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AdWords

AdWords

Google has offered the AdWords contextual advertising service, which allows you to create advertising messages. This is the main advertising project of the Internet giant, bringing it significant profit.

True, not all users have an idea of ​​how it works. As a result, AdWords employees are faced with rather strange misconceptions that have appeared thanks to the Internet or some "experts".

Rumors and myths have not bypassed this very effective, popular and profitable soil. That is why it is worth debunking some of the common misconceptions about AdWords that professionals face almost every day.

Myths about AdWords

Advertising spending on Google AdWords can affect your AdWords ranking in free Google search results. Actually, Google AdWords has nothing to do with free search results. So, as your ad budget changes, your AdWords ranking in free search results won't change. And do not be afraid that with the reset of your AdWords account, AdWords will disappear from Google search results, this is also not true.

Google AdWords may decline your credit card. It happens that the payment from the card does not go through and the client blames Google AdWords for this. In fact, Google does not reject credit cards; this step may be taken by the bank itself or by some of its partner processing payments. If there was a refusal to process a payment, then first of all it is worth checking if the data is entered correctly on the "Payment data settings" page. In particular, whether the correct number and security code of the credit card is entered, whether the expiration date of the card is indicated correctly, whether the billing address and phone number are correct. It may well be that a certain limit is assigned to the card, which does not allow the payment to be made. This problem can be solved by contacting the bank or card issuer directly. It is possible that there is a certain credit limit or the maximum amount of a one-time transaction has been determined. Also, the bank can set the maximum number of withdrawals from the account for a certain period of time. A credit card may be declined if transactions such as automatic debit or internet debit are prohibited for it.

Competitors can click on ads, and Google is not fighting it. For Google, the top priority is the safety of AdWords advertisers. The evaluation of the number of clicks on the system's ads is analyzed using a complex three-stage evaluation system, which filters out all kinds of violations. Each stage of validation uses unique, cutting-edge techniques to filter out “wrong” clicks. It is also worth considering that the company's specialists are constantly improving the tracking technology, adjusting filters and taking into account the growing arsenal of indicators. Those filters that work in real time can identify invalid clicks thanks to certain patterns. This can be, for example, overly repeated clicks. It also culls clicks and impressions that come from sources of bad activity already known to the system.

Google has a team of experts that uses special algorithms, tools and techniques to identify those very invalid clicks. It is worth knowing that all advertiser requests are reviewed by click quality specialists who check all traffic going to the owner's account. I must say that the system for detecting invalid clicks has been tested by independent experts from the University of New York. They confirmed the efficiency of the system, the high quality of its work and the availability of regular updates.

AdWords keywords are case sensitive. In fact, this system is not case sensitive. Google account managers always use only lowercase letters when creating a keyword list. That is, "GAI" will be driven in like "traffic police", "Phone with iOS" will turn into "phone with ios".

The CTR of ads on the Google Content Network has a direct impact on the quality of ads on Google. Different formulas are used to calculate the quality of ads in Google search and ads on the contextual network. Thus, in assessing the first parameter, a certain set of relevant principles is used. So, attention is paid to the historical CTR and the corresponding keyword in Google. It is worth noting that the CTR in the Google content network affects only quality indicators, but not in global search, namely in the Google content network. The quality of the ads is also influenced by the quality of the landing page, as well as the overall account history, which is determined based on the CTR values ​​of all ads, as well as keywords. The historical CTR of URLs displayed in an ad group is also taken into account. Google looks at historical keyword performance data for a specific search query for all advertisers. In the end, account performance in the geographic location where the ad is displayed is also taken into account.

The cost of clicks for certain advertisers in the AdWords program may be manually adjusted by Google. This is not true - the company's employees have no control over the CPCs that customers pay to the AdWords program. After all, these prices for all ads in AdWords are determined through an ad auction. As soon as we enter a search query, an auction is organized. In its course, the rating of the ad itself is determined. This parameter makes it clear what ads and in what order will need to be shown on the search results page for this query.

