SEM (Search Engine Marketing) is the process of gaining website traffic by purchasing ads on search engine.
Number of times your ad is displayed.
Number of clicks your ad receives.
Gathering keywords by researching target audience and then entering these keywords into a keyword research tool to see completion and traffic for each keyword. Semrush is a very good tool to do keyword research analysis.
Ad groups are a set of keywords, ads and bids which play an integral role in organizing an account.
Set of Ad groups that share a budget, location targeting and few other settings. It helps in organizing categories of products/services you offer
It is an online advertising service, developed by Google where advertisers pay to display brief advertising copy to web users.
Google Adwords Account structure
1 Account: 10000 Campaigns, 1 Campaign: 20000 Adgroups, 1 Ad group: 50 text ads, 1 Million Keywords in 1 Account.
CPC: Cost Per Click
It is a type of payment of ad. If you want to focus on clicks on your ads and drive traffic to your website, you will want to use CPC.
CPM: Cost Per Thousand Impressions
It is another type of payment of ad. It is usually used to increase brand awareness. But it is only available for display network campaigns (Visual banner ads) only.
CPA: Cost Per Acquisitions
It is also a type of ad payment. If you want to focus on conversions which is when people take a specific action on your website after clicking one of your ads, it would be advisable to use CPA bidding.
Quality Score is Google’s rating of the quality and relevance of both your keywords and PPC ads. It is used to determine your Cost Per Click and multiplied by your maximum CPC bid to determine your ad rank in the ad auction process. Quality score depends on: Your click through rate, Relevance of each keyword to adgroup, landing page quality and relevance and relevance of your ad text.
When you sign up for Google Adwords account, you would be seeing following main tabs:
It shows basic metrics like interactions, Impressions, Interaction rate, Average cost and conversion.
It is the tab to create new campaign, ad groups and subsequently ads.
Automated suggestions for your keyword researching process for SEM by adwords system.
To analyze the data with all the metrics to understand and evaluate your performance.
Next Plan of action:
Learn the basic definitions for the terms. Sign up for Google Adwords account. Start with a small budget to experiment and get hands on training in adwords. In coming articles, we would be discussing policies of adwords, creating ads and running a successful SEM campaign.