Increase Conversions with Performance Planner, Deliver the Right Message on Google Display Ads, Increase Efficiency with Automated Bidding, Reach Users on Google Display Ads, 2. Display campaign types, 1. Display advertising on Google Display ads, 2....

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.

List the three Google Display ads targeting options available that can help users influence consideration.

In-Market audiences Custom Intent audiences Similar Audiences

Summarize "ad extensions."

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

How can Google Ads help to promote your app?

Increase installs and interactions with your app.

Which advantage of smart display campaigns does this describe? 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.

Insights

Intro (not a question) Planning is the crucial first step to achieving success with Google Ads. Digital marketing is constantly evolving, which helps businesses like yours connect with more customers. By planning your Google Ads budgets on a monthly basis in advance, you can help ensure that when people need products or information, your ads can meet them at the right time to help maximize conversions and achieve your key performance indicators (KPIs).

Intro (not a question)

What's the main goal of the Google Ads Performance Planner tool?

It helps you forecast and determine your budgets, while also improving your return on investment.

Target return on ad spend (Target ROAS)

This revenue-focused bidding strategy automatically sets bids to help get as much conversion value as possible at the target return on ad spend you set.

Summarize "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.

Summarize "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.

In-Market (one of three Google Display ads targeting options to help influence consideration)

________ audiences are a powerful way to drive consideration among people who are actively researching and intending to buy new products or services.

Display Ads

________ can help you promote your business when people are browsing online, watching YouTube videos, checking Gmail, or using mobile devices and apps. With ________ ads, you can take an approach that enables greater efficiency or greater creative control.

How does the Performance Planner work?

________ 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. 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.

What are 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.

Google Ads is built around three principles. What are they?

relevance, control, and results

What is the primary goal of revenue-focused bidding strategies?

Revenue

Summarize "massive scale" - an advantage of display ads.

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

Which advantage of smart display campaigns does this describe? 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.

Scale

Which type of ad is best suited for the following goal: Drive action on your site when users are searching for similar products or services.

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 ________ campaign, you can make sure potential customers notice your brand, consider your products, and take action.

Search

List and describe three factors to check while budget planning.

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.

Which of the Performance Planner Best Practices does this describe? "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."

Set bids and budgets using non-last click conversions.

Which type of ad is best suited for the following goal: Promote your products, share details about your inventory, and boost traffic to your online or physical store.

Shopping

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

Shopping

Describe "Enhanced CPC" - one of the four bidding strategies of standard display campaigns.

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

Describe "Target ROAS" - one of the four bidding strategies of standard display campaigns.

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

Forecasting (one of four components of the Google Performance Planner)

Google Search ad auctions — made up of billions of searches per week — powers our forecast engine.

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.

List four campaign optimization features.

*Ad extensions *Bidding and budget settings *Device targeting, *Locations and language targeting

What inputs do you provide to smart display campaigns?

*what your ads will say *images you want to use daily budget *cost-per-acquisition *(CPA) performance targets

What factors affect the bidding strategy you should choose?

*which networks your campaign is targeting *whether you want to focus on improving clicks, visibility, conversion, etc.

When should you use 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.

Describe "Target CPA" - one of the four bidding strategies of standard display campaigns.

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

List four types of automated bidding strategies and the goal of each type.

*Awareness-based bidding strategies (awareness of brand and campaigns with brand terms) *Consideration-focused bidding strategies (clicks) *Conversion-focused bidding strategies (conversions) *Revenue-focused bidding strategies (revenue)

Why should you use consideration-focused bidding strategies?

*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

List three advantages of intent signals and machine learning.

*Deep understanding of user mindset *Effective use of machine learning *Unique insights

List and describe the four main bid strategies in standard display campaigns.

*Enhanced CPC *Maximize Conversions *Target CPA *Target ROAS

List and describe three key benefits of AMPHTML ads.

*Faster ads drive better performance: ________ 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: ________ 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: ________ need validation before they're served, reducing the risk of malware and building trust in the brands users are engaging with.

