.com for any search query Product. Description Producti Description Product1 Description Producti Desoription $13.45 Product. Descriptio $13.45 $13.45 $13.45 $13.45 Account. The Top 3 Tactics for optimizing a Google AdWords Account! 1 Create highly targeted Ad Groups There should always be at least 2 ad variations per ad group! (ALWAYS be testing!) Text Ads Text Ads Кeywords Keywords Blue Shoes for Sale! Red Shoes for Sale! www.mariaswebsite.com Blue Shoes are On Sale Now: www.mariaswebsite.com Red Shoes are On Sale Now: Improve your Look now! red shoes reddish shoes blue shoes blueish shoes blue shoe Improve your Look now! red shoe For Sale: Blue Shoes For Sale: Red Shoes www.mariaswebsite.com On Sale Now: Red Shoes Improve your Look now! shoe blue shoe red blue pair of shoes www.mariaswebsite.com red pair of shoes On Sale Now: Blue Shoes Improve your Look now! The keywords should define a group around a seed-keyword. a semantic Keep the maximum number of keywords per ad group somewhere around 5! ("red shoes" in this case) 2) A/B testing of ad Copy Impressions Clicks Conversions Impressions Clicks Conversions 2000 100 15 1500 100 8 BLUE SHOES ON SALE ON SALE CVR means Conversion Rate CTR means Click-Through-Rate BLUE SHOES Always define a clever KPI to test ad CTR CVR CTR CVR variants: CTR ist not always the best 10% 15% 6,6% 8% one.... KPI A В Winner Confidence EXAMPLE CTR 5% 6,6% В 96,09% CVR 10% 8% A 88,15% Always consider confidence! Experiments should be solely based on data, not your gut feeling (which only inidcates hunger!) 3) Clever biding strategies: 3 easy rules These are 3 simple rules that help when starting up a fresh account! Raise max CPC to first Pause keywords when: Time Period: 30 days Number of Impressions: >200 Click-Through-Rate: < 1% Pause Text Ads when: Time Period: 30 days Number of Impressions: >200 Click-Through-Rate: < 1% page bid estimate: Time Period: 30 days Average Position: > 1.8 Quality Factor: < 4 СРС These 3 rules are great for raising qualityfactor throughout the account brought to you by: pulpmedia.at Concept by : Ulf Weihbold Twitter: @ Ulef Graphics by : Patrick Schmid Twitter: @ patrick_schmid PULP. media Google AdWords M advertising service is a trademark of Google Inc." Pulpmedia GmbH | Linzer Straße 1 | 4040 Linz, Austria | Tel: +43 732 890208-0 | Mail: [email protected] | Follow us on Twitter: @pulpmedia How does Google AdWords work? What happens when you enter a query into Google? Google any search query Search Google looks up the keywords AdWords advertisers bid on Adrank Calculation Keywords witha Quality Score below 4 aren't eligible for auctions and don't receive impressions BILLY Qualityscore CPC Кeywords Quality Score 10 a search query 2 10 just a search query 1,5 7 09 at al. =20 Great JOE 08 TIMMY max CPC BILLY 07 CPC Keywords Quality Score TIMMY 06 another search query 2 =24 just a search query 1,5 7 05 Por =20 04 JOE =18 03 Кeywords CPC Quality Score Adrank 02 Bad a search query 3 8 any search query 8 01 max. CPC x Qualityscore = Adrank =24 How does the auction system actually work? between your max. CPC and your actual CPC I The actual CPC paid for a click differs from the max. CPC. Basically it's calculated by the AdRank from the advertiser in the lower position divided by the quality score. There is a difference that Quality Score, historical CTR of the keyword / Display It's not quite clear how the minimum price is unu we're quite sure actual CPC = Competitors Adrank / Your Quality Score culated, Joe pays 2.5 for a click. To calculate this Google takes Billy's AdRank of 20 and divides that by Joe's Quality score of 8. 