Google ads

Responsive search ads best practices

-Provide 10 or more headlines. -Provide three or more descriptions. -Include at least three popular keywords in headlines. -Make sure your headlines are unique and don't repeat the same or similar phrases. -Use call-to-action words. -Try using descriptions to highlight additional information about your product or service. -Highlight unique selling points. -Unpin, if possible. -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. -It's recommended to have one responsive search ad per ad group with at least 'Good' or 'Excellent' Ad Strength. There's a limit of three enabled responsive search ads per ad group. -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.

Ad assets

A product add on that serve on your existing text ads. Highlight relevant information about your business and what you offer. Ad assets enhance user engagement and relevancy, which can lead to better ad performance. Other benefits : stand out, leading to increased user engagement and a better ctr Drive efficiency, added clicks often come at a lower CPC compared either the cost of moving up a position Boost conversions: giving users relevant information upfront often translates into more qualified leads

Broad match

A search can be phrased many different ways, making it hard to predict every search. But with broad match, you're leveraging Google AI and state-of-the-art language models to increase your ad's reach, all while spending less time on keyword lists. Consumer expectations are constantly changing, and it's impossible for manual approach to keep up. Broad march and smart bidding use the best of google ai to understand the intent behind users searches, not just the words within them. This combination helps advertisers reach more of the right customers, no matter how they're searching.

A marketer wants to know how much their conversion volume could grow if they increase their cost per action target or budget. How can they use Google Ads tools to estimate the impact of these changes?

Access the campaign bid simulator tool to understand forecasted performance at different CPA and budget levels.

Account-level automated assets

Account level automated assets tend to boost add performance, making your adds more likely to be clicked. Universal assets : consideration, sales (online), leads generation, app install, and sales (offline)

Ad relevance

Ad relevance is a measure of how well an ad matches what the user is searching for, and helps to make sure that only useful ads are shown. It also prevents businesses from simply paying their way onto a search that's unrelated to their product or service.

Responsive search add let you create an ad that adapts to show consumers more relevant messages. They automatically test different combinations of headlines and descriptions and learn which one performs best. Used machine learning

Add headlines and descriptions under url. The more headlines and descriptions you enter the more opportunities Google ads has to serve ads that more closely match your potential customers search queries improving your ad performance. You can provide up to 15 headlines and four descriptions. A maximum of three headlines and two descriptions will be selected to show in different combos and orders.

Broad match

Add msg show on searches that are relayed to your keyword. Which can include searches that don't contain the keyword term. Tennis shoes, tennis sportswear, used tennis shoes, top rated tennis equipment.

Your client, your marketing manager for a bank, created a search campaign to help drive sign ups for the banks new credit card. Her campaign had been running for a few weeks, and she's looking for ways to improve performance. Which two of the following strategies could she use to help boost the performance of her campaign?

Add negative keywords to eliminate any unnecessary traffic. Use the search terms report to identify keywords that are performing well.

types of recommendations

Ads and extensions Keywords and targeting Bids and budgets

App assets

App assets promote downloads of your mobile app while giving users access e the option to visit your site. If a consumer clicks on this asset, they'll be directed to the app download page in their mobile App Store. If they click on the headline of the search ad, they'll be directed to a specified landing page on your website. 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 user also have the option to click through the website.

Bid strategies

Apply the bidding strategy that best fits your marketing objective. Google AI enables a set of bidding strategies called Smart Bidding, which help drive higher conversion volume or conversion value.

Your clients business is focused on growing online sales, but your client wants to do so at an efficient cost per action. What three optimization strategies can help achieve this marketing objective

Applying a target CPA bid strategy to campaigns Reaching an audience of previous visitors who didn't convert Using smart bidding simulators to identify how a budget and cost per action will improve performance

Target impression share

Automated bid strategy that automatically sets bids to show your ad at a certain location on the Google Search Results page. Use this bidding strategy to drive brand awareness and show your ads on the results page for a certain amount of time If you choose an impression share target of 70% at the absolute top of the page, the google ads automatically sets your CPC bid to show your ads at the absolute top of the page for 70% of the total amount of time

Best practices for running a target impression share bidding strategy

Avoid restrictive bid limits Start with the right target Allow time for optimization Use the bid strategy report

An optimization score is a value between 0 and 100, and higher scores indicate a campaign or account is better optimized and has fewer actionable opportunities

Based on the above 73.5% optimization score for example account above, how could you boost their score 14.8% Select apply all in the add new keywords card You can see dismissed recommendations by selecting the dismissed filter and choosing the option to un dismiss

Ways to successfully help transition keyword strategy to focus on broad match.

