Adwords techniques


Display network
The display network consists of more than two million media (websites, videos and applications) where adwords ads can appear.
It is estimated that, currently, 90% of all Internet users in the world are reached with this display network. The main advantage is the possibility of segmenting the reach of the ads in different ways: by specific contexts, to specific audiences (eg tennis players), specific places (eg Madrid capital andPozuelo), among other options.
Relevance
One of the key factors in determining the quality level of an ad. It is defined as the degree of agreement of the different elements of the ad with what the user is looking for. The ads and keywords chosen must be very much in agreement with the landing page. The ad must clearly explain what the user is or is going to find on the landing page. A greater relevance, better positioning of the ad and probably a lower cost.
Remarketing
Remarketing or retargeting is the action by means of which advertisements are shown to users who have previously interacted (for example, visited) with a certain web page. This function is used in the display network.
 Return on Investment (ROI)
The ROI measures the relationship between the benefits obtained thanks to the announcement regarding the expense invested in them. The ROI is estimated by dividing the income produced by the sale of the products thanks to Adwords, minus the cost of those products (cost of producing them plus the investment in adwords) divided by the cost of those products.
ROI = (Revenue - Cost of products sold) / Cost of products sold.
Conversion tracking
It is a free Google Adwords tool used to measure how valuable actions are produced for the advertiser (conversions such as purchases, subscriptions or sales opportunities) once the user has clicked on the advertisement. It is a very useful tool that helps determine which keywords and ads are offering the best results.
Segmentation
Through segmentation, the ads are oriented so that they are printed to users that meet certain characteristics. There are many options to segment, some of them are:
  • Keyword targeting
  • Geographic and language segmentation
  • Segmentation by device
  • Segmentation by audience
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