Google Adwords is often the best choice for overseas marketing. Today, Ring New focuses on the delivery of search web ads in Google Adwords. Teach you how to spend every penny worth it

First, the issue of opening an account

Google Adwords has two ways to open an account, one is for an individual to open a direct account, and the other is to find an agent.

There is no difference between the two ways to open an account, just to find an agent to open an account price will be slightly higher, but usually agents will teach you some operating skills, so that you take fewer detours, and account problems will help you deal with in a timely manner. If an individual opens an account, all the problems will have to be on his own, and if he or she is experienced in the operation, he or she will be able to do so.

Second, the basic knowledge:

1, Chinese interface:

English interface:

For interface language, you can click Settings- Preferences to set it up. 】

2, account structure:

Ad Accounts - Campaigns - Ad Groups - Ads and Keywords

An ad account can set up multiple campaigns, each campaign can set up multiple ad groups, and each ad group can set up multiple specific ads and keywords.

3, binding Google Analytics

If the site has successfully installed the GA code, then:

First, set Auto-tagging to YES in Google Adwords (No by default)

Then, go to google Analytics and click "ADMIN" (Management) on the left - "Adwords Linking"

Just press the prompt.

Finally, we're in the "Traffic Acquisition" section of Google Analytics:

You can see Google Adwords' specific traffic analysis, including clicks per campaign and ad group, number of users, bounce rates, conversions, and more, and even analysis of each search term, as shown below:

Which words bring the conversion is better, which words jump out rate is low, which words less click-through cost, at a glance, can help us better adjust the optimization of advertising.

4, set up the conversion tracking of ads

First, go to Google Adwords and click "Conversions" in the settings at the top right

Click on the blue symbol plus to set the specific operation of the conversion

First of all, choose the type you want you to track, our foreign trade company generally choose is "Website", that is, tracking some of the user's actions on the site

And then:

Give this conversion operation a name, such as "Submit form" and "Click Add to cart";

Select the type of conversion operation, such as Purchase/Sale, Sign-up, etc.

Set the value for each conversion (based on different prices), if we are not online sales, but to guide customers to inquire, you can not use conversion value, that is, Value set to "Don't use a value";

Set up how conversions are calculated. If you select Every Count, multiple actions by the same user on a conversion are counted, and if One count is selected, multiple actions on a conversion by the same user are recorded only once. To avoid duplication, Ring New recommends that you set Count to One.

Then set "Conversion window" (the time range that tracks conversions) according to the actual situation, "view-through conversion." window (how long does it take to track a browse conversion after an ad appears), "in Include." Conversion (whether to add this conversion set to Adwords' total content) and "Attribution model."

Then, click "Creat and Continue."

Finally, install the conversion code correctly on the website. There are three options. Ring new commonly used is the third. After installing the code, click Done on ok.

Third, the type of advertising and the delivery process is explained in detail

Google Adwords can run five types of ads: Search, Display, Shopping, Video, and Universal apps.

Search ads: An ad that appears when someone searches for certain keywords, and when a user searches for certain keywords, the text ad appears in the user's search results (you can set up a Google search engine only or include Google partners).
How it works is to match the keywords set by your ad based on the words or phrases you're searching for, and a matching, high-quality ad may appear in the user's search results. If you sell truck, for example, you can Add "purchase truck" as a keyword in your AdWords campaign. When a user enters "purchase" in Google Search "When you truck, your ad may appear on the search results page.

In addition, when you set up search ads, you can choose to add display ads at the same time to expand your reach.

Display ads: Display ads to specific groups or websites targeted by advertisers, making them appear on a wide range of websites, mobile apps, and video content. (The Google Display Network contains 2 million websites covering more than 90 percent of the world's Internet users.) Display ads can set up adaptive ads, image ads, interactive ads, Gmail ads, and more.

Runners can target display ads by specific audiences, such as people who have visited the site, people who have added products to their shopping carts but have not placed an order, people who may be interested in buying a particular product, people with a clear demographic (such as young moms), and so on.
Runners can target content to make ads appear on pages or websites with specific categories of content. For example, advertising advertisers who sell yoga socks can target ads for display on yoga blogs.

