Dynamics Customized Text AD


Google Adwords providing an option that offers you the functionality to create the “Customized Text” ads. Instead of creating multiple static text ads we can create Dynamics text ad. Based on the keywords, business data and time we can create the customized text ad. This is a dynamics text ads you don’t need to create multiple text ads. Using Dynamics text ad you can meet the different search query of user.


How Dynamics Text Ads work?

1. Ads updated on the basis of the current time.

2. Based on the following attribute the dynamics ad updates –

a) Products

b) Categories

c) Price

3. Target the right set of keywords which perfectly matching the search query.

4. Right use IF condition based on the device, time, audience, gender or age.



Set Up Ad Customizers



How to Set Up Ad Customizers?

Based on the query of the user and type of device we can set the Ad Customizers. Now, let’s explore how we can set up the Ad Customizer –

Creating Ad Customizer Data –

1. You need to define the custom attribute. Custom attribute consists of following

a) Device Preference

b) Scheduling

c) Start Date

d) End Date

e) Customer ID

2. The targeting attributes would be –

a) Targeted Keywords

b) Target keyword text

d) Target ad group

>e) Target campaign

f) Target Location

g) Target location restriction


Few of the important point you should keep in mind relating to Dynamics AD –

1. You cannot pause the ad customizer but yes you can pause the ad associated with ad customizer.

2. You can remove the data from the from the ad customizer. There may be a situation when you want to remove those dynamics ads that target user of specific region. In such case we can remove that particular row from the ad customizer.

3. If you delete the whole data set you cannot create the same ad customizer with same name. You need to create the new ad customer and upload the data set/attributes.


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Google Adwords Text Ads Overview


Before discussing in detail the perfect guidelines for Google adwords text ad. Let’s first discuss the Character limits.

Google Adwords Text Ads Character Limits Overview of Last One Year

In last 1 years Google made few changes in their Text ads of Google Adwords. Google Adwords text ads having characters limits.


older  text ds

Previously the character limits of the text ads was –

Title – 25 Characters

Description Line 1 – 35 Characters

Description Line 2 – 35 Characters

Display URL – 35 Characters

Destination URL – 1024 Characters


Few months back Google Adwords made some changes in the Character limits. Also reduce the no. of ads placement over Search Engine Result Page (SERP). This is what we call “Extended Text Ads”.


extended text ads overview

Extended Text Ads Characters Limits

Title 1 – 30 Characters

Title 2- 30 Characters

Description – 80 Characters

Display URL – 15 characters (Domain automatically extracted from the Final URL. Based on your requirement you can customize the URL path.)


Google Adwords Text Ads Guidelines

Before writing the text ads you need to remember the following points –

  • 1. Must make the proper spelling and use of capitalization and symbols to all ads.
  • 2. The information specified in the ads should be perfect and relevant to the landing page/targeted page.
  • 3. Never use inappropriate content.
  • 4. Google Adwords restrict the use of adult content. So, if you are writing ad for adult content must follow the guidelines.
  • 5. Never use the trade mark of others in your ads.
  • 6. Follow the character limits


To make your text ads more appealing, the best practice are specified below –

  • 1. Must include the call to action word that describe your business perfectly and attract user as well.
  • 2. Must follow the proper guidelines of Google Adwords.
  • 3. Must link with the relevant landing page.




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Google Price Extensions Deep Insight

Google recently introduce a new extension called “Price Extension”. Using this extension we can showcase our products with prices. So, interested user can explore the product directly from the Ads. In the ad itself user can see the prices corresponding to the products. Now no need to go for Google Merchant Center. In Single Ad you can integrate multiple products with prices. Even every products have a link too. So, interested user can explore the product in detail by just clicking on the product image. In this article we going to provide the detail knowledge on “Google Adwords Price Extensions”.

