Determine a bid strategy based on your goals
AdWords offers several bid strategies that are tailored to different types of campaigns. Depending on which networks your campaign is targeting, and whether you want to focus on getting clicks, impressions, orconversions, you can determine which strategy is best for you. Consider your goals Each bid strategy is suited for different kinds of campaigns and advertising goals. For the purposes of bidding, you'll want to consider three basic types of goals, along with your current campaign settings. If you want to generate traffic to your website, focusing on clicks could be ideal for you. Cost-per-click (CPC) bidding may be right for your campaign. If you want to increase brand awareness—not drive traffic to your site—focusing on impressions may be your strategy. You can use cost per thousand viewable impressions (vCPM) bidding to put your message in front of customers. If you want customers to take a direct action on your site, and you're using conversion tracking, then it may be best to focus on conversions. Cost-per-acquisition (CPA) bidding lets you do that.
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AdWords gives you several ways to bid for your ads, depending on what matters most to you and your business. Most advertisers focus on clicks, impressions, conversions, or views (for video ads).
Now that you're advertising on AdWords, you probably have a clear goal in mind for your ads. If you sell coffee, maybe you want to get more people to visit your shop. If you run a hiking club, maybe you're aiming to get more people to sign up for your newsletter. And so on. Knowing what you want your ads to do will help you decide how to bid. Focus on clicks (for Search and Display ads) If your main goal is to have people visit your website, then clicks are a good place to start. Use cost-per-click (CPC) bidding and you'll pay only when someone actually clicks on your ad and comes to your site. CPC bidding gives you these choices: Automatic bidding This is the easiest way to bid. Set a daily budget and let AdWords adjust your CPC bids to bring you the most clicks possible within that budget. Manual bidding Take full control of your CPC bids. Manual bidding lets you set bids at the ad group level, or for individual keywords or ad placements, so you know you're bidding just what you want for the clicks that mean the most to you. Example If you run a hiking club in Vermont, you might want to bid a lot for direct-hit keywords like "Vermont hiking" and a different amount for broader keywords like "hiking maps." Focus on impressions Instead of paying by the click, you can pay by the number of times your ad is viewable shown, if your campaign is targeting just the Display Network. That's called cost-per-thousand viewable impressions (vCPM) bidding, since you pay for every 1,000 times your ad appears and is viewable. If you're mostly interested in getting your name or logo in front of lots of people, this is a smart option. Learn how ads are measured as viewable Viewable CPM bidding, like CPC manual bidding, lets you set bids at the ad group level, or for individual placements. Focus on conversions (for Search, Display, and Shopping ads) With this advanced bidding method, you tell AdWords the amount you're willing to pay for a conversion, or cost-per-acquisition (CPA). A conversion (sometimes called an acquisition) is a particular action you want to see on your website. Often that's a sale, but it could be an email sign-up or some other action. You pay for each click, but AdWords will automatically set your bids for you to try to get you as many conversions as possible at the cost-per-acquisition you specified. To use CPA bidding you must have conversion tracking turned on, among other things, so CPA bidding is suited for intermediate and advanced AdWords users. Focus on views (for video ads only) If your main goal is to evaluate how engaged viewers are with your video content, where they choose to watch your videos, and when they drop off from watching your content, you'll use cost-per-view (CPV) bidding. With CPV bidding, you'll pay for video views and other video interactions, such as clicks on the calls-to-action overlay (CTAs), cards, and companion banners. To set a CPV bid, you enter the highest price you want to pay for a view while setting up your TrueView video campaign. Your bid is called your maximum CPV bid, or simply "max CPV." This bid applies at the campaign level, but you can also set a CPV bid per ad format. To run your ads on Google, you'll need to decide on the right budget and bidding options. Your budget establishes a charging limit for an individual campaign, so it should be the average amount you'd be comfortable spending per day (or seeing on your monthly credit card bill if you multiplied your budget by 30.4, the average number of days in a month). Your actual costs may be lower, depending on how you manage your bids.