When should you use the conversion-focused bidding strategy "Enhanced cost-per-click (eCPC)?" (two parts - for search ads & display ads)

*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.

List four components of the Google Performance Planner.

*Forecasting *Simulation *Machine learning *Validation

When should you use revenue-focused bidding strategies?

*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. *If you're tracking conversion value and have campaigns that have at least 50 conversions in the past 30 days for Search and at least 15 conversions in the past 30 days for Display. *

List and describe four advantages of Google Display Ads.

*Powerful intent signals *Massive scale *Measurable performance *Easy campaign set-up

There are two main types of ad formats you can leverage for your Display campaign. List them and their advantages.

*Responsive Display ads: Greater efficiency and scale *Uploaded ads (Image & AMPHTML): Greater control

List three reasons why Google Ads campaigns should be planned and optimized on at least a monthly basis.

*Seasonality, *fluctuating auctions, and *competitors

List three benefits of smart display campaigns.

*Simplicity *Insights *Scale

What are the two types of display campaigns?

*Standard Display campaigns *Smart Display campaigns.

Use a Shopping campaign to...

*advertise your online and local inventory *boost traffic to your website or local store, and *find better-qualified leads.

List the three core automation models that drive Smart Display campaigns.

*automated bidding, *automated targeting, *and automated creatives.

Use a Display campaign to... (two parts)

*increase exposure and *reach audiences with specific interests across the web.

Use a search campaign to make sure potential customers... (three parts)

*notice your brand *consider your products, and *take action.

Describe "automated creatives"

*one of three core automation models that driving Smart Display campaigns. 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. Note: Smart Display campaigns can also use your data feed to render dynamic ads based on the items in your feed.

Describe "automated bidding."

*one of three core automation models that driving Smart Display campaigns. 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.

Describe "automated targeting."

*one of three core automation models that driving Smart Display campaigns. 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.

Smart Display campaigns...(four parts)

*rely on the existing CPA model to set the bids at the right time. *use a new auto-targeting infrastructure to deliver the best of *display targeting across the entire mid- and lower-funnel *leverage a new auto-optimized creative technology to combine raw creative assets (logos and images), and build custom ads for each auction.

Video campaigns engage customers in different ways, like... (two parts)

*showing ads before their favorite music video, or *while they're researching an upcoming purchase.

Smart campaigns are a great fit for users who...

*want an easy way to reach relevant customers *want an easy way to drive results *have limited time or experience with managing Google Ads campaigns.

Three Key Benefits of Responsive Display Ads

1)Automation 2)Reach 3)Simplicity

Name and describe six ways that Google Ads can help to advance your business goals.

1)Drive sales 2)Get leads 3)Increase website visits 4)Influence consideration 5)Build awareness 6)Promote your app

List four benefits of Google Ads automated bidding.

1)Machine learning 2)Time saved 3)Auction-time bidding 4)Depth of signals used and cross analysis

List the key factors of automated bidding.

1)Performance 2)Auctions 3)User Journey Complexities

How to use Performance Planner (four steps and descriptions)

1. Learn: Create a new budget plan to learn the best bids and budgets for your campaigns to drive incremental conversions. 2. Explore Explore further optimizations and forecast how you can grow your business with Google Ads. 3. Do: Review and implement changes prescribed by your Performance Planner plan. 4. Repeat: Ensure you react to external factors and optimize to the target metrics set. Use Performance Planner on a monthly basis for best results.

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 three recommendations. These recommendations are campaign settings forecasted to help drive maximum conversions and the most efficient return on your investment for your targeted budget. List and describe the three recommendations.

1. 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) 2. Search Maximize Clicks or Maximize Conversions campaigns: Recommended average daily budget 3. Search Target CPA or Target return on ad spend (ROAS) campaigns Recommended average daily budget, Campaign-level Target CPA, or Campaign-level Target ROAS

Optimal budgets and bids are crucial to getting the most of your marketing budget. List and describe four ways that Google's 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)

By planning your Google Ads budgets in advance, you can...(three parts)

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

Responsive Display Ads

50% more conversions at a similar cost-per-acquisition (CPA) when advertisers add ________ to their image ad campaigns.

