Google Ads- Display

custom affinity audiences

when one of the 100+ affinity audiences doesn't meet your needs you can define and target custom-made audiences, giving you substantive reach against niche group of users For example, Hiroko wants to find people interested in outdoor activities such as bicycling, rather than general health and fitness buffs.

When would you choose maximizing conversions for a 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

app campaigns

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

These ads appear on their own or within other streaming content on youtube & across the google network display network

video

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

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

Which targeting option is best for achieving brand awareness?

affinity

which targeting option is best for achieving brand awareness?

affinity

These ads drive engagement, app installs, an in-app purchases. They appear across the google search & display networks, as well as on google play & youtube

app

Target CPA

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

How can google ads help you advance your business goals?

by: -driving online, in-app, in-person, and over the phone sales -building awareness of your brand -influencing consideration of your products/services

Which targeting option is best for influencing consideration?

custom intent

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.

target impression share

helps make ads meet a specific impression share threshold for a specific location on the search results page: anywhere, top of page, or absolute top of page

When would you use revenue-focused bidding?

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

what is the goal of an awareness-based bidding strategy?

visibility

What two main ad formats can be used in a Google Display ads campaign?

-responsive display ads -uploaded ads

additional factors that you should check while budget planning:

-seasonality -market share -growth

What is the crucial first step to achieving successful with Google Ads?

Planning budget with Perfomance Planner

What are some of the benefits of leveraging google ads automated bidding strategies?

-machine learning -auction-time bidding

What are the components of Google Display ads value proposition?

-machine learning -performance -intent

How often should you plan budget?

Monthly

Which of the following are components of Performance Planner's forecast methodology?

-forecasting -validation -machine learning -simulation

Who should run Smart Display campaigns?

-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

What's the value of Google Display ads?

-Powerful intent signals -Massive scale -Measurable Performance -Easy campaign set-up

What are the three main automation components of Smart Display campaigns?

-automated bidding -automated creatives -automated targeting

Optimize campaign type by:

-device targeting: Reach your customers on any device, including desktops, tablets, and smartphones. -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. -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. -ad extensions: Include even more information with your ads, such as location details, links to pages on your website, and your phone number.

6 objectives that fuel business goals

-drive sales -get leads -increase website visits -influence consideration -build awareness -promote your app

which 2 types of remarketing can be used on google display ads?

-dynamic remarketing -standard remarketing

3 principles google ads was built around

-relevance -control -results

You're a brand manager with an eCommerce retail company. You're looking to advertise online and measure the volume of sales coming from your digital campaigns. Which of the following benefits of Google Ads could help you accomplish your goal?

-results Google Ads' measurement tools make it easy to understand the results of your advertising — and for you to make adjustments to increase the performance of your campaigns.

Search

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

Maximize Conversions

Drive as much conversion volume as possible within your budget. You don't need to provide a specific CPC, CPA, or ROAS target

Intent signals and machine learning

Google intent signals and machine learning enable greater relevance to achieve your desired outcome, at scale. -deep understanding of user mindset -effective use of machine learning -unique insights

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.

Want to attract additional customers beyond your manually targeted campaigns or simplify your existing campaign structure

Scenario: -Multiple mid-funnel campaigns running -Spends a lot of time micromanaging existing mid-funnel campaigns to find additional conversions Value Proposition: -Deliver better performance and reach than existing mid-funnel campaigns, with significant time savings

Have limited display advertising to remarketing but now want to reach people earlier in the buying process

Scenario: -Currently only running remarketing campaigns -Open to extend into mid-funnel to reach users who haven't been on your site for pure acquisition Value Proposition: -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.

Want to attract additional customers beyond your manually targeted campaigns or simplify your existing campaign structure

Scenario: -Focused on performance and currently only runs on search -Wants to reach new potential customers Value Proposition -Delivers both remarketing and re-engagement/prospecting on Display with performance, simplicity, and low time commitment

Google Ad Campaign Types

Search Display Video Shopping App

What's a Smart Display campaign?

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. To be eligible to set up a Smart Display campaign, you need to have gotten at least 50 conversions on Display — or at least 100 conversions on Search — in the last 30 days.

Which is the following is not a component of Google Display ads' value proposition?

search

For conversion-focused bidding, what bid strategy would you choose?

-maximize conversions -target cost-per-acquisition (tCPA) -Enhanced cost-per-click (eCPC)

when do you use a consideration-focused bidding strategy?

-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

Specialized Campaign Types

-Local: 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. -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. -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.

What changes will Performance Planner recommend?

-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

What are the 3 main automation components of Smart Display campaigns?

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

2 types of uploaded ads

-image ads -AMPHTML ads

Key benefit of image ads

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

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.

Similar Audiences

Finds users that are similar to an original remarketing list. It finds users that are similar in profile based on their recent browsing and interests around different topics Hiroko will use a "Similar to Cart Abandoners" remarketing list that's automatically created from her "Cart Abandoners" remarketing list.

When would you choose eCPC for a conversion-focused bidding strategy?

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.

How does Performance Planner forecast campaign performance?

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.