Your maximum cost-per-click bid (max. CPC bid) is the most you're willing to pay for a click on your ad. By managing your bids, you may influence the amount of traffic your ads receive, as well as the Return on investment (ROI) they generate. With higher bids, your campaign is likely to receive more traffic, although you'll likely spend more money. With lower bids, your campaign is likely to receive fewer clicks and conversions. About your campaign budget Your budget amount is for a single campaign (as opposed to a total amount across all your campaigns), and it represents the average amount you're willing to spend per day in that campaign. If you want to check your average daily budget across all campaigns, you can use the "Budget" column under the Campaigns tab. If you prefer thinking of your budget in monthly terms rather than in daily terms, you can calculate your monthly budget by multiplying your average daily budget by 30.4 (the average number of days per month). Tip: Start small If you're a beginner, try a daily budget of US$10 to US$50. Check your account daily after applying a new budget to see how your campaigns have performed. The most important thing to remember is that the auction process uses your ad's Ad Rank to determine its position. So even if your competition bids higher than you, you can still win a higher position -- at a lower price -- with high-quality ads and landing pages.
Also remember that the auction process repeats for every search on Google, each time with potentially different results depending on the competition at that moment and which ad you use. So don't worry if your position on the page fluctuates -- it's normal for it to vary each time. How you'll see it In step 4 shown above, ads are ordered on the page (that's your ad position) using a formula called Ad Rank. The main components of Ad Rank are your bids, the quality of your ads, and website, as well as the expected impact of extensions and other ad formats. If you want to try to boost your position, you'll need to beat your competitors with quality, bid amounts, or a mixture of both. Every time an AdWords ad appears, it goes through what we call the ad auction, a process that decides which ads will appear and in which order. It's not like an art auction where the highest bidder always wins; instead, AdWords does something a little more interesting:
In AdWords, you can assign a daily budget to each individual campaign, or use shared budgets to allocate budget across multiple campaigns. A shared budget is ideal if you don't have a lot of time to spend setting up and monitoring individual campaign budgets, but would still like to get the most clicks possible for your ads within a set budget.
When a shared budget is in use, AdWords can automatically adjust how budget is allocated across different campaigns to help you improve your return-on-investment.You can always switch back to using individual campaign budgets for full control over how much you spend per campaign. Go to the Shared library in your account to set up or manage your shared budget. Example Say you've set aside $100 per day, split evenly between two campaigns. On a given day, one campaign could get less impressions and clicks than usual, resulting in only $40 spent. With a shared budget, AdWords could take that leftover $10 and reallocate it to the second campaign to maximize your campaign results overall. Set up a shared budget
Remove a shared budgetBecause every AdWords campaign has to have a budget, you can only remove a shared budget if it's not currently being used by any campaigns. Follow these steps to remove a shared budget from your campaigns and remove it:
While the cost of your campaign can be 20% above your average daily budget on any given day, you won't be charged more than the monthly charging limit that AdWords uses to prevent you from accidentally getting overcharged. This means that as long as your budget is consistent for an entire month, you won't be charged more than your daily budget multiplied by the average number of days in a month, which is 30.4 (365 days in a year ÷ 12 months).
ExampleIf your budget is the same value throughout a month, and you accrue more costs in a calendar month than your monthly limit allows, you'll only be charged your monthly limit. For instance, if your daily budget is US$10 per day throughout a month (a US$304 monthly charging limit), and you've accrued $310 in costs over a calendar month, you'll only be charged $304. Here's the math: US$10 (daily budget) x 30.4 (average days per month) = US$304 The other $6 is returned to you as an overdelivery credit. How budget changes affect the monthly charging limitA monthly charging limit won't be used if your daily budget changes throughout the month, even though the 120% daily limit still applies. For campaigns that are paused in the middle of the month or that otherwise don't run for the full month, you may see discrepancies between your average daily budgets and your total charges. ExampleLet's say your campaign runs for three days. You set a daily budget of $100 for the first day, $120 for the second day, and $150 for the third day. You could be charged $120 on the first day, $144 on the second day, and $180 on the third day due to the 120% daily charging limit. This means that you'd be charged $444 in calendar month and a monthly charging limit won't be used. AdWords helps you maximize your return on investment (ROI) by showing your ads more often on days when Search traffic is higher.
