Recently we’ve been running a number of posts focused on helping new and overworked advertisers get more out of Google AdWords, such as:
- The Overworked Advertiser’s Guide to Bid Management
- Bid Management for the Overworked Advertiser, Part 2: CPA Bidding with Conversion Optimizer
- Google AdWords Quick Wins: Two Reports that Could Save You Thousands
- AdWords Quick Wins, Volume 2: More Reports that Could Save You Thousands
And towards that end, we want to share some quick, simple answers to frequently asked questions from new advertisers. These issues can burn your AdWords budget in various unintended ways if you’re not aware of the potential pitfalls.
What is Adsenseformobileapps.com?
Adsenseformobileapps.com is a domain owned by Google that redirects to a help page on Google.com entitled “Showing ads on mobile apps.” You may have discovered this domain, as many people do, by looking at your network tab and placement report in Google AdWords:
This isn’t actually a domain, though, obviously, as it directs to a Google help page which doesn’t display any ads. It’s actually representative of mobile applications running AdSense in-app.
For some advertisers this type of activity may drive perfectly relevant traffic – for others, however, you might be spending a lot of money and not converting the traffic, so it can be valuable to understand that this isn’t in fact a single domain but rather mobile traffic from AdSense ads. For instance, you can leverage different device targeting based on this knowledge, or possibly further investigate why this is happening by seeing how your site displays in mobile via a handy tool to test in different resolutions on different devices.
How Do I Know Which of My Offers Are Working?
A common concern for advertisers is measuring the effect of secondary offers they’re tracking, such as white papers, newsletters, etc. It seems obvious, but many advertisers look at a rolled up version of “total conversions” without digging deeper to get a sense of how many conversions of each offer type they’re generating. A great way to do this is to set values for each conversion based on the dollar value that action has for your company, but if you’re just looking to get a quick picture, pulling a report for the destination URL within the dimensions reporting tab is a good, quick way to get a picture of how each of your landing pages (or offers) are performing based on the spend you’ve pushed to them and the conversions and actual business they’ve driven.
How Do I Keep My Retargeting Ads from Just … Targeting Everyone?
Another common challenge for new advertisers is figuring out how exactly to set up a re-targeting campaign – not just best practices, but the actual tactical steps to go about creating a campaign that targets folks who have visited your site but not anyone else, so that you can show them specific creative. To do this you have to:
- Create an AdWords audience
- Create a campaign with specific network settings enabling the specific reach setting:
This will ensure that you’re only showing ads to the groups you explicitly target.
- Create ad groups based around these audiences. If you’ve created the audiences properly, you’ll only be showing the ads to folks who have visited your site.
You can also refine your retargeting efforts even further by targeting users who are viewing specific content based on keywords, and just as with any display campaign you can monitor the performance of specific placements and designate that traffic as managed, turning bids up or down on those placements.
Are Your Image and Text Ads In the Same Campaigns?
Typically breaking out image campaigns and text-based ad campaigns can really help you to better focus your image creative across different ad groups, as well as allowing you a chance to measure the different creative very cleanly and manage bids and budgets for the different campaigns differently. By managing all of these ads within the same campaign, you may be creating segmentations of keywords that are trying to serve two masters (your image ads and your text ads) and it may be muddying your data analysis on these groups.
As with the other quick wins and potential for low hanging fruit we’ve tried to share, these suggestions aren’t a substitute for the fundamentals of good campaign management, but they may be able to help you look at your campaign in a slightly different way and keep some common issues from burning up your AdWords budget.