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To analyze user activity on your website, Google offers two features: Google Analytics goals and transactions. It’s possible to monitor these metrics integrate them with AdWords conversions. You can use both at the same time or only one of them.

Google Analytics Goals

  • Ideal if you are interested in all aspects of the flow of visitors on your site and not just conversions.
  • Can include conversions from sources other than AdWords, which allows effective monitoring of all traffic to your website.

AdWords Conversion Tracking

  • Ideal if you want only to track conversions.
  • Not possible to track conversions that other sources different from AdWords.


Benefits of importing Google Analytics goals

Importing your Google Analytics goals into AdWords Conversion Tracking allows you to:

  • access your Google Analytics conversions and data related to your AdWords clicks;
  • check conversion data in Google Analytics and in AdWords;
  • authorize the Conversion Optimizer tool to access data to optimize results, which can potentially result in an increase of conversions and cost reduction.


If you already use AdWords conversion tracking on a specific page, you may not need to import Google Analytics goals. Actually, in the case of having these two features activated, conversions could be counted twice.



To begin importing data, first perform the following operations:

  1. Link your Google Analytics account to your AdWords account
  2. Enable data sharing with other products in your Google Analytics account
  3. Enable auto-tagging in your AdWords account

Once these steps are done, follow the steps below to import your goals:

  1. After linking your accounts, you have to wait about an hour. Then log into your AdWords account, click on Tools and Analysis tab, then select “Conversions”. A message informs you that your goals are ready to be imported.
  2. Click Import from Google Analytics .
  3. Select the goal or objectives of your choice in the list.
  4. Select Import at the bottom of the page.

AdWords then starts importing data from your Google Analytics account taking as a starting point the moment when you click “Import from Google Analytics”. Previous history to that date will not be included.

To remember

You have to wait for two days before the data is available in AdWords. After this time, the conversion data imported will appear in your  “Conversions” column.


Promotional codes allow advertisers to enjoy a free credit on their AdWords account. Google and its partners occasionally grant vouchers under specific offers. These deals are generally reserved for new advertisers who open new accounts.

AdWords Vouchers


From time to time, Google offers a welcome offer such as “spend $25 and get $50“.  To redeem $50, you must apply the promotional code within 14 days of creating your account and get clicks for a minimum of $25 in your account. Once the $25 are spent, $50 will appear in your account within five working days.


Where do you enter the coupon code?

– If you haven’t already entered your billing info

  1. Sign in to your AdWords account at https://adwords.google.com
  2. Click the tab Billing, then Billing Preferences.
  3. Choose the country or territory where your business is located, and then click Continue.
  4. Enter information about your company, and then click Continue.
  5. Choose type and payment method, then enter your coupon code after you click on “If so, enter it here.” next to the question “Have you received a promotional code?” at the bottom of the page. Finally, click on Continue .
  6. Click Validate and activate .

– If you have already entered your billing information

  1. Sign in to your AdWords account at https://adwords.google.com
  2. Click the tab Billing, then Billing Preferences .
  3. In the field  use coupon code, enter your promotional code.
  4. Click Submit .


How promotional codes work with pre-payment or post-payment?

You can pay for your AdWords costs before (pre-payment ) or after ( post-pay ) obtaining clicks. This choice affects your promotional code. Here is the information to remember:


Post-pay billing

If you use the post-pay billing, simply enter the code and start running your ads. As soon as your account meets the criteria specified in the offer, the credit will appear in your account within five working days. For example, if the offer indicates that you need to spend $25, you must wait to have generated clicks for a minimum of $25 before the credit will appear in your account.


Prepay billing

If you use pre-payment, you must enter the code, then meet the criteria specified in the offer. For example, if the offer indicates that you need to spend $25, you will need to make a payment of at least $25 and fully spend this amount by generating a sufficient number of clicks. Once this requirement is met, the credit will appear in your account within five working days.



If you use pre-payment, it may be wise to make an initial payment slightly higher than the minimum required amount. AdWords will stop showing your ads when you no longer have enough money in your account.

For example, if the criteria of the offer is asking you to spend $25 and that you make an initial payment of that exact amount, it is possible that your account does not exhaust completely the $25  if your cost per click (CPC) is higher than your balance. Suppose your average CPC amounts to $0.30. If you spend almost your entire budget, with the exception of $0.20, it is possible that this amount will never be used as your CPC is greater than your account balance.


To remember

  • Promotional codes are limited to one per customer and are often reserved for new advertisers. Most offers require AdWords accounts to meet certain criteria before they can receive a credit. Check the conditions of your promotional code for details of the offer.
  • Promotional codes are usually accompanied by an expiration date. You will need to use your code before that deadline.