Begin applying recommendations. Recommendations to add broad match keywords are surfaced specifically for campaigns where incremental conversions are predicted to be driven by the upgrade, allowing advertisers to easily prioritize their work. Use automatically applied recommendations to activate broad match across campaigns, move away from manual implementation and make sure best practices are implemented

Leads

Boost conversion by encouraging people to take action For example. An insurance agency that's focused on driving requests for quotes in their website

Three ways google AI can power Search Ads

Broad Match, Smart Bidding, Responsive search ads

With all three, the full power of Google AI can help advertisers deliver the right message, to the right consumer, at the right time, and at the right price.

Broad match: Query-Level matching using a variety of signals. Smart Bidding: Bids that are tailored to each query in real time Responsive search ads: unique, relevant creative built for each query

Callouts and dynamic callouts

Callouts allow advertisers to highlight relevant, impactful selling points about your products or services that can be shown alongside your search text ads. Dynamic callouts allow Google to automatically surface relevant selling points to complement your search text ads. Benefits Callout assets are used to highlight information about value-adding attributes of the business, products, or services. They can boost user engagement and increase click-through rates. 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.

Broad match, responsive search ads, and value based bidding

Can help boost conversions. Each compliments and enhances eachother. See an average of 20% more conversions at a similar cost per action

Smart bidding and broad match

Capture valuable traffic and simplify account management

You can optimize campaigns to reach your cost per conversion goal by using a maximize conversion (with a CPA target) bidding strategy.

Check out these best practices for setting a target CPA Account for conversion delay when analyzing the past 30 days of performance The target CPA should be set close to current CPA to start, in order to maintain similar volume. Review the google Ads recommendation for the target CPA which is based on historical conversion data If you're switching to a new conversion action, make sure you review the average CPA of the relevant conversion action to set targets.

Automatically created assets

Deliver more relevant ads with high quality copy better tailored to match queries using Google AI. This campaign level feature for search can improve the relevance and performance of your responsive search ads

Value definition

Depends on your ability to capture or calculate the value at the time of conversion. That's highly dependent on the business model and timing or when the value is realized. The definition can be broken into three categories Actual Proxy Predictive

Third party tracking and privacy tips

Do you use another platform as your source of truth for conversion tracking? If so consider tracking those conversions in google ads so the data used for optimization is aligned with your source of truth As you improve you value data, you should also build a solid, privacy centric measurement foundation. This makes sure your reported business goals and optimization strategies remain privacy safe and durable while prioritizing user privacy. Analyze performance of a new value based bidding strategy

Best practices: tips for running an effective conversion based bidding strategy

Don't set your Maximize Conversions (with a CPA target) too low Know how much you're spending with maximize conversions (without a CPA target) Allow time for optimization Use the Bid Strategy Report

Image assets and dynamic image assets are as assets that allow you to upload rich, relevant images to complement your existing text ads. Image assets can help drive performance for your ads with compelling visuals of products or services. Enhance the message of your text ad.

Dynamic image assets are an account level automated asset that allows Google to cure a relevant visuals from your ads landing page to complement your existing search ads. They can help you reach your performance goals with compelling visuals of products or services. Enhance the message of your text dad, you can opt into dynamic image assets at the account level.

Two Keywordless search enabled campaigns to increase your reach

Dynamic search ads and performance max. Both use google AI to drive incremental reach and help your business expand rapidly

Two Keywordless search enabled campaigns: dynamic search ads and performance max. Both campaigns use google AI to drive incremental reach and help your business expand rapidly.

Dynamic search ads helps them capture more conversions from relevant search queries through scaled Landing page based targeting and creative generation for search ads performance max : get more conversions at the same cost through other channels in addition to search. Upgrading from DSA to performance max gives you the ability to run fully automated campaigns like dsa more easily through one buying door Better performance Better technology Adaptive creatives

Which three statements describe the value of Google Search campaigns?

Enable your business to appear when users are researching and comparing different options on Google Search Allow your business to show up on Google search results when businesses similar to yours are showing up Allow your business to be there at the exact moment someone is looking for the kinds of products or services you offer

Call assets:

Encourage users to call your business directly from your search ad with call assets. When call assets show, 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.

Three main factors that inform Google's assessment of an ads auction time quality

Expected clickthrough rate, ad landing page experience, ad relevance

Broad match

Finds new, high performing queries and emerging trends to Reach more consumers and drive better performance. Google continuously improves broad match by considering new signals- like user location or recent search activity- improving relevance for keyword variations and matching holistically with all keywords in your ad group

AI powered search and performance Max campaigns are the Google ads power pairing working together to help you maximize conversions across Google

First focus on super charging your AI powered search ads with broad, match and value based bidding then ask for how to expand your impact with Google AI

Best practices: tips for running a value focused bidding strategy

Get more conversion data Know how much you're spending with maximize conversion value Allow time for optimization Use the bid strategy report

Website traffic

Get the right people to visit your website For example. A new hotel that's hoping to drive brand awareness by increasing the number of visitors to their website

Auction-time ad quality

Google Ads looks at how relevant and useful the ad and website it links to are to the person who sees them. The assessment of the quality of your ad is summarized in your Quality Score, which you can monitor and work to improve in your Google Ads account. Quality Score is a reporting metric that differs from auction-time ad quality and isn't used in the auction.

