Text Ad

Text Ad in Google adwords, is a short ad with 5 lines describing the business, product/service and URL that is displayed of a particular company and destination URL that leads users to the company's landing page.. The same need to be concise, action-oriented and describes product/services in terms of features, offers etc.

The following is an example of a Text Ad:

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Beautiful Flowers
Beautiful Same Day Flowers
Trust Us, Fast UK Delivery
www.xyz.com
www.xyz.com/flowers.html

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In the above example,

a) The first line is the Headline
b) Second line is the description line 1
c) Third line is the description line 2
d) The fourth line is the display URL
e) The fifth line is the destination URL

Headline:
The headline is the main caption that highlights the business of the company. The Max limit is 25 characters.

Description Line 1:
This line describes further the business in terms of product's features, business and offers. The Max limit is 35 characters.

Description Line 2:
This line will mostly include call to action words related to the product's/service's business. The Max limit is 35 characters.

Display URL:
The display URL is only for the company's main url's display on the ad. The Max limit is 35 characters.

Destination URL:
The destination URL will lead the user to the actual landing page. The Max limit is 1024 characters.

Google's Official Traditional Media Blog

Google has launched a blog named "Let's Take it Offline", the official blog to help you with your offline ad campaigns. The Google offline advertising offerings include: TV, Print and Audio Ads. Google's official traditional media blog keeps you updated with all the latest product launches, updates, tips and industry findings.

This new traditional blog enables the advertisers to keep in touch with the latest products updates. The URL of the blog: http://google-tmads.blogspot.com/ . Therefore, advertisers can view the link to keep themselves updated on regular basis.

Ad Ranking

Ad Rank Number in Google Adwords is determined by the following factors:

● Cost-Per-Click(CPC): The cost-per-click (CPC) is the amount that an advertiser pays each time a user clicks on your ad.

● Cost-per-thousand Impressions (CPM): CPM stands for cost-per-thousand impressions. As per this pricing model the advertisers pay for impressions received.

● Quality Score: It is a number assigned to each keyword and its calculated based on various factors like: CTR, relevancy of the keyword with respect to the ad group, landing page quality, ad text relevancy with respect to the content on the landing page.

Ad Rank Number determines the ads position in the search results. The better the ad rank number, the better your ad attains position in the sposored listings.

The advertiser can pay only CPC that's required to have a higher rank number than the next lowest ad.

Advertising and More..

Pay Per Click Advertising enables advertisers to advertise on search engines, such as Google, Yahoo, etc. There are different pay per click advertising tools i.e Google Adwords, Yahoo Search Marketing, etc. The more you bid, the higher your ad will appear in search engines results. The major factor that affects the ad placement in Google Adwords is "Quality Score".

Definition Of Quality Score:
A score or number given by search engines that is calculated by measuring ad's Click Through Rate (CTR), Max Cost Per Click (CPC), Ad Text relevancy and Landing Page and other factors related to quality of site and more.

Click Through Rate (CTR) - This is the number of clicks divided by the number of impressions.

Max Cost Per Click (CPC) - The maximum bid placed on any particular keyword.

Ad Text - The relevancy of the ad text in relation to the keyword phrase that is typed by the user into the search engine.

Landing Page - The relevancy of the content on the landing page in connection to the keyword phrase typed and ad text clicked that leads to the landing page.

The higher the quality score, the better the ad position. This in turn leads to better visibility on the search engine.

Keywords & Placements on the Content Network

It has always been that keywords in ad groups were used to contextually target your ads by matching them accordingly to relevant pages across the hundreds of thousands of sites on the Google content network. But one could not bid more (or less) for a specific content network site. Now this is possible as Google has combined keyword-targeted and placement-targeted campaigns into a single online campaign type.

Advertisers can now target both keywords and placements together in the same ad group. Now keywords can be used to show ads on contextually relevant pages and placements can be used to set specific bids for sites that you value the most.

