Google AdWords is the world's largest advertising campaign creation service. To date, more than 1 million organizations use it, however, despite this, there are still quite a few questions about the use of the resource. Today we would like to talk about working with Google AdWords and for this we have connected our PPC specialist - Alexander Titarenko to answer your questions in detail. - So, Alexander, let's start with the most popular, in my opinion, question. How to start an advertising campaign? Give a couple of tips for beginners. I would advise you to start any advertising campaign with an analysis of the target audience and a thorough check of the site that will serve as an advertising platform. Also, don't forget to analyze your competitors' advertising campaigns from time to time. Pay attention to what benefits and USPs (unique selling propositions) they focus on. After analyzing competitors, start collecting keywords. The collection of keywords mainly depends on the budget - if the budget allows, then we collect as many keywords as possible and experiment with near-target queries (for example, if the subject is a gym, then the target query will be: "pump up by summer", "how to quickly pump up muscles" and etc.). What is a broad match modifier and how does it work? Broad match modifiers allow you to show ads for search queries that contain all of the keywords you specify. This is the + in broad match keywords. Let me explain with a simple example. Let's say we sell only shoes in our store, and if we use the broad match keyword "buy red shoes", then ads can also be shown for queries: red shoes, red sneakers, red sneakers, etc., and the broad match modifier will allow showing only for requests containing the word "shoes" in one form or another. What are negative keywords and why use them? Negative keywords are needed in order to block the display of ads if the user's request contains words that are not of interest to us. For example, if we do not sell used items, then we should add "second hand", "used", "second hand", etc. to the negative keywords. In fact, the development of negative keywords is a very important point in the preparation and further optimization of advertising, and it should be given a lot of time. The absence of negative words will lead to a waste of the budget. However, it is worth considering that adding too many negative keywords can lead to an excessive decrease in reach and performance. Therefore, it is necessary to try to find the optimal number of negative keywords to maintain the effectiveness of advertising. - What mistakes, in your opinion, are most often made when launching contextual advertising? When checking other people's accounts, most often I notice that people who are not connected with Internet marketing do not set up conversions and the connection between the advertising account and analytics. This is a rather serious problem, since we cannot highlight keywords with conversions or filter out phrases without them. Incorrect targeting settings are also a common mistake. Most often, services are provided in Ukraine, with the exception of the LPR, DPR and Crimea. However, many novice contextologists do not take this feature into account and set up targeting for the whole of Ukraine. The result is a partial coverage of territories where services are simply not provided. Also, a common mistake is to cut off the display of GCM (context-display network) ads in mobile applications and games. Basically, inappropriate traffic comes from applications and games, as transitions occur when accidentally clicking on an advertising banner, etc. Often there are accounts with a minimum number of negative keywords or without them at all. This is a serious mistake, because, as I said earlier, this can lead to serious budget costs for an untargeted audience. - What are your most successful projects? How did you achieve such results? I consider the project “School of Oral Accounting Soroban” to be one of my most successful works. The subject of this business is teaching oral counting with the aim of synchronous development of both hemispheres of the brain and the development of intelligence and thinking in children. At the moment, the cost of conversion in cities with a population of over one million (such as Kyiv, Kharkiv, Odessa) does not exceed 200 UAH. This result was obtained through the implementation of full analytics, as well as regular optimization of advertising campaigns. If you have any questions for Alexander Titarenko, ask them on our Facebook page and we will be happy to answer them. We will publish tips from our experts more often and share interesting information with you! Read also:
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