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Webucator's Free Advanced Google AdWords Tutorial

Lesson: Optimizing Ads

Welcome to our free Advanced Google AdWords tutorial. This tutorial is based on Webucator's Advanced Google Ads Training course.

Lesson Goals

  • About Image Ads.
  • About Ad Scheduling.
  • Regular Expressions Overview
  • About IP Exclusion.
  • About the Ad Preview and Diagnostic Tool.
  • About Ad Sitelinks.

Using Image Ads in AdWords

Getting Started

If you're going to try using image ads as part of your SEM campaigns, the steps to include image ads are very similar to text ads. Please note: Image ads can only be displayed on Google's Content Network, so it's recommended that you have separate campaigns for your image ads for complete control.

After setting up the appropriate campaign, you will need to simply choose New ad and then Image ad from the pull-down menu. A dialogue box will open, seen in the screnshot below.

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In Google's latest version, they've added a pretty interesting new feature. With the website you chose during your campaign setup, Google automatically crawls your website for design and content. Then, it produces suggested ads within minutes. Below is a screenshot of a quick scan of www.webucator.com. You can then edit those ads right within the interface.

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The ad sizes avalable to you are listed on the bottom right, along with accepted file types. Once you have an ad ready to go, you can simply insert your ad and choose the appropriate display and destination URL's. Once you hit Save ad, as long as the file size is correct, give Google a day to approve your ad, and then you'll have the chance to go live.

Two additional notes:

  1. When you make the settings to your campaign that has these image ads, make sure you choose the appropriate Display Network match type under Networks. The first option, Show ads on pages that match the broadest targeting method, will show your image ads on any website that Google feels would be a good fit (based on your campaign keywords). And the second option, Show ads only on pages that match all selected targeting methods, will only show your ads on websites that you have handpicked.
  2. If you decided to handpick the websites you want to display your ads on, check out the Placement Tool, available in the Tools pull down menu. Here, you will be able to go through which sites might be best for your marketing campaigns.

Controlling Your Ad Delivery in Google AdWords

Ad Scheduling and Ad Delivery

Using AdWords Reports available in Google Analytics, you can determine during which time period (hour of the day or day of the week) your particular ad(s) perform well. Once you have this insight you may want to schedule your ads to be delivered during these time periods. Here is how you can accomplish this in Google AdWords:

  1. Select the campaign for which you want to control the ad delivery and then click the Settings tab.
  2. Under the Ad schedule section, click the + ADD SCHEDULE option.
  3. Click the values listed in the Time Period column and you will be allowed to configure your ad delivery (see the following screen shot).
  4. You can configure different ad schedules for weekdays and weekends.
  5. Click Save to incorporate these changes into your campaign settings.

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In the above screen shot, you can also see that times can be adjusted based on a 12-hour or 24-hour timeframe.

Application of Ad Scheduling

Duration: 10 to 15 minutes.

Suppose you manage a small restaurant in mid-town Manhattan. In the morning, you run a campaign geared toward breakfast and during lunch time you run a campaign geared toward lunch. You would like to run the breakfast campaign only between 7AM till 11AM on weekdays and you would like to run the lunch campaign from 12:00PM to 4:00PM. Accomplish this setup using the Ad Scheduling feature in Google AdWords.

  1. Select the campaign (e.g., breakfast campaign) and then click the Settings tab.
  2. Under the Ad schedule section, click the + ADD SCHEDULE option.
  3. Click the values listed in the Time Period column and you will be allowed to configure your ad delivery (see the following screen shot).
  4. You can configure different ad schedules for weekdays and weekends.
  5. Click Save to incorporate these changes into your campaign settings.

Controlling Who Sees Your Ad

IP Exclusion Tool

It is important to filter internal traffic from your ad campaigns. Internal traffic generated by employees, consultants, and your own ad agency can inflate your impressions count which in turn can affect your CTR metric. Google AdWords provides an easy to use tool called IP Exclusion in order to filter out internal traffic. Here is how you can leverage it:

  1. Navigate to the desired Campaign tab within your Google AdWords account.
  2. Navigate and select Settings and then click the Exclusions tool listed on the bottom of the page.
  3. Note: IP exclusion works on the campaign level only.
  4. Provide a list of IP addresses or use RegEx to provide a range of IP addresses to filter.
  5. Click Exclude IP Addresses to conclude the process.

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Application IP Exclusion Tool

Duration: 10 to 15 minutes.

You have noticed "click fraud" on your AdWords account which is costing you money. Through some investigation you were able to find a list of IP addresses responsible for this click fraud. Filter these IP addresses from your AdWords account.

Solution:

You can only filter IP address on a campaign level. Go into each campaign that you would like to exlcude IP addresses for, and remove them following these steps.

  1. Navigate to the desired Campaign tab within your Google AdWords account.
  2. Naviaget and select Settings and then click the Exclusions tool listed on the bottom of the page.
  3. Note: IP exclusion works on the campaign level only.
  4. Provide a list of IP addresses or use RegEx to provide a range of IP addresses to filter.
  5. Click Exclude IP Addresses to conclude the process.

Ad Preview and Diagnostic Tool

The Ad Preview and Diagnostic tool allows you to preview your ads as they would appear on a regular Google Search Results Page (SERP) without generating extra impressions for your ad. This tool allows you to test your campaign without affecting your CTR metric. And it allows you to check the performance of all the keywords within an ad group instead of testing individual keywords.Here is how you can leverage this tool Here is how you leverage this tool:

  1. Navigate to the Tools tab within your Google AdWords account.
  2. Using the drop-down menu, click the Ad Preview and Diagnosis tool.
  3. In the keyword field, enter the search query for which you want to test your ad.
  4. In the Google Domain field, select the Google property on which you are running a particular campaign (e.g., Google.com or Google.ca).
  5. Select the Display Language.
  6. Under the Country field, provide your geo location preference by selecting a particular country name and by providing a particular region (states) in which you are advertising.

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In the above screen shot, you can see that Google is providing us with insight into which campaign and which ad group within that campaign was responsible for generating this ad. The pseudo SERP shows exactly where your ad would have shown on Google's property.

Leveraging the Ad Sitelinks in AdWords Ads

Ad Sitelinks allows you to showcase additional links (other than your destination URL) to make your ads more useful and relevant to an online searcher. Ad Sitelinks can display up to four additional destination URLs for users to choose from. Google uses its own discretion to decide when to show Ad Sitelinks for your text ads. Ad sitelinks are most likely to appear

  1. When your ad provides the best result for a search query (this is determined by Google).
  2. For top-ranked ads with high-quality scores.
  3. For unique brand terms.

Here is how you can configure Ad Sitelinks for your ads:

  1. Ad Sitelinks are campaign specific, so first navigate to a specific campaign in your AdWords account.
  2. Click the Ad Extensions tab.
  3. Use the drop-down menu that says View: Sitelinks Extensions.
  4. Enter up to 10 additional links that you want online searchers to see along with your ad.
  5. Click Save to incorporate these changes.

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