Two ways to use these content network controls:

● Customized bids for specific placements: When your selling a product and are advertising the same on content network for pages relevant to certain keywords and you find that certain sites are getting good sales, then customized bids can be set accordingly for those sites by checking the performance through Placement Performance report.

● Ads are shown only when both keywords and placements match: Advertisers can check the Placement Performance Report and if the ads related to the particular business are showing up on certain set of sites that are themed about Ex: features related to this specific product then the advertiser can go ahead and create an ad group with same set of keywords and add sites related to the features(Product's features).

These controls can help advertisers to better manage their campaigns more efficiently for a better ROI.

Basic Adwords Features

Google AdWords is an effective, quick and simpler way of advertising on Google. This effective advertising medium is cost-effective, reliable, reachable and flexible. It caters to small, medium and large businesses.

The basic features and terminology for an advertiser to know are as follows:

--> Adwords Account: AdWords account, is a dashboard relating to your AdWords advertising. Your AdWords account includes your AdWords campaigns, billing history, Details regarding performance data i.e Reports. This dashboard includes campaigns, adgroups, keywords, ads and other parameters.

--> Campaign: Campaigns within the account are used to categorise and structure the products/services of your company. A Campaign in turn consists of one or more adgroups.

--> Adgroup: Adgroup contains ad/ads that are targeted to a single set of keywords. Maximum price can be set for an entire adgroup i.e at the adgroup level or for individual keywords within adgroup i.e at the keyword level.

--> Keyword: The keywords within an adgroup are used to target your potential customers by means of ad/ads. For example: If your company is into selling used computers, then you can use "used computers" as a keyword within your adgroup. When Google user enters "used computers" in the search, your ad appears on the right side of the search results under sponsored listings.

--> Ads: An adwords ads helps you to target potential customers. It provides different Ad formats like Text, Image, Video, Local Business, Mobile and Traditional Media Ad Formats.

--> Impressions: Refers to the number of times an ad is displayed on Google.

--> Clicks: Refers to the number of times your ad is clicked by users on Google.

--> CTR: Clickthrough Rate (CTR) is the number of times your ad is clicked divided by the number of times your ad is displayed on Google.

--> CPC: Cost-Per-Click (CPC) is the amount that you pay each time a user on Google clicks on your ad.

--> CPM: Cost-per-thousand Impressions (CPM) is the amount that you pay for impressions received.

--> Google Network: The Google Network is a network of large group of websites and other products, such as email programs and blogs, who have partnered with Google to display AdWords ads. Advertisers have the option of running their ads on Google as well as the Google Network that have sites partnered with Google for no extra cost.

--> Search Network: If your campaigns are under the option keyword-targeted then they are automatically eligible to appear on the search network. Search network includes Shopping.com, ask.com, EarthLink and many others.

--> Content Network: If your ads within campaigns are targeted based on content themes and and may use keywords (keyword targeting) or target sites or placements on those sites (placement targeting) and are placed under the option placement-targeted then they are automatically eligible to appear on the content network. Content network includes Business.com, gmail.com and many more.

Benefits of PPC!

Pay per click services are:

Cost-effective:

Pay Per Click advertising enables you to pay only when your ad is clicked, whereas, other advertising schemes charge you every time your ad is displayed. Also, allows to choose minimum spending limit.

Flexible:

Pay Per Click advertising gives flexibility in terms changing ads, reaching the desired target audience, allocating the affordable budget.

Target Oriented:

It enables advertisers to target the desired audience in order to make maximum profits by achieving desired ROI. Also, target multiple locations and languages at the same time.

Reachable:

This advertising helps the advertisers to reach the Internet users within no time.

Few of other effective services of Pay Per Click Services are as follows:

Branding Oriented:

This effective advertising strengthens your company's branding. As day-to-day numbers are increasing in terms of Internet users and advertising on this powerful medium can show a greater impact on the audience. Whenever your ad shows up for terms searched by users, the same would in turn contribute for strengthening the brand awareness of products/services of particular company.