20 / 8 equals 2.5! URL and max CPC play a calculot in the It's not quite clear how the minimum price is calculated, we're quite sure that Quality Score, historical CTR of the keyword / Display URL and max. CPC play a role in the calculation. max CPC Quality Score AdRank actual CPC Billy's Adrank / Quality Score actual CPC JOE 24 (20/8) = 2.5 Let's say Joe raises the quality Score from 8 to 10. So his still stays on position #1 but pays 20% less for the click! (20/10) = 2 BILLY 2 10 20 (18/10) - 1.8 TIMMY 18 min. Bid That's 20% less costs! Why does that matter or Why should I care? Understanding how the auction works can save a lot of money! Raising your Quality Score lowers not only your costs but also improves your ad positions!. So finally the Google Search Results Page (SERP) will look like this: Google D any search query Search About 3133,700 results 0.14 seconds) Go lo Googla.com Advance Search These are simply organic results organicresults.com/ Cached Simlar Paom This the typical "Google Snippet". Normally this snippet is generated based on the "meta description from the indexed Page Joe's Shop www.joeswobsite.com Joe's Ad has Position 1! Highest Bid & QF of 10. Timmy's Shop The text here is typically taken from the page title tag organicresultstwo.com/ Sached Simlar Paom The meta description and the title tag is also taken into account hen the Quality Score is calculated! So watch out and optimize them! www.mariaswebsite.com Writing In CamelCase Helps Improve The CTR: Try It! Even more organic results organicresultstwo.com/ Cached Simlar Pagm But since this is an infographic about google adwords l don'care aboute that part here. So you can look away. Honestly. Billy's Shop www.billyswebsite.com We have any search query too: Now without shipping costs! Sometimes the SERPS look a bit different: These are the Ad Extensions! Joe's Shop - The Original | JoesWebsite.com Timmy's Shop www.joeswebsite.com/ joeswebsite.com is rated ***** 120 Reviews any search query on Stock: Buy Now Or Never! On Sale Now www.mariaswebsite.com Writing In CamelCase Helps Improve The CTR: Try It! On Sale Now Great New Collection Great New Collection Billy's Shop www.billyswebsite.com Shipping Coupons Shipping Coupons * * * * This is the seller rating extension The seller rating extension is added automatically! In order to qualify the URL must have at least 30 unique reviews with 4 or more stars on Google Product Search. Sometimes ads are shown on top of organic search results. To qualify ads "have to meet positions can't be bought but have to be eamed. "Sitelinks Extensions" n standards". These These sitelinks can be found on the "Ad Extensions" tab and are the so „Sitelinks Extensions. certain called Joe's Shop - The Original | JoesWebsite.com www.joeswebsite.com/ any search query on Stock: Buy Now Or Never! O Hide map of joeswebsite.com.locationa.near Joestreet. Joetown This is the location exfension Find locations near The location extension is useful for local businesses. they can be created using an existing Google Places Account or wth manually entered adres- ses. Multiple adresses can. be used as well Search locations Example: 10 market street, san francisco More than 100 locations found near Joestreet, Joetwon 123 Joestreet, Joetwon (123) 456-7890 - Get Directions 78 Joestreet, Joetwon (123) 1324-7890 - Get Directions This is the product exfension Joe's Shop - The Original | JoesWebsite.com The product extension allows to highlight an existing Google Merchant Feed directly in the Google Search ads. The shown products are automatically selected by Google and can't be di- rectly influenced. In order to use this extension the Google Merchant Account has to be connected with the Google Adwords www.joeswebsite.com/ any search query on Stock: Buy Now Or Never! E Hide products of joeswebsite.com for any search query Product. Description Producti Description Product1 Description Producti Desoription $13.45 Product. Descriptio $13.45 $13.45 $13.45 $13.45 Account. The Top 3 Tactics for optimizing a Google AdWords Account! 