Shopping ads: Ads that include product photos, names, prices, store names, and more appear in users' search results. Here's the picture:

Unlike previous ads, this ad will need to be created by the advertiser to set up a Google Merchant Center account and compare it to Google AdWords account binding. The official steps are as follows: https://support.google.com/merchants/answer/2660968.

Video ads: Ads that show videos on YouTube or across the Google Display Network. There are three types of video ads: TrueView in-stream ads, TrueView video discovery ads, and Bumper ads.

TrueView in-stream ads: Plug-and-play ads, available on other YouTubes Before, during, or after a video is played, it can also be run on websites, games, or apps across the Display Network, or on YouTube embedded in other sites Launched in video. And after 5 seconds of video playback, viewers can choose to skip the ad.

TrueView video discovery ads: This type of ad is limited to Youtube. When a user clicks on a thumbnail of an ad, the ad video plays on YouTube or the channel's Home page. Because the appearance of this ad depends on the size and ad format supported by the specific video, it will look different.
Bumper ads: Is a short video ad format that can be used to attract customers and increase brand awareness. These ads are 6 seconds or less long, and viewers can't choose to skip ads. Details of the official launch process: https://support.google.com/adwords/answer/2375497

App ads: These ads are mainly used to promote apps and attract users to download and use them. Unlike other ads, this ad doesn't require the runner to set specific ads, just provide text, set a starting bid and budget, target language and location, and then test different ad combinations to choose the ads that work best and run frequently. Where your app ads appear include: Google Search, Google Play, YouTube and Google Display network. Official launch process: https://support.google.com/adwords/answer/6291545.

Since our foreign trade companies often use search ads, so next, we explain in detail the search ads delivery process:

Go to Google Adwords:

1, set up campaigns

Click Add Campaigns - Select Search campaign type - Target your campaign - add sites, and then click CONTINUE.

Next, set your campaign's name, location, target language, daily budget, due date, campaign-level sitelinks, campaigns, phone messages, and more.

2, set up advertising groups

As shown in the image above, select the ad group type (standard or dynamic) in turn, set the ad group name, and add the keywords that trigger the ad. Then click Save and continue.

For the type of matching keywords, ring new emphasis:

There are several types of keywords that match:

(1) Broad match: that is, keywords without any symbols, such as purchase truck.

For broadly matched keywords, an ad can be triggered when a user's search term contains misspelled forms, synonyms, related search terms, or other related variants of a keyword. In this case, the user searches How to purchase truck, purchase truck website, purchase cheap When you truck, ads can be triggered.

(2) Phrase match: a keyword placed in double quotes, such as "purchase truck".

For phrase-matching keywords, an ad can be triggered when a user uses a search term that matches the phrase, or if the phrase is a tight variant, or if other words are added to the front or back of the phrase. However, if other words are inserted between phrases, or if the order of words in the phrase is different, the ads do not appear. In this example, search purchase truck online, where to purchase truck in China, ads will appear, but search Purchase high quality truck, truck purchase, ads will not show.

(3) Exact match: that is, the key words placed in square brackets, such as "purchase truck".

For exactly matched keywords, an ad is likely to trigger a display only if the user's search term exactly matches the keyword, or if the search term is a tight variant of the keyword (e.g., keywords that simply add or remove prepositions, verbs, etc.) that do not affect the search intent.
For this example, the search terms truck purchase, purchase a truck, and truck for purchase can all trigger the display of an ad.

(4) Use keywords that broadly match the modifier (note that there are no spaces between the words. )

Broad match for modifiers modifier) is the plus sign plus, which is used to modify a wide range of matching keywords. Ads can trigger impressions when the search is an approximate variant of such keywords (without synonyms) or a combination of any order. For example, for keywords The purchase and the truck. When the user searches for truck purchase, purchase cheap trucks, trucks When purchasing, the ad can trigger a display, search for the synonym buy truck, and the ad won't show.
(It can have more control over broadly matched keywords, and it is freer and more flexible than phrase-matching keywords.) )

(5) Negative Match

A negative match is a keyword that you don't want it to trigger an ad. For example, you're a hat company, but if you don't sell baseball hats, you can make "-baseball." hats" is added to an ad group or campaign as a negative match keyword when a user searches for baseball hats, your ad will not be triggered to show. For example, if you export a truck but you don't want to sell cheap, and you want to get rid of the word cheap, you can use cheap as a negative keyword and set it to a broad match, and your ad won't be displayed when users search for any truck-related words with cheap.

