AdWords agency

from Wikipedia, the free encyclopedia

An AdWords agency (since 2018: Ads agency) manages advertising budgets and oversees advertising campaigns for Google Ads (formerly AdWords) on behalf of customers.

overview

With Google Ads (until 2018: Google AdWords), advertisers have been able to place targeted advertising on the Internet with small text and image ads since the end of 2000. The Ads system is a highly automated planning, booking and advertising marketing system. Since 2003 the first media agencies have started to specialize in the ads system. The term “AdWords Agency” originated when Google began to certify media agencies as “Google AdWords Professionals” in 2005. Since the renaming of Google AdWords to Google Ads, many former AdWords agencies now refer to themselves as Ads agencies.

history

In 2003 there was little know-how in search engine marketing in the German advertising market . During this time, some companies began to specialize in the new marketing model offered by Google, and made significant profits through the clever integration of click arbitrage and affiliate marketing . As of 2005, Google stopped the previously available option of using ads for affiliate marketing. At the same time, Google started a certification program for media agencies. The aim was to bind the agencies more closely to Google as ads marketing partners.

Until the end of 2008, certified agencies received commissions and kick-backs from Google, which were based on the amount of the agency customers' advertising expenditure. In this way, an ads agency could receive up to 7.5% of its customers' advertising budget as commission from Google. From the beginning of 2009, many ads agencies began to offer success-based ads marketing either through revenue or profit sharing.

In 2010, Google ended the agency certification program “Google AdWords Professionals” that had been in place since 2005. The "Google AdWords Certification" certification program, which was newly established in May 2010, includes more comprehensive and strategically oriented training and certification options for agencies, and above all a larger, practically designed test section.

In 2013, the Google certification program was replaced by a new system for agencies and experts in the field of online marketing: Google Partner .

In 2018, the advertising medium previously known as Google AdWords was renamed Google Ads. This also had an impact on AdWords agencies, which since then increasingly refer to themselves as ads agencies.

Advertising opportunities with Google Ads

In 2000, the Internet company Google launched its product AdWords (today: Ads) initially as a test version with 500 selected website operators and only in English. In 2004, Google Ads was also available in German, Spanish, French, and Chinese. In the years that followed, the terms of use were changed. Significant steps included the introduction of API usage fees in 2003, the integration of the YouTube video platform into the advertising network in 2012 and the introduction of product listing ads in 2013.

Google itself distinguishes between a search network (including Google search and Google Maps) and a display network (YouTube or Gmail ). The billing models CPC (Cost-per-Click) and CPA (Cost-per-Acquisition) are available in the advertising networks. In addition, the display network is billed using the CPM model (cost per 1000 impressions).

Mobile, tablet and desktop

In the Ads account, the campaign alignment to different device types is an area that can be edited in the extra tab "Devices". A campaign can be aimed at desktop, tablets and mobile devices. Ads users have the option of setting the bid from -90% to +900% (-100% means that the ad is not shown on the respective device type). The device-specific bid adjustments can be applied to Google Search, the Display Network, Google Shopping and YouTube at both the campaign and ad group level.

Google search and partners on the search network

An Ads search campaign is automatically displayed in the Google search results and on partner sites when it is activated. Partners in the Google search network can be their own services such as Google Maps or Google Images, but also other websites. The search in partner search networks is also based on the predefined keywords, so that the text ad is only shown for relevant queries.

Website operators can - if a significantly poorer performance was found on the partner sites - adjust the advertising networks in the campaign settings in the Ads account and, if necessary, remove the checkmark for "Include search network partners". However, if the website operator determines that the performance in the Google search is worse than in the partner sites, it cannot rule out the Google search itself. The CPC must be used for optimization here.

Google Display Network (GDN)

The display network is one of many Google networks that participate in the AdSense program and offer advertising space that is auctioned via ads. With advertisements in the display network, companies can create awareness among users, increase their reach and actively develop their brands (branding).

In contrast to the search network, the Google Display Network offers more ad formats such as rich media, image, flash ads and videos in addition to traditional text ads. In addition, website owners can choose the size for the formats. The exact guidelines for the ads can be found in the Ads Policy Center.

The pricing in the display advertising network is divided into two different billing models. On the one hand, the CPC model, in which a maximum click price is set and is only paid when the ad is actually clicked. The other is the CPM model, in which a maximum advertising budget is set and only the impressions are counted. The clicks are irrelevant with this model.

In addition, website operators can define individual alignment options in the Google Display Network:

  1. Placement targeting: Here, individual placements are selected directly on which the display ad should be shown. To help, users can use the DoubleClick AdPlanner or the placement tool in the Ads account.
  2. Contextual targeting: With this option, a further distinction is made between keyword-related and topic-related targeting. Ultimately, the operator gives Google only one specific topic for the advertisement.
  3. Interest-based targeting: Via interest categories and retargeting , website operators can display targeted messages based on the user's previous surfing behavior.