1 Create highly targeted Ad Groups There should always be at least 2 ad variations per ad group! (ALWAYS be testing!) Text Ads Text Ads Кeywords Keywords Blue Shoes for Sale! Red Shoes for Sale! www.mariaswebsite.com Blue Shoes are On Sale Now: www.mariaswebsite.com Red Shoes are On Sale Now: Improve your Look now! red shoes reddish shoes blue shoes blueish shoes blue shoe Improve your Look now! red shoe For Sale: Blue Shoes For Sale: Red Shoes www.mariaswebsite.com On Sale Now: Red Shoes Improve your Look now! shoe blue shoe red blue pair of shoes www.mariaswebsite.com red pair of shoes On Sale Now: Blue Shoes Improve your Look now! The keywords should define a group around a seed-keyword. a semantic Keep the maximum number of keywords per ad group somewhere around 5! ("red shoes" in this case) 2) A/B testing of ad Copy Impressions Clicks Conversions Impressions Clicks Conversions 2000 100 15 1500 100 8 BLUE SHOES ON SALE ON SALE CVR means Conversion Rate CTR means Click-Through-Rate BLUE SHOES Always define a clever KPI to test ad CTR CVR CTR CVR variants: CTR ist not always the best 10% 15% 6,6% 8% one.... KPI A В Winner Confidence EXAMPLE CTR 5% 6,6% В 96,09% CVR 10% 8% A 88,15% Always consider confidence! Experiments should be solely based on data, not your gut feeling (which only inidcates hunger!) 3) Clever biding strategies: 3 easy rules These are 3 simple rules that help when starting up a fresh account! Raise max CPC to first Pause keywords when: Time Period: 30 days Number of Impressions: >200 Click-Through-Rate: < 1% Pause Text Ads when: Time Period: 30 days Number of Impressions: >200 Click-Through-Rate: < 1% page bid estimate: Time Period: 30 days Average Position: > 1.8 Quality Factor: < 4 СРС These 3 rules are great for raising qualityfactor throughout the account brought to you by: pulpmedia.at Concept by : Ulf Weihbold Twitter: @ Ulef Graphics by : Patrick Schmid Twitter: @ patrick_schmid PULP. media Google AdWords M advertising service is a trademark of Google Inc." Pulpmedia GmbH | Linzer Straße 1 | 4040 Linz, Austria | Tel: +43 732 890208-0 | Mail: [email protected] | Follow us on Twitter: @pulpmedia How does Google AdWords work? What happens when you enter a query into Google? Google any search query Search Google looks up the keywords AdWords advertisers bid on Adrank Calculation Keywords witha Quality Score below 4 aren't eligible for auctions and don't receive impressions BILLY Qualityscore CPC Кeywords Quality Score 10 a search query 2 10 just a search query 1,5 7 09 at al. =20 Great JOE 08 TIMMY max CPC BILLY 07 CPC Keywords Quality Score TIMMY 06 another search query 2 =24 just a search query 1,5 7 05 Por =20 04 JOE =18 03 Кeywords CPC Quality Score Adrank 02 Bad a search query 3 8 any search query 8 01 max. CPC x Qualityscore = Adrank =24 How does the auction system actually work? between your max. CPC and your actual CPC I The actual CPC paid for a click differs from the max. CPC. Basically it's calculated by the AdRank from the advertiser in the lower position divided by the quality score. There is a difference that Quality Score, historical CTR of the keyword / Display It's not quite clear how the minimum price is unu we're quite sure actual CPC = Competitors Adrank / Your Quality Score culated, Joe pays 2.5 for a click. To calculate this Google takes Billy's AdRank of 20 and divides that by Joe's Quality score of 8. 20 / 8 equals 2.5! URL and max CPC play a calculot in the It's not quite clear how the minimum price is calculated, we're quite sure that Quality Score, historical CTR of the keyword / Display URL and max. CPC play a role in the calculation. max CPC Quality Score AdRank actual CPC Billy's Adrank / Quality Score actual CPC JOE 24 (20/8) = 2.5 Let's say Joe raises the quality Score from 8 to 10. So his still stays on position #1 but pays 20% less for the click! (20/10) = 2 BILLY 2 10 20 (18/10) - 1.8 TIMMY 18 min. Bid That's 20% less costs! Why does that matter or Why should I care? Understanding how the auction works can save a lot of money! Raising your Quality Score lowers not only your costs but also improves your ad positions!. So finally the Google Search Results Page (SERP) will look like this: Google D any search query Search About 3133,700 results 0.14 seconds) Go lo Googla.com Advance Search These are simply organic results organicresults.com/ Cached Simlar Paom This the typical "Google Snippet". Normally this snippet is generated based on the "meta description from the indexed Page Joe's Shop