Ad Scheduling
Ad Scheduling (also known as "day parting") lets you tell Google exactly when you want your ads to run, and more importantly, when you do not want them to run. In addition, more advanced users can automatically modify their bids based on time-of-day and day-of-week cycles in campaign performance.
Ad Scheduling can help you with improving ROI for your display campaigns by ensuring that your ads show at times where it performs the best. For example, if you notice that you are getting the most conversions from Monday to Friday and nothing on Saturday and Sunday, you can schedule your ads to appear only during those times so that you are maximizing your ad's performance with your given budget.
There are two ways in which you can utilize Ad Scheduling for your display campaigns:
1.Scheduling Specific Bids: When you create an ad schedule, you can specify bid multipliers to raise or lower your bid during certain hours or on different days of the week. For example, if you find that your ads get the best results between 8:00 and 11:00 a.m., you can bid more for impressions or clicks during that period. Learn more about the bid adjustment mode of Ad Scheduling.
2.Scheduling Specific Times: You can set an ad schedule for particular hours of the day, or specific days of the week. In most campaigns, you can include bid adjustments for particular days or times. To determine when you want your ads to show, you may want to run an hourly report. This would show you what time during the day your ads received the most valuable traffic. Learn more about how to set up your ad schedule.
Conversion Tracking
Conversion Tracking is a free Google Tool that allows you to track your conversion goal such as a purchase, signup, page view, or lead on either Google.com, the Search Network, or the Display Network. We highly recommend that you use Conversion Tracking in conjunction with your display campaigns, as it will provide you with insights on whether or not your campaign is meeting your conversion goals.
When you have access to conversion data in your reports, you can make smarter online advertising decisions, particularly about what ads, keywords and sites you invest in. Given better data, you can better measure your overall return on investment (ROI) for your display campaigns.
Let's look at an example:
Jane owns an online business that sells gourmet chocolate. She knows how many conversions her display campaign is getting, but would like to know specifically which sites are converting into sales. With basic Conversion Tracking, Jane can get this important information.
Once she has this valuable performance data, Jane discovers that a majority of her conversions are coming from sites related to chocolate recipes. She can now optimize her display campaign by expanding on other ad groups themes related to chocolate recipes, thus maximizing her campaign's ROI.
Conversion Tracking is an essential feature that will help you identify where you are doing well on the Google Display Network, and where you need to improve. Knowing this information will allow you to make changes or edits to your account in order to improve your overall Display Network performance.
Conversion Optimizer
The Conversion Optimizer is a feature available through AdWords that uses your AdWords Conversion Tracking data to get you more conversions at a lower cost. It achieves this by optimizing your placement in each ad auction to avoid unprofitable clicks and get you as many profitable clicks as possible for your campaign.
Benefits of implementing Conversion Optimizer include:
•Increased profits: Gets you more conversion at a lower cost.
•Easy to use: Improves AdWords' ease of use with less time spent managing bids, since the feature does a lot of the work for you. It's easy to turn on, as well.
•No additional charge: No extra fees or new interfaces to learn.
Conversion Optimizer works best for advertisers whose goals are mostly conversion and direct-response oriented. Advertisers also need to have already installed Conversion Tracking for Conversion Optimizer to work.
For display campaigns, Conversion Optimizer can help improve performance by using data from Conversion Tracking to determine where your ads are likely to get conversions. Conversion Optimizer will automatically calculate the optimal equivalent cost-per-click (CPC) bid for your ad each time it's eligible to appear on a Display Network site. You still pay per click, but you no longer need to adjust your bids manually to reach your cost per acquisition (CPA) goals and can benefit from improved return on investment (ROI). This in turn can help you save time and maximize your conversions.
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