Which targeting option is best for achieving brand awareness? A)Affinity B)Custom Intent C)In-Market D)Remarketing

A)Affinity

Which of the following is a core benefit of Google Ads automated bidding? A)Auction-time bidding B)Daily budget pacing C)Impression share-based bidding D)User ID-based bidding

A)Auction-time bidding

What are the three main automation components of Smart Display campaigns? A)Automated bidding B)Automated conversions C)Automated creatives D)Automated targeting

A)Automated bidding C)Automated creatives D)Automated targeting

What are the THREE marketing objectives that can be met via targeting on Google Display ads? A)Build awareness B)Drive action C)Generate buzz D)Influence consideration

A)Build awareness B)Drive action D)Influence consideration

Which of the following are the benefits of using Responsive Display Ads? A)Simplicity B)Automation C)Control D)Reach

A)Simplicity B)Automation D)Reach

Which campaign type would you pick for the following scenario? These ads appear on their own or within other streaming video content on YouTube and across the Google Display Network. A)Video B)Shopping C)Universal App D)Search

A)Video

Choose the campaign goal for this auto-bidding strategy: Target Impression Share A)Visibility B)Traffic C)Conversions D)Revenue

A)Visibility

When should you use the conversion-focused bidding strategy ""?

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

When should you use the conversion-focused bidding strategy "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

After a simple setup process, ________ 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 ________ campaign, you can increase engagement, app installs, and even in-app actions, like signing up for a newsletter or ordering a product.

App

List the six types of Google Ads campaigns.

App, Display, Search, Shopping, Smart and Video

What's required to be eligible for a smart display campaign?

At least 50 conversions on Display — or at least 100 conversions on Search — in the last 30 days.

Which of the three factors of automated bidding does this describe? 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.

Auctions

Machine learning (one of four benefits of Google Ads automated bidding)

Automated bidding uses ________ 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.

Which key benefit of Responsive Display Ads does this describe? When you create a Responsive Display Ad by uploading different assets into Google Ads, 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.

Automation

Which targeting option is best for influencing consideration? A)Custom Affinity B)Custom Intent C)Demographics D)Remarketing

B)Custom Intent

What TWO types of remarketing can be used on Google Display ads? A)Custom remarketing B)Dynamic remarketing C)Email remarketing D)Standard remarketing

B)Dynamic remarketing D)Standard remarketing

Which campaign type would you pick for the following scenario? These ads promote your products by giving users detailed information about what you're selling. They appear on Google Shopping and next to search results. A)Video B)Shopping C)Universal App D)Search

B)Shopping

Choose the campaign goal for this auto-bidding strategy: Maximize clicks A)Visibility B)Traffic C)Conversions D)Revenue

B)Traffic

What two main ad formats can be used in a Google Display ads campaign? (select ALL correct choices) A)Search Ads B)Uploaded Ads C)Social Ads D)Responsive Display Ads

B)Uploaded Ads D)Responsive Display Ads

When should you use conversion-focused bidding strategies?

Choose these bidding strategies if you're tracking actions post-click, valuing conversions equally, and looking to maximize the number of conversions.

What is the primary goal of consideration-focused bidding strategies?

Clicks

What's automated bidding?

Bidding is a key success factor for online marketing, and the bid strategy you choose directly influences how your campaigns perform and how visible your ads are in the unique moments that are important to your business. Google Ads offers several bid strategies that are tailored to your marketing goals and different types of campaigns. Depending on your focus, you can determine which strategy is best for you. In this module, you'll learn how to explain the challenge with setting bids and recall the benefits of how automated bidding solves the challenge.

How Can Google Ads help your business to get leads?

Boost conversions by encouraging people to take action.

What are Google's three main marketing objectives?

