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Google Ads in shorts

Each Google Ads campaign type can help support your unique business objectives. Let’s review a few examples:

Display: Increase brand awareness when users are browsing content they’re interested in online.
Shopping: Promote your products, share details about your inventory, and boost traffic to your online or physical store.
Search: Drive action on your site when users are searching for similar products or services.
Video: Reach your target audience at scale and bring your business’ story to life.

Local Ads to bring customers for Training. Search Ads with call ad extension and Display Ads for Awareness.

https://support.google.com/google-ads/answer/6146252
https://www.youtube.com/watch?v=cOTMWqwUXPU&list=PL9piTIvKJnJNvhf_KbIN1q22JH9VESLN8

SDC–
Delivers both remarketing and re-engagement/prospecting on Display with performance, simplicity, and low time commitment

Note: Smart Display campaigns are capable of running dynamic remarketing if you can connect data feeds to them. So, Smart Display campaigns aren’t just moving remarketing-only customers up the funnel but dynamic remarketing customers as well — while still using your feed.

https://support.google.com/google-ads/answer/2404190
https://support.google.com/google-ads/answer/7020281
https://support.google.com/google-ads/answer/172627
Note: If you choose to use the marketing objectives option on a Display campaign, Google Display ads will guide you to the targeting options designed to work best with your goal.

In-Market Audiences are a powerful way to drive consideration among people who are actively researching and intending to buy new products or services.

Hiroko will use the In-Market audience segment for outdoor recreational equipment.

Which targeting option is best for achieving brand awareness?

Affinity
https://support.google.com/google-ads/answer/2404239
https://support.google.com/google-ads/answer/2497941

https://support.google.com/google-ads/answer/2453998

Awareness-based bidding strategies
You should choose this bid strategy if you want to make sure that your ad is visible for certain queries and even at certain locations on the page.

Bid Startegy to choose from
Target impression share: This helps make sure your ads are meeting a specific impression share threshold for a specific location on the search results page: anywhere, top of page, or absolute top of page.

Consideration-focused bidding strategies
You should choose this bid strategy if you want to drive as many clicks as possible within a set level of spend.

Maximize clicks: Set bids to try to get you as many clicks as possible within a target spend amount that you choose.
when to use–Budget-constrained campaigns focused on driving clicks

Drive more click volume

Maximize traffic when extra budget is received

Upper funnel keywords that have high assist value in conversion

Conversion-focused bidding strategies
Choose one of these bid strategies if you’re tracking actions post-click, valuing conversions equally, and looking to maximize the number of conversions
Maximize conversions (without a CPA target): Drive as much conversion volume as possible within your budget. You don’t need to provide a specific cost per click (CPC), cost per acquisition (CPA), or return on ad spend (ROAS) target.

Maximize conversions (with a CPA target): This strategy automatically sets bids to help you increase conversions while reaching your average cost-per-acquisition goal.

Maximize Conversions (without a CPA target):

Advertisers who want to maximize the number of conversions for a campaign. Advertisers that want to spend a fixed budget and don’t have an explicit CPA/ROAS goal

Maximize conversions (with a CPA target):

Maximize amount of conversions, without considering order value.

Note: For a Display campaign using Target CPA, you can choose to pay for conversions billing.

Note
You must be tracking conversions for conversion-focused bid strategies to work properly, with the exception of eCPC on Display.

Value-based bidding strategies
Choose this bid strategy if you do not value all conversions or customers equally, are tracking value (e.g. revenue, profit, proxy values) with conversions, and want to drive as much value as possible at a ROI target or budget.

ROI return on investment
ROI = (Revenue – Cost of goods sold) / Cost of goods sold.
Maximize conversion value with a ROAS target: Automatically sets bids to help get as much conversion value as possible at the target return on ad spend (ROAS) you set

Maximize conversion value (without a ROAS target): Automatically sets bids to help get as much conversion value as possible at the budget you set

Maximize conversions (with or without a CPA target) & Maximize conversion value (with or without a ROAS target) fall specifically under the umbrella of Google Ads Smart Bidding. They’re conversion and value-based bid strategies that leverage an exclusive set of signals to bid at auction time.

