Digital Marketing: Your Guide to Online Success

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.

Destination URLs are those that, by definition, take us to a specific website when we click on them.

Within Google AdWords we find the possibility of giving them a more in-depth use.

There are destination URLs and visible URLs.

Destination URLs, as we've already explained, are the links that will take us to the website we want to promote. These URLs aren't the ones users will see in the ads, but they must meet the following requirements:

- They must have a maximum of 1,024 characters

- They must link to a page that works correctly

- You cannot link to a website that is under construction.

- Must link to a website programmed in HTML

Visible URLs in Google AdWords are those that users see in the ads we show them. We can also get profit from this, but they must meet certain requirements:

- Have a maximum of 35 characters.

- They must contain the domain of the site we are promoting

- They must include the domain extension, “.com”, “net”, etc.

- They must comply with the Google AdWords editorial policy. Now we can see where to take advantage: Once we've entered the domain in the ad, we'll still have excess characters in the ad, something we need to capitalize on. The best practice for this is to include the domain followed by a slash (/) and a descriptive word for the site where the ad links.

But if this seems like too little, we can still take it one step further and leverage that word in a site so important that the term becomes a keyword on our list. This will give us a higher quality score while significantly improving the CTR, given that the user will be very receptive to this ad.

In other posts, we'll look at how to incorporate keywords into ads and why.

In order to fully understand everything we can learn about Google AdWords, we need to understand the tool's enormous potential. We often hear about the Google search network, the content network, or the display network. When we refer to the Google search network, we're not just referring to Google Inc.'s search engine. We could give many figures about it, such as the fact that 100 billion search queries are made on the search engine per month, which means 3.333 billion queries per day, or more than 38,576 queries per second ! However, this figure has most likely increased since this post was written. We want to emphasize that when we refer to the search network, we're not just talking about the search engine itself, but also Shopping, Maps, Images, and Groups, as well as search partner sites, such as AOL. The Display Network was previously called the Content Network, so we'll refer to it as the Display Network, although the more nostalgic among us sometimes miss the term Content Network. This network is made up of more than a million web pages, videos, and mobile applications where Google ads can appear in the form of graphic ads, text ads, videos, etc. This number, of course, is constantly growing. But it is undoubtedly of an unparalleled size. It is very important to differentiate the two main networks, as it will be extremely useful to know how to differentiate them in order to implement a successful strategy in our Google AdWords campaigns. You can have the best product in the world, but if no one knows about it, it's as if you don't have it at all. - Josef Ajram - Triathlete and Trader

To rank a website well in Google's search engine, it's essential to have a good Quality Score in our Google AdWords accounts . But what is a Quality Score? How is it measured? How does it affect our accounts? How important is it? Many questions and very few answers. Google has never revealed the secret formula for defining a Quality Score . What we do know is what affects the Quality Score level, and thanks to our experience managing Google AdWords campaigns, we can assure you which variables are important and should be taken into account to optimize our accounts. Before looking at everything we must take into account to achieve a good Quality Score, let's take a look at its importance. With a good Quality Score in our Google AdWords campaigns, we can lower costs per click and also increasingly position our websites in the top positions. A little trick to keep in mind: Every time we create a Google AdWords campaign, our Quality Score level will always start at the highest level. From there, AdWords penalizes us with the Quality Score variants we'll discuss in the next post. Did that seem like too little? Learning marketing takes a day; unfortunately, knowing how to apply and master it takes a lifetime. Philip Kotler.

  Ad groups are probably one of the most important parts of Google AdWords and the one that those new to AdWords account management may find most unfamiliar or unfamiliar. Let's shed some light on this. An ad group can contain one or more ads targeted to a list of keywords and/or locations. The most useful tip we can take away is that ad groups should reflect as much as possible the section of the website we want to promote. That is, define ad groups based on the same website themes and be as faithful as possible to the sections we want to promote. We can assign a CPC to the entire ad group, although we can later vary it for each keyword. To create them, simply go to the "ad groups" tab and click "new ad group." Once created, we'll see the status of the ad group, the default bid for the Search Network and the Display Network, and the statistics reported by the group itself. If we click on the name of the group itself, we'll go to the list of words it's composed of. Just as each ad group has a list of keywords, it can or should also have a list of negative keywords. The advantage of ad groups is that they allow us to be very specific, which is why we encourage you to be generous when creating them. The more specific ad groups we have, the better the campaign will perform. Let's look at an example: An online fashion e-commerce store: We can create, for example, one ad group for men's clothing and another for women's clothing. From here, we can create more: men's summer clothing, women's summer clothing, etc. But the big advantage would be to be much more specific, for example, an ad group for men's summer casual dress pants. Even if we have a large volume of ad groups, this practice is much better for AdWords than having a few general groups. It's not enough to simply ask your customers what they want and give it to them. By the time you've achieved it, they'll want something new. Steve Jobs, Apple

Today we'll see how to create the perfect text ad in AdWords. The first thing we need to be clear about is that the perfect ad in AdWords doesn't exist. We can have a very high CTR, but we'll never have the perfect ad. This is where the important part comes in. A highly recommended practice, one that most AdWords professionals use, is to have at least two ads per ad group in their Google AdWords campaigns. This gives us the ability to analyze how users respond to two different ads, even if the difference is minimal, and thus make decisions. How do I do it? Easy. First, let's configure the campaign as follows: In the advanced settings section, expand the " Ad delivery: ad rotation and frequency capping" menu and select "Rotate indefinitely: Show lower-performing ads more regularly with higher-performing ads and do not optimize." This option is intended only for those who will optimize their campaigns regularly. This way, we ensure that our ads are published equally, regardless of the results they obtain. When the AdWords ads begin to be published and a reasonable amount of time passes (it will always depend on the number of times they are shown), we will begin to see the statistics that AdWords shows us and with that, we will make decisions. We will have to pause the ad that gives us the worst statistics and at the same time create another ad to compete with the one we already have. With this, we will ensure that our ads improve over time and therefore bring us better results. Later, we will see more tips for creating perfect ads in Google AdWords, or rather, almost perfect ones. Never stop testing, and your advertising will never stop improving. David Ogilvy.