Smart Bidding

Google knows that your business has unique goals. Equipped with your data, an AI-powered, smart bidding strategy can help you optimize your budget for return on ad spend (ROAS) or conversion value based on your business and marketing objectives. Smart Bidding works with broad match to automatically bid on high-performing queries. By bidding at the query level in real time, it shapes traffic in a way that aligns with performance goals. To set the right bid, smart bidding uses predictive AI which learns from billions of combinations of signals, like time of day or device type, to automatically set unique bids for search query. That means advertisers using Smart Bidding can set bids based on each users context in the moment, which is something that can't be accomplished manually. Automated bidding is the only way to account for all available signals and improve performance.

Creating an AI powered search campaigns can reach an audience that's looking for your product when they need it most

Googles large language models have matched advertisers offers to user searches by understand the nuances of human language

Sales

Grow online in person or over the phone sales.

Primary components of the text ad

Headline Description Visual URL and final URL

Value based bidding

Helps you capture the consumers who matter most Is suited to a privacy-centric future: leverages first party data and automation Allows for precise and meaningful optimization

Often the average cost per click (CPC) isn't the price you're paying for each click. Because the system is dynamic, CPC can vary from auction to auction and depends on a variety of factors, such as the context of each query. CPC is just an average

Higher quality ads typically lead to lower costs, better ad positions, and more advertising success. When users see better ads, they're happier and more likely to click on those ads. Ad rank determines ad position. Ad rank influences cost per click. Higher quality ads typically lead to lower costs and better ad positions.

How different businesses approach value based bidding: An online retail or lead generation business

Highly season businesses Subscription based businesses

Automatically applied recommendations are activated at the account and manager levels

How can opting in to automatically apply recommendations help her improve account performance ? It regularly implements best practices on the account without automatically increasing the budget

Ways to successfully help transition keyword strategy to focus on broad match.

Identify a test campaign and use custom experiments to manually upgrade keywords to broad march. Make sure to uncap the budget within the select campaign. Decide on a performance target and keep that target steady throughout the test phase. Avoid adding negative keywords or restricting ad serving in any way to maximize reach.

Customized broad match test setup

Identify a test campaign, use custom experiments to manually upgrade keywords to broad match Make sure to uncap the budget within the selected campaign. If the budget is limited, the true uplift potential won't be realized Decide on a performance target and keep that target steady throughout the test phase. Making manual adjustments can interfere with experiment success Avoid adding negative keywords or restricting ad serving in any way to maximize reach After completing the experiment present the results to your advertiser and work to further scale broad match across campaigns of accounts

The competitiveness of an auction

If two ads competing for the same position have similar ad ranks, each has a similar opportunity to win that position. As the gap in Ad Rank between two advertisers' ads grows, the higher-ranking ad is more likely to win, but it may also pay a higher cost-per-click (CPC) for the benefit of the increased certainty of winning.

You should use image assets and dynamic image assets together.

Image assets will always serve over dynamic image assets

Best way to test broad match

Implementation through the recommendations page. Best for advertisers who want to increase performance but prioritize ease in implementations without testing. Apply all on recommendations. Use the search terms report to evaluate success after allowing Time for conversions. One click experiment. Best for advertisers who want to test broad match with experiments in a campaign, following best practices. Creates an experiment automatically. On recommendations add broad match keywords. Set a clear hypothesis, create experiment, analyze results and choose experiment winners. Run experiments until they reach statistical significance, at least four weeks.

Conversion measurement drives digital performance

In this changing digital ecosystem, a solid conversion measurement is important for driving digital performance. You can start tracking conversion actions, move to more advanced measurement solutions like attribution, then opt for automation and optimization with smart bidding. Global site tag: make sure you have correct tagging in place across your website Enhanced conversions: invest in additional sources of first party data Consent mode: respect users chooses by collection consent as needed

Optimization score is an estimate of how well your Google Ads accounts are set to perform across Search, Display, Shopping, Discovery, and Video Action campaigns. Your recommendations are based on your account's performance history, your campaign settings, and trends across Google. Together, these factors determine which updates should be applied to improve the performance and efficiency of your account How does it work? When you opt-in to automatically apply recommendations, you are configuring your Google Ads accounts to apply best practices, allowing you to focus your attention on strategic initiatives. You still maintain the ability to apply select recommendations automatically without increasing your budget. CAPR 10 MacBook

Key benefits of applying recommendations automatically : scale best practices Improve performance Boost efficiency Visibility and control No increase to budget

Asset performance

Labels measure your assets performance relative to other assets in the ad. They update as user search behaviors change, impacting the query mix, ad position, etc. use it after your responsive search ads serve. Reflects performance after being served. Weighted mix of metrics with statistically significant confidence.

