Cost Per Acquisition is a bidding method where you only pay for the ad click if the user has completed a goal or converted. Your conversions may be a website enquiry product purchase.
Before switching to CPA bidding, your account must have a certain amount of conversions within a specific timeframe.
Pay Per Click is the standard bidding method when starting out with AdWords. You may pay $4.00/click for a keyword that is highly searched to help increase your ad rank.
An average cost for an ad click is about $1.13, you can set daily budgets with enhanced bidding to let Google decide what’s the best price per click.
Click Through Rate is the number of clicks divided by impressions that your ad has made. Generic ads may see a 3% CTR while branded ads could be over 30%.
Quality Score is rating system out of 10 for each keyword, a keyword that has a quality score of 10 will appear higher in the results with less bidding than a keyword with high bidding and low QS.
The QS is determined by your ad content and landing page against the users search query. This is where optimising your website plays an important role – if you are ranking high for a keyword organically, chances are your QS will be very high.
Your ads will appear as ‘Eligible’ if they are readable and displaying on Google. Other statuses you might see are Paused (on hold) or Limited (rarely shown due to low budgets).
Campaigns contain the global settings for your advertising, this includes: bidding method, location, delivery schedule and network.
Ad groups are contained within the campaign, you should create a separate campaign for each country you advertise in.
Ad rank is the position where your ads appear in Google, having your ad higher generally allows more site extensions.
Ad groups are nested in the campaign and will contain sets of keywords and ads.
Ads belong to the ad groups and share ad group keywords. You have a limited space for text:
Ad extensions are not always visible, you set these within your campaign and if possible – Google will display them with your ad.
Sitelinks – display additional links to your website and content about the links.
Callout – show a number of short messages under your ads highlighting unique selling points (e.g. “Free Trial for 30 days”, “Money Back Guarantee”).
Structured snippet – list the different types or products you have for offer (e.g. for a hotel you could have Amenities: WiFi, Pool, Fitness center, Kitchenette).
Call – have your phone number appear in your ad, if the ad appears on mobile a button will appear to call you directly.
Message – create a template using a cellphone where people can text or message you and receive a template message back for information or follow up on a call.
Location – display your address in the ad so people can find you fast without searching through your website.
Affiliate location – similar to the location extension, display an address closest to the users location from searching.
Price – create panels highlighting your services or products along with the prices.
App – if you are advertising an app that is available for install, the app button will appear on mobile.
Review – have a snippet of a customers review, you need to highlight where the review came from.