Engage Users with AI-Powered Search Ads, Reach Your Users with Responsive Search Ads

Switching to a broad match strategy: I want to test broad match with a standard testing solution

-Test broad match vs. exact/phrase within your existing campaign using a Google Ads A/B experiment. -Monitor results until statistically significant (30 conversions in 30 days) and refine your campaign based on the best performing match type.

What data sources determine the seller ratings (starts) asset?

-account-level automated asset 1. google customer review (GCR) 2. StellaService: independent co. that evaluates the customer service performance of certain online businesses 3. Google-led shopping research 4. google consumer surveys 5. third-party review sites

What are the components that ad strength judges on ads?

-headline quantity -headline relevance (keywords) -unique headlines -unique descriptions

Switching to a broad match strategy: I'd like a more customized broad match test setup

-identify a test campaign, and use Custom Experiments to manually upgrade keywords to broad match with unlimited budget for accurate results. -Pick a performance target and avoid manual changes to ensure test validity, then share findings and consider broadening match types further.

Close variants in match types may include:

-misspellings -singular or plural forms -stemmings (floor and flooring) -abbreviations -accents

The organic search is becoming more visual to help users to:

-understand the message more easily -take action faster -with business information, when applicable Google automatically crawls domains and renders a business name and logo next to an ad.

call assets

-users can click on the asset to call your business directly, or they can click on the ad to go to your website. You can get detailed reporting on the calls you receive from these ads. Best practices: -Enable phone call conversions reporting in account settings to assess which campaigns, ad groups, and keywords are most effective at driving call conversions.

What are three ways marketers can help Google AI maximize business impact with responsive search ads? 1. Add assets to responsive search ads. 2. Use asset performance labels to enhance assets and improve ad strength. 3. Run an incrementality experiment. 4. Pair responsive search ads with broad match keywords and Smart Bidding.

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How to set up your keyword strategy

1. From the Overview page, select Audiences, keywords, and content and then Search Keywords. 2. Select the plus button, and then choose the Campaign and Ad group to add keywords to. 3. Enter your keywords or use the keyword planner within the Planning tab in the Google Ads interface for keyword discovery, traffic estimation, and implementation of Google Search campaigns. To access Keyword Planner, select Tools. Then, in the Google Ads interface via any CID, select Keyword Planner.

Responsive search ads best practices

1. Provide 10 or more headlines. 2. Provide three or more descriptions. 3. Include at least three popular keywords in headlines. 4. Make sure your headlines are unique and don't repeat the same or similar phrases. 5. Use call-to-action words. 6. Try using descriptions to highlight additional information about your product or service. 7. Highlight unique selling points. 8. Unpin, if possible. 9. Assets can be shown in any order, so make sure they make sense individually or in combinations and don't violate policies or local law. 10. It's recommended to have one responsive search ad per ad group with at least 'Good' or 'Excellent' Ad Strength. 11. There's a limit of three enabled responsive search ads per ad group. 12. If you have text that should appear in every ad, you must add the text to either Headline position 1, Headline position 2, or Description position 1.

What are the three keyword match types?

1. exact match 2. phrase match 3. broad match

What are two sets of recommendations from bundles?

1. grow your business -help you scale your business, optimizing targets and improving ad performance, max conversion with Smart Bidding, and upgrade keywords to broad match 2. maintain your ads -help keep campaigns up-to-date with best practices, including foundational keyword and targeting recommendations *you can also select individual recommendations from one or both bundles

what are the primary components of a text ad?

1. headlines 2. descriptions 3. visual URL and final URL

How to optimize responsive search ads at a scale

1. optimization score recommendations - ad Ad-responsive search ads - add assets to responsive search ads - improve responsive search ads (ad strength) 2. ad builder 3. Google Ads Editor recommendations 4. automatically created assets -generated based on your ads, and paired with your assets

How to expand your reach with broad match by following these best practices

1. organize your ad groups by common themes 2. follow creative best practices -responsive ads with relevant assets, headlines, and landing pages that reflect queries 3. be mindful of negative targeting -make sure only used for queries you don't want ads to match to 4. consider brand restriction in broad match

What are some best practices for dynamic image assets?

