The Advanced Search Exam
Advanced Search Modules
By now you should have equipped yourself with the fundamentals of Google Ads program and already on your way to mastering the key steps of the Google Ads. We have shown the importance of the keywords on ads placement and positioning. To improve your Google Ads ads, one would need to understand the organization of the program. Generally speaking, Google Ads is categorically organized into three levels; the account, ad groups, and campaigns. There is nothing new about these words as they only further help to increase our ad placement on Google. Just ascribing your individual or company’s ads to a given keyword is just the beginning phase of your journey to online ads campaign.
- Improving your account with proper campaign organization
Like all programs on the internet these days, the Google Ads program allows partners and users to own their own account that is usually accessed with a unique password and username. To maintain uniqueness of each account, emails are used to identify accounts in case of password loss or forgotten username. A successful account would show your billing information as well as your account type. Every bit of information as regards your ads can be access through your account and further changes to your account type can also be done through your account.
Now that you may have successfully designed your very own first ad, allow me to point out to you that there is more to Google Ads that just using one ad format. With Google Ads, you can create many ads for your business product and services in just one single account. Although there is a limit to the number of ads that can be designed, but more often than not, we are unable to exhaust the given number of ads. As earlier discussed, maximally utilizing Google Ads would require you to link your ads to a given keyword phrase. With Google Ads search advance packages, you can add more than one keyword phrase to your string of ads. That is to say that you can use many keyword phrases for a particular ad. So whenever a search engine user inputs any of these your linked keyword phrases for Google to search, you ads immediately comes up for display.
When you have many of these ad groups together in one account, they are brought together to form a campaign. With this campaign you can then decide the amount of money you will be willing to spend for each click (CPC) or conversions (CPA). To intensify your ad campaign, you may decide to create more ad groups and link them to numerous keyword phrases. With a maximum limit of 20,000 ad groups per account, one can create many campaigns for their product ads. Needless to say that for these ads to be profitable and successful, one would need to invest in them to ensure they rank high on Google Ad Rank.
- What Ad Position and Ad Rank is all about
There is nothing really complex about these terms as they are just used to categorize the ads on Google Ads. Ad position refers to the way or order in which ad given ads is represented on the list. Say for example, being number one on a search result list. Ad Rank is determined exclusively by your bid and Quality score after an auction. The position in which one finds his ads in Ad Rank is solely dependent how much he is willing to invest in his ads. For example, the amount you are willing to pay for every cost-per-click (assuming that the customer action he chooses) will determine if he wins the auction and invariably put his ad on the top of Google Ad Rank. On the issue of what Quality score is all about, this just a measurement that determines the importance and relevance of your chosen keyword and how often it would bring your ads up for display.
- Organizing your text ads
Most of the ads online are text advertisement of business products and their services. These ads are designed in such a way that they generate curiosity in customers and make them click on them. Let’s be frank with ourselves, there are certain ads that we come across that we really do not feel the need to click while they will be some that catches our fancy. With this in mind you should create text ads that would attract traffic to your business website.
Basically, all text ads contain three main components; a compelling headline, display business URL, and a summarized description of your product or service.
- Compelling headline
What most consumers are interested in is on the first line on your ad or at most the second line. There is no need to fool one into believing that customers or search engine users are more or less interested in your story ads. Product and services seekers (customers) are more inclined towards search results or display ads that bring them closer to finding answers to their search. Always ensure that your text ads contain similar keywords to those that could possibly be search for by the prospective customer. For example, placing the keyword phrase of “best laptop deals” on your text ad is more likely to influence the clicking decision of customers who are searching for the best laptop deals or buys.
- Display business URL
This is usually that part of the text ad that appears in green and is the area where customers can be directed to your own business page. If you know you have a very long character website, it may not favor you much on Google Ads. This is because Google Ads gives a limited number of characters for website placement. This is done so your business URL can appear fully; long character URL will be shortened.
This is where you give a summarized detail about the product or service you hope to render. The space allocated for this is also limited, so we also advise that you take your time in writing quality text that will move the customer to click or for good conversions.
By Candy Lowe
Qode Media Editorial Team