Location assets

Location assets give consumers directions to your business to help drive in store traffic. 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: location assets are served via a google my business account make sure information such as address and phone number are updated. Bid more aggressively for users who are in close proximity to your stores to help drive them to your business. This can be done via the advance location settings in Google ads through bid adjustments.

Ad customizers let 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 for each potential customer. choose from three responsive search ad customizers: location insertion, countdown customizers, and keyword insertion

Location insertion; you can tailor the text of your responsive search ad to the user's location, or a location they show interest in. Make sure your campaign location targeting is set to the right scope for your business. Countdown customizers : let potential customers know about sales or special events by adding a countdown to your ad text Ad customizers: adopt your ads at a scale to what your potential customers are searching for in real time. you can define custom attributes, such as product name and price in real time, and Tailor ads at a scale. Keyword insertion : you can dynamically update your ad text with the key word 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.

Manual Bidding

Manual CPC bidding is bidding method that lets you set your own maximum cost per click for your ads. That differed from automated bid strategies, which set bid amount for you. Gives you control to set the maximum amount that you could pay for each click on your ad.

Clicks/traffic

Maximize click. Get the most clicks from your budget

Increase site visits

Maximize clicks automatically sets your vids to help get as many clicks as possible within your budget. Increase visibility: target impression share automatically sets bids with the goal of showing your ad on the absolute top of the page Get more conversions while spending your budget (smart bidding): maximize conversions bidding will help you optimize toward conversions. You can set a target CPA on your maximize conversions bidding strategy, which means smart bidding tries to get as many conversions as possible at the target CPA you set. If target CPA option isn't set, maximize conversions aims to spend your budget to get as many conversions as possible. Maximize Conversion Value bidding helps you optimize toward conversion values. You can set a target ROAS on your maximize Conversion value bidding strategy, which means smart bidding tries to get the highest conversion value possible at the target ROAS set. If the target ROAS option isn't set, maximize conversion value aims to spend

Increase traffic with maximize clicks bidding

Maximize clicks is an automated bidding for those looking to increase website traffic but who aren't tracking conversions. If you aren't tracking conversions in your google ads account, the bidding strategy is the default when you create a new search campaign. The strategy helps you get as many clicks as possible within your budget each day while minimizing the manual effort required to maintain bids. It automatically adjusts the maximum cost per click (CPC) bid in a campaign to maximize the amount of clicks within a budget. Remember : maximize clicks doesn't optimize to conversion data. If you're tracking conversions in your account, consider using a conversion based bud strategy like Target CPA, maximize conversion, target ROAS, or maximize conversion value. Increase traffic: maximize clicks Drive action: conversion based bidding Boost awareness : target impression share

Maximize conversion bidding is good for advertisers who want to maximize the number of conversions for a campaign within a set budget

Maximize conversion bidding is good for advertisers who don't want to optimize toward target CPA target just just yet

Maximize conversions bidding and maximize conversion value bidding strategies that use Google AI to optimize for conversions or conversion value in every auction-a feature known as auction time bidding. It adjusts bids automatically to help you connect with the right customer at the right time, optimizing for the best results within your budget

Maximize conversion bidding will help you optimize toward conversions. You have the option to set a target CPA on your maximize conversions bidding strategy, which means smart bidding will try to get as many conversions as possible at the target CPA that you set. If the target CPA option isn't set, maximize conversions will aim to spend your budget to get as many conversions as possible

Maximize conversion value bidding

Maximize conversion value bidding will still occur for every conversion but the value varies on the type of conversion. And the cost stays within your budget. When you create a maximize conversion value bid strategy, you'll set a target ROAS.

Increase website visitors

Maximize conversions value. To get as much concessions bake as possible within a fixed budget.

Increase transactions or leads

Maximize conversions. Get as many conversions as possible within a fixed budget

Ad Strength

Measures the relevance, quantity, and diversity of your responsive search ad content according to best practices. Use During the creation of your responsive search ads. Doesn't influence ad serving or as performance. Headline quantity, headline relevance (keywords), unique headlines, unique descriptions

Optimize toward what matters

Monitor and adjust your automated bid strategies to meet your marketing goals. Here are a few optimization guidelines Use the bid strategy report Account for conversion delay Simulate campaign performance Avoid limited budgets

You're in control of which recommendations you'd like to apply on a regular basis

One way to apply recommendations automatically is to choose one of two bundles. A bundle is a set of pre-checked recommendations, categorized by a goal. Selecting a bundle will apply it's recommendations anytime they're available. Select individual recommendations in the ads and assets, keywords and targeting, and or measurement categories.

