Once you are running your Ad Campaigns in Google, you have to track the conversion to make decisions on your keywords, landing page optimization and overall bidding process. You can track conversion from your Ad Campaigns using Google Adwords tracking code or by using Google Analytics code.
Google AdWords Remarketing allows advertisers to show relevant Ads to visitors based on their previous behaviour in your website. Let us say that you sell e-books and your website has over 21 categories of e-books. The visitor browsed only through the healthcare categories. This is a clear indication about the intent of the visitor. Now if the visitor leaves your site (lack of information or lack of motivation) and visits other related sites, is there any way to show your healthcare e-book Ads to the visitor?
Enter Google Ad words remarketing feature.
Impression share is similar to market share. You and your competitors bid for impressions that can be attained for your Ads. Impression share is a competitive metric that provides information on the actual impression against the available impressions in your target market.
Impression share = Actual Impression/ (Estimated number of impressions Eligible)
Quality Score is the single most important number in your Google AdWords account. It determines the eligibility of your Ad to be ranked in the first page and the cost per click for your Ads.
Ad rank is the value that determines the position of the Ad.
Ad Rank = Max Bid x Quality Score
Keywords are the fundamental building blocks for your Google Adwords campaign. The first thing that a Google Adwords newbie get stuck is in deciding the right keyword matching options. There are three Keyword matching options and one keyword elimination option. The keyword matching options are:
1) Broad Match
Use of long Tail keywords in your Ad Groups will improve conversion and relevancy for your Ads. First of all you have to understand that Quality Score is measured separately for your Ad Group, Keywords, Ads, Network (Display and Search), Landing page and Account. The score is calculated on the fly when a user enters a search query. With long-tail keywords the volume of searches would be low.
Here are 3 Best Practices while using long-tail keywords in your Account:
Quality Score (QS) determines the Ad Position and the actual Cost per Click. A low quality score means three things: your ad is not relevant for the keywords, the structure of the Ad Group is inconsistent and the landing page is not relevant.
For some strange reason, Google has disabled Quality Score from the default Adwords columns. For each keyword, Adwords calculates Quality Score based on the relevance with the Ad text and user’s search query. Performance of your Ad influences the value of the Quality Score.
What does the Quality Score Impact?
A good Quality score can save you lot of money. The Quality Score impacts Actual Cost per Click, First Page Bids and the Ad rank position
How to enable Quality Score for each keyword?
What would you do if you have used up all the best practices in creating effective Ads for Google Adwords and still haven’t received a good response? For competitive categories, this might be the case. The best strategy is to use Google Adwords Ad Extensions.
Ad Extensions will allow your Ads to stand from the rest of the competition. There are four types of Ad Extensions available in Google Adwords:
1) Location Extensions
2) Call Extensions
3) Sitelinks Extensions