Once you’ve decided which automated bid strategy works for your business, check out the Finding success with Smart Bidding: Google Best Practices (Search) and the Smart Bidding Guide (Display) to help further simplify your account structure and get the most of your bid strategy.
https://support.google.com/google-ads/answer/6167140
http://services.google.com/fh/files/misc/external_display_smart_bidding_guide_2018_en.pdf

Which of the following is a core benefit of Google Ads automated bidding?
Aution time bidding
https://support.google.com/google-ads/answer/6167140
https://support.google.com/google-ads/answer/2454058
https://support.google.com/google-ads/answer/6309029
https://support.google.com/google-ads/answer/7074566
https://support.google.com/google-ads/answer/6268638

Responsive Display Ads are Google’s marquee Display ad format and are the default ad type when creating a Display campaign. They represent the future of asset-based digital advertising.

Responsive Display Ads look great, they perform. On average, we tend to see 50% more conversions at a similar cost-per-acquisition (CPA) when advertisers add Responsive Display Ads to their image ad campaigns.

Faster ads drive better performance: AMPHTML ads are 6x faster than regular ads on AMP pages, making them more viewable, more effective, and more likely to perform well.

Lighter ads can lead to better ad experiences: AMPHTML ads are 3x lighter in load and rendering than regular ads which may result in users having a more positive experience with your brand.

Safer ads build trust in your brand: AMPHTML ads need validation before they’re served, reducing the risk of malware and building trust in the brands users are engaging with.
https://support.google.com/google-ads/answer/6341296
https://support.google.com/google-ads/answer/6363750
https://support.google.com/google-ads/answer/7495018
https://www.ampproject.org/docs/ads/amphtml_ads
https://www.ampproject.org/docs/ads/a4a_spec
https://support.google.com/google-ads/answer/1722134

Planning is the crucial first step to achieving success with Google Ads

Digital marketing is constantly evolving, which helps businesses like yours connect with more customers. By planning your Google Ads budgets on a monthly basis in advance, you can help ensure that when people need products or information, your ads can meet them at the right time to help maximize conversions and achieve your key performance indicators (KPIs).

By planning your Google Ads budgets in advance, you can:

Understand the future spend potential of current Google Ads campaigns to help drive budget decisions
Take advantage of seasonality to capture incremental opportunities
Set optimal bids and budgets across your campaigns to help ensure that ROI performance is maximized
Find new opportunities to grow your sales volumes with Google Ads

What’s the Google Ads Performance Planner?
Performance Planner is a new forecasting tool that uses machine learning to reveal the possibilities for your Google Ads campaigns. With this tool, you can explore forecasts for your upcoming monthly, quarterly, and annual budgets for current campaigns, while also helping to improve your return on investment.
We perform forward and backward measurements of accuracy for thousands of campaign samples — across one, seven, 30, and 90 day periods — to ensure we’re making valid recommendations

Here’s how Performance Planner can drive more conversions at different spend scenarios.

  1. The additional conversions you can generate at the same spend using Performance Planner.
  2. The incremental number of conversions you can achieve and maximum amount you can spend without diminishing returns (maintain your current CPA)
  3. The incremental number of conversions you can achieve and maximum amount you can spend at your desired target CPA goal (in order to remain profitable)
  4. Additional spend and resulting conversion scenarios at higher target CPA goals (reduce profitability to increase total conversion volume)
    By default, Performance Planner will forecast conversions based on what’s included in the Conversions column in your Google Ads front end. To allocate budgets that drive incremental conversions, set bids and budgets using non-last click conversions in your Conversions column.

What changes will Performance Planner recommend?
Once you use Performance Planner to create a plan with the target date, campaigns, budget, target conversion volume, and target cost-per-acquisition (CPA) for upcoming periods, the tool will provide one of the recommendations below. These recommendations are campaign settings forecasted to help drive maximum conversions and the most efficient return on your investment for your targeted budget.

