Google Ads Training

On Search Network where might your ads appear?

Google Search, Google Shopping, Google Maps and Google Play. In addition, search sites that partner with Google

Where do shopping ads show?

Google Shopping, Google Search, Google Search Partner websites, including Youtube and image search in some countries

How are ad extensions charged?

No fee to set up extensions. But each time someone interacts with her extensions - to place a call or click through to a specific page on your website - she'll pay the same amount as if someone had clicked on her ad

What ad extension should you use if your goal is for all business objectives?

Sitelink extensions Callout extensions Structured snippets

Google Ads organized Ad group

Your ad group contains a set of similar ads as well as keywords (the words and phrases that trigger your ads to show up).

Exact match (keyword list [tennis shoes])

shows your ads based on exact keywords and close variations Example: a search for "tennis shoes" could return your ads

Phrase match (keyword list "tennis shoes")

shows your ads based on exact phrases and close variations Example: a search for "tennis shoes reviews" could return your ad

Broad Match (keyword list tennis shoes)

shows your ads based on keywords and close variations like synonyms and misspellings Example: A search for "tennis sneakers" could return your ad

Negative match (keyword list -men)

shows your ads based on searches and site visits that exclude keywords Example: a search for "men's tennis shoes" would not return your ad

Broad Match modifier (keyword list +tennis +shoes)

shows your ads based on the broad match but excludes synonyms Example: a search for "buy tenis shoes" could return your ad

Organize your keywords by theme

Ex: if you own a shoe store ,you might create two ad groups (one for evening shoes another for running shoes). Your ad group for running shoes wold include ads with keywords like "running shoes" and "running sneakers". Your ad group for evening shoes would include keywords like "evening shoes" and "dress shoes" This way, customers could see your ad about evening shoes when they search for "evening shoes" not when they search for "running shoes"

Select general keywords to reach more people

Ex: if you're a large shoe store, you might choose a general keyword like "shoes" that way for example, your ad would be eligible to appear when someone searches for a wide variety of shoes or visits websites about fashion

Imagine you're building a keyword list for a company that sells athletic shoes. If you include the keyword "men's tennis shoes", which of the following searches could trigger your ad?

- Men's Tennis shoes - men's tenis shoes - men's sneakers

You're trying to explain to a co-worker how Google Ads works, and they ask you what determines whether an ad shows up in the top placement or the 5th. What factors contribute to Ad Rank? (Hint: there are 5 answers)

- your bid - the impact of ad formats enabled - the likelihood that your ad will get clicked - the estimated measure of how well your website gives users who click your ads a valuable experience - how relevant your ad is

Now that you know a bit more about keyword match types, let's get back to that shoe company from the beginning of the course. You noticed that your ad is showing when people search the term "kids soccer cleats", but you don't sell cleats. What would you do to prevent your ad from showing on searches for cleats, but still allow your ad to show on searches for "kids running shoes"?

-add cleats as a negative keyword -Change from broad match to broad match modifier by adding a "+" in front of shoes.

Ad extensions show with your ad when:

1. The extension (or combo of extensions) is predicted to improve your performance 2. Your ad's position and Ad Rank is high enough for extensions to show. To show extensions, Google Ads requires a minimum Ad Rank.

What are keywords?

A keyword is the words and/or phrases someone uses to search on Google

You've designed an amazing budgeting tool and want people to visit your site and create an account. Which type of Google Ads campaign could best help you drive traffic to your site?

A search campaign showing ads when people search for "easy budget tools"

What are video ads?

A standalone video ad or a video ad that run inside another streaming video

What are Ads with extensions

Ad extensions provide additional information to your text ad, such as your buiness's address or phone number

Why use ad extensions?

Ad extensions provide: visibility, performance, and value

What are callout extensions?

Add additional text to your ad, like "free delivery" or "24/7 customer support"

Search campaigns with Display opt-in (Google Ad campaign types)

After creating a Search campaign you'll have the option to select "Display opt-in" this allows you to show your ads on the search results page of the Google Search Network and relevant placements on the Display Network. Only need to create search ads and those run seamlessly across both the Search and Display networks.

Which of the following are examples of GoogleAds ad formats? 1. An ad with text and a clickable link that shows on Google Search results 2. An image ad that shows on a fashion blog site 3. A video ad that shows before a YouTube video

All three are examples

When is a Search campaign with Display opt-in useful?

Allows you to expand your potential audience. Your ads can reach people as they browse or research similar products, whether they're looking on Google Search or on a relevant website

What ad extension should you use if your goal is to get people to download your app?

App extensions

What are app extensions?

Available globally for Android and iOS mobile devices including tablets.

What ad extension should you use if your goal is to get customers to contact you?

Call extensions Message extensions

You're launching a new app that allows customers to find last-minute deals on flights. Which of the following keywords or phrases would you choose for your campaign?

