You can then use Excel to apply custom formulas for bid changes or to build completely new ad groups and keywords. You can also download just about anything from Google Ads in an Excel format like. When you are ready to implement your changes, simply click a button to post the changes in your account. You can then tweak and apply changes to the account without them going live, or make changes when you are not connected to the internet. It allows you to download a copy of your account into the program interface. Google Ads Editor is a free piece of Google software. prior to implementation within the Google Ads interface. Scale, while possible via bulk sheets, can pose challenges.Įxcel, Google Sheets, and Google Ads Editor are good for previewing and building campaigns, ads, etc. Anything done through the interface can be instantly applied.You’ll find that you can make any adjustment needed through the interface, although this brings up two potential problems. This page keeps a record of all the changes in your account whether they were new ads, keywords, adjusted bids or budgets, as well as when you paused and enabled certain elements. This is going to be your first line of defense in monitoring account performance.Īnytime you see significant spikes or dips or even a long running trend, pull a Basic Report (pre-built) and look at the change history page. Get comfortable flipping through your account and adjusting the date ranges, graphs, and metrics. One of the first tests of managing an account is getting used to the interface. Other MetricsĬTR = Click-through-rate = (clicks) / (impressions)ĬPA = Cost per conversion (acquisition) = (cost) / (conversions)Ĭonversion rate = (conversions) / (clicks) 1.4 Managing Your Account Actions which could assigned as a conversion include the following:īy default, Google shows all conversions in the “Conversions” column at the campaign level. Conversion Value: A set value associated with your chosen conversions (usually used by eCommerce companies tracking revenue associated with a sale)Ĭonversions are counted based on an action defined in Google Ads and can be tracked at the MCC level, account level, and/or campaign level.Conversions: An event counted when someone takes action you defined as a Goal.Impressions: How often your ad is shown on the search results page.Clicks: When a user clicks your ad, regardless if they visit your site or not. You can run ad copy testing within the ad group and improve the quality of your ads over time.The auction algorithm has more ad variations to consider when determining your Ad Rank.We recommend having at least three ads in an ad group, there are two primary benefits to this: The final URLof your ad needs to target your landing page and may contain tracking parameters.Įxample Display url: Example URL with tracking: product=1234&utm_source=google Google Ads uses an auction to decide which ads show in the SERP and the order in which they’re shown. They are also located at the top, side, or bottom of the SERP. First, ads are identified by an “Ad” label (see the first listing in the screenshot below). Text ads are distinguished in several ways from organic listings in the search engine results page (SERP). This advertising model charges an advertiser when their text, image, or video ad is clicked on one of Google’s network of sites. You may also see it referred to as cost-per-click (CPC) or more broadly as search engine marketing (SEM). In this guide, we’ll be focusing on Google Ads, the most widely-used PPC platform and covering the following fundamentals:ġ. Whether you’re brand new to PPC or a seasoned paid media professional, the continual adaptation to new features, policies, and platform changes is a never-ending process.
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