Search Manual cost-per-click (CPC) or Enhanced CPC campaigns
Recommended average daily budget and campaign bid scaling (1.5 scaling means + 50% bid scaling)

Search Maximize Clicks or Maximize Conversions campaigns
Recommended average daily budget

Search Target CPA or Target return on ad spend (ROAS) campaigns
Recommended average daily budget, Campaign-level Target CPA, or Campaign-level Target ROAS

How do I see and implement these recommended changes?
Performance Planner provides a CSV download with the recommended bid scaling, Target CPA, Target ROAS, and average daily budget amounts.

You can manually apply these suggestions through the Google Ads campaign management interface, or you can download a Google Ads Editor file and upload to Google Ads Editor to see and action the recommended changes.

http://services.google.com/fh/files/misc/performance_planner_product_deck_global_q1_2019_en.pdfhttp://services.google.com/fh/files/misc/performance_planner_flyer_en.pdfhttps://academyforads.exceedlms.com/student/activity/2688-manage-budgets-in-search-ads-360

Search ads

Campaigns are created around a marketing goal and set up based on the actions you’d like customers to take.

The marketing goal should be the main thing you want to achieve for your business and can be changed at any time. Search campaign marketing goals can be set to Sales, Leads, or Website Traffic. (Display, Video, and App campaigns have additional goals to choose from.)

For example, if Hiroko wants to increase store email list signups, she can create a Leads goal campaign.
Headline – To catch her customers’ attention
URL – To reach a particular page on the Your Adventure site
Description – To highlight the details of what Your Adventure is offering
https://support.google.com/google-ads/answer/6324971
https://support.google.com/google-ads/topic/3119119
https://support.google.com/google-ads/answer/6325025
https://support.google.com/google-ads/answer/2471185

improve quality score
https://support.google.com/google-ads/answer/6167123

To improve your clickthrough rate, you may want to:

Be specific in your ad: Include keywords in your ad text (especially in the headline) to show people that your ad is directly relevant to their search.
Experiment with different calls to action: Do you offer free shipping or free returns? Call now vs. book now?
Highlight a unique benefit of your product or service: What makes you stand out from the competition? Think about what matters to users (perhaps an exceptional warranty or return policy).
Create time- or location-specific ad text: Test seasonal creative around holidays or special events, or test location-optimized creative.

To improve your landing page experience, you may want to:

Send traffic to the right landing page: Direct clicks to pages related to a user’s query. If a search is for “striped shirts,” the landing page should feature striped shirts, not some other variety of shirts or clothing in general.
Be consistent: Make sure the landing page continues the conversation set up by your ad and follows through on the ad’s offer or call-to-action.
Make your site transparent and trustworthy: Make it easy for visitors to find your contact information, and clearly state what your business does. If you request personal information from customers, make it clear why you’re asking for it and what you’ll do with it.
Work on loading speed and clarity: Help users quickly find what they’re looking for by prioritizing the content that’s visible above-the-fold.
Rethink mobile: Ease of navigation is valued by users even more on mobile websites, so make sure yours is optimized.

https://support.google.com/google-ads/answer/156066#QSvAR
https://support.google.com/google-ads/answer/2404196
https://support.google.com/google-ads/answer/2454010
https://support.google.com/google-ads/answer/6167123

To effectively reach potential customers, text ads should be informative, relevant, and engaging.

Implement three to five ads per ad group
Optimize your ad rotation for clicks or conversions

Use at least three extensions for each campaign or ad group

Important note
Create at least one responsive search ad for each ad group, and ensure to include at least two expanded text ads in that group.

https://services.google.com/fh/files/misc/creativebestpracticesguide.pdf
https://support.google.com/google-ads/answer/1704392
https://support.google.com/google-ads/answer/1722117
https://support.google.com/google-ads/answer/9023565
http://services.google.com/fh/files/misc/creativebestpracticesguide.pdf

At any given time, up to four extensions can show for a particular query or device.

In fact, Google Ads shows one or more extensions with your client’s ad when it calculates that the extension (or combination of extensions) will improve campaign performance, and when the Ad Rank is high enough for it to appear.

There are three extensions every marketer should be using to enhance their text ad: sitelinks, callout extensions, and structured snippets.

