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Question:
I want to block the search term "South Africa" but not any search term that has more then South Africa .. example South Africa Information/products/trips/flights or anything like that.. I just don't want me ad to be shown if the user is just searching for "south africa" but all my keywords contain the words South Africa If i add "South Africa" as a negative exact, will it block South Africa Products for example? Answer: Negative exact will only block [South Africa] and nothing else. Negative phrase will block other terms containing "South Africa". So if you want to block the term [South Africa] and only that term or Search query then add it as a negative exact. When setting up a new campaign, or reviewing your performance data it’s important to consider how to bid. Whether is manual, automatic, or using one of the many flexible bidding strategies, you should understand how they work, and the impact they’ll have on your performance, and the time it will take to monitor and maintain your campaigns. You can locate your Campaign Level bidding options in the Settings tab of your Campaign. First, the basic options:
 Now the intermediate level... Conversion Tracking and Bidding If you are using Conversion Tracking in your AdWords Account, you can use that conversion data to enable Enhanced CPC or Conversion Optimizer. When turned on, Enhanced cost-per-click (ECPC) will raises your bid for clicks that seem more likely to lead to a sale or conversion on your website. That helps you get more valueable clicks. ECPC does a lot of work for you. It will look for ad auctions that are more likely to lead to sales for you (based on keywords that have converted in the past), and then raises your max CPC bid up to 30 percent to compete harder for those clicks. To read more about ECPC and its best practices, check out our Help Center here. The goal of Conversion Optimizer is to get you the most conversions given your cost-per-acquisition (CPA) goals. Rather than focusing on clicks (CPC) or impressions (CPM), Conversion Optimizer focuses on maximizing conversions. To read more about Conversion Optimizer and tips to follow if you want to implement it, check out our Help Center here. So what’s the difference between ECPC and Conversion Optimizer? Both ECPC and Conversion Optimizer work to get you more conversions. The key difference: ECPC works with the max CPC bid you set, never going more than 30 percent over it. Conversion Optimizer needs no max CPC, though it does require a CPA bid. Conversion Optimizer gives you the very best chance to improve your results, but ECPC provides a level of control and comfort that some people prefer. And Advanced - Flexible Bidding Strategies! As you may have noticed, these bidding settings are at the camapaign level. If you want to apply a different bidding strategy to specific keywords across multiple adgroups, or one adgroup in a larger campaign, Flexible bid strategies are for you! Flexible bid strategies let you apply multiple bidding strategies within a single campaign or across campaigns. This provides you the freedom to choose the appropriate bid strategy without being constrained by account structure.  Launching a new AdWords campaign requires a lot of planning, since selecting the correct campaign settings is crucial to achieving your campaign goals. This article will give you an overview of some of the most important campaign settings that you should check and adjust before activating your new campaign. The Basics Campaign Structure
Campaign Type You should select a campaign type that is suitable for your marketing goals. The default campaign type is "Search Network with Display Select" with a "Standard" sub type. The Search Network with Display Select campaign type is a good option for beginner advertisers, as this campaign type will help you to target both the Search and Display networks. But as Search network campaigns and Display network campaigns often need different strategies and optimization techniques, you may want to create a separate campaign for each network: one campaign targeting the Search network and another targeting the Display network. Another setting you should consider is the campaign sub type. The default "Standard" campaign sub type will give you very limited functionality. Selecting the "All Features" campaign sub type will help you access more tools and options to optimize your campaigns, which will tremendously help you increase your campaign profitability in the long run. Location targeting Double check the location that you are targeting before launching your campaigns. You should select the specific geographic location where you want to run your ads. You can target a country, areas within a country (state, city, or province), or a specific radius around a location based on the available targeting options in your country. Advanced Location Targeting This setting is somewhat hidden in the settings tab, and this setting will be only available in "All Features" campaigns. You can find the advanced location options under "locations" in your campaign's