www.joeswobsite.com Joe's Ad has Position 1! Highest Bid & QF of 10. Timmy's Shop The text here is typically taken from the page title tag organicresultstwo.com/ Sached Simlar Paom The meta description and the title tag is also taken into account hen the Quality Score is calculated! So watch out and optimize them! www.mariaswebsite.com Writing In CamelCase Helps Improve The CTR: Try It! Even more organic results organicresultstwo.com/ Cached Simlar Pagm But since this is an infographic about google adwords l don'care aboute that part here. So you can look away. Honestly. Billy's Shop www.billyswebsite.com We have any search query too: Now without shipping costs! Sometimes the SERPS look a bit different: These are the Ad Extensions! Joe's Shop - The Original | JoesWebsite.com Timmy's Shop www.joeswebsite.com/ joeswebsite.com is rated ***** 120 Reviews any search query on Stock: Buy Now Or Never! On Sale Now www.mariaswebsite.com Writing In CamelCase Helps Improve The CTR: Try It! On Sale Now Great New Collection Great New Collection Billy's Shop www.billyswebsite.com Shipping Coupons Shipping Coupons * * * * This is the seller rating extension The seller rating extension is added automatically! In order to qualify the URL must have at least 30 unique reviews with 4 or more stars on Google Product Search. Sometimes ads are shown on top of organic search results. To qualify ads "have to meet positions can't be bought but have to be eamed. "Sitelinks Extensions" n standards". These These sitelinks can be found on the "Ad Extensions" tab and are the so „Sitelinks Extensions. certain called Joe's Shop - The Original | JoesWebsite.com www.joeswebsite.com/ any search query on Stock: Buy Now Or Never! O Hide map of joeswebsite.com.locationa.near Joestreet. Joetown This is the location exfension Find locations near The location extension is useful for local businesses. they can be created using an existing Google Places Account or wth manually entered adres- ses. Multiple adresses can. be used as well Search locations Example: 10 market street, san francisco More than 100 locations found near Joestreet, Joetwon 123 Joestreet, Joetwon (123) 456-7890 - Get Directions 78 Joestreet, Joetwon (123) 1324-7890 - Get Directions This is the product exfension Joe's Shop - The Original | JoesWebsite.com The product extension allows to highlight an existing Google Merchant Feed directly in the Google Search ads. The shown products are automatically selected by Google and can't be di- rectly influenced. In order to use this extension the Google Merchant Account has to be connected with the Google Adwords www.joeswebsite.com/ any search query on Stock: Buy Now Or Never! E Hide products of joeswebsite.com for any search query Product. Description Producti Description Product1 Description Producti Desoription $13.45 Product. Descriptio $13.45 $13.45 $13.45 $13.45 Account. The Top 3 Tactics for optimizing a Google AdWords Account! 1 Create highly targeted Ad Groups There should always be at least 2 ad variations per ad group! (ALWAYS be testing!) Text Ads Text Ads Кeywords Keywords Blue Shoes for Sale! Red Shoes for Sale! www.mariaswebsite.com Blue Shoes are On Sale Now: www.mariaswebsite.com Red Shoes are On Sale Now: Improve your Look now! red shoes reddish shoes blue shoes blueish shoes blue shoe Improve your Look now! red shoe For Sale: Blue Shoes For Sale: Red Shoes www.mariaswebsite.com On Sale Now: Red Shoes Improve your Look now! shoe blue shoe red blue pair of shoes www.mariaswebsite.com red pair of shoes On Sale Now: Blue Shoes Improve your Look now! The keywords should define a group around a seed-keyword. a semantic Keep the maximum number of keywords per ad group somewhere around 5! ("red shoes" in this case) 2) A/B testing of ad Copy Impressions Clicks Conversions Impressions Clicks Conversions 2000 100 15 1500 100 8 BLUE SHOES ON SALE ON SALE CVR means Conversion Rate CTR means Click-Through-Rate BLUE SHOES Always define a clever KPI to test ad CTR CVR CTR CVR variants: CTR ist not always the best 10% 15% 6,6% 8% one.... KPI A В Winner Confidence EXAMPLE CTR 5% 6,6% В 96,09% CVR 10% 8% A 88,15% Always consider confidence! Experiments should be solely based on data, not your gut feeling (which only inidcates hunger!) 