Google Ads Display Certification

Key Benefits of AMPHTML ads

- 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.

Enhanced cost-per-click (eCPC)

- For Search, this is for advertisers who want to set the core bid manually or through third-party bidding tools, with an added layer of real-time optimization. - For Display, this is for advertisers who do not have conversion tracking, use a third-party bidding system, or insist on setting bids manually with an added layer of real-time optimization. It's also great for lead generation and to drive online sales.

Effective use of Machine Learning

Google uses advanced machine learning capabilities to bring best-in-class automation, bidding, and targeting to reach users at just the right moment.

Target cost-per-acquisition (tCPA)

- Maximize amount of conversions, without considering order value — such as lead generation and eCommerce businesses. * Note: For a Display campaign using Target CPA, you can choose to pay for conversions billing.

Google ad campaign types

- Search - Display - Video - Shopping - App

Key benefits of Smart Display campaigns

- Simplicity - Insights - Scale

Value Propositions of smart display campaigns

- Smart campaigns deliver both remarketing and re-engagement/prospecting on Display with performance, simplicity, and low time commitment - Drive incremental conversions via one campaign type - 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. - Deliver better performance and reach than existing mid-funnel campaigns, with significant time savings

Specialized campaign types

- local - Hotel - Discovery

Google Ads is built around 3 principles:

- relevance (right people at the right time) - control (budget) - results (see & monitor them)

How Google Ads can fuel your business goals.

1. Drive Sales - Grow online, in-app, in-person, and over-the-phone sales. 2. Get Leads - Boost conversions by encouraging people to take action 3. Increase Website Traffic - Get the right people to visit your website. 4. Influence Consideration - Encourage people to explore your products and services. 5. Build Awareness - Reach a broad audience and maximize exposure. 6. Promote your App - Increase installs and interactions with your app.

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

1. Understand the future spend potential of current Google Ads campaigns to help drive budget decisions 2. Take advantage of seasonality to capture incremental opportunities 3. Set optimal bids and budgets across your campaigns to help ensure that ROI performance is maximized 4. Find new opportunities to grow your sales volumes with Google Ads

What are AMPHTML ads?

AMPHTML ads enable marketers, publishers, and technology providers to deliver faster, and more secure ad experiences across all platforms by applying the principles of AMP to building and serving ads.

Automated Creatives

Ads are automatically generated from the building blocks you provide, like headlines, descriptions, logos, and images. They responsively fit into almost all ad slots across Google Display ads.

App

After a simple setup process, App campaigns run ads across Google's largest properties, including Search, Play, and YouTube, as well as thousands of mobile sites and apps. Your ads and bids are automatically adjusted to get the most downloads. Just add a few lines of text, a bid, and some assets, and the rest is optimized to help customers find you. With an App campaign, you can increase engagement, app installs, and even in-app actions, like signing up for a newsletter or ordering a product.

What's automated bidding? (Machine learning)

Automated bidding uses machine learning to algorithmically help you set the appropriate bid for each and every auction. This takes much of the heavy lifting and guesswork out of setting bids, so you can meet your performance goals more efficiently and accurately.

What's automated bidding? (Performance)

Bids influence how visible your ads are and the amount of interaction you get in each unique moment. If you don't bid efficiently, you could miss valuable conversions.

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. - Goal: Conversions - (Bid strategies to choose from) Maximize Conversions: 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. - Target cost-per-acquisition (tCPA): This strategy automatically sets bids to help you increase conversions while reaching your average cost-per-acquisition goal. - Enhanced cost-per-click (eCPC): This strategy automatically adjusts your manual bid up or down based on each click's likelihood to result in a conversion. - Use case: Maximize Conversions: * 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

Revenue-focused bidding strategies

Choose this bid strategy if you're tracking the revenue or value associated with your conversions and want to maximize it at a specific return on ad spend target. - Goal: revenue - (Bid strategies to choose from) Target return on ad spend (Target ROAS): Automatically sets bids to help get as much conversion value as possible at the target return on ad spend (ROAS) you set - Use case: If you want to automatically optimize bids to maximize revenue within your target ROAS

What's automated bidding? (Auctions)

Given the dynamic nature of our auctions, the appropriate bid can often be a moving target that's challenging to reach at scale when using manual bidding.

