I do not think you can allocate the keywords for each individual ad. Hopefully, Google will have this option in future.
I do not think you can allocate the keywords for each individual ad. Hopefully, Google will have this option in future.
I only have a couple of minutes here, so won't do one of my usual 'short story' posts. ;) Here are the basics:
You can allocate different keywords per ad by creating a new 'Ad Group', rather than by creating multiple ads within an existing Ad Group.
(BTW, you create new Ad Groups at the campaign level of your account. There is a link near the bottom left, when you are on the campaign page.)
* The primary purpose of multiple ads within one Ad Group is to allow you to see which ad copy performs better.
* The primary purpose of creating additional Ad Groups is to allow you to have ads and keywords that are highly targeted to each other.
AWA
Please see item #6 on the page noted below, for specific instructions on creating a new Ad Group. This is an extremely useful page for folks that are newish to AdWords, by the way. Lots of basic information here:
[adwords.google.com...]
AWA
I'm not going to debate the merits of AdSense, however, for the majority of products AdSense has a lower conversion rate.
If you start w/ content on, and your product gets a lot of content exposure (I've seen many KWs that get 10x the impressions on content vs search), and ad optimizing, your ads will be optimized for AdSense ads, and not search.
I would suggest starting a campaign with content targeting and ad optimization disabled. This will give your new ads equal exposure to gather the necessary history for your stats before letting the G system begin to optimize your ads.
I've seen on many occasions a good ad be pushed aside by the optimizing process because one ad happened to get a quick start and one got a slow start. If you let all the ads get x impressions before starting the optimization process, you'll have better data to analyze how the optimizing process is working, and if a particular ad has a higher conversion rate than another.
In campaign settings, Content targeting is AdSense. Search sites are like AOL, etc - those I think are ok to enable from the start as they are search based and not content based.
Ad Optimization has to do with Google looking at your ads CTR rates and showing the ad with the higher rate more often. This is a good system once ads have some history so you can also analyze what ads you think should be showing and not leaving it all to an automated process.
I still can't get my head around the daily budget and the CPC.
Briefly, think of it this way:
* Your Daily Budget directly influences how often your ad will appear.
* The larger the number of your keywords, the more your daily budget will likely need to be in order to show your ads all the time for all keywords.
* The more competitive your keywords are, the larger your daily budget will likely need to be in order to show your ads all the time for all keywords.
* Your Maximum CPC directly influences your position on the page, when your ad shows.
* The higher your Max CPC is, compared to competitors, the higher on the page your ad will tend to be - although Max CPC is not the only factor. Your CTR is equally important.
* And of course, the lower your Max CPC is compared to competitors, the lower on the page your ad will tend to be. (Again, Max CPC is not the only factor, and your CTR is equally important.)
Hope this provides at least some clarity.
AW
The huge benefit google has is that your position on the page is determined basically by your click through rate times your bid amount. So focus on getting your click through rate up. Sometimes at the beginning of a campaign that involves overbidding just to get your ads high enough to get decent click throughs, at which point you can scale back.
Make sure your ad groups are combined into common themes with ads relevant to the themes. Think about putting the search term in the title and including a call to action in the ad. All that gets people to click on your ad, which drives your ad up higher on the page for free.
If you have an adgroup with a phrase or two that is doing well, put the phrases in their own ad group with their own targetted ads for even higher (hopefully) CTR on those keywords. That's part of how you get high performing keyword stars.
A perk of getting high CTR's is that you can sit back and laugh at how much money your competitors have to spend to get anywhere near you. Ha!Ha!
The problem is exact match isn't it?
I don't really understand the options here, Broad I understand. phrase and negative I still can't work with. I'm a dummy I've read all adwords explanations + Goodman's report but it won't stick.
Your explanations are by far superior.
