What is IP address exclusion?

This is a boon from Google Adwords apart from the Location & Language targeting. We can exclude upto 100 Internet Protocol Address per  campaign. We can refine our targeting with this specified feature of Adwords. We can specify the IP's where we don't want our ads to be appeared. All ads within the campaign will not get displayed for the IP that are excluded.
But We should be very careful while using this feature because some large internet providers use a range of IP addresses an many of the internet users use them as the proxy so while blocking them the users using that IP as proxy will also not be able to see the ads.

Do Enhanced CPC helps to Increase the ROI & Conversion?

A new automatic bidding feature in Adwords named as Enhanced CPC helps us to increase the ROI & Conversion.Now the question arises that how the Enhanced CPC adjusts the bidding at the real time, so it is done by the historical performance of the Conversion Tracking. It increases or decreases your Max CPC according to the historical data of the conversion tracking tool.It adjusts your Max CPC based on the likelihood that our ad gets converted.



How It Acts?

Let us elaborate this through a example let i have the keywords seo services, seo services india, best seo services each having bid of $0.30 Now if a user is searching for the keyword "seo services india" and adwords tracks that this keywords had performed well for me in the past and was converted well then increases the bid to $0.32 for the specific auction ,So if the conversion is very high the Enhanced CPC can increase the bid upto 30%.
                                                On the other side if any keyword had not performed well in the past then the bidding can be decreased upto $0.20. So in the mentioned way Enhanced CPC helps to increase the sale and improve the CPA.

 

Site and Category Exclusion

Beyond keyword bids, with the Content Network we also are given the option to exclude certain sites that are either irrelevant or are not performing. We can just exclude those websites which are not generating conversion and just increasing the spend. We should always keep in mind that content network campaigns are of high volume and can cause a lot of spend so we should analyze them very specifically. We can use the "Site & Category Exclusion" that is mentioned in the Reporting and Tools to just block the websites on which we don't want that our ads get on.
                                       Once we get the proper understanding of the performance of the campaign we should do this exclusion practice on a regular basis.

How to work on Google Content Network?

A basic problem which a new advertiser faces while working with Google Adwords is to find success on Google Content network. It can be little dicey but if you just work intelligently on it, will act as a boom for your advertising.It can help a lot to new advertisers to expand the reach of the websites. Before you just hit for content network you should be aware of the fact that it will drastically increase the number of impressions, which overall decrease the CTR of the campaign and leads towards a much lower conversion  rate.
                                                                Therefore what i will suggest is to go for a new separate campaign for content and search network.so that we can track what is going on and manage it easily and effectively.



There are different approaches through which we can take over the content network and generate fruitful results to improve the performance of the campaign.
1) We can choose the keywords and select automatic placement and google will itself match the theme and will show the ads on the same theme websites matching with the theme of the keywords.
2) Instead of using keywords we cain select the placement through which we can just show our ads on the selected websites. We can make this step easier by using the "Placement tool" given in the Reports & Tool Section of Google Adwords.
3)We can combine both the keywords and placement to show our ads on relevant websites.

Now the Question arises that how to manage the bids in a content network? So just as we manage the bids in the search campaign in the similar way we can just work out in content network.But it is more challenging here because in content network we can not check the performance at keyword level we will have to check out at adgroup level so we should be very cautious.

Negative Keywords Are The Most Positive Point Of A Adwords Campaign

Negative keywords are the best way to refine your search. Just by having a view at your search term query report you can get the idea of the negative keywords which you have to add to refine your search. A negative keyword can be added as broad,exact or phrase match.

                                                            Negative keywords can be added either at the Campaign level or at Adgroup level but it is more easier to add negative keywords at the campaign because it can be managed properly and will save you time too. Now Google has added a option of negative keywords to Adwords so it is very easy to add negatives.