What are basic FAQ you need to ask your Google Adword Management agency

FAQ

There are clicks from outside Australia showing on my Google Analytics. Am I paying for these in AdWords?

No. Google is able to determine the location of users when determining whether to list your advertisement to them or not.

The AdWords system uses a number of factors to determine someone’s general physical location and whether to show your ad. When possible, we determine general physical location based on someone's computer or mobile device location.

Can I have the same keywords for both my SEO campaign as PPC?

It really depends, as the competitiveness of keywords varies between SEO and PPC. You are free to bid on any PPC term but SEO campaigns are structured around competitiveness and traffic. Any SEO keyword can be used as part of a PPC campaign, but not all PPC keywords can be used as part of an SEO campaign.

Why was I charged more than my budget by Google?

Your bill will rarely be bigger than your budget in each cycle. However, if you have an outstanding balance from the last cycle, it may be added onto the bill.

Can I run advertising for two identical websites, from two different accounts, targeting the same keywords?

No. This goes against AdWords policy. Even when it comes to AdWords, Google wants to give users a good experience – this means a genuine variety of suggestions and ads. Google doesn’t want affiliate marketers trying to game the system using multiple accounts.

What is more important, having people land on a more general homepage, or a specific landing page with AdWords?

The most relevant page to the search term should be chosen. If the term warrants explanation, isolation and a dedicated page, then a landing page may be warranted. This would be the case in the event of a new product, new word or unique service. If it is a general term that describes the business as a whole, then a home page may be more suitable.

What should my budget for AdWords be?

Your budget should be based on your business goals. If you weigh up the number of new clients/customers you need to bring in to grow or maintain revenue, compared to your conversion rate, then work out how many click throughs you need per day to reach that goal – your budget should allow for that (remember to keep search volumes in mind) plus a small margin for safety.

The most important factor in deciding your budget is efficacy vs affordability. If you’re saving a lot by limiting your budget then you may not get the traffic levels you need. On the other hand, if you’re spending more than you can afford, your success won’t be sustainable.

Why can't I see my phone number being displayed in my Ads?

A minimum number of clicks is required before Ad Extensions activate.

Why aren't my ads displaying when I search for myself?

Multiple reasons:

1. Your daily budget has been spent
2. Your bid is too low for the ad to show on first page
3. Your credit card has been declined
4. The ad was disapproved
5. You are not in the location you are targeting
6. Ads are set to deliver during certain hours
7. You keep searching for your own ads

If you repeatedly search for your own ad using Google Search but never click it, you may stop seeing it. That's because Google's system detects the IP address of your computer, and stops showing you ads that it thinks you aren't interested in. Remember to use the Ad Preview and Diagnosis tool to view your ad as it appears in Google search results, instead of performing a regular search. It prevents you from racking up impressions while you try to locate your ad.

Can I track phone and email leads via AdWords traffic?

Yes, using Google Forwarding Numbers, mobile call buttons, and form fill tracking. Leads will be reported separately by source, so you can tell what’s working and what’s not.

Can I protect myself from click fraud? (Users purposely accruing a high cost on your account by clicking your ads repeatedly).

Yes, using IP blocks. You will need software that tracks IP addresses of website traffic. This can be implemented for a reasonable fee.

How often am I billed by Google?

Every 30 days, or when you reach your cost threshold – whichever comes first.

Can I display my ads on mobile devices?

Yes, you can display your ads on mobile devices with full browsers (high-end smartphones and tablets). Text, image, app promotion and HTML5 ads can be displayed on mobile devices.

Can I schedule my ads to only display during certain hours and days?

Yes, it’s relatively straightforward to set certain hours and/or days when you want your ad to show. By strategically selecting times when your product/service is most likely to be searched for, you can make the most of your AdWords spend. The exact times/days will depend on your industry, niche and location.

How specific of an area can I target for my AdWords campaign?

You can specify an area as small as a 1km radius around a GPS coordinate – for example, the location of your store or warehouse. Many businesses target a specific suburb or group of suburbs. You can target the whole country (or multiple countries) if you like. It’s all about knowing where your target audience is.

How much will it cost me each time someone clicks on my ad?

This will depend upon the area of business that you are in. With AdWords, a set of targeted keyword phrases are researched and selected. When these keywords are used in a search by a user they will trigger an ad to display. Bids are placed for ad positions. Bid prices can range from $0.05 to the top end of $100.00 per click. Bid prices for keywords for most businesses fall into a range from $0.50 to $5.00 per click, this will be determined by our research and which match types are selected. The bid price depends upon how high you wish to see your ads positioned and how much competition there is for the keyword phrases that have been selected.

What is the difference between actual cost-per-click and cost-per-click bids?

Actual cost-per-click, also known as ‘pay-per-click’, is the amount you have actually paid for the click on your ad and the CPC bid is the maximum amount you are willing to pay for a user to click your ad. Higher bids may increase the position of the ad and the likelihood that a user will click on it.

What is click-through rate (CTR)

Click-through rate, or CTR, is a metric used to measure the success of an online advertising campaign. It is presented as a percentage, calculated by: number of clicks that your ad receives divided by the number of times your ad is shown (called impressions). The benchmark percentage for CTR that Google identifies is 1-2% (for search advertising).

What are impressions?

Impressions are how often your ads are displayed on the Google Network.

What is ad position?

Ad position refers to the order in which your ad appears in relation to your competitor’s ads. On desktop computers and laptops, there are three top positions. On mobile devices, there are two top positions.

What Is CPA?

Cost-per-acquisition – also referred to as CPA, cost-per-conversion and cost-per-lead – is the metric used to determine your costs per lead/sale/enquiry from your advertising. This is a key metric in determining your return on investment. The formula to work this out is below:

What are AdGroups, keywords and ads?

The above image is an example of a proper Google AdWords campaign structure as recommended by Google. https://support.google.com/adwords/answer/2375470?hl=en-AU

• AdGroups – contain relevant keywords and ads specific to a product or service.
• Ads – the ads are the text or image ads that appear on the Google search engine.
• Keywords – are the terms or phrases that “trigger” your ad to appear.

ADVERTISING SPEND CONVERSIONS

What are negative keywords?

When you add terms as negative keywords, your ad won't show to people searching for those terms or visiting sites that contain them. For example, if you sell “reading glasses”, you would include “drinking” and “wine” as negative keywords, as this user is unlikely looking for the type of glasses you sell.

What are conversions?

A conversion is a desired action that a user has performed on your website or through your ad – a form fill, a phone call or a newsletter subscription, for example. These are tracked with the implementation of a tracking tag on the website.

Can I advertise my product/service on Google?

A list of prohibited products and services can be found in the Google AdWords advertising policy. https://support.google.com/adwordspolicy/answer/6008942?hl=en-AU&ref_topic=1626336#con

Can Google send me an invoice for my advertising charges?

Whilst an invoice cannot be sent straight from Google for the charges accrued, one can be downloaded for the previous month during the first week of the current month. Your account manager will be able to facilitate this for you.

What is broad match?

Your ads automatically run on relevant variations of your keywords, even if these terms aren't in your keyword lists.

What is phrase match?

You can show your ad to customers who are searching for your exact keyword and close variants of your exact keyword, with additional words before or after.

What is exact match?

You can show your ad to customers who are searching for your exact keyword, or close variants of your exact keyword, exclusively.

What is broad match modifier?

You can add a modifier to your broad match keywords to specify that certain words must be included in someone's search term to trigger your ads.

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