आज का समय ऐसा है अगर आप Google search engine पर कोई valuable keyword search करे तो 90% chance है की पहले कुछ result आपको paid दिखे।
यहाँ पर मैंने search किया room for rent in Delhi,
तो जो रिजल्ट दिखे आप खुद देख सकते है.
कोई कितना भी SEO कर ले लेकिन Google search पर कभी भी आप इन paid search से ऊपर नहीं आ सकते है और 90% business जो की conversion, sales बढ़ाना चाहते है वह इसी का इस्तेमाल करते है.
हाँ ‘Google Ads’ जिसे ‘Google Adword’ के नाम से जाना जाता था.
अगर आप कोई small business करते है और अपने business को grow करना चाहते है. तो आप को एक बार Google Ads को जरूर try करना चाहिए और इसके लिए मैं यह पर Free Google Ads Scratch course या Google Adword tutorial Hindi लेकर आया हूँ. लेकिन उससे पहले जानते है.
Google Ads AKA Adword क्या है?
What is Google Ads? यह एक online advertising system है जहाँ पर advertisers keyword पर bid करते है और अपना clickable ads को search engine page और इसके partner site पर दिखाया जाता है.
Google Ads keyword auction (नीलामी) पर काम करता है और advertiser इन्ही keywords पर biding करते है.
Google Ads Core Benefits:
Google Ads के माध्यम से advertisers’ जैसा चाहे वैसे audience को target कर सकते है और इसके कुछ core features हैं.
Reach your marketing goals
Google Ads के माध्यम से आप Ads customize कर सकते है जैसे की Goals setup कर सकते है, Clickable Call button add सकते है, Phone call setup कर सकते है और भी बहुत कुछ लगा सकते है.
Target your ads with keywords
अगर आप Google Search engine पर advertise करना चाहते है तो search ads के माध्यम से किसी भी specific keyword पर ad बना सकते है और उसे सर्च इंजन पर लगा सकते है. जब भी कोई उस keyword को सर्च करेगा तो आपका ad उसे दिखेगा.
Google Ads Account Overview:
Google पर advertise करने के लिए आपको इसका account बनाना होगा और इसके लिए आपको इसके सभी core features को समझना होगा जैसे Ads format, Cost mode और Ad setup जैसे चीज़े.
आईये हम step by step Google Ads account और इसके functionality के बारे में समझते है.
[STEP.1] Account Setup
सबसे पहले आपको advertiser account setup करना होगा और इसके लिए आपको किसी special document की जरुरत नहीं है आप Gmail account setup कर सकते है.
Google Ads campaign एक ad campaign होता है जिसके अंदर बहुत से Ad Group होते है और फिर उनके अंदर Ads होते है. एक normal ad campaign को product, location या किसी भी segment के लिए बनाया जाता है.
इसके कुछ quick सवाल और जवाब है उनके बारे में जानते है.
Google Ads campaign कैसे बनाये?
- Google Ads अकाउंट में लॉगिन करे.
- Campaigns ऑप्शन पर क्लिक करे.
- New Campaign पर क्लिक करे.
- Campaign goal select करे.
- Campaign Type select करे और उसके हिसाब से goal & reach option select करे.
- Continue पर क्लिक करे.
- Campaign का नाम दर्ज करे.
- Campaign Network select करे.
- Campaign target location & language सेलेक्ट करे.
- Audience select करे.
- Budget and bidding सेट करे.
Conversion extension सब काम आप campaign setup कर सकते है और save कर दे आपका campaign successfully create हो जायेगा।
Note: Google Ads campaigns के हर एक step और function का अपना एक महत्वपूर्ण भूमिका है मैंने यहाँ पर एक standard campaign setup के बारे में बताया है. Campaign के साथ हमेशा Ad Group और Ad create करना होता है और मैं यहाँ पर इन दोनों के standard format के बारे में बताता हूँ.
Ad Group कैसे बनाये?
Campaign बनाने के बाद Ad Group बनाना बहुत आसान हो जाता है और आप एक campaign के अंदर 20,000 Ad group (20,000 ad groups per campaign) बनाया जा सकता है.
- Ad Group का नाम दर्ज करे.
- Keywords enter करे.
- Save & Continue करे.
Note: Ad Group बनाने के बाद Ads setup किया जाता है आप 50 text ads per ad group बना सकते है.
First Google Search Ad कैसे बनाये?
Final URL – यहाँ अपना URL दर्ज करे जहा पर आप user को आप भेजना चाहते है.