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. Hiroko wants to find a specific niche set of customers interested in purchasing children's bicycles. She can do this by creating custom audience segments using keywords, URLs, and apps as inputs.

When is using a revenue-focused bidding strategy a good fit?

If you're tracking conversion value & have campaigns that have at least 50 CVRs in the past 30 days for search and at least 15 CVRs in the past 30 days for display

Display

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

When would you choose tCPA for a conversion-focused bidding strategy?

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.

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 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.

How do I see and implement these recommended changes?

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.

Shopping

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. 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.

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. In-Market Audiences are a powerful way to drive consideration among people who are actively researching and intending to buy new products or services. Hiroko will use the In-Market audience segment for outdoor recreational equipment.

Video

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

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.

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. Hiroko wants to reach users that have visited her website but not purchased and show them an ad with a promotional discount code

For revenue-focused bidding, what bid strategy would you choose?

Target ROAS

For awareness-based bidding strategy, what bid strategy would you choose?

Target impression share

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.

image 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. 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.

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"

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. Hiroko wants to reach users that have viewed one of her bicycles but didn't purchase and show them an ad with that exact bicycle

To be eligible to set up smart display you need:

at least 50 conversions on display or 100 conversions on search in the last 30 days

Which of the following is a core benefit of Google Ads automated bidding?

auction time bidding

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. 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. 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, and so on. Taking all these signals into account for every auction and bidding can be done through automation.

affinity audiences

reach TV-like audiences based on a hollistic picture of their lifestyles, interests, passions. You can choose from 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.

What is the goal of using a revenue-focused bidding strategy?

revenue

These ads show up next to google search results & on other google partner sites, like youtube, when ppl search for products/services you offer

search

maximize clicks

set bids to try to get you as many clocks as possible within a target spend amount that you choose

These ads promote your products by giving users detailed info about what you're selling. They appear on Google Shopping and next to search results

shopping

4 types of automated bidding strategies

-awareness based bidding strategies -consideration focused bidding strategies -conversion focused bidding strategies -revenue focused bidding strategies

what are the 3 marketing objectives that can be met via targeting on google display ads?

-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.

best practices for performance planner

-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.

What are the 3 display ads targeting options to build awareness?

-demographic targeting -affinity audiences -custom affinity audiences

What are the three marketing objectives that can be met via targeting on Google Display ads?

-drive action -build awareness -influence consideration

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

-get accurate forecasts -get the benefits of machine learning

What are the 3 display ads targeting options to influence consideration?

-in market audiences -custom intent audiences -similar audiences

3 ways to drive action in display campaigns

-remarketing -standard remarketing -dynamic remarketing

What are the 3 display ads targeting options to drive action?

-remarketing -standard remarketing -dynamic remarketing

Which of the following are the benefits of using Responsive Display Ads?

-simplicity -automation -reach

What two types o remarketing can be used on google display ads?

-standard remarketing -dynamic remarketing

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)

what is the goal of conversion-focused bidding?

conversions

Smart Campaigns

automated solution, works for search, display & maps networks

Enhanced CPC

automatically adjusts your manual bid up or down based on each clicks likelihood to result in a conversion

Target ROAS

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

what is the goal of a consideration-focused bidding strategy?

clicks

which targeting option is best for influencing consideration?

custom intent

Which of the targeting options below will best help Hiroko reach a specific set of users who are likely to be within a particular age range?

demographic

true/false: Uploaded ads give advertisers access to more inventory than Responsive Display Ads.

false

why display ads?

greater efficiency and greater creative control

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

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. Hiroko creates a remarketing list of "Cart Abandoners" on her website

benefits of automated bidding

machine learning, time saved, auction-time bidding, depth of signals used and cross analysis

For consideration-focused bidding strategy, what bid strategy would you choose?

maximize clicks

What autobidding strategy do you choose for traffic?

maximize clicks

Hiroko has reviewed all of the available automated bidding strategies,. Which one should she choose, if she's focused on conversions to increase online bicycle sales within her budget?

maximize conversions

How often should you repeat the budget planning process?

monthly

demographic targeting

shows ads to users based on a combination of declared and inferred data such as age, gender, and parental status For example, Hiroko wants to reach men and women, ages 25-45.

Which of the following targeting options will help Hiroko reach users similar to those on her remarketing lists?

similar audiences

key benefits to smart display campaigns

simplicity -just need to input budget, bid, and creative assets 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. 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.

Which of the following remarketing options is a better fit for Hiroko if she doesn't have a data feed?

standard remarketing

What autobidding strategy do you choose for revenue?

taget ROAS

What autobidding strategy do you choose for conversions?

target CPA

What autobidding strategy do you choose for visibility?

target share impressions

Revenue-focused bidding strategies

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

true/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

consideration-focused bidding strategies

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

awareness-based bidding strategies

use if you want to make sure that your ad is visible for certain queries and even at certain locations on the page

conversion-focused bidding strategies

use if you're tracking actions post-click, valuing conversions equally, and looking to maximize the number of conversions

when do you use an awareness-based bidding strategy?

when raising awareness of your brand and campaigns that include brand terms