Google Exam-Display Ads

What enables greater relevance in Google Display Ads?

Google intent signals and machine learning enable greater relevance to achieve your desired outcome, at scale.

Which factors should an advertiser consider when deciding on a bidding strategy?

-Performance -Auctions -User journey complexities

What are the 3 different objectives for building Display Campaigns?

-Build awareness -Influence Consideration -Drive Action

How to optimize your Smart Campaign?

-Device Targeting -Locations and language targeting -Bidding and budget settings -Ad extensions

Ways Google Ads can fuel your business goals.

-Drive Sales -Get Leads -Increase Website Visits -Influence Consideration -Build Awareness -Promote your app

Key benefits of AMPHTML ads:

-Faster ads drive better performance -Lighter ads can lead to better ad experiences -Safer ads build trust in your brand

How does Performance Planner forecast campaign performance?

-Forecasting -Simulation -Machine Learning -Validation

Specialized Campaign Types:

-Local: help you drive important offline metrics — like store visits or in-store sales. -Hotel: display hotel prices and availability on Search, Maps, and Assistant to connect you with the millions of travelers actively searching for you. -Discovery: you can easily engage customers across Google's most popular properties with a variety of rich, unique ad formats.

Components of Google Display ads' value proposition

-Machine Learning -Intent -Performance

Key Benefits of Smart Display Campaigns

-Simplicity: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.

Key benefits of Responsive Display Ads:

1. Automation 2. Reach 3. Simplicity

Targeting options to bring awareness:

1. Demographic targeting 2. Affinity audiences 3. Custom affinity audiences

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

1. Get accurate forecasts 2. Get the benefits of machine learning

Targeting options to influence consideration:

1. In-market audiences 2. Custom Intent audiences 3. Similar Audiences

What are the benefits of Google Ads automated bidding?

1. Machine Learning 2. Time Saved 3. Auction-time bidding 4. Depth of signals used and cross analysis

What's the value of Google Display Ads?

1. Powerful intent signals 2. Massive Scale 3. Measurable performance 4. Easy campaign set up

Targeting options to drive action:

1. Remarketing 2. Standard remarketing 3. Dynamic remarketing

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

1. Understand the future spend potential of current Google Ads campaigns to help drive budget decisions 2. Take advantage of seasonality to capture incremental opportunities 3. Set optimal bids and budgets across your campaigns to help ensure that ROI performance is maximized 4. Find new opportunities to grow your sales volumes with Google Ads

What are Smart Display Campaigns?

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.

What are AMPHTML ads?

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.

App Campaign

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.

What are the three core automation models/components that drive Smart Display Campaigns?

Automated bidding, automated targeting, and automated creatives.

What changes will Performance Planner recommend?

Campaign settings forecasted to help drive maximum conversions and the most efficient return on your investment for your targeted budget.

Benefits of Google Ads: Control

Choose how much to spend each day and in every ad auction.

Benefits of Google Ads: Relevance

Connect with the right customers at the right times, like when someone is searching for your products.

Custom Intent audiences

Create custom audience segments using keywords, URLs, and apps as inputs. Ex: Hiroko wants to find a specific niche set of customers interested in purchasing children's bicycles.

Dynamic remarketing

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 Ex: 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

What are image ads?

Created outside of Google Ads (in Google Web Designer, for example), image ads are uploadable as a .zip file into Google Ads. Image ads only run in banner-eligible slots, which has limited scale relative to Responsive Display Ads. Key benefit: complete creative control.

Benefits of Google Ads: Customization

Customize your advertising options with keyword, location, and demographic targeting.

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

There are four main bid strategies you'll be able to choose from when you use Smart Bidding:

Enhanced CPC: Automatically adjusts your manual bid up or down based on each click's likelihood to result in a conversion Maximize Conversions: Drive as much conversion volume as possible within your budget Target CPA: Automatically sets bids to help you increase conversions while reaching your average cost-per-acquisition goal Target ROAS: Automatically sets bids to help get as much conversion value as possible at the target return on ad spend you set

Conversion-focused bidding strategies

Goal: Conversions -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. -Target cost-per-acquisition (tCPA): This strategy automatically sets bids to help you increase conversions while reaching your average cost-per-acquisition goal. -Enhanced cost-per-click (eCPC): This strategy automatically adjusts your manual bid up or down based on each click's likelihood to result in a conversion.

Consideration-focused bidding strategies

Goal: Drive as many clicks/traffic as possible. -Maximize clicks: Set bids to try to get you as many clicks as possible within a target spend amount that you choose.

Revenue-focused bidding

Goal: Revenue -Target return on ad spend (Target ROAS): Automatically sets bids to help get as much conversion value as possible at the target return on ad spend (ROAS) you set

Awareness-based bidding strategies

Goal: Visibility -Target Impression Share: This 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.

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.

Display Campaign

Google Display ads can appear across a network of more than two million sites and apps, reaching 90% of people on the internet. Your ads get matched to content related to your business or to your customers' interests. Use a Display campaign to increase exposure and reach audiences with specific interests across the web.

Custom affinity audiences

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

Who should run Standard Display campaigns?

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.

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.

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.

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 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.

Responsive Display Ads are build for__________________

Performance, reach, and scale.

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.

Googles Ads is built around 3 principles:

Relevance, control, and results

Remarketing

Remarketing lets you show ads to the people who demonstrated their interest in what you offer with their visit to your website or app. Ex: Hiroko creates a remarketing list of "Cart Abandoners" on her website

There are two main types of ad formats you can leverage for your Display campaign:

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

There are 2 types of display ads formats:

Responsive Display ads: for greater efficiency Uploaded ads: for greater control

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 Campaign

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.

Additional factors that you should check while budget planning:

Seasonality, Market Share, and Growth

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.

Shopping Campaign

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.

Standard remarketing

Show ads to your past visitors as they browse network websites and use network apps. Ex: Hiroko wants to reach users that have visited her website but not purchased and show them an ad with a promotional discount code

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

Similar Audiences

Similar Audiences

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

Who should run Smart Display campaigns?

Smart Display campaigns may be a good choice for you if you: -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 are thee two types of display campaigns?

Standard Display Campaign and Smart Display Campaign

Revenue-focused bidding strategies

They're a good fit if you're tracking conversion value and have campaigns that have at least 50 conversions in the past 30 days for Search and at least 15 conversions in the past 30 days for Display.

Smart Campaign

They're a great fit for those who want an easy way to reach relevant customers and drive results but have limited time or experience with managing Google Ads campaigns.

How is using non-last-click attribution conversions useful for Performance Planner forecasts?

To allocate budgets that drive incremental conversions.

When to use influence consideration as your Display campaign marketing objective?

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

When to use drive action as your display campaign marketing objective?

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

Video Campaign

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.

Affinity audiences

You can reach TV-like audiences based on a holistic picture of their lifestyles, interests, and passions. Choose from over 100 segments based on online behavior. Google's best-in-class algorithm distinguishes these users that are truly passionate about a topic rather than those that are merely interested. For example, Hiroko wants to reach health and fitness buffs.

How many people can you reach with Google Display Ads?

You can reach over 90% of global internet users across more than three million apps and websites.

Bidding and budget strategies

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.