7-9 Google Ads Search

3 ways to promote ~Consideration~ marketing goal

---1. In-Market audiences: a powerful way to drive consideration among people who are actively researching the products or services you offer and who we've inferred are in-market to buy them, including those thinking of buying from other places. ----2. Remarketing Lists for Search Ads (RLSA): RLSA helps you reach people who have engaged with your website or YouTube channel in the past. -----3. Similar Audiences for Search: helps you find new customers that share the behaviors and characteristics of your remarketing audience segments.

How would you use Detailed Demographics?

--Imagine that someone has searched for the best toys for their toddler on Google.com, recently viewed the best recipes for kids on YouTube, looked for the Children's Amusement Center on Google Maps, and installed potty training apps on their mobile device. Our system would recognize that this person is likely caring for a toddler, and would place them in a Parents of Toddler audience. --An online business selling toys suitable for babies aged 1-3 can layer the Parents of Toddler audience onto their Search campaign, so when they're targeting the broad keyword "toys," they know their ads will only be shown to a relevant segment of parents.

3 ways to meet your marketing goals

1. Awareness 2. Consideration 3. Conversion & loyalty

2 ways to promote ~Conversion and loyalty~ marketing goal

1. Customer Match: allows you to upload your own data into Google Ads and reach custom segments across devices. Find your loyal customers, exclude your current customers, and expand to reach those that resemble your customers. ----2. Remarketing Lists for Search Ads (RLSA): can help you reach those who were your customers in the past (those who've gotten to your website's thank-you page).

2 ways to promote ~Awareness~ marketing goal

1. Detailed Demographics: allows advertisers to reach people based on advanced demographic criteria like marital status, education, parenting stage, and homeownership. ----2. Affinity Audiences: aggregates people who have demonstrated a strong interest in a given topic.

3 ways that Google's Audience solutions can help enhance your Search strategy

1. Variable bidding 2. Keyword expansion 3. Creative customization

What is Keyword expansion? (What, how, Why care?)

1. What: Expand your keyword set to larger set terms and more broad terms. Engage the mid- and upper funnel for greater reach. ---2. How: Create ad groups that target generic keywords and only show ads to certain audiences. Bidding for generic keywords can be costly, as it's not always a given that people searching for those terms are in the market for your product. ---3. Why care?: For example, people searching for the term "commute options" might not be looking for bicycles and aren't relevant customers for a bike shop. You may decide to create an ad group that targets generic terms like "commute" and only have your ads shown to people that have been added to an in-market list for "Autos & Vehicles > Vehicles (Other) > Bicycles & Accessories," increasing the relevancy of your ad.

What is Variable bidding? (What, how, Why care?)

1. What: Layer at least one audience group on top of your Search campaign, and bid differently for that audience based on their value to your business. ---2. How: Increase your bids on certain audiences: If you bid higher for certain audiences, you'll potentially have your ad shown at a better position when people search for you. For example, using Affinity Audiences, Hiroko could bid higher for customers searching for "mountain bikes" who are also passionate about outdoor adventure sports. ---3. Why care?: Ad auctions are competitive, and you want to make sure you're making the right bids when certain groups of people are searching for you. ***********TIP: Decrease your bids on certain audiences: Certain audiences might not have as strong a performance as others do, so you can reduce your bids when those audiences search for you. For example, using Remarketing Lists for Search Ads, you may know that certain past visitors have a low shopping basket average value. Bidding lower for lists that include such visitors may improve your overall campaign performance.

What is Creative Customization? ( What, how, Why care?)

1. What: Reach different audience segments with unique messaging that will resonate best with them. Using Google Audiences, you can tailor your ad creatives based on the user. ---2. How: You can build ad groups catering to specific audience lists and create bespoke text ads for those groups of people For example, using Customer Match, you can create an ad that will show only to people who have signed up to your mailing list, offering them a discount for returning to your site ---3. Why care?: The more relevant your ads, the better the user experience for your customers, leading to a higher click-through rate and better campaign performance! ---*****For example, using Remarketing Lists for Search Ads, you can create an ad that's relevant for new customers and only show it to them (by excluding all the people who've already visited your site in the past year).

What are In-Market Audiences?

Google's Audience solutions can tell the difference between interest and intent. Being able to identify groups that are in-market for your products and services is extremely valuable because it allows you to reach people when they're in the mindset to buy. This can result in a higher ROI than reaching customers that are only generally interested.

How to use In-Market Audiences?

Imagine that someone watched a video review of a car, installed the AutoTrader app on their mobile device, searched for auto financing help on Google.com and looked for local car dealerships on Google Maps. Our system would recognize that this person is likely in the market for a car, and would add him to an audience list of similar people. ---A bank specializing in automobile financing and looking to increase loans for potential car buyers might target the generic keyword "loans" and layer that campaign with an audience that's in-market for a car. This way, only people that are potentially interested in auto financing will see their ad.

How would you use Affinity Audiences?

Say a person regularly views videos about camping, has recently searched for the best fishing lures on Google.com, and has researched hiking trails on Google Maps. Our system would recognize that this person is likely passionate about the outdoors and would place them in an Outdoor Enthusiast affinity audience. ----If you were an online adventure sporting goods shop, you might like to bid on broad terms like "adventure sports," but would want to to avoid potentially irrelevant traffic. ----By layering the Outdoor Enthusiast affinity audience to your broad keyword targeting campaign, you'll make sure your ads are only seen by people who are truly passionate about the outdoors, increasing the relevancy of your ad and the likelihood of conversion.

What is Remarketing Lists for Search Ads (RLSA)?

Search campaigns generate valuable traffic to your website and can help you achieve excellent results. But not all user traffic is the same! --Remarketing Lists for Search Ads allows you to serve unique ad creatives and set your ad group bids differently, based on past interactions with your site or app.

How to use RLSA?

Some people searching for your keywords may have already interacted with your site in the past. For example: --They may have visited your homepage. --They may have added items to a shopping basket on your site, but then abandoned it. --They may be entirely new to your site, and have not yet discovered your incredible business

What is Affinity audiences?

aggregates users who've demonstrated a qualified interest in a given topic, allowing you to access the people your product or service will most likely matter to.

What are Detailed Demographics?

you can reach customers based on their activities on Google.com. These activities may indicate certain things about their lives, including parental status, parenting stage, homeownership status, marital status, and education status. --Parental status - Whether or not they're a parent --Parenting stage - Ages of their children --Homeownership - Whether they own or rent their home --Marital status - Whether they're married, in a relationship, or single --Education status - Level of education they've achieved or if they're currently attending college