If you’ve never created display ads based on the use of images, or if you want to improve the performance of your display ads, here are some helpful tips:

  • Effectively use text, images and color combinations.
  • Test different types of display ads and different presentations of content.
  • Take advantage of available models in the display ad builder tool.
  • Create your own custom images.
  • Generate image ads from your existing text ads.


Create good images and graphics

The options available for display ads are numerous. Therefore, please take the time to test different models, colors and content to get the best possible results. You might want your ad to stand out!

What is the effectiveness of a display ad? Take the time to read our tips below, along with some examples that can help you succeed with your display ads.


Choose appropriate colors

Make sure you’ve customized the color of your ad, for example the background. First try to match the color scheme of the banner with the content of your page. Choose colors carefully. Very bright colors can be unpleasant or difficult to read.

Think carefully: If you use the same color for the foreground and background of your ad, nobody will be able to see the content of your ad. You must use contrasting colors while showing good balance: nobody wants a fluorescent text on a bright background!


Consider the color combinations that you target sites

If you decide to target a specific site with your ads, it is of your best interest to adapt their color combination, so that it matches the color of the pages of the site. If one of your ads seems out of place on a page or is not very attractive, users are less likely to click on it. It is more important to match the colors of your banners to the site on which it they will be shown.


Use a call to action button

This advice is especially important for image ads. Users may not know what part of the ad they should click. In some cases, if your ad fits perfectly into the site, they may not even notice it’s an ad! Do not make them guess.

Customers also want to know what to expect when they click on your ad: “Learn More” or “Buy now”.


Make sure the final frame of an animation contains the key message and call to action

If the text does not clearly conveys your message and does not tell users what they should do, they will be less likely to click on the ad.


Balanced Ad Content

Be sure to balance the text and images of your ad compared to the overall size of the banner. Check your ad in each of the formats and resize the images as necessary. For best results, we recommend that you follow these guidelines:

  • Images must be sharp, adapted to the shape of the banner and easy to recognize. They must not be cropped or blurred.
  • The full text should be easy to read and understand. Lines of text should be complete and intelligible.

Get ideas for your ads using the tool Ad Builder


Looking for inspiration to create your ad? Let the models in the display ads tool spark your imagination. Create ads from an existing collection of templates

Take a look at AdWords gallery of rich media ads.


Tell your customers what you can do

You offer free delivery? You have great choice of products? Let us know! Highlight your specific strengths or areas where your business stands out from its competitors.


Include a call to action in every frame of your Flash ads

Give users the option at any time to be able to click on your banner to go to your site without having to wait for the final banner frame.


Create a striking logo for your company or brand

How does your company or brand differs from your competitors? Unleash your imagination to compose a logo that reflects the uniqueness of your business.


Displaying rates and promotions

If you offer something exclusive, make sure your customers know it. Give them so all the elements they need.

Use words and phrases such as dealcoupondiscountpromotional code and good deal to attract the interest of users to your offers.


Create a sense of urgency

Display limited time offers. For example, use phrases like do not waste timethis offer is valid until … , limited time offerspecial rates for early bookings and offer for first time buyers xx .


Use colors that harmonize with your images

What message do you want your ad to convey? Be sure to use color combinations that highlight different aspects of your product. Is your appearance reliable, courteous and friendly? Choose images to reinforce your message.


Find the right balance between text and images

Chose colorful and attractive images for your ad. Accompany them with a clear and concise text.


Choose a relevant landing page

Look at the page of your website that your banners point to. Include a clear call to action in your ad to lead the users to this page. For example, if your ad text includes incentives such as “Call Us”, be sure to include your phone number on the landing page. Or if it has an incentive like  “limited time offer”, make sure that the landing page displays the promotional offer.


Try several banner sizes

Create 7 or 8 ads in each of your ad groups to test different texts and images. This way, you can analyze which ad gets better results. AdWords can publish them automatically and isolate the best performing banner. This eliminates the guesswork. And you build upon what you have learned from your tests.


Make sure you make banners for mobile

Create banners for all types of mobile devices, including smartphones and multi-function phones.

Your ads generate significant traffic to your website, but are your visitors not converting? You can use conversion tracking to assess the number of users who, for example, purchased items or signed up for a newsletter (in other words, performed “conversions”) after going to your site. You can then make various modifications to your AdWords campaigns to improve your conversion rate, including adding more specific keywords and excluding keywords.

