Search Network only

Google AdWords – Search Network Only Setup

Campaign Name:
Type: Search Network Only
All Features
Note: In sub-campaign, we get other features to target the user.

Network: 1) Google Search Network
2) Include Search Partners
Note: Some of the popular Google partners are ask.com, AOL.com, sify.com, OLX.com, etc.
Devices: By default, all devices are eligible to show the Ad.
Note: Using mobile bit adjustment strategy we can customize the price for different devices.
Location Target: We can target all countries, single country, state, city, area 7 radius of a location
Exclude Location: The way we can include a location, we can also exclude a specific location.

Advanced Targeting: People in, Searching for, or who show interest in my targeted location (recommended)
Language: We can target any specific language based on country.
Note: It is recommended to create a separate campaign for each language.

BID STRATEGY
It defines the way we want to pay for the click.
1) Auto Bidding (Maximize Clicks)
2) Manual Bidding
CPC Bid Limit: This is the maximum amount we will be charged in Auto-Bidding.
Note: Google will always charge less than our CPC amount.
Ex: If we set Rs.10, Google will always charge less than Rs.10 only.

BUDGET
The amount we are willing to pay per day.
1) On any given day Google can raise our budget up to 20%.
Monthly Budget = Daily Budget x 30.4
2) On any given day, If Google Exceeds the daily limit it will revert to Over Delivery Credit

DELIVERY METHOD
1) Standard: Ads are shown slowly.
2) Accelerated: Ads are shown very quickly.

AD-EXTENSIONS
To enhance the ads with new features.
Note: It may increase CTR by 15%.
Schedule: We can schedule our ads based on day and time.
Campaign Status:
1) Eligible
2) Paused
3) Removed or Deleted
4) Pending
5) Ended
Note: A campaign is never disapproved.

AD-ROTATION
1) Optimize ( For Clicks)
2) Optimize (For Conversions)
3) Rotate Evenly
4) Rotate Indefinitely

Question: What do you mean by optimize option in Ad-Rotation?
Answer: Show best performing Ads.

ADGROUP
1) Based on website categories we have to create different AdGroups.
2) Each AdGroup must focus on only a specific product or services.

KEYWORD MATCH TYPES
We have 5 types of matches
1) Broad Match
2) Phrase Match
3) Exact Match
4) Broad Match Modifier
5) Negative Match

Broad Match (No Symbol):
1) In this match type, our keyword will trigger the ad, if a user queries match with any word, any synonyms with our keywords.
2) It also includes miss-spellings, close variance, and plurals.

Eg:

Keywords

Query Status Reason
Web designing course Web designing course Y

Plurals

Web designing in hyderabad

Y Match
web desinger course Y

close variant

web dezigner course

Y Mis-spelling
web designing training Y

Synonym

Phrase Match (“         “):

  • In this match type our ad will be triggered only if the user query matches with our keywords in the same format, anything can be added before or after.
  • It includes mis-spellings, close variance, and plurals.

Ex:

Keywords

Query Status Reason
“Web designing course” Web designing course Y

Plurals

Web designing in hyderabad

N Phrase not found
web desinger course Y

close variant

web dezigner course

Y Mis-spelling
web designing training N

synonym

best web designing course

Y Phrase found
web designing course in hyd Y

Phrase found

course in web designing

N

Phrase is not the proper order

Exact Match ([                   ]):

  • In this match type, the ad will trigger only for the specific keyword, anything can be added before and after.
  • Mis-spelling, close variations, Plurals – re-ordering 7 re-wording is included

Ex:

Keywords

Query Status Reason

[Web designing course]

Web designing course Y
Web designing courses

Y

best web designing course

N

course for web designing Y

Reordering & Functional Keyword

BMM – Broad Match Modifier (+):

  • In this match type, we define the keywords, we can in the plus (+) symbol which must be in the query.
  • Any keyword, in any order, which has our words will show the ad.
  • If one word is also missing ad will not show.
  • Mis-Spelling, close variant & plurals are included.

Ex:

Keywords

Query Status Reason
+Web +designing +course” Web designing course Y

Web designing in hyderabad

N
web desinger course

Y

web dezigner course

Y
web designing training

N

best web designing course

Y
web designing course in hyd

Y

course in web designing

Y

Negative Match (-):

  • In this match type our keywords will not trigger that ad If the negative keyword is found in the query.

Note: For Negative Match, we can add the keyword in AdGroup level or campaign level.

Ex:

  • –Jobs
  • –Job
  • –Free

Ad Formats

We can create Ad to attract the customer, toward our business.

We have 2 types of text Ads.

  • Standard Ads (Discontinued)
    1. Title (25 Characters)
    2. Display URL (35 Characters)
    3. Description 1 (35 Characters)
    4. Description 2 (35 Characters)
    5. Landing Page (35 Characters)
  • Expanded Ad Format
    1. Title 1 (30 Character) – Title 2 (30 Character)
    2. Display Path (15)/(15) Characters
    3. Description (80 Characters)
    4. Landing Page URL