Google shopping

With Google Shopping campaigns online retailers can advertise their products. To start a campaign, both an Ads account and a Merchant Center account are required.

In the Merchant Center account, all product-specific information such as price, availability, product description, etc. can be controlled via a data feed. This data feed must be created beforehand and adapted to individual needs. Google provides various input methods for this, such as the planned retrieval or Google Sheets.

Google itself recommends using the planned retrieval of product data for shops with a larger assortment, since important information is quickly adjusted automatically. Google Sheets, which can be edited at any time via Google Drive or the Merchant Center, are recommended for shops with a small range. To activate the Google Shopping campaign, the following attributes must be added to the data feed:

  1. Article ID (unique)
  2. Title (product name)
  3. Description (max. 5,500 characters)
  4. Product url
  5. Condition (new, renewed, used)
  6. price
  7. Availability (pre-ordered, in stock, out of stock)
  8. Image link
  9. GTIN (13-digit number under the barcode)
  10. MPN (no mandatory information)
  11. brand
  12. Google product category
  13. Product type (optional entry)

In the Ads account, the alignment of the shopping campaigns can be set and basic settings can be made. Before the Merchant Center and the Ads account can be linked, the billing settings must be adjusted in advance. The user can then select a campaign name and the country of sale. By default, Google chooses the automatic bid strategy for its bid strategy. However, the user can always set an individual CPC bid to control the daily budget.

YouTube

YouTube videos can be advertised using Ads for Video. The prerequisite for this is that the video is "not listed" and the account is linked to the Ads account. "Private" videos cannot be played via ads. Website operators can link unlimited YouTube accounts with the Ads account. Ads also provides performance statistics.

Different ad formats:

  • TrueView in-stream ads run at the beginning, end or in the middle of a YouTube video. They start automatically and can be shown in YouTube Videos, on Display Network video publisher websites, in apps, and in games. An advertiser does not have to pay for the video ad until a user has watched the video for at least 30 seconds. The billing model is CPV (cost per view).
  • Video Discovery (formerly: In-Display) ads are shown either above the YouTube search results, next to a related video, as an overlay or on partner sites. The ad itself consists of a text (including a heading & description) and a small picture. Video Discovery ads can only link to their own YouTube channel or playlist, but not to their own homepage.
  • With a YouTube GDN campaign, website operators have the option of placing banners on YouTube in order to direct users to their own website or to additionally advertise the video. The advertising banner must be in the 300 × 250 format and the placement orientation must be set to “youtube.com”.
  • Bumper ads are short videos and appear before, during, or after other videos on YouTube, on partner websites, or in apps on the Display Network. The user has no option to skip the video. Billing is based on the CPM model (cost per 1000 impressions).
  • Masthead ads are located at the top of the YouTube homepage and are displayed on desktop, mobile and tablet 24 hours a day. YouTube mastheads can consist of rich media elements, a video or live streaming components and represent the most expensive advertising format variant with a fixed daily budget on YouTube.

Google MyBusiness

Google Ads has also been running in Google MyBusiness since May 2019.

App campaigns

Since October 2017, there is only the campaign type "Universal App Campaign" (UAC) in app promotion via Google Ads. Before this change, there was the option in the Ads account to advertise an app using regular search and display campaigns. The difference between these two options is that UAC can only run with target CPA settings. Before that, it was also possible to bid via the CPC model. Campaign alignment, ad rotation and bid setting are organized automatically by Google. Basic settings such as language or region are still to be determined by the user. Universal app campaigns can be created under the “Campaigns” menu item in Google Ads.

Google partner

Since October 2013, companies and individuals have been able to participate in the Google Partner Program and be certified as a “Google Partner”. A certified Google partner is an ads expert.

conditions

The Google Partner Status is a recognized proof of the acquired know-how in the creation, management, optimization and analysis of Google Ads campaigns. Various requirements must be proven for this:

Individuals:

  1. Passed the Ads basic exam plus at least one advanced exam.
  2. Acceptance of the terms of use.

Companies:

  1. Campaign management worth at least $ 10,000 within 90 days.
  2. At least one employee can prove an individual Ads qualification.
  3. Acceptance of the terms of use.
  4. Creation of a partner company profile.
  5. A stable total Ads turnover can be proven.
  6. Evidence of a growing customer base.

Ads expert

As part of the Game-On Challenge for certified partner agencies, Google hosted a temporary special event in 2016 and 2017. Candidates should be able to take all six Ads exams within the first quarter of the year.