Headline: Headline 1, Headline 2, Headline 3 तीन headline मिलते है text ad के लिए जिसमे 30 characters के Title लिखते है.
Display path – इसमें एक custom URL path दीखता है जो final URL नहीं होता है बस search में दिखता है.
Description: Description 1, Description 2 दो डिक्रिप्शन मिलते है जहा पर 90 characters text ad कर सकते है.
अगर आप चाहे तो Tracking template भी सेट कर सकते हैं फिर Save & Continue कर सकते हैं.
Google Ads Interview Questions 2019
Question 1) Define Ads
Ads formally known as Adwords, is an advertising platform by Google where the keywords go through a bidding process. The search engine and its affiliated sites then display the advertisements based on these keywords, when a user searches for a product or service online. The advertiser has to pay for every click on his advertisement.
Question 2) what do you mean by Ads keywords?
Ads Keywords are the phrases, which are auctioned by Google and advertisers bid on them. The advertisement shall then appear on a Search Engine Page Result (SEPR) based on the auctioned keyword when the user is looking for a product or service. The keywords can be searched using a Google Keyword Planner where an advertiser can also check the performance of a specific keyword.
Question 3) what is Google Quality Score?
In order to make sure that the advertisements displayed are relevant to the users, Google uses metrics. The Google gives a quality score to every keyword, which depends on certain factors such as CTR, keyword relevance, and the quality of the landing page. A high-quality score will result in higher ad ranking thus getting more conversions.
Question 4) Explain what is an ad group in Google Ads?
Ad group is an umbrella term for all the Ads advertisements, keywords, and landing pages. It contains one or more ads that target a shared set of keywords. An advertiser can put relevant keywords in one ad group and not dump all the keywords into the same ad group. Google rewards those advertisers who use well-structured ad groups in their campaigns, thus; one should use ad groups to organize the ads by a common theme. You can bid on your ad group’s keyword to trigger ads or you can also set individual prices for each keyword in your ad groups.
Question 5) Explain what is conversion optimizer in Ads?
Conversion optimizer in Ads is a feature that helps you drive more conversions at lower cost. It uses your Ads conversion tracking data to manage the bidding process at keyword level so that your ads drive as many conversions as possible at or below your (advertiser’s) specified cost per conversion (also called cost per action, CPA). It helps in getting a better return on investment by segregating the unprofitable clicks from the profitable clicks for your campaigns.
Question 6) Explain how does a Google auction work?
Once a user shoots a query in Google search box, the search engine processes the request and runs an auction. It checks the keyword entered by the user and if one or more advertisers are bidding on that keyword, then auction in triggered. Once the auction process starts, Google looks upon various parameters such as advertiser’s quality score which includes CTR, ad relevancy, etc and maximum bid given by the advertiser. The ad with the highest ad rank (maximum bid x quality score) wins the auction and the ad is displayed in first position. The SERP contains 7 ad positions and the auction process decides the ads position of each ad run by different advertisers.
Question 7) what are Google Ad Extensions?
Google Ad Extensions are extra space provided to advertisers for giving additional information about their business. These include extra snippets of relevant information about your business such as location, phone number, business ratings, sitelinks, offer ads or a link to some specific website. Ad extensions are free to your ads without any extra payment of clicks. It also improves your site’s visibility and can help you generate more lead which in turn would create greater ROI.
Question 8) what is the formula to find CTR (Click through Rate)? Does CTR help in improving quality score?
CTR is calculated by dividing the total clicks on your ad by the total impressions received by your ad and then multiplying it by 100. You can use CTR to gauge the efficiency of your keywords and improve those keywords, which are less result-driven. A higher CTR is a good indication that your ads and keywords are relevant to your users.
CTR= (total clicks/total impressions) *100
Question 9) what is the first step that you should take if your ads get disapproved for any reason?
Google is entitled to disapprove any ad if it doesn’t lies within its protocols. If your ad gets disapproved, then you will receive an email from Google saying that your ad has been disapproved. You have scrutiniz your ad and find out the reasons for disapproval. Once you know the reason, you have to work on editing your ad and fix it immediately. Sometimes, you need to change the content of your ad and sometimes you have to alter it along with your website. However, there are other reasons for disapproval of ads that marketers should be aware of like your ad may contain some copyrighted elements or your root domain is different in your display and destination URL.
Question 10) what is the significance of Impression share metric?