Conversion Rate


Use conversion tracking to assess your performance

Before making major changes to your account, we recommend that you your ads performance. In AdWords, you can determine the number of impressions and clicks on your ads. But wouldn’t it be very interesting to know the number of conversions they generate? The solution is to use the conversion tracking .

Once you have set up conversion tracking, you can evaluate the effectiveness of your campaigns. For example, if you edit a campaign, and then find out that your conversion rate increases, this means that the modification improves the performance of the campaign.

Use specific keywords to improve conversion rates

Once you are able to track your conversions, you can focus on improving conversion rates. Specific keywords will usually give a better conversion rate than general keywords.

Generally, specific keywords such as “printer 710c” achieve a better conversion rate than generic keywords like “printer”. In fact, people who are looking for a specific model or product code generally already researched the product and wish to make a purchase.

However, remember that using more specific keywords can generate a lower number of impressions. If your keywords are too specific, the number of users searching for these terms will be close to zero. The challenge is to find the right balance between keywords generic enough to match the search queries of users and specific enough to generate conversions.

Add negative keywords to improve the relevance of your traffic

To try to improve your conversion rate, you can also use negative keywords. This allows you to not show your ad when a user performs a search on these keywords. We recommend that you use negative keywords if you want to limit the exposure of your ad to audiences that you might think are not likely to buy your products.

Some advertisers use for example the term “free” as a keyword to exclude. You can do the same to filter people looking for free products, unless you offer free trials. Users who are looking for free products are generally less likely to make purchases.

Use the “Search Terms” report to reach relevant customers

AdWords allows you to assess the performance of your various keywords, but also to identify specifically the search terms that triggered your ad. This list of terms contained in the “Search Terms” report .

Examine it before adding some keywords to your keyword list or exclude the terms on that report that are not relevant.

Example: Suppose you sell video games on your website. By examining your “Search Terms” report, you find that your ad was triggered by the search term “video game magazine.” People looking for magazines do not necessarily want to buy video games in the immediate future. In this case, you can consider adding “magazine” as a keyword to exclude so that search term does not trigger your ad.

At the same time, you also find that your ad was triggered by the search term “video game figurines.” But it turns out that you also sell figurines of video games! In this case, you can consider adding “figurines video games” to your list of keywords, so that search term is more likely to trigger your ad.

Include price in your ad to attract potential buyers

To improve the relevant traffic to your site, you can include price in your ad text. If a user sees the price of your product and still clicks the ad, you can conclude that he is likely to buy the product at that price. If the price does not suit him, he does not click your ad, and you do not have to pay for that click.

To perform a test, you can add price to your ad text to see which of your ads record a better conversion rate. This method can be particularly effective when your prices are lower than your competitors!


To view specific performance data, you can customize statistics charts on your AdWords account using columns, segments and filters. Once the table looks exactly like you want, you can download it as a report in different formats. The request is then automatically recorded by AdWords. You can also configure the report to generate the regular schedule and sending e-mail to yourself or others with access to your account.

In AdWords, you always have two easy ways to view and analyze your performance data:

  • Personalize your statistics charts going to the tab Campaigns and using columns, segments and filters to get a glance at the data you need.
  • Generate ad hoc or regular reports that you can download, e-mail and share.

To create and download a report and plan its regular sending by e-mail, follow these steps.

Customize your table to create a report

  1. Sign in to your AdWords account at http://adwords.google.com
  2. Click the tab Campaigns .

Click the tab containing the table of statistics you want to download. Check if it contains period, columns, filters and segments that you want to include in your report. Segments that you applied to the data table appear in your report as columns.

Download the table as a report

  1. Click in the toolbar above the table to open the download panel.
  2. Enter a name for your report.
  3. Use the drop down menu “Format” to select a file type for your report.
create and schedule adwords


Schedule report creation and send it by email

  1. If you want to receive your report by e-mail or send it to other users, click the link create the report and send it by e-mail located in the download panel. Select the recipients of the report and the frequency with which you want to generate and send the report.
create 2


2. Click Create


Tip: In addition to changing the frequency of sending and receiving your reports, you can easily create variations of existing reports, with the option Create a similar report. You can also change the names, format and timing of your existing reports. To do this, simply click Reports in the left panel of your AdWords account, below the list of campaigns.

Shared budgets allow you to allocate budget on multiple campaigns. If you have set a budget for your AdWords marketing ads, consider using a shared budget instead of setting individual budgets for each campaign. When you use a shared budget, AdWords can automatically adjust the allocation of spend to the various campaigns to help you to improve your return on investment . You can always revert to individual budgets to have more control over what you spend for each campaign.

A shared budget is ideal if you do not have the time to monitor the budget for each campaign, but you still want to get the most possible clicks from your ads within a defined budget.


