GOOGLE ADWORD

  Google   Adwords   :-

(1)Brand Awareness:-

(a) Display Network   Campaign   with   Responsive ad   using   VCpm   Bid Strategy   .

Note:- With viewable CPM, you bid on 1,000 viewable impressions and you pay for impressions that are measured as viewable. An ad is counted as "viewable" when 50 percent of your ad shows on screen for one second or longer for Display ads and two seconds or longer for Video ads. Viewable CPM lets you bid on the actual value of your ad appearing in a viewable position on a given placement.

(b)Video     Campaign   with   in stream ad using   CPV   Bid Strategy   .

About cost-per-view (CPV) bidding:-

Cost-per-view (CPV) bidding is the default way to set the amount you'll pay for TrueView video ads in Google Ads. With CPV bidding, you'll pay for video views or interactions (such as clicks on call-to-action overlays, cards, and companion banners).

To set a CPV bid, you enter the highest amount you want to pay per view while setting up your ad group.

Your bid is called your maximum CPV bid, or simply "max. CPV." This bid applies to all ads in an ad group.

Example

If you think it's worth 25 cents to have someone watch your video, you can set US$0.25 as your max CPV bid. This means:

·         For a TrueView in-stream video ad, you'll pay a maximum of US$0.25 when someone watches 30 seconds of your video (or the duration if it's shorter than 30 seconds) or engages with an interactive element, whichever comes first

(2)INCREASE WEBSITE VISITOR AND LEAD GENERATION   :-

(a) Search Network   Campaign   with   text   ad   using   bid strategy     manual  cpc.

Manual CPC bidding:-

A bidding method that lets you set your own maximum cost-per-click (CPC) for your ads. This differs from automated bid strategies, which set bid amounts for you.

·         Manual CPC bidding gives you control to set the maximum amount that you could pay for each click on your ads.

·         You start by setting a maximum cost-per-click (CPC) bid for your entire ad group (called your default bid), but you can also set separate bids for individual keywords or placements. For example, if you've found that certain keywords are more profitable, you can use manual bidding to allocate more of your advertising budget to those keywords.

·         If you're not sure which keywords or placements are most profitable, or if you don't have time to devote to managing manual bids, consider a Maximize Clicks bid strategy instead. Maximize Clicks is an automated bid strategy that automatically sets your bids to help get as many clicks as possible within your budget

How CPC bidding works

For CPC bidding campaigns, you set a maximum cost-per-click bid - or simply "max. CPC" - that's the highest amount that you're willing to pay for a click on your ad (unless you're setting bid adjustments, or using Enhanced CPC).

Example

If you think it's worth US$.25 to have someone visit your website, you can set US$0.25 as your max. CPC. You'll pay a maximum of US$0.25 when a person reads your ad and clicks it, and you pay nothing if they don't click.

Let's say you create a text ad and set a max. CPC bid of US$0.25. If 500 people see the ad, and 23 of them click to learn more, you pay only for those 23 clicks. Your max. CPC bid was US$0.25, so you'll pay no more than 23 clicks x US$0.25, or US$5.75.

Often you'll pay less than your max. CPC because with the Google Ads auction, the most you'll pay is what's minimally required to hold your ad position and any ad formats shown with your ad, such as sitelinks. Read the section below on actual CPC to learn more about the final amount you're charged for a click.

How to decide what CPC bid amount to set

Once you've set max. CPC amounts that you're comfortable with, see how many clicks your ads begin to accrue, and whether those clicks lead to business results on your website. Also, remember that Internet traffic is always changing, so it's important to re-evaluate your CPC bids regularly.

·         Keyword Planner shows you how often some keywords get searched, and gives you cost estimates at a glance.

·         First-page bid estimates helps you see how much you may need to bid to put your ad on the first page of Google search results.

Using bid adjustments to reach the right customers

You can set bid adjustments that increase or decrease your max. CPC bids for searches occurring on mobile devices or in specific locations. If your campaign targets the Display Network, you can also set bid adjustments for targeting methods in your ad group, like topics or placements, to help your ad show to the most relevant audience. Bid adjustments give you more control over when and where your ad appears, and are applied on top of your existing bids.

