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Creating the objectives an online campaign should focus on is essential for assessing whether it's on track in a concrete and quantifiable way. If you need to set your campaign objectives , you must take into account certain basic requirements that will allow you to incorporate them into the reports generated during campaign monitoring. The first, although it may seem obvious, is to assign them a name that allows you to easily recognize them. The second basic aspect to keep in mind is the definition of conversion funnels , which will allow you to understand the journey users take on the page until they decide to abandon it or achieve the established objective. For each conversion funnel, you can define up to 20 pages. Finally, the third factor to consider is the assignment of values to calculate ROI and average score, among other things. A value that you can't miss in your account is the frequency with which users who achieve a goal become customers. How do you set objectives? If you want to edit your campaign objectives , you need to access the AdWords Manager tab, where you can click on Objectives and create an objective. If you follow the steps outlined in the following screens, you will successfully complete the project. However, you should keep in mind that Google Analytics offers pre-designed templates for setting up useful objectives, which are also editable for customization. To use them, note that they are based on four main categories, depending on the objective you want: Revenue, Acquisition, Inquiry, and Engagement. Choose the one that best suits your company's needs.

When we plan a marketing campaign, we set a series of objectives we want to achieve. These objectives, essentially, represent some type of interaction established between our website visitor and the page. These objectives can be of any type, from a purchase to a registration, and are what are known as conversions. When we measure the conversions achieved by our marketing campaign, we are obtaining effective data on its success and, especially, on the quality and relevance of what we are offering our customers. In other words, tracking the conversions achieved by our campaign allows us to know which ads, campaigns, and keywords bring us the most revenue and, therefore, where we can focus our investment to achieve a higher ROI . When we analyze the results of the measurements made, we can determine whether we have achieved our main objectives with the conversions achieved. To begin with, we will know if the keywords used help us get visitors to take the desired action and which ones are related to each specific action. This way, we can focus on investing in those that generate the most profit. Likewise, if we want to know how effective our planned campaign is, we must consider cross-device conversions . These are the result of a process in which users click on our ad on one device and then make a purchase from another. These conversions can be found in the estimated total conversions column of the Google AdWords account. With these results, we'll know how profitable it is to adapt our campaign to multiple access devices, beyond just the computer.

When creating the ads that will be part of your next online marketing campaign, you must take into account the advertising policies governed by Google AdWords , which may result in the system not publishing the ad if it does not fit its established guidelines. These policies take into account aspects such as format, content, and links, and it is important to keep in mind that they are not imposed for no reason. Google AdWords applies them when publishing the ads for a campaign to ensure better and more effective achievement of advertising objectives for both advertisers and clients. Google AdWords' editorial and format policies focus on the first three lines of the ad text to be published. They impose a specific number of characters for the title, text, and URL, among other formal aspects. For example, free or deeply discounted prices offered in one of these ads should be clearly stated and easily accessible, with one or two clicks. Likewise, it's important to avoid the incorrect use of exclamation points, which cannot appear in the title and can only be used one at a time in the text. Regarding Google AdWords' content policy , it's important to clarify that they refer to the type of products or services being advertised, avoiding certain ones in particular. It's worth noting that the promotion of certain weapons or resources for passing alcohol or drug tests is prohibited. Finally, we emphasize that your Google AdWords ads must adhere to established link policies , which essentially focus on the need for a specific visible URL and links that facilitate access to and exit from the page.

If you're preparing your next Google AdWords campaign and need to write the text ads you're going to use, it's important to know AdWords' editorial policy when publishing them. Here are some practical tips. To begin with, be careful with the use of punctuation marks, letters, and numbers in your writing. As much as you want to grab the attention of your potential customers, an ad with an excessive combination of exclamation points, numbers, and letters won't be validated. Of course, Google AdWords has certain spelling and grammar requirements, which means you must use well-constructed, clear, and correct sentences. Of course, you can only use capital letters when it's legally correct, even if you want to grab the customer's attention with words like BEST or FREE. Google also pays special attention to the format of your ads. Thus, you can't repeat a word three or more times in the same line or use superlative claims to emphasize the quality of your product. These expressions can end up deceiving the customer. The same applies to competitive claims. You can't claim that your product is better than another without proof. You can only say so if you support the claim with table comparisons or a competitive analysis. Of course, it's important to be careful with your language. Messages that don't contribute anything to the product, for example, "click here," and offensive or inappropriate language are completely prohibited in Google AdWords ads, which must pass the validation filter. By following these tips when writing your campaign's text ads, you'll have no problem getting them validated by the system and allowing them to be published without problems, following your editorial line.

Accurately measure the quality score of a word   It will help us see its influence on various elements of our Google Adwords account, conditioning its development.

To begin with, having a good quality score makes it much easier for the keyword we're interested in to enter the ad auction and also makes it cheaper for us. But this isn't its only advantage. Continuing with the economic theme, it's worth noting that a high quality score will result in a lower actual CPC . In other words, the higher the quality of the keyword we're interested in, the less we'll pay for each click on our ad.

And the benefits continue. Achieving a good quality score also gives us another key opportunity for our campaign, as it will also help our ad appear at the top of the page, with all the benefits this entails for the campaign. Likewise, being able to boast a good quality score means we'll be able to position our ads much better, and proportionally higher on the page.

In conclusion, whenever we consider the influence of the quality score, it's important to be very clear about its positive effect on the cost of our campaign and its effectiveness in achieving good positioning and, therefore, greater effectiveness. If, in addition, the ads are relevant to what the user is searching for, we will see even greater benefits, thanks to the increase in clicks and the consequent better positioning we will achieve. Therefore, a good quality score is one of the pillars of a campaign's success.

If you're not a Google AdWords professional and want to manage this system to run a successful campaign, you should be careful not to fall into the most common mistakes most advertisers make.

Keyword overuse is one of the biggest mistakes you can make when trying to manage your Google AdWords campaign. To begin with, you should be aware that relevance is a key factor. Therefore, it's important not to use broad match keywords, as they will never provide you with relevant traffic .   This is the keyword you're interested in to maximize your campaign's profitability. Similarly, it's recommended that you don't create an overly long list of keywords for a single ad group, as this will make managing them much more difficult.

Likewise, a campaign's CPC is another key factor that can lead to significant errors in a Google AdWords campaign. If you think increasing the CPC will increase your Quality Score, we regret to inform you that you may be mistaken.   and carry out an ineffective strategy. Are you tempted to lower your campaign's CPC right away? This is also one of the biggest   mistakes you can make in Google Adwords, since you won't give the system time to analyze the campaign and increase the Quality Score.

Another mistake you should avoid? Not conducting tests . If you really want to get the most out of a campaign, you must constantly test its results so you can try new locations and keywords to improve its profitability. Additionally, if you test based on the time of day, you'll be able to determine when the CTR was highest or when the greatest number of conversions occurred. Of course, this information is essential for the final result of your campaign.

And you? Do you identify with any of these mistakes?