GOOGLE ADWORDS BASICS - SETTING UP YOUR ACCOUNT
The Google advertising
network is the largest and most cost-effective channel for digital in Tanzania
as well as most of the world.
With massive reach and
a guaranteed cap on your maximum Cost per Click (CPC) and daily budget; Google AdWords
is highly recommended for advertisers.
As with any advertising
platform, account structure is critical to success. The golden rule here is
to go granular for visibility BUT only if you have the time to manage it. Below
is a typical account structure in AdWords.
Campaigns and best practices
Always separate your
search and display types of campaigns. Also separate the former with the sub-types
mobile apps and re-marketing. Both the search and display networks have features
(bid, ad type, targeting and more) specific to them; it makes sense to create
separate campaigns for each to better understand results and optimize.
Monitor at the campaign
level to see what works and adjust accordingly.
Search and Display Networks
Both the search and display
networks have completely different metrics, which is why it’s strongly
recommended they be kept separate.
Search
|
Display
|
Active searchers
|
Passive searches
|
Ads targeted to queries
|
Ads targeted at content blocks
|
Lengthy, exact match keyword lists
|
Short, broad match keyword lists
|
Text ads only
|
Text and image ads
|
In the next article, we’ll
look at the Search Network in depth, including how to create ad groups, how to
name them, add text ads, keywords and more.
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