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Archive for the ‘ Google Adwords ’ Category

Google Adwords – How to Bid Less to Get Top Position


Just share with you a very good tip for your ad to get top position in Google Adwords but you only need to bid for the minimum.

The structure of your ad campaign and ad group is very important. Make sure your ad group is named of which is related to the ad campaign name. First, set your daily budget to about $20.00 and then set your keyword bids to 3-5 times more than the current bid requirement. It’s better for you to only place 1-5 keywords in each ad group.

Your high bid will get Google to place your ads at the top and the top position will ensure your ads are good enough to generate the clicks. As a result, your CTR will then increase. Assuming your onpage trust factors such as contact us page, disclaimer, terms of use, contact number, email etc are good, you will build the Quality Score to a position of “Great”.

You could then reduce the bid cost of each keyword down by half once your CTR is around 5-25%. If your QS still “Great”, you should notice that your number of clicks per day is still the same even your bid cost is lower now.

The next day, reduce the bid cost down again by 10-20% of the actual price google initially wanted for that keyword. This means that if the keyword is 50 cents, reduce it to 40-45 cents but assuming your CTR is still rather high. Although you reduce your bid cost, you still get the top position while others pay the top amount to be in position 1. As you start building history with Google, you can then set bids at around 5-10 cents and still be at the top position.

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Google Adwords – Tips for Analyzing a PPR


PPR – Placement Performance Report is an important report that helps in your Adwords campaign. You can get good information through the report and could always trace the performance of your campaign.

Here are some tips for analyzing a PPR

  • Implement Google’s conversion tracking so can understand how individual sites are converting
  • Don’t focus on click through rate (CTR) – low CTR on a site doesn’t mean ads perform poorly
  • Respond only to statistically significant data – rely on conversion data and make decision with several weeks data
  • Identify sites that are converting well for your campaign and take steps to increase your exposure on those sites – enable the content bidding feature to bid more aggresively on those sites or target them through a site-targeted campaign

So, if you haven’t run the PPR, go get the report and analyze your campaigns’ performance.

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Google Adwords – Target Your Audience


When you place your ads, do you target your audience? You can actually choose the language and location for better targeting in adwords.

English is the most common language but if your ad is in chinese, you could choose the language of chinese instead of english so that to target more precise readers.
* If user doesn’t Sumycin buy amoxil specify a language preference, Google determines the default language preference by considering the Google domain (like google.fr)

You can also target the location and by choosing the right location targeting for your products, you save costs and selling the right products to right customers. For example, you should sell the winter wear during winter and to the countries that have season of winter. If you don’t aware of this and target to worldwide in your ads, you are wasting money and not target to the right audience.
* For regionally targeted ads, Adwords identifies your chosen region or city in the last line of ad text to distinguish them from country and territory targeted ads.

Adwords will determine to show your ad based on the following:

  • Google domain
  • Query entered (called query parsing)
  • Internet Protocal (IP) address
  • Language preference


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Google Adwords – Rank Number


What is your ads rank number? Rank number for your ad is the position that your ad would be shown at the search result.

For example, the search result for “seo”, the ad with the very high position are “Professional SEO Solution”, “SEO Workshops Singapore” and “SEO Experts since 1997″. These three ads stand a very high chance for the potential buyers to click on their ad because they have gained the position advantages.

*click to enlarge

This is the normal user behaviour just like you and me. When we google something, we always click on the first few search results and lazy to stroll down. This is very common and therefore the higher the ad position, the higher the CPC Bid we should place at adwords.

In adwords, there is another important element that can help to lower the CPC bid but still gain us the higher rank number. This is the Quality Score.

Rank Number = CPC Bid x Quality Score

From the schedule, it shows that Advertiser B has higher CPC bid but his position is at No.2. Why? Because the quality score of Advertiser B is the lowest, only 1. Therefore we can clearly see that Quality Score plays an very important role in determine your ads position and in term of the cost savings.

Still remember What are the components of Quality Score? There are 3 important components:

  1. CTR
  2. Keyword and ad text relevance
  3. Landing page quality

If your CTR is very good but you still need to bid higher price for your ad to show on top, perhaps you need to adjust your keywords and your landing page quality accordingly.

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Google Adwords – Creating Contextually Targeted Campaigns


We have discussed about Contextual Targeting in my previous blog posts and we know there is difference between Search Targeting and Contextual Targeting. Today I would like to share with you the creating of contextual targeted campaigns.

From my handwritten note you can see that I have actually put it in summary form for easier glance and just in case you can’t see clearly, I write it again for sharing.

First, we should know that the buying cycle is:
1. Attention – draw the attention of the consumers
2. Interest – let them have interest about your product
3. Desire – increase their desire to get the product
4. Action – buy your product!

So, it is important to remember the buying cycle and apply this concept into our campaigns.

When creating the Contextually Targeted Campaigns, There are 4 main points to take note at:
1. Define Campaign Goals – create wider brand awareness, have more people consider purchasing your products and enable customer purchase your products.
2. Create Campaign in Adwords
3. Measure Performance
4. Optimize – stay on message, understand customer, track conversion on each ad group over weeks or months, test and test again.

Try the above and keep track on your performance of Contextual Targeting.