Value based bidding works across all business models and also provides you with better insight into your consumers. Enabling values for your conversions also gives you better insights into your marketing activities on google.

Online sales. Omnichannel sales: set an average value of a store visit conversion to let smart bidding maximize sales across all channels, both online and in stores. Lead generation: improve the quality of leads by differentiating how much an online quote is worth through your lead to sale journey

Expand your reach with broad match and google AI by following these best practices

Organize your ad groups by a common theme Follow creative best practices( use responsive search ads, including relevant assets. Make sure headlines and website landing pages reflect the queries being targeted in your campaigns. Be mindful or negative targeting. Be mindful of negative keywords that may have accumulated over the years. Work with the negative keyword targeting regularly, choosing carefully to make sure they're used only for queries you don't want ads to match to. Consider brand restrictions in broad match. Some marketers need to match their campaign only to traffic for specific brands. With brand restrictions in broad match now in open beta, Google AI can restrict traffic to select brands as well as related products and services.

Performance planner: use performance planner to forecast target and budget scenarios across campaigns up to 18 months ahead Optimization score: use optimization score recommendations to quickly identify opportunities for growth

Portfolio bidding and shared budgets: use portfolio bidding and shared budgets to allocate bids and spend across a group of campaigns with similar performance goals Simulators: use simulators to forecast the impact of budget and target changes on key metrics

Best practices for dynamic image assets

Prioritize high-impression volume ad groups: image assets perform best when closely relevant to queries within the ad group. Images should convey useful info to the searcher and match the experience they'll find on your landing page Have at least four unique images per ad group: put your important content in the center 80% of the image. Provide 1x1 and 1.91x1 aspect ratios to maximize serving for the image search experiment Opt in to 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

Conversion value

ROAS

Targeting

Reach your audience by using audience solutions and keywords.

Patience is power

Remember these factors when assessing performance Ramp up Conversion delay Use experiments to test

Focus on coverage. Marketers should prioritize covering all queries with relevant messaging. Check out these actions for optimizing campaigns.

Responsive search ads (RSA) let Google test different headline and description combinations and use machine learning to group relevant assets together. Here are some options for customizing your ad messaging. Ad assets Ad customizers Keyword insertion

Responsive search ads

Responsive search ads can automatically assemble the most relevant creative for every auction and even help you show for new queries. Supply up to 15 headlines and four descriptions as your creative assets. The system uses those assets to automatically create new ads tailored to each query based on auction time signals.

How to maximize your coverage across search queries, while also expanding to other channels to drive incremental conversions

Search : use broad match, smart bidding, and responsive search ads to maximize conversions on relevant queries Performance max: use the full power of googles AI to help you multiply conversions across Google Ads inventory. Find untapped growth opportunities from new search queries and channels to drive better results toward your goals

With AI

Search is more natural and intuitive

Seller rating (stars) asset

Seller ratings are an account level automated asset that lets users know if your business is highly rated for Quality service. Google customer reviews (GCR), StellaService, Google-led shopping research, google consumer surgery's, third party review sites

Products that enable the value based bidding framework

Share better data Assign value data Optimize bidding

Sitelinks and dynamic sitelinks

Sitelinks allow advertisers to deep-link users directly to specific pages within your website. Dynamic sitelinks allow Google to curate high-quality sitelinks for you based on the content of your website. Benefits Adding sitelinks can boost the average click-through rate for an ad. You also reduce the steps to conversion by bringing users directly to the right page. Best practices Add as many relevant and useful sitelinks as possible, but eight to 10 is ideal. Link to popular or high-converting sections of the site to help consumers navigate to these pages more easily. Make sure there's enough content on the website to have at least two sitelinks; otherwise, the sitelinks won't show. Sitelinks are available at the account, campaign, and ad group levels. You can opt-in to dynamic sitelinks at the account level.

Maximize conversion value aims to spend your budget to drive as much conversion value as possible. Maximize conversion values emphasizes the areas that you want to maximize but limits spending to your specified budget. When using maximize conversion value without a target ROAS set, Google aims to spend your budget to maximize conversion value for your campaigns. When using maximize conversion value with a target ROAS set, google helps get as much conversion value as possible at the target ROAS

Smart bidding best practices: Target and budget setting Conversion volume: to evaluate the performance accurately, we recommend measuring performance over longer time periods that have at 50 conversions, such as a month or longer. Conversion delays Learning period: recommended to leave the first four to seven days of data out of evaluation since this is the initial learning phase.

