Extra Daf
There is a fourth type of keyword that you can add to your account that is not really a keyword at all. Negative match keywords do not trigger ads; rather, they prevent your ads from showing when a certain term is part of the search query. One of the most common negative keywords used is "free." If you sell a product like books, you most likely do not want your ad to appear when a user searches for "free books online" or "free books." Using the negative keyword "free" prevents your ad from showing when "free books online" or "free books" is entered into a search engine.
Negative keywords can also be used with phrase and exact type keywords to prevent ads from showing for more specific terms. Google calls this embedded match and it is a more advanced form of keyword matching. If an advertiser sells Harry Potter books but does not want to show for the term "Harry Potter," it can be added as an embedded match. If an advertiser does this, the ads trigger for the term "Harry Potter books" but not the term "Harry Potter."
|
+++/ >\ |
> |
for more ebooks | |||||
|
Set Bidding Strategies 1 |
A- | ||||||
|
\ J |
\+) | ||||||
Setting bid strategies enables you to maximize your exposure on PPC search engines such as Google and Yahoo. For example, when you set a maximum bid in the AdWords platform, you are telling Google how much you are willing to pay for a click on a specific keyword. You are not setting the amount you automatically pay for each click. Based on what other advertisers are bidding for the same keyword, you may be charged less for each click; the only guarantee is that you will never be charged more than the limit you set. Your maximum bid is the main factor in determining how high your ad will be shown in the sponsored search results. If you bid higher than other advertisers for the same term, your ad will most likely appear in the top three positions. If you bid too low, you may not even show on the first page of results, or sometimes your ad will not appear at all. If your max bid is too low for your keyword to be shown at all, the keyword is considered inactive for search. Note that just because you are willing to pay more than other advertisers for a particular keyword does not guarantee you will rank in the top few positions for that keyword. Instead, Google takes into consideration other factors, such as the quality and relevancy of your ad text compared to the keyword, as well as the quality and relevance of your landing page. Bids are something you must monitor on a daily basis. Your competitors will try to edge your ads out of positioning on a regular basis and you need to be aware of what is happening on the results pages in order to maintain your desired position. In addition, you will want to experiment often by bidding differently based on match type, geographic location, and other factors to maximize your return-on-investment.
Set Bidding Strategies
1 Navigate to http://adwords. google.com and sign in to your AdWords account.
2 Click a campaign.
3 Click the ad group within which you want to edit bids.
u' 'iif [G Gentle AdWeidu Cjmpnun * Cjmpiiqn ijt - □ - M -«»•»•• 3 r««-
AdWord* U
n I 2 Now Fi'fltm«! I hull! I CQflUtt Us I Sign Out Customer ID 58/-2/1-/9S8
lis Analytics My Acc
Campaign ManngiJiimiU
itoSUCi^fflllHlbrt I Compapgti Summary | Ifioil I Cft Ad Crertwn Wmtripl«^ I AuAo Ad L.lirWy
Ciinipugii StiJnrury > Cjunpnlgn
Campaign; Campaign #1 I l Heiuirw amwan | Mm eairpaifln
Campaign duty budg.fi HOC 00 | E
Ho camoaign negatr* keywords A£j I No excluiifd test ¿¿¡J
+ Ciiali ihw ad flfDi-i Vnw all ad jjrfrjpi
1 -lofl AdGioupr.
Campaign duty budg.fi HOC 00 | E
Ho camoaign negatr* keywords A£j I No excluiifd test ¿¿¡J
+ Ciiali ihw ad flfDi-i Vnw all ad jjrfrjpi
1 -lofl AdGioupr.
|
I ™ | ||||||
|
[ P«u1* rife/** ; - r ft ! | ||||||
|
Ad Group Hum |
Default Did |
Clicks |
mpr. CTR |
Avg. CPC Casl |
Avg. Pos | |
|
-H rtrtflmmift |
Campaign Paused |
50 76 |
0 |
0 | ||
|
Total |
0 |
0 |
4 Click to select the keywords on which you want to edit bids.
5 Click the Edit Keyword Settings button.
Goosle
AdWorda Vj ihdD.ann i 2 New Fvafwus! I Hdp I C.Ortliitl Us I Sign Out Customer ID. 587-2/1-/968
Goosle
AdWorda Vj ihdD.ann i 2 New Fvafwus! I Hdp I C.Ortliitl Us I Sign Out Customer ID. 587-2/1-/968
|
Campaign ManngiJiimiU ftccwni SnaaalKl 1 Cwpiljn Summary 1 Isiiik 1 CWlOTffltt TfisK'ng Uttda Quintal |
Search my c ampj^nu | | |
|
AtJ CtijOn. MnhvlviKf : A.uto AtfLibruy | ||
|
Campaign Summary > CdmooigrLli > Ad Group ft |
1 Of 1 nd genups |
Ad Group: Ad Group #1
mat test headline r-»mi dBienption (<ie one
Ad Group: Ad Group #1
mat test headline r-»mi dBienption (<ie one www pjseateh com
Explore the labs lo wew details and ine-tune your account. ICtosel www pjseateh com
Explore the labs lo wew details and ine-tune your account. ICtosel
|
Summary Kiiyimih Ad Variations | |||
|
Ocl IS, 700T » C'l.ir ji,' njngu | |||
|
+ Add fceywxds Quick add | Got Mwo Jteywwds C<fli Key |
SBMgBfejKShiJlLlilt |
fiUlBfflgtJHhUEHf | |
|
| ■"■«UK I : tiftHUK I ' 0**» tWMywM Sffif.» ^ |
1-3 ert 3 kaywottft. | ||
|
□ (SmwBid Ssato«^ |
ClffiJWL.fe) |
CliSka' to». CIB |
&gj3££ Cast An.pgi |
|
WixCfC | |||
|
»- j plippuijam fcf.i Attn* |
SO 75 |
0 0 | |
|
\j jwpperjam search ¡££; AcIto |
w.rs |
0 0 | |
6 Set the maximum bid for each keyword.
7 Click Save Changes.
Ad Wed i O
I litis I C CtijlbittrO SS7P71 7583
Ad Wed i O
I litis I C CtijlbittrO SS7P71 7583
|
Campaign Management |
My Account |
|
Account snap»*« Campaign Summary i IwSs Cmnmiwi li | |
|
Ait Creation Mark«{*ace Au<V> Ad Lifrarv | |
|
Camoamn Summary > Camnaan»! > Ad.fofluntl > fd it Keyword Settings | |
Edit Keyword Settings
TIvS optional tuaturp hulps you track indmftjul koywwdv and ttatl cpsls Vou may entor lor any koywcxd f-wMs loll blank mil take the deiault ad gimp CFC ol URL to entoi On on at onco. Uy ih0 Bfl Ktvirrt* IBISES W
CPC Mu or ^eulinutKin URL-« o) keywords, URLs, and bids
Edit Keyword Settings
TIvS optional tuaturp hulps you track indmftjul koywwdv and ttatl cpsls Vou may entor lor any koywcxd f-wMs loll blank mil take the deiault ad gimp CFC ol URL to entoi On on at onco. Uy ih0 Bfl Ktvirrt* IBISES W
Lietault Wd:s D75 MaxCPC^
CPC Mu or ^eulinutKin URL-« o) keywords, URLs, and bids
Lietault Wd:s D75 MaxCPC^
|
•nndbrwadt * |
SMCMH4H | Cane* |
|
Keyword Status Search Rid fhwtination URL 6 pcppcrjam V J ' ^ '' 2 - |
Clicks Irnpr. CTR Avg. Coal Avg CPC Pas |
|
2} o o | |
|
pflpperjam search Actr* $ & ficpn • |
—^ 0 0 |
|
^^s»rt Chanoei [ Cancel | | |
■u & |iG! Cookie MA'stdc Ad treup-AdlCrowf»!
Check that the changes you made to the keywords were accepted.
■u & |iG! Cookie MA'stdc Ad treup-AdlCrowf»!
AdWofdi U
iahoo.com | 2 tfrw FtatoT«! I LMfl I Contact Us i Swn Out CuilbttrC SB? J71 751K
AdWofdi U
iahoo.com | 2 tfrw FtatoT«! I LMfl I Contact Us i Swn Out CuilbttrC SB? J71 751K
|
Campaign MfirviwjiMnrnl ^ j |
i My Account | ||
|
Arni.ftiiflMari.fti; Campaign Summaly 1 TMh|C«Mftt |
an Tfctaoo Wstraitt OptitrattJ |
SflBtch my cairMigns ■ | |
|
Ail Creation Mfhetrff 1 Au4s Alt ilfctiry | |||
|
CamcakinSummary > Campaign rfl > Ad Group »1 |
1 of 1 dd groups | ||
Ad Group: Ad Group #1
Ad Group: Ad Group #1
mytesl head* re diicnjiicfl lir,* one anrtnnd two www pr'^arcK com 1 a" - y*w Bl l [Ctosnl mytesl head* re diicnjiicfl lir,* one anrtnnd two www pr'^arcK com 1 a" - y*w Bl l [Ctosnl
|
Su |
mnniy |
Kuywmds |
Ad Variations | ||||
|
Oct 15. 7007 > Chan« rant» | |||||||
|
+ Add keyword |
;Q«Ck AMIGet More Keyword? |
fcdit keywords I Search thu lot Custflmice c |
alltwls |
- 3 of 3 keywords | |||
|
][0— fdlk^wrdS^tag» |
1 | ||||||
|
Keyword |
Sratua u |
Client Bid tWtCPC |
Hide Setting Sort by Bid 1UE5L |
Click» t |
Impr |
CTR As-? CPC |
Coat A<B Pn* |
|
T pappwjam |
($) adm |
[fottJ |
0 |
fl | |||
|
fH iSOQ |
"£jlMfl2 it 00 Mo* CPC (□ml |
0 |
0 | ||||
|
C P*VP"Jam |
M*dl fa | ||||||
Continue reading here: An Introduction to Quality Score Optimization
Was this article helpful?
