Introduction to Online Advertising. Online advertising has been part of our lives since 1993. The growing number of users and time spent online are factors increasing online advertising's share. Another important point is that consumers…
Introduction to Online Advertising. Online advertising has been part of our lives since 1993. The growing number of users and time spent online are factors increasing online advertising's share. Another important point is that consumers…
The Fundamentals of Google Advertising — post content
Introduction to Online Advertising
Online advertising has been part of our lives since 1993
The growing number of users and time spent online are factors that increase the share of online advertising
Another important point is that consumers benefit most from online channels in their decision-making processes
About Google AdWords
Google AdWords is Google's advertising platform
Google AdWords launched in October 2000
Starting as ad displays on the Google search page, the system has, over time, become a very broad advertising network
With Google, you can run ads on the following channels:
Google Search Network: Google search pages such as .com.tr, Google.de
Search Partners Network: Google sites with search functions such as Maps, Groups, and independent sites and portals that take advantage of Google's infrastructure for search functionality
Display Network: Google-owned sites such as YouTube, Gmail, Blogger, DoubleClick, and tens of thousands of independent sites that have agreements with Google to publish Google ads
Based on your preferences in your campaign settings, you can run your ads in these 3 areas.
Search Ads, also categorized as Direct Response, are for advertisers with goals such as registration, appointment requests, phone calls, or sales
Display Network is for advertisers aiming to increase brand and product awareness
Before setting up an AdWords account and its campaigns, the advertiser's goals and the customer's Target Market should be considered.
AdWords Accounts
There are 2 types of AdWords accounts: Standard account and My Client Center (MCC) account
You can sign up for AdWords with a Google account. Or a new address you define becomes your Google account. (You can use your corporate email address, a Gmail address, or another email address) — a unique email address is required and
Your Google account has a single common password — for example, if you use the same address for AdWords and YouTube, a password change you make on one site will be valid for all sites
When setting up a new AdWords account; you need to set the Country, Time Zone, and Currency. Set these values carefully because you cannot change them later.
At the account level, you set a unique email address, password, payment and billing information, and account notification settings
There are 2 options for billing: Automatic Payments and Manual Payments
Automatic Payments lets you spend on advertising up to a certain limit linked to a credit card and pay later
Manual Payments is the model where you transfer your budget to your account by bank transfer or credit card and then use this budget on your campaigns
Apart from these, MCC (Manager-Defined Spending), which can be made available by Google for agency use; allows agencies to define specific budgets through the MCC account to be used in specific time frames for the customers they wish. It provides benefits in terms of period-budget control
Access to the AdWords account, for other users
Email-Only Access: Receives notifications, reports, and alerts via email; cannot log in to access the account.
Read-Only Access: Can view and run reports. Glance at the Campaigns and Opportunities tabs
Standard Access: Can edit campaigns. Cannot grant access to other users or change account settings.
Administrative Access: Can grant account access and change access levels. Can unlink MCC accounts. Cancel access/invitation
MCC Access: Can grant/change read-only or standard account access.
My Client Center (MCC) Accounts
MCC accounts are a type of account used by agencies or advertisers with multiple accounts who manage their own campaigns
MCC is an umbrella account that lets you view and manage many accounts with a single login.
Other MCC accounts and standard AdWords accounts can be linked to an MCC account.
MCC accounts can be linked nested up to 5 vertical layers. A maximum of 5 MCC accounts can be linked directly to an MCC account
MCC accounts can be granted access at different permission levels, just like standard AdWords accounts
From your MCC account, you can send an access request by typing the customer's 10-digit AdWords account number.
Creating Campaigns and Campaign Settings
Before starting to create your campaigns, definitely set up your account and campaign structure
For search ads in particular, it's recommended to base your Campaign and Ad Group structure on the tree structure of your products-services on your site
– select the networks where your ads will be served
Location: Used in the sense of geographic location. You can select Country, Province, City, custom-defined regions. Lets you define the geographic location of the consumers you'll target.
Language: Defines the language in which the consumers you'll target use the Google interface
Devices: You can target Desktop and laptop, tablets, mobile phones; operating systems and versions; carrier and/or wireless connection.
Daily Budget: The maximum daily amount your campaign will spend. Partial overspends may occur, on subsequent days
Bid Types
Manual Cost-Per-Click (CPC) Bidding: You manage bids with all detailed settings
Automatic CPC: AdWords manages your bids to maximize the total number of clicks.
Enhanced CPC: AdWords manages your bids to maximize the number of conversions.
CPA Bidding: With a cost target or limit, AdWords manages your budget to get the maximum conversions.
CPM: Cost-Per-Thousand-Impressions (CPM) bid. Can only be used in Display Network-targeted campaigns.
To use Enhanced CPC and CPA bids, you must have conversion definitions and your campaign must have at least 15 conversions in the last 30 days
Delivery Method: The Standard setting ensures your ads are served spread throughout the day (shown intermittently if your budget is limited). The Accelerated option shows your ads continuously at the start of the day until your budget is depleted.
Ad Scheduling: Ensures ads are served on specific days and hours. At the same time, you can have your campaign start and/or stop on a day you predefine.