Smart bidding target and budget simulators

Smart bidding target and budget simulators show you how different settings might change your ad performance. Review the campaign target cpa simulators table and graph to see how setting different targets or budgets can impact key KPIs as well as the clicks and cost. Smart bidding best practices: keep these best practices in mind when monitoring and optimizing the performance of a smart bidding strategy: Align your smart bidding strategy with your marketing objectives Adjust your target to capture more volume Avoid limited budgets Account for conversion delay

Benefits of google ads smart bidding

Smart bidding uses Google AI to algorithmically help you set the appropriate bid for every auction. This takes much of the heavy lifting and guesswork out of setting bids, so you can meet performance goals more efficiently and accurately Time saved: analyzing audience data to manually set bids is a complex and time consuming task. Automation offers a way to alleviate this strain on marketing resource. Auction time bidding: Googles bidding algorithms tailor bids to each users unique context, using relevant signals present at auction time. That's a unique market capability, as it allows for bid differentiation with a high degree of precision based on the opportunity of each auction. Depth of signals used and cross analysis: googles algorithms integrate integrate a large variety of signals and consider new ones to evaluate user intent. They also go a step beyond traditional signal analysis by recognizing and adjusting for meaningful interactions between combinations of signals while

Using them together

Strong ad strength reflects the overall predicted quality of the entire responsive search ad during creation. After the ad serves, check the asset performance labels to modify individual assets and further improve ad strength.

Structured snippets and dynamic structured snippets

Structured snippets 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 often shown for relevant queries as an additional line of non-clickable text in the form of header: value 1, value 2, value 3, etc. dynamic structured, snippets, allow google to surface useful, structured information automatically Benefits : use structured snippets to get more qualified leads when users get more specific information about what's being offered before they visit a website, they're more likely to convert after clicking Best practices: make sure the headers selected provide information that's useful in attractive to users, structured snippets, eligible of the ad group level will serve over the campaign an account levels, structured snippets, eligible at the campaign level will serve over the account level, dynamic structured snippets are an account level opt in

Three Ad assets that serve automatically.

Structured snippets, call out assets, site link assets

Smart bidding

Subset of automated bid strategies that used machine learning to optimize for conversions or conversion value in each and every auction- a feature known as "auction-time bidding" it adjusts bids automatically to help you connect that right customers at the right time. Focus on two main performance goals: conversions and conversion value.

Increase sales, profit, or leads

Target Cost per action (CPA) get as many conversions as possible within a target cost per action.

Awareness/visibility

Target impression share. To show your ad on the absolute top of the page, on the top of the page, or anywhere on the page of google search results.

Increase or stabilize awareness

Target return on ad spend (ROAS). Get as much conversion value as possible within a target return on ad spend goal.

Campaigns have three components

Targeting, ad formats, bid strategies

The order in which ads appear is called, add position, and Google wants to show more useful ads in a higher position

That's why the Google ads auction uses ad rank to determine whether ads are eligible to show at all and in what order. Advertisers only pay when they actually receive a click on their ad. The ad with the highest ad rank shows in the top position. Ad rank is also based on various factors, not just bids. At a high level there are six factors to ad rank. Bid, Ad Rank Threshold, Context of a persons search, Asset Impact, Auction-time ad quality, The competitiveness of an auction

Google smart bidding used advanced machine learning technology to set precise bids for every auction and unlock growth. As you create and manage campaigns, continuously check in on targets and budgets to make sure they match your marketing objectives. Several tools such as the bid strategy report and simulators, provide guidance on how to optimize your strategy based on goals.

The bid strategy report helps you understand how your smart bidding strategies are performing. It includes tailored metrics to show what's most relevant to each type of bid strategy as well as other important data, such as your bid strategy status, target and budget simulators, average target CPA, average target ROAS, conversion delay, and top signals. A top signals card in a bid strategy report highlights some dimensions where the bid strategy is automatically optimizing bids for consumers who are more or less likely to convert. Top signals may include but aren't limited to device type, location, day of the week, time of day, queries, or customer match lists.

Bidding

The bud strategy you select determines how you'll prioritize ad serving and user engagement with your ads. If you focus on conversion volume, you'll have the option to set a target cost per action. If you'd prefer to prioritize conversion value, you'll have the option to set a target return on add spent. (Roas)

Advanced language understanding helps google deliver

The right information at the right time

Organize your ads by a common theme

Theming hour ads helps google AI understand the intent of your keywords and select the best ad to serve The way to organize ads in your campaign is to use well themed ad groups An ad group is a collection of one or more ads that are similar targets When creating ad groups remember to make sure keywords are related to the campaign landing page

Ways to successfully help transition keyword strategy to focus on broad match.

