Digital Marketing: Your Guide to Online Success

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.

Today we will review how to create an effective text ad in Google AdWords in an easy and simple way. The ad must be clear and concise about what we want to offer. It must accurately describe what the user will find on the website once they click on the ad. Ads consist of: Title (25 characters) Descriptive Line 1 (35 characters) Descriptive Line 2 (35 characters) Visible URL (35 characters) In the title, we must show in a single headline what we are offering, this will be responsible for capturing the user's attention. In descriptive lines 1 and 2, we can detail in a little more detail what the user will find after clicking. In these two lines, we must add our added value, the item that differentiates us from the competition, whether price, quality, etc. We can also add some type of claim, such as offers, discounts, promotions... We can't forget to make a call to action, the famous call to action , that is, encourage the user to visit our website. We can use claims such as "Get informed!", "Take advantage of the discount!", "Buy now!" Finally, we must take advantage of the visible URL. This must include our domain, but afterward and using a slash (/), we must take advantage of the remaining characters. A highly recommended practice is to use some of the keywords from the ad group within the ad. This will not only improve the quality level of the keywords but also the quality score, and if the user enters that keyword in our ad, it will stand out in bold. There are many very good ads, what are yours like? Ads are content, content is advertising, conversation is the medium @goviral

Sometimes we find poor results in our Google AdWords campaigns without knowing why, and we can't find the right solution. This often happens because we haven't edited our campaign properly; rushing, overconfidence, "I'll do this later," etc., leads us to make serious mistakes that can cause us a lot of headaches. That's why we want to review the most basic concepts of campaign editing.

• General ➾ Modify the campaign name
• Networks ➾ Select Search Network, Display Network, or both at the same time
• Locations ➾ Where I want to show my ads
• Languages ➾ Ads will be shown to users who use the language we indicate
• Computers, mobile devices, and tablets ➾ We determine the offers for the devices.
• Bids and Budget ➾ We determine the maximum daily budget and the type of bid for the campaign, whether CPC, Advanced CPC, CPA, etc.
• Ad Extensions ➾ Here we can select the type of extensions we want.
• Advanced Settings ➾ Ad scheduling, publishing, IP exclusions, etc.

In other posts, we'll delve deeper into these items and explore some very interesting options in the advanced settings. For now, we need to have the aforementioned fields well defined and configured to start rolling out our campaigns . Google loves brands—build one. Dave Naylor, British SEO expert.

Everyone knows the potential of Google Analytics to measure everything that happens on our website and analyze all the information. This way, we can make different decisions about our advertising campaigns, make changes to the website, see how offline actions affect our online environment, etc. On the other hand, we have Google AdWords, which will allow us to reach our target audience by displaying our ads and thus welcoming them to our website. What would happen if we combined these two powerful tools? We will synchronize our Google advertising campaigns with one of the best web measurement tools in existence. With this, we will be able to see very valuable information, since we will measure both the performance of our Google AdWords campaigns and their ROI. How do we do it? Within the general AdWords panel, go to the Tools tab, and then select Google Analytics. Here, we will find two options: "Create my free Analytics account" or "I already have a Google Analytics account. Associate it with this AdWords account." If you already have a Google Analytics account, click the "Link my account" button. You'll see a confirmation message. Accept it, and you'll be able to use this valuable option. If you don't have a Google Analytics account yet, you'll need to create one first; we'll cover this in other posts. What we call results is just the beginning - Ralph Waldo Emerson.

Perhaps when we talk about the content network or the Google Display Network, we don't know exactly what the person talking to us about these topics is referring to. We must keep in mind that to fully understand everything we can learn about Google AdWords, we must be able to understand the tool's enormous potential.

We often hear about the search network , the content network, or the Google Display Network, but few people actually know what it is.

When we refer to the Google search network, we're not just referring to the Google search engine. We could give many figures about it, such as the fact that 100 billion search queries are made on the search engine, which means 3.333 billion queries per day, or more than 38,576 queries per second! But 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 like AOL. The Display Network was previously called the Content Network, so we'll refer to it as the Display Network, even though the term "Content Network" sometimes escapes the more nostalgic among us. This network is made up of more than a million web pages , videos, and mobile apps where Google ads can appear in the form of graphic ads, text, videos, and so on. This figure, of course, is constantly growing. But it's undoubtedly of an unparalleled size. It's very important to differentiate between the two main networks, as it will be very useful to know how to differentiate them in order to implement a correct 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

Keywords and Quality Score In this post, we'll try to shed some light on one of the most important aspects of our Google AdWords campaigns: Keywords and the famous and well-known Quality Score. Let's look at them step by step. Keywords Keywords are those we have listed within an ad group in our campaigns, and when the user types them into the search engine, they activate our ad. It's a very simple and easy system, but it often causes us too many headaches. We just need to know what we want to advertise and put ourselves in the user's shoes to intuit what terms they might use. Let's look at an example: If we have an e-commerce site that sells clothing, we should have a section for "women's clothing" and therefore an ad group that covers this section of our website. In this case, we should have, for example, in our keyword list: -buy pink sweater online -buy pink sweater online -buy women's clothing sweater online -..... Here are some tips to help us create our keyword list. -Between 15-20 keywords per ad group -Words that are closely related to what we want to promote -Use specific words -Avoid generic words whenever possible -Pause words with a quality score equal to or lower than 4 -Add negative match terms* -Use different match types* Keyword quality score. Before looking at this point, we must differentiate between keyword quality score and quality score. The former is attributed to each of our keywords and has a visible value from 1 to 10 and, as a whole, affects campaigns. The quality score (in other posts we'll cover in detail how to achieve a good quality score) is a value that also ranges from 1 to 10, but it's not visible and greatly affects the quality of our campaigns. What is the purpose of the keyword quality score? Along with other factors, keywords in Google AdWords: - Determine the actual cost per click. - Affect the position in which our ad will be displayed. - Calculate the cost-per-click bid to appear on the first page of search results. Like almost everything in Digital Marketing, and Google AdWords in particular, it is measurable, and therefore analyzable. Within the keywords tab, we'll see all the information they provide, and with this information, we must draw conclusions to develop actions that optimize Google AdWords campaigns. Later, we'll cover more information about keywords in other posts. *In another post, we'll look at the types of keyword matching that exist and what they're used for. In the new business game, the winners aren't the best, but those who master the game. Roberto Cerra.

The Quality Score is essential for correctly positioning our Google Ads accounts and pages on Google.

But what is the Quality Score? How is it measured? How does it affect our bottom line? How important is it?

Many questions and very few answers.

Google has never revealed the secret formula for defining the Quality Score.

What we do know is what affects the QS level, and thanks to our experience managing Google Ads campaigns, we can assure you which variables are important and which we should take into account to optimize our accounts.

Before looking at exactly what we need to take into account to achieve a good Quality Score, let's take a look at the importance of this.

With good quality in our Google Ads campaigns , we can lower costs per click (CPC) and also increasingly position our websites in the top positions.

A little “trick” that we should keep in mind: Every time we create a campaign in Google Ads , our Quality Score level will always start with the highest level .

Did you think that wasn't enough? Check out our content on Google Ads here .

Marketing takes a day to learn; unfortunately, knowing how to apply and master it takes a lifetime.

Philip Kotler