Quality Score (QS) and bid are the pulse of AdWords campaign. We already know that the QS data available to us is the aggregate score which is computed by algorithm at every auction and it’s always the updated data (You couldn’t see yesterday’s QS of a keyword). Marketers always craved to know more about QS. Well, recently Google became generous by giving access to historical QS data along with its individual factors i.e. expected CTR, ad relevancy and landing page experience.
Tow:- Search Impression Share
Let’s say, some of your keywords are performing well and you wonder is there any impressions you are missing out. Stop wondering! AdWords’ search impression data gives you the exact information. There can be two reasons for missing impressions i.e. insufficient budget or low ad rank. Good news is you can segment the data based on these factors. You can adjust your budget and bid based on this data. Note: Search imp loss (budget) is available at campaign level and search imp loss (adrank) is available at ad group and keyword level.
Three: Automatic Bid Adjustment
One of the rarely used AdWords feature is “Automatic Bid Adjustment”. Imagine you don’t want to miss any impression of your top performing keywords. One, you can monitor the search impression loss metric and keep changing your budget and bids or you can make the smart move by automating the bid change whenever search impression % goes below 100%.
How do you exactly do it?
Campaign/Ad group/Keyword/Ad tab > Automate > Change max CPC bids when>
Automatic Action – increase bid or decrease bid > select the percentage of change to be done at a time. Also set the maximum or minimum bid limit which can’t be crossed
Requirement – Search Impression Share – </>- % you want to specify (You can select any other metric available in the drop down and add more than one requirement)
Frequency – Select the frequency for this rule to execute and the period of data to be considered for analyzing the requirement
Four:- Ad Customizers
What if I tell you, you can customize your ad for every user’s search terms in a single ad group!
Well, let’s interpret. You have a mobile service center in 10 localities of Mumbai. When a user searches “Mobile Service Center in Mumbai” you show an ad containing “Mumbai” in it and when user searches “Mobile Service Center in Juhu” you show an ad containing “Juhu” in it. Wow, that’s the ad relevancy we are talking about. But, the counter statement can be having 10 ad groups for every location, what if you have service centers all over India, instead of having 100s of ad groups, you can serve the purpose with 1 ad group using ad customizer.
How to customize ads?
Step 1: Upload Ad Customizer file (As per Standard Requirement) in the Business data section of Shared Library
Step 2: In the ad where exactly you want the location text to be inserted, open the flower brackets ({), you can choose the data set and the attribute in the drop down list.
Finally preview all the ads before saving the ad.
Other applications of ad customizer include; Real time inventory, time bound offers etc.
five:- Advanced Display Targeting: In-Market Audience
If you are a realtor who sells apartments, the most prospective buyer for you is the one who has already made his/her mind to buy an apartment and actively searching in the internet. In this situation, search network can be the best option. But, display network has features which are dedicated to target these kinds of audiences named “in-market audience”. Like affinity audience, in-market audience has predefined categories. If you select real estate category, you will be targeting people who are actively researching about apartment and looking to buy apartments.
These are just a few features which are most often missed out by marketers. But there can be many which I might be missing. Let’s share the knowledge together in the comment section below!
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