Digital Marketing: Your Guide to Online Success

 

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.

 

 

One of the key elements that Google AdWords offers for practical and convenient campaign management is ad groups.

To this end, they are designed to:

• Contain ads targeted to specific keywords or locations
• Set a price for keywords and ads to be run.

Setting up ad groups in our particular Google AdWords campaign requires following a series of steps within the system. To begin, we must be clear about where to find them from the main menu. First, we will log into our AdWords account from https://adwords.google.es and, from here, we need to locate the   Campaigns tab. Within Campaigns, we must choose the one we're going to work on and activate it, then we can select the Ad Groups we want to edit. This is when we have access to their name, status, and default bids, and we can modify them according to our interests.   However, if we want to edit the geographic targeting and bidding options for an ad group, we'll need to find the Campaign Settings tab.

How do I make the necessary changes to an ad group?

Editing some of the settings we're interested in making to an ad group in the Google AdWords campaign we're managing is easier than it might seem at first glance. In fact, most of them can be done by working directly on the table cells . If we want to correct the group name , just click the pencil icon next to it. However, if we want to change the price of the ad group we're working with, click on the CPC and CPM bids. Similarly, it's very easy to change the status by clicking on the corresponding icon, changing it to a green dot, a red cross, or pause, depending on our needs at any given time during the campaign.

'Why use Google AdWords to advertise my business?'   If this is your first time considering online advertising for your business, you've probably asked yourself this question at one point or another while planning your campaign. In this post, we'll try to explain some basic reasons for doing so and uncover some of the many advantages this service offers.

An immediate and fully controlled service

The truth is that Google Adwords   AdWords is one of the most powerful tools you can have at your disposal when planning your online marketing strategies. We'll start by highlighting one of the most important: complete control over the ads you place. Can you imagine being able to correct anything in your campaign at any time, any day of the year? AdWords lets you do it whenever you want and see the results no less than 15 minutes later. Time is of the essence in AdWords, and in fact, another advantage this service offers is:   control the moment   exact date of your ad's appearance,   to create maximum impact on your potential customers. In addition,   They will access the content immediately, with a single click. Guaranteed to obtain a good ROI One of the main objectives when planning an online marketing campaign is to achieve a good ROI . That is, to get the maximum possible return on your investment in advertising and, in addition, have direct income. This is achieved by improving the diffusion of your business, a task in which Adwords plays a fundamental role. By using Google Adwords, you can direct your ads only to your real target audience .   Adjusting the cost of your campaign to your current budget. That is, you'll spend only what you can afford and, in addition, ensure your message truly reaches the people you're interested in. This way, you'll get the maximum possible return on your investment. And how much investment is required to use AdWords? It's up to you: the service is suitable for all businesses because it allows you to pay per click (CPC), per impression (CPM), or per website view, all of which you decide from the outset.   the budget you want to invest, and without a mandatory minimum spend.  

Another tool that Google AdWords offers us is the Change History.

Although it may seem like a rather useless tool at first glance, it can help us perform various queries on more than one occasion. We can also use it as a memory resource; that is, perhaps we have paused an ad group and can't remember when we did so. In that case, we can go to the Change History and check it.

In general, this tool allows us to see the changes we have made since we started our Google AdWords account.

To see what History shows us, we sometimes find a lot of information.

One option would be to filter your search for a change by date or type of change, budget changes, paused keywords, etc.

The most useful way to use Change History is when different users have access to the same account. In these cases, we can determine what was done on a specific date and by a specific person.

How can I see my change history?

- Go to Tools and Analysis.

- Click on My change history

- We select the interval for which we want to see the changes.

- We select to change the type that interests us (ad, budget, CPC, etc.)

- Finally, click on Filter Change History.

When we make a change to our accounts, it doesn't appear immediately in the history; it takes a few minutes to appear.

As with most Google AdWords dashboards, the change history also displays a graph, in this case showing the changes made. In this graph, we can choose to view the type of action taken. Naturally, we can also download it in different formats.

We can view it as a list where we'll see the user who made the change, the date and time of the change, the campaign and ad group, and the change that was made.

This month, Google AdWords has brought us several new features, as usual, but Keyword Planner (formerly Keyword Tools) has generated more buzz than usual, and it's somewhat paradoxical. We've read many posts and chatted about it in the AdWords Community, witnessing truly heated debates about whether it's better or worse, whether Google is doing it right or wrong, etc.

In the next few posts, we'll discuss the pros and cons of this tool, but above all, as always, we'll explain how to get the most out of it.

First of all, it's worth mentioning that there isn't much difference between the Keyword Tool and the Planner, although many have been shocked at the difference in traffic and CPC estimates between the old and new versions.

In Google AdWords, you have to know that the best way to learn is to try. Sometimes you make mistakes, but if you don't try, you'll never learn. We say this because of the variation in estimates we were discussing. It's impossible for any tool to give us an exact CPC for a keyword, since many factors influence this. These aren't always fixed variables, but, as the keyword itself says, are VARIABLE.

Another issue that seems to raise eyebrows is competition. At ClickOnline360, we recommend that, while it's true that you need to keep your competition under control, it's best to focus on the work you do yourself; if it's done well, AdWords will compensate for it.

Finally, and this is purely subjective, the entire debate is because SEOs will have to open Google AdWords accounts to use Keyword Planner, rather than using it from outside their account as they've been doing up until now, and this doesn't seem to appeal to them too much. But let's be positive and realize that we can continue to enjoy a very powerful work tool at zero cost, and now it's even better.

 

Low-performing or low-search-volume keywords are words that have generated very little search traffic on Google.

 

This can be due to several reasons, for example, low relevance in user searches due to the unclear and unclear nature of the term, the presence of spelling errors, or simply words that the user rarely or never uses.

 

AdWords tracks the number of searches for each keyword worldwide over the past twelve months.

 

Keywords that have received very little or no traffic during that period could be excluded from the ad auction. This practice allows for more effective ad delivery (based on past experience) and reduces the keyword volume in the system.

 

AdWords can reintroduce a poorly performing keyword into the ad auction at any time, especially if users start searching for that specific term. In that case, that keyword will begin participating in the auction within a day or two.

 

It's important to note that a poorly performing keyword will still appear as "Active" in your account, even if it has been temporarily removed from the auction.

As a tip, it's best to pause any keywords that display the "Low Search Volume" message, as they don't contribute anything positive to the account or, in this case, to the ad group where it's located.