My Digital Insight

Remarketing is one of the most effective and popular ways for advertisers.  It is only advertising to people who have previously interacted with the brand via an app or a website.  There are five types of remarketing inside the Google AdWords: #1: Standard The standard remarketing is the display network and display network apps. Someone came to your website to explore some information and then left, then you want to show your ads on the Google display network like Bloomberg as that person continue to browse the website. #2: Dynamic The dynamic remarketing is specifically useful for e-commerce. It allows you to show ads for that specific product as that person continues to browse the web. For example, I went to the American Eagle website and find a new dress and then left the site. Then, I went to other websites, the American Eagle ad is on the corner of the site, and most importantly, the dress I just viewed is on the ad. For advertisers, it is an aggressive way to ...

Whether your ad gets a top position is based on your overall quality score. Ad Rank is a number that determines what ad slot your ad will show in. The advertiser with the highest ad rank gets their ad in the very top position on the search engine result page. How does Google calculate your ad rank? There are four main components of quality score: Click-Through Rate (CTR) Click-through rate is the most important factor that affects your ad quality score. CTR is human feedback on the quality of your ad and keyword combination. The higher the CTR, the higher the quality score.  It's always a good idea to get in the habit of testing different displays or URLs within one Ad group to see which one has the best performance. Keyword/Ad Relevance In order for your ad to be relevant to the users, the text of your ad should talk about the themes that your keywords are present. Google will evaluate your ad text that is thematically related to the keywords in that ad group....

Google is the largest search engine in the world. It builds a very close relationship between advertisers and users. Users come to Google, then type their questions on the search box, and try to find good answers.  From a business perspective, Google wants users to come back and continue to use Google as their first or only search engine. Therefore, Google needs to have the auction for those ads and to make sure the ads are relevant to what users search for. By delivering relevant ads, Google will earn trust and credibility from users. The course instructor Isaac shares five key insights of AdWords auction:  #1: Always need to focus on relevancy Google's job is to send users to the most relevant landing page that contains the most useful information to answer their questions. Google really cares a lot about the user experiences with those ads. There are two subcategories regarding relevancy:  The first is the ad text. Google wants to make sure what your ad ...

The last stage of building a keyword list is the keyword organization. There are three basic components of the keyword organization: themes, buyer funnel, and match types. Themes Themes will build your ad structure. The most important of themes is relevancy. You want to make your ads are relevant to what the users are searching for. Make sure to send them to the relevant content page. Again, in order to accomplish that, you need to understand your ad structure or themes. Themes could be product-based, service-based, funnel-based or anything you think is relevant to your ads or campaign. It is based on what do you want to send the traffic to a specific place on your website or a landing page. There are two factors you need to optimize in the themes: human relevancy and Google. When you write the ad, you want to encourage users to click on it and take a valuable action. At the same time, you also want to have a good quality score on Google. Therefore, you need to create a good and...

When we are doing keyword planning, it is important to understand the psychology of search. We want to learn about how people express what they are looking for. People search for answers to their questions in different ways. They seek information in different ways and feel differently about the problems they need to be solved. According to the Google Ads course, Isaac summarized six main ways that people communicate with search engines.  Answer To The Question One of the most popular ways that people talk to the search engine is finding an answer to the current question.  It is also called a problem-based search. For example, if I want to find something that could support my back when I hold my baby, I would search "baby carrier with back support". I know my problem is back pain, and I know a baby carrier could help me relieve my back pain. Therefore, I need to find an answer by searching for my problem. The Question Itself A lot of people like to enter a question ...

Once we did all the keyword research, it's time to start keyword planning. Understand the buyer funnel is a very important process for keyword planning. The way a potential customer searches the internet can help us understand where they are in the buyer funnel. According to the Google Ads course, there are four stages of the buyer journey: awareness, interest, shop, and buy. Awareness There are two things in the awareness stage: one is being aware of the problem that you want to solve, and the other is being aware of a potential solution to that problem. The awareness is much more cognitive in nature, so it is hard to get someone to buy from your brand in this stage. Most people will enter a short term that describes their current problem. For example, when my baby is crying all the time, I start to look for anything that can stop baby cry. I will search "stop baby cry".  Awareness has the lowest click-through rate, and the bidding per click is also low. It is...