Bidding and Budget Plan Best Practices

Create separate plans for each marketing objective - Don't add all brand and generic campaigns into the same plan. That's because different campaigns often have different marketing objectives. Incremental conversions are achieved by creating separate plans for each marketing objective. Set bids and budgets using non-last click conversions - 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. Regularly check your plan - Forecasts improve when plans are generated closer to the actual run date. Make sure to regularly check back on your plan before implementing it.

Simplicity

Create your campaign in minutes by providing just three inputs: budget, bid, and creative assets. Then, rely on multiple Google machine learning technologies to provide ongoing optimization and find you as many customers as possible.

What are image ads?

Created outside of Google Ads (in Google Web Designer, for example), image ads are uploadable as a .zip file into Google Ads. Image ads only run in banner-eligible slots, which has limited scale relative to Responsive Display Ads. Note: In order to qualify for as many auctions as possible, it's recommended to have both Responsive Display Ads and image ads in your Display campaign.

What's automated bidding? (Time Saved)

Cross-referencing audience data with context to establish intent and set the appropriate bid is a complex and time-consuming task. Automation offers a way to alleviate this strain on marketing resources.

Demographic targeting

Demographic targeting enables you to show ads to users based on a combination of declared and inferred data. You can target based on age, gender, and parental status.

Display Campaign

Display campaigns are where you set how, when, and where your ads show. There are two types of Display campaigns: Standard Display campaigns and Smart Display campaigns.

Powerful intent signals

Google harnesses best-in-class intent signals to place ads against the most relevant content, driving your marketing results.

Control

Google Ads gives you complete control over your budget. You choose how much to spend per month, per day, and per ad. Based on your settings, Google Ads uses a lightning-fast auction to determine which ad to show. If you want to change your strategy, you can easily adjust your ad, modify your budget, or pause and restart a campaign.

Relevance

Google Ads helps you connect with the right people, at the right time, with the right message. Your ads can appear on Google Search, YouTube, and more, just when someone is looking for products or services like yours. You can also customize options, such as keywords and location, to get in front of the most relevant customers.

Display

Google Display ads can appear across a network of more than two million sites and apps, reaching 90% of people on the internet. Your ads get matched to content related to your business or to your customers' interests. Use a Display campaign to increase exposure and reach audiences with specific interests across the web.

What's the value of Google Display Ads?

Google Display ads helps you deliver relevant advertising as people browse the web. It connects your business with your customers — future and existing. With a variety of bidding options, popular ad formats, and transparency into performance, Google Display ads drives results every day for thousands of advertisers around the world.

Display Targeting

Google Display ads is designed to help you find the right audience. Its targeting options allow you to strategically show your message to users at the right place and the right time. - You can use targeting to direct your campaign's ads to the people you want to reach most. Simply choose the targeting option that aligns to your campaign goal and Google Display ads will work to get your ad in front of the right people, in the right place, at the right time.

Deep understanding of user mindset

Google analyzes user activity across our owned and operated properties and over three million website and app partners to generate a clear understanding of user preferences.

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)

Custom Affinity Audiences

If one of the 100+ off-the-shelf Affinity audiences doesn't meet your needs, create your own with Custom Affinity audiences. This feature allows you to define and target custom-made audiences, giving you substantive reach against niche groups of users.

Custom-Intent Audiences

If you want to create a tailored audience that isn't covered in one of our In-Market audience segments, Custom Intent is for you! Define and reach people that have the intent to purchase, updated in real-time. Simply enter keywords or URLs that best represent your audience or choose from one of our auto-created audiences.