When your ads are shown more often, your total daily cost might be up to 20% more than your average daily budget. However, you won't be charged more than your average daily budget multiplied by the average number of days in a month (30.4). Why campaigns might cost more than their daily budget For each of your ad campaigns, you'll set a daily budget — the amount that you've budgeted to spend on your ads each day. If you've noticed that the total daily cost of your campaign is more than your daily budget amount that means your campaign is spending more of your budget on days with higher Search traffic and less on days with lower traffic. Search traffic can fluctuate for several reasons: whether it's the weekend or weekday, or due to seasonality and holidays. Dipping into your daily budget for other days in the month helps to optimize the performance of your campaigns and helps make sure that your ads can run a little more on days when they’re very popular. How you’re charged when campaigns exceed their daily budgetUp to 120% of your campaign's daily budget can be used to show your ads on certain days of the week or certain times of the month based on fluctuations in traffic — but not more than you spend on your campaigns each month. Example If your daily budget is US$10, up to US$12 can be used to show your ads on certain days based on fluctuations in traffic. Note that sometimes your daily costs might exceed the 120% cap. However, you'll still only be charged for the 20% over your daily budget. For example, if your daily budget is US$10, and you've accumulated US$15 in costs on a given day, you'll only be charged US$12 per day. The remaining $3 is returned to you as an overdelivery credit, which you can see in your transaction history. This is the average amount you’d like to pay for a conversion. The target CPA you set may influence the number of conversions you get. Setting a target that is too low, for example, may cause you to forgo clicks that could result in conversions, resulting in fewer total conversions.
AdWords will recommend a target CPA after you’ve set up a new bid strategy and chosen which campaigns to apply it to. This recommendation is calculated based on your actual CPA performance over the last few weeks. We’ll exclude performance from the last few days to account for conversions that may take more than a day to complete following an ad click. You can choose whether to use this recommended target CPA or to set your own. Bid limits Setting bid limits for your Target CPA bid strategy isn’t recommended, because it can restrict AdWords’ automatic optimization of your bid. It can also prevent AdWords from adjusting your bids to the amount that best meets your target CPA. If you do set bid limits, they’ll be used in Search Network auctions only. Bid limits are only available for portfolio (not standard) Target CPA bid strategies. Max. bid limit: The highest max. CPC bid that you want AdWords to set for any keywords, ad groups or campaigns using Target CPA bidding. Min. bid limit: The minimum CPC bid that you want AdWords to set for any campaigns or ad groups using your Target CPA strategy. Note that the AdWords bidding algorithm might set a max. CPC bid that's below your minimum bid limit, generally due to smart pricing. This means that the bid limit that you set here isn't the absolute lowest bid that could be set. Bidding for conversions vs. converted clicks You can set Target CPA to focus on either conversions or converted clicks by choosing a conversion bid metric. If you don’t make a selection, Target CPA will focus on conversions. Learn more about the conversion bid metric setting and how to change it The first things seen on the AdWords dashboard are: Home – a Snapshot of what the account is doing Campaigns – The campaigns being run and managing them Tools – where you have access to the keyword tool, ad preview and Conversions Reports – coming up with various reports for different campaigns Opportunities – this is where google provides you with tips to improve the work you are doing. This is the centre console of AdWords where all the metrics can be found.
Campaigns – provides information of all the campaigns Ad groups – provides information of how the ads are performing Keywords – provides information of how the keywords are doing. Ad extensions – it shows how various extensions like call, sitelinks and callouts are doing Dimension – give you metrics of the ad groups and campaigns. Date range – the time period you are trying to measure All but removed campaigns – shows all the campaigns that are running. Segment – it’s used to breakdown the various statistics Filter – blocks out irrelevant information helping you to drill down deeply into the information. View Change History – it shows you all the changes that were made in the past to the campaigns, ads and keywords |
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