Google Ads Unit 1

How to use performance planner

1. Learn: create a new budget plan to learn the best bids and budgets for your campaigns to drive incremental conversions 2. Explore: further optimizations and forecast how you can grow your business 3. Review and implement changes 4. Repeat

How does the Performance Planner work?

- 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.-

Planing Google Ads Budget Enables You to...

- 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

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.

When Smart Display is the best fit

1. Are new to display advertising and want a fast and highly performing campaign 2. Have limited display advertising to remarketing but now want to reach people earlier in the buying process 3. Want to attract additional customers beyond your manually targeted campaigns or simplify your existing campaign structure

Components of Smart Display Campaigns

1. Automated Bidding: 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. 2. 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. 3. 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.

Benefits of Responsive Display Ads

1. Automation 2. Reach 3. Simplicity

How Performance Planner drives more conversions

1. Beginning: The additional conversions you can generate at the same spend using Performance Planner. 2. Second: The incremental number of conversions you can achieve and maximum amount you can spend without diminishing returns (maintain your current CPA) 3. Third: he 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. final: Additional spend and resulting conversion scenarios at higher target CPA goals (reduce profitability to increase total conversion volume)

Best Planner Practices

1. Create Separate plans for each marketing objective 2. Set bids and budgets using on-last click conversions 3. Regularly check your plan

3 Display Ad Targeting Options

1. Demographic: show ads to users based on a combination of declared and inferred data 2. Affinity Audiences: reach audiences based on lifestyles, interests, and passions (best for achieving brand awareness) 3. Custom Affinity Audiences: define and target custom-made audiences, giving you substantive reach against niche groups of users

4 ways to Optimize your campaign

1. Device Targeting: Reach your customers on any device, including desktops, tablets, and smartphones. 2. Locations and Language: 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. 3. 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. 4. Ad extensions: include even more information with your ads, such as location details, links to pages on your website, and your phone number.

6 Ways Google Ads can fuel your business goals

1. Drive Sales 2. Get Leads 3. Increase Website Visits 4. Influence Consideration 5. Build awareness 6. Promote your app

How does Performance Planner forecast campaign performance?

1. Forecasting: Google Search ad auctions — made up of billions of searches per week — powers our forecast engine. 2. Simulation: Our forecast engine simulates relevant ad auctions with query level variables, including seasonality, click through rate, competitors, landing page, and time of day. 3. Machine Learning: We use machine learning to fine tune forecasts and achieve a higher level of accuracy. 4. 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.

Awareness-based bidding strategies

1. Goal: visibility 2. Bid strategies to choose from: 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. 3. Use case: This is for raising awareness of your brand and campaigns that include brand terms.

3 Specialized campaign types

1. Local: 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 2. Hotel: display hotel prices and availability on Search, Maps, and Assistant to connect you with the millions of travelers actively searching for you. 3. Discovery: 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.

Benefits of Google Ads Automated Bidding

1. Machine learning: Automated bidding uses machine learning to 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. 2. Time Saved 3. Auction-time 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. 4. Depth of signals used and cross analysis: 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.

3 Key Factors of Bidding

1. 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. 2. 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. 3. 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.

What is the value of Google Display Ads?

1. Powerful intent signals: deep understanding of user mindset, effective use of machine learning, unique insights 2. Massive Scale 3. Measurable Performance 4. Easy campaign set-up

5 Google Ad Campaign Types

1. Search: you can make sure potential customers notice your brand, consider your products, and take action. 2. Display: increase exposure and reach audiences with specific interests across the web. 3. Video you can reach the right audience at scale and capture their attention. 4. Shopping: advertise your online and local inventory, boost traffic to your website or local store, and find better-qualified leads. 5. App you can increase engagement, app installs, and even in-app actions, like signing up for a newsletter or ordering a product.

Key Benefits of Smart Display Ads

1. Simplicity: 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. 2. 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. 3. 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.

2 Display Campaigns

1. Standard: 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. 2. Smart: 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. (Min. 50 conversions on Display or 100 conversions on search in last 30 days)

Display Ad Formats

Ad formats let you choose how to communicate your business to your audience. isplay ads can help you promote your business when people are browsing online, watching YouTube videos, checking Gmail, or using mobile devices and apps. With Google Display ads, you can take an approach that enables greater efficiency or greater creative control.

Automated-bidding

Bidding is a key success factor for online marketing, and the bid strategy you choose directly influences how your campaigns perform and how visible your ads are in the unique moments that are important to your business

Targeting

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.

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

Choose one of these bid strategies if you're tracking actions post-click, valuing conversions equally, and looking to maximize the number of conversions. 1. Goal: Conversions 2. Maximize Conversions: 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. - 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. 3. Use Case: - 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 - Target cost-per-acquisition (tCPA): 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. - 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.

Revenue-focused bidding strategies

Choose this bid strategy if you're tracking the revenue or value associated with your conversions and want to maximize it at a specific return on ad spend target. 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. 1. Goal: revenue 2. Strategy: 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 3. Use case: If you want to automatically optimize bids to maximize revenue within your target ROAS

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.

Custom intent audiences

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.

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

Performance Planner highlights growth opportunities for your Google Ads always-on campaigns. Having the optimal budgets and bids is crucial to making the most of your marketing budget and growing your business with Google Ads. Get accurate forecasts and benefits of machine learning

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.

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

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.

Responsive Display Ads

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. Simply upload your assets (images, videos, headlines, logos, and descriptions), and Google will automatically create ads. They're built for performance, reach, and scale.

Ad formats for Standard Display

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

3 PP recommendations

Search Manual CPC or eCPC Search Maximize Clicks or Conversion campaigns Search tCPA or tROAS

Additional Factors while Budget Planning

Seasonality Market Share Growth

Why use it every month?

Seasonality, fluctuating auctions, and competitors mean that Google Ads campaigns should be planned and optimized on at least a monthly basis.

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.

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

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.

What does Google Ads do?

get access to a broad range of advertising products designed to help you reach customers in the moments that matter

Influence Consideration

When you want to engage with users that are actively researching products or services, we recommend selecting influence consideration as your Display campaign marketing objective. (Custom intent best for influencing)

Drive Action

When you want to re-engage with users that have already shown interest in your brand, we recommend selecting drive action as your Display campaign marketing objective.

Build awareness

When you want to reach a broad audience and maximize your brand exposure, we recommend selecting build awareness as your Display campaign marketing objective

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.

Display Targeting

You can use targeting to direct your campaign's ads to the people you want to reach most. Simply choose the targeting option that aligns to your campaign goal and Google Display ads will work to get your ad in front of the right people, in the right place, at the right time.

Consideration-focused bidding strategies

You should choose this bid strategy if you want to drive as many clicks as possible within a set level of spend. 1. Goal: Clicks 2. Bid strategies to choose from: Maximize clicks: Set bids to try to get you as many clicks as possible within a target spend amount that you choose. 3. Use case: 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

Benefit of Image ads

complete creative control

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.

Google Display Ads help you

learn about consumer behavior, identify valuable audiences, and engage with those audiences quickly and often, deliver relevant advertising as people browse the web

3 Principles of Google Ads

relevance, control, and results

Smart Campaigns

the default for advertisers new to Google Ads. 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.