Basic Google Adwords

Campaigns - Campaigns are your plan to reach the people who are most likely to want your offerings. Campaigns use the following elements to make sure your ads are visible to the right people at the right time

• keywords - search phrases you think your customers may use when searching for something related to your offerings
  
• ads - this is your unique messages about your offerings. It can be text, image, or video so long as you describe your offering, include the key selling points, and tell customers how to respond
  
• targeting methods - conditions for when to show your ads such as location, language, device and so much more
  

Keyword Match Types - these settings help control how closely the keyword needs to match a person’s search term in order to trigger your ad

• Broad Match - allows your ad to show for searches on similar phrases and relevant variations
  
  • example: kittens
    
• Phrase Match - allows your ad to show only for searches that include the exact phrase or close variations
  
  • example: “adopt a kitten”
    
• Exact Match - allows your ad to show only for searches that use that exact phrase, or close variations of that exact phrase, and no other words
  
  • example: [adopt a kitten]
    
• Negative Match - ensures that your ad does not show for any search that includes that keyword
  
  • example: -free
    
  • searches that won’t match this negative keyword is free kitten adoption, free kitten calendars, who wants a free kitten
    

Average CPC - Average cost-per-click is the price you pay each time someone clicks your ad. Avg. CPC is very useful when you want to compare the performance of different keywords, campaigns and ads.
Landing Pages - a landing page is where you send your customers after they have seen and clicked your ad. Also referred to as splash pages or product pages.
Auction - An auction is the process that occurs with each Google search to decide which ads will appear for that specific search and in which order those ads will show on the page.

• When someone searches, the AdWords system finds all ads whose keywords match the search
  
• From those ads, the system ignores any that aren’t eligible, like ads that target a different country or are disapproves
  
• Of the remaining ads, those with sufficient quality scores and bids may show, ordered on the page based on their Ad Rank (a combination of Quality Score and bid amount)
  

Return on Investment (ROI) - ROI is how much profit you have made from your ads compared to how much you have spent on those ads. It measures the ratio of your profits to your advertising costs.

• This is the most important measurement for advertisers - it shows the real effect that AdWords has on your business. While it is helpful to know the number of clicks and impressions you get, it is even better to know how your ads are contributing to the success of your business.
  

Conversion - WHen a person who clicked your ad completes a valuable action on your website, such as buying something or requesting more information

• A conversion occurs when a click on your ad leads directly to a behavior that is valuable to you, such as a purchase, a newsletter sign up, lead, view of a certain page, or download. You can decide what action should count as a conversion for your business
  
• Conversion Tracking is a tool you can use to help identify what customers do on your website after clicking you ad
  

Lastly: Tips for writing a great ad
This can all be very overwhelming, and this glossary only scratches the surface. But, in order to get the most out of Google AdWords is to write a great ad. Here are some tips on writing an ad that translates well:

• Always be clear and specific. Remember these three things when writing your copy:
  
  • Originality
    
  • Transparency
    
  • Navigability
    
• Include a call to action.
  
  • Let your users know what to do once they have clicked on your site
    
  • Use words that are calls to action. Some good terms to remember are:
    
    • Call Today!
      
    • Browse!
      
    • Get a quote!
      
    • Download today!
      
• Work a well performing keyword in, preferably in the headline of your ad
  
• Ask yourself “Why should someone click on my ad?”
  
• Remember that your display URL is part of your ad copy
  
  • Use it wisely. You can put absolutely anything in your display URL, provided that the domain matches with the domain of the destination URL. For example: www.examples.com/BuyMyProduct
    
• Ask yourself “Why should someone click on my ad?”
  
• Write more than one ad!
  

All About The New Google “Hummingbird” Algorithm

What’s a “search algorithm?”
That’s a technical term for what you can think of as a recipe that Google uses to sort through the billions of web pages and other information it has, in order to return what it believes are the best answers.

What’s “Hummingbird?”
It’s the name of the new search algorithm that Google is using, one that Google says should return better results.

Why is it called Hummingbird?
Google told us the name come from being “precise and fast.”

What type of “new” search activity does Hummingbird help?
“Conversational search” is one of the biggest examples Google gave. People, when speaking searches, may find it more useful to have a conversation.

“What’s the closest place to buy the iPhone 5s to my home?” A traditional search engine might focus on finding matches for words — finding a page that says “buy” and “iPhone 5s,” for example.

Hummingbird should better focus on the meaning behind the words. It may better understand the actual location of your home, if you’ve shared that with Google. It might understand that “place” means you want a brick-and-mortar store. It might get that “iPhone 5s” is a particular type of electronic device carried by certain stores. Knowing all these meanings may help Google go beyond just finding pages with matching words.

In particular, Google said that Hummingbird is paying more attention to each word in a query, ensuring that the whole query — the whole sentence or conversation or meaning — is taken into account, rather than particular words. The goal is that pages matching the meaning do better, rather than pages matching just a few words.