Theming your ads helps google AI understand the intent of your keywords and select the best ad to serve. The way to organize ads in your campaign is to use well themed ad groups. Ad group is a collection of one or more ads that are similar targets. Make sure keywords are related to the campaign Landing page

Value ingestion

There are three main ways to ingest or integrate value in Google systems. -Global Site Tag: Conversion tracking and value fires via website tag following online activity (One Google Tag, Google Tag Manager, Google Analytics 4, enhanced conversions for leads (.ECL)). -Import: Conversions are passed directly into the platform via import (OCI, conversions API, offline conversion adjustment, store sales improvements). -Google Tracked: Conversion events are tracked in Google's systems (store visits, EVCs, call measurement, and local actions).

Defining the right keyword list for a campaign can help show the right ads to the right consumers. Keywords should match the terms that consumers would use to find your advertisers products or services. Here are some best practices for building effective keyword list.

Think like your Audience. Organize your keywords by theme, look at the search terms report, use negative keywords. Adding negative keywords can help reduce undesirable traffic and keep your ads focused on the types of searches you want.

Expected clickthrough rate

This is our prediction of how often an ad will be clicked on when it's shown. Across Google, we rely on user feedback to drive decision making, and user clickthrough rates (CTRs) tell us what users respond to. By allowing users to vote with their clicks, we have millions of people who are helping us to decide which ads are best for each search query.

After running simulations and collecting data, the accuracy of performance planner is measured by comparing forecasts with the actual eventual performance. Then machine learning is used to fine tune the forecasts

Three ways in which regular budget planning can help boost campaign performance : plan for seasonality and periods of increased sales or leads Identify opportunities to grow incremental conversion Forecast the impact of different budgets to understand how performance can change Best practices for performance planner Plan 18 months ahead Check in regularly

Ad rank threshold

To get high-quality ads, ads must meet minimum quality thresholds to show in a particular ad position.

Performance Planner is a tool in Google Ads that lets you plan for upcoming periods of up to 18 months. You can forecast how optimal target and budget adjustments can positively affect key metrics and overall return. Use Performance Planner on a monthly basis to make sure you're setting the right budgets and campaign-level Smart Bidding targets to capture demand for your business. With Performance Planner, you can do the following: • See forecasts for your campaigns • Explore outcomes by adjusting campaign settings • Understand opportunities in seasonal periods • Manage budgets across accounts and campaigns

To give you the most accurate forecasts possible, Performance Planner takes into account billions of search queries and is updated every 24 hours. It simulates relevant ad auctions over the past seven id 10 days and includes variables such as seasonality, query growth, competitor activity, and landing page

Broad match is most effective when used with conversion based smart bidding

True

Which three of the following are important use cases for performance planner

Understand opportunities in future seasonal periods Explore forecasted performance outcomes by adjusting campaign settings Manage budgets allocated across accounts and campaigns

Test broad match with a standard testing solution

Use a one click experiment within the recommendations page to test between exact or phrase match and broad match keywords. An experiment is automatically created. The control arm keeps a current campaign running as is, while the experiment and upgrades exact or phrase match keywords to broad match Make sure your objective is defined with the automated bidding strategy used in the campaign Let the experiment run until the results are statistical significant. The rule of thumb is to achieve 30 conversions within a 30 day period. When evaluating performance, excuse the ramp up period (usually around 7 days) and leave the rest running for at least three to four weeks or longer for statistical significance. Present the experiment results to your advertiser, based on measured KPIs previous h defined to ensure relevance, and work to further scale broad march across campaigns or accounts

Ways to successfully help transition keyword strategy to focus on broad match.

Use a one click experiment within the recommendations page to test between exact or phrase match with broad match keywords An experiment is automatically created. Make sure objective is defined with automated bidding strategy Let the experiment run until the results are statistically significant. Rule of thumb is to achieve 30 conversions within 30 days. Exclude ramp up period (7 days) and leave test running for three to four weeks or longer. Present the experiement to your advisor, based on measured KPI's previously defined to ensure relevance and work to further scale broad match across campaigns of accounts

What are three ways marketers can help Google AI maximize business impact with responsive search ads

Use asset performance labels to enhance assets and improve ad strength Add assets to responsive search ads Pair responsive search ads with broad match keywords and smart bidding

Ad formats

Use responsive search ads to get your business in front of consumers who are searching for products or services like yours. With responsive search ads, Google AI uses the headlines, descriptions, and images you provide-called assets- to create ads that are relevant to your consumer audience

Ad assets are additions to existing text ads that highlight relevant information about a business and what it offers

Use structured, snippets, callouts, and cite links to enhance the relevancy of ads and make them more engaging for consumers

Ad landing page experience

Users want ad landing pages that help them find what they're looking for. A highly relevant landing page yields a higher score. A high-quality landing page should have appropriate and original content that helps the user complete their task. It should be easily navigable and transparent about the nature of the business, how the site interacts with the user's computer, and how it intends to use their personal information.