Build awareness Influence consideration Drive action

Choose the campaign goal for this auto-bidding strategy: Target CPA A)Visibility B)Traffic C)Conversions D)Revenue

C)Conversions

Which campaign type would you pick for the following scenario? These ads drive engagement, app installs, and in-app purchases. They appear across the Google Search and Display Networks, as well as on Google Play and YouTube. A)Video B)Shopping C)Universal App D)Search

C)Universal App

What is the key benefit of uploaded ads?

Complete creative control: You can develop these ads yourself using templates to decide how best to combine your different images, text, and logos.

What is the primary goal of conversion-focused bidding strategies?

Conversions

Which of the Performance Planner Best Practices does this describe? "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."

Create multiple plans for campaigns that have different marketing objectives

Which of the Performance Planner Best Practices does this describe? "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."

Create separate plans for each marketing objective

What are Image Ads?

Created outside of Google Ads (in Google Web Designer, for example), ________ 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.

Time saved (one of four benefits of Google Ads automated bidding)

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.

How can Google Ads help you advance your business goals? A)By building awareness of your brand B)By driving online, in-app, in-person, and over-the-phone sales C)By influencing consideration of your products and services D)All of the above

D)All of the above

Choose the campaign goal for this auto-bidding strategy: Target ROAS A)Visibility B)Traffic C)Conversions D)Revenue

D)Revenue

Which campaign type would you pick for the following scenario? These ads show up next to Google search results and on other Google partner sites, like YouTube, when people search for products or services you offer. A)Video B)Shopping C)Universal App D)Search

D)Search

Which of the following is NOT a component of Google Display ads' value proposition? A)Intent B)Machine learning C)Performance D)Search

D)Search

What advantage of "intent signals and machine learning" does this describe? 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.

Deep understanding of user mindset

With ________ 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 _____ Feed — all with one campaign.

Discovery

List the three types of specialized campaigns (for niche industries or customer bases).

Discovery, Hotel, and Local

Google ________ 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 ________ campaign to increase exposure and reach audiences with specific interests across the web.

Display

Which type of ad is best suited for the following goal: Increase brand awareness when users are browsing content they're interested in online.

Display

Describe "Maximize Conversions" - one of the four bidding strategies of standard display campaigns.

Drive as much conversion volume as possible within your budget

What advantage of "intent signals and machine learning" does this describe? Google uses advanced machine learning capabilities to bring best-in-class automation, bidding, and targeting to reach users at just the right moment.

Effective use of machine learning

How can Google Ads help to influence consideration of your business?

Encourage people to explore your products and services.

True or False: Uploaded ads give advertisers access to more inventory than Responsive Display Ads.

False

True or False: Another term for the Performance Planner is the Recommendations page.

False (Performance Planner is different from the Recommendations page. On the Recommendations page, you can apply optimization suggestions to help improve your campaigns. Whereas Performance Planner is your go-to tool for deciding the budget required to help reach your marketing goals.)

Are uploaded ads or Responsive Display Ads better in terms of efficiency?

Responsive Display Ads

List and describe two reasons to use the Performance Planner.

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.

How can Google Ads increase website visits?

Get the right people to visit your website.

Describe Google Ads core principle of "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.

Describe Google Ads core principle of "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.

Creative testing

Google does billions of creative A/B tests for your business. Google also leverages multiple machine learning modules (asset selection, color extraction, auto-fitting, and more) to create the right message to the right user across desktop, mobile, and apps.

Summarize "powerful intent signals" - an advantage of display ads.

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

How Can Google Ads help your business to drive sales?

Grow online, in-app, in-person, and over-the-phone sales.

uploaded ads

Hiroko takes her branding very seriously. Because she has exact requirements for how and where her ads will show, it may be best to use ________. This option will likely limit her reach, as ________ don't have access to the same inventory as Responsive Display Ads.

Responsive Display Ads

Hiroko values performance over everything else. To best achieve that goal, she should take advantage of ________, which automatically adjust to the available ad space. They can run in native and non-native inventory.

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

Hotel

Describe "Custom Affinity" - one of Google's three ad targeting options to help build awareness.