3) Clever biding strategies: 3 easy rules These are 3 simple rules that help when starting up a fresh account! Raise max CPC to first Pause keywords when: Time Period: 30 days Number of Impressions: >200 Click-Through-Rate: < 1% Pause Text Ads when: Time Period: 30 days Number of Impressions: >200 Click-Through-Rate: < 1% page bid estimate: Time Period: 30 days Average Position: > 1.8 Quality Factor: < 4 СРС These 3 rules are great for raising qualityfactor throughout the account brought to you by: pulpmedia.at Concept by : Ulf Weihbold Twitter: @ Ulef Graphics by : Patrick Schmid Twitter: @ patrick_schmid PULP. media Google AdWords M advertising service is a trademark of Google Inc." Pulpmedia GmbH | Linzer Straße 1 | 4040 Linz, Austria | Tel: +43 732 890208-0 | Mail: [email protected] | Follow us on Twitter: @pulpmedia How does Google AdWords work? What happens when you enter a query into Google? Google any search query Search Google looks up the keywords AdWords advertisers bid on Adrank Calculation Keywords witha Quality Score below 4 aren't eligible for auctions and don't receive impressions BILLY Qualityscore CPC Кeywords Quality Score 10 a search query 2 10 just a search query 1,5 7 09 at al. =20 Great JOE 08 TIMMY max CPC BILLY 07 CPC Keywords Quality Score TIMMY 06 another search query 2 =24 just a search query 1,5 7 05 Por =20 04 JOE =18 03 Кeywords CPC Quality Score Adrank 02 Bad a search query 3 8 any search query 8 01 max. CPC x Qualityscore = Adrank =24 How does the auction system actually work? between your max. CPC and your actual CPC I The actual CPC paid for a click differs from the max. CPC. Basically it's calculated by the AdRank from the advertiser in the lower position divided by the quality score. There is a difference that Quality Score, historical CTR of the keyword / Display It's not quite clear how the minimum price is unu we're quite sure actual CPC = Competitors Adrank / Your Quality Score culated, Joe pays 2.5 for a click. To calculate this Google takes Billy's AdRank of 20 and divides that by Joe's Quality score of 8. 20 / 8 equals 2.5! URL and max CPC play a calculot in the It's not quite clear how the minimum price is calculated, we're quite sure that Quality Score, historical CTR of the keyword / Display URL and max. CPC play a role in the calculation. max CPC Quality Score AdRank actual CPC Billy's Adrank / Quality Score actual CPC JOE 24 (20/8) = 2.5 Let's say Joe raises the quality Score from 8 to 10. So his still stays on position #1 but pays 20% less for the click! (20/10) = 2 BILLY 2 10 20 (18/10) - 1.8 TIMMY 18 min. Bid That's 20% less costs! Why does that matter or Why should I care? Understanding how the auction works can save a lot of money! Raising your Quality Score lowers not only your costs but also improves your ad positions!. So finally the Google Search Results Page (SERP) will look like this: Google D any search query Search About 3133,700 results 0.14 seconds) Go lo Googla.com Advance Search These are simply organic results organicresults.com/ Cached Simlar Paom This the typical "Google Snippet". Normally this snippet is generated based on the "meta description from the indexed Page Joe's Shop www.joeswobsite.com Joe's Ad has Position 1! Highest Bid & QF of 10. Timmy's Shop The text here is typically taken from the page title tag organicresultstwo.com/ Sached Simlar Paom The meta description and the title tag is also taken into account hen the Quality Score is calculated! So watch out and optimize them! www.mariaswebsite.com Writing In CamelCase Helps Improve The CTR: Try It! Even more organic results organicresultstwo.com/ Cached Simlar Pagm But since this is an infographic about google adwords l don'care aboute that part here. So you can look away. Honestly. Billy's Shop www.billyswebsite.com We have any search query too: Now without shipping costs! Sometimes the