Getting started with Adwords
You want to run your ads with Google the first thing to do is to create an account with Gmail or have an existing Google account. Once you have those ready go here https://ads.google.com/
Recommendations for Ad types
Content niche advertising formats come in all types, shapes and sizes. The right format for your ad type can be discovered through Googles’s recommender system. Today we have algorithms that make our lives easier. See what is recommended for your type of ad prior to creating a custom ad for your campaign. Custom ads enforce more restrictions to help optimize your spending budget. Also ensuring that the content your advertising will be placed to the right audience. Specific keywords on your content based on your “ad title” and “ad description” tell Google what niche you are working on. Remember there are other competitors that might already have placed similar ads on Google in the same industry as you. It might be very helpful for beginners to start with the recommendations.
Ad formats and other types
When you start working on your perfect ad format. You have to think about the layout and concept you are using. Video ads are perfect for rich media sites such as Googles YouTube and other 3rd party media-rich websites.
Looking for the right format all formats you have to look out for is that your advert will be shown to real people. If your ad is a type of “Display ad” then publishers that opted-in with Adsense with Google will have your ads displayed on their websites. Again your advert will only be placed on relevant websites or to users who have similar interests.
Creating different type of format for the same campaign you should work towards having the same type of ad in different formats to show it to multiple platforms. Your ad should be clear meet the standards of Google Adwords, some ads will be displayed as banners on YouTube while the audience is watching their favourite YouTube channel.
Ad constraints on campaigns
Measuring the performance of your ad campaigns is relatively simple Google’s dashboard has all the features called “Insights” which can be found on your Adwords campaign dashboard for a particular ad unit.
Tracking site traffic through pixels every pixel display unique data for impressions on your ad performance. Use analytics to study the actions users take when visiting your website. Google Analytics has all the right utilities that will help your run experiments on your website traffic through A/B testing.
Analyse your results with an ML Model get an expert in machine learning and use the data you get from Analytics to a CSV format and import that data to data science tools and perform classification or regression type research on your ad data. This will predict the right settings, configurations and guide to help you improve your ad unit over time.
Segmentations for your advertisements
Clustering your audience your customers may reside in different places. And they reside in those areas because of their lifestyle requirements, jobs, business-related needs. Others just for the sake of saving money or other reasons such as being closer to school, church or transportation services.
Study behaviours learning everything about your customer spending habits will help you design good ads that will not work against your spending budget.
Focus on intent every website visitor has different intent this is why it’s very important to analyse behaviour and actions every user takes. You should be having tests run on your website to ensure your landing pages are all in order before running ads.
CTR and Landing pages must be relevant imaging you see an ad on a particular blog of interest, then you see an ad about optimizing your landing pages to help you simplify your lead forms. That website obviously has some form of CTA (call to action) like a button you should click, then everything you saw was a good ad placement saying “sign up” after clicking that, you find out that the website has no landing page and filled with gigantic menus so complex that navigation is difficult. In this case, users might click away or simply leave your website this increases what you call bounce rate. A bounce rate is affected by 404 site not found pages and users spending less than 1 minute on your websites simply increasing hits but with very little engagement with your content.
Irrelevant content not matching the ad placement your ad should give a sneak preview of what you will find when you follow through by clicking any CTA’s on the ad. Any misleading ads will cost you ad budget and increase technical debt.