If one of the 100+ off-the-shelf __(other type)__ audiences doesn't meet your needs, create your own with ________ audiences. This feature allows you to define and target custom-made audiences, giving you substantive reach against niche groups of users. For example, Hiroko wants to find people interested in outdoor activities such as bicycling, rather than general health and fitness buffs.

When should you use the revenue-focused bidding strategy " Target return on ad spend (Target ROAS)"?

If you want to automatically optimize bids to maximize revenue within your target ROAS.

Custom Intent (one of three Google Display ads targeting options to help influence consideration)

If you want to create a tailored audience that isn't covered in one of our In-Market audience segments, ________ 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.

________ 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.

Local

When should you use the conversion-focused bidding strategy "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.

Summarize "measurable performance" - an advantage of display ads.

Maximize results with Google Display ads' measurable performance.

How often is it recommended to repeat the budget planning process?

Monthly

Notes: Google does billions of creative A/B tests for your business. Google also leverages multiple machine learning modules (asset selection, color extraction, auto-fitting, and more) to create the right message to the right user across desktop, mobile, and apps.

Notes (not a question)

Notes (not a question)

Notes (not a question) 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.

Notes

Notes (not a question): Enhanced CPC, Target CPA, Maximize Conversions, and Target ROAS fall specifically under the umbrella of Google Ads Smart Bidding. They're conversion-based bid strategies that leverage an exclusive set of signals to bid at auction time. Once you've decided which automated bid strategy works for your business, check out the Finding success with Smart Bidding: Google Best Practices (Search) and the Smart Bidding Guide (Display) to help further simplify your account structure and get the most of your bid strategy.

Summarize "easy campaign set-up" - an advantage of display ads.

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.

Depth of signals used and cross analysis (one of four benefits of Google Ads automated bidding)

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.

Auction-time bidding (one of four benefits of Google Ads automated 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.

Simulation (one of four components of the Google Performance Planner)

Our forecast engine simulates relevant ad auctions with query level variables, including seasonality, clickthrough rate, competitors, landing page, and time of day.

Describe Google Ads core principle of "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.

Which of the three factors of automated bidding does this describe? 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.

Performance

How do I see and implement the changes recommended by the Performance Planner?

Performance Planner provides a CSV download with the recommended bid scaling, Target CPA, Target ROAS, and average daily budget amounts.

What are awareness-based bidding strategies used for?

Raising awareness of your brand and campaigns that include brand terms.

Which key benefit of Responsive Display Ads does this describe? Multiple assets can be uploaded per asset type, such as headlines, logos, images, and videos. The ads that Google assembles automatically adjust their size, appearance, and format to fit just about any native or non-native ad slot.

Reach

How can Google Ads help your business by building awareness?

Reach a broad audience and maximize exposure

Summarize "device targeting."

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

Which of the Performance Planner Best Practices does this describe? "Forecasts improve when plans are generated closer to the actual run date. Make sure to regularly check back on your plan before implementing it."

Regularly check your plan.

Standard remarketing (one of two Google Display ads targeting options to help drive action)

Show ads to your past visitors as they browse network websites and use network apps with ________. 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.

Which advantage of smart display campaigns does this describe? 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.

Simplicity

Which key benefit of Responsive Display Ads does this describe? 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.

Simplicity

Looking for an automated solution for small businesses? ________ campaigns are here to help! Just choose your business goals and let machine learning deliver results through Google's Search, Display, and Maps networks. ________ campaigns are the default for advertisers new to Google Ads. They're a 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. Let our ________ technology improve your ads, so you can focus on what's most important — running your business.

Smart

When should you choose 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.

Which campaign type is well-suited to the following scenario? Why? *Users are new to display advertising and want a fast and highly performing campaign *Focused on performance and currently only runs on search *Want(s) to reach new potential customers

Smart campaigns deliver both remarketing and re-engagement/prospecting on Display with performance, simplicity, and low time commitment

Fill in both blanks: ________ Display campaigns offer full automation, and ________ Display campaigns offer more control.

Smart, Standard

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

Standard

What two types of remarketing help to drive action?

Standard, dynamic

Target impression share

This awareness-based bidding strategy 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.

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.

