Google Ads Search

Example of a Categories targeting option?

Example: In an online electronics store, you can target just the "digital camera" category of the store.

What is Quality Score?

Quality Score is an estimate of the quality of your ads, keywords, and landing pages. Higher-quality ads can lead to lower prices and better ad positions. Quality score is composed of expected clickthrough rate, ad relevance, and landing page experience.

How to improve Ad ranks?

Quality score

How to improve Ad relevance?

--Add negative keywords: Prevent your ads from showing on unwanted queries or queries not closely related to your product or service. --Be specific on mobile: If a user's mobile search experience is different from desktop, test mobile-specific creatives. --Be local: Target the right region for your business by using only the relevant languages and locations. --Include relevant search terms in your ad copy: Adding search terms that are related to your business in your ad copy can help make your ad more resonant for users.

How to improve eCTR?

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

How to improve Landing page experience?

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

Example of Exact Match?

--the keyword [men's bicycles] will show when someone searches for men's bicycles or men's bikes, but it won't show for men's bikes for sale. -If Hiroko uses the exact match keyword [kids' bike sales], customers will see her ad whether they search for kid bicycle sale, sale on kid bikes, or children's bike on sale. This helps her narrow her audience down to only potential customers. Her ads won't appear for anyone looking for just kids' bikes, as that doesn't include the concept of a sale.

What is a broad match modifier?

-Adding a + sign in front of a keyword turns it into a broad match modifier. This prompts your ads to appear only if the keyword or its close variations are in any part of the search terms. **This is different from broad match, which allows for any variation of the keyword to appear in the search term. Broad match modifiers only allow for close variations. ******allow you to indicate if there are certain concepts related to your keywords that must be present in the searches you reach.

What are negative keywords?

-Adding a minus sign in front of the keyword scooter makes it a negative keyword (-scooter). This means ads won't show if someone includes that negative keyword in their search. -By using the negative keyword -scooter, Hiroko's ads won't match to people searching for scooters.

App campaign type

-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 is Categories targeting option?

-Based on your website content, Google creates targetable categories, or sets of landing pages organized by theme. You decide which sets of pages to target, how to group similar pages, and the level of granularity.

What is Expected Clickthrough Rate (eCTR)?

-Basically, The likelihood that the ad will be clicked -Expected clickthrough rate (eCTR) predicts whether your keyword is likely to lead to an ad click. However, you should be actively working on improving your clickthrough rate (CTR) which is often how users who see your ad actually end up clicking on it.

What is a Broad match?

-Broad match shows ads if a keyword (or any variations like misspellings, synonyms, or related searches) are included in a user's search terms. **a good fit if you want to spend less time building exhaustive keyword lists. Your keywords will match to a wider variation of search terms, and you'll reach people not necessarily searching for your specific brand or business. It's like casting a wide net to reach searches

What are Campaigns?

-Created around a marketing goal and set up based on the actions you would like customers to take -The marketing goal should be the main thing you want to achieve for your business and can be changed at the same time. ex) Sales, Leads, Website Traffic

What is an ad group?

-For each ad group, she can create specific text ads and a list of search keywords — the words and phrases that will prompt her ads to show up. Since it's best to create ad groups around themes or products, Hiroko's plan is to create multiple ads groups, one for each of her bike types: kid's bikes, mountain bikes, and road bikes. -This level of granularity gives her more control to get the right ad message to the right customers. For each ad group, she creates a unique list of keywords.

Display campaign type

-Google display ads reach 90% of people on the internet -Use a display campaign to increase exposure and reach audiences with specific interests across the web

Example of a Google Ads Auction?