1. prioritize high-impression volume ad groups -image assets perform best when closely relevant to queries within the ad group. -Images should convey useful information to the searcher and match the experience they'll find on your landing page. 2. have at least four unique images per ad group -put important content in the center 80% of the image -use correct ratios for a clickable image 3. opt into dynamic image assets -Provide image assets at the ad group or campaign level to supplement coverage and allow for greater control over image relevance and customer brand guidelines.

Steps to run a good experiment

1. set it up 2. observe -allow to run for at least four weeks or until it's reached statistical significance 3. analyze results - exclude the ramp-up period at the beginning (first week)

What are some additional benefits of ad assets?

1. stand out: make your text ad stand out, leading to increased user engagement and a better CTR 2. drive efficiency: added clicks often come at a lower CPC compared with the cost of moving up position 3. boost conversions: giving users relevant information upfront translates into more qualified leads

Best Practices for Building an Effective Keyword List

1. think like your audience -all the different terms a potential users could use 2. organize your keywords by theme EX: ad group 1: running shoes; ad group 2: evening shoes 3. look at the search terms report -allows advertisers to see which queries triggered their ads to appear on the search network 4. use negative keywords

clickable image component

1x1 image or 1.91x1 landscape image that you upload that serves alongside the ad and leads to the same final URL as the headline

Broad match

Ads may show on all relevant searches that relate to your keyword, even if they aren't present in the queries. It provides comprehensive matching since broad match keywords cover all the same queries of narrower match types, plus more. -uses all available signals for auction time and query-level matching (user location or recent search activity -finds new high-performing queries and emerging trends to reach more consumers and drive better performance -set as the default match type, works best with automated bidding strategies -you don't have to add keywords to exact and phrase if you are using it in broad match New Broad Match Update -can feed data, like >conversion values >first party >data offline conversions

app assets

App assets promote downloads of your mobile app while giving users the option to visit your site. -when they click on the asset sent them to the mobile app, if they click on the headline of the search they go to a landing page Best practices: Implement app assets to serve both brand and generic keywords. Don't limit the asset to keywords for driving mobile app downloads since users also have the option to click through to the website

Benefits & best practices of Callouts and dynamic callouts (universal asset)

Benefits: -highlight information about value-adding attributes of the business, products, or services. -boost user engagement and increase CTR Best practices: -Keep callouts as short and specific as possible to highlight what makes your business unique. -Include at least six callouts in campaigns. -Callouts are available at the account, campaign, and ad group levels. You can opt-in to dynamic callouts at the account level.

Benefits & Best practices of Structured snippets and dynamic structured snippets (universal asset)

Benefits: -get more qualified leads: users get more specific info about what is being offered, more likely to convert after clicking Best Practices: -Make sure the headers selected provide information that's useful and attractive to users. Structured snippets eligible at the ad group level will serve over the campaign and account levels. Structured snippets eligible at the campaign level will serve over the account level. Dynamic structured snippets are an account level opt-in.

Benefits & Best Practice for Sitelinks and dynamic sitelinks (universal assets)

Benefits: boost CTR, reduce steps to conversion by bringing users directly to the right page -having 8-10 is ideal -link to popular or high-converting sections of the site -make sure enough content for at least two site links -Sitelinks are available at the account, campaign, and ad group levels.

Countdown customizers

Let potential customers know about sales or special events by adding a countdown to your ad text. Countdown customizers count down by day, then hour, then minute.

location assets

Location assets show your business address, phone number, and a map marker alongside your ad text. On mobile devices, a link provides directions to your business. Best practices: -served via a Google My Business account. -Make sure the information updated - Bid more aggressively for users who are close in proximity to your stores, do this in Advanced Location settings in Google Ads through bid adjustments.

Switching to a broad match strategy: Organize your ads by a common theme

Theming your ads and ad groups helps Google AI match the right ad to the right searcher, boosting campaign performance. Group ads by intent with related keywords and landing pages for optimal ad relevance and effectiveness.

account level automated assets

When an asset is predicted to improve your ad's performance, Google Ads automatically creates and displays it below your ad. -These assets can be created at the account level and shared across multiple campaigns. -Most account-level automated assets are eligible to show with all ad types; however, a few only show on desktop and laptop computers.