Ads checks:

  1. Ads basics: Questions about the general basics of Google's advertising networks, campaign management in Ads, evaluation and optimization of Ads campaigns.
  2. Search engine advertising: Questions about basic and advanced concepts for creating, managing, analyzing and optimizing search network campaigns.
  3. Display network advertising: Questions about advanced concepts for creating, managing, analyzing and optimizing campaigns in the display network.
  4. Mobile advertising: Questions about basic and extended concepts in mobile advertising, including bidding, ad formats, targeting / analysis / optimization of mobile ads campaigns.
  5. Video advertising: Questions about basic and advanced concepts for creating, managing, analyzing and optimizing campaigns on YouTube.
  6. Google Shopping: Questions about basic and advanced concepts for creating Merchant Center accounts, product data feeds and shopping campaigns.

The test subjects had to answer a total of 505 questions within 10.5 hours. For the exam, prospective Ads experts were able to familiarize themselves with the working materials in the Google Portal. The certification itself took place either as part of a three-day Ads expert certification boot camp or online at home in the Google Partner Portal. After successfully passing the test, the candidates received a framed personalized certificate with the title "Ads Expert".

Activities of an AdWords agency

An ads agency offers services in the field of creation, support and optimization of Google Ads campaigns.

Account setup

Before an Ads campaign can be started, an Ads account is required. This requires an email address and ideally a website. Companies without a website can use Ads Express to advertise.

Account management

The following tasks fall within the scope of account management by an ads agency:

  • Keyword research : Which keywords are relevant in terms of search volume, competition and conversion ?
  • Match Types: Ads offers users different options - so-called match types - to post search terms. An ads agency books the various keyword options (Broad Match, Modified Broad Match, Phrase Match, Exact Match and Negative Match) and defines subject-related keywords.
  • Creation of new campaigns, ad groups, ads: This also includes the regular adjustment of ad extensions. This is additional information such as sitelinks, location and reviews.
  • Structuring the campaigns: An ads agency sets up the ad group structure.
  • Budget control: which keywords and ad groups are performing well?
  • Checking the website quality: In addition to looking after the ads account, an ads agency creates and optimizes themed landing pages .
  • Formulation of advertisement texts: An ads agency creates advertisement texts with keywords and call to action elements
  • Creation of display campaigns: This includes setting up frequency capping and choosing a switching method.
  • Evaluation of the attribution models
  • Evaluation of the ad performance in terms of CTR
  • Improvement of the CTR through optimized ad texts
  • Review, manage and optimize the Google Shopping Feed
  • Creation and discussion of reports

There are various models of fee, such as a monthly fixed salary, a proportionate amount of advertising expenditure, a share of sales , a profit-sharing scheme or combinations of the various models.

literature

  • Anne Marx: Media for Managers: Everything you need to know about media and media agencies , Gabler Verlag 2008
  • Ralf Nöcker, Heiko Burrack: From pitch to award: How advertising is done. Insights into an unusual industry , FAZ book 2008
  • Susanne Rupp: Google Marketing: Advertising with AdWords, Analytics, AdSense & Co , Markt und Technik Verlag 2010

credentials

  1. ↑ Laura Höß: Introduction to Google AdWords. September 6, 2015, accessed on November 26, 2019 (German).
  2. ↑ SEA for Beginners - Part 9: Campaign Settings Part II. In: Bloofusion Blog. Retrieved November 26, 2019 .
  3. ↑ Hellen Pitikaris: Google Search vs. Partners in the search network - avoid unnecessary AdWords costs. In: morefire. August 9, 2016, accessed November 26, 2019 .
  4. ↑ Make the right use of Google's display advertising network. Retrieved November 26, 2019 .
  5. ↑ Ad formats and pricing in the display advertising network. Retrieved November 26, 2019 .
  6. ↑ Run ads on YouTube with AdWords Video. In: Projecter GmbH. February 24, 2016, accessed November 26, 2019 .
  7. ↑ YouTube advertising: Masthead | xeit - Agency for Social Media Marketing and Online Marketing. Retrieved November 26, 2019 (German).
  8. ↑ Ads are also becoming more and more prominent in Google My Business | AdPoint. Retrieved November 26, 2019 .
  9. ↑ Google AdWords universal app campaigns - finnwaa.de. Retrieved November 26, 2019 .
  10. ↑ Lucia Yapi: Search engine advertising with Google AdWords: Edition January 2016 . wifimaku, January 20, 2016 ( google.de [accessed November 26, 2019]).
  11. ↑ ralfpressler: Google AdWords expert. In: Digital & Marketing Profi. February 29, 2016, accessed on November 26, 2019 (German).
  12. ↑ New to AdWords? Our tips for beginners | eMinded. In: eMinded GmbH. October 18, 2017, accessed on November 26, 2019 (German).