Google Display Ad

google customer reviews (GCR)

a free service that collect feedback from customers who've made a purchase on your website. usually on checkout page, customers can choose to receive a survey to rate their experience. ratings apply to your seller ratings eligibility

What is Quality Score?

an estimate of the quality of your ads, keywords, and landing pages. Higher-quality ads can lead to lower prices and better ad positions. Quality score is composed of expected clickthrough rate, ad relevance, and landing page experience

stellaservice

an independent company that evaluates the customer service performance of certain online businesses.

Display

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.

sales (search)

encourage customers to complete a purchase

Phrase match (search)

get her ads in front of only people searching for that brand there cannot be any extra words between the user's search terms but similar since extra words can appear before or after the phrase match. Placing quotation marks around the keywords turns them into phrase match

why choose google display?

get your ad in front of the right people, in the right place, at the right time

app extensions

give option to download app

Revenue-focused bidding strategies (search)

revenue target return on ad spend (target roas) why? to automatically optimize bids to maximize revenue within your target ROAS

What do you need to provide for a smart display campaign?

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

Similar Audiences

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

Which targeting option is best for influencing consideration?

Custom Intent

If an advertiser doesn't want to add remarketing tags to a website, why would Customer Match be a good fit for them?

Customer Match relies on your own data instead of a remarketing tag.

Which part of a Search ad isn't automatically generated by Dynamic Search Ads?

Description line

Affiliate location extensions

Give directions to retail partner locations (available in select countries) that sell your product drive store/online sales, report store visits, maximize local reach

auctions (automated bidding)

Given the dynamic nature of our auctions, the appropriate bid can often be a moving target that's challenging to reach at scale when using manual bidding.

Sitelinks

Direct to specific sections of the website increased engagement, more conversion, easy to manage --> drive store sales, make online conversion, raise brand awareness *add as many as you can (8-10 is good), select right landing page, guide user

Variable bidding (search audiences)

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. to increase or decrease bids from certain audiences

Benefits of Google Ads automated bidding

Machine learning Time saved Auction-time bidding Depth of signals used and cross analysis

User Journey Complexities (automated bidding)

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.

benefits of dynamic search ads

Reach and coverage Efficiency and time savings Transparency and control

creative customization (search audiences)

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.

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

Simplicity, Automation, Reach

Ad landing page experience (ad quality)

Users want ad landing pages that help them find what they're looking for. A highly relevant landing page yields a higher score. A high-quality landing page should have appropriate and original content that helps the user complete their task. It should be easily navigable and transparent about the nature of the business, how the site interacts with the user's computer, and how it intends to use their personal information

bid strategy

controls the manner in which you pay for users to interact with your ads

Match each autobidding strategy to the right campaign goal.

conversion- tcpa traffic- clicks visibility- target impression share revenue- troa

Conversion-focused bidding strategies (search)

conversions strategy: Maximize Conversions, Target cost-per-acquisition (tCPA), Enhanced cost-per-click (eCPC)

Target cost-per-acquisition (tCPA)

conversions! Maximize amount of conversions, without considering order value — such as lead generation and eCommerce businesses.

ad groups

create specific text ads and a list of search keywords — the words and phrases that will prompt her ads to show up best to group around themes or products and create multiple ad groups for more control This level of granularity gives her more control to get the right ad message to the right customers. For each ad group, she creates a unique list of keywords.

Search Campaigns

created around a marketing goal and set up based on the actions you'd like customers to take goals: sales, leads, website traffic create campaign, select network, choose devices, pick locations, determine budget, bid strategy

categories (dynamic search ads)

creates targetable categories, or sets of landing pages organized by theme. You decide which sets of pages to target, how to group similar pages, and the level of granularity. Example: In an online electronics store, you can target just the "digital camera" category of the store.

Marketing goal: Increase purchases and loyalty with your existing customers

customer match and remarketing lists for search ads (RSLA)

Affinity Audiences

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

Marketing goal: Create awareness

detailed demographics & affinity audiences

In-Market Audiences

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.

Which of the following can be customized with audience signals to make Search campaigns more efficient?

keywords

Customer Match

leverage your online and offline customer data to reach your customers and deliver the right message wherever they are, on any device, across Search, YouTube, and Discovery.