Suppose you set a daily budget of EUR 100, divided equally between two campaigns. At a given day, a campaign can receive fewer impressions and clicks than usual, and you will then spend 40 EUR. With a shared budget, AdWords can use remaining EUR 10 and allocate it to the second campaign to maximize your overall performance.



Define a shared budget

  1. Click the tab Campaigns .
  2. In the left navigation bar, click on the link shared library .
  3. Below this link, click Budgets .
  4. Click + Budget .
  5. Enter a name for your shared budget, select the campaigns that apply and set the daily budget value.
  6. Click Save .
  7. Note that the budget takes effect only when you apply it to individual campaigns. In the table “Budgets”, click the name of the budget that you want to apply and click Apply campaigns.

You can always change your shared budget on the shared library page.


Change budget during the day

If, during the day, you decide to go from a individual campaign budget to a shared budget or vice versa, AdWords will start running your ads from the time you make the change.


Imagine that you have four campaigns, each with a budget of 6 EUR. At 3pm, each campaign has reached the limit of 6 EUR. At 4pm, you decide to create a shared budget amount of € 24 for the four campaigns. Your budget will be shared with an effective budget amount of EUR 24, as if the EUR 6 per campaign had not been spent.


Delete a shared budget

Each AdWords campaign have to have a budget, you can not delete a shared budget only if it is used by any campaign.

To remove a shared budget for your campaigns, follow these steps:

  1. Click the tab Campaigns .
  2. In the left navigation bar, click on the link shared library .
  3. Below this link, click Budgets .
  4. Click the name of the budget to remove.
  5. Click the name of campaigns that use the shared budget.
  6. In the tab settings for each campaign, click Edit in the “Budget” section.
  7. Select Individual Budget .
  8. Click Save .
  9. Repeat steps 1-9 above for each campaign using the shared budget.
  10. In the section Budgets of the shared library, select the budget you want to delete.
  11. Click Delete .

The bids and budgets suggestions that AdWords offers in this tab can help you to get more traffic (ie, clicks and impressions), to improve the ranking of your ad and to achieve better performance. The opportunities tab can offer you the following suggestions:

Top of the page bids

AdWords may propose you to set a bid equivalent to the estimated top of page bid for the top keywords in your account. AdWords can also show you the number clicks or clickthrough rate (CTR) that you are more likely to have each week if you increase the bids for those keywords.

The top of page bid estimate is the approximate amount of CPC bid (cost per click) you must set for your ads to be shown regularly on the AdWords top positions. If you opt to go for this amount, your ads are eligible to appear on the top 3 positions, that is to say where your potential customers are more likely to click.

Use the first page bid estimates

AdWords may propose you to set a bid amount equivalent to the estimated first page bid for keywords in your account. AdWords can also show you the number of impressions your ads were missing out during a period of seven days, because the CPC bid was too low.

The estimated first page bid is the approximate amount of CPC (cost per click) you must define for your ad to reach the first page of Google search results when the search term exactly matches your keyword. If you opt for this amount, you ads are eligible to appear on the first page of search results, that is to say where your potential customers are more likely to click.


AdWords Opportunities Tab suggestions - Image

Reduce the amount of your bid in the case of your campaigns are limited by budget

AdWords may suggest you to reduce the CPC on your campaigns that are limited by budget. We can also show you the number of additional clicks you’re likely to save each week if you reduce this amount.

By reducing the amount of your bid, you reduce at the same time your average cost per click (average CPC) , which is the average amount you pay per click on your ads. In the case of campaigns that are not limited by budget, a lower CPC can help you get more clicks without changing your budget.

Bid adjustments by geographical areas

If you have configured conversion tracking, AdWords may provide you with ideas to make bid adjustments to your campaigns, depending on geographic areas. AdWords offer these opportunities if your conversion data indicate that clicks in these regions may or may not generate conversions. We can also indicate the additional number of conversions that you are likely to have if you are implementing the bid adjustments.

Thanks to bid adjustments based on geographic zones, you can set bid more or less competitive depending on the geographical origin of research. Use this feature to focus on geographic areas that get you the best ROI.

Increase your budget

AdWords can suggest you to increase the daily budget of your campaigns that are limited by budget. AdWords can also show you the number of clicks your ads have not accrued during a period of seven days, due to a limited budget.

If your campaigns are limited by budget, your ads may not be shown as often as possible. In addition, it means that your budget is lower than the recommended daily budget. In this case, the AdWords system determines that your budget can not handle all the traffic available for your keywords. By increasing the amount of your daily budget, you can avoid missing out on potential customers.