Google Adwords Coursework Example | Topics and Well Written Essays - 1000 words

Google Adwords - Coursework Example A person can search for keywords using a word or a phrase, a website or a category. As an example suppose we are making an ad campaign for mobiles , then the word mobile sales can be used as an input in the word or phrase column to get information about possible keywords ; the website column can be used to get suggested keywords by entering our own website in the column or the website of a competitor. Category column usually gives many weird suggestions but can be a good starting point if we are not aware of what keywords to use or if the company does not has a website of its own. It can work as a starting point .In this tool we also have the advanced filters option which can be used to filter keywords based on the country we are targeting, the language spoken by the target market and whether the application is visible on desktop or mobile. Ad words Preview and Diagnosis Tool This tool can be used to see how the ad is being displayed by Google. It can be used to preview the ad and so lve any problems with the display (Moss, 2009). This tool can be used to see the display of the ad in various geographical locations. This tool functioning requires us to enter the term for which search results are to be seen , the domain(country) , the language , location and the devices (mobile or desktop) where we want to see our ads. For e.g. we want to see our English language advertisement regarding mobile sales in USA, New York city on mobile devices. So we enter all this information and Google will show us a preview of our ad and will also information us if the ad is not visible. This tool helps us to solve any problems with the ad campaign and helps to increase it reach. 2) What more advanced tools exist? Where did you access them and which ones did you try? The other advanced tools which are available in Ad words are change history, Conversions, Google analytics, Website Optimizer, Traffic Estimator, Placement Tool and Contextual Targeting tool. These tools are visible whe n we make a Google account and sign in to ad words using this account. All these tools are visible in the Tools and analysis tab. I tried my hand at all of these tools. 3) Which tools did you find most useful and why? The tools which I found the most useful were the traffic estimator tool and the placement tool. The placement tool helps us to place ads on the Google display network which helps us to place banner ads on a number of sites which are either owned by Google or third party sites. Banner ads are usually more effective in reaching the target customers and this tool helps us to make and place banner ads. The other useful tool is the traffic estimator tool. This is very useful tool which can help the advertiser know about the expected traffic for their ads and the amount of money the advertisement is going to cost them. With the help of this tool we come to know of the cost per click, estimated daily clicks and the estimated daily cost of placing the ad on Google. 3) What cri teria would you adopt to evaluate the success of your campaign? How would you characterise success for this campaign, either in terms of click-through rate (CTR) and Return on Investment (ROI)? I will use the Return on Investment criteria in order to gauge the success of the campaign. In order to justify the use of this criterion, I will first explain both Click Through rate and Return on investment method and though show which one is