1. Ad ranking
Your AdRank determines the ranking of your ad. The higher the value, the higher your ranking will be, the more eyes will be on your ad and the more likely users will be to click on your ad. Your AdRank is determined by your maximum bid multiplied by your Quality Score. 2. Offer
Google Ads is based on a bidding system where you, as the advertiser, select a maximum bid amount that you are willing to pay for a click on your ad. The higher your bid, the better your ranking will be. You have three bidding options: CPC, CPM or CPE. CPC, or cost per click, is the amount you pay for each click on your ad.
CPM, or cost-per-thousand, is the amount you pay per thousand ad impressions; that's when your ad is shown to a thousand people. CPE, or cost per engagement, is the amount you pay when someone takes a predetermined action with your ad.
And yes, we'll look at the bidding strategies below. 3. Type of campaign
Before you start a paid campaign in Google Ads, you'll need to select from seven campaign types: Search, Display, Video, Purchase, App, Smart, or Top-performing. Search ads are text ads that appear among search results on a Google results page.
Image ads are usually image-based and appear on web pages within the Google Display Network. Video ads are between six and 15 seconds long and appear on YouTube.
Shopping campaigns appear in search results and on the Shopping tab of Google. App campaigns use information from your app to optimize ads on websites.
Smart campaigns help Google find the best targeting to get the most bang for your buck. Performance Max is a new campaign type that allows advertisers to access their entire Google Ads inventory from a single campaign.
Four. Click-through rate (CTR)
CTR is the number of clicks you get on your ad in proportion to the number of views your ad gets. A higher CTR indicates a quality ad that matches search intent and targets relevant keywords. 5. Conversion Rate (CVR)
CVR is a measure of form submissions as a proportion of total visits to your landing page. Simply put, a high CVR means your landing page delivers a seamless user experience that matches the promise of the ad.
6. display network
Google ads can appear on search results pages or on a web page within the Google Display Network (GDN). The Google Display Network is a network of websites that allows space on their web pages for Google ads; These ads can be either text or image based and appear alongside content relevant to your target keywords. The most popular display ad options are Google Shopping and App campaigns.
Ad Extensions allow you to supplement your ad with additional information at no extra cost. These extensions fall into one of five categories: sitelink, calling, location, offer, or app; We'll cover each of these ad extensions below. 8. Keywords
When a Google user types a query in the search field, Google returns a series of results that match the user's intention. Keywords are words or phrases that align with what a searcher wants and will satisfy their query. Select keywords based on the queries you want your ad to show. For example, a search engine that types in "how to clean rubber shoes" will see results from advertisers who have targeted keywords like "rubber shoes" and "clean shoes."
Negative keywords are a list of keyword terms that you don't want to rank for. Google will remove you from bidding on these keywords. These are typically semi-related to your intended search terms, but are outside the scope of what you offer or want to rank for.
Pay Per Click, or PPC, is a type of advertising in which the advertiser pays for each click on an ad. PPC isn't specific to Google Ads, but it's the most common type of paid campaign. It's important to understand the ins and outs of PPC before launching your first Google Ads campaign.
10 Quality Score (QS)
Your Quality Score measures the quality of your ad based on its click through rate (CTR), the relevance of your keywords, the quality of your landing page, and its past performance in the SERPs. QS is a determining factor for your AdRank.
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