Google Certification (Ads)

Performance planner tools

-forecasting -simulation -machine learning -validation

Benefits of AMPHTML Ads

6x faster than regular ads on AMP pages, making them more viewable, more effective, and more likely to perform well. Most secure (AMPHTML ads need validation before they're served, reducing the risk of malware and building trust in the brands users are engaging with)

Enhanced CPC (bidding)

Automatically adjusts your manual bid up or down based on each click's likelihood to result in a conversion

Maximize conversions (bidding)

Automatically adjusts your manual bid up or down based on each click's likelihood to result in a conversion

Target ROAS (bidding)

Automatically sets bids to help get as much conversion value as possible at the target return on ad spend you set

Target CPA (bidding)

Automatically sets bids to help you increase conversions while reaching your average cost-per-acquisition goal

Benefits of Responsive display ads

Benefits: - Automation: Google uses a machine learning model to determine the optimal combination of assets for each ad slot based on predictions built from your performance history. - Reach: The ads that Google assembles automatically adjust their size, appearance, and format to fit just about any native or non-native ad slot. - Simplicity: By using Responsive Display Ads, you can reduce your overhead for managing ad portfolios within ad groups and campaigns and dedicate more time to performance improvement.

Performance (automated bidding)

Bids influence how visible your ads are and the amount of interaction you get in each unique moment

Targeting

Build awareness, influence consideration, drive action

target CPA (cost per action)

Conversions

Influence consideration

Encourage people to explore your products or services

Drive action

Get sales and leads by promoting people to take action

Auction (automated bidding)

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.

Building awareness

Increase how well people know your brand

User journey complexities

Many signals influence user behavior. Their intent and likelihood to complete valuable actions for your business vary based on location, time, device. (Automated bidding uses these signals)

Traffic

Maximize clicks

How often should budget planning be done?

Monthly

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

Two ad formats

Responsive display Ads, Uploaded ads (image & AMPHTML)

Standard remarketing

Show ads to your past visitors as they browse Display Network websites and use Display Network apps.

Affinity Audiences

TV-like audiences based on a holistic picture of their lifestyles, interests, and passions. (Based on what they are truly passionate about)

Uploaded Ads (control)

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 (uploaded ads don't have access to the same inventory as Responsive Display Ads)

Target impression share

Visibility

Drive action campaign

When you want to re-engage with users that have already shown interest in your brand

Responsive display Ads (efficiency)

ability to upload your own assets and create ads that serve in all ad slot sizes, into both native and non-native inventory. (Built for performance, reach, and scale)

Dynamic Remarketing

ads that include products or services that people viewed on your website

Shopping Ads

advertise inventory and boot website traffic/store, and find better leads

Custom Affinity audiences

allows you to define and target custom-made audiences, giving you substantive reach against niche groups of users.

Conversion and Campaign requirements (revenue focused bidding)

at least 50 conversions in the past 30 days for Search and at least 15 conversions in the past 30 days for Display.

Custom intent audiences

create a tailored audience that isn't covered in one of our In-Market audience segments (enter keywords and URLs that best represent audience) (best for influence consideration)

How performance planner works

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

AMPHTML Ads

enable marketers, publishers, and technology providers to deliver faster, and more secure ad experiences across all platforms

Influence consideration

engage with users that are actively researching products or services

What performance planner does

explore forecasts for your upcoming monthly, quarterly, and annual budgets for current campaigns, while also helping to improve your return on investment.

Similar audiences

find new users that may not know about your site but are searching similar products, done internally. i.e.: someone shops at Forever 21 they may see ads from Charlotte Russe

Performance planner

forecasting tool that uses machine learning to reveal the possibilities for your Google Ads campaigns

Automated Bidding

how your campaigns perform and how visible your ads are in the unique moments that are important to your business

Image Ads

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. (Benefits: complete creative control)

App ads

increase engagement, app installs, and in-app actions.

Search Ads

make sure potential customers notice your brand, consider products, and take action

target ROAS (return on ad spend)

revenue

Remarketing

show ads to the people who demonstrated their interest in what you offer with their visit to your website or app

Demographic targeting

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

Video ads

shown on YouTube and across googles network of websites (brings business story to life)

Conversion-focused bidding strategies

tracking actions post-click, valuing conversions equally, and looking to maximize the number of conversions

Revenue-focused bidding strategies

tracking the revenue or value associated with your conversions and want to maximize it at a specific return on ad spend target.

Display Ads

use display campaign to increase exposure and reach audiences with specific interests (appear across over 2mil sites)

How performance planner forecasts

uses a combination of account history and machine learning to power forecasts (In Google Ads tools, forecasts must meet a certain level of accuracy)

Consideration-focused bidding strategy

want to drive as many clicks as possible within a set level of spend

Awareness-based bidding strategy

want your ad to be visible for certain queries and even at certain locations on the page.

Automated bidding benefits

• Machine Learning • Automated bidding saves time • Auction time bidding • Depth of signals used and cross analysis