'Pending'campaign status refers to campaigns whose start date has not yet arrived
Ad Rotation: You can determine how the different ads in your ad group will be served. The 'Optimize' options ensure better-performing ads are used more often.
Ad Groups
Ad Groups are nested under the Campaign.
Generally, we create different Ad Groups for different products or product groups.
The Ad Group should be built around a theme. Using common themes makes it easier for us to show relevant ads for relevant searches and our ad performance
Under the Ad Group;
Keywords (which words consumers search for, when our ad should display?)
Ads (for this Ad Group, our ads consumers will see (alternatives can be defined)
Placements (for the Display Network, the sites and pages where our ads will be displayed)
Default bids (CPC / CPM bid) are defined
Text Ads
There are different ad types you can use with Google AdWords.
Text Ads are the most-used ad type.
Text ads can be displayed by AdWords in different locations in different sizes, colors, and shapes.
Only text ads are used in the Search Network
Consists of a Headline (25 characters), 2 Description lines (35 characters each), Display URL (35 characters), and Destination URL (1024 characters). Character limits may differ in some languages
The expressions in ads are limited by Google's ad writing policies and the country's laws.
Expressions in ads pass through automatic and manual reviews and are approved or
Some basic rules for ad writing are as follows:
'Too good' offers are reviewed
Miracle cure offers are not allowed
You cannot state that your product/service is the best, the most successful, without proof
You cannot imitate friend offers
Apart from known abbreviations, you cannot write the entire word in capital letters
You cannot use punctuation marks such as ?, ! repeatedly. You cannot constantly use these marks in your ad text
You cannot use unknown abbreviations
Your ad text must be appropriate for all age groups
You cannot repeat the same word 3 times in a row
You cannot use phrases such as 'Click here', etc.
You cannot use trademarked brands whose use is restricted by the owner in your ad text
Tips for a 'Good Ad'
Show ads directly relevant to the search
Make sure search terms appear in your ad text
Highlight features that differentiate your product or service from competitors and make it attractive
Include special offers and deals
Use call-to-action messages
Direct the consumer to a landing page that contains the product/service you are advertising and the details you mentioned in the ad
Phrases such as Free, Just for you, Learn, Opportunity, Grab, Don't miss, Limited number, Until... date, Discover, etc., are powerful, include them as much as possible
Ad Extensions
Provides information and links in addition to the standard ad text
Found in ads at top positions
Can be defined at campaign or ad group level. If both are defined, the ad extension at the Ad Group level is used.
Clicks on ad extensions are charged the same way as a standard ad click.
Types of Ad Extensions and Brief Descriptions
Location Extensions: Provide markers and directions on a map. Can help nearby consumers find your nearest store or call by phone
Sitelinks: Direct links to specific pages on the site (e.g., Sale Items, Campaigns)
Social Extensions: Link to the company's Google+ page
App Extensions: Mobile app download link
Dynamic Search Ad Extension: Links that work automatically based on the structure of the site, changing according to the search
Product Extensions: Links that work automatically based on the structure of the site, providing direct access to products
Display Ads
In Google advertising, the different ad types you can use besides text ads
Image ads: static or animated ads in JPEG, GIF, PNG, and Flash formats
Video ads
Rich media ads: Special formats that allow interaction in the ad area or different media usage
These ad formats, with logo, product image, animation, image, and audio features
Using the Display Network and these formats lets us reach and influence users who are not yet searching for our product.
In Google display ads, IAB standard sizes are used.
Creating animated ads is generally hard, and the Ad Gallery provides dozens of templates you can customize and use. You can use them for free.
You can use TrueView formats when running ads on YouTube.
Cost-Per-View (CPV) pricing is only available on TrueView ads. With CPV, you only pay if the user clicks to watch your video or watches at least 30 seconds in In-Stream impressions.
'Best practices' for image ads:
Try different sizes. If possible, create ads for all sizes
Use your logo, visuals, and colors and themes appropriate for the ad's serving location
Make your ads' visual themes and ad copy show consistency
Take advantage of the Ad Gallery 'Best practices' for video ads:
Use an attention-grabbing, click-driving cover image (static image)
Place your important messages in the first 15-30 seconds of the video
Make your logo/brand evident from the very beginning of the video, visible within the video
Keep the video short to keep the level of interest alive
Keywords
Your keywords determine for which searches you want to display your ads
Under the Ad Group, you create keyword lists.
For search ads, this list expresses the searches you target
For the Display Network, it indicates the words appearing on the pages where you want your ads to be displayed.
To create a keyword list, you can benefit from the Keyword Tool, Google Analytics reports, Google Search Trends
There are 4 keyword match types: Broad Match, Phrase Match, Exact Match, and Negative Match
Broad Match: your ad is shown when the words in your keyword appear in the search, even in a different order.
Phrase Match: Your keyword is enclosed in " " marks.
AdWords treats the expression between the marks as a single, fixed, indivisible word. In the search performed, your keyword must appear as you specified.
