Ad Scheduling and Other Targeting

Ad Scheduling

we have ad scheduling which is an important part of google campaigns.

Ad scheduling is when your ads are displayed. So by default your ads are shown all the time. But a basic level of ad scheduling, lets you just show your ads and a specific timeframe.

So you might say well, we don’t come into the office until six in the morning, and we answer our phones until nine at night. But our goal was phone calls in we don’t have a call center and really answering phones from 9pm until 6am. In that case, let’s just turn off our ads at the times we’re answering the phone.

So the basic ad scheduling version, just lets you say only show my ads and these times. You could have a different time by day of the week. So you might say Monday to Friday.

Let’s show our ads from nine to five. The weekends let’s just show them from noon to three you can have a difference times you show your ads by day of the week. But so the basics of ad scheduling is just turned my ads on or off based upon a timeframe.

Now the advanced version of ad scheduling, lets you automatically modify your bids by timeframe so we’ll get in the bidding section. We’re going to talk about bid modifiers.

Bid Modifiers

Bid modifiers lets you automatically increase or decrease bits.

So let’s say that your your base bids $1 And you look and say well over one shower people are really it’s their time we’re a b2b company. We don’t get great results over the lunch hour.

You could use a negative bid modifier to automatically lower your bids during lunch shower and look at your stats and say wow, nine of the morning we do amazing.

We really want to increase our bids. So advanced ad scheduling lets you change your bids by timeframe bid modifiers.

The basic version of ad scheduling just says turn your ads on or off. Now the advanced version. You can turn them off to you could do a minus 100% minus 1% says hey my bid is zero.

I’m essentially not showing too advanced lets you turn them on and off or change bits. The basic version just says turn them on or off don’t manipulate the bids when a timeframe.

Other Targeting

There are some other targeting options to be aware of at the campaign level. You have ad rotation. If you have multiple ads in an ad group, ad rotation determines how they’re going to be displayed.

By default, there’s a setting known as optimize for clicks. So what Google does is look at your ad and say well, this one’s got a really high click-through people see it they like to click on this ad.

This other ad it’s got a little bit lower click-through rate it’s not quite as relevant. So what happens is your first ad gets a higher click through rate. And then Google is going to show that ad more often.

If you have multiple ads per ad group by default, who’s going to show the best performing ones which is based on click-through rate the most often but you do have other options.

You could instead say well, we’re really tracking conversions closely. And we want to know what ads lead users to take action more often. So the optimized for conversions option, which shall be out with the highest conversion rate the most human. other option rotate evenly for doing some ad testing rotate evenly.

It’s gonna show them all sort of evenly and then after three months, 90 days, they are the highest click-through it will show the most and then rotate indefinitely says I don’t care about the metrics.

Let me control everything that’s the most control. And so all the ads are shown roughly the same impressions then you can pick your winning and losing ad by pausing or losers keeping your winners but by default optimize for clicks is used, which means if you have multiple ads per ad group, then Google’s going to look at your best performing from a click-through rate standpoint. And so that ad the most often.

Frequency Cap Only

Frequency cap only for display campaigns that determine how often someone can see your ad in a timeframe. So display only campaigns only showing the Display Network search only campaigns only showing search.

Search with Display Select can show on both networks. And then you’ve got product listing campaigns or shopping campaigns for E-commerce.

You have got display only in search-only campaigns. You do have a specialty campaign type. So if you only want to drive phone calls, and that’s all you care about from mobile devices. Then you’d want a search-only campaign and pick the specialty option called only under that campaign type.

So these are the google campaigns types and the settings. So when it comes to optimizing google campaigns, you know the jargon and the formulas.

It helps to make the right decisions. It also helps to make the right bids that you can ensure you’re running a profitable paid search campaign.


 

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