Pay Per Click (Page 3. Contd)
The negative keyword tells Google to suppress your ad if someone's search includes a particular term. Like if you put in "London hat" - ugly then your ad would not be shown if someone searches for "ugly London Hat" You can add negative keywords at adgroup level and also at campaign level (Tools->Edit Campaign Negative Keywords)
You can't put a negative keyword on its own line; it has to go along with a broad match or phrase match. Putting a negative keyword on its own would tell Google to show my ad every time someone does not search for that keyword.
6) Select your Daily Budget.
The most you would like to spend on ads in a day.
When the daily limit is reached, on average, your ad will stop showing for that day. You can edit your budget as often as you like.
7) Select your Maximum Cost Per Click (CPC).
The highest price you are willing to pay each time a user clicks your ad. You can choose different bids your search network & content network (bids are usually lower here).
See what Google recommends and also click on View Traffic Estimator - to see where your ad might appear. This tool gives you estimates of where your ads might appear when you put in different CPC and daily budgets. This could be very useful but enticing as well to higher your CPC.
You can avoid the greed as any top 3-4 positions would do and try to work on your CTR to rise in the rankings.
[NOTE - At an adgroup level you can change max CPC for each keyword. This is useful, as over time goes you will see that some keywords don't convert well and may prove to be expensive. Always play around with the CPC of a keyword before removing it]
8) Review your setting.
View/edit your selected options.
When you create a new Placement Targeted campaign you can select sites by Browsing Categories, Enter Topic (i.e. fashion, if you want list of all the fashion site in their network) or List URL if you want to find about a particulars site
Managing AdWords.
Consider AdWords as a game, where you are the coach and the keywords are your players. The name of the game is tweaking and lots of it. To reach your sales goal, you'll have to try many combinations of Keywords, Ads, Landing Pages, Max CPC, Ad Scheduling and so on.
Google offers various tools to help you assess the performance of your campaigns.
1) Campaign Management to manage your campaigns.
2) Reports to create and view customized performance reports to help you track and manage your AdWords campaigns.
3) Analytics to gain a wealth of information and knowledge about your audience, from their geographic location to their referring links. Be open to the idea that your true audience may not be exactly who you think they are.
4) My Account allows you to view, edit your account details, add users, view your billing summary and edit your billing details.
The Campaign Management tab is your command centre. It has 5 tabs
A) Account Snapshot - Gives you an overview of your account. (This is the default page under Campaign Management, but you can always change it)
B) Campaign Summary is where you will do most of the clicking around. As you know, a campaign contains one or more adGroups. For each campaign, Google gives you a summary of its status, letting you take various actions. You can Pause, Resume, Delete and Edit Settings of your campaigns from here.In Edit Settings,
- You can change the Campaign Name - add End Date (if you want).
- Change your Daily Budget
- Choose your Delivery Method. You can either show your ads evenly (Standard) or as quickly as possible (Accelerated). Always begin with Standard unless your daily budget is too high.
- Select where you want your ads to be shown - Google Search, Search Network, and Content Network. Now you can even opt of devices like iphone or Laptop & desktop (Not sure you want to do that). By all means show your ads on Content Network, you might be surprised by its effectiveness. But make sure you have a separate campaign for content network as they works differently than search network. You would need a more tightly themed keywords in adgroup.
- You can schedule (Ad Scheduling) your ads, you can choose which days in the week and which hours in the day that you'd like your ads to run.
- Edit your adServing options - have your better servings ads more often Optimize or Rotate your ads. Well again you have to experiment a bit. But Rotate your ads over a period of week and monitor results daily.
- Edit Location & Language settings for your campaign.
