Google AdWords can seem pretty daunting to a first time user. However, having general knowledge of commonly used words and phrases will help to simplify your tasks and make your overall experience much easier!
To begin, let’s start with the term campaign. A campaign is what you first set up when you begin to advertise on Google AdWords. They help you keep track of your various sets of ad groups by organizing categories based on products or services you offer. You can have one or many campaigns running simultaneously. Your campaign type is where you’d like your ad to be seen online. You can choose from various different viewing options, including, search network, display network, video network, and universal apps.
An ad group is used to organize your ads by common themes. An ad group will hold the advertisements that contain certain target similarities. Many people find it beneficial to organize their ad groups by how products appear on their website. For instance, if you sell women’s apparel, one ad group may be used for just pants, another tops, and another accessories.
The words and phrases you choose as your keywords will help determine where your Google Ad will appear. This is a crucial step in forming a successful Google Ad, so be sure to think critically and carefully when creating these! When choosing a list of keywords, do your best to place yourself in your customer’s shoes. Think, ‘what would I search for’ if you were looking for something like the product you sell. Whatever you yourself would think of Googling, is probably a good place to start when it comes to creating a keyword list. On an opposite (but still helpful) note, you can also use negative keywords to eliminate words you wouldn’t want your product to show up for in a search result. There is a separate area for negative keywords, and often this can help just as much as your regular key terms.
Your quality score is a measurement done by Google to help determine the relevancy of your ads’ headline, keywords, and more! Basically, it’s an overall estimate of how you rank in the ad auction process. The higher your quality score is, the more likely you’ll receive a better ad placement and lower costs.
Extra information about your product or business, such as coupons, additional websites, and contact information, all fall into ad extensions. This is what shows up in blue underneath your ad description. However, adding in an ad extension doesn’t mean it’s guaranteed to always show up. Extensions are shown when it has been predicted to improve your ad’s performance, or when your ad’s position is highly ranked enough for it to appear.