Keyword insertion

With keyword insertion, you can dynamically update your ad text with the keyword that triggered your ad to show. - Just add a snippet of code to your ad text, then each time your ad shows, Google automatically replaces the code with the keyword that triggered the ad, enhancing the relevance and usefulness of the copy to drive action. -In the Default text section, enter the words you want to appear when the text can't be replaced by a keyword

Exact match

ads may show on searches that have the same meaning or same intent -use [ ] around the term -it offers more control over the search terms that ads match to. although volume may be limited

Dynamic callouts

allow Google to automatically surface relevant selling points to complement your search text ads.

Dynamic sitelinks

allow Google to curate high-quality sitelinks for you based on the content of your website.

Dynamic structured snippets

allow Google to surface useful, structured information automatically.

Sitelinks

allow advertisers to deep-link users directly to specific pages within your website.

Callouts

allow advertisers to highlight relevant, impactful selling points about your products or services that can be shown alongside your search text ads.

structured snippet

allow advertisers to highlight specific aspects of your products or services in a structured format based on a set of available headers. Structured snippets are shown for relevant queries as an additional line of non-clickable text in the form of a Header: Value 1, Value 2, Value 3, etc

dynamic image assets

an account-level automated asset that allows Google to curate relevant visuals from your ad's landing page to complement your existing search ads *10% increase in CTR when image assets or dynamic image assets show with their mobile Search ads in absolute top positioning

asset performance

asset performance labels measure your asset's performance relative to other assets in the ad. They update as user search behaviors change, impacting the query mix, ad position, etc.

Keyword Insertion Tool

be able to dynamically update your ad text with the keywords used to target your ad

image assets

can help drive performance for your ads with compelling visuals of products or services that enhance the message of your text ad. -image assets are always better than dynamic image assets because of the customization of what works for you

ad group

collection of one or more ads that are similar targets

Automatically created assets

draws on text from an advertiser's landing page and other ads in their account, generative AI will make these assets even more relevant to customer queries while staying true to your advertiser's offerings. -makes new creative assets to adjust to the Search user's query and context, AI can create headlines to better match the customer's query

universal asset

great fits for most marketing objectives, including consideration, sale (online and offline), leads generation, app install 1. sitelinks and dynamic sitelinks 2. structured snippets and dynamic snippets 3. callouts and dynamic callouts

Location insertion

highlights the location in the ad's headline or description by mentioning the city, state, or country. Available locations are selected based on the campaign's location targeting setting.

Phrase match

include searches that include the meaning of your keyword, can be implied, and user searches can be a more specific form of the meaning -add " " around the term -ensure core concept of keyword is present in search term while reaching more volume

semantic

keywords expand based on the meaning of a query rather the structure of the query

Responsive Search Ads

let you create ads that can automatically assemble the most relevant messages and be creative fore every auction and even help you show for new queries -with more headlines and descriptions, Google Ads assembles the text into multiple ad combinations to avoid redundancy -you can provide up to 15 headlines and four descriptions as your creative assets, but a maximum of three headlines and two descriptions will be selected to show in different combinations and orders

Ad customizers

lets you add real-time information to your ad to tailor your message at scale. Personalize your ad with a customized headline or description to show a relevant variation to each potential customer. 1. location insertion 2. countdown customizers 3. keyword insertion

ad strength

measures the relevance, quantity, and diversity of your responsive search ad content, also gives action items to help improve the rating 5 different ratings 1. incomplete 2. poor 3. average 4. good 5. excellent

negative keywords

prevent an irrelevant query from triggering an ad -reduces undesirable traffic -can also limit additional searches that haven't been considered previously

ad assets

product add-on that serve on your existing text ads -highlight relevant information -enhance user engagement and relevancy *ad assets don't serve in every auction, the system chooses to when their more likely to drive desired ad performance

smart bidding

uses billions of combinations of signals to set the right bid for each query and auction based on your ROI goals

Close variants

variations that are similar (but not identical) to a specific keyword -all positive keyword matches are eligible for close variants, and they are semantic: keywords expand based on the meaning of a query rather the structure of the query

Ad builder (Search Ads 360)

you can add new assets to thousands of ad groups in a few click -easily update ads from a single screen, and customize the ads for each ad group with smart automation