SERPS look a bit different: These are the Ad Extensions! Joe's Shop - The Original | JoesWebsite.com Timmy's Shop www.joeswebsite.com/ joeswebsite.com is rated ***** 120 Reviews any search query on Stock: Buy Now Or Never! On Sale Now www.mariaswebsite.com Writing In CamelCase Helps Improve The CTR: Try It! On Sale Now Great New Collection Great New Collection Billy's Shop www.billyswebsite.com Shipping Coupons Shipping Coupons * * * * This is the seller rating extension The seller rating extension is added automatically! In order to qualify the URL must have at least 30 unique reviews with 4 or more stars on Google Product Search. Sometimes ads are shown on top of organic search results. To qualify ads "have to meet positions can't be bought but have to be eamed. "Sitelinks Extensions" n standards". These These sitelinks can be found on the "Ad Extensions" tab and are the so „Sitelinks Extensions. certain called Joe's Shop - The Original | JoesWebsite.com www.joeswebsite.com/ any search query on Stock: Buy Now Or Never! O Hide map of joeswebsite.com.locationa.near Joestreet. Joetown This is the location exfension Find locations near The location extension is useful for local businesses. they can be created using an existing Google Places Account or wth manually entered adres- ses. Multiple adresses can. be used as well Search locations Example: 10 market street, san francisco More than 100 locations found near Joestreet, Joetwon 123 Joestreet, Joetwon (123) 456-7890 - Get Directions 78 Joestreet, Joetwon (123) 1324-7890 - Get Directions This is the product exfension Joe's Shop - The Original | JoesWebsite.com The product extension allows to highlight an existing Google Merchant Feed directly in the Google Search ads. The shown products are automatically selected by Google and can't be di- rectly influenced. In order to use this extension the Google Merchant Account has to be connected with the Google Adwords www.joeswebsite.com/ any search query on Stock: Buy Now Or Never! E Hide products of joeswebsite.com for any search query Product. Description Producti Description Product1 Description Producti Desoription $13.45 Product. Descriptio $13.45 $13.45 $13.45 $13.45 Account. The Top 3 Tactics for optimizing a Google AdWords Account! 1 Create highly targeted Ad Groups There should always be at least 2 ad variations per ad group! (ALWAYS be testing!) Text Ads Text Ads Кeywords Keywords Blue Shoes for Sale! Red Shoes for Sale! www.mariaswebsite.com Blue Shoes are On Sale Now: www.mariaswebsite.com Red Shoes are On Sale Now: Improve your Look now! red shoes reddish shoes blue shoes blueish shoes blue shoe Improve your Look now! red shoe For Sale: Blue Shoes For Sale: Red Shoes www.mariaswebsite.com On Sale Now: Red Shoes Improve your Look now! shoe blue shoe red blue pair of shoes www.mariaswebsite.com red pair of shoes On Sale Now: Blue Shoes Improve your Look now! The keywords should define a group around a seed-keyword. a semantic Keep the maximum number of keywords per ad group somewhere around 5! ("red shoes" in this case) 2) A/B testing of ad Copy Impressions Clicks Conversions Impressions Clicks Conversions 2000 100 15 1500 100 8 BLUE SHOES ON SALE ON SALE CVR means Conversion Rate CTR means Click-Through-Rate BLUE SHOES Always define a clever KPI to test ad CTR CVR CTR CVR variants: CTR ist not always the best 10% 15% 6,6% 8% one.... KPI A В Winner Confidence EXAMPLE CTR 5% 6,6% В 96,09% CVR 10% 8% A 88,15% Always consider confidence! Experiments should be solely based on data, not your gut feeling (which only inidcates hunger!) 