Cheap flights

Your boss liked your suggestion of tracking conversion rate and wants you to recommend a portfolio of metrics to track the company's ability to increase sales. Which metrics would you recommend?

Conversions, Conversion rate, cost per acquisition

How do I control which searches trigger my ads?

Customers can see your ad when they search for or visit a website with terms in your keyword list. This match is done broadly by default so your ad can show to the largest possible audience. However, this means your ad could show to people who aren't likely to become your customers. The solution? Match types. You can use match types to control which variations of your keywords cause your ad to show to potential customers.

Where can rich media ads be found?

Display Network

Where do responsive ads show?

Display Network

After running a universal app campaign, thousands of people have downloaded your app. Now, you're aiming to spread the word about the new blog you've started for financial advice. Which campaign type would you choose for this new goal?

Display Network Campaign

How are the Search Network and the Display Network distinguished?

Each are distinguished by the types of sites on which your customers can see your ads.

What are call extensions?

Encourage people to call your business by adding a phone number or call button to your ads

What are message extensions?

Encourage people to send you text messages from your ad

When is a search campaign useful?

For advertisers who want to show their text ads to high-potential customers right when they're searching for related products or services

Remarketing - Who

For customers who abandoned a shopping cart without making a purchase, show ads with "20% off your next order!" to encourage them to complete the purchase

What is Google Network?

Google Network is made up of two networks: search and display. They are the places where your Google Ads can appear

When do ad extensions show up?

Google ads selects which extensions to show in response to each individual search on Google.

Where might your ads appear on the Display Network?

Google sites like YouTube, Blogger, and Gmail. In addition, partnering websites across the internet

Where can GoogleAds appear?

Google sites, partner sites, and other placements like mobile phone apps

Why might Kai the handyman prefer Google Search Network?

He likes how the network makes it easy for people to find him and it displays ads across many sites and platforms

What are structured snippets?

Highlight specific aspects of your products and services. They show underneath your text ad on search in the form of a header (ex: "Destinations") and list (ex: "Hawaii, Costa Rica, South Africa")

What are promotion extensions?

Highlight specific sales and promotions across your ads (e.g. 30% off rose bouquets)

Example of a negative word

If you sell men's athletic footwear but you don't sell cleats, you could add "cleats" as a negative word

What are image ads?

Image ads capture people's attention as they browse websites in the Google Display Network

Choose keywords that relate to the websites or apps your customers see

Imagine you create a keyword list that includes terms related to boots. Websites about boots would be targeted by the keywords on your list. You could also exclude the terms "ski" and "snowboard" to prevent your ads from appearing on sites about winter sports.

Search Campaign (Google Ad campaign types)

In a Search campaign, your ads can appear near Google search results and other Google sites when people search for terms that are relevant to your ad's keywords.

What are shopping ads?

In addition to an image, Shopping ads contain product and pricing information so users get a strong sense of the product you're selling before clicking your ad.

Pick the right number of keywords

It is recommended to have 5-20 keywords per ad group though you can have 20+

What are sitelink extensions?

Links people directly to specific pages of your website (like "hours" and "order now")

What ad extension should you use if your goal is to get customers to buy from your business location?

Local extensions

What are local extensions?

Local extensions encourage people to visit your business by showing your location, a call button, and a link to your business details page

Benefit and set up of exact match (keyword list [tennis shoes])

Narrows ad's potential audience the most set up: Add brackets ([ ]) around them

Use negative words

Negative keywords prevent your ad from showing in searches that use terms that aren't relevant to your product or service. Adding negative keywords can help you reduce costs and make your ad appear only for the search terms you want.

How is Google Ads organized?

Organizing your account by product or theme allows you to create ads that relate to a particular product or theme. To do so, you'll need to understand the three layers of organization within AdWords. 3 layers of organization: Account, campaign, ad group

What ad extension should you use if your goal is to get customers to convert on your website?

Price extensions Promotion extensions

Let's get back to the advertising campaign for the outdoor gear company you're overseeing. You want to make sure people who've already visited your website are completing purchases. Which type of audience targeting could you use to achieve this goal?

Remarketing

Purpose of responsive ads?

Responsive ads can go a long way to help build awareness, influence consideration, and drive action

Targeting focusing on What the interest is of your audience

Say you own a flower shop. You can create keywords like "flowers for mom". When people search "flowers for mom", your ad may show alongside those search results.

Where do call only ads show?

Search Network

Where can app promotion ads show?

Search Network and Display Network

Where do image ads show?

Search Network and Display Network (Image ads show on search partner networks but not the Google Search Network)

Where do video ads show?

Search Network and Display Network (Video ads show on search partner networks, but not the Google Search Network)

Where do ad extensions show?

Search Network, Display Network (depending on the extension)

Where do text ads show?

Search Network, Search Partners

What are app promotion ads?