Sitelinks: Direct to specific sections of the website
It’s important to remember that the link in the sitelink can’t be the same as the headline links. Purposes include:

Driving store sales: Store hours and locations; find a store
Making online conversions: Special discounts; new offers; men’s shoes; subscribe now
Raising brand awareness: Our values; learn more about our business story

Add as many sitelinks as you can: You should ideally implement 8 to 10 active sitelinks per campaign.
Make sure you have enough content on your website to have at least two sitelinks, otherwise the sitelinks won’t show.

Select the right landing pages: Link directly to popular or high-converting sections of your website.

Guide the user: In the sitelink title, clearly mention what users will find on the landing page.
Callout extensions are short, specific (25-character) snippets of text. They can be used to highlight information about value-adding attributes of the business, products, or services.
Benefit of Call out extension Boosts engagement: In our tests, this added information drove a ~10% increase in CTR. Callout extensions are a powerful way to highlight value-added attributes about a particular product or service.

benefits of Structured snippets
Get more qualified leads
Structured snippets are great to highlight specific aspects of your products or services. Examples:

Amenities: Wi-Fi, breakfast, pool, gym, spa
Types: Loose fit jeans, tapered leg jeans, relaxed fit jeans
Destinations: Las Vegas, New York, Tokyo, Rome, Cancun, Paris

Structured snippets highlight specific aspects of the products or services offered, while callouts highlight what makes a whole business unique.
On average, ads with location extensions see a 10% boost in CTR with location extension
Available in one- and two-line formats, they look the same as advertiser-provided sitelink extensions. Between two and six dynamic sitelinks can show with a specific ad, but this depends on the customer’s device at the time.

StellaService is an independent company that evaluates the customer service performance of certain online businesses.
Google Consumer Surveys is a platform that collects ratings for certain domains and businesses. Surveys are run and managed by Google.

Third-party sites aggregate user reviews.
https://support.google.com/google-ads/answer/2375499
https://support.google.com/google-ads/answer/7332832
https://support.google.com/google-ads/answer/7332837
https://support.google.com/google-ads/answer/2454049

Awareness-based bidding strategies
You should choose this bid strategy if you want to make sure that your ad is visible for certain queries and even at certain locations on the page.

Target impression share: This helps make sure your ads are meeting a specific impression share threshold for a specific location on the search results page: anywhere, top of page, or absolute top of page.
Consideration-focused bidding strategies
You should choose this bid strategy if you want to drive as many clicks as possible within a set level of spend.
Maximize clicks: Set bids to try to get you as many clicks as possible within a target spend amount that you choose.
Conversion-focused bidding strategies
Choose one of these bid strategies if you’re tracking actions post-click, valuing conversions equally, and looking to maximize the number of conversions.
Maximize conversions (without a CPA target): Drive as much conversion volume as possible within your budget. You don’t need to provide a specific cost per click (CPC), cost per acquisition (CPA), or return on ad spend (ROAS) target.

Maximize conversions (with a CPA target): This strategy automatically sets bids to help you increase conversions while reaching your average cost-per-acquisition goal
Maximize Conversions (without a CPA target):

Advertisers who want to maximize the number of conversions for a campaign. Advertisers that want to spend a fixed budget and don’t have an explicit CPA/ROAS goal

Conversion-focused bidding strategies
Choose one of these bid strategies if you’re tracking actions post-click, valuing conversions equally, and looking to maximize the number of conversions.

Maximize conversions (with a CPA target):

Maximize amount of conversions, without considering order value.

Note: For a Display campaign using Target CPA, you can choose to pay for conversions billing.

Value-based bidding strategies
Choose this bid strategy if you do not value all conversions or customers equally, are tracking value (e.g. revenue, profit, proxy values) with conversions, and want to drive as much value as possible at a ROI target or budget.

