4341601 Essentials of Digital Marketing 236370316039

Practical:-16
Aim:- Optimize your Google Ad campaign results with the use of the
Google Analytics tool, proper keyword selections, Ad groups, and bid
adjustments.
 4341601 Essentials of Digital Marketing 236370316039

Practical:-16
Aim:- Optimize your Google Ad campaign results with the use of the
Google Analytics tool, proper keyword selections, Ad groups, and bid
adjustments.

What is a Google Ads campaign?

An AdWords campaign is an ad campaign within a Google Ads account. An AdWords

campaign is usually composed of several ad groups. Each ad group serves different ad
texts based on the type of keyword a user may type into Google’s search engine. Common ad
campaign groupings include geography, device segmentation, and product type. For example,
A furniture store selling chairs and tables can choose to have different ad campaigns for each
of its products.

There’s more to a Google Ads campaign than sitting back and waiting for visitors to click on
your ads. You need to make sure that the ads you’ve created are being displayed to the right
people, and that you’re not paying too much for keywords that won’t offer you beneficial
returns.

WordStream for PPC finds your most valuable AdWords keywords, because it mines your
site’s traffic and conversion data for search queries that visitors have actually used to find you.
Using these terms in your AdWords campaign results in several important benefits:
 Guaranteed qualified traffic
 A higher click-through rate (CTR)
 A lower cost per click (CPC)
 Better paid search engine rankings
 A higher Quality Score

What Is a Google Ads Bid?

A Google Ads bid is the amount you’re willing to pay for a click on your ad.

This bid plays a crucial role in determining where your ad appears on the page (also known as
its placement).

Better ad placement can significantly influence how your ad performs. This can mean more
clicks, more visitors to your website, and more opportunities for your business to increase its
ROI.
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How Google Ads Bidding Works

For every ad space Google has available—whether on a search engine results page (SERP) or
within the Google Display Network (GDN)—Google Ads runs an auction where marketers can
bid on the ad space.

The higher your bid, the better your chances of winning and getting your ad placed in the
available space.

But it's not just about the highest bidder.

Google Ads considers several factors when choosing who wins each auction, including:

1. Max cost per click (CPC): The maximum amount you’re willing to pay for a click on your ad
2. Quality score: This metric evaluates the quality and relevance of your ad based on the
expected click-through rate (CTR), ad relevance, and landing page experience
3. Ad Rank thresholds: Google Ads sets minimum quality thresholds for ads to ensure users see
high-quality advertisements. Your ad must meet these thresholds for it to appear.
4. Auction competitiveness: The closer the ad ranks of two competing ads, the more evenly they
compete for the same spot. For example, a larger gap in Ad Rank increases the likelihood of
the higher-ranked ad winning but at a potentially higher CPC due to the certainty of its
placement.
5. Search context: Google Ads considers the searcher's context, including factors like their
search terms, location, device type, and time of search, to deliver the most relevant ads
6. Ad assets and formats impact: Adding ad assets like phone numbers or additional links can
enhance your ad's effectiveness. Google Ads predicts how these assets and formats will
influence your ad's performance, aiming to improve visibility and engagement.

The above factors, including your industry’s competitiveness, determine your Ad Rank.

A higher Ad Rank can mean a more prominent placement on Google’s SERPs or GDN, even
if your bid is lower than others.

That's why it's important to both design quality ads and develop a successful Google Ads
bidding strategy. Winning high-quality ad placements can get your ads more clicks and
conversions, increasing the ROI on your Google Ads spend.

Here’s a summary of how Google Ads bidding works:

 Choose a Google Ads bid strategy: Decide how you want to bid. Google offers several
strategies. For instance, you can bid to get more clicks to your website, more visibility for
your brand, or more conversions, like sales or signups.
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 Set your bid: Let’s say you choose to bid for clicks. You tell Google, “I’m willing to pay up
to 50 cents for each person who clicks on my ad.” That’s your bid.
 Enter the auction: Every time someone searches on Google, the auction starts. Google
checks if your ad matches what the person is searching for. If it does, you enter the auction
with other advertisers bidding for the same keyword(s).
 Win the auction: Google looks at how much you bid and how relevant your ad is to the
searcher. It’s like being in a farmers market where you're trying to sell the best apples. If your
apples (ad) are exactly what a buyer (searcher) is looking for, and your price (bid) is right,
you're more likely to make the sale. Just as the quality of your apples and how much you ask
for them determines your success at the market, in Google Ads, the relevance of your ad and
your bid amount determine your ad's visibility.
 Pay for the ad: You only pay what’s needed to outbid the next advertiser. If you bid 50 cents,
but the next highest bid is 30 cents, you might only pay 31 cents for that click.

Types of Google Ads Bid Strategies

Manual Cost-per-Click (CPC) Bidding

Manual CPC bidding allows you to set and adjust your bids at the keyword or ad group level.
Simply specify the highest amount you’re willing to pay for a click on your ad for each
keyword.
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This hands-on approach is ideal if you prefer direct control and have the time to manage your
campaigns actively. However, it requires much attention and consistent oversight to maximize
its effectiveness.

Automated Bidding

Automated bidding strategies in Google Ads use algorithms to optimize bids for your ads.
These algorithms focus on performance goals to maximize the likelihood of clicks or
conversions.