Send your customers to an app tore to download your app, or include a deep link directly into your app

Karine the handbag designer might prefer Google Display Network. Why?

She can showcase pictures of her product in media formats on sites like YouTube, Google sites, Blogger, and Gmail, etc.

What are price extensions?

Showcase your services or product categories with their prices so that people can browse your products right from your ad

Can you use any ad format on either Google Search and Display Networks?

Some formats like shopping ads can only show on the Search Network, some like Rich media ads can only how on the Display Network and some can show on both

Contextual targeting - Where

Suppose you've ccreated an ad group to advertise your car dealership's latest lineup and you've included words like "fuel efficient cars" and "2018 electric cars" ... we use this to identify and place your ad on pages that match specific keywords

You're managing a Google Ads campaign for a national company that sells high-end outdoor gear for camping, climbing, and hiking. What's the best way to drive sales of these items?

Target users searching for things like professional camping gear

Types of Ad formats?

Text ads, ads with extensions, responsive ads, shopping ads, image ads, video ads, app promotion ads, call-only ads, rich media ads

What are responsive ads?

The Display Network offers ads that adjust to match the pages and apps that show them. Viewers are more likely to see these ads because they blend in with the content the viewers came for.

What are Text ads?

The most common kind of Search ad includes a descriptive headline, website URL, and descriptive text like a call to action

What are call only ads?

They allow your customers to call your business directly by clicking on your ad. They're useful for driving phone calls to your business from devices that can make calls

What are rich media ads?

They are engaging ad formats that often include animation or other types of motion

Purpose of shopping ads?

They are ideal if you're managing a large inventory of products

What is the purpose of Ad formats on Google Network?

They let you choose how to communicate your business to your audience.

Your boss shows you a mobile ad for a competitor that has an option to click to call the competitor's business right from the ad. Your boss wants to know how the competitor is doing this. What do you say?

They're using ad extensions and anyone can set those up

When is a display campaign useful?

This campaign type is useful for advertisers who want to generate awareness of their business and target audiences with specific interests across the web.

When is a video campaign useful?

This type allows you to engage customers in different ways on YouTube and across video partner sites. Available video ad formats include: TrueView in-stream ads, TrueView video discovery ads, and bumper ads.

Google Ads organized Account

Your account is associated with a unique email address, password, and billing info

When is a shopping campaign useful?

Useful for retailers who want to promote their online and local inventory, boost traffic to website/store, and find better qualified leads

Find potential customers online by targeting and using targeting strategies

Who, Where , What

Display Campaign (Google Ad campaign types)

With a Display campaign, your ads can appear throughout the Google Display Network. This campaign type works by matching your ads to websites or mobile apps that include content that's related to your business or to your customers' interests. You can set up targeting to match your ads to the most relevant Display sites based on their topics, interested audiences, demographics, and more.

Universal App campaign (GoogleAd campaign types)

With a Universal app campaign type, you can easily promote your app across Search, Display, and YouTube.

Control which searches trigger your ads

You can control how closely your keywords match a person's search terms before your ad can be triggered to show

Video campaign (GoogleAd campaign types)

You can run video ads on YouTube and on sites across the Google Display Network

Google Ads organized Campaign

Your ad campaign has its own budget and settings that determine where your ads appear.

Shopping campaign (GoogleAd campaign types)

You might see your ads in Google Shopping next to search results and near text and responsive ads. They can also show up on Google Search partner websites like YouTube

What are keywords?

Your customers are already out there roaming the web. The trick is to have them find you. That's where keywords come in. Keywords are words or phrases that help determine where and when your ad can appear.

Note about keywords

Your keywords will automatically match variations such as possible misspellings or plural versions so you don't need to add those If your ad group contained the broad match type keyword "tennis shoes", then your ad would be eligible to appear when someone searched for that keyword or any variation of the keyword such as "buy tennis shoes", "running shoes", or "tennis sneakers".

Think like a customer whenr you create your list

Your website: Stay on top of your site's offerings .Find any gaps between your site's content and your keyword list Your products: be sure that you're bidding on core product keywords. When your audience is at the end of the buying cycle, they'll be searching for a specific product or service. If you're a retailer things like product names and models can make for high-performing keywords Your brand: remember the value of your branded terms as well. If you deal with multiple products, add keywords that're combinations of your brand name and high-volume products that people often search for in the same query.

Benefit and set up of phrase match (keyword list "tennis shoes")

more targeted Set up: Add quotes (" ") around term

Benefit and set up of broad match modifier (keyword list +tennis +shoes)

more targeted can increase clicks and conversions set it up: Add plus sign (+) before terms

Benefit and set up of negative match (keyword list -men)

prevents ad from showing on unrelated searches or websites set up: add minus sign ( - ) before terms that should never trigger ads

Benefit and set up of broad match (keyword list tennis shoes)

shows ads more broadly with least amount of set up set it up: do nothing this is the default for all searches