Digital Marketing: Your Guide to Online Success

Using the Google AdWords Keyword Planner tool helps us create a more efficient campaign. One of its great advantages is that it offers us concrete data that allows us to choose the keywords, ad groups, and budgets that best fit the objectives we want to achieve. This way, we have the opportunity to define the campaign we are truly interested in running in much more detail. First, this planner helps us find ideas for choosing keywords that will improve our campaign , whether we start it again or want to add them to the one we already have running. And the best part is that it allows us to define them based on various factors, such as the product or service we sell, its category, or the landing page. In any case, it is important to emphasize that using this tool does more than just provide us with keyword ideas. This planner also offers us complementary information that allows us to make more informed decisions about the keywords we need to use, such as click estimates and historical statistics . This way, we can get a rough idea of their performance and what positive consequences they could have on our campaign. Despite all the positive points we've mentioned so far, we must be clear that the Keyword Planner is not a definitive guarantee for the success of our Google AdWords campaign. As much as it helps us find the most suitable keywords, the final performance will be determined by other factors that are equally important, such as bids, campaign budget, and, of course, user behavior. Only by taking all these factors into account can we see the real results of the campaign we have created in Google AdWords.

Do you want to pay the cost of your Google AdWords campaign in monthly installments? It's certainly a good option if you're planning to work with a significant amount of advertising, but you should keep in mind that AdWords only grants billing cycles to users who meet certain requirements. To set up split billing with monthly payments for your AdWords campaign, you must apply for credit from Google and invest €1,500 per month for at least a quarter. Additionally, you must have a credit history with AdWords, and you may be asked for financial reports about your company. If Google agrees to grant you billing cycles, you should keep in mind that you cannot change the terms later, and that invoices will be sent to you on the fourth business day of each month. If you fail to meet the payment deadlines, your account may be terminated. Although in theory, billing will be charged after 30 days, this can sometimes change. For example, you'll be charged before the end of the month if you earn €50 from clicks or impressions, depending on whether your campaign is based on CPC or CPM. From then on, you can accumulate €200 to be charged again in the next 30-day billing cycle. These billing cycles can occur continuously and increase the maximum billing limit allowed by AdWords. These billing cycles can also be applied to prepaid Google AdWords accounts . In this case, the cost of periodically displaying your ads will be subtracted from the money previously paid until the account reaches zero, at which point the campaign will stop appearing.

One of the concerns users have when making an online purchase is maintaining the privacy of their data, but this is no longer a problem these days, as Google guarantees the security of purchase conversions made on a website. To achieve this, it has various resources. To begin with, Google uses a data encryption system on pages that have a conversion code, designed to reinforce their security. It also tracks conversions with secure servers separate from those that display search results, and employs other measures to reinforce its security and privacy standards in this process. Tracking Cookies Tracking cookies are, without a doubt, one of the most controversial elements on the Internet today. It should be noted, however, that conversion tracking is not isolated; it only allows general access to ads and keywords. Furthermore, cookies only remain on the user's computer for a specific period of time. In any case, it's important to note that we can configure the Google Site Stats box in our AdWords campaign to inform potential users who have accessed the website through Google about conversion tracking cookies. With this option, they can accept them or not, and we'll also remind them that no personal information will be collected. If we decide to use Google Site Stats as our privacy policy, we must activate this option so that it appears on the conversion confirmation page. To do this, within the Reports tab of the Conversions section, click Edit Information and select Google Site Stats under Customize Tracking Indicator. This will provide us with the code for our site.

One way to increase the activation of the ads in our Google AdWords campaign is through the use of the broad match modifier . Essentially, its function is to give our ads a new, extra focus, taking into account words related to those we have previously defined. Therefore, it directs traffic and, above all, improves relevance . This has, as we already know, a positive effect on CTR and conversions. In any case, to get the most out of the broad match modifier, we must learn how to use it correctly. While adding a + before the chosen word activates it, it is important to monitor how it would work in relation to other keywords to prevent traffic from becoming too overwhelming. It is important to keep in mind that the broad match modifier will cause variants of words to appear (such as misspellings, singular or plural forms), but not synonyms or related searches. To monitor the effect of the broad match modifier, it's recommended not to change existing modifiers and instead add new ones to separate ad groups to monitor their specific performance. And, of course, don't forget that they need to be constantly modified as the campaign evolves. To create a broad match modifier, access the campaign or ad group you want to modify, go to the keywords tab, click the "+ Add keywords" button, and add the keyword you want. However, if you want to add it to an existing broad match keyword, you'll need to edit it online by adding the + to the keywords you're interested in and saving the changes.

Do you want your Google Adwords ads to be truly successful? Then you can't    forget the importance of keywords when publishing them. In fact, if they are not configured   properly, the entire process that follows when setting up a Google Adwords campaign will not work, and the ad will not get the clicks we want.

In this sense, match is a key aspect for achieving good campaign performance. If we restrict it, it's true that the AdWords campaign will cost us less money, but we'll also get fewer clicks. Therefore, we must be clear about our priorities.

Additionally, Google AdWords provides us with various tools to manage our campaign keywords . For example,   Using the “View Search Terms” report will allow us to   Tailor the match to our interests. The Keyword Planner tool will also be essential, as it will help us improve our keywords and create lists of the most important ones, based on our traffic estimates.

Keyword maintenance

Keyword lists   should never be static. Throughout our campaign, we must work to correct them and define the appropriate ones at all times. With this periodic work of elimination and   By fine-tuning the words we use, the performance of the campaign we are working on is greatly improved.