What is the eligibility to set up a 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.

long-tail automation (dynamic search ads)

"I want my users to find me even on my long-tail products." This is great for you if your website content is large and dynamic, and you fear the risk of missing long-tail traffic with a keyword-targeted, campaign-only strategy.

rapid expansion (dynamic search ads)

"I want to enter new markets quickly." Dynamic Search Ads can help you broaden your current activity to new business areas or countries.

incremental reach (dynamic search ads)

"I want to make sure my ads appear for more relevant user searches." Use Dynamic Search Ads as a complement to your existing keyword strategy. This requires little effort and ensures good coverage without complex implementation or campaign management.

Performance Planner Best Practices

- use non-last click attribute conversion -multiple plans for campaigns with different marketing objectives -use performance target features -use optimization scores to improve campaign

Consideration-focused bidding strategies

-Clicks -Maximize clicks -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

Conversion-focused bidding strategies

-Conversions -Maximize Conversions, Target cost-per-acquisition (tCPA), Enhanced cost-per-click (eCPC) -Maximize Conversions, Target cost-per-acquisition (tCPA), Enhanced cost-per-click (eCPC)

What are image ads?

-Created outside of Google Ads -only run in banner-eligible slots, which has limited scale relative to Responsive Display Ads -Complete creative control

What two types of remarketing can be used on Google Display ads?

-Dynamic remarketing -Standard remarketing

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

-Influence consideration -Drive action -Build awareness

Revenue-focused bidding strategies

-Revenue -Target return on ad spend (Target ROAS) -If you want to automatically optimize bids to maximize revenue within your target ROAS

Why should I use Performance Planner every month?

-Seasonality, fluctuating auctions, and competitors -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.

Which two people might see an ad with the keyword +black +shirt (set as broad match modifier)?

-Someone searching for the term I want to buy a black shirt -Someone searching for the term black button shirt

Awareness-based bidding strategies

-Visibility -Target impression share -for raising awareness of your brand and campaigns that include brand terms.

Custom Intent

-create a tailored audience that isn't covered in one of our -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.

Custom Affinity audiences

-create your own with Custom Affinity audiences -allows you to define and target custom-made audiences, giving you substantive reach against niche groups of users ex: Hiroko wants to find people interested in outdoor activities such as bicycling, rather than general health and fitness buffs.

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 -Faster, lighter, safer ads

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 -upload your assets (images, videos, headlines, logos, and descriptions), and Google will automatically create ads. -performance, reach, and scale

Uploaded ads

-greater control over the way your ads look and fee

in-market audiences

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

Affinity audiences

-reach TV-like audiences based on a holistic picture of their lifestyles, interests, and passions. -Choose from over 100 segments based on online behavior. -distinguishes these users that are truly passionate about a topic rather than those that are merely interested. ex: Hiroko wants to reach health and fitness buffs.

If your exact match keyword is [running shoes], which searches may prompt your ad to show?

-running sneakers -shoes for running -running shoe

set bids and budgets using non-last click conversions

-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

How do ads end up in front of customers? (search)

1. A person performs a search 2. An auction starts 3. The Google Search engine ranks all the ads (based on bid and relevance) 4. A search turns into a sale

how customer match works

1. Segment a customer list based on desired marketing action (e.g., reactivation of lapsed customers). 2. Upload the list to Google Ads 3. The list is translated into an audience list and made available for targeting on Search, YouTube, and Discovery. 4.Customize your creatives with special offers or incentives that are specific to this audience.

How Dynamic Search Ads works

1. You specify the pages of your website, daily budget, and an ad template. 2. The customer enters their search term in Google Search. 3. If you have content relevant to the search, Google dynamically generates an ad headline and destination URL to the best matching page on your site.

how similar audiences work

1. finds people that are similar to those on an original remarketing "seed" list. The people are similar in profile based on the seed list members' recent browsing interests, search terms, and videos watched on YouTube. 2. system scores them on how similar they are to seed list 4. layer these lists

What are the benefits of Optimization Score?

1. instant: get real-time estimates of how your accounts and campaigns are performing 2. customized: give you recommendations tailored to your account's performance 3. scalable: allows you to apply recommendations across multiple layers of your advertising strategy

ad group steps

1. pick theme or products 2. create keyword list 3. pick maximum bid amount for keywords 4. create text ad

What's a Standard Display campaign?

1. targeting (build awareness, influence consideration, drive action) 2. bidding (Enhanced CPC, Maximize Conversions, Target CPA,Target ROAS) 3. Ad Formats (Responsive Display ads, Uploaded ads (Image & AMPHTML)

How many ads should you be implementing per ad group?