Settings tab:  The default setting is to target "people in, searching for, or who show interest in my targeted location." With this setting, you'll be able to reach people who are likely to be physically located in your targeted areas, as well as those who show interest in your targeted geographic areas (who may be outside your targeted locations). If you want to limit your ads to exclusively within your targeted location, then you should select the second option, "People in my targeted location." You can read about all the options here. Advanced Settings Schedule – Start Date, End Date & Ad Scheduling You can specify a start date and end date for your campaign (You need to set your campaign to "All Features" to access this setting). This is useful if you want to start your campaign at a later date or you want to end the campaign on a specific date (for example, when a promotion or offer ends).  Ad scheduling Based on your or your client’s business requirement you can decide when you want to run your ads. You can specify certain hours and/or days of the week when you want your ads to show. You can schedule to run your ads only on specific days or only on specific business hours in a day. You can also ad schedule certain ad extensions like call extensions. You can schedule call extensions to show only during your business hours. Ad Delivery This is another hidden option in the Settings tab. Earlier we discussed the importance of using multiple ads in each ad group. When you have multiple ads in an ad group, the Ad Rotation Setting will decide which ad is displayed, as well as the frequency with which a particular ad is displayed. The default setting is "Optimize for clicks." This setting will give preference to ads that are expected to attract more clicks than other ads in the ad group, based on clickthrough rate (CTR). Google will try to show these ads more often than other ads in your ad group to help you gain more clicks. When you are testing new ads in your new campaign, you should give equal preference to all active ads in your ad group. To achieve this you should select either the "Rotate Evenly" or "Rotate Indefinitely" option under Ad Rotation Settings. Bids Automatic bidding may look like a tempting option, but manual CPC bidding will give you more control over your spend. And be aware that enabling Enhanced CPC can increase your max CPC bid by up to 30% when optimizing for conversions. Ad Extensions Ad extensions show extra information about your business on your ads, improving your visibility. When two competing ads have the same bid and quality, the ad with the greater expected impact from extensions will generally appear in a higher ad position than the other. Ad extensions are also an excellent way to improve ad clickthrough rates. So use all the relevant ad extensions with you ad.  These extensions in particular can be used with almost any type of businesses:
Tracking Codes & Linking AdWords and Analytics Accounts Conversion Tracking: Accurately measuring your campaign performance is important for your success. Use AdWords conversion tracking to see how effectively your ad clicks lead to valuable customer activity, such as website purchases, phone calls, app downloads, or newsletter sign-ups. You need to add the conversion tracking code to your "Thank You" page or payment/order confirmation page to track conversions. Double check the conversion tracking code implementation before starting the campaign. The code should be placed only on the correct pages; otherwise the tracking will not be accurate. For example, if you place the conversion tracking code on your landing page, then every visit to your landing page from the ads will be tracked as conversions. Remarketing codes: Remarketing is a powerful way to target past website visitors. Add the remarketing code to your site before you launch the campaign and create custom remarketing lists as per your needs. Google Analytics: Link your AdWords and Google Analytics accounts, and create goals and funnels in Analytics. Later you can use Google Analytics data to optimize your campaigns. Check the Conversion Process Before enabling your new campaign, check the entire conversion process again. If your campaign goal is lead generation, complete a test conversion by filling out the form. Make sure all the form fields are working and the "Thank You" page is loading correctly after the form submission. And most importantly, make sure you or your client is getting the lead into the inbox! Question:
If I have an ad group containing one text ad and one image ad - can both ads show at the same time on a site if the "display site" has both text and image ads? If not, perhaps I can make this happen by separating the text ad and the image ad into separate adgroups (with same keywords)? Answer: The answer is "no" for both ideas, I'm afraid. For any given keyword (Search) or site (Display) only one of your ads will trigger at any time, Google has very strict policies against even attempting to do this - known as "double serving" - see below: http://support.google.com/adwordspolicy/bin/answer.py?hl=en&answer=14179 |