A PPC campaign takes help of various metrics to check the performance of your campaign. One important metrics among them is Impression share metric that marketers have to eye on for checking the efficiency of their ads. It is gauged by dividing the impressions you’ve received on the search network with the estimated number of impressions you were eligible to receive. High search impression share is a positive indicator of whether or not your budget can support the search volume of your keywords.
Question 11) what is Google Ads Double Serving policy?
In order to make the auction process fair and to avoid abuse in ad networks, Google has discouraged advertisers from running ads for the same or similar businesses across multiple accounts triggered by the same or similar keywords. This policy is known as ‘double serving policy’ and Google has strictly prohibited multiple ads from the same company from appearing on the same search engine result page. It curtails the problem of displaying more than one ad and users can see ads from different companies in one SERP.
Question 12) Mention in Google Ads those options, which can’t be changed after creating an account?
Advertisers have to be extremely careful while creating the Ads account of their clients. Once the account is made, there are few options, which cannot be edited or changed. These include Time zone and currency. Time zone and currency are used to determine how you are billed.
Question 13) Explain what is the meaning of CTR and how you can calculate?
CTR also known as click-through rate is a metric that tells about the number of visitors on your ad per number of impressions of your ad. It is calculated by using the formula: (total clicks/total impressions)*100. It plays a major role in determining the quality score and the price you will pay for each click no your ad.
Question 14) Mention what are the types of Keywords?
There are five categories of keywords:
• Broad match – These keywords let you reach the widest audience possible.
• Broad modifier – It lets you have a wider audience reach but also ensure better control than broad match.
• Phrase match- “Your ad will only appear when a user puts your key phrase in the exact order you enter them, but there might be other words either before or after that phrase.
• Exact match- these are the most specific and restrictive keyword type.
• Negative keyword- it is used when the advertisers do not want to display their ads in specific keywords.
Question 15) What is an API and what all things can be done using Google Ad API?
Ads API allows developers to build an application that interact directly with their account details on Ads server. It facilitates the following activities-
• You can automatically generate keywords, texts, landing pages and custom reports.
• It manages your account by developing additional applications and tools.
Question 16) Explain how you can track conversions in Google Ads?
Tracking conversions can be done by using basic tracking code provided by Ads and modifying it with additional code unique to a particular platform. The view-through conversion window option tracks the impressions of your ad. You can also access the search funnels inside the tools and analysis, where you can know when your customers first click the ad and how frequently they saw your ad before converting.
Question 17) Mention what is the limit set for the number of characters for Ads ad?
The headings should contain a maximum of 25 characters whereas the second description line should contain a maximum of 35 characters. Description URL consists of 1024 characters and it doesn’t contain any image in URL.
Field Max length
Headline 1 30 characters
Headline 2 30 characters
Headline 3 30 characters
Description 1 90 characters
Description 2 90 characters
Path (2) 15 characters each
Question 18) Can you explain how does Ad rank impact Cost-Per-Click?
Ad rank tells how high on the SERP the advertisement will be displayed. It is very important to understand the impact of ad rank on CPC because it plays a major role in determining the actual CPC that your competitors pay when someone clicks on their ads. Cost per click is the actual amount that you pay to Google when someone clicks on the ad and not what you are most willing to pay. Ad ranks help to determine both your ad position and CPC of your nearest competitor.
Question 19) How does Ads bidding work?
Ads bidding process helps in determining the actual position of your ad. It is calculated by multiplying the maximum bid with the quality score of the advertiser. The highest ad rank gets the first ad position in SERP. Your actual CPC will be determined by the ad rank of the next highest competitor divided by quality score of your ad. Ads bidding heavily penalizes advertisers who bid with low-quality scores.
Question 20) How many times does a Google auction run?
Google auction runs billions of times each month. Change in bidding amount or the quality score of one advertiser will have an impact on your ad position. The results are such that users find ads that are relevant to their query. Advertisers try to connect with their potential customers at the lowest possible prices and Google earn billions of dollars in revenue.
Question 21) What is the maximum number of campaigns and ad groups you can create in Ads?
Following are the maximum number of campaigns and ad groups you can create in Ads.
Number of campaigns (both paused & active) : 10,000
Number of Ad groups per campaign: 20,000
आपका ad अब ready हैं बस billing information submit करके आप Ad run करा सकते है लेकिन यह एक standard format है. आपको इससे जानकारी मिलता है की Google Ads का इस्तेमाल कैसे करना है? ना की के optimize ad setup करने के बारे में जानकारी मिलता है. Best Performing Ad बनाने के लिए आपको हर एक advertising पहलु को समझाना होगा.