Explore the Value of Google Search: Module 2

1. MASTER THE FOUNDATIONS OF A GOOGLE SEARCH CAMPAIGN

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1. RECOGNIZE THE VALUE OF GOOGLE SEARCH ADS

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3. MANAGE WHICH SEARCHES PROMPT YOUR ADS

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4. COMPLEMENT YOUR KEYWORD STRATEGY WITH DYNAMIC SEARCH ADS

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Google Search Network

A collection of sites displaying Google search results ads will show on Google Search, but also extend to the hundreds of additional sites partnering with Google

Broad match modifiers

Adding a + sign in front of a keyword turns it into a broad match modifier. This prompts your ads to appear only if the keyword or its close variations are in any part of the search terms. Broad match modifiers only allow for close variations.

Negative keywords

Adding a minus sign in front of the keyword scooter makes it a negative keyword (-scooter). This means ads won't show if someone includes that negative keyword in their search.

Categories

Based on your website content, Google 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.

Devices

Campaigns target all types of devices, which include desktop, tablet, and mobile. You can also choose to customize ads for different devices.

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

Description line

ad groups

Each ad group within a campaign contains a set of similar ads and keywords that you want to trigger your ads to show.

Page feeds

Generate your ad group's DSA targeting based on a feed of specific URLs, mapped to custom labels that can be updated automatically.

Ad Delivery

Google Ads shows ads when they're more likely to get clicks or conversions (sales), but you can choose to show ads more evenly throughout the day.

Parts of text ads

Headline URL Description

Ad extensions

Include even more information with your ads, such as location information, links to pages on your website, and your phone number.

keyword targeting

Match your keywords to what your customers may use when looking for your products or services

Phrase match

Placing quotation marks around the keywords turns them into phrase match. This prompts your ads to appear only if the keywords within the quotation marks or close variations of them match a user's search term.

what can marketing goals be set to?

Sales, Leads, or Website Traffic. *(Display, Video, and App campaigns have additional goals to choose from.)

What is the key value proposition of Google Search campaigns?

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

Networks

The Networks setting indicates where you want your ad to appear, based on the campaign type you select.

Exact match

To use exact match, place brackets around the keywords. This way, your ads will only show if the search means the same thing as your keyword. It may include close variations of your keyword, like misspellings, plurals, and synonyms. NOTHING BEFORE OR AFTER

How do Google Search ads connect you with your customers?

With Google Search campaigns, your ads show up alongside search results when people are looking for the products or services you offer.

URL contains

You can target pages of your site containing specific strings.

URL is

You can target specific URLs.

geographic location

Your campaign's ads are eligible to show to customers located in, or who show interest in, a geographic location.

Arrange the items below in order of hierarchy, beginning with the top level. campaign ad group ad account

account campaign ad group ad

Text ads

advertising using text based hyper links - All website text is written in HTML language

Language targeting

allows you to restrict where your ads may appear, based on the user's language settings and the language of the site.

match type options for your keywords

broad match, modified broad match, phrase match, exact match, and negative

When is broad match a good fit?

if you want to spend less time building exhaustive keyword lists. Your keywords will match to a wider variation of search terms, and you'll reach people not necessarily searching for your specific brand or business.

Position Dynamic Search Ads based on your business goals

incremental reach long-tail automation rapid expansion

Broad match modifiers allow you to do what?

indicate if there are certain concepts related to your keywords that must be present in the searches you reach.

Start and end date

sets a campaign start and end date.

budget

the average amount you're comfortable spending each day on your campaign. The budget you choose is entirely up to you, and you can adjust it at any time.

marketing goal

the main thing you want to achieve for your business and can be changed at any time.

How is phrase match different from broad match modifier? Similar

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.

Long-tail automation

"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

"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

"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.

Targeting options for Dynamic Search Ads

-Landing pages from standard ad groups -categories -URL contains -URL is -Page Feeds

Benefits of dynamic search ads

-Reach and coverage -Efficiency and time savings -Transparency and control

Setting up a Search campaign... what questions should you think about?

-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?

bid strategy

-controls the manner in which you pay for users to interact with your ads. -Once you choose the metric you'd like to focus on for your campaign, you'll see different bidding options to help you optimize for it. -You can choose to manually set your bids for clicks on your ads, or let Google Ads do it for you.

How to control which searches prompt your ads

1. Think like your customer 2. Think about your business goals 3. Get google to do it for you

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 do ads end up in front of customers?

1. person performs a search 2. an auction starts 3. google search engine ranks all the ads 4. a search turns into a sale

ad scheduling

Allows you to choose certain days or hours of the week for your ads to show.

Broad match (default match type)

Broad match shows ads if a keyword (or any variations like misspellings, synonyms, or related searches) are included in a user's search terms.

What are Dynamic Search Ads?

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

For each ad group, what can you do?

create specific text ads and a list of search keywords — the words and phrases that will prompt her ads to show up. best to create ad groups around themes or products decides on bid amounts

Campaigns

created around a marketing goal and set up based on the actions you'd like customers to take.

Landing pages from standard ad groups

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