Hotel

If you're a hotel looking to advertise rates and availability, Hotel campaigns are for you! These campaigns display hotel prices and availability on Search, Maps, and Assistant to connect you with the millions of travelers actively searching for you.

What's a Standard Display campaign?

If you're looking for full control over all aspects of your Display campaign, then a Standard Display campaign is right for you. You can manually select your targeting, bidding, and ad formats.

Ad Extensions

Include even more information with your ads, such as location details, links to pages on your website, and your phone number.

Display Campaign

Increase brand awareness when users are browsing content they're interested in online

Automated Bidding

Instead of bidding manually, you specify a Target CPA or Target ROAS you'd like to achieve and Google will manage the CPC bids on a per-auction basis, based on the likelihood that the auction will generate a conversion.

Bidding

It's important to choose a bid strategy that reflects your marketing objectives. There are four main bid strategies you'll be able to choose from when you use Smart Bidding: - Enhanced CPC: Automatically adjusts your manual bid up or down based on each click's likelihood to result in a conversion - Maximize Conversions: Drive as much conversion volume as possible within your budget - Target CPA: Automatically sets bids to help you increase conversions while reaching your average cost-per-acquisition goal - Target ROAS: Automatically sets bids to help get as much conversion value as possible at the target return on ad spend you set

Local Campaign

Local campaigns help you drive important offline metrics — like store visits or in-store sales — by advertising on multiple platforms. Let Google Ads optimize how your ads appear on Search, Maps, Display, and YouTube to maximize your offline performance.

What's automated bidding? (User journey complexity)

Many signals influence user behavior. Their intent and likelihood to complete valuable actions for your business vary based on location, time, device, and so on. Taking all these signals into account for every auction and bidding can be done through automation.

Measurable Performance

Maximize results with Google Display ads' measurable performance.

Easy Campaign setup

Once you indicate your marketing objective, Google Display ads will bring you the features and options that are relevant to what you want to accomplish

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

Automated Targeting

Targeting optimizes where the campaign runs, which means ads increasingly show where they'll get you the most business. Smart Display campaigns drive remarketing and prospecting alike.

What's automated bidding? (Depth of signals used and cross analysis)

Our algorithms 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 constantly considering new ones.

What's automated bidding? (Auction-time bidding)

Our bidding algorithms tailor bids to each user's unique context, using relevant signals present at auction time. This is a unique capability in the market, as it allows for bid differentiation, with a high degree of precision based on the conversion opportunity of each auction.

Results

Pay only for results, like clicks to your website or calls to your business. Our measurement tools make it easy to see how your site, apps, and ads are performing. Plus, smart technology lets you create, manage, and optimize your campaigns so you can get the most out of your 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. - Using Google's seasonality data and insights, Performance Planner will predict the results if you use optimal bids and average daily budgets across your campaigns to maximize the number of conversions for any future spend scenario. These results are represented by a blue line. - When you choose a spend point on the blue line, Performance Planner will improve your ROI by reallocating spend between campaigns through adjusting bids and average daily budgets. See these changes in the campaigns table or via CSV download.

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. Get accurate forecasts ->Forecasts are based on Google data and your account's historical performance, and then validated using machine learning. That means Performance Planner plans are more likely to hit KPIs than prior estimation methods. Get the benefits of machine learning ->Performance Planner helps you discover the best bids and budgets so you can drive the most conversions for any spend scenario.

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 do I see and implement the recommended changes from performance planner?

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.

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. Forecasting ->Google Search ad auctions — made up of billions of searches per week — powers our forecast engine. Simulation ->Our forecast engine simulates relevant ad auctions with query level variables, including seasonality, clickthrough rate, competitors, landing page, and time of day. Machine Learning ->We use machine learning to fine tune forecasts and achieve a higher level of accuracy. Validation ->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.