This conversion-focused bidding strategy automatically adjusts your manual bid up or down based on each click's likelihood to result in a conversion.

Target cost-per-acquisition (tCPA)

This conversion-focused bidding strategy automatically sets bids to help you increase conversions while reaching your average cost-per-acquisition goal.

Tip (not a question): Based on 250 random Google Ads Customer IDs*, Performance Planner highlighted how to find an average 43% increase in conversions — for the same investment — by reallocating bids and budgets between campaigns. It's also been seen to highlight how to grow conversions by 80% for the same CPA (no diminishing returns).

Tip (not a question):

True or False: 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.

True

True or False: It's best practice to separate campaigns with different marketing objectives into different Performance Planner plans, so that spend is not reallocated between two different marketing budgets or objectives.

True

True or false: Creatives are the face of your brand. Responsive Display Ads and uploaded ads are the avenues in which you can communicate your business to your audience in your Google Display ads campaign.

True

True or False: Performance Planner is a planning tool and does not optimize in the Google Ads front end toward forecasted KPIs.

True. (Unpredictable external factors in a dynamic auction environment can mean Performance Planner forecasts may have discrepancies, so it's important to continually monitor performance and optimize toward performance targets.)

What advantage of "intent signals and machine learning" does this describe? Google's proprietary, real-time view of context and user behavior on our owned and operated properties and across the web powers our unique understanding of user intent and our full audience suite. Reach users in the moments that matter.

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

Advantages to 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.

Which of the Performance Planner Best Practices does this describe? "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."

Use non-last click attribution conversions

Which of the Performance Planner Best Practices does this describe? 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"

Use optimization score in the recommendations page to improve your campaigns

Which of the Performance Planner Best Practices does this describe? "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 the performance targets feature

Which of the three factors of automated bidding does this describe? 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.

User Journey Complexities

Which type of ad is best suited for the following goal: Reach your target audience at scale and bring your business' story to life.

Video

With ________ ads, you can reach the right audience at scale and capture their attention. Show your ads on their own or within other streaming ________ content on YouTube and across Google's network of websites and apps. Only pay when people choose to watch your ad. ________ 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.

Video

What is the primary goal of awareness-based bidding strategies?

Visibility

Validation (one of four components of the Google Performance Planner)

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.

Machine Learning (one of four components of the Google Performance Planner)

We use machine learning to fine tune forecasts and achieve a higher level of accuracy.

When should you choose "influence consideration" - as your Display campaign marketing objective?

When you want to engage with users that are actively researching products or services.

When should you choose "drive action" as your Display campaign marketing objective?

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

When should you choose "build awareness" as your Display campaign marketing objective?

When you want to reach a broad audience and maximize your brand exposure.

Describe "Affinity audiences" - one of Google's three ad targeting options to help build awareness.

With ________, 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. For example, Hiroko wants to reach health and fitness buffs.

Maximize clicks

With this consideration-focused bidding strategy, users set bids to try to get you as many clicks as possible within a target spend amount that you choose.

Maximize Conversions

With this conversion-focused bidding strategy, 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.

Dynamic remarketing (one of two Google Display ads targeting options to help drive action)

Work to boost your results with ________, which takes remarketing to the next level with ads that include products or services that people viewed on your website. Create 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.

What can display targeting be used for? How is it done?

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.

Describe "Demographic targeting" - one of Google's three ad targeting options to help build awareness.

________ 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. For example, Hiroko wants to reach men and women, ages 25-45.

Similar (one of three Google Display ads targeting options to help influence consideration)

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

What are 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.

Why use Performance Planner in Google Ads over traditional forecasting methods?

________ 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.

What's the Google Ads 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.

What is 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.

How does Performance Planner forecast campaign performance?

________ 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.

With an App campaign, you can increase... (three to four parts)

engagement, app installs, and even in-app actions, like signing up for a newsletter or ordering a product.

Intent signals and machine learning enable...(one part)

greater relevance to achieve your desired outcome, at scale.

Are uploaded ads or Responsive Display Ads better in terms of control?

uploaded ads