3-5

Up to how many characters can each description field have?

90

where do optimization points come from?

A combination of statistical models, simulations, and machine learning is used to assign points to each recommendation, based on the likelihood that it will enhance your account's performance. If a recommendation can have more impact, it's weighted more heavily toward your overall score.

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

Faster ads drive better performance (AMPHTML ads)

AMPHTML ads are 6x faster than regular ads on AMP pages, making them more viewable, more effective, and more likely to perform well

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

Ad relevance (ad quality)

Ad relevance is a measure of how well an ad matches what the user is searching for, and helps to make sure that only useful ads are shown. It also prevents businesses from simply paying their way onto a search that's unrelated to their product or service.

how to improve ad relevance

Add negative keywords: Prevent your ads from showing on unwanted queries or queries not closely related to your product or service. Be specific on mobile: If a user's mobile search experience is different from desktop, test mobile-specific creatives. Be local: Target the right region for your business by using only the relevant languages and locations. Include relevant search terms in your ad copy: Adding search terms that are related to your business in your ad copy can help make your ad more resonant for users.

component of smart display (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.

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

What are responsive search ads?

All you need to do is supply the headlines, descriptions and URLs for your ads. The more headlines and descriptions you enter, the more Google Ads can test and serve ad variations that match users' search terms — which can improve your ad performance. google will create combinations *provide up to 15 headlines and four descriptions for a single responsive search ad

ad scheduling

Allows you to choose certain days or hours of the week for your ads to show. For instance, Hiroko can choose to have her kid bikes ads display during evening hours or weekends if she knows that customers search more often during those days and times for kids bikes.

keyword expansion (search audiences)

Analytics can position any term, block of text, or document into its spatial index and return the closest documents. It can also return the closest terms. Submitting a single term provides you with a list of highly correlated terms, synonyms, or strongly related terms in your document set. When you submit a block of text or a document, you get a list of single terms that are strongly related to that content. Therefore, because the terms returned are based on the concepts that comprise the search index's training space, any term that isn't included in the training set won't produce any results.

scale

As users move between mobile and desktop, Google maintains a holistic picture of their behaviors, helping brands to reach users across devices.

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

Auction-time bidding

Enhanced CPC (bidding)

Automatically adjusts your manual bid up or down based on each click's 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

Target CPA

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

how to improve Expected clickthrough rate (eCTR)

Be specific in your ad: Include keywords in your ad text (especially in the headline) to show people that your ad is directly relevant to their search. Experiment with different calls to action: Do you offer free shipping or free returns? Call now vs. book now? Highlight a unique benefit of your product or service: What makes you stand out from the competition? Think about what matters to users (perhaps an exceptional warranty or return policy). Create time- or location-specific ad text: Test seasonal creative around holidays or special events, or test location-optimized creative.

performance (automated bidding)

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.

How can Google Ads help you advance your business goals?

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

Which ad extensions can serve automatically?

Callout extensions, Sitelink extensions, structured snippets

key benefit of smart display (simplicity)

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.

time saved (automatic 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.

Is a Google Search campaign the right solution for you?

Do you want your business to show up on search results when businesses similar to yours are showing up?

create separate plans for marketing objectives (performance planner)

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.

Maximize Conversions (bidding)

Drive as much conversion volume as possible within your budge

Maximize conversions bidding

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.

What are the three main factors that determine ad quality?

Expected clickthrough rate, landing page experience, and ad relevance

What are the benefits of responsive search ads?

Flexibility, relevance, reach, performance

Enhanced cost-per-click (eCPC)

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

Structured snippets

Give a glimpse of what's offered get more qualified leads ex: amenities, types, destinations

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.

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.

How does Google Ads generate responsive search ads?

Google Ads mixes and matches headlines and description lines that have been provided

How does Google Ads generate responsive search ads?

Google Ads mixes and matches headlines and description lines that have been provided.

creative testing (responsive display ads)

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.

what's the value of display ads?

Google harnesses best-in-class intent signals to place ads against the most relevant content, driving your marketing results. Run your ads and connect with your audience through Gmail, YouTube, and millions of other websites. Maximize results with Google Display ads' measurable performance. 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.

surveys

Google validates this behavior using surveys and conversion data.

signals

Google's intelligent algorithms leverage behavior on Google.com, YouTube, Google Maps, Google Shopping, and more to identify repeated patterns of behavior.

text ads

Headline - To catch her customers' attention URL - To reach a particular page on the Your Adventure site Description - To highlight the details of what Your Adventure is offering

Which are the three required parts of a text ad?

