Google|Adwords

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The Adwords

A wayto boost traffic and sales

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Adwords Type

CPC CPM CPA / Click /1k Impression / Acquisition

Adwords Type - 2

CPC CPM CPA

● /Click● Traffic● Network:

○ Search○ Display

● Ads:○ Text○ Media files

● /1k Impression● Remarketing● Network:

○ Display only

● Ads:○ Media files

● /Acquisition● Conversion● Network:

○ Search○ Display

● Ads:○ Text○ Media files

Adwords Structure

An account may have several campaignsCampaign will have many ad groups

Ad groups will consist of many adsEach ads target different keyword

Adwords Depends On

Bid / Auction

How the Bid Works

Bid Format Quality Score Ad Rank

$2 High 10 20

$4 No Format 1 4

$3 Low 5 15

$1 Medium 8 8

Ad Rank = Bid x Quality Score → higher = better

What You Pay

Bid Quality Score Ad Rank Cost

$2 10 20 8/10*2 = $1.6

$1 8 8 5/8*1 = $0.625

$3 5 15 1/5*3 = $0.6

$4 1 4 $4

Cost = Bid x Q2/Q1 → quality comparison between you and the ad below yourself

Adwords Cases1. No-competitor, but ad below 1st page??

○ maybe bad keywords choice (past data)○ check your quality score○ check your bid

2. Skyrocketing COST?!○ Check your search type (maybe broad search)○ Use negative keywords○ Specified your audience

Here is “The Story” where people fail

Adwords Cases - CPA

“CPA bidding focuses on maximizing conversions, rather than clicks. You still pay per click, but AdWords automatically sets

your bids to help you get more conversions.”

- Accelerate. Careful -Be wise, You must…

Adwords Cases - CPM

“Do you even convert?”

Before you Advertise

1. Research○ know your competitor, know your audience○ keyword planning

2. Optimize your site○ Page load, structure, target device compatibility

3. Set a good campaign○ Set how to reach your audience○ Set your keywords and group your Ads○ Specified the search

Adwords CPA - Setting→ Set your conversion in adwords tools > conversion→ get your tracking code, paste in body tag→ Here is a code sample for “Action” Conversion

<a onclick="trackConv(your_id,"your_label");" href="http://www.yoursite.com">Link</a>

<script type="text/javascript">

function trackConv(google_conversion_id,google_conversion_label) { var image = new Image(1,1);

image.src = "http://www.googleadservices.com/pagead/conversion/"+google_conversion_id+"/?label="

+google_conversion_label +"&script=0";}

</script>

Adwords API→ using My Client Center (MCC)

for what??● Retrieval● Management● Automation● Reporting

Adwords API - RequirementRequired extensions: (only for PHP) → ignore if you use Ruby or Python

○ SoapClient (--enable-soap)○ OpenSSL (--with-ssl)○ cURL (--with-curl)

→ OAuth 2.0 to connect→ The library

Adwords API - How to use?1. Create MCC

a. Get customer idb. Set billingc. Get developer token

2. Create Project in console.developers.googlea. Create APIs & Auth - credentialsb. Set project name (in Consent Screen)

3. Get refresh token (google-lib) and set in Auth.ini4. Ready to GO!!

Google|Adwords

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