Shopping Campaign

Promote your products, share details about your inventory, and boost traffic to your online or physical store

In-Market Audiences

Reach potential customers while they're actively browsing, researching, or comparing the types of products you sell and are close to a conversion. Connect with those most interested in what you have to offer, using precise segments that classify users based on their demonstrated in-market behavior and purchase intent.

Device Targeting

Reach your customers on any device, including desktops, tablets, and smartphones.

Video Campaign

Reach your target audience at scale and bring your business' story to life

Remarketing

Remarketing lets you show ads to the people who demonstrated their interest in what you offer with their visit to your website or app. It's how you reconnect with great prospects as they browse the millions of websites and apps available on the network.

What are Responsive Display Ads?

Responsive Display Ads give you the ability to upload your own assets and create ads that serve in all ad slot sizes, into both native and non-native inventory. Simply upload your assets (images, videos, headlines, logos, and descriptions), and Google will automatically create ads. They're built for performance, reach, and scale. - Not only do 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.

Massive scale

Run your ads and connect with your audience through Gmail, YouTube, and millions of other websites.

Search

Search ads appear next to Google search results and on other Google partner sites, like YouTube, when people look for businesses like yours. With a Search campaign, you can make sure potential customers notice your brand, consider your products, and take action.

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.

Shopping

Shopping ads appear on Google Shopping next to search results and near text and responsive ads. Shopping ads promote your products by giving consumers detailed information about what you're selling before they even select your ad. Use a Shopping campaign to advertise your online and local inventory, boost traffic to your website or local store, and find better-qualified leads.

Standard remarketing

Show ads to your past visitors as they browse network websites and use network apps. Communicate with people who've previously visited key pages on your website across screens, giving you a powerful new way to match the right user with the right message.

Similar Audiences

Similar Audiences finds users that are similar to an original remarketing list or other uploaded compatible list. It finds users that are similar in profile based on their recent browsing and interests around different topics.

What's a Smart Display campaign?

Smart Display campaigns are a campaign type that uses full automation. It bundles together all the pillars of successful Display campaigns and accesses the best of Google's machine learning capabilities to optimize and automate nearly all aspects of your Display campaigns. You provide a few inputs: what your ads will say, images you want to use, daily budget, and cost-per-acquisition (CPA) performance targets. Google will mix and match your ads at scale. Smart Display campaigns rely on the existing CPA model to set the bids at the right time. They also use a new auto-targeting infrastructure to deliver the best of Display targeting across the entire mid- and lower-funnel, and leverage a new auto-optimized creative technology to combine raw creative assets (logos and images), and build custom ads for each auction.

Note

Smart Display campaigns can also use your data feed to render dynamic ads based on the items in your feed.

Who should run Smart Display campaigns?

Smart Display campaigns may be a good choice for you if you: - Are new to display advertising and want a fast and highly performing campaign - Have limited display advertising to remarketing but now want to reach people earlier in the buying process - Want to attract additional customers beyond your manually targeted campaigns or simplify your existing campaign structure

Scale

Smart Display campaigns run across the three million websites and apps available on Google Display ads, including AdMob and Google owned and operated properties such as YouTube.

Ad Formats

There are two main types of ad formats you can leverage for your Display campaign: - Responsive Display ads: Greater efficiency and scale - Uploaded ads (Image & AMPHTML): Greater control

Unique Insights

Unique insights across over three million websites and apps including access to six properties with over one billion users

Uploaded ads

Uploaded ads offer greater control over the way your ads look and feel. You build your own ads outside of Google Ads and simply upload them to your Display campaign.

