My Digital Insight

Phrase Match According to the course, phrase match uses quotation marks ("") to make sure your ad only appears for searches containing your exact keyword and close variants, with additional words or phrases before or after your keyword.  It still can generate many bad clicks for irrelevant queries. And the click-through rate is low. For example, a phrase match keyword could be "winter coat" , if someone is searching for "winter coat for sale" , the ad will show on the Google search result. Even though "for sale" is not included in the phrase, but the phrase keyword "winter coat" is included and also in the same order, so the ad will show.  However, if someone searches "coat for winter", the ad will not show. Even though it includes "coat" and "winter", but it is not in the right order, so it is not eligible to trigger the ad. Pros of phrase match: begin to get more control of your search terms s...

Keywords are very important for any Google Ads campaign. According to the course, keywords are the "items" up for auction. They could be a description of your product, key feature of your product, or anything related to your product or service.  It's important to get your keywords right. Every single ad group has keywords, and every keyword that we select to our account represents an item that we want to bid on. Of course, we want to get some impressions when someone searches for something similar to the keywords. The keywords we add to our ad groups instruct Google as to which queries should trigger our ads. Google tends to refer to queries as search terms. Queries and search terms are exchangeable. Basically, queries and search terms are what the user enters into the Google search box. That's not necessarily your keyword. For example, if you are selling baby crib, your keywords could be " convertible baby crib", "4 in 1 baby crib", "li...

When will my ad show in order to get a higher conversion? It is a very common question to ask ourselves when we begin to schedule our campaign. In general, you could choose to run your ads throughout the entire day or throughout certain hours.  Image From Google By default, Google sets these ads to run 24/7. For a new campaign, it is a good default because you do want to learn how ads are performing at different hours of the day. In order to generate more data, it is better to schedule your ads to run 24/7. Then, you could go to the Google Ads dashboard to pull out the ad schedule report. The report will show the detail data about how your ad performs at different times. You could break out in segment hour of the day, day of the week, and the week of the month. By analyzing the data, you can make some bid adjustments based on the report. In most cases, it's worthwhile to bid on good traffic throughout the day at least. In order to make a rational bid adjustment, you n...

Google allows us to set a daily budget instead of a monthly budget for our campaign. When we set a daily budget for our campaign, we are telling Google the maximum value we want to spend each day. For example, if I set $100 as my daily budget, and I run the campaign for a whole month, in the end, Google will charge me about $3000. ($100 * 30days) According to the Udemy course, we could spend on any given day up to double the daily budget. Using the above example, I could spend $200 on any given day, but I won't spend $200 every day because it will be over my monthly budget.  How to figure out your daily budget? It is really a hard question. It depends on your campaign goals. How much profit do you need to earn? What ROAS (return on ads spend) do you need to generate for the campaign in order to be profitable? The course recommends setting $10 as a minimum daily budget spread across one or two keywords.  After you set your daily budget, you will see the delivery metho...

If you want to reach people who speak other languages, you could use the language setting. It is default in English since this is an English Google Ad account. You could select multiple languages. For example, if I want to promote my Chinese blog in the United States, I definitely will target users who can speak and read Chinese.  If someone in the U.S. and his Google interface setting is Chinese, my ad will be eligible to show.  However, if a Chinese speaking person is searching on Google in Chinese, but his settings have defaulted to English, then my ad will not show if I only target Chinese speaking people.  Therefore, it is important to include English with other languages together in your setting.

There are different ways you could treat your targeted locations and also different ways to treat your excluded locations. How you treat location settings differently are matters because it will significantly impact your ad show and who sees your ad. There are five addition location options under basic location settings. It is very important to know what each of these options means in order to run your campaign effectively. Target Option One: People in, or show interest in, your targeted locations When you choose this option, it means people from any locations can see your ad no matter what your targeted locations are.  For example, your keyword is "rent apartment", and your target location is "New York". Someone from Seattle or China or Japan searches for "New York apartment" on Google, your ad will show up.  In addition, "show interest" is up to Google to decide. The data could be collected from many sources. Someone may type ...

For the local businesses, if you only service certain areas, it is better to consider location settings when you plan a Google Ads campaign. It does not only save your budget but also reaches the right customers effectively. For E-commerce companies, sometimes it doesn't mean you have to target the whole country. Before you run your campaign, these things you have to think about: which areas will have a higher conversion rate will your shipping cost be less how're people shopping behaviors in a different location If you don't know which areas you should target on, you might need to find answers from: Historical data : you could check your sales performance report, CRM, Google trends, or ask your co-workers.  Major cities : it would be more expensive, but they also have the most volume. The higher cost per click is not necessarily a bad thing. High CPC means more people are advertising on this keyword in this place. They are willing to pay more because they know...

Before you write your ads, you need to set up your Google campaign appropriately. As I said before, there are two main networks you could choose. One is the search network, and the other one is the display network. When you are setting up your campaign, you could name your campaign by product name or product name plus location. Just make sure the name is specific, so you can organize your data and manage the campaign effectively.  Then, Google will let you select the network where you want to run your ads. By default, Google will select both the search network and display network.  The first thing you should do is deselect display network.  When you create your search ads in the text format, Google will be able to show those ads on the display network across all other websites. The problem is that is not search advertising. The goal of search advertising is to capitalize on the user's intent.  The second thing you should do is deselect Google s...