3) Clever biding strategies: 3 easy rules These are 3 simple rules that help when starting up a fresh account! Raise max CPC to first Pause keywords when: Time Period: 30 days Number of Impressions: >200 Click-Through-Rate: < 1% Pause Text Ads when: Time Period: 30 days Number of Impressions: >200 Click-Through-Rate: < 1% page bid estimate: Time Period: 30 days Average Position: > 1.8 Quality Factor: < 4 СРС These 3 rules are great for raising qualityfactor throughout the account brought to you by: pulpmedia.at Concept by : Ulf Weihbold Twitter: @ Ulef Graphics by : Patrick Schmid Twitter: @ patrick_schmid PULP. media Google AdWords M advertising service is a trademark of Google Inc." Pulpmedia GmbH | Linzer Straße 1 | 4040 Linz, Austria | Tel: +43 732 890208-0 | Mail: [email protected] | Follow us on Twitter: @pulpmedia How does Google AdWords work? What happens when you enter a query into Google? Google any search query Search Google looks up the keywords AdWords advertisers bid on Adrank Calculation Keywords witha Quality Score below 4 aren't eligible for auctions and don't receive impressions BILLY Qualityscore CPC Кeywords Quality Score 10 a search query 2 10 just a search query 1,5 7 09 at al. =20 Great JOE 08 TIMMY max CPC BILLY 07 CPC Keywords Quality Score TIMMY 06 another search query 2 =24 just a search query 1,5 7 05 Por =20 04 JOE =18 03 Кeywords CPC Quality Score Adrank 02 Bad a search query 3 8 any search query 8 01 max. CPC x Qualityscore = Adrank =24 How does the auction system actually work? between your max. CPC and your actual CPC I The actual CPC paid for a click differs from the max. CPC. Basically it's calculated by the AdRank from the advertiser in the lower position divided by the quality score. There is a difference that Quality Score, historical CTR of the keyword / Display It's not quite clear how the minimum price is unu we're quite sure actual CPC = Competitors Adrank / Your Quality Score culated, Joe pays 2.5 for a click. To calculate this Google takes Billy's AdRank of 20 and divides that by Joe's Quality score of 8. 20 / 8 equals 2.5! URL and max CPC play a calculot in the It's not quite clear how the minimum price is calculated, we're quite sure that Quality Score, historical CTR of the keyword / Display URL and max. CPC play a role in the calculation. max CPC Quality Score AdRank actual CPC Billy's Adrank / Quality Score actual CPC JOE 24 (20/8) = 2.5 Let's say Joe raises the quality Score from 8 to 10. So his still stays on position #1 but pays 20% less for the click! (20/10) = 2 BILLY 2 10 20 (18/10) - 1.8 TIMMY 18 min. Bid That's 20% less costs! Why does that matter or Why should I care? Understanding how the auction works can save a lot of money! Raising your Quality Score lowers not only your costs but also improves your ad positions!. So finally the Google Search Results Page (SERP) will look like this: Google D any search query Search About 3133,700 results 0.14 seconds) Go lo Googla.com Advance Search These are simply organic results organicresults.com/ Cached Simlar Paom This the typical "Google Snippet". Normally this snippet is generated based on the "meta description from the indexed Page Joe's Shop www.joeswobsite.com Joe's Ad has Position 1! Highest Bid & QF of 10. Timmy's Shop The text here is typically taken from the page title tag organicresultstwo.com/ Sached Simlar Paom The meta description and the title tag is also taken into account hen the Quality Score is calculated! So watch out and optimize them! www.mariaswebsite.com Writing In CamelCase Helps Improve The CTR: Try It! Even more organic results organicresultstwo.com/ Cached Simlar Pagm But since this is an infographic about google adwords l don'care aboute that part here. So you can look away. Honestly. Billy's Shop www.billyswebsite.com We have any search query too: Now without shipping costs! Sometimes the SERPS look a bit different: These are the Ad Extensions! Joe's Shop - The Original | JoesWebsite.com Timmy's Shop www.joeswebsite.com/ joeswebsite.com is rated ***** 120 Reviews any search query on Stock: Buy Now Or Never! On Sale Now www.mariaswebsite.com Writing In CamelCase Helps Improve The CTR: Try It! On Sale Now Great New Collection Great New Collection Billy's Shop www.billyswebsite.com Shipping Coupons Shipping Coupons * * * * This is the seller rating extension The seller rating extension is added automatically! In order to qualify the URL must have at least 30 unique reviews with 4 or more stars on Google Product Search. Sometimes ads are shown on top of organic search results. To qualify ads "have to meet positions can't be bought but have to be eamed. "Sitelinks Extensions" n standards". These These sitelinks can be found on the "Ad Extensions" tab and are the so „Sitelinks Extensions. certain called Joe's Shop - The Original | JoesWebsite.com www.joeswebsite.com/ any search query on Stock: Buy Now Or Never! O Hide map of joeswebsite.com.locationa.near Joestreet. Joetown This is the location exfension Find locations near The location extension is useful for local businesses. they can be created using an existing Google Places Account or wth manually entered adres- ses. Multiple adresses can. be used as well Search locations Example: 10 market street, san francisco More than 100 locations found near Joestreet, Joetwon 123 Joestreet, Joetwon (123) 456-7890 - Get Directions 78 Joestreet, Joetwon (123) 1324-7890 - Get Directions This is the product exfension Joe's Shop - The Original | JoesWebsite.com The product extension allows to highlight an existing Google Merchant Feed directly in the Google Search ads. The shown products are automatically selected by Google and can't be di- rectly influenced. In order to use this extension the Google Merchant Account has to be connected with the Google Adwords www.joeswebsite.com/ any search query on Stock: Buy Now Or Never! E Hide products of joeswebsite.com for any search query Product. Description Producti Description Product1 Description Producti Desoription $13.45 Product. Descriptio $13.45 $13.45 $13.45 $13.45 Account. The Top 3 Tactics for optimizing a Google AdWords Account! 1 Create highly targeted Ad Groups There should always be at least 2 ad variations per ad group! (ALWAYS be testing!) Text Ads Text Ads Кeywords Keywords Blue Shoes for Sale! Red Shoes for Sale! www.mariaswebsite.com Blue Shoes are On Sale Now: www.mariaswebsite.com Red Shoes are On Sale Now: Improve your Look now! red shoes reddish shoes blue shoes blueish shoes blue shoe Improve your Look now! red shoe For Sale: Blue Shoes For Sale: Red Shoes www.mariaswebsite.com On Sale Now: Red Shoes Improve your Look now! shoe blue shoe red blue pair of shoes www.mariaswebsite.com red pair of shoes On Sale Now: Blue Shoes Improve your Look now! The keywords should define a group around a seed-keyword. a semantic Keep the maximum number of keywords per ad group somewhere around 5! ("red shoes" in this case) 2) A/B testing of ad Copy Impressions Clicks Conversions Impressions Clicks Conversions 2000 100 15 1500 100 8 BLUE SHOES ON SALE ON SALE CVR means Conversion Rate CTR means Click-Through-Rate BLUE SHOES Always define a clever KPI to test ad CTR CVR CTR CVR variants: CTR ist not always the best 10% 15% 6,6% 8% one.... KPI A В Winner Confidence EXAMPLE CTR 5% 6,6% В 96,09% CVR 10% 8% A 88,15% Always consider confidence! Experiments should be solely based on data, not your gut feeling (which only inidcates hunger!) 3) Clever biding strategies: 3 easy rules These are 3 simple rules that help when starting up a fresh account! Raise max CPC to first Pause keywords when: Time Period: 30 days Number of Impressions: >200 Click-Through-Rate: < 1% Pause Text Ads when: Time Period: 30 days Number of Impressions: >200 Click-Through-Rate: < 1% page bid estimate: Time Period: 30 days Average Position: > 1.8 Quality Factor: < 4 СРС These 3 rules are great for raising qualityfactor throughout the account brought to you by: pulpmedia.at Concept by : Ulf Weihbold Twitter: @ Ulef Graphics by : Patrick Schmid Twitter: @ patrick_schmid PULP. media Google AdWords M advertising service is a trademark of Google Inc." Pulpmedia GmbH | Linzer Straße 1 | 4040 Linz, Austria | Tel: +43 732 890208-0 | Mail: [email protected] | Follow us on Twitter: @pulpmedia

How does Google AdWords work?

shared by Ulef on Oct 19
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This Infographic is explaining how Google AdWords really works! While explaining the auction system it also gives hints and tactics for how to improve AdWords performance.

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