Google Adwords Search Network Guide for Professionals
Google AdWords gives marketers an opportunity to showcase their ads ahead of organic searches through various network types. One such major network type and the topic of discussion in this article is search network. Google AdWords course extensively revolves around Google Adwords metrics and search network, therefore, most digital marketing institutes give more priority to this network in their Google AdWords course.
Search Network only” campaign subtypes
Both subtypes of “Search Network only” campaigns allow you to show keyword-targeted text ads showing on the Google Search Network
- Search Network only (Standard)
- Search Network only (All Features)
Google Adwords Search Network only (Standard)
- Language targeting: choose the language of the site that your Ad can appear on
- Basic location target: Location-based targeting.
- Basic bidding and budget settings: Helps to get an overall idea of how the campaign can perform, where the performance can be tracked after certain days of the campaign going live.
- Ad extensions to include: Call extension (Phone number), Site Link (URL), location. Sitelinks can take people to specific pages on your site—your store hours, a specific product, or more. When someone clicks or taps on your links, they skip right to what they want to know or buy.
- See detailed data about your clicks: See which site link is getting more clicks.
- Edit your sitelink extensions without losing data: Edit while you do not lose your performance statistics.
- Customized sitelinks for mobile: Adding of the phone number
- Scheduling with start and end dates: When to show the site links and when not to
- Better Call to actions: Better Clicks and conversions can be expected
Google Adwords Search Network only (All features)
- Include All the standard settings along with few additional features
- Location option Advanced: Location targeting to the particular radius of KMs also based on interest and affinity audience.
- Delivery method: select standard or accelerated delivery method.
Standard: tries to show your ads throughout the entire day to make sure that you don’t spend your whole budget in the morning and cause your ads to stop showing for the rest of the day.
Accelerated: tries to show your ads more quickly until your budget is reached. With this option, your ads can stop showing early in the day if your budget is spent.
Ad Extension in Google Adwords
Extensions expand your ad with additional information—giving people more reasons to choose your business. They typically increase ads’ click-through-rate by several percentage points. Extension formats include like call buttons, location information, additional links, additional text, and more.
How do they work?
To maximize the performance of your text ads, Google AdWords selects which extensions to show in response to each individual search on Google. For that reason, it’s a good idea to use all the extensions relevant to your business goals.
By adding more content to your ad, extensions give your ad greater visibility and prominence on the search results page. That means you tend to get more value. Ad extensions often increase your total number of clicks and can give people additionally, interactive ways of reaching you—as with maps or calls.
Ad extension is one of the best practice in Google Adwords and most Digital marketing institutes and digital marketing trainers always stress on the use of ad extensions while writing ad copies.
Some of the Ad extensions are:
- Call Out
Mention start, end date of campaign and ad schedule time.
It helps to optimize the campaign performance for an account. Marketers can automate when a campaign to start and pause depending on time and date.
A campaign performs on weekends from 1700 to 1900 hours so instead of every time doing log in and connecting you can set a rule for the campaign so that it automatically becomes live and is paused when and whenever required.
Ad Delivery & Ad rotation:
Optimize for clicks: Gives preference to ads that are expected to attract more clicks based on historical data of CTR.
Note: Google will only show ads for clicks rather than impressions, not available in video campaigns.
Optimize for Conversions: Gives preference to ads that are expected to attract more conversions like sign ups, purchases etc.
Note: Clicks may be low but conversion can be expected to result in better return on investment. If data related to conversion is not available then google AdWords will optimize for clicks.
Rotate evenly: Gives equal preferences to all active ad copies irrespective of the performance.
Note: If the ad copy or setting is unchanged for more than 90 days then it will automatically optimize for clicks, however, if the campaign is using enhanced CPC option it will go for conversions.
Rotate Indefinitely: Similar to rotate evenly but the rotation is in an indefinite manner and does not optimize.
Note: Not advised for most advertisers, but allows lower performing ads to perform similar to best-performing ones.
Google Adwords Dynamic Search Ad:
Dynamic Search Ads are the easiest way to find customers searching on Google for precisely what you offer. Ideal for advertisers with a well-developed website or a large inventory, Dynamic Search Ads uses your website to target your ads and can help fill in the gaps of your keywords-based campaigns. Without DSA, even well-managed AdWords accounts with many keywords can miss relevant searches, experience delays getting ads written for new products, or get out of sync with what’s actually available on advertisers’ websites.
Websites like Flipkart & Amazon with extensive product line go for dynamic ads option for better ad targeting.
Author: eMarket Education
eMarketeducation, an integrated digital marketing training institute located in Koramangala, Bangalore cover the broad foundation of Digital Marketing and explores further into the specialist areas of SEO, PPC Google AdWords, Social Media Marketing & Google Analytics.
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