Focus Areas of Successful Google AdWords Management

The SEM industry has seen a fantastic improvement since the Google Certification Program became a mainstream requirement for agencies wanting to offer a high quality service to their clients. The training offered by Google themselves in both the online learning center and online masterclasses in cities across the globe.

Although Google AdWords contains thousands of unique capabilities and features which all contribute to the success of an advertiser, this article will explain in more detail how ad delivery method, and ad rotation are paramount in a campaign where a high ROI and simplicity is the aim of the advertiser.

Ad Delivery Methods This AdWords feature is responsible for determining whether you ads do or do not show for any given keyword at any point during the day.

Standard deliver uses your daily budget, max CPC and search volume estimations to determine the best way to ensure that you ads are always showing when your customers are searching for you. When using standard delivery, if you were to set your daily budget lower than the recommendation, this would likely result in your budget being totally exhausted before the day is though. This means that you miss out on impressions and clicks which may have converted.

Accelerated deliver works to serve your ads to internet users on the search and display network as soon as possible until your daily budget is exhausted. Google recommends this delivery method for business that would generate the best ROI from serving ads in the morning.

Display Ad Builder This feature is relatively new to Google AdWords. In the days when print advertising was more popular, businesses would call the local Newspaper and purchase advertising, only to realise the Newspaper does not provide any ad-copy or design services. The business then has to spend time and money finding and paying a designer to create the advert.

Google AdWords display ad builder puts the tools in place to ensure that the issues with print advertising do not carry over into online marketing. An advertiser can employ a Google AdWords management agency to look after and optimise their account. To keep everything in one place for their clients, agencies can now use customizable ad templates to create professional looking display ads.

Ad Rotation Consider using the 'optimize for clicks' ad rotation setting. This works to serve the ads in an ad group evenly until the highest performing ad becomes evident. Google defines a high performing ad as the one with the highest click-through-rate (CTR).

This is an automatic way to optimise your ad for clicks, then you just need to optimise your landing page for conversions.

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