Google Adwords. 2 nd October 2013. Contents. Why Adwords ? Budgeting Keywords & Adverts Measurement Google Grant. Why Adwords ?. Why you are using Adwords.
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Ad Extensions allows you to include additional features to your adverts, such as maps and a ‘call’ button. This can be especially useful for mobile devices where users do not want to fill forms on donation pages.
Remarketing Lists for Search Ads (RLSA) is a new feature for Adwords search ads. It allows you to show different ad content and bidding for users who have already visited your site.
Use previous data (year on year) to establish trends, at keyword level, and bid accordingly to achieve the target CPA. Google has the facility to automate bidding based on clicks or conversions, but this is no replacement for your own year on year data with competitor behaviour.
The behaviour of your Ads will vary for different months of the year, especially with the build up to Christmas. As your competitors start increasing their bids you need to react to ensure you don’t get drowned in the rankings.
Accounts can become large with thousands of keywords and you often need to react quickly with changing bid amounts. The only way to achieve this correctly is to analyse past data.
The Google Grants programme must be a separate Adwords account and cannot be combined with an existing account.
Daily budget of $329 USD per day – You cannot add, or ‘top up’, your daily budget. The budget cannot be ‘carried over’ to a new period.
Maximum CPC of $2 USDper click (increase from $1 USD) – As with the daily budget you cannot add to the maximum CPC amount. This is restrictive in the sense that may be excluded from the top ranking positions.