Consequently, we must be clear about the need to continuously maintain the lists we work with, starting with saving those directly related to our product and deleting those with low traffic . This way, we'll retain the ones that get us the most clicks. Compound keywords will also perform better because, being more general, they can reach users with less specific interests.

If we've planned an online marketing campaign that includes the use of display ads, it's important to keep in mind that these ads must have certain basic characteristics to pass Google's filter.

Criteria for display ads

To begin with, display ads must meet basic quality criteria. This means their images must be clear , representative, and understandable in relation to what they want to communicate .

Its content must comply with certain standards, making it suitable for viewing by minors. Therefore, adult material, inappropriate language, and aspects related to sexual themes are prohibited .

How to make a display ad

For a display ad to be accepted by Google , it must not have any inaccurate features . That is, its animation must not be fraudulent and appear to have nonexistent characteristics.

This includes, for example, fake drop-down menus that can mislead users.

Similarly, it should be noted on a formal level that the images of graphic ads accepted by Google must cover their entire surface , and cannot be reoriented in a single ad, nor can they appear multiple times.

Display ad formats

To create graphic ads that are accepted by the Google Ads service, we can choose between “.gif,” “.jpg,” and “.png” formats, and Flash is also supported in animated ads.

Finally, Google values that the user bar of this type of ads consists of an ID, a visible URL and a link for interaction with the user .

In addition to meeting all these characteristics to pass Google's evaluation, it is important to note that a good display ad must accurately reflect the website and the product or service you want to promote .

Additionally, it's recommended to use Google Ads' performance tools to evaluate its performance during and after the campaign. Also, relying on the expertise of a Google Ads agency like Click Online 360 can help you grow your online presence.

One of the key factors in an AdWords campaign, which can determine the success of our ROI objectives, is the correct selection of keywords and their accurate targeting . Therefore, it's important to understand the matching relationships that can be established and their direct impact on the campaign.
In any case, it's important to keep in mind that online advertising is constantly evolving, so we should never get stuck with the first keyword we come up with. We need to periodically analyze them to find the most profitable ones and eliminate those that aren't viable.

Broad match types Broad match is the default type of match, and it means that the search is activated when the user types one of the keywords, or their variants: singular, plural, synonyms, etc. This way, you reach a broad audience whenever their search matches the established parameter in some way.
Phrase match , on the other hand, adheres to the exact order of words entered into the search engine. The ad will therefore only appear when a specific search is performed or when the words preceding the phrase are searched for. Compared to broad match, it allows for much broader targeting and makes it possible to eliminate ineffective keywords.
Exact match is intended for ads that we only want to appear in a search with specific terms, in the same order, and without any additional additions. It's activated by placing the keyword to appear in brackets. The advantage? It allows for detailed targeting of the product or service being sold and, therefore, a more efficient return on investment in the campaign.
Negative match allows us to prevent our ad from appearing associated with a word we don't want. To achieve this, we need to add a negative sign to the word we want to avoid.
Finally, modified broad match allows us to add exact keywords so that our ad appears when that exact search is performed, slightly modified, or in any order. This allows us to better control the traffic we target.

If yesterday we talked about the new Google certification, today we tell you about the new certification that has come out of Bing Ads , a good opportunity to continue demonstrating SEM knowledge , for this case the steps to follow are the following: - Have managed at least one Bing Ads account - Relate the exam to a marketing agency - Pass the exam consisting of 100 questions with a minimum score of 80% If you have the Google Adwords certificate, the exam is of a very similar style. Here we leave you one of our certificates .

Hello everyone !!! Many of you ask us what are the requirements to obtain the new Google AdWords certification ( Google Partners ), well, these would be the most outstanding points: - Have an MCC account - Pass the basic exam and one of the 2 advanced exams - Have at least one certified person in the company and link it to the MCC - Bill in the last 3 months a minimum of 10,000 dollars - Perform in the accounts: Remarketing , have extensions configured and optimize the account to obtain a good Quality Score. Here we leave you an official Google video where they tell you in more detail the new Google program. And you already have the certificate ?

Have you considered launching an online marketing campaign ? Are you thinking about using Google AdWords to improve your online presence? If the answer to both questions is yes, you've probably started gathering tons of information about what you need to know to manage your own AdWords campaign, especially from a technical perspective. There's no doubt that understanding how this system works is key to activating your account and trying to get the most out of it, but this doesn't mean you should forget about a basic element of this process, which stands out from the rest because it's highly creative: writing the text ads you want to run. Among its most important advantages is the fact that its CPA is higher than any other product, as it's small, takes up little space, and is also targeted based on its CPC.

The Characteristics of a Good Text Ad We've already explained that text ads are one of the best resources available to you in Google AdWords , but you must keep in mind that for them to be truly profitable, they must be written following specific guidelines. To begin with, it's important to understand that the main objective of an AdWords campaign is to attract the attention of potential consumers or users. To achieve this, you need to clearly describe the characteristics of what you're selling and highlight which of its features are unique compared to the competition. You also need to include keywords, especially in the title. Regarding style, you should always keep in mind that Google AdWords text ads require the use of interactive phrases in their writing to encourage the consumer to click on the ad. The best option for this? Use verbs like buy, sell, use... accompanied by immediate expressions such as "Buy now!" And, of course, always keep your writing short, clear, and direct, appealing directly to the consumer and seeking their immediate reaction. One last piece of advice? Experiment with different copywriting and test the results in each Google AdWords ad group before deciding which one to publish.