Headline, description, and URL

How Ad Rank influences actual cost per click

Higher-quality ads typically lead to lower costs, better ad positions, and more advertising success. When users see better ads, they're happier and more likely to actually click on those ads.

Callout extensions

Highlight value-adding attributes boost engagement, easy to implement --> drive store sales, online conversions, brand awareness *short, specific (25-character) snippets of text

component of smart display (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.

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

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.

Negative keywords

Keywords that prevent an ad from showing up when specific terms are present. add a minus sign in front

depth of signals used and cross analysis (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 (automatic 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.

Detailed Demographics

Parental status - Whether or not they're a parentParenting stage - Ages of their childrenHomeownership - Whether they own or rent their homeMarital status - Whether they're married, in a relationship, or singleEducation status - Level of education they've achieved or if they're currently attending college

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.

Keyword Targeting (search)

Placing online display ads based on keywords Shows up on webpages that use the selected keyword Choose ad group and your ad will be displayed on webpages using the selected keywords that relate to the keywords you entered

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: Use Google Ads' measurement tools to understand how your campaigns are performing.

Search

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.

how to improve landing page experience

Send traffic to the right landing page: Direct clicks to pages related to a user's query. If a search is for "striped shirts," the landing page should feature striped shirts, not some other variety of shirts or clothing in general. Be consistent: Make sure the landing page continues the conversation set up by your ad and follows through on the ad's offer or call-to-action. Make your site transparent and trustworthy: Make it easy for visitors to find your contact information, and clearly state what your business does. If you request personal information from customers, make it clear why you're asking for it and what you'll do with it. Work on loading speed and clarity: Help users quickly find what they're looking for by prioritizing the content that's visible above-the-fold. Rethink mobile: Ease of navigation is valued by users even more on mobile websites, so make sure yours is optimized.

If Hiroko wants to increase sales of kids' bikes by creating an end-of-the-year sale, what's the best way for her to do this?

She can create a new ad group for the end-of-year sale.

What is the key value proposition of Google Search campaigns?

Show your ads when a customer is searching for your product or service

component of smart display (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.

Why do search ad extensions matter?

They increase engagement and influence ad quality

Remarketing Lists for Search Ads (RLSA)

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

Expected clickthrough rate (ad quality)

This is our prediction of how often an ad will be clicked on when it's shown. Across Google, we rely on user feedback to drive decision making, and user clickthrough rates (CTRs) tell us what users respond to. By allowing users to vote with their clicks, we have millions of people who are helping us to decide which ads are best for each search query.

Target cost-per-acquisition (tCPA) bidding

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

Setting up a Search campaign

Where do you want your ads seen? How much do you want to invest? What do you want to share in your ads? What keywords will match your customer's search terms?

Arrange the items below in order of hierarchy, beginning with the top level.

account, campaign, ad group, ad

The Google Search Network

ad can appear on Google Search sites, in addition to search results on Google Play, Google Shopping, and Google Maps (including the Maps app and non-Google search sites (like CNN) that partner with Google to show search ads;

message extensions

adapts to a new communication style convenience, pre-qualifications, ability to generate leads

search: locations & languages

ads are eligible to show to customers located in, or who show interest in, a geographic location Language targeting allows you to restrict where your ads may appear, based on the user's language settings and the language of the site

Call extensions

ads with a phone number convenience, qualified leads, flexible scheduling

Which targeting option is best for achieving brand awareness?

affinity

machine learning (automated bidding)

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.

how is your optimization score calculated?

an algorithm that looks across key aspects of your accounts, including statistics, settings, and industry trends, to determine whether your campaigns are fully optimized provides recommendations on where to close the gap

Seller ratings (stars) extension

an automated extension that lets users know if your business is highly rated for quality service

Shopping

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

Advertiser-provided extensions

are not automatically generated, but Google recommends implementing the options amount for the business in order to achieve the most possible impressions. *will always supersede automated ones.

how many ad extensions should be in each campaign or ad group?

at least 3

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

auction-time bidding

What are automated ad extensions?

automated extensions is carefully generated by machine learning and support by a dedicated team within Google, they give consumers relevant information up front, which can often translate into more qualified leads

Dynamic sitelinks

automatically generated sitelinks that can serve with search ads. They're optimized to direct consumers to relevant pages contextually on your website.