-Google uses a special version of a second-price auction that takes into account more than just bids—more on that later. In a standard second-price auction based only on bids, the advertiser doesn't have to pay their full bid. They only have to pay $0.01 more than the amount of the next highest bidder. ***Say we have four advertisers competing for space on the search results page, and they're willing to pay $4, $3, $2, and $1, respectively, for a user to click on their ad and visit their website. -So in this particular case, the first advertiser was bidding $4, but they'd only have to pay $3.01—which is $0.01 above the bid of the second highest advertiser. The same thing applies to advertiser 2, and to advertiser 3. This design allows each advertiser to bid their true maximum willingness to pay for a click—but only have to pay just enough to beat the competition.

Example of a Broad match modifier?

-If Hiroko uses the broad match modifier keywords +blue, +girl, and +bike, her ads will appear for people searching for any combination of these terms in a search (and possibly including additional terms). However, the ads won't appear if any one of these keywords aren't in the search term. --her ads will match with searches for blue bicycle for 6-year old girls, because all three broad match modifier keywords are in the search. However, her ad won't appear for the search girl bike because blue isn't a part of that search.

Example of Phrase Match?

-If Hiroko uses the keyword "My First Big Bike" in her phrase match, her ad won't match to searches that contain first big bike, as my also needs to appear. Her ads will only show to customers searching for the bike brand, My First Big Bike. **Other words are allowed to come before or after the phrase.

What are Networks?

-Indicates where you want your ad to appear, based on the campaign type you select -with the Google Search Network, your ad can appear on Google Search sites, in addition to search results on Google Play, Google Shopping, and Google Maps (including the Maps app). ---Your ad can also appear on non-Google search sites (like CNN) that partner with Google to show search ads; these are called search partners. You also have the opportunity to expand to the Google Display ads network, where your text ad can show on sites that partner with Google to show ads.

How does Ad Rank influence actual cost-per-click

-Oftentimes, average cost per click (CPC) is not the price you're paying for each of your clicks. Because the system is dynamic, the CPC can vary a lot from auction to auction and depends on a variety of factors, such as the context of each query. It's important to keep in mind that average CPC is just an average--meaning that the price you pay could be above or below that 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 actually click on those ads.

What is a Phrase Match?

-Placing quotation marks around the keywords turns them into phrase match. This prompts your ads to appear only if the keywords within the quotation marks or close variations of them match a user's search term. -This is different from broad match modifier as there cannot be any extra words between the user's search terms, but similar since extra words can appear before or after the phrase match. ***a good fit if you're looking for something that's more flexible than exact match, but more targeted than broad match. It helps you reach more customers, while still showing your ads to those most likely searching for your product or service

Video campaign type

-Reach the audience at scale and capture their attention Show the ad on its own or within other streaming services; only pay if someone chooses to watch the ad -Help bring the business's story to life; engages customers

Example of an Ad Group?

-She thinks about the search terms people may use when researching or looking for bikes, and uses those as her keywords. Building a solid keyword list can help her match her ads with the right customers! -Take a look at some of the keywords she selected for her Kid's Bike ad group: --kid bikes --children's bike --girl bikes --boy bikes --first bike -With her keyword list in place, she decides on bid amounts — the maximum amount Your Adventure will pay when a customer clicks on their ad. -Finally, she creates a set of text ads for each ad group. She fills in the following options to create one of her text ads: --Headline - To catch her customers' attention --URL - To reach a particular page on the Your Adventure site --Description - To highlight the details of what Your Adventure is offering

Shopping campaign type

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

What is an Exact Match?

-To use exact match, place brackets around the keywords. This way, your ads will only show if the search means the same thing as your keyword. -It may include close variations of your keyword, like misspellings, plurals, and synonyms. **This is different from phrase match, as there can't be any extra words before or after the search terms. *********is a good fit if it's important to you to match with very specific user searches. Exact match keywords allow you to reach only searches that mean the same thing as your keywords.

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.

Example of a broad match?

-With broad match, Hiroko can use more general keywords like bike and match her ads to anyone searching for bike or its variations, like bicycle. -if a user is searching for best first bikes for a 6-year-old child or men's mountain bikes for sale, Hiroko's ad will appear because their search terms contain some variation of her keyword, bike. This gives her store's site a better chance to be seen and increases the chances of Hiroko's ad showing up for search terms she may not have thought about.

Example of a DSA?

-You specify the pages of your website, daily budget, and an ad template. -The customer enters their search term in Google Search. -If you have content relevant to the search, Google dynamically generates an ad headline and destination URL to the best matching page on your site. ****TECHNICAL: Using Google's web crawling technology, Dynamic Search Ads indexes your website and uses that index list to ultimately determine if a customer's search is relevant to your business. If the search term matches the index, Dynamic Search Ads will automatically create a headline and a destination URL customized to the customer search term and will enter a dynamic search ad based on your template into the Google Ads auction. You only need to create the description in the template beforehand — everything else is automatic and based on the customer's search term. Dynamic Search Ads produces highly relevant ads that complement your other Google Ads campaigns. These ads deliver value for relevant searches that aren't covered by existing keywords, complementing your keyword strategy and ensuring that you aren't missing any relevant searches.

Search campaign type

-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

What are smart campaigns?

-the default for advertisers new to Google Ads. -great fit for those who want an easy way to reach relevant customers and drive results but have limited time or experience with managing Google Ads campaigns. -STILL customizable

What is Ad Scheduling?

Allows you to choose certain days or hours of the week for your ads to show

Google ads is built around 3 principles

1. Relevance - Can customize options, like keywords and locations, to get in front of the most relevant customers 2. Control- Complete control over budget: how much to spend per month, day, and per ad. You have access to change strategies, adjust, and modify 3. Results- Pay only for results by checking how the site, apps, and ads are performing

What is a Start and End date?

Allows you to choose certain days or hours of the week for your ads to show

How many factors determine quality of an ad?

3: Expected clickthrough rate, Ad landing page experience, Ad relevance

How many specialized campaigns are there?

3: Local, Hotel, Discovery

How many components of Quality Score help improve ad quality?

3: eCTR, Ad relevance, Landing page experience

How many campaign types are there?

5 : Search, Display, Video, Shopping, and App

How many factors does Ad Rank have at a high level?

5: Bid, Ad rank threshold, Context of query, Ad extensions impact, Auction-time ad quality

How many targeting options are there for Dynamic Search Ads?

5: Landing pages from standard groups, Categories, URL contains, URL is, Page feeds

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. ****During a real-time auction, many additional factors (like the user's device, the user's location, and the time of day) are considered to determine the quality of an ad.

What is Ad relevance?

How closely the ad matches the intent behind a user's search

What is Location Targeting?

Allows you to restrict where your ads appear, based on the user's language settings and language of the site

What is Budget?

Average amount of how much you are willing to spend each day, knowing it can be changed

What are Geographic Locations?

Campaign ads are eligible to show to customers located in, or who show interest in, a certain location

What is a Bid Strategy?

Controls the manner in which you pay for users to interact with your ads. Once you choose the metric you'd like to focus on for your campaign, you'll see different bidding options to help you optimize for it. You can choose to manually set your bids for clicks on your ads, or let Google Ads do it for you. The way she sets her bids for different keywords; can manually set her bid amount for each keyword, or let Google Ads do it for her.

How do you optimize campaigns?

Device targeting, locations and language targeting, bidding and budget settings, and ad extensions

Hotel (specialized) campaign type

Display hotel prices and availability on Search, Maps, and Assutant to connect you with the millions of travelers actively searching for you

Example of Ad Scheduling?

For instance, Hiroko can choose to have her kid bikes ads display during evening hours or weekends if she knows that customers search more often during those days and times for kids bikes

What is a Page feeds targeting option?

Generate your ad group's DSA targeting based on a feed of specific URLs, mapped to custom labels that can be updated automatically

Auction-time ad quality (Ad Rank) factor

Google Ads also looks at how relevant and useful your ad and the website it links to are to the person who'll see it. Quality Score is an aggregated estimate of our assessment of the quality of your ad.

How does Ad Rank determine your ad position?

Google Ads calculates Ad Rank for every ad in the auction. Ad Rank determines your ad position and whether your ads are eligible to show at all. Generally speaking, the ad with the highest Ad Rank gets to show in the top position, and the ad with the second highest Ad Rank gets to show in the second position (assuming the ads clear the relevant thresholds), and so on.

What is a Google Ads auction?

Google Ads uses an auction system to rank the ads that appear on the search results page, and to determine the cost for each ad click. The order in which ads appear on the page is based on a calculation we call Ad Rank.

Local (specialized) campaign type

Help drive important offline metrics -- like store visits or in-store sales -- by advertising on multiple platforms

What is Landing page experience?

How relevant, transparent, and easy-to-navigate the page is for users

Example of URL is targeting option?

If you want to create a dynamic ad group based on your "special offers" page, you can choose to target just that page

Ad extensions

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

What are Ad extensions?

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

Example of a Start and End date?

Let's say Hiroko is running a special promotion on mountain bikes during the summer. She wants to have specific ads promoting the sale. The sale only runs for 30 days, so she doesn't want her ads about the promotion to run outside of those dates.

Device targeting

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

Discovery (specialized) campaign type

Reaches audiences across the Youtube Home Feed, Gmail, and Google's Discovery Feed -- all with one campaign

What are Devices?

Targets all types of devices, which include desktop, tabet, and mobile. You can also choose to customize ads for different devices

TIP! about broader & exact match types::

The broader match types (broad and broad match modifier) help you discover terms that you might not be aware of already, whereas exact match is good for those search terms you know your customers will be using when they're searching for a product or service that you want to provide specific messaging for.

What is Landing pages from standard groups targeting option?

The easiest option, as it includes all webpages that you're already using as landing pages for your ads across your accounts

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.

Ad Rank threshold (Ad Rank) factor

To help ensure high-quality ads, we set maximum quality thresholds that an ad must achieve to show in particular as position

Ad extensions impact (Ad Rank) factor

When you create your ad, you have the option to add extra information to your ad, such as a phone number, or more links to specific pages on your site. These are called ad extensions.Google Ads estimates how extensions and other ad formats you use will impact your ad's performance.

Bid (Ad Rank) factor

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

How do you translate user intent into business results?

With Google Search campaigns, your ads show up alongside search results when people are looking for the products or services you offer

Context of query (Ad Rank) factor

With the ad auction, context matters. When calculating Ad Rank, we look at the search terms the person has entered, the person's location at the time of the search, the type of device they're using (e.g., mobile or desktop), the time of the search, the nature of the search terms, other ads and search results that show on the page, and other user signals and attributes.

What is a URL contains targeting option?

You can target pages of your site containing specific strings

What is a URL is targeting option?

You can target specific URLs

Example of a Page feeds targeting option?

You want to make a campaign for TVs that are on sale. You'll need to create a feed and label all the TVs being sold at a discount "ON_SALE". In your dynamic ad group, choose to target custom labels, and enter "ON_SALE" as a custom label. You'll also be able to add a custom bid for that target.

Example of URL contains targeting option?

You want to target all the blog-related pages of your electronics website based on the URL string that appears when you navigate the site. If all of those URLs follow a similar pattern, like example.com/blog/, you should target every one that contains "blog."

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.

Locations 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.

What is a Dynamic Search AD (DSA)?

can help you increase the reach of your Search campaigns. Instead of creating an ad for each page on your site and adding keywords for each of those ads, Dynamic Search Ads uses Google's understanding of your site to customize and target your ads.

Example of an Ad extension?

since Your ADventure has physical stores, Hiroko can add store locations and phone numbers. She can also add links to specific pages on her site for the different bikes she sells