These features are not provided simply because they are convenient; there is a reason for each one. And those reasons have a consistent axis, a platform philosophy.
Even if Google AdWords offers a high degree of operational flexibility and excellent functions, if your account is not designed and its functions are not utilized correctly, it may malfunction and not perform to its full potential .
This time, I would like to look at some of AdWords' often-overlooked features , understand their significance, and give you some tips on how to create a better account.
*This article is titled "Learning from Features and Specifications" and will be delivered in two parts. This time we will focus on "features", and next time we will focus on "specifications".
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These features explain the premise and rules of AdWords.
Often overlooked feature #1: “Added, removed” flag for search queries
If you have experience using AdWords, you may be aware of this function (whether you actively use it or not).
When you display "Search terms" in the Keywords tab, the "Included, Excluded" flags for keywords are displayed as required fields by default . (Hereinafter referred to as "Keyword flags")
This function literally allows you to check whether the search query that actually generated an ad impression or click is set as a keyword . If the query is set as a keyword, it will be displayed as "Added", and if not, it will be displayed as "None". (If it is excluded, it will be displayed as "Excluded".)
Expected usage scenarios include:
Use the filter function to extract only search queries that have converted and register them as keywords in bulk.
Use the filter function to display only queries with no flag, check the ones you think are good queries, and register them all at once as keywords.
It is a great feature that allows you to easily add good queries as keywords.
However, a common misconception about this function is that the "Added or Not" flag does not refer to information for the entire account, but rather to whether or not a string identical to the query exists as a keyword within the "ad group" to which the keyword that generated the query belongs .
In other words, in order to effectively use this function, it is assumed that " ad groups are composed of keywords as a "keyword axis ." If this assumption is not met, the keyword flagging function will become extremely difficult to use. It is no exaggeration to say that it will no longer be usable.
Why is this the case? Let me explain the philippines phone number whatsapp situation with an example below.
Let’s say you have three ad groups, A, B, and C, as shown below, and each group has several keywords set with partial match.
Ad group A has the keyword "office furniture" set as a broad match, so the ad was displayed for the search query "cheap office furniture."
On the other hand, ad group C has the keyword "cheap office furniture" set as a partial match, and you would want to display your ad for this keyword in response to the previous search query "cheap office furniture."
However, for some reason, the ad rank of "Office Furniture" in Ad Group A won, and the ad display was pulled towards Ad Group A.
Now, if you look at the keyword flag here, the evaluation of whether the search query "cheap office furniture" is set as a keyword is done for "Ad Group A" which generated the impression, so the keyword flag will show "None". Even though it exists in Ad Group C.
In this way, if keywords with similar meanings (=keyword axis) are set in multiple ad groups (especially when using partial match), the expected keyword may not respond to the query, and as a result, the keyword flag may be determined to be "none" even though it is set as a keyword somewhere in the account .
...Now, looking at the ad group configuration above, even before we get into keyword flags, you might be wondering "What's with this ad group configuration? Isn't it great?" But as you say, I think there is room for improvement in this configuration.