Performance Planner Best Practices

Use non-last click attribution conversions - Performance Planner forecasts for conversion types that are activated for the Include in Conversions setting in the Conversions column. To allocate budgets that drive incremental conversions, include non-last click attribution conversions in the Include in Conversions column. Create multiple plans for campaigns that have different marketing objectives - It's a best practice to separate campaigns with different marketing objectives into different Performance Planner plans, so that spend isn't reallocated between two different marketing objectives. Instead, consider grouping campaigns by marketing goal or budget. For example, you could split consideration and intent-focused campaigns by separating generic search campaigns (such as a campaign containing keyword "suv sale") and brand search campaigns (such as a campaign containing keyword "buy Landriver suv") into separate plans. Use the performance targets feature - Unpredictable external factors in a dynamic auction environment mean that Performance Planner forecasts may have discrepancies. As a result, it's important to continually track and optimize performance. Use the performance targets feature to monitor targets set in Performance Planner and receive alerts and recommendations when a campaign isn't on track. Use optimization score in the recommendations page to improve your campaigns - Performance Planner is used for forecasting future periods and recommendations in Performance Planner can be used as guidance to ensure seasonality and budget reallocation are accounted for future periods so you can prevent your campaigns from becoming "Limited by Budget" Repeat the planning process monthly to find growth opportunities in Google Ads and optimize for your target metrics. Seasonality: Take advantage of seasonal trends throughout the year. Market share: Get ahead of fluctuating auctions due to activity from other businesses and other external factors. Growth: Use Performance Planner to compare previous periods and see a forecast of the growth possibilities you can drive using Google Ads.

Targeting

When building your first Display campaign, there are three marketing objectives you'll be able to choose from: - Build awareness: Increase how well people know your brand. - Influence consideration: Encourage people to explore your products or services. - Drive action: Get sales or leads by motivating people to take action.

Influence Consideration

When you want to engage with users that are actively researching products or services, we recommend selecting influence consideration as your Display campaign marketing objective.

Drive Action

When you want to re-engage with users that have already shown interest in your brand, we recommend selecting drive action as your Display campaign marketing objective.

Build Awareness

When you want to reach a broad audience and maximize your brand exposure, we recommend selecting build awareness as your Display campaign marketing objective.

Affinity Audiences

With Affinity audiences, you can reach TV-like audiences based on a holistic picture of their lifestyles, interests, and passions. Choose from over 100 segments based on online behavior. Google's best-in-class algorithm distinguishes these users that are truly passionate about a topic rather than those that are merely interested.

Discovery

With Discovery campaigns, you can easily engage customers across Google's most popular properties with a variety of rich, unique ad formats. Reach your users across the YouTube Home Feed, Gmail, and Google's Discover Feed — all with one campaign.

Video

With Video ads, you can reach the right audience at scale and capture their attention. Show your ads on their own or within other streaming video content on YouTube and across Google's network of websites and apps. Only pay when people choose to watch your ad. Video campaigns help you bring your business's story to life. They engage customers in different ways, like showing ads before their favorite music video or while they're researching an upcoming purchase.

Dynamic remarketing

Work to boost your results with dynamic remarketing, which takes remarketing to the next level with ads that include products or services that people viewed on your website. Create dynamically generated display ads with product data pulled from a pre-uploaded feed. You can achieve great performance showing to users products they have seen on your website, with low effort in campaign, ads, and remarketing lists creation.

Insights

You receive all standard Google Ads reporting and then also get new, supplemental reports based on insights that allow broad, strategic management instead of daily micromanagement.

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. - Goal: clicks - (Bid strategies to choose from) Maximize clicks: Set bids to try to get you as many clicks as possible within a target spend amount that you choose. - Use Case: * 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

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. - Goal: visibility - (Bid strategies 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. - Use case: This is for raising awareness of your brand and campaigns that include brand terms.

Bidding and budget settings

Your bid strategy controls how you pay for users to interact with your ads. Your bid limit is the most that you'll pay per click for ads in an ad group, and your budget is the average amount that you're comfortable spending each day on your campaign. The budget that you choose is entirely up to you, and you can adjust it at any time.

Location and Language Targeting

Your campaign's ads are eligible to show to customers in particular locations, or to customers who've chosen your selected language as their browser's language setting.