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Lesson 1a: Introduction to AdWords • Quiz
Basic AdWords Features
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Objective: Learn some basic AdWords terminology. Understand the benefits of the Google Network, language and location targeting, and placement targeting.
Using Google AdWords for the first time may introduce you to some new terminology. Here are a few of
the most commonly used AdWords terms. Cost-per-click (CPC): Under its cost-per-click (CPC) pricing model, AdWords charges you for each click your ads receive. You won't incur any costs if your ad is displayed for a search query and
users don't click it. Quality Score: Quality Score is the basis for measuring the quality of your keyword and ad and
determining your cost-per-clicks (CPCs). Quality Score is determined by your keyword's clickthrough rate (CTR), relevance of
your ad text, historical keyword performance, and other relevancy factors. The higher your Quality Score, the
lower the price you'll pay per click. First page bid estimates: You can find a first page bid estimate for each of your keywords on the Keyword Analysis page. This metric estimates the cost-per-click (CPC) bid needed for your ad to reach the first page of Google search results when the search query exactly matches your keyword. The first page bid estimate is based on the Quality Score and current advertiser competition for that keyword.
Clickthrough Rate (CTR): Your clickthrough rate (CTR) is a metric that helps show how your ads
are performing. The more relevant your ads are, the more often users will click on them, resulting in a higher
CTR. The system calculates your CTR as follows: Number of ad clicks/number of impressions x 100. To learn about more common terms, visit our full Glossary.
With Google AdWords, your ads are eligible to appear on the Google Network — comprising thousands of high-quality search and content sites and products across the web — in addition to Google search results pages. Electing to show your ads on the Google Network can greatly expand your marketing presence to customers you might not have reached on Google alone. The Google Network is divided into the Google search network and the Google content network. Advertisers can choose to show their ads on either or both of these networks. To learn more about the Google Network, see the Search and Content Targeting lesson.
A significant benefit of AdWords is the ability to target your ads to almost any language and location worldwide. For example, you can target your ads to Spanish speakers in California or to Portuguese speakers in Brazil. This language and location targeting functionality lets you tailor your ads and promotions to increase your business's appeal to a variety of audiences.
AdWords offers two ways to target ads:
Keyword targeting is Google's traditional advertising model, whereby advertisers select keywords that can trigger their ads to appear on Google search pages and on the Google content network. (Unless specified, most of the content in the Learning Center focuses on keyword-targeted advertising.)
Placement targeting lets advertisers choose individual sites in the Google content network where they'd like their ads to appear. A placement can be an entire website, or it can be a subset of pages or ad units on a site, as defined by site's publisher. For example, a news site might offer you the chance to place your ads across its entire site, only on its front page, or just in ad units on the upper half of its sports pages.
Placement targeting gives advertisers even greater flexibility to control exactly where their ads show. Keywords and placements are both available in AdWords campaigns. You can target keywords only, placements only, or both keywords and placements to reach the audience you most want for your ads.
To learn more, visit the Placement targeting lesson. |
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