The AdWords system is designed to evaluate the keyword for each auction and identify its quality level. Then the system starts calculating the bid required to participate in the auction. Therefore, with an increase in the quality indicator, the minimum rate falls, and the opposite is true. If the CPC for a keyword is less than the minimum required size, the ad will not run.

You can buy ad space above organic search results from Google. The AdWords Program does not offer fixed-price sales of ad space. This approach also works for top positions, that is, places above the same free search results on Google, where up to three AdWords ads can be present. Moreover, the previous myth showed that the ad position is constantly changing, being in direct proportion to the ad's rating for the corresponding keyword. So in the top positions above the free results in search, only those ads whose quality and cost per click indicators exceed a certain threshold will appear.

For large clients of the AdWords program, the same advertising agencies, there are discounted rates for clicks. The company behaves the same in relation to all customers and there are simply no preferential CPCs. All clients, regardless of their advertising budget, participate equally in the ad auction. As a result, it is he who determines the cost of a click.

If you use several ads in one AdWords ad group at once, then the one that most relevantly corresponds to the user's request will be automatically displayed. If you use several ads in the same group, then the system will simply alternate them or show the most effective option, depending on certain Google settings. AdWords has no way of determining which ad text best matches a user's search query. For example, there is an ad group that uses the keywords motorcycles, scooters, and cars. In addition, the advertiser has created three ads that are dedicated to different vehicles. In this case, Google cannot guarantee that the ad with this word in the text will be shown on the search query "machines". It is equally likely that a text about scooters or motorcycles will be returned as a result. So it is better to create separate ad groups for each specific case (in this context - a vehicle) and use the corresponding texts in them. This is how you can ensure that ads appear that match your keywords as closely as possible.

If a click has a high enough price, then the ad is guaranteed to be in the top position. Even a high and maximum CPC will not guarantee your ad hitting the highest positions. After all, the bid is not the only important criterion for determining the place of an ad on the search results page. It is also worth considering the relevance of the keyword, the load time of the landing page. The combination of all these criteria will give an indicator of quality. If it ends up being low, the ad is unlikely to make it to the top positions, even if the CPC is the highest.

You can always fix your Quality Score with keyword optimization. This statement is not always true. When your Quality Score is low, it is true that you usually recommend starting with keyword optimization, but it is possible to do other things as well. In the previous myth, it was said that quality metrics take into account the load time of the landing page and its quality. If the page loads slowly, then this problem will need to be dealt with in order for the keyword to receive a higher quality score. The same can be said about the quality of the landing page. If it is initially low, then you should improve it, and only then start optimizing keywords.

If you start using the Keyword Tool, you must first add all suggested keywords to your campaign. The options offered by the Keyword Tool are not recommendations. After all, keyword hints only list the search queries that may come in handy in the end. It is worth evaluating the results obtained in the context of your advertising goals. In such a tool, it will be possible to find both new effective keywords that are not yet used, and new irrelevant terms that may find their place in the minus word list.

If an advertiser sees an ad on Google in a low position, then its customers see it the same way. If a person often searches for their ad in a search engine, but does not click on it, then they will be in a lower position than most other users. The search engine reacts in a special way to each search query, sometimes changing the set of displayed ads. After all, if a person does not click on any of the ads offered to him and again repeats the search all for the same keywords, then Google will most likely return a different search result that may better meet the user's search criteria.

To better determine the position of the ad, Google itself recommends using the preview tools that can be found at www.google.com/adpreview, rather than trying "head-on" to search on Google. An additional plus of this service is that when using it, the CTR indicator does not change and the number of impressions is not counted.

If you are targeting a country in a different time zone and using ad delivery scheduling, the time slots you select correspond to the time in the target country. When serving ads, all AdWords campaigns use the same time zone as your account, regardless of the target region. You can view these settings along the path "My Account" - "Settings" - "Time Zone".

Watch the video: Как настроить Google Рекламу - за 10 минут. (December 2020).