A Google Display Ad is a pre-designed ad that appears on one of the websites in Google’s extensive network of participating websites. These ads have the ability to appear in front of users while they are shopping, doing research or even watching videos of dogs doing tricks. They appear in front of potential customers where they are actively browsing online and can be very effective in gaining attention and clicks.
But, only if they are done well.
There’s a first time for everything.
The first time you tried caviar and discovered it’s an acquired taste. The first time you drove a new car and figured out just how sensitive the brakes are. Every time you try something new, there’s a learning curve and nothing is perfect right out of the gate.
In PPC (pay-per-click) advertising, when you’re diving in for the first time, the amount of information can quickly become overwhelming. But don’t worry, we’ll walk you through getting started.
While there are countless settings in the backend of Google AdWords to fine-tune campaigns, you should begin by seeing the setup process as a series of high-level steps. You won’t become a seasoned PPC account manager overnight. That takes time and experience. But you can begin wading into the waters with an AdWords account and building a basic campaign.
In this article, we’ll talk about how to work with a client to understand their goals and plan out a paid search campaign. Let’s start by talking with your client about their business.
Humans are visual creatures. A widely cited statistic states that 65% of the population are “visual learners”. No wonder most people would agree with the colloquial wisdom that “a picture is worth a thousand words.”
Google gets that, and that’s why there are a number of great ways to use the AdWords Report Editor for both data analysis and client communication.
The Report Editor is perhaps one of the most underused features in AdWords. Rolled out toward the end of 2015, this tool allows you to analyze data within your account in a more visual, and sometimes more granular, view than the main reporting section can produce. In fact, you can even create some reports that previously required an export into Excel.
PPC managers can use the Report Editor in a number of ways to look at performance and use those metrics to optimize campaigns. In this article, we’ll walk through accessing this tool and using it to create some practical, and fascinating, reports.
Everyone from marketing professionals to public speakers will tell you to “know your audience.” But that means a little something different to everyone. When it comes to putting that knowledge to work, there’s a lot more to understand than just who sees your ads.
While demographics should help define whom you target with online advertising, you should also use the data that’s available about your website visitors. If a site has a Google Analytics account, you can learn a ton of information about visitors and apply it to ad targeting.
Google Analytics tracks user demographics based on information stored in third-party cookies and mobile advertising IDs
which is compiled using behavior hints from web browsing activity. Be aware that this data is not 100% perfect but reflects the best work of Google’s algorithms to gauge user ages, genders, and interests. The key to targeting is realizing that even if these categories aren’t perfect, the users who show up in a particular “bucket” when visiting your site are the people interested in your brand.
The age subsets and interest categories you see in Google Analytics correlate to targeting options available within Google AdWords. You can choose from these categories when setting up display ad campaigns in order to serve ads to the most relevant people.
First, let’s review how to look at demographic information in Google Analytics and then move on to applying what we learn in AdWords bidding.
Should your monthly report provide your client with specifics related to campaign performance? Yes, absolutely.
Should your report open with those specifics? Maybe not.
As a general rule: lead with the key performance indicators (KPIs), then dig deeper.
Showing KPIs before delving into campaign specifics provides your client a high level picture of results. They can see exactly how many clicks came from ad campaigns, how many conversions happened, and how much money was spent overall. This is important as executives reviewing reports may only have time to read (or an interest in reading) top-level statistics. While you still should include more detailed breakdowns of performance, those details will be more beneficial to the marketing staff who take more time to analyze the results in the report.
AdWords KPI widgets in Megalytic allow paid search marketers to easily put important metrics front and center in their reports, helping clients understand, at a glance, the effectiveness of their campaigns. Comparisons to previous periods can also be included, providing perspective on whether numbers have gone up or done over time.
Below, we’ll first show the single AdWords KPI widget (shown simply as “AdWords KPI” in the list of widgets) before moving on to discuss the AdWords Multi KPI widget.