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Google Adwords – Keyword Matching And Traffic


Generally, there are four types of keyword matching in Google Adwords. You probaby know this if you have read the notes from Google Adwords Learning Center. However, I guess still have people who didn’t read from the Learning Center or they have read but sooner they forgot about the keyword match. Here, I just show you my handwriting notes like I always did. I hope you can see the whole picture instead of reading sentence by sentence or watch the video from start till end.

Why keyword match is important?
Keywords are the most important “key” to determine how much you pay for the ad to display. Since it involves money, we better put full attention on it. otherwise the money we invest will turn into a cost instead of investment.

Basically, there are four types of Keyword Match:

  • Broad
  • Phrase
  • Exact
  • Negative

I advise you to use all four types of keyword match and see which one work best for you. The keywords you use also closely relate to the traffic your ad could generate.

Traffic = Clicks On An Advertiser’s Ad(s)

Methods for Increasing Traffic

  • Add new or unused keywords
  • Create keywords for unadvertised products
  • Include more general keywords
  • Separate high-traffic keywords into Ad Groups
  • Increasing daily budgets
  • Increasing maximum CPC or Quality Score
  • Ensure your distribution preferences are set to maximise traffic
  • Broaden your Geo targeting settings

You can also try to increase your ad ranking because a higher rank will result in more click traffic for your ads.

Two ways to increase ad ranking

  • Increase your maximum CPC
  • Optimizing your ad, keywords or campaign to improve your Quality Score


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Google Adwords – Contextually Targeted Campaign


In my previous blog post, I’ve share about the Google Network and talked about the Search Network and Content Network. For the Content Network, we focus on Contextual Targeting and today I want to show you my notes about Contextually Targeted Campaign.

Best Practices of Contextually Targeted Campaign

  • Create separate campaigns for contextually targeted ads
  • Use Site Exclusion tool to focus on sites matching campaign goals
  • Set bids at the ad group level
  • Base each ad group around a single theme
  • Test different ad formats (text, image, video and gadget)
  • Point all ads in a particular ad group to the same destination URL
  • Create short keyword lists
  • Use negative keywords
  • Write compelling, specific ads

Contextually Targeted Campaign Items to Avoid

  • Don’t create different destination URLs per ad group
  • Avoid bidding at the keyword level
  • Never use keyword matching options
  • Refrain from including both singular and plural keywords
  • Try to have short keyword lists, less than 50 keywords per ad group
  • Don’t create just one ad group per campaign
  • Don’t choose generic landing pages for each ad group

These are the points that I think we should take note and every points are equally important.

If you have any points to add in, don’t hesitate to let me know.

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Google Adwords – About Google Network


I’m thinking how to share about my learning of Google Adwords because after I’ve studied all the topics I really found that “All the topics are important”. You really cannot skip any sentence in the lesson, don’t mention a topic. =)

I will choose those topics that I feel we should pay more attention into it or normally people tend to ignore. One of the reason I do my own notes is I always like to have a glance of the things I learn and I always highlighted the points I feel I should pay more attention (key points for me).

I’ve decided to share on Google Network today.

Why I feel that it’s important?

We must know what google network is before we start any campaign. The consequences of ignore this will end up with losing extra money on Adwords.

Let’s see my notes about Google Network:

*Note 1-click to enlarge

*Note 2-click to enlarge

From my notes, you can see that Google Network can be classified into two:

  1. Search Network – Text Ads
  2. Content Network – Text Ads, Image Ads, video Ads etc

The key points I’ve highlighted in my Note 1 are:

  • Contextual targeting matches keyword-targeted ads to pages in the Google Content Network
  • If you want an ad to run on the Search Network & Content Network, it is best to create 2 separate campaigns – 1 structured for search and 1 structured for the contextually targeted advertising.

Why 2 separate campaigns?
Please refer to my Note 2 – 4 criterias

  1. Places where ad can appear are different.
  2. Acceptable Ad Formats are different.
  3. Basis (Keywords issues) of ad being shown are different.
  4. The bidding options are different and we would like to set CPC for Search Network while CPM for Content Network.

If you have a campaign that combine search network and content network but work well, kindly share with me.

You can also give me comments so that I can improve my sharing with you.

Related post:

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My Handwriting Notes About Google Adwords


This is not the first time I mentioned about my learning of Google Adwords. I have lots of interest about Google Adwords and I’ve spent time at the learning center to sharpen my Adwords knowledge.

For the first time I read from the learning center, I actually choose those topics that I “feel” is important to me, examples the campaign and ad group management and the keyword targeting. I don’t really read all the topics or even I read some, I didn’t “see” the importance of the topics.

I started my Adwords campaigns and I was panic when I get a very poor CTR. The performance of the campaigns and ad group were really not good. That time my friend – Teddy (he is now my mentor)  asked me to read from the learning center. I listened to him but I still focus on the keyword targeting and ignore the other parts. I started to use different types of keywords and brainstormed a lot. This time the result improved but I still feel that it still can be improved.

After I’ve taken up IM course, I asked Teddy AGAIN about how to improve the result of adwords, he gives me lots of advice and AGAIN he asks me to read from the learning center and he mentioned that “All topics in the learning center are important”.

Guess what, I feel that I just like those children who need the parents to nag for few times before seriously do the homeworks.

So, this time I really spent my time to seriously read it and also do my notes. I write down notes for easy referring and better revision when needed. And, this is the first time I agree that “All topics in the learning center are important”!

Here’s are some pages of my notes. You are welcome to comment on it and I will share more about my learning in future posts.

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