get accurate forecasts (Performance Planner)

based on Google data and your account's historical performance, and then validated using machine learning

How Ad Rank determines your ad position

bid, ad rank threshold, context of query, ad extensions impact, auction-time ad quality

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

What are Dynamic Search Ads?

can help you increase the reach of your Search campaigns and uses Google's understanding of your site to customize and target your ads

Consideration-focused bidding strategies (search)

clicks strategy: maximize clicks why? 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

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 forecasting, simulation, machine learning, validation

Fully automated extensions

directly populated by Google and don't require any action on your part. These extensions are shown automatically when Google predicts that they will improve ad performance.

benefits of machine learning (Performance Planner)

discover the best bids and budgets so you can drive the most conversions for any spend scenario

Local campaigns

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.

landing pages from standard ad groups (dynamic search ads)

easiest option, as it includes all webpages that you're already using as landing pages for your ads across your accounts

discovery campaigns

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

Demographic targeting

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. ex: Hiroko wants to reach men and women, ages 25-45.

What's the Google Ads Performance Planner?

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

True or false? Affinity Audiences allows advertisers to reach people who're actively researching and intending to buy the products or services they offer.

false

Uploaded ads give advertisers access to more inventory than Responsive Display Ads

false

leads (search)

gather contact details through signup page

Exact match (search)

get her ads in front of people only searching for promotions on that exact thing place brackets around the keywords

web traffic (search)

get more customers to learn about your products

remarketing

how ads to the people who demonstrated their interest in what you offer with their visit to your website or app -reconnect with great prospects as they browse the millions of websites and apps available on the network

Marketing goal: Drive consideration

in-market audiences, remarketing lists for search ads (RSLA), similar audiences for search

page feeds (dynamic search ads)

mapped to custom labels that can be updated automatically. Example: You want to make a campaign for TVs that are on sale. You'll need to create a feed and label all the TVs being sold at a discount "ON_SALE". In your dynamic ad group, choose to target custom labels, and enter "ON_SALE" as a custom label. You'll also be able to add a custom bid for that target.

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 are optimization score suggestions ordered on your Google Ads Recommendations page?

most impactful optimization

What's automated bidding?

performance, auctions, user journey complexities

Video

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. - bring your business's story to life. - engage customers in (ex: showing ads before their favorite music video or while they're researching an upcoming purchase)

key benefit of smart display(insights)

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.

Which of the following factors wouldn't change an account's optimization score?

renaming

Target return on ad spend (Target ROAS) bidding

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

key benefit of smart display (scale)

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

search

Location extensions

show your business address, phone number, and a map marker alongside your ad text drive store/online sales, increase performance, boost visibility, report store visits

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

standard remarketing

Hiroko is a digital marketing manager for an online bicycle store that sells bikes and cycling gear. She wants to use as many ad extensions as possible. Which three ad extensions would you recommend for her?

structured snippets

dynamic remarketing

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 -achieve great performance showing to users products they have seen on your website, with low effort in campaign, ads, and remarketing lists creation.

URL contains (dynamic search ads)

target pages of your site containing specific strings. Example: You want to target all the blog-related pages of your electronics website based on the URL string that appears when you navigate the site. If all of those URLs follow a similar pattern, like example.com/blog/, you should target every one that contains "blog."

URL is (dynamic search ads)

target specific URLs. Example: If you want to create a dynamic ad group based on your "special offers" page, you can choose to target just that page.

keywords

the search terms people may use when researching or looking for a product With her keyword list in place, she decides on bid amounts — the maximum amount Your Adventure will pay when a customer clicks on their ad

Enhanced cost-per-click (eCPC) bidding

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

Maximize clicks

traffic! Set bids to try to get you as many clicks as possible within a target spend amount that you choose

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

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

Optimization Score is made up of over 50 recommendations to optimize Search campaigns.

true

Awareness-based bidding strategies (search)

visibility strategy: target impression share why? raising awareness of your brand and campaigns that include brand terms.

Target impression share

visibility! 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

Broad match modifier (search)

wide audience while still narrowing Adding a + sign in front of a keyword turns it into a broad match modifier. prompts your ads to appear only if the keyword or its *close* variations are in any part of the search terms

Broad match (default match type) (search)

widest possible audience, don't want make an exhaustive keyword list if a keyword (or any variations like misspellings, synonyms, or related searches) are included in a user's search terms why? gives her store's site a better chance to be seen and increases the chances of Hiroko's ad showing up for search terms she may not have thought about