Steps to keep in mind while creating extensions

  • 1. Go to the Google Adwords
  • 2. Select the campaign/Ad Group for which you want to add price extension.
  • 3. Move to “Ad Extension” click it.
  • 4. Press “View” move to “Price Extension”
  • 5. Press +Extension
  • 6. Press +New Price Extension

For this new price extension you need to specify the price, language, type, currency, price qualifier, link, header and description. For detail please see the below specified screen.



new-price-extension

Points To Remember –

  • 1. Header can be up to 25 characters.
  • 2. Description can be up to 25 characters.
  • 3. Over mobile devices header and description appears to be shorter.


Benefits of Having Price Extensions

  • 1. This extension helps to grab the attention of visitor whatever the AD position you have.
  • 2. If your audience is more focused towards price, this extension work best and help to convert most of your click into conversion. Only those visitor clicks who are interested in buying your products. With other extension the conversion ratio is very low.
  • 3. Save money. Now using this extension you can show the price corresponding to different products. You don’t need to for other services like merchant center.
  • 4. You don’t need to pay more in order to display the price corresponding to different products. It works like a other extension. You only have to pay when user click on it.


For overview please see the below specified image.



google-adwords-price-extension



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Soon Having Images in Sitelink Extensions

On 22 Nov 2016 sitelink extension showed images corresponding to the ads in a form of swipeable carousel. But not on desktop we saw this on mobile devices. In 2013 Google tested a similar feature using image extension but soon they dropped it.Again Google testing similar feature using sitelink extension over mobile devices.

We are hoping this new feature is only tested over mobile device not on desktop. Hope very soon they going to launch this Image swipeable carousel functionality in Sitelink extension. For detail please have a look on the below specified image. This will give you detail overview on the “Images in Sitelink Extensions



image-sitelink-extension



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Bidding Strategies in Google Adwords

Google Adwords offers numerous bid option and based on your requirement you can choose the bidding strategies. Generally we have three different types of bidding strategies i.e. clicks, impression or conversion. So, based on your requirement you can choose the one which perfectly fulfilling your requirement. We are going to discuss in detail what are the types of requirement we generally have?

Case 1: If you want to have traffic on your website, you must go with the click option i.e. CPC (Cost Per Click).

Case 2: If you want to create awareness of your brand, you should go with impression i.e. CPM (Cost per thousand impression) and VCPM (Viewable Cost per thousand impression).

Case 3: If you want to user perform action on your website i.e. filling the form or subscribing the services, you should go with CPA (Cost per Acquisition).


Let’s move deeper into Bidding Strategies –

Manual CPC Bidding

If you want to have full control over the bids you can choose the Manual CPC bidding option. Here, you can control the bidding based on your choice.

After setting the manual bid, all the keywords under the Ad Group will have the same bid.

You can control the manual bid at keywords level as well. By moving to keywords you can set the manual bid.



manual-cpc-bidding

In the above print screen you can see there is an option called “Enable Enhanced CPC”. By enabling this feature Google Adwords will adjust your bid 10% up and down based on the keywords performance. For the performing keywords it will increase the bid upto 10% and for the non performing keywords decrease the bid upto 10%.


Automated Bid Strategies

Under automated bid strategies of Google Search Network you can have following option –

  • 1. Target Search Page Location
  • 2. Target CPA (target cost per acquisition)
  • 3. Target ROAS (target return on ad spend)
  • 4. Target Outranking Share
  • 5. Maximize Clicks
  • 6. Enhanced CPC (Enhanced cost per click)


Let’s discuss each types of automated bid strategies in detail. Before moving further let’s first understand what is automated bid strategies?

Automated bid automatically adjust your bid to achieve the desire result. So, based on our requirement we can choose the option from the types of automated bidding strategies.

Target Search Page Location: – Under this option Google automatically set your bid to such number which help your ads to attain the top position over search engine result page.



target-search-page-location

Target CPA: – Google Adwords automatically set your bid to receive as many conversion as possible. Google Adwords decides the CPA value based on the conversion activities of last few weeks.
In the below screen you can see the targeted CPA recommended by google 895 INR.



target-cpa

Target ROAS: – Google Adwords automatically set your bid to receive as much conversion based on the average return on ad spend.


target-roas

Target Outranking Share: – Under this bidding option you can specify the domain which you want to outrank. Google Adwords automatically set your bid and help you to outrank the specific domain.