Maximize conversion value with a ROAS target: Automatically sets bids to help get as much conversion value as possible at the target return on ad spend (ROAS) you set

Maximize conversion value (without a ROAS target): Automatically sets bids to help get as much conversion value as possible at the budget you set
If you want to automatically optimize bids to maximize revenue within your target ROAS

Maximize conversions (with or without a CPA target) & Maximize conversion value (with or without a ROAS target) fall specifically under the umbrella of Google Ads Smart Bidding. https://support.google.com/google-ads/answer/6167140
https://support.google.com/google-ads/answer/2454058
https://support.google.com/google-ads/answer/6309029
https://support.google.com/google-ads/answer/7074566
https://support.google.com/google-ads/answer/6268638

https://support.google.com/google-ads/answer/2453981

https://support.google.com/google-ads/answer/6337820
https://support.google.com/google-ads/answer/9061546
https://support.google.com/google-ads/answer/9061546
https://support.google.com/google-ads/answer/6154846

Optimization Score is made up of over 50 recommendations to optimize Search campaigns.

https://support.google.com/google-ads/answer/9061546

By planning your Google Ads budgets in advance, you can:

Understand the future spend potential of current Google Ads campaigns to help drive budget decisions
Take advantage of seasonality to capture incremental opportunities
Set optimal bids and budgets across your campaigns to help ensure that ROI performance is maximized
Find new opportunities to grow your sales volumes with Google Ads

What’s the Google Ads Performance Planner?
Performance Planner is a new forecasting tool that uses machine learning to reveal the possibilities for your Google Ads campaigns. With this tool, you can explore forecasts for your upcoming monthly, quarterly, and annual budgets for current campaigns, while also helping to improve your return on investment.

How does the Performance Planner work?

Performance Planner determines the optimal bids and average daily budget allocations across all of your campaigns to help increase the number of conversions you can achieve for any future spend scenario. It uses the following process:

Performance Planner will generate a forecast of what your campaigns will achieve for a future period, if you make no changes to your current campaigns. This forecast is represented by the grey dot.

How does Performance Planner forecast campaign performance?
Performance Planner uses a combination of account history and machine learning to power forecasts. In Google Ads tools, forecasts must meet a certain level of accuracy. As a result, the confidence interval of these forecasts is likely greater than that of other available forecast tools

Our forecast engine simulates relevant ad auctions with query level variables, including seasonality, clickthrough rate, competitors, landing page, and time of day.

Why use Performance Planner in Google Ads over traditional forecasting methods?

Performance Planner highlights growth opportunities for your Google Ads always-on campaigns. Having the optimal budgets and bids is crucial to making the most of your marketing budget and growing your business with Google Ads.

Optimal budgets and bids are crucial to getting the most of your marketing budget
Here’s how Performance Planner can drive more conversions at different spend scenarios.

  1. The additional conversions you can generate at the same spend using Performance Planner.
  2. The incremental number of conversions you can achieve and maximum amount you can spend without diminishing returns (maintain your current CPA)
  3. The incremental number of conversions you can achieve and maximum amount you can spend at your desired target CPA goal (in order to remain profitable)
  4. Additional spend and resulting conversion scenarios at higher target CPA goals (reduce profitability to increase total conversion volume)

Why should I use Performance Planner every month?
Seasonality, fluctuating auctions, and competitors mean that Google Ads campaigns should be planned and optimized on at least a monthly basis.

Using Performance Planner every month lets you optimize your budgets and bids so you can drive more conversions for the same investment.

By default, Performance Planner will forecast conversions based on what’s included in the Conversions column in your Google Ads front end. To allocate budgets that drive incremental conversions, set bids and budgets using non-last click conversions in your Conversions column.

What changes will Performance Planner recommend?
Once you use Performance Planner to create a plan with the target date, campaigns, budget, target conversion volume, and target cost-per-acquisition (CPA) for upcoming periods, the tool will provide one of the recommendations below. These recommendations are campaign settings forecasted to help drive maximum conversions and the most efficient return on your investment for your targeted budget.

Search Manual cost-per-click (CPC) or Enhanced CPC campaigns
Recommended average daily budget and campaign bid scaling (1.5 scaling means + 50% bid scaling)

Search Maximize Clicks or Maximize Conversions campaigns
Recommended average daily budget

Search Target CPA or Target return on ad spend (ROAS) campaigns
Recommended average daily budget, Campaign-level Target CPA, or Campaign-level Target ROAS