Max. CPC bidding options

You can apply your max. CPC bid several ways. Let's say you have a bakery, and you've set up a "breakfast" ad group with keywords like donuts, crullers, and apple fritters. Here's how you might set your bids:

·         If you want all the keywords in an ad group to have the same bid: Set an ad group default bid. If you choose a US$1 CPC, then that's your max. CPC when someone searches for donuts, crullers, or apple fritters -- any of your keywords. The same bid applies to placements if you're running your ad on the Display Network. This is the easiest way to manage your CPCs.

·         If you want the keywords in an ad group to have different bids: Set keyword bids. For instance, if you know that people who search for apple fritters tend to buy more than people searching for donuts, then you might bid US$1.25 for each click on apple fritters and US$1 for each click on donuts.

·         If you want your Display Network targeting methods to have different bids: You can set a max. CPC for placements, topics, or other targeting methods. For instance, you can try to help your ad show on a donut recipes website by setting a custom bid for that particular placement on the Display Network.

(b) Search network Campaign  with text ad using   Target  CPA    bid strategy .

How it works

Using historical information about your campaign and evaluating the contextual signals present at auction-time, Target CPA bidding automatically finds an optimal CPC bid for your ad each time it's eligible to appear. AdWords sets these bids to achieve an average CPA equal to your target across all campaigns using this strategy.

Some conversions may cost more than your target and some may cost less, but altogether AdWords will try to keep your cost per conversion equal to the target CPA you set. These changes in CPA take place because your actual CPA depends on factors outside Google's control, like changes to your website or ads or increased competition in ad auctions. Additionally, your actual conversion rate can be lower or higher than the predicted conversion rate.

For example, if you choose a target CPA of $10, AdWords will automatically set your CPC bids to try to get you as many conversions at $10 on average. To help improve your performance in every ad auction, this strategy adjusts bids using real-time signals like device, browser, location, time of day, remarketing list, and more.

Settings

Target CPA

This is the average amount you’d like to pay for a conversion. The target CPA you set may influence the number of conversions you get. Setting a target that is too low, for example, may cause you to forgo clicks that could result in conversions, resulting in fewer total conversions.

If your campaign has historical conversion data, AdWords will recommend a target CPA. This recommendation is calculated based on your actual CPA performance over the last few weeks. When you create a new campaign, AdWords will recommend a target CPA based on your account’s historical conversion data.

When formulating a recommended target CPA, we’ll exclude performance from the last few days to account for conversions that may take more than a day to complete following an ad click. You can choose whether to use this recommended target CPA or to set your own.

GOOGLE ADWORDS IMPORTANT TERMS

1. QUALITY SCORE :
2. CLICK THROUGH RATE:
3. ABOUT AD RELEVANCE:
4. EXPECTED CTR:
5. LANDING PAGE EXPERIENCE

QUALITY SCORE:

QUALITY SCORE IS AN ESTIMATE OF THE QUALITY OF YOUR ADS,KEYWORDS,AND AD RELEVANCE,LANDING PAGE

CLICK THROUGH RATE:

THE NO: OF CLICK THAT YOUR AD WILL RECEIVE

ABOUT AD RELEVANCE:

DOES THE AD MAKE SENSE TO APPEAR WHEN SOMEONE SEARCH FOR A PARTICULAR KEYWORD.IT IS USED TO CHECK THE ADS THAT IS RELEVANT OR NOT FOR THAT KEYWORD.

EXPECTED  CLICK THROUGH RATE:

HOW LIKELY IS SOMEONE TO CLICK YOUR AD WHEN GOOGLE SERVES IT FOR THE KEYWORD THEY TYPE IN?

LANDING PAGE EXPERIENCE:

THE LANDING PAGES PROVIDES A CLEAR AND USEFUL INFORMATION TO THE CUSTOMER AND IT SHOULD BE RELATED TO THE KEYWORD AND WHAT CUSTOMER IS SEARCHING FOR .IT SHOULD PROVIDE PROPER MEANINGFUL CONTENT AND ENQUIRY FORM .