In the below screen you can see, there is a space for “Domain name to outrank”. Here, you can specify the name of the domain which you want to outrank.



target-outrank-share

Maximize Clicks: – Under maximize click option Google Adwords automatically set your bid to have as many click as possible within specified budget.



miximize-click

Enhanced CPC: – Enhanced CPC bid increase/decrease your bid upto 10% based on the performing and non-performing keywords respectively.



enhanced-cpc

What are the criteria required to qualify for CPA Bidding?

  • 1. You must enabled conversion tracking.
  • 2. In last 30 days campaign must received at least 15 conversion or campaign must received conversion at the similar rate in last few days.
  • 3. If you are already using CPA bidding and your conversion drops below 15 in last 30 days, CPA bid will remain enabled unless you trun it off.
  • 4. If you stop the CPA bidding and in future wants to start you need to qualify the above 2 points.


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Reasons for Google Adwords Text Ads Disapproval

There are so many reasons for ads disapproval. Before moving into detail first we need to understand what is text ads? Text ads is the most basic type of ads which appear in Google SERP.

Google Text Ads consists of following elements and each having certain characters limit–

Heading – 25 characters

Description line 1 – 35 Characters

Description line 2 – 35 Characters

Display URL – 35 Characters

Destination URL – 1024 characters

Note: – Using Extension you can increase the size of text ads.


Now, let’s explore what are the reasons which can leads to the ads disapproval.

  • 1. Never use adult, dangerous words in your text ads. This can leads to disapproval of your ads.
  • 2. Never use copyrighted words. This can disapprove your ads.
  • 3. Never integrate phone number in text ads. To integrate the phone number you can go for the call extension.
  • 4. Always limit your ads as per the characters specified above.
  • 5. Don’t include special characters too often in content part.
  • 6. Never write the content of text Ads in CAPS..
  • 7. Don’t claim that your company/business is no.1. To do this use extension. Consumer rating extension is perfect to claim your business.
  • 8. Landing Page/Destination Page and Display URL should be the part of same domain. If it not matches your ad may be disapproved.


Action To Be Taken After Ads Disapproval –

  • 1. Always fix the disapproved ads on priority. To avoid getting further notification.
  • 2. Google don’t have historical data relating to disapproved ads. So, you can delete the disapproved ad and create the new one as per the guideline specified above.
  • 3. Continuous disapproval can leads to account suspension. In case of continuous disapproval you can delete the ads and create the new ads as per the guidelines.


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Google Adwords Extension Insight

Google over its search engine present two types of result one is Organic and other is Paid. The paid ads run using Google Adwords. Google Adwords is compare to be one of the most effective way to run the PPC ads. Search ad is much more than title, description and URL. To improve the visibility of your search/text ad you can make proper use of Adwords extension.


What is Google Adwords Extension?

Google Adwords Extension are the way that help you to boost the performance of your ad by presenting it in an attractive way. Adding detail information by showcasing important information like services, location, phone no and many more.


Why Extensions are important?

There are numerous advantages of having Adwords Extension. The below are few of the advantages that you can avail using extension –

  • 1. Improve Click Through Rate (CTR)
  • 2. Improve Ad position over search engine
  • 3. Provide detail information
  • 4. Better customer engagement
  • 5. Improve ad conversion
  • 6. No need to pay extra


Is Extension Cost?

Google Adwords Ad extension does not cost any money.


Types of Google Adwords Extension?

Broadly Google Adwords extension are divided into two categories –

  • 1. Manual Extension
  • 2. Automated Extension


Types of Manual Extension –

  • 1. App Extensions
  • 2. Call Extensions
  • 3. Location Extensions
  • 4. Review Extensions
  • 5. Sitelink Extensions
  • 6. Callout Extensions


Types of Automated Extension –

  • 1. Consumer Rating
  • 2. Seller Rating
  • 3. Dynamics Structured Snippets
  • 4. Previous Visits
  • 5. Dynamics Sitelinks

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