Fast and Reliable:

Unlike organic ranking, Pay Per Click advertising is fast in terms of setting up campaigns and attaining results. It is also reliable in terms of services provided to the advertisers.

Pay Per Click Accounts

When we talk about online advertising, the first thing that comes into mind is, where we should advertise our website and it's product to get the maximum business!

As an online advertising expert, I suggest the following Pay Per Click Search Engines, which are the most important and the top most ones to get a kick start to your business.

Google - AdWords

AdWords account, is a dashboard relating to your AdWords advertising. Your AdWords account includes your AdWords campaigns, billing history, Details regarding performance data i.e Reports.
Click Here to sign up to Google Adwords.


Yahoo Search Marketing:

Yahoo Search Marketing account, is a dashboard relating to your YSM advertising. Your Yahoo Marketing Solutions account includes your campaigns, billing history and others such as performance details i.e Reports.
Click Here to Sign Up to Yahoo Search Marketing.

Microsoft adCenter:

Microsoft adCenter account, is a dashboard relating to your Microsoft adCenter advertising. Your adCenter account includes your campaigns, billing details and also others such as performance data i.e Reports.
Click Here to Sign Up to MSN AdCenter

Keyword Matching Options

Keyword
A word or phrase entered into a search engine in an effort to get the search engine to return matching and relevant results is called a KEYWORD.

Keyword Phrase
A Keyword Phrase is a combination of two or more words used together that an individual may search for, eg: "blue widgets".

Keyword Matching Options

“Keyword Matching Options”: Enables you to increase the likelihood that your ad is shown to your desired audience and also allows you to focus and target the right target audience.

The following are different “Keyword match options” that are used in different search engines:


Google - Adwords

The following “Keyword match options” are available for use in Google.

Broad Match

Broad match enables you to reach widest audience and is a default option. If your adgroup contains a keyword holiday turkey then your ad would appear for a user's search query that contained cheap turkey holidays.

Phrase Match :

Phrase matching is enabled by enclosing the particular keyword in quotation marks eg: “holiday Egypt”.
Your ad would be eligible to appear when a user searches on the phrase “holiday Egypt”, in the same order as the keyword phrase in the adgroup, and possibly with other terms before or after the phrase.

Exact Match

Exact matching is enabled by enclosing the particular keyword in brackets eg: [holiday Egypt]. Your ad would appear when a user searches on the phrase holiday Egypt, in the same order as the keyword phrase in the adgroup, without any other term before or after the phrase.

Negative Keyword

If your keyword is holiday Egypt and you add the negative keyword - information, your ad will not appear when a user searches on holiday Egypt information




Yahoo Search Marketing

The following “Keyword match options” are available for use in Yahoo.

Standard Match Type

The Standard match type enables your ad to appear for exact matches to your keywords, as well as for variations like singular/plural and common misspellings.
Eg: If the “keyword Phrase” is Egypt holiday, it will appear for Egypt holidays and also for Eygpt holidays.

Advanced Match Type

The Advanced match type extends your reach to a widest audience by displaying your ads for a broader range of search related to keywords, titles, descriptions, and/or web content. It also includes keywords from Standard match type queries.
Eg: If the “keyword Phrase” is Egypt holiday, it will appear for Egypt holidays, Eygpt holidays, cheap Eygpt holidays and package holidays to Egypt.




MSN - AdCenter

The following “Keyword match options” are available for use in MSN.

Exact match

Your ad will show up only for an exact match of your keyword phrase. If the keyword phrase and the search query are same i.e Egypt holiday, then your ad will appear, without any other term before or after the phrase.

Phrase match

Your ad would show up when a user searches on the phrase “Egypt holiday”, in the same order as the keyword phrase in the adgroup, and possibly with other terms before or after the keyword phrase.
Broad match

Enables you to reach widest audience. If your keyword phrase is holiday turkey then your ad would appear for a user's search query that contained cheap turkey holidays.
By applying the appropriate matching options to your keywords, you can best meet your ROI goals.