Exact Match: The search performed must exactly match your keyword. In your list, your exact-match keywords appear with [ ] marks
Negative Match: Used with the - sign, or listed separately at the ad group / campaign level. Your ad is not shown if any of the words you defined as negative appear in the search performed.
After defining your keywords, if you want to test whether your ads are being displayed, you should do this with the 'Ad Preview and Diagnosis Tool'
AdWords will provide you with new keyword suggestions periodically under the Opportunities menu.
Another way to find new keywords is to enable 'Campaign Experiments'. Campaign experiments let AdWords use a certain portion of your budget to find new keyword ideas for you
Google Auction and Quality Score
AdWords ads are served via an auction system.
The position of ads depends on the advertiser's Maximum CPC bid and the ad's Quality Score.
Maximum CPC bid expresses the highest amount the advertiser is willing to pay when their ad is clicked
Different Max CPC bids for each ad group, even each keyword
For each ad entered in the auction, an Ad Rank value is calculated. This value is the product of the Max CPC Bid and the Quality Score. The ad with the higher Ad Rank is displayed at the top.
The Ad Rank is recalculated for each search.
The Quality Score is included in the calculation for each search
Depending on targeting and budget constraints, different ads compete in each search
The Quality Score depends on the ad's Click-Through Rate, the ad's Relevance, and the quality of the ad's Landing Page
A high Quality Score means a better ad position and/or a lower unit CPC
Your Actual CPC may be different (lower) than your Max CPC bid.
The Actual CPC is the lowest possible bid amount that will keep you above the ad in the position below you.
Quality Score is calculated separately for each of your keywords on the Search Network and is a value out of 10.
You can view the Quality Score of your keyword by adding the relevant column to the displayed table or by hovering your mouse over the bubble in the Status column.
There is a separate quality score for your ads on the Display Network. The quality scores of the Search Network and the quality scores of the Display Network do not affect each other
Landing page quality is more important on the Display Network compared to Search
To improve Landing Page quality: Use Relevant, Original, Clear and Transparent, Easily Accessible pages and content
Ad Groups built around themes increase relevance and click-through rate, helping you achieve higher quality scores
Using negative keywords prevents your ad from being shown in searches that don't convert into clicks, helping you achieve a higher click-through rate
Your daily budget does not affect your Quality Score and your ad position; only your ad display frequency
Having repeating keywords in your account is not ideal. Which of your ads will be shown is not directly controlled
In this case, only 1 of your ads (the one with the higher Ad Rank) is shown — 2 ads from the same account are not shown in the same search result.
Display Network Ads
The Display Network is ideal for advertisers targeting brand awareness.
However, with the right targeting, it can also be used very effectively for the Direct Response goal.
Can attract the interest of users who are not yet doing search-research, get them interested in your products and services
The targetings you can do on the Display Network:
Contextual Targeting (Automatic Placements): You can target the pages on which your ad will be displayed by selecting keywords
Managed Placements: You can manually target the sites and pages where your ads will be shown
Topic (Category) Targeted Placements (Automatic Placements): You can target sites in specific categories as content
Demographically Targeted: You can target the people who will see the ad by specifying visitor demographics (age range, gender)
Interest Targeted: You can target the people who will see the ad by specifying interests
Remarketing: You can target visitors who have previously visited your site
By using multiple targetings together, you can target more sharply — be careful not to narrow the audience too much
Conversion Tracking and Return on Investment
Conversion tracking is very important to measure the efficiency of ads. With Google AdWords, you can define different types of conversions:
Web page conversions: A conversion occurs when a particular page is viewed on your site (such as a thank-you page after form submission or after purchase)
Call conversions: Click-to-call actions from the site or via the ad can be tracked as conversions
App download conversions: You can define downloads of your iOS or Android apps as conversions
You can assign value to conversions. This way, you can monitor how profitable your ad campaign is
Your goal should not be to make maximum profit from 1 sale. You should raise the number of sales and unit profitability together, in a balanced way
Targeting low CPA (high unit profitability) can limit your total profit by reducing the number of conversions.
Positive Return on Investment (ROI) means you are profitable
To increase your budget profitably;
Optimize your campaigns
Achieve positive ROI (achieve profitability)
Increase your budget while watching profitability
Invalid Clicks
Are clicks made outside the intended purpose, with malicious intent
Behaviors such as repeatedly clicking competitors' ads, automatically generating clicks via software, etc.
Google works in detail to detect invalid clicks and protect the advertiser from improper costs
Invalid clicks are eliminated either automatically or detected as a result of proactively performed manual reviews
Invalid click costs that are detected later are deducted from your bill in the first billing period
You can see the refunded cost of detected invalid clicks in the Billing section
If you think there are invalid clicks on your account, request a review
Ad Preview and Diagnosis Tool
Don't perform the operation of checking your ads through Google search. Use the Ad Preview and Diagnosis Tool for checking.
If you do a search on Google, you'll cause impressions that don't get clicks, lowering your CTR and consequently your Quality Score
Your ads don't appear on every search depending on your budget
AdWords rarely shows / does not show users ads they don't click
Your targeting (Location, Language) may not cover the search you'll do. Check your ad by searching on Google