Automated Bidding

Uses Google AI to set vids for your ads based on that ads likelihood to result in click or conversion. Each type of automated bud strategy is designed to help you achieve a specific goal for your business. Takes the heavy lifting and guesswork out of setting vids to meet your performance goals. there's no need to manually update vids for specific ad groups or keywords. Different types of automated bid strategies can help you increase click, visibility in search results, conversions, or conversion value. Setting the appropriate bid is a complex but essential challenge. If you don't bid effectively, you could miss valuable conversions. The appropriate bud can often be a moving target that's challenging to reach at a scale when using manual bidding. Their intent and likelihood to complete walkable actions for your business vary based on location, time, device, etc. Key elements of automated bidding; performance, auctions, user journey complexities

Smart bidding

Uses billions of combinations of signals to set the right bid for each query and auction based on your ROI goals. Can help you stay on top of market trends and rapidly shifting demand by optimizing your bids in real time.

The importance of value based bidding

Value based bidding brings values to smart bidding, maximizing conversion value and return on investment. It helps drive consumer value and significant return on spend.

Use machine learning for the highest conversion for the highest conversion value

Value based bidding is a smart bidding strategy that uses machine learning to maximize conversion value, bidding for conversions that drive business objectives. It used billions of combinations of signals to predict the conversion value, letting you better qualify the conversions your campaign budget is driving. Value-based bidding let's you bid to either static or dynamic values that matter to your business.

A retailer is looking to drive additional revenue from his campaigns next year. Why would value-based bidding be the right solution for him?

Value-based bidding uses AI to maximize value within the budget and target ROAS.

Value-based bidding helps you prioritize the auctions that matter most and generate the most conversion value for your business. Value is the monetary or business value a consumer brings to a business and can be measured by a number of metrics, such as cart size, average order value, lead value, and lifetime value. Adding value to your advertising strategy lets you go beyond consumer (or lead) acquisition costs, focusing on growing your account's monetary return (value). Value-based bidding helps you capture the consumers that matter most and generate the most monetary value for your business Google Ads solutions help businesses import their first-party data indicating the value of each conversion. Value-based bidding can use the signals passed to Google Ads to identify and bid on auctions likely to maximize conversion value within budget and ROAS target constraints. Measurement and Al work together to drive traffic

What does value-based bidding look like in different settings? Different businesses have different goals, and their value-based bidding strategy must align with those goals. Value-based bidding allows for manipulating conversion values with any available business data. For example, you may know that there's a difference in lifetime value when consumers purchase on a computer vs. mobile device and adjust reported values. The two devices should be targeted in the same campaign, and a Smart Bidding strategy would bid differently to hit ROAS targets. If you cannot wait for ~2 conversion cycles to evaluate performance, you might consider a shallower conversion action or a different strategy Let's look at how different businesses approach value-based bidding.

Smart bidding like a pro: value based bidding framework

What is value-centric method (VCM) : value based bidding depends on VCM, which represents the prerequisite steps that enable the expression of value to google. VCM breaks down into two areas Value definition: what's the conversions worth?(propensity, lead scoring, LTV,etc) Value ingestion: how can you integrate those values into googles systems (OCI, content management, application programming, interface, etc)

Asset impact

When creating your ad, you can add extra information to the ad, such as site links and images. These are called assets. Google Ads estimates how assets and other ad formats impact an ad's performance.

Responsive search ads

When you provide high-quality assets—like headlines, descriptions, call buttons, location information, and more—Google AI uses them in your responsive search ads to create compelling ads for the audiences you're targeting. Responsive search ads also work with your other assets, like sitelinks and images, to make your ads more engaging. Using responsive search ads, advertisers can create ads that adapt to show more relevant messages to more people. For example, by entering up to 15 headlines and 4 descriptions, Google ads uses machine learning to automatically create and test different asset combinations, learning what performs best over time. It works with smart bidding and broad match to show the right ad for each query- including new queries that a static text may not be eligible for due to ad relevance.

Bid

When you set your bid, you tell Google Ads the maximum amount you'll pay for a click on your ad. You often actually end up paying less, and you can change your bid at any time.

Context of a person's search

With ad auction, context matters. Ad rank gets calculated based on the search terms a person enters, the persons location at the time of search, the type of the device they're using, the time of search, the nature of the search terms, other odds and search results that show on the page and other user signals and attributes.

True or false

With performance max it's no longer necessary to focus on AI powered search campaigns

Exact match

ads may show on searches that are the same meaning as your keyword

Phrase match

ads may show on searches that include the meaning of your keyword. You can reach more searches than exact match but less than broad match. Tennis kids shoes would show for kids tennis shoes, children's tennis shoes, or buy kids shoes

Googles AI has exceptional ability to understand nuances and meaning in languages

can power Growth & results