PPC (Pay per Click/
Cost per Click)
Account (Campaign [Ad Groups])
An Ad Words account can contain up to 25 campaigns
A campaign can have up to 100 ad groups
Ad groups can include hundreds of keywords.
Campaign: A
component of your account that allows you to focus your advertising on specific
products or services. Each campaign can contain multiple ad groups.
Campaign is set of ad groups
An Ad Words account can contain up to 25 campaigns
Ad Group: A
collection of ads within a campaign that corresponds to a group of related
keywords.
Ad groups is set of Ads, A campaign can have up to 100 ad
groups.
Impression: The
number of times an ad is displayed on Google or on sites in the Google Network.
Clicks: when ads hits on impression is called Clicks
CPC (Cost Per Click)
- Cost per click is often used when advertisers have a set daily budget.
When the advertiser's budget is hit, the ad is removed from the rotation for
the remainder of the period.
Cost per click is calculated by dividing the advertising
cost by the number of clicks generated by an advertisement.
Cost per click ($) =
Advertising cost ($) ÷ Ads clicked (#)
Click-through Rate
(CTR): CTR helps measure the performance of your ads and keywords. The
number of clicks your ad receives divided by the number of impressions.
Conversion – (lead
from fillings) When a person who clicked your ad completes an action you
consider valuable, such as a purchase, a phone call, newsletter sign-up, lead,
view of a certain page, or download.
CPM: Cost per Thousand Impressions, Its Generate in Display Networks
helps to shown no ads, you are charged every 1,000 times your ad appears on
Google whether it is clicked or not
CTA: Cost to Acquisition
CPA: Cost Per Acquisition = Total Cost /
Conversion
CPL: Cost per Lead
ROI Percentage=
(Revenue-Cost)/ Investment x 100
Keywords:
A specific word, or combination of words, used to target your
ads to potential customers. When a user searches on your keyword, your ad might
be shown.
Ad groups can include hundreds of keywords.
4 Types of keywords
Broad Match
Showing your ad whenever any
variation of your keyword
Phrase Match
Showing your ad only when the
search term contains your keyword. If keyword is chocolate coffee beans, ad
will show only on searches that swiss chocolate coffee beans and chocolate coffee
beans dessert, for example, “chocolate coffee beans”.
Exact Match
Showing your ad when the search
term is exactly the same as your keyword. for example, [coffee beans].
Negative Match
Showing when a word or phrase you
specify is part of a search term. If you specify cheap as a negative match, for
instance, your ad won’t show for search terms such as cheap coffee beans. You
choose this option by putting a minus sign before your keyword; for instance,
–cheap.
Networks:
2 types of Networks
Search Networks – Ads that comes from search results like search
engine sites & that results which shown after search query
Display Networks – Ads that shown only in form of banner images
&
Video Networks (online Networks) – ads where comes from you tubes
Maximum
Cost-per-click (CPC) Bid: The maximum amount you’re willing to pay each
time a user clicks on your ad for a particular keyword. You can set the maximum
CPC bid at the ad group or keyword level.
Quality Score:
The measurement used to determine your ad’s relevance to user searches. Your
Quality Score is determined by your keyword’s click-through rate (CTR) on
Google and by the relevance of your ad text, keyword, and landing page.