This type of strategy is an excellent example of PPC automation that saves time while
optimizing your ad campaigns for better ROI.

Automated bidding is ideal to reduce the time spent on bid management without harming ad
performance.

Smart Bidding

Smart bidding is a subset of automated bidding strategies for Google Ads, focusing on
optimizing for conversions or conversion value in real time.

This type of bidding strategy uses Google’s AI at each auction—known as “auction-time

bidding”—and considers several auction-time signals like device, location, and time of day to
increase each bid’s precision.

Smart Bidding is ideal if you want to use AI for enhanced bidding efficiency, especially in
cases where conversion optimization is your primary goal.
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Ad group: Definition

An ad group contains one or more ads that share similar targets.

 Each of your campaigns is made up of one or more ad groups.

 Use ad groups to organize your ads by a common theme. For example, try separating
ad groups into the different product or service types you offer.

What Are Google Ads Keywords?

Google Ads keywords are words or phrases used to match your ads with the terms your
potential customers are searching for.

Choosing relevant keywords can help you reach the right users when they’re searching for
businesses like yours.

Let’s say you own a hair salon. And want to attract more clients.

You would likely target certain keywords with your ads. Like "haircut near me,” “best hair
salon,” or “hair stylist.” To connect with potential clients seeking your services.

But targeting keywords like “hair salon jobs” or “how to color your own hair” might attract the
wrong crowd.

Because they don’t align with your services. And don’t match what the user is trying to find
(also known as search intent).

The keywords you select are just one of the ways to control who sees your ads. And when.

How Do Google Ads Keywords Work?

When someone enters a search query like “haircut near me” on Google, an automated auction
starts in the background.

The Google Ads auction determines which ads get displayed. And in which order. Using an
algorithm called Ad Rank.

Ad rank considers several factors, including:

 Bid amount: How much you’re willing to pay

 Quality and relevance: Things like expected click-through rates, ad relevance, and landing
page experience
 Ad rank thresholds: The minimum price required to show your ad
 Competitiveness: How many other businesses are bidding on the same keywords
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 Search context: The searcher’s location, device, time of search, other search results
displayed on the page, and user signals

This ranking system helps ensure the most relevant ad is shown for any given query. At any
time. The rank of any ad can change whenever it is eligible to appear.

Using the earlier example, even if you bid less than your competitors on the keyword “best hair
salon,” you could still rank in a higher position.

If your ad is higher quality. And more relevant to the search.

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What Is Bid Adjustment?

Bid adjustment is a feature in Google Ads that allows you to increase or decrease your bids

for certain criteria. This gives you more control over your bidding strategies and helps you

target specific audiences more effectively. You can set bid adjustments based on factors such

as location, device type, time of the day, past website visitors, and other criteria. Making bid

adjustments is an effective way to get the most out of your advertising campaigns. You can

adjust bids to prioritize different audiences or focus on certain areas that have

higher conversion rates. Bid modifiers also give you the ability to adjust bids for a particular

criterion without changing the targeting of your campaign or ad group. This is especially useful

if you want to focus on certain times or locations where your ads perform better than others.
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8 Google Ads bid adjustment types

The Google Ads platform provides eight types of bid adjustments. Availability and
adjustment ranges depend on the campaign type you choose.

1. Device bid adjustments

Device bid adjustments control how frequently your ads reach desktop, mobile, and tablet
users. You can adjust by anywhere from -100% to +900% at the campaign or ad group level.
You can use this option for search, display, video, and Shopping campaigns.

2. Location bid adjustments

Location bid adjustments affect how often you show ads to users in various geographic
regions. They work at the campaign level and allow for -90% to +900% modifications. This
option is compatible with search, display, video, and Shopping campaigns.

3. Ad scheduling bid adjustments

Ad scheduling bid adjustments let you increase by up to 900% or decrease by up to 90% what
you want to pay at a certain time of day or day of the week. This option works with search,
display, video, and Shopping campaigns and requires a custom ad schedule.

4. Top content bid adjustments

If you want to show your ads more frequently alongside popular content, top content bid
adjustments can help. They work at the ad group level and allow for as much as a 500%
increase. You can use this option for Display Network and video campaigns.

5. Targeting method bid adjustments

To change how frequently your ads show on certain topics and ad placements, use targeting
method bid adjustments. They let you bid up to 900% more or 90% less than normal and
work at the campaign and ad group level. This option is available for Display and Search
Network campaigns.

6. Remarketing bid adjustments

Do you use remarketing lists for search ads (RLSA) to reconnect with people who have
already visited your site? Remarketing bid adjustments can help you reach recent visitors
more reliably, with options ranging from -90% to +900%. RLSA bid adjustments work with
search, Shopping, and YouTube campaigns at the ad group and campaign level.

7. Interactions bid adjustments

If you run call-only ads or you use call extensions, interactions bid adjustments can help you
connect with users on mobile devices more or less frequently. This option works at the
campaign level on the Search Network only.
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8. Demographics bid adjustments

To increase or decrease your chance of reaching people in a certain gender, age range, or
income groups, use demographics bid adjustments. They allow for up to 90% decreases and
up to 900% increases at the campaign or ad group level. You can leverage this demographic
targeting option with both display and search campaigns.