12/2/2023 0 Comments Adwords editor dashboard![]() We all know what happens to family trees with only one branch.įor years, I've advocated for something called “tight” ad groups. Or, you can follow Google's account setup process, and build a tree that only has one branch. You can have a healthy family tree that branches out wide and far. Think of your AdWords account like a family tree. How many branches does your AdWords account have? When you're inefficient, you pay more for ad clicks, and Google makes more money!ĭid you know that Google made $110 Billion dollars in 2017? I just looked it up today and my head exploded! And they benefit from you being inefficient. The AdWords set up process is dumbed down because Google wants you to get you started advertising quickly. Are you more likely to click on an ad that matches your Google search, or an ad that's totally generic? I'd say that approximately 100% of the time, users prefer ads that match their search. Think about ads and keywords from a user perspective. And your single ad will be matched to about 100 generic and overpriced keywords. If you follow Google's default process for setting up your account, you'll have one campaign, one ad group, and one ad. And, Google is more than happy to give you bad AdWords advice. Instead, they wind up trusting Google's account setup process. Healthy account structureĪ tight relationship between keywords and ads is what I refer to as “healthy account structure.”īut most new advertisers don't create this type of detailed account structure. The function of an ad group is to organize your keywords and ads in a tightly matched, almost one-to-one, relationship. Ads that match the search are also a better experience for the user. The closer your ads match the search, the more likely they are to display. Ad groups contain your ads and your keywords.Įvery time someone does a google search they enter a search term, or keyword. And you can have multiple ad groups within a campaign. Running more than one campaign allows you to test your targeting settings.Įvery campaign contains ad groups. To become efficient with your ads, you want to create multiple campaigns. When most people get started with AdWords, they only create one campaign for their ads. You set things like daily budget, location targeting, language and network targeting at a campaign level. The campaign level is where you control the main settings for your ads. Within in an account, you have campaigns. In AdWords, your account identifies you with Google and controls your billing settings. An AdWords account houses all your information To understand how single keyword ad groups work, we have to take a step back, and look at basic AdWords account structure. How to use single keyword ad groups (SKAGs)
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