Attention:
1) Most advertisers find it appropriate to use 5 to 20 keywords per ad group.
2) Keywords are case insensetic, which means they don't take capital or lowercase letters into account when they match.
3) Symbols have a special meaning in AdWords, so keywords cannot contain any non-standard characters, such as: ! @%,*
4) The matching type of these words can be changed at any time

3, set up ads

A. First, fill in the final URL with the correct ad landing page URL, i.e. click on the ad to jump to your page.

B, then fill in path text in ThePath1 and Path 2 sections of Display path. Note that here's the path Text is primarily a product or service that details an ad landing page, with the aim of enough to give users a clear understanding of the main content of the target page before clicking on the ad. For example, if you're aaa.com, a shoe-selling website, and you want to advertise outdoor men's shoes, you can set it up at www.aaa.com/Mens_Shoes/Outdoor.

C, next, fill in specific ads at Heading 1, Heading 2, and Scription.

Notes for filling in the ad language:

1) Pay attention to the limit of word count, accurately describe the landing page of the product or service
2) No other brand words appear, no exclamation marks are used
3) Use specialized language, so that users have a sense of trust.
4) Study the user's psychology, stand from the user's point of view, tell them interested or useful information
5) Advertising can appear discounts, offers and other information, there are numbers as far as possible with digital expression;
6) Put the service case and authority certificate on it, highlighting their experience and authority, as well as trustworthy.
7) Proper use of call-to-action language
8) The most important point: In order to improve the quality score and relevance of ads, advertising language and ad landing page should include as many keywords as possible advertising settings!

D, add additional information for ads:

You can expand your ads with ad extensions to give people more reasons to choose you and increase click-through rates. The format of the additional information includes call buttons, location information, links to specific parts of the site, additional text, and more. You can add usage according to the actual situation.

Note: When you choose to add a sitelink, you'll be asked to choose the level, which is to set whether the sitelink is an account level, a campaign level, or an ad group level. For account-level extensions, all ads under the account are effective, for campaign-level, only ads for all ad groups under that campaign, and for ad groups, only ads for that particular ad group are effective.
In addition, because the user's search device is different, the display of the add-on link will vary, and the add-on link that may appear on the computer side will not appear on the phone side. 】

E. It is recommended that each ad group set up at least three different ads and select "Optimize: Choose better-performing ads" from the ad rotation settings

F. When you set up a new ad setting, Google Adwords needs to review it, and when approved, the ad status changes from "Under Review" to "Approved."

4to optimize your ads

After your ads run, you need to monitor and optimize your adjustments in real time.

Keyword optimization: Click "SEARCH TERMS" to see the search terms used by users to click on ads, for inaccurate words can be added to negative keywords, or adjust the type of matching of existing keywords;

For keywords with a low Quality Score, you can improve relevance by adjusting your ad language and ad landing page.

For the high bounce rate, the page stay time is short keywords, basically the word does not correspond to the user's expectations of the content, you can choose to pause or delete. Wait a minute.

Optimization of ad language: See which ads in this ad group have high exposure, click-through, and conversion rates, so that ads are basically successful. Other ads can be optimized based on their success points. Of course, it can also be optimized according to the Recommendations given by Google Adwords itself.

Ad landing page optimization: If the words are accurate, ad click-through rate is good, but conversion is not high, and GA gives the ad bounce rate and stay time data is not ideal, it is likely that the landing page out of the problem. Can seize the user pain point for in-depth optimization, can take the essence of the competitor's landing page, can do some AB testing